Interview: Our fly fishing field consultant Steffan Jones

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Interview: Our fly fishing field consultant Steffan Jones

Interview: Our fly fishing field consultant Steffan Jones

A fanatical angler since his grandparents bought him a telescopic rod at the age of four, Steffan Jones is now one of the most respected fly fishing guides in the UK and further afield. We spoke to him about his introduction to and journey in the sport and his role as a field consultant for our fly fishing range.

Where did it all start, Steff? How and when did you get into fishing?

I am a firm believer that we’re products of our environment. I was fortunate to be brought up in the wilds of West Wales. There was a small stream close to the house and the mighty River Teifi (well, mighty when you’re four!) nearby. During my childhood, I was either trotting a worm down the small streams or tickling trout from underneath the riverbanks – it was a great upbringing.

My grandparents went on holiday to Italy and brought back a telescopic rod for me. That was probably when it all became a bit more ‘serious’ and the bug was well and truly engrained.

Fly fishing appeared a few years later, when the local fishing club (Llandysul Angling Association) started offering free casting / fishing lessons during the summer holidays and then there were fly tying lessons throughout the winter. It was an amazing platform and one that continues strong to this day – the club has around 50 junior members, which is something to celebrate nowadays and in the current climate.

Fast-forward a few years, how did that then develop into a career? And, briefly, what has that career entailed?

It doesn’t feel like a job, but then most jobs that are enjoyed probably don’t.

I remember finishing university after completing a BSc and MSc and thinking ‘do I really want to be a town and country planner?!’. I always believe in having contingencies and knew that if other plans failed then I had my qualifications to fall back on. As such, I set up a small travel company, but then soon got asked to join a much larger fishing travel company, which I did. I worked there for six years before moving to a different fishing travel company, which I was with for nine years. Then Covid struck and I got made redundant.

This was a pretty tough time with two young kids and a mortgage, but I tend to very much see positives and opportunities rather than feeling sorry for myself. As such, I saw it as an opportunity to set up a fishing travel company myself – FishTravel – which has now been trading and slowly gaining traction over the last three years. In hindsight, being made redundant was a blessing, as I have never been happier.

In this line of ‘work’ you still need to have your hand in a few pies. So although FishTravel is my primary focus, I still write, guide on the brown trout and sea trout front, and do talks, etc.

Describe your involvement in the development of the Schöffel fly fishing range as a field consultant? What were you looking for in the product?

I have known Marcus Janssen [executive director at Schöffel Country] for many years – back from the days when he was editor at Fieldsports magazine, in fact. We instantly hit it off and have been good mates ever since. I have also guided him on the sea trout front, where he caught a cracking sea trout on his first attempt – no surprise given his ability, but for goodness’ sake don’t tell him I said that!

Anyway, moving on to pastures new, he became a central cog within Schöffel and I was more than keen to help him in any way I could. With this in mind, we instantly started chatting about what was missing (in terms of products and quality) from the world of fly fishing apparel, how things could be done differently and, more importantly, better.

Steff with a stunning Icelandic sea trout, and the Salar II Wading Jacket keeping him dry

I had some input at the early stages for some products, but nowadays the brand is flying and, in fairness, needs little to no input from me at the design stage. However, I do still play a part in rigorous field testing – a need that is often overlooked by a lot of the top competing companies that are in a frenzy to get something to market and then let the purchasers become the guinea pigs! That approach is totally wrong, of course, and does untold damage to a brand – hence why I love Schöffel’s ethos and being part of the team. If you are going to endorse and stand behind a brand and its products, then you need to have absolute faith in them, otherwise your trust and standing is soon lost.

Some may say ‘he’s only wearing Schöffel because he’s getting it for free’, which is probably one of the stupidest things I hear. I am out in the harshest of environments. I get to travel the world and fish in very inhospitable places. I need gear that’s not going to let me down. If it did, it could not only ruin a trip, but also put me in danger. If some believe that I would jeopardise a trip and my health for some freebies, then they’re very much mistaken. I wear Schöffel gear because I trust it to perform. I also know it will last – yes, some garments are expensive, but they will last for many, many years. I probably fish more in one season than most do in ten (just don’t tell my wife that I admitted to that). With that in mind, I would still expect the garments to perform faultlessly for several years.

Your favourite river in the UK?

I am not a species snob. As I said at the start of this interview, I believe people are a product of their environment. As such, we fish where and for what we have access to. Yes, I was brought up on the River Teifi in Wales, which is known as the queen of Welsh rivers and holds a special place in my soul. However, I then love the likes of the River Usk for trout, and I have so many memories of sea trout on the River Nith in Scotland, huge trout on the River Clyde, etc.

Different rivers conjure different emotions and memories, making it impossible to choose just one. We’re lucky to have access to such beautiful places and they’re to be appreciated in their individual ways. Even the industrial rivers of South Wales where I fished extensively during my time in university have unique appeal, charm and beauty.  

Your favourite species to fish for?  

As previously mentioned, I am in no way a species snob and I think our wonderful sport is too varied for us to be. The unique appeal and challenges of different species is special. It keeps you guessing, and you can never get bored. I have been fortunate to travel the world through the sport, catching monster taimen in Mongolia, dorado in Bolivia, salmon in Iceland, steelhead in Chile, to name a few. However, if I had to choose what my last cast would be for, then it would have to be sea trout.

Sea trout have captivated me like no other species – hence why I ended up writing a book about them! Just when you think you have them all figured out, they throw you a curveball. That, combined with their fighting prowess, makes them a magical fish to target.

Which to choose…?

If you could have only three flies in your fly box for that species, what would they be?  

I am a firm believer that size, depth and speed take precedence over pattern. Anglers get totally transfixed with the right fly, rather than their approach and watercraft.

Having said that, I would be hard pushed not have the Sunray Shadow on my list, especially given how visual and aggressive the takes usually are. Secondly, an emerger / dry incorporating natural ingredients such as heron herl, cdc, hare’s ear and the like – something generic but ultimately deadly! Thirdly, it would be a simple black and silver pattern like a Silver Stoat in lots of sizes. These three would certainly cover a lot of situations on home waters.

The highlight of your fishing career to date?  

I love guiding. I have guided for some 28 years now and still love the experience. I think my highlight must be introducing others to the sport.

Guiding helps you rekindle the memories of your early days on the river, and how a fish or environment made you feel. Seeing someone, for example, land their first sea trout is a great experience. Their excitement is infectious.

Fly fishing collection

The Schöffel Country fly fishing collection utilises the latest technical materials, and designs tested by a hand-picked team of field consultants, for premium performance you can trust.