Trout Lie Q&A with Greg

We’ve been in business for a little over a year now and we’ve received quite a few questions about our ‘business’ model. We haven’t really had a good sit-down Q&A session since last March 2009, so I guess it’s about time for a chat.

If you’re a bit fuzzy about what we do at the Trout Lie, maybe the following questions and answers will clear things up.

Q: Is the Trout Lie part of the Riverkeeper Fly Shop?

A: No. The Riverkeeper Fly Shop was built, solely owned, operated, and eventually shut down by my good friend Tim Burke. Life had a new calling for him so he closed the shop in December of 2008 and decided to continue his education at Boise State University.

The Trout Lie is ‘the phoenix that rose from its ashes’.  I know that is somewhat of a dramatic description, but it’s about the only way I can describe the relationship between the Riverkeeper and the Trout Lie.

Aside from being a full time student Tim still assists with some of the ‘wish list’ projects, ties a few flies here and there, and helps out with filming and editing.

Q: Is the Trout Lie a fly shop?

A: Nope. Not in the conventional sense. We’re more of a ‘fishing company’. Most fly shops (and box stores for that matter) are required to ‘push’ inventory to satisfy the industry-manufacture greed machine. Quite honestly, we don’t care what rod you fish, the waders you’re wearing, or if you have industry ‘approved’ fishing attire.

Our focus isn’t gear peddling. Basically we just want you to enjoy your fishing experience. To that end, all we do is provide the essential tools (flies) and resources (classes) to allow for a more productive and memorable day on the water. Everything else is just marketing hocus pocus.

Q: So who's involved in the Trout Lie?

A: Basically it’s me (Greg Montemurro). I tie a majority of the flies for the tutorials, write the reports, update content, post on the blog, tie fly orders, and write the checks. My wife, Erin, is the minister of finance and takes care of the day to day administrative tasks. Tim Burke drops in from time to time to help with projects, tie flies for classes, and film. Other than that, I’m pretty much the mule pulling the plow.

Q: What exactly do you guys sell?

A: Quite plainly, just the stuff you “need” to fish – superior quality custom flies (many tied in-house) and materials, leader, tippet, floatant, indicators and a few other essentials.

Q: I hate when I order food at a restaurant and it comes out looking nothing like the picture on the menu. Do you guys use 'stock' Photoshopped images in your catalog?

A: Nope. These are actually flies right out of the bin. The flies you see in the pictures are the same ones that are shipped out in your order. I tie all of the custom patterns in our catalog and personally guarantee their quality.

Q:  If I want to order flies from you, what do I have to do? How do I get them?

A: You can do it one of two ways. Order online through our secure website catalog or just call and place an order over the phone. Either way works. Once the order’s placed we’ll put it together and get it out the door ASAP. On most occasions we ship orders within 24 hours. However, if it’s really big and I have to stay up all night tying custom patterns (and half of the next day) then we’ll probably hand deliver it.

Q: I have a rush order and need my flies to fish tomorrow. What now?

A: In 99% of cases, we can get the order filled and make the delivery when you need them. We generally factor in these types of ‘urgent’ issues and understand procrastination is a part of human nature. It’s not a problem. We’re a small customer service orientated company and we don’t mind going out of our way for the people that keep us in business.

Q: Do you guys offer guided trips?

A: Are you kidding? I actually like to fish. We don’t guide out of the Trout Lie, but we do regularly recommend a few really good guides here in town. If that’s a necessity, let us know and we’ll definitely get you hooked up with the right people.

Q: Do you plan on opening a shop here in town?

A: Good question. Joel filled my magic 8 ball up with Pabst and it just hasn’t worked the same since. I guess the simple answer is…who knows? I’m not really in the future predicting business, but I like opportunity and change so we’ll just have to see where the current path leads.

Q: So what is the Trout Lie membership thing?

A: Basically, it’s subscription based resource that provides a little extra. Our standard fishing reports are updated regularly and loaded with accurate info. However, Trout Lie members get the ‘white glove’ service.

Once you’re a member of the Trout Lie, you can view the comprehensive river reports, browse area maps and hatch charts, review area-specific tactics and skills articles, view our video fly tying tutorials and fishing resources, and save some money on top quality flies. Members get 30% off of all fly orders.

Q: Can't I just get everything you offer in the Trout Lie membership free off the web?

A: Some people may think so, but I doubt it. Free is usually free for a reason. I would imagine you can generally buy oats at a cheaper price once they’ve been through the horse. Being a Trout Lie member probably isn’t for everyone, but personally we believe the delivered value far outweighs the cost ($6.95 per month).

It was raining at lunch today and I saw several people at the car wash. I know for a fact that costs more than our monthly membership fee. Besides, it’s a no commitment, no pressure type of thing. If you like it, stick with it. If not, you can cancel any time. We don’t have minimum membership agreements or contract terms.

Q: What's the best way to get a hold of you?

A: Email or call. Either way, I’m always happy to talk with friends and customers!