Hey everyone! Today, I’ve got an inspiring story to share about a guy who’s blending passion, community, and culture in a way that’s shaking up the fly fishing world. Meet Mario Guel—a skateboarder, angler, and taco enthusiast hailing from San Jose, California. He’s taken his love for the outdoors and good food to northern California, where he runs Taco Fly Co.
Now, Taco Fly Co. isn’t your typical fly fishing outfit. It’s part guide service, part lifestyle brand, and 100% about celebrating the joy of fly fishing, fun, and yes, tacos! Mario’s mission is to create a welcoming space for anglers of all skill levels and backgrounds. He’s all about being the change he wants to see in the industry, and let me tell you, he’s hitting that mark with flair.
Let’s dive into Mario’s journey and the heart behind Taco Fly Co.
When did you first learn how to fish?
Mario grew up in a pretty rough neighborhood near Seven Trees by the Drive-Ins in San Jose. Despite that, his parents were incredibly supportive. His dad introduced him to fishing at the tender age of five. Picture this: a young Mario at the local reservoir, a nightcrawler on a bobber, and the thrill of catching his first bluegill. There’s even a photo capturing his pure joy—smiling so hard you can barely see his eyes!
His love for fishing only grew from there. Saturdays were for waking up early to catch bass fishing shows and devouring Bassmaster magazines before cartoons started. Without a mentor to teach him bass techniques, he took matters into his own hands, applying what he learned from TV and magazines to the banks of local lakes. Failures were frequent, but persistence paid off during his teen years.
At around 16 or 17, a neighbor named Norman “Mas” Fujimoto introduced him to fly fishing. Inspired by “A River Runs Through It,” Mario knocked on Norman’s door, eager to learn. They’d practice at casting ponds, laying the foundation for a lifelong passion. Norman has since passed away, but his legacy lives on through Mario.
Growing up wasn’t easy, but Mario credits fishing, skateboarding, and the love of his parents for keeping him on the right path. He likens his childhood to a mix of “KIDS,” “Forrest Gump,” and “Revenge of the Nerds.” Quite the combo, right?
How did fly fishing become a central part of your life?
Fly fishing became essential to Mario in two significant phases.
First, in 2011, at 31 years old, he decided to dive headfirst into fly fishing. A trip to the Trinity River turned into a life-changing experience. After some initial struggles with his gear, a helpful staff member at the Trinity Fly Shop named Kit set him up with a better rod and gave him a crucial tip: try swinging the flies across the run without a bobber.
Armed with this advice, Mario headed back to the river. After some trial and error—and some unconventional casting techniques—he hooked into a powerful fish. The battle was epic, resulting in landing a chromed-out hatchery hen. From that moment, he was hooked for life.
Second, fly fishing literally saved his life. After an ACL injury and three surgeries, Mario faced severe mental health challenges, including suicidal thoughts. It was a dark time, but he set a goal: get well enough to wade fish for steelhead again. Fly fishing became his lifeline, giving him the strength and purpose to push through.
He’s open about his struggles because mental health is a real and pressing issue. By sharing his story, he hopes to encourage others to seek help when they need it.
What inspired you to start Taco Fly Co.?
While living on the Trinity River, Mario began creating video blogs called “Trinity Stuperflies.” It didn’t take long for him to realize he wasn’t the typical fly fisherman, and that the industry’s branding didn’t resonate with him. The clothes in fly shops weren’t his style, and he felt the culture was tailored to a single demographic.
So, he decided to shake things up. By starting Taco Fly Co., he could create apparel he loved and share it with others craving something fresh. The guide service naturally followed. He wanted to share his stoke for fly fishing, prioritizing the joy of the experience over just catching fish.
Mario isn’t interested in following traditional marketing formulas. He’s challenging the norm, and while that might ruffle some feathers, he’s okay with it. Taco Fly Co. is about being different, welcoming, and most importantly, fun.
What are your goals for Taco Fly Co.?
Mario hopes Taco Fly Co. becomes a hub where people from all walks of life can connect over fly fishing without judgment. He wants to make the sport less intimidating and more accessible.
He acknowledges that he’s not following the industry’s traditional path, which can be a hurdle. But he’s striving to bridge gaps by having open conversations with those who might not “get” Taco Fly Co. Instead of dismissing them, he invites dialogue over a beer, finding common ground in a shared love for fly fishing.
While global recognition would be fantastic, Mario is already stoked about the solid community he’s built. But hey, dreaming big is part of the fun!
What obstacles have you encountered in growing your business?
One of the biggest challenges has been not fitting into the established mold of the fly fishing industry. By not adhering to traditional marketing strategies, Mario sometimes finds his brand overlooked by existing fly fishers.
But he didn’t start Taco Fly Co. to fit in; he started it to offer something different. He’s tackling this obstacle by engaging in conversations with those who might not relate to his brand, aiming to find mutual respect through their shared passion for fishing.
What is Taco’s greatest success so far?
The greatest success is the community that’s formed around Taco Fly Co. People have become lifelong friends through this venture, expanding the family in ways Mario couldn’t have imagined.
A close second is when clients who’ve never owned a fly rod catch their first fish and then ask for advice on what gear to buy. It means they’re hooked—not just on fishing, but on being advocates for the waterways and the environment.
What advice do you have for fly fishing beginners?
- Start Simple: Read the “Curtis Creek Manifesto” for a solid foundation.
- Find Your Tribe: Look for rad YouTube channels and avoid those that tell you how you “should” behave.
- Join a Club: But if it doesn’t feel right, don’t hesitate to move on.
- Budget Wisely: Invest in good lines before splurging on rods and reels.
- Be Open-Minded: Fly fish anywhere, and don’t feel restricted to rivers or streams.
- Keep It Light: Use humor to break the ice with new fishing buddies.
- Beware of Overselling: Don’t get talked into buying gear you don’t need.
- Seek Mentorship: Reach out to experienced anglers—they’re often thrilled to share their knowledge.
- Educate Yourself: Hit the library for books with helpful pictures.
- Have Fun: Remember to breathe and enjoy the journey!
How can we open up space for new folks to join in outdoor activities?
First and foremost, let’s not take ourselves too seriously. Outdoor activities should be fun! When newcomers show interest, embrace them. Teach them about respecting nature and leaving no trace.
It’s important to acknowledge the history of the lands we enjoy. Recognizing that we’re fortunate to access these spaces can foster humility and inclusivity.
Lastly, perpetuate fun! By creating enjoyable experiences, we encourage more people to become advocates for preserving our beautiful natural world.
Tell us about Taco’s signature beer!
Life’s great, but it can always be greater—and that’s where the “Special Beer” comes in! Born on the drift boats of the Trinity River, this concoction elevates any occasion.
Here’s what you need:
- Mexican lager (always in a can)
- Limes
- Tajín
- Salt (preferably sea salt)
- Tapatío
- Your favorite salsa or spicy hot sauce
The secret? It’s all in the tiny crack of the can before you dress it up. It’s a skill worth mastering, and instructions are just a quick search away. This beverage transforms ordinary moments into fiestas, whether you’re on the water or at a social gathering.
So here’s to making life crunchier and greasier—in the best way possible. Cheers, everyone! Remember to crack and chug responsibly. Hug your friends, and never, ever forget the limes.
Mario Guel and Taco Fly Co. are more than just a business and a brand; they’re a movement toward inclusivity, joy, and genuine human connection in the fly fishing world. By breaking the mold, Mario is not only catching fish but also capturing hearts. And that’s something we can all raise a glass to!