American Fly Fishing Trade Association

09/17/2026

Fly fishing meets Presidential politics.

Jake Tapper joins Governor Gavin Newsom fly fishing in one of his f...

08/24/2026

Every cast, every guided trip, every product sold in fly fishing depends on healthy water and wild places. But how do shops and brands turn that dependence into measurable action, and how does giving back pay off?

Join AFFTA for a conversation on protecting what you love, featuring the people who make 1% for the Planet work, from one of its founders to the brands putting it into practice.

𝐂𝐫𝐚𝐢𝐠 𝐌𝐚𝐭𝐡𝐞𝐰𝐬, co-founder of 1% for the Planet with Patagonia's Yvon Chouinard, opens with the origin story: how a fly shop owner and an apparel brand turned a simple idea into a global giving network.

𝐑𝐢𝐜𝐤 𝐂𝐫𝐚𝐰𝐟𝐨𝐫𝐝, Founder of Emerger Strategies, on how membership shaped his sustainability consulting firm's credibility, client relationships, and bottom line.

𝐌𝐞𝐠 𝐁𝐮𝐜𝐤𝐥𝐞𝐲, Growth Partnerships at 1% for the Planet, breaks down how membership works and what resources are available to fishing and outdoor brands.

𝐂𝐨𝐫𝐢𝐧𝐧𝐞 𝐃𝐨𝐜𝐭𝐨𝐫, co-founder of RepYourWater, offers a brand's-eye view, including how their partnership with Backcountry Hunters & Anglers turns everyday sales into on-the-ground conservation.

𝐉𝐨𝐬𝐡 𝐌𝐢𝐥𝐥𝐬, Conservation Partnership Coordinator at Backcountry Hunters & Anglers, on how BHA benefits from 1% for the Planet through brands like RepYourWater.

Already a member, weighing it, or just curious what 1% for the Planet can do for your business and your home water? You'll get the origin story, the mechanics, and the real-world proof.

Register now for this can't-miss webinar.

https://members.affta.org/events/Details/giving-back-to-conservation-how-1-for-the-planet-powers-purpose-driven-fly-fishing-brands-shops-1902399?sourceTypeId=Website

Emerger Strategies
Rep Your Water
@1%forthePlanet
Backcountry Hunters & Anglers

08/04/2026

Independent fly shops are the backbone of this industry. They're also carrying more weight than ever. Insurance costs climb, coverage gets more complex, and the data that could help a shop compete tends to live everywhere except where an owner can use it.

The Fly Shop Insurance Collective is a response to that. AFFTA, TrackFly, and Cross Current Insurance have formed a strategic alliance built around three practical benefits: advocacy, lower insurance costs, and real-time industry data.

Independent fly shops are the backbone of this industry. They're also carrying more weight than ever. Insurance costs climb, coverage gets more complex, and the data that could help a shop compete tends to live everywhere except where an owner can use it. The Fly Shop Insurance Collect...

06/30/2026

You are probably familiar with Extended Producer Responsibility (EPR) for packaging, which is already in effect in states like California, Colorado, Maine, and Oregon, but that is specific to packaging. Now, there is a new law in California regarding EPR for textiles. California's Responsible Textile Recovery Act of 2024 (SB 707) has moved from policy to enforcement, and if your brand sells apparel or textile products into the California market, you need to act now.

The deadline is July 1, 2026. That is not a soft date.

You are probably familiar with Extended Producer Responsibility (EPR) for packaging, which is already in effect in states like California, Colorado, Maine, and Oregon, but that is specific to packaging. Now, there is a new law in California regarding EPR for textiles. California's Responsible T...

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...