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Inspiring everyone to get outdoors and enjoy an exceptional fishing experience.

Our purpose is why we exist and helps us stay focused on our ambition.

We place great emphasis on creating a culture of supporting anglers and the future of angling. We want to play our part in looking after our planet, its environment, and its people.

Our vision is to provide the encouragement, advice and support so that our customers have everything they need to get the most from their fishing regardless of their background or ability.

To become Europe’s first choice fishing club through which all anglers can shop with confidence, seek advice, and be inspired.

Our ambition serves to focus our strategy and tactical business plans in the long-term interest of all stakeholders.

We have a strategy to become Europe’s largest fishing club by inspiring and delighting increasing numbers of customers, focusing on delivering sustainable profitable growth and enhancing local fishing communities. We will grow revenue, increase market share and generate sustainable healthy profits.

We will continue to develop a market leading customer-centric offering that delivers first class inspiration, advice, products and services through a convenient channel of our customers’ choosing. We will always act responsibly to further the benefits and sustainability of fishing.