Since 1997, Jordan P. Ross has shaped JP Ross Fly Rods & Co. as a New York maker rooted in the Adirondacks and in the idea that fishing tools should help people get outside. The company is known for handmade rods developed through design, prototyping and time on the water, with customers treated as part of an angling community rather than simply as buyers. Its conservation outlook also extends beyond the workshop: Ross founded Trout Power, a citizen-science effort focused on Adirondack brook trout, and the company donates 1% of revenue to New York conservation groups.