Fly Fishing → Orvis® Club (Concept)
You may know Orvis, the renowned fly fishing equipment brand founded in the United States in 1856. This case study is a concept of what Orvis can choose to design, a type of brand community centered on a shared hobby: fly fishing, using the Ferris Five Framework. Ultimately turning guitar-playing hobbyists into members with benefits, including access to exclusive events and unique experiences.
Meet your researcher.
Andre Brathwaite
Brand Community Strategist
After struggling to find a badminton community to enjoy recreationally, Andre turned his focus to helping product marketers create a type of brand community where adults can come alive through shared hobbies—known as branded recreation clubs. Drawing from his research on iconic brands, he developed and shares a powerful framework called The Ferris Five. His mission is clear: to inspire product marketers around the world to design more branded recreation clubs that bring adults together through the joy of shared hobbies.
• Learn more about Andre: LinkedIn
Listen.
The opinions expressed are solely those of the host and do not necessarily reflect the views of any brand mentioned. We encourage you to check their corresponding websites for further information.
The Ferris Five Framework
Explore Orvis’ current offerings, and the opportunity to design a membership for a type of brand community centered on a hobby—a branded recreation club, incorporating suggestions grounded in the Ferris Five Framework.
-
When Charles F. Orvis founded the Orvis Company in Manchester, Vermont in 1856, his passion wasn’t just business — it was fly fishing itself. A hobbyist at heart, he began crafting his own rods and flies, driven by a desire to improve the experience for others who shared his love for the water.
Today, Orvis continues Charles’s legacy through education, conservation, and community — creating a world where every cast connects people not just to fish, but to something deeper.
Learn More: About Orvis
More Engagement ↓
Orvis has always been a storyteller — capturing the rhythm of the water, the patience of the angler, and the shared wonder of being outdoors.
Watch Videos: Orvis, YouTube Channel
More Engagement ↓
Orvis News is where the fly-fishing community comes to connect, learn, and be inspired. From conservation updates and casting tips to behind-the-scenes stories from guides and ambassadors, it’s a living journal of the sport — one that celebrates the waters we fish and the people who protect them.
Read Stories: Orvis News
-
Orvis does not offer a membership to a branded recreation club. Listen to our case study to learn more about the Ferris Five Framework and the suggestions given.
-
Orvis members come together to share the joy of fishing — from intimate streamside gatherings to destination adventures across the globe. Whether you’re tying flies at a local event or wading through Alaskan rivers, Orvis turns the act of fishing into a shared journey.
Looking for more of a first step into fly fishing? Head out experience Orvis’ Fly Fishing 101, classes where you can learn basic casting, essential knots, among other techniques, to get you ready for Fly Fishing 201: learning to fish on local waters.
Popular Activities: Orvis Fly Fishing 101 · Orvis Saltwater Events · Orvis Game Fair and Sporting Weekend · Conservation & Habitat Restoration Projects · Orvis-Endorsed Destination Trips
Explore All:
In the United States: Multiple Cities
In the United Kingdom: Multiple Cities
-
Visit the historic Orvis Rod Shop, where every fly rod is handcrafted by artisans who treat each piece like an heirloom. Visitors can tour the facility, meet the makers, and witness the precision and patience that define Orvis design. Just next door sits the Orvis Fly-Fishing School in Vermont, the first of its kind in the United States.
Explore Locations:
Tours: Orvis Rod Shop Fly Fishing Schools: Vermont | Ohio | New York | Wisconsin | Alabama | Florida | Maryland
-
More Engagement ↓
The Fly Fishing Learning Center and is where fly fishers can get videos, listen to podcasts, take lessons and quizzes, to continuously learn about their hobby.
Explore Portals: Orvis Learning Center
More Engagement ↓
Follow Orvis by joining one of their social media accounts to engage with the latest they have been up to.
Visit this place:
Buy this product:
