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Be What You Don’t See

Campaign Details

The 2025 iFishiBelong “Be What You Don’t See” campaign highlights leaders who are breaking barriers in the fishing industry. Each month, we will feature individuals who challenge conventions and inspire change with their passion and resilience, motivating the next generation of anglers to create their own paths and “be what they don’t see.”

What is the Goal?

By highlighting these trailblazers, we aim to inspire broader participation and show that leadership roles in the fishing industry are accessible to everyone, creating a more inclusive vision of success.

September Feature

It’s September, and iFishiBelong’s Be What You Don’t See CampaignBrita Fordice. Born and raised in Washington, she grew up on the banks of the Stillaguamish River, learning to fly fish at 8 and tying her first fly at 10. Her very first self-tied fly even caught a 9” Dolly Varden!

After fishing the waters of Sun Valley, ID, and Anchorage, AK, Brita returned home to guide on Puget Sound and Hood Canal with The Avid Angler and All Waters Fly Fishing. She’s the go-to expert for matching the hatch for sea-run cutthroat, salmon, and more. 

With deep knowledge of ocean conditions, bait patterns, and hatching insects, Brita now channels her expertise full-time as a product developer for Far Bank Enterprises, conceptualizing, designing, and testing flies under the RIO brand.

A passionate advocate for women in fly fishing, Brita encourages everyone to be themselves and never sell themselves short when entering the industry. Don’t miss her insights in the upcoming September interview!

Leader Highlights
Anna Le (she/her)
Grayling Education
Brita Fordice (she/her)
RIO Products
Chris Hill (she/her)
Conservation Lands Foundations
EmailInstagramWebsite
Dayle Woodward (she/her)
iFiB All Kids Fish Program Coordinator
EmailInstagram
Demiesha Dennis (she/her)
Brown Girl Outdoor World
EmailInstagramWebsite
Jessica Haydahl (she/her)
Jessica Haydahl Photography
EmailInstagramWebsite
J. Michelle Swope (she/her)
Crow Creek Fly Shop Owner
EmailInstagramWebsite
Justin Bubenik (he/him)
Fly Curious
EmailInstagramWebsiteBlog
Mario Guel (he/him)
Taco Fly Co
Instagram
Michael Peters (he/him)
Long Branch Fly Fishing
EmailInstagramWebsite
Nick Brooks (he/him)
Outdoor Beer and Gear
EmailInstagramWebsite
Shelly Vo (she/her/they)
Friends and Flies
Instagram
Trailblazing Voices