Changing the Fly Business
We created flies that look and act like the real things and even named them
after the real things
Copyright 2014 James Marsh
actually named after the real insects and other foods they imitate.
When fishing conditions are good, meaning good streams levels, desirable water temperatures and weather, anglers have
a good chance of catching trout on the standard, generic fly patterns that have been around for years. Under these ideal
conditions they usually account for mediocre success but even then, it strictly depends on the type of water. To most
anglers, mediocre success seems to be acceptable simply because they are happy with any success. They think they did
rather well. That written, be aware that such success can be very deceptive. On those days when things seem to be going
rather well, if one had of taken the time to match the most plentiful food available with flies that looked and behaved like the
naturals, meaning both larvae (nymphs) and adult insects (not just the hatch), they would have caught a lot more trout.
Doing so will increase your odds of success substantially, even when conditions are excellent.
When conditions are not so good, matching the most plentiful and available food at the particular time and place your are
fishing can increase your odds of success to the point it makes the difference in success or failure. It is just a fact that as a
matter of survival, trout are always going to focus on feeding on the most plentiful and easiest to acquire food. During the
times when conditions are not so good and anglers are not catching very many trout on the generic flies, they almost
always blame it on the fish. They usually contend the fishing is slow, or not very good. They may even say something as
stupid as "the fish weren't bitting". Under these conditions, what they fail to understand is that the main problem they have
is relying on trial and error methods of fishing using generic flies that poorly imitate the naturals. They blame the fish when
they should blame the person they see when they look in a mirror.
When generic flies do seem to work rather well, notice that you usually need to keep the fly in moderate to fast flowing
water where the trout only get a short, quick glimpse of it. The generics don't work very well at all under conditions where
the trout get a good look at the fly. For example, they don't work well in the slow moving pools of freestone streams, much
less the smooth flowing, clear water of spring creeks. Anglers tend to say these types of water and streams are tough to
fish and they are, but it's mostly because the trout get a good look at the fly.
It is a fact that before Perfect Fly came along, unless anglers tied their own fly patterns that imitated the naturals well, they
were stuck with generic fly patterns. Generic flies represents the great majority of what the three major fly distributors that
sell to U.S. fly shops have to offer. Mom and Pop fly shops, as well as the big multi-store outdoor companies, have very few
specific imitations of aquatic insects. If and when they do, it is usually an imitation of a mayfly dun, a dry fly. They have very
few specific imitations of mayfly nymphs, emergers and spinners. They have an even lower number of specific imitations of
caddisfly larvae, pupae and adults. The same things is true of most stoneflies. Out of the thousands of fly patterns sold by
fly shops, most anglers don't have a clue what most of them are intended to imitate. In most cases, the originator of the fly
pattern had no idea as to what they were attempting to imitate. Most of them are named it after the person that tied the fly. I
refer to those as Ego Flies.
At Perfect Fly, we sell all the standard generic fly patterns that the mom and pop fly shops sell. They represent about 15%
of our total fly sells compared to 85% for our own approximately 450, Perfect Fly (SKU) patterns. We sell the generics at an
average of $1.00 each, which is usually much lower than fly shop prices. We can do that because we sell directly to anglers
and don't buy them from Umpqua and other fly importers. By the way, just in case your wondering, our generic fly patterns
are better in quality than those sold by the mom and pop fly shops. Most all of the generic flies sold by fly shops are
imported from foreign countries and tied by people who have never seen the insects they try to imitate.
Why do we sell the generic flies? We do it only to show the prices for our own Perfect Fly patterns, which range from $1.95
to $2.25 each, isn't high. Our patterns take from two to three times as long to tie as the generic flies as well as require a few
more components. We keep the price down on Perfect Flies by selling them directly to anglers. If we sold them through fly
shops, we would have to increase the price by approximately fifty percent.
We are doing nothing exactly unique. U. S. based fly fishing manufacturers have almost all started selling directly to
anglers. Orvis has been doing that for a few years. In many cases, manufacturers are actually competing against their own
retailers. It's no big secret as to why mom and pop fly shops as well as the manufacturers are all struggling to stay in
We have a huge return customer base that is growing at a tremendous rate. Our fly sales have more than doubled again
this year. It doesn't take most anglers very long to figure out that the more the fly looks and acts like the real things trout
eat, the higher their odds of success. Yes, I am proud of the fact we are changing the fly business and so are our
October 2014 Issue
am very proud of Perfect Fly. I am very proud of the fact that we are rapidly changing the fly business, nationwide. We
are the only company in the World with specific imitations of all the important aquatic insects in all stages
of life that are applicable to fishing. In other words, we have flies that look and behave like the real things and are
Perfect Fly Adult Salmonfly