The Benefits of Our Direct-to-Angler Model: Quality Gear, Transparent Pricing, Real Savings

At Pescador on the Fly, we do things differently. We’re a small, family-owned business dedicated to crafting high-quality, high-performance fly fishing gear and bringing it directly to anglers. This approach eliminates middleman markups and keeps our prices fair and transparent. Here’s a closer look at the benefits of our direct-to-angler model and how it makes a real difference in both price and quality.

The Middleman Markup—What You’re Really Paying For

In traditional retail, each piece of gear goes through multiple hands before reaching you. A manufacturer makes the product, sells it to a distributor, who then sells it to a fly shop or retail store. Each step along the way adds cost, often marking up the price by 40-60% just to cover the middleman.

Take our El Rey rod as an example:

• Our Price: $600 (direct-to-angler)

• Traditional Retail Price: $900–$1,000 with middleman markups

At a traditional retail price of $900, you’d be paying 33% more than our direct price; at $1,000, that markup jumps to 40%. By selling directly to anglers, we save you $300-$400 on premium gear, without sacrificing the quality you expect from high-end rods.

Hidden Costs in Retail: Free Gear, Influencer Partnerships, and Incentives

The fly fishing industry, like many others, relies heavily on product recommendations. To incentivize sales, many brands provide fly shop employees with free rods and gear, encouraging them to recommend their products over others. It’s common practice, but ultimately, the cost of those “free” items gets passed on to customers through higher retail prices.

Social media influencers are another hidden expense. Some influencers are skilled anglers and passionate advocates for the sport; others are simply people who want free gear in exchange for a post or two. We’re approached regularly by people offering to “promote” us—everyone from legitimate professionals to high school kids with 189 Instagram followers. These kinds of arrangements can drive up costs, as brands factor in the price of influencer partnerships.

Why We Chose a Different Path

At Pescador on the Fly, we believe in a more transparent approach. By going direct-to-angler, we eliminate the need for middlemen, shop employee incentives, and influencer deals, reducing our overhead and passing those savings on to you. In fact, other than the cost of manufacturing, our direct-to-angler pricing is our largest cost savings, allowing us to offer premium rods for 40% less.

Supporting Fly Shops and Giving Anglers a Choice

We love and support fly shops and the role they play in the angling community. Shops provide valuable advice, insights, and a sense of community, and we recognize that some anglers want that experience and are willing to pay more for it. However, we believe anglers deserve a choice. By opting for our direct-to-angler model, you’re choosing to bypass the markup and get high-quality gear at a more accessible price.

Why Direct-to-Angler Makes Sense

Our direct-to-angler business model isn’t just about cost savings—it’s about delivering value in every sense. From the careful design of each rod to our fast and responsive customer service, we’re here to ensure that quality and affordability meet at every cast.

Whether you’re a seasoned angler or just starting, our goal is to provide you with the best performance at the best price. So, if you’re looking for a way to fill your fly box, upgrade your setup, or just experience premium gear without the premium price, we’re here for you.