What Angling Active Ltd does

Angling Active Ltd is a UK-based independent specialty retailer of fishing tackle, founded in 1999 and headquartered in Stirling, Scotland. The company serves individual anglers across the United Kingdom through a dual-channel model: a 7,000 sq ft physical showroom and warehouse facility at the Agricultural Centre in Stirling, and an e-commerce platform at anglingactive.co.uk shipping nationwide with same-day dispatch for orders placed before 2pm. Its product catalog spans over 30,000 SKUs across all major angling disciplines, including game fishing (fly and spinning), predator fishing (pike and perch), coarse and carp fishing, sea fishing, and fly tying, sourced from approximately 150+ brands such as Sage, Hardy, Shimano, Daiwa, RIO, Simms, and Patagonia. Supporting categories include technical fishing clothing, luggage, and outdoor equipment.

The business operates on a direct-to-consumer B2C retail model with one-time product purchases (no subscription or membership tier disclosed), with unit prices ranging from sub-£1 consumables (e.g., Pear Sinkers at £0.50) to premium equipment (e.g., Sage Power R8 Fly Rod at £1,099.99). Core technology is a live stock control system providing real-time inventory visibility that supports confident purchasing decisions and fast fulfillment. The value proposition emphasizes specialist staff expertise available both in-store and via phone (01786 430400), a 90-day returns policy, one-year warranty support, and 4.9-star customer ratings on Reviews.co.uk. The company is privately held, founder-owned, registered as a private limited company in Scotland, and operates with a lean team of 6 employees.

Name

Angling Active Ltd

Legal name

Angling Active Ltd

Website

https://anglingactive.co.uk

Company type

Private

Founded year

1999

Operating status

Operating

Short description

Angling Active Ltd is an independent UK fishing tackle retailer founded in 1999, operating a 7,000 sq ft showroom in Stirling and a nationwide e-commerce platform serving individual anglers with 30,000+ products across all major angling disciplines.

Ownership category

akta.pro rank

Product category

Fishing Tackle Retail

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

General Fishing Tackle & Bait Retail (CRAMALAA)

akta.pro secondary industries

Fly Fishing Specialty Retail (CRAMALAD), Freshwater Fishing Specialty Retail (CRAMALAB), Fishing & Tackle Retail (CRAMABAL)

Keywords

• Fishing tackle retail
• Fly fishing equipment
• Coarse fishing tackle
• Sea fishing gear
• Angling equipment store

Headquarters

HQ city

Stirling

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (B2C): Retail sale of fishing tackle, clothing, equipment, and accessories to individual consumers through e-commerce and physical retail store. Revenue generated through one-time product transactions with no recurring subscription component mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Angling Active is a fishing tackle retailer selling over 30,000 products across game fishing, predator fishing, coarse/carp fishing, sea fishing, fly tying, clothing, and equipment via a 7,000 sq. ft. showroom in Stirling and a UK-wide e-commerce platform. The company stocks major brands such as Sage, Hardy, Shimano, Daiwa, Simms, and Patagonia, and serves individual anglers of all skill levels through both in-store expertise and online mail order with same-day dispatch.

Product overview

Angling Active Ltd operates a multi-channel fishing tackle retail business consisting of a physical superstore in Stirling, Scotland (7000 sq. ft. showroom) and a comprehensive e-commerce platform. The product portfolio spans six core fishing disciplines: Game Fishing (fly fishing and spinning for trout/salmon), Predator Fishing (pike and perch), Coarse & Carp Fishing, Sea Fishing, and Fly Tying. Supporting product lines include fishing clothing (waders, jackets, footwear), luggage & storage solutions, and general fishing equipment. The company offers over 30,000 products from approximately 150+ major fishing brands including Sage, RIO, Hardy, Shimano, Daiwa, Simms, and Patagonia. The business model combines physical retail with online mail-order fulfillment, offering same-day dispatch for orders placed before 2pm.

Differentiator

Problem solved

Functional benefit

Products and services

• Game Fishing Tackle Comprehensive range of game fishing equipment including fly fishing and spinning tackle for trout, salmon, and grayling, covering rods, reels, lines, leaders, tippet, flies, fly boxes, terminal tackle, and baits & lures from brands such as Sage, Hardy, Greys, Vision, RIO, Airflo, and Scientific Anglers.
• Predator Fishing Tackle Specialized pike and predator fishing equipment including lure rods, bait rods, pike fly fishing gear, frozen pike baits, bait additives, predator-specific terminal tackle, and a comprehensive range of pike and perch lures (soft lures, jig heads, hard lures, crankbaits, spinners, spoons, and lure selection kits).
• Coarse & Carp Fishing Tackle Complete coarse and carp fishing equipment including float rods, feeder/ledger rods, poles, carp rods, reels, and terminal tackle for anglers targeting coarse and carp species.
• Sea Fishing Tackle Full range of sea fishing equipment for beach, shore, boat, and LRF/lure fishing including beachcaster rods, boat rods, and saltwater fly fishing gear.
• Fishing Clothing Technical fishing clothing including jackets, trousers, waders, wading boots, thermal layers, and waterproof gear from brands such as Simms and Patagonia.
• Luggage & Storage Fishing luggage including bags, rucksacks, rod & reel storage, tackle boxes, seat boxes, and waterproof storage solutions.
• Fly Tying Complete fly tying supplies including materials (feathers, furs, dubbing), tools, vices, hooks, beads, threads, tinsels, wires, and tube fly components for anglers who tie their own flies.
• Fishing Equipment Outdoor fishing equipment including bivvies, shelters, chairs, bedchairs, sleeping bags, cooking equipment, knives, torches, and insect protection.
• Angling Active Showroom (Stirling Flagship Store) Physical retail showroom in Stirling, Scotland, displaying over 30,000 fishing products for in-person browsing, supported by knowledgeable staff who provide expert advice and assisted selling. Open Monday-Saturday 9am-5pm and Sunday 10am-4pm, with disabled access and free parking.

Quantifiable outcome

• Same-day dispatch for orders placed by 2pm
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Reviews.co.ukminorGTM or Marketing PartnerThird-party review platform integration displaying 4.9-star customer ratings throughout the website. Provides social proof and credibility for customer purchasing decisions.
• UK CouriersminorOthersDelivery partners used for shipping orders across the UK. Orders placed by 2pm are dispatched same day with reliable delivery timeframes.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Angling Direct PLC: UK-listed fishing tackle retailer with a national store footprint and online platform. Angling Active's most direct competitor, offering overlapping multi-discipline fishing range and a similar B2C model, but operating at materially larger scale.
• Sportfish: UK fishing tackle retailer and fly-tying specialist with both a showroom and online operations. Comparable in product breadth (game, fly, predator) and B2C focus, with arguably greater depth in fly fishing.
• Fishtec: UK fishing tackle retailer operating online and from a physical showroom. Direct competitor in mail-order fishing tackle across multiple disciplines, including fly, sea, and coarse fishing.
• Farlows: Established UK fly fishing specialist retailer with a long heritage and a London flagship store. Comparable in premium fishing tackle focus and showroom-plus-online model, though narrower in discipline than Angling Active.
• Veals Mail Order: UK fishing tackle mail-order retailer with a long-standing reputation. Comparable in B2C tackle retail across multiple disciplines, with a similar focus on customer service and rapid dispatch.
• Total Tackle: UK fishing tackle retailer with a multi-channel presence. Direct competitor in mail-order fishing tackle for coarse, sea, and predator fishing, with overlapping premium and budget range.

Regional players

• Tackle World: Fishing tackle retailer network originally founded in Australia with international expansion. Comparable multi-discipline fishing tackle retail business model, though primarily serving Australia/NZ rather than the UK.
• Bass Pro Shops: US-based outdoor recreation retailer with a comprehensive fishing tackle offering. Comparable as a multi-discipline fishing tackle superstore retailer, but focused on the North American market rather than the UK.

Broad incumbents

• Decathlon UK: French global sporting goods retailer with significant UK presence. Indirect competitor in fishing tackle category with a broader sporting goods focus, using scale and own-brand products to compete on price.
• Frasers Group (Sports Direct): UK-listed sporting goods retailer (formerly Sports Direct) with an extensive UK store estate. Competes indirectly in fishing tackle through carried brands and online channels rather than as a specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Angling Active Ltd