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American Sea Fishing (ASF) is a fishing tackle retailer, wholesaler, outfitter, and guiding service based in Orange County, California. Focused on ready-tied rigs, sinkers, baits, terminal tackle, and general saltwater fishing equipment, ASF's mission is to help people catch more fish and have fun whilst doing so.

ASF is owned and run by Ben Hervey-Murray - a catch and release sport angler with over thirty years experience of fishing around the world, from dry fly fishing for Canadian Rockies trout to wrangling sharks from the surf in California.

Ben started out fishing around his hometown of Cambridge, UK in the 80s and 90s, and was a successful competition angler for several years before turning his attention to specimen hunting and challenges abroad. 

After working as a reporter for Angling Times, sub-editor and digital editor of Angler’s Mail in the UK, and media manager in the tackle industry for a decade, Ben moved to the US and set up American Sea Fishing to share the amazing fishing opportunities the Pacific ocean Offers with other anglers.


His guiding service offers trips targeting any Pacific species found in Southern California including leopard sharks and soupfin sharks, plus corbina, spotfin croaker, surf perch, large rays and any other surf species. He also offers tuition sessions covering everything you need to know to get started in surf fishing.

As well as guiding clients and running the tackle business, Ben is also Staff Editor, writer and columnist at Western Outdoor News, where he also hosts offshore trips and charters.

Some of Ben’s angling highlights include huge specimen arapaima gigas from South America, man-sized European wels catfish, specimen pike, zander and carp, plus numerous big surf species to over 500 pounds. His guiding service has, in the last four years, caught record-size sharks, croaker and corbina plus dozens of personal bests for clients young and old.

Ben is a fully-licensed and bonded California Department of Fisheries & Wildlife surf fishing guide and lives with his wife - a kindergarten teacher - in Orange County along with their lab mix rescue dog, Teemu. Follow him on Instagram for the latest fishing pictures and links to recent stories.

ben@americanseafishing.com / +1 (714) 642-5770

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Ben with his PB carp of nearly 50lb
Big predatory species have always featured in Ben's angling
A career highlight
Ben with a huge Leopard Shark
Fish with www.americanseafishing.com.JPG

about ASF

"American Sea Fishing's mission is simple: to help anglers from any background succeed in catching the fish of their dreams"

Ben Hervey-Murray,

American Sea Fishing


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