Strategy

Our Purpose

Inspiring everyone to get out and enjoy an exceptional fishing experience, regardless of background or ability, in the great outdoors.

"Getting Everyone Fishing"

Our Vision

To become the biggest fishing club, through which all anglers can shop with confidence, seek advice, and be inspired.

Underpinned by 6 Medium-Term Objectives

  1. UK business on a flightpath to revenue of £125m
  2. UK business on a flightpath to >£8m Adjusted EBITDA*
  3. Growing Europe’s largest fishing club, MyAD, and leveraging its value
  4. Development of a sustainable European business, focusing on Germany and the Netherlands and funding any expansion from existing cash
  5. Deployment of cash in line with a formal Capital Allocation Policy and on a flightpath to a >15% Adjusted ROCE**
  6. Angling retail’s largest responsible employer

Clear purpose, strategy and medium-term objectives

* Adjusted EBITDA is presented on a pre-IFRS2 and pre-IFRS16 basis, in line with market guidance.

** Adjusted EBIT divided by the average of opening and closing net assets, excluding cash and cash equivalents, where Adjusted EBIT is presented on a pre-IFRS2 and pre-IFRS16 basis, in line with market guidance.