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 best practices and synergies across its subsidiaries to advance the strategic vision set by executive management and approved by the Board of Directors. Johnson Outdoors is controlled by Helen P. Johnson Leipold, who serves as Chairman and Chief Executive Officer, together with members of her family and related entities.

The company generates revenue through the sale of its fishing, camping and watercraft, and diving products. Fishing revenue comes from Minn Kota electric trolling motors and shallow water anchors, marine battery chargers, Humminbird sonar and GPS equipment, and Cannon downriggers. Camping and watercraft revenue is derived from Jetboil portable cooking systems, Old Town canoes and kayaks, and Carlisle branded paddles. Diving revenue stems from the SCUBAPRO line of regulators, buoyancy compensators, dive computers, gauges, wetsuits, masks, fins, snorkels and accessories. These products are distributed through outdoor specialty retailers, big box store chains, distributors serving independent marine and sporting goods dealers, original equipment manufacturers of boat brands, and directly to consumers via the company’s brand websites. A majority of fishing sales originate in North America, while international markets are reached through independent distributors; Jetboil is sold primarily in the United States and Canada; and SCUBAPRO reaches global dive markets through select distribution to specialty dive stores.

The company operates through the following segments: Fishing, Camping & Watercraft Recreation, and Diving.

• Fishing: This segment includes Minn Kota electric motors for 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 are designed and manufactured primarily at the facility in Mankato, Minnesota; Cannon downriggers are also produced mainly at that site. Humminbird sonar and GPS equipment are designed and manufactured primarily in Eufaula, Alabama and Alpharetta, Georgia. Fishing brands are sold across the globe, with the majority of sales coming from North America through large outdoor specialty retailers such as Bass Pro Shops and Scheels, large retail store chains, distributors that service independent marine, sporting goods and internet dealers, and original equipment manufacturers of boat brands including Tracker, Skeeter and Ranger. The company also sells directly to consumers via the Minn Kota, Humminbird and Cannon websites. Marketing of the fishing brands emphasizes innovation leadership, reliable technology and product quality through various media channels.

• Camping & Watercraft Recreation: This segment comprises Jetboil portable outdoor cooking systems, Old Town canoes and kayaks, and Carlisle branded paddles. Jetboil products are sold in the United States and Canada primarily to camping and backpacking specialty stores, sporting goods stores, internet retailers, and directly to consumers via the Jetboil website; markets outside North America are accessed through a network of independent international distributors. Marketing of Jetboil focuses on building brand awareness and leadership in product features and innovation through digital and social media. Jetboil is designed at the company’s operating locations in Old Town, Maine and manufactured by third party sources in Asia. Old Town canoes, kayaks and advanced personal watercraft equipment are designed and marketed under the Old Town brand for family recreation, touring and angling; they are manufactured at the facility in Old Town, Maine. Accessory brands, including Carlisle paddles, are produced primarily by third party sources located in North America and Asia. Personal flotation devices are manufactured by third party sources in Asia and sold under the Old Town brand. The company’s kayaks, canoes and accessories are sold through multiple channels primarily in the United States and Canada with an emphasis on independent specialty dealers and outdoor specialty chain retailers; the company also sells products directly to consumers via the Old Town website and internet retailer sites. Marketing of the Old Town and Carlisle brands centers on building brand awareness and leadership in product features and innovation through digital and social media.

• Diving: This segment markets underwater diving and snorkeling equipment under the SCUBAPRO brand, offering a complete line that includes regulators, buoyancy compensators, dive computers and gauges, wetsuits, masks, fins, snorkels and accessories. The company manufactures and assembles buoyancy compensators, regulators, dive computers, gauges and instruments at its Italian, Indonesian and South African facilities, and for certain makes or models relies on third party manufacturers. Design and development of diving and snorkeling soft goods, proprietary materials and other components are performed by third party contract manufacturers. SCUBAPRO is marketed to the premium recreational segment and the high performance technical diving market. Products are sold via select distribution to independent specialty dive stores worldwide. The company also sells diving gear directly to consumers via the SCUBAPRO website, through internet retailers, and to dive training centers, resorts and public safety units. Marketing of SCUBAPRO employs websites, social media, in store information and displays in dive specialty stores, and advertising in diving magazines.

Johnson Outdoors holds strong market positions in its core categories, competing favorably on the basis of product innovation, performance, quality and marketing support. In the fishing segment, Minn Kota faces competition from Lowrance, Garmin and Power Pole in electric trolling motors and from Power Pole in shallow water anchors; Humminbird competes mainly with Garmin and Lowrance in marine electronics; and Cannon contests with Big Jon Sports, Walker and Scotty in the downrigger market. In camping and watercraft recreation, Jetboil’s primary rival is MSR, while Old Town competes with Hobie, Pelican International Inc., Wenonah Canoe, Jackson Kayak and Legacy Paddlesports in canoes and kayaks. In the diving segment, the company’s SCUBAPRO brand contends with Aqua Lung, Suunto, Atomic Aquatics, Oceanic, Cressi and Mares, with competitive advantage derived from innovation, reliability and safety in life support equipment and from brand reputation in soft goods.

The company's customer base includes major outdoor specialty retailers such as Bass Pro Shops and Scheels, large retail store chains, distributors serving independent marine and sporting goods dealers, original equipment manufacturers of boat brands including Tracker, Skeeter and Ranger, and consumers who purchase directly through the company’s websites. In the camping and watercraft recreation segment, buyers consist of camping and backpacking specialty stores, sporting goods stores, internet retailers and direct to consumer channels. The diving segment sells primarily to independent specialty dive stores worldwide, as well as to dive training centers, resorts and public safety units, with additional sales made directly to consumers via the SCUBAPRO website.