In Review: The Fly Fishing Show 2025

In Review: The Fly Fishing Show 2025

I had a chance to pop into the Denver Fly Fishing Show over the weekend, which always serves as a true barometer for the state of the sport. In recent years, since the American Fly Fishing Trade Association (AFFTA) has ceased hosting a trade show, the Denver Fly Fishing Show, in particular, has become the de facto industry gathering, and, because it’s a consumer event, you also get to see anglers interact in real time with products and companies, which is informative.

Here are some Flylab impressions of what’s hot and what’s not:

Hot. Travel. I saw more agents, lodges and outfitters at the show than I can remember, and got to speak with some old friends in the business. If COVID put the kibosh on travel a few years ago, more anglers appear to be checking off bucket list destinations than ever before. If I were buying futures in any segment of the fly-fishing world right now, it would be travel. And it’s near and far. Looks like Canada and Mexico are putting on the full-court press to avert any brewing trade dispute–at least fishing-wise. And South America is still where people can experience the adventures equivalent to what the African safari was a century or more ago. Companies like Untamed Angling are still on the cutting edge, with remarkable logistical capabilities. Jungle fishing is some of the most interesting fishing to be had anywhere. While I do see more anglers fishing far afield, I also think domestic travel will be busy. Don’t assume prime season Montana will be any less hectic this year–it will likely be even more so.

Speaking of the Amazon jungle, Flylab is partnering with Will Blair’s Best of the Wild and a bunch of other great brands to offer an Amazon Eden Lodge Giveaway valued at $10,575 (lodge stay + fly-fishing gear) to one lucky winner. Enter today for your chance to win.

Not hot. $1400 fly rods. People at these events are usually looking for bargains anyway, and a rod that costs this much is far from a bargain. But privately, even the rod companies are admitting they’ve bumped into a price ceiling. And most consumers have come to the realization that all that whiz-bang techno speak might be compelling on social media, but it’s a bunch of wind when it comes to practical fishing. Expect most of the market energy to point toward deflation this year.

Hot. Personal watercraft. More people are tuning into smaller, more affordable watercraft for a number of reasons: beating the crowds, exploring stillwater, expanding the practical angling skillset.

Not hot. Tariffs. The (whisper) buzz amongst many companies was dread over impending tariffs on products manufactured in Asia, specifically China. Seems like many companies have already shifted some manufacturing to Vietnam and elsewhere, hoping to find safer havens. If tariffs do happen, a lot of product prices will feel the impact. Of course, consumers will end up paying the price. The question is, will people really pay $300 for an average pair of wading boots?

Hot. Families. I was impressed by the number of younger families I saw this weekend. I’d always remembered fly-fishing events to be seas of white hair under baseball caps. I saw more strollers than walkers this time out, which bodes well for the sport’s future. 

Not hot. Non-government organizations. Now is the time to pony up and support Trout Unlimited, the Bonefish & Tarpon Trust, Backcountry Hunters & Anglers, Casting for Recovery, Project Healing Waters, The Mayfly Project and any other group that does legitimate good for fishing and the outdoors. Goodness knows the pavement dwellers in Washington, D.C., aren’t likely to do them any favors in the years ahead.

Hot. Books and art. It’s still a how-to world, baby, but there’s also a burgeoning interest in things classic and artistic, from bamboo rods to specialty packs, nets and more. Emerger Fly Fishing, making functional waxed canvas bags from northern Colorado, was just one of many niche, throwback brands moving “classic” product lines forward. 

Also hot. Smaller, niche manufacturers. We saw more upstart products and cool new ideas than expected.

• Trout Boat Cap’n: mounted cooler seating solutions–a ventilated, swiveling chair with easy grab storage and wood accents. 
• Yellow Sally: women & girls’ fishing clothing.
• Rustic Mountain Overland: premier manufacturer of off-road trailers.
• Lid Rig: simple ways for anglers to stash their fishing tools.

Still hot. Boat innovation. New brands are figuring out how to get into the fishing boat segment as new entrants, while existing brands are evolving their product lines to focus more on DIY anglers and smarter design. Little details that matter are getting fine-tuned–from cam straps to raft rail design and drink holders. Lots of “duh why didn’t they think of that sooner” type stuff…  

• East Cape Drift: Can a skiff company from Florida make a western river drift boat? Time will tell. Some intriguing features, but expensive. We need to row it.
• NRS Slipstream Fishing Series Rafts: The slipstream series is evolving into something for everyone. Very innovative frame/rail system for accessory attachment, super clean, strong lean bar set ups and innovative storage systems.
• Drifters Garage: angling watercraft accessories–the (raft) rod holder is ​​reminiscent of the rod dog, one of the best rod holders ever made. Flexible pipes and can be powercoated any color. They also make ammo box stash cans. 

Not hot. Big brands. Dealers are pissed at manufacturers that are putting an increased emphasis on direct-to-consumer sales. And anglers have an uncanny ability to decipher which companies are in it because they genuinely care about the fishing, and which ones are only about the numbers.

Hot. Customization. People are looking for stuff that reflects their favorite places (as RepYourWater showed us), and they also like their name or initials on stuff. Look at all the interesting finishes on reels nowadays and you’ll see what we mean.

Not hot. Fish counters. If everybody at the show set out to catch 50 trout by any means necessary every time they hit the water, our resources would implode. I sense more general awareness that pressure is a conservation issue, and more brands, dealers, guides and anglers will focus more on the total experience. I see less and less “guaranteed to help you catch more fish!” marketing, which is so 1990s anyway, and that’s a good thing.

Photo: Ben Furimsky, President and CEO of The Fly Fishing Show, Denver, CO.