[freestonebound]

I get a lot of fly fishing based ads during my travels on youtube. I'm sure we all do. It consumes a lot of us. I am always excited to see women fly fishing, and even more so to see a woman cast a spey. I don't know of anyone who has the attitude that they don't belong. When I saw this ad my first idea was that it demeans women and pictures them in the light of "needing a hero". That hero being Orvis. Is it just me or is this gender baiting to get more consumer dollars?

50/50 on the water:

 

[The Drifter]

Nice. I'm all for more Jojo's/Freestones and less Dukes/Ronnie Kittridges.

 

[Guest]

After A River Runs Through It came out I noticed a dramatic jump in the number of women interested in fly fishing. I don't remember ever hearing a single man having a problem sharing the river with women. This Orvis ad assumes a conflict I've never seen. The phone call from the male in the ad is way too smooth to be genuine. No hesitations, no "ums" etc.

Orvis is looking for a new customer base as the current one is graying and nearly maxed out on gear. Targeting hipsters and 20 something males with ear bleeding sound tracks and MTV machine gun fast edits hasn't sold well. They know full well newbies to fly fishing spend a LOT. Targeting 52% of the population while stealing an undertone from the #metoo movement, they are selling their brand. They also know their male base is not going to sell their Orvis gear because of an ad.

I fully support independent women. I personally celebrate the passing of the good old days when women had to ask daddy or their husbands for the decision making. This ad implies that women need to fight to join a club where men have excluded women.

Show me a retailer who refused to sell fly fishing gear to women and I'll retract this post.

 

[weiliwen]

Orvis published a phone message on their FB page from some guy saying that he didn't like their new tack toward women and was going to send back all his Orvis stuff for refund. To me, it didn't seem like a good marketing ploy on Orvis' part, but what do I know?

 

[FAQ!]

The sales will reveal the verdict. Any bets more men will voice displeasure than women?

Interesting thread. Reflective of the particularly interesting times in our social evolution in which we find ourselves.

 

[Gary Thompson]

My lady fly fishing friends are the best

 

[I'm not here]

If that's a real message its fantastic they blew it up. They should have added his phone number, what a DB. All the outdoor company's have huge ad campaigns geared towards woman. Simms, Patagonia, Outdoor Research, REI all have an extensive woman's line and market it well. I don't see a difference in Orvis, other than they got a sexist lunatic to leave them a voicemail.

 

[Freestone]

Show me a retailer who refused to sell fly fishing gear to women and I'll retract this post.

Shall I publicly out them, LOL?! In 43 years of fly fishing, while no shop has outright refused to sell me gear, many have refused to acknowledge me or wait on me. Even after getting tired of waiting and directly asking for help, I have been repeatedly ignored or told to wait, while they greeted and immediately assisted newly arriving male customers, often ones that clearly have never been in the shop before. After such treatment, I have walked out of more shops than I can count.

I have been told by most people that I am friendly, approachable and easy-going yet sometimes the looks I have gotten made me look in the mirror to be sure I hadn't turned into Frankenstein without me knowing it. And it's not like I go into shops dressed like I am going to the mall as I don't dress like that. 9.9 times out of 10, I am probably in jeans or fishing pants and a fishing shirt or T shirt. I have done a lot of self-reflection as it has happened too often and I want to be sure that it is not me. But other women anglers I know report the same thing so I am pretty sure it's not just me. Still, I try to be sure that I have a smile and pleasant attitude when I walk in a shop, which I most likely do anyway.

While things have gotten better in 43 years, this stuff still happens and in the best of shops, including in Orvis shops. Maybe they should hire me to be a mystery shopper, LOL! In some ways, with the advent of all the social media wanna-be famous on Instagram bro-brahs, it has gotten worse but I suspect many male customers get arrogant, condescending treatment from them too.

Sure, sometimes I do get help and friendly prompt assistance. But even today, too often when a staff person comes over to help me, I still get the "is this for your husband?" bullshit - even when I am dressed in fishing clothes! Or the other one I love is "we use this for fly fishing/fly tying, what are you going to use it for?". Seriously, even flies - as in, "We use these to catch fish. What are you going to use them for?". 'To shove up your condescending ass' passes through my mind but not my lips.

Then there is always the assumption that I am "thinking about getting into fly fishing?" or "let me show you some of our beginner rods" type of crap. Or the ones that proudly declare " we have a women's intro to fly fishing class coming up". I have worked retail and one of the main rules is to make no assumptions. The guy who looks like a bum could be a millionaire (or Fred Becky, RIP) so don't make any assumptions. Clearly, based on my experiences and that of many women anglers I know, many fly shop employees need a lot more training.

So, I vote with my wallet. I have lots of gear. Not one single rod, reel, pair of waders or boots has been purchased in a shop at MSRP. Sure part of it is because I am a bargain shopper but also because I'd rather buy used then to support a shop (or industry) that has consistently treated me (and lots of women) like a second class customer. Or almost worse, an industry or brand that tries to go out of their way to try to be inclusive (aka target our wallets), but miss the mark so far that it would be funny if it weren't so tragic. Heck, only a few years ago, a well-known brand launched a new assortment of women's fishing apparel and many of the tops had ruffles or pleats! WTF?!

Anyway as for the 50/50 campaign, yeah, it kind of rubs me the wrong way too.

 

[I'm not here]

Shall I publicly out them, LOL?! In 43 years of fly fishing, while no shop has outright refused to sell me gear, many have refused to acknowledge me or wait on me. Even after getting tired of waiting and directly asking for help, I have been repeatedly ignored or told to wait, while they greeted and immediately assisted newly arriving male customers, often ones that clearly have never been in the shop before. After such treatment, I have walked out of more shops than I can count.

I have been told by most people that I am friendly, approachable and easy-going yet sometimes the looks I have gotten made me look in the mirror to be sure I hadn't turned into Frankenstein without me knowing it. And it's not like I go into shops dressed like I am going to the mall as I don't dress like that. 9.9 times out of 10, I am probably in jeans or fishing pants and a fishing shirt or T shirt. I have done a lot of self-reflection as it has happened too often and I want to be sure that it is not me. But other women anglers I know report the same thing so I am pretty sure it's not just me. Still, I try to be sure that I have a smile and pleasant attitude when I walk in a shop, which I most likely do anyway.

While things have gotten better in 43 years, this stuff still happens and in the best of shops, including in Orvis shops. Maybe they should hire me to be a mystery shopper, LOL! In some ways, with the advent of all the social media wanna-be famous on Instagram bro-brahs, it has gotten worse but I suspect many male customers get arrogant, condescending treatment from them too.

Sure, sometimes I do get help and friendly prompt assistance. But even today, too often when a staff person comes over to help me, I still get the "is this for your husband?" bullshit - even when I am dressed in fishing clothes! Or the other one I love is "we use this for fly fishing/fly tying, what are you going to use it for?". Seriously, even flies - as in, "We use these to catch fish. What are you going to use them for?". 'To shove up your condescending ass' passes through my mind but not my lips.

Then there is always the assumption that I am "thinking about getting into fly fishing?" or "let me show you some of our beginner rods" type of crap. Or the ones that proudly declare " we have a women's intro to fly fishing class coming up". I have worked retail and one of the main rules is to make no assumptions. The guy who looks like a bum could be a millionaire (or Fred Becky, RIP) so don't make any assumptions. Clearly, based on my experiences and that of many women anglers I know, many fly shop employees need a lot more training.

So, I vote with my wallet. I have lots of gear. Not one single rod, reel, pair of waders or boots has been purchased in a shop at MSRP. Sure part of it is because I am a bargain shopper but also because I'd rather buy used then to support a shop (or industry) that has consistently treated me (and lots of women) like a second class customer. Or almost worse, an industry or brand that tries to go out of their way to try to be inclusive (aka target our wallets), but miss the mark so far that it would be funny if it weren't so tragic. Heck, only a few years ago, a well-known brand launched a new assortment of women's fishing apparel and many of the tops had ruffles or pleats! WTF?!

Anyway as for the 50/50 campaign, yeah, it kind of rubs me the wrong way too.

Damn Freestone that's insane

 

[Dan Page]

Over the top, about creating a profitable image.

 

[blackbird]

I think the ad is making an intentional effort to provoke and go viral.
worked here.
Now we have all seen the ad
j

 

[blackbird]

Shall I publicly out them, LOL?! In 43 years of fly fishing, while no shop has outright refused to sell me gear, many have refused to acknowledge me or wait on me. Even after getting tired of waiting and directly asking for help, I have been repeatedly ignored or told to wait, while they greeted and immediately assisted newly arriving male customers, often ones that clearly have never been in the shop before. After such treatment, I have walked out of more shops than I can count.

I have been told by most people that I am friendly, approachable and easy-going yet sometimes the looks I have gotten made me look in the mirror to be sure I hadn't turned into Frankenstein without me knowing it. And it's not like I go into shops dressed like I am going to the mall as I don't dress like that. 9.9 times out of 10, I am probably in jeans or fishing pants and a fishing shirt or T shirt. I have done a lot of self-reflection as it has happened too often and I want to be sure that it is not me. But other women anglers I know report the same thing so I am pretty sure it's not just me. Still, I try to be sure that I have a smile and pleasant attitude when I walk in a shop, which I most likely do anyway.

While things have gotten better in 43 years, this stuff still happens and in the best of shops, including in Orvis shops. Maybe they should hire me to be a mystery shopper, LOL! In some ways, with the advent of all the social media wanna-be famous on Instagram bro-brahs, it has gotten worse but I suspect many male customers get arrogant, condescending treatment from them too.

Sure, sometimes I do get help and friendly prompt assistance. But even today, too often when a staff person comes over to help me, I still get the "is this for your husband?" bullshit - even when I am dressed in fishing clothes! Or the other one I love is "we use this for fly fishing/fly tying, what are you going to use it for?". Seriously, even flies - as in, "We use these to catch fish. What are you going to use them for?". 'To shove up your condescending ass' passes through my mind but not my lips.

Then there is always the assumption that I am "thinking about getting into fly fishing?" or "let me show you some of our beginner rods" type of crap. Or the ones that proudly declare " we have a women's intro to fly fishing class coming up". I have worked retail and one of the main rules is to make no assumptions. The guy who looks like a bum could be a millionaire (or Fred Becky, RIP) so don't make any assumptions. Clearly, based on my experiences and that of many women anglers I know, many fly shop employees need a lot more training.

So, I vote with my wallet. I have lots of gear. Not one single rod, reel, pair of waders or boots has been purchased in a shop at MSRP. Sure part of it is because I am a bargain shopper but also because I'd rather buy used then to support a shop (or industry) that has consistently treated me (and lots of women) like a second class customer. Or almost worse, an industry or brand that tries to go out of their way to try to be inclusive (aka target our wallets), but miss the mark so far that it would be funny if it weren't so tragic. Heck, only a few years ago, a well-known brand launched a new assortment of women's fishing apparel and many of the tops had ruffles or pleats! WTF?!

Anyway as for the 50/50 campaign, yeah, it kind of rubs me the wrong way too.

I always appreciate the perspective you bring.
its illuminating.
j

 

[dust in the wind]

Shall I publicly out them, LOL?! In 43 years of fly fishing, while no shop has outright refused to sell me gear, many have refused to acknowledge me or wait on me. Even after getting tired of waiting and directly asking for help, I have been repeatedly ignored or told to wait, while they greeted and immediately assisted newly arriving male customers, often ones that clearly have never been in the shop before. After such treatment, I have walked out of more shops than I can count.

I have been told by most people that I am friendly, approachable and easy-going yet sometimes the looks I have gotten made me look in the mirror to be sure I hadn't turned into Frankenstein without me knowing it. And it's not like I go into shops dressed like I am going to the mall as I don't dress like that. 9.9 times out of 10, I am probably in jeans or fishing pants and a fishing shirt or T shirt. I have done a lot of self-reflection as it has happened too often and I want to be sure that it is not me. But other women anglers I know report the same thing so I am pretty sure it's not just me. Still, I try to be sure that I have a smile and pleasant attitude when I walk in a shop, which I most likely do anyway.

While things have gotten better in 43 years, this stuff still happens and in the best of shops, including in Orvis shops. Maybe they should hire me to be a mystery shopper, LOL! In some ways, with the advent of all the social media wanna-be famous on Instagram bro-brahs, it has gotten worse but I suspect many male customers get arrogant, condescending treatment from them too.

Sure, sometimes I do get help and friendly prompt assistance. But even today, too often when a staff person comes over to help me, I still get the "is this for your husband?" bullshit - even when I am dressed in fishing clothes! Or the other one I love is "we use this for fly fishing/fly tying, what are you going to use it for?". Seriously, even flies - as in, "We use these to catch fish. What are you going to use them for?". 'To shove up your condescending ass' passes through my mind but not my lips.

Then there is always the assumption that I am "thinking about getting into fly fishing?" or "let me show you some of our beginner rods" type of crap. Or the ones that proudly declare " we have a women's intro to fly fishing class coming up". I have worked retail and one of the main rules is to make no assumptions. The guy who looks like a bum could be a millionaire (or Fred Becky, RIP) so don't make any assumptions. Clearly, based on my experiences and that of many women anglers I know, many fly shop employees need a lot more training.

So, I vote with my wallet. I have lots of gear. Not one single rod, reel, pair of waders or boots has been purchased in a shop at MSRP. Sure part of it is because I am a bargain shopper but also because I'd rather buy used then to support a shop (or industry) that has consistently treated me (and lots of women) like a second class customer. Or almost worse, an industry or brand that tries to go out of their way to try to be inclusive (aka target our wallets), but miss the mark so far that it would be funny if it weren't so tragic. Heck, only a few years ago, a well-known brand launched a new assortment of women's fishing apparel and many of the tops had ruffles or pleats! WTF?!

Anyway as for the 50/50 campaign, yeah, it kind of rubs me the wrong way too.

I love when you set us guys straight! As though we know what the hell its like to go into a shop and be ignored as a lady. Thanks for sharing your perspective.

 

[Nick Clayton]

Thanks for the great post! I truly had no idea such things still happened.

The whole concept just cracks me up, knowing that you are tougher than most men I know when it comes to fishing, and could easily out fish about 99% of us.

I can just picture some part time fly shop douche acting like that to you, not knowing he's talking to someone who has most likely been fly fishing much longer, could fish circles around him, and would most likely stay out fishing in any cold and nasty weather long after he ran for the truck heater.

Shall I publicly out them, LOL?! In 43 years of fly fishing, while no shop has outright refused to sell me gear, many have refused to acknowledge me or wait on me. Even after getting tired of waiting and directly asking for help, I have been repeatedly ignored or told to wait, while they greeted and immediately assisted newly arriving male customers, often ones that clearly have never been in the shop before. After such treatment, I have walked out of more shops than I can count.

I have been told by most people that I am friendly, approachable and easy-going yet sometimes the looks I have gotten made me look in the mirror to be sure I hadn't turned into Frankenstein without me knowing it. And it's not like I go into shops dressed like I am going to the mall as I don't dress like that. 9.9 times out of 10, I am probably in jeans or fishing pants and a fishing shirt or T shirt. I have done a lot of self-reflection as it has happened too often and I want to be sure that it is not me. But other women anglers I know report the same thing so I am pretty sure it's not just me. Still, I try to be sure that I have a smile and pleasant attitude when I walk in a shop, which I most likely do anyway.

While things have gotten better in 43 years, this stuff still happens and in the best of shops, including in Orvis shops. Maybe they should hire me to be a mystery shopper, LOL! In some ways, with the advent of all the social media wanna-be famous on Instagram bro-brahs, it has gotten worse but I suspect many male customers get arrogant, condescending treatment from them too.

Sure, sometimes I do get help and friendly prompt assistance. But even today, too often when a staff person comes over to help me, I still get the "is this for your husband?" bullshit - even when I am dressed in fishing clothes! Or the other one I love is "we use this for fly fishing/fly tying, what are you going to use it for?". Seriously, even flies - as in, "We use these to catch fish. What are you going to use them for?". 'To shove up your condescending ass' passes through my mind but not my lips.

Then there is always the assumption that I am "thinking about getting into fly fishing?" or "let me show you some of our beginner rods" type of crap. Or the ones that proudly declare " we have a women's intro to fly fishing class coming up". I have worked retail and one of the main rules is to make no assumptions. The guy who looks like a bum could be a millionaire (or Fred Becky, RIP) so don't make any assumptions. Clearly, based on my experiences and that of many women anglers I know, many fly shop employees need a lot more training.

So, I vote with my wallet. I have lots of gear. Not one single rod, reel, pair of waders or boots has been purchased in a shop at MSRP. Sure part of it is because I am a bargain shopper but also because I'd rather buy used then to support a shop (or industry) that has consistently treated me (and lots of women) like a second class customer. Or almost worse, an industry or brand that tries to go out of their way to try to be inclusive (aka target our wallets), but miss the mark so far that it would be funny if it weren't so tragic. Heck, only a few years ago, a well-known brand launched a new assortment of women's fishing apparel and many of the tops had ruffles or pleats! WTF?!

Anyway as for the 50/50 campaign, yeah, it kind of rubs me the wrong way too.

 

[Guest]

Freestone.

How you and other women were treated at fly fishng shops was, well frankly, just f'ing stupid. It not only was counter to every principal of sales, it demonstrates a complete absence of common sense.

It reminded me of the shopping scene in Pretty Woman.

I'm very sorry you were treated this way. I would love to be present if you decide to ask for the manager, show him your credit card and tell him he's never going to get a penny of yours.

 

[Ryan Janos]

Shall I publicly out them, LOL?! In 43 years of fly fishing, while no shop has outright refused to sell me gear, many have refused to acknowledge me or wait on me. Even after getting tired of waiting and directly asking for help, I have been repeatedly ignored or told to wait, while they greeted and immediately assisted newly arriving male customers, often ones that clearly have never been in the shop before. After such treatment, I have walked out of more shops than I can count.

I have been told by most people that I am friendly, approachable and easy-going yet sometimes the looks I have gotten made me look in the mirror to be sure I hadn't turned into Frankenstein without me knowing it. And it's not like I go into shops dressed like I am going to the mall as I don't dress like that. 9.9 times out of 10, I am probably in jeans or fishing pants and a fishing shirt or T shirt. I have done a lot of self-reflection as it has happened too often and I want to be sure that it is not me. But other women anglers I know report the same thing so I am pretty sure it's not just me. Still, I try to be sure that I have a smile and pleasant attitude when I walk in a shop, which I most likely do anyway.

While things have gotten better in 43 years, this stuff still happens and in the best of shops, including in Orvis shops. Maybe they should hire me to be a mystery shopper, LOL! In some ways, with the advent of all the social media wanna-be famous on Instagram bro-brahs, it has gotten worse but I suspect many male customers get arrogant, condescending treatment from them too.

Sure, sometimes I do get help and friendly prompt assistance. But even today, too often when a staff person comes over to help me, I still get the "is this for your husband?" bullshit - even when I am dressed in fishing clothes! Or the other one I love is "we use this for fly fishing/fly tying, what are you going to use it for?". Seriously, even flies - as in, "We use these to catch fish. What are you going to use them for?". 'To shove up your condescending ass' passes through my mind but not my lips.

Then there is always the assumption that I am "thinking about getting into fly fishing?" or "let me show you some of our beginner rods" type of crap. Or the ones that proudly declare " we have a women's intro to fly fishing class coming up". I have worked retail and one of the main rules is to make no assumptions. The guy who looks like a bum could be a millionaire (or Fred Becky, RIP) so don't make any assumptions. Clearly, based on my experiences and that of many women anglers I know, many fly shop employees need a lot more training.

So, I vote with my wallet. I have lots of gear. Not one single rod, reel, pair of waders or boots has been purchased in a shop at MSRP. Sure part of it is because I am a bargain shopper but also because I'd rather buy used then to support a shop (or industry) that has consistently treated me (and lots of women) like a second class customer. Or almost worse, an industry or brand that tries to go out of their way to try to be inclusive (aka target our wallets), but miss the mark so far that it would be funny if it weren't so tragic. Heck, only a few years ago, a well-known brand launched a new assortment of women's fishing apparel and many of the tops had ruffles or pleats! WTF?!

Anyway as for the 50/50 campaign, yeah, it kind of rubs me the wrong way too.

Good on ya not slagging anyone directly. I'd have been tempted. But... this might be an opportunity to share with us an instances of positive service you've received. I'd certainly like to know which shops women anglers prefer to patronize. I'd like to know what direction to send my wife and friends, and by omission which shops to pass on. Thanks for sharing.

 

[Jojo]

Before reading these comments my very first thought is that the guy on the phone is reading a script. The inflection in his voice doesn't match his message. So what is Orvis trying to do here except gain attention for a douchebag knowing that most men will not agree with the caller's message. Seriously in this day?

I've not been fly fishing as long as you @Freestone and i would be so pissed if i were you being treated that way since you know more than they do. And this STILL happens to you? Wow.

My experience at the Morning Hatch in Tacoma was mostly always a good one, but not right away. There was one guy there who i felt was condescending (can't remember his name). But I kept going back and eventually bought my Sage fly rod, waders, flies, fly tying material (when i tried tying for awhile) etc. Gary, the owner taught me how to tie on my fly using a swirl knot. The other Gary who worked there helped me repair a hole in my waders. Mike was always ready with advice on which fly to use on the Yakima. And the other Michael taught me how to cast. I was really sorry when the place closed. I would have tried to get a post retirement job there so i could learn more.

It's been awhile and I've only been a couple of times (since I don't fish as often) but the owner of the Puget Sound Fly Shop was great to talk to about fly fishing when i went there to buy waders for my husband's birthday.

i know it's rare to see women fly fishing and certainly the ratio of women to men fly fishing is not 50-50, but i think women are past where we need to be championed for doing something that men do more. It should just be a given. It's a little bit like how in Hollywood the make movies about racism, but so often the message is made by having a white hero who makes it all better for the minority.

P.S. And i am going to say this one more time and stop so it won't seem like i doth protest too much....i did not start flyfishing because of that Brad Pitt movie!

 

[Guest]

P.S. And i am going to say this one more time and stop so it won't seem like i doth protest too much....i did not start flyfishing because of that Brad Pitt movie!

Jojo. There were a LOT of men who were asking for casting instruction back then in the early to mid 1990s. Many of them were intrigued with Jason Borger's shadow casting which was all show-Hollywood BS.

Early on I read an interview of Melissa Etheridge who taught Pitt to cast a fly rod on her swimming pool which prepped him for auditioning for the film. I always thought THAT was the reason women got interested in fly fishing, NOT because of Pitt.

 

[Salmo_g]

Weird video. The male voice recording comes across as maligned and totally fake. And I don't want to encounter in your face attitude from any fellow angler, male or female. Seems like Orvis has put a lot of effort into a non-issue.

As for the treatment, or lack of, that Freestone has experienced in fly shops, I can think of a couple reasons. First and foremost, there are a lot of stupid men, and it's not limited to retail businesses. Freestone should not infer ill intent where simple stupidity explains the situation. Second, insecure men are intimidated by confident, independent women like Freestone. That's not a good reason for a retail shop guy not to wait on her, but it might explain for some of the retail guys who actually aren't stupid for choosing to not wait on her.

I don't want to work in retail, but if I did, I would prefer to wait on a customer like Freestone, and not just because she's cute (looks just like her avatar) with a charming personality. She's intelligent and far more interesting to talk to about fishing and most anything else than the average trout bum who frequents fly shops. I'd likely get more tips about the local fishing scene from her rather than the other way around. I'm bothered that some shop idiots would choose to ignore her.

 

[Freestone]

...It reminded me of the shopping scene in Pretty Woman... I would love to be present if you decide to ask for the manager, show him your credit card and tell him he's never going to get a penny of yours.

Trapper, thanks, that video clip wasn't far off! After a lifetime of participating in and working in male dominated industries, I have developed a thick skin fortunately. If any shop saw the collection of gear that I have (and didn't buy from them), they'd probably cry. But when I do get treated like any customer should, I always make a point to buy some flies or something, even if I don't need them. I am not, by nature, a confrontational kind of person, so I am unlikely to complain to the owner. Whenever I have asked to speak to a manager in any store or restaurant, it is always to give positive feedback about a good employee! Many people say I am a bit of a Pollyanna and even my ex-fiancé still says I am the kindest, nicest person he's ever known so it is just not like me to get all up in someone's face. However, being soft-hearted doesn't mean that I am soft-headed so I just walk if I am treated poorly.

I have often wondered how much of the lack of female anglers is due to the treatment we sometimes get in fly shops. Same with beginner men. Going into a fly shop can be intimidating for beginners, even more so if they don't get treated properly. I have often wondered what would happen to fly shop sales if they employed a few knowledgeable women. While some guys may not want to take advice from a women, in my experience, it was usually just the opposite. When I worked in a shop, I repeatedly saw male customers who did not want to ask my male co-workers a question and as soon as the co-worker was busy with someone else, they'd sneak over to me and quietly ask their questions. This was especially true of beginning fly anglers and I sold a lot of gear. And usually, I sold them lower priced gear than their buddy sent them into buy as they could actually cast the softer mid-priced rods better. Some men admitted it was far less intimidating to ask me, even though my 2 main co-workers were sweet guys and I never experienced them being condescending or arrogant.

So, maybe Orvis should have started the 50/50 thing by ensuring gender parity in their shops! I travel a lot for business and have stopped in many Orvis stores. I don't recall ever seeing a woman working in the fly shop section. Actually, off the top of my head, the only shop I can ever remember seeing a female employee in was a few years ago at the Avid Angler. And I am not picking on Orvis; its ad is just the topic of this post.

To get an idea about how important it can be to see someone like you when you go into a shop (or pick up a magazine, etc), imagine that you want to take up knitting. Now imagine walking into a yarn store filled with women clerks and women customers. They all turn and stare at you. When someone approaches you, they ask if you are buying something for your wife. You are likely feeling awkward about being in there and ackward about wanting to take up a "female" past-time so this isn't helping. You tell them that no, you want to try it and they respond by making a big deal of it or by being condescending. Depending on how the next few minutes go, you may leave empty-handed and never take up knitting. Now imagine the same scene except this time you go in and see a male clerk or two, in addition to the women. The guy looks like any normal helpful retail guy and is helping both male and female customers. My guess is that for many newbie male knitters entering the store for the first time, it would make a little difference.

Any store or brand that wants to increase the percentage of female customers should lead by example and first start with their own staff. And to be clear, I am not talking about hiring clueless, cute young things as window dressing but women as knowledgeable and proficient as their male employees.