Think Fish was created by fishkeeping expert Peter Hiscock who is qualified in aquatics and ornamental fish, is the author of several published books on fishkeeping & numerous magazine articles, has spent several years in retail and has run a successful aquarium & pond installation and consultancy business. The majority of the time Peter is working on the Think Fish site, or writing magazine articles, but he still works part-time in retail so that he is kept 'in touch' with the needs and views of the fishkeeping community. Peter felt that there was a need for a centralized 'pool' of information which fishkeeper's could trust and use whenever required, without having to pay, or be duped into a product brand. At the same time, that collection of fishkeeper's would together be a force to be reckoned with and could be used to create a change for the good within the industry and hobby. The result of course, was Think Fish.

The Internet is a fantastic tool for finding out information, and will be used more and more by fishkeeper's in the future. The problem at present is that much of the information you find may be inaccurate, out of date, or missing in vital areas. This is where Think Fish comes in!
The information we place on the site is double-checked through many sources and most importantly, comes with the combination of experience and a fresh objective viewpoint. You may well find information on the site which contradicts other sources, for instance how about if we told you that guppies are a bad fish for beginners and unsuitable for new tanks? Or that goldfish need a 120cm tank and should really only be kept in ponds? This is the kind of information that may seem new (and odd) now, but is a natural advancement of fishkeeping knowledge which only the real 'experts' can provide. It is our aim to provide information which puts a stop to many of the myths and 'old wives tales' which still appear in far too many places, and most importantly, make sure that you have the means to check what you are told.

Think Fish is not directly related to any product or company, and we are not sponsored by anyone. Because of this we can provide an unbiased view on pretty much everything. Think Fish will never endorse a particular product above another, and we avoid using brand names wherever possible. Although we do have links to magazines and publishers, we use those connections for mutual support and for the overall benefit of you, the fishkeeper. Our site is paid for by the shop information you see on the site; again we try to make sure that this is unobtrusive and will benefit you.

At Think Fish we feel that there are many areas of the fishkeeping hobby and trade that require improvement and to be brought to the attention of the fishkeeper's. It is only the power of the fishkeeping community that can make these changes happen. Subjects such as the sale of goldfish bowls, died fish, genetically modified fish, wild or captive bred fish, and fish unsuitable for aquarium life need to be debated and action taken where necessary. All the information we provide will include an unbiased viewpoint on related ethical issues that may be of interest to the reader. In the future we plan to co-ordinate with other organizations involved in the improvement of these issues. Once we have enough members we may ask you, as a member, to put your name and support towards our involvement in any action we may take. Think Fish aims to be a name for its members and the overall fishkeeping community, to be used to improve the fishkeeping industry and make a difference. Someone after all, has to lead the way.

Think Fish at present is a young and new business and for the near future we will concentrate on increasing the content of the site and continually improving its functionality and features. In the future we aim to produce other forms of information including books, cd-roms, and care guides for retailers. Eventually Think Fish would like to use the support of its members to become a recognized force in the industry and make a change for the better. Our dedication is to make fishkeeping a more enjoyable and interesting activity for you, the fishkeeper and provide you with all the resources you need.