Johnson Outdoors

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.

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

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

• Outdoor recreation equipment
• Fishing electronics
• Marine trolling motors
• Kayak manufacturing
• Scuba diving gear

Headquarters

HQ city

Racine

HQ country

United States

HQ region

North America

Offices19 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fishing Equipment: Trolling motors (Minn Kota, Cannon), fishfinders (Humminbird), shallow water anchors and accessories for recreational and professional fishing
2. Watercraft: Canoes, kayaks (Old Town, Ocean Kayak), motorized fishing kayaks with integrated Minn Kota systems, and Carlisle paddles
3. Diving Equipment: SCUBAPRO branded regulators, diving computers, BCDs, wetsuits and diving accessories for recreational and professional divers
4. Camping Equipment: Jetboil stoves and camping equipment, Eureka! branded tents and camping gear
5. Aftermarket Parts & Accessories: Replacement parts, accessories, and consumables for all product lines including propellers, batteries, life jackets, paddles, and performance upgrades

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• South African Scuba Equipment ManufacturerminorStrategic or Co-development Partner · 9 March 2025Johnson Outdoors acquired a South African scuba equipment manufacturer in March 2025 to expand diving equipment manufacturing capabilities.
• WAVECREST (Austria)minorChannel Partner/ Reseller/ DistributorInternational distributor for Old Town watercraft products in Austria, operating from Luckau, Germany.
• Kayak Centrum Arend (Netherlands/Belgium)minorChannel Partner/ Reseller/ DistributorDistributor for Old Town kayaks in Netherlands and Belgium, located in Wormer.
• Atlantic Kayak (France)minorChannel Partner/ Reseller/ DistributorDistributor for Old Town watercraft products in France, operating from Port Saint Pere.
• PEARL TRADING CO LTD (Japan)minorChannel Partner/ Reseller/ DistributorDistributor for Old Town watercraft products in Japan, operating from San Jo.
• Waves Tech Co Ltd (Korea)minorChannel Partner/ Reseller/ DistributorDistributor for Old Town watercraft products in Korea, operating from Seoul.
• Zaragoza Marine (Mexico)minorChannel Partner/ Reseller/ DistributorDistributor for Old Town watercraft products in Mexico, operating from Puerto Vallarta.
• Outdoor Sports New ZealandminorChannel Partner/ Reseller/ DistributorDistributor for Old Town watercraft products in New Zealand, operating from Auckland.
• UK Canoe DistributorsminorChannel Partner/ Reseller/ DistributorMultiple distributors across UK including Bournemouth Canoes, Brighton Canoes, Cornwall Canoes, Kayaks & Paddles (Manchester and Plymouth), Norfolk Canoes, Southampton Canoes.
• Minn KotacoreTechnology or IntegrationMinn 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

Direct 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

• YouTubeyoutube.com/user/oldtowncanoeandkayak
• Facebookfacebook.com/cannondownriggers
• LinkedInlinkedin.com/company/johnson-outdoors
• Instagraminstagram.com/johnsonoutdoors
• Xx.com/cannonfishing

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries17 records

Funding overview

Funding rounds

Investors

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

M&A8 records

Investments

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

Frequently asked questions about Johnson Outdoors