from the vault: interview with leo siren of fish first

From the Vault: Interview with Leo Siren: Co-Founder & Owner/Manager of Fish First!

By: Kirston Koths & Roger Wachtler

Editors Note: As first time editor of the Irideus, I was thrilled when Kirsten Koths suggested we re-run this oldie-but-goodie interview with Leo Siren, the owner/manager of the First First flyshop in Albany. I met Leo when I bought my first fly rod, a Scott, back in 1999, and he’s added to my enjoyment of the sport immeasurably over the years (and no doubt saved me hundreds of bucks by advising against buying overpriced stuff I didn’t need).

Leo has remained a great friend to the club, most recently donating his time and providing a discount on the “materials kit” for Mark Lykos’ GPFF online fly tying course. This interview first ran in the Irideus eight years ago, but our appreciation for Leo and his generosity have not diminished in the least.

GPFF: How and when did you start fly-fishing?

Leo: My dad started me fishing when I was four years old. But he didn’t fly fish. I had a buddy who I had been fishing with since I was a kid, and he heard they had this fly fishing class for two days on the Upper Sac. We took that class and I have been fly fishing ever since.

GPFF: Why did you get started as fly shop owner?

Leo: Mainly, because I couldn’t get good flies! I used to go to Montana and they would have these great fly selections. But in the Bay Area you just couldn’t get good flies. So I thought buying and selling flies would a great idea, and as a bonus I would always have great flies around.

GPFF: Tell us about the earliest days of Fish First, in a small upstairs location off of Solano Avenue.

Leo: We started upstairs on the corner of Sante Fe. At the end of six months, the location we are currently at became available, and we packed everything up and moved it down here. It was a good way to get started and not be as committed to any one retail location until we figured some things out.

GPFF: Let’s get one obvious question out of the way: What’s it like living the fly-fisherman’s dream of being surrounded by all the best fly-fishing gear and goodies a person could ever want?

Leo: It’s pretty good, but for the most part I really enjoy trying out the new flies! We have almost 1600 different skews of flies available to choose from.

GPFF: Are you a “gear head”? Do you enjoy testing out all the new gear and rods?

Leo: I do like testing out the new stuff, but I am not a gear head,like I used to be. I used to always test and buy the new stuff for myself. The new stuff is definitely nicer. But I think I have grown accustomed to some of my older gear. Especially with respect to the rods and reels. They now have a special fondness and sentimental value and feel to them, and you lose that if you are constantly buying new stuff.

GPFF: Fish First is known for its friendly, non-intimidating interaction with customers, especially novice fly fishers. Also for its generous, full-service attention to experienced fly fishers. Do you think this reputation has helped you stay in business while other fly fishing stores in the Bay Area have folded?

Leo: Oh sure! There are lots of factors, but that’s a big part of it. Also all the classes we offer and trying to keep a pretty diverse product inventory at different price points. Not trying to sell everyone just the highest priced gear. Giving beginners and advanced fisherman many options for whatever price point they have.

GPFF: What are some of the classes you have?

Leo: We offer a wide range of classes, including: introductory/beginner fly-fishing classes to casting classes, tying classes, on-stream clinics to develop a certain skill such as nymphing or dry fly-fishing, and fishing for striped bass. The more classes you offer, the more people you can get involved in the sport, and it’s good in terms of a business perspective.

GPFF:How did you make the decision to open a second Fish First, in Chico?

Leo: It just seemed like there was room in that market for a fly shop that catered to the Lake Almanor, Deer Creek, and Feather River area. There really wasn’t a big shop that had good gear and gave good information about the fishing up there, and it worked out well. We have a manager, Mac Noble, in Chico who does a great job. Chico is still a growing area. The people that move up there want to do outdoor activities like fly fishing.

GPFF: Who are some the companies you really like, either because they have great products or they are just good people to work with?

Leo: Boy! From a customer service standpoint, Sage and Rio, now are really good. TFO and

Bauer Reels are good as well. There are a lot of different levels of customer service. Are they easy to get on the phone? Do they have the product available? Do they ship fast? Ninety percent of the companies are good to work with. An easier question would have been who are the companies you don’t like to work with! But I probably wouldn’t have answered... Ha! (Laughing out loud).

GPFF: Is owning a fly shop, with customers coming in all day and talking about fly-fishing, as fun as we might imagine? Or is there a point at which you just have had enough?

Leo: I do really enjoy hearing all the stories about people out fishing, but I must admit that at the end of the day I do get enough. I used to tie flies a lot. But by the time I am off work at the end of the day, I just really don’t want tie flies. I don’t want to go home and do the same thing I have been talking about all day at work. Actual fishing is different. I never get tired of that!

GPFF: You probably can’t help but be an advocate for preservation of what you love. What conservation programs do you support? GPFF: Have you or you fishing been influenced by anyone in the club?

Leo: For sure! Two people in particular: my girlfriend, Mayu Desai, who I met at the club auction three years ago! And my business partner, Doug Lovell. Had I not met him, Fish First would probably not have been started.

GPFF: Being in the fly fishing industry must have made you more acutely aware of all the great places there are to fish in the world. Where is your favorite place to fish?

Leo: Bone fishing on Christmas Island. It was my first experience with fishing for bone fish on the flats. It was amazing. In general, I really love fishing for bone fish and tarpon more than anything else, in places like the Bahamas or Mexico.

GPFF: Where haven’t you been that you’d like to go?

Leo: Trout Unlimited, and the California Sport Fishing Protection Alliance (CSPA), primarily.

GPFF:Fish First has been an enthusiastic promoter of fly fishing for stripers in the Sacramento River Delta. Doug Lovell, in particular, has worked hard at conserving the striper population in this fishery. What do you think the future of striper fishing will be in the Bay Area? Leo: The Seychelles. [1000 miles east of mainland Africa, where it is possible to catch 42 different species on fly in one week!)

GPFF: Grizzly Peak appreciates your support over the years, not only as a mentor, but also by graciously supplying us with items for our raffles at a significant discount from Fish First. How long have you been a club member?

Leo: Boy, at this point I would have to say it doesn’t look that great. Striped bass are not considered an indigenous species. They were introduced from the East Coast. So they don’t get the recognition that salmon and steelhead do, with respect to preservation from the agricultural water diversion conflict. Some people actually want to remove them. It’s an uphill battle.

Leo: Over 23 years.

GPFF: Time flies when you’re having flies! Thanks, Leo.