The Fishin' Hole

What The Fishin' Hole does

The Fishin' Hole is a privately held Canadian specialty retailer of fishing gear and outdoor accessories, founded in 1974 and headquartered in Calgary, Alberta. The company operates five physical retail locations across Western Canada (West Edmonton, South Edmonton, Calgary, Saskatoon, and Winnipeg) alongside a national e-commerce storefront at thefishinhole.com, which offers free standard shipping on orders over $99 CAD. It sells a comprehensive product portfolio covering fishing rods, reels, and pre-matched combos; general tackle (lures, line, terminal tackle, bait); marine electronics (fish finders, trolling motors, downriggers, GPS); fly fishing equipment (lines, tying materials, vises, pontoon boats); ice fishing gear (augers, shelters, lures); fishing apparel (waders, boots, rainwear, floatation gear); and outdoor accessories (knives, cookers, books, optics), stocking 30+ brands including Shimano, Daiwa, Garmin, G.loomis, St. Croix, Ugly Stik, Abu Garcia, Penn, and Zebco.

The company's go-to-market is direct-to-consumer across both physical retail and e-commerce, with a horizontal segmentation approach targeting Canadian recreational and sport anglers of all experience levels. Pricing varies materially by category, from approximately $19.95 for basic spincast reels to over $1,200 for premium spinning reels and nearly $1,900 for premium fly rods, with combos typically $37.95 to $150. Customer acquisition is supported by a multi-channel marketing program comprising a 500+-post editorial blog (Fishing Articles and Tips and Facts categories), a YouTube channel, an email newsletter, a fishing events calendar, a dedicated fishing reports portal, and free seasonal PDF catalogs.

The business is founder- or family-owned, with no disclosed external investment, private equity backing, or public market participation. The company is actively operating as a going concern, with the most recent documented operational change being a 2023 website platform migration. Revenue is not publicly disclosed; no management team, patents, trademarks, regulatory actions, mergers and acquisitions, or partnerships are recorded in the available materials. Customer service operates via a 1-800 number, and operating geographies are restricted to Canada, with the United States and other international markets explicitly not served.

Name

The Fishin' Hole

Legal name

The Fishin' Hole

Website

https://thefishinhole.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

The Fishin' Hole is a privately held Canadian specialty fishing retailer operating 5 physical stores across Western Canada and a national e-commerce platform, serving recreational anglers with rods, reels, tackle, marine electronics, fly and ice fishing gear, apparel, and outdoor accessories from 30+ major brands.

Ownership category

akta.pro rank

Product category

Fishing Equipment Retail

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro industry

PRIMARYCRAMALAA

General Fishing Tackle & Bait Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMABAL

Fishing & Tackle Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

SECONDARYCRAMALAJ

Lures, Flies & Terminal Tackle Specialty Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAL

Waders, Apparel & Footwear for Fishing Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAE

Ice Fishing Specialty Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAM

Boat Fishing Accessories & Rigging Retail (Downriggers, Trolling, Rod Holders)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

Keywords

• Fishing gear retail
• Outdoor sporting goods
• Fishing tackle supplies
• Marine electronics retail
• Fly fishing equipment

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Fishing Equipment and Tackle Retail: Revenue generated from selling fishing gear, rods, reels, tackle, marine electronics, fly fishing equipment, outdoor accessories, and fishing apparel through both physical retail stores and e-commerce platform.
2. Gift Cards: The company sells gift cards which are redeemable online and in-store, providing an additional revenue stream and customer acquisition mechanism.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The Fishin' Hole is a Canadian fishing retailer that sells fishing rods, reels, combos, tackle, marine electronics, fly fishing equipment, ice fishing gear, fishing apparel, and outdoor accessories through five physical store locations in Western Canada and a national e-commerce storefront. The company carries more than 30 major brands including Shimano, Daiwa, G.loomis, St. Croix, Garmin, Penn, Abu Garcia, Quantum, and Ugly Stik, and serves anglers of all experience levels across open water, fly, trolling, and ice fishing disciplines. The retail operation is supported by gift cards, a fishing blog, a YouTube channel, a community events calendar, and free standard shipping on orders over $99 CAD.

Product overview

The Fishin' Hole is a Canadian fishing retail chain operating both e-commerce and five physical store locations (West Edmonton, South Edmonton, Calgary, Saskatoon, and Winnipeg). The business offers a comprehensive, unified product portfolio centered on fishing gear and outdoor recreation equipment. The core offering spans fishing reels (baitcast, fly, spinning, heavy action, spincast), fishing rods (telescopic, spinning, baitcast, fly, pack), and pre-matched fishing combos as the primary product lines. These are complemented by tackle (lures, lines, terminal tackle, bait), marine electronics (fish finders, trolling motors, downriggers), fly fishing equipment (lines, tying materials, boats), ice fishing gear (augers, shelters, lures), fishing apparel (waders, boots, rainwear), and outdoor accessories (knives, cooking equipment, tools). The product portfolio includes over 30 major brands such as Shimano, Daiwa, Quantum, Abu Garcia, Penn, Zebco, G.loomis, St. Croix, Ugly Stik, and Garmin. The company also runs periodic promotional sales, notably the National Fishing Week Sale featuring discounted merchandise across all categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Fishing Reels High-performance fishing reels including baitcast, fly, spinning, heavy action, and spincast reels from brands such as Shimano, Daiwa, Quantum, Abu Garcia, Penn, and Zebco, ranging from approximately $19.95 for basic spincast reels to over $1,200 for premium spinning reels. Targeted at Canadian anglers seeking reel replacements or upgrades across multiple fishing techniques.
• Fishing Rods Fishing rods including telescopic, heavy action, spinning, baitcast, spincast, pack, and fly rods from brands such as G.loomis, St. Croix, Ugly Stik, Daiwa, Fenwick, and Shimano, ranging from under $50 to nearly $1,900 for premium fly rods. Targeted at anglers needing rods across diverse techniques and species.
• Fishing Combos Pre-matched rod and reel combinations including spinning combos, fly combos, spincast combos, baitcast combos, pack combos, and west coast combos, ranging from approximately $37.95 to $150. Targeted at beginners and anglers seeking matched setups without buying rod and reel separately.
• Tackle General fishing tackle including trolling gear, floats and bobbers, fishing line (monofilament, braided, super, steel), lures (spinners, spoons, plugs, jigs, saltwater, rigs, components, bulk), storage solutions (tackle boxes, tubes, cases), terminal tackle, fishing nets, and bait. Targeted at anglers needing consumables and accessories to complement rods and reels.
• Marine Electronics Marine electronics including fish finders, sonar systems, electric trolling motors, downriggers, underwater cameras, GPS accessories, and related mounts and accessories. Targeted at boat anglers and serious sport fishermen requiring electronics for locating fish and navigating waters.
• Fly Fishing Equipment Complete fly fishing equipment including fly lines, fly boxes, fly tying materials (hooks, fur, hair, beads, synthetics, feathers, capes, hackle), vises, fly spools, leaders, tippet, flies, and personal fishing boats (pontoon boats, float tubes). Targeted at fly fishing enthusiasts pursuing trout, salmon, and other species on rivers and lakes.
• Ice Fishing Equipment Winter ice fishing equipment including ice fishing lures, shelters and sleds, ice augers, and ice fishing rods, reels, and combos. Targeted at Canadian winter anglers pursuing species such as walleye, perch, and pike through frozen lakes.
• Fishing Apparel Fishing-specific clothing and gear including waders, outdoor wear, wading boots, gloves, sunglasses, hats, winter ice gear, rainwear, floatation gear, shirts, and wading accessories. Targeted at anglers needing protective and specialized clothing for varied weather and water conditions.
• Outdoor Accessories Outdoor recreation accessories including knives, fish and meat seasonings, meat smokers and cookers, fishing books and videos, fishing maps, giftware, hand tools and pliers, bug repellents, camp accessories, and flashlights and optics. Targeted at anglers and outdoor enthusiasts seeking complementary gear for fishing trips and outdoor cooking.
• Gift Cards Gift cards redeemable both online at thefishinhole.com and in-store across the five retail locations, serving as a customer acquisition mechanism and additional revenue stream. Targeted at consumers purchasing gifts for fishing enthusiast friends and family.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Cabela's Canada: Cabela's is a North American outdoor and fishing retailer with significant Canadian presence, offering a very similar assortment of rods, reels, tackle, marine electronics, and apparel. It is the most directly comparable specialty competitor to The Fishin' Hole's niche.
• Bass Pro Shops: Bass Pro Shops operates as a leading outdoor and fishing specialty retailer with stores in Canada. It competes in the same premium fishing gear, marine electronics, and apparel categories that anchor The Fishin' Hole's offering.
• L.L.Bean: L.L.Bean is an outdoor recreation retailer with a meaningful fishing assortment including rods, reels, fly fishing gear, and apparel. It is comparable to The Fishin' Hole on category mix and customer profile, though primarily US-based.
• Orvis: Orvis is a specialty fly fishing and outdoor retailer with deep assortments in fly rods, fly tying, waders, and apparel. It is highly comparable on the fly fishing and premium apparel portion of The Fishin' Hole's catalog.
• Sail Outdoors: Sail is a Canadian outdoor and sporting goods retailer with strong fishing category coverage in Quebec and across Canada. It competes head-to-head with The Fishin' Hole on fishing gear, apparel, and outdoor accessories.

Broad incumbents

• Sport Chek: Sport Chek is Canada's largest sporting goods retailer, carrying fishing rods, reels, tackle, and marine electronics as part of a broader assortment. It is a broad incumbent competitor rather than a pure fishing specialist.
• Canadian Tire: Canadian Tire operates a national Canadian retail footprint with fishing tackle, rods, reels, and outdoor equipment as a sub-category within its broader assortment. It is a broad incumbent rather than a specialist.

Regional players

• Mountain Equipment Company (MEC): MEC is a Canadian outdoor co-operative retailer carrying a curated fishing and outdoor assortment. It is comparable as a Canadian outdoor specialist, though fishing is a smaller category relative to its core mountaineering focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/thefishinholecom
• Xx.com/thefishinholeca
• Facebookfacebook.com/TheFishinHoleCanada
• LinkedInlinkedin.com/company/the-fishin-hole

Revenue estimate

Valuation estimate

Number of profiles

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 Fishin' Hole