Angling Direct reaps rewards as finfluencers reel in new generation of anglers

A surge in social media activity by so-called fishing “finfluencers” is behind a remarkable uptick in Angling Direct’s performance, drawing a younger audience to Britain’s riverbanks and driving the retailer’s revenues higher. The London-listed specialist in rods, lines and tackle has experienced over 30 million views on its YouTube outlet, ADTV, which blends light-hearted content with practical fishing masterclasses suitable for both seasoned anglers and those just starting out.

Much of the channel’s popularity hinges on personalities such as Amanda Hook, a photographer whose recent video chronicled her energetic pursuit of chub on the River Waveney. Moments of struggle, humour, and eventual success have helped cement the channel’s status within the angling community. This fresh approach has coincided with significant business growth—a half million fishing enthusiasts have now signed up to the Angling Direct loyalty programme, pushing group revenues up by 17 per cent to £53.6 million in the first half of the year.

Online revenues soared by 20 per cent, reaching £20 million for the period, as customer numbers swelled rather than order values. Shopfront operations also benefitted from this enthusiasm, with total shop sales posting a 15 per cent rise to £30 million. Angling Direct now operates 55 shops across England and Wales, targeting fresh openings in places such as Barnsley and Chester, where active fishing communities and programme members are concentrated.

The link between online engagement and in-store visits is clear, with shop staff—often accomplished local anglers themselves—on hand to offer expert guidance and allow customers to get a feel for the kit. Martyn Page, who set the business in motion in Norfolk in 2004 after launching his first shop in 1986, has seen Angling Direct become the country’s largest fishing retailer.

Investor confidence followed suit, with shares climbing 6.7 per cent by the close on Wednesday after the group reiterated its expectation of meeting market forecasts of £97.7 million for the year. Chief executive Steve Crowe stated that robust customer interest, fostered by the loyalty club, continues to bolster both store and online performance, giving the board strong grounds for optimism.