SPRINGFIELD, Mo. — It might have seemed counterintuitive to select a non-angler to lead B.A.S.S., but Bruce Akin learned all the knots, grabbed the wheel, navigated through rough waters and, without any backlashes, landed some big’uns.
Akin, 63, retired Sept. 30 after 10 years as CEO, leaving the organization with a full livewell and sunny horizons. Akin’s last function was attending the 2021 Bass Fishing Hall of Fame banquet, where he witnessed inductions of longtime B.A.S.S. tournament director Trip Weldon and conservation director Gene Gilliland. (The Daily Limit will tackle their stories at a later date).
It was to be a relaxing final day in the glorious settings of Johnny Morris’ Wonders of Wildlife with food, drink and friends. The eventful night offered Akin a surprise when BFHOF board member Dave Precht presented Akin with the fourth-ever Meritorious Service Award.
“He didn’t just help grow the sport, he helped grow engagement of the sport,” said Precht, former Bassmaster Magazine editor.
There were plenty of glowing words for the unassuming, soft-talking Alabaman known for intelligence, humility and humor. (See What they’re saying about Bruce Akin).
“I’m not the fastest person in the world. I go slow and steady. I kind of sit back and assess things,” Akin said. “There’s a tendency in this industry to react quickly and think you have to react to everything. You don’t. Some things you let play out. We’ve certainly had our challenges, especially the last few years.”
Quick reaction was required with the COVID-19 pandemic, and Akin’s leadership skills and decision-making were tested daily. Slated to retire last year, Akin stayed on to see the organization through the trying times. Shutdowns began the week after the 50th Bassmaster Classic, and against all odds, B.A.S.S. held its full slate of tournaments in 2020.
“One of the proudest things is getting through last year with the pandemic and finishing the season. I think that was quite a feat,” he said. “We got lucky on the Classic getting in. A week later it probably wouldn’t have happened. I’m proud of the team pulling together and working remotely, do whatever we had to do to get that in, for the anglers, fans and the sponsors.”
It led to TV exposure on ESPN, which helped cultivate a monumental four-year deal to air Bassmaster LIVE on FOX Sports networks. Through all the successes, Akin made it a point to say it was a team effort. And he almost didn’t make the team.
Akin was hired in 2011, after Don Logan, Jerry McKinnis and Jim Copeland purchased B.A.S.S. from ESPN. Akin was Logan’s nominee from their 24 years together at Time Inc., but not being ingrained in the fishing world was a sticking point at first.
“I had to do some convincing to Jerry because I didn’t fish, but Jim Copeland, because we had that accounting background, we hit it off,” Akin said. “They decided it’d be easier to teach me how to fish then to teach somebody else to run the business.”
Akin had a list to tackle at takeoff. First was learning the business of the fishing world and its components, all the while overseeing a move from Celebration, Fla., to Birmingham, Ala., with frequent visits to the TV production arm of JM Associates in Little Rock.
“We needed to get everybody to work together as one entity, as one team, pull it all together and provide the leadership, get healthier than it was,” Akin said. “There was a lot to do coming out of ESPN. We had to build a website, all the accounting systems and billing, what I call the back office.
“We had to kind of build our own culture, and part of that was getting back to being grassroots membership, because under ESPN it was more about the show and the events, which is still very important, but it was almost a sole focus on it. Simplify some things. Some things we were still doing the ESPN way, and some we couldn’t afford to do it the ESPN way.”
There was streamlining of management as well as payouts to anglers. Putting the right sales force and marketing teams in place was critical. Their mission was to go out and show companies how the already sound content teams could help their anglers and make everything go round for them. Akin also put himself in that mix, meeting with clients and winning them over.
“They didn’t know me,” he said. “You have to establish those relationships with sponsors and let them know we’re there to help them sell more product. That’s what they’re in it for. We started a lot of good things to help them. The events got better, the attendance got better and the more people to see their product, the better it works for everybody.”
Akin followed McKinnis’ dream to have bass fishing on television alongside major sports. It began to take shape under his watch when Bassmaster LIVE debuted at the 2015 Bassmaster Classic on Lake Hartwell.
“It took real teamwork to make that happen, and it keeps growing,” Akin said. “It’s really just working hard as a team. I would say that no one can personally make all this happen by themselves. Keeping the team working toward the same goals is important.”
The pandemic opened the door for Bassmaster LIVE to air on ESPN2 much of the 2020 season, and great viewership numbers made B.A.S.S. management hold out for network coverage as it negotiated a new TV contract before 2021.
“What we did (on ESPN) really kind of opened our eyes and opened the door of what live linear television can be, and that led to the FOX deal,” Akin said. “That’s a biggie, but again it was a team effort.”
Akin said several other accomplishments stand out for him.
“One thing I’m most proud of is the youth, the college and high school programs and how they’ve grown, even down to the middle school level. It’s just exploded,” said Akin, adding that introducing kayak tournaments also has helped reach new consumers.
There was a major occurrence that required all of Akin’s patience and business savvy. Instead of a kneejerk reaction, he assessed the situation and managed the best path to keep B.A.S.S. moving forward.
“I think one of the biggies is overcoming the defection, the split with Major League Fishing,” Akin said. “We had the departure of all these name brands, and I’m proud of the way we’ve rebuilt, built new stars. The way we kept going and said, ‘Hey, we are B.A.S.S. We are the shield, and we’re going to continue to be the leaders in the sport,’ without pumping our chest.
“I think the whole team really pulled together and competed. Looking back 3 years, we’ve definitely held our own and grown. As I like to say, don’t look in the rearview mirror, just keep going, keep our eyes focused on what we’ve got to do, and what we can do and what we can control and the rest will work out.”
What lies ahead for Akin is unknown. There have been going-away parties held in his honor, with many attendees grateful for his friendship and mentorship, but most misty eyed to see him depart.
“I’ve enjoyed the industry,” said Akin, who’s networked as a board member of the American Sportfishing Association. “I think what I’ll miss most is the people, the people at B.A.S.S., JM, our anglers, customers, our fans, people in the industry in general. You don’t run into a lot of bad apples.
“I had 10 good years here. I’m sure my wife isn’t going to let me sit around. I’ll have to get out and do something, stay active. A few things around here, different arenas, but haven’t really landed any specific thing. I’ll kind of just take my time looking at different opportunities and then plan on something and get going again in January, but nothing as full time as this. Might dabble in a few things, do some consulting.”
His boat may pass by again, and it seems a certainty he’ll land a few more big fish.