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 £100m
  2. UK business on a flightpath to >£6m Adjusted EBITDA*
  3. Creating Europe’s largest fishing club, MyAD, and leveraging its value
  4. Development of a sustainable European business
  5. Deployment of surplus liquidity to further grow the business beyond the medium-term objectives
  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