Mayfly Outdoors, best known for its fly fishing brands Abel, Ross Reels and Airflo, hired Jeff Wagner as CEO and president.

Wagner was formerly at VF Corp. for five years, working for brands Smartwool and Icebreaker. Before that, he was general manager of R.L. Winston Rod Company in Twin Bridges, NT, and worked for over 14 years at Cabela’s in Sidney, NE. Wagner is a regular contributor to the fly-fishing industry as a field editor for Fly Fusion and Flyfisher magazines. He is a master certified fly casting instructor with Fly Fishers Int., where he also served as the board’s co-chair.

Wagner takes over as the company seeks to expand and acquire new businesses. The company, known for its conservation efforts, began with 17 people in Montrose and currently employs about 130 people across California, Colorado and the United Kingdom.