There’s a very distinct memory from my childhood that shaped my life in more ways than I can explain. I was 5 years old, holding a Mickey Mouse rod that was bent all the way over, as I reeled in my first rainbow trout. The overwhelming rush of joy, freedom, and accomplishment at that moment became the blueprint for how I wanted to spend my life – outdoors, chasing that exact feeling.



Then and Now

Fast forward to today, as we celebrate 10 years of a brand that was built to pursue the same sense of freedom as a little kid catching his first fish in Montana. So much has changed since then, but the deep-rooted passion that has driven us to this point remains stronger than ever. As a family-owned business, the values instilled in us by our Montana heritage are just as important now as they were growing up. For us, the only way to properly celebrate our first decade in business is to highlight the people and values that define Free Fly at its core.



Our Family

As cliché as it sounds, we consider all of our staff an extension of our family. We have been so fortunate to work with some of the brightest, hardest-working individuals,  who all share the same admirable trait of selflessness. We celebrate the wins together and lift each other up when the chips don’t fall our way. We would be nowhere without this amazing group of people who have made our dream their reality.



Simplicity Always Wins

Throughout the years, we’ve come to find that the best solution to any challenge is usually (and ironically) the simplest one. There is a certain beauty and authenticity that emerges from keeping concepts direct and uncomplicated, whether that be to tell a captivating story or to develop a new, innovative product. Life makes more sense when you weed out the background noise; why not apply that same line of thinking to share impactful and honest ideas?



Comfort is Bigger than Clothing

As we see it, comfort reaches far beyond the shirt on your back. It’s a luxury that money can’t buy. It's contentment with your circumstances, despite the obstacles in front of you. It's appreciating the little things, like sitting around the dinner table with family, laughing until your stomach hurts. It's feeling gratitude in moments that matter – wading waist-deep in the river that brings back treasured childhood memories. Once you know that comfort, you can give your best for something much bigger than yourself.