So, You Want to be an Outfitter?

So, you want to be an outfitter? 

I have one simple question: Why?

The vast majority of outdoor companies whose products you’ll market and sell will also compete against you, through other specialty retailers and direct to consumer.

The carpetbagger guides will invade your rivers every year, whether they have the legal outfitting permits or not. 

Everyone with two legs and a pulse is eligible for a “pro” program these days. And if they’re somehow not, they’ll still come into your shop, try on five different pairs of waders, then go order them through their sister’s boyfriend’s cousin.

The preseasons you do order, including products you don’t really want but you’re arm-twisted into ordering to get the hot new fly rod, sometimes show up in November, right as the manufacturers launch their holiday sales.

Heck, you don’t even have to stand up a physical shop now–powered by AI (Artificial Intelligence), some instant expert (you don’t even have to add water!) can wax poetic about product, turn them into commodities and fulfill orders online.

Having covered the fly fishing “industry” for over 20 years, I can tell you it’s a grimy, gritty, tough business.

But once it has a hold on you, there’s no escaping.

Because there are some things that AI will never replace, and the charlatans cannot beat. Like the sheer awe of standing in a wild river and landing a fish on a fly. Or better yet, the even greater satisfaction one might feel by sharing those experiences with others, provided they genuinely appreciate it.

The best, and most successful outfitters I’ve known over the years have been the best mentors. They’re those who get into business for love of the game. They survive–some even thrive–because they have a passion, and develop expertise that cannot be faked or duplicated.

Then again, that’s pretty much true with most folks in the business of fly fishing, from writers and magazine editors, to sales representatives, to rod designers and product innovators, filmmakers, travel agents, guides and more. 

Sure, I’ve also seen a lot of people who love fly fishing get their hearts broken, some because they weren’t keeping an eye on the business ball and others because they were the victims of poor timing. 

If your primary focus is making money, that might work for some, but it usually doesn’t and at the end of the day, the fly-fishing community knows who’s in it for the right reasons and who just wants to make a buck. The resentment of the latter is growing by leaps and bounds, every year. 

So, if you really want to be an outfitter, I’d start by thinking about what will fuel that “love of the game,” and let that spirit guide you as you embark on a long, bumpy, but often rewarding ride. – Kirk Deeter

How to Know If a Fish is in Trouble

As we head into the guide season, it’s important not to get in the habit of trying to revive every fish that doesn’t need it.

There are tells that will show you when almost any fish, from the cold river to the ocean, is significantly stressed to the point that it may not survive. These fish need extra TLC to be revived.

If you go to Keep Fish Wet, you’ll find a wealth of science-based information on best catch-and-release practices. It’s also worth reading our Flylab primer on handling fish, particularly when it’s hot: Fish Handling 101…

Read the entire story.

Product Buzz

We review the Hardy 1921 Wide Spool “Perfect” Fly Reel and RIO Elite Gold XP Fly Line: “The front taper is fairly dramatic at 5-feet 6-inches, which creates an ability to make delicate presentations with dry flies.” GearJunkie reviews the Umpqua NorthFork Chest Pack: “Tough, Simple Fishing Rig Under $100.” Check out Flylab’s review of Umpqua NorthFork Waist Pack. Old Town launches a next generation of watercraft: premium fishing and recreational kayaks. Korkers launches their new Salt Sneaker: “We challenged our design team to develop the lightest weight, highest performing wading boots in the industry,” says CEO Brian Chaney. Epic Fly Rods has released their Ti Carbon Fiber Fly Rod Series: “Titanium reinforcement resists impacts, stress, and fatigue for long-term reliability.” Todd Tanner with some “fly rod selection advice” in today’s crowded, overly technical marketplace. From Outdoor Life: No One’s Immune. “If you’ve been eyeing any fishing gear purchases for the upcoming season, you might as well pull the trigger now. Because U.S. anglers are set to start feeling the impact of the administration’s sweeping tariffs…”

Fly-fishing News

Check out Tim Romano’s photo series Tailing Loops: Twenty Years of Flipped Boats, Punted Fish, Misfits and Semi-luminaries. It’s awesome. From Backcountry Hunters & Anglers: 10th Circuit Court Affirms District Court Decision in Corner-Crossing Case, upholding public access rights. “The court’s decision, which centers on the practice of corner-crossing–allowing hunters and outdoor enthusiasts to legally cross at the corners of public and private lands so long as they do not step foot on private property–reaffirms the core principle that public lands should remain accessible for all…” More on public lands from Trout Unlimited: The Key to America’s Sporting Legacy. Women On The Water: “A decade ago, women made up just 20 percent of fly-fishers in America. By 2023, that number had grown to 31 percent…” The Mill House Podcast interviews Dan Lahren about growing up in Livingston, Montana, a classic railroad town. Save Santa Barbara Steelhead: “For about 13,000 years, Santa Barbara County’s rivers teemed with steelhead trout. They dwelled in its cool pools, journeyed to and from the ocean, and built spawning nests, or redds, in gravely bottoms.” From The Mission: Carp Not Crap. “While camping on the seemingly featureless middle reaches of the Breede River, I quite literally stumbled, through bushes and over boulders, onto a heavenly stretch of carp fly fishing water…”

Recent Press

“I love Flylab. Great stuff. Edgy and honest. The fly world needs this newsletter.” – Flylab Fan

“Every guide needs to embrace the meal concept. This was part of my approach to earning guide of the year three times. It’s the experience you give the client, not just bagging 100 fish per day.” – Anthony, Former Guide 

“Love the work your team does. Keep it up!” – Flylab Fans, West Glacier, MT

We’re always looking for Flylab feedback–send any comments, thoughts, suggestions, and we’d love to hear from you.

Scouting Report

We’re hard at work hunting down the coolest new products, brands and partners you’ve never heard of.

Montana Fly Fishing Lodge

Montana Fly Fishing Lodge is a luxury, all-inclusive fishing retreat located at the base of Montana’s tallest mountains in the Absaroka Beartooth Wilderness. Owned by 4th generation Montanans, the lodge offers a true local experience with warm hospitality and deep roots in Big Sky Country. Guests enjoy world-class, unpressured fly fishing on blue-ribbon rivers, spring creeks and private waters, including access to the Yellowstone River basin streams. Expert guides tailor each trip to your skill level, creating a rewarding adventure for beginners and seasoned anglers. After a day on the water, relax in handcrafted accommodations and enjoy farm-to-table meals with stunning mountain views. 

Flylab discount: 10% (pro) / 5% (basic) off destination travel packages.

Partner Spotlight

RareWaters

RareWaters is a simple and affordable way for anglers to book private ranches, experience fly-fishing adventures and get away from the crowds. RareWaters connects landowners and anglers together in one place, enabling premium do-it-yourself fly-fishing experiences. Purchase a Season Pass, the “Unlimited Season Pass Membership,” for unlimited access.

Flylab discount: 20% (pro) / 10% (basic) off “Unlimited Season Pass Membership.”

If you’re a fly shop, outfitter, fishing lodge or outdoor brand and interested in becoming a new Flylab partner, learn more about our program here. Join the best partner network in fly fishing.

From The Flyfish Journal: “Olivia Elia is a guitar luthier and bamboo fly rod builder based in Bend, OR. After searching for a rod builder who could teach her the trade, she found Dave Dozer of Bamboo Pursuits. Dozer offered Elia an apprenticeship, sharing his knowledge of the craft…”