{"id":32516,"date":"2026-04-17T07:00:00","date_gmt":"2026-04-17T05:00:00","guid":{"rendered":"https:\/\/flyfishing-blog.com\/flyfishing-blog.com\/?p=32516"},"modified":"2026-04-12T15:11:24","modified_gmt":"2026-04-12T13:11:24","slug":"new-guideline-ceo-why-we-are-targeting-us-market-again","status":"publish","type":"post","link":"https:\/\/flyfishing-blog.com\/flyfishing-blog.com\/2026\/04\/17\/new-guideline-ceo-why-we-are-targeting-us-market-again\/","title":{"rendered":"New Guideline CEO: Why we are targeting US market again"},"content":{"rendered":"

One of Europe\u2019s top fly fishing brands is making its third attempt to establish a foothold in the US market with its new CEO insisting the timing may not be not ideal \u2013 thanks to tariffs and import issues \u2013 but the company\u2019s set-up and organisation is better prepared.<\/strong><\/p>\n

Guideline, the Norwegian company with markets across Europe, Canada and New Zealand, first attempted to enter the notoriously difficult, but lucrative US market 15 years ago and by the company\u2019s own admission \u2018lost a lot of money.\u2019<\/p>\n

 <\/p>\n

\"Espen<\/p>\n

 <\/p>\n

Espen Myhre, who was appointed CEO earlier this year after 18 years with the group, told Angling International: \u201cYou learn from your mistakes, adapt and adjust. We are a more mature company now, have built an e-commerce platform and established our own subsidiary, Guideline Flyfish Inc, in the US.”<\/p>\n

\u201cTogether with great colleagues, changing consumer behaviour, social media, scalable IT systems and an effective supply chain, the timing is right. The market is approximately seven times larger than Europe so it represents a significant opportunity \u2013 too large not to pursue.\u201d<\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

\u201cFor more than 30 years, Guideline has helped shape the fly fishing market in Scandinavia and Europe by being innovative and driving trends. We offer a different approach to fly rod actions, particularly in double-hand rods and shooting heads, which are a big part of our history.<\/p>\n

\u201cMore recently, we are shaping trends such as Euronymphing and especially with our Ultra Light Scandi (ULS) fly rods and lines \u2013 a truly unique casting and fishing experience. Combined with our Scandinavian design and a strong focus on responsible production and recycled materials that minimise environmental impact, we offer the North American market a distinct alternative.\u201d<\/p>\n

Myhre explained that the company\u2019s business model will entail building a strong online presence, working closely with ambassadors and professional guides alongside collaborating with a select number of key dealers, such as Yellowstone Angler, and Guideline\u2019s US Service Centre in cooperation with South Branch Outfitters.<\/p>\n

Myhre admits that the venture is not without its challenges. \u201cApart from import duties and tariffs, the main hurdle is building the same level of brand recognition that we have across the European market. It\u2019s not a sprint \u2013 it\u2019s a marathon. Our initial focus is to learn and build awareness across the diverse fisheries in the US.<\/p>\n

\u201cReaching American anglers will be a priority and we will do this through close customer connections, social media, loyalty programmes and through professional guides who will act as ambassadors on the ground. We will focus on telling the story of Guideline and our products. We trust in our DNA and Scandinavian heritage.\u201d<\/p>\n

 <\/p>\n

\"Reaching<\/p>\n

 <\/p>\n

Guideline has appointed Max Kantor, a highly experienced professional with a deep knowledge of the fly fishing scene both in the US and internationally, as its Country Manager. Adds Myhre: \u201cTogether with the Guideline team and our scalable drop-shipment e-commerce platform, we are well positioned to take on these challenges. Long-term, the plan is to position Guideline as a strong player in the region and grow a profitable business. If we achieve even half of the market share that we have in Europe, we will be thrilled.\u201d<\/p>\n

Guideline\u2019s efforts to break the US market is part of its journey to become a global brand. \u201cWith our worldwide e-commerce platform, we can deliver products to any fly fisher wherever they are,\u201d said Myhre.<\/p>\n

Following a tough 2024 and 2025 for Guideline, which saw it build and implement a new IT platform from scratch, Myhre says that the company is now in a better position. \u201cWe are experiencing 25% growth and look forward to continued progress.<\/p>\n

 <\/p>\n

\"Following<\/p>\n

 <\/p>\n

\u201cWe have some fantastic new products this year, waders, fly reels, rods, lines and apparel that have just hit the shelves, so we are confident and optimistic for the rest of the year.\u201d<\/p>\n

Norwegian Myhre \u2013 a passionate fly fisherman since childhood \u2013 has worked with Guideline since his family company bought Guideline in 2008 and led sales, marketing, supply chain, purchasing and product development before becoming CEO of the Guideline Group this year.<\/p>\n

 <\/p>\n

Source: https:\/\/angling-international.com\/<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

One of Europe\u2019s top fly fishing brands is making its third attempt to establish a foothold in the US market with its new CEO insisting the timing may not be not ideal \u2013 thanks to tariffs and import issues \u2013 but the company\u2019s set-up and organisation is better prepared. Guideline, the Norwegian company with markets […]<\/p>\n","protected":false},"author":1,"featured_media":32508,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[42,2],"tags":[3927,355],"class_list":["post-32516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","category-product-news","tag-angling-international","tag-guideline"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t