WWW.SHOTBUSINESS.COM
JULY/AUGUST 2026
WINCHESTER SUPREME® LONG RANGE
AMMUNITION FEATURING BC MAX BULLET TECHNOLOGY
PAGE 4
LEADS THE WAY IN THERMAL OPTICS
PAGE 34 NEXT LEVEL : THE BC MAX BULLET PAGE 4
NEW PRODUCTS
FIVE MINUTES WITH: WINCHESTER AMMO STAYS IN FOCUS
FYI: HOW TO HELP WOMEN DEVELOP THE NEEDED SKILLS FOR SENIOR LEADERSHIP ROLES THE SIMPLE TRUTH: THE BUSINESS COMPASS
MANUFACTURERS ARE LAUNCHING A WIDE ARRAY OF NEW PRODUCTSPAGE 18
Winchester Supreme® Long Range Ammunition is an all-new line of high-quality precision centerfire rifle ammunition that takes long-range shooting and hunting to the next level. Featuring BC Max™ bullets, the first Winchester bullet purpose-built for hunting and targets at even the most extreme ranges, Supreme Long Range promises match-grade accuracy and devastating terminal performance.
The BC Max bullet utilizes innovative manufacturing techniques to produce heavy for caliber and highly accurate bullets that offer the highest ballistic coefficient available from Winchester. The thickwalled jacket of the BC Max bullet allows for controlled expansion, optimal weight retention, and critical penetration. Paired with Winchester match-grade components, Supreme Long Range delivers consistent accuracy and terminal results that hunters and shooters can rely on.
• Long-range flight stability – Heavy for caliber, extended boattail profile, and heat-resistant tip combine for maximum ballistic coefficient.
• Devastating terminal performance – Largediameter tip ensures positive expansion and maximum energy transfer at even the most extreme ranges.
• Supreme precision – Next-generation bulletassembly equipment engineered to provide industry-leading quality and competition level accuracy.
• Match-grade primer – built to exacting specif ications for shot-to-shot consistency.
Find Winchester Supreme® Long Range at dealers nationwide and online. For more information on new products from Winchester, visit www.winchester.com
Winchester is the leading small-caliber ammunition brand for hunting, recreational shooting, and law enforcement, and the largest supplier to the U.S. military. The legendary Winchester® brand, with its
160-year history, is founded on principles of integrity, hard work, and a strong commitment to its loyal customers. As a division of Olin Corporation, Winchester shares Olin’s purpose to deliver materials and solutions that enhance and protect lives. Learn more about Winchester and the responsible use of its products by visiting Winchester.com or connecting with us on Facebook at Facebook.com/ WinchesterOfficial
INSIDE EACH DISPLAY BOX IS A WINCHESTER AMMUNITION PRODUCT THAT PAIRS WITH THE THEME OF EACH PACKAGE. WITH ONLY 15,000 UNITS AVAILABLE, THIS LIMITED-EDITION SERIES WILL BE SOUGHT AFTER BY PATRIOTS AND WINCHESTER COLLECTORS ACROSS THE NATION.
For 250 years, the United States has been a symbol of freedom, hope, and indomitable spirit. To honor this great nation’s milestone, Winchester® is o ering a collection of ve commemorative packages honoring the 250th Anniversary. Each unique package pays tribute to the United States and tells the story of how Winchester® is woven into the fabric of American heritage. Celebrate the 250th Anniversary of the United States of America with Winchester, e American Legend.™
A “business compass” helps keep your operation headed in the right direction.
Iwould like to direct your attention to The Simple Truth (page 48), in which Miles Hall discusses the “Business Compass.” Essentially, the Business Compass helps you understand where you are and how to get to where you want. His first lesson with a compass occurred in the Cub Scouts; for me, it was the Boy Scouts. And though I always had trouble figuring o ut declination, I did understand the basic concept of compass navigation. My grouse hunting partner never leaves the truck without a pair of old school compasses to complement his GPS unit.
Another outdoorsmen of my acquaintance, a former pilot, understands redundant instrumentation.
M iles notes that “Today our phones, watches, and cars all have a compass built right in. The core of the GPS is a compass. You have one
in your operation, too. It may not be a mechanical device, but it sits between your ears.”
H e goes on to say, “You had vision and a plan when starting or leading the business you have now. The concept of the term ‘business compass’ is a powerful tool. It can be a diagram, chart, or report that points very clearly to what your business does and why it does it. That information helps you set the direction of the business. Sadly, many enterprises do not have a compass of any sort. They have ideas, but not much more. That, my friends, is called drifting, and it won’t get you anywhere.”
This is powerful advice, for we have all seen great ideas hit the shoals and sink for lack of a plan (the compass) to steer clear of danger.
This issue of SHOT Business also features a pair of articles on ammunition. The first, “Ammo 2026” (page 18), is a review of new products. Here, Brad Fitzpatrick reports that it is a particularly good year for retailers: “This year’s list of new ammunition products includes loads for every discipline from big-game and waterfowl hunting to home defense and competition shooting.” The second article, “How to Sell Hunting Ammo” (page 26), by Wayne van Zwoll, gives you advice on which cartridges to stock and how to sell them.
M any years ago a veteran gun writer told me about the ammo that was available early in his career. “I could always count on one spectacular failure in the field. It was fodder for an annual column on how underwhelming some of the factory ammo was. But then factory ammo got really good, and I was no longer was able to write that column.”
W hich is good news for all of us.
Slaton L. White, Editor
EDITORIAL & CREATIVE
EDITOR w SLATON L. WHITE
GROUP MANAGING EDITOR w HILARY DYER
ART DIRECTOR w TOD MOLINA
ADVERTISING
SALES TEAM w PATRICK BOYLE w BRAD BISNETTE w MIKE KIZZIRE w TOBY SHAW
COLE PUBLISHING ADMINISTRATION
PRESIDENT, COLE PUBLISHING w JEFF BRUSS PRESIDENT, GRAND VIEW OUTDOORS w DERRICK NAWROCKI
NSSF ADMINISTRATION
PRESIDENT & CEO w JOSEPH H. BARTOZZI
VICE PRESIDENT, MARKETING w BILL DUNN
SENIOR VICE PRESIDENT FOR GOVERNMENT & PUBLIC AFFAIRS, ASSISTANT SECRETARY & GENERAL COUNSEL w LAWRENCE G. KEANE
VICE PRESIDENT, HUMAN RESOURCES w LISA DAVIS
VICE PRESIDENT, EXHIBITIONS & EVENTS w MELISSA SCHILLING
VICE PRESIDENT, GOVERNMENT RELATIONS w PATRICK ROTHWELL
VICE PRESIDENT & CFO w JOHN SMITH
VICE PRESIDENT, MEMBER SERVICES w JOHN MCNAMARA
DIRECTOR, CONTENT w JADE MOLDAE
SHOT BUSINESS (ISSN 1081-8618, USPS 25801) is published bimonthly by COLE Publishing, 415 E Wall St, Eagle River, WI 54521. Periodicals postage is paid at Eagle River, WI. POSTMASTER: Send address changes to SHOT BUSINESS, PO Box 2707, Eagle River, WI 54521.
All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Periodicals postage pending at Eagle River, WI 54521 and at additional mailing offices.
COLE Publishing is not responsible for researching or investigating the accuracy of the contents of stories published in this magazine. Readers are advised that the use of the information contained within this magazine is with the understanding that it is at their own risk. COLE Publishing assumes no liability for this information or its use. COLE Publishing assumes no responsibility for unsolicited editorial, photography, and art submissions. In addition, no Terms and Conditions agreements are recognized by COLE Publishing unless signed and returned by the Editor.
POSTMASTER: Send address changes to: SHOT BUSINESS P.O. BOX 220, THREE LAKES, WI 54562.
ADVERTISING: Advertising inquiries should be emailed to shotbusiness@colepublishing.com. No responsibility will be assumed for unsolicited materials. SHOT BUSINESS is a registered trademark of NSSF. Contents copyright ©2026 by NSSF. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher.
MEMBER/SUBSCRIBER SERVICES: membership@nssf.org
Big Horn Armory (BHA), makers of big-bore firearms, recently announced three new Cerakote finish options for its AR500 NEXT GEN platform: Desert Sand, OD Green, and Burnt Bronze. Available now across the full AR500 NEXT GEN lineup, including the rifle, pistol, and complete upper assemblies, these new finishes give shooters expanded options to personalize the most powerful semi-automatic AR platform on the market.
The AR500 NEXT GEN platform is chambered in .500 Auto Max, a rimless cartridge derived from the .500 S&W Magnum that delivers exceptional energy and stopping power. Built around a familiar AR-style architecture, the platform combines the handling and accessory compatibility shooters already know with the immense capability of a big-bore cartridge. Whether configured as a rifle, pistol, or a conversion upper for existing AR10 lowers, the AR500 NEXT GEN is purpose-built for hunters, sportsmen, and professionals demanding unmatched performance at close to medium range.
The three new Cerakote finishes are designed to meet the demands of diverse
environments and shooter preferences. Desert Sand offers a light, field-ready tone well-suited for arid terrain and open-country hunting. OD Green provides a classic tactical appearance long favored by hunters and professionals operating in woodland or mixed environments. Burnt Bronze delivers a distinctive, premium finish that accentuates the rifle’s modern design and sets it apart from standard offerings. All three finishes provide the durable, corrosion-resistant protection Cerakote is known for in the field and on the range.
“The AR500 NEXT GEN is already the most powerful semi-automatic rifle on the market, and we’ve always believed that performance should come with the ability to make it your
own,” said Greg Buchel, owner of BHA. “Desert Sand, OD Green, and Burnt Bronze give shooters the ability to match their rifle to their environment and their style, without compromising any of the reliability and power the AR500 NEXT GEN platform is built on. We’re excited to offer these options and continue expanding what’s possible with big-bore semi-automatic performance.”
The AR500 NEXT GEN rifle and pistol are each priced at $2,399. Complete upper assemblies, available in both rifle and pistol configurations, are priced at $1,200. bighornarmory.com
The BX-3 Alpine HD binocular, a new class-leading entry into the company’s award-winning line of observational equipment, is built for hunters who go farther, glass longer, and seek optical performance that outworks price point. Featuring Leupold’s Elite Optical System, the BX-3 Alpine HD maximizes light transmission for bright, edge-to-edge clarity and a wider field of view.
“The BX-3 Alpine HD is absolutely the very best binocular in its class,” says product line manager Zach Bird. “It all starts with the Elite Optical System, which delivers fantastic light transmission and glare reduction from dawn to dusk, when animals are more likely to be on the move. Whether you’re glassing for elk on distant ridgelines or trying to pick out the antler tine of your target buck in the whitetail woods, the BX-3 Alpine HD will outperform the competition.”
The BX-3 Alpine HD utilizes a magnesium chassis that possesses a lighter, but stronger build for demanding terrain. A confident grip is ensured by an ergonomic design with enhanced armor texture for secure handling in all conditions. Leupold’s Guard-ion lens coating sheds dirt and water for a crisp, unobstructed image—keeping your glass clear in all conditions.
Two configurations of the binocular are available: 10x42 and 12x50. Both feature interchangeable, form-fit eyecups, allowing hunters to customize and personalize their setup and enjoy all-day comfort and fit. A binocular harness, lens covers, and a lens cloth ship with each unit. The BX-3 Alpine HD is waterproof, fogproof, and guaranteed for life. SRP: $299.99, 10x42; $349.99, 12x50. leupold.com
Josh McBrayer has been named CEO of U.S. operations of the Blaser Group. McBrayer brings more than a decade of experience with Blaser Group, including the past four years as director of shotgun sales in the United States and seven years with the company in Germany. During his tenure in Germany, he served as brand manager and international sales manager, overseeing key markets including Australia, New Zealand, the United Kingdom, Ireland, Benelux, South America, and the United States.
In his new role, McBrayer will oversee the company’s portfolio of premium brands, including Blaser, Mauser, J.P. Sauer & Sohn, John Rigby & Co., Liemke Thermal Optics, and Minox Optics.
“We have worked with Josh for many years and are thrilled to see him step into the role of CEO for Blaser Group in the United States,” says Christian Socher, chief sales officer of Blaser Group in Germany. “He has consistently demonstrated exceptional leadership in developing sales channels and dealer networks worldwide while building strong, long-term partnerships. His deep expertise in both rifles and shotguns makes him an invaluable member of our team and positions him well to drive continued growth in the U.S. market.”
A native of Birmingham, Alabama, McBrayer has more than 20 years of experience in business development and major account management. He is a lifelong hunter and avid shooter, with hunting experience in more than 20 countries. McBrayer is also the incoming president of DSC South Texas and has been actively involved in the conservation community for much of his life.
In his new capacity, McBrayer will lead Blaser Group’s U.S. operations into its next phase of growth and profitability. His extensive experience in developing and strengthening global sales networks—particularly in the United States—has been instrumental in building enduring relationships with partners and expanding the company’s market presence.
“I am honored to continue my journey with the Blaser Group team in San Antonio in this new role as CEO,” says McBrayer. “Blaser Group represents one of the finest organizations in the industry, and I look forward to further increasing brand awareness and market share in the U.S. After working across both international and domestic markets for the past 10 years, I am excited to leverage my experience to build upon the strong reputation of our premium products.” blaser-group.com
Derya, a manufacturer of precision firearms with U.S. headquarters and manufacturing operations in Jacksonville, Florida, recently announced the launch of its advanced AI customer service agent, now available during normal business hours. Building on its pioneering AI chatbot debut in January 2025— believed to be the first implementation of AI chat by any firearms manufacturer—Derya continues to lead the industry in customer experience innovation.
The new AI agent is designed to handle general inquiries efficiently while supporting customers in over 30 languages. It complements the company’s live support team rather than replacing it. As a company that established U.S. operations less than two years ago and is actively hiring, Derya remains fully committed to human interaction for more complex needs.
“We are not cutting people, we are growing,” said Derya Vice President Dustin Jones. “We’re less than two years old in the United States and we’re actively hiring. We pride ourselves on answering the phone with live agents when needed. For general inquiries the AI agent can handle, we will use it as much as possible. As we grow and expand, this gives us the option to save on costs while still giving a great experience for people who need a live agent. It also gives us the flexibility to speak over 30 languages. We are always trying to advance and push boundaries, and that’s why we’re doing this.”
To experience the new AI agent firsthand, customers can call Derya’s general customer service line at 904-420-2923 during standard business hours (Monday through Friday, 8:30 a.m. to 4:30 p.m.). Press zero to connect directly to the AI agent for general inquiries in the preferred language.
Press any other button for specific category questions and the caller will go straight to a live agent.
Headquartered in Jacksonville, Florida, and with over 500,000 square feet of manufacturing space in Türkiye, Derya manufactures high-quality, precision firearms known for reliability and innovation. The company’s 15,000-square-foot U.S. facility supports both manufacturing and import operations, serving enthusiasts, professionals, and law enforcement worldwide. derya.us
With the launch of shorter barrel lengths, the PROOF Elevation 2.0 and Elevation MTR 2.0 maintain PROOF Research’s lightweight characteristics while expanding usable applications. The more-compact configurations improve overall maneuverability while retaining the precision and performance that shooters expect from the Elevation platform. Additionally, all barrel lengths feature a threaded 5/8-24 muzzle with thread protector, providing shooters with enhanced suppressor compatibility.
The PROOF Elevation 2.0 is a purpose-built hunting rifle that offers exceptional accuracy and seamless portability. Designed for backcountry pursuits and extended time in the field, the hunting rifle pairs a PROOF carbonfiber barrel and stock with a Zermatt Arms Origin action and a TriggerTech trigger. Balanced for mobility and precision, this rifle is engineered to perform across a wide range of hunting applications. The PROOF Elevation 2.0 is available in barrel lengths of 16.5, 18, 20, or 22 inches, depending on the cho sen caliber. The rifle is available in nine caliber offerings, including .22 Creedmoor, 6.5 Creedmoor, 7 BC, 7 PRC, and .300 PRC. SRP: $3,199-$3,499.
The Elevation MTR 2.0 utilizes the same advanced lightweight technol ogy for recreational hunters and shooters seeking competition-level preci sion and repeatability. Designed for long-range and target shooting, this
rifle features a PROOF Sendero contour carbon-fiber barrel, PROOF carbon-fiber stock, Zermatt Arms Origin action, detachable box magazine, and TriggerTech trigger. The Elevation MTR 2.0 is available in barrel lengths of 16.5, 18, 20, and 22 inches, depending on the chosen caliber. There are 13 caliber offerings, including .223 Rem., .22 Creedmoor, and .338 ARC. SRP: $3,499—$3,899. Both the PROOF Elevation 2.0 and Elevation MTR 2.0 in shorter barrel configurations are now available in Tactical Flat Dark Earth (TFDE) and the all-new Midnight color, offering shooters greater customization options.
“Our expansion of the Elevation platform reflects PROOF Research’s
The MATE ULTRA is a next-generation thermal clip-on designed to deliver exceptional image detail and seamless integration with traditional daytime optics. Built for hunters and professionals who demand precision and versatility, the MATE ULTRA transforms a standard riflescope into a powerful thermal system while maintaining the familiar shooting experience of a daytime optic.
At the core of the MATE ULTRA is a high-resolution 1280×1024 thermal sensor with ≤15mK NETD sensitivity, delivering outstanding image clarity and the ability to detect subtle heat signatures in challenging environments. Paired with a large 60mm objective lens, the system captures more thermal energy to enhance detection distance and identification capability across a wide range of hunting conditions.
Designed for precision shooting, the MATE ULTRA maintains consistent point-of-impact alignment while mounted in front of a daytime optic, allowing users to transition quickly between rifles without re-zeroing. Advanced Reality+ image processing and a 60Hz refresh rate with shutterless imaging ensure smooth, stable visuals for tracking moving targets and maintaining image clarity throughout the zoom range.
An integrated 1,300-yard laser rangefinder with onboard ballistic calculation provides real-time distance data and aiming correction, giving shooters the information needed to make confident long-range shots. The system is housed in a rugged magnesium-alloy chassis and powered by commonly available 18650 rechargeable batteries for extended runtime and convenient field operation.
With its combination of advanced thermal imaging, clip-on versatility, and
Carry Comp pistol
on enhancing the shooting experience. Strategically designed with Power Port™ on the slide and barrel, gasses escaping the end of the gun are diverted which reduces felt recoil and lets you maintain an unobstructed view when firing. Combined with three 17-round and two 23-round magazines, this Davidson’s Exclusive is ready for the speed and accuracy training you need to be used as your everyday carry.
As the United States prepares to mark its 250th anniversary this July, the nation celebrates a milestone that honors two-and-one-half centuries of independence, ingenuity, and self-reliance. For Federal Ammunition, this anniversary carries a deep meaning because the company has been an integral part of so much of the nation’s history.
Like America as a whole, ingenuity and hard work have driven Federal since its founding more than 100 years ago. When Charles L. Horn established Federal in Anoka, Minnesota, in 1922, he created a culture of innovation that transformed a small regional operation into one of the world’s largest producers of sporting ammunition.
Over the past century, that spirit has led to the development of thousands of specialized, high-quality shotshell, centerfire, and rimfire loads for hunters and shooters. Federal’s commitment to precision has also shaped modern manufacturing and quality-control processes, making its ammunition among the most trusted in the industry. Today, Federal stands as the most complete ammunition company in the business, providing options for hunters, sport shooters, selfdefenders, and law enforcement professionals— across the country and worldwide.
There is no better way to celebrate Federal and the nation’s shared history than with a lineup of ammunition built specifically for the 250th anniversary. Each of the five products in the new America’s 250th Limited Edition reflects Federal’s hallmark performance and reliability, paired with commemorative packaging that celebrates the nation’s historic milestone.
1. 250th Anniversary USA Rifle: .45-70 Govt. 300-grain Jacketed Soft Point. This commemorative American Eagle load delivers consistent accuracy and dependable performance. The .4570 Govt. cartridge, a historical favorite among American hunters and marksmen, continues to symbolize frontier resilience and craftsmanship. Each box features collectible artwork celebrating the nation’s 250 years of independence.
2. 250th Anniversary USA Rifle: .30-06 Sprg. 150-grain Full Metal Jacket. Designed for the legendary M1 Garand rifle, this load combines tradition with precision. The .30-06 cartridge has long been linked to American military and sporting history, embodying both national strength and outdoor heritage. Like all products in the series, it features collectible packaging that honors the semiquincentennial and represents reliable performance through generations.
3. 250th Anniversary USA Handgun: .45 Auto 230-grain Full Metal Jacket. Federal’s special edition American Eagle handgun load celebrates one of the most iconic calibers in American firearms history. Used for decades by target shooters and service members alike, the .45 Auto remains a cornerstone of American marksmanship. The commemorative box design integrates the 250th emblem and patriotic visuals, reflecting Federal’s ongoing commitment to quality manufacturing and national pride.
4. 250th Anniversary USA Shotshell: 12 Gauge, 2¾-Inch, No. 8 Shot. Part of the Top Gun target series, this commemorative 12-gauge load of 1⅛-ounce No. 8 shot is crafted for consistent patterns and reliability on clay targets. The limited-edition packaging features unique artwork celebrating the nation’s historic milestone and the American tradition of recreational shooting sports.
5. 250th Anniversary USA Rimfire: .22 LR, 36-grain Copper-Plated Hollow Point. Federal’s Champion Rimfire load offers precision for target shooting and small-game hunting. Its 36-grain design provides accuracy and consistent expansion, making it popular among both beginners and seasoned shooters. Each collectible box highlights the 250th anniversary’s theme—honoring the spirit of independence and innovation that defines America’s shooting heritage.
federalpremium.com
For much of its 62 years in business, Safariland has been meeting the needs of law enforcement across the country by providing safe and functional products that officers wore both on and off duty. During most of that time, Safariland wasn’t necessarily focused on the needs of the everyday concealed carry community. That changed, however, when the company introduced its INCOG line of insidethe-waistband (IWB) holsters.
“From Safariland’s perspective, INCOG opened many new doors,” says David Higginbotham, product marketing manager for Safariland.
“While the retention holster is still the crux of this business, EDC has become the biggest brand funnel. Stores that had little interest in Safariland, or no demand for OWB [outside-the-waistband] holsters, made shelf space for INCOG that has continued to grow into the rest of the line.”
And retailers can get ready to open up even more shelf space this year with the introduction of Safariland’s newest variation of the line, the INCOG-XS.
“Safariland is committed to safe and responsible carry for everyone,” Higginbotham says. “The company’s most iconic holsters were designed to
be carried on duty belts. This shift shows our commitment to a much wider segment of the industry.”
When it was introduced three years ago, the INCOG didn’t necessarily revolutionize IWB carry; it simply made it more accessible to the growing number of people who were looking for a practical way to carry IWB.
“Safariland partnered with Haley Strategic Partners to bring INCOG-X into wide distribution,” Higginbotham says. “INCOG-X builds on a holster line that reset IWB carry more than a decade ago. Travis Haley’s design had evolved, and HSP sought to find a brand partner for manufacturing that could both refine that vision and make it available to anyone looking for the versatility and intentionality of a wellcrafted IWB design. HSP and Safariland have taken a purpose-built design and made it available everywhere holsters are sold.”
From a retail perspective, the result of this collaboration were astounding.
“The INCOG line was received exceptionally well. No hyperbole,” Higginbotham says. “Retailers want a holster company to provide a complete line, and existing Safariland customers wanted a true AIWB [appendix inside-the-waistband holster].”
The INCOG-X provides for both needs with its dual-clip construction specifically designed for AIWB carry. The holster is created to carry an extra magazine, lights, and other accessories and is manufactured on a scale that it could be sold to retailers across the country.
The new INCOG-XS evolves the line even further with a single-clip construction made for smaller guns.
“XS offers ambidexterity—key for retailers—and a smaller clip design for those who carry smaller guns or those who want to shift away from the AIWB position,” Higginbotham says.
Higginbotham stresses that the
by C hristopher C ogley
new priority Safariland is placing on the everyday conceal carry community doesn’t diminish its commitment to the law enforcement officers it’s been servicing for decades.
“They don’t cancel each other out,” he says. “Almost every cop carries a backup concealed. Sometimes two.” With the launch of INCOG-X and the new introduction of the XS, Safariland is giving officers—and everyone else who conceal carries—more options that fit their carry and preferred draw style. And, as all retailers know, more options typically means more satisfied customers.
safariland.com
XS Sights is known for making the fastest sights in any light. For more than 30 years, the XS team has created some of the most innovative sights on the market today for pistols, rifles, and shotguns. Whether used for personal defense or hunting, these sights are designed and built to be the absolute best for their specific purpose.
Now Ruger SP101 revolver owners can upgrade their factory sights with XS’s predrilled Tritium Standard Dot front sight for easier target acquisition. This high-contrast, dual-illuminated sight features a tritium lamp surrounded by a green or orange photoluminescent Glow Dot to help you get on target faster and more accurately in bright or low light. The Tritium Standard Dot is highly visible without changing the gun’s profile yet small enough to deliver a precise sight picture.
“Our Tritium Standard Dot front sights are pre-drilled for easier installation and made of durable steel to withstand rugged use in the field,” said XS Sights Marketing Manager Jeff King. “They are designed to enhance the performance of everyday carry guns and give gun owners peace of mind that the front sight will be visible when they need it most.” SRP: $75.99.
XS sights are backed by a Limited Lifetime Warranty. The company also offers a 12-year illumination warranty on all tritium products. xssights.com
coming soon.*
Ready from daylight to NV. Now with a green reticle, the MCO PRO gives you another reason to drive forward with confidence. YOU HAVE THE
Nathan Robinson, Marketing Manager, Public Relations, Retail, and Event Marketing at Winchester Ammunition
Winchester Ammunition celebrates a 160-year milestone as an iconic American brand while staying focused on innovation and operational excellence to ensure a bright future.
Nathan Robinson is marketing manager at Winchester and an industry veteran who has spent the last 20-plus years working in a variety of roles, including customer service and supply chain, sales, licensing, and for the last decade overseeing a team responsible for Winchester’s media relations, retail marketing, event marketing, and corporate partnerships.
SHOT Business: What do you think are the biggest challenges our industry will face in the next five years?
Nathan Robinson: The biggest challenge I currently see facing our industry is market volatility—uncertain demand levels, increasing material costs, shifting consumer makeup, and behavior. There is a lot of change and unpredictability in the world today, and manufacturers have to keep pace and adapt to be successful. Despite these market conditions, the basic tenets of business still apply. Companies that innovate, improve processes, and maintain focus on providing value and service to their customers often are propelled upward during turbulent times.
SB: What opportunities do you see?
NR: Within the media space, it is a great time to learn and be entertained. Resources like YouTube and social media sites are incredible conduits of information and inspiration. When I was a kid, I had to learn about hunting through books and DVDs—and then stumble my way through it. Today’s sportsmen and women
have instant access to all types of content, which makes the learning curve shorter and access to the outdoors easier. Because the content they consume is so direct and relatable, it is also inspiring a lot of people to participate in outdoor pursuits. That means more potential consumers overall, but it also gives us a better opportunity than ever before to showcase our products and engage with them as a brand.
SB: When you get up in the morning, what gets you excited about working in the industry?
NR: There’s a popular saying that “if you do what you love, you’ll never work a day in your life,” which has always resonated with me. I certainly work my tail off every day, but that work is to promote products and a way of life that are incredibly important to me. My goal isn’t just to help Winchester succeed, but to see others drawn into a lifestyle that I think will positively affect their lives. At work, or at home, I find fulfillment in pursuing adventure alongside others in the outdoors.
SB: How will you meet the expectations of your customers?
NR: The most important step is to stop and listen and understand those expectations. The team responsible for our products at Winchester not only is actively engaged with our consumers through trade
American Lever Range ammo delivers consistent feeding and fast cycling.
shows, shooting events, and online, but we are also Winchester consumers. We understand what they need because we are in the field having the same experiences, and it directly impacts the decisions made about product innovation and quality.
SB: In a very competitive world, how does Winchester stay ahead of the pack?
NR: We have a great staff at nearly a dozen facilities across the country who work at this every day in a thousand ways, but if I were to boil that down to a theme or philosophy I would say it’s a continuing drive toward excellence. Winchester has thrived for generations because of a culture of innovation and growth.
SB: New for 2026 is Winchester’s Supreme Long Range ammo, which features BC Max bullets. What properties make this component such a vital part of this ammo?
NR: The BC Max bullet is the most precise, accurate projectile that Winchester has ever made. To achieve this, Winchester invested years of development, purchased new machinery, and adapted manufacturing processes until it was perfected. The result is an incredibly uniform bullet jacket for shot-to-shot consistency, sleek high BC bullet profiles, a large polymer-tipped hollow point for expansion at reduced velocity, and the ideal lead/ antimony alloy and bullet staking to promote optimal expansion and retained weight at varied distances.
SB: The classic lever-action rifle has seen a resurgence of late, which no doubt explains the recent
introduction of American Lever Range ammunition. What design considerations did Winchester have to take into account to produce this ammo?
NR: The Winchester brand is synonymous with lever guns, and the company has produced ammo for them for well over 100 years. During that time, though, technology has improved, and many new lever enthusiasts are looking for the right ammunition for their next trip to the range.
The new American Lever Range line utilizes modern propellants for reduced fouling and varied
bullet technology that is optimized by cartridge for sure-feeding and fast cycling. The cowboy-themed package and American Lever Range branding is designed to clearly communicate that these options were purpose-built for use in lever guns.
SB: To celebrate the founding of the United States 250 years ago Winchester has created some unique packaging options. Will there be any special retailer promotions to go along with this program?
NR: Winchester Ammunition is proudly American owned and manufactured, and the Winchester brand itself is inextricably linked to much of American history over the course of the last 160 years. We wanted to celebrate this great country and that shared history in a big way, so we have introduced two different commemorative product lines for 2026. The first is a series of nine standard high-volume items decorated with a USA 250 logo and images celebrating the American tradesmen, farmers, and service members that built and maintained our country.
The second commemorative offering for this year is a series of five beautiful collector’s boxes featuring historical artwork and the associated ammo that represents one of the five ways that Winchester has contributed to our American story: Pioneering America (.30-30 Winchester), American Hunter (.270 Winchester), Defending Freedom (.45 Auto), Committed to Conservation (XPERT Waterfowl), and Building Traditions (AA shotshells). With only 15,000 being loaded, these won’t be available long. winchester.com
Having women in senior leadership positions gives the organization different perspectives and ideas, both of which contribute to the financial success of the company.
An industry veteran seeks to help women develop the leadership skills required for senior management success.
It’s no secret that great companies need great leadership.
Unfortunately, in today’s competitive job market, finding great leaders can be a real challenge for many organizations. But what if, instead of searching in vain for leaders outside of your company, you could help develop the natural leaders that are already working for you? That’s where DRIVE. Organizational Solutions comes in.
Firearms industry veteran Kristi Elrod founded DRIVE. with the goal of helping companies develop leadership skills in their employees—especially women in male-dominated industries.
“Women working in the firearms and outdoors field are really passionate about the industry. They want to advance within the company they work for. They want to contribute more. They want to take on leadership responsibilities. But there are barriers that get in the way,” Elrod says. “I try to help them identify those barriers and how to overcome them.”
Elrod says that those barriers are very rarely insurmountable.
“Sometimes it’s something as simple as not having the confidence to speak up within a meeting or stepping in to resolve a conflict,” she says. “Sometimes it’s just a matter of stepping outside their comfort zone.”
One of the biggest barriers for women in maledominated industries is the lack of role models to help them develop their own leadership styles.
“A lot of women struggle with their leadership styles because they don’t have mentors. They try to lead like a man does, but that usually backfires on them,” Elrod says. “There are leadership styles that work better for women, and if they can learn them, and incorporate those ideas into their own leadership style, they can be much more successful.”
Helping facilitate that concept is exactly what Elrod formed DRIVE. to do. Whether it’s providing seminars and workshops for women in your company to help expose them to leadership styles that will help make them more successful or working with individuals on a one-on-one basis, Elrod has developed programs that will help turn potential leaders into great leaders.
“I can customize it for every organization depending on their unique needs,” Elrod says. “I can also provide assessments of employees such as their emotional intelligence and how they’re handling their own emotions as well as the emotions of others. Once the employees get that feedback, they can see where they need to grow and improve to be ready to take on the leadership roles they want to have within the company.”
Elrod says that the first step toward helping women become successful leaders is identifying those women within an organization who demonstrate the potential to thrive in leadership roles.
“If a female has a male advocate, that’s huge,” Elrod says. “So, if you’re one of those men who sees leadership potential in a woman at your company, stand up and advocate for her.”
And, it’s not just the women who benefit when they take on more leadership roles; it’s the entire company.
“By having more women in senior leadership positions, you get different perspectives, different ideas, and more diverse opinions, and that’s going to contribute to the financial success of any company,” Elrod says.
According to Elrod, if a company has at least 15 percent women in senior management roles, it is 50 percent more profitable than companies that have less than 10 percent women in executive leadership roles.
But it isn’t just having more women in leadership roles that can help a company be more successful; it’s having the next generation of leaders. And that’s why DRIVE. also focuses on helping prepare emerging professionals (which Elrod defines as college graduates to 28-year-olds) for leadership roles within an organization.
“There are a lot of articles coming out now that talk about Gen Z and say they don’t have the skills they need to join the workforce, that college isn’t
This is the industry I love, and I want to help it grow and evolve and become even better than it already is.
preparing them to become tomorrow’s leaders,” Elrod says. “So we work with universities, companies, or the individuals themselves to help them develop valuable skills such as critical thinking, problem solving, and conflict resolution that they don’t always learn in college.”
Elrod says the training DRIVE. provides has been successfully implemented in many other sectors, such as the tech industry, but it’s largely absent in the shooting, hunting, and outdoor industries. And that is exactly what Elrod is hoping to change.
“This industry is where my heart and passion have always been,” she says. “This is the industry I love, and I want to help it grow and evolve and become even better than it already is.”
And nothing can help facilitate that growth faster than training and education. “It all comes down
to learning and development,” Elrod says. “Once you stop learning, you’re dead.”
The same thing can be said about your business. So before you post your next want ad for a senior position, take a hard look at your own organization. The executive you’re searching for might be right under nose, just waiting for the training they need to become the leader you need.
driveorgsolutions.com
by Brad Fitzpatrick
This year’s list of new ammunition products includes loads for every discipline from big-game and waterfowl hunting to home defense and competition shooting.
Staying on top of the ammunition world’s newest products can be a Herculean effort. Nevertheless, retailers need to keep abreast of the products their customers will be asking about in 2026. This year is seeing line extensions to popular lines as well as the introduction of brand-new cartridges. Here’s a look at several of the most exciting ammo offerings of 2026.
Barnes is best known for their monometal hunting bullets, but in April 2025 the company announced that their new Harvest Collection ammunition would feature a lead-core bullet. Designed for use on whitetails and other thin-skinned big-game animals, Harvest Collection ammunition is loaded with Barnes’ sister company Sierra’s superb Tipped GameKing bullets. This collaboration has resulted in one of the most exciting new ammunition products for whitetail hunters in recent years with a proven bullet that promises excellent terminal performance and outstanding accuracy. These bullets are optimized to perform to 400 yards and are loaded with temperature-stable propellants. Harvest Collection is available in nine popular hunting cartridges ranging from .223 Remington to .300 Winchester Magnum. SRP: $39.99 to $44.99, per 20 rounds.
Also new from Barnes is their Reserve ammunition line. Reserve ammunition is available in niche, hard-to-find cartridges like 6.5-284 Norma and 7mm and .300 RSAUM, and since it is hand-loaded by Barnes’ in-house experts using premium components you can expect very low standard deviations and superb accuracy. Reserve ammunition is available for purchase exclusively on the Barnes website, and as a hunter who appreciates classic cartridges like the .300 H&H Magnum (hint, hint, Barnes) I understand how frustrating it can be to find quality ammunition for niche rounds. The Reserve line offers Barnes the flexibility to respond quickly to consumer feedback and create new products based on evolving demand. Reserve ammunition is currently available in six different cartridges loaded with either LRX or Bore Rider bullets, though the list of available cartridges will change periodically. SRP: $99 to $119, per 20. barnesbullets.com
Air gun hunting is growing more popular each year, and to meet the needs of these hunters CCI is launching High BAR Air Gun Slugs. These brand-new .22 caliber slugs are designed to enhance accuracy and terminal performance through modern .22-caliber air rifles. Available in both Segmenting Hollow Point and Small Game Bullet configurations in 30 or 35 grains, these slugs are crafted to the same high standards as CCI’s excellent .22 rimfire bullets so hunters can expect consistent performance on game. High BAR Air Gun Slugs will be sold in 100-round containers. Those who hunt small game with rimfire pistols and rifles will be excited to learn that CCI is also launching their new Hunter Series ammunition this year. These rimfire loads come with lead flat-nose 40-grain SGB bullets; they are lethal on small game without producing excess meat damage, making them perfect for animals like cottontails and squirrels. Consistent accuracy and lethal performance also makes this ammo ideal for varmint hunting and pest control. Hunter Series rimfire ammunition will be available in both supersonic and subsonic versions, both of which will be sold in 100-count blaze-orange plastic containers that are easy to store and carry in the field.
CCI Blazer is capitalizing on the growing popularity of suppressors by offering new Blazer Clean-Fire Suppressor ammunition for 2026. Available in 9mm, .40 S&W, and .45 ACP, these loads feature Total Metal Jacket (TMJ) bullets and come with lead-free primers. Blazer has designed these loads specifically to reduce fouling in your bore and suppressor for reduced maintenance time, and these loads meet power factor for competitive shooting. If you run your handgun or PCC with a can, CleanFire Suppressor is a natural choice.
CCI Blazer is also expanding their Brass line of affordable FMJ target rounds this year with the addition of a 158-grain .357 Magnum load and a 240-grain .44 Remington Magnum offering. Oftentimes inexpensive target/practice ammunition doesn’t offer the consistent performance and accuracy that shooters demand, but Blazer Brass is designed specifically to be reliable and accurate as well as affordable. Blazer Brass is also reloader friendly because it utilizes standard boxer-type primers and primer pockets, and the ability to reload this ammunition makes it an even better value.
cci-ammunition.com
Black Hills is offering three loads with Sierra’s exciting new MKX (MatchKing-X) bullet. The original MatchKing has been well-regarded by shooters for decades, but it was designed as a match/target bullet and not a hunting bullet. The new MKX bullet comes with a redesigned jacket and softer lead core to promote reliable expansion and energy transfer down to 1,800 fps. For 2026, Black Hills will offer a 6mm ARC load with a 107-grain MKX, a 6.5 Creedmoor load with a 142-grain MKX, and a .308 load with 175-grain MKX. Hunters can expect accuracy that’s similar to standard MatchKing bullets from a premium hunting load. black-hills.com
Federal is offering several new ammunition products this year, including their new Federal Subsonic offerings. Unlike some other subsonic loads that reduce noise by just a few decibels, Federal’s new Subsonic cartridges are designed to substantially reduce noise. Four loads will initially be available, including two Fusion loads (170-grain .30-30 and 300-grain .45-70) and two Fusion Tipped (190-grain .300 Blackout and .308 Win.). The projectiles have been optimized to expand at subsonic velocities, which makes Federal’s new Subsonic ammo a solid option for hunters.
In honor of America’s 2026 semiquincentennial, Federal is also offering limited-edition America 250th ammo in their Top Gun, Champion, and American Eagle lines, including Champion 36-grain .22 LR and American Eagle .45-70, .30-06, and .45 ACP loads. There will also be a special limited run of Top Gun 12-gauge America 250th ammo. Each of the America 250th boxes will come in special commemorative packaging, making it a must-have for collectors.
Federal American Eagle is expanding their rifle ammunition line for 2026 as well. New load offerings include 55-grain FMJ (200 count), 55-grain 5.56x45 (20- and 100-round boxes), 110-grain TMJ 6mm ARC, 50-round boxes of 150-grain FMJ boat tail .308 Winchester, 250-grain .338 Lapua soft point, and 260grain FMJ .450 Bushmaster. As with other American Eagle loads, these additions offer reliable performance and quality components at a superb price point.
Clay shooters should check out Federal’s All-American shotshells that were introduced in 2025. Designed to offer premium performance on the trap range, these loads feature dense-patterning highantimony lead shot and come with Federal’s Podium wads that reduce recoil and improve patterning. This combination of full patterns and dense shot may mean the difference between dropping or breaking a target—and as every serious trap shooter knows, a single miss might make the difference between placing or walking away from an event empty-handed. All-American ammunition is available in 12-gauge 1⅛- or 1-ounce loads in either No. 7.5 or No. 8 shot. At $13.99 per box of 25, this ammunition is very affordable.
Waterfowl hunters should take a close look at another launch from Federal Premium, the new Rob Roberts Raptor Steel. A collaboration between Federal and Rob Roberts Custom Gun Works, these 12-gauge 3-inch loads come with 1⅜ ounces of either No. 2 or No. 3 zinc-plated steel pellets and boast a muzzle velocity of 1,400 fps. All Raptor Steel loads include a plated head and clean-burning propellants, and all are optimized for use in Rob Roberts’ Raptor choke tubes. SRP: $25.99 to $30.99, per 25 rounds.
Two exciting new turkey loads will debut in 2026 as well. In honor of Realtree’s 40th anniversary, Federal will offer two limited-edition Grand Slam 12- and 20-gauge loads with No. 5 shot and three HEAVYWEIGHT TSS loads in 12 and 20 gauge and .410 with No. 9 HEAVYWEIGHT TSS shot, all of which will be packaged in commemorative Realtree Original or Legacy camo. Federal also collaborated with Rob Roberts on new HEAVYWEIGHT TSS 12- and 20-gauge loads with either No. 7 or No. 9 TSS.
Terminal Ascent ammunition has been popular with big-game hunters for years, and in 2026 Federal will begin offering Terminal Ascent handgun ammunition in 10mm Auto, .357 Magnum, and .44 Remington Magnum as well. These robust loads feature a copper jacket bonded to the lead core as well as an elastomer-filled hollow-point design, making them a superb choice for those who hunt game with a handgun or pistol-caliber lever-action rifle. Terminal Ascent handgun ammunition comes with nickelplated cases and bullets and sealed primers so they are suitable for hunting in the toughest conditions.
There are two exciting line additions for hunters in Federal’s centerfire line as well. The company will now offer a 7mm PRC load with 195-grain Berger Elite bullets. There’s also a new 6mm ARC 110grain Fusion Tipped load.
Federal Premium’s new Action Shotgun Rifled Slug ammunition, designed for action shotgun competitions, comes with a 1-ounce TruBall slug designed to center components as they travel down the bore for improved accuracy in smoothbore shotguns. New Action Shotgun rounds also produce manageable recoil, a major consideration when shooting a 12-gauge competition slug gun.
New Federal Premium LE Tactical ammunition is designed specifically for law enforcement personnel who use semi-auto rifles. These loads are available in 5.56x45 and 6.5 Creedmoor with Berger Hybrid Target, Sierra MatchKing, and Barnes TSX bullets. These loads offer match-grade accuracy as well as low-flash powder and reliable crimped primers.
Federal’s major launch from last year—the 7mm Backcountry cartridge—remains the biggest news in recent years from the brand. In 2025, 7mm BC received SAAMI certification, and Federal is currently shipping their four 7mm BC loads. Reloading data is also now available. For 2026, Remington will add three new 7mm BC loads, offering more cartridge options for hunters who appreciate this revolutionary new rifle cartridge.
federalpremium.com
For 2026 Fiocchi is offering several new bulk packs of their popular shotgun shells for hunters and clay target shooters. New 100-round Arkansas Steel non-toxic waterfowl loads are available, in 12-gauge 3-inch loads with No. 2, No. 3, or No. 4 shot. Arkansas Steel ammo is loaded with an 1 1⁄ 5-ounce payload of steel pellets and features an impressive muzzle velocity of 1,550 fps. With 25 rounds per box and four boxes per carton, it’s easy to transport this ammunition to and from the field. SRP: $71.99.
Texas White Wing bulk packs of 12-gauge No. 7.5 lead shot are also available in the same easy-to-transport 100-round carton. With a velocity of 1,250 fps and 1⅛ ounces of shot per load, Texas White Wing is a soft-shooting but lethal load for hunting doves and other upland gamebirds. SRP: $41.99.
Clay target shooters will appreciate Fiocchi’s new Shooting Dynamics 100-round target load packs. The easy-to-carry carton holds four 25-round boxes of 12-gauge 2¾-inch loads. Buyers can select from 1- or 1⅛-ounce loads with No. 7.5 or No. 8 shot. SRP: $38.99.
Also new from Fiocchi is their Backwoods Hunter line of hunting rifle ammunition. Designed to be an affordable option for hunters who use lead-free ammo, Backwoods Hunter is loaded with a monometal bullet designed to offer outstanding terminal ballistics and near 100-percent weight retention. Skiving on the bullet nose initiates expansion at a range of velocities, so Backwoods Hunter works on a wide variety of game at varying ranges. Though it’s ostensibly offered as deer-hunting ammunition, the durable lead-free bullet design also makes Backwoods Hunter suitable for notoriously tough game animals such as black bear, hogs, and elk. Fiocchi is offering Backwoods Hunter ammunition in eight different chamberings from .243 Winchester to .300 Winchester Magnum. SRP: $28.99—$42.99, per 20.
There’s good news from Fiocchi for hunters in straight wall-only states, too. This year Fiocchi is adding .350 Legend and .360 Buckhammer offerings to their affordable Field Dynamics family of hunting cartridges. The .350 Legend offering comes with a 180-grain grain soft-point bullet and a muzzle velocity of 2,100 fps while the .360 Buckhammer load drives a 200-grain soft-point bullet at 2,200 fps. SRP: $27.99, .350 Legend (box of 20); $28.99, .360 Buckhammer (box of 20). fiocchiusa.com
As usual, Hornady has several big announcements for 2026, beginning with the release of American Whitetail Tipped ammunition. American Whitetail ammo originally launched in 2013, and since that time these affordable loads have become extremely popular with deer hunters. The new tipped version utilizes either SST or FTX bullets (depending upon cartridge) and comes with a polymer tip that improves aerodynamics. The addition of a polymer tip increases ballistic coefficient and offers increased energy downrange and better wind deflection than non-tipped bullets. Both the FTX and SST bullets are optimized for performance on deer-sized game and offer the reliable expansion and energy transfer that hunters have come to expect from Hornady. As good as the original American Whitetail load is, the new tipped version offers improved ballistics with the same impressive terminal performance we’ve come to expect from AW ammo, making this an ideal hunting load for whitetails and similar-sized game animals. American Whitetail Tipped ammunition is available in a variety of chamberings from .243 Winchester to .450 Bushmaster, including 6.5 Creedmoor and 6.5, 7mm, and .300 PRC. SRP: $43.84 to $59.21, per box of 20.
Hornady also is offering four .22 Creedmoor loads, including 69-grain V-Match ELD-VT, 80-grain Precision Hunter ELD-X, 65-grain Superformance CX monolithic, and 80-grain ELD Match loads. The .22 Creedmoor is a versatile and accurate round that produces low recoil and serves as a target, predator/varmint, and even big-game cartridge for deer and antelope-sized game (where legal). SRP: $56.05 to $67.87. hornady.com
Nosler is launching several exciting new ammo offerings for 2026, including extensions to their successful Whitetail Country line of rifle ammunition. This accurate, budget-friendly ammo will now be available in .243 Winchester (100 grains), .308 Winchester (150 grains) and .30-06 Springfield (150 grains), and .400 Legend (215 grains). The .243, .308, and .30-06 loads will be loaded with Nosler’s outstanding Solid Base (SB) bullet. The .400 Legend load will feature Nosler’s Straight Wall bullet. SRP: starts at $37.50 per, box of 20.
Fans of Nosler’s Solid Base bullet have additional good news—for 2026 both Solid Base and Straight Wall bullets will be available as components for handloaders. Solid Base bullets feature Nosler’s heavy boat tail base and the company’s Gen 5 tapered jacket, which results in repeatable accuracy and reliable expansion at a wide range of velocities. Nosler’s Straight Wall component bullets were designed specifically with cartridges like the .350 and .400 Legend and .45-70 in mind. Straight Wall bullets feature a jacketed flat-nose design that is optimized to provide reliable energy transfer and expansion across a wide range of velocities. Solid Base bullets are available in diameters ranging from 6mm to .30 caliber. SRP: starts at $26.95, per 50. Straight Wall component bullets are available in .355, .400, and .458 diameters. SRP: $33.50 to $46.95, per 50.
Nosler will also now offer ASP handgun ammunition in revolver cartridges. ASP (Assured Stopping Power) bullets feature a skived bullet jacket that offers reliable, controlled expansion on target, and these bullets are designed to offer maximum accuracy and stopping power. New additions include .38 Special and .357 Magnum ASP loads (125 grains) and .44 Remington Magnum (240 grains). Nosler designed the nose of the bullet so that it would feed reliably in revolvers and lever guns, so if you hunt big game with a .357 or .44 Magnum lever gun, the ASP load is a superb option. SRP: $27 to $31.75, per 20. nosler.com
Last year Federal Premium launched the 7mm Backcountry, a first-of-its-kind high-pressure hunting cartridge that utilizes Peak Alloy case technology to produce high velocities from shorter barrels—an ideal setup for the growing number of sportsmen and women who hunt with suppressors. This year, Remington is launching three new 7mm BC loads, including an 175-grain Core-Lokt load. Long trusted for its superb terminal performance on game, CoreLokt is a versatile load, but for those who want to extend their maximum effective range Remington will also offer an 175-grain Core-Lokt Tipped 7mm BC load as well. This load combines the reliable Core-Lokt design with a polymer tip to improve aerodynamics and raise BCs, making it an ideal bullet for large, tough game even at extended ranges. Remington is also offering a new Premier Long Range 7mm BC option that’s loaded with Speer’s outstanding Impact bullet. Impact bullets feature a copper jacket that is molecularly bonded to the lead core and the aerodynamic tipped-bullet profile makes it a great option for big game at any reasonable hunting distance.
Remington is offering some noteworthy line extensions in 2026 as well, including new Premier AccuTip loads in .350 and .400 Legend. Both bullets incorporate the Power Port Tip technology first seen in Remington’s AccuTip slugs, but the design is a natural fit for popular straight-wall cartridges like the .350 and .400 Legends. There are also new additions to the storied Core-Lokt family of cartridges, including 125-grain .300 Blackout, 140-grain 6.5 PRC, and 175-grain 7mm PRC in addition to the aforementioned 7mm BC 175-grain offering. Remington has also announced the addition of four new Subsonic loads in .308 Winchester, .360 Buckhammer, .400 Legend, and .45-70. Optimized for use with suppressors, these Subsonic loads utilize premium components and tight manufacturing tolerances to ensure excellent accuracy and reliable performance through your suppressed rifle.
Remington is also adding new products to their shotshell line, including four new Premier Royal Flush offerings. In addition to the existing 12-, 16-, and 20-gauge offerings, two new
12-gauge loads (1¼-ounce No. 7.5 or No. 8 shot at 1,300 fps) and two new 20-gauge loads (1 ounce of No. 7.5 or No. 8 shot at 1,220 fps) will complement the existing product offerings. These copper-plated loads offer a slightly lower velocity than existing Royal Flush loads, which translates to reduced recoil and muzzle rise, but you can expect the same uniform patterns and lethality we have come to expect from Royal Flush. Also new to the Remington shotshell line is Final Strut HD tungsten turkey loads. Available in 12 and 20 gauge, these rounds offer heavy payloads of No. 6 or No. 7 shot and both are available in 3-inch versions. It’s a great option for turkey hunters who want the knockdown power this 12 g/cc tungsten blend ammunition offers.
Two new handgun loads have come aboard as well. The company’s new Hard Cast ammunition is designed to defend against large predators (think bears), and as the name suggests, utilizes a hard-cast lead bullet designed for deep straight-line penetration and instant stopping power. The four Hard Cast loads now available include 147-grain 9mm, 180-grain .357 Magnum, 200-grain 10mm Auto, and 255-grain .44 Remington Magnum, all of which come with waxed grooves and nickel-plated cases. Also new to the Remington Core-Lokt handgun line is a 237-grain .45 Colt offering. With its heavy mid-section jacket that is locked to the lead core and plated cases, this ammunition is a great option for anyone who hunts with a .45 Colt handgun or rifle. It’s a welcome addition to Remington’s successful Core-Lokt handgun lineup. remington.com
In addition to teaming up with sister brand Barnes on Harvest Collection ammunition, Sierra is launching a new and important bullet for the brand—MatchKing X. The Sierra MatchKing bullet—or simply SMK—has set the standard for rifle accuracy since the mid-twentieth century and has almost certainly won more rifle matches than any other bullet in existence. The MatchKing’s long-standing reputation for accuracy makes it one of the most trusted projectiles in match shooting circles, but that also means that any bullet to wear the MatchKing name has big ballistic shoes to fill. MatchKing X—better known as MKX to Sierra fans—looks to be a fitting follow-up to one of the shooting industry’s best bullets. The original MatchKing was a very accurate bullet, but it was never designed to be used on big game because reliable expansion was not a concern when this match bullet was originally designed. MatchKing X bullets offer SMK-type accuracy from a projectile that was painstakingly designed to expand on softskinned game to 500 yards. The MKX bullet’s draw-and-trim construction allows for a thinner nose cavity and its skiving initiates expansion. It also features a softer lead core than the original MatchKing bullet, which enhances terminal performance on game. Sierra’s MatchKing X represents an evolutionary step forward for one of the world’s best target bullets. MKX bullets are available in calibers ranging from 6mm to .308. SRP: $50.99 to $63.99, 100-count packages; $244.99 to $299.99, 500-count packages. sierrabullets.com
In 2022, Speer announced the release of their Impact bullet, and this year the company is expanding their Impact offerings for reloaders. These bullets feature a clever bonding process that molecularly fuses the copper jacket to the core for impressive weight retention and deep penetration against even the largest and heaviest game animals. Impact bullets come with a Slipstream polymer tip that provides an aerodynamic meplat and improves ballistic coefficients for enhanced long-range performance. The Slipstream tip also helps initiate expansion at velocities that are 200 fps slower than similar hunting bullet designs. This combination of bonded bullet durability, superb aerodynamics, and reliable expansion at reduced velocities makes the Impact one of the most versatile hunting bullets available today. The new component bullets—95-grain .243 and 156-grain .264—complement the existing .264, .277, .284, and .308 caliber offerings.
New options for law enforcement professionals in the growing Speer LE line include two new Gold Dot Tipped duty-rifle loads (.300 Blackout and .308 Win.) that are optimized for peak FBI protocol performance. The polymer tip design and uniform jacket help improve accuracy, and Gold Dot technology virtually eliminates the risk of jacket/core separation. These loads also feature nickel-plated brass and reliable CCI primers.
Speer LE is also offering a new 9mm 135-grain Gold Dot G2 load. Designed to improve upon the already outstanding performance of original Gold Dot ammo, Gold Dot G2 incorporates a shallow nose cavity with an elastomer insert. Upon impact, the resistance generated by the target media produces reliable expansion. Risk of jacket/core separation is virtually eliminated, thanks to the Gold Dot molecular bonding process and structural-plated, pressure-formed bullet core design. The result is dependable straight-line penetration through a variety of mediums without the risk of over penetration. Currently, Gold Dot G2 will now be offered in 9mm (135 and 147 grains), .40 S&W, and .45 ACP.
Speer is also offering a new Lawman 9mm 135-grain training load. With its Total Metal Jacket (TMJ) design and consistent performance, Lawman serves as a dependable and affordable training option that offers similar recoil and point of impact as comparable defense bullets. Current offerings include .380 Auto, 9mm, .38 Special, .357 Magnum, .40 S&W, .45 GAP, and .45 Auto. speer.com
Loaded with Winchester’s new BC Max bullets, Winchester’s Supreme Long Range ammunition is designed specifically for reliable performance on big game out to extended ranges. Heavy-for-caliber BC Max bullets offer high ballistic coefficients and feature a heat-resistant tip and extended boat tail profile. Much like Winchester’s Deer Season XP and Copper Impact bullets, the new BC Max bullet incorporates a large diameter tip that produces devastating performance even at reduced velocities—a key feature when hunting at extended ranges. Next-generation bullet-assembly equipment and matchgrade primers ensure the type of consistent shot-to-shot performance that big-game hunters demand.
New Supreme Long Range rifle ammunition is available in 6.5 Creedmoor, 6.5 PRC, 6.8 Western, .308 Winchester, .30-06, .300 WSM, and .300 Winchester Magnum. SRP: $45.99 to $69.99, per 20. winchester.com
Use your cellphone camera to scan for more information
You can’t stock every load or know what every customer wants. But smart choices in both arenas boost profits.
by Wayne van Zwoll
When I started hunting deer, Federal was a year into producing 18 loads for 12 rifle cartridges. Hornady explored ammo manufacture with Frontier loads on military brass in .30 Carbine, .308, and .30-06. Of 45 centerfire loads by Remington and Winchester, 10 dated to the 19th century.
Ammo options for hunters now number into the many hundreds. Those by Federal and Hornady alone total 555 (rimfire, match, and handgun ammo excluded). Add the rosters of Remington, Winchester, Nosler, Barnes, Weatherby, and Black Hills—and off-shore brands like Fiocchi and Norma—well, it’s an embarrassment of riches.
Whatever the sum when you read this, you won’t stock every hunting load, or even most of them. What you will sell depends on how accurately you predict what will sell. A shopper who leaves without a word because he or she doesn’t see a desired product is more than a sale missed. Where will that customer go for the next box?
The number of rifles bored for any cartridge, and how often they’re fired, affect ammo sales. The popularity and utility of the .308 and .30-06 argue for stocking several loads of each. The .375 H&H has a huge fan base, but few applications stateside. Stocking expensive ammo bites deep into your budget for affordable loads that sell readily.
In 1964 ammo prices floated in a narrow range ($3.75 for a box of .30-30s, a buck more for .30-06s, and $6 for popular belted magnums). Current prices span a much broader spectrum. In a recent check of loads sold by MidwayUSA, I found .270s at $30 to $86 per box, .308s at $30 to $82. High sales volumes added discounts for these cartridges and for the 6.5 Creedmoor and .243. Such ammo is less likely to gather dust than are costly niche loads or cartridges not widely chambered in affordable rifles. Profit margin matters only when ammo sells.
Price hikes within cartridge classes owe much to advanced bullet designs— their high production costs and strong demand for them. Campfire comparisons of the .30-30 and .32 Special have given way to discussions of G1 and G7 ballistic coefficients (BCs).
Current long-range fever moves high-BC bullets and cartridges that launch them. Hornady’s 6.5 Creedmoor pioneered case design for this trend in 2009. It remains a sales leader among hunters. Thank light recoil, long reach, short-action fit, and accurate, affordable factory loads. Almost every short-action bolt rifle is now offered in 6.5 Creedmoor. The 6mm Creedmoor shares its elegant case, but faces stiff competition in the beloved .243. Calls for the superb new .25 Creedmoor have yet to resound.
Barnes-branded Vor-TX ammo uses Barnes TSX and (here, filling a niche) LRX bullets.
Frothier rounds chase the 6.5 Creedmoor. Fresh from its first season afield, Federal’s 7mm Backcountry has a larger but still compact Peak Alloy steel case. Bottling pressures of 80,000 psi, it hurls 170-grain Terminal Ascent bullets at 3,000 fps from suppressor-equipped 20-inch barrels. Berger’s 195-grain Elite Hunter is the heaviest of five factory-loaded bullets. Its BC is an astounding .755. Federal has added Terminal Ascent bullets to its 6.5 PRC, .300 Win. Mag., and .300 RUM ammo, whereas Barnes LRX bullets serve the 6.5 Creedmoor, 6.5 PRC, .280 Ackley, 7mm Rem. Mag., 7mm PRC, 7mm Backcountry, .308, and .300 Win. Mag. Hornady’s 6.5 and 7mm PRCs (Precision Rifle Cartridges) trump the 6.5 Creedmoor’s case capacity. In sales, the 7mm is eclipsing the 6.5 PRC. Winchester’s 6.8 Western and the huskier .300 PRC trail both. A cohort of similar
New cartridges get advertised; old favorites still get deer, and at lower inventory cost.
Our purpose is to advocate for the industry and your business. Help us keep both strong.
NSSF® — The Firearm Industry Trade Association, constantly works on behalf of every one of its thousands of members to strengthen our industry. We provide unparalleled education resources, in-depth market research, compliance consultations with industry pros and other tools to help any size firearm business thrive.
Membership dues support our e orts that support your business.
JOIN A COMMUNITY OF LIKE-MINDED BUSINESSES THAT ARE COMMITTED TO THE FUTURE OF THE SHOOTING AND HUNTING INDUSTRY.
An ace at extreme range, the potent .300 PRC is a long-action cartridge most often used on steel targets.
Find the latest and greatest hunting and shooting news, stories, pro tips and strategies to increase your success in the field.
cartridges can limit rifle and ammo demand for each. How many boxes of PRCs and 6.8 Western, of 7mm Backcountry, 6.5 Weatherby RPM, and .26, .27, .28 and .30 Nosler dare you stock?
Hornady has fashioned several high-octane cartridges for AR-15s. The 6mm ARC, sired by the .22 ARC, features game bullets that fly within a vertical inch of the .243’s and send 1,000 foot-pounds 400 yards. The .338 ARC came available mid-2025, with 175-grain bullets at 2,075 fps, 307-grain Sub-Xs at 1,050. Remington’s 2026 focus is on Core-Lokt, a bullet dating to 1939. New Tipped Lever Gun ammo for the .30-30, .32 Special, .35 Rem., .360 Buckhammer, and .444 Marlin and .45-70 feature Core-Lokts with flat poly tips. These offer slightly higher BCs than traditional bullets. Bill Wilson’s AR-bred .300 Ham’r has earned a 125-grain Core-Lokt, Winchester’s .400 Legend a 210-grain. A 180-grain Core-Lokt Tipped in the .300 RUM clocks 3,150 fps.
Premier-series ammunition from Remington includes 10 Long Range loads, 6.5 Creedmoor to .300 PRC, with Speer Impact poly-tip bullets. A dozen more, .243 to .300 RUM, feature Swift Sciroccos. Varminters get another dozen, .17 Fireball to .243, with AccuTip-V missiles. Remington catalogs a 260-grain bigbore AccuTip in .450 Bushmaster loads. CuT copper alloy poly-tip bullets define the company’s lead-free line: 6.5 Creedmoor, 6.5 PRC, .270, 7mm-08, 7mm Rem. Mag., 7mm PRC, .308, .30-06, and .300 Win. Mag.
Winchester too is hawking poly-tip bullets in game loads. Its Deer Season XP line now has a 140-grain 6.5 Creedmoor load at 2,650 fps, an 168-grain .308 at 2,670. It pairs 180-grain bullets with the .30-06, .300 WSM, and .300 Win. Mag. The company’s Ballistic Silvertip stable complements dozens of loads sending soft-nose Power-Points—even the 180-grain .303 British bullet—that tumbled my first deer 60 years ago.
The 7mm Backcountry has a steel-alloy case and sends 170-grain bullets 3,000 fps from 20-inch barrels.
While not a centerfire cartridge, Winchester’s new .21 Sharp passes muster as a hunting round for small game. It comprises a .22 Long Rifle case and a jacketed .2105-diameter bullet. Of course, this bullet would slide down barrels for the .22 LR’s greased, waxed, or plated lead bullets of up to .2255 diameter. Why the switch? LR bullets are heeled, the base smaller than the shank. The .21 Sharp allows use of lead-free and jacketed bullets shaped to fly flat. Four loads with bullets of 25 to 42 grains include a 34-grain jacketed hollow point at 1,500 fps. Savage and Winchester make rifles in .21 Sharp. The jury is still out on demand; but then, no one outside Hornady expected the .17 HMR to sell 12 million rounds in weeks.
As new cartridges hog headlines, two fresh ammo lines with veteran deer bullets impress me. The Nosler Whitetail Country series employs Solid Base bullets in loads for the .243, 6.5 Creedmoor, .270, 7mm-08, .308, .30-30, .30-06, .350 Legend, and .45-70. Barnes’s Harvester family serves nine cartridges too, with Sierra Tipped GameKings (TGKs) in .223, .243, 6.5 Creedmoor, 6.5 PRC, .270, 7mm Rem. Mag., .308, .30-06, and .300 Win. Mag. BCs top .489 for all but the .223.
More hunters in the Mountain West are packing sidearms with their bear spray. But hunting loads with jacketed hollow points can fail to breach a grizzly’s grille. Better, insist survivors, are non-expanding bullets that ensure penetration.
Black Hills Ammunition stokes an 100-grain 9mm Honey Badger to 1,250 fps. While its 347 foot-pounds won’t doom hard-cast .44 Magnum loads to obsolescence, this copper bullet drills straight and deep. You can pack 12 or 15 in a pistol half the weight of an N-Frame S&W. Importantly, bears are more impressed by a 9mm in hand than by a .44 in camp. BHA lists 10 Honey Badger loads, .32 to .45.
Federal’s Cast Core loads have been replaced by a Solid Core line. Its flat-nose, hard lead bullets have more rounded ogives and tough polymer jackets to limit bore friction. The six Premium Solid Core loads: an 147-grain 9mm at 1,120 fps, an 180-grain .357 Magnum at 1,400, a 200-grain .40 S&W at 1,000, a 200-grain 10mm at 1,200, a 300-grain .44 Magnum at 1,300, and a 240-grain .45 ACP+P at 1,000.
Hornady’s DGH (Dangerous Game Handgun) bullets in its new Backcountry Defense ammo have long shanks—a nod to sectional density. Each jacket is folded over the rim of the dished nose to secure a lead core. This series boasts an 138-grain 9mm+P DGH at 1,150 fps, an 165grain .357 Magnum at 1,510, a 200-grain 10mm at 1,160, a 240-grain .44 Magnum at 1,620. There also are also loads for the .454 Casull and .460 and .500 S&W.
By the way, Sierra MatchKing construction differs from that of the GameKing, designed to upset in game across a range of impact speeds. Nose cavities of match bullets may collapse or shatter on impact with game, the bullet piercing like a pencil or leaving a gruesome surface wound.
Polymer bullet tips pre-date Norma’s round-nose Plastic Point and Robert Hutton’s 1968 report that CIL (Canadian Industries, Limited) was making Dominion Imperial ammo with “Sabretips.” Nosler put the spotlight on poly noses in 1984 with its accurate, colored-to-the-caliber Ballistic Tips on proven Solid Base shanks. Not easily scarred or flattened by recoil in magazines, the conical noses sold as readily as they sliced air. But minor tip damage has little effect on accuracy, and a bullet’s BC and arc owe most to its length and ogive (tip-to-shank radius). A poly tip and its seat both affect upset in game, so require careful engineering. Also, polymers differ. Hornady chose a soft, resilient material for its LEVERevolution loads for tube-fed rifles, then pioneered heat-resistant tips on long-range bullets to prevent distortion in flight. All poly tips make bullets look race-ready, a come-on hunters can’t seem to resist.
Appealing loads won’t sell if they escape notice. Etiquette, house rules, and state regulations keep customers from behind gun counters, where at any moment a clerk may be busy. Make boxed ammo easy to see, in logically organized stacks. Ensure box flaps with load ID face out. Not all box labels are legible from across the counter. The box for one of my favorite loads must be in hand to reveal “.25-06.” Assist customers with shelf placards for cartridge classes. Use bold fonts, as if calling attention to sale prices.
Don’t dismiss shoppers asking for a box of “your cheapest ought-six.” Satisfied deer hunters may later plan safaris or make your shop headquarters
for other shooting supplies. A box of ammo can draw a casual hunter into our industry—and reward you with many visits.
Barnes is now loading Sierra bullets. Why? In 1932 Fred Barnes began making lead-core game bullets in Bayfield, Colorado. Handloaders hailed their deep penetration in tough beasts. In 1974 Randy and Coni Brooks bought the company and moved it to American Fork, Utah. Then Randy pondered a solid-copper hunting bullet with a hollow nose. In 1989 he and Coni introduced the X-Bullet. The Triple-Shock (TSX) came in 2003, with relief cuts that reduced bore contact and improved accuracy.
Sierra, established by Frank Snow, Loren Harbor, and Jim Spivey, began making bullets in 1947 in a California Quonset hut. Martin Hull planned its ballistics lab and ran it for 20 years. The Leisure Group became Sierra’s parent in 1969. LG’s manager Bob Hayden helped grow Sierra, which in 1990 moved to a new factory in Sedalia, Missouri. There its MatchKing bullets sired GameKings. In 2010 Barnes Bullets sold to the Freedom Group, which owned Remington. Financial failings sent the gunmaker into Chapter 11 bankruptcy. Dissolution of the Remington Outdoor Company in fall 2020 put Barnes up for sale. Sierra bought it for $30.5 million, bringing Barnes under the umbrella of the Clarus Corp., Sierra’s owner. In 2024 Clarus sold Sierra and Barnes to Bullseye Acquisitions, an affiliate of JDH Capital. Component bullets of both brands still sell independently.
byRobertSadowski
Thermal optics is a growing category, and iRayUSA is leading the way.
iRayUSA has an image to maintain. That’s a fact both literally and figuratively. The market for thermal optics is hot (come on, you knew that pun was coming), and iRayUSA has a unique competitive advantage with brands that offer innovative design, quality, performance, and value—along with an unmatched warranty.
The best way to explain the thermal optics industry is to compare its trajectory to that of GPS. At one time, a GPS unit was large and needed to be carried in a backpack; then smaller and more affordable versions that attached to the dash came on board. Now GPS can be found in our smartphones and watches. As the technology becomes more compact and more widespread (and easier to use) the cost shrinks proportionally. And that spurs even more innovation.
So, just who is iRayUSA? iRayUSA is an American-owned company based in Texas. It is the U.S. distributor of the Nocpix brand of thermal optics (nocpixusa.com). iRayUSA works closely with Nocpix to develop the thermal optics it distributes and is responsible for many new technological advancements in the industry, including 1280x1024 resolution sensors; 12um, 10um; dual field-of-view optics; shutterless calibration technology; and more.
In simple terms, thermal optics use sensors that detect infrared radiation (heat) emitted by an object. That radiation is then converted into electrical signals that, in turn, are converted into images.
What’s important for dealers and consumers to know is that Nocpix owns the sensor technology it uses in its products. Manufacturing sensors is complicated and expensive, and it is rare that a thermaloptic brand has the ability to manufacture its own sensors. Most thermal optics brands purchase a
sensor from one company, other parts from other companies, and then assemble a finished product. Not Nocpix.
By producing their own sensors, Nocpix can offer a more competitive product at a better price. It also can introduce new features faster than its competition. In other words, Nocpix drives product innovation while other brands watch and play catch up.
“This allows us to optimize everything in the optic,” says Angelo Brewer, iRayUSA’s director of operations. “It also means we provide a more competitive product at a better price and innovate faster.”
The ability to quickly innovate is a key aspect of iRayUSA’s and Nocpix’s success. “A handful of years ago a thermal scope was easily $10,000,” Brewer says. “Now, you can purchase an amazing thermal scope like our BOLT series for under $2,000.”
The Nocpix BOLT series features a 384x288 12 μm sensor with a 1024×768 AMOLED display that provides sharp, smooth visuals. It is also equipped with a built-in laser rangefinder, photo and video recording with audio, Wi-Fi connectivity, and multiple zeroing profiles. It is, without a doubt, a serious piece of equipment at a palatable cost.
“Traditionally, our brand was known for midrange to high-end products, building on our brand’s image quality and performance,” says Brewer. “Now, we are growing the brand on value and offering feature-rich products at price points that don’t cause sticker shock.”
New customers face three barriers to entry into the thermal optics market. First is cost, but that barrier has been lowered somewhat.
The second barrier is complexity. Like any hightech product, thermal optics can be daunting to some users. With a traditional day optic, the user flips up the lens covers. Assuming it is sighted in, it is now ready to use. A thermal optic needs to boot up
↑ The ACE line of thermal optics is designed to feel like traditional day optics. before it can be used. And like early GPS units, the interface—in this case a plethora of control buttons—can be difficult at times to understand and use.
“Our products are designed to be easy to use, and that’s important for someone getting into thermal,” Brewer says. “Nocpix is constantly refining the user interface, and they have an entire team that develops and tests user interfaces.”
Brewer was in Oklahoma recently on a multi-day field test of different functions on an upcoming product to ensure its ease of use. “We spend a lot of time and energy trying to make our products as intuitive as possible. We are constantly asking ourselves, ‘how would somebody expect to operate this?’”
A prime example of designing the optic for ease of use is the Nocpix ACE series. The ACE features a quick-access panel— basically three large, glovefriendly buttons on the top of the optic that are simple to use. One button powers the scope, another starts image or video recording, and the third performs rangefinder functions. There is no need to press a button multiple times to drill down into the menu. The ACE series simplifies the optic, because who wants to be fiddling with a menu in the dark while wearing gloves?
“Using our products is very intuitive,” says Brewer, “because there’s a lot of thought and testing that goes into it.” That approach also extends to its user manuals. Nothing is more frustrating than trying to figure out a feature and having to plow through a manual the size of the Encyclopedia Britannica. iRayUSA writes all their manuals in house
↑ The RICO 2 (Rugged Infrared Compact Optic) delivers cutting-edge thermal performance with advanced imaging technology and precision-driven features. The integrated 1,200-yard laser rangefinder pairs with an advanced ballistic calculator.
for the U.S. market. It might seem like a trivial detail, but it is a big deal for someone who does need to read the manual. It also means the manual avoids translation issues commonly found in manuals originally written in another language.
The third barrier is what you might call “the look.” The appearance of a traditional thermal optic can be off-putting to a new user. Instead of the familiar round ocular lens and windage and elevation turrets, you’re faced with a boxy unit that contains a tiny screen in which the target image is rendered in pixels.
But the Nocpix ACE and BOLT thermal units depart from that boxy profile by looking remarkably like a traditional riflescope with a 30mm tube body, turrets, eyepiece, and ocular lens that could grace a classic Model 70 bolt-action. But in this case, what would be the windage turret and parallax knob on a day scope is actually a compartment for a spare battery and USB port. The elevation turret accesses the menu functions. The magnification ring on both these series of thermal optics is similar to a traditional day scope except with a 3X zoom onto the digital display. At the front of the ACE and BOLT scopes you’ll find a manual focus.
Another common issue with thermal units is battery depletion. Some units with high-performance sensors and fast refresh rates consume battery power at an alarming rate. But Nocpix has addressed that issue as well.
“The ACE is a good example,” says Brewer. “It has internal batteries, but it also has a 18650 battery that you can swap out while you’re hunting. You can count on four to five hours of operation, depending how much you use the rangefinder or if you are recording video. Now, swap out a commonly sourced 18650-style battery and you’re good for another four hours. That’s a total of nine hours of runtime. So,
you can hunt all night long. The unit also conserves power by putting it into standby mode when not actually in use sighting a target.”
Another timely feature on the ACE and BOLT models is an USB-C connector that allows you to charge in the field. A half turn on the turret reveals a protected connector that will accept a battery charger. The Nocpix RICO series uses a magnetic connector similar to the type used in MacBook Pro laptops.
Thermal optics are not fragile pieces of equipment, but users are hard on them. One issue that has dogged this industry is the time it takes to repair a unit. In some cases, a user will send the unit off for repairs and then wait anywhere from three to nine weeks to get it back. In the United States, Nocpix products are distributed and supported by iRayUSA. This means they are covered by iRayUSA's industry leading warranty.
“When we started iRayUSA we knew that one of the things that was wrong with the thermal-optics industry at that point was the repair process,” Brewer says. “So, we came out with our five-year, five-day warranty, which was unheard of at the time. No other brand offers a guaranteed five-day turnaround. When a customer reports a broken product, we will try to diagnose the issue over the phone. If that does not fix the issue, the unit is shipped back to iRayUSA on iRayUSA’s dime. Once the product is received in the Lewisville, Texas, location, the five-day clock starts. We will have the product back out the door and on its way to its owner within five business days.”
There are two ways dealers can get iRayUSA products in customers’ hands. One way is through a distributor. A better option might be to work directly with iRayUSA, as it has a program in place to support dealers directly.
“This is another way iRayUSA adds value to their brands,” says Brewer. “We have a dedicated regional sales team that trains dealers, hosts and supports events, and puts together marketing campaigns and collateral—such as email blasts, social media videos, and online banner ads—for dealers. That’s the benefit of working with us directly.”
The company’s dedication to innovative design, quality, performance, and value (don’t forget that unmatched warranty) make iRayUSA and their brands a leader in the field. And when you consider this market has real legs (and one that delivers good margins), you should definitely take the leap into thermal.
irayusa.com/nocpix
Built for serious shooters, the RICO 2 combines durability with premium performance.
by Todd Smith
As cyberattacks on small businesses continue to rise, retailers, distributors, and manufacturers need to have a strategy to protect sensitive data and keep operations running should a breach occur. Here’s how to develop a winning cyber defense plan.
Conducting business digitally is the key to future success, but it also leaves small businesses more vulnerable to cyberattacks as enterprises store more data in the cloud and sensitive information is shared more widely via the internet. Astra IT, Inc., a platform that identifies and manages web, API, and cloud vulnerabilities, notes that small businesses now account for 43 percent of cyberattacks annually; nearly half of those attacks are made on businesses with 1,000 or fewer employees. And while the cost to small business owners due to cyberattacks averaged only $25,000, many businesses paid much more. More concerning is that these attacks are continuing to climb.
Cybersecurity company Crowdstrike cites data released from the 2023 Internet Crime Report that says, “the latest figures released by the FBI’s Internet Crime Complaint Center (IC3) reveals that the total number of cyberattack complaints within the U.S. alone reached 880,418—a 10 percent increase compared to the previous year. The data also shows that estimated losses from reported attacks exceeded
$12.5 billion USD—up more than 22 percent year over year.”
Fortunately, you can take steps today to harden your company’s cybersecurity defenses, many of which are low cost. The first is creating an Incident Response Plan (IRP). This plan should establish guidelines for how to reduce the chance of an attack; how to respond should a security breach occur; and what to do after an attack has happened.
Establishing an IRP is important because it can help limit how long your business may be interrupted while minimizing damage. Other benefits include clearly identifying key stakeholders so employees know exactly who to turn to in an emergency; aiding in the digital forensic process to track down where the problem occurred and who the perpetrator might be; and minimizing negative publicity and reputational damage.
If you’re attacked, your email, chats, and database may be inaccessible. This is why IRPs should always be widely distributed in writing and reviewed regularly so employees know what to do. Think of your IRP as a “living document” that can be amended and updated as technologies advance and the threat landscape evolves.
The World Economic Forum notes that 95 percent of cybersecurity breaches are attributed to human error. Limiting employee access to sensitive data, changing passwords frequently, using two-step authentication, firewalling your network, and storing sensitive data separately are low-cost steps you can take right now to bolster your cyber defenses and reduce human error.
Regular training sessions that educate employees on how to avoid opening the door to cybercriminals are another inexpensive way to beef up network security. Training staff members properly with regular refreshers will soon have them instinctively asking, “Is that email from a customer or vendor requesting network access or security information legitimate, or is it a bad actor phishing for a way to attack our network? Is that file I’m about to drop on the server from an outside source malware free?”
Creating a culture of security and rewarding those who put their hand up to identify a suspicious file or email—even if it turns out to be a false alarm—will greatly increase your defensive posture.
Establishing a relationship with an outside cybersecurity firm is another simple step to take
BY
if you're attacked, your email, chats, and database may be inaccessible.
before something happens. These experts can be invaluable in stress testing your system and helping you conduct a proper IT risk assessment. You’ll also feel better knowing that a trained team of professionals has your back should a breach occur. The NSSF offers an excellent FFL Risk & Security assessment program specifically tailored to those in the firearms industry. ( nssf.org/retailers/ffl-risk-securityassessment )
Plans should also be reviewed by your legal counsel because they may have specific requirements that you’ll want to incorporate into your plan. Establishing point people so that everyone knows how the report structure works in the event of an attack is critical. This should include a list of key people to contact, which might involve your executive team, local law enforcement, shareholders, board members, bankers and investors, key partners or customers, and the outside security firm that can help you manage through a breach.
Trying to draft a response when all the red lights are flashing is not smart, so have a generic press release ready that can be easily adapted should a breach occur. Professional sports team practice constantly. You should too. Conduct mock attacks regularly and see how your IRP (and your team) works. And be sure to solicit feedback from all of your team members afterward so that weak points can be identified and addressed.
In today’s digital landscape, breaches are inevitable. The steps you take now to lessen the impact, however, can save you money, time, and minimize damage to your professional reputation. This is when having an IRP can be a lifesaver.
Four key steps to take are:
1. Identify which systems are affected. This is when having critical data sections that are separated from your mainstream network either physically (with sensitive information residing on a separate server or backed up offsite) or via firewalls that divide your network into sections is
impor tant. This is another example of where working with a professional cyber security par tner can pay big dividends in tr acking down where the problem lies.
2. Contain the a ttack. Disabling or shutting down the effected devices is important. You may also need to close portions of your network. You’ll need to weigh these decisions ag ainst how this will affect the continuity of your business.
3. Addr ess the problem. Are there specific devices that are infected with malware or are there files that need to be scrubbed? Can you take these devices offline so you can get oper ations moving again? Has any of your core business data been compromised? Ag ain, your cybersecurity partner can be a huge help in isolating the problem and getting you back up and r unning again.
4. Restore operations. Before you bring your network back online, be sure that every thing is carefully documented so that you can safeguard any evidence for f urther investigation while also providing a solid reference to shore up any areas of weakness. Establishing a solid chain of evidence will also send a strong signal to auditor s that you have taken this incident very seriously and that you’re doing your
level best to avoid any kind of data breaches in the future.
Equally important is creating a timeline of when and where the incident began, how you dealt with the problem, and when you resumed operations so you can be better prepared for future incidents.
Sitting down with your incident response team for a thorough post-mortem is paramount, and it should be done in an open and forthright way without finger-pointing. Survey your staff: what went right, what went wrong, and what areas of weakness need to be addressed to avoid attacks in the future?
Cybersecurity firm ioSENTRIX has a great blog devoted to creating a solid incident response plan. As part of the post-mortem exercise, they recommend that the point person on your incident response team relay the following information to your staff: incident timeline; response metrics, including mean time to discovery (MTTD) and mean time to repair (MTTR); impacts on data, systems, business operations, customers, and employees; and containment and remediation actions taken.
Hopefully, you’ll never have to experience a cyberattack, but knowing you’ve done all you can to prepare for the possibility and having a clear game plan for what to do should a data breach occur will provide peace of mind for both you, your customers, and your employees.
Creating an IRP takes time and thoughtful consideration. Here are some excellent resources that can help.
• The Cybersecurity & Infrastructure Security Agency: cisa.gov/sites/default/files/publications/Incident-Response-Plan-Basics_508c.pdf
• The National Institute of Standards & Technology: csrc.nist.gov/pubs/sp/800/61/r3/final
• The Federal Trade Commission: ftc.gov/business-guidance/resources/data-breach-response-guide-business
• Hyperproof: hyperproof.io/resource/cybersecurity-incident-response-plan
• OPSWAT: static.opswat.com/uploads/banner-images/SolutionBrief_IncidentResponse_LTR_EN.pdf
IDCouncil Guns, Council This northwest Idaho store stocks a mix of 200 hunting and concealed carry guns. Their two employees serve a clientele of ranchers, guides, and rural cabin owners.
Summer sales of MSRs are slow. The topselling MSRs include Smith & Wesson M&P 15 Sport IIIs, LWRCs, and Andersons. Boltaction guns are picking up, and the retailer is forecasting an increase in bolt-action sales throughout the summer. Right now, Ruger American Generation IIs and Glenfield Model As command the lion’s share of sales.
“We’re a hunting store when it comes to rifles. Our bolt guns continue to expand in multiple calibers per customer. They want at least four different rifles, usually in .308, .30-06, .270, and 6.5 Creedmoor,” said owner Brian Goodwin.
Handgun sales are steady. Smith & Wesson Shield EZs in .380, SD9s, and M&P 10mms are selling well, along with Ruger LC9s. Goodwin said GLOCKs have continued to fall out of favor in his store.
UTJ. Sip and Sons, Tocqueville In business since 2008, this southern Utah custom gun manufacturer and retailer specializes in hand-carved wooden stocks, mechanical engineering, and specialty finished custom machining. As one of Blaser’s exclusive U.S. retailers (the brand is the store’s largest seller), seasonality is rarely a factor.
Sales of custom suppressors, one of the shop’s fastest retail sales trends, have continued to grow. “A decade ago, I would have never predicted the growth of suppressors in the U.S. market. Our customers are buying them in droves for hunting rifles. I don’t see an end to this segment’s growth,” said owner Justin Sip.
When their client owns a custom rifle with high-grade optics, they are curious about suppression. “Once a hunter experiences the pleasure and hearing comfort of a rifle with a suppressor, there’s no turning back. They add them to at least two,” said Sip.
This store is also experiencing an uptick
in carbon-barrel bolt-action rifles, as well as increased demand for PRC-caliber ammo.
Big Lake Keeping under 100 firearms in stock, this gun-pawn shop rests 50 miles north of Anchorage in the suburban MatSu Valley close to Big Lake. The store is a mix of ATVs, snowmobiles, and inflatables. This is their second year of business.
While it’s summer in most of the lower forty-eight, it’s still spring in Alaska. Traffic is slowly picking up with a mixed demand for large-caliber handguns, used shotguns, and big-bore lever-action rifles.
“We are a small shop that stocks very little from traditional distributors. We focus on transfers and direct orders with plenty of used consignment guns. It takes about a week to get a gun on order. For consignments, we charge between 15 and 20 percent, allowing us to move slowly and conservatively into our inventory as we develop relationships with new customers,” said owner Jesse Barnes.
WISuperior Shooter’s Supply, Superior Located just one block from Lake Superior, a skip and a hop across the Wisconsin state line, this longstanding Duluth-area shop specializes in firearms, safes, reloading supplies, and soft goods. This retailer says the handgun market is evolving. “We see higher turns of revolvers from the many women coming into the sport. They have been harder to get, particularly from Ruger,” said owner Pat Kukull. S&W Shield EZs and 2.0 .380s, Taurus GX4-XLs, Smith 686 J-Frames, and GLOCK Gen 6s are all crossing the counter. Handguns sales have been better than expected for the spring and early summer.
MSR sales have picked up slightly to five per month, with S&W M&P 15 Sport IIIs and models from Palmetto serving as the “go-to” brands. Ruger American Gen IIs and Savage 110s, in .308, 6.5 Creedmoor, and .30-06, garner the most attention. Kukull also mentioned gun safe sales have remained consistently high this year. She was pleased to report all
ammo stocks are good, and 10/22s are selling exceptionally well this summer.
ville Established in 2010, this retailer stocks a tightly inventoried 500-squarefoot store in metro St. Paul to meet the needs of a home-defense clientele. MSR inventories are moving, at about six per month. A mix of Palmettos and S&W M&P 15 Sport IIIs hold the top spots.
“To capture all the traffic we can muster, our transfer fee is just $25. Our goal is to get customers coming back into our store. My shoppers are highly price sensitive, and this has been even more pronounced in the past few years,” said owner Rick Kay.
Handgun sales are steady for the summer months, with several GLOCK 6s on order. Shield 2.0 .380s and CZ 1911s are moving well. Used handguns are in higher demand than in previous years, and this retailer expects them to increase.
Traverse City With fishing and archery taking up equal amounts of retail space, this north Michigan shop keeps over 500 long guns and handguns on display. It houses additional inventory for rentals on their 25-yard range. Rimfire is always hot in the summer. This retailer moves Ruger Americans in . 17 HMR and 10/22s across the counter daily. “We cater to a lot of families. We like to stock guns priced for the kid who is mowing lawns,” said counter salesperson Zach (Cookie) Cook.
Smith BODYGUARD 2.0s in .380, Springfield Hellcats, and SIG SAUER P365s are turning heads at this store. In the summer, this shop always sells a small number of largecaliber Smith revolvers. Recently, M&P 10mm 2.0s for bear protection have hit the radar.
Sales of MSRs are picking up after a slow start this year. A mix of M&P Sport IIIs and models from Daniel Defense are seeing the most action. Bolt-action rifles are just starting to get attention. Browning X Bolts, Weatherbys, and Christensens sell well.
Jackman Stocking 250 used and new firearms, this small-town store specializing in hunting firearms and hardware is located on Main Street, just five miles from the Canadian border. Handgun sales are consistent, with several Browning Buckmarks crossing the counter. A few conceal carry guns, such as Kimber Micro 9s and Charter Arms Chic Ladies, are making turns.
“There is always demand for shortbarreled large-caliber revolvers like Ruger Alaskans in .44 Mag. or .454 Casull being purchased for bear protection. Just to be clear, we will never stock a gun or gun part from China. My customers simply refuse to buy them,” said owner Mark Giroux.
Rabbit guns are always hot at this store. A mix of Ruger 10/22s, used H&R 20- and 12-gauge single actions, and Savage Model 10s in .223 are finding new homes. M&P 22s and Rock Rivers are on the rise at this store.
Range, Waterbury Located in north-central Vermont, this small-town gun shop displays 900 guns in 4,000 square feet, keeping seven full-time employees and three part-timers busy. Parro’s also has a full-time law-enforcement sales staff, supplying much of the upper New England and upstate New York area. Like much of the country, these area departments are continuing to transition to GLOCK MOS 9mms. The modular GLOCKs are optics-ready and are the significant leader for this supplier. “The change stems from the need to move from iron sights to improved sight-acquisition platforms. Most departments have also moved to 9mm from .40,” said counter salesman Kevin Brown.
As for new pistol sales, M&P BODYGUARD 2.0s are leading this counter, followed by high numbers of GLOCK G45 Gen 6s. Sales of SIG P365s also remain consistent with high turns. Regarding MSR patrol rifles, the current leader is the Ruger 8587 equipped with Yankee Hill Suppressors. Other sales are going to Daniel
Defense and Q LLC. This store also has large numbers of used M&P 15s for sale.
Birch Armory and Range, Dover Located in southern New Hampshire just a few miles from the Maine state line, this large retailer and range keeps over 2,500 firearms in stock. The company serves a wide audience in training, shooting, and retail, both in store and online.
While handguns always rule at this retailer, MSRs are making particularly brisk turns this summer. “I’m aware that many smaller stores are seeing falling activity with MSRs, but we market our rifles and promote them seriously. Even in this market, we’re selling up to 20 rifles a week,” said director of sales Joe Dichiara. At White Birch, the rifle leaders are a mix of M&P 15s and Ruger 556s. Daniel Defense also sees weekly turns.
Handguns are always busy for this shop. The highest numbers are a mix of GLOCK 17s, SIG P365 Compacts, and M&P Shields.
ARGuns Plus, Searcy This rural North Arkansas retailer keeps 500 guns in stock with three full-time employees. The store has a mix of hunting, home defense, and reloading products. At three per week, MSRs continue to make the register ring for this location. “We’ve seen a steadily increased demand with MSRs. As our customers add to their collections, they’re buying these rifles more and more for hunting,” said counter salesman Charles Bridgeman.
Bushmaster and Diamondback lead at this counter; Sport IIIs hold down third place. Bolt-action guns are hotter than they have been in the last two summers, with a mix of Ruger Americans and Tikkas turning higher mid-season numbers than usual. This store is seeing a constant uptick in demand for used Remington 700s and Browning A-Bolts. The two most popular calibers, .30-06 and .3030, remain consistent for this retailer.
Handgun sales are steady, with Taurus G3s in the top spot. Meanwhile, SIG 3P65s are falling to GLOCKs. “We’ve really seen an
increase in GLOCK sales. Our customers are choosing them three to one over SIGs and Springfields,” Bridgeman said.
TNThe Gun Shop Trading Post, Livingston Located in central northern Tennessee in a lake community near Dale Hollow reservoir, this rural store stocks 400 firearms with three full-time employees. The store specializes in hunting and home defense products. After a busy spring, this store uses the late spring-summer months to task administrative duties.
“The days of summer are a breath of fresh air after coming off tax season, one of our busiest sales periods. While much slower in the summer, we use the time for inventory assessments, reordering, and restocking,” said counter salesperson September Bingham. Handguns remain active with price-point Taurus G2Cs holding the top spot. GLOCK 43Xs and Ruger’s LCP Max have some heads turning. Selling close to one a week, MSRs remain slow with a mix of Sport IIIs and Radicals.
Founded as a haberdashery in the late 1800s, this uniform and soft goods company began to handle firearms in the 1960s to fill duty-belt orders from their local police department. Today, the firearm side of the business keeps more than 1,000 guns in stock. There are more than 1 million SKUs throughout the store. Spring to summer has handguns moving, with this retailer featuring Smith 642s. “We sell our share of GLOCK 6s and SIG P365 Micro-compacts. But without question, Smith revolvers continue to move consistently,” said owner Steven Fishman.
MSRs are steady but holding to low price points. Del-Ton sits in the highest sales position. Fishman noted that kit gun owners, looking to trade in, are disappointed with his store’s offers. “These customers have spent $800 building a custom rifle that we can barely offer them $175 for,” he said.
Shotguns are steady year-round for this store, with a mix of Beretta Super Pigeons and A300 Tacticals.
The upgraded 212/220 Harvester and Harvester Woodland slug guns now feature the advanced AccuFit V2 stock system, providing shooters with unparalleled customization and performance enhancements. This system uses tool-less adjustments for both length of pull and comb height to allow users to achieve a personalized fit quickly and efficiently. The Quick Set Dial (QSD) facilitates these adjustments, providing up to 0.8 inches of comb height modification and 1 inch of length-of-pull adjustment in 1⁄8-inch increments. This system ensures optimal ergonomics for shooters of all sizes and preferences.
Other key features of the 212/220 Harvester and Harvester Woodland models include interchangeable grip modules, M-LOK panels with an integral ARCA rail, an exclusive LimbSaver recoil pad that can deliver a 50-percent reduction in recoil, shotgun bolt body with a threaded bolt handle, a detachable box magazine, and a fully rifled, 22-inch carbon-steel barrel.
The 212/220 Harvester models are available with a Flat Dark Gray synthetic stock; the Harvester Woodland variants feature a Savage Woodland camo stock. Both versions are offered in 12-gauge and 20-gauge configurations, with left-hand options available in the 20-gauge models. SRP: $829 to $1,069, depending on gauge and stock color. savagearms.com
by slaton l . white
The Encore Prohunter Firestick .50-caliber muzzleloader combines the proven break-open platform with the revolutionary FireStick ignition system to deliver a new standard in muzzleloading performance. Engineered for hunters who demand precision, simplicity, and reliability, the Encore Prohunter FireStick system eliminates the inconsistencies of traditional muzzleloading. By utilizing encapsulated, pre-measured powder charges, the Federal FireStick Ignition System ensures repeatable shot performance, faster reloads, and easier cleaning. Other features include a counterbored muzzle that simplifies bullet seating while enhancing downrange accuracy, a Swing Hammer ambidextrous rotating ham-
The Gripper CoolBox 10-quart cooler is a perfect companion for the dove hunter sitting in a field or a deer hunter waiting in a ground blind or tree stand for a deer to approach. It features a fully insulated, injec tion-molded construction that provides impressive ruggedness and extended ice retention, plus a convenient built-in gripper handle, leakresistant gasket, toolbox-tough latches, and a stay-put rubberized base. Thoughtfully crafted with unexpected organization, the Gripper CoolBox incorporates attic-style lid storage with a flexible clip-in divid er to easily secure snacks, canned drinks (up to three) or ice substi tutes. The cooler’s main interior space generously holds up to eight cans or a combination of containers, snacks, and drinks. Together with its rugged construction and smart internal layout, the Gripper CoolBox delivers the performance and ease that help make long days feel more manageable—and lunch breaks more enjoyable. SRP: $59.99. igloocoolers.com
The High Noon break-action side-by-side shotgun blends traditional styling with modern craftsmanship. A single trigger keeps operation simple, while double barrels and different chokes deliver effective patterns at varying distances. As an upland hunting shotgun, the High Noon is comfortable to carry all day and swings into action when the birds flush.
Each High Noon shotgun includes five interchangeable choke tubes for
The .45 ACP and 9mm 1911 Garrison Target pistols take the classic and proven 1911 design and add a high-quality adjustable rear sight for competition-minded applications. The result is a rock-solid 1911 with forged steel construction, modern upgrades, and the strength to provide a lifetime of service. To ensure maximum downrange accuracy, the sturdily built steel adjustable rear sight unit offers full windage and elevation adjustments. In addition, its rear face is black and serrated to help disperse sunlight and ensure a solid sight picture. The front sight features a highvisibility white dot. A set of attractively checkered thin-line wood grips ensure a solid hold on the pistol.
As with all Springfield Armory 1911 pistols, the new Garrison Target models in .45 ACP and 9mm feature forged steel construction in their carbon steel slides and frames, ensuring durability and strength. The matchgrade 5-inch barrel is constructed of forged stainless steel for maximum downrange accuracy.
Both the .45 ACP and 9mm versions come with a high-quality steel magazine. The blued-steel .45 magazine offers 7+1 capacity; the stainlesssteel 9mm magazine offers a 9+1 capacity. SRP: $999. springfield-armory.com
by slaton l . white
Raising the bar for maximum versatility and storage, 5.11 is bringing back a limited inventory of the All Mission Collection (AMP) packs. The AMP 12 has a 25-liter capacity; the AMP 24 has a capacity of 32 liters. Both offerings feature 5.11’s patented HEXGRID multi-angle load-bearing platform, including a removable 9x9 HEXGRID panel for rapid mission customization. A full clamshell main compartment with Quad-Zip zippers provides complete access to organized storage, supported by internal loop panels, mesh organization, and admin pockets. Built from water-resistant 500D Dobby nylon with a reinforced 1050D nylon base and TAC-LAM laminate, the AMP12 and AMP24 are finished with a thermoformed back panel. The AMP bags will be available in black, dark kangaroo, and ranger green. SRP: $170, AMP 12; $190, AMP 24. 511tactical.com
The S.A. 1873 Black Thunder is a modern revolver built around one of the most recognizable handgun patterns in firearms history. Chambered in .44 Remington Magnum, the Black Thunder maintains the traditional singleaction operating system that defines the 1873 pattern while incorporating several contemporary features intended to support modern shooting, hunting, and outdoor applications. The revolver operates through a traditional single-action mechanism and uses a six-round fluted cylinder with a semihexagonal profile. This geometry reduces weight while maintaining structural strength and balance in the hand. A transfer-bar safety system supports safe operation while preserving the familiar manual of arms expected from a single-action revolver.
Chiappa pairs this action with a tensioned barrel system comprising a steel inner barrel housed within an aluminum outer sleeve. This construction helps reduce overall weight while maintaining rigidity and consistency in the barrel assembly. The revolver will be offered in two configurations: a 5.5-inch barrel and a 7.5-inch barrel, providing shooters with options suited to both compact carry and extended sight radius preferences.
Several modern features distinguish the Black Thunder from traditional revolver reproductions. A top-mounted Picatinny rail allows the installation of optics, enabling shooters to configure the revolver for hunting or specialized shooting applications. The revolver also features an enlarged trigger guard, improving accessibility when wearing gloves or operating it in colder environments.
The revolver is equipped with fiber-optic sights, combining a high-visibility front element with a fully adjustable fiber-optic rear sight to support rapid sight acquisition in varying lighting conditions. Ergonomics are further enhanced by an oversized Hogue rubber grip designed to improve recoil control when firing full-power .44 Magnum loads. The grip frame remains compatible with Ruger Super Blackhawk-style grips, offering shooters additional customization options. SRP: $1,135—$1,155. chiappausa.com
Designed for today’s concealed carry users and compact-frame pistols, the MPS-C delivers the same battle-proven pedigree as the original MPS—now in a more compact RMSc footprint optimized for everyday defense. Purpose-engineered for the demanding environments faced by law enforcement officers and protection-minded citizens alike, the MPS-C retains the same trusted internal architecture of the original optic. A fully sealed, enclosed emitter protects the optic from debris, moisture, and environmental contamination while the hard-anodized Class III aluminum housing with reinforced sidewalls provides exceptional impact resistance. At just 1.13 ounces, the MPS-C adds minimal weight to a carry pistol while maintaining Steiner’s uncompromising durability standards.
Despite its compact size, the MPS-C gives a clear, distortion-free sight picture through a protected, recessed window shielded by a thick metal shroud. The optic features true 1X magnification and a crisp 1.6 MOA red dot, enabling fast, both-eyes-open target acquisition for close-range defensive engagements and high-stress scenarios.
User-adjustable brightness includes 12 illumination levels, with 10 visible settings for day and low-light use and two night-vision compatible modes, ensuring adaptability across all lighting conditions. Powered by a CR1632 battery, the MPS-C offers an impressive 46,125 hours of continuous runtime on the lowest setting, 13,000 hours at medium brightness, and is supported by an integrated motion-sensing “shake-awake” feature and user selectable 13-hour auto off that conserves power without sacrificing readiness. SRP: $574.99. steiner-optics.com
Knowing where you are, and where you want your business to go, is essential to success.
Acompass is one of life’s greatest tools, and I was taught how to use it when I was a Cub Scout. The question put to us was, “Why do you use a compass?” Our pack’s answer was “So, you don’t get lost.” Then we had to use them for a fun (and also a bit scary for a 9-year-old) outing. But that outing taught us valuable lessons about understanding where you were and how to get to where you wanted.
Today our phones, watches, and cars all have a compass built right in. The core of the GPS is a compass. You have one in your operation, too. It may not be a mechanical device, but it sits between your ears. You had vision and a plan when starting or leading the business you have now. The concept of the term “business compass” is a powerful tool. It can be a diagram, chart, or report that points very clearly to what your business does and why it does it. That information helps you set the direction of the business. Sadly, many enterprises do not have a compass of any sort. They have ideas, but not much more. That, my friends, is called drifting, and it won’t get you anywhere. This was exactly where Jayne and I were all those years ago. We had the idea, but not much more. Then I remembered the compass training. Success is so much about navigation and guidance; they allow you to focus on the goals, values, and protocols you have set in motion. How you get that information becomes the next step.
When we started the business in the early 1980s, we did not have the computer and internet access like we do today. So, we did the next best thing. We asked our current guests, as well as potential guests, a series of questions and then listened to their answers. The excitement of these folks when we sincerely asked for their input amazed us. No one in this market had done that. And, boy, did we get answers—all of which acted as compass headings that allowed us to set a direction.
A gun-rental program was something at the top of the list. Nothing like it was in place in those days, so we set one up. Eventually, we had over 100 different models that our guests could shoot at our range in a “try before you buy” program. It was incredibly successful. Providing lessons and training was next, so we set those up as well.
One surprising “compass reading” came from our international guests. They requested that range rules and other forms be available in their native languages. We ended up creating documents in seven languages. Doing so created an enormous feeling of good will and respect, which ultimately translated into higher sales.
One enlightening story I want to share came after the NICS operation went into effect. The leadership team at NICS reached out to me, and a couple of other dealers I pointed them to, on what kind of data we would like for them to collect. This was not an easy ask, as there were plenty of folks worried about the government collecting anything . In our case, we knew that some data, such as the number of units sold— either long gun or handgun—broken down by state, would be very helpful to have in hand.
At this stage, we were still a small operation that sold mostly handguns. The NICS data was a shocker. Back then in Oklahoma three long guns were sold for every handgun. We were missing a full 75 percent of the market. The NICS data helped us totally change and refocus on the firearms side of the business. We could now take the NICS state numbers, compare them to what we were selling, and learn our market share.
Here’s an example of what I’m talking about, using an Excel work sheet. Lay out months on the left side and years on top, with three rows for each year. Track your unit sales by month in the first column. In the second column input the NICS numbers. The third column is your market share.
The more you track, the better the picture you will have. You may not have NICS data, but tracking sales and number of units will help greatly. The Simple Truth is a Business Compass helps you choose the correct path by allowing you to make decisions on trusted data rather than a hunch. I would be happy to send you the NICS numbers cleaned up for your state. Just email me at Miles@HallnHall.com
Long
Author bio: Miles Hall was founder and president of a multi-million-dollar firearms retail store and gun range in Oklahoma for 36 years. He is now a senior advisor helping FFLs around the country run more efficient, profitable businesses. HallnHall.com
