47.91
+1.33%
Close of 9 Nov 2026, in USD
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About Johnson Outdoors
From its filings with the US Securities and Exchange Commission
Johnson Outdoors is based in Racine, Wisconsin and is incorporated in Wisconsin. Its shares trade on Nasdaq under the ticker JOUT. The SEC classifies its business as sporting & athletic goods, nec. In the fiscal year to 3 October 2025, it reported revenue of $592.4m and a net loss of $34.3m. At that date it held total assets of $604.1m and shareholders' equity of $418.4m. By business, Fishing brought in 77.3% of revenue, followed by Diving at 12.7% and Camping & Watercraft at 9.8%. By region, United States: accounted for 87.2%, followed by Europe: at 5.9% and Canada: at 4.8%.
Johnson Outdoors is a leading global manufacturer and marketer of branded seasonal, outdoor recreation products used primarily for fishing from a boat, diving, paddling, hiking and camping. The Company’s portfolio of well-known consumer brands has attained leading market positions due to innovation, marketing excellence, product performance and quality. Company values and culture support innovation in all areas, promoting and leveraging best practices and synergies within and across its subsidiaries to advance the Company’s strategic vision set by executive management and approved by the Board of Directors. The Company is controlled by Helen P. Johnson-Leipold (Chairman and Chief Executive Officer), members of her family and related entities.
The Company’s Fishing segment key brands are: Minn Kota electric motors for quiet trolling or primary propulsion, marine battery chargers and shallow water anchors; Humminbird sonar and GPS equipment for fish finding, navigation and marine cartography; and Cannon downriggers for controlled-depth fishing.
Minn Kota trolling motors and shallow water anchors and Cannon downriggers are designed and manufactured primarily at the Company's Mankato, Minnesota facility. Humminbird sonar and GPS equipment are designed and manufactured primarily in Eufaula, Alabama and Alpharetta, Georgia.
Quoted from its 10-K, filed 12 Dec 2025. Read the filing on SEC.gov ↗
Company facts
- Sector
- Consumer Discretionary
- Industry
- Leisure Products
- Listed since
- 9 Oct 1987
- Employees
- 1,300
- Website
- johnsonoutdoors.com ↗
- Head office
- 555 MAIN STREET, RACINE, WI, 53403-1015
- Incorporated in
- WI
- Classification
- Sporting & Athletic Goods, NEC
- Filer status
- Accelerated filer<br>Smaller reporting company
Leadership
Pay as last reported
- Ms. Helen Johnson-LeipoldChairman of the Board, Chief Executive Officer, since 1994$2.8m
- Mr. David JohnsonChief Financial Officer, Vice President$1.3m
- Mr. John FaheyLead Independent Director$237,492
- Mr. Paul AlexanderIndependent Director$174,992
- Ms. Katherine BellIndependent Director$189,992
- Mr. Edward LangIndependent Director$199,992
- Mr. Richard SheahanIndependent Director$187,492
- Mr. Edward StevensIndependent Director$184,992
- Mr. Jeffrey StutzIndependent Director$179,992
- Ms. Liliann ZipfelIndependent Director$177,492
Environmental, social and governance
Scores out of 100, from our data supplier
- Overall
- 49
- Environment
- 41
- Social
- 41
- Governance
- 64
- Carbon reduction policy
- No
- Human rights policy
- Yes
SWOT analysis
AI-generated by our data supplier. Not written or checked by our editors.
Strengths
- Johnson Outdoors Inc has a strong portfolio of outdoor recreational brands, including Minn Kota, Humminbird, and Old Town Canoes & Kayaks, providing a wide range of products to cater to various customer needs.
- The company has a long-standing reputation for quality and innovation, delivering reliable and technologically advanced products that resonate with outdoor enthusiasts.
- Johnson Outdoors Inc possesses a global presence, facilitating access to a diverse customer base and reducing dependence on any single market.
Weaknesses
- The seasonal nature of outdoor recreational activities can impact Johnson Outdoors Inc's sales and profitability, as demand fluctuates based on weather conditions and consumer preferences.
- Limited brand awareness, particularly outside of the United States, hinders the company's ability to expand its market share and compete with larger competitors in international markets.
- Heavy reliance on a few key distributors may expose Johnson Outdoors Inc to supply chain risks and limit its flexibility in negotiating favorable terms.
Opportunities
- Growing interest in outdoor activities and adventure tourism presents an opportunity for Johnson Outdoors Inc to tap into new customer segments and expand its market reach.
- Advancements in technology, such as the integration of smart features in outdoor gear, offer the company a chance to capitalize on the trend and differentiate its products in the market.
- Expanding into emerging markets, particularly in Asia and Latin America, can help Johnson Outdoors Inc diversify its revenue streams and reduce dependence on mature markets.
Threats
- Intense competition within the outdoor recreation industry poses a threat to Johnson Outdoors Inc's market share and pricing power, as larger competitors may have greater resources and economies of scale.
- Fluctuations in raw material prices, particularly for plastics and metals used in manufacturing outdoor equipment, can impact the company's profitability and supply chain stability.
- Economic downturns and changing consumer spending patterns may result in reduced demand for outdoor recreational products, impacting Johnson Outdoors Inc's sales and financial performance.
Sources and methodology
- Data on this tab
- Our data supplier
- Chart on the Overview
- TradingView
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