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.
The last couple of years have seen a major reset at Riton Optics. New faces, new roles, and a new approach to the market has brought renewed vigor to the brand.
“When I arrived here at the end of last year, a lot of the foundational pieces had been put in place, but the marketing strategy hadn’t been developed in a way that really told that story,” says Trent Marsh, Marketing Director at Riton. “We had to refine the tone and voice of the brand overall, but going through that exercise we wanted to highlight the product families as well. Now we talk about things very deliberately within the Primal, Tactix, and Conquer families. We’re creating an identity across the overall brand and within the sub-brands to make them more marketable for our partners,” he adds.
To that end, 2024 saw renewed focus on the Primal family of products.
“Primal is our hunting lineup,” Marsh explained. “While the roots of Riton draw more from the tactical or precision portion of the industry, we’ve brought a lot of those lessons and thought processes to the hunting side of the house. It makes the entire lineup more robust and delivers a more fine-tuned product to the market and the consumer. I think anyone can appreciate that.”
The 3 Primal 3-15 Lightweight is a perfect example of that thinking. With influence from the Conquer line of long-range-focused scopes, the 3 Primal 3-15 is a true lightweight crossover scope, with 2MOA holds, a 30mm chassis, while This
weighing less than 21.5 ounces. It has an MSRP of just $599.
“Chris Varas is our Assistant Director of Product and he’s done a fantastic job of stepping in this year and getting products to market that aren’t just filler, but are really cornerstones we can build the lineup around,” said Marsh
The remake isn’t just in the product and marketing efforts. The sales team, led by Vice President of Sales Brian Young, had some things to update as well.
“We had a pricing integrity issue we needed to address when I got here a couple years ago. We took the time to do it right, build a better policy, build in mechanisms to enforce that policy, and go about working with our partners to protect them and the Riton brand,” said Young.
“We see the change every day talking to our partners. The perception isn’t changing, the reality is changing. We’ve put a lot of time into making sure the foundation is laid for Riton to be a good partner to our friends in the industry. If you haven’t looked at Riton in a couple of years, it’s worth your time. This isn’t the brand you’ve known in the past,” Young concluded.
For Riton, 2024 has been a year of evolution. With changes across the entire brand in the last 24 months, Riton is bringing new products to marketing in new ways, fostering quality relationships with dealers, and an aggressive marketing strategy that reaches users of all kinds.
“We’re building something here, and people are noticing,” Marsh concluded.
Suppressors continue to gain traction as a hot accessory.
It was a cold, snowy day. I was hunting on a ranch outside of Great Falls, Montana, with an old friend who wanted me to use his rifle, newly equipped with a suppressor. I had never hunted with a suppressor and was interested i n seeing how well it worked in the field. Just before sunset, we spotted a good mule deer buck downhill from us in an open area accompanied by a couple of lookout does. We crawled through the ankle-deep snow to within about 150 yards. I set up with the rifle on my knee for a rest. I
thought I had a solid rest, but my knee wavered and I pulled the shot. In years past, the report from the rifle would have sent the deer scurrying for cover. Not this time. The buck didn’t even seem to notice, and though the lead doe looked around, it was clear she was not alarmed. I re-set, took a deep breath, and pulled the trigger. The buck dropped in his tracks. That experience taught me the value of hunting with a suppressor. There is another great benefit as well; I can’t tell you the number of big-game guides I’ve hunted with whose hearing has been impaired by years of sitting next to hunters when the shot was taken.
Suppressors typically reduce noise levels by about 20 to 30 decibels, roughly the same amount as a pair of high-quality earplugs or earmuffs. There is another benefit as well: suppressed firearms can reduce recoil, sometimes as much as 25 percent.
I nterest in suppressors has soared over the past few years, as you’ll learn from Brian McCombie’s report on this fast-growing market segment (page 36). Information provided by the American Suppressor Association to McCombie reveals that just under 800,000 suppressors were registered with the Bureau of Alcohol, Tobacco and Firearms (ATF) in February 2016. That grew to 2.66 million suppressors by May 2021. At the close of 2023, ATF documented 3.6 million suppressors owned by Americans.
W hat jump-started these sales? Well, only a few years ago, buying a suppressor in one of the 42 states where they are allowed was an arduous task filled with cumbersome red tape and prolonged approvals waits. No more. As a result, McCombie says, “retailers that once handled a handful of suppressor customers a month are now making dozens of these sales. Another new suppressor maker (or two!) enters the market every month or two while many established manufacturers are backordered.”
H owever, as an NFA item, suppressor sales and transfers require additional federal requirements and paperwork beyond the operations of a standard FFL. As with any new addition to a store’s inventory, staff education and the marketing of a new product line will come into play. But based on my experience, if you stock these items, and know how to sell them, customers will come.
Slaton L. White, Editor
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Avient Corporation, a premier provider of specialized and sustainable material solutions and services, recently announced the launch of its Composite Heat Release technology for firearm barrels. Composite Heat Release is a new, patent-pending, multi-layer composite material innovation that incorporates layers of ceramic and carbon-
fiber reinforced composites applied to originalequipment steel-barrel bores. The material composition of the Composite Heat Release technology applies the concept of thermal inertia to speed heat transfer from the steel through the composite sleeve. This reduces barrel-bore temperature over multiple firing rounds, reduces total barrel weight, and increases stiffness to improve overall sport shooting and hunting performance.
In a unique and collaborative design and fabrication process, Avient applies the composite materials onto Sporting Arms and Ammunition Manufacturers’ Institute (SAAMI) compliant steel barrel blanks supplied by the firearm manufacturer to Avient. Using their own steel bores combined with Avient’s composite technology, firearm manufacturers can achieve specific
our firearms customers to elevate their brands with new, groundbreaking barrels that are highly customized,” says Mike Mosley, Avient’s general manager of advanced composites.
“Unlike traditional carbon-fiber-wrapped barrels, our Composite Heat Release materials are specifically formulated to remove heat from
the internal steel bore. Because of this, barrels made with this technology heat slower and cool faster than the competition.”
(avient.com)
D&M Holding Company, Inc., an ammunition and energetics engineering company, is investing $70 million to expand its current White River Energetics (WRE) ammunition primer and energetics facility in Des Arc, Arkansas, and build a single-base, smokeless propellant factory.
“Currently, there is a worldwide shortage of smokeless propellant that is affecting munitions availability globally,” says Dan Powers, president and CEO of D&M Holding Company, Inc. “This will be the first single-base propellant factory to be built in the United States in over 50 years.”
White River Energetics currently has 125 employees at the Des Arc facility, with 73 new employees added in the past year. The expansion will create 100 new jobs and increase the Des Arc campus from 14,000 square feet to over
100,000 square feet of manufacturing space. Construction on the expansion is underway and expected to be completed in Q1 2026.
“We are proud of all the people and employees who have worked tirelessly to support WRE and make this happen,” says BJ Rogers, vice president of operations. “Having grown up in Des Arc, I’m personally proud to see the successes that have been made with primers and look forward to continued success in the future production of propellant.”
This expansion will enable WRE to scale its energetics and primer manufacturing to meet customer demand as well as develop new products. “This expanded campus also provides a facility for R&D and for training for our customers for whom we are building factories around the world,” said James Jones, vice president of business development.
D&M and WRE support domestic and international clients in the defense and sporting markets through the development of turnkey factories and the manufacturing and distribution of energetics for various types of ammunition, including primers for small and large caliber pistols and rifles. (dmholding.com)
Located in a state-of-the-art facility in Arkansas, WRE supports a wide range of domestic and international clients in defense and sporting markets through the manufacture and distribution of small-caliber primers.
Barrett Firearms Manufacturing, Inc. has secured a significant new contract with NATOallied Norwegian Defense Materiel Agency (NDMA). The agreement enables the Norwegian Armed Forces to upgrade their existing Barrett Model 82A1 rifles, in service since 1999, to the more advanced model M107A1.
“We are honored to continue our partnership with the Norwegian Armed Forces by providing the M107A1, a rifle that embodies our dedication to precision, reliability, and innovation. This move ensures that the Norwegian forces are equipped with the latest advancements in long-range firepower,” says Barrett CEO Br yan James.
This is an important step for both NDMA and Barrett. The M107A1 rifle, chambered in .50 BMG (Browning Machine Gun), is a substantial upgrade from the Model 82A1, offering reduced weight, improved performance, greater durability, and modern features tailored to meet the evolving demands of modern warfare. The M107A1 is also suppressor capable, adding a critical feature for reducing the rifle’s signature in various operational environments.
This contract highlights the NDMA’s confidence in Barrett’s ability to deliver cutting-edge solutions that meet the rigorous standards of military use. The M107A1 will significantly enhance the Norwegian Armed Forces’ capabilities to engage targets at extreme ranges, destroy valuable enemy assets, and secure tactical advantages on the battlefield.
“Bar rett is proud to partner with allied nations across the world,” says James. “We all share the same dedication to excellence and continued improvement. Barrett has a long history in this field, and we will continue to grow our relationships with our partners.” (barrett.net)
Nosler’s latest deer-hunting round, Whitetail Country, is entering the hunting market at prices that may surprise retailers and hunters alike. Whitetail Country is available in two general loads. First are the rounds built around Nosler’s upgraded Solid Base bullet. Introduced in 1972, the Solid Base bullet now features a fifth-generation tapered jacket and a precise, formfitted lead-alloy core that delivers lethal penetration and significant expansion to quickly take down deer and other game.
For longer-range hunters, the Solid Base bullet's boat-tailed design enhances accuracy for shots out to 400 yards. Solid Base Whitetail Country is available in 6.5 Creedmoor, .270 Win., 7mm-08 Rem., .30-30 Win., .308 Win., and .30-06. Bullet weights range from 130 to 165 grains.
Second, Nosler also manufactures Whitetail Country loaded with the company’s new straight-wall bullets for those hunters in the various straight-walled-only deer-hunting zones. Building on decades of expertise, the straight-wall bullets are engineered with a cutting-edge design for enhanced accuracy and devastating penetration, all the while being fully compliant with straight-wall regulations across the nation. Straight-wall Whitetail Country rounds are available in 350 Legend loaded with an 180-grain bullet and .45-70 Gov’t. launching a 300-grain deer thumper.
Suggested retail for all of the above is $34.95 in boxes of 20, except for the .45-70 Gov’t. at $39.95 for a 20-round box. Compare those numbers to Nosler’s Trophy Grade centerfire rifle rounds at roughly twice the price and Expansion Tip rounds at approximately $30 more per box of 20.
“It's incredible to witness the progress in manufacturing that has occurred over the past five decades manifest in a single product,” says John Nosler, president of Nosler, Inc. “When we developed the Solid Base, it set off a chain reaction that led to the creation of the Ballistic Tip and AccuBond. Now, we have revisited the evolution of those products and incorporated them back into the Solid Base, resulting not only in a new projectile but also an entirely new line of ammunition. By implementing new manufacturing techniques, we have found a more efficient way to produce them. This means better performance at a lower price, all proudly made in the USA. What's not to love about Whitetail Country ammunition?”
Interested in becoming a Nosler dealer? The easiest way to do so is to go to Nosler’s dealer contact page www.nosler.com/dealer-locator/become-anosler-dealer.html . Your geographic area of the country has a specific sales representative listed with complete contact information.
Nosler ammunition and components are also available through distribution. Bill Hicks & Co., Crow Shooting Supply, Sports South, and Zanders Sporting Goods are among the many distributors carrying Nosler. Your customers may already be asking about Whitetail Country ammunition. Ever since it announced the new line, Nosler has made a marketing full-court press with the new ammo line in digital and print platforms and across the social media landscape. Much more coverage of the ammo line will roll out during 2025, too.
Nosler continues to collaborate with industry partners to offer other new products. In 2024, for example, the company worked with Marsupial Gear to produce the Nosler x Marsupial soft rifle case. The rugged case
keeps rifles safe and secure, featuring a velvet soft interior, a padded carry handle, and a detachable shoulder strap.
Meanwhile, the popularity of the Nosler suppressor lines keeps growing. Its centerfire hunting suppressor, the SR-30k (K-Can) was a big seller for the company last year, and the future for this line looks even better as NFA wait times continue to shrink. All of which means 2025 will be one fine year for Nosler and its dealers. (nosler.com)
The boat-tailed design of the Solid Base Whitetail Country 6.5 Creedmoor ammo enhances accuracy for shots out to 400 yards.
Whitetail Country ammo is avaliable in 350 Legend for use in straight-walled-only deer-hunting zones.
The electro-optics portion of the Tactix family from Riton continues to grow with the addition of the latest ARD (AR-Dot) model. Designed specifically for use on AR platforms of virtually any configuration, the 1 Tactix ARD 2 offers the kind of adaptability that any shooter can appreciate. From multiple mounting configurations to best match your use, adjustable brightness that includes night-vision-compatible settings, and a multi-reticle to suit your preferences, the 1 Tactix ARD 2 answers the call of a variety of shooters.
“There’s no one way to use an AR in the field, so an optic has to be able to provide flexibility required by users,” says Chris Varas, assistant director of product at Riton. “The 1 Tactix ARD 2 gives shooters a lot of functionality—and does so at a price that isn’t a barrier to entry.”
“It’s fun to bring products to market that offer so
much utility and that have so many valuable use cases,” says Trent Marsh, Riton’s marketing director. “It’s at home on a carbine, an AR pistol, even your shotgun for spring tur key, and it will perform and meet the needs of all of those circumstanc es. That’s a fun product stor y to tell.”
The sight offers two mounting-height configura tions and a choice between a dot-only or a circle-dot reticle. SRP: $229.99. (ritonoptics.com)
Savage Arms, an iconic firearm manufacturer, announces the next evolution of its renowned AXIS rifle line, and several new models are now available. Savage set the industry standard in 2010 with the out-of-the-box accuracy of AXIS. Now, the manufacturer is releasing the next evolution of this renowned rifle line. These new rifles are an extension of the unmatched, affordable accuracy of AXIS with modern features, design, and an appeal to all shooters and hunters.
“AXIS set the bar for affordability and accuracy in regard to rifles,” says Beth Shimanski, director of marketing at Savage Arms. “AXIS is built for everyone from novices to experts. We have the right rifle for anyone with options that include wood, camo, compact, left hand, multiple colors, and just about every combination within that mix; all with unmatched accuracy and performance, right out of the box.”
The extended line of AXIS rifles showcases five new or updated models that cater to the diverse needs of hunters and shooters. AXIS XP, AXIS 2, AXIS 2 XP, AXIS 2 XP HARDWOOD, and AXIS 2 PRO all bring something new and improved to the woods and the range.
The AXIS XP gets a new look with improved ergonomics and is loaded with features that are standard on every new AXIS. These rifles deliver tack-driving accuracy on every shot and include precision button-rifled barrels and thread-in head spacing. The updated bolt handle with a sleek, ergonomic design delivers on functionality. This bolt handle will help to enhance user control and comfort during operation, especially in adverse conditions like rain or cold weather. All models are available for $479 and come with a factory-mounted and bore-sighted 3-9x40 scope.
The AXIS 2 takes all the features of the AXIS XP and adds the user-adjustable AccuTrigger. Look for the AXIS 2 in OD Green, Gray, and FDE. The AXIS 2 models carry an SRP of $489. The AXIS 2 XP combines the functionality of the AXIS XP with the performance of the user-adjustable AccuTrigger in the AXIS 2. It comes standard with a factory-mounted and bore-sighted 3-9x40 scope with fully multicoated lenses and tool-less windage and elevation adjustments. The AXIS 2 XP is available in a wide variety of calibers, the same stock color options as AXIS 2, and in compact, left-hand, and compact lefthand models. SRP: $549.
The AXIS 2 XP HARDWOOD gives hunters the classic look of a walnut stock with all of the modern features of the new AXIS platform. A factory-mounted and bore-sighted 3-9x40 scope with fully multi-coated lenses and tool-less windage and elevation adjustments is included. SRP: $689. The final addition to the updated AXIS line, the AXIS 2 PRO, boasts all of the best features of the AXIS family. These PRO models showcase Savage camouflage patterns Woodland and Western with Cerakote finishes. Add a threaded barrel and a one-piece rail, and these rifles are ready to get to the range and into the field. SRP: $599. (savagearms.com)
America recently announced the release of three new accessory products for the FN SCAR family, the semi-automatic version of the rifle originally designed for USSOCOM. Available immediately, the new accessories are the FN SCAR-SC Rear Stock and two different barrel assemblies for the FN SCAR 17S chambered in 6.5 Creedmoor.
The addition of these accessories continues the modularity for which the SCAR is known, thereby increasing the configuration choices for SCAR owners. These three new products join a variety of already available SCAR accessories, including SSR Rear Stocks, barrel assemblies that allow users to configure barrel length based on need, plus the Non-Reciprocating Charging Handle kit.
“From its original development for the U.S. military, the SCAR platform was designed to be configurable for various user needs,” says Ben Voss, senior product manager for FN America, LLC. “The new rear stock and Creedmoor barrels deliver on that promise, making the SCAR more versatile and customizable than ever before.”
The FN SCAR-SC Rear Stock is a three-position telescoping rear stock compatible with all FN SCAR products. The rear stock is unique for its ability to telescope and completely collapse alongside the receiver for an extremely compact setup. It also features a contoured rubber cheek and buttpad for an ergonomic and comfortable fit.
“The FN SCAR-SC Rear Stock includes the rear plate and screws required for installation on the FN SCAR 16S, 17S, and 20S, in order to take advantage of the
telescoping features,” says Voss. “FN has also created an instructional video for owners who want to complete the installation themselves.”
The two new barrel assemblies allow FN SCAR 17S owners to convert their rifle to 6.5 Creedmoor, a popular long-range caliber. The barrel assemblies are cold-hammer forged and chrome-lined, giving them the same craftsmanship as the original rifle barrel. The new barrels are available in 16.25-inch standard length and 20-inch for enhanced long-range precision shooting.
Each barrel assembly ships with a three-prong flash hider that reduces muzzle flash, Picatinny rail, gas block, piston, regulator, front-sight assembly, and high-pressure bolt and firing pin that are backward compatible with rifles chambered in 7.62x51. “With FN’s installation video, a torque wrench set to 62.5 pound-inches of torque, and a T25-bit screwdriver, owners can easily swap calibers in their SCAR 17S from the comfort of their own workshop,” Voss says.
(fnamerica.com)
Winchester Ammunition’s 21 Sharp, a new cartridge that is an evolution in rimfire technology and performance, has an innovative design that provides significant benefits for recreational shooters and small-game hunters. Winchester engineering expertise is at the core of the 21 Sharp design, built from the ground up for enhanced accuracy and on-target performance with both lead and lead-free projectiles. Ammo manufacturers have tried with little success to incorporate lead-free projectiles into use in the venerable .22 Long Rifle (LR) cartridge. While those products are available, none have ever met the accuracy and on-target performance that a lead projectile can provide due to the original .22 LR design. The new 21 Sharp rimfire cartridge has been purposefully designed to provide top performance with lead-free projectiles rather than accommodating them later.
The new cartridge allows for a wide range of bullet types, including full metal jacket (FMJ), copper matrix, and plated-lead options. Jacketed hollow point (JHP) bullets will also be available in 21 Shar p, delivering extreme expansion and energy transfer.
“The 21 Sharp cartridge offers significant advantages in the rimfire category, which is one of the more popular types of firearms and ammunition used by millions of people throughout the world,” says Kyle Masinelli, senior director of product innovation and strategy for Winchester Ammunition. “Winchester leadership in cartridge development spans more than 100 years, and as the global leader in ammunition design and manufacturing it’s our job to serve our customers with innovative products that fit their needs now and into the future. That is what has been done with 21 Shar p.”
There are four 21 Sharp ammunition offerings. Game & Target 25 grain, Copper Matrix: This lead-free rimfire bullet produces sub 1.5 MOA groups at 50 yards, outperforming all lead-free .22 LR offerings available today. Game & Target 37 grain, Black Copper Plated: This bullet is most comparable to a standard .22 LR offering with improved accuracy and offers an economical round for plinking applications. Game & Target 42 grain, FMJ: Winchester designed this high-performance full metal jacket (FMJ) bullet for those high-volume range sessions with less frequent cleanings and more time for shooting. Super X 34 grain, JHP: The jacketed hollow point (JHP) bullet outperforms its rival, the .22 LR, in terms of accuracy, expansion, and impact energy on small game. (winchester.com)
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Staying ahead of the competition requires an ability to call an audible.
Anderson Manufacturing, a family-owned business based in Hebron, Kentucky, has been in manufacturing for almost 70 years, making rifles, components, and accessories for shooting enthusiasts of all stripes. Recently, the company appointed industry veteran Jeff Stawiarski as its new chief executive officer. The strategic move is designed to reinforce Anderson Manufacturing’s commitment to innovation and growth.
With a wealth of experience, expertise, and thoughtful leadership, Stawiarski has demonstrated exceptional vision and stewardship throughout his career. He has held positions at Xtreme Scents, W.L. Gore, Vista Outdoor, and, most recently, EOTECH. His appointment is a pivotal component of Anderson Manufacturing’s continued efforts to expand its market presence. As CEO, he will lead Anderson Manufacturing’s strategic direction, fostering innovation, and driving sustainable growth.
SHOT Business: What do you see as the biggest challenges facing the industry in the next five years?
Jeff Stawiarski: The biggest challenge I see is the attempt to hold gun manufacturers liable for the criminal misuse of their products. I grew up in Michigan, so I have some connection to the automotive industry. If you’re going to go after a gun manufacturer for an act committed by someone who
is not a law-abiding citizen, are you then going to go after a car company because the driver of that vehicle caused the death of someone? That’s not how it works. It’s not the vehicle, and it’s not the gun; it’s the person driving the vehicle, and it’s the person shooting the gun.
SB: What opportunities do you see?
JS: If I’m not mistaken, this industry has a $90 billion impact on the American economy. That means well-paying jobs for Americans and significant tax revenue for state and federal government entities. What we do also helps support law enforcement and the military to help keep us safe from harm both at home and abroad.
Of all the people I talk to—and I have a pretty wide and deep network in firearms, ammunition, optics, and accessories—this industry will continue to stay strong. So, I believe firearms, along with all the other ancillary products, will continue to flourish.
SB: When you get up in the morning, what gets you excited about working in the industry?
JS: Although I have never served in the military or worked in law enforcement, I take great pride that I work in an industry that supports our military and helps to make a difference in law enforcement. I think in the end we make products people are passionate about—people who are passionate about going to gun ranges, people who are passionate supporters of the Second Amendment. I feel that every day I come to work I’m making a difference for these people. I’m from Detroit, where many people at one point in their lives work in the automotive industry. I once worked at an automotive company that made springs and coils. Let’s face it: you can’t get excited about making springs and coils.
SB: In a very competitive world, how does Anderson Manufacturing stay ahead of the pack?
JS: We have a diversified portfolio. We not only build parts, but we build firearms. The work we do on the OEM side is very important. Believe it or not, almost 70 percent of the brands in this space use Anderson parts. Whatever the flavor of the month is, we can deliver. For example, last year it was parts; this year the demand is for finished firearms. It’s kind of like a quarterback at the line of scrimmage who reads the defense and calls an audible. Well, we called an audible. We’re very versatile and nimble, and that allows us to adjust to changes in the marketplace.
Another competitive advantage is we’re a family-owned American-made company. Although the company has only been building firearms and firearms parts for 30 years, the company is nearly 70 years old. Its DNA is in heavy machinery and CNC manufacturing, and that experience over 70 years has helped Anderson carve out its niche in the firearms industry.
SB: The new Frontline series, which consists of two rifles and three pistols for the civilian market, is based on your longstanding Defender series designed for LEOs. What did you learn from the user experience of the Defender series that helped you design the Frontier series?
JS: We have learned so much from our law enforcement partners all over the nation, especially from our team next door-Boone County Sheriffs. When we came out of the development phase and into the testing phase, Boone County Sheriffs were a key element to help us with the next steps. Through testing, we learned that every area of operations is unique and that we need to be flexible when it comes to developing a build-out plan. In essence, we found out that there’s no cookie-cutter approach to arming an entire department. We needed to speak with the LEOs who have boots on the ground, understand their command elements, and even integrate ourselves into some of their training
evolutions to get a grasp on what a solid duty rifle looks like for each respective team. As a result, we learned that we have to be nimble as a manufacturer and ready to meet each respective department with their specified wants and needs.
Some of our key takeaways included barrel length and twist ratio, which was heavily dependent on the department’s standard ammunition weights and operation terrain, and gas-system length and corresponding buffer weights to mitigate recoil to support efficiency in follow-on shots. We also revamped our handguard design by implementing seven sides of MLOK compatibility with top rail support, quick-detach sling points, and a tapered retention system with anti-rotation shoulders to give these rifles the rigidity that LE duty rifles demand.
Our partnerships within the industry helped us develop the Frontline and Defender Series by implementing Magpul’s K2 Grips, MOE SL Stock/ BSL Arm Brace, and also Breek Arms’ Warhammer charging handles that support ambidextrous charging and mitigate gas blowback when shooting suppressed.
SB: One of your primary tasks as CEO is to expand the company’s market presence. How will you go about doing that?
JS: I think this is a loaded, yet fair, question to ask a CEO. Really, it’s about the people that work in the company. My director of marketing, Jennifer Tuttle—another new player to Anderson with longevity in this space—Jeremy Hammons, our vice president of sales and marketing, and I will be leveraging our industry expertise and connections to develop the Anderson story and evolve the brand.
There is also a lot of focus right now on operations. It’s not about coming in and fixing things at Anderson. Instead, it’s about using the team’s expertise to introduce new processes and identify areas of continuous improvement in order to allow the company to expand and grow. In some cases, that’s been identifying internal talent and encouraging growth or making sure we have the right people in the right jobs that speak to their skill set.
(andersonmanufacturing.com)
MILO Range’s new VR training program prepares officers for real-world situations.
We live in a technological era where new advances have the potential to continuously improve the way we see the world, how we live our lives, and how we do our jobs. As challenging as it can be, the only way to effectively realize the advantages new technologies can offer us is to explore them with an open mind and a willingness to embrace new ideas and different ways of improving the standard operating procedures we’ve held onto for years.
Law enforcement is no different. New methods of training can provide law-enforcement departments of all sizes the opportunity to give their officers the best possible tools to keep them safe and make them more effective in a job that’s becoming more difficult with each passing year. One of the most efficient ways to accomplish that goal is the new Virtual Reality (VR)Training Program developed by MILO Range.
MILO Range has earned a solid reputation for developing and implementing some of the highest quality shooting ranges used by law-enforcement
departments across the country. Earlier this year, however, MILO released a VR training program that takes real-world training to an entirely new level.
“This exciting new training simulator was carefully curated from our own 30 years of industry experience, researched with academic and subject matter experts, and tested and vetted by some of the most highly regarded lawenforcement agencies in the country,” says Robert McCue, executive director of MILO Group. “It augments our MILO Range systems with a more cognitive-centric format that increases officer presence, immersion, and situational awareness with its 360-degree environments and ultrarealistic scripts.”
The training program is pre-loaded with a wide range of customizable scenarios designed to prepare officers for the ever-changing landscape of real-world situations they might encounter on an everyday basis—especially when it comes to the use of force.
“At the end of the day, officers don’t want to use the tools on their belt to get the job done,”
says Brian Klingenberg, VR product manager for MILO. “More thought should always be given to what you can do before you ever pull the gun out of your holster. VR training is an invaluable tool to help train officers in the best way to do that.”
With MILO’s VR training system, trainers can create a wide variety of real-world scenarios that allow participants to improve their skills at managing volatile situations without having to reach for the tools on their belt.
“The scenarios are highly relevant to lawenforcement agencies interested in improving officer de-escalation skills and capabilities, as well as critical thinking and decision-making under stress,” McCue says.
The way MILO’s VR accomplishes this goal so effectively is by using the high-tech visor and the incredibly life-like graphics to create the illusion that the trainee is actually in the situation playing out in real time in front of them.
“The mind doesn’t distinguish between the VR situation and an actual experience, so when a similar scenario arises in the course of the officer’s duties, their mind is more prepared to handle it in an effective way because it believes it’s already been in that situation many times before,” Klingenberg says.
And because no two situations officers face are ever exactly the same, MILO’s VR training program allows trainers to incorporate a nearly limitless number of variations of scenarios so officers never have to encounter the same virtual situation twice and are forced to vary their tactics accordingly.
Perhaps the most beneficial aspect of MILO’s VR training, however, is its ability to adapt to the trainee’s voice and movement responses and have the reactions of the virtual “subject” change based on the words and actions of the officer engaging them. By understanding what tactics help calm a subject and which ones are more likely to trigger
MILO’s VR training can adapt to the trainee’s voice and movement responses and have the reactions of the virtual “subject” change based on the officer’s words and actions.
them into escalated action, officers can learn how to handle real situations when they encounter suspects who might be under the influence, have mental health issues, or are experiencing other conditions that make them more volatile than typical subjects.
“Our goal as officers should be to verbally de-escalate the situation,” Klingenberg says. “This
is an ideal way to develop those critical skills so that we can keep situations from intensifying out of control and have a more positive outcome for everyone.”
To evaluate the effectiveness of that goal for each trainee, MILO’s VR training also incorporates detailed analysis of the trainee’s performance in each training scenario.
“The on-board MILO VR action-action review (AAR) utilities give insight into trainee performance and knowledge gaps and allow for rapid re-training to meet and maintain agency standards,” McCue says.
As complete as MILO’s VR training program is, Klingenberg says they are continuing to advance the training by adding more scenarios, more capabilities, and more life-like graphics to make it even more effective for officer training.
“It’s hard to think about all of the things VR can do for you,” he says. “It’s more of a question of what it can’t do. The possibilities are really limitless.”
And so are the benefits of this training for law enforcement departments, their officers, and the communities they serve.
(faac.com)
The on-board MILO VR actionaction review (AAR) utilities give insight into trainee performance and knowledge gaps and allow for rapid retraining to meet and maintain agency standards.
60 years ago, Buck’s 110
put the company on the map of American sportsmen. Dozens of variations later, the blade remains Buck’s top seller.
by Andrew McKean
For most of the last 60 years, one sure sign of backcountry authenticity has been a onesnap black leather sheath carried on a work-worn belt of a hunting guide, a forest ranger, a game warden, or a dust-country rancher.
Inside the sheath, a hand-filling lock-back folding knife with brass bolsters and a sweat-stained wood handle. There’s a good chance that blade is a Buck 110 Folding Hunter, which since 1964 has been the first, and often only, tool of rural-route Americans.
If Buck Knives are now synonymous with hard-working, no-nonsense blades, the 110 is the reason. But the story of the blade, and both the knives that came before it and the family whose name is stamped on every model, are windows into a brand whose story parallels the arc of American ingenuity, authenticity, and durability.
Buck Knives is currently led by CJ Buck, the fourth Buck scion who has been at the helm of the firm.
The first knife-making Buck was Hoyt, a blacksmith’s apprentice from Leavenworth, Kansas, who learned the magic of metallurgy from contemporaries around the turn of the last century who forged carriage springs, farm implements, and scythe blades from whatever metals they could scrounge.
According to company lore, Hoyt Buck started making his own distinctive blades from discarded files and rasps. As Buck moved west to work at lumber mills, first in the Pacific Northwest and then in Mountain Home, Idaho, he kept a working forge and made blades for friends and for pocket change. But then World War II intruded, and commandants at the Mountain Home Air Base put out a call for edged tools to aid the war effort.
“Hoyt told the base officials that he didn’t have any knives to donate, but he sure knew how to make them,” says Tony Wagner, unofficial Buck Knives historian and himself married to the fifth generation of knife-making Bucks. He and his wife are raising the sixth generation of blade-minded Bucks.
“Hoyt would sell knives to servicemen,” says Wagner, “and he was allowed to rummage the
base scrapyard and take Lucite from wrecked airplane canopies and instrument clusters, which he would use to create washers for his knives.”
When the war ended, business dried up and the mills closed. So Hoyt moved to San Diego, where his son Al lived, and soon Hoyt had a knifemaking business going in Al’s garage, transforming the huge number of discarded steel files used in the war effort, which he bought for a penny apiece from a salvage man, into working blades. Bolsters were crafted from Lucite scraps left over from bowling ball production.
The business purred along, incorporating as Buck Knives in 1961. This was the golden age of hunting, as big-game populations rebounded with the advent of scientific wildlife management, while hunters repurposed war-surplus equipment—from Willys Jeeps to canvas wall tents and .30/06 Springfields—to recreate in the woods and mountains of the rural West. Buck Knives was doing fine, as Al Buck transitioned it from discarded files to forged steel blanks to working blades for working men.
But in 1964, the same year the Ford Mustang was introduced to American drivers, Al Buck brought out the 110 Folding Hunter, a stout, reliable folding 3¾-inch clip-point blade that could be
carried much more easily than a fixed-blade sheath knife. It featured a locking bar that was rigid when deployed, but which released with minimal pressure on the lock.
“It was one of those moments when the market and the manufacturer aligned completely,” says Wagner. “Buck became an icon because of that knife in particular. There were other folding blades on the market, but they were flimsy or they had poor steel. The 110 had fixedblade strength in its locking mechanism, but it was so compact that it carried easily,
its steel held an edge but was easy to sharpen, and its components worked well together from an aesthetic perspective. It was handsome. And Buck’s lifetime warranty added to a perfect storm for the market to accept it.”
The Buck 110 Folding Hunter became the company’s best-selling blade almost overnight. It’s a testament to the design and the versatility of the blade that, some 60 years later, it remains Buck’s bestselling product.
“You have to remember that they had incorporated just three years earlier, so they didn’t have many employees,” says Wagner. “The way the knife was produced was time-consuming, so they had a huge backorder position. Today, we can produce up to 1,400 110s a day, but at that time the bolsters and liners were all hand-crafted, and there were a lot of steps.”
But the “Buck Knife,” or simply “The Buck,” as the 110 came to be shorthanded, was different from the other knives on the market.
“The strength and simplicity of the locking mechanism intrigued a lot of people,” says Wagner. “It was a compact knife that performed as well as a fixed blade, and Al noted in his memoir that the knives of that time that performed well were ugly. The knives that were good-looking were terrible in the field. The 110 brought a nicelooking knife together with performance—and people noticed.”
Add Buck’s lifetime no-questions-asked warranty and its proprietary heat tempering of its
The 110 had fixed-blade strength in its locking mechanism, but it was so compact that it carried easily.
The 110 Folding Hunter was a knife with a stout, reliable, folding 3¾-inch clip-point blade that could be carried much more easily than a fixed-blade sheath knife. It featured a locking bar that was rigid when deployed, but which released with minimal pressure on the lock.
steel and the 110 was disruptive to a fairly static market.
“The combination of heat treatment, aesthetics, function, and that lifetime warranty all rolled up together in a perfect storm for the market to accept it,” says company historian Wagner.
What’s surprising, though, is how the 110 has transcended the time of its origin to remain an iconic product. “Its popularity extended to popular culture and to Hollywood,” says Wagner. “Any kid who grew up like I did in the 1970s and 1980s, watching the ‘Dukes of Hazzard,’ saw Bo and Luke Duke with a 110 on their hip. My dad was one of seven brothers, and all of them carried 110s. There was a long period of time that a man in America wasn’t a man if he wasn’t carrying a 110. That’s when the Buck 110 simply became known as the Buck, the same way we define a tissue as a Kleenex or a photocopy as a Xerox.”
The more people gravitated to the 110 Folding Hunter, the more they noticed Buck’s other products, and fixed-blade models like the 119 Special and the 105 Pathfinder became staples of the field.
What Buck knives had in common was tight craftsmanship and a consistent look, with clean lines, gleaming stainless blades, and bolsters cut from distinctive materials. They also had in common best-in-class heat treatment, thanks both to Hoyt Buck’s original metallurgy and to the contributions of a bladesmith named Paul Bos, who joined Buck in the 1970s.
“Paul Bos Heat Treating Services is a separate business that we run outside of the Buck brand,” says Wagner. “We have other custom knife makers send their blades for us to heat treat. This modern understanding of tempering steel combined with
Hoyt’s frontier knowledge combine to create the secret Buck recipe.”
Family lore holds that Hoyt Buck knew a blade was tempered correctly when “he got the steel to look like the color of butter right before it melts,” says Wagner. “He said there was a certain smell that it cast that you needed to be able to smell right before you put that blade in the quench. That was his secret tempering process.”
Al took his father’s craft to the next level, adding a certain salesmanship to its appeal. You can still see the company’s Hammer & Bolt logo on many of its materials. The trademark dates from Al’s penchant for striking a Buck blade with a ball peen hammer and cutting a bolt in two, then showing that the knife held its edge.
“When somebody would order a knife, Al would cut a bolt and send the cut bolt with the knife,” says Wagner. “Years later he revealed the
The Model 110 is the most copied knife design in the world, and it remains Buck’s top seller.
trick. He said you had to hold the knife at a certain angle and strike it at a certain point of the blade in order to avoid damage. But because we had a forever warranty on all the products we had a bunch of customers try to cut bolts and they would then shatter their blades because they didn’t have the trick right, so the company had to stop promoting that
Buck’s steel is one of its defining elements, but it’s also the source of criticism from users who think the metal is too soft and who request Buck to adopt high-temper “super steels” in its
“One reason for our success is that we use the best materials that we know how to use; we get the most out of those materials, and we guarantee them forever,” says Wagner, who notes that Buck Knives moved from San Diego to Post Falls, Idaho, in 2004. “Very few companies can say that this knife that was made 60 years ago is still
Buck’s standard steel recipe is a 420 high-carbon steel that holds up well to most tasks, but can be easily and quickly honed in the field, even with found whetstones like rocks and the rim of an enamel coffee mug.
“It may not hold that edge as long as a harder super steel, but it will get that job done and it will get it done in any situation,” says Wagner. “We get asked all the time when we’re going to put a super steel in our classic designs, and while we’ve made some variations with modern steel, for us it’s a matter of knowing what works in the field, but also what works from our bottom line. If you have a commitment to warranty every product, then you tend to stick with what you know is best and what won’t fail.”
Wagner notes that the Model 110 is the mostcopied knife design in the world, and it remains Buck’s top seller. “Everybody wants us to put a super steel in the 110, but we think that’s a little like putting a four-wheel-drive in a Lamborghini,” he says. “You have to ask why? The three pillars of our company are craftsmanship, legacy, and authenticity. Those are the things that put Buck knives on the map, and when you care about that history, you tend to be very careful and considerate of what brought you to this moment.” (buckknives.com)
If you measure only twice to cut once, congratulations, you’re not obsessed like we are. Here at our ballistic lab we stop at nothing to test every conceivable real-world condition until we reach perfection.
PRESERVING OUR VALUES PROTECTING OUR RIGHTS
SUPPORTING YOUR FIREARM BUSINESS
From the largest manufacturers to the smallest retailers, NSSF® fights to preserve our legacy and secure our future as a critical member of American industry. We fight with resources that promote legal gun ownership. We fight with initiatives that educate the public about responsible firearm ownership and safe participation in hunting and the shooting sports. And we fight on Capitol Hill and in state capitols nationwide—right alongside you—to ensure your ability to operate as a lawful and important business in your community is not infringed.
DON’T STAND ON THE SIDELINES. JOIN THE FIGHT BY JOINING NSSF TODAY.
NSSF.ORG/MEMBERSHIP
SHOT Show® 2025 is just around the corner. It’s an industry event you simply cannot miss.
by Slaton L.
Successful business strategies usually include several interweaving factors. For manufacturers, it would be the ability to bring to market products that consumers wish to purchase; for distribution groups, it’s selecting those products that retailers most wish to stock; and for retailers, it includes hiring a knowledgeable staff that can sell those products at margins that guarantee a store’s profitability.
For nearly half a century there has been a premier industry event that helps all the above achieve their goals. The SHOT Show, which first launched in St. Louis in 1979, has, year after year, grown in size and stature. Last year’s edition was the largest SHOT Show ever, marking the second year of expanded exhibit space at Caesars Forum in addition to The Venetian Expo.
“The SHOT Show is the single largest trade show and conference for the shooting, hunting, outdoor, and tactical industry. More than 55,000 industry professionals will have the opportunity to discover new products and new companies, spot new industry trends, and network with their peers,” says NSSF Senior Vice President and Chief Customer Officer Chris Dolnack.
For nearly half a century the SHOT Show has been the premier can'tmiss industry event.
Dolnack notes that last year more than 2,500 companies displayed products and services in booths covering more than 816,000 net square feet and attracting attendees from 115 countries and all 50 states. Those attendees packed the 13.9 miles of aisles over four days, eager to view new, innovative products used for target shooting, hunting, outdoor recreation, and law enforcement.
Certainly the vast array of new products on display is one of the prime draws of the show, but the show also offers more—a lot more. NSSF evaluates each show, conducting a post-mortem to determine ways in which the next installment can be improved. This process assures the industry that the SHOT Show stays up to date with current industry trends and can meet the evolving needs of its attendees.
One addition to the show last year was the Archery Pavilion. The initial launch was well received, and the pavilion will be back for the 2025 SHOT Show.
“The Archery Business Pavilion at Caesars Forum continues to grow and with more than 4,500 retail buyers interested in purchasing archery and bowhunting products, the SHOT Show offers archery manufacturers and distribu-
tors with an incredibly cost-effective opportunity to increase their sales and brand presence,” says Dolnack.
Another example of how the NSSF continues to upgrade the quality of SHOT Show is the Supplier Showcase NSSF instituted a few years ago. It was designed initially to be a one-day dedicated event for suppliers to display their shooting, hunting, and outdoor material supplies off the main trade show floors, but the response by attendees and exhibitors has been so encouraging that it is now a two-day event. This is where industry manufacturers find the materials, systems, and solutions they need to support their supply chains. More than 600 exhibits will be open on Monday, January 22 and Tuesday, January 23.
Dolnack also notes the unparalleled networking opportunities that are such a large part of this four-day event. “The networking opportunities at SHOT Show are unmatched anywhere,” he says. “On Tuesday evening we’re hosting our All-Star Jam featuring three of the most recognizable rock and country artists, on Wednesday we’re hosting an Industry Happy Hour, and on Thursday we’re hosting an Industry Reception so that exhibitors and buyers alike can mingle and
networking opportunities (both scheduled and unscheduled) are a large part of the four-day event.
The vast array of new products on display is one of the prime draws of the SHOT Show, and retailers benefit by being able to talk to manufacturers in person.
network. There is no charge for these events being held in the Caesars Forum Plaza. For those seeking an elevated networking experience, we are also offering SHOT After Dark at some of the hottest nightclubs in Las Vegas that feature a SHOT Show-only VIP section.”
If you’d like to explore better management practices and new ways to make your retail or shooting range business thrive in the most competitive and regulated marketplaces, there’s no better place to start than right at the SHOT Show. “SHOT University provides industry-specific education to help retailers stay up to date on compliance, security, and operational trends and best practices,” says Dolnack. “Likewise, the Law Enforcement Education Program, in partnership with American COP magazine, provides law enforcement officers with training specific to their respective duties.”
Last year, training courses offered at SHOT University included “A Practical Guide to Using ChatGPT to Make Life Easier & Business Better” as well as “Leveraging Your Point of Sale Solution to Plan for 2024,” “Creating Content for Your Brand,” and “Cybersecurity Threats and Protecting Your Business.”
SHOT University can be found in the Murano Ballroom, Level 3.
Past exhibitors have repeatedly attested to the importance of attending SHOT Show. “SHOT Show is absolutely vital not only to our continued success at XS Sights, but in advocating for the firearms industry and all it stands for,” says Kellie Brunn, co-owner of XS Sights. “SHOT Show connects us directly with our customers, industry partners, and distributors to showcase our latest innovations and gather invaluable feedback. The face-toface interactions, the opportunity to build intraindustry relationships, and the chance to see firsthand what trends are emerging in the market are irreplaceable. SHOT Show keeps us plugged into the pulse of the industry and helps us stay ahead of the curve. NSSF’s commitment to its members, firearms safety, and advocacy to be a strong voice is critical now more than ever.”
“We appreciate the NSSF’s leadership, and SHOT Show remains essential to the growth of our industry,” says Brandon Maddox, CEO of Silencer Central. “It’s a premier event for connecting with industry leaders, showcasing innovations, and driving the future of shooting sports. We look forward to supporting the industry and engaging with our partners at the next show.”
In other words, SHOT Show is a don’t-miss event.
The battle lines are drawn for us and the stakes are high.
Each election hundreds of millions of dollars are spent to elect candidates who vehemently oppose our freedoms. They mock our values and beliefs, while working to destroy our industry and eliminate our rights.
That’s why Protect Liberty PAC was created to protect our liberty, defend America’s cherished freedoms, and save the firearm industry.
Just as our Founding Fathers joined together to lead a fight for liberty and freedom in the face of tyranny, so can we.
Please join with us in our fight today and let’s safeguard the firearm industry and our liberties before they disappear forever.
SHOT Business honors ten leaders in the shooting sports industry. Profiles compiled by slaton l. white
From a small machine shop in rural West Virginia the late Melvin Forbes changed the industry. He was both an innovator and an influencer. A mold maker, part-time gunsmith, and shop teacher, he, by force of will and mechanical genius, became one of the most respected rifle builders of all time.
In the early 1980s Forbes decided he was going to build a bolt-action sporting rifle that would weigh about five pounds, but shoot like it weighed 10. As Richard Mann related in his SHOT Business profile of Forbes, “Everyone he knew told him he was full of sheep dip, but Forbes quit his job and dove in with both feet. Within two years his Ultra Light Arms Model 20 set the bar high for synthetic-stocked, ultra-light, boltaction sporting rifles. It’s a bar that has not been surpassed.”
In 2022, Wilson Combat acquired the rights to Forbes’ creation, assuring that another generation of hunters can experience the rifle’s supreme accuracy and performance. You could say, and you wouldn’t be wrong, that the recent trend for lightweight backcountry rifles that are now offered by mainstream rifle manufacturers had its genesis with him. (wilsoncombat.com)
Steve Kramer, vice president of marketing at Springfield Armory, believes product is king and developing exciting new products is the locomotive engine of growth. But another linchpin of a successful product launch is getting the word out to consumers. Under his direction Springfield uses a multi-faceted marketing approach that the marketing team has developed internally and refined over a number of years. The result? Very successful new product launches.
Kramer says 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, he says it has opportunities to introduce the brand to new consumers.
A prime example of this was bringing Springfield Armory’s first dedicated hunting rifle to market with the Model 2020 Waypoint. This intro into that market segment opened up awareness of Springfield’s entire product line to a customer base that may have not been fully aware of the brand, namely the hunting community, and required a unique marketing approach.
He notes that customers today want a clear path to make informed decisions regarding their firearms purchases. As a result, the company strives to give the customer the knowledge to make that purchase decision before entering the store. To achieve this, Springfield starts by providing a fully featured website with detailed, media-rich product landing pages. A 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. (springfield-armory.com)
When Jason Colosky, CEO of Watchtower Firearms, left the corporate world, he did so with the idea of taking over a firearms company and turning it into a business that he could be proud of—a business that represents the way American manufacturing once was, and the way, Colosky believes, it can be again. When he initially considered buying F-1 Firearms, he didn’t think the company had the potential to live up to that vision. He kept an open mind, though, and decided to visit the manufacturing operation in Texas. What he saw changed his mind completely.
“What I found out was that they had a precision manufacturing operation that is incredibly efficient,” Colosky says. The other thing that struck him was the tolerance of F-1’s signature AR-platform rifle. As a former special operator, Colosky has carried his share of rifles and knows first-hand the dangers of having a weapon that rattles when you’re trying to move as silently as possible.
“The rifle they were making was so tight that you could shake it and it wouldn’t make a sound. From a pure quality standpoint, I really liked that,” he says.
Although the top-ofthe-line AR platform that originally attracted Colosky to F-1 will evolve and improve in the coming years, it will continue to be a staple for the company, now known as Watchtower Firearms (the company’s name honors Operation Watchtower, the codename for the WWII Guadalcanal Campaign). But the company is also committed to diversifying its offerings to cater to a much wider group of customers. So, it didn’t take the company long to develop high-quality suppressors. And earlier this year Watchtower launched the Apache Double Stack 1911 pistol.
The company is also amping up its marketing budget so small dealers don’t have to spend as much to get the word out about Watchtower’s firearms. It’s also pricing its products to make sure that gun stores can hit the margins they need to remain profitable.
(watchtowerfirearms.com)
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 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,” says Shawn Hostetter, CEO of Tedder Industries (owner of Alien Gear). “Retailers around the country have been extremely happy to finally have an answer to this massive problem in the holster category. Consumers are excited to 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.
(aliengearholsters.com)
Based in Knoxville, Tennessee, SDS Imports is a firearms importer that began operations in 2017. The technical and logistical support—including engineering initiatives, compliance expertise, and marketing efforts—the company offers its global partners helps them to successfully navigate the intricacies of the diverse American market. Brands under the SDS banner include Tisas USA, Tokarev USA, Military Armament Corporation, Spandau Arms, and Inglis Manufacturing.
4As 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. Its Photon Holster is a perfect example of how the company designed an all-in-one solution for both shooters and retailers.
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
Recently Christoper DiCenso came aboard as the company’s CEO. He brings more than 30 years of experience to SDS and was most recently a managing partner at Growth Strategy Partners, where he specialized in helping mostly firearm and related companies accelerate their revenue, profit, and organizational growth. He began his career as a manufacturing engineer at Sturm Ruger. In addition he is a former president of Camfour. DiCenso is an avid shooter and competes regularly in IDPA, USPSA, and 3-Gun matches.
Part of DiCenso’s mandate is to correct the erroneous impression that Turkish guns are cheaply made. “With us,” he says, “it’s really about getting the message out that we offer really good products at much more affordable and competitive prices than our competition. Turkish guns are well built, but we benefit from a lower cost structure that allows us to pass those savings on to the consumer.”
He’s not talking about 10 to 15 percent; he’s talking about 30 percent—and in some cases 50 percent—less expensive than the competition. That ought to get the attention of dealers nationwide.
(sdsimports.com)
Bilson Arms, a Louisiana gun-making company born from oil and gas extraction technology, has 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 doublefeed malfunction. With the BA-9FC, double feeds can be cleared by racking the forend and not even breaking cheek weld/target focus. (bilsonarms.com)
When most shooters and retailers think of firearm performance, they consider barrel twist rate, quality optics, and a finely tuned trigger. They rarely think about cleaning products, but Greg Cohen, president of Tetra Gun Care, says that’s a serious oversight. He believes his products not only help keep a gun clean and lubricated, they also enhance its overall performance.
He knows what he’s talking about; for more than two decades he has been a force within the gun-care category.
Tetra is known for an extensive product line, ranging from lubricants and solvents to cleaning rods and other accessories.
Cohen notes that all of the Tetra Gun Care lubricant-themed products feature the company’s fluoropolymer additive technology, based on the original 1985 synthetic gun lubricant patent, whether it is the well-known white grease, lubricant oil, Triple Action CLP liquid, lubricating wipes, or Gun Spray. The product line is updated on a regular basis to keep up with consumer demand and market trends. For example, the original formula for Action Blaster (a cleaner-degreaser aerosol that removes fouling from gunmetal) has been replaced with the synthetic Action Blaster II product. There is no lubricant in this mix. It is pure cleaner.
In a similar way, Tetra Gun’s original Tetra Gun Spray has been replaced with the Tetra Gun Spray II. This product is basically a CLP (cleaner, lubricant, protectant), combining cleaning performance, followed by surface lubrication and protection. A unique aspect of this lube spray is that it doesn’t have an oily finish, something Cohen says many people now prefer.
Essentially it boils down to this, he says. ”You get best results from a product that provides a barrier between two surfaces of gunmetal to minimize friction and prevent wear and operational failure so that you can maintain a firearm in fire-ready condition.”
(Tetraguncare.com)
In 2012 father-and-son team Kevin and Brice McCunn began operating out of a small shop in Massena, Iowa. Wanting to grow the business, they decided to build a state-of-the-art indoor shooting range and gun shop located just east of town. In March 2015, McCunn Specialty Firearms opened the doors of their new facility. The operation features a retail store, a six-lane 25-yard indoor shooting range, a classroom, and a gunsmithing area and now attracts customers from surrounding counties. Brice says their aim was to provide a fun and safe environment for new as well as seasoned shooters, all the while providing superior customer service.
As part of that desire to provide superior customer service, Brice was determined to make the process of purchasing a suppressor as painless as possible. This is a big ask; suppressors, as NFA-regulated products, require a substantial amount of paperwork. In order to streamline the process, the store invested in a fingerprint scanner with software, and the staff can now help its customers complete the forms in house, from start to finish.
Another aspect of this operation is their dedication to provide customers with a secure means of storing their firearms at home. After seeing the lack of focus on quality safes at other retail operations, McCunn jumped in with both feet by only offering top-drawer safes. Today McCunn’s is one of the largest, if not the largest, safe shop in the state. Their growth caught the attention of the two major buying groups, and they eventually joined Sports Inc., which has impacted the ever-growing product lines they carry with better pricing and availability.
(mccunnguns.com)
combine our strength with their strength and everyone benefits, especially the people who will use the product.”
(ewool.com)
A lifelong shooter and avid hunter, Steve Hornady entered the world in 1949— the same year that his father, Joyce, started the Hornady Manufacturing Company. During his youth, Steve and the pastimes of hunting and target shooting were never far apart, as he hunted prairie dogs and much more in the Cornhusker State.
Alain Desmeules, founder and CEO of the premium heated-garment company eWool, grew up in Canada, a land where there is a different kind of frigid—one that’s difficult for many to comprehend. That intimate knowledge of what it feels like to be that cold is one of the reasons why Desmeules felt the need to break into the heated-garment industry after pursuing a successful career in engineering.
Desmeules founded eWool in 2013 and immediately started using his engineering background to improve the technology of the heated-garment industry. The idea was simple: create a product that works so well that when you push a button, it immediately starts generating heat. This concept was especially important because the customers eWool were targeting weren’t casual consumers on a weekend ski trip, but rather law enforcement and other professionals who spend hours in the bitter cold every day for six months or more of the year.
Although at first glance eWool might seem to be a garment company, Desmeules is very clear that eWool is something else entirely. “We are not a garment company. We are a technology company,” he says. “Our goal now is to take that technology of heated clothing that we’ve perfected and partner with established garment companies to make it easier to get that technology out to more people who can benefit from it. Instead of garment companies having to spend time and money trying to develop heated clothing technology on their own, they can take advantage of the countless hours of research and innovation we’ve done. We
He became head of the company under difficult circumstances in 1981 when his father died in a plane crash. Steve immediately assumed leadership, and despite the devastating loss of the company’s founder, Hornady Manufacturing never faltered. Under his leadership the company continues to deliver innovative product lines, thus assuring its long-term success.
More importantly, though, he has been a tireless advocate for his industry, hunting, and the shooting sports. Hornady is known for stepping up to the plate when a leader is needed, as he did by becoming Founding Chairman of the Hunting and Shooting Sports Heritage Fund, which was formed to help defend the firearm industry against politically motivated municipal lawsuits in the early 2000s.
Early this year at SHOT Show 2024, he was the recipient of the NSSF Ken Sedlecky Lifetime Achievement Award. This award recognizes individuals who have distinguished themselves by their long-term commitment to the success of the industry and by their support of NSSF’s mission to promote, protect, and preserve hunting and the shooting sports.
(hornady.com)
Editor’s Note: Additional research and reporting by Christopher Cogley, Eve Flanigan, Miles Hall, Richard Mann, and Brian McCombie.
by Brian McCombie
In2016, when the state of Iowa legalized the possession, use, and sale of suppressors, Brice McCunn was ready. The owner/operator of McCunn Specialty Firearms, in Massena, Iowa, McCunn knew he could (and would) sell a good number of suppressors. His customers had asked him about suppressors since he opened in 2012, and he had applied for and received the necessary certifications to transfer National Firearms Act (NFA) items such as suppressors.
McCunn Specialty Firearms encompasses several thousand square feet of retail space, a six-lane indoor shooting range, and a classroom. Located about halfway between Des Moines and Omaha, Nebraska, the establishment draws in people from several surrounding counties to purchase firearms and accessories as well as to use the range.
“Initially, we jumped into the suppressor market carrying SilencerCo units exclusively,” says McCunn. “Today we still offer SilencerCo, but have added some nine additional brands of suppressors to our store. The majority of our guests are using suppressors for hunting. Also, some buy a suppressor for home defense guns, which makes sense if you think about it. We do get the occasional recreational shooter who is looking to make a more desirable shooting experience for themselves.”
McCunn Specialty Firearms is only one of the many FFLs whose bottom line has been made better and stronger through suppressors sales. Could offering suppressors do the same for your business?
As an NFA item, suppressor sales and transfers require additional federal requirements and paperwork beyond the operations of a standard FFL. As with any new addition to a store’s inventory, staff education and the marketing of a new product line will come into play. No doubt some patience will be required, too, while a new line takes hold with the customer base.
Of course, any established FFL will have to evaluate the local suppressor market landscape and decide if selling these products is right for them. Yet, suppressors have become extremely popular over the last several years, a popularity which shows no signs of dissipating any time soon.
Silencer Central not only sells suppressors, but its CEO Brandon Maddox has worked tirelessly to make the process of purchasing a suppressor easier and faster.
Information provided by the American Suppressor Association (ASA) revealed just under 800,000 suppressors registered with the Bureau of Alcohol, Tobacco and Firearms (ATF) in February 2016. That grew to 2.66 million suppressors by May 2021. At the close of 2023, ATF documented 3.6 million suppressors owned by Americans.
“I’d estimate that we are probably above 4 million registered suppressors at this point,” says Owen Miller, ASA’s vice president.
Retailers that once handled a handful of suppressor customers a month are now making dozens of these sales. Another new suppressor maker seems to enter the market every month or two; at the same time, many established manufacturers are backordered.
Brandon Maddox is the founder and CEO of Silencer Central, one of the country’s largest sellers of suppressors. Dedicated solely to Class
Retailers that once handled a handful of suppressor customers a month are now making dozens of these sales. Another new suppressor maker seems to enter the market every month.
3 firearms in the form of silencers, Silencer Central was launched nearly 20 years ago with the goal of providing a more simplified process for safely and legally obtaining a suppressor. Today, a Silencer Central customer can fill out the needed paperwork online, including a free NFA Gun Trust. With satellite locations in the 42 silencer-legal states, Silencer Central can actually deliver an ATF-approved silencer directly to a customer’s door.
Silencer Centr al offers a wide range of suppressors from top manufacturers, plus its own Banish line. The only real problem for Maddox and his employees? They are running out of room! From its facilities in Sioux Falls, South Dakota, Silencer Central was handling approximately 100,000 suppressor sales a year, plus threading over 5,000 barrels to make the firearms suppressor-ready. But the Silencer Central infrastructure simply can’t handle the everincreasing demand, which is why Maddox is currently expanding his warehouse and other operations to allow the company to sell 200,000 suppressors annually.
Maddox credits a booming market for suppressors to a number of factors, including a greater understanding among hunters and recreational shooters of the hearing and safety benefits to using suppressed firearms. He noted that many gun makers now design their rifles and handguns with threaded barrels for suppressors;
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McCunn Specialty Firearms has invested in a fingerprint scanner with software that helps customers complete the required forms in-house.
in the case of handguns, many manufacturers offer suppressor-height sights.
In 2022, Mike S. (he requested SHOT Business not publish his last name), a farmer and hunter from Michigan, decided it was time. He traveled to his local NFA dealer and completed the needed paperwork for his first two suppressors, both made by AB Suppressor of New Century, Kansas. He then waited for application approval. And waited. For eight months.
He purchased suppressor number three in December 2023. Wait time for that approval: three months. And, early in 2024 he filled out the forms for his fourth suppressor, this one AB’s Little Bird rimfire model. His approval came through in just 11 days.
A fluke? Not so, says Maddox.
“Recent changes in approval times have also increased demand significantly,” says Maddox. “We are seeing 4.8 days for many approvals as an individual submission these days.” It wasn’t long ago that the suppressor approval process took anywhere from six to 12 months. And six months was super-fast. According to Maddox, who recently spent time with ATF leadership concerning various issues, ATF greatly streamlined the administrative process for the required Form 4 and is committed to much faster turn-around times. With the long waits generally over, that news flashed across the shooting sports landscape, encouraging many gun owners to make the move to suppressor ownership.
In the early 1990s H&H Shooting Sports of Oklahoma City, Oklahoma, began offering suppressors. The biggest hurdle to selling suppressors then, notes Miles Hall, former co-owner of H&H, were the often painfully long wait times. The fact that a potential buyer had to (and still must) pay the $200 stamp tax up front wasn’t a help, either. The additional paperwork was new and took time to learn, he adds, and there were only a handful of suppressor makers from which to choose.
“Later the state of Oklahoma allowed suppressors on hunting guns for special circumstances, which was fantastic,” Hall says. “You could just feel this was going to be something big in the coming years.”
H&H was sold several years ago; today Hall is senior advisor with the consulting firm HallN-Hall, LLC, where he helps FFL clients around the nation improve their operations and boost sales. As such, he regularly advises those clients to enter the suppressor market.
Admittedly, he says, suppressor sales and transfers encompass a more complex set of rules, “but those are easily overcome with training and the right spirit.” The extra work, Hall believes, is more than worth it to the retailer making the suppressor commitment.
Hall stresses that a retail operation offering suppressors needs to have salespeople truly educated in the use of and the benefits of suppressed firearms. “Never assume your team ‘knows’ suppressors,” he says. “Nothing is worse than a team member who clearly does not know a product area and tries to baffle with BS. The guest will see right through that ignorance or, worse, that arrogance, possibly losing that guest, not only to the store but to the shooting sports family as a whole.”
McCunn agrees on the need for hands-on knowledge. “We have several employees that have multiple suppressors of their own with real-world experience,” McCunn says. “When you can talk with the guest about caliber options, materials, and other features that have worked for you, it really helps customers to make a purchase decision.”
With his six-lane indoor range, McCunn has found that letting interested customers actually fire suppressed firearms will generate many sales, too.
“Demos are a fantastic way to help sell suppressors,” McCunn says. “It is still great to see the giant smile a guest has the very first time they get to shoot a suppressed firearm.”
Make sure you have the right cans on hand, too, suggests Ethan Buckley, sales executive for AB Suppressors. “Suppressors are an accessory,” Buckley says. “Obviously, some cans are designed for handguns, some are designed for hunting, some are designed for the tactical market. Whichever niche your target market is, even seasonally, you should carry cans for that market.”
“Given the extra paperwork and wait times,” he added, “having the models in store helps customers make decisions now. If you have a range or easy access to one, there’s no better way to sell a particular suppressor than to let a customer use a firearm with that same suppressor.”
Let’s admit it: many gun owners are very leery of the ATF and are put off by the additional paperwork needed to purchase a suppressor. Form 4 includes submitting fingerprints and having local law enforcement signing off on the suppressor purchase, both of which can add to a potential buyer’s apprehension.
To ease these concerns, the smart retailer does the things needed to gain a customer’s trust.
“Consumers must trust their dealer,” says Maddox. “Creating trust is so important. Trust that the dealer does the paperwork correctly and trust that the dealer protects the customer’s highly sensitive information. Dealers need to read the NFA Handbook and have a thorough understanding of the compliance requirements of selling and the consumer possessing the suppressor.”
Being able to offer a customer the help needed to complete an NFA Gun Trust is a plus, too. With such a trust, the consumer can share their NFA items with family.
Manufacturers like AB Suppressors help dealers build that trust through staff education.
“AB Suppressor has teamed up with H&G Outdoors to help set up our dealers for success,” says Buckley. “They are our ‘boots on the ground,’ and H&G and our own staffers provide sales staff training.”
Anything a retailer can do to streamline the application process will create customer confidence in that establishment, too.
“Initially, it was difficult to navigate the NFA regulations, and it was quite the learning experience,” McCunn admits. “But going on nine years and many sales later we have the process streamlined and efficient. A few years ago, we invested in a fingerprint scanner with software, and we now help the guest complete the forms in house, from start to finish. The fingerprint scanner turned out to be one of the best purchases we’ve ever made, and we regularly hear how easy it was to purchase suppressors at our store.”
Suppressors are regulated under the National Firearms Act (NFA) of 1934. To deal in NFA items, an individual or business entity must first possess a Federal Firearms License and a Federal Employer Identification Number (FEIN). Once they have those two items, qualifying to sell NFA firearms and suppressors is a relatively simple process, according to Harry L. McCabe, an Industry Compliance Consultant with the National Shooting Sports Foundation (NSSF).
“You simply file ATF Form 5630.7, Special Tax Registration and Return, National Firearms Act, and pay the tax (it is a tax and not a fee) for the type of business in which you intend to engage,” McCabe says. “The tax ranges from $500 a year for your basic FFL dealer to $1,000 a year for manufacturers and importers. The NFA tax year runs from July 1 through June 30, and the tax is not prorated.”
The NFA-qualified FFL then orders NFA firearms/suppressors from a manufacturer or distributor just as they would for conventional firearms.
“To make a sale of an NFA firearm to an unlicensed person (or a trust), the FFL must file an ATF Form 4 with ATF and wait for it to be approved,” McCabe says. “The Form 4 requires detailed information about the buyer, the seller, and the firearm; a $200 transfer tax must be paid with the form when it is filed.”
With the Form 4 approved, a tax stamp is issued to the retailer. At that point, the retailer and customer complete the transaction as they would with any other firearm, including the customer filling out an ATF Form 4473 and the customer receiving the stamp.
“The FFL must keep all the same records for NFA firearms as he/she does for other firearms,” McCabe says. “In addition, there are NFA-specific forms that must be retained. We have detailed record keeping and filing recommendations for FFLs who engage in the sale of NFA firearms that we usually provide to them when we do an NSSF site visit at their store.”
Despite Hollywood’s fantasy, suppressors do not silence firearms to the point that all one hears is “pfft-pfft.” However, a quality suppressor will do the following:
Reduce muzzle blast below the 140 decibels (dB) identified as causing harm to our hearing, with a reduction usually in the 20 dB to 30 dB range.
Allow shooters and hunters to better communicate with each other.
Aid the hunter, as suppressed firearms are less likely to scare off wildlife.
Reduce recoil, up to 25 percent in some cases.
Help shooting ranges dealing with noise complaints to improve relations with neighbors.
Suppressors can also bring new people into the shooting sports, as the reduced noise and recoil make the shooting experience much more enjoyable.
The Archery Business Pavilion was a new — and successful — part of SHOT Show last year, and it promises to be even better in 2025.
BY ARCHERY BUSINESS STAFF
In mid-February 2023, NSSF (National Shooting Sports Foundation) announced the creation of the Archery Business Pavilion, a new exhibit area for the archery industry at NSSF’s annual SHOT Show. The Pavilion is an exciting collaboration between NSSF and Grand View Outdoors, a leading provider of outdoor content. (Archery Business and Bowhunting World magazines are part of the Grand View Outdoors family of brands.)
Fast-forward to January 2024 — and specifically the 46th SHOT Show, which set new benchmarks for industry innovation, collaboration and engagement. With an expanded show floor, a record-high number of exhibitors, and an array of new
features and networking opportunities, the 2024 SHOT Show in Las Vegas, Nevada, was the largest to date. More than 55,400 industry professionals packed the 13.9 miles of aisles over four days at The Venetian Expo and Caesars Forum — including the Archery Business Pavilion — eager to view new, innovative products used for hunting, shooting and outdoor recreation.
“The energy on the SHOT Show floor in 2024 was off the charts,” said Chris Dolnack, SVP & Chief Customer Officer for the NSSF. “The feedback we’ve received from our exhibitors and attendees has been amazing, and we can’t thank them all enough for helping us make the show what it is: the greatest trade show in the world.”
The 2024 Archery Business Pavilion (located in Caesars Forum) featured exhibits from leading manufacturers and suppliers in the archery industry. The new area of the show provided a focused environment for archery retailers and industry professionals to explore the latest trends, products, and business opportunities in the archery sector. So, what was the feedback from 2024?
“I spent a good amount of my time each day in the Archery Business Pavilion,” said Archery Business Editor Dave Maas. “Of course, because I have ‘skin the game,’ I wanted the new space to be a success. I must say I was impressed. The NSSF team did an outstanding job of making it easy for Show goers to find the new Pavilion. The space was clearly marked on the SHOT Show overview map, and special lime-green carpet runways (think shortcut) across the floors of Levels 1 and 2 in the Venetian Expo (the two main exhibit spaces) helped direct traffic to the SHOT Bridge, the path to Caesars Forum and the Pavilion. NSSF even had Show workers standing with signs directing people to the SHOT Bridge and the Pavilion; nice!
“The Pavilion space itself was big and bright, in a word — outstanding. In my opinion, traffic in the Pavilion was good. Yes, it would take a bit to get busy in the mornings, but I attribute that to the fact the Pavilion and all other booths in Caesars Forum are a bit of a hike from the SHOT Show entrances.”
The 2025 Archery Business Pavilion will feature exhibits from leading manufacturers and suppliers in the archery industry, offering attendees the opportunity to see and experience the latest in archery technology and products. Looking ahead to the next SHOT Show, here are thoughts from some industry veterans regarding the Pavilion:
DERRICK NAWROCKI — PRESIDENT/PUBLISHER, GRAND VIEW OUTDOORS
“Momentum continues to build in year two of the Archery Business Pavilion at SHOT Show, and we’ve seen the addition of significant exhibitors, including Tomorrow Resources Inc., the parent company of power brands like T.R.U. Ball and AXCEL Archery; FL Outdoors, whose brands include Swhacker, C’Mere Deer, TAC Vanes, and Steel Force Broadheads; and an outdoor-focused cooler brand, Canyon Coolers. This in addition to Summit Outdoors, which is coming back, along with Moultrie Mobile, which is doubling the size of its Pavilion booth footprint.
“When you run the numbers provided by the NSSF, there are 18,000 buyers moving around the SHOT Show, which is phenomenal, but for the Archery Business Pavilion, we know nearly 5,000 of
those are actively buying and interested in the archery and hunting category. So, the SHOT Show is not only delivering an impressive number of overall buyers
— not seen at any other industry B2B show — but also a significant number of the right buyers for the exhibitors in the Archery Business Pavilion.
“It is worth mentioning that many of the traditional and more modern firearms shop retailers, who are looking to expand their existing inventory with categories in the hunting, archery and general outdoor markets, are now able to see that segment in one area, which is one of the goals of this space — helping to make the SHOT Show as efficient and convenient as possible for buyers. I am very confident that by the time SHOT Show opens its doors for the 2025 show, the Archery Business Pavilion will have added quite a few solid exhibitors to the room.”
CHRIS DOLNACK — SVP & CHIEF CUSTOMER OFFICER, NSSF
“Since the 2022 SHOT Show, our postshow surveys revealed that 24% of the retail buyers had an interest in the archery and bowhunting category, and the growth in the Archery Business Pavilion reflects that growing interest. More traditional firearm retailers are looking to expand their offerings, and there is a lot of cross-over between archery hunters and firearm hunters. And in many cases, those retailers are 10-15 years younger than those who are not interested in the archery and bowhunting space. Any way you slice it, nearly 5,000 retail buyers who are attending the 2025 SHOT Show will be looking for information with intent to purchase, and to build long-term relationships with archery exhibitors.”
BENJAMIN SUMMERS — VICE PRESIDENT, T.R.U. BALL/AXCEL ARCHERY
“T.R.U. Ball/AXCEL Archery is excited to be exhibiting in the Archery Pavilion of the SHOT Show for the first time in company history! We are proud to bring another premier brand of archery
equipment to SHOT, and look forward to growing together and making archery and bowhunting better! We will have several new hunting and tournament releases, sights, scopes and stabilizers available for what will be many people’s first opportunity to see them in-person!”
JASON COSTELLO — CEO/ FOUNDER, CANYON COOLERS
“SHOT Show has always been an incredible opportunity to connect with the outdoor community, and we’re excited about the continued growth of the Archery Business Pavilion. Archery
is quite literally the tip of the spear in the hunting industry, and their passion for all things hunting and using only the best of gear really set the table for Canyon Coolers to build its fanbase amongst a discerning and loyal group of retailers. At Canyon Coolers, the Pavilion is the perfect platform to showcase the latest innovations in outdoor gear, such as our all new 75- and 85-quart coolers, which are designed specifically for hunters who need gear that can withstand the most rugged backcountry conditions. We’re confident this year’s Pavilion will help us build even stronger relationships with the hunting retail community.”
“There is no one event in the country that brings hunting enthusiasts together like the SHOT Show! Summit Outdoors has had the honor of bringing groundbreaking innovations to the SHOT Show community, starting with the Shadow Hunter hard-sided hunting blind. We look forward to introducing new advancements at the show, reinforcing our strong connection to SHOT.
“This year’s attendees will get a first look at the unparalleled portable concealment offered by GhostBlind’s full 2025 product line, and the made in the USA Elevators Steel Tower & Platform Stair System. SHOT Show has been instrumental in our continued success. We look forward to forging ahead together at the 2025 show!”
“FeraDyne is excited to be at the SHOT Show again in 2025. We always seem to find new business opportunities there.”
It will be located within the upcoming SHOT Show in Las Vegas, Nevada, from Jan. 21 through Jan. 24, 2025. You’ll find the Pavilion in Caesars Forum in the Academy Ballroom.
Any manufacturer of outdoor, hunting and archery-related products can exhibit in the Pavilion.
Exhibit space is limited; first come, first served. Those who exhibit in 2025 will have first choice for space for 2026.
The Archery Business team, including editors and key staff, will be in the Pavilion working on best ways to cover and promote companies that exhibit.
Additional coverage about the Pavilion will appear in SHOT Daily during the show and within the pages of other B2B brands such as Archery Business, Hunting Retailer and Shooting Sports Retailer as we get closer to SHOT Show.
Preparations have already begun for next year’s 47th SHOT Show, January 21-24, 2025, in Las Vegas. To learn more about exhibiting in the Archery Business Pavilion, visit www.SHOTShow.org/ archeryexhibit. Note: Booth space will not be final until this application is completed and the initial deposit is made.
Taylorsville Located in suburban Salt Lake City, this firearms dealer built the first retailer shooting range in the state. In operation for more than 40 years, it keeps a wide inventory of home defense and traditional hunting guns in stock.
Following the high demand for fall big-game season, a wide mix of Tikkas and Ruger Americans in .300 Win. Mag. and .308 are continuing to make the register ring. “Our contingent of 1,000-yard-plus shooters is growing, making our fall sales really jump. Our bolt-action gun sales are almost year-round,” said assistant manager Parker Schafer.
Sales of MSRs continue to inch up, with an emphasis on higher-end rifles. Daniel Defense and Springfield Saints command the bulk of turns. Handgun sales are brisk; the high spot is split between Smith & Wesson M&P 2.0s, Springfield Hellcat Pros, and Sig Sauer P365 Macros. Glock 17s and 45s are also in the mix.
ILGat’s Guns, Dundee This northwest suburban Chicago retailer uses 25,000 square feet to display 7,500 firearms. “Our MSRs are down to just Mini14s. The state has continued to tie our hands with any classic AR-style rifle,” said general manager Randy Potter.
Handgun sales are strong. CZ Shadow Compacts, Glock 43Xs, Sig P365 Fuses, and Staccato CSs are attracting the lion’s share of attention. The lead caliber remains the 9mm.
Benelli 828 over-and-unders are in high demand, along with Browning Citori 725 Fields. “We find it interesting that customers love or hate either gun. We believe it’s all about how those two shotguns fit the customer,” he said.
Remington 870 Deer Slayers are turning well this season. Henry single-shot 350 Legends, Ruger Ranch Rifles in .223, and Marlin 1895s SBLs are also in high demand. This range-retailer keeps over one million rounds of ammo in stock. Inven -
Shotguns are picking up fast for waterfowl. Benelli Super Black Eagle 3s and Stoeger M3500s are pulling good numbers.
Miles City Located on the high plains of southeastern Montana, this larger, independent retailer stocks soft goods, firearms, and reloading supplies. Fall rifle sales are heating up. Christensen Arms Mesas, Tikkas, and Ruger American Rifle Generation IIs are posting the best numbers. The most popular calibers have been 7mm PRC, .300 Win. Mag., and .243.
“Ruger has really moved ahead with the American Gen IIs. It’s a great price point, and our customers are buying them to fill in alternative caliber choices. We like our bolt guns; if we don’t like them, we don’t sell them,” said owner C.B. Scountz.
Shotguns are warming up fast with good numbers of Benelli Super Black Eagle 3s and Winchester SXPs. Handgun sales are steady. Hellcat Pros and Sig P320s and
M17s are pulling the strongest numbers.
& Shipping, Tok Located in remote eastern Alaska near the Canadian border, this small retailer specializes in handguns and hunting rifles. In addition, Wolfhawk arranges firearm shipments. Travelers entering Alaska from Canada can pick up their handguns at this store.
Handguns are the bread and butter for this wilderness retailer with S&W M&P 2.0s and Glock 20 Gen 4s in the lead. Ruger Alaskans in .44 Mag. and .454 Casull are the top used guns. Anything in .45-70 in a lever gun is popular.
“We’re a mix of bear protection, tactical-style shotguns, and big-bore revolvers. Ten mil is continuing to drive many of our sales, pushing out older, big-bore revolvers,” said owner Bryan Kerly. “We’ve seen a huge swath of customers move away from .44 Magnum revolvers to high-capacity 10mm pistols.”
tory selection and price have improved for range ammo. Potter reported hard-to-get hunting cartridges are now in good stock.
Firearms, Lebanon
This smaller independent, just north of the Indianapolis metro area, specializes in home defense with 200 guns in stock and 800 square feet of display. Glock leads the handgun counter with 43Xs and 19s. Next in line is Sig’s P365. Smith & Wesson M&P 9 Shield EZs follow, turning at a consistent pace.
Like many store buyers, manager Riley Smith says post-pandemic life is now simpler. “Although we are a little surprised we haven’t gotten an election bump in 2024, sales remain above average,” he says. “It’s nice having a well-planned inventory and not spending all day on the phone ordering with distributors.”
Sales of MSRs have remained consistent for the last year. Models from Colt and Radical turn at two a week. Shotguns
have slowed, but are in good inventory. Home defense models from Remington and Mossberg are expected to do well later in the fall. Ammo stocks are flush.
KSThe Trading Post, Eldorado
Twenty miles east of Wichita, this small independent gun shop is dedicated exclusively to firearms, with an emphasis on handguns, home defense, and specialty gunsmithing. Compared to the recent months of hot weather, the cool of fall has brought improving turns on handgun sales. Glock 43Xs and Springfield Hellcats are selling best.
“We’ve been slow this last summer, and it’s hard for me to believe that we are in an election year. One bright spot is our MSRs in .17 HMR. We build them with lowers from Bear Creek Arsenal, and they are super fun to shoot. I call them our 200-yard .22. Our gunsmithing is way up in 2024, but I’m not sure why,” said manager Larry Arnold.
Demand for MSRs is down significantly, only to one or two a month.
With two locations sporting a total of 35,000 square feet of display space, this Pennsylvania retailer services a wide area from Scranton to Allentown selling everything from kayaks to guns. Fall is heating up with heavy traffic on the Savage Axis, CVA Cascades, and older Browning X-Bolts. A higher-thanexpected number of Ruger Americans are making turns. The most popular calibers have been .22, .30-06, and .308.
“We love new models. By clearing out and deeply discounting the old Browning X Bolts we’re creating traffic and new Browning customers. That’s a real win-win,” said counter salesman Steven Chiger.
MSRs continue to move daily. A mix of Springfield Saint Victors, S&W M&P Sports, and Ruger 556s account for the bulk of sales. Three to four units cross the counter between both stores. Handgun sales continue to increase. Hellcat Pros and Sig P365s are fast movers.
Gun Shop, New Haven Sixty years in the same location, just north of Middlebury, this rural small-town gun shop specializes in hunting long guns and handguns. It offers full gunsmithing services.
Rifles are hot for this retailer. Tikka and Ruger American Rifle Generation I and II are far away in the front position. For this retailer, .270 WSM is the hottest round.
Sales of MSRs are extremely slow for this store, selling only two to three a year. “We have seen demand fall off for these rifles, and it seems like younger shooters would rather build them on their own,” said owner David Pidgeon.
Handgun sales are slowing. Big-caliber revolvers are in the top spot. Ruger Alaskans in .44 Mag. and .460, Taurus .44 revolvers, and Glock 19s are all in the high traffic sector.
With the recent surprise delivery of .22 Hornet, ammo stocks are the best they’ve been in years. “Do you have any idea how long it’s been since I’ve seen a case of .22
Hornet? It sold out in a month, and now I’m the go-to store for the caliber and guns,” said Pidgeon with a laugh.
With more than 3,000 firearms in stock, this rural southeast independent specializes in lever-action long guns, revolvers, and defensive rifles. Bolt-action rifles are peaking for hunting season and this retailer has seen a jump in sales. “This has been a great year for performance updates with bolt guns across the board. There are big improvements from Savage and Ruger, and they are gaining market share in our area,” said owner Michael York.
Ruger American Rifle Generation IIs and the Savage Axis are leading at this counter. The most popular caliber goes to .308. Other fast movers include MSRs—Smith Sports IIIs and Ruger 556 Standards. This retailer also carries an extensive selection of lever-action rifles. Handguns have slowed.
sonville Located on Highway 31 East just north of Nashville, this retailer and range keeps about 1,000 firearms in stock and sports a 15-lane indoor shooting range. Handguns rule at this store. Hefty numbers of Glock 43Xs, Sig P365s, and Hellcats are on the leader board. CZ Shadows are also in the mix. Ruger Americans and the Savage Apex are the leaders for fall bolt-action guns. The most popular calibers are .308 and .243. While sales of MSRs have slowed, according to manager Daniel Williams the store is seeing an odd mix of guns go out the door. “Hard to believe we are in an election year and MSR sales are this slow. We are selling average numbers of price-point rifles, but almost as many Daniel Defense and Colt. Of course, it’s super competitive at the low end. All that said, bolt-action guns continue to be in high demand.”
A healthy inventory of Benelli, Stoeger, and Franchi shotguns keeps the retailer busy, as does a wide mix of Super Black Eagle 3s
and Montefeltros. Other lower-end shotguns include Escorts from Turkey. Ammo stocks are good for this retailer-range, and 9mm is selling for the lowest price in years.
town Located between Bentonville and Fayetteville, this large western Arkansas independent stocks over 1,600 firearms while sporting a 15-lane shooting range. The store also has extensive archery and reloading supplies.
Handguns are warming this counter with quick turns on Sig P365 Macros, Walther PPK Pros, and Glock 43Xs. Glock continues to be the most popular rental on the range.
“Arkansas muzzleloader season, now called ‘Modern Gun Season,’ allows hunters to use straight-walled centerfire cartridges. This has opened up many alternative rifles,” said floor manager Dustin Cunningham. The CVA Cascade in 350 Legend leads this category; the .45-70 in second.
While many retailers report slower MSR
sales in 2024, this shop does see an election bump happening. Daniel Defense and Sig MCX MSRs are on top. Waterfowl guns are moving quickly with high numbers from Benelli Super Black Eagle 3s and SBE3s in the Tung/Timber Cerakote finish.
Green
This family business retailer in central Kentucky stocks over 3,500 firearms and has a 12-lane indoor shooting range. The store and range pull customers from Indiana, Kentucky, and Tennessee.
Although slower than in past years, this retailer reports strong fall numbers. The shop is experiencing strong turns at the handgun counter. The Sig P365 holds the top spot; Glock 43X is right behind.
“Sales are steady. It’s a particularly good year for bolt-action rifles. MSRs are still selling, and our inventory is flush,” said counter salesman Jeremy Moore.
MSRs are turning daily with an even mix of Ruger Precisions, Radicals, and Sig MCXs.
CCI Ammunition is adding six new HEVI-Bismuth centerfire handgun shotshell loads to its pest-control product line. The new HEVI-Bismuth pest control centerfire handgun shotshells are loaded with a Catalyst leadfree primer and HEVI-Bismuth pellets. At 9.6 g/cc, the shot carries nearly the same density and downrange energy of lead, but adheres to all nontoxic ammunition requirements. These loads are designed to produce effective short-range patterns on pests and are packaged in 10-count boxes. Available in 9mm, .38./.357, .44 Special/Rem. Mag., .45 Colt, .40 S&W, and .45 Auto. Shot sizes vary from No. 8 to No. 11, depending upon caliber. SRP: $26.99-$34.99.
(cci-ammunition.com)
Rinehart Targets, the worldwide leader in quality archery targets, has launched an innovative new line of Game Room Hunt Series Dartboards designed for outdoor enthusiasts. Utilizing the same self-healing technology that has made Rinehart a trusted name among bowhunters, these new dartboards are guaranteed to deliver countless hours of dart-throwing fun.
Perfect for at-home game rooms or man caves, Rinehart’s new dartboards offer a unique way for archers to switch from arrows to darts and continue practicing their aim in the comfort of their own homes. The Whitetail Dartboard, the first model in the new series, measures 20x28x4 inches and comes with three darts. The detailed board design showcases a deer with vital target rings similar to a Rinehart target, with an added traditional dartboard bullseye just below the deer, delivering plenty of target options when throwing.
Rinehart Targets plans to release more models, including lifelike bear and turkey designs, to offer hunters even more options for man cave fun. Each board is crafted with the same attention to detail and commitment to quality for which Rinehart is known.
(rinehart3d.com)
Zeiss is welcoming two new riflescopes to its Conquest V4 line: a 3-12x44 with a Z-Plex reticle (#20) and 3-12x56 with a Plex-Style illuminated center-dot reticle (#60). Both feature a ballistic stop for an absolute confirmation of zero, multi-turn turrets, and zero stop. The riflescopes include enhanced engravings for fast and accurate adjustments, .25 MOA per-click settings, and capped windage knobs. Both models offer best-in-class optical quality with a 4X zoom ratio.
All Conquest V4 riflescopes feature the Zeiss T* coating that guarantees brilliant, high-contrast images even in adverse light conditions and a LotuTec coating that ensures a clear view in all weather conditions. The higher-definition glass produces 90-percent light transmission, delivering great low-light performance and excellent target resolution.
(zeiss.com)
Nextorch Industries, known for specialized illumination tools and tactical equipment for law enforcement, first responders, tactical professionals, and enthusiasts, is releasing the Pioneer MT 20 14-in-1 multifunctional tool. Designed for both every day and professional use, the versatile multitool includes essential tools such as pliers, cutters, scissors, and screwdrivers. Crafted from high-quality materials and featuring a durable YG8 scratch-resistant coating, the MT20 is built to last.
Weighing in at just 9.4 ounces, the Pioneer MT20 can easily fit into a pocket or bag, ensuring it is always within reach. So, whether you’re in law enforcement, rescue operations, or just need a reliable tool for everyday tasks, the MT20 provides the versatility and performance you need.
SRP: $99.99.
(nextorch.com)
The new MFT ACHRO multi-functional chest pack and harness is a rugged, adaptable, and versatile platform designed to let you customize your setup to meet any mission requirement. It sports a 3D-padded mesh and four-point design for even weight distribution. Quick-release buckles allow for easy on and off, even with one hand. The customizable fit allows you to adjust the harness to accommodate various layers, from summer to winter.
The design also allows you to carry medium to large binoculars and organize your essentials in a spacious main compartment, and a pair of side pockets can hold other accessories such as a rangefinder, GPS, and spare magazines. A zippered pocket just behind the main compartment has been designed to hold a handgun. The modular design also allows you to attach additional gear with the bottom MOLLE loops. Available in S/L and XL/XX. SRP: $149.99.
(missionfirsttactical.com)
The design and materials of the VaprTrek hunting boot are known for delivering all-day comfort. A contoured last provides an excellent athletic fit for men and women. The women’s style is built around a precision-made last that addresses the nuances of a woman’s foot shape for better fit and performance. A stretch collar provides comfort and flexibility in the calf and Achilles heel while stalking or climbing up and down from a treestand. Leather/abrasionresistant fabric uppers feature a leather flex area in the forefoot, allowing the boot to comfortably flex naturally with each step.
UltraDry waterproofing provides long-lasting protection to keep feet dry while ScentBan scent control eliminates odors within the boot. Offered in Mossy Oak Country Roots camouflage or Realtree APX camouflage with select models featuring Primaloft insulation for warmth in cool environments. SRP: $189.99-$199.99.
(irishsetterboots.com)
Integrally compensated to reduce felt recoil and muzzle rise, the Echelon 4.5F Comp 9mm is meticulously engineered to offer enhanced performance and unmatched adaptability. The integral compensator featured on this Echelon is discreetly designed with a single port on the top of the hammer-forged slide and barrel. Redirecting gas upwards, it effectively reduces muzzle rise and enhances control. The result is a pistol that delivers faster and more accurate follow-up shots. In addition, the front sight is positioned behind the compensator for an uninterrupted sight picture.
At the heart of the Echelon Comp lies the Central Operating Group. Employing cutting-edge manufacturing techniques, the Central Operating Group is entirely self-contained and serialized, allowing it to be easily moved between grip modules in seconds. Precision built from stainless steel, the chassis provides a robust housing for its patent-pending operating system.
Concealed beneath the slide cover plate is the Echelon Comp’s patentpending optic mounting system. The Variable Interface System allows users to mount more than 30 optics directly to the slide without the use of adapter plates. Simply configure the self-locking pins for the footprint of your desired optic to achieve a low, direct mount for improved sight picture and intuitive alignment.
The Echelon 4.5F Comp 9mm comes with a flush-fit 17-round and also an extended 20-round magazine. For restricted locales, a 15-round and a 10-round version are also offered—both featuring two magazines. SRP: $749. (springfield-armory.com)
The new Endurance reflex sight is a slimline red-dot reflex sight built for accuracy and durability. The Endurance features a user-selectable 3 MOA dot, 30 MOA circle, and circle+dot multi-reticle system. A 10-stage digital brightness control includes two night-vision compatible settings for enhanced flexibility, making this a great sight for both hunting, target, and tactical shooting situations.
The sight utilizes the RMSc footprint for seamless direct mounting to slimline pistols. The sight also includes a removable Weaver/Picatinny base for an ultra-compact aiming solution on rimfire, air rifles, ARs, and shotguns.
The Endurance Reflex uses Hawke’s A.I.M. (Auto Illumination Mode) that conserves battery power by putting the sight into standby mode when no movement is detected for five minutes. The sight automatically powers on immediately when it senses movement. Paired with a high-efficiency LED emitter, Endurance Reflex sights can run at a daylight-bright setting for several years on a single battery. SRP: $249. (hawkeoptics.com)
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Profits are important, but so is growing the sport. To do this, retailers and range owners need to “think big.”
As a retailer, wanting to grow your operation is often top of mind. But don’t let that goal obscure another, even more important goal—growing the sport. After we sold the store and started working with dealers and ranges around the country, we found that many proprietors were not thinking big enough in order to serve the needs of their communities. Some folks told us bluntly, “We don’t want or care for growing the sport; it’s all about sales.” To be sure, that is sad and narrow-minded thinking. Whether you’re selling deer rifles, paper targets, cleaning supplies, or range time, it’s always about growing the sport.
Basically, there are a couple of ways to “think big.” First, create an atmosphere (a vibe, if you will) that draws people to you; second, stand up for gun ownership and the shooting sports in your area (in other words, be a community leader). In our market, those of us who operated as retailers and range owners worked tirelessly to succeed and make a profit, but more importantly we all worked together to promote gun ownership, training, and the Second Amendment. Each business played a role in the ever-changing landscape of gun ownership, and we all fought against the “guns are bad” attitude that is all too prevalent in our society today.
Creating that all-important vibe can take many forms. Let me give you some examples. One outdoor range specialized in shooting long-range targets, some as distant as 1,000 yards. But they added a very cool twist—shooting that distance at a junk car loaded with Tannerite. The resulting explosion was a hoot to see and hear. Another range offered its patrons the opportunity to shoot targets out of a helicopter. I’ll say this: In the movies it looks easy. Not so, I was told. And another range specialized in cowboy action events. Visiting these facilities showed me the fellowship generated by the shooting sports.
Ahlman’s Gun Shop, a Minnesota facility, holds a massive annual event where thousands show up. The owner even presents a wild west play. (Yes, I said play.) At the request of Larry Ahlman, one year my wife, Jayne, and I played a big role. The bleachers were full for this performance. He also conducted tank races, long-distance archery competitions, and even had a spot set up where visitors could shoot a machine gun. Those times will be remembered for years, if not a lifetime, by
everyone there. Now that is what I call growing the shooting sports!
We hosted a “Taste of Hunting” event where we reached out to all the outdoor facilities and hunting related groups in our area to provide meat, and we had local chefs prepare a fantastic tasting menu. We made sure the room had areas where those who provided the provisions could advertise. Several of the local guides told me they booked out two years in advance due to the crowd in attendance. One of the private gun clubs we invited had open memberships, and they sold all of them shortly after the event—to the point they had to create a waiting list.
One of those types of events connected us with a new, small group who really were excited about the fantastic time they had and became big buyers from us. We lovingly called them “whales,” as they purchased well over six figures of merchandise each year from us. Those folks, all prominent members of the community, brought in others.
These whales now lead us to the second part of the equation—engaging with your community. One of the whales we served was a wonderful soul. He encouraged those around him to be involved and to make an impact where they could. I saw that firsthand at a Chamber of Commerce board meeting where the then-president of the chamber made a formal proposal to oppose concealed carry for our state. These so-called proposals were normally easily passed before the board moved on to the next item on the agenda. This one, however, was met with a question by a very young new member who was not “tuned into” the normal procedures. This person asked, “Why are we against this?” The room fell dead quiet for what seemed like an eternity. Then our whale spoke up: “Yeah, just why are we against this?” That question led to nearly a dozen other members, all respected leaders in the community, asking the same question. To a man, they told the president that this was not a chamber matter, and he should consider withdrawing the proposal. He did so and the room erupted in applause. The young man who started it all was greeted after the meeting by many of those who commented, all thanking him for taking a stand. The young man learned a valuable lesson that we all need to keep in mind: you must stand up for the things in which you believe.
The Simple Truth is that the more you are involved in the shooting community, the more you and our cherished sport will grow.
Retailers and range owners need to focus on more than just profits. They also need to become integral parts of the communities they serve.
Author bio: Miles Hall was founder and president of a multi-million-dollar firearms retail store and gun range in Oklahoma for 36 years. He is now a senior advisor helping FFLs around the country run more efficient, profitable businesses. (HallnHall.com)
While the name, logo, and some features may be new, Nocpix is born out of years of research, development, and experience in building thermal optics for hunters and outdoorsmen. We’ve paired this strong history of success with a fresh look at the thermal industry. This brand represents a launch of next-generation thermal devices with a unified goal: provide the best image quality and a consistently positive hunter experience.
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