About Us

Built Around a Passion for the Outdoors.

Fish On! Custom Rods was founded on a simple but powerful belief: people who love the outdoors deserve gear, apparel, and lifestyle products that match that passion. What started as a specialty fly fishing outfitter — born in a garage, built on family values — has grown into a comprehensive outdoor lifestyle destination serving anglers, adventurers, and outdoor enthusiasts locally in Little Rock, nationally, and internationally.

We are a small, family-owned business at heart, and that culture has never left us. The same passion, care, and personal investment that built Fish On! from the ground up still drives everything we do today. As we’ve grown, so has our team — attracting passionate, ownership-minded individuals who carry the brand forward with the same commitment and pride as the family that started it.

We are proud to operate a retail location inside Small Shops Marketplace in Little Rock, Arkansas, surrounded by some of the finest tailwater trout fisheries in the country. Whether you walk through our doors or shop with us online, you’ll find the same commitment to quality, curation, and customer experience.

Premium Fly Fishing — Rods, Reels & Everything In Between

At our core, we are an authorized retailer for the most respected names in fly fishing. Our lineup includes Scott Fly Rods, Thomas & Thomas, Abel Reels, Ross Reels, Dyna-King, Renzetti, HMH, and many more. Every rod, reel, line, leader, and accessory in our catalog is chosen with intention — gear we’d fish ourselves, from brands whose standards align with ours.

The Art of the Custom Rod

Rod building is one of fly fishing’s most rewarding disciplines. We carry premium rod blanks, components, rotary tools, thread, and finishing supplies to support builders at every level — from first wraps to competition-grade builds. Our team understands the craft from the inside out, and we’re here to help you build something worth fishing for generations.

Outdoor Apparel & Lifestyle

Fish On! is more than a tackle shop. We carry a curated selection of outdoor apparel and lifestyle brands including SIMMS, BlackStrap, and Fishe Wear — brands built for people who spend real time on the water and in the wild. Functional, stylish, and built to last.

Specialty Foods, Coffee & Gifts

Because the outdoor lifestyle doesn’t end at the water’s edge, we also offer a thoughtfully curated selection of specialty foods and beverages — including Bourbon Barrel Foods, Onyx Coffee Lab, and Anglers Coffee — alongside an extensive collection of home décor and gift items perfect for the angler or outdoor enthusiast in your life.

Serving Customers Everywhere

We serve customers locally through our Little Rock retail presence, and ship direct-to-consumer across the country and around the world. However you find us — in store, online, or through our active community channels — we’re committed to helping you show up ready for whatever the outdoors has in store.

Fish On! Custom Rods
“Without commitment, you cannot have depth in anything, whether it’s a relationship, a business or a hobby.” — Neil Strauss