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Fishing Industry Suffers 10% Downturn in 2009; Did Fly Fishing Perform Even More Poorly?

By Tom Chandler 5/11/2010

In what has been a hard year for most of the outdoor gear industry, 2009 fishing industry gear sales fell a painful 10%, and frankly, you have to figure the fly fishing industry's numbers might be a little worse.

The numbers were reported by the National Sporting Goods Association in an SNEWS article:

Among equipment categories with sales of more than $1 billion in 2009, hunting && firearms showed the greatest percentage increase. Sales of hunting && firearms equipment rose 14% to $5.2 billion from $4.5 billion in 2008.

By only a few million dollars, exercise equipment remained the largest individual equipment category surveyed by NSGA. Sales of exercise equipment decreased 2% to $5.2 billion.

Among other equipment categories with sales of more than $1 billion, only sports optics and camping showed increases. Sports optics rose 4%, to $1.07 billion. Camping equipment sales grew 2%, from $1.46 billion in 2008 to $1.5 billion in 2009.

In other $1 billion-plus sales categories, golf equipment and fishing tackle experienced double-digit declines. Golf equipment sales fell 19% to $2.84 billion. Fishing tackle fell 10% to $1.9 billion.

Were it not for a 14% increase in the firearms industry (growth which seems to be disappearing in 2010), the outdoor industry as a whole would have suffered a bigger drop than the 3% reported.

With new fly fishermen not exactly streaming into the sport, and every fly fishermen already the proud owner of a couple dozen fly rods, guessing at bigger drops in fly fishing's industry pie isn't exactly a stretch.

And you have to wonder how the high-end (and high-margin) products like fly rods and reels performed. (Any guesses from the Undergrounders?)

The Good News?
In the past, I've criticized the American Fly Fishing Tackle Association (AFFTA) for its lack of transparency and deeply flawed decision-making process.

Yet - in the interest of giving credit where it's due - the "new" AFFTA seems focused on communicating better (note the news feed on the site, and the AFFTA email newsletter is packed with info).

While I'm less interested than most in seeing hordes of new fly fishermen clogging the rivers, an industry less focused on catfights and more focused on issues of sustainability, legislative issues and youth recruitment can only be a positive.

AuthorPicture

Tom Chandler

As the author of the decade leading fly fishing blog Trout Underground, Tom believes that fishing is not about measuring the experience but instead of about having fun. As a staunch environmentalist, he brings to the Yobi Community thought leadership on environmental and access issues facing us today.

Mike:Hell, dozens and dozens of fly shops closed even prior to the crash - symptoms of overcapacity in an industry that wasn't enjoying the steady growth of the prior decade. As a marketing consultant, it's not hard to spot the companies weathering the bad economy - they're the ones who do their homework when the sun is shining instead of sitting by the pool with an umbrella drink.What fly shops are ... more experiencing is something of a perfect storm; a stagnant (if not shrinking) industry, a serious recession, a "luxury" market (most fly fishers don't need another fly rod), a rapidly growing online channel (which manufacturers are eying), and an industry dominated by manufacturers who - until now - marketed like it was 1989.I shouldn't be surprised by the reduction in travel numbers, though I am (just a little). Over the last five years, it seems like everybody's going somewhere exotic (leaving the small streams to the homebodies like myself). It's a trend I can live with. Thanks for the insight.
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A ten percent loss in sales would be welcome news to the huge number of fly shops that folded their tents in the past year after suffering losses that were unbearable. Consider that 2008 was the best year of business in our 32-year history, and that our 9% loss mirrors the industry's reported numbers. At the same time, Marty's response rings a different bell, and that is the declining number of anglers. ... more Witness to this are the constantly declining numbers in fishing licenses sold in California and elsewhere. Combine that with the trends to less expensive brands, and a 10% reduction in overall dollar volume is predictable. Without a recession! Think, too, about the fact that the entire fly fishing industry is less than a third of the archery business and you can visualize how inaccurate and unreliable a general estimate of losses is for the world of fly fishing. Not included in that 10% figure is the loss in destination and international fly fishing travel, estimated to be at about 29%. A final note: if you are one of the dozens and dozens of fly shops that closed your doors during the past couple of years, it's a 100% decrease for you, your family, and your employees.
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Glad to hear the show's a breakeven proposition, though whether it's relevant or not remains a question. Good luck.
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Tom, I don't want to monopolize the postings with comments from AFFTA folks, but I too want to thank you for noticing the changes we made to our level of communication. Our first and second AFFTA Connects newletters were created by Phil Monahan. Phil created a strong foundation for us to use for future editions. AFFTA Connects is now edited internally by AFFTA Communications Committee Chairman Gary ... more Jennings and we happily accept articles, comments and postings from anyone in the industry and we'll do our best to include those factoids in upcoming issues. Best wishes. Gary Berlin
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Tom, Echoing David Leinweber's comment, thanks for noticing. As you noted we are focusing on more compelling issues. Those challenges will need the support of all of us who care about this sport. A strong and focused trade association can help get the word out and make a difference on a variety of fronts. As an AFFTA board member I can tell you we are headed that way. We welcome others to join us ... more in these efforts. Thanks again for giving credit were credit is due. -tom
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Tom… Thanks for noticing. We have been working hard to change AFFTA and communications was #1 on our list. Our trade show is #2 and a much tougher proposition, but I am happy to report we have surpass the financial breakeven point on booth sales. We have some great things in store for September. On a retailer note, high end product sales last year totally sucked, but we ended 2009 with retail sales ... more up 5%. Our success was price point products like rods under $200. It is surprising to me how many fly shop refuse to carry a good selection of entry level gear. David Leinweber Owner - Angler's Covey AFFTA Board Member
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I can only speak for the local guys that are good friends of mine....big ticket rods and such seem to be very slow.... fly tying stuff and tippet etc less so.... Last year my local fly club had a learn to fly-fish class and roughly 20 or so signed up (60$ includes lunch and a year membership in the club) only 4 or so signed up this year. The curmudgeon in me wants the influx of idiots to shift back ... more to golf so I can have more elbow room on my rivers and stop being asked what I'm using and crowded by every tyro that can't figure out drag..... but the things I like won't be available if the companies can't stay afloat.... The good rodmakers still seem to have long waitlists and prices for the vintage cane and Hardy reels I favor don't seem to have slipped that much ......... Economy wise things are tough all over ......... but the trout are still taking and a few choice necks in the sale bin can certainly help my outlook at least....
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You have to wonder at what point that little game was transformed from political theater to conscious marketing strategy...
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Maybe the fly fishing industry should start screaming that Obama is going to take all of our fly rods away. It sure helped firearm sales.
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