Support Your Local Fly Shop—Before It's Too Late
By: Dennis Steinbeck - Owner: The Blue Quill Angler
Kirk Deeter’s article last December in Angling Trade, “Who Cares About the Fly Shop,” laid out a hard truth: the future of local fly shops is at risk.
The culprits? Big-box retailers, Amazon, inflation, and, perhaps most concerning as Kirk's article points out, our own suppliers. The very brands that built their reputation through independent fly shops are now shifting to direct-to-consumer (DTC) sales, leaving the local shops that championed them in the dust. This trend threatens the soul of fly fishing. If local fly shops disappear, so does the expertise, the community, and the personal service that make this sport more than just a transaction.
Here’s what’s happening—and what you can do to help.
David vs. Goliath: The Battle Against Giants
Big-box stores and Amazon offer convenience and, sometimes, lower prices. But what they don’t offer is the knowledge and passion that come from a dedicated fly shop staff. Walk into a local shop, and you’ll get personalized recommendations on flies, rods, waders, and gear suited for your local waters. You’ll get real-time fishing reports from people who actually fish, not from an algorithm. You’ll be supporting guides, instructors, and conservation efforts that protect the places you love to fish.
Inflation’s Crushing Weight
Recent inflation has made it more expensive to put food on the table, gas in the tank and run a business. With rising costs on everything from inventory to rent and insurance, every lost sale to an online marketplace, supplier or big-box store makes it harder for your local fly shop to keep the lights on. Fly shops operate on very tight margins, and unlike large corporations, local shops don’t have the luxury of deep discounts, deep pockets or bulk purchasing power. They rely on the support of the community they serve.
Competing With Our Own Suppliers
Perhaps the most frustrating challenge is that some of our most trusted manufacturers—the brands that independent fly shops helped grow—are now competing directly with us. These companies were once committed to supporting the fly shop model, knowing that local expertise helped sell their products. Now, many are investing heavily in their own online sales, cutting out the middleman and, in some cases, undercutting the very shops that built their brand. The fact that many of these suppliers are now owned by investment banks, focused on their own bottom line at the expense of the fly shop, paints an even darker picture. This shift to DTC sales isn’t just about business—it’s about survival. Manufacturers claim they need to adapt to changing consumer habits, but at what cost? Without local fly shops, where will new anglers go to learn about the sport? Where will experienced anglers find the specialized knowledge they need? Where will conservation efforts be organized, and where will the next generation of guides and stewards come from?
A Call to Action
If you value the experience of walking into a fly shop, talking with passionate anglers, and getting real advice—not just a product—you need to make a conscious decision to support local. Here’s how you can help:
1. Buy Local First
Before clicking “Buy Now” on Amazon, or purchasing directly from a manufacturer, check with your local fly shop. Many offer online ordering, fast shipping, and expert advice you won’t get from a chatbot.
2. Understand Where Your Money Goes
Purchasing directly from manufacturers may seem convenient, but it weakens the local fly shop ecosystem. Because most manufacturers enforce strict controls over market pricing—you're not getting a better price by buying direct. In fact, purchasing from your local fly shop is likely going to cost you less since many offer free shipping.
These manufacturers/vendors have elected to compete with fly shops by selling direct and keeping all profit for themselves. Those brands wouldn’t be where they are without fly shops—let’s not let them forget that.
3. Engage with Your Shop
Attend shop events, join local fishing clinics, and support guided trips. The more you engage, the stronger your local shop becomes.
4. Support the Brands that Don't Sell Direct
There are many great suppliers that continue to support fly shops by not selling direct. Brands like Scott Fly Rods, Winston Fly Rods, Nautilus Reels and Umpqua are a few good examples. As a business, we intend to shift more of our product orders to those suppliers that don't sell direct and we encourage other fly shops to do the same.
5. Spread the Word
Tell your fishing buddies why supporting local shops matters. Share your positive experiences and encourage others to shop small.
The Future is in Your Hands
The independent fly shop is more than a store—it’s the heart of the fly fishing community. It's the ultimate social network for fly anglers. Without local shops, the sport loses something invaluable: mentorship, expertise, and a gathering place for anglers of all skill levels. Change starts with awareness, and action follows awareness.
Support your local fly shop, because once they’re gone, they’re not coming back.