Johnny Morris, founder and CEO of Bass Pro Shops, got his start in 1972 by selling fishing tackle out of eight square feet of space in the back of his father’s Brown Derby liquor store. Since then, he has earned a reputation as one of the most visionary and influential retailers of the last 50 years. Morris grew up hunting and fishing in the Ozark Mountains of Missouri with his mom and dad and at age 21, fell in love with the emerging sport of bass fishing. After spending five years on the professional tournament circuit and meeting anglers from all over the country, he recognized a need for an outdoor retailer that catered to the booming world of freshwater angling and Bass Pro Shops was born. In 1974, the company’s first mail-order catalog was published in response to growing demand from anglers across the country who wanted access to the broad selection and competitive prices that could only be found inside the Springfield, Missouri liquor and bait shop. Soon thereafter, Bass Pro Shops became a household name and today 200 retail locations offer destination experiences that draw millions of visitors annually. A conservationist at heart, his work to conserve wildlife and habitat for future generations has resulted in numerous prestigious awards including the Teddy Roosevelt Conservation Award in 1990, the Audubon Medal in 2019, and induction into the IGFA Fishing Hall of Fame in 2005.