The Show Issue 2016

INSIDE THE SHOW 2016 ISSUESimms and the Bass World |Loving and Hating

Competitive Fly Fishing |Sage Launches the “X” |The State of the U.S. Fly Market |Follow-Ups on

Magnuson-Stevens... And More

the buzz on the fly-fishing biz

June 2016 AnglingTrade.com

®

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AnglingTrade.com | June 2016

Editor Kirk [email protected]

Managing Editor Tim [email protected]

Art DirectorTara [email protected]

Editor-at-LargeGeoff Mueller

Copy EditorsMabon Childs, Sarah Deeter

Contributing EditorsTom BieBen RomansSteven B. SchweitzerGreg Vincent Photos unless noted by Tim Romano

Angling Trade is printed twice a year, supplemented with bimonthly E-Newsletters by Angling Trade, LLC. Author and photographic submissions should be sent electronically to [email protected]. Angling Trade is not responsible for unsolicited manuscripts and/or photo submissions. We ask that contributors send formal queries in advance of submissions. For editorial guidelines and calendar, please contact the editor via E-mail.

Printed in the U.S.A.

Advertising Contact: Tim Romano Telephone: 303-495-3967

Fax: 303-495-2454 [email protected]

Mail Address:PO Box 17487Boulder, CO 80308

Street Address:3055 24th StreetBoulder, CO 80304

AnglingTrade.com

C O N T E N T S

Departments6 EDITOR’S COLUMN

Does it Really Have to Be That Scary?

By Kirk Deeter

8 CURRENTS

The latest news from the fly-fishing industry, including reactions to the latest AFFTA Retailer Survey.

50 COUNTERPOINT:

TRCP Responds on the Morris-Deal Report.

By Whit Fosburgh

52 OPINION

More reasons to care about Magnuson-Stevens.

By Charles Witek

62 BACKCAST

New Rod Lines

By Geoff Mueller

Features36 FLY-F ISHING COMPETIT IONS: LOVEOR HATE?

A fresh spin on an old debate. (Plus a sidebar on a new competition format that might make everyone happy.)

By Marshall Bissett

44 SIMMS AND BASS

Five years ago, an iconic fly-fishing brand set out to become an iconic bass-fishing brand. How’s that working out?

By Shauna Stephenson

58 X MARKS THE SPOT

A comprehensive, straight-shot review on the latest rod offering from Sage. Is it going to be a sales magnet for shops? We think so.

By Kirk Deeter

the buzz on the flyfishing biz

®

Rank amateur Pretender

INTRODUCING THE X RODCOMMAND THE WATER

s a g e flyf i s h .c o m

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E D I TO R ’ S C O L U M N

A couple years ago, I got a call from a producer of “Naked and Afraid.”

Yeah, it made me laugh too.

Apparently, he’d seen a story I wrote for WIRED magazine, where I canoed a stretch of the Cumberland River in Tennessee and Kentucky, by myself, camping for a couple nights, and testing “techie” gear along the way.

It really wasn’t that “extreme” of a trip. Truth is, I portaged around any rapids that were more than class II. At night, I sat in a comfortable chair, satellite-texted my wife, read a book, and sipped a bit of moonshine. I didn’t eat much, because I didn’t catch much (that I wanted to eat), so as soon as I hauled out, I made a beeline to Kentucky Fried Chicken.

I politely told this producer, “Dude, you don’t understand. I make 90 percent of my living by informing people exactly how NOT to find themselves under-clothed, or feel at all scared when they are experiencing the great outdoors. If I’m ever naked or afraid when I’m out writing stories and fly fishing, something has gone terribly wrong.”

It now seems that everything has to “almost kill you” to have any media legs. I’m sorry, but where, along the line, did it become boring for someone to have their shit in one bag? I mean, isn’t that kinda why some of the companies in this magazine make things like GORE-Tex waders, and fly rods that can toss a perfectly balanced fly line 80 feet… or coolers that hold ice for several days, thermal woollies, and sun protection?

Trust me, I get the “generational” thing, but I’m a little tired of “pavement walker” magazine editors and television producers who live in Brooklyn dictating the guidelines for outdoor “survival” in the modern era. Not that they are wusses. I’m always more afraid when I ride the New York City subway these days than I am when I’m fishing a river in bear country.

I just don’t like the outdoors treated like some scary realm that forces you to put your life on the line whenever you experience it. I recently went to talk to a 5th grade class, and I spent an hour showing the kids awesome slides on a big screen—shots taken out of airplanes flying over the Alaskan Bush, or from the jungles in South America, and the flats in the Bahamas, and so on, and so on. And the point was that WRITING… stuff I started learning in my 5th grade composition class, has led me on all these cool adventures to places I never imagined I would see when I was a young boy.

So after that, it’s question time, and I call on the first hand that shoots up at the back of the classroom. And what do you suppose the question was?

“How many times have you thought the fish you were trying to catch was going to kill you?”

WHY DOES EVERYTHING HAVE TO BE SO SCARY?

Thanks, Jeremy Wade. Nice work.

I went on to explain that the most

dangerous animal in the world is

actually the mosquito. I also explained

that I have been to many of the jungle

places that Mr. Wade has chased

“Monster Fish” in, and I might be crazy,

but I can tell you that when a body with

no face is found floating in a Bolivian

river in the heart of booger-sugar

country, my first hunch wouldn’t be that

a fish ate that person’s face off.

Now we have “Fish or Die” and I

actually wish those guys the very best

because I like them, and I think they’re

good for the sport. I wouldn’t have

given them all the ink I have in various

media outlets over the years if I didn’t

genuinely feel that way. Those guys

can actually fish! I think they’re going

to do well, and put a great spin on fly

fishing (pun intended) for a whole new

audience to see and experience. And I

think that’s absolutely fantastic.

I just hope that after they film episodes

in the jungle in South America, if they

happen to fly back through Miami,

they don’t take a wrong turn out of the

airport. Because the truth is, that would

be the most dangerous part of the trip.

Better you than me, boys. I’m on

the “lodge plan” now. You keep

pushing, and charging, and most of

all, having fun.

Because the moral of the story is that

people can have fun in different ways,

seeking thrills or in the lap of luxury...

fully clothed, and, well, of course,

unclothed. And if the fun happens to

involve a little fly fishing, it’s all good.

Actually, it’s great.

7


FINATIC

© Bryan Gregson Photography

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C U R R E N T S

Congrats to AL Q!

Those of you who know Al Quattrocchi,

and know what a genuinely good guy

he is, how much he has given to fly

fishing… well you’ll know that this is not

a fluke at all. Al Q reports having caught

two pending fly world records while

fishing with his good friend and IGFA

record holder, Dr. John Whitaker. Both

on the same day!

A Calico Bass on 12-pound tippet,

weighed 9.23 pounds, (largest recorded

on fly, existing record is 5.4) using a

Al Q sculpin fly. Also a white sea bass

on 20-pound tippet weighed in at 36

pounds (existing record is 18.2).

Wrote Q: “Pretty crazy stuff to get two

back to back. The white sea bass was

sight casted using an old Loomis 10/11

and Seamster reel loaded with Cortland

Liquid Crystal clear intermediate on an

Al Q-tied brown Shady Lady Squid fleye.

I wanted to use this outfit to honor a

couple of old buddies that I always looked

up to, in fact the outfit was my friend Dr.

Jerry Pierce’s who just retired from fly

fishing and was one of my mentors.”

Survey SAYS…

The American Fly Fishing Trade

Association (AFFTA) has just released

its Fly Fishing Retailer Survey. The

information for this report was

collected through an online survey of

AFFTA member/retailers conducted by

Florida-based Southwick Associates,

an independent market research and

economics firm specializing in the

hunting, shooting, sport fishing, and

outdoor recreation markets. Over 230

dealers completed the survey, which

is a notable increase over previous

AFFTA surveys. We’ve poured

through the findings, and think that

it gives a pretty good reflection of

where things stand now.

To view the full survey, you need to be

an AFFTA member, and as such, you can

access the full report. Angling Trade has

permission to highlight several of the

findings here, and comment on what we

think those findings represent.

The survey estimates the size of the

trade to be $815 million, which seems

like a jump over the past surveys

that have put the market between

$650 and $700 million; however, this

survey factors in guiding as a source of

income. Guiding and outfitting actually

represented the largest segment of

the market at 16% (are we headed

more and more toward a pay-to-play,

European model for fly fishing in

this country?) so, the total size of the

market appears, at least to us, to be

relatively stable.

The survey pins the total number of

fly-fishing participants in the United

States to be 4.5 million. Before you get

excited and launch your E-magazine

or new rod company based on that,

realize that includes one-shot wonders.

Angling Trade estimates the population

of anglers who actually buy things and

participate on a fairly regular basis to be

closer to 1-1.5 million, and two of the

largest manufacturers (the only two we

checked with) in this space concur with

that assessment.

continued on next page...

For more information, visit: www.affta.org

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— David Leinweber, Angler’s Covey

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C U R R E N T S

concept for fly reel design. The

company continues with this precision

quality approach in all of its product

development and design.”

The Fly Shop Hires Eric Esch

The Fly Shop (Redding, Calif.)

announced it has hired Eric Ersch as a

fly-fishing travel specialist. Ersch brings

a wealth of field-gained fly fishing

experience having fished, guided and

managed some of the most famous

fishing lodges in the world. His on-the-

water experience spans decades, and

includes the Kola Peninsula of Russia,

the Bahamas, Mexico, Alaska and

Panama. Eric managed Big Ku Lodge

in Alaska for the past two seasons, and

prior to that was manager of Paradise

Lodge in Mexico’s Yucatan Peninsula.

Atlanta Will Host 2017 FlyFIshing Show

Greater Atlanta, the ninth largest

population center in the U.S, will play

host to one of the 2017 editions of

the Fly Fishing Show™, announced

president and CEO Ben Furimsky.

The Atlanta Fly Fishing Show is

scheduled for Feb. 3 and 4. The Georgia

show dates will replace the North

Carolina show, said Furimsky, adding,

“It is unfortunate that we have a limited

Good news for Far Bank: In terms of

popular rod brands, Sage came in

first, and Redington tied for second

with Orvis.

The largest contingent of fly dealers in

America (28.9 percent) are in the Rocky

Mountains. Those dealers also sell more

fishing licenses than in other regions.

Most fly shops report gross income

between 500-$750,000. Fewer than

two percent report gross sales of $3

million or more.

“The 2015 Dealer Survey is another

example of how AFFTA is helping

to move the business of fly fishing

forward. This survey provides retailers

and manufacturers invaluable

data regarding the health, general

performance and long-term direction

of our sport and industry. All members

of AFFTA will find this survey and its

results to be invaluable as we plan

our business for 2016 and beyond,”

stated AFFTA Chairman Tucker Ladd.

"I always find surveys that track the

fly fishing industry to be interesting,

and this (effort) seems more in

line with what we (Far Bank) have

tracked in recent years," said

Travis Campbell, CEO of Far Bank

Enterprises. "There are a couple

of areas where I still have some

questions, but by and large, it gives

us a pretty good impression of where

things stand. We are obviously happy

to see where some of our brands are

positioned in the mix. I also find it

interesting to see how high the guide

and outfitter category is in the listing

of revenue sources."

Company and People News

R.L. Winston Rod Company Acquires Bauer Fly Reels

Winston Rod Company in Twin

Bridges, Montana, recently acquired

Bauer Premium Reel Company in

Ashland, Oregon. “There are a lot

of very good fly reels,” said Winston

Chairman and Owner, David Ondaatje,

“but there is something extraordinary

about Bauer that made us want to be

more involved over the long term… a

beautiful product, good people and

leading-edge technology.”

Bauer Premium Fly Reels was founded

in 1995 by Jon Bauer after designing

one of the first large arbor fly reels made

in the USA. Previously, Jon had driven

race cars for Porsche and Ford, winning

several major events including the 1980

Trans-Am Championship.

Said Bauer: “I did a lot of design and

development work when I was racing.

You develop widgets all the time,

because that’s how you win – you look

for new ways to make your car better

and faster. Starting in 1994, as an avid

fly fisherman, I took the same approach

in designing innovative fly reels. Since

I came from a different sport, (racing

not fly fishing), I approached fly reel

design differently. By applying principles

of basic physics to the design and

incorporating precision manufacturing,

I was able to produce a totally new


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IFTD Best of Show Overall, IFTD Best Saltwater Fly Rod, Gray’s Best, Field & Stream Best of the Best, American Angler Gear of the Year, Yellowstone Angler 8-weight Shootout, Fly Fisherman Best Saltwater Fly Rod, Fly Rod & Reel Kudos Award,

and so many more… Thank you all, we’re honored to receive the recognition.

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C U R R E N T S

number of show and travel weekends to

work with and the demand to do Atlanta

was just too great.”

The Fly Fishing Show will be held at

Infinite Energy Center, 6400 Sugarloaf

Parkway, in suburban Duluth. The site

was formerly called the Gwinnett Center.

“Atlanta is an ideal show location, within

hours of fly-fishing venues from native

trout streams to saltwater flats,” said

Furimsky. “Additionally, the expanded

site at Infinite Energy Center gives

us the room for a watercraft area

showcasing both fresh and saltwater

boats designed for fly fishing including

inflatables, kayaks, center consoles,

flats skiffs, drift boats and Jon boats,”

said Furimsky.

In addition to approximately 100 new

product and vendor exhibits, the Atlanta

Fly Fishing Show will feature some 60

demonstrations, fly-casting and fly-tying

seminars, films, tackle and gear each

day all pointed at southeastern states’

anglers. Exhibitor booths will include

tackle manufacturers and retailers, rods,

reels, boots, waders, vests and other

accessories; technical clothing, lodges,

overseas and domestic resorts, guide

services and conservation organizations.

The two-day show is expected to draw

fly-fishers – expert and novice – from

North and South Carolina, Tennessee,

Florida and throughout Georgia for

demonstrations, classes and seminars by

fly-fishing notables including Lefty Kreh,

Bob Clouser and Gary Borger.

Backcountry Hunters & Anglers calls for ‘Stream Access Now’

For anglers, access to streams and

waterways is the most important

factor in our participation in—and the

perpetuation of—our outdoor traditions.

Our access opportunities, however, are

far from guaranteed. Laws governing


Atlanta will host The 2017 Fly Fishing Show

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C U R R E N T S

ownership of streambeds vary widely

from state to state, some favoring public

use and others favoring exclusivity.

Well-moneyed efforts to further lock out

everyday anglers from public rivers are

advancing, with sportsmen experiencing

several major losses in recent years.

Until now, no national sportsmen’s group

has tackled the issue of stream access.

At ICAST/IFTD, Backcountry Hunters

& Anglers will be launching a national

campaign, Stream Access Now. They

will not only be engaging and informing

anglers and other sportsmen about the

issue; they will also combat the greatest

threats to access, state by state.

Alongside some of the most powerful

brands in the angling industry, BHA is

launching a crowdfunding campaign to

raise money and awareness around the

issue of stream access. This will enable

us to uphold, enhance and expand

access to flowing waters – our birthright

as Americans.

To learn more and join the battle, visit

www.streamaccessnow.com.

Accolades

Simms Recognized with Presidential-level Export Award

Simms Fishing Products was one of 123

nationwide companies and organizations

to receive the President’s E Award for

exporting excellence during a May 16

ceremony in Washington, D.C. This is

the first time that a Montana-based firm

has received the award.

U.S. Secretary of Commerce Penny

Pritzker made a point to recognize

Simms. “Today, we honor companies

like Simms Fishing Products—the

first-ever Montana company to receive

an E Award,” said Secretary Pritzker.

“The recipients being honored today

demonstrate the opportunity inherent

in selling Made-in-America products

to the broad customer base that exists

outside our borders. Their success

contributes to growth, job creation,

competitiveness, and the success of the

American economy.”

Simms Fishing Products International

Sales Manager, Tim Malyurek,

and Senior Director, Employee &

Community Engagement, Diane Bristol,

were on hand to accept the award from

the Secretary.

“Over the last 25 plus years, we have

made a concerted effort to find the

best partners to help us build our

brand internationally,” Bristol said.

“We have a deep appreciation for the

relationships we’ve built and the efforts

they’ve made to represent us.”

The President’s E Award was created

by President John F. Kennedy in

1961 to recognize persons, firms,

and organizations that contribute to

expanding U.S. exports. Since 1961,

nearly 2,800 companies have received

the E Award recognition.

Fishpond’s LeCoq Honored

Nearly 20 years ago, John Le Coq

founded the brand Fishpond with a

vision to build premium quality fishing

and outdoor gear, using profits and

shared passions of their dedicated

consumers to support water, fish and

habitat conservation efforts. Last

month, Le Coq was recognized for his

commitment and contributions to the

environment as one of four nominees

for the annual Pegasus Foundation

Wings award.

Working on behalf of animals, the goal

of the Pegasus Foundation is to “Give

Great Ideas Wings” through focused

grants and recognition of outstanding

individuals and programs. The third

annual Pegasus Wings Award ceremony

will recognize extraordinary people

who have made a significant difference

for animal protection. 2015 nominees

were recognized at a gala event in

Washington, D.C. at the Cosmos Club,

founded by John Wesley Powell in 1878.

“As both a business owner and an avid

angler, water and habitat conservation

is paramount to everything I do.

I’ve had the privilege to work with


Recognized by Commerce Secretary Pritzker as the first Montana firm ever to receive “E” Award

17

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C U R R E N T S

Jeanne Shaheen (D-NH), and White

House senior advisor Brian Deese.

AFFTA president Ben Bulis, along

with AFFTA members Simms Fishing

Products, The Boat Company and

AC Beane Outdoors were on hand to

present the awards.

“Fishermen and our $646-billion

outdoor recreation industry depend on continued on next page...

NGOs, governments, science-based

organizations and businesses to help

make balanced decisions about the

environment and species diversity,”

says Le Coq. “I want to bring more

compassion to the table when it

comes to wildlife issues, especially

for states like Colorado that depend

heavily on outdoor recreation dollars.”

Le Coq regularly travels to Washington

to speak about conservation. Most

recently he has been meeting with

several NGOs and individuals to

discuss predator-management issues,

and importantly, creative funding

mechanisms to be sure that non-game

species across the country remain

a priority. “As a CEO of an outdoor

recreation company, and as an American

who cares deeply about our natural

resources, I know I need to make a stand

for something much larger than the

company I have created,” adds Le Coq.

“My business must become a voice to

communicate the principals of change

that I feel and that are paramount to the

longevity of species and diversity.”

AFFTA Awards Washington, D.C. Conservation Leaders

Washington, D.C. – The American Fly

Fishing Trade Association (AFFTA) held

a Capitol Hill reception last night to

celebrate champions for clean water,

fish habitat and the outdoor industry.

Earlier in the week, AFFTA awarded

four conservation leaders including

Senator John Tester (D-MT), Senator

Sheldon Whitehouse (D-RI), Senator

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clean water and healthy fish habitat,”

said Ben Bulis, president of the

Bozeman, Montana-based American Fly

Fishing Trade Association.

“We are attentive to opportunities

to protect clean water for fish and

fishermen, and appreciate all that

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C U R R E N T S

leaders in Congress and the White

House are doing to protect our outdoor

heritage and sporting traditions.”

AFFTA is also closely watching public

debate around potential conservation

of the Canyons and Seamounts area

of the Atlantic Ocean—off the coast

of Cape Cod, Massachusetts—and

supports a monument designation for

the area should access for recreational

fishing be permitted. This unique ocean

ecosystem supports a wide variety of

fish and coral species.

Redington/Sage Hit the Road to Home Waters

Continuing to lead the push to engage

more anglers both on the water and

off, Redington, launched its inaugural

Home Waters events on the Deschutes

River May 21st and more events have

continued into the summer.

“Home Waters Co-Op is a celebration

of shared experiences on the water.

It’s about evening hatches, cold beers,

campfire stories, and fishing with our

community,” said Redington brand

manager Josh Prestin. “We’re excited to

hit the water and engage with anglers

across the country.”

Product News

BUFF UV Arm Sleeves

For 2017 BUFF is launching a non-

greasy alternative to sunscreen.

Available in three sizes, the new UV

Arm Sleeves feature highly breathable

polyester UPF 45+ fabric that blocks UV

rays, wicks moisture, dries quickly and

stays cool. The low profile design won’t

impede while casting or reeling. The

elastic upper with engineered silicon

grip holds the sleeve comfortably in

place for a clean, streamlined fit and

stretch flatlock seams eliminate chafing.

They pack up small so anglers can keep

a pair in the boat, another in a tackle

box and one stashed in their waders.

The UV Arm Sleeves come in six fishing

styles. Additionally, there are four

styles of new Coastal UV Arm Sleeves

that include extended back-of-hand

protection and three UV Arm Sleeves

with Insect Shield. MSRP: $25 for UV

Arm Sleeves. Coastal Sleeves and Insect

Shield prices slightly higher.

Gogal Publishing announces the release of Stream Map USA - Mountain West

Imagine being able to instantly find

even the most obscure river, lake, stream

or pond by simply typing its name,

then immediately getting turn-by-turn


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21


THE RIGHT LINE FOR EVERY FISH.

RIOPRODUCTS.COM

C U R R E N T S

driving directions right to that water.

Gogal Publishing announces the release

of Stream Map USA - Mountain West

expanding Gogal’s signature brand

to 33 states with complete watershed

maps of Idaho, Montana, Wyoming,

Nevada, Utah, Colorado, Arizona, and

New Mexico.

Stream Map USA is a searchable,

color-coded river, lake and stream map

displayed over your choice of roadmaps,

satellite images, and high-resolution

topographic maps. You can search for

any water across the entire region or

limit your search by state or even search

an individual county. Once you locate a

water destination, simple touch the map

near a road to add a waypoint and tap

“Go” for turn-by-turn driving directions

right to that spot.

Upon arrival, Stream Map USA works

like a handheld GPS showing your

location and following you as you travel

on the water. Along the way, you can

save additional waypoints and even

add your own notes with GPS accuracy.

This is ideal for marking fishing holes,

campsites, tree stands, scenic locations,

or just about anywhere you may want to

find again in the field.

To get back to any waypoint, simply

choose it from your waypoints list,

tap the “Target” button, and then use

the app’s built-in navigation compass

to point the way and count down the

March 11 & 12, 2017www.txflyfishingfestival.org

April 8 & 9, 2017www.vaflyfishingfestival.org

“We don’t just attract fly anglers; we create them.”

• brew tastings (Texas)

• extensive programs for women and children

• wine tastings (Virginia)

•castingandfly-tying instruction


23


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distance right to that spot. It’s just

like geocaching. Stream Map USA

includes a field navigation compass that

displays your GPS coordinates, compass

heading, altitude and speed of travel,

along with a red direction of travel arrow

that points directly to your “Targeted”

destination and it even works without

phone service.

Each river, lake and stream is uniquely

colored to set it apart from its

tributaries. This eliminates the need to

carefully read stream labels while tracing

the blue lines to follow a stream. You

simply follow the colored line from the

stream’s headwaters to its mouth. As a

planning and safety tool, Stream Map

USA includes access to current water

conditions through the US Geological

Survey’s National Water Information

Service. Each stream monitoring station

is highlighted on the map and you

simply tap its gage icon to see current

stream height, water flow, and other

important information before you travel.

“We wanted to step away from

traditional mapping and create a 21st

century map of America’s watersheds

harnessing the power of digital

mapping, GPS technology, and the

smartphone,” said author and company

president, Mike Gogal. “With the

release of Stream Map USA, we think

we’ve done just that!”

Five editions of Stream Map USA

covering 33 states are currently available

on the App Store for $8.99 each. When

asked about plans for Android, Mike

Gogal said, “ We’re hoping to have

the entire lower 48 states mapped by

year’s end for both iOS and Android

users. Most importantly, our price always

includes free updates and we don’t

embed obnoxious advertising.”

You can view the entire Gogal

Publishing catalogue online at www.

StreamMapUSA.com.

Orvis Launches US-Made Mirage Reel

The big push for Orvis this year is going

to focus on two reel models and a line

of accessories. We are most intrigued

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about the American-made reboot of

its Mirage reel. This one is going to

sell for $649 for a size 5, but it’s going

to feature a number of Cadillac design

elements that warrant that price.

Examples: 330-degree drag adjustment

with 27 detents (easy to access and

operate, using a patent-pending ball-

and-ramp design; Type III military-spec.

anodization (the best level available for

scratch and corrosion resistance); and

hardened steel clickers and plate. This

one is going to be bombproof.

On the other end of the pricing

spectrum, Orvis is launching a new

model under the familiar Battenkill Disc

Reel name, bargain priced at $139 for a

size III. Orvis will also be launching their

own branded aluminum snips for $79,

and pliers for $189.

Winston Launches Nymph-Specific Rod Series

This new mini series of specialized

nymphing fly rods consists of three

10-foot models (3, 4 and 5wt.). Each

has been specifically designed for

high sticking and European style

nymph fishing. The dynamic Boron III

technology, combined with a longer

length, progressive medium action and

finely-tuned rod characteristics, provides

anglers with precise, delicate control of

line, leader and fly placement. The new

Boron III X Super 10 rods were designed

with the versatility to handle a range of

technical nymph techniques, double

nymphs, weighted nymphs, strike

indicators and light streamers. The rods

feature their popular new “Shooting

Guides,” with a new specialized down

locking reel seat for optimum weight

distribution and a 2˝ cork extension on

the grip to reduce arm fatigue.

HIGHLIGHTS

Advanced Boron III TechnologySensitive

tip to detect subtle takesStronger mid-

section for accurate fly placementStrong

lower half to control larger fish 2” cork

extension reduces arm fatigue in high-

stick and extended reach situations

FEATURES

Rod Weights: 10-foot 3, 4 and 5wt.

Action: Medium

Grip: Cigar with 2” extension

Sections: 4

Guides: Hard chrome snake ‘Shooting

Guides’ and nano-lite stripping guides

Reel Seat: Downlocking Nickel Silver

with burled wood insert

Storage: Premium graphite rod tube

with embroidered logo rod sock

Suggested Retail Price: $845

American consumers can help protect

Bristol Bay when buying wild sockeye

salmon this summer.

Bristol Bay, Alaska watershed benefits from Pride of Bristol Bay partnership

Pride of Bristol Bay has begun accepting

online reservations for its Buying Club,

delivering sustainable Bristol Bay

sockeye direct to consumers and chefs

in communities across the country

including Hailey, Ketchum and Boise,

Idaho; Jackson, Wyo; Burlington and

Warren, Vt; Brunswick, Rockland,

Vinalhaven and Northhaven, Maine;

and Orleans and Westport, Mass. The

company, founded by fisherman Matt

Luck in 2015, will donate 10 percent

of all profits to Trout Unlimited’s Save

Bristol Bay program. The Save Bristol

Bay program is aimed at protecting


Winston's Super 10 Rods

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CLIENT: DATE:

ELEMENT NAME:

SCALE: FINISHED TRIM SIZE:

NOTES:

APPROVED BY:

CONTACT : DAN BRYANTMAKE: 207-632-5214

REVIEW:

SIMMS CONTACTS:

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Bristol Bay, Alaska’s pristine watershed

and wild salmon populations from the

Pebble Mine; a proposed open-pit mine

in the headwaters of Bristol Bay’s most

productive salmon rivers. This unique

partnership allows consumers in the

lower 48 to buy wild Alaska sockeye

salmon direct from fishermen, while

also helping protect the world’s largest

sockeye salmon fishery. In response to

Pride of Bristol Bay’s pledge to support

the Save Bristol Bay program, Trout

Unlimited’s Alaska Program released the

following statement:

“Trout Unlimited is thrilled to partner

with Pride of Bristol Bay to bring a

little bit of Bristol Bay into the homes

and onto the grills of salmon lovers

across the country. “Bristol Bay’s rich

fishing history and famous salmon runs

have captured the hearts of Americans

around the country, including President

Obama who visited Bristol Bay last fall.

By purchasing their salmon from Pride

of Bristol Bay, consumers can feel good

about where their salmon comes from

while also supporting critical work to

ensure that this national treasure is

around for future generations to use

and enjoy. Buying Bristol Bay sockeye

salmon sends a strong message that

wild salmon matter to Americans. It’s an

investment in our nation’s health and in

the cold, clean rivers that wild salmon

require. While progress has been made

to protect this world-class fishery, we still

have more work to do. Luckily, eating

Bristol Bay sockeye is one easy and

delicious way supporters in the Lower

48 can help. Pride of Bristol Bay’s Buying

Club program is a great way to make

Bristol Bay sockeye more accessible

to Americans and encourage people

to vote with their forks for Bristol Bay’s

fishery and communities.”

To learn more about Pride of Bristol

Bay and reserve a share of sustainable

Britsol Bay, Alaska sockeye, visit: www.

prideofbristolbay.com For those who

do not live in the above communities,

Pride of Bristol Bay’s online ordering

and national home delivery program

commences September 15, 2016.

Habitat

USGS Studies the Impact of Insecticides on Northwestern Clackamas County Streams

A new study by the U.S. Geological

Survey, published today in the Journal

of Environmental Monitoring and

Assessment, found high concentrations

of commonly used insecticides in

streams running through the highly

urbanized portion of Clackamas County.

The levels found in streams flowing

through the greater Portland

metropolitan area during a September

2013 storm were above U.S.

Environmental Protection Agency

benchmarks to protect aquatic

life. The active ingredients of the

insecticides detected included the

chemicals bifenthrin, fipronil, malathion,

breakdown products of DDT, and others.

The chemical appearing to cause the

most toxicity was bifenthrin, a broad-

spectrum insecticide used to kill insect

pests around homes and businesses.

Bifenthrin attaches tightly to sediments

contained in stormwater, traveling

from the areas where it was applied

through storm drainage systems to

streams. When even small amounts of

this chemical are mobilized, beneficial

insects may be affected when the

sediments and associated chemical

settle out in streams.

“Because aquatic insects provide food

for fish, birds and other wildlife, it is

critical to better understand the full

impact from this insecticide, including

whether it is entering the food chain,”

said Kurt Carpenter, USGS hydrologist

and co-lead on the study. “The strong

negative effect of bifenthrin on aquatic

invertebrates seen in our study is

consistent with national USGS findings

that in urban streams, of the many

contaminants examined, bifenthrin

in bed sediments was the single best

predictor of observed toxicity.”


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C U R R E N T S

More than 600 products contain

bifenthrin; its high use and persistence

in the environment result in its frequent

detection. Bifenthrin was detected in all

five stormwater outfalls sampled, and

73 percent of streams sampled during

the storm, sometimes at levels well

above EPA benchmarks. Seventy-one

percent of streams contained bifenthrin

in streambed sediments at levels likely

to affect aquatic insects.

Streams with no or low levels of

bifenthrin in their sediment had

significantly more aquatic insects such

as mayflies, caddisflies and stoneflies

than streams with high concentrations

of bifenthrin. Streams with high

sediment levels contained mostly

pollution-tolerant organisms, primarily

non-insects.

The USGS study was conducted, in

part, to comply with a 2012 Oregon

Department of Environmental Quality

“MS4” (Municipal Separate Storm

Sewer System) Permit issued to 13 local

governments in Clackamas County.

The permit’s primary purpose is to limit

pollution discharges to creeks, wetlands

and rivers from urban areas.

“I’m proud of the fact that a dozen

separate units of local government

worked together to design and fund this

monitoring study in partnership with the

USGS,” said Andrew Swanson, water

quality analyst with Clackamas County’s

Water Environment Services. “Each of

these local governments could have

chosen to implement separate, small

monitoring efforts without assistance

from the USGS, but by working together,

the cost for each participating local

government was reduced, potential

duplication of effort was avoided, and

the quality of the final product was

substantially increased.”

Western Native Trout Initiative Offers Funding Opportunities for Worthy Trout Projects

The Western Native Trout Initiative

(WNTI) and its partners are once again

offering opportunities for community

organizations to tap into dollars to

restore or recover western native trout

in the rivers, lakes and watersheds

where they remain. The 2016 Small

Grants Program Request for Proposals

will be accepting applications until

June 17, 2016.

The program specifically funds

innovative projects that “jump start” or

complete smaller, high-impact efforts.

Projects considered for funding under

the Small Grants Program may include

riparian or instream habitat restoration,

barrier removal or construction,

population or watershed assessments

needed for prioritization and planning,

water leases or acquisitions to improve

in-stream flows, and native trout-focused

community outreach and education.

Individual projects can be funded at a

maximum of $3,000.

“I know a $3,000 grant award may

sound small, “ said Therese Thompson,

WNTI Project Coordinator, “but over

four previous years of funding, this grant

program has consistently brought in

some of the most innovative community-

based project proposals that are making

a difference for native trout conservation

across the western U.S.”

The 2016 Small Grants Program is

supported by generous donations from

project partners at Bass Pro Shops,

Orvis, and Blue Valley Ranch. The full

RFP can be found here:

http://www.westernnativetrout.org/

western-native-trout-initiative-small-

grants-program

For more information about the

Small Grants Program, visit www.

westernnativetrout.org


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dead dr i f t ing nymphing techniques are

incredibly effective ways to fish for trout.

And our new Boron II I X Super 10 rods

were designed specifically for these and

other methods. Their dynamic Boron

technology, combined with a longer 10 foot

length, a medium progressive action and finely tuned rod characteristics,

provides anglers with the precise, del icate control they need for l ine,

leader and f ly placement. Super 10 rods offer unparal led performance

and the versatil ity to handle technical nymph techniques, double nymphs,

weighted nymphs, str ike indicators and l ight

streamers. The rods feature our new “Shooting

Guides,” a downlocking reel seat for proper weight

distribution and a 2” cork extension on the grip

to reduce arm fat igue. For nymphing success ,

length, a medium progressive action and finely tuned rod characteristics,

provides anglers with the precise, del icate control they need for l ine,

leader and f ly placement. Super 10 rods offer unparal led performance

and the versatil ity to handle technical nymph techniques, double nymphs,

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New This Year - IFTD Demo Day

New this year! IFTD will be hosting

a Demo Day at the Ritz Carlton at

Grande Lakes Tuesday, July 12, from

9am to noon, with lunch to follow. The

inaugural IFTD Demo Day will allow

media and retailers the opportunity to

catch trophy bass using manufacturers'

products. Twelve pond locations will be

available for IFTD exhibiting companies

to sponsor, and participating attendees

will be utilizing golf carts to access the

sponsored locations. This is a great

opportunity for companies to talk

directly with the attendees one-on-

one about their product outdoors, on

the water, in a live fishing scenario.

Sponsorship of a pond is $500 and

includes a table, three chairs, and

transportation of all product to and

from the Ritz Carlton Grande Lakes

golf pro shop to your pond location

and lunch. To reserve your pond email

[email protected] today. This event will fill

up quickly! If you want to fish it’s FREE,

but you must sign-up by emailing

[email protected].

Books

Fly Fishing National Parks from East to West in the U.S.

Stonefly Press has just released a

comprehensive where-to-go, how-to-

get-there, do-it-yourself manual on fly

fishing titled 25 Best National Parks

to Fly Fish. The book was written,

compiled and edited by Terry and

Wendy Gunn and Bennett Mintz.

Park chapters were researched and

written by guides, fly shop owners and

outfitters who best understand those

waters, from Maine’s Acadia Park to

Katmai in Alaska.

Each park chapter contains entry and

access information, fish species, fly

patterns, seasons and mile markers for

river and lake entry along with detailed

maps and photos. Accompanying

each chapter is a “sidebar” of travel

information including airports nearest

the park, fly shops, campgrounds,

hotels, restaurants, lodges, outfitters

and nearby emergency medical services.

Of America’s 57 National Parks, 29 have

some degree of fresh- or saltwater fly

fishing. Twenty-five of the parks are

covered in full detail. Four parks–Dry

Tortugas, Isle Royale, Voyageurs and

Wrangell-St. Elias—are discussed

to a lesser degree because of their

remoteness and limited access.

33


Archival quality. Limited ads.Iconic voices; stunning images.

Conservation, adventure and travel.Tablet and collectible paper editions.

Get The Flyfish Journal in your shop today

Retail and advertising:

questions@thefly fishjournal.com

or call 360.752.5559

www.thefly fishjournal.com

“Fly fishing in many parks is a longtime

American tradition; but there are

National Parks with outstanding fishing

that are largely ignored by anglers and

more renowned for other activities,” said

Stonefly Press publisher Robb Clouse.

He cited Congaree National Park in

South Carolina. The chapter begins,

“Few places in the world offer a year

round trout fishery lined with Spanish

moss-laden hardwoods; and come

summer you’ll find smallmouth and

striped bass.”

Congaree author Jake Howard of

Barron’s Outfitters in Columbia

elaborates on opportunities in or

adjacent to the park, “The three rivers

located in its heart offer world class

fishing that have been kept a secret for a

long time. The Saluda River, a tailwater,

flows from the bottom of Lake Murray

offering a cold water fishery unlike any

other in the country. The Broad River,

flowing from the north is a smallmouth

bass angler’s dream. These two rivers

merge to form the Congaree River.

The Congaree flows easterly and forms

the southern boundary of Congaree

National Park. The Congaree

boasts large numbers of small and

largemouth bass. In the spring, stripers

up to 40 pounds migrate to spawn in

the upper stretched of the Congaree

River and then move into the Saluda

River for the summer.”

Shenandoah National Park author Harry

Murray of Murray’s Fly Shop in Edinburg,

Virginia, wrote, “The opening of the

Skyline Drive on September 15, 1934

was especially important to anglers for

it made available the headwaters of the

brook trout streams. Even though the

Shenandoah National Park is only an

hour from our nation’s capital, one can

still hike into these hollows and fish all

day without seeing another angler.

For additional information or to

purchase the book, contact Stonefly

Press at www.stoneflypress.com;

fax (877-609-3814); email orders@

stoneflypress.com.

JUST IN... (More New Product)

New From Simms (a first forayinto down)

The new DOWNStream Jacket ($349.95)

leads Simms’ fall lineup. It is comprised

of a DWR treated down blend with

Primaloft Gold synthetic insulation with


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C U R R E N T S

ultimate high loft. The DownStream

has 750 fill power equivalent and

is engineered for wet weather

performance. Body mapping means

more insulation in lower sleeves and

hood. Hydrophobic sleeves remove

stitching at the wrist so you can release

fish and not lose warmth at the wrist.

There is a Women’s DOWNStream

Jacket variation as well (also $349.95).

Two other major offerings from

Simms for 2017 will be Headwaters

Stockingfoot waders at a pricepoint of

$399.95, and a series of G4 Pro Packs,

including slings hip packs, etc.

The Headwaters Pro Stockingfoot

features three-layer GORE-TEX Pro

Shell material, as well as patented

front-and-back center seam design. It is

made in the USA.

G4 Pro Packs will include a backpack,

sling, hip and tactical hip models, all

featuring hideaway strap capabilities,

magnetic tool docking stations and

large openings for easy access.

SIMMS First Fishing Company to Integrate Locally’s On-Site Tools

Simms Fishing Products recently

announced its website (simmsfishing.

com) will incorporate on-site tools

powered by Locally. Based in New

Orleans, LA, Locally helps online

shoppers find and buy in stock in

nearby stores through a platform of

tools for brands and retailers.

Locally was launched in 2014 by a

handful of outdoor specialty retailers

with expertise in both local and online

sales. They realized that there was a

need for retailers to have a wider-

reaching online presence, especially

targeted to their potential

local shoppers. In addition,

there was also a need

for online shoppers

who enjoy conducting

product research on

the internet but prefer

completing purchases

in stores to be able to

access local inventory

using the internet.

In launching with

Simms, Locally

now powers the

company’s Dealer

Locator, highlighting

the locations of

approximately 550

specialty retailers in North America.

Locally’s technology also allows

participating retailers to show

shoppers their available inventory

at their store directly on the Simms

Dealer Locator, using Locally’s simple,

universal inventory sync process.

Simms has already launched with this

functionality, and plans on integrating

Locally further by adding product

availability feeds directly on its product

pages via Locally’s Product Locator

technology. Then, visitors would

be able to locate gear in their area,

reserve the gear for pick-up, or even

transact and get the product delivered

to their door.

“The Locally integration is all

about helping the customer find

product expertise that can only

be found at specialty retail,” says

Steve Bendzak, Simms’ VP of Sales.

“Our objective is to create brand

awareness, provide access to product

knowledge and drive traffic to

specialty retailers where a lifelong

relationship can be established. The

response to partnership with Locally

from our authorized dealers has

been rewarding and we anticipate

significant participation.”

The Simms Dealer Locator is already

live and the company is working

with getting as large a percentage

of its retailer base signed up in time

for the ICAST-IFTD Show in July in

Orlando. To see it live, visit https://

www.simmsfishing.com/dealer-locator.

Retailers are encouraged to visit

simms.locally.com/retailers to sign up

and get started.

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FEATURE

Written by Marshall Bissett

At the same time in far off Jajce,

Bosnia, another competition was not

receiving the recognition it deserved.

In the 35th World Championship of

Fly Fishing, the U.S. International Fly

Fishing Team won a silver medal and

team member Devin Olsen scored an

individual bronze medal–an astonishing

achievement for a team that used to

be soundly thrashed by the French,

the Brits and the Poles. Pro angler Jeff

Currier remembers when the event was

held in Jackson, Wyoming, in 1997.

“Fishing tournaments seem a little like playing tennis with living balls...”

Jim Harrison, Just Before Dark, 1991

The words “fly-fishing competition” can

raise enough hackle to supply a fly tiers

convention. It’s a topic that prompts

stream rage and can twist the knickers of

a normally serene group.

In 2015, two news stories highlighted

the extremes of this contentious debate.

The first told the sad tale of how

Anthony Naranja, organizer of the Pro

Fly Angling Tour scammed anglers out

of their entry fees and then refused to

pay their winnings. When Field&Stream

ran this story, readers piled on with

comments: “Add this to the list of

reasons to stay away from competitive

fly fishing.” Naranja, a dentist from

Colorado, became almost as hated as

the dentist from Minnesota who shot

Cecil the lion. A bad day for dentists,

anglers and competitors.

COMPETITIVE FLY FISHING–IT’S A LOVE-HATE THING


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37


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FEATURE“The US team came in 29th in a field

of 30; the Europeans walked all over

us on our home water.” The amazing turnaround in team performance since those dark days is the result of hard work, sponsorship dollars and national pride. Two competitions with very different outcomes.

TESTOSTERONE AND THE COMPETITIVE SPIRIT

If you don’t believe fly fishing is already competitive then you are not fishing enough with your male pals. Every time Frank catches his limit and Jim gets skunked, it might as well be the World Series. Winning and losing are the sub currents of any fishing trip. According to Currier, “That is why reels have click drags – so that you can tell your buddies that you’re catching and they’re not!” Now you may be that exceptional human, so evolved that the outcome is less important than the experience, but you can be sure that your guide does not share your life view. Every time you tell him that “it’s not about catching fish but having fun on the water” you are driving a stake into his heart, forgetting that he belongs to the most competitive social group on earth.

We already have casting competitions and secretly find them irresistible. From Best of the West to Speyorama we are held in awe by arrow head loops and gravity-defying distances. Casting gods are great theatre and good for business—any other sport would have them tricked out in NASCAR outfits. Even the stately and austere River Test has succumbed to that most American event, the One Fly Tournament.

INDUSTRY NOTABLES WEIGH IN

At a recent industry show in Denver, there was no shortage of angling legends with their own take on competitive angling. World champion caster and rod developer for the G.Loomis Company, Steve Rajeff seemed like a good starting point. “What I learn from tournament casting finds its way into our everyday rods,”

says Rajeff now in his 50th year as a

competitor. “I don’t think it will ever

be a big money deal but I would favor

more competition if it didn’t mess with

our rivers and disturb the guys who

want solitude.” Just as the technology

of Formula One racing results in better

brakes on your minivan, competitive

casting has turned the fly rod from a

noodle into a cannon.

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FEATURE

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The trickle-down theory finds another strong supporter in Simon Gawesworth of RIO PRODUCTS, author of The Art of Speycasting and Speyorama competitor. “Developing Spey lines capable of much greater distance than 10 years ago is a passion driven by competition. Our new long belly line is based on what we learned from tournament casters,” says Gawesworth.

Top flight competitive anglers have a hand in designing fanny packs, fly boxes, jackets, waders and everything else we use on the water. You may hate the idea of competition but it’s hard turn down its unintended benefits. Currier likens it to his other passion–playing pool. “I want to play someone who can kick my ass, that’s how you learn.”

Few people have more insight into top level competition than former USA team captain, author and guide George

Daniel. Now retired from international competition, Daniel looks back on his competitive years starting with the ESPN Games in 2002. “You learn a lot, especially from the top European teams but there’s a big price to pay being away from home for long stretches.”

Currier agrees, “I’ve been asked to fish the Masters Championships (for over 50’s) this year on a loch in Ireland. If it was more of a nymphing event in Europe I’m not sure I would be so keen. It’s not my favorite way to catch fish.”

Daniel believes that outsiders look at competitions and immediately see the ‘loud and obnoxious’ side of the Pro Bass circuit. “What they don’t realize is that we can learn a lot from the bass guys—they are consummate innovators,” he adds. Asked about the strict rules of international team tournaments, Daniel pursues the

innovative theme. “The rules can be a barrier to entry for many people. In competition we can’t be as creative as we would like. You have to play the percentages to win.”

In his guiding career, Currier has seen the direct effects of Euro angling on his home water. “A few years ago you would never see a 10- or 11-foot 4-weight rod in Montana, and companies like Winston have really gotten behind these changes.” Both agree that it is a ‘young man’s game’ and that today’s youth are less competition averse than their solitude seeking parents.

Wisconsin angler, teacher and bona fide legend Gary Borger thinks we should focus on bass. “They are in waters all over the US and require the same casting, tying and other skills as trout. We could use the model of bass

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FEATUREO P I N I O N

It’s funny to me how this topic of

competitive trout fishing comes

up every few years. I’ve tried to

see it from all angles. I’ve fished

(and failed) in charity one-fly

tournaments. I rejoiced at the news

that Team USA (and our juniors) did

well in international competitions.

I’ve thought about it and thought

about it… and I have run numerous

stories from all sides of the issue.

But in the end, I cannot shake the

feeling that competitive fly fishing

for trout is just plain stupid.

Now that’s not to say that the many

charity fishing competitions, e.g.

the famous Jackson Hole One-Fly,

or the One Bug on the Delaware

are at all bad. Quite the contrary.

Really great, in fact. They raise

a ton of money for conservation

causes. They’re fun, social events,

and nobody takes them too

seriously. Most importantly, in the

end, after those events are done,

the rivers that they are held on

are in far better shape (or will be

in better shape) than they were

before, because the competitions

happened. Sure, there are tons of

sore-lipped fish who would just as

soon do without the competitions,

I’M CHANGING MY MIND ON COMPETITIONS… SO LONG AS THEY AREN’T ONLY ABOUT TROUTWRITTEN BY KIRK DEETER

tournaments, and they could learn from us. How often do you see them use a tube fly or a two fly streamer rig?”

Borger hopes that over time competitions might attract the interest of educators and fly fishing could be part of high school physical education programs. This is an idea that seems to be working in the UK where British tournament angler and director of the England Youth Fly Fishing team, Charles Jardine runs the very successful Fishing 4 Schools program and is a vocal proponent of anything that will bring young people in touch with the outdoors. He has this to say. “Competitive angling; like it or loathe it (and most fall into the latter category) has been the tinder to the embers of fly fishing in the UK. It is growing not so much on stillwater where the heady, mass participation on our reservoirs over the last two decades was akin to a crusade. Instead, more and more fly fishers are turning to rivers and especially grayling—a species once shunned in the UK, but is now finding acclaim and revered. This is wholly on the back of vast interest of river fishing in the competitive arena that is Europe. In turn this has spawned new tackle, thoughts, tactics and introduced the sport to a whole new type of fisher.“

If you were born before 1990, you may remember a time when every televised event was not a competition; cooking shows taught recipes without blue and red teams and you were in no danger of being voted off the island. Of course you can opt for quiet time on a pristine river (if you can find one) and find the antidote to all that winning at all costs stuff. At least you will never risk losing your entry fee or worse, coming in last.


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Join Patagonia in support of the River of Grass Declaration that demands immediate action to stop damaging discharges to

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but they’re about the only ones with a

right to complain or criticize.

Any other tournament, for pride, or

profit or show, that shows up, pounds

the living snot out of trout for a week

or so, then leaves, is one I would just

as soon do without. And I have yet to

find a way to believe that anyone who

draws or earns the “honey hole” on any

river is legitimately a better angler than

the one who drew a

stinky beat.

Just my opinion, but I

am entitled to it, and

a helluva lot of other

anglers share it.

I’m not against

fishing tournaments

in general. You’ll

remember that a few

years ago, I wrote

that if fly fishing really

wanted legitimate competitions as

a means of generating attention, we

should have more carp tournaments.

You can’t kill enough carp in most

places to suppress their populations.

They live everywhere. Every angler

has a training ground, no matter

where they live.

And most of all, those carp are hard

to catch! I have absolutely no doubt

in my mind that when you factor in all

the things that make a great angler—

from casting ability, to fly selection,

to reading water, and spotting

targets (or at least knowing where

they will be)—the common carp is a

far, far more accurate test than any

species of trout ever will be. They’re

tougher and smarter than bass, for

that matter. And the great Ray Scott

But once you get one brown trout,

that’s it. You're wasting your time

catching any more. Time to go get

a smallmouth bass. After that, a

carp. Then chase a pike. And if you

really have some chops, you might

even get a tiger musky, for which

you will get extra “tiebreaker”

points if you happen to end up tied

at the end of the day.

Okay, sure, that requires

burning a lot of gas, and

somebody is going to

have a lock on the bucket

where all the walleye eat

egg flies. I get that, but I

have at least a little hunch

that the team that wins

the chase for 25 species

might be equal all around

fly-anglers as the team

that Czech-nymphs the

most trout out of a river.

At least they better represent the

type of all-around angler we want

more of in this sport if we want to

ultimately see the industry grow, and

diversify… and the more we want

to create more space on rivers…

and the more we want to keep trout

populations viable. In the end, I

think that’s more in tune with the

ideals of “growing” the sport most

retailers are interested in.

I’m sorry if you disagree with me, and

in some ways I’m happy for you if

you’re killing it through pushing the

competitive fly fishing for trout angle.

If so, I’d love to know just how many

European-style nymphing rods you sold

last year and how you did it.

himself, who founded the Bassmaster

Classic, once said that if carp could

jump, bass fishing wouldn’t be nearly

the sport it is today (well, he said

something like that, trust me, I just

can’t remember exactly what it was).

The carp thing took off a little bit,

but only enough to maintain a very

small counter-culture of bona fide

angling weirdos like myself. I don’t

think anyone thinks its ever going

to be the major sales kicker we all

hoped it would be. Oh well, we tried.

So now I hear about the “Mile High

25” in Colorado, and am starting

to think that might be the best

approach. It adds diversity to the

mix, encouraging people to chase

different species with fly rods (which

no matter what anyone says, is a

no-brainer positive ideal that can

only benefit the sport of fly fishing).

And, by the way, the tournament

format doesn’t require pounding the

living tar out of a population of trout

that’s finning around in some pristine

mountain stream.

Twenty-five species. Go get as many

of them as you can in a weekend.

"Any tournament, for pride, or profit or show, that shows up, pounds the living snot out of trout for a week or so, then leaves is one I would just as soon do without."

43


FEATURE

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FEATURE

Five years ago, a fly-fishing standard set out to “cross over” into the bigger, badder bass market. Will the Simms experience prompt other major fly brands to follow suit?

Written by Shauna Stephenson

There’s a grey wall in the lobby of the

Bozeman-based Simms mothership.

On one side, a television plays loops

of fish porn. To the right, a bank of

windows illuminate a hive of activity—

the production floor that cuts, sews

and welds the waders for which the

company has become known.

On the wall is a long paragraph. It’s a

deep paragraph—not something you

can read quickly as you walk by. It’s no

half-hearted slogan or inspired quote

from someone long-dead.

Rather, this set of words set in san

serif caps of slaty grey on grey seem

to serve as a prelude, or perhaps

the parentheses around an idea -

the rounded boundaries that hold

everything beyond that wall together.

Before civilization, it says, before all

today’s trappings and problems, there

were rivers. And lakes. And oceans.

And we were drawn to them.

“...The more time immersed, the

better we feel. The more time adrift

elsewhere, the deeper we ache to

SIMMS AND BASS...HOW'S IT GOING?


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FEATUREreturn. It’s our addiction. It’s religion. And it’s philosophy, economics and art all smashed into one. It’s nothing but ions, molecules, and particles and yet it is everything. At Simms, these aqueous environments are our root…”

From root comes brand, and the brand Simms has built is recognized throughout the world. Simms orange is to this growing company is what yellow is to Big Bird—birds of another color feather wouldn’t quite be the same.

For a long time, Simms has been a “go to” gear maker for fly anglers, catering to the drift boat rowing, river wading, hatch matching feather chuckers of the world. A fly-fishing standard.

And for many years, in occupying that niche alone, life was good.

But in 2011, Simms set their sights on an even bigger market: Bass.

That year, Simms unveiled its Pro Dry Jacket and Bibs. Since then, the company has brought on some major names in the bass world. Today, nearly half of the Simms Pro Team specialize in bass fishing.

Which has the angling world buzzing. How can a company rooted in fly anglers also cater to what seems to be a very different audience?

Seated in the break room—also painted in Simms orange—Rich Hohne, brand communications director for Simms Fishing Products, explains: The bass world and the fly-fishing world really aren’t that different.

***

At its core, the choice to venture into the bass market boiled down to what bass had in common with fly: sun, rain and cold.

“It was clear that a lot of our gear translates to other types of fishing,” Hohne says. “Gear should be there to connect anglers to their best days on the water.”

The sun a guide in Montana has to worry about is the same sun that a pro bass angler in Georgia has to worry about, or a flats guide in Florida. But beyond that he says, there’s a universality to fishing.

“We want to be a leader in promoting fishing and the fishing lifestyle.”

"Simms Angler Casey Anthony winning the BassMaster Classic in 2015." Photo Credit Rich Hohne

47


FEATURE

“People say ‘I’m a skier,” or ‘I’m a

runner.’ We want more people to say

‘I’m an angler.’”

***

Breaking into the bass market is no

small feat.

This is a world of big money.

Big boats, big engines, big

manufacturers… big ad budgets.

Beyond that, marketing tactics

are simply different. While the

fundamental desire to have high

performing gear may be the same,

the marketing behind those products

looks very different.

In 2012, research firm Southwick

Associates, estimated that of the

26 million people who considered

themselves anglers in this country,

11 million of them were primarily

chasing bass. And that translates

to dollars: With $45 billion spent

annually on fishing,

Sixteen billion dollars of that was

dedicated solely to bass.

“This market segment represents

significant buying power

and tremendous marketing

opportunities to fishing brands,”

said Rob Southwick, president of

Southwick Associates, in a news

release at the time.

In short, a good time to diversify.

There has been criticism that Simms

has devoted too many resources to

Hohne says he doesn’t necessarily accept that the two worlds are all that different.

Take the average fly-fishing audience: Typically they are a passionate angler, concerned about the river, its fish populations and habitat. They aspire to fish more and define themselves as an angler.

And the average bass audience: They fish as much as they can and have the same concern for the environment and quality of fisheries.

While some of the gear may be different, and the geography may be different, the fundamentals—desire and passion for fishing—are the same.


"Simms Angler Casey Anthony winning the BassMaster Classic in 2015." Photo Credit Rich Hohne

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FEATUREKnown for their gritty black and white

angler-based photos, Simms has

defined themselves with a very specific

look. And while they don’t plan on

getting away from that baseline, you

will see differences. The look is cleaner,

more angular, a nod to an audience

that thrives on speed and energy.

“We’re a product-led company. Always

have been, always will be,” Hohne

says. “But we don’t yet know how

much of that [traditional Simms] look

and feel to move over without making

it its own thing.”

In the end, the main difference between

the fly world and the bass world?

“More lights,” Hohne says.

the bass arena. But when you look at the numbers, that simply isn’t true, Hohne says.

“We’ve got a very modest media spend [for bass],” he says.

Rather, the company has focused on making key connections, bringing on well-known names to the bass team. In 2010, members of the Mercury Pro team showed up in the Simms suits. By 2011, the company started signing bass anglers and has added to that team since with a number of well-known names including three-time angler of the year Aaron Martens, 33-year-veteran and bass fishing icon, Gary Klein, one of the fiercest competitors in the sport, Ish Monroe, and the legendary Shaw Grigsby.

And those relationships have paid off.

In 2015, not long after signing Casey

Ashley, the pro bass angler went out and

won the Bassmaster Classic in some of

the coldest conditions ever endured.

Part of that he attributed to Simms.

“I’ve never fished in a tournament this

cold like it was the first day,” Ashley

said after winning.

The ongoing shift raises the question

of how a company diversifies without

alienating its core audience? For

Simms, the trick has been to go with

what they know with a few tweaks to

fit into the “typical” bass look. How

far they will take that is a question the

company in still weighing.

The bass world is one of big boats, big engines, big manufacturers, and big money...

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managed under the general principle of maximum sustained yield—pushing harvest right up to the edge to maximize catch without jeopardizing stocks. This requires very precise real-time data, which is difficult to gather in recreational fisheries. There are better models, such as the way the Fish and Wildlife Service manages waterfowl. Each year, scientists and managers estimate breeding success and mortality (whether by natural causes or human impact) and set the next year’s bag limits and seasons. You need to build in a conservation cushion in case events conspire against you, but at least hunters know when there will be a season so they can make their plans. Recreational anglers, and the businesses they support, deserve the same thing—a well-managed fishery with rules that all anglers can understand.

Fair Allocations

Recreational fishing has exploded in popularity over the last 40 years, but in mixed-stock fisheries (where the fish are pursued by commercial harvesters and recreational anglers), allocation of that stock may have been set decades ago. Our report recommends that the fishery management councils periodically review allocations based on economic and conservation factors. Recreational fishermen may actually lose some allocation in certain fisheries, but the point is still to make sure the conservation and economic needs of the fishery as a whole are being met.

Rebuilding Fish Stocks at a Reasonable Rate

No one is advocating for a limitless timeline to rebuild stocks, as Witek

For too long, recreational anglers have been ignored in federal fisheries management. In recent years, sportfishermen have redoubled efforts to make our voices heard, but infighting and division within our community continues to hold us back.

Case in point: The spring edition of Angling Trade featured a guest column by Charles A. Witek, III, (“Speak for Yourself”) that claims our community’s efforts to reform the Magnuson-Stevens Act will cripple fly fishing. Witek specifically takes aim at the recommendations made by the Theodore Roosevelt Conservation Partnership and its sportfishing partners in the report “A Vision for Managing America’s Saltwater Recreational Fisheries,” more commonly referred to as the Morris-Deal report, owing to the panel’s co-chairs, Johnny Morris of Bass Pro Shops and Scott Deal of Maverick Boat Company.

Our goal in producing the Morris-Deal report was to lay out a broad vision for how federal fisheries management can work better for all recreational anglers, based upon the principles of upholding conservation, enhancing access, and highlighting our economic strength. Witek’s critique is off-base and founded in the manipulation of certain facts and the omission of others.

As a lifelong fly fisher, I have no doubt that the six recommendations in the report are good for all recreational anglers and the fisheries themselves. Here’s what they would mean:

Rec Gets a Seat at the Table

More than 12 million Americans are involved in recreational fishing on saltwater every year, and we are as big as or bigger than commercial fishing in terms of economic benefit. Yet, recreational fishing has never been a priority for the National Marine Fisheries Service (NMFS). To its credit, the agency is trying to work more closely with anglers, and they give credit to the Morris-Deal report for helping strengthen that relationship. Shortly after the report’s release, NMFS developed and issued its first recreational fishing policy, a big step forward in improving relations with the recreational community and ensuring that recreational fisheries are considered in all agency actions.

A Different Approach for a Different Kind of Fishery

Recreational fisheries require a more conservative management approach than commercial fisheries, which are

WANT BETTER POLICIES AND HEALTHIER FISH STOCKS? THEN WE NEED TO STOP POINTING FINGERS WRITTEN BY WHIT FOSBURGH

C O U N T E R P O I N T

51


fish and expect to have strong game-species stocks.

What You Can Do

It is easy to cherry-pick facts and try to divide our community through name calling or relying on broad stereotypes. But this is not about fly fishermen versus spin fishermen versus blue-water anglers. Those who have a vested interest in the status quo want you to believe this, but if we are going to create better recreational fisheries, with more fish in the water and more opportunities to pursue them, then we need to come together and not retreat to our comfortable—or critical—corners.

Whit Fosburgh is the president and CEO of the Theodore Roosevelt Conservation Partnership. He grew up hunting and fishing in upstate New York and was a member of Team USA in the 1997 World Fly Fishing Championships.

claims. Instead, this recommendation is based on the National Academy of Sciences stance that rebuilding timelines should vary depending on the species. Stocks should get stronger whether they are fully rebuilt in 10 years or 12 years. Some latitude would also allow for moderate changes in seasons, as long as fisheries are still rebounding and healthy. This is how it’s done in very successful inland and coastal fisheries. There is no reason to believe it won’t work in the oceans as well.

Better Coordination with Local Fishery Managers

We want to make sure that the federal fisheries managers are working hand-in-glove with their state counterparts. The most successful recreational fisheries are largely state-managed—snook, redfish, speckled trout, Alaska salmon, largemouth, and smallmouth bass to name a few—and federal managers should embrace this expertise. Witek

suggests that the states have allowed overfishing of Atlantic striped bass to occur, but he fails to acknowledge that in 2015, the states responded to declining trends in the fishery and angler concerns by implementing a significant harvest reduction before the stock reached “overfished” status. Examples of federal management being that proactive or responsive are few and far between. Are states still subject to political pressures? Absolutely, and one could argue that the Atlantic States Marine Fisheries Commission’s response to the striped bass decline should have happened sooner. But that is why we as advocates need to stay engaged; it is not an indictment of co-management.

Stronger Protection for Forage Fish

The species at the base of the entire marine fisheries ecosystem need robust management so our sportfish can flourish. We cannot decimate stocks of menhaden, herring, and other forage

Imagine a world without fish and wildlife.This is unthinkable.

IT STARTS IN YOUR OWN BACKYARD.™

Every day in America, aquatic habitats are being degraded and this is happening in your backyard. Work with Beyond the Pond and partner with conservation NGOs, fish and wildlife agencies and fishing brands to reverse this trend and make your waters fishable and swimable.

National Fish Habitat Partnership • Washington, DC • 202-838-3466 • beyondthepondusa.com • fishhabitat.org

417 projects in 46 states since 2006.

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O P I N I O N

It’s said that just about every fly

fishermen owns a 9-foot 5-weight.

They probably also own every other

fly rod that they need to fish in

fresh water. Freshwater fly fishing

is a mature sport, with equipment

purchases driven more by new

technology than by new opportunity.

That’s not true in the ocean. While fly

fishermen have been landing striped

bass, weakfish and tarpon for more

than a century, there are still a lot of

untapped opportunities swimming

along America’s shores.

In fresh water, people cast flies to

just about any fish that might take an

artificial lure. Whether one wants to

catch panfish or pike, it’s easy to find

magazine articles, Internet essays and

even whole books devoted to such

species. The explosion of interest in fly

fishing for carp is a case in point.

In salt water, that’s not the case. While

anglers regularly throw flies at bonefish,

permit and snook—arguably the salt

water equivalents of trout, salmon

and bass—few fly fish for the maritime

counterparts of bluegills and crappies.

In the Northeast, fish such as black sea

bass, scup and summer flounder will

readily take a fly that’s retrieved in front

of their nose. Thanks to successful

federal fisheries management efforts,

all three species are abundant during

the dog days of summer, when striped

bass and false albacore are nowhere to

be found. Even so, few fly fishermen

have shown much interest in them.

MAGNUSON-STEVENS:ANOTHER REASON TO CAREWRITTEN BY CHARLES A. WITEK, III

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Southern fly fishermen seem more open minded about what they’re willing to fish for. Even so, underexploited opportunities exist. In the Gulf of Mexico, federal managers are successfully rebuilding the red snapper stock; snapper are steadily recolonizing areas where they haven’t been caught in many years. That includes some shallow inshore structures, where they are vulnerable to flies.

Anglers who drop cut bait down to the reefs complain that red snapper have become so abundant, while bag limits have remains so low, that they are forced to stop fishing shortly after they begin. Fishermen who have risen to the challenge of catching snapper on flies enjoy far longer, and more interesting, outings.

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And red snapper are only one of a

number of species that can be caught

over relatively shallow reefs.

In southern California, a group of

fly fishermen have already decided

to broaden their horizons. Naming

themselves the “Calico Syndicate,”

after the calico bass that is one of their

primary targets, they have dedicated

the past few years to designing new

gear and techniques that allow them

to catch fish that swim as much as

100 feet beneath the surface. They

have worked with a number of tackle

manufacturers to develop new lines of

gear that range from ultra-fast sinking

lines to leaders that saw through fronds

of kelp, rather than snagging, when

dragged across them by a hooked fish.

They demonstrate the kind of innovation, and marketing opportunities, that result when fly fishermen target fish that they once ignored.

However, there is a catch.

Fly fishing remains the least efficient way to catch fish such as flounder, black sea bass and grunts. If fly fishing for such species is ever to achieve the same popularity as fly fishing for carp and bluegills in fresh water, then the salt water panfish must be as abundant as carp and bluegills as well.

Right now, that is the case. Thanks to the Magnuson-Stevens Fishery Conservation and Management Act,

O P I N I O N


Such organizations have already won a victory in the House of Representatives, where H.R. 1335, a bill that would gut the conservation provisions of federal fisheries law, was passed early last year.

Fortunately, they have not yet convinced anyone in the Senate to introduce a companion bill. However, their efforts to do so continue, and legislation to weaken Magnuson-Stevens could be introduced in the Senate this year.

Such legislation could only threaten the health of fish stocks, and would stifle the expansion of salt water fly fishing.

For while abundant populations of fish provide a host of new opportunities, depleted populations often provide no opportunities at all.

which requires fisheries managers to

end overfishing and promptly rebuild

overfished stocks, the populations of

some popular coastal species have

already been rebuilt. For others, the

rebuilding process is well underway.

Rebuilt stocks provide both angling and

marketing opportunities that just don’t

exist when fish are scarce.

Unfortunately, there are a number of

commercial and recreational fishing

organizations that are working hard

to weaken Magnuson-Stevens. More

interested in increasing short-term

harvest than in the long-term health

of fish stocks, they seek to delay the

rebuilding of overfished populations

and to allow overfishing to continue for

an indefinite time.

57


FEATURE


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MARKST H E

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FEATURE


By now, the cat is well out of the bag.

You all know that Sage has introduced

a new fly rod it has named “X.”

I think that “X” is going to be the best-

selling fly rod of all time, probably

within two or three years from right

now, though I will be pleasantly

surprised if Far Bank Enterprises

(parent of Sage) actually tells me when

that happens.

From my vantage point, I see a well-

conceived, focused, yet grassroots-

up marketing strategy (it’s all about

the “buzz”) that the largest fly

rod manufacturer in the world has

obviously thrown “all-in” behind. This

rod series covers the whole fishing

gambit, from small trout models

through the saltwater realm, even two-

handers, so Sage is obviously sold on

its own “KonneticHD” (the HD stands

for high density) technology.

I also see the market being extremely

ripe and ready for this product.

Anglers love fast-action rods, and this

is a line-speed demon. By that, I mean

that it is what the fattest sweet-spot,

graphite shaft driver is to every golfer

in America—a legit way to help you

perform better than you actually are,

and take strokes off your game.

Most importantly, I am genuinely sold

on the performance and technology

on a personal level, and over the

past 20-some years of writing about

fly rods, trust me, I’ve seen a ton of

contenders and pretenders. This one is

real, and I will explain why in a bit.

First I’ll give you the promo-speak, if

for no other reason than it makes me

look smarter than I really am.

From Sage: “Ushering in a new era of

performance fast action fly rods, the

X will dramatically enhance the way

you fish through superior loop control.

With our innovative KonneticHD

Technology came new inspiration

and opportunities in rod design.

The X rod’s all-new fast action taper

delivers greater blank recovery and a

crisper tip stop, creating tighter, more

efficient loops throughout all ranges

of casting styles. This taper allows you

to dig deeper into the rod and access

the lower sections, shifting power

closer to the angler. Decreased lateral

and medial movement and vibrations

in the blank result in a more accurate

and efficient presentation, resulting in

a performance driven, forgiving fast

action blank - refining the synergy

between angler, rod, line, and fly.”

The technology, described by Sage:

· New proprietary graphite/resin

composite developed through

exclusive partnerships.

"I hate false casts. Having spent a lot of time in scuba gear in rivers, watching how trout react to different factors, especially flies and fly lines that are cast over them, I know that shadows and motions from above are the primary deal-killers. The “X” is a one of the best “pick it up, set it down” rods I have ever cast. By that, I mean, if you strip tight to the surface with a low rod tip, then load and shoot some line with an aggressive backcast, your forward cast is almost an afterthought. Done deal."

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FEATURE· Advanced high density (HD) fiber

positioning, enhanced laminate

characteristics, and optimized

manufacturing techniques

increase composite modulus while

maintaining durability.

· KonneticHD creates amplified

strength-to-weight and stiffness- to-

weight ratios as needed within the

rod blank.

· Optimized fiber-to-fiber energy

transfer along the length of the blank

minimizes both lateral and medial

vibrations, delivering accuracy in an

easy loading blank with quick recovery,

a crisp tip stop, and enhanced line feel

for complete loop control.

· The highest energy transferring

material we have ever

created, opening new doors for

our R&D Team to experiment

with construction techniques, taper

designs, and action profiles.

Okay, if you’re like me, you actually

get, at face value, about 40 percent of

what that really means. The real test

is when you line one up and fish with

it, which I started doing, over a month

ago, long before the market tremors

started to take full effect.

Sure, I was impressed at first shake,

and then at first cast. But in the

interest of “due diligence” I went

down to my home pond and cast

the “X” alongside the Scott Radian

(which I have professed to be the

best fly rod made before), the Sage

One (which I also loved, and in some

ways, am finding myself hard to budge

away from), the Orvis Helios 2 (what

I consider to be the original “game-

changer” in the modern era) and

the Thomas & Thomas Spire (which I

simply find dead-sexy). I cast them all

with the same two reels (a Sage Click,

and a Hatch 4-Plus), and the same two

lines (a RIO Perception 5-weight, and

an SA Ultimate Trout 5-weight).

Now, if you are expecting a ranking,

or a proclamation that I have a new

favorite rod, you might be a tad

disappointed. But the older I get,

and the more rods I fish, the more

I accept and understand that what

flips my switch, as an angler, may

or may not flip yours. It’s becoming

even more of a totally subjective

deal, because there are so many

wonderful options out there that may

just marry up to different anglers for

lasting, meaningful reasons. What I

say, based on how I cast, may or may

not resonate with other anglers, and

I’m perfectly fine with that. In fact,

I appreciate and respect that, more

than ever.

But I will say a few things.

First, I have never, in my life, cast a

rod that generates this type of line

speed, in a manner in which I can feel

that line speed being generated, in my

hand, through the cork grip, like the

Sage's marketing material for the X promises tighter loops.

61


FEATURE

“X” does. It’s a more intimate casting

experience. Yes, I have boomed big

casts with other rods… I’ve even felt

the precision just as much (when it

comes to accuracy) once I’ve made

friends with other fly rods. I’ve just

never felt it so deep down to my

casting hand at the onset. I think that

opens opportunities to understand

things like how to match the right line

with this rod, and if an angler can dial

in on that, they have more legitimate

performance freedom.

When I cast, I often look at my loops,

and I’m not bragging (I admittedly

cannot cast like some of you can), but

I do pride myself on driving a pretty

tight wedge. Wind doesn’t typically

bother me. I’m going to say, looking

at the loops I toss with the “X,” that

wedge is tightened at least another

2-3 inches, which might not sound like

much, but I think it matters a helluva

lot, a least in certain conditions.

I hate false casts. Having spent a lot of

time in scuba gear in rivers, watching

how trout react to different factors,

especially flies and fly lines that are

cast over them, I know that shadows

and motions from above are the

primary deal-killers. The “X” is a one of

the best “pick it up, set it down” rods

I have ever cast. By that, I mean, if you

strip tight to the surface with a low rod

tip, then load and shoot some line with

an aggressive backcast, your forward

cast is almost an afterthought. Done

deal. Pick it up, load it, point it, will the

target, and it goes there. It’s a hopper-

to-the-bank, all day long, out of a dory

option… and at larger sizes, a banging

the mangroves for snook or bonefish,

with minimal effort, stick.

Sage talks about the “tip-stop” factor,

and normally, I’d take that with a

grain of salt… but for the fact that I

genuinely noticed that also. It goes,

but it stops, and then it drops, with

dead-on accuracy. Casting this rod can

be like driving tacks from 20 yards.

Super precise. Bang, bang, bang.

If I were to ding the “X” on any front,

I’d ding it for the same reason I’d ding

any fast-action rod. If you’re generating

that kind of line speed, and you

happen to drop the rod tip even a tad

low on final delivery, it’s going to look

like someone tossed an M-80 on top

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of the sipping trout you’re fishing to.

Of course, there’s an easy fix for that—

elevate the imaginary landing zone

a few feet above the water surface

(where it probably belongs in the first

place) and everything will be hunky-

dory. Some of us, including myself,

still prefer a moderate, even soft-

action rod for the most precise dry fly

situations for that reason alone.

The “X” is 1/16th of an ounce lighter

than the One, for the record. What is

that, about two extra winds of backing

on a reel? Don’t concern yourself with

weight these days, it’s all a wash now.

For those anglers who are looking

for an all-arounder… something

with which they can cast some

dry flies, or huck nymphs under a

bobber, or even streamers, this is an

indisputable “money” rod. There’s

no two ways about it. I still love all

the other rods I mentioned earlier,

and others too. In certain fishing

situations, I still might opt for some

of those rods over the “X.”

That said, I love the “X,” partly for how

it feels in my casting hand and how I

am fishing it (we are still building our

friendship at this moment), and partly

for what I think, as someone who has

covered this industry for years, it’s

going to mean for the fly shop owners

who sell it, and the anglers who fish it.

It’s a legitimate “holy smokes, did I just

make that cast?” rod.

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B AC K C A S T

NEW MODEL YEARHow good fly rods are becoming harder to quit

Written by Geoff Mueller

The tech world’s pace of innovation is a rocket-propelled reality. By the time we pull the trigger on the latest iPhone, flat-screen TV, or digital camera there’s already a replacement waiting, ready to force us to rethink “what’s next.” That whole process is both exciting and nauseating. Will innovation somehow revolutionize how we watch Sunday Night Football? Do we really care?

In the flyfishing sphere, life’s a little more relaxed. We stand in rivers for long hours pondering the behavior of a species propelled by a heartbeat—not a lithium-ion battery. We turn technology off. (Sometimes.) And we slow our roll in order to explore peripheries rather than the remote in our hands. But that hasn’t stopped industry manufacturers from marching to the mantra that says in order to sell more there must be an element of forever-new in the mix. That, too, can be both thrilling and wearing.

Jim Bartschi, president of Scott Fly Rods in Montrose, Colorado sees the phenomenon of forced introduction as an unnecessary means to an end. “Every X number of years we replace this product category, or every year we want to unveil something new,” he says. “My feeling is that [rod] innovation really doesn’t happen on a timeline—and it certainly doesn’t happen by reacting to your competitors, which I see all the time.”

Scott’s Radian rod series was introduced at the International Fly Tackle Dealer show in Orlando in 2013, pocketing best-in-show honors. The company has since made new hires and ramped up production to meet demand. And although fresh offerings from the company will be unveiled this summer, it’s expected that the Radian, as a rod series, will dig its heels in for a while longer. In an intimate flyfishing community with relatively educated consumers, Bartschi adds, a quality fly rod should be a non-disposable product. “Instead of constantly tiring people out, our goal is to delight them.”

Non-endemic companies that make high-end goods have had success following a similar strategy. Porsche’s 911 model was born in 1964, launched a year later, and through the generations has become symbolic of athleticism, performance and, well, affluence. Over time, it’s also become an iconic ride. So much so that Porsche has not—likely will not—let it go. When it comes to fly rods, however, most of the iconic, from classic Winstons to beloved Sages and other once-favorite sticks, are no longer in production. They live in collections. They occasionally come up for auction on eBay. And they’ve since been lost to a landslide of new names, technology advancements, and an ever-changing spectrum of color hues that would make Bob Ross’s afro spin.

But there’s a shift occurring. And it stems from the fact that graphite rod technology is, according to the companies that turn out great gear, reaching a state of “Well, damn, there’s not much left to revolutionize here.”

Josh Prestin came to Redington two years ago, following a corporate stint at Cabela’s. As the Washington-based company’s brand manager, he’s witnessed what he calls a leveling of technology across the [rod manufacturing] industry. “As a brand we can produce incredibly performing rods at relatively approachable price points and the tech divide is shrinking. It isn’t as much of a distinguishing factor as it once was.”

What that means is rods like those in Redington’s trout-centric Hydrogen family are being developed around a specific application; how we use a rod rather than a technology-hyped storyline. And unlike the latter, a richer purpose-driven narrative has the power to resonate over a longer time period, creating a degree of legacy in the lineup. Prestin says that Hydrogen, even with future tech updates, will maintain its moniker as well as its place in the Redington portfolio. For now, at least. And until relevant technology sparks the need for a new conversation.

Story, he adds, is key to Redington’s rod-naming practice. Every rod starts with a concept based on application, performance, and a target audience. Projects typically have a title from the outset that relates to the plot. Hydrogen was all about “lightest in class.” Redington’s new Vice series, on the other hand, is all about something pretty self-explanatory.

Its hard-to-quit aesthetics were inspired by a can of Copenhagen Wintergreen.

The AFFTA Fisheries Fund supports fi sheries conservation projects to protect wildlife, habitat and access, and also fosters educational initiatives to grow

new anglers. Let’s move the sport and industry of fi shing forward...together.

For more information or to donate, visit: www.affta.org

To date, the Fisheries Fund has supported the following projects:• The Freshwater Trust’s efforts to restore steelhead &

salmon habitat in the Big Sandy River Basin, Oregon

• Trout Unlimited’s 5 Rivers Program that grows new university and college aged-anglers

• Utah Stream Access Coalition’s fi ght for public access to Utah fi sheries

• Montana Trout Unlimited’s advocacy work regarding a proposed mine near the iconic Smith River fi shery

• Alaska Conservation Foundation’s work to permanently end threats of drilling and mineral extraction in the famed Bristol Bay, Alaska

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Our craftsmen’s hands may not win any beauty contests but the rods they produce sure as hell should. Beautifully handcrafted, we strive for perfection and uncompromising performance in every rod we make.

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Our craftsmen’s hands may not win any beauty contests but the rods they produce sure as hell should. Beautifully handcrafted, we strive for perfection and uncompromising performance in every rod we make.

THE ROD YOU WILL EVENTUALLY OWN

est 1969

handcrafted to perfection

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The Show Issue 2016

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