Fly Fishing Education Center in Sonoma Valley Leland Fly Fishing Outfitters is a designer, procurer and online seller of Fly Fishing equipment and apparel that was founded in San Francisco in 1985 and is named after the grandfather of its owner Josh Leland Frazier, who bought the company in 1999. Leland Fly Fishing Ranch along Highway 121 in southern Sonoma County is the company’s new home. It is a work in progress established to provide a place where our expert team and customers can come together to learn and share a knowledge of and passion for fly fishing—how to do it, where to do it, and most importantly why. At Leland, we understand and celebrate fly-fishing as a gateway to other truths, about nature, humankind’s connection to it and our intended role as stewards, lest what has been created be lost for evermore. Rivers need friends, we say, and fly-fishing creates these friends. . . . twenty years from now you will regret more the things you did not do than the ones you did. So, cast off the bow lines, sail away from sage harbor, catch the trade-winds in you sails! Dream! Explore! Discover! . . . Mark Twain Leland is the modern version of the old fly-fishing specialty shops that once existed all to share knowledge of fly-fishing and passion for the environment. At Leland, our vision is this: hooking a dad or mom who one day shares the activity with a daughter or son, creating new generations of angler environmentalists, one person at a time.