While many fly fishermen enjoy traveling west to Montana and Colorado to fish some of the most beautiful rivers in the world, few of them know that world-class fly fishing experiences are located in the heart of Pierce County.

Mark Walinske is a native of the Midwest and spent most of his life working in the corporate healthcare sector, serving in various roles in droves of companies, including serving as a five-time CEO of small Minnesota-based healthcare companies.

Walinske has been an avid fly fisherman for over five decades and has fished in more than half of the states in the United States. He also served as a fishing guide for recreational trips for a decade.

As he began to get older, he and his wife realized that they wanted to shift away from corporate America and establish a company revolving around an adventure-based passion that they share. That dream developed into a small Ellsworth-based business called Margo and Lola, named in honor of their two family dogs.

“My wife and I have both run small companies in healthcare and we both wanted to do an adventure-based business,” Walinske said. “We like small, beautiful little things and we thought we could make a business of it – the trends are all there.”

Walinske refers to the trends of younger generations including Generation X, Millennials and Generation Z, all of which have produced consumer data that shows they are more interested in experiences than material objects.

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“It’s evident, not just because of the pandemic, but it’s evident for a while that (those generations) are spending more on experiences and not on things,” Walinske said. “More so the younger generation. I’ve always been asked about where to start with fly fishing.” When Walinske created his business, he worked to ensure that it would be unique in multiple ways. Margo and Lola is beginner-friendly. Walinske and his staff of eight instructors, himself included, teach courses ranging from first-timer to some of the most advanced fly fishing courses in the country.

“We go through the basics and super foundational things,” Walinske said. “We talk about wet flies, dry flies, streamers, waders, entomology and the basics of the rod and casting. When you leave (the initial instruction) in 90 minutes, you will realize how much there is.”

The rigorous 90-minute curriculum will prepare students for their casting lesson, which will begin on dry land, and will provide them with the necessary background knowledge of the sport to truly comprehend and enjoy the hands-on lesson they will take.

Walinske’s company provides all of the necessary tools and equipment for a day of fly fishing. For those without a trout pass and a day fishing license, those can be purchased on-site for $20 and will give students every- thing they need to be a legal fisherman for the day. He spoke about the model for the company and providing a unique experience for customers.

“Our model has been, we are uncommon and uncomplicated, you bring you,” Walinske said. “All you have to do is show up and bring you, it’s an uncommon and uncomplicated service.”

Walinske not only designed his company to be friendly to beginners but Margo and Lola also provides opportunities for women to get their feet wet – literally and figuratively – in the sport of fly fishing. Media outlets throughout the world have spent the past several years reporting that fly fishing is gaining steam among women and some outlets have even stated that fly fish ing is the new yoga. A typically male-driven sport, Walinske explained the demographic shift in fly fishing.

“One of the big papers, either the Wall Street Journal or the New York Times, claimed that fly fishing is the new yoga for women,” Walinske said. “It’s true, especially when you think about mindfulness, balance, breathing and focus. The world is on fire for trying to get more women into fly fishing. Or –

vis, the world’s biggest fly fishing company, has indicated that they’re going to drive this because there is demand.”

Walinske stated that fly fishing is different from the standard hook, line and sinker approach to traditional fishing. It requires more touch, more finesse, and less strength and brute force. That trend has certainly appeared true with Margo and Lola customers, as approximately 80% of the customers in 2022, the company’s inaugural year, have been women of all ages.

“When those women come out here, they say ‘Amen’ to (fly fishing is the new yoga),” Walinske said. “They tell me it feels like it because a lot of those principles are the same. That was evident for us.”

Walinske has fully embraced welcoming more women into his business, as four out of his eight instructors are female. His classes also cap out at a 3:1 student-to-instructor ratio, so more time will be spent working closely with the professional during each session. He spoke about how his business ouers a unique experience, even something that the most experienced fishing guides can’t pro vide.

“I love guides and I use them around the country,” Walinske said. “Guides are great and serve a purpose, but there are only a few schools in the country that do what we do and there are fewer focused on beginners and females, with our food options (local), our amenities and level of instruction, you’ve limited it down to one – us.”

The business, located approximately eight miles outside of downtown Ellsworth on the Rush River, has modern amenities including a full kitchen, a modern bathroom, and more than 40 acres of land on both sides of the Rush River.

Given Walinske’s level of success in the healthcare field, he could have moved any –

where in the United States to start his fly fish ing business. He decided that he would set up shop on the Rush River for a couple of key reasons.

“Pierce County has these natural flowing rivers that are the perfect temperature for trout,” Walinske said. “From a trout fishing standpoint, you can’t find a better density of rivers, river systems, anywhere in the world and it’s here in our backyard. If you’re a fly fisherperson, this is the place to be.” Walinske stated that this world-class fish ing experience in Pierce County is often overshadowed by the fly fishing opportunities in the mountainous states of Montana, Wyoming and Colorado. He made it clear that he loves fishing in those states as much as the next person, but what Pierce County can provide is underrated.

“I’ve fished 38 states and they’re all fine places, but it just blows me away to think that people think they have to go there,” Walinske said. “They’re not idiots, they’re intelligent people who are ill-informed.”

According to Walinske, what makes Pierce County one of the best places to fly fish in the world is because it is part of what is called the Driftless Region, which is found throughout some of the Midwest states. Wisconsin is home to approximately 80% of the driftless region in the country.

It’s a topographical definition that is characterized by steep hills, ridges and carved river valleys from the receding glaciers thousands of years ago. As they receded, they left a unique driftless region that has made unique rivers in Wisconsin natural habitats for a healthy trout population – and the perfect place for fly fishing.

“I’m still surprised how many people don’t know what the Driftless Region is,” Walinske said. “The receding glaciers left these impressions and it’s perfect for trout – they love this area. It’s all natural habitat and you can’t find a better place anywhere.” Margo and Lola is a sustainable business that practices catch and release. To remain beginner-friendly, Walinske has maintained trails throughout the property that will lead beginners and advanced fly fishers alike to the river without hassle. Walinske spoke of customers that he’s had in his first year of business.

“I met this woman, she’s 83 years old, has always wanted to fish the Driftless region and even paid extra to fish for seven hours,” Walinske said. “I helped her get 10 beautiful fish and she was just beside herself. We got done and she gave me a check that was $100 more than we talked about. I told her it was more than we agreed and she looked up at me and said, ‘This is the best day of my life.’ She started crying. You can’t beat that.”

Walinske and his wife officially opened for business in the first week of January, but realistically opened during April. He only had a couple of customers that wanted to do winter fishing that early in the year. To date, he’s had approximately 100 customers, coming from mostly Minnesota, and most of the rest coming from Pierce County and the greater Wisconsin area.

He hasn’t done any advertising or promotional material and has instead relied on word of mouth while he continues to improve his operation during this first year of business. He spoke about how it’s gone so far.

“I think it’s gone better than we expected,” Walinske said. “I’ve been involved in 45 companies in various roles. My vantage point in year 1 is survival, year two is traction and year 3 is scale. I’ve learned that we have a relevant service in an awesome setting and we just need to pay attention to what works.” Margo and Lola provides a variety of options with varying prices. The introduction package of a private fly fishing class is $370 and includes a five-hour professional instruction class and all required equipment. A dis- count is offered to Pierce County residents and any students, with a photo ID and proof of residence. That class is discounted to $275 per person.

More information about the business, classes and pricing can be found at Margolola. com.

The main house on the property, also known as the gathering place, is where students will be able to stay for the night, enjoy the luxuries of a modern kitchen and bathroom, and will take their 90-minute introductory course before heading out to the river to fish. Photo by Reagan Hoverman

When customers show up at the Margo and Lola Fly Fishing School, they are greeted by a large sign with the name of the business as they drive onto the more than 40-acre property.Photo by Reagan Hoverman

Throughout the Margo and Lola property, there are more than 40 acres of land that can be used throughout the course. Owner Mark Walinske maintains trails so that students have an easy time getting around the land and can follow signs to lead them to and from the river.Photo by Reagan Hoverman