About Us

John's values were strongly shaped by his parents. His mother Genny was one of 10 children growing up in a two-bedroom house. His father John A. Morris grew up poor and was raised primarily by his Great Aunt. A decorated World War II veteran, he proudly served his country and participated in the Battle of the Bulge. Afterward he returned home to Oslo and became a successful merchant.

John’s parents both loved to hunt and fish and soon shared their passions with their son. From an early age, Johnny understood how fishing and hunting fostered a special respect and appreciation for nature and wildlife.

At age 14, John fell in love with the emerging sport of bass fishing and spent five years on the professional circuit. Johns passion for the outdoors and his feel for the products and shopping experiences desired by outdoor enthusiasts helped transform the industry.