We build digitally-native vertical brands (DNVB) for the outdoor industry. All of our brands (Postfly, The Wade Rod Co., Pelican Reels, and Guidehire) focus on recurring revenue models to fuel our growth and deliver convenience and un-matched value to our customers.

Postfly was born in a Boston basement out of frustration of being an ‘urban angler’ and having nowhere to go for help, advice, or products. Brick & mortar fly shops are geographically sparse (especially in major metro areas - where 90% of our customers are) and are often intimidating and uninviting to the new angler. What existed online 2013 was terrible - the primo information was fragmented and shopping experiences were awful. So we set out to fix it - and now deliver high-quality flies, fly fishing products and education to a Tribe of more than 25,000 passionate anglers around the world.

We launched the Wade Rod Co in the fall of 2017 for one simple reason: the process of buying a fly rod was a pain in the ass. Pushy sales tactics, ridiculous price tags, brands with tremendously douchey attitudes… you get the idea. A new customer was faced with a difficult choice - buy a cheap, low quality rod, or spend 4X your car payment a for high quality stick. We set out to design and build the same high performance rods that the market was used to spending $500+ on, and deliver them to our customers using a convenient subscription model for a fraction of the price, in an unbelievably convenient monthly payment model.

Pelican Reels is the jelly to Wade Rod’s peanut butter. Pelican takes flight in the fall of 2018.

We acquired GuideHire in 2017 (our first acquisition!) to give our widely-distributed customer base a way to discover and book fishing guides all over the US. We’re currently rebuilding (?) GuideHire to make it easier to use for consumers, and to offer more options to guides, lodges and fishing professionals to help grow their businesses. Anticipated re-launch Winter 2018.

Consumer Goods

E-Commerce

Retail

Sports

Postfly

Org chart

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