How to Support Flylab

Thinking about independent storytelling…

We have a number of readers who reach out and wonder how they can support our editorial project at Flylab?

1. Sustainable support. The first thing you can do is become a paid subscriber, if you haven’t already. We will always be committed to a deep roster of free content, but we also have to keep the lights on, which is why we built out a paywall in 2026. No one really needs another paid subscription, we get it, but we also hope you find value in the news, reporting and experienced perspectives we bring to the fly industry–if that’s the case, please support the cause, and many thanks if you do.

2. Independence. A little media context is probably helpful: We built this outdoor project to support an independent editorial approach, ideally to meet the needs of consumers, and not necessarily advertisers. Providing honest, unvarnished opinions about gear, business trends, conservation, public land advocacy etc. doesn’t always engender good will with every brand and manufacturer. So, to sustain this model, reader support is essential. End of the day, it’s important for us to say what we really think about the new and highly-hyped $1,700 fly rod, and provide readers (fly anglers) with this valuable feedback loop.

3. Consumer value. Speaking of increasingly expensive fly-fishing gear, boating equipment, travel opportunities etc.–our goal is to be a 100% credible source of independent product testing, journalism and consumer advocacy, which should provide readers with (vetted) market insights and (consistent) savings through more informed purchasing decisions. Everyone’s bought an overpriced, poorly-performing piece of gear at some point–our mission is to make sure that doesn’t happen to you.

4. Intentional consumption. The beauty of the Substack email platform is its simplicity and intentionality. Email is a “pull” medium, where you choose what lands in your inbox, and supporting us helps you escape the “algorithmic treadmill” of social media. Instead of being fed content by a machine designed to keep you angry or distracted, you’re curating a personal digital library of voices you trust. That’s a win.

5. High-signal, (relatively) ad-free content. Traditional media has a lot of corporate overhead, advertisers, sales teams, executive salaries etc. On Substack, roughly 90% of your paid subscription goes directly to the Flylab team, allowing us to make a sustainable living without clickbait, spammy content or algorithmic slop. We can tell the stories we want and that matter, and you (the reader) can become smarter and better informed.

6. Annual pricing. How did you price your subscription/membership? We did a bunch of market research and found that the average annual spend for U.S. fly fishermen was ~$1,200. And because our average annual discount is ~23%, we felt like $120 was a bargain for an annual subscription, when you balanced that against the savings from our partner discount program. If you’re an angler in the market for new gear, trips or travel, a Flylab membership should pay for itself in a few thoughtful purchases. We’ll also be providing members exclusive content and direct access to the team for Q&A sessions, where we’ll cover gear, skills, destinations etc.

Media misinformation is at an all-time high–we’re here to provide the level-headed perspectives and trusted knowledge that matters.

Thanks for tuning in and we hope to see you behind the paywall.

Kirk, Tim and Andrew

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