This project aims to provide key insights to help practitioners of recruitment, retention and reactivation (R3) and the recreational fishing industry bolster fishing participation by exploring the underexamined role that fishing guides play in recruiting, retaining and reactivating anglers. Fishing participation counts and rates are at or near their highest levels in recent years; however, there are underlying warning signs including high churn and a declining frequency of fishing. The continued attrition and reduced frequency of fishing among existing anglers and the long-term trend of declining participation as a percentage of the population suggest that sustaining recent growth and encouraging regular participation remains a challenge. Often an overlooked component of an angler’s R3 journey, guided fishing services may act as key touchpoints for recruitment helping individuals try fishing through personalized experiences while offering support, motivation and access assistance to retain or re-engage anglers. A North Carolina study found that over 90 percent of guided clients reported their guide served as a role model indicating a powerful interpersonal influence on angler behavior. This project aims to better understand this impact. By examining the role of fishing guides in angler R3 through semi-structured interviews with up to 120 guides across the U.S. spanning saltwater, freshwater and fly fishing, we aim to uncover the interpersonal, instructional and emotional elements that shape guided fishing experiences. By including both mainstream and niche guide services such as those focused on women, we seek to explore how different guiding approaches influence client engagement and satisfaction. In addition, to guide interviews, the study includes a brief anonymous customer survey distributed via guide networks to assess clients’ fishing participation before and after their guided trips. The findings will help inform more effective R3 strategies for state agencies while offering guides actionable insights to improve communication, customer experience and business outcomes. DJ Case and Associates has been identified as the subrecipient of this grant based on their extensive experience in conducting quality research and communication efforts in the realm of R3.