In January 2023, Southwick Associates’ Angler Survey found 40% of new anglers depended on brick-and-mortar fishing tackle retailers to prepare them to fish, more than they depended on friends, family and online retailers. In addition, 10% of new anglers depended on retailers to learn how and where to fish. However, mystery shopper research by the Recreational Boating & Fishing Foundation (RBFF) showed many new anglers, especially women and other non-traditional audiences, are often overlooked or poorly served by retailers, thus fostering an image they are not welcome. This poor introduction to fishing likely ends the attempt to fish for many, or erodes their enthusiasm, thus canceling much of states and others’ recruitment, retention and reactivation (R3) successes. Retailers are a critical cog in the R3 process and need attention if states and non-governmental organization (NGO) R3 efforts are to reach their full potential. Retailers are also perfectly situated to assist in retaining anglers, but also not likely well engaged in such efforts. This project is a collaboration between industry, the American Sportfishing Association (ASA), state agencies and the RBFF. As the association for the sportfishing industry, the ASA works closely with tackle retailers, manufacturers, outdoor media and the rest of the supply chain. We are best suited to connect with independent and chain retailers to help their staff better identify when an angler needs introductory support and to provide necessary support. In 2024, the RBFF began engaging with retailers and their wholesale suppliers to best understand their interest in recruiting and retaining new customers, plus their limitations and capacity to engage in R3. However, their outreach efforts, once determined, will likely be limited to one or two states yet to be determined and are not gathering feedback from new and potential anglers. These efforts will provide critical insights regarding how to engage tackle retailers. With ASA’s national reach, this proposed project will coordinate with the RBFF to improve and expand their effort to fishing tackle retailers everywhere. The results of this project will help retail owners understand how to better engage new anglers through their customers’ eyes. The results will then be combined with the RBFF’s 2024 experience to develop and improve educational and training materials designed to help front-line retail staff better identify first-time and newer anglers, proper questions to ask, assumptions to avoid and how to best prepare new anglers for success, plus other support materials identified in the surveys as important. ASA has retailers available to assist. The materials and toolkit(s) will incorporate findings from recent churn and motivation research funded by past AFWA/FWS Multistate Conservation Grants. We will also consider the retailer education materials developed by the Marine Retailers Association of the Americas (MRAA). The deliverables – most likely online toolkits and training materials complete with recruitment, retention, and ‘help offered’ materials – will be distributed to retailers nationally via our industry networks, regional retailer (or “dealer”) shows, trade webinars and our annual ICAST trade show which is the largest annual gathering of tackle retailers and suppliers. Results will be evaluated based on feedback from participating retailers via interviews to determine if the toolkit materials were effective in creating/retaining new anglers and, most importantly, if the pilot retailers are willing to continue using the materials. The RBFF will not need financial support for this effort, and volunteer retailers will work at their own expense. The beneficiaries will be states and other NGOs’ R3 programs and retailers. The outcome will be a greater number of new and retained anglers each year.