05/11/2026
👀 WOW
This is Johnny. He sells fishing gear. And he makes $750M a month.
Here’s what happened.
1/ Early days
Rewind to 1971. Johnny’s working at his dad’s liquor store in Missouri. Selling beer, snacks, and fishing rods.
And he notices something weird.
There are lots of guys in town who love fishing. They come into the store all the time. But they aren’t buying the rods.
Because these rods suck. They’re cheap, flimsy, and built to break.
Fishermen take pride in their gear. And they don’t want a crummy rod sitting beside a case of Budweiser.
That gives Johnny a big idea.
2/ Selling rods
Johnny sets up a space in the back of the store and starts bringing in real gear.
Then he drafts up a catalog with everything a fisherman could need. He calls it Bass Pro Shops.
He mails out a bunch. And the fishermen love it.
Orders start rolling in from all over the country. Pretty soon, the little catalog is blowing up.
By 1980, Bass Pro Shops is doing $8 million a year.
But there’s a problem. Johnny’s customers want to touch and feel this stuff. These pages just won’t do.
Time to go bigger.
3/ Opening the store
Fast forward to 1981. Johnny opens his first store. Packed wall-to-wall with serious fishing gear.
It’s a hit. So Johnny keeps going. He adds boats. Then hunting gear. Then camping equipment. And then things get nuts.
+ Bass Pro Shops gets a massive aquarium. With 300,000 gallons of water.
+ Next comes the fireplace. It’s 40 feet tall.
+ Then full size grizzly bears, wolves, mountain lions. Because why not.
He spends 14 years perfecting the concept. Hitting $150M in annual sales before opening store number 2.
And he just keeps on going.
Today, Bass Pro Shops has 200 stores pulling in $10B a year. And Johnny owns them all.
4/ My take
Bass Pro Shops is about one thing: Understanding your customer. Obsessing over who they are and what they want.
Then making every decision based on that.
Johnny sells to people who love the outdoors. And no one else.
You see it in the insane attractions, the wacky stores, the huge selection. This whole vibe is for a single person.
It keeps them coming back, staying longer, and buying more.
That's how a guy in Missouri makes $750M a month selling fishing gear.