Hooked on Excellence
How a Visionary Fly Fishing Lodge Grew into a Global Destination
by Jennifer Walton
Commitment, collaboration, conservation, and community define Madison Double R’s journey from vision to legacy. After 35 years in the outfitting and lodging industry, John and Krista Sampson are proud to introduce their newest version of a Montana outdoor recreational fishing lodge. Often, it takes decades to reel in the success that bonds a lodge to its identity. At six years strong, the founders and owners of Montana’s premier fly fishing lodge began with a dream of offering their guests an exquisite location with prime waters on the “Miracle Mile,” a curated fishing experience with expert guides, and a definitive fine-dining program created by top-tier chefs. This foundational trifecta also included exceptional lodging and multiple recreation options to access nature, wildlife, and other nearby rivers. So, how did they and their collaborative staff cast a legacy in what might seem like record time? With a profound dedication to the angler’s experience.
In the fall of 2018, before the lodge was built, I visited the Madison Double R Ranch just 10 miles south of Ennis, Montana, for the first time. I glanced at renderings and listened carefully as John described his plans for the 1,287-acre property, pointing to where structures would exist and the interiors and ambiance chosen for each. I promptly added my exuberance for his vision and what was ahead of him, secretly skeptical of the lodge’s opening date nine months later. In June 2019, he opened on time with a full house, and the legacy began.
Cut to my second visit in 2021, when I instantly fell in love with all of it – the accommodations, the level of hospitality and amenities, and, most importantly, the devotion paid to each guest’s experience. As an equestrian and less of an angler, on my first trip on the Madison River’s ancient essence, a quiet keeper of time, I readily discovered its waters flowing with memories of the land, pulsing with life just as the lodge’s guests, both anglers and non-anglers, had experienced during their adventures. Distractions are reduced to a minimum in this flow state. Guests can live in the present with nature as a guide, perfect and poetic. I was hooked.
At six years strong, the founders and owners of Montana’s premier fly fishing lodge began with a dream of offering their guests an exquisite location with prime waters on the “Miracle Mile,” a curated fishing experience with expert guides, and a definitive fine-dining program created by top-tier chefs.
Sampson has a “Spidey sense” for what his guests value, what they will remember, and who is the best match to guide them. In turn, his guests think back not on how many fish they catch but what memories they make from their visit. This heightened awareness of what guests consider when choosing a lodge is how he and his staff have evolved into more than just a lodge. “This goes back to the culture of helping us define what your fishing vacation looks like to you,” shares Sampson. He is notoriously accurate and driven to improve every year by focusing on details only a maestro in managing expectations could refine.
Madison Double R’s guides are known for their uncanny understanding of their guests. Spending the day with a guide is like choosing a partner, whether a novice or expert, becoming a team, and sharing your passion for the sport. “The highlight is meeting people worldwide, teaching them how to fish, or watching those at their highest level. The greatest part is having them return. This is my fifth season, and reconnecting with guests is one of the things I look forward to, and, of course, coming back each season and fishing! All of us (guides) are best friends, too,” says Kristian DeWolfe.
“The highlight is meeting people worldwide, teaching them how to fish, or watching those at their highest level. The greatest part is having them return. This is my fifth season, and reconnecting with guests is one of the things I look forward to, and, of course, coming back each season and fishing!
All of us (guides) are best friends, too.”–Kristian DeWolfe, Madison Double R
Fifth-year Madison Double R guide Warren Berg agrees, adding, “It’s nice to be outside every day, spending so much time on the river and seeing the wildlife. I guided some people recently who hadn’t seen much wildlife, and only a half-mile in, there was a moose and her calf right in front of the boat. It was incredible to see the guests’ reaction to their proximity.”
The lodge has acquired an international reputation, primarily by word-of-mouth, and Sampson and his team beam when anglers share stories made on the Madison by friends who dine at the social table. However, being part of the local community was also one of the lodge’s goals. The Madison Valley Community Concert is one such example of giving back. This year, 600 people gathered for the event, which raised over $100,000 in one night to benefit the local hospital, volunteer fire department, and Madison River Foundation. With food trucks, two full bars, and a stunning venue along the river, it was a celebration that brought local businesses, ranchers, fishing guides, students, residents, and seasonal visitors to the river’s bank to eat, drink, dance, and listen to good music, while supporting vital causes in the area.
“It’s nice to be outside every day, spending so much time on the river and seeing the wildlife. I guided some people recently who hadn’t seen much wildlife, and only a half-mile in, there was a moose and her calf right in front of the boat. It was incredible to see the guests’ reaction to their proximity.”
–Warren Berg, Guide, Madison Double R
Sampson’s vision transcends what some might perceive as that of the typical lodge owner—he is a purist and a taskmaster with conservation at the forefront of his land management efforts, focusing on protecting and enhancing the natural habitat. By redesigning the property’s irrigation system, he has made watering more efficient and radically improved the local ecosystem. The new system prevents fish kill and promotes healthy habitats, improving irrigation ditches so they not only deliver water but also act as streams that look and function like natural trout habitats. This commitment to environmental stewardship illuminates the thriving biodiversity, as evidenced by the wildlife I observed during my visit—black bears, moose, golden eagles, ospreys, owls, and Sandhill cranes. Sampson and many contiguous ranch owners had their property protected with a conservation easement through Montana Land Reliance.
The Madison Double R is more than a world-class fly fishing lodge; it affirms what vision, dedication, and community can achieve. Sampson’s commitment to creating a place where anglers of all levels can enjoy the Madison River’s pristine beauty while contributing to the surrounding environment and community has established a legacy. From the irrigation system’s meticulous redesign to the outstanding staff to collaborating with local organizations, every aspect reflects a thoughtful balance of hospitality and conservation. As the lodge continues its legacy, so does its influence in making meaningful connections between guests, guides, nature, and community.
