Salmonfly Survival in Western Rivers and Why It Matters
At the recent Madison River Valley event hosted by the Madison River Foundation, vital research was shared by Dr. Lindsey K. Albertson on the status and future of the giant salmonfly (Pteronarcys californica), a keystone insect whose survival in western rivers is critical. Here’s what we learned about its ecology, challenges and why salmonfly survival in western rivers matters to all of us. Why Salmonfly Survival in Western Rivers Is Critical The giant salmonfly (Pteronarcys Californica) is one of the most important aquatic insects in western North America’s rivers. These large stoneflies spend years underwater before emerging in early summer, providing a
What Do Hunting and Overlanding Have in Common?
At a glance, hunting and overlanding might seem worlds apart. One industry uses firearms, and the other involves vehicles that can withstand tough terrain. But in recent years, overlanding has evolved. The gear’s gotten more capable, the audience has grown more diverse and the mindset is increasingly self-reliant, purpose-driven and grounded in a respect for the land. All are values that mirror those long held by the hunting community. As outdoor enthusiasts, we’ve seen these two worlds overlap more than ever, on both a practical and philosophical level. Capabilities in Skills Overlanding: Mastering recovery, navigation and vehicle troubleshooting in the wild. Hunting: Reading terrain,
Riding the Current: AFFTA Confluence 2025 Recap from Boulder
Earlier this month, Boulder became the epicenter of fly fishing at the American Fly Fishing Trade Association’s Confluence 2025. The event was a true convergence of commerce, conservation and community. Here are four of our favorite takeaways: A Health Check on the Industry: Data That Tells a Story The outdoor economy is still trying to find its footing post-pandemic, and fly fishing shows signs of sustained strength. According to the 2024 TrackFly Spring Report, specialty channel sales in fly fishing rose +4% year-over-year, driven by: +0.6% growth in wading gear +4.7% in softgoods +12.1% in flies and +3.3% in fly tying, showing both core engagement
The Conversation Around Lead vs. Copper Ammo: A Closer Look at the Issue
At TREAD Agency, we are passionate about diving into topics that impact the outdoor and hunting communities. One issue at the forefront of conservation and hunting ethics is the use of lead ammunition. It's a complex subject, and we wanted to explore its history, impact and alternatives to help shed light on this ongoing debate. A Long History with Lead Let’s start with what we can all agree on: lead is toxic. While the dangers of lead were discovered as early as 2,000 B.C., it wasn’t until the 1970s that the U.S. banned its use in households. Yet, lead continues to be
How E-Commerce, Tech and New Hunters Are Transforming the Future of Hunting
The hunting industry is evolving, fueled by advancements in technology, the rise of e-commerce and a more diverse group of participants. As online platforms become the go-to for gear, hunters are embracing everything from trail cameras to GPS devices, transforming how they scout and prepare. At the same time, the growing presence of women, younger generations and urban dwellers is reshaping the culture, sparking new trends and innovations. The future of hunting is here, and here are three trends we are seeing: Growth in Hunting Equipment Sales Through E-commerce: In the rapidly evolving world of hunting, staying ahead of the curve is
Strengthening Connections: The onWater Fish and Warriors & Quiet Waters Partnership
In 2024, the outdoor fishing community witnessed an inspiring collaboration between onWater Fish and Warriors & Quiet Waters (WQW), two organizations dedicated to enhancing the lives of veterans through their shared passion for fishing. This partnership, which officially took flight in early 2024, highlights the power of community and the profound impact of connecting veterans with nature. onWater Fish: Revolutionizing Fishing Access onWater Fish is a groundbreaking app designed to enhance the fishing experience for anglers everywhere. By providing real-time maps, fishing conditions and a comprehensive database of water bodies, onWater Fish empowers users with the tools they need to make the
TREAD Agency Traction Series River Summit: Casting Lines in the “Last Best Place”
Nestled in the scenic beauty of Madison Valley Ranch in Ennis, Montana, the TREAD Agency Traction Series River Summit was a memorable event filled with enriching experiences. Let's dive deeper into the highlights of each day: Day 1: Setting the Stage The event commenced with warm introductions, setting a tone of camaraderie and anticipation. Attendees were treated to insightful presentations from Visit Southwest Montana and Public Land and Water Access, shedding light on the treasures of Montana's outdoors. The day transitioned into a vibrant happy hour, sponsored by YETI and Montucky, where attendees mingled over hors-d'oeuvres by renowned chef Tyler McManus. The