Fishing Industry Leaders Double Down on Conservation Agenda

Seven industry leaders join The Conservation Alliance in support of land and water conservation in North America

June 27, 2024 – The Conservation Alliance (TCA) – a coalition of like minded businesses working to protect North America’s wild places and outdoor spaces – is expanding its membership into the fishing industry. From line and reel manufacturers, to apparel companies, seven fishing brands have joined TCA including Abel, Airflo, Emerger Strategies, Dyna King, Rare Waters, Ross Reels, and Simms. These companies join an existing membership of nearly 300 companies –  from a range of industries from outdoor industry to brewers, bankers, sportsmen, and renewable energy – supporting the organization’s well established grant making efforts and corporate advocacy to protect land and water in North America. 

“This represents an exciting moment for the growth and expansion of our membership at The Conservation Alliance,” said Conor McElyea, Senior Director of Membership at The Conservation Alliance. “Fishing ranks second when it comes to annual outdoor participation and having this group of reputable fly fishing brands join our membership is a key moment to improve representation from a segment that has long been absent from our membership”.

In its 35 year history, TCA’s model has proven to be an effective approach to conserve land and water. The organization has helped protect over 4,500 river miles, remove 38 dams, and protect over 80 million acres of public and private lands. 

“As a founding member of TCA, Patagonia is stoked to see more companies from the fly fishing industry sign on as members of The Conservation Alliance. Our industry has been deeply rooted in conservation, but the effort has historically been brand by brand endeavor,” said Dexter LevandoskiI, North American Fly Fishing Sales Manager at Patagonia. “In solidifying these partnerships through membership with TCA, our industry has power in numbers and can make real change.” 

The angling community has always been invested in conservation. Healthy waterways are not only critical to business, but are critical to their way of life. In joining forces with TCA, these companies will have an outsized impact in conserving the special outdoor spaces that millions of anglers across North America depend on for their sport. 

“The angling community is large and diverse. Despite differences in tackle preference, target species, and geography, we share a common desire to protect the resources that enable our pursuit. We are excited to join this broad and committed coalition of industry partners and look forward to the impacts we can have together,” said Ben Christensen, Head of Simms

While TCA and its new members have shared conservation values for decades, this new partnership will open a realm of opportunity. As TCA continues to expand its program work, collaborating with the fly-fishing community will support additional efforts to protect North America’s waterways.

“In the same way AFFTA looks to bridge between economy and ecology in the fly fishing industry, we are excited to see The Conservation Alliance acting as a bridge between the greater outdoor industry and fly fishing. We speak the same language when we are outside in our natural places. It is time we speak up together for those places,” said Lucas Bissett

Executive Director of American Fly Fishing Trade Association

“From Bristol Bay to the Boundary Waters, TCA has invested in fish and wildlife habitat conservation for decades, and now we are formalizing our partnerships with industry leaders who depend the most on conservation in order for their businesses to thrive. We look forward to developing cutting edge strategies with our new corporate partners that expand on our work in this space and increase our impact. Healthy waters, intact habitats, and guaranteed access for folks who hunt and fish is something we are deeply committed to at TCA,” said Shoren Brown, VP of Public Affairs at the Conservation Alliance. 

For more information about TCA and its efforts to protect wild places and outdoor spaces, visit

About The Conservation Alliance:
The Conservation Alliance is a coalition of over 270 like-minded member companies who pool resources to fund and advocate for the protection of North America’s cherished wild places and outdoor spaces. Through the collective power of their membership – companies from a range of industries from outdoor industry to brewers, bankers, sportsmen, and renewable energy – take bold steps to conserve wild public lands and waters. Since 1989, we’ve awarded over $31.9 million in grants and helped protect over 82 million acres and 4,570 river miles, remove or halt 38 dams, purchase 22 climbing areas and designate five marine reserves.

About Abel:
Abel is a premium, American, fishing company producing fishing gear that meet the highest standards in quality, design, and manufacturing.

About Airflo:
Airflo creates a revolutionary fly line made with Polyurethane, rather than PVC, which is better for the planet as well as strong and durable.

About Emerger Strategies:
Emerger Strategies is a sustainable business consultancy whose mission is to measure and improve your company’s sustainability performance, all while boosting profits. They have been a proud 1% for the Planet member since our inception in 2016, and are also a Climate Neutral Certified company.

About Dyna-King:
Dyna-King is home to the highest in quality, fly tying vises.

About Rare Waters:
RareWaters offers a simple and affordable way for anglers to book private ranches, experience adventure and get away from the crowds. RareWaters links Landowners with private water with Anglers who would love to fish it. RareWaters is Fly Fishing. Unlocked.

About Ross Reels:
Ross Reels manufactures fly reels that inspire adventure. All of their products are 100% Made in the USA and built to last a lifetime.

About Simms Fishing Products
Established in 1980, Simms is the preeminent manufacturer of waders, outerwear and technical fishing apparel and accessories. The full line of Simms gear is available at specialty and large format retailers across North America as well as

Media Contact: Lilly Zoller, Director of Communications, The Conservation Alliance: