Marcus Lemonis Re-Brands Gander Mountain as “Gander Outdoors”

Gander Outdoors

Gander Mountain was recently purchased by Camping World Holdings (aka “Camping World) at auction. The CEO, Marcus Lemonis, is not only going to re-brand the remaining stores as “Gander Outdoors,” but he is soliciting Twitter for a new logo.

The vocal CEO is giving daily updates on Twitter as to which stores are going to be staying and which ones are getting the axe!

A fairly young CEO at 43 years old, Marcus Lemonis may be a dearly needed injection of youth and vitality that Gander Outdoors needs to survive. The retail firearms market has gotten significantly softer and weaker following Donald Trump’s election as president. Many large companies have fallen by the wayside due to an inability to be agile to the market’s demands.

Some people have questioned Marcus Lemonis as to why he would change the name of Gander Mountain in the first place?…

He had a pretty blunt response as to why he is re-branding the company.

The fact that Gander Mountain went bankrupt is pretty compelling for changes to be made; name included.

For now, Marcus Lemonis is taking the acquisition of the company, and his decision as to what stores he will retain, day-by-day. Mainly, he is ironing out contracts and details with the landlords of current stores. Deciding what is reasonable, feasible and profitable for Camping World to keep open.



Hello everyone! The outdoors, Crossfit, and anything firearm related have always been my passions. I’ve been a guest writer for Sierra Bullets, am a Smith & Wesson Armorer, reloader, and have an addiction to classic S&W and Colt revolvers. Be sure to visit TFB frequently and keep your magazines full, my friends!


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  • Big Daddy

    As soon as I walked in the new Gander Mountain in my area and saw the prices which were twice what I pay anywhere else I knew. My first thought was “this place is going out of business.” They were selling used firearms at a price more than a new one from a store less than a mile away. The store was empty, the parking lot was empty and hardly anybody worked there. A box of 40 rounds of 7.62×39 was $11 at my local Walmart but $24 at Gander Mountain, plus there’s tax here in Texas. The same goes for everything else there, how can you possibly stay in business like that?

    • 22winmag

      I ask myself that all the time when I walk into Bass Pro Shops and Dick’s although it’s been a long time since I’ve walked into either.

      • lfjsdljflsdj

        Bass Pro is even worse than GM, from what I see.

        • Matt Fulghum

          Gander had at least _some_ nice stuff in the store; the other big-box retailers around here seem to be in a race to the bottom with regard to the quality of the products they carry.

          Their pricing on outdoor gear was actually pretty reasonable too; there was a small premium, but honestly, I didn’t mind paying a little extra to be able to put hands on some of that stuff. When you’re buying backpacking gear, you need to be able to get a real feel for how much things weigh, and how bulky they are.

          Their gun pricing, at the local store, was odd. New guns, by and large, weren’t too far out of line with other retailers. I actually bought a Sig P320 and SW M&P15-22 from them. The 320 was within $30 of the online guys, and they actually had one in stock. Their used stock, on the other hand, was absurd. The guys behind the counter were embarrassed by that, and generally encouraged people not to buy used guns there.

        • Anonymoose

          As long as they don’t drag Cabela’s down I don’t care.

  • The Dude

    Should have rebranded it as closed.

    • Juggernaut

      sometimes these guys’ egos blind them to reality

  • Slab Rankle

    I think it’s been shown that the business model of gigantic, expensive showcase stores doesn’t work in this market. Explosive, unsustainable growth. Too expensive. Ignorant, unhelpful staff. Their bubble burst. Everyone knows this.

    I wrote off Gander Mountain after the salesman told me “I can’t remove the trigger lock.” That’s no way to run a gun shop.

    Oddly enough, ammo prices in the Harrisburg store are pretty competitive, and they have a lot of it. It’s a nice store, apart from the aforementioned trigger lock policy.

    • M.M.D.C.

      I was treated to a lecture by one of the rudest gun counter jockeys I have ever met at a GM store in my area (currently slated to be closed). Dude cut me off in mid sentence, talked down to me and was wrong to boot.

      The ONLY reason I went there was because they had plenty of 22 ammo.

      • Marc

        I had a GM employee tell me steel cased 7.62×39 was no good; it was wearing out extractors in AK’s. Never mind that the AK was designed to use steel ammo.

        • RSG

          Well, to be fair- steel cased ammo wasn’t designed to be run in some of these newer American AKs because they’re essentially garbage.

    • Doron Epstein

      Correction: It was the Bass Pro Shop in Harrisburg that I was talking about.

      Need coffee.

  • Sledgecrowbar

    So by his logic, everyone will forget that this chain went bankrupt because he’s changing the sign on the front of the building?

    • RSG

      I’m sure he’s changing pricing as well as customer service capabilities. If he wants to stay in business.

    • sklhjsdjklf

      The name is but a small portion of the changes to be made.

  • RSG

    Logo? I’d suggest a smoking AR lording over a dead donkey.

  • Jon Kann

    The firearm pricing structure needs to change more than the name if they hope to be successful. GM was/is completely unrealistic on what a firearm can be sold for.

    • USMC03Vet

      Retail needs to change. Long gone are the days of poor selection being acceptable and poorly informed consumers.That is why retail is failing. Much more information for consumers means retail has to diversify more into service and price competitively because they now have to compete nationally not just locally.

    • bjensen

      I once sold a firearm to Gander, they gave me far more then any other chain or lgs offered, and was on par with what it would have sold for to a private party, I do agree however their prices are (were) ridiculous, with their “sale” prices on firearms typically ending up at a point other shops normally sold for….though on other items they did occasionally have good sales………..occasionally

  • A.WChuck

    Why does he not just call them Camping World Sports? Anything Gander related is tainted and should be eliminated, IMO.
    For the record, I was never treated poorly at GM and it was only pricing that kept me from shopping there often. My worst experiences have always been at LGS where if you are not one of their buddies, you get cr*p service.

    • HR Pufnstuf

      You mean you found somebody in there to wait on you?

  • Oregon213

    Is it just me, or is his offer of “25K” concernedly vague.

    I feel like if I won, I would end up with 25,000 earwigs or something, definitely not dollars.

    • spencer60

      You had to go with earwigs huh?

  • Will

    Hesse a new logo idea. $$$$$
    Their prices are outrageous. Gander Mountain’s “Sale” items are BARELY less than Cabela’s and BassPro’s retail prices.

    • jimmy craked corn

      I keep hearing this from almost everyone. People need to visit the one by me. They have those stores beat by 15% to 20%. I am thinking every store has different sale prices. I was able to pick up a brand new Ruger American handgun in 9mm for under $400. I should say $426,18 with taxes and fees.

      • Pumpkin King XXIII

        I stoped in the 1 in Tyler, mesquite, lewisville and Arlington. They jacked up the prices to more than msrp and then discounted them. The guns are 5% off. Fishing is 10 to 15% off over msrp with limited lures being 20% off. 30% off clothing.
        No deals but a lot of morons buying think they are getting a deal, even though theyare not.

        • jimmy craked corn

          I agree also agree with you on that. A few friends have shopped at other stores and the prices are higher than the one by me. The only reason I bought it was it was deal. I has no intentions of walking out with a handgun. The Waukesha WI store I went to had good deals on firearms and safes. I had a friend go to the Janesville WI store and it just like you are saying. I wonder if they are giving individual stores more say in the prices.

          • SNuss

            Lemonis has nothing to do with the merchandise pricing. A liquidation group owns, and is selling, the merchandise. Lemonis has the rights to the name, the leases, and the real estate, nothing else.

        • BraveNewWhirled

          Kind of like Sprawl-Mart.

    • 2ThinkN_Do2

      Bass Pro is no bargain store either. Having shopped all 3 for many years, Cabela’s was generally the winner. Bass Pro was better about 6 years back, but has been going up faster than Cabela’s. Even Gander had some deals going back about 9 years, but as the other two grew, so too did the Gander pricing.

  • iksnilol

    WHO HATH GIVEN UNLIFE TO THIS VILE BEAST!? WHO IS RESPONSIBLE FOR SUCH AN ABOMINATION!?

    • SPQR9

      So you would submit a logo with the Mark of the Beast?

      • iksnilol

        Why’d you think it’s called Gander Mountain? It’s the mountain from which satan takes a gander at us sinner’s souls.

      • Allen Thomas

        Religion is for the weak minded.

  • Raptor Fred
    • Klaus Von Schmitto

      Awesome! But don’t plan on spending the 25 grand just yet.

  • Klaus Von Schmitto

    The “newish” store in Tampa was utterly doomed from the get go. I went in to get some stuff for turkey season and the selection was complete crapola. I did check out the guns and found one I was interested in, used. It was beat to crap and they actually wanted just a few (25~40?) dollars short of MSRP for it. They sure didn’t seem surprised when I told them no thanks.

  • Anonymoose

    This is the same Camping World that sells RVs, right? They’ll probably be able to make this work. RVs and boats are moneypits that could even stabilize a floundering gunshop. I’m sure this will work out good for everyone involved.

  • Edeco

    Hunnert-eighty dollars for a store-brand rifle case. Could almost get a Pelican.

  • ironked

    Everyone and his brother has a Gander Mountain bad experience story. Even if it is just the dumb pricing structure and clothing brands you can get anywhere. Be that as it may, GM is gone. I agree with some that the Gander name is tarnished and ought to be retired. Substituting Outdoors for Mountain isn’t rebranding in my book. In a way they need to downsize and become something like a more competitive REI or EMS with guns. GM lacked any of the diversity of outdoor gear that the new Cabelas here has. GM had the back 1/3 mediocre to meh priced firearm related. The front half overpriced hipster hunting clothing, and a tiny section for fishermen. Mostly it was a clothing store masquerading as a hunting store. Cabelas has a small clothing and shoes section. Most is pretty reasonable. A quarter of the store is firearm related. The rest is camping, fishing, boating, archery, game prep and camping. More gadgets and gear. There are no Camping World stores around here. Am I correct to think that it’s less actual camping (tents and hiking) and more RV World? I would think that diversifying the CW brand to include wider interests would be the model.

  • Realist

    A sugar coated turd is still a turd…no matter how much sugar you use.

    • BraveNewWhirled

      Yes but you can lick it until you get to the part without the sugar.

      • CountryBoy

        Uh, I’ll just wipe it off with a cloth. No licking it for me.

        That kind of thing will garner you a new nickname!

  • Dances With Felines

    Camping World? How about Firearms World.

  • jerry young

    I’d rather Bass pro to have bought Gander Mountain and just turn the stores into Bass pro shops.

  • chris

    the new logo should be a duck taking a dump while flying above the word “MSRP”

  • Secundius

    If the name “Gander Mountain” didn’t attract customers, what makes you think changing the name to “Gander Outdoors” will…

  • 2ThinkN_Do2

    Sad to see them go the way, that many childhood brands have. Camping World . . . who are they?

  • Alex Yamach

    I gotta agree with what the folks have already stated here – WTH is with the “Gander Outdoors”?

    Does anyone want to take a trans-Atlantic voyage on an ocean liner “Titanic II”? Didn’t think so.

    Maybe renaming the remaining GM stores as “Camping World” wouldn’t be much better. I’ve never been in one, and the brand name doesn’t mean anything to me.

    My business partner in Florida tells me that they saved the GM store near him at the last minute, probably because it has a huge “Training Academy” with live fire & virtual shooting ranges. That’s nice, but if they can’t figure out a way to become competitive with the newly opened Academy Sports store about 300 yards away, sounds like just a temporary stay of execution….

    Academy, BTW, is a bit overrated to me, and I wasn’t overly impressed with most of their prices. Just goes to show you how screwed GM was with their business model.

  • Alex Yamach

    Ya know, you may have hit on something…..

    Walmart should have bought GM, and shifted most of their gun & outdoor gear from their stores to GM. With Walmart’s experience with running large stores and their buying power, they could have lowered overall prices 10 – 20%, and that would have made them pretty danged competitive.

    Amazon? Pizz on them – I avoid using them as much as I can, considering that its little weasel CEO bent on world domination is hyper-focused on a soft coup of our government. Let the lil’ bastard find his financing from someone else.

  • bobk90

    He should use “Outdoors World” to tie in with Camping World…

    • SNuss

      Get the rights to use “Outdoor Man” as the name, and hire Tim Allen as their spokesman. That ought to tick off ABC, and draw massive crowds to the stores.

  • Scot168

    We’ve had a Gander Mountain here for years and all the times I have been in it I think I have bought a can of spray lube. The prices for their guns and bullets I could beat by driving down the street to a local dealer who has been in business here over 40 years and has a indoor shooting range to boot.

  • randy

    gander family outdoors

  • randy

    guys i live out west i love this store we dont have one

  • JamesDrouin

    Why in the ‘world’ would Mr. Lemonis keep ANY reminder of Gander Mountain in the new name, literally, why … it’s not as if he bought a hugely successful company or that there’s a highly positive association with the store name, is there???

  • Donald Darr