Introducing the all-new TaurusTX™ 9—the next evolution of our best-selling TX platform. Available in full, compact and subcompact variants—the versatile TX 9 is more than a reliable, professional-grade firearm. It’s a groundbreaking, duty-ready pistol that brings elite, mission-grade performance to the modern shooter. Built to perform when it matters most. Designed to back you up, no matter what.
Allows modular grip swaps, easy upgrades, and single-point legal compliance.
Features a T.O.R.O. slide with shared optics cut geometry ensuring compatibility with existing mounting plates.
SUBCOMPACT
TaurusUSA.com
Engineered for shooters, the falling block sear design offers a clean and crisp trigger pull.
Available in full, compact and subcompact sizes, each firearm ships with 4 backstraps for the perfect fit.
EDITORIAL & CREATIVE
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Smith & Wesson® continues its legacy of innovation with two new additions to the M&P® lineup, engineered for shooters who demand uncompromising performance. These pistols are designed to deliver superior control, precision, and speed— whether on the range or in competition.
DNT OPTICS SMART SCOPES
THE PRICE VS RELIABLE TRADEOFF IS OVER
DNT optics is the latest upstart in the thermal and night-vision digital-scope world. We are a passionate group of hunters, gun aficionados and nightvision subject matter experts all aligned with a common goal—make the best night-vision and thermal products that are affordable. We have decades of collective experience in the optics and firearm industry.
So what is the hardest thing to do while hunting? See in the dark. Your inability to see in the dark makes everything that much harder to do. Typically, analog night-vision is expensive, but seeing in the dark doesn’t have to be. Utilizing the latest in digital technology, our scopes allow you to effortlessly see in the dark, and they don’t break the bank. You can easily see in the night with our ZULUS digital night-vision scope or see heat with our best-selling multi-function Hydra, which is an all-in-one scope, handheld monocular and clip-on. Why not both? You can upgrade to the ThermNight, which can see both night-vision and thermal at the same time. Our scopes also feature an onboard laser rangefinder and built-in ballistic calculator. Simply range to target, and the scope will instantly calculate the bullet drop and show you where to hold to make the shot. Our latest ZULUS 4K offers a greater magnification range with higher resolution to make longe range shots easy. The NVMD-C200 is a digital magnifier that utilizes the same ZULUS night-vision, but can also double as a compact 1-6x digital scope. Come by our booth and see what you have been missing. You will love what you see.
Booth #10122
us.dntoptics.com
Chiappa Unveils New Rhino 60DS
Chiappa Firearms will open 2026 with the introduction of a new L-Frame Rhino chambered in .44 Remington Magnum, a platform expansion that brings the Rhino’s well-known lowbore recoil characteristics into a larger, purpose-built magnum revolver. The .44 Magnum 60DS lineup will be available in three finishes: black, white nickel, and gold PVD. This expansion of the Rhino line delivers the full mechanical advantages of the updated
L-Frame architecture while remaining accessible to a broad range of shooters and collectors.
Built around the Rhino’s trademark bottomchamber firing geometry, the new .44 Magnum 60DS reduces muzzle rise and straightens recoil impulse, a decisive advantage when moving a high-pressure cartridge through a revolver platform. The enlarged L-Frame introduces updated ergonomics, including twin finger stops and a revised grip interface for improved leverage and repeatable hand placement. Despite the larger chambering, the frame maintains Chiappa’s characteristic balance between strength and weight using a 7075-T6 aluminum frame paired with a steel barrel and breech shield.
All three standard finishes share the same mechanical core and configuration. Each model uses a 6-inch barrel, fiber-optic sights (fixed front, fully adjustable rear), a double/singleaction system, and a six-round cylinder. A comprehensive safety suite, comprising a cylinder block, rotation lock, and hammer block, is carried over from prior Rhino generations. Although each finish provides a distinct visual
identity, the underlying platform remains a purpose-driven .44 Magnum revolver designed for stability, controllability, and repeatable performance.
The Rhino 60DS L-Frame weighs 2.92 pounds, measures 11 inches in overall length, and ships with Hogue rubber grips for improved recoil management. Each
revolver is packaged in Chiappa’s hard case and includes the standard owner’s kit and Rhino sticker. SRP: $1,745. In addition to the standard model, Chiappa will also release three limited editions: 44 Special Edition, Elite 44, and 44 Nebula. Booth #12853 chiappafirearms.com
Built around the Rhino’s trademark bottom-chamber firing geometry, the new .44 Magnum 60DS reduces muzzle rise and straightens recoil impulse, a decisive advantage when moving a high-pressure cartridge through a revolver platform.
Despite the larger chambering, the frame maintains Chiappa’s characteristic balance between strength and weight using a 7075-T6 aluminum frame paired with a steel barrel and breech shield.
TAKING YOUR BRAND INTO THE DIGITAL FUTURE
Expanding your brand into the digital space is essential for the continued success of your business.
Branding is everywhere—from shooting ranges to hunting camps. It’s not just for marketers; it’s part of our everyday lives. Expanding your brand into the digital space is essential for growth, sustaining business, and ensuring longevity.
One of my first digital marketing experiences took me to a hunting lodge in Swainsboro, Ga. Surrounded by pet care products, hunting gear, and branded apparel, I realized early on how brands permeate the shooting sports world. I was there to reimagine how digital tools could enhance our kennel care offerings. It became clear that even in the backcountry, branding thrives, and going digital was the next frontier.
THE FOUNDATION OF DIGITAL PRESENCE
Even without a social media account, email list, or landing page, your brand likely already has a digital footprint. If you’re established, people are talking about you somewhere online—just maybe not where you’re looking. Tools like Brandwatch, Meltwater, or Google Alerts can give you insight into those conversations. And if you haven’t already, it might be time to consider hiring or outsourcing a community manager.
A community manager—whether full-time, part-time, or freelance—curates discussions that can inspire marketing campaigns, product launches, and brand messaging. This role is not interchangeable with customer support or sales. A great community manager is passionate about listening, uncovering insights, and representing your brand authentically. They act like detectives, tapping into discussions and escalating key issues to
relevant teams. Their work spans PR, communications, and brand strategy, helping to steer perception aligned with your mission. This role can also help surface testimonials or reviews that evolve into marketing content. Recognizing loyal customers for their authentic advocacy builds trust and extends reach.
Open conversations about your brand can be powerful. With the proper engagement, they foster brand affinity, create ambassadors, and clarify misunderstandings. Misconceptions—no matter how wellintentioned—can mislead potential customers. Clarifying a warranty, service policy, or unique customer experience might be the difference between gaining or losing a sale.
EQUIPPING YOUR BRAND FOR THE FUTURE (WITHOUT BREAKING THE BANK)
Conversations about your brand happen on Reddit, TikTok, review blogs, and niche forums. Even small mentions can have a significant impact. Monitoring these with tools or a community manager lets you respond, adapt, and optimize. It’s a low-cost, highreturn strategy that boosts brand reputation and informs future strategy.
Platforms like Brandwatch, Mention, Sprout Social, and others analyze what people say—sentiment, keywords, volume—and convert that into actionable insights. You’ll know why if a product launch gets positive buzz or mixed reviews. That information can inform customer service responses, product updates, or your next ad campaign. And great reviews? They become compelling social proof on your site, in ads, or in your next or future product rollout.
By Kel L. O’Brien
STRENGTHEN YOUR BRAND’S DIGITAL FOUNDATION
Beyond managing reputation, your brand also needs to grow its online base. That means assessing your presence across search engines, social platforms, and your website. Is your SEO strategy helping customers find you—or your competitors? Is your website optimized to grow your list, drive conversions, and capture returning visitors?
Ask yourself the following three questions: Is our website supporting our growth goals? Are we leveraging backlinks and referrals? Are we capturing returning visitors with personalized content? If these questions don’t have clear answers, it’s time to regroup. Use them as a team exercise to kick off a deeper conversation about where your brand stands—and where it can go.
Bringing in an SEO expert or auditing your current strategy might offer fresh insights. This isn’t about replacing your current team but adding perspective. SEO efforts are sometimes sidelined or only revisited during major redesigns, but search behavior and technology evolve constantly. AI is now helping users find answers faster—will your brand stand out when that happens?
Think small steps: updating website copy, improving image quality, or adding fresh content can boost your digital presence without requiring a complete redesign.
DIGITAL’S EXPANDING ROLE IN BRAND ADVANCEMENT
Start with where you are. Do you sell B2B through retailers? Do you partner with merchandisers? Then ask: how is digital influencing your sales, marketing, and customer acquisition? Are your ads built for digital-first platforms, or are you adapting traditional creative to fit digital spaces? A truly scroll-stopping ad doesn’t just meet platform specs—it speaks the language of the medium. Like a standout trade show booth, it pulls people in.
Digital transformation isn’t just about tools—it’s about mindset. Are you thinking digitally about every customer touchpoint? If not, you might be missing opportunities.
RETHINKING YOUR DIGITAL SHIFT
What’s driving demand for your business right now? And what insights do you have into customer
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behavior, both in purchases and in psychology? These answers will guide your digital roadmap.
Ask, “What’s our five-year plan, and how does digital support it?” If you can’t answer clearly, it’s time to realign with your team.
According to ECDB (eCommerce Data Analytics), 37.4 percent of U.S. hunting and firearms market sales are already online—and that number is projected to hit 48.5 percent by 2029. That trend can’t be ignored.
Beth Shimanksi, vice president of marketing for Savage Arms and Bowtech archery brands (Booth #12821), has long understood the importance of a digital footprint. “In today’s digital world, a strong digital strategy isn’t optional— it’s a core tenant of our marketing strategy. For our brand, it’s the most flexible way to reach customers faster, and stay in front of customers in a competitive and an increasingly data-driven market.”
Gradual optimization, not massive overhauls, can get your business future-ready. Build a digital presence today that you can scale tomorrow.
Trent Marsh is Riton’s marketing director (Booth #72253). He also understands the
importance of developing a digital strategy. “Digital strategy is a crucial part of any larger marketing plan. It encompasses so many different outlets and mediums; if you aren’t focused it can overwhelm your team, and worse than that, it won’t fit the larger goals you have in play. You can use it as a path to increase visibility with a partner who has other channels of distribution or as an incubator for smaller relationships. With so many facets it requires a lot of attention, thought, and resources.”
THE DIGITAL JOURNEY
Digital transformation is not a sprint—it’s a journey. But with the right strategies, tools, and people, you can future-proof your brand without overextending your budget or team. Start with community management, social listening, website optimization, and clear digital goals. From there, scale intentionally, based on real customer insights and market trends.
Author bio: Kel L. O’Brien is a social media and digital strategist at Farlow+Co, a North Carolina-based company that offers a variety of customized digital marketing solutions for companies of all sizes. info@farlow.co
Trent Marsh, marketing director at Riton Optics, says “Digital strategy is a crucial part of any larger marketing plan."
Second Amendment Under Siege in Several States
By Jake McGuigan, NSSF
Election Day 2025 has come and gone, and the results could mean considerable changes to the political landscape within several states that will impact Second Amendment rights and the firearm industry at large. Some were to be expected, some were surprising. Although there have been numerous welcome changes regarding gun rights coming from President Donald Trump’s administration and the Department of Justice, the states will still have plenty of action.
Unfortunately, minimizing the damage done by gun control groups and their anti-gun allies in Blue states will be critical and heavy lifts once again. Here is a quick snapshot of what lies ahead.
NEW JERSEY
New Jersey voters elected Democrat Mikie Sherrill to be the next governor, following the hostile governorship of current Gov. Phil Murphy. The Garden State remains one of the most hostile environments in the country for law-abiding gun owners. As a current U.S. Representative, governor-elect Sherrill has already shown her hand on her gun control aims for New Jersey; co-authoring a USA Today op-ed calling for a return of the federal so-called “assault weapons” ban and, after federal judges struck down New Jersey’s AR-15 ban, saying Modern Sporting Rifles (MSRs), “don’t belong on the streets of New Jersey.” There are already more than 30 million MSRs in private circulation, making them more popular than Ford F-150 pickup trucks, and FBI crime data continues to show more murders are committed each year with fists, hands, and blunt objects than are committed with rifles of all kinds. The governor-elect also blamed the U.S. Supreme Court’s Heller, McDonald, and Bruen decisions for making families in the Garden State “less safe.”
On the campaign trail, she ran as a defender of New Jersey’s already-strict gun control laws, touting her congressional bill, the Secure Storage Information Act, and promising to “build on” those laws with more enforcement, storage mandates, and purchase restrictions—measures enthusiastically backed by the usual anti-gun choir of Everytown, GIFFORDS, and Moms Demand Action.
With Rep. Sherrill headed to Trenton, and the Third Circuit recently upholding the wide swaths of New Jersey’s sweeping “sensitive places” carry bans, Garden State gun owners can expect more restricted carry zones, more paperwork, and more courtroom fights to exercise a core Constitutional right.
VIRGINIA
Virginia voters elected former U.S. Representative Abigail Spanberger to be the commonwealth’s next governor, flipping the top executive office from Red to Blue and sending to Richmond someone who has built her brand on backing strict federal and state gun control packages. As a member of Congress, Spanberger co-sponsored and voted for the federal Assault Weapons Ban of 2022 and voted for H.R. 8, a so-called “universal” background check bill, putting herself on record for banning the sale of commonly owned rifles and standard-capacity magazines nationwide.
On the campaign trail, she stood with Moms Demand Action, falsely labeling gun violence, “the number one killer of kids,” and promising to sign the General Assembly’s gun bills, including bans on future sales of Modern Sporting Rifles (MSRs) and large-capacity magazines, a five-day waiting period, a state police permit-to-purchase requirement for buying from licensed retailers, expanded “gun-free” zones in state buildings and hospitals, and new firearm industry liability and storage mandates that fall squarely on law-abiding gun owners while criminals remain undeterred. With governor-elect Spanberger’s promise to “build on” Virginia’s post-2020 gun restrictions, her victory sets the stage for an aggressive new push against the rights of the
Commonwealth’s lawful firearm owners and the businesses that serve them.
Making her gun control agenda even easier to pursue, Democrats flipped several legislative seats from Red to Blue and giving Democrats in the House of Delegates at least a 64-35 advantage, including one more vote on legislative committees. There are already discussions about gun control bills that will be introduced.
Democrat Jay Jones was victorious in the race for attorney general despite knowledge of text messages in which he fantasized about a Republican House speaker and his children being shot—language that should have disqualified him from ever seeking the state’s top law-enforcement post. Jones was the preferred candidate of Everytown, Brady, and GIFFORDS for being a strong supporter of “strict gun control,” and his win means the office that should defend Virginians’ civil rights will instead be aligned with the national gun-control lobby and led by someone who casually invoked political gun violence while those same groups largely looked the other way.
MAINE
Maine voters approved Question 2, writing an Extreme Risk Protection Order (ERPO) or “red flag” law into state statute. This moved Maine into the
growing ranks of states that allow courts to confiscate citizens’ firearms based on predictions of future behavior and without giving those targeted by the orders a quick opportunity to defend themselves before a judge.
The new law will allow family or household members and law enforcement to petition a judge to seize “dangerous weapons,” including firearms, and bar new purchases for up to a year, even when the gun owner has not been charged with or convicted of a disqualifying crime or formally adjudicated mentally defective. As with other “red flag” laws NSSF has examined, Maine’s new law is built around ex-parte orders—confiscate first, hold the full hearing later— raising serious due process concerns when a fundamental civil liberty is on the line. NSSF has warned that any ERPO law must at minimum require sworn testimony, clear and convincing evidence of an immediate and imminent threat, prompt access to counsel, strict penalties and civil remedies for false accusations, and regular judicial review—protections that were barely discussed as Question 2 was sold to voters as a simple response to the Lewiston tragedy.
CALIFORNIA
In October, California Gov. Gavin Newsom once again put law-abiding gun owners in his sights, sign-
ing Assembly Bill 1127 to outlaw many of the most commonly owned striker-fired handguns in the state, including pistol models that have long been approved on California’s certified handgun roster. Rather than go after criminals illegally using already illegal machine gun conversion devices (MCDs) to turn semi-automatic pistols into automatic ones, Gov. Newsom and his gun control allies chose to criminalize the very firearms carried every day by thousands of law enforcement officers and millions of responsible law-abiding Californians.
Gun-control advocates and groups like Everytown and Moms Demand Action cheered the move as “commonsense,” but the bill does nothing to crack down on the gangs and repeat offenders driving violent crime; it simply shrinks the lawful handgun choices available to Californians who follow the rules.
For the firearm industry and California gun owners, the message is clear: Gov. Newsom is far more interested in headlines, appeasing the national guncontrol lobby, and prepping for a presidential run in 2028 than he is about serious, effective crime control that focuses on the criminals pulling the trigger.
MINNESOTA
After failing to strong-arm a special legislative session on gun control to ram through more gun
restrictions in October, Minnesota Gov. Tim Walz refused to accept a defeat to pro-Second Amendment lawmakers blocking his demands, and instead began taking his anti-gun circus show on the road. The governor and Democratic leaders have held scripted “town hall” tour stops designed to manufacture consent for an unconstitutional ban on Modern Sporting Rifles (MSRs) and other sweeping restrictions. The first stop wasn’t a community forum at all, but a carefully staged political act: roughly 800 attendees who were pre-registered and pre-screened, questions were pre-approved, and a lineup featured Gabby Giffords, top state DFL leaders, and Everytown-aligned activists all reading from the same gun-control script. Minnesota gun owners should see these choreographed “conversations” for what they are: a traveling road show trying to build momentum for bans the Constitution, and their elected legislators, have already rejected.
With the midterm elections now less than one year away, politicians will surely introduce and push gun control bills in order to appease their gun control base of supporters in these Blue states and continue their attempts to penalize law-abiding gun owners while ignoring criminals. NSSF will continue closely monitoring and fighting on behalf of our industry members.
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Holosun Punches Above Its Weight
By Robert Sadowski
The shooting sports industry, like many industries, is littered with the debris of start-up operations. The owners of such enterprises usually begin with what they believe is a better idea, but economic forces, consumer resistance, and other factors out of the company’s control can combine to sink even the best-made mousetraps.
So, Holosun, which began operations in 2013 with the idea to produce budget-priced optics that punched above their weight, faced a tall order. The company, however, was up to the challenge, and more than a decade later is thriving.
Josh Erikson, Holosun’s marketing manager, puts the rise of Holosun into perspective. “During the early days of the company, the model 510C open-reflex optic, designed for long-gun applications, put us on the map. The 510C was a big splash because the sight offered all of the performance and durability of the established brands, but at a price point that was much lower. You need to remember that at that time there just really weren't a lot of options in the marketplace, and so an affordable red dot that worked was embraced by consumers.”
It didn’t take long, though, for red-dot optics to make the leap from rifles to pistols. Now, nearly every new semi-automatic pistol introduced in the past five to seven years comes optic ready.
Holosun was ready to make that pivot. “The Holosun model 407K series and our 507K series were some of the first pistol optics introduced in that market space,” says Erikson. “We filled the gap, and those models became the go-to standard for a lot of shooters looking for a cutting-edge optic technology on their pistol, but at an affordable price.”
The company’s reputation rests on affordability, something Erikson says has been Holosun’s focal point from the beginning.“Our main focus is providing optics for all of the shooters out there who are trying to get an optic on a budget,” he says. “We try to provide the features that people are asking for at a price point that's reasonable.”
And how does Holosun determine these new features? Customer feedback, says Erikson.
Employees at all levels, all of whom shoot, are constantly taking in feedback from end users. One of the asks from end users was multiple reticle options in one optic. Holosun responded with their Multi-Reticle System (MRS). MRSequipped Holosun optics allow users to choose the type of aiming point they want to use when they want to use it. MRS features a 65 MOA circle with a 2 MOA dot in rifle optics or a 32 MOA circle with a 2 MOA dot in handgun optics. Remember when you had to turn on a red-dot optic? The company’s innovative
Shake Awake technology features a sensitive motion sensor that detects motion, keeping the LED powered on during use. This type of technology allows for concealed carry with seamless operation.
A pain point in user feedback was the mounting system and footprint of the optic. With so many brands, it can be confusing for consumers and dealers to determine precisely what’s needed to fit a certain optic to a particular pistol. Holosun decided early on to use the existing optic footprint of other brands instead of using a proprietary footprint. This makes it easier for shooters to mount a Holosun.
“At Holosun, we try to make things simpler for the consumer,” says Erikson. “We don't want to reinvent the wheel or force a new standard on the industry. It can be a little bit daunting when you buy a new pistol. What mounting plates do I need? What screws do I need? Holosun does its best to try to simplify the mounting process by including all the hardware in the box—all of which make it easier and simpler for the end user.”
As Holosun develops products they make sure a new product works before releasing it to the public. “We send new products out to at least 20 or 30 high-level firearms instructors and ranges that are doing rental programs, so they can really put a lot of rounds through the optic,” Erikson says. “We try to get as much feedback as we can from professionals because usually if we can satisfy those guys and gals and check all the boxes, the shooting public will be happy, too.”
Although Holosun has traditionally focused on the consumer market, the brand also has a law enforcement division. It is committed to providing law enforcement with duty-ready products at a cost that works within a department’s budget.
What will the next generation of Holosun optics feature? Erikson says that more light sensors on the sight will allow the sight to better adjust reticle brightness when in automatic brightness mode. Enclosed emitters are also making headway with users who have experienced belly button fuzz interfering with an openemitter-style sight. Whatever the need, whatever the feedback, Erikson says Holosun is dedicated to enhancing red-dot optics, all the while keeping the cost within everyone’s budget. Booth #13420 holosun.com
ELEY RELAUNCHES LOT ANALYSER
For nearly 200 years, ELEY has been at the forefront of innovation in rimfire ammunition. Last fall, ELEY relaunched its online Lot Analyser tool, bringing shooters an exclusive way to explore the ballistic performance of their ammunition like never before. By entering the lot number found on the end of their ELEY ammunition box, users can instantly access detailed data from the manufacturing and testing process. This includes trajectory, ballistic coefficient, date loaded, quantity loaded, velocity, group size, score, and shot distribution.
The Lot Analyser is available for ELEY’s premium product lines, including Tenex, Match, Team, Tenex Pistol, Tenex Rapid Fire Pistol, Tenex Biathlon, SABP, and the new Ultra ELR. The relaunched platform will be hosted on eleyxshot.com and requires user registration, giving competitive shooters, coaches, and serious enthusiasts a unique insight into performance while also opening the door to a tailored ELEY experience.
“The Lot Analyser is more than just a data tool; it’s part of ELEY’s commitment to helping shooters achieve their best,” says ELEY director Michael Atkinson. “Shooters are always looking for that competitive edge. With the Lot Analyser, we are giving them access to factory data that was previously unavailable outside of our test facilities. It’s about transparency, confidence, and education.”
With batch sizes produced in small quantities, ELEY encourages shooters to use the Lot Analyser as a starting point in their performance journey. If a desired lot is no longer available, shooters can explore additional opportunities through the ELEY Test Range, educational content on the ELEY VIP app, or by connecting with their local retailer through the ELEY Store Finder. Booth #41316 eleyxshot.com
GSM EXPANDS BRAND PORTFOLIO
GSM Outdoors has acquired Smith’s Products, the market leader in the knife and scissor sharpening categories, adding the Arkansas-based manufacturer to its growing portfolio of rugged outdoors brands.
“This acquisition marks an exciting milestone in our mission to inspire more people to experience the outdoors,” says Eddie Brady, senior vice president of brand management. “Smith’s Products brings a strong legacy of quality craftsmanship and innovation that not only complements our existing family of brands, but also enhances our ability to serve a broader community of outdoorsmen.”
Founded in 1886, Smith’s Products has evolved from a small family-run stone business—mining and selling raw stone—into a well-known supplier of various knife sharpeners and knives. Covering everything from hunting, fishing, and processing to culinary, camping, tactical gear, and more, the brand’s product lineup spans many categories, providing outdoorsmen and women of all kinds with the tools they need not only to enjoy time outdoors, but to make the most of every moment.
“Together, GSM Outdoors and Smith’s Products are poised to deliver greater value, drive meaningful growth, and continue building a more sustainable future for the industry in every facet,” said Chris Leonard, senior vice president of sales. Booth #12669 gsmoutdoors.com
Licensing An Icon
Launching a new product can be a perilous enterprise. A company may invest precious resources, such as R&D capital, marketing allocations, and dealer education, only to see the product fail to gain sufficient foothold in a competitive market. Licensing third parties to produce branded products, however, is a different matter. Here, you are relying on a brand’s established reputation to help launch a new product. This is done by leveraging the existing brand’s reputation and market reach.
Remington Ammunition, now owned by the Kinetic Group, is a good example of this strategy. It offers a wide assortment of new gear and accessories for customers who want to enjoy the Remington lifestyle in the field, at the range, and at home. These Remington licensed products, produced by companies vetted by Remington, benefit from Remington’s 210-year history of unsurpassed brand recognition.
“Remington is growing their category with licensing partners; we’re always looking for quality partners and new categories for the brand,” says Kaylene Christian, product line manager, shooting accessories and licensing. “Our newest partnership is with Log Still Distillery with the Remington Reserve Bourbon, which launched in fall 2025. We also have licensing partners that sell anything from clothing to hunting gear, from tin signs to knives, from side-by-side UTVs to hunting and camping trailers. In addition, Remington has launched a new and updated website tab to highlight our licensing partners. This website refresh allows consumers to see official partners and products.”
A classic example this line licensing strategy is the Remington Bullet Knife, a design cherished by generations of outdoorsmen.
According to Jake Jacobs, Remington director of shooting accessories and licensing, the company is launching its first fixed-blade in 2026—Bullet Knife.
“The Remington 2026 Bullet Knife edition— ‘King of the Mountain’—will forge a legacy of its
own,” says Jacobs. “A Remington Bullet Knife is known across America as being collectible, and it is more than a tool—it’s a tradition. The 2026 fixedblade edition stays true to that heritage with timetested craftsmanship, classic styling, and performance that stands the test of time.”
The knife features a 31⁄2-inch 440 stainless-steel blade, chosen for its balance of toughness, corrosion resistance, and ability to take a razor-sharp edge. Its overall length is 81 16 inches. The genuine bone handle gives the knife a distinctive look.
“Limited in production and proudly made in the USA, this knife is as much a piece of American craftsmanship as it is a working blade,” he says. “It’s the kind of tool that gets passed down from one generation to the next—not because it’s flashy, but because it’s built right and holds meaning.”
Another licensed product area is the new line of heavy-duty plastic tote boxes from Iris. Iris USA made its mark nearly 25 years ago when it became the first company to introduce clear plastic storage containers to the U.S. market. A good example of this product line is the Remington Storage chest.
“Available in two sizes—21 gallons or 42 gallons—these chests have air-tight seals with two sturdy buckles to protect contents from moisture,
insects, and other pests while also offering security and safety,” says Jacobs. “A place for a padlock or combination lock offers even more security. Reinforced construction allows for up to 225 pounds of gear. Heavy-duty handles on both ends and wheels on the larger model make these trunks portable for hunting trips and fishing trips or everyday work projects for a small business.”
Remington has dozens of top-tier company partners that produce exceptional products under the Remington name. SA Consumer offers a wide range of innovative, feature-rich, in-home secure storage products, including several series of gun safes under the Remington monikers of Range, Gun Club, Express, Big Green, Nitro, and STS. Outdoor Cap Company, which specializes in designing and manufacturing high-quality, custom-designed headwear, also offers several products under the iconic Remington brand.
In a crowded marketplace, the strength of brand recognition is critical to a company’s overall success. Remington, through its licensed partners, is making sure its name remains top-of-mind among consumers. Booth #11838 Remington.com
CCI CELEBRATES 75TH ANNIVERSARY
Though CCI was formally established in 1951 as Cascade Cartridges, Inc. by Dick Speer, a machinist by trade, the origins of the company date back several years.
“Dick’s older brother, Vernon, had established Speer Bullets in the mid-1940s, and his success convinced his younger brother that there was a future in selling reloading components,” says J.J. Reich, CCI’s senior communications manager. “So, Dick moved to Lewiston, Idaho, with the idea of making brass cases for cartridges that were hard to find in the reloading market.”
But a critical shortage of the brass needed for cases derailed the original plan. Instead, he decided to enter the component primer business, and his non-corrosive, non-mercuric formulas for sporting cartridge primers caught on and laid the foundation for all that was to come.
“Dick’s cartridge cases were good, but they were an unsuccessful product,” says Reich. “CCI, as we know it today, started with the launch of their successful primer component manufacturing business seventy-five years ago.”
To handle the new primer business, Speer bought a small chicken ranch next to the Lewiston Gun Club just a mile south of his brother’s bullet works. The farmhouse doubled as an office and warehouse, and production began in a renovated chicken coop. He quickly erected modern labs and manufacturing buildings, gaining the room to expand the product line. When the gun club moved, Speer bought the adjoining property for future expansion. The CCI plant still occupies that property.
“Today, CCI and Speer Ammunition operations include three facilities that reside on a total of 400 acres with more than 350,000 square feet of state-ofthe-art manufacturing space, staffed by 1,100 employees,” says Reich. “These facilities run 24 hours a day, seven days a week, all year long.”
The two plants are still located about a mile apart in their original locations in Lewiston, near the banks of the Snake River, with the Craig Mountains in the background. A primer plant is situated a short distance away in Southport Business Park.
CCI’s dedicated, experienced workforce delivers a wide variety of products that have built unparalleled brand loyalty among millions of shooters and hunters. This diverse range of products includes rimfire and handgun ammunition, primers and reloading components, and more, such as power loads for tools
used in the construction industry.
“CCI’s current ammunition catalog offers more than 149 items with 30 options in the primer category, 53 options in centerfire handgun, and 66 offerings in rimfire ammo, far more than any rimfire competitor,” says Reich. “Our quest to create new and purposeful ammunition and a willingness to listen to customers’ wants and needs are what started CCI, and it is why the company has been in business for so long.”
But, as with many large industrial operations, small steps preceded giant ones. In the early 1950s, CCI was developing and manufacturing small-arms primers, and government orders accounted for nearly all of the company’s production. Dick knew he had to expand his customer base, and by 1956, a whole selection of CCI primers was commercially available. This included No. 200 Large Rifle, No. 300 Large Pistol, No. 400 Small Rifle, and No. 500 Small Pistol. These primers are still offered today.
“In the 1960s, CCI expanded into making rimfire power loads for use in powder-actuated industrial fastening tools, also known as ‘nail guns’,” says Reich. “This opened the way for rimfire sporting ammunition, and in 1963, CCI started producing factory-loaded rimfire rounds.”
CCI’s Mini-Mag was marketed to “make your .22 shoot like a magnum.” CCI’s rimfire products quickly became the top .22 LR ammunition of its time, and it still maintains that stellar reputation.
In addition to creating innovative rimfire loads, CCI also excelled in another key area—innovative packaging.
“In the 1970s, CCI pioneered the use of “100 PAC” and “50 PAC” plastic boxes with a sliding lid; similar boxes are still used today,” says Reich. “Rimfire and centerfire shotshells featuring small payloads of small-sized shot in blue plastic capsules also became popular products.”
In the 1980s, plastic blister packs were produced for mass merchandisers to hang ammo on wire racks. CCI’s “Belt Pak,” a blue plastic box with a hinged lid and a curved belt loop and a plastic “Ammo Can,” an olive-drab bulk box, helped sell more Mini-Mags in high-volume packaging.
“In the 1990s, CCI perfected the first hyper-velocity .22 Win. Mag. cartridge, aptly named Maxi-Mag +V (Plus Velocity),” says Reich. “This higher velocity set the tone, as many of our current .22 WMRs are set at this higher velocity of 2,200 fps.”
The company also began loading rimfire cartridges with a segmented hollow-point (SHP) bullet design that broke into three equal pieces, creating separate wound channels for fast, effective terminal performance. These bullets are in many of their product lines today.
The 2000s brought many products that were, and still are, popular products in the current CCI catalog. CCI’s Velocitor HP .22 LR was introduced, and its impressive velocity of 1,435 fps with a heavy 40-grain bullet was quite an accomplishment for the time. CCI collaborated with Hornady to launch the .17 HMR and .17 Mach 2 cartridges. New Arsenal rifle primers were introduced due to the popularity of the prepper trend within the hunting and shooting industry at that time.
“The 2010s delivered more innovative and trendy products,” says Reich. “A new tactical .22 LR load for AR-style rifles was introduced, following the trend of modern sporting rifles becoming more mainstream.”
Larger-shot “Big 4” loads featuring No. 4 lead shot were added to the centerfire handgun lineup. The industry’s first .22 LR polymer-coated bullet was introduced in 2018. Several more Clean-22 loads followed in the years ahead, such as Maxi-Mag .22 WMR Segmented HP in 2020.
“In the most recent years, our easy-to-pour cartons were introduced, offering bulk packaging options for product lines such as Maxi-Mag and VNT,” says Reich. “And Blazer Brass started loading the all-new 30 Super Carry cartridge, first introduced by Federal Ammunition.”
The innovative cartridge 30 Super Carry fires a smaller-diameter bullet than the 9mm Luger yet delivers comparable muzzle energy. In 2023, CCI released Clean-22 Hyper Velocity .22 LR rimfire ammunition, which boasts a 1,550-fps muzzle velocity. Uppercut .22 LR for self-defense was launched in 2024. It was the first true jacketed .22 LR bullet that’s commercially available. Uppercut .22 Win. Mag. followed in 2025.
Over the decades, CCI’s diverse product line has been driven by two factors: an unrelenting quest to create new, useful products for shooters and hunters and a willingness to listen to customers’wants and needs. Their product catalog includes a wide range of ammunition for plinkers, target and competition shooters, small-game and varmint hunters, and more.
“We are happy to celebrate the 75th anniversary of CCI this year,” says Reich. “CCI’s products have become household names over the years, and we plan to continue to add more to that list.” Booth #11838 cci-ammunition.com
Jon Pfister, Director of Sales and Marketing, Chiappa Firearms USA, Ltd.
Forward Thinking
Chiappa understands companies that don’t embrace the future
Fcan’t
reap the rewards of innovation.
ounded in 1958 in Brescia, Italy, an area devoted to the production of firearms for centuries, Chiappa Firearms offers a vast and constantly developing catalog of pistols and rifles, including copies of historic American and muzzleloading firearms, lever-action rifles and shotguns, rimfire pistols and rifles, sporting and self-defense pistols, signal and alarm pistols, and compressed-air pistols. The company is still owned by the Chiappa family, and all of its products are manufactured in Italy.
SHOT daily What do you see as the biggest challenges facing the industry in the next five years?
Jon Pfister: The biggest challenge facing the industry over the next five years varies by channel. For most retailers, the primary hurdle will be how to compete online. With so much of retail shifting to e-commerce, it’s only natural that the firearms industry follows suit. Retailers need to ensure that online sales are integrated into their broader business strategy.
For distributors, the key challenge will be differentiation—specifically, identifying and offering value-added services that set them apart. Similarly, manufacturers will need to focus on standing out in a crowded market. This will require innovation, modern marketing strategies, and the development of new products. Without a clear effort to be creative and distinctive, companies risk competing solely on price—ultimately leading to a race to the bottom.
Sd: What opportunities do you see?
JP: The biggest opportunity in the industry right now is innovation. During periods of high demand, many manufacturers tend to put new product development on hold because they’re focused on simply keeping up with sales. However, when the market slows, it pushes those same companies to reignite creativity—often through promotions and the launch of new products.
The leading manufacturers don’t wait for a downturn to innovate; they consistently invest in product development and marketing, regardless of market conditions. The current slowdown presents a critical moment for the industry: companies must either introduce new offerings that meet evolving consumer demand or risk falling behind.
Sd: When you get up in the morning, what gets you excited about working in the industry?
JP: For me, personally, there are several things that make this industry exciting. First and foremost, it’s the people. Over the past 18 years, I’ve had the opportunity to build strong relationships with some of the most dedicated and passionate individuals in the business. Those connections have not only provided valuable insight and feedback, but have also turned into lasting friendships.
What continues to energize me the most, though, is just how much fun this industry is. We get to design, test, market, and sell some of the most exciting firearms on the market—and that never gets old. It’s a unique space where passion and innovation come together, and that’s what makes it such a rewarding place to be.
Sd: How will you meet the expectations of your customers?
JP: I believe Chiappa is in a unique position because of the broad range of products we offer—from replica blackpowder rifles and lever-action guns to 1911s and
Chiappa takes the lever-action up a notch by adding M-LOK rails and adjustable stocks.
The 92 Wildlands Takedown rifle is an ultra-modern version of the classic leveraction design.
the futuristic-looking Rhino. Our size and agility allow us to respond quickly to consumer feedback gathered at shows and events and to develop products that fill specific niches in the market.
We’re not perfect, but we’re committed to continuous improvement. Listening to both retail and consumer feedback plays a critical role in helping us evolve and better serve the needs of the market.
Sd: In a very competitive world, how does Chiappa stay ahead of the pack?
JP: At Chiappa, we pride ourselves on being different. Our goal is to create products that truly stand out—whether it’s in a showcase filled with black polymer pistols or on a wall lined with black rifles and shotguns. We’re not trying to blend in; we’re aiming to offer something distinctive.
We also recognize that our designs may not appeal to everyone—and that’s okay. With the diversity of our product lineup, we believe there’s something for every type of customer.
Sd: Chiappa prides itself on “an excellent qualityprice ratio and a lean and flexible production process” that serves the needs of its clientele. Just how does the company achieve this?
JP: The key to achieving this is through efficiency. Over the past few years, we’ve made significant investments in manufacturing software to optimize operations and boost productivity. We’ve also adopted MIM (metal injection molding) technology to improve parts manufacturing. Every aspect of our daily operations is driven by a focus on increasing efficiency and delivering better results.
Sd: Lever-actions are a very traditional design, but lately some manufacturers have shown renewed interest in the platform. Chiappa’s 92 Wildlands Takedown rifle is an ultra-modern take on this classic design. What spurred the company to take this approach to the lever-action?
JP: At Chiappa, we enjoy taking classic firearms and giving them a modern twist. This approach is evident in models like the M1-9, M1-22, RAK-22, and many others. We’ve been producing leveraction rifles for years, and when we noticed a growing demand for tactical accessories—like M-LOK rails and adjustable stocks—we saw an opportunity. Rather than leaving it to the aftermarket, we took the next step and developed a fully modern, tactical-style lever-action rifle. It was a clear example of recognizing where the market was headed and responding with a product that met that emerging demand.
Sd: The Rhino Nebula 60 DS in the multi-color PVD finish is an unconventional take on a .357 Mag. revolver. What spurred this approach?
JP: The Rhino is intentionally different—its futuristic design was created to deliver the ultimate revolver shooting experience. Choosing a bold, standout finish was a natural fit.
The inspiration actually came from a moment of everyday life. Our owner/president, Rino, was out shopping in Italy with his wife, Susanna, when he spotted a similar finish on a product in a store. He
immediately thought, “How cool would that look on the Rhino?” The idea stuck—and the rest is history.
Sd: What kind of dealer support does Chiappa offer to retailers?
JP: We currently offer a wide range of support for our retail partners. One of our biggest investments has been in large-scale marketing campaigns designed to drive consumer demand and increase sell-through for both Chiappa and Charles Daly products at the retail level.
To support our dealers directly, we provide a dealer locator on our website to help customers find local retailers. We also offer dealer kits filled with branded swag—hats, pens, cups, and more—to support instore and range events. Our sales representatives regularly attend these events, providing product samples and additional promotional items to help create excitement and engagement.
Looking ahead, we’re working toward launching a dedicated dealer portal on our website, to make it even easier for retailers to access the tools and support they need.
Booth #12853 Chiappafirearms.com
The Rhino Nebula 60 DS in the multicolor PVD finish is an unconventional take on a .357 Mag. revolver.
by robert a sadowski
r obert s adowski
l . W hite
In Backcountry Success
A year after its introduction, Federal’s 7mm Backcountry ammo continues to make waves.
January 2025 Federal Ammunition announced an entirely new hunting cartridge, the 7mm Backcountry (7mm BC). The ground-breaking, long-action cartridge immediately raised the bar for what a non-magnum, centerfire rifle hunting load could achieve. The company had a lot to say about it initially, and the news generated by the cartridge’s release continued throughout the year.
Right after the introduction of the cartridge, Jesse Whiteside, Federal’s vice president of product management and R&D, noted its importance. “Welcome to the future of rifle cartridges,” he said. “When it comes to innovation in rifle ammunition, as an industry, we have reached a
point of diminishing returns with brass-cased ammunition. With modern magnums, for example, it may take 30-percent more propellant to increase velocity by 10 percent. With our new 7mm Backcountry cartridge, featuring Peak Alloy case technology, those rules are rewritten. We can achieve that same 10 percent velocity increase with less propellant than current magnums and do so out of shorter barrels with less felt recoil.”
One of the reasons behind Federal’s decision to commit the resources needed to develop this new cartridge is the rise of suppressor use by big-game hunters.
“Hunters are trending toward using shorterbarrel rifles with suppressors,” says Mike Holm, Federal’s director of centerfire rifle ammunition. “They want a suppressed rifle with a shorter
barrel to make it more manageable while on the hunt, but they also want to retain velocities in that 3,000-fps range for flat-shooting performance. At launch, we loaded our new cartridge with some of the industry’s best all-range and long-range projectiles to fully exploit its velocity, energy, range, and trajectory advantages.”
Federal’s five initial loads of 7mm Backcountry were 155- and 170-grain Federal Premium Terminal Ascent, 195-grain Federal Premium Berger Elite Hunter, 168-grain Federal Premium Barnes LRX Copper, and 175-grain Federal Fusion Tipped. These flat-shooting, heavy-for-caliber bullets offered the optimal range of options between sleekness and energy, touting high ballistic coefficients. All five loads were shipped to dealers nationwide throughout the spring and summer of 2025.
↑ Federal’s innovative 7mm Backcountry cartridges debuted last year. The flat-shooting, heavy-for-caliber bullets offered the optimal range of options between sleekness and energy, while touting high ballistic coefficients.
↑ Now available in 7mm Backcountry, Core-Lokt Pointed Soft Point (PSP) has been a reliable, standard bullet option trusted by sportsmen worldwide for more than 75 years.
In February 2025, The Sporting Arms and Ammunition Manufacturers’ Institute (SAAMI) announced the acceptance of Federal’s new 7mm BC rifle cartridges for SAAMI standardization.“We all at Federal are once again excited to have a new cartridge accepted by SAAMI,” says Whiteside. “The 7mm Backcountry, with a 170-grain bullet traveling at a velocity of 3,000 fps and a maximum average pressure of 80,000 psi, passed the organization’s robust review process and is now an active standard. SAAMI’s published standards for the 7mm Backcountry will help expand this ultra-fast and accurate new cartridge to be used in shorter-barreled, suppressed hunting rifles across the industry.”
SAAMI allows free access to technical data and drawings for the cartridge and chamber designs, which are posted in the Information and Specifications section of the organization’s website. Their acceptance of the new cartridge opened the doors for other ammunition companies to start building loads in 7mm Backcountry.
Hunters and rifle manufacturers quickly welcomed the new cartridge. Many new rifles, made by approximately a dozen brands, soon hit the market. At SHOT Show 2026, you can see current examples from Savage Arms (Booth #12821) and Christensen Arms (Booth #11821)
However, there were two main questions that were on the minds of many. First, will other ammunition companies jump on board and produce other rifle-load options? Second, is the cartridge reloadable?
Last summer, Federal posted a short video showing the process and the performance of handloaded rounds, proving that the new cartridge retained the all-important capability to be reloaded.
Shortly thereafter Federal posted a reloading data sheet and other information on its brand website. Federal also announced that it had partnered with several reloading tool and die companies to produce the equipment needed to reload the cartridge. The first release was from Lee Precision, Inc. The new Lee 7mm Backcountry Micrometer Full Length Die Set includes a Full Length Sizing Die, Universal Flaring Die, Micrometer Bullet Seating Die, Universal Shell
Holder, Powder Dipper, and instructions with load data. The company also has an accessory, the Lee Factory Crimp die, available to aid in reloading the cartridge.
The upcoming second year of the new cartridge’s existence looks very promising. Remington Ammunition has announced that it will load the new cartridge. Remington intends to utilize the Peak Alloy cases first introduced by Federal and offer three loads in 7mm Backcountry, providing options across a trio of their largest and most popular bullets: CoreLokt, Core-Lokt Tipped, and Premier Long Range Speer Impact.
“We are excited to offer three of our best-selling 175-grain bullet options in 7mm Backcountry,” says Kris Carson, Remington’s centerfire product director. “Core-Lokt Pointed Soft Point (PSP) has been a reliable, standard bullet option, trusted by sportsmen worldwide for more than 75 years. Core-Lokt Tipped features a modern green polymer tip that improves long-range ballistics and inflight accuracy and initiates rapid expansion. And Remington’s Premier Long Range ammunition, featuring Speer Impact bullets, brings surgical precision and bone-crushing performance to the farthest reaches. These three bullet choices will give hunters different options in bullet construction, effective range, and price points that they are seeking.”
Booth #11838 federalpremium.com remington.com
↑ Remington Core-Lokt Tipped features a modern green polymer tip that improves longrange ballistics and in-flight accuracy and initiates rapid expansion.
EXHIBITORS
TO SEE AT THE PAVILION
Photo:
Show organizers have not lost sight of the opportunity for outdoor, hunting and shooting sports brands. — Muck Boots’ Chris Lorenzo
The continued success & yearover-year growth of the Archery Business and Hunting Retailer Pavilion makes this a natural fit for us, allowing us an opportunity to promote our entire line of products. - LimbSaver’s Alan Lotton
The energy, engagement and exposure we get here made the decision to come back next year an easy one! — Arcus Hunting’s Teri Quinn
If you’re serious about elevating your brand and strengthening the entire archery category, this is the place to be. - Pure Archery Group’s Todd Snader
LATEST NEWS: THE ARCHERY BUSINESS & HUNTING RETAILER PAVILION AT SHOT SHOW 2026
Many new exhibitors joined the Archery Business & Hunting Retailer Pavilion at SHOT Show 2026, making it a destination for any retailer interested in expanding its product offerings in the hunting space.
BY ARCHERY BUSINESS STAFF
By the time you are reading this, SHOT Show 2026 is nearing its conclusion. Exhibitor space in the Archery Business & Hunting Retailer Pavilion was nearly sold out, and we will look back at 2026 as the year this space at SHOT Show truly became a fixture for future years.
After Mossy Oak was announced in mid-2025 as the presenting sponsor of the Pavilion at SHOT Show 2026, more than 20 new exhibitors signed on to join the Pavilion with a combined square footage of over 4,000 square feet, nearly maxing out the 16,000-plussquare-foot Pavilion space in Caesars Forum. Some notable additions include HHA Sports, FL Outdoors, GRAYL, Seirus Innovation, 5-Hour Energy, 3M Thinsulate and 3M Scotchgard, Killer Instinct Crossbows, to name a few.
The team from Mossy Oak, Archery Business and Hunting Retailer invites visitors to SHOT
Show to join them in the Pavilion, which is a collaboration between the NSSF and Grand View Outdoors, a leading provider of outdoor content. The Grand View Outdoors family of brands include trade publications such as Archery Business and Hunting Retailer magazines, as well as consumer titles such as Bowhunting World and Predator Xtreme.
Grand View Outdoors President/Publisher Derrick Nawrocki said, “It has been a very fulfilling three years of transforming a formerly super-sized exhibitor lounge and storage area into a room jam packed with many of the best bowhunting and hunting brands in the market today and some of the oldest and most prestigious brands around. Check out the brands tied to our set of Pavilion exhibitors — they truly speak for themselves.”
“We are very excited to be the presenting sponsor and ‘gathering place for all things hunt-
ing’ in the Archery Business & Hunting Retailer Pavilion at SHOT Show,” said Chris Paradise, Sr. Vice President, Mossy Oak Enterprise Brands. “Mossy Oak’s leadership position and commitment to the outdoor industry is further evident by our initiative for the hunting community to join us in the Pavilion as the place to be at this year’s SHOT Show and beyond!”
“Having an iconic brand such as Mossy Oak support the Archery Business & Hunting Retailer Pavilion is significant to the growth of the archery/ hunting segment at SHOT Show,” said Chris Tatulli, Senior Director, Exhibit & Sponsorship Sales, NSSF. “We are incredibly excited to have them participate.”
LOOKING AHEAD TO SHOT SHOW 2026
In addition to Mossy Oak, many companies booked their space in the 2026 Pavilion, including the three detailed
below. Check out what these company representatives have to say about showcasing their products at SHOT Show.
Jason Tennant — Senior Director of Sales, Seirus Innovation
“We are excited to be in the Archery Business & Hunting Retailer Pavilion this year. We design Seirus cold weather accessories to be quiet, functional and warm — all necessary when in a treestand or ground blind on a cold day. The Thick N Thin Shooter glove, Xtreme All Weather Glove and Heat Wave Glove Liner keep your hands warm while the patented Combo Clava, Fleece Knit Quick Clava and Dynamax Quick Headliner take the wind and cold off your head, face and neck.”
Todd Snader — Brand Manager, Pure Archery Group
“Over the past two years, having Pure Archery Group showcased in the SHOT Show’s Archery Pavilion has been a game-changer — putting our bows, crossbows and accessories directly in front of potential new and current dealers, media
and industry innovators in one place. The energy, qualified foot-traffic, and collaborative atmosphere have translated into meaningful partnerships and sales growth for us. If you’re serious about elevating your brand and strengthening the entire archery category, this is the place to be.”
Chris Lorenzo — Vice President & Brand General Manager, Muck Boots and Rocky Brands
“As SHOT Show continues to grow in the firearms and ammo market, the show organizers have not lost sight of the opportunity for outdoor, hunting and shooting sports brands. The Archery Business & Hunting Retailer Pavilion is a dedicated space supporting the outdoorsman and has proven to be a fruitful location for Muck Boots, building both brand awareness and cultivating business through orders with current and new retail partners.”
SETTING NEW BENCHMARKS
Regular visitors to SHOT Show have seen that it continues to grow annually, setting new benchmarks for industry innovation, collaboration and engagement. From an
expanded show floor and a record-high number of exhibitors, attendees experience tremendous networking opportunities and can see firsthand the products to consider stocking in their stores.
“The 2026 Archery Business & Hunting Retailer Pavilion features apparel, scents, treestands, blinds, packs, calls, food plot products, trail cameras, camping gear, binos, rangefinders, knives — basically anything that supports a bowhunter. If it belongs in a treestand or blind, it belongs in the Pavilion,” said Chris Dolnack, NSSF Senior Vice President & Chief Customer Officer. “By bringing these essential product categories into one space, our buyers that are interested in archery and bowhunting products can find them in one convenient location within the SHOT Show floor.”
YEAR-OVER-YEAR-OVER-YEAR GROWTH
Nawrocki said, “The addition of Mossy Oak helped send the growth of the Pavilion space over the top and opened the door to many others who had just not pulled to trigger yet on exhibiting in year one or year two, and for any others who held off we
simply might not have any space available in 2027.
“It is worth mentioning that many of the traditional and more modern firearms shop retailers, who are looking to expand their existing inventory with categories in the hunting, archery and general outdoor markets, are now able to see that segment in one area, which is one of the goals of this space — helping to make the SHOT Show as efficient and convenient as possible for buyers.”
“We’re pleased with the growth of the Pavilion and the opportunity that it presents for exhibitors and nearly 5,000 buyers who have intent to purchase archery, bowhunting and hunting products,” Dolnack said. “Since the 2022 SHOT Show, our post Show surveys revealed that 24 percent of the retail buyers had an interest in the archery and hunting categories as traditional firearm retailers look to expand their offerings.”
PAVILION RECAP
Presenting Sponsor: Mossy Oak Dates & Location for 2027: Jan. 19–22, 2027, at Caesars Forum in the Academy Ballroom, Las Vegas. It’s easy to find your
way to Caesars Forum, and specifically the Pavilion; it’s clearly marked on the SHOT Show overview map, and once you’re on the Show floor, you can’t miss all the signage pointing you in the right direction.
Exhibit Focus: A dedicated exhibit area featuring manufacturers and suppliers of archery and bowhunting products, along with related accessories.
Media Coverage: Extensive coverage by the editorial teams of Archery Business and Hunting Retailer, as well as additional promotion in SHOT Daily and other Grand View Outdoors publications, including Shooting Sports Retailer
Pavilion Size: The Pavilion features 16,000 net square feet of exhibit space and enclosed archery lanes to demonstrate new products for prospective buyers in Caesars Forum.
Who Can Attend: SHOT Show is a trade-only event for businesses, government entities and commercial buyers/sellers in the shooting, hunting, military and tactical in-
dustries; it is not open to the general public.
Organizer: National Shooting Sports Foundation (NSSF — The Firearm Industry Trade Association)
Limited Space: Exhibit space in the Pavilion is limited; first come, first served. Those who exhibit in 2026 will have first choice for space for 2027.
SHOT Show Facts: SHOT Show attracts attendees from around the world, including buyers, media and other industry professionals. The 2026 show covers more than 820,000 net square feet of exhibit space, featuring over 2,700 companies showcasing the latest in firearms, ammunition, hunting and shooting accessories, archery, outdoor apparel and much more.
BOOKING YOUR SPACE
Now’s the time to begin planning for the 2027 SHOT Show. For info on exhibiting in the Archery Business & Hunting Retailer Pavilion, visit www.shotshow.org/archeryexhibit. Booth assignments will be confirmed upon receipt of a completed application and initial deposit. Space is limited. For additional information about the 2027 SHOT Show, visit www.shotshow.org.
News FEED
Olympic Great Kim Rhode Receives the NSSF Ken Sedlecky Lifetime Achievement Award
Kim Rhode, one of the most decorated U.S. Olympic athletes and a lifelong ambassador for the shooting sports, has received the NSSF Ken Sedlecky Lifetime Achievement Award—the highest honor presented by NSSF, The Firearm Industry Trade Association.
Rhode was recognized as the recipient of the award at the NSSF Members Meeting during the firearm industry’s annual trade show, the SHOT Show.
“Kim Rhode has made unparalleled achievements as a shooting athlete in the Olympic Games and other elite competitions, and she has used her standing to promote the enjoyment and benefits of recreational shooting to all,” said NSSF President and CEO Joe Bartozzi. “We are proud of her success in competition and of her sportsmanship and goodwill—all of which have made her an icon in and beyond the firearms community. We’re pleased to present Kim with
the Ken Sedlecky Lifetime Achievement Award here at industry’s biggest event—the SHOT Show.”
The NSSF Ken Sedlecky Lifetime Achievement Award recognizes individuals who have distinguished themselves by their long-term commitment to the success of the industry and by their support of NSSF’s mission to promote, protect, and preserve hunting and the shooting sports.
“I’m honored to accept the Ken Sedlecky Lifetime Achievement Award from NSSF,” said Rhode. “This award represents so many of the ideals I try to uphold, such as celebrating the shooting sports, teaching youth and adults to enjoy our sports safely and responsibly, and making the most of one’s abilities. In addition to my appreciation for this recognition, I want to thank NSSF for its many programs that help grow participation in the shooting sports and hunting. Some of these programs have helped develop new generations of Olympic medal winners for the United States.”
Rhode stepped onto the Olympic medal podium for the first time at age 17, winning the gold medal in double trap at the 1996 Atlanta Olympic Games. That achievement sparked an extraordinary run of success. Over three decades, Rhode would compete in six consecutive Olympic Games, earning six medals—three gold, one silver, and two bronze. Rhode became the first American athlete in any individual sport to medal across six Olympics, and she remains the only American athlete to have competed at the Olympic level in all three shotgun disciplines: international double trap, international skeet, and bunker trap.
After the Olympics eliminated the double trap competition, Rhode, undeterred, transitioned to skeet shooting
and won additional medals, including a gold at the 2012 London Games where her performance equaled the world record. On top of her Olympic shooting success, Rhode has captured 15 U.S. National Championships and more than 50 international medals earned across five continents, including World Cups, World Championships, World Cup Finals, and Pan American Games.
Away from competition, Rhode’s contributions to recreational shooting, with emphasis on helping youth and women get started, are extensive. She serves as a vice president of the International Shooting Sport Federation, is a board member of USA Shooting, and sits on the executive board of the Kids & Clays Foundation, a shooting-based philanthropic organization that has raised millions of dollars to support families with seriously ill children. She also has been a firearm safety advocate, notably in collaboration with NSSF’s Project ChildSafe program.
To Rhode, these roles are not positions, but responsibilities. “They are an extension of my belief that the shooting sports should strengthen communities as much as they produce champions,” she said.
Rhode hasn’t given up her quest to add a seventh Olympic medal to her wall. She is pursuing qualification for the Los Angeles 2028 Olympic Games. She also has a role in supporting cooperation between the International Shooting Sport Federation and the LA 2028 Olympic movement, working to ensure Olympic shooting sports are well represented, understood, and positioned for the future.
The NSSF achievement award’s namesake, Ken Sedlecky, had a long career at Smith & Wesson, was inducted into the National Skeet Shooting Hall of Fame, and was known for mentoring new youth and adult target shooters.
Staccato Introduces Upgraded Platform
Staccato 2011, the creator of the 2011 pistol platform, used the 2026 SHOT Show to launch the Staccato HD C4X, a compact carry model intended to further Staccato’s mission to deliver duty-proven, precision-built pistols trusted by professionals and responsibly armed citizens alike. Featuring a four-inch barrel, the Staccato HD C4X was co-developed with an elite law-enforcement special-surveillance team to ensure it is duty-ready while incorporating customer-driven design elements that make it well-suited for personal carry and everyday protection. Key features include ambidextrous controls, a 15-round capacity, Glock-pattern magazine compatibility, and Staccato’s HD HOST optic-mounting system. The HD C4X will be available in three configurations. SRP: starts at $3,499.
“The Staccato HD line continues to evolve based on real-world use and direct feedback from professionals and
customers,” says Paul Smith, Staccato’s vice president of product at Staccato. “With the Staccato HD C4X, we set out to create a compact, versatile pistol that can confidently be carried on duty, for personal protection, or both. This platform reflects our commitment to giving customers a high-performance option they can trust in any situation.”
The brand also introduced the Staccato Training Group (STG), an elite training program with a mission to elevate shooting and tactical proficiency for professionals and tactical enthusiasts through comprehensive live and online education. STG brings together some of the most experienced and respected shooting and tactical instructors in the United States to provide real-world, performance-driven instruction rooted in proven experience. STG will be led by Staccato’s newly appointed vice president of training and competition, Max Michel, one of the world’s top pistol shooters for nearly three decades. Joining Michel in creating and leading STG’s program will be a distinguished team of world-renowned instructors—including KC Eusebio, Randy Tweedy, Chris Palmer, Erik Wollen—and a select group of elite law enforcement and special operations professionals.
“Training is the foundation of performance, confidence, and responsibility for any tactical professional or enthusiast,” says Michel. “The Staccato Training Group represents a new standard by bringing together elite instructors, real-world experience, and purpose-built programs to help attendees hone their skills and perform at the highest level.”
STG will launch a professional certification program in spring 2026 to certify U.S.-based professional and tactical instructors under a unified standard. The program will expand customer access to local, certified instruction, helping shooters get the most out of their Staccato pistols. Booth #12211 staccato2011.com
The Future of Moisture Removal is Here
Pioneering a new category of moisture management for gear and equipment, DRYOUT is a groundbreaking new advanced materials brand that offers a way to more effectively protect and rescue critical gear after exposure to the elements. DRYOUT technology helps protect everything from electronics, cell phones, tablets, earbuds, and battery packs to photo/video gear, firearms, optics, night-vision goggles, drone controllers, ammunition, medical devices, tools, and more. It provides active moisture protection during enclosed storage and carry, including use in cases, bags, pouches, packs, and similar items.
Available in a wide range of consumer and military products later this spring, DRYOUT technology is a patented, super-absorbent layered construction that is engineered into a range of different types of storage and carry solutions. Its unique pairing of materials results in unprecedented ability to actively pull and trap moisture at a higher rate of speed than traditional desiccants.
“Moisture is one of the most persistent and expensive threats to mis-
sion-critical gear, whether that mission is outdoor adventure, hunting, traveling, military, aerospace, or just daily life with electronic devices,” says Romney Williams, CEO of DRYOUT. “Until now, there hasn’t been an electricityfree moisture-management solution this powerful, reusable, or versatile.”
Using its proprietary dual-action technology, DRYOUT actively pulls and traps moisture, holding it away from gear. The trapped moisture can later be released from the DRYOUT material, so it can be reused indefinitely to defend equipment from rust, corrosion, condensation, fogging, ingress, and electrical failure. This powerful performance is achieved by DRYOUT’s advanced design, which combines a moisture-wicking nylon exterior with a patented core of moisture absorption materials to create a layered construction where each layer plays a critical role in working together to move and manage moisture.
A 6x12-inch DRYOUT panel (roughly the amount used to protect gear the size of a tablet, handgun, or a VR headset) absorbs up to 3,400 times more moisture than a silica gel packet
Springfield Armory Rolls Out Gear Pac
Springfield Armory recently introduced a new concept in one-stop shopping—the Gear Pac. The Gear Pac is offered with the company’s most popular handgun models, and each comes with four total magazines, a Viridian RFX11 green-dot optic, and a premium pistol bag—all of which add up to a total value of up to $375. Available models include Hellcat, Echelon, 1911, and 1911 DS Series of handguns. All optics are mounted and ready for the range. Gear Pac SKUs are permanent catalog offerings with no redemption necessary, providing instant value for customers.
(what most people call to mind when they think of desiccants). It is also more effective than a silica gel canister or a plug-in dehumidifier.
DRYOUT is easily reset for repeat use in as little as 30 minutes by exposing it to sunlight, controlled heat, or airflow, thereby reducing waste and total cost of ownership. DRYOUT partners with consumer brands, OEMs, Tier 1 government suppliers, and government and defense agencies that require high-reliability solutions. DRYOUT also offers a collaborative design, development, and production service to enable partners to ideate, test, and bring DRYOUT-enabled products to market fast and efficiently. Booth #75119 dryout.com
Each Gear Pac handgun comes with a factory-installed Viridian RFX11 green-dot sight for fast, intuitive aiming. With an SRP of $229.99, the RFX11 offers a rugged yet lightweight design with IPX4 water-resistance and a high-strength polymer housing. The reflex optic features Instant-On technology with an ambient light sensor and auto shut off to protect battery life. The unit is rated for 30,000 hours of run time off of the included CR2032 battery. The result is a compact yet capable defensive green-dot for the opticsready pistol of your choice.
To securely hold and protect your optics-equipped Springfield pistol as well as the included four magazines, the Gear Pac’s premium pistol bag gives you a high-quality, heavy-duty nylon zippered case that has storage compartments for your gun and gear.
“Gear Pac offers firearms enthusiasts an opportunity to gain even more value with their purchase,” says Drew Herbst, Springfield Armory’s national sales and law enforcement manager. “The addition of a factory-mounted optic as well as four total magazines and a bag for carrying it all makes this an unbeatable deal.”
Booth #11217
springfield-armory.com
First Shot NSSF Governors’ Forum Held at SHOT
NSSF hosted the fifth annual Governors’ Forum at the 2026 SHOT Show Wednesday. The governors who attended were (in alphabetical order of their states): Arkansas, Governor Sarah Huckabee Sanders; Idaho, Governor Brad Little; Montana, Governor Greg Gianforte; Nebraska, Governor Jim Pillen; Nevada, Governor Joe Lombardo; South Dakota, Governor Larry Rhoden; and Wyoming, Governor Mark Gordon.
This year’s forum was moderated by Shermichael Singleton, an American political strategist, writer, and political commentator who is also the co-founder of WeTheFree.com. Singleton led a discussion of the importance of the firearm industry to the governors’ respective states, the legislative landscape, and what can and should be done to protect the industry from gun control special interests threatening the firearm and ammunition industry and Second Amendment rights.
“These governors are the leading voices for protecting Second Amendment rights and the firearm and ammunition industry that provides the means for Americans to lawfully exercise those rights,” said Lawrence G. Keane, NSSF Senior Vice President and General Counsel, in his opening remarks. “NSSF’s Governors’ Forum provides a unique opportunity for SHOT Show attendees and industry media to hear directly from those governors. ”
Before the governors took their seats on the stage Keane announced a special guest: White House counsel David Warrington. Warrington greeted the crowd and said, “Protecting
the Second Amendment is very important to President Trump.”
He then said the Department of Justice had just set up a special division dedicated to protecting Second Amendment rights and closed by saying, “We [the Trump Administration] are all Second Amendment people, and we are all in on protecting the Second Amendment.”
Much of the ensuing hour concentrated on the efforts by the assembled governors to protect the Second Amendment rights of the citizens of their states and their efforts to encourage shooting industry companies to create or relocate businesses in their respective states. The governors agreed that their states are attractive to this industry because of three key reasons: tax relief, less regulation, and efforts to supply these manufacturers with a skilled workforce, the latter of which is vital to the production of
firearms, ammo, and shooting accessories. Governor Little noted that workers with the required technical skills are crucial to the success of these companies. “If we give them the labor force they need, they will thrive.”
Another topic was overreaching federal legislation, and the governors agreed that the erosion of power from the states to the federal government needs to be curtailed. As Governor Gianforte said, “We have something very precious in this country, and it needs to be protected.”
And though the industry is currently enjoying an administration in Washington that supports the Second Amendment and the firearms industry, the industry should not take that support for granted, especially considering 2026 is a congressional election year. “This is the time to swing for the fences,” said Governor Little, “to protect the rights that we enjoy.”
Warne Introduces New Vapor Bipod
The new Vapor bipod features all-aluminum construction with steel hardware to ensure rock-solid performance. It comes in two configurations for mounting to a Picatinny rail or directly to any M-LOK interface. The legs boast eight height positions that provide over three inches of height adjustment and can be locked in 0 degrees, 90 degrees, and 180 degrees, making the bipod easily reversible. The bipod has 50 degrees of total cant that is smoothly controlled by an oversized tension knob.
The bipod also has an overall height range of 7.1 to 10.5 inches, featuring a tough but attractive matte black anodized finish. The bipod comes with sleek rubber feet,
but the legs can also use Atlas-style feet, if the shooter prefers other designs.
“In the past, shooters have had to choose between budget-friendly accessories and true, uncompromising strength. We've closed that gap,” says Victor Ianciuc, Warne’s director of operations. “This new design delivers
The First Shot tradition at the SHOT Show Industry Day at the Range honors one individual with the ceremonial opening shot to start the day. The 2026 sponsor of First Shot was Steyr Arms (Booth #11350), and at this year's event Christian Craighead, a decorated veteran of 22 SAS, the British Army’s Special Mission Unit, had the honor of firing the first shot by using the new Steyr Arms ATc Rock 5”.
The ATc Rock 5” features a precision-engineered frame, extended barrel, and adjustable sights delivering exceptional accuracy, reduced recoil, and rapid target acquisition under pressure. More than a competition pistol, it represents Steyr Arms’ dedication to innovation and performance, empowering IPSC shooters to perform and compete at their highest level.
In honor of the First Shot, Industry Day at the Range will make a donation to the Silent Warrior Foundation. The Silent Warrior Foundation (silentwarriorfoundation.com) is a 100-percent volunteer-run organization that supports U.S. Special Operations Forces veterans and their families. Its mission is to provide access to emergency assistance, mental health services, education, and scholarships.
“Christian’s distinguished career speaks to his leadership and courage, and it was an honor to have him fire the First Shot,” said Kelsey Puryear, Industry Day at the Range co-owner and manager. “We couldn’t ask for a better start to Industry Day at the Range as we kick off a great week for the industry in Las Vegas.”
the rugged, rock-solid stability Warne is known for, at a price point that truly disrupts the industry. It's a testament to our engineering and our commitment to giving every shooter the best possible gear, regardless of their budget.”
SRP: $99.99.
Booth #20505 warnescopemounts.com
From the first sparks in 1526 to today’s state-of-the-art factory, Beretta celebrates 500 years of passion, precision, and perseverance. Five centuries of craftsmanship have forged a legacy and the next chapter has only just begun.
SCENES FROM THE SHOW FLOOR
SCENES FROM THE SHOW FLOOR
THE FUTURE OF SHORT RANGE RECONNAISSANCE
Born from American ingenuity and built for today’s battlefield, the Black Widow™ is a symbol of U.S. strength, innovation, and resilience. Designed and manufactured in the USA, it delivers short-range reconnaissance capabilities to the U.S. Army and coalition partners worldwide. By providing real-time, actionable intelligence, the Black Widow™ helps protect soldiers and enhance mission success.
LEARN MORE :
SCENES FROM THE SHOW FLOOR
SCENES FROM THE SHOW FLOOR
Pavilion
SCENES FROM THE SHOW FLOOR
LAW ENFORCEMENT TRENDS IN
Performance and safety remain
top of mind.
by Michael D. Faw
The SHOT Show offers manufacturers that specialize in military and law enforcement products the means to connect their wares to their end users. This is an arena of constant change and innovation where technology is making a lasting impact. Here’s a look at some of the products you’ll see at this year’s SHOT Show.
ENFORCEMENT
FIREARMS AND AMMUNITION
Springfield Armory has introduced several new semi-auto pistols, including versions of the 1911 Operator AOS Threaded handgun. Features include a forged carbon-steel frame, VZ G10 grips, 5.75-inch stainless-steel barrel threaded and chambered in .45 ACP, an opticsready slide, and two magazines. The frame and slide of one model of the 1911 Operator is tungsten-gray Cerakoted; similar black, coyote tan, and OD green models are available. The pistol has a tritium front sight and black serrated rear sight.
Another option for backup carriers is the new Hellcat in .380 Auto. Booth #11217
For LE departments that still issue revolvers, and for officers who may carry one for back-up, Beretta USA offers the Manurhin .357 Magnum revolvers. These elite revolvers are actually manufactured in France by Chapuis Armes and were originally developed for elite French counterterrorism and law enforcement units. Several versions of the MR73 revolver are available with barrels ranging from 3 to 8 inches long. The MR73 revolver has a double-action trigger and is built with forged ordnance-certified steel, has cold hammer-forged barrels, and is cut via precision-machined fiveaxis CNC technology. Each gun is hand-fitted and hand-polished by master gunsmiths to exacting standards. Booth #13227
Barrett Firearms Manufacturing is well known for big-bore .50-caliber longrange options, but the company also offers AR rifles, including the re-released REC7 DI. This semi-auto direct-impingement rifle weighs approximately 6.5 pounds, is chambered in 5.56 NATO, comes with a 30-round magazine, and has an overall length of 33 inches. An 18-inch suppressor is available. The upper and lower receivers are machined from 7075-T6 aluminum, and all aluminum components are coated in Type 3 hardcoat anodizing. Other top features are a coldhammer-forged chrome-lined barrel, Magpul furniture, ALG QMS trigger, and an extended slimline Barrett handguard with M-LOK accessory mounting slots. A full-length rail on top can hold many accessories, and the rifle is suppressor ready. Booth #10344
Although the Wild West was the stage for early versions of the lever-action rifle, today it seems some LE departments have taken another look at this long gun. Henry Repeating Arms offers an option with a lever—the SPD HUSH series. This suppressor-ready rifle has a tip-threaded match-grade 416R stainless-steel barrel wrapped in a tension-loaded roll of carbon fiber. The M-LOK compatible forearm is made with skeletonized aluminum to create a slim profile and reduce overall weight, and the receiver has a mounted Picatinny rail. Available calibers include .357 Mag., .44 Mag., .30-30 Win., and .45-70 Govt. Booth #72605
O. F. Mossberg & Sons has made numerous upgrades to the MVP Professional Series firearms, which include rifles and shotguns. The various MVP Patrol rifles will now accommodate standard AR-rifle magazines and offered calibers include 5.56 NATO, 300 AAC Blackout, and 7.62 NATO. The rifles feature adjustable triggers, over-sized bolt handles, Picatinny rails, fiber-optic sights, and Cerakote tungsten finishes to enhance durability. The Mossberg 590A1 12-gauge shotgun in the Professional line is available with either 20-inch, 18.5-inch, or 14-inch thick-walled barrels, durable rear metal Ghost Ring sights, adapter plates for sight installation, optional finishes, and Magpul MOE forends. Available models will hold nine, seven, or six shotshells. Booth #12832
Although Smith & Wesson offers more than two dozen M&P AR rifles to the civilian market, the company also offers four versions of the full-auto (select fire) M&P rifle to the LE community—the M&P4. These rifles feature a carry handle similar to the original military M-16 rifles, push 5.56 NATO ammo through a chrome-lined barrel, and arrive with a 30-round magazine and a standard A2 (birdcage) removable flash suppressor. Unlike the battle-proven M-16, the carry handle on the M&P4 rifles can be removed, if desired, to provide access to a Picatinny rail for sights or optics mounting. These rifles also have an ejection port dust cover and will accommodate a grenade launcher. These are available only to military and law enforcement personnel and feature 11.5-inch and 14-inch barrels and forends with or without quad rails. Booth #12427
WATCHTOWER Defense, a veteran-owned firearm manufacturing company, has released the Apache Commander—a double-stack 1911-style pistol chambered in 9x19mm. The compact profile of the Apache Commander permits a faster holster draw and easier concealment. Among the pistol’s features are an opticsready plate cut, aggressive slide serrations, tactical-profile grips, a flared double-stack magwell, a crisp trigger pull, and ambidextrous safety controls. The pistol has a stainless-steel frame and a 4.25-inch slide. The Apache Commander is coated with WATCHTOWER's proprietary saltwater- and rust-resistant coatings and is available with black or FDE finishes. This 9mm pistol weighs 2 pounds 4 ounces and arrives with two 17-round magazines, a pistol case, and pistol lock.
Booth #72226
SIM-X Ammo offers precision engineered and rigorously tested handgun ammunition that combines higher velocities, reduced recoil, and improved penetration control while utilizing a completely lead-free projectile. Many loads provide velocity more than twice that over standard ammunition. Being lead-free also reduces the costs associated with range cleaning. Defense (9mm, .40 S&W, and .45 ACP) and range loads are offered. The polymer core is lighter than conventional bullet lead cores and a 9mm SIM-X DefenseCore round exits the barrel at 2,250 fps while offering up to 40 percent less recoil. Booth #43348
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.
A BETTER VIEW
The optics options for firearms continues to grow. Compact riflescopes, improved reticles, red dots, built-in rangefinders, and lasers lead the optical expansion.
Leupold now offers five versions of the Mark 5 HD 2-10X30mm professional-grade tactical riflescope with a 35mm main tube. Designed for tactical carbines, there are multiple precision adjustment dials available as MIL or MOA adjustments. These riflescopes have an illuminated FFP reticle, ZeroLock secure adjustment, and incorporate Motion Sensor Technology (MST) in a 5:1 zoom ratio. Booth #12421
The GPO Centuri is a compact 4-16X44 MIL FFP riflescope with a unique red-illuminated horseshoe within a standard mil-dot reticle. This riflescope is 9.9 inches long, weighs only 20 ounces, and utilizes GPO coatings and double HD high-transmission glass. Other features are locking milliradian turrets, a third turret for parallax adjustment, and a magnification throw lever. Booth #11053
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.
Meprolight offers the MVO 3-18x44 FFP M3, MRAD riflescope with a 34mm tube and first-focal plane views. Other features are push-pull optical turrets and an extended lever that can be added to the adjustment ring and set in place with a screw. This riflescope uses German SCHOTT glass, has multi-coated lenses, can handle recoil up to the .338 Lapua Magnum, and can be user set for a red or green illuminated-grid reticle pattern. Booth #20039
The 7 Conquer 3-18X50mm riflescope with first focal plane
glass from Riton Optics utilizes a 34mm tube. A top feature is a red illuminated longrange reticle that offers six ranges of illumination for user-adjusted preferences in low to bright light conditions. Built from 6061-T6 aluminum, the scope also features Riton’s patent-pending Dual Throw Lever System that permits switching magnification levels rapidly and at multiple locations and heights. Booth #72253
Find the latest and greatest hunting and shooting news, stories, pro tips and strategies to increase your success in the field.
NON-LETHAL OPTIONS
Non-lethal “gas-‘em-into-control” options are rapidly expanding. Many of the options help keep crowds or target persons well beyond arm’s length.
Byrna Technologies offers pepper and CS gas rounds for crowd and complaint control, plus a wide range of training rounds and eco-kinetic rounds. An innovative 12-gauge Kinetic lead slug round can be manually run (no powder charge is inside) in a standard 12-gauge pump shotgun and will quietly range to approximately 100 feet, thanks to a patented Fin-Tail. This manufacturer also offers TCR short rifles with a 19-round magazine, several pistols, defense sprays, and more. Booth #15253
PepperBall brings to market several nonlethal compliance solutions, including VXR Live-X and Live-MAXX projectiles of pepper gas that can range out to 150 feet. The round exits a high-pressure specially designed launcher or can be utilized in several available pistols. Tactical users can lay down a cloud of gas when the subject targets are a considerable distance away. The compact, no-recoil VKS PRO PLUS semi-auto launcher mirrors the AK-15 platform. It features a lightweight carbon-fiber tank and uses a reflex sight. Booth #72205
(FFP) HD
J&N Tactical’s DRACO gas delivery system is a multi-use tool designed specifically for the safe delivery of command-initiated baffled chemical grenades (indoor-safe) and CTS 7290M NFDDs (noise flash diversion devices) into a hostile environment, including hardened structures and/or vehicles. The spike-studded four-sided metal breaching device head can ram through walls with ease when attached to the front of an armored car or other LE vehicle. Upon reaching the desired location, the unit will deploy up to eight canisters of gas (operator engages via multiple switches) and a fan blows those elements into homes or buildings. Hardware and cables are available for installation on vehicles. A smaller breaching head can be attached to LE robots. The company also produces a wide range of short and long bang sticks to deliver gas and help protect LE officers. Booth #31501
MORE ON-THE-MOVE GEAR
Although the average person thinks LE officers just patrol around in cars all day and night, fact is every officer must often get out and start moving via LPCs—Leather Personnel Carriers (a.k.a.) footwear. For LE officers and military persons on the move, LOWA offers a wide range of footwear including the Zicon GTX that’s offered in a Hi-, Midand Low-cut boot that combines the comfort of an athletic shoe with the support of a work boot. Top features include a slip-resistant covert sole, LOWA’s DYNAPU midsole to increase wearer comfort, a waterproof GORE-TEX Professional liner to protect against moisture, and leather exterior with Rayflect technology to reflect solar radiation and keep feet cooler. These boots are ESD compliant to prevent electrostatic discharges and have abrasionresistant outsoles that also resist oil and fuel damage. The ZICON can accommodate an optional orthopedic insole to ensure a proper fit. Booth #10162
LE and military personnel on the move might consider Pelican’s V525 Vault Rolling Case hard-side luggage that is dust-, crush-, and waterproof and provides steel combination locks and hinges that are e-coated. This case meets airline carry-on luggage specifications and has a retractable extension trolley handle. Also of note are new Reset panels that will fit inside numerous standard models of Pelican hard cases. The Reset system permits removal of foam plugs for custom design of an interior to accommodate firearms and other gear. Booth #13255
Electric bike technology continues to evolve, and this is now becoming a rapidly growing market. QuietKat’s Patrol 10 is a 65-pound eBike that will reach a top speed of 28 mph. It offers an optional siren, PA system, and blue/ red lights packages. Along with the wider fat tires, the bike has coil suspension forks, up to nine shiftable gears, and a dropper suspension seat post. The post is topped with a wider seat that provides more cushion and comfort to the rider. The Patrol 10 can be charged via a solar panel, vehicle cigarette lighter plug-in, or a battery charger. The low-maintenance hub motor generates 1,000 watts of pedal and throttle support for the rider. Booth #10518
ACCESSORIES THAT PERFORM
Kestrel’s 5700X WEZ Weather Meter With Applied Ballistics gives the user the ability to guide decisions on weapon systems, ammo, and shooting skills to maximize their hit percentage. Provided information on the screen includes battery life, air temperature, a digital compass, date and time, and much more. The program works with a wide range of riflescopes.
Booth #14856
Nightstick’s TWM-30-GL is a full-size duty light that features a 1,200-lumen LED with a 228meter beam distance as well as a daytime-visible green laser. The unit can be programmed to strobe and has battery-safe modes. Nightstick also has a handheld rechargeable USB Barrage Tactical Flashlight that can be charged via a USB port and puts out 1,100 lumens to help see through tinted windows. The light can be adjusted down to a pinpoint beam and provides high/med/low power plus strobe. Booth #14054
Another patrol light option is NEXTORCH’s new P91 DualSwitch flashlight with an output of 5,000 lumens. The P91 has a nanoceramic strike bezel and concealed USB-C charging port. This light delivers five distinct output levels and has a dedicated strobe option. The exterior housing is aerospacegrade aluminum housing. The construction provides an IPX7 waterproof rating, making the P91 submersible to depths of up to three feet. When fully charged, the light casts a beam of light up to 328 yards. Booth #40716
“ARK ANSAS WENT A CENTURY WITHOUT A FATAL BEAR ATTACK. IN THE LAST MONTH, IT’S HAD TWO.”
“Most of those attacks were predatory rather than defensive. The authors also noted that a bla bear had never killed a pe -In an article from the Back
EVERY SECOND MATTERS!
The innovative Orange Screw ground anchors from Nite Ize ensure reliable anchoring in virtually any terrain and are a durable alternative to traditional tent stakes and anchoring devices. These anchors are available in two sizes: 12.25 inches for tents, canopies, and heavy-duty gear, and 9.5 inches for smaller tents, tarps, and lighter gear.
Booth #42157
Far too many duty holsters sacrifice either speed or security, potentially putting lives at risk.
The MFT Guardian Taser 10 Duty Holster eliminates the need for that compromise without impeding a master grip. The instinctive locking system auto reset offers consistent re-holstering, giving officers the confidence they need while on duty.
Booth #14943
Holsters play a key role in fire arms control while on patrol.
Safariland’s Ballast Holster is a smaller and trimmer V-holster with a textured ALS locking lug and inte grated optics cover. A redesigned and cantable UBL belt mount sup ports 15-degree forward or rearward angles or a vertical alignment for maximum comfort and an efficient draw stroke. A new flexible thin strip over the trigger guard area also blocks debris from falling into the holster yet does not impede drawing. The more-open bottom design of the Ballast also reduces debris buildup inside the holster while a large holster pad against the body helps prevent wearer hotspots. This holster is compatible with all Safariland three-hole holster mounts. Booth #11268
game wardens—TiCK MiTT provides a soft over-the-hand mitt that works like Velcro to remove ticks when wiped across clothing and the body. It’s reusable and can be recharged by placing the mitt into a dryer.
The Nakatomi Special Shoulder Holster 1911 from 1791 Gunleather is designed to securely hold most 1911 pistols. The Nakatomi is crafted from 100-percent American heavy leather and will accommodate pistols with rear and red dot sights. The holster also has secure belt loop straps and two magazine carriers that can be adjusted for horizontal or vertical carry. Options also include black or brown colors. Booth #75207
Booth #42139
To help LE officers and military members stay more organized for court and better able to gather evidence in the field, Tactical Notebook Covers offers a wide range of notebook/tactical binder mil-spec covers and accessories as well as detachable cellphone and pen pouches and other items. There are also several uniform-detachable military items, including a friend or foe patch. Booth #30407
Smooth Running. Burns Cleaner. Tighter Groups.
American Lever Range Ammunition
The Winchester legacy continues with American Lever™ Range, a product designed for the lever gun enthusiast. Tailored with loads designed for and proven in lever guns, Winchester ensures the guns that won the west continue to win on the range.
+ Bullet profiles optimized for sure feeding, fast cycling & superior on target performance + + Modern propellants reduce barrel & action fouling + + Uniform powder charges and precision-built bullets deliver shot-to-shot consistency +
PERFORMANCE WITHOUT COMPROMISE
by Corey Ritter
Nightstick professional lighting products push the envelope in tactical illumination.
Inhigh-stakes, low-visibility operations, from a search-and-rescue operation in a smoke-filled building to a homeowner investigating a bump in the night, your handheld or weapon-mounted light becomes a lifeline. But for too long, professional-grade tactical lighting has been either prohibitively expensive or forced users to compromise on essential functionality.
Nightstick, a global leader in professional lighting, has largely eliminated that trade-off. By relentlessly pushing the envelope in tactical illumination, the company has delivered a wave of high-performance, high-intensity products designed for the demanding needs of first responders and military personnel, yet perfectly priced and engineered for the everyday civilian market, which has proven to be a fundamental reimagining of what dependable lighting products can do.
THE END OF COMPROMISE
For decades, most traditional lights have forced an unnecessary compromise, especially in tactical and law enforcement environments. A high-output spot beam delivers the distance needed to check perimeters and make positive IDs, but it creates tunnel vision and leaves your immediate area in shadow. A flood beam, on the other hand, provides a wide spill for navigation, searching, or writing, but lacks tactical reach.
Switching between the two, or carrying separate lights, is inefficient, clumsy, and sometimes dangerous. This forced compromise meant a police officer searching a warehouse might miss a hazard at their feet, or a farmer checking on his livestock or repairing a fence after a storm might struggle to see both the work area and identify potential ambient hazards or lingering predators.
Nightstick’s answer to the dilemma is their patented Dual-Light Technology, which combines a tightly focused forward beam (the spotlight) with a wide, downward-facing beam (the floodlight) in a single unit. It eliminates the need to carry multiple lights, allowing both beams to be used independently or simultaneously.
Many Nightstick models use a “dualfuel” system. This ensures that if the rechargeable battery is depleted, the user can swap in readily available disposable batteries.
Nightstick compact weapon lights for pistols feature ambidextrous and intuitive rear-facing toggle switches on each side of the light.
Imagine a patrol officer conducting a perimeter check: the high-intensity spotlight cuts through the darkness at 200 yards ahead, while the floodlight illuminates the immediate path to prevent a potentially disastrous trip or fall, or worse, missing evidence. The Dual-Light system drastically enhances situational awareness and personal safety. This powerful, real-world utility is why the technology has been rapidly adopted by law enforcement and fire rescue teams, and why it holds such tremendous value for homeowners and outdoor enthusiasts who refuse to settle for less than professional-grade handheld and weapon-mounted lighting products.
But a flashlight is only as reliable as its power source. To that end, Nightstick has invested heavily in ensuring its performance is matched by cuttingedge, convenient power systems. Recognizing that today’s users depend on constant connectivity, the company has championed USB-rechargeable battery systems across a vast portion of its tactical line.
Rechargeable lithium-ion packs offer massive operational savings and reduce environmental waste, but the real innovation lies in their practical adaptability. However, many of Nightstick’s most popular models, such as the powerful Dual-Light USB-588XL, which delivers a blinding 1,100-lumen spotlight, feature a unique “dual-fuel” system. This ensures that if the rechargeable battery is depleted, the user can instantly swap in readily available disposable batteries, keeping the light operational during critical operations without costly downtime.
For an officer working back-to-back shifts or a hunter deep in the backcountry, this flexibility is a game-changer. It means charging is as simple as plugging into a car charger, a laptop, or a power bank, bridging the gap between high-performance tactical gear and the convenience expected by the modern consumer.
PERFORMANCE MEETS PORTABILITY
Nightstick doesn’t chase lumen counts for the sake of marketing; it engineers lights to deliver tangible, high-intensity performance in the most brutal conditions. The company’s commitment to high-performance, high-intensity lighting is evident in its use of aircraft-grade aluminum, shatterproof lenses, and IPX7 waterproof ratings.
Take the aforementioned USB-588XL as an example. Weighing in at just over six ounces, this light is a study in purposeful engineering. It’s compact enough for everyday carry (EDC) but powerful enough to serve as a primary duty light as well, balancing a powerful spot beam for longdistance targeting with a generous flood beam to eliminate dark spots completely.
This focus on maximizing candela and runtime within a portable, durable chassis is what truly sets Nightstick apart. They deliver products built to meet stringent NFPA standards for fire safety, meaning the same quality trusted by departments worldwide is available for a civilian’s home-defense kit.
CONTINUED TRAINING AND TRUST
What truly elevates Nightstick above its competitors, however, is its deep-seated commitment that goes beyond the product itself. The company understands that the best gear is useless without proper training.
As Brian Whalen, channel marketing manager at Nightstick put it, “‘Life Depends on Light’ is more than our tagline. It’s our charge to the professionals who choose to carry us with them daily.” That sense of responsibility drives the company’s global commitment to training first responders and ensuring
they possess the knowledge and confidence to utilize their lighting tools effectively in real-world conditions.
Nightstick maintains a strong and active dedication to training first responders on a global level. This includes partnering with law enforcement
↑ Nightstick maintains an active dedication to training. This includes partnering with law enforcement agencies to provide hands-on instruction in how to effectively deploy their lighting systems, particularly weapon-mounted lights, in high-stress, dynamic environments.
↑ The company’s commitment to high-performance, high-intensity lighting is evident in its use of aircraft-grade aluminum, shatterproof lenses, and IPX7 waterproof ratings.
agencies to provide hands-on instruction in how to effectively deploy their advanced lighting systems, particularly weapon-mounted lights, in high-stress, dynamic environments.
Officers get hands-on experience operating Nightstick products in supervised and controlled scenarios that mimic the chaos of low-light entries, traffic stops, and tactical operations. These programs are designed to replicate real-world conditions, emphasizing the split-second decision-making and situational awareness needed in high-stress encounters to maximize effectiveness and safety.
Furthermore, Nightstick prioritizes flawless kit integration by collaborating directly with major holster manufacturers, ensuring that new, innovative lights fit securely into existing duty rigs, thereby eliminating a major point of contention for both individual users and procurement officers. This comprehensive approach of combining advanced technology with hands-on training and seamless equipment integration underscores Nightstick’s belief that true operational reliability is a function of both equipment quality and user proficiency.
OPTIMAL QUALITY AT AFFORDABLE PRICES
In an industry where the word “tactical” often translates to “overpriced,” Nightstick is a refreshing anomaly. The company operates on a model
that aligns optimal quality with market-leading affordability. “Everyone deserves equipment they can trust with their life, and that’s exactly the kind of product we’re building here,” says Whalen.
This balance of quality and affordability is arguably their most impactful contribution to both the professional and civilian markets. By engineering products that not only match but often outperform so-called premium competitors, Nightstick makes high-intensity lighting tools accessible to
those who need them most.
Whether it’s a rural police department equipping an entire patrol unit or a civilian purchasing a reliable, rechargeable flashlight for their truck, Nightstick ensures that pushing the envelope in technology doesn’t mean pushing essential safety tools out of reach. Instead, they’ve become the go-to solution for anyone who refuses to compromise on reliability, durability, or value.
Booth #14054 nightstick.com
FIREARM INDUSTRY JOBS
↑ Dual-Light Technology combines a tightly focused forward beam (the spotlight) with a wide, downward-facing beam (the floodlight) in a single unit.
NEWPRODUCTS
1 SILENT STEEL USA STREAMER
The Silent Steel USA Streamer is a next-generation FLOW-IQ technology suppressor, purpose-built to reduce gas blowback while maintaining exceptional sound suppression. Its innovative design directs gas forward, improving shooter comfort, especially on semi-automatic platforms and reducing wear on critical components. Lightweight, modular, and easy to clean, the Streamer combines rugged performance with advanced engineering, making it the ideal suppressor for modern tactical and recreational shooters alike. Suitable for precision shooting as well as full-auto rifle use. Available in 5.56, 7.62, and 9mm versions. SRP: $1,499.
Booth #11849 silentsteelusa.com
by slaton l . white
2 HORNADY LOCK-N-LOAD SONIC CLEANER 2L
The Hornady Lock-N-Load Sonic Cleaner 2L features an 80-watt ceramic heater that enhances cleaning action. The large two-liter stainless-steel tank holds up to 300 .223 cases or 150 .308 cases, driving efficiency and productivity. The cleaner’s 5- to 30-minute timer allows multiple cycle options, depending on the application.
SRP: $136.99.
Booth #12446 hornady.com
NEWPRODUCTS
3 SOG GAMBIT XL FIXED BLADE
Whether you’re breaking down animals or tackling outdoor cutting, chopping, and related tasks as they arise in the field, this is a blade that checks all the boxes. An oversized version of SOG’s famous Gambit fixed blade, the Gambit XL addresses a hunter's every need in one simple-to-use tool. Forged from CRYO AUS10A steel, the 4-four-inch blade boasts a bold black stonewashed finish, in addition to a paracord-wrapped handle and included Kydex sheath, making this karambit ideal for serving as an emergency utility in a survival situation—or for a defensive application, if the need should ever arise. SRP: $129.95.
Booth #12669 sogknives.com
4 TASMANIAN TIGER TT MODULAR COMBAT PACK
Based on the predecessor model, the TT Modular Combat Pack has a clean new look, optimized features, and MOLLE hook-and-loop lining in the main compartment for customized modular add-ons. Laser-cut MOLLE on the front and sides mean you can combine it with other gear. The shoulder straps can be adjusted in length in order to wear the backpack over vests. Other features include an ergonomically padded back with aluminum support elements and padded shoulder straps, detachable hip fins with zipped pockets, side compression, small inside mesh pockets, and two front pockets with zipped compartments. In addition, the pack is hydration-system compatible. Total volume is 22 liters split between the main pack (17 liters), the upper compartment (2 liters), and lower compartment (3 liters).
SRP: $259-$289.
Booth #20221 tasmaniantigerusa.com
KNOWLEDGE INDUSTRY CLOSE AT HAND
NSSF’s SHOT University™ Online is a onestop e-learning platform for firearms retailers and ranges. On-demand and free for NSSF® members, this new library of interactive online courses provides a deep-dive on critical topics ranging from compliance and regulatory issues to operational guidance and business improvement for both business owners and employees.
FOR RETAILERS:
• Planning for an ATF Inspection
• Standardizing Operating Procedures
• Inventory Management
• Notice of Revocation – Are You Prepared?
FOR RANGES:
• Road Map for Range Safety and Health
• Addressing Lead at Ranges
• Marketing Your Training Programs
• Membership Strategies – Lessons from the Fitness Industry
and more!
NEWPRODUCTS
5 AVIAN-X WEATHER-RESISTANT FLOATING GUN CASES
Compatible with most popular waterfowl shotguns, the 53-inch Deluxe Floating Gun Case delivers protection, convenience, and style. An adjustable, removable shoulder strap and heavy-duty carry handle make transport easy, while a spacious external zippered pocket keeps shells, eyewear, and other marsh-day essentials within reach. Finished with antique brass hardware and rugged canvas accents, this case is built to perform all season long. SRP: $109.99
Equally functional but a bit less flashy, the Standard Floating Gun Case also comes with an adjustable, removable shoulder strap and a heavy-duty carry handle. There is also a roomy, external accessory pocket. The case is finished with an EVA-molded muzzle cover and has a laminated polyester lining for added protection. SRP: $64.99. Booth #12669 avian-x.com
6 1791 GUNLEATHER NAKATOMI SPECIAL SHOULDER HOLSTER
Designed for those who demand versatility and durability and crafted from 100-percent American Heavy Native Steer hide, this premium holster is opticready, accommodating most rear-mounted red-dot sights with ease. Featuring secure belt-loop straps, a double magazine carrier with adjustable snaps, and options for horizontal or vertical carry, it’s available in three sizes. Choose between classic brown or stealth black for a stylish, rugged look. Backed by a lifetime warranty. SRP: $219.99
Booth #75207 1791gunleather.com
REFINED
WHEN EXPERIENCE EVOLVES INTO PERFECTION.
REFINED improves ergonomics across our first focal plane models:
Breakthrough Clean Technologies’ (BCT) Premium Suppressor Cleaner Kit provides an effortless suppressor cleaning process in a comprehensive kit that includes everything needed for thorough suppressor maintenance. Based on the effectiveness and the success of its cleaning solution, BCT’s Suppressor Cleaning Kit was developed to make the entire process of cleaning suppressors, muzzle brakes, and compensators easier and much more effective. The kit includes 16 ounces of suppressor cleaner solution, which was engineered to dissolve the toughest carbon deposits and fouling. Also included is a soaking tube, two specialized brushes, a retrieval tool, and an organized tool tray. SRP: $69.99.
Booth #13021 breakthroughclean.com
8 THE ORIGINAL MUCK BOOT COMPANY
XPLORER
Designed for outdoor enthusiasts who demand comfort, durability, and versatility, the Xplorer is engineered to handle trails, muck, and unpredictable terrain. Its rugged, self-cleaning outsole sheds debris to maintain excellent traction. In addition, a 5mm neoprene bootie, paired with Muck’s bioDEWIX Dry with NZYM technology (which uses natural, plant-based enzymes to break down odor-causing materials in sweat), keeps feet fresh even on the longest treks. The Maxfit Core BioLite footbed provides all-day cushioning while the breathable mesh lining with NZYM promotes air circulation and moisture management.
Six 6-inch boots are available: Black/Rock Ridge, Turkish/Brindle, Mossy Oak/Shadow Grass/Plaza Taupe, Mossy Oak Bottomland/Twill, Mossy Oak Elements Terra Gila/Covert Green, and Mossy Oak Full Foliage/Covert Green. SRP: $115-$120. The six 12-inch silhouettes include Black/Rock Ridge, Turkish Coffee/Brindle, Mossy Oak Shadow Grass/ Plaza Taupe, Mossy Oak Bottomland, Mossy Oak Elements/Terra Gila Elm, and Mossy Oak Full Foliage/Covert Green. SRP: $140-$150. Booth #80715 muckbootcompany.com
