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Confluence Asheville 2025 Sessions

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What’s Your Business Impact

10/21/25 8:30AM- 9:15AM

Speakers
  • Corinne Doctor - What’s Your Business Impact
    Corinne Doctor has been operating RepYourWater, the business she co-founded with her husband Garrison Doctor, for the last 14 years. RepYourWater merged with Cheeky Fishing under the North Point Brands umbrella in early 2024 where she currently serves as the Director of People, Process and Planet for the company. Through this role Corinne is able to dig into conservation partnerships, advocacy opportunities, and the company culture. At Confluence in Asheville she will share some of her easiest to implement next steps when it comes to these aspects of running a small business to make a better impact on your planet and your team.
Summary
People, Sustainability and Conservation: Keeping a happy team, Sustainable choices as a business, Supporting conservation orgs

Trade and Tariffs Update

10/21/25 9:15AM- 10:00AM

Speakers
  • Matt Mullin - CEO of High Street Strategies
Summary
Understand the ripple effects of shifting trade policy including new tariffs and sourcing challenges

State of the Industry Report (TrackFly)

10/21/25 10:00AM- 10:45AM

Speakers
  • Stephen Baird - CEO TrackFly
  • Scott Papich - TrackFly
Summary
Data-driven insights into consumer behavior, retail health, and market trends in fly fishing

TrackFly: From Insight to Action

10/21/25 10:45AM- 11:15AM

Speakers
  • Stephen Baird - CEO of TrackFly
  • Scott Papich - TrackFly
Summary
Continuation of the TrackFly presentation as a table-based discussion to help participants reflect on what it all means for their businesses.

Optional-One on One Meeting with Chris Frangiosa- 3 Slots Available

10/21/25 12:00PM-1:30PM

Speakers
  • Chris Frangiosa - CEO of VILD
Summary
Want to get more information from Chris Frangiosa about running your retail shop? Then meet with one of the leading retail consultants in the industry one on one. First come, first serve for the three spots available.

Merchandising 101- Chris Frangiosa

10/21/25 1:45PM- 3:00Pm

Speakers
  • Chris Frangiosa - Merchandising 101
    Chris has worked in the fly fishing retail world for his entire career. A graduate in Economics, Chris took his business knowledge to the industry he loves. Since 2006, he has managed TCO Fly Shop, a 5 store fly fishing specialty retailer in Pennsylvania. In 2019, Chris started VILD consulting. VILD is a company that helps specialty retailers with best practices, merchandising, integration of E-Commerce platforms and much more. When he is not working, Chris likes to fly fish for Permit and Steelhead.
Summary
Learn the basics of how to keep your shop looking great and selling through. This hands-on seminar will review the foundational skills of merchandising and will review successes and failures of retailers in the field. There will be an on-site merchandising mini-store that will serve as the example. Expect to come away with multiple action items to increase business and the overall look of your shop.

Field Guide to AI in Fly Fishing: 7 Practical Ways to Get AI Working for You

10/21/25 1:45PM- 3:00Pm

Speakers
  • Gordon Macdonald - Recast Fly Fishing
    Gordon Macdonald is the founder of Recast Fly Fishing, a re-commerce company that enables fly fishing retailers to accelerate premium gear sales by offering customized trade-in programs with instant valuations and fast payouts. Before founding Recast Fly Fishing in 2024, Gordon spent over 20 years in the tech industry working on both mainstream and emerging technologies. Gordon lives in Seattle where he pursues his passions for building businesses and swinging flies for steelhead.
Summary
Discover how to put AI to work for you in this engaging session tailored specifically for fly fishing retailers and manufacturers. From delighting customers to refining business strategy, we’ll explore 7 practical (and maybe even surprising) ways to leverage AI tools like ChatGPT and no-code platforms. Packed with real-world demos and actionable insights, this session will empower you to start using AI today—no tech expertise required. You’ll leave this session with new ideas about AI and a link to a library of fly fishing industry AI prompts you can start using today.

Panel: Fly Fishing Media Discuss

10/21/25 4:00PM- 5:15PM

Speakers
  • Tom Sadler - Panel Moderator
Summary
The business environment facing the fly-fishing industry continues to change, raising questions for all segments of the industry about how best to navigate those changes to be successful and remain true to unique ideals that are foundational to the sport.

Industry Mixer + Happy Hour

10/21/25 5:30PM- 7:00PM

Location
Hunter Banks Fly Shop
Summary
We are heading over to Hunter Banks just down the road to have a drink and small bites to unwind from the day's events.

Track A: Merchandising 201- Lead by Chris Frangiosa

10/22/2025 9:45AM- 11:00AM

Speakers
  • Chris Frangiosa - CEO of VILD
Summary
This hands-on seminar will focus on more advanced merchandising techniques. There will be an on-site merchandising mini-store that will serve as the example. Additionally, this seminar will cross over into buying and product life cycle. The combination of good purchasing and strong merchandising will be fully explored. Expect to come away with multiple action items to increase turn and make your shop more appealing to customers.

Track C: Building Aligned Retail Team- Led by Curtis Fry of Fly Fish Food

10/22/2025 9:45AM- 11:00AM

Speakers
  • Curtis Fry - Fly Fish Food
Summary
Success on the retail floor starts with a unified team. In this session you’ll learn how to align your staff around shared goals, elevate internal communication, and create a culture that supports sell-through and customer retention. From training techniques to staff engagement practices, walk away with tools to strengthen your shop from the inside out. Curtis Fry spent over 22 years as a business consultant, helping more than 2,000 companies worldwide implement enterprise software systems. His specialties included shop floor automation, process mapping, warehouse management, retail and e-commerce solutions, and business intelligence reporting. Today, Curtis draws on that deep background in business systems and data to lead Fly Fish Food, a multi-channel fly fishing retailer, marketing and e-commerce business. By combining decades of operational expertise with a passion for fly fishing, he brings a unique perspective to specialty retail by means of streamlining operations, managing culture and leveraging data and processes to help employee cohesion and success.

Political Strategy Session: Where Policy Meets Business

10/22/2025 11:15AM- 12:00PM

Speakers
  • Matt Mullin - CEO of High Street Strategies
Summary
Led by High Street Strategies. This session breaks down current legislative developments and shows how businesses can get involved to protect access, resources, and industry growth.

One on One Meeting with Chris Frangiosa- 3 Slots Available

10/22/25 12:00PM-1:30PM

Speakers
  • Chris Frangiosa - CEO of VILD
Summary
Want to get more information from Chris Frangiosa about running your retail shop? Then meet with one of the leading retail consultants in the industry one on one. First come, first serve for the three spots available.

Workshop: Build Your 30-Day Marketing Action Plan

10/22/2025 1:45PM- 3:00PM

Speakers
  • Curtis Fry - Fly Fish Food
Summary
Roll up your sleeves in this hands-on session. Walk away with a tailored, actionable marketing plan—including goals, channels, content ideas, and timing.

Closing Session: AFFTA Announcements + Wrap-Up

10/22/2025 3:15PM- 4:00PM

Speakers
  • Lucas Bissett - Executive Director of AFFTA
Summary
Lucas Bissett shares final thoughts, key takeaways, and what’s ahead for the AFFTA community.
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PO Box 5285, Chico, CA 95927

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