Get Fishing News

Angling Direct delivers major boost to Angling Trust’s Get Fishing campaign with new partnership agreement

  • New collaboration will encourage more people to give fishing a go
  • Campaign raises awareness of the health and wellbeing benefits of angling
  • 80 newly qualified Angling Direct coaches to offer expert in-store advice to new and existing anglers, promoting wider participation

Angling Trust and Angling Direct have today (January 29th, 2021) announced a new partnership to encourage more people to take up angling for the first time or to get back into the sport. This exciting new partnership will deliver major investment into bringing the health and wellbeing benefits of fishing to a wider audience, across all age groups.

Angling Direct, the UK’s largest specialist fishing tackle and equipment retailer through its network of 38 stores and leading online presence, has entered into a new arrangement to support the Angling Trust’s Get Fishing campaign, which aims to boost participation and encourage more anglers into the community through coaching, education and grass roots initiatives.

Over the past year, the popularity of angling has increased significantly as people turn to the sport for its health and wellbeing benefits. This partnership will see the Angling Trust’s Get Fishing campaign benefit from a massive expansion of its reach into both the angling community – and importantly – a brand new audience of people who are keen to try fishing as one of the safe activities that can be carried out by families and friends together outdoors during lockdown.

Widening access to angling for everyone is one of Angling Direct’s core values. Since this latest lockdown period, the Company has invested, along with the Environment Agency through fishing licence income, in training 80 of its colleagues to become Angling Trust qualified and licenced angling coaches, empowering them to share their passion for angling, whilst offering trusted advice and support to more customers and communities alike across the Group’s stores. These coaches will now form a vital part of the Get Fishing initiative by helping to deliver the very best angling experience to new and existing anglers alike.

Each year the Angling Trust’s Get Fishing campaign introduces thousands of new anglers to the sport, encourages returning anglers to get back into fishing and focuses on establishing a lifelong angling habit, with all its associated benefits. The investment provided by Angling Direct will strengthen the programmes run in association with the Environment Agency, by expanding a whole range of participation initiatives.

Angling Trust CEO Jamie Cook commented:

“The boom in participation and publicity around fishing and corresponding spike in participation numbers has been reflected not only by sales of over 100,000 new fishing licences, we’ve also seen a massive increase in angling’s visibility in media, social media and numbers on the bank. Fishing is now known to be an ideal way to enjoy the outdoors safely, within Government guidelines. We are delighted to have partnered with Angling Direct to progress and expand our existing plans and initiate exciting new projects that will help snowball this new growth in the sport so that many more people ‘Get Fishing’!”

Andy Torrance, CEO at Angling Direct added:

“Bringing the joys of angling to as many people as possible has formed the DNA of Angling Direct’s core purpose since the Company was founded. We are therefore pleased to be partnering with the Angling Trust to help further these values by widening participation and promoting the many health and wellbeing benefits of fishing to a broader community. As the leading omni-channel fishing tackle retailer in the UK, we already have some of the most passionate angling colleagues in the country and indeed have so far given away over 12,000 free angling starter kits to young people. Thanks to our investment and training programme which has enabled 80 of them to become qualified angling coaches, they will now be able to inspire even more people to discover the benefits of fishing.”

Coach bursaries are to be funded equally by the Environment Agency Angling Improvement Fund and Angling Direct. Several hundred coaching sessions will be delivered by Angling Trust staff as a result of this investment in the Get Fishing campaign. This will mean Angling Direct stores become the go-to place for surrounding communities to learn how to get the most out of the fishing near to home – ideal for beginners and returners to find bespoke “local knowledge”, catch more fish and get a lifetime full of fantastic angling adventures.

Get Fishing | Amanda from Team AD - Angling Direct angler


More angling participation images available here  or email

Find the Get Fishing Campaign at

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Angling Direct Social Media:

Additional information:

The Environment Agency funds the Angling Trust to provide more opportunities for people to go fishing and encourage sales of fishing rod licences. Money from fishing licence sales is spent on improving fisheries habitat and angling infrastructure through projects like the Angling Improvement Fund.

The Angling Trust are a not for profit organisation, representing anglers, fighting for fish, fishing and the environment. We are recognised by the Government as the National Governing Body for angling in England and partner with Visit Wales and Natural Resources Wales to promote Fishing in Wales. We are a member-based organisation made up of anglers of all disciplines providing a united front to represent, grow and protect our sport. By becoming a member of the Angling Trust you are helping to protect the waterways you fish in and the fish which live within them, ensuring their health and protection for future generations.

Angling Direct is the largest omni-channel specialist fishing tackle retailer in the UK. The Company sells fishing tackle products and related equipment through its network of retail stores, located strategically throughout the UK as well as through its leading digital platform ( .de, .fr and .nl) and other third-party websites. Angling Direct is committed to supporting its active customer base and widening access to the angling community through its passionate colleagues, store-based qualified coaches, social media reach and ADTV YouTube channel. The Company currently sells over 20,000 fishing tackle products, including capital items, consumables, luggage and clothing. Angling Direct also owns and sells fishing tackle products under its own brand ‘Advanta’, which was formally launched in March 2016. From 1986 to 2002, the Company’s founders acquired interests in a number of small independent fishing tackle shops in Norfolk and, in 2002, they acquired a significant premise in Norwich, which was branded Angling Direct. Since 2002, the Company has continued to acquire or open new stores, taking the total number up to 38 retail stores. In 2015, the Company opened a 30,000 sq. ft central distribution centre in Rackheath, Norfolk, where the Company’s head office is also located. Angling Direct has an established, and rapidly growing, presence in Europe with native language websites set up in key regions to address demand.

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