Driven to Excel in All Markets

In 2009, Johnson Outdoors embarked on a strategic transformation to help ensure sustained profitable growth and greater resilience to fluctuations in the economy. Our tightly focused efforts have already significantly reduced our cost structure with declines in operating costs, working capital and spending, even as we outperformed our competitors in a very challenging year for the outdoor recreation industry.

This report shows how we plan to continue improving our performance. Johnson Outdoors possesses core strengths unmatched in the industry—and our new, higher-profit business model makes the most of these strengths to deliver success in all markets.

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