DAY 1 DAY 1, JANUARY 23, 2024
GUNS 2024
MANUFACTURERS UP THEIR GAME
SMITH & WESSON’S NEW MODEL 1854 LEVER-ACTION RIFLE See page 4 for more info
54 L 18 DE O M
4 185 EL D MO
) ION DIT E ED MIT (LI
SMITH & WESSON MODEL 1854 LEVER ACTION FUSES TRADITION AND INNOVATION
FYI
ALIEN GEAR IS RESHAPING EVERYDAY CARRY
FIVE MINUTES WITH PARD’S VISION QUEST
See page 4 for more info
5.11:
TEAL DRONES:
HORNADY:
DAVIDSON’S:
“ALWAYS BE READY”
EYE IN THE SKY
THE COMPACT 22 ARC CARTRIDGE
EXCLUSIVE MOS GLOCK 19X
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Introducing the Model 1854 by Smith & Wesson® A triumph from over 170 years of craftsmanship. This lever-action rifle seamlessly melds precision engineering and timeless design with modern features, including M-LOK® slots* and an integrated rail for optics. Experience the perfect blend of heritage and innovation - experience Smith & Wesson Smooth.
smith-wesson.com *Available on select Model 1854 configurations. M-LOK is a registered trademark of Magpul Industries Corp.
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© 2023 Smith & Wesson Inc. All Rights Reserved
12/18/23 10:28 AM
EL RANGE 32 GROUNDBREAKINGLY LIGHT
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Contents
Day 1
FEA TURES
DAY 1
EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE GROUP MANAGING EDITOR w HILARY DYER ART DIRECTOR w TOD MOLINA
50 • AGAINST THE GRAIN By Brad Fitzpatrick
DAY 1, JANUARY 23, 2024
ADVERTISING SALES TEAM w DON HARRIS w TOBY SHAW w BRAD BISNETTE
GUNS 2024
MANUFACTURERS UP THEIR GAME
COLE PUBLISHING ADMINISTRATION
SMITH & WESSON’S NEW MODEL 1854 LEVER-ACTION RIFLE
PRESIDENT, COLE PUBLISHING w JEFF BRUSS PRESIDENT, GRAND VIEW OUTDOORS w DERRICK NAWROCKI
See page 4 for more info
54 L 18 DE MO
N) ITIO ED ED IMIT 4 (L 185 EL D MO
NSSF ADMINISTRATION
SMITH & WESSON MODEL 1854 LEVER ACTION FUSES TRADITION AND INNOVATION
FYI
ALIEN GEAR IS RESHAPING EVERYDAY CARRY
50
FIVE MINUTES WITH PARD’S VISION QUEST
See page 4 for more info
5.11:
TEAL DRONES:
HORNADY:
DAVIDSON’S:
“ALWAYS BE READY”
EYE IN THE SKY
THE COMPACT 22 ARC CARTRIDGE
EXCLUSIVE MOS GLOCK 19X
PRESIDENT & CEO w JOSEPH H. BARTOZZI SENIOR VICE PRESIDENT & CCO w CHRIS DOLNACK VICE PRESIDENT, MARKETING w BILL DUNN SENIOR VICE PRESIDENT FOR GOVERNMENT & PUBLIC AFFAIRS, ASSISTANT SECRETARY & GENERAL COUNSEL w LAWRENCE G. KEANE
58 • ONE LEAN MACHINE By Brian McCombie
VICE PRESIDENT, HUMAN RESOURCES & ADMINISTRATION w DEB KENNEY VICE PRESIDENT & CFO w JOHN SMITH
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12/26/23 2:12 PM
MANAGING DIRECTOR, MEMBER SERVICES w JOHN MCNAMARA
ON THE COVER Cover image by Smith & Wesson Smith & Wesson’s New Model 1854 Lever-Action Rifle
58
C O L U MNS 05 • DAILY UPDATE 24 • FIVE MINUTES WITH
66 • DRIVING THE TRAIN By Slaton L. White
SHOT BUSINESS is published six times a year: January/February, March/April, May/June, July/August, September/October, and November/December by COLE Publishing, Inc., 1720 Maple Lake Dam Road, Three Lakes, WI 54562 and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470-2359. All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Postage paid at Three Lakes, WI 54562 and at additional mailing offices. COLE Publishing is not responsible for researching or investigating the accuracy of the contents of stories published in this magazine. Readers are advised that the use of the information contained within this magazine is with the understanding that it is at their own risk. COLE Publishing assumes no liability for this information or its use. COLE Publishing assumes no responsibility for unsolicited editorial, photography, and art submissions. In addition, no Terms and Conditions agreements are recognized by COLE Publishing unless signed and returned by the Editor.
PARD
26 • FYI
D E P A R TM ENTS
POSTMASTER: Send address changes to: SHOT BUSINESS P.O. BOX 220, THREE LAKES, WI 54562.
28 • GUNS 2024
66
76 • NEW PRODUCTS 70 • 5.11 EMBODIES “ALWAYS BE READY” By Christopher Cogley
ADVERTISING: Advertising inquiries should be emailed to shotbusiness@colepublishing.com. No responsibility will be assumed for unsolicited materials. SHOT BUSINESS is a registered trademark of NSSF. Contents copyright ©2024 by NSSF. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher. MEMBER/SUBSCRIBER SERVICES: membership@nssf.org
70 2 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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COVER SPONSOR
THIS ISSUE’S COVER BROUGHT TO YOU BY:
MODEL 1854
MODEL 1854 (LIMITED EDITION)
THE MODEL 1854 LEVER ACTION Born from over 170 years of mastery, this lever-action rifle is not just a firearm; it’s a testament to Smith & Wesson’s commitment to innovation and precision. Introducing the Model 1854 by Smith & Wesson®. Crafted with meticulous attention to detail, the Model 1854 is a visual and functional masterpiece. The timeless lever-action mechanism, an icon in the world of firearms, is honored and evolved in this new release. However, it’s not just about tradition; it’s about elevating the shooting experience with modern enhancements. The inclusion of M-LOK® slots and an integrated rail for optics demonstrates a keen focus on meeting the needs of today’s discerning shooters. Consumer-led features like an oversized lever loop and a streamlined grip make this rifle practical in the field for hunting and recreational shooting. Most of all, Smith & Wesson placed an immense amount of emphasis on creating a smooth but durable action that would pay homage to the craftsmanship that can be found in their sought-after revolvers. In addition to the synthetic stock version, Smith & Wesson will be releasing two limited-edition variants as well. In a nod to the brand’s iconic status, the Model 1854 Limited Engraved Edition stands out as a collector’s dream. Limited to
just 100 units, this release is a rare opportunity to own a piece of history. The exclusivity is not just a number; it’s a guarantee that each rifle is a work of art, destined to be a cherished possession for its owner. The limited-edition bundle, featuring the equally iconic Smith & Wesson Model 29 Classic Revolver, adds another layer to this exceptional offering. The Model 29, with its rich history in law enforcement and Hollywood, complements the Model 1854, creating a duo that stands as a symbol of power, precision, and sophistication. The Model 1854 Limited Edition, with only 1854 units produced, stands as a testament to our pledge to provide our consumers with an unparalleled experience. Within its meticulously designed exterior lies not just a firearm but a precisely crafted artifact of history that you can proudly hold in your hands. The Model 1854 is an opportunity to own a piece of Smith & Wesson’s ongoing story, and to become part of the narrative that defines the brand. Celebrate this fusion of tradition and innovation and join a select group that appreciates the unparalleled quality and craftsmanship embodied in the Smith & Wesson Model 1854.
Booth #12427
(smith-wesson.com)
4 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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DAILY
UPDATE N E WS
❚
PR O MO T I O N S
❚
AWAR D S
❚
OU T R EA CH
Welcome to the 46th SHOT Show It’s my pleasure to welcome you to Las Vegas and the 46th SHOT Show. On behalf of NSSF—The Firearm Industry Trade Association and founder and owner of the SHOT Show—I want to say thank you for being here and for contributing to the show’s success. This is my 25th SHOT Show. I attended my first 20 shows as an exhibiting company representative, and for the last five years, I’ve been here in the service of NSSF and your industry. The SHOT Show really is an event like no other. Not only does it bring together every segment of our industry all under one roof, but it’s a chance to see everything (from more than 2,500 exhibitors!), forge new connections, strengthen your business, and reconnect with old friends. Not only that, but by being here you are helping to fuel your industry’s success. Your participation at the SHOT Show directly supports all that NSSF does to advocate on behalf of the industry in Washington, D.C., and in state capitals nationwide; provide compliance education and industry research; promote firearm safety; grow participation in target shooting and hunting; and much more. NSSF's mission is fueled by you— our members, exhibitors, and attendees. If you aren’t already, I encourage you to become an NSSF member. If you already are, I thank you. There is strength in numbers, and I’m proud to say our membership ranks continue to grow. While you’re here, please visit the NSSF booths—in The Venetian Expo as well as Caesars Forum—to learn more about membership, its benefits, and all that NSSF does on behalf of the industry. This week, the combined venue of The Venetian Expo and Caesars Forum will be our home. Each year, we listen to every point of feedback we receive to make continued improvements to the show experience, which you’ll notice in improved navigation, networking opportunities, lounges and seating areas, and more. Also, due to their popularity last year, we’re excited to again offer “SHOT After Dark” events, which will include a sponsored live-music performance on Tuesday as well as networking nights Wednesday and Thursday out on the Caesars Forum Plaza, all free for SHOT Show badge holders. An exciting new addition this year is the Archery Business Pavilion, located in Caesars Forum. This new section of the show provides a comprehensive look at everything from traditional archery equipment to cutting-edge technology in compound bows, trail cams, and other gear. The SHOT Show is designed to meet the needs of everyone in our industry—manufacturers, wholesalers, firearm retailers, shooting range operators, suppliers, media, and associated groups involved with hunting, shooting, conservation, and firearm safety. Law enforcement and armed forces representatives are here as well. Only at the SHOT Show will buyers see the largest collection of new products coming to market, access exclusive distributor deals, talk directly with manufacturers, learn about the latest compliance and regulatory issues, and absorb strategies for success in today’s changing business and political environment. I think of the SHOT Show as a celebration of this great industry. The show is about business, of course, but it’s also a week to celebrate our industry and our freedoms together. I personally also look forward to renewing the friendships I’ve developed over the years. I know many of you feel the same way. I know we’re all looking ahead to a successful year. At NSSF, our success, as well as our ability to serve our industry, depends on you because we couldn’t do all that we do without your participation at the SHOT Show. Have a great show!
Joe Bartozzi NSSF President and CEO
DAY 1, JANUARY 23, 2024 ❚ SHOT BUSINESS DAILY ❚ 5
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12/18/23 11:16 AM
DAILY UPDATE
KIDS & CLAYS RAISES RECORD AMOUNT FOR CRITICALLY ILL CHILDREN AND THEIR FAMILIES
W
hat started with a single sporting clays event more than a decade ago to help critically ill children and their families has grown into a leading national organization benefiting hundreds of thousands of families each year. In 2023, another milestone was reached as The Kids & Clays Foundation raised more than $3.5 million (net) from 44 events—a record for the organization. The Kids & Clays Foundation supports a national series of clay shooting events and one fishing tournament with proceeds benefiting participating Ronald McDonald House Charities Chapters (RMHC). Ronald McDonald Houses provide housing and other help to critically ill children and their families across the country. The National Shooting Sports Foundation (NSSF) has been a key sponsor and advocate of the Kids & Clays Foundation since its inception in 1999. They are leading sponsors of events in Connecticut, New York, and across the country.
6 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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BOOTH #13002
MADE DAY
MEET
CUSTOMIZE
SWAG
MINGLE
INTERACT
TUESDAY 1/23
THE TACTICAL GAMES ’24 UNDER ARMOUR ATHLETES IN BOOTH ALL DAY
CUSTOM T-SHIRT SCREEN PRINTING
GET YOUR HANDS ON FREEDOM SWAG
STOP BY FOR HAPPY HOUR FROM 3:30–5:30 P.M. & REGISTER FOR A CHANCE TO WIN A VOLCON E-BIKE
TAKE A PATCH, LEAVE A PATCH ON OUR PATCH WALL
FREEDOM DAY
MEET
CUSTOMIZE
SWAG
MINGLE
PURPLE HEART RECIPIENTS: J.P. LANE & SPENCER MILO
CUSTOM T-SHIRT SCREEN PRINTING
GET YOUR HANDS ON FREEDOM SWAG
STOP BY FOR HAPPY HOUR FROM 3:30–5:30 P.M. & REGISTER FOR A CHANCE TO WIN A VOLCON E-BIKE
WEDNESDAY 1/24
Day1 Full Pages.indd 7 23UAR21964 - SHOT Show Print Ad_Final.indd 1
(Limited to first 250 people)
(Limited to first 250 people)
12/18/23 10:32 AM 11/30/23 9:20 AM
DAILY UPDATE
“When you support Kids & Clays, you are helping children and their families at a time when they need it the most,” said Chris Dolnack, NSSF senior vice-president and CMO. “This is simply a cause we must support and encourage all companies to get involved. Every dollar donated to Kids & Clays, whether it be cash or product, makes a great difference in the lives of many.” Founded in 1999 by McDonald owner-operators Glenn and Kathy Lubeznik from Michigan City, Indiana, the first Kids & Clays Foundation/ RMHC event raised $15,800 for the RMHC of Chicagoland & Northwest Indiana Chapter. To date, the foundation has raised more than $33 million (net) to help critically ill children and their families. “Kids & Clays success and its subsequent
support of Ronald McDonald Houses is made possible by the incredible help of dozens of key companies and individuals within our outdoor community,” said Todd Kemmerer, president of Kids & Clays. “Our events are proof about how shooting enthusiasts are making a large difference in the lives of families from coast to coast. We can’t thank the outdoor community enough.” In addition to NSSF, sponsors at the 2024 SHOT Show include Alps Outdoorz (Booth #72204), Baron Engraving and Design (Booth #12801), Browning (Booth #10938), Federal Ammunition (Booth #11838), Mossberg (Booth #12832), Ruger (Booth #72327), Savage Arms (Booth #12821), and Winchester (Booth #11828).
Sporting clays events help the Kids &
(kidsandclays.com)
Clays Foundation fulfill its mission.
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8 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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DAILY UPDATE
DAVIDSON’S OFFERS AN EXCLUSIVE MOS GLOCK 19X PACKAGE Davidson’s is known for offering exclusive products to its dealers. The latest Davidson’s Exclusive is the first 9mm GLOCK MOS 19X with a threaded barrel. This G19X MOS (modular optics system) has a 4.52-inch suppressor-ready 1⁄2x28 threaded barrel, Ameriglo suppressor-height sights, and one 17-round and two 19-round magazines—all in a coyote finish. This package is perfect for the range and everyday carry, and it can blend into almost every North American environment. It also comes with the Davidson's Guaranteed Lifetime Replacement Program. If anything ever goes wrong with this Davidson’s Exclusive GLOCK 19X MOS, it will be replaced. If no replacement is available, it will be repaired at no charge to the customer. Booth #72317 (davidsonsinc.COM)
Booth 13624
Manufacturing Capabilities
Rapid prototyping Large-scale production facility Engineering assistance In-house black oxide surface treatment Just in time manufacturing Flexibility for in-line changes Tolerancing +\- 0.0005" Quality systems Surface finish options Tritium installation options 30+ years experience
xssights.com 10 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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T D3 2-L RF MULT I-SPEC T R A L SCOPE
C O M E C H E C K U S O U T AT
SHOT SHOW 2024 BOOTH # 40756
* O N S E L E C T I N V E N T O R Y W H I L E S U P P L I E S L A S T*
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12/18/23 10:33 AM
DAILY UPDATE
HENRY MOVES INTO REVOLVER TERRITORY Henry Repeating Arms has long been known for its lever-action rifles and shotguns. Recently the company added to its product mix with the introduction of the Henry Big Boy Revolver. Chambered in .357 Magnum/.38 Special, the traditional double-action revolver is available in two different grip configurations—the larger, flared Gunfighter style or the more compact, rounded Birdshead style. The Big Boy Revolver borrows design cues from its rifle counterpart with polished blueing on the mediumsized steel frame, six-round quick-release cylinder, four-inch barrel, grip panels cut from genuine American walnut, and a polished brass trigger guard that wraps around the grip to the top of the backstrap. The fixed notch rear sight and interchangeable front blade sights with different heights provide a traditional revolver sight picture. SRP: $928. “As the perfect companion to ride alongside our world-famous Big Boy rifle or as the star of its own show, the Big Boy Revolver is a classically styled six-shooter fully capable of bringing the Henry name into the world of wheel guns with the same attention to detail and American craftsmanship you know and love,” says Henry Repeating Arms CEO and founder Anthony Imperato. At about 34 ounces, Imperato says these revolvers carry easily yet shoot softly with a smooth pull and hammer drop in double action and a crisp break in single action. A traditional revolver sight picture is achieved with a fixed notch cut directly into the frame and a ramped blade front sight, of which three sizes are included for regulating the point of aim to match the point of impact. Like its rifle counterpart, a transfer bar safety keeps the firing pin from striking a loaded chamber unless the hammer is cocked back and the trigger is squeezed. “From full-house .357 Magnum loads for hunting to light .38 Special target loads for easy plinking, the Big Boy Revolver will eat all you can feed it,” he says. “So, whether shooting for fun or meat, having your long gun and sidearm chamber the same cartridge is convenient—that’s Cowboy Logistics at its finest. “As the first-ever revolver under our belt, serious collectors and connoisseurs of the Henry mark will relish the opportunity to add both variants to their safe. Modern design features with historically consistent style have always been our hallmark, and the Big Boy Revolver is no exception. While the past couple of years have been trying in a number of ways, these two new guns, along with the new lever-action rifle in .360 Buckhammer, are a testament to the fact that we have no plans to take our foot off the gas any time soon.” Booth #62605 (henryusa.com)
THERE ARE AMMO PLANTS CAPABLE OF PRODUCING NEARLY FOUR MILLION ROUNDS A DAY. THAT’S NOT US. WE ARE A CRAFT AMMUNITION MAKER,
and you can’t automate craft.
Our process is slow, e. on purpos H EACH ROUN D
SLOW SO WE CAN WATC EVER Y SING LE BEIN G MAD E. SLOW SO THAT ECTE D ONE CAN BE HELD AND INSP OUR NAM E. BY HAND BEFO RE EARN ING
TITIE S, WE PROD UCE IN SMAL L QUAN TING NO MOR E EACH OF OUR STAT IONS CRAF DAY. WE’R E A THAN 20,00 0 ROUN DS PER IN THAT SENS E. BOUT IQUE AMM O COM PANY
more is not better. better is better.
OUR PRODUCT HAS BEEN COMPARED TO HANDMADE JEWELRY, BECAUSE IT’S MADE BY PEOPLE WHOSE CRAFT TOOK YEARS TO DEVELOP. AND YOU CAN’T
recreate craft in any kind of artificial way.
ALMOST NO AMMUNITION MANUFACTURER INSPECTS EVERY SINGLE ROUND, BUT WE DO. IT TAKES EXTRA TIME AND COST TO HUNT FOR THE SMALLEST IMPERFECTION,
12 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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but we wouldn’t do it any other way.
12/18/23 11:19 AM
Introducing the New TIBET EVO Series
THE EVOLUTION OF AN ICON
TIBET EVO GTX HI
TIBET EVO 400 GTX Women’s model also available.
TIBET EVO GTX Women’s model also available.
We’ve updated our best-selling TIBET series with a new VIBRAM sole package for greater comfort underfoot, a more protective rand and a sleek, modern look. The result is the new LOWA TIBET EVO collection of premium mountain hunting boots that excel when you have to cover rough terrain and long distances with a heavy pack. As always, LOWA Mountain Hunting boots are handcrafted in Germany, with the attention to detail that has earned us ISO 9001:2015 status for the highest standards in manufacturing & process standards. Visit BOOTH #10162 to see the LOWA 2024 Mountain Hunting & Task Force Collections GORE-TEX, GTX, GORE, GUARANTEED TO KEEP YOU DRY and design are registered trademarks of W.L. Gore & Associates Inc. PrimaLoft® is a registered trademark of PrimaLoft, Inc. VIBRAM®, ARCTIC GRIP, the Octagon Logo, and the Yellow Octagon Logo and the color Canary Yellow are registered trademarks of Vibram S.p.A. © 2024 LOWA Boots, LLC.
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12/8/23 11:26 AM 12/18/23 10:34 AM
DAILY UPDATE
Federal’s Influencer Army
S
ince the dawn of modern advertising, companies have used celebrities to endorse their products—everything from athletes promoting soda to actors pushing insurance. It’s usually a little hollow and transparent, but when you’re talking about products that put food on the table, win gold medals, and save lives in self-defense situations, endorsement takes on a whole different meaning. That’s why Federal Ammunition puts so much emphasis on its team of influencers and brand ambassadors. Although terms like those for these individuals are relatively new, the practice goes back to Federal’s earliest days, when it relied on good shooters to spread the word on its products. The brand’s current group of ambassadors, who come from backgrounds ranging from hunting and self-defense to competitive and recreational shooting, carry on that same mission.
Federal's Casey Reed isn’t just a Grand Master competition shooter in USPSA; he’s also a full-time ammunition engineer with Federal, carrying on a long tradition of employees who make ammo and know how to use it.
BLASTS FROM THE PAST
One of the earliest examples of this legacy is Federal employee Dave Yeager. He won the 1958 Professional World Skeet Championship using Federal shotshells and was proudly promoted by the brand. A World War II veteran, Yaeger served as a sales promotion manager and paved the way for ambassadors to come. In the 1970s, exhibition shooter Tom Frye performed feats using Federal rimfire ammo. His best-known trick was “drawing” artwork and writing messages on sheets of metal using a .22 rifle. He also established a world record for hitting all but six of 100,000 hand-thrown wooden blocks over 13 days with a .22. Launi Meili and Bob Foth won gold and silver medals at the 1992 Barcelona Olympics shooting then brand-new Federal Gold Medal UltraMatch .22. That trend continued in 1996, when Josh Lakatos and Lance Bade won silver and bronze medals in men’s trap at the Atlanta games. The late Tom Knapp was another standout. The worldrenowned exhibition shooter held three world records for clay shooting. In 2004, Knapp dusted 10 hand-thrown clay targets with 10 different rounds in just 2.2 seconds. He also hosted Benelli’s American Birdhunter TV show for eight seasons.
THE COMPETITION CIRCUIT
Competitive shooting is as popular now as ever, and Federal has top shooters in all disciplines representing the brand around the world—from trap, skeet, and sporting clays to action pistol and precision rifle. Casey Reed is a unique example. He isn’t just a Grand Master competition shooter in USPSA; he’s also a full-time ammunition engineer with Federal, carrying on a long tradition of employees who make ammo and know how to use it. Joining Reed are greats including Krystal Dunn, Josh Froelich, and Julie Golob. Golob has amassed 50 national and world titles in her shooting career. She is also the first and only woman to win U.S. national titles in all seven of practical shooting’s handgun divisions. Another proven competitor in the Federal ranks is Jim Gilliland, a retired 20-year Army veteran who puts his skills and experience to work as a top longrange shooter.
Federal ambassadors cleaned up at the 2020 Tokyo Olympics. Kayle Browning won a silver medal in women’s trap.
14 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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12/18/23 11:20 AM
VISIT BOOTH 72317 TO ENTER OUR DAILY GIVEAWAYS! $1449 MSRP! 45-70 • ITEM 70901
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Day1 Full Pages.indd 15
12/18/23 10:35 AM
DAILY UPDATE HUNTS AND HOSTS
Federal ambassadors also cleaned up at the 2020 Tokyo Olympics. Vincent Hancock won the gold medal in men’s skeet, setting an Olympic record. He’s the first American shotgun competitor to win three world championship titles and the third ever to win three men’s skeet World Championship gold medals. Kayle Browning won a silver medal in women’s trap, and Brian Burrows took bronze in mixed team trap.
Staying close to its hunting roots, Federal supports several brand ambassadors who love the outdoors and have turned that passion into television shows, media empires, and more. Lee and Tiffany Lakosky are among them, hosting several reality/hunting TV shows. Their counterpart in the waterfowl world is Chad Belding. His show, The Fowl Life, is currently airing on The Outdoor Channel. Outdoor media has also changed tremendously in recent years, and Federal proudly partners with those who’ve been riding that wave. For example, Nick Hoffman, who spent more than a decade as country superstar Kenny Chesney’s ace fiddle player, now hosts Nick’s Wild Ride—a show that not only highlights hunting but the unique people and places encountered along the way. “Social media influencers and ambassadors are key to injecting your brand and products to highly engaged and active audiences,” says Brian Anderson, director of marketing for Federal, CCI, and Speer ammunition. “They bring a different level of brand excitement that is needed when telling your product story to their audience and, in turn, a different perspective from the brand voice when the content is pushed across its digital properties.” And then there are individuals who simply do it all. Remi Warren has made his living as a guide, outfitter, outdoor writer, photographer, videographer, and TV personality. He uses all of those outlets to support Federal, but more importantly to educate both new and established hunters and protect the heritage. Federal often features brand ambassadors, such as 22Plinkster, for autograph signings at trade shows or guests on a podcast. This YouTube star has turned rimfire trick shots into an art form, building a huge following of subscribers and more than 125 million views. A relative newcomer to the Federal team is Ava Flanell. The online influencer hosts the “Gun Funny” podcast. She also runs Elite Firearms & Training in Colorado Springs, interacting with the public on several different levels. Federal also teams with Steve and Aaron Gould, exhibition/trick-shooting brothers who put on live shows and post amazing YouTube videos. They hold the record for the longest shot (180 yards) on a flying clay using Federal’s HEAVYWEIGHT TSS (tungsten super shot) load.
THE RELATIONSHIP CONTINUES
A lot has changed since Federal’s first sponsored shooters represented the brand—everything from the products themselves to how those shooters interact with the world. But for all the changes, whatever the audience, wherever they’re seen, a whole team of ambassadors carry on that rich tradition of not merely telling the world how good Federal ammunition is but demonstrating it in person. Booth #11338 (federalpremium.com)
Julie Golob has amassed 50 national and world titles in her shooting career. She is also the first and only woman to win U.S. national titles in all seven of practical shooting’s handgun divisions.
Vincent Hancock won the gold medal in men’s skeet at the 2020 Tokyo Olympics, setting an Olympic record. He’s the first American shotgun competitor to win three world championship titles and the third ever to win three men’s skeet World Championship gold medals.
16 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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12/19/23 10:49 AM 12/19/23 11:25 AM
DAILY UPDATE
Industry Ups Engagement in Suicide Prevention
R
ecognizing the majority of firearm-related fatalities annually are suicide deaths, the firearm industry has stepped up to deliver education and guidance to businesses and gun owners on suicide prevention and secure storage to help save lives. Many of these efforts are on display at the SHOT Show, where NSSF—The Firearm Industry Trade Association— and other leading suicide prevention organizations are showcasing their materials and helping to change attitudes about mental health and suicide. In recent years, NSSF has led the charge on education through ground-breaking partnerships with the American Foundation for Suicide Prevention and the U.S. Dept. of Veterans Affairs. The NSSF-AFSP “Have a Brave Conversation” toolkit for firearm retailers and ranges is the centerpiece of NSSF’s effort. From July 2022 through June 2023, NSSF shipped more than 2,600 toolkits that contain in-store signage, a brochure for customers discussing warning signs and secure storage options, and a brochure on steps to take if your business should have a suicide death. The VA offers a comprehensive community toolkit to help prevent veteran suicide. (Links to resources are below.) NSSF and industry efforts don’t stop here, however. In three new videos on suicide prevention, NSSF’s Real Solutions. Safer Communities campaign focuses on industry members bravely speaking about their experience of loss and their personal struggles, and of a retailer whose staff training using the NSSFAFSP materials likely helped avert a tragic event. In two videos, Caylen and Kassandra Wojcik, coowners of Modern Day Sniper, a precision marksmanship training business, speak openly about the tragic effects of suicide by firearm in their family and among friends. Kassandra’s mother took her life with
Kassandra Wojcik, co-owner with her husband Caylen of Modern Day Sniper, a precision marksmanship training business, bravely speaking about the tragic effects of suicide by firearm in her family.
a firearm at a local gun range. Dealing with the frustrations and grief that followed, Kassandra learned the firearm wasn’t to blame and that the firearm industry is invested in preventing these tragedies. Caylen, a Marine sniper who retired from active duty following wounds incurred in Iraq, has experienced the abrupt changes in mood and feelings of isolation that many transitioning service members face, particularly those who have had friends take their lives. Caylen and Kassandra advocate for Americans from all walks of life to break through stigmas to seek help or intervene with a “brave conversation” to save lives. In another video, Austin Harlan, the owner of The Range in Yakima, Washington, recounts how his business faced a scenario where an individual displayed signs of a mental health crisis. Harlan and his team relied on the store’s protocols, halted the sale of a firearm and prevented the individual from entering the firing range. He then alerted nearby firearm businesses and local authorities. Harlan’s actions, and those of his team, allowed law enforcement to intervene and prevent the unthinkable from happening. Last September, the VA and NSSF brought together suicide prevention experts and representatives from industry companies for a second Roundtable on suicide prevention to strategize on increasing industry engagement to deliver trusted messaging to the nation’s gun owners. At the inaugural Roundtable, NSSF President and CEO Joe Bartozzi said, “The messenger matters; our industry can help bridge the gap between the suicide prevention community and gun owners to support secure storage while protecting the right to bear arms.” In encouraging responsible storage, messaging can include reminders that it’s okay to ask someone you’re worried about if they are thinking about suicide—that asking will not lead to suicide ideation; and that the decision to take one’s life is often impulsive and that putting “time and space” between a person in crisis and a firearm, or any method of selfharm, can save a life. Focusing on youth, NSSF’s Project ChildSafe program developed a video based on a real story where a teenager’s potential attempt at self-harm likely was averted because a father and son used a Project ChildSafe gun lock to prevent access by the son’s girlfriend. Project ChildSafe resources also include a Parents Guide to Understanding Teen Mental Health and a tip sheet for teens to help their friends. As you can see, NSSF and industry are working hard to help the firearm-owning community better
Austin Harlan, owner of The Range in Yakima, Washington, recounts how his staff relied on store protocols and training to recognize a customer in crisis and the steps taken to avert a potential serious incident.
understand mental health and actions to take to prevent suicide. “We all have mental health just as we have physical health; we need to take care of both,” said Bartozzi. Suicide is preventable—and you can help.
988 SUICIDE & CRISIS LIFELINE
If you or anyone you know is in crisis, dial 988 for support. For the Veterans Crisis Line, dial 988 and press 1.
NSSF RESOURCE LINKS:
NSSF-AFSP Toolkit: NSSF.org/safety/suicide-prevention NSSF Have a Brave Conversation: BraveConversation.org VA Community Toolkit: veteranscrisisline.net/media/ aibeamfg/988-outreach-toolkit_final-7-15-22.pdf NSSF Real Solutions Videos: NSSFRealSolutions.org Project ChildSafe Resources: ProjectChildSafe.org
RESOURCES AT SHOT SHOW Many groups providing resources about mental health, suicide prevention and secure firearm storage are at SHOT Show, including NSSF, VA, AFSP, Walk the Talk America, Hold My Guns and NSSF’s Project ChildSafe. NSSF encourages you to use the QR code in signs around SHOT Show to locate resources and the booths of these organizations. Show attendees or media wanting information on industry’s initiatives on suicide prevention should reach out to NSSF’s Bill Brassard at bbrassard@nssf.org or, for the Real Solutions’ videos, to Mark Oliva at moliva@nssf.org.
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DAILY UPDATE
Eye in the Sky Teal takes drone technology to another level. By Slaton L. White
D
rones have very quickly evolved from toys built to amuse children to incredibly sophisticated devices employed for national defense. One of the leaders in this field is Teal Drones. The company’s mission is to enable unmanned systems to be more than just flying cameras.
With a strong team and a backbone of venture support, Teal is helping to rebuild America’s sUAS (small unmanned aircraft system) industrial base to compete on a global scale. The new Teal 2 drone, for example, has been developed under strict design guidelines that has earned it a Blue UAS Certification by the U.S. Department of Defense. The Blue UAS effort is a comprehensive and ongoing method for the Department of Defense to quickly evaluate and scale commercial unmanned aerial system (UAS) technology. The Teal 2’s primary application is short-range reconnaissance missions. Combat soldiers, police officers, firefighters, wildlife managers, and industrial inspectors rely on the Teal 2 to achieve mission success. The Teal 2 provides end users with the highest resolution thermal imaging in a small (Group 1) form factor. Its compact size and rugged design enable the system to be rucksack portable and deployed in the most challenging environments. Teal 2’s technology is designed to provide real-time intelligence-gathering capabilities through the use of advanced payload technology, including high-resolution cameras and sensors.
The secure unit includes AES-256 encrypted video transmission and command and control for highly secure operations. A Teledyne Flir Hadron 640R EO/IR sensor, optimized for nighttime operations, provides his-res imagery.
The drone can fly at speeds of up to 23 mph. Maximum flight ceiling is 10,000 feet; range from the controller is 3.1 miles.
Brimming with cutting-edge technology, the Teal 2 is also surprisingly easy to fly, as it uses the Tomahawk Robotics Kinesis command-and-control user interface that enables an intuitive operational experience from launch to landing. In addition, multi-
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DAILY UPDATE vehicle command and control provides a 360-degree view of a single target or ISR (intelligence, surveillance, reconnaissance) on multiple targets.
The Teal 2 is surprisingly easy to fly; its command-and-control user interface enables an intuitive operational experience.
The Teal 2’s tactical ecosystem includes integration with third-party artificial intelligence and computer vision applications that enable 3D mapping, target acquisition, and other decision support features. With its high-resolution screen and durable, weatherproof design, Teal Air Control
DAILY UPDATE (TAC) provides military personnel with a reliable and easy-to-use platform for controlling their aircraft in a variety of environments. The controller is made in the USA, ensuring that it meets the highest standards of quality and performance. The drone’s flight time is 30-plus minutes, and it can fly at speeds of up to 23 mph. Maximum flight ceiling is 10,000 feet, and it has a range from the controller of 3.1 miles. “One of the best features of Teal drones is that they are modular,” says CEO George Matus. “This modularity delivers two really big benefits. First, if you buy a field drone and it breaks, you can fix it yourself. Second, our drones can be upgraded over time. Here, I’m not talking just about new software and new apps, but hardware, such as new sensors, new high-resolution payloads, and new gimbals, as well. All this can be swapped out very easily.” The U.S. Department of Defense recently unveiled an ambitious initiative—Replicator— which aims to integrate emerging technologies, especially those originating in the private sector, into the military’s operational framework. These emerging technologies include AI, robotics, and commercial technology. “This is a huge opportunity for established drone makers, like Teal, who have the manufactur-
ing capacity to produce thousands of drones in response to the U.S. Government’s desire to invest in the U.S. industrial base. It will accelerate drone technology in a short amount of time,” says Stan Nowak, vice president of marketing at Red Cat (Teal’s corporate parent). “Teal is well positioned for this opportunity due to our 25,000-square-foot manufacturing facility in Salt Lake City, our uninhibited supply chain, and current and future capabilities of the Teal 2.” Booth #61307 (tealdrones.com)
Soldiers, police officers, wildlife managers, and industrial inspectors rely on the Teal 2 to achieve mission success.
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DAILY UPDATE
ROTHCO GROWS ITS CCW LINE Everyday Carry (EDC) is a growing market that focuses on preparedness and survival. Someone interested in EDC may be carrying multi-tools, flashlights, knives, and everyday items such as a smart phone, wallet, and keys. In the past year, according to Google Search Trends, there has been more than a 40 percent increase for the search term “everyday carry.” Searches for similar terms, such as “concealed carry,” “concealed carry gear,” and “concealed carry clothing,” have been trending upward for the past decade as well. “Concealed carry isn’t just for gun stores or just for firearms; it’s about securely carrying personal items,” says Kristy Dineen, director of brand marketing and e-commerce at Rothco, a company that specializes in concealed-carry gear. “Whether your customers are trying to keep their passports and electronic devices secure while traveling or utilizing the pockets for EDC, the versatility of Rothco’s concealed-carry gear will keep their belongings safe. For example, the pockets on our Concealed Carry Jacket, designed for spare ammo clips, are the perfect size for a flashlight, multi-tool, pocket knife, or small electronic device.” Rothco’s concealed-carry line features jackets and vests, their best-selling CCW Hoodie, and bags and holsters, all designed with concealed-carry features. In addition, Dineen notes that aside from the outdoors and survival market, Rothco’s jackets and vests are also a good choice for travel because they can keep personal belongings secure while the wearer is in transit. “Almost everyone carries hundreds, if not thousands, of dollars of technology on them and concealed-carry gear can be used to carry all that tech securely and safely,” she says. “An item like Rothco’s Undercover Travel Vest has concealed interior pockets large enough to hold a tablet, cell phone, camera, or other electronic devices and even has hidden pockets to keep your passport or wallet safe and secure.” Rothco’s Concealed Carry 3 Season Jacket is designed to keep the wearer warm while providing two internal pockets for quick and easy access. Features include two inner padded universal handgun concealed pockets (one on each side) with hook-and-loop closures and four inner mag pockets with hook-and-loop closures. The jacket is constructed of a washed 100-percent cotton outershell with an insulating quilted inner lining. A pair of tricot-lined front zipper pockets keep hands warm while also holding EDC items. Last fall Rothco introduced the Concealed Carry Woobie Jacket, continuing with the progression of the iconic Woobie collection, which ranges from a field-proven military poncho liner to a mid-weight jacket. This line has all of the concealed-carry functionality of the company’s popular outerwear series. The jacket features Rothco’s signature ambidextrous internal padded and reinforced concealed pockets with hook-and-loop closures, two mag pouches (one on each side), and a two-way zipper. The quilted outer shell is 100-percent polyester, and a six-ounce quilted liner provides all-day warmth. “Product demand for these items has been growing, and so has our selection,” Dineen says. “And, there is more to come.” Booth #20158 (rothco.com) SEE US AT
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22 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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by robert FIVEa sadowski MINUTES
WITH ... SHOT Daily: What do you see as the biggest challenges facing the industry in the next five years?
Derick Cole: Consumer education. Interest in the thermal and night vison space has exploded in recent years. There are a lot of technical elements that must be considered when comparing brands, models, and features. One of the main things that sets PARD apart from our competitors is our “value proposition.” PARD generally offers higher technical specifications and more built-in features at competitive retail price points than any of our competitors. The consumer gets higher performance and value for their money. The challenge with thermal and night vision has been explaining and simplifying the technical performance elements to make it easy to understand so that end users can make an intelligent decision when purchasing a device. SD: What opportunities do you see? DC: Customer service is an area that has been
Derick Cole, Vice President, Sales, PARD USA
overlooked by many in the industry. Too many brands have looked past this important part of building consumer trust and retail partnerships. Our technical support department is in our corporate office in Reno, Nevada. We have inhouse personnel that correspond directly with consumers to help identify and correct any issues that may arise. Our customers will not have to deal with overseas phone trees or substandard response times. Another opportunity is to bring back profitability to the retailer in this category. PARD offers margins that are in some cases 10- to 15-percent higher than other brands. This is a game changer. We understand that while many of us are in this industry because we love it, none of us do it for free. It is important to be profitable.
Vision Quest
SD: When you get up in the morning, what gets you excited about working in the industry?
The goal at PARD is to not only improve night-vision and thermal-imaging devices, but customer service as well.
excited about a brand or company as I am with PARD. Building the brand around retail margins, consumer value, and customer service are the three key pillars of our strategy. Fortunately, we do not have any negative perceptions or operational issues that will hold us back. In 2023, we launched into the U.S. marketplace after more than five years of double-digit growth in Europe and industry recognition with two consecutive “Product of the Year” awards from the British Shooting show. We are excited to bring the quality and reputation we have established to the USA marketplace and to help
D
erick Cole is an experienced industry professional and the vice president of sales for PARD USA, where he leads sales and marketing strategies and manages customer relationships. He has been in the outdoor industry for more than 25 years, and during his career he has spent time with national distributors and manufacturers in the optics, firearms, outdoor, and fishing
categories. Cole earned a bachelor’s degree in Business Management in 2004 and a master’s degree in Organizational Management in 2006. Apart from managing PARD, Cole is an active hunter and fly fisherman who donates his time to the Boy Scouts of America as a Merit Badge counselor.
DC: Over the last 25 years I have never been as
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by slaton l . white
The TD5 combines long-distance thermal detection, high-definition night vision, and a laser rangefinder into a single unit.
further develop the interest in thermal and night vision products.
SD: In a very competitive world, how does
PARD stay ahead of the pack and what should customers expect?
DC: We are already ahead of the pack with quality, price, and value. Our job is to communicate that position with retailers and consumers. PARD owns its own factory, so product development, production, and timelines are all controlled internally. Company engineers develop new products to the highest quality standards and R&D is constantly ongoing to stay ahead of the technological curve. A good example of this is our recently announced TD5 Dual Spectra Imaging device that combines night vision and thermal detection into a single unit. It is the first of its kind in the industry. Consumer education will also be at the forefront of our strategic efforts this year. It is vital to share what is important when considering a thermal or night vision device—and why. Information is key, and PARD wants every consumer and retail partner to know that we have their best interests at heart in explaining this dynamic optics category. We will commit advertising and digital resources to help clarify product features and key technical elements for consumers. We are also committed to directly supporting all our retail partners in driving sales. Over the last two years some competing brands have adopted a strategy to sell consumers direct through opening branded brick-and-mortar stores in the Texas and Florida markets, effectively competing directly with the retailers that have supported them over the last 10 to 15 years. This is a strategy we do not support. We
will never undermine our partnerships through this kind of approach.
SD: Could you explain the differences between
night-vision and thermal-imaging technologies?
DC: Night vision requires amplification of some
form of visible light. Thermal-imaging technology operates by utilizing infrared sensors to detect temperature differences between targets in the environment.
SD: What are the pros and cons of each, and the best uses of each?
DC: Night vision works by amplifying ambient
light available to the sensor, typically creating a green-hue image that can be viewed in near total darkness. Night-vision light sensitivity is measured in lux, the smaller the number the better. Lux is defined as the amount of illumination created when one lumen is distributed over an area of one square meter. PARD night-vision devices are sensitive down to .001 lux. This is roughly equivalent to being able to see a lit match on the 50-yard line of the Super Bowl when sitting in the top row of the stadium. Night vison also operates effectively through glass or a window while thermal sensors will not. Thermal does not require any ambient light to function and works equally well during the day or night. Targets with higher heat signatures are generally displayed in bright yellow, orange, or red colors. Sensitivity is defined by the Noise Equivalent Temperature Difference (NETD) and degrees are measured in millikelvin (mK). This is a critical technical specification when considering a thermal device. Again, the smaller the number the better. All PARD thermal units are sensitive down to an industry
leading 25mK. Many of our competitors come in at 35mK, 40mK, or even 50mK (half as sensitive as a PARD device). Environmental conditions such as airborne dust, cloudy nights, precipitation, smoke, or fog can adversely impact the effectiveness of night vision products. These conditions have virtually no effect on thermal, which can be used in complete darkness. Night vision provides better target identification whereas thermal provides better detection. Night vision devices are also generally less expensive than thermal devices.
SD: What are the best sales tactics for retailers to successfully sell these products?
DC: Retailers need to understand that staff training and providing general product knowledge to the customer will play a critical role in helping consumers navigate this often-confusing world. PARD is committed to helping our retail partners with technical information, POP support, and in-store merchandising support that will help drive sales. Booth #40756 (pard.com)
The PARD family of products includes night-vision scopes as well as thermalimaging technology. PARD offers its retailers a high level of technical and POS support designed to help drive sales.
DAY 1, JANUARY 23, 2024 ❚ SHOT BUSINESS DAILY ❚ 25
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by robert by shannon farlow FYI a sadowski
have one holster that checks so many boxes, where they previously had to have many holsters for the same gun to accomplish what they needed.” For gun stores, the Photon’s do-it-all capability can significantly reduce the volume of holsters they need to keep on hand. This space-saving dream can effectively replace six to eight holster SKUs with a single SKU. It’s no surprise then that the Photon is fast becoming a best seller.
Secret to Success Alien Gear Holsters maintains a strong presence across the various social media platforms. By leveraging key influencers and producing high-quality content, Alien Gear has developed a loyal online following—over two million and growing. Hostetter, however, attributes Alien Gear’s success to much more than savvy marketing. “Our people are what make our company great, and our people care deeply about making the best gun holsters on the planet. That pride in workmanship has always been a key to our success. Our customer base prefers to buy USA-made products. We control our own destiny better by manufacturing in the USA and not having overseas supply-chain constraints. We work closely with many USA-based companies. We control our costs and product quality through our strong kaizen culture efficiencies.”
The Photon can be easily set up for IWB and OWB wear. It also can be fine-tuned with adjustable cant, retention, and ride height.
Reshaping Everyday Carry Alien Gear’s new Photon holster provides an all-in-one solution.
As
the number of people who carry a handgun daily continues to grow, holster manufacturers are working overtime to meet the historic demand and provide shooters with the latest technology. The changing,
often complex, needs of today’s shooters are driving holster innovation. Alien Gear Holsters has been pushing the envelope with next-generation designs and engineering developed at their facility in Post Falls, Idaho. Alien Gear’s new Photon holster easily ranked as one of the most exciting models of 2023. The Photon holster provides an all-in-one solution for both shooters and retailers.
Checking All the Boxes A unique, fully adjustable design makes the Photon holster ideal for a variety of purposes.
The ambidextrous Photon can be easily set up for multiple IWB and OWB configurations and fine-tuned with adjustable cant, retention, and ride height. It’s compatible with threaded barrels and high/co-witness sights, features an optic cut-out, and is side-car ready with the optional mag carrier. The Photon Light-Bearing version gets bonus points for working with most handgun lights. “The new Photon holster checks off all the boxes that our customers and retailers are looking for in a gun holster,” says Shawn Hostetter, CEO of Tedder Industries (owner of Alien Gear). “The Photon line is one of the first retail-focused holsters that allows for lights and optics, which reduces the number of SKUs a retailer needs to have on hand. Retailers around the country have been extremely happy to finally have an answer to this massive problem in the holster category. Consumers are very excited to
A fully adjustable design makes the Photon holster ideal for a variety of purposes.
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The all-purpose Photon can reduce the volume of holsters a retailer needs to carry.
Growing Fast and Gaining Momentum Alien Gear Holsters has additional products in the works, including a pre-positioned tourniquet that can be attached to their various holster models. Called the Taq Strap, the tourniquet is designed to save the lives of police officers, soldiers, and others who serve on the front lines. “The military, law enforcement, special ops, and many other customer groups are extremely excited
to see this innovative new product hit the market,” Hostetter says. “It will integrate with our Rapid Force professional-grade holsters, as well as our EDC Shapeshift and Cloak holsters when attached to our new swivel drop leg. It allows the wearer to stay in the gun fight and deliver return fire even if they get hit. It is a game-changing product that will save lives.” The company continues to expand their footprint across the shooting sports industry. In 2023, Alien Gear Holsters partnered with several large retailers, including Bass Pro Shops, Cabela’s, and Sportsman’s Warehouse. This move will enable Alien Gear to support a much broader customer base. “We are getting more innovative by the day. We are building strong industry relationships. We are growing fast and gaining momentum, especially in military, law enforcement, and international markets,” Hostetter says. “Our relationship building, strength of listening to and acting on our customers’ input, and nimbleness and willingness to change to improve make us a force to be reckoned with. We will see strong organic growth over the coming years and we are focused on purchasing other synergistic brands and companies.” Booth #10174
Range time helps CEO Shawn Hostetter evaluate holster form and function.
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DAY 1, JANUARY 23, 2024 ❚ SHOT BUSINESS DAILY ❚ 27
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GUNS
2024
by Eve Flanigan
When manufacturers up their game, everyone benefits.
F
irearm consumers are an increasingly educated lot, with many shooters opting for specific guns, chamberings, and features for narrowly defined pursuits and styles rather than one do-it-all rifle, handgun, or shotgun. Today’s
manufacturers have met that sophisticated audience by upping their game, offering a broader range of features on familiar but often sleeker platforms than ever before. In the past year-plus, we’ve come to expect to see optics-ready slides on handguns for nearly every budget, and it’s now normal to see a mix of tactical, technical, and traditional features on the same firearm so that every gun owner can have what’s perfectly suited to them. Here is a look at some of the many new models that consumers will want to see in your store in 2024.
RIFLES AMERICAN TACTICAL
By their own description, ATI has stepped up their game with the addition of a bolt-action gun to their product offerings. The TRX Bronco is a chassis-built rifle with a folding stock, an AR10-compatible box magazine, and a 16.5-inch barrel. Chamberings include .308 Winchester and 6.5 Creedmoor. It weighs 6.9 pounds and has a one-inch MOA accuracy guarantee. Available in black or tan. SRP: $1,499.95. Booth #72405 (americantactical.us)
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BENELLI
The Lupo HPR is designed to set a new benchmark for a factory-guaranteed sub-MOA (3⁄4inch, five-shot) longrange shooting and hunting bolt-action rifle. Based on the Benelli Lupo Chassis system, the HPR is chambered for the most popular long-range calibers (6.5 PRC, 6.5 CRD, .338 LM, .300 PRC, .300 WM, and .308 Win.). The new Lupo HPR matches a custom-fit stock system with a heavy-contour straight-fluted CRIO barrel to deliver a long-range rifle that incorporates the function of a chassis rifle with the handling grace and accuracy of a custom bolt-action. Booth #13238 (benelliusa.com)
BERGARA
The Bergara B-14 Crest series of rifles will be available in two versions. The Crest Carbon rifles feature a carbon-fiber barrel with an Omni muzzle brake and a fluted bolt. Available calibers are .308 Win., 6.5 Creedmoor, .22-250, 6.5 PRC, .300 Win. Mag., and 7PRC. SRP: $2,099-$2,149. There are nine versions of the B-14 Stoke Compact rifles. Rifles in .308, 6.5 Creedmoor, .243, .22-250, 7mm-08, and 6.5 PRC feature synthetic stocks, 20-inch barrels, a hinged floor-plate magazine, and a Bergara Performance Trigger. Stoke Compact rifles that carry the SP (special purpose short barrel) designation feature 12.5-inch barrels mated to synthetic stocks. Each also features an AICS detachable magazine and a Bergara Performance Trigger. SRP: $899. The rifle also comes with ¼-inch spacers that allow the stock to be customized to the individual shooter. Booth #12219 (bpioutdoors.com)
BILSON ARMS
Bilson Arms, a Louisiana gun-making company born from oil and gas extraction technology, also made a significant mark on pistol caliber carbine design with their BA-9FC. Like many other PCCs, it’s gas-blowback operated. But unlike any other, its charging handle/bolt-opening device is on the forend. Think pump-action shotgun to load the first round or unload before a mag runs dry. Otherwise, the handle does not reciprocate; the action runs in semi-auto mode thanks to the buffer spring. Designer and builder Billy Angers was inspired to innovate after seeing a friend who competes in matches with a PCC lose a high placing thanks to a double-feed malfunction. With the BA-9FC, double feeds can be cleared by racking the forend and not even breaking cheek weld/target focus. SRP: $1,550. Booth #70750 (bilsonarms.com)
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PRODUCT FEATURE
GUNS
BROWNING
The X-Bolt 2 Speed Ovix rifle utilizes a reconfigured receiver that provides a smoother bolt operation as well as a DLX trigger that features a multiple-lever design that optimizes sear weight and trigger movement to provide a more consistent and crisper trigger break. The result is zero creep, zero take-up, and zero overtravel. The trigger is also adjustable down to three pounds on hunting rifles. The Vari-Tech Stock features a modular grip design that allows the user to swap out a sporter (traditional-style) grip for a vertical-style grip. Furthermore, the stock features an adjustable length of pull (by removing the recoil pad and adding or subtracting moving internal spacers) and an adjustable comb height. Other features include an Ovix Camo pattern, a smoked-bronze Cerokote receiver and barrel, and a fluted, sporter contour barrel. Booth #10938 (browning.com)
CHIAPPA FIREARMS
The Badger family adds a new member—Big Badger. The Big Badger folding single-shot firearms are offered in three different configurations: 350 Legend, .30-30, or .410 bore. The rifled versions feature a 20-inch threaded barrel compatible with M13.5x1 LH suppressors. The shotgun version features a 20-inch barrel with a fixed fiber-optic front sight and includes three interchangeable Beretta/Benelli Mobil chokes. All configurations feature the M-LOK system integrated in the forend along with a top and bottom Picatinny rail for mounting optics and accessories. Each model is equipped with a generous rubber recoil pad, crossbolt safety, and a 5⁄16-inch steel-rod stock with an adjustable comb. When folded, the Big Badger measures approximately 19.25 inches long by 6 inches wide. Booth #12853 (chiappafirearms.com)
CHRISTENSEN ARMS
Christensen Modern Hunting Rifles (MHR) marry traditional hunting ergonomics with modular convenience. Built on a V-shaped mini-chassis, the rifles include an adjustable trigger and carbon fiber-wrapped barrel with a removable stainless-steel muzzle brake. A drop-box mag-conversion kit is optional. For 2024, Christensen is adding long-action calibers to the line. New chamberings include .300 Winchester Magnum, .300 Precision Rifle Cartridge, 7mm Precision Rifle Cartridge, and 7mm Remington Magnum. Weights begin at 7.6 pounds. Four finish choices are offered. SRP: starts at $3,499. Booth #11816 (christensenarms.com)
CVA
The Cascade Long Range Hunter series of bolt-action rifles feature threaded and fluted heavy-contour 4140 chrome-moly steel sporter 22- or 24-inch barrels with a radial muzzle brake. Other features included with each rifle are stocks with an adjustable cheek riser and adjustable length of pull, a 20 MOA Picatinnycompatible rail, Cerakote finish, camo stock with a Soft Touch finish, and detachable flush-fit magazines. Available calibers are 6.5 Creedmoor, .308 Win., .300 Win. Mag., 6.5 PRC, 7mm Mag., 300 PRC, and 7 PRC. The Cascade Long Range Hunter varmint rifles are configured similarly, but come with a highcapacity detachable magazine and threaded muzzle. Available calibers are .243, .22-250, 204 Ruger, and .223. SRP: $900-$925. Booth #12219 (bpioutdoors.com)
30 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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Chiappa Wildlands ANGLE EJECTION L e v e r - A c t i o n
R i f l e
ADJUSTABLE AMBIDEXTROUS COMB
CALL OF THE WILDLANDS
RAIL MOUNTING SYSTEM
Lever-action hunters choose their rifle carefully and have certain expectations it must meet. Above all, is having absolute confidence knowing their rifle will perform at a level that allows them to be comfortable and completely focused. The Wildlands lever-action rifles are craaed specifically for this purpose.
VISIT BOOTH 12853
C H I A P PA F I R E A R M S . C O M
OPTIC FRIENDLY
Take Down Ammo not included.
Charles Daly, one of the oldest names in shooting sports brings back their line of Empire Grade shotguns with an artistically engraved Triple Crown shotgun which consists of two interchangeable gloss blued barrels, a 20-gauge and 28-gauge. Distinguished with extra fancy walnut and superior fit and finish. Gold-plated single-selective trigger,
EMPIRE G
R
A
D
E
extractors, and extended choke tubes make for a truly exceptional gun, designed with premium style. It’s all here!
BOOTH 12853
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PRODUCT FEATURE
GUNS
MITCHELL DEFENSE
Mitchell Defense is a relatively new veteran-owned/operated manufacturer based in Pennsylvania. Nathan Mitchell holds reliable function as the top priority of his guns, with each model being subjected to a 10,000round zero-failure test before being approved for final production and sale. His latest model is the Rat Dog pistol-caliber carbine. The name is inspired by SARC (Special Amphibious Reconnaissance Corpsmen) who are renowned for stalwart performance in extreme conditions. The Rat Dog operates with direct blowback action and uses the same silent buffer tube as the company’s carbines. A solid-piece weighted bolt carrier group is key to its reliability. There are four variants, NFA-regulated and not, in the Rat Dog line. SRP: $1,750-$1,860. Booth #41941 (mitchelldefense.com)
FN
FN has stepped out with a new chambering of their venerable SCAR design with a limited-production model of the SCAR 17S Designated Marksman Rifle (DMR) in 6.5 Creedmoor. This version includes premium upgrades from the SCAR 20S precision line, specifically a two-stage Geissele Super SCAR trigger and precision buttstock assembly with customizable cheek height and length of pull. The 17S DMR maintains maneuverability thanks to components like a 16.25-inch, cold-hammer-forged, chrome-lined barrel and monolithic aluminum receiver. Flip-up polymer sights are included. It incorporates the modern SCAR’s non-reciprocating charging handles for its short-stroke gas piston operating system. The handles are located on both sides for ambidextrous use. Weighing in at 9.5 pounds and 36.8 inches long, the 17S DMR continues the SCAR tradition as one of the larger contenders in the carbine category. SRP: $4,629. A Modern Sporting Rifle is a brand-new addition to the FN product line. It’s called FN 15 Guardian. This AR-platform direct-impingement-action carbine is chambered in 5.56 NATO. In its design FN set out to create a high-performing defensive carbine at a reasonable price. The 6.6-pound FN 15 Guardian is made for easy handling and has rounded corners and no forward assist to resist snagging. Premium features include 15 inches of free-floating aluminum M-LOK handguard and a 16-inch MIL-B-11595 CMV barrel. The button-broached hybrid-profile barrel has a 1:7 twist and is topped by an A2 flash hider. A 30-round magazine is included. FN promises sub-MOA accuracy from the Guardian. SRP: $999. Booth #12805 (fnamerica.com)
MOSSBERG
Classically styled Patriot rifles offer premium features—such as patented LBA-adjustable triggers, threaded barrels, spiral fluted bolts, streamlined and checkered bolt handles, and four-round box magazines—at a great value. New for 2024 are a pair of Patriot rifles (one with a synthetic stock, the other with a walnut stock) chambered for the 400 Legend straight-wall cartridge. This flat-shooting cartridge is capable of effectively sending its 215-grain bullet at 2,250 fps out to between 200 to 250 yards. These two rifles are obvious choices for deer hunters, but will also be a good option for those who hunt feral hogs as well as bears at close range. Booth #12832 (mossberg.com)
PRIMARY WEAPONS SYSTEMS
The UXR Weapon Platform with XCHANGE has been designed to offer both modularity and performance. The XCHANGE buttstock module features a Picatinny/1913/STANAG rail-mount interface. The six-position ambidextrous foldable stock offers adjustable length of pull and QD sling cups, one-inch webbing sling-slot mount, rubber buttpad, and a two-position height-adjustable cheek rest. The fire-control housing module has an interchangeable pistol-grip mount, ambidextrous QD sling cups, and an oversized trigger guard for gloved use. The trigger housing is compatible with most AR15 triggers, and the magazine well uses exchange modules to accommodate 5.56 NATO or 7.62 NATO magazines. The XCHANGE barrel-exchange system allows the user to swap calibers and barrel lengths rapidly with standard tooling while maintaining repeatability and accuracy, and the ambidextrous three-position rocker valve on a modified long-stroke gas system lets the user select gas settings effortlessly. The evacuation chamber supports suppressed and high rate of fire by removing noxious gasses from the operator’s face and keeping the operating system cleaner. Available configurations include a large magwell configuration (6.5 Creedmoor, .308 Win., 8.6 BLK); a STANAG magwell configuration (5.56 NATO/.223 Rem, 300 BLK, 6.5 Grendel, 6mm ARC); and an AK magwell configuration (7.62x39 and 5.45x39). Booth #72238 (primaryweapons.com)
32 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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PRODUCT FEATURE
GUNS
ROCK RIVER ARMS
Rock River’s XM24 in .308/.338 Lapua is a bolt-action rifle built for precision long-range shooting. The rifle features a 26-inch stainless-steel nitride- and cryo-treated barrel, an oversized bolt handle, and a non-folding MDT ESS chassis. SRP: $5,265. The RRA .17 HMR features an 18-inch barrel with a threaded muzzle. This gas-impingement delayed-blowback semi-auto takes advantage of a NM Ultra Match two-stage trigger, a Magpul MOE SL-K six-position buttstock, and a Magpul MOE pistol grip. Also included is a 15-inch lightweight aluminum free-floated handguard and a 10-round magazine. SRP: $1,300. Booth #12464 (rockriverarms.com)
ROSSI
Rossi strikes a practical chord with their new bolt-action .22 LR, the RB 22 Compact. It has a 16-inch barrel, 10-round magazine, and a short length of pull on the polymer stock, making it suitable for varmint control, recreation, or educating new shooters. A forward-set adjustable rear notch sight sets this rifle apart in the appearance category. At just 3.7 pounds, this rifle is ready to be carried afield even by youth hunters. SRP: $185.99. Booth #13038 (rossiusa.com)
SAVAGE ARMS
As the name suggests, the 110 Ultralite Elite is a ready-to-carry gun for backcountry hunters that ranges in weight from 5.8 to 6 pounds, depending on caliber. Other weight-saving features include 18- to 20-inch carbon-fiber Proof barrels and a skeletonized carbon-fiber stock. Offered in six popular chamberings. SRP: $3,299. On the budget side of the 110 bolt-gun lineup (SRP: $629) is the new Trail Hunter. Available in a dizzying choice of 15 chamberings with a textured, forest-green Hogue stock, the rifle boasts such popular features as a threaded barrel, tungsten-color Cerakoted action, sling studs, and Weaver-style bases. Klym is the name of a new boltaction sub-series. This line is unmistakable in appearance thanks to a modern carbon-fiber keyhole-style stock, carbon fiber-wrapped barrel, and carbon-fiber forend. SRP: $2,699. The Impulse series sports a straight-pull bolt that can be moved for ambidextrous operation. SRP: $3,299. Also new from Savage is the A22 Takedown FDE. This .22 LR semi-auto with an 18-inch barrel has easy twist-apart takedown convenience, plus a bevy of storage compartments. A built-in Picatinny rail and sling studs, plus iron sights and adjustable cheek riser, give a shooter a lot of options with this packable gun. It’s fed by a 10-round rotary magazine and has a rightside charging handle. SRP: $479. Booth #12821 (savagearms.com)
SMITH & WESSON
Smith & Wesson took their time getting into the pistol caliber carbine market, but when they did, they advanced PCC design. The Response PCC sports triedand-true Magpul furniture on the rear and a 16-inch barrel up front. At first glance it’s a typical-looking PPC. The difference, though, is in the receiver, which has a fully interchangeable magazine well. This allows the current M&P user to run their own double-stack mags in the gun along with its 23-round included mag. Or, change out the trademarked FLEXMAG mag well, and the Response can run Glock magazines. SRP: $799. Booth #12427 (smith-wesson.com)
34 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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$100 OFF THE
OPERATOR DMR
DESIGNATED MARKSMAN RIFLE
PLU S 5 FRE E M AGA Z I N ES
BARREL
WEIGHT
LENGTH
$100 OFF
OP1505 (5.56)
20" CHROME LINED, 1:7 TWIST
7.2 LBS
36.5" RETRACTED
$100 OFF
OP1510 (5.56)
16" CHROME LINED, 1:9 TWIST
6.5 LBS
33" RETRACTED
VISIT US AT:
BOOTH 12464
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PRODUCT FEATURE
GUNS
SPRINGFIELD ARMORY
Springfield Armory recently introduced two new options for the Hellion bullpup, giving those who yearn for better ballistics with their 5.56 ammo some satisfaction. The new Hellion choices have 18- and 20-inch barrels. Staying true to the inspiration behind the semi-auto Hellion, the Croatian VHS-2 full auto, the 20-inch barrel Hellion adopts features of the VHS-D2, the designated marksman version of the VHS-2. It sports a ribbed forward area of the barrel to enhance cooling and has an integral bayonet lug. SRP: $2,016, 18-inch version; $2,031, 20-inch version. Also from Springfield Armory is a brand-new line called Model 2020 Redline hunting rifles. Current models are chambered in 5.56 NATO and .308 Winchester. Redline rifles replicate the classic scout rifle design: short and handy with a forward-set scope/optic Picatinny rail for good maneuverability and maintenance of peripheral vision in brush and other types of cover. Carbon fiber runs strong in this line. Barrels of Redline model rifles are carbon fiber, floated, threaded, and capped with a recoil-buffering brake. Hand-painted carbon-fiber stocks from AG Composites lend a distinctive look. Length of pull is adjustable from 13.25 to 14.25 inches with included spacers and even longer with separately available spacers. These rifles have guaranteed accuracy from 0.75 MOA. SRP: $2,299. Booth #11217 (springfield-armory.com)
UBERTI
The Old West meets the modern hunting woods with the new line of 1873 Hunter lever-action rifles from Uberti. Based on the classically styled Uberti 1873 series, these rifles—available in .45 LC and .44 Magnum chambers—add top-mounted Picatinny rails for easy scope or electronic optic integration. Booth #13238 (uberti-usa.com)
WINCHESTER
The new Winchester Ranger lever-action features a 20-inch precision button-rifled chrome-moly steel barrel with target-style crown, a walnut stock with satin finish and straight grip styling, classic carbine-style forearm with barrel band, hooded front sight and adjustable rear sight, and a precisionmachined billet aluminum receiver. The 3⁄8-inch grooved receiver accepts optic mounts and an over-travel adjustment screw helps ensure a clean, crisp trigger. Other features include an easy-to-load tubular magazine as well as a single-screw takedown for cleaning. Booth #10938 (winchesterguns.com)
shotguns AMERICAN TACTICAL
American Tactical has doubled down on revamping their Road Agent side-by-sides. Consumers wanted double-trigger coach guns, and ATI delivered. The Road Agent line is produced in Turkey with in-person oversight from an ATI engineer. Chambered in 12 or 20 gauge with carbon-steel barrels, the new Road Agents have decocking hammers, a feature for which ATI holds the patent. The two new guns have aluminum receivers with ornate scrolling on the outside and threeinch chambers. There are two length/finish choices. The 18.5-inch model has a black finish and standard walnut furniture. The Prime has a 26-inch carbon-steel barrel with a shiny, nickel-tone aluminum finish and premium walnut furniture. SRP: $599.95. Booth #72405 (americantactical.us)
36 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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YOU MAKE IT… AVIENT MAKES IT
POSSIBLE Advanced material solutions for advanced applications From grips to recoil pads, and holsters to body armor, Avient’s specialized polymer and composite solutions, forward-thinking design expertise, and customer-centric approach help you create products that always hit the mark.
For more idea inspiration, visit avient.com/outdoor or call 1.844.4AVIENT.
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PRODUCT FEATURE
GUNS
BENELLI
Known as the leader in advanced shotgun technology, Benelli continues to push the maximum performance boundaries with the all-new Advanced Impact barrel system available in the Benelli Performance Shop Ethos line of semi-auto shotguns for 2024. The Advanced Impact technology centers on revolutionary new ballistic contours within the barrel bore that combine with the equally new Advanced Impact CRIO choke tubes to boost downrange shot column energy and velocity for up to 50-percent deeper penetration compared to existing barrel technology. Booth #13238 (benelliusa.com)
BROWNING
A 20-gauge A5 joins the line this year. Features include a gloss-finish Turkish walnut stock that is shim-adjustable for length of pull, cast, and drop; gloss black anodized receiver finishing; three Invector-DS choke tubes; the Inflex II recoil pad; and a fiber-optic front sight. In addition, this new 20 gauge also boasts Browning’s Speed Load Plus, a feeding system that sends the first shell loaded into the magazine directly into the chamber, as well as the A5’s famous Kinetic Drive system that results in consistent, reliable function with a wide variety of loads and under the full extremes of weather, temperature, moisture, and grime. Booth #10938 (browning.com)
FRANCHI
Franchi ramps up its popular Affinity 3 series semi-auto shotgun line for 2024 with the addition of the Affinity 3 Sport-Trap model. Developed as an entry-level shotgun for competitive sport and trap shooting, the Affinity 3 Sport-Trap hosts Franchi’s Evolved Ergonom-X stock system (which includes adjustable drop, cast, and LOP) along with a 30-inch barrel chambered in 3-inch 12-gauge, barrel porting for reduced muzzle flip, and oversized bolt controls with a beveled loading port for smooth and efficient operation on the line. Booth #13238 (franchiusa.com)
CHARLES DALY
The CD Defense Hydra 902 Bullpup/AR combo shotgun features an upper chambered for 3-inch 12-gauge shotgun ammo and attaches to interchangeable lowers—one in a bullpup platform, the other in an AR platform. This uniquely designed combo gives shooters the ability to convert between these two very popular platforms. The barrel length is 18.7 inches and is covered by an aluminum barrel shroud with a top and bottom Picatinny rail perfect for mounting optics and accessories in addition to the already attached angled fore grip. The Hydra 902 features Beretta/Benelli Mobil choke threads and includes three choke tubes (IC, M, F). Both lowers are equipped with an adjustable comb and a generous rubber recoil pad. The Hydra also includes adjustable flip-up sights along with two five-round magazines. Booth #12853 (charlesdaly.com)
MOSSBERG
Turkey hunters will see four shotgun combinations specifically designed for them this year. These new turkey/optic-ready combos in three gauges offer hunters improved eye alignment and faster target acquisition. Designed with receiver cuts that accept low-profile direct mounting of Shield RMSc-pattern sights, each shotgun also comes outfitted with a Holosun HS407K micro dot sight for straight-out-of-the-box hunting convenience. Model 500 versions will be offered in .410 bore and 20 gauge. In addition, the stock on the Super Bantam uses one-inch spacers to extend length of pull from 12 inches to 13 inches. The 835 Ulti-Mag is available in 12 gauge. It also features an overbored barrel designed to reduce pellet deformation and help create uniform, dense patterns. The new 940 Pro Waterfowl Optic Ready model is a 12-gauge 3-inch autoloader that features a 28-inch AccuChokecompatible vent-rib barrel equipped with a HiViz CompSight front fiber-optic sight. An extended X-Factor Modified choke tube and flush Full and Improved Cylinder chokes are included. Metal surfaces (receiver and barrel) wear a weather-resistant Cerakote finish in Patriot Brown, which naturally blends with
38 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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D O M I N AT E T H E D I S TA N C E
The Lupo HPR sets a new benchmark for factoryguaranteed sub-MOA (3/4-inch, 5-shot) long-range production rifles. Built on the success of the Lupo chassis system and mated with a straight-fluted CRIO ® barrel and custom-fit stock system, this Benelli is engineered to deliver high-precision results, time and time again. To find out more, visit BenelliUSA.com.
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PRODUCT FEATURE
GUNS
the Mossy Oak Vintage Shadowgrass camouflaged stock and forend. Rounding out this package is aggressive Mossberg signature texturing on the forend and stock; sling swivel studs; 5-round capacity; opticcut receiver; drilled and tapped receiver; and ambidextrous safety. SRP: $1,210. The new 940 Snow Goose Optic Ready is available in two versions—one with a 13-shot capacity (for areas where capacity is not restricted), the other with a five-shot capacity. Both are 12-gauge 3-inch fowling shotguns with 28-inch barrels. The vent-rib barrel is topped with a HiViz CompSight front fiber-optic sight and comes equipped with an extended X-Factor Modified and flush Full and Improved Cylinder choke tubes. Battleship Gray Cerakote finish is featured on the receiver and barrel with complementing TrueTimber Viper Snow camouflage covering the stock and forend. Other features include aggressive Mossberg signature texturing on the stock and forend; sling swivel studs; opticcut receiver; drilled and tapped receiver; and top-mounted safety for ease of use by right- or left-handed shooters. SRP: $1,285. Booth #12832 (mossberg.com)
RETAY ARMS
Turkish manufacturer Retay Arms released a new semi-auto 20 gauge that brings modularity normally associated with rifles to the shotgun category. It’s called the Gordion Compact. The Gordion Compact has a choice of 24- or 26-inch barrels. While the frame is full size, it’s shipped with a shortened stock that includes adjustable length of pull. Adjustments can be made with a screwdriver, adding or subtracting .25-inch shims from the buttstock. Length of pull ranges from 12.5 to 13.5 inches. The stock, purchased separately, can also be changed out for a full-size. There are no plastic components in the Gordion Compact’s receiver, trigger, or trigger guard, and the shotgun is outfitted with Retay Arms’ Inertia Plus bolt system that prevents out-of-battery malfunctions and is quieter than most. Seven finishes, including several camo patterns, are offered. SRP: $899-$999. Booth #70743 (retayusa.com)
SAVAGE ARMS
The Stevens 560 line consists of semi-auto scatterguns made with hunting in mind. The new line includes full-size and compact models, all in 12 gauge. Barrel lengths are 26 or 28 inches. Three chokes are included. The barrel is hard chromelined. Other features include a lightweight aluminum-alloy receiver, manual safety in the trigger guard, oversized controls, and a raised ventilated rib with mid-bead rear sight and fiber-optic front sight. The stock is Turkish walnut. SRP: $499. Booth #12821 (savagearms.com)
handguns DICKINSON ARMS
The 1911 pistol is the gold standard by which all semi-automatic pistols have been judged. The simple, yet elegant design has withstood years of development and still reigns supreme to many shooters. Dickinson Arms’ new ADAM Series of 1911s, available in both 9mm and .45 ACP, are made with exemplary craftsmanship and attention to detail. The Standard 1911 boasts a forged steel barrel, slide, and frame. The 9x19mm Parabellum models have a 4.37-inch-long barrel, an overall length of 7.87 inches, and a nine-round capacity; .45 ACP models have a 5-inch barrel length, an overall length of 8.5 inches, and a seven-round capacity. These models are available in a blued finish or a satin chrome finish, both with a synthetic grip. The Premium models come in a wide range of specialized finishes. The Fireball model has a case-hardened blued finish; the Rainbow model has a finish that changes colors as you change the angle as you hold it. The American Eagle model has a blue-and-gold-finish with a beautiful bald eagle design. All of the Premium models come with wooden packaging options and are customizable. Booth #71105 (dickinsonarms.com)
40 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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5.7x28 AMMO Going to the shooting range just got easier with your favorite 5.7x28mm pistol or carbine! The newest extension in the popular Fiocchi Range Dynamics line is now available in a bulk pack. This 5.7 cartridge is a 40 grain, full metal jacket projectile and bundled in a 150 round package. Another in a line of 5.7x28mm ammunition unmatched in the industry!
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FIOCCHIUSA.COM
12/18/23 10:42 AM
PRODUCT FEATURE
GUNS
EUROPEAN AMERICAN ARMORY
The Girsan Witness 2311 is a double-stacked 1911 built to compete at an affordable price. This state-of-the-art semi-automatic pistol boasts a sleek design with ergonomic space-age grips, optic-ready slide (RMS/RMSc), accessory rail, multiple barrel lengths, calibers, and model configurations. In an industry where quality often comes at a premium, the Witness 2311 stands out as a true game-changer. EAA and Girsan understand the importance of providing high-quality firearms accessible to a wider audience, and that’s why the Witness 2311 is priced competitively at a starting price of $999. Booth #12054 (eaacorp.com)
FN
FN has expanded its rimfire interpretation of their popular 509 platform. The 502 is chambered in .22 LR and is now offered as the 502 MRD, a sporty, optic-ready, singleaction gun made for extended range practice. Its package includes two 10-round magazines and plates for mounting most brands of micro optics. Conveniently, most 509 holsters are also a fit for the 502 MRD. SRP: $469. On the larger side of the spectrum, FN released what they call “big bore” choices of the original 509 design. The 510 MRD is chambered in 10mm and has 10- and 15-round mags. The 545 MRD is chambered in .45 ACP, also with 10- and 15-round mags. Like the 509, these are polymer-lower, striker-fired designs with 4.1-inch barrels. Available in black and FDE. SRP: $919. Booth #12805 (fnamerica.com)
LONE WOLF ARMS
Lone Wolf, a longtime supplier of upscale Glock aftermarket parts, has released a new line of Glock 19-inspired 9mm pistols called DUSK19. The DUSK line integrates the company’s extensive experience in satisfying performance and aesthetic demands into a compact, striker-fired platform. Lower third co-witness tritium sights are included on the optic-ready slide. Four slide colors are offered. The PVD-coated barrel is 416 stainless steel, and the 19-degree grip angle and interchangeable swells offer intuitive point-and-shoot handling for most shooters. The DUSK19 also sports a trendy flat-face trigger. This gun weighs in at less than 20 ounces for easy EDC. SRP: $649.95. Booth #72238 (lonewolfdist.com)
42 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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PRODUCT FEATURE
GUNS
ROSSI
Rossi could be credited with the most unusual offering of the year. The break-open, hammer-fired, singleshot handgun, the Brawler, is chambered in .410/.45 LC. Front and rear sights are included on the nineinch barrel. Despite its near-gargantuan size (14 inches long and 38 ounces), Rossi set the Brawler up for ease of use with a thick rubber grip and a Picatinny rail that allows attachment of the optic of choice. Its steel receiver with polymer overmold is finished in black oxide. This is a big handgun for a small price. SRP: $239. Booth #13038 (rossiusa.com)
SMITH & WESSON
The M&P Magnum is a welcome addition to the manufacturer’s M&P line. This full-size, polymer-lower handgun has a 4.35-inch barrel and internal hammer-fired operation. The enjoyment of shooting low-recoil but powerful rimfire rounds can go on and on with the M&P’s 30-round magazine. A slim and textured grip and fully ambidextrous controls mean the whole family can shoot this one. A flat-face trigger, accessory rail, and optic slot make this a thoroughly modern .22 WMR. SRP: $649. S&W kept up the theme of small-and-fast caliber releases when they announced a new color choice to their M&P 5.7 Pistol. It’s a two-tone with a flat dark earth frame and black Armornite slide. This gun has an internal hammer and S&W’s trademarked TEMPO barrel system. In the firing sequence, the barrel cams open only after the bullet has passed the ejection port. This new technology and modern features—such as a rail, optic capability, and ambidextrous slide lock—make this gun a lightweight alternative to a varmint rifle. SRP: $719. Larger calibers were not forgotten by S&W. They supported the renewed interest in the 10mm cartridge by releasing a new line extension of their M&P Performance Center 2.0 pistols. This one is ideal for target shooting or hunting, with a substantial 5.6-inch ported barrel and two 15-round magazines. SRP: $749. Booth #12427 (smith-wesson.com)
44 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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BEST FIREARM OF SHOT SHOW 2023 Bond Arms Lever-Action include: - Short-throw lever. - A rotating bolt for strength and precision. - Chambering of modern cartidges. - User configurability and modification. - Utilization of modern materials. - CALIBER OPTIONS: .223 WYLDE, .223, 5.56, 300 BLACKOUT, 450 BUSHMASTER
ONLY
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- Caliber: .45-70 Gov’t .44 MAG - Future Calibers: .50 AE - 4.25 inch barrel - 6.75 inches long - 28 ounces - B6 Resin Grips
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- Only 14.4 oz - Black Aluminum Frame with Stainless Steel Matte Finished Barrel - 3 inch Barrel - 5.5 inches long - B6 Resin Grips - Caliber Options:
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- Caliber: .45LC/.410 - 3.5 inch barrel - 5.75 inches long - 22 ounces - B6 Resin Grips
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$
MSRP
- Caliber: .22MAG , ..22LR, .380, 9mm - 3 inch barrel - 5.5 inches long - 17.5 ounces - B6 Resin Grips
MUST BE 21. NOT AVAILABLE IN ALL STATES.
12/18/23 10:43 AM
PRODUCT FEATURE
GUNS
STOEGER
For 2024, Stoeger expands its rugged and reliable STR series of polymer striker-fired pistols with the all-new STR-9 Combat X. Tested in excess of 10,000 rounds of continuous fire without failure, it is built to meet or exceed international military specifications. The STR-9 Combat X is a mid-size handgun, chambered in 9mm, with a straight-grip front strap and ambidextrous slide release. It comes with all the features of the Stoeger STR-9 Combat, including an enlarged mag well, fiber-optic sights, optic-ready slide, and a threaded muzzle. Booth #13238 (stoegerindustries.com)
TAURUS
The GX4 Carry is a new higher-capacity (15+1) variant of the company’s popular 9mm GX4. Other new additions include an accessory rail, a grip with a single finger groove, 3.7-inch barrel, and the company’s TORO optic-ready slide. Interchangeable backstraps and a flat-faced trigger are still in the package in this enlarged interpretation of the GX4. It should make an ideal choice for home defense or carry for anyone who can conceal its still-compact but comparatively larger dimensions. SRP: $504.99. Booth #13038 (taurususa.com)
UBERTI
The Old West meets the modern hunting woods with a new line of 1873 Hunter six-shot revolvers. Based on the classically styled Uberti 1873 series models, these revolvers—available in .45 LC and .44 Magnum chambers—add top-mounted Picatinny rails for easy scope or electronic optic integration. Booth #13238 (uberti-usa.com)
WALTHER
Crafted with a balance of function and performance-based firepower, the new polymerframe PDP Match 9mm performance duty pistol is the epitome of durability, endurance, and precision. The rust-resistant, full-size polymer frame is capable of withstanding high temperatures to support firing endurance. The larger-capacity magazine, along with an aluminum mag well and base pads, brings efficiency to magazine changes. Add in the tenifercoated slide adorned with strategic slide cuts and the result is a sophisticated, lightweight, optics-ready handgun. Walther has also launched a steel-frame version designed to endure harsh conditions while delivering superior results. Booth #61502 (waltherarms.com)
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The prevailing notion for years was that American hunters and shooters don’t like straight-pull rifles. Savage went against the grain and changed that narrative with the release of the Impulse.
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AGAINST THE
GRAIN
by Brad Fitzpatrick
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AGAINST THE GRAIN
S
traight-pull rifles have been popular worldwide for some time, specifically in Europe where rifles like the Merkel Helix, Blaser R93/R8, and Heym’s
SR 30 are popular choices for big-game hunting. Affection for straight-pulls never made it to this side of the pond, though. Ever since I was a boy and marveled at the first straight-pull rifle I saw in a magazine, the messaging has been the same: the straight-pull design was never going to make it in America, the land of hot dogs, baseball, and the Remington 700. Like so many other things, that all changed in 2020. Rumors were circulating that Savage was working on a top-secret project that was a major departure from anything the company had previously offered. Many suspected a semi-auto pistol (the Stance pistol did indeed arrive shortly afterward), and some thought the classified project might be a new lever gun. I haven’t met anyone except those with inside knowledge who expected a straight-pull, but that’s what Savage launched. It was called the Impulse, and it sent shock waves through the industry. “Savage saw an opportunity, and we felt we could bring an unmatched solution to the market,” says Beth Shimanski, Savage’s director of marketing. “As with any of our products, we focused on bringing a high-performance, innovative, but most importantly, an accurate rifle to consumers.” To be fair, the Savage is not the first or only straight-pull in production by an American company (the Browning T-Bolt predates it by over 50 years), but the Impulse was the first modern straight-pull centerfire hunting rifle to come to pass. One reason that straight-pulls are not as popular as bolt-actions in the States is that straight-pulls are more complex and costly to build. Bolt guns feature rotating lugs that are manually locked into place by rotating the bolt handle. This solid steel-to-steel lockup makes properly built bolt guns extremely strong because the sturdy lugs at the front of the bolt are locked in position and cannot release until the bolt is cycled.
Beth Shimanski, Savage's director of marketing, with a bull elk taken with the Savage Impulse in Utah.
Building a safe, reliable straight-pull requires a bolt that does not rotate yet is strong enough to be safe and prevent the bolt blowing backward into the shooter’s face in the event that safe pressure limits are somehow exceeded. Different straight-pull rifle manufacturers have their own recipes for building safe straight-pull rifles, but innovations and outside-thebox engineering and design has been one of Savage’s strong suits over the past couple of decades (think AccuTrigger, AccuStock, et al). To make their straight-pull safe and fast-operating, Savage developed something called Hexlock, and it’s the heart of the Impulse rifle. When the Impulse’s bolt is closed and the bolt handle is rotated forward, a plunger within the bolt drives six ball bearings outward and into recesses within the barrel extension. At this point the bolt is locked into position, and the bearings actually tighten relative to pressure increases. When the bolt handle is
Top: The Impulse Predator has a detachable 10-round AICS-pattern magazine. Bottom: The Impulse Hog Hunter comes with a detachable box magazine.
rotated rearward, the plunger moves out of position and the bearings retreat into the bolt body, allowing the bolt to cycle. The system is safe, but it’s also extremely fast compared to a bolt action. Cycling a traditional bolt gun requires four steps. First, the bolt handle must be elevated to unlock the lugs; second, the bolt must be retracted to extract and eject the spent round; third, the bolt must be run forward to chamber a round; fourth, the bolt handle must be rotated to lock the lugs. A straight-pull eliminates bolt lift and lowering, so with practice you can cycle these guns very quickly. What’s more, you don’t have to lift your head and break your sight picture when firing. “Confidence in your follow-up shots is crucial for hunters. It doesn’t matter if it is a grizzly bear in Alaska or a pig in Texas, I can say follow-up shots are quicker with the Impulse rifle,” says Rob Gates, Savage’s vice president of sales and marketing. “In both situations, I never lost sight of my target. My cheek never left the stock, and my eyes stayed focused on the animal.” The Hexlock system is safe and fast, and it’s certainly one of the most substantial developments from a company with a well-deserved reputation for innovative firearm design. At the same time, Hexlock is hardly the only innovative feature found on Impulse rifles. The bolt handle is removable and reversible, which means in a few easy steps you can swap this rifle to accommodate right- and left-handed shooters. The bolt head is actually free-floating and interchangeable, and the quick bolt-release button on the rear shroud of the bolt allows you to release the ball bearings and cycle the bolt even with the safety engaged (which
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Hunting ... It’s what we know. It’s what we do. It’s who we are. We’re explorers. We’re adventure seekers. We’re those who pursue the experiences that take us to the source of life itself. We’re at home in the woods and restless in modern society. We’re passionate about our craft and driven to improve it. We know what works and what doesn’t. So, we customize. We innovate. We devote our time and resources to developing precisely the types of tools we need for each pursuit. Although Taurus Hunt offers an ultra-modern take on the traditional hunting firearm, this collection’s DNA harkens back to the days when hunting wasn’t just a lifestyle. It was our lifeblood. Welcome to Taurus Hunt.
SHOT BOOTH #13038
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AGAINST THE GRAIN
is also why the traditional three-position Savage safety has been replaced with a two-position tangmounted safety). The aluminum receiver has a 20 MOA rail machined to it, so there’s no need to purchase and mount scope bases. Existing features, such as the adjustable (and extremely safe) Savage AccuTrigger and the AccuFit stock, have found their way onto this gun as well. The AccuFit allows the shooter to adjust comb height and length of pull, and since this rifle also comes with a reversible bolt handle you truly can customize the Impulse to fit just about any shooter. Several models are equipped with Savage’s clever AccuStock, which comes with a rigid aluminum chassis for maximum accuracy.
The AccuFit stock allows the shooter to adjust comb height and length of pull, helping to customize gun fit to any shooter.
MODELS AND FEATURES
There are currently four different Savage Impulse models available. The Impulse Hog Hunter ($1,379) is available in 6.5 Creedmoor, .308 Win., .30-06, and .300 Win. Mag. and comes with a detachable box magazine, OD green polymer AccuStock, and 5/8x24 threaded carbon-steel barrels measuring from 18 to 24 inches. As the name implies, the Hog Hunter is indeed a perfect pig rifle because it allows the shooter to fire very quickly when a sounder approaches.
The Impulse Predator ($1,379) is designed with the dedicated coyote, cat, and varmint hunter in mind and comes with a detachable 10-round AICSpattern magazine and a 20-inch medium-contour threaded barrel. The Mossy Oak Terra Gila camo AccuStock looks good and blends into a variety of habitats. Like the Hog Hunter, the Impulse Predator’s stock has soft-touch inserts and the oversized trigger guard offers plenty of room for
shooting while wearing gloves. The Predator version is chambered in .22-250 Rem., .243 Win., 6.5 Creedmoor, and .308 Win. Though it was primarily designed with hunters in mind, long-range target and competition shooters will appreciate the Impulse Elite Precision rifle ($2,499 to $2,799). The Impulse Elite Precision shares many of the same features and design elements you’ll find on Savage’s bolt-action 110 Elite Precision:
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54 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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Designed with long-range and competition shooters in mind, the Precision Elite Impulse features an MDT one-piece ACC aluminum chassis and full-length ARCA rail and M-Lok slots, 1.5 to 4-pound AccuTrigger, and a Palma contour stainless-steel barrel with brake.
an MDT 1-piece ACC aluminum chassis and fulllength ARCA rail and M-Lok slots, 1.5 to 4-pound AccuTrigger, and a Palma contour stainless-steel barrel with brake. The Impulse Elite Precision is available in popular target chamberings from 6mm Creedmoor to .338 Lapua. The Hog Hunter and Predator rifles, both of which weigh just under 9 pounds, aren’t particularly light rifles. That’s not an issue for stand hunting, but Savage recognized the need for a lighter gun for high-country hunters. That led to the 2022 release of the Impulse Mountain Hunter ($2,437) which, with its carbon fiber-wrapped PROOF Research barrel weighs in at as little as 7.2 pounds.
First and foremost, even though the Impulse can crank off very fast follow-up shots there is a learning curve for those of us who have spent the vast majority of our hunting careers behind a traditional turn-bolt rifle. The Impulse takes practice. It takes finesse. With time, however, you can learn to shoot this gun very quickly. The secret, it seems, is to learn not to do too much of the work when cycling the rifle. My experience (and I’ve heard this from other shooters as well) is that the natural reaction of a bolt-action shooter is to try to apply more pressure to the bolt handle than is required. It’s a simple flick of the wrist, straight forward and back. Bolt-gun shooters must resist the impulse (pun intended) to rotate the bolt during manipulation. With practice, however, you can indeed learn to shoot this gun faster than a traditional bolt-action.
RANGE TIME WITH THE IMPULSE
I’ve tested several models of Impulse rifles, most recently the trimmed-down Mountain hunter version, and there are a few takeaways from those experiences that are worth noting.
I had no feeding, extraction, or ejection issues with the Impulse Mountain Hunter during testing, though for a brief moment I could not get the bolt back into the rifle during routine cleaning. The trick is to rotate the handle back and release the internal plunger so the bolt can slide into place. My failure to thoroughly read the manual notwithstanding, this gun performs well. And boy, is it accurate. With good loads, a quality optic, and a competent shooter, the Impulse Mountain Hunter is a three-quarter-minute rifle. Not occasionally, but consistently. That’s not surprising, though, as Savage has built their reputation by producing accurate rifles. It’s a new day for Savage, and a new day for American shooters. The first domestic straight-pull has arrived with the release of the Impulse, and against all odds it seems to be convincing American hunters to give straight-pulls a shot. Booth #12821 (savagearms.com)
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Machine ONE LEAN
Under Ruger’s leadership, the “new” Marlin is better than ever.
by Brian McCombie
Introduced just 13 months after Ruger moved Marlin to North Carolina, the Model 1895 SBL was the first Marlin lever action made under the Ruger banner and received almost universal praise.
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Author holding a brand-new Model 336 Classic rifle ready to be shipped out.
I
n July 2022, at the invitation of Marlin, I did a free-range Axis deer hunt in the Texas Hill Country. My rifle was the thennew Marlin Trapper chambered in .45-70 Govt., topped with a Trijicon Credo HX 1-6X scope. In all, I shot the rifle for less than a single box
of ammunition, including one round at an Axis buck standing broadside at 80 yards. The buck dropped immediately. I had venison, but no real data on the rifle’s accuracy beyond reasonably tight groups shot at a makeshift range. So, Marlin sent me the very same rifle a few weeks later. I had the same model Trijicon glass on hand, mounted it on the Trapper, and went to my local range. Using Hornady LEVERevolution .45-70 Govt. launching a 325-grain FTX bullet, I zeroed the rig and began shooting three-shot groups at 100 yards for accuracy. From my sandbagged rest, I soon pegged a three-shot group that measured .70 inch. I figured it was a fluke. The Trapper, after all, sported a stubby 16-inch barrel and the .45-70 cartridge isn’t exactly known as a precision round. And then I shot another sub-MOA group, followed by a 1-inch group.
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ONE LEAN MACHINE
Any lever action in this caliber making 2-inch groups is generally considered good to go, but this Trapper was capable of sub-MOA? So, I asked myself, “How did Marlin do that?”
HOW THEY DID IT
The quick answer? Marlin did this as a Ruger brand. I toured the Ruger/Marlin facility in Mayodan, North Carolina, a year later to reach this conclusion. But how this all came about requires some history first. John Marlin was a machinist, born and raised in Connecticut, who began producing handguns around 1863. During the next decade, Marlin patented his first lever action, and he and the Marlin Firearms Company went on to produce some of the most iconic lever rifles in American history. Marlin definitely had its ups and downs as both a business and a gun maker, but it did make it essentially intact until 2007 when it was purchased by the now-defunct Remington Outdoor Company (ROC). ROC moved the machinery and materials from Marlin’s North Haven, Connecticut, plant to Ilion, New York, where Remington produced its flagship Model 700 centerfire rifles. ROC gets a good deal of criticism for producing sub-standard Marlin rifles; certainly, the company made a number of rifles that suffered substantial quality control issues. But, in fact, the original Marlin had its own quality control issues and by 2000 was in the position to either spend millions of dollars upgrading equipment and manufacturing processes or selling. It sold. ROC set about to improve the Marlin line, and after some disappointing offerings started to steadily improve the rifles, especially those made after 2015. ROC declared bankruptcy in July 2020. When the assets were sold a couple of months later, Marlin was purchased by Strum, Ruger and Company, which officially took ownership in November 2020. It took just over a year for the first Ruger-made Marlin to appear, the Model 1895 SBL, a shiny
stainless-steel, big-loop lever in .45-70 Govt. Praise was immediate across the shooting sports media, with one writer calling it the best lever-action Marlin ever. Marlin followed up with the Model 1895 Trapper and then the Model 1895 Guide Gun, followed by the Model 336 Classic in .30-30 Win. More recently, Marlin introduced the Model 1894 Classic chambered in .44 Rem. Mag., soon joined by its little brother in .357 Mag. I’ve used or reviewed the SBL, the Trapper, the Model 336, and the Model 1894 in .44 Rem. Mag. All functioned very well and were very accurate. One of the few complaints from FFLs and their customers concerned timely delivery. The new Marlin seemed to take forever to launch its first rifle, and it wasn’t terribly speedy in getting out other models. Why couldn’t they build more levers to meet the huge demand, with new Marlins often gone the day they hit an FFL’s gun rack? “I think a lot of people believed that once Ruger bought Marlin, we’d just pick up the facility in Ilion, New York, transplant it down here to Mayodan, and start making rifles,” Nate Brown, Ruger’s chief design engineer told me during my time in Mayodan. “That wasn’t even close to the reality of what happened, of what we had to deal with.” With the bankruptcy sale completed, Ruger staff immediately descended upon Ilion to inventory Marlin machinery, parts, and supplies. At the same time, Brown’s engineering and design team gathered up and poured over Marlin design specifications, as well as documenting the Marlin ROC manufacturing process. Physically moving all of ROC Marlin to Mayodan took 150 semi-truck loads of everything from machinery and fixtures to huge pallets of finished and unfinished parts. Much of that is currently being stored in a warehouse near the Mayodan facility. I visited this warehouse, and the old machinery and materials are spread out over a floor space larger than a football field. Despite the literal tons of equipment it had acquired, Ruger could only salvage a handful of the machines used in the ROC Marlin manufacturing. “The newest piece of equipment we found
that was used to create barrel blanks was made in 1905,” Carl Westergard, Ruger’s chief manufacturing engineer, told me as we began examining the four manufacturing lines dedicated to producing Marlins. “They were using the broaching process at Ilion to make their barrels, and we knew that was not going to work for us. We decided to do it the Ruger Way, and that is hammer-forging the rifle barrels.”
THE RUGER WAY
The Ruger Way started with the company’s engineers and designers creating the manufacturing process to build that first rifle, the SBL. That required forming and integrating new manufacturing lines for parts and assembly and figuring out the best ways to do new things such as polishing the stainless receivers on the SBLs. Once the Ruger team had the manufacturing process down, much testing was needed to be 100-percent sure the rifles were truly functional and reliable. Testing included firing approximately 75,000 rounds of .45-70 through later pre-production units and the first production SBLs. In the larger sense, the Ruger Way to manufacture Marlin lever actions incorporates what the company refers to as “One Piece Flow.” One Piece Flow starts with raw materials at the beginning of the manufacturing process. Then the materials are turned into rifle parts as they progress or flow down the manufacturing lines. Some parts are
MARLIN FOR 2024 AND BEYOND For 2024 and the SHOT Show, Marlin will likely launch one new rifle. But the larger Marlin/Ruger effort will be to steadily increase the volume of production for existing lever action SKUs. Once that volume is achieved? Marlin staff have many new designs in the works and new centerfire caliber offerings are possible for existing rifle lines. A rimfire rifle is a possibility, too. As the Marlin mantra goes, “Long Live The Lever Gun.” Booth #72327 (marlinfirearms.com)
A number of Model 336 Classic barreled actions ready for the next step in the manufacturing process.
60 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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ONE LEAN MACHINE
connected to other parts within the flow while others come together in pre- and final assemblies. A Marlin bolt, for example, begins life as a round, stainless-steel blank, about six inches long and the diameter of a roll of quarters. The blank then goes through seven separate machining steps before it is ready to be fit into a newly made receiver, with these machines arranged side by side. The bolt goes into one machine, the work is done, the bolt is removed, and goes to the machine next in line. Receivers and levers start off as heavy forgings and go through their own machining processes. Receivers run through 13 machining steps, levers six. As each part leaves a machine, that part has its tolerances checked by the person actually working the machinery. As the various components come together, a new lever action is steadily built and is finished at the final assembly. Then, the rifle goes through a proofing, where a high-pressure round is fired through the rifle. That is followed by a final function check. These last two operations are also incorporated into the manufacturing line. Nothing, in fact, is sent out and then returned to the line. Having to send out parts for special coatings, for example, would put a huge kink in the flow. If it all goes as planned, a new rifle is produced in under five minutes throughout the workday.
Ruger associate installing the trigger guard plate into the bottom of a Model 1895 Guide Gun receiver.
Of course, things can and do go wrong for any number of reasons, and Ruger accounts for this in the flow process. “One Piece Flow allows operators to stop the lines when a bad or off part is first produced,” says Marlin product manager Eric Lundgren. “When you are on the plant floor, you may hear a variety of noises like a train whistle or a car horn. Those are initiated by machine operators
on the line when a bad part is discovered. That sound alerts the manufacturing engineer in charge of that line to go to the machine to evaluate and fix.” Which also explains why I spotted an engineering station at the end of the first Marlin line. Engineers are literally present on the line to respond to problems as well as to conduct near-constant tolerance checks of parts.
DID YOU
KNOW
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62 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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12/18/23 10:48 AM
ONE LEAN MACHINE
ROC Marlin followed a very different manufacturing process, one it termed “Centers of Excellence.” “Remington had major components machined in batches, in centers within the plant and then brought together in assembly,” explained Lundgren, who was also ROC Marlin’s project manager. “They created batches of parts. That can be a fine process if the opportunity for producing bad parts is very low. The problem comes in when you make 200 bad barrels and don’t figure it out until it is too late.” “If you make the parts correctly, then the parts fit correctly and the rifles work as they are supposed to work,” said Brown. “It sounds very obvious, but our examination of how the Original Marlin and the Remington Marlin manufactured their parts revealed that tolerances had a rather large leeway.” Which was why both the Marlin and Marlin ROC final assembly was often a matter of “making” the pieces fit. Levers might need to be slightly straightened, loading ramps could require much tuning, trigger pulls could be too tight or very loose. Wood stocks and forends could and often did require all manner of sanding, trimming, or filling. And if it became apparent that the 200 barrels or another part in the current batch were unsuitable? Assembly came to a costly halt until new barrels could be made.
Out-of-date machinery was a huge part of the problem, one reason why the original Marlin was sold to ROC. Although ROC made improvements to the Marlin machinery and the manufacturing flow, the company couldn’t afford a total revamp of the system of the kind Ruger has achieved. As noted, another Ruger Way change had to do with the barrel making for Marlin rifles. Marlin ROC and the original Marlin used the “broaching method.” Here, an undersized hole was drilled into the steel barrel blank. Then, a button tool was either pulled or pushed through the barrel to create the final bore and rifling grooves. With hammer forging, an oversized hole is first drilled into the steel barrel blank. Then a mandrel is inserted into that hole. A mandrel is a cylindrical tool that, in this case, corresponds to the exact bore size and rifling needed for the particular caliber barrel being produced. Next, the barrel blank with a mandrel inside is fed into the hammer forge, where the steel blank is literally hammered down around the mandrel, forming the bore and the rifling. The barrel is then trimmed to the proper length and machined down to the correct barrel profile. “We took all the time we needed to make these rifles right,” Brown said. “People got impatient. They
Testing of finished lever actions includes tens of thousands of rounds of ammunition.
wanted new Marlins, now. But we knew we had to come out of the gate with high-quality rifles or this just wasn’t going to work. And I think we did a really good job, shutting down one facility, re-designing the whole manufacturing process in another facility, and getting new rifles out in approximately one year.” Take all those Ruger-made changes, and that’s how one produces a Model 1895 Trapper capable of one MOA and better. Booth #72327 (ruger.com)
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64 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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Introducing the new
SPEED RIFLE. . The interface between the rifle and the shooter is crucial for consistent, accurate shot placement. With the X-Bolt 2, Browning offers up an innovative, fullyadjustable stock that adapts to fit the individual, a new trigger, and a revised receiver and bolt. Together, these components aim to redefine Total Accuracy from a factory rifle the way that only Browning can.
The new Vari-Tech stock features 3-way adjustability. The comb can be raised to align the eye with optics. Internal spacers offer trouble-free length of pull adjustment. Interchangeable grip modules (vertical and sporter profiles) optimize finger to trigger reach. Rubber overmolding on the stock enhances grip in all conditions.
The new DLX trigger is a multiple lever design that provides a consistent and crisp trigger break with zero creep, zero take-up, and zero overtravel. Adjustable to 3 lb.
Added bolt guidance area in the new receiver promotes smoother bolt operation for effortless cycling and reliable feeding. The new bolt has improved ergonomics and styling.
VISIT BROWNING BOOTH #12238
TOTAL ACCURACY. REDEFINED. browning.com
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DRIVING THE
TRAIN At Springfield Armory, product is king,
and developing exciting new products is the locomotive engine of growth. by Slaton L. White
S
teve Kramer is an experienced industry professional and the Vice President of Marketing for Springfield Armory, where he leads an in-house team developing advertising strategies for the company’s growing portfolio of products. After serving in the
Marine Corps as an infantry squad leader, he earned a degree in film and video production. He has spent the last 20 years representing brands in the firearms, optics, and outdoor space. SHOT Daily sat with him recently to discuss how, among other things, Springfield Armory meets the expectations of its customers.
SHOT Daily: What do you see as the biggest challenges facing the industry in the next five years? Steve Kramer: I believe the major challenges over the next five years are likely to stem from a combination of regulatory and supply-chain factors that will require adaptation and strategic planning within the industry. Restricted sales of our products are an obvious concern, but the ongoing global supply-chain disruptions the country continues to face as well as economic uncertainty are likely to be ongoing challenges.
SD: What opportunities do you see? SK: We live in an era of rapidly advancing new technology such as Artificial Intelligence, Augmented and Virtual Reality,
Conversational AI for customer service and engagement, and the growing ability to harvest analytics to assist in calculating the ROI and success of marketing strategies. The firearms industry as a whole has classically been slow to adopt cuttingedge technology, but these tools offer incredible benefits that help gain insights into customer behavior, preferences, and trends.
SD: How will you meet the expectations of your customers? SK: Customers today want a clear path to make informed decisions regarding their firearms purchases. We strive to give
the customer the knowledge to make that purchase decision before entering the store. To achieve this, we start by providing a fully featured website with detailed, media-rich product landing pages. Our daily content website, TheArmoryLife.com, provides further support with articles and videos by the top content creators in the industry. Post-purchase support is also extremely important, and owners can now use the new Springfield Armory customer dashboard and mobile app as a centralized hub of resources and support for their purchases.
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Steve Kramer, Vice President of Marketing
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SHOT DAILY INTERVIEW
SD: In a very competitive world, how does
Springfield Armory stay ahead of the pack?
SK: At Springfield Armory we believe that new
products “drive the train,” and we are constantly working to give our customers the new and exciting firearms options they are asking for. A perfect example of this is our new Echelon, a full-size 9mm dutygrade pistol with a host of innovative features. In addition, we have recently expanded into a new manufacturing facility that is helping us meet the strong and consistent demand for our products. Equally important is getting the message out in an increasingly crowded and competitive market. We use a multifaceted marketing approach that we have developed internally and refined over a number of years that has resulted in very successful new product launches.
SD: Springfield Armory recently has released a number of new products, including the Hellion 5.56mm Bullpup variants and the Model 2020 Rimfire, to go along with such well-established products as the SAINT and XD lines. How do you conceive of marketing programs for these lines?
SK: Creating effective marketing programs for
Springfield Armory’s new products and legacy lines requires a strategic approach that takes into account the unique features and target audience of each product. As the company grows and enters new product categories, we have opportunities to introduce the brand to new consumers. A prime example of this was bringing our first dedicated hunting rifle to market with the Model 2020 Waypoint. This intro into that market segment opened up awareness of our entire product line to a customer base that may have not been fully aware of our brand, namely the hunting community, and required a unique marketing approach.
The Echelon is a full-size 9mm duty-grade pistol with a host of innovative features.
magazine with the same title. Both are well-executed outreach programs designed to connect and engage with your customers. How have both been received?
SK: “The Armory Life” has proven to be a remarkable success. Offering readers and followers informative and entertaining firearms lifestyle content, the website at TheArmoryLife.com features a new article every day and has had 33 million pageviews since its launch. In addition, our quarterly “The Armory Life” print magazine has a circulation of 250,000 subscribers. Both the content on the website as well as the magazine are free, with the latter being available to Springfield Armory warranty registrants.
SD: What is the FIRSTLINE program? How does it work?
SK: Springfield Armory’s FIRSTLINE program
was designed to support those who serve both our nation and its citizens by offering them discounts on a select line of our products. Available
to a wide range of qualified professionals, the program offers a select listing of Springfield Armory firearms at discounted pricing in a simple, streamlined process. Rather than involving complicated rebates or post-purchase discounts, FIRSTLINE is designed to deliver immediate discounts and offerings. Qualified users can simply visit one of nearly 200 authorized dealer locations nationwide and purchase the firearm of their choice. Visit our site and click on the FIRSTLINE link to learn more about it. Booth #11217 (springfield-armory.com)
SD: How do you keep your dealer network informed of your new products?
SK: Effective communication with our dealer net-
work is crucial to the success of Springfield Armory. We are represented by The Evans Group, which does an outstanding job sharing our products with dealers across the nation. To support this effort, we create email campaigns that highlight both new and legacy products, outlining features and benefits, specifications, pricing, as well as marketing collateral and training materials. Our digital platforms and social media are carefully curated to provide educational and shareable content. Our Velocity program, a dealer training and rewards portal, has been especially well received.
SD: Springfield Armory has a website, “The
Armory Life”, along with a quarterly four-color
The new Hellion Bullpup variant is helping to redefine perceptions of semi-automatic 5.56mm performance by combining portability with unmatched functionality.
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Come see us at Booth #
12438
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TA K E Y O U R S E C U R I T Y T O T H E
NEXTLEVEL
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hornadysecurity.com
12/29/23 8:51 AM
70 ❚ SHOT BUSINESS DAILY ❚ DAY 1, JANUARY 23, 2024
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5.11 EMBODIES
"ALWAYS BE READY" A profoundly simple concept drives the company’s relentless pursuit of excellence. by Christopher Cogley
C
atchy slogans have become a necessity for companies that want their brand to stick in the mind of consumers long past the 30-second sound bite to which they’re attached. For most businesses, these slogans are little more
than a marketing tool designed to sell more products. When it comes to tactical and clothing and gear manufacturer 5.11, however, “Always Be Ready” isn’t a meaningless catch-phrase. The profoundly simple concept of always being ready is a mantra that’s a critical part of the company’s ethos and the driving force for the product development, innovation, and strategic partnerships that have made 5.11 so successful. “Because of 5.11’s true north goal to enable and inspire people to ‘Always Be Ready,’ we focus our innovation with that in mind,” says Francisco Morales, co-founder and Executive Chair of the Board of Directors of 5.11. “We consider, ‘How can this product be more than a product?’. If you’re making a pair of pants, how can we make it more than just an article of clothing? There is an extra set of challenges in designing our products because we try to make our products multifunctional across situation and occasion.” The primary way that 5.11 accomplishes that goal is to actually spend time in the field with the professionals for whom the products are ultimately designed. “When you get out there and really understand what they’re doing and what their jobs actually entail on a day-to-day basis, you discover problems that they often don’t even know they’re facing because these are the kinds of people who are so used to overcoming any issue that stands in their way,” says Matt Page, vice president of global product at 5.11.
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ALWAYS BE READY
The company's brick-and-mortar locations are designed to provide a rich customer experience that backs up the 5.11 “Always Be Ready” mantra.
This is exactly what happened when the 5.11 team went out in the field to spend time with professional K-9 operators. The dog handlers mentioned that the sturdy handle on the dogs’ vests worked well to help maintain a firm grip on the dogs and help lift them if needed, but the handles would often get hung up or snagged when the dog was moving quickly through tight spaces. Recognizing the potential risk this presented, the team went back to headquarters and engineered a low-profile handle on its K-9 harness that was strong enough to give handlers the support they need, but also flexible enough to not get caught up on any obstacles the dog had to maneuver through. When it comes to implementing innovative concepts to solve real-world problems such as this, 5.11 has a distinct advantage, thanks to an inhouse product development and prototype lab. “It’s great because we can sit around and come up with possible solutions, and when we hit on something that has potential, we can go right into the foundry, which is where we create our prototypes,” Page says. “Instead of having to wait months to see if the solution is even feasible, we can create a sample almost immediately so we can see the practicality of the solution before we ever send it to the factory.” There are times, however, when the solution is outside the scope of what’s available to the inhouse protype team. In those situations, 5.11 seeks out partners who have the same commitment to quality and readiness. “Many of our innovation partners are extremely open to having us approaching them with a problem we’re trying to solve,” Morales says. “They are the first ones to welcome our problem set and help us to solve it so that we can design the best products to meet our consumers’ needs.” This commitment to strategic partnerships is visible in many of the new products that 5.11 is launching at this year’s SHOT Show. Among them is the new collection of outerwear that combines
5.11’s tactical style and practicality with the lightweight and packable insulation of PrimaLoft. The line includes jackets and vests for men and women, each one designed to be both practical and packable. “By combining our expertise in creating durable and reliable apparel with PrimaLoft's innovative insulations, we’re able to offer our customers unparalleled performance that will help them to live the ‘Always Be Ready lifestyle,’” Morales says. In keeping with its “Always Be Ready” mantra, however, products such as the new jackets and vests that 5.11 develops to solve real situational problems never go straight from the factory to the people who depend on them. “We make hundreds of samples and get them into the hands of professionals to use, both in the line of duty and when they’re off the job doing the things they love—hiking, camping, hunting, and fishing,” says Page. “That’s how we know if the ideas are actually practical in real-world situa-
Every item in 5.11's expansive range of technical and tactical gear is engineered to withstand harsh conditions.
tions. It’s not uncommon for us to go through three or four versions before we finally get it to where it needs to be.” That commitment to getting it right is exactly why 5.11 depends on their overarching mantra as a driving force. “Every item in our expansive range of technical and tactical apparel, footwear, and gear is engineered to withstand the harshest of conditions and offer performance that's simply unmatched,” says Debra Radcliff, chief marketing officer for 5.11. “5.11’s purpose-built gear
5.11 has a clear omnichannel strategy that provides a consistent brand experience across retail stores and e-commerce operations.
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PCP-POWERED BOW FISHING AIRGUN.
The Umarex® AirJavelin FishR is a saltwater-grade air archery rifle designed for the harshest of marine environments. • 100 FPS / 28 ft. lbs. muzzle energy • 65 Full Power Shots on a single fill • Optic ready full-length Picatinny rail and M-LOK® slots
FEET PER SECOND
BOOTH #12472
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ALWAYS BE READY
5.11 makes hundreds of samples and gets them into the hands of professionals to use and evaluate, both in the line of duty and when they’re off the job.
empowers those who face adversity head-on. From the battlefield to the city streets, we ensure that our products meet the demanding needs of those who put their lives on the line as well as the needs of individuals who thrive on adventure. Each stitch, each detail, is meticulously crafted to embody the enduring quality that has become synonymous with the 5.11 name.”
consumers’ ambition, dedication, and courage,” Radcliff says. “We aim to equip those who venture into uncharted territories, face the toughest conditions, and demand the very best from their equipment. At 5.11, we don't just sell products. We empower exploration, enable survival, and ensure success, one mission at a time. That’s what ‘Always Be Ready’ means.”
Be Ready’ experience comes alive more in our physical locations where the engagement with our team defines the leading edge of our experience.” According to Parker, innovation at 5.11 retail stores means creating an immersive brand experience for its customers. “I believe our innovative product and dedicated retail staff are two of 5.11’s most valuable assets,” he says. “The 5.11 brand comes to life at our retail stores—through our products, our product versatility, our product systems, and our knowledgeable sales team. 5.11 prioritizes investing in our sales teams to ensure they are armed with all the information needed to provide a superior shopping experience for our consumers. We recognize this as a true innovation for the 5.11 brand at retail. They are dedicated to the ‘Always be Ready’ mindset that supports our consumers in preparing for whatever mission they are looking to achieve.” Parker also notes that employees from the 5.11 corporate offices regularly go out into the field and visit the company’s retail stores “in order to keep innovation at the forefront of our priorities as a brand. Our corporate team (from the executive leadership teams to product development and design and marketing teams) connects with our store teams, consumers, and our professional community in person to hear what's working, what's not, and learn how we can continue to lead the tactical industry.” Booth #10334 (5.11tactical.com)
W e b e l i e v e t h e 5 . 1 1 'A lw ay s b e r e a d y ' experience comes alive more in o u r p h y s i c a l l o c at i o n s w h e r e t h e engagement with our team defines the leading edge of our experience. From the very beginning of the company’s roots more than a decade ago, the idea of “Always Be Ready” wasn’t just about helping people be prepared for emergencies or crisis situations. It was an outlook on life. It’s the way people face their day, the way they get up in the morning, go to work, and especially how they seek out challenges and adventures in their lives. As a company, 5.11 strives to embody that ideal and create products for the people who live that lifestyle. “5.11 is more than just a brand. It’s a commitment to providing the gear that matches our
Regardless of who you are, where you live, or what you do, that’s a pretty solid outlook to have on life. Another way in which 5.11 enhances customer satisfaction is through what it calls “omnichannel retail experience.” “5.11's omnichannel retail experience means that we want to provide optionality for our consumers to shop wherever and whenever they want,” says Mark Parker, 5.11’s senior vice president of omnichannel retail. “We have a clear omnichannel strategy that provides a consistent brand experience across retail stores and e-commerce. We believe the 5.11 ‘Always
A new line with PrimaLoft insulation includes jackets and vests, each one designed to be both practical and packable.
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IT’S HERE
VISIT BROWNING BOOTH #12238 BROWNING.COM
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NEWPRODUCTS
by slaton l . white
2
1 3
4
1 HORNADY 22 ARC
The 22 ARC (Advanced Rifle Cartridge) delivers exceptional power and performance, both of which are elegantly packed into a compact cartridge that fits into your AR-15 but is equally at home in a bolt action. By utilizing the new 62-grain ELD-VT bullet, the 22 ARC achieves performance that rivals that of the .22-250. Engineered to use modern, high-BC bullets, the 22 ARC’s cartridge and chamber in unison provide consistent accuracy, great velocity spreads, and an outstanding shooting experience. The cartridge is the result of careful and meticulous design, following the same proven methodology as the highly acclaimed 6mm ARC. Booth #12446 (hornady.com)
2 UMAREX FISHR The FishR, the first pre-charged pneumatic airgun made for fishing, is built on the proven AirJavelin Pro frame, but upgraded with saltwater-resistant fittings and a reel seat. The FishR’s 9.5-cubic-inch tank fills to 4,500 psi, which is good for up to 65 full-power shots. The 800-psi regulator helps ensure 100-fps shots each time you pull the trigger. A 1,248-grain fiberglass arrow tipped with an Innerloc Pro-Point fishing broadhead will pin any fish. The reel seat accepts traditional reels and bottle-style reels depending on your preference. The ambidextrous bolt allows operation from whichever side suits the shooter, and a built-in line puller at the front of the onboard tank gives added leverage when fighting a large fish (or pulling a missed shot out of the muck). M-LOK attachment points run down the stock, and a full-length Picatinny rail provides mounting points for optics or lights. Booth #61502 (umarexusa.com)
3 LOWA TIBET EVO The new Tibet Evo collection includes the Tibet Evo GTX (SRP: $420), available for men and women; the Tibet Evo GTX Hi (SRP: $460), which offers a taller platform and extra eyelets for added stability; and the Tibet Evo LL Hi (SRP: $430), a leather-lined style for challenging hunts in drier conditions. The Tibet EVO collection features LOWA’s Dual Density DuraPU midsole and VIBRAM APPTRAIL DIVO outsole for reliable traction and stability while using I-Lock lacing cam and roller eyelets to separate and equalize the lace tension between the ankle and the top of the foot. The Women’s Tibet Evo GTX is made on a women’s-specific last. Booth #10162 (lowaboots.com)
4 BARRETT FIREARMS MANUFACTURING MRADELR The MRADELR is an extreme-long-range system with user-changeable barrels and calibers. Designed to deliver precision typically achieved only by custom-built rifles, this rifle expands the bolt-action magazine-fed MRAD family to include .416 Barrett. Additional large-caliber options will be available in the future. The user-changeable barrel system allows the user to change the barrel and caliber configuration with the use of only one tool. Changing the firing pin and bolt requires no tools. The electroless nickel-plated bolt head is resistant to wear and corrosion, and the 60-degree bolt throw offers faster and more efficient cycling for follow-up shots. The fixed stock features an oversized recoil pad with a push-button height adjustment for length of pull. The stock also has a height-adjustable locking polymer cheek pad. Booth #10344 (barrett.net)
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One Focus. Distribution.
Making our Warehouse YOURS! Through innovation and steady management, this fifth-generation family operation has earned a reputation as the most respected distributor in the firearms industry. Assuring a consistent and timely flow of products to YOU, our dealer, and ultimately to your customer. With our live inventory right at your fingertips and fast order turn-around times, you can have everything you need when you need it.
1.800.388.3845 | www.TheShootingWarehouse.com
at
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BOOTH 12070 Tens of Thousands of SKUs Hundreds of the industry’s leading brands. Live Inventory 24/7 | Innovative Technology Fast Order Turn-around Time | Best Customer Service
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