Fish Partner

What Fish Partner does

Fish Partner ehf is a privately held Icelandic fly fishing outfitter, licensed travel agency, and tour operator headquartered in Reykjavík. Founded in 2013, the company serves international and domestic fly fishing anglers seeking premium experiences targeting Atlantic salmon, sea-run brown trout, brown trout, and Arctic char across Iceland's rivers and lakes. Its operational footprint includes five lodges (Battle Hill Lodge, Long Valley Lodge, Highland Fishing Lodge, Blanda Lodge, and Svartá Lodge) and exclusive or leased access to premier fisheries, including the ION beats on Lake Thingvallavatn, the Blanda River, the Svartá River, and Vatnamót, with rod counts structurally capped by Icelandic fishing rights (e.g., 15 rods on Blanda, 4 rods on Svartá).

The company's core offering is a portfolio of multi-day package tours ranging from rugged DIY highland adventures to luxury all-inclusive guided experiences, supplemented by single-day tours, an online license store, and a recurring Members Club providing annual unlimited access to 14 lakes for 6,000 ISK. Pricing is package-based, with a 50% deposit required to secure bookings and final payment due 60 days before service delivery; gift cards ranging from $50 to $10,000 support gifting and partial-payment workflows. Co-owner Sindri Hlíðar Jónsson leads the business, which appears to operate as a founder/owner-operator model with no disclosed institutional funding.

The go-to-market is direct-to-consumer, combining an e-commerce website, content marketing (blog, season reports, educational guides), organic social (Instagram, Facebook), and active participation in fly fishing trade shows across North America and Europe. Distribution also leverages an Orvis-endorsed partnership for credibility within the enthusiast community. The business is seasonal by nature (Iceland summer fishing window) and geographically concentrated in a single country, with international customer acquisition being the primary growth vector.

Name

Fish Partner

Legal name

Fish Partner ehf

Website

https://fishpartner.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Fish Partner is an Icelandic fly fishing outfitter operating five lodges and exclusive fishery leases, offering guided and DIY packages for salmon, trout, and Arctic char to international anglers. Founded in 2013 and headquartered in Reykjavík.

Ownership category

akta.pro rank

Product category

Fly Fishing Tourism & Outdoor Recreation

NAICS

Scenic and Sightseeing Transportation, Water (48721), Fishing (11411)

akta.pro primary industry

Fishing Charters & Angling Experiences (Deep Sea, Sportfishing, Fly Fishing) (THAJAJAC)

akta.pro secondary industries

Fishing & Angling Charters / Guides (THAAALAD), Hunting & Fishing Lodges (Sporting Lodges) (THAGAIAJ)

Keywords

• Fly fishing tourism
• Guided fishing trips
• Fishing lodge accommodations
• Salmon and trout fishing
• Angling package tours

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fishing Package Tours: Multi-day guided and self-guided fishing trips including lodging, meals, and guided fishing experiences at various lodge locations across Iceland.
2. Day Tours: Single-day fishing excursions with or without guide services.
3. Fishing Licenses: Sale of fishing licenses for various fishing spots around Iceland through their online store.
4. Members Club: Annual membership providing unlimited fishing access to 14 lakes around Iceland, priced at 6000 ISK annually.
5. Gift Cards: Gift cards ranging from $50 to $10,000 available through their online store.
6. Deposits and Booking Fees: 50% deposit required per rod/package to secure reservations, with full payment due 60 days prior to service delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Fish Partner is a fly fishing outfitter, licensed travel agency, and tour operator that sells guided and DIY angling experiences in Iceland. Its core offering consists of multi-day package tours and single-day tours built around exclusive leases on major Icelandic salmon, sea trout, brown trout, and Arctic char fisheries, bundled with lodging at its own lodges, meals, permits, and local guide services. The company also sells fishing licenses through its online store, operates an annual Members Club, and issues gift cards.

Product overview

Fish Partner is a fly fishing outfitter, licensed travel agency, and tour operator offering world-class angling experiences across Iceland. The company operates multiple fishing lodges (Battle Hill Lodge, Long Valley Lodge, Highland Fishing Lodge, Blanda Lodge, Svartá Lodge) and offers package tours ranging from 5-day highland adventures to luxury all-inclusive experiences. Services include guided and DIY fishing trips for Atlantic salmon, sea-run brown trout, brown trout, and Arctic char across Iceland's rivers and lakes. The product portfolio is structured as a unified service platform combining lodging, guided access to exclusive fisheries, fishing licenses, and travel arrangements, supplemented by a Members Club membership (6000 ISK annually) providing access to 14 lakes, and retail gift cards available from $50 to $10,000.

Differentiator

Problem solved

Functional benefit

Brands

• Fish Partner Members Club: Membership club offering unlimited access to multiple fishing locations around Iceland with discounts; annual membership fee of 6000 ISK (approximately $46 or 40 EUR).

Products and services

• Battle Hill Lodge – Sea Run Brown Trout Package Multi-day guided package offering world-class sea-run brown trout fishing across the Vatnamót, Geirlandsá and Fossálar rivers, with lodging at Battle Hill Lodge.
• Long Valley Lodge Package Multi-day trout and salmon fishing package out of the modern Long Valley Lodge, with access to the Blanda River and surrounding waters.
• Highland Lodge – Trout & Char Package Five-day guided fishing trip in the Icelandic Highlands targeting brown trout and Arctic char, based at Highland Fishing Lodge with access to the Kaldakvísl and Tungnaá rivers.
• Trophy Trout Adventure Package Fishing package focused on Lake Thingvallavatn targeting large brown trout and Arctic char.
• Highland River Fishing Package Multi-day fishing adventure targeting Arctic char and brown trout in the interior landscapes of the Icelandic Highlands.
• Lake Thingvallavatn – Full Service (ION beats) Five-day full-service guided trip fishing the famed Lake Thingvallavatn for giant brown trout and big Arctic char, including exclusive ION beats.
• Day Tours Single-day fishing excursions targeting trout, char, sea trout, and salmon, available as guided or DIY experiences.
• FP Members Club Annual subscription membership providing unlimited fishing access to 14 lakes around Iceland plus discounts and special offers on trips and services.
• Gift Cards Gift cards redeemable against fishing licenses, trips, and online store purchases at Fish Partner, available in denominations from $50 to $10,000.
• Blanda Lodge Full-service lodge on the Blanda River featuring 12 double en-suite rooms, deck, hot tub, sauna, and international cuisine, used as the base for salmon fishing guests.
• Svartá Lodge Self-catering lodge in the Svartidalur Valley with jacuzzi and river views, accommodating up to 4 rods on the exclusive Svartá River.
• Battle Hill Lodge Comfortable fishing lodge operating sea-run brown trout fisheries across multiple rivers including Vatnamót, Geirlandsá, and Fossálar.
• Highland Fishing Lodge Remote lodge in the Icelandic Highlands providing access to the Kaldakvísl and Tungnaá rivers for brown trout and Arctic char fishing.
• Long Valley Lodge Modern luxury fishing lodge offering access to the Blanda River and surrounding rivers for Atlantic salmon, Arctic char, and brown trout.
• Salmon Fishing Atlantic salmon fishing experiences on Icelandic rivers including the Blanda and Svartá, conducted under a catch-and-release policy.
• Sea Trout Fishing Sea-run brown trout fishing experiences on Icelandic coastal rivers targeting migratory trout species.
• Trout & Char Fishing Brown trout and Arctic char fishing across highland lakes and rivers throughout Iceland.

Quantifiable outcome

• 206 sea trout landed in final week of 2025 season at Battle Hill Lodge
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• LaxfiskarminorStrategic or Co-development PartnerCollaborative partnership with Laxfiskar biologists for sea trout tagging research in the Skaftá watershed (Battle Hill Fisheries). The project aims to study sea trout migration and population dynamics in collaboration with research scientists.
• Blanda and Svartá Fishing AssociationcoreStrategic or Co-development PartnerSignificant agreement approved at association meeting where Fish Partner took over operations of one of the largest fisheries in the country. Fish Partner now operates the Blanda and Svartá fisheries as fly fishing operations.
• Eiður KristjánssonminorGTM or Marketing PartnerCollaboration for giveaways featuring handmade Icelandic leather fly wallets filled with flies tied by Eiður Kristjánsson, promoting both Fish Partner and the artisan's products to the fishing community.
• OrvisminorGTM or Marketing PartnerOrvis-endorsed fly-fishing gear provider. Fish Partner displays Orvis branding and is positioned as part of the Orvis partner network for fishing equipment and customer referrals.
• Glenda PowellminorGTM or Marketing PartnerWorld-renowned fly-casting instructor with nearly 30 years of experience joined the Fish Partner team at Long Valley Lodge for the 2025 season, teaching anglers on the mighty Blanda River.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Others

• Angling Direct: UK fishing tackle retailer serving fly fishing consumers. Adjacent ecosystem player rather than direct competitor — shares the fly fishing customer demographic but operates a retail rather than outfitter model.

Direct peers

• The Tailwaters: Boutique fly fishing travel company offering guided trips to premier trout and salmon destinations globally. Comparable in offering curated, high-touch international fly fishing packages to discerning anglers.
• World Cast Anglers: US-based fly fishing travel outfitter booking guided trips to salmon and trout destinations worldwide. Similar high-end guided-trip curation model targeting international traveling anglers.
• Yellow Dog Flyfishing Adventures: Long-running US-based fly fishing travel agency curating guided trips and lodge stays worldwide, including Iceland. Comparable business model of packaging premium fly fishing experiences for international anglers through destination partnerships.
• Sportfish (Sportfish Game Fishing Centre): UK-based fly fishing travel agency and tackle retailer booking guided trips to salmon and trout destinations including Iceland. Comparable role as an angler-facing travel agency packaging international fly fishing holidays.
• Frontiers International Travel: Specialist travel agency for sporting and fishing destinations worldwide, including Iceland and salmon-focused itineraries. Closely matches Fish Partner's licensed travel agency role booking multi-day guided fishing packages for international clientele.
• The Fly Shop (The Fly Shop Travel): California-based fly fishing outfitter that operates its own lodges (e.g., Alaskan lodges) and curates destination travel packages globally. Directly comparable vertically integrated model combining retail, travel agency, and lodge operations.

Broad incumbents

• Orvis: Heritage fly fishing brand and retailer that also runs Orvis-endorsed trips and partner referrals, including Iceland itineraries. Comparable as a brand and booking channel in the international fly fishing travel ecosystem — Fish Partner is itself Orvis-endorsed.

Regional players

• Alaska Rainbow Lodge: Remote Alaska fly-in fishing lodge offering multi-day guided salmon and trout packages. Comparable vertically integrated lodge + guided experience model, though serving a different (North American) geography than Fish Partner's Icelandic footprint.
• Estancia de los Rio (Patagonia / South America lodges): Multi-lodge fly fishing outfitter operating in Patagonia. Similar multi-lodge, multi-river operating model and trophy-trout positioning, serving a different geographic region than Iceland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fishpartnericeland
• Instagraminstagram.com/fishpartner
• LinkedInlinkedin.com/company/fishpartner

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Fish Partner