With a lifetime of immersion in outdoor recreation, Russ Coburn was bitten by the fly-fishing bug in the 1980s when, in his role as banker for Jans Mountain Outfitters in Park City, UT, he met Jan Peterson. Jan introduced Russ to his “religion” and there was no turning back.
Russ subsequently left banking to join Jans Mountain Outfitters and commenced to expand the company’s fly-fishing business. He recognized a need for superior fly-fishing trips to the best destinations worldwide and started Jans Adventure Travel in 1990. In the ensuing years he has introduced over 1,000 individuals to the sport and created a cadre of avid anglers who join him regularly for excursions to the Bahamas, British Columbia, Christmas Island, and more.
Over the years Russ has developed Jans’ fly-fishing operations with strategic acquisitions and investments across the industry: Bulkley River Lodge on one of the world’s best steelhead rivers in Smithers, BC; Vail Valley Anglers, the premier guide service and fly shop in the Vail area; and Fishwest, a leading online retailer of all things fly-fishing with a bricks-and-mortar fly shop serving customers throughout the Salt Lake valley.
Ever forward thinking, Russ spearheaded Jans’ expansion from a strictly bricks-and-mortar business and added the global reach of a thriving e-commerce platform to deliver the finest products and services for fly-fishing and other outdoor recreation activities. He is an innovator in navigating the changing business landscape of manufacturers, reps and retailers, and building partnerships and alliances that build value for all parties. Under his direction, Jans has grown from a single store in Park City to 12 locations and a flourishing e-commerce business.
To keep life in balance Russ is habitually on the water, with at least 60 days each year.