
Bass Pro Shops is owned by Great American Outdoors Group, the private holding company controlled entirely by founder Johnny Morris. Morris started the business in 1972 selling fishing tackle from his father's Springfield, Missouri liquor store and built it into a chain of roughly 180 stores across the US and Canada. The group also owns Cabela's, acquired in 2017 for $4 billion, and generates an estimated $8 billion in annual sales.
Parent Company
Founded
1972
Status
Private
Headquarters
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Bass Pro Shops | Great American Outdoors Group LLC | Subsidiary |
Johnny Morris founded Bass Pro Shops in 1972 in Springfield, Missouri, selling fishing tackle from an eight-square-foot counter in the back of his father's liquor store. Morris was an avid tournament angler who saw an underserved market: serious fishermen traveling to competitions had nowhere to buy specialized tackle in the Ozarks.
The counter became a store, the store became a catalog business through the 1970s and 1980s, and the catalog built a national customer base that few regional retailers ever achieve. Morris opened the first true Bass Pro destination store, the Outdoor World in Springfield, in 1981, pioneering the format that made the brand famous: massive stores designed as attractions with aquariums, wildlife displays, and in-store restaurants.
Expansion through the 1990s and 2000s turned Bass Pro into a national chain without ever going public. The company built destination-format stores averaging well over 100,000 square feet, added boat manufacturing through White River Marine Group, and developed the Big Cedar Lodge resort in the Ozarks, extending the brand into hospitality.
The defining corporate move came in 2016, when Bass Pro agreed to acquire rival Cabela's for approximately $4 billion plus the assumption of debt. The deal, cleared by the FTC in July 2017, combined the two largest names in outdoor retail under one owner, though the integration cost the Sidney, Nebraska headquarters of Cabela's roughly 2,000 jobs. Most Cabela's stores have since rebranded to Bass Pro, though around 50 locations retain the name, a deliberate decision to preserve regional loyalty.
What does Great American Outdoors Group own?
The group owns Bass Pro Shops, Cabela's, White River Marine Group (including Tracker, Nitro, Ranger, and Mako boats), Big Cedar Lodge hospitality operations, and the Johnny Morris Conservation Foundation, plus related retail and apparel brands.
Is Great American Outdoors Group publicly traded?
No. The company is privately held by the Morris family with no public listing and no outside shareholders.
Who founded Great American Outdoors Group?
Johnny Morris founded the business in 1971 in Springfield, Missouri, as Bass Pro Shops, and built it into the holding company now known as Great American Outdoors Group.
Where is Great American Outdoors Group headquartered?
The company is headquartered in Springfield, Missouri, where Morris founded the original Bass Pro Shops operation.
How many brands does the group own?
The group operates approximately 6 major divisions and brands including Bass Pro Shops, Cabela's, White River Marine, Big Cedar Lodge, and the conservation foundation, plus numerous boat and apparel brands within those divisions.
Who owns Great American Outdoors Group?
The Morris family owns the company entirely, with Johnny Morris as sole principal owner. There are no institutional investors or public shareholders.
Bass Pro Shops and its properties have received significant independent recognition. The Wonders of Wildlife National Museum and Aquarium in Springfield was voted America's Best Aquarium by USA Today readers multiple times, and the Big Cedar Lodge resort has earned AAA Four Diamond recognition and inclusion on Condé Nast Traveler and Travel + Leisure award lists.
At the corporate level, the company has appeared on Forbes lists of America's Best Large Employers and America's Most Reputable Retailers. Founder Johnny Morris received the Audubon Medal in 2019 for conservation work, one of the highest honors in American conservation, and the company's Outdoor Fund has contributed more than $200 million to conservation causes.
Bass Pro Shops has faced periodic controversy over its firearms and hunting focus, most visibly during national debates over gun sales following mass shootings, when advocacy groups pressed retailers to restrict sales. The company continued selling firearms and has generally avoided public engagement on the issue.
The Cabela's acquisition drew criticism over the Sidney, Nebraska impact, where the small town lost roughly 2,000 headquarters jobs as functions consolidated to Springfield. The economic damage to the community was significant and has been cited in coverage of retail consolidation's local costs.
The company also reached a 2017 settlement with the EEOC for $10.5 million over allegations of hiring discrimination against Black and Hispanic applicants at retail locations, resolving federal litigation without admission of wrongdoing. Conservation critics have periodically questioned the scale of Morris's land holdings and the commercial operation's environmental footprint, though no regulatory actions have resulted.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Great American Outdoors Group | USA | 1961 | Mass market | United states | Unisex | |
| Dicks Sporting Goods | USA | 1871 | Mass market | United states | All Genders | |
| Rei | USA | 1938 | Premium | United states | All Genders |
Retail EcommerceOwned by Great American Outdoors Group LLC
Sidney, Nebraska-founded outdoor gear retailer owned by Great American Outdoors Group since the 2017 Bass Pro Shops merger, operating destination superstores across North America.
Retail EcommerceOwned by Dick's Sporting Goods
Outdoor brand with 1871 roots, acquired by Dick's Sporting Goods in 2012 and now used as a private label for hunting, fishing, and camping gear after its stores were converted.
Retail EcommerceOwned by Recreational Equipment, Inc.
American outdoor retail cooperative founded in 1938 in Seattle. The largest consumer co-op in the U.S., with 26 million members and roughly 194 stores.
Market Positioning: Bass Pro Shops competes with 3 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Retail EcommerceOwned by Dick's Sporting Goods
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American outdoor retail cooperative founded in 1938 in Seattle. The largest consumer co-op in the U.S., with 26 million members and roughly 194 stores.
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