Strategy:  Introduce the previously gendered sport of fly-fishing to women by reframing their conception of a 'comfort zone'. 


The fly fishing market is extremely niche and exclusive. According to the American Fly fishing Trade Association, the total sales of all fly fishing equipment per year is only $750 Million. Only 15% of the consumers are women. Major fly fishing supplier and competitor, Orvis, currently has programs to teach women the trade.


* Disclosure: I edited a royally-free photo, I did not take it.