Changes in the AFFTA Board

Lise Lozelle of Maven Fly

Lise Lozelle of Maven Fly


At the third-quarter board meeting held today in Bozeman, Montana, the American Fly Fishing Trade Association welcomed new board members Lise Lozelle (Maven Fly), Brent Bauer (Umpqua) and Sam Lundgren (Backcountry Hunters & Anglers) to the board.

Lise Lozelle: Lise grew up in Ann Arbor, Michigan chasing adventure, skiing both water and snow, cycling and most recently surfing plus of course fly fishing. Her passion for fly fishing quickly led to a frustration with the lack of good clothing options for women. This in turn, led to her founding of Maven Fly late 2012.  The mission of the company is to marry fashion + function in outdoor clothing designed just for women. In addition to Maven Fly she does project work for Casting for Recovery, a nonprofit that provides fly fishing retreats for breast cancer survivors. Before Maven Fly she spent years working in the marine industry with her brother at Tempress Products, a family business. Lise has a background in marketing and promotion with a focus on brand building.  She graduated from the University of Arizona, then moved to Chicago, followed by Dallas before settling down in Austin, TX.  In addition to being an entrepreneur, she’s mom to one amazing daughter with special needs, who’s determination and strength are a constant reminder that anything is possible.

Brent Bauer: Employed at Umpqua for the last sixteen of Umpqua’s 45 year history, I have spent every working day tackling the challenges of helping retailers succeed through better product, manufacturing, distribution, delivery, innovation and promotion.  Having worked in sales, production and operations at Umpqua, now as Director of Product, applying all of that experience and knowledge to new product development has helped Umpqua see fresh growth and a new excitement about the future.

For all of these years I have largely been behind the scenes at Umpqua, tirelessly working to make sure Umpqua’s history of making the most SKU intensive category in fly-fishing as painless as possible for customers.  A love of flies is what brought me to Umpqua and is also what keeps me.  I have been lucky enough to collaborate in bringing some of the most innovative products to market in our industry working with great innovators like “Copper John” Barr, Charlie “Ju Ju” Craven and Blane “Game-Changer” Chocklett.

With a degree in Biology (USD) and Masters in Business (CU – Leeds), I could be working in other industries and probably making more money, but have made a commitment to Umpqua, our industry and our natural resources out of a love for our sport.  You all know what I’m talking about!  I hope to bring that same tireless commitment to the industry through AFFTA.  Umpqua has a history of giving back through service on the AFFTA board and I look forward to continuing that tradition.

Sam Lundgren: Sam Lungren is the editor of Backcountry Journal, the quarterly publication of the conservation non-profit Backcountry Hunters & Anglers. Sam grew up on Whidbey Island in Washington’s Puget Sound where he developed a passion for outdoor adventures and an ambition to write about them. After receiving a bachelor’s in journalism from Gonzaga University, he spent the next several years alternately commercial salmon seining in Prince William Sound, Alaska and completing a master’s in environmental journalism and natural resource science at the University of Montana in Missoula. After one final summer in Alaska and six months of trout-, elk- and ski-bumming around the Western US and Canada, he landed a job with BHA and has been working there for the last three years. He is also contributes freelance writing and photography to several other fly fishing publications, including The Drake, Gray’s Sporting Journal, The Flyfish Journal, Fly Rod & Reel and Stonefly.

Approaching his 28th birthday, he will also soon reach 20 years as a fly angler and loves introducing new people to the sport that has done so much for him. His hope with joining the AFFTA board is to help unify fly fishermen in defense of public access to public waters — something our industry and culture would not exist without.

A new executive committee also assumed duties, welcoming:

Chairman: Michael White, Blue Ribbon Sales

Vice-Chair: Jen Lavigne, Waterworks – Lamson

Secretary: Colby Trow, Mossy Creek Fly Fishing

Treasurer: Larry Barrett, Far Bank Enterprises

Of note, Michael White is the first Sales Rep to serve as AFFTA Chairman.

This week, AFFTA now moves into its third annual Dealer Summit, with retailers from around the country in attendance for the Bozeman, Montana, event October 16-19.

AFFTA advocates for and promotes the sustained growth of the fly fishing industry. By igniting consumer demand for products and services, providing businesses the tools to be successful, and advocating for access, protection and restoration of fishing waters, we will continue to enhance the passion and profitability of the sport of fly fishing.


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