| Valuation method | Value, $ | Upside, % |
|---|---|---|
| Artificial intelligence (AI) | 56.81 | 25 |
| Intrinsic value (DCF) | 12.84 | -72 |
| Graham-Dodd Method | 12.65 | -72 |
| Graham Formula | 5.21 | -89 |
Johnson Outdoors Inc. (NASDAQ: JOUT) is a leading designer, manufacturer, and marketer of seasonal and outdoor recreational products, catering to fishing, camping, watercraft recreation, and diving enthusiasts worldwide. Headquartered in Racine, Wisconsin, the company operates through four key segments: Fishing (Minn Kota, Humminbird, Cannon), Camping (Eureka!, Jetboil), Watercraft Recreation (Ocean Kayak, Old Town, Carlisle), and Diving (SCUBAPRO). With a diversified portfolio of premium brands, Johnson Outdoors serves a broad customer base through specialty retailers, e-commerce, and OEM partnerships. The company’s strong brand equity and innovation-driven approach position it well in the $800B+ global outdoor recreation industry. Despite cyclical demand, JOUT maintains a niche leadership in fishing tech (sonar, GPS, trolling motors) and diving equipment, supported by a vertically integrated supply chain and direct-to-consumer digital sales channels. Its focus on high-margin, durable outdoor gear aligns with long-term consumer trends favoring experiential spending.
Johnson Outdoors presents a mixed investment profile. Positives include its strong brand portfolio (SCUBAPRO, Minn Kota), debt-light balance sheet ($145M cash vs. $49M debt), and consistent dividend (current yield ~2.5%). However, FY2024 challenges are evident with a net loss of -$26.5M (EPS -$2.60) due to soft demand in camping/watercraft segments and inflationary cost pressures. The stock’s low beta (0.73) suggests defensive characteristics, but reliance on discretionary spending exposes it to economic downturns. Catalysts include product innovation in fishing tech and e-commerce expansion, while risks include inventory overhang and weather-dependent seasonality. Valuation appears reasonable at 0.45x revenue, but margin recovery is key for rerating.
Johnson Outdoors competes via technological differentiation (e.g., Humminbird’s CHIRP sonar, Minn Kota’s Spot-Lock trolling) and brand legacy (SCUBAPRO’s 60+ years in diving). In fishing, it holds ~30% share in US trolling motors (vs. Garmin’s Force) but lacks Garmin’s (GRMN) integrated ecosystem. The Camping segment faces stiff competition from Yeti (YETI) in durable gear and Coleman (Newell Brands - NWL) in mass-market tents. Watercraft Recreation competes with Pelican International (private) in kayaks, where JOUT’s Old Town brand commands premium pricing for fishing kayaks. Diving remains a standout with SCUBAPRO’s professional-grade reputation against Aqualung (private) and Mares (owned by Head NV). JOUT’s vertical integration (in-house manufacturing for key components) provides cost control but limits scalability versus outsourcing peers. Distribution is a weakness—reliance on specialty retailers (vs. direct DTC like Yeti) creates margin pressure. Innovation cycles (e.g., GPS-enabled trolling motors) are critical to maintain share against tech-forward rivals like Garmin.