Mission Statement...What the Hell Is That?

Whether proprietors admit it or not, there is an extensive learning curve to fly fishing. To be proficient, an angler must embrace the journey -- spend hours on the river, learn to read water, understand fish behavior, hatch cycles, learn successful patterns, and focus on repetition. Fly fishing is a ‘bottom up’ competency.

Unfortunately, the industry-manufacturing boom has dictated that information and primary essential resources take a back seat to the secondary tools and knickknacks used in the execution of the activity – intentionally promoting a 'top down' approach. In the current fly fishing industry paradigm, looking the part has taken priority over committing line to memory.

Boiled down, the experience of fly fishing has been hijacked by marketing consultants with little interest other than selling as much gear as possible...and looking good in the process.

The influx of box stores and online auction sites have decimated the ‘specialty experience’ and have contributed to the dumbing down of the industry. As a result, anglers are less polite, less experienced and less competent.    

At the Trout Lie, our primary objective is to service anglers beyond the sale of gear. Our focus isn’t on what rod the industry deems as sufficient, or what color shirt should be coordinated with one’s brand of waders.

From our perspective, ‘hardware’ items (rods, reels, waders, etc.) are a secondary consideration in the conversation of ‘where and how to catch fish’. There are (literally) a million and one options related to purchasing gear. However, very few vendors focus on providing the dedicated services related to teaching new anglers to incorporate the gear they’ve purchased to properly achieve the end goal (catch fish).

There is no shortage of fly fishing enthusiasts within the Boise area – any angler fishing on a sunny, Sunday afternoon can attest to that fact. Moreover, there are no shortages in options to purchase fly fishing gear within the Boise area (or online).

The deficiency lies in the ability (or motivation) of area retailers to service anglers beyond the sale – to provide customers with follow-up educational fishing clinics, meet and greet activities, up-to-date and accurate fishing reports, proven-premium fly patterns, and the essential ‘know how’ aptitude to leave an establishment, arrive on a river, and successfully catch fish.