About Us

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.


Responsible fly fishing

Flyfishing and nature form a close relationship. Read about how we do our utmost to preserve it in good condition. Read more

Since 1993, knowledge and passion have been reflected in each of our products. We are dedicated to meet the high expectations of the modern fly angler with lesser impact on nature, while giving rise to everlasting moments by the water.

Because, at the end of the day, It’s all about the experience.