Bass Pro Shops
An American outdoor retailer specializing in fishing, hunting, camping, marine equipment, and outdoor recreation.
Last updated October 27, 2026
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Overview
Bass Pro Shops is a privately held American outdoor-recreation retailer founded by Johnny Morris in Springfield, Missouri, in 1972. The business began when Morris sold fishing tackle from a small space in his father's liquor store. It developed from a regional tackle operation into a large-format retailer centered on fishing, hunting, camping, boating, outdoor clothing, footwear, and related recreation. Bass Pro Shops is distinctive not only for its merchandise but also for its highly themed stores, which commonly incorporate aquariums, waterfalls, taxidermy-style wildlife displays, murals, artificial landscapes, and architectural features modeled on cabins, forests, wetlands, or other outdoor environments. The company expanded into catalog retailing in 1974 and introduced Tracker Boats in 1978. Tracker became the foundation of a broader marine business that now operates through White River Marine Group, whose portfolio includes boat brands such as Tracker, Sun Tracker, Ranger, Nitro, Triton, Tahoe, Regency, Mako, and Ascend. Bass Pro Shops therefore combines retailing with boat manufacturing and distribution, giving it a vertically integrated position in the fishing and recreational-boating markets. Its first dedicated store opened in Springfield in 1981. The chain expanded gradually during the 1990s and 2000s, adding stores in a range of formats and markets across the United States. Bass Pro Shops also developed destination-oriented properties, including Big Cedar Lodge in the Ozarks and the Bass Pro Shops at the Pyramid in Memphis. The Memphis complex includes retail space, hospitality, restaurants, entertainment facilities, and the Big Cypress Lodge hotel. The company's original Springfield location is adjacent to Wonders of Wildlife National Museum and Aquarium, a major wildlife and conservation attraction founded by Morris. A defining corporate turning point came in 2016, when Bass Pro Shops acquired Cabela's for approximately $4.5 billion. The transaction substantially increased the group's store network, brand portfolio, customer base, and presence in the outdoor-merchandise market. Cabela's continues to operate as a recognizable retail banner within the broader Great Outdoors Group, although the acquisition also involved store rationalization, headquarters-related job losses, and the transfer of Cabela's financial-services assets to other institutions. Bass Pro Shops positions itself as more than a conventional sporting-goods chain. Its stores are designed as immersive outdoor destinations, while its wider business includes resorts, restaurants, golf, museums, aquariums, conservation programs, youth outdoor education, disaster relief, and support for military and veterans' organizations. The company and its affiliated organizations partner with conservation groups and raise funds through customer donations, including the Johnny Morris Bass Pro Shops and Cabela's Outdoor Fund. The company remains privately held and controlled by Johnny Morris. Its principal geographic focus is North America, especially the United States, with operations and retail activity also extending into Canada. Publicly available descriptions emphasize its retail, marine, hospitality, entertainment, and conservation activities rather than conventional public-company financial reporting. Bass Pro Shops has also faced recurring criticism and allegations concerning the use of public subsidies for destination developments and whether promised tourism or economic benefits were fully delivered.
History
Bass Pro Shops originated in Springfield, Missouri, where 24-year-old Johnny Morris began selling fishing tackle from his father's Brown Derby Liquor Store in 1972. Morris had grown up hunting and fishing with his father, John A. Morris, a World War II veteran, and built the business around specialized equipment for customers who wanted access to products that were not readily available in ordinary sporting-goods stores. Demand from customers outside Springfield led Morris to create the first Bass Pro Shops catalog in 1974. Catalog retailing allowed the business to reach anglers and other outdoor enthusiasts beyond its local market. In 1978, Morris introduced Tracker Boats, marketed as an integrated boat, motor, and trailer package designed for anglers. The boat business later became part of Tracker Marine Group and ultimately White River Marine Group, the marine-manufacturing division associated with Bass Pro Shops. The first dedicated Bass Pro Shops outdoor store opened in Springfield in 1981. Its design helped establish the visual identity that became central to the brand: natural materials, large aquariums, wildlife displays, artificial waterfalls, and scenes intended to evoke outdoor habitats. Expansion accelerated during the 1990s and 2000s. A second location opened in Duluth, Georgia, in 1995, followed by additional stores across the United States. The company added new regional formats and destination stores, including locations in Colorado, Arkansas, and the Bass Pro Shops at the Pyramid in Memphis, Tennessee. Morris also expanded into hospitality and destination development. In 1987 he purchased land near Table Rock Lake in the Missouri Ozarks, and Big Cedar Lodge opened there in 1988. The resort later developed golf courses, event facilities, restaurants, and the Thunder Ridge Nature Arena. The Pyramid location in Memphis added Big Cypress Lodge, a hotel located inside a Bass Pro Shops retail complex, along with restaurants, entertainment, aquariums, wildlife exhibits, and other visitor attractions. The most consequential corporate transaction in the company's history was the 2016 acquisition of Cabela's Inc. for approximately $4.5 billion. The deal brought together two of the best-known outdoor-retail banners in North America. It increased the group's scale but also produced operational changes, including the loss of roughly 2,000 jobs connected to Cabela's Sidney, Nebraska, headquarters. In 2019, eleven Cabela's stores were sold to Sansome Pacific in a sale-leaseback transaction. The financial-services assets and liabilities of World’s Foremost Bank, associated with Cabela's, were transferred to Synovus and Capital One as part of the integration process. The group continued to develop marine, retail, hospitality, and conservation activities. White River Marine Group expanded its brand portfolio through boat names including Ranger, Nitro, Triton, Tahoe, Tracker, Sun Tracker, Regency, Mako, and Ascend, and acquired Hatteras Yachts in 2021. Bass Pro Shops and related companies also pursued additional resort and retail opportunities, including the proposed Valhalla Island project in the Florida Keys and plans involving Branson Cedars Resort. Conservation became a central part of the brand's public identity. Bass Pro Shops supports organizations and programs associated with fish, wildlife, habitat, youth outdoor education, veterans, and disaster relief. The Wonders of Wildlife National Museum and Aquarium, opened in Springfield in 2017, extends this mission through wildlife exhibits, aquariums, and rehabilitation partnerships. The company also operates or supports destination properties that combine retail, recreation, entertainment, and environmental messaging. Bass Pro Shops remains a privately held business associated with Johnny Morris and the Great Outdoors Group. Its current model spans retail stores in the United States and Canada, proprietary and distributed outdoor products, boat manufacturing, restaurants, resorts, museums, aquariums, and conservation initiatives. At the same time, its use of public incentives for some destination developments has attracted continuing criticism and allegations that actual tourism and economic benefits did not always match commitments made during subsidy-supported projects.
- 2022
Valhalla Island resort announced
[1]Bass Pro Shops announces plans for a new fishing resort in Marathon, Florida.
- 2021
Hatteras Yachts joins White River Marine Group
[1]White River Marine Group acquires Hatteras Yachts.
- 2017
Wonders of Wildlife opens
[1]The Wonders of Wildlife National Museum and Aquarium opens beside the Springfield headquarters store.
- 2016
Cabela's acquisition announced and completed
[1]Bass Pro Shops acquires Cabela's in a transaction valued at approximately $4.5 billion.
- 2015
Bass Pro Shops at the Pyramid opens
[1]The company opens a major destination store in Memphis, incorporating retail, wildlife displays, hospitality, restaurants, and entertainment.
- 1995
Second store opens in Duluth
[1]Bass Pro Shops opens its second location in Duluth, Georgia.
- 1988
Big Cedar Lodge opens
[1]Big Cedar Lodge opens near Table Rock Lake in the Missouri Ozarks.
- 1981
First dedicated outdoor store opens
[1]The first Bass Pro Shops store opens in Springfield, Missouri.
- 1978
Tracker Boats introduced
[1]Morris introduces an integrated boat, motor, and trailer package aimed at anglers.
- 1974
First Bass Pro Shops catalog
[1]The company launches a catalog to serve customers outside the Springfield area.
Products and positioning
A destination-oriented, experiential outdoor retailer combining fishing and hunting specialization with camping, boating, hospitality, entertainment, and conservation.
Outdoor retail · 1972
Bass Pro Shops retail assortment
The core retail assortment covers fishing tackle, rods and reels, hunting equipment, firearms and ammunition where legally sold, archery, camping, hiking, boating, outdoor cooking, clothing, footwear, optics, and accessories. Stores combine national brands with Bass Pro Shops private-label and exclusive merchandise.
Fishing boats · 1978
Tracker Boats
Tracker Boats began as an integrated boat, motor, and trailer package designed for anglers. The brand became an important part of the company's move from retail into marine manufacturing and remains associated with practical fishing-oriented watercraft.
Marine products
White River Marine Group brands
White River Marine Group manufactures and distributes a broad collection of recreational watercraft brands, including Ranger, Nitro, Triton, Tahoe, Tracker, Sun Tracker, Regency, Mako, and Ascend. The portfolio spans fishing boats, pontoons, recreational boats, kayaks, and related marine products.
Outdoor retail banner
Cabela's
Cabela's is a major outdoor-retail banner acquired by Bass Pro Shops in 2016. It retains its own heritage and merchandising identity while operating within the Great Outdoors Group alongside Bass Pro Shops.
Resort · 1988
Big Cedar Lodge
Big Cedar Lodge is a destination resort near Table Rock Lake in the Missouri Ozarks. Its offering includes lodging, restaurants, golf courses, event facilities, and nature-oriented attractions, including the Thunder Ridge Nature Arena.
Museum and aquarium · 2017
Wonders of Wildlife National Museum and Aquarium
Located beside the original Springfield store, Wonders of Wildlife combines natural-history exhibits, wildlife displays, and large aquarium habitats. It also participates in animal-care and rehabilitation work, including support for injured sea turtles through relevant conservation partners.
Controversies
2020
Big Pop's Fresh Louisiana Seafood sues Bass Pro over alleged contract breach
Big Pop's Fresh Louisiana Seafood filed a lawsuit against Bass Pro, alleging that Bass Pro did not purchase the minimum quantity of alligator meat specified in their agreement. The distributor is seeking damages in the matter. The suit's claims are allegations and are not presented as established findings.
2010
Recurring criticism over public subsidies
Bass Pro Shops has repeatedly been accused of benefiting from substantial taxpayer subsidies for destination developments while failing to deliver the promised level of tourism, employment, or economic activity. The criticism has continued across multiple projects and years.
Marketing campaigns
- 2024Military outdoor-gear partnership
United States · International military communities
Bass Pro Shops partnered with the Army and Air Force Exchange Service to provide outdoor-gear savings for eligible active-duty and veteran customers.
Outcome. Extended the company's military and veterans outreach through an official exchange relationship.
- 2021Helping a Hero 100 Homes Challenge
United States
Bass Pro Shops supported Helping a Hero's effort to provide adapted homes for wounded veterans. Under the challenge associated with Johnny Morris, the company committed to fund part of the cost of many homes and the full cost of additional homes.
Outcome. Expanded support for housing and services for wounded veterans.
- 2019Johnny Morris Bass Pro Shops and Cabela's Outdoor Fund
United States · Canada
The customer-funded nonprofit program allows shoppers to round up purchases or make donations supporting conservation organizations and projects.
Outcome. Continued conservation fundraising through Bass Pro Shops and Cabela's stores.
Brand decisions
2021
Acquire Hatteras YachtsM&ABackground
White River Marine Group continued expanding its marine-manufacturing activities beyond fishing and pontoon boats.
Action taken
White River Marine Group purchased Hatteras Yachts.
Aftermath
Hatteras became part of the group's portfolio of marine brands.
2020
Attempted Sportsman's Warehouse acquisitionM&ABackground
Great Outdoors Group attempted to expand its outdoor-retail footprint through Sportsman's Warehouse.
Action taken
The proposed acquisition was abandoned in 2021 after the Federal Trade Commission indicated that it would not provide clearance.
Aftermath
Sportsman's Warehouse remained outside the Great Outdoors Group.
2016
Acquire Cabela'sM&ABackground
Bass Pro Shops sought to combine two large outdoor-retail businesses and expand its geographic reach and customer base.
Action taken
The company acquired Cabela's for approximately $4.5 billion. Financing included preferred-equity investments associated with Goldman Sachs and Pamplona.
Aftermath
The combination increased scale but was followed by headquarters-related job losses, store changes, and the transfer of Cabela's banking assets.
Transaction value. $4.5 billion (2016 transaction)
Recent events
Wahlburgers plans new locations with Bass Pro Shops[4]
Reported:
Wahlburgers announced plans to open locations with Bass Pro Shops in Irvine, California, and Colorado Springs, Colorado, building on their existing relationship.
Bass Pro Shops and Cabela’s partner with Convoy of Hope for Louisiana hurricane relief[5]
Reported:
Bass Pro Shops and Cabela’s partnered with Convoy of Hope to bring $50,000 in aid and supplies to Louisiana’s Gulf region after Hurricane Ida. Bass Pro Shops is donating meals and bottled water for distribution in the New Orleans region.
Bass Pro Shops kicks off Gone Fishing initiative[6]
Reported:
Bass Pro Shops kicked off its Gone Fishing initiative to encourage families to spend more time outdoors. Bass Pro Shops and Cabela’s also announced donations of more than 40,000 fishing rods and reels to nonprofit organizations serving children.
BullSnot! GreaseABull enters Bass Pro Shops and online sales[7]
Reported:
Brown Ox Ventures announced that its BullSnot! GreaseABull product would be available at more than 80 Bass Pro Shops and online at Bass Pro’s website.
- Unconfirmed
Big Pop's Fresh Louisiana Seafood sues Bass Pro over alleged contract breach[3]
Reported:
Big Pop's Fresh Louisiana Seafood sued Bass Pro, alleging that Bass Pro failed to purchase the minimum quantity of alligator meat required by their agreement. The distributor is seeking damages; the lawsuit's allegations are not presented as established findings.
Bass Pro Shops delivers 6,000 masks to UF Health Shands[8]
Reported:
Employees at Bass Pro Shops in North Central Florida hand-delivered 6,000 face masks to healthcare workers at UF Health Shands. The article says founder Johnny Morris donated one million masks nationwide and the Gainesville store received a portion.
- Unconfirmed
Bass Pro Shops reduces staffing and salaries[9]
Reported:
Bass Pro Shops said it began reducing staff through layoffs and furloughs the previous week and implemented temporary salary reductions for leadership and salaried employees in response to the coronavirus pandemic.
Bass Pro Shops completes acquisition of Cabela’s[10]
Reported:
Bass Pro Shops and Cabela’s announced that Bass Pro Shops’ $4 billion deal to buy Cabela’s was officially complete.
Sources10 sources
- 1Bass Pro Shopsen.wikipedia.org
- 2Bass Pro Shops official websitebasspro.com
- 3Big Pop's Fresh Louisiana Seafood sues Bass Pro over alleged contract breachnews-leader.com
- 4Wahlburgers计划与Bass Pro Shops开设新门店prnewswire.com
- 5Bass Pro Shops 和 Cabela’s 携手 Convoy of Hope 救助路易斯安那州飓风灾民news-leader.com
- 6Bass Pro Shops 启动 Gone Fishing 倡议krdo.com
- 7BullSnot! GreaseABull 进入 Bass Pro Shops 及其线上销售渠道prweb.com
- 8Bass Pro Shops向UF Health Shands交付6,000个口罩wcjb.com
- 9Bass Pro Shops 裁员并削减薪资ky3.com
- 10Bass Pro Shops完成对Cabela’s的收购mcall.com
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