American Fly Fishing Trade Association

05/29/2026

Your customers are researching their next reel with one word added to the search: "Reddit."

They've stopped trusting the press release. They want to know what real anglers actually think, and increasingly, so do the AI tools shaping what shows up when they search at all. (A 2025 Semrush analysis found Reddit was the most-cited website in AI-generated search summaries.)

For fly fishing brands and retailers, that's both a risk and an opportunity. Our latest blog breaks down how to show up on Reddit without getting torched by it.

We’ve talked about Reddit before. We’re talking about it again. That’s because the window to establish a credible brand presence there is open, and most of this industry still hasn’t walked through it. Read this as a reminder with teeth. And watch for our next blog post, where we’ll make t...

05/18/2026

The R.L. Winston Rod Co., Inc., in Twin Bridges, Montana, recently announced that the business has been acquired by an entity owned by Lance Robertson. Mr. Robertson is a long-time business leader, engineer, and passionate fly fisherman.

Twin Bridges, Montana — The R.L. Winston Rod Co., Inc. in Twin Bridges, Montana, which makes the celebrated Winston fly rods, Bauer fly reels, and Winston Polarized Sunglasses that are sold around the world, announced that the business has been acquired by an entity owned by Lance Robertson. ...

05/14/2026

Public lands and clean water aren't just good for the planet; they're good for business. For fly fishing retailers, guides, outfitters, and brands, healthy rivers and accessible wild places are the foundation of everything we sell and everything we love.

But protecting them takes more than passion. It takes organized, strategic advocacy, and you don't have to be a lobbying firm or a Fortune 500 company to make your voice heard in Washington.

Join the American Fly Fishing Trade Association, the Conservation Alliance, and Emerger Strategies for a practical, energizing webinar on how small businesses in the fly fishing industry can show up powerfully for conservation.

Description: Public lands and clean water aren't just good for the planet — they're good for business. For fly fishing retailers, guides, outfitters, and brands, healthy rivers and accessible wild places are the foundation of everything we sell and everything we love. But protecting them takes m.....

05/07/2026

If you want to know how the fly fishing specialty channel is really performing, not the vibes, not the anecdotes, the actual numbers, TrackFly's Scott Papich and team delivered the goods in a member presentation hosted by AFFTA this week.

Here's what the data says.

https://members.affta.org/blog/Details/trackfly-s-2026-spring-data-breakdown-330515

05/04/2026

Webinar reminder:

May 5, 2026 (11:00 AM - 12:00 PM) (MDT)

Tune in tomorrow for all the latest trends and industry sales data at this AFFTA webinar, where TrackFly shares and discusses the AFFTA Industry Report for Spring of 2026.

Just one of the benefits of being an AFFTA member.

Register HERE:

Get all the latest in trends and product sale through in this bi-annual report. TrackFly releases and discusses the AFFTA Industry Report for Spring of 2026.

04/21/2026

No fish, no customers. That's the bottom line for the fly fishing trade — and it's the reason sustainability isn't optional, it's operational.

AFFTA member Rick Crawford of Emerger Strategies lays out exactly where to start: energy, water, waste, packaging, and advocacy. Real examples, real numbers, and a free toolkit for AFFTA members.

By Rick Crawford Before I launched Emerger Strategies in 2016, I assessed the major brands in the fly fishing industry based on what I found on their websites and determined that most were giving back to conservation, but hardly any were doing anything to clean up their own act. This is larg...

03/10/2026

There are some people in our industry whose presence becomes part of the rhythm of every gathering. Joe Wolthuis was one of those people.

Dear Friends, There are some people in our industry whose presence becomes part of the rhythm of every gathering. Joe Wolthuis was one of those people. Many of you have shared stories over the past few days that perfectly capture who Joe was and what he meant to this community. Jillian T...

02/23/2026

TrackFly January Sales Data - Dollars Up, Units Down

January closed with +5% year-over-year dollar growth, but the underlying data tells a more nuanced story. Double-digit gains showed up in Rods, Lines, Accessories, Tools, and Combos, while Packs & Bags, Luggage & Cases, and Watercraft trended down. That kind of volatility isn’t unusual in a small-volume month (outside of Fly Tying), but the pricing dynamic was unmistakable.

January closed with +5% year-over-year dollar growth, but the underlying data tells a more nuanced story. Double-digit gains showed up in Rods, Lines, Accessories, Tools, and Combos, while Packs & Bags, Luggage & Cases, and Watercraft trended down. That kind of volatility isn’t unusual in a...

02/20/2026

The U.S. Supreme Court ruled 6–3 that the President lacks constitutional authority to impose broad tariffs under the International Emergency Economic Powers Act (IEEPA). A major rebuke of bypassing Congress on trade policy.

Stay tuned for a full analysis on the AFFTA Blog.

02/19/2026

Fly fishing retailers are facing a rapidly changing business landscape shaped by new sustainability expectations from customers and regulators. The good news? Sustainability is no longer just a compliance exercise—it’s a powerful driver of profitability, resilience, and long-term brand loyalty.

Join Rick Crawford of Emerger Strategies and Alex Lauver of Douglas Strategies for an educational, action-oriented webinar designed specifically for the fly fishing industry: “The Business Case for Sustainability: 10 Strategies for Fly Fishing Retailers to Profit While Protecting the Planet.”

In this session, you’ll discover practical, proven strategies that help retailers:

Reduce operating costs through energy, waste, and packaging efficiencies

Strengthen customer loyalty by aligning with the values of today’s anglers

Differentiate your shop in a competitive and evolving outdoor market

Turn sustainability into a clear competitive advantage—not just a marketing claim. Whether you’re just beginning your sustainability journey or looking to deepen your impact, this webinar will provide clear next steps you can implement immediately in your retail operation.

Who should attend: Fly shop owners, managers, buyers, and industry professionals who want to grow profitably while protecting the waters and wild places that sustain our sport.

https://members.affta.org/events/Details/the-business-case-for-sustainability-10-strategies-for-fly-fishing-retailers-to-profit-while-protecting-the-planet-1648904?sourceTypeId=Website