SHOT Business November / December 2025

INTRODUCING :

RED CAT PREMIUM CABERNET SAUVIGNON

TOGETHER WE STAND. TOGETHER WE GIVE BACK.

Introducing Red Cat Premium Cabernet Sauvignon, proudly made in the USA. This special release supports our new Veteran Outreach Initiative, with a portion of proceeds from every bottle going directly to Veteran Support Organizations. Raise a glass in honor of those who served.

RITON OPTICS –Change is constant, and Riton is proof.

“We’re coming to a close on the first phase of putting Riton in a position to move forward,” said Trent Marsh, Marketing Director at Riton. “So much of the work we have been doing has been behind the scenes over the last couple years. Obviously the brand refresh has been obvious to those watching, and the new products are easy to see, but the processes that are being put in place and the way we do our work on a day-to-day basis, nobody sees that except for us.”

The headwinds of the last 18 months has affected the entire industry, and while Riton is no different, the changes have helped keep things moving in the right direction.

“When we see a market contraction like we’ve have in the last couple years, everyone feels it. Usually, there’s one or two things cutting against us, but these last couple years has felt like everything all at once. From a tough economy, to a friendly political environment that suppresses sales, to uncertainty around tariffs, it really has just felt like everything has been a hinderance rather than a help,” Marsh added.

For Riton, that has made the fresh and engaging branding, a freshened product mix, and new eyes in management even more valuable. While a lot of the industry has had to roll things back, Riton was already planning these changes, and it made for a stark contrast to an industry largely trying to just hold serve.

Eric Wilson, National Sales Director, agrees.

“To be bringing new products that filled holes we identified as part of the brand refresh, and to see the new look for the brand hit at a time when a lot of the industry was keeping things pretty static, it absolutely helped in those conversations with our retail and distribution partners,” said Wilson.

Even those conversations weren’t always easy, as Riton, like most brands, had to adjust pricing with the ongoing uncertainty around tariffs and rising material costs.

“We had been able to hold prices stable longer than most, so we were already looking at it in a larger way. The pricing structure we had needed a larger adjustment, and in the end we were able to be pretty creative and offer a lot to our partners, while doing what we needed to stay ahead of costs,” Wilson added.

The result was not an across-the-board price increase. Some products actually saw a reduction in price to dealers and distributors. What was consistent was a narrower and more standardized relationship for MAP and MSRP, and margin certainty for Riton resellers.

“We aren’t done,” said Marsh. “There’s plenty more to come, but we’ve absolutely set the table to take the gains we’ve made during some very difficult times for the industry, and let that catapult us forward.”

The Digital Future

Does your brand have a strategy for digital marketing?

If brand marketing is a long-term strategy focused on shaping customer perceptions and building lasting relationships through consistent communication and a strong brand identity rather than a focus on immediate sales, how does a company create a great branding strategy? Key concepts include brand identity and brand voice. How do you maintain a consistent communication message across all touch points, including marketing materials, social media, customer service, and website? EDITORIAL & CREATIVE

Story telling seems to be an important component, too. How do you use compelling narratives to connect with customers and build emotional connections? How do you achieve customer engagement and brand loyalty?

Using branding to differentiate your brand from similar competition is important as well. How do you do this?

Good questions. Modern marketing is a far different enterprise than it was just a few years ago. Building lasting customer relationships remains job one, but the digital era seems to create as many downsides as upsides. (A certain beer company comes readily to mind.) That said, you can’t ignore it, as you will discover when you read “Taking Your Brand Into the Digital Future” (page 24) by Kel L. O’Brien.

Beth Shimanksi, vice president of marketing for Savage Arms and Bowtech archery brands, has long understood the importance of a digital footprint. She told O’Brien, “In today’s digital world, a strong digital strategy isn’t optional—it’s a core tenant of our marketing strategy. For our brand, it’s the most flexible way to reach customers faster and stay in front of customers in a competitive and an increasingly data-driven market.”

Trent Marsh is Riton’s marketing director. He also understands the importance of developing a digital strategy. “Digital strategy is a crucial part of any larger marketing plan,” he says. “It encompasses so many different outlets and mediums; if you aren’t focused it can overwhelm your team, and worse than that, it won’t fit the larger goals you have in play. You can use it as a path to increase visibility with a partner who has other channels of distribution or as an incubator for smaller relationships. With so many facets it requires a lot of attention, thought, and resources.”

In other words, a successful digital strategy requires unrelenting focus and effort. Years ago, in what seems like another lifetime, I worked in a publishing company that gave lip service to its digital branding efforts. Upper management hired a young staffer because of his SEO (search engine optimization) expertise. But he had trouble communicating with colleagues, and to make matters worse, the company refused to make the required investments that are necessary to build a strong digital brand. This weak-fisted approach essentially relegated the company’s digital efforts to a strategic backwater, allowing the competition to seize the initiative. It reminds me of advice given to me when I was trying to master a difficult outdoor skill: “If you’re going to do it, commit to it. There’s no other way.”

Slaton L. White, Editor

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NEWS BRIEFS

X Marks the Spot

Since 2011, X has marked the spot—for extreme waterfowlers and turkey hunters, at least. Known today for their realism and durability, Avian-X decoys are meticulously crafted to mirror the real thing and evaluated in the most brutal conditions by outdoorsmen who grit through the toughest

hunts on days when lesser hunters stay home. The brand fortifies its expertise with a long-standing commitment to educating and introducing future sportsmen and women to everything hunting has to offer.

The newest additions to Avian-X’s motion decoy lineup are the Power Butt Kicker Duck Decoy ($129.99) and Tip Up Mallard ($199.99), both of which deliver the ultimate in subtle, lifelike movement. Ideal for finishing groups of wise late-season ducks in windless conditions, the Power Butt Kicker features an ultra-realistic feeder butt with power-kicking webbed feet that perfectly mimic the feeding motions of live birds. When positioned at the water’s surface, the feet produce natural motion, wake, and splashes reminiscent of a real mallard feeding—quickly convincing skybound birds to come closer for a better look. Users can choose between two modes: full-on mode for 12-plus hours of use and intermittent mode for ample battery savings and 24-plus hours of use. It comes complete with a high-impact power module, a lithium-ion battery, and a charger to keep

the deke powered up and ready to go anywhere, all season long.

Like the Power Butt Kicker, the Tip Up Mallard mirrors a live puddle duck tipping up to feed in shallow water, thanks to a patent-pending internal weight system that moves slowly along a threaded shaft, allowing it to smoothly transition from floating to a realistic tip-up posture. Incredibly effective on calm, windless days, this decoy creates enticing water disturbance and motion that’s visible from long distances. Conveniently powered by a rechargeable 6-volt lithium-ion battery, it runs for up to 12 hours on a single charge, depending on whether it’s used in Position 1, which cycles between feeding and swimming motions, or Position 2, which adds a partially upright posture to create even more lifelike movement on the water.

As for Texas-rigged decoys, carrying them will be easier than ever with the brand’s new Floating Shoulder Loop systems ($64.99). The tear-dropshaped loop prevents tangles and allows for fast

↑ The

deliver subtle, lifelike movement.

setup and pickup so that waterfowlers can spend more time hunting and less time sorting gear. Each loop holds up to 12 rigged decoys and even includes a molded shoulder pad for added comfort during long hauls. It is available with a choice of 6-ounce egg- or mushroom-style weights.

Or simply load, tow, and go with the all-new patent-pending Floating 12-Slot Duck Decoy Bag ($129.99). It holds and floats up to 12 decoys, making setup and takedown quick and hassle-free. Wrapped in Mossy Oak Shadow Grass over rugged, weather-resistant DUK-TEK material, it shields decoys against water, mud, and unexpected impacts. The 2.5-inch closed-cell foam liner keeps everything afloat and a rubberized mesh drain releases water to cut drag and weight. It even has a zippered top flap that wards off dirt, dust, and ice, and a three-foot tow rope that attaches to D-rings or belt loops for effortless hands-free towing across the marsh or over open water. Avian-x.com

EOTECH Invests in Defense Technology

There’s no question that the defense industry is evolving to face the challenges of a changing world. No longer is it simply manufacturing armaments, but, increasingly, investing in systems, such as virtual awareness tools and weapon-mounted sensors.

In a strategic move to expand its role in the defense technology ecosystem, EOTECH recently announced the acquisition of VK Integrated Systems (VKIS), a Tennessee-based developer of advanced weapon electronics and battlefield networking solutions. The acquisition continues EOTECH’s evolution beyond optics into a vertically integrated, American-made defense platform focused on situational awareness, data integration, and mission-ready systems.

“This is a continuation of our thesis,” says EOTECH CEO Joseph Caradonna. “We’re building an integrated, American-made platform for missioncritical awareness, where hardware, software, and sensors work as one. It’s a systems-architecture approach, not just a product expansion.”

Founded in 2014, VKIS specializes in real-time warfighter technologies, including TAK-based situational awareness tools, weapon-mounted sensors,

and edge-computing systems. These capabilities directly support U.S. efforts to digitize the battlefield, modernize legacy systems, and bring C5ISR functionality closer to the tactical edge.

VKIS capabilities now joining EOTECH include the following: Weapon Electronics and Sensors are devices like the SIOS and VICE modules that provide real-time orientation and targeting data from the weapon platform. TAK Server as a Service (SaaS) provides a cloud-hosted, managed Team Awareness Kit (TAK) server solution for organizations that lack the resources or expertise to host their own infrastructure. The idea here is to let mission specialists focus on the mission, not managing infrastructure. The secure, scalable, and cost-effective service provides the reliability and performance a team needs to seamlessly leverage the power of TAK. ATAK Plugin Development offers custom extensions to the Android Team Awareness Kit (ATAK) ecosystem. TAK Stack is a free-use platform that simplifies access to geospatial maps, plugins, and field tools.

“EOTECH’s scale and trust in the field make this a natural fit,” says Vasilios Kapogianis, president and CEO of VKIS. “Our mission has always been to give

warfighters more awareness, more control, and more survivability. With EOTECH, we can deliver that capability faster and further.”

As part of the acquisition VKIS will be rebranded as EOTAK, but will continue operations from its Clarksville, Tennessee, headquarters. The acquisition follows a string of U.S. defense investments aimed at tightening supply chains and scaling dual-use systems that blend rugged hardware with real-time software integration.

eotechinc.com

QUICK AND EASY HEADREST FIREARM STORAGE

Firearm storage in a vehicle often presents a Hobson’s Choice: safety or convenience? Louis Tuck, COO/SFO of the Headrest Safe Company, doesn’t buy it. “When it comes to carrying your valuables or firearms in your vehicle, most people think they have to choose between safety and convenience,” he says. “But with our products, you can have the best of both worlds: peace of mind that a firearm is secure plus easy access.”

The company’s latest storage product is the Compact Headrest Safe. It’s ideal for customers looking for a smaller profile than the company’s Vulcan or Slide safes.

“With a symmetrical profile, this model works great in sedans and luxury vehicles,” says Tuck. “The Compact comes with our new hotel-style lock, a simple keypad entry to open and close the safe door, just like those used in hotels. With three ways to open your safe (thumbprint, key, and code), you will have easy access, and even with the smaller profile, the Compact still accommodates a fullsize pistol.”

Once installed, the Compact Headrest Safe locks in place so only you can remove it. The fabric coverings that are used look and feel like real leather. Concerned about matching your interior? Order a swatch and see for yourself (theheadrestsafe.com/pages/swatch-request-order-form) and the company will get a sample to you.

The Compact Headrest Safe was designed to be on the passenger side, so the driver has direct access to the safe from the driver’s seat. The Compact Headrest Safe bundle offers a matching driver side companion headrest to match identically to the Compact Headrest Safe.

“As the innovator of the headrest safe industry, our mission is to provide the most robust, discreet vehicle safe-storage system on the market. Doing so, we

have provided peace of mind that your

or valuables are safe and secure, all the while allowing rapid access when you need it most,” Tuck says. SRP: $299. theheadrestsafe.com

ROTAPOINT ROLLS OUT WATCH CAP

Rotapoint Systems LLC, designers and manufacturers of advanced sighting solutions, has launched Watch Cap, a precision-engineered, bore-concentric optic-mounting solution designed to help snipers transition to magnified optics with unprecedented speed—without sacrificing situational awareness. Quietly adopted by top-tier military shooting teams over the past year, as well as the Royal Canadian Mounted Police, the Watch Cap has already proven itself on the podium, earning top placements in some of the world’s most demanding sniper competitions.

“The Watch Cap has changed the way elite shooters approach high-pressure environments. When seconds count, it’s the difference between acquiring a target or missing a window of opportunity,” says Dave Sugg, founder of Rotapoint Systems. “Like our entire product line, we designed it to give shooters every possible edge—and it’s already outperforming expectations on the field.”

At multiple events, shooters running Watch Caps outperformed those who didn’t—sometimes even overcoming more experienced competitors. The message is clear: a Watch Cap may be the force multiplier you didn’t know you needed. The product is now officially patented and continues to grow in popularity across the competitive and professional sniper communities. Designed and machined in the USA from aircraft-grade 7075-T651 aluminum and finished with Type III hardcoat anodizing, each model is precision machined to withstand the rigors of operational environments. Models includes versions that fit mounts from Geissele, Nightforce, Badger Ordnance, and Leupold. SRP: $129.95. The newest model is a Watch Cap for Spuhr rings and mounts that use the Acro footprint. SRP: $74.95. rotapoint.com

The Moultrie Edge

More than 45 years ago, Dan Moultrie pioneered the game-management category. Today, Moultrie is one of the best-selling brands of game cameras and feeders in the world, and it continues to innovate with new technology on which hunters and land managers rely. Defined by the foundations of reliability and ease of use, Moultrie products are designed for hunters, by hunters, and are always fieldtested before they go to market. Combining forward-thinking innovation with time-tested practicality, Moultrie consistently demonstrates what it means to be “The Most Trusted Name in Game Management.”

The new EDGE 3 camera lineup builds on Moultrie’s legacy of innovation; as a result, the EDGE 3 and EDGE 3 PRO deliver powerful new features and next-level connectivity. The EDGE 3 Series introduces several groundbreaking features designed to streamline the user experience. Moultrie A.I. is a significant advancement in the EDGE 3 Series by extending battery life. It does so by filtering content to deliver your most important content at the cadence that you want it. For example, if you want photos of all your deer (bucks and does) delivered once per day, it can do that. But if you want photos and videos of bucks delivered immediately after a photo is captured, Moultrie A.I. can do that as well.

Hunters who own EDGE 3 Series cameras and compatible feeders from Moultrie’s latest line can utilize Moultrie Connect to manage their entire property in the Moultrie app. Combining these elements into one seamless platform, Moultrie is redefining the standard for connected property and innovation.

“The EDGE 3 Series is designed to deliver what really matters to hunters,” says Alex Sherbinow, Moultrie’s senior director of marketing. “The ability to stay connected to your property, with HD images of your deer, and AI-driven features that optimize your battery life, allows your camera to stay in the field without frequent visits.”

Sherbinow also notes that the EDGE 3 Series boasts enhanced resolution, “delivering clearer images at 40 MP on the EDGE 3 and 50 MP on the EDGE 3 PRO. This improvement ensures that users get the most out of every shot by capturing stunning details.”

“And, as part of the recent partnership with onX Hunt, the cameras included in the EDGE 3 Series will also integrate directly with the onX Hunt app. Those who purchase a camera in the EDGE 3 lineup will receive a free three-month onX Hunt Elite subscription.”

Other key features of the EDGE 3 and EDGE 3 Pro include Live Aim, GPS, Moultrie A.I., Battery Life Estimator, Low-Glow Flash, Lightning-fast trigger speed (0.5 seconds on EDGE 3, 0.3 seconds on EDGE 3 PRO), Auto Connect, Built-in Memory, and Moultrie Connect. SRP: $99.99, EDGE 3; $139.99, EDGE 3 PRO. moultrie.com

Laser Ammo’s Shot Body System

The Shot Body System (SBS) is a wearable sensor system specifically designed for force-onforce scenarios, active shooter simulations, and decision-making shooting exercises. Individuals or teams can utilize the system to strengthen problem-solving skills in realistic situations, providing opportunities to practice advanced gunhandling skills, communication, and tactical movement under stress. As the only wearable tactical solution that enables professionals to train against live adversaries, Laser Ammo’s SBS provides superior law enforcement training by replicating real-world scenarios.

Laser Ammo took the traditional military MILES system and made it more affordable, user-friendly, and easier to operate for law enforcement and security teams who are simulating force-on-force scenarios. The wearable system consists of six sensors for placement anywhere the user wants to target (back, front, head, limbs, etc). Programmable lasers allow users to color-code sensor hits with up to five different colors to reveal shooter identification and shot placement. When the laser interacts with a body sensor, it detects up to three hits and visually identifies each one by the shooter’s assigned color. This immediate visual feedback allows users to assess and refine techniques, such as entry, choice of cover, or injury severity in real time.

“Laser Ammo is proud to offer the Shot Body System to law enforcement agencies, military units, and security contractors,” says Colin Gallagher, Laser Ammo’s lead law enforcement and military specialist. “The system is engineered to allow professionals to experience complex, high-stress scenarios in a safe and

controlled environment. This technology gives them the opportunity to receive feedback that will further refine and strengthen their skills in the field.” SRP: $1,500.

With the SBS, Laser Ammo continues to lead the way in providing advanced training solutions that elevate law enforcement safety, performance, and readiness. This innovative system transforms tactical training by helping officers build muscle memory, sharpen tactical coordination, and effectively prepare for realworld scenarios.

Laser Ammo recommends pairing the Shot Body System with Laser Ammo’s recoil-enabled training firearms for a more comprehensive threat-response experience. There is a variety of laser configurations designed to allow multiple weapon combinations. laserammo.com

↑ Laser Ammo's Shot Body System is designed for force-on-force training.

FN Receives Prestigious 2025 Ambrose Award

FN, the defense division of FN Browning Group, has been selected as the recipient of the 2025 Ambrose Award, presented by the NDIA Armaments Division Small Arms Committee. The Ambrose Award is periodically awarded to an industrial firm that has made outstanding contributions to the field of small-arms systems. It recognizes exemplary commitment to the U.S. Armed Forces by delivering superior materiel that meets operational requirements and supports force readiness.

FN has been a trusted supplier to the U.S. Armed Forces since the late 1970s, providing small arms, including combat rifles and machine guns, as well as integrated weapon systems. Most of the products supplied to the Department of Defense are manufactured at FN America’s state-of-the-art facilities in South Carolina.

“Receiving the Ambrose Award is a tremendous honor and a source of great pride for our Group,” says Julien Compère, CEO of FN Browning Group. “This recognition not only highlights our long-standing contributions to the U.S. Armed Forces but also the continued trust placed in us by the Department of Defense and its allies.”

“We remain committed to investing, innovating, and working side by side with the U.S. Armed Forces to deliver the most dependable defense and security solutions for the future,” says Mark Cherpes, President and CEO for FN America, LLC.

In addition to its role as a supplier, FN collaborates closely with the U.S. Department of Defense and Armed Forces to develop next-generation solutions that are tailored to evolving operational requirements. FN has always been at the forefront of new technologies, and this is still the case today with cutting-edge developments currently underway.

FN’s mission is centered on its purpose: to “empower those who serve, defend and protect us with the most dependable defense and security solutions.” This long-term commitment reflects the company’s unwavering dedication to being a trusted partner upon whom the U.S. Armed Forces, the Department of Defense, and allied nations can rely. Indeed, in addition to its work with the U.S. Armed Forces, FN products are in service with armed forces across North America and Europe, as well as those of allied nations worldwide. fnamerica.com

Safariland Releases New Pro Impulse Hearing Protection Products

Safariland has announced the expansion of its Impulse hearing protection solutions. The new additions to the line include both in-ear and Bluetooth over-the-ear options, offering a combination of superior protection, comfort, and connectivity.

The new products are designed to keep users protected from harmful noise while providing the flexibility to stay aware of their surroundings. Whether for everyday use or demanding environments, these products offer premium hearing protection without the bulk of traditional gear.

“We are thrilled to introduce the new Impulse Hearing Protection products,” says Brad Medine, communications product category director for Safariland. “These products are designed to meet the demands of those who require top-tier hearing protection without compromising mobility or convenience. With advanced features like adjustable sound levels and a compact design, they deliver an ideal balance of safety and performance for professionals and enthusiasts alike.”

PRO IMPULSE BLUETOOTH HEARING PROTECTION

This Bluetooth earmuff offers an NRR of 23, providing dependable protection in noisy environments. With 5X sound amplification, it enhances environmental awareness while blocking harmful noise. It includes Bluetooth 5.0 connectivity for streaming calls, music, and alerts, and four omni-directional microphones ensure superior situational awareness.

The earmuff features instant sound-activated compression to protect against loud noises. Powered by AAA batteries, it’s easy to replace and use for extended periods. SRP: $74.98.

PRO IMPULSE PLUS

Offering an NRR of 41.7, the Pro Impulse Plus provides maximum protection from loud, harmful sounds, including single shots, explosions, automatic rifle fire, artillery, and impact noise. It automatically engages sound filters to protect hearing while allowing ambient sounds to pass through. This model doesn’t require batteries and is designed for all-day wear with comfortable, long-lasting materials. It also includes a neck lanyard and a keychain aluminum case for easy transport. SRP: $19.98.

PRO IMPULSE RANGE KIT

The Pro Impulse Range Kit is a complete solution for shooting ranges. It combines Pro Impulse Plus in-ear protection with anti-fog, anti-scratch eye protection and low-profile earmuffs for additional hearing protection. The kit is designed for use in high-caliber environments and ensures users are protected in both hearing and vision. SRP $44.98. safariland.com

Springfield Armory Releases New SAINT Victor Rifles and Pistols

Springfield Armory has launched a collection of newly redesigned SAINT Victors. Made up of 5.56mm rifles and pistols with 11.5-, 14-, and 16-inch barrels as well as 16- and 20-inch 7.62mm rifle variants, these new SAINT Victors feature enhanced components and professional-grade reliability. The result is a full line of top-tier defensive AR-pattern firearms.

A recipient of the top “gold” ranking in the “Member Tested and Recommended” (MTR) program of the National Tactical Officers Association (NTOA), the new Victors are built on a solid foundation of forged 7075-T6 Type III hard-coat anodized aluminum receivers. Featuring low-profile, minimalist-style markings, they also feature the Accu-Tite tension system for an accuracy-enhancing fit between the receivers. In addition, all these new Victors feature Radian Raptor-LT charging handles. Machined from 7075 aluminum and overmolded with high-strength, fiberglass-reinforced polymer, these provide ambidextrous functionality.

Out front, the new SAINT Victors feature 4150 CMV barrels with a continuous tapered profile, designed to deliver optimal heat distribution and rigidity. Featuring a durable nitride finish that provides a wear- and corrosion-resistant surface, taperpinned/low-profile gas blocks, and crowned muzzles, these barrels deliver both precision and reliability for demanding users. The aluminum handguard features a full-length top Picatinny rail with

T-slot markings, and ample M-LOK coverage for lights, foregrips, and aiming devices. Free-floated for repeatable accuracy, the handguard is attached to the upper by a robust, patented mounting system with four integrated QD cups.

Topping off the muzzles of the 4150 CMV barrels are four-prong flash hiders, with the 5.56mm 14-inch model featuring a pinned and welded flash hider to bring it up to 16 inches in total length. Mid-length gas systems are featured on the 14- and 16-inch 5.56mm guns, while the pistols have carbine-length systems. The 16-inch 7.62mm has an intermediate-length system between mid- and riflelength, and the 20-inch 7.62mm has a rifle-length gas system.

The enhanced bolt carrier group (BCG) is built from premium materials for ultimate reliability and features an M16-pattern carrier. The bolt is crafted from 9310 carpenter steel, HP/MPI tested, and nitride finished. A hard-chromed firing pin extends service life by reducing wear, while the properly staked gas key further ensures gas system reliability.

Rounding out the package in the new rifles are B5 Systems Enhanced SOPMOD stocks, Type 23 P-Grip pistol grips and polymer trigger guards, 45-degree ambidextrous safety levers, low-profile aluminum flip-up sights, nickel boron-coated triggers, and Gen M3 PMAG magazines. The 5.56mm pistol features an SB Tactical SBA3

brace. Colors offered include black, Cerakote Coyote Brown, and Tungsten Gray.

“Since its launch in 2019, the SAINT Victor line has proven itself as a market leader by providing premium features and impressive performance,” says Steve Kramer, vice president of marketing for Springfield Armory. “With these enhancements and updates, the new SAINT Victors—in 5.56mm or 7.62mm—stand ready to deliver professional-grade capabilities.” SRP: $1,249-$1,689, rifles; $1,249, pistol. springfield-armory.com

By Design

Three main shotshell design elements drive HEVI-Shot’s product lines. Each serves a specific purpose at different price points.

For 25 years, HEVI-Shot has been quietly pumping out millions of shotshells at the Sweet Home, Oregon, factory. During that time HEVI-Shot has become an industry leader in hunting shotshells, and its products are now synonymous with high-performance, non-lead projectiles.

Today, HEVI-Shot is stronger than ever as it continues to roll out new products. The brand has a multitude of specific loadings organized into more than a dozen product families. Because of all the distinct options HEVI-Shot offers, its list of choices can be challenging to decipher, for consumers and retailers alike, especially regarding the differences in each product. However, three main design differences set each load apart. Here is a detailed explanation.

PELLET TYPE

The first key to understanding any given HEVI-Shot load is knowing the type of pellet material(s) in the load. HEVI-Shot only loads non-toxic pellet materials of varying densities: steel, bismuth, or tungsten. Of these three shot materials, steel has the lightest density (7.8 g/cc). Bismuth is next at 9.6 g/cc, and HEVIShot tungsten is the heaviest at 12 g/cc. (Note, HEVI-Shot also loads a complete line of turkey-hunting ammo using ultra-dense TSS pellets with a density of 18 g/cc.)

In regard to lethality, you’ll see the same order: steel, bismuth, tungsten. This is because a denser (heavier) material will carry its velocity and penetration energy over longer distances. But there is a price

to be paid for such performance. Steel is the least expensive, followed by bismuth and tungsten. So, offering various pellet types and combinations gives hunters choices in price points.

STRAIGHT OR LAYERED

The second design element for any given HEVI-Shot load is whether it is loaded with straight or layered payloads. Straight means the load consists solely of one material (100 percent). Layered means multiple shot types in one shell. For HEVI-Shot, that means a layer of steel pellets and a layer of bismuth or tungsten pellets loaded in the same shell.

This layered, dual-shot-type design improves a shotshell’s performance and allows the brand to offer various price points to hunters.

HEVI-Shot’s Waterfowl product category offers excellent examples of this design element. The HEVI-Steel product family features a lengthy list of loads at many sizes and speeds, and the payloads consist of all-steel pellets. HEVI-Bismuth Waterfowl is loaded with all bismuth, and HEVI-XII is loaded with all tungsten pellets.

However, HEVI-Metal Longer Range and HEVIHammer feature layered bismuth/steel payloads, which perform better than all-steel, but are less expensive than all-bismuth. HEVI-Metal Longer Range features a 30/70 mix. Here, bismuth (30 percent) is layered on top of steel shot (70 percent). HEVI-Hammer is layered with 15 percent bismuth over 85 percent steel.

HEVI-Metal Extreme and the new HEVI-Hitter feature layered tungsten/steel payloads. These perform better than bismuth/steel or all-bismuth loads yet are less expensive than all-tungsten loads. HEVIMetal Xtreme also features a 30/70 mix. In this case, 30 percent of the total payload weight is tungsten pellets, which are layered over 70 percent steel shot. HEVI-Hitter is available with 20 percent tungsten over 80 percent steel.

IN-SHELL SHOT SIZES

The third design element for any given HEVI-Shot load is the shot size or sizes in the shell. This can also be straight or layered (mixed). Straight means all the same size, such as No. 2, 4, or BB. Mixed means two different shot sizes, such as 2s and 4s or 1s and BBs, in the same shell.

In general, larger shot hits harder and travels farther, but a smaller shot size allows more pellets inside the hull. So, a mix of different shot sizes in the same

shell of the same pellet type, such as all-steel, offers a bit of both benefits. This is why HEVI-Steel layered loads are popular; they contain layers of all-steel shot in two different sizes.

Density also relates to shot size. A one-centimeter cube of steel weighs much less than a one-centimeter cube of bismuth or tungsten. Because bismuth is 22 percent denser than steel, hunters can choose loads that are one size smaller than steel yet still have the same or better lethality. Using tungsten that’s 53.8 percent denser than steel, hunters can choose three sizes smaller.

This means layered loads with dual pellet types, such as bismuth/steel or tungsten/steel, can benefit from greater pellet counts or greater power, depending on the loaded shot sizes. For HEVI-Metal Longer Range, the bismuth pellets are one size smaller than the steel pellets, so there are more pellets in the payload. But in HEVI-Hammer, both pellet types are the same size, and the bismuth delivers a harder hit.

For HEVI-Metal Xtreme, its tungsten pellets are three sizes smaller than its steel pellets, so there are a lot more pellets in the payload. On the other hand, most of the HEVI-Hitter lineup (with a few exceptions) have pellet types that are the same size. Because of the density difference in the pellets, the large tungsten pellets pack a much more powerful hit.

OPTIONS BY DESIGN

HEVI-Shot is no slouch when it comes to offering hunters a choice of what to shoot. All these options stem from combinations of three main design elements: the types of pellets, the types of payloads, and the size (or sizes) of the shot in the load. Those three elements naturally result in many options regarding performance and price.

By offering so many options, hunters benefit by being able to choose what works best for them, which just might be what makes HEVI-Shot such a fan favorite. hevishot.com

Rapid Response Trigger™ pierces CO2 on first shot

• 6 Core Defense™ pepper rounds

• 6 Core Defense inert powder rounds

• 6 rubber rounds

• 3 standard 12g CO2 cartridges

Tim Brandt, President, Murray Road Agency

The Full-Service Proposition

Agency work has changed mightily in only a few years. How you adapt spells the difference between success and failure.

Tim Brandt has been in the firearm industry for more than 20 years. He spent the first decade of his professional career at ATK (which became Vista Outdoor and has now split into The Kinetic Group and Revelyst, respectively). As director of communications he was responsible for internal and external communications and government relations for all sporting brands. Brandt then spent two years as the director of marketing for Taurus. Immediately following Taurus, he started Murray Road Agency, eventually combining efforts with CMG Marketing and Events (run by his mother-in-law Cathy Williams and sisterin-law Kelsey Puryear). Brandt and Puryear now lead Murray Road as a full-service agency with about 15 other employees. It has offices in Charleston, South Carolina, and Anoka, Minnesota. Clients include Savage Arms, Moultrie, and Safariland, among others.

SHOT Business: What do you see as the biggest challenges facing the industry in the next five years?

Tim Brandt: I think the change in consumer demographics, how we reach our customers, and the economy are three major factors that will dictate the level of growth (or constriction) in this space. Obviously, politics, legislation, and world events also play a large factor in how and what drives consumer behavior in our segments as well.

SB: What opportunities do you see?

TB: Opportunities and challenges are almost endless. Some of the emerging and defined opportunities right now are how brands, companies, and marketers reach consumers with efficiency and scale—but also and, arguably most importantly, resonance. Hitting someone with a message, offer, or “push” message isn’t enough these days. It’s actually just the tip of the iceberg. We get hit with hundreds of marketing messages a day. So how do you cut through the clutter? As a brand, company, marketer, or sales leader, you could take that in a few different directions. One strategy could focus on technology, one could focus on new product innovation, one could focus on messaging, and one could really drill down on sales campaigns. Sound familiar as general opportunities? Yes, probably the same “buckets” as 20 years ago. But what fills those buckets and how you “win” looks and feels a whole lot different today, thanks to technology, new products, new platforms, and new buying habits—to name just a few.

SB: When you get up in the morning, what gets you excited about working in the industry?

TB: I don’t know anything different—I framed houses for a week after college and then started as a paid intern at ATK. Despite 20-plus years in this space, I know every day can be rewarding, humbling, terrifying, challenging, exciting—and/or all of the above. But if you don’t wake up every day ready to learn, you won’t be successful.

So, for me, I love the challenge of finding success in both known and unknown spaces. But what probably most excites me is both the power and capability of our extensive team—and also the challenge of facilitating success through that team.

SB: How will you meet the expectations of your customers?

TB: That’s a challenge every day! Thankfully, our talented and dynamic team answers the bell for clients daily (and hourly at times). Emerging technologies, special strategies, experience, and knowledge are also in the space, but our relationships with our clients remain a key factor and really carry the day.

SB: In a very competitive world, how does Murray Road Agency stay ahead of the pack?

TB: Competitiveness is what drives us. Not for fame or reputation, but for sustainability and growth. And whether you’re an individual, a company, and/or especially an agency, you need a certain level of competitiveness. And these days you need even more of it. We don’t ever forget that we’re going up against the many talented and capable individuals, small teams, and giant agencies that populate this industry.

SB: What was the impetus that led you to create Murray Road Agency?

TB: It really boils down to the fact that I loved the corporate environment and was lucky enough to have a great run. That was thanks, in equal parts, to amazing leaders and teams that buoyed me and were the direct reasons for my personal success. I also worked with some amazing agencies who I still call friends and rely on and thank to this day.

So, I wanted to take everything that I learned and everything that I gained and try to create that same value while transferring that to others as well. Selfishly, I needed to succeed and gain revenue through clients. Which thankfully has happened. But I always started out with the mission to build our own team that we could develop, learn from, and succeed with. Anyone who has done that either on their own or within an organization knows how hard, challenging, and rewarding it is to build a team.

SB: You mentioned your time in the corporate arena. How has that experience enhanced your ability to lead your agency?

TB: “Corporate” gets shunned, chastised, and put down a lot. Sometimes for very good reasons. However, there is no way we could do what we did today without my corporate experience. It taught me so many things and gave me so many opportunities. Growing up in that environment was infectious and rewarding.

As an individual and as a team member, you learned to win, learned to lose, learned your role, learned how to grow, learned how to develop, and so much more. I can’t say enough good things about the first dozen years of my career. Was it all rainbows and butterflies? No. But I tell people all the time I was beyond lucky to get the experience I did. I also think one of the biggest things corporate taught me was to bring lasting value and not be afraid to scale. These are things I hope current and former clients of Murray Road can validate.

 The bolt-action Savage AXIS II, equipped with the AccuTrigger, delivers out-of-thebox accuracy at an affordable price point.

SB: What qualities of your agency are most important to new clients when they consider partnering with you?

TB: I think our specialization and focus in this space is something that can pipeline a lot of traction, knowledge, and experience into their company very fast. I also think our ability to communicate, evaluate, and be present is welcomed when working together.

SB: The media world is vastly different than it was only a few years ago. How does your team meet the challenges this evolving landscape poses?

TB: You can say that again. And it changes every day. I think our biggest advantage is our ability to deliver value in so many areas: social, influencer, earned media, paid media, digital, web, affiliate, etc. When you have this experience and knowledge, navigating the media landscape is a little easier. We don’t have all the answers, but we certainly have

some great perspectives, and I think our team has done a great job of staying on the leading edge in this area of our industry.

SB: You recently attended the NSSF Marketing and Leadership Summit. You also were a member of the Marketing Roundtable Sessions where you led the session on “Working with Influencers.” How would you sum up your experiences working with influencers?

TB: That was a great event, one we look forward to every year. This year was definitely fun and impactful—thanks in large part to the schedule, speakers, and overall event the NSSF Team put together. But also we get so much more from the attendees in the room—as people from all sides of our space come together. And that’s what was fun about hosting that breakout session. We had brands, influencers themselves, agencies, internal marketers, and retailers all sharing their insights and perspectives. We got to hear some great success stories and eye-opening ideas—and also talked through some struggles and case studies on what not to do. Overall, I thought it was a great session—but I could be biased because even though I “led” it, I probably learned just as much (or more) than fellow “attendees.” murrayroadagency.com

International trade is subject to a variety of disruptions, any one of which can affect a manufacturer’s profitability.

Navigating the Unpredictable

Kinaxis’ Maestro platform gives businesses real-time solutions to supply chain problems.

The volatility of upcoming tariffs. A container stuck in port. Your supplier country unexpectedly placed on a watch list. Supply chain issues such as these are as numerous as they are inevitable. Sooner or later, your business is going to be impacted by them. The faster and easier you can predict the impacts of supply chain issues, the more likely you’ll be able to avoid adverse effects further on down the supply chain. To do that, however, you have to be agile enough to react to issues both quickly and accurately. That’s where Kinaxis’ Maestro platform comes in. Maestro is a generative AI-powered intelligent assistant that provides guidance based on supply chain best practices to ensure

disruptions are absorbed and managed in real time.

“The first step is that you have to be aware of the problem and understand the impacts of the issue all the way down the supply chain,” says Phil Howell, senior industry principal for Kinaxis. “If you don’t fully understand the implications of the issue, you can make a choice that actually makes the situation worse.”

There are obstacles inherent to every business, however, that prevents it from being agile, and the Maestro platform is designed to overcome those obstacles.

The first obstacle to agility is transparency. It’s not enough to know that there’s a problem; you have to be able to actually see the implications of the problem if you want to react appropriately.

“Transparency is a continuous understanding of the current and future state of the supply chain and who must act,” Howell says.

A large part of the problem for many businesses is that each department is working in a silo trying to solve the supply chain issue based just on the data that’s relevant to their side of the business. But it’s rare that a problem will only impact one aspect of the business.

“Maestro allows you to aggregate information together into a harmonized data fabric that facilitates holistic views,” Howell says. “This way, everyone is working with the same information in the form they need to consume it.”

That holistic view of the issue is what provides businesses with sufficient transparency to understand the problem and how it might impact all facets of the business. Once that happens, it’s time to act quickly and accurately. That’s the second obstacle to agility.

“If you have transparency, you know you need to take action, but what action should you take?” Howell says.

The classic conundrum for many businesses is that they have to act quickly before the problem gets worse, but they need time to gather the appropriate data required to make quality decisions. And the traditional way of modeling supply chain issues takes far too long.

“There is a lot of data to consider, and it takes days to model in the traditional way,” Howell says. “The longer it takes, the more likely the data will become invalid.”

When that happens, new models have to be created and new tests have to be run, which takes even more days when the data can change again. It can often become a vicious cycle that creates more problems than it solves. The Maestro solution, however, provides businesses with a high-level overview of the data, which allows for instant changes and updates.

“We give you scenarios—a lens through which you can look at the data and see the impact of potential changes in seconds rather than days,” Howell says. “That way the data is never stale and you’re creating solutions in real-time before they mature into performance impact.”

The platform also allows you to share the scenarios you test with other areas of the business so they can see what you’re seeing, but they get to see it from their perspective so they can better understand how the new scenario will impact them.

To be truly agile, however, the supply chain platform also has to be adaptable. This aspect is one of the biggest challenges with traditional modeling scenarios. Howell compares the Maestro platform and the traditional modeling solution as the same kind of difference between a smartphone and a rotary phone.

“The rotary phone is designed for one purpose, and one purpose only,” he says. “It performs that job well, but if you want it to do anything else, you’re out of luck.”

Like a smartphone, the Maestro solution provides every customer with a standard operating system, which gives them an accurate view of the implications of supply chain issues in real time.

“This operating system has the advantage of receiving regular updates so the product is living and improving constantly,” Howell says.

Because each business has its own unique challenges and obstacles, and each department within that business has different needs from a supply chain platform, the interface is configurable for every different user, just like every smartphone can be customized to meet the unique needs of the person using it.

“Your supply chain solution has to be able to evolve to meet your current and changing needs,” Howell says. “That’s how Maestro allows companies to make better decisions faster—today and into the future.”

While every business works hard to predict and plan for the many supply chain issues that inevitably arise, there’s no way to predict the unpredictable—



It sounds easy in principle. And by implementing the Maestro solution, the practical application can be as easy as the principle. Kinaxis.com

2025

ACCESSORIES

by Slaton L. White

Accessories may not have the glamour of big-ticket items, but stocking a varied selection always pays off. Most won’t take up a lot of shelf space, but pound for pound, they deliver the goods at your register. Here’s a look at what’s new this year.

MISSION FIRST

If you spend time in the outdoors, you should be prepared for a dangerous encounter requiring quick access to your firearm. The MFT Mounting Chest Plate and ACHRO Harness have been designed so you can carry your firearm within easy reach while scouting and hunting.

The chest plate will carry the MFT Guardian 3-Hole, Blade Tech, Comp-Tac, Blackhawk, and Safariland holsters in a rugged, adaptable, comfortable, and versatile platform. In addition, the adaptable mounting system allows you to customize your setup to your liking. And the ACHRO Harness provides all-day comfort with its 3D padded mesh and four-point design for even weight distribution. Quick-release buckles allow for easy on and off, even with one hand. Available in Small/Large and X Large/XX Large. SRP: $59.99. missionfirsttactical.com

FALCO HOLSTERS

The Forester is a classic folding shoulder holster that rotates the gun upfront to ergonomic gun draw position. It’s an ideal way to carry a handgun for personal protection when hunting or scouting in bear country. The holster, which comes with a forefinger security strap, fits a wide variety of pistols and revolvers. Falco’s skilled craftsmen can custom make the holster to fit a specific handgun. SRP: $195.95. falcoholsters.com

ALPS OUTDOORZ

SEIRUS

As Seirus celebrates 40 years, the company adds a new model to its award-winning line of heated gloves and mittens with the HeatTouch Hellfire Magne Mitt. It features an easy-opening magnetic seam that allows you to easily free your fingers for quick tasks (like shooting a rifle) and quickly snaps shut to lock in warmth. This is a welcome feature for deer hunters who must endure long cold sits in unheated treestands. Bringing together glove versatility and mitt warmth, the mitt uses advanced heating technology and rechargeable battery packs, giving you up to 12 hours of all-day heat, activated at the press of a button. The exclusive Flexible Fusion heat panel provides warmth to the entire glove back and wraps around the fingers. SRP: $300. seirus.com

Waiting for a dove flight to start can be a painful exercise, if your seat of choice is a hard-plastic cooler. But Alps OutdoorZ, known for its line of innovative products, can take that pain away. The Browning Outfitter Chair, made under license from Browning, provides hunters with a comfortable way to sit in a dove field. Welcome features include a seat, constructed of a durable TechMesh material, that is 18 inches wide and 15 inches deep. Leg heights adjust independently to compensate for irregular terrain. In addition, the chair can swivel 360 degrees. A durable powdercoated lightweight steel frame and removable shoulder strap make it easy to carry into the field. Chair height can be adjusted to between 17.5 and 25 inches, and the chair has a weight rating of 300 pounds. SRP: $119.99. alpsoutdoorz.com

HORNADY

The Hornady name is synonymous with precision ammunition, and now Hornady is making it simpler and faster for reloaders to crank out their own precise handloads with the release of their High Speed 3-in-1 Case Trimmer. This new trimmer chamfers, deburrs, and trims simultaneously, which makes the reloading process more precise and efficient. The new High Speed trimmer is compact enough that it won’t take up much space on your loading bench, yet its powerful motor is capable of speeds up to 2,000+ rpms so you can quickly complete all three of these important case prep stages at once.

Speed is nice when you’re reloading, but precision is paramount. To that end, Hornady has equipped the new High Speed 3-in-1 trimmer with a click-adjustable micrometer for perfect measurements and superb consistency. Since it’s compatible with cases ranging from .22 to .30 caliber, the Hornady trimmer can be used on a wide range of cartridges, and it easily handles cases from 1.45 to 3.50 inches in length. SRP: $775.33. hornady.com

CROSSBREED

Given CrossBreed’s experience and expertise in developing premium leather and Kydex holster solutions, it was only natural that the company would open a new product category for sportsmen seeking a high-quality option for their rifle-carry needs.

The new CrossBreed rifle sling series debuts with three stylish, high-performance hand-crafted models. All models are made of premium five-ounce cowhide leather and are offered in two finishes—black or brown—to best match the rifle’s aesthetics. Each sling is stitched with industrial-grade nylon thread for a classic look and to ensure durability. The slings also include front and rear removable sling swivels.

The Scout is a minimalist-style sling ideal for scout rifles and carbines. It is a onepiece sling with a trim one-inch width that easily holds to the shoulder and allows the shooter to quickly wrap up in a “hasty sling.” (SRP: $24.95.) The Walker, built on a two-piece configuration, works perfectly for carbine- and rifle-length arms when the shooter desires extra width to more evenly distribute the gun’s weight. The shoulder strap boasts a two-inch width and is backed by a soft suede lining to enhance comfort. (SRP: $49.95.) The Tracker, another two-piece sling design, is made for hunters demanding maximum comfort and support for all-day rifle carry. The Tracker adds a robust foam padding sandwiched between the base five-ounce cowhide and soft suede backer. This, combined with a 2.75-inch width for optimal weight distribution, makes for a hunting sling that will keep you going from pre-dawn until you are back to camp. (SRP: $49.95.)

All three slings utilize Chicago-style screws to secure the sling swivels and to make sling length adjustments. With the two Chicago screws on the adjustment holes, it is designed to have a streamline function without the use of bulky keepers to get in the way. crossbreedholsters.com

5.11

MUDDY

The MTX Series consists of a pair of insulated and non-insulated neoprene rubber boots created with budget-conscious whitetail deer hunters in mind. Whether hunting from the ground, an elevated blind, or a platform in the trees, this footwear pair has outdoorsmen covered all season long. Both boots—a combination of neoprene and hard-wearing natural, vulcanized rubber—are 100% waterproof.

Hand-crafted rubber provides long-lasting odor control and anti-aging properties, and flexible, yet durable material reduces the risk of rubbing and chafing while conforming to the wearers’ feet. Other features include foldover calf pipes that provide additional ventilation when things heat up; integrated four-inch steel shanks in footbeds that offer lasting support; rugged rubber outsoles that feature a 4x4 grip and slip-resistant soles for enhanced traction in all weather conditions; and wide openings that ensure boots slide on and off with ease and accommodate tucking pant legs inside. gomuddy.com

Made for high-end, professional performance, the Response XR1 line offers multiple levels of lights designed to meet the varying needs of professionals in high-pressure environments. All three models offer powerful illumination in a compact form, making them ideal for law enforcement, military personnel, and first responders. The Response XR1T ($75) is the largest of the trio, offering enhanced grip and durability, while the Response XR1C ($65) is more compact, perfect for everyday use without compromising performance. Despite being a mostly polymer construction, the Response XR1P ($50) strikes a balance between size and power, offering high performance in a portable form. All models feature multiple lighting modes, are constructed from rugged, impact- and weather-resistant materials, and are dual-fuel 18650 rechargeable compatible. The XR1 series provides reliable, long-lasting lighting in demanding conditions. All Response XR1 lights are offered in black, and the Response XR1P is additionally offered in orange. 511tactical.com

SHOT Daily serves as the exclusive printed show title for up-to-the-minute accounts of the latest news, product introductions, seminars and other announcements. 8,000 copies are distributed daily to exhibitors and attendees, totaling 32,000 copies over four days.

 Daily live section covering booth presentations, new product introductions and more.

 Do you have news-worthy content you would like our editorial team to consider? Send our team an email to shotbusiness@colepublishing.com

CALENDAR

SHOT Show®

January 20-23, 2026 • Las Vegas, NV

NSSF® Congressional Fly-In

April 14-15, 2026 • Washington, D.C.

NSSF Marketing and Leadership Summit

May 12-14, 2026 • Hilton Head, SC

Gun Storage Check Week™

June 1-7, 2026 • gunstoragecheck.org

NSSF Annual Import/Export Conference

August 3-5, 2026 • Washington, D.C.

National Shooting Sports Month®

August 2026 • shootingsportsmonth.org

Gun Storage Check Week™

September 1-7, 2026 • gunstoragecheck.org

SHOT Show®

January 19-22, 2027 • Las Vegas, NV

TAKING YOUR BRAND INTO THE

DIGITAL FUTURE

by Kel L. O’Brien

Expanding your brand into the digital space is essential for the continued success of your business.

Trent Marsh, marketing director at

Riton Optics,

says,

“Digital strategy is a crucial part of any larger marketing plan."

Branding is everywhere—from shooting ranges to hunting camps. It’s not just for marketers; it’s part of our everyday lives.

Expanding your brand into the digital space is essential for growth, sustaining business, and ensuring longevity.

One of my first digital marketing experiences took me to a hunting lodge in Swainsboro, Georgia. Surrounded by pet care products, hunting gear, and branded apparel, I realized early on how brands permeate the shooting sports world. I was there to reimagine how digital tools could enhance our kennel care offerings. It became clear that even in the backcountry, branding thrives, and going digital was the next frontier.

THE FOUNDATION OF DIGITAL PRESENCE

Even without a social media account, email list, or landing page, your brand likely already has a digital footprint. If you’re established, people are talking about you somewhere online—just maybe not where you’re looking. Tools like Brandwatch, Meltwater, or Google Alerts can give you insight into those conversations. And if you haven’t already, it might be time to consider hiring or outsourcing a community manager.

A community manager—whether full-time, part-time, or freelance—curates discussions that

can inspire marketing campaigns, product launches, and brand messaging. This role is not interchangeable with customer support or sales. A great community manager is passionate about listening, uncovering insights, and representing your brand authentically. They act like detectives, tapping into discussions and escalating key issues to relevant teams. Their work spans PR, communications, and brand strategy, helping to steer perception aligned with your mission. This role can also help surface testimonials or reviews that evolve into marketing content. Recognizing loyal customers for their authentic advocacy builds trust and extends reach.

Open conversations about your brand can be powerful. With the proper engagement, they foster brand affinity, create ambassadors, and clarify misunderstandings. Misconceptions—no matter how well-intentioned—can mislead potential customers. Clarifying a warranty, service policy, or unique customer experience might be the difference between gaining or losing a sale.

EQUIPPING YOUR BRAND FOR THE FUTURE (WITHOUT BREAKING THE BANK)

Conversations about your brand happen on Reddit, TikTok, review blogs, and niche forums. Even small mentions can have a significant impact. Monitoring these with tools or a community manager lets you

respond, adapt, and optimize. It’s a low-cost, highreturn strategy that boosts brand reputation and informs future strategy.

Platforms like Brandwatch, Mention, Sprout Social, and others analyze what people say—sentiment, keywords, volume—and convert that into actionable insights. You’ll know why if a product launch gets positive buzz or mixed reviews. That information can inform customer service responses, product updates, or your next ad campaign. And great reviews? They become compelling social proof on your site, in ads, or in your next or future product rollout.

STRENGTHEN YOUR BRAND’S DIGITAL FOUNDATION

Beyond managing reputation, your brand also needs to grow its online base. That means assessing your presence across search engines, social platforms, and your website. Is your SEO strategy helping customers find you—or your competitors? Is your website optimized to grow your list, drive conversions, and capture returning visitors?

Ask yourself the following three questions: Is our website supporting our growth goals? Are we leveraging backlinks and referrals? Are we capturing returning visitors with personalized content? If these questions don’t have clear answers, it’s time to regroup. Use them as a team exercise to kick off a

deeper conversation about where your brand stands—and where it can go.

Bringing in an SEO expert or auditing your current strategy might offer fresh insights. This isn’t about replacing your current team but adding perspective. SEO efforts are sometimes sidelined or only revisited during major redesigns, but search behavior and technology evolve constantly. AI is now helping users find answers faster—will your brand stand out when that happens?

Think small steps: updating website copy, improving image quality, or adding fresh content can boost your digital presence without requiring a complete redesign.

DIGITAL’S EXPANDING ROLE IN BRAND ADVANCEMENT

Start with where you are. Do you sell B2B through retailers? Do you partner with merchandisers?

Then ask: how is digital influencing your sales, marketing, and customer acquisition?

Are your ads built for digital-first platforms, or are you adapting traditional creative to fit digital spaces? A truly scroll-stopping ad doesn’t just meet platform specs—it speaks the language of the medium. Like a standout trade show booth, it pulls people in.

Gradual optimization, not massive overhauls, can get your business future-ready. Build a digital presence today that you can scale tomorrow.

Digital transformation isn’t just about tools— it’s about mindset. Are you thinking digitally about every customer touchpoint? If not, you might be missing opportunities.

RETHINKING YOUR DIGITAL SHIFT

What’s driving demand for your business right now? And what insights do you have into customer behavior, both in purchases and in psychology? These answers will guide your digital roadmap.

Ask, “What’s our five-year plan, and how does digital support it?” If you can’t answer clearly, it’s time to realign with your team.

According to ECDB (eCommerce Data Analytics), 37.4 percent of U.S. hunting and firearms market sales are already online—and that number is projected to hit 48.5 percent by 2029. That trend can’t be ignored.

Beth Shimanksi, vice president of marketing for Savage Arms and Bowtech archery brands, has long understood the importance of a digital footprint. “In today’s digital world, a strong digital strategy isn’t optional—it’s a core tenant of our marketing strategy. For our brand, it’s the most flexible way to reach customers faster, and stay in front of customers in a competitive and an increasingly data-driven market.”

Gradual optimization, not massive overhauls, can get your business future-ready. Build a digital presence today that you can scale tomorrow.

Trent Marsh is Riton’s marketing director. He also understands the importance of developing a digital strategy. “Digital strategy is a crucial part of any larger marketing plan. It encompasses so many different outlets and mediums; if you aren’t focused it can overwhelm your team, and worse than that, it won’t

→ Beth Shimanski, vice president of marketing for Savage Arms and Bowtech archery brands, has long understood the importance of a digital footprint. She says, “In today’s digital world, a strong digital strategy isn’t optional—it’s a core tenant of our marketing strategy.”

fit the larger goals you have in play. You can use it as a path to increase visibility with a partner who has other channels of distribution or as an incubator for smaller relationships. With so many facets it requires a lot of attention, thought, and resources.”

THE DIGITAL JOURNEY

Digital transformation is not a sprint—it’s a journey. But with the right strategies, tools, and people, you can future-proof your brand without overextending your budget or team. Start with community management, social listening, website optimization, and clear digital goals. From there, scale intentionally, based on real customer insights and market trends.

Author bio: Kel L. O’Brien is a social media and digital strategist at Farlow+Co, a North Carolina-based company that offers a variety of customized digital marketing solutions for companies of all sizes. info@farlow.co

SUCCESS FOR YOUR BUSINESS MEANS SUCCESS FOR THE INDUSTRY

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.

THE STORY

by Brad Fitzpatrick

Dennis Brune started ALPS in his garage in 1993. Since then he has turned the company into one of the most successful family-owned American outdoor brands.

ALPS has offered outdoor enthusiasts superb gear and affordable prices since 1993, and though the ALPS name may be well known the backstory of this family-owned company may not be as familiar. Prior to founding ALPS, Dennis Brune spent 16 years working for Kelty, a popular outdoor and mountaineering brand. But by the early 1990s Dennis and his wife LaRayne had three active junior-high children, and Dennis decided that he wanted to spend more time with his family than his work would allow. He knew starting his own brand was not without its challenges, but he went ahead and incorporated ALPS in 1993 and left Kelty in 1994.

“My time at Kelty helped me get my feet wet in the outdoor industry, and I learned about international sourcing,” Brune says. However, he says something else in his past helped him take the bold step toward opening the doors on his own outdoor brand—growing up on his family’s farm in east-central Missouri.

“I think my background helped because I didn’t need a big budget to start and didn’t feel like I had to make a lot of money right away,” he says.

It proved to be for the best that Brune was able to operate on a relatively thin budget during the early days because it was financially challenging to start a company from the ground up, even with his experience. His home garage served as the first warehouse.

Brune’s first brand was ALPS Mountaineering, which focused primarily on the same type of outdoor gear that Kelty provided, though Brune had to

wait until 1996 to begin production due to a two-year noncompete clause he signed after leaving Kelty. The first products the company offered were sleeping bags and packs. Later the company expanded and began offering tents and camp furniture.

One of ALPS Mountaineering’s first signature products was an inflatable air pad for campers. At the time, the only other company that offered a similar product was Thermarest, and the brand had a loyal following and a reputation for quality. However, Brune proved that he could offer a product that was similar at a more attractive price. “That earned ALPS a reputation for providing really good products at an affordable price,” he says.

As ALPS grew so did the company’s need for space. So, one year after ALPS began the company expanded by building a 5,000-square-foot warehouse.

As the ALPS catalog grew, so did demand for their products. Within a few years the company built six 12,000-square-foot warehouses. Eventually, Thune bought a building in nearby New Haven, Missouri. Vacated by Kelty’s parent company, it happened to be the same building where he began working for the company in 1978.

“It was very satisfying to purchase the building where I began work for my own company,” Brune says.

CONTINUED GROWTH

In 2007, the ALPS OutdoorZ brand was established, and that brand now offers a variety of products for turkey, deer, western, waterfowl, and upland hunters. Brune’s background certainly helped him build and

↑ The Extreme pack's new frame is now 30% lighter than the previous model.

grow the ALPS brands. Having grown up on a farm in Missouri, he understood the type of products hunters wanted and needed. He also had a background in product development, and his experience helped him achieve his goal of offering durable outdoor equipment at a fair price.

“A product manager is like a funnel,” Brune says. “You receive input from partners, influencers, employees, and friends, and you must take the best ideas from those sources to build the best products.” Other key partners, Brune says, are the factories he works with. He learned long ago to listen to the advice of the people manufacturing his products. At times, factories offered good advice about material selection or design that helped improve the final product.

This ability to take a broad range of ideas and channel them into a functional product has helped ALPS OutdoorZ achieve success over a relatively short time span. But success creates new challenges, and providing quality products for so many niche markets takes a good understanding of what the customer wants.

“I think the phrase ‘for hunters, by hunters’ is somewhat overused,” Brune says. “What you need

are good, imaginative people who understand the product and the process.” Yes, many of the employees at ALPS are hunters, and they understand the features that hunters want and need. But they also understand the creative process and manufacturing. Having employees who understand what a hunter wants and how those products are manufactured has made ALPS a leader in the outdoor industry.

FAMILY AFFAIR

When Dennis Brune founded ALPS his children were still in their early teens, and he made efforts to balance work and family life. For example, once he flew home from a buyer’s show in Fort Worth on a Friday afternoon to watch his son in a high school football playoff. He then returned to the show on Saturday. But within a few years the brand had grown and the Brune children—Brian, Adam, and Sarah—were entering college and making their own career decisions. The obvious question, of course, was whether they would follow in the footsteps of their father at ALPS.

“Initially, I knew that I needed two pillars to make this company work,” Brune says. “I needed one successor to help with sales, another to handle marketing, product development, and international sourcing.” Oldest son Brian was adept at sales and handled that side of the business while younger son Adam had the right personality to handle the marketing, development, and sourcing aspects of the business. When daughter Sarah asked what her pillar

was, Brune told her it was to ensure that the items Adam developed and Brian sold would be delivered on time. So, Sarah handles logistics for the company.

It’s clear that ALPS is indeed a family company, but Brune told me that one of the characteristics that has helped ALPS flourish is the belief that “family” extends beyond blood relatives.

“The goal of our company is to exceed your expectations, but we don’t just limit that to our customers,” Brune says. “We want the same for our employees, and that is why so many of them have stayed with us for so long.” Brune also says that part of the “exceeding expectations” ethos is treating customers well during and after the sale. The company is proud of their products, but Brune said he’s also proud of how the brand prioritizes customer service.

BUILDING BETTER OUTDOOR PRODUCTS

With so many products in such varied categories as waterfowl and western hunting it can be a challenge to produce quality products that meet the needs of modern outdoorsmen and women. Brune understood these challenges in 1993 and, over time, has assembled a product team that includes some of the top voices in this industry. Brune is quick to point out that having a relationship with the people who use their products in the field is vital to the success of the company. But coupling that with an understanding of manufacturing and material technology is part of the recipe that has made ALPS OutdoorZ so successful. By listening to the voices of customers, employ-

ees, and industry professionals and working closely with factories ALPS has been able to offer a range of products that meet the needs of so many hunters.

Sometimes, Brune says, that requires following the market, but at other times it demands going where the market has not yet been. An example is the company’s patented Zero-Gravity Layout Blind. Unlike other blinds, the Zero-Gravity blind elevates the hunter above the ground. This greatly improves comfort, but it also keeps hunters warmer since we lose body heat three times more quickly when lying on the ground than when we are elevated. Additionally, the blind requires no assembly (a real benefit on dark, cold mornings) and the rounded shape helps the blind more efficiently blend in with the surroundings while offering extra space inside for storage.

↑ A top zippered compartment on the Extreme pack allows easy access to gear.

For western hunters, ALPS offers their Extreme frames and packs, which are lightweight yet comfortable to wear when hauling out a heavy load. Designing western packs seems straightforward, but there are many variables that can impact performance. An ill-fitting pack may cause extreme discomfort and the materials must stand up to heavy haulouts and withstand being soaked. ALPS spent lots of time designing their Extreme packs so that they were comfortable and durable and—most importantly— that they performed well under heavy weight.

Brune and his family have done an excellent job fostering relationships with other brands, too. ALPS has been a Browning licensee for decades, and ALPS continues to offer a full line of Browning camping gear. More recently, the company developed a relationship with Ducks Unlimited and became a DU

licensee as well. The DU partnership has been beneficial for hunters as well as waterfowl. Ducks Unlimited has helped restore millions of acres of vital wetlands across North America, and hunters who buy ALPS DU products know that their purchase not only supports a family-owned business but also provides additional funding for wildlife conservation.

ALPS continues to offer a variety of new products to hunters, and the company added to their product lineup in 2025. At SHOT Show 2025, ALPS introduced their Turkey Tracker lightweight modular pack system that is designed for run-and-gun turkey hunting. After the hunt is over you can also enjoy sitting alongside the company’s new Gaze Fire Pit, which is lightweight and collapsible for easy movement and storage yet holds up to 135 pounds of firewood for late-night gatherings under the stars. ALPS also showed off their extended lineup of DU merchandise at SHOT 2025.

For 2026, ALPS will introduce the versatile, durable Refuge Duffel. Constructed from 5000 PVC material, the Refuge Duffel is virtually impervious to the elements, so whether you’re headed to the duck blind or catching a cross-country flight you can rest assured your gear will stay safe and dry. Important items (even those at the bottom of the duffel) are accessible thanks to the U-shaped full-access main

compartment zipper which provides instant access to all your equipment. Oversized end pockets with collapsible interiors also allow you to store items like boots, shoes, calls, rain gear, and extra clothing.

Built for a lifetime of hard use, the Refuge Duffel comes with heavy-duty zippers that can withstand years of hard use. The shoulder straps are removable and there are heavy-duty stitched grab handles at both ends of the duffel so that it is easy to transport and carry. The duffel will be available in two different colors (olive or tan) in 40-, 75-, or 110-liter sizes. SRP: $129.99-$169.99.

There are many aspects of a successful brand, but most of the key elements center around relationships—the relationship between the company and their employees, their customers, their factories, distributors, and sales teams. Providing customers with high-quality products at affordable prices has helped transform ALPS from a garage-based company to one of the major names in the outdoor market. The company was built on “exceeding expectations” and positive relationships, all of which began with Dennis Brune’s decision to spend more time with his children. Ironically, all his kids now work at the company he built, which, knowing Dennis, has made his years of work worthwhile.

Alpsoutdoorz.com

FUTURE INVESTING IN THE

Attending SHOT Show not only enhances your career, but helps ensure the future of the industry as well.

FUTURE

by Slaton L. White

New product introductions are a key element of the annual SHOT Show. But the show is a lot more than simply “new products.” It is, in fact, a must-attend event for industry professionals of all stripes, as it is a singular opportunity for continuing education and networking.

“By attending or exhibiting at the SHOT Show, you’re not just participating in an event; you’re investing in the future of our industry,” says Chris Dolnack, NSSF Senior Vice President and Chief Customer Officer. “From the groundbreaking products on display to the strong sense of community to the unparalleled networking opportunities, the SHOT Show is a must-attend event for firearm industry professionals. It’s not just a trade show—it’s a celebration of the innovation, passion, and resilience that define our industry.”

Dolnack also notes that there is also more room to maneuver. “You can say goodbye to crowded, can’t-move aisles that may have prevented you from accessing high-demand exhibits,” he says. “The expanded exhibit floor now stretches from the Venetian Expo to Caesars Forum, so you have more space to explore more equipment and interact with more manufacturers.”

Over the years, NSSF has worked diligently to expand the reach of the show. For example, its law-enforcement footprint has evolved to the point where now nearly one-third of SHOT Show’s exhibit halls are dedicated to protection equipment

and tactical accessories needed by law enforcement, SWAT teams, private security, and the armed forces. The show is also a venue where law enforcement agencies can connect with the industry’s top manufacturers, distributors, and experts.

SHOT Show allows retailers to interact with manufacturers on a person-to-person basis.

The show is an agency’s opportunity to view the latest equipment, share knowledge, and find solutions that will help keep officers and communities safe. Whether attendees are looking to upgrade firearms, improve defensive tactics, or enhance training programs, the SHOT Show has everything they need to succeed.

Another expanded opportunity for attendees is the Archery Business Pavilion, a joint effort by NSSF and Grand View Outdoors. Now entering its third year in Caesars Forum Academy Ballroom, the Archery Business Pavilion is designed to provide a comprehensive look at the industry, from traditional archery equipment to cutting-edge technology in compound bows, trail cams, and other gear. The pavilion takes a big step forward in 2026 because Mossy Oak is now a presenting sponsor of the pavilion.

“Early in my career, I was extremely proud to be a part of making Mossy Oak’s Hunting the Country magazine a reality and a very popular brand,” says Derrick Nawrocki, president/publisher of Grand View Outdoors. “Now, I am equally as proud to announce that we are joining forces with an old friend and an iconic industry brand, Mossy Oak, which has decided to put their stamp of approval on the Archery Business & Hunting Retailer Pavilion as the presenting sponsor. We all have a focused goal to continue to drive interest, traction, and growth of a centralized space at the SHOT Show for companies entrenched in the bowhunting and hunting industry. Year three of this area has really taken off, and this news will only cement this as the place to exhibit for bowhunting and hunting-focused companies.”

“We are very excited to be the presenting sponsor and ‘gathering place for all things hunting’ in the Archery Business & Hunting Retailer Pavilion at SHOT Show,” says Chris Paradise, senior vice president, Mossy Oak Enterprise Brands. “Mossy Oak’s leadership position and commitment to the outdoor industry is further evident by our initiative for the hunting community to join us in the Pavilion as the place to be at this year’s SHOT Show and beyond.”

“Having an iconic brand such as Mossy Oak support the Archery Business & Hunting Retailer Pavilion is significant to the growth of the archery/ hunting segment at SHOT Show,” says Chris Tatulli, NSSF’s Senior Director of Exhibit and Sponsorship Sales. “We are incredibly excited to have them participate.”

The Supplier Showcase is yet another example of how NSSF tailors the show to the needs of its attendees. Supplier Showcase debuted at SHOT Show 2017, and right from the start those that attended knew NSSF was onto something. Summit Steel Corporation, based in Chagrin Falls, Ohio, was just one of the many companies that exhibited in 2025. Summit Steel Corporation is an ISO 9001-2015 processor and stocking distributor of SBQ (special bar quality) cold finished and hot rolled carbon and alloy steel bar in a variety of shapes (for instance, round

and hexagon), including Gun Barrel Quality steels in carbon, alloy, and stainless steel, all known for their dimensional accuracy and precision.

“There are two main benefits for us having a booth at the Supplier Showcase of the SHOT Show,” says Ross Bushman, CEO of Summit Steel. “First of all, exposure. As one of the largest U.S. distributors of Gun Barrel Quality steels, you will rarely find so many prospects in one place. Secondly, many of our customers are there, either as attendees or with their own display booth. This affords us the opportunity to meet with them personally, and as anyone in sales knows, there is nothing quite like ‘pressing the flesh.’” (The Supplier Showcase runs for two days—Monday, January 19, 2026, and Tuesday, January 20, 2026.)

If you want to attract new shooters, manage inventory and volume, build traffic through the slower seasons, and maximize your margins or employee potential, SHOT University is for you. These à la carte training courses are designed to help retailers and ranges hone their management skills for today’s highly competitive and regulated marketplace. Session content will cover topics such as customer communications, used firearms, new shooters, ATF/NICS, compliance, operations, marketing, workforce development, and more.

 The Supplier Showcase is another example of how NSSF tailors the show to the needs of its attendees.

Finally, NSSF knows the importance of networking opportunities at SHOT, so it has arranged for three such opportunities. There will be an Industry Welcome Reception at the Great Outdoors Plaza from 5:30 p.m. to 6:30 p.m. on Tuesday, January 20. On Wednesday, January 21, there will be an Industry Networking Reception at the Great Outdoors Plaza from 5:30 p.m. to 6:30 p.m., and on Thursday, January 22, there will be an Industry Happy Hour, open to all 2026 SHOT Show badge holders, from 5:30 p.m. to 6:30 p.m. For more information on SHOT Show 2026, go to shotshow.org

 NSSF has worked diligently to expand its law-enforcement footprint, which has evolved to the point where now nearly onethird of SHOT Show’s exhibit halls are dedicated to law-enforcement protection equipment and tactical accessories.

AND Innovators Influencers

SHOT Business honors ten leaders in the shooting sports industry.

1ERIC SUAREZ

Meprolight is the premier manufacturer and global supplier of top-grade electro-optical and optical sights; self-illuminated sights for pistols, shotguns, and rifles; and night vision devices and thermal sights. As director of marketing at Meprolight USA, Eric Suarez has spent the last four years leading strategic initiatives that have significantly enhanced the company’s brand presence and market growth.

With a distinguished career in the United States Marine Corps, specifically within Special Operations, Suarez brings a wealth of experience in high-pressure environments and leadership to his role. After retiring from military service in 2016, he transitioned into the firearms industry, leveraging his tactical expertise and strategic vision to drive marketing efforts that support Meprolight’s mission of providing cutting-edge optical solutions for military, law enforcement, and civilian markets. His passion for supporting today’s warfighter is a driving force behind his work, ensuring that every initiative aligns with the needs of those who rely on the highest-quality gear in the field.

Over the next five years, Suarez believes sales and marketing within the firearms and outdoor industry will see exciting opportunities. One of the most prominent will be the ability to leverage digital marketing and e-commerce to reach a broader, more diverse audience while gaining marketing data and analytics. As more consumers turn to online shopping, brands will tap into targeted advertising, social media campaigns, and influencer partnerships to increase brand awareness and drive direct sales. Another significant opportunity lies in personalized marketing, where data-driven insights allow companies to tailor their messaging and offers to specific customer segments. Creating a community through brand-driven experiences—such as events, strategic partnerships, and outdoor experiences—will provide valuable opportunities to engage with customers on a deeper level and foster brand loyalty. meprolight.com

2

CALEB MORSE

No one likes talking about suicide. When Caleb Morse opened up The Rustic Renegade gun store in Lafeyette, Louisiana, having discussions about suicide was the last thing on his mind. But when a friend he served with came into the store and told Morse that he didn’t want his guns anymore, Morse didn’t shy away from the conversation.

“Talking to someone about suicide never gets easier,” Morse says. “But the more conversations you have, the more comfortable you get with the uncomfortableness.”

Morse’s courage to have that initial uncomfortable conversation not only made a world of difference to his friend, it completely changed the trajectory of Morse’s business—and his life.

After that initial difficult conversation, Morse agreed to store his friend’s firearms, and, as it has a tendency to do, word spread. Before long other veterans who were struggling with mental health issues and thoughts of suicide came into The Rustic Renegade and asked Morse to store their guns. Despite the advice of his lawyers, and many other people, Morse never turned anyone away.

“If an individual comes to me for help, I want to help that individual,” Morse says. “And I refuse to share any information about the people who come to me for help.”

Eventually, the U.S. Department of Veteran’s Affairs heard about what Morse was doing and contacted him. Together, Morse and the VA established a more comprehensive program built around the principle that Morse had already implemented at The Rustic Renegade. It’s called The Armory Project (TAP) and is headed up by Dr. Gala True, of the Tulane School of Medicine. TAP helps prevent firearm suicides by facilitating safe, voluntary, out-of-home firearm storage with trusted firearms dealers and other vetted partners in local communities.

And although the majority of the people TAP helps are veterans, Morse says they’ve also stored firearms for people who didn’t serve. “We offer it to anyone. I’ll never turn away anyone who needs help,” he says. “At the end of the day the goal is to give them a means to be alive for another day.”

THERUSTICRENEGADE.COM

3

JOHN NOSLER

President of Nosler, Inc., since 2018, John Nosler is the third generation of his family to lead this iconic manufacturer of ammo, brass, and, most recently, semi-custom rifles. Now based in Bend, Oregon, Nosler is probably best known for revolutionizing big-game hunting with its world-famous Partition and Ballistic Tip bullets.

Nosler’s latest deer-hunting round, Whitetail Country, entered the hunting market at prices that surprised retailers and hunters alike. How did Nosler achieve this?

Nosler says the answer involves years of innovation and process improvements. The company developed the Solid Base bullet in the 1960s, originally

introduced as the Zipedo bullet. In 1972, it was renamed the Solid Base bullet, which laid the groundwork for the polymer-tipped version, the Ballistic Tip, released in 1984. This evolution continued with the AccuBond. By refining these operations over the years—from Zipedo to Solid Base to Ballistic Tip to AccuBond—Nosler eliminated unnecessary complexities. This efficiency enables the manufacturer to produce a high-performance product at an economical price and in high volumes. Additionally, an investment in its brass case manufacturing has allowed Nosler to eliminate reliance on outsourced vendors and further streamline its production process. nosler.com

goal,” Marsh says, “is to pack as much versatility into these products as possible and still keep them at a price point most people can afford.”

A prime example of that versatility is Riton’s new 5 Primal 3-18x50 CrossOver scope. With capped turrets and precision reticles, Riton designed the Cross-Over specifically to fill a need for hunters who are using their rifles for more than just one activity.

In addition to launching new products, Riton has re-affirmed its commitment to its retail partners. “We’ve spent a tremendous amount of time updating our marketing and branding sections of the website,” Marsh says. “We’re putting all our videos, photos, and ad copy on the site. Basically, all the resources retailers need to make selling Riton products easier than ever. It’s all in one place, and everything has been completely organized and categorized so retailers can find anything they need quickly and without any hassle.” ritonoptics.com

5JEFF THOMPSON

Jeff Thompson is a serial tech entrepreneur with a long track record of founding and leading companies from startup phase to successful exits and IPOs. With an ongoing passion for innovative technology, he founded Red Cat, which recently acquired Teal Drones. As one who believes his company is helping to define the future of aerial intelligence, he says the mission of Red Cat is “to provide critical situational awareness and enhance the effectiveness and safety of military and security operations domestically and globally.”

4TRENT MARSH

In case you haven’t been watching, there have been some big changes at Riton Optics recently. From new products and new markets to a renewed commitment to its retail partners, Riton is finding new ways to find its niche in the increasingly competitive optics market.

Riton has long been known for its tactical optics, but recently Riton scopes can be found on more and more hunting and shooting rifles. “Riton’s roots have always been in the tactical arena, but there’s been a steady movement into the hunting side,” says Trent Marsh, marketing director for Riton. “We took what we’ve learned from the tactical side and have applied that to our hunting optics.”

As a result, in the past year the company has launched eight new products, most of which were designed specifically to fill holes in its offerings. “Our

He notes that a big challenge is aligning the rapidly evolving sUAS (small unmanned aircraft system) technology with the government’s traditionally slow ability to equip and train warfighters with the latest and greatest. This is critical in the current geopolitical environment, where the U.S. and its allies must maintain an edge over global adversaries. And, as cyber and electronic warfare continue to evolve, there will be an ongoing cat-andmouse game with the use of sUAS in defense. The ability to securely and reliably transmit data across the battlefield will remain a cornerstone of mission success, and Red Cat is committed to tackling these challenges head on.

He sees a paradigm shift toward smaller, more agile, and cost-effective drones—and ones that warfighters can deploy quickly and easily at the tactical edge for ISR (intelligence, surveillance, and reconnaissance) and precision strike operations.

He has also helped launch the Red Cat Futures Initiative, which is an independent, industry-wide consortium of robotics and autonomous systems (RAS) partners that are working to bridge critical gaps and bolster support for our warfighters through open architecture and interoperability. “Working with leaders in UAS hardware and software companies focused on AI/ML (artificial intelligence/ machine learning), swarming, FPV (first person view), command and control, and payloads allows us to address critical gaps and develop solutions that directly benefit our warfighters,” he says. redcat.red

DAN POWERS

Industrial powerhouse is a much-overused term, but when considering the world-wide reach of D&M Holding Co., it is a completely apt description of the company’s importance to the ammunition industry. Founded in 2018 by Dan Powers, former president of the SIG S AUER Ammunition division, it is an ammunition and energetics engineering group based in Tampa, Florida, and Cabot, Arkansas.

The group specializes in greenfield projects (i.e., a new undertaking that starts from scratch on undeveloped land or without any pre-existing infrastructure or systems), often for companies and countries that have never before been in the ammunition, primer, or propellant business. Global demand for reliable supplies of ammunition, primers, and powder is soaring as a matter national security, and D&M is working nonstop to support the U.S., NATO countries, and other friendly foreign governments.

D&M’s turnkey factories include solutions for ammunition production, primer production, as well as propellant production for everything from small-caliber ammunition to artillery. D&M services include all aspects of the project from site planning and floor planning to equipment manufacture and installation, as well as the “secret sauce,” the transfer of of hard-to-obtain know-how.

dmholding.com

Founded in 1958 in Brescia, Italy, an area devoted to the production of firearms for centuries, Chiappa Firearms offers a vast and constantly developing catalog of pistols and rifles, including copies of historic American and muzzleloading firearms, lever-action rifles and shotguns, rimfire pistols and rifles, sporting and self-defense pistols, signal and alarm pistols, and compressed-air pistols. The company is still owned by the Chiappa family, and all of its products are manufactured in Italy.

Jon Pfister recently came aboard as director of sales and marketing, and he says two key issues now challenge the industry. “For most retailers, the primary hurdle will be how to compete online,” he says. “With so much of retail shifting to e-commerce, it’s only natural that the firearms industry follows suit. Retailers need to ensure that online sales are integrated into their broader business strategy.

“For distributors, the key challenge will be differentiation—specifically, identifying and offering value-added services that set them apart. Similarly, manufacturers will need to focus on standing out in a crowded market. This will require innovation, modern marketing strategies, and the development of new products. Without a clear effort to be creative and distinctive, companies risk competing solely on price—ultimately leading to a race to the bottom.”

But innovation is a way to avoid that race, and a new twist at Chiappa involves a very traditional design—the lever-action rifle. Chiappa’s 92 Wildlands Takedown rifle is an ultra-modern take on this classic design. “We've been producing lever-action rifles for years, and when we noticed a growing demand for tactical accessories—like M-LOK rails and adjustable stocks—we saw an opportunity,” he says. “Rather than leaving it to the aftermarket, we took the next step and developed a fully modern, tactical-style lever-action rifle. It was a clear example of recognizing where the market was headed and responding with a product that met that emerging demand.”

chiappafirearms.com

DENNIS BRUNE

In the early 1990s Dennis Brune was enjoying a successful career at Kelty, a popular outdoor and mountaineering brand. But he also had three active junior-high children and desired to spend more time with his family. So he decided to go out on his own. He knew starting his own brand was not without its challenges, but he went ahead and incorporated ALPS in 1993 and left Kelty in 1994.

After his two-year non-compete clause expired, Brune began working in earnest. Working out of his garage, the first products the new company offered were sleeping bags and packs. Later the company expanded and began offering tents and camp furniture. Word got around about the quality of his products, enabling the new company to eventually move into far larger quarters.

In 2007, the ALPS OutdoorZ brand was established, and that brand now offers a variety of products for turkey, deer, western, waterfowl, and upland hunters. Brune’s background certainly helped him build and grow the ALPS brands. Having grown up on a farm in Missouri, he understood the type of products hunters wanted and needed. He also had a background in product development, and his experience helped him achieve his goal of offering durable outdoor equipment at a fair price.

By listening to the voices of customers, employees, and industry professionals and working closely with factories ALPS has been able to offer a range of products that meet the needs of so many hunters. Sometimes, Brune says, that requires following the market, but at other times it demands going where the market has not yet been. An example is the company’s patented Zero-Gravity Layout Blind. Unlike other blinds, the Zero-Gravity blind elevates the hunter above the ground. This greatly improves comfort, but it also keeps hunters warmer since body heat is lost three times more quickly when lying on the ground than when when elevated. Additionally, the blind requires no assembly (a real benefit on dark, cold mornings) and the rounded shape helps the blind more efficiently blend in with the surroundings while offering extra space inside for storage.

Alpsoutdoorz.com

ROSS AND JASON BUSHMAN

Just as the strength of any building lies in the quality of its foundation, the reliability and longevity of any firearm begins with the quality of the steel it’s built around. This concept is nothing new to the largest gun manufacturers in the world. And for nearly a decade, many of those manufacturers have turned to Summit Steel for the steel components that make up the foundations of all the firearms they manufacture.

It isn’t just the quality and the workmanship of the steel that has given Summit Steel such a solid reputation in the industry; it’s the

quality of the company. And for Summit Steel, that begins and ends with family.

Ross Bushman, CEO of Summit Steel, founded the company in 1985, but that certainly wasn’t his first foray in the steel business.

“My father started in the scrap metal business with his dad,” Bushman says. “My dad took over the company, and I started working with him right out of high school.”

When his father was forced to close the business because of unfavorable economic conditions, Bushman struck out on his own. He took out a second mortgage on his house and founded Summit Steel. With his knowledge of the steel industry, Bushman slowly began growing his fledgling company. And while he had a very diversified customer portfolio from the beginning, it didn’t include the firearms industry.

“I hadn’t even considered the firearms industry,” he says. “Neither had my dad. I don’t know what we were thinking.”

That all changed 20 years ago when Bushman’s son, Jason, who is now president of Summit Steel, joined the family business. Since then, Summit Steel has grown beyond anything Ross had imagined.

“When I first started the business, we were mostly brokering and bringing in the steel that our customers needed,” Bushman says. “When my son joined me, that’s when things really started to kick into high gear.”

Once they set their sights on the firearms industry, it didn’t take long for manufacturers to recognize the benefits of working with Summit. As an ISO 9001-2015 processor and stocking distributor of Special Bar Quality (SBQ) steel, Summit has the ability to produce, stock, and cut steel to suit its customers’ needs. They can provide Gun Barrel Quality steel of all grades and sizes and produce custom blanks. From chamfering, heat-treating, and cold finish steel, Summit has become the one-stop shop for many of the major firearms manufacturers in the country.

summitsteel.com

Editor’s Note: Additional research and reporting by Christopher Cogley and Brad Fitzpatrick.

EXHIBITORS TO SEE AT THE PAVILION

The continued success & yearover-year growth of the Archery Business and Hunting Retailer Pavilion makes this a natural fit for us, allowing us an opportunity to promote our entire line of products. - LimbSaver’s Alan Lotton

AT SHOT SHOW

Show organizers have not lost sight of the opportunity for outdoor, hunting and shooting sports brands. — Muck Boots’ Chris Lorenzo

If you’re serious about elevating your brand and strengthening the entire archery category, this is the place to be. - Pure Archery Group’s Todd Snader

The energy, engagement and exposure we get here made the decision to come back next year an easy one! — Arcus Hunting’s Teri Quinn

The SHOT Show was the only trade show we attended in 2025. We’ll definitely be back in 2026 at the Archery Business & Hunting Retailer Pavilion. — Moultrie’s Mark Olis

LATEST NEWS THE ARCHERY BUSINESS & HUNTING RETAILER PAVILION AT SHOT SHOW 2026:

MOSSY OAK ANNOUNCED AS PRESENTING SPONSOR!

BY ARCHERY BUSINESS STAFF

Mossy Oak was recently announced as the presenting sponsor of the Archery Business & Hunting Retailer Pavilion at the 2026 SHOT Show, which will be held in Las Vegas, January 20–23.

The team from Mossy Oak invites visitors to SHOT Show to join them in the Pavilion, which is a collaboration between the NSSF and Grand View Outdoors, a leading provider of outdoor content. The Grand View Outdoors family of brands include trade publications such as Archery Business and Hunting Retailer magazines, as well as consumer titles such as Bowhunting World and Predator Xtreme

“Early in my career, I was extremely proud to be a part of making Mossy Oak’s Hunting the Country magazine a reality and a very popular brand,” said Derrick Nawrocki, President/ Publisher, Grand View Outdoors. “I am equally as proud that we are joining forces with an old friend and an iconic industry brand, Mossy Oak, which has decided to put their stamp of ap -

proval on the Archery Business & Hunting Retailer Pavilion as the presenting sponsor. We all have a focused goal to continue to drive interest, traction and growth of a centralized space at the SHOT Show for companies entrenched in the bowhunting and hunting industry. Year three of this area has really taken off, and this news will only cement this as the place to exhibit for bowhunting and hunting focused companies.”

“We are very excited to be the presenting sponsor and ‘gathering place for all things hunting’ in the Archery Business & Hunting Retailer Pavilion at SHOT Show,” said Chris Paradise, Sr. Vice President, Mossy Oak Enterprise Brands. “Mossy Oak’s leadership position and commitment to the outdoor industry is further evident by our initiative for the hunting community to join us in the Pavilion as the place to be at this year’s SHOT Show and beyond!”

“Having an iconic brand such as Mossy Oak support the Archery Business & Hunting

Retailer Pavilion is significant to the growth of the archery/ hunting segment at SHOT Show,” said Chris Tatulli, Senior Director, Exhibit & Sponsorship Sales, NSSF. “We are incredibly excited to have them participate.”

LOOKING AHEAD TO SHOT SHOW 2026

In addition to Mossy Oak, many companies have booked their space in the 2026 Pavilion, including the three detailed below. Check out what these company representatives have to say as they look forward to showcasing their products at SHOT Show.

Tom Lester — President, Bluff Country Farms

“We are excited to introduce our revolutionary new brand EHD-fense, the first all-natural water treatment kit specifically formulated to prevent EHD in whitetail deer to the attendees of SHOT Show. Our threepart system targets the root cause of EHD transmission: unhealthy stagnant water. This proprietary blend of liquid biocatalyst enzymes, beneficial bacteria packs and

ARCHERY BUSINESS & HUNTING RETAILER PAVILION 2026

muck removal pellets work together to improve water quality and restore the aquatic balance the EHD carrying midge cannot survive in. With every product that we develop, total herd health is our No. 1 concern. Whether it’s our patent pending EHD-fense water treatment kit or our No Compromise deer nutrition lineup from RakkFuel powered by Coax, we source the best ingredients possible in the perfect ratio to give our customers the greatest results. Although this is not our first time at SHOT Show, it is the first time exhibiting in the Archery Business & Hunting Retailer Pavilion. We’re looking forward to talking to all the Show goers and believe our products fit in perfectly in the archery area.”

Tarry Bratton — CEO, RSI Outdoors

“We’re thrilled to showcase our premium hunting blinds in the Archery Business & Hunting Retailer Pavilion! With this expansion of the Show and incredible attendance, we couldn’t be more excited!

SHOT Show gives us the opportunity to not only grow our business, but also strengthen our partnerships. We’re looking forward to connecting, sharing ideas, and exploring new opportunities throughout the event.”

ucts to a more diverse audience of hunters, retailers and industry professionals. This strategic placement not only expands our reach, but also gives us the opportunity to showcase how our technology enhances performance in the field. We’re excited to bring our premium optics into a space where innovation, tradition and the hunting community come together.”

SETTING NEW BENCHMARKS

Steve Lemenov — Senior Director of Marketing, Armasight

“At Armasight, our mission has always been to deliver premium thermal and night vision solutions to those who demand the very best — whether that’s professionals in the field or outdoor enthusiasts pursuing their passion. Moving into the Archery Business & Hunting Retailer Pavilion at SHOT Show places us closer to the heart of the show’s traffic and introduces our prod-

Regular visitors to SHOT Show have seen that it continues to grow annually, setting new benchmarks for industry innovation, collaboration and engagement. From an expanded show floor and a record-high number of exhibitors, attendees experience tremendous networking opportunities and can see firsthand the products to consider stocking in their stores.

“The 2026 Archery Business & Hunting Retailer Pavilion will

feature apparel, scents, treestands, blinds, packs, calls, food plot products, trail cameras, camping gear, binos, rangefinders, knives — basically anything that supports a bowhunter. If it belongs in a treestand or blind, it belongs in the Archery Business & Hunting Retailer Pavilion,” said Chris Dolnack, NSSF Senior Vice President & Chief Customer Officer. “By bringing these essential product categories into one pavilion, our 4,700 buyers that are interested in archery and bowhunting products can find them in one convenient location within the SHOT Show floor.”

YEAR-OVER-YEAR GROWTH

“Mossy Oak joining as the Pavilion’s presenting sponsor proves that momentum continues to build in year three,” Nawrocki said. “Along with

Mossy Oak, we’ve seen the addition of significant exhibitors including Martin Outdoors, Obsession Archery, RSI Outdoors, Armasight, SKRE, ArcheryTime, RakkFuel, EHDfense, Tactacam, HUKR, and Sims Vibration Labs. This in addition to the return of FeraDyne, Summit Outdoors, Spot Hogg, Specialty Archery, T.R.U. Ball, Pure Archery Group (doubling its booth size), ARCUS, Muck Boots, NASP, Lancaster Archery Supply, Rock Ridge Outdoors, Bucked Up and many others that are coming back.

“It is worth mentioning that many of the traditional and more modern firearms shop retailers, who are looking to expand their existing inventory with categories in the hunting, archery and general outdoor markets, are now able to see that segment in one area, which is one of the goals of this space

FINDING THE PAVILION

If you’ve ever attended the SHOT Show, then you know it’s massive. The 2025 version contained nearly 14 miles of aisles, and as in previous years, it was spread between The Venetian Expo (multiple floors) and Caesars Forum.

The 2026 Archery Business & Hunting Retailer Pavilion will be located in Caesars Forum and it will feature leading manufacturers in the archery and hunting industries. It’s easy to find your way to Caesars

— helping to make the SHOT Show as efficient and convenient as possible for buyers.”

“We’re pleased with the growth of the Pavilion and the opportunity that it presents for exhibitors and nearly 5,000 buyers who have intent to purchase archery, bowhunting and hunting products,” Dolnack said. “Since the 2022 SHOT Show, our post show surveys revealed that 24 percent of the retail buyers had an interest in the archery and hunting categories as traditional firearm retailers look to expand their offerings.”

Forum, and specifically the Pavilion; it’s clearly marked on the SHOT Show overview map, and once you’re on the Show floor, you can’t miss all the signage pointing you in the right direction.

PAVILION SPECIFICS

Presenting Sponsor: Mossy Oak

Dates & Location: January 20–23, 2026 at Caesars Forum in the Academy Ballroom, Las Vegas, Nevada.

Exhibit Focus: A dedicated exhibit area featuring manufacturers and suppliers of archery

and bowhunting products, along with related accessories.

Media Coverage: Extensive coverage by the editorial teams of Archery Business and Hunting Retailer, as well as additional promotion in SHOT Daily and other Grand View Outdoors publications, including Shooting Sports Retailer.

Pavilion Size: The Pavilion features 16,000 net square feet of exhibit space and enclosed archery lanes to demonstrate new products for prospective buyers in Caesars Forum.

Limited Space: Exhibit space is limited; first come, first served. Those who exhibit in 2026 will have first choice for space for 2027.

SHOT Show Facts: SHOT Show attracts attendees from around the world, including buyers, media and other industry professionals. The 2026 show will cover more than 820,000 net square feet of exhibit space, featuring over 2,700 companies showcasing the latest in firearms, ammunition, hunting and shooting accessories, archery, outdoor apparel and much more.

BOOKING YOUR SPACE

Now’s the time to begin planning for the 2026 SHOT Show. For info on exhibiting in the Archery Business & Hunting Retailer Pavilion, visit www. shotshow.org/archeryexhibit. Booth assignments will be confirmed upon receipt of a completed application and initial deposit. Space is limited.

For additional information about the 2026 SHOT Show, please visit www.shotshow.org.

ORBeaver Firearms and Grocery, Cloverdale Located on State Route 101, this coastal, small-town gun and grocery keeps three full-time employees stacking milk cartons and ammo-depending on the time of the year. Hunting season is seeing higher numbers of Christensen Arms, Tikka T3s, and Winchester Model 70s turning good numbers at the rifle counter. Most boltaction rifles are evenly split between .300 Win. Mag. and 6.5 Creedmoor.

“Big-game hunting rifles are an important part of our inventory. Our sales have continued to grow since the pandemic, when you couldn’t get a gun. The good news, they’re still in demand,” said owner Ed Owens. Waterfowl gun sales are slower. Remington 870s, Browning BPSs, and a few Browning Pigeon Grade over-and-unders are crossing the counter. Handguns are steady with the best numbers going to Glock 17s and Sig P365Xs and 320s. Smith & Wesson M&P Shield EZ 2.0s are also moving well.

WACascade Loan & Sporting Goods, Auburn Located between Seattle and Tacoma, this suburban retailer sells handguns, long guns, tools, and gold. They focus on used guns and buying new firearms for special orders. Sales have slowed, but bolt-action guns are now seasonally hot with demand for stainless Remington 700s, Ruger American Generation IIs, and Savage 110s. Any used rifle in .243 sells within a few days. Other high-demand long guns include Marlin lever actions in .45-70 Gov’t.

“Our used gun business is where we make the most profit. In the last few years, we’ve moved heavily into used rifles and handguns,” said counter salesman Mike Mace.

This retailer faces ongoing changes because of the maximum 10-round firearm capacity regulations in Washington State. There are no MSR-style guns allowed. Mace said the new handgun order mirrors Californiacompliant specs. This shop has a many S&W M&P Shields in stock.

AKChimo Guns, Wasilla

Keeping close to 400 firearms in stock, this full-service gun shop rests 40 miles north of Anchorage in suburban Mat-Su Valley. Ammo stocks in the Last Frontier have finally caught up with demand, including .410 shotgun shells and a few rare big-game calibers.

Handgun sales are robust and include Sig P365Xs, S&W M&P Shield 2.0s, and Ruger Redhawk Alaskans in .480 Ruger. “Big-bore handguns and pistols are in constant demand in the used-gun case. Hunters continue to fluctuate between 500 Mag. and 10mm. Someone will carry a big revolver for a season, decide it’s too heavy, then change to a 10mm,” said manager-buyer Craig Pell.

Bolt-action gun sales are brisk. Kimber Montanas and Ruger American Gen IIs lead the pack, predominantly in .300 Win. Mag., .300 WSM, and .308. Sales of MSRs are steady at one a week. S&W M&P Sport IIs and a few local Alaskan MSR makers hold the top spots at the rifle counter.

NDBig Boy’s Toys, Watford

City

This rural northern North Dakota gun shop stocks more than 700 guns. From .17 HMR to .50 BMG, they keep an even mix of hunting and home-defense guns. The family-owned store keeps five employees busy six days a week, with 2,000 square feet of display area.

Long rifles are turning daily with Ruger American Gen IIs and Browning X-Bolts topping the sales chart in a mix of calibers, ranging from from .243 and .22-250 to .308. Sales of MSRs remain slow, turning one every two weeks. Ruger 556s, a few FNs, and models from Daniel Defense are all in the mix. Handgun sales continue at a high pace. Springfield Hellcats and Smith M&P 380 Shield EZs hold the highest sales positions. The Glock 43X is another impressive performer. Meanwhile, the number of Sig P365Xs is slowing. “We send our Hellcats out to be Cerakoted and offer several colors. It has created a collector’s demand for handguns,” said manager Kirby Vogler.

MN

Mankato Guns, Mankato

This retailer, located in central southern Minnesota, sits near the riverfront in downtown Mankato. Carrying nearly 700 firearms with a staff of seven, this store also manufactures MSRs under their own brand. Handguns are steady and streaming at this location. The Canik line holds the top position, followed by Smith revolvers, and Glock 43Xs. “We’re seeing a steady increase for all things wheel guns. There’s also a new trend of used or unfired Covid guns being traded or bought outright,” said owner Toby Leonard. Shotguns are up, with a mix in demand for Remington 870s and Mossberg 590s. Sales of MSRs are steady. The retailer’s house brand, Kato, leads the pack, followed with a wide price mix of Daniel Defense and Radical Firearms. Within its house brand, this retailer offers custom serial numbers on all its builds. “Our serial numbers have been a big boost to summer sales, especially to couples getting married or shooters that want to document an important date on their rifle,” said Leonard.

IA

Northwest Iowa Firearms, Hull Located on State Route 18, this small independent is an hour southeast of Sioux City. Keeping about 300 guns in stock, this rural shop specializes in a mix of home defense and hunting gear. Handguns have been the store’s number-one selling category this fall. Springfield Hellcats, Shield Bodyguard 2.0s, and Sig P365Xs are making turns in high numbers.

Shotguns are picking up. CZ 1012s for pheasant and waterfowl are doing nicely, as are Winchester SX4s in 12 gauge. “While a few new guns are turning this year, there’s a strange demand for old Remington wood stock 870s. The more beaten up, the faster the turn,” said manager Holly Starkenburg. While bolt-action rifle sales are slow, MSRs are making moderate turns. “Over the years, we’ve had a serious group of clients hunting predominantly with MSR platforms,” said Starkenburg. Best sellers include Great Lakes GFLA in .450 and the Ruger 556 designed for the .350 Legend.

NY BareArms Gun Shop, Little

Falls

This central New York independent gun shop stocks over 500 firearms with up to four employees. Specializing in a variety of shooting disciplines, the company stocks hunting, home defense, and housebrand custom MSRs.

Hunting season is moving a mix of shotguns. Beretta A400s, Mossberg 500s, and TriStar .410s lead the sales board. This year, lever actions are in high demand. Henry holds the top spot in .45-70 and .357 Mag.

Bolt-action rifles are turning well. Ruger American Gen IIs and Tikka’s T3X in .308 are the most popular choices. Another fast mover includes the CZ 457 rimfire.

“The new Ruger has an impressive price point. The rifle has so much going for it. At under $600 out the door, we can barely keep them in stock,” said manager Kimberly Potter.

Handguns continue to hold steady. The Sig Sauer P365X, Sig P365 Macro, Glock 43X, and Ruger SR22 are all landing in the high traffic slots.

ALT&T Guns and Ammo 2,

Foley Located just five miles from the shores of the Gulf, this retailer opened its door just before the pandemic and manages an average of 2,000 long guns and handguns. Handguns sales continue to keep a brisk pace with a strong inventory of Glock 43Xs, Springfield Hellcats, and the Sig P365-FUSE.

This retailer reports good inventory of sporting shotguns, with a sales increase in gas-operated autoloaders. “We have seen a substantial shift from inertia autos to gas. Our customers are finding a quicker cycle rate and there’s significantly less recoil,” said manager Drew Hembly. Sales have been a mix of Winchester SX series and Beretta A300s along with some Benellis and a few Stoegers.

Bolt-action guns are seeing rapidly increasing turns from the Christensen Evoke series, Bergara B14s, and Ruger American Gen IIs. Calibers are a combination of 7mm, .308, and .30-06. With the exception of hunting setups in almost exclusively higher price-point guns, traffic for MSRs has slowed.

MEBlack Bear Weaponry,

Lisbon This family owned-andoperated retailer opened its doors in 2020. Managed by the owner with one part-time employee, this small-town shop keeps 250 firearms in stock.

Sig has a strong foothold in this shop, turning daily numbers of P320s and P365Xs. Other movers include Taurus G3Cs and Ruger EC9s. At this location, 9mm is the most consistent selling caliber. “We continue to foster strong relationships with new customers in our shop. Our online sales are more pricepoint driven,” said owner Jeff Pickard.

MSR sales continue to gain attention this hunting season. A few Sport IIs with opticready accessories and Sig M400s are on the move. For grouse season, Savage over-andunder 555 Series are heading out the door in 12, 16, and 20 gauge. Other high-demand turns include Browning Citoris, and at the price-point level, Charles Dalys. “We love our upland shooters, and this segment continues to grow at our store. Any shotgun in 16 gauge is attracting a lot of attention,” said Pickard.

RI Bullseye Shooting Supplies,

Woonsocket

Located just south of the Massachusetts line, this small-town New England retailer has specialized in ammo, handloading, and handguns for almost 50 years. Reloading supplies continue to challenge this retailer. “Powder and primers are improving, but we really thought that this problem would have been resolved by now,” said owner Paul Conley.

Turns on MSRs are roughly one every two weeks for this retailer. Sales lean to Smith Sport IIIs and Ruger 556s. The only higher-end rifle moving at this store is Daniel Defense.

Shotgun sales are ticking upward with Mossberg 500 two-barrel Combos. Stoeger Condor over-and-unders are on the rise as well. Handgun sales are continuing to turn at a high rate. The 9mm pulls the best numbers. Glock 19s, Smith Shields, and Sig P365s lead. This dealer also reports that used pistols are at an all-time high. “We see at least three customers a week that bring in unfired handguns purchased during Covid,” he said.

AR

Pawn Gallery, Clarksville

This small, independent pawn shop is located 40 miles east of Fort Smith off Interstate 40. On average, it stocks 250 firearms. Handgun inventories are good with SCCY, Taurus, and Ruger. “While we do order a few Glock 43Xs and Sig P365Xs, our handgun sales continue to be very price-point sensitive. This trend has continued for some time. As a rural store we depend on manufacturing jobs and the farm economy, and both are not doing well right now. Although there are several price programs keeping some U.S.-made products at lower price points, we’re leaning heavily on used inventory,” said partner Kelly Elam.

Sales of MSRs have slowed to just one a month. This shop has several Smith Sport IIIs holding on the rack. Shotguns are picking up with a few Mossberg 500s and TriStars.

Elam also mentioned a higher-thanunusual demand for used bolt-action rifles in 7mm and .308. Her trade-in inventory is better than in past seasons.

KY River City Firearms, Mt.

Washington

This suburban Louisville family-owned dealer stocks an average of 400 firearms and handguns with three employees at the counter. As the fall months move ahead, handgun sales continue to post strong numbers. Based on availability, small concealed-carry lines are dominating. The Glock 43X, Sig P365X, and Taurus GX4 lead the way.

MSRs are still selling slightly above average. “It has gotten pretty price sensitive. Our sales curve starts at $399,” said counter salesman Ken Bernardi. Radical RF-15s and Smith Sport IIIs have the most availability. A few Ruger Precisions and Americans are going to deer hunters. Lever actions— both new and used—are in demand. Mossberg 500s are in good inventory and in high demand. There is significant demand for used pistols. “It’s super busy at the used handgun counter. If a gun is $100 less than its new counterpart, it’s sold in two days,” said Bernardi.

NEWPRODUCTS

1 SUMMIT OUTDOORS SHADOW HUNTER WHEELCHAIR FRIENDLY

BLIND

This 6x8-foot blind has been specially designed for hunters who use a wheelchair or trackchair. It features a 42-inch door, lowered windows, reinforced floor, and a second accessory shelf located beneath the window. The blind can accommodate hunters who use firearms, crossbows, and compound bows and can fit from one to four people. Shadowmesh flooring helps prevent unwanted critters and debris from entering the structure, and four large windows (horizontal and vertical) feature a shooting rest to assist steadiness. Other features include a double coat hook, three shelves, one gun/compound bow holder, and five shooting rests. Weight: 420 pounds. SRP: $5,149.99. summitoutdoors.com

2 VANTAGE POINT ARCHERY AC HOLE PUNCH BROADHEAD

Vantage Point Archery (VPA), a leader in American-made broadheads, has teamed up with Archery Country to bring bowhunters a brand-new fixed-blade innovation: the AC Hole Punch Broadhead. Designed by Archery Country’s experienced bowhunting team and precision-built by VPA in the USA, this head combines innovation, durability, and trusted performance.

The concept for the AC Hole Punch was developed by Archery Country in Austin, Texas, who drew on years of outfitting and guiding bowhunters. Their mission was to engineer a head that offered devastating wound channels, reliable blood trails, and uncompromising durability. VPA partnered to bring that vision to life, applying its expertise in CNC machining and one-piece tool-steel construction to create this broadhead.

Key features of the AC Hole Punch include a spreader design that offers a three-blade layout with integrated spreaders that hold the wound channel open for maximum blood trails; six cutting surfaces that consist of three primary blades plus three spreaders, all of which work together to increase tissue damage and ensure fast, ethical harvests; and one-piece American-made construction using premium S7 steel. The AC Hole Punch is available in three configurations: 100 grain (11⁄8-inch cutting diameter), 125 grain (11⁄4 inch), and 150 grain (11 4 inch). vparchery.com

3 FIOCCHI USA TEXAS WHITE WING SHOTGUN AMMO

Fiocchi of America recently announced the return of its iconic Texas White Wing shotshell—now available in a convenient bulk four-box field carton designed with dove hunters in mind. Built for the ultimate wingshooting experience, Texas White Wing is engineered for precision, power, and performance in every shot. This 12-gauge, 2¾-inch shell delivers a 1⅛-ounce payload of No. 7.5 shot at 1,250 fps, offering hard-hitting effectiveness and smooth, reliable cycling. The result is the perfect balance of pattern density and velocity to keep hunters in the action from sunrise to sundown. The new four-box field carton features a sturdy handle for easy transport, making it as functional in the field as it is on the range. fiocchiusa.com

4 BARNETT CROSSBOWS DEMUN STORM

The Demun STORM is a handheld compound crossbow that combines Barnett’s modern-day crossbow innovation with a compact, easily maneuverable handheld design. Engineered for recreational shooting, it features a patented two-stage break-action reloading mechanism for 50% reduced cocking effort, allowing for quick and effortless reloading. The included quick-release D-TAC Butt Stock Extension further decreases cocking effort by a another 25%, making it accessible for all skill levels.

Reinforced parabolic limbs, Halo riser, and adjustable premium red/ green micro dot sight guarantee precision accuracy, and the flip-down tactical foregrip provides ultimate control. The Demun STORM sends Demun carbon Hyperbolts downrange at speeds up to 290 fps, making this the fastest Demun handheld crossbow.

The SwitchLok 90-degree rotating riser allows it to fold into a flat, space-saving profile ideal for transport or secure storage in a standard gun safe. The built-in retractable sling makes it easy to carry and stow, giving shooters grab-and-go portability without the bulk. SRP: $349.99. barnettcrossbows.com

NEWPRODUCTS

5 HORNADY HORNADY HOT TUB SONIC CLEANER

The Hornady Hot Tub Sonic Cleaner’s 25.5-inch tank easily accommodates many barrels and actions from gas-operated firearms. In addition to having four transducers, the Hot Tub Sonic Cleaner utilizes an integrated heating element to enhance cleaning action. Combined with One Shot Sonic Clean solution, the Hornady Hot Tub micro-jet action removes carbon residue and other debris from cartridge cases, gun parts, and other metal equipment.

Features include one inner tank for cleaning multiple smaller batches (or using separate solutions at the same time), hanging cords that enable large objects fully utilize the ultrasonic energy, a de-gas function, and five temperature setting from 100 to 140 degrees F. SRP: $699.99. hornady.com

6 SOG GAMBIT XL FIXED BLADE

Whether you’re breaking down animals or tackling outdoor cutting, chopping, and related tasks as they arise in the field, this is a blade that checks all the boxes. An oversized version of SOG’s famous Gambit fixed blade, the Gambit XL addresses a hunter’s every need in one simple-to-use tool. Forged from CRYO AUS10A steel, the four-inch blade boasts a bold black stonewashed finish, in addition to a paracord-wrapped handle and included Kydex sheath, making this karambit ideal for serving as an emergency utility in a survival situation— or for a defensive application, if the need should ever arise. SRP: $129.95. sogknives.com

KNOWLEDGE INDUSTRY CLOSE AT HAND

NSSF’s SHOT University™ Online is a onestop e-learning platform for firearms retailers and ranges. On-demand and free for NSSF® members, this new library of interactive online courses provides a deep-dive on critical topics ranging from compliance and regulatory issues to operational guidance and business improvement for both business owners and employees. and more!

FOR RETAILERS:

• Planning for an ATF Inspection

• Standardizing Operating Procedures

• Inventory Management

• Notice of Revocation – Are You Prepared?

FOR RANGES:

• Road Map for Range Safety and Health

• Addressing Lead at Ranges

• Marketing Your Training Programs

• Membership Strategies – Lessons from the Fitness Industry

NEWPRODUCTS

7 MUDDY OUTDOORS TRIFECTA 180

Featuring three independent PIR (passive infrared) sensors and a sweeping 180-degree motion detection field, the Trifecta 180 covers three distinct zones, delivering crisp, detailed captures that put hunters in the midst of the action, wherever it’s happening. When triggered, the camera responds immediately, rotating and situating its lens in the zone where movement was detected, making it the equivalent of three cameras in one.

Perfect for monitoring field edges and areas where a wider field of view is essential, its 80-foot detection and IR flash range pair with a lightning-fast 0.4-second trigger speed. The resulting 36MP photos and 1080P video with audio, which users can switch effortlessly between based on scouting needs, are immediately accessible on any mobile device via the Command Pro app, which offers uninterrupted connectivity anytime anywhere. SRP: $199.99. gomuddy.com

8 HATSAN USA FACTOR SNIPER LONG

The Factor Sniper Long is Hatsan’s flagship precision rifle. Available in .22, .25, .30, and .35 calibers, it brings significant power in a match-ready platform. A fully adjustable hammer preload and externally adjustable regulator enable fine-tuned power curves to match the preferred pellet of choice and shooting conditions. Whether launching .22s at 1,050 fps or sending .35 caliber slugs downrange at 169 foot-pounds of energy, this rifle makes no apologies and takes no shortcuts.

Everything about the Factor Sniper Long screams modularity and control. The side-lever action is smooth and reversible for ambidextrous use. The Quattro two-stage match trigger offers vertical and horizontal adjustment on the trigger shoe, and the ergonomic wood pistol grip is built for long, deliberate shot strings. Onboard, a 700cc carbon-fiber bottle, a 100cc pre-air chamber, and dual pressure gauges—one for the main cylinder and another for the regulator—permit competition shooters to always know what is happening under the hood.

The rifle is built on an aluminum frame with integrated combination rails for 11mm dovetails and 22mm Weaver mounts. There is a Picatinny rail beneath the forearm for bipods or other accessories. Magazine capacities span from 21 rounds in .22 to 13 rounds in .35. Each rifle includes two detachable magazines, a Foster fill fitting, and a patented anti-knock system that keeps things quiet at the match or range. SRP: $1,319.99. hatsanairgunsusa.com

Vital Skills

Good communication skills are a vital part of your business success. And good communication skills start right at the top, with you.

One of the most-often quoted lines from the movie “Cool Hand Luke,” is “What we’ve got here is…failure to communicate.” Good communication skills are a vital part of your business success. And good communication skills start right at the top, with you. You set the tone. You also need to set the tone for your associates by letting everyone know you will not tolerate “bad communication.”

By this I mean the office rumor mill (which exists in every human enterprise) where a bad apple can spoil the whole bunch with malicious gossip or just plain snarky behavior. One constant observation we have noticed in our consulting is how bad actors can poison an entire enterprise. In some cases, it’s simply how some insecure people affirm their place in the world; in others, it’s a case of truly malicious behavior. I have found that some folks are just angry at the world and have been so for so long it’s now just a normal attitude for them. Such behavior must not go unchallenged.

At one operation we dealt with a person who could charitably be labeled a “piece of work.” He would tout his supposedly Godly faith at almost every turn, yet he would then talk trash about others, including his partners, family, and even our industry. This narcissistic attitude nearly killed the companies for which he had worked previously.

Poor communication skills can also affect the businesses of “good people.” In another consulting case we encountered a wonderful family man

who needed funding, but would not openly communicate. One of his own team members was related to a banker, and when we learned this and spoke to the banker, he gladly reached out and got the business the needed funding. That helped them hit their first million-dollar year in net earnings.

Most of the failed partnerships we see are rooted in poor communication. Yes, some of those failures were deliberate—even evil—but most were the result of poor communication. Think of a snowball rolling downhill. Early on, it is easily stopped in its tracks, but left to its own devices it can turn into an unstoppable force. The little things add up and eventually create bigger and bigger problems that can no longer be solved amicably.

As the leader your duty is to build a culture that has high values. The first step is to honestly look at yourself and see where improvement is needed. Remember, you will always lead others by the example you set every minute of every day. This journey can be challenging in the beginning, but as you dig deeper you will find a great relief and a new comfort now that you are a wiser and better person than before—one better able to lead not only yourself but your team.

One advantage is that after your epiphany (or awakening, if you prefer), you will now be able to spot those attitudes in others. From that gift you will be able to help them as well. This was exactly what happened to me. A friend took the time to point out the self-induced challenges that I needed to fix in order to be a better leader. From him, I learned an important rule regarding communication: in order to communicate with others, they need to hear what you are saying. One method is to apologize for being so direct. That tends to disarm folks, and they then focus on the message a little better. There is an old business adage that says, “people don’t care about what you know until they know how much you care.”

Below are some of the communication-related skills we have distilled from our years of consulting.

Honesty: Tell the truth all the time.

Empathy: Tell the truth in a direct yet respectful and empathetic way. Shoot straight with people, but don’t shoot them between the eyes.

Courage: Have the courage to put uncomfortable topics on the table and force a discussion. Start a dialogue about precisely what it will take to address

the problem head-on and move toward a positive solution.

Safety: Create a safe environment for open and honest communication. When honesty is a one-way street eventually traffic down that street will die.

Intellectual Attention: In an intellectually tuned-in culture, ideas are tested, what-ifs are challenged, and people welcome and encourage critical examination of ideas and information, no matter the source. The goal is for only the best ideas to be selected.

Transparency: A hallmark of great organizations is that they share as much information as they can with all of the team and stakeholders. Foster a free flow of information across all levels of the business.

Positive Encouragement for All: Display a respectful and sincere attitude for the folks that are part of the team. Let them know how much you value them.

What honest and effective communication does is give you tools and pathways to getting things fixed and back on track quickly. You are a good soul in a wonderful industry helping thousands every year. The simple truth is good communication will equal success.

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)

RANGEFINDING THERMAL BINOCULARS QUEST

New for 2025, QUEST thermal binoculars offer a comfortable, intuitive viewing experience. A 12 μm ≤15mK 640×512 thermal sensor and Reality+ image processing deliver vivid detail to dual 1920x1200 displays, each with independent adjustments. The built-in 1,000-yard laser rangefinder operates in single or continuous mode, displaying target distances instantly. With a hot-swappable IRB-2 (18650) battery and a backup internal battery, QUEST runs all night long. Available in H50R (50 mm lens) and H35R (35 mm lens), each model includes a fully adjustable harness for maximum comfort.