New Guideline CEO: Why we are targeting US market again

One of Europe’s top fly fishing brands is making its third attempt to establish a foothold in the US market with its new CEO insisting the timing may not be not ideal – thanks to tariffs and import issues – but the company’s set-up and organisation is better prepared.

Guideline, the Norwegian company with markets across Europe, Canada and New Zealand, first attempted to enter the notoriously difficult, but lucrative US market 15 years ago and by the company’s own admission ‘lost a lot of money.’

Espen Myhre, who was appointed CEO earlier this year after 18 years with the group, told Angling International: “You learn from your mistakes, adapt and adjust. We are a more mature company now, have built an e-commerce platform and established our own subsidiary, Guideline Flyfish Inc, in the US.

“Together with great colleagues, changing consumer behaviour, social media, scalable IT systems and an effective supply chain, the timing is right. The market is approximately seven times larger than Europe so it represents a significant opportunity – too large not to pursue.

“For more than 30 years, Guideline has helped shape the fly fishing market in Scandinavia and Europe by being innovative and driving trends. We offer a different approach to fly rod actions, particularly in double-hand rods and shooting heads, which are a big part of our history.

“More recently, we are shaping trends such as Euronymphing and especially with our Ultra Light Scandi (ULS) fly rods and lines – a truly unique casting and fishing experience. Combined with our Scandinavian design and a strong focus on responsible production and recycled materials that minimise environmental impact, we offer the North American market a distinct alternative.”

Myhre explained that the company’s business model will entail building a strong online presence, working closely with ambassadors and professional guides alongside collaborating with a select number of key dealers, such as Yellowstone Angler, and Guideline’s US Service Centre in cooperation with South Branch Outfitters.

Myhre admits that the venture is not without its challenges. “Apart from import duties and tariffs, the main hurdle is building the same level of brand recognition that we have across the European market. It’s not a sprint – it’s a marathon. Our initial focus is to learn and build awareness across the diverse fisheries in the US.

“Reaching American anglers will be a priority and we will do this through close customer connections, social media, loyalty programmes and through professional guides who will act as ambassadors on the ground. We will focus on telling the story of Guideline and our products. We trust in our DNA and Scandinavian heritage.”

Guideline has appointed Max Kantor, a highly experienced professional with a deep knowledge of the fly fishing scene both in the US and internationally, as its Country Manager. Adds Myhre: “Together with the Guideline team and our scalable drop-shipment e-commerce platform, we are well positioned to take on these challenges. Long-term, the plan is to position Guideline as a strong player in the region and grow a profitable business. If we achieve even half of the market share that we have in Europe, we will be thrilled.”

Guideline’s efforts to break the US market is part of its journey to become a global brand. “With our worldwide e-commerce platform, we can deliver products to any fly fisher wherever they are,” said Myhre.

Following a tough 2024 and 2025 for Guideline, which saw it build and implement a new IT platform from scratch, Myhre says that the company is now in a better position. “We are experiencing 25% growth and look forward to continued progress.

“We have some fantastic new products this year, waders, fly reels, rods, lines and apparel that have just hit the shelves, so we are confident and optimistic for the rest of the year.”

Norwegian Myhre – a passionate fly fisherman since childhood – has worked with Guideline since his family company bought Guideline in 2008 and led sales, marketing, supply chain, purchasing and product development before becoming CEO of the Guideline Group this year.