In 2014, fly fisherman Daniel D. Holm started laying fly tying videos online , recorded at home in his small tying workshop in Hjortshøj. These cozy, informal and personally marked videos were the starting point for the Nordic Anglers we know today. Daniel had been fly fishing since he was a boy, and was already a respected instructor in the Danish Sports Fishing Association and a certified casting instructor. Daniel dreamed of communicating his passion to a larger audience, and the new fly tying videos became his way of inspiring both new and experienced fly fishermen. They quickly became a great success among Danish fly tyers, and achieved almost cult status in the environment due to their authentic form and atmosphere. There was room for breaking the tying thread, talking to his little son along the way, silliness, chaos and not least rum in the glass. These were tying videos that differed significantly from the contemporary well-coiffed step by step approach to online fly tying. Daniel also started selling the materials for the flies he tied in the small online shop Blue Dot Media Shop, which quickly changed its name to fluebinding.nu. New ideas and videos came quickly, and soon fly fishermen from all over the Nordic region were following Daniel's videos about pike fishing, coastal fishing and, not least, foam beetle fishing for sea trout.

In 2016, Daniel quit his job as a primary school teacher to focus on the rapidly growing store.

In 2017, the company moved to larger premises on Rudolfgårdsvej in Viby near Aarhus. At the end of 2018, the passionate sea trout and salmon fisherman Martin Fabricius joined the ownership group. Martin has extensive experience and knowledge in the development of digital solutions, and the company began to seriously experience growing pains. At the same time as a sharply increasing product range, the new webshop was launched, and the company changed its name to Nordic Anglers.

In 2023, Christoffer Thorsager joined the ownership group. Like Martin, Christoffer is both a spin and fly fisherman. This was the starting point for the spin range that is now available at Nordicanglers. Just like when Daniel founded the store, the focus was on offering the absolute best products, regardless of the price range. Therefore, the starting point was once again what Christoffer and Martin have fished with themselves, and can therefore vouch for. Christoffer comes from the marketing world, and contributes to the daily operations, and has the overall responsibility for Nordicanglers' success with various marketing strategies.

During 2024, new faces were also introduced on the nordicanglers Youtube channel, as the focus would now be on both spin and fly fishing. In 2024, Nordicanglers moved the tent poles up and moved the warehouse from Viby to Randers NØ.

Christoffer primarily fishes for sea trout and salmon, but also has a weakness for fishing for sea bass, especially on the west coast of Jutland .

Manifesto

One of the central basic ideas we have at Nordic Anglers has been the same throughout. Namely, to sell quality gear. One of the very first things Daniel announced in 2014, in the then modest webshop, was that he sold the gear he used himself. That basic idea has followed us through the years. Of course, there is gear in several price ranges, but there is no gear at Nordic Anglers that we couldn't think of to fish with ourselves. Regardless of price, fly fishing gear must simply live up to our own high standards .

At Nordic Anglers we always strive to provide good and trustworthy advice to the customer. We are all passionate fly fishermen ourselves, and are therefore equally passionate about the good fly tackle , as our customers. As a customer with us, you should have a good experience with both the fly tackle and those who sell it. That's why we meet our customers at eye level, and give honest advice about tackle, from fly fisherman to fly fisherman. We stand behind what we say, and the tackle we sell.

We also want more than just selling fishing gear. We want to talk fishing, we want to listen, we want to learn from us, and we want to inspire our customers. We want our customers to learn something about fly fishing gear and fly fishing by talking to us. We want our videos to entertain, spread enthusiasm and a desire to fish. We want our platforms to inspire our customers to new techniques, new fish and new experiences in our shared passion. If we can succeed in that, then we have achieved what we wanted.

Last but not least, we want to contribute to a better sense of community in the Danish fishing world. Fishing is often considered a hobby for individuals. How can we help to counteract this? How can we help to increase cohesion between anglers? That's what we ask ourselves. If our platforms can help bring people together in the name of fishing, fly tying and nature. If we can contribute to anglers standing together to a greater extent when nature needs it, then we have achieved what we dream of.