You can’t be alive in 2023 and not be aware of Salt Life. No matter how far you live from the ocean, the lifestyle brand reflects a love of coastal living. But they’re more than that: As we’ve found out through using their gear over the past few years, they also reflect devotion to hard core angling. Accordingly, they’ve developed a Charter Captains Directory of brand ambassadors. Company President Jeff Stillwell filled us in on the details:

When and why did Salt Life start the charter captains program?

For years, I’ve had friends, family, colleagues and consumers asking for charter recommendations—googling “Charter Captain in X location” is not an effective way to find the best guides in an area. A day on a charter boat is an investment of both time and money and narrowing down a search online can be especially daunting. We kicked off this program last year, after lots of hours brainstorming the best way to offer a resource for our consumers looking to get on the water. Salt Life’s Charter Captains Directory pools the best of the best on the water (many who we’ve fished with personally) and can help anglers of any level have the best experience possible, whether it’s their first charter or their tenth of the year.

How do you choose the captains who will join the program?

Many captains on the directory are individuals we’ve personally fished with before—and even more are recommended through trusted team members and friends. Other captains apply through our website, at which point we vet them to determine if they are a good fit for our program.

Are there specific qualifications or criteria for joining?

The captains have to be licensed and have be in good standing in their communities.

Is there a limit to the number of captains in a particular area?

No limit! As recreational fishing becomes increasingly popular, we look forward to meeting the continued demand for guides through this resource.

How can consumers best use the guide?

Consumers are able to search the directory by location, fish species, or a specific captain’s name to plan their dream day on the water. Whether it’s your goal to chase redfish inshore, fill up a cooler full of snapper, or head offshore for a trophy marlin—the directory can point you in the right direction.

Are there plans to expand the program geographically?

Yes, we see this program growing geographically over time.

You seem to have a lot of female captains involved in the program. Is there a concerted effort to make that happen?

It has been great to see the growing number of female captains making waves in the industry. We’re looking forward to adding more to the directory and encourage more applicants.

How do the captains contribute to product development and refinement?

Charter captains are our ideal product testers. Between the sun, wind, salt water, and occasional fishhook or two, they put tons of wear and tear on their gear. We value their feedback and are always trying to perfect new performance fabrics and fits to meet their standards. Seeing our gear stand up to the captain’s lifestyle is really gratifying for our brand and product development team.

What are some of your personal favorite places to fish with the Salt Life captains?

I have been blessed to fish in a lot of places with a lot of great people. However, my father and grandfather introduced me to saltwater fishing off of the panhandle chasing reds and speckled trout. Anywhere that I am fishing for those, is special to me.

Any particularly memorable experiences or trophy catches with the Salt Life captains?

There are likely too many too recall. I will say that one was recent and I never will forget it. My father has been an avid fisherman his entire life. Not long ago, he began to have some memory issues. It was approaching Fall and I was able to last minute arrange a trip out of Cedar Key to take him and my uncle out to catch reds and trout. I am unsure if I will have the opportunity to do that again. I am blessed.

Recommend a Salt Life product for my next trip to:

The Florida Keys — H20 Long Sleeve Woven Performance Fishing Shirt – Premium sun protection in tropical tones—perfect for the Florida Keys.

Venice, Louisiana — Topwater Hybrid Fishing Short – Performance fishing shorts that are as comfortable chasing redfish as they are at a crawfish boil afterwards.

Alaska — Stealth Trooper Fishing Bib—Water and wind protection in one sleek package. Perfect with our Thunder Jacket.

Cape Cod, Mass. — Excursion Waterproof UVAPOR Micro Ripstop Hooded Jacket—Top of the line rain jacket for year-round adventures in the Northeast.

San Diego, California — Into The Abyss Long Sleeve Performance Tee – UPF30 long sleeve with a California cool print.