About us

WhereWiseMenFish has been trading since 2006 and in that time organised, choregraphed and designed hundreds of spectacular fishing holidays around the globe. 

Our holidays would be better categorised as journeys, voyages and expeditions!

WhereWiseMenFish was fused by a complete passion for fishing that runs through everything that we do. In 2006, as an avid fisherman, I felt that where adventurous destination fishing trips were available, the info on them was not sufficient to inspire confidence.  WhereWiseMenFish was built around a relatively select group of destinations and having intimate knowledge of them.  As avid fisherman we have learned in the last 12 years what is great, average and poor, allowing us to send you to only the great locations. We do not – and never will – recommend or host a journey to any destination unless we feel that it offers something above and beyond the ordinary.

The Managing Director  (Justin Maxwell Stuart) served for 8 years as an infantry officer in the Scots Guards of the UK armed forces, two years of which was on active service in Iraq and Northern Ireland. His undying passion for fishing moved his attentions to his longest standing passion -  Fishing.  WhereWiseMenFish was an opportunity to exercise the extensive skills built up planning and running military operations and exercises in the army, to the equally complex and demanding world of adventure travel, to far flung and remote destinations.  

Thirty years a soldier, Alistair left the British Army as a senior officer in 2018, having spent much of his career as an infantryman in the Parachute Regiment on operations all over the world, which included extensive service in Afghanistan.  He now divides his time between a senior position in a large global INGO (whose specialisation is removing the debris of war) and his passion, which is fly fishing for Atlantic Salmon and Sea Trout.  He is an experienced fisher and a highly proficient Spey caster; he also loves supporting and enthusing others and teaching newcomers to our wonderful sport.  He has fished across the world for indigenous and anadromous trout, salmon, bonefish and tarpon and is based in the South West of England.

To further the opportunities for our clients, WhereWiseMenFish purchased (2009) the leading salmon fly-tying workshop in the world.  WhereWiseMenFish owns and controls Shadow Flies which boasts a team of 140+ people with a collective 900+ years of tying experience. This allows WhereWiseMenFish to offer an unequalled range of 3,500 patterns, supplied to distributors, shops and fishing lodges. Shadow Flies produces 28,000 dozen salmon flies and fly tying materials a year with a turnover in excess of $1 million.

What separates us from our competitors.

• Our promises
• Total Neutrality – no preferred locations or lodges
• 12 years of experience
• Clients only deal with decision-makers
• Clients only deal with Fisherman!
• Owns and operate a WhereWiseMenFish lodge in Argentina
• Constantly exploring the world for new and untrodden destinations
• Discovering new destinations – sign up for our newsletter for exciting new journeys.
• Remove the hassle and risk of booking directly with expert impartial advice.

Lance Goodson - Carter Goodson Travel

A personal service that stretches far beyond the perceived security of an insurance policy or bonded travel affiliation.

Getting to your chosen fishing destination can sometimes be almost as expensive as the trip itself, with enough variables and potential issues to cause even the most experienced traveller to give pause for reflection.  At WhereWiseMenFish we use Carter Goodson Travel, ATOL and IATA bonded to decode and de-stress this part of your holiday.  Not only will they provide a personal service, in touch on phone and email during the booking process, but are available via a 24hr emergency telephone hotline to assist with any emergencies, schedule changes, delays or unforeseen issues throughout your journey.