Juha is the founder of Vision Fly Fishing and serves as the CEO of Vision Group. It is Juha’s vision that has had a remarkable impact on how the Vision Fly Fishing brand has evolved since 1997.

The story of Vision is closely tied to Juha’s passion for fly fishing, which began in the late 1980s. Places like the Gaula River in Norway and the Saarijärvi river system in Finland played a significant role in nurturing this passion, ultimately leading to the creation of Vision Fly Fishing.

Before founding the company, Juha worked in the fishing and fly-fishing tackle industry throughout the 1980s and 1990s with several well-known companies, including Shakespeare, Bruce & Walker, Scott, G. Loomis, Partridge of Redditch, and Scientific Anglers. Eventually, the time came to establish a European fly-fishing brand.

Juha still works closely with all departments, from product development to sales. At heart, however, he has always been a true salesman.

What is your thing in fly fishing, or do you fly fish at all? "I don’t fish as often nowadays as I did when I was younger, but each year I still do some saltwater fly fishing, along with a week in Northern Norway for trout and pike."

What are your top 3 flies?  "Well, I would have to choose three from my ‘fly-fishing high school-era’ back in the ’80s and ’90s: the dry fly Alder, the streamer Spuddler, and our national fly, Nalle Puh."

All-time favorite Vision products?  "Vision Cult and the white Venus rods. XLV reels for sure, and then our Loikka wading shoes."