Fewer than half of all licensed anglers renew their fishing license each year.

To identify how to boost angler retention rates, we must answer the question, “Why do many anglers quit?”; “What do they do in the years when they do not fish and why?”; and “How can we encourage anglers to keep fishing?”

An American Sportfishing Association (ASA) study, funded by a U.S. Fish and Wildlife Service grant using sportfishing restoration excise tax dollars, provided insights and recommendations about why anglers often quit fishing and what we can do about it. This project, conducted in 2024, was based on insights gained through surveys of active and former anglers made possible with the assistance of 24 state fisheries agencies.

Understanding why anglers often quit fishing is aided by knowing why they originally started fishing. Previous ASA research showed top motivations to fish include:

• Fun/excitement
• Relaxation
• To socialize with others
• To be outdoors

All anglers don’t seek all these motivating factors, but most want to achieve one or more when fishing.

Lapsed anglers do not dislike fishing, but they perceive other activities as better at providing the fun/relaxing/social/outdoor benefits sought from a day of recreation. Often, other recreational activities are chosen if they are seen as:

• Easier to learn,
• More convenient, or
• Preferred by family and friends

Another way of looking at this is a lack of basic fishing skills, not knowing where to fish, and not having someone to fish with are critical problems causing many would-be anglers to find other ways to spend their dollars and time.

Beginning adult anglers are less enthusiastic and quicker to quit in favor of other activities. Fishing can require specialized knowledge and equipment not available to beginners. Promoting the social and fun benefits of fishing are key for recruiting new anglers, but ensuring new anglers successfully catch fish may be critical for retaining them.

Catching a fish is important to the decision to fish again. By finally catching a fish, many then discover and embrace the thrills unique to fishing. It doesn’t have to be a trophy either. A solo bluegill can be enough to open the world of fishing to a new angler, especially kids. Give them a moment to hold and examine, or meet, the fish. In my experience, having a young angler name the fish before returning it adds to the experience.

Just as important as catching that first fish is a mentor. That person does not need to be an expert, but fishing with an experienced angler or obtaining input and support from experts is critical to winning and retaining new anglers.

What competes for anglers’ attention, and often successfully steals them away? Other outdoor activities. Fishing’s primary competition is outdoor activities such as camping, boating without fishing gear, swimming, hiking, and more are our top competitors, and they will win if our anglers see these activities as providing a greater net level of fun, relaxing, and social time outdoors. Indoor recreational activities, including video games, shopping, and cooking, ranked 10th out of the 15 alternative activities we tested. Many former anglers said they did not have time to fish. That’s hooey. Each day still has 24 hours. “Not enough time” means that they found other activities which provided more of the fun, relaxation, social and outdoor benefits they want from a day of recreation.

Travel distance, not knowing where to fish, and not having someone to fish with are greater barriers for lapsed anglers under 34 years old versus older anglers. Females ranked fishing as being more difficult to learn and more expensive compared to other recreational activities. Many lapsed anglers report fishing is still their top preferred activity, even in the years they do not fish.

Recommendations to keep people fishing include:

• Take them fishing!
• Help new and lapsed anglers know where, when, and how to fish locally—in-person whenever possible
• Do all you can to help beginners have success in catching fish:
  • Avoid sending them after trophy or gamefish
  • They probably do not have the same expectations as you regarding what makes a good catch

When it is not possible to match new or lapsed anglers with other anglers:

• Develop fishing programs/promotions to encourage people to attend with friends and family
• Take fishing education efforts where friends and social networks already exist (e.g., schools, scouts, camps)
• Provide information that helps them succeed in catching fish

To retain somewhat experienced anglers, helping them learn how to catch more and/or larger fish may be key in retaining anglers.

• Partner with local tackle retailers! They are a top-trusted source of local fishing information and support
• Help friends make plans to fish with friends
• Novices want info on gear selection and how to clean and cook fish
• Females were more likely to want lessons on knots

The future of fishing depends on people like us, those who know fishing and depend on it for a livelihood, to be engaged, to help introduce new anglers and keep our current anglers fishing. Not only does it help protect our future, but watching someone’s face when they catch their first fish is worth the trip! Don’t forget to have fun out there. Tight lines!

By Rob Southwick, Southwick Associates