About Us

We started running the FlyShop in 1994 from a small corner store in the tiny country town of Thornton, Victoria. In the beginning, we sold a small selection of our own hand-tied flies for use on local rivers, as well as teaching/guiding visitors and running rafts down the Goulburn River. We even used a shoe box for a cash register!

In the years that followed we started doing trips further afield to the Snowy Mountains, Tasmania and eventually New Zealand; acquiring professional accreditation in both countries along the way. These trips have now become so popular that you have to book a year in advance to reserve a spot.

In 1999, our online eCommerce store, The Fly Shop went live. This complemented our already hugely successful information site, www.gvffc.com, and allowed people to purchase our specialty flies and other goods directly from us in the comfort of their own homes.

In the years since we have grown exponentially to be one of the biggest retailers of flies in the country. We have many specialty patterns not available anywhere else; but more importantly, we have the experience of a team of full-time guides that are out on the water every day. 

We still fish as much as we physically can and are constantly chasing new species or travelling to new destinations. As dedicated fly fishers, we only stock flies that catch fish. You won’t find a bunch of flies kept only because we know we can make a buck on them. The patterns on this site are not necessarily the patterns sold in other shops or championed in the books of yesteryear. They are the patterns that we guides have in our own boxes and rely on for our living. Simply put; they are flies that work.

This latest build of our online shop (live as of December 1, 2013) has been streamlined to highlight the best of the products available. It is a work in progress with many more items to be added in the coming months. 
One of the big improvements that we have made has been the addition of more detailed descriptions for all flies; as well as better photos so that you are able to see most of the products in great detail. Last but by no means least; we have worked on our procedures by reviewing all past orders and designing systems to ensure the best service possible.

As we stand on the edge of our 20th summer of trading, we want to say thanks to all of our customers for their support over the years. Our goal is to keep on improving and deliver you the highest level of service that we can. We hope that you choose to shop with us for all your fly fishing needs.

Antony, David and the GVFFC Team.

Goulburn Valley Fly Fishing Centre
Free Call 1800 458 111 or (03) 5773 2513

Website:  www.gvffc.com
Blog:         www.flyfishingupdates.com
Facebook:   www.facebook.com/GVflyfishing