Omnichannel retail

Johnny pioneered the concept of destination retail and created Bass Pro Shops, an outdoor gear enterprise that is one of the most beloved and well-recognized brands in North America. Today, Bass Pro Shops has nearly 200 retail stores and marine centers across North America where Outfitters welcome more than 200 million visitors annually.

Bass Pro Shops locations are more than just stores – they are true destination experiences that draw tourists and visitors from across the country.

Today Bass Pro Shops stores are the No. 1 tourist destinations in three states – including its flagship “Grandaddy” store in Springfield, Missouri that welcomes more than 4 million visitors annually – and is in the top five tourist destinations in nine states.

In addition to giant aquariums teeming with live fish and extensive wildlife mounts and dioramas, many locations feature unique restaurants and entertainment. Another Morris creation is Uncle Buck’s Fishbowl and Grill, nautical-themed underwater restaurants with ocean-themed bowling adventures.

Manufacturing: White River Marine Group

In 1978, Johnny Morris revolutionized the marine industry when he introduced the Bass Tracker, the world’s first “fish ready” professionally rigged and nationally marketed boat, motor and trailer package. For the first time, fishermen could buy quality fishing boats “factory direct” at tremendous savings, allowing thousands of families to access the water for the first time. The development allowed Tracker to compete aggressively against larger, more established brands.

• For more than 40 years running, Tracker has remained the No. 1-selling fishing boat brand in America. In 2010, Tracker Marine Group surpassed Brunswick to become the leading boat manufacturer in the world.
• In 2015, the company acquired Fishing Holdings, LLC, a leading manufacturer of premier fishing boat brands, including Ranger and Triton along with an industry-leading dealer network and formed White River Marine Group.
• In 2019, more than 40 years after revolutionizing the boating industry, Morris aligned with Textron Specialized Vehicles, Inc. to do the same thing again in the ATV and side-by-side industry, introducing TRACKER Off Road, a bold new line of high-performance all-terrain vehicles and side-by-sides offering breakthrough performance, service and value.
• In 2021, the company acquired legendary boat builder Hatteras, a major player in the sportfishing industry for more than 60 years, with ruggedly built saltwater boats and a reputation for high performance. Today, it continues to build quality sportfishing boats and exceptional yachts.

A bright future: uniting with Cabela's

In September 2017 Johnny completed ambitious plans for the next exciting chapter in Bass Pro Shops history – uniting with Cabela’s and bringing together two iconic American outdoor companies with similar humble origins and a shared goal to better serve those who love the outdoors.

Founded in 1961 by Dick, Mary and Jim Cabela, Cabela’s is a highly-respected retailer of hunting, fishing, camping, shooting sports and related outdoor merchandise.

Bass Pro Shops, Cabela’s and White River Marine Group represent the best of American entrepreneurship, innovation and devotion to customers. The combined companies will strive to provide a remarkably enhanced experience for customers, increased opportunities for team members and greater support for conservation activities.