50 Years

Our Roots

As I approached graduation from Brigham Young University, I considered my employment options. My field, Industrial Arts Education, pretty much guaranteed I’d be poor for the rest of my life, but shop teachers were in high demand. I flirted with exotic possibilities like Alaska or Hawaii, where pay was higher, but my Idaho roots pulled hard at me.

The decision was sealed when I met and fell in love with Sheralee Rydalch, who grew up on a farm not far from my home. I accepted a teaching job in St. Anthony, and we got married.

Sheralee already had a great job. I worked as a crew chief on a Forest Service survey crew, and, combined with my teaching salary, we made a respectable living. Sheralee took maternity leave after the birth of our first child, Shaun. When her boss called to ask when she was coming back to work, she replied that she wasn’t. Instead, she chose to stay home and focus on being a mother.

With that phone call, our cushy lifestyle went up in flames. In my mind, it was a full-blown financial crisis.

About that time, I became close friends with René Harrop. He and his wife, Bonnie, had started an extraordinarily successful fly-tying business. They tied full-time for Orvis, and René enlisted several of his fly-tying friends to help fill orders. René supplied all the materials, and I spent an entire winter tying size-10 Zug Bugs. Later, we specialized in Swisher and Richards patterns—No-Hackles, Emergers, and Spinners.

I also taught Sheralee to tie flies. She was a natural and became very good at it.

Eventually, with encouragement from Doug Swisher, we began supplying flies to Cal Gates, who ran a fine business on Michigan’s Au Sable River. We also tied flies for Pat Barnes in West Yellowstone and Will Godfrey in Island Park.

In addition to fly tying, I took a part-time job as a fishing guide with Jim Danskin in West Yellowstone. The demands of teaching school, tying flies, guiding, and raising a family were overwhelming. Our days often began at 5 a.m. just to keep up.

Sheralee’s father, Frank Rydalch, suggested we open a fly-fishing business to fully realize the value of our fly-tying efforts.

Frank found a great deal on 200 feet of highway frontage directly across from the Henry’s Fork at Last Chance. He offered to fund the construction of a new building, with the guarantee that he would be paid back, with interest. It was a deal we couldn’t refuse.

René and I talked often about starting a fly-fishing business. After discussing the details, he and Bonnie agreed to join us. We incorporated Henry’s Fork Anglers, Inc. on November 6, 1976.

We were disappointed to learn, when we applied for an Idaho outfitter’s license, that all eight available licenses were already allocated under state law. Fortunately, we found an outfitter who was going out of business and agreed to sell his business.

A mild winter allowed construction to be completed by Memorial Day the following year, and we were officially off and running.

It soon became clear that the arrangement wasn’t right for René and Bonnie, and they opted out to return to their successful fly-tying business. They continued to supply our shop with their exquisite flies. René had already built a solid reputation in the fly-fishing industry, and I will always be grateful for his contribution. I’m not sure we could have gotten our fledgling business off the ground without him.

Our guides have always been the foundation of our success. During the first year, René and I took a few guide trips, along with his brother Roy. Jim Vermillion, Jerry Siem, who would later become Sage's chief rod designer, and Terry Ross rounded out our experienced staff. We’re amazed they stuck with us, considering we ran a total of only 104 guide trips that entire season.

My experience working for Jim Danskin proved invaluable. He, along with Pat Barnes and Bud Lilly, set the standard for professionalism and service in the guiding industry. Several of his top guides, including Jim Vermillion, Bob Lamm, Jim Campbell, and Bob Kelly, eventually left West Yellowstone to work for us, with Jim Danskin’s blessing.

 

The Early Years

In the early years, it was clear we were on a sinking ship. Sheralee and I tied most of the flies, but the business didn’t have the cash flow to pay us. Every fall, we went to the bank just to stay afloat. It became obvious we wouldn’t survive unless we found additional income to support our short summer season. 

I gave lectures and presentations to fly-fishing clubs, sports shows, and other groups. I led hosted trips to distant locations and became one of the first signature fly tiers for Umpqua Feather Merchants. Every little bit helped us get through the winter without relying entirely on the business.

Our most ambitious attempt to grow was mail order. We published our first catalog in 1979, featuring flies and our favorite tying materials. Over the years, we added inventory as demand dictated. In the off-season, we moved the entire operation, office, and inventory into our home in St. Anthony.

Mail order solved our cash-flow problems, but it also overwhelmed us. It grew faster than we expected, and we couldn’t keep up. We finally realized the catalog had become an entirely separate business. We either had to build it properly or walk away. We published our last catalog in 1993.

 

The End of an Era

Although the Henry’s Fork had appeared regularly in fly-fishing and mainstream outdoor publications for decades, interest in fly fishing surged after A River Runs Through It was released in 1992. Before the movie, most anglers who visited the Henry’s Fork knew what they were doing. Afterward, there was a noticeable influx of complete fly-fishing basket cases.

The 1990s also brought major changes to the industry. Industry driver Simms was sold in 1993 to K.C. Walsh, and the Sage Rod Company was sold in 1994. A wave of new startup businesses followed. Most failed, but a few, like Fishpond, became industry leaders.

Small companies like ours weren’t immune to the growing interest. We were approached by several groups and individuals about selling our business, but we never took any of them seriously, until 1999, when we were approached by a close friend on behalf of Mark Rockefeller.

As a history buff, I was well aware of the Rockefeller legacy and their contribution to America. In fact, we felt honored, but we had serious doubts. First off, I was young and definitely not ready to retire. 

We also considered the fact that, even though we had put our entire lives into the business, it would never have been successful without the efforts of our children, loyal employees, and fishing guides, many of whom had been with us from the very beginning. We realized that Henry’s Fork Anglers was not just Sheralee and me; it was all of us. It truly was a family business.

Shaun worked in the shop from a young teenager onward and later became a guide. Jeanette worked outside our business, including at the Henry’s Fork Lodge, but she also grew up here. Chris was born after we opened the shop. Like Shaun, he worked in the store until he was old enough to guide. Selling the business would have had a major impact on all of them.

After considerable research, we gained confidence that if we were to sell the business, we likely would never find a more suitable individual than Mark Rockefeller. He not only loved to fish, but he was also very good at it. He excelled in football as a walk-on at Princeton University. He purchased the South Fork Lodge and transitioned it into a world-class lodge, retail shop, and outfitting business. Most importantly, he purchased and protected several thousand acres and miles of river corridor along the South Fork of the Snake, preserving it from development.

As part of the business sale, we agreed to stay on for three years, as stipulated in our contract. It gave us time to realize and fully understand that Mark wanted to run the business exactly as it had been operating for over 20 years. At the end of our formal contract, Mark asked us to stay on indefinitely. Mark had honored every commitment made with the initial sale of our business, and we relished the opportunity to continue our relationship. 

Over the years, we have continued to manage the business exactly as we would have if we still owned it. We had outgrown our small 1,500-square-foot building years before. With Mark’s support, we built a beautiful new log building that is arguably the finest specialty fly shop in the country. 

In Idaho, by law, outfitters must obtain a permit for each river or lake. Originally, we were legally licensed to guide in Montana and Yellowstone National Park in addition to the Henry’s Fork, tributaries, Henry’s Lake, and Island Park Reservoir. It became evident that, for our guiding business to grow and deliver a quality experience to our clients, we needed additional resources.

When an opportunity to purchase a guiding operation on the South Fork of the Snake came along, we took it. Later, we were able to acquire a permit to legally guide on the Teton River, a river I have loved since I was a boy.

 

Our Legacy

Our love, admiration, and respect for those who have helped build our rich legacy runs deep. We value the lasting friendship we have with many individuals who have worked here to manage our business and service our customers. Many of these individuals have moved on to other pursuits, including law, medicine, teaching, and business. Others have built careers in the fly-fishing industry. A few have retired. Others, including Bob Lamm, Curt Barker, Smitty, and Tom Grimes, have been with us for at least four decades. 

We share our rich history with loyal customers, many of whom span three generations. It warms our hearts to see grandfathers, fathers, and sons fishing together. Our customer base ranges from business tycoons, movie stars, and some of the most famous fly fishers in the world to the dad who saves all year to take his daughter on her first fly-fishing trip.

Over the years, we’ve partnered with some of the top names in fly fishing—hosting Puyans and Fenwick schools, helping launch Sage rods, and serving as a founding Simms dealer. We are proud to support organizations that protect the valuable resources which we depend upon. I am proud to be a founding member the Henry’s Fork Foundation and Sheralee and I have each served on the board of directors. I have also served two terms on the board of the Jackson Hole One Fly Foundation. Rene’ Harrop and I are both founding members of the Upper Snake River Fly Fishermen. 

 

Looking Ahead

Our son, Chris Lawson, continues to lead as outfitter and general manager. Alongside him are veteran guides Bob Lamm, Smitty, Curt Barker, Tom Grimes, and Hootie, whose more than 200 years of combined experience form the backbone of our operation and provide the mentorship that secures its future. There is no weak link in our guide staff. By every measure, 2025 was the best year we have ever experienced, and we are profoundly grateful to the people who made it possible.

Mark Rockefeller continues his “rock”-solid support. He loves fly fishing and everything that comes with it. If you saw him in the shop in the morning as trips are heading out, you could easily mistake him for one of our guides. And if he slipped behind the oars, you still wouldn’t know the difference.

Chris has surrounded himself with an equally rock-solid management team. Bobbie Holland manages our website, social media, and online sales with care and consistency. Katie Stroud oversees our retail operation during the summer season and assists Chris and Bobbie during the off-season, particularly with inventory and online sales. Their dedication often happens quietly, but its impact is felt every day.

Sheralee and I have both retired from our management duties, and we’re enjoying having more time at our home on the river downstream from St. Anthony. We continue to support and advise Chris, Mark, and the management team. That doesn’t mean you won’t see us in the shop or on the river. I cherish the time spent with our guides, many of whom are among my closest friends, and I especially enjoy visiting with longtime friends and welcoming new customers when I’m in the shop.

Last week, as I sat at my fly-tying vise finishing the flies for my limited-edition Deadly Dozen fly plates, I listened to the Beatles’ “Here Comes the Sun.” It took me back to 1972, when it all started, sitting at my vise twisting bugs for Cal Gates while listening to the very same song. 

As we approach our 50th anniversary, I’m excited to begin work on a new limited-edition set to commemorate that milestone. It will consist of five flies, one standout pattern representing each decade, and will be limited to 50 framed sets.

Fifty years is a landmark few reach alone. We certainly didn’t. To our family, guides, staff, partners, friends, and loyal customers, many of you spanning generations, thank you. We couldn’t have done it without you.