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RICO 3 HAS ARRIVED WITH INDUSTRY-FIRST AUTOFOCUS TECHNOLOGY PAGE 4

HOW TO SELL

RIFLESCOPES PAGE 26

WOMEN

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RETAILER PROFILE: RANGE USA PAGE 36

NEW PRODUCTS

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FIVE MINUTES WITH: EOTECH’S EXPANDING MARKET

FYI: VORTAKT TAKES RIFLE BARREL DESIGN TO A NEW LEVEL

THE SIMPLE TRUTH: BE THE VOICE

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Contents

SHOT Business | September/October 2026

CO LUMNS

FEA T U R E S

06 • EDITOR’S NOTE

18 • UNQUESTIONED FORCE By Carolee Anita Boyles

07 • NEWS BRIEFS

WWW.SHOTBUSINESS.COM SEPTEMBER/OCTOBER 2026

RICO 3 HAS ARRIVED WITH INDUSTRY-FIRST AUTOFOCUS TECHNOLOGY PAGE 4

14 • FIVE MINUTES WITH

26 • SELLING RIFLESCOPES By Wayne van Zwoll

16 • FYI

HOW TO SELL

32 • THE WILD LIFE By Christopher Cogley

RIFLESCOPES PAGE 26

WOMEN

OF THE GUN PAGE 18

36 • FULL SPEED AHEAD By Slaton L. White

RETAILER PROFILE: RANGE USA

PAGE 36

NEW PRODUCTS

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FIVE MINUTES WITH: EOTECH’S EXPANDING MARKET

FYI: VORTAKT TAKES RIFLE BARREL DESIGN TO A NEW LEVEL

DEPA RTMENTS

THE SIMPLE TRUTH: BE THE VOICE

ON THE COVER SB_1026_Cover Digital.indd 1

Cover image by Nocpix. RICO 3 has arrived with industry-first autofocus technology.

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40 • WHAT’S SELLING WHERE 42 • NEW PRODUCTS 48 • THE SIMPLE TRUTH

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SOUND SUPRESSOR

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This issue’s cover brought to you by:

NOCPIX RICO 3 THERMAL SIGHTS

The flagship of the RICO 3 lineup, the RICO 3 PRO H50R thermal weapon sight 3X 640×512 50mm LRF is built for hunters and precision shooters who demand the highest level of thermal performance. Industry-first Autofocus uses data from the onboard rangefinder to instantly dial in a sharp image with the press of a button, eliminating the need for manual adjustments. Its 640×512, 12 μm sensor and 3X base magnification deliver exceptional image detail and long-range target identification while the integrated 1,600-yard laser rangefinder and onboard ballistic calculations provide the confidence to make precise shots at extended distances. Combined with Ocular Zoom 2.0, a 10-hour battery, Reality+ 2.0 image processing, and an ultra-high-contrast 1.03-inch circular AMOLED display, the PRO delivers the most advanced and immersive hunting experience Nocpix has ever offered. Additional features include a quickdetach mounting system, spare battery, magnetic

charging port, recoil-activated video, and picture-inpicture mode. The RICO 3 H50R thermal weapon sight 3X 640×512 50mm LRF is designed for serious hunters who want premium image quality and long-range capability without stepping into the flagship configuration. Its 640×512, 12 μm sensor and 3X base magnification provide exceptional clarity and target identification performance, while the integrated 1,600-yard laser rangefinder and ballistic calculator simplify extended-range engagements. A 10-hour battery life, Reality+ 2.0 image enhancement, and the 1.03-inch circular AMOLED display deliver a refined viewing experience from dusk until dawn. Built on the nextgeneration RICO platform, the H50R combines advanced capability with practical field performance. Additional features include a quick-detach mounting system, spare battery, magnetic charging port, recoilactivated video, and picture-in-picture mode.

The NOCPIX RICO 3 H35R thermal weapon sight 2X 640×512 35mm LRF delivers flagship-level image quality in a more versatile package, making it an ideal choice for hunters who prioritize field of view and flexibility. Its 640×512, 12 μm sensor and 2X base magnification provide outstanding thermal detail and wider situational awareness for scanning and engaging at varying distances. An integrated 1,600-yard laser rangefinder, onboard ballistic calculations, and a 10-hour battery ensure confidence throughout an entire night afield. Combined with Reality+ 2.0 image processing, a circular AMOLED display, and an intuitive user interface, the H35R offers high-performance thermal capability in an approachable configuration. Additional features include a quick-detach mounting system, spare battery, magnetic charging port, recoil-activated video, and picture-in-picture mode. The RICO 3 L35R thermal weapon sight 3X 384×288 35mm LRF is the entry point into the RICO 3 family, bringing next-generation features to hunters at the most accessible price point in the lineup. Equipped with a 384×288, 12 μm sensor and a 3X base magnification, it delivers solid long-range detection and identification performance while maintaining the core RICO 3 experience. The integrated 1,600-yard laser rangefinder, onboard ballistic calculations, and 10-hour battery provide capabilities typically reserved for premium thermal systems. Featuring the same Reality+ 2.0 processor, circular AMOLED display, and rugged magnesium construction as its larger siblings, the L35R makes advanced thermal technology more attainable than ever. Additional features include a quick-detach mounting system, spare battery, magnetic charging port, recoil-activated video, and picture-in-picture mode.

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RICO 3 640×512 12 µM THERMAL SENSOR 1600YD LASER RANGEFINDER 2560 x 2560 60HZ DISPLAY BALLISTIC CALCULATOR 10 HOUR BATTERY LIFE

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EDITOR’S NOTE

Unquestioned Force

There was a time when women weren’t welcome in the shooting sports. That’s no longer the case.

everal years ago I wrote a SHOT Business editorial titled “No Girls Allowed.”

The phrase was borrowed from my childhood when boys built treehouses and “forts” from which their sisters were denied entrance. When I began my editorial career in the outdoor space, that attitude was certainly present. Women writers (as well as marketing and public relations professionals) were few and far between. But slowly, they edged open the door—though I do have to admit that sometimes that door had to be kicked in. This issue we profile six remarkable women annual SHOT Show where many booths are who broke down barriers in the shooting sports. staffed with women in positions of responsibili(See PG 18.) Writer Carolee Anita Boyles says, ty and authority. “Today, women are an unquestioned force in As Boyles notes, “Clearly times have the firearms industry. They hold corporate posichanged. But for this generation of women to tions, excel as competitive shooters, and manrise to their potential in the industry, the age companies without pushback. A generation women before them had to break the glass ceilago, this was not the case.” ing. These six women are part of the cohort Not everyone in our space has gotten the that pushed forward and would not take ‘no’ for word, though. Unfortunately, I have encounan answer.” tered retailers that are less than accommodating One name on the list—the late Barbara to women shooters and hunters. One issue for Mellman Skinner—struck a real chord with me. retailers is that the purchasing process for I first encountered her as a young editor at Field women is different from that of men. They tend & Stream while working on an optics article. I to ask more questions, which catches lessneeded some technical information, and a colinformed counter folks off guard. Women don’t league with a big Rolodex on his desk pointed like to be patronized or belittled, either. A me to her. She delivered, and I never forgot her woman hunter I know told me when she once professionalism and her willingness to help a asked a retailer about upland hunting vests for newcomer to our business. women she was told to try the boy’s aisle. That is no way to create a long-term customer relationship. But a look around the industry now shows Slaton L. White, Editor how far we’ve come. You can see this at the

EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE GROUP MANAGING EDITOR w HILARY DYER ART DIRECTOR w TOD MOLINA ADVERTISING SALES TEAM w PATRICK BOYLE w BRAD BISNETTE w MIKE KIZZIRE w TOBY SHAW COLE PUBLISHING ADMINISTRATION PRESIDENT, COLE PUBLISHING w JEFF BRUSS PRESIDENT, GRAND VIEW OUTDOORS w DERRICK NAWROCKI NSSF ADMINISTRATION PRESIDENT & CEO w JOSEPH H. BARTOZZI VICE PRESIDENT, MARKETING w BILL DUNN SENIOR VICE PRESIDENT FOR GOVERNMENT & PUBLIC AFFAIRS, ASSISTANT SECRETARY & GENERAL COUNSEL w LAWRENCE G. KEANE VICE PRESIDENT, HUMAN RESOURCES w LISA DAVIS VICE PRESIDENT, EXHIBITIONS & EVENTS w MELISSA SCHILLING VICE PRESIDENT, GOVERNMENT RELATIONS w PATRICK ROTHWELL VICE PRESIDENT & CFO w JOHN SMITH VICE PRESIDENT, MEMBER SERVICES w JOHN MCNAMARA DIRECTOR, CONTENT w JADE MOLDAE SHOT BUSINESS (ISSN 1081-8618, USPS 25801) is published bimonthly by COLE Publishing, 415 E Wall St, Eagle River, WI 54521. Periodicals postage is paid at Eagle River, WI. POSTMASTER: Send address changes to SHOT BUSINESS, PO Box 2707, Eagle River, WI 54521. All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Periodicals postage pending at Eagle River, WI 54521 and at additional mailing offices. COLE Publishing is not responsible for researching or investigating the accuracy of the contents of stories published in this magazine. Readers are advised that the use of the information contained within this magazine is with the understanding that it is at their own risk. COLE Publishing assumes no liability for this information or its use. COLE Publishing assumes no responsibility for unsolicited editorial, photography, and art submissions. In addition, no Terms and Conditions agreements are recognized by COLE Publishing unless signed and returned by the Editor. POSTMASTER: Send address changes to: SHOT BUSINESS P.O. BOX 220, THREE LAKES, WI 54562. ADVERTISING: Advertising inquiries should be emailed to shotbusiness@colepublishing.com. No responsibility will be assumed for unsolicited materials. SHOT BUSINESS is a registered trademark of NSSF. Contents copyright ©2026 by NSSF. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher.

Julie Golob is one of the top all-time professional shooters in the world.

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NEWS BRIEFS N E WS

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PR O MO T I O N S

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AWAR D S

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OU T R EA CH

FEDERAL TAKES AMMUNITION TO THE NEXT LEVEL

ederal Ammunition has expanded its revolutionary and patented Peak Alloy case technology into a standard cartridge— the all-new 6.5 Creedmoor +Peak is a high-pressure version of the trusted 6.5 Creedmoor. It has the same external dimensions as a conventional 6.5 Creedmoor and is compatible with existing 6.5 Creedmoor rifles. With a Peak Alloy case, it’s loaded to 80,000 psi, producing muzzle velocities 300 fps faster and beyond 3,000 fps in select loads, while maintaining similar perceived recoil.

“When Federal introduced the 7mm Backcountry cartridge in 2025, we set the wheels in motion that will forever change highperformance rifle ammunition performance,” says chairman and CEO Jason Vanderbrink. “We are now excited to roll out another Peak Alloy cartridge option. Our 7mm Backcountry and allnew 6.5 Creedmoor +Peak truly unlock unprecedented performance and are ushering in a new era of ammunition. The best part of the 6.5 Creedmoor +Peak is that hunters and target shooters are likely to already own a rifle that can shoot it.” The patented one-piece Peak Alloy case enables safe handling of 80,000 psi versus 65,000 psi in brass cases, resulting in higher velocities and enhanced ballistics for flatter long-range shooting. This is especially beneficial for shooters who prefer smaller, lighter, shorter-barreled rifles typically configured for suppressors. With its

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impressive velocities, 6.5 Creedmoor +Peak even beats 6.5 PRC by 100 fps in a smaller, lighter platform with no significant increase in felt recoil. “This performance takes a cartridge that many felt was undersized for larger game and gives it enough energy to take down large animals at longer ranges,” says Jesse Whiteside, Federal’s vice president of new product development. “We saw the big-picture potential for this technology from the start,” says Mike Holm, Federal’s director of centerfire rifle ammunition. “It was obvious what Peak Alloy meant for legacy cartridges, and considering the popularity of 6.5 Creedmoor, 6.5 Creedmoor +Peak was the natural place to show the world what it could do.” Federal will initially offer 6.5 Creedmoor +Peak in 130-grain Terminal Ascent and a 155grain Fusion Tipped. The company began shipping the new cartridge to dealers in August. Shortly thereafter, loads in Gold Medal Sierra

Tipped MatchKing, Barnes LRX, and Berger Elite Hunter will be made available. federalpremium.com

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NEWS BRIEFS

A SMARTER WAY TO SELL USED GUNS GunBroker.com, the world’s largest online marketplace for firearms, hunting, shooting sports, and related products, recently announced an integration with Slingit’s AI-powered platform in order to help firearm dealers buy and sell used guns smarter and faster. The integration connects the used gun counter directly to GunBroker.com, giving dealers a streamlined path from evaluating and acquiring a firearm to creating and publishing a professional GunBroker. com listing. With the Slingit AI Sidekick running on a mobile device, dealers follow a fast, consistent process to appraise and acquire a firearm from a gun owner at the counter. A series of in-app photos are used to read the serial number, identify the firearm and included accessories, apply a condition grade, and deliver a suggested fair-market valuation in as little as five minutes. Once acquired, Slingit transforms the appraisal photos into studio-quality listing images using AI-powered background removal and replacement, lighting enhancements, borders, and dealer logo overlays. It then creates optimized titles and descriptions designed to reach buyers on GunBroker. com and through search engines (SEO) and answer

engines (AEO). The dealer reviews the completed listing and publishes it directly to GunBroker.com in just a few clicks. The result is a more modern workflow for used guns. Dealers can move inventory from acquisition to a professional GunBroker.com listing in as little as five minutes—helping them bring more inventory online, reach GunBroker.com’s nationwide audience, and keep their teams focused on customers at the counter. “I built GunBroker.com to give buyers and sellers across the country an easy-to-use trusted place to do business,” says Steve Urvan, founder of GunBroker. com and CEO of its parent, Outdoor Holding Company. “We continually work to streamline and improve the selling process, and Slingit takes friction out of selling used inventory. By pairing its AI tools with the reach of GunBroker.com, we are giving dealers of every size a faster and easier way to put quality used firearms in front of millions of prospective buyers nationwide.” “Slingit was built to help dealers grow their used gun business,” says Walt Geer, CEO of Slingit. “Our AI Sidekick helps every employee become an expert

on virtually every firearm in circulation and streamlines the work required to create effective online listings. By connecting Slingit with GunBroker.com, we close the loop—from acquisition to a professional listing that reaches buyers nationwide.” The GunBroker.com and Slingit (slingit.com) integration is available now to participating firearm dealers. gunbroker.com

HERITAGE OUTDOOR GROUP ACQUIRES BADLANDS

eritage Outdoor Group recently acquired Badlands, a leading hunting backpack, gear, and apparel brand, from W. C. Bradley Co. Founded in 1992, Badlands has earned a loyal customer base through its focus on quality, innovation, durability, and its unconditional lifetime warranty. Under Heritage’s ownership, the brand will continue serving its dealers and customers while investing in product development and long-term growth. “We’re incredibly excited to welcome Badlands to the Heritage family,” said K. Camp Bailey, chairman of Heritage Outdoor Group. “Badlands is a respected brand in the hunting industry with a passionate customer base and a reputation for building innovative, dependable gear. We look forward to growing the brand, supporting the talented Badlands team, and building on that legacy for years to come.” “When we decided that it was time to transition Badlands to a new owner, finding the right home for our team and our legions of committed customers was of paramount importance,” said Christopher M. Ball, CEO of W. C. Bradley Co. “Agile and entrepreneurial, Heritage Outdoor Group brings the passion and commitment to shepherd the Badlands team into their next phase of growth and success. We wish our Badlands colleagues and their new owners every continued success and look forward to applauding their future accomplishments.” Badlands joins Heritage’s growing portfolio of premium outdoor brands as the company continues its mission of acquiring and building enduring brands that serve hunters and outdoor enthusiasts. Heritage Outdoor Group is a holding company focused on acquiring, growing, and supporting leading brands in the outdoor and active lifestyle markets. Founded by experienced outdoor industry operators and investors, Heritage partners with companies known for quality, innovation, and craftsmanship while providing strategic leadership, operational expertise, marketing, sales, and financial resources to help brands reach their full potential. Heritage’s portfolio includes PSE Archery, Kryptek, and Badlands. HeritageOutdoors.com

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LEUPOLD ADDS NEW RETICLE OPTIONS TO THE MARK 4HD LINE

hree new reticles have been added to Leupold’s Mark 4HD line of riflescopes. The award-winning Mark 4HD will now be available in Illum. PR2-MOA, Illum. PR2-MIL, and Illum. PR3-MIL reticles in both 6-24x52 and 8-32x56 configurations. The new line extension marks the first time that Leupold’s popular PR2MOA, PR2-MIL, and PR3-MIL reticles have been offered in an illuminated configuration. “We originally developed the PR2-MOA, PR2-MIL, and PR3-MIL reticles with input from the country’s top competitors, professional shooters, and hunters. They all wanted the same thing: A reticle that provided a clean sight picture that was free of the clutter you see with other Christmas tree designs, allowing for fast accuracy, hold-offs, and shot corrections,” says John Snodgrass, product line manager for Leupold & Stevens, Inc. “One of the very first requests we got after launching the original reticles was for illuminated versions. We’re excited to bring those to the table now to give hunters and shooters another reason to turn to the Mark 4HD.” All three new reticles will be available in 6-24x52 and 8-32x56 configurations, which are in FFP and feature 34mm main tubes. Like existing Mark 4HD riflescopes with illuminated reticles, the new models are pushbutton operated and feature Leupold’s Motion Sensor Technology (MSG) that will put the illumination to sleep after five minutes of inactivity, reactivating as soon as the scope moves. The entire Mark 4HD family features Leupold’s Professional-Grade Optical System, which delivers the light transmission, glare reduction, and resolution that professional guides and shooters demand. The push-button ZeroLock dial system eliminates accidental dial movement and allows a

rapid return to zero. Select models feature a similar ZeroLock windage turret. The Mark 4HD is waterproof, fogproof, shockproof, and guaranteed to perform for life. Like all Leupold riflescopes, it is proudly designed, machined, and assembled in the company’s Beaverton, Ore., factory. SRP: $1,799.99—$1,899.99. leupold.com

SMITH & WESSON ADDS M&P 15 AXE SBR Smith & Wesson Brands has added the new M&P15 AXE SBR to its popular M&P15 rifle lineup. Built on Smith & Wesson’s proven M&P15 platform, the M&P15 AXE SBR features Gemtech’s GVAC direct-impingement gas system. Gemtech's GVAC system is a suppressor-optimized gas-management technology engineered to help reduce gas blowback during suppressed operation. By managing gas flow more efficiently, the GVAC system enhances user comfort while helping maintain reliable, consistent performance. Chambered in .300 Blackout, the M&P15 AXE SBR ships with a 30-round magazine, comes equipped with an 8-inch 5R-rifled 4150 CMV barrel with a 1:7.5-inch twist rate and Armornite finish, a 5⁄8x24 threaded muzzle, and a 7-inch Midwest Industries Combat M-LOK free-float handguard. The rifle includes an enhanced bolt carrier group and features a Magpul CTR adjustable stock, a Radian Raptor ambidextrous charging handle, Williams folding adjustable sights, ambidextrous controls, and an M&P pistol grip. Designed to perform in a variety of conditions and optimized for suppressor use, this SBR embodies the best combination of function and form. The M&P15 AXE SBR is backed by Smith & Wesson’s Limited Lifetime Service Policy. SRP: $1,499. smith-wesson.com

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Q SELECTS GUIDEFITTER TO POWER ITS PRO PROGRAM Kevin Brittingham’s firearms and suppressor company—the shop behind the .300 Blackout and 8.6 Blackout—has named Guidefitter its exclusive pro program partner. Q will rely on Guidefitter’s platform, professional verification, and audience to run its program for guides, outfitters, outdoor industry professionals, military service members, and first responders. “Q has always been built around people who actually use their equipment,” says Cody Osborn, vice president of sales and marketing at Q. “Guidefitter gives us a direct connection to that community while making it easy to support the guides, outfitters, and professionals who depend on reliable gear every day. It is a natural fit for where we want to take the brand.” Founded in 2016 in Dover, N.H., Q was started by Kevin Brittingham, creator of the .300 Blackout. His team later introduced the 8.6 Blackout, adopted by ammunition makers including Hornady, also a Guidefitter brand partner. Q engineers rifles and suppressors together rather than building cans to fit existing guns, yielding lighter, better-balanced systems with tolerances production manufacturers rarely match. “There’s a difference between brands that chase trends and brands that set them, and Q sets them,” says Brian Worthington, vice president of brand partnerships at Guidefitter. “Our professional audience buy on whether a system works in the field, suppressed, when it counts. Q builds for exactly that person, and our Insiders have been after us about them for years.” For Q, a company that prizes speed and refuses corporate bloat, the fit is also operational. Guidefitter is a nimble technology and marketing company built to move quickly with partners on content, education, and pro commerce rather than hand them a static discount portal. Q also pointed to Guidefitter’s strategic roadmap—a closedloop approach that connects professional influence to commerce. liveqordie.com guidefitter.com

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NSSF MARKETING & LEADERSHIP SUMMIT FOSTERS GROWTH AND LEADERSHIP

he purpose of the annual NSSF Marketing & Leadership Summit is to help participants run more successful businesses. And by all accounts, the event this year in Hilton Head, S.C., achieved that objective as it experienced strong engagement from firearm industry executives, marketers, and business leaders. The two-day summit brought together industry

professionals for timely education, peer discussion, and networking focused on the challenges and opportunities shaping today’s marketplace. Sessions addressed workplace culture, consumer trends, economic uncertainty, Meta advertising, artificial intelligence, e-commerce, customer engagement, and the future of leadership in an evolving business environment. “The Marketing & Leadership Summit continues to be a place where current and future leaders of our industry sharpen their skills, expand their networks, and gain new perspectives,” said Joe Bartozzi, NSSF President and CEO. “The conversations taking place here are helping businesses better prepare for the challenges and opportunities ahead while continuing to strengthen the firearm industry as a whole.” Attendees and sponsors emphasized the Summit’s unique value as an intimate, focused setting where companies can exchange ideas, identify solutions, and build stronger relationships across the firearm industry. “It’s rare that you get a collection of business leaders in the same room who are focused on the same thing,” said Connor Dunaway, 20North Marketing CEO. “What’s happening in marketing? How do I be successful? How do I lead my organization? What changes are impacting me? And how can I be a thought leader and driver through this?” “This is probably one of my favorite events of the year,” said Kyle Van Winkle, Head of 2A Enterprise at Listrak. “Folks are thinking about how they’re interacting with their customers, how they’re engaging, and how they’re starting to build these relationships from the ground up.” “We’ve been around for less than a year, and some of the people I’ve met and made relationships with said, ‘You’ve got to be over in Hilton Head for this conference.’ It’s been huge. We’ll not only be back next year, but we’ll also be at SHOT Show in a big way,” said Walt Geer, CEO and Founder of Slingit. Experienced industry professionals know that great marketing does’t happen in a vacuum, a sentiment echoed by Aaron McCaleb, president of Source Outdoor Group. “Attending the NSSF Marketing & Leadership Summit wasn’t just about hearing industry experts; it was about stepping outside our day-today operations and reconnecting with like-minded individuals focused on the bigger picture. I walked away with new perspectives, actionable strategies, and trusted connections that have already sharpened how we help our clients stand out. For any leader serious

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about driving results in our marketplace, the NSSF Summit should be a top consideration.” Another industry professional, Jared Rehm, director of marketing for Dead Air Silencers, cited the seminar’s ability to allow collaboration with marketing professionals across the outdoor industry. “It allows us to exchange ideas and explore new ways to build stronger connections with consumers. At Dead Air Silencers, innovation extends far beyond engineering. While we are committed to designing industry-leading products, we are equally focused on developing innovative ways to engage with consumers and enhance their overall shooting experience. The NSSF Marketing & Leadership Summit serves as an important platform to connect with industry partners, gain insight into evolving consumer trends, and better understand the needs of today’s shooters.” World-class speakers and a compelling agenda was the attraction for Nick Andrews, Benelli’s director of marketing. “The NSSF Marketing & Leadership Summit delivers a compelling agenda and world-class speakers focused on the challenges and opportunities shaping the future of our industry. For me, it’s an opportunity to gain perspective outside my own organization, collaborate with other industry leaders, and gain a better understanding of the broader marketing and retail trends influencing today’s consumer.” Dan Kahn, president and CEO of Kahn Media, cited the summit’s intimacy. “This was my fifth year attending the NSSF Marketing & Leadership Summit and it has become one of my favorite events of the year,” he said. “While I enjoy attending the SHOT Show and other major trade shows and getting to handle all the new hardware, the summit feels more intimate and you get meaningful face time with deci-

sion makers at some of the best brands in our industry in an environment where you can have an actual conversation, not just a passing hello in a crowded aisle. The NSSF team also does a great job selecting speakers, and this year felt particularly relevant with talks ranging from how to work with Millennials and Gen Z in the workplace and how AI is impacting marketing to how to get around 2A content bans on the major social platforms. It doesn’t hurt that these events are consistently held at beautiful places, and Hilton Head in the spring is something special.” Seminar sponsors included Platinum Sponsor 20North Marketing, Silver Sponsor Shopware, and Bronze Sponsors Big Commerce, Joseph Chiarello & Co., Listrak, and Payroc. Supporting sponsors included Centerfire Spirits, Crimson Agility, FastBound, Hillsdale College, Hook & Barrel, illumin, iovista, Longview, Magpul, Master FFL, Netformic, Project ChildSafe, Rumble, Slingit, Southwick Associates, and Vault. “We’re incredibly grateful to the sponsors who helped make this year’s Marketing & Leadership Summit possible,” said Melissa Schilling, NSSF Vice President, Exhibitions & Events. “Their support and participation helped create an environment where attendees could exchange ideas, build relationships, and have meaningful conversations about the future of the industry.” If you missed this year’s Summit, NSSF encourages members and industry professionals to explore its growing calendar of events and resources. From the SHOT Show and Summit to the Import/Export Conference and year-round webinars covering cybersecurity, compliance, marketing, leadership, and more, NSSF offers numerous opportunities to engage, learn, and lead. Save the date for the 2027 NSSF Marketing & Leadership Summit, taking place May 11–13, 2027, at the Ponte Vedra Inn & Club in Ponte Vedra Beach, Fla.. nssf.org

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NEWS BRIEFS

REMINGTON PARTNERS WITH ORIGINAL GRAIN TO LAUNCH “THE HUNT CLUB” WATCH COLLECTION Through a new partnership with Original Grain— now an official Remington Brand Licensee—the iconic brand’s history, materials, and design details are being transformed into a distinctive new product: The Hunt Club watch collection. The collaboration will feature four unique watch designs with additional styles planned for the future. Each piece reflects a combination of premium materials and design inspiration drawn directly from Remington’s legacy: Mother of Pearl Chrono (walnut and antique bronze steel, 44mm case size); Ebony Barrel Chrono (ebony and desert Cerakote steel, 45mm); Silver Barrel Auto (walnut and brushed stainless steel, 46mm); and Black Chrono (walnut and black-plated steel, 44mm). “What sets this collection apart is the story behind the materials. Most of the watches incorporate American walnut sourced from retired Remington rifle buttstocks, originally used in ammunition testing at Remington’s Lonoke facility,” says Kaylene Christian, licensing product line manager. “This reuse of authentic materials connects each timepiece directly to Remington’s manufacturing and performance heritage. “Original Grain makes watches that don’t just tell time—they tell a story. By using unique and reclaimed materials, they create unmistakably original pieces. That’s why this partnership is such a natural fit. We’re proud to contribute materials with real history, including gunstocks that played a role in testing ammunition at our Lonoke factory.” Beyond the materials, the watches showcase subtle, meaningful nods to Remington firearms. These include stippled dials inspired by buttstock checkering, scope-style crosshair elements, and a custom case design modeled after a fired cartridge, complete with a gold primer center and Remington logo. The collection celebrates craftsmanship while honoring the details that define the brand. For Original Grain, the collaboration represents more than a product launch—it’s a shared commitment to heritage and craftsmanship. “Partnering with Remington and building a collection using the same walnut found on rifles is something we take seriously,” says Ryan Beltran, co-founder of Original Grain. “Remington is one of the most recognized American heritage brands of all time. It connects naturally with our audience—hunters, outdoorsmen, craftsmen, and those who value American-made products with real history behind them. This is one of the partnerships I’m most proud of.” The Hunt Club collection showcases how Remington continues to expand its brand in meaningful ways—bringing its legacy of quality and performance into new categories while staying rooted in authenticity. SRP: $399—$469. Originalgrain.com Remington.com

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YE ARS

8/12/26 1:51 PM

by robert FIVEa sadowski MINUTES

WITH ... John Bailey, Vice President of Marketing, EOTECH

development of digital night-vision solutions that can provide more features, benefits, and performance over current analog systems.

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

JB: I really enjoy seeing the look on people’s faces when they first use our products; you can see the lightbulb turn on and their eyes light up. You can also immediately see the excitement. For me, that never gets old. I also have the privilege of working with likeminded individuals. EOTECH has an incredible culture with employees who want to see the company and industry grow. I also get to work with many similar individuals outside the company—manufacturers, media, social media influencers, 2A groups, and more—that all work for the same goals. SB: How will you meet the expectations of your customers?

Enhanced Focus EOTECH’s mission is to develop products that deliver performance, durability, and reliability.

ohn Bailey started with EOTECH in 2003 when the company was an unknown brand and the holographic weapon sight was in its infancy. At that

time, EOTECH partnered with Bushnell Optics and branded the first commercial holographic sights as a Bushnell to leverage its credibility and reach. As it grew in popularity, EOTECH continued this for the commercial market, but branched off using the EOTECH brand for military and LE versions. Throughout these years Bailey worked in customer service, sales, product development, and eventually marketing, positions in which he was able to see the company continue to grow. Today the EOTECH brand is one of the most recognizable brands in the firearm industry.

JB: Throughout the years, EOTECH has focused on developing products that meet or exceed the demands of the professional user. This focus on performance, durability, and reliability translates to the non-professional users who want these same benefits to protect themselves or their family. Through U.S. manufacturing and product testing no other competitor can match, we feel we often exceed customer expectations and will strive to continue to do so. SB: In a very competitive world, how does EOTECH stay ahead of the pack?

JB: It is a very competitive industry, and we feel we stay ahead of the pack by finding and retaining the most talented engineers, quality and testing staff, and product managers to ensure we design and build the right products. We also try to identify trends early and develop products to satisfy that growing

SHOT Business: What do you think are the biggest challenges our industry will face in the next five years? John Bailey: Aside from the political challenges around our 2A freedom, I see it becoming increasingly difficult for manufacturers to be innovative. Years ago, at SHOT Show I would walk the show and see so many new and exciting things. Now I don’t see it as often. This is a testament to how much progress has occurred, but I am concerned that there are fewer improvements and technologies entering the market—or at least at the rate we have seen in the past. SB: What opportunities do you see? JB: The growth and acceptance of optics on pistols is a big opportunity. We have focused efforts on developing optics for this market and are currently launching our EFLX CE closed-emitter pistol sight. In addition, through collaboration with our California-based sister company EVS, we see enormous opportunities in the

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 The EFLX CE is a fully enclosed pistol optic built for professional use. It combines reliability with shake-awake activation.

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by slaton l . white

with exceptional resources and really bolstered both our new product development as well as the sustaining engineering required with current products.

SB: EOTECH recently acquired VK Integrated

Systems (VKIS), a Tennessee-based developer of advanced weapon electronics and battlefield networking solutions. How does this acquisition align with EOTECH’s overall business strategy?

JB: Although it’s not optics on firearms, this acquisition enables EOTECH to improve the performance, awareness, and safety of our first responders. These products and services empower our law enforcement, special operations professionals, and responsible citizens with a decisive technological advantage and provide a seamlessly integrated ecosystem of high-performance sensors, software, and weapon accessories. eotechINc.com

 The dual-tube EOTECH BinoNV-W-S is a compact, lightweight night-vision goggle built to full MIL-STD-810G specifications.

demand. We have also done a great job diversifying our product portfolio beyond just a holographic sight, to provide a suite of products that include night-vision/thermal, laser systems, pistol optics, and most recently, TAK services. This diversification provides one-stop shopping for LE agencies and military units around the globe.

SB: EOTECH is a leader in electro-optics technolo-

gy, and its product lines include magnified scopes, micro red dots, night-vision and thermal systems, and on-gun laser devices. But it just entered the suppressor market. What does this new line consist of and why did you feel EOTECH needed to be in this rapidly evolving space?

 To meet market demand, EOTECH recently launched a suppressor line.

JB: A long-standing goal of EOTECH is to “own the gun.” This means producing a plethora of products that help the firearm and user perform better. We have done that with optics—including CQB, long-range, night-vision, and IR. Most recently we added firearm capability with the new On-Gun Laser (OGL) system. Suppressors were an obvious next step and with the increased demand due to the removal of the tax stamp, we wanted to develop quality suppressors that improve and enhance a user’s shooting experience. SB: EOTECH recently opened a new tech center

located in Orofino, Idaho. How will this facility help EOTECH’s R&D efforts?

JB: In the electro-optics industry, robust R&D is critical. EOTECH has always had a major focus on R&D, but this new tech center strengthens our commitment. We have staffed this facility

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 The Vudu 4x12x36 FFP and EFLX Combo Kit pairs a first focal plane precision scope with a dedicated mini reflex sight in a single integrated package.

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8/11/26 9:04 AM

by robert by C hristopher C ogley FYI a sadowski

Collaborative robots, also known as cobots, help automate repetitive manufacturing tasks while working alongside employees. This allows skilled team members to focus on higher-value work that drives quality and productivity.

The Technological Advantage Vortakt Barrel Works takes gun barrel design and manufacturing to new levels.

here used to be an adage that said you can have quality or you can have quantity—but you can’t have both. But with the

ability to craft high-quality gun barrels at almost any scale, however, Wisconsin-based Vortakt Barrel Works is changing that age-old-adage and giving gun manufacturers the quality they expect in a barrel and the quantity they need to keep up with market demand. “Our goal is to meet our OEM clients where they’re at,” says Chad Weister, managing director at Vortakt. “We want to give them a high-quality barrel that’s made exactly to their specs, and we want to be able to give them the quantities they need— no matter how big.”

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Vortakt can accomplish this mission because they don’t just implement new technology; they embrace it. “Anywhere we can use technology to make a better barrel, we’re going to do it,” Weister says. “And because of automation, we can scale at a pretty incredible rate while maintaining a level of precision that’s unmatched.” They can do this is because they implement arguably the latest, and most advanced, barrel manufacturing technology in the marketplace. “When you have a customer that wants five thousand barrels a month, you need the equipment to handle it,” Weister says. “We can do that because our facility is the most advanced barrel manufacturing facility in the world.”

The reason he can make such a bold claim is because the machines that Vortakt uses to make its barrels are designed and manufactured by Vortakt’s sister division, UNISIG. “Because we’re connected to UNISIG, who are making the equipment, we get access to the most advanced technology before anyone else,” Weister says. This relationship also allows Vortakt to go back and provide real-time feedback on how to update the design of the machine to meet a customer’s unique specifications. “Because we’re an engineering-focused company, we find solutions to problems,” Weister says. “You need to understand the product you’re manufacturing, and the equipment used to make it is a critical part of that.” When Vortakt first got into business, it almost exclusively focused on providing OEM firearm manufacturers with barrel blanks. “The problem we ran into is that a lot of our would-be customers didn’t have the machines or capabilities to contour, chamber, and finish the barrel blanks,” Weister says. With continual improvement and significant investments, Vortakt acquired the equipment needed to provide client solutions based on their finishing needs. This might be a drilled, reamed, rifled, and stress-relieved barrel blank, a semi-finished barrel with exterior profiling, or a chambered and contoured finished barrel. “We start with the customer’s drawing, then determine how to translate that into a repeatable process capable of producing high-quality parts at volume,” Weister says. Vortakt designs most of its tooling in-house. Its engineers design custom solutions and work closely with tooling manufacturers to ensure the tools perform to the exact specifications required by each OEM. This collaboration allows Vortakt to configure

 Chad Weister

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its machines for unique applications while maintaining the efficiency and reliability required for high-volume production. “Once you set up the machine correctly to meet the specifications you need, that machine is doing the exact same thing time after time,” Weister says. “The quality of the product doesn’t change.” The operation isn’t entirely automated, however. “There are some things you can automate, and there are other things you still need to do manually,” Weister says. “But there are certain aspects where we’ve found that automation produces a better and more efficient result than doing it manually.” To help ensure that the machines are consistently achieving the quality products they’re designed to output, Vortakt builds in “inspection intervals.” At these points, the products are inspected by a trained machinist who makes sure that the machine continues to make the products to the exact specifications of the original drawing. “Those quality gates are important,” Weister says. “Having multiple layers of inspection goes a long way toward making sure the part is exactly like it’s supposed to be.” The type of quality and scale that Vortakt has achieved isn’t just about having the right equipment

to do the job; it’s also about knowing that equipment well enough to make sure that you can respond quickly if something goes wrong. “We check every machine at every shift change, every day,” Weister says. “Automation delivers exceptional consistency, but if a process parameter, tool condition, or program is off, it can produce a lot of bad parts very quickly.” At the start of every shift, team leads verify tooling, process parameters, and machine performance to ensure everything is running correctly. That human verification confirms that tolerances and output continue to meet the exact specifications of the original drawing. The discipline is reinforced by structured preventive-maintenance schedules, routine machine inspections, and ongoing quality checks designed to keep equipment performing at its highest level. “Another factor that significantly improves up time is our quick access to the engineers who built the machines and the service technicians who work on them every day,” Weister says. “They can diagnose issues quickly and resolve problems without waiting for outside service.” Between the latest machine technology, automation, and expert engineering and machinists, the

result is a Vortakt barrel that performs exactly as designed. “We’re really proud of what we do,” Weister says. “It’s always about the product first. We believe that if we make good barrels, success for the company will follow. And so far, that’s worked out well for us.” It’s also worked out well for all those people who are fortunate enough to have Vortakt barrels on their pistols and rifles. vortakt.com

Performance Center M&P9 M2.0 Carry Comp

The Davidson’s Exclusive Smith & Wesson Performance Center M&P9 M2.0 Carry Comp pistol focuses on enhancing the shooting experience. Strategically designed with Power Port™ on the slide and barrel, gasses escaping the end of the gun are diverted which reduces felt recoil and lets you maintain an unobstructed view when ﬁring. Combined with three 17-round and two 23-round magazines, this Davidson’s Exclusive is ready for the speed and accuracy training you need to be used as your everyday carry.

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UNQUESTIONED

FORCE by Carolee Anita Boyles

Six Women Who Changed the Firearms Industry.

oday, women are an unquestioned force in the firearms industry. They hold corporate positions, excel as competitive shooters, and manage companies without pushback. A generation ago, this was not the case. As recently as the mid-1990s, a representative of a major corporation was heard to say that no woman would ever attend their annual new products seminar. Clearly times have changed. But for this generation of women to rise to their potential in the industry, the women before them had to break the glass ceiling. These six women are part of the cohort that pushed forward and would not take “no” for an answer.

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UNQUESTIONED FORCE BECKY BOWEN

DOREEN WILLIAMS GARRETT

Not content to work only for someone else, Bowan and a friend started a publishing company, Pioneer Press, which published books about muzzleloaders. She also created her own advertising agency, Quivera Advertising, to help smaller firearms companies with limited budgets advertise in big magazines. Bowen moved to B. E. Hodgdon in Shawnee Mission, Kan., a distributing company that was part of Hodgdon Powder Company, to produce its catalog. Her background in muzzleloading proved valuable when B. E. Hodgdon purchased Pyrodex, and when Hodgdon spun off B. E. Hodgdon to support Pyrodex, Bowen stayed with the parent company. Eventually, Hodgden created its own trucking line, Magnum Express, which Bowen managed while she continued doing promotions for Hodgden. Still not content to work only for other people, Bowen partnered with Marty Fajen to form a safari company. For a number of years they took hunters on safari to South Africa, Zimbabwe, and Namibia. After 10 years with Hodgden, Bowen moved to Bushnell Optics in Overland Park, Kan., where she worked for Barbara Mellman. Bushnell had just purchased Holosight, and the company was developing the Holosight Shooting Team, which Bowen managed for several years. She says this was the best job she ever had. Following her stint at Bushnell, Bowen went to American Arms. When the company changed owners Bowen went to work as a rep, very rare for a woman in the late 1980s. She continued repping for 13 years, successfully selling traditionally “masculine” items such as ARs, tactical lines, and SOG knives. Just as Bowen contemplated retiring as a rep Cyndi Flannigan, the new vice president of Walther Arms, tapped her to work for Walther as a major accounts manager. Instead of being a rep, she was now supervising reps. Three years later Bowen “retired” from office work to teach women self-protection classes at Not A Victim.

Around 2010, the company brought in a management team so the entire family could transition into an advisory role. Garrett became chairman of the board, a position she continues to occupy.

Becky Bowen defines Renaissance woman in the firearms industry. Hired straight out of high school by Turner Kirkland at Dixie Gun Works in Union City, Tenn., Bowen worked first as a substitute accountant. She moved to writing and publishing the company catalog as well as its Antique Arms Catalog, developing and printing photos in a darkroom set up in the men’s restroom. Before long Kirkland was sending her and Sharon Cunningham to gun shows to buy and sell antique guns for the company.

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At 17 years old, most girls are flirting with boys and partying. In 1985, at age 17, Doreen Williams Garrett was building a new company, Otis Technology, an enterprise that changed the way the industry thinks about gun-cleaning equipment. The previous hunting season, when she was 16, her grandfather trusted her to go deer hunting with his Winchester Model 94. While pursuing a buck into a swamp Garrett tripped on a root and tumbled into the mud, plugging the rifle barrel and ending her hunt for the day. Back in camp, she decided there had to be an efficient way for hunters to take cleaning supplies with them into the woods. The result was The Whole Kit and Caboodle, the first pocket-sized full cleaning kit. For five years, the family assembled the kits on their dining-room table. In 1990, the company moved into a renovated horse barn in Boonville, N.Y.. The following year they introduced the Tactical Cleaning System, and in 1992 introduced the Otis Elite Cleaning System. The company moved again in 1997 to its current location in Lyons Falls, N.Y., and has continued to grow. Because some military buyers were skeptical of a young woman selling tactical kits, Garrett’s father, Jerry Williams, stepped in as the face of Otis on the tactical side for many years in order to help Garrett build that side of the business. Today, Otis is known more for its defense and tactical cleaning kits than for the original kit Garrett developed for hunters. Once their military contracts were in place, the company built the facility they have today, complete with state-of-the-art infrastructure and vertical integration that controls supply chain and quality. For many years, Garrett was the CEO and CFO of Otis. Her sister, Denise, was the vice president of sales and marketing, and her brother, Nick, was vice president of engineering. Their other brother, Larry, was vice president of operations.

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8/5/26 2:39 PM

UNQUESTIONED FORCE JULIE GOLOB

Julie Golob thrives on competition. She has earned more than 175 championship shooting titles in seven different action-shooting disciplines, making her one of the top all-time professional shooters in the world. Golob started shooting as a young girl. She would spend weekends on the range and in the field with her father, who helped her develop an appreciation for the outdoors and an understanding of the importance of being competent with firearms as life-saving tools. By the time she was 16, she had competed in her first national championship. This ultimately led to the U.S. Army Marksmanship Unit. Shooting for the Army’s Shooting Team gave her the opportunity to win her first national and world titles in action-shooting sports, which in turn opened the door to a career in the firearms industry. Today, Golob represents Springfield Armory, Federal Ammunition, Trijicon, CCW Safe, and PHLster on the range and beyond. As a brand ambassador for these top-tier companies, she loves sharing guns, gear, and shooting sports with people from all walks of life. She said she’s had the opportunity to work with some of our industry’s most iconic brands, and she treasures the long-time relationships she has developed over the years. Like the people who enjoy shooting sports, she has said that this industry is unique in how even competitors are still united by the appreciation and desire for freedom. Golob prioritizes welcoming, encouraging, and supporting women of all ages who want to learn to shoot and might possibly consider a career in the firearms industry. She finds sharing what she’s learned along the way very rewarding, whether that’s through a video that dives into detail on useful features, relaying an experience at a competition or convention or on social media, or as an author writing about firearm safety, shooting sports, or her newest project, concealed carry. She says she often stops to consider how fortunate she has been to share safe, responsible gun ownership with so many others.

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Use your cellphone camera to scan for more information

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JAYNE HALL

When Miles and Jayne Hall opened H&H Shooting Sports in Oklahoma City, Oklahoma, in 1981, Jayne Hall wasn’t even old enough to own a handgun. She was just 20 years old; Miles was barely 21. After an unpleasant experience at a home-grown and very primitive indoor shooting range, they decided they could design, and hopefully run, a better range than the ones they had been visiting. What they created together came to be known as the modern shooting sports complex. Although most people think H&H stands for “Hall and Hall,” it actually stands for “Hers and His,” because Jayne is the better shot. From the beginning, Jayne was as deeply invested in the business as was her husband. For a time, she worked at municipal jobs in order to generate the income their growing family needed. Once the business was fully established, she was there every day, ultimately becoming the main buyer—one of the very first females in the industry to do that. She developed and mapped out purchases years ahead, eventually overseeing a $20 million-plus yearly operation. In addition to her business acumen, she had an uncanny ability to connect with her customers, to the point where she lovingly called them “guests.” This is an important distinction, as it made each transaction far more personal and meaningful for all concerned. Some regular guests asked for her when they came in and would not purchase a firearm from anyone else. The same thing was true of major manufacturers and suppliers; when they came into the shop they wanted to see her, and only her. They sought her advice and asked her in-depth questions, accepting her challenges and productive directions. As a result, H&H became a top ten dealer and received most every honor the industry could give. Several years ago, the Halls sold the business and went in with their son who had founded Hall-N-Hall Consulting. They now proudly work with retailers, distributors, manufacturers, and other leaders in the industry across the country to improve their businesses and, most importantly, work tirelessly to “Grow The Shooting Sports.”

KIM RHODE

Kim Rhode’s path to competition shooting began in the NRA Junior Program when she was only 10 years old. Almost as soon as she began competing in .22 rifle she found herself drawn to moving targets, so before long she switched to shotgun shooting. She quickly developed a passion for shotgunning, particularly American skeet, and by age 13, she had won a World Championship title and was named captain of the All-American Team. This accomplishment encouraged her to enter Olympic-style competition in International Double Trap and International Skeet. By 1995, Rhode had joined the U.S. National Team. Since then, she has won 14 National Championship gold medals and earned 62 international medals in the Olympic Games, World Cups, World Cup Finals, World Championships, and Pan American Games. She is the first U.S. Olympian to win medals in six consecutive Olympic Games in an individual sport and is one of the most decorated athletes in Olympic history. During her career, Rhode has competed in three Olympic shotgun disciplines: International Double Trap, International Skeet, and Bunker Trap. She is presently training for the Women’s Skeet event at the Los Angeles 2028 Olympic Games. Her goal is to win a medal in her seventh consecutive Olympic games. Rhode serves as a vice president of the International Shooting Sport Federation (ISSF) and sits on the USA Shooting board of directors. She is a member of the executive board for the Kids & Clays Foundation, a shooting-based philanthropic organization that has raised millions of dollars to support families with critically ill children through Ronald McDonald House Charities. In January 2026, Rhode received the NSSF Ken Sedlecky Lifetime Achievement Award, which recognizes individuals who have demonstrated a long-term commitment to the success of the shooting sports industry and have shown support of NSSF’s mission to promote, protect, and preserve hunting and the shooting sports.

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UNQUESTIONED FORCE BARBARA MELLMAN SKINNER

If any one woman can be credited with breaking the glass ceiling for women in the industry, it is the late Barbara Mellman Skinner. Skinner didn’t start out in our industry; one friend remembers that she was an aspiring pairs figure skater until her partner left her a short time before a big competition, which effectively ended her skating career. After attending business school in southern California, Skinner worked for Fruehauf Trailers. Later she went to work for Bushnell when they were still located in Pasadena. When the company moved to Overland Park, Kan., she initially complained about the move. But over time she came to love Kansas. As public relations director at Bushnell, Skinner developed relationships with many outdoor writers and was supportive in helping writers do their jobs. She had a sharp wit and quick mind and was widely regarded as having an almost encyclopedic knowledge of optics; if a writer needed the answer to an obscure question, Skinner was the person to ask. If someone needed a riflescope the next day, she went to the warehouse, packed it, and mailed it herself, thus making sure the writer had it in time. She took care of “her” writers even if that meant annoying people who didn’t understand the nature of a productive manufacturer/writer relationship. Skinner built a lengthy career at Bushnell and was a fixture at trade shows and press events, particularly at the SHOT Show. Through steady dedication and professionalism, she blazed a trail for younger women coming up in the industry. She is widely regarded as someone who connected people who needed to be connected, made introductions that launched careers, and served as a hub of encouragement and support.

YOUR VOICE

WASHINGTON

NSSF® PAC is the only political action committee solely dedicated to representing the collective interests of the firearm and ammunition industry. Its purpose is simple: to support candidates for federal office who understand and promote the interests of the firearms and ammunition industry, protect the Second Amendment and preserve our hunting and shooting sports traditions. NSSF PAC is your best protection against harmful legislation in Washington.

Contact PAC Director

Liza Weir 202-220-1340 x206 LWeir@nssf.org

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SHOTBUSINESS.COM ❚

8/10/26 3:15 PM

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and the Firearm Industry

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SELLING RIFLESCOPES Today’s feature-laden riflescopes can pose a challenge for counter salesmen who haven’t stayed completely abreast of the latest developments. Here’s what you need to know to gain the sale. by Wayne van Zwoll

y second-hand Savage 340 bolt rifle in .222 wears a Weaver B6 scope. Both date to the 1950s. Well into its 12-year run, the B6 sold for $10 with a stampedsteel mount. Front lens diameter in the ¾-inch tube was half an inch (12.7mm); dusk fell early through a 2mm exit pupil. Recoil quickly ate the two inches of eye relief.

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SELLING RIFLESCOPES IN SIMPLER TIMES

The B6 followed a series of Depression-era ⅞-inch scopes that trailed young Bill Weaver’s 3x 330, designed and built in a small Newport, Ky., shop in 1930. Notable among this clan: Rudolph Noske’s 2½x and 4x (1930—1939) and Lyman’s 2½x Alaskan (1939—1957). The close of World War II released to the industry Zeiss’s discovery that magnesium fluoride lens coatings increased light transmission. In 1947 Weaver gave its K-series scopes 1-inch (25.4mm) tubes. The next year Marcus Leupold replaced air in scopes with nitrogen gas to prevent fogging. As 1-inch alloy tubes replaced steel, Kollmorgen, a New York optics firm, peddled 26mm scopes under its name, then in the 1950s as Stiths. After Kollmorgen sold in 1959, those scopes became Redfield Bear Cubs. That year, Swarovski announced its first 4x riflescope, challenging Weaver’s top-selling K4. But grass grows tall over the graves of fixed-power scopes. Long after Zeiss pioneered variable power, U.S. companies took it up—Weaver with a 2¾-5x scope in 1950, Leupold and Redfield with 3-9s in the early 1960s. When Swarovski introduced a variable scope in 1965, its U.S. sales vaulted 48 percent. That tale repeated itself industry-wide. By 1997 Swarovski’s 4x and 6x models together would account for only one percent of its scope sales.

BIGGER IS BETTER

A trend to high magnification urged adoption of 30mm tubes. Big erector lenses boost resolution. Alternatively, standard erector lenses get more room to move, “adding clicks” to windage and elevation (W/E) dials. A 30mm bonus: broader power ranges. “Three times” ranges (top magnification three times the bottom) gave way to four-, five-, six-times. Up-sized front glass to boost brightness increased weight, bulk, and price. But a “bigger is better” mantra prevailed. Such scopes outsold the trim 12-ounce 2.5-8x36 Leupold and 3-9x36 Swarovski. In 1985 the Kahles Helia led a shift to 30mm 1½-6x24 scopes. This was a big leap from 1-4x20 variables serving close-cover deer guns and “stopping” rifles in Africa. The area of a 24mm objective is much greater than that of a 20mm. Sixtimes magnification made scopes without front bells practical for all-around hunting. A 1-6x24 at 4x yields a 6mm exit pupil (24/4), about the eye’s dilation limit in fading light. At low power the field is stadium-wide; at 6x a deer 300 yards away

 Made from 1954—1966, Weaver’s $10 B6 had a 3⁄4-inch tube, ⁄2- inch front lens, and 2 inches of eye relief.

appears as big as one seen with the naked eye at 50. Despite greater average weight, 1-6x scopes soon ate into demand for 13-ounce 2-7s.

WHAT’S IMPORTANT

When peddling scopes, a list of features that sell and/or improve utility makes sense. Fully multi-coated lenses (every lens surface coated to curb reflection and refraction, which can steal four percent of incident light) are all but standard. Anti-abrasion coatings, like Leupold’s DiamondCoat, protect exposed glass. Hydrophobic treatments, such as Zeiss’s LotuTec, bead water for clear aim in rain. Crisp, repeatable W/E adjustments bring confidence in your zero and in changes you might make afield. A turret-side focus/parallax dial nixes parallax error—reticle displacement as your eye moves off the scope’s axis. Parallax error is hard to see at low power and is moot if your eye is on-axis. High-power settings show small errors that the dial can correct as it refines target focus.

Off-season, many hunters now fire only from bags and bipods, where high-power scopes shrink groups.

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 A fast-focus eyepiece focuses the reticle to your eye. No need to touch it until your vision changes.

A fast-focus eyepiece focuses only the reticle and once set for your eye needn’t be changed until age affects your vision. The traditional fine-thread eyepiece with lock ring works fine but is about dead. Large objective bells (say, 50mm instead of 42mm) yield brighter sight pictures only in dim light at high magnification. Front lens size has almost no effect on field of view, which is determined by ocular lens diameter, magnification, and the scope’s internal design. An illuminated dot can help on dark targets and moving game against mottled backgrounds. Best reticles for hunting are simple. Spiderwebs of tics, dots, and secondary lines clutter and confuse. Standard plex reticles, with the German #4 and Burris’ practical Ballistic Plex, excel afield. Most reticles lie in the rear or second focal plane (SFP) of variable hunting scopes. Their dimensions appear unchanged during power changes. Many long-range target shooters favor first-focal-plane (FFP) reticles. These appear the same in relation to the target whatever the power, so can serve as rangefinders at any setting. They don’t move, so don’t impose aiming error. Liabilities: they appear thick at high magnifications, which can hinder aim on small, distant targets. At low power— best for close, fast shots—they’re thin and hard to see quickly. Insist on 3½ inches of eye relief. Check variables at low and high power, because eye relief can shrink as you dial up. Measure “free tube” to ensure rings put the scope where you want it, relative to your eye. A load-specific or “trajectory-matched” elevation dial permits “dialing to the distance” so center aim yields a hit at any range—a fast, accurate correction. Now many scope makers offer one such dial at no cost with a scope purchase. Just name the factory load or the handloaded bullet (with muzzle velocity). A load-specific dial is arguably one of the most useful additions to a hunting or target scope.

Connect with manufacturers, expand your inventory, strengthen your operations and stay competitive in a changing market. See what’s new and what matters.

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JANUARY 19–22, 2027 THE VENETIAN EXPO + CAESARS FORUM

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SELLING RIFLESCOPES NEW AND NOTABLE

Myriad new or updated riflescopes defy roundups. Herewith, a couple of promising introductions from familiar sources.

BURRIS

Priced from $160 to $500, the 2-8x35, 2.5-10x42, 3-12x42, and 4-16x50 fifthgeneration Fullfield scopes have bright lenses in 1-inch tubes (30mm for 12x56 and 6-24x50 models). Exposed W/E dials are easy to swap for capped or load-specific dials. The Veracity PH line comprises 30mm 2.5-12x42, 3-15x44, and 4-20x50 scopes with FFP lighted reticles, focus/parallax dials, and heads-up displays. SRPs: $1,100 to $1,300.

For long-range shooting, the 34mm $2,400 XTR (3.3-18x50 or 5.5-30x56) is of the digital age, with electronic access to ballistic data. A new 4-20x52 Eliminator 6 has a trim, “standard scope” profile. At 30 ounces, it’s lighter than its forebears and, at $2,500, less costly. It ranges to 2,000 yards. Bluetooth-mined information lights an aiming dot. burrisoptics.com

LEUPOLD

The VX-6HD series of 30mm Leupold riflescopes has added a Gen 2 subset: 1-6x24, 2-12x42, 3-18x50, and 3-18x56. An outlier, the 4-24x52 Gen 2 has a 34mm tube. Common features: Guard-Ion lens coatings, a SpeedSet elevation dial switchable without tools, “Precision Side Focus” that also eliminates parallax, choice of four SFP reticles, and automatic illumination shut-off.

SWAROVSKI

Austria’s famous optics firm has fielded three new Z5+ riflescopes. The 2-10x42, 3.5-18x50, and 3-25x56 Z5+ have 30mm tubes, not the 1-inch of Z5s. That diameter change helps boost W/E adjustment range significantly. Turrets accept “Personalized Ballistic Rings” for designated loads. The 3.518x and 5-25x boast focus/parallax dials and glass-etched lighted reticles.

I’m sweet on the 15-ounce 2-10x42. It has superior optics, clean, uncomplicated design, and peerless function. Truly a great hunting scope. Z5+ features add 1¼ ounces to the weight of Z5s and roughly $100 to SRPs. The 2-10x42 starts at $1,649, its mates at $1,869 and $1,969. For long-range buffs, Swarovski has a Z8i 5-40x56. swarovskioptik.com

TRIJICON

The Huron and Ascent scope series from Trijicon recently gained 30mm 1-6x24 and 4-16x50 entries. The Hurons are satin-finished. Ascent scopes, which the company notes pass military muster, have matte finish. The Huron offers a choice of Trijicon’s “Hunter BDC” reticle, a plex, or a German #4. The Ascent has a Ballistic Drop Compensating (BDC) crosswire.

Prices of $2,000 to $2,600 will send some shoppers to the VX-5HD Gen 2 series (a 3-15x44 at $1,200) or the VX-3HD (a 4.5-14x40 at $600). A VX Freedom 3-9x40 lists for $400. All have the Custom Dial System (CDS) option, in which Leupold ships a free load-specific elevation dial for “dial to the distance” convenience.

All reticles are SFP. Either 1-6x24 scope weighs 18 ounces; either 4-16x50 scales 24. Prices for the new Hurons and Ascents are identical, too: $735 and $985 for the 1-6x and 4-16x, respectively.

leupold.com

trijicon.com

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THE

WILD

by Christopher Cogley

LIFE

Primos celebrates 50 years of helping sportsmen enjoy the outdoors.

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THE WILD LIFE

he electrifying sound of a crackling gobble an instant after the striker hits the slate.

The sight of the morning’s first rays hitting cupped feathers as a flock of greenheads make their final approach. The feel of every hair on your body standing at attention all at once when a bull bugles 25 yards in front of you. The smell of dried leaves and freshly cut alfalfa as you sit in a tree stand and watch the world spin rapidly on. If you’re familiar with these sights, sounds, smells, and feelings, then you know what it is to be in the field. And if you know that, then chances are good that, at one time or another, Primos has been out there with you. That’s not just nostalgia, that’s legacy. And that’s exactly what Primos is highlighting this year as the company celebrates its 50th anniversary. “There’s nothing more humbling than to see the passion that people have for this brand,” says Steve McGrath, marketing director at Primos. “It’s truly inspiring.” Inspiring is an apt word for Primos, because for 50 years that’s exactly what they’ve been doing— inspiring people to get into the great outdoors, learn to hunt some of the most magnificent wildlife in the country, and develop a deep appreciation for the animals and the wild lands where they live. “Our motto is that we don’t just make calls, we make hunters,” McGrath says. “And the last 50 years have proven that to be true.”

HUMBLE BEGINNINGS

Like many iconic companies, Primos started from very humble beginnings. A passionate hunter and outdoorsman, young Will Primos carved his first duck call when he was 11 years old. When he started

↑ Will Primos carved his first duck decoy when he was only 11 years old.

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turkey hunting some years later, Will set out to create a diaphragm call that could replicate the sounds of the turkeys he was chasing. He studied other calls on the market to see what worked well and what could be improved upon, and he incorporated all that knowledge into the mouth calls he made. In the small Mississippi community he lived in, it didn’t take long for word to spread, and when it did demand for Primos’ calls started to skyrocket. But for Will, his cousin Jimmy, and the buddies they took to the field with, it wasn’t enough to just sell people calls. “Primos’ mission has always been to help take a beginner all the way to a professor,” McGrath says. “We believe that the $10 call you use to start hunting should carry you through your entire journey as a hunter.” To do that, people not only had to buy the calls, they had to know how to use them correctly. But the Primos team didn’t want to simply show people how to use their calls; they wanted to help teach people how to hunt. And to do that, they had to show them the truth about hunting. So, when it came time for Primos to launch an instructional video series, that’s exactly what people got—The Truth.

THE TRUTH

“The videos show the good and the bad of hunting. They highlight the successful hunts and those where plenty of mistakes were made,” McGrath says. “It was always important to show both sides of hunting because it made it so much more relatable to the people who were watching. It was real and genuine. That’s been a part of Primos for 50 years, and we want to continue that legacy.” Like Will’s early calls, the first Truth videos were raw and unpolished, but they also worked incredibly well. It didn’t take long for the videos to take off and gain a solid reputation for the realism, the genuineness, and the fun that the videos showcased.

“There’s a couple of generations now that have been raised on those tapes and DVDs,” McGrath says. “It wasn’t just the entertainment value that pulled people in; it was the educational piece.” Even expert hunters could learn something new from watching The Truth videos, but for those people who didn’t grow up in a hunting family, The Truth videos provided something more than knowledge, something more than inspiration: they provided access to hunting and the outdoors in a way that had never been accomplished before. “Primos started something that I don’t think people understood the significance of at the time,” McGrath says. “But those calls and videos were giving people access to hunting in a way that they’d never had before.”

“The Truth” instructional videos are unique, in that they show successful and unsuccessful hunts.

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Primos now makes a wide variety of turkey calls, including classic pot calls.

The more people Primos helped introduce to hunting and the outdoors through their calls and videos, the more that Primos began to expand the ways it helped bring people closer to the animals they wanted to chase. From a single diaphragm call and a simple Truth video, Primos began making box, slate, and shock calls. But Primos also diversified the kinds of calls it made as a way to reach hunters and outdoor enthusiasts who wanted to chase animals other than turkeys. From award-winning waterfowl calls and the iconic Easy Estrus Bleat Can to predator calls and the infamous Hoochie Mama Elk Call, Primos developed new and innovative calls designed to reproduce, not imitate. “Whether you’re hunting the hardwoods or chasing along mountain lion ridges, Primos wanted to make hunting more accessible to more people, and that’s what we did,” McGrath says. With the new calls came new Truth videos that showed people what to do, and what not to do, when they were hunting waterfowl, deer, or elk. As the calls and videos became more readily accessible, so did the outdoors for thousands of people. “When you step back and think about how many people that Primos has brought into hunting and the outdoors, it really is astonishing,” McGrath says. What’s even more astonishing is that, somewhere along the way, Primos became more than just a premium call maker, and more than just a producer of genuine and honest hunting videos. Primos became a brand. A trusted brand that hunters looked to, and looked up to. “It’s so incredibly rewarding to hear from people how Primos has been part of their hunting heritage,” McGrath says. “To see the passion that people have for this brand even after 50 years is really something special.”

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By making the outdoors so much more accessible for so many people, Primos taught people more than how to hunt; they taught people an appreciation for the outdoors and demonstrated the importance of conserving our natural resources in a way that had never been shown before.

DEEP CONNECTION

“Conservation has always been a key part of Primos’ story and mission,” McGrath says. “The brand has been part of national conservation organizations from early on, and continues to play a role with them today.” As a way to help hunters and outdoor enthusiasts understand the importance of protecting wildlife and their habitat, Will Primos established The Truth About Conservation Campaign. “At the heart of the campaign is a historic fundraising effort highlighting the deep connection between hunters and the preservation of wild places,” McGrath says.

As part of the campaign, Will Primos partnered with five of the nation’s leading conservation groups—Ducks Unlimited, National Wild Turkey Federation, Rocky Mountain Elk Foundation, Pheasants Forever and Quail Forever, and Congressional Sportsmen’s Foundation—to highlight and support their efforts to protect the natural habitat that wildlife needs to survive and flourish. “Primos is proud to be part of conserving the legacy of the hunter through preservation of the game we chase and the habitat that is so vital to their success,” McGrath says. Like the organizations they support, Primos’ conservation efforts are designed to help protect the hunting heritage for generations to come. And Primos plans to be there every step of the way, helping develop a love and admiration for hunting and the great outdoors in a whole new generation of people. Just like they have been for the last 50 years. primos.com

← A selection of vintage Primos calls, including turkey box calls and deer-in-estrus calls.

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FULL SPEED

AHEAD A chance encounter led to the creation of a booming business. by Slaton L. White

ange USA, the nation’s largest indoor gun range and firearm retailer, reported a record-breaking year of growth in 2025.

Since the opening of its first location in Cincinnati, Ohio, in 2012, Range USA has now expanded to 50 locations with the most recent opening in Chester, Va. Throughout the year, Range USA saw its strongest performance yet, while advancing its commitment to responsible gun ownership through safe, welcoming environments. In 2025, Range USA welcomed over 1.4 million shooters on their ranges and over 10 million shoppers. The company also trained more than 27,000 students and reached a significant milestone of 300 certified Range USA instructors. Despite a national 7.2 percent year-overyear decline in firearms sold, Range USA achieved a 5 percent increase in firearms sales from the year before. “2025 was an exceptional year for Range USA,” says Jimmy McManus, Range USA’s chief operating officer. “We served over 1 million customers on our ranges and welcomed even more visitors to our stores and website, marking another record-breaking year for our company. We continue to expand, all the while deepening our partnerships with local communities, vendors, and industry partners as we enhance our infrastructure to deliver an even better customer experience. Range USA remains committed to investing in its facilities and customer experience as it continues to grow its national presence.”

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RETAILER PROFILE

“We could hear gunfire from the parking lot before we even walked in, which was intimidating enough on its own,” Willingham says. “At the counter, we asked about getting a lane, and the guy snapped at us: ‘No! Don’t you see everyone standing here? It’s at least a three-hour wait!’ We decided to wait it out for a bit, but walking around, I noticed dust on the merchandise and stains on the floor. After about 10 minutes, we left.” On the way out Willingham asked his team if all this was normal for the industry. “They said yes,” he says. “That didn’t sit right with me, especially as a customer. I told them I thought I could do better. They said, ‘Well, go ahead and do it.’” On his drive home, Willingham departed from his usual route and ended up passing an old warehouse in Blue Ash, Ohio. “Something clicked,” he says. “I knew that the building could be a range. A few days later, I bought it. A few months after that, it became the first Range USA.”

OPENING THE DOOR

His main goal now was to create a mainstream gun shop experience that was something completely different from what he’d been through. “That meant a store that’s well-lit and clean, with

Since its founding in 2012, Range USA has rapidly grown. It now consists of 50 stores located across the country.

 Tom Willingham, president of Range USA. IN THE BEGINNING

This commitment to customer service was spawned by an exceedingly unpleasant retail experience. Tom Willingham, president of Range USA, was a real estate appraiser. He overheard some younger colleagues in the office talking about buying firearms and asked if I could tag along, as he wanted to see what the experience was like firsthand. “We walked into the gun shop and were immediately greeted by cursing coming from the back room,” he says. “It turned out to be the owner. When we got to the counter and I asked to see a firearm, the salesperson’s first response was, ‘Do you have the money to buy a firearm?’ I was caught off guard but said yes. Then he handed me gloves to wear while handling it, which felt strange for a retail environment. Forty minutes and a fair amount of condescension later, I finally bought the gun. The guys I was with couldn’t believe I’d kept my composure. Everyone agreed it was an awful experience.” Next, the group headed to an indoor range to shoot his new firearm. This experience was no better than the previous encounter.

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 All Range USA facilities, both the stores and the ranges, are well-lit, clean, and staffed with knowledgeable and helpful staff.

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staff who are properly trained and treat every customer with respect,” he says. “It’s a simple but powerful concept, and it opened the door for people who had a real interest in learning about firearm ownership, but felt too intimidated to walk into a traditional gun shop.”

services—it’s about our associates. Customers tell me how much they enjoyed working with Dave, John, or Tammy at a particular store, because of how they were treated: with kindness, patience, and genuine care. That’s the key.” rangeusa.com

PROPER FOUNDATION

Willingham notes that Range USA associates carry out these principles every single day. He also credits the people he surrounded himself with while building the business who’ve made it possible. “Because of them, I believe we’ve genuinely created a mainstream firearm experience, one that’s approachable for everyone, whether you’re a first-timer or a seasoned shooter. “At the end of the day, our mission is to go into communities and build confidence around firearm ownership. So far, we’ve done that in 50 locations and counting.” Willingham believes the key to inspiring employees to deliver exemplary customer service starts with hiring the right people. “These are people who genuinely embody our core values of being curious, passionate, doing it right, and putting service first. We reinforce these values in every training session, and they act as an excellent filter to make sure we have the right people in the right roles. Without that people foundation, it’s nearly impossible to deliver exemplary customer service day in and day out. “Honestly, most of the positive feedback I hear from customers today isn’t about our products or

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 Range USA strives to deliver exemplary customer service. It does this through employee training sessions that emphasize having the right people in the right roles.

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by robert a sadowski W H AT ’S SELLING

WHERE

Loan & SportSporting Goods, LewisSecurity & Firearms, WACascade IDLolo HIX-Ring ing Goods, Auburn ton Waipahu Located between Seattle and Tacoma, this suburban retailer specializes in handguns and long guns as well as tools, gold, jewelry, and sporting goods. Focusing on used guns, the retailer buys new firearms for special orders. Bolt-action guns are hot, and demand for Browning A-Bolts and Remington Stainless 700s in .308 is stronger than last year. Any used rifle in 6.5 Creedmoor sells in a few days. Other high-demand long guns include .45-70 Marlin lever actions. “Our used-gun business is where we make the most profit. So, in the last few years we’ve moved heavily into used rifles and handguns,” said counter salesman Mike Mace. This retailer has faced significant changes in Washington State regulations in the last three years, including a 10-round max firearm capacity. Mace said handguns are mirroring California compliant specs. New handguns in stock include S&W Shield EZs and SIG SAUER 1911s and 365 AXG Legions.

MG Kelley’s Guns, Middleville This small, western Michi-

gan retailer places an emphasis on home defense and keeps about 200 firearms in stock. Handguns are key for this retailer. Latesummer sales include high numbers of Caniks and SIG P365s, along with notable turns of Taurus 1911s. While some retailers have distain for transfers, MG Kelley’s embraces them. “We are at a $20 transfer charge. Every transfer is a chance to lure in a new customer and provides a perspective into what’s selling and what’s hot. It’s rare I don’t sell a gun to a new transfer client,” said owner Tim Kelley. Other trends include increasing traffic on MSRs. Smith & Wesson M&P Sport IIIs earn four out of five turns. Ruger American Generation IIs have the lead in centerfire sales. Tactical shotguns are just starting to pick up, mostly Turkish pumps.

Shooter’s Supply, NEBoop’s Grand Island Holding close

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Located on Main Street in downtown “Old Lewiston,” this small storefront employs three full-time salespeople with a large inventory of reloading supplies, handguns, long guns, and MSRs. Summer’s end has brought a wave of handgun traffic: Canik MC9s, Smith Bodyguard 2.0s, and a mix of SIG P365 FUSE pistols. Smith 699s are also making the register ring. Rifles continue to increase in turns. The Ruger American Generation II in 7mm or 6.5 PRC is selling best. “It’s really changing. If I have a PRC caliber, it sells over any other rifle in the store. These high-energy rounds are replacing 6.5, 7mm, and even .300 Win. Mag. Our used rack is filling with .300 Win. Mag and .30-06,” said owner Eric Fritz. Rimfire guns are also on the move. Ruger 10/22s and Americans are attracting plenty of attention, but the category leader is the Taurus TX22FTR. Fritz reported whenever he sells a TX22 with a 1,500-round block of ammo, the customer is back in a week for more.

Located 14 miles west of Honolulu, this woman- and veteran-owned store offers rifles, pistols, shotguns, reloading supplies, accessories, and training. The company also features a nine-lane indoor shooting range with 70 guns in stock and an extra 50 rentals. The store attracts a variety of tourists, island hunters, and shooters. Handguns are the bread-and-butter items for this retailer and range. The Springfield Echelon is the sales leader. Other fast movers include the SIG P365 FUSE and GLOCK 43X. “We have great foot traffic and feel our consistent sales are driven by our range and well-stocked inventory. It’s not easy waiting a month for a barge to deliver our orders, especially ammo. It can be even more challenging when our orders sit on the dock in Long Beach due to tariffs and military events in the Middle East,” said general manager Adhin Magusara. Home defense shotguns are a mix of Beretta 1301s and A300s. Mossberg 500s and lower-price Turkish pumps are on the move.

to 300 guns, this central Nebraska smalltown retailer has an active clientele of home defense, distance shooters, and trap enthusiasts. The store supports an average of three employees. It also has a solid online presence. The store had a strong first quarter, but has recently been in the summer doldrums. However, it is picking up steam for the fourth quarter. Handguns are warming the counter with good turns on SIG P365 Fuses and GLOCK 43Xs and 48s. S&W Shield EZs are also turning. “Our handgun sales represent 70 percent of our business. This has remained consistent for years,” said owner Tice Forgy. Shotgun sales are going to a mix of earlyseason waterfowlers and high-school trap and skeet leagues. “Every late summer we get several new young shooters looking for their first shotgun. It’s super gratifying,” said Forgy. Shotguns have been a mix of Winchester SX4s, SKBs, and Browning Maxis. Rifle sales are ticking up. Ruger American Generation II Ranch rifles dominate the category, followed by Winchester Model 70s.

Ltd. Firearms for ILSimpson Collectors, Galesburg

Located in western Illinois, this unique firearms retailer specializes in antique firearms for discerning customers. Located across from the Amtrak station, this storefront and turn-of-thecentury warehouse holds nearly 18,000 used and 500 new firearms. It has more than 20 employees, and staffers include gunsmiths, sales, and inventory. The retailer remains the largest Luger dealer in the U.S. “We seek out large numbers of collectors and estate experts to secure guns across the world, many with historical significance,” said sales manager Floyd Gray. While sporting shotguns and rifles continue to be significant contributors to this store’s sales, the overall highest demand has been military guns like M1 Garands, Kar98ks, Lugers, and 1911s. “When we develop a customer, they tend to check in with us often. When we have a unique gun, they know they may not see another one for years, so they purchase it,” Gray said.

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by peter b . mathiesen

Reid’s Gun Shop, MEJ.T. Auburn

Located north of Portland, this smaller store sells a mix of archery, firearms, and cigars. It keeps an average of 1,000 guns in stock and is known for its eclectic inventory. Sales have been unusually busy. “We sell just about any gun you can imagine. We try to focus on finding what our customers want. They know we can find anything and will take the time to look,” said manager Jamie Pelletier. Handgun sales are climbing, mainly a mix of GLOCK 43Xs and 19s. Kimber Micro 9s are also moving steadily. Smith wheel guns—new or used—are in particularly high demand. Beretta A300 shotguns and several older, used side-by-sides are turning. There is also high demand for .22 Henry lever actions. However, sales of MSRs have slowed for the last few months. Customers are just starting to think about deer season. A handful of Browning X-Bolts and Ruger American Generation IIs in .243 are selling. This retailer is reporting an excellent stock in ammo and good inven-

Southeastern Armory, Augusta Conveniently located

in Friedman’s Jewelers on Washington Road, just two miles up the road from the Augusta National Golf Course, this large independent offers a wide array of product, ranging from fine firearms to basic deer rifles. Its broad customer base keeps this store busy securing a large section of estate guns and special military collectibles. Springfield Hellcats and S&W SHIELD EZs in 9mm rule at this counter. GLOCK Gen6s are also riding high in the mix. “We continue to grow in compact and microcompact pistols. They strongly outpace anything larger,” said counter salesman Joel Stanley. Shotguns are picking up quickly for dove season. Benelli Super Black Eagle IIIs have the sales lead; Franchi Affinitys are right behind. Flats of bird shot are moving out the door. This retailer commented that local highschool trap leagues are gaining in popularity and driving sales of 12-gauge Savage 555s. MSRs are turning at about two a week,

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tories for reloading powders and primers.

Village Gun Store, NHThe Whitefield

This small-town New England gun shop rests 35 miles south of the Canadian border. It keeps a wide mix of traditional hunting guns, home defense, and military antiquities in inventory. A local fixture, the shop attracts storytellers, antique collectors, bird hunters, and farmers. The handgun counter is a mix of SIG P365s and GLOCK 43Xs. Used Smith wheel guns are also attracting attention. This store reports they feel more competition from online retailers. In response, they now charge $50 per transfer. “Although I wouldn’t call this year a struggle, it’s been one of the slowest we’ve seen. Sales are starting to pick up as it cools. Thankfully, my customers are looking for older guns. Used guns remain our highest profit center,” said owner Josh Dagnese.. While MSRs are selling at one a month, this store is turning every M1 Garand it can

with a mix of Daniel Defense, Radicals, and Springfields. Savage Axis bolt-action rifles are starting to move, and the store is seeing a renewed interest in Remington 700s. The most popular caliber remains .308.

Cherokee Guns, Murphy

Located on U.S. Highway 64 in the southwestern end of the state, this small independent gun and pawn stocks about 400 new and used firearms. It offers a private shooting range and firearms safety classes and sports a vintage green Sinclair Oil brontosaurus on the roof. While the summer has been slower than some, the handgun counter is picking up. GLOCK 43Xs, SIG P365s, and a wide mix of used revolvers are on the move. MSR sales are slow and price sensitive for this retailer. Typically, new and used MSRs in the $400 to $600 range are heading out the door. This retailer still charges only $20 for transfers. “We’re known in the community for our conservative position. We’ve built our store

find, in just about any condition. At the counter, 20- and 28-gauge over-and-unders are picking up. A few used Brownings and Berettas are finding new homes for the upcoming grouse season. Bolt-action rifles are gaining some attention. The Savage Axis and Ruger American II lead the pack.

StarQuest Shooter & DE Survival Supply, Wilmington

Located in north Wilmington just 10 miles south of the Pennsylvania line, this 2,500-square-foot retailer has six employees. The company specializes in general firearms and survival equipment. The independent keeps over 300 guns in stock, with a wide variety of home defense and sporting guns. Compared to last year’s numbers, MSR sales are improving. “We are really seeing a sharp increase in both rifles and carbine pistols. The increase is driven primarily by the instability in Virginia,” said manager Stan Sturgill. Daniel Defense and Smith & Wesson M&P 15 Sport IIIs command the top rifle slots at this store.

with hard work with no financial help from anyone. Customer service and knowledge is how we sell our products, and we stay busy,” said owner “Doc” Wacholz.

Acres Sporting FL Green Goods, Jacksonville

Located in west Jacksonville off Highway 228, this large independent stocks more than 2,000 guns with a full line of soft goods, archery, and fishing in addition to hunting, home defense, and accessories. This retailer boasts the best inventory it has had in years, but right now they are feeling the impact of the hot weather. “It’s been the third slow summer in a row. I’m sure it will pick back up as fall moves in, but we’re down to the lowest turns of the year. Our local employment picture is not great. So, to compete we simply must get more creative,” said co-owner Abie Farhat. The handgun counter is seeing sales of Springfield Hellcats, SHIELD EZs, and SIG P365s. Farhat said these sales are key to building traffic in the coming season.

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NEWPRODUCTS 2

by slaton l . white

PRIMARY WEAPONS SYSTEMS MK2 MOD 2-M

The MK2 MOD 2-M rifle is offered in both 16- and 18-inch barrel configurations, delivering .308 Win. performance in a refined, piston-driven platform backed by the the company’s sub-MOA accuracy guarantee. Each MK2 MOD 2-M is built around a 41V50 stainless-steel barrel engineered to stabilize a wide range of projectile weights. The 16-inch configuration offers a compact, maneuverable footprint suited for patrol or field use; the 18-inch model delivers added velocity and extended-range capability. With quality match ammunition, both barrel lengths are guaranteed to shoot sub-MOA. The core of the platform is PWS’s proven long-stroke piston operating system with a three-position adjustable gas regulator. Designed to perform in both suppressed and unsuppressed configurations, the system vents excess gas forward to reduce fouling in the receiver and keep operating temperatures down. The patentpending Bore Evacuator further manages gas at the muzzle through an expansion chamber that redirects excess pressure via the Venturi effect. Both variants ship with the FRC 3 port compensator for recoil and flash mitigation, compatible with PWS PUB suppressor mounts and other common HUB taper mount adaptors. A semi-monolithic free float M-LOK rail secured by a proprietary barrel nut enhances rigidity and supports consistent accuracy. The rifles feature a 7075-T651 forged MOD 2-M proprietary upper with forward assist and a matching forged lower with fully ambidextrous bolt-release and magazine-release controls. Premium components include a Radian Raptor charging handle, Radian Talon ambidextrous safety selector, mil-spec enhanced PTFEcoated trigger with a 5.5- to 6.5-pound pull weight, Magpul MOE-SL stock, PWS signature pistol grip, and Magpul 20-round PMAG. Both models are finished in MIL-A-8625 Type III hard-coat anodizing. SRP: $2,599.95. primaryweapons.com

WOOX

ELEGANTE SPORTER STOCK

The Elegante Sporter bolt-action rifle stock, shaped and crafted in Italy and hand finished in Hickory, N.C., is designed and engineered for hunters who appreciate classic form with modern features and field-proven performance. The Elegante Sporter stock is built from a single piece of American Walnut with two choices of wood grades—standard or high-grade. Each is handselected and chosen specifically for grain and character. Because walnut is a natural material, no two stocks carry the same pattern. The one you order is the only one that looks exactly like it, anywhere. Other features include integrated aerospace-grade aluminum mini-chassis, slim forend for fast, natural handling, traditional grip geometry with integrated thumb rest, ebony accents on grip and forend tip, M-LOK two-slot rail at the 6 o’clock position on the forend for accessories, a microcell recoil pad that assists in reduction of felt recoil, and adjustable length of pull via optional spacers. The stock is currently available for the Remington 700 SA/LA, Ruger 10/22 and Ruger American Generation II. SRP: $569, standard walnut; $899, high-grade walnut. wooxstore.com

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BIRCHWOOD CASEY

SYNVEX GUN CLEANERS

WALKER’S

RAZOR JUNIOR MUFFS

A leader in innovative hearing protection and sound-enhancement technology solutions, Walker’s now delivers full-size performance in a youth-friendly package. Razor Junior Muffs provide young shooters with dependable protection, clear sound, and all-day comfort. Built specifically for smaller head sizes, the muffs’ streamlined design ensures a proper seal without unnecessary bulk, creating a lightweight, ultra-low-profile fit that stays secure during long days at the range or in the field. Dual Hi-Gain omnidirectional microphones capture sound from every direction and pair with full dynamic range HD speakers to deliver crisp, balanced audio. Low-noise frequency-tuned circuitry preserves natural sound quality, allowing young users to clearly hear everything from nearby conversations to range commands while maintaining situational awareness. At the same time, a sound-dampening composite housing paired with 0.02-second sound-activated compression instantly reduces dangerous noise spikes, safeguarding hearing the moment a shot is fired. Built for youth shooters and anyone else who benefits from a smaller-sized hearing protection solution, they feature the same level of durability as muffs created for real-world use by adult shooters of all levels, complete with recessed volume control knobs that help prevent accidental adjustments, a padded headband with a sturdy metal wire frame, and a certified Noise Reduction Rating (NRR) of 23dB. SRP: $59.99. walkersgameear.com

Birchwood Casey’s line of 100 percent biodegradable gun cleaners lets eco-conscious shooters use powerful, modern formulations that remove fouling as efficiently as traditional petroleum-based solvents while offering a more environmentally responsible way to maintain firearms. Non-corrosive, low-odor, and formulated to be safer on skin and break down naturally over time, the unique lineup enables hunters, shooters, and outdoorsmen to do what every Birchwood Casey cleaning product has done since 1948: protect their most valuable gear. Carbon Cutter dissolves heavy carbon and powder buildup on bolts, brakes, and more while remaining safe enough to use on metal, polymer, and coated surfaces. The formula also stays on surfaces long after application, so there’s no need to worry about rapid evaporation. SRP: $18.99. Copper Cutter offers the simplest way to remove stubborn copper and lead fouling while also preventing future fouling buildup on everything from bore steel to other sensitive finishes. SRP: $18.99. CLP-X oil cleans, lubricates, and protects in one simple step. It quickly penetrates the metal surfaces of any firearm, leaving a moisture-displacing, rust-preventing shield that reduces friction and wear. The synthetic-based formula is also MIL-PRF-63460F-rated, making it suitable for use on U.S. military weapons. SRP: $22.99. Bore Wash is safe for use on everything from Cerakote and hydro printing to plastic and wood, breaking down oil, grease, and grime without leaving behind unwanted residue. SRP: $18.99. birchwoodcasey.com

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NEWPRODUCTS 6

LACROSSE FOOTWEAR ALPHABURLY AERO

Known for its premium, hand-laid rubber construction over a naturally insulating neoprene core, the Alphaburly family now advances into the next generation with AeroForm technology. AeroForm utilizes ETPU beads in the midsole to absorb shock, return energy, and maintain structure while significantly reducing density. The result is maximum cushioning, resilient flexibility, and sneaker-level comfort in a responsive, feather-light platform. Building on this innovation, the Alphaburly Aero is engineered to move with the speed and agility of a running shoe while standing up to the harshest outdoor pursuits. Other performance features include a moisture-wicking Grid Fleece liner, Active Fit construction for an adaptive and secure feel, a stabilizing oversized X-Shank, and a BurlyTrak outsole designed to deliver confident traction across mud, rock, and snow. Offered in both non-insulated and Solarcore insulated options—powered by NASA-developed Aerogel thermal technology—the Alphaburly Aero is purpose-built for all-day wear, rugged terrain, and extreme weather conditions. Available for both men and women. SRP: $210—$270. lacrossefootear.com

BEAR OPS

NEKEMA II POCKETKNIFE

Bear OPS, the tactical division of Bear & Son Cutlery, has introduced the Nekema II, an everyday carry knife designed to meet the demands of concealed carry, tactical use, and hard daily wear. Made in the USA at the company’s Alabama facility, the Nekema II reflects the brand’s uncompromising approach to quality, performance, and reliability. The core of the knife is a 3.5-inch Sandvik 14C28N stainless-steel blade, offered with a modified drop-point profile. Known for its excellent edge retention, corrosion resistance, and ease of sharpening, 14C28N is an ideal steel for serious EDC users. A durable DLC coating further enhances corrosion resistance, minimizes glare, and protects against scratches in harsh environments. The lightweight aluminum handle keeps the knife slim, strong, and comfortable, weighing just 3.5 ounces for effortless allday carry. Precision features include ball-bearing washers for smooth deployment, dual thumb studs, Torx screw construction, and a secure slide-lock mechanism. A reversible pocket clip ensures adaptable carry options. The Nekema II is available in black and copper or gray and blue. SRP: $92.49—$97.49. bearandsoncutlery.com

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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 efforts that support your business.

JOIN A COMMUNITY OF LIKE-MINDED BUSINESSES THAT ARE COMMITTED TO THE FUTURE OF THE SHOOTING AND HUNTING INDUSTRY.

JOIN NSSF

NSSF.ORG/MEMBERSHIP

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NEWPRODUCTS 8

AUTO-ORDNANCE

“LAND OF THE FREE” 1911

The “Land of the Free” 1911 is a striking custom stainless pistol honoring the 250th anniversary of the United States. Built upon the time-tested Auto-Ordnance Stainless 1911 platform, and featuring customization by the artists at Koted Arms, this commemorative firearm serves as a highly functional piece of American history, celebrating 250 years of enduring liberty. The pistol features a stunning two-tone finish with gorgeous custom engravings capturing the patriotic spirit of the nation in every thoughtful detail. The unparalleled craftsmanship of Koted Arms is proudly displayed across the entirety of the firearm. The left side of the stainless slide is boldly emblazoned with the words “LAND OF THE FREE” flanking a prominent 250th-anniversary emblem, beautifully contrasted by dark custom slide serrations. The left grip panel features a majestic bald eagle positioned over a banner reading “1776” set against a deep, textured backdrop of stars and stripes. The historical tribute continues flawlessly on the right side of the pistol where the slide is precision-engraved with the phrase “HOME OF THE BRAVE” surrounding the 250 emblem. The corresponding right grip mirrors the patriotic theme, updating the eagle’s banner to proudly display “2026” to complete the monumental 250-year timeline. Together, these elements forge an exceptional commemorative masterpiece marking this historic American milestone. The Auto-Ordnance Stainless 1911 is a modernized version of the classic GI pistol, featuring extended controls, beavertail, skeletonized trigger and hammer, front strap checkering, slide porting, metal guide rod, and combat day sights. It is chambered in the all-American .45 ACP, with one seven-round magazine included. SRP: $1,793. auto-ordnance.com

APEX AMMUNITION

DOVE STRATIFIED SHOTSHELL

Dove Stratified is a line of hard-hitting, superior-patterning shotshells that feature layered shot sizes of either L3 high-antimony lead or S3 steel pellets designed to deliver optimal performance at variable ranges—with dense close- and mid-range patterns and increased terminal energy at longer distance. Available in 2¾-inch 12- and 20-gauge configurations with Nos. 7 and 8 shot, Apex Dove Stratified features L3 high-antimony lead shot for a harder, rounder pellet and enhanced pattern efficiency. SRP: 16.99—$18,99, per box of 25. The 12- and 20-gauge 2¾-inch Dove Stratified S3 Steel shotshells are loaded with premium S3 zinc-plated steel to ensure pellet consistency and superior pattern performance. These loads contain Nos. 6 and 7 steel shot. SRP: $16.99—$18.99, per box of 25. apexammunition.com

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FIREARM INDUSTRY

JOBS

Search for Jobs. Recruit Employees. Opportunity Awaits.

JOBS.NSSF.ORG

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4/13/22 3:19 10:39PM AM 8/10/26

THE SIMPLE TRUTH

by miles hall

Be the Voice

Engaging with the media is a necessary part of the business.

he real keys to long-term success and helping to “grow the shooting sports” is communication, education, and imagination. Each

of these helps us reach others that would more than likely only know what movies, TV shows, or ill-informed TV news pass off as facts about our industry. We discovered that being able to tell a story is a big deal in the eyes of folks who do not yet know you, your business, or the shooting sports world. Here’s an example. One of the local TV news stations was looking for a story at Christmas time. They asked to come to the range. I was happy to accommodate the request, but thought a unique angle would be appreciated. I said, “I could have a mother and her son with his first rifle at the store. Would that interest you?” It sure did. The gun was an adorable single-shot youth-sized “Chipmunk” .22 rifle. I prepped the pair as best I could before the crew showed up, which helped make the entire process a lot smoother. The station ran this story in every news episode for the next day and half. The publicity for us was equivalent to a baseball grand slam. As we went along, we learned the rules of dealing with the media. Here is a short list of what you need to do. Be open and honest, no matter how the question is asked. Cool, calm, and collected is the way to go. When asked to comment on an incident that involves firearms, express sympathy but focus on how the matter could have been resolved differently with education and proper safety tools. Try to end each interview with a positive learning moment.

Miles Hall discussing NSSF’s Project ChildSafe on NBC affiliate KFOR.

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TV is a visual media, so be conscious of your appearance and the appearance of your store. The floors and walls should be clean, the shelves uncluttered. You should be neatly dressed. Remember, you are a businessman, so look like one. Short, concise answers work best. Where appropriate, smile. If filming on your range, have round and single-color (orange or blue) targets on hand, as they look best when photographed. Body language is critical, and this may take time to master. The first time you face a camera and microphone can be unnerving, but you will improve as you gain experience. Be proud of who you are and the shooting sports. Lastly, figure how to get a TV crew in and out efficiently without being pushy. Most outlets give reporters a specified time frame in which to get the story—typically, an hour or so. We got to where we could help get them what they needed and have them out the door in about 30 to 40 minutes. That was a big deal, and it was one reason we became “goto” folks for interviews. After a couple of years of doing interviews, we began receiving requests to talk to various groups. These forums were a great way to get our message out. At one point, we were asked to address a journalism class at the university. We were expecting a class of 40 to 50 students, but it was actually closer to 200. The instructor was a focused but kind lady who introduced us by first posing questions to the students. Roughly, this is how it went. “What’s our number one job in journalism?” In unison, the class responded, “To find and report the truth!” It was clear that she was a teacher from whom I could learn. Then she laid the groundwork for the session: the questions could be direct, but there had to be respect as well. I had a basic talk in mind, but it was clear to me that this time was going to be a bit different. She went on with a few more items and then concluded with this statement: “If Miles and Jayne do their job right, there will be headlines that won’t be written.” I was shaking inside but also for the first time saw that what we do in the shooting sports world is important and can make a difference. The questions from the students were all over the map, and I respectfully answered them all. It was a very humbling and deeply honored moment in our history with the business. Becoming the voice of the industry in your community is a high calling. When you develop trust with the media, good things happen. The

late Brad Edwards was a long-time news reporter for station KFOR who specialized in helping citizens who had been mistreated by a less-than-honorable business or local government officials. He was an especially strong advocate for the elderly. One day he walked into the store and asked for me. I was in the back of the building and walked to the front having no idea who wanted to see me. When I turned the corner and saw who it was, my heart began to pound. When I greeted him, I said, nervously, “I have no idea what we did wrong, but we will fix it for sure.” He let out a hearty laugh and told me that we had done nothing wrong, but he really needed our help. He was working on a story about non-lethal self-defense guns and needed to pick my brain. He did this because he trusted my expertise, which he had seen demonstrated by the numerous interviews I had conducted over the years. We had a good, long conversation about the features of such products and how to use them safely. Over the years he would occasionally reach back out with questions, and I realized the value of his trust in me. The Simple Truth is the media will do their stories with or without you. You can bet it is better to be with you. Therefore, Be the Voice.

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 FFL dealers around the country run more efficient, profitable, and impactful businesses. HallnHall.com

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8/7/26 1:54 PM

RETURNS FOR THE 2027 SHOT SHOW! BOOK YOUR SPACE NOW! 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

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