Hello Arnaud, could you introduce yourself to our readers?
My name is Arnaud Brière, 51 years old, and I've been a professional fishing guide for 25 years in France and abroad: in the Netherlands and also in Ireland, where I manage the Esox Club (a famous fishing camp in Ireland). I've also been a Rapala Pro-Staff for 24 years.
Can you tell us about your early days in fishing?
So I don't come from a fishing family. Yet for as long as I can remember, I've wanted to go fishing. I quickly received a subscription to the magazine "Fishing and Fish" and the virus only grew. I started with spearfishing, then discovered carp fishing, match fishing, everything fascinated me. Then, at the age of 14, I caught my first pike with a spinner, which was the first trigger for my passion for lure fishing.
After a short break when I was 18/20, my passion quickly resurfaced and, at 25, I decided to take the fishing guide diploma to make it my profession.
Then everything came together very quickly. I became an employee of Club Esox (which I eventually bought out), the Rapala story began, a fishing camp was set up in the south of Ireland, guiding in the Seine, in the Netherlands... I'm still here, and still as passionate as ever 25 years later.
When, how and why did you agree to be pro-staff?
This happened very quickly, right from the start of my guiding business. Back then, things were very different from today. There were very few Pro-Staff in France. Of course, as a young, freshly-qualified guide, being able to attend shows and participate in lure development was something that interested me enormously.
And the offer I received to join the Ragot pro-guides was unexpected. It came about thanks to Philippe Pagnoux, one of the first guides in France. It was an opportunity I couldn't refuse. The Rapala group was a real forerunner in lure fishing, being the first to install a demonstration pool for lure swims in France. 24 years later, I'm still delighted to be a Rapala Pro-Staff.
What does being an ambassador mean to you?
Being an ambassador means a lot. First and foremost, it means representing the brand in the best possible way, putting the products in the spotlight and ultimately helping to drive sales. Of course, it also means being a fan of the products, knowing them and being able to talk about them. In my line of work, it also means getting my customers to fish for the products of the brand we represent.
I was lucky enough to be able to visit the Rapala factory in Sweden, and it's truly impressive. These lures start from a rough piece of wood and, after being shaped and armed, end up being individually tested in a swimming tank by an employee. It's hard to imagine this in 2025, but the process has remained unchanged.
What's your fondest memory, or anecdote, as a Pro-Staff to share with our readers?
Difficult question. In 24 years of partnership, there have been many wonderful moments. But perhaps the most memorable was the day when, as a young guide, I received my first endowment and put on this sweater in the brand's colors. I said to myself, this is it, I'm in it for real.
What do you think of fishing in France?
I've noticed a growing trend. Traditional fisheries are declining: jigging, natural bait fishing, live bait fishing, and lure fishing for predators is exploding. Fishing is becoming increasingly technical. The electronic revolution, too, with its "live" technology, which is making as much noise as it is being decried, as much as the arrival of the echo sounder a few decades ago. And that's just the beginning, when AI comes into its own...
Any advice for anglers who might one day want to join a Pro-Staff team?
Today, it's really quite complicated. The number of practitioners is exploding, and many are willing to do anything to wear a cap. It's also hard for me to answer, as I haven't asked myself this question for 24 years!
Above all, you have to be a fan of the brand, know the products and of course spend a lot of time fishing. And not just in the private pond next door. It's also essential to master social networks and You Tube. It's almost unavoidable these days, such is this "strike force". And finally, try to stand out from the crowd.
Thank you very much for taking the time to reply Arnaud. I wish you an excellent year of guidance and a fitting celebration of Rapala's quarter-century.
