FishPal
FishPal is a UK-based online marketplace that lets recreational anglers discover, compare, and book salmon, trout, and grayling fishing permits across the UK, Ireland, and international destinations, earning transaction fees on bookings facilitated for hundreds of fishery owners.
- Company typePrivate
- Founded2003
- HeadquartersBury Saint Edmunds, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What FishPal does
FishPal is a UK-based online marketplace, established in 2003 and operated by SpeedyBooker (a commercial division of Redburn Innovations Ltd.), that lets anglers discover, compare, and book fishing permits for Atlantic salmon, sea trout, brown trout, and grayling across hundreds of beats in Scotland, England, Wales, Northern Ireland, Ireland, and international destinations including Alaska, Iceland, Norway, and Canada. The platform integrates permit booking with real-time river level monitoring, weather data, recent catch reports, historical river reports, email availability alerts, and a gift voucher module, all delivered through an 8-language, 14-currency responsive web application optimized for organic search across regional landing pages.
The company makes money primarily by taking a transaction fee on each permit booked through the platform, with secondary revenue from gift voucher sales; fishery owners list their beats and pay no disclosed subscription, and anglers transact directly via the self-serve website. Distribution is digital-first: SEO-driven regional pages, an editorial blog (The FishPal Journal), email alerts and newsletters, voucher gifting, and direct website booking form the full customer acquisition funnel. In 2025 FishPal merged with Norway-headquartered Elveguiden to create Europe's largest fishing booking platform, combining 100,000+ registered anglers, 80,000 annual bookings, and 15 million platform visits, and in June 2026 the combined group acquired Clubmate to extend into adjacent fishery management software.
FishPal firmographics
Firmographics- Name
- FishPal
- Legal name
- FishPal (operated by SpeedyBooker, part of Redburn Innovations Ltd.)
- Website
- https://fishpal.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FishPal is a UK-based online marketplace that lets recreational anglers discover, compare, and book salmon, trout, and grayling fishing permits across the UK, Ireland, and international destinations, earning transaction fees on bookings facilitated for hundreds of fishery owners.
- Ownership category
- akta.pro rank
FishPal industry classification
Industry- Product category
- Recreational Fishing Marketplace
- akta.pro primary industry
- Fishing & Angling Charters / Guides (THAAALAD)
Keywords
Where FishPal is headquartered
LocationHeadquarters
- HQ city
- Bury Saint Edmunds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
FishPal business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Fishing permit transaction fees: FishPal earns commission on each fishing permit booking made through its platform. Fishery owners list their permits and beats on FishPal, and anglers pay to book them, with FishPal taking a transaction fee.
- Voucher sales: Sale of fishing gift vouchers and gift cards that can be redeemed for permits on the platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Per-booking transaction model with varying permit prices |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
FishPal product offering
Product offeringCore offering
FishPal operates an online marketplace where anglers can discover, compare, and book fishing permits (salmon, trout, grayling) across hundreds of beats in Scotland, England, Wales, Northern Ireland, Ireland, and international destinations including Norway, Iceland, Alaska, and Canada. The platform also provides real-time river level data, weather information, recent catch reports, daily email alerts, and gift vouchers to support the angling experience end-to-end.
Product overview
FishPal is a single unified online platform for booking fishing permits and managing the fishing experience. The core product is the FishPal Platform which provides permit booking, while additional features include River Reports, Catch Reports, River Levels monitoring, Email Alerts for availability, and FishPal Vouchers for gifting. The platform operates across multiple regions including Scotland, England, Ireland, Wales, and international destinations like Norway, Iceland, Alaska, and Canada.
Differentiator
Problem solved
Functional benefit
Products and services
- FishPal Fishing Permit Booking Platform Online marketplace service that lets individual anglers search, compare, and book fishing permits for Atlantic salmon, sea trout, brown trout, and grayling across hundreds of beats in Scotland, England, Wales, Northern Ireland, Ireland, Norway, Scandinavia, Iceland, Alaska, and Canada. Includes beat-level availability, booking administration, and customer account features.
- FishPal Vouchers Standalone gift voucher and gift card product that can be purchased and redeemed by anglers for fishing permits on the FishPal platform.
- Elveguiden (Merged Fishing Booking Platform) Fishing booking and management platform serving Norway and Scandinavia, now operating as a wholly-owned brand within the combined FishPal/Elveguiden group, expanding permit coverage into Scandinavian rivers.
Quantifiable outcome
- Serves over 100,000 registered anglers with 80,000 annual bookings and 15 million platform visits
Companies that use FishPal
Customer profileSegments3 records
Ideal customer profiles3 records
FishPal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FishPal partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and minor.
- ElveguidenflagshipFishPal and Elveguiden, Europe's two largest fishing booking and management platforms, announced a merger to join forces. The combined entity serves over 100,000 registered anglers, facilitates 80,000 fishing bookings annually, and receives 15 million visits across platforms. The merger unites expertise and reach across Norway, UK, Ireland, and Scandinavia, creating the leading platform for anglers across Europe.
- Atlantic Salmon TrustminorAtlantic Salmon Trust is listed as a Supporter of FishPal. The Trust works to protect and conserve Atlantic salmon and sea trout populations.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
FishPal competitors and assessment
Company assessmentBroad incumbents
- Tripadvisor Experiences: Tripadvisor Experiences is a broader activities and tours marketplace that lists fishing experiences alongside other outdoor activities, sitting in the same demand-intent category as FishPal but at a much larger scale.
- GetYourGuide: GetYourGuide is one of the largest global marketplaces for tours and outdoor experiences, offering fishing among many activity categories - a broad incumbent that competes for the same angler wallet share.
- Airbnb Experiences: Airbnb Experiences is Airbnb's curated marketplace for hosted activities, including fishing trips; it is a broad incumbent that benefits from Airbnb's massive travel demand and could displace niche fishing platforms.
- Viator: Viator is a global tours, activities, and experiences marketplace owned by Tripadvisor; it offers fishing experiences alongside many other activities and represents a broader incumbent that could encroach on FishPal's niche.
Direct peers
- FishingBooker: FishingBooker is a global online marketplace for booking guided fishing trips and charters - the closest direct competitor to FishPal, with a similar take-rate commission model applied to fishing experiences rather than permits.
- BookFishing: BookFishing is a UK-based fishing permit booking platform directly overlapping FishPal's core salmon/trout/grayling permit marketplace across UK waters.
- Elveguiden: Elveguiden was Norway's leading fishing booking and management platform before merging with FishPal in 2025; functionally and economically identical to FishPal in the Scandinavian market and the basis for the combined entity.
- FishDonkey: FishDonkey is a US-focused fishing booking platform connecting anglers with guides and charter operators, sharing FishPal's marketplace intermediation model but focused on North American species and waters.
Emerging players
- Boatsetter: Boatsetter is a peer-to-peer boat rental marketplace with a meaningful fishing segment; it overlaps with FishPal on boat-access-driven fishing experiences and represents an emerging competitive angle.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
FishPal social profiles
Digital presenceFishPal financial estimates
Financial estimateRevenue estimate
Valuation estimate
FishPal leadership team
Management profileNumber of profiles
FishPal subsidiaries and ownership
Company hierarchySubsidiaries1 record
FishPal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FishPal M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FishPal
What does FishPal do?
FishPal operates an online marketplace where anglers can discover, compare, and book fishing permits (salmon, trout, grayling) across hundreds of beats in Scotland, England, Wales, Northern Ireland, Ireland, and international destinations including Norway, Iceland, Alaska, and Canada. The platform also provides real-time river level data, weather information, recent catch reports, daily email alerts, and gift vouchers to support the angling experience end-to-end.
Is FishPal a public or private company?
FishPal is a private company. It is classified as corporate owned and is currently operating.
When was FishPal founded?
FishPal was founded in 2003. It employs 11 to 50 people.
Where is FishPal based?
FishPal is headquartered in Bury Saint Edmunds, United Kingdom, in the Europe region.
How does FishPal make money?
Two revenue lines are on record. Fishing permit transaction fees are the primary driver. The others are voucher sales.
Who are FishPal's main competitors?
Broad incumbents on record are Tripadvisor Experiences, GetYourGuide, Airbnb Experiences and Viator. Direct peers are FishingBooker, BookFishing, Elveguiden and FishDonkey. Boatsetter is listed as an emerging player.
Does FishPal have an API?
No public API is recorded for FishPal.
What industry is FishPal in?
FishPal's product category is Recreational Fishing Marketplace. Its primary akta.pro industry code is THAAALAD, Fishing & Angling Charters / Guides.