Vision & Core Values

Our Vision

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

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