Direct-to-Angler Doesn’t Mean Anti-Fly Shop

At Pescador on the Fly, our business model is built around a simple concept: delivering high-performance fly rods directly to anglers, without the middleman markup. This approach allows us to provide incredible value, passing the savings directly to our customers. But there’s a misunderstanding I want to address that occasionally pops up—some believe that being direct-to-angler means we are “anti-fly shop.” Nothing could be further from the truth.

We Love Fly Shops

I love fly shops. I spend a significant amount of money at fly shops, hiring guides, booking trips, and purchasing flies, gear, and clothing for my fly fishing adventures. Fly shops are an essential part of the fly fishing community, and I appreciate everything they do—from offering local expertise to fostering a sense of camaraderie among anglers. They are crucial in providing access to information, supplies, and support for the sport we all love.

Why We Don’t Sell Fly Rods Through Fly Shops

When it comes to purchasing fly rods, however, I have a different opinion. As someone who has been fly fishing for years, I don’t feel the need for a salesperson to tell me what rod to buy. Many experienced anglers share this sentiment. In today’s world, people research their equipment before making a purchase, and they don’t need to pay an extra 50% markup for the privilege of buying a rod in person.  Rewind the clock 20 years, and that was the only way to get a fly rod, but we have many more options today.

If you walk into a fly shop and spend $900 on a rod that should cost $600, the difference is largely due to the middleman markup—the retailer’s margin. I don’t believe that’s necessary, especially when anglers can find top-quality gear at lower prices by going direct.

That said, I understand that many anglers prefer the hands-on experience and expert advice that fly shops provide. There’s absolutely nothing wrong with choosing to pay more for that personalized attention, and I fully support the choice of those anglers who do. There’s room for both business models in our industry.

Supporting Fly Shops and the Fly Fishing Community

While we don’t sell rods through fly shops, Pescador on the Fly supports the fly fishing ecosystem in many ways. We donate tens of thousands of dollars to Trout Unlimited, a national organization that does incredible work protecting coldwater fisheries and preserving the sport for future generations. Fly shops often support their local communities, and we do our part on a broader scale by giving back to causes that benefit anglers everywhere.

The Value of Choice

At the end of the day, it’s about providing anglers with options. Some anglers want the full fly shop experience and are willing to pay more for it, while others prefer the direct-to-consumer model, where they can get high-quality rods at a lower price by skipping the middleman. Both approaches have their place in the fly fishing community, and one doesn’t diminish the other.

We’re proud to offer great gear at great prices, and I’ll continue to support fly shops in other ways—whether it’s buying flies, hiring guides, or stocking up on gear before a trip. Just because I don’t purchase fly rods at fly shops doesn’t mean I don’t appreciate them. The choice is yours, and there’s no wrong way to enjoy this sport.

In the end, it’s all about getting out on the water and making the most of every cast, no matter where your rod came from.

Tight lines,
Jeff Ditsworth
Founder, Pescador on the Fly