Store Manager: Steve Roach
Steve joined Orvis in October 2007. He has more than nine years of experience in specialty retail management. He graduated from the University of Wisconsin-Eau Claire with a degree in geography and land-use planning. A native of Wisconsin (although he has lived in Ohio, Indiana, Michigan, and Montana), he's spent countless hours exploring the wild rivers and lakes of northern Wisconsin and especially the coastal regions of the Great Lakes. As a “Cheesehead,” he admits to consuming his fair share of Wisconsin state’s finest cheese, brats, and beer, while cheering for a Green Bay Packer victory. You may stumble across his path while he wanders the rustic back roads and wild places seeking solitude and taking outdoor landscape photographs.

Fishing Manager: Donna Smith
Donna is no stranger to Orvis, having worked in our Yorktown location for nearly five years as a Sales Associate. After a short stint away from Orvis she has joined the staff in Madison. Donna began her fly fishing career over 20 years ago. Through that time, she has developed a love for chasing elusive Musky around the mid-west. In 2008, she became the first woman in the state of Illinois to become a certified casting instructor through the IFF and is currently the only female CI in Wisconsin. Donna’s true passion for the sport lies in teaching others and passing on the tradition of fly fishing and hopes to expand the FF101 and FT101 programs in the store by encouraging more women to participate. When Donna is not working or fishing, she enjoys cooking, singing, and photography. She is also a horticulturist and enjoys collecting plants. In addition, her free time is spent with her fly fishing husband PJ at their Schoolhouse in the Driftless area.