Sage vs Thomas & Thomas:Which is more popular?
In October 2026, Sage had more branded searches than Thomas & Thomas among fly rod brands worldwide. Sage had about 7,900 branded searches, while Thomas & Thomas had 2,400. Sage made up 19.1% of all fly rod brand searches we track, and Thomas & Thomas accounted for 5.8%. When we asked ChatGPT and Google AI Overviews about fly rod brands, Sage appeared in two of the five answers and Thomas & Thomas in one. Sage was mentioned before Thomas & Thomas in every answer that named either.
Who do people search for more?
Sage, about 3 searches for every 1 for Thomas & Thomas
Who does AI mention more?
Sage, mentioned in 2 of 5 answers, Thomas & Thomas in 1
Who does AI recommend more?
Sage, named ahead of Thomas & Thomas in 2 of 2 answers
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Top fly rod brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sage was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Thomas & Thomas was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Sage was listed before Thomas & Thomas in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Orvis5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Redington5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sage2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Echo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Scott1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Winston1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Thomas & Thomas1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hardy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
G. Loomis1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Douglas1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about fly rod brands
5 answers
Asked ChatGPT
“What's the best fly rod for beginners?”
Asked ChatGPT
“Which fly rod brands are the best?”
Asked ChatGPT
“What fly rod should I buy for trout?”
Searched Google, AI Overview
“fly fishing rod”
Searched Google, AI Overview
“fly rod”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 27, 2026.
Is Sage or Thomas & Thomas more popular in search?
This chart shows how often people search Google for Sage and Thomas & Thomas by name. Each line represents a brand's share of searches for all 11 fly rod brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Sage, Thomas & Thomas. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sage | Temple Fork Outfitters | Orvis | Redington | Scott | Echo | Winston | Thomas & Thomas | Hardy | G. Loomis | Douglas |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 21% | 15.3% | 9.2% | 11.3% | 13.9% | 9.2% | 6.1% | 5% | 4% | 2.1% | 2.7% |
| Dec 2025 | 21.2% | 15.5% | 11.4% | 11.4% | 11.4% | 9.3% | 5.1% | 5.1% | 4% | 2.8% | 2.8% |
| Jan 2026 | 20.8% | 15.2% | 9.2% | 11.3% | 11.3% | 9.2% | 6% | 6% | 5% | 3.3% | 2.7% |
| Feb 2026 | 21.6% | 15.8% | 9.5% | 11.7% | 11.7% | 9.5% | 5.2% | 5.2% | 4.1% | 2.8% | 2.8% |
| Mar 2026 | 19.8% | 18.4% | 11.1% | 13.6% | 9% | 9% | 4.9% | 4.9% | 4% | 2.7% | 2.7% |
| Apr 2026 | 20.3% | 16.8% | 11.3% | 11.3% | 9.3% | 9.3% | 5% | 6.2% | 5% | 2.7% | 2.7% |
| May 2026 | 19.6% | 18.3% | 11% | 13.5% | 9% | 9% | 4.8% | 4.8% | 4.8% | 2.7% | 2.7% |
| Jun 2026 | 19.1% | 17.8% | 10.7% | 13.1% | 10.7% | 8.7% | 5.8% | 4.7% | 3.9% | 3.1% | 2.6% |
| Jul 2026 | 19.7% | 18.3% | 11% | 13.5% | 9% | 9% | 4.8% | 4.8% | 4% | 2.7% | 3.2% |
| Aug 2026 | 19.8% | 18.4% | 11.1% | 13.6% | 9% | 9% | 4.9% | 4.9% | 4% | 2.7% | 2.7% |
| Sep 2026 | 18% | 17.5% | 11.8% | 11.8% | 9.6% | 9.6% | 6.4% | 5.3% | 4.2% | 2.9% | 2.9% |
| Oct 2026 | 19.1% | 15.7% | 10.7% | 10.7% | 10.7% | 8.7% | 7% | 5.8% | 4.6% | 3.9% | 3.1% |
How has branded search for Sage and Thomas & Thomas changed worldwide over the last 12 months?
3 findings
- Sage was ahead of Thomas & Thomas in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Sage’s share of searches among fly rod brands worldwide moved from 21% to 19.1%, and its estimated monthly branded searches moved from 10K to 7.9K.
- Across the 12 months ending October 2026, Thomas & Thomas’ share of searches among fly rod brands worldwide moved from 5% to 5.8%, and its estimated monthly branded searches held steady at 2.4K.
How did search popularity change for fly rod brands worldwide in October 2026?
2 changes
In October 2026, Sage gained share of searches among fly rod brands worldwide, from 18% to 19.1%.
In October 2026, Thomas & Thomas gained share of searches among fly rod brands worldwide, from 5.3% to 5.8%.
How are Sage’s and Thomas & Thomas’ branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Sage’s and Thomas & Thomas’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Sage
2 branded search terms
- sage fly fishing
- sage fly rod
Thomas & Thomas
1 branded search term
- thomas and thomas fly rod
Other head-to-heads among fly rod brands
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