50/50 on the Water

Fly Fishing is a male dominated industry. Most guide and outfitters are men, not because women are not capable of guiding at a high level, but historically, fly-fishing has attracted more males than females. Yellow Dog however, is attempting to combat this phenomenon by employing many experienced former female guides to their sales team. Many larger companies such as Orvis and Patagonia have started advertising using female guides and outfitters to encourage more women to get into the sport and Yellow Dog has attempted to extend this sentiment into the world of fly-fishing travel. Many of Yellow Dog’s clients are women and it is often helpful for them to hear about a detonation from another woman.

Social Role Theory helps explain the phenomenon that many men in the fly fishing industry do not think that a woman is an expert on fly fishing. This come from the industry being historically male dominated. This assumption is completely false and Yellow Dog employs some of the most tough and fishy individuals in the fly fishing world, many of whom are women. In order to combat these social role assumptions, Yellow Dog highlights these women in some of the most wild, remote and harsh conditions possible to show the fly fishing community that they are plenty capable and tougher and more rugged than many of Yellow Dog’s male clients. Still, it is apparent that fly fishing is a male dominated industry and many men want to keep it that way. Yellow Dog has struck a balance between highlighting their female employees adventures not solely because they are women, but because they are way more rugged than many men in the fly fishing world.