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News about or concerning Sportsmen for Fish and Wildlife.

SFW Names Jon Larson Chief Executive Officer

Jon Larson

North Salt Lake, UT  – Sportsmen for Fish & Wildlife (SFW) has named Jon W. Larson Chief Executive Officer. He will begin immediately overseeing day-to-day operations and management functions for the non-profit wildlife conservation organization.

Larson comes to SFW as a 18-year veteran of the outdoor retail industry. Most recently Cabela’s General Manager at the store in Lehi, Utah, he also spent time in the northwest states as Regional Director for Canada-based Wholesale Sports. Previous to that, Larson was District Manager and Store Manager with Sportsman’s Warehouse. He will be responsible for ensuring the success and growth of SFW and it’s various programs, subsidiaries and ventures.

“This move truly represents one of the most exciting opportunities for me in my career in the outdoors,” Larson said. “SFW has been the premier wildlife conservation organization in the Intermountain states, and I am really looking forward to pursuing every avenue of growth in the coming months and years.”

Larson has maintained a close working relationship with all of the relevant wildlife conservation groups throughout his years in the retail sector. 

“Jon’s experience with wildlife conservation coupled with his proven success in business is what we are most excited about,” said Dave Woodhouse, Chairman of the SFW Board. “Many of us have known and worked with him for many years, and we are confident in his abilities and the passion he brings to the position.”

One thing Jon is most passionate about is fly fishing. Few exude a love and understanding of the science, techniques and nuances of the sport better than he does. As a boy Jon grew up on the Wasatch Front fishing with his grandfather and dad. He learned some of life’s greatest lessons in the outdoors; patience, persistence, knowledge and technique. Jon sees many parallels with fly fishing and leading a successful business.

“A successful fly fisherman has to be knowledgeable, patient and persistent,” he said. “Like in any successful organization, your knowledge of the industry, the team you lead, the details and strategies you hold within the organization all help fine tune and create a better operating structure, a better team of people, and a better organization.”

Jon believes that the future of the outdoors is in the hands of SFW and the many dedicated sportsmen willing to give what is necessary for the benefit of wildlife. He is committed to doing what is right and what is best for future generations. 

More About Jon Larson

Jon Larson

Jon has volunteered his time and services over the years for a variety of programs, including Wounded Warrior, Salem kids fishing day, Utah Foster Care, kids on the move and many more organizations and conservation groups. Jon is head-over-heels in love with, and married for over 20 years to, his best friend, Heather. They have an amazing daughter, “Kate the great”, who is 11. Jon is eager to take on this next level of his career. He has been an asset in the community and looks forward to getting deeply involved in making a difference in many aspects for SFW and the sportsmen this organization serves. Jon is dedicated to preserving our great outdoor heritage for future generations, because he feels ‘if we don’t, who will?’

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Our Mission

"The mission of SFW is to promote the protection and enhancement of wildlife habitat, assist in providing quality wildlife management programs, educating the public about the role hunters play in wildlife conservation, and perpetuating the family tradition of hunting and fishing".