Fishing Goes Global

Today's rod-and-reel lovers are traversing the globe seeking exotic fish. "Destination" or "Adventure" fishing is a strong trend this season, say manufacturers and retailers, particularly within the fly industry.

Fishing overall is a top recreation choice across all demographics. According to the recent SGMA 2000 SuperStudy, fishing consistently ranks high among youngsters and seniors alike. However, it's been the fly business that has captured attention in recent years. Starting with the movie "A River Runs Through It" and gaining momentum through the 1990s, fly fishing is now estimated as a $600 million industry, according to the American Fly Fishing Trade Association (AFFTA).

But this year the market is softening, say vendors, with only modest sales projected. Bruce Holt, spokesperson for manufacturer G. Loomis, says sales will be up about 8 percent in fly rods. "Most rod makers these days would view even 6 percent as happy growth for this year," he says. He mentions travel rods as a growth area, appealing to kayakers, hikers and mountain climbers. "In the past, these folks went right by that trail-side stream, but now they're thinking about fishing it."

Dave Robinson, Columbia Sportswear's general manager for fishing, agrees that destination fishing is an industry trend. "The whole aspect of fishing has changed," he says. "Now catch-and-release is the theme, and fishing is viewed as an all-day pursuit ... or as a planned getaway to someplace unique."

At retail, adventure fishing has helped establish steady, year-round business. "About half our business now is travel-oriented," says Scott Bennett, owner of The Complete Angler in Darien, CT. "We stock a lot of inventory so we can outfit anyone going anywhere."

Rods have become lighter, yet stronger, using more sophisticated designs. Says Bruce Kirscher of Sage, "We look at all elements of the rod ? from the fibers and resins to the guides ? not just the basic materials, and take the weight out where we can."

He adds that dealers are becoming more cautious in their buying, with most retailers experiencing flat sales this spring. "Dealers who are doing well are generating the business through classes or seminars or community involvement."