Bill Dance Outdoors

What Bill Dance Outdoors does

Bill Dance Outdoors (legal entity: Bill Dance Store) is a privately held fishing lifestyle brand headquartered in Collierville, Tennessee, built around the personal brand of professional angler and television host Bill Dance. The company operates two long-running television programs — Bill Dance Outdoors on Outdoor Channel and Bill Dance Saltwater on Sportsman Channel — alongside a direct-to-consumer e-commerce store (powered by Shopify) at billdanceoutdoors.com that sells branded merchandise including T-shirts, caps, beanies, drinkware (stainless steel tumblers), temporary tattoos, books, DVDs, and a Collector Series of limited-edition art prints created with artist Denny Kreps. All product sales are unit-priced one-time purchases with no subscription model, and shipping is primarily limited to the Continental United States.

The company monetizes across three principal revenue streams: (1) merchandise sales across apparel, headwear, and accessories, (2) media products including the Fish Tales autobiography and Hilarious Goof Ups DVD, and (3) limited-edition collectibles (notably the 150-run hand-signed Three Bass print). Bill Dance Outdoors also organizes the Bill Dance Signature Lakes Giant Bass Open, an amateur bass fishing tournament series with three 2025 events (Pickwick Lake, Dale Hollow, Douglas Lake) offering $55,000+ in hourly payouts and a $10,000 biggest-bass bonus, capped at 500 anglers per event. Marketing relies on Bill Dance's television presence, social media (Facebook, Twitter, Instagram, YouTube), blog content, podcast appearances, and industry event participation such as the Bassmaster Classic Expo.

The business model is a horizontally segmented D2C consumer play targeting fishing enthusiasts and Bill Dance fans/collectors. The company maintains an Endorsed Fishing Guide Program that connects fans with vetted freshwater and saltwater guides across multiple US states, functioning as a brand-extension channel. The company is founder-owned with no disclosed external investors, funding rounds, or parent entities.

Name

Bill Dance Outdoors

Legal name

Bill Dance Store

Website

https://billdanceoutdoors.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Bill Dance Outdoors is a privately held, founder-operated fishing lifestyle brand centered on angler Bill Dance's television shows, selling branded apparel, collectibles, books, and DVDs direct-to-consumer via a Shopify store and hosting the Giant Bass Open amateur bass tournament series.

Ownership category

akta.pro rank

Product category

Fishing Lifestyle Merchandise

NAICS

Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Gift, Novelty, and Souvenir Retailers (459420), Other Spectator Sports (711219)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRAMALAO

Fishing Gifts, Collectibles & Licensed Gear Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

SECONDARYCRAMALAL

Waders, Apparel & Footwear for Fishing Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fishing & Tackle Retail

Keywords

• Fishing lifestyle merchandise
• Branded apparel sales
• Outdoor collectibles
• Amateur fishing tournaments
• Fishing television content

Headquarters

HQ city

Collierville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Merchandise Sales: Direct product sales through e-commerce store including branded apparel (t-shirts, long-sleeve shirts, youth shirts), headwear (caps, beanies), accessories (tumblers, temporary tattoos), and collectibles (art prints, limited edition prints). One-time purchase model.
2. Media Products: Sales of DVDs (Bill Dance's Hilarious Goof Ups & Funny Moments DVD) and books (Fish Tales autobiography). Physical media products sold through the same e-commerce channel.
3. Limited Edition Collectibles: Sale of limited edition autographed art prints - 150 run limited edition 'Three Bass' print hand-signed by Bill Dance and artist Denny Kreps. Once sold out, items are unavailable.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Bill Dance Outdoors operates a direct-to-consumer e-commerce store (powered by Shopify) selling branded fishing merchandise including apparel (T-shirts, caps, beanies), drinkware (tumblers), accessories (temporary tattoos), collectibles (art prints, limited edition autographed prints), and media (DVDs, books). The brand also extends into television programming (Bill Dance Outdoors on Outdoor Channel and Bill Dance Saltwater on Sportsman Channel), the Bill Dance Signature Lakes Giant Bass Open amateur tournament series, and a Bill Dance Endorsed Fishing Guide Program.

Product overview

Bill Dance Outdoors is a fishing lifestyle brand operated by legendary angler Bill Dance. The company operates an e-commerce merchandise store (powered by Shopify) selling apparel (T-shirts, caps, beanies), collectibles (art prints, limited edition prints), drinkware (tumblers), accessories (temporary tattoos), and media (DVDs, books). The brand also encompasses television programming including 'Bill Dance Outdoors' (the longest-running national fishing show on Outdoor Channel) and 'Bill Dance Saltwater' (on Sportsman Channel). Bill Dance Signature Lake Giant Bass Open is an amateur fishing tournament series with events at major lakes. The company also runs an Endorsed Fishing Guide Program connecting fans with professional freshwater and saltwater guides.

Differentiator

Problem solved

Functional benefit

Brands

• Bill Dance Outdoors: Primary brand for fishing television show and merchandise
• Bill Dance Saltwater
• Bill Dance Signature Lakes Giant Bass Open
• Bill Dance Collector Series

Products and services

• Bill Dance T-Shirts Line of branded T-shirts including Bass T-Shirts (short and long sleeve), Beautiful Day tees, Work Is For People Who Don't Know How To Fish tees, Signature Lure tees, Moisture Wicking Performance tees, and Youth Bass shirts in various colors and sizes. For Bill Dance fans and fishing enthusiasts.
• Bill Dance Caps Branded caps including the iconic orange and white Tennessee T Cap (trucker style snapback) and Bass Cap (100% cotton, available in structured and unstructured styles with adjustable Velcro closure).
• Bill Dance Beanies Acrylic knit beanies available in white and black colorways. Includes Bass Beanie, Signature Beanie, and T Beanie styles at $20.00 each.
• Bill Dance Collector Series Art Prints Series of 24 hand-drawn art prints by artist Denny Kreps depicting freshwater and saltwater fish. Available in 11x14 and 16x20 sizes, featuring Black Crappie, White Crappie, Bluegill, Redear, and other species, priced $17.40–$39.00.
• LIMITED EDITION 'Three Bass' Autographed Print Limited edition 16x20 art print depicting Largemouth Bass, Smallmouth Bass, and Kentucky Bass. Hand-signed and hand-numbered (1-150) by Bill Dance and artist Denny Kreps. Only 150 copies produced; sold out at $59.25.
• Bill Dance Outdoors Tumbler 20 oz stainless steel tumbler with Bill Dance cartoon bass logo, includes metal straw, sealed lid, and cleaning brush. Dishwasher safe, usable with hot and cold beverages. Priced at $29.00.
• Bill Dance Temporary Tattoos (6 pack) Six temporary tattoos featuring Bill's cartoon bass logo. 3.5 inch x 3.5 inch size, safe for all ages, easy application, washes off in 2-6 days. Free shipping within Continental United States. Priced at $9.95.
• Bill Dance's Hilarious Goof Ups & Funny Moments DVD Nearly 3-hour collection of Bill Dance's best bloopers, pranks, and outtakes from over 40 years of TV fishing. Features appearances by Mel Tillis, Porter Wagoner, and Tanya Tucker. Priced at $9.99 with free shipping.
• Fish Tales: Bill Dance's Autobiography of Tales Hardcover autobiography by Bill Dance with Taylor Wilson. Chronicles his life from first bass catch to fishing with presidents, athletes, music stars, and kids. Full color print. Priced at $29.95.
• Bill Dance Outdoors TV Show The oldest, longest-running, continuously running, and most popular national fishing show on Outdoor Channel. Bill Dance is billed as 'The World's Most Famous Fisherman'.
• Bill Dance Saltwater TV Show Saltwater fishing television show airing on Sportsman Channel, complementing the freshwater Bill Dance Outdoors TV show.
• Bill Dance Signature Lakes Giant Bass Open Amateur bass fishing tournament series with events at Pickwick Lake, Dale Hollow, and Douglas Lake. Features over $55,000 in hourly payouts and $10,000 bonus for biggest bass. Field capped at 500 anglers per event.
• Bill Dance Endorsed Fishing Guide Program Network of endorsed freshwater and saltwater fishing guides recommended by Bill Dance. Includes guides across multiple US locations including Florida Keys, Louisiana, Alabama, Arkansas, Tennessee, and Mississippi.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Mercury MarineminorGTM or Marketing PartnerMercury Marine partnered with Bill Dance for promotional giveaways. Mercury is giving away a brand new outboard valued up to $32,000. Bill Dance, along with Hank Parker and Jimmy Houston, competed in a contest to see who could get the most people to enter the giveaway, with the winner getting to throw a pie at the others at the Mercury Marine booth at the 2025 Bassmaster Classic.
• Mossy Oak Gamekeeper PodcastminorGTM or Marketing PartnerBill Dance appeared as guest on Mossy Oak Gamekeeper Podcast Episode 353. Discussion covered his fishing background, first B.A.S.S. tournament experience, pond management, and preferred baits and worm colors. Episode available on streaming platforms.
• Bassmaster ClassicminorGTM or Marketing PartnerBill Dance Outdoors participates in the Bassmaster Classic Expo event, appearing at the Mercury Marine booth. The 2025 Bassmaster Classic took place March 21-23 in Fort Worth, TX.
• Denny KrepscoreStrategic or Co-development PartnerArtist Denny Kreps worked directly with Bill Dance to create the Bill Dance Collector Series - 24 hand-drawn art prints of freshwater and saltwater fish. Created limited edition 'Three Bass' print (150 run) hand-signed by both Bill Dance and Denny Kreps.
• Bill Dance Endorsed Fishing Guides ProgramcoreChannel Partner/ Reseller/ DistributorBill Dance personally endorses freshwater and saltwater fishing guides across the US. Freshwater guides include Captain James 'Big Cat' Patterson (Memphis, TN), Cat'N Around (Mississippi River/Memphis Area), Jackie Vancleave (Hornbeak, TN), Donald Cranor (Gassville, AR). Saltwater guides include Captain Peter Deeks (Florida), Captain Mike Frenette (Louisiana), Captain Mike Rowell (Alabama), Captain Jack/John Callion (Florida Keys), Captain Byron Hennessy (Central Florida), Captain Andy Thompson (South Florida), Captain Ken Hudson (Florida), Captain Blair Wiggins (Florida), Captain Rich Tudor (Florida).

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Major League Fishing: MLF runs professional bass fishing tournaments and related media content, directly comparable to Bill Dance's tournament and television business.
• Kevin VanDam Fishing: Kevin VanDam is a professional bass angler with branded tackle, apparel, and content; comparable as a personality-driven fishing brand monetizing celebrity through merchandise and media.
• B.A.S.S. (Bassmaster): B.A.S.S. operates the Bassmaster tournament trail and media properties, directly comparable to the Giant Bass Open events and TV programming side of Bill Dance's business.
• Jimmy Houston Outdoors: Jimmy Houston hosts a long-running fishing show and sells branded merchandise and fishing gear, offering a near-identical business model around a single celebrity angler personality.
• Hank Parker Outdoors: Hank Parker is a legendary bass angler with his own TV show and branded merchandise store, directly comparable as a celebrity-fronted fishing lifestyle brand competing for the same angler audience.

Broad incumbents

• Pure Fishing: Pure Fishing owns multiple fishing tackle brands and operates branded merchandise programs; comparable as a broader incumbent fishing goods and lifestyle brand operator.
• Rapala: Rapala is a globally recognized fishing tackle brand with branded apparel and accessories, comparable as a fishing lifestyle brand selling merchandise beyond core tackle.
• Cabela's: Cabela's is a major fishing and outdoor retailer offering branded apparel, gifts, and tackle, comparable as a broader incumbent in the fishing merchandise space.
• Bass Pro Shops: Bass Pro Shops is the dominant US fishing/outdoor retail brand selling apparel, tackle, and gifts, comparable as a much larger incumbent in the same fishing merchandise category.

Emerging players

• Strike King: Strike King is a fishing tackle and lure brand with pro-angler endorsements and branded merchandise, comparable as a personality/tournament-anchored fishing brand operating at similar scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Bill_Dance1
• YouTubeyoutube.com/billdancefishing
• Facebookfacebook.com/billdance
• Instagraminstagram.com/bill_dance

Revenue estimate

Valuation estimate

Number of profiles

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 Bill Dance Outdoors