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.

Whistler Flyshop is located in Whistler, B.C.

Whistler Flyfishing — Olympic Hopeful

Fly fishing has yet to gain traction in the wide world of Olympic-caliber “sports”—trampoline, rhythmic gymnastics, synchronized swimming, curling, ping pong, to name a few of our favorites—but that has not deterred Whistler Flyfishing owner Brian Niska from reaping rewards with the 2010 Games touching down on his home turf this week.