SHOT Business -- August/September 2015

VOLUME 23, NUMBER 5

CYBER SECURITY AND YOU

PAGE 40

AUGUST/SEPTEMBER 2015

SHOOTING AT ITS SIMPLEST CAN BE REWARDING TO BOTH A SHOOTER AND A RETAILER PAGE 27

Firing Line SIG SAUER’S P320 IS TAILORED FOR PERSONAL DEFENSE USE PG. 23

good stuff STEINER’S NEW LONG-RANGE SCOPE IS WORTH A CLOSE LOOK PG. 44

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S H OT B U S I N ES S

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A U G U S T/ S E P T E M B E R 2 0 1 5

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VOLUME 23, ISSUE 5

CONTENTS

Departments 44

4 7

27

Features PLINKING SPECIAL SECTION

27 34 40

PLINKING: THE KINGS OF PLINKING What do your customers want?

To have a great time with family and friends? To be better shots next deer season? Well, airguns can deliver all that and more. BY JOCK ELLIOTT

PLINKING: FOR EVERYONE The .22 rifle remains a great teaching tool,

as it lets a new shooter get a firm grip on proper and safe shooting techniques. But these rifles are also a hoot to shoot, and a terrific way for the entire family to enjoy time together. BY CHRISTOPHER COGLEY IN THE CROSSHAIRS Cyber thieves have discovered that small

businesses are attractive targets. Do you have a plan to guard against a data breach? Given the liabilities, you’d better. BY MARK E. BATTERSBY

NSSF Update 16

FROM THE NSSF Nominate

a colleague for the SHOT Business Industry Awards— you may win a free hotel stay at the 2016 SHOT Show

COVER PHOTO: TIM IRWIN

22 23 24

17

RETAILER TOOLBOX How

18

INDUSTRY SUMMIT Are you embracing the new, diverse customer audience?

to make a first-time gun buyer come back for more

18

IN A FIX WITH NICS Official

EDITOR’S NOTE Why

plinking matters

NEWS BRIEFS Savage embraces the .338 Federal; 5.11 launches “Passion Forward” FYI Yeti helps generate

cold cash for retailers FIRING LINE When

failure is not an option UNDERCOVER SHOPPER Can

Savannah gun stores handle a surge of estrogen?

44

GOOD STUFF Steiner’s

46 50

WHAT’S SELLING WHERE

new scopes are performance-driven

NEW PRODUCTS Reactor Titan watch; Wiley X glasses; Blackhawk A.R.C. holster; Seek Thermal XR; and more

50

guidance on how to deal with a purchaser’s delay or denial

19

EXHIBITOR ACADEMY

21

YOU SHOULD KNOW

Sharing thoughts and ideas on maximizing your SHOT Show investment

Firearms-related injuries are lower than ever AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 3

EDITOR’S NOTE

NSSF

The importance of plinking

L

ast fall, while grouse hunting with contributing editor Tom Mohrhauser, the conversation, as it always does, eventually turned to SHOT Business. Parked in a turnout in a National Forest, eating sandwiches in his “Birdmobile” (a Suburban beautifully set up to accommodate hunters and bird dogs), we were kicking around some ideas for future issues when he paused and said, “Why don’t you do something fun for a change?”

“What do you mean?”

“When was the last time anyone at SHOT Business wrote about plinking? It’s how most of us got started, but lately, all I see in shooting magazines is stuff about competitions and tricked-out gear. It’s all so incredibly serious. We seem to have lost the fun somewhere along the way.”

I thought about what he said on the flight home. He was right. We sometimes get so focused on the hardware and the business issues of running a retail operation that we can lose sight of why we do this. In high school, I had a friend on the rifle team who invited me to the farm where he and his dad shot at an improvised range. I had shot some shotgun at that point (and, of course, I had a BB gun), but this was something different. We spent all morning knocking holes into old soda cans. I can still remember how I felt when I finally figured out those iron sights and heard the satisfying “plink” as I spun one of those cans off the log.

So, this issue is dedicated to the fun of plinking. It’s a great way for the family to enjoy time together, it’s a great way to introduce young shooters to our world, and it also happens to be a great way to prac-

tice year-round. All of which, by the way, provides you with opportunities to sell.

On page 34, you’ll find “For Everyone,” a review of five .22 rifles by contributing editor Christopher Cogley. He spent last summer shooting these rifles with his sons and some of their friends. That extensive “testing” yields some valuable nuggets that you can use when talking to customers about youth shooting opportunities.

Contributing editor Jock Elliott (“The Kings of Plinking,” pg. 29) focuses on airguns.

Obviously, this is also a smart way to get young shooters started, but he also notes that airguns can be used yearround by hunters to stay in training for big-game season—at a fraction of the cost of expending centerfire ammo. He also discusses the airsoft option.

We’ve obviously designed this special section to help you sell these products more effectively, but at the same time, we also want to help you and your customers re-discover the joys of plinking. It’s not something to be overlooked.

4 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

Slaton L. White, Editor

SLATON L. WHITE, Editor

James A. Walsh, Art Director Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor Mike Toth, Special Projects Editor Judith Weber, Production Manager Maribel Martin, Senior Administrative Assistant CONTRIBUTING EDITORS

Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Christopher Cogley, David Draper, Jock Elliott, William F. Kendy, Mark Kayser, Richard Mann, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll

ADVERTISING: 212-779-5316

Gregory D. Gatto, Publisher Brian Peterson, Western Sporting Goods Sales Katie Logan, Southern Sporting Goods Sales David Hawkey, Northeast Sporting Goods Sales Elizabeth Burnham Murphy, Chief Marketing Officer Ingrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONS

Tara Bisciello, Business Manager

CONSUMER MARKETING

Robert M. Cohn, Consumer Marketing Director Barbara Brooker, Fulfillment Manager

MANUFACTURING

Laurel Kurnides, Group Production Director Stefanie La Bella, Associate Production Director

BONNIER

Chairman, Tomas Franzén Chief Executive Officer, Eric Zinczenko Chief Operating Officer, David Ritchie Chief Marketing Officer, Elizabeth Burnham Murphy Chief Digital Revenue Officer, Sean Holzman Vice President, Integrated Sales, John Graney Vice President, Corporate Administration, Lisa Earlywine Vice President, Consumer Marketing, John Reese Vice President, Digital Audience Development, Jennifer Anderson Vice President, Digital Operations, David Butler Vice President, Public Relations, Perri Dorset General Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 7 times a year in January, February/March, April/May, June/July, August/September, October/ November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 23, issue 5, Copyright © 2015 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611.

Periodicals postage paid at New York, NY, and at additional mailing offices.

Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email SBZcustserv@cdsfulfllment.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 515-237-3697, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016

TIM IRWIN

Overlooked Pleasures

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NEWS BRIEFS NEWS

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PROMOTIONS

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AWARDS

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OUTREACH

Mystery Ranch helps take the mystery out of using a load-carriage pack with a new how-to video.

Mystery Ranch New Pack Video

Mystery Ranch, a pack company based in Bozeman, Montana, has joined forces with Montana Wild to create an educational video with detailed step-bystep instructions on how to properly load Mystery Ranch’s Metcalf load-carriage pack after an animal has been harvested.

“The Pack Out” helps potential buyers visualize how to comfortably handle large amounts of weight by properly distributing a load to their back and, more important, their hips.

“The Pack Out” can be viewed on the Mystery Ranch Vimeo Page (vimeo.com/130787256).

In combination with the release of “The Pack Out,” Mystery Ranch also will be launching a giveaway in which participants will have the chance to receive a Metcalf pack. (instagram. com/mysteryranch)

In all, Savage Arms is adding the .338 Federal to six of its popular big-game hunting rifles.

Savage Embraces The .338 Federal

S

avage Arms is releasing six .338 Federal models available in its most popular big-game rifle platforms. The new products chambered in this caliber include the 11 Long Range Hunter, 11 Hog Hunter, 16 FCSS, 16 Bear Hunter, 11 Trophy Hunter XP, and 16 Trophy Hunter XP. Shipments of these new models are currently being delivered to distributors.

Since its introduction in 2006, the .338 Federal caliber has established itself as a versatile, high-performance big-game cartridge. Built on the .308 case and neckedup to hold a .338-diameter bullet, this load offers hunters a faster muzzle velocity than the 308 Win., but with a heavier bullet. As a result, the short-action cartridge provides magnum energy for devastating performance on game, without magnum recoil. SRP: $1,104, 11 Long Range

Hunter; $560, 11 Hog Hunter; $885, 16 FCSS; $1,035, 16 Bear Hunter; $612, 11 Trophy Hunter XP; and $740, 16 Trophy Hunter XP. (savagearms.com) This product is from sustainably managed forests and controlled sources.

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 7

NEWS BRIEFS

One year after the successful launch of the VP line, H&K is adding another model.

Now it’s a snap to hang multiple stands.

Get a Leg Up Heckler & Koch Adds a .40 Caliber to Its VP Line Heckler & Koch has added a .40-caliber model to its new VP striker-fired pistol line. The VP40 joins the 9mm VP9 that was introduced to the U.S. commercial and law enforcement markets last summer.

“Just a year after launching the VP series been one of Heckler & Koch’s most sucpistol with the 9mm VP9, we are thrilled to cessful products. He also notes that the have a .40-caliber model join the lineup,” VP40 has the same precise trigger that says Michael Holley, HK-USA vice president debuted on the VP9, and “the VP40 grip for commercial and law enforcement sales. can be customized to fit any shooter by “Last year, the VP9 took the market by using a mix of three interchangeable storm, and the VP40 promises to live up to backstraps and six grip panels.” its birthright. For civilian The charging supshooters and law-enforceports—a feature introment agencies looking duced on the first VP for a little more power to models—are present go with the VP’s wellon the VP40 as well. recognized superior qualThese small, removable ity, this is it. Once again it wings on the rear of The VP40 joins shows Heckler & Koch’s the slide make cocking the 9mm VP9 in commitment to the U.S. and manipulating the H&K’s new line. market and American pistol much easier. VP shooters.” pistols also have a safer The VP pistol line has been in developand easier disassembly process than ment for more than four years, and its many competing models. debut marked the return of HK to strikerCovered by Heckler & Koch’s limited fired models. Heckler & Koch pioneered lifetime warranty, the VP40 is designed striker-fired handgun designs with the HK and manufactured in Oberndorf, VP70 and P7 pistols more than 35 years Germany. SRP: $719. A law-enforcement ago, and was also the first company to configuration VP40 with tritium night produce polymer-frame models. sights and three magazines is also availAccording to Holley, the 9mm VP9 has able for $819. (hk-usa.com) 8 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

One of the time-honored laments of deer hunters who have bothered to set up their stands before the season opener is that on any given day, weather conditions or deer movement patterns mean you must relocate the stand. Ordinarily, this would be a cumbersome and timeconsuming practice. But if you’re carrying the Tree Stand Buddy line, you can show your customers a better way.

Tree Stand Buddy allows the hunter to have multiple-stand options without having to go through the hassle of hanging multiple stands. The system uses a universal Quick-Attach Slide-Mount System that attaches to the hunter’s preferred hang-on treestand. All that’s left to do is hang the tree brackets in as many spots as desired, allowing your customer to hunt from a variety of locations quickly and easily.

With the receivers in place, stand installation becomes a much simpler and safer operation. Each receiver is attached to the hunter’s favorite trees with the Tree Stand Buddy Ultimate Ratchet Straps. The receiver was designed with a “hoisting” loop, so that the hunter never has to carry a stand up or down a tree.

By running a rope through the loop, the hunter simply pulls the stand up from the ground and secures it before he ever steps on the ladder. That’s about as simple, and safe, as it gets. (treestand buddy.com)

Leupold & Stevens optics continue to sell well, both in the U.S. and abroad, which has fueled a factory expansion.

Leupold & Stevens Expands Capacity Leupold & Stevens continues its commitment to Americanbased manufacturing and design by expanding its Beaverton, Oregon, production capabilities. “From the founding of our company in 1907, we have been committed to quality manufacturing and American craftsmanship,” says Bruce Pettet, president and CEO of Leupold & Stevens. “We are proud to continue our commitment to our American workforce, and this latest investment reinforces our belief in U.S.-made products and worldleading American optics.”

In late 2014, Leupold & Stevens expanded its manufacturing capabilities with a new Index MS40, which machines components used in Leupold riflescopes and spotting

scopes. The new Index MS40 has increased small-parts production by 20,000 to 30,000 units per week. The recent installation of a new Index R200 Milling Center—a five-axis milling machine that increases Leupold & Stevens’ ability to machine complex parts for products such as the D-EVO, DeltaPoint Pro, LCO (Leupold Carbine Optic), and the HAMR—further enhances the company’s manufacturing capabilities.

Also just installed is an Automated Bar Feeder, which provides an additional 1,000 hours of machine time annually. The machine automatically feeds bar stock into one of the most heavily used machines on the floor.

It’s a crucial function, as this is where the

process begins to turn raw stock into machined main tubes, objectives, and eyepiece bells.

All of this new capacity is designed to meet the strong demand for Leupold products. As new product lines are introduced to its U.S. manufacturing plant, Leupold & Stevens will continue to examine and expand capabilities as necessary.

“When hunters and shooters see that Gold Ring, we want them to know what it represents: the American workforce, who work hard every day to produce the highest quality optics in the world,” Pettet says. “As part of our commitment to them, Leupold will continue to add the state-ofthe-art equipment necessary to deliver on that promise.”

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NEWS BRIEFS

Manufacturers are beginning to tailor products specifically designed for the women’s shooting market.

5.11 Tactical Launches “Passion Forward”

T

o celebrate today’s tactical-minded, active, and aspirational woman, Passion Forward, an initiative created by 5.11 Tactical, will offer fans and followers access to training videos, exclusive ambassador tips, covert solutions, product recommendations, contests, and giveaways. To kick off the campaign, 5.11 Tactical recently unveiled its esteemed program ambassadors. It also will be showcasing its expanding line of women’s tactical gear and apparel. The ambassador team includes the following trio of women who embody the powerful spirit and determination that Passion Forward aims to promote. All are accomplished professionals in each of

their respective fields.

Janna Reeves, a devoted shooting competitor, works full-time in the firearms industry. In her rookie year with the Noveske shooting team, she secured multiple high lady titles and also qualified for a spot on the televised 3-Gun Nation Pro tour, making it to the championship shoot-off. Throughout her career, she has participated in several defensive shooting training programs, which played a role in her becoming a NRA-certified instructor.

Jolie Gentry Macias, a police officer and her department’s first female Special Weapons and Tactics (SWAT) team operator, won the inaugural Crossfit Games in 2007. In the 2009 Crossfit Games, she was

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named the Viking Tactic topperforming Law Enforcement or Military Athlete of the games. She is currently focused on training for Olympic Weightlifting and is looking to lead her team at Catalyst Athletics to the national title.

Katelyn (Katie) Francis is an avid competitive shooter. The 16-year-old began shooting with a .22 revolver at the age of five, and by the age of eight she began shooting a 9mm pistol. When she was 10, Francis started shooting in local United States Practical Shooting Association (USPSA) pistol matches. That same year, she competed in the Monster Match in St. Louis and was the third place junior.

Francis will be representing the U.S. at the International Practical Shooting Confederation Shotgun Match this September in Italy.

“We are proud to develop

5.11 Tactical has launched a new marketing initiative for women shooters.

products that are made for women, by women,” says Tom Davin, 5.11 Tactical CEO. “Women have demanded a superior product, and we’ve long understood that the fit of women’s products is a key element of high performance.

, America s pastime meets American made ingenuity.

Our Passion Forward campaign is dedicated to honoring women who maintain an ‘Always Be Ready’ mentality, and we’re thrilled to team up with Janna, Jolie, and Katie, who truly personify the Passion Forward mission.”

According to the National Shooting Sports Foundation, more than 50 percent of women in the U.S. say they intend to purchase at least one firearm in the next 12 months.

“Conversations around women’s specific products first began as women started to vocalize their frustrations with the fit of their tactical pants and uniforms,” says Tiffany Yerby, director of design at 5.11 Tactical. “As we began developing our Women’s Stryke Pant, we focused on function and improved fit, both of which are critical factors. But we also added a touch of feminine detail so

that it wasn’t a carbon copy of the Men’s Stryke Pant.

Product testing on all shapes and sizes, and getting end-user feedback, was paramount to the success and expansion of the women’s line you see on the shelves today.”

Adding to its increasing selections of women’s products, 5.11 Tactical is unveiling a variety of purpose-built gear and apparel intended for the female customer. Introduced earlier this year, the Lucy Tote and Sarah Satchel hide a wealth of tactical features while also providing a chic, yet inconspicuous, exterior that mimics the silhouette of a classic, feminine handbag. Both bags feature a strategically positioned TacTec System–compatible pistol compartment intended for accelerated sidearm access or access to self-defense tools, such as pepper spray. (5.11@havas formula.com)

Professional pitcher Andrew Cashner is known to throw some nasty fastballs. But of the field, it’s all about the Curve.® First-ever LED light and laser built into frame Built-in holster-free belt clip .380 ACP, 6+1 capacity Lightweight 10.2 ounce subcompact pistol Includes two magazines and a trigger protector

Suggested Retail: $392 taurususa.com PHOTO CREDIT

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AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 11

NEWS BRIEFS

Crimson Trace Extends Green Laserguards to the Springfield XD-S Crimson Trace, the widely recognized world leader in elevating laser sighting systems to standard equipment on concealed-carry and personal defense firearms, will soon release the company’s newest green diode Laserguard—the LG-469G. This newest product in the comprehensive Laserguard line is designed to fit Springfield Armory’s XD-S pistol with a “compact, sleek, from the factory” appearance.

Among the many features of the new compact and lightweight LG-469G Laserguard are Instinctive Activation, a master on/off switch, windage and elevation adjustment screws, and a brilliant Crimson Trace green-laser diode powered by a 1/3N 3V lithium battery. The LG-469G attaches along the Springfield Armory XD-S pistol’s trigger guard and onto the rail slots on the forward section of the frame. SRP: $299. The unit will also be offered as a special package with a fitted pocket holster. SRP: $309.

Gun owners wanting more green laser sight options can also consider the Rail Master Pro—CMR-204—as a laser and

The latest CTC entry in green-laser sighting technology has been designed to fit Springfield’s XD-S.

light upgrade. This award-winning combo is a durable compact unit that provides four modes, including green-laser-only and

light-only—or a combination of laser and solid light or laser and flashing bright LED light. The green laser CMR-204 is designed for installation on most firearms having Weaver-style or Picatinny rails. SRP: $379.

With the addition of the new Laserguard LG-469G utilizing a greenlaser diode, the total number of Crimson Trace green products stands at nearly two dozen—and is rapidly growing again with additional green-laser sight products being shipped to dealers and outlets in the months ahead. Overall, the company offers nearly 200 products with red- or green-laser diodes and bright white lights. (crimsontrace.com)

NOW AVAILABLE. LG-443G FOR GLOCK 42 & 43

www.crimsontrace.com

CONTACT YOUR PREFERRED DISTRIBUTOR TODAY.

RIO AMMUNITION OPENS NEW MANUFACTURING FACILITY IN TEXAS Rio Ammunition began its commercial activities in the United States in 2001 by importing ammo from the MAXAM Outdoors plant in Vitoria, Spain.

Fourteen years later, Rio expects its footprint on American soil to grow rapidly because it recently inaugurated a new sporting cartridges manufacturing facility in Marshall, Texas. Requiring an investment in excess of $19 million, the new facility encompasses nearly 105,000 square feet of manufacturing space and employs more that 40 local residents.

Working in conjunction with the state of Texas,

and with the cooperation of the city of Marshall and the Marshall Economic Development Corporation (MEDCO), this project has received significant economic development support through substantial and generous tax incentives. U.S. Sen. John Cornyn (R-TX) and Gov. Greg Abbott (R-TX) further believe that with Texas’ status as a nationwide leader in job creation, the opening of the new Rio factory also signals that the state is open for business to future international investment as well.

“This is a state-of-theart technology facility from a quality, environ-

ment, safety, and security point of view. Our goal for Rio Ammunition is to add value and progress to the city of Marshall and the state of Texas while also providing shooters and hunters in the U.S. with top-quality products and services,” said José Fernando Sánchez-Junco,

president and CEO of MAXAM, during the inauguration ceremony.

MAXAM Outdoors is a worldwide leader in this sector, with more than 500 million cartridges produced annually in its various global facilities in Spain, the U.S., the U.K., and Turkey.

Zanders Sporting Goods Distributes Guns and Ammunition

From Sea to Shining Sea! As a family-owned and operated company since 1962, Zanders has established itself as a leading distributor to the shooting sports industry.

Maintaining this position in the nations Top 10 distributors is attributed to retaining loyal retail partners, strict quality control through all distribution phases including new product introduction, extensive geographic distribution, technical service and expertise. Our customers realize these benefts and come back for more!

Zanders is a wholesale frearms distributor selling only to federally licensed dealers. Our knowledgeable,

service-oriented Sales Staff will guide you through the ordering process, with every detail of your order addressed.

The company atmosphere will make you feel at home and will service your individual needs. Zanders’ team of carefully selected professionals will work with you. Our passion for the shooting sports industry will be refected in your sales goals.

The state-of-the-art automated warehouse stocks over 20,000 products. Zanders’ offers same day shipping and fulfllment on diffcult to fnd products for superior availability.

Long known as “The Commitment Company” Zanders is dedicated to

your success. We are committed to our growth, and we are committed to yours.

We look forward to hearing from you. me ommit nt Compa eC ny h T

Since 1962

www.gzanders.com Zanders Sporting Goods 801 Bradbury Lane Sparta, IL 62286 800-851-4373

NEWS BRIEFS

KFG ROLLS OUT NEW PROGRAM

Kahr Firearms Group (KFG) is rolling out a new Dealer Showcase Program.

The program includes four Kahr pistols, one AutoOrdnance pistol, and two Magnum Research pistols.

Dealers must purchase all seven models to receive the discounted rate, which will save them a total of $533.

Kahr pistols included in this program are the CM9093, the CW9093, the CW3833, and the CT9093. The Dealer Showcase prices are, respectively, $305, $295, $267, and $285.

The Magnum Research program include two guns, the Desert Eagle 1911U (below, $658) and the Desert Eagle Pistol DE44BC ($1,394).

The Auto-Ordnance offering is the 1911PKZSEW, which is a “WWII Parkerized” 1911A1 ($461).

The program will run until October 31, 2015.

Dealers can order direct from participating distributors, and Kahr Firearms Group Registered Dealers can log in and download the Dealer Showcase Program from the Kahr Firearms Group dealer websites. (kahr.com, auto-ordnance.com, and magnumresearch.com)

14 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

Ruger Redefines the MSR Platform

The new Ruger SR-556 Takedown autoloading rifle is an innovative twist on an already innovative concept. Compact and easy to maintain, the SR-556 Takedown sets a new standard for the modern sporting rifle.

Like the popular Ruger 10/22 Takedown, the SR-556 Takedown was designed with ease of use in mind. The barrel is removed from the upper receiver by simply moving the slider bar toward the breech, rotating the barrel, and pulling it free—no tools required. Installation is simpler yet; just slide the barrel into the upper and twist until it locks. The takedown mechanism provides a repeatable point of impact and employs a patentpending, chrome-plated, two-stage pistondriven operating system for a cleaner, more reliable, cooler-running state-of-theart firearm.

“We are excited to bring the portability and ease of storage that we introduced with the 10/22 Takedown to a modern sporting rifle,” says Ruger CEO Mike Fifer. “The SR-556 Takedown has all the reliability of the original two-stage piston SR-556 and adds new and innovative features for MSR shooters.”

The removable 16.1-inch, chromelined, cold-hammer-forged mil-spec 41V45 chrome-moly-vanadium steel barrel is chambered in 5.56 NATO. The headspace is set at the factory, so no adjustment is necessary. The barrel assembly includes an elevation- and windage-adjustable flip-up front sight so that the zero stays with the barrel. The SR-556 Takedown also sports the shorter Ruger flash hider on the ½-28 threaded muzzle.

MSR shooters who desire a larger cartridge will be excited to find that a replaceable barrel kit chambered in 300 AAC Blackout is available at ShopRuger. com. The cold-hammer-forged 300 AAC Blackout barrel is 16.1 inches long, has a 1:7 twist, and is capped by a 5/8-24 threaded muzzle fitted with a Ruger flash hider.

The range-ready barrel’s headspace is set at the factory and comes complete with a metal flip-up elevation- and windageadjustable front sight, and two 30-round

Ruger’s innovative SR-556 Takedown modern sporting rifle was designed for easy assembly.

metal magazines marked with “300 AAC BLACKOUT” to ensure easy differentiation.

The SR-556 Takedown maintains the best-of-class elements of the SR-556 and comes standard with a host of accessories that today’s shooters demand. The quad rail handguard provides ample mounting area for accessories and provides a stiff and secure mount for the takedown mechanism. The slider bar for removing the barrel is located on the bottom rail under the gas block and is out of the way of accessories. The upper receiver is complete with dust cover, forward assist, and metal flip-up windage-adjustable rear sight. All aluminum parts are hard-coat anodized.

The Ruger Elite 452 two-stage trigger is installed in the standard mil-spec pattern lower receiver. At 7 pounds 10 ounces, the SR-556 Takedown handles easily with Magpul’s MOE grip and MOE SL stock on a mil-spec buffer tube. Three 30-round Magpul PMAG magazines and three fulllength rail covers ship with the SR-556 Takedown in a rugged, ballistic nylon case. (ruger.com)

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Comfort: Peltor™ Sport products are comfortable enough to wear all day while offering continuous protection.

Style: Sleek, professional and functional, our products make safety stylish with easy-to-use controls and ergonomic design.

Performance: Peltor Sport products perform – on the range, in the field and in your store. Our consistently high customer ratings reflect customer satisfaction.*

SECUREFIT™

Safety Eyewear – tinted lens

TA C T I C A L 1 0 0

Electronic Hearing Protector

See our full line of Peltor Sport products at

3MSafety.com/PeltorSport

*Source: Southwick Associates National Sportsmen Survey, 2014. © 3M 2015. All rights reserved. 3M, Peltor and SecureFit are trademarks of 3M.

U P D AT E

BY CHRIS DOLNACK, NSSF SENIOR VICE PRESIDENT AND CHIEF MARKETING OFFICER

FROM THE NSSF

SHOT Business 2016 Industry Award Nominations Cast your vote—you could win a free Las Vegas hotel stay at the 2016 SHOT Show!

T

his year, the National Shooting Sports Foundation and SHOT Business are taking a different approach to the annual SHOT Business Industry Awards presented at each year’s SHOT Show. We believe that those who work together daily and directly getting product to market are those in the best position to nominate the businesses making a difference in their communities, the industry as a whole, and, most important, actively promoting NSSF’s many programs such as “Don’t Lie for the Other Guy,” Project ChildSafe, First Shots, and the Rimfire Challenge.

To encourage all our members to participate in these awards, NSSF is awarding a free premium hotel stay during the 2016 SHOT Show to one company or individual making a nomination and drawn at random at the close of the nominations on September 15—a $1,350 value.

Nominations are divided into two categories:

NOMINATIONS BY MANUFACTURERS, WHOLESALERS, AND SALES REPRESENTATIVES MEMBERS ➤

NSSF is asking these members to nominate the ranges and retailers in the following categories that best represent the industry and work to promote NSSF’s mission of promoting, protecting, and preserving hunting and the shooting sports.

1

INDEPENDENT RETAILER OF THE YEAR This award

goes to the shooting industry independent retailer that has excelled with an exceptional commitment to the promotion of the shooting sports, the preservation of our hunting and shooting heritage,

and the protection of our firearms freedoms.

2 This award goes to the shooting industry CHAIN RETAILER OF THE YEAR

chain (big-box) retailer that has excelled with an exceptional commitment to the promotion of the shooting sports, the preservation of our hunting and shooting heritage, and the protection of our firearms freedoms.

3 This award is presented to the leading shooting facility, RANGE OF THE YEAR

based on its community outreach and efforts to preserve and promote our hunting and shooting heritage, and protect our firearms freedoms.

NOMINATIONS BY RETAILERS AND RANGE MEMBERS ➤

NSSF is asking these members to nominate the manufacturer, distributor, and sales representative in the categories below that best represent the industry and work to advance NSSF’s mission of promoting, protecting, and preserving hunting and the shooting sports.

1 This award is presented to

COMPANY OF THE YEAR

16 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

the leading company or organization in the shooting sports industry, based on community outreach and efforts to preserve our hunting and shooting heritage, and protect our firearms freedoms.

2 This award is presented to the top wholesale DISTRIBUTOR OF THE YEAR

distributor in the shooting sports industry, based on community outreach to promote the shooting sports and efforts to preserve our hunting and shooting heritage, and protect our firearms freedoms.

3

SALES REPRESENTATIVE OF THE YEAR This award is

presented to the leading sales representative (either individual or group) in the shooting shorts industry, based on community outreach and efforts to preserve and promote our hunting and shooting heritage, and protect our firearms freedoms.

BUT WAIT, THERE’S MORE! In addition to the above, NSSF invites all its members to nominate the person they feel best represents SHOT Business’ Person of the Year Award. Last year this award went to Julie Golob, professional competi-

tor, mom, and NSSF partner in several #GUNVOTE and firearms safety projects.

This award recognizes the individual who has done the best job of promoting the shooting sports and presenting a positive image for our industry while making great personal sacrifices—in both time and financial resources—in an effort to preserve our hunting and shooting heritage, and protect our firearms freedoms.

The nominee for this category can be from any segment of the shooting industry.

Members may submit one nomination for each category applicable to them, though members should submit a nomination only for a category and company with which they are familiar.

To view the nomination form, go to shotbusiness. com/awards/. Nominations close on September 15, 2015, so complete your submissions now and earn your chance for a free premium hotel stay at the 2016 SHOT Show.

Chris Dolnack

NSSF Senior Vice President and Chief Marketing Officer

U P D AT E

B Y PAT R I C K S H AY, D I R E C T O R , R E TA I L D E V E L O P M E N T

R E TA I L E R T O O L B O X

A Second Gun

The one to keep them coming back

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or many adults new to firearms and the shooting sports, their first steps into this world are often prompted by the desire to protect themselves and their families. That means the first gun they want is one suitable for that purpose, and especially one that works well when carried concealed.

Let’s say you’ve been successful at working with new customers like this. You find out why they want a gun for selfand home-defense, you’ve asked all the right questions about their daily lives and where and how they live, gotten them through basic safety and gun handling instruction, and sold them the firearm you both think will work best. Great job. But now take a step back and ask yourself this: How often do I see these first-time gun purchasers back in my store again?

If the answer to that question is “Not often,” you might be having a problem with followthrough—not the follow-through that’s necessary to reset the trigger and require the firearm’s sights after each shot, but the follow-through after the

successful sale of a personal protection or concealed-carry gun.

Follow-through of a completed sale can be important no matter what the firearm, but especially so with those suitable for concealed carry. The reason for this is a fact we don’t like to admit to: Many guns intended for this purpose just aren’t a lot of fun to shoot. This particularly becomes a problem for first-time buyers who don’t have a lot of range time under their belt. The more experienced shooters, especially those who started with a gun other than one intended for concealed carry, know that some guns are easier and more fun to shoot than others. They also understand that they still need to practice with those firearms that are less pleasant to shoot—fire-

arms like 12-gauge shotguns and big-bore rifles intended for dangerous game, in addition to the harder-to-handle micro semi-automatics and snub-nosed revolvers of the CCW genre. But how can a new shooter, one who starts out with a self-defense or CCW gun, do that?

EASY—SELL THEM A SECOND GUN ➤ If

you’re good at selling guns to first-time buyers, it’s likely you have worked in lots of conversation with these customers about the importance of regular practice and how it ingrains correct shooting habits. What you need to add to this conversation is, well, a little honesty. Explain that a micro .40 S&W brand X semi-automatic likely isn’t a ball to shoot on a

DID YOU KNOW?

NSSF offers two programs dedicated to introducing and advancing new firearms owners into the shooting sports. The first is First Shots (nssf.org/firstshots), our group safety and firearms education sessions organized to inform and entertain those who have never before handled a firearm. Classes are conducted with shotguns or rimfire pistols or rifles, providing a gentle and stress-free

regular basis—despite practice with it being necessary—and then show them a gun that is pleasant to shoot, such as a full-size 9mm semiauto or an L-frame S&W .357 loaded with semi-wadcutter .38s.

Maybe it’s a .22 boltaction rifle or 20-gauge over/under skeet gun that lets your new customer explore shooting in a way apart from selfdefense. The point is having the customer understand that there’s a world of truly pleasurable shooting to be had.

Most customers aren’t prepared to buy two guns in one shopping trip, so don’t try to get them to go home with two right away.

Rather, set the stage for it. Have them signed up for a couple of safety and basic shooting classes? Offer them a rental gun that’s easier and more fun to shoot than that mouse gun they bought (though emphasize they should shoot their new purchase as well). You could also hire instructors who keep a selection of easy-to-handle firearms for just this purpose. Don’t have a shooting range? Partner with one in your area to set up a program tai-

lored to widen the firearms handling experiences of new shooters.

Offer a discount or special on your rental guns—first three rentals after your purchase are free, or two rentals for the price of one—or maybe even a “try before you buy” special on a pairing of a fun ammoand-gun combination, with part of the rental and ammo cost taken as a discount against their next gun purchase.

How you go about preparing your first-time firearms buyer to be a loyal customer is limited only by your imagination. The thing to keep in mind is that you’re building a next sell—not upsell, next sell—opportunity. To do that, you have to give your customers a chance to enjoy firearms and the shooting sports beyond whatever necessity drove them to your store in the first place. Teach them and engage them, and they will come back time and time again.

introduction to firearms to those with no prior experience. Our second program, the Rimfire Challenge (nssf.org/rimfire/#&panel1-1), is NSSF’s flagship program for introducing new shooters to their first competition in a safe, fun, and family-friendly setting. These two-gun matches—competitors shoot with both .22-caliber rifles and pistols—are available nationwide and open to shooters of all experience levels. Both programs afford an excellent way for ranges and retailers to grow their customer bases.

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 17

U P D AT E

2015 Summit Theme: Embrace Diversity!

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he 2015 NSSF Industry Summit, held June 1–3 in Savannah, Georgia, set a new attendance record and was sold to capacity. Firearms industry professionals met for two days of presentations that garnered a wealth of accolades from those who traveled from all across the country to engage in discussions aimed at increasing hunter and shootingsports participation in America.

The central theme of the 2015 Industry Summit, diversity, proved the industry is preparing to significantly change the way it does business.

“We’ve talked loosely about diversity for years,” said Chris Dolnack, NSSF senior vice president and chief marketing officer, “but there’s never been a cohesive effort across the industry as a whole to address this subject. This year’s summit showed that we’re about to experience a groundswell shift in that attitude. Summit attendees came prepared with focused questions about changes they need to make in their businesses to embrace a new consumer audience. Summit attendees took away viable avenues of change that will positively impact our industry.”

A slew of headlining speakers kept audiences on their toes over the two days of discussions, with presentations such as Rick Tobin’s “U.S. Hispanic

Firearms Market.” In that discussion, Tobin stated, “The current buying power of Hispanics is $850 billion and is soon to be over a trillion dollars. It is necessity for any industry to connect with Hispanic consumers if they want to grow, and this NSSF-funded research will help the firearms and ammunition industry obtain a better understanding of this important consumer segment.” Other sessions included “Driving Engagement Across the Generations” and “The Impact of Ethnic Diversity on the U.S. Firearms Market,” as well as panel discussions on partnering with women’s shooting organizations and working with today’s many talented firearms bloggers.

“We have a tremendous cache of current data that shows us what firearms are being produced and purchased, what shooting sports they’re being used with, and who’s doing the buying,” explained

Jeff French, founder of comsumer research organization LoudDoor, speaks about diversity in the firearms market.

Jim Curcuruto, NSSF director, industry research and analysis.

“It’s gratifying to see so many important industry heads using that research and the ideas exchanged at the summit to complement their business plans and share what works with others. Industry-wide cooperation is what the sum-

mit is all about.”

NSSF would like to thank its many sponsors for their support of the 2015 Industry Summit, including Georgia USA, U.S. Sportsmen’s Alliance, PolyCase Ammunition, Troy Defense, Blue Force Gear, Daniel Defense, Boy Scouts of America, and Magpul.

CUSTOMERS DENIED OR DELAYED BY NICS? HERE’S WHAT TO DO The FBI and ATF have informed NSSF that both agencies have been realizing a higher-thannormal volume of calls by consumers who have received denials or extensive delays from the NICS system. This rise in calls does not have a corresponding rise in actual denials or approval delays; rather, there seems to be an increase in retailers advising cus-

tomers who have experienced a denial or approval delay to call NICS in seeking a resolution. Such phone calls, however, do not provide a resolution to the consumer’s concerns. The FBI has provided us with this information: If a customer believes he has been erroneously denied or is experiencing an extended delay, he may submit a request to the FBI or

18 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

other appropriate agency that appeals the denial or delayed decision.

Retailers should provide customers who wish to make such an appeal with a NICS Resolution

Card, which explains how an individual would initiate an appeal request to the FBI or other appropriate agency.

The FBI’s NICS Section cannot release the reason for the denial or delay response over the phone. FFLs should not encourage their customers to call either NICS customer service or the Bureau of Alcohol, Tobacco, Firearms, and

Explosives, as neither will be able to provide an individual with verbal information relating to their case. Instead, in addition to providing customers with the NICS Resolution Card, the FBI encourages its retailers to guide these consumer to the NICS Appeal website (fbi.gov/about-us/ cjis/nics/appeals/nicsappeals-process/ appeals-home).

ENERGY, IDEAS AT EXHIBITOR ACADEMY Nearly 100 new and veteran SHOT Show exhibitors attended the 2015 SHOT Show Exhibitor Academy, held this past June in Las Vegas, where exhibitors filled seminar rooms at the Sands Expo Center to learn how to maximize their return on investment and exchange ideas to improve the show experience for all in attendance.

The first day of the Academy opened with some quick-witted remarks

by Rick Harrison, star of the Las Vegas-based reality TV show Pawn Stars, as he urged the crowd to continue to fight for their Second Amendment rights and protection of the shooting sports. NSSF’s president and CEO Steve Sanetti then took the mic to welcome attendees and provide an overview of the Academy’s agenda. With an emphasis on perspective and how exhibitors can look at SHOT Show as an investment from which returns should be expected, motivational speaker and trade show expert Jefferson Davis took no time at all in engaging the crowd in a focused exchange of ideas that

From left: Mandy Geistweidt, Jeff Pressman, Linda Pilgrim, Dave Jeannette, Scott Newcomb. forced exhibitors to reevaluate how the 2016 SHOT Show can be their best show ever.

Treated to numerous seminars and one-on-one sessions covering everything from budgeting, advertising opportunities, and vendor contracting to interacting with the media, lead retrieval and improved logistics handling, the Academy strongly encouraged interaction both between exhibitors and with show management and their partners.

A special highlight to these sessions was the presentation by noted social media expert Traci Browne.

The author of The Social Trade Show emphasized how exhibitors can capitalize on the power of social media through a dedicated

plan of before, during, and after-show outreach campaigns, and her engaging speaking style had even the most experienced vendors taking notes and asking questions.

“We were very pleased to see so much interaction among the exhibitors in attendance,” said Chris Dolnack, NSSF senior vice president and chief marketing officer. “With a mix of veteran exhibitors and those who had a booth with us only a year or two, everyone was truly invested in working to make the SHOT Show a better experience, not just for each other, but for everyone.

That’s the kind of teamwork this industry needs to continue on a successful trajectory.”

Kempffer in Hall of Fame

B

ill Kempffer has been voted into the Sporting Clays Association of North Carolina Hall of Fame “for significant contributions to North Carolina Sporting Clays, for selfless support in the education of others, outstanding achievement,

and longstanding commitment to this extraordinary sport,” according to a June article appearing in the Sanford Herald. Kempffer is owner of the Deep River Sporting Clays and Shooting School, and a member of the NSSF Board of Governors.

NSSF’s New Job Board at Work In early June, NSSF debuted a new online job resource designed to help members of the shooting, hunting, and outdoors industry recruit qualified professionals and job seekers locate potential employers. This expanded and improved platform replaces the existing job posting service. Unmatched job listing exposure, easy online management, résumé search, and résumé uploading for job seekers gives NSSF members and non-members more opportunities than ever. Visit jobs.nssf.org for current employment opportunities.

REFERENCE GUIDE UPDATED

NSSF’s premier research publication, the 170-plus-page Industry Reference Guide, has been updated with 2014 year-end data for NICS background checks as well as excise tax obligation data. The guide provides information on dozens of data sources and reports on industry trends such as hunting license sales, excise taxes, NICS, FFL dealers, manufacturing reports, economic data, demographics of shooting-sports participants, equipment expenditures by segment, state-by-state participation, state-of-the-industry survey results, and much more. For details and pricing information, go to nssf. org/research/IRG/index.cfm.

© 2015 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 19

U P D AT E

NSSF Delivers Value Customized Market Report

ONE MEMBER’S EXPERIENCE

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o help those firearms industry members looking to establish or expand new retail or range operations, NSSF can provide a Customized Market Report. With information derived and examined from a geographical area you determine, NSSF’s CMRs explore important demographics such as household trends, buying income, and the potential market for your given area, as well as competing businesses, so that you have detailed, precise information crucial to the successful planning of a new enterprise or expansion of an existing one.

Member: Bryan A. Stear, owner and founder Business: Shoot Indoors Denver, Colorado

goshootindoors.com

Description of Business: Shoot

Indoors is a public indoor shooting range located in the north Denver area, serving a population of around 700,000 potential shooters. Founded by Bryan Stear, a satellite design engineer, the facility features his patent-pending range design, TAPER-Range.com, which uses tapered walls to reduce the backstop area by 50 percent and the ceiling panels by 25 percent. This unique configuration is scalable and resulted in equipment-cost savings of more than $100,000 for Shoot Indoor’s initial range build-out. Shoot Indoors now provides advisory services to entrepreneurs who want to optimize their business plans, and uses data analytics and demographics to make their ranges rapidly profitable. The range facility, which is wheelchair-accessible, permits handgun, rifle, and slug shotgun use, and hosts a busy class list that covers a wide variety of shooting interests, including CCW and handloading.

Experience with Customized Market Reports: “The most important step to planning

Interested in NSSF Membership?

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport—it’s a way of life. Join the more than 12,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, call 203-426-1320, email membership@ nssf.org or visit nssf.org/join.

20 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

a shooting range is in accurately assessing your demographics. Understanding the demographics allows you to predict how many shooters to expect through your door, which determines your sales projections, range size, operating expenses, and cash flow.

NSSF’s Customized Market Report was crucial to Shoot Indoors in assessing how many potential shooters lived in my proposed area. Pairing the CMR with the shooterfrequency assumptions we came up with through additional study resulted in a customer projection that turned out to be 94 percent accurate in our first year and was probably the sole reason my small-business loan was approved. The CMR service NSSF provides is a defendable and sourceable report for your business planning that will withstand the scrutiny of even the most ardent bank officials.”

Value of NSSF Membership: “I started my individual NSSF membership 10 years

ago, when I was in the planning stages for Shoot Indoors. At the time, I was using the NSSF research publications and industry insight to tweak my business plan and get it ready to present to loan officers. The minimal fee for the individual membership provided unprecedented levels of access to reporting. And once I purchased my CMR, the amazing folks in NSSF’s research department were happy to answer my follow-up questions. Once I opened Shoot Indoors, I converted to a corporate membership, so the range is now featured on NSSF’s wheretoshoot.org site, which helps new customers find us. And I’ve started contributing data back to the research department to benefit the next generation of range owners.”

U P D AT E

B Y D I A N N E V R A B L I C , N S S F R E S E A R C H C O O R D I N AT O R

YO U S H O U L D K N O W

Good News About Real Gun Safety

New report shows that unintentional frearms-related injuries have never been lower

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ecently released, the National Shooting Sports Foundation’s (NSSF’s) Industry Intelligence Report on Firearms-Related Injury Statistics–2015 Edition highlights the continuing decline in unintentional firearms-related fatalities as well as injuries related to hunting with firearms. Safety and unintentional injury statistics are among the most important indicators for the firearms industry to monitor. These less frequently publicized figures can influence public opinion about our industry, its product, and gun ownership.

The most current figures confirm that unintentional firearms-related deaths have never been lower, despite increased production, sales, and ownership of consumer firearms in recent years. Unintentional fatality and injury information, sourced from the annual National Safety Council, Injury Facts reports and from the data posted by the Centers for Disease Control and Prevention (CDC), is used to compile this NSSF report.

According to the CDC’s web-based reporting system, fewer than half of the 50 states and Washington, D.C., have actual numbers of fatal injuries posted on the site because the figures are too low to report. In 2013, the latest data available, the preliminary total number of unintentional firearmsrelated deaths reported by the National Safety Council, Injury Facts report was 530—historically the lowest figured ever reported, representing one of the lowest numbers of accidental deaths from all causes. The number of unintentional firearms-related fatalities has declined 65 percent over the last 20 years and firearms are involved in fewer than 0.5 percent (0.39 percent) of all unin-

“Project ChildSafe provides a necessary service

to our local communities, towns, and states. Without the free gun locks, we would not be able to educate everyone to the fullest extent of firearms safety.

We continue to support this organization and its many affiliates.”

JUSTIN J. JACOBS, CHIEF OF POLICE, MURPHY, NORTH CAROLINA

tentional fatalities. Our gunsafety programs work.

Additionally, it was not surprising to find that, within a firearms-familiar culture, where the emphasis on training and participation is always on safety and responsibility, hunting with firearms carries a much lower injury rate than that of many school-accepted sports activities. For example, the current figures tell us that you would be 160 times more likely to be injured playing football than while hunting with a firearm. Playing basketball, 67 times more likely to be injured, and even riding a bicycle you’d be 43 times more likely to get hurt.

For those who can’t fathom how this could happen, the shrinking number of fatalities and injuries is, in part, attributable to active and responsible firearms owners, instructors of hunter-safety education courses, firearms training courses, organizations and businesses promoting and providing these services, the firearms industry, law enforcement, and firearms safety outreach programs such as Project ChildSafe.

Since 1998, law enforcement partners have been the con-

nection for delivering the Project ChildSafe secure-storage message and gun locks into the hands of 37 million gun owners. In June 2015, law enforcement from Oakland County, Michigan, distributed gun locks and safety literature provided by the firearms industry during the county’s Gun Safety Awareness Day, and in Largo, Florida, U.S. Rep. David Jolly helped promote firearm safety at an event hosted by NSSF and the Pinellas County Sheriff, Clearwater and Largo Police Departments.

NSSF president and CEO, Steve Sanetti notes, “With support from more than 1,100 industry partners nationwide, we will continue to promote firearms safety through Project ChildSafe and raise the public’s consciousness on the issue of firearms safety and responsibility, and encourage firearms owners to embrace the importance of proper storage.”

For more information on becoming a supporter of Project ChildSafe, visit ProjectChildSafe.org.

The NSSF Firearms-Related Injury Statistics report is available for download at nssf. org/PDF/research/IIR_ InjuryStatistics2015.pdf.

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 21

FYI

B Y R O B E R T F. S TA E G E R

Cold Cash

Yeti Coolers show how a premium product can boost the bottom line

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hen consumers understand their passions, they love to buy premium-level products,” says Jason Michelotti, brand manager for Yeti Coolers. It’s true: A premium line that suits your customers can be a whole new source of profit.

Here’s how it works. A customer who comes into the store to buy a firearm sees a nice display of coolers. That gets him thinking about where he’ll put his deer once he takes it, and how maybe the new cooler should be more trustworthy than the cheap ice chest he tailgates with. Once that first premium cooler is bought, sales cascade from there. Yeti began with the Tundra line, large, tough-duty, hard-sided coolers, but it now offers smaller coolers like the Roadie, Hopper soft coolers, Rambler thermal drinkware, and more.

“The expanded line allows a store to become a purchase location for Yeti products, which keeps people coming back,” says Michelotti.

Of course, the key is that the product must be high quality and please its customers enough to seek more. In the cooler game, that means two things: “It’s really about dura-

bility and ice retention,” says Michelotti. Yeti provides that in spades. The military-grade handles, the never-break hinges, and the Permafrost insulation are all engineered so that the cooler can do its job.

“Retailers should be focusing on the premium experience and the quality of the product,” says Casey Sellers, Yeti’s event marketing manager. “It’s basically a cooler that will last you a lifetime and do its job for a lifetime.”

Getting Started ➤ Sellers and Michelotti recommend starting out with the core Tundra and Roadie coolers in a variety of sizes. The Tundra 45, 55, and 75 are the most popular, and the compact Roadie 20 is also popular. Accessories like the Rambler cups round out the display, as well as security devices to clamp the coolers down.

Most retailers first do busi-

Yeti works hard to keep its name before the public.

This relentless focus on brand awareness also benefits retailers that stock its products.

22 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

ness with Yeti at trade shows, where the company offers a slight discount on an initial order. With that purchase, they get the promotional kits, which include signage and videos, as well as a sharp display that keeps the Yeti footprint compact. “The coolers can stack on themselves,”says Sellers. “So most times, all you need is 10 square feet.”

Yeti reps will come to the store, fine-tuning the displays for maximum selling potential, but also training sales staff on the coolers’ features.“Retailers should know about the durability of the cooler, as well as how to pack the cooler and its basic functions,” says Sellers.

“They should be able to talk about the cooler as a piece of equipment, as more than a recreational ice chest.”

Marketing Efforts ➤ Outside

of the store, Yeti is

getting a big push as well, in television, print advertising, and digital media. Among these marketing tactics is the Rambler Roadhouse, a horse trailer converted into a Rambler bar that sets up at outdoor events like the Cheyenne Rodeo. Brand recognition is job one here. “We’re doing very little sales on site,” says Sellers. “We’re more focused on driving attention to the Yeti products, and sending people to retailers in the area.”

The drinkware line is one of the products that gets people excited about Yeti. “When somebody says, ‘I left my Rambler in my car this morning, and after I finished work it was still full of ice,’ that type of word of mouth is driving significant value,” says Michelotti. “We’re trying to amplify these great stories, and make sure people understand how Yeti fits into their lifestyle.” (yeticoolers.com)

FIRING LINE

BY B RYC E M . TOWS L E Y

When Failure Is Not An Option

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The Sig Sauer P320 proves its worth for personal defense hey say that the three most important things in real estate are: “Location, location, location.” Well, for a defense pistol, it’s: “Reliability, reliability, reliability.” All those endless arguments about cartridges, bullets, ballistics, sights, triggers, magazines, accuracy, and ergonomics don’t mean spit if the gun fails to go bang when bad things happen.

There are several protocols to determine if a pistol is reliable, but I used a rather unique approach with Sig Sauer’s new entry to the polymer-framed, strikerfired world of defensive pistols. Late last summer, I completed a multi-day training course at the Sig Sauer Academy, during which I fired about 1,500 rounds of 9mm ammo from the Sig Sauer P320 handgun. I shot with my strong hand, my weak hand, and both hands. I shot while on the move and when seated in a chair. I fired the gun from a locked, standing stance and from a limpwristed, barely-clearingthe-holster hip-shooting position—and everything in between. I did man-on-man drills, where speed was more important than anything else, as well as some slow precision-shoot-forgroups techniques. I did all this with a borrowed Sig Sauer P320 pistol, and it never once failed or even hinted at failure.

Most of the ammo was lead-free, with frangible, lightweight bullets, which can be finicky in some pistols. I later used a different, new P320 for more range testing. In addition to a couple of FMJ target loads, I shot a dozen different defensive factory loads, including

The Sig Sauer P320 is a polymer-framed, striker-fired handgun perfectly tailored for personal defense duty.

all the popular bullet weights and designs from every major manufacturer. They ranged from low-recoil home defense to full-blown +P barn burners. I even picked two ammo products that I know are prone to feeding problems. Again, I experienced zero failures. I shot nearly 1,800 rounds in two different guns, which is a pretty extensive test protocol.

Actually, it’s something like 10 times the normal amount of ammo used in most new-gun evaluations. And yet, I experienced zero failures.

From what I can see, the Sig Sauer P320 is one of the most reliable designs I have ever pulled a trigger on.

“So what?” you might ask. “Lots of strikerfired, polymer-framed guns are reliable.”

Correct. That is where all those other things become important.

Ergonomics, for example. The P320 is pretty much a kit gun, from which you can design a pistol that works best for you. The serial number is on the trigger group, called a “Frame Module,” which is removable and portable. So, you can switch frames, slides, barrels, and grips to configure the pistol any way you want. You can even switch chamberings.

There are three grip frame sizes—small, medium, and large.

Then there are varia-

tions of that for full-size, carry-size, compact, and sub-compact. That gives 11 current options on the grip size alone.

There are at least three barrel lengths. If, like me, you like inexpensive 9mm ammo for training, but prefer something with a bit more whack for defense, like the .40 S&W or .357 Sig, you can switch back and forth easily. A .45 ACP version is in the works and will be announced soon.

The gun can be ordered with or without tritium night sights. The gun is also lefty-friendly, as the magazine release is reversible and there is a slide release lever on both sides of the gun.

The gun comes with

two magazines. In the full-size 9mm I tested, the mags hold 17 rounds. Sadly, the included holster is righthanded only.

The P320 is designed with a grip angle that is similar to the 1911 pistol, which is familiar to most shooters.

The trigger on my gun is a bit stiff at 7 pounds 11 ounces.

However, it breaks clean and crisp (by strikerfired standards) and with very little overtravel, so it feels lighter. I find the gun much easier to shoot than other, mushy-trigger strikerfired guns in which the pull weight is a pound or two lighter.

This gun is extremely easy to break down.

Unlike other polymerframed, striker-fired guns, the P320 can be disassembled without pulling the trigger, which makes it just a little bit more idiot-proof and a whole lot safer.

Although the strikerfired, polymer pistol field is pretty crowded, I suspect that with a suggested retail price of $713 (night sights) and $628 (standard three-dot sights)—and a street price well south of that—this one will shoulder its way to the top of the category pretty quickly. (sig sauer.com)

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 23

UNDERCOVER SHOPPER

S

Southern Charm

How well can Savannah gun stores handle estrogen? avannah, Georgia, is known for its Southern charm, pirate history, lovely river, and something else. According to the city’s website, Savannah’s city sisters banded together several years ago to save the city’s historical sites, “inventing the modern preservation movement in the process.”

In that spirit, I banded with a few sisters from the gun industry while in Savannah recently to visit four gun stores. My cohorts included two founders of the country’s most influential women’s shooting organizations and a gun store owner from Arizona. The store owner runs the family auction side of the business, so she really doesn’t know much about guns, which was a perfect cover for this assignment. (And, she wore a lovely sundress that emphasized her feminine pulchritude.)

Our story? The gun store owner became the potential buyer, an open-minded woman with a gaggle of girlfriends in tow. None of us would know much about

guns, and she would be the first of the group to seek a small gun to carry in hot weather. The sales associate would quickly learn that he was to sell to all four of us.

With an iPad fired up and raring to tell us where to drive our SUV rental during a toadstrangler thunderstorm, we set off on a voyage of discovery.

The route took us over English

ballast stones and onto major thoroughfares. It was an afternoon to remember.

STORE A

A NICE VOICE

➤ The ladies remarked on how clean and professional this store, set in a high-end strip mall, looked. They also liked that the store advertised a gunsmith and training. The sales associate had a “nice voice,” patience, and good eye contact.

He used words such as “safe” and “training,” and explained gun terms as he showed our buyer some options in semiautos and revolvers. He also encouraged our new shooter to train. “I loved that he didn’t try to push it toward a sale,” said the new shooter.

The rep answered each of our questions without a trace of condescension and suggested that, given the hot weather, our buyer might be most comfortable carrying a lightweight, stainless-steel model. In addition, this was the only store where we didn’t get swept with a muzzle, and the only store where the sales rep cared to show us some hot-weather carry guns.

HANDS-ON

➤ This store also was located on a busy commercial street, next to a nail parlor. “The sign on the front door was

24 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

PIXEL PUSHERS

STORE B

unsettling,” said one woman.

It stated that you had to keep your hands out of your pockets and not wear your hood up. It made the neighborhood seem suspect.

The sales associate got a little too touchy-feely with our new shooter. “That would freak some women out.

Would he have done that with a man’s hands?” asked the potential buyer, in reference to the fact that he kept wrapping his hands around her hands on the guns. To his credit, he broke out some snap-caps and showed us how to load a magazine.

When our shooter asked for

a specific product recommendation, he pushed Glock. Even though a wide range of small semi-autos lay in the case, he clearly wanted to sell her a new Glock 43. He also didn’t know (or care) much about gun safety, and continued to point guns at us—even after one of the women said it made her uncomfortable. And then the phone rang, and instead of letting the other sales associate answer it, he took the call and halted the transaction.

STORE C

SPEND LESS ➤

Located in an upscale

neighborhood, this store/ range combo looked shiny and promising from the outside but was disappointing on the inside. “It was a little grungy,” said one. It smelled like a dirty range and certainly wasn’t customer-driven.

“You don’t want to spend a lot on your first gun,” claimed the associate. Also, he used these words: “ricochet,” “panic,” and “afraid.”

He did say that as a new shooter, our friend might find the gun range (where she could rent a gun to use) helpful in determining which gun to buy. He even offered to help her on the range, as long

as he wasn’t too busy with other customers.

STORE D

NO PINK

➤ A gleaming, big-box store, this place offered plenty of parking, and, of course, you had to walk through the store to get to the gun department.

The salesman asked questions about our new shooter’s knowledge of guns. He then chose good options, and did not offer a pink gun—even though there was one in the case. All that was well and good, but at the same time, his air of slight condescension was discouraging.

How’d They Do? Customer Service

Product Knowledge

Product Availability

Patience, eye contact, and a “nice voice” are good ways to create a solid relationship with a new customer. He was also a good listener.

The sales rep was the only one of the four who recommended good options for hot-weather concealed carry.

An appropriate selection of guns were on offer for this buyer.

The sales associate was a little too “hands-on.” As for product recommendations, he pushed a single manufacturer.

He knew Glocks, to the point where that’s all he wanted to sell.

A barely adequate supply of new and used guns for our purposes.

Not customerdriven. And, please, don’t make offers of help you may not be able to carry out.

Product knowledge means knowing the inventory based on what the customer wants. He didn’t match the customer’s needs with the inventory.

The ladies questioned why you could rent guns here that you couldn’t buy. We saw plenty of other options, but he didn’t offer them.

Asked good questions about the buyer’s gun knowledge and did not recommend the stereotypical “pink” gun.

The salesman displayed a thorough knowledge of concealed-carry handguns.

Something for everyone.

STORE

A

STORE

B

STORE

C

STORE

D

SCORING SYSTEM: Outstanding:

Very Good:

Average:

Winner: STORE

A

When you combine customer service with product knowledge, you usually end up with a winning combination.

Ortiz Custom Guns Oakhurst Shopping Center 7 E. Montgomery Cross Rd. Savannah, GA 31406 912-925-0799 ortizcustom guns.com

Fair:

Poor:

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 25

PAGE AUG./SEPT. 2015

27

WHETHER YOU USE A . 22 RIMFIRE OR AN AIR RIFLE , PLINKING IS A GREAT WAY TO DISCOVER THE REAL FUN OF SHOOTING

PAGE

28 One of the things that I enjoy about plinking is that it’s indefinable. No one really knows where the term comes from, and it can be stretched to cover just about any kind of informal shooting that is done for fun. When I was a kid, I roamed the fields and woodlands near my home with an air rifle, and if I saw something interesting, I would take a shot at it. That was plinking. In college, I neglected my studies (quite often, in fact) to shoot rats and everything else at the local dump with a .22. That was, I think, the best plinking of all.

In West Virginia, in the evening, I have shot moths called “millers” that settle on a white board with a light shining on it. That’s plinking. So is shooting Richardson’s ground squirrels and prairie dogs.

I know .50 BMG shooters from Pennsylvania who make an annual pilgrimage to Nevada, where they shoot at a VW-Beetle-sized rock at ranges up to 2,000 yards plus.

What the rock has done to earn its slow destruction is unclear, except that it’s out in the open and there are lots of cool places from which to shoot at it. But in any event, what these folks are doing is plinking as well, albeit at $6 per pull of the trigger.

And then there are tin cans and water-filled containers of all sorts and novelty targets.

That is first-rate plinking, too.

BEFORE THE RANGE GOES HOT, LET THE SHOOTER GET COMFORTABLE WITH THE FIREARM'S OPERATING CONTROLS. DRY-FIRE EXERCISES HELP DEVELOP TRIGGER-CONTROL SKILLS.

Plinking is practice cleverly disguised as fun. If you want to become an accomplished shot, grim, methodical practice is the way you do it. You shoot targets and you keep records of scores, and if you don’t do progressively better, you spend money and work even harder. But plinking is for giggles. You make up the rules and abide by them or don’t abide by them. Your choice.

But plinking also just happens to be a great way to introduce youngsters to the shooting sports, where under adult supervision they can learn proper fundamentals in a safe environment that manages to “disguise” the learning process. Along the way, they discover the pure joy of shooting, just like I did all those years ago.

—David E. Petzal

PAGE AUG./SEPT. 2015

The Kings of Plinking FROM BUDGET VERSIONS TO MODELS

THAT WOULD BANKRUPT A PRINCE,

AIRGUNS DELIVER

THE GOODS.

BY JOCK ELLIOTT

29

What do your customers want? To have a great time with family and friends? To be a better shot next deer season?

To challenge their shooting skills? Well, plinking with an airgun can deliver all that and more.

Airguns truly are the kings of plinking because they can be legally used in many places where discharging a firearm is forbidden, and they cost just pennies a shot. The price of entry can be anywhere along the spectrum from fiscal responsibility (less than $50 for a classic BB gun and several thousand BBs) to manic gun lust (a couple of kilobucks for an Olympic-match air rifle).

And when your customers don’t have to leave the backyard to get in some trigger time, they can add gas savings to the list of airgun advantages.

But never mind all that. The bottom line is that plinking with an airgun is just plain fun.

Fun for the Kids Kids today live in a world of video games, texting, and Facebook, to say nothing of zillions of channels on TV. The keys to getting them involved are reactive targets that go bang, break, or fall down.

Balloons are a great place to start; when they are hit, they go pow! and disappear. Blow up five balloons and stick them to an archery target with masking tape. Start at a short distance—perhaps 15 feet— and pop the balloons. If that’s too easy, move back and/or reduce the size of the balloons. If that’s still too easy,

PHOTOGRAPHS BY TIM IRWIN

reverse the game: Challenge young shooters to place their shots as close as they can without popping the balloons.

Alternative targets are animal crackers, crackers of all sizes, and other snacks like cheese puffs. Stick them to the top of a cardboard carton using a bit of canned frosting

and the debris from your shooting will be biodegradable and edible by the animals that visit your yard.

A trip to the dollar store will yield a bag full of plastic dinosaurs that seem to be favorite targets of kids of all ages. (I get a charge out of telling people, “I went dino-

TARGETS CAN VARY FROM TIN CANS TO SPECIALTY REACTIVE TARGETS THAT REALLY ENGAGE A SHOOTER.

PAGE

30 WHAT TO SHOOT?

BB RIFLES DAISY PUMP 25

DAISY RED RYDER A PAIR OF TIME-TESTED, INEXPENSIVE DESIGNS.

RIFLES, BREAK BARREL/PNEUMATIC APX BY UMAREX is a modern-day multi-pump air rifle that shoots pellets or BBs. It has an auto safety; an EZ-Load, trouble-free pellet ramp; and a Picatinny-style rail that makes it easy to mount a scope.

RUGER AIR HAWK COMBO is an inexpensive single-shot break-barrel rifle with a wooden stock, an automatic safety, fiber-optic front and rear sights, and a 4x32 scope.

RUGER EXPLORER is a breakbarrel rifle that’s great for smallframed shooters. It is easy to cock, and has a LOP of just 12 inches.

APX BY UMAREX

RUGER AIR HAWK COMBO

BENJAMIN 397 is a classic multistroke pneumatic pellet rifle with a wooden stock and adjustable power.

WEIHRAUCH HW30S is a high-end plinker that features classic German engineering. It has an automatic safety; a precision, adjustable “Rekord” trigger; a tunnel front sight with interchangeable inserts; a micrometer rear sight, adjustable for windage and elevation; and a beechwood stock. It is accurate enough to be suitable for minisniping at 35 yards.

RUGER EXPLORER

BENJAMIN 397

PAGE AUG./SEPT. 2015

saur hunting yesterday.”)

With youngsters, a bit of play-by-play hype helps to build the excitement: “Look out! That tyrannosaurus is about to charge! Get him!”

There is virtually no end to the wide variety of targets that kids can shoot at with an inexpensive airgun: tin cans, pinecones, marshmallows, and so forth. The whole point is to have a safe, enjoyable time together.

Your customers will need an air rifle or air pistol, a supply of pellets or BBs, targets, a safe backstop, and eye and ear protection.

Skills for Adults Although many people still think airguns are kid stuff, adults can greatly benefit from regular practice with one. In fact, it’s a terrific way to get customers tuned up for the next deer season. Doing so, however, requires a plan, so recommend they take a tip from military snipers who hone their skills with frequent air rifle practice. Tell them to practice at least once a week. At each session, practice one key skill—trigger control, sight picture, or rapid target acquisition.

And make sure to keep it fun. Vary the distance to the

WALTHER PPS AND COLT COMMANDER are CO2powered BB variants of the firearms they mimic. Each has a slide cycle and a weight that gives the shooter a simulated feel of shooting a firearm.

target, shooting position, and type of target.

To put it all together—trigger control, sight picture, and rapid target acquisition—advise your customers to practice snap-shooting from time to time. Walk around the shooting range. Set a timer or have someone ready to yell, “Now!” When the command comes, turn, find the target, acquire the sight picture, and execute a smooth trigger pull. Don’t aim generally at the target; instead, practice choosing a particular spot as the point of aim.

To do all this, your customers will need an air rifle or air

pistol, an airgun-rated scope (if they will be hunting with a scope), a selection of pellets (they will need to test to see which one delivers the best accuracy in their air rifle or pistol), targets (soda cans, balloons, plastic animals, little green army men, whatever appeals), a pellet trap or other safe backstop, and eye and ear protection.

Plinking on Steroids In 1984, Peter Capstick—a big-game hunter and African correspondent for Guns & Ammo magazine—published

AIR PISTOLS

CROSMAN 1377C Is a multistroke pneumatic pistol.

CROSMAN SR357 is a CO2-powered BB revolver.

DAISY 747 is a singlestroke pneumatic target pistol that can be used for silhouette and 10-meter competition. This is a seriously accurate air pistol.

WEIHRAUCH HW45 is a powerful spring-pistonpowered pellet pistol with an adjustable two-stage trigger, a micrometeradjustable fiber-optic rear sight, an 11mm dovetail rail, and ambidextrous walnut grips. A challenge to shoot well (because of the recoil), but well worth the effort.

31

CLOCKWISE FROM TOP LEFT: WALTHER PPS; WEIHRAUCH HW45; CROSMAN SR357.

PAGE

32 WHAT TO SHOOT?

RIFLES, CO2

THE UMAREX FUSION is powered by two 12-gram CO2 capsules. Amazingly quiet, it is capable of putting pellets through a single hole at 10 meters.

CROSMAN HERITAGE 2260 features a handsome American hardwood stock and a brass bolt. This singleshot rifle delivers velocities of up to 600 fps.

AIRSOFT

LEAPERS UTG SPORT AIRSOFT SHADOW OPS SNIPER RIFLE S368GH is a spring-powered airsoft sniper rifle that can be tricked-out with a scope, a bipod, and other accessories.

LEAPERS UTG SPORT AIRSOFT MODEL 1911 U988BH is a spring-powered airsoft full-metal replica of a 1911.

PAGE AUG./SEPT. 2015

an article that changed the outlook of many shooters.

Entitled simply “Minisniping,” it enthusiastically related how Capstick and his fellow bigrifle shooters had been seduced by the delights of shooting at spent 9mm brass at 35 yards, from a rest, with Olympic-style match air rifles.

Capstick and his chums could have been out in the bush hunting big game.

Instead, they found themselves spending hours a week trying to knock over tiny targets barely twice the width of their bullets.

Minisniping is deceptively simple: Get some used 9mm casings, stick them primer end down in some modeling clay on a rock, a brick, or a piece of wood. Then back off 35 yards and try to knock the casings down with a lowpower air rifle.

Capstick and his fellow minisnipers shot with scoped match-quality air rifles of their day: the Feinwerkbau 300s, FWB Running Boar, and Anschutz LG match. These were recoilless springpowered rifles that are now only available used. What makes these match air rifles challenging for minisniping is that they generate only 5 to 6 foot-pounds of energy. Most launch 7.9-grain match pellets downrange at about 560 to 600 fps (measured at the muzzle). At 35 yards, the velocity is well below 500 fps, and any bit of wind will push the pellet around with impunity.

Learning to read the wind is the key to the game.

Minisniping is a game that takes just a few minutes to

learn and a lifetime to master—and that’s where the true seduction lies. Capstick calculated that shooting at a ¾-inch-high casing at 35 yards was equivalent to targeting an enemy sniper’s torso at more than 1,300 yards. He strongly recommended using wind flags to dope the breezes.

To minisnipe, your customers will need an air rifle.

Olympic-quality 10-meter match rifles are available today but typically cost well in excess of $1,000. As a relatively affordable alternative, the humble Weihrauch HW30 is a break-barrel spring-piston air rifle that launches pellets at around 600 fps. Unlike the match rifles that Capstick and his friends shot, the HW30S is not recoilless, but it is still relatively easy to learn to shoot well.

The key thing is not to use a high-powered air rifle. The velocity needs to be in the 500 to 650 fps range. Otherwise, minisniping is simply too easy.

Your customers will also require an airgun-rated scope, a selection of pellets (they will need to test to see which deliver the best accuracy in their rifle), 35 yards of space, targets (spent 9mm brass and modeling clay), a pellet trap or other safe backstop, and eye and ear protection. Wind flags are optional, but they add drama.

The Airsoft Option If your customer lives in a location where shooting a pellet or BB gun is problematic, consider the airsoft option.

Airsoft replica firearms launch lightweight (12- to 20-grain)

33

6mm plastic pellets slowly (around 300 fps or less), with energy levels so low that they can often be shot safely indoors. Kids love airsoft because the replicas look like the guns they see in the movies. On a more serious level, law enforcement uses airsoft for force-on-force training, and there are even shooters who train for the Bianchi Cup with airsoft pistols.

Airsoft replicas run the gamut from spring-powered rifles and pistols and full blowback gas-powered pistols to electrically driven MSR replicas that will go full auto.

Ammunition costs just fractions of a cent per shot (biodegradable airsoft BBs are also available), and because the energy levels are so low, the backstop can be as simple as a cardboard box.

A WORD ABOUT SAFETY Even though plinking is casual shooting at non-standard targets, it still requires a safe shooting area. That means a backstop that will stop BBs or pellets and, behind that, an area where the projectiles can safely land if any of the shooters miss the target completely.

With relatively low-power BB guns, nested cardboard boxes, cardboard boxes filled with old clothes, an archery target, or a bale of hay can be used to stop projectiles. With higher-power break-barrel, pump-up, and precharged pneumatic (PCP) pellet guns, the best choice will be a pellet trap. Regardless of what backstop is used, everyone on the firing line needs eye and ear protection.

Beware of shooting BBs or non-lead pellets at any hard backstop. Unlike lead pellets, which deform when they hit a hard target (dissipating energy

and greatly reducing the probability of a ricochet), BBs and non-lead pellets will ricochet, possibly hitting folks on the firing line. Further, warn your customers against shooting at resilient spherical targets, such as a tennis ball or superball. They tend to flex and rebound, sending the pellets or BBs straight back at the shooter, often at dangerous velocity.

Encourage parents to review shooting safety rules with the kids. When my dad introduced me to shooting with my first BB gun, he made me feel the safety lesson was an honor: “Son, you’re about to use a real gun that can hurt people and animals and damage property. It’s a step into adulthood.

Used properly, it will give you a lifetime of fun and enjoyment. Used improperly, it can get you into a world of trouble. Be smart and shoot safely.”

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34

For Everyone .22 RIFLES ARE A GREAT WAY FOR THE WHOLE FAMILY TO DISCOVER THE JOY OF SHOOTING B Y C H R I ST O P H E R CO G L E Y

HEARING PROTECTION AND SAFETY GLASSES IN PLACE, THIS YOUNG SHOOTER IS NOW GOOD TO GO.

PAGE AUG./SEPT. 2015

35

Everyone who shoots has a favorite caliber, but it’s unlikely that there’s ever been, or will ever be, a caliber as popular and as well-shot as the .22. Not only is it a great way for young and inexperienced shooters to get comfortable with the mechanics of operating a rifle, it’s also just a whole lot of fun for every member of the family. To help you guide your customers toward a rifle that will best fit in with their unique family dynamics, we took several models out to the range and let a wide variety of shooters get behind the stock to see which ones worked best for different situations and different types of families.

RUGER 10/22 TAKEDOWN $409; RUGER.COM

Overview • The Ruger 10/22 has a reputation for being one of the most rock-solid and reliable .22s on the market.

Based on what we experienced, it’s a reputation that’s well-deserved. The stainlesssteel barrel, combined with a synthetic stock, gives you the confidence that you could put this rifle through anything and have it come back looking just as good, and performing just as well, as it did when you pulled it out of the box. This is a crucial selling point for any parent who’s going to be handing the rifle over to the young shooters in the family—especially if those young shooters happen to be boys.

At 37 inches, the 10/22 was one of the shorter rifles we tested. However, it didn’t feel too small for even the taller men who shot it, and the kids and shorter female shooters definitely appreciated the fit.

We shot the rifle straight out of the box with the iron

sights, and it was dead-on accurate. When we mounted a 3–9x32 Simmons on it, we found it had similar accuracy out to the farthest targets at 150 yards.

Although any of the 10/22 variations would likely be a great rifle for a family to have, the Takedown model we tested is an especially attractive option because of the added benefit of being able to detach the barrel and carry the rifle in the compact backpack that’s included.

This feature makes it easy to throw the rifle in the truck along with the rest of your gear and take it with you on nearly any family outdoor adventure.

Pros Without a doubt, the biggest selling point of the 10/22 is the performance.

The action was smooth and steady shot after shot.

Cartridges didn’t have to be manually ejected or fed, cases didn’t have to be cleared, and the magazine didn’t jam.

Regardless of the skill level of the shooter, the 10/22 performed flawlessly throughout the entire test.

Cons The 10/22 would be a great rifle to get less-experienced shooters familiar with shooting open sights. But if your customers are planning on mounting a scope, it

would be good to let them know that with standard mounts, the stock does not fit into the Takedown backpack without the end of the scope sticking out of the top of the bag. If that’s important to them, however, they can easily upgrade to Leupold’s QR/W rings, which allow them to take the scope on and off without sacrificing the accuracy.

Bottom Line Though the 10/22 Takedown isn’t the least expensive rifle on the market, for those customers who are willing to pay a little more, it’s almost exactly

the kind of durable, adaptable, reliable rifle that will be a good fit for nearly any family and give them a great reason to look forward to shooting for years to come.

CZ 512 TACTICAL $493; CZ-USA.COM

Overview • The CZ 512 Tactical was, by far, the rifle my boys were

THE .22 RIMFIRE PLATFORM IS AVAILABLE IN A VARIETY OF FORMATS, WHICH HELPS A RETAILER EASILY MATCH THE GUN TO THE CUSTOMER.

PAGE

36 looking forward to shooting the most. Their eyes were wide with excitement the instant I pulled it out of the box, and they remained just as awestruck even after hours of shooting it. A big reason for that is that the 512 doesn’t just look fun to shoot, it is fun to shoot. Time and time again, this is the rifle that the kids— and parents—were lining up to get their hands on, and none of them ever seemed disappointed. The action was smooth and consistent.

While the attraction to the rifle might have started as a purely aesthetic one, it didn’t take long for the 512’s good looks to be overshadowed by its stunning personality.

From butt to barrel, the 512 is as functional and intuitive to shoot as any rifle we tested, and the pistol grip seemed to give inexperi-

enced shooters the confidence that they were handling the rifle correctly, which helped them keep good form while they were learning to shoot. At 6.1 pounds (plus the weight of the scope), the 512 was a little heavy for some of the younger shooters when they took it off the bench, but most of them adjusted to the weight quickly and kept on shooting.

We mounted a Leupold VX1 2–7x28 on the 512, which was a great combination for shooters who wanted to transition from close-range rapidfire targets to longer-distance shooting. Once it was dialed in, the rifle was fairly accurate out to the farthest targets. But truthfully, with this rifle, most people seemed much more concerned with how many turns they got rather than

NSSF’s Rimfire Challenge

how close to the bull’s-eye they got.

Pros For any family that’s made up of different-sized shooters, the most attractive feature of the 512 might just be the six-position stock and adjustable comb height. Some of the younger shooters felt like the butt wasn’t comfortable on their shoulder, but that didn’t stop them from reaching for the 512 any time it was put back in the gun rack.

Cons Even with the stock fully extended, the overall length of the 512 is still only 36.25 inches, which is a great fit for small to normal-size shooters. Though it might be a little compact for anyone stretching past 6 feet, there wasn’t a single complaint from the taller shooters who put this rifle up to their shoulder.

Bottom Line No matter how

much some people are trying to deny it, the reality is that MSRs are here to stay.

Chances are good that at some point, today’s young shooters will own one—or at least shoot one—and the 512 Tactical is a great way to get them used to shooting this platform. It’s also a great way to put smiles on their faces.

SAVAGE MODEL 64 FSS $264; SAVAGEARMS.COM

Overview • When it comes to finding a .22 for the entire family, there’s one dynamic that can

PAGE AUG./SEPT. 2015

prove to be a little more challenging than others—the left-handed shooter. For those budget-conscious families who want one rifle that everyone can agree on, a bolt-action becomes a tricky proposition when you throw a southpaw into the mix.

Fortunately, Savage has come up with a solution to this dilemma with the Model 64 FSS. The durable synthetic stock combined with a stainlesssteel barrel and action create an autoloader that’s as rugged as nearly any bolt-action. At 5 pounds, and with an overall length of 40 inches, the rifle isn’t too big for smaller shooters, yet it also provides plenty of room for young shooters to grow into. We shot the Model 64 both with open sights and with Leupold FX 1 4x28. While the scope certain-

ly improved the experience, especially for the younger shooters, there’s something to be said for kids learning how to shoot with iron sights.

Pros The Model 64’s iron sights proved to be fairly accurate right out of the box, so families on a budget don’t need to purchase a scope before they can take it out and have fun shooting it.

Cons The action wasn’t as smooth and consistent as the other rifles we tested, but at the end of the day, the Model 64 continued to perform well and hold its own against rifles that cost significantly more.

Bottom Line For those families who are simply looking for a good entry-level rifle (especially those like mine who have a lefty in their midst), the Model 64 is a solid choice with a very attractive price tag.

ompeting for the first time with your firearm, whatever the sport, can be an intimidating proposition.

You’re not familiar with the rules and equipment, and you’re surrounded by people who seem to “know it all.” It can be enough to scare a newcomer away.

NSSF seeks to reduce the “scariness” that can accompany a person’s first competition through its Rimfire Challenge program.

Originally created by Sturm, Ruger & Co., NSSF took over the successful program in 2014. Rimfire Challenge matches are two-gun matches; competitors need a rimfire pistol and a rimfire rifle. Other than hearing and eye protection, that’s just about all a new competitor needs in the way of gear.

Why so minimal? Because the

C

BROWNING TBOLT SPORTER $749.99; BROWNING.COM

Overview • There are guns, and then there are rifles. Anyone who wants to know the difference between the two needs only to pick up the Browning T-Bolt Sporter. This is a rifle that makes you dream about the kind of rifle you want to take with you on the hunt of a lifetime. When you shoot it, you constantly have to remind yourself that it’s a .22, because it just doesn’t seem right that any .22 should be this nice.

The T-Bolt Sporter is a .22 for serious shooters. It comes

Rimfire Challenge was specifically designed to provide an entry to competition that wasn’t gearfocused, wasn’t expensive to participate in, and wasn’t intimidating. Families are encouraged to participate and shoot together— and many do.

NSSF encourages new hunters and shooters to seek out the Rimfire Challenge events in their area. Not only will they find a welcoming atmosphere and the most “non-scary” competition on the planet, but by participating in Rimfire Challenge, they’ll do just what their mentors do: sharpen skills, improve performance, and have the chance to enjoy their firearm year-round—all of which will make them better hunters and shooters in the years to come. (nssf.org/rimfire)

37

with a serious price tag, but even before you pull the trigger, it’s obvious that you’re getting what you paid for.

Then once you do pull the trigger, you realize that you were wrong. You’re actually getting much more than you paid for.

The trigger is smooth and responsive, and the top-tang safety made it easy for even the most inexperienced shooters to be able to get ready to fire without taking their eyes off the target.

The straight-pull bolt’s ease of operation, combined with the detachable magazine that features Browning’s Double Helix design, made the T-Bolt one of the easiest rifles to operate. And when it was combined with a Leupold VX2 3–9x33, it also became the most accurate rifle tested for all levels of shooters.

At 40 1/8 inches, it was the longest rifle we tested, but it weighed just shy of 5 pounds, so it certainly wasn’t the heaviest. While it did take time for young shooters to get used to the length when they took the T-Bolt off the benchrest, it proved to be one more feature of the rifle that would help prepare them for larger hunting rifles.

Pros There’s so much to like about the T-Bolt, but one of the best features is the straight-pull bolt action that takes nothing more than a gentle nudge to snap back and eject the shell. It does require a little more muscle to feed the next round, which could prove challenging for very young shooters. But for everyone else, the straightpull might just be the most fun you’ve ever had shooting a bolt-action.

PAGE

38 Cons All things considered

(especially the price), the T-Bolt seems much more appropriate for shooters who are older and more experienced. However, the features on the T-Bolt that those type of shooters will appreciate are the same features that make it such a great tool to help younger shooters get the right kind of experience behind the stock.

Bottom Line If the main purpose of the family .22 is to get inexperienced shooters ready for larger-caliber hunting rifles, then you couldn’t ask for more than the T-Bolt Sporter. The only problem is that young shooters will come to expect that every rifle they shoot is going to be this nice.

SAVAGE MARK II FXP $291; SAVAGEARMS.COM

Overview • No matter how many guns you shoot, it’s always fun to be genuinely surprised by a rifle that delivers so much more than it promises. The Mark II FXP is one of those rifles. At first glance, it looks like a rugged, no-frills .22 that you can hand to your children and know without a doubt that it will continue to fire flawlessly regardless of the abuse it has to endure as they bang it around the woods. And you’d be right.

That is exactly the kind of rifle the Mark II is. But it’s also so much more.

The synthetic stock is not only durable, it helps lighten

AUG./SEPT. 2015

the rifle so that even with the 3–9x40 Bushnell scope that it comes mounted with, the Mark II only tips the scales at 6 pounds. The detachable magazine was easy to load and intuitive enough to release that even the most inexperienced shooters could figure it out without instruction.

Where the Mark II surprised everyone, however, was with its accuracy. This was the rifle that was overlooked by nearly all the shooters at the beginning of the review, but once they started hearing the distinctive pings of .22 bullets tapping the targets every time someone shot the Mark II, it slowly became the most popular rifle for anyone who wanted to see just how gratifying it feels to punch a hole in the center of the paper.

Pros The idea that you can get a rifle as durable, reliable, and accurate as the Mark II for less than $300 seems unbelievable in today’s market. Believe it.

Cons Because it has so much travel in it, the bolt wasn’t the easiest to operate for inexperienced shooters, but once they got the hang of it, the action worked without fail.

Bottom Line More than any other, the Mark II seemed to symbolize the .22 that most of us had growing up, that trusted companion that was always there for you when you needed it. It’s comforting to know that kind of rifle still exists for the next generation of shooters. And with a price tag shy of $300, including a scope, it’s hard to argue that the Mark II isn’t a great investment for any family.

The Whole Package o help make sure that the family gets the most enjoyment out of the shooting experience, be sure to help get them set up with the accessories they’ll need once they get to the range.

T

Safety

From shooting glasses to ear protection, remind your customers of the importance of helping inexperienced shooters develop proper safety habits when they’re shooting. Keep in mind that earplugs can often be challenging to fit properly in small ears, so for younger shooters, ear muffs might be a better choice. Champion offers an ear muff and shooting glasses combo pack ($30.49) that is a great entry setup. (championtarget.com) Accuracy

Although some families may want to get young shooters started on open sights, there might come a time when they want to upgrade to shooting with a scope. By carrying a good selection of rimfire scopes in a wide range of price points, you can show your customers that it doesn’t take a huge investment to elevate the .22 experience to the next level. Simmons (simmonsoptics.com) and Leupold (leupold.com) offer rimfire scopes.

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CYBER SECURITY

In The Crosshairs Cyber thieves have discovered that small businesses are attractive targets.

Do you have a plan to guard against a data breach?

BY MARK E. BATTERSBY

Recent headlines about internet hacking and security breaches have focused on large retailers such as Target, Neiman Marcus, and Home Depot, and big banks such JPMorgan Chase. Unfortunately, fraud and financial data losses are not limited to retailers or even to one industry.

Small shooting-sports businesses are increasingly vulnerable to cyber crimes such as online identity theft, hacking, and phishing. »

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 41

AT THE SPEED OF LIGHT » We correspond by email, transfer information through the internet, and hold business meetings online. Many businesses are even completely paperless. Licensed manufacturers, importers, and dealers are permitted to maintain their acquisition-and-disposition firearms records (the “bound book”) in computerized form so long as certain basic requirements are met.

In reality, every shooting-sports business that takes names, social security numbers, and other sensitive customer information is required by law to take all the necessary steps to protect this data from loss and theft. No business can hope to remain safe from cyber threats if they fail to take the necessary precautions.

A data breach or hacking incident can not only harm the shooting-sports business, it can also lead to a lack of trust from customers, partners, and suppliers. It also can cost you money. Small businesses must make plans to protect their operations from cyber threats and help employees stay safe online. In fact, it is the retailer, manufacturer, or sales rep’s obligation to protect the data and the financial information of their customers, suppliers, and employees.

So-called cyber hacking is big business, and no one— individuals, small businesses, or large corporations—is safe. In the U.S., most states have breach notification laws, and other countries are following suit. In other words, many laws state that written notification must be sent to those individuals who have been affected. Even where such laws are not in place, a reputable business should provide breach notification.

Because social media sites can expose information at light speed with little control, it is becoming more and more likely that a shooting-sports business’ reputation will suffer from a cyber security breach. Losing the customers’ trust can be much more damaging than the financial loss of repairing the effects of any breach. Making matters worse, a business can be held liable for the loss of third-party data. If there is a data breach, the operation

42 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

could find itself facing expensive damage claims. Target recently anted up $10 million to settle a class-action suit that resulted from a 2013 massive data breach.

THE WEAK LINK »The increasing threat of data-security breaches makes it important for every shooting-sports business to reinforce its security practices. But, how can these risks be managed?

Security experts agree that the easiest place to begin is with strong password protection. Yes, password protection, something a surprising number of IT-sophisticated businesses often fail to master. Many recently exposed hacking cases have been traced back to weak passwords that were either not encrypted or not changed regularly.

The number-one password, believe it or not, is 123456.

Surely you can do better than that. Experts say strong passwords include numbers, symbols, and capital and lowercase letters, the longer the better. Use a mix of different types of characters to make the password harder to crack.

If managing passwords for all of the operation’s servers, apps, cloud services, databases, tablets, and laptops seems daunting, there are affordable password manage-

STRONG PASSWORDS ARE THE EASIEST WAY TO BEGIN PROTECTING YOUR DATA. AND DON’T FORGET THAT MOBILE DEVICES ARE PRIME TARGETS.

ILLUSTRATIONS BY ADOLFO VALLE

SCOTT LEWIS/THE NOUN PROJECT (PADLOCK)

Today, even though almost every business is involved with some form of internet connection and data storage of customer lists, books, records, receipts, and tax documents, nearly 83 percent of small businesses do not have a contingency plan outlining procedures for responding to and reporting data-breach losses. According to the National Cyber Security Alliance, a nonprofit cyber security educational organization, one in three small businesses is a victim of cyber crime each year—and 60 percent of those victimized go out of business within six months.

CYBER SECURITY

ment professionals and software that will do it for you— usually without the big price tag often associated with cyber insurance.

DIGITAL INSURANCE »Little of a shooting-sports business’ data is typically covered under today’s insurance policies. Thus, liability for any loss of customer or employee data is probably not protected. Admittedly, some business insurance policies might offer general liability protection. Directors and Officers (D&O) liability may, for instance, provide a measure of coverage. Unfortunately, it is only after a hack attack that many dealers and manufacturers discover what is and what isn’t covered by their insurance. By then, it’s too late.

A business interruption insurance policy rarely helps in the event of a system failure because of a malicious employee, a computer virus, or a hack attack. Identity theft, telephone hacking, and phishing scams are all very real possibilities rarely covered by traditional business interruption policies.

Although few so-called umbrella policies or blanket liability insurance policies cover these types of losses, a relatively new type of policy, Cyber Liability Insurance, is available. Cyber Liability Insurance can cover hacker attacks, viruses, and worms that steal or destroy a business’ data. Even e-mail or social networking harassment and discrimination claims can be covered along with

trademark and copyright infringement. A shooting-sports business that purchases Cyber Liability Insurance enjoys special protection from most digital issues. The new cyber insurance products available today can help protect the business from cyber problems that could cause tremendous hardship.

When shopping for cyber insurance, common sense dictates that all potential at-risk products and devices should be covered, including laptops and mobile phones. Portable devices make it much easier both to store and to lose information. For example, a missing USB stick, a stolen iPad, or a laptop left in a taxi are all real possibilities and, for a hacker, a goldmine. A good insurance company will ensure a policy holder has all the protection in place that is possible. They can make sure a firewall is in place to protect the network and help create social media policies that reduce risk. Even if data is stored in the cloud, the shooting-sports business may still be liable for a breach.

Although controlling how a cloud provider handles the business’ data is almost impossible, cyber insurance can protect any operation from its mistakes.

Large corporations often have risk management budgets; small businesses rarely do. According to many studies, however, most hack attacks target operations with fewer than 250 employees, a group where few have the financial means to deal with the extensive liabilities of a data breach. And since hope is not a realistic strategy, you need to enact some sort of plan now to protect your livelihood from this growing threat.

A Secure World Here are eight tips to help you secure business data, reduce your liability, and, in many cases, reduce the cost of insuring against potential losses.

■ Get a firewall. There are hardware and software approaches that are both cheap and easy to use.

■ Conduct regular assessments to reveal hardware, software, and individual site vulnerabilities.

■ Computers that are used for sensitive applications, such as making electronic bank deposits, should be isolated from the

rest of the operation’s network.

■ Control access to data. This often means limiting delivery and exchange of customer- or clientrelated documents and information to secure channels.

■ Get anti-virus software and use it. There are a number of popular packages, most of which are relatively inexpensive. Although free updates are usually included, make sure to update the program regularly or, better yet, allow the software to do so automatically.

■ When an employee or contractor who has had access to

the system leaves the business, the employer should make sure their passwords are no longer usable. (Many employers lock an employee out of the system just before or at the same time he is being terminated.)

■ Create—and implement—a data security plan that includes immediate notification of all affected parties. It many cases, it is the law.

■ Share the liability by demanding similar protocols with suppliers—and checking for compliance.

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 43

GOOD STUFF

BY ROBERT SADOWSKI

Performance Driven

Steiner’s Military 3–15x50mm MSR riflescope exceeds expectations Steiner’s MSR (Multipurpose Sniper Reticle) allows a shooter to go long with confidence.

S

teiner has a well-deserved reputation for manufacturing rugged and reliable precision optics, and the new M5Xi Military series of scopes will no doubt enhance that reputation. I had the opportunity to test the Military 3–15x50mm scope with MSR reticle recently at a Beretta Tactical Summit (Steiner is part of Beretta Defense Technologies). Between the superb quality of this scope and the price point, it offers an excellent value for both LE and military professionals, competitive sniper shooters, and any long-range shooting enthusiast who wants top-notch equipment.

The Military 3–15x50mm, made in Germany, is designed for midrange shooting on precision bolt-action guns. Built with an oversize 34mm one-piece tube that allows a wider range of adjustment, the 3–15x50 features large elevation, windage, parallax, and illumination knobs with positive clicks. Each up/down or left/ right adjustment equals 0.1 mrad.

Windage range at 100 meters is 6 mils, and elevation range at 100 meters is 26 mils. Parallax is adjustable from 164 feet to infinity. The gaping 50mm objective lens effectively directs light in the scope, which is waterproof to depths of 33 feet.

It is also fogproof and will take up to 900 Gs of impact shock. The length is 14.2 inches, and it weighs 32.5 ounces.

The MSR reticle (Multipurpose Sniper Reticle, licensed from Finn Accuracy) is located in the first focal plane, so the reticle will increase in size as the magnification is dialed up. At first look, the reticle would delight a geometry teacher as well as make an experienced long-range operator grin.

To use the MSR reticle to its full potential, the user should have a familiarity with the

44 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

Large, positiveclick knobs help the user make any necessary adjustments.

mil-rad system. The reticle is divided into three sections. The main reticle and below the horizontal strata are a fine milling scale and rapid ranging scale, respectively. The center crosshair, a 1x1 mrad, can be illuminated and intensity level adjusted. It is compatible with night-vision optics.

I used the Steiner mounted to a Sako TRG M10 with the .308 Winchester caliber kit. The M10 is multi-caliber sniper platform that can do justice to the 3–15x50mm Steiner scope’s ability. On the line, we zeroed our rifles at 100 yards. Then the fun

started. We moved back to 200 yards and took aim at steel plates. Because I knew the size of the plate, the MSR reticle allowed me to confirm the distance to the target.

Compensating for a 5 mph wind, every shot hit steel. We repeated the process at 800 yards. Lead rang steel again.

At night with no moon, we used the Steiner and night-vision equipment. Using the information from my spotter, I adjusted the scope for elevation and shot into the wind to hit steel at 400 yards in pitch-black.

The same scope was used by all summit attendees and adjusted by all. Zero shift.

That’s a scope to be reckoned with.

A closer look revealed the scope’s excellent edge-to-edge clarity, which helps a hunter quickly identify a target that slides into view, like an elk. Steiner’s stablemates at BDT include Beretta, Sako, and Benelli, and the optics company benefits from the association. Bottom line: The Military 3–15x50mm with MSR reticle is a performance-driven product that allows your customers to “send it downrange” with a stunning level of confidence. SRP: $3,329.

(888-228-7747; steiner-optics.com)

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W H AT ’ S S E L L I N G W H E R E

West

Grove OR Oak Guns, Eugene

This store stocks more than 300 firearms. The handgun counter has been dominated by strong turns of Glock 43s and Smith Shields. Ruger LC9s and LCPs have also received notable attention.

Sales of MSRs are steady; the retailer is turning at least four per week at two price points. ÒWe are moving strong numbers of LWRCs on the high end, around $1,600 per rifle,Ó said owner Dave Miller. ÒBut we are also selling the DPMS Oracle on the low end, at $600, without a single sale in between.Ó With the approach of big-game season, sales of bolt-action rifles are expected to pick up. Miller said the mix should include Savage 111s, Ruger Americans, and the new Mossberg Patriot rifles in .270 and .308. He noted the .308 is popular

because customers can secure military surplus ammo, allowing them to shoot out of season at a lower cost.

Straightline CA Tactical, Anaheim

With an average of 500 guns in inventory, this store is facing Ògood news, bad news.Ó On one hand, itÕs a terrific year for handgun sales, especially Glock Gen 3s and Smith Shields; on the other, MSR sales are stuck in a price-point rut. ÒItÕs been eight months since we sold an MSR that retailed for more than $1,000,Ó said owner Don Zappone. ÒBut, when it comes to price-point MSRs, we have sold truckloads. The overall MSR leader is the Smith M&P Sport.Ó Rimfire ammo remains a challenge to obtain. Zappone and his staff attend regional gun shows to buy ammo and re-sell it in the store.

Midwest Gun & MI Bob’s Tackle, Hastings

With an average inventory of 2,000 firearms, 35 employees, and more than 15,000 square feet of space, this independent is one of the busiest stores in the upper Midwest.

The store is coming off one of its largest sales events of the year. The focus was on Ruger; sales toppers were LC9s, LCRs, and 1911s. ÒOur midsummer sales event has been a great traffic-builder that carries us into August. Our distributor helped us secure .22 ammo, and we turned hundreds of 10/22s and SR 22s,Ó said partner Larry Hayes. Other strong handgun movers include Smith Shields and Glock 43s.

Sales of MSRs are steady, and the Smith M&P Sport is the top dog.

Savage .17 Super Mags have attracted early-season attention, but Mossberg also has done well, see46 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2015

ing strong turns for Mossberg 500s and Mossberg Youth slug guns for MichiganÕs youth deer season.

Good Guys Gun NE and Pawn, Omaha

This pawnshop with three full-time employees carries nearly 250 firearms in stock. Glock 19s and Springfield XDs in 9mm are top sellers; several Smith Shields are also turning each week.

In summer, .22 sales are a large draw, and this retailer has managed to keep .22 and .22 Mag. in stock. ÒWeÕve been able to keep .22 ammo available for our customers all summer. Because weÕre one of the few local retailers that has any inventory, weÕre seeing a lot more traffic,Ó said counter salesman Sam Starr. As a result, this store has moved large numbers of Ruger 10/22s this summer.

Gun WA Welcher’s Shop, Tacoma

This busy retailer stocks close to 500 hunting rifles, MSRs, and handguns. Though hunting season is just around the corner, handguns are still commanding attention. ÒOur lack of access to consistent .22 ammo supplies is killing our numbers on .22 rifles and handguns, and thatÕs a summer staple in this store,Ó said counter salesman Rich Welcher.

Ruger LC9s lead the pack, but Springfield XDMs and Smith Shields are also posting good numbers. The store receives limited shipments of Glock 43s, which are typically sold within 48 hours.

Sporting rifle sales are increasing daily. Here, Browning X-Bolts in .30/06 and Tikka .300 WSMs are turning numbers. In MSRs, Smith and Rock River are seeing slow, but steady, turns.

Although sales of MSRs have slowed to just two a month, highergrade Remington 700s in .30/06 have seen increased demand.

RH Kay MN Firearms, St. Paul

This retailer has a tightly inventoried mix of handguns, military surplus, and MSRs in 500 square feet. Smith Shields lead the pack, with high numbers of Taurus 111G2s and a few 1911B-9s. ÒOur handgun sales have been steady this year. With such a consistent pattern, itÕs been easier to plan inventories,Ó said owner Rick Kay. Although sales of MSRs have been slow, several orders have been placed with Windham Weaponry and Olympic Arms. Other recent special orders include UTAS pump shotguns. Lower-price-point surplus .22 rifles have been hot this summer.

B Y P E T E R B . M AT H I E S E N

East

Fernwood NY Firearms, Hankins

Specializing in MSRs, handguns, and Army surplus, this 1,500-square-foot shop is next to the Pennsylvania state line. With current New York State firearm laws still wrapped up in the courts, this retailer canvasses other markets to keep sales healthy. ÒWe do a big business selling to law enforcement.

Pennsylvania residents can purchase nonÐNew York State compliant handguns, but our in-state handguns are slower than last year,Ó said owner John Kielbasa. In general sales, Glock 43s and Walther CCPs in 9mm are the top sellers.

Ruger 10/22s and Henry leveractions are turning, albeit slower than they did last year due to low .22 ammo inventories.

As for surplus, Fernwood has a 2004 all-wheel-drive 5-ton M935

South

Gainesville FL Target Range, Gainesville

This outdoor range can handle more than 80 shooters on three ranges and stocks more than 100 firearms. Glock holds the sales high ground, with good turns for Models 43, 42, and 34. Traffic has also increased on custom 1911s and Springfield XDMs. With plenty of shooters actively using its ranges, this retailer committed to entering the ammo business. ÒIn 2013, we started making our own ammo for our clients. It started out as more of a service for 9mm and .45 shooters. Of late, we keep expanding the ammo room, and the product is now a significant part of our retail business. But, we still canÕt get .22 ammo. ItÕs just not practical to add it to our manufacturing,Ó said buyer Charlie Thomas.

Brisk-selling MSRs include the

military truck with only 900 miles. ÒCustomers love these big trucks.

When they come in to look at it, they often buy a gun,Ó he said.

Jackman ME Hardware, Jackman

Stocking 190 used and new firearms, this store, located just 3 miles from the Canada border, specializes in hunting firearms and hardware.

Handgun sales are consistent, with a few Taurus Judges crossing the counter. Ruger LC9s, Smith K-Frames in .357, and Ruger Alaskans in .454 Casull are in demand. Rimfire .22 handguns have been a mainstay, but problems obtaining .22 ammo hurts sales. ÒItÕs driving me nuts that I canÕt get .22 ammo after nearly three years. In fact, itÕs worse now than it was last year,Ó said owner Mark Giroux.

M&P Sport, Daniel Defense, and LWRC. Although shotgun sales have been slow, Mossberg 500 tacticals are picking up the pace.

AR

Pawn Gallery, Clarksville This

small pawnshop is located off Interstate 40. Stocking an average of 250 firearms, there are at least two employees in the store at any given time. Locking up stocking programs with Ruger LC9s, Glock 43s, and Sig P228s has resulted in hot summer sellers. ÒOur ammo stocks are better. We have several bricks of .22 in stock,Ó said counter salesperson Kelly Allem.

Due to increased ammo inventory, Ruger 10/22s have been steady sales climbers. With fall coming, Remington 700 Varmint Grades are seeing turns. Other climbing SKUs include the Remington 870 Express

Rabbit guns are always hot, with a mix of H&R 20- and 12-gauge singleactions, Savage Model 10s in .223, and Ruger 10/22s. The Savage Axis in .308, and Remington 700 BDLs in .270 and .30/06 are turning. MSR sales are slow, with Ruger and Bushmaster turning about two a month.

Gun Toter’s PA Supply, Archibald

Just north of Scranton, this retailer has more than 500 guns in stock and is expanding customorder firearms. Les Baer 1911s are hot, followed by Beretta 92FSs and Glock 43s. ÒWe continue to stock popular firearms, but weÕre moving to premium and custom firearms,Ó said owner Mike Frezzolini.

In addition to stocking large inventories of Tikka rifles and sporting Beretta shotguns, used handguns and rifles are a growing profit center.

and Savage Axis rifles in .270.

River City KY Firearms, Louisville

This dealer stocks an average of 400 handguns and rifles. Although sales of MSRs have slowed to four units per week, this retailer expects a winter surge. ÒWe expect big traffic numbers. IÕm buying heavy and getting great prices for this platform. I think weÕll turn an easy four to five units a day by December,Ó said owner Derrick Myers. Top MSR brands include Mossberg and M&P Sports.

Handguns sales have been strong, with Glock 43s in the top slot. The Taurus PT111 is another fast mover. At one point, the store turned nearly 100 units in one week. Ruger LCPs have also been ringing the register. With the exception of .22, ammo stocks are good.

AUGUST/SEPTEMBER 2015 ❚ SHOT BUSINESS ❚ 47

NEW PRODUCTS (Continued from page 50)

The Wiley X Tide, part of the manufacturer’s Climate Control series, features a patented Facial Cavity seal.

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Additional features of the Titan include dual timing bezels and water resistance to 300 meters.The internal timing bezel on the Titan is activated by a large, 11mm crown located at the 2’oclock position on the watchcase that was designed for ease of use. Co-molded with silicone for better grip, the crown locks the internal bezel in place when in the neutral position. Simply press the crown in to engage the internal bezel, adjust the bezel as needed, and then release the crown to lock it back in place.

The Titan also benefits from Reactor’s patented Never Dark illumination technology. Never Dark is the first technology to combine the intense brightness of Superluminova with the multi-year longevity of tritium, providing optimal illumination under all lighting conditions.

Because it can take up to 30 minutes for the human eye to fully adjust to the dark, Superluminova’s intense peak brightness makes a Never Dark watch easily visible during that initial adjustment period. SRP: $500. (reactor.com)

and dust, and prevents reflected light from entering the sides of the frame as well as above and below the frame. The result is a comfortable, controlled environment for the wearer’s eyes, resulting in undistracted vision and improved visual performance while hunting or shooting. Tactical users will also find wearing these glasses advantageous. When not needed,the Facial Cavity Seal can easily be removed and stored in the provided carrying case.

The WX Tide comes in a Black Ops Collection model (#CCTID01), which matches an understated Matte Black frame with versatile smoke-gray lenses.

For high-glare environments (such as hunting near water), two WX Tide models feature the company’s advanced Filter 8 polarized lens technology. WX Tide (Model #CCTID09) combines a glossblack frame with Wiley X’s polarized bluemirror lenses; Model #CCTID04 pairs gold-mirror lenses with a matte hickorybrown frame. SRP: $100, non-polarized; $150, polarized. (wileyx.com)

Wiley X

Titan Stormproof Matches

WX Tide is the latest addition to Wiley’s Climate Control series of sunglasses. Like all Climate Control models, the new WX Tide features the company’s patented, removable, soft-foam Facial Cavity Seal. This exclusive design blocks out wind

you need a survival fire, you need “survival” matches that will ignite even if they’re soaking wet. The 4-inch-long Titan Stormproof Match burns like a road flare for nearly 30 seconds—and it will do so even in a brisk wind. And the outsize

➤ The

Trulock

➤ When

There is “coyote ugly,” and then there is “coyote perfect.” The new Trulock Predator shotgun choke falls into the latter category, enabling a hunter with a shotgun to cleanly kill a 40to 50-pound coyote at 40 yards. Embodying the tight patterning attributes of Trulock’s proven turkey and waterfowl chokes, the Predator is designed to deliver optimal performance with No. 4 or No. 2 buckshot as well as T shot. SRP: $55.99. (trulockchokes.com)

match can be easily used while wearing gloves. Yes, your customers can sit at home and cover kitchen matches with paraffin, but let them know this is a whole lot easier.

SRP: $10, box of 25. (ucogear.com)

Seek Thermal

➤ Thermal-imaging devices are a hot sub-

ject these days. Problem is, some can set a hunter back $3,000 or so. But Seek Thermal’s XR smartphone-compatible thermal camera (used in conjunction with a proprietary app) can help anyone track and find a wounded animal after last light for a tenth of the price of some other units. The camera itself is hardly bigger than a box of matches, and when needed it quickly attaches to an iOS or Android phone via the charging slot. SRP: $299. (thermal.com)

Blackhawk!

➤ The new Appendix Reversible Carry

(A.R.C.) Inside the Waistband (IWB) Holster is suitable for both civilian and law enforcement concealed-carry. Designed to appeal to users who prefer the appendixcarry position (rather than on the hip), the holster is constructed of a soft, yet durable, injection-molded polymer for all-day comfort. The pliable material allows the holster to fit more snugly to the body, allowing the use of tighter-fitting clothing. The fully reversible and ambidextrous holster accommodates left-and right-handed users and is packaged with two cant- and ride-height adjustment belt clips for 1.5- and 1.75-inch belts. A passive retention detent with an adjustment screw allows users to vary the amount of friction for personalized firearm security. The holster can be used in conjunction with pistols featuring rear-mounted red-dot sights. Available in Urban Grey in four models (Glock 17/22/31, Glock 19/23/32, Glock 42, and S&W Shield).

SRP: $22.45. (blackhawk.com)

Browning

The Blackhawk Appendix Reversible IWB Carry Holster features a soft injectionmolded design.

The 1AA Epic uses two white LEDs to produce 20 lumens for general use around camp. Two green LEDs provide stealth and protect night vision. Holding down on the mode switch for three seconds activates the Fast-Strobe with white LEDs for signaling. The 3V Epic headlamp has a bright-white LED that generates 225 lumens of light. Two lower-output white LEDs are ideal for general use, and two green LEDs offer stealth and protect night vision. SRP: $24, 1AA Epic; $48, 3V Epic. (browning.com)

Battenfeld Technologies ➤ Frankford

Arsenal’s Platinum Series Hand Deprimer is made of robust die-cast aluminum and features a full-length ergonomic grip. The fully contained operating system captures spent primers in a collection tube, which can be easily removed and emptied. The deprimer also features a patent-pending Universal Collet System that can handle brass from .20-caliber all the way up to the .338 Lapua. It can also deprime pistol brass and military crimped primers. SRP: $49.99. (btbrands.com)

➤ The new Epic Headlamps combine sin-

gle-battery power with multiple LED lampheads and high-output circuits to deliver maximum performance with minimal size and weight. Available models include a 1AA Epic Headlamp model that uses one AA alkaline battery and a 3V Epic Headlamp model that uses one CR123A 3V battery.

A flexible elastomer headplate adds comfort, and the rugged matte-black polymer body features a Vista camo front.

Browning’s Epic Headlamps use highoutput circuits to deliver maximum performance in a small size.

Go to: www.ShotBusiness.com for free info.

NEW PRODUCTS

PHOTO BY JUSTIN APPENZELLER

Reactor The Titan is designed to meet the grueling needs of those in the military and in law enforcement. It also will meet the demands of the avid outdoorsman. The 45mm watch case is constructed with a stainlesssteel core enveloped in a Nitromid cover, a glassreinforced polymer with a tensile strength higher than steel.

This gives the watch improved durability and impact resistance.

It also has the watertight capabilities of a fully stainless-steel version, but at half the weight.

To create the band, Reactor took a lightweight, nylonwebbing watchband and fused it inside a proprietary silicone and natural-rubber compound.

The result is a band that is more durable than nylon or rubber alone, and it will not absorb odor, dirt, or sweat.

PHOTO CREDIT

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50 â?š SHOT BUSINESS â?š AUGUST/SEPTEMBER 2015

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ELIMINATOR III 3X-12X-44MM Ranges targets then automatically calculates and displays holdover, eliminating any doubts in both accuracy and whether your day would have been better spent updating your status.