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John Morris, a 77-year-old American businessman, is the founder, majority owner, and CEO of Bass Pro Shops. His primary source of wealth stems from the sporting goods retail industry. Morris transformed a small fishing tackle operation into a retail empire, demonstrating significant business acumen and a commitment to conservation throughout his career. As of August 2024, his net worth was estimated at $9.9 billion.
John L. Morris was born in Springfield, Missouri, in 1948. He graduated from Glendale High School and then attended Drury University, where he majored in business. Morris's upbringing in the Ozarks instilled a lifelong passion for fishing and the outdoors, a passion that would later shape his career.
Morris founded Bass Pro Shops in 1972, selling fishing equipment from the back of his father's liquor store. Over the years, Morris expanded the business, creating innovative retail experiences and acquiring other companies. A key milestone was the acquisition of Cabela's in 2017, nearly doubling the size of Bass Pro Shops. Morris also founded the White River Marine Group.
Morris focused on offering high-quality, specialized gear, creating a strong customer loyalty. He expanded through mail orders and catalogs, and later through destination retail stores. The company expanded to include boat manufacturing and resort operations. Morris also expanded the business into resorts like Big Cedar Lodge.
John Morris is a noted conservationist who has spent a large sum on building a museum and aquarium. He supports numerous conservation efforts, including Ducks Unlimited, the National Wild Turkey Federation, the Rocky Mountain Elk Foundation, and the National Fish and Wildlife Foundation.
Started selling fishing tackle in Springfield, Missouri.
Created the first Bass Pro Shops catalog to expand reach.
Began selling boats through the catalog, entering the boat-building business.
Opened the first Bass Pro Shops outdoor store in Springfield.
Opened Big Cedar Lodge resort on Table Rock Lake.
Acquired rival Cabela's for $4 billion.
Opened Wonders of Wildlife Museum & Aquarium in Springfield.
Built and opened a museum and aquarium to promote conservation.
"We share a steadfast belief that the future of our industry, and the outdoor sports we all love, depends -- more than anything else -- on how we manage our natural resources."
