01 - BACKGROUND

Free Fly is a family-owned apparel company founded on a desire to simplify and enhance outdoor performance wear.  Known for their ultra-comfortable bamboo fabric and laid-back ethos — “Comfort on. Adventure out.” — the brand was founded by a former fishing guide in Montana frustrated with the discomfort of traditional gear.

With a loyal following in the fly fishing community, Free Fly has become a go-to for those who live in, on, or around the water. Now, the brand is at a pivotal moment in its evolution — expanding beyond its roots into surf, western fishing and lifestyle pursuits.  

02 - CHALLENGE

Navigating a pivotal brand shift

As Free Fly evolved from a niche fishing brand into a broader lifestyle and outdoor apparel company, they faced a key challenge: how to authentically introduce their brand to new consumer communities without compromising the trust and identity built in their core market. Their focus: expanding brand awareness and cultivating long-term loyalty in new communities.

03 - SOLUTION

We wanted to connect with authentic voices in the communities that we are a part of... authenticity is everything.”

Free Fly initially focused on reaching a traditional pro audience but quickly recognized the opportunity to engage a wider range of experts on the platform. One unexpected — and exciting — discovery was the strong traction among military professionals, a segment not originally on their radar. As Brannon put it, “Our connection with the military and Special Forces community came surprisingly naturally...it was really cool to see. “

In June 2023, Free Fly expanded access to their ExpertVoice store, opening it up to the full expert base. Guided by best practices from the ExpertVoice team, they implemented a tiered discount strategy aligned with audience segments. This approach allowed them to scale thoughtfully — maintaining a premium brand perception while driving significant growth.

2. Maximizing visibility through marketing

Free Fly has taken a diversified approach to their marketing on ExpertVoice, tapping into a full suite of promotional tools. From homepage banners and seasonal event placements to brand-dedicated emails and Flash Deals, they’ve steadily built visibility across expert audiences. Each campaign adds another layer of exposure and reinforces their positioning as a premium brand, whether it's a spotlight on sun protection ahead of summer or a chance to reconnect with new expert cohorts.

We pretty much pulled out all the stops this year… big growth goals and it’s pedal to the floor all year.”

3. Education as an e-commerce enhancer

To complement their sales strategy, Free Fly leaned into brand education as a way to differentiate their products and reward engaged shoppers. In 2024, they began offering optional ExpertVoice education — including a custom brand lesson and quarterly product modules — with a small discount boost for those who complete it. This incentive structure encourages experts to explore the brand’s story and product benefits more deeply without adding friction to the purchase journey.

You guys were killer... we thought [the custom lesson] would be a big lift, and then it took zero effort from our team. It was incredible.”

04 - RESULTS

Results by the numbers

What’s next

Looking ahead, Free Fly plans to continue treating ExpertVoice not just as a sales driver — but as a full-funnel brand-building channel.

We view revenue [on ExpertVoice] as an outcome. The goal is building authentic advocacy and education first — sales will follow.”

As the team begins to think about and plan for 2026, they are exploring product sampling campaigns and user-generated content to further deepen community engagement. “That’s what Pro should be used for… they know what gear is supposed to do.”