Canoe Country Outfitters
| Company type | Private |
|---|---|
| Industry | Outdoor recreation, Canoe outfitting, Lodging |
| Founded | 1946 in Ely, Minnesota, United States |
| Founder | Bill Rom |
| Headquarters | Ely , United States |
Area served | Boundary Waters Canoe Area Wilderness, Quetico Provincial Park, Superior National Forest |
Key people | Bob Olson Sr. (owner), Mark Olson, Bob Olson Jr., Bruce Olson |
| Products | Canoe rentals and outfitting services, lodging (cabins, bunkhouses, motel rooms) |
Number of employees | ~35 (as of 1975) |
Canoe Country Outfitters was founded in 1946 in Ely, Minnesota to specialize in outfitting canoe expeditions for Quetico Provincial Park, Superior National Forest, and the Boundary Waters Canoe Area Wilderness (BWCAW). The enterprise originated under Bill Rom’s leadership and was transferred in 1975 to Bob Olson Sr., a veteran employee. At various points, CCO has been recognized as potentially the largest canoe outfitter worldwide, operating from two sites: one located in downtown Ely and the other at Moose Lake, approximately 20 miles to the east.
Key figures such as founder Bill Rom earned distinction as both business pioneers and advocates for conservation. Presently, the company services all BWCAW entry points accessible from Ely.
History
Canoe Country Outfitters (CCO) initially launched as Bill Rom's Canoe Country Outfitters in 1946, focusing on outfitting canoe trips within Quetico Provincial Park, Superior National Forest, and BWCAW. By mid-century, CCO had gained recognition as the world’s largest canoe outfitter, managing an inventory of up to 600 canoes during peak periods. A 1976 New York Times feature labeled Bill Rom the "canoe king" in acknowledgment of this scale.
During the 1960s and 1970s, CCO expanded its dominance, with media confirming its position as North America’s leading dealer and outfitter of Grumman canoes. By 1975, the company employed around 35 individuals and maintained a fleet of approximately 500 canoes. Initially the only outfitter in Ely, CCO eventually encountered competition from nearby Border Lakes Outfitters operated by Sigurd Olson.
By 1963, the company had fully transitioned to aluminum canoes to enhance durability and operational efficiency. Bill Rom’s children—Bill Jr., Rebecca, Larry, and Roger—became involved early as guides, supporting business expansion and ensuring continuity.
In the mid-1950s, CCO added lodging services to broaden its offerings. The company also collaborated with authors such as Calvin Rutstrum to bolster its outfitting expertise.
Among notable clients was Lynda Johnson, daughter of President Lyndon B. Johnson, illustrating CCO’s appeal to prominent figures. Media exposure increased through Charles Kuralt’s television program and book that featured CCO’s Moose Lake operation and staff.
Long-serving employees like John Perushek contributed decades of experience to the company’s success. CCO cultivated lasting relationships with customers such as Delbert "Dub" Ehret, who introduced numerous individuals to BWCA trips through the outfitter.
Rebecca Rom’s involvement as a teenage guide highlighted CCO’s dedication to nurturing talent within the family business while elevating its public profile through appearances on shows like "To Tell the Truth."
Bill Rom
Born in 1917 near Ely, Minnesota, Bill Rom established Bill Rom's Canoe Country Outfitters in 1946. After his World War II Navy service, he and his wife Barbara founded the company, which became a significant force in outfitting for the Boundary Waters Canoe Area Wilderness (BWCAW). Inspired by conservationist Sigurd Olson, Rom embraced a strong commitment to wilderness preservation.
Rom authored Canoe Country Wilderness (1987), chronicling his extensive canoe journeys across more than 2,400 lakes within Quetico Provincial Park and BWCAW. His experience as a professional canoe guide from 1959 to 1968 and his record-breaking wilderness expeditions enhanced both his personal reputation and that of the company within outdoor recreation circles.
As an environmental advocate, Rom opposed motorized access and supported noise restrictions on seaplanes within the BWCAW. He provided testimony against logging and mechanized use before legislative bodies, aiding efforts that led to protections for the Superior Roadless Area and helped pass the Boundary Waters Canoe Area Wilderness Act. These initiatives aligned with CCO’s sustainable business philosophy centered on environmental responsibility.
Rom encountered resistance from proponents of motorized recreation who employed intimidation tactics against his enterprise. Nevertheless, he maintained strategic leadership in promoting wilderness preservation as a key factor for regional economic development. According to his daughter, Rom regarded wilderness conservation as Ely’s most sustainable economic foundation.
Bill Rom died in 2008 at age 90, leaving behind a legacy that combined business growth with environmental stewardship. He and Barbara Rom were honored with the Friends of the Boundary Waters Conservation award in 2006. Barbara passed away in 2017 at age 96. The company they created continues to thrive alongside rising BWCAW visitation rates, reflecting their enduring influence on both industry and local economy.
Gerald R. Patterson
Gerald R. Patterson (1926–2016), featured in A Guide's Tale, played a significant role as a guide for Canoe Country Outfitters (CCO). Prior to that, he worked with Sigurd Olson's Border Lakes Outfitting Company and held positions as both a swamper and guide at the Boy Scouts of America Region 10 Canoe Base (currently known as Charles Sommers National Canoe Base) located on Moose Lake.
Bill Magie
Operating out of Moose Lake, Bill Magie served as a canoe trip guide and base manager until his retirement in 1979 at the age of 77. In 1949, he established the Friends of the Wilderness, an organization that eventually evolved into the Friends of the Boundary Waters Wilderness. Throughout his career, Magie guided distinguished guests such as Hubert H. Humphrey, Zsa Zsa Gabor, and Margaret Mead. As one of Minnesota’s earliest pilots certified by Orville Wright, he contributed to launching the initial air mail route between Duluth and Port Arthur (now Thunder Bay). Beginning in 1925, he spent five years collaborating with the U.S. Army Corps of Engineers on surveys that contributed to the creation of the Boundary Waters Canoe Area.
Transfer to the Olsons
In 1975, Rom transferred ownership of Canoe Country Outfitters to Bob Olson Sr., a longtime employee since 1950 with deep familial connections to the enterprise. The Olson family continues to operate CCO today, upholding its strong reputation through dedication to exceptional service quality and continual innovation in equipment—elements credited with driving ongoing growth and solidifying market leadership.
Bob Olson Sr.
Born on February 12, 1933, Bob Olson Sr. joined Canoe Country Outfitters soon after completing high school and assumed management responsibilities in 1964. He acquired the company in 1975 and remains engaged while his sons oversee daily management. Olson’s foundational experience working under Sigurd Olson influenced his business philosophy. His leadership spanned periods before many modern wilderness regulations were enacted, demonstrating a history of adapting to shifting market demands within outdoor recreation.
Operations
Canoe Country Outfitters maintains two primary sites: its main office in downtown Ely, Minnesota, and a second facility located approximately 20 miles east at Moose Lake. The Moose Lake location is strategically positioned as an access point to the Boundary Waters Canoe Area Wilderness (BWCAW) and Quetico Provincial Park, placing CCO at the heart of its core market. This site features cabins, docks, bunkhouses, and a campground, supporting a comprehensive outfitting and lodging business model.
By 1975, CCO operated a rental fleet comprising 500 canoes, highlighting its substantial presence within the regional outdoor recreation sector. The company provides diverse offerings including full-service outfitting, partial and standard packages, ultralight canoe options, tow and livery services, fishing base camps, and campground amenities. Furthermore, CCO generates additional revenue by selling used canoes from its rental inventory.
Complementing its outfitting services are lodging accommodations such as Moose Lake cabins, bunkhouses available at both locations, and motel rooms in Ely. This integrated service approach enhances customer satisfaction and fosters sustained expansion within the competitive wilderness outfitting market.
BWCA and Quetico Access Points
CCO provides outfitting services at various access locations within the BWCA, Quetico, Gunflint Trail, as well as the northern region of Quetico Provincial Park near Atikokan, Ontario.
Leadership and Staff
The company’s founder, Bob Olson Sr., continues to play an active role, while his sons—Mark, Bob Jr., and Bruce—handle the day-to-day management. Mark and Bob Jr. are responsible for overseeing the outfitting operations, whereas Bruce manages the Moose Lake area. The family team is further strengthened by grandson Brian (son of Mark) and daughter-in-law Kathleen (wife of Bob Jr.), who contribute to the family-owned enterprise.