Connecting Family to Fly Fishing

For years, fly fishing has had a reputation for being exclusive.

If you didn’t know the “right” people, fish the “right” way, or ask the “right” questions, it could feel intimidating to get started. Too many people have walked away thinking fly fishing wasn’t for them.

At South Fork Fly Shop, we’re here to change that.

We believe fly fishing should be fun. It should bring families together. It should create friendships, not divisions. Whether you’re a lifelong angler or picking up a fly rod for the very first time, you deserve to feel welcomed.

Our goal isn’t just to sell flies and gear.

Our goal is to build a community.

One where experienced anglers help beginners. One where local businesses support one another because a stronger fishing community benefits everyone. One where guides, fly tiers, outfitters, lodging providers, and anglers all work together to make the White Mountains one of the best fly fishing destinations in the country.

Competition has its place.

Community should come first.

For too long, many people have felt like there was only one “right” way to experience fly fishing or that they had limited options when planning a trip. We believe anglers should have choices. We believe local businesses can collaborate, support one another, and celebrate each other’s successes.

There is room for everyone.

The more people we introduce to fly fishing, the more people will care about our rivers, support conservation, and help our local economy thrive.

That’s why we’re building more than a fly shop.

We’re creating a place where families can stop in before a day on the river. Where kids can ask a hundred questions without feeling embarrassed. Where beginners can learn without fear of being judged. Where experienced anglers can swap stories, discover locally tied flies, and help inspire the next generation.

Fly fishing doesn’t belong to one person.

It belongs to everyone who loves the water.

This is the culture we’re working to build in the White Mountains.

A culture of kindness.

A culture of mentorship.

A culture of collaboration.

And we hope you’ll be part of it.

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We’d Love to Hear Your Story

Our mission is to make the outdoors more welcoming for everyone.

If you’ve ever had an experience on the water that made you feel unwelcome, intimidated, or discouraged from enjoying fly fishing, we’d love to hear from you. Your story can help us better understand how we can continue building a more positive, inclusive community for anglers of all experience levels.

Have You Experienced Harassment or Intimidation While Fly Fishing? Share Your Story →

Together, we can help make fly fishing more welcoming—for everyone.