The I Love Fly Fishing Story: Built by Anglers, for Anglers
Welcome to I Love Fly Fishing, your trusted, Kiwi-owned online destination for premium fly fishing gear, fly tying materials, soft eggs, and expert advice.
Our journey didn't start in a corporate boardroom—it began with a shared obsession for New Zealand’s pristine rivers and lakes.
From Passion Project to Family Business
I Love Fly Fishing was originally built over many years as a true passion project by Barrie Barnes. Our current owner, Johan, first crossed paths with Barrie years ago, becoming a brand ambassador through his YouTube channel, Crazy About Fly Fishing. A deep friendship was forged over a mutual love of the sport.
Though life briefly took them on different paths, the river eventually led Johan back. Today, Johan and his wife, Gillian, have taken over the reins, transforming the brand into a proud, family-run business operated straight from their home in Massey, Auckland. Every order you place directly supports their family, including their two boys.
"I’ve been a passionate fly fisher since the late 1990s. Over the decades, I've watched this incredible sport become an incredibly expensive hobby. We want to change that."
— Johan, Owner & Passionate Angler
Our Mission: Shaking the Myth of the Expensive Sport
How We Keep Quality High and Costs Low:
- Going Straight to the Source: We cut out the unnecessary middlemen. Johan sources products globally, dealing directly with the factories where the gear is produced to keep our overheads low and pass those savings on to you.
- Curated Partner Brands: We collaborate with select brands that share our ethos—delivering excellent performance on the water without the premium price tag.
- Tested by Us: If we wouldn't fish with it ourselves on local Kiwi waters, we won't sell it. Period.
Why Choose I Love Fly Fishing?
Real Expertise & Honest Advice
With decades of local fishing experience backing us up, we don't just sell gear—we know how to use it. Whether you are chasing trophy trout or tying your very first fly, we offer the honest advice you need to fish with confidence.
Fast, Reliable Shipping
We know how frustrating it is to wait for gear when the weather is perfect and the rivers are calling. Because we operate locally from Auckland, we make it our personal priority to pack and ship your orders as fast as humanly possible.
An Extensive Range in One Place
We are continually expanding our inventory to be your ultimate one-stop fly shop.
