BPS Direct, LLC, doing business as Bass Pro Shops, is an American privately held sporting goods retailer that offers hunting, fishing, camping, and other related outdoor recreation equipment, marine manufacturing and sales, and outdoor resorts. The company is recognized by its retail stores, Bass Pro Shops and Cabela's, that feature natural outdoor designs and decorations. Bass Pro Shops supports conservation efforts, organizations that support the United States' Armed Services and Veterans, and outdoor education and recreation for youth. The company partners with conservation groups, including Ducks Unlimited, the National Wild Turkey Federation, the Rocky Mountain Elk Foundation, and the National Fish and Wildlife Foundation. The company's headquarters, original store, and the Wonders of Wildlife National Museum & Aquarium are located in Springfield, Missouri.

History

In 1972, 24-year-old Johnny Morris started selling fishing tackle out of his dad's Brown Derby Liquor Store in Springfield, Missouri. His father, John A. Morris, was a World War II veteran and often took the family hunting and fishing, which Johnny Morris cited as what taught him to love the outdoors. People who bought tackle from Morris in Springfield continued to request specialized gear from him even after they left the area. To meet their demand, Morris created the first Bass Pro Shops catalog in 1974. In 1978, Morris introduced Tracker Boats, the first boat, motor, and trailer package designed for anglers. Eventually, those boats would be sold through Tracker Marine Group, owned by Bass Pro Shops. In 1981, Morris opened the first Bass Pro Shops outdoor store in Springfield. A few years later in 1987, Morris bought an empty plot of land on Table Rock Lake in Missouri's Ozark Mountains. One year later, at that location, he opened Big Cedar Lodge resort. The resort has five golf courses, and an outdoor arena. The second Bass Pro Shops location opened in Duluth, Georgia in 1995. From then until 2004, the company opened 3–4 stores a year, and 7–9 stores a year from 2005 to 2008. In 2006, the first store was opened in Colorado, and the first Bass Pro Shops Outdoor World in Arkansas opened in 2013. In 2015, Bass Pro Shops at the Pyramid opened in Memphis, Tennessee. The location includes interactive conservation exhibits, a giant cypress swamp, an alligator habitat, a hotel, restaurants, shopping, a bowling alley, a 28-story free-standing elevator, and an arcade. The company acquired Cabela's Inc. for $4.5 billion in 2016. In 2017, Morris opened the Wonders of Wildlife Museum & Aquarium in Springfield's Bass Pro Shops, which is considered the largest wildlife attraction in the world. In the same year, Bass Pro Shops struck a deal to acquire Cabela's for about $4.5 billion. By 2020, there were 169 Bass Pro and Cabela's stores. In 2021, the Bass Pro Shops U.S. Open National Bass Fishing Amateur Team Championships awarded a $1 million first-place prize to the winning team, Tucker Smith and Logan Parks, two students from Auburn University. In 2022, Bass Pro Shops announced a new Bass Pro fishing resort would be built in Marathon, Florida, on Valhalla Island. Over half of the development will remain as green space.

Acquisitions

In 2016, the company acquired Cabela's Inc. for $4.5 billion. The deal was financed via preferred equity financing from Goldman Sachs and Pamplona. Goldman Sachs contributed $1.8 billion towards financing and Pamplona contributed $600 million. In 2019, Bass Pro Shops sold eleven of Cabela's stores to Sansome Pacific for $324.3 million in a sale-leaseback program. The acquisition of Cabela's resulted in 2,000 jobs lost in Sidney, Nebraska, Cabela's headquarters at the time of the acquisition. Since the acquisition, three stores have closed and eight new stores have opened. As part of Cabela's acquisition, the company agreed to sell the assets and liabilities of the World Foremost Bank to Synovus and Capital One, a transfer of over $1 billion in assets. In 2020, Great Outdoors Group, the parent company of Bass Pro Shops and Cabela's, attempted to acquire Sportsman's Warehouse. However, the deal was canceled in 2021 after the Federal Trade Commission indicated they were not going to provide clearance. In 2023, Bass Pro Shops and Bluegreen Corporation announced plans to acquire the Branson Cedars Resort.

Operating divisions

Retail stores

Bass Pro Shops and Cabela's operates retail locations in the United States, as well as in Canada. The most common stores are Outdoor World stores. Their largest store is the Pyramid in Memphis, Tennessee. As of January 2023, the company operates 177 Bass Pro Shops and Cabela's stores combined.

Store types

At every Bass Pro location, there are names on the front of the buildings to represent their theme and location, commonly named based on the local area. As of 2022, there are five types of stores: Outdoor World, Outpost, Stick Marsh Outpost, Sportsman's Center, and White River Outpost. All locations contain an aquarium as well as animal statues, waterfalls, etc. Fourteen of the stores have replica natural habitat displays created by TreeScapes & PlantWorks.

Boat brands

Bass Pro Shops owns White River Marine Group which manufactures and distributes boats under the brand names Ranger, Nitro, Triton, Tahoe, Tracker, Sun Tracker, Regency, Mako, and Ascend. On May 20, 2021, the White River Marine Group purchased Hatteras Yachts, a company that specializes in yachts and speedboats.

Hospitality

Bass Pro Shops owns a number of resorts and restaurant brands, some of which are included here.

Resorts

Restaurants

Outreach

Conservation

Bass Pro Shops has a history of supporting conservation initiatives throughout North America, contributing to many significant conservation organizations and initiatives. In 2019, Morris and his family were awarded the Audubon Medal, in a ceremony at The Plaza Hotel in New York. The award was presented for a “lifetime passion for conservation and sharing the outdoors with everyone.” National leaders from throughout the conservation community recognized Morris for his vision in convening a bold new movement to help unite and mobilize the next generation of conservation leadership across North America. In 2023, the University of Missouri Board of Curators approved the naming of the “Johnny Morris Institute of Fisheries, Wetlands and Aquatic Systems, in recognition of the Bass Pro founder's contributions to conservation.

Johnny Morris Bass Pro Shops and Cabela’s Outdoor Fund

The Outdoor Fund is a 501(c)(3) nonprofit. Customers at Bass Pro Shops and Cabela's can donate to it by choosing to round up their purchases to support different conservation partners and projects.

Wonders of Wildlife National Museum and Aquarium

Bass Pro's Wonders of Wildlife National Museum and Aquarium partners with departments like the U.S. Fish and Wildlife Services and National Oceanic and Atmospheric Administration to care for sea turtles that are found injured. Some of the sea turtles are unable to be returned to the wild and remain at the aquarium, while others are rehabilitated and released. The aquarium has around 35,000 animals representing over 800 species.

Audubon International Signature Sanctuary

All five golf courses at Big Cedar Lodge are designated as Audubon International Signature Sanctuary locations. The certification process includes an evaluation of land management practices and land use, multiple site visits, and the implementation of a Natural Resource Management Plan that covers wildlife conservation and habitat enhancement, water quality monitoring and management, integrated pest management, water conservation, energy efficiency, waste reduction and management, and green building products and procedures. Big Cedar Lodge is the only resort in the world that has all of its golf courses designated as Audubon International Signature Sanctuary locations.

Thunder Ridge Nature Arena

The Thunder Ridge Nature Arena sits on the 1,200 acre Thunder Ridge property at Big Cedar Lodge. This land was set aside as a nonprofit foundation. All proceeds from events held at the arena are used to enhance Thunder Ridge land and support conservation efforts. In July 2024, the Rolling Stones performed and demonstrated the region's capability to host major musical acts and attracted significant attention to the arena, indication its potential for large-scale entertainment event.

Convoy of Hope

Bass Pro Shops has partnered with Convoy of Hope to provide disaster relief for those affected by tornadoes, wildfires, floods, and hurricanes. Support has included food, supplies, donations, and boats.

Military and veterans organizations

Bass Pro Shops regularly supports military and veterans organizations and events such as the United Service Organizations (USO), AMVETS, Helping a Hero, Folds of Honor, the Shadow Warrior Project's golf tournaments, and the 2021 Missouri Veterans Fishin’ Contest. Every month the company hosts Military Discount Days, giving active duty and retired military a discount off regularly priced items. In 2022, The Association of the United States Army (AUSA) awarded Bass Pro Shops and Johnny Morris the National Service Award for “recognition of exemplary service and demonstrated enduring support to the American Soldier and the United States Army community.”

Helping a Hero

In 2021, Bass Pro Shops and Helping a Hero held the Helping a Hero telethon to raise money for Helping a Hero and to raise awareness for the 100 Homes Challenge issued by Johnny Morris. Under the challenge, Bass Pro Shops paid for 25% of the next 100 homes built by Helping a Hero. The company also paid 100% of the cost of 10 homes. Helping a Hero uses community support to provide wounded veterans with homes adapted to their possible disabilities.

Sponsorships

Conservation

Bass Pro Shops works with a number of organizations to sponsor conservation. These include:

Affiliation with NASCAR

Since 1998, Bass Pro Shops has been a longtime partner of Richard Childress Racing. As of the 2024 NASCAR Cup Series season, they were the primary sponsor for the No. 3 car driven by Austin Dillon of Richard Childress Racing, the No. 10 car driven by Noah Gragson and the No. 19 car driven by Martin Truex Jr.. Bass Pro Shops also sponsors and hosts the Bass Pro Shops Night Race at Bristol Motor Speedway. In previous seasons, they have also sponsored Dale Earnhardt, Tony Stewart, Jaime McMurray, Ryan Newman, Ty Dillon, and Daniel Hemric. In the Xfinity Series, Bass Pro Shops was the main sponsor for the No. 9 car driven by Noah Gragson. As of 2023, partially due to Noah Gragson's move to the cup series, Bass Pro Shops now sponsors the No. 8 car driven by Josh Berry. The company also sponsored Dale Earnhardt Jr.’s one-off Xfinity race.

NRA National Sporting Arms Museum

The National Rifle Association National Sporting Arms Museum opened in Springfield's Bass Pro Shop on August 2, 2013. It features sporting artifacts, including some historical firearms from the NRA Museum Collection. The museum also hosts firearms and artwork from the Remington Arms Company factory collection, including engraved Colt revolvers of the American frontier and firearms of U.S. Presidents.

Professional Bull Riders

Bass Pro Shops has been a sponsor of the Professional Bull Riders (PBR) circuit for several years. In 2022, it became the primary sponsor of the Missouri Thunder; one of eight founding teams of the PBR Team Series, which debuted that year. Johnny Morris is the team owner.

Legal

In 2011, Bass Pro Shops was sued by The U.S. Equal Employment Opportunity Commission (EEOC) for failure to hire Hispanic and black applicants. In court filings, Bass Pro Shops denied all of the allegations and in 2014, Bass Pro Shops appealed the lower court's ruling, but was rejected by the court. In 2016, Bass Pro Shops tried again and the U.S. EEOC asked the Fifth Circuit Court to reject Bass Pro Shops' appeal because Bass Pro Shops engaged in the practice of "reckless indifference" when it came to hiring minorities. In 2017, Bass Pro Shops settled its discrimination lawsuit with the U.S. EEOC for $10.5 million. The court noted that any payments Bass Pro Shops made as part of the settlement "should not be construed as an admission of liability." The case was settled by a consent decree, and the court issued no findings on the veracity of the claims of the EEOC that there had been discrimination. As part of the settlement, Bass Pro Shops agreed to strengthen its diversity hiring and recruiting practices by posting job openings at schools with a significant minority population, participating in job fairs held in communities with large minority populations, posting job openings in publications that have been historically popular with Black and Hispanic audiences, and develop a diversity and inclusion section of its website that lists job opportunities and discusses inclusion efforts. In 2022, Bass Pro Shops was sued for not honoring a lifetime warranty on "RedHead Lifetime Guarantee All Purpose Wool Socks."