Guideline

03/06/2026

Farmed salmon has been promoted as one of the most sustainable protein sources in the world, but a new global ranking from FAIRR challenges that narrative.

The key takeaways:

* The seafood sector scores worst on pollution.
* Significant risks linked to environmental impact and ecosystem damage.
* Lack of transparency and traceability remains a major concern.

For years, comparisons with beef and chicken may have painted an overly positive picture. Now, with a seafood-specific index, the reality looks more complex. This matters. Because rivers, coastlines, and wild fish populations are not just resources – they are ecosystems we depend on, protect, and build our passion around. At some point, the industry must move beyond storytelling and focus on real, measurable change and fish farming in closed systems.

Read more info at the Coller FAIRR website.

02/06/2026

The new Embrace Nymph 10’6 #3 kit allows you to make the most of your time on the water from the very first cast. Choosing the right fly fishing gear is essential on every discipline and our perfectly balanced Embrace Nymph kit provide the ideal combination of performance, ease of use, and enjoyment for anglers of all levels.

28/05/2026

Watch Silent Waters — a powerful film produced with the and

After only a few cinema screenings in Norway, the film is now being broadcast on RÚV, Iceland’s national TV channel. The reaction has been strong. Major aquaculture companies have tried to stop the broadcast.

The message is clear: open-net fish farming is killing wild salmon. This is not just a Norwegian issue. Wherever this multinational industry operates with open, polluting sea cages, nature and wild fish suffer — and conflicts follow.

At Guideline, we believe wild salmon and sea trout are worth fighting for. Silence is not an option. Stand up for wild salmon and sea trout. Share the film. Share the facts. Demand better protection.

Watch here - https://player.vimeo.com/video/1195100625

Icelandic Wildlife Fund website - https://iwf.is/en
Reddvillaksen website - https://reddvillaksen.no

19/05/2026

Open position - E-commerce Manager (DTC)

Guideline is one of Europe’s leading players in fly fishing. We develop, market, and sell our products through our own e-commerce channel, as well as to more than 30 countries via a network of over 400 retailers. We are a team of outdoor enthusiasts with a strong passion for fly fishing. Our goal is to inspire more people to live an active outdoor lifestyle – preferably with a fly rod in hand.

We are currently in an exciting phase, with clear ambitions to become a global brand in fly fishing, driven by growth in international markets and with a particular focus on strengthening our presence in the North American market.

As part of our continued growth, we are now looking for an ambitious and results-driven eCommerce Manager. The role has a clear primary focus on developing our DTC (Direct-to-Consumer) initiative across our existing markets, with special emphasis on the U.S. At the same time, the role requires close collaboration with B2B sales, branding, content development, and the overall customer journey across all our customer channels.

Information & application in Swedish & Norwegian via link »

E-COMMERCE MANAGER (DTC) till GUIDELINE ett starkt företag inom Outdoorbranschen Om Guideline Guideline är en av Europas ledande aktörer inom flugfiske. Vi utvecklar, marknadsför och säljer våra pr...

15/05/2026

New video - Tellis Fly Fishing talk us through the new ULS+ Multi-Tip concept, and catches some nice searun browns along the way at

The Guideline ULS+ Multi-Tip Kit include a floating body and three different tips for multiple fishing styles but excels when swinging flies! Targeted for anglers that want to be highly adaptable in their single hand/switch rod fishing and lighter streamer fishing.

12/05/2026

Many thanks to John Norris and all the shop staff and Guideline crew & ambassadors for a great couple of day!

10/05/2026

The UK salmon season so far from the Guideline ambassadors and .davidson1966 - NT11 DH rods + Scandi and AEON reels doing what they do best.
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davidson1966

08/05/2026

We’re excited to announce the Guideline Spring Fishing Event together with , taking place at Warwick Hall, Carlisle, on Saturday 9th and Sunday 10th May, 9:00 am - 3:30 pm.

Join us for two days packed with expert demonstrations, casting tuition, fly tying, and hands-on gear sessions with the Guideline team and some of the most respected anglers in the sport. Whether you’re interested in trout fishing, salmon casting, improving your technique, or learning new fly-tying skills, this event offers something for anglers of all levels. Throughout the day you’ll be able to watch expert demonstrations, try out Guideline tackle, and receive personalised advice from experienced anglers and instructors.

Visitors will have the chance to:
- Watch live trout and salmon fishing demonstrations
- See fly tying techniques demonstrated throughout the day
- Book free 20-minute one-to-one casting clinics
- Try the latest Guideline rods, reels, and lines
- Ask questions during the Guideline Team Q&A sessions