Johnny Morris Net Worth: From Fishing Gear to Forbes Billionaire

June 11, 2024

Johnny Morris, the founder of Bass Pro Shops, is a prominent figure in the retail industry, having significantly increased his wealth over the years. Born in 1948 in Springfield, Missouri, Morris started his business journey by selling fishing equipment in the back of his father's liquor store in 1972. He graduated from Drury University and has since expanded his enterprise into one of the largest outdoor sporting retail chains in the United States and Canada.

Expansion and Acquisitions

Morris has grown Bass Pro Shops into a mammoth retailer with more than 170 stores and marine dealerships across the United States, generating over $6.5 billion in annual revenue. In addition to Bass Pro Shops, he founded the White River Marine Group and opened the Wonders of Wildlife Museum & Aquarium in Springfield in 2017.

"Johnny Morris' Top of the Rock Ozarks Heritage Preserve" by Branson Missouri is licensed under CC BY-ND 2.0. To view a copy of this license, visit

Bass Pro Shops and Cabela’s Merger

In a significant move to expand his retail empire, Bass Pro acquired its rival, Cabela’s, for $4 billion in September 2017. This acquisition cemented Bass Pro Shops' position as a leader in the market. Despite the complexities involved, the merger has contributed positively to the company's bottom line and customer base.

Other Business Ventures

Besides his core retail business, Morris has interests in other ventures. He founded the Top of the Rock golf course in Branson, Missouri, which features a large collection of Native American artifacts. Moreover, Morris also runs Big Cedar Lodge, an outdoor resort located in the Ozarks near Branson.

"Johnny Morris' Top of the Rock Ozarks Heritage Preserve" by Branson Missouri is licensed under CC BY-ND 2.0. To view a copy of this license, visit

Financial Milestones and Rankings

Morris' wealth has seen significant growth, making him one of the wealthiest individuals in America. In the 2023 Forbes 400 list of the richest people in America, Morris' net worth was estimated at $8 billion, up from $7.8 billion the previous year. Despite this increase, he fell in the national and state rankings, coming in at 114th on the national list and becoming the second wealthiest Missourian.

Wealth Fluctuations

The billionaire saw a noticeable dip in his fortune during the COVID-19 pandemic, ranking at No. 705 on the Forbes list in 2020 with a net worth of $3.2 billion. However, Morris bounced back quickly, moving up the ranks thanks to the robust performance of his businesses.

Conservation Efforts and Recognitions

Apart from his business acumen, Johnny Morris is known for his conservation efforts. He and his family received the Audubon Medal for their dedication to wildlife conservation. Furthermore, he was honored with the Old Tom Morris Award by the Golf Course Superintendents Association of America for his contributions to golf and conservation.

Political Contributions and Personal Life

In addition to his business and conservation activities, Morris has made notable political contributions, including a $200,000 donation to Donald Trump's 2020 presidential campaign. He lives in Springfield, Missouri, is married, and has four children.

Event Details Year
Founded Bass Pro Shops Started selling fishing equipment in the back of his father's liquor store 1972
Expanded to 170+ stores Grew Bass Pro Shops into a major retailer across the US and Canada 2023
Founded White River Marine Group Expanded the business into marine dealerships Year Not Provided
Opened Wonders of Wildlife Museum & Aquarium Opened a major museum and aquarium in Springfield 2017
Bass Pro Shops & Cabela’s Merger Acquired rival Cabela’s for $4 billion 2017
Founded Top of the Rock Golf Course Opened a golf course featuring a collection of Native American artifacts Year Not Provided
Founded Big Cedar Lodge Established an outdoor resort in the Ozarks Year Not Provided
Net Worth on Forbes 400 List Estimated net worth of $8 billion 2023
COVID-19 Financial Impact Net worth dipped to $3.2 billion, ranking at No. 705 2020
Audubon Medal Received for wildlife conservation efforts Year Not Provided
Old Tom Morris Award Given by the Golf Course Superintendents Association of America Year Not Provided
Political Contributions Donated $200,000 to Donald Trump's 2020 campaign 2020
JJ Sterling
As the co-founder of Urban Splatter and an architecture graduate from Chicago, I thrive on crafting a digital nexus where architectural innovation intersects with boundless digital opportunity. My academic roots in the Windy City's rich architectural tapestry inspire a unique vision for Urban Splatter's journey into the ever-evolving digital frontier of design. Join us as we navigate the exciting confluence of structure, style, and technology.

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