Anderson Media

What Anderson Media does

Anderson Media Corporation is a privately-held, family-owned holding company founded in 1917 and headquartered in Knoxville, Tennessee. It actively manages a portfolio of four operating businesses in consumer products and services: Anderson Merchandisers, a leading merchandising and in-store promotion services firm serving hundreds of CPG, consumer electronics, telecom, food and beverage, and paint/coatings brands (including GSK, Microsoft, AT&T, Samsung, Verizon, KraftHeinz, Fitbit, Coty, and Sherwin Williams); B.A.S.S. LLC, the worldwide authority on bass fishing, providing media content, tournaments, tips, and news to a global enthusiast base; Natural Healthy Concepts, an e-commerce retailer of pharmaceutical-grade vitamins and supplements; and MWB, a privately-owned Whataburger franchisee rapidly building out at least 30 quick-serve restaurant locations in North Alabama.

The company's core technology centers on Anderson Merchandisers' proprietary point-to-point merchandising platform with real-time analytics and reporting, designed to keep client products front-and-center with shoppers while controlling costs. Its business model spans multiple revenue streams: professional service fees for enterprise merchandising and in-store promotional work (B2B enterprise field sales), subscription/recurring revenue from media content and supplement e-commerce, and transaction-based revenue from QSR franchise operations. Anderson employs a hybrid go-to-market combining direct enterprise sales (Anderson Merchandisers, B.A.S.S. media) with direct-to-consumer channels (B.A.S.S., Natural Healthy Concepts, Whataburger retail).

Unlike private equity, Anderson explicitly states it has no predetermined exit strategy, invests based on multiples of trailing earnings and growth rates, and operates with long-term objectives. The company is led by Charlie Anderson (Chairman/President/CEO) with Jay Maier (CFO) and David Thompson (SVP Finance/Treasurer) at the corporate level and Chase Anderson as CEO of B.A.S.S. LLC. The Anderson Family Foundation, co-chaired by Moll Anderson, anchors corporate philanthropy with partnerships including UNICEF and Habitat for Humanity.

Name

Anderson Media

Legal name

Anderson Media Corporation

Website

https://andersonmediacorp.com

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

1–10 employees

Short description

Anderson Media Corporation is a family-owned holding company founded in 1917 that manages a portfolio of four consumer-facing businesses: Anderson Merchandisers (CPG merchandising services), B.A.S.S. (bass fishing media), Natural Healthy Concepts (vitamins/supplements e-commerce), and MWB (Whataburger franchisee in North Alabama).

Ownership category

akta.pro rank

Headquarters

HQ city

Knoxville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Merchandising Services: Anderson Merchandisers provides merchandising services including in-store events, demonstrations, and point-of-purchase promotions for consumer products companies, generating revenue through service fees
2. Media and Content: B.A.S.S. provides bass fishing content, events, and related media services
3. Vitamins and Supplements E-commerce: Natural Healthy Concepts sells pharmaceutical grade vitamin and supplement products through e-commerce
4. Quick-Serve Restaurant Franchise: MWB operates Whataburger quick-serve restaurants as a franchisee

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Anderson Media Corporation is a family-owned holding company that acquires, transforms, and actively manages established, profitable consumer products and services businesses for the long term. Its operating portfolio comprises four wholly-owned subsidiaries: Anderson Merchandisers (retail merchandising, in-store events, demonstrations, and point-of-purchase promotions for top CPG brands), B.A.S.S. (worldwide bass fishing media, content, and tournaments), Natural Healthy Concepts (e-commerce retailer of pharmaceutical-grade vitamins and supplements), and MWB (Whataburger quick-serve restaurant franchise in North Alabama).

Product overview

Anderson Media Corporation is a holding company that manages a portfolio of consumer products and services businesses. The company operates four distinct portfolio companies: Anderson Merchandisers (a merchandising and point-of-sale services provider for CPG brands), B.A.S.S. (a bass fishing media and events company), Natural Healthy Concepts (a vitamin and supplement e-commerce retailer), and Whataburger franchisee MWB (a quick-service restaurant chain). These businesses operate independently under the Anderson corporate umbrella, which provides strategic financial and business resources while leveraging shared expertise in product design, packaging, sourcing, distribution, marketing, and in-store promotion.

Differentiator

Problem solved

Functional benefit

Brands

• Anderson Merchandisers: Leading merchandising company for groceries, pharmaceuticals, hardware, impulse items, gift cards, and electronics with point-to-point services and in-store marketing.
• B.A.S.S.
• Natural Healthy Concepts
• MWB

Products and services

• Anderson Merchandisers A leading retail merchandising company offering point-to-point services for groceries, pharmaceuticals, hardware, impulse items, gift cards, electronics, and related consumer products. Pairs decades of sales experience with proprietary cutting-edge technology to deliver cost-effective merchandising, in-store events, demonstrations, and point-of-purchase promotions to top CPG brands.
• B.A.S.S. Media and events business serving as the worldwide authority on bass fishing, providing cutting-edge content, tournament events, fishing tips, and news across multiple platforms and formats for fishing enthusiasts worldwide.
• Natural Healthy Concepts Online retailer offering a large selection of pharmaceutical-grade vitamin and supplement products, supported by customer service focused on optimal health, wellness, and vitality for health-conscious consumers.
• Whataburger (MWB franchise) Quick-serve restaurant franchise operation serving fresh, made-to-order breakfast and burgers 24/7 in North Alabama, with plans for at least 30 Whataburger locations.

Quantifiable outcome

• Successfully transformed predecessor business into leading merchandising company serving top CPG brands

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• UNICEFminorOthersAnderson Family Foundation supports UNICEF's work defending the rights of every child across 190 countries. Moll Anderson serves as Co-Chair. In 2016, Moll and Charlie Anderson visited Mozambique to see UNICEF facilities, health care centers, and mobile nutrition units.
• Habitat for HumanityminorOthersThe Charlie and Moll Anderson Family Foundation supports Habitat for Humanity. Keith Urban presented keys to a new home recipient at a Knoxville event supported by the foundation. The foundation has participated in home-building initiatives.
• Anderson Family FoundationcoreOthersFamily foundation through which Anderson Media and affiliated businesses contribute to organizations improving communities. Hosts celebrity fundraiser dinners and concerts.
• Various Community OrganizationsminorOthersOrganizations supported include Boys & Girls Clubs Tennessee Valley, Breakthrough Twin Cities, Broadway Cares: Equity Fights AIDS, Campus Crusade for Christ, East Tennessee Children's Hospital, Habitat for Humanity, Junior Achievement, Make-a-Wish Foundation, March of Dimes, United Way, and many others across education, health, youth, and community development sectors.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Vitacost: Vitacost (a Kroger subsidiary) is an online retailer of vitamins, supplements, and natural health products, directly comparable to Natural Healthy Concepts in product category, channel, and customer base.
• Spar Group: Spar Group delivers retail merchandising, in-store execution, and brand representation services for consumer products companies, directly comparable to Anderson Merchandisers' point-of-purchase and in-store event offerings.
• Acosta: Acosta is one of the largest sales and marketing services providers to consumer packaged goods brands, offering retail merchandising, in-store events, and point-of-purchase execution. It is the closest scaled competitor to Anderson Merchandisers' core B2B merchandising business.
• CROSSMARK: CROSSMARK provides retail merchandising, in-store marketing, and shopper engagement services to CPG manufacturers and retailers, directly comparable to Anderson Merchandisers' in-store event and demonstration services.
• Advantage Solutions: Advantage Solutions is a sales and marketing agency offering headquarter sales, retail merchandising, and shopper marketing services to CPG brands, overlapping directly with Anderson Merchandisers' enterprise merchandising services.
• iHerb: iHerb is a large global e-commerce retailer of vitamins, supplements, and natural health products, directly comparable to Natural Healthy Concepts' e-commerce supplements business.
• Outdoor Sportsman Group: Outdoor Sportsman Group operates Outdoor Channel and Sportsman Channel, producing and distributing hunting, fishing, and outdoor lifestyle content. It is directly comparable to B.A.S.S. as a media company serving the bass fishing / outdoor enthusiast audience.
• Premium Retail Services: Premium Retail Services is a retail merchandising and in-store services provider for consumer brands and retailers across North America, comparable in scope to Anderson Merchandisers' in-store promotional work.
• News America Marketing: News America Marketing (a News Corp subsidiary) provides in-store advertising, merchandising, and shopper marketing solutions for CPG brands and retailers, comparable to Anderson Merchandisers' retail media and in-store promotion business.

Broad incumbents

• Berkshire Hathaway: Berkshire Hathaway is a large family-influenced, privately-controlled conglomerate acquiring and operating consumer and industrial businesses for the long term. While far larger, its holding-company model with patient capital is structurally comparable to Anderson Media.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/anderson-media-corporation

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

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 Anderson Media