Growing up in the shadow of Mt. St. Helens, Gordie Murphy’s passion for fishing started early. So early, in fact, that he jokes he was casting lines before he could walk. That childhood enthusiasm—which led him to save up for his first rod-and-reel combo in fourth grade—has evolved into Fishoholic, a thriving outdoors brand specializing in performance eyewear and apparel for fishing enthusiasts.
“Fishoholic was born from a simple idea: create gear that actually works for people who fish,” Murphy explained.
His hands-on approach means each product undergoes rigorous testing, often taking up to a year before reaching customers. His signature line features polarized sunglasses engineered specifically for spotting fish, including specialized bifocal versions, and UPF 50+ apparel designed for long days on the water.
Murphy, who sells his products in the Amazon store, credits Amazon Ads with helping increase visibility and drive sales, helping his sunglasses climb into the top 40 in the sunglasses category. Murphy has also seen strong results during major retail moments.
“Getting ready for Prime Day doesn’t feel like extra work,” he said. “You get excited about the sales. It’s been fun—year after year after year.”
Even as the business grows, Murphy remains committed to giving back to the next generation of anglers. Every student in the Washington State High School Fishing Association receives a full set of Fishoholic gear, and he regularly donates to kids’ trout derbies and veterans’ fishing events.
Murphy says that Amazon has enabled him to turn his lifetime passion into something bigger—both for himself and his community.
“Amazon has been a huge part of Fishoholic’s success,” he said.