SHOT Business -- June / July 2013

NSSF

VOLUME 21, NUMBER 4 JUNE/JULY 2013

M o re m o r e co m p a c t , d r i v i v e r s a t i l e m o r e co n n — v p r o d g f o r ce s t h o s e a e n i e n t , re t h behi uct d n e c a te e go r y v e lo p m d n e w ent i this n the ye a r LE Page 30

ALSO IN

FIRING LINE: Smith & Wesson’s compact M&P Shield is truly a chip of the old block PG. 26

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THIS ISSUE

GOOD STUFF: Nature’s ultimate performance fiber is tailor-made for biggame hunters PG. 52

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S H OT B U S I N ES S

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J U N E /J U LY 2 0 1 3

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CONTENTS

VOL. 21, ISSUE 4

Departments 28

2

EDITOR’S NOTE New

5

NEWS BRIEFS Duff sweeps Steel Nationals; Arsenal’s new muzzle brake; Leupold, Aimpoint win military contract; Otis certified for defense orgs

24 26

FYI Selling in spite of product shortages

28

UNDERCOVER SHOPPER Concealed

30

Features

30

LAW ENFORCEMENT 2013 The constantly evolving tactical market

44

WHAT WOMEN WANT Women are a fast-growing segment of the gun-buying public. Some female shooters explain how to make sure they have a good experience at your store. BY BARBARA BAIRD

is streamlining its products, making them lighter and tighter—more convenient and more versatile. Here’s your guide to the new cutting edge. BY CHRIS CHRISTIAN

NSSF Update 17

FROM THE NSSF A three-

pronged effort to keep guns out of the wrong hands

18

SHOT SHOW ENTERS IBP

18

STEEL TARGET DISCOUNT

International Buyer Program to boost foreign participation at SHOT Show

MGM and Action Targets offer discounts for Ruger Rimfire Challenge

48 52 56

19

HUNTING APPROVAL SOARS Public support

20 21

NSSF DELIVERS VALUE

22

customers require new attitudes

reaches 78 percent

FIRING LINE The M&P

Shield, kid brother to the Smith M&P

carry for women shooters in Sioux Falls WHAT’S SELLING WHERE GOOD STUFF Wool: nature’s performance fiber NEW PRODUCTS

Kimber’s Rimfire Compact Conversion Kit, Traditions’ training loads, Browning’s A-Bolt III rifle, and more

YOU SHOULD KNOW The problem with universal background checks RETAILER TOOLBOX

Mastering key financial ratios for your business

56

JUNE/JULY 2013 ❚ SHOT BUSINESS ❚ 1

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editor’s note

nSSf

No Girls Allowed?

shooting, hunting & outdoor trade

SLaton L. White, editor

New customers require new attitudes

B

ack when I was a young tyke, my “gang” (all four of us) built a tree house in a nearby woods. It was our Fortress of Solitude, from which we planned such daring endeavors as building a dam across a small creek and crawling though a newly installed storm sewer (just because it was there). But our first task was to erect a sign that stated, unequivocally, “No Girls Allowed.”

For years, the shooting sports industry had its own version of this sign on the gate. It was rare indeed to see women hunters or shooters, and those who had the temerity to invade our turf were not exactly welcomed with open arms.

Well, times change. Women shooters and hunters are now a much-welcome presence in our industry. Unfortunately, some retailers have been slow in getting the message, as contributing editor Barbara Baird reports in “What Women Want” (page 44). As she notes, a recent NSSF survey of firearms retailers found that 73 percent of the respondents said they had seen an increase in women customers between 2010 and 2011. That’s really good news.

The bad news is that many retailers aren’t doing a very good job connecting with women shooters. I recall a conversation with a woman hunter who said that when she and her husband walked into a gun store to purchase a big-game rifle for her, the counterman never even made eye contact with her. When her husband reminded the salesman that the rifle was for his wife, the clerk immediately recommended a .22 because “ladies have a hard time with recoil.” This, to a woman who was already an experienced biggame hunter.

Baird’s research turned up a couple of disconcerting behaviors, the most important of which is that many men behind the counter assume that the woman standing in front of him knows absolutely noth-

Margaret M. nussey, Managing Editor David e. Petzal, Shooting Editor David Maccar, Assistant Editor Maribel Martin, Senior Administrative Assistant James a. Walsh, Art Director Judith Weber, Production Manager Contributing eDitorS

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

eriC ZinCZenko, executive Vice President aDVertiSing: 212-779-5316

gregory D. gatto, Publisher Paula iwanski, National Sporting Goods Director brian Peterson, West katie Logan, Sporting Goods Sales John Driscoll, Vice President, Corporate Sales elizabeth a. burnham, Chief Marketing Officer ingrid reslmaier, Marketing Design Director

buSineSS oPerationS

tara bisciello, Business Manager

ConSuMer Marketing

robert M. Cohn, Consumer Marketing Director raymond Ward, Senior Planning Manager barbara brooker, Fulfillment Manager

ManufaCturing

Laurel kurnides, Group Production Director Stefanie La bella, Associate Production Director

bonnier

Chairman, Jonas Bonnier Chief executive officer, Dave Freygang executive Vice President, Eric Zinczenko Chief Content officer, David Ritchie Chief financial officer, Randall Koubek Chief brand Development officer, Sean Holzman Vice President, Consumer Marketing, Bruce Miller Vice President, Production, Lisa Earlywine Vice President, Corporate Communications, Dean Turcol general Counsel, Jeremy Thompson

ing about firearms. When you take that stance, your response is bound to be viewed as condescending. I say it’s ignorant. Even if you believe the customer is relatively inexperienced, why would you go out of your way to demean her? It makes no business sense whatsoever.

So, to the big question: What do women want? They want to be treated like any other customer.

That means your staff should greet them promptly, answer their questions, and help them select the product that best meets their needs. In other words, good old-fashioned customer service. Is that such a hard concept to grasp? Women shooters are a force to be reckoned with. Deal with it. Your wallet will thank you.

Slaton L. White, Editor

SHOT Business (ISSn 1081-8618) is published 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 21, issue 4. Copyright © 2013 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, selfaddressed 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 call 386-246-0188 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 422494, Palm Coast, Fl 32142-2494.

2 ❚ Shot BuSineSS ❚ june/july 2013

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Open The DOOr TO new Faces An introduction to shooting

Haven’t held a First Shots event yet at your range?

Already held a First Shots event at your range?

2nd Round — Moving Forward

An introduction to shooting

Help introduce frst-time shooters in your community to frearms safety and the shooting sports — and grow your business in the process.

The National Shooting Sports Foundation is here to help with your event. We’ll provide assistance with:

Bring those new shooters back for a

• Co-op Advertising • Targets • Ammunition

• Did they try shotgun shooting Give them an intro to skeet this time.

• Did they try handgun shooting Give them an intro to steel targets.

• Reference Guide • Presentation Materials

Schedule a seminar at nssf.org/frstshots

Second Round. This new segment of the First Shots program gives those newly introduced shooters a chance to try one of the shooting sports in a friendly and fun environment.

Interested? Contact tjuett@nssf.org

www.nssF.Org/FirsTshOTs

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R ED D OT S I GH TS

R A N GEF I N D ER S

B I N OC U L A R S

R I F L ES C OP ES

S P OT T I N G S C OP ES

The last thing your customers expect from you is backpedaling and passing the buck. Give them all the performance and value they deserve with a full line of quality sports optics that get the job done — “No Excuses.” For the latest Redfield® riflescopes, binoculars, spotters, and rangefinders, contact your Redfield representative. ©2013 A Brand of Leupold & Stevens, Inc.

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REDFIELD.COM

3/5/13 11:00 AM

e d i t e d b y d av i d m a c c a r

Bits & Pieces

news briefs news

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promotions

Walther Arms Selects Callis as Agency of Record

Walther Arms has selected Callis Integrated Marketing as its advertising agency of record.

With the recently formed team at the company’s new base of operations in Fort Smith, Arkansas, Walther is poised to significantly increase sales and marketing efforts in the United States.

Safariland Group Acquires Arveka TGS UAB Assets

The Safariland Group—through UAB Safariland International, a wholly owned subsidiary of Safariland LLC—has acquired certain body armor and personal protection equipment assets from Arveka TGS UAB. Arveka TGS, a design and manufacturing operation that produces protective products and equipment primarily for law enforcement and military customers, was founded in July 2010.

awards

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outreach

Jessie Duff, captain of the Taurus shooting team, won four titles in the Ladies division.

In Sights Nutrition Enlists Gallup Media Marketing

In Sights Nutrition, manufacturers of nutritional wildlife attractants and supplements, has selected Gallup Media Marketing as its agency of record. Gallup Media Marketing will support all media services, public relations, and creative direction for the company. The firm handled In Sights’ earlier rebranding initiative.

In Sights Nutrition is a U.S.– based company dedicated to the science and development of wildlife attractants and supplements that are all-natural, nutritious, and highly palatable.

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Duff Sweeps 2013 Steel Nationals for 7th Ladies Master

T

aurus firearms has extended congratulations to pro shooter Jessie Duff on her season opener wins at the 2013 Steel Nationals in Titusville, Florida. Ever-changing weather conditions challenged Duff as she went on to capture her seventh consecutive Ladies Steel Master.

This win marks Jessie’s fifth clean sweep across all the Ladies divisions, including .22 Open, Limited, Open, and Steel Master.

“The Steel Challenge Nationals usually mark the beginning of my shooting season, and I really wanted to kick it off with a successful weekend,” Duff says. “I’m very excited to have won first place in all of my divisions and hope to continue to be successful throughout the season.”

Duff, the captain of Taurus’ shooting team, competes in all three divisions every year, so she is eligible for the difficult-toThis product is from sustainably managed forests and controlled sources.

earn Steel Master title, which requires training with three different pistols.

“Steel Challenge is such an exciting sport because it is all about speed! It’s something any-level shooter can compete in, but you can also watch the world’s fastest shooters at the same time,” Duff says. “In Limited class, I shot my Taurus 1911 single stack and was extremely pleased with its overall performance.

When I go to a match, I need all of my equipment to be the best so all I have to do is focus on my shooting. With my Taurus, I know I can do just that!”

“Words can’t express how proud Taurus is of Jessie’s performance both on and off the range. She is not only the team captain of Taurus; she is also an ambassador for the shooting industry,” said Mark Kresser, Taurus president and CEO. “She exemplifies our family, our culture, and our future as a role model for the next generation of shooting competitors and gun owners.”

Duff says the support means a lot. “It was like having my very own cheerleading squad. That keeps me motivated.” june/july 2013 ❚ SHot BuSineSS ❚ 5

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NEWS BRIEFS

Arsenal Redesigns SLR106UR Muzzle Brake Zeiss Debuts new Ballistic Calculator Carl Zeiss Sports Optics has launched a new online ballistic calculator. The redesigned system virtually eliminates the guesswork for hunters and sport shooting enthusiasts alike. The user-friendly, intuitive Zeiss Ballistic Calculator was developed by a team of experienced ballistics engineers and promises to help shooters of all levels. It’s programmed specifically to complement the newly designed Rapid-Z, RZ-6, and RZ-8 ballistic reticles.

The new calculator allows users to pick their exact Zeiss riflescope with ballistic reticle from a drop-down menu. The user also has the ability to select factory or hand-load data as well as environmental variables, and then the system will calculate and display the optimum magnification setting.

The result: Distant yardages now coincide with the Zeiss ballistic reticle subtensions.

The system allows the user to adjust standard settings for altitude, temperature, and incline angle, as well as advanced settings for muzzle velocity, sight height above bore, and sight-in distance. A new convenient print/save option for field reference is also available.

“It’s the most accurate and simplistic system in the industry designed by hunters for hunters,” says company president Mike Jensen. For more information, visit zeiss.com/sports.

In an effort to allow greater ease and comfort in shooting, Arsenal Inc. has redesigned the muzzle brake for the SLR106UR semi-automatic pistol. The new style will lessen the impact of felt recoil and provide a more enjoyable experience for sportsmen and shooting enthusiasts, regardless of size or stature.

This redesign makes Arsenal’s muzzle brake among the most efficient offered by the firearms industry and stays in line

with the company’s long history of quality products.

The SLR-106UR, imported from Arsenal of Bulgaria, is a 5.56 NATOcaliber, stamped receiver, with an 8½ inch chrome-lined, hammer-forged barrel. The pistol is also outfitted with a scope rail and black polymer furniture. Packaged with both a 5- and 20-round magazine, the pistol also ships with a sling, an oil bottle, and a cleaning kit.

ADDITIONAL SLR-106UR SPECIFICATIONS: CALiBeR: 5.56 x 45 mm (.223) totAL LenGtH : 506 mm (20 in.)

BARReL LenGtH: 216 mm (8½ in.)

RiFLinG: 6 grooves tWiSt RAte: 1 in 178 mm (7 in.)

WeiGHt WitHout MAGAZine: 2.49 kg (5.5 lbs.)

MuZZLe VeLoCitY: 910 m/s (2,985 fps) ReAR SiGHt RAnGe: 500 m (547 yds.)

new Look for Covey Rise Covey Rise LLC has unveiled a new magazine format in celebration of the 10th anniversary of its recently acquired title, Covey Rise.

The original Covey Rise was founded in 2003 by the late Kim Price of Alexander City, Alabama. Price had been a member of the boards of directors for Pheasants Forever and its sister organization, Quail Forever, where he championed conservation efforts that focused on his beloved game bird, the bobwhite quail. To take his efforts to the next level, Price founded and published Covey Rise, a monthly newsletter, with the goal of connecting conservation groups and hunt-

ers. Price published the newsletter until he passed away unexpectedly in 2011.

Inspired by his tireless efforts and friendship, John Thames and Kelly Waldrop were determined to keep Price’s legacy alive. In 2012, Thames bought the exclusive publishing rights to the established brand name.

Thames and Waldrop then

relaunched Covey Rise magazine as a lifestyle publication devoted to all aspects of upland bird hunting.

“The new Covey Rise magazine is a 75 percent content to 25 percent advertising model that celebrates all facets of the upland hunting life,” Thames says. “We’ll focus on a wider variety of favorite game birds. Bird hunters by and large are traditionalists, and we know that they’ll savor the new Covey Rise. Selling print magazine subscriptions in this digital age won’t be easy, but we’re more than prepared for the challenge.” For more info, e-mail kelly@coveyrise magazine.com.

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We stepped up our production lines so there is no waiting to get the products you need. And we are running a bold new ad campaign to drive customers to your sales counter.

Check out the new Walther. A great brand is now even better. And that means more profits for you.

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NEWS BRIEFS

Camillus Promotes Lines to New Markets

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Camillus, one of the country’s oldest knife manufacturers, and Winstanley Partners, a marketing, interactive and public relations firm based in Lenox, Massachusetts, have partnered to promote the company’s hunting, fishing, sporting, and tactical knives to new and expanding markets.

The collaboration marks Camillus’ first relationship with a marketing firm since the brand was purchased by Acme United/ Clauss Tools in 2007, and will focus on both reinforcing and introducing the brand to key audiences, including outdoor enthusiasts, campers, adventure travelers, and others.

The company currently offers an expanded product line that includes folding, fixed, and replaceableblade knives. It’s also home to the Les Stroud Signature knife line, YelloJaket pocket knives, a

Camillus is working with Winstanley Partners to market its knives.

revival of the well-known Western knife line, and select products from Camillus’ former collection, such as an updated version of the Cuda—a folding knife with a onehand-opening mechanism.

Ralph Frisina, vice president and creative director of Winstanley Partners,

said the relationship the agency has entered into with Camillus is in line with both its strengths and interests, and will include brand development, public relations, and social media.

“Our upcoming projects will call on several different areas of expertise, from brand-building to social media to targeted advertising,” he said, noting that Winstanley Partners has had a presence in the outdoor and sporting markets for more than 25 years. It has worked with clients that include Spalding, Heritage Kayaks, and Pelican Products, for which the agency produced a multiplatform campaign to launch the Pelican ProGear line of rugged-use cases.

“We’re very excited about this partnership,” said Frisma, “and especially about the opportunity to get to know the Camillus brand inside and out.”

Umarex USA Announces 2012 Sales Awards Umarex USA, a market leader in the airgun industry, has announced the recipients of three sales awards for 2012. Ferguson Keller, which covers the states of Minnesota, Wisconsin, Illinois, Indiana, Michigan, and Ohio, was named Sales Rep Group of the Year.

“We see a true team sales approach with Ferguson Keller,” said Richard Turner, vice president of sales and marketing at Umarex. “No matter who has ultimate responsibility for an account, the Ferguson Keller team is always there to help each other out.”

Clay Owens, of Tim Bailey & Associates, was named 2012 Dealer/ Distributor Sales Rep of the Year.

“Clay is a tireless worker and really

provides outstanding service to his customers,” said Turner. “Clay focuses on building the foundation not only to ‘win’ today but to ‘win’ in the future as well, and his customers really appreciate his work ethic and focus.”

Kevin Roberson, of Schooler & Associates, was named Key Account Sales Rep of the Year.

“Kevin’s attention to detail and follow-up has gained the respect not only of Umarex but also his peers throughout the industry.

Kevin has proven to be a valuable asset to the Umarex team, bringing with him a great deal of reliability, work ethic, and professionalism,” said Umarex sales manager Neil Dickinson, adding: “Kevin is as solid as they come. I’m sure glad he’s on our team.”

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Leupold and Aimpoint Awarded U.S. Military Optics Contracts Leupold optics will soon have a greater presence on U.S. military firearms. The company was recently awarded a contract from the U.S. Navy for the Mark 6 3–18x44 riflescope and another from the U.S. Marine Corps for the Mark 8 1.1–8x24 CQBSS M5B1 Front Focal scope.

The Navy’s Surface Warfare Center, Crane Division, awarded Leupold and Aimpoint five-year contracts for Enhanced Combat Optical Sight-Optimized (ECOS-O) systems. Leupold’s $42.8 million contract calls for the longtime supplier of military optics to provide Mark 6 riflescopes as the base for the next generation of integrated optical aiming systems for modern small arms. Leupold will also provide Mark 6 Integrated Mounting Systems.

The project integrates the riflescope with Aimpoint’s Micro T-1 sight. Aimpoint received an $8.7 million contract for T-1

Leupold scopes will be paired with Aimpoint sights in a five-year military contract.

sights and mounting brackets. Once integrated, the system will be delivered to combat troops in the Army, Navy, Air Force, and Marine Corps.

The Marine Corps selected the Leupold Mark 8 for combat use by front-line Marines in the USMC Special Operations

Command (MARSOC). The Mark 8 CQBSS was put to the test in situations ranging from advanced sniper courses to combat operations in Afghanistan.

The adaptability and power range of the CQBSS quickly made it a favorite with the Marines at MARSOC. “I carry it on foot patrol, where I appreciate how quick and easy it is to change the scope power. Its versatility is unmatched,” says an undisclosed Marine sniper who carries a M110SASS K1 carbine with a Mark 8.

“This optic allows [users] to dial down their power and use the illuminated 5 MOA aiming circle as they would a reflex optic when shooting in close quarters or conducting aerial gunnery, and use the same optic to win precision engagements out to the maximum effective range of a 7.62 platform,” says Joseph Sroka, Force Modernization Officer, Marine Special Operations Regiment, MARSOC.

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NEWS BRIEFS

Miculeks Dominate With Mossberg 930 JM Pro Shotguns

IWI is ramping up production of its Tavor bullpup rifle; the first orders should be reaching distributors shortly.

IWI’s Tavor SAR Bullpup Rifles Begin Shipping IWI U.S., a subsidiary of Israel Weapon Industries, has commenced shipments of the long-awaited Tavor SAR bullpup rifles to the company’s distributors. Shipments have been carefully choreographed to arrive at approximately the same time to various distributors across the country. IWI will continue to ramp up production and shipping in the coming weeks. An assortment of black and FDE Tavor SAR rifles with 16.5-inch barrels, as well as several black, left-hand rifles, and a small quantity of the Tavor SAR IDF model, are among the initial product shipments.

The body of the Tavor SAR, specially designed for the U.S. market, is crafted from high-strength polymer, and will be offered in black or flat dark earth colors.

Features include full ambidextrous controls, removable 16.5-inch or 18-inch bar-

rels, cold-hammer-forged (CHF) CrMoV chrome-lined barrels with 1:7 twist, a fulllength top-mounted integral Picatinny rail, and another short rail forward at a 45-degree angle for mounting accessories.

A stock left-hand model with a 16.5inch barrel and an “IDF” model with integral MEPRO-21 reflex sight round out the product line. The Tavor SAR uses standard AR-15/M-16 magazines and can be easily field-stripped into sub-assemblies for routine maintenance. The standard caliber is 5.56 NATO (.223 Rem.), and conversion kits are available in 9mm Luger Parabellum and 5.45x39mm. SRP starts at $1,999.

IWI U.S. was established in 2012 in Harrisburg, Pennsylvania. IWI’s U.S. line includes several configurations of the Tavor SAR, as well as the UZI Pro Pistol.

Team Miculek began the 2013 3-Gun season with impressive wins for Jerry, Kay, and Lena at the Superstition Mountain Mystery 3-Gun Match, recently held in Mesa, Arizona. Jerry garnered two trophies, taking High Overall and High Senior in the Open division; Kay claimed the High Lady title in the Open division; and Lena finished second to her mother in High Lady and brought home a first-place title as High Junior in the Tactical Optics division. All three were shooting personalized versions of Jerry’s signature autoloader, the Mossberg 930 JM Pro Series.

After joining the Mossberg team in 2010, Jerry worked with Mossberg’s engineers to add design features to the versatile 930 autoloading platform to meet the demands of a competitive shooter, resulting in the introduction of his namesake series in 2012.

Performance-enhancing features include Mossberg’s extended tactical bolt handle; forend cut to facilitate faster reloads; an oversize safety button; and a protective barrel clamp for the extended mag tube. “Everyone expects a high level of competition during these matches, but with all three Miculeks shooting in the 3-Gun series, you can expect this family dynasty to dominate,” said Tom Taylor, Mossberg’s vice president of sales and marketing.

otis technology Certified for Defense orgs National Quality Assurance, U.S.A., has assessed and approved Otis Technology, registering it as an AS 9100:2009 certified facility. The AS 9100:2009 is a standard specifically for aviation, space, and defense organizations, and incorporates the ISO 9001:2008 quality standards as well.

Otis pursued the certification because of its status as a defense contractor and supplier of gun-

cleaning equipment to military and government agencies.

This standard helps organizations apply uniformity around their Quality Management System (QMS). This registration certifies that the QMS at Otis Technology in relation to the design, development, manufacture, and supply of gun-

cleaning equipment and accessories does indeed meet the ISO 9001:2008 and the AS 9001:2009 provisions.

It typically takes more than a year for companies to develop their QMS and prepare for certification. Otis Technology managed to complete that in less than six months. To ensure companies remain compliant

after certification, audits take place once a year.

“Becoming certified so quickly was a huge accomplishment for Otis, and it wouldn’t have been possible without the commitment of our entire organization,” said Harold Philbrick, Otis’ director of operations. “I applaud everyone’s efforts in achieving this feat.

Certification as an AS/ISO facility opens the door to many opportunities.”

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Aimpoint Gets Smart (phone)

Aimpoint, the originator and worldwide leader in electronic red-dot sighting technology, has launched a mobile version of Aimpoint.com.

“According to an IDC report, more users will access the Internet through mobile devices than through PCs or other wired devices by 2015. Western Europe and Japan will not be far behind the United States in following this trend,” said Kristi Drawe, Aimpoint’s director of marketing. “We want to ensure that our website is accessible to our customers at any time and from any place.”

Aimpoint’s new mobile website is easy to navigate and offers useful information to reach customers on the go. For example, the user can find the closest Aimpoint dealer based on his current location. Or if a customer is at a shooting range, helpful information such as zeroing or mounting the sight will be available.

Future applications are being developed to further improve customer support.

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NEWS BRIEFS

Nikon Debuts New Lightweight Fieldscope 9mm Pistol 4.52” Barrel Matte Black Oxide

Nikon Inc.— distributor of Nikon sports and recreational optics; Nikon 35mm cameras, digital cameras, speedlights, and accessories; Nikkor lenses and electronic imaging products—has unveiled the new Nikon Prostaff 3 Fieldscope.

The Prostaff 3 Fieldscope outfit combines quality optics in a compact, rugged package, making it an ideal takeanywhere spotting scope.

Waterproof and fogproof construction, fully multicoated optics, and an integral 16–48X zoom eyepiece promise versatility and performance.

Packaged as an outfit, with compact tripod and carry case, the Prostaff 3 Fieldscope is ready for the next outing.

The Prostaff 3 Fieldscope outfit can be close-focused to just 32.8

The new Nikon Prostaff 3 Fieldscope is available with a tripod and carry case.

feet, has a field of view at 1,000 yards of 120 feet at 16X, and an exit pupil of 3.8mm at 16X. It features 19mm of eye relief at 16X, making it a comfortable choice for people who wear glasses as well as those who do not. The scope is 12.3 inches long and weighs a mere 21.9 ounces. It is the first fieldscope that’s light enough to rival a binocular.

With fully multicoated optics, the Prostaff 3 Fieldscope provides bright,

high-contrast images in most lighting conditions.

The fieldscope is nitrogenfilled and O-ring-sealed so as to be fully waterproof and fogproof, and is rubber armored for shock resistance and a sure grip in wet or dry conditions.

The Prostaff 3 Fieldscope outfit retails for $329.95.

For more information on Nikon’s full line of riflescopes, binoculars, fieldscopes, and laser rangefinders, visit nikonhunting.com.

Kahr Arms Wins Lawsuit Against Diamondback Firearms

Model: BE9900 Three popular calibers available (9mm, .40 S&W, .45 ACP) Several barrel lengths available (Full Size, Semi-Compact, Compact)

A Kahr Arms Owned Company

®

www.magnumresearch.com

On Thursday, March 25, a jury in Florida found Diamondback Firearms guilty of patent infringement of Kahr Arms’ (Saeilo Inc.) patent number 5,502,914. The lawsuit, filed in 2011, asserted that Diamondback Firearms infringed upon the patent by incorporating Kahr’s exclusive cocking cam trigger system into its own firearms.

Currently, Kahr holds seven U.S. patents for its exclusive locking, firing, and extraction systems. The cocking cam trigger system employs a patented cam to both unlock the passive safety and

complete cocking and releasing of the firing pin. The system provides a “safe cam action” and a smooth double-action-only trigger stroke.

The cocking cam trigger system patent was granted to Kahr Arms founder Justin Moon on April 2, 1996. This design is found on all Kahr firearms.

The court’s ruling stated not only that Diamondback Firearms had infringed on Kahr’s patent with its product line, but also that the patent is valid and uniquely belongs to Kahr Arms. For more information, visit kahr.com.

www.facebook.com/KahrArms

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On the Move Recent promotions and hirings in the industry

Jason Evans

Weatherby has hired Jason Evans as vice president of sales and product development. Evans will oversee Weatherby’s sales programs, working closely with rep groups and key accounts.

Ronald Dan

Ronald Dan recently joined Chattanooga Shooting Supplies as a buyer. Based in Chattanooga, Dan is responsible for purchasing existing lines and product expansions. His specialty is in the tactical market.

LOCK, * STOCK AND BARREL.

J.J. Reich

J.J. Reich has been named the new PR specialist for ATK Sporting. Reich will be crafting and distributing company news and marketing messaging, and he will be the day-today contact for media members.

John Skrabo

Pradco Outdoor Brands has named John Skrabo VP of marketing. He is responsible for providing leadership in areas including brand management, marketing services, and e-commerce.

Taylor Nahrgang Taylor Nahrgang has joined Weatherby as its marketing, special projects coordinator. An active rodeo cowboy, Nahrgang will manage research projects, social media, and special events.

*Not recommended for cleaning wood stocks.

Introducing the Lyman Power ProTM, the largest, most powerful, (and reasonably priced) ultrasonic cleaning system — and the newest profit center in your store. With it’s huge, 34-inch heated tank and ten powerful industrial transducers, the Power ProTM easily and quickly cleans and lubricates your customer’s barreled actions, upper receivers and multiple handguns with ease while they browse around the store. Plug it in, drop in your customer’s firearm and Lyman’s specially formulated cleaning or lubricating solutions—and clean-up on sales. The Power ProTM is the newest addition to Lyman’s broad line of TurboSonicTM ultrasonic cleaning machines that kick out brass, gun parts, jewelry and just about any other metal item on your customer’s shooting bench. Lyman has a TurboSonicTM ultrasonic cleaner to fit the needs of any reloaderfrom occasional- to high-volume use.

THE SOLUTION TO GUN AND BRASS CLEANING —IS IN THE SOLUTION. Pair your ultrasonic cleaners with Lyman’s complete line of Turbo SonicTM cleaning and lubrication solutions specifically formulated for brass, stainless steel, and jewelry for use in any ultrasonic machine.

From high volume gallon containers—to the new, single-use Turbo Shots—there’s a TurboSonicTM cleaning solution for every cleaning and lubricating need!

Lyman

®

Brands That Perform

www.lymanproducts.com

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NEWS BRIEFS

Browning is launching a High Grade line with two classic Citori shotguns, including this 12-gauge Grade V 725 with high-relief engraving and 22-lpi checkering,

Browning, New and Classic For 2013, Browning is adding a new 12-gauge model to the Citori lineup. The Citori 725 Feather combines a lightweight alloy receiver with a durable steel breech face and hinge pin for added strength. With a 28-inch barrel length, the 725 Feather weighs just 6 pounds 9 ounces.

The low-profile receiver design of the Citori 725 Feather features a silver nitride finish and accented, high-relief engraving.

The Fire Lite Mechanical Trigger system offers a light pull and, unlike an inertia trigger, does not need recoil to set up the next shot. The stock and forearm are made from Grade II/III walnut with a rich gloss oil finish.

To ensure a consistent shot pattern, the Citori 725 Feather includes the Vector Pro lengthened forcing cones and Invector-DS choke tubes. For reduced felt recoil, it is fitted with an Inflex II recoil pad. The 725 Feather is chambered for 3-inch shells and is available with 26- or 28-inch barrels. SRP is $2,649.99.

Browning is also introducing a new High Grade program, adding two firearms to the line each year. These limited editions will include additional engraving, gold accents, high-grade wood, and other features that separate them from standard models. Kicking off the program are two Citori 725 models—a Grade III and Grade V, both in 12-gauge, with 26- or 28-inch barrel lengths.

The new Grade III 725 receiver has a silver-nitride finish and features high-relief engraving of pheasants and mallards, with a dog on the bottom. The stock and forearm feature Grade III/IV walnut with a gloss finish and sharp 20-lpi checkering.

SRP is $3,729.99.

The Grade V 725 High Grade receiver features full coverage, high-relief engraving with gold-enhanced pheasants and mallards. The stock and forearm feature Grade V/VI walnut with pronounced 22-lpi checkering. The Grade V also comes with a High Grade Canvas/Crazy Horse Leather gun case. SRP is $5,599.99.

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b y b I L L b R a S S a R d , N S S F S R . d I R e C t O R , C O M M u N I C at I O N S

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from tHe nSSf

Keeping Guns Out of the Wrong Hands NSSF is making a three-pronged efort

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etailers think about it prior to every firearm sale, and gun owners should be thinking about it on a regular basis. The thought? The prevention of unauthorized access to firearms, which is one way to reduce violence in our society without infringing on Second Amendment rights.

Working to keep guns out of the wrong hands is so important to our industry that the National Shooting Sports Foundation has made it a multimilliondollar, three-program priority. This trident of initiatives is made up of Project ChildSafe, FixNICS, and Don’t Lie for the Other Guy. Each in its own way helps deter accidents, theft, and the misuse of firearms.

As the leading organization promoting firearms safety and responsibility, NSSF launched Project ChildSafe in 2003 spe-

gun owners, and to educating gun owners about responsible firearms handling and storage. With this effort, NSSF will continue to be the leading voice in the nation on firearms safety. True success with this campaign, however, relies on the participation of responsible firearms owners at the local level. Our ProjectChildSafe.org website has tips and information to help gun owners prevent firearms accidents, secure firearms against theft and misuse, and educate families on proper firearms handling, storage, and safety.

Working to keep guns out of the wrong hands is so important to our industry that NSSF has made it a multimillion-dollar, three-program priority. cifically to both educate gun owners on their responsibility to keep their guns out of the wrong hands and provide the tools to help them do so. Through partnerships with law enforcement, NSSF has distributed more than 36 million free firearms safety kits and safety information to gun owners throughout the U.S. as part of this program. We’re proud to report that, between 2000 and 2010, fatal firearms accidents dropped 22 percent.

Firearms accidents now account for less than 1 percent of all fatal accidents in the United States.

This year, NSSF, in partnership with law enforcement agencies across the country, has committed $1 million to providing free firearms safety kits—including locks—to

Firearms accidents and terrible events like the Sandy Hook school shooting, and the tragic consequences they have on families and whole communities, should compel all of us to work even harder to promote and practice firearms safety.

Firearms retailers can play an important role in bringing the Project ChildSafe program to their communities by making local law enforcement departments— whether municipal police, sheriff ’s departments, or campus police—aware of the safety program. Retailers should consider partnering with law enforcement on community safety days, for example.

Another way to keep guns out of the wrong hands is to make sure the National Instant Criminal Background Check

System contains all records of persons prohibited from owning a firearm under current law. Background checks are only as good as the records in the database, and current NICS records are incomplete.

To correct this shortcoming, NSSF has launched FixNICS to encourage states not currently providing records related to mental incompetency and restraining orders to comply so that more accurate and complete background checks are conducted. Visit fixnics.org to find out how your state ranks in providing mental health records to NICS. The third prong in keeping guns out of the wrong hands is NSSF’s ongoing Don’t Lie for the Other Guy program, which helps educate firearms retailers on how to prevent illegal straw purchases and warns the public that it’s a crime to engage in such a transaction, punishable by a $250,000 fine and up to 10 years in jail.

NSSF encourages firearms retailers to request a Don’t Lie for the Other Guy Retailer Kit, which contains a staff-training video and store signs that warn potential straw purchasers that you’re on the alert for them. Learn more at dontlie.org.

NSSF’s three-pronged effort to keep guns out of the wrong hands will help our industry, gun owners, and communities to prevent firearms accidents, theft, and misuse. And it happens to be a solution to violence everyone can agree on.

Bill Brassard

NSSF Senior Director, Communications june/july 2013 ❚ SHot BuSineSS ❚ 17

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Shot Show Accepted into Department of Commerce Program

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he SHOT Show has been accepted into the International Buyer Program (IBP), administered by the U.S. Department of Commerce (DOC). Through the IBP, the SHOT Show, with support from DOC, will be able to optimally manage and facilitate matching international buyers with exhibiting U.S. companies.

The program offers DOC assistance on a variety of issues to aid show exhibitors and to attract international buyers. It will educate exhibitors on existing government export programs; provide export counsel assistance with the infringement of intellectual property rights (IPR); and educate on the Strategy

The U.S. Department of Commerce has accepted the SHOT Show into its International Buyer Program. This will increase the number of international buyers at future shows.

Targeting Organized Piracy (STOP!) program, on IPR protection measures during the show, and on means to protect

IPR in overseas markets.

In addition, IBP will provide marketing assistance and will develop a program to specifi-

cally promote individual and group attendance of the show, which may include competitive travel packages, travel and housing assistance to international buyers, organization of delegation trips and tours, and production of an Export Interest Directory of those U.S. firms exhibiting at the event.

Acceptance into this program is crucial to NSSF’s ongoing marketing efforts to increase the number of international buyers at the SHOT Show. SHOT Show exhibitors in 2014 should monitor the SHOT Show website and newsletters for more information on how they can utilize the benefits of the IBP program to increase their international business.

Action, MGM Continue target Discounts Soon after the National Shooting Sports Foundation announced a Steel Target Grant Program for shooting ranges that plan to begin or expand Ruger Rimfire Challenge target-shooting events, a flood of applications poured in, forcing the closure of new grant applications.

The submitted applications were for a total of 26 steel-target grant packages for targets suitable for indoor and outdoor target-shooting ranges, worth $30,000.

Despite the closure of the first round of grant applications, the two participating steel-target manufacturers are continuing their role in this program by offering substantial discounts to interested shooting facilities.

Action Target and MGM Targets are extending generous discounts on steel targets to NSSF member ranges that commit to hosting public Ruger Rimfire Challenge events.

Action Target and MGM Targets are extending discounts to NSSF members that commit to hosting a Ruger Rimfire Challenge.

“We recognize these targets can be expensive,” said Zach Snow, NSSF’s manager of shooting promotions. “Our goal in providing steel-target sets is to help both ranges and the program by growing the number of participants in the Ruger Rimfire Challenge.”

The Ruger Rimfire Challenge focuses on introducing people of all ages to the shooting sports in a

safe, supportive, and fun environment. The .22-caliber firearms and ammunition used in this friendly competition format are inexpensive and result in light recoil, making the program suitable for practically everyone. Participants in this popular nationwide program must use static steel targets.

The NSSF Steel Target Grant Program is open to any public or private shooting range that hosts public Ruger Rimfire Challenge events. The program is a cooperative effort between NSSF and the two target manufacturers.

For more information on the special discounts from Action Target and MGM Targets, and to be put on the mailing list for future announcements of target-grant programs, visit nssf.org/ranges/ steeltargets.

To learn more about the Ruger Rimfire Challenge, visit ruger.com/ micros/rugerRimfire.

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Public Approval of Hunting Highest Since 1995 A new survey shows that 79 percent of the American public approves of hunting, reports the National Shooting Sports Foundation.

This figure is the highest level of support for hunting since 1995, according to data compiled by Responsive Management, an independent research firm.

The nationwide

Public approval of hunting rose five points in the past year.

survey, conducted in February, showed that the public’s approval of hunting rose five points in the past

Kenney Named NSSF Vice President, HR and Administration The national Shooting Sports Foundation’s Board of Governors has named Deb Kenney as vice president, human resources and administration. Kenney, who joined nSSF in 1996, previously served as managing director of human resources.

“Deb’s strategic approach to talent acquisition and compensation and benefit management has been instrumental in our growth and success,” said nSSF president Steve Sanetti. “Deb also leads our IT strategy and development. We’re fortunate to have someone with her experience and skills in this role.”

year. Responsive Management is still reviewing the survey results to better understand why approval has

increased.

One thousand Americans 18 years of age or older were surveyed to achieve a sampling error of plus or minus 3.00 percentage points. More than half (52 percent) of those surveyed strongly approved of hunting. At the other end of the spectrum, 12 percent of Americans disapproved of hunting.

Safety education Material orders top 1 Million in First Quarter

D

emand for the National Shooting Sports Foundation’s safety and education materials skyrocketed in the first quarter of 2013, with more than 1 million safety literature items and safety DVDs having been ordered.

NSSF’s popular educational brochure, Firearms Safety Depends on You, received 684,026 orders, a 114 percent jump over the first quarter of 2012. Orders for another brochure, Firearms Responsibility in the Home, were up 45 percent in the first quarter—356,384 copies, compared with 246,570 in the first quarter of last year. Orders for NSSF’s firearms safety DVD compilation jumped 897 percent, with most of the 3,409 copies being requested by educators and child-care professionals.

NSSF provides a number of educational materials to help gun owners and non-owners make informed decisions when it comes to firearms safety. Learn more about these resources at nssf.org/safety.

$100,000 in Grants Available to Boy Scouts Councils

For the third year in a row, the National Shooting Sports Foundation will make available a total of $100,000 in challenge grants to encourage local Boy Scouts of America (BSA) Councils to develop or expand their activities in target shooting and marksmanship.

BSA Councils applying for a grant must specifically earmark funds for shooting-sports programs and provide matching funds at least equal to the grant request. NSSF will provide the first 50 qualifying applicants with up to $2,000 in matching support. Councils must use awarded funds toward the purchase of equipment and supplies from an NSSF member retailer, a list of which is available at nssf.org.

Examples of qualifying purchases are ammunition, eye and ear protection, firearms, targets, and shooting vests.

Grant guidelines can be seen at nssf.org/bsagrant. For more information, contact Melissa Schilling, NSSF director, recruitment and retention, at mschilling@nssf.org.

© 2013 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.

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U P D AT E

NSSF Delivers Value Pawnbrokers Appreciate Benefits of NSSF Membership

ONE MEMBER’S EXPERIENCE

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n important component of firearms retailers are Type 2 Federal Firearms Licensees, the pawnbrokers found across the United States. Pawnbrokers find strength and benefits in belonging to both the National Pawnbrokers Association (nationalpawnbrokers.org) and the National Shooting Sports Foundation. Last summer, at its annual convention, the NPA awarded NSSF its prestigious Industry Partner Award. Here, one pawnbroker, who holds an FFL, attests to the privileges of membership.

Member: Charles “Chuck” Williams, president Business: Chuck’s Gun & Pawn Shop Warner Robins, Georgia

Description of Business: “Chuck’s Gun & Pawn Shop has served Warner Robins, Georgia, for 23 years and employs 15 people. As both a pawnshop and a retail sporting goods establishment, the store covers 17,000 square feet, with 5,000 square feet dedicated to pawn and the remaining 12,000 to sporting goods retail sales. We are a longtime member of both NSSF and the National Pawnbrokers Association, and I serve on the NPA board of directors.”

Experience with NSSF benefits: “NSSF works hard to communicate with all of its constituents, including pawnbrokers. They keep the NPA informed of important legal and legislative issues. NSSF is the group that watches out for gun manufacturers and retailers—they defend our right to bear, and sell, arms. I’ve had the honor to represent the NPA at meetings that NSSF set up with government agencies, allowing us to communicate our needs and comment on compliance issues and regulations.”

Value of NSSF membership: “NSSF

has many services that I value, both as a pawnbroker and a gun retailer. The liability insurance offered to NSSF members is by far the best around, and it’s competitively priced. I participate in the retailer trends survey and use the results in my business planning. The publications are excellent, and I share them with my employees. The annual SHOT Show and SHOT Show University are must-attend events for me. I also use the safety trainings that they provide retailers. On the legal and legislative side, NSSF is fantastic. They work hard to make sure that pawnbrokers aren’t left out of important discussions on regulatory issues.”

Interested in NSSF Membership?

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the more than 8,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or call 203-4261320 for Bettyjane Swann, NSSF director of member services (bswann@nssf.org) or Samantha Hughes, NSSF member services coordinator (shughes@nssf.org).

20 ❚ SHOT BUSINESS ❚ JUNE/JULY 2013

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B Y L A W R E N C E G . K E A N E , N S S F S R . V. P. & G E N E R A L C O U N S E L

U P D AT E

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

Universal Background Checks A proposal to keep the cart behind the horse

I

t stands to reason that any kind of a computer-based verification system is only as good as the records in it. That’s why in the national policy discussion on measures to prevent the criminal misuse of firearms, we have launched an initiative to ensure that the states place into the National Instant Criminal Background Check (NICS) system all appropriate records that document someone as a prohibited person, including adjudicated mental health records.

Until the records are complete, so-called universal background checks will simply produce more inaccurate and incomplete checks. Half of our states are delinquent in getting their records into NICS; therefore we have launched an effort to “FixNICS.” Let’s not put the cart before the horse.

It is also unacceptable, as well as inaccurate and misleading, to argue that universal background checks are the key to reducing criminal misuse of firearms.

Federally licensed firearms retailers (FFLs) are on the front line of our nation’s system to keep firearms out of the hands

delays in processing NICS requests, low government-set fees (which would not cover their costs), and increased liability of exposure arising from having to process private-party transactions.

The concept of universal background checks sounds appealing on the surface, but what retailers actually would be required to do to make it work is another matter. In fact, the obligations and burdens that would be put in place could be overwhelming for many called upon to carry them out. It is unfair to call upon private companies, many of them quite small and with limited

It is unfair to call upon private companies, many of them quite small and with limited personnel, to conduct what essentially would be a function of government. of prohibited persons. They know what works and what doesn’t. So we were not surprised by the results of our March national online survey of firearms retailers.

Asked about “universal background checks,” 86 percent of the responding firearms retailers said that they opposed them. As to whether they believed such legislation would prevent criminals from obtaining firearms, 96 percent said no.

The retailers also reported that they feared these proposals would result in higher regulatory and additional recordkeeping burdens, increased risk of license revocation for minor record-keeping errors related to private-party sales, additional

personnel, to conduct what essentially would be a function of government.

Another elephant in the room: Neither the federal nor state governments are prosecuting those who fail a background check when illegally attempting to purchase firearms now. Why would we think the government is any more likely to prosecute criminals who try to obtain a firearm through a private-party transfer if they are unwilling to prosecute those who fail checks performed by licensed retailers?

On April 17, the U.S. Senate took up amendments to the major gun-control legislation introduced by the Democratic majority and supported by President Obama.

Among the measures defeated was the amendment offered by Sens. Joe Manchin (D-W.Va.) and Pat Toomey (R-Pa.) to expand background checks to private-party transfers at gun shows or when advertised online or in any publication, such as a gun-club newsletter. Our review found the amendment would effectively shut down all storefront NICS checks on weekends by requiring that gun-show checks be completed before any store check can be accomplished.

Weekends, when gun shows take place, are the busiest time for storefront retailers, who would then be unable to run background checks for their customers.

Prioritizing gun-show checks over storefront checks would harm these businesses.

The Manchin-Toomey amendment also did not address critical product liability concerns for retailers processing privateparty transfers and imposed record-keeping responsibilities that could result in license revocation for even simple mistakes. Surely, the Second Amendment rights of customers at federally licensed retail stores are just as important as those of gun show attendees. Congress should provide adequate resources to NICS, so that all background checks can be done instantly.

Rather than focusing on the areas where both sides of this debate disagree, we think it would be more useful to focus on areas where both gun-control activists and defenders of the Second Amendment can find common ground. In the meantime, we will continue to point out what works and what does not work. We will parse the words and sweat the details. First, and most important, we will work to FixNICS. We will not put the cart before the horse.

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U P D AT E

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

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

Second-Semester Economics How to master key financial ratios To calculate your GMROI, divide your Annual Gross Margin by Average Inventory at Cost: e.g.

A

successful firearms retailer doesn’t run his business on hunches, intuition, and gut feelings. Management is a science, and, just as was discussed in this department in the April/May edition of SHOT Business, aspects of business management can be boiled down to arithmetic. If you are not numbered out from the last “lesson,” try to put your head around ratios for liquidity, profitability, and productivity. These calculations can help you determine the viability and health of your business.

Annual Gross Margin ($116,254) ÷ Average Inventory at Cost ($92,231) = GMROI ($1.26)

The goal for GMROI is a minimum of $1 to be making a profit. Most retailers shoot for a return of $2.

The next ratio measures Productivity by determining Sales per Square Foot in your retail space.

To calculate Productivity, you’ll need your Annual Retail Sales from your income statement and the Square Footage of your facility, which can be found on your lease or purchase contract.

e.g.

The calculation for Sales per Square Foot is Annual Retail Sales divided by Square Footage:

Liquidity determines the cash available to the business for the next 12 months by comparing current assets to liabilities.

The numbers needed for this calculation come from your balance sheet: Current Assets, which include inventory, accounts receivable, and cash in checking and savings accounts; and Current Liabilities, which include any bills that are to be paid in the next 12 months.

e.g.

To determine Liquidity, divide your Current Assets by your Current Liabilities: Current Assets ($246,177) ÷ Current Liabilities ($153,943) = 1.6 Liquidity

The goal is a minimum of 1.5 Liquidity.

For measuring Profitability, we use Gross Margin Return of Investment (GMROI) as a standard. GMROI determines the money returned for each dollar invested in your business on an annual basis. To calculate this number, you’ll need your Annual Gross Margin, which you can find on your income statement, and your Average Inventory at Cost. To establish your Average Inventory at Cost, you’ll need your balance sheet’s inventory value for the past 13 months.

Annual Retail Sales ($258,720) ÷ Square Footage (1,860) = Sales per Square Foot ($139.10)

From the NSSF’s 2012 Firearms Retailer Benchmarking Survey, for businesses with sales of less than $1 million, the average square footage was 1,230 feet, and the sales per square foot came out to $210 per foot.

The goal is to increase this measurement each year.

All of these ratios can help you accomplish several things.

They allow you to analyze the fiscal health of your business, both monthly and annually. They enable you to compare your business performance to that of similar businesses.

Finally, they provide a method for banks to gauge your business’ financial position.

These ratios are not meant as a substitute for an exhaustive review of your financials, but they do offer you a quick check when reviewing your business on a regular basis.

This material was compiled from a seminar conducted at the 2013 SHOT Show by Tracy Moffatt of K&K Consulting (Tracymoffatt@aol.com).

22 ❚ SHOT BUSINESS ❚ JUNE/JULY 2013

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FYI

BY SCOTT BESTUL

Sailing Through the Shortage

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Are you just patching holes or steering the ship? e all know the bad news: Getting your hands on ammunition—as well as some firearm types—has been challenging lately. But according to Brad Ruddell, there are still plenty of ways to make money in a difficult climate. Ruddell has been in the retail firearms industry for a long time, first as an employee of Weatherby and more recently as the owner of the rep group Mountain States Sports Marketing. “Sure it’s frustrating, not being able to get your hands on product,” he says. “But even worse, there’s very little profit in special orders and selling one item at a time of something that’s hard to obtain.” Ruddell offers the following advice for retailers looking to keep sales vibrant.

KEEP YOUR EYE ON THE SPARROW (AND THE MOURNING DOVE, AND THE…): “One thing that strikes

me when I listen to retailers is their focus on the product they can’t get their hands on,” Ruddell says. “And my main thought is, Is anyone prepping for hunting season? Because that’s going to be on us before we know it. I’d focus on getting my hunting supplies ordered— guns, ammo, and accessories— and figuring out some good sales and promotions.”

To bring in more business, create an event. Ask a local hunting or shooting expert to host a seminar, and offer a tie-in for a service such as free knife sharpening by a pro.

Ruddell says. “When a customer comes through the door and asks for something you don’t have, they steer him toward the brands you do support. This isn’t used-car salesmanship; this is familiarity with the market and knowing how what your shop stocks compares to what the customer is looking for.

And in most cases, this isn’t a huge leap. Most guys buying a firearm research the purchase for weeks beforehand, so they’re probably familiar with your product. All you have to do is explain why the purchase of your item makes sense for him.”

CAPITALIZE ON OPPORTUNISTIC BUYS: “Here’s where

having a solid relationship with a rep can pay off,” says Ruddell.

“A good rep will tip you off to a big order that’s been canceled somewhere, or a certain promotion that has resulted in an allocation of product to a rep who’s ready to move it at a good price. The margin on such a deal typically far exceeds the norm—it’s definitely worth jumping on.”

SELL WHAT’S IN THE STORE: “This is where a well-

trained sales staff really shines,”

REACH OUT AND TOUCH ’EM: “If you don’t have an

online customer database, get started on it. Now. The easiest way to tell your customers that you’re paying attention to them is to send them e-mail reminders of store specials and sales events. And if you’re really good, tell that guy who bought the .300 Win. Mag. that you’ve got a great scope sale going on, and he should come in and take a look.”

CREATE AN EVENT: “I

worked at ski shops for many years,” Ruddell says. “And one of their classic, and most suc-

cessful, sales times was when a new ski movie came out. We’d host a movie-viewing night, and the show would get people fired up to buy the equipment we had on sale. If the movie angle doesn’t work, just bring a local hunting or shooting expert in for a seminar and create sales and/or promotions that capitalize on his presentation. You can do this with something as basic as knives. It can be as simple as, ‘Bring your knives in and have them sharpened by a pro’ or something similar. Using your database, you can make this an invitation-only event, targeted to your best, most loyal customers.”

RATTLE YOUR REPS: “Many

shops, especially smaller ones, don’t use their reps as aggressively as they should. Sit down with your rep and brainstorm ideas for events, sales, or other promotions that will bring people through the doors. Tell him, ‘I’m sending out an e-mail blast in a couple of weeks, and I need some deals to get people excited.’ Put pressure on us.

We’re used to it!”

The Modern Gun Buyer

We’ve dealt with it in this space before, but it bears repeating: Today’s customer is different from the gun buyer of yesteryear. “We’ve had a huge injection of new people, and, of course, that’s a good thing,” says Brad Ruddell.

“But you can’t expect to treat these shoppers like members of an old fraternity. For starters, they’re likely to be women, or people who’ve never shot a gun. And second, they’re used to a high level of attentiveness. In my experience, a lot of gun shops have been slow to recognize and respond to these facts.”

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COLt.COM || 800.962.COLt ||

FaCEBOOk.COM/COLtFIrEarMS ||

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LE6920 MPFDE FLat Dark Earth

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Expect your rifle’s finish to develop its own battle scars through normal wear and tear, particularly to contact areas.

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FIRING LINE

BY CHRIS CHRISTIAN

Chip Off the Old Block

A

The new M&P Shield is a pint-size version of the popular M&P t the 2006 SHOT Show, Smith & Wesson introduced what was for them a radical new pistol design. The polymer-framed double-stack magazine M&P semi-auto was a distinct departure from their traditional pistols. However, within five years it had become one of the most popular semi-auto handguns on the market.

In 2012, the M&P gave birth to a “baby brother,” and it is likely to be equally successful.

The new M&P Shield (SRP: $449) is a downsized singlestack magazine version of the M&P. It is available in 9mm and .40 S&W, both of which are dimensionally identical.

Each features a 3.1-inch barrel and weighs 19 ounces empty, with an overall height of 4.6 inches and an overall length 6.1 inch. The trigger is pure M&P and features a pull weight of about 6.5 pounds. The only way to tell them apart is to either look at the hole in the barrel or read the slide.

The controls will be familiar to anyone who owns an M&P. The left side take-down lever, slide release, and magazine

release are the same, but the right slide release found on the full-size guns is absent. All controls on the Shield are single-side.

The full-size M&Ps are available with a magazine safety and/or a thumb safety as options. The Shield dispenses with the magazine safety and includes the rear left-side thumb safety. It locks the trigger and can be applied whether the striker is cocked or not, but it is not required for operation.

It’s there for those who want to use it.

Although there are many similarities, there are also some differences. The Shield does not feature the interchangeable backstraps or dust cover Picatinny rail of the

full-size M&P line. Another slight difference is the sights.

The Shield features highly visible fixed sights in a white threedot pattern that are dovetailed into the slide, but the rear sight is not drift-adjustable for windage. Adjustments for windage and elevation are accomplished with the front sight only.

Windage adjustment is achieved by drifting the front sight in the opposite direction the group needs to move; elevation adjustments require replacing the dovetailed front sight with a higher or lower model.

Each gun ships with two drop-free-design magazines: one a flush fit, the other featuring an extended pinky rest that increases the capacity by one round.

For the .40 S&W, that equals a

6+1 or 7+1 capacity, with the 9mm having 7+1 or 8+1. The flush-fit magazines gave my average-size hand a “pinky under the gun” grip, but the extended magazines provided a full, and very comfortable, grip.

Both guns were pulled from the box and fired without any additional lubrication or cleaning. Several shooters (experienced instructors) joined the firing session, and more than 200 rounds were put through each gun—with no malfunctions of any kind.

All were surprised by the recoil level on the .40 S&W— it was noticeably less than what these experienced shooters anticipated from a .40 S&W gun of that weight. The 9mm was equally friendly.

CLOSING THE SALE

Groups averaged between 2.75 and 4 inches, more than enough accuracy for its intended use.

Any customer who already owns an M&P could be an assured sale.

For others, put the gun in their hand and demonstrate it with both magazines. Note the thumb safety (for those who require more security in their carry), and let them feel the light weight and handling qualities.

If your inventory includes an appropriate inside-the-waistband (IWB) holster, demonstrate that with the gun.

Given the ShieldÕs slim, easy-to-carry profile, you might sell both the gun and the holster.

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undercover shopper

Sister Act

Can a woman who is a new shooter find the correct handgun for concealed carry in Sioux Falls?

F

or this Undercover Shopper assignment, I recruited my middle-age sister to visit gun stores in Sioux Falls, South Dakota, in search of the perfect gun for her newfound interest—concealed carry. We took a little road trip, and as we traveled into South Dakota, I prepped her because she is a novice shooter. She knew she needed to ask to see a gun for concealed carry and to tell the sales associate that she knew nothing about guns. She also understood that when he tried to sell her a revolver, she needed to claim she might have problems with the trigger because of early-onset arthritis. She followed the criteria to the letter, and she chose the winner.

This gun store is the crown prince of the region: When we asked about gun stores in the area, everyone said, “Go there.”

Naturally, I thought it would be perfect for my sis, and it would all be downhill after this visit. Stuffed with guns, ammo, and gear, this store offers a wide range of pistols and revolvers. The sales associate immediately recommended that Sissy take a beginning gun course. She wasn’t happy to walk away with just a flyer, though. She pressed him to show her some hardware.

For starters, he brought out a .380 semi-auto. Next, he brought out a few more semi-autos and then went to the revolvers. He told her if she had problems with the trigger pull (after she feigned the whole arthritis thing), she could just cock

the hammer with the thumb of her support hand. He also mentioned that several of the guns are available to rent, and she could try them out on their in-house range. He said the store would discount a gun if she trained there, too.

Store B Next we went to a big-box store, which features all things outdoors on the second floor. The manager of the gun department spent a lot of time with my sister and pointed her in the direction of guns—either in revolver or semi-auto in .380—with lasersighting systems. She liked that feature.

The manager’s big brick of a phone practically rang off his belt, yet he remained a consummate gentleman, excusing himself

at appropriate times while Sis either pulled the trigger or gazed with glazed eyes at more guns with lasers. He also recommended that she take a class or two. At this point, she decided that maybe she could pull the trigger of a revolver—if it had a laser. By now, she preferred the Smith & Wesson’s Bodyguard to any other .380.

Store C For a big town in a small state that has open carry, as well as concealed carry, you’d think it would offer more than two options. But, alas, we had to resort to pawn stores. We visited three before we found one that had more guns than you could count on two hands. Located near a used-car lot and a casino, and across the street from myriad

pixel pushers

Store A

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Mom-and-Pop burger shacks, this place could be a Hollywood set. Right under the golden bust of Elvis wearing a coonskin cap and sunglasses lay the gun counter.

The sales associate admitted there was not much to choose from, and the only option for her was a Glock Model 19. She could not even rack that slide back. He then showed her a Remington 870 in tactical black for home defense. They talked about classes (which he teaches), and he recommended that she go to the two

stores we’d recently visited. He also twirled his tongue ring for her to see and told her about his strange nickname. (All I’ll say here is that it was amphibian in nature.)

Store D Sometimes, you have to venture a little farther from the big city, and so we headed on down the road to a little town on the Missouri River. And again, just like in Store A, this one was a mecca for guns

and gear. It also featured African mounts—at least 100 of them. Too bad the sales associates affected the smugness of African hunters who know they can afford these kinds of trips and you can’t. I believe “obnoxious” is the correct word.

Let’s just say, for selling to a lady, the place reeked of way too much testosterone and aftershave. The sales associate had to be coached a little, because all he wanted to do was sell my sister a revolver.

Bottom line: He really wasn’t interested.

how’d they Do? Customer Service

Product Knowledge

Product Availability

The clerk quickly acknowledged us, but then wanted to dismiss us since sis wasn’t a shooter.

The sales associate knew his guns and operated them safely. however, he said that a smith & Wesson 642 would fire “a more powerful bullet” than a .380-caliber.

They had a lot of guns, but my sister didn’t know if they had guns with laser-sighting systems.

The associate answered all my sister’s questions: “he didn’t make me feel bad, and he cared to educate me about guns.” she especially liked being introduced to lasers.

The manager exhibited extremely safe gun handling, always clearing the gun in a safe direction after removing it from the display counter. Obviously, he knew about guns and where sis could get good training.

lots of choices—rows and rows of perfect firearms for concealed-carry purposes.

And don’t forget, they had guns with lasers.

The friendly and knowledgeable clerk answered all my sister’s questions. But he used the word “violent” to describe the Glock. Not a great choice of words for selling to a woman.

This guy is probably a good instructor to the younger, zombie-shooter generation. he handled all guns safely. he also knew the terminology and where she could get training.

This pawn store had the most guns of any of the pawn stores that we visited in the city. But overall, not a great selection.

My sister said she felt that the sales associate was “impatient” with her. Also, the owner asked him a question and he stepped away to answer, leaving my sister standing there.

Although he informed her of concealed-carry laws and specifications of guns, he did not bother to tell her where she could take a local class. he also swept her with a muzzle once or twice while handling the guns.

A nice, eclectic selection of firearms for a woman to choose from for concealed carry.

Store

A

Store

B

Store

C

Store

D

SCoring SyStem: Outstanding:

Very Good:

Winner: Store

Average:

B

The manager’s patience and courtesy were the clincher here. The fact that the store had plenty of inventory— including lasers—didn’t hurt, either.

Scheels 2101 West 41st st., ste 25A sioux Falls, sD 57105 605-334-7767 scheelssports .com

Fair:

poor:

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More compact, more convenient, more versatile—those are the driving forces behind new-product development in the LE category this year.

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T

he tactical-product market continues to evolve beyond what some consider to be basic needs, and the driving principle is simple: “What is the problem, what is the solution, and how can we provide that?” The trend in this year’s new tactical-product line is to make things lighter, more compact, more convenient, and more versatile. Nowhere is that better illustrated than in the illumination-device market.

Thanks to high-technology LEDs, flashlights are becoming both smaller and more powerful. The illumination levels that used to require a heavy five-D-cell flashlight are now achieved with a model half the size and weight—and, in some cases, compact enough to carry in a pocket. LED technology has also emerged to overtake the chemical

light-stick market. These are standard kit items for most first responders and military personnel, but they have drawbacks. The new BriteStrike APALS line of LED light strips overcomes these hurdles with a product that is lighter, more compact, and more cost effective.

Sighting systems are becoming more precise, and in the same size/weight package. New reticle designs, combined with ballistic compensating turret adjustment dials, allow shooters to determine the range, dial it in, and make the hit. Some scopes go beyond that and actually feature a built-in laser, with computerized internals that will adjust for uphill or downhill angles. Laser sighting systems are seeing the

introduction of green lasers that are more easily visible to the human eye, and thus give the laser sight a greater range under varying light conditions.

In the firearms arena, the compact backup-gun market seems to have peaked, and new service-size handguns that follow the “polymerframed-adjustable backstrap” designs have proven effective. At the same time, however, several new .45 ACP models show that the venerable cartridge is still alive and well in the minds of those who go into harm’s way.

The long-gun market is a bit different. Here, we see an emphasis on operator versatility (in order to meet specific mission require-

ments) through new introductions that allow the changing of barrel lengths, stocks, and sighting systems.

Those who favor a 12-gauge shotgun when things get close might want to look at the UTC-15 series. It packs a lot of ammo and allows the operator to select between the loads used—another way of providing versatility.

Here is a closer look at some of the most significant new introductions.

KNiVes & TooLs

BLackhaWk Two new tactical folders enter the Blackhawk line

this year. The MOD Mark III Automatic Folder (SRP: $229.99) is a side-open automatic knife with a safety lockout for both open- and closed-blade positions. The 3.35-inch spear-point blade is available with a plain or partially serrated edge.

The MOD SFK Folder ($199.99) features a 3.94-inch dagger blade with a crossguard that facilitates rapid opening via an ambidextrous thumb stud. It also serves as a double-sided hilt. A linerlock mechanism secures the blade in the open position.

Both knives feature blades of N690Co stainless-steel HRC 58-60, a black Idroglider blade finish, a lanyard hole, and a pocket clip.

In addition, the handle material is textured G-10

Blackhawk:

The MOD Mark III Automatic Folder (top) is a side-open automatic knife with a safety lockout and spear point.

The MOD SFK Folder features a dagger blade with a crossguard that facilitates rapid opening.

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grip scales with stainless AISI 420J2 liners. (800694-5263; blackhawk .com)

BroWning BLack LaBEL In 2012, Browning introduced a new line of knives as its Black Label Tactical Blade line. For 2013, Browning expands that line to include the Trip Wire and Backlash fixed-blade models.

The new fixed-blade Trip Wire knife (SRP: $393) has a highly modified spear-point blade made of N690Co stainless steel. The 6-inch blade has a false edge and chopping grind on the spine, along with a partially serrated edge on the blade in a black oxide finish. The Trip Wire handle has ribbed G-10 grip scales with a built-in three-position pivoting wirecutting system to remove wire obstacles in the field.

The nylon sheath has MOLLE-compatible straps to attach to web gear or belt.

The new Backlash (SRP: $86) features a fixed doubleedge 5.5-inch blade that is hollow-ground in 440 stainless steel with a titanium finish. The handles are CNC-machined G-10 in a black or coyote tan finish

SureFire: UDR Dominator is a rechargeable LED flashlight that generates 2,000 lumens at maximum power. and feature a stainless-steel pommel and handguard that also have a titanium finish.

The Backlash comes with a Blade-Tech molded polymer sheath with a Tek-Lok belt clip that easily adjusts to fit a carry angle or belt width loop. The overall length of the Backlash Black Label is 10 inches. (801-876-2711; browning.com)

iLLUmiNaTioN

BriTE-sTrikE Chemical light sticks, standard equipment for military and LE personnel, are also handy tools for civilians. The drawback is that these sticks

are bulky and somewhat fragile. They are also single-use items; once activated, they glow until exhausted, regardless of how much illumination time is actually needed.

The Brite-Strike series of APALS (All Purpose Adhesive Light Strips) provides an attractive, and economical, alternative. The new APALS 4 is a battery-powered LED light strip. Weighing about .2 ounces, each unit consists of an LED light with one-halfmile visibility mounted on a slender aluminum strip. A reusable adhesive backing allows them to be affixed to and easily removed from a variety of surfaces. A front button allows the user to activate the LED light in a fast strobe, slow strobe, or steadyon mode; it also allows the

user to turn the unit off so it can be removed and reused later. Battery life is 70 to 80 hours, depending on the illumination mode selected.

Since the light strip uses a non-replaceable battery, once the battery is exhausted, the unit is thrown away. The APALS 4 lights are waterproof and have been tested to depths of 200 feet. The light is also dustproof and shockproof.

Available in a variety of colors, they are sold in a crushproof 10-pack (SRP: $44) that weighs less than 2 ounces and fits into a BDU pocket. An infrared version (SRP: $55) is available to military and LE agencies.

Another option is the APALS AIR (Active Illumination Reflective). This is an LED light strip similar to the APALS 4 that slips into a thin plastic covering with a flexible, reusable adhesive backing. Runtime is 35 hours, and visibility is a quarter mile. Like the APALS 4, it can be set for fast strobe, slow strobe, and steady on and off, and is discarded at the end of its battery life. Available in six colors, they are sold in packs of two ($10). Replacement

Browning Black Label:

The Backlash (top) features a double-edge 5.5-inch blade and a CNCmachined G-10 handle. The fixed-blade Trip Wire has a highly modified spear-point blade made of N690Co stainless steel.

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Rock River Arms: The LAR-15 LEF-T has been specifically designed to accommodate left-handed shooters.

The rifle boasts a chrome-moly barrel, forged upper and lower receivers, and an RRA Tactical Muzzle Brake.

light strips are available in packs of four ($12); in this case, the user keeps the plastic covering and just replaces the light strip. (508-7468701; brite-strike.com)

LED LEnsEr

The new LED Lenser F1 flashlight measures just 3.6 inches in length and weighs only 2.43 ounces. Yet, using a High End Power LED, it produces 400 lumens from a single CR123 3V battery.

The F1 is IPx8 waterproof, and features an anodized aluminum housing, a pocket clip, integrated roll protection, an interchangeable glass-breaking ring, electronic control with temperature sensor, and a tail stand.

SRP: about $80. (800650-1245; ledlenser.com)

selector ring allows lower levels of illumination to be selected. Constructed from mil-spec anodized aluminum alloy, it can be activated from a tail-cap switch or constanton bezel switches. It also features a “fuel gauge” to show remaining power.

The new UDR Dominator is another rechargeable high-variableoutput LED flashlight that features a “fuel gauge,” but it can also be powered by 12 lithium 123A batteries if required. It produces 2,000 lumens at maximum power, with an 11-position variablepower-output switch. It offers momentary or continuous operation, and includes a strobe setting.

The P3X Fury Weaponlight Kit (800

lumens) features a highoutput (three 123A lithium batteries) LED light that attaches to Picatinny rails via a quick-detachable mount.

Constructed from mil-spec aluminum alloy, it is activated by the new OMNI Switch tail cap that allows momentaryon by a light sideways press, in any direction, of the tailcap switch or continuous-on by rotating the rear switch. A disable mode is offered to prevent momentary-on due to accidental activation.

The P2X Fury Weaponlight Kit is a more compact version of the P3X. It offers the same features but uses two 123A lithium batteries to produce 600 lumens.

SureFire’s DSF (Dedicated Shotgun Forend) weapon light has been redesigned for

surEfirE An extensive array of new flashlights and weapons lights/lasers, and a lightemitting wristwatch highlight SureFire’s 2013 newproduct line. The new Annihilator is a heavy-duty, extended-range, variableoutput rechargeable LED flashlight that produces a blinding 4,000 lumens at the maximum power setting. An 11-position power-output

McMillan: The

ALIAS is an innovative modular system that allows the shooter to build a “custom” rifle off the basic platform.

2013. Available for Remington 870, Benelli M1 and M2, Winchester Defender 1200 and 1300, the FN F-12 SPX, and the Mossberg 500 with the 7 ¾-inch forend tube, they are lighter in weight and offer an output mode selector that lets the operator choose between a 500-lumen maximum output or a 200lumen output setting. The lightweight, high-impact polymer body features ambidextrous momentary- or constant-on switches, with a disable feature to prevent accidental momentary activation.

Three new models join SureFire’s popular X-Series this year. Like all X-Series weapon lights, they are Picatinny-rail-mounted and compatible with handguns or long guns via the use of optional switch-accessory components. The X300 V is a dual-spectrum weapon light that allows the operator to select either a 150-lumen white light or infrared illumination for use with NV devices. The self-locking head allows quick switching, with a disable setting to prevent accidental activation.

The X400-GN Ultra combines a 500-lumen white

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UTAS: The UTC-15 12-gauge pump-action shotgun provides maximum versatility in a lightweight package. It feeds from a pair of tubular magazines that allow an operator to move quickly from one load to another.

light with a green laser sight.

The X400V-IR is designed to be compatible with white light or IR illumination. It features a 150-lumen white light with IR illumination and an 850-nm IR laser sight.

The selector head allows the operator to quickly choose between white light only, IR illumination only, IR laser only, or a combination of IR illumination and IR laser sight.

Several new compact flashlights, built on a milspec aluminum alloy body, also join the SureFire lineup this year. The P1R Peacekeeper flashlight is a rechargeable LED light that produces 700 lumens on high setting—a quick second press of the activation switch reduces the output to 15 lumens for close work.

The new P3X Fury compact flashlight uses three 123A lithium batteries to produce 800 lumens on high power, 15 lumens on the low-power setting.

The new V1 Vampire is a compact version of the dualspectrum V2 Vampire. This LED light offers a 120-lumen white light of 100 milliwatts of IR illumination for use with NV devices via a selflocking head and a two-stage

tail-cap switch. This low-profile light features a convenient steel pocket clip.

The 2211 Luminox wristwatch is a self-illuminating timepiece that features a built-in 180-lumen white LED light with a second, low-power setting.

Designed to automatically align with the handgun in a normal two-handed firing grip, it uses a simple microUSB port for recharging. A “fuel gauge” confirms charge level. (800-8288809; surefire.com)

TErraLuX

The new TerraLUX TT flashlight series (models TT-5 through TT-1) is made up of LED units that feature CNC-machined 6061 aluminum Type III hard-anodized construction, IPx8 waterproofing (four hours submerged at 2 meters), a tempered glass lens with a micro-textured reflector, and a multifunction switch that controls illumination in high, medium, or low power, as well as strobe.

The difference between the TT models is in battery choice and lumen output.

The TT-5 (SRP: $139.99) is 5.83 inches in length, and is powered by two CR123

batteries or one 18850 lithium battery. Either way, it produces 650 lumens on maximum power. Additional features include an optional remote taped switch and a Picatinny rail mount to allow gun mounting, colored filters, a removable crenellated bezel, a holster, and a removable grip ring to allow multiple carry modes.

The TT-4 (SRP: $114.99) measures 5.2 inches, produces 520 lumens at maximum power, and includes the same features as the TT-5. It also uses the same batteries.

The TT-3 (SRP: $109.99) measures 6.4 inches in length, produces 250 maximum lumens, and uses two AA batteries. It also comes with a holster.

The TT-2 (SRP: $82.49) measures 4.57 inches in length, produces a maximum of 115 lumens, and uses a single AA battery. It also comes with a holster.

The TT-1 (SRP: $104.99) measures 3.9 inches in length, produces a maximum of 250 lumens, and uses a single CR 123 battery. A holster is included. All TerraLUX F1 flashlights are covered by TerraLUX’s limited lifetime warranty. (866-498-1564; terralux.com)

Firearms

M c MiLLan usa

The new McMillan ALIAS rifle is a revolutionary modular bolt-action design that mimics the standard MSR platform in appearance, including pistol grip, magazine well, upper Picatinny rail, and forearm/handguard rails that accept numerous accessories. It will be available in .308 Win., .260 Rem., 6.5 Creedmore, 6.5x47 Lapua, and the 6XC. The base action uses a two-stage Anschutz match trigger with safety. It feeds from 10- or 20-round magazines. The premium matchgrade stainless barrels have a flat recessed target crown.

This is a true floating design that does not touch the handguard. In addition, the action incorporates a fulllength Picatinny rail for mounting optics or iron sights. A 20 MOA adjustable scope base rail is available as an option for long-range shooting. Additional Picatinny rails, in short or long lengths, are available to affix to the handguard for

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additional light/laser/sight options. The base ALIAS line includes three factory-offered package configurations.

The ALIAS CS5 is designed as a compact, subsonic suppressed rifle for discreet carry and concealment.

With the buttstock and suppressor detached, the CS5 is 23.5 inches in length, extending to 38 inches when fully assembled. The 12.5-inch barrel features a 1:8 twist to handle heavy-subsonic projectiles. Empty weight (not including sights or bipod) is 12.6 pounds with the suppressor, 10.8 pounds without.

The ALIAS Star Standard Application Rifle is available with barrel

lengths of 18 to 24 inches, threaded for an optional suppressor. It measures 29 inches disassembled and 44 inches fully assembled. Empty weight is 11.6 pounds without the suppressor.

The ALIAS Target is designed for long-range precision using barrel lengths of 24 to 30 inches. It measures 33 inches disassembled, 48 inches fully assembled.

Empty weight is 12 pounds.

Regardless of which base package is chosen, because of option availability and the modular design, one model can quickly be turned into any of the others. Barrels of any available length can be swapped out in less than five

mounting of optics or iron sights, and the gun includes a flip-up front sight.

Empty weight is 8 pounds.

Overall length is 37 inches with the buttstock collapsed.

Rock River Arms claims 1 MOA accuracy at 100 yards, and the gun ships with one 30-round magazine, a case, and an owner’s manual. It is covered by RRA’s limited lifetime warranty. (866-

Smith & Wesson: The

Performance Center is now offering a smaller, lighter version of the 1911 .45 ACP for discreet carry.

minutes with the use of the ALIAS barrel change kit.

Interchangeable buttstocks range from just the pistol grip to a full tactical longrange model that is quickly adjustable for length of pull, comb height, cant, and offset. The buttstocks detach with a push of a button and can store alongside the rifle when deployed for compact carry. With the pistol grip in place, the rifle can be fired without any of the available buttstocks installed or when they are folded forward.

Accessory items include a quad or tubular handguard, a bipod, Tactical or Competition pistol grips, a bubble level for long-range precision, and three different suppressor types.

Regardless of the configuration, the ALIAS rifle can be broken down quickly for

980-7625; rockriverarms .com)

sig sauEr compact storage/transport and just as quickly reassembled for use. (877-3656148; mcmillanusa.com)

rock rivEr arMs

The Rock River Arms LAR15 LEF-T (SRP: $1,050) is a true southpaw model of the AR-15 rifle. It features a 5.56mm NATO Chamber in a 16-inch chrome-moly 1:9 twist barrel, forged upper and lower receivers, a RRA Tactical Muzzle Brake, a two-stage trigger group, an enlarged “winter” trigger guard, an ambidextrous charging handle and magazine release, standard safety controls for left-hand use, a RRA Operator CAR buttstock, an Ergo Suregrip pistol grip, and the RRA halfquad free-float mid-length handguard. The A-4 flat-top receiver allows for easy

Available only to LE/military, the new SIG MPX (SRP: $2,199) is a selectivefire sub-machine gun that fires from a closed and locked rotating bolt. It uses a gas-operated short-stroke piston system, with a cyclic rate of 850 rounds per minute.

The basic version is chambered for 9mm NATO, but is easily convertible to .357 SIG or .40 S&W. Stock configuration and controls are similar to the AR/M16 platform, with an aluminum rail handguard, for the installation of lights or lasers, and a threeposition telescoping buttstock. An internally suppressed 6.5-inch barrel is available, but barrel lengths and stock configurations, including a pistol grip stock, can be changed out via accessory options. (603772-2302; sigsauer.com)

Leupold: The Mark AR Mod 1 scope

series utilizes a BDC mil-dot reticle.

It will be available in two versions: a 1.5–4x20mm and a 3–9x40mm with an illuminated reticle.

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New SIG p290rS microcompact with restrike capability. Get 9mm performance in a palm-sized, easy-to-carry polymer package. Backed up by the most reliable name in ďŹ rearms.

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sMiTh & WEsson The 1911 .45 ACP platform remains popular with both civilian shooters and tactical units, and this is especially true of some elite LE/military response teams. This year the S&W Performance Center offers a highly tuned, lightweight, compact version of the 1911 .45 ACP that provides military and LE personnel the option of a downsized version of their duty gun, should discreet carry be required.

The Performance Center Round Butt SW 1911 (SRP: $1,539) combines

the S&W patented scandiumalloy metallurgy with a .45 ACP Commander-size pistol.

The firearm has a stainlesssteel slide and an easily concealable round-butt frame.

Overall length is 7.95 inches; empty weight is 29.6 ounces.

Magazine capacity is 8+1.

The round-butt frame is hand-fitted and -assembled.

Features include a Performance Center action job, a throated barrel, a polished feed ramp, precision crowned muzzle with a Briley spherical bushing, competition-grade match trigger with an overtravel stop, a speed hammer, and G10 custom grips.

Ambidextrous controls allow easy use by right- or left-handed shooters, and a black post front sight com-

Walther: The striker-fired PPQ M2 series in 9mm and .40 S&W provides three different grip backstraps, which allows for a degree of individual hand-fitting. bined with an adjustable rear sight allows a precise zero with varying loads.

(800-331-0852; smithwesson.com)

uTas A 12-gauge shotgun always has been, and will continue to be, a valuable tactical tool at close range. Whether employed by military, law enforcement, or civilians in a personal protection role, no one argues with the effectiveness of buckshot loads up close and personal. But the versatile 12-gauge offers more than that. The ability to shift loads—whether from buckshot to penetrating slug loads, from specialized doorbreaching rounds to lessthan-lethal rubber bullets for crowd control (and even tear gas rounds for confined spaces)—make it an extraor-

dinarily valuable tactical tool.

The Turkish-designed, U.S.-built UTAS UTC-15 series of 12-gauge pumpaction shotguns provides that versatility in a compact and lightweight package. The UTC-15 is a 12-gauge pumpaction shotgun chambered for 3-inch shells. It feeds from two tubular magazines (right and left side) that hold seven rounds of 2.75-inch loads or six rounds of 3-inch loads. A selector switch controls which magazine feeds. Set in the center position, the magazines feed in an alternating manner. Flip the switch to select a specific magazine, and that’s the one that feeds.

This allows the operator to run a full load (14+1 in 2.75inch) of a single shell type, or mix two different load types (slug and buckshot, buckshot and non-lethal) or

any other load combination, at his discretion.

The frame and non-firing parts are built from the same fiber-reinforced injectionmolded polymer that has proven itself in the handgun field. This trims the weight to 6.9 pounds. With a 20.5-inch barrel (threaded to accept Beretta thread-pattern choke tubes, which are not included with the base gun), the overall length is 28.3 inches. An AR-15 A2-type pistol grip aids in control. A top-mounted Picatinny rail allows for the mounting of a variety of optical or MSR-type iron sights. Left-side front and rear sling swivels are standard.

Options for the standard UTC-15 models include the previously mentioned screwin choke tubes, a built-in laser sighting system, and a built-in spotlight illuminator.

The basic model is available in a number of camouflage finishes, and all share the same operating characteristics. To that basic line, add two new models for 2013 that vary from the base models. The UTC-15 Navy model features a dark marine-blue base coat with a black-and-gray non-glare digital camo pattern. Designed for saltwater use, all springs are treated with a special corrosion-resistant coating, and all metal parts are similarly coated or black-

Redfield: The Battlezone

3–9x42mm scope is designed to work on MSRs as well as bolt-action rifles, whether chambered for 5.56mm NATO (.223) or 7.62mm NATO (.308). It features an interchangeable Bullet Drop Compensation dial system marked in 50-yard increments.

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chromed. According to UTAS, this model was designed to meet the needs of anti-pirate security forces operating off the coast of Somalia.

The new “civilian version” Hunter model may prove to be the most useful tactical model. An optional windageadjustable flip-up rear ghost ring peep sight or a biggame rear V-sight, combined with an elevation-adjustable front sight, allows an operator to zero for slugs, or flip down the sights for buckshot use. An optional highintensity laser/illuminator can be installed just under the barrel; it can be activated via a push button located just over the trigger guard.

SRP: $1,200 to $1,600. (847-

Aimpoint: The

Patrol Rifle Optic Pro is a compact LED derived from the popular CompM4 sight.

768-1011; utas-usa.com)

.40 S&W holds 11 rounds.

Magazines are also available with a +2 magazine base plate that increases grip length and adds two rounds into the mix. Sight options include metal sights with a self-illuminating three-dot pattern or metal tritium night sights in a three-dot pattern.

The new PPX (SRP: $449 to $499) is a polymer-framed concealed (flush-fitting) hammer-fired 9mm or .40 S&W, available with either a black or stainless-finished slide. It lacks the interchangeable backstraps of the PPQ-M2, but features adjustable three-dot sights, a Picatinny rail, and a 4-inch barrel. The trigger mechanism uses a pre-cocked trigger that Walther states will break at a consistent 6.6 pounds. A rear loadedchamber view port and reversible magazine catch are standard. Empty weight is 1.7 pounds. The doublestacked magazines provide a 16+1 capacity in 9mm, 14+1

in .40 S&W, but 10-round magazines are available. An optional barrel, threaded for suppressor use, is also available. (479-242-8500; waltherarms.com)

siGHTiNG sYsTems

tings, with a threaded front lens that allows the use of anti-reflection devices. Flip-up lens covers are standard.

Supplied with the QRP2 mount, it includes the proper spacers for AR-15/M4 carbine use. It is waterproof to 150 feet. (877-246-7646; aimpoint.com)

criMson TracE aiMpoinT

The Patrol Rifle Optic Pro (SRP: $453) is a compact LED sight derived from the Aimpoint CompM4 sight currently in use by the U.S. military. Previously available only to LE agencies, Aimpoint will now make it available to the civilian market. It features a non-magnifying parallax-free optic with a 2 MOA dot.

Powered by a single battery, it provides 30,000 hours of constant-on use and features an in-service battery life gauge. It offers six daylight dot power settings and four night-vision-compatible set-

To the human eye, green lasers are brighter than tradtional red lasers. They also appear to have greater range. This year, Crimson Trace will introduce green lasers in its handgun sight line. Models will be available in the Laserguard series for 1911s, Glocks, and Springfield Armory XDs and XDMs, and in a universal model to fit many handguns with a dust-cover rail. A fullgrip model will be available for Smith & Wesson J-frames. Additional models are planned for the future.

SRP: $399. (503-7835333; crimsontrace.com)

YAMIL SUED

WaLThEr arMs Two new polymer-framed LE-grade tactical handguns enter the Walther line this year. The striker-fired PPQM2 series (SRP: $599 to $699) is the next generation of the Walther PPQ line.

Chambered for 9mm and .40 S&W, it provides three different grip backstraps to allow a degree of individual handfitting. The overall length is 7.1 inches (4-inch barrel); the empty weight is 21 ounces.

A Picatinny rail on the dust cover allows for light or laser mounting. The magazine release is reversible for lefthand use, and an ambidextrous slide stop lever is standard, making it southpawfriendly. The trigger mechanism is the Quick Defense Trigger, which is pre-cocked and breaks at a consistent 5.6 pounds. Additional features include front and rear slide serrations and a rear loadedchamber indicator.

The standard 9mm magazine holds 15 rounds, and the

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Blackhawk: The EPOCH Level 3 Light Bearing Duty Holster, made of polymer carbon fiber, provides multiple levels of retention.

LEupoLD

The new Mark AR Mod 1 scope series is designed for the AR/MSR rifle and features tactile 0.1 mil-click adjustments, a .223 elevation BDC dial, and a BDC mil-dot reticle. It will be available in 1.5–4x20mm and 3–9x40mm with an illuminated reticle (SRP: $374), and in a 4–12x40mm ($564) and 6–18x40mm ($624) without illuminated reticle. (503646-9171; leupold.com)

rEDfiELD

The new Raider 600A is the latest addition to the Raider line of laser/rangefinding riflescopes. Powered by a CR-2 battery, the 6X magnification unit is less than 5 inches in length and weighs under 5 ounces. Like modern digital cameras, it is basically a computer with a lens—and in this case, a crosshair-sighting system.

Push the button and the laser ranges the target. Hold the button down and the operator can scan the area. It determines the distance to the target, and a high-speed

computer processor also calculates uphill/downhill angles to deliver a true horizontal range. It is available in camo finishes and in models calibrated for metric measurements.

The new CounterStrike tactical LED dot sight features 1X magnification with a user-selectable 4 MOA red or green dot with 11 selectable intensity settings (including two night-visioncompatible levels) and a built-in laser-sighting system.

The laser is mounted below the objective lens to keep it close to the bore line, and a dedicated on/off switch allows the operator to use the laser independently of the scope illumination. Using a standard CR-123A battery, the CounterStike delivers up to 5,000 hours of reticle runtime, and the nitrogen-filled unit is 100 percent waterproof and fogproof. It mounts on standard MILSTD M1913 Picatinny rails, and features pop-up lens covers and tethered adjustment dial covers. Sight adjustments are in .5 MOA increments.

The new Battlezone 3–9x42mm riflescope is designed to be equally at home on MSR-type or boltaction rifles, whether chambered for .223/5.56mm NATO or .308/7.62mm NATO. It features an interchangeable Bullet Drop Compensation dial system with two BDC dials (one for the .223 55-grain bullet at 3,100 fps and the other for a 168-grain .308 bullet at 2,650 fps), and each dial is marked in 50-yard increments. The scope reticle is the new TAC-MOA that features crosshair stadia lines on the horizontal and the vertical axis that are set at 2 MOA increments to allow precise holdover points for elevation or windage. They can also be used for range estimation on objects of known size.

All of the above are covered

by Redfield’s “No Excuses” full lifetime warranty. (877798-9686; redfield.com)

accessories

nificantly reduce recoil and allow the operator to properly fit the stock to his or her body. For 2013, ATI introduces the Raven stock for the popular Benelli M4 shotgun. The Benelli Raven M4 (SRP: $299.99) replaces the standard M4 buttstock with a kit that consists of two parts.

The basic buttstock allows a wide adjustment range to achieve the proper cheek weld position via a rear dial to control comb height. At the lowest position, it duplicates the factory stock, with adjustments to increase the height from there.

The elongated cheek rest is made from soft-touch polymer to help cushion recoil, and all internal adjustment parts are constructed from Military Type III anodized 6061 T6 aluminum.

An optional pivoting sling-swivel loop allows easy sling installation. A Scorpion Razorback Recoil Pad maintains contact with the shooter’s shoulder while absorbing recoil to help reduce muzzle lift for repeat shots.

The second component to the Raven stock is the Scorpion Recoil Grip. A full pistol grip, it uses an ergonomic, sure-grip material to dampen the recoil to the shooter’s firing hand and thumb. The combination of the two can take the sting out of virtually any shotgun load, while allowing the user to adjust the comb height for the best fit with any type of accessory sight.

The ATI Mossberg Side Saddle & Nine-Piece Full Add-a-Shell package

aDvancED TEchnoLogy inTErnaTionaL The Advanced Technology International (ATI) Raven buttstock is designed to sig-

(SRP: $139.99) is designed for the Mossberg 500 and 590 shotgun series. Made from Military Type III 6061 T6 aluminum, the base plate bolts onto these guns using

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existing screw holes in the top of the receiver. A skeletonized-design base plate weighs 3.5 ounces and allows for the mounting of up to nine modular Add-aShell holders. Nine holders are included, and up to three can be mounted on the ejection port side of the gun, with up to six on the non-ejection port side. The

user can configure the shell holders in any amount and location within those parameters.

The base plate also allows for the mounting of a 6-inch Side Saddle Top Rail (1.25 ounces) that allows sights, lights, or lasers to be mounted over the receiver. (800925-2522; atigunstocks .com)

Crimson Trace: The

Laserguard line now offers green lasers for many popular handgun models, including 1911s, Glocks, and Springfield Armory XDs and XDMs.

BLackhaWk

The new EPOCH Level 3 Light Bearing Duty Holster

(SRP: $107.99 to $124.99) provides three levels of retention and is designed to fit Glock 17, 20, 21, 22, 31, and 37 models and S&W M&P 9mm and .40 S&W guns equipped with installed under-barrel lights, including the TLR-1, TLR-2, X300, and X400. Constructed of polymer carbon fiber, the patentpending retention system consists of a thumb-activated Auto Lock and Pivot Guard, with a passive retention screw. The holster engages the pistol’s ejection port when holstered, and requires the user to actively release the gun. The Pivot Guard design prevents accidental closure.

The EPOCH includes a Jacket Slot Duty Belt Loop

and fits all Blackhawk injection-molded platforms.

The holster is available in a matte finish, plain, or basketweave.

The Blackhawk GripBreak series is an opentop design that features a patented locking mechanism that is released with a thumb lever. The molded release guard and inner molded shell provide added gun protection and smooth operation. It is available in an Italian outer leather construction (SRP: $76.99) and in a nylon model ($39.99) that features thermobonded, three-layer laminate.

Both models are available in black only and fit Colt 1911 (and clones), Glock models 17, 20, 21, 22, 31, and 32, and S&W M&P 9mm and .40 S&W. (800-6945263; blackhawk.com)

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WHAT WOMEN

WANT By BARBARA BAiRD

MITCH KEZAR/WINDIGOIMAGES

THEY WANT TO BE TREATED LIKE ANY OTHER CUSTOMER

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The National Shooting Sports Foundation’s latest firearms retailer survey asked:

“In your opinion, has the number of female customers in your store increased, decreased, or remained the same in 2011 over 2010?” Seventy-three percent of responding retailers said they had seen an increase.

That’s the good news.

The bad news is that retailers just aren’t doing a very good job of connecting with women shooters.

I have visited a dozen gun stores in the past year across the country and have seen firsthand how poorly most retailers are handling this new market. For example, I recently spent time with my sister, a new gun owner, as she attempted to find a concealed-carry handgun. Overall, most retailers wouldn’t even rate a passing grade.

I’m not the only woman shooter who feels this way. Upon checking with a few other women in the industry, it appears that visiting a gun store can be a hit-ormiss experience. What follows is a sum-

mary of their criticisms, along with some suggestions on how to improve the experience for women shooters.

No Eye-Rolling Anette Wachter, a gun blogger who goes by the handle “30 Cal Gal,” works in a Seattle gun store and designs ammunitioninspired jewelry on Etsy. She is also a competitive shooter who told me, “I compete with a service rifle, AR-15 in High Power RMC, Long Range Target competition with a .308 bolt action. For an USPSA pistol and 3-Gun event, I shot a Tanfoglio Elite .40-cal., an FN MK1 SLP shotgun, and a JP Enterprises SCR-11 in .223.”

She purchased the guns at the store where she works, but she described the perfect gun store experience for her: “If I know exactly what I want to buy, then I want to be able to fill out the FFL paperwork online from home and then just go in and pick it up. That is almost available

Anything Else?

ANETTE WAchTER: A store/vendor-sponsored “trunk show” would be kind of cool. Advertise an event where women can come in and speak with, hopefully, women staff and vendors about products, and have lit-

erature on hand with advice for all types of gun ownership—sport, self-defense, etc.

ShEllEy RAE: Many women new to the shooting sports feel more comfortable in a women-only environment. I think it helps them see they’re

now. If I’m just browsing and not sure of my purchase, then please bear with me, as I want to touch and feel the product.

And don’t roll your eyes when I have lots of questions you may think are stupid.”

She thinks that a first-timer might prefer a woman salesclerk, but as long as the associate is professional and courteous (and doesn’t roll their eyes), she’s cool with whoever helps.

As an employee of a gun store, she says, “I think gun store businesses are catching on to customer service. The gun industry is growing new shooters daily— especially women shooters. We are also a society of instant gratification and rating systems. With all of the online ratings at our fingertips, businesses can’t afford a bad reputation anymore. A store in North Seattle shut down recently because they had truly horrific service and their ratings online were devastating.”

not alone. There are way more women out there shooting than a lot of people realize. I think hosting women-only events really helps people to see how many women shooters are out there.

BRiTNEy STARR: I think women-only events are a great way to facilitate and

increase participation among women in the shooting sports. It tends to put women at ease as far as having a non-judgmental environment in which to learn.

KiRSTiE PikE: Women-only events would rock, especially if they serve Sasquatch meat sticks and good white wine.

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matter, but aside from that, sales reps need to understand that many women are quite knowledgeable about firearms and should be treated respectfully.”

Foot in Mouth

Most retailers report an increase in their number of female customers. Those women are looking for customer service, knowledgeable salespeople, and respect as shooters. (You know—just like men.)

Talk to Me Shelley Rae, editor of Western Shooting Journal, also hails from Seattle. Rae has been shooting skeet and practical pistol for six years; she even worked at the gun store with Wachter for two years.

“I want to be treated with respect and in a friendly manner,” she says. “I expect the salesperson I’m working with to be able to answer questions should I have them, but not be condescending.”

Rae’s big issue is with how a counterperson interacts with a woman customer.

“It’s important to me that the salesperson address me. It’s very degrading to go in with a male friend and have the person I want to purchase from talk to them and not me. I also have a pet peeve about being greeted when I come into the shop.

Too many times I’ve walked into gun stores and been ignored, even if it’s slow.”

She likes the idea of more women behind the gun counter because she has noticed that women prefer to talk to other women about concealed-carry options.

“The firsthand perspective is really helpful, and it gives customers a sense of camaraderie and understanding. Women know what women want,” she says.

Rae also says she would appreciate recommendations for accessories, but no pressure. Done the right way, this could bring her back to the store. “I’m big on brand loyalty. I’ll happily pay higher prices for better service.”

She cautioned gun store owners who

are riding that pink wave, thinking that now they have the perfect option for the “little lady.”

“We don’t all want the same thing,” Rae says. “There are a lot of assumptions that gun shop owners and employees make about women gun buyers: We want pink guns, or small guns, or to carry in a certain fashion. The truth is, we each have our own individual tastes, and trying to make generalizations about what we need isn’t going to go nearly as far as treating us with respect and as individuals who are looking for something specific that fits our lifestyle.”

R-E-S-P-E-c-T Kirstie Pike, CEO of Próis Hunting and Field Apparel for Women, lives in western Colorado. An avid hunter who owns a .30/06 as well as a 9mm Behr, she is currently shopping for a new shotgun.

She told me that when she goes to a gun store, she wants “someone who is knowledgeable about the different needs that women have, such as hand size, strength, length of arm, and recoil.”

It doesn’t matter whether that someone is male or female, as long as that sales associate realizes the customer they’re talking to will be purchasing the gun for her personal use.

“Once, in a sporting goods store, an employee assumed I was there for Steve [her husband]. He made me feel ridiculous, so I left. Physical differences do

Britney Starr resides in Michigan when she’s not guiding clients in her business; she’s also on the editorial staff of Women’s Outdoor News and on Próis’ field staff.

Starr has been shooting almost all her life, thanks to her dad, who is a business partner with her and a professional hunter.

She shoots handgun, rifle, and shotgun.

She described a recent purchase in her hometown gun store. “I was planning on turkey hunting and already knew which gun I wanted. I just needed to go in and complete the transaction. Mind you, the people at the gun store know who I am and that I am involved in the outdoors industry. During the process of filling out paperwork, one of the men asked if I was ‘actually going to use the gun for hunting.’ I looked at him and said, ‘What do you think I’m going to do with it?’ To which he answered, ‘Well, some writers just want to look the part. And you’re a girl, so...’”

Other than pulling the salesman’s foot out of his mouth, how would she improve that last situation?

“I think the perfect scenario would be going in to a store and feeling comfortable with the people behind the counter.

I don’t want to be stared at or made to feel like an alien because I’m a woman who hunts and shoots. I would like to be greeted promptly and have my questions answered in a non-condescending way.”

Starr’s advice for selling to a woman should be SOP for all gun stores.

“Don’t assume anything about a woman who walks into your store,” she says. “There are a lot of us who are proficient shooters and hunters. We really just want to be treated the same way as everyone else, and our gender should not be a factor in the kind of service we receive. If I need something, I’m not going to be afraid to ask. But you shouldn’t assume that I don’t know anything about guns because I have one question, nor should you provide me with unnecessary information or ‘baby’ me after I ask you something. The ‘Good Ol’ Boys Club’ is on its way out, and there are many of us who won’t stand for condescending behavior or poor treatment anymore.”

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W H AT ’ S S E L L I N G W H E R E

West

Jerry’s Outdoor CO Sports, Grand Junction

With new retail space that expanded the store to 11,000 square feet, this retailer’s firearms selection is at 1,200 guns and climbing, with large inventories of safes, holsters, and reloading supplies. Handgun sales are strong.

Jerry’s customers are interested in the new FN line of pistols, including the X and S models in 9mm and .40. Kimber 1911s are hot, and Springfield XDs and XDMs are also in high demand.

Modern sporting rifles are still seeing turns of multiple units daily.

Smith M&P Sporters and Bushmasters are in the top delivery spots. “Our MSR sales have really held their ground through the spring. Inventory is improving, and I don’t see it slowing down much,” said owner Jerry Stehman.

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

Ammo is still in high demand. To keep product on the shelves, Jerry’s is limiting ammunition sales to 100 or 200 rounds per customer, depending on the caliber.

WY

Gannett Sports,

Pinedale With 1,000 square feet

of retail space dedicated to hunting firearms and soft goods, Gannett Sports depends on campers and local outfitters for its summer business. Large-caliber handguns are in demand, especially Ruger Alaskans in .454 Casull and Blackhawks in .44 Mag. Several Judges have also moved this month. “Handgun sales for bears are a big part of our summer sales numbers,” said owner Pam Grove.

The store has moved a few boltaction Browning X Bolts in .223.

Several Browning X Bolt Medallions

Midwest Fine MNBoone’s Guns, Isle

This destination store has an indoor range and keeps more than 2,500 guns in stock. The handgun inventory is steadily improving and sales haven’t slowed. Glocks, Springfield XDSs, and Smith M&Ps are all pulling exceptional numbers; 9mm is the chosen caliber by a mile.

Varmint and plinking season is in full swing. Ruger 77s in .204 Ruger and CZ bolt-actions are moving better than they did last year. The hottest seller has been Ruger’s new Model 77 .17 Hornet. “The new .17 Hornet has really caught on here. In the Ruger platform, they’re sold as soon as they reach the shelf, and we don’t have to limit the ammo,” said gunsmith Lee Raverty.

MSR inventory has greatly improved, but sales have dropped within two months from five per

and Savage Mark 11 .22s have also been active for summer shooters.

Ammo sales are limited to 100 rounds per person.

Arms, IDRockwell Sandpoint

Although it operates a small brickand-mortar shop in downtown Sandpoint, this retailer moves the vast majority of product—firearms, parts and accessories, gear, and ammo—through its website. Sales across the board are impressive, with handguns leading the pack.

Glock 19 Gen4s and Kimber Solos top the list, but SIG 229s and 226s are only slightly behind.

With MSR sales holding steady, Knight’s Armament SR-15Es in .223 are in high demand, and Mossberg 175T .22s are flying out of the loading dock. Ammo stocks are down, but they are not being rationed.

day to just one per day. Top sellers include Colt and DPMS.

Kukull also mentioned that gun safe sales were at an all-time high.

Superior WI Shooters Supply, Superior

Midwest Gun IN Exchange, Mishawaka

Ammo and reloading supplies are in short supply at this Duluth-area store, forcing some rationing. “We try to sell .22 ammo to families getting ready for summer. Everyone is now limited to one box,” said owner Pat Kukull.

Everything .22 is hot here, from the few Ruger 10/22s that arrive to the Savage Model 93 bolt-actions.

MSR platforms and the new 1911 pistols also pull good numbers.

Handguns are steadily replacing falling MSR sales, and Ruger LCPs, Smith Bodyguards, and Springfield XDMs in .45 are all selling very well.

MSR sales have slowed from 10 per week to one or two per week.

Inventory is improving quickly.

Nestled just 10 miles from the Michigan state line, this northern Indiana retailer pulls customers from three nearby states. MSRs are still in high demand, and an improving inventory helps fuel multiple daily turns.

Rimfire MSRs are particularly hot.

Smith M&Ps are the fastest-selling guns; Ruger 10/22s head out the door on arrival. Top handguns include Ruger LCPs and Smith Bodyguards.

Ammo rationing has been in effect for several weeks. “We have established a limit of one box per customer, two if you purchase a new firearm,” said general manager Brad Rupert.

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THE TIME TO ACT IS NOW. Whether you are a manufacturer, distributor, retailer, or press partner, there couldn’t be a more crucial time in our history for you to join the National Shooting Sports Foundation (NSSF).

As the one true voice of our industry, the NSSF opposes the severely restrictive firearms bills that have been introduced in the U.S. Congress and in many states. This new legislation could affect millions of law-abiding citizens—and potentially cripple our industry.

As you already know, each and every one of us benefit from the NSSF. Without their voice and their influence, we could all be in for a long and devastating assault on our Second Amendment rights.

JOIN THE NSSF NOW. Call 203-426-1320 or visit nssf.org.

That’s why I’m personally calling on all non-NSSF members to step up, unite as one, and join today. Your membership will not only prove that you are a staunch supporter of our cause—it will enable the voice of our industry to grow that much stronger.

Please stand with me and help America carry on.

Together, we can make a difference.

Proud NSSF member since 1983.

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W H AT ’ S S E L L I N G W H E R E

East

Gun Sales, NYA&K Corfu

New York State gun laws are holding this dealer in a state of constant confusion, though he has found distributors and manufacturers considerate of his challenges. “It seems like we receive a different interpretation daily about what can be sold.

Distributors are becoming more helpful in finding inventory that’s legal to stock, but it’s highly complicated,” said owner Ken Wahl.

Inventories are still a challenge, with high demand for all things 1911.

As of summer, the most accessible 1911 has been the American Tactical.

Ruger LCPs and LCRs are moving briskly, and Glock 19s and 21s are just now arriving. Hunting shotgun sales are the slowest they’ve been in years. Ammo inventories and local prices are less than ideal, with .22 bricks selling for as high as $80.

South

Final Fight TN Outfitters, Union

Located just 20 miles from Reelfoot Lake, and specializing in waterfowl gear and home-defense products, this shop keeps close to 1,000 guns in stock. Ammo supplies at this store are stretched to the limit. “It wasn’t even this bad during the election. We have minimal stock across the board, and we have limited our customers to one box per sale. We are literally out of powder,” said counterperson Derek Barner.

Though sales of MSRs have cooled, they remain in high demand, and the store turns one every other day. Inventories have improved, and now Windhams and High Standards are seeing the majority of turns.

Handgun sales are impressive, with Glocks and Ruger LCPs and LCRs attracting the most attention. Glock inventories are improving weekly.

Trading PAJuniata Post, Everett

The big story at this small shop is the high demand for ammo and reloading supplies, coupled with a lack of inventory. “We get calls every hour for .22s,” said manager Lin Karns. “Last week, a dealer from Alabama was driving around picking up all the .22 ammo he could get his hands on. We can’t get .22, 9mm, .223, or .380.” Other difficult items include powders and primers. Karns said his powder inventory is off by 80 percent from last year’s.

Handgun demand is high and steady, with Ruger LCRs and LCPs pulling impressive numbers; Smith Bodyguards are just behind. Kimber 1911s are continuing to post strong numbers, as are Charter Arms .38 revolvers. MSR sales are down from several a day to four a week. Top sellers include DPMS and Stag.

Gun Shop, FLMike’s Pensacola

Keeping an average of 450 firearms in stock, this Panhandle store’s inventory is down by at least 200 guns. MSR sales are still just as hot as they were 60 days ago, with at least one crossing the counter each day. Top sellers include DPMS and M&P Sporters, all in .223.

Handguns continue to move briskly, especially Smith Bodyguards and Ruger LCRs and LCPs. Inventory is tight for any ball ammo, and .22 is rationed at two boxes per customer.

“Demand for ammo has been off the charts,” said counter salesman Shane Young. “With the exception of rifle calibers like .270 and 7mm, it may be the worst we’ve seen.”

Benelli shotguns (M2s and Super Black Eagles) are unseasonably in demand this summer. Sales of sporting bolt-actions have remained

NHLL Cote, Errol

This northern New England sporting goods store offers a massive 30,000 square feet of retail space. Inventories are replenishing; Glock 19s and Smith Bodyguards hold the top slots.

Demand is strong for Ruger LCRs and Commander 1911s. Back orders are getting caught up and sales are returning to a “high normal,” according to manager/owner Shawn Cotes.

“What I’d call ‘panic buying’ seems to have calmed. That said, our regular spring business is still active.”

Sales of MSRs have slowed to a third of what they’d been in April, but Colt, Bushmaster, and Smith M&Ps still see nearly daily turns. In turkey guns, several Benelli camo Super Black Eagle IIs and Remington 870 pumps have been getting attention. Ammo inventories are slowly improving.

high all spring. Kimber and highgrade Remington 700s, mostly in .270, are selling well.

Shooters, TXSharp Lubbock

In business since 1992, and with more than 3,000 firearms in inventory, this West Texas shop specializes in hunting rifles, handguns, and homedefense products. It is one of the largest independents in the state.

Sales of MSRs are slowing down but still ring the register daily. Rock River and SIG maintain the best numbers.

Handgun sales continue at a nearrecord high. Here, SIG 238s and 938s hold the high ground, but Ruger LC9s are also pulling impressive numbers. Ammo has been a challenge, said counterman Patrick Middlebrook: “We have ammo, but we’re only letting customers buy it two boxes at a time.”

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GOOD STUFF

B Y S L AT O N L . W H I T E

The Wonder of Wool

S

Nature’s ultimate performance fiber is tailor-made for hunters

That’s when a hunting partner told me about wool base layers.

“Are you kidding?” I said. “Wool is itchy and scratchy.”

“Not Merino wool,” he said.

And so I embarked on an odyssey, one that has transformed my hunting.

The Merino sheep is custom-built by nature to survive in extreme environments. Its thin, lightweight summer coat allows it to stay cool even when temperatures rise to 95 degrees; in winter, the animal grows a second, thicker coat that allows it to retain warmth even if the mercury drops below zero. In addition, the wool also is breathable. It wicks water vapor away from the skin quickly, allowing it to evaporate before you begin to feel clammy.

Above all, Merino wool is very soft; it has none of scratchy feel of ordinary wool. That final quality sealed the deal for me. So, two seasons ago I ordered base layers from Icebreaker (icebreaker.com), a New Zealand–based Merino wool clothing manufacturer. I wore lightweight shorts and T-shirts from Red Ram (an Icebreaker

subsidiary), and a heavier pullover from Icebreaker itself. In essence, the two systems work like the natural fibers found on the sheep itself.

So equipped, I embarked on a four-day elk hunt in Oregon’s

Blue Mountains, where every day before dawn we hiked to the top of a drainage and then spent a chilly hour or two glassing. The rest of the day was spent moving from drainage to drainage, trying to catch a bull as the herd moved

between feeding and bedding areas.

At one point my guide and I sat atop a bluff for five hours.

That’s when I realized another big plus for the spot-and-stalk hunter: Merino wool provides a lot of warmth in a very

1 2 3

1) Red Ram lightweight base layer; 2) Bergan’s of Norway Fjellrapp Half Zip; 3) Icebreaker heavyweight zipper pullover.

Closing the Sale

Merino wool base layers, unlike some other wool garments, do not require a trip to the dry cleaners. Just toss them into the washing machine. But do tell your customers not to put them in the dryer. Instead, they should hang them up on a line. For best results, recommend NikWax Wool Wash, which has been specially formulated for Merino wool. SRP: $9.50, 10-ounce container. (800-563-3057; nikwax-usa.com)

light, compact package.

Garments made from it roll up easily and take up hardly any space in a daypack, which allows you to bring along extra layers in case the mercury takes a tumble—or when you’re siting for a long time in a steady breeze.

But the clincher was when my nose weighed in. At the end of a week, the base layers didn’t stink—and I sweated completely through them every morning on those long climbs to the top. Merino wool simply doesn’t retain odor the way polypropylene does.

When I got home, I threw out all of my old underwear. I hunted all last season in Merino wool base layers, and recently added Merino wool base layers from Bergan’s of Norway (bergans.com) and Ibex (ibex.com), both of which, like Icebreaker and Red Ram, perform at a very high level.

Merino wool base layers aren’t cheap (some tops top $100), and they certainly aren’t for every hunter. Your primary candidate is the spotand-stalk big-game hunter. In this case, you’ll want to emphasize the wool’s extraordinary warmth–to-weight ratio.

LUKE NILSSON

everal years ago, while sitting in an unheated deer stand in northern Saskatchewan in below-zero temperatures, I learned a fundamental truth about hunting: You can hunt when you’re uncomfortable, but when you’re miserable, you’re done. I managed to stay just warm enough (through a combination of seven layers of fleece and polypropylene) to take a nice whitetail, but at the end of week, I had also learned a hard truth about polypropylene underwear. Though it did a good job of wicking away moisture, and dried quickly when wet, even after several washings it retained a musky odor. And that smell only got worse on subsequent hunts.

52 ❚ SHOT BUSINESS ❚ JUNE/JULY 2013

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In 1990 a Navy SEAL was navigating a minefield when his pack failed. As his gear tumbled to the ground, he vowed that if he got out of there alive he would make gear the right way. Today this obsession with quality applies to everything we do. We’re constantly researching, refining and perfecting every detail to provide gear that won’t let you down. Because we’re not just making stuff. We’re honoring a vow.

MAKE THE DARK AFRAID OF YOU.

Contact Dealer Services at (866) 223-9388

© 2013 BLACKHAWK!® NORFOLK, VA U.S.A. 1.800.694.5263 BLACKHAWK.com

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NEW PRODUCTS (Continued from page 56)

Redfield’s Revenge riflescope makes longrange shots easier with its Dial-N-Shoot feature.

Redfield

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

Redfield aims to make long-range shooting with its Revenge riflescope easier than ever with the addition of Dial-N-Shoot (D-N-S) ballistically calibrated dials. Each Revenge D-N-S comes with five pre-engraved Bullet Drop Compensation (BDC) elevation dials to match the ballistic profile of most common hunting cartridges. Simply install the dial that matches the ballistics for your ammunition, and long-range precision is as simple as Dial-N-Shoot.

The Revenge D-N-S features Redfield’s Accu-Plex reticle. Simply adjust the magnification until the game-size target fits in the bracketing feature of the Accu-Plex reticle, then read the distance indicated on the top post. Then turn the D-N-S elevation dial to the correct distance, center the reticle, and squeeze the trigger. Tic marks every 2 MOA on the horizontal stadia allow accurate and repeatable wind holds.

Redfield Revenge also offers AccuRanger (ABS) reticles, which provide fast range estimation and holdovers for many of the more popular cartridges. Simply adjust magnification until the game fits within the proper bracket: varmint, deer, or elk/coyote. Then read the range in the top post, zoom to maximum magnification, and use the correct holdover point in the reticle to make the shot. ABS reticles are also available for crossbows and muzzleloaders that use sabot ammo. The Revenge is completely waterproof, shockproof, and fogproof, and is covered by the Redfield’s lifetime warranty. SRP: $249.99.

(877-798-9686; redfield.com)

rings and bases. Available in matte, gloss, or silver finishes, they are specially designed to fit the Model 783. (800538-7653; leupold.com)

Nosler Designed with an optimum performance window ranging from 1,300 fps to 3,200 fps, the AccuBond-LR has a unique tapered jacket geometry and proprietary bonding process that lets it expand rapidly for effective energy transfer while retaining enough weight for deep penetration. The bonding process allows the bullet to perform reliably on game throughout the velocity range, eliminating the problem of being “too close,” an issue sometimes seen with other high-ballistic-coefficient bullets. The new AccuBond-LR will be packaged in 100count boxes, and will initially be available in 129-grain 6.5mm, 150-grain .270, 150-grain 7mm, 168-grain 7mm, 175-grain 7mm, 190grain, and 210-grain .30. (800-285-3701; nosler.com)

Traditions Performance Firearms Traditions Training Cartridges are the only training cartridges available that meet all SAAMI (Sporting Arms and Ammunition Manufacturers’ Institute) specifications for dummy ammunition. The Training Cartridges are weighted like ammunition, Leupold’s new STD, QR, and QRW rings and bases are made especially to fit the Remington Model 783.

Leupold Remington’s new Model 783 bolt-action rifle is built on a round receiver, which creates a bit of a problem when mounting a scope. Although Model 700 bases can be used in the front, they won’t sit properly if used in the rear. Leupold has remedied that with its new STD, QR, and QRW

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so when the shooter is practicing, it feels like the real thing. The cartridges, available in more than 60 chamberings and gauges, are perfect for function testing, dry-fire practicing, malfunction drills, and teaching aids. Their durable brass cases and rims are designed to withstand heavy use. (860388-4656; traditionsfirearms.com)

Range Systems The Lok-Tite steel target series has been designed to meet the need for sturdier target stands that can withstand larger calibers, higher velocities, and more aggressive bullet types. Developed for serious shooting enthusiasts, the robust targets are made from ½-inch-thick AR500 steel. These targets can easily handle larger calibers, such as .300 Winchester Magnum. All targets in the series attach to the sturdy two-post mounting stand. Armored and nonarmored stands are available in vertical or 20-degree forward angle. Currently, Range Systems offers 10 target models to choose from, but custom sizes and target styles are also available. SRP: $245 to $500. (877-

Browning

CampCo

For 2013, the new A-Bolt III rifle will be available in a Composite Stalker model in four different calibers (.30/06, .270 Win., .300 Win. Mag., and 7mm Rem. Mag.).

Features include a bolt-unlock button that lets users unload the firearm with the safety on, a removable box magazine, and a matte-black composite stock with textured grip areas. The steel receiver is drilled and tapped for scope mounts, and the hand-chambered free-floated barrel boasts a target crown. SRP: $599. (801-

CampCo, an official Smith & Wesson licensee, is now carrying a new line of Smith & Wesson–branded pepper spray products for the personal defense and law enforcement markets. The powerful formula utilizes 2 million Scoville heat units, delivering the potential to immobilize an assailant for up to 30 minutes. Made in the U.S. and affordably priced, Smith & Wesson Pepper Spray is available in ½-ounce to 4-ounce sizes, with a variety of storage and holder options. SRP: $8.95 to $17.95.

876-2711; browning.com)

(323-766-2555; campco.com)

Traditions Training Cartridges come in a variety of chamberings and gauges, and are weighted like live ammo for more effective practice sessions.

423-1785; range-systems.com)

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NEW PRODUCTS

Kimber

Chambered in .22 LR, the Rimfire Compact Conversion Kit fits Kimber Ultra, Compact, and Pro models as well as other mil-spec 1911 brands with similar-size frames.

Installation takes just moments for this low-recoil training tool, and does not require any tools or gunsmithing. Best of all, a conversion kit pays for itself in ammunition savings after only a few trips to the range.

Slides are machined from aluminum, and the 4-inch barrels are cut to match-grade dimensions for accuracy. Fixed low-profile sights are secured in machined dovetails. Conversions are designed to operate with high-velocity .22 LR ammunition. SRP: $333. (888243-4522; kimberamerica.com) (Continued on page 54)

56 â?š SHOT BUSINESS â?š JUNE/JULY 2013

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WELCOME TO THE CLOSEST BOND YET

When aiming feels as natural as breathing, that’s when you know there’s an M&P in your hands. An 18-degree grip angle ensures a natural point of aim, and three interchangeable palmswell grips tailor your gun to you.

Where grip meets hand, where fit meets form, where design meets you.

FIND THE RIGHT M&P FOR YOU AT SMITH-WESSON.COM

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we only make guns we want to shoot

and we’re damn near impossible to please.

Advancing the 1911 by hand in North Carolina.

With breakthroughs like our premium application of an Ionbond® finish, oversized extractor and double-stack, high-capacity capability, PARA craftsmen are improving John Browning’s design like no one else on earth. Our pistols are built by hand, with precision, for a lifetime of hard use.

©2013 RA BRAnds, LLC.

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