About Us
The Heart of Angling. The Precision of TAA.
The Amateur Angler began with a pure love for the craft—in the true sense of the word “amateur,” rooted in the Latin amator, meaning lover. It started with nothing more than a stick, a loop of line, a single hook, and a small piece of bread, driven only by the excitement of feeling that first bite. From those simple beginnings, the journey grew naturally: basic rods and second-hand tackle, long nights learning knots and rigs, seasons spent on local ponds, early sessions on UK beaches, and countless hours on shingle shores like Chesil, which became our personal test ground.
Over time, passion grew into craft, and craft evolved into engineering, giving rise to TAA—our badge of precision and premium performance. The Amateur Angler carries the heart, history, and love of fishing, while TAA represents disciplined design, strength, and engineered quality. Together, they form a brand built not from boardrooms, but from memory, honesty, and a genuine desire to do things properly.
Mission
Our mission is to unite the soul of the amateur angler with the precision of expert craftsmanship. The Amateur Angler carries the emotion, heritage, and love for fishing, while TAA represents engineering, performance, and reliability. We create equipment shaped by precision, strength, and passion, build truly premium tackle, guide new anglers with honesty, and support local rig makers by showcasing their work. Through transparent guides, stories, and testing, we aim to preserve the heart of angling while delivering serious technical performance.
Vision
Our vision is to build a space where passion and precision coexist, connecting every angler—new or experienced—to both the heart and craft of fishing. We aim to honour the pure love of the amateur while advancing TAA’s engineering excellence, creating a brand trusted for authenticity, quality, and performance. We envision a thriving community that supports local rig makers, shares knowledge openly, and offers premium, purposeful equipment. Above all, we seek to preserve the spirit of angling while inspiring a new generation to fish with pride and passion.
Core Values and Unique Strengths
Love for the Craft
We build and fish because we genuinely love it. The true spirit of “amateur”—doing something for pure passion—guides everything we create.
Precision • Strength • Passion
Our core philosophy. Every rod, rig, and product must embody these three qualities before it reaches an angler’s hands.
Real-World Tested
From Chesil Beach to local fisheries, we test gear in real conditions. If it doesn’t feel right, it doesn’t go into production.
Community First
We craft premium rigs and also buy directly from local rig makers, supporting their skill and giving them visibility in our marketplace.
Premium by Design
Our quality comes from engineering, testing, and disciplined manufacturing—not from a marketing label.
Accessible & Welcoming
Everyone belongs here—from beginners with simple setups to specialist anglers with advanced TAA gear.
Founder’s Letter
The Amateur Angler was born from a simple feeling — the pure excitement of a first catch with nothing more than a stick, a loop of line, and a piece of bread. That moment grew into love, then obsession, and finally craft.