Brian O’Keefe
Brian O’Keefe has travelled all over the world as a fly fishing photographer and angler. In recent years he co-founded Catch Magazine along with Todd Moen and is now working with Eleven Angling. Brian currently lives in between the Henry’s Fork River and the South Fork of the Snake River in Idaho. In his words, “I’m 69 years old and have a serious fishing problem.”
How did you find yourself working in the fishing industry?
Brian: In college, I worked at a general sporting goods store in Bend, Oregon (mid 1970s) and spent most of my time in the fly fishing department. A few years later I started guiding on the Deschutes River and the North Umpqua River in Oregon, and on the Lower Klamath River for the The Fly Shop in Redding, CA. Three years later (1979), I started guiding in Alaska. One day, Dennis Black visited the lodge I worked at. Dennis started Umpqua Feather Merchants, and I had purchased necks and saddles from him and bumped into him on the North Umpqua. After a couple seasons in Alaska, I quit on my 30th birthday, to find a ‘real job’. I called Dennis and he offered me a rep job for the Northwest and Alaska, as factory flies were just starting and Umpqua was the best and first major player. I was Dennis’s first NW rep and soon after, I was the first Orvis rep, also. My rep job lasted 22 years, and I am proud to say I worked with some of the best people you could ask for, both in the the companies and in fly shops. In addition to Umpqua and Orvis, I worked for Patagonia, Simms, Scientific Angler, Scott Fly Rods, Lamson Reels, Charlton Reels, JW Outfitters, Buck’s Bags, Barbour, and dozens of little start up companies (and they all were at some point). Throughout my time as a sales rep, I sold fly fishing photography to all the fly fishing magazines, plus Field & Stream, Outdoor Life, Men’s Journal, USA Today, etc., and lots of books, websites, travel catalogs and on and on. When fly fishing wholesale and retail took a nose dive in 2007/8, I phased out the rep company, and with Todd Moen, started the online magazine Catch Magazine. After about 7 years, and lots of fun, I moved on to where I am now today, working for Eleven Angling.
How have you seen the fly fishing industry change over the years?
Brian: When I started fly fishing as a kid, I had a bamboo rod, silk line and horrible tippet material and clunky, obnoxious waders. Obviously, new materials and innovation have changed our products, like graphite, breathable waders, fluorocarbon, modern fly lines, rubber nets, polarized glasses, indicators/beadheads, cool watercraft and media of all sorts. These things and many more have changed how we enjoy our favorite pastime. As a business, or industry, the main change I have seen is consolidation, and owners who really don’t fish that much, or a group of investors who only look at the bottom line. To me, that has cut the heart out of the trade, in some cases. Fortunately, there are still quite a few few dedicated anglers running companies for love and profit. The Internet has been both great and tragic for the brick and mortar fly shop. It’s a case of “get on board or get out of the way.” Diversity and inclusion have gotten better at the angler base, and maybe just a little better at the trade level, where there is room for improvement. And then again, maybe most people just set their sights higher than the fly fishing industry. After all, there are a lot of better paying jobs in other fields of endeavor.
Seriously, we are all a little bit nuts to do what we do. I say that with a big smile on my face.
How did you get into fly fishing photography? Who/what are some of your biggest inspirations?
Brian: It’s a very long story, but basically I was given a Kodak Instamatic when I was in grade school or early junior high. The Kodak Instamatic was the first point and shoot camera (film) and everyone had one back in the late 1960s. I took photos of bass laying on the shore, trout and crappie on a stringer, and even took it to New Zealand, when I was 19. The rest is history. My mother was my biggest inspiration. She taught art at the University of Washington and I so wanted to show her I maybe had a sliver of artistic ability. When I was in my early to mid-20s, I worshiped Valentine Atkinson, and I still do. I did darkroom work in high school, and processed my own black and white film. I’ve never had a business card for photography, it’s still a hobby out of control. But, what a great companion hobby to fly fishing. Too bad Facebook and Instagram are overpopulating the world with photographer/influencers who must not have got hugged enough as a child! But, that's a whole different subject!
As a fly fishing photographer, I have visited a lot of great destinations, and worked with fantastic outfitters, guides and lodges. I don’t have a favorite international fishery, as I usually live within minutes of outstanding water, and public water, with smart trout is my favorite. But, for a lot of fun, I would list jungle fishing/peacock bass and places that have golden dorado as a super fun experience. I also really like tropical flats, Alaska, New Zealand and Chile, and our local bass, both largemouth and smallmouth. I could go on and on.
What projects or initiatives are you currently working on and excited about?
Brian: On a daily basis, I work a lot with Eleven Angling, as it is a sweet gig, and I work with really good people. In that role, I shoot photos and iPhone videos, I write copy for our website and printed material. I work with our travel partners/booking agents, and the media/magazines/videographers, I work the show circuit and meet with co-workers and discuss every aspect of fly fishing destination outfitting, from life jackets to fly lines. I also really enjoy doing fly club presentations, in person or through Zoom. I keep myself available to fire off photos to magazine editors and booking agents, fly fishing catalog makers, etc. I like to keep a steady supply of photos going to FFI, TU, Stop Pebble Mine, Save the Boundary Waters, Henry’s Fork Foundation, etc., just doing my small part.
Anything else you’d like to add about yourself, Eleven Angling, the fly fishing industry, or anything else?
Brian: For some reason stream etiquette has gotten so bad, that it's now what people talk about. It’s how crowded it is, and how people are crowding in, wading and rowing and power boating. That, and on our public waters, catching fish that were probably hooked the day before. I caught one 19 inch rainbow last summer with my fly and two others in the mouth and one in its back. These are two issues I do not know how to solve, but they are eroding the foundation of the sport.