John 'Johnny' L. Morris is an American businessman, the self-made billionaire Founder and Lead Outfitter of Bass Pro Shops, a massive outdoor retail and travel destination pioneer. Born in Willard, Missouri, in 1948, his values were shaped by his parents (his father was a successful merchant and WWII veteran), who loved to hunt and fish in the Ozarks.

Morris's career is defined by a deep passion for the outdoors, conservation, and experiential retail. At age 21, he spent five years on the professional bass fishing circuit. Recognizing the growing interest in the sport, he started Bass Pro Shops in 1972 with 8 square feet of space in the back of his father's liquor store in Springfield, Missouri.

• Bass Pro Shops (Founder & Lead Outfitter): The core private asset, a global leader in outdoor retail, gear, and travel destinations (nearly 200 retail stores and marine centers in North America).
• Conservation Apex: He is one of the country's leaders in conservation efforts, partnering with groups like Ducks Unlimited and the National Wild Turkey Federation.
• Destination Retail Pioneer: He pioneered the concept of wilderness-themed destination retail stores (The Pyramid in Memphis).
• Manufacturing: He founded White River Marine Group in 1978, revolutionizing the marine industry with the world's first fish ready boat package.

Johnny Morris's strategic genius was his commitment to omni-channel retail and experiential shopping. The Bass Pro Shops brand operated from the back of his father's liquor store for 13 years before massive expansion. In 1978, he revolutionized the marine industry with the Bass Tracker, the world's first nationally marketed, professionally rigged boat, motor, and trailer package.

His structural contribution is tied to the creation of destination retail—massive stores that include water features, cypress swamps, and heritage centers (e.g., the Memphis Pyramid). His biggest acquisition was the rival chain Cabela's in 2017. His wealth is secured by the colossal, long-term, stable profitability of the outdoor retail, marine, and travel destination sector.

Johnny Morris is a dedicated conservationist. His structural social impact is tied to Bass Pro Shops' role as a massive employer and partnering with leading conservation organizations (Ducks Unlimited, National Wild Turkey Federation) to restore millions of acres of wildlife habitat across North America. His creation of The WOLF School (The Wonders of the Ozarks Learning Facility) provides a national model for outdoors education.

His career is a powerful narrative of an outdoorsman who leveraged his passion for hunting and fishing to create a multi-billion dollar enterprise and become a structural figure in wildlife conservation.

John Morris maintains the pragmatic, relaxed style of an outdoorsman and retailer. His attire often features Bass Pro Shops apparel or simple casual wear. His aesthetic reflects his deep connection to nature and conservation, contrasting with his immense wealth.

Residing in the Ozarks, Missouri, his luxury is the immense security and financial reward derived from his multi-billion dollar fortune. His life is dedicated to retail innovation, conservationism, and the outdoors industry.