Bass Pro Shops, through its White River Marine Group subsidiary, has acquired iconic water sports manufacturer Hobie, and is bringing the 75-year-old brand’s production back to the U.S. after years of manufacturing in Mexico.
“Uniting with Hobie is a very proud day in our company’s history,” said Johnny Morris, Bass Pro founder and lead outfitter, and Bryan Niketh, president of manufacturing at White River Marine Group., in a statement. “We extend Hobie Dealers a warm welcome to our White River Family. We are deeply committed to Hobie and supporting its dealer network as we embark on a very bright future together!”
Hobie’s production will shift from Mexico to Lebanon, Missouri, near Bass Pro Shops’ Springfield headquarters in the Ozarks, according to a news release. All White River Marine Group boats are made in the U.S.A.
“We’re proud to see Bass Pro Shops and White River Marine Group deepening their commitment to Missouri through this expansion,” said Governor Mike Kehoe. “This investment is strengthening the community of Lebanon while contributing to Missouri’s reputation as a prime destination for both business and outdoor adventure.”
Entrepreneurial Watercraft Legacies
Johnny Morris created Bass Pro Shops in a corner of his father’s liquor store in Springfield, Missouri, in 1972. Six years later, he launched the Bass Tracker — the first complete boat, motor, and trailer package sold for an affordable price of $2,995. The Tracker became the world’s best-selling fishing boat for 47 consecutive years, said the release
Hobie Alter started crafting surfboards in his parents’ California garage in 1950, building what would become a 75-year water sports legacy. Alter’s relentless focus on quality and innovation earned him more than 20 patents, from pioneering pedal-driven kayaks to revolutionary surfboard designs that shaped Southern California’s surf culture.
“Both companies were founded by visionary entrepreneurs who started with simple dreams and transformed entire industries,” Morris said.
Global Reach
White River Marine Group and Hobie products are available in more than 70 countries worldwide, including established markets like Canada, Germany, and Japan, and emerging markets across Asia and Africa.
The acquisition strengthens Hobie’s dealer network with Bass Pro Shops’ marketing resources and retail presence. With nearly 200 Bass Pro Shops and Cabela’s locations across North America, Hobie will increase its visibility and customer touchpoints.
Both brands also share a commitment to conservation. Johnny Morris, an Audubon Medal recipient, has donated more than 10% of Bass Pro Shops’ earnings to conservation efforts over the past decade.
