News

UK-based fly fishing company Fulling Mill has appointed well-known fly tyer and angler Steve Shorrock as its sales manager, responsible for all approved dealers around the globe, excluding the USA.

Based in Cheshire, Steve is a highly respected fly tyer and accomplished angler with deep technical knowledge of flies, fly tying and modern fishing tactics.

First introduced to fly tying by his grandfather nearly 35 years ago, he has spent a lifetime refining his craft and is now best known for his precise, tactical approach to nymphs and dry flies.

Steve is a familiar face within the UK and Irish fly-fishing community, regularly demonstrating on Tyer’s Row at the British Fly Fair International (BFFI) and the Irish Fly Fair (IFF), as well as at leading fly shops and angling clubs across the UK.

His fishing experience is firmly rooted in British rivers, spending the trout season on waters such as the Wye, Derwent, Dove and Lathkill, while winter months are devoted to grayling fishing on Welsh rivers including the Dee, Wye, and Severn. Annual trips to Bosnia’s renowned Ribnik and Pliva further inform his practical, results-driven approach.

Alongside his angling credentials, Steve joins Fulling Mill from a highly successful career in non-sector related sales, bringing a proven ability to work closely with trade partners on a hands-on basis.

Fulling Mill said his consistent, relationship-led approach has helped retailers drive improved performance and unlock sustainable sales growth – experience that will now be focused on supporting the company’s trade customers.

In his role as UK sales manager, Steve will oversee all UK and non-USA trade accounts, working closely with Fulling Mill’s international sales agencies to support continued growth, strengthen dealer relationships and increase market share across all levels of the business.

Fulling Mill managing director Rick Bowles said: “Steve brings together technical credibility, commercial experience and a genuine understanding of the tackle trade.

“We’re delighted to welcome him to the team and look forward to seeing the impact he will make both in the UK and internationally.”