Creating a community for fly fishing newbies

Creating a community for fly fishing newbies

We’re excited to be helping Orvis with a brand-new initiative, the Orvis Alumni Programme, which is open to anyone who has booked or taken part in one of the company’s ‘Learn how to fly fish’ courses. The aim of the programme is to create a community for newcomers to the sport to meet other new or novice anglers with whom they can share their fishy experiences and improve their fishing skills.

To this end Orvis is hosting exclusive events for Alumni, including fishing days (with tuition, kit and lunch provided) on the Rivers Kennet and Test, ‘Catch and Cook’ experiences, and in-store shopping events with discounts. Alumni will be kept up to date on the latest offers and forthcoming events via a dedicated email newsletter. Those seeking advice outside of Alumni events will also be able to use Orvis’s network of stores as a resource.

Focus on inclusivity and conservation

In keeping with the company’s 50/50 On the Water programme, the events are designed to appeal to both men and women, while Alumni will also be encouraged to take an interest in and learn more about the conservation challenges facing wild fish in the UK and beyond.

Opera singer Fiona Kimm is one Alumnus who attended several of Orvis’s Teaching Days with her husband David, including an in-store 101 session and a fishing day at Thornwood Springs in Essex.  Most recently she and her husband attended an event at the Orvis beat at Kimbridge on the River Test. “We spent the morning under the guidance of our brilliant instructor Richard, before an excellent lunch,” said Fiona. “In the afternoon the 12 of us had the chance to fish on the river – it was a day of no fish, but that just shows it is not just catching fish that makes it a great sport, but being part of a beautiful place, in a peaceful and serene environment. Thank you, Orvis, and well done on making it such an inclusive day.”

Brian Campbell-Kearsey, Head of Marketing at Orvis UK, said: “We are thrilled to be launching the new Orvis Alumni initiative. We have started 1000’s of people on their fly fishing adventure, so this was the natural progression to empower them to take the next steps and develop a community for like-minded people to share experiences and make friendships. As ever we, as a company, are focussed on conservation and we hope to be able to enthuse these new anglers to take an active interest in the environment through the immersion in nature fly fishing offers.”

To join the Orvis Alumni programme simply book a course in store and ask for your email address to be added. For more information on Orvis fly fishing courses, visit

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