Stop Pinching Mom-and-Pop

Stop Pinching Mom-and-Pop

One thing everyone in the fly-fishing community might agree upon: The game is a lot different now than it was 20 years ago.

More people, more pressure, more money, more competition.

Two of the things that have traditionally comprised the foundation of the sport are the small, independent fly shop, and the upstart entrepreneur with a cool product idea. I fear that, even though we’ve seen that herd significantly culled during the last 20 years, the real day of reckoning may still be coming. It’s getting harder and harder to see the yin-yang relationship between large manufacturers and small retailers (direct sales, pro deals, and so on) and many smaller manufacturers are being squeezed out (or ripped off) by the big guys.

Strong-arming shops to carry certain brands and inventory is nothing new. But when you can’t deliver products to shops on time (even though your own online direct sales channel seems to be flush), and when you finally do deliver, you’re selling direct at 40% off to make ready for next year’s lineup, what’s a dealer to do? Maybe break even?

And if a manufacturer sees data that shows “Supergizmo” is selling like hotcakes, it doesn’t take long for the knock-offs to start showing up.

Shops that are right by the river are fairly insulated. They’re called fly shops for a reason, right? So, they can sell oodles of flies (assuming they can get them). They can also choke the rivers with guide trips. I’m starting to think the “industrialization” of the sport has much deeper roots that extend back to big manufacturers, as well as these “destination” shops themselves.

Big conglomerate companies have financial growth targets to meet and shareholders to satisfy. Other companies that are positioning to sell themselves must aggressively grow the bottom line. That’s business. So, they squeeze the small players, and they mask marketing as media, and most fly-fishing aficionados are none the wiser.

We believe, however, that if fly fishing ultimately loses touch with the do-it-yourself angler, or the independent shop, or the person inventing in the garage, or the family-owned lodge, we’re eventually going to realize that the hole in the bottom of the bucket will grow bigger than anyone expects, and fly fishing, as a whole, will suffer.

That’s the concern that prompted us to shift gears toward Flylab. We offer honest, straightforward product reviews, with no financial strings attached to manufacturers. We refer readers to independent shops. And, in turn, to support the whole process, those partners offer Flylab members deals on products, which may help out DIY anglers of all levels.

This “industry” is at a crossroads now. There’s an awful lot at stake. Fly fishing can’t afford to lose its essence. I don’t think we want to go the way of skiing, cycling, golf and other outdoor pursuits. I don’t think we have to. There’s a difference between turning a profit and making a respectable living, and profiteering at the expense of the sport.

It’s just like fishing itself–if there aren’t any small fish left in the river, the future looks bleak. If, on the other hand, there is healthy habitat, sustaining fish of all shapes and sizes, the future will remain very bright. 

It’s time to choose, and assuming we make the smart choice, we should collaborate to make that a reality. – Kirk Deeter

Can You Trust Product Reviews?

In some of Flylab’s original market surveys (2023), we uncovered some fairly eye-opening consumer data: About 60% of new fly fishermen (particularly Millennials, Generation Zs) told us they don’t trust product reviews.

Why is this the case? They overwhelmingly pointed to bias when consuming media, shopping (e-commerce, in-store) and conducting online research. For the most part, they view the product ecosystem as poisoned by good old fashioned advertising and self interest. Authenticity, or the lack of it, is the new go-to buzzword.

While often brand new entrants to the fly-fishing market, these younger demographics appear to be sophisticated shoppers, having evolved with smartphones and social media. Not surprisingly, they can spot underwritten content from miles away.

• Magazines and media: If you’re trying to tell them what fly rods to consider, but your business model is supported by endemic branded advertising, they don’t trust you. Probably the oldest pay-to-play media loop in history.
• Influencers: The biggest entrant (reach) to the well-poisoning neighborhood. You’ve got 150k followers, are pro-staffed by such-and-such brand and you want the world to trust you when recommending gear. This doesn’t pass a basic transparency sniff test. Everyone understands you work for the brand.
• Affiliates: The Wirecutter model. Any media brand or content creator cranking out highly-favorable product reviews, but also taking 10% kickbacks from manufacturers or e-tailers through affiliate tracking platforms, should assume they lack consumer trust. “When you buy through our links, we may earn a commission…”    
• Fly shops: They can only carry so much inventory and are in the business of selling what they carry. What about all the stuff they don’t fish or know about? It seems to be a pretty big blind spot with consumers.
• Manufacturers: They ostensibly “support” the little mom-and-pops with products, marketing and by not selling direct to consumers, but have realized–with their bigger reach, budgets and superior tech–that they actually can sell direct, so they are. The days of clear swim lanes between manufacturers and specialty retailers, as it relates to consumer marketing, have become pretty cloudy, and the buyers are caught in the misinformation crosshairs.

To make product life easy, the consumer should always consider the money trail beneath the marketing intent when vetting sources of information. You’re in the market for a new car? What’s the first step in the discovery process–an hour on Car and Driver? an hour on the brand’s website? or an hour at the dealership? Each can provide specific value, but also radically different relationships to product information and transparency.  

Consumer Reports, or media brands like Car and Driver, were created to provide product testing, investigative journalism and consumer-oriented research. The brands build slick websites to woo consumers with their eye-candy marketing. The dealers and specialty retailers do a little of both.

The consumers’ job, ultimately, is to navigate this increasingly complex web of information, and misinformation, without getting sidetracked or overwhelmed. And our research suggests that today’s newer, younger anglers are probably much better at managing this environment than anyone expected.

Product Buzz

Simms, headquartered in Bozeman, Montana, has a deep history in the local community, as profiled by Big Sky Journal. We also review their Men’s Freestone Z Stockingfoot Waders. Korkers is rolling out an innovative new line of footwear products–we’ll be testing most of the line, but particularly looking forward to the Chrome Lite™ and Stealth Sneaker wading boots. Valuable boating tips from Tim Romano as we head into the floating season: river safety and some boat trip best practices before your first float.

Fly-fishing News

Montana Mayflies by Skip Morris: “To the passing hiker or meadowed-bank picnicker, a mayfly hatch, if they even notice, is a curious stippling of bugs on and flitting up off the water.” Flylab is giving away a 150th Anniversary Hardy Lightweight Reel. Follow Flylab on Instagram for a chance to win. Angling Trade is running a few surveys about small boat sales: listing opportunities and fair pricing. Andrew Steketee runs you through the dos and don’ts of hunting for big fish. In a world of mostly unwatchable fly-fishing films, Rolf Nylinder thankfully takes us into the Swedish golden zone. 

Recent Press

“The reviews feel so honest, I was kind of nervous reading them, and in my mind, that’s the way I should feel. Kudos to the Flylab crew. Nice to see honest experiences with fishing gear.” – John Frazier, Public Relations, Simms

“So, you guys are industry experts telling us what you really think of gear? You don’t take any ad money from brands? You partner with the best fly shops to get us the gear with discounts? For about $100 a year? What’s the catch?” – We’ve had this reaction a fair amount lately, but as we like to say, there’s no catch. We also aren’t selling your data or taking affiliate cuts from our reviews, unlike most of the world.  

Scouting Report

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

The Silver Bow Club

The Silver Bow Club is a family owned, Montana guest ranch on 1,800 acres and three-and-half miles of the Big Hole River. The all-inclusive Grand Lodge is ideal for fly-fishing adventures, family vacations, or corporate retreats. The ranch is located in the middle section of the Big Hole, Dickie Bridge to Maiden Rock, just upstream of Maiden Rock Canyon.

FlyLab discount: 10% off all log cabin bookings. Which is an awesome deal.

Every river needs more friends, and the Big Hole is no exception.

Partner Spotlight

WorldCast Anglers

WorldCast Anglers is an outfitter, fly shop and destination travel provider from Victor, ID. With permits on the South Fork, Snake, Teton, Henry’s Fork and Yellowstone National Park, they are one of the premier fly-fishing destinations in the Rockies. They are also home to the famous “South Fork Hilton” overnight fly-fishing adventure and the Western Rivers Guide School, one of the oldest guide schools in the country.

FlyLab discount: 10% off South Fork Hilton trips, 20% off all fly purchases of $50 or more.

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.