Our History

Our History

Since 1985 Leland Fly Fishing has provided anglers around the world with great gear for their fly fishing needs.  We’ve selected brands that have always represented what our sport is all about, and the gear we fish with on our days off.  With all the choices out there we have tried to make it easy for our customers by narrowing down theses choices and focusing on solutions for your angling needs,

Starting off in the San Francisco Bay Area, rich in fly fishing history with brands such as Abercrombie and Fitch, Winston Fly Rods and Scott Fly Rods,  Leland Fly Fishing Outfitters started out as Woolley’s Fly Fishing Outfitters.  Founded in 1985, Pete Woolley provided an amazing service to the Bay Area fly fishing community by carrying the best products and offering great local knowledge of California fisheries as well as fisheries around the world.   Pete owned and operated retail locations in Lafayette and down town San Francisco (blocks from Union Square) until the late 90’s when selling to Joshua L. Frazier.

Not wanting to name the business after himself, Josh renamed Woolley’s Fly Fishing Outfitters to Leland Fly Fishing Outfitters in tribute to his grandfather, Leland Frazier.  Leland was someone Josh had never met, but the stories of his passion for fly fishing were passed down to Josh by his father.  Leland frequented the Owens River and was passionate about pursuing trout on the fly.

As with anything you must keep up with the times to be successful.  Josh started flyfishingoutfitters.com right when the .com boom was just beginning and was now able to offer that same passion his grandfather had and spread it worldwide!  The web was a great way to sell product, provide knowledge, and share our rich history of fly fishing.

Today, flyfishingoutfitters.com is LelandFly.com and we still  focus on specialty brands such as Red Truck Fly Fishing Company, Airflo, Hatch Outdoors, Thomas & Thomas Fly Rods, just to name a few.  While our brick and mortar stores are no longer in operation in San Francisco or Lafayette, we like to consider ourselves a virtual “local” shop for all our customers.  Feel free to give us a call anytime to tell a fishing story, ask about product, or just get some advice, we’re here to help you and make the most out of your time on the water.

Tight Lines !


(415) 659-9356