Vision & Core Values
Inspire The World To Love The Adventure And Wonder In Nature
Our Core Values
Surprise & Delight Your Customer
No matter who our customers are— from the lifelong fly-fisher, to the passionate traveler, to our partners around the world, to our associate peers—we create moments that exceed their expectations every day.
- Keep listening. Think like a customer to guide decisions
- Build relationships by being curious, personal, friendly & fun
- Earn credibility and trust by being open, honest & down-to-earth
- Show integrity & mutual respect for all
- Start & end by asking: “What would be a great experience for our external customers?”
- No matter what your title, refill the coffee maker
Take Pride In Your Product
No matter what we produce—from long-standing customer favorites, to award winning customer service, to complex data sets, to our iconic fly rods—we go for great.
- Take "it" to the next level. Don’t settle. Implement your IFB ("I firmly believe")
- Take ownership. Be accountable & measure results
- Be proud to own or give
- Learn from mistakes
Protect What We Love
We never lose sight of the fact that the natural world is at the core of our passions & our business.
- Share & celebrate the adventure and wonder in nature
- Give back & live for a higher purpose. If we are to benefit from using our natural resources, we must act to preserve them
- Leave your campsite better than you found it