Johnson Outdoors
Annual Report 2019

Plain-text annual report

2019 ANNUAL REPORT FOR ADVENTURERS. BY ADVENTURERS. 50 YEARS OF INNOVATION FROM YESTERDAY INTO TOMORROW Fifty years ago, American business legend Sam Johnson channeled his lifelong passion for adventure into the founding of Johnson Outdoors. Today Helen Johnson-Leipold, his daughter, carries on the spirit of adventure, leading us in creating the best possible outdoor experiences for our consumers. Johnson Outdoors is proud to be a global leader in innovative outdoor recreation equipment and technology, building on our legacy to inspire awe for generations to come. WHO WE ARE Johnson Outdoors inspires people to “get out there” to experience and appreciate the “awe” of the great outdoors and its value for generations to come. We always have been and always will be a company FOR ADVENTURERS, BY ADVENTURERS. JOUT-NASDAQ | 2019 Annual Report | 1 JOUT-NASDAQ COMPANY SNAPSHOT AS OF 9.30.19 $562.4 m NET SALES 1,200 EMPLOYEES 20 FACILITIES WORLDWIDE 80 COUNTRIES 16 PRODUCT CATEGORIES FISHING DIVING Fishing motors Fish finders Downriggers Shallow water anchors Digital charts & maps Regulators Buoyancy compensators Dive computers Masks/fins/snorkels Divewear 2 | JOUT-NASDAQ | 2019 Annual Report CAMPING WATERCRAFT RECREATION Tents Sleeping bags & pads Personal & family cooking systems Camp furniture & accessories Kayaks & canoes Fishing craft Personal flotation devices Paddles & accessories JOUT-NASDAQ | 2019 Annual Report | 3 LETTER FROM THE CHAIRMAN TAKING THE LONG VIEW AND CELEBRATING SUCCESS 1973 Minn Kota acquired Eureka! acquired Old Town Canoe acquired SCUBAPRO acquired 1986—1987 Initial public offering makes Johnson Outdoors a publicly traded company 1970 Founded under the S.C. Johnson umbrella by Samuel C. Johnson, passionate outdoorsman and environmentalist 4 | JOUT-NASDAQ | 2019 Annual Report 1991 The World Business Council on Sustainable Development launches with Sam Johnson as a founding member, recognizing his decision to eliminate CFCs 12 years before the 1987 Montreal Protocol FOR NEARLY HALF A CENTURY, MILLIONS OF PEOPLE HAVE RELIED ON JOHNSON OUTDOORS TO ENJOY GREAT TIMES IN THE GREAT OUTDOORS. OVER THE COMING DECADES WE PLAN TO PLEASE MILLIONS MORE, BECAUSE WE DON’T SETTLE FOR “GOOD”; OUR GOAL IS “GREAT.” To soar above this ever-rising bar, we embrace change and innovation across our businesses. We are a dynamic family of adventurers, with a clear competitive edge: deeper, richer consumer insights. Every touchpoint with our consumers must emanate from an intimate knowledge of exactly who they are, what they want and expect, and what they truly need for the best outdoor experience. With these insights, we can better target the right consumer with the right product in the right place in the right way at the right time. This fiscal year’s financial performance shows the results of our sustained focus. Yet even as we celebrate the successes of 2019, and of our first 50 years, we look eagerly to the future. Our 2021 strategic plan is designed to take our businesses to the next level, building on three pillars of excellence. GREAT BRANDS No competitor can match the breadth of our brand portfolio and the strength of our brands. We cover the outdoor recreation landscape with the names outdoor lovers know and trust, whether their chosen adventure is fishing, kayaking, hiking, camping, diving—or all of the above. Our brands are building ever-deeper connections as consumers plan their next 1993 Sam Johnson named to the U.S. President’s Council on Sustainable Development and inducted into the U.S. National Business Hall of Fame for his visionary environmental leadership 1992 United Nations Environmental Programme presents Sam Johnson with the Lifetime Environmental Award for individual and corporate environmental leadership 1997 Uwatec acquired, later rolled under the SCUBAPRO brand Ocean Kayak acquired JOUT-NASDAQ | 2019 Annual Report | 5 LETTER FROM THE CHAIRMAN adventure, shop for equipment and put their gear into action. Nearly three years ago, we launched our digital transformation against the backdrop of a rapidly changing marketplace. We recognized consumers needed and wanted immediate access to our brands from the device of their choosing. Today our brands’ digital and social media presence reflects the face and voice of our consumer, with the capabilities to make shopping and purchasing faster and easier. Taking our brands into the evolving digital marketplace is a continuing process, turning our investment into even more meaningful, relevant relationships with even more targeted outdoor consumers. GREAT INNOVATION For 50 years, Johnson Outdoors has been an outdoor technology pioneer, confidently leading with an unparalleled portfolio of industry firsts. Many of our original products were conceived by entrepreneurs in their home workshops, looking to have more fun doing what they loved outdoors. Today, we purposefully pursue innovation in a product development process that engages consumers at every step—and creates plenty of opportunities for “aha” insights, in concept, design, commercialization and beyond. Disciplined data analysis helps us identify the biggest opportunities with the longest staying power. GREAT PEOPLE My father, Sam Johnson, founded this company driven by his passion for the outdoors. You can see that same passion today in the people of Johnson Outdoors—adventurers themselves, 2000 Innovation Portfolio Strategy launched $347 million in net sales 2004 Upon Sam Johnson’s death, the company incorporates his favorite bird, the loon, in the Johnson Outdoors logo. Humminbird acquired Cannon acquired 1999 Leadership passes to the second generation as Helen Johnson-Leipold is named chairman and CEO Sam Johnson becomes Chairman Emeritus 6 | JOUT-NASDAQ | 2019 Annual Report 2002 Johnson Outdoors moves HQ to new LEED-certified building in downtown Racine, Wisconsin thrilled to fish, camp, paddle, hike and dive. Our love for outdoor recreation, be it on the water, around the water, or under the water, gives us extra incentive to help our consumers find their own awe. From the small towns around the world we call home, our people are driven to create and craft the best…to deliver innovative, top- quality products, equipment and service. This collective intensity and know-how keeps us at the cutting edge of outdoor recreation design and technology. of our outdoor recreation portfolio combine to well-position Johnson Outdoors for the future. Rapid change and ever-increasing competition are the new normal in our industry—making it important to take the long view. We continually work to position all of our brands and businesses for growth beyond the next quarter, the next year, the next decade. For generations to come, Johnson Outdoors will deliver value as the first choice, the only choice, because the outdoor experience we deliver is uniquely “For Adventurers, By Adventurers.” TOWARD TOMORROW Success for Johnson Outdoors is continuing our evolution as a portfolio of thriving businesses delivering consistent, sustained growth and profitability. The power of our innovation, the enduring strength of our brands and the diversity Helen P. Johnson-Leipold Chairman & Chief Executive Officer 2007 Minn Kota becomes the company’s first $100 million brand 2012 Jetboil acquired 2018 Net sales top $500 million 2011 LakeMaster acquired 2016 Northport digital cartography technologies acquired 2020 Johnson Outdoors turns 50 JOUT-NASDAQ | 2019 Annual Report | 7 BY ADVENTURERS Adventure Across Generations To corporate America, Sam Johnson was a leading environmentalist, passionate about the great outdoors. To me, he was Dad, instigator of family adventures. We spent our time together camping, paddling, fishing, diving—activities that I’ve gone on to share with my sons, and that today make up the core of Johnson Outdoors. Dad’s love of adventure was clearly inherited. My grandfather had flown to Brazil in 1936 in search of the Carnaúba palm as a sustainable source of wax. In 1998, Dad re-created that historic expedition with an airplane replicating the original “Spirit of Carnaúba.” He said it was a wonderful adventure that brought his father back to life for him. In 2006, two years after Dad’s death, our family learned that a plane similar to my grandfather’s had been found off the coast of New Guinea, where it had crashed in 1938. With Mom, my brothers and one of my sons, I headed to Manokwari Bay, visiting S.C. Johnson locations along the way. We used SCUBAPRO® dive gear and a Humminbird fish finder with Side Imaging™ technology. And after multiple dives, we found the wreckage—the plane that in our hearts we knew immediately was the Carnaúba. Finding and seeing and touching the plane that meant so much to Dad brought him back to life for us one more time. And in that everlasting spirit, we placed a granite plaque at the site, with this inscription: “I am Carnaúba. My true home is not this bay but the hearts of all who love adventure.” THREE GENERATIONS OF THE JOHNSON FAMILY SHARED A SPECIAL DIVE ADVENTURE IN 2006. 8 | JOUT-NASDAQ | 2019 Annual Report 8 | JOUT-NASDAQ | 2019 Annual Report OUTDOOR STORIES JOUT-NASDAQ | 2019 Annual Report | 9 JOUT-NASDAQ | 2019 Annual Report | 9 FISHING For as long as there have been fish, there have been anglers seeking better ways to catch them. And our brands have been there to help. Minn Kota® introduced electric trolling motors in 1934 and over the years added the first electronic speed control (1985), self-steering motor (1991) and wireless remote (2002). The newest innovations unite Minn Kota motors with Humminbird®—which launched in 1971 and introduced the first waterproof depth sounder (1975), LCD display (1984) and 360-degree imaging (2012). Cannon® downriggers have long set the gold standard for trolling dependability, with innovations like the first speed and temperature sensor to provide actual lure depth (2009). Today Johnson Outdoors continues to combine consumer insights with technology innovations to delight anglers— reimagining and redefining trolling motors, underwater imaging and the ultimate experience of fishing. 10 | JOUT-NASDAQ | 2019 Annual Report 10 | JOUT-NASDAQ | 2019 Annual Report  JOUT-NASDAQ | 2019 Annual Report | 11 JOUT-NASDAQ | 2019 Annual Report | 11 U LT I M AT E CONNECTION Whether you’re a fishing pro pursuing championships or a weekender angling for the next big catch, the more your trolling motor and fish finder work together, the more likely you are to win. The One-Boat Network® connects the power and precision of Minn Kota® trolling motors and anchors—and as of this year, Cannon downriggers—with the intelligence of Humminbird®. The result is unprecedented boat control and unstoppable fishing power. Automatically navigate to a saved waypoint, follow a shoreline, retrace a path. Set your anchor to deploy on arrival, or on command through the Humminbird app. Instant access, wireless ease and complete connectivity make The One Boat Network one of the most enjoyable ways to put more fish on the line. 12 | JOUT-NASDAQ | 2019 Annual Report 12 | JOUT-NASDAQ | 2019 Annual Report P R E C I S I O N F O O T- P E D A L F I S H I N G . Only Ultrex combines responsive foot-pedal steering with GPS-powered automatic boat control and even Built-In MEGA Down Imaging™. It’s like power steering for a trolling motor—always on tap. JOUT-NASDAQ | 2019 Annual Report | 13 JOUT-NASDAQ | 2019 Annual Report | 13 Y E A R - R O U N D V I S I O N . The ICE HELIX 7 CHIRP GPS G3N All-Season uses crystal-clear Dual Spectrum CHIRP Digital Sonar to create views specifically for the ice angler. BEST OF ICE FISHING BEST OF ELECTRONICS E V E R Y D E TA I L I N E V E R Y D I R E C T I O N . Like underwater radar, the MEGA 360 Imaging® beam rotates to deliver a constantly updating 360-degree view. 14 | JOUT-NASDAQ | 2019 Annual Report C O O L CONFIDENCE An informed angler is a successful angler—and with best-in-class Humminbird® technology, anglers have the information to find fish like clockwork. This year’s breakthroughs won top awards at the prestigious International Convention of Allied  Sportfishing Trades (ICAST) show. Humminbird MEGA 360 Imaging® was voted “Best of Electronics” for bringing our 360 Imaging technology into the megahertz range, delivering unmatched coverage and clarity. And the ICE HELIX 7 CHIRP GPS G3N All-Season won “Best of Ice Fishing” thanks to new AutoChart® Live Ice. Anglers can quickly create a custom map and then display contours below the ice. Anglers choose Humminbird for built-in mapping, impressive screen resolution, intuitive control and the best information of all: a deeper understanding of what’s below the water, even when that water is ice. JOUT-NASDAQ | 2019 Annual Report | 15 BY ADVENTURERS DAN Engineering Fishing With a Fierce Angler I grew up on the water. I lived near a large lake in Wisconsin, and started driving boats when I was 12. But I think my favorite times on the water have been with my kids—fishing, a lot of times up in Hayward. One time, when the kids were young, we were out fishing for panfish, and an eagle was watching us from a tree. One of the fish died, so we threw it out into the water. I told my youngest son, “Watch the eagle”—and sure enough, it swooped down, took the fish and flew off. My son just gasped. He thought it was the coolest thing, and he talked about it for months. DAN AND HIS SONS ENJOYING ADVENTURES TOGETHER. 16 | JOUT-NASDAQ | 2019 Annual Report 16 | JOUT-NASDAQ | 2019 Annual Report OUTDOOR STORIES JOUT-NASDAQ | 2019 Annual Report | 17 JOUT-NASDAQ | 2019 Annual Report | 17 DIVING Founded in 1963 by divers passionate about performance, SCUBAPRO® has continually advanced diving gear and accessories. Breakthroughs marked with the iconic “S” include the powerfully efficient Jet Fin (1965); the first integrated inflator/ second stage regulator (1970); the first jacket-style buoyancy compensator (1971); the first frameless mask (1990); and advanced Galileo wrist-mount dive computers (2007). The brand’s commitment to inspiring divers worldwide continues today, with innovations like the full-color Galileo G2 wrist-mount computer (2017) and the industry’s first “green” wetsuit (2018). With intuitive, sophisticated designs that make the most of leading-edge technologies, SCUBAPRO demonstrates deep understanding of what divers want down deep—the best. 18 | JOUT-NASDAQ | 2019 Annual Report 18 | JOUT-NASDAQ | 2019 Annual Report  JOUT-NASDAQ | 2019 Annual Report | 19 JOUT-NASDAQ | 2019 Annual Report | 19 E F F O R T L E S S PERFORMANCE The SCUBAPRO® philosophy is simple: We make it easy for divers to focus on their adventure, not their gear. Enthusiasts and hobbyists alike turn to our iconic brand for reliability, durability and intuitive simplicity. The Hydros™ Pro BCD, for example, uses moldable Monoprene®, adjustable fit and multiple attachment points to reach new heights of comfort and convenience. And the S620 Ti regulator embraces the best features of SCUBAPRO’s renowned S600 in a smaller, lighter, state-of-the-art design that delivers effortless airflow under all dive conditions. SCUBAPRO has earned the diving world’s respect for nearly 60 years. With continuing innovation, responding to and shaping our market’s continuing evolution, we aim to be the world’s most trusted dive brand for decades to come. 20 | JOUT-NASDAQ | 2019 Annual Report 20 | JOUT-NASDAQ | 2019 Annual Report H E A D S U P, H A N D S F R E E . The Galileo HUD is a mask-mounted, hands-free dive computer with a virtual floating display. Divers get vital information right up front while staying immersed in the dive. JOUT-NASDAQ | 2019 Annual Report | 21 JOUT-NASDAQ | 2019 Annual Report | 21 BY ADVENTURERS MATIAS Production Manager Diving for Clear Memories I’ve been lucky to dive in most parts of the world, including a year as a diving instructor in the Maldives. Yet the best memories have been here, in the Mediterranean. Just a few years ago I was on a dive in September, the best month for diving here, at a promontory called Punta Manara. The waters were crystal clear, which doesn’t happen often. I remember the emotion of descending along a wall leading down to a wreck, and at a depth of almost 40 meters, being able to look up and see the keel of the boat above me, and the fish swimming all around…in my sea, on that perfect day. It was just a simple dive with a friend, but frankly, it is the one I cherish the most of my entire diving career. MATIAS PREPARING FOR A DIVE 22 | JOUT-NASDAQ | 2019 Annual Report 22 | JOUT-NASDAQ | 2019 Annual Report OUTDOOR STORIES JOUT-NASDAQ | 2019 Annual Report | 23 JOUT-NASDAQ | 2019 Annual Report | 23 CAMPING In the late 1800s, the Eureka! Tent & Awning company began making rugged canvas products including Conestoga wagon covers, U.S. flags and, of course, tents. By the mid-1900s, Eureka!® tents had been deployed from the top of Mt. Everest to army barracks to family backyards. The brand’s firsts have included external aluminum frames (1960); use of lightweight, water- repellant nylon (1963); and the Scout favorite Timberline A-frame tent (1973). At the turn of the next century, in 2001, Jetboil® launched with a stove that revolutionized outdoor cooking. The brand’s FluxRing® technology slashes boil times and drives fresh innovations—like the Jetboil Genesis (2016), setting a new benchmark in basecamp cooking. Together, Eureka! and Jetboil continue to build on top technology, engineering and insights, to bring campers at all levels a peak experience in the great outdoors. 24 | JOUT-NASDAQ | 2019 Annual Report 24 | JOUT-NASDAQ | 2019 Annual Report  JOUT-NASDAQ | 2019 Annual Report | 25 JOUT-NASDAQ | 2019 Annual Report | 25 I N S TA N T CLASSIC Camping is the gateway to the outdoor recreation market, reaching more consumers than any other segment. And Johnson Outdoors knows food is a quick way to reach campers’ hearts. Our Jetboil® brand continues to wow today’s tech-savvy outdoor enthusiasts, as we obsessively engineer stoves and systems that pack light, set up fast, and boil faster. Designed for use from basecamp to summit, Jetboil cooking systems appeal to new adventurers as well as seasoned pros. Our Eureka!® Ignite Stoves serve a crew with everything from eggs to enchiladas, perfect for small groups enjoying a few days together. The Ignite and Ignite Plus make camping a breeze with portability, push-button ignition and effortless cleanup. Both brands use enhanced digital marketing to engage even more with our target audience, reaching out in minutes to build connections that will last for generations. 26 | JOUT-NASDAQ | 2019 Annual Report L I G H T N I N G Q U I C K . The Jetboil Flash personal cooking system boils water in just 100 seconds, perfect for preparing coffee, soup or dehydrated meals on the trail and on the run. P R E C I S I O N S I M M E R I N G . Eureka! Ignite camp stoves feature an innovative two- turn simmer control for ultimate cooking precision— better performance, for better flavor. JOUT-NASDAQ | 2019 Annual Report | 27 JOUT-NASDAQ | 2019 Annual Report | 27 BY ADVENTURERS ANDREW Information Services/IT Camping and Camaraderie The best outdoor experience? First and foremost, being with my kids. Then I’d have to go with weather; great weather makes a great experience. We do a lot of camping with friends, mostly in Wisconsin, which has so many excellent state parks and campgrounds. Usually about 10 or 15 of us go together, sharing meals and stories and time by the campfire. One of my buddies makes up the craziest stories, which definitely makes for a memorable experience. My kids love it. ANDREW AND HIS FAMILY ON A CAMPING ADVENTURE. 28 | JOUT-NASDAQ | 2019 Annual Report 28 | JOUT-NASDAQ | 2019 Annual Report OUTDOOR STORIES JOUT-NASDAQ | 2019 Annual Report | 29 JOUT-NASDAQ | 2019 Annual Report | 29 WATERCRAFT RECREATION Hands-on craftsmanship has long shaped our watercraft brands. Old Town Canoe launched its first wood-and-canvas models in 1898. In 1917, the brand introduced square sterns for new “detachable motors.” Continuing innovations included the use of fiberglass in the 1960s and rotomolded plastic composites in the 1970s. In 1995, Old Town® began making kayaks, launching the breakthrough Predator series in 2013. Ocean Kayak® was born in 1971 from an old surfboard with two hand-carved niches—one to sit in and one to hold scuba gear. The brand turned to rotomolded polyethylene in the 1980s to create sit-on-top kayaks that are affordable and nearly indestructible. With the world’s oldest, largest and most revered watercraft brands, Johnson Outdoors continues to shape canoes, kayaks and paddles to the needs of our consumers—and thereby shape the industry’s future. 30 | JOUT-NASDAQ | 2019 Annual Report 30 | JOUT-NASDAQ | 2019 Annual Report  JOUT-NASDAQ | 2019 Annual Report | 31 JOUT-NASDAQ | 2019 Annual Report | 31 AG I L E ADVANTAGE Our award-winning PDL™ Drive system uses foot pedals connected to an underwater propeller to move sit-on-top kayaks easily through the water. Old Town designed the PDL Drive with exacting tolerances and exhaustive testing before its launch in 2016. Today it’s the most advanced, user-friendly pedal system on the market. Convenient rudder controls and simple forward/reverse pedaling deliver turn-on-a-dime agility. Efficient gear ratios empower kayakers to reach an impressive 5.5 MPH. The PDL Drive mounts to the kayak in seconds and tips up instantly for shallow water docking. Sealed and saltwater safe, the advanced PDL Drive is backed by an industry-leading 5-year warranty, more than double the competition’s. With the PDL Drive, anglers appreciate the ease of maneuvering around shore and structure. Fitness fans, fun-seekers and families glide happily toward the next horizon—all propelled by Johnson Outdoors. 32 | JOUT-NASDAQ | 2019 Annual Report F E E T- F I R S T F U N . The Ocean Kayak Malibu Pedal takes recreational kayakers on fresh new adventures. Features from cargo space to cup holders make for carefree ease. JOUT-NASDAQ | 2019 Annual Report | 33 BY ADVENTURERS JON Customer Service Kayaking to a Turning Point In the summer I like going hiking. Acadia is beautiful, with so many different trails. And of course canoeing and kayaking. Working here, we can rent out any of the boats that we want, pretty much whenever we want. Last year, my girlfriend and I went kayaking on a little stream right near here—Branch Stream. It funnels into a lake, but we usually just go up the stream and back. On this day we saw so much wildlife—at least three bald eagles. A beaver. Several blue herons. A moose! Here in Maine, you see wildlife, but not so much within a couple hours. It was majestic. And that was when I asked my girlfriend to marry me. JON AND HIS GIRLFRIEND ON THE TRAIL AND ON THE WATER. 34 | JOUT-NASDAQ | 2019 Annual Report 34 | JOUT-NASDAQ | 2019 Annual Report OUTDOOR STORIES JOUT-NASDAQ | 2019 Annual Report | 35 JOUT-NASDAQ | 2019 Annual Report | 35 A L E G AC Y O F LEADERSHIP For nearly 50 years, Johnson Outdoors has focused our passion for adventure on creating a diverse, unparalleled portfolio of outdoor recreation brands. We’ve seen changes no one could have imagined at the start of it all—shifting global markets, ever- faster industry change, and of course undreamed-of technology advances. As a dynamic family of adventurers, we know how to manage change. Today we shape our strategy around five key drivers: CONSUMER UNDERSTANDING AND INSIGHTS SUSTAINED INNOVATION LEADERSHIP NEW SOURCES FOR MARKET GROWTH ACCELERATED DIGITAL SOPHISTICATION EVOLVING ECOMMERCE Our multi-generational legacy makes Johnson Outdoors unique. Our people, and their knowledge and dedication to creating the best outdoor experiences, make us successful. The result is a portfolio built to last, and to keep Johnson Outdoors first. 36 | JOUT-NASDAQ | 2019 Annual Report  JOUT-NASDAQ | 2018 Annual Report | 37 BY ADVENTURERS MEGAN Human Resources Bringing in the Next Generation My dad is a scuba diver, and he encouraged me to get certified when I was 16. I did many dives with him in the Bahamas. One dive was also with my uncle and my cousin, who’s close to my age. We were kind of goofing around under the water, and our dads nudged us to look over—and across the way was a six-foot hammerhead shark. Probably now I would be terrified, but at 16, it was just a really cool moment to share with my family. Now I spend time outdoors with my children. We fish the ponds at my grandparents’ cabin in Northern Wisconsin. Teaching my oldest son to fish, and watching him catch his first fish, has been really special. MEGAN PREPARING FOR A DIVE 38 | JOUT-NASDAQ | 2019 Annual Report 38 | JOUT-NASDAQ | 2019 Annual Report OUTDOOR STORIES JOUT-NASDAQ | 2019 Annual Report | 39 JOUT-NASDAQ | 2019 Annual Report | 39 MANAGEMENT PERSPECTIVE NEW PRODUCTS DRIVE HIGHER SALES AND EARNINGS FOR FY2019 Fishing Continues Profitable Growth Trajectory Continued favorable response to new products helped drive higher sales and earnings this year for Johnson Outdoors, including positive results in the industry’s seasonally slow fourth quarter. Total company revenue grew 3 percent to compared favorably to the prior fiscal year’s $63.0 million. Net income improved to $51.4 million, or $5.11 per diluted share, a 26.4 percent improvement over $40.7 million, or $4.05 per diluted share, in the last fiscal year. $562.4 million, versus fiscal 2018 revenue of $544.3 million. Operating profit of $63.8 million Fishing continued its profitable growth, with demand for new products and technologies FY2019 Financial Highlights • Sustained momentum in Fishing • Improved performance in Camping • Enhanced digital and ecommerce capacity • Effective tariff mitigation • Stable gross margins • Strong cash flow • Increased quarterly dividend to shareholders 40 | JOUT-NASDAQ | 2019 Annual Report 40 | JOUT-NASDAQ | 2019 Annual Report in Minn Kota® and Humminbird® powering a our technology and market leadership— 5 percent increase in sales. With the improved and, most important, to provide the performance of our Camping brands, this next generation of outdoor consumers brought the year to a strong finish. with the best outdoor recreation Looking ahead, we expect continued moderate sales growth for 2020. We will continue to invest in our five strategic drivers—consumer understanding, sustained innovation leadership, new paths to market growth, accelerated digital sophistication and ecommerce—to provide long-term sustainable growth in an increasingly competitive marketplace. experiences possible. Helen P. Johnson-Leipold Chairman & Chief Executive Officer Our balance sheet is strong, and our healthy cash position enables us to sustain David W. Johnson Vice President & Chief Financial Officer Operating Results* Net sales Gross profit Operating profit Net income Diluted earnings per common share Diluted average common shares outstanding Capitalization Total debt Shareholders’ equity Total debt to total capital * $ Thousands, except per-share amount 2017 2018 2019 $ 490,565 $ 544,268 $ 562,419 210,940 241,860 249,756 45,591 35,157 $3.51 9,920 2017 — 243,004 0% 63,021 40,669 $4.05 9,996 2018 — 63,744 51,413 $5.11 10,021 2019 — 279,197 324,534 0% 0% JOUT-NASDAQ | 2019 Annual Report | 41 JOUT-NASDAQ | 2019 Annual Report | 41 JOUT-NASDAQ 2019 BUSINESS PERFORMANCE FISHING DIVING $412.1 M $76.3 M FY2019 NET SALES FY2019 NET SALES Demand for new products and advanced technologies from Minn Kota® and Humminbird® powered a 5 percent increase in Fishing sales, with momentum carrying into the seasonally slow fourth quarter. Humminbird had a great year, driven primarily by continued demand and excitement for MEGA Imaging™, particularly in the Helix® fish finder series. Connectivity between Minn Kota and Humminbird was another driver of this success. Our One-Boat Network® platform enhances the ease and fun for anglers by enabling Minn Kota and Humminbird products to work together. We continue to invest in building upon our knowledge of fishing and anglers, coupled with our technical know-how, to meet consumers’ high expectations. Positive momentum continued throughout fiscal 2019 in our North American business. The European market was flat, and Asia declined, primarily due to political unrest in Hong Kong. Gains were driven by our emphasis on digital marketing, resulting in positive trends in retail and ecommerce sales. Our digital efforts, along with sustained innovation and continued simplification of our business model, will ensure SCUBAPRO® remains the world’s most trusted dive brand. 42 | JOUT-NASDAQ | 2019 Annual Report Outstanding Brands Minn Kota® | Fishing Motors Minn Kota® | Shallow Water Anchors Humminbird® | Fish Finders Humminbird® | Digital Maps Eureka!® | Family Tents Jetboil® | Personal Cooking Systems Old Town® | Canoes & Kayaks Old Town® | Fishing Craft Ocean Kayak® | Kayaks SCUBAPRO® | Diving Gear SCUBAPRO® | Regulators & Computers WATERCRAFT RECREATION CAMPING & HIKING $33.5 M $40.4 M FY2019 NET SALES FY2019 NET SALES Our Watercraft Recreation business continues to face challenging marketplace dynamics, and that’s why our investment in innovation and technology is key to positioning our brands for future success. The fishing kayak segment continues to grow, and we’re gaining share in this segment with innovations like the Old Town® Topwater pedal-powered fishing kayak. More work and more time are necessary to strengthen innovation and capitalize on opportunities for long-term growth of our watercraft recreation brands. Camping benefitted from continued growth in Jetboil® and improved performance in military tent sales. With participation in camping strong and growing among the next generation, a deep understanding of what consumers want in a camping experience is critical. Jetboil, the technology leader in portable outdoor cooking systems, continues to grow, giving us a strong position with the new, emerging group of tech-savvy, outdoor enthusiasts. Looking ahead, we will continue to invest in consumer-insight-driven innovation and enhanced digital marketing and ecommerce to engage even more with our target camping consumer. JOUT-NASDAQ | 2019 Annual Report | 43 EXECUTIVE TEAM LEADERSHIP Our executive team gives us an edge with their experience and capabilities. TOP CENTER BOTTOM Helen P. Johnson-Leipold Chairman and CEO David W. Johnson Vice President and CFO Larry Baab Group Vice President, Camping and Watercraft John Moon Vice President and Chief Information Officer Judy Douglas Group Vice President, Fishing Karen James Vice President, Global Operations Khalaf M. Khalaf Vice President, General Counsel and Corporate Secretary Patricia Penman Vice President, Marketing Services and Global Communication Joe Stella Group Vice President, Global Diving Sara Vidian Vice President, Human Resources 44 | JOUT-NASDAQ | 2019 Annual Report 44 | JOUT-NASDAQ | 2019 Annual Report  JOUT-NASDAQ | 2019 Annual Report | 45 JOUT-NASDAQ | 2019 Annual Report | 45 BOARD OF DIRECTORS GOVERNANCE Our board of directors offers vital business acumen and experience. Helen P. Johnson-Leipold, Johnson Outdoors chairman and CEO, leads with skills in strategic planning, global operations, strategic marketing and branding, drawing on deep knowledge of the company and its industry. She served as a marketing executive with S.C. Johnson and Foote, Cone & Belding. Ms. Johnson-Leipold is chairman and director of Johnson Bank and Johnson Financial Group, Inc.; director of S.C. Johnson; and chairman, The Johnson Foundation at Wingspread. Thomas F. Pyle, Jr., Johnson Outdoors vice chairman, brings extensive managerial, transactional, operational and financial expertise to the role. Currently chairman, The Pyle Group, and non-executive chairman of Uniek, Inc., Mr. Pyle is former owner, chairman and CEO of Rayovac Corporation. He serves as director of Sub-Zero Wolf, Inc.; and emeritus trustee of Wisconsin Alumni Research Foundation and other leading research institutions. Kathy Button Bell is senior vice president and chief marketing officer of Emerson Electric Co., a $25 billion manufacturing conglomerate. In 2016, she was appointed to Emerson’s Office of the Chief Executive. A renowned branding strategist with expertise in global marketing, digital strategy and market research, she has served in lead marketing roles with recreational giants Converse, Inc. and Wilson Sporting Goods. Ms. Button Bell is past director of Sally Beauty Holdings and past chairwoman, Business Marketing Association. John M. Fahey, Jr., non-executive chairman of the board of directors of Time, Inc., from June 28, 2017 to April 2018, and retired chairman and CEO of the National Geographic Society, is knowledgeable in key Johnson Outdoors markets and outdoor leisure, travel and recreational industries. He brings skills in leadership, strategic planning, international business and enterprise risk management. Mr. Fahey is also a director of Lindblad Expeditions Holdings and a regent of the Smithsonian Institution. 46 | JOUT-NASDAQ | 2019 Annual Report Edward F. Lang, senior vice president and CFO of the NFL’s New Orleans Saints and the NBA’s New Orleans Pelicans, provides insight in leisure industries and consumer products as well as broad experience in corporate finance, operations and enterprise risk management. He previously served with the NHL’s Nashville Predators for 13 years, most recently as president of business operations and alternate governor. Terry E. London, past CEO and interim president of Pier 1 Imports, chairman of the Pier 1 Imports, Inc. board of directors, and former chairman of London Broadcasting Company LP and LBK Entertainment Holdings, provides insight on a broad range of corporate management and financial matters. Mr. London has been involved with the outdoor industry for more than 20 years. William “Bill” D. Perez, founder of FamGen consultants for family- owned businesses, brings extensive experience in corporate transactions, international business, operations and manufacturing, finance, strategy and brand marketing. He was president and CEO for the Wm. Wrigley Jr. Company; Nike, Inc; and S.C. Johnson, where he spent 34 years. He is on the boards of Northwestern Memorial Hospital, Johnson & Johnson, and Whirlpool Corporation, a Presidential Counselor at Cornell University and a Director’s Circle member for The Chicago Council on Global Affairs. Richard “Casey” Sheahan, CEO of Simms Fishing Products LLC, brings proven knowledge, expertise and leadership in management, marketing and sustainable business practices in the outdoor industry. Former president of Keen Footwear and former president and CEO of Patagonia, Inc. and Lost Arrow Corporation, Mr. Sheahan also held senior leadership and marketing positions at Kelty, Inc., Wolverine Worldwide, Inc., Merrell Outdoor Division and Nike, Inc. A lifelong outdoor enthusiast, Mr. Sheahan has served on the board of the Outdoor Industry Association. Edward Stevens, founder and CEO of Preciate, Inc., a software-based workplace recognition and feedback solution, and past strategic board advisor and previous CEO for KIBO Software, Inc., brings extensive experience in digital strategy, ecommerce, and omni-channel distribution, along with his international business strategy skills. Prior to his role at KIBO Software, Inc., he was founder and CEO of Shopatron. He is also chairman of the board for Demand Q, a software-based peak demand energy solution. JOUT-NASDAQ | 2019 Annual Report | 47 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 2019 Form 10-K for a discussion of uncertainties and risks associated with these statements. www.JohnsonOutdoors.com © 2019 Johnson Outdoors Inc. Publisher: Patricia Penman Vice President, Marketing Services and Global Communication Johnson Outdoors Inc. Editor-In-Chief: Allison Kitzerow Corporate Secretary Johnson Outdoors Inc. • 555 Main Street Racine, WI USA • 53403-1015 For more information, contact: Johnson Outdoors Inc. Patricia Penman Vice President, Marketing Services and Global Communication 262-631-6600 • patricia.penman@johnsonoutdoors.com Design: Lynne and Gil Leigh, Modern Media www.modernmediausa.com To contact the Board of Directors, visit: https://www.johnsonoutdoors.com/contact-us Editor: Mary Jo Thome Production Coordinator: Amy Helvick 48 | JOUT-NASDAQ | 2019 Annual Report J O H N S O N O U T D O O R S . C O M 

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