Fly-fishing insight that matters

Flylab is an unfiltered resource for everyday anglers, providing honest gear reviews, qualified advice and the expert insights that make fly anglers great.

Our mission

To help fly anglers become better fishermen, smarter consumers and successful adventurers.

Fly-fishing media and information are broken

The longstanding tradition of product brands and service providers paying media outlets for positive coverage isn’t going away any time soon–is the lodge experience or $1,700 fly rod really worth your time and money? In a world of ubiquitous digital misinformation, it’s nearly impossible to differentiate fact from fiction.

Publishers, influencers, DTC brands and even retailers have complicated motivations when recommending gear, destinations or syndicating information. Is what they’re telling you grounded in unbiased evaluation or serving transactional interests? Misalignment leads to a lot of so-so river experiences and mediocre product getting into the hands of consumers.

The rise of the highly specious “influencer” model has shifted the sport’s focus from a quiet, skill-based pursuit to a high-visibility, clout-driven media funnel. What used to pass for “earned knowledge” has now degraded into a 24-hour deluge of “hotspotting,” grip-and-grin selfies, unwatchable casting and performative conservation. Media reach trumps knowledge and everyone becomes dumber.

Fly-fishing consumers are looking for an independent, experienced and ruthlessly honest team of professionals to help them grow as anglers. There’s a ton of misinformation out there–we’re here to provide the credible knowledge that matters.

How Flylab is different

track record

We have over 70 years of combined industry, media and on-river experience, and can provide the fishing, travel and gear advice that matters.

ethos

We’re deeply invested in passing along the product, angling and data insights we’ve accumulated.

Independence

Our editorial approach is completely independent and will meet the needs of consumers, not advertisers.

Credibility

We’ll think deeper about the state of the industry, test products harder and tell it like it is.

Honesty and transparency

Honesty

Our job is to provide best-in-class research and reporting, so consumers can distinguish between genuine expert opinion and paid sales pitches.

Transparency

Our team of well-respected and experienced editors, not advertisers or CEOs, will decide which products, stories and throughlines are worth covering.

Comprehensive analysis

We have the knowledge and experience to research, analyze and evaluate product and marketing claims.

Final verdict

When it’s all said and done, we’ll offer honest and unbiased recommendations. If there’s consensus, or variance, in our expert opinions, we’ll tell you.