Dreamstore Fishing Action Zone at the NEC Go Fishing show in 2004 was the launch of Dreamstore UK. Supported by the Environment Agency, for the first time ever, many not-for-profit organisations were brought together in a single open space. The British Disabled Angling Association, Get Hooked on Fishing, Wheelyboat Trust, Eden River Trust and other members of the Association of River Trusts, along with the Salmon and Trout Association and the National Federation of Anglers development teams, all worked with a great spirit of co-operation and enthusiasm to create something accessible and fun for the public. National Fishing Week was launched on the central podium of the zone as was Sport Relief’s Fishing Megamatch.