April 10, 2021

Outdoor Adventures Get A Early Start For 2021

What a early spring we have all experienced here in Central Wisconsin! I cant remember the last time I heard the birds chirping this early to welcome us all to another spring season. It seems fitting that mother natures gives us a small break after all the things folks have had to endure during 2020! ... +Read More

November 18, 2020

The Holidays Are Here with new products!

It has been awhile since I have added anything on the blog which can mean two things, either we have been really busy or nothing to talk about!... +Read More

July 9, 2020

Re Connecting In 2020

"How are the Fish biting this year"? We get this question every time someone walks in the door and why not, we're a Fly Shop! That's just what you ask!... +Read More

April 13, 2020

Wisconsin Hero Outdoors, Veteran Non Profit Of The Week April 13th

We had an exceptional response to our first non profit veteran organization of the week when we first started last week. This week we are excited to try and raise money for Wisconsin Hero Outdoors! 20% of each American Hero's Package get donated back to these veteran organizations that reply on donations to give back to our hero's!... +Read More

April 3, 2020

(Veterans On The Fly) Our Hero organization of the week Apr 2nd thru the 11th

I have gotten to know the great people of this organization and they have been awesome working with our veterans. They not only serve Southern WI but they fish our local streams in Central Wisconsin and the Northwoods with veterans around the state. ... +Read More

February 25, 2020

Year 2

Year 2 has started for us as a shop. Year 2 as brand will be official as of April when Fall Line was established back in 2018. Things we have learned in that time has been overwhelming but manageable. The time and effort as a small business owner that is required is consuming, detailed and… +Read More

October 6, 2019

Time Never Stops And Either Do We!

Where did the time go? Just last week it seemed it was spring and we were stocking up on flies for pan fish and now we are winding down the trout season? One thing in life we have learned no matter what we do the seasons change, people and things we once knew change and time keeps marching on!... +Read More

May 19, 2019

The Identity Of A Small Fly Shop

As every day passes I get asked why fly fishing and why in Central Wisconsin? Let me start by answering the first one. When I was a young man I was fortunate enough that in our family we had a lake cabin that Grandpa and Grandma owned. It was located in Southeast Wisconsin. ... +Read More

February 3, 2019

Finding that Niche!

We definitely learn something new about business everyday. Small businesses have to if they want to stay in business! The biggest thing we have learned since our store has been open is the customer knows what they want. Yes its our store, it has the name we created above the entrance and the slogan’s painted… +Read More

June 22, 2018

Thank you for all the support!

Over a week in the books and theĀ support and responses have been overwhelming! We cant thank everyone enough along with all the orders that have been placed! We are working hard to get the word out and working harder to bring new products to our brand. I hope to give everyone a sneak peak of… +Read More