Bass Pro Shops CEO Focuses on Affordability Amid Inflation

In response to the persistent inflation affecting the economy, Johnny Morris, the founder and CEO of Bass Pro Shops, has reaffirmed the brand’s commitment to affordability.

Morris, who started Bass Pro Shops in 1972, highlighted that despite the challenges posed by inflation, the brand is dedicated to helping consumers through value as boating and fishing seasons approach. Bass Pro Shops, known for its affordability, offers payment plans as low as $5 and $10 per day to make owning a boat accessible to a broader audience.

Reflecting on the brand’s origins, Morris shared how his father’s emphasis on delivering value shaped his business philosophy. A framed advertisement of the original Bass Tracker boat, priced at $2,995, hangs in Morris’s office as a testament to the brand’s longstanding commitment to affordability. He emphasized that most of their boats are built in the Ozarks and sold directly to customers, ensuring competitive pricing and quality.

Despite ending its inflation buster savings program in late 2023, Bass Pro Shops continues to seek ways to help customers cope with high inflation. The brand’s consumer-driven approach, rooted in Morris’s early experiences and his father’s advice, remains central to its operations.

In addition to its retail endeavors, Bass Pro Shops is expanding its footprint in the entertainment sector. On Saturday, Morris unveiled the Thunder Ridge Nature Arena, a new outdoor amphitheater situated on 1,200 acres near Table Rock Lake, outside of Branson, Missouri. The grand opening event, featuring country music star Morgan Wallen, drew thousands of attendees. The venue, which will host performances by Chris Stapleton, Luke Bryan, and the Rolling Stones, among others, showcases Morris’s dedication to celebrating the natural beauty of the Ozarks.

Thunder Ridge, designed in collaboration with Live Nation and ASM Global, promises to offer visitors an exceptional experience amidst the scenic Ozark landscape. Morris envisions the amphitheater as a place where people can expect great value and genuine, friendly service, reflecting the ethos of the Ozarks region.

As a vocal advocate for conservation, Morris designed the amphitheater to honor the region’s rich history and natural beauty. This new venture not only underscores Bass Pro Shops’ commitment to affordability but also its dedication to preserving and celebrating the natural environment that has been integral to the brand’s identity.