Johnson Outdoors
Johnson Outdoors (NASDAQ:JOUT) is a Racine, Wisconsin-based public company that designs, manufactures, and markets fishing, diving, camping, and watercraft equipment through nine consumer brands — including Minn Kota, Humminbird, SCUBAPRO, Old Town, Jetboil, and Eureka! — sold globally via brand websites, dealers, and international distributors.
- Company typePublic
- Founded1973
- HeadquartersRacine, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Johnson Outdoors does
Johnson Outdoors Inc. (NASDAQ:JOUT), founded in the early 1970s and headquartered in Racine, Wisconsin, is a publicly traded global manufacturer and marketer of outdoor recreation equipment organized into four reporting segments: Fishing (Minn Kota trolling motors, Humminbird fishfinders, Cannon downriggers), Diving (SCUBAPRO regulators, dive computers, BCDs, wetsuits and accessories), Camping (Jetboil stoves and Eureka! tents), and Watercraft (Old Town and Ocean Kayak canoes/kayaks, Carlisle Paddles). The portfolio includes integrated ecosystems such as Minn Kota motors and i-Pilot/ Spot-Lock/ AutoPilot GPS controls factory-paired into Old Town Sportsman motorized kayaks, alongside the PDL Drive and ePDL+ pedal/electric propulsion systems. Manufacturing is concentrated in the United States (Racine WI, Mankato MN, Alpharetta GA, Eufaula AL, Old Town ME, El Cajon CA, Vestal NY) and Canada (Burlington), with SCUBAPRO-operated manufacturing in Batam, Indonesia.
The company's commercial model combines direct-to-consumer e-commerce through nine brand-specific websites under the johnsonoutdoors.com umbrella, an extensive North American dealer network, and country-specific international distributors across Europe, Asia-Pacific, the Middle East and Latin America. Pricing is unit-based hardware sales (e.g., a kayak/canoe cart at $169.95), supplemented by recurring aftermarket parts and accessories. End customers are recreational and enthusiast hobbyists split across fishing, diving, camping and paddling — with no enterprise/B2B anchor concentration disclosed. The company has operated for over fifty years, maintained quarterly cash dividends for 14 consecutive years (Class A: $0.33/share), and holds over $130M of net cash with zero debt as of Q1 FY2026.
In FY2026, Johnson Outdoors has reported a decisive financial recovery: Q1 revenue of $140.9M (+31% YoY) and Q2 revenue of $194.5M (+16% YoY) drove first-half net sales to $335.4M (+21.5%), operating income more than doubled to $10.3M in Q2, and gross margin expanded to 38.8% from 29.9% in the prior year quarter. The fishing segment led the rebound with 36% Q1 / 18% Q2 growth on successful product launches and stabilizing end markets, while diving returned to 9% growth, partially offset by flat (1%) camping and watercraft results. M&A activity — including the March 2025 acquisition of a South African scuba manufacturer and Endless Summer Technologies — along with the planned June 2026 CFO transition to Asad Rahman, indicate a strategic posture of disciplined portfolio expansion funded entirely by balance-sheet capacity.
Johnson Outdoors firmographics
Firmographics- Name
- Johnson Outdoors
- Legal name
- Johnson Outdoors Inc.
- Website
- https://johnsonoutdoors.com
- Company type
- Public
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Johnson Outdoors (NASDAQ:JOUT) is a Racine, Wisconsin-based public company that designs, manufactures, and markets fishing, diving, camping, and watercraft equipment through nine consumer brands — including Minn Kota, Humminbird, SCUBAPRO, Old Town, Jetboil, and Eureka! — sold globally via brand websites, dealers, and international distributors.
- Ownership category
- akta.pro rank
Johnson Outdoors industry classification
Industry- Product category
- Outdoor Recreation Equipment
- NAICS
- Ship and Boat Building (33661), Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)
- SIC
- Misc Industrial & Commercial Machinery & Equipment (3590), Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)
- akta.pro primary industry
- Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD)
- akta.pro secondary industries
- Diving & Snorkeling Retail (Scuba Gear) (CRAMAIAF), Kayak & Paddle Fishing Specialty Retail (CRAMALAF), Electric & Hybrid Leisure Craft Manufacturing (IMAJAEAK), Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE)
Keywords
Where Johnson Outdoors is headquartered
LocationHeadquarters
- HQ city
- Racine
- HQ country
- United States
- HQ region
- North America
Offices19 records
Markets served
Johnson Outdoors business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Fishing Equipment: Trolling motors (Minn Kota, Cannon), fishfinders (Humminbird), shallow water anchors and accessories for recreational and professional fishing
- Watercraft: Canoes, kayaks (Old Town, Ocean Kayak), motorized fishing kayaks with integrated Minn Kota systems, and Carlisle paddles
- Diving Equipment: SCUBAPRO branded regulators, diving computers, BCDs, wetsuits and diving accessories for recreational and professional divers
- Camping Equipment: Jetboil stoves and camping equipment, Eureka! branded tents and camping gear
- Aftermarket Parts & Accessories: Replacement parts, accessories, and consumables for all product lines including propellers, batteries, life jackets, paddles, and performance upgrades
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | WideTrak ATB Large Kayak/Canoe Cart |
| Other | Pay-as-you-go | Consumer direct and dealer network pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Johnson Outdoors product offering
Product offeringCore offering
Johnson Outdoors designs, manufactures, and markets outdoor recreation equipment across four categories: Fishing (Minn Kota trolling motors, Humminbird fishfinders, Cannon downriggers), Diving (SCUBAPRO regulators, BCDs, dive computers, wetsuits), Camping (Jetboil stoves, Eureka! tents), and Watercraft (Old Town canoes and kayaks, Ocean Kayak sit-on-top kayaks, Carlisle Paddles). The company sells through brand-specific websites, dealer networks, and international distributors, with products featuring proprietary technologies such as PDL Drive pedal propulsion and i-Pilot GPS navigation.
Product overview
Johnson Outdoors is a diversified outdoor recreation equipment company operating across four main segments: Fishing (Minn Kota trolling motors, Humminbird fishfinders, Cannon downriggers), Diving (SCUBAPRO scuba equipment), Camping (Jetboil stoves, Eureka! tents), and Watercraft (Old Town canoes/kayaks, Ocean Kayak, Carlisle Paddles). The portfolio includes both motorized and non-motorized watercraft, marine electronics, and diving gear, with products ranging from entry-level recreational equipment to premium fishing kayaks with integrated autopilot technology.
Differentiator
Problem solved
Functional benefit
Brands
- Minn Kota: Trolling motors and accessories for fishing boats
- Humminbird
- Cannon
- Old Town
- Ocean Kayak
- Carlisle Paddles
- Jetboil
- SCUBAPRO
- Eureka!
Products and services
- Minn Kota Trolling Motors Electric trolling motors for fishing boats featuring i-Pilot GPS navigation, Spot-Lock anchoring, and autopilot functionality, sold to recreational and professional anglers.
- Humminbird Fishfinders Fishfinders, sonar technology, and marine electronics for fishing navigation and underwater imaging, sold to anglers.
- Cannon Downriggers Downriggers and marine equipment for controlled-depth fishing operations.
- Old Town Canoes and Kayaks Canoes and kayaks for recreation, fishing, and touring, including the pedal-driven PDL Drive models and Old Town Sportsman motorized kayaks with integrated Minn Kota motors and i-Pilot autopilot.
- Ocean Kayak Sit-On-Top Kayaks Sit-on-top kayaks designed for recreational paddling, fishing, and ocean use.
- Carlisle Paddles Kayak and canoe paddles including recreational, touring, and fishing-specific models with various blade materials.
- SCUBAPRO Scuba Diving Equipment Scuba diving equipment including regulators, BCDs (buoyancy control devices), dive computers, wetsuits, and accessories for recreational and professional divers.
- Jetboil Camping Stoves Compact camping stoves and cooking systems with efficient heat exchange technology for outdoor adventures.
- Eureka! Camping Tents Camping tents and shelter equipment for outdoor recreation.
Quantifiable outcome
- Revenue growth of 16% in Q2 fiscal 2026 to $194.5 million
- +3 more outcomes
Companies that use Johnson Outdoors
Customer profileSegments4 records
Ideal customer profiles4 records
Johnson Outdoors technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature7 records
Johnson Outdoors partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- South African Scuba Equipment ManufacturerminorJohnson Outdoors acquired a South African scuba equipment manufacturer in March 2025 to expand diving equipment manufacturing capabilities.
- WAVECREST (Austria)minorInternational distributor for Old Town watercraft products in Austria, operating from Luckau, Germany.
- Kayak Centrum Arend (Netherlands/Belgium)minorDistributor for Old Town kayaks in Netherlands and Belgium, located in Wormer.
- Atlantic Kayak (France)minorDistributor for Old Town watercraft products in France, operating from Port Saint Pere.
- PEARL TRADING CO LTD (Japan)minorDistributor for Old Town watercraft products in Japan, operating from San Jo.
- Waves Tech Co Ltd (Korea)minorDistributor for Old Town watercraft products in Korea, operating from Seoul.
- Zaragoza Marine (Mexico)minorDistributor for Old Town watercraft products in Mexico, operating from Puerto Vallarta.
- Outdoor Sports New ZealandminorDistributor for Old Town watercraft products in New Zealand, operating from Auckland.
- UK Canoe DistributorsminorMultiple distributors across UK including Bournemouth Canoes, Brighton Canoes, Cornwall Canoes, Kayaks & Paddles (Manchester and Plymouth), Norfolk Canoes, Southampton Canoes.
- Minn KotacoreMinn Kota is a wholly-owned brand of Johnson Outdoors, specializing in electric trolling motors for fishing boats. Products are integrated into Old Town Sportsman motorized kayaks.
Scale indicators16 records
Recent moves6 records
Expansion highlights5 records
Johnson Outdoors competitors and assessment
Company assessmentDirect peers
- Yeti Holdings: Yeti (NYSE: YETI) designs and markets premium outdoor recreation products including coolers, drinkware, and bags. It is a direct peer in the premium outdoor lifestyle category with a similar brand-led, multi-channel DTC + dealer distribution model.
- Pelican International: Pelican International is a Canadian manufacturer of kayaks, canoes, paddleboards, and pedal boats that directly competes with Old Town, Ocean Kayak, and Carlisle Paddles. It is a direct peer in the watercraft manufacturing category.
- Aqua Lung: Aqua Lung is a leading global manufacturer of recreational and professional scuba diving equipment, directly competing with SCUBAPRO in regulators, BCDs, and dive computers. It is the closest direct competitor in Johnson Outdoors' Diving segment.
- Rapala VMC: Rapala VMC (HEL: RAP1V) is a leading fishing lure and tackle company with a strong global brand portfolio. It is a direct peer in recreational fishing equipment, competing with Cannon downriggers and adjacent fishing tackle categories JOUT participates in.
- Vista Outdoor: Vista Outdoor (NYSE: VSTO) is a leading designer and manufacturer of outdoor sports and recreation products including hunting/shooting, hydration, and outdoor cooking. It is a direct peer with comparable diversified brand portfolio and product/customer overlap in outdoor recreation.
- Werner Paddles: Werner Paddles is a leading US manufacturer of kayak and canoe paddles, directly competing with Carlisle Paddles (a JOUT brand) in the paddle sports category. It is a focused direct peer in paddling equipment.
- Cascade Designs (MSR / Therm-a-Rest / Platypus): Cascade Designs owns MSR (camping stoves), Therm-a-Rest, and Platypus — directly competing with Jetboil stoves and Eureka! tents in the camping equipment category. It is a direct peer in outdoor camping and backcountry cooking gear.
Broad incumbents
- Garmin: Garmin (NYSE: GRMN) is a global leader in marine electronics and GPS navigation, directly competing with Humminbird's fishfinder and Minn Kota's i-Pilot-enabled trolling motor ecosystem. Garmin's marine segment competes head-to-head with JOUT's marine electronics franchise.
- Brunswick Corporation: Brunswick (NYSE: BC) is a leading marine manufacturer with Mercury Marine (outboard motors, competing with Minn Kota) and Boston Whaler/Sea Ray boats. It is a broad incumbent in marine recreation that overlaps with JOUT's propulsion and watercraft categories.
- Shimano: Shimano is the global leader in fishing tackle, reels, and cycling components. It is a broad incumbent in fishing tackle that competes with Minn Kota, Cannon, and Humminbird at the high end and dominates the fishing reel/rod category adjacent to JOUT's trolling motor portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Johnson Outdoors social profiles
Digital presenceJohnson Outdoors compliance and trust
Trust signalCompliance3 records
Johnson Outdoors financial estimates
Financial estimateRevenue estimate
Valuation estimate
Johnson Outdoors leadership team
Management profileNumber of profiles
Profiles4 records
Johnson Outdoors subsidiaries and ownership
Company hierarchySubsidiaries17 records
Johnson Outdoors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Johnson Outdoors M&A and investment
M&A and investmentM&A8 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Johnson Outdoors
What does Johnson Outdoors do?
Johnson Outdoors designs, manufactures, and markets outdoor recreation equipment across four categories: Fishing (Minn Kota trolling motors, Humminbird fishfinders, Cannon downriggers), Diving (SCUBAPRO regulators, BCDs, dive computers, wetsuits), Camping (Jetboil stoves, Eureka! tents), and Watercraft (Old Town canoes and kayaks, Ocean Kayak sit-on-top kayaks, Carlisle Paddles). The company sells through brand-specific websites, dealer networks, and international distributors, with products featuring proprietary technologies such as PDL Drive pedal propulsion and i-Pilot GPS navigation.
Is Johnson Outdoors a public or private company?
Johnson Outdoors is a public company. It is classified as public and is currently operating.
When was Johnson Outdoors founded?
Johnson Outdoors was founded in 1973. It employs 1,001 to 5,000 people.
Where is Johnson Outdoors based?
Johnson Outdoors is headquartered in Racine, United States, in the North America region.
How does Johnson Outdoors make money?
Five revenue lines are on record. Fishing Equipment is the primary driver. The others are watercraft, diving Equipment, camping Equipment and aftermarket Parts & Accessories.
Who are Johnson Outdoors's main competitors?
Direct peers on record are Yeti Holdings, Pelican International, Aqua Lung, Rapala VMC, Vista Outdoor, Werner Paddles and Cascade Designs (MSR / Therm-a-Rest / Platypus). Broad incumbents are Garmin, Brunswick Corporation and Shimano.
Does Johnson Outdoors have an API?
No public API is recorded for Johnson Outdoors.
What industry is Johnson Outdoors in?
Johnson Outdoors's product category is Outdoor Recreation Equipment. Its primary akta.pro industry code is CRAMAIAD, Paddle Sports Retail (Kayak, Canoe, SUP, Paddles), with a secondary code of CRAMAIAF, Diving & Snorkeling Retail (Scuba Gear). Its NAICS code is 33661 and its SIC code is 3590.