About Guideline
Scandinavian fly fishing since 1993
Guideline is originally a Norwegian fly-fishing brand. We have been designing and developing our own fly-fishing equipment since 1991. The official establishment of our brand took place in 1993, marking a significant milestone in our evolution. From the first Guideline fly rods and our ground-breaking shooting heads introduced under the name Power Taper™, our product range has grown to include almost everything a modern fly angler desire.
In 2001 we established our Swedish office and expanded internationally. As of today, we proudly stand as one of Europe's notable fly tackle brands, serving a vast network of over 400 dealers spanning 35 countries worldwide. At the core of our philosophy is the "Clean All the Way" mission, which permeates our entire business model and product development.
Together with a constant search for eco-friendly materials and innovative product techniques, we take great pride in designing and developing all our tackle in-house from idea to prototype, testing and final production.
Guideline’s anchored values ensures that the products and services we are offering meet the customer’s requirements, standards, and expectations
What we care about
At Guideline, we care about having a clean nature, clean waters and healthy fish stocks. Having a sustainable business is crucial for us, in order to keep doing what we love and keep the planet in the way we want it to be, generations to come. When you buy a Guideline product, you can be sure that we have done everything we can to minimize our footprint by using environmentally friendly materials and production techniques. We also support ethical working conditions, and therefore carefully choose what factories we work with.
What we commit to
At Guideline, we take responsibility from start to finish. It is important for us that every customer feels satisfied with both our product, but also our services. We are focused on making ourselves available, sharing our knowledge and experience, as well as guiding each and every customer to find the right products. We want to be good role models for the fly fishing community, and act professionally.
We live our brand
The Guideline brand is built upon our passion. Within our team, the shared love for fly fishing is reflected in everything we do. From the products we design, to the workplace we go to. We value our Scandinavian heritage, values and our close connection to nature. Our ambition is to inspire others to spend time outdoors and go fly fishing.
We are team players
Within the Guideline brand, we value a strong team, and therefore we need to act as team players. We always want to include, welcome, support and respect each other. Our knowledge and experience is shared, and we are growing together both as a team and as individuals. We are part of One Guideline.
Here are some Guideline Product Milestones developed over the years
1991
First Fly Line developed with Teeny
1993
Guideline Fly Lines (WF + Shooting heads), Fly rods (SH & DH) & the first Shooting Line (LRL)
1995
First Guideline Waders, Reel and the launch of Power Taper™
1996
Guideline Breathable Waders
1997
Guideline Wading Jacket
2000
Power Taper™ Float/Sink, Guideline Tippets & Leaders
2001
Guideline Bags & Packs
2002
Double Densitiy Fly Lines (Power Taper™), Drifter Belly Boat
2003
The first LPXe Fly Rod Series
2005
Multi-Tip Shooting Head System DDC Connect, First Soft Shell Jacket
2008
Pre-looped Fly Lines. Waders with Waterproof Zipper
2010
Triple Density Shooting Heads. LPXe Switch Rods with extendable rear grip
2011
Primaloft Jackets
2013
Alta Wader with Sonic Welded Seams. Nano technology in the Reaction FRS. Compact Shooting Heads
2015
6-piece Lxi Double Hand Fly Rods, Ultra Compact Shooting Heads
2017
4-Density (4D) Multi Tip Fly Lines
2018
UItra Light Scandi Fly Lines (ULS 3D+)
2019
All Waders and Jackets free from Fluorocarbon
2020
Elevation – The world’s first eco friendly fly rod
2021
Women’s Waders & Fishing Jacket launched (Laerdal)
2022
LPX Rod series (Chrome, Tactical, Coastal, Nymph, Predator)
2023
NT11 Fly Rods, made with T1100-material used in the space industry
2024
NOVA Fly reel: the world’s first completely recycled fly reel, with no single-use plastics