Johnson Outdoors Inc
johnsonoutdoors.comWhat Do They Do?
Sells trolling motors, sonar and GPS equipment, and related fishing gear to anglers and boat makers. Also sells camping and paddling products and recreational diving equipment to campers, paddlers and divers.
10-K for FY2025, filed Dec 12, 2025The Company’s Fishing segment key brands are: Minn Kota electric motors for quiet trolling or primary propulsion, marine battery chargers…View ↗
Fishing brands and related accessories are sold across the globe, with the majority of sales coming from North America through large…View ↗
The Company’s Camping & Watercraft segment key brands are: Jetboil portable outdoor cooking systems, Old Town canoes and kayaks, and…View ↗
The Company designs and markets canoes, kayaks and advanced personal watercraft equipment and products under the Old Town brand name for…View ↗
The Company manufactures and markets underwater diving products for recreational divers, which it sells and distributes under the SCUBAPRO…View ↗
SCUBAPRO diving equipment is marketed to the premium recreational segment and high-performance technical diving market. Products are sold…View ↗
How Do They Make Money?
Customers order specific products and generally pay on short-term credit; point-of-sale purchases are paid on delivery.
10-K for FY2025, filed Dec 12, 2025
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10-K for FY2025, filed Dec 12, 2025
FY2025 revenue by reportable segment ↗
$592.4M
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10-K for FY2025, filed Dec 12, 2025
$592.4M ↗
| Segment | Share | Revenue | How money arrives |
|---|---|---|---|
|
Fishing
Sold outright
10-K for FY2025, filed Dec 12, 2025 |
78%
FY2022: 71%
|
Fishing, FY2025
$459.2M Sources
|
Sold outright |
|
Camping & Watercraft
Sold outright
10-K for FY2025, filed Dec 12, 2025 |
9.8% |
Camping & Watercraft, FY2025
$58.1M Sources
|
Sold outright |
|
Diving Segment
Sold outright
10-K for FY2025, filed Dec 12, 2025 |
13%
FY2022: 11%
|
Diving Segment, FY2025
$75.5M Sources
|
Sold outright |
Who Are Their Customers?
Fishing buyers include outdoor and retail chains, distributors serving independent dealers, boat makers and direct consumers. Camping and paddling goods are sold through specialty stores, retailers and dealers, with direct website sales; diving products go through specialty dive stores and also to training centers, resorts, public safety units and direct buyers.
10-K for FY2025, filed Dec 12, 2025Fishing brands and related accessories are sold across the globe, with the majority of sales coming from North America through large…View ↗
Jetboil portable outdoor cooking systems, single burner and two burner stoves, and accessories are sold in the U.S. and Canada, primarily…View ↗
The Company’s kayaks, canoes and accessories are sold through multiple channels primarily in the U.S. and Canada with an emphasis on…View ↗
SCUBAPRO diving equipment is marketed to the premium recreational segment and high-performance technical diving market. Products are sold…View ↗
Do Revenues Turn Into Profits?
Not on paper. It lost $34.3M in FY2025, but brought in more cash than it spent: $40.2M of free cash flow.
10-K for FY2025, filed Dec 12, 2025
−$16.2MView ↗
10-K for FY2025, filed Dec 12, 2025
−$34.3MView ↗
10-K for FY2025, filed Dec 12, 2025
$40.2MView ↗
How Are They Changing?
10-Q for Q3 FY2026, filed Aug 7, 2026
Open tableView ↗
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Jun 22, 2026
Appointed Asad Rahman as chief financial officer
David W. Johnson will step down from the role and assist with the transition through fiscal year-end.
Sources
8-K, filed Jun 22, 2026
On June 22, 2026, Johnson Outdoors Inc. (the “Company”) announced that it has appointed Asad Rahman as Vice President and Chief Financial…View ↗
Shrinking. Revenue fell 21% in 4 years, from $751.7M in FY2021 to $592.4M in FY2025, about 6% a year.
Eureka! brand exit
The earlier report describes Eureka! consumer, commercial and military tents and camping products; the latest says the company exited the brand and finished its remaining inventory sales.
10-K for FY2022, filed Dec 9, 2022 10-K for FY2025, filed Dec 12, 2025The Company’s Camping segment key brands are: Eureka! consumer, commercial and military tents and accessories, camping furniture and stoves…View ↗
Eureka! consumer tents, camping stoves, and other recreational camping products are mid to high-price range products sold in the U.S. and…View ↗
Eureka! commercial tents include party tents and accessories, sold primarily to general rental stores, and other commercial tents and…View ↗
Eureka! also designs and manufactures large, heavy-duty tents and lightweight backpacking tents primarily for the U.S. military at its…View ↗
Camping & Watercraft Recreation net sales decreased $8,564, or 13%, in 2025 from 2024. As previously announced, the Company exited the…View ↗
Broader Old Town product line
The latest report describes Old Town canoes and kayaks alongside advanced personal watercraft equipment; the older report describes canoes and kayaks under Ocean Kayak and Old Town.
10-K for FY2022, filed Dec 9, 2022 10-K for FY2025, filed Dec 12, 2025The Company’s Watercraft Recreation segment designs and markets canoes and kayaks under the Ocean Kayaks and Old Town brand names for…View ↗
The Company designs and markets canoes, kayaks and advanced personal watercraft equipment and products under the Old Town brand name for…View ↗
Who Do They Compete With?
Competes with Lowrance, Garmin, Power-Pole, Big Jon Sports, Walker, Scotty, MSR, Hobie, Pelican International, Wenonah Canoe, Jackson Kayak, Legacy Paddlesports, Aqua Lung, Suunto, Atomic Aquatics, Oceanic, Cressi, and Mares
10-K for FY2025, filed Dec 12, 2025Fishing: Minn Kota’s primary competitors in the electric trolling motors business are Lowrance, owned by Brunswick Corporation, Garmin and…View ↗
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