Lara Stroh
As our first ambassador from Germany, we are delighted to welcome Lara Stroh to our ambassadors team.
Lara was born into a passionate fishing family, beginning a connection to her local rivers at a young age where she spent her time catching grayling and trout. When she was 15, she tried salmon fishing for the first time and was immediately gripped with a special passion for the species.


“I am fascinated by the Atlantic salmon. For me, it is a particularly beautiful and unique fish with such an incredible lifecycle.”
Lara Stroh
Since then, fishing for wild Atlantic salmon has led Lara to Scotland, Iceland, Russia, and Norway. It was on these travels that she began to engage with local initiatives and activities which sought to protect and conserve the species for future generations.
Beyond her passion for the conservation of wild Atlantic salmon, Lara holds a PhD in quantum physics and has been a co-organiser of Europe’s largest fly fishing show, Experience the World of Fly Fishing (EWF), for more than 10 years. Through this role, she has built a network of international contacts in the press, with brand representatives, and with nature conservation organisations, using this platform to promote the conservation and protection of wild Atlantic salmon.
In April 2024 Lara was instrumental in organising and co-hosting the Wild Salmon Without Borders event within the 19th annual EWF show along with the team from the Atlantic Salmon Trust. Here, the plight of wild Atlantic salmon was shared with the public and positive solutions were discussed and presented by representatives from salmon conservation organisations from all across Europe.
We are hugely excited to be working with Lara, whose international perspective and connections will help to ensure the greater communication and sharing of positive solutions for wild Atlantic salmon, no matter which country’s national boundaries they reside in.