It's the show's guests that get to choose the fishing trip of their dreams and then it's up to Watson and his team to help them achieve their wildest fishing fantasy.
The whole experience is seen through the eyes of the show's guest who becomes the central character, and there are some great characters.
Many are household names - like boxer Joseph Parker, golfer Ryan Fox and rugby legend 'the Beaver' Stephen Donald - and some are everyday Kiwis, like the woman who is scared of sharks but decides she wants to spearfish a big game fish, or the builder with a heart condition who wants to battle a swordfish, the toughest fish in the ocean.
The ITM Fishing Show began life in Watson's Northland garage, but after 13 years he contemplated throwing it all in.
"It got to the point where the only fishing I got to do was with a film crew and I was encumbered with the pressure of delivering some epic catch everyday."
Watson was facing burnout and he'd been away or immersed in work and missed out on too many family milestones. He wanted more family time and he wanted his pure love of fishing back.
"I didn't want to give up on this thing we'd created from nothing, and I didn't want to let down my sponsors, staff and all the people that watch the show, but I couldn't just do the same thing again," Watson said.
He asked his wife Kaylene what he should do, and she in turn asked him a question "What do you love most about your job?"
The reply was at first obvious, he most liked the days he got to go fishing, but digging a bit deeper the real answer emerged.
"Over the last few years the times I've enjoyed the most are when someone catches the fish of their dreams. It's a real buzz to be part of one of the greatest days of someone's life, to see them overcome a challenge and to witness the raw emotions, anxiety, determination, frustration, then pure excitement and overwhelming joy."
So Kaylene then gave some simple advice, "Why don't you make a show about that then?"
ITM Hook Me Up is on at 7.30pm Mondays on Prime.
