As fly fishing continues to grow and evolve, the challenges facing our waters and fish populations demand collective action from manufacturers, retailers, and anglers alike. The American Fly Fishing Trade Association recognizes that the future of our sport depends not just on innovative gear and techniques but on the sustainability practices that protect the ecosystems we all depend on. Here's a perspective from the recent ICAST show from AFFTA partner Rick Crawford at Emerger Strategies.

As the founder of Emerger Strategies and creator of the ASA Sustainability Toolkit, I've spent countless hours on convention floors talking with fishing brands about sustainability. For too long, those conversations felt like I was pushing a boulder uphill, trying to convince companies that environmental responsibility could drive business value.

That changed at ICAST 2025.

For the first time, fishing brands are recognizing that sustainability isn't a trend, it's a business necessity. The executives I spoke with weren't asking if they should invest in sustainability anymore; they were asking how to do it right and how quickly they could get started.

Why the sudden urgency? Because reality is hitting hard. Tariff uncertainties are wreaking havoc on forecasting. New packaging regulations are creating compliance headaches. And major retailers like Walmart and Bass Pro Shops are now requiring their suppliers (that's you) to provide sustainability performance data.

The brands that get ahead of this shift won't just survive the changing landscape; they'll use sustainability as their competitive advantage. After years of watching this transformation build momentum, I can tell you that the fishing industry has finally reached its sustainability tipping point.

Read more about what every brand needs to know about why sustainability has become the key to business resilience, and how you can turn these challenges into opportunities.