SHOT Business | October-November 2010

NSSF

VOLUME 18, NUMBER 6 OCTOBER/NOVEMBER 2010

SHOOTING, HUNTING & OUTDOOR TRADE

Modern Sporting

RIFLES There are a lot of new MSR owners out there—all of whom need a slew of accessories PG. 30

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FIRING LINE:

GOOD STUFF:

The Mossberg 590A1, a powerhouse made to military specs, is now available for civilian purchase PG. 26

Want to tame recoil on shotguns and rifles? Here’s how PG. 46

9/14/10 2:30:07 PM

ThaT’s savage accuracy.

We get stuff like this in the mail all the time. That’s because the accuracy testing goes on long after these rifles leave our factory. So when you go to spend your hard earned dough on a new rimfire rifle, make sure you’re getting accuracy you can bank on – Savage Accuracy.

Target courtesy of anonymous Savage Customer.

The new BSEV available in .22 LR, .22 WMR and .17 HMR

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ys u o s.c rm e avg

m o .c

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S H OT B U S I N ES S

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OCTOBER/NOVEMBER 2010

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VOL. 18, NUMBER 6

CONTENTS

Departments 14

30

2

EDITOR’S NOTE The

5

NEWS BRIEFS Steyr Arms is bringing back M-A1 and S-A1 semis; LaserMax starts shipping XDM Guide Rod Laser

22 24 26

Features

30

AFTER THE BUBBLE BURSTS

36

Though sales of MSRs have slowed, all those new owners now need accessories BY

A QUESTION OF COLOR

Do women shooters and hunters really want pink products?

Maybe... maybe not BY

40

THE MULTI-GUN PHENOMENON

It’s the hottest game around, but do you know how to sell it? BY

28

COVER: WINDIGOIMAGES.COM

Show U. offers firearms retailers opportunities that can increase their profits

18

EPA DENIES PETITION The

18

UPDATE ON EXCISE TAX

EPA denied a petition by an anti-hunting group to ban traditional ammunition

New legislation permits firearms and ammunition

19 19 20 21

SHOOTING SPORTS STUDY

without going broke

FIRING LINE The

Mossberg Model 590A1 is an American military– endorsed powerhouse UNDERCOVER SHOPPER Can a novice

practical shooter get practical advice in Denver?

WHAT’S SELLING WHERE

The 2010 edition of shooting sports participation released SHOT SHOW GETS A NEW, MORE INCLUSIVE LOGO

FYI How to give to charity

48 56

CHRIS CHRISTIAN

manufacturers to pay excise tax quarterly

you lose a Form 4473

GOOD STUFF To take the sting out of shooting, you’d be wise to offer recoil-reduction stocks from Knoxx

PHIL BOURJAILY

FROM THE NSSF SHOT

ATF Q&A What to do if

46

MARILYN STONE

NSSF Update 17

women’s market is a slippery slope

NEW PRODUCTS

Buck Knives new Paradigm line; Rock River Arms PDS Pistol; and more

56

NSSF DELIVERS VALUE YOU SHOULD KNOW Some facts about the SHOT Show

OCTOBER/NOVEMBER 2010 ❚ SHOT BUSINESS ❚ 1

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editor’s note nssf

Slippery Slope Do women really want pink products?

I

’ve used this space for quite some time now to urge independent retailers to run modern, smart businesses.

One way to do that is to continually re-invest in the property so as to maintain maximum customer appeal.

This month I’m taking some of my own advice as we unveil a new, updated look for SHOT Business, based on the redesigned issues of SHOT Daily that debuted at the 2010 SHOT Show. We received so many compliments on the fresh new look of the Dailies that we decided we needed to upgrade the mother ship as well.

It’s all part of our continuing commitment to bring you industry news, selling tips and business information in a format that’s instructive, interesting and entertaining.

One article in particular should grab your interest this issue. In “A Question of Color” (page 36), SHOT Business Contributing Editor Marilyn Stone looks at a hot trend in the shooting sports industry—pink products designed for women.

To some manufacturers, given the emerging strength of this market, “going pink” might seem to be a slam-dunk. It’s not. It’s really a highly complex issue, as it mixes product development with gender and generational politics.

One of the big problems here lies with manufacturers that think all they need to do to earn the loyalty of women customers is grab an existing product and paint it pink.

Wrong. This is a truly slippery slope. Some women embrace pink; others detest it. More important, many women are more concerned about getting equipment—be it shooting vests or handgun grips—

that actually fits. Color is secondary.

Neil Howe, a demographic expert who spoke at the 2008 National Shooting Sports Summit, spoke to Stone for this article.

According to him, a woman’s age greatly affects her reaction to pink.

As a rule, older women (those over 50) find pink products condescending. Younger women, especially those of Generation X, are more likely to embrace the color.

Stone amplifies this insight, saying, “Women who find pink products demeaning and condescending want people to see them for their skills first, not their gender.

Women who prefer pink may see it as extension of their feminine style to their outdoor interests.”

As with so much in life, it’s complicated. The lesson for a retailer? Study the demographics of the women’s market in your area, and then order accordingly.

In other words, listen to the voice of the customer, which is hardly a new concept. Choosing products designed specifically, not superficially, for women hunters or shooters is probably the best way to go.

But after all the Sturm und Drang, it really boils down to a single point. As the great Aretha Franklin once sang, it’s all about “Respect.” With a capital R.

slaton l. White, Editor

slaton l. White, editor

Margaret M. nussey, Managing Editor david e. Petzal, Shooting Editor John Burgman, Assistant Editor Maribel Martin, Senior Administrative Assistant James a. Walsh, Art Director shayna Marchese, Associate Art Director Paul l. Catalano, Production Manager ContriButing editors

Larry Ahlman, Michael Bane, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone

eriC ZinCZenko, Vice President, group Publisher adVertising: 212-779-5316

John graney, Associate Publisher gregory d. gatto, National Endemic and Online Sales Director Paula iwanski, Northeast Brian Peterson, West stephen Mitchell, Southeast elizabeth a. Burnham, Associate Publisher, Marketing & Online Services ingrid reslmaier, Marketing Design Director

Business oPerations

tara Bisciello, Business Manager

ConsuMer Marketing

robert M. Cohn, Consumer Marketing Director raymond Ward, Senior Planning Manager shelley shames, Fulfillment Manager

ManufaCturing

laurel kurnides, Group Production Director Barbara taffuri, Production Director

Bonnier

Chairman, Jonas Bonnier Chief executive officer, Terry Snow Chief operating officer, Dan Altman Chief financial officer, Randall Koubek sVP, Corporate sales & Marketing, Mark Wildman Vice President, Consumer Marketing, Bruce Miller Vice President, Production, Lisa Earlywine Vice President, e-Media, Bill Allman Vice President, digital sales & Marketing, John Haskin Vice President, enterprise systems, Shawn Larson Vice President, human resources, Cathy Hertz Vice President, Corporate Communications, Dean Turcol Vice President, Media development, Michael Starobin Brand director, John Miller director, licensing & Merchandising, Stanley Weil Publishing Consultant, Martin S. Walker Corporate Counsel, Jeremy Thompson

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 18, issue 6. copyright © 2010 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 mcclain robertson, bonnier corporation, 2 Park Avenue, new York, nY 10016-5695. Periodicals postage paid at new York, nY, and at additional mailing offices. rePrIntS: Wrights reprints, 877-652-5295.

PoStmASter: Please send address changes to SHot business, P.o. box 422494, Palm coast, FL 32142-2494.

Printed in the USA. to subscribe, renew a subscription, change your address or other queries, please call our toll-free customer number: 866-615-4345.

For editorial inquiries, write to Slaton L. White, SHot business, 2 Park Ave., new York, nY 10016

2 ❚ Shot BuSineSS ❚ october/november 2010

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Your Future Is Our Business It’s Also Our Mission and Passion National Shooting Sports Foundation® Join the National Shooting Sports Foundation. Help us attract, excite and inform new hunters and shooters – and turn them into your customers.

All of us are a part of the lucky few who make a living pursuing our passion. We are the National Shooting Sports Foundation, the trade association of the firearms, ammunition and shooting industry. By becoming a NSSF member, you enable us to attract, excite and inform new hunters and shooters in every state about the sport we love . . . new enthusiasts mean more business for everyone. Whether it is in the field, on the range, in Washington, D.C. or 50 state capitals, we stand proudly as your voice. Help us make your voice louder and stronger where it counts.

For almost 50 years, our mission has always been to promote, protect and preserve our hunting and shooting sports. Now more than ever, it’s time to shoot for more and become a NSSF member. To join, contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

© iStockphoto.com/Sami Photography

The future of your business depends on it.

www.nssfmembership.com

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The Fiocchi Tundra Tungsten compound is the breakthrough innovation in waterfowl hunting.

Shotshell Hunting Line

Deforms like Lead, can be used with ALL chokes AND is non toxic.

Available in 9.5 g./cc (superior weight to Bismuth) and 12.5 g./cc (superior weight to lead).

For the Fiocchi dealer near you, Call 417.449.1043 / visit www.ďŹ occhiusa.com Go to: www.ShotBusiness.com for free info.

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EDITED BY JOHN BURGMAN

Bits & Pieces

NEWS BRIEFS NEWS

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PROMOTIONS

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AWARDS

❚

OUTREACH

Consumer Rebates on Select Marlins

Marlin Firearms is now offering a 2010 Fall Consumer Rebate program for many of its popular rimfire and centerfire rifles. The promotional campaign features cash-back savings on select Marlin .22 auto-loading rifles and Model 336 lever-action centerfire rifles with qualifying retail purchases from August 1, 2010 through December 31, 2010.

The 2010 Fall Marlin Promo program features significant consumer savings of up to $35 on new-gun purchases that meet the rebate eligibility requirements. Consumer rebates are mail-in only and must be received by January 15, 2011. Rebates are limited to one entry per offer per person, address or household, unless otherwise stated on individual coupons.

Remington Helping to Restore the Gulf

As part of its Fall 2010 Rebate Roundup program, Remington is offering a way for consumers to make donations to the Coastal Conservation Association (CCA), a non-profit grassroots organization.

By checking a box on the rebate coupon, consumers can choose to donate their rebate to the CCA, which will put it toward restoring the Gulf of Mexico and its wildlife habitats.

Products with rebate offers include Remington’s Model 870TM Express pump-action shotguns, Model 11-87TM shotguns and specific Model 700TM bolt-action rifles, as well as ammunition such as Remington’s Premier Copper Solid Sabot Slugs and CoreLokt centerfire rifle cartridges.

Steyr’s M-series was developed for law enforcement, but grew a devoted following of shooting enthusiasts as well. The M-A1 (pictured) will now be available to American shooters again.

Back in the USA Steyr Arms has good news for its American fanbase. The Austrian firearms manufacturer recently announced that it is bringing its popular M-A1 and S-A1 semi-automatic handguns back to the United States. The first batch of these pistols has arrived at the Steyr Arms headquarters, and the pistols will begin shipping to retailers soon.

Nearly identical in form and function, the M-A1 is the full-size series with a 4-inch barrel, while the S-A1 is the compact series with a 3.6-inch barrel.

Chambered in either 9x19mm Luger or .40 S&W, the M-A1 and S-A1 have received praise from American shooters for their ergonomics, safety features, sighting system, accuracy and reliability.

Both pistol series feature polymer frames that offer shooters a high grip and a low barrel axis that mitigates muzzle rise, as well as a grip angle designed to provide a natural point of aim.

The frames include Picatinny rails for mounting illumination and laser-aiming devices. A trigger safety with a Reset Action System trigger requires positive finger pressure to operate the doubleaction-only design. The striker-fired pistols also incorporate a safety lock.

The fixed, low-profile sights present a triangle/trapezoid configuration for fast target acquisition—the triangular shape of the front sight naturally directs the shooter’s eye toward the target. The barrels are cold-hammer-forged with polygonal rifling, and the chambers are fully supported.

“Almost every day for nearly two years, we have received calls and e-mails from customers asking when we were going to bring back the M- and S-series pistols,” said Scott O’Brien, CEO of Steyr Arms.

“I am very pleased that today we can say, ‘The time is now.’”

O’Brien continued, “As we were with the return of the AUG last year, we’re extremely excited to reintroduce two more iconic and highly desired firearms for American shooters.”

Steyr Arms, which was established in 1864, is also the U.S. importer for Merkel and Anschutz firearms. The suggested retail price for either the M-A1 or S-A1 is $649.

The paper used for this magazine comes from certified forests that are managed in a sustainable way to meet the social, economic and environmental needs of present and future generations.

OCTOBER/NOVEMBER 2010 ❚ SHOT BUSINESS ❚ 5

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news briefs

Big Green Offers a New Line Of Field Point Foam Targets Archers who purchase a new weatherproof, “green” target this fall will also be helping the environment Big Green Targets, one of the leading manufacturers of archery targets made entirely from recycled materials, recently introduced the Pro Series Field Point Targets. The Pro Series Targets are available in four sizes—the Super Pro, Lightning Pro, Magnum Pro and Outfitter Pro. All targets feature front-side and back-side high-definition, screen-printed wild game images.

Every Big Green Target is completely weatherproof and features double-sided targets on the front and back and a proprietary design consisting of a heat-bonded, layered closed-cell foam outer core filled with a combination of recycled fabric and foam.

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The targets are capable of stopping arrows shot at 350 feet per second or more, and while the targets are designed to stop fast arrows, they’re also built with ease-of-removal in mind to ensure an enjoyable shooting experience.

The “Green” in Big Green Target refers to the company’s commitment to the environment. Each target is produced from post-industrial waste that, were it not put to good use, would have ended up in a landfill. On top of that, Big Green Targets also accepts all used targets for recycling as well.

The targets range in price from $54.99 for the 17-pound Super Pro to $94.99 for the 36-pound Outfitter Pro.

Pro Series targets from Big Green Targets feature bold, vivid designs that can withstand the elements.

9/16/10 9:53:43 AM

GunVault’s MicroBioVault Is the Safety Product of the Year GunVault, makers of firearms security products, announced that its MicroBioVault was chosen as the “Safety Product of the Year” by the Shooting Industry Academy of Excellence. The award was presented on July 23, during the 8th Annual Shooting Industry Masters in Grand Island, Nebraska.

“We are thrilled to receive this award from Shooting Industry,” said Mike Baker, president of GunVault. “It’s a tremendous honor to be chosen as this year’s best when it comes to security products from such an esteemed group of industry leaders.”

The MicroBioVault’s notebook-style design allows the owner to securely transport a handgun or valuables. The safe fits inside a briefcase or day pack and can be accessed with GunVault’s No-Eyes keypad and biometric fingerprintrecognition technology.

The 500-member Shooting Industry Academy of Excellence is made up of manufacturers, distributors and dealers. It considered 114 product entries and 41 service award

1-800-845-3711

entries this year. This marks the 19th year that such achievements have been formally recognized by the academy.

The MicroBioVault uses biometrics, specifically fingerprint recognition, to allow access to the safe’s contents. A high-performance algorithm is used to achieve speedy identification of enrolled fingerprints, while at the same time maintaining a very low False Reject Rate (FRR).

The MicroBioVault system can handle up to 60 fingerprint templates. In addition, the MicroBioVault is constructed of tamper-proof, heavy-gauge steel for maximum protection, and features a soft foam interior to protect contents. The keypad triggers a lid that not only has a high-strength lock mechanism, but also performs reliably, time after time.

The MicroBioVault is powered by four AA batteries. A back-up key is provided to consumers for emergency access.

www.EllettBrothers.com

267 Columbia Ave., Chapin, SC 29036

Looking For a Distributor You Can Count On? We Carry What You Need To Grow Your Business H&R HANDI-RIFLE™ SYNTHETIC

MAVERICK 88™ SECURITY WITH PISTOL GRIP KIT

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news briefs

Levi’s and Filson Partner to Introduce Workwear Line The new joint collection of workwear-inspired men’s apparel and accessories is made in the USA Levi’s recently entered into a new design partnership and exclusive menswear collection with Seattle-based outdoors outfitter Filson. The new collection marries the craftsmanship and history of the two apparel companies.

The Levi’s Workwear by Filson range spotlights the blue-jean company’s workwear origins, while utilizing Filson’s manufacturing techniques, fabrications and styles. This collection of functional men’s apparel and accessories carries the lifetime guarantee associated with both partners, and will be sold in select Levi’s and Filson retail stores and online (levi.com and filson.com).

Levi’s Workwear by Filson includes outdoor clothing made from materials such as oil-finish tin cloth, twill, bridle leather, brass hardware and rigid denims.

“Levi’s and Filson’s celebrated workwear products helped equip the pioneers who built America, and continue to be embraced today by the new American pioneers who are reshaping the landscape of America,” said Carl Chiara,

The Trucker Jacket is a featured item from the new Levi’s Workwear

by Filson collection.

director of men’s and women’s brand concepts for Levi’s. “Our partnership with Filson is a natural, authentic extension of our trailblazing brand values.”

“The Filson and Levi’s brands have made quality products for well over 100 years that, in essence, have stood the test of time because of their original iconic designs and sturdy materials,” said Bill Kulczycki, CEO of Filson. “The Workwear collaboration celebrates each

brand’s hallmark qualities and the fact that both have been handed down through generations. This collection—made in Seattle, Washington— presents the best of the best from both Levi’s and Filson, reinforcing their relevance in a time when consumers’ emotional connection to brands is paramount.”

The new Workwear line features the original Levi’s Trucker Jacket, the Filson Cruiser Jacket cut in Levi’s denim, the first fully functional denim shooting shirt, a denim-and-wool cap and a selection of bags—two tote styles and a small duffle—built to withstand heavy use in the field. The collection will range in price from $50 to $228.

The Levi’s Workwear by Filson collection is the latest endeavor in an ongoing series of special Levi’s products and styles that are constructed, finished and manufactured in the United States, using imported materials. Previous lines include collaborative limited-edition collections developed with Brooks Brothers, Opening Ceremony, Robert Geller and Engineered Garments.

Sitka Site helps hunters Stay Warm Sitka is making dressing for the cold weather easier. The company has launched a web initiative, the Sitka System Builder (sitkagear .com/system-generator.aspx), that is designed to take the guesswork out of choosing the right layering system for hunters in any given weather conditions.

“Proper layering is the key to staying comfortable, and ultimately staying on the stand longer,” said Sitka founder Jonathan Hart. “We developed the Sitka System Builder

to help customers choose the appropriate layers based on their individual hunting situation.”

The Sitka System Builder allows consumers to control and change a number of variables, including the game they’re pursuing and the season and type of terrain they will be hunting in. The builder will then identify the proper gear to maximize the hunter’s comfort and hunting experience.

Sitka has long been known as one of the leading manufacturers

of hunting apparel that encorporates new technology, but such a tie-in with web technology, as well as the ability for its website to provide instant, customizable service to a consumer, is noteworthy.

“The most frequent question we get from customers is, ‘What is the right system for me?’” said Kevin King of Sitka Gear. “The System Builder helps hunters answer this question and properly build the best system based on their hunting style and environment.”

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Kahr Tommy Guns Coming to California Kahr Arms recently partnered with LAN World to introduce California-legal Tommy guns to the market. The companies worked together to comply with California firearms laws.

LAN World designed a device called the Bullet Button that attaches to the lower receiver of the Thompson-style rifles. The Bullet Button prevents the actuation of the magazine release lever by hand. Following California law, if the user needs to use a tool to release or remove a magazine, then the firearm is considered to no longer have a detachable magazine. Without a detachable magazine, the firearm is allowed to have features such as a pistol grip or flash hider.

All orders for the new Tommy guns will go directly through LAN World, rather than Kahr Arms.

Thompson-style, semi-automatic centerfire rifles have traditionally fallen short of complying with restrictions in the state of California because of a number of features, including accepting a detachable magazine, having a magazine with

the capacity to accept more than 10 rounds or having an overall length of less than 30 inches.

Kahr Arms and LAN World have chosen six of the Thompson model rifles that, with the Bullet Button device kit applied, will be California-compliant and will come with 10-round stick or drum magazines, depending on the model.

Also of note is the fact that the device does not modify the firearm in any way, and is removable.

To fill orders for the Tommy guns, Kahr will ship the firearms directly from the factory to LAN World in Salt Lake City, Utah. There, LAN World will test and certify each device, and ship with the appropriate California paperwork to the end dealer for their customer.

Courtesy The National WWII Museum

www.nationalww2museum.org

Made with Pride in the U.S.A.

“Walnut Stock”

“Paratrooper Folding Stock”

Model: AOM130 (shipped with 15 rd mag) Model: AOM140 (shipped with 10 rd mag)

Model: AOM150 (shipped with 15 rd mag) A-O M1 Carbines are prohibited in NJ. Please check with your local law enforcement agencies.

KAHR ARMS: 130 Goddard Memorial Drive, Worcester, MA 01603 Sales Support & Service: 508-795-3919 | Websites: www.tommygun.com / www.tommygunshop.com

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®

®

9/16/10 9:59:57 AM

NEWS BRIEFS

On the Move New and noteworthy hirings and promotions in the industry

Ray Sharrah

Streamlight, a leading manufacturer of high-performance flashlights, announced the promotion of Ray Sharrah from chief operating officer to president and chief executive officer.

George Collier

Streamlight also announced the promotion of George Collier to executive vice president. Collier will retain his current title of chief financial officer.

Richard Lipsey

Lipsey’s announced that CEO Richard Lipsey is the new chairman of the National Association of Sporting Goods Wholesalers. His term runs through January 2011.

Brad Little

Le Chameau, the high-end footwear brand distributed exclusively through Lipsey’s, has named Brad Little the National Brand Manager. Little joined Le Chameau in mid-June.

Todd Hibbs

Leatherman recently named Todd Hibbs as its government business manager.

The new position will be based out of Columbus, Georgia, and focus specifically on serving the military.

Outdoor World® Custom Emboidery

Customize your Bass Pro Shops products with embroidery.

Our state-of-the-art facility specializes in recreating your logo in distinctive embroidery tailored to your specifications. Our awardwinning staff specializes in exacting attention to detail and quality.

Our embroidery designs are created in-house, designs are sampled and then approved by you before we process your order.

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Call 1-866-389-2662 to speak with an embroidery specialist or email

embroidery@basspro.com.

We will guide you through the process of submitting art and getting your logo on Bass Pro Products.

We offer corporate solutions too!

9/16/10 10:01:39 AM

Leupold’s Mark 4 Improvements Give Sportsmen an Advantage Consumers can fit their riflescope to meet their precise shooting needs Leupold’s Tactical Optics Division has “These upgrades further enhance our upgraded its Mark 4 Extended-Range/ field-proven line of Mark 4 riflescopes,” said Tactical (ER/T), Long-Range/Tactical Kevin Trepa, Leupold’s vice president of tac(LR/T) and Mid-Range/Tactical (MR/T) tical sales and marketing. “Our mission to riflescopes to give American servicemen and serve the unique needs of American servicesnipers an even greater edge on the modern men and demanding civilian shooters continbattlefield. ues as we develop precision optics to help The upgrades also offer several optical them take advantage of the reach and power advantages for hunters, competition shooters of their rifles.” and other shooting enthusiasts. Each scope The Xtended Twilight Lens System is comes in a matte black finish and is covered Leupold’s lens-coating technology for lowby the company’s Tactical Optics Warranty. light conditions. The system utilizes Leupold’s Leupold is upgrading its scopes.

Primary upgrades to the Mark 4 include index matched glass with lens coatings Leupold’s Xtended Twilight Lens System, as designed to optimize the transmission of lowwell as options such as M5 0.1 mil windage and elevation light wavelengths. As a result, shooters receive a crisper, brighter adjustment dials, Horus reticles, front focal plane reticles and sight picture in dim light. third-generation illuminated reticles. In addition, selected While no single Mark 4 riflescope can be fitted with all the options can be retrofitted for existing Mark 4 riflescopes, depend- upgrade options, numerous variations exist and most models are ing on the model. capable of accepting multiple upgrades.

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news briefs

Winchester Ammunition and SHE Outdoor Apparel Team Up Winchester Ammunition and SHE Outdoor Apparel—which manufactures safari, upland, and camouflage outdoor clothing and accessories for women—recently announced a partnership that will offer a new line of functional and stylish shooting apparel.

Styles will bear Winchester’s “horse and rider” logo and will be designed to function comfortably for a number of activities, as well as in a number of climates. Styles will be offered in short- and long-sleeve T-shirts, shooting shirts, tailored safari-style shirts and sweatshirts in various colors.

“We were honored to work with Winchester to create these new signature designs,” said Pam Zaitz, president and lead designer of SHE Outdoor Apparel. Zaitz continued, “Every garment has the trademark Winchester

logo and features our signature style of fashionable and functional clothing for women.”

The new line will be called Winchester Women’s Logo Wear by SHE Outdoor Apparel, and will be available online at winchestergear.com.

SHE Outdoor Apparel is a Texas-based company that was founded in 2005. Its website is shesafari.com.

In recent years, Winchester has branched out from its firearms roots. In addition to making inroads into the clothing market with companies like SHE Outdoor Apparel, Winchester focuses on conservation.

NILO Farms—the company’s 640-acre hunting preserve, founded by John Olin in 1952—is open to guests and maintains an extensive natural habitat for wildlife through various land management practices.

Winchester Women’s Logo Wear by SHE will include various shirt styles.

MG Industries Taps Laura Burgess Marketing for PR Representation MG Industries, based in Bangor, QCB-C Upper Receiver and a Maine, recently announced that it 16-inch barrel. From this base syshas chosen Laura Burgess Marketing tem, shooters can purchase and (LBM) to provide public-relations utilize the rest of the ever-growand marketing support. MG ing system, including various Industries is known for manufacturmagazine wells and caliber coning the Hydra Modular weapons versions. system. LBM will work with MG Shooters are able to fire several Industries president Mack Gwinn calibers, including .22, .223 and to develop and administer writer 5.56, 6.5 Grendel, 6.8 SPC, .450 The MARCK-15 from MG Industries is also known as Thumper, .458 SOCOM and the relations, advertising and marketing the Hydra. It is among the company’s most popular initiatives. .50 Beowulf. models and takes standard AK-47 magazines.

Typically, LBM provides publicThe Hydra comes in a relations work and marketing com7.62x39 AK47 configuration munications to companies within the law enforcement, tactical, that takes standard AK-47 magazines. All configurations of military and shooting sports markets. LBM’s current client list this weapons system allow for the conversion to different includes Blackhawk, SIG Sauer, Revision Eyewear and KodaBow, configurations or calibers using standard barrels and among others. magazines.

MG Industries’ products are made in the USA. The company’s Additional systems available include the .45 Hybrid, M3 Hydra Modular weapons system is designed using standard bar(Grease Gun) and LE in .45, 9mm and .40 LE (which uses Glock rels and allows the end user to change calibers without tools in magazines), 7.62x25 and the .45 Super Mag (.460) gas-operated, less than 20 seconds. the AR .223, 6.8 SPC and many other firearms.

Built upon a complete MARCK-15 base system—and For shooters who want to delve even further into the ready to fire out of the box—the Hydra system includes the MG Industries line, configuration possibilities are available with Modular Lower Receiver with a 5.56mm magazine well, the several magazine wells and caliber conversions.

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LaserMax Starts Shipping Guide Rod Laser for the XDM

\ LaserMax announced that it is accepting orders for the highly anticipated Guide Rod Laser for the Springfield XDM full-size 9mm and .40 caliber pistols.

LaserMax is the only manufacturer of the Guide Rod Laser.

The Guide Rod Laser for the XDM, like all LaserMax Guide Rod Laser sighting systems, is user-installed and requires no gunsmithing. Consumers simply replace the existing factory guide rod, spring and takedown lever with the laser sighting system and patented activation switch.

LaserMax noted that the Guide Rod Laser sighting systems add virtually no weight to a firearm and are designed for use in existing holsters. The Guide Rod Laser leaves the limited Picatinny rail space open for additional accessories. At 10 pulses per second, the laser is scientifically assessed to produce the optimum in visibility for the human eye in stressful situations.

LaserMax serves the U.S. military, law enforcement agencies and worldwide commercial markets. LaserMax is a certified WBENC small business. All LaserMax products are designed and manufactured

by U.S. citizens in Rochester, New York.

Consumers can visit lasermax.com for more information on Guide Rod Lasers and other products.

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

9/16/10 10:09:56 AM

NEWS BRIEFS

Steiner Gets a New American Distributor Burris will help the optics company expand its sales and marketing in the United States Steiner Optik, one of the leading manufacturers of German optics, announced in August that the company is shifting its headquarters for North America to the Burris Company in Greeley, Colorado.

Steiner, which is headquartered in Bayreuth, Germany, makes binoculars that are used by military and law enforcement personnel, sportsmen and adventurers all over the world. Burris will oversee sales and marketing of the Steiner line to all current sales channels in the United States, including marine, hunting, birding, outdoors, military and law enforcement, along with cataloguers and online sales.

With access to a larger, more structured organization, Steiner hopes to expand its distribution and customer service capabilities. To support this effort, Steiner has recruited personnel from Europe and key staff members from its current distributor, Pioneer Research, which is based in Moorestown, New Jersey, and manufactures SeaLife underwater cameras, Vero Vellini gun slings, WaterSafe waterproof cases and other products.

Burris will work with Steiner in Germany to better serve markets and customers in America and the world.

Robert Eckert, Steiner’s managing director, said, “The work of 28 years wi h Pioneer Research h in the he Unitedd with St States was outstanding and productive..

To Together with Pioneer, Steinerr es established its brand in thee

United States and we will ensure our dealers and customers have a smooth and seamless transition.” He added, “We are happy to announce that most of Pioneer’s key staff members will continue to work with us and our Steiner customers. The sales, technical staff and customer service teams at Burris are also fully trained and operational.”

Wolfgang Harms, president of Pioneer, said, “Our long-standing relationship with Steiner Optik has been harmonious and successful. Today, Steiner is the premium brand of optics in the United States. We have worked closely with Steiner in Germany and with Burris to make sure that our customers will continue to receive worldclass products, unmatched customer service and support.”

Steiner has been a dedicated manufacturer of binoculars for more than 60 years. The company’s lines of binoculars includes the Predator series, the Nighthunter XP series, the Safari Pro series, Peregrine XP series, Commander and Marine series and others.

The binoculars are constructed of rubber armoring, with nitrogen filling and are water-pressure-proof to five meters. For more information, visit Steiner’s website at steinerbinoculars.com.

Burris is known for riflescopes like the Six X (pictured). The company will work to give Germanbased Steiner an increased American presence.

Nikon Beefs Up Its Monarch 42mm Optics Nikon is raising the specification bar for its Monarch ATB line of Optics. The improvements will include advanced prismcoating technology previously found only in its higher-end offerings.

The new Monarch ATB 42mm with Dielectric High-Reflective Multilayer Prism Coating features sharper colors, as well as crisp and improved low-light performance.

In addition, a new body style for the ATB provides strength and ruggedness in a package that the company hopes outdoorsmen will find comfortable and convenient.

Nikon guarantees every ATB to be entirely waterproof and fogproof and will feature rubber armor for added durability and a firm grip. Each ATB is backed

by Nikon’s 25-year limited warranty and no-fault repair/ replacement policy.

The new Monarch ATB 42mm with Dielectric High-Reflective Prism Coating binocular is available in a number of specifications to meet a variety of fielddistance needs, including 8x42, 10x42 and 12x42.

The binocular is also available in Team Realtree models with the Realtree APG HD camouflage pattern. The ATB ranges in price from $280 to $350.

Nikon is the U.S. distributor of Nikon sports and recreational optics, including riflescopes, binoculars, spotting scopes, fieldscopes and laser rangefinders, as well as 35mm cameras, digital cameras, speedlights and accessories.

Dealers and consumers can visit nikonhunting.com for more information on the company’s myriad products and upgrades.

14 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2010

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New Zeiss Aluminum Tripod Set Picks Up Where Previous Models Left Off Carl Zeiss is now offering a newly designed aluminum tripod set with many enhancements over its predecessor. This newest model features a state-of-the-art photo/ video head for quick and easy observation and photography using the Zeiss DiaScopes and PhotoScope. It also works well for most Zeiss binoculars with the Zeiss Binofix Tripod Adaptor.

Features and benefits of the new design include smoother motion, improved fluid action, increased stability (due to a counterbalance spring), built-in sliding balance plate, a control arm that can be mounted on either side and an improved quick-release plate.

The tripod’s rugged legs ensure stability in the field and are easy to adjust for different observation

Zeiss’s new aluminum tripods are built to withstand the toughest conditions in the hunting field. needs. The $529 tripod set comes with spikes, a carrying strap and locking clips.

CenterPoint Unveils Its Updated Website CenterPoint Hunting and Outdoors, a division of Crosman Corporation, launched a newly designed, menu-driven website (centerpointhunting.com) for its crossbow, archery and precision optics products.

Crosman’s web and social media manager, Chip Hunnicutt, said, “The new site embodies the company’s commitment to the hunting category. By enhancing the site, we’re providing customers and visitors with an attractive and effective presentation of information, and we’re able to convey the strength of our product offering and enhance brand perception.”

Adapting to the more sophisticated needs of visitors to the site, the new website provides a clearer presentation of product specifications and available accessories.

“Information is presented in an easy-to-understand, dynamic fashion that highlights important features and pro-

1010-NewsBriefs_03.indd 15

CenterPoint’s new site is designed to give consumers a worthwhile huntingbased Internet experience.

vides details that will allow customers to make informed choices,” said Crosman’s vice president of marketing, Bob Hampton.

Resources like the “brand bar” make distinguishing between CenterPoint, Crosman and Game Face Airsoft websites easy, while other resources encourage visitors to learn about the products before purchasing.

“After customers make a purchase, they can visit the resource page for manuals and answers to frequently asked questions,” said Sara DeMuzio, Crosman’s optics product manager.

9/16/10 10:13:59 AM

BIG ROCK SPORTS MAKES DOING BUSINESS ONLINE A BREEZE LAND MORE BUSINESS USING OUR POWERFUL NEW DEALER WEBSITE

Big Rock Sports is constantly investing in new innovations and refining our existing technologies to make them more effective for our dealers’ needs.

One of the most powerful components of BREZ is our new BREZ search and ordering engine — a multifaceted tool that allows you to find the merchandise you need, check inventory and place orders with precision, all in one speedy step.

BREZ search and ordering is blazing fast and designed to make your entire ordering experience simpler and easier to use.

Our latest technological leap forward is BREZ, a state of the art dealer website loaded with powerful features that enable you to do business faster and smarter, both online and in your store.

BREZ is a full suite of powerful tools designed to make it easier for you to manage your business on the web. BREZ encompasses tools that range from easily setting and managing your retail prices and margins, to learning how to use our website as a customer kiosk for researching special orders.

Our goal is to make it as easy as possible for you to manage your business to business transactions, so that you can focus on your goal of selling great merchandise to your valued customers.

BREEZE THROUGH MERCHANDISE ON OUR SITE AND RETURN TO SELLING SOONER • See Inventory Levels & Prices in Real Time • Cruise Through the Site with Easy Drill-down Navigation • View Product Details on Multiple Items at Once • Review the Number of Skus We Carry That Match Your Search • Filter Your Search by Seasons & More...

It’s Easy to Become a Dealer with Big Rock Sports.

Call 1-800-545-5654 or Email: custserv.help@bigrocksports.com www.BigRockSports.com

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Big Rock Sports is the premier distributor of fishing, marine, shooting sports and camping supplies in North America. We offer the industry’s broadest product line up, are open 24 hours a day and have five regional distribution centers strategically located to serve your needs.

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FROM THE NSSF

U P D AT E

BY RA N DY C L A R K

SHOT Show U. = Profits A school like no other, specifically for firearms retailers

The SHOT Show University is now entering its ninth year. Over the course of SHOT Show University’s history, the “school” has provided many benefits to the firearms retailing community.

Folks often ask, “Why do you call it ‘University?’” Simple answer: It’s an institute of higher learning about the firearms retail business. Our approach to education at SHOT Show U. is to cut the fat. The goal is simple, too: to provide training and education to firearms retailers to help them operate and manage their stores more effectively and efficiently.

No, we don’t hire college professors who have never spent a day in a store.

Our retailing sessions, for example, are taught by people who have been very successful as firearms retailers. And if we want someone to do a class on changes in the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) requirements, we bring in an experienced ATF agent.

SHOT Show University 2011 is jampacked with classes that the firearms retailing community has requested in past surveys. The subjects to be presented this coming year focus on the basic nuts-andbolts of operating and merchandising

owners and managers better their business. The 2011 lineup focuses heavily on operating and merchandising the stores.

Operational procedures in the office and receiving department, as well as ATF compliance procedures, will be covered.

Merchandising topics on sales floor analysis, planograms, return on investment, inventory turns and seasonal sets will also be presented. In addition, SHOT Show University 2011 will have sessions covering other income opportunities.

The NSSF strives to provide meaningful member benefits to retailers to help them streamline their cost of doing business.

SHOT Show University provides the retailers with the chance to meet with the companies that provide them with many of these excellent programs by scheduling vendors to be available to interested parties on a one-on-one basis to answer any of their questions.

An additional benefit the NSSF offers to its retail members is the chance to consult with Wally Nelson, who spent 33 years in high-level positions with the ATF and is an expert on ATF procedures regarding paperwork organization, 4473 forms, A&D books and inventory control. At

Every retailer has asked himself what he can do to improve his store.

Retail specialists from all walks of life have been brought in to SHOT Show University to answer that question. stores. Our surveys have shown that a large number of SHOT Show University attendees have been in business for five years or less. The lineup of classes offered this year will be extremely beneficial to relatively new store owners and managers, as well as seasoned retailers.

Every retailer has asked himself what he can do to improve his store. Retail specialists from all walks of life have been brought in to SHOT Show U. to answer that question, addressing opportunities in all facets of the retail business to help the

SHOT Show University 2011, Nelson will provide retailers with an improved, nononsense approach to managing their store so they will pass an ATF inspection with flying colors. In addition, Nelson will be on hand throughout the day to visit with any dealers one-on-one.

Of course, another tremendous networking opportunity exists throughout the day at SHOT Show University: the chance to meet and speak with fellow firearms retailers from around the country.

SHOT Show University is reasonably

priced—even more so for NSSF members.

Furthermore, it takes place the day before the SHOT Show floor opens to attendees; in 2011, SHOT Show U. will be held on Monday, January 17, in the same Las Vegas complex where the subsequent January 18–21 show will welcome the breadth of the shooting sports and law enforcement industries. So, university attendees won’t miss a minute of the opportunity to visit with the thousands of exhibitors, many of whom will be offering show specials to retailers.

Many alumni say that the most important feature of SHOT Show University is the refreshed attitude that it instills in them. After the show, when they board the plane to head home, their mind is buzzing with new ideas and techniques that they can’t wait to implement in their stores.

Register now for both the SHOT Show and SHOT Show University. You can do both easily and inexpensively at shotshow.org. An incredible learning experience awaits you.

Randy Clark

Managing Director, Business Development, NSSF OCTOBER/NOVEMBER 2010 ❚ SHOT BUSINESS ❚ 17

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u p d at e

from the nssf

EPA Denies Petition Calling for Traditional Ammunition Ban

F

ollowing a strong grassroots campaign led by the National Shooting Sports Foundation (NSSF), the trade association for the firearms, ammunition, hunting and shooting sports industry, the U.S. Environmental Protection Agency (EPA) has denied a petition by the Center for Biological Diversity (CBD)—an established anti-hunting group—calling for a ban on the production and distribution of traditional ammunition.

sportsmen, hunters and gun owners. As the trade association for The EPA has denied a America’s firearms and ammunipetition by an established tion industry, the NSSF is thankanti-hunting group to ban ful to the tens of thousands who traditional ammunition. answered our call to action and made their voices heard. Today’s victory belongs to them.”

Soon after the NSSF’s call to action was posted at nssf.org, hundreds of blogs and websites linked to it. More than 5,000 people shared it with friends on Facebook. It was tweeted on Twitter more than 250 times. An NSSF-produced video was posted on YouTube. As a result, the NSSF’s action alert was viewed An EPA letter to the petitioners more than 40,000 times in a explaining the reasons for the rejection mirrored the legal argumatter of days, and the NSSF provided action-alert viewers with ments raised by the NSSF in its letter to the U.S. agency. an easy way to contact their congressmen and the EPA. Steve Owens, EPA assistant administrator for the Office of A thoughtful action plan was put in place, and the desired Chemical Safety and Pollution Prevention, said, “The EPA today results were achieved. Complacency, however, cannot be [August 27] denied a petition submitted by several outside allowed, warned NSSF senior vice president and general counsel groups for the agency to implement a ban on the production Lawrence G. Keane. and distribution of lead hunting ammunition. The EPA reached “As we celebrate the decision, the fight to preserve and this decision because the agency does not have the legal authoriprotect traditional ammunition from legislative, regulatory and ty to regulate this type of product under the Toxic Substances judicial attack remains,” Keane said. “And in order to ensure that Control Act [TSCA]–nor is the agency seeking such authority.” our right to choose the ammunition we hunt and shoot with Responding to the decision of the EPA, NSSF president continues, it is imperative that we stay vigilant. This fight is far Steve L. Sanetti said, “This is a tremendous victory for all from over.”

excise tax Reform Signed into Law The National Shooting Sports Foundation spearheaded a concerted effort to correct an inequity in the excise tax payment schedule for funding of the Wildlife Restoration Trust Fund, and that effort has culminated with the enactment of the Firearms Excise Tax Improvement Act of 2010.

This important legislation corrects a longstanding inequity in the Internal Revenue Code by permitting firearms and ammunition manufacturers to pay the federal excise tax on a quarterly basis, just as

other industries that support conservation through a federal excise tax do. Historically, firearms and ammunition manufacturers have paid this tax on a biweekly schedule, forcing many manufacturers to borrow money to ensure on-time payment. Industry members spent thousands of staff-hours administering the necessary paperwork to successfully complete the biweekly tax payments—monies that were due to the federal government long before manufacturers were paid by their customers.

“This law does not lower the amount of conservation dollars collected; it simply adjusts the payment schedule to a quarterly period, making it far more equitable to the manufacturers in our industry,” said Steve Sanetti, president of the NSSF. “Last year, firearms and ammunition manufacturers contributed approximately $450 million to wildlife conservation through excise tax payments, and the industry will continue to play a major role in funding wildlife conservation efforts.”

© 2010 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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new Shooting Sports Participation Study

A

n annual study measuring participation in 10 shooting sports/ categories is now available in a 2010 edition.

“NSGA Shooting Sports Participation” is a report prepared for the NSSF by the National Sporting Goods Association. It provides a current look at participation in eight shooting sports and two net categories—hunting and the shooting sports.

The report supplies data in several tables: sports summary; participation correlation; individual sports tables; individual sports, state by state; and a 10-year history of sports participation.

Shooting sports/categories covered are: hunting (net); bowhunting; firearms hunting; muzzleloading; paintball games; target shooting (net); air gun target shooting; handgun target shooting; shotgun target shooting; and rifle target shooting.

“This is a one-stop shop for detailed demographic data, with gender, age and geographic data available in each of the segments covered,” said Jim Curcuruto, NSSF director of industry research and analysis.

The “NSGA Shooting Sports Participation—2010 Edition” is available on CD for $85 for NSSF members, free to NSSF voting members and $425 for nonmembers. Order the report or any of its segment online at nssf.org or contact Dianne Vrablic (203-426-1320 ext. 263). To learn how to become a member of the NSSF, visit nssf.org.

SHOT Show Gets New Logo The SHOT Show’s venerable symbol of hunter, dog and bull’s-eye target, which served the show well for four decades, has given way to a new, more inclusive logo that welcomes and supports all segments of the world’s largest shooting, hunting and outdoor trade show.

The request for a new logo arose from input provided by NSSF members through SHOT Show surveys, which are conducted each year.

“Times change and trade shows change, reflecting current buying and selling trends,” said Chris Dolnack, senior vice president of the NSSF, which owns the SHOT Show. “When the SHOT Show began in 1979, hunting was the dominant activity in our industry, and our logo reflected that. Today’s SHOT Show requires a strong, clean logo that reminds all attendees—whether their business is shooting, hunting or law enforcement— that they are valued. The new SHOT Show logo does this.”

During an 18-month process, hun-

dreds of new logo treatments were considered. The adopted logo was designed by the NSSF’s in-house team, winning approval over the many other submissions, including those from two awardwinning design firms.

The names, logos and images for “SHOT Show” and “Shooting, Hunting and Outdoor Trade Show” are trademarks or registered trademarks of the NSSF. The NSSF has developed trademark branding guidelines to protect its valuable intellectual property rights in these marks and to strengthen the SHOT Show brand identity by ensuring that the show’s name, logo and images are properly and consistently used at all times by authorized third parties.

Exhibitors and media registered to attend the 2011 SHOT Show should be on the lookout for a future announcement about the availability of the new SHOT Show logo for the purpose of promoting their show participation or for show news coverage.

nSSF’s Dunn named Digital Communicator of the Year Bill Dunn, the National Shooting Sports Foundation’s manager of emerging media, has been named Digital Communicator of the Year by PR News.

In addition, the NSSF has been recognized by the same organization for outstanding work in marketing communications.

“These are high honors,” said Chris Dolnack, NSSF senior vice president. “All of us at the NSSF are very proud of them. Our emerging media team has made outstanding inroads and improvements in our digital communications to NSSF members, the media and the country’s hunters and shooters,” The NSSF’s website was named a finalist for Best New Website for a National Organization by PR News out of 534 entries.

The NSSF also was honored recently with public relations and media awards from PR News and Apex.

Bill Dunn, named Digital Communicator of the Year

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NSSF deliverS value The shoT show

®

Some 34 years ago, the National Shooting Sports Foundation created the Shooting, Hunting and Outdoor Trade Show.

Today, the SHOT Show is the 13th largest trade show in the United States, according to Tradeshow Week. It has truly become the place “where the industry comes together,” and in 2011 that gathering will occur in Las Vegas from January 18 to 21. Every facet of the industry participates, whether as exhibitors or attendees.

Here is one retailer’s perspective on the SHOT Show. Learn more about the SHOT Show at shotshow.org.

S

one member’s experience Member: Carl W. Roy II, president Business: Maryland Small Arms Range, Inc. Upper Marlboro, Maryland Description of Business: “In business since 1975, Small Arms Range provides

indoor-range use for both the general public and security/law enforcement. As both a retail and wholesale outlet specializing in law enforcement and security Carl W. Roy II products—and because we are located near Andrews Air Force Base and the D.C. metropolitan area—we are a GSA contractor and serve military, federal, state and local law enforcement agencies and personnel throughout the United States.”

Experience with the SHOT Show: “Having attended the SHOT Show since I started in this business in

1975, I have seen it grow and ever-better serve the dealers who attend. The SHOT Show has allowed me to meet my peers in the industry, share thoughts and ideas, find new products and suppliers and talk directly with the manufacturers of these products. I’ve gotten to vent frustrations, make suggestions, ask questions and get pointed in the right direction. There is a lot to be learned at the SHOT Show.”

Value of NSSF Membership: “The NSSF has been the key to bringing together manufacturers and

distributors in the shooting sports industry and allowing them to be accessible to those businesses they supply, like mine, and I’ve seen a continually growing emphasis on serving the dealers. The NSSF has protected my rights as a businessperson, and has provided valuable information, programs and legal assistance. A glance at the NSSF website—nssf.org—can give any retailer an idea of the breadth of the NSSF’s services, including the NSSF-supported firearms dealer associations in several states. We need the help of each other to survive. The NSSF provides that help, and each retailer that joins not only makes that business stronger, but also makes the industry organization that stands up for us stronger.”

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 5,500 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/shootingformore or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or bswann@nssf.org.

www.NSSF.org 20 • Shot BuSineSS • Month 2010

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from the nssf

b y C h r I s d o L n aC K , n s s f s e n I o r V I C e p r e s I d e n t

u p d at e

Yo u S H o u l d K n o w

SHOT Show: What Exactly Is It? Some facts you might not know about the world’s largest industry trade show

T

he Shooting, Hunting and Outdoor Trade (SHOT) Show is our industry’s premier trade show. It is the only single place to see everyone and everything you need to give you a competitive edge. An international array of wholesalers, retailers, distributors and manufacturers convene, along with the largest gathering of outdoor media in the world.

Not only is the SHOT Show the world’s largest trade show for the firearms and ammunition, hunting and shooting sports industry, but contained within the exhibit floor is also the largest cutlery trade show and the biggest law enforcement trade show. The SHOT Show is the “Super Bowl” of the industry and kicks off, and sets the tone for, the new business year.

Every facet of the business benefits from the show in multiple ways.

Manufacturers make product announcements and unveil marketing campaigns; distributors and retailers are on the spot to view, handle and order these products—often at special SHOT Show– only terms; retailers have unique opportunities to expand corporate contacts beyond the regional representatives with whom they typically do business, including company executives, and they also get to network with other retailers in attendance, ranging from mom-and-pops to big-box giants; and more than 1,800 members of the media get to talk to the designers of the products about which their readers, listeners and viewers wish to know.

The benefits of the SHOT Show, however, go well beyond the doors of the building that holds it, which from January 18–21, 2011, will be the Sands Expo & Convention Center, in Las Vegas.

Your attendance at the SHOT Show helps secure a bright future for our sports and our industry because the SHOT Show provides 80 percent of the National Shooting Sports Foundation’s funding to promote, protect and

preserve hunting and the shooting sports.

Revenue from the SHOT Show allows the NSSF to guard your rights and business interests through a proactive government-relations program. The NSSF led the passage of legislation that pre-empted the frivolous lawsuits that nearly crippled the industry, and in recent months we campaigned mightily against microstamping legislation and championed the passage of firearms and ammunition excise-tax payment reform.

Today we are fighting anti-gun and anti-

firearm ownership. The novices can then shoot under careful supervision provided

by NSSF member ranges. This program regularly gives birth to new shooters, who become frequent visitors to shooting ranges and retail stores.

In addition, the NSSF supports youth shooting programs run by the Boy Scouts of America, 4-H, the Scholastic Shooting Sports Foundation (SSSF) and others. In fact, the SSSF’s Scholastic Clay Target Program was founded by the NSSF. SHOT Show proceeds also allow the

Revenue from the SHOT allows the NSSF to guard your rights and business interests through a proactive government-relations program, which led to passage of legislation that pre-empts frivolous lawsuits. hunting attempts to ban traditional ammunition.

The SHOT Show also provides funding for our customer-recruitment campaigns, such as Families Afield and First Shots.

Families Afield is putting more hunters in the field by breaking down legislative barriers that prevent youth and others wanting to give hunting a try the opportunity to do so.

First Shots offers newcomers the opportunity to learn the fundamentals of shooting, as well as the legal requirements of

NSSF to provide myriad member services, including our highly acclaimed industry research and analysis, retailer education and shooting range development. Our award-winning marketing communications provide our industry with a strong, singular voice in the media.

This is a long roster of services and programs, made possible in large part by the funding that the SHOT Show provides to the NSSF. Learn more about the SHOT Show at shotshow.org. and about NSSF at nssf.org. october/november 2010 ❚ SHot BuSineSS ❚ 21

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at f Q & a

Lost: Form 4473

You’ve searched the premises and still can’t find it. What do you do?

What should a federal firearms Licensee (ffL) do when it finds it has lost a completed form 4473 and a thorough search of the premises fails to locate it?

q

If you have lost a Form 4473, we recommend the following

A

actions: If you find that you are missing a single Form 4473, you should conduct a thorough and diligent search of your premises and make a call to the customer to verify that he did not mistakenly take it with him.

Yes. It is unlawful for any licensed importer, licensed manufacturer, licensed dealer or licensed collector to sell or deliver any firearm or ammunition to any person if the person’s purchase or possession would be in violation of any state law or local published ordinance applicable at the place of sale or delivery. [18 U.S.C. 922(b), 27 CFR 478.99(b)(2)]

A

I am an ffL in Washington State, where my business is incorporated. Business-owned firearms are for sale at our store

q

q

May a parent or guardian purchase firearms or ammunition as a gift for a juvenile (under 18 years of age)?

A

(less than 18 years of age) is generally unlawful. Juveniles

Yes. However, possession of handguns by juveniles generally may only receive and possess handguns with

the written permission of a parent or guardian for limited purposes (e.g., employment, ranching, farming, target practice or hunting), and that permission slip must be carried by the juvenile while possessing the handgun. [18 U.S.C. 922(x)]

If you still cannot locate it, contact your local ATF field office immediately.

As best you can, reconstruct the missing Form 4473, identify it as such and attach a statement concerning the loss of the original form. File the form in your normal 4473 files.

In cases where all of your files of Forms 4473 are missing or stolen, you should promptly notify your local ATF field office of the loss or theft and get guidance on record reconstruction.

and at private gun shows, where only members who have had an fBI check can privately trade, buy and/or sell firearms under state law. at these gun shows, I’d like to sell firearms from my private collection.

Can I display my private collection for sale or trade next to my business inventory? Can I sell from my private collection without doing NICS checks and completing form 4473s?

Does the federal firearms law require licensees to comply with state laws and local published ordinances when selling firearms?

In the scenario you described, the corporation holds the Federal Firearms License. You, as an individual, do not. As an FFL, the corporation must comply with all the legal requirements

q

A

pertaining to FFLs, such as maintaining an A&D Book, completing ATF Forms 4473 and conducting NICS checks. These requirements do not apply to you as an individual non-FFL. As a non-FFL, you may make occasional sales or sell all or part of your personal collection of firearms. However, if you otherwise devote time, attention and labor to dealing in firearms as a regular course of trade or business with the principal objective of livelihood and profit through the repetitive purchase and resale of firearms, you would be engaging in the business as a dealer in firearms. In this case, you would be required to obtain a Federal Firearms License. [18 U.S.C. §§ 921(a)(1); 921(a)(21)(C); 922(a)(1)(A); and 27 CFR §478.11] Is a United States–issued passport a valid form of identification for a firearms purchaser to provide to an ffL?

q

Yes. An FFL may accept a United States passport as part of a combination of valid government-issued documents to satisfy the identification document requirements of the Brady Act. A required valid government-issued photo identification document, such as a United States passport, which bears the name, photograph and date of birth of the transferee, may be supplemented by another valid, government-issued document showing the transferee’s residence address. [18 U.S.C. § 922(t)(1)(C); 27 CFR § 478.124; and ATF Rul. 2001-5]

A

May a person obtain a dealer’s license to engage in business only at gun shows?

q

No. A license may only be issued for a permanent premises at which the license applicant intends to do business. A person having such a license may conduct business at gun shows located in the state in which the licensed premises is located and sell and deliver curio or relic firearms to other licensees at any location. [18 U.S.C. 923(a) and (j)]

A

22 ❚ Shot BuSineSS ❚ october/November 2010

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By Scott BeStul

Alms and Ammo How to give to charity without going broke

T

hey come to you with their hand out. Their causes run the gamut from heartbreaking to laughable. They want everything from a trinket to the hottest-selling gun you’ve got. There’s no way to sugarcoat it: You could literally give away the store donating to banquets, raffles and fund-raisers.

with a perceived value—something as simple as shooting glasses or a knife—is usually well received.”

Eric Grabowski, manager of The Shooter’s Shop, in West Allis, Wisconsin: “We have a unique situation, in that we’re in the Milwaukee metro area and guns are not well received here. Still, we feel strongly about donating to worthy causes, especially benefits for law enforcement.

“We’ve got a perfect vehicle for this because our owner also owns a restaurant where we host benefits. Between that and the items we donate for raffles, we typically spend about $5,000 each year.”

The Right Stuff

You might think a nice bolt-action rifle would generate the most attention at a fund-raiser. But sometimes it’s the small—and cheap—items that draw best.

Perceived Value Larry Hyatt, owner of Hyatt’s Gun Shop in Charlotte, North Carolina: “We like to donate an item with universal acceptance.

One of our favorites is a locking safe, handgun-sized, that we give to organizations with some association to the shooting sports. They retail for around $100, and we buy them in volume for about 60 percent. I also tape a business card right on the safe. When it’s on display, we’re getting a little plug.

“I also deal courteously—and in a timely manner—with the people who visit our store to ask. They’re volunteers, and many of them are uncomfortable with the situa-

tion. I think it’s important to be polite and efficient, and show them respect.”

Tom Grice, owner of Grice’s Gun Shop in Clearfield, Pennsylvania: “We get at least five requests per week, and it’s easy to feel inundated. So we try to focus on organizations that are near and dear to our hearts, or events that offer some advertising benefit. Then you just have to learn to say no to some people.

“We donate quite a few guns to the larger causes we support. For smaller functions or venues, donating an item

thinking outside the Box

Sometimes, donating time and expertise to a group is as important as giving a valuable item. Eugene Booska of Snowsville General Store in Vermont says he attends banquets and does the paperwork for gun winners at Vermont Sportsmen functions. “Also, some of the guns require a waiting period, and i’ll haul them back to the shop and have them waiting there,” he says. “i consider that extra effort part of my business, and it allows me to support groups that i think are important.”

Eric AichElE

You can also get a warm feeling knowing you’ve done the right thing, as well as some fantastic advertising for supporting a good cause and your community. So how do you handle charitable donations? I called five established gun shops across the country to get their take on the issue.

Jason Gilbert, owner of Gilbert’s Guns in Frankfort, Kentucky: “Once you donate to one group, your name gets out there and they all come! We’ve learned to focus on who the group is and what they do.

Friends of the NRA is great—the money stays in the state for local projects like 4-H and Archery in the Schools. Church groups and conservation organizations like QDMA and NWTF are no-brainers.

“When we provide guns for a banquet or raffle, we work hard to give them rockbottom prices. But we’ve also learned that simple things like a Gerber multi-tool or a Streamlight are very popular. So is stuff with a logo. We had a spendy gun at one auction that drew a lukewarm response.

Right next to it was a much cheaper gun, but it came with an S&W coffee cup.

People were all over that.”

Eugene Booska, owner of Snowsville General Store in Vermont: “I’ve learned that some groups are just easier to work with. Vermont Sportsmen usually buys $6,000 to $7,000 worth of banquet guns from me every year. I offer them a good price, and they pick stuff I’ve got in stock. I donate a couple of guns to them every year.”

24 ❚ Shot BuSineSS ❚ october/november 2010

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9/10/10 4:50 PM

FIRING LINE

e h

he o M e r b s o M ry ilta o d n -e ry

B Y M I C HBA YEA L UOT. HHOURM’ S PH NR AIM ES E

T The Real Deal

T The h Mossberg Model 590A1 is a United States m a military-endorsed powerhouse

T

he pump shotgun has been highly popular with outdoorsmen for the past century, due in no small part to its affordable price and nearly limitless flexibility. The slide-action’s popularity, however, has not been limited just to sportsmen; in its short-barreled guise, it has long been a staple in squad cars, and it has been a stalwart of our armed services dating back to World War I.

sber o ’s o del f bein g pte do g trin estrin h geU erfo i cerqu an est e gth irn qu ds n u ,0ro dsf n u o s n ctio n alfu s, ctio etal iro m viro n etal m n n ts tan dr n w o igh ly 1) del(5+ o d 1)an 5+ pan o m eco h y pan m bedth u e590; h sel), ch -in ¾ els), h design

Mossberg’s M g Model M 500 has the enviable distinction o of being aadopted by the U.S. military after passing tthe sstringent U.S. Government Mil-S-3443 shotgun pperformance m requirements. These included a torture ttest re e requiring the shotgun to be capable of firing 33,000 rrounds of 00 buckshot with no more than three m u malfunctions, and withstanding rough handling and eenvironmental v conditions.

IIn its i standard s form, the Model 500 series is offered iin ttwo h highly popular versions—a standard six-shot m model ((5+1) and an eight-shot model (7+1). In 1987, tthe ccompany offered an enhanced variant of the 500, ddubbed tthe 590; it featured increased capacity (8+1 22¾-inch sshells), the capability to accept a bayonet and a re e redesigned magazine-tube assembly.

tm lc p im t lic p

Simplicity, Reliability S i

iley an ch t 0–basedvrin ith g ed u mm , n tgu eso h rst , gth n n h ic e h arel , sio ten g u o lth e .S iltar h m edso ain e m o e lo pedth er gth n o m er th aketh m o e h a o et. n e i ilan h ce in de pan r tio s, n g an er th o ith

Mechanically, the Model 590 series, like all Model M 5500–based variants, combines simplicity of operation w r g reliability. To help keep weight to a minwith rugged iimum, u the t shotgun employs an aluminum receiver.

Fo e For strength, the shotgun features a lock-up system, iin which w t steel-bolt assembly locks directly into a the bbarrel extension, x providing steel-on-steel contact.

A Although the 590 was popular and well accepted, tthe U.S. U military m requested a new variant that conttained some s additional enhancements. So, Mossberg ddeveloped vee the Model 590A1, which features, aamong other o tweaks, a thicker, more rigid barrel tto make the t firearm a more stable platform for a bbayonet. y T particular model was unavailable to This tthe civilian cv market until last year, and the line has ssince expanded exx to include a broad range of configu a r urations, ranging from models with Speedfeed stocks tto otherss with w MSR-style collapsible stocks.

Sighting systems include winged ghost-ring sights, three-dot sights and simple bead sights. In addition, one model is available with a rust-resistant Marinecote finish. SRPs range from $512 to $739.

Without a Hitch My test gun was the traditional 590A1, which came with a 20-inch barrel and a nine-shot capacity. Other features included a bayonet lug, heavy-duty ghostring sights and an upgraded Speedfeed stock. The fitand-finish of the shotgun was extremely good, with an attractive gray anodizing on the aluminum receiver, trigger guard and safety button. A matching gray manganese-phosphated finish was on the steel parts of the shotgun.

I tested the shotgun with Winchester 2¾-inch 00 buckshot, and the 590A1 performed without a hitch. Despite the relatively long barrel, the shotgun proved to be fast handling and easy to use. I particularly liked the high-visibility ghost-ring sights, made of an adjustable winged rear sight unit and a heavyduty front post with a bright-red/orange face.

For those looking for a shotgun that is simple, rugged and affordable (and carries the endorsement of the U.S. military and countless law-enforcement agencies), the Model 590A1 is the real deal. (203230-5300; mossberg.com)

One version of the Mossberg 590A1 features a more rigid barrel, which provides a more stable platform for a bayonet.

Closing the Sale

With its intimidating appearance, military pedigree and reasonable price point, the Model 590A1 should practically sell itself. However, for added emphasis, it might be a good idea to keep a bayonet and a nine-shot model handy. A quick installation of this neato feature should seal the deal for a prospective buyer. —M.O.H.

26 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2010

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undercover shopper

A Practical Conundrum

Can a novice practical shooter get practical advice in Denver?

Store A Located on a main four-lane street in a suburb, the store is a small range with a resident gunsmith, and is surrounded by a mixture of older houses and businesses.

The storefront showed its age, but it certainly wasn’t rundown.

The gunsmith waited on me as soon as I walked in. He admitted he didn’t shoot competitively, but knew a range that hosted matches, and assured me that everyone there would be delighted to help a newcomer. In addition to my gathering advice from other shooters, he suggested several firearms manufacturers that I should Google. (I’ve found most manufacturers’ websites to be geared toward experienced shooters, not novices, so this advice was of very little help.)

He wasn’t surprised when the grip on a double-stack pistol was too fat for my hand, but he didn’t have an alternative in stock. True to his professional training, he said I’d want to get a custom gun.

Doing so, however, would cost me from $800 to $1,200, figures well above my comfort level.

Store B

Store C

Featuring an extensive inventory of handguns, shotguns and rifles, plus an equally extensive assortment of accessories, this store was in a new commercial warehouse-style building near a park and residential area. A young man in a store T-shirt greeted me when I approached the counter. I explained what I wanted, and he pulled a double-stack pistol from the display case. When I picked up the gun, I commented that the grip felt too thick for my hand. He agreed, but made no effort to offer an alternative until I asked if they had a gun that would fit me better.

He then recommended a Springfield Trophy Match pistol, a good choice for IPSC, pointing out that the forward cocking serrations and beavertail were desirable features for a competitive handgun.

He also suggested various 1911 models, as they’ve been popular for decades and are known for accuracy.

Before making a decision, he recommended that I shoot as many different guns from a variety of manufacturers as possible. He did name a couple of local indoor ranges, but not a range hosting the competitions. Selling the fun and camaraderie of shooting escaped him.

This major chain store was located in a relatively new mall and commercial area.

I was waited on immediately, despite a number of customers milling around in front of the handgun case counter.

When I mentioned I was interested in handgun competition, the salesperson suggested Cowboy Action Shooting. He wrote down the name of two local ranges that hosted Cowboy Action Shooting, and encouraged me to check them out, saying I would find it fun and that the events attract friendly, helpful people.

If I wasn’t interested in playing “dressup,” I could try IPSC. He recommended three pistols: a Beretta 40 PX46, an FNH 9mm and an S&W M&P 9mm, even though the first two aren’t brands favored

by IPSC shooters. He did recommend a heavier gun for less recoil and faster target acquisition.

Perhaps his best advice was to take an NRA Basic Pistol class and shoot some of the rental guns at a local range, which he named. Before I left the counter, another salesperson who had overheard my earlier conversation emphasized that I’d really enjoy my fellow shooters and the fun of the shooting.

pixel pushers

O

n a recent trip to Denver, I shopped for a handgun for competition. My cover story was that I had caught a few minutes of a competition while channel surfing and it looked like fun and something I’d like to try as a woman shooter. All the salespeople except one (the winner) assumed competitive handgun shooting meant IPSC (International Practical Shooting Confederation). None of the salespeople shot IPSC, and all freely admitted a level of ignorance, but seemed to understand speed and accuracy were involved.

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Store D The last store was located about a halfblock inside the entrance to a commercial center. It was a little confusing to find because the address wasn’t posted at the entrance, and the gun store shared a small building with another business. The retail area was only about 15 feet by 15 feet.

Product lines were primarily handguns and some tactical rifles and accessories.

Only one person was behind the counter, on the phone. There were three male customers talking among themselves when I walked in, but the salesperson greeted me immediately. Several times, he abruptly broke away from talking with me to answer the person on the phone.

He talked fast, peppering his spiel with technical firearms-related terms, but encouraged me by selling the experience of IPSC. I’d meet great people and have a lot

of fun, and more and more women were getting into it. He gave me the business card of a local IPSC participant and instructor from a stack of cards he had handy.

Everyone was shooting the Springfield 40 XD Match Gun, he said, which he had in stock and recommended for any class of IPSC I wanted to shoot. He didn’t recommend any other options, but did mention brands that would be unsuitable for me because the grips would be too big.

how’d they Do? Customer Service

The gunsmith who waited on me suggested a custom gun with a higher price tag than i’d pay for an off-the-shelf model. he did, however, know where to connect with competitive shooters and was encouraging. store

A

i was greeted and waited on immediately, even though the store was busy.

When i commented that the grip on a double-stack pistol was too fat, the clerk agreed without offering other options until i asked. store

B

The clerk waited on me immediately, knew where i could find enthusiasts, hyped the fun and recommended i take a class to make a better purchasing decision. store

c

The salesperson knew the basics of ipsC requirements. had a business card for a local participant/instructor, and knew a range where matches were held. store

d

Product Knowledge

had a basic knowledge of ipsC shooting and handgun requirements, but didn’t seem to understand the need for a novice to have an entry-level gun.

Knew handguns and some features that would be important to a competitive shooter, but seemed to be clueless about fitting a gun to my hand.

Admitted he didn’t shoot ipsC or Cowboy Action, but had some helpful insights on gun features and calibers, as well as some offbeat suggestions.

Not sure if he recommended only one particular pistol because it was the only one he had in stock or because he didn’t know other options.

SCoring SyStem: Outstanding:

Product Availability

Winner: store

c

had only six to eight handguns in stock.

None would have fit my hand, or been appropriate for competition.

Wide selection of pistols representing major brands.

had extensive inventory of handguns representing several brands.

The key here was the salesman’s recommendation to take an NrA Basic pistol class and shoot some of the rental guns at a local range. he felt that with that experience under my belt, i could make a more informed choice.

Bass Pro Shops 7970 Northfield Blvd.

Denver, CO 80238 720-385-3600 basspro.com

had only 8 to 10 handguns in stock. Willing to order, but couldn’t guarantee availability. had the popular springfield 40xD Match gun, but no others for recommendations.

Very Good:

Average:

Fair:

poor:

OctOber/nOvember 2010 ❚ Shot BuSineSS ❚ 29

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After the

Bubble

Bursts Though sales of modern sporting rifles have slowed,

all those new owners have created a vibrant accessories market. And that’s good news for retailers.

By phil Bourjaily

E

johnafnerphoto.com

very firearms dealer has a story to tell of last year’s “Obama Bubble.”

Sales of modern sporting rifles went through the roof, and many dealers sold their allotments before they could even get the firearms out of the box and onto the rack. The frenzy has slowed somewhat, which is a cause for lament for those dealers who bought into the trend as things began to return to a normal selling cycle. This return to normal also has some dealers wondering what the Next Big Thing will be. Well, the Next Big Thing is here—thousands of new MSR owners are in need of ammunition and aftermarket accessories.

One of the great appeals of this completely modular platform is that owners can change out almost every part themselves and add countless accessories. It’s a retailer’s dream—if you know which accessories out of the thousands available are the ones people want.

As Miles Hall of H&H Gun Range in Oklahoma City, Oklahoma, says, “It can be frustrating. We have nine million dollars in inventory, and people still come in and ask for things we don’t have.”

According to Hall, there are two major groups of MSR owners, each with different needs. The majority bought their rifles for target shooting and plinking, though their rifles may do double duty for home defense.

In general, these recreational shooters prefer a carbine-style rifle with the sights and accessories that are popular with military and law

enforcement users, such as red dots, weapon lights and handgrips. “If it’s in the movies or they have seen it on the evening news, people want it,” says Hall.

The second group is composed of varmint hunters, though there is a growing interest in deer and big-game hunting, too. Hunters want accuracy; that means heavy barrels, premium ammunition, clean triggers, bipods and conventional scopes.

A third, much smaller group is made up of serious competitive shooters who use MSRs in 3-Gun events and other competitions.

Unless you plan to cater to that group, it might not be worth trying to stock all the specialized parts they want.

All MSR owners share some common needs. Above all, they need ammunition.

Recreational shooters may go through 200 rounds or more in a day at the range. As a october/november 2010 ❚ Shot BuSineSS ❚ 31

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After the Bubble Bursts result, they want the least expensive bulk ammo they can buy. Hunters, on the other hand, want accuracy and bullet performance. Currently, says Hall, Federal Premium V-Shok varmint loads are popular.

Stock some CR 2032 and AAA batteries and DL 1/3N batteries to keep those dot sights burning, too.

And you should keep soft cases in stock: The MSR with an optic and a magazine in place won’t fit in a conventional rifle case.

And since MSR owners constantly tinker with their guns, they lose little pieces, such as springs, detent balls and trigger-group pins. DPMS (dpmsinc.com) sells both pins and springs in accessory packs. Buy a

Little items, Big Profits

mSr owners need (maybe it’s more precise to say “want”) to trick out these modular platforms with oodles of accessories, all of which can add handsomely to your bottom line.

Shown is the author’s rifle, equipped with just a few of the many options now available on the market. and keep this in mind: rails attract gear the way magnets attract iron filings. So, the more rails you sell.... each of the indexed items below is described in greater detail in the accompanying article.

[A] magpul PrS adjustable stock; [B] magpul Pmag 20- and 30-round (in rifle) magazines;

couple of each, open the bags and keep the parts in a box under the counter. When someone comes into your store desperate to replace a lost part, give it to him. It’s a cheap way to buy customer loyalty, and a loyal MSR customer is going to spend a lot of money. It should be at your store.

Below is my own rifle, decked out in some of the popular accessories in this market. Many of these brand names will be new to you if [C] trijicon aCOG; [D] trijicon rmr; [E] magpul Xtm rail covers; [F] SureFire m300a mini Scout; [G] Yankee Hill machine QdS; [H] magpul rVG front grip; [I] Shooter’s ridge deluxe bipod; [J] timney trigger (installed); [K] 1–4x20mm Leupold VX-11 scope.

You’ll note two boxes of ammo shown. that’s because a recreational shooter can go through 200 to 300 rounds of 5.56 ammo in one day of target shooting at the range. this shooter is less interested in minute-of-angle accuracy; as

you’re just getting into MSRs, but learn them, because they are among the ones people will ask for.

Stock Magpul is the magic name in accessories right now. The company’s PRS (Precision Rifle Sniper) stock adjusts for comb height and length of pull. Its heavier weight makes it a good match for a bull-barreled varmint/target rifle. For militarystyle MSRs, adjustable-length a result, he is looking for bargain ammo. Hunters, on the other hand, require a higher degree of performance, especially if they’re taking long shots. as such, they are far more willing to purchase premium ammo that delivers the accuracy they require.

Soft cases can be hot sellers as well, because once a shooter adds optics and other gear, the firearm may no longer fit in a factory-supplied case. thus, cases specially designed to accommodate optics would be well worth stocking.

G C

F

D E H

A J B

mark tade

K

I

32 ❚ Shot BuSineSS ❚ october/november 2010

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After the Bubble Bursts stocks, like Magpul’s MOE carbine stock, are the “in” thing. SRP: PRS, $255; MOE, $59.95. (877-462-4785; magpul.com)

Vltor offers its popular Modstock in a few different models, starting at around $100. (520-408-1944; vltor.com) accu wedge MSR owners like to mix and match upper and lower halves, but not all of them fit together tightly. The Kleen Bore Accu-Wedge is a red rubber buffer that drops into the lower half and removes 90 percent of the wiggle in any combination. It’s a problem-solver, and it costs only $5. (800-433-2909; kleen-bore.com) MagazineS Shooters like 20- and 30-round mags, and they need lots of them. They will load up 10 to 15 the night before they go shooting so they don’t have to waste time reloading at the range. Magpul’s plastic Pmag comes in 20- and 30-round models, and is probably the most popular magazine right now. It costs $14.95, shown here with a Magpul magazine loop ($9.95 per three) attached. (877-462-4785; magpul.com) Brownells’ conventional mil-spec magazines are another popular mag. SRPs start at $12.99. (800-7410015; brownells.com)

opticS Nearly universal on battle rifles, dot sights—particularly the Aimpoints, EOTechs and Trijicons used by the military—are in demand among civilian MSR enthusiasts.

Fiber-optic illumination means the 3.5X Trijicon ACOG used by the Marines needs no batteries. SRP: $1,377.

(800-338-0563; trijicon.com)

Hunters prefer traditional telescopic sights. For them, there’s Nikon’s new .223 riflescope in 1–4x20mm, 2–8x32mm and 3–12x42mm, with a rangefinding reticle designed specifically for .223 varmint rounds. SRP: $330. (631-547-4200; nikonsportoptics.com)

Cost Control

With 5.56 ammo running up to 50 cents per round, mSr owners can send $15 worth of ammunition downrange in just a few seconds. For your customers who want mSr fun without the expense, stock a few mSr-style .22 rimfires. the ruger Sr-22, the remington 597 Vtr-tacs, the Smith & Wesson m&P 15-22 and the Colt rimfire m4 and m16 all share mSr styling, features and controls to varying degrees. Best of all, from a retailer’s standpoint, they have the same Picatinny rails as full-size mSrs, so they can be accessorized with optics, weapon lights, hand grips and almost anything else made to clamp onto an mSr.

Low-power variables, like the 1–4x20 Leupold VX-11, are great for close encounters with called-in coyotes. SRP: $374. (800-538-7653; leupold.com)

Backup opticS A mini reflex sight on an offset rail is a popular backup sight among 3-Gun shooters, and is beginning to find favor among varmint hunters. The Trijicon RMR ($556) shown here sits on a Trijicon offset rail that goes for $85. (800338-0563; trijicon.com)

The Burris FastFire is a popular, somewhat more affordable, option at $313. (970-356-8702; buriss optics.com)

triggerS Hunters like a crisp, light trigger to coax the best performance out of their rifles. Timney’s replacement trigger gives your rifle the feel of a target gun, and it drops in without gunsmithing. SRP: $194.95.

(602-274-2999; timneytriggers.com)

accessories. Hand guards come in three lengths: carbine, mid- and rifle.

The Yankee Hill Machine Customizable Free-Float Hand Guards starts at $133.50 in carbine length. Additional rails in 3-, 4-, 6-, 7½- and 12-inch lengths start at $19.

(877-892-6533; yankeehillmachine.com)

rail coverS These Magpul XTM Rail Panels protect your hands from sharp rail edges, and rails from dents and dings. SRP: $7.95 per set of four, enough to cover a 6-inch carbine rail. (877-462-4785; magpul.com) Front grip Vertical grips make off hand shooting steadier. The Magpul RVG (Rail Vertical Grip) fits on either a Picatinny rail or Magul’s popular MOE handguard. SRP: $24.95. (877462-4785; magpul.com)

The Grip Pod, in wide use by the military, combines a grip and a bipod that deploys at the push of a button. SRP: $154.95. (800-471-3144;

Wilson Combat Technologies also has an excellent trigger that’s even easier to install than the Timney. SRP: $299. (800-955-4856;

grippod.com)

wilsoncombat.com)

commandarms.com)

Flip-up SightS Flip-up iron sights stay out of the way until you need them. The Yankee Hill Machine QDS (Quick Deploy Sights) Same Plane sight system front and rear sights pop up with the push of a button. The front sight of the QDS Same Plane sight system fits onto a handguard rail; other models fit onto gas blocks. SRP: $207 for the set, but each component is available separately. (877-892-6533; yankeehill

weapon light A bright light, like the 110-lumen SureFire M300A Mini Scout, can blind an intruder. It mounts on a Picatinny rail and comes with two remote switches. Some varmint hunters use weapon lights for night-shooting, though they prefer incandescent lights to LEDs. SRP: $335. (800-828-8809; surefire.com)

machine.com)

Magpul’s injection-molded MBUS sights are a good pick as well. SRP: $39.95, front; $57.95, rear. (877-4624785; magpul.com)

Free-Float hand guard Hunters like free-float hand guards because they make no contact with the barrel, improving accuracy.

Recreational shooters like them because they can be covered with rails, from which you can hang

Command Arms Accessories offers a grip that holds the user’s flashlight. SRP: $76.49. (267-803-1518;

Bipod Hunters and target shooters alike appreciate the steady rest a bipod provides. The Shooters Ridge Deluxe mounts onto a Picatinny rail. The lightweight aluminum legs have a twist-lock length adjustment, and the bipod cants and swivels.

SRP: $154.95. (800-635-7656; shootersridge.com)

TangoDown is a big name in MSR accessories, and its Advanced Combat Bipod has a very good reputation. SRP: $213.98. (520-888-3376; tangodown.com)

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A Question of

COLOR Do women customers really want pink products?

By Marilyn Stone

P

erusing the proliferation of pink products at the last two SHOT Shows, one would never guess the polarized reactions to the color among women who hunt and participate in the shooting sports. Oddly enough, objections and endorsements stem from the same perception: The color pink sets women apart.

DOUG BOEHM

Women who find pink products demeaning and condescending want people to see them for their skills first, not their gender. Women who prefer pink may see it as an extension of their feminine style to their outdoor interests.

Neil Howe—a speaker at the Shooting Sports Summit in June 2008, and partner at Life Course, a company focused on generational profiles—says such reactions are not surprising. The appeal of pink products, he says, “is very much third-wave feminism.”

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According to Howe, women of the so-called Silent Generation (born between 1925 and 1942) were the first wave. They coined the term “Ms.” and sought career equality with men. Baby Boomer feminists, the second wave, were more confrontational and ideological. The third wave of feminists, born roughly between 1965 and 1979, are Generation X. “The attitude of thirdwave feminism means complete freedom to do anything, even flaunting your femininity,” says Howe. Paraphrasing the sentiment, he adds, “‘I don’t have to dress like a man if I’m a successful businesswoman. I can dress in an exaggerated form like a woman and that’s okay, too.’”

Howe sees pink as a “slightly edgier and daring color.” He says many young Gen-X women rebelled against their second-wave feminist mothers, the Baby Boomers, who took the feminist ideology very seriously.

To Howe, putting pink on a firearm can be seen as “an ironic commentary on what a pistol or rifle is all about.” And since irony is a generational touchstone for Gen-Xers, it would appeal to them.

IS PINK GREEN? Retailers are just as split as consumers on the value of pink.

Robin Ball, owner of Sharpshooting Indoor Range and Gun Shop in Spokane, Washington, says both male and female customers see pink and say, “That’s weird,” then move on to look at other firearms. Ball’s core business is geared to the com-

THE

NAYS My personal reaction is one of disdain.

—Kirstie Pike, age 41, CEO of Prois Hunting Apparel

I don’t care if it’s just the inside lining that no one will ever see—I will not buy pink. Do you see guys’ camo in baby blue? Women hunters have a hard enough time getting someone to take them seriously.

—Laura Bell, age 20

Most of us, I think, would just like outdoor clothing that fits.

—Vicky Jefferson, age 56

Why do manufacturers think they need to “pink it and shrink it” to make it attractive to women who hunt? On a writers’ hunt (five men, two women), we all received new scent-control gear. The women’s apparel had a bright-pink ugly logo, which I covered with tape.

—Lisa Metheny, age 43, outdoor writer

petitive shooter involved in U.S. Practical Shooting Association and International Defensive Pistol Association events, as well as tactical shooters and those interested in personal defense. She says her customers don’t feel they’ll be taken seriously if they use a pink gun, and “they certainly will reject a flashy firearm for concealed carry.”

Bill Kempffer, owner of Deep River Sporting Clays in Sanford, North Carolina, says he initially refused to order hot-pink shooting vests from MizMac Designs. He assumed purple, red or blue would appeal more to his women customers.

Well, hot pink is the only color he has had to reorder.

His demographic profile of shooting-vest buyers matches Howe’s prediction. Women 50 years of age and older favor the more sedate colors, while younger women go for the hot pink—including Kempffer’s daughter, who he says can be a “girliegirl” as well as a roughand-tumble soccer player.

Allan Boyer, owner of A.F. Boyer Hardware in Slatington, Pennsylvania, has had success selling firearms with pink stocks and grips, such as the Lady Smith by S&W, Keystone Sporting Arms’ Crickett .22 single-shot rifle and Charter Arms’ .38 Special Pink Lady.

“Customers of all ages buy pink,” he says. “Sales of the Crickett rifles are strong all year, but double during the Christmas season. Typically, I see fathers buying Cricketts for their eleven- to fourteen-year-old daughters when they’re ready to start hunting. But I’ve

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also seen them buy a Crickett while the child is still in the womb.”

Pat Mundy, marketing communications supervisor at Leupold & Stevens, says pink is the most popular riflescope color requested from its custom shop. Believing that pink could signify a “welcome sign” to women, Leupold & Stevens offers the Yosemite binocular in shocking pink. In addition, the Yosemite has a smaller interpupillary distance designed to fit smaller faces and features lower magnification for easier use.

In contrast, Adventure Medical Kits rejected coloring its two new Women’s Editions Outdoor and Travel Kits pink based on a diverse demographic survey of 300 women, including hunters, backpackers and adventure travelers. “It’s actually kind of condescending, when you think about it,” says director of public relations Simon Ashdown. “Just coloring a product pink doesn’t make it useful or even relevant to women.”

Bottom line? Painting a product designed for women pink will not camouflage poor design.

Miles Hall, co-owner of H & H Gun Range in Oklahoma City, Oklahoma, recalls the marketing faux pas of a company that “took a gun and ‘pinked’ it. That’s all they did—they didn’t change the boxy appearance of the gun or the heavy trigger pull.”

HOT BUTTON One of the hot buttons in the women’s market is breast cancer. Many companies, including Alpen

THE

YEAS I believe that companies offering more pink products show how they are becoming more accommodating and accepting of women in the hunting world. I think it encourages women.

—Allison Robbins, age 24

At least your husband, son or boyfriend probably would not borrow your equipment.

—Cynthia Vannoy-Rhodes, age 53

For me, the color represents that I am a funloving gal who enjoys the outdoors and doesn’t take things like the color of my gear too seriously. If it still does the job, what’s the difference?

—Michelle Scheuermann, age 33, director of communications, the Sportsman Channel

Outdoor Corp., Hallmark Cutlery and Spyderco, have introduced pink products tied with a donation to organizations fighting breast cancer. In addition, GunBroker.com has auctioned a pink firearm to raise money.

But consumers don’t always see such moves in a favorable light. More than one woman interviewed for this article said these programs were nothing more than cynical marketing.

ISSUES MATTER Still, many consumers do care about a company’s stance on such issues.

“What and who a company sponsors means a great deal to me,” says Deb Ferns, founder of Babes with Bullets shooting camps for women.

“I’d prefer to do business with a company that embraces and encourages more things for women.

Tactical Solutions, for instance, has many pink products and about ten other cool colors. More important, every time a woman tells them she wants something a bit different, they work hard to get it for her.” Ferns says Smith & Wesson and Brownells also have gone to great lengths in their sponsorship of Babes with Bullets and in making products that work for women.

To Miles Hall, the ultimate issue is respect. “If we’re going to grow the sport, we’re going to have to treat women with the respect they deserve,” he says. And a large part of that is a retailer’s willingness to listen to the voice of the customer, a tactic that cuts across generational lines.

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It’s stating the obvious to say shooters like to shoot. That said, some do a whole lot more shooting than others.

That’s especially true among competitive shooters. Not only are they happy playing their current games, they’re always looking for new ways to burn powder, new reasons to acquire new guns and new means to customize firearms for maximum effectiveness.

This is particulary the case with Multi-Gun competition. It’s not only one of the fastest-growing action shooting games, but it may be fixing to get even more popular.

Unlike traditional action shooting games, where a particular course of fire (COF) will be addressed with a single firearm, Multi-Gun competitors will run through the COF and engage targets at varying distances with a handgun, rifle or shotgun (sometimes just two of the three). A commonly encountered COF might have a shooter begin by engaging close range or distant targets with a rifle, then clear and stage the rifle before moving

downrange while engaging targets with a handgun (already on the hip) as he (or she) advances. The competitor may then pick up a pre-staged shotgun and tackle targets (paper, with slugs; steel plates, with shot) and finish with a couple of aerial clay targets. Or, reverse the order. Or, imagine any conceivable combination of the above.

It is a fast-paced, exciting game, and unlike some practical shooting events, Multi-Gun didn’t spring from the collective mind of a committee. It actually evolved from the requests and input of grassroots local club shooters.

Multi-Gun is basically an outgrowth of 3-Gun competition, which also began at the local club level, when action pistol shooters decided they wanted to shoot action games with more than just pistols. Match directors were approached, and soon they began adding rifles and shotguns to the usual match mix. The long-gun events, however, were held as individual matches in conjunction with the regular pistol competitions. They were, in effect, sep-

arate side matches. Around 1991, the United States Practical Shooting Association (USPSA) developed a 3-Gun rules format regarding targets, scoring procedures and allowable equipment into its gun divisions.

Although USPSA formalized 3-Gun competition under its banner, non-affiliated clubs took it a step further and began incorporating all three guns into a single COF. These local clubs (often referred to as Outlaw Clubs; that’s not a derogatory term—it merely means a non-affiliated club) drew surprising numbers of shooters. That caught the attention of industry sponsors, and a number of independent matches sprang up that drew top shooters with the lure of big money and big prizes.

Multi-Gun was on its way.

“Outlaw matches prompted the surge in Multi-Gun,” says top-ranked competitor Benny Hill, who also operates Triangle Shooting Sports in Corpus Christi, Texas. “It was just folks at the local club level that decided they wanted to have more fun with more

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It’s the hottest game around, but you need to master the complexities before you can cash in. A good start is understanding that the course of fire can vary greatly. BY CHRIS CHRISTIAN

guns. A 3-Gun competition used to be separate matches for separate guns on the same day, but those are not that common anymore, except with a few local clubs.

Multi-Gun has taken over, and it’s growing quickly.”

Rules of the Game Any shooting competition needs rules, and the International MultiGun Association (IMGA) came to the forefront there. Unlike some other competitive organizations, it is not a membership organization.

It simply set the initial rules. But those rules had a far-reaching effect.

Hill estimates that there are about 30,000 competitive shooters currently engaged in Multi-Gun competition under its rules.

“Multi-Gun, under the IMGA rules, is total freestyle shooting,” he says. “The shooter starts at a particular place and is told the targets he will face and the rules that apply.

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The basic trio: MSR, semi-auto pistol and shotgun. But rules and course of fire will vary; before you stock the shelves, know what the locals need.

The targets are a mix of rifle, pistol and shotgun. How the shooter solves the problem is up to him. That challenge appeals to a lot of shooters.”

The appeal was strong enough that, five years ago, the 20,000-member USPSA promulgated its own Multi-Gun rules and began holding major championship matches. USPSA’s rules differ slightly from the IMGA in terms of allowable equipment, match procedures and target scoring. The USPSA program has proven very popular and drawn a number of new shooters into the Multi-Gun game.

That’s a pretty significant market base for the guns, custom parts, accessories, reloading gear and ammo required to play the game. But, as mentioned earlier, Multi-Gun is fixing to get even bigger: The International Defensive Pistol Association (IDPA) has joined the Multi-Gun bandwagon with its own rules format.

Established in the mid-1990s, IDPA was formed to provide an alternative to USPSA handgun competition. Its goal was to provide a fast-paced action-shooting pistol game that did not require a lot of money to play. In contrast to the high-dollar custom handguns that dominate USPSA, the IDPA game stresses what could only be termed as “common and everyday” defensive handguns.

In addition, the COFs are held to a shorter round count. The amount of movement through a COF is also restricted, so competitors don’t need to be track stars that can run while shooting over a 40-yard stretch. Accuracy is also given equal status as pure speed in the scoring system. The bottom line is that a competitor can show up with the same concealedcarry pistol he totes on a regular basis and not only have fun, but be competitive.

That concept proved far more popular than the creators envisioned. Although IDPA is significantly younger than USPSA, its membership numbers are rapidly approaching those of the more established organization.

The IDPA Multi-Gun rules follow the original handgun philosophy and are more restrictive than USPSA or IMGA. Shotguns can be loaded with only five rounds in the magazine, making a standard pump or semi-auto more than adequate. Rifles can have iron sights or just a single optical sight, and some of the custom modifications seen in the other games are not allowed. IDPA (unlike the other two organizations) also will have two separate divisions for pistol-caliber carbines (one with iron sights and one

with a single optic). From a geographical standpoint, that is a key distinction.

East Versus West Participation in IMGA or USPSA MultiGun is most significant in the Western states, where range facilities exist for the extended-range (300 to 600 yards) rifle shots often incorporated into their stages.

In the more populous areas east of the Mississippi River, many ranges have minimal facilities for centerfire rifles and may

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have only a few stations at which a 200yard target can be used. Some ranges that see a lot of handgun use and IDPA competition might not even allow rifles. But a pistol-caliber carbine is allowed.

As a result, there are a number of ranges in the East where contemporary MultiGun competition cannot be conducted, but the IDPA version can. Although it is too early to fully gauge the full impact IDPA will have on the Multi-Gun game, some feel it could be profound.

“I’ve read the rules, and I’m excited,”

says Mike Foley, who in addition to being a veteran action-shooting competitor in all games also operates Shooters Connection, in Georgetown, Kentucky, an Internet sales organization that has been catering primarily to the action-shooting community for the past 15 years. “I’ve been shooting IDPA since it started, in 1996,” he says. “In my opinion, it attracts a lot of shooters who want to have some fun and do some competing, but don’t want to have to spend a lot of money on equipment. That has been a major factor

in its growth, and the Multi-Gun rules carry that on. I think this area could see some explosive growth.”

Keeping Track One drawback to capitalizing on MultiGun, however, is the differing rules among the various organizations. Savvy dealers will find out which versions are being played in their sales area and develop a familiarity with the basic equipment rules, which are readily available on each

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organization’s website. You must get this right; if IDPA is the popular version and you set up a shooter for IMGA Open Class (or vice versa), he won’t be allowed to shoot. And that means you’ll have a very unhappy camper to deal with.

The rules for allowable gun modifications can be complex. But one area that won’t be a concern is the handgun portion.

“The vast majority of shooters getting into Multi-Gun are already competent

pistol shooters and competitors. They’re settled with their handgun gear—they just have to work on the rifle and shotgun.” says Hill, who also conducts training classes in the sport.

Gear Guide Regardless of which version a shooter is playing, the AR-15 Modern Sporting Rifle (MSR) is the top rifle system, though the

AK platform and the Ruger Mini-14 are also viable. One factor in the popularity of the MSR is the wealth of aftermarket parts and accessories for it, and Multi-Gun shooters make good use of them. Among the most sought-after (depending upon the game) are magazine couplers that allow two 30-round magazines to be clamped together to speed reloading, extended magazine wells, extended magazine releases, safety and bolt-releases

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Top models for shotguns include the FNH SLP MK1 (top). Though most competitors opt for the MSR platform, the semi-auto Ruger Mini will work.

buttons, custom triggers, custom pistol grips and optical sights.

“Another important point for upper-level shooters,” says Foley, “are those items that reduce recoil and allow for more accurate pairs at a distance. These include adjustable gas systems, low-mass recoil-buffer-tube assemblies and muzzle compensators. This also includes different-length handguards and gas-tube systems. Anything that makes the firearm shoot faster and more accurately is popular with Multi-Gunners, and it’s just a matter of properly installing the right aftermarket parts.”

If IDPA is the game, don’t overlook pistol-caliber carbines or the venerable M-1 Carbine. There are two divisions specifically for them that should prove popular.

Semi-auto shotguns are the most popular choice for smoothbores, and the top models include the FNH SLP MK1, Remington 1100/11-87, Winchester SX2, Browning Gold and the recoil-operated Benelli M-1 and M-2. These can also benefit from some custom work. Magazine extension tubes are almost mandatory in USPSA and IMGA, but are not needed in IDPA. A folding rear rifle sight that can be flipped down for shooting shot loads and then flipped up for accurate slug shots are also in demand in all versions. Though semi-autos rule the roost, IDPA has two divisions that mandate pump shotguns, so that used pump that’s been sitting in the rack for a while might be moving out the door.

It’s obvious that custom parts and installation are key for the long guns.

Many popular modifications are nothing more than proper parts changing, and if your shop has an in-house smith, you are ahead of the game. If not, Mike Foley offers a different formula.

“We are exclusively Internet sales,” he says, “but you can’t overlook the gunsmithing side. We have more than a dozen independent gunsmiths that we list on our website to refer our customers to. Each has his own website section where he can showcase whatever he wants, along with his contact info. In return, the smiths purchase their parts from us. The end result is that our customers have a broad base for the needed custom work, while we supply the custom parts.”

Firearms and custom work might grab the lion’s share of attention, but don’t neglect the accessories needed to shoot Multi-Gun (and be comfortable while

doing it). Among these are the required ammunition-carrying devices to keep three guns fed with ammo while running a COF, and gun cases to get all those firearms to and from the range. Keep in mind, too, that many Multi-Gunners also use some type of cart to avoid having to tote three guns and assorted ammo.

“It can be a complex sport,” Foley says.

“The best way for a retailer to be successful in the niche is to be immersed in it. I have five full-time employees who are competitive shooters, including one Grand Master and a couple of Masters. By simply showing up and competing, they know what the current winning trends are and what the best gear is. That makes it a lot easier for us to provide the products and service out customers want.”

To my ears, that sounds like a solid game plan.

Know the Game

Knowing what to recommend for which game can go a long way in establishing a reputation as the local go-to shop. Getting that knowledge is as easy as hitting a few keystrokes. The appropriate equipment rules can be found at the following websites.

3gunrules.com: IMGA and USPSA rules, along with helpful information on Multi-Gun itself idpa.com: IDPA rules uspsa.org: complete rules for USPSA Multi-Gun

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Good stuff

b y s l at o n l . W h i t e

The Knoxx BreachersGrip is based on the SpecOps Stock, which has been designed to reduce recoil by 50 percent over the factory stock.

molding for a sleek, non-slip appearance.

Knoxx claims the stock reduces felt recoil by as much as 75 percent. I can’t verify the exact percentage, but I can tell you it completely tamed the Model 700 .300 Ultra Mag. I shot. And since it eliminates the need for a muzzle brake, the guys at the gun club won’t run from the line when you show up. You can also tell prospective buyers that the stock allows for a completely free-floated barrel. SRP: $249.99, pillar-bed model; $389.99, fulllength bed-block model.

Shooting Is Believing

Soft Sell

To take the sting out of shooting, you would be wise to offer recoil-reduction stocks from Knoxx

S

omething like 1,200 patent applications for recoil-reducing devices have been filed with the U.S. Patent Office in the past 200 years. That alone should tell you how much shooters loathe Newton’s Third Law of Motion—for every action there is an equal and opposite reaction.

Knoxx, recently acquired by Blackhawk, has been a leader in recoilreduction technology, and its products have gained ready acceptance in the shooting-sports community. In the past year, its Axiom Thumbhole Stock, which uses the company’s patented dual-recoil compensation system (essentially a pair of variable-ratio extension springs that spread out the recoil event) has garnered the lion’s share of attention. And for good reason. It does exactly what it says it will do: It reduces felt recoil.

But the company has other stocks in the line—all based on the same design— that any retailer should keep in mind when a customer complains about a hardhitting shotgun or rifle. The complaint may come from an older hunter who can no longer bear to shoulder a magnum cartridge, or the father of a young hunter who is flinching under the burden of 3-inch magnum 12-gauge turkey loads or

deer slugs. No matter—you can now solve the problem for them.

I had the opportunity recently to shoot three versions of these recoil-reduction stocks. The first, the CompStock, is designed for use on larger-caliber boltaction rifles, such as those from Remington, Ruger and Winchester.

The traditional-looking CompStock is designed for easy drop-in installation and makes use of Hogue rubber over-

The second model, the Knoxx CompStock for shotguns, uses the same technology to reduce felt recoil by more than 50 percent on Remington, Mossberg and Winchester pumps. I shot 00 buckshot as well as two rounds of wobble trap with a Remington 870 12-gauge equipped with the Knoxx stock.

Ordinarily, that kind of shooting with a 12-gauge pump will induce blunt-force brain trauma. In this case, except for a slow follow-up shot, I felt like I was shooting a semi-auto. SRP: $119.99.

The third model was the BreachersGrip.

Based on the SpecOps Stock, this shotgun pistol grip cuts recoil in half. It’s a good choice for home defense or bear country.

What I like: The reduced recoil makes it easy to get quickly back on target for a follow-up shot in close quarters. Fits Remington, Mossberg and Winchester pumps. SRP: $99.99.

As Gary Cauble, former president of Knoxx and now with Blackhawk, told me, “Shooting is believing.” I believe. (800694-5263; blackhawk.com)

Selling tip

Recoil is not just a physical phenomenon, it’s a mental issue as well.

The shooter who flinches on the range will surely flinch in the field, with predicable results. And younger shooters who get pounded hard during practice sessions might decide after their first deer season that the Xbox is a vastly more attractive alternative. Emphasize that a recoilreduction stock will make shooting more comfortable, and a shooter who is comfortable will shoot more accurately.

46 ❚ Shot BuSineSS ❚ october/november 2010

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W H AT ’ S S E L L I N G W H E R E

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

West ID

UT

Boise Gun, Boise

With a staff of 16 employees, this metro Boise store has an average of 3,400 firearms on hand. Rifle sales are on the increase. Kimber bolt-actions in .300 WSM are posting notable numbers, but Winchester Model 70s and Marlin XL7s, both in .3006, hold the top slots at the counter. Modern sporting rifles are holding steady, and Smith & Wesson’s new piston-model M&P is attracting the most attention.

Handgun sales are strong— Springfield XDMs in .45 and Glock’s new 4th Generation Model 22 are in high demand. Ammo stocks are adequate, though the store continues to have trouble with some calibers.

“We still can’t get .45 Long Colt and .380. You would think that these calibers would be available by now,” said owner Jason Hopper.

Utilizing 1,400 square feet, this shop in southern Utah keeps a supply of fishing tackle, outerwear and firearms inventoried. Sales of MSRs are slow but steady, and the majority of sales are going to Smith M&Ps. Bushmasters are also moving.

Hunting rifle sales continue to increase, mainly because Browning A-Bolts are on clearance. “We have ordered several new X-Bolts and expect them to do well in the coming years,” said counter salesman Jack Burton.

Other fast movers include Ruger M77 Hawkeyes in .30-06.

Kimber 1911s are in high demand, and the store is also seeing strong sales of Ruger LCPs and the Taurus Judge.

A few Thompson/Center muzzle-

Midwest City, ND Gun Bismarck

With nearly 1,000 guns on hand, this prairie gun shop keeps its customers coming back by supporting local shooting ranges and gun clubs. “Our store shared expenses with a local gun club to create an offsite indoor range to promote more year-round shooting. It has been especially successful with young shooters using pellet and BB guns,” said owner Marlin Fred.

Glock continues to be the top seller for this store, with an even split between 9mm and .40.

Springfield XDs are also selling well.

Savage Model 11s and Remington 700s in .270 through .30-06 are in high demand. Remington 11-87s are turning over, with plenty of 870s and some Mossberg 500s getting their fair share of retail action.

Dixie Gun & Fish, St. George

and MO Gun Pawn, Ozark

Located between Branson and Springfield, Missouri, this pawnshop keeps more than 300 guns on hand alongside jewelry, tools and some outerwear. Coming off a strong dove season, this retailer is still moving a larger number of Remington 870s than in the past.

Bolt-action rifles are hot, and Savage Model 10s in .270 are selling particularly well. Sales of Mossberg package Model 100s are increasing steadily. “We have found that customers love these combo scopeand-rifle packages. They get a free box of ammo and a scope alignment with every purchase. It’s been hard to keep them in stock,” said counter salesman Matt Thurman.

As for handguns, Walther P-22s and 9mm Glocks are pulling the best numbers.

loaders are on the move, and there was a single custom order for a Sharp’s replica that sold for more than $4,000.

Gun WA Welcher’s Shop, Tacoma

This busy metro retailer stocks large inventories of hunting rifles, MSRs and handguns. With hunting season nearly in full swing, handguns are still moving. “Our handgun sales remain impressively consistent year-round,” said manager John Welcher.

Ruger LCPs continue to lead the pack, but Welcher says Springfield XDs and XDMs are also posting very good numbers. Sporting rifle sales are increasing daily, with Browning X-Bolts in .30-06 and 300 WSM Kimbers in the lead. In MSRs, Rock River holds the high ground.

Guns, NE Nebraska Lincoln

One fulltime and a single part-time employee keep this metro Lincoln storefront stocked with more than 200 new and used firearms. With hunting season in full swing, boltaction rifles are the busiest segment for this store.

“Our sporting rifle sales continue to be as strong as they were five years ago,” said owner Jeff McIntyre.

One of the strongest sellers has been Mossberg’s new .270 bolt-action. Remington SPS 700s are also seeing high turns in .308 and .243.

Mossberg 500 shotguns have sold well for the last 30 days, and used Remington 870s are in high demand.

Kahr PM9s hold the high sales spot for handguns; Springfield XDs are second. Glocks in 9mm and .40 are also moving.

48 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2010

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South TX

Gun Shak, Lubbock With

an emphasis on hunting guns and accessories, this two-employee store keeps an average of 400 firearms in stock. In handguns, the Kel-Tec P3-83 is in the top slot, but owner Beverly Ellis says Springfield XDs in 9mm are seeing very quick turns. Sporting rifles and licenses are picking up daily, with .270 Tikkas and Ruger Hawkeye M77s posting the highest numbers.

Home defense rifle sales are stronger now than at this time last year, and the store is selling several Bushmasters a week. Ellis says that Ruger .22 MSRs are also moving well.

“These .22 models are getting very popular. Customers just love to shoot them, and they also are buying a lot of .22 ammo,” she said.

East

McElhiney’s MA Guns, Waltham

This shop, which keeps 400 guns in inventory, specializes in used guns, home defense and ammo. MSRs have been picking up since the summer months, but are still well below last year’s numbers.

Bushmaster and Colts are leading the list, followed by S&W M&Ps. Sporting rifle sales are especially slow, even as the deer season opener nears. “Our sporting long rifles have really slowed in the last four years. This year we’re still holding inventory from almost five years back,” said owner Eldon McElhiney.

At the handgun counter, Walther P22s are moving well. McElhiney also said he is seeing an increasing demand for used Colt 1911s.Some favorite finds were the new Taurus TCP and the wood-stocked MSR rifles from DPMS.

TX

Classic Arms, Cordova Keeping

more than 500 guns in stock, this Memphis area retailer is busy with fall hunting season. Shotguns sales are especially heavy, and the Benelli Vinci is delivering strong sales. “This gun has the attention of every waterfowler in our store, and we have a hard time keeping them in stock,” said counter salesman Ted Partin.

Super Black Eagles are also seeing some action. In addition, a larger-than-usual number of Remington 870s have gone out the door.

Sales of MSRs have cooled and inventories are high. Smith M&Ps are outselling other brands.

On the sporting rifle side, inventories are starting to shrink due to strong sales of Marlin 336s and Winchester 94s in .30-30. Reming-

Westside Rifle NY & Pistol Range, New York City

Located in the Chelsea district of Manhattan, this dealer services the lower Manhattan shooting community with expert help in permits and creating a friendly atmosphere for new shooters.

“Over sixty percent of our handgun sales are to first-time gun owners that have experienced nearly seven months of waiting, paperwork and a permit investment of $340,” said co-owner Bob Derris.

Handguns top the sales numbers for this store; Glock 9mms and Kimber 1911s in .45 turn the best numbers. Tactical-style shotguns from Mossberg and Remington are also consistent movers.

Derris noted that many of the attendees, including those from

ton 700s in .243 and .270 are just starting to gain momentum.

Handguns are moving briskly, especially Glocks in 9mm and Smith J-Frame revolvers.

Gun, AL Quality Attalla

Resting in the northeast corner of rural Alabama, this store serves a working-class area and specializes in price-point guns.

“Handgun sales are good as long as the price stays below $400. We order new guns for our customers, but the majority of our sales are used,” said manager Eric Chaviers.

Kel-Tec P11s are in high demand.

Taurus concealed-carry .38s are really driving sales.

Savage Model 10s rifles in .270 and used Stevens break-action shotguns continue to sell. Mossberg shotguns are also moving.

bachelorette and bachelor parties, return to begin the first-time purchase process for a gun.

All American PA Gun Shop, Williamsport

With 600 feet of display area, a warehouse and a gunsmith shop, this retailer specializes in home defense gear and keeps 100 firearms in inventory.

“Tactical rifles are our specialty, and sales are still strong this fall,” said owner Frank Lowe.

DPMS, Rock River and LWRCs are all selling well. Special orders for LWRC Reapers in .308 are on the rise, along with increased orders for Gemtech .22 suppressors.

Springfield XDs top the handgun sales charts in .40. H&K and FNs in .45 are also strong movers. Ammo stocks are good, but .45 Long Colt is in short supply.

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new products continued from page 56

Rock River Arms PDS Pistol uses a patent-pending Piston Driven System for improved reliability and performance.

electrical outlets. The HR Series also features the TruRack shelving system, which offers barrel-down or barrel-up gun storage to maximize storage capacity. Further customization options include an electric dehumidifier, Group 2 lock with key-locking dial and door-panel pistol kit. Available in textured matte black, onyx, alpine green and burgundy. SRP: $1,668 to $1,998. (909382-0303; cannonsafe.com)

Blaser

Rock River Arms The Rock River Arms PDS Pistol is the first of a new generation of firearms employing Rock River Arms’ patent-pending Piston Driven System (PDS). Utilizing a purpose-designed bolt carrier, an adjustable gas piston and an over-the-barrel spring and guide rod arrangement, the Rock River Arms PDS is able to eliminate the traditional recoil system associated with MSR–style firearms, making for an extremely versatile weapon platform. The design of the upper receiver and guide rod base prevents gas blow-by to the back of the receiver. The two-position adjustable regulator is conveniently located on the right side of the regulator housing.

The new PDS Pistol has a full-length top-mounting rail from the rear of the receiver to the regulator housing, allowing flexible placement of numerous optics, lights, lasers and other accessories.

The folding ambidextrous, nonreciprocating charging handles may be used independently or in unison to charge the RRA PDS Pistol. The RRA PDS Pistol features an MS1913 rail on the rear receiver adaptor as well as an MS1913 rail on the regulator housing that allows sling or weapons mounting capabilities. The handguard features an integral Operator Safety Flange to help prevent support-hand movement/ slippage toward the muzzle.

The pistol is chambered for 5.56 NATO (.223) and features an 8-inch chrome-moly barrel with a 1-in-9 twist as well as a Hogue rubber pistol grip. Overall length is 17.5 inches. SRP: $1,335. (309792-5780; rockriverarms.com)

Cannon Safe The HR Series features a massive 1-inch steel composite door, 1-inch active-locking bolts, internal hinges and multiple re-lockers. Rugged uni-body construction from heavy 12-gauge steel provides superior protection, and each safe is predrilled for bolting to the floor. Safe contents are accessed with the high-security, commercial-grade Type 1 electronic lock and fivespoke handle. Three layers of extra-hard 60+ RC steel hard-plate protect the lock from drilling and punching.

The series has a verified fire rating of 1,200 degrees F for 60 minutes The protection is achieved with multiple layers of ⅝-inch-thick fire-board construction, a special cold-smoke expandable seal and a heat-activated door seal.

Interior features include plush velourlined fully adjustable shelves and internal

Launched at the 2010 SHOT Show, the R8 bolt-action proved to be a real headturner. Now the firm is adding the R8 Professional to the line. Intended for use in extreme conditions, the R8 Professional features an ambidextrous stock with Elastomer grip inserts in the pistol grip and forearm to provide secure handling when wet. In addition, a new recoil pad, which has been designed to provide a snag-free mount for quick shots, now offers improved recoil reduction. A wide variety of optional grip caps will also be offered. The new rifle is available in a wide variety of calibers. SRP: $3,250. (210-3772533; blaser-usa.com)

Buff The cold-weather deer or waterfowl hunter faces a difficult choice in selecting headgear: Should he wear a camo ball cap, hood or balaclava? Buff makes the decision easy—its performance headwear can be customized quickly and worn in as many as 12 different ways, depending on the particular needs of the hunter. New this fall is a Polartec version in Mossy Oak patterns (Break-Up Infinity, Treestand, Duck Blind and Obsession). SRP: $32.

(707-569-9009; buffwear.com)

Advanced Technology International The Talon 5-Sided Aluminum Shotgun Forend enables the operator to position light/laser systems or vertical grips into an ergonomically friendly position.

Constructed of T6 aluminum with a hardcoat type III anodized finish, the Talon provides a tough yet extremely lightweight Cannon HR Series safes utilize a massive 1-inch steel-composite door for improved security. The line also boasts a fire rating of 1,200 degrees F for 60 minutes.

52 ❚ Shot BuSineSS ❚ october/november 2010

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For those who think that Savage rifles sell themselves, thank you for being such a fan.

For those who know better, contact us about being our new National Sales Manager.

RCBS Press Maintenance and Die Maintenance Kits help reloaders keep their equipment in top working order.

plessard@savagearms.com

forend—it weighs only 6.8 ounces. The Talon features ATI’s new 2-inch Dovetail Rail System for even greater versatility.

The rails are located at 45-degree increments around the forend, which allows the rails to be positioned at an exact location along the length of the forend. The Talon also features a built-in heat shield that keeps the shooter’s hand from sliding onto a hot barrel. The Talon fits 12- and 20-gauge Remington 870s, 12- and 20-gauge Winchester 1200s and 1300s, and Maverick 88s. It will also fit 12- and 20-gauge Mossberg 535s, 590s and 835s, as well as selected Mossberg 500 models.

(Newer 500A, B and C models use action bars attached to the forend and will not accommodate the Talon.) SRP: $100, forend and adaptor; $165, with 2-inch rails.

(800-925-2522; atigunstocks.com)

RCBS The new Press Maintenance Kit (SRP: $22.95) and Die Maintenance Kit (SRP: $28.95) from RCBS are designed to help reloaders keep their equipment in tip-top shape. Each kit is outfitted with professional-grade chemicals and brushes for removing dirt, oil and other debris from every nook and cranny; each also comes equipped with special chemicals and oils designed specifically for safe, long-term storage of reloading equipment. (800-533-5000; rcbs.com)

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NEW PRODUCTS

Altus Brands Woodland Whisper’s Incredible Hear is an easy-to-wear hearing-amplification product that will enable the wearer to hear sounds up to 100 feet away. It features a clip-on microphone and comfortable earbuds that fit snuggly in the ear, allowing the user to wear a hat, cap or hood in cold weather.

Now you can keep your ears warm in colder weather and still be able to hear from long distances while hunting. SRP: $14.99.

(800-891-3660; altusbrands)

Ruger

PRODUCT SAFETY NOTICE —

WARNING

DO NOT USE REMINGTON 17 HMR AMMUNITION IN SEMI-AUTOMATIC FIREARMS. DO NOT USE THE REMINGTON MODEL 597 17 HMR SEMI-AUTOMATIC RIFLE. Remington has been notified by its supplier of 17 HMR ammunition that 17 HMR ammunition is not suitable for use in semi-automatic firearms. The use of this ammunition in a semi-automatic firearm could result in property damage or serious personal injury.

Ruger’s SR-556, a two-stage piston-driven MSR, is now available in a new chambering—6.8mm. The new SR-556/6.8 brings the power and downrange authority of the 6.8 SPC cartridge in a two-stage piston rifle that runs cooler and cleaner than traditional gas-driven MSR–style rifles.

Packaged with one 5-round magazine Simmons LR600 Laser Rangefinder offers quick target acquisition from 10 to 600 yards, and has one-button operation for ease of use.

If you have a semi-automatic firearm chambered for 17 HMR ammunition, immediately discontinue use of Remington 17 HMR ammunition. If you have any Remington 17 HMR ammunition that you wish to return to Remington, contact Remington Consumer Service at the number below. Do not return the ammunition to the dealer. Remington will provide you with a $10.00 mail-in coupon for each complete box of 50 rounds of Remington-branded 17 HMR ammunition you return to Remington. This coupon will be good for the purchase of any Remington ammunition at your local dealer.

In light of the ammunition manufacturer’s notice, it is very important that you immediately stop using your Remington Model 597 17 HMR semi-automatic rifle. If you own a Remington Model 597 17 HMR semi-automatic rifle and wish to return it to Remington, please contact the below Remington Consumer Service number. In return for your Remington Model 597 17 HMR synthetic stock semi-automatic rifle, Remington will provide you with a mail-in coupon valued at $200.00 good for the purchase of a replacement, new Remington firearm. If you have a laminate stock Remington Model 597 17 HMR semi-automatic rifle, Remington will provide you with a mail-in coupon valued at $250.00 good for the purchase of a new Remington firearm. Remington will also provide free shipping labels for the return of your Model 597 17 HMR semi-automatic rifle to Remington.

Please allow up to 6 weeks after Remington receives your Model 597 17 HMR semi-automatic rifle or your Remington-branded 17 HMR ammunition for the appropriate coupons to arrive. Instructions for redemption of the coupons will be contained on the coupon.

For any consumer questions or instructions on how to return your Model 597 17 HMR semi-automatic rifle or your Remington-branded 17 HMR ammunition, please contact the Remington Consumer Service Department at 1-800-243-9700, prompt #3.

We apologize for any inconvenience this may cause.

Safety First. Always observe the ten commandments of safe gun handling and wear approved eye and ear protection anytime you are shooting.

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Ruger’s SR-556 will now be available in 6.8mm, a caliber well-suited for biggame hunters who prefer the modular MSR platform.

and two 25-round magazines, the SR-556/6.8 is an ideal rifle for hunters who prefer the MSR platform. The 6.8 SPC has ample power for hunting medium-size game, and the greater muzzle and downrange energy enhances the capability of the SR-556 in defensive or tactical roles as well.

The SR-556/6.8 retains all the features of the original SR-556. The patent-pending, two-stage piston delivers a smooth power stroke to the one-piece bolt carrier, which softens recoil, thus aiding both shooter comfort and the durability of the rifle. The four-position gas regulator allows the shooter to tune the rifle to the ammunition being fired, and a chromelined cold-hammer-forged barrel provides accuracy and longevity. In addition, Troy Industries Folding Battlesights, Quad Rail and rail covers are available, as well as a Hogue Monogrip six-position stock, sightadjustment tool and a padded carry case. SRP: $1,995.

Primos The Double Bull Crusher blind is made from three-ply sonic-welded fabric. A cotton/poly layer is crushed and then sonic-welded to a PVC layer with a black poly-fabric back. The result is a blind with natural shadowing that blends in with its surroundings. In addition, the PVC layer helps make the blind waterresistant and scent-tight, and the black poly layer eliminates a hunter’s profile inside the blind.

The new Double Bull hub system reduces the pull force required to open the blind by 50 percent, and a newly designed magnesium hub produces a high-tension, rock-solid framework. As an added benefit, the hub is over-molded with rubber to eliminate hand-pinch.

The Crusher comes with a new Double Bull Frame Pak. The Frame Pak’s simple, hassle-free design allows a hunter to pack and unpack the blind in seconds. The Frame Pak also converts to a high-back ground chair or ground blind shelf. SRP: $399.99. (800-523-2395; primos.com)

What if the person you need is not looking for a job?

Key employee search firm for the shooting, hunting, knife, LE/tactical and outdoor industry.

Employer paid fee.

Candidate contact welcome, confidential, free.

1740 Lake Markham Road Sanford, FL 32771 407-321-5822 (phone) 407-320-8083 (fax) email: search@shootingsearch.com w w w. s h o o t i n g s e a r c h . c o m Go to: www.ShotBusiness.com for free info.

The Primos Double Bull Crusher blind sets up quickly and uses natural shadowing for better concealment.

(ruger.com)

Simmons The new LRF600 Laser Rangefinder from Simmons offers accurate ranging performance from 10 to 600 yards.

The optics feature 4X magnification for quick target acquisition, and the in-view liquid crystal display gives a clear sight picture for accurate distance reading.

The unit has one-button operation for ease of use, and operates on one 9-volt alkaline battery.

SRP: $129 to $149. (913-752-3400; simmonsoptics.com)

Please send new product release info to: SHOT Business, New Products, 2 Park Ave., New York, NY 10016, or via e-mail to slaton.white@bonniercorp.com.

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

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new products

photo by justin appenzeller

Buck Knives

Buck’s innovative, patent-pending Shift Mechanism is the driving force behind its new Paradigm knife line. Instead of a liner lock (or frame lock), the Paradigm’s unique lock is located in the bolster. To unlock and open the knife, use your thumb to slide the bolster sideways; do the same to unlock and close it. This procedure means a user never puts his thumb in the way of a closing blade.

The Paradigm 337 Pro (shown here) has an S30V stainless-steel blade, and the ergonomic handle is made of rugged, virtually indestructible G10. SRP: $180. The blade on the 336 Paradigm Avid is 13C26 Sandvik stainless steel, and the handle is contoured Micarta. SRP: $150. The blades on both are 3 ¼-inch-long drop point, and each also has a reversible stainless-steel clip. In keeping with Buck’s “American Commitment,” both Paradigms are made in the USA and are backed by Buck’s respected Forever Warranty. (800-326-2825; buckknives.com) (Continued on page 52) 56 ❚ Shot BuSineSS ❚ october/november 2010

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Reliable. Consistent. Accurate. ™

Consistent expansion at all velocities.

The new DeepCurl™ bullet brings handloaders excellent big game performance. Its unique bonding process makes it tough enough for a variety of species. Both handgun and rifle reloaders get this reliable bullet at a great price.

Call for Dealer Information. 866-223-9388 www.speer-bullets.com

sFor Handloaders. r de .

By Handloaders.™

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