We were lucky to catch up with Karin Miller recently and have shared our conversation below.

Karin, thanks for taking the time to share your stories with us today We’d love to hear from you about what you think Corporate America gets wrong in your industry and why it matters.

I think there is a mind set in Corporate America that a big sale is the best sale. When a person new to the sport walks into a retail store, companies see it as an opportunity to make a big sale. Put that customer into a pricey rod and sell them a ton of equipment. When a person is new to fly fishing they’re often unsure of what they really need. The reality is, they may not stick with the sport. Over half of new anglers that start fly fishing leave it within the first two years. Fly fishing can be a frustrating, challenging, and complex sport to learn. And it is an expensive hobby. If a customer is sold a lot of gear never to really use it or become involved in the sport, what good has that single sale done for the industry long term? Nothing except possibly create a disgruntled consumer whose contribution to fly fishing as a leisure sport, is abruptly over.
Giving retailers permission to encourage smaller sales and take a more reserved approach when suggesting equipment and gear can actually result in the creation of a trusting relationship that helps build confidence between the customer and the retailer. Instead, consider putting new anglers into a much less expensive tenkara rod where they can quickly become proficient in the basics of casting, presentation, hook-set and fish management. Then, add a reel to the mix.
This modest, simplified approach removes the complexities of fly fishing and accelerates the learning curve of new anglers, all while inadvertently nurturing their passion for the sport and the great outdoors. Adopting a philosophy that less is best, at least initially, improves the probability of returning customers. In fact, not just returning customers, but long-term customers that contribute to the overall health and wellbeing of the fly fishing industry as a whole, for years to come.
Recognizing more isn’t always better and that less can often lead to organic, natural, long-term growth is a shift in thinking for Corporate America. This mindset is mostly overlooked or completely missed but is ultimately a better investment for the future of the industry.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

As the Owner and Founder of Zen Tenkara, LLC I am extremely proud that Zen is the oldest independently owned and operated tenkara company in the United States. Zen Tenkara is also the only 100% women-owned rod company in the world. We design, manufacture, and sell tenkara-style fly rods, lines, gear and accessories both domestically and internationally. Zen Tenkara is known for pushing the boundaries of this fixed-line method of fly fishing and creating innovative, high performance tenkara rods that are revolutionizing and Americanizing this traditional Japanese method. Zen Tenkara offers a wide variety of rod models that range from a 1.5oz ultra-lightweight tenkara rod, ideal for blue lines and back country, up through a two-handed spey-style tenkara rod that can be used for steelhead or saltwater applications including redfish, bonefish and other incredibly strong species. Zen has created two proprietary tenkara line series, our All Purpose Floating Tenkara Lines and our Fusion Line Series. These lines have been an integral part of tenkara’s evolution in America.
Our goal is to bring high quality gear to market and offer anglers of all skill sets an intimate, exciting, effective and thrilling fly fishing experience with our designs and products. We hope that people of all backgrounds and experience will find this less complicated version of fly fishing more approachable and satisfying. Fun is the foundation. Bringing smiles to people; helping them to unwind and laugh a little (or a lot); and helping people appreciate and be in nature is what makes me and the Zen family happy. We want to be a part of your life journey through tenkara fly fishing. Most importantly, we recognize that we’re not just selling customers a rod. We are offering them an opportunity for adventure and a journey into the outdoors. At Zen we are honored to be included and a part of those experiences.

How’d you build such a strong reputation within your market?

Passion, sincerity and availability are key elements to a solid and trustworthy business reputation, whether with distributors, retailers or end customers. Bottom line, it boils down to treating people the way you want to be treated. The fly fishing industry is a small niche within the greater fishing industry. It is an industry of relationships and like-minded people that love the outdoors, are passionate about fishing and love the rivers, oceans and waterways. Channeling into that goodness helps keep you in a positive place. I like to reflect on the perspective of my customers and really try to understand their needs. If I was in that position, what would make me believe in the company and the product? Fairness is critical. If something breaks or is defective, replace it, happily. And thank the customer for their patience and understanding while you rectify the problem. Live isn’t perfect but we can take responsibility for issues that randomly come up. People understand this.
Human responsiveness is also a key element in building a positive reputation. These days when you contact a company it’s a rare thing to reach a human. Most times we get a recording and choose from automated options – that’s even if we can call the company. Nowadays, emailing is often your only choice to contact. At Zen, people answer the phone. If you do have to leave a message, your call is returned within 24hrs, by a real, live person who knows the products and wants to assist you. In fact, I try to take the majority of calls myself. When or if you choose to contact Zen through email, I write back. If you have a questions, I answer it, in length and offer to be a resourse in the future. Zen is a company run and operated by people for people. We are a part of your adventure, your passion and your leisure life.

What’s a lesson you had to unlearn and what’s the backstory?

The biggest most important lesson that I’ve had to learn is simply to trust myself. When I first started Zen Tenkara 11 years ago I was new to the industry. I felt inexpereinced and second guessed every decision I made. Should I do this? Should I do that? Will this work? I agonized over it all due to lack of confidence. Then finally at one point, I had this critical decision to make and I confronted my fears, “If I don’t believe and trust myself, then who will?” I had to believe in myself so others would. I went with my gut and dove in full force. It worked out great. I’m not saying be thoughtless or impulsive. Do your homework, learn the facts, make educated decisions. Just do the best you can at that moment in time. If you can get help or insight from someone, ask for their help. People like to help. Listen and ask questions. Hear what they have to say and reflect on it. Be open to input but ultimately, make your decison yours, and be prepared to live with it. If it turns out to be a miscall, learn from it. Mistakes make the best learned lessons.

Contact Info:

• Website: https://www.zentenkara.com/
• Instagram: https://www.instagram.com/zentenkara/
• Facebook: https://www.facebook.com/zenflyfishinggear
• Linkedin: https://www.linkedin.com/in/zen-tenkara-zen-fly-fishing-gear-577523144/
• Twitter: https://twitter.com/ZenTenkara
• Youtube: https://www.youtube.com/channel/UCkgQbppEICXfRXUfgDkrJBg
• Other: https://www.tiktok.com/@zentenkara