She’s Fly Fishing Healing, Community, and “Being Your Own Guide”

The Fly Box LLC
Sep 3, 2025
6 min read

This interview was conducted by The Fly Box and featured in Casts That Care, our charity-driven fly fishing newsletter.

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Fly Fishing Healing, Community

Many people turn to fishing, and especially fly fishing, as a way to heal and navigate difficult times. When tragedy struck in 2009, fly fishing wasn’t yet part of Dylan Demery’s life. But picking up a rod became more than a pastime; it became a way to process grief, reconnect with herself, and eventually spark a movement for women in the sport.

“I started fishing in 2010 as a way to heal after my husband passed away,” she recalls. “He was a spin angler and I started fishing with his gear. It brought me a sense of peace—a connection to him, myself, and nature that I hadn’t really experienced before.”

It didn’t take long before the pull of fly fishing set the hook. Watching her girlfriends cast with grace and precision made the transition irresistible. By 2010, Demery had traded spinning gear for a fly rod and, despite a tangle of line and missed hooksets that first day, she was hooked.

From Personal Healing to Building She’s Fly

As Dylan found her place in the sport, she quickly realized the barriers women faced. Buying her first pair of waders was an eye-opener.

“As I started getting more into the sport and decided to purchase my first pair of waders, I experienced first hand the lack of resources and gear for women. That was the catalyst for Emily and I to start She's Fly—we wanted to provide gear and resources for women to get into this sport. I also wanted to share the healing qualities that I've personally experienced from my time on the water.”

What began as a personal outlet for grief evolved into a brand with a mission: to create both access and community for women in fly fishing.

“Be Your Own Guide®”

Every brand has a core philosophy, and for She’s Fly it came during a simple dinner. Emily, Demery’s co-founder, coined the phrase that still defines their work: Be Your Own Guide®.

“It actually came from Emily when we were having dinner one night,” Demery explained. “When we started fishing, we relied on our close group of girlfriends who knew what they were doing and taught us. It was informal and just enough to get comfortable so we could go out on our own. We want to teach women just enough to feel comfortable to get out on the water and be productive on their own—to be their own guide.”

This simple phrase has become more than a motto—it’s a mindset. For Demery and the women she teaches, being your own guide isn’t about going it alone, but about gaining the confidence to step into the water with enough knowledge to trust yourself. It reflects the idea that empowerment in fly fishing comes not from eliminating mistakes, but from having the freedom to learn, experiment, and grow at your own pace.

The Beginner Bundle

She’s Fly set out to rethink how beginners are welcomed into the sport. Many starter kits on the market felt like afterthoughts, but Demery wanted to design something that felt intentional and supportive from day one.

“We wanted to make it affordable but also wanted to include a few of our favorite things along with a box of starter flies that we always have in our own boxes. The fly box comes with a card describing what the flies are and when to use them… We also were particular about including what you need to go out on Day 1, including extra leaders and tippet because we all know how often beginners go through leaders and tippet.”

By pairing affordability with thoughtful details, the She’s Fly Beginner Bundle became more than just gear—it became a foundation of confidence. It reflects the kind of entry point Demery wishes she’d had herself.

Retreats with Intention

When Demery and Emily first attended the Fly Fishing Retail Expo in 2019, their business was still in its early stages. But one thing was clear: the industry lacked spaces where women could learn and connect in meaningful ways. “We didn't see small, intimate women's-only retreats. And we didn't see stores that carried the gear that we found”

Various She's Fly Retreats, Book Your Spot Now! — Various She's Fly Retreats, *Book Your Spot Now!*

Today, She’s Fly retreats are central to that mission. “Our retreats are small and we do that on purpose... We want our clients to feel included and to connect with each other.”

These trips go well beyond fishing. “We try to pick fun locations that have lots to offer from site seeing to shops and dining to museums... hot springs, and yoga"

"Our goal is to help you learn in a relaxed, non-judgy environment so that you're more comfortable asking questions and immersing yourself in the experience.”

These retreats often become more than just fishing trips; they can be deeply emotional experiences that play a role in the healing process. Many women who attend are carrying their own stories of loss or hardship, and the supportive environment allows them to connect with others who understand. For Demery, some of the most powerful moments have come when guests find comfort not only in fly fishing, but also in the empathy and strength of the women around them.

Building Community Beyond the Water

For Demery, She’s Fly has never just been about fishing... it’s about belonging. Beyond retreats and lessons, she works to create a lasting network where women feel supported. Clients are added to a VIP list and invited to occasional gatherings, whether to fish together or simply share a drink.

*Dylan, and Emily, Co-Founders, She'sFly*

“We try to nurture our community,” she explains, noting that participants are encouraged to reach out with questions anytime. For Demery, the connection doesn’t end when the trip does—it’s about building relationships that continue long after the rods are put away.

Conservation at the Core

She’s Fly also takes conservation seriously, particularly in the wake of Colorado’s devastating Cameron Peak fire. Demery has seen the impact on her home waters firsthand. “We are huge supporters of The Coalition for the Poudre River Watershed (CPRW) along with Trout Unlimited,” she explains. CPRW’s work in recovery and mitigation has become a cause she’s especially passionate about, alongside projects like the Fort Collins TU chapter’s effort to restore native greenback cutthroat trout.

The message is clear! Protecting rivers is as central to She’s Fly as teaching women to fish them.

Breaking Barriers in the Industry

For many beginners, the fly fishing world can feel intimidating, and Demery is candid about the changes she’d like to see. “The industry can be extremely elitist when it comes to beginners,” she says. “There’s a misconception that you need to spend hundreds of dollars on top gear to be productive. The fish don’t care how much you spent on your rod.”

Instead, she believes in meeting people where they are. It’s an approach that resonates with her students. Many have told her that She’s Fly’s basics class was the most approachable and fun introduction they’d ever had. “That’s what it’s all about for us—let’s give you a comfy space to learn and then help you get on the water!” Demery says.

Looking Ahead

As She’s Fly looks to the future, Demery is clear about where her focus lies. “We are shifting our model slightly in the next year and will focus more on experiences and lessons while reducing our retail footprint. We still plan to offer women's gear and will have limited runs of special edition products, but we really want to offer more retreats in more locations. So stay tuned for some retreat additions in 2026!”

For anyone ready to be part of the story, the invitation is open: www.shesfly.com and @shesflyfishing.