AT News: School of Trout, Better Public Lands Policy, Fly Shop Consumables
Industry updates for late-September: lots of gear news, public lands policy and fly shop 2025 sales data.
Check out this week’s buzz on the fly-fishing industry. Early fall is here and we’re entering the Baetis season–little flies and subtle eats, so treat your fish with the utmost care.
School of Trout (Tao of Trout) Starts Next Week
Tim Romano and I will both be taking part in the “School of Trout” next week on the Henry’s Fork in Idaho.
Granted, you could call the Henry’s Fork itself the School of Trout, because it’s easy to get taught a lesson or two there by the fish, whenever you visit. But I’m talking about Todd Tanner’s School of Trout, which is brilliant in concept and an important example on a number of levels.
Assemble a team of career guides, authors, artists and others who live and breathe fly fishing for a living. Invite a limited number of “students” to spend the week with them, absorbing all they can, and spending a bit of time on the water together. And when they “graduate” after a week, hopefully these aspiring anglers increase their grasp and appreciation for the sport exponentially.
We’ve been taking part for several years now, and it’s become the highlight of our year, because: 1. The instructors inevitably learn a lot from the students, and it’s a great way of keeping in tune with interests, and 2. It’s about sparking a genuine passion and deep respect for fly fishing, and it doesn’t get any more important than that.
All of which is meant to congratulate Todd and his team on another great effort, and add congratulations and thanks to all of you who make a point to involve teaching and mentoring in your fly-fishing businesses, outfitting efforts and personal endeavors. – Kirk Deeter
If you’re interested in learning more about the Henry’s Fork, check out the Henry’s Fork Foundation. Established in 1984, The Henry’s Fork Foundation (HFF) is a non-profit organization located in eastern Idaho that works to conserve and protect the health of the Henry’s Fork and South Fork Snake River watersheds.
Recent News
PFAS “Forever chemicals” detected in the Savannah River, while national drinking water rules crumble. “As for what they do to us, PFAS leave few stones unturned, disrupting liver, kidney, thyroid, nervous, immune, endocrine and reproductive functions. It takes about five years to half their amount in the human body. Communities with PFAS-contaminated drinking water experience up to a 33% higher rate of some cancers, the University of California Keck School of Medicine found.”
Wes Siler breaks down the recent challenges to The Roadless Rule. “Everyone is up in arms around the repeal of the Roadless Rule right now. Despite very few people knowing what that was two months ago, it’s got a sexy name, so post sell off hullabaloo, it seems to be the thing most able to capture people’s limited attention spans. It’s a shame then that no one can figure out an accurate way to talk about it.”
Wes Siler breaks down the recent challenges to The Land and Water Conservation Fund. “Since 1965, LWCF has funded 46,000 projects, touching every state and county in America. In that time, it’s added eight million acres of new parks and recreational land. You can find a map of those projects at this link. If you’ve ever parked at a trailhead, put in at a fishing access site, visited a park, or otherwise recreated outdoors, you’ve benefited from LWCF. Some math: Adjusted for inflation, $900 million at the beginning of financial year 1978 would be equivalent to $4.34 billion today. Even as oil and gas production and profits in this country have expanded astronomically, the amount drawn from them for LWCF has remained at 1978 levels.”
Wes Siler breaks down the recent challenges to The Public Lands Rule. “People in our world–people who care about public lands, wildlife, the environment, and stuff like that–often operate with the best possible intentions. But good intentions aren’t enough, on their own, to create effective change. That’s a lesson we’re learning the hard way right now, as our nation’s unique system of public lands is being undone in pursuit of reckless greed…”
And finally, Wes Siler on How We Can Effectively Advocate For Better Public Lands Policy. “By focussing the public’s attention on stuff that actually matters, and directing it towards effective advocacy about the responsible politicians, we can fix this stuff. But if we keep pretending that every little thing is an emergency, keep failing to provide any actual insight into why this stuff is happening or who’s responsible, and keep letting the very politicians trying to destroy our public lands get away with using them as a campaign tool, then we are contributing to the very destruction of the thing we claim to hold dear.”
Philip Curry, the founder and CEO of Astral, talks about the origins behind the eco-conscious brand. “One day, in the middle of a field, I thought, ‘Can I actually preserve more water and soil by getting back into the outdoor gear business?’ I did the math and realized that by creating high-performance products from natural materials, I could potentially have a much larger impact. So, Astral was founded with a core mission: to protect as much soil and water as possible. We started in 2002, producing lifejackets (PFDs) that helped move the industry away from PVC foams…”
Wes Allen discusses the outdoor industry data vacuum: What Independent Outdoor Retailers and REI Can Do to Create a Healthier Industry Ecosystem. “[Outdoor retailers] are a data black hole for brands. While we want new products that match our customers’ needs, we rarely provide our partners with information that enables them to figure out what is working. Our trepidation around that information being used to take our sales leads to us being served up product for next season that is mostly designed by ‘best guess.’”
More from Wes Allen–how specialty retailers can move the needle: “1. Align buying decisions with complaints: If you’re dissatisfied with a brand’s strategy, reflect this in your purchasing decisions. 2. Proactively share data: Collaborate with brands by sharing sales and customer data. 3. Take more risks with new brands and products: Diversify inventory by taking calculated risks on smaller, innovative brands and products.”
From the Skwala Lounge: Guilty Pleasure Flies. “All subcultures define themselves as much by who they aren’t as who they are. But let’s be honest; we’re just using the flies as signifiers. Hating the ‘right’ flies lets you feel superior to the ‘wrong’ kind of anglers…” But those worms on Gamakatsu Trout Worm Hooks are definitely offensive, and are known to brain fish or damage their eyes. They would be good to remove from your fly box lexicon ASAP.
Fly-fishing Media
New in the book bin: Fly Fishing Pressured Waters: Tactics, Techniques, and Strategies for Popular Western Rivers and Beyond by Nicholas Conklin and Collins Illich ($47). In many ways the book’s title feels slightly incongruent to the vast majority of the gear, technique and tactical recommendations–how to be more efficient at the boat ramp or setting up your boat or managing your day on the water are good things to be thinking about as angler, but do they only matter in the context of “pressured” waters? These feel like general etiquette and tactical awareness tips that should be happening at every boat ramp, crowded or not. The fishing tips also feel fairly boilerplate relative to the next-level skills required to be hunting down the fish that matter in any watershed. Finding big fish is a differentiated skill set.
Fly Fusion Marks 20 Years with Expanded Publishing and Digital Reach. From Chris Bird, Editorial Director: “The new digital issues extend the print magazine you know and love. They are accessible instantly, anywhere, and packed with the same award-winning photography and editorial excellence that have defined Fly Fusion from the beginning.”
Gear Buzz
We review some RestorLine fly line products. “RestorLine makes repair kits for fly lines–products like ReLine (for nicks or cuts in line coating), ReLOOP (for welded loop repair or replacement) and LineSPLICE (for fixing a cut or broken line). Kits are sized for a range of fly lines from 3-10 weight (any type)...”
Copi Vojta of TFFJ reviews the Patagonia Swiftcurrent Traverse Zip-front Waders. “The Swiftcurrent Traverse Waders are built with a comfortable fit and plenty of range of motion for scrambling around to and from your favorite honey hole…” Find a pair today @ MRFC ($549). We’re also testing them this fall, and they are great waders.
Are LOC Waders Worth the Price? Why should someone pay $1,650 for a pair of waders? “Our brand promise is like no other. Our waders are handmade by real people. Not to be compared to industrial made waders where the driving force is speed and volume. When speed and streamlined processes become the driving force, one will always compromise on quality. We decided to use the toughest materials and components out there, which comes at a price…”
A Spey Rod Built for Idaho’s Clearwater River. “The Saga setup offers a smooth, progressive action, meaning the rod gradually flexes from tip to butt as it loads during the cast. That helps new casters feel the rod loading through the casting stroke, improving their timing and loop control.”
Southflyfisher reviews the Epic Trutta Model 3/4/5 Fly Reel. “Weighing in at only 106 grams (3.73 ounces), the Trutta is available in one compact size suitable for 3-to-5 weight fly lines–the perfect reel for brookies, char, masu salmon (in fact any trout of more modest proportions), and just like Epic’s innovative FastGlass rods, this reel brings a big dose of fun back into small stream fishing.” Grab one today from Epic Fly Rods: Trutta Hubless Fly Reel.
Southflyfisher also reviews the Epic Titanium Series 890Ti Fly Rod. “The Epic 890Ti fly rod asserts itself as the workhorse of the flats–the eight weight you reach for when you want something that carries both authority and personality to pack for your next saltwater destination.” Grab one today from Epic Fly Rods: Epic Titanium Series 890Ti Fly Rod.
Redington introduces the new Predator SALT fly rod lineup. “A popular wallet-friendly fly rod is getting a salty makeover, a savvy move by long-time rod-maker Redington, as it aims to improve its footprint on the flats. New this month is the company’s new Predator SALT, an armored version of the company’s appreciable Predator line of ‘big-fish’ fly rods.” Find a Predator SALT today.
Hatch reviews the new Orvis Superfine Graphite fly rod. “Some aren’t going to like the faster-than-usual nature of the new Superfine Seven/Eleven, and I get that. But don’t mistake the rod’s moderate speed and its ability to make effortless casts over open water for some lack of ‘feel’ or a perceived inability to function at closer quarters.” Find an Orvis Superfine fly rod today.
Superfine addendum: Flylords reviews the Orvis Superfine Graphite Fly Rod. “For $598, I’m not sure there’s a better dry fly-focused rod on the market, especially one that’s made in America.”
From Field Mag: The Most Influential Labels From Each State (everyone loves lists). “Generally speaking, the mass production of consumer goods is a net negative for the outdoors. But thoughtfully made gear that adds value to outdoor pursuits by augmenting one’s ability to meaningfully connect with nature always puts a hop in our step. And products that center design and function will withstand years of use, allowing you to buy less and enjoy adventuring more.”
It’s that time of year when every fly-fishing brand is putting gear on sale: Simms fall stuff, Madison River Fishing Company has piles of gear on sale + the Airflo fly line sale, Epic Fly Rods have great Fly Rod & Reel Combos with awesome savings, BOTE SUP deals, Grundens End of Summer Sale, 3Bird Summer Sale, Stio Warehouse Sale.
Boats
Small Craft Sales is THE go-to marketplace for buying and selling small boats and other specialty watercraft. Looking to buy or sell a small boat? Check out the brand-new used boat marketplace: modern, searchable, community-driven platform built for anglers, paddlers, rowers, tinkerers, outboard junkies and anyone dreaming of their next waterborne adventure.
Best Fishing options this week:
From Outcast: The OSG Clearwater. Fall steelhead season is here; crisp mornings, quiet rivers, and miles of water waiting to be explored. “The OSG Clearwater is built for anglers who want the freedom to chase fish on big water without the hassle of a heavy setup. With a 450-pound load capacity and trampoline-style cargo space in both the front and back, the Clearwater has room for all the gear you need for extended trips. Weighing just under 35-pounds, it’s easy to transport–no trailer needed.”
Flycraft Ninja One Man Fishing Boat. “This 9-foot, one-man boat is perfect for anglers seeking a portable yet fully functional craft. Whether you’re casting on lakes or navigating the currents of your favorite river, the Ninja Base has you covered. Ideal for lakes and rivers.”
Fly-fishing Jobs
Mayfly Outdoors: CNC Machinist specializing in Metal products. “Mayfly Outdoors seeking a skilled and detail-oriented CNC Machinist to join our growing team. The ideal candidate will have experience with CNC machinery specializing in metal products, strong production skills, and a commitment to quality. This candidate will be required to work on some weekends and 2nd-shift based on business needs.”
Cheeky Fishing: Event Coordinator, Cheeky Schoolie Tournament. “Cheeky Fishing is seeking an experienced and motivated Event Coordinator (EC) to lead the planning, coordination, and execution of our annual Cheeky Schoolie Tournament on Cape Cod. This exciting event brings together anglers, sponsors, and the local community for the industry’s premier fly fishing tournament.”
Last Week’s Survey Results
Flylab readers like expensive fly rods? This is probably good news for the bigger brands to hear. Like bike frames or surf boards, the (correct) fly rod and fly line largely determine on-water performance, if anglers are casting and presenting flies in a functional manner.
TrackFly Industry Trends
TrackFly is a data aggregation and analytics platform, connecting specialty retailers, brands and sales professionals. They are helping Flylab track key industry trends.
We’ve been saying through spring and summer, the fishing must be pretty good this season, because people are sure getting out there. We know, because they have been buying the “consumables” categories like never before. Flies, leader & tippet, indicators and floatant sales are all up remarkably well over 2024 numbers.
But we also say, this industry isn’t driven by consumables. Yes, they do bring anglers into the fly shop. But, of course, like all outdoor industries, we survive on creating new product and bringing it to market: rods, reels, softgoods, packs, waders and watercraft that anglers read about and put their hands on at their local fly shops.
We had concerns during the first half of 2025 that not enough people have been spending on all the new higher-dollar product that’s been available–in economic terms, we think of this as “discretionary” product, which it is, for anyone who already owns a rod, reel and waders. This is a less-than-favorable trend we’ve been measuring in overall sell-through from February through at least May. Then, June wasn’t too bad, up +2% over prior June in total product sales. And July was up as well.
Finally, in August, we measured significant sell-through growth over the prior year, up over 7% in dollar-sales, with growth in both Units and ASP (Average Selling Price). Almost every product category was up in August. And importantly, the closely watched category of Rods finally had a strong month of growth over prior year, at +10%.
In truth, it’s not been a great year for a number of outdoor industries, and it would be irresponsible of us to ignore the prevalence of much economic news this year that we customarily are not exposed to, specifically around tariffs. For consumers, it created mostly shock and uncertainty; and we have watched measures of Consumer Confidence come in markedly lower than they had been for many years. Consumer Confidence is, of course, a real economic measure, and it’s correlated with a number of economic factors: inflation and cost of living, unemployment numbers, layoff news, even stock market valuations and news of worsening military conflicts, etc. Some economic measures may move in different directions, but, ultimately, they all can influence Consumer Confidence, which is a leading indicator of how people will spend their own discretionary funds. And we all know that consumer spending is about two-thirds of the U.S. economy. So, this matters.
Also, it’s a long-held belief that when the economy goes lukewarm, people go fishing. Our own data, in fact, confirms it. Indeed, lots of people go fishing, and they buy flies, tippet, floatant, beer and coffee. But it does not mean they all spend on the more discretionary higher-dollar categories, like new rods, reels, waders, watercraft, etc. Some will, but not everyone, and this is the story of the first half of 2025.
Then through July and August, some of the news around tariff wars transitioned to news of tariff agreements, which perhaps helped to settle some uncertainty around pricing and inflation. And peoples’ 401k accounts rebounded from the April dip. Consumer confidence improved along the way, at least through the first half of August. And maybe that’s been enough for the holdouts to finally buy the gear that they have been reading about and seeing in the shop all season.
To recap, June and July were on par with the prior year, but August was really a comeback month for overall sell-through, and for almost every category. YTD sell-through is now recovered to being essentially “flat” for 2025 versus 2024.
It’s worth noting, there has been news of consumer confidence declining again during the first half of September, driven by both economic and non-economic factors. And despite the materialization of some tariff agreements, we should expect further tariff conversations to ebb and flow with any number of other countries. Consequently, we should expect economic uncertainty to rise and fall in the coming months, and perhaps for the next several years.
So, more closely managing our supply chains, costs and pricing might continue to feel like a higher, more urgent priority than it was in prior years. This has become apparent across many consumer product categories, so we know we are not alone. At least, we know people will be fishing.
Holiday season is coming, which we can all plan for with intention. If you purposely keep well stocked on top-selling, highly “giftable” SKU’s, and if you message/market effectively, there may be opportunity for decent incremental sell-through.
As we often say, TrackFly is here for you, analyzing real POS data in every category every month, and together we can dig deeper into the backstories behind the numbers. We are now offering custom analytics, designed to answer your specific questions.
TrackFly: “You have to make business decisions every day; why not do it with real data and insights on your side?”
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Great to see the School of Trout returning to the Henry’s Fork—few rivers teach anglers more than this one. For those visiting, we invite you to take a deeper look at the Henry’s Fork Foundation’s work to protect and sustain this fishery for the long run. Since 1984, HFF has been applying science, collaboration, and on-the-ground projects to keep the river resilient for trout and for anglers. Whether you’re here to learn, fish, or simply enjoy the Ranch at sunrise, you’re part of a community that values this place. More on our work: henrysfork.org.