This blog is coming to you as I sit in Stansted Airport, London. After a busy few days in London attending workshops and then visiting Denmark, the home of the Salmologic Headquaters to discuss 2019. Whilst there I had the pleasure of hosting Henrik Mortensen on the podcast, that alone was worth the trip, I wish you could have really experienced the passion that Henrik conveyed right there in the room, if only you could bottle it and I know for sure that absolutely everyone will have gained something from last nights epsidode, regardless of your skill level.
So this blog might seem like a ‘pitch’ or an attempt to promote a product, I can assure you, this is not the reason for the writing. I wanted to share my own experiences with Henrik, Mette and Salmologic, an inside look at what its like to be a Salmologic ‘partner’. This is only the second time I have visited them in Denmark, despite being invited many more times, but its clear that every time I get myself organised and take them up on the offer it has a huge impact on me, which I can then share on. I have already mentioned the passion, this is evident in absolutely everything Salmologic does and I mean everything! I can not think of another brand in this industry that is so personally involved with every minute detail. Everything is considered, during the pre season sales meeting where Henrik was showing me next seasons products (no, I will not be disclosing details) we looked at a product every angler has, they use it every day on the water, its very simple, but so overlooked by everyone else. As mentioned on the podcast, most companies just want the product to perform well on a sales sheet, Salmologic took this simple, overlooked product, applied a bit of practical thinking, how its used when out on the water and drastically changed the shape and function to make it as user friendly and as efficient as possible.
Do you know that in five years of partnership we have never discussed sales figures, not once. A phone call or an email that started off discussing a product or some fly fishing tactics can quickly go anywhere, you wouldn’t believe some of the random topics that come up, this approach is not the norm across the industry. Shops are constantly bombarded with emails from suppliers, trying to get more sales through the books, discounts, promotions and then tackle shops being left with stock that is worthless because it has been discounted in another country, this is what’s killing a lot of the small tackle shops out there. Salmologic broke the norm, the product is created before the price. Did you see that huge advertising spread from Salmologic in this months fishing magazine? No? Thats right, you wont find it, the products are so well designed, so much thought has went in to them that they do not need advertised.
Now you might look at some of the Salmologic products and think they are just the same as everyone else’s, all companies ‘make’ rods, reels, lines and leaders, but you couldn’t be further from the truth. There is no other company out there at the moment, that i can think of, that truly offers the customer with an out of the wrapper solution, a proper ‘ready to go’ system. I have said this many times, why is Salmologic the only company offering this solution? its simple, it makes sense, its easy for the customer and more importantly its actually fair on the customer. It’s when Henrik opens up slightly and allows you a glimpse into his design philosophy that you realise the others are just not in the same league, there is just so much involved with fly fishing tackle design that most simply don’t have the time, experience and knowledge to do it in the same way. This week Henirk let me have a look at just one of the many aspects that goes into the line design, in my naivety I even tried to make sense of what I was looking at, I thought for a moment I had it only to be proved otherwise. You could try copying his line profiles all you wanted, but without the details, they would never be the same. Believe me, there are a lot of copies, but they will always just be copies.
I could keep writing more stories, evidence and add example after example. What sets this brand apart from the rest for me is that they really focus on the fishing, there’s a reason behind every product, each item has a specific task, was created for that specific task and when used in the environment it was designed for then nothing comes close. This is ‘fishing’ tackle, the focus is on the fishing and not just adding another few feet to your cast. It’s the reason I fish with it myself, when I do get some time on the water to myself I do not want to waste the moment, I put together the system that Salmologic provide and I know it is 100% balanced, then I can focus on the fishing.