Value proposition

Inspiring everyone to love, enjoy and conserve the great outdoors.

Bass Pro Shops is North America’s premier outdoor and conservation company. Founded in 1972 when Johnny Morris began selling tackle out of his father’s liquor store in Springfield, Missouri, today we provide customers with premier destination retail in more than 150 locations across North America. In 2017 Bass Pro Shops acquired Cabela’s to create a “best-of-the-best” experience with superior products, dynamic locations and outstanding customer service.

Guided by the visionary leadership of our founder and CEO Johnny Morris, Bass Pro Shops is making a significant impact in on the future of conservation and the communities we serve. More than 40 years after Johnny began helping people connect with nature through a tiny bait shop, our conservation mission is to inspire people to enjoy, love and conserve the great outdoors.

Beyond retail, Bass Pro Shops also operates White River Marine Group, the world’s largest manufacturer of boats, plus award-winning resorts and nature destinations including Big Cedar Lodge, America’s Premier Wilderness Resort. Our passion for connecting people to nature extends to our CLUB program where customers earn points toward free gear and experiences, and a series of not-for-profit conservation attractions.


Retail, Hunting, Sporting Goods, Fishing, Outdoor Recreation, Camping, Conservation, and Backpacking