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In an age where online retailers dominate gear sales and Amazon can ship a fly rod faster than your local shop can ring it up, fly shops across the country are evolving. But they’re not shutting their doors, instead, they’re opening their benches.

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 But when it comes to brand partnerships, many of these shops are stuck in outdated, one-sided endorsement structures.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.

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: "biotip15"  at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts. In an industry where innovation often chases performance, one company has shifted the focus toward sustainability without compromising quality. Meet Biotip : the world’s first fully biodegradable fly fishing tippet designed to disappear after  it disappears from your reel. We sat down with the team to learn more about how it all started, what makes Biotip so different, and why this little spool might just spark a big change in the fly fishing world. The Origin Story: From Frustration to Innovation The idea behind Biotip was born out of frustration—not with fishing, but with what was left behind. “We saw too much waste on the water,” the team shared. “Not just tippet, but all kinds of fishing line. Traditional monofilament can last hundreds of years. We started asking: what if we could make something just as strong, but designed not to last forever in nature?” What began as a question became a full-fledged mission, and in early 2023, Biotip officially launched. The team, composed of lifelong anglers and materials science experts, pulled from their backgrounds to create something the sport hadn’t seen before. Designing the Impossible Creating a biodegradable tippet that doesn’t fall apart on your reel sounds like a paradox. But Biotip found the balance through a proprietary plant-based polymer. “It behaves just like traditional mono while you fish—strong, abrasion-resistant, UV-stable—but it breaks down naturally in soil or water within 5–10 years,” they explained. Some anglers might ask, "If it breaks down in nature, won’t it break down faster in the water?" Biotip says no. The tippet holds up perfectly for 18–24 months when stored correctly, far longer than most anglers keep a spool on their pack. And when it finally does get lost to the elements? It begins to degrade gracefully . Debunking the Myths Convincing skeptical anglers that "biodegradable" doesn’t mean "weaker" has been a major hurdle. "We focused on real-world performance first. Our 5XB matches traditional 5X in strength, with a slightly thicker diameter for integrity. We’re still working on diameter improvements, but in terms of tensile strength and knot reliability, we’re right there. Once people try it, they get it." Their strategy? Let the product speak for itself. And back it up with data. Branding Built for the Modern Angler Biotip didn’t just reimagine tippet—they rethought how it should look and feel. “We wanted the brand to feel bold, clean, and forward-thinking,” they said. That extends to their 100% compostable packaging, right down to the spool. The goal? To make sure your gear reflects your respect for the places you fish. On the Water: What Anglers Are Saying So far, the response from the community has been overwhelmingly positive. "We constantly hear things like, 'It performs just like what I’ve always used, but I feel better about it,'" they said. Some early skeptics have even become their biggest supporters. There are a few notes about sizing, since Biotip tippet runs a bit larger than standard. But the strength ratings match, and most anglers adjust without issue. Guides and fly shops across the country are taking notice, offering Biotip as a high-performance, low-impact option to their customers. Small Spools, Big Impact When asked about the environmental impact, the answer was clear: it adds up. "Tippet and leader are some of the most common types of fishing waste. If even a portion of the community switches to biodegradable options, the long-term reduction in microplastics is huge." The same material used in Biotip is already being tested in ghost nets in Norway and Korea, which hints at something bigger: a fishing future with less plastic, not just in fly fishing, but across the entire industry. What’s Next for Biotip? The team is far from finished. A biodegradable leader  is in the works, and they’re exploring new ways to bring sustainable thinking into every corner of fly fishing—from packaging and apparel to tackle. You can meet the Biotip crew in person at ICAST 2025 , where they'll be connecting with anglers, shops, and innovators alike. Where to Find Them If you want to follow Biotip’s journey or try it yourself, head to Biotippet.com or follow them on Instagram and TikTok @biotip. Whether you’re new to the sport or a lifelong trout bum, this is one product you can feel good about tying on! "You won’t notice a difference. But the planet will." - Biotip Team 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: "biotip15"  at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts.

The 2025 FIPS-Mouche World Fly Fishing Championship is officially underway in the Czech Republic, and all eyes are on Team USA as they cast their lines in pursuit of gold. Often dubbed the “Olympics of Fly Fishing,” this prestigious event gathers elite anglers from across the globe to compete in five challenging sectors, four rivers and one lake, testing their adaptability, precision, and technique in diverse water conditions.

Earlier this year, we reported on a concerning provision in the House's budget reconciliation bill that proposed selling off approximately 460,000 acres of public land in Nevada and Utah.

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. Most fly shops today are in trouble. Skyrocketing rent, big-box competitors, and online sales have chipped away at what used to be the heartbeat of local fly fishing communities. But it doesn’t have to be this way. If I owned a brick-and-mortar fly shop, I’d rebuild it around value—not just products. Here’s exactly what I’d do to not just survive, but thrive . 1. The Local Intel Subscription Let’s face it—fly anglers don’t need more flies. They need better info. And right now, the most valuable part of most fly shops is that little chalkboard on the wall with scribbled notes from guides who were out yesterday. So why is that board locked inside a building? I'd turn it into a subscription service. Real-time fishing reports (written by humans , not scraped from the web) Updated every 2–3 days Includes rotating maps of productive zones Delivered to your inbox, not hidden behind the counter This is not just for locals, weekend warriors, and snowbirds who want boots-on-the-ground info. The subscription pays for itself in missed skunks alone. 2. Fly Boxes That Just Make Sense Forget subscriptions. I’d keep it simple. Pre-packed fly boxes, ready to grab off the shelf at the register. Saltwater Summer Box From The Fly Box Each one would be: Intuitive Seasonally relevant Designed for wherever you’re fishing Heading out this weekend? Here’s the box you need. No overthinking. No signing up. Just flies that make sense, Pre Packaged and sols at the counter when you need them most. 3. Make the Shop a Destination This is the heart of it. Your fly shop shouldn’t feel like a store. It should feel like the clubhouse . I’m talking: Free casting lanes (not tucked away—centerpiece stuff) Beer on tap from a local brewery Weekend fly tying demos Movie nights on a drop-down screen Birthday parties for kids that want to tie their own fly and catch their first fish Yes—people are already doing this. Fly shops are hosting movie nights once a year, and hosting casting/tying events once a month. But the key is committing  to it. Every fly shop should feel like you want  to stay there even if you’re not buying anything. For the same reason people drive by a driving range and stop to "hit a few balls" or a kid wants to go to the batting cages for their birthday; the fly shop should be a destination! 4. The Fly Lab: Test, Trade, Tie, Talk This is where retail gets hands-on . Picture a dedicated corner with: A mini casting lane for rod testing A water tank with current to watch fly action A formal trade system for used gear Communal tying benches where locals can walk in and spin bugs The trade system? That’s the secret sauce. Let customers bring in lightly used gear, price it through the shop, and take credit toward new equipment. Or, create an entire selection of "locally pre owned gear" people who have used the gear in your area, and it gets priced by the experts at the shop. This creates a local vibe, and no one gets ripped off! It keeps gear moving, builds trust, and brings budget-conscious anglers into the shop. And the Fly Lab doesn’t need to be fancy. Just real tools, in a real corner of the shop, that bring people together. 5. Rethinking the Brand Relationship Fly shops shouldn’t be bound by outdated endorsement models. I’d flip the script: Local Co-Branded Gear, Rooted in Place Work with established manufacturers like Orvis or Simms to make small-run, exclusive products that celebrate the region , not the shop name. Think a hoodie designed around YOUR local river or a reel engraved with a backcountry hotspot no one outside the area knows. You commit to the customer base, they handle the manufacturing. You both win, and the gear actually means something  to locals. Affiliate-Style QR Kickbacks When a shop doesn’t have something in stock, the customer should still have a reason to stick around. They scan a QR code, buy directly from Orvis through the shop’s affiliate portal, get a small discount, and the shop gets a solid cut. It keeps customers inside the shop’s and the manufacturer’s ecosystem. Support the Smallest Brands This one I am really excited about, and may be the easiest one to implement! I’d would carve out shelf space for microbrands—those 500-follower accounts making gear in a garage 20 miles down the road. Partner with them to create co-labeled gear. You get unique inventory and a compelling story to tell, and they get a launchpad. For them, that kind of exposure is gold—and for you, it’s authentic local value that can’t be mass-produced. Final Cast Fly shops will die if they only try to sell things people can get online. But they’ll thrive if they focus on what the internet can’t  offer: community, conversation, and context. If I ever open a fly shop, it won’t be because I want to sell flies. It’ll be because I want to build something people can’t help but be a part of. See you at the shop.

In 2016, something big happened in the world of outdoor retail: Bass Pro Shops bought Cabela's in a deal worth around $5.5 billion. Two of the biggest names in fishing, hunting, and outdoor gear became one. But how did we get here, what’s happened since, and what does it all mean for the future of the industry?

Earlier this week, The Guardian  published a sobering report titled “ Attempt to Protect England’s Rare Chalk Streams in Planning Bill Rejected by Labour MPs ”, a stark reminder that even the world’s rarest freshwater ecosystems can be sidelined in the name of development. We read it. We reflected. And here at The Fly Box, we feel compelled to go deeper, especially through the lens of fly fishing.

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: "FishinWithB15"  at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts. Brandi Amoia didn’t grow up in fly fishing, but she grew up in water. Bluegills, perch, bass, if it had fins and swam in a Buffalo-area pond, she probably chased it. But like many of us, her angling habits were seasonal. When the water iced over, fishing slowed, and eventually, so did her interest. Then one day, her fiancé Sam (known in the fly fishing community as @creeks_and_critters) handed her a fly rod. "It looked weird," she said, watching the thick line whip through the air. But the curiosity won out. She gave it a shot. And it was chaos. Flies in trees. Tangles everywhere. Hats and shoulders getting snagged. “I never felt so defeated in my life,” she added. But that challenge lit a fire. Two years later, fly fishing is no longer a struggle, and now it’s part of who she is. The First Catch That Changed Everything After countless false casts and hours of frustration, something clicked. She watched her indicator disappear beneath the water and shouted, “I have a fish, Sam!” It was a 3-inch brown trout. That tiny trout lifted a weight she didn’t know she was carrying. “Who knew a 3-inch trout could change someone’s whole life?”. In that moment, fly fishing stopped being something she was trying and became something she belonged to. The Comfort of Small Creeks Brandi found her rhythm in the intimate world of small creeks. She admitted that being smaller in stature sometimes made her nervous about navigating deep or uncertain water. Small creeks, with their compact nature and quiet charm, became her sanctuary. “I believe small creeks have everything compacted into this small unique world that I feel comfortable in,” But the creeks offer more than safety. They’re filled with overlooked beauty, bugs, birds, small plants, and trees that many people pass by. “I feel at peace when I’m finally in a world full of more animals and plants than people.” From Borrowed Tools to Full Obsession Fly tying started with borrowed equipment. Sam’s desk. Sam’s vise. But before long, Amoia was diving headfirst into patterns, techniques, and materials. Watching Sam catch fish on his own bugs inspired her to learn the craft herself. Articulated streamers became her favorite obsession, and she fell down the proverbial rabbit hole of Kelly Galloup books and YouTube tutorials. “Tying flies has altered my brain,” she said. “It’s made it easy to understand what I’m doing when I pull up to a creek for my all-day adventure.” Brandi now shares many of those flies online—some on her own page, others through her fiancé’s brand, Creeks and Critters . Whether it’s for followers, friends, or future customers, her work is out there catching fish and attention. It’s a creative outlet, a learning tool, and a connection point all at once. A Moment of Silence Not every memory comes from the fish. Sometimes, it’s about the peace. A trip to Allegheny in September stood out. The creek was narrow, the trees closed in, and the machines from her 50-hour workweek were nowhere to be heard. “All you could hear was silence and water,” For someone who works around 60 loud CNC Swiss machines all week, that silence meant everything. “Just having that little break of pure bliss is a necessity.” Dream Destinations Amoia’s fly fishing dreams pull her in two directions: tropical and mountainous. She wants to wade the flats in the Keys for bonefish and tarpon. She also dreams of British Columbia, chasing bull trout in the woods. “I’m always torn between a warm beachy place and an in-the-woods fishing trip,” she said. Either way, it’s about the fish—and the escape. Fishing Behind the Lens Long before she picked up a fly rod, Brandi picked up a camera. She started with her mom’s Kodak, taking pictures of flowers and bugs. In high school and college, she moved into film photography, even developing prints. But over time, the joy started to fade. “I took a super long break from my camera though since I felt so burnt out mentally,” she said. When she finally picked it back up, it was for bugs, fish, and rotting mushrooms on the trail. “I really enjoyed taking photos of the fish we caught, the bugs I saw, and the rotting mushrooms growing on the trees. I started to feel more adjusted to nature photography rather than sitting in a loud and dark room.” Sharing to Inspire Brandi never set out to become a social media presence. At first, she just wanted to share the fun. But that fun turned into a digital scrapbook, and eventually, a community. She created a Facebook group called Buffalo NY Women on the Fly , hoping to inspire other women to pick up a rod, explore nature, and find the same healing she did. “I just want the person that only sees negativity and dark days to have some sort of light... Fly fishing has cured that sort of low and emptiness I’ve been feeling for a long time.” A Woman in the Industry Being a woman in fly fishing hasn’t always been easy. But, Amoia says most of her experiences have been positive. She’s received more encouragement than criticism. Still, she knows that’s not true for everyone. “There’s always a commentator out there... Someone is always going to say this or that. But at the end of the day, we are here to have fun.” This sport, she believes, should be for everyone. Advice for the Next One In To the woman hesitating to start fly fishing, Brandi’s message is simple: just do it. “It sounds cheesy,” she admits, “but you won't know unless you try.” She recalls casting line for three hours in her yard before something finally felt right. “It’s tricky and not everyone will understand it on the first try—and that’s okay,” she said. “What’s really fascinating about this sport is you can always have room to grow and learn. It’s never ending.” She recommends joining Facebook groups, asking questions, and pushing through the doubt. “At least 90% of the fly fishing world is probably the most underrated people you’ll meet.” Beyond the Rod When she’s not on the water, Brandi’s out in the world, hiking, camping, photographing bugs and fish, or riding bikes. She’s outdoors as much as possible, soaking up every quiet second of life away from noise and stress. Her lifestyle is proof that fly fishing isn’t just a sport. It’s a gateway to living more intentionally. More observantly. More freely. Where to Follow Brandi Follow Brandi’s journey on Instagram and TikTok at @fishin_with_b . You can also see more of her and her fiancé’s adventures on @creeks_and_critters . And if you’re a woman looking to get started in the sport, check out her Facebook group, Buffalo NY Women on the Fly . Brandi’s story shows that you don’t have to grow up with a fly rod to become a fly angler. Sometimes, all it takes is one fish—no matter how small—to change everything. 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: "FishinWithB15"  at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts.

Every fly begins at the vise. But the story of the fly tying vise, the tool that holds it all together, is one of the least explored in fly fishing history. From humble beginnings with borrowed tools and improvised rigs to the high-end, ball-bearing rotary masterpieces of today, the evolution of the vise mirrors the development of fly fishing itself: functional, inventive, and always improving.

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: "IdentaFly15" at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts, supported by IdentaFly! Fly fishing is a sport rich in tradition, passed down from angler to angler over generations. However, the complexity of choosing the right flies, understanding seasonal hatches, and adapting to varied conditions can overwhelm even experienced anglers. IdentaFly is changing this narrative by introducing cutting-edge technology into the sport, making fly fishing more approachable without losing its authenticity. This integration of AI could profoundly enhance how anglers connect with nature and master their craft. Origins: From Curiosity to Innovation The idea for IdentaFly emerged from a childhood experience of Jeff, one of the app’s co-founders. Jeff J - IdentaFly Co-Founder At 12 years old, Jeff asked an angler who was catching fish constantly what fly he was using, only to receive the dismissive response, "Go figure it out." Instead of discouraging him, this moment inspired Jeff, driving him to deeply understand fly fishing and entomology. As a certified entomologist and leader of Colorado’s High Plains Drifters fly fishing club, Jeff envisioned a tool to simplify fly selection. Phil L - IdentaFly Co-Founder In spring 2023, Phil, a software developer recently laid off, connected with Jeff and embraced the opportunity to combine his technological skills with a new passion. This collaboration highlights the potential for personal circumstances and shared passions to ignite innovative solutions. Bud J - IdentaFly Co-Founder Bud, the third co-founder, has been fly fishing since the 1980s when he caught a smallmouth bass on his very first cast. He’s been tying flies since junior high, experimenting with both traditional and modern patterns. As a longtime board member of the High Plains Drifters, Bud plays a key role in education, community outreach, and maintaining fly fishing’s sense of shared knowledge. Bridging Tradition with Technology Although fly fishing is typically enjoyed as an escape from technology, smartphones have become a practical part of outdoor adventures. IdentaFly integrates naturally by addressing practical questions like identifying current hatches or selecting appropriate flies without overwhelming the angler. This thoughtful integration could pave the way for technology to enhance traditional outdoor experiences rather than detract from them. How IdentaFly Works: AI Simplified IdentaFly’s core feature is its AI-powered image recognition tool. Anglers snap a photo of a fly, and the app analyzes image quality and pattern to provide accurate matches and confidence scores. Recognizing an insect's identification was less reliable due to photographic challenges. AI-based fly recognition faces inherent difficulties such as poor lighting, blurry photos, and fly variations. Phil notes that user-submitted photos often add complexity, but ongoing improvements and user education have substantially enhanced accuracy. To answer the main question asked, Can this app recognize bugs? the team developed the Hatch Forecast, predicting local insect hatches based on geography and season, even without connectivity. The Hatch Forecast feature addresses outdated and confusing traditional hatch charts by offering clear, interactive timelines and real species photos. Using GPS, anglers receive precise local hatch data monthly and soon weekly, even in remote, offline areas. This kind of accessible information could significantly improve anglers' experiences and confidence on the water. Community Contributions and Accuracy, Education and Engagement IdentaFly encourages community contributions but ensures accuracy by requiring patterns to have verifiable references or commercial availability. This balance maintains an informative and manageable database, underscoring the value of curated community involvement. IdentaFly serves not just as an identification tool but as an educational resource. Over 95% of patterns include complete tying instructions, helping anglers improve their skills. The free fishing journal tracks successful flies and locations, fostering ongoing learning and engagement. This comprehensive approach can elevate user knowledge and enjoyment significantly. Future Vision: Enhancing Angler Knowledge The future of IdentaFly is focused on creating genuinely useful features driven by collective user insights. Phil envisions a database enriched by user observations, offering comprehensive regional hatch data benefiting both anglers and conservationists. This forward-thinking approach could revolutionize how angler communities contribute to and benefit from shared knowledge. Discover IdentaFly Today Interested anglers can download IdentaFly on the Apple App Store, Google Play, or explore via their web app at my.identafly.app . New users are encouraged to try the free fly pattern database, hatch forecasts, and fishing journal. Phil emphasizes that while there is a learning curve, support is readily available. IdentaFly stands poised to significantly enhance every angler's time on the water. 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: "IdentaFly15" at checkout for 15% off your first month, and we’ll donate 25% more to conservation efforts, supported by IdentaFly!

If you’re a fly fisherman with a passion for gear and a head for business, you may have wondered: Why can’t I buy shares in Simms? Or Sage? Or Orvis? The reason is simple: nearly every major name in fly fishing is privately held. In an era where companies go public to fuel growth and scale rapidly, the fly fishing industry remains firmly rooted in private ownership—and that’s by design.