Ruby River, Montana. PC: Bryan Gregson

Thrown for a Loop

The press release arrived October 4, 2024: “Cox Enterprises Acquires Loop Tackle.” Atlanta-based Cox Enterprises Inc. is a 127-year-old, privately held, global media and automotive empire worth around $30 billion. Its purchase of a relatively small European flyfishing brand seemed odd. But, free country and all that.

Bruun (L) and Pallot, smallmouth fishing in Wisconsin. August, 2025.

A Flip Fable

Stan Beaulier’s pickup, towing a five-owner Clacka, idles by the Grand Motel’s parking lot, which is occupied by our ancient gang-of-four fly-gear fiddlers. A fine young guide, Stan wears sandals for shoe-demanding river bottoms and is frequently laughing while spouting common and Latin names of Wisconsin’s eleven native turtles, cardinal flowers, and five different redhorse species known only to McClane’s.