The fishing world deserves
a better website.
The specialist digital partner for ambitious fishing brands — tackle and bait, fisheries and venues, creators and guides. Senior design and build, by an angler who already gets it.
The flagship
Nuffinbutfishing.
A creator-led brand, turned into a platform.
Joe Wooltorton has been making fishing films since 2009 — sixty thousand subscribers, five hundred and fifty films on the bank, tuition, sponsors and a course. The business had outgrown its links. I designed and built the home that holds all of it.
“We’d built up so much with Nuffinbutfishing, but people were struggling to find everything we had to offer, and now it’s all in one place.”
- The problem
- Videos, tuition, a course and sponsors, spread across links. People struggled to find everything Nuffinbutfishing had to offer.
- The strategy
- Architecture first: the sitemap and the content decided before a screen was drawn, so the next phase — the shop — arrives as an addition, not a rebuild.
- Key decisions
- The latest films surface themselves from YouTube. Tuition hands off to booking without a detour. The course stayed on its own platform, untouched, while everything moved over.
- The build
- Designed and built from scratch on a modern stack, with an editor Joe runs himself — launched with a coming-soon page and a live countdown.
- Now
- Live since September 2026: one home for everything the business does — and ready for the shop, as an addition rather than a rebuild.
The opportunity
Great brands.
Forgettable websites.
Fishing is a huge, passionate, growing industry. The products are obsessed over, the audiences are fiercely loyal, and the money is real. But walk the digital aisle and most sites feel a decade behind — slow, generic, template-built, quietly undercutting the very brands they’re meant to sell.
That gap is the opportunity. Closing it — with a site as considered as the gear — is exactly what I do.
Who it’s for
Built for the best
in the business.
Tackle & bait brands
The gear anglers obsess over — finally sold by a site that does it justice.
Fisheries, venues & syndicates
Bookings, day tickets, lake maps and the reputation of the water — online and done right.
Creators & channels
Content hubs that turn a loyal audience into a real business. (Ask Joe.)
Guides, coaches & startups
New names that want to look established from the very first day.
What I won’t need explaining
A generalist agency would have to learn your world. I already fish in it.
- What a syndicate is — and why a day ticket isn’t the same thing
- How a France trip gets booked: months ahead, as a group, on trust
- Why a lake map and a swim guide matter more than a gallery
- What makes fishing content credible, and what gets laughed out of the comments
- Why someone watches hours of films before they buy a single rod
- How tackle, bait, fisheries, creators and retailers differ — and what each needs its site to do
How I help
A project,
or a partnership.
Website transformation
For an established fishing business whose website no longer matches the quality of the brand. Decided before it’s drawn, designed and built by one senior partner, and made to be added to.
How a transformation worksA new website
For a fishery, a guide or a new name: one page to look established from the first day, or a full site — the same standard either way.
How The Site worksSeason after season
Ongoing design and development once you’re live — new features, the next season’s launch, the shop when it’s time — from the person who built it.
How Evolution worksNot sure which? An Architecture Review decides it — a week, £1,500, credited in full.
Why me
A designer who builds.
An angler who gets it.
One senior partner, no handoffs
Strategy, design and production code from the same pair of hands. No agency layers, no junior work, no gap between the design and the thing that ships.
I actually fish
You won’t be explaining your audience, your products, or the difference between carp and coarse to an account manager. I already understand the world — and why your brand matters in it.
Let’s build something
the industry notices.
Thirty minutes: tell me about the business and where you want to take it. No hard sell — angler to angler.
Talk about a project