About Us

REEL Fly Fishing: A Journey Fueled by Passion

Born from a deep-seated love for fly fishing, REEL Fly Fishing emerged from the heart of South Africa, driven by the vision of Shaun Carstens, the owner and designer. What started as a personal dream has evolved into a thriving business dedicated to making fly fishing both accessible and affordable, without compromising on quality or innovation.

Our Story

In March 2017, after extensive conception, design, testing, and refinement, we launched our range of fly fishing rods, reels, and lines online. The response was overwhelmingly positive, quickly establishing us as a favorite among South African fly anglers. Since then, our products have been tested and praised by The Complete Fly Fisherman, local and international guides, and enthusiastic fly fishermen worldwide.

Our Physical Store

Recognizing the need for a physical presence, we opened our first showroom in Johannesburg in late 2022. This space allows us to offer a hands-on experience with our products, providing expert advice and a welcoming environment for both novice and seasoned anglers. We pride ourselves on our approachable, down-to-earth service, helping you find the right gear for your next adventure.

Global Partnerships and Local Expertise

We partner with top manufacturers globally, including in South Korea, Europe, the UK, Canada, Pakistan, PRC, the USA, and South Africa. Shaun personally designs and develops our fly rods and fly reels ensuring they meets ours and your high standards of quality and innovation.

Our APEX fly rods, for example, incorporate cutting-edge graphene technology—a first for local South African fly fishing brand.

The Origin II fly reels, another example have innovative frame and spool options to ensure you are covered for a multitude of occasions. 

Commitment to Quality

At REEL Fly Fishing, we stand behind our products with robust warranties and support. Most of our fly rods come with a 10-15 year support cycle, including spare sections for all models. This commitment reflects our dedication to quality, innovation, and affordability.

Our Passion

As an avid fly fisherman with a passion for design and innovation, Shaun leads our mission to advance the sport through the latest materials and technologies. With REEL Fly Fishing, you can trust that your gear is rigorously tested and crafted with the utmost care, ensuring you get the best experience on the water.

Our customers always come first, and making sure you are happy both on and off the water is of utmost importance to REEL Fly Fishing. 

When you choose REEL Fly Fishing, you’re choosing more than just gear—you’re joining a community and family that values expertise, quality, and the thrill of the sport.