TU Business Community Fishing TROUT Magazine

Athena and Artemis Women’s Fly Shop

I’ve said it before, I’ll say it again: one of the best things about working with Trout Unlimited is the great people you meet.

Take Geri Meyer for example. She owned a fly shop for over a decade. Over and over, she kept hearing the frustrations that women have when it comes to buying fly fishing gear.

She heard about waders that didn’t fit, shirts that were just sized down versions of men’s shirts. She heard about shoddy quality and maybe worst, she heard about women who were simply ignored when they came to shop. It was obvious that female fly anglers need a dedicated place to shop for gear and clothing. They needed a space that was friendly and inviting. They needed someone who understood their needs.

They needed someone like Geri.

The idea was simple: Why not open a shop that any woman, anywhere, could access anytime with no pressure to do or say anything?  Why not just provide great quality stuff for women anglers all in one place? Why not bring all her experience in the industry to bear on a space that was women-centric and women-friendly?

Necessity gave rise to invention, and Athena and Artemis Women’s Fly Shop was born. Athena, the goddess of wisdom and strategy. Artemis, the goddess of the hunt. Women’s gear – they’ve got it. Women guides and instructors – got them, too. Hosted trips for women – yep, got them. If you’re a female fly angler, or if you care about a female fly angler, check it out. It’s the real deal.

Artemis and Athena Women’s Fly Shop

Geri Meyer

Viroqua, WI 54665

(608) 637-3543