Early Life
John L. Morris was born in Springfield, Missouri, in 1948. Growing up in the Ozarks, he developed a deep passion for nature, hunting, and fishing, which would later become the foundation of his business endeavors. His parents, who were also avid outdoors enthusiasts, instilled in him a respect and appreciation for wildlife and conservation. Morris's father was a World War II veteran, which shaped Morris's support for patriotic values.
Rise to Success
In 1972, Morris started Bass Pro Shops. He began selling fishing tackle from the back of his father's liquor store in Springfield. Recognizing a gap in the market for high-quality fishing equipment and a growing community of outdoor enthusiasts, Morris expanded the business, focusing on providing authentic customer experiences and a wide range of products. Over time, Bass Pro Shops grew exponentially, with stores becoming destinations that featured aquariums, wildlife displays, and beautifully themed environments, attracting millions of visitors annually.
Key Business Strategies
Morris's business strategies include a commitment to creating immersive retail experiences, expanding product lines, and acquiring competitors. He expanded Bass Pro Shops to include hunting, camping, and other outdoor gear. In 2017, Morris made a significant move by acquiring Cabela's, a major competitor, for approximately $4 billion, nearly doubling the size of his business and solidifying its position as a North American leader in outdoor and recreational merchandise. He also expanded into boat manufacturing through White River Marine Group and hospitality ventures, including Big Cedar Lodge.
Philanthropy
Morris is also a noted conservationist and philanthropist. He has dedicated significant resources to wildlife conservation efforts, habitat restoration projects, and outdoor education programs. In 2017, he opened the Wonders of Wildlife National Museum and Aquarium in Springfield, a 350,000-square-foot museum and aquarium. He and his family were presented with the Audubon Medal in recognition of their conservation efforts.