Our mission begins with our name. We strive to get folks fishing for mental health and social wellness. We believe every human can benefit from the positive effects of recreational fishing on mind, body and community, and we partner with like-minded brands and individuals to help communicate this message.

The global pandemic and world events have caused a mental health crisis that is affecting everyone, of all ages and backgrounds. Studies show a near 300% increase in mental illness and substance abuse since 2019.

Studies have shown that fishing can be just as effective as meditation in reducing anxiety and improving mood. And because it requires patience and focus, fishing can also help to sharpen your attention and problem-solving skills.  Being in nature, around water is relaxing and therapeutic.  As you disconnect from devices and life’s everyday hustle, you get to reconnect with others, family and friends, both old and new.

A recent survey revealed only 18% of people in America fish. That’s 82% of the population who could be experiencing all the benefits of recreational fishing.  To reach as many of these folks as possible, GFF created a national media campaign drive through Lunkerville’s broadcast and streaming partners, and popular social media channels to inform, entertain, engage and inspire them to get out fishing for better mental health and community.