Fishing is expensive. There is no way around it.
You start with a cheap rod and a handful of flies. Six months later, you are eyeing up a £900 Sage rod and wondering if you can hide the receipt from your partner.
If you have fallen down the rabbit hole of fly or lure fishing in the UK, you have undoubtedly come across Sportfish. They are not just another online shop; they are an institution. With a massive catalogue and a physical presence that includes a casting lake, they claim to be the ultimate one-stop-shop for the serious angler.
But does reputation match reality? Are they just for the tweed-wearing elite, or is there value here for the everyday caster?
We dug into their inventory, service, and sales cycles to find out.
Who Are Sportfish?
Unlike generic sports stores that sell fishing rods next to footballs, Sportfish is a specialist.
Founded on a passion for game fishing, they operate out of two key locations: the famous Sportfish Game Fishing Centre in Reading and their mail-order hub in Winforton.
Why this matters: When you call their customer service, you aren’t talking to a call center script reader. You are likely talking to someone who fished the River Wye last weekend. That expertise commands a premium, but for technical gear like waders or fly lines, it is often worth the extra cost to get the right advice.
The Gear: What Should You Buy?
Sportfish covers a lot of water, but their inventory leans heavily into specific niches.
1. Fly Fishing (The Core)
This is their bread and butter. If you are looking for Simms waders, Hardy reels, or Patagonia jackets, this is the place.
- The Range: It is vast. They stock everything from entry-level Vision kits to the absolute pinnacle of Loomis technology.
- Fly Tying: Their selection of materials—capes, hooks, beads—is arguably one of the most comprehensive in the UK.
2. Lure and Spin
Recently, they have expanded heavily into modern lure fishing. This isn’t just old spinners; this is technical dropshotting and soft plastics. They stock major Japanese and US brands that can be hard to find elsewhere.
3. Clothing
You don’t have to be fishing to shop here. Their outdoor clothing range (Barbour, Schöffel, Yeti) appeals to anyone who spends time in the British countryside.
The “Try Before You Buy” Advantage
This is the killer feature that Amazon cannot compete with.
If you visit their Reading store, you aren’t just looking at a rod on a rack. You can take it out to the onsite lake.
Casting styles are personal. A rod that feels “fast” to one person might feel like a broomstick to another. Being able to line up a rod and actually cast it on water prevents expensive mistakes. If you are dropping £500+ on a rod, this service alone makes Sportfish the superior choice over box-shifting warehouses.
Smart Shopping: How to Save Money at Sportfish
Premium gear comes with premium price tags. However, if you are strategic, you don’t have to pay full RRP.
1. The Clearance Section (The “Sale” Tab)
Sportfish is aggressive with end-of-line stock.
- Clothing: Fashion changes seasonally. Last year’s Simms jacket is functionally identical to this year’s, but often 30-40% cheaper.
- Fly Lines: Manufacturers update packaging constantly. Check the sale section for “old packaging” lines. They catch fish just the same.
2. The Email Sign-up Strategy
It is a standard tactic, but effective. Sign up for their newsletter.
- The Benefit: You typically get early access to sales and occasional “flash” discount codes.
- Content: Unlike spammy retailers, their emails often contain actual fishing reports and tips from their pro team, which adds value.
3. Free Delivery Thresholds
Shipping fishing rods is a nightmare. They are long, fragile, and require courier handling.
- The Rule: Spend over £50 to trigger free standard UK delivery.
- The Hack: If you are buying a £45 reel line, do not pay the £4.95 postage. Add a few tapered leaders or a spool of tippet to your basket to hit the £50 mark. You get extra gear essentially for free.
4. Loyalty Points
Check if your account is accruing points. Regular customers can build up a balance that takes the sting out of big purchases. It’s not always shouted about, so log in before you checkout to see if you have a balance to redeem.
Pros and Cons: The Honest Verdict
| Pros | Cons |
|---|---|
| Expertise: Staff who actually fish and know the products inside out. | Price: You rarely find “bargain basement” junk here. Even entry-level gear is quality, meaning higher starting prices. |
| Testing: The ability to cast rods at the Reading lake is a game-changer. | Overwhelming Choice: For a total beginner, the sheer volume of fly lines and rod actions can be paralyzed. |
| Stock Levels: They hold huge inventory, meaning less “out of stock” disappointments on key items. | Shipping Costs: Below £50, shipping can feel pricey compared to Amazon Prime, but you are paying for secure packaging. |
| Service: Returns and warranty issues are handled professionally. |
Expert Tips for New Anglers
If you are new to the sport and looking at the Sportfish website with confusion, here is how to navigate it.
1. Don’t Buy the Most Expensive Rod A £1,000 rod will not make you a better caster. It will just highlight your mistakes. Look at the Greys or Vision kits. They offer incredible performance for a fraction of the price.
2. Invest in Waders If you have a limited budget, spend it on comfort. Leaky waders ruin a day faster than a bad rod. Buy the best waders you can afford (Simms or Patagonia are the gold standard for longevity).
3. Use the Tuition Sportfish offers casting lessons. If you have £100 to spend, don’t buy a new reel. Buy two hours of casting instruction. It will catch you more fish than any gadget ever will.
Common Mistakes to Avoid
- Buying the wrong line weight: A #5 weight line needs a #5 weight rod. It sounds obvious, but mixing them up is the most common return reason.
- Ignoring the “ex-demo” list: Occasionally, Sportfish sells rods used for demonstrations. These are often in near-perfect condition but sold at a heavy discount. Call the store to ask what they have.
Final Thoughts
Sportfish is the “Waitrose” of the fishing world. You don’t go there for the absolute cheapest prices on the internet; you go there for quality, reliability, and the assurance that if something breaks, they will help you fix it.
For the serious fly fisher, they remain the benchmark in the UK.
Ready to hit the water? Before you buy, check the “Blog & Video” section on their site. They often review the exact gear you are looking at, letting you see it in action before you open your wallet.