There are businesses that sell things, and then there are businesses that ignite a love for something bigger than themselves. Ed’s Fly Shop, tucked right in the heart of downtown Montrose at 432 E. Main Street, is unmistakably the latter. Owner Ed LeViness has spent more than two decades chasing trout on some of the most spectacular rivers in the American West, and his shop has become far more than a place to buy gear — it’s a gateway to adventure, a gathering place for the community, and a testament to what happens when passion and purpose meet.
We sat down with Ed to talk fishing, community, and the remarkable journey that brought him to Montrose.
Montrose Business Times: Tell us a little about yourself and how Ed’s Fly Shop came to be. What inspired you to open a fly shop in Montrose?
Ed LeViness: I’m Ed LeViness, owner of Ed’s Fly Shop in Montrose. I’ve spent more than 24 years fly fishing for trout, and this business grew from that passion. My career began in hospitality, followed by nine years selling payroll services to small businesses. After moving to Colorado, I discovered fly fishing, quickly developed a passion for it, and started tying my own flies.
The business began in 2010 when a local company that made my fly-tying vise asked me to sell their vises online. What started in a linen closet steadily grew, and by 2015 I knew it was time to leave my corporate career and pursue the business full-time.
In 2019, we relocated from Steamboat Springs and opened our storefront in Montrose. We were excited by the opportunity to become part of a growing community that values small businesses and offers incredible access to some of the best trout fishing in the country. From the moment we arrived, we felt welcomed and supported, and Montrose has been a great place to grow our business.
MBT: How long has Ed’s Fly Shop been in business, and where are you located?
LeViness: Ed’s Fly Shop has been around since 2010, and you can find us at 432 E. Main Street in downtown Montrose. We’re fortunate to be just minutes from the Uncompahgre River and a short drive from the Gunnison, so we’re on these rivers regularly and enjoy sharing what’s actually working with our customers. We also ship gear all over the country, and it’s been rewarding to see customers who first found us online continue to support our shop no matter where they live.
MBT: What products and services does Ed’s Fly Shop offer? Walk us through what a customer might find when they walk through your door.
LeViness: When you walk into the shop, you’ll find just about everything you need for a day on the water. We carry fly rods, reels, lines, waders, boots, packs, apparel, flies, and fly-tying materials from brands we know and trust, including Scott, Sage, Orvis, Simms, Patagonia, Ross Reels, and Airflo. We also offer guided trips, so whether you’re looking for the right gear, the latest fishing report, or a day on the river with one of our guides, we’re here to help. Our goal is simple — to make sure you have what you need, answer your questions honestly, and help you enjoy your time on the water.
The Montrose area is well known for its outstanding fishing. What are the premier fly fishing destinations in and around Montrose that you recommend to your customers?
We’re really fortunate to have so many great places to fish close to Montrose. The Gunnison Gorge is one of my favorites, with incredible trout fishing and beautiful scenery. The Uncompahgre River runs right through town and is perfect for a quick afternoon on the water, and just a short drive away you’ll find the San Miguel, the Cimarron, the Ridgway tailwater, and plenty of high alpine lakes. Whether you enjoy wade fishing, floating a river, or getting off the beaten path, there’s something here for just about everyone.
MBT: What species of fish are most commonly targeted by anglers in this region, and what time of year is the best for fishing?
LeViness: Trout are what bring most people here, and we have healthy populations of rainbow, brown, cutthroat, and brook trout throughout the area. One of the things I love about fishing around Montrose is that there’s really something to look forward to every season. Spring brings some great hatches, summer offers fantastic dry fly fishing, and fall is hard to beat when the browns become more active. Even in the winter, the tailwaters can provide some really good fishing. If you’re planning your first trip, summer through fall is a great time to visit, but the truth is, we enjoy fishing here all year long.
MBT: Do you offer guided fishing trips, casting lessons, or other educational experiences? Tell us about those offerings.
LeViness: We do. We offer guided float and walk-and-wade trips on the Gunnison Gorge and other local rivers for anglers of all experience levels. Whether it’s your first time holding a fly rod or you’ve been fishing for years, we’ll help you have a great day on the water. We provide the gear, flies, and local knowledge — you just need to show up ready to fish.
We also offer beginner fly fishing classes, casting lessons, and fly-tying clinics for anyone looking to learn or improve their skills. If you’re interested, just give the shop a call or stop by, and we’ll answer your questions and help you find the trip or class that’s the best fit for you.
MBT: What sets Ed’s Fly Shop apart from other fishing retailers? What do you offer that customers simply cannot find elsewhere?
LeViness: I think what sets us apart is that we’re anglers first. We’re on these rivers regularly, so when someone asks what’s working or where to fish, we can share what we’re actually seeing on the water. We enjoy taking the time to answer questions and helping people find the right gear, whether they’re just getting started or have been fly fishing for years.
Our shop has everything from fly fishing gear and tying materials to guided trips, but what matters most to us is treating people right. If all you need is a few flies and some advice, that’s exactly what we’ll recommend. We want every customer to leave feeling like they were treated honestly and are excited to get out on the water. We think that’s one of the reasons so many of our customers keep coming back.
MBT: Who is your typical customer? Are you seeing new anglers getting into the sport, or is your clientele mostly seasoned fly fishers?
LeViness: We see a little bit of everything, and that’s one of the things I enjoy most. We have local anglers who’ve been fishing these rivers for years, people visiting the area to experience the Gunnison and our other local waters, and plenty of folks who are brand new to fly fishing. It’s always fun to help someone pick out their first fly rod or answer questions as they’re getting started. Whether you’ve been fly fishing for decades or you’re just learning, we want everyone who walks through the door to feel welcome and comfortable.
Fly fishing can seem intimidating to beginners. What advice do you give to someone who is just getting started?
My biggest piece of advice is to keep it simple. You don’t need the most expensive gear to get started. A good 9-foot, 5-weight outfit is a great all-around setup for fishing around here.
Stop by the shop, and we’ll help you get set up with what you need, show you a few basic knots, and recommend some places where you can build confidence on the water. Everyone starts somewhere, and we’ve all been beginners at one point. The most important thing is to get out there, enjoy the experience, and keep learning. Before long, you’ll be surprised by how much you’ve picked up.
MBT: How has the fly fishing community and the sport itself changed over the years? Are there any trends you’re seeing locally or nationally?
LeViness: I’ve seen fly fishing grow quite a bit over the years. It’s become more welcoming, and it’s been great to see more families, women, and younger anglers getting out on the water. The equipment has continued to improve, but one thing that hasn’t changed is that people come to fly fishing because they enjoy being outside and spending time on the river.
Here in our area, more people are discovering just how special these rivers are. That’s a good thing, but it also reminds us how important it is to take care of them. Respecting the resource and practicing good stewardship helps make sure these fisheries stay healthy for future generations to enjoy.
Ed’s Fly Shop is a local, independent business in Montrose. Why is it important to you to shop local, and what does being part of this community mean to you?
Shopping local is important to me because it’s about more than just buying something — it’s about supporting the people and businesses that make a community special. When someone chooses to shop with us, they’re supporting a local family and helping a small business continue to grow right here in Montrose.
Being part of this community has meant a lot to us. From the day we moved here, we’ve felt welcomed and supported, and we’ve tried to give that same support back. One of the best parts of owning the shop is getting to know the people who come through the door — we’ve shared a lot of fishing stories, laughs, and time on the river together. That’s something you don’t find everywhere, and it’s one of the things I appreciate most about owning a local business in Montrose.
MBT: Are there any upcoming events, promotions, clinics, or new products at Ed’s Fly Shop that you’d like readers to know about?
LeViness: Absolutely. We enjoy hosting events throughout the year that bring people together and help them learn more about fly fishing. During the winter, we offer fly-tying nights and beginner classes, and from time to time we host special events like our Benchmade knife engraving event.
We’re also always bringing in new gear and keeping up with what’s happening on the local rivers. If you’re planning a fishing trip or just want to see what’s new, the shop is the best place to catch the latest — new gear arrives regularly, and we always have a current fishing report.
MBT: What is the best way for the community to stay connected with Ed’s Fly Shop?
LeViness: The easiest way to stay connected with us is to stop by the shop at 432 E. Main Street in Montrose, give us a call at 970-964-9991, or visit our website at edsflyshop.com. We enjoy talking with customers, answering questions, and sharing the latest fishing conditions.
You can also follow us on social media, where we post fishing reports, new gear, and trip photos.
MBT: Is there anything else you’d like to share with the Montrose Business Times readers about Ed’s Fly Shop or the local fly fishing scene?
LeViness: I’d just like people to know that fly fishing is something anyone can enjoy. You don’t need a lot of experience or expensive gear to get started. If you’ve ever thought about giving it a try, stop by the shop and ask questions. We’re always happy to help people get started and share what we’ve learned.
We’re also incredibly fortunate to have world-class fishing right here in our backyard. It’s one of the things that makes living in Montrose so special, and we hope more people take the opportunity to get out and enjoy it.
Finally, I’d like to thank the Montrose community for all of the support over the years. We’ve met so many wonderful people through the shop, and many customers have become friends. We’re grateful to be part of this community, and we look forward to seeing you in the shop or out on the river.
Ed’s Fly Shop is located at 432 E. Main Street in downtown Montrose. Stop by, call 970-964-9991, or visit edsflyshop.com to learn more. Follow along on Instagram, Facebook, YouTube, and TikTok @edsflyshop.
