In a move that connects two of the most iconic names on the water, Bass Pro Shops and White River Marine Group have officially acquired Hobie, the legendary Southern California-based watersports brand. And in a major win for American manufacturing, Hobie’s production is coming home—from Mexico to Lebanon, Missouri, just a short drive from Bass Pro’s Springfield HQ.
The move not only preserves Hobie’s legacy but plants it firmly in the heart of the American outdoors.
Two Trailblazing Legacies, One Future
This deal brings together over a century of innovation between Johnny Morris, founder of Bass Pro Shops and White River Marine Group, and the late Hobie Alter, a pioneer in surf and kayak design. Each man built his brand from the ground up, fueled by a passion for making time on the water accessible, innovative, and unforgettable.
Johnny Morris started Bass Pro Shops in 1972, selling fishing tackle from an 8-foot section of his dad’s liquor store. Hobie Alter began crafting surfboards in his parents’ garage in 1950, later revolutionizing watercraft with pedal-drive kayaks and lightweight catamarans. Now, their legacies meet under one roof, forming a global powerhouse in boating and paddle sports.
Back to the Heartland
Bass Pro says the return of Hobie’s manufacturing to the Missouri Ozarks isn’t just “symbolic,” it’s strategic. The area has a deep-rooted history in outdoor recreation and a skilled labor force known for high-quality craftsmanship.
Lebanon, Missouri, will become the new home of Hobie production, a move welcomed by state officials and outdoor enthusiasts alike.
“This investment is strengthening the community of Lebanon while contributing to Missouri’s reputation as a prime destination for both business and outdoor adventure,” said Missouri Governor Mike Kehoe.
Global Reach, Local Roots
Hobie joins a stacked lineup of brands under White River Marine Group, which includes Tracker, Ranger, Nitro, Triton, Mako, and Ascend, among others. With distribution in 70-plus countries, the acquisition expands Hobie’s footprint even further, while ensuring its products remain made in the USA.
More than just boats and kayaks, this move reinforces White River’s commitment to dealers, conservation, and the future of outdoor recreation.
“Uniting with Hobie is a proud day in our company’s history,” said Johnny Morris, who also emphasized support for Hobie’s dealer network and global reach.
Powerful Partnership
White River Marine Group has built its reputation on dealer relationships and robust customer service. With the marketing power of Bass Pro Shops behind it, Hobie dealers are now plugged into one of the most powerful networks in the outdoor industry.
“We are deeply committed to Hobie and supporting its dealer network as we embark on a very bright future together,” said Bryan Niketh, President of Manufacturing at White River Marine Group.
A Shared Conservation Mission
The move also strengthens Johnny Morris’s longstanding commitment to conservation. For over a decade, Bass Pro Shops has donated more than 10 percent of earnings toward conservation efforts—something Morris says will remain a cornerstone of the company’s mission moving forward.
Bass Pro says this is more than a business acquisition—it’s a homecoming, a handshake between legends, and a promise to paddlers and anglers that the best is still to come.
