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Johnnys values were strongly shaped by his parents. Both were born in 1911 to very humble beginnings in the heart of the Ozarks in Willard Missouri. His mother Genny was one of 10 children growing up in a two-bedroom house. His father John A. Morris grew up poor and was raised primarily by his Great Aunt. A decorated World War II veteran he proudly served his country and participated in the Battle of the Bulge. Afterward he returned home to Missouri and became a successful merchant in the Springfield area.Johnnys parents both loved to hunt and fish and soon shared their passions with their son. From an early age Johnny understood how fishing and hunting fostered a special respect and appreciation for nature and wildlife.At age 21 Johnny fell in love with the emerging sport of bass fishing and spent five years on the professional circuit. After noticing growing interest in the sport Johnny started Bass Pro Shops with 8 square feet of space in the back of his fathers liquor store in Springfield Missouri the companys sole location for the first 13 years of business. Johnnys passion for the outdoors and his feel for the products and shopping experiences desired by outdoor enthusiasts helped transform the industry.