Humminbird

What Humminbird does

Humminbird is a US-based marine electronics brand and product line of Johnson Outdoors Inc. (NASDAQ:JOUT), headquartered in Racine, Wisconsin, with operations and product development centered in Eufaula, Alabama. Founded in the early 1970s (firmographic founding date 1971; corporate history references 1984), the company has operated for over 40 years as a specialist manufacturer of recreational and competitive fishing electronics, with a stated positioning as "America's favorite fish finder."

The company's core offering is a portfolio of fish finder hardware organized into multiple series spanning entry-level to premium price points: PiranhaMAX (entry), HELIX (mid-range), APEX (premium), XPLORE (newest flagship), and ICE (ice fishing). These units are differentiated by proprietary sonar technologies including the MEGA Imaging family (MEGA Live 2 forward-facing sonar, MEGA 360, MEGA Side Imaging, MEGA Down Imaging), Dual Spectrum CHIRP Sonar, and TargetLock. A separate mapping and cartography business generates software/data revenue through LakeMaster (freshwater), CoastMaster (saltwater/coastal), AutoChart, AutoChart LiveShare, SmartStrike, and ChartSelect products. The One-Boat Network platform integrates Humminbird fish finders with Minn Kota trolling motors and Cannon downriggers for unified boat control.

Humminbird operates a B2C go-to-market model with revenue primarily from hardware unit sales, supplemented by recurring accessories (transducers, cables, mounts, batteries) and one-time mapping/cartography licenses. Distribution combines direct e-commerce on humminbird.johnsonoutdoors.com with an authorized dealer network, major outdoor retailers, and dealer-driven pricing. The primary customer segment is individual recreational and competitive anglers across freshwater, saltwater, ice, and kayak fishing verticals. Klarna and PayPal "Buy Now, Pay Later" options support higher-ticket conversions.

Name

Humminbird

Legal name

Humminbird (Brand of Johnson Outdoors Inc.)

Website

https://humminbird.com

Company type

Public

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Humminbird is a Johnson Outdoors brand (NASDAQ:JOUT) that manufactures fish finders, proprietary sonar imaging (MEGA Live 2, MEGA 360, CHIRP), and LakeMaster/CoastMaster cartography for recreational and competitive anglers, distributed via dealers, retailers, and direct e-commerce in the United States.

Ownership category

akta.pro rank

Product category

Marine Electronics

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)

SIC

Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)

akta.pro primary industry

Fishing Electronics & Marine Tech Retail (Fishfinders, GPS, Sonar) (CRAMALAH)

akta.pro secondary industry

Marine Parts, Accessories & Maintenance Supplies Retail (CRAMAIAB)

Keywords

• Marine electronics
• Fish finder hardware
• Sonar imaging technology
• Fishing GPS cartography
• Boat electronics accessories

Headquarters

HQ city

Eufaula

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Fish Finder Hardware Sales: Sale of standalone fish finder units across multiple product series (XPLORE, APEX, HELIX, PiranhaMAX, ICE) representing the primary revenue driver. Hardware is sold through dealers and direct e-commerce with seasonal promotions and bundle discounts to drive purchase volume.
2. Accessories and Add-ons: Sale of accessories including transducers, cables and networking, mounts and hardware, cases and covers, batteries and chargers, and boat navigation accessories. Accessories provide recurring revenue through the product lifecycle and are available as add-on purchases.
3. Cartography and Mapping Products: Sale of proprietary mapping products including LakeMaster (freshwater), CoastMaster (saltwater/coastal), SmartStrike, and ChartSelect. These represent software/data licensing revenue tied to detailed fishing cartography.
4. Fishing Segment (Johnson Outdoors): Humminbird is a brand under Johnson Outdoors' Fishing segment, which reported $112.4 million in revenue for Q1 FY2026 (36% YoY growth). The segment led Johnson Outdoors' overall performance in the reported period.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Humminbird designs, manufactures, and sells marine electronics for anglers, including standalone fish finder units across the XPLORE, APEX, HELIX, PiranhaMAX, and ICE series, plus advanced sonar modules (MEGA Live 2, MEGA 360 Imaging, MEGA Side/Down Imaging, Dual Spectrum CHIRP, TargetLock), proprietary mapping products (LakeMaster, CoastMaster, AutoChart, SmartStrike, ChartSelect), and accessories such as transducers, mounts, cables, batteries, and chargers. Offerings are sold direct to consumers and through dealers and retailers, and integrate with Minn Kota trolling motors via the One-Boat Network platform.

Product overview

Humminbird is a portfolio of fishing electronics and mapping solutions, America's favorite fish finder brand for over 40 years. The offering consists of multiple fish finder series (XPLORE, APEX, HELIX, PiranhaMAX, ICE) as a unified core product line, enhanced by advanced sonar technologies (MEGA Live 2, MEGA 360 Imaging, MEGA Side/Down Imaging, Dual Spectrum CHIRP, TargetLock), and complemented by mapping solutions (LakeMaster, CoastMaster, AutoChart, SmartStrike, ChartSelect, Humminbird Basemap). The ecosystem is unified through the One-Boat Network platform, which integrates trolling motors, fish finders, and shallow water anchors for seamless operation. Accessories including transducers, mounts, cables, and batteries extend the product system.

Differentiator

Problem solved

Functional benefit

Brands

• XPLORE: Newest fish finder series with lightning-fast user interface, best-in-class imaging, and revamped waypoint management
• APEX
• HELIX
• PiranhaMAX
• ICE
• LakeMaster
• CoastMaster
• AutoChart
• MEGA Live 2
• MEGA 360 Imaging
• One-Boat Network
• Dual Spectrum CHIRP Sonar

Products and services

• XPLORE Fish Finder Series Newest premium fish finder series offering lightning-fast user interface, best-in-class imaging, industry-leading maps, and revamped waypoint management for serious recreational and competitive anglers.
• APEX Fish Finder Series

Quantifiable outcome

• Fishing segment grew 36% YoY to $112.4M in Q1 FY2026

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature10 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Minn Kota (Johnson Outdoors)coreTechnology or IntegrationMinn Kota is a sister brand under Johnson Outdoors specializing in trolling motors. Humminbird and Minn Kota operate within the One-Boat Network ecosystem, enabling deep technical integration between Humminbird fish finders and Minn Kota trolling motors for automated boat positioning, integrated autopilot, and unified control. This partnership is central to Humminbird's value proposition and go-to-market strategy.
• KlarnasupportingGTM or Marketing PartnerKlarna provides flexible 'Buy Now, Pay Later' payment options on the Humminbird e-commerce storefront, enabling customers to spread purchase costs over time and reducing friction at checkout.
• PayPalsupportingGTM or Marketing PartnerPayPal is offered as a flexible payment option on the Humminbird e-commerce site alongside Klarna, providing trusted payment processing and checkout flexibility for customers.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Garmin: Garmin is the largest direct competitor in recreational fishfinders and marine electronics, offering the Striker, ECHOMAP, and GPSMAP series with LiveScope forward-facing sonar. Overlaps Humminbird on fishfinders, sonar, cartography, and networked boat electronics for the same angler customer base.
• Lowrance (Brunswick): Lowrance, part of Brunswick's Navico Group, competes head-to-head in fishfinders (HDS, Elite FS) with ActiveTarget forward-facing sonar and C-MAP cartography. Serves the same freshwater and coastal anglers with comparable product tiers and pricing.
• Raymarine (Teledyne FLIR): Raymarine, owned by Teledyne FLIR, offers Axiom and Element fishfinders with RealVision and CHIRP sonar for saltwater and coastal markets. Direct competitor particularly in marine electronics where Humminbird's CoastMaster overlaps with Raymarine's Lighthouse charts.
• Simrad (Brunswick): Simrad, a sister brand to Lowrance under Brunswick's Navico Group, targets offshore and sportfishing anglers with NSS and NSO displays. Competes with Humminbird in higher-end saltwater fishfinding and integrated boat electronics.
• Furuno: Furuno is a long-standing Japanese marine electronics manufacturer with strong presence in commercial and offshore fishing sonar, radar, and fishfinders (FCV series). Comparable on marine sonar technology and premium boat electronics, particularly in saltwater and commercial-adjacent segments.

Emerging players

• Navionics (Garmin): Navionics provides marine cartography (now owned by Garmin) and is already integrated as a third-party chart option on Humminbird devices. Comparable as a competitor in the cartography/content layer that underpins Humminbird's LakeMaster/CoastMaster revenue stream.
• C-MAP (Brunswick): C-MAP, owned by Brunswick/Navico, provides marine cartography used by Lowrance, Simrad, and B&G. Direct competitor to LakeMaster and CoastMaster in mapping products and a key content battleground in the fishfinder ecosystem.
• Power-Pole (Johnson Outdoors): Power-Pole, acquired by Johnson Outdoors, makes hydraulic shallow-water anchors that integrate into the One-Boat Network alongside Humminbird fishfinders and Minn Kota motors. Comparable as an ecosystem partner rather than direct competitor, but increasingly important to the integrated boat electronics value proposition.
• Marcum Technologies: Marcum is a niche competitor specializing in ice fishing electronics and flashers, overlapping directly with Humminbird's ICE series. Smaller scale but highly regarded in the ice-fishing segment, posing focused competition in that specialty category.

Broad incumbents

• Minn Kota (Johnson Outdoors): Minn Kota is a sister Johnson Outdoors brand and the largest trolling motor manufacturer, tightly integrated with Humminbird via the One-Boat Network. While not a direct fishfinder competitor, it is the most important commercial partner/ecosystem anchor for Humminbird's value proposition.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/humminbirdfish
• YouTubeyoutube.com/user/HumminbirdTV
• Facebookfacebook.com/HumminbirdElectronics
• Instagraminstagram.com/humminbirdfishing
• LinkedInlinkedin.com/company/johnson-outdoors-marine-electronics-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Humminbird