America's olest fishing-tackle business and one of the oldest family-owned American businesses of any kind, Orvis has changed hands only twice, and had only five CEO's, in 150 years. Characterized by the leading fly-fishing trade journal as an "800-pound gorilla" in the fly-fishing industry, Orvis is recognized for its "unparallelled influence on the sport." Orvis has in recent decades likewise become a leading outfitter for a complete country lifestyle. Perhaps as important has been its role in defining and effectively nurturing that lifestyle and the essential traditions and resources upon which it is based.