Welcome to The Rising

Thoughts on the culture of fly fishing from a Gen Z angler.

Minding the nets in Bristol Bay, Alaska

During a typical rainy evening in the Pacific Northwest, there is something different happening inside a local brewery. A group of a dozen or so women of all ages gathers around a table. At the center is a tattoo-covered gal named Lindsay, who is leading what looks to be a fly-tying instruction.

Upon closer examination, it becomes clear that this is no fly tying instruction; it’s a class on how to make earrings with fly tying materials. These ladies have come together for a variety of reasons, yes, to make earrings, but more importantly, to build a community around fly fishing. Specifically, one that gives women a space of their own to engage with the sport. Lindsay and this group of women are the new era of fly fishing. One that Gen Z is quietly leading.

Fly fishing is at a crossroads.

With the COVID boom dissipating and social media still fueling a wealth of bad information, the industry is asking how to reach the next generation. So far, they’ve misunderstood what this next generation actually wants, and instead, the space has been filled with noise. $1,700 fly rods? Nope. Over hyped fly-fishing movies? Try again. Social media influencers? Get lost. Acronym organizations that fail to listen? We’re tired of it.

The next generation is ready for something new, and anglers like Lindsay are here to bring it to fruition. Instead of overpriced fly rods, we want a warranty program that actually gets us back on the water. Instead of fly-fishing films that showcase a side of fly fishing most will never know, we want films that connect to our experience on the water. Instead of a barrage of marketing ploys, we want brands that are dedicated to our experience as their customers. And instead of telling us we don’t belong in the conversation, it’s time to invite us to have a seat at the table.

As a member of this next generation, I’ll tell you that we are here to stay, and while you may not like it, we’re shaping the future. A future in which brands are held accountable, public lands are protected, conservation issues are acted upon and a community of anglers is prioritized.

That future doesn’t build itself. It’s built by anglers like Lindsay, in breweries, on the river, in college club meetings, one conversation at a time. Most importantly, it’s built by telling the truth about what the next generation actually wants. That’s what The Rising is for. To give this next generation a seat at the table.

Structured as a biweekly column, hosted exclusively on Flylab, The Rising will engage with a variety of fly fishing topics with genuine intention. Anything from fly fishing influencers to how to fish on a budget to fly fishing with substances, nothing is off limits.

Your certified Gen Z contributor, Cliff Watson, is a lifelong angler, an experienced guide and an industry professional. Through his work, he is able to connect with the next generation in a way that gives him a front row seat to what the future of fly fishing cares about.

However, even with that connection, he’s just one angler, with one perspective. And, while this column seeks to give the next generation a voice, one voice cannot carry a generation. So, we want to hear from you. Let us know what you think. What did we get right? Where did we go astray? All discussion is welcome. Additionally, we want to hear from you before we hit publish. Keep your eyes out for opportunities to share your thoughts on a topic via audience surveys and opinion polls. Digital media has the (engagement) tools, and we’ll use them.

Lindsay’s class in that Pacific Northwest brewery is just one example of what is happening in fishing towns across the country. In every one, the next generation is swapping fish stories, sharing knowledge and expressing their frustrations and revelations on the state of fly fishing.

With The Rising, those conversations have a place to land.

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Cliff Watson grew up in Wisconsin and now roams the Western U.S. like many other displaced Midwesterners. He has commercial fished in Alaska, hitchhiked with a fly rod through South America and developed some thoughts along the way. He writes about fishing, culture and the human experience. Also, give his Substack, Kudos, a follow. You’ll be glad you did.