It has always felt like the fly fishing industry lags behind major consumer sectors in adopting digital transformations. I guess it is part of the industry's personality, rooted in tradition and slow to embrace change. We saw it with YouTube. While gaming, fashion, and fitness exploded on the platform in the early 2010s, fly fishing content took years to gain momentum. The same happened with social media. By the time people realized short-form videos were dominating Instagram, they were already mainstream.