Fly fishing shop recasts image under new ownership

By DELANEY TARR delaney@appenmedia.com

ALPHARETTA, Ga. — Jeff Wright worked at Alpharetta Outfitters for more than 10 years before he bought the business in December. He began work there in 2010 as a new college graduate and worked his way up until he decided to purchase the shop from its founder.

The ownership has changed, but Wright wants customers to know “the spirit of the shop remains.”

Today, Alpharetta Outfitters on Main Street is a full-service fly fishing destination. The retail store offers a variety of gear from Yeti cups to fishing rods. It also hosts fly fishing excursions, guided trips and community events.

Wright has been with the business from nearly the start. The store opened in 2009, and he hired on a year later. He majored in biology in college, but originally planned to pursue a career in dentistry or nursing. At Alpharetta Outfitters, Wright realized a desk job wasn’t for him.

“I needed to kind of be able to move around and talk with people,” Wright said.

He loved fly fishing, a hobby he practiced with his father. Wright also cared deeply about water health and natural resources. Together, his interests created a “perfect storm,” and Wright knew he would be at Alpharetta Outfitters for the long haul.

The business looked different when it began. Chuck Palmer, the founder and original owner, sold all kinds of outdoor equipment, like backpacking gear, hammocks and fly fishing supplies.

As similar businesses popped up around Alpharetta, the store shifted focus.

“We decided to go ahead and specialize with larger businesses coming in town, like REI,” Wright said.

“We needed to branch away from that kind of (shop).”

The store doubled down on fly fishing, becoming a one-stop shop offering trips, equipment and events like “Bugs and Suds,” a fly-tying night when the store serves pizza and beer. Wright said the decision made sense, because Alpharetta had an interested and affluent customer base.

“People that are going fly fishing typically have some disposable income,” Wright said. “Its not a cheap hobby.”

In Alpharetta, where the store has most of its customers, the average household income is about $119,000, according to U.S. census data.

See FISHING, Page 9