Originally Posted by comeonavs
Pretty much yes, sort of like golf clubs. If I was a betting man since I used to run a golf shop we ran razor thin margins on hardware, clubs balls etc etc and made the money on shoes / shirts. I bet fly shops are a similar business model.
Some shops will offer 10-15% off a package if you buy rod/reel/line. Or like Front Range Anglers does if you buy say a Winston biiix you get 50% off premium line.
I can tell you that the mark-up on fly rods is huge. I have a friend that works at one of the big box stores and he can buy them at cost plus 10%. He gets fly rods for under 50% of MSRP.