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This piece is part of Sunday Cast , a weekly op-ed published in Casts That Care —our daily fly fishing newsletter. Each subscription helps support fly fishing charities, with 50% of fees donated every month, Join Us Here ! Read more. Think deeper. Fish better. By Kevin Wolfe | Casts That Care When you think about the most iconic brands in the world, a toy company from Denmark probably doesn’t rank high on your outdoor industry radar. But maybe it should. LEGO isn’t just a maker of colorful blocks. It’s a global powerhouse in nostalgia marketing, storytelling, community engagement, and modular design — and its playbook offers serious insights for the future of fly fishing. This case study isn’t about plastic bricks or kids’ toys. It’s about how one brand built something timeless , and how a sport like fly fishing, rooted in tradition and craftsmanship, can do the same. 1. Modularity: Empowering the End User LEGO’s Model: LEGO thrives because of its modular design — everything fits together, but no two creations are exactly the same. Whether you're building a spaceship or a castle, it’s the experience of building  that keeps people coming back. What Fly Fishing Can Do: Fly fishing already has modularity baked in: Rods can be 3-piece, 4-piece, packable Reels can be swapped based on weight or drag Leaders, tippets, and flies are fully customizable But the industry rarely markets it that way. Fly fishing brands could do more to celebrate that “build-your-own-setup” energy  — inviting customers to experiment, mix-and-match, and create rigs that suit their personal style. → Imagine a "Build Your Box" simulator online. → Or fly combo kits themed by region, species, or skill level — like LEGO sets. 2. Storytelling: Selling the Journey, Not Just the Gear LEGO’s Model: From The LEGO Movie to LEGO Star Wars, the brand thrives by turning products into stories. They don’t just sell blocks, they sell imagination. What Fly Fishing Can Do: Fly fishing is already one of the most story-rich  sports on earth. But too often, brands focus on the product and not the experience. → Let’s talk about that first brook trout someone caught with a 3wt they saved up for. → Let’s film guides teaching kids how to tie their first fly, and the memory that follows. Orvis and Patagonia do this well, but there's room for even more. Smaller brands, in particular, can build community through authentic storytelling , not polished, influencer-heavy ads, but real river stories. 3. Nostalgia: Don’t Run From the Past — Use It LEGO’s Model: LEGO re-releases classic sets all the time. They’re not stuck in the past — they celebrate it. That brings generations back together and makes older customers feel seen. What Fly Fishing Can Do: Fly fishing has decades of rich history — cane rods, feather-wing streamers, classic catalogs. But we don’t leverage that nostalgia nearly enough. → Imagine a limited “Revival Series” of classic flies tied to vintage specs. → Re-releasing heritage gear designs with modern materials. → Story campaigns built around “the first rod I ever had.” Nostalgia isn’t about going backward, it’s about honoring the journey that brought us here. 4. Community: Invite Your Fans Into the Process LEGO’s Model: LEGO Ideas is a platform where fans submit set concepts. If they get enough votes, LEGO might actually make  the set. Fans become co-creators — and brand evangelists. What Fly Fishing Can Do: There’s massive opportunity for fly shops and brands to open their doors to customers: → Let anglers vote on next month’s fly box theme → Host a “design a logo” challenge or DIY fly contest → Feature community-submitted stories or tyer spotlights on the homepage Brands that collaborate with their customers  build loyalty that money can’t buy. 5. Sustainability: Make It Central, Not a Side Note LEGO’s Model: By 2030, LEGO plans to make all core products from sustainable materials. They’re not just reacting to the market — they’re leading it. What Fly Fishing Can Do: This one's easy. We already should  care about the environment. Our sport relies on clean water and wild places. But consumers need to hear that story: → Use recycled wader materials? Tell us. → Support stream restoration? Make it part of your product’s backstory. → Partner with local conservation nonprofits? Celebrate it. Fly fishing isn’t just gear, it’s a gateway to environmental stewardship. That should be loud and clear. Final Cast: From Plastic Blocks to Perfect Loops No one’s saying fly fishing needs to look like a toy aisle. But brands like LEGO succeed because they understand the emotional core of what they offer  — imagination, community, creativity, and nostalgia. Sound familiar? Those values live in fly fishing too. We just have to tell the story better. Build smarter. And invite more people to play. Because the next generation of fly anglers? They aren’t looking for tradition. They’re looking for connection. And the brands that provide it — will win. 🔗 Sources & References: LEGO’s Marketing Strategy Case Study – Influencer Marketing Hub LEGO’s Sustainability Goals – LEGO.com Outdoor Industry Marketing Trends – Outdoor Retailer Orvis Company Conservation & Storytelling Strategy

This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing newsletter. Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world, all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: "OMBRAZ15"  at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts. At Casts That Care , we’re drawn to brands that do things differently, not just for the sake of being different, but because they see a better way to solve a problem, and they’re willing to grind it out to make it real. That’s what drew us to Ombraz. If you're in the outdoor community, you've probably seen these guys... The armless sunglasses. Armless sunglasses sound almost like a gimmick… until you try them. And then you get it. They don’t slip. They don’t break in your bag. They’re light, durable, shockingly comfortable, and backed by a level of environmental commitment that’s more than just marketing fluff. In the fly fishing world, that kind of gear ethos resonates deeply. So we sat down with Jensen Brehm , one of the founders of Ombraz, to dig into the real story. Where the idea came from, how they actually pulled it off, and what it takes to build a company like this without selling out your values. This one isn’t just about sunglasses. It’s about what happens when two friends get obsessed with doing things the hard way, because it’s also the right way. The Barn, the Boys, and the 240,000-Step Grind Fast. Chaotic. Scrappy. And deeply intentional. That’s how Ombraz began, not in a sleek startup hub or under venture capital lights, but in the loft of a 104-year-old barn outside Seattle. It was Jensen Brehm and Nikolai Paloni, two friends with a wild idea: reinvent sunglasses by removing the arms. Completely. No investors. No playbook. Just 3,000 pre-ordered pairs and a mountain of work ahead. They stitched, threaded, tagged, and assembled each pair by hand, sometimes until 3 a.m., with help from friends, family, and anyone willing to grind. Jensen’s grandma pulled tags off cases. Day laborers from the Home Depot parking lot strung beads onto cords. Every pair took 80 individual steps. That’s 240,000 steps in total. They even brought in a stitch specialist (one who usually worked with brands like Filson and Louis Vuitton) just to perfect a bar-tack stitch that wouldn’t bunch or fray. All for a product that didn’t exist yet, and might not work. But they believed it would. Because Ombraz wasn’t built to ride a trend. It was built to solve a real problem. When the World Started Noticing The moment it all changed? Nikolai was walking down a street in Amsterdam when he spotted a random guy (someone they’d never met) wearing Ombraz. The sunglasses they made in a barn! That’s when they knew this wasn’t just a clever idea, it was a concept that could catch fire. It already had. But not through celebrity placements or splashy campaigns. Ombraz spread quickly via the way great gear always does: word of mouth. Because if the product works, and solves real problems. Once people try them, they don’t want to go back! Built for the Backcountry (and the Riverbank) Ombraz has been fully embraced by the bikepacking and gravel cycling community, which came as a bit of a surprise, Jensen admits neither he nor Nikolai are cyclists, but the "bikepacking/graveling community has turned Ombraz into THE sunglasses for bikepacking. A few key leaders in the space discovered Ombraz early on and their influence alone was enough to spread the armless concept like wildfire in the space."   Fly anglers, though? That one makes total sense. “They’re simple, no fuss, they solve problems, they’re minimalistic, and they look good,” Jensen told us. “What else could a fly fisher want?!” They’re dead-on for flats fishing, backpacking trips, alpine lakes, and saltwater skiffs. You don’t have to worry about the arms breaking off, digging into your temples, or getting caught in your hat strap. You throw them on, cinch the cord, and forget they’re even there. That functional-first approach is embedded in every design choice. Ombraz keeps their frames clean and timeless, no trendy shapes or flashy drops. “We don’t want to redefine style norms,” Jensen says. “We want to let the practicality of the product be the draw.” Culture, Curiosity, and the Rulebook They Actually Follow Internally, Ombraz operates with a rulebook that doesn’t feel like corporate jargon, it feels like a handwritten list on the side of a barn wall. Some favorites: Nothing is Better  – Arms? Who needs 'em. Armless truly delivers the best sunglass experience out there. Protect the Brand  – Don’t cut corners. Don’t chase hype. Don't Sellout. Protect the integrity of what they’re building... no shortcuts allowed. Raise the Bar  – Good isn’t good enough. Obsess over the little things. Quality is non-negotiable. If it can be improved, it will be. Deliver a Net-Positive Impact  – Carbon-negative is the baseline. Every pair makes the planet better, not worse. Be Curious & Think Outside the Box  – The whole armless thing started with a question. So keep asking them. Simplify  – Less flash, more function. Keep things clean so they can keep moving forward. – Strip away the unnecessary. Find Mentors  – Learn from people who’ve done it. Then chart your own path. – Ask smart people, dumb questions Think Scalably  – It’s not about growth at all costs—it’s about building systems that don’t break when things get big. Grow smart, sustainably, and without compromise. Have Some Damn Fun  – 'Nuff Said That mindset has led them to avoid gimmicks and instead invest in something most brands treat like an afterthought: customer service. “We make sure you’re treated better than any brand has ever treated you,” Jensen says. The Most Carbon-Negative Product on the Planet? Ombraz doesn’t just flirt with sustainability—they’re obsessed with it. For every pair sold, they plant mangrove trees... in massive numbers. The result? Each frame is 1,713x carbon-negative. They also don’t sugarcoat the realities: “We’re still shipping plastic around the world,” Jensen admits. “But we’ve got zero interest in doing that without delivering a substantial net-benefit.” In fact, they once pulled out of a planned appearance on Shark Tank  after realizing the VC pressure to “scale at all costs” didn’t line up with the mission. That integrity? It’s rare. And it shows. A Quick Tease for the Fly Community Fly fishers, take note, Jensen gave us the inside scoop: a fishing-specific, full-wrap frame  is in the word and can be expected, maybe as early as Spring 2026. Built with the water in mind. Until then, he swears their yellow-lens options outperform most competitors for on-the-water visibility: “You really have to try them on to understand how well they work.” It’s that “ah-hah” moment that keeps coming up. The one where you realize your old sunglasses just don’t cut it anymore. Why Ombraz Matters This isn’t a story about sunglasses. It’s about solving problems with relentless creativity. About building something in a barn that ended up all over the world. About staying weird, staying principled, and proving you don’t need arms to hold your head high. So if you’re on the fence, here’s the ask: try them on. Dial in the fit. Feel the difference for yourself. Ombraz didn’t just rethink sunglasses—they rethought what gear should feel like physically and metaphysically. Simple. Useful. Built to last. And once you feel that? You don’t go back. You can follow the Ombraz story on their Website: Ombraz.Com On instagram: @Ombraz , TikTok: @Ombraz Ombraz was kind enough to give us an affiliate link. If you’re thinking about picking up a pair, you can use THIS LINK — and all affiliate proceeds will continue to support our charity of the month. Thanks for reading. Thanks for giving back. This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing newsletter. Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world, all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: "OMBRAZ15"  at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts.

This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing newsletter. Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world — all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: SHESFLY15  at checkout for 15% off your first month, and we’ll donate 25% more to our charity of the month 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. She's Fly Beginner Bundle “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! 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 . This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing newsletter. Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world — all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: SHESFLY15  at checkout for 15% off your first month, and we’ll donate 25% more to our charity of the month

This interview was conducted as part of Behind the Vise and featured in Casts That Care, our charity-driven fly fishing newsletter by The Fly Box. Behind the Vise  celebrates the makers, storytellers, and innovators keeping American fly tying alive, while Casts That Care  brings you real stories, big ideas, and the heart of the fly fishing world, all while donating 50% of subscriber fees to a different fly fishing charity each month Join Us Here! By Kevin Wolfe | Behind the Vise x Casts That Care Throughout this article are photographs of Lydia’s original flies, showcasing her precision, creativity, and love for color. In Colorado Springs, Colorado, self proclaimed "Unofficial hype woman for all women in angling, loves flannels, fly fishing, and tying flies' " Lydia Wickizer ties under the name Flannels & Flies, creating flies that blend creativity, curiosity, and reflection. She began tying after falling in love with fly fishing, drawn to the materials and the endless room to learn. A Craft Rooted in Curiosity “I like that I can fish with anything I tie, and that there is so much to learn,” Lydia said. “With the countless styles of tying for different regions, I get to learn about flies, materials, fish, and the region itself.” That curiosity drives her process. Each new fly is a way to explore something beyond her bench, whether it is a new material, a regional tradition, or a story waiting to be told through thread and hook. Her work reminds us that fly tying is not only about creating something that catches fish, but also about learning the places and stories connected to every pattern. Finding Calm Through Creation “Tying helps me relax and recharge,” Lydia said. “More often than not, it’s about playing with a material that I’m learning about. Sometimes it’s themed. I have a series of perdigons inspired by Cleveland, where I grew up. I’m working on flies inspired by competitive women’s angling, specifically the fly that was their confidence pattern or the fly that helped them win a competition.” For her, tying is both artistic and grounding. Each session becomes an act of focus, patience, and creativity, a moment to slow down and let the materials guide her. Her approach shows how fly tying can be both a technical craft and a form of personal reflection. The Simplicity of Euro Nymphing Lydia’s focus on Euro nymphing began with a moment that every angler remembers. “I had first cast luck when I tried Euro, and from there it was over,” she said. “I appreciate the underlying simplicity of Euro style flies.” That simplicity is part of what she loves most about the Perdigon, her favorite pattern to tie. “It was the first pattern I tied when I began doing demos. The endless combinations of colors and materials is wild fun.” She admits that tungsten beads are her biggest expense, but even that has turned into another avenue of creativity. “Light Pink and Orange are two of my favorites,” she said. “I tend to get my beads from Saluda Beads as they have a great price and a huge variety of beads. There are some really fun beads that are nymph head shaped or disco ball shaped, I just haven’t had a chance to pick any up to play with them.” Teaching and Tradition Lydia’s passion for tying extends beyond her own bench. She teaches intermediate classes at Arbor Anglers , focusing on technique and creativity. “I love seeing that spark or ‘ah ha moment,’” she said. “Arbor Anglers focused on teaching from a technique perspective, so it’s a lot of fun to see folks understand how a material works or a tool that will make their tying easier.” Lydia Tying at the LidRig booth at the Denver Fly Fishing Show Teaching connects Lydia to the larger story of women in fly tying. “Women are an important part of the history of angling and tying,” she said. “I consider myself lucky to have learned from other women tyers, and I want to carry on that tradition.” Her advice for women getting started is simple but meaningful. “Invest in yourself. Take classes, invest the time in watching videos, reach out to others with questions. This is a giant community of learners and teachers happy to help each other out. Also, forgive yourself, fly tying takes time to learn.” Her words reflect the patience and empathy that define both her craft and her outlook. She reminds others that tying is not about perfection but persistence, and that every tier has a place at the vise. Advocacy and Community Lydia hopes to help make the fly fishing industry more inclusive. “I really hope to see folks stop worrying about what women are wearing in public or on social media,” she said. “Neither fishing or fly tying are adversely affected if a woman wants to wear a dress or a bathing suit.” She works to amplify the voices of women in the sport through collaboration and community projects. “Last year I helped to create a Women’s History Month contest with another Instagram page, ‘Women.On.The.Vise.’ We wanted to increase the exposure of women tyers and brands that support us. We’re hoping to do that again this year if we can collect items for giveaways again. Last year we gave away loaded fly boxes, tying materials, a tying bench from Twisted Feather Chests, even a guided trip with Canopy Fly fishing .” Her approach to advocacy is as thoughtful as her tying. It is about visibility, collaboration, and building networks that allow others to thrive. Through her teaching, partnerships, and projects, Lydia continues to shape a more inclusive space for future tiers. Looking Forward Her goals are focused on learning and growth. “My dream path is completing the Bronze, Silver and Gold Fly Tying Certifications with Fly Fishers International and completing their fly tying teacher certification,” she said. “I love the idea of traveling to teach fly tying. I set a goal this year to travel out of state for a show, which will happen as I’m tying at the Virginia Wine and Fly Fishing Festival. My next goal is to travel internationally for a show.” Lydia’s vision is grounded in both ambition and generosity. She ties for local shops and nonprofits, sells at shows, and donates to causes that align with her values. “I will continue to sell my flies at shows, and have begun selling flies through my Instagram. I don’t see myself setting up a full online store though. There are a lot of great tyers that make their living tying flies, and there are some incredible up and coming tyers that want to tie full time. I donate a lot of what I tie for other non-profits to use in fundraising and would love to tie for guides and outfitters committed to inclusivity in the industry.” Her story is one of passion meeting purpose. Through Flannels & Flies, Lydia is helping reimagine what the fly tying community looks like, making it more welcoming, creative, and collaborative. Where to Find Lydia You can follow Lydia Wickizer  and see her work at @flannelsandflies .She also teaches through Arbor Anglers , and collaborates with Canopy Fly fishing and Twisted Feather Fly Tying Chests. Lydia’s flies can also be found through Canopy Fly fishing   guide trips and at local fly shows across Colorado.

This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc.   Join Here. By now, you’ve heard what Florida House Bill 433 and Senate Bill 290 are really about. Vol. 1 broke down what’s inside the bills. Vol. 2 covered how they threaten free speech and environmental advocacy. Now it’s time to talk about where these bills go from here, what history says about laws like this, and what Floridians, especially those who fish, guide, and protect our waters, can do before it’s too late. Tallahassee, FL Where the Bill Stands Now As of February 4th, HB 433 passed out of the Agriculture & Natural Resources Budget Subcommittee and is now in the State Affairs Committee. That means it cleared one big hurdle in the House. SB 290 is still moving through Senate committees. These bills are not law yet, but they are close enough that the next few weeks matter. Expect hearings. Expect votes. Expect pressure from lobbyists on both sides. This is the window where public response can make or break it. What the Bill’s Supporters Are Saying Agriculture Commissioner Wilton Simpson, who once ran Florida’s largest egg farm, has publicly supported the bill. He says the goal is to protect farmers from harmful misinformation. Supporters argue the bill protects agricultural jobs, landowners, and the state’s food economy. But they aren’t talking about the risks to conservation. Or the way this language could be used to silence scientists, citizens, or guides who raise legitimate concerns. What History Says About Laws Like This Florida is not the first state to propose a law like this. Versions of agricultural gag laws, often called “ag-gag” or food disparagement laws, have been passed in places like Texas, Idaho, North Dakota, and even Georgia. In many of those states, the laws were eventually challenged in court. And in many cases, courts ruled that they violated the First Amendment. Previous Ag-Gag Protests In Idaho, a law that criminalized undercover documentation of farm conditions was overturned in 2015. A federal judge ruled it unconstitutional, saying it violated free speech and equal protection. Examples of Ag-Gag Across America Texas passed a food libel law in the 1990s that allowed companies to sue for statements made against agricultural products. While rarely used, the law drew national attention when Oprah Winfrey was sued in 1998 after a segment on mad cow disease. Oprah won, but the case itself showed how these laws can be used to intimidate and silence high-profile critics. North Dakota and other states passed laws that allowed lawsuits based on vague claims of economic harm. These laws have not held up well in court either, especially when they attempt to define “truth” around complex environmental and scientific issues. Even when the laws don’t survive, the damage they cause is real. The fear of lawsuits can chill speech long before any judge gets involved. The threat becomes a tool to silence opposition and discourage public dialogue. What This Means for the Water Community If you care about clean water, this is not just a legal issue. It is a conservation issue. Most of Florida’s water fights, from stopping discharges to fighting algae blooms, started with regular people speaking out. Photos. Testimony. Reports. Journalism. This bill puts all of that at risk. Even if you win in court, the financial and emotional cost could shut people down. Guides who post about algae. Scientists who publish studies. Citizens who show up at public meetings. That’s who this bill targets. What You Can Do 1. Speak now, before the bill becomes law. Contact your state representatives. Call. Email. Show up. Let them know you see what’s happening. 2. Support organizations on the front lines. Groups like Captains for Clean Water, Everglades Trust, and the First Amendment Foundation are already fighting back. 3. Share this series. If people don’t know what’s in the bill, they can’t act. Help spread the word in your voice, on your platform, to your crew. 4. Stay loud. Stay visible. This isn’t about picking a political side. It’s about protecting your right to speak up when something threatens the waters you fish. Final Word Bad laws don’t always come with flashing lights. Sometimes they’re buried in the middle of agriculture bills. But when they threaten clean water, open speech, and public accountability, they have to be called out. We hope this series helped make the stakes clearer. Now it’s up to all of us to keep the pressure on. For the water. For the right to protect it. For the people who cast because they care. This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc.   Join Here.

This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc.   Join Here. Florida Statehouse in Tallahassee If you read Vol. 1, you know House Bill 433 and Senate Bill 290 are agriculture bills that include something far more serious: a rewrite of Florida’s food disparagement law. In this installment, we’re breaking down why so many people, from fishing guides to constitutional lawyers, are saying this bill is about more than farming. It’s about speech. Not yelling fire in a crowded theater speech. Everyday speech. Citizen testimony. Public comment. Online advocacy. Research. Journalism. The Legal Shift That Opens the Door Under current Florida law, you can be sued if you knowingly lie about perishable food in a way that causes financial damage. That’s been on the books since the ‘90s. But Section 47 (in HB 433) and Section 48 (in SB 290) change that. They expand the law to include: Any agricultural product (not just perishable food) Any agricultural practice (fertilizer, pesticides, burning fields, water drainage, etc.) Any public statement not based on what the law calls “reliable scientific data.” It also shifts legal pressure by letting agricultural producers recover attorney’s fees if they win, but denying that same right to defendants, even if the lawsuit was baseless. This is what First Amendment advocates call a one-way trapdoor: if a grower wins, you pay. If you win, you still lose. Who Could Be Targeted? The danger here isn’t hypothetical. It’s built into how the law is written. If you post a video blaming algae blooms on fertilizer runoff…If you testify at a city hearing about pollution from sugarcane burning…If you publish a scientific paper that links farming to declining water quality… Under the new law, you could be sued if an agricultural business decides your words cost them money. Captains for Clean Water  said it with this sentiment: “This bill doesn’t stop misinformation; it stops conversation altogether.” It doesn’t just silence people who are wrong. It scares people out of speaking at all. What Makes This Different from Defamation? Typical defamation laws require proof that someone lied with actual malice — that they knowingly said something false with the intent to harm. Public figures, especially, have a high bar to meet. Historical flow of Lake Okeechobee is being rerouted due to the influence of private interest groups Ex: 'Big Sugar'... Reports like this would be illegal under this new law This bill lowers the standard. It focuses on whether the statement was "not based on reliable scientific data" — a vague definition that’s hard to prove or disprove. Legal analysts and free speech groups warn this could create a chilling effect, where people censor themselves to avoid legal trouble. It doesn’t take many lawsuits to get there. Just the fear of one is enough. What Experts and Advocates Are Saying Anna Upton , CEO of Everglades Trust, told lawmakers: “This provision allows for lawsuits based not on actual falsehoods, but on whether someone else feels economically harmed. It silences critics. It’s a First Amendment problem.” The First Amendment Foundation of Florida  warned the bill could be used against reporters, researchers, and nonprofits who are just doing their jobs. Fishing guides, outdoor writers, water quality experts, all could end up in court for sharing what they see or what the data shows. Why This Matters for Conservation Most clean water wins in Florida have come from public pressure: guides documenting algae, scientists calling out pollution, and citizens rallying to stop wetland destruction. But under this law, the act of calling it out becomes risky. That’s the issue. You don’t have to lie to be sued. You just have to challenge the wrong people in the wrong way. The Statute of Limitations for this If this law had existed 10 years ago, some of the stories that sparked water advocacy in Florida may have never been told. What Happens If It Passes? It’s not about whether every company will sue. Most won’t. But the law will give powerful interests a new legal weapon. The threat will hang over activists, scientists, and journalists. Fewer people will speak. Less truth will be told. Florida’s environment, and the people trying to protect it, can’t afford that. In Vol. 3 , we’ll walk through what happens next, what legal history tells us, and how Floridians can take action. If you care about clean water, conservation, or free speech, now is the time to pay attention. Share this with someone who fishes, someone who speaks up, or someone who needs to know what’s at stake. This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc.   Join Here.

This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc.   Join Here. Florida lawmakers are currently debating two major bills: House Bill 433 and Senate Bill 290. These bills are being described as agriculture support packages, but there’s one section that has drawn strong backlash. That section could change how people are allowed to talk about water pollution and environmental harm in the state. This article breaks down what the bills are, what they say, and why people are paying close attention. What’s in These Bills, and Why You Should Care House Bill 433 and Senate Bill 290 are being sold as routine farm legislation. But the parts that actually matter to people who fish, guide, or fight for clean water aren’t about tractors or land leases, they’re about what’s happening to our waters, and who’s allowed to talk about it. Section 48 Senate Bill 290 Here’s what the bills do beyond  the usual agriculture red tape: They would make it easier for large agricultural companies to sue critics — including guides, scientists, or citizens — who speak publicly about pollution, runoff, or farming practices that harm water. They would open the door to using state-managed conservation lands for private agriculture, which could further damage natural habitat, wetlands, and water quality. They block local governments from placing limits on gas-powered equipment — even in areas trying to reduce air and noise pollution near sensitive coastal and aquatic zones. But all of that is a distraction from the real move: a rewrite of Florida’s food disparagement law that could make it legally dangerous to speak up about sugarcane burning, fertilizer runoff, or anything else tied to the ag industry. If you care about water, if you fish, if you document algae or guide clients near it — this affects you. What Is Section 47 (HB 433) and Section 48 (SB 290)? These sections change a law passed in the 1990s called the “food disparagement law.” That law allowed farmers to sue someone if they knowingly spread false information about perishable food and it caused financial harm. The new version expands that law in three important ways: Section 47 Bill 433 It removes the word “perishable,” so now it applies to any kind of food — like sugar, beef, or citrus. It includes criticism of “farming practices,” such as burning sugarcane fields or using fertilizer. It makes it easier for companies to sue someone who they believe caused them harm, especially if the statement is not backed by “reliable scientific data.” The bills also allow companies to collect legal fees if they win the case, but do not allow the person being sued to collect fees even if they win. That means anyone sued under this law could lose thousands of dollars just defending themselves. Who Is Behind These Changes? The proposed legal change came from Florida Agriculture Commissioner Wilton Simpson. He is a former Senate President and a longtime supporter of Florida’s sugar industry. According to the publication Acres USA , a source familiar with the bill said: “His goal is to ensure that sugar growers can use Florida’s food libel law, too.” Ag Commissioner Wilton Simpson, Senator Keith Truenow, and Rep. Danny Alverez Senator Keith Truenow and Representative Danny Alvarez are the main sponsors in the Senate and House. They argue that Florida’s farmers are being unfairly criticized and need tools to protect themselves. Simpson said in a public statement, “Florida farmers are under constant bombardment from misinformation. This is about giving them tools to protect themselves.” A sugar cane field burns before its harvested in Okeelanta, Fla - 2021 At the heart of this fight is Florida’s sugar industry, often called “Big Sugar.” Companies like U.S. Sugar and Florida Crystals are two of the most politically powerful players in the state. For years, they’ve faced criticism for practices like sugarcane burning and nutrient runoff, which scientists and fishing guides say fuel harmful algae blooms and water pollution. Critics argue that this bill isn’t just about protecting farmers. It’s about shielding these companies from public scrutiny. Instead of fixing environmental damage, they believe this is a way to silence the people speaking up about it. Who Opposes It? The group Captains for Clean Water  was one of the first to speak out. They are a nonprofit made up of fishing guides and water advocates who work to protect Florida’s coastlines and estuaries. In a public statement, they wrote: “This bill doesn’t stop misinformation — it stops conversation altogether. It creates a legal trapdoor to sue citizens, scientists, and advocates who are simply trying to protect Florida’s waters.” Over 9,000 emails and messages have been sent to lawmakers urging them to stop or change the bill. Many of those messages came from regular Floridians, environmental groups, scientists, and clean water organizations. Anna Upton, CEO of the Everglades Trust, spoke at a public hearing on February 4. She said, “This provision allows for lawsuits based not on actual falsehoods, but on whether someone else feels economically harmed. It silences critics. It’s a First Amendment problem.” Even though every speaker at the hearing opposed the bill, lawmakers voted to move it forward with no changes. Where Things Stand Now House Bill 433 has passed two House committees and is on its way to the State Affairs Committee. Senate Bill 290 has passed the Senate Agriculture and Fiscal Policy Committees. It is now being held in the Senate Rules Committee. The controversial section has not been removed from either version. Unless lawmakers amend or strike it, the provision is still active. What’s Coming Next In Vol. 2 , we’ll explain what these changes mean for freedom of speech, how similar laws have been used in the past, and why legal experts say this could silence people who speak up about the environment. This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc.   Join Here.

This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc.   Join Here. Paris 1900 Olympic Demonstration With the Olympic Games returning to global headlines and the next Summer Games in Los Angeles scheduled for 2028, conversations about what belongs on the world’s biggest sporting stage inevitably resurface. Skateboarding is now Olympic. Surfing is Olympic. Breaking made its debut. As the program continues to evolve, one question quietly persists inside the angling community: will fishing ever become an Olympic sport? It sounds unlikely at first glance. The Olympic spotlight typically shines on speed, strength, and spectacle. Fishing, especially fly fishing, is often associated with solitude, patience, and stillness. Yet the reality is more complex. Competitive fishing is structured, regulated, international, and far more athletic than many outsiders assume. Fishing Has Been Here Before Fishing is not entirely absent from Olympic history. At the 1900 Summer Games in Paris, angling was contested as part of the program. Historical records show organized competition involving hundreds of participants. While the event’s official medal status has been debated over the decades, the fact remains that organized fishing once shared space with fencing, rowing, and athletics. a fishing competition in Qld Australia in 1918 Since then, fishing has not returned to the official Olympic roster. Demonstration sports were phased out after 1992, and no modern Games have included angling as a medal event. The Modern Push for Inclusion Today, sport fishing is governed internationally by the Confédération Internationale de la Pêche Sportive, commonly known as CIPS. Under its umbrella sits FIPS Mouche, which oversees competitive fly fishing worldwide. These organizations run structured world championships, maintain international rules, and field national teams. National and International fishing governing bodies The World Fly Fishing Championships bring together countries from across Europe, North America, South America, Asia, and beyond. Anglers compete in river and stillwater sessions under strict catch measure release protocols. Beats are assigned. Sessions are timed. Fish handling is monitored. Penalties are enforced. Scores are recorded with precision. The United States fields Fly Fishing Team USA, which competes internationally and has earned podium finishes at world events. Similar programs exist across dozens of countries. From an organizational standpoint, competitive fly fishing already functions like many Olympic sports. CIPS has pursued recognition pathways through international sport governing structures and has long expressed interest in Olympic inclusion. However, as of early 2026, fishing is not part of the official program for Los Angeles 2028, nor has it been confirmed for Brisbane 2032. What Would It Take For a sport to be included in the Olympics, it must meet strict criteria established by the International Olympic Committee. That includes governance by a recognized international federation, global participation, standardized rules, and compliance with anti-doping protocols. Fishing satisfies some of these requirements. It has global participation and a governing body. It has structured world championships. It operates under consistent competitive rules at the highest levels. Angling in the 1900 Paris Olympics, on the Seine, & The men's team of the Fishermen Society of Amiens surrounding Elie Lesueur holding his trophy of "champion of the world." The challenges are different. One major hurdle is environmental variability. Unlike a basketball court or swimming pool, fishing takes place in natural systems that change daily. Water clarity, flow, temperature, insect hatches, and fish behavior introduce variables that are difficult to standardize across nations. Another challenge is presentation. The modern Olympics are a global broadcast product. Sports are evaluated not only on athletic legitimacy but also on viewer engagement. Competitive fly fishing is intense for participants, but translating that intensity to television requires thoughtful production. There are also animal welfare considerations. Even catch and release formats would face scrutiny in an Olympic environment that increasingly prioritizes ethical standards. If It Happened If fishing were ever added to the Olympic program, it would likely resemble the current world championship format rather than a traditional tournament weigh in. Anglers would rotate through assigned river sectors. Sessions would be timed. Fish would be measured and immediately released. Scoring would reward consistency and efficiency rather than sheer size. Barbless hooks would almost certainly be required. Handling violations would result in penalties. The result would not be chaotic or theatrical. It would be technical. Strategic. Quietly intense. The pressure would come from precision. One missed drift. One improperly set hook. One fish that slips free in the net. In a field of elite anglers, those small margins decide medals. Why It Matters Whether fishing ever becomes an Olympic sport is still uncertain. There is no official pathway announced for 2028 or 2032. The pursuit continues, but it remains outside the current program. Still, the discussion itself says something important about the growth of competitive fly fishing. What was once dismissed as purely recreational now fields national teams, structured international championships, and athletes who train year round. The Olympics evolve. They adapt to culture. They expand to include sports that reflect global participation and identity. Fishing already has the global base. It already has the structure. What it lacks is a formal invitation. Whether that invitation ever arrives is up to the International Olympic Committee. Until then, competitive fly fishing will continue to operate on its own world stage, flame or no flame. And when the next Olympic ceremony begins, some of us will be watching with a quiet curiosity, wondering whether one day a fly rod might rise alongside the flags. This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc.   Join Here.

This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care  delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc. Join Here. The Cascades are supposed to be buried right now, trailheads locked in snow, riverbanks hushed beneath a heavy sky, and white stacked high above timberline while anglers sit at their vises and wait for spring. Instead, this winter has felt different. Across Washington and Oregon, snowpack has lagged well behind normal levels as warm systems have rolled in high and heavy, delivering rain to elevations that typically build the frozen reservoir Western rivers depend on all summer. High Temperature Map PNW

This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc. Join Here. A New Chapter on the Water For the month of February, Casts That Care is proud to announce our new charity partnership with Her Waters, Inc. , a nonprofit organization rooted in healing, faith, representation, and connection to the outdoors. Formerly known as Remain Hooked Outdoors, Her Waters, Inc. represents a focused and intentional evolution of an organization that has always been grounded in purpose. Remain Hooked Outdoors previous work While Remain Hooked Outdoors laid the foundation by introducing women and girls to outdoor spaces, Her Waters, Inc. was created to more specifically serve female veterans through water centered healing experiences. This shift allows the organization to be more targeted in its impact, messaging, and programming, while still holding a broader vision that includes women and girls as part of its future reach. At its core, this partnership is about creating space. Space for healing, space for confidence, and space for people to see themselves reflected in the outdoor world. Who Is Her Waters, Inc. Her Waters, Inc. was founded by Army retired veteran Dr. Yolanda J. Edwards, who recognized the power of water and the outdoors as tools for healing, restoration, and growth. The organization’s primary focus is serving female veterans, creating intentional spaces where women who have served can reconnect with themselves, build confidence, and find community through fly fishing and time on the water. Dr. Yolanda J. Edwards & her work with Remain Outdoors and Her Waters While women and girls remain part of Her Waters’ broader vision, female veterans are the heart of its current programming and mission. Through fly fishing, outdoor education, and shared experiences on the water, participants are introduced not just to a sport, but to a pathway for renewal, wellness, and peer support. Her Waters emphasizes removing financial and access barriers by providing essential gear, instruction, and mentorship. The organization also focuses on building sisterhood among women veterans, reducing isolation, strengthening peer connections, and creating leadership pathways that allow participants to return as mentors and guides for others. Conservation, stewardship, and respect for waterways are woven throughout this work, reinforcing a deep connection between healing people and caring for the places that support them. What Her Waters Is Doing in February February marks an important period of growth and visibility for Her Waters, Inc. Throughout the month, the organization continues its work of expanding outreach, strengthening community connections, and advancing programming centered on female veterans and water-based healing experiences. Black Girls Fish 2 - Remain Hooked Outdoors This partnership taking place during Black History Month carries added significance. It creates space to highlight representation, leadership, and healing within communities that have historically been underrepresented in both fly fishing and outdoor spaces. The timing allows Her Waters to reach and inspire women who may not yet see themselves reflected in these environments, while reinforcing the importance of access, visibility, and belonging. By stepping fully into its identity as Her Waters, Inc., the organization is reaffirming its commitment to intentional service, long term impact, and creating safe, supportive spaces where women veterans can heal, grow, and lead through shared experiences on the water. What Casts That Care Is Doing in February At Casts That Care, we believe storytelling should lead to action. Each month, our newsletter directs 50 percent of all subscription revenue to a nonprofit using fishing and the outdoors as a force for good. For February, all subscription donations will support the ongoing work of Her Waters, Inc. In addition to financial support, we will be highlighting their mission through dedicated features, sharing their story with the broader fly fishing community, and helping amplify the voices behind their work. Throughout the month, readers can expect coverage that explores how fishing can foster healing, representation, and belonging for those who need it most. Why This Partnership Matters For many people, the water offers more than recreation. It offers clarity, peace, and a sense of renewal that is difficult to find elsewhere. Organizations like Her Waters, Inc. are expanding access to those experiences and ensuring that the outdoors is a place where everyone feels welcome. This partnership reflects a shared belief that fly fishing can be a catalyst for personal growth and meaningful connection. By supporting Her Waters, we are investing in a future where the fly fishing community is more inclusive, more representative, and more impactful. How You Can Help There are several ways to support this partnership throughout February: You can donate directly through their donation portal on the Her Waters Website Subscribe to Casts That Care . Your subscription directly supports Her Waters, Inc. this month. Share Their Story. Follow along, read the features, and help spread the word about the work Her Waters is doing. Learn More. Visit their website to explore their mission and programs and see how you can support their work beyond February. This feature was written by The Fly Box and published in Casts That Care, our charity-driven fly fishing newsletter. Casts That Care delivers real stories, deep dives, and the heart of the fly fishing world while donating 50 percent of all subscription fees to a different fishing-related nonprofit each month. For February, those funds will support Her Waters, Inc. Join Here .

This interview was conducted by The Fly Box and featured in Casts That Care , our charity-driven fly fishing news. Casts That Care   brings you real stories, big ideas, and the heart of the fly fishing world, all while donating 50% of subscriber fees to a different fly fishing charity each month. Subscribe today and use promo code: CADEN15   at checkout for 15% off your first month, and we’ll donate 25% more to our charity of the month By The Fly Box | Casts That Care An Early Introduction to the Craft For Caden Halverson , fly tying did not start as a business idea or a side hustle. It started in his grandfather’s house, with a television quietly playing FLY TYING: The Angler’s Art  in the background and a vise set up nearby. Caden Halverson Caden spent much of his childhood around his grandfather, who was deeply passionate about fly tying. He remembers how the craft felt almost like magic at first, because, he thought it was "fascinating how random materials came together to create a realistic fly that would attract fish." That sense of wonder stuck. And it was never only about what happened at the vise. Caden described how meaningful it felt to take those flies out and make them work, saying, "I loved being involved with the entire process, from creating a fly from raw material to using it to catch trout." That early loop between creativity and real-world results is what turned tying into something lasting. Fly Tying as Therapy and Community As an adult and a veteran, fly tying took on a deeper role. Caden describes tying as "my quiet time, a time to disconnect and focus on a single task." Over time, it became something he relied on, not just as a hobby, but as a tool. He explained that he makes it a priority because "it helps [him] resolve stress and anxiety" and because it Caden's Flies "challenges [his] creativity while slowing my thoughts with each thread wrap." That personal rhythm became even more meaningful once he connected with Project Healing Waters. Caden shared that he had been using fly tying his "whole life as therapy," but through PHW he found a way to combine that with community, saying he is now "also using it for community and helping other veterans find healing." Fly tying, in that sense, becomes both practice and place. Falling for Steelhead and the Beauty of the Fly Caden ties flies for trout, bass, and steelhead, but his current obsession lives firmly in steelhead water. After getting into two-handed casting, steelhead flies quickly took center stage. Part of the appeal is how wide the door swings open creatively. Caden said he loves that steelhead flies can "match the hatch," but also that "you can cast something totally random and still attract a bite." That mix of tradition and experimentation keeps the tying fresh. Caden Fishing After moving to the Pacific Northwest, steelhead tying became even more personal. He remembers walking into a local fly shop with his wife during prime winter steelhead season and seeing a wall of bright patterns. Caden said, "her eyes lit up seeing all the bright pink, purple, and blue flies," and added, "Her reaction is better than any fish I catch." In a sport that can get obsessed with outcomes, that kind of moment is its own form of success. First Flies and Foundational Patterns As Caden explained, "I don’t have one specific go-to fly." and that is intentional. Instead, he likes patterns that force him back to fundamentals, flies that make him focus on "proportions and utilizing multiple materials." He pointed to classics like elk hair caddis, prince nymph, parachute Adams, and woolly buggers, noting that "These flies will show you which techniques you need to work on and where you can improve." That is not just a tying philosophy, it is a mindset. Caden's Flies Still, one fly stands above the rest emotionally. Caden shared that his most memorable fly is a woolly worm because it was "the very first fly I ever tied." It is simple, black chenille, grizzly hackle, and a red tail, but he still keeps it close. He said, "This pattern in various colors is a staple in my panfish boxes," a small thread that ties his present back to where it all began. Preparing a Fly Box With Intention For Caden, building a fly box before a trip is not a chore. It is a ritual. He approaches preparation intentionally, researching patterns, studying waters, and imagining how each fly might come into play. Sometimes the process becomes meditative. A flow state takes over as one fly turns into many, and a nearly empty box quietly fills. That preparation builds confidence and deepens the connection to the trip ahead. Each fly represents time, thought, and anticipation. Teaching, Access, and Breaking Down Barriers Teaching is a natural extension of Caden’s relationship with fly tying. He wants to make tying more accessible and less intimidating, especially for beginners. Caden put it plainly: "My goal with teaching is to ease the intimidation and frustration that come with learning how to tie flies." He acknowledges that learning something new can be hard, and he wants people to have a place where "their frustrations are acknowledged, and where the instructions are clear and easy to understand." Caden's Flies & Teaching More than anything, his teaching goal is about belonging. He hopes people walk away believing, in his words, "that there is a space in this community for everyone and that they are capable of tying flies and catching fish." That kind of encouragement does not just build better tiers. It builds a healthier fly fishing culture. Sharing the Craft in Person and Online Caden has already begun sharing fly tying with others in person. He has tied at public events, served as a demonstrator at club nights and the Southern Oregon Fly Tying Expo, and acts as the Program Lead for the Rogue Valley chapter of Project Healing Waters. Teaching veterans how to tie flies remains one of the most rewarding parts of his work. Looking ahead, he plans to expand his reach through video. Acquiring filming equipment and launching online tutorials will allow him to connect with people who may not have access to local fly shops or expos. The goal is simple. Reach more people and spread the joy of the craft. Caden's Flies A More Open Fly Fishing Industry Caden is thoughtful about the business side of fly fishing, particularly how difficult it can be for beginners to find their footing. He believes the industry needs to engage more intentionally with new tiers and anglers. Beginner classes, networking events, gear drives, and mentorship all play a role. Knowledge should be shared, not guarded. Inviting neighbors, friends, and newcomers into tie nights and on the water is one of the simplest ways to grow the community. Passing down knowledge keeps the craft alive. Looking Ahead While Caden does not yet sell flies, it is something he hopes to explore in the future. For now, his focus remains on learning, teaching, and building a supportive space for others. Visibility, connection, and collaboration are the most valuable forms of support at this stage. Partnerships with creators, brands, and programs that share a commitment to education and access could help turn a passion into a sustainable path. A Reflection Caden Halverson’s story is a reminder that fly tying is about far more than filling a box. It is about patience, creativity, healing, and connection. From a grandfather’s vise to community classrooms, tying has shaped how Caden moves through the world. By focusing on access, education, and empathy, he is helping ensure that fly tying remains a craft that welcomes rather than excludes. In a sport built on tradition, that openness may be its most important thread. Where to Follow Caden You can follow Caden’s fly tying and fishing journey on Instagram: • @cadenhalverson • @everydayflyfishing For more on Project Healing Waters, follow: • @PHWFF

This FREE feature is brought to you by Casts That Care . Casts That Care is the daily fly fishing charity news published by The Fly Box LLC, sharing real stories, conservation updates, and community features that give back to the waters we love. If you enjoy this piece, you can read over 300 more articles plus new ones every day and subscribe here . Each month we donate 50 percent of all subscriptions to a different fly fishing charity. Participation Remains Broad Outdoor recreation participation in the United States remains at historically high levels. In 2024, 181.1 million Americans, nearly 59 percent of the population, participated in outdoor recreation. Fishing continues to rank among the most accessible outdoor activities, and fly fishing remains a visible segment within that landscape. More than 57 million Americans went fishing in 2024, marking another record year. Within that group, fly fishing participation exceeded 8 million anglers for the second consecutive year. These figures indicate that the overall participation base remains substantial and that fly fishing continues to attract a meaningful audience. This scale of participation suggests that engagement with the sport is not contracting. Instead, changes are occurring in how anglers choose to allocate discretionary time and spending. The Economic Footprint of Fishing Sport fishing continues to represent a significant economic force. In 2025, the sport fishing industry contributed more than $230.5 billion annually to the United States economy and supported approximately 1.1 million jobs nationwide. This economic footprint spans equipment manufacturing, retail, guiding, travel, hospitality, and conservation work. The size of the sector reinforces that fishing remains embedded in the broader outdoor economy even as spending behavior evolves. A Shift in Consumer Spending Behavior While participation remains strong, consumer behavior across discretionary categories has shifted in 2025. National economic research shows households prioritizing essential expenses while becoming more selective about discretionary purchases. Recent consumer data indicates that spending has not disappeared, but has become more targeted. Rather than frequent routine purchases, consumers are concentrating spending on experiences and products that carry higher perceived value. Within the outdoor industry, this trend is reflected in data showing that casual and active lifestyle participants account for more than 90 percent of total outdoor market spending. Spending is therefore distributed broadly across participants rather than concentrated among a narrow group of high frequency buyers. Evidence of Spending Segmentation When applied to fly fishing, current data supports a segmented spending pattern rather than a uniform slowdown. Three observable behaviors emerge. Entry level participation remains active. Affordable gear, local access, and education programs continue to support new anglers entering the sport. Premium experiences continue to attract demand. Guided trips and destination travel remain priorities for anglers who choose to concentrate spending into fewer, higher value experiences. Mid range discretionary spending has become more selective. Anglers appear to be extending the lifespan of existing gear, reducing frequency of routine purchases, and evaluating purchases more carefully. This pattern mirrors broader trends seen in travel, retail, and leisure markets, where premium and entry categories show resilience while mid tier volume softens. Retail and Engagement Implications Selective spending alters how anglers interact with the sport. When purchasing slows but participation remains steady, engagement shifts away from frequent product turnover and toward experience based involvement. This includes greater emphasis on instruction, guiding, local fishing opportunities, and efficient use of existing equipment. These behaviors reflect prioritization rather than disengagement. Such patterns are consistent with broader value seeking behavior documented across discretionary consumer categories in 2025. Evolving Fly Fishing Landscape Access and Community as Stabilizing Forces As spending becomes more segmented, programs focused on access, education, and conservation take on greater functional importance. Organizations that reduce barriers to entry or provide structured engagement support help maintain participation during periods of economic caution. Community based initiatives, nonprofit programs, and conservation focused efforts play a stabilizing role by sustaining involvement without relying on high frequency consumer spending. Structural Change, Not Decline The available data does not support the conclusion that fly fishing is experiencing a broad contraction. Participation levels remain high, the economic footprint is substantial, and market projections remain positive. What has changed is how discretionary dollars are allocated. Spending patterns are becoming more segmented, reflecting wider economic behavior rather than a loss of interest in the sport. Fly fishing is not shrinking. It is reorganizing around participation, value, and intentional engagement.  This FREE feature is brought to you by Casts That Care . Casts That Care is the daily fly fishing charity news published by The Fly Box LLC, sharing real stories, conservation updates, and community features that give back to the waters we love. If you enjoy this piece, you can read over 300 more articles plus new ones every day and subscribe here . Each month we donate 50 percent of all subscriptions to a different fly fishing charity.