SHOT Business -- February/March 2016 by SHOT Business

VOLUME 24, NUMBER 2

Shotguns Built Just for Women page 40

FEBRUARY/MARCH 2016

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RIFLESCOPES GO LONG (OR SHORT), THE BETTER TO SUIT THE NEEDS OF EACH CUSTOMER Pg. 28

FIRING LINE

FYI

Savage’s new A17 semi-auto and CCI’s ammo are a great one-two punch Pg. 24

W.R. Case’s dealer program aims to give its retailers a competitive edge Pg. 22

W W W. E O T E C H I N C . C O M

Company

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S H OT B U S I N ES S

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F E B R U A R Y/ M A R C H 2 0 1 6

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CONTENTS

VOLUME 24, ISSUE 2

Departments 26

Features

28 40

OPTICS 2016: GLASS GETS GAME This year, there are numerous

riflescope options for 3-Gun customers who have a need for speed. Going long is also a continuing trend, with plenty of long-range scopes with huge tubes and gaping objectives. BY ROBERT SADOWSKI

SHOTGUNS FOR WOMEN You can learn to take an off-the-shelf

shotgun and cut it to fit a female customer. But offering a line of shotguns specifically designed to fit a woman is certainly a whole lot easier and smarter. BY PHIL BOURJAILY

NSSF Update

COVER: TIM IRWIN

serialization, and microstamping

FROM THE NSSF How to find and cultivate the diverse new market of today’s gun buyers

NSSF UPDATE Pull the #GUNVOTE lever and stay informed!

CUSTOMER RESOURCES NSSF’s “Fact Sheets and Backgrounders” gives information on topics such as ballistic imaging, bullet

RETAILER TOOLBOX A compilation of important information about the gun business for the new kid in town

YOU SHOULD KNOW Get all the answers you need with our new and updated Industry Reference Guide

EDITOR’S NOTE The

NEWS BRIEFS

New Math and a formula for success

Leatherman refreshes the brand; S&W’s new .22; Bushnell goes to extremes with a Trophy line brand extension

22 24 26

FYI W.R. Case gives

GOOD STUFF A trio of

46 50

WHAT’S SELLING WHERE

retailers an edge

FIRING LINE Savage

saves the .17 HMR

UNDERCOVER SHOPPER Do retailers in

Alabama know of Col. Jeff Cooper’s Scout rifle?

turkey hunting accessories

NEW PRODUCTS Aguila’s

Minishell; Zippo handwarmer; Umarex Broadax revolver; Vertx tactical clothing

FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 3

EDITOR’S NOTE

NSSF

A revised formula for success

ath has always been a challenge for me. Whether it was long division in third grade or quadratic equations in high school, the subject was simply something that confounded me on a daily basis. But math, in all its forms, is important to business success. I was reminded of this when I read a blog by Josh Linkner at Inc.com in which he noted the importance of Albert Einstein’s famous equation (E=mc2) to physicists. He then said that many businessmen relied on such time-honored equations as Hard Work + Dedication = Results, and Power = Money + Influence. “But the old rules of business no longer carry the day as we cope with fist-fighting competition, mindnumbing speed, and exponential complexity,” wrote Linkner. “Add in macro trends such as global markets, digitization, cloud computing, millennial workforce shifts, mobile technology, and geo-political turmoil, and you’re wrestling a whole new beast. One that can’t be conquered with some long-expired formula.” To Linkner’s way of thinking, the equation for this new world order is P=SL/C, or Progress=Speed times Learning divided by Cost. “In other words, the success of your business will not be based on what you already know, it will be based on how fast and inexpensively you learn. The amount of success you’ll enjoy is directly linked to the velocity with which you learn.” To him, success now requires a complete re-think of your skill set. “Making smart decisions has become increasingly difficult, and to enjoy sustainable success, you’ll need to adapt, to evolve, and to innovate in real time. Unless you plan to spin the wheel of chance, the most effective path to consistently driving results is to become a lifelong learner.”

I think he’s onto something. The smart retailers I’ve talked to over the years have all echoed this sentiment in one way or another. They understand that the learning never stops, and that survival in a highly competitive retail arena absolutely demands it. “Business today is much like solving a puzzle. You may have a longterm vision (the image on the puzzle box), but you still need to figure out where to put the pieces. The faster you learn, the faster those pieces fall into place. While cash may have been the fuel of growth in the past, learning is the new energy supply. Fortunately, it’s renewable and is extremely low priced,” wrote Linkner. Concerned about the cost of doing so? Well, consider the cost of not doing so. “When calculating cost, the investment in learning is a rounding error compared to the real costs of not learning fast enough.” He concludes: “If Einstein were alive today, he’d likely understand the unquestionable importance of this new formula for business success. The real question is, Will you?”

4 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

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, Vice President, Publishing Director 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

Michelle Doster, Group Production Director Maggie Thompson, Production Manager

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, 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 24, issue 2, Copyright © 2016 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 REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 6364 Harlan, IA 51593.

TESS ROUSEY

The New Math

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LEUPOLD OFFERS RING AND BASE SELECTION APP

You would think that finding the right bases and rings to mount a scope to your rifle would be rather straightforward. Only, oftentimes, it isn’t. Leupold & Stevens, though, has decided that modern technology can lend a hand here. That’s why it created its Mount Systems app for iPhone users, making it even easier for hunters and shooters to quickly and easily find the rings and bases that are right for their firearms. The intuitive interface, also found on the iPad version, starts with users selecting their brand of firearm, then narrowing their options down further by choosing their specific model. Once a model is selected, the user selects the type of riflescope he is trying to mount. Optics can be selected by Leupold model, or by main-tube and objective-bell diameter. “Leupold is committed to providing American-made mount systems built as rugged as our optics,” says Pete Moe, mount product line manager. “Part of this promise includes providing tools like the Mount Systems app to help hunters and shooters find the right solution for their needs.” Depending on the riflescope selected and the options available, users may be asked a few other questions, such as finish type, ring height, or whether or not they require adjustable bases. After these quick and easy questions are answered, the user is presented with the correct mounting solution, including images of the packaging, making it easy to find the right products in the store. It also lets retailers help customers find the right product quickly and easily. (leupold.com)

NEWS BRIEFS NEWS

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PROMOTIONS

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AWARDS

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OUTREACH

Retailers can expect to see new packaging, updated marketing materials, interactive merchandising displays, and a revamped website from Leatherman.

Get Real!

here is no doubt that we live in a digital age. The phones we carry in our pockets are more powerful than the computers that sent a man to the moon, and with each new model that’s released, the capabilities of these tiny devices seem to increase exponentially. We’ve become so accustomed to this technology that it seems like your phone is the only thing you need to carry with you no matter where you go.

Unless, of course, you have to tighten the screw on your eyeglasses. Or pull a fishing hook out of your son’s thumb. Or slice an apple into thirds at a family picnic. In these situations, and countless others, that amazing piece of technology in your pocket is suddenly as worthless as a colander on a sinking ship. Regardless of how dependent we become on electronics, the reality is that This product is from sustainably managed forests and controlled sources.

there are real-world problems modern technology can’t solve. It’s that concept that Leatherman is aiming to remind its consumers of when it launched its refreshed brand identity at the 2016 SHOT Show. As the originator of the multi-tool, and arguably the most recognized brand in the category, it would seem that Leatherman would have no need to reestablish its brand. But Bobbie Parisi, vice president of marketing for Leatherman Tool Group, explained that the new brand isn’t about taking the company in a different direction, but rather remaining relevant with consumers who are living in a completely different world than the one that existed when Tim FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 7

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Leatherman introduced the turned to to help them deal first multi-tool in 1983. with those situations. That’s “The Leatherman misreal life. And that’s exactly sion hasn’t changed,” she what Leatherman focused says. “But how we accomits new brand identity on. plish that mission is differ“It speaks to our mission, ent now than it was when and it speaks to what our the company started more products have always stood than 30 years ago. We need for—helping people solve to continue to connect with the problems they are likely our consumers on an emoto encounter on any given Tim Leatherman still tional level, and this new day,” Parisi says. “No mathas an active design brand road map allows us ter who you are, you can role in his company. to do that.” put your real life into that To help establish that emotional conconcept and find a time when your nection, Leatherman turned to the conLeatherman helped you get out of a sumers themselves. tough situation.” “There really is a bond created between That concept is not only the basis for people and their Leatherman,” Parisi says. Leatherman’s refreshed brand identity, it’s “Time and time again our customers also the focus of its new international write to us and tell us how they used their marketing campaign. In addition, Parisi Leatherman to save the day. Sometimes says, dealers can expect to see new packit’s something little, but sometimes it aging, updated marketing materials, intertruly is life-changing.” active merchandising displays, and a Each of the stories Leatherman looked revamped website designed to engage at was different, but they all had one thing consumers and remind them that as cool in common—they were stories about real as tech might be, it can never replace tools life. They were real people in real situathat never need to be recharged. (leatherman.com) —Christopher Cogley tions, and it was their Leatherman they

AVEDON & COLBY INTRODUCE THE ULTIMATE SIGNATURE FIELD PANTS

Burt Avedon and Susan Colby, the former president and design director at Willis & Geiger, have created the ultimate lightweight field pant to complement their award-winning Signature Field Shirt, both of which deliver performance and function without sacrificing quality, comfort, and style. The new Signature Field Pants are sewn from the same 100 percent long-staple “tea-dyed” cotton bush poplin as the Signature Field Shirt. This fabric’s tight, compact, water-repellent weave of high-twist yarn is treated with a DWR finish after it’s been softened with a lightly peached finish that doesn’t weaken the fabric (unlike surface sanding, which abrades and weakens fabrics). The result is a lightweight,

comfortable pant that is so durable and abrasion resistant that it resists snags from burrs and thorns—and bites from ticks and mosquitoes. A unique 4-inch, seamless “crotch gusset” panel tapers gradually down the inside of each leg to just above the knee to eliminate binding and crotch seam irritation when climbing and hiking. Every fabric panel in the seat, hips, and legs is strategically contoured to allow maximum movement and comfort while maintaining a trim profile. The pants also feature a fulllength (7-inch) heavyduty YKK brass zipper with hook and loop waist closure, and a full French fly to remove stress on the zipper. SRP: $224. (avedoncolby.com)

Expecting the Unexpected For more than 25 years, Adventure Medical Kits (AMK) has developed some of the most innovative and comprehensive medical and survival solutions for the outdoors industry. Whether it’s for blisters or broken bones, AMK has helped outdoorsmen prepare and deal with the unexpected. AMK created the SOL (Survive Outdoors Longer) brand a few years ago to house its growing survival product line. Today, the brand encompasses key items from the most important survival categories, including essential survival tools, survival kits, signaling devices (mirrors and whistles), fire starters, and emergency shelters (reflective blankets and bivvies). The latest additions to the line include the SOL Traverse, a survival kit modeled after military survival kits of years past, and the SOL Phoenix, a multi-functional survival tool. True to the brand, both are designed to help you survive outdoors longer. These items will be available to ship this month. “Our Survive Outdoors Longer products save lives,” says Frank Meyer, chief marketAMK’s SOL Traverse survival kits are packaged in a retro survival tin.

ing officer at Tender Corporation (parent company of AMK). “Our ever-evolving survival tool line now includes the Phoenix, a lightweight multi-functional survival tool that provides eight lifesaving tools, all the while being compact enough to fit in your back pocket. The rugged Traverse falls perfectly into our survival kit line. It hits a nice price point, takes up minimal retail space, and can be merchandised on the shelf or on a peg hook. In addition, it is packaged in a retro survival tin, giving it a ‘throwback’ feel.” SRP: $20, Traverse; $25, Phoenix. (adventuremedicalkits.com)

NEWS BRIEFS

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Smith & Wesson recently unveiled its next-generation target pistol, the SW22 Victory. Engineered as a modern interpretation of the classic target pistol, the new SW22 Victory is a fully featured .22 LR pistol with a convertible design suitable for multiple sporting applications. Dependable, easily modified, and inherently accurate, the handgun represents a new breed of sport pistol. The SW22 Victory is constructed on a single-action, enclosed hammer-fired, blowback semi-automatic design. The innovative design includes a match-grade interchangeable barrel that can be swapped out via a simple one-screw takedown design. “The SW22 Victory was designed to fill a need for a highly versatile, accurate, and affordable .22 LR target pistol,” says Jan Mladek, S&W’s general manager. “Whether it is a new shooter learning the fundamentals of handgun marksmanship or the experienced target shooter who is trying to reach the next level of proficiency, the SW22 will deliver many personal victories along with years of shooting enjoyment.” The standard model is fitted with a 5.5-

inch match-grade barrel with a 1-in15-inch right-hand twist. It comes with a fiber-optic front sight and an adjustable green fiber-optic rear sight. Fire controls on the pistol include a single-sided thumb safety, a slide stop, and a magazine release. It ships with two 10-round-capacity magazines. The versatility of the SW22 Victory is further enhanced by an included lightweight Picatinny-style rail for easy mounting of optics or other accessories. Smith & Wesson has teamed up with several of the industry’s top holster, barrel, and accessory manufacturers so that owners can personalize their SW22 Victory with high-quality accessories that are immediately available from various providers. SRP: $409. (smith-wesson.com)

Guns and Clothes Bag Home break-ins are typically snatch-and-grab operations that last just a few minutes. In the rush to grab portable valuables along with some readily accessible firearms, few thieves would ever stop to think about rifling through a garment bag hanging in a closet. That was the insight behind the Skinner HFT Garment Bag, developed by Skinner Sights, a company best known for its line of sights and accessories. The bag is designed to hold one long gun (up to 42 inches in length) as well as two fullsize handguns. There are also quick-access pockets for various accessory items such as knives, flashlights, valuable papers, extra ammunition, or smaller handguns. Special inte-

rior pockets hold at least six pistol magazines and four 20to 30-round MSR magazines. Constructed of 1,000-denier heavy-duty Cordura nylon and finished with heavy-duty zippers, the bag is rated to at least 200 pounds and, like a “real” garment bag, folds in half and has wraparound handles for easy emergency evacuation. “Sure, an 800-pound safe is best,” says Skinner Sights owner Andy Larsson. “But will the floor support it in a covert location and allow quick access if necessary?” SRP: $249. (skinnersights.com) The Skinner HFT Garment Bag is designed to accommodate clothes and firearms.

Two New Products That Redeﬁ ne Performance and Value. Geovid-R

Premium sport optics performance comes with a premium price. Until now. Introducing Geovid-R laser rangefinding binoculars and the newly re-designed Leica Trinovid HD binoculars. The new Geovid-R extends Leica‘s laser rangeﬁnding legacy with line-of-sight ranging to 1,200 yards and EHR ballistics functionality.

Trinovid HD provided with innovative carry system

Trinovid HD binoculars embody legendary Leica quality and performance and feature HD optical components for brilliant images, early morning to late dusk. And both represent an exceptional value that make owning Leica performance more accessible than ever before.

For more information, visit leica-hunting.com.

NEWS BRIEFS

Hide In Plain Sight Some objects—such as fine art and trophies—are meant to be openly displayed. And some items of value can even be hidden in plain sight. A firearm, on the other hand, really isn’t something that should be left lying around. But when it’s needed for home protection, it won’t do much good in a massive gun safe in the basement. A commonsense middle ground is a hidden compartment that can keep the firearm out of sight yet make it accessible should it be needed. Tim Matter, founder of Tactical Walls, wants to provide security-minded gun owners with an alternative to bulky safes and those all-too-obvious black gun boxes. Under his direction, the company has

developed a variety of concealment storage options that can allow firearms to be easily accessible. “The primary advantage of Tactical Walls is that firearms are concealed at strategic locations in the home and quickly available in the event of a break-in,” he says. “Most products, including all shelf units and bundle units, have magnetic locks that offer additional security but allow users to access the contents quickly when needed.” The key has been to provide security that ensures that a firearm isn’t easily found by a child or intruder, but at the same time is accessible and doesn’t take up too much room. As such, the systems are also designed to be space-

Performance and durability meet style in Pachmayr’s G10 Tactical and Renegade wood grips. We combine durable materials, ergonomic design and texturing to deliver maximum comfort, durability, and improved control. Available for 1911, Sig 238/938, Ruger Mk III and 22 /45, Beretta 92, and CZ 75. Visit www.pachmayr.com

A Division of Lyman Products

saving as well as functional; options include shelves, mirrors, TV stands, and even wall clocks. Since not all tastes are the same, the company also offers products with different options in look and finish, including a variety of wood finishes and trims. This further helps add to concealment, as the products don’t all have the same “off the shelf ” look that might be all too easy to spot. The current product lines include the 1450M Bundle, a recessed in-wall home-defense solution that offers a hidden cavity with two compartments behind a classically designed full-length wall mirror; the 1420M Bundle, a more-compact solution that can be used for handguns and ammuni-

Tactical Walls products help conceal firearms in everyday home furnishings.

tion; and the 1242 Rifle Length Shelf, which is a surface system that can conceal rifles or multiple handguns. (tactical walls.com) —Peter Suciu

RMEF Launches Social Media Campaign The Rocky Mountain Elk Foundation (RMEF) used the 2016 SHOT Show to launch an extensive “Hunting Is Conservation” social media campaign. The aim is to highlight the role hunters play in wildlife conservation. “Hunters play a vital role in contributing to North America’s wildlife, habitat, and resource conservation,” says Steve Decker, RMEF vice president of marketing. “We have more than 2.3 million people who currently follow or have visited our social media platforms. The goal of this campaign is to reach out well beyond those numbers to hunters and non-hunters alike in order to educate, inform, and reinforce how hunters and hunting protect and fund conservation efforts.”

RMEF will use research provided by the Congressional Sportsmen’s Foundation, National Shooting Sports Foundation, Responsive Management, Southwick Associates, and other sources, as well as RMEF’s fact sheet, “25 Reasons Why Hunting Is Conservation.” The weekly offerings will include national statistics and trends that highlight how hunting funds federal and state wildlife agencies that manage wildlife resources. A state-by-state breakdown will also show how hunting is a major economic driver from coast to coast. Posts will appear every Monday (except holidays) for approximately 18 months. The campaign will include infographics, vid-

eos, blog posts, photos, links from media outlets, current and historical content from Bugle magazine, and other information. “Hunters should be proud of the front-runner role they play in supporting conservation,” says Decker. “We want to encourage all sportsmen and women, plus our sister conservation organizations and members of the outdoors industry, to share this content across their various social media channels. We believe the viral nature of this campaign can make a real and tangible difference in offering education on how ‘Hunting Is Conservation.’” Campaign charter sponsors include Federal Premium Ammunition, Leupold, Realtree, and Yeti Coolers. (rmef.org)

The Rocky Mountain Elk Foundation used the 2016 SHOT Show to launch a new campaign on social media to help demonstrate the vital role hunters play in North American resource conservation and game management.

WOOD N’ STREAM TEAMS WITH 3M TO KILL SCENT

Odor-control technology has come a long way from the days when hunters simply filled a boot with foot powder and hoped for the best. No more. Many footwear manufacturers feature some sort of proprietary odor-control in their lines. Now Weinbrenner Shoe Company is partnering with 3M to bring permanent odor-control technology to its line of Wood N’ Stream hunting boots. According to Patrick Miner, president of Weinbrenner, the Wood N’ Stream line in 2016 will utilize this innovative odor-control technology, the first of its kind in the footwear industry. “The release of this technology in our full line of boots is a true testament to our focus on innovation while still staying true to the quality standards that we established more than 60 years ago,” he says. Both insulated and noninsulated models will feature linings made with 3M Thinsulate Platinum Insulation and an added layer of X-STATIC permanent odor-control technology. X-STATIC has a layer of pure silver (well known for its natural antimicrobial properties) permanently bonded to its surface. Together, the two technologies provide warmth and odor control in one package. (weinbrennerusa.com)

FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 13

NEWS BRIEFS

Bushnell Goes to Extremes

Middle-of-the-road products, like the great comedian Rodney Dangerfield, sometimes get no respect. Often thought of as “value” items, they too often lack the “wow” features that get consumers excited, even though they are priced right at the heart of the market. As a result, many manufacturers give this product category short shrift and instead devote most of their resources to higher-end lines.

Bushnell has decided not to wander down that road. Instead, it is beefing up the riflescopes, binoculars, and laser rangefinders that constitute the heart of its line with features designed to appeal to the core of the market. “For 2016, we’re revamping the entire Trophy line,” says Jake Edson, Bushnell communications manager. “We have improved ergonomics and functionality across the entire line.” But that’s not all. Bushnell introduced a Trophy line extension, which it calls Trophy Xtreme, at the 2016 SHOT Show. “It’s our Trophy line taken to the extreme, hence the name,” Edson says. “In each of the different categories, you’re going to have added features that reflect current trends in what hunters are looking for. The products, however, will still reflect that hardcore Midwest whitetail hunting sensibility. The product needs to be valueminded, but will still offer a lot of features.” For example, the riflescopes in the Trophy Xtreme line will now have larger, sturdier 30mm tubes. “A lot of white-

The new Bushnell Trophy Xtreme line will feature riflescopes, binoculars, and an innovative laser rangefinder.

tail hunters have been making the transition to 30mm scopes,” Edson says. “It’s a trend that began with the tactical shooter, then filtered down to the tactical lifestyle world. After that it moved to the long-range shooting world, and now is being picked up by everyday whitetail hunters.” In the Trophy Xtreme binocular family, hunters will see larger objective lenses, a development that is also part of the tactical trend. But the biggest news has to

be the Trophy Xtreme laser rangefinder. “With this laser rangefinder, we’ve developed a new technology with our partners, which we’re calling Full Spectrum Technology,” Edson says. “It allows the laser rangefinder to read any color target, including black.” Black has been a problem for laser rangefinders for years because it absorbs so much light. But Edson is confident Bushnell has solved the problem. “Full Spectrum Technology

is a huge step forward in laser rangefinder technology,” he says. “I think it’s going to define the laser rangefinder industry for years to come.” Usually, advanced technology gets introduced in the higher-end lines before filtering down to the lesser-priced lines. But in this case, Bushnell will make Full Spectrum Technology available in the Trophy Xtreme line. “It’s a really good product, but it’s also a value-based product,” Edson says. This strategy ties into what the manufacturer has done to its top-end Elite line and the Legend line. “We bridged some gaps between the Elite and Legend lines, and now we’re bridging some gaps between the Legend and the Trophy line,” Edson says. “We’re really helping retailers fill in those price points—and keep hunters in the Bushnell family.” Bushnell also has rolled out a new warranty program. It will be a no-questions-asked warranty that, according to Edson, “will go head-to-head with any other optics warranty out there.” (bushnell.com) —Slaton L. White

Mossy Oak Now the Official Camo of the NWTF Turkey hunting and camouflage go together like turkey and dressing. And just before the holiday season, the National Wild Turkey Federation announced a partnership with Mossy Oak that includes a feast of sup-

port for conservation and hunting. In the process Mossy Oak became the official camo of the NWTF. NWTF and Mossy Oak have enjoyed a long history of mutual support, and their commitment to

14 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

hunting and wildlife conservation continues to grow. This new partnership will also include the announcement of a new, collaborative camouflage pattern, which was unveiled at the 2016 SHOT Show.

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U P D AT E

FROM THE NSSF

Aiming for Today’s Customers What we’ve learned so far in the quest to identify, and appeal to, the evolving audience of new shooters

primary mission of the National Shooting Sports Foundation is to increase participation in the shooting sports. NSSF has initiated a number of programs in recent years that are successfully doing just this, but statistics show our core base of customers is still overwhelmingly made up of older Caucasian males, while the face of America is increasingly heading in different directions. To help the industry adapt to changing times, NSSF is testing how to effectively engage new audiences through hands-on pilot efforts. In this article and others to follow, we’ll highlight what we’ve learned from our initial experiences to help retailers, ranges, and others increase sales to these critical growth markets. The Plan Diversified customers can refer to many things: different races, ethnicities, ages, genders, and more. Therefore, identifying which customer segments offer the best growth opportunities, and how to successfully engage them, is the first task. Developing and testing tactics that retailers, ranges, and others in the industry can effectively implement locally is the next step. In 2014 and 2015, NSSF has been engaged in these research and pilot testing efforts, and will continue to improve and expand in 2016 and beyond.

What Have We Learned? Southwick Associates assisted in examining interest levels in the shooting sports and needs across a wide range of potential

new audiences. The results complemented previous NSSF research showing that people with significant interest in the shooting sports tend to skew younger and female. Interest in the shooting sports across the key Hispanic, AfricanAmerican, and AsianAmerican markets was also found to be very high, even greater than that seen in the Caucasian market (Chart 1). Southwick Associates also evaluated how these audiences consume different media to help boost advertising and communication efforts. Hispanics, African-Americans, and Asian-Americans as well as younger audiences are more likely to be reached online compared to our traditional older and Caucasian customers, and will respond better when they see positive reviews of a range or retailer from

Be sure that the text and imagery you select in your online promotions and advertising campaigns reflect your target market. 16 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

BY SAMANTHA PEDDER AND ROB SOUTHWICK

people like them. An online presence will be a critical component of marketing strategies to engage with these potential new target shooters. These new customers expect different services than our typical customers, too. Chart 2 highlights some of the most soughtafter services these diverse audiences want from a range. Note the importance of emphasizing safety: These customers want

to see safety officers on the range and someone to personally instruct them in the safe use of firearms. They are also seeking products and services for first-time shooters, such as basic equipment displayed in your store or a dedicated beginner’s lane on your range for them to learn to shoot. They want to see faces like theirs in the ads and, if possible, as part of your staff. They are unfamiliar with ranges and

CHART 1: INTEREST IN TARGET SHOOTING AMONG DIVERSE AUDIENCES

CHART 2: SERVICES DESIRED BY MULTI-CULTURAL COMMUNITIES WHEN VISITING A RANGE

The needs of those who make up the new and diverse shooting market are different from those desired by the longtime consumer base.

stores, so it’s important to portray facilities as welcoming. Be sure your ads and imagery help to convey this with bright and professional-looking photos. The full survey results are available under the research tab at nssf.org.

Recommended Approaches Each retailer and range needs to determine the best local growth opportunities, whether it’s the Hispanic market, Millennials, AfricanAmericans, women, or others. Once you select your targeted market, online promotions using websites favored by these audiences can be the most cost-effective approach. Be sure your imagery and text reflects the market you want to engage. For example, if you are looking to target Latinos, feature a Latina in your ad. See the photo opposite for an example of an image NSSF recently used in an ad campaign. Use online services such as Yelp and Trip Advisor, or any local online blog that promotes local events and activities. Make sure their first experience at the range is a good one, or the reviews they will post online will not help you grow. Make sure they are greeted warmly. Listen to them emphasize safety and provide them one-on-one time to help them learn shooting. If possible, have someone on staff from the community you are targeting. NSSF offers tools and information that you can

use to better understand and reach your potential new customers. People of diverse backgrounds definitely want to go target shooting, but engaging them will take different approaches in marketing and service than we are used to. By instituting the insights gained from the NSSF’s new research and recent pilot efforts, your business stands to grow even more. Rob Southwick is president of Southwick Associates, a market research and economics firm specializing in the hunting, shooting, and outdoor recreation markets. FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 17

U P D AT E

#GUNVOTE—The Firearms Industry’s No. 1 Resource for 2016

resident Obama didn’t wait for the lights to be unstrung and the warm glow of the holidays to fade away before announcing to the nation he intends to do everything in his power to enact more gun control measures before his time in office comes to an end. Those intentions, paired with Hillary Clinton’s declaration to continue in the same vein should she succeed Obama,

means that the 2016 national, state, and local elections will be among the most important in decades to firearms owners and sportsmen. In light of the significant challenges facing the firearms industry on the political front, it is, without question, vital that everyone from the largest manufacturer to the smallest retailer stay informed about the races affecting their livelihood and cast their votes next November. NSSF’s #GUNVOTE initiative (nssf. org/gunvote/) helps our industry members stay abreast of the candidates vying for election and their stances on firearms ownership, hunters rights,

and other issues of importance to us with a variety of resources. Presidential, Senate, House, and governors races, national polling results, candidate fact sheets and background papers, and breaking news are constantly updated here, along with up-to-date information on bills on both the state and federal level making their way through the legislative process. As the elections themselves get closer, #GUNVOTE will also have information on voter registration and links to polling locations. NSSF encourages all members of our industry to visit #GUNVOTE frequently and subscribe to our #GUNVOTE newsfeed. We

Stay on top of all political developments concerning the firearms industry with #GUNVOTE.

especially ask that all our retail members communicate with their customers about #GUNVOTE and utilize the information on the web page

there to help those customers learn more about the candidates in their areas and where others stand on the issues concerning their gun rights.

GEORGIA DEPARTMENT OF ECONOMIC DEVELOPMENT TO BE PLATINUM SPONSOR OF NSSF’S 2016 INDUSTRY SUMMIT NSSF is pleased to announce that the Georgia Department of Economic Development will be returning for the third time as the Platinum Sponsor at the 2016 NSSF Industry Summit. Taking place June 6–8 in Pittsburgh, Pennsylvania, the 2016 event will work to share dynamic models of success that contribute toward the common industry goals of promoting hunting and target shooting, discussing threats to our success, and exploring new ave-

nues of opportunities for growth and recruitment. The Georgia Department of Economic Development’s Platinum sponsorship of the 2016 NSSF Industry Summit is part of greater three-year agreement between NSSF and the department that includes support for both the Summit and NSSF’s Hunting and Outdoor Trade Show (SHOT Show). The Georgia DED is the state’s sales and marketing arm and lead agency for attracting new business investment, working

18 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

to encourage expansion of existing industry and small businesses, develop new domestic and international markets, improve tourist traffic, and promote the state as a loca-

tion for film, video, music, and digital entertainment projects. The Georgia DED also participates in planning and mobilizing the state’s resources for economic development. “It is gratifying to see

this multi-faceted sponsorship with the Georgia DED continue,” said Melissa Schilling, NSSF Director, Conferences and Exhibitions. “The longevity of its partnership with us demonstrates an enormous level of commitment to sportsmen, the firearms industry, and the shooting sports.” “Georgia is delighted to continue sponsorship of NSSF’s Industry Summit and SHOT Show once again in 2016, taking advantage of the great opportunities to strengthen relationships

with key players in an industry that brings quality jobs and investment to our state,” said Tom Croteau, Deputy Commissioner for the Georgia Department of Economic Development. A small number of sponsorship opportunities remain for the 2016 NSSF Industry Summit. Learn more at nssf.org/ IndustrySummit/sponsors or contact Chris Tatulli, NSSF Director, Exhibits and Sponsorships, at ctatulli @nssf.org; 203- 4261320 ext. 214.

RETAILERS HAVE ABUNDANT CUSTOMERINTERACTION RESOURCES AT NSSF.ORG Your customers can run the gamut from serious competitors and yearround hunters to novices who have never seen a firearm outside the big screen of a Hollywood movie. The level of firearms knowledge varies greatly across this spectrum, and you can be prepared to help answer questions and correct many common misconceptions by visiting NSSF’s “Fact Sheets and Backgrounders” page found by clicking on the “News” heading at NSSF. org. There you’ll find information on topics such as ballistic imaging, bullet serialization, firearms tracing, microstamping, PittmanRobertson excise taxes, state right-to-hunt-andfish protections, suppressors, Sunday hunting, and much more—truly a list of topics as diverse as your customer base. “We strongly encourage

Find pertinent business info on NSSF Fact Sheets.

our retailers to take advantage of this tremendous resource,” said Patrick Shay, NSSF Director, Retail Development. “As informed as so many of our members are on topics such as so-called ‘assault rifles,’ the Brady Law, and even things as simple as what constitutes a high-capacity magazine, no one can be expected to know it all. So when you have a question about these types of things—and, more important, when your customers have questions—the answers are just a click away. Best of all, by using our “Fact Sheets and Backgrounders” and encouraging your staff to become better informed, your store becomes the go-to resource for your customers, and that’s a value-added proposition that any good customer service program should embrace.”

NSSF ATTENDS PUBLIC EVENT ON ATF OPEN DATA PROJECT

he NSSF’s Elizabeth Karasmeighan, Director of Legislative and Policy Research, attended three days of seminars on the ATF’s Open Data initiative in November. Through the sessions, ATF highlighted its efforts to publish online more of its data in

More info will be added by the Bureau over time.

an easily accessible and user-friendly database. The tools now available allow users to download data and to create maps and charts using the datasets. Over time, ATF will be adding more data and more functionality to the site. The agency’s Open Data is online at https://

NSSF “Proud Member” Logo Now Available Show your support for your industry and help promote, protect, and preserve hunting and the shooting sports by displaying the all-new 2016 NSSF Proud Member logo on your website, business letterhead, and promotional materials. All members in good standing can download the logo for free simply by logging onto the members-only site of nssf.org.

FIND A POSITION, OR FILL ONE, HERE

Since launching in June 2015, NSSF’s new and improved Firearms Industry Jobs Board is one of the most visited areas of the NSSF website each day and the most popular link each week in Bullet Points, which boasts 70,000 subscribers. Since its creation, more than 200 jobs have been posted, nearly 1,000 searchable resumes have been made available, and more than 1,500 applications have been submitted by professionals within the industry. If you have positions to fill, NSSF’s Firearms Industry Jobs Board provides unequalled access to top talent. Target your search to find the right match, or wait for the right candidate by setting up a Resume Alert. View current job postings and create an employer account by going to NSSF.org and clicking on the “Jobs” heading at the top of the page.

data.atf.gov.

© 2016 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.

FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 19

U P D AT E

B Y PAT R I C K S H AY, N S S F 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

New consumers have created opportunities for prospective retailers.

A “Starting Point” for New Retailers This new program by NSSF outlines the steps you need to take to join the firearms industry marketplace

ithout much exception, firearms sales in the U.S. have remained strong over the past several years—and thanks to the current political climate and 2016 being a presidential election year, everything points to that trend continuing. As it is with any market that’s “hot,” people who hadn’t previously considered joining its ranks now want a piece of the pie.

This is certainly true of the firearms industry, and the good news is there’s room for new retailers to establish a presence. Especially as our industry works cohesively to reach the previously untapped Hispanic, AfricanAmerican, and AsianAmerican markets, whom we know want to target shoot and hunt but haven’t been made available the appropriate inroads, we’re seeing

fresh opportunities for new retailers. It is with these new FFLs and range operators in mind that NSSF is pleased to introduce Starting Point. Intended to provide a business planning and compliance policy foundation for new Federal Firearms Licensees (FFLs) and shooting range operators, Starting Point is a comprehensive resource center for entrepreneurs beginning the process of

20 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

entering the firearms industry marketplace. The program offers several benefits. At the top of the list is a full day’s training provided by NSSF’s Compliance Consultant Team. Our team of firearms industry professionals will cover the ins and outs of important compliance records such as the Federal Form 4473, the dealer’s Acquisition & Disposition (A&D) record book, forms for

multiple handgun sales reporting, and more. Working with gun show sales, internet sales, gun rentals, and NFA (National Firearms Act) firearms will also be covered. Created to be the go-to resource for startup FFLs who, like the head of any enterprise, will have questions as their business evolves and grows, Starting Point provides a 24/7 hotline to guide new

firearms industry professionals along the way. Those enrolling in the program will also have access to NSSF’s library of research, as well as the many complimentary items essential to their business, such as A&D books, Form 4473 Spanish language overlays, safety literature, business planning, range development and merchandising manuals, and much more. “The time does seem primed for those interested in starting up a new firearms retail center or shooting range and who have done their market research to make the leap,” says Randy Clark, NSSF Director, Business Development. “We think Starting Point will provide these new FFLs and range owners the compliance and business planning tools that will help them begin their new enterprises the right way.” Enrollment in Starting Point is now open. To enroll your business and schedule your training day with NSSF’s Compliance Consultant Team, contact me at 203-426-1320 ext. 216, or pshay@nssf. org. Not a member of NSSF? Go to nssf.org/ join.

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

A New Industry Reference Guide The 2016 edition of NSSF’s mega-information source puts all the facts you need at your fingertips

he National Shooting Sports Foundation has updated, compiled, and just released the 10th edition of its flagship research publication, the Industry Reference Guide. The 190-plus-page report covers a wide variety of data referenced as industry indicators for use in evaluating the overall health of the firearms, ammunition, and hunting and shooting sports industries.

Such data includes, but is not limited to, firearms and ammunition excise taxes (FAET), hunting license sales, National Instant Criminal Background Checks (NICS), Federal Firearms Licenses (FFLs), and firearm production along with imports and exports. Other sections in the publication address the topics of participation, demographics, safety, and the economic impact of hunting and target shooting, as well as the latest news from NSSF government relations and a stateby-state listing of the economic contributions attributable to the firearms industry. Trend data and sources are included throughout the report. The 2015-2016 edition, released at the 2016 SHOT Show, includes the most current data available from dozens of sources. New to this year’s Guide is data from NSSF’s Hunting License Sales Index, which provides a more

current view of license sales than previously available. “Although NSSF research has grown substantially, this report has been a constant source of information for the industry for more than 10 years,” says Chris Dolnack, NSSF Senior Vice President and Chief Marketing Officer. With the industry gaining more and more attention from media and financial investors, it has never been more important to be up to date on the latest statistics. The Industry Reference Guide will put a wide array of easily accessible information at your fingertips, saving you from spending hours searching elsewhere. Tom Shay of Profits Plus Solutions says, “Any successful businessperson knows that the more they know about their industry, the more profitable they will be, and this reference guide is a must-have for anyone wanting to better under-

stand the firearms and outdoors market.” With this guide, readers will be able to see that violent crime in the U.S. is near an alltime low, while the number of NICS background checks has increased substantially. Additionally, dating back to 1930, the number of unintentional firearms-related fatalities is now at historic low levels. Along with such statistics, the Industry Reference Guide includes images of several NSSF infographics that can be used and shared by members through their social media, print marketing, and advertising efforts. To review the table of contents or to order the new edition, go to nssf.org/ research/IRG/#item12. If you have questions, or are ordering from outside the U.S. or Canada, call 203-426-1320 ext. 263, or email dvrablic@ nssf.org.

It has never been more important to be up to date on the latest statistics. The new Industry Reference Guide will put a wide array of easily accessible information at your fingertips.

FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 21

FYI

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

Level Up

W.R. Case’s authorized dealer program gives retailers an edge ike a good marriage, most successful business relationships are partnerships—two firms working toward the same goal. Some companies formalize the relationship with authorized dealership programs. Knife manufacturer W.R. Case’s program is an excellent example of the virtues of putting a ring on it.

Case has been in business for 126 years, and businesses from gun manufacturers to hardware stores have enjoyed great success selling its knives. The company’s authorized dealer program has four levels—Silver, Gold, Platinum, and Master— with different buying commitments for each level. Silver level dealers need to carry 50 knives; Gold, 100; Platinum, 150. “Once you become a Master Dealer, you’ve made a commitment to carry the breadth of the Case line,” says John Sullivan, Case’s director of marketing. “You’ve become a destination that a consumer can seek out.” But with commitment comes benefits. There are purchasing perks, naturally, with greater discounts as you go up in level. But Case offers more than just that. It’s for the following reasons—as well as the sales power and craftsmanship of the knives themselves—that Cabela’s has enrolled two of its stores in the Master Dealer program, a move that sparked major growth in their knife sales, says Sullivan.

Marketing One of the things becoming an authorized dealer does is allow Case to direct people to your location. “It’s always a challenge from a company perspective—how do you tell a consumer where to go to find a product?” says Sullivan. Authorized dealers show up on the W.R. Case dealer locator. Case also enjoys a fervent collector base, which it directs to Master Dealers via its Case

American Heroes” tour, which helps stores make a local impact. Often, Case will offer a knife to auction for charity. “It’s the retailer being a good citizen and trying to help their community,” says Sullivan. “And while that’s going on, the fun of collecting Case knives comes through.” Case is also planning to take the Case Knife Kids Camp, originated by one of its Master Dealers—Shepherd Hills Cutlery—nationwide. The camp is an event at which kids learn the basics of knife use and safety. It’s such a familyoriented hobby that kids from the original Case camps have been bringing their own kids to learn, says Sullivan.

Case’s authorized dealers get the chance to carry limited-edition knives such as those created by custom designer Tony Bose.

Collectors Club magazine. “It’s about helping the consumer realize that if they walk into the store, they’ll be able to see the whole line,” says Sullivan. Case also offers marketing support, such as co-op advertising and advertising pieces dealers can use. During the holidays, Case provides a consumer rebate program and a four- or eight-page insert a Case authorized dealer can circulate with the local newspaper. “We found that a lot of that grassroots advertising helps dealers grow their business,” says Sullivan.

Displays The floor displays Case provides to authorized dealers practically become a store within a store, a place where their knives are the focal point.

22 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

“We’ve got all sorts of different display fixtures to try to meet dealer requirements, and we’ve worked to customize a knife kiosk for their location,” says Sullivan. “Because we’re trying to generate as many dollars as possible out of a small footprint, we have things like our Platinum display tower, where you’ve got 150 knives on a display that only takes up roughly 4 square feet of floor space,” says Sullivan. It’s incredibly efficient. Master Dealer displays typically include two towers and several jewelry cases full of knives, making for an attractive presentation.

Promo Events Case offers to help with themed promotional events, such as its recent “Celebrating

Product Access Another advantage is the expanded access to the entire Case line. Case makes a variety of high-demand limitededition knives. “As a Master Dealer, you have a chance to get an allocation of that product that you might not if you were only a Silver level dealer,” says Sullivan. By making the commitment to become an authorized dealer, retailers join into a partnership with Case. The company benefits from informed, committed retailers telling the story of Case knives. And dealers know that Case has their back when it comes to marketing and promotion. “People have the chance to grow their business with Case,” says Sullivan. “We want to help them do that.”

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FIRING LINE

The new Savage A17 semi-auto uses an innovative delayed blowback system to help it cycle hot .17 loads.

BY JOE KELLER

Leaping Into the Void

Savage saves the .17 HMR

The new A17 rifle has a 22-inch button-rifled barrel and comes with two 10-round rotary magazines and Savage’s fine AccuTrigger. An oversize hard-chromed bolt is easy to use, and a button in front of the trigger guard locks the bolt open. That’s all well and good, but for my money, that stuff is nowhere near the most interesting part of this gun. To solve the cycling problem, Savage has engineered a new-style action, which it calls a “mechanically delayed” blowback system. The system supports the casing long enough so that it doesn’t rupture in the action, yet it still provides the bolt with enough power to cycle the next round. That was the problem with Remington’s 597: too much energy filled the casing as the bolt slid back to pick up another round. Ruptures— and the recall—resulted. The key to the new, safer A17 system is an interrupter lug that pops up into a slot in the top of the receiver when the cartridge is in the battery. When it’s fired, pressure pushes rearward and makes the lug come downward out of the slot. Although this happens in an instant, the sliding lug gives just enough time for the

24 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

hen Remington had to pull its semi-auto Model 597 from the shelves a decade ago in a high-profile recall, part of the collateral damage was the doubt left in the minds of some shooters about the overall reliability of the hot .17 Hornady Magnum Rimfire in semi-auto rifles. Now Savage has leapt into that void and staked its money and reputation on bringing shooters back to an auto-loading .17.

propellant to burn up and pressure to be released, but leaves energy for the carrier to pick up the next round. It’s a brilliant system, and so far, it seems to have solved the problems created by a hot round. While shooting the A17 recently, I experienced none of the infamous rupturing or cycling problems. To coincide with the A17’s introduction, CCI Ammunition, which is

Accuracy, however, was exceptional. I stamped 1-inch groups at 100 yards. If there is a downside to this gun and caliber, it’s the fact that a box of .17 costs three times as much as a box of .22LR. But, on the upside, it’s in the neighborhood of a box of .22 WMR. Small-game hunters seem torn on the effect—not the effectiveness—of the .17 round. In other words, a center-mass shot will make

To complement the new rifle, corporate partner CCI has developed a new cartridge, also called the A17. owned by Savage’s parent company, Vista Outdoor, created a new cartridge, also called A17. According to CCI, these cartridges burn hotter and fly about 100 fps faster than traditional .17 HMRs. Velocities are listed as 2,650 feet per second at the muzzle and a swift 2,000 fps at 200 yards. At the range, I did notice some powder burn from the ejection port as the gun was fired. No such emission occurred with any of the other ammo brands I shot.

a mess of a critter like a squirrel or a cottontail. But the round is so accurate that a headshot is likely. The .17 is also a showstopper for coyotes and prairie dogs. A well-placed .17 will bring down a hog, but that’s pushing the design limits of the cartridge. It’s going to be hard to go back to a .22LR after playing with the A17 for a few days. I can hear a collective sigh of relief from the squirrels. SRP: $465. (savagearms. com)

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Scout Expedition

Would gun store personnel in central Alabama know about Col. Jeff Cooper’s famous Scout rifle? cout rifles fascinate me. These carbines are made for hunting as well as fighting. Lt. Col. Jeff Cooper first described his idea of a Scout in the 1980s. A Scout rifle is a general-purpose boltaction chambered in .308 Winchester, less than a meter in length and under 6.6 pounds. It would have iron sights as well as a rail for a scope, be fitted with a sling, and capable of hitting a man-sized target at 450 meters. Cooper worked with Steyr to create his dream rifle in the late ’90s, which met with limited success. Recently, the concept has enjoyed a comeback.

Now you can find Ruger’s Gunsite Scout, Savage’s Scout, and several other rifles on the market that fit the bill. I wanted to know how the gun-store clerks of central Alabama, in the Valleyand-Ridge region, would react when asked about these somewhat obscure models. I

found Southern hospitality, some perplexed looks, and mostly enthusiasm about how to help me get my hands on my own Scout as soon as possible. STORE A

PERPLEXED ➤A

clerk in his 20s was

stocking shelves nearby and came right over to help me. I asked if they had any Scout rifles, and he looked perplexed. I explained they are a type of .308, and he proceeded to show me various rifles in .308, but no Scouts. It was a bit awkward. Like backing up at a dead end, we

discussed the .308 caliber, how it is a good long-range gun without the thump of a magnum. I figured I’d check one out, and he handed me a Remington 783. The gun had a trigger lock on it, and I asked for it to be removed to try the trigger. Nope. Verboten. I asked him which guns or calibers have been popular lately, and he said in the last year there seemed to be more interest in .308, but .30/06 remains the most popular because of its versatility. He seemed to enjoy talking about guns and offered to show me more bolt-actions from the 200 or so new rifles and shotguns on display. But without any Scouts, and without any offer to order one, I went away disappointed. STORE B

➤ This locally owned store was chock-full of about 500 new long guns, lots of accessories, ammo, and fishing tackle. It sure looked like they moved a lot of merchandise. It was not a very big store, but it was a maze of outdoor gear, like what I imagine heaven will be like. Would they have a Scout among hundreds of guns and all these products? I was helped right away, in a friendly Southern manner. The clerk knew of Ruger’s Scout, but they did not have one on hand. He told me they could

26 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

PIXEL PUSHERS

GEAR MAZE

order one and have it for me in three days. He handed me off to a guy with a laptop who looked at a few of the other Scout guns online. He said he could get a Savage, a Ruger, and Mossberg’s quasiScout, the MVP Patrol, but he could not order me a Steyr Scout for some reason. He gave me reasonable prices and offered to order right then, even though I had not told him about which specific model I was interested in. Helpful, but I got the feeling he was thinking, This guy doesn’t know what he wants. Bye y’all! STORE C

EERILY EMPTY ➤ This big-box store was

eerily empty. It was early afternoon and midweek—

likely not the busiest of times—but there were far more clerks than customers. I walked to the gun counter and was delighted to see so many guns. I scanned the racks, looking for the tell-tale large mags and short, thick barrels. I spotted several Scouts among the more than 500 new long guns. A gaggle of clerks stood near the counter, and apparently they thought I wanted to be left alone for a few minutes. I waited about five minutes for a hand. I asked if they had any Scout rifles, and to my surprise, the man beelined to the Ruger section and handed me one of the four Gunsite Scout rifles. It had a blued barrel and a laminate stock, and all the things Cooper would’ve liked. It was beauti-

ful. I asked how long the barrel was, and he sent someone to get a tape measure to be sure (16 inches). They also had a second rifle just like the first, but for lefties. Two others were similar but had stainless 16 ½-inch barrels. The clerk handled the gun as if he had one himself, but when I asked how to remove the bolt, he pulled the tab, whereupon the heavy bolt slid out and crashed to glass counter. Maybe he wasn’t so familiar with this model after all. STORE D

SOMETHING SIMILAR ➤ This spacious old downtown store has wooden floors and lots of whitetail mounts on the wall. About 175 new

guns were displayed. I had called ahead and was told they had something similar to a Scout rifle, but when I arrived, there were no similar guns. The clerk helped me right away and told me they did not have what I was looking for but could order anything. That was a little frustrating. I wondered if it was an oversight or bait-andswitch to get me to step into the lair. As I looked at what they did have, I was told another clerk, who was on a computer and phone, would help me. I was less than enthused and wanted to leave, but I allowed him to look up various Scouts online. We narrowed down my preferences to three specific models, and he gave me a reasonable price for each.

How’d They Do? Customer Service STORE

STORE

Product Knowledge

Product Availability

The clerk was helpful and appeared to enjoy the diversion of talking guns over stocking shelves.

Unfortunately, the clerk was not aware of a Scout rifle style, though he knew the benefits of the .308-caliber.

no stars No Scout rifles displayed; no offer to order one either.

Quickly helped by a clerk, who was patient and interested in my needs.

Knew of Ruger Scout, but not of other Scout guns. Looked them up online.

Offered to order any and have it for me in three days.

Excellent. Not pushy, but let me look a bit. Then he asked if I needed help.

The clerk knew about Scouts in general, and about their specs—in general.

Four Scouts, all Rugers, on display. More than 500 other new rifles and shotguns.

Good. Was helped courteously and asked if I had any more questions.

They didn’t seem to know much about the rifle style but went online to get info.

Could have ordered three brands—Ruger, Savage, or Steyr—and receive any within a few days.

SCORING SYSTEM: Outstanding:

Very Good:

Average:

Winner: STORE

The clerk knew a good bit about the Scout, and I was pleased to actually get my hands on one. If I were to buy a Scout in eastern Alabama, this is where I would go. Gander Mountain 540 E. Meighan Blvd., Gadsden, AL 35903 256-399-4371 gander mountain.com

Fair:

Poor:

FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 27

PHOTO CREDIT

PA G E

PA G E FEB./MAR. 2016

Glass Gets

New riflescopes go long (or short), the better to suit the individual needs of the customer. In addition, binos and red-dot sights come on strong

PHOTO CREDIT

By R o b er t S a do w s k i

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BSA Designed for serious hunters, the Prevo line of riflescopes comes in four models, all of which feature 30/30 reticles.

The influence of 3-Gun shooting has affected all sectors of the industry, including optics. This year, there are numerous compact, low- to medium-power riflescope options for those 3-Gun customers who have a need for speed. Going long is also a continuing trend, with plenty of long-range scopes with huge tubes and gaping objectives at all price points vying to fill your customers’ interest in long-range shooting. Red-dots continue to be popular, with brands offering all types of sights for all classes of firearms platforms. Here’s a look at some of the players in optics and the new gear they have to offer.

AIM Sports The 2–6x32mm is a variablepower medium-range tactical scope with a side-mounted red-laser module. The 4x32mm tactical riflescope

features a tri-illuminated rapid-ranging reticle designed for MSR platforms and calibrated to the ballistics of the .223 Rem. A simple yet durable fixed-power

3x36mm tactical scope features a tri-illuminated reticle. For hunters, the 3–9x40mm scope features a one-inch tube and covered low-profile turrets. Locking turrets are now available on the XPF line of riflescopes. (aimsportsinc.com)

BSA The Prevo hunting scope line is designed for the diehard hunter. Models include the PV3–9x40mm (SRP: $69.95), PV3.5–10x50mm (SRP: $79.95), PV4–16x44mm (SRP: $104.95), and PV6–24x44mm (SRP: $109.95), all of which feature a 30/30 reticle. (bsaoptics.com)

Bushnell The Bluetooth-enabled Elite 1-Mile rangefinder uses CONX technology to provide a shooter with customized holdover and wind data.

Bushnell The military-grade Elite 1-Mile laser rangefinder with CONX technology (SRP: $819.95) provides instant customized holdover and windhold data at the press of a button. The unit features Bluetooth connectivity, with a smartphone app that allows users to select or enter custom ballistic curves. It also offers an Applied Ballistics mode that connects with CONX-compatible Kestrel devices. (bushnell.com)

Carson A 10x42mm full-size binocular has been added to the 3D/ ED Series and features HD

PA G E FEB./MAR. 2016

coating, ED glass, and Mossy Oak Break-Up Infinity finish body armor. (carson.com)

Celestron Adding to the Trailseeker series of spotting scopes are three new models: a 65mm (SRP: $238.95, straight; $249.95, angled), 80mm (SRP: $309.95, straight; $319.95, angled), and 100mm (SRP: $489.95, straight; $499.95, angled). Features include a rubber-armored housing that is water- and fogproof. Adaptors for the iPhone 5/5S, 6, and 6+ offer an exact fit for any phone and eyepiece combination. (celestron.com)

C-More Systems Your 3-Gun customers will like the C3 1â&#x20AC;&#x201C;6x24mm (SRP: $1,999) riflescope for the MSR platform. Features include lockable target turrets, with elevation zero stop and an illuminated reticle that is calibrated for a .223 Rem. 55-grain bullet. The Lazer Point MTL-OS is a tiny laser sight for Glock pistols that magnetically attaches over the rear sight. It can be removed or installed in seconds with no tools. (cmore.com)

Crimson Trace The LinQ system (SRP: $500) is a laser/light unit designed for the MSR platform that uses Bluetooth-like technology in a pistol grip to control a tactical light/laser module without cables or touch pads. Ambidextrous buttons on the pistol grip allow the user to operate the

laser/light module, which can also be removed from the MSR and used on another firearm. The Carry 9 Program (SRP: $249, red; $319, green) packages a Blade-Tech Klipt Ambi IWB concealed-carry holster with a Crimson Trace laser sight for either a Smith & Wesson M&P Shield or Glock G43 pistol. Using Shock Stop technology for red and green laser grips (SRP: $319, red;

$399, green) on S&W J-Frame round-butt revolvers helps reduce felt recoil. New Master Series 1911 laser grips include aggressive textured aluminum and faux ivory models. (crimson trace.com)

FLIR The compact Scout III comes in three thermal resolutions: 240x180, 320x256, or

640x512 pixels (SRP starts at $1,899), and is the latest generation of handheld thermal devices. Units can detect and display the body heat of animals, people, or objects up to 1,200 yards away in total darkness, and now feature refresh rates of 30Hz or 60Hz, depending on model. The Scout TK (SRP: $500) thermal handheld camera is designed for campers, hikers, and hunters. (flir.com)

Carson A 10x42mm full-size binocular is now part of the 3D/ED Series. It features HD coating for improved light transmission, ED glass, and Mossy Oak Break-Up Infinity finish body armor.

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32 pistols, shotguns, MSRs, bolt-action rifles, and even blackpowder rifles. The affordable Rex 8x42mm (SPR: $169.99) binocular uses a silver coating on the prisms for improved light transmission. (konuspro.

Hartman Ltd. Hartman is a new player in the red-dot optic space and is debuting the MH1 Red Dot Reflex Sight (SRP: $650), an advanced tactical sight with the largest (compared to other similar devices) field of view through the sight. It is waterproof up to 20 feet and night-visioncompatible. It also features ambidextrous activation buttons and a sleep mode. (hartman-il.com)

Hi-Lux Optics Debuting is a line of 34mm tube and first-focal-plane scopes. First-focal-plane models include the compact CMR8 1–8x34mm (SRP: $799) and the PentaLux 4–20x50mm (SRP: $599). The 34mm tube models include the CMR8 1-8x34mm and the longrange Vanquisher 6–26x50mm (SRP: $499), as well as the BMG scope and a Uni-Dial series 5–30x56mm (SRP: $599) with 34mm tube and customizable ballistic

com)

Laser Genetics The powerful NS-300 Subzero series features two models—NS300-SZ (SRP: $339.95) and NS300x40-SZ (SRP: $389.95)—with a focusable 520mm green laser that can paint targets out to 500 yards. (lasergenetics.

Celestron The Trailseeker spotting scope line consists of three models that utilize a rubber-armored housing that is waterproof and fogproof.

turrets. (hi-luxoptics.com)

Konus USA The economical Pro M30 riflescopes are redesigned to provide clearer views for long shots in low-light conditions. Two models include a 2.5–10x50mm (SRP: $219.99)

com)

LaserMax and a 3–12x56mm (SRP: $249.99). Both use an engraved 30/30 reticle with dual illumination. The upgraded SightPro DP (SRP: $79.99) red-dot sight offers 1X power for close-range shooting and a 2X powerbooster attachment for medium range. It works on

AIM Sports The 2–6x32mm is a variable-power medium-range tactical scope with a side-mounted red-laser module.

The Spartan Laser series (SRP: $99, red; $149, green) features a mounting system designed specifically for handgun accessory rails, with ambidextrous activation and automatic shutoff after 10 minutes. (lasermax.com)

Leapers/UTG The 8X T8 Series 2–16x44mm MRC (MultiRange Combat & Competition) riflescope (SRP: $399.97) is set up for close-, medium-, and longrange distances. Three reticle options include a mildot, circle dot, and a reticle for airgunners. The 3.9-inch Open Reflex Sight (SRP: $199.97) is built for MSRs and offers a large field of view, a Picatinny mount, and dual red and green illuminated circle-dot or dotreticle options. The 6-inch ITA Red/Green CQB Dot Sight (SRP: $74.97) offers 1X

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magnification in either a T-dot or dot-reticle option.

Flir The compact Scout III handheld device

(leapers.com)

is available in three thermal resolutions. It has been designed to detect and display the body heat of animals, people, or objects as far away as 1,200 yards.

Leica The ER 5 series of riflescopes includes six new models—a 1–5x24mm, 1.5– 8x32mm, 2–10x50mm, 3–15x56mm, 4–20x50mm, and 5–25x56 mm (SRP: $749 to $1,429). The ER line features extended 5:1 zoom ratios, 4-inch eye relief, and .25 MOA turret adjustments. The Geovid HD-R 42 laser rangefinding binocular comes in two models—an 8x42mm (SRP: $2,599) and 10x42mm (SRP: $2,649)— and features an open-bridge design and accurate ranging from 10 to more than 2,000 yards. Effective Horizontal Range (EHR) technology provides precise shooting solutions based upon distance and angles within .2 second of pressing the activation button. (us.leicacamera.com)

Leupold Designed and assembled in the U.S., the new VX-3i hunting scope line (SRP: $499.99 to $1,249.99) features the Twilight Max lightmanagement system, which balances light across the visible spectrum for a brighter, crisper image. Scopes are equipped with an easy-toturn power selector, with bold, tactile power indicators and a dual springadjustment system that provides match-grade accuracy adjustments while maintaining its in-the-field ruggedness. The BX-3 Mojave Pro Guide HD binocular line has

Lasermax The Spartan Laser series features a mounting system specifically designed to fit handgun accessory rails.

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Hartman ltd. The MH1 Red-Dot Reflex Sight is waterproof up to 20 feet and night-vision-compatible.

two 50mm models—a 10x50mm ($774.99 to $819.99) and 12x50mm ($839.99 to $874.99)—that offer a 15 percent increase in field of view. The openbridge design is durable but light in weight. Available in Kryptek Typhon and Kryptek Highlander camo patterns or black. Bowhunting customers take note: The Vendetta 2 (SRP: $439.99) bow-mounted laser rangefinder now has a faster software package and improved mounting system, and it can be used on a crossbow. Leupold’s built-in True Ballistic Range (TBR) calculator automatically compensates for shot angle, delivering the correct incline-adjusted range instantly. (leupold.com)

Z-Plex, BDC, McWhorter HV, and Windmax 8. The MeoPro HD binocular series now includes the MeoPro 8x56mm HD (SRP: $1,034.99), designed for low light with a large objective lens, advanced fluoride highdefinition optics, and MeoBright multi-coated lenses. (meoptasports optics.com)

Meprolight The Sting (SRP: $1,557) dualwavelength laser pointer incorporates two lasers—visible and infrared—in one unit. Features include single zeroing, high- and low-power options, and color-coded LED indicators for visible or infrared modes. Available to LE and military personnel only. (themakogroup.com)

Lucid

Hi-Lux The CMR8 1–8x34mm is a compact first-focal-plane scope designed for tactical use. The one-piece high-strength aluminum tube ensures durability in the field.

The P7 4X optic (SRP: $435) offers fast-targeting with a ballistic MOA holdover reticle. The 19-ounce unit runs up to 2,500 hours on a single AA battery, and is waterproof, shockproof, and fogproof. (mylucidgear.com)

Meopta USA

laser genetics The powerful NS-300 Subzero series features two models—NS300-SZ (SRP: $339.95) and NS300x40-SZ (SRP: $389.95)—with a focusable 520mm green laser that can paint targets out to 500 yards.

The one-inch-tube MeoPro line now has two additional models—a 6.5–20x50mm and 6.5–20x50mm HTR (SRP: $1,092.49 to $1,149.99, depending on model and reticle). The scopes are designed for long-range hunting and precision shooting, and feature a powerful magnification range and side-turret parallax adjustment, and are available with four different reticle options, depending on the model:

Minox The new ZX5 line of riflescopes features four models—a 1–5x24mm, 2–10x50mm, 3–15x56mm, and 5–26x56mm (SRP: $499.99 to $749.99, depending on model and reticle). Features include a 30mm tube, with or without an illuminated BDC or Plex reticle, and 5X magnification. (minox.com/usa)

NcSTAR The VISM Reflex Sight with Green Laser (SRP: $119.99) is a compact sight system that combines a red reflex sight and green laser. Both the dot sight and laser are controlled by a push-button control panel and powered by a single CR123A battery. The sight provides a 1/3 co-witness

PA G E FEB./MAR. 2016

Minox The ZX5 scope line now encompasses four models. Features include a 30mm tube, with or without an illuminated BDC or Plex reticle, and 5X magnification.

with BUIS. (ncstar.com)

Nightforce Optics The SHV 4–14x50 F1 (SRP: $1,250) scope is Nightforce’s first first-focal-plane reticle scope and latest addition to the SHV line. The scope features illuminated reticle options, side parallax adjustment, and .25 MOA or .1 MilRadian adjustments with 90 MOA of elevation and 70 MOA windage. (night forceoptics.com)

Nikon There are six new riflescopes equipped with BDC Distance Lock. In the Monarch 3 series, there are a 3–12x42mm (SRP: $549.95), a 4–16x42mm (SRP: $579.95), and a 4–16x50mm (SRP: $629.95). In the Prostaff series, there are a 3.5–

14x40mm (SRP: $359.95), a 3.5–14x50mm (SRP: $459.95), and a 4.5–18x40mm (SRP: $459.95). The new BDC Distance Lock function keeps everything in the first focal plane, which allows the riflescope to maintain its scale and distance proportions on a target throughout the entire zoom range. (nikon sportoptics.com)

Rudolph Optics The Hunter H1 3–9x40mm (SRP: $294.95) scope is designed for medium and long distances in centerfire and rimfire calibers, and features a D1 reticle. The Varmint Hunter VH 4–16x50mm (SRP: $1,095) scope features a T3 reticle, efficient light transmission, a wide magnification range, and long eye relief. The Tactical T1 6–24x50mm

ncstar The VISM Reflex Sight with Green Laser is a compact sight system that combines a red reflex sight and green laser. Both the dot sight and laser are controlled by a push-button control panel.

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Nightforce The latest addition to the highly regarded SHV line is the SHV 4–14x50mm scope, the manufacturer’s first first-focal-plane scope. It features illuminated reticle options, side parallax adjustment, and .25 MOA or .1 Mil-Radians adjustments. (SRP: $1,295) scope comes equipped with a T3 reticle calibrated in true .25 MOA values at 20X magnification and can be re-indexed to zero after sighting in. (rudolphoptics.com)

SIG SAUER

Sig Sauer The compact fixed-power prism-designed Bravo series of red-dot battle sights are built specifically for shooters who use MSRs.

SIG has gone all in with a complete line of optics for 2016. All of SIG’s riflescopes feature one custom SBT (SIG Ballistic Turret) elevation dial calibrated to your customer’s ballistics and environmental conditions. TANGO6 6X zoom premium riflescopes were designed for a wide range of uses, from closequarter battle and long-range shooting to 3-Gun and dangerous-game hunting. Models include a compact 1–6x42mm, 2–12x40mm, 3–18x44mm,

and a long-range 5–30x56mm (SRP: $1,749.99 to $2,999.99). These scopes come with the HDX optical system, HellFire fiber optic, and glass-etched illuminated reticles, first- or second-focal-plane designs, and zero stop turrets. With a 4:1 zoom and first-focal-plane design, the TANGO4 riflescope line is intended for midto long-range shooting. Models offered include a 1–4x24mm, 3–12x42mm, 4–16x44mm, and 6–24x50mm (SRP: $749.99 to $1,249.99), all with illuminated glass reticles, 30mm tube, and ZeroLock turrets. The WHISKEY-5 series of 5X power riflescopes were designed for traditional hunting rifle and MSR platforms. Models include a 1–5x20mm, 2–10x42mm, 2.4–12x56mm, 3–15x44mm, 3–15x52mm, and

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5–25x52mm (SRP: $874.99 to $1,624.99). WHISKEY-3 scopes feature low-dispersion glass, a rugged chassis, capped turrets, and one custom SBT elevation dial. Models include a 2–7x32mm, 3–9x40mm, 3–9x50mm, 4–12x40mm, and 4–12x50mm (SRP: $229.99 to $374.99). The prism-design BRAVO series of red-dot battle sights are designed for MSR shooters. These fixed-power sights include a BRAVO3 3x30mm (SRP: $437.49) and a BRAVO5 5x30mm (SRP: $499.99), which are compact and offer 10 levels of illumination intensity. The BRAVO4 (SRP: $1,624.99) features a 53-foot field of view at 100 yards versus the standard 37 feet. The red-dot and reflex sight ROMEO series can fill most customers’ pistol, shotgun, and rifle needs. The miniature ROMEO1 reflex sight (SRP: $374.99 to $437.49, depending on mounting system) is designed to fit most popular pistols; it co-witnesses with iron sights on SIG pistols with machined slides. Manual brightness controls use SIG’s MOTAC (Motion Activated Illumination) system, which remembers your last setting after powering off. The larger ROMEO3 reflex sight (SRP: $474.99 to $499.99) is designed for MSR rifles, shotguns, carbines, submachine guns, and full-size handguns. ROMEO4s are tube-style red-dots (SRP: $474.99 to $499.99) in four different models that offer Picatinny and KeyMod mounts, combo solar/battery power, and have either a 2 MOA dot or 65 MOA circle/2 MOA dot reticle options. The ROMEO7 (SRP: $374.99) is a full-size 1X red-dot sight designed for MSR platforms.

The KILO2000 rangefinder (SRP $624.99) updates four times a second in HyperScan mode with LightWave DSP technology that is fast and accurate, and can range reflective targets at 3,400 yards, trees at 1,500 yards, and deer at 1,200 yards. The built-in inclinometer calculates range for angled shots. The rugged roof prism ZULU binocular line combines high-quality glass, Spectracoat lenses, and Abbe-Konig prisms for brightness, contrast, and crisp resolution. ZULU3 models include a compact 8x32mm (SRP: $312.49) and 10x32mm (SRP: $337.49), the single-hinge ZULU5 8x42mm and 10x42mm, the open-hinge ZULU7 8x42mm (SRP: $849.99) and 10x42mm (SRP $912.49), and the ZULU9 9x45mm (SRP: $1,437.49) and 11x45mm (SRP: $1,499.99).

steiner The HX line benefits from new coatings and is designed for comfort during scouting trips.

(sigsauer.com)

Steiner The new HX series of binoculars is designed for comfort during extended scouting and uses new lens coatings for better light transmission. These roof prism binoculars include four models: 8x42mm (SRP: $919.99), 10x42mm (SRP: $999.99), 10x56mm (SRP: $1,499.99), and 15x56mm. (steiner-optics. com)

Swarovski The X5(i) riflescope series was developed with the long-range shooter and hunter in mind. The two models are a 3.5– 18x50mm (SRP: $3,432 to $3,666, depending on reticle) and a 5–25x56mm (SRP: $3,666 to $3,888, depending on reti-

nikon The Monarch 3 series will be equipped with BDC Distance Lock, which keeps everything in the first focal plane.

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38 cle). The scopes have up to 116 MOA of elevation adjustment inside the 30mm tube body and a 5X zoom range. The improved EL binocular family has six new models, including an 8x32mm (SRP: $2,443), 10x32mm (SRP: $2,554), 8.5x42mm (SRP: $2,832), 10x42mm (SRP: $2,888), 10x50mm (SRP: $3,110), and 12x50mm (SRP: $3,188). The line features SWAROVISION technology and the FieldPro package, which enhances binocular comfort and ease of use. (swarovskioptik.com)

Trijicon The Miniature Rifle Optic, or MRO (SRP: $579 without mount, $629 with mount), red-dot features a large objective lens and shortened optical length to eliminate the tube effect common with many tube red-dot sights. Comes equipped with a 2 MOA dot aiming point. (trijicon.com)

TRUGLO The TRU-BRITE 30 compact rifle series includes a 1–4x24mm and 1–6x24mm (SRP: $184 to $270) that feature an illuminated reticle and two pre-calibrated BDC turrets for .223 Rem. and .308 Win. The compact ultralight TRU TEC 20mm (SRP: $221) tactical red-dot sight offers a 2 MOA reticle and unlimited eye relief. The larger TRU TEC 30MM reddot (SRP: $368) offers a larger tube. (truglo.com)

U.S. Optics The design of the ER-23 3–23x50mm riflescope was

FEB./MAR. 2016

based upon requests from military, LE, and competitive shooters. The scope is compact to accommodate night vision and features locking turrets. Reticle options include the MIL GAP and the Horus H59. (usoptics.com)

Swarovski The EL bino family has been upgraded and now boasts six new models.

Vortex The Diamondback binocular line has been redesigned with eight new models: 8x28mm, 8x32mm, 8x42mm, 10x28mm, 10x32mm, 10x42mm, 10x50mm, and 12x50mm (SRP: $189 to $319). Features include a short-hinge design and rubber-armored housing. (vortexoptics.com)

Zeiss The all-new Victory V8 illuminated riflescope line includes a 1–8x30mm (SRP: $2,888.99), 1.8–14x50mm (SRP: $3,333.32), 2.8– 20x56mm (SRP: $3,888.88), and 4.8–35x60mm (SRP: $4,111.10). Select models include the bullet-drop compensator ASV system, which uses nine engraved rings to allow shooters to match the appropriate ring to their specified long-range ballistics. The pocket-size Terra ED 8x25mm (SRP: $299.99) and 10x25mm (SRP: $329.99) binoculars are lightweight and compact, weighing just 10.9 ounces. The Terra ED 32mm binoculars, in 8x32mm (SRP: $411.10) and 10x32mm (SRP: $444.43), are now equipped with an exclusive Under Armour bino harness that features durable, thick hypalon attachments, solid metal hardware, and adjustable elastic straps. (zeiss.com)

Zeiss The pocket-size Terra ED bino, now available in four models, weighs only 10.9 ounces.

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SHOTGUNS FOR WOMEN FEBRUARY/MARCH 2016

Whether specially designed or cut to fit, woman-sized

SHOTGUNS FOR WOMEN FEBRUARY/MARCH 2016

smoothbores should be part of your inventory By Phil Bourjaily

Anne Mauro, a competitive shooter and shotgun coach, helped make sure that Syren shotguns fit women properly.

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SHOTGUNS FOR WOMEN FEBRUARY/MARCH 2016 Syren

Shotguns

SYREN IS THE FIRST COMPANY in the industry to sell only guns with stocks designed specifically for women. A spinoff of Caesar Guerini and Fabarm USA, Syren takes guns from each line and gives them stocks designed to fit women. The line of guns is made up of target and hunting semi-autos and O/Us. The Syren stock features a shorter length of pull to accommodate women’s generally shorter stature; a Monte Carlo comb, because women’s necks are longer than men’s; more cast, and a toe that angles out to protect tender breast tissue; and a grip designed so smaller hands can reach the trigger. The Syren waterfowler—a 3-inch 12-gauge camo semi-auto—makes a good choice as an all-around hunting gun and is especially well-suited to waterfowl,

PHOTO CREDIT

Syren shotgun vice president Anne Mauro, who is now a competitive sporting clays shooter and shotgun coach, says that when she started shooting as an adult, she didn’t own a shotgun. “All the club’s rental guns were too long for me,” she says. “I had to take the recoil pads off to be able to shoot them.” The flat wooden butt digging into her shoulder on every shot left Mauro beaten and bruised after each lesson, but she was hooked. “I would drive home icing my shoulder, but I couldn’t wait to come back the next week to shoot again.” Not many women—or men, for that matter— would put up with a hobby that caused that much pain. Men don’t have to, because shotguns are stocked to fit them comfortably. But women have trouble finding suitable guns. As more and more women try shotgun shooting, you, as a retailer, can help them find guns that fit and don’t hurt.

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43 dove, and turkey hunting. SRP: $1,995. The ELOS O/U comes in both steel and lightweight alloy-framed versions in 20- or 28-gauge for upland hunting. The ELOS Venti Light, with an alloy receiver, weighs just 5¾ pounds and lists for $2,995. (To see the rest of the line, go to syrenusa.com.)

Other

Options

in 12- and 20-gauge. Winchester’s Super X3 comes in a “compact” model in 12- and 20-gauge, and Benelli offers a short-stocked 12-gauge version of its excellent M2.

Fitting

ALTHOUGH SYREN SHOTGUNS are the only line with stocks completely designed for women, many manufacturers sell ladies/ youth models that have shorter stocks that present a good option for some women. Many petite women find youth-model 20-gauges fit them fairly well. For those who would like to move up to a 12-gauge for waterfowl, turkeys, and targets, there is the Browning Micro Midas line, which consists of shorter-stocked pumps, semi-autos, and O/Us

Syren shotguns have stocks with a shorter length of pull, Monte Carlo combs, and grips that fit smaller hands.

Women

YOU CAN LEARN TO take an offthe-shelf shotgun and fit it to a female customer. It doesn’t require all the resources of a gunsmith shop to cut stocks and fit pads—you just need to be handy with a saw and a grinder. Fitting a gun also gives you the chance to make secondary sales of recoil pads, spacers, and buttplates. Softer recoil pads, like the KickEez or Pachmayr Decelerator, are a great addition to any gun, and for women you’ll want models without a sharp toe. You can also easily install angled spacers to change the gun’s pitch—the angle of the butt in relation to the barrels—which can help a stock better fit a woman’s chest. A lot of female shooters find an adjustable buttpad really helps make a gun more comfortable. Models like those made by Jones or Graco allow the shooter to lower the pad, which can help women with long necks comfortably cheek the stock. Those buttplates also rotate so you can turn the toe of the pad out to prevent it from digging into the shooter’s breast. If you can take a gun off the rack and turn it into a woman’s model, you’ll win customers that will come back for ammunition, pouches, glasses, vests, and, someday, more guns.

PHOTO CREDIT

Ammunition LOW-RECOILING ammunition makes shooting enjoyable for newcomers—and that’s not just for women. Many shops stock little more than the standard 1 1∕8-ounce 12-gauge target loads or the fast 1,325 fps 1-ounce loads, either of which deliver too much kick and more than enough pattern density at close ranges. The 7∕8-ounce 1,200 fps target loads offered in 12-gauge by Federal and Rio are good alternatives. Lighter still are Winchester Feathers, a quiet, subsonic load available in 12and 20-gauge. Fiocchi’s 20-gauge ¾-ounce Trainers are another great choice for beginners. With the exception of the 7∕8-ounce Federal and Rio, all of this ammunition costs a little more than the cheapest target loads, so be prepared to explain why it’s a good idea to pay a little more for less recoil.

GOOD STUFF

B Y W. H . G R O S S

Turkey Trio Aging hunters often require a change of gear— and what they get is ideal for kids too 2 3

I 1

have been chasing gobblers for more than 35 years, but lately, in a concession to age, I’ve had to make some changes to stay in the game. First, I downsized from a heavy 12-gauge shotgun to a lightweight 20-gauge; second, I upgraded to quality decoys; and, third, I now spend more time hunting from a blind than running and gunning. Surprisingly, all three changes—shotgun, decoys, and blind—result in equipment that’s appropriate for younger hunters as well.

Mossberg 500 Super Bantam Turkey Shotgun

are several advantages to hunting turkeys with a 20-gauge versus a 12, the most important being less weight. Twenty-gauge shotguns are also more compact, usually having shorter barrels. As a result, they are a great shotgun choice not only for seniors, but also for getting kids started turkey hunting. Some models, such as the Mossberg 500 Super Bantam Turkey pumpaction shotgun I purchased, even come standard with a one-inch spacer built into the synthetic, camouflaged stock. My plan is to continue hunting with this 20-gauge until my grandsons are old enough to begin turkey hunting. Then it will be a simple process, with the aid of an Allen wrench, to remove the spacer and shorten the stock. As the boys grow, I’ll replace the spacer when the added stock

➤ There

length is needed once again. As with kids, some women will benefit from a 20-gauge. Many women simply don’t have the upper body strength required to hold a heavy 12-gauge in position for the extended time it takes some reluctant gobblers to finally stroll within gun range. Although using a 20-gauge may not totally solve the problem, it will help, as will adding a shooting support stick. If you are looking to buy your significant other a new turkey gun, a 20-gauge usually costs less than a comparable 12, and the ammunition is priced lower, too. Weighing just 5.25 pounds, this Mossberg shotgun is designed specifically for younger/smaller shooters, but is more than capable of taking toms. Using 3-inch shells and limiting my range to about 30 yards, I killed the first four turkeys I shot at using this gun. Adjustable fiber-optic open

44 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

sights come standard, as does an Extra-Full choke tube. SRP: $496. (mossberg.com)

Ameristep Doghouse Ground Blind

➤ Priced

at just $80, I thought this popular blind wouldn’t last long, but after leaving it set up in the woods for more than a month each spring for the past several years, it’s still completely functional. Though the camo fabric is a bit sun-faded now, the zippers on the door and six windows all continue to work smoothly. The blind is about the right size for two adult hunters, and in a pinch you can also squeeze in a kid. At 66 inches in height, it’s not tall enough for most adults to fully stand in, but that’s not a deal breaker. The outer material is 150-denier DuraShell nylon, which is both weatherproof

and wear-resistant. The blind collapses and folds into a backpack carrier; also included are stakes and high-wind tiedowns. (ameristep.com)

Avian-X Turkey Decoys

➤ Priced

from $80 for a single bird to $180 for a hen-jake combo, these are not inexpensive turkey decoys. But they are worth every penny because of their unmatched realism. Last spring I had a hen and two jakes walk silently into my three-decoy spread and hang out for more than an hour without wising up. The decoys are collapsible (made of Dura-Rubber, a material similar to that of a basketball) and come with a drawstring carry bag (olive drab) and a one-piece folding stake. The plastic stake is a little flimsy, so I replaced it with a metal rod. (avian-x.com)

IntroducIng the gordon SyStem the only true technIcal revolutIon In ShotShell hullS.

• Up to 20% recoil reduction • Shock absorbing hull

Gordon System The only true technical revolution in the history of the case, which has been transformed from a passive component into a crucial element for creating just the right feeling between the shooter and the cartridge, attenuating the recoil effect thanks to its compression. Gordon case, unique in the image and in the function, acts like a SHOCK ABSORBER. The use of Gordon System case shotshells, allow the shooter, during long shooting session, to be less affected by the recoil effect.” Gordon System case creates the right feeling between the shooter and the cartridge, attenuating the recoil effect thanks to its compression.

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W H AT ’ S S E L L I N G W H E R E

West

Guy’s OR Good Guns, Medford

Sitting just across the California border, this 2,000-square-foot store specializes in home defense while keeping an average of 400 firearms in stock. Handgun sales are steady, with Smith Shields, Ruger LC9s, and Taurus PT111s getting equal attention at the counter. “Our sales to women have steadily increased, and there is no doubt that having a female salesperson will make a difference,” said counter salesperson Laura Gillian. Sales of modern sporting rifles have been very brisk. Smith Sports and Ruger 15s have sold the best.

Oly’s Gun WA Shop, Mount Vernon

This small family-run shop keeps more than 100 used firearms in stock. Incoming new

guns are mainly custom orders for its customers. Handguns continue to be the lion’s share of this dealer’s turns. SIG P238s and Ruger LC9s and LCRs are seeing the most action. Although uppers and lowers from Rock River dominate this retailer’s MSR inventory, DPMS and Ruger 556s are the most active sellers for complete gun assemblies. “MSRs continue to grow with our mostly hunting clientele. Almost every one of my customers is building an MSR,” said owner Brian Olson. Bolt-action rifle orders are up, too. Weatherby Vanguards and Remington 700 varmint grades in .243 and .223 (along with a few .30/06s) are popular choices. Ammunition inventories are generally good, except for .22 Mag., which continues to be in short supply.

AZ Sprague’s Sports, Yuma

Specializing in law-enforcement and military sales, this large southern Arizona independent has seen its MSR sales rise sharply in the last 60 days. The store is selling five per day, mostly models from Daniel Defense, Ruger, and FN. “The traffic in MSRs is strong, and we don’t see demand falling until the end of the election,” said manager Chad Converse. Handgun sales have been heavily slanted toward Glock, mainly 43s and 42s. Even 19s have been difficult to keep in stock. On the ammo side, .22 Mag. ammo has been hard to find and is preventing the sales of guns in that caliber. “Customers get really uncomfortable when we tell them there is no way to predict when we’ll have a steady supply,” said Converse.

Midwest City Guns, KS Bull Alton

Located on Highway 24 in northcentral Kansas, this large independent keeps more than 3,500 firearms in stock with floor space of nearly 10,000 square feet. Handgun sales still rule at this retailer, which has moved high numbers of Kimber 1911s, Smith 686s, Ruger LC9s, and several FNS-9 compacts. A few sporting clay guns are also selling, and waterfowl guns— Benelli Super Black Eagle II and Beretta 400 Extremes—are moving, too. “Winter used to be all handguns. However, a late goose season has helped move shotguns now,” said owner Brice Ballard. MSR sales remain brisk, and some recent weekends have seen 10 rifles a day go out the door. Top sellers remain Smith Sport 15s and DPMS Oracles.

46 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

Top Gun MO Shooting Sports, Arnold

Located in South St. Louis County, this store keeps more than 700 guns in inventory while operating a National Shooting Sports Foundation–certified five-star range. Handguns are moving exceptionally well at this location, with an even mix of Glock 43s, Ruger LC9s, and Smith Shields all turning numbers daily. “We have made a serious investment in our state-of-the-art range. That combined with having 120 handguns on hand to try at the range closes several sales every day,” said guns manager Rowdy Enderle. MSRs are in high demand, turning an average of four to six per day, which presents the challenge of keeping enough in inventory. DPMS Oracles and Smith Sports

are pulling the best numbers.

Western Trail NE Sports, Scottsbluff

With more than 1,000 firearms in stock, this large western Nebraska independent also inventories a full line of general sporting goods for both fishing and camping. MSRs are turning about three per week. Most sales are CMMG and Rock River. Handgun sales are strong; H&K VP9s and Smith Shields and M&Ps are all selling well. “We’ve seen a real surge with senior citizens looking to conceal carry. They seem to already own a handgun but find them too large,” said owner Bruce Rollins. In shotguns, the store is moving a few Stoeger M3500s and Condors. Some bolt-actions are still selling, mostly Model 70s and Vanguards.

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

East

Gun NY A&K Sales, Corfu

Using the old town post office, this 2,400-square-foot storefront keeps an average of 700 guns in stock. This retailer services all of the firearms it sells. Sales of MSRs are inching up slowly as manufacturers adapt to new, complex state laws regarding this platform. Pistol sales are steady, and though inventories of Glock 43s are challenging, owner Ken Wahl reports that most other models have been easily available. Anything 1911 continues to stay in demand, but at the same time consumer interest in LCRs and LCPs is falling. Bolt-action varmint guns are slowly crossing the counter. Here, Weatherby Vanguards and Savage package XP Trophies mostly in .223

are selling quite well, according to Wahl.

Bob’s Unpainted Furniture and Gun Exchange, Darien In business for more than 50 years, the retailer specializes in handguns, reloading supplies, and unfinished Amish furniture. It has 500 firearms in stock. Concealed-carry handguns have been hot lately; Smith Shields and Glock 43s are all seeing fast turns. Demand for high-grade 1911s has never been better. Ammo stocks are not ideal, but improving. “We can get most of what we need, but not what we want,” said counter salesman Hunter Tassitano. Long rifles are starting to move, with a few Remington 700s and Savage BMags in .17 HMR.

South GA Googe’s, Hazlehurst

Located in southeast Georgia, this rural general sporting goods, gas station, and meat supply store stocks 250 used and new guns. Winter is all handguns for this retailer, with turns dedicated to Glock 43s, Ruger LCPs, and Taurus 686 revolvers. “Winter is handgun time until March, when we’ll start to sell a few turkey guns,” said partner Ray Googe. With .22 ammo stocks in better shape than they’ve been for the last two years, Ruger 10/22s and Browning Mark II pistols are turning at a higher pace than usual.

Final Flight TN Outfitters, Union City

Resting on the eastern edge of the Mississippi flyway, this western Tennessee retail store

has more than 25,000 square feet of retail floor space and averages sales of more than 1 million pounds of steel shotgun shells annually. Waterfowl season is winding down, but shotguns are still attracting plenty of attention. Beretta 400 Extremes and Browning A5s are still turning daily. “Our shotgun sales are year-round,” said gun department manager Billy Hazelwood. Handguns continue to move steadily, with SIG 938s and Smith Shields in the top spots. When asked about ammo stocks, Hazelwood said, “The guys at Vista Outdoor have really stepped up to the plate and filled our needs.” Sales of MSRs are turning at about four a day. SIG 516s and M&P Sports hold the top spots. Sales of varmint bolt-action guns are steady as well.

& Howe, NJ Griffin Bernardsville

Keeping 900 firearms on display in its New Jersey store, this retailer specializes in high-end shotguns and rifles. Its custom facility produces Griffin & Howe–branded rifles and shotguns. Skeet and clay guns are hot right now, with B. Rizzinis and Blaser F3s making daily turns. Other notable sellers include Beretta Silver Pigeon 686s and Perazzis. “While shotgunning plays a strong role in our retail mix, longrange rifle shooting is our primary growth at the retail level. We opened a 1,200-yard shooting range just one hour from Manhattan,” said president Guy Bignell. Hunting rifles are starting to move, and the store is seeing turns of Dakota Arms, Ruger Precisions, and Blasers.

Nagel’s Gun TX Shop, San Antonio

This shop had its beginnings in Robert Nagel’s garage back in the 1940s. It has since grown to one of the larger independent gun shops in the state of Texas. Handguns are especially hot this winter, with steady turns of Glock Gen 4s, Smith Shields, and Springfield XD Mod 2s. “Handgun sales may be the best we have seen for this time of the year. Texas recently enacted an open carry law. That, combined with the current political climate, has kept our counter hot,” said counter salesman Gilbert Trevino. MSR sales are still brisk, with up to four a day crossing the counter. Smith Sport IIs lead the pack. Other quick movers include homedefense pumps shotguns from Mossberg and Remington.

FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 47

Good Guns. Good People. GOod Times.

(Continued from page 50)

The newest, coolest, best destination for shooters. The Silent Stalker from Redneck blinds looks like a hay bale and will hold three adults. The high ceiling lets hunters stand to shoot.

excellent low-recoil cartridge. Texas Armament & Technology (TxAT), a veteran-owned business, is the exclusive distributor of Aguila Ammunition in the U.S. and Canada. (aguila.com)

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Redneck Blinds ➤ With

room to stand and shoot a bow, and the crossbar located directly below each horizontal window makes a perfect gun rest when combined with the Redneck Window Gun Rest Bag. In addition, the highly functional Redneck Blind Gear Console can be mounted inside to store gear, snacks, and drinks. The Silent Stalker has an open floor and can be used on the ground or mounted to Redneck’s new 6-foot heavy-duty portable blind stand. SRP: $399.

its spacious 6x6-foot interior, there’s plenty of room for up to three adults or two adults and two children to hunt comfortably in the Silent Stalker— (redneckblinds.com) whether with a bow, gun, or crossbow. It sports a heavy-duty, double-stitched, 600-denier flame-retardant camouflage Zippo cover, and the double-zipper design allows ➤ Zippo is expanding its best-selling line the windows to be opened to any configuof reusable handwarmers with the addiration for maximum visibility while maintion of a new six-hour version. taining the highest level of conLike its 12-hour counterpart, cealment. The blind also feathe new handwarmer fits easitures a heavy-duty powderly into a pocket while providcoated steel frame that will ing consistent and odorless withstand high winds and heat. Generating 35 percent heavy snow loads. Simply put: more heat than traditional disThis blind will take anything posable handwarmers, the you and Mother Nature can 6-Hour Hand Warmer works throw at it. best for stand hunters who The blind has been designed repair to camp for a midday in an octagonal shape to allow break. for the placement of four Like the rest of the Zippo 10x46-inch vertical windows The 6-Hour Hand line of handwarmers, the and three 14x30-inch horizonWarmer fits easily 6-hour version is flameless and tal windows. The 77-inch-high into a pocket. convenient to use over and ceiling gives hunters plenty of

NEW PRODUCTS over. The warmer takes advantage of a new Easy-Fill Technology, which allows users to fill the product in seconds with either Zippo Hand Warmer Fuel or Zippo Lighter Fluid. A flat base keeps the 6-Hour Hand Warmer upright during refueling, reducing the chances of spillage. Once activated, the heater is placed into the included fleece warming bag. SRP: $19.95. (zippo.com)

Umarex ➤ The

Brodax revolver is not a traditional replica firearm; it more closely resembles something you’d see in a video game or science-fiction movie. Nevertheless, its physical style is quite attractive. Vented ports are positioned atop the barrel housing with a top-rear Picatinny rail, ready for a dot sight. Located below the barrel, another Picatinny rail is ready for a laser or flashlight. Polymer-framed with internal metal parts, including the trigger and hammer, the Brodax’s external sleek lines and curves give it great balance. Like other recent introductions from Umarex, the CO2 capsule is concealed in the grip frame, and a hex tool for tightening the capsule is integrated into the grip plate to prevent misplacement. The safety is also cleverly placed on top of the grip behind the hammer, with a low profile so that it does not distract from the revolver’s appearance. Loading this handgun is easy—a rotary magazine slides out from behind the cylinder and holds 10 steel BBs. The Brodax revolver will shoot BBs in the neighborhood of 375 fps. SRP: $44.95. (umarexusa.com)

Tetra Gun Care

water-based solution that is generally harmless to non-metal parts, including wood, rubber, polymer, and composite materials. The product is also nonflammable and biodegradable, and will be available in different package types, including pre-saturated cotton patches, 2-fluid-ounce containers for small parts cleaning, and larger 8-ounce containers. A foaming bore cleaner in aerosol form is also available. SRP: $9.99.

Vertx

tactical clothing began by designing high-performance tactical pants for the federal government. Since then, the product line has expanded to include comfortable, durable, and functional pants, shirts, and outerwear. New for 2016 is the Vertx Delta Stretch Pants, which offer a casual, four-pocket look with functional design details—knife notch pockets, leather(tetraguncare.com) trimmed tool pockets, and hidden credential flaps to safeguard valuables. The pants (98 percent cotton and 2 percent spandex) Montana Decoy also feature articulated knees for ➤ Known for its photo-realistic, increased mobility, and a gusseted lightweight decoys, Montana crotch provides freedom of Decoy is introducing the movement. SRP: $89.95. Fantastic 29x29-inch gobbler Vertx is also introducing a decoy that folds down into Delivery Messenger Bag an 11x11-inch 12-ounce ($289.95) that provides lowpackage for easy carry and profile concealment for two storage in a turkey vest. A dourifles as well as a Professional ble-sided image with feather cuts Garment Bag ($289.95) that holds on the fan edges and HD apparel, but also allows The Fantastic decoy printing help give the decoy rapid deployment of rifles from Montana Decoy a realistic look. SRP: $44.99. up to 28 inches in length. (montanadecoy.com)

➤ Vertx

looks realistic.

(vertx.com)

COMING SOON. FOR SMITH & WESSON M&P SHIELD

➤ Tetra’s Gun Carbon Cleaner has been specially formulated to eliminate carbon buildup from metal surfaces on firearms, including modern sporting rifles. The ammonia-free formula lifts carbon-fouling residue from surfaces so that gun metal is properly primed for bore conditioning with Tetra Gun Grease and Tetra Gun Lubricant. Tetra Gun Carbon Cleaner is a

Laserguard® Pro™ is taking Standard Equipment to the next level. Combining a Red Laser Sight and 150-Lumen LED White Light with Crimson Trace patented Instinctive Activation™.

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PHOTO BY JUSTIN APPENZELLER

Aguila Ammunition

Aguila, the largest ammunition manufacturer in Latin America, is bringing its innovative line of shotshells to the United States. Recent offerings include a competition line for skeet, trap, and sporting clays, as well as an exclusive pigeon load. The line includes Nos. 7 ½, 8, and 9 shot in standard and high velocities. Aguila also is the only manufacturer in the market to produce the Minishell. The unique 1 ¾-inch 12-gauge Minishell uses 2 ½ drams of powder and is available in 7 ½ shot (1,175 fps), slug (1,250 fps), and buckshot (1,200 fps). The Minishell works best with over/under shotguns and is an

PHOTO CREDIT

(Continued on page 48)

50 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

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