Guideline strengthens product development team

Scandinavian fly tackle brand Guideline has added major experience to its product and development teams by taking on two well-known industry specialists.

Tellis Katsogiannos (pictured left) and Paul Richardson (right) will be working alongside head of tackle development Leif Stävmo to help the brand with its goal “to inspire and give people the best possible fly fishing experience.”

Tellis, from Sweden, is 37 and boasts 16 years of experience in fly rod and fly line design. During the last decade he has operated his own brand, TSD.

Besides being a dedicated fisherman chasing multiple species on a fly, he is an outstanding fly caster and has won gold medals in world championships and he will bring his unique ability to translate his casting skills into new product developments of rods and lines.

Coupled with product development his great passion is teaching casting and flyfishing to all levels of fishing enthusiasts. While winding down his own product line, Tellis will gradually step up the work to become a full-time employee by the end of this year.

Meanwhile, 40-year-old Paul from the UK is an industrial designer with unrivalled experience and track record as an industry-leading brand and design consultant through his business RISE CREATIVE.

As a passionate fly fisherman his specialty has naturally become fly reel design, having worked in the hard goods space for the past 14 years with some of the most respected brands in the industry.

Meshing with the internal Guideline team, Paul will lead the design and development of fly reels for Guideline and the firm says he will be responsible for some ground-breaking advancements in this category over the coming years.

Espen Myhre, Guideline’s product and brand director, said: “This is one of the most exciting and substantial investments we have ever done in P&D. In total our team now consists of five dedicated product developers.

“These two recruitments will strengthen our capacity to develop future products that have less impact on our environment, meet the high expectations of the modern fly angler and continue to bring everlasting moments by the water.”