About Us

More than forty years ago, back in 1978, Johnny Morris and his father John A. Morris came up with an idea to produce the first completely-outfitted fishing boat package in the world; something the fishing community had not seen before. From that idea, Bass Pro Shops® introduced the original BASS TRACKER® aluminum fishing boat with high hopes.

As with the selection of every item featured in the Bass Pro Shops catalog, the most important consideration was quality.

When Bass Pro Shops decided to market a boat, we visited boat shows and builders across the nation to develop the finest boat possible. While keeping anglers and their needs in mind, it took more than two years to develop the first BASS TRACKER. Simultaneously, Bass Pro Shops was the first major builder to build a trailer to match one specific boat. Johnny and his dad pioneered the “total package” concept, selecting or developing the best components. Only when the BASS TRACKER package—boat, trailer, outboard motor, fishfinder and trolling motor—was in line with Bass Pro Shops’ commitment to quality, innovation and performance, did we concentrate on achieving the lowest possible selling price.

Today, White River Marine Group owns and manufactures TRACKER Boats as a part of a larger family of quality boat brands. Our commitments are the same from that very first BASS TRACKER. We don’t cut corners to achieve lower prices—we use volume to help reduce costs. Our Mercury® outboards are a good example. We buy them just like Bass Pro Shops buys tackle boxes—by the semi-truck load, delivered directly from the manufacturer’s plant to our plant.

Today, the company operates nine state-of-the-art plants right here in the Ozarks. By being the manufacturer and the seller, we are able to maintain superior quality standards while reducing costs. In effect, you’re buying factory-direct from the world’s largest manufacturer of boats. By eliminating middle-man expense and by streamlining operations, we deliver our boats directly to anglers for less money than competitors charge their dealers.