Fly fishing dealers, partners, and outdoor industry representatives from across North America converged in Montrose this week for Mayfly Outdoors’ first-ever “Dealer Days” — a three-day event designed to strengthen relationships and showcase the company’s locally made fly reels.
From Tuesday through Thursday, guests toured Mayfly’s manufacturing facility on Mayfly Drive, where Abel and Ross Reels are produced from start to finish — beginning with raw aluminum “pucks” and ending with the hand-finished, custom-anodized fly reels known around the world for their precision and artistry.
“This is the first time we’ve ever done this,” said Jeff Wagner, CEO of Mayfly Outdoors. “We mainly just want people to be able to see what we do up close. We really think it’s important for people who are selling what we produce that they’ve been here, they’ve met the people, and they know how we make it.”
Connecting with dealers
The event drew roughly 75 visiting participants — with some traveling from as far as Canada and Florida — along with Mayfly employees and local partners.
“These are all independent fly shop retailers,” Wagner said. “A few of them have a larger web presence or multiple shops, but they’re all specialty retailers. They’re the ones buying from us and selling to consumers, so it’s easy for them to tell the story about what we’re doing once they’ve seen it for themselves.”
Dealer Days allowed attendees to see Montrose-based craftsmanship in action while providing opportunities for networking across the outdoor and tech industries. Product manufacturers and software developers from the fly-fishing and outdoor recreation sectors were on hand to share innovations, apps, and gear designed to support the next generation of anglers and conservationists.
Showcasing Montrose-made quality
Abel and Ross Reels are both manufactured at Mayfly’s Montrose headquarters. Abel reels — known for their detailed custom finishes and artistic anodization — are made to order and currently on backorder due to strong demand.
Ross Reels, founded by entrepreneur Ross Hauck in California, was acquired by Abel in 2013. Hauck attended Dealer Days and shared stories about the company’s humble beginnings, including how he borrowed $10,000 from his father-in-law to make his first batch of reels and finagled his way into a fly-fishing catalog that put the Ross brand on the map.
Together, Abel and Ross represent a continuation of the region’s reputation for high-end, American-made reels built with precision machining and hand assembly — products that have helped put Montrose on the national fly-fishing map.
Industry and conservation partnerships
Dealer Days also featured presentations from other outdoor and conservation organizations, including Trout Unlimited, whose representatives highlighted current efforts to restore and protect trout habitats nationwide.
A major focus was the push for “Good Samaritan” legislation that allows private organizations to help clean up the estimated two abandoned mines per watershed that continue to pollute trout waters across the country. Trout Unlimited staff discussed how advocacy work in Washington, D.C., has advanced policies that support fisheries conservation and enable greater private-sector participation in environmental restoration.
Mayfly partners with Trout Unlimited, Bonefish & Tarpon Trust, and other nonprofits to raise funds for fisheries and habitat protection. “Those are organizations we spend a lot of time working with,” Wagner said. “They’re an important part of what we do.”
Economic and community impact
Beyond its industry impact, Dealer Days also brought an economic boost to Montrose. Visiting dealers filled local hotels, restaurants, and catering businesses throughout the week.
“We booked up a lot of hotel rooms and had a lot of catering — a lot of food,” Wagner said with a laugh. “It’s a good little economic thing for Montrose, too.”
As the inaugural event wrapped up Thursday, Wagner said Mayfly expressed his satisfaction with the event
“It just made sense to bring everyone here and show them all at once,” he said. “It’s been three really cool days.”
Justin Tubbs is the Montrose Business Times editor. He can be reached by email at [email protected] or by phone at 970-765-0915 or mobile at 254-246-2260.
