The Fly Shop

What The Fly Shop does

The Fly Shop is a privately held fly fishing outfitter founded in April 1978 by Mike Michalak and Brad Jackson, headquartered at 4140 Churn Creek Road in Redding, California. Operating under the registered "The Fly Shop®" trademark since 1978, the company functions as a specialty retailer and experiential-services provider serving recreational fly fishers across all skill levels. It is owned by Mike Michalak and his wife Bertha, with Michalak serving as CEO since co-founder Brad Jackson departed in 1987.

The company's offerings span an e-commerce catalog (catalog.theflyshop.com) and a physical Redding retail store stocked with tackle, equipment, apparel, and signature/private-label products from premium third-party manufacturers including Sage, Scott, Simms, Patagonia, Abel Reels, Scientific Anglers, Hatch, Ross, Fishpond, R.L. Winston, Galvan, Nautilus, and Loon Outdoors. Experiential revenue streams include a Northern California Guide Service (full-day trips at $625/day with a 1:1 or 1:2 guide-to-angler ratio on the Upper Sacramento River and other regional waters), exclusive Private Waters access established in 1984, the International School of Fly Fishing, and the FishCamp™ youth and family summer camps. A global travel department with 150+ years of collective staff experience arranges trips to destinations across Alaska, Argentina, the Bahamas, Belize, Brazil (Rio Marié), Canada, Chile (Patagonia), Fiji, Mexico (Yucatan), Mongolia, New Zealand, Panama, Russia (Kamchatka and Kola Peninsula), and the United Kingdom.

The Fly Shop operates with 11-50 employees across retail, travel, guide service, and back-office functions, with no proprietary technology platform, no AI/ML capabilities, and no institutional investment. Revenue is generated through one-time retail transactions, professional services fees (guides, schools, camps), recurring private-waters access, and high-ticket international travel bookings. Distribution combines direct retail (storefront and toll-free phone sales) with a dedicated online catalog, supported by a long-tenured content library of stream reports, gear reviews, destination guides, and staff publications that have accumulated over the company's 47-year history.

Name

The Fly Shop

Legal name

The Fly Shop, Inc.

Website

https://theflyshop.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

The Fly Shop is a privately held, 47-year-old specialty fly fishing outfitter based in Redding, California, serving recreational anglers through a retail catalog, a Northern California guide service, private-water access, fly fishing schools, FishCamp™ youth camps, and a global travel department.

Ownership category

akta.pro rank

Product category

Fly Fishing Retail and Outfitting

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Fly Fishing Specialty Retail (CRAMALAD)

akta.pro secondary industries

Fishing & Tackle Retail (CRAMABAL), Waders, Apparel & Footwear for Fishing Retail (CRAMALAL), Fishing Charters & Angling Experiences (Deep Sea, Sportfishing, Fly Fishing) (THAJAJAC)

Keywords

• Fly fishing retail
• Guided fly fishing
• Fly fishing travel
• Private fishing waters
• Fly fishing schools

Headquarters

HQ city

Redding

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales: Online catalog and physical retail store selling fly fishing tackle, equipment, apparel, and accessories from top manufacturers as well as signature products made by and for The Fly Shop.
2. Guided Fly Fishing Services: Professional guide service offering full-day guided fishing trips at $625/day including flies, tackle, equipment, and lunch. 1 or 2 anglers per guide. Provides access to Upper Sacramento River and other Northern California waters.
3. Fly Fishing Schools: Educational programs teaching casting techniques, insect hatches, fly selection, and fishing strategies for anglers of all skill levels.
4. Fly Fishing Camps (FishCamp™): Award-winning summer camps for youth (age 10-15) and families at outdoor campus locations. Multi-day programs teaching fly fishing skills.
5. Private Waters Access: Exclusive access to private fisheries near Redding, CA since 1984. Modestly-priced, very private fisheries for catch-and-release fishing.
6. Fly Fishing Travel/Tours: Nearly 50 years of experience guiding travelers to global freshwater and saltwater angling destinations including Alaska, Brazil (Rio Marié), Kamchatka, Argentina, Bahamas, Mexico, and more. Packages include lodging, guiding, and logistics.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

The Fly Shop is a Redding, California fly fishing outfitter that sells fly fishing tackle, equipment, apparel, accessories, and signature gear through a physical store and online catalog. It also sells fly fishing services including travel planning, Northern California guided trips, private waters access, fly fishing schools, and youth/family FishCamp programs.

Product overview

The Fly Shop is a fly fishing retail, travel, and adventure company offering a comprehensive suite of services. The core offering consists of an e-commerce catalog platform (Shop Online) for purchasing fly fishing tackle and equipment, complemented by experiential services including Fly Fishing Travel (international and domestic trip planning), Northern California Guide Service, Private Waters access, Fly Fishing Schools, and FishCamp™ (award-winning summer camps). Additional services include a Stream Report providing fishing condition updates and Publications. The company operates primarily as a service-oriented business rather than a software platform, with products sourced from major manufacturers like Patagonia, Simms, Abel Reels, and Scientific Anglers.

Differentiator

Problem solved

Functional benefit

Brands

• FishCamp™: Award-winning summer camps for kids aged 10-15 or families, teaching fly fishing in an outdoor campus setting.
• Northern California Guide Service
• International School of Fly Fishing

Products and services

• Shop Online (The Fly Shop Catalog) Online and catalog retail offering fly fishing tackle, signature equipment made by and for The Fly Shop, and products from top fly fishing manufacturers for individual anglers.
• Fly Fishing Travel Travel planning service that guides anglers to domestic and international fresh and saltwater fly fishing destinations, using the company's nearly half-century of travel experience and staff's collective international fishing travel experience.
• Northern California Guide Service Professional fly fishing guide service for Northern California waters, with guides sharing information daily and providing guided fishing experiences for anglers.
• Private Waters Access service for Northern California private fisheries near Redding, focused on catch-and-release angling in very private fisheries.
• Fly Fishing Schools Instructional programs teaching casting techniques, how to locate fish, fly selection, and practical skills needed for successful fly fishing.
• FishCamp™ Award-winning summer camp programs for young boys and girls aged 10-15 or children with their families to learn, master, and enjoy fly fishing in an outdoor campus setting.

Quantifiable outcome

• 45+ years in business with growing customer base
• +2 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core and minor.

• Global RescuecoreStrategic or Co-development PartnerTravel safety partner recommended to all anglers booking trips. Provides travel insurance and emergency services for travelers going on fishing adventures worldwide. The Fly Shop strongly recommends Global Rescue membership for all anglers to ensure safe and protected travel experiences.
• Trout UnlimitedminorOthersConservation organization with 300,000+ supporters that conserves, protects, restores, and sustains coldwater fisheries for future generations. Listed as a conservation partner in Favorite Links section.
• California TroutminorOthersNonprofit dedicated to protecting, preserving, and restoring wild trout, native steelhead, and their waters throughout California. Partnered in conservation efforts benefiting protected streams and wild fish populations.
• The Conservation AnglerminorOthersAdvocates for wild fish and fisheries, protecting and conserving wild steelhead, salmon, trout and char throughout their Pacific range using legal, administrative and political means.
• Wild Salmon CenterminorOthersFocuses on identifying, studying and preserving the remaining wild salmon habitat throughout the North Pacific. Listed as conservation partner.
• Damsel Fly FishingminorOthersCompany founded by Kara Tripp that inspires, equips, and educates women fly fishers. Listed in Favorite Links as partner manufacturer.
• Abel ReelscoreTechnology or IntegrationPremium fly reel manufacturer. All Abel products are 100% hand-crafted in Camarillo, California factory. Featured in shop merchandise and gift card promotions (SF Giants collaboration).
• Scientific AnglerscoreTechnology or IntegrationLeading fly fishing line and tackle brand. Listed as driving force behind fly fishing industry. Featured products include Clear Tip Trout Fly Line and Magnitude Textured Infinity Clear Float.
• PatagoniacoreTechnology or IntegrationPremium outdoor apparel and gear. Products sold include Traverse Zippered Waders, travel luggage, and apparel. Featured in gear reviews.
• Simms FishingcoreTechnology or IntegrationInnovative fly fishing products - functional, stream tested with advanced materials and technologies. Products include G4 Series waders and gear.
• Fishpond USAcoreTechnology or IntegrationInnovative fly fishing storage and accessory products. Products include Stormshadow Rolling Carry-On, Thunderhead Sling Pack, Thunderhead Backpack. Featured in gear reviews.
• Ross ReelscoreTechnology or IntegrationPremium fly reel manufacturer with more industry 'Awards in Excellence' than any other fly tackle manufacturer. Products include Colorado Fly Reel. Featured in gear reviews.
• Sage RodscoreTechnology or IntegrationFounded in 1980 by Don Green, building world's finest performance fly fishing equipment using innovative materials and experience from Fenwick and Grizzly rod companies.
• Scott Fly RodscoreTechnology or IntegrationRecognized worldwide as leader in innovative, high performance fly fishing rods. Featured products include Scott Centric 905/4.
• Hatch OutdoorscoreTechnology or IntegrationPremium fly fishing reels and accessories machined in Vista, CA. Products include Hatch Iconic Fly Reel.
• R.L. Winston RodscoreTechnology or IntegrationSmall company dedicated to building beautiful fly rods by hand in Montana. Premium craftsmanship.
• Umpqua Feather MerchantscoreChannel Partner/ Reseller/ DistributorRevolutionized fly fishing industry in early 70s, particularly regarding flies. Staff member Zack Thurman has commercial fly tying patterns distributed by Umpqua.
• Hareline DubbincoreChannel Partner/ Reseller/ DistributorManufactures and distributes some of world's finest fly tying materials. Products sold through all major fly shops worldwide.
• Galvan Fly ReelscoreTechnology or IntegrationSince 1994, developed loyal following with uniquely designed, full-featured series of reels. Products featured in retail catalog.
• Skwala FishingcoreTechnology or IntegrationTechnical fishing apparel including Thermo 350 Hoody reviewed and recommended by staff. Products featured in gear reviews.
• Nautilus ReelscoreTechnology or IntegrationAccelerated advancements in reel technology, light years ahead of industry standard. Products featured in retail catalog.
• Loon OutdoorscoreTechnology or IntegrationEnvironmentally friendly fly fishing and fly-tying products including UV Flow finish and喷剂. Products featured in tying guides.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Orvis: Orvis is the most direct competitor — a multi-decade fly fishing outfitter combining retail catalog, fly fishing schools, endorsed guide services, international trip booking, and private water/lodge access, mirroring The Fly Shop's full-stack model at larger scale.
• Front Range Anglers: Front Range Anglers is a Colorado-based fly shop combining retail, guided trips, schools, and travel, structurally comparable to The Fly Shop and competing for the same experiential fly fishing customer.
• The Caddis Fly Angling Shop: A long-running specialty fly fishing retailer and travel outfitter offering guided trips, schools, and retail in Colorado; directly comparable to The Fly Shop in product mix and customer profile.

Broad incumbents

• Bass Pro Shops / Cabela's: Bass Pro Shops owns Cabela's and is the dominant broad outdoor retailer; it carries fly fishing tackle, apparel, and lodges/trips as part of a much wider sporting goods portfolio, competing with The Fly Shop on retail but not on fly-fishing specialization.
• Patagonia: Patagonia is both a key supplier to The Fly Shop and a broader incumbent that sells fly fishing apparel, waders, and outerwear directly to consumers as part of a global outdoor lifestyle brand, competing for apparel and wader dollars.
• Simms Fishing Products: Simms is a premier fly fishing apparel and gear brand and a core supplier to The Fly Shop; as a brand-direct retailer it competes for waders, jackets, and accessories share that The Fly Shop also sells.
• Sage Rods: Sage is a leading performance fly rod manufacturer and key partner; as a brand-direct channel for high-end rods, it competes with The Fly Shop on premium tackle sales for serious anglers.

Regional players

• Blue Ribbon Flies: West Yellowstone-based fly shop offering retail, guide service, and lodging-style travel to anglers targeting Montana waters; a regional analog of The Fly Shop's Northern California guide and travel model.
• Montana Angler: Bozeman, MT fly shop combining retail, guided trips, schools, and hosted travel; operates in a different geography but offers the same integrated retail-plus-experiences proposition as The Fly Shop.

Emerging players

• Trident Fly Fishing: Online-first fly fishing retailer with a content-driven model and travel/guided trip offerings; overlaps with The Fly Shop's e-commerce catalog and digital marketing, though without a comparable physical retail anchor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/TheFlyShopTFS
• Facebookfacebook.com/TheFlyShopTFS
• LinkedInlinkedin.com/company/the-fly-shop

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Fly Shop