A n n u a l R e p o r t 2 0 1 3
Johnson Outdoors
Leading with
PaddleDiveFishCamp Our 2013 performance keeps
Johnson Outdoors on the path to
long-term sustainable growth.
RESULTS FY2013
$426.5
million revenue
+3.4% year-over-year
$25.6million operating profit
+20% year-over-year
$19.3
million net income
+90% year-over-year
2$100 million brands
$1.95
earnings per
diluted share
1
Johnson Outdoors holds 191 U.S. and international patents
and 43 pending patents for innovative technology across our
portfolio. For nine consecutive years, new products have
driven more than a third of our sales. In 2013, it was 45%.
2
INNOVATION Minn Kota® iPilot® Link™
let your motor &
fishfinder steer
you
JUST
FISH
Humminbird® | LakeMaster®
AutoChart™
any place you can fish,
you can map
Eureka!®
Midori 2
enhanced tent system
LIVE LARGE
in the great outdoors
Old Town®
Predator fishing kayak
Stand up
& cast
(yes, you can do that!)
3
Our products are consistently recognized
as the best by the industry and consumers.
Here are a few of the top honors of 2013.
4
AWARDS Jetboil®
Joule™
The Gear Institute
Best New Gear
Old Town®
Predator Fishing Kayak
ICAST and YakAngler.com
Boat of the Year
Humminbird®
Bow Mount 360° Imaging®
ICAST Best in Show for Electronics
5
6
GLOBAL PRESENCE Our vision
To be the premier portfolio of leading
Our mission
To exceed the ever-growing expectations
outdoor equipment brands consistently
of outdoor enthusiasts, and the channel
creating value for consumers, customers,
customers that serve them, with the most
employees and shareholders.
innovative, most valued and most
sought-after brands and equipment.
countries
Products sold in80
1,200
employees
20
facilities worldwide
7
A message from the chairman
Leading with
In the first year of our 2015 Value Plus plan,
we continued as market leaders, maximized
opportunities to enhance long-term
profitability, and delivered winning results.
Two trends mark the outdoor recreation equipment
industry. First, there’s a tremendous revolution in
technology. Evolution is speeding up, and the competition
Minn Kota®, Humminbird®, Cannon® and LakeMaster®
brands drove higher sales in Marine Electronics. Jetboil®
fueled growth in Outdoor Gear. Diving unveiled next-
is heating up. Second, outdoor enthusiasts have less time
generation dive computers for 2014, and Watercraft, under
to recreate, but they want to do more. And they expect
new leadership, is on track to return to profitability by the
their gear to help them make the most of every minute
end of next year.
outdoors.
2013 was exciting, but after 45 years in this industry, we
Embracing changing technology and exceeding consumer
know markets are cyclical. We celebrate success while
expectations are at the core of our 2015 Value Plus plan.
pragmatically preparing for ongoing change. That means
Our value proposition is to enhance outdoor enthusiasts’
digging deeper than ever for meaningful innovation;
experience with innovative equipment that meets their
maintaining a diverse portfolio of thriving businesses; and
needs better than what’s out there. We know we can do it;
staying on top of the competitive landscape, where our
innovation is who we are, and our track record proves it.
success is attracting bigger players.
In 2013, Year One of the plan, bad weather delayed
Our legacy began with turning good ideas into great
the outdoor recreation season and affected all our
innovation. As the industry matures, continued success
businesses—yet we delivered winning results. Operating
demands more than good ideas. We need to mine
profit was the highest in more than 20 years, up 20
information on how consumers learn about our products,
percent from 2012. Sales outpaced the markets and
what drives their purchase decisions and when and where
competition all year long.
8
they buy. Through industry-leading market research,
To achieve a better balance of profitability across our
consumer knowledge and business analytics we are
portfolio, we have set clear priorities: Sustain leadership
uncovering new insights leading to powerful strategies
in fishing electronics. Gain share in core dive equipment
and innovative new products.
segments. Improve performance in key paddling and
Innovation is crucial to profitable growth. 2013 was
of our game in everything we do, making the most of our
the ninth consecutive year in which new products
people’s expertise, creativity and passion for the business.
camping specialty channels. Clearly, we must be at the top
generated more than a third of our sales. And we have an
exciting lineup of new products for 2014, including the
SCUBAPRO® CHROMIS dive computer as well as the Old
Town® Predator series in Watercraft, the Humminbird®
360 Imaging™ Bow Mount in Marine Electronics and the
Jetboil® Joule™ in Outdoor Gear, which all took top trade
show honors this year.
We end 2013 having grown profits faster than sales, with
a strong, healthy balance sheet. We are pleased that our
cash position enables us to invest in growth and also pay
a quarterly dividend to shareholders.
What sets Johnson Outdoors apart is unparalleled
knowledge of the market, unique insights into outdoor
To deliver meaningful, Value-Plus innovation, we
enthusiasts and the technical know-how to turn those
constantly seek “aha” insights—like realizing that a
insights into winning products. Building on these strengths,
fishing kayak is bought by fishing enthusiasts who
I am confident we can continue to deliver Value Plus to
paddle, not paddling enthusiasts who fish. That insight
our customers, consumers and shareholders.
sparked development of the Predator fishing kayak, which
already has dealers raving. We are investing in additional
market research and tools for data analytics to help
us develop unique value-added programs for our retail
partners, better ensure new product success and provide
perspective for potential acquisitions.
Helen P. Johnson-Leipold
Chairman & Chief Executive Officer
9
10
WHERE WE ARE 11
WHERE WE ARE 12
Performing with
Disciplined focus yields strong
balance sheet, shareholder dividend
Fiscal 2013 was the first year of our new three-year
Our challenge is to deliver consistent performance
strategic plan for sustained profitable growth and
and achieve a better balance of profitability across our
enhanced shareholder value. This Value Plus plan targets
portfolio. Outdoor recreation equipment markets have yet
3-5 percent compound annual revenue growth and a
to return to pre-recession levels, and growth in dollars is
6-7 percent operating margin by the end of fiscal 2015.
not matched by growth in unit sales in any of the markets
where we compete. Given the unpredictable recovery, we
We met our Year One targets in 2013. Revenue increased
consider our 2015 financial targets as stretch goals.
3.4 percent due to outstanding innovation and the
acquisition of Jetboil®. Operating margin grew to 6 percent
with operating profit of $25.6 million, a 20 percent increase
We feel good about where we are and maintain a clear,
disciplined focus on growing profits faster than sales.
over 2012 (43 percent when excluding last year’s legal
The balance sheet remains strong as we continue to
settlement benefits). Drivers include higher volume, lower
drive costs out of operations and improve profitability.
operating expense and record profit in Marine Electronics.
That gives us the flexibility to invest in future growth and
Net income of $19.3 million resulted in earnings per diluted
enhance long-term value for shareholders—offering all our
share of $1.95, a 90 percent improvement over 2012,
stakeholders the ultimate Value Plus.
helped by a lower effective tax rate.
Operating expense year-over-year was down 0.6 percent
as a percentage of sales. Interest expense declined by
$1 million versus 2012. We expect a new cash-flow-based
loan agreement to further reduce borrowing costs.
During the first quarter, we acquired the Jetboil® brand
for $15.4 million. Even so, we ended the year with debt at
$8.3 million, the lowest debt level in the Company’s history,
and with a strong cash position of $55.7 million. In October
we announced a quarterly dividend of $0.075 per share on
Class A shares and $0.068 per share on Class B shares.
Helen P. Johnson-Leipold
Chairman & Chief Executive Officer
David W. Johnson
Vice President & Chief Financial Officer
13
FY2013 Financial Snapshot
PERFORMANCE
Scoring a bull’s-eye for Year One targets
In the first year of our 2015 three-year Value Plus plan, Johnson Outdoors achieved
Year One financial targets. Fiscal 2013 highlights include:
• Successful acquisition of Jetboil®
• Highest operating profit in more than 20 years
• Historic low debt, with $55.7 million in cash at year-end
• New financing agreement with reduced borrowing costs and improved terms
• Initiation of quarterly dividend
Operating Results*
Net sales
Gross profit
Operating profit
Net income
2011
2012
$407,422 $412,292
163,135
164,322
17,670
32,644
21,413
10,134
Diluted earnings per common share
Diluted average common shares outstanding
$3.36
9,287
$1.03
9,379
2013
$426,461
171,049
25,591
19,327
$1.95
9,523
2013
$8,333
Highest
operating profit
in over 20 years
Historic low
debt
2011
$14,972
2012
$8,860
163,525
173,604
197,668
8.4%
4.9%
4.0%
Capitalization*
Total debt
Shareholders’ equity
Total debt to total capital
*($ Thousands, except per share amount)
14
Net Sales Compared to
Operating Profit
Operating Cash Flow
426.5
412.3
25.6
407.4
21.4
17.7
382.4
14.6
26
22
18
14
430
410
390
370
350
31,000
27,000
23,000
19,000
FY ’10
FY ’11
FY ’12
FY ’13
FY ’10
FY ’11
FY ’12
FY ’13
Net Sales ($Millions)
Operating Profit ($Millions)
(Excluding unusual Items)
Operating Cash Flow ($Millions)
(Excluding unusual Items)
Cash, Net of Debt
Profit per Employee
22
18
14
10
50.0
47.4
60
40
20
0
29.5
10.8
1,300
1,200
1,100
1,000
FY ’10
FY ’11
FY ’12
FY ’13
FY ’10
FY ’11
FY ’12
FY ’13
Cash, Net of Debt ($Millions)
Number of Employees
Profit per Employee ($Thousands)*
(Excluding unusual Items)
15
LakeMaster ® AutoChart™
by Humminbird®
creates contours on any lake
in three simple steps.
Fishing Motors
Downriggers
Fishfinders
Digital Charts & Maps
Shallow Water Anchors
$247.7 million
FY2013 NET SALES
58%
Percent of JOUT sales
16
MARINE ELECTRONICS Humminbird® ONIX is the latest
generation of sonar technology to provide
unrivaled mapping and in-the-water views.
Minn Kota® Fortrex™
trolling motor
Marine Electronics leads
the market with smart,
integrated systems that
make it more fun to fish.
In 2013, Marine Electronics delivered record sales and
profits. Combined revenue for Minn Kota®, Humminbird®,
Cannon® and LakeMaster® grew $16.5 million, or
7.1 percent. Since 2000, we’ve grown from one brand
Humminbird unveiled an exciting new fishfinder platform
in its ONIX and ION touchscreen units, for freshwater and
bluewater anglers. Cross Touch™ technology lets users
mark waypoints with a finger, name them via a virtual
in one segment to four brands competing in 12 product
keyboard, zoom in on structures or chart locations, and
segments—with Minn Kota and Humminbird each
swipe and drag screens to create custom views. It’s the
exceeding $100 million in sales for the third consecutive
clearest picture yet of what’s going on under the water.
year. An exciting lineup of new products is scheduled
to hit the marketplace in 2014.
Minn Kota, the industry innovation leader, has introduced
LakeMaster’s newest electronic mapping products,
AutoChart™ and AutoChart PRO™, will let anglers chart any
body of water, no matter how far off the beaten path. Now
the market’s most powerful trolling motors, featuring
anglers can use AutoChart to map their favorite fishing
112 pounds of thrust. These energy-efficient models
spots, applying LakeMaster’s patented shallow water
deliver extra power to fight wind and current, make quick
highlight, depth highlight and water level offset features;
adjustments and power through vegetation. They’ll be
available for Fortrex™, Terrova™, Riptide SF and Riptide ST
bow-mount motors, and Riptide® Transom motors.
view the map on their Humminbird fishfinder; and use the
Minn Kota iPilot® Link™ to have their boat automatically
follow the contour they’ve charted.
17
Regulators
Buoyancy Compensators
Dive Computers
Masks/Fins/Snorkels
Wetsuits
$84.5 million
FY2013 NET SALES
20%
18
Percent of JOUT sales
DIVING SCUBAPRO® Aladin[2]
dive computer
SCUBAPRO®
Everflex wetsuit
SCUBAPRO® continues
to be the world’s #1 dive
equipment brand.
A difficult economy in Europe and bad weather across
key markets kept divers at home instead of in the water
in 2013, resulting in reduced revenue in Diving. However,
growth in Asia continued, and improved systems and
processes helped limit the impact on Diving profitability,
as SCUBAPRO® sustained its market leadership.
Our innovations also help keep divers comfortable—and
even fashionable. We redesigned our Everflex wetsuits
Innovation in underwater electronics is a priority.
with new Diamond Span water-draining interior torso
SCUBAPRO has just introduced a series of new dive
plush to put an end to clammy wetsuits. The suits have
computers for 2014, starting with the CHROMIS wrist
fewer panels, for maximum stretch capacity, and fashion-
computer. This high-end, high-style accessory offers
forward black-and-white graphics. And we improved
exceptional readability with its large display and
the Equator buoyancy compensator with Airnet water-
Katana-sharp characters. Its many tools include a
shedding back padding, a flexible new travel backpack
full-featured dive computer, apnea gauge, timepiece
and patented lap counter.
and the latest safety technology.
The Aladin[2] will also be available in 2014, a successor to
the iconic Aladin Pro. Its classic “square” screen delivers
Every SCUBAPRO life support product goes through
rigorous validation and testing in the pool and in open
water to ensure each meets our industry-leading quality
unmatched clarity and readability, complementing the
standards…assuring divers around the world that deep
sophisticated core features.
down, they’ll enjoy the best.
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Eureka!® Basecamp tents
Families who camp together experience more than a fun
vacation. Research shows that kids who enjoy outdoor
adventure with their families grow up to become outdoor
enthusiasts. Our Basecamp tents target this market.
Canoes & Kayaks
Paddles
Personal Flotation Devices
Tents
Compasses
Bags & Packs
Camp Furniture
Personal Cooking Systems
$95.0 million
FY2013 NET SALES
22%
Percent of JOUT sales
20
OUTDOOR GEAR& WATERCRAFT Jetboil® Joule™
group cooking system
brings convenience to backcountry
or car camping with the ability to boil
a full liter of water.
Necky® Manitou 14™ kayak
Outdoor Gear & Watercraft build on a
legacy of innovation to reach camping,
hiking and paddling enthusiasts.
In 2013, our Outdoor Gear brand and technology portfolio
expanded with Jetboil®, the world leader in personal
cooking systems. Jetboil, together with Eureka!® camping
gear and Silva® compasses, grew Outdoor Gear revenue
25 percent year-over-year.
groundbreaking design that features a larger burner,
cook pot and fry pan integrated with push-button start
and fast-heating convenience.
The Old Town Predator kayak won Best Boat in the ICAST
Best of Show competition and has been enthusiastically
Watercraft, led by a new team of industry veterans,
embraced by dealers and anglers. Engineered to be the
focused on delivering innovation to drive growth in the all-
important paddle specialty channel for Old Town®, Necky®,
Ocean Kayak™, Carlisle® and Extrasport® brands. Global
restructuring this year is expected to generate $2 million
perfect fishing platform, the Predator boasts seating that
can be lowered for paddling, raised for fishing and even
flipped aside for standing.
in annual savings and help return Watercraft to profitability
The Eureka! Taron 3 was named best tent for deal
by 2015. Meaningful innovation is designed to captivate
hunters in the Men’s Journal Summer Gear Guide, while
camping and paddling markets in 2014.
Backpacker described the Midori 2 as a “killer value”
Jetboil won The Gear Institute’s Best New Gear award
for its new Joule™ group cooking system, with a
offering outstanding livability. Both tents deliver the
ultimate in volume, venting and versatility.
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22
WHERE WE’RE HEADED 23
WHERE WE’RE HEADED Thriving with
sustainable growth
EXCEEDING
EVER-GROWING
EXPECTATIONS
Our 2015 three-year strategic plan focuses on achieving
We consistently emphasize efficient use of capital,
sustained profitable growth in every Johnson Outdoors
invest in our businesses and brands to keep them
business, keeping the balance sheet strong while
strong, evaluate new growth segments and acquisition
growing profits faster than sales.
opportunities, and pursue operational excellence.
In an intensely competitive marketplace, we stand
Our plan recognizes that embracing and exceeding
out and stay ahead with meaningful innovation, richer
the ever-growing expectations of customers and
consumer insights, win-win customer partnerships and
consumers is key to our continued success, to
engaged, energized employees. Our strategy builds
creating Value Plus.
on our strengths, including deep category knowledge,
multi-channel distribution, product and technology
expertise and outstanding customer service.
24
Our winning strategy at a glance
Here’s an overview of Johnson Outdoors objectives and goals through 2015.
OBJECTIVE
GOAL
Vibrant portfolio of businesses
3-5% sales CAGR
Accelerated profitability
6-7% operating profit
Leverage brands & technology
Strong new product pipelines
Unique insights & partnerships
Continued new product success
and growth for valued customers
Engaged & energized employees
Attract and retain the best people
25
CONSISTENTLYCREATING VALUE Marine Electronics brings
to life
Pioneering fishing electronics capture more of the boat
The Marine Electronics Group is our primary growth
direct result of enhancing the fishing experience with a
driver, offering proof positive that Johnson Outdoors has
breakthrough combination of mapping, fishfinding and
what it takes to create Value Plus.
automatic steering and speed control.
Strong, organic growth. Investing in core brands and
segments, as we did this year by increasing the thrust
and energy efficiency of Minn Kota® trolling motors, gives
us a solid foundation on which to build.
Strategic acquisitions. We look to add category creators
with proprietary technology—like Humminbird® and its
360 Imaging®. In eight years, the Humminbird brand has
grown 150 percent.
Smart expansion. Moving into related segments like
wireless remote boat steering systems and shallow water
Bottom-line results. Since 2000, Marine Electronics has
grown from one brand in one segment to four brands in
anchors increases market penetration and share.
12 segments. In 2013, Minn Kota and Humminbird each
Meaningful innovation. Staying on top of rapid
technology advancements helps us meet enthusiasts’
ever-increasing price/value expectations. Growth is a
26
marked a third consecutive year as $100 million brands,
unique in our industry—and a true Value Plus for our
customers, consumers and shareholders.
CASEINPOINT Minn Kota® Terrova motors
can be powered by the iPilot® Link™
while the new touchscreen brings the
power of Humminbird® smart electronics and
LakeMaster® maps to the angler’s fingertips.
27
28
29
HOW WE’LL GET THERE BIGGER
OPPORTUNITY
Knowing our market
and consumers
Within the $6 billion outdoor recreation equipment
marketplace, Johnson Outdoors competes in the
biggest segments, where there’s plenty of room to
grow. We play where we know we can win, focusing
on the industries and activities where we have 45
years of experience and insight. And we target
outdoor enthusiasts—the people who recreate more,
demand more and spend more. These highly engaged
consumers make up nearly half the market. While
they demand ever-increasing quality, service and
performance, they also reward meaningful price/value.
Johnson Outdoors marries insight and innovation to
deliver the experience enthusiasts desire—a Value
Plus to drive long-term, sustainable growth.
30
Mining data to help
Mining data to help
our customers
our customers
succeed
succeed
PARTNERING FOR THE
PARTNERING FOR THE
WIN-WIN
Our customers want a partner who can help grow
The result: Everybody wins with sharper marketing
their business. Johnson Outdoors delivers with
strategy, improved inventory control and better
critical market insight; we’re industry pioneers in
margins. Customers have achieved double-digit growth
customer data analytics. Gathering real-time point-
in our categories. And we’ve improved forecasting,
of-sale data from key customers, we can tell, for
promotions planning and early new product sales
example, how many Minn Kota® i-Pilot® Link™ units
assessments, supporting fi rst-season success. That
are in stock at the Cabela’s in East Grand Forks,
helps retailers move product across their footprint to
Minnesota; how long they’ve been there; how many
meet consumer demand, eliminating costly overstock
have sold in the Midwest; and how that compares to
and out-of-stock positions.
previous-year sales.
31
Expanding the footprint of
Johnson Outdoors distribution
CHANNELING
SUCCESS
Outdoor enthusiasts consider shopping for equipment
Our distribution footprint includes:
an extension of their chosen activity. Johnson Outdoors
Sporting goods retailers and chains
connects with these engaged consumers through
Outdoor specialty dealers
multiple distribution channels in 80 countries.
Paddle sports retailers
Dive specialty stores
Our wide scope of distribution reaches the many places
Marine distributors
where enthusiasts gather to discuss and discover the
Original equipment manufacturers
latest gear, from small local dealers to larger regional
and national retailers. Our innovative products and
Exports
Resorts
unique retail programs create the Value Plus that keeps
Government/military
everyone talking about Johnson Outdoors.
Rentals
Direct mail/catalogs
32
FROM WOW! TO
The power
The power
The power
of meaningful
of meaningful
innovation
innovation
Innovation drives growth for Johnson Outdoors,
Innovation drives growth for Johnson Outdoors,
pushing the envelope, this year introducing the Jetboil
pushing the envelope, this year introducing the Jetboil
our markets and our customers. Our iterative
Joule™, whose easy-to-pack two-quart cooking pot
process begins with deeper, richer insights into
makes it easier to feed a hungry group fast.
our consumers; intense understanding of our
activities; and the technical expertise to translate that
While not all innovation is breakthrough, it must be
knowledge into products that are better than what’s
meaningful to be a must-have. Our innovations provide
out there. Breakthroughs like Jetboil®’s patented,
a unique point of difference to surprise and delight
highly effi cient heat transfer technology, which
outdoor enthusiasts—which makes it no surprise that
revolutionized personal outdoor cooking, launch
a third or more of Johnson Outdoors sales come from
entire new product categories. And we keep on
new products.
33
The Predator stands tall
Unmatched consumer insights engineered the
most sought-after fishing kayak of the year
As the first product created under new Watercraft
leadership, the Old Town® Predator fishing kayak is a
textbook example of Johnson Outdoors strengths in action.
to paddle to their favorite spots, with unmatched stability
and easy paddling; a three-position seat to fit the angler’s
preferred stance; and six plates for mounting rod holders,
electronics and tackle accessories without having to drill
Targeting big opportunity. With strong entries in fishing
kayaks, paddling’s fastest-growing segment, we still saw
into the hull.
the potential to break out with an even better boat.
Insight and innovation. Listening to dealers and
consumers led to our “aha!” moment: The people buying
fishing kayaks are anglers first, paddlers second—and
Powerful partnerships. We involved anglers intimately
in every step of the Predator’s development, from concept
to commercialization and beyond. And initial sales through
our specialty channel partners are strong.
what matters to an angler is different than what matters to
a paddler. The Predator is designed for anglers who want
Winning results. The Predator has won an ICAST Best of
Show award—and accolades from dealers and anglers.
34
CASEINPOINT A day on the water with Fox News
Fox Business Network’s Jeff Flock interviewed Johnson
Outdoors Chairman and CEO Helen Johnson-Leipold at
an apt location: Eagle Lake, Wisconsin…specifically, on
the lake. In segments for Fox Business Briefs and for
“The Conference Room,” Jeff and Helen fished and
paddled—at one point, side by side in recently unveiled
Old Town® Predator 13 fishing kayaks. They discussed
the economy and business performance, company history
and Johnson Outdoors innovation. When the cameras
stopped rolling, Jeff’s interest continued; he bought a
Necky® Manitou 14™ day touring kayak for himself.
Jeff Flock and Helen Johnson-Leipold
paddling on Eagle Lake.
35
POWERFUL BRANDS
Maintaining leading market positions
Every year, Johnson Outdoors brands achieve new levels of innovation, performance
and quality. That translates into a portfolio of award-winning brands that outperform their
competitors and create new markets.
#1IN THEIR
MARKETS
Minn Kota® | Motors
Humminbird® | Fishfinders
LakeMaster® | Digital Maps
Cannon® | Downriggers
SCUBAPRO® | Diving Gear
#2IN THEIR
MARKETS
Eureka!® | Family Tents
Silva® | Field Compasses
Minn Kota® | Shallow Water Anchors
Old Town® | Canoes
Necky® | Kayaks
Jetboil® | Personal Cooking Systems
Ocean Kayak™ | Kayaks
36
POWERFUL BRANDS
37
Thomas F. Pyle, Jr.
Vice Chairman of the Board since
1997. Chairman, The Pyle Group;
Director, Sub-Zero Wolf, Inc.;
Non-Executive Chairman of Uniek,
Inc.; Trustee, Wisconsin Alumni
Research Foundation; Trustee,
University Research Park, Inc. and
Trustee, Morgridge Institute for
Research. Member, University of
Wisconsin Chancellor’s Advisory
Council.
Helen P. Johnson-Leipold
Chairman of the Board since
1999. Chairman and CEO,
Johnson Outdoors; Chairman
and Director, Johnson Financial
Group, Inc.; Director, S.C.
Johnson & Son, Inc.; Chairman,
The Johnson Foundation.
Terry E. London
Director since 1999. President
and CEO, London Broadcasting
Company, Inc.; past President,
London Partners, LLC; past
President and CEO, Gaylord
Entertainment Company; Director,
Pier 1 Imports.
38
Board of Directors photo by John Sibilski Photography
BOARD OF DIRECTORS Edward F. Lang
Director since 2006. Senior Vice
President and Chief Financial
Officer of the New Orleans Saints
and New Orleans Pelicans; past
President of Business Operations
and Alternate Governor, Nashville
Predators; Member of the College
of Business Visiting Committee of
Loyola University.
John M. Fahey, Jr.
Director since 2001. Chairman,
National Geographic Society;
Director, Exclusive Resorts;
Member of the Board,
Smithsonian National Museum
of Natural History.
W. Lee McCollum
Director since 2005. Director,
Johnson Financial Group, Inc.;
Chairman of the Board and
Director, Le Groupe Fruits &
Passion; Director, Sigma Aldrich
Corporation; Director, Coastal
South Bancshares, Inc.
39
BOARD OF DIRECTORS Strong leadership
Our executive team draws on insight, industry experience and a passion for
outdoor recreation to lead our dedicated employees in delivering Value Plus.
Helen P. Johnson-Leipold
Chairman and CEO
David W. Johnson
Vice President and CFO
Kelly Grindle
Senior Group Vice
President, Marine
Electronics & Diving
Bill Kelly
Group Vice President
Outdoor Gear & Watercraft
Joe Stella
Group Vice President
Global Diving
John Moon
Vice President and
Chief Information Officer
Alisa Swire
Corporate Secretary,
Vice President and
General Counsel
Sara Vidian
Vice President
Human Resources
Cynthia Georgeson
Vice President
Worldwide Communication
40
Executive team photos by John Sibilski Photography
Certain matters discussed in this report are “forward-looking statements” intended to be covered by the safe harbor
provisions for forward-looking statements contained in the Private Securities Litigation Reform Act of 1995. Please
see “Forward Looking Statements” in the 2013 Form 10-K for a discussion of uncertainties and risks associated with
these statements.
www.johnsonoutdoors.com
© 2014 Johnson Outdoors Inc.
Publisher: Cynthia Georgeson
Vice President-Worldwide Communication
Johnson Outdoors Inc.
Design: Lynne and Gil Leigh, Modern Media
Editor: Mary Jo Thome
Production Coordinator: Amy Helvick
printed on recycled paper
Corporate Secretary
Johnson Outdoors Inc. • 555 Main Street • Racine, WI
USA • 53403-1015
For more information, contact:
Johnson Outdoors Inc.
Cynthia Georgeson
Vice President, Worldwide Communication
262-631-6600 • cgeorges@johnsonoutdoors.com
To contact the Board of Directors directly, visit:
http://investor.johnsonoutdoors.com/contactBoard.cfm
JohnsonOutdoors.com