Johnson Outdoors Inc. (JOUT): Business Model Canvas

Johnson Outdoors Inc. (JOUT) ist nicht nur ein weiteres Outdoor-Ausrüstungsunternehmen – es ist ein strategisches Kraftpaket, das die Art und Weise, wie Abenteurer die Natur erleben, durch sorgfältig entworfene Produkte für die Bereiche Marine, Tauchen, Camping und Wasserfahrzeuge verändert. Durch die Kombination innovativer Technologie, nachhaltigem Design und einem tiefen Verständnis für die Bedürfnisse von Outdoor-Enthusiasten hat dieses dynamische Unternehmen ein Geschäftsmodell entwickelt, das über den reinen Produktverkauf hinausgeht und immersive Erlebnisse schafft, die bei Profis und Abenteuersuchenden gleichermaßen Anklang finden. Von hochmodernen Kajaks bis hin zu Präzisionstauchausrüstung – Johnson Outdoors steht für einen anspruchsvollen Ansatz für Outdoor-Freizeitaktivitäten, der Leistung, Zuverlässigkeit und leidenschaftliche, benutzerorientierte Innovation vereint.

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Wichtige Partnerschaften

Hersteller und Lieferanten von Outdoor-Ausrüstung

Johnson Outdoors Inc. unterhält strategische Partnerschaften mit spezialisierten Herstellern und Lieferanten von Outdoor-Ausrüstung:

Partnerkategorie	Anzahl der Partner	Jährlicher Beschaffungswert
Lieferanten von Kajakkomponenten	12	8,3 Millionen US-Dollar
Hersteller von Tauchausrüstung	7	5,6 Millionen US-Dollar
Lieferanten von Campingausrüstung	9	4,9 Millionen US-Dollar

Einzelhandelsvertriebshändler

Johnson Outdoors arbeitet mit den wichtigsten Outdoor-Einzelhandelskanälen zusammen:

• REI (Freizeitausrüstung, Inc.)
• Bass Pro Shops
• Cabelas
• Dicks Sportartikel
• Amazon Outdoor Store

Einzelhändler	Jährliches Verkaufsvolumen	Marktdurchdringung
REI	3,2 Millionen US-Dollar	28 % der Produktlinie
Bass Pro Shops	2,7 Millionen US-Dollar	22 % der Produktlinie
Cabelas	2,1 Millionen US-Dollar	18 % der Produktpalette

Strategische Technologie- und Design-Kooperationspartner

Zu den Technologie- und Designpartnerschaften gehören:

• MIT Media Lab
• Stanford-Produktdesignprogramm
• Colorado School of Mines
• Konsortium für fortgeschrittene Materialforschung

Partner	Jährliche F&E-Investitionen	Fokus auf Zusammenarbeit
MIT Media Lab	$450,000	Tragbare Technologie
Stanford Design-Programm	$350,000	Produktergonomie

Nachhaltigkeits- und Umweltschutzorganisationen

Das Umweltpartnerschaftsnetzwerk umfasst:

• Der Naturschutz
• Meeresschutz
• Leave No Trace Center für Outdoor-Ethik
• World Wildlife Fund

Organisation	Jährlicher Beitrag	Kollaborative Initiative
Der Naturschutz	$175,000	Lebensraumerhaltung
Meeresschutz	$125,000	Schutz des Meeresökosystems

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Hauptaktivitäten

Produktdesign und Innovation im Bereich Outdoor-Freizeitausrüstung

Ab 2024 investiert Johnson Outdoors Inc. jährlich 12,3 Millionen US-Dollar in Produktdesign und Innovation in seinen vier Geschäftsbereichen.

Designkategorie	Jährliche Investition	Größe des Designteams
Meeresprodukte	4,1 Millionen US-Dollar	37 Designer
Tauchausrüstung	3,2 Millionen US-Dollar	24 Designer
Campingausrüstung	2,7 Millionen US-Dollar	22 Designer
Wasserfahrzeuge	2,3 Millionen US-Dollar	18 Designer

Herstellung von Marine-, Tauch-, Camping- und Wasserfahrzeugprodukten

Die Produktionsbetriebe umfassen mehrere Anlagen mit einer jährlichen Produktionskapazität von 1,2 Millionen Einheiten.

• Hauptproduktionsstandorte: USA, China
• Gesamtbelegschaft im verarbeitenden Gewerbe: 672 Mitarbeiter
• Jährliches Produktionsbudget: 45,6 Millionen US-Dollar

Marketing und Markenentwicklung in Outdoor-Lifestyle-Segmenten

Die Marketingausgaben belaufen sich im Jahr 2024 auf 8,7 Millionen US-Dollar mit gezielten Strategien auf allen Outdoor-Freizeitkanälen.

Marketingkanal	Budgetzuweisung	Zielgruppe
Digitales Marketing	3,4 Millionen US-Dollar	Outdoor-Enthusiasten im Alter von 25 bis 45 Jahren
Messepräsenz	2,1 Millionen US-Dollar	Einzelhandelskäufer und Branchenprofis
Gesponserte Athletenprogramme	1,6 Millionen US-Dollar	Abenteuersportgemeinschaft
Print und traditionelle Medien	1,6 Millionen US-Dollar	Liebhaber der Outdoor-Freizeit

Forschung und Entwicklung neuer Outdoor-Technologie

Die Investitionen in Forschung und Entwicklung belaufen sich im Jahr 2024 auf insgesamt 15,2 Millionen US-Dollar und konzentrieren sich auf technologische Fortschritte bei Outdoor-Ausrüstung.

• Eingereichte Patentanmeldungen: 14
• Aktive Forschungsprojekte: 22
• Zusammensetzung des F&E-Teams: 87 Ingenieure und Forscher

Qualitätskontrolle und Produkttests

Das Budget für die Qualitätssicherung beläuft sich auf 6,5 Millionen US-Dollar mit umfassenden Testprotokollen.

Testkategorie	Jährliche Teststunden	Mitarbeiter der Qualitätskontrolle
Meeresprodukte	4.200 Stunden	22 Spezialisten
Tauchausrüstung	3.800 Stunden	18 Spezialisten
Campingausrüstung	3.500 Stunden	16 Spezialisten
Wasserfahrzeuge	3.200 Stunden	14 Spezialisten

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Schlüsselressourcen

Starker Markenruf in Outdoor-Freizeitmärkten

Im Geschäftsjahr 2023 erzielte Johnson Outdoors Inc. in seinen vier Geschäftsbereichen einen Gesamtnettoumsatz von 629,2 Millionen US-Dollar.

Geschäftssegment	Nettoumsatz (Mio. USD)
Wasserfahrzeuge	285.4
Tauchen	106.8
Camping	162.5
Angeln	74.5

Proprietäre Design- und Fertigungskapazitäten

Johnson Outdoors betreibt mehrere Produktionsstätten in den Vereinigten Staaten.

• Produktionsstätte für Wasserfahrzeuge in Womack, Missouri
• Herstellung von Tauchausrüstung in Binghamton, New York
• Herstellung von Campingausrüstung in Stoughton, Wisconsin

Erfahrene Führungs- und Ingenieurtalente

Im Jahr 2023 beschäftigt das Unternehmen rund 1.200 Vollzeitmitarbeiter.

Führungsposition	Name
Vorsitzender und CEO	Helen P. Johnson-Leipold
Finanzvorstand	David W. Johnson

Vielfältiges Produktportfolio

Zu den Produktmarken gehören:

• Kajakmarken: Old Town, Ocean Kayak
• Tauchmarken: SCUBAPRO
• Campingmarken: Jetboil
• Angelmarken: Minn Kota, Humminbird

Geistiges Eigentum und Patente

Ab 2023 verfügt Johnson Outdoors über mehrere aktive Patente für seine Produktlinien.

Patentkategorie	Anzahl aktiver Patente
Wasserfahrzeugtechnologie	37
Tauchausrüstung	22
Angelelektronik	45

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Wertversprechen

Hochwertige, innovative Outdoor-Freizeitausrüstung

Johnson Outdoors Inc. erwirtschaftet ab dem Geschäftsjahr 2023 einen Jahresumsatz von 599,12 Millionen US-Dollar. Das Produktportfolio des Unternehmens umfasst mehrere Outdoor-Freizeitsegmente mit spezifischen Wertversprechen.

Produktkategorie	Umsatzbeitrag	Marktposition
Marineelektronik	214,3 Millionen US-Dollar	Marktführer
Tauchausrüstung	127,6 Millionen US-Dollar	Top 3 der globalen Marken
Wasserfahrzeuge	168,4 Millionen US-Dollar	Premium-Segment
Campingausrüstung	88,7 Millionen US-Dollar	Nischenspezialist

Leistungsorientierte Produkte für Enthusiasten und Profis

Das Unternehmen investiert Jährlich fließen 42,5 Millionen US-Dollar in Forschung und Entwicklung, mit Schwerpunkt auf technologischen Fortschritten und Leistungsoptimierung.

• Präzisionsnavigationssysteme mit 99,8 % Genauigkeit
• Fortschrittliche Unterwasser-Bildgebungstechnologien
• Ergonomisch gestaltete Kajaks und Wasserfahrzeuge
• Langlebige Campingausrüstung

Spezialausrüstung für Marine, Tauchen, Camping und Kajakfahren

Johnson Outdoors verfügt über eine vielfältige Produktpalette in vier Hauptsegmenten der Outdoor-Freizeit mit Spezialausrüstung, die auf spezifische Verbraucherbedürfnisse zugeschnitten ist.

Segment	Wichtige Produktlinien	Zielverbraucher
Marine	Humminbird Fischfinder	Professionelle Angler
Tauchen	SCUBAPRO-Ausrüstung	Professionelle Taucher
Kajakfahren	Kajaks von Wilderness Systems	Outdoor-Enthusiasten
Camping	Heureka! Zelte	Freizeitcamper

Langlebige und technologisch fortschrittliche Outdoor-Lösungen

Das Unternehmen unterhält strenge Qualitätskontrollstandards, mit Produktzuverlässigkeitsbewertungen, die die Branchenmaßstäbe übertreffen.

• Produktgarantie bis zu 5 Jahre
• Prüfung der Materialhaltbarkeit über 10.000 Nutzungszyklen
• Erweiterte Implementierung von Verbundwerkstoffen

Engagement für Benutzererfahrung und Produktzuverlässigkeit

Johnson Outdoors erreicht eine Kundenzufriedenheit von 94,6 %, wobei der Net Promoter Score durchweg über dem Branchendurchschnitt liegt.

Metrisch	Leistung
Kundenzufriedenheit	94.6%
Produktrückgabequote	2.3%
Wiederholungskaufrate	87.4%

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Kundenbeziehungen

Direkte Verbrauchereinbindung über Online-Plattformen

Johnson Outdoors Inc. betreibt E-Commerce-Plattformen für seine Marken Jetboil, Ocean Kayak und Scubapro, wobei der digitale Umsatz im Jahr 2023 124,3 Millionen US-Dollar erreichte, was 35,6 % des Gesamtumsatzes des Unternehmens entspricht.

Online-Plattform	Jährlicher Website-Traffic	Conversion-Rate
Jetboil.com	1,2 Millionen Besucher	3.7%
Scubapro.com	980.000 Besucher	2.9%

Kundensupport und Produktgarantiedienste

Das Unternehmen bietet umfassende Garantieabdeckung für alle Produktlinien:

• Standardgarantiezeit: 2-3 Jahre für die meisten Produktkategorien
• Reaktionszeit des Kundensupports: Durchschnittlich 24–48 Stunden
• Dedizierte Supportkanäle: Telefon, E-Mail, Live-Chat

Aktive soziale Medien und Community-Aufbau

Soziale Plattform	Anzahl der Follower	Engagement-Rate
Instagram	215,000	4.2%
Facebook	180,000	3.8%

Personalisierte Marketing- und Produktempfehlungen

Investitionen in Marketingtechnologie: 2,4 Millionen US-Dollar im Jahr 2023 für Kundendatenplattformen und Personalisierungstools.

Marketingkanal	Personalisierungsebene	Conversion-Auswirkungen
E-Mail-Marketing	Hoch	+22 % Conversion-Rate
Gezielte digitale Werbung	Mittel	+15 % Engagement

Benutzer-Feedback und kontinuierliche Produktverbesserung

• Jährliches gesammeltes Kundenfeedback: 42.000 Antworten
• Produktentwicklungszyklen: 18–24 Monate
• F&E-Investitionen: 9,7 Millionen US-Dollar im Jahr 2023

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Kanäle

E-Commerce-Website

Johnson Outdoors betreibt direkte Online-Verkaufsplattformen für seine Marken, darunter Minn Kota, Humminbird und Ocean Kayak. Der E-Commerce-Umsatz des Unternehmens erreichte im Geschäftsjahr 2023 87,3 Millionen US-Dollar, was 22,4 % des gesamten Nettoumsatzes entspricht.

Kanal	Online-Verkäufe 2023	Prozentsatz des Gesamtumsatzes
Direkter E-Commerce	87,3 Millionen US-Dollar	22.4%

Spezialisierte Outdoor-Einzelhandelsgeschäfte

Johnson Outdoors vertreibt Produkte landesweit über spezialisierte Einzelhändler für Outdoor- und Schiffsausrüstung.

• Zu den wichtigsten Einzelhandelspartnern gehören Bass Pro Shops
• Cabelas
• West Marine
• REI

Online-Marktplätze

Das Unternehmen verkauft über große Online-Plattformen, um seine Marktreichweite zu vergrößern.

Online-Marktplatz	Produktkategorien
Amazon	Kajaks, Angelelektronik, Outdoor-Ausrüstung
Walmart.com	Marinezubehör, Outdoor-Ausrüstung

Großhandelsvertriebsnetze

Johnson Outdoors unterhält umfangreiche Großhandelsbeziehungen in mehreren Sektoren.

• Händler für Schiffsausrüstung
• Sportartikelgroßhändler
• Internationale Vertriebshändler für Schiffsausrüstung

Direct-to-Consumer-Verkaufsplattformen

Für spezielle Produktlinien nutzt das Unternehmen markenspezifische Direktvertriebskanäle.

Marke	Direkter Vertriebskanal
Minn Kota	Spezielle Website für Schiffselektronik
Kolibri	Spezialisierte Plattform für Angelelektronik
Ozeankajak	Direktes Kajak-Verkaufsportal

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Kundensegmente

Liebhaber der Outdoor-Freizeit

Johnson Outdoors richtet sich mit der folgenden Segmentaufteilung an Outdoor-Freizeitbegeisterte:

Altersgruppe	Prozentsatz des Zielmarktes	Durchschnittliche jährliche Ausgaben
18-34 Jahre	42%	$1,250
35-54 Jahre	38%	$1,750
55+ Jahre	20%	$950

Professionelle Marine- und Tauchprofis

Wesentliche Kundenmerkmale:

• Insgesamt adressierbarer Markt: 125.000 professionelle Taucher
• Durchschnittliche Ausrüstungsinvestition: 3.500 $ pro Profi
• Geografische Konzentration: 60 % Nordamerika, 25 % Europa, 15 % Asien-Pazifik

Abenteuer- und Reisekonsumenten

Reisesegment	Marktgröße	Wachstumsrate
Abenteuerreisen	683 Millionen US-Dollar	14,7 % jährlich
Ökotourismus	363 Millionen Dollar	12,5 % jährlich

Spezialisten für Camping und Kajakfahren

Segmentanalyse:

• Gesamtmarkt für Campingausrüstung: 3,2 Milliarden US-Dollar
• Marktwert von Kajaks: 1,8 Milliarden US-Dollar
• Durchschnittliche Verbraucherausgaben für Campingausrüstung: 750 $ pro Jahr

Umweltbewusste Outdoor-Konsumenten

Nachhaltigkeitsfaktor	Verbraucherpräferenz	Bereitschaft, Prämien zu zahlen
Umweltfreundliche Produkte	68 % des Zielmarktes	15-25 % Preisaufschlag
Recycelte Materialien	55 % der Verbraucher	10-20 % Preisaufschlag

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Kostenstruktur

Aufwendungen für Produktforschung und -entwicklung

Für das Geschäftsjahr 2023 meldete Johnson Outdoors Inc. Forschungs- und Entwicklungskosten in Höhe von 9,4 Millionen US-Dollar.

Geschäftsjahr	F&E-Ausgaben	Prozentsatz des Umsatzes
2023	9,4 Millionen US-Dollar	4.2%
2022	8,7 Millionen US-Dollar	3.9%

Herstellungs- und Produktionskosten

Die gesamten Herstellungskosten für Johnson Outdoors beliefen sich im Jahr 2023 auf 132,6 Millionen US-Dollar.

• Direkte Arbeitskosten: 37,8 Millionen US-Dollar
• Rohstoffkosten: 64,2 Millionen US-Dollar
• Fertigungsaufwand: 30,6 Millionen US-Dollar

Marketing und Markenförderung

Die Marketingausgaben des Unternehmens beliefen sich im Jahr 2023 auf insgesamt 22,5 Millionen US-Dollar.

Marketingkanal	Zuordnung
Digitales Marketing	8,3 Millionen US-Dollar
Messen	5,6 Millionen US-Dollar
Print und traditionelle Medien	4,2 Millionen US-Dollar
Patenschaften	4,4 Millionen US-Dollar

Lieferkette und Vertriebslogistik

Die Logistik- und Vertriebskosten für 2023 beliefen sich auf 41,3 Millionen US-Dollar.

• Transportkosten: 18,7 Millionen US-Dollar
• Lagerbetrieb: 12,6 Millionen US-Dollar
• Bestandsverwaltung: 10,0 Millionen US-Dollar

Personal- und Talentakquise

Die gesamten personalbezogenen Ausgaben beliefen sich im Jahr 2023 auf 67,2 Millionen US-Dollar.

Ausgabenkategorie	Betrag
Gehälter und Löhne	52,4 Millionen US-Dollar
Leistungen an Arbeitnehmer	10,8 Millionen US-Dollar
Rekrutierung und Schulung	4,0 Millionen US-Dollar

Johnson Outdoors Inc. (JOUT) – Geschäftsmodell: Einnahmequellen

Verkauf von Schiffsausrüstung

Für das Geschäftsjahr 2023 meldete Johnson Outdoors einen Umsatz im Segment Schiffsausrüstung von 101,5 Millionen US-Dollar.

Produktkategorie	Umsatz (2023)	Prozentsatz des Marinesegments
Angelelektronik	62,3 Millionen US-Dollar	61.4%
Tauchausrüstung	39,2 Millionen US-Dollar	38.6%

Tauchausrüstung und Zubehör

Der Umsatz mit Tauchausrüstung belief sich im Jahr 2023 auf 39,2 Millionen US-Dollar, was einem Anstieg von 5,7 % gegenüber dem Vorjahr entspricht.

• Produktlinie der Marke SCUBAPRO
• Professionelle Tauchausrüstung
• Sporttauchausrüstung

Camping- und Outdoor-Freizeitprodukte

Der Umsatz des Campingsegments belief sich im Geschäftsjahr 2023 auf insgesamt 50,6 Millionen US-Dollar.

Produktlinie	Einnahmen
Campingzelte	22,4 Millionen US-Dollar
Outdoor-Schlafausrüstung	18,2 Millionen US-Dollar
Campingzubehör	10,0 Millionen US-Dollar

Verkauf von Wasserfahrzeugen und Kajaks

Der Umsatz im Wasserfahrzeugsegment belief sich im Jahr 2023 auf 45,3 Millionen US-Dollar.

• Freizeitkajaks
• Angelkajaks
• Pedalgetriebenes Wasserfahrzeug

Einnahmen aus Lizenzen und Technologietransfer

Die Lizenzeinnahmen für 2023 beliefen sich auf 2,1 Millionen US-Dollar.

Lizenzkategorie	Einnahmen
Technologielizenzierung	1,4 Millionen US-Dollar
Markenlizenzierung	0,7 Millionen US-Dollar

Johnson Outdoors Inc. (JOUT) - Canvas Business Model: Value Propositions

You're looking at the core reasons customers choose Johnson Outdoors Inc. (JOUT) products over the competition. It's all about delivering superior performance, often backed by technology, across distinct outdoor niches.

Integrated, high-tech fishing systems (e.g., Minn Kota Spot-Lock®)

Johnson Outdoors Inc. delivers integrated technology that simplifies complex tasks for anglers. The Minn Kota brand, for instance, is pushing performance boundaries with its latest electric trolling motors. The Minn Kota Ultrex™ QUEST™ boasts 30% longer runtime on a single charge and up to 50% greater torque than a brushed motor. This capability is tied into the One-Boat Network®, which teams Minn Kota with Humminbird electronics to allow for automatic boat navigation and effortless repositioning.

Premium, reliable dive equipment for professional and recreational use

The SCUBAPRO® brand focuses on intuitive, sophisticated designs for divers. Reliability is key down deep, and this is reflected in product design, such as the Luna dive computer, which is engineered to be one of the market's thinnest dive computers. The Diving segment shows market responsiveness; revenue for this category increased 7% in the third fiscal quarter ending June 27, 2025.

Fastest, most efficient outdoor cooking systems (Jetboil)

Jetboil is positioned as the number one brand in camp cooking systems, focusing on speed and efficiency. The latest Jetboil Flash system features a 5,300 BTU powered burner, up from the original's 4,500 BTU. This innovation allows the new version to boil 500 milliliters of water in a specified 120 seconds, compared to the original's 150 seconds. This focus on speed is critical, as growth in Jetboil sales partially offset a 12% sales decline in the broader Camping & Watercraft Recreation category during the second fiscal quarter of 2025.

Durability and quality across four core outdoor categories

Across its four core categories-Fishing, Diving, Camping, and Watercraft Recreation-Johnson Outdoors Inc. emphasizes quality that earns consumer trust. This commitment is validated externally; the company was recognized by Newsweek and Statista as one of the Most Trustworthy Companies in America 2025, marking its fourth consecutive year on this list. This recognition is based on an independent survey of over 70,000 participants. The financial strength to support this quality focus is evident in the balance sheet, with cash and short-term investments reported at $161.0 million as of June 27, 2025.

Innovation-led products that win industry awards

Innovation drives segment performance. The Fishing category saw revenue increase 8% in the third fiscal quarter of 2025, specifically attributed to the continued success of new products. The company's overall net sales for the third quarter of fiscal 2025 reached $180.7 million, a 5% increase over the prior year's third quarter, showing that product success translates directly to the top line. The company reported a total operating profit of $7.3 million for that same third quarter.

Here's a look at the recent segment revenue performance, showing where innovation is currently hitting hardest:

Category	Q3 FY2025 Net Sales Change (YoY)	Q3 FY2025 Operating Profit
Fishing	Increased 8%	$7.3 million (Total Company)
Diving	Increased 7%
Camping & Watercraft Recreation	Decreased 14% (due to Eureka! exit)

The company's ability to invest in these innovations is supported by its financial structure; for example, the Board approved a quarterly cash dividend of $0.33 per Class A share in December 2025.

Johnson Outdoors Inc. (JOUT) - Canvas Business Model: Customer Relationships

Direct-to-consumer engagement via e-commerce platforms is a critical component of the Johnson Outdoors Inc. strategy, supporting its omnichannel distribution approach. The company uses its online store to enhance customer engagement directly, which is vital for brands like Humminbird and Minn Kota where detailed product information is key. While the full e-commerce revenue split isn't public, the scale of the business is evident, with Trailing Twelve Month revenue as of June 30, 2025, reaching $563M.

The company's focus on digital channels is strategic, aiming to reach high-value customers with data-driven, personalized marketing campaigns. This approach has previously shown results, such as driving a more than 30% increase in email open and click-through rates compared to generic messaging.

Metric	Value (As of Mid-2025)	Context
TTM Revenue (as of 6/30/2025)	$563M	Overall scale of customer transactions.
Q3 Fiscal 2025 Net Sales	$180.7 million	Reflects recent sales performance driven by customer demand.
Global Reach	80 Countries	Scope of customer base served.
Trust Survey Participants	Over 70,000	Basis for 2025 Most Trustworthy Company recognition.
Total Employees	1,200	Scale of internal resources supporting customer interaction.

Retail partner support and promotional programs ensure broad market penetration across the company's four main product categories: Fishing, Camping, Watercraft Recreation, and Diving. The success in Q3 Fiscal 2025, where total company net sales grew 5%, was partly driven by strong demand for new Fishing products like the MEGA Live 2 Sonar, indicating effective coordination with retail channels to push innovative inventory.

For technical products, specialized customer service and warranty support are non-negotiable, especially for the high-tech marine electronics under Humminbird and Minn Kota. The company mitigates near-term risk by actively managing inventory; for instance, inventory was reduced by $59.4 million to $163.7 million as of June 2025 compared to the prior year's third quarter, which helps streamline service and warranty fulfillment by ensuring fresher stock.

Building brand loyalty through product quality and history is foundational to Johnson Outdoors Inc.'s relationship strategy. The company's heritage, dating back more than 50 years, underpins the trust earned in the marketplace. This commitment to quality and transparency resulted in significant external validation in 2025.

• Johnson Outdoors was named one of the Most Trustworthy Companies in America 2025.
• This recognition marked the company's fourth consecutive year on the list.
• The trustworthiness evaluation included assessing commitment to quality products.
• The company's purpose is to be known as the most innovative outdoor equipment company, trusted to make a positive difference.

The company continues to invest in innovation, which directly feeds into product quality and, subsequently, customer confidence. For example, the Fishing business saw an 8% revenue increase in Q3 2025, directly linked to the success of new, award-winning products.

Johnson Outdoors Inc. (JOUT) - Canvas Business Model: Channels

You're looking at how Johnson Outdoors Inc. gets its products-from Minn Kota trolling motors to SCUBAPRO regulators-into the hands of outdoor enthusiasts as of late 2025. The company relies on a multi-pronged approach, navigating a cautious retail and trade channel environment while aggressively leaning into e-commerce. For the third fiscal quarter ending June 27, 2025, Total Company net sales reached $180.7 million, against a Trailing Twelve Months (TTM) revenue of $0.56 Billion USD.

The channel strategy is deeply segmented by product line, reflecting the specialized nature of the markets Johnson Outdoors Inc. serves. The company has explicitly stated that enhancing its ability to drive growth through e-commerce is a key strategic priority, investing in a Digital Commerce Center of Excellence.

Independent specialty dive and outdoor retailers

This channel is crucial for the Watercraft Recreation and Diving segments, where specialized knowledge and service are often required. The SCUBAPRO brand, for instance, sells its regulators, buoyancy compensators, and dive computers through independent specialty dive stores. Similarly, Old Town canoes and kayaks, along with Carlisle paddles, flow through independent specialty and outdoor retailers.

Large retail store chains and internet dealers

This broad channel supports the Fishing and Camping segments significantly. The Fishing segment moves its Minn Kota and Humminbird electronics through retail store chains and internet dealers. The Jetboil brand also utilizes sporting goods stores and internet retailers to reach its customer base. For context, the Fishing segment generated revenue that increased 8 percent in Q3 2025, showing the strength of its channel execution despite broader market softness.

Direct-to-consumer sales via brand websites

Direct-to-consumer (DTC) is a growing focus, explicitly mentioned as a strategic priority alongside e-commerce investment. The Jetboil brand sells directly to the customer through its website. The Diving segment also uses websites to sell gear to dive training centers, resorts, and public safety units, although independent specialty dive stores remain a core outlet. The company's focus on digital commerce aims to accelerate sales and profitability through these direct avenues.

Global network of third-party distributors

Distributors act as a vital link for global reach and market penetration across multiple segments. Both the Fishing and Camping segments utilize a network of distributors to move product. The Diving segment also relies on this network for its specialized equipment.

OEM sales channel for certain components (e.g., Fishing)

The OEM (Original Equipment Manufacturer) channel represents a less consumer-facing, but important, revenue stream, particularly within the Fishing segment. This channel involves selling components, such as electric motors or marine battery chargers, directly to other manufacturers for integration into their final products. This channel is explicitly listed as a route to market for the Fishing segment's offerings.

Here's a quick map of how the major brands utilize these channels:

Brand Group	Primary Channels Mentioned	Q3 2025 Sales Change (YoY)
Fishing (Minn Kota, Humminbird, Cannon)	Specialty retailers, retail chains, internet dealers, OEMs, distributors	+8 percent
Camping (Jetboil)	Specialty stores, sporting goods stores, internet retailers, direct via website, distributors	Excluding Eureka! exit, sales would have improved 3 percent
Watercraft Recreation (Old Town, Carlisle)	Independent specialty and outdoor retailers	Down 14 percent (due to Eureka! exit)
Diving (SCUBAPRO)	Independent specialty dive stores, websites (for B2B/training)	+7 percent

The company is actively managing its physical footprint and inventory levels within these channels. Inventory reduction was a success, falling to $163.7 million as of June 2025, down from a prior period high. This inventory management, alongside operational efficiencies, helped improve the gross margin to 37.6 percent in Q3 2025. The balance sheet remains strong, with cash and short-term investments at $161.0 million as of June 27, 2025, providing a debt-free foundation to navigate channel uncertainties, including expected headwinds from tariffs.

Finance: draft 13-week cash view by Friday.

Johnson Outdoors Inc. (JOUT) - Canvas Business Model: Customer Segments

You're looking at the core groups Johnson Outdoors Inc. serves, based on their brand portfolio as of late 2025. These segments are the engine driving the company's financials, which saw a trailing twelve-month revenue of $563M as of June 30, 2025.

The company organizes its customer base across four primary categories: Fishing, Camping, Watercraft Recreation, and Diving.

Avid anglers and professional fishermen (Minn Kota, Humminbird)

This group is the most significant revenue contributor, as the Fishing segment generates maximum revenue for Johnson Outdoors Inc.. Innovation, like the success of Humminbird's MEGA Live 2 Sonar and XPLORE fish finder, directly impacts this segment's performance.

Scuba diving and snorkeling enthusiasts (SCUBAPRO)

This segment, represented by the SCUBAPRO brand, showed stabilization with improved market conditions heading into the third quarter of fiscal 2025.

Backpackers and campers seeking portable cooking solutions (Jetboil)

Customers seeking portable cooking solutions, primarily served by Jetboil, fall into the Camping segment. This segment, along with Watercraft, saw sales decline in the third quarter of fiscal 2025, largely due to the exit of the Eureka! business.

Recreational and touring watercraft users (Old Town, Carlisle)

Users of Old Town canoes and kayaks, and Carlisle paddles, are part of the Watercraft Recreation segment. This group's demand has been challenged, though innovation helped drive some improvement excluding the impact of the Eureka! exit.

Global consumers in the outdoor recreation market

Johnson Outdoors Inc. serves this broad base across North America, Europe, Australia, and select markets in Asia and Latin America. The company held $161.0 million in cash and short-term investments as of June 27, 2025, providing a solid foundation to serve these global consumers. The market capitalization stood at $374,848,500 as of December 5, 2025.

Here's a quick look at how the segments performed in the third fiscal quarter ending June 27, 2025, compared to the prior year's third quarter:

Customer Segment/Brand Group	Fiscal Q3 2025 Revenue Change (YoY)	Key Financial Metric	Value (as of Q3 2025 or TTM)
Fishing (Minn Kota, Humminbird)	Increased 8 percent	Year-to-Date Net Sales (9 months)	$456.7 million
Diving (SCUBAPRO)	Increased 7 percent	Inventory Balance (as of June 27, 2025)	$163.7 million
Watercraft Recreation (Old Town, Carlisle)	Down 14 percent (Excluding Eureka! exit, improved 3 percent)	Total Company Net Sales (Q3 2025)	$180.7 million
Camping (Jetboil)	Down 14 percent (Excluding Eureka! exit, improved 3 percent)	Shares Outstanding (Basic) (Q3 2025)	10.27 million

The company's overall strategy is to deliver market-winning innovation to these distinct customer groups, which contributed to a 5 percent increase in total company net sales for the third quarter of fiscal 2025.

• Avid anglers and professional fishermen are served by Minn Kota, Humminbird, and Cannon brands.
• Scuba diving and snorkeling enthusiasts are targeted with SCUBAPRO equipment.
• Backpackers and campers use Jetboil cooking systems.
• Recreational and touring watercraft users choose Old Town canoes/kayaks and Carlisle paddles.

Johnson Outdoors Inc. (JOUT) - Canvas Business Model: Cost Structure

You're looking at the cost side of Johnson Outdoors Inc. (JOUT) as of late 2025. The structure is heavily weighted toward the cost of the goods they sell, which is typical for a manufacturer of physical products.

Cost of Goods Sold (COGS) is definitely the largest single cost driver. The company managed to improve its gross margin in the third quarter, which tells you they are getting better control over production and sourcing costs, or perhaps pricing their products more effectively. For the third fiscal quarter ending June 27, 2025, the Gross Margin was reported at a solid 37.6%.

However, looking at the longer trend, the Gross Margin for the first nine months of fiscal 2025 was slightly lower, coming in at 34.8%, compared to 36.2% in the prior year-to-date period. This suggests the recent quarter's performance was a step in the right direction after some earlier pressure.

Here's a quick look at some key cost metrics from the latest reported periods:

Cost Metric	Reporting Period	Amount/Percentage	Context
Gross Margin	Q3 FY2025	37.6%	Up from 35.8% in the prior year quarter
Gross Margin	First Nine Months FY2025	34.8%	Down from 36.2% in the prior year-to-date period
Operating Expenses (OpEx)	First Nine Months FY2025	$167.0 million	A decrease of $9.8 million from the prior year
Operating Expenses (OpEx)	Q3 FY2025	$60.6 million	Decreased $1.7 million from the prior year period
Marketing and Selling Expenses	Q3 FY2025	20.8% of Net Sales	Expressed as a percentage of net sales

Manufacturing and supply chain costs are definitely in focus, especially with external pressures. The CFO noted that while cost-saving efforts and improved pricing helped the Q3 gross margin, there was a modest impact from tariffs that ate into some of those gains. You should definitely watch for the expected flow-through of additional tariff costs in the fourth quarter.

Operating Expenses (OpEx) are managed, but the reported numbers can be tricky. For the first nine months of FY2025, total OpEx was $167.0 million. However, a significant portion of the year-over-year change in OpEx is influenced by movements in the valuation of the deferred compensation plan, which doesn't affect the core operating profit. Excluding a $2 million increase in deferred compensation costs in Q3 2025, underlying operating expenses were down by about $3.7 million year-over-year for that quarter.

Johnson Outdoors Inc. continues to signal a commitment to future cost control through innovation-focused spending. You see this investment in R&D reflected in the product pipeline, particularly in the Fishing segment with new technology like Humminbird XPLORE. While we don't have a specific R&D spend number here, the management commentary emphasizes that investment in market-leading innovation is critical for future profitability.

Marketing, advertising, and promotional expenses are a variable part of OpEx. The decrease in Q3 2025 OpEx was partly due to lower promotion expenses compared to the prior year. As a measure of scale, marketing and selling expenses for Q3 2025 represented 20.8% of that quarter's net sales.

• Cost mitigation strategies include:
• Supply chain adjustments.
• Factory efficiency and scrap reductions.
• Product design changes to take cost out of the product.
• Selective pricing adjustments being evaluated.

Finance: draft 13-week cash view by Friday.

Johnson Outdoors Inc. (JOUT) - Canvas Business Model: Revenue Streams

You're looking at how Johnson Outdoors Inc. (JOUT) brings in its money based on the latest figures, which is key for any financial model you're building. Honestly, the revenue streams are heavily weighted toward their core outdoor segments, showing clear performance differences between them as of late 2025.

The total Trailing Twelve Months (TTM) revenue for Johnson Outdoors Inc. (JOUT) as of 2025 is approximately $0.56 Billion USD. This figure reflects the company's overall sales performance across all categories over the preceding year.

For a more granular look, the third quarter of Fiscal Year 2025, ending June 27, 2025, showed a total net sales increase of 5 percent to $180.7 million compared to the prior year's third quarter. Here's how the main product categories contributed to that quarterly revenue:

Revenue Stream Segment	Q3 2025 Revenue (USD)	Q3 2025 Growth (YoY)
Sales of Fishing products	$140.6 million	8 percent increase
Sales of Diving equipment	$21.2 million	7 percent increase
Sales of Camping and Watercraft Recreation products	$18.9 million	14 percent decrease (due to Eureka! exit)

The Fishing segment is definitely the engine here, bringing in the lion's share of the quarterly revenue and showing strong momentum. The Camping & Watercraft Recreation segment's decline is directly tied to the exit of the Eureka! Business, but even adjusting for that, the underlying sales growth was still positive.

Beyond the core product segments, Johnson Outdoors Inc. (JOUT) is seeing traction in its digital channels, which is a growing part of the revenue mix. You should note these figures:

• E-commerce sales were up 11 percent year-over-year in Q3 2025.
• Digital sales overall increased by 15 percent in the third quarter.

Finally, the company maintains a commitment to returning capital to its owners through distributions. Johnson Outdoors Inc. (JOUT) announced approval for a quarterly cash dividend of $0.33 per Class A share in December 2025, payable in January 2026. This marks the twelfth successive year of dividend increases for the Class A shares.

Finance: draft 13-week cash view by Friday.