We recently connected with Brian Koz and have shared our conversation below.
Brian, looking forward to hearing all of your stories today. Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later
For some, they know at a young age what they would like to do as an adult. I was in college and bartending at local Irish Pub- wishing I was spending more time outdoors. Often times I wish I had the motivation to start my own business in my younger years. I envy the young guides I see head off to Alaska or Chile each year, what a cool experience. But I had to wait to be in my late thirties. After a visit to my doctor for stress test, which revealed 90% blockage in my LAD, I decided to take the leap and become a full time guide. I am thankful for the motivation and treasure my time on the river with clients.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I have been fly fishing since I was 9 years old. Dad & Grandpa took us to a trout pond, we caught rainbows- but i wanted to catch them on a fly, something I tied. I went home and tied up my best pellet fly imitation with some panty hose and deer hair- it did the job for most hatchery trout. Keeping my first days in mind when I learned to cast and read a river, I try to impress these lessons on anglers as they begin their journey, We can float a beautiful section of the Manistee or Jordan River, or wade one of the many cool rivers we have in the Boyne/Petoskey Area. Many people resort to YouTube for instruction and lessons, which can be good, but in person/on hand instruction is much better. The Youtube Video cant tell you ‘How’ to cast or ‘When’ to stop your rod on the backcast. The more time you spend on the water, reading, learning, adapting, the better and more fun it becomes. Truly. If it was easy, everyone would do it. But it is similar to golf, I can teach you to cast in half an hour, it will take you the rest of your life to get good at it. Some get it naturally, others try to force it- physically. It’s not a Rapala, allow the line and the rod to perform. Once you feel the rod load and unload, its becomes magical – and you can do some pretty cool stuff. Teaching kids how to cast and catch trout is very fun- they light up with pure joy and excitement, reminding me of my youth.
I have a deep connection to the rivers and their watersheds- what an important role they play in where we live and what makes northern Michigan special. When we are on the water, I like to pick up a log or stone and show the clients various macroinverts that make up our ec0system and why they are so critical for healthy river, Mayflies, stoneflies & Caddis flies are the three main key quality indicators and we have plenty of species. We chase the big bugs and get excited about various mayflies, Right now, we just had decent Drake hatches, currently seeing sulphurs & Isonychia, and patiently waiting the grandaddy bug of all- The HEXagenia. We will be fishing late into the night for several weeks. Then we transition into Mousing and daytime hopper fishing. The fall brings out the Streamer Junkies- throwing big flies that imitate other baitfish, enticing predatory trout to chase and eat. Each Season holds its own character, and some arnt suited for fishing in the dark- you DO have to know what you are doing, but the biggest trout tend to feed late at night…
How did you build your audience on social media?
It seems obvious to me now, looking back, how Social Media played a critical role in the success of my business. The early stage of True North Trout came at the embryonic stage of Facebook/Instagram and I was fortunate to catch that wave. Writing blog posts and posting beautiful trout and scenery helped build an audience. Many folks are trapped in a cubicle Anytown USA and they can grasp a glimpse of Pure Michigan with a simple mouse click. These days, everyone has a phone that has more capability than computer systems from my college days and we can download various podcasts and watch videos from around the world. I encourage you to check out the variety of podcasts out there- especially if you are about to take a road trip, listen to stories from other parts of the world, it may open your eyes. As with any project, start small, don’t aim for the top of the mountain, you will get there, one day at a time. Its Ok if you don’t become the ‘One Million’ followers on YouTube- be true to yourself, I find more dedicated followers because I post and write about relevant issues. Invasive species, (ie Didymo, New Zealand Mud snails, Asian Carp) proposed changes to regulations, introductions of exotic species (Arctic Grayling), fly tying instructional videos and new products in the fly Industry.
Check out YouTube and Facebook- you shall see.
https://truenorthtrout.com/
https://www.youtube.com/channel/UCH8JfeltYo-bpWRfxaSgKfQ?view_as=subscriber
Any advice for growing your clientele? What’s been most effective for you?
I have found that donating guide trips to special organizations, like local FFF & Trout Unlimited Chapters has proved beneficial. I have many regular clients from years ago that first met me this way. But I also feel I get more ‘New’ people to the sport of fly fishing by donating to fund raisers outside of the box- Father Fred Foundation, D’Art for Art, Humane Society, Women’s Resource Center, Anglers of The Au Sable, Back Country Hunters & Anglers- these are people who might be ‘Fly curious’. The Trout Unlimited gang is already aware of who guides in Michigan. I have had many clients tell me they saw a particular video and either A) wanted to meet me or B) could tell I was genuine and either pleasant to be with or simply not a curmudgeon. Putting yourself out there- doing presentations at nonprofit groups, volunteering for Chamber activities, hosting fly tying nights at local bar to promote the restaurant and camaraderie are all good ways to promote your business. It feels good to be involved in your community and getting people together.
Contact Info:
- Website: https://truenorthtrout.com/
- Instagram: https://www.instagram.com/truenorthtrout/
- Facebook: https://www.facebook.com/TrueNorthTrout/
- Youtube: https://www.youtube.com/channel/UCH8JfeltYo-bpWRfxaSgKfQ
- Other: https://youtu.be/H6PQhT0-ExU https://www.destinationanglerpodcast.com/serenity-on-the-wild-scenic-manistee-river-with-brian-koz-kozminski/ https://youtu.be/IMdVoOzK2yw https://wetflyswing.com/streamers-for-brown-trout-with-brian-kozminski-true-north-trout/ https://youtu.be/GUxxwcg27g0
Image Credits
Kim Mettler Sam Bosworth