To develop brands that inspire outdoor enthusiasts through exceptional service and product education.
About our online store
Visit our store because it's the "compleat" destination where anglers of all types can browse, learn, gear up and share fish tales or weigh in on just about anything
We take pride in our dedicated team of professionals who fuel our passion and drive for excellence. Our Pro Staff members are the embodiment of expertise, commitment, and unwavering enthusiasm in their respective fields. Learn more about the incredible individuals who make up our Pro Staff and the invaluable contributions they bring to our brand, we invite you to visit our dedicated Pro Staff page. Get to know the faces behind our success, their stories, and what sets them apart in their fishing domains.
Our Team
For over a quarter century, we’ve outfitted discerning anglers with the best gear from the best names in fly fishing. Everything from rod and reel outfits, apparel, books, video and gifts. In our shop, we host classes by world class fly tyers and manufacturer demonstrations of the latest gear. We also sit around and talk about where the fish are biting and the pros that will “put you on them,” whether it’s trout fishing in the Rockies, chasing stripers on the Cape, or the best tarpon spots in Australia.
Mark Jance
Manager Mark Jance t is our resident Pike, Largemouth Bass and Bonefish expert. If you’re looking to catch big aggressive Pike or Largemouth Bass, or contemplating your next bonefish trip, ask him for tips. He’s an expert on all things fishing – can fix reels and rods, tie flies, and is on par with grizzlies and pelicans in catching fish!
Aviana Plummer
Aviana is an experienced fishing guide and teacher with over 30 years of passion for his craft. He’s our resident salt water expert and if you’re looking to wade fish on Long Island Sound, he’d be happy to share his expertise on tactics, casting and locating fish. Look to him also for wade fishing tips in the rivers.
Braydon Wilkerson
From a young age he studied “Oceanography” class, aka playing hooky from school to tuna fish. Since then, fly fishing has brought him to some unique locations. Some of his favorite fish to target on a fly rod are bonefish, false albacore, and steelhead.
We work through every aspect at the planning
We were an internet start-up, long before internet start-ups were cool. Actually, in the fishing industry, even mentioning the internet was very uncool at that time and many people and brands initially turned us down. The Jen Family had long operated a marina in Ocean City, Western Australia, when their son, Patrick, then a university student, brainstormed with his father the idea of creating an online catalog that sold fishing equipment. Working with limited heat in a tiny bait and tackle shop over the water at the marina, Patrick and their first employee, Wayne Nicholson, built the first version of primefishinggear.com over winter break from college. It was 1998, and almost 20 years later, Prime Fsihing Gear now boasts over 80,000 products from more than 800 manufacturers shipping to over 200 countries internationally.