Rethinking Brand Partnerships in Independent Fly Shops

In the world of fly fishing, independent fly shops have long served as the heartbeat of local angling communities. These establishments don’t just sell gear, they provide real-world advice, stories, and a sense of place you won’t find in a big box. But when it comes to brand partnerships, many of these shops are stuck in outdated, one-sided endorsement structures. It’s time to rethink that relationship.

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