SHOT Business -- January 2021

SHOT BUSINESS JANUARY 2021 VOLUME 29, ISSUE 1

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HOLDING THE LINE Rather than a slew of new products, in 2021, retailers can expect to see a focus on line extensions. by joseph albanese

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HOW TO HOLD AN IN-STORE PRODUCT SEMINAR Hunting and shooting gear doesn’t move all by itself. It needs help. by tom claycomb iii

MARKET OPPORTUNITY Older customers require firearm retailers to rethink their product mix. But that’s a good thing. by mike keleher

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WORDS MATTER What you say, and how you say it, can make all the difference when you try to close the deal. by wayne van zwoll

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FROM THE COUNTER For this Alaska retailer, managing the supply chain efficiently is the key to success.

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RETAILER TOOLBOX Selling reloader equipment: When you take the mystery out, sales follow.

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FROM NSSF An overview of the industry’s remarkable results after a year unlike any other.

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NSSF UPDATE This year’s SHOT Show will be digital and On Demand!

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EDITOR’S NOTE Big challenges create new opportunities.

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NEWS BRIEFS Vista Outdoor acquires Remington Ammo; Meopta stays on course; LabRadar helps longrange target shooters achieve the accuracy they crave.

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FYI With his No Other Choice

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program, Kevin Dixie helps new gun owners.

FIRING LINE Springfield’s new bolt-action rifle expands the company’s formidable lineup.

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UNDERCOVER SHOPPER In a time of high demand for self-defense shotguns, can retailers deliver the goods?

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WHAT’S SELLING WHERE

GOOD STUFF When backcountry hunters move out of cell range, twoway Midland radios come into their own.

NEW PRODUCTS Viridian’s HS1 integrated laser light; Bushnell’s Elite Tactical spotting scope.

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EDITOR’S NOTE

Silver Lining

Big challenges can create new opportunities

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SLATON L. WHITE, Editor

James A. Walsh, Art Director Margaret M. Nussey, Managing Editor Jennifer L. S. Pearsall, Senior Editor David E. Petzal, Shooting Editor Judith Weber, Consulting Production Manager

he past few months have been interesting, to say the least. A global pandemic, civil unrest, and a national election have all helped to disrupt our daily lives. In doing so, these events have also helped create unprecedented demand for self-defense arms, especially among folks who had previously never considered owning a firearm. We’ve added something like 7 million new firearm owners to our ranks. But retailers have also reported increased sales of a wide range of outdoor gear, including soft goods of all sorts, as people have escaped to the less-crowded Great American Outdoors.

CONTRIBUTING EDITORS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Christopher Cogley, Jock Elliott, Shannon Farlow, Tim Irwin, David Maccar, Richard Mann, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Michael R. Shea, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll

In the long run, this is good news for retailers, though many report working long and hard to secure dependable supplies of inventory. Contributing editor Peter B. Mathiesen, who writes What’s Selling Where, told me after he turned in his column for this issue that several retailers said they didn’t have time to talk about sales trends. One counterman who did speak with him said, “We are 10-deep with customers at the counter.”

Another common refrain was the effort required on a daily basis to secure enough inventory­—both firearms and ammo—to meet what at this point seems to be unceasing demand. In many cases, as soon as the retailer receives his allotment, it moves right out the door, requiring another round of phone calls to a distributor.

The silver lining here is all those new gun owners, who, if given proper encouragement, may move past personal-defense needs and take up recreational target shooting or even hunting. These folks need to be welcomed into the fold; this is no time for snark behind the counter.

MANUFACTURING Kelly Kramer Weekley, Production Director Shari Smith, Production Manager

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JANUARY 2021

Israel Musquiz, manager of Sharp Shooters, in Lubbock, Texas, told Mathiesen, “We have an obligation as an industry to use this time to educate and welcome these new shooters to our ranks.”

He’s right on target.

The January issue of SHOT Business has long been devoted to a review of the new firearms that manufacturers intend to introduce in the coming year. But when we began our research this time around, we faced some new issues, all of which are detailed in our report, which begins on page 24. The main takeaway is that many manufacturers have worked tirelessly to keep pace with demand, so much so that many have pushed back 2021 new product introductions.

As a result, this year retailers will most likely see a stream of product extensions rather than a slew of outright new products.

That’s not necessarily a bad thing, as the extensions are based on proven designs that already sell.

Slaton L. White, Editor

Colin Kearns, Editorial Director ADVERTISING John Graney, Senior Vice President, Managing Director, Corporate Sales Katie Logan, Advertising Director (katie.logan@ bonniercorp.com) BUSINESS OPERATIONS Tara Bisciello, Financial Director

BONNIER Executive Chairman, Dr. Jens Mueffelmann Chief Executive Officer, David Ritchie Senior VP, Events, Jonathan Moore Senior VP, Digital Operations, David Butler Vice President, Finance, Tax, and Treasury, Alex Gentry Vice President, Finance, Business Operations, Tara Bisciello Vice President, Reporting & Analysis, Kamman Chow Vice President, Enterprise Solutions, Shawn Macey Human Resources Director, Kim Putman General Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 6 times a year in January, ­April/May, June/July, August/September, October/November, and December by Bonnier Corporation, 480 North Orlando Ave., Suite 236, Winter Park, FL 32789, 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 29, issue 1, Copyright © 2021 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 480 North Orlando Ave., Suite 236, Winter Park, FL 32789. Free to qualified subscribers; available to nonqualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at Winter Park, FL, and at additional mailing offices.

Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness.com/cs. You can also email SBZcustserv@cdsfulfllment.com, in the U.S. call toll-free 866-6154345, outside the U.S. call 515-237-3697, or write to SHOT Business, 480 North Orlando Ave., Suite 236, Winter Park, FL 32789. For editorial inquiries, write to Slaton L. White, SHOT Business, 480 North Orlando Ave., Suite 236, Winter Park, FL 32789.

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

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NEWS BRIEFS NEWS

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O U T R E AC H

Out of the Ashes

Vista Outdoor CEO Chris Metz (left) on Remington’s factory floor shortly after the acquisition.

Remington’s ammo division is acquired

by Vista Outdoor BY SLATON L. WHITE

“Vista Outdoor is now the proud owner of Remington ammunition and accessories,” says Chris Metz, Vista’s CEO. “Ownership fits with our mission of producing the world’s best ammunition. We also own the rights to the Remington brand trademark. We acquired these trademarks in Remington Outdoor Company’s bankruptcy auction. In order to facilitate the sale of Remington’s various business units by the bankruptcy estate, we were required to enter into a perpetual, royalty-free licensing agreement for use of the Remington brand name on firearms by the buyer of that business, but Vista Outdoor will not produce or profit from the sale of firearms.”

The purchase price was $81.4 million.

Considering what Vista got, it just might be the deal of the century.

“The combination of beloved ammunition brands created by this transaction will benefit shooting sports enthusiasts, outdoor recreation retailers, and Vista Outdoor for many years to come,” Metz says. “We look forward to welcoming the people of Remington and leveraging our collective passion, scale, manufacturing infrastructure, and distribution channels to bring Remington products to more consumers.”

Metz notes that, during the past three years, Vista has transformed itself. It is now a stronger, nimbler, and more profitable operation. “Our mission at Vista Outdoor is to be a powerhouse of passionate outdoor sports and recreation brands. Remington is an amazing fit.

We are excited and honored to now offer the Remington brand and the iconic green box to our customers.”

So, just what was the strategic rationale for acquiring this asset?

“Remington ammunition is an iconic American brand with a storied history that reaches back more than 200 years,” Metz says. “Reviving the brand, restoring the ‘green box,’ and protecting U.S. jobs are strategic priorities for our company. We believe our expertise in lean manufacturing, supply-chain

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ast fall, the tattered remains of Remington, once an industrial colossus in the firearm and ammunition industries, were sold off to a series of buyers in a bankruptcy fire sale. It was an inglorious end to a company that began life in 1816.

During the liquidation process, retailers and consumers alike wondered what would happen to some of their favorite This product is from sustainably managed forests and controlled sources.

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products, such as the iconic 870 pump shotgun or the instantly recognizable green hulls of Remington’s shotgun ammo. The jury is still out on firearm production, but there is good news indeed on the ammo side. Vista Outdoor, which owns Federal, Speer, and CCI, stepped up and brought Remington ammo in-house.

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management, and sales and marketing will help us to achieve these objectives and keep Remington ammunition on store shelves and available for loyal consumers. We also see an incredible opportunity to create additional accessories-based licensing opportunities as we look forward.

This strong consumer brand is a perfect fit for our portfolio. It’s in a category we know very well, with proven market leadership.”

Remington, like any insolvent enterprise in the throes of bankruptcy, was unable to continue to invest in its ammo division. That will change under Vista’s leadership.

“Since day one of the acquisition, Vista Outdoor has invested time, resources, and capital into reviving the Remington ammunition brand and factory operations,” Metz says. “We have deployed manufacturing teams to

Lonoke, Arkansas, to support the safe ramp-up of factory production. We have invested in the local workforce, retaining or creating hundreds of jobs in the Lonoke community. And our teams are purchasing raw materials and supplies that will support the growth and expansion of manufacturing. Overall, our priority is to expand operations the right way, not just the fast way.”

Retailers concerned that the Remington brand may be absorbed into Vista’s other brands need not worry. Vista knows full well the value of the Remington name.

“Vista Outdoor is a family of brands in which each brand retains its own identity, culture, and positioning in the marketplace. We want Remington to be Remington, just as we want our other brands to be unique and authentic. We do not intend to ‘Vista-ize’ or even ‘Federal-

ize’ the brand. Instead, we want to restore this incredible brand to the strength it once had, and ensure it maintains an authentic voice with its core consumers,” he says.

On the back end, Metz says Vista intends to utilize its ammunition manufacturing expertise to deliver efficiencies and productivity and restore Lonoke operations to profitability. That means hiring and training workers in Lonoke, as well as reinitiating commercial relationships that were interrupted during the bankruptcy proceedings.

At the factory and corporate levels, Vista has retained key and valuable talent from Remington. At this point, Vista has no intention of consolidating operations. “We see value in operating three world-class facilities in three distinct parts of the country.

We will maintain operations and production at each facili-

On Target

ty into the future,” he says.

“In the short term, our plan for Remington is to get production up safely and efficiently so that we can revive the brand. This means that each facility will be focused on their competencies and brand. Cross-production is not part of the plan.”

Metz also says consumers and retailers can expect to see new Remington product down the road. “New products are the lifeblood of our company. Federal and CCI/ Speer introduced a record number of new products last year, which drove tremendous value for our company and consumers. We expect Remington to follow suit.”

Metz believes emphatically in the power of the Remington green box. “As we’ve said, we want Remington to be Remington.

This absolutely means the green box is here to stay.”

Meopta’s business plan is right on the money BY SLATON L. WHITE

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any years ago, I talked to the CEO of a luxury import automobile company about a new model. The manufacturer had successfully launched this line to great fanfare, while its main competitor had stumbled out of the gate with a similar model.

When I asked him what had happened, he said, “Launching a new model is a lot like jumping off the Empire State Building. Once you commit, there’s very little you can do in the way of course correction.”

His company had created the right car for the right time. But it also thoroughly understood the market and launched with the right message and the right price. The competition had not.

Meopta’s business plan bears many similarities to that of the successful auto company. It looked at the European optics market in the United States and determined that there was room for another player, one that could offer outstanding glass but at a price below that of its chief competition. It also made sure its dealers would profit from carrying the line.

For 2021, Meopta sees no reason to alter the way it does business in the United States.

“Dealer orders are rolling in for the Optika6 line of 30mm riflescopes and new Optika 5 1-inch line of scopes, in addition to the new, premium MeoPro Air open-hinge binocular,” says Pavel Stastny, Meopta’s senior director of sales and marketing. “We’re seeing a lot of pent-up demand from dealers and consumers alike for new Meopta product. Since our previous products sold well at a good margin, our dealers know us and know our quality. The sellthrough is good, because we have the features people want at the right price.”

Meopta also understands that even though it’s had success in the past, it can’t afford to sit on an unvarying prod-

Chris Metz standing outside the Remington ammo factory in Lonoke, Arkansas. Vista Outdoor intends to revitalize the brand.

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uct line. That’s why it has worked relentlessly to revamp old product lines while also focusing on the development of new products.

Stastny stresses that because Meopta recognizes that each shooter and hunter has their own preferences, the manufacturer needs to create a broad product offering. “Multiple reticle options, firstfocal plane and second-focal plane options, zero-stop turrets, zero-reset turrets, maximum turret travel distance, glass reticles, rear-facing zoom numbers, and a built-in zoom throw lever— these are all in the mix to give consumers exactly what they want,” he says.

That said, he understands that dealers and consumers want something new on a regular basis. “Meopta will be introducing a new, high-performance rangefinding binocular in 2021 that is more affordable than most,” he says. “It’s a true value, with a price point and features designed specifically for the U.S. market.”

The product in question is the MeoPro Optika LR series. Available in 10x42 HD and 8x50 HD models, these laser rangefinding binoculars quickly measure distances out to 2,600 yards and 2,950 yards, respectively.

The fast and accurate integrated laser rangefinder features three modes: Auto

(which provides continuous ranging of moving targets), Near Ranging (which ranges the closest object in the aiming circle), and Far Ranging (which ranges the farthest object in the aiming circle to ensure an accurate reading in situations where there may be objects in the foreground, such as tree limbs or tall grass, that could interfere with a less precisely calibrated rangefinder). Incline data is also collected for accurate angle compensation in the field.

The illuminated OLED display can be set to yards or meters, and features four levels of brightness control. Display readings automatically shut off after 10 seconds to extend battery life. The Optika LR also features twist-up eyecups, dual diopter adjustments, and a low-battery indicator.

The magnesium alloy body and rubber armoring make the Optika LR rugged enough for use in rugged terrain. It is fully waterproof and shockproof, and its optical and mechanical performance is backed by Meopta’s lifetime transferrable warranty. SRP: $1,499, 10x42 HD; $1,899; 8x50 HD. “We believe we offer the highest quality for the money,” Stastny says. “It’s true value at an outstanding price-performance ratio.” (meoptasportoptics.com)

Meopta’s latest binocular introduction is the MeoPro Optika LR series. There are two versions.

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management, and sales and marketing will help us to achieve these objectives and keep Remington ammunition on store shelves and available for loyal consumers. We also see an incredible opportunity to create additional accessories-based licensing opportunities as we look forward.

This strong consumer brand is a perfect fit for our portfolio. It’s in a category we know very well, with proven market leadership.”

Remington, like any insolvent enterprise in the throes of bankruptcy, was unable to continue to invest in its ammo division. That will change under Vista’s leadership.

“Since day one of the acquisition, Vista Outdoor has invested time, resources, and capital into reviving the Remington ammunition brand and factory operations,” Metz says. “We have deployed manufacturing teams to

Lonoke, Arkansas, to support the safe ramp-up of factory production. We have invested in the local workforce, retaining or creating hundreds of jobs in the Lonoke community. And our teams are purchasing raw materials and supplies that will support the growth and expansion of manufacturing. Overall, our priority is to expand operations the right way, not just the fast way.”

Retailers concerned that the Remington brand may be absorbed into Vista’s other brands need not worry. Vista knows full well the value of the Remington name.

“Vista Outdoor is a family of brands in which each brand retains its own identity, culture, and positioning in the marketplace. We want Remington to be Remington, just as we want our other brands to be unique and authentic. We do not intend to ‘Vista-ize’ or even ‘Federal-

ize’ the brand. Instead, we want to restore this incredible brand to the strength it once had, and ensure it maintains an authentic voice with its core consumers,” he says.

On the back end, Metz says Vista intends to utilize its ammunition manufacturing expertise to deliver efficiencies and productivity and restore Lonoke operations to profitability. That means hiring and training workers in Lonoke, as well as reinitiating commercial relationships that were interrupted during the bankruptcy proceedings.

At the factory and corporate levels, Vista has retained key and valuable talent from Remington. At this point, Vista has no intention of consolidating operations. “We see value in operating three world-class facilities in three distinct parts of the country.

We will maintain operations and production at each facili-

On Target

ty into the future,” he says.

“In the short term, our plan for Remington is to get production up safely and efficiently so that we can revive the brand. This means that each facility will be focused on their competencies and brand. Cross-production is not part of the plan.”

Metz also says consumers and retailers can expect to see new Remington product down the road. “New products are the lifeblood of our company. Federal and CCI/ Speer introduced a record number of new products last year, which drove tremendous value for our company and consumers. We expect Remington to follow suit.”

Metz believes emphatically in the power of the Remington green box. “As we’ve said, we want Remington to be Remington.

This absolutely means the green box is here to stay.”

Meopta’s business plan is right on the money BY SLATON L. WHITE

M

any years ago, I talked to the CEO of a luxury import automobile company about a new model. The manufacturer had successfully launched this line to great fanfare, while its main competitor had stumbled out of the gate with a similar model.

When I asked him what had happened, he said, “Launching a new model is a lot like jumping off the Empire State Building. Once you commit, there’s very little you can do in the way of course correction.”

His company had created the right car for the right time. But it also thoroughly understood the market and launched with the right message and the right price. The competition had not.

Meopta’s business plan bears many similarities to that of the successful auto company. It looked at the European optics market in the United States and determined that there was room for another player, one that could offer outstanding glass but at a price below that of its chief competition. It also made sure its dealers would profit from carrying the line.

For 2021, Meopta sees no reason to alter the way it does business in the United States.

“Dealer orders are rolling in for the Optika6 line of 30mm riflescopes and new Optika 5 1-inch line of scopes, in addition to the new, premium MeoPro Air open-hinge binocular,” says Pavel Stastny, Meopta’s senior director of sales and marketing. “We’re seeing a lot of pent-up demand from dealers and consumers alike for new Meopta product. Since our previous products sold well at a good margin, our dealers know us and know our quality. The sellthrough is good, because we have the features people want at the right price.”

Meopta also understands that even though it’s had success in the past, it can’t afford to sit on an unvarying prod-

Chris Metz standing outside the Remington ammo factory in Lonoke, Arkansas. Vista Outdoor intends to revitalize the brand.

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uct line. That’s why it has worked relentlessly to revamp old product lines while also focusing on the development of new products.

Stastny stresses that because Meopta recognizes that each shooter and hunter has their own preferences, the manufacturer needs to create a broad product offering. “Multiple reticle options, firstfocal plane and second-focal plane options, zero-stop turrets, zero-reset turrets, maximum turret travel distance, glass reticles, rear-facing zoom numbers, and a built-in zoom throw lever— these are all in the mix to give consumers exactly what they want,” he says.

That said, he understands that dealers and consumers want something new on a regular basis. “Meopta will be introducing a new, high-performance rangefinding binocular in 2021 that is more affordable than most,” he says. “It’s a true value, with a price point and features designed specifically for the U.S. market.”

The product in question is the MeoPro Optika LR series. Available in 10x42 HD and 8x50 HD models, these laser rangefinding binoculars quickly measure distances out to 2,600 yards and 2,950 yards, respectively.

The fast and accurate integrated laser rangefinder features three modes: Auto

(which provides continuous ranging of moving targets), Near Ranging (which ranges the closest object in the aiming circle), and Far Ranging (which ranges the farthest object in the aiming circle to ensure an accurate reading in situations where there may be objects in the foreground, such as tree limbs or tall grass, that could interfere with a less precisely calibrated rangefinder). Incline data is also collected for accurate angle compensation in the field.

The illuminated OLED display can be set to yards or meters, and features four levels of brightness control. Display readings automatically shut off after 10 seconds to extend battery life. The Optika LR also features twist-up eyecups, dual diopter adjustments, and a low-battery indicator.

The magnesium alloy body and rubber armoring make the Optika LR rugged enough for use in rugged terrain. It is fully waterproof and shockproof, and its optical and mechanical performance is backed by Meopta’s lifetime transferrable warranty. SRP: $1,499, 10x42 HD; $1,899; 8x50 HD. “We believe we offer the highest quality for the money,” Stastny says. “It’s true value at an outstanding price-performance ratio.” (meoptasportoptics.com)

Meopta’s latest binocular introduction is the MeoPro Optika LR series. There are two versions.

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The Radar Revolution

rifle, and handgun options are available) and the velocity and distance settings.

Then, align the notch on the top of the LabRadar with the target and press the Arm button twice to begin transmitting (an orange light will appear). Once you fire, the unit will record data with each shot. If the system states there was an error, muzzle position is most likely to blame (the unit works up to 18 inches from the muzzle, though 6 inches or less is optimal). If the unit doesn’t respond to the shot, LabRadar wasn’t able to detect the report.

One major advantage of the LabRadar system is that, unlike traditional chronographs, it functions in any type of lighting condition. What’s more, you can simply place a clear plastic bag over the unit and it will operate in the rain, something that certainly can’t be said of traditional chronographs. Perhaps most impressive is LabRadar’s .1 percent accuracy, which is far better than most chronographs.

LabRadar has gone from being a novel creation to an industry standard in just a few years, and I expect more and more of these orange radar units to appear on shooting benches across the country.

Don’t be surprised to see your longrange shooting customers inquire about them. SRP: $559.95. (mylabradar.com)

LabRadar brings cutting-edge ballistics technology to the average shooter BY BRAD FITZPATRICK

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recision long-range rifle shooting has become more popular and more competitive over the last several years.

It’s a data-driven game; when you’re shooting targets a mile or more away, minor miscalculations translate into missed shots and lower scores, so precision shooters are particularly fastidious about their tools and equipment.

About five years ago, more and more serious shooters began showing up to matches with LabRadar Doppler radar. Built using the same technology utilized by military and commercial bullet makers, LabRadar offered shooters access to astonishingly accurate ballistic data in a convenient, affordable, simple-to-operate package.

What’s more, it’s not just competition shooters who are using LabRadar to access a treasure trove of ballistic data—more and more recreational

shooters are using this game-changing tool as well.

more affordable price. Mouser agreed to handle distribution and customer service through his company, TCK, LLC.

Where It Came From

How It Works

In the 1990s, Infinition, a Canadian ballistic instrumentation systems company, contacted Richard Mouser at Unites States Test Laboratory in Wichita, Kansas, to gauge Mouser’s interest in its ballistic radar systems.

Those systems, designed for military and commercial use, worked extremely well, but their complexity and high price tag prohibited their sale on the civilian market.

Mouser liked the ballistic radars so much that he bought three of them and encouraged the owner to develop a ballistic radar the average shooter could operate and afford. The team at Infinition, led by owner/engineer Guy Desbiens, went to work and developed the first civilian ballistic radar at a far

The LabRadar ballistic radar unit is 11 inches tall, 10 inches wide, and 2 inches deep. The base is threaded so that it can be attached to a tripod. There’s an LCD display screen in the center of the unit, and simple-to-use control buttons allow you to easily set up the system to record data.

When the system is powered on, LabRadar begins transmitting, and when an object enters the radar field, LabRadar tracks the object as far as it can and provides velocity readings.

“The unit may begin measuring velocity at 2 yards,” says Mouser. “Then it takes a reading at 3 yards, 4 yards, and so forth as far as it can track the object.

It will then extrapolate that data to determine muzzle velocity.”

LabRadar can be triggered either by the report of a firearm or Doppler radar.

Mouser suggests using the Doppler setting when firing arrows or paintballs and the trigger setting for firearms.

LabRadar has the capability of taking a reading about every 30 inches, depending on bullet speed, so it provides velocity figures throughout the radar field.

Thanks to its Bluetooth capabilities and SD card compatibility, LabRadar can provide shooters with a projectile’s velocity, kinetic energy, and power factor, and the information is neatly organized into series. Using the updated LabRadar app, you can record that data directly on your phone.

TUFFY SECURITY OFFERS LOCKABLE FIREARM STORAGE FOR VEHICLES As this issue of SHOT Business goes to press, first-time gun buyers in 2020 were rounding the 7 million mark. An NSSF survey noted that 58 percent of new gun owners are Black Americans and 40 percent are women.

“These first-time buyers represent a group of people who, until now, were agnostic regarding firearm ownership,” says Lawrence G. Keane, NSSF Senior Vice President and General Counsel. “That’s rapidly changing, and these Americans are taking hold of their right to keep and bear arms to protect themselves.”

New firearm owners should educate themselves on both firearm carry and transportation laws in their own cities and states, as well as those they plan on traveling through. The United States Concealed Carry Association (USCCA; uscca. com) website has a concealedcarry reciprocity and gun laws by state map for easy reference.

“We understand the importance of securely and legally transporting firearms in vehicles because we have been a leading provider of secure storage products for more than 30 years,” says Chip Olson, marketing manager of Tuffy Security Products. “We want to educate firsttime gun owners about the vari-

ous products we offer that can help them to securely store their firearms.”

As for securely storing firearms in vehicles during travel, Tuffy Security Products offers many choices, from built-in console safes and under-seat lockboxes to enclosures, drawers, and portable safes. Under-seat lockboxes are large enough to store shotguns and rifles while remaining hidden under the seat. They are designed specifically to fit under the rear seat of most pickup truck models using factory hardware with no drilling required for installation.

Console safes fit inside the original-equipment center console of most pickups and SUVs to transform this area into heavy-duty lockable storage.

Portable safes, available in small, medium, and large, are engineered for securing and transporting handguns. Tuffy’s system does not require a separate padlock and can be released in seconds to transfer the lockbox between vehicles.

The company’s Pry-Guard locking system and 10-tumbler pick-resistant locks prevent valuables from being taken by opportunistic thieves. The option of flexible keyless lockentry for multiple users is also available. (tuffyproducts.com)

Using LabRadar LabRadar can be powered using either the USB battery pack or six AA batteries. Using the Preference Menu button, select the proper velocity range (bow, LabRadar uses sophisticated new technology to help long-range target shooters improve accuracy.

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The Radar Revolution

rifle, and handgun options are available) and the velocity and distance settings.

Then, align the notch on the top of the LabRadar with the target and press the Arm button twice to begin transmitting (an orange light will appear). Once you fire, the unit will record data with each shot. If the system states there was an error, muzzle position is most likely to blame (the unit works up to 18 inches from the muzzle, though 6 inches or less is optimal). If the unit doesn’t respond to the shot, LabRadar wasn’t able to detect the report.

One major advantage of the LabRadar system is that, unlike traditional chronographs, it functions in any type of lighting condition. What’s more, you can simply place a clear plastic bag over the unit and it will operate in the rain, something that certainly can’t be said of traditional chronographs. Perhaps most impressive is LabRadar’s .1 percent accuracy, which is far better than most chronographs.

LabRadar has gone from being a novel creation to an industry standard in just a few years, and I expect more and more of these orange radar units to appear on shooting benches across the country.

Don’t be surprised to see your longrange shooting customers inquire about them. SRP: $559.95. (mylabradar.com)

LabRadar brings cutting-edge ballistics technology to the average shooter BY BRAD FITZPATRICK

P

recision long-range rifle shooting has become more popular and more competitive over the last several years.

It’s a data-driven game; when you’re shooting targets a mile or more away, minor miscalculations translate into missed shots and lower scores, so precision shooters are particularly fastidious about their tools and equipment.

About five years ago, more and more serious shooters began showing up to matches with LabRadar Doppler radar. Built using the same technology utilized by military and commercial bullet makers, LabRadar offered shooters access to astonishingly accurate ballistic data in a convenient, affordable, simple-to-operate package.

What’s more, it’s not just competition shooters who are using LabRadar to access a treasure trove of ballistic data—more and more recreational

shooters are using this game-changing tool as well.

more affordable price. Mouser agreed to handle distribution and customer service through his company, TCK, LLC.

Where It Came From

How It Works

In the 1990s, Infinition, a Canadian ballistic instrumentation systems company, contacted Richard Mouser at Unites States Test Laboratory in Wichita, Kansas, to gauge Mouser’s interest in its ballistic radar systems.

Those systems, designed for military and commercial use, worked extremely well, but their complexity and high price tag prohibited their sale on the civilian market.

Mouser liked the ballistic radars so much that he bought three of them and encouraged the owner to develop a ballistic radar the average shooter could operate and afford. The team at Infinition, led by owner/engineer Guy Desbiens, went to work and developed the first civilian ballistic radar at a far

The LabRadar ballistic radar unit is 11 inches tall, 10 inches wide, and 2 inches deep. The base is threaded so that it can be attached to a tripod. There’s an LCD display screen in the center of the unit, and simple-to-use control buttons allow you to easily set up the system to record data.

When the system is powered on, LabRadar begins transmitting, and when an object enters the radar field, LabRadar tracks the object as far as it can and provides velocity readings.

“The unit may begin measuring velocity at 2 yards,” says Mouser. “Then it takes a reading at 3 yards, 4 yards, and so forth as far as it can track the object.

It will then extrapolate that data to determine muzzle velocity.”

LabRadar can be triggered either by the report of a firearm or Doppler radar.

Mouser suggests using the Doppler setting when firing arrows or paintballs and the trigger setting for firearms.

LabRadar has the capability of taking a reading about every 30 inches, depending on bullet speed, so it provides velocity figures throughout the radar field.

Thanks to its Bluetooth capabilities and SD card compatibility, LabRadar can provide shooters with a projectile’s velocity, kinetic energy, and power factor, and the information is neatly organized into series. Using the updated LabRadar app, you can record that data directly on your phone.

TUFFY SECURITY OFFERS LOCKABLE FIREARM STORAGE FOR VEHICLES As this issue of SHOT Business goes to press, first-time gun buyers in 2020 were rounding the 7 million mark. An NSSF survey noted that 58 percent of new gun owners are Black Americans and 40 percent are women.

“These first-time buyers represent a group of people who, until now, were agnostic regarding firearm ownership,” says Lawrence G. Keane, NSSF Senior Vice President and General Counsel. “That’s rapidly changing, and these Americans are taking hold of their right to keep and bear arms to protect themselves.”

New firearm owners should educate themselves on both firearm carry and transportation laws in their own cities and states, as well as those they plan on traveling through. The United States Concealed Carry Association (USCCA; uscca. com) website has a concealedcarry reciprocity and gun laws by state map for easy reference.

“We understand the importance of securely and legally transporting firearms in vehicles because we have been a leading provider of secure storage products for more than 30 years,” says Chip Olson, marketing manager of Tuffy Security Products. “We want to educate firsttime gun owners about the vari-

ous products we offer that can help them to securely store their firearms.”

As for securely storing firearms in vehicles during travel, Tuffy Security Products offers many choices, from built-in console safes and under-seat lockboxes to enclosures, drawers, and portable safes. Under-seat lockboxes are large enough to store shotguns and rifles while remaining hidden under the seat. They are designed specifically to fit under the rear seat of most pickup truck models using factory hardware with no drilling required for installation.

Console safes fit inside the original-equipment center console of most pickups and SUVs to transform this area into heavy-duty lockable storage.

Portable safes, available in small, medium, and large, are engineered for securing and transporting handguns. Tuffy’s system does not require a separate padlock and can be released in seconds to transfer the lockbox between vehicles.

The company’s Pry-Guard locking system and 10-tumbler pick-resistant locks prevent valuables from being taken by opportunistic thieves. The option of flexible keyless lockentry for multiple users is also available. (tuffyproducts.com)

Using LabRadar LabRadar can be powered using either the USB battery pack or six AA batteries. Using the Preference Menu button, select the proper velocity range (bow, LabRadar uses sophisticated new technology to help long-range target shooters improve accuracy.

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NEWS BRIEFS

AMMO FOR ALL Clearmont, Wyoming, is a small town of a few hundred people near the Montana border. It sits in the shadow of the Bighorn Mountains, and in early October, pronghorn antelope take center stage. The town is used to seeing groups of hunters come and go in the fall, but one day was special when a group of 45 hunters arrived en masse. Some were firsttime hunters. All were women.

“It’s an event rooted in providing women with a hunting experience in a safe, non-threatening way. Fair chase is taught, and so is respect for the animal you pursue,” says Kelly Reisdorf, Vista Outdoor chief communications officer. “It’s also a community where there’s no such thing as a dumb question.

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Hunting can be intimidating. Women brand new to hunting and the shooting sports often don’t understand the difference between a bullet and a cartridge. It comes down to how you handle conversations like that so women will say ‘I want to try that.’ ” Reisdorf, a hunter for seven years, attended the event as one of the 45 women. Her favorite animal to stalk is elk, but with nearly all women harvesting a pronghorn on this Wyoming hunt, she claimed the event to be a solid success.

“There are so many connections that are made. People come from all over the country to do this,” she says.

“My favorite thing about it is meeting all the women, getting to know them, and hearing why

they’re there. I love how proud and excited these women are when they have their first harvest.”

That pride and excitement is what Wyoming Women’s Foundation is after. The organization focuses on improving the economic self-sufficiency of women. That includes hunting. From ammo loading to field dressing, the annual retreat teaches women of all races and regions how to feed their families with wild game they harvest themselves.

Some of the women pay their own way, some are on scholarship, and some are sponsored.

Federal Ammunition, one of the brands within the Vista Outdoor family, sponsored five female hunters in 2020.

“Women have always been on Federal’s radar,” says J.J. Reich, Federal senior manager for media relations. “We started in 1922, and if you look at photos of employees at Federal in 1924, more than half of them are women. It hasn’t been a campaign.

Women have always been a part of it.”

Vista Outdoor manages 40 brands. Eleven of them, including Federal, CCI, Speer, and now Remington, are ammunition-related.

Those 11 are 50 percent of Vista’s total revenue.

Retaining the traditional customer base still matters, but, in recent years, ammo is growing

its presence by reaching beyond its base to a developing demographic—namely women.

“There are so many women in the industry, it’s just normal for us to have women in camp,” Reich says. “The only difference is the women don’t share bunks with us. We make it as comfortable as possible for all people. They’re all our friends, and we’re all out for a good hunt.”

Inclusion has benefits beyond being altruistic.

Businesses stay in business when they make money. They make more money when they expand their reach through an increase in the type of customer they attract. Marketing to women often provides double the benefit for budgets because some women who hunt are also moms.

“We know that when dad hunts, it doesn’t mean the whole family goes. But when moms hunt, the kids hunt. It becomes something the whole family participates in,” Reisdorf says.

“As the female hunter demographic grows, it’s a race for market share.

Our ammo brands can either lead on this or our competition can take the market share from us. I say, let’s get in front of it.”

Events like this hunt in Wyoming help Federal get way out in front. —Kris Millgate (federalpremium.com)

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chimo guns , wasilla , alaska

by author here

A Different Game

per SKU. For 9mm and .223, that’s great, but would be unwelcome for calibers like a .300 Savage,” he said.

Pell said he does have some options for popular calibers, including distributors in the Lower 48 that are still suppling his select calibers in smaller buys.

“What makes a good distributor for us? Free shipping.

It’s something that’s constantly changing, but it is a deciding factor for our business,” he said. Other issues include shipping carriers and single orders for a handgun that can add nearly $50 to the end cost. “It may surprise other business owners in the Lower 48, but UPS kills us here in Alaska. It’s often double the price of FedEx. What we look for are distributors that use Priority Shipping from the USPS. It’s often half

Managing the supply chain efficiently is the key to success

T

his retailer has been in business since 1976, and is still operated by one of its founders, Nancy Wallis, along with her son-in-law, Craig Pell. The retailer sells a combination of firearms, with approximately 200 to 300 handguns, rifles, and shotguns in stock.

Carrying an inventory of mostly new guns, the emphasis is on traditional hunting and defensive firearms. The store is open Monday through Saturday.

LOGISTICS UP NORTH: IT’S JUST DIFFERENT

A small independent located in Wasilla, Alaska, a town of 15,000 people just an hour north of Anchorage, Chimo Guns is the last spot in which to buy guns and ammo before heading to the interior. Every gun shop in the U.S. is struggling with inventory during this year of elections and pandemic, but in Alaska, it’s business as usual. “The last six months have been crazy, but

➤

in the 49th state, not much has changed,” said Craig Pell, Chimo’s manager/buyer. Pell referred to inventory control, which in Alaska is a task that’s constantly being managed and adjusted. “Right now, I can get most handguns in less than a week. It takes watching a few key distributor sites and paying very close to attention to inventory lists. While handguns and modern sporting rifles certainly can be timeconsuming to find, it’s finding

ammo that tests my resolve.

Simply put, we are last in the chain,” said Pell.

There’s a reason for that.

Pell mentioned that, during the .22 shortage of a few years ago, it took three years before regular shipments of rimfire became available, because more-extensive ammo stocks have to be shipped in by barge from Seattle to Alaska. Simply put, doing business in Alaska is a different game than it is in the Lower 48.

FINDING THE RIGHT DISTRIBUTORS AND MANAGING SHIPPING COSTS

Pell said that, in his home state, the primary ammo supplier is a general products distributor in Anchorage that sells everything from candy to pharmaceuticals. “These kinds of suppliers are key to our consistent delivery of ammo here in Alaska. The planning on our part requires that we usually need to advance-order 10,000 rounds ➤

Over the years, inventory needs have changed.

Now, products need to turn at a faster pace.

the cost of FedEx,” he said.

Chimo looks for lasting relationships with its distributors, and has found that having the name of a regular contact goes a long way. “We have some relationships that are nearly two decades old.

They understand our needs,” Pell said.

Pell said that even highdemand items like Ruger’s new Model 57 have been available to them because of the strong relationships with their suppliers. “In my life, I have never sold a gun that I can’t get ammo for. But these Ruger 57s are just too attractive to my customer base,” he said, referring to the Model 57’s chambering in the stillrather-uncommon 5.7x28mm round, and the fact that the pistol boasts a generous 20-round capacity. Demonstrating that flexibility is also

CUSTOMER NEEDS AND UNIQUE INTERESTS

As with many stores throughout the country, product demands have changed for Alaskans in the last decade.

The store today stocks more products that turn quickly and relies less on specialty guns.

Though the Weatherby brand is still important to his clientele, Pell said, “We still love Weatherby guns, but in the 1990s, we would stock rare .460 and .378 classic, highgloss Weatherby rifles, and other odd varmint bolt guns.

Some of them would sit on the rack for three or more years. We just don’t do that anymore—our stock has to turn more efficiently.”

While the store doesn’t stock odd calibers like it used to, Alaskans do have a high interest in African calibers and big-bore handguns. “Nearly 15 percent of all our handgun sales are for big-bore revolvers from .44 Mag. to .500 S&W Mag., and we sell huge numbers of 10mm pistols. The rifles like those in the .375 H&H and other African cartridge bores are also still popular and drive a notable amount of retail traffic,” he said.

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While there are challenges to operating a retail store in an area in which it can take two to three weeks for a box

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mathiesen

key to a reliable inventory.

Pell is also able to secure product via his close relationship with his local rep for Winchester/Browning, a longterm relationship with Weatherby that includes stocking a complete line of rare Weatherby ammo calibers, and he’s become a full-line Filson dealer, in part because of the company’s free shipping.

LESSONS LEARNED FROM THE COUNTER

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UPDATE

peter b . mathiesen

of ammo to arrive, Alaskan retailers like Chimo Guns and Craig Pell crave their independence and love their unique circumstances. Pell said that the store founders, his father and mother-in-law, came to Alaska seeking a change of pace from life in California.

“They came here for the freedom of business and an honest, unencumbered life. They fit in pretty well,” said Pell.

Focusing on Must-Haves: Like many retailers, this store looks at relationships that fit the unique needs of the store and its customers. Full-line dealers are considered when feasible, and shipping costs are always under scrutiny. The right manufacturer’s rep and distributor salesperson are critical to supply chain efficiencies.

Fast Turns: While the store founder had a love of big-caliber rifles, the inventory is viewed more carefully four decades later, with expectations that stock turns quickly; while there are always a few exceptions, inventory is expected to turn within the year. If not, SKUs are usually reduced for a quick sale.

Know Your Customer: In the 49th state, customer needs correlate to a sense of independence and fortitude. This store balances the demand for firearms that address the challenges of life in such a still-wild place.

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by author here UPDAT ETHE COUNTER FROM

chimo guns , wasilla , alaska

by author here

A Different Game

per SKU. For 9mm and .223, that’s great, but would be unwelcome for calibers like a .300 Savage,” he said.

Pell said he does have some options for popular calibers, including distributors in the Lower 48 that are still suppling his select calibers in smaller buys.

“What makes a good distributor for us? Free shipping.

It’s something that’s constantly changing, but it is a deciding factor for our business,” he said. Other issues include shipping carriers and single orders for a handgun that can add nearly $50 to the end cost. “It may surprise other business owners in the Lower 48, but UPS kills us here in Alaska. It’s often double the price of FedEx. What we look for are distributors that use Priority Shipping from the USPS. It’s often half

Managing the supply chain efficiently is the key to success

T

his retailer has been in business since 1976, and is still operated by one of its founders, Nancy Wallis, along with her son-in-law, Craig Pell. The retailer sells a combination of firearms, with approximately 200 to 300 handguns, rifles, and shotguns in stock.

Carrying an inventory of mostly new guns, the emphasis is on traditional hunting and defensive firearms. The store is open Monday through Saturday.

LOGISTICS UP NORTH: IT’S JUST DIFFERENT

A small independent located in Wasilla, Alaska, a town of 15,000 people just an hour north of Anchorage, Chimo Guns is the last spot in which to buy guns and ammo before heading to the interior. Every gun shop in the U.S. is struggling with inventory during this year of elections and pandemic, but in Alaska, it’s business as usual. “The last six months have been crazy, but

➤

in the 49th state, not much has changed,” said Craig Pell, Chimo’s manager/buyer. Pell referred to inventory control, which in Alaska is a task that’s constantly being managed and adjusted. “Right now, I can get most handguns in less than a week. It takes watching a few key distributor sites and paying very close to attention to inventory lists. While handguns and modern sporting rifles certainly can be timeconsuming to find, it’s finding

ammo that tests my resolve.

Simply put, we are last in the chain,” said Pell.

There’s a reason for that.

Pell mentioned that, during the .22 shortage of a few years ago, it took three years before regular shipments of rimfire became available, because more-extensive ammo stocks have to be shipped in by barge from Seattle to Alaska. Simply put, doing business in Alaska is a different game than it is in the Lower 48.

FINDING THE RIGHT DISTRIBUTORS AND MANAGING SHIPPING COSTS

Pell said that, in his home state, the primary ammo supplier is a general products distributor in Anchorage that sells everything from candy to pharmaceuticals. “These kinds of suppliers are key to our consistent delivery of ammo here in Alaska. The planning on our part requires that we usually need to advance-order 10,000 rounds ➤

Over the years, inventory needs have changed.

Now, products need to turn at a faster pace.

the cost of FedEx,” he said.

Chimo looks for lasting relationships with its distributors, and has found that having the name of a regular contact goes a long way. “We have some relationships that are nearly two decades old.

They understand our needs,” Pell said.

Pell said that even highdemand items like Ruger’s new Model 57 have been available to them because of the strong relationships with their suppliers. “In my life, I have never sold a gun that I can’t get ammo for. But these Ruger 57s are just too attractive to my customer base,” he said, referring to the Model 57’s chambering in the stillrather-uncommon 5.7x28mm round, and the fact that the pistol boasts a generous 20-round capacity. Demonstrating that flexibility is also

CUSTOMER NEEDS AND UNIQUE INTERESTS

As with many stores throughout the country, product demands have changed for Alaskans in the last decade.

The store today stocks more products that turn quickly and relies less on specialty guns.

Though the Weatherby brand is still important to his clientele, Pell said, “We still love Weatherby guns, but in the 1990s, we would stock rare .460 and .378 classic, highgloss Weatherby rifles, and other odd varmint bolt guns.

Some of them would sit on the rack for three or more years. We just don’t do that anymore—our stock has to turn more efficiently.”

While the store doesn’t stock odd calibers like it used to, Alaskans do have a high interest in African calibers and big-bore handguns. “Nearly 15 percent of all our handgun sales are for big-bore revolvers from .44 Mag. to .500 S&W Mag., and we sell huge numbers of 10mm pistols. The rifles like those in the .375 H&H and other African cartridge bores are also still popular and drive a notable amount of retail traffic,” he said.

➤

While there are challenges to operating a retail store in an area in which it can take two to three weeks for a box

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SHOT BUSINESS

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JANUARY 2021

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mathiesen

key to a reliable inventory.

Pell is also able to secure product via his close relationship with his local rep for Winchester/Browning, a longterm relationship with Weatherby that includes stocking a complete line of rare Weatherby ammo calibers, and he’s become a full-line Filson dealer, in part because of the company’s free shipping.

LESSONS LEARNED FROM THE COUNTER

14

by peter b .

UPDATE

peter b . mathiesen

of ammo to arrive, Alaskan retailers like Chimo Guns and Craig Pell crave their independence and love their unique circumstances. Pell said that the store founders, his father and mother-in-law, came to Alaska seeking a change of pace from life in California.

“They came here for the freedom of business and an honest, unencumbered life. They fit in pretty well,” said Pell.

Focusing on Must-Haves: Like many retailers, this store looks at relationships that fit the unique needs of the store and its customers. Full-line dealers are considered when feasible, and shipping costs are always under scrutiny. The right manufacturer’s rep and distributor salesperson are critical to supply chain efficiencies.

Fast Turns: While the store founder had a love of big-caliber rifles, the inventory is viewed more carefully four decades later, with expectations that stock turns quickly; while there are always a few exceptions, inventory is expected to turn within the year. If not, SKUs are usually reduced for a quick sale.

Know Your Customer: In the 49th state, customer needs correlate to a sense of independence and fortitude. This store balances the demand for firearms that address the challenges of life in such a still-wild place.

JANUARY 2021

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by author UPDAT E TOOLBOX RETAILER

here

by author here

appropriate recipes highlighted, so they can get started as soon as they get set up at home. If you really want to show them you care, include a simple set of instructions, and email them some good online guides or videos that you have vetted personally.

Customers new to reloading will find the 12-gauge shell to be an ideal starting place.

Build Bundles One thing many gun counter people tout and lead with when trying to sell reloading equipment is its cost savings.

Sure, depending on the price of components at any given time, especially lead, reloading can save a customer up to $10 per box of shells on target loads. While everyone likes to save a buck, that’s not likely the overriding concern when your store is rationing one box of ammo per customer. So, mention the price savings, but first pitch the process of reloading mostly as something that recycles shells instead of wasting them, then as a way to create custom loads once they feel comfortable enough to do so.

If, at this point, your customer is onboard, you’re next going to talk about the tools to reload. The sheer array of reloading equipment can quickly become overwhelming, especially with rifle cartridge reloading, and that’s another reason I suggest starting with shotshells. They require a fraction of the tooling that centerfire cartridges do. And to make it even easier for them to go out of the store with a full shopping bag, bundle the shotshellreloading products together based on a reloading recipe that meets their needs for target shooting, self-defense, or hunting. That bundle should include an affordable press, a bag of hulls, a bag of wads, a bag of shot, a pound of powder, a powder measure, a scale, and primers—enough to make 50 or 100 rounds.

And, of course, a shotshell reloading handbook with the

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When you take the mystery out of it, sales follow

W

ith more new gun owners than ever, there’s a whole crop of customers who are going to start wondering about the “mysterious” world of reloading, if they haven’t already. At the same time, many likely don’t even know you can make your own ammunition at home.

The truth is, reloading isn’t all that mysterious, though it can certainly be intimidating to a newbie. More than a few will blanche after seeing the breadth of bullets, primers, and powders available, not to mention those sometimes astronomically expensive and complex progressive stage presses. But if a customer is really into the details and specs on firearms—and with everyone experiencing just how hard it is right now to acquire ammunition in volume—this is an oppor-

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tune time to start the conversation about “rolling your own” ammunition.

Start With a Shotshell—Yes, a Shotshell ➤ So, how do you start that conversation? One way I’ve found to introduce new customers to the world of reloading that’s a lot less intimidating and gets them started on a modest budget? Reloading shotshells.

I know, you’re thinking your custom-

ers are all clamoring for 9mm right now, but shotguns, especially for self-defense, have been selling like hotcakes too.

But as I said, this is about getting your new customers introduced to reloading in a way that doesn’t send them running for the door. The components of a 12-gauge shell and the tools needed to reload them are fairly inexpensive, comparatively. And the physical dimensions are bigger than the components of rifle or handgun ammunition, making them easier to work with. All that adds up to making the idea more approachable for the tentative novice.

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Far too many firearm retail stores have a press or two on the counter but don’t demonstrate them beyond pulling the lever on a progressive to spin the stage wheel around and talking about what the various stations do. You wouldn’t take that approach to selling a first gun to someone, so why get lazy here?

You don’t need to demo every press you carry, but if you have the room to display them, you should make those live displays on which shells can be loaded from start to finish with the customer.

A great press to demo for new customers is the Lee Precision II Load All. It’s about the simplest multi-stage shotgun press on the market, and untold numbers of reloaders got started with one of these. It normally retails for less than $60, is available for 12-, 20-, or 16-gauge shells, and requires no additional tools to load complete shotshells. It’s all there, in one easy-to-use machine that allows customers to load almost any 2¾- or 3-inch shells. It doesn’t crank them out with the speed that a highvolume shooter would require, but it’s exactly the right speed for a beginner.

The press includes 24 molded plastic shot and powder bushings, as well as a built-in spent-primer catcher.

An optional primer-feed device is available, but not

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Selling It: Reloading Equipment

A Budget Press That Delivers

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necessary. Be sure to tell your customer that the press has to be clamped or bolted near the edge of a bench or table for use (or bolted to a board that can then be clamped easily to a table).

The powder goes in one clearly marked transparent hopper, the shot in another, and a big red lever is between them, attached to the charge bar. Labeled plastic bushings are then placed in the charge bar that determine how much shot and powder are released into each shell. You should match these to the recipe so the customer understands what needs to be changed when they load a different recipe. Think of it like explaining the difference between a teaspoon and a tablespoon to someone who’s going to bake a cake for the first time. Also explain that, for added safety, the machine won’t work without a bushing in place.

While the Lee Reloading Manual guides for the powder charge dropped for each bushing size on the Load All are approximate, advise your customers to weigh the actual powder dropped by a bushing before they begin to load their first shell, so they can be as precise as possible. That’s where the scale comes in.

Once a customer has their load data all set up and the bushings in place, they just have to fill one hopper with powder and the other with shot; the shot hopper will hold about 5 pounds. On your demo press, work with your customer from left to right through the process, from resizing/depriming through to final crimp.

especially with those who didn’t even know there was such a thing, your salespeople have to approach them just like they did when selling a firearm to a first-time customer. They should, of course, ask the questions necessary to figure out how much, if anything, a customer knows about reloading. But then, with almost all of them, they must put themselves in their customer’s shoes, remembering that before they knew all that they now know about reloading, they knew nothing about reloading.

When setting up your demo press—the one your salespeople will use to walk their customers through the process—it would be a great service to your customers to not just break down the steps, but the reasons behind the steps. And have answers prepared to troubleshoot common questions: What does a correctly seated primer look like, and what do I do if mine doesn’t look like that?

Why and when would I need to adjust my wad-seating depth? Why do I need to resize? What if I have a sixcrimp shell but the press is an eight-crimp? (Does your customer even know that both crimps exist?) What do I do if the bushing doesn’t drop the right amount of powder?

How do I zero the scale? Can I substitute a Federal primer for a Remington, or swap

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david maccar

Green Dot for Blue Dot if I run out of powder? How many times can I reload a shell? Is it safe to load this shell with a crack in it?

Salespeople who are experienced reloaders had to ask all these questions and others when they got started. But when you have all the necessary knowledge under your belt, it’s easy to forget that at some point, you forgot to check for a properly seated primer or a split case, because those things are now automatic. Have your reloading salespeople go through some dry runs in a classroom, with someone asking them all the questions a new reloader would ask—what’s this for, what does this do, why do I do this first?—and they’ll be better prepared to sell the confidence those new reloaders need to commit to that first bundle purchase.

Retailer’s Toolbox is just one way NSSF helps retailers and ranges boost their customer engagement and improve their bottom line. To learn about the many other tools and resources NSSF can provide you, contact John McNamara, NSSF Senior Director, Retail & Range Services at jmcnamara@ nssf.org or 203-426-1320 ext. 237.

Need help moving a particular product type, let him know that too, and we’ll work to include it in an installment of “Selling It,” our newest addition to Retailer’s Toolbox.

Remember What You Didn’t Use to Know With all customers new to the idea of reloading, and

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Have your reloading salespeople go through some dry runs in a classroom with components on display.

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by author UPDAT E TOOLBOX RETAILER

here

by author here

appropriate recipes highlighted, so they can get started as soon as they get set up at home. If you really want to show them you care, include a simple set of instructions, and email them some good online guides or videos that you have vetted personally.

Customers new to reloading will find the 12-gauge shell to be an ideal starting place.

Build Bundles One thing many gun counter people tout and lead with when trying to sell reloading equipment is its cost savings.

Sure, depending on the price of components at any given time, especially lead, reloading can save a customer up to $10 per box of shells on target loads. While everyone likes to save a buck, that’s not likely the overriding concern when your store is rationing one box of ammo per customer. So, mention the price savings, but first pitch the process of reloading mostly as something that recycles shells instead of wasting them, then as a way to create custom loads once they feel comfortable enough to do so.

If, at this point, your customer is onboard, you’re next going to talk about the tools to reload. The sheer array of reloading equipment can quickly become overwhelming, especially with rifle cartridge reloading, and that’s another reason I suggest starting with shotshells. They require a fraction of the tooling that centerfire cartridges do. And to make it even easier for them to go out of the store with a full shopping bag, bundle the shotshellreloading products together based on a reloading recipe that meets their needs for target shooting, self-defense, or hunting. That bundle should include an affordable press, a bag of hulls, a bag of wads, a bag of shot, a pound of powder, a powder measure, a scale, and primers—enough to make 50 or 100 rounds.

And, of course, a shotshell reloading handbook with the

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When you take the mystery out of it, sales follow

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ith more new gun owners than ever, there’s a whole crop of customers who are going to start wondering about the “mysterious” world of reloading, if they haven’t already. At the same time, many likely don’t even know you can make your own ammunition at home.

The truth is, reloading isn’t all that mysterious, though it can certainly be intimidating to a newbie. More than a few will blanche after seeing the breadth of bullets, primers, and powders available, not to mention those sometimes astronomically expensive and complex progressive stage presses. But if a customer is really into the details and specs on firearms—and with everyone experiencing just how hard it is right now to acquire ammunition in volume—this is an oppor-

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tune time to start the conversation about “rolling your own” ammunition.

Start With a Shotshell—Yes, a Shotshell ➤ So, how do you start that conversation? One way I’ve found to introduce new customers to the world of reloading that’s a lot less intimidating and gets them started on a modest budget? Reloading shotshells.

I know, you’re thinking your custom-

ers are all clamoring for 9mm right now, but shotguns, especially for self-defense, have been selling like hotcakes too.

But as I said, this is about getting your new customers introduced to reloading in a way that doesn’t send them running for the door. The components of a 12-gauge shell and the tools needed to reload them are fairly inexpensive, comparatively. And the physical dimensions are bigger than the components of rifle or handgun ammunition, making them easier to work with. All that adds up to making the idea more approachable for the tentative novice.

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SHOTBUSINESS.COM

Far too many firearm retail stores have a press or two on the counter but don’t demonstrate them beyond pulling the lever on a progressive to spin the stage wheel around and talking about what the various stations do. You wouldn’t take that approach to selling a first gun to someone, so why get lazy here?

You don’t need to demo every press you carry, but if you have the room to display them, you should make those live displays on which shells can be loaded from start to finish with the customer.

A great press to demo for new customers is the Lee Precision II Load All. It’s about the simplest multi-stage shotgun press on the market, and untold numbers of reloaders got started with one of these. It normally retails for less than $60, is available for 12-, 20-, or 16-gauge shells, and requires no additional tools to load complete shotshells. It’s all there, in one easy-to-use machine that allows customers to load almost any 2¾- or 3-inch shells. It doesn’t crank them out with the speed that a highvolume shooter would require, but it’s exactly the right speed for a beginner.

The press includes 24 molded plastic shot and powder bushings, as well as a built-in spent-primer catcher.

An optional primer-feed device is available, but not

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DAVID MACCAR

Selling It: Reloading Equipment

A Budget Press That Delivers

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necessary. Be sure to tell your customer that the press has to be clamped or bolted near the edge of a bench or table for use (or bolted to a board that can then be clamped easily to a table).

The powder goes in one clearly marked transparent hopper, the shot in another, and a big red lever is between them, attached to the charge bar. Labeled plastic bushings are then placed in the charge bar that determine how much shot and powder are released into each shell. You should match these to the recipe so the customer understands what needs to be changed when they load a different recipe. Think of it like explaining the difference between a teaspoon and a tablespoon to someone who’s going to bake a cake for the first time. Also explain that, for added safety, the machine won’t work without a bushing in place.

While the Lee Reloading Manual guides for the powder charge dropped for each bushing size on the Load All are approximate, advise your customers to weigh the actual powder dropped by a bushing before they begin to load their first shell, so they can be as precise as possible. That’s where the scale comes in.

Once a customer has their load data all set up and the bushings in place, they just have to fill one hopper with powder and the other with shot; the shot hopper will hold about 5 pounds. On your demo press, work with your customer from left to right through the process, from resizing/depriming through to final crimp.

especially with those who didn’t even know there was such a thing, your salespeople have to approach them just like they did when selling a firearm to a first-time customer. They should, of course, ask the questions necessary to figure out how much, if anything, a customer knows about reloading. But then, with almost all of them, they must put themselves in their customer’s shoes, remembering that before they knew all that they now know about reloading, they knew nothing about reloading.

When setting up your demo press—the one your salespeople will use to walk their customers through the process—it would be a great service to your customers to not just break down the steps, but the reasons behind the steps. And have answers prepared to troubleshoot common questions: What does a correctly seated primer look like, and what do I do if mine doesn’t look like that?

Why and when would I need to adjust my wad-seating depth? Why do I need to resize? What if I have a sixcrimp shell but the press is an eight-crimp? (Does your customer even know that both crimps exist?) What do I do if the bushing doesn’t drop the right amount of powder?

How do I zero the scale? Can I substitute a Federal primer for a Remington, or swap

UPDATEby

david maccar

Green Dot for Blue Dot if I run out of powder? How many times can I reload a shell? Is it safe to load this shell with a crack in it?

Salespeople who are experienced reloaders had to ask all these questions and others when they got started. But when you have all the necessary knowledge under your belt, it’s easy to forget that at some point, you forgot to check for a properly seated primer or a split case, because those things are now automatic. Have your reloading salespeople go through some dry runs in a classroom, with someone asking them all the questions a new reloader would ask—what’s this for, what does this do, why do I do this first?—and they’ll be better prepared to sell the confidence those new reloaders need to commit to that first bundle purchase.

Retailer’s Toolbox is just one way NSSF helps retailers and ranges boost their customer engagement and improve their bottom line. To learn about the many other tools and resources NSSF can provide you, contact John McNamara, NSSF Senior Director, Retail & Range Services at jmcnamara@ nssf.org or 203-426-1320 ext. 237.

Need help moving a particular product type, let him know that too, and we’ll work to include it in an installment of “Selling It,” our newest addition to Retailer’s Toolbox.

Remember What You Didn’t Use to Know With all customers new to the idea of reloading, and

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Have your reloading salespeople go through some dry runs in a classroom with components on display.

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17

UPDAT E

by joe bartozzi , nssf president & & ceo ceo

Industry Overview Remarkable results in a year unlike any other

T

his was a year for the record books—literally. The past 12 months were among the most challenging, eventful, and remarkable ever witnessed by the firearm industry. Although I am generally very optimistic, next year promises to be even more challenging.

Rather than dwelling on what’s likely to come with a new administration in 2021, it is worth looking back on what NSSF accomplished for our industry in 2020. We must have a sober assessment of all we’ve weathered and achieved to have a clear picture of what’s in store and prepare for the future.

The industry’s biggest challenge was nothing short of remaining in existence.

When the coronavirus pandemic struck and government authorities began issuing shutdown orders, our Government Relations teams, both Federal and State Affairs, quickly stepped in. The single-most-important achievement was the firearm industry’s inclusion in the Department of Homeland Security’s

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Cybersecurity and Critical Infrastructure Agency Essential Critical Infrastructure List. The industry was included for simple, but vital, reasons.

First, health emergencies don’t end God-given rights, including the right to keep and bear arms. Given the potential disruption and chaos, that right in particular only becomes more pronounced. Second, our manufacturers were required to continue to deliver on U.S. military contracts. Our service members rely on our manufacturers, just as do American citizens. Last, the overwhelming majority of law enforcement agencies procure and maintain firearms for community safety through local retailers and ranges. They needed to operate to provide that ser-

vice to our communities.

That was a significant achievement that benefitted our entire industry and every consumer of firearms and ammunition in this country.

That’s why NSSF was so humbled and grateful to Laurie Lipsey-Aronson for presenting us with the North American Sporting Goods Wholesalers Chairwoman’s Award for the extraordinary contributions to the industry.

Those achievements resulted in record-setting firearm sales. As of this writing, we are knocking on the door of 20 million background checks for the sale of firearms. That surpasses the previous record, set in 2016, of 15.7 million.

That’s an incredible feat NSSF shares with manufacturers, distributors, and retailers across the board. Everyone

by joe bartozzi , nssf president

Act and management of them returned to state agencies.

The State Affairs team was just as busy. Much of the fight to keep retailers and ranges open was conducted in the states. NSSF’s team turned back numerous closure orders and challenged gun-control efforts.

The State Affairs team made gains elsewhere, too, such as changing South Carolina’s hunting apprentice law to extend the hunter recruitment efforts. Industry protection laws were passed in Louisiana, Utah adopted a constitutional amendment to protect the right to hunt and fish, and Pennsylvanians are hunting on Sunday for the first time in memory. NSSF blocked gun-control efforts in Washington state and Oregon, defeated attempted bans on traditional ammunition in Louisiana and Minnesota, and stopped the repeal of preemption laws in New Mexico.

Congressional gun-control efforts withered in the U.S. Senate due to NSSF’s diligence to convince lawmakers these weren’t good for the industry or America.

This year, NSSF supported the confirmation and seating of Associate Justice Amy Coney Barrett to the U.S. Supreme Court. Justice Barrett is a dedicated originalist, meaning she interprets law as it is written, not as a mere “guideline” for ideologies.

This gives the industry hope that a U.S. Supreme Court will take up and rule for industrypriority cases, including closely watched cases challenging bans on modern sporting rifles and magazines.

adapted to these unexpected events and made this recordsetting year possible.

NSSF was able to achieve much more. I was at the White House for the signing of the Great American Outdoors Act, the most significant conservation law passed in our lifetime. This law, which was championed

by NSSF, will provide full, dedicated funding for the Land and Water Conservation Fund (LWCF) and addresses maintenance backlogs on federal lands. This helps to open our public lands for all Americans to conserve and enjoy for generations ahead.

NSSF also supported the America’s Conservation Enhancement (ACE) Act. That act addresses the NSSF priority of creating a task force and authorizes funding to stop the spread of chronic wasting disease, which is ravaging cervids. It also reauthorizes the North American Wetlands Conservation Act to conserve waterfowl habitat.

NSSF’s Federal Affairs team secured funding requests for the FBI’s National Instant Criminal Background Check System (NICS) and the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF), which are vital to keeping our industry operating.

NSSF’s efforts to increase public access to hunting and the shooting sports resulted in Interior Secretary David Bernhardt opening 97 wildlife refuges to hunting and fishing, giving Americans access to 2.3 million additional acres of public lands. Veterans and Gold Star families were given free access to federal public lands in perpetuity, recognizing their sacrifices for our nation’s freedom. In addition, gray wolves were delisted from the Endangered Species

❚

SHOTBUSINESS.COM

&

ceo

UPDATE

2021 SHOT SHOW ON DEMAND!

Looking ahead, there’s still a mixed picture that won’t be settled until Georgia’s run-off elections in January are complete. However, pro-gun and pro-industry candidates overperformed. Pollsters projected increasing gains for gun control in Congress, but the opposite bore out. Guncontrol lawmakers lost seats.

As of this writing, the U.S. Senate is narrowly held by Republicans. Senators David Perdue and Kelly Loeffler are favored to win their run-offs, ensuring that a majority will remain to fend off gun-control attacks and attempts to alter our government, our Supreme Court, and our states.

The industry is taking former Vice President Joe Biden at his word when it comes to gun control. We will be on guard for threats to the industry through legislation and regulation, working to make sure our industry continues to thrive, just as we did in 2020.

There are no doubt challenges ahead, and that mettle will be tested. But with the support of this great industry, and the dedication of our entire team at NSSF, I remain steadfast and optimistic that we will be ready for any challenge.

Nothing can truly replace the experience of the SHOT Show in Las Vegas. While the show won’t be taking place in person this year, we are pleased to announce the upcoming launch of SHOT Show On Demand, a digital platform taking place Jan. 19–22, 2021, which will allow our exhibitors to reach out to and connect with the SHOT Show’s thousands of buyers and media.

Modeled from the SHOT Show Planner we’ve used for past shows, SHOT Show On Demand will provide everyone with a familiar user experience while also expanding its features to help connect buyers and media with the exhibiting manufacturers you want to reach.

Features of SHOT Show On Demand include: Schedule Appointments: Attendees will have the ability to schedule virtual meetings with exhibitors during SHOT Week and communicate through private messages.

Digital Press Kits: Exhibitors can promote their products to SHOT Show media with exclusive year-round access that is only provided to members of the press. Media will have the ability to search the site yearround for products and companies to cover.

Connect with Media:

Exhibitors can add press releases and host virtual press conferences that will be promoted to the media.

Digital Promotion: SHOT Show will be sending SHOT Daily newsletters and highlighting other publications throughout SHOT Week, as well as issuing SHOT Show Blasts leading up to and during the week, which will further drive interest and attendees to the SHOT Show On Demand platform. education: NSSF’s SHOT University and Retailer Seminars are going virtual this year. Online education sessions will be offered throughout SHOT Week.

TV coverage: SHOT Show has partnered with Outdoor Sportsman Group to provide “live” coverage on Outdoor Channel and Sportsman Channel, as well as on OSG’s websites and social media-throughout SHOT Week.

Radio Interviews: Our popular “Radio Row” at the show will be going virtual this year, with opportunities for exhibitors to appear on a number of talk shows during the week.

For complete information on how you can take advantage of the 2021 SHOT Show On Demand, visit SHOTShow.org.

©2021 National Shooting Sports Foundation, Inc. All rights reserved. SHOT BUSINESS®, SHOT SHOW®, and all other trade names, trademarks, and services marks, registered and unregistered, of the National Shooting Sport 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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SHOTBUSINESS.COM

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JANUARY 2021

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SHOT BUSINESS

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19

UPDAT E

by joe bartozzi , nssf president & & ceo ceo

Industry Overview Remarkable results in a year unlike any other

T

his was a year for the record books—literally. The past 12 months were among the most challenging, eventful, and remarkable ever witnessed by the firearm industry. Although I am generally very optimistic, next year promises to be even more challenging.

Rather than dwelling on what’s likely to come with a new administration in 2021, it is worth looking back on what NSSF accomplished for our industry in 2020. We must have a sober assessment of all we’ve weathered and achieved to have a clear picture of what’s in store and prepare for the future.

The industry’s biggest challenge was nothing short of remaining in existence.

When the coronavirus pandemic struck and government authorities began issuing shutdown orders, our Government Relations teams, both Federal and State Affairs, quickly stepped in. The single-most-important achievement was the firearm industry’s inclusion in the Department of Homeland Security’s

18

❚

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❚

JANUARY 2021

Cybersecurity and Critical Infrastructure Agency Essential Critical Infrastructure List. The industry was included for simple, but vital, reasons.

First, health emergencies don’t end God-given rights, including the right to keep and bear arms. Given the potential disruption and chaos, that right in particular only becomes more pronounced. Second, our manufacturers were required to continue to deliver on U.S. military contracts. Our service members rely on our manufacturers, just as do American citizens. Last, the overwhelming majority of law enforcement agencies procure and maintain firearms for community safety through local retailers and ranges. They needed to operate to provide that ser-

vice to our communities.

That was a significant achievement that benefitted our entire industry and every consumer of firearms and ammunition in this country.

That’s why NSSF was so humbled and grateful to Laurie Lipsey-Aronson for presenting us with the North American Sporting Goods Wholesalers Chairwoman’s Award for the extraordinary contributions to the industry.

Those achievements resulted in record-setting firearm sales. As of this writing, we are knocking on the door of 20 million background checks for the sale of firearms. That surpasses the previous record, set in 2016, of 15.7 million.

That’s an incredible feat NSSF shares with manufacturers, distributors, and retailers across the board. Everyone

by joe bartozzi , nssf president

Act and management of them returned to state agencies.

The State Affairs team was just as busy. Much of the fight to keep retailers and ranges open was conducted in the states. NSSF’s team turned back numerous closure orders and challenged gun-control efforts.

The State Affairs team made gains elsewhere, too, such as changing South Carolina’s hunting apprentice law to extend the hunter recruitment efforts. Industry protection laws were passed in Louisiana, Utah adopted a constitutional amendment to protect the right to hunt and fish, and Pennsylvanians are hunting on Sunday for the first time in memory. NSSF blocked gun-control efforts in Washington state and Oregon, defeated attempted bans on traditional ammunition in Louisiana and Minnesota, and stopped the repeal of preemption laws in New Mexico.

Congressional gun-control efforts withered in the U.S. Senate due to NSSF’s diligence to convince lawmakers these weren’t good for the industry or America.

This year, NSSF supported the confirmation and seating of Associate Justice Amy Coney Barrett to the U.S. Supreme Court. Justice Barrett is a dedicated originalist, meaning she interprets law as it is written, not as a mere “guideline” for ideologies.

This gives the industry hope that a U.S. Supreme Court will take up and rule for industrypriority cases, including closely watched cases challenging bans on modern sporting rifles and magazines.

adapted to these unexpected events and made this recordsetting year possible.

NSSF was able to achieve much more. I was at the White House for the signing of the Great American Outdoors Act, the most significant conservation law passed in our lifetime. This law, which was championed

by NSSF, will provide full, dedicated funding for the Land and Water Conservation Fund (LWCF) and addresses maintenance backlogs on federal lands. This helps to open our public lands for all Americans to conserve and enjoy for generations ahead.

NSSF also supported the America’s Conservation Enhancement (ACE) Act. That act addresses the NSSF priority of creating a task force and authorizes funding to stop the spread of chronic wasting disease, which is ravaging cervids. It also reauthorizes the North American Wetlands Conservation Act to conserve waterfowl habitat.

NSSF’s Federal Affairs team secured funding requests for the FBI’s National Instant Criminal Background Check System (NICS) and the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF), which are vital to keeping our industry operating.

NSSF’s efforts to increase public access to hunting and the shooting sports resulted in Interior Secretary David Bernhardt opening 97 wildlife refuges to hunting and fishing, giving Americans access to 2.3 million additional acres of public lands. Veterans and Gold Star families were given free access to federal public lands in perpetuity, recognizing their sacrifices for our nation’s freedom. In addition, gray wolves were delisted from the Endangered Species

❚

SHOTBUSINESS.COM

&

ceo

UPDATE

2021 SHOT SHOW ON DEMAND!

Looking ahead, there’s still a mixed picture that won’t be settled until Georgia’s run-off elections in January are complete. However, pro-gun and pro-industry candidates overperformed. Pollsters projected increasing gains for gun control in Congress, but the opposite bore out. Guncontrol lawmakers lost seats.

As of this writing, the U.S. Senate is narrowly held by Republicans. Senators David Perdue and Kelly Loeffler are favored to win their run-offs, ensuring that a majority will remain to fend off gun-control attacks and attempts to alter our government, our Supreme Court, and our states.

The industry is taking former Vice President Joe Biden at his word when it comes to gun control. We will be on guard for threats to the industry through legislation and regulation, working to make sure our industry continues to thrive, just as we did in 2020.

There are no doubt challenges ahead, and that mettle will be tested. But with the support of this great industry, and the dedication of our entire team at NSSF, I remain steadfast and optimistic that we will be ready for any challenge.

Nothing can truly replace the experience of the SHOT Show in Las Vegas. While the show won’t be taking place in person this year, we are pleased to announce the upcoming launch of SHOT Show On Demand, a digital platform taking place Jan. 19–22, 2021, which will allow our exhibitors to reach out to and connect with the SHOT Show’s thousands of buyers and media.

Modeled from the SHOT Show Planner we’ve used for past shows, SHOT Show On Demand will provide everyone with a familiar user experience while also expanding its features to help connect buyers and media with the exhibiting manufacturers you want to reach.

Features of SHOT Show On Demand include: Schedule Appointments: Attendees will have the ability to schedule virtual meetings with exhibitors during SHOT Week and communicate through private messages.

Digital Press Kits: Exhibitors can promote their products to SHOT Show media with exclusive year-round access that is only provided to members of the press. Media will have the ability to search the site yearround for products and companies to cover.

Connect with Media:

Exhibitors can add press releases and host virtual press conferences that will be promoted to the media.

Digital Promotion: SHOT Show will be sending SHOT Daily newsletters and highlighting other publications throughout SHOT Week, as well as issuing SHOT Show Blasts leading up to and during the week, which will further drive interest and attendees to the SHOT Show On Demand platform. education: NSSF’s SHOT University and Retailer Seminars are going virtual this year. Online education sessions will be offered throughout SHOT Week.

TV coverage: SHOT Show has partnered with Outdoor Sportsman Group to provide “live” coverage on Outdoor Channel and Sportsman Channel, as well as on OSG’s websites and social media-throughout SHOT Week.

Radio Interviews: Our popular “Radio Row” at the show will be going virtual this year, with opportunities for exhibitors to appear on a number of talk shows during the week.

For complete information on how you can take advantage of the 2021 SHOT Show On Demand, visit SHOTShow.org.

©2021 National Shooting Sports Foundation, Inc. All rights reserved. SHOT BUSINESS®, SHOT SHOW®, and all other trade names, trademarks, and services marks, registered and unregistered, of the National Shooting Sport 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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SHOTBUSINESS.COM

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JANUARY 2021

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19

FYI

by robert f . staeger

Aiming for Better Kevin Dixie’s ‘No Other Choice’ training welcomes new faces to the firearm community

“

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e’re more than guns. We are a community.” That’s the motto of Kevin Dixie’s “No Other Choice” firearm training, and it’s one he embodies.

“Guns are great,” says Dixie. “The historical concept, and the machine itself.

However, we’re more than that. We’re fathers, we’re neighbors, we’re business owners. We have to think beyond the trigger and just get out there and be a community.”

A sense of community is

what first spurred Dixie to offer firearm training. Dixie was part of the St. Louis Police Department in St. Louis, Missouri, working in jails. “I noticed that a lot of individuals locked up there were pretty good people— they just made bad decisions when it came to self defense.”

Dixie resolved to provide

training that emphasized better decision making. Part of that is his program Aiming for the Truth, in which he helps people with all sorts of issues—from mental health to job searches to firearms.

Among the things he discusses are the constitutional and civil-rights values of firearms. “I had an epiphany,” says Dixie. “All these rights I’m fighting for are protected by the Second Amendment.

People don’t understand how the lack of guns, or inadequate [access to] guns, allowed people to be killed because they couldn’t defend themselves.”

Dixie emphasizes this history with the release of his signature gun, The Truth, a custom pistol based on a Heckler & Koch VP9, but reimagined

by Dixie and brought to life

by Wayne Hammer, J&L Machining, and Carolina Custom Foam.

Dixie’s success as a Black entrepreneur in a largely white-dominated industry is one of perseverance. “I could’ve sat back and said, ‘There’s no way I can penetrate that industry—too many buddies, too many systems,’ ” says Dixie. But he worked up his nerve and introduced himself to established industry figures—and he found helping hands, particularly at companies like Brownells and NRA TV. He pays that assistance forward, too, showing newcomers various inroads to the firearm industry. “You don’t have to just be a [target] shooter,” Dixie says. “Are you great with design? Do you understand logistics? Are you an engineer? I’ve taken kids into factories so they can see Kevin Dixie, through his “No Other Choice” program, teaches firearm basics and safe-handling skills

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the mechanical aspect of guns, so they can think beyond just shooting them.

You can get into the business.”

Of Dixie’s students at No Other Choice, about half are new gun owners. With his Evolve classes, Dixie contrasts his style with that of the prevalence of grim, tactical-style training. “I bring a different energy, and I think people gravitate to it. Let’s just have some fun.

“I decided to just be myself and let people know I’m here,” says Dixie. “We’re going to grow this industry, bring millions of people of all different genres, races, and everything else over to the gun industry.”

Of course, looking back on 2020, there were plenty of complications. Foremost among them was COVID-19, which led to a lot of cancellations—not just for the Evolve trainings, but also Dixie’s big Train & Learn seminars.

But that’s not the only wrinkle, says Dixie. Ammo shortages meant the price per round has skyrocketed— right when people are feeling a financial squeeze in other respects. In order to make classes more affordable, Dixie advises scaling back the number of rounds people shoot.

“Slow down drills, make sure you’re working with cognition,” he says. “You can finetune some fundamentals.”

Plus, there’s plenty of training that can be done without firing a single round.

Dixie offers e-learning, classes on safety habits, how to fill out paperwork, and what he calls “family counseling with a gun”—i.e., how to behave when a firearm is in the house.

“I think e-learning is probably here to stay,” says Dixie. (nootherchoice.com)

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by john b . snow

FIRING LINE

Stretching Out Springfield’s new bolt-action rifles expand the company’s formidable lineup

T

here was a bit of good news in an otherwise apocalyptic 2020: Springfield Armory recently expanded into a new product category with the introduction of a bolt-action rifle. The official name is the Springfield Armory Model 2020 Waypoint, and I was among the fortunate few able to get an early look at it.

Normally, when a gun company ventures out of its comfort zone, as is the case here, I get a sinking feeling in the pit of my stomach. To SA’s credit, however, it got this introduction right with a smartly configured rifle that lives up to the significant performance standard the company touts.

The Waypoint is a hunting rifle with a lot of elements pulled in from the tactical world. With just a glance at its profile, it’s easy to see that the stock, action, and barrel all draw heavily upon firearms designed for the military, law enforcement, and competition.

The Waypoint comes in four configurations, and is available in four different chamberings. It can be had in 6.5 PRC, .308 Win., 6.5mm Creedmoor, and 6mm Creedmoor, and comes with either a steel or carbon-fiber barrel. The stock can be had with either an adjustable

cheekpiece or one that is fixed.

The model I shot was a 6.5 PRC with the carbon-fiber barrel and adjustable stock.

That’s the flagship configuration (SRP: $2,399). With the fixed stock and carbon-fiber barrel, the price is $2,275; the steel-barreled rifle with the adjustable stock lists for $1,825; and the fixed stock steel version is $1,699.

Springfield Armory guarantees three-shot accuracy of .75 MOA with the Waypoint.

My first five-shot group out of the rifle with factory Hornady 143-grain ELD-X bullets measured just under this. Subsequent groups did just as well. That is a strong indication that SA is building these guns the right way.

The carbon-fiber stock is from AG Composites, a veteran-owned company based out of Alabama. This stock is a good example of the modern tactical hunter. It has a vertical pistol grip with a comfort-

The Waypoint is Springfield’s first foray into the bolt-action hunting market.

able, hand-filling contour that functions well ambidextrously in case you are a lefty or need to shoot off your weakside. The grip positions the hand well with respect to the rifle’s trigger. The trigger itself is also worth noting. It’s an adjustable model from Trigger­Tech, which has established itself as one of the best triggers out there for hunting and competition. The trigger on my sample broke at a consistent 3 pounds 11 ounces.

One of the stock’s virtues is a snag-free design that rides shooting bags well at the range and makes the rifle easy to maneuver when setting up for a shot in the field. In lieu of swivel studs, the Waypoint has five QD cups for attaching a sling. Three are on the butt—one on each side and one along the bottom—and two are on either side of the forend. The extra cups on the butt also allow you to attach a lightweight rear bag.

The stock also has three M-Lok-compatible slots along the front portion of the forend, so that you can attach a length of Picatinny rail, a segment of ARCA rail, or other connectors in order to attach bipods and other accessories.

Springfield Armory didn’t do anything fancy with respect to the design of the Model 2020 action. Instead, it stuck with the proven formula of going with a two-lug system on a Remington 700 footprint that is fed by a detachable-box AICS magazine. The bolt head incorporates a plunger-style ejector and a sliding claw extractor, similar to what you’ll see on rifles from Savage Arms. I had zero issues with ammo feeding or extracting.

The action is secured to the stock via two stout T-30 Torx fasteners. The stock incorporates two aluminum pillars and is inletted very nicely, though it doesn’t have (or seem to need) any additional bedding.

For any rifle to perform at a high level, all the components must be up to snuff and work in harmony with each other. The Springfield Armory Waypoint hits the mark. It’s a solid introduction for a company that has been on a tear of late, with winners like the Hellcat pistol and the Saint AR-pistol. (springfield-armory.com)

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UNDERCOVER SHOPPER

ly full when I arrived.

Inside, I joined dozens of customers browsing the wide selection of firearms and accessories. Customers also lined up at the checkout counter to purchase their three-box allotment of ammo.

After wandering the aisles for 15 minutes without being approached, I finally waved down a sales associate and asked for help. He walked me to a display that held tactical long guns and handed me a new Akkar Churchill 612 pump. He said it was the best home-defense shotgun currently in stock, but he didn’t provide any insight beyond, “It’s a typical pump gun.”

store was much easier to find. The upscale appearance and well-maintained landscaping raised my hopes for this gun shop and indoor shooting range.

After a few minutes, I was greeted warmly by a senior staff member, who led me to a wall of tactical shotguns.

Apparently, a new shipment of shotguns designed for home protection had just arrived. However, they were not yet on display, and the salesman did not offer to let me see them. Instead, he pointed to the only shotgun

COMPLETE MISS The second store was a short drive south on I-77. My GPS led me to a large shopping center that I circled three times trying to locate the gun shop. I finally gave up and called the phone number on the shop’s website to ask for directions. It turns out, the store lacked an exterior sign. It was hidden beneath a large sign for the Chinese restaurant next door.

Undaunted, I parked and walked to the front door only to find it locked. I shook the door handle a second time before being buzzed inside.

With no other customers and only a handful of firearms and accessories on display, this store looked empty. The lone staff member explained that most of the inventory, including shotguns, had been moved to another location in South Carolina.

➤

Hunting for a home-defense shotgun in Charlotte

L

ike many Americans these days, I have grown increasingly concerned about home security. I live in a city that was hit hard by riots last spring; restaurants, retail shops, and other businesses on my block were vandalized and looted. Although my home was spared, I decided to beef up security with a shotgun built for that purpose. Since firearms and ammunition remain scarce at my local gun stores, I drove to Charlotte, North Carolina, to hunt for a suitable home-defense shotgun. Gun shops in the Charlotte area have always offered a wide selection in the past. Will that be the case this time?

➤ My

22

❚

search began at a state-

SHOT BUSINESS

❚

JANUARY 2021

Product Availability

STORE The sales associate showed little enthusiasm for the shotgun he recommended or for helping this customer.

Providing few insights, the salesman seemed to have limited experience with defensive shotguns.

While the store had an overall solid selection of firearms and accessories, the shotgun selection lacked depth.

The staff member appeared friendly but was unable to help due to a lack of products.

Though the store was nearly empty, the staff member didn’t bother to share any insights.

This store featured the smallest selection of products I’ve ever encountered at a gun shop.

STORE The senior salesman stayed busy helping multiple customers. He clearly enjoyed his job.

The salesman appeared knowledgeable about firearms in general—except for the model he recommended to this shopper.

Although the store had a strong selection of firearms and accessories, its ammo and home-defense shotgun selection needed help.

This salesman was quick to help and answered all my questions. He even recommended a local restaurant for lunch. He epitomized the term “professional.”

The salesman seemed highly knowledgeable about home-protection shotguns, as well as other firearms that we discussed.

This store featured the largest inventory of firearms, accessories, and ammo that I found during my trip to Charlotte.

STORE

D

Thanks to prominent roadside signage and a large sign above the entrance, the third

SHOTBUSINESS.COM

Product Knowledge

C

➤

❚

models designed for personal and home protection.

The salesman provided a detailed explanation of what to look for in a homedefense shotgun. To my surprise, he steered me away from some of the shortest models with pistol grips, explaining that they can be harder to control. He then retrieved a spec sheet for a 12-gauge Mossberg Maverick 88 that he personally preferred for home protection due to the shotgun’s price, reliability, and ease of handling.

Customer Service

B

PIXEL PUSHERS

LACKLUSTER SERVICE

Charlotte. The parking lot, which offered a stunning view of the city’s skyline, was near-

The final store on my list promoted itself as “America’s largest gun shop.” Located in a strip mall, this store was hard to miss. The large exterior signage and an abundance of enormous window

➤

STORE

HOMEWORK REQUIRED of-the-art gun shop and indoor shooting range located on the outskirts of uptown

HOME RUN

A

STORE C STORE A

STORE D

decals were easily visible from the street.

From the moment I walked through the front door, this gun store seemed to live up to its tagline. If it wasn’t the largest in America, it was certainly the largest in Charlotte. Firearms, accessories, and ammunition lined the walls and filled the shelves and display cases.

I made my way to the tactical shotgun department, where I was shortly approached by a smiling salesman. He proceeded to show me several shotgun

How’d They Do?

STORE B

A Demanding Situation

on the wall that he deemed appropriate for home security—a JTS 12-gauge pump action shotgun with a pistol grip. He admitted that he knew very little about the brand and needed to do some homework.

❚

SCORING SYSTEM:

❚

SHOTBUSINESS.COM

❚

Outstanding:

Very Good:

Winner:

Average:

STORE

D

Hands down, this store provided the most attentive and knowledgeable customer service. No matter what type of gun you’re in the market for, Hyatt Guns is worth a visit.

Hyatt Guns

3332 Wilkinson Blvd.

Charlotte, NC 28208 704-394-0387 HyattGunStore.com

Fair:

JANUARY 2021

❚

Poor:

SHOT BUSINESS

❚

23

UNDERCOVER SHOPPER

ly full when I arrived.

Inside, I joined dozens of customers browsing the wide selection of firearms and accessories. Customers also lined up at the checkout counter to purchase their three-box allotment of ammo.

After wandering the aisles for 15 minutes without being approached, I finally waved down a sales associate and asked for help. He walked me to a display that held tactical long guns and handed me a new Akkar Churchill 612 pump. He said it was the best home-defense shotgun currently in stock, but he didn’t provide any insight beyond, “It’s a typical pump gun.”

store was much easier to find. The upscale appearance and well-maintained landscaping raised my hopes for this gun shop and indoor shooting range.

After a few minutes, I was greeted warmly by a senior staff member, who led me to a wall of tactical shotguns.

Apparently, a new shipment of shotguns designed for home protection had just arrived. However, they were not yet on display, and the salesman did not offer to let me see them. Instead, he pointed to the only shotgun

COMPLETE MISS The second store was a short drive south on I-77. My GPS led me to a large shopping center that I circled three times trying to locate the gun shop. I finally gave up and called the phone number on the shop’s website to ask for directions. It turns out, the store lacked an exterior sign. It was hidden beneath a large sign for the Chinese restaurant next door.

Undaunted, I parked and walked to the front door only to find it locked. I shook the door handle a second time before being buzzed inside.

With no other customers and only a handful of firearms and accessories on display, this store looked empty. The lone staff member explained that most of the inventory, including shotguns, had been moved to another location in South Carolina.

➤

Hunting for a home-defense shotgun in Charlotte

L

ike many Americans these days, I have grown increasingly concerned about home security. I live in a city that was hit hard by riots last spring; restaurants, retail shops, and other businesses on my block were vandalized and looted. Although my home was spared, I decided to beef up security with a shotgun built for that purpose. Since firearms and ammunition remain scarce at my local gun stores, I drove to Charlotte, North Carolina, to hunt for a suitable home-defense shotgun. Gun shops in the Charlotte area have always offered a wide selection in the past. Will that be the case this time?

➤ My

22

❚

search began at a state-

SHOT BUSINESS

❚

JANUARY 2021

Product Availability

STORE The sales associate showed little enthusiasm for the shotgun he recommended or for helping this customer.

Providing few insights, the salesman seemed to have limited experience with defensive shotguns.

While the store had an overall solid selection of firearms and accessories, the shotgun selection lacked depth.

The staff member appeared friendly but was unable to help due to a lack of products.

Though the store was nearly empty, the staff member didn’t bother to share any insights.

This store featured the smallest selection of products I’ve ever encountered at a gun shop.

STORE The senior salesman stayed busy helping multiple customers. He clearly enjoyed his job.

The salesman appeared knowledgeable about firearms in general—except for the model he recommended to this shopper.

Although the store had a strong selection of firearms and accessories, its ammo and home-defense shotgun selection needed help.

This salesman was quick to help and answered all my questions. He even recommended a local restaurant for lunch. He epitomized the term “professional.”

The salesman seemed highly knowledgeable about home-protection shotguns, as well as other firearms that we discussed.

This store featured the largest inventory of firearms, accessories, and ammo that I found during my trip to Charlotte.

STORE

D

Thanks to prominent roadside signage and a large sign above the entrance, the third

SHOTBUSINESS.COM

Product Knowledge

C

➤

❚

models designed for personal and home protection.

The salesman provided a detailed explanation of what to look for in a homedefense shotgun. To my surprise, he steered me away from some of the shortest models with pistol grips, explaining that they can be harder to control. He then retrieved a spec sheet for a 12-gauge Mossberg Maverick 88 that he personally preferred for home protection due to the shotgun’s price, reliability, and ease of handling.

Customer Service

B

PIXEL PUSHERS

LACKLUSTER SERVICE

Charlotte. The parking lot, which offered a stunning view of the city’s skyline, was near-

The final store on my list promoted itself as “America’s largest gun shop.” Located in a strip mall, this store was hard to miss. The large exterior signage and an abundance of enormous window

➤

STORE

HOMEWORK REQUIRED of-the-art gun shop and indoor shooting range located on the outskirts of uptown

HOME RUN

A

STORE C STORE A

STORE D

decals were easily visible from the street.

From the moment I walked through the front door, this gun store seemed to live up to its tagline. If it wasn’t the largest in America, it was certainly the largest in Charlotte. Firearms, accessories, and ammunition lined the walls and filled the shelves and display cases.

I made my way to the tactical shotgun department, where I was shortly approached by a smiling salesman. He proceeded to show me several shotgun

How’d They Do?

STORE B

A Demanding Situation

on the wall that he deemed appropriate for home security—a JTS 12-gauge pump action shotgun with a pistol grip. He admitted that he knew very little about the brand and needed to do some homework.

❚

SCORING SYSTEM:

❚

SHOTBUSINESS.COM

❚

Outstanding:

Very Good:

Winner:

Average:

STORE

D

Hands down, this store provided the most attentive and knowledgeable customer service. No matter what type of gun you’re in the market for, Hyatt Guns is worth a visit.

Hyatt Guns

3332 Wilkinson Blvd.

Charlotte, NC 28208 704-394-0387 HyattGunStore.com

Fair:

JANUARY 2021

❚

Poor:

SHOT BUSINESS

❚

23

SHOT BUSINESS JA NUA R Y 2 0 2 1

Looking for trends in new product introductions for 2021 is like trying to gaze through a mud-filled crystal ball. The past year has seen a worldwide pandemic disrupt nearly every aspect of life across every level of society. In the world of firearms, retailers saw unprecedented demand for self-defense arms, so much so that some were selling high-end Benelli Super Black Eagle semi-auto shotguns for home protection because demand for standard pump-actions far outstripped supply.

Rather than a slew of new product introductions, in 2021, retailers can expect to see a focus on line extensions

What does this mean for retailers in 2021? It means some new products slated for a 2021 introduction have been delayed. That makes business sense for manufacturers, as high demand for existing products means they won’t have to endure the expense of retooling the line right now.

In addition, the unfortunate cancellation of the SHOT Show further pushed back new product introductions, as the show remains the premier venue to announce new guns.

While compiling the following new product report, SHOT Business established what is probably the most significant trend of 2021: It will be a year in which retailers

will mainly see line extensions to existing products. This is not necessarily a bad thing, as the products in question all derive from proven designs.

RIFLES ArmaLite

ArmaLite builds on the foundation it created with the introduction of the next iteration of the Semi-Automatic Sniper System. The Super SASS Gen II will be available in 7.62x51 NATO and 6.5 Creedmoor, with a stainless-steel matchgrade barrel. The 20-inch (7.62, 1:10 twist) or 22-inch (6.5 Creedmoor, 1:8 twist) barrels wear an ArmaLite Tac Brake and are surrounded by a

15-inch Gen II free-floating handguard. The ArmaLite AR-10a receiver houses a POF two-stage trigger that breaks at 4.5 pounds. The Super SASS Gen II is a full-size rifle at 43 inches overall and 11.4 pounds. (armalite.com)

CZ USA

CZ updates its popular 557 bolt-action rifle with the introduction of the 557 Eclipse.

The Eclipse retains the 557’s American-pattern stock with a strong pistol grip, a slight palm swell, and a high, flat comb.

Furnished in a black, glassreinforced polymer stock instead of wood, the Eclipse features a Soft Touch finish

that will stand up to the harshest weather conditions and the roughest treatment, while providing a non-slip grip.

This affordable bolt-gun option possesses the accuracy for which CZ is known, with a precision push-feed action and a 20.5-inch, cold-hammerforged barrel. The 557 Eclipse is available chambered for today’s most popular hunting cartridges: 308 Win., .30/06

armalite The Super SASS Gen II is available in 7.62x51 NATO and 6.5 Creedmoor. It utilizes a matchgrade barrel.

By Joseph Albanese

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SHOT BUSINESS JA NUA R Y 2 0 2 1

Looking for trends in new product introductions for 2021 is like trying to gaze through a mud-filled crystal ball. The past year has seen a worldwide pandemic disrupt nearly every aspect of life across every level of society. In the world of firearms, retailers saw unprecedented demand for self-defense arms, so much so that some were selling high-end Benelli Super Black Eagle semi-auto shotguns for home protection because demand for standard pump-actions far outstripped supply.

Rather than a slew of new product introductions, in 2021, retailers can expect to see a focus on line extensions

What does this mean for retailers in 2021? It means some new products slated for a 2021 introduction have been delayed. That makes business sense for manufacturers, as high demand for existing products means they won’t have to endure the expense of retooling the line right now.

In addition, the unfortunate cancellation of the SHOT Show further pushed back new product introductions, as the show remains the premier venue to announce new guns.

While compiling the following new product report, SHOT Business established what is probably the most significant trend of 2021: It will be a year in which retailers

will mainly see line extensions to existing products. This is not necessarily a bad thing, as the products in question all derive from proven designs.

RIFLES ArmaLite

ArmaLite builds on the foundation it created with the introduction of the next iteration of the Semi-Automatic Sniper System. The Super SASS Gen II will be available in 7.62x51 NATO and 6.5 Creedmoor, with a stainless-steel matchgrade barrel. The 20-inch (7.62, 1:10 twist) or 22-inch (6.5 Creedmoor, 1:8 twist) barrels wear an ArmaLite Tac Brake and are surrounded by a

15-inch Gen II free-floating handguard. The ArmaLite AR-10a receiver houses a POF two-stage trigger that breaks at 4.5 pounds. The Super SASS Gen II is a full-size rifle at 43 inches overall and 11.4 pounds. (armalite.com)

CZ USA

CZ updates its popular 557 bolt-action rifle with the introduction of the 557 Eclipse.

The Eclipse retains the 557’s American-pattern stock with a strong pistol grip, a slight palm swell, and a high, flat comb.

Furnished in a black, glassreinforced polymer stock instead of wood, the Eclipse features a Soft Touch finish

that will stand up to the harshest weather conditions and the roughest treatment, while providing a non-slip grip.

This affordable bolt-gun option possesses the accuracy for which CZ is known, with a precision push-feed action and a 20.5-inch, cold-hammerforged barrel. The 557 Eclipse is available chambered for today’s most popular hunting cartridges: 308 Win., .30/06

armalite The Super SASS Gen II is available in 7.62x51 NATO and 6.5 Creedmoor. It utilizes a matchgrade barrel.

By Joseph Albanese

24

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SHOT BUSINESS JA NUA R Y 2 0 2 1

racy with prescribed Nosler ammunition. SRP: $3,140. (nosler.com)

Savage

armalite The AR-19 is ArmaLite’s take on the 9mm AR-platform pistol. The new lower receiver has been designed to accommodate Glock magazines.

Sprg., and 6.5 Creedmoor.

The 6.5 Creedmoor version includes a muzzle with 5/8x24 threads for the addition of a suppressor or brake.

All models feed from a fiveround internal magazine with a hinged floorplate and come with 19mm dovetails for the rock-solid mounting of scope rings. (cz-usa.com)

MasterPiece Arms

The AR9 PCC (Pistol Caliber Carbine) is the first release from MPA’s recent productline acquisition from CK Arms. It has been specifically created for superior reliability and maximum accuracy, while still retaining the familiar handling and controls of the AR platform. Though designed by

nosler The Mountain Carbon Rifle line is now available in two new calibers: 6.5 Creedmoor and .280 Ackley Improved.

competition shooters for maximum performance, the AR9 is still capable of use in inhome personal defense and other tactical situations.

The lower receiver is compatible with 9mm Glockpattern magazines. The new 7075 billet-machined aluminum receiver accepts standard AR accessories like furniture, triggers, charging handles, buttstocks, and optics. It also incorporates an integral trigger guard and flared magwell for fast reloading.

The closed-bolt blowback operating system is soft shooting and cycles a wide variety of 9mm loads. The proprietary bolt-carrier group utilizes a heavy-duty claw extractor and plunger ejector tuned for reliable operation. Other features include an enhanced magwell for easy magazine loading, a 16-inch lightweight 416R stainless-steel barrel (1:10 twist), an anodized lowprofile handguard and buffer tube, a multi-port steel Cerakoted compensator, a machined-aluminum S2 grip,

1/2x36 TPI muzzle threads, and an adjustable buttstock.

Available in black, blue, red, and green. SRP: $1,499.99 (masterpiecearms.com)

Nosler

First introduced in 2019, the Nosler M48 Mountain Carbon Ultra Lightweight Rifle was the latest addition to Nosler’s high-performance rifle line.

Comprised of premium, lightweight components, it offers hunters supreme performance in a 6-pound platform. For 2021, Nosler has added two new chamberings: 6.5 PRC and .280 Ackley Improved.

Like the other Mountain Carbon rifles, the 6.5 PRC and .280 Ackley Improved are built with a Nosler Model 48 action attached to a 24-inch light Sendero contour, carbon-fiberwrapped, cut-rifled barrel with glass and aluminum pillar bedding in a carbon-fiber, Aramid-reinforced Mountain Hunter stock. Combined with the Timney trigger, the result is guaranteed sub-MOA accu-

Savage is giving American shooters something they aren’t used to with the introduction of the Impulse Big Game line. While outward appearances are similar to traditional bolt-actions, the Impulse utilizes a straight-pull bolt to cycle the next round.

This lessens the time needed for follow-up shots, and can often be accomplished without the shooter removing their cheek from the rifle.

Savage is calling the new system Hexlock, and it utilizes a series of ball bearings to engage recesses in the barrel extension and lock up the bolt.

A cam inside the bolt forces the six bearings into battery; pressure from the round’s combustion actually increases lock-up strength. Once the bolt

handle is moved backward, the bearings drop free and the action can easily be cycled.

Other Savage standard features are there, including the user-adjustable AccuTrigger and AccuFit stock with adjustable length of pull and comb height. The fluted, mediumcontour, threaded (5/8x24), carbon-steel barrel and aluminum receiver are coated with Hazel Green Cerakote, while the stock is covered with KUIU Verde 2.0 camo. A one-piece 20 MOA rail is machined into the receiver to make mounting optics easy. The Big Game line includes 6.5 Creedmoor, .243 Win., .308 Win., .300 WSM, .30/06 Sprg., and .300 Win. Mag. chamberings, all fed via flush-fit detachable box magazines. SRP: $1,449.

The straight-pull bolt of the Impulse Hog Hunter means you can put more of a dent in that sounder before it heads for the hills. The Hog Hunter, like the Impulse Big Game,

features Savage’s new Hexlock straight-pull bolt, operated with an easy-to-grasp, roundknob bolt handle. The aluminum receiver features a onepiece 20 MOA rail for your choice of optics, and the carbon-steel heavy barrel is finished with 5/8x24 threads for the addition of a suppressor or other muzzle device. Both are coated in a matte-black finish for weather resistance and reduced glare. The OD Green AccuStock has the AccuFit system for adjustable length of pull and comb height. Flush-fit detachable box magazines feed the rifles, and the user-adjustable AccuTrigger breaks right where you want it to. The Hog Hunter will be available in 6.5 Creedmoor, .308 Win., .30/06 Sprg., and .300 Win. Mag. SRP: $1,379.

Predator hunting often means multiple fast-moving targets, and your customers pursuing this action-filled pastime can get on critters quick-

ly with the Hexlock straightpull bolt in the new Impulse Predator. You’ll have plenty of ammo, as the AICS-pattern magazines and ambidextrous release keep it fed through the longest hunts. The mediumcontour barrel disperses heat created by high round counts and rapid shooting without being overly heavy. The threaded muzzle (5/8x24) accommodates suppressors or brakes. An overmolded AccuStock with AccuFit adjustable length of pull and comb height wears Mossy Oak Terra Gila Camo. The onepiece 20 MOA rail machined into the receiver readily accepts thermal or night-vision scopes, in addition to more traditional optics. The favorite predator-hunting calibers of .22/250 Rem., .243 Win., .308 Win., and 6.5 Creedmoor will be available on initial release.

A 10-round AICS mag is included. SRP: $1,379.

Savage teamed up with

savage the impulse predator uses AICS-

pattern magazines for improved capacity.

savage the impulse hog hunter’s hexlock

straight-pull bolt delivers faster cycling.

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SHOT BUSINESS JA NUA R Y 2 0 2 1

racy with prescribed Nosler ammunition. SRP: $3,140. (nosler.com)

Savage

armalite The AR-19 is ArmaLite’s take on the 9mm AR-platform pistol. The new lower receiver has been designed to accommodate Glock magazines.

Sprg., and 6.5 Creedmoor.

The 6.5 Creedmoor version includes a muzzle with 5/8x24 threads for the addition of a suppressor or brake.

All models feed from a fiveround internal magazine with a hinged floorplate and come with 19mm dovetails for the rock-solid mounting of scope rings. (cz-usa.com)

MasterPiece Arms

The AR9 PCC (Pistol Caliber Carbine) is the first release from MPA’s recent productline acquisition from CK Arms. It has been specifically created for superior reliability and maximum accuracy, while still retaining the familiar handling and controls of the AR platform. Though designed by

nosler The Mountain Carbon Rifle line is now available in two new calibers: 6.5 Creedmoor and .280 Ackley Improved.

competition shooters for maximum performance, the AR9 is still capable of use in inhome personal defense and other tactical situations.

The lower receiver is compatible with 9mm Glockpattern magazines. The new 7075 billet-machined aluminum receiver accepts standard AR accessories like furniture, triggers, charging handles, buttstocks, and optics. It also incorporates an integral trigger guard and flared magwell for fast reloading.

The closed-bolt blowback operating system is soft shooting and cycles a wide variety of 9mm loads. The proprietary bolt-carrier group utilizes a heavy-duty claw extractor and plunger ejector tuned for reliable operation. Other features include an enhanced magwell for easy magazine loading, a 16-inch lightweight 416R stainless-steel barrel (1:10 twist), an anodized lowprofile handguard and buffer tube, a multi-port steel Cerakoted compensator, a machined-aluminum S2 grip,

1/2x36 TPI muzzle threads, and an adjustable buttstock.

Available in black, blue, red, and green. SRP: $1,499.99 (masterpiecearms.com)

Nosler

First introduced in 2019, the Nosler M48 Mountain Carbon Ultra Lightweight Rifle was the latest addition to Nosler’s high-performance rifle line.

Comprised of premium, lightweight components, it offers hunters supreme performance in a 6-pound platform. For 2021, Nosler has added two new chamberings: 6.5 PRC and .280 Ackley Improved.

Like the other Mountain Carbon rifles, the 6.5 PRC and .280 Ackley Improved are built with a Nosler Model 48 action attached to a 24-inch light Sendero contour, carbon-fiberwrapped, cut-rifled barrel with glass and aluminum pillar bedding in a carbon-fiber, Aramid-reinforced Mountain Hunter stock. Combined with the Timney trigger, the result is guaranteed sub-MOA accu-

Savage is giving American shooters something they aren’t used to with the introduction of the Impulse Big Game line. While outward appearances are similar to traditional bolt-actions, the Impulse utilizes a straight-pull bolt to cycle the next round.

This lessens the time needed for follow-up shots, and can often be accomplished without the shooter removing their cheek from the rifle.

Savage is calling the new system Hexlock, and it utilizes a series of ball bearings to engage recesses in the barrel extension and lock up the bolt.

A cam inside the bolt forces the six bearings into battery; pressure from the round’s combustion actually increases lock-up strength. Once the bolt

handle is moved backward, the bearings drop free and the action can easily be cycled.

Other Savage standard features are there, including the user-adjustable AccuTrigger and AccuFit stock with adjustable length of pull and comb height. The fluted, mediumcontour, threaded (5/8x24), carbon-steel barrel and aluminum receiver are coated with Hazel Green Cerakote, while the stock is covered with KUIU Verde 2.0 camo. A one-piece 20 MOA rail is machined into the receiver to make mounting optics easy. The Big Game line includes 6.5 Creedmoor, .243 Win., .308 Win., .300 WSM, .30/06 Sprg., and .300 Win. Mag. chamberings, all fed via flush-fit detachable box magazines. SRP: $1,449.

The straight-pull bolt of the Impulse Hog Hunter means you can put more of a dent in that sounder before it heads for the hills. The Hog Hunter, like the Impulse Big Game,

features Savage’s new Hexlock straight-pull bolt, operated with an easy-to-grasp, roundknob bolt handle. The aluminum receiver features a onepiece 20 MOA rail for your choice of optics, and the carbon-steel heavy barrel is finished with 5/8x24 threads for the addition of a suppressor or other muzzle device. Both are coated in a matte-black finish for weather resistance and reduced glare. The OD Green AccuStock has the AccuFit system for adjustable length of pull and comb height. Flush-fit detachable box magazines feed the rifles, and the user-adjustable AccuTrigger breaks right where you want it to. The Hog Hunter will be available in 6.5 Creedmoor, .308 Win., .30/06 Sprg., and .300 Win. Mag. SRP: $1,379.

Predator hunting often means multiple fast-moving targets, and your customers pursuing this action-filled pastime can get on critters quick-

ly with the Hexlock straightpull bolt in the new Impulse Predator. You’ll have plenty of ammo, as the AICS-pattern magazines and ambidextrous release keep it fed through the longest hunts. The mediumcontour barrel disperses heat created by high round counts and rapid shooting without being overly heavy. The threaded muzzle (5/8x24) accommodates suppressors or brakes. An overmolded AccuStock with AccuFit adjustable length of pull and comb height wears Mossy Oak Terra Gila Camo. The onepiece 20 MOA rail machined into the receiver readily accepts thermal or night-vision scopes, in addition to more traditional optics. The favorite predator-hunting calibers of .22/250 Rem., .243 Win., .308 Win., and 6.5 Creedmoor will be available on initial release.

A 10-round AICS mag is included. SRP: $1,379.

Savage teamed up with

savage the impulse predator uses AICS-

pattern magazines for improved capacity.

savage the impulse hog hunter’s hexlock

straight-pull bolt delivers faster cycling.

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browning the maxus II features an oversize bolt handle and an enlarged bolt release for reliable operation in all weather conditions.

Magpul to give the 110 some custom touches. The 110 Magpul Hunter features a factory-blueprinted action with an 18-inch threaded heavy barrel, featuring 5/8x24 threads for adding a suppressor or muzzle brake. The Magpul Hunter stock features an aluminum bedding block, fully adjustable length of pull (13 to 15 inches), adjustable comb height, and enhanced ergonomics. M-LOK slots on the forend sides and bottom provide options for mounting accessories such as bipods and lights. A knurled tactical bolt handle improves handling. The drilled-andtapped receiver comes from the factory wearing a one-piece 20 MOA rail, and the barreled action is covered in a Cerakote Tungsten finish. The 110 Magpul Hunter feeds from

mossberg inter-

national silver reserve over/ unders are available in 12, 20, and 28 gauge, as well as in .410-bore.

AICS-pattern magazines, and a five-round Magpul model is included. The AccuTrigger is user-adjustable to break from 1.5 to 4 pounds. Right- and lefthand models are available in 6.5 Creedmoor and .308 Win. SRP: $1,049.

Savage built the new Timberline Rifle for long shots at high altitudes. It features a medium-profile barrel contour with straight fluting that helps keep weight down.

The barrel is cut with 5/8x24 threads to add a muzzle accessory such as a suppressor, and it comes fitted with Savage’s omni-port muzzle brake. For improved accuracy, the new rifle utilizes a blueprinted version of the classic 110 action bedded in Savage’s adjustable AccuStock, with an internal aluminum chassis and overmolded contact patches for added grip purchase. The stock wears a Realtree Excape Camo finish, and the barrel, receiver, and other critical components are covered with OD Green Cerakote. A singlestage AccuTrigger, useradjustable from 1.5 to 4

pounds, provides fire control.

A drilled-and-tapped receiver and detachable box magazine are standard. Initial chamberings include 6.5 Creedmoor, .308 Win., .300 WSM, .243 Win., 7 mm-08 Rem., 6.5 PRC, .300 Win. Mag., .30/06 Sprg., .270 Win., .280 Ackley Improved, and 7mm Rem. Mag. A left-handed version is also available. SRP: $1,165.

Proof Research provides the featherlight barrels for the 110 Ultralight Camo rifle.

Savage mated a carbonwrapped, stainless-steel barrel to a skeletonized, blueprinted, 110 receiver with a spiral-fluted bolt to produce a mountain rifle that weighs just 6 pounds.

For weather resistance and to cut down on glare, the receiver is coated in a Melonite finish. A Savage AccuStock, with its AccuFit system that includes length-of-pull shims, customizes the fit to each shooter. It also takes advantage of KUIU’s Verde 2.0 camouflage finish. The muzzle wears 5/8x24 threads and ships with a flush-fit cap. Like all 110s, the Ultralight Camo

features the user-adjustable AccuTrigger. A detachable box magazine accommodates .308 Win., 6.5 Creedmoor, 28 Nosler, 6.5 PRC, or .30/06 Sprg. SRP: $1,545.

The Rascal Minimalist features the same safe, singleshot bolt-action that made it a staple of youth shooting programs, but the new version is wrapped in a modern Minimalist laminate stock.

The new layout is available in pink/purple or teal/gray versions that retain the 11.5-inch length of pull that makes it suitable for smaller-statured shooters. Despite the small size, the downsized rifle includes a number of full-size rifle features, including Savage’s user-adjustable AccuTrigger system. The 16 1/8-inch, matte-black, carbon-steel barrel is finished with an 11-degree target crown and features 1/2x28 threads. The Rascal Minimalist includes earplugs and a firearm lock. SRP: $279.

The Rascal line also gets a new synthetic-stock model for 2021. The Rascal Red, White,

and Blue has all the same controls found in the Rascal line that make them safe, accurate, and easy to use, but now in a synthetic stock wrapped in a patriotic American Flag camo pattern. The 11.5-inch length-of-pull, which makes the Rascal ideal for younger shooters, is still present in the upgraded stock, and you can still unload the rifle without pulling the trigger. Adjustable peep sights can be found on the carbon-steel sporter barrel, and the user-adjustable AccuTrigger provides a crisp break that can be tailored to the individual. SRP: $223. (savagearms.com)

SHOTGUNS European American Armory

The Churchill 228 Field is a 28-gauge semi-auto hunting shotgun designed for smaller game and bird hunting. It features a durable synthethic stock, and is available with 26or 28-inch barrels equipped with a vented rib and front bead sight for quick target

acquisition. SRP: $419.

For younger or smallerframed hunters, the Churchill 228 Field is also available in a youth model, with a shorter 24-inch barrel and a 13-inch length of pull. Stock spacers allow for a custom fit that can be adjusted as the young hunter grows.

The 12-gauge Churchill 812 Field over/under is built on a standard checkered walnut stock and forend. The steel receiver has a matte-nickel finish, and it features a vented rib with a fiber-optic front sight, auto ejectors, and an automatic safety. It comes with three extended choke tubes. Those who want the same traditional styling, fit, and finish as the 812 Field but in a smaller gauge can opt for the 20-gauge 820 Field, the 28-gauge 828 Field, or the 836 gauge in 410bore. SRP: $861. (eeacorp.com)

Browning

Updates to the Maxus line include a host of new features and improved ergonomics. The Maxus II features a trim fore-

arm and close-radius pistol grip with rubber overmolding panels that maximize comfort and grip in all weather conditions.

Enhanced controls, including an oversized bolt handle and enlarged bolt release, offer positive operation in all conditions. You’ll also get shots off faster thanks to the Lightning trigger’s smooth, crisp feel and minimal travel.

Fit can be customized via the trimmable composite stock, with a straight-heel section that makes it easy for a gunsmith to shorten the length of pull up to ¾-inch and refit the recoil pad. A ¼- and a ½-inch stock spacer are included for length-of-pull adjustment. The 1½-inch-thick Inflex recoil pad uses directional deflection to send the comb down and away from the face, reducing felt recoil for greater shooting comfort and allowing faster, more accurate follow-up shots. The new Softflex cheek pad also soaks up recoil. Drop and cast can be tuned using the included stock-shim kit.

Other notable features include a nickel-Teflon coat-

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browning the maxus II features an oversize bolt handle and an enlarged bolt release for reliable operation in all weather conditions.

Magpul to give the 110 some custom touches. The 110 Magpul Hunter features a factory-blueprinted action with an 18-inch threaded heavy barrel, featuring 5/8x24 threads for adding a suppressor or muzzle brake. The Magpul Hunter stock features an aluminum bedding block, fully adjustable length of pull (13 to 15 inches), adjustable comb height, and enhanced ergonomics. M-LOK slots on the forend sides and bottom provide options for mounting accessories such as bipods and lights. A knurled tactical bolt handle improves handling. The drilled-andtapped receiver comes from the factory wearing a one-piece 20 MOA rail, and the barreled action is covered in a Cerakote Tungsten finish. The 110 Magpul Hunter feeds from

mossberg inter-

national silver reserve over/ unders are available in 12, 20, and 28 gauge, as well as in .410-bore.

AICS-pattern magazines, and a five-round Magpul model is included. The AccuTrigger is user-adjustable to break from 1.5 to 4 pounds. Right- and lefthand models are available in 6.5 Creedmoor and .308 Win. SRP: $1,049.

Savage built the new Timberline Rifle for long shots at high altitudes. It features a medium-profile barrel contour with straight fluting that helps keep weight down.

The barrel is cut with 5/8x24 threads to add a muzzle accessory such as a suppressor, and it comes fitted with Savage’s omni-port muzzle brake. For improved accuracy, the new rifle utilizes a blueprinted version of the classic 110 action bedded in Savage’s adjustable AccuStock, with an internal aluminum chassis and overmolded contact patches for added grip purchase. The stock wears a Realtree Excape Camo finish, and the barrel, receiver, and other critical components are covered with OD Green Cerakote. A singlestage AccuTrigger, useradjustable from 1.5 to 4

pounds, provides fire control.

A drilled-and-tapped receiver and detachable box magazine are standard. Initial chamberings include 6.5 Creedmoor, .308 Win., .300 WSM, .243 Win., 7 mm-08 Rem., 6.5 PRC, .300 Win. Mag., .30/06 Sprg., .270 Win., .280 Ackley Improved, and 7mm Rem. Mag. A left-handed version is also available. SRP: $1,165.

Proof Research provides the featherlight barrels for the 110 Ultralight Camo rifle.

Savage mated a carbonwrapped, stainless-steel barrel to a skeletonized, blueprinted, 110 receiver with a spiral-fluted bolt to produce a mountain rifle that weighs just 6 pounds.

For weather resistance and to cut down on glare, the receiver is coated in a Melonite finish. A Savage AccuStock, with its AccuFit system that includes length-of-pull shims, customizes the fit to each shooter. It also takes advantage of KUIU’s Verde 2.0 camouflage finish. The muzzle wears 5/8x24 threads and ships with a flush-fit cap. Like all 110s, the Ultralight Camo

features the user-adjustable AccuTrigger. A detachable box magazine accommodates .308 Win., 6.5 Creedmoor, 28 Nosler, 6.5 PRC, or .30/06 Sprg. SRP: $1,545.

The Rascal Minimalist features the same safe, singleshot bolt-action that made it a staple of youth shooting programs, but the new version is wrapped in a modern Minimalist laminate stock.

The new layout is available in pink/purple or teal/gray versions that retain the 11.5-inch length of pull that makes it suitable for smaller-statured shooters. Despite the small size, the downsized rifle includes a number of full-size rifle features, including Savage’s user-adjustable AccuTrigger system. The 16 1/8-inch, matte-black, carbon-steel barrel is finished with an 11-degree target crown and features 1/2x28 threads. The Rascal Minimalist includes earplugs and a firearm lock. SRP: $279.

The Rascal line also gets a new synthetic-stock model for 2021. The Rascal Red, White,

and Blue has all the same controls found in the Rascal line that make them safe, accurate, and easy to use, but now in a synthetic stock wrapped in a patriotic American Flag camo pattern. The 11.5-inch length-of-pull, which makes the Rascal ideal for younger shooters, is still present in the upgraded stock, and you can still unload the rifle without pulling the trigger. Adjustable peep sights can be found on the carbon-steel sporter barrel, and the user-adjustable AccuTrigger provides a crisp break that can be tailored to the individual. SRP: $223. (savagearms.com)

SHOTGUNS European American Armory

The Churchill 228 Field is a 28-gauge semi-auto hunting shotgun designed for smaller game and bird hunting. It features a durable synthethic stock, and is available with 26or 28-inch barrels equipped with a vented rib and front bead sight for quick target

acquisition. SRP: $419.

For younger or smallerframed hunters, the Churchill 228 Field is also available in a youth model, with a shorter 24-inch barrel and a 13-inch length of pull. Stock spacers allow for a custom fit that can be adjusted as the young hunter grows.

The 12-gauge Churchill 812 Field over/under is built on a standard checkered walnut stock and forend. The steel receiver has a matte-nickel finish, and it features a vented rib with a fiber-optic front sight, auto ejectors, and an automatic safety. It comes with three extended choke tubes. Those who want the same traditional styling, fit, and finish as the 812 Field but in a smaller gauge can opt for the 20-gauge 820 Field, the 28-gauge 828 Field, or the 836 gauge in 410bore. SRP: $861. (eeacorp.com)

Browning

Updates to the Maxus line include a host of new features and improved ergonomics. The Maxus II features a trim fore-

arm and close-radius pistol grip with rubber overmolding panels that maximize comfort and grip in all weather conditions.

Enhanced controls, including an oversized bolt handle and enlarged bolt release, offer positive operation in all conditions. You’ll also get shots off faster thanks to the Lightning trigger’s smooth, crisp feel and minimal travel.

Fit can be customized via the trimmable composite stock, with a straight-heel section that makes it easy for a gunsmith to shorten the length of pull up to ¾-inch and refit the recoil pad. A ¼- and a ½-inch stock spacer are included for length-of-pull adjustment. The 1½-inch-thick Inflex recoil pad uses directional deflection to send the comb down and away from the face, reducing felt recoil for greater shooting comfort and allowing faster, more accurate follow-up shots. The new Softflex cheek pad also soaks up recoil. Drop and cast can be tuned using the included stock-shim kit.

Other notable features include a nickel-Teflon coat-

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models have a Grade-A black walnut stock adjustable for length of pull (2 inches), cast, and comb height for the ultimate in shooting comfort.

The Super Sport model also comes with a fiber-optic front sight and an elevated vent rib.

All Gold Reserve models come with a five-choke Sport Set of extended and checkered tubes, and polished blued barrels. (mossberg.com)

block and bolt, and a machined, aircraft-grade aluminum receiver with a 3-inch chamber round out the list of notable features. Weights range from 6.5 to 6.7 pounds, depending on barrel selection.

SRP: $888.

Vertu semi-automatic shotguns use inertia to cycle the action, making for cleaner operation. To cut weight, the Vertu features a steel-alloy upper, with an aluminumalloy lower receiver. The 6.5pound 12-gauge takes shells up to 3 inches, five of which fit in the magazine tube.

Two barrel lengths are available: 26 and 28 inches. Both are fitted with SPro choke tubes, and wear a Truglo sight atop the full-length vent rib.

Laser-engraved checkering adorns the Turkish walnut stock, protected with an oiled finish. SRP: $888. (sarusa.com)

SAR USA

Savage

stevens the 320 turkey thumbhole comes in 12- and 20-gauge versions.

Both can accommodate hard-hitting three-inch shells.

ing on the bolt, bolt slide, shell carrier, bolt-release button, and cocking handle for added corrosion protection, lubricity, and easier cleaning.

Chrome treatment in the chamber and bore reduce fouling and increase durability and corrosion resistance. The patented TurnKey Magazine plug is easily removed in seconds using a standard door or car key, and the new ramped trigger guard makes loading easier. SRP: $1,529 to $1,999. (browning.com)

Mossberg

International Reserve Series over/unders are equally at home in upland fields or on clay-target ranges. Durable, reliable, and affordable, these well-appointed break-actions are loaded with performanceenhancing options and a set

sar the 12-gauge

magic line of semiautos boasts laser checkering, dual action bars, and cross-trigger safety blocks.

of refined details traditionally reserved for high-end double guns.

Silver Reserve shotguns feature shell extractors, a tangmounted safety/barrel selector, and a Mossberg logoengraved receiver available in satin silver (paired with walnut stock) or matte-blue finish (paired with a black synthetic stock). Select black walnut stocks feature handsome cut checkering on the grip and forend. Silver Reserve series shotguns are available in 12, 20, and 28 gauge and .410-bore. A 20-gauge youth model is also offered, with a reduced-LOP (13.25-inch) stock. Each ships with a five-choke field set.

International Reserve Gold Reserve series shotguns feature competition-ready shell ejectors and a polished silver or blued finish. Decorative accents include jeweling on the action and rich scroll engraving on the safety/barrel selector and action release.

Gold Reserve stocks all feature Grade-A black walnut, and every model sports a distinctive 24-karat gold inlay on the underside of the receiver.

Gold Reserve Super Sport

The new Magic line of 12-gauge shotguns from SAR USA can be had with vent-rib field or slug barrels tipped with Truglo beads. The 24-inch slug barrel and 26- and 28-inch field barrels all have lengthened forcing cones for improved grouping. Barrels are cut with a Beretta/Benelli thread pattern to allow plenty of aftermarket support, though they ship with five tubes: Cylinder, Improved Cylinder, Modified, Improved Modified, and Full.

Turkish walnut stocks are cut with laser checkering and finished with oil. Dual action bars, a cross-trigger block safety, machined solid-steel locking

Savage builds on the success of its recent foray into the world of scatterguns with the introduction of the Rene­ gauge Prairie. The 12-gauge Prairie is designed for waterfowl hunting, with a 3-inch chamber that can cycle a variety of loads, thanks to the D.R.I.V. (Dual Regulating Inline Valve) gas system. The 28-inch barrel is cut with Beretta/Benelli threads so it can utilize a wide variety of aftermarket choke tubes, and it ships with a flush-mount Improved Cylinder, Modified, and Full tubes. The ventilated rib is topped off with a red fiber-optic sight, and the stock

gets covered in TrueTimber camo. Oversize controls and a competition-ready, easy-loading port make it a cinch to keep the gun stuffed while wearing gloves. The Cerakotecoated fluted barrel and receiver provide resistance to the elements while reducing glare. Like the other guns in the line, everything from length of pull to comb height and drop at the heel can be adjusted to fit. SRP: $1,599.

Savage has set its sights on the world of 3-Gun with the introduction of the Renegauge Competition. The new shotgun is out-of-the-box ready for competition, with oversize controls and an easy-loading port. The D.R.I.V. gas system ensures excess gas vents before it drives the bolt, resulting in consistent ejection, less felt

recoil, and a lightning-fast cycle rate for dependably fast split times. The matte-black stock is adjustable for length of pull, comb height, drop, and cast, so the Competition can be custom-fit to the shooter. A 24-inch fluted barrel comes with an extended Skeet 2 Light Modified Choke (.015inch constriction), but the Beretta/Benelli threads allow for a wide variety of aftermarket options. The full-length vent rib is outfitted with a red Hi-Viz Tri-Comp Front Sight.

The black Melonite finish on the barrel is offset by the red Cerakote receiver, extended magazine tube, and extended choke for a racy look, while the included extended magazine tube bumps capacity up to 9+1. SRP: $1,959. (savagearms.com)

Stevens

Stevens takes a new approach to its venerable 320 line with the introduction of the Security Thumbhole in 12 and 20 gauge. The ergonomic thumbhole stock offers improved handling and a sturdy grip, thanks to the generous texturing applied to grip surfaces. Dual slide bars and a rotary bolt ensure the pump feeds reliably with a wide variety of ammo. An 18.5-inch barrel and a bottom-loading magazine tube with 5+1 capacity make it a solid choice for home defense. Both ghost ring sights ($305; 12 or 20 gauge) and front bead ($275; 12 or 20 gauge) versions are available.

Turkey hunters looking for an ergonomic pump gun will appreciate the 320 Turkey

cimarron the pistoleer, produced by uberti, is a beautifully detailed and authentic reproduction of an old west revolver in .45 LC.

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models have a Grade-A black walnut stock adjustable for length of pull (2 inches), cast, and comb height for the ultimate in shooting comfort.

The Super Sport model also comes with a fiber-optic front sight and an elevated vent rib.

All Gold Reserve models come with a five-choke Sport Set of extended and checkered tubes, and polished blued barrels. (mossberg.com)

block and bolt, and a machined, aircraft-grade aluminum receiver with a 3-inch chamber round out the list of notable features. Weights range from 6.5 to 6.7 pounds, depending on barrel selection.

SRP: $888.

Vertu semi-automatic shotguns use inertia to cycle the action, making for cleaner operation. To cut weight, the Vertu features a steel-alloy upper, with an aluminumalloy lower receiver. The 6.5pound 12-gauge takes shells up to 3 inches, five of which fit in the magazine tube.

Two barrel lengths are available: 26 and 28 inches. Both are fitted with SPro choke tubes, and wear a Truglo sight atop the full-length vent rib.

Laser-engraved checkering adorns the Turkish walnut stock, protected with an oiled finish. SRP: $888. (sarusa.com)

SAR USA

Savage

stevens the 320 turkey thumbhole comes in 12- and 20-gauge versions.

Both can accommodate hard-hitting three-inch shells.

ing on the bolt, bolt slide, shell carrier, bolt-release button, and cocking handle for added corrosion protection, lubricity, and easier cleaning.

Chrome treatment in the chamber and bore reduce fouling and increase durability and corrosion resistance. The patented TurnKey Magazine plug is easily removed in seconds using a standard door or car key, and the new ramped trigger guard makes loading easier. SRP: $1,529 to $1,999. (browning.com)

Mossberg

International Reserve Series over/unders are equally at home in upland fields or on clay-target ranges. Durable, reliable, and affordable, these well-appointed break-actions are loaded with performanceenhancing options and a set

sar the 12-gauge

magic line of semiautos boasts laser checkering, dual action bars, and cross-trigger safety blocks.

of refined details traditionally reserved for high-end double guns.

Silver Reserve shotguns feature shell extractors, a tangmounted safety/barrel selector, and a Mossberg logoengraved receiver available in satin silver (paired with walnut stock) or matte-blue finish (paired with a black synthetic stock). Select black walnut stocks feature handsome cut checkering on the grip and forend. Silver Reserve series shotguns are available in 12, 20, and 28 gauge and .410-bore. A 20-gauge youth model is also offered, with a reduced-LOP (13.25-inch) stock. Each ships with a five-choke field set.

International Reserve Gold Reserve series shotguns feature competition-ready shell ejectors and a polished silver or blued finish. Decorative accents include jeweling on the action and rich scroll engraving on the safety/barrel selector and action release.

Gold Reserve stocks all feature Grade-A black walnut, and every model sports a distinctive 24-karat gold inlay on the underside of the receiver.

Gold Reserve Super Sport

The new Magic line of 12-gauge shotguns from SAR USA can be had with vent-rib field or slug barrels tipped with Truglo beads. The 24-inch slug barrel and 26- and 28-inch field barrels all have lengthened forcing cones for improved grouping. Barrels are cut with a Beretta/Benelli thread pattern to allow plenty of aftermarket support, though they ship with five tubes: Cylinder, Improved Cylinder, Modified, Improved Modified, and Full.

Turkish walnut stocks are cut with laser checkering and finished with oil. Dual action bars, a cross-trigger block safety, machined solid-steel locking

Savage builds on the success of its recent foray into the world of scatterguns with the introduction of the Rene­ gauge Prairie. The 12-gauge Prairie is designed for waterfowl hunting, with a 3-inch chamber that can cycle a variety of loads, thanks to the D.R.I.V. (Dual Regulating Inline Valve) gas system. The 28-inch barrel is cut with Beretta/Benelli threads so it can utilize a wide variety of aftermarket choke tubes, and it ships with a flush-mount Improved Cylinder, Modified, and Full tubes. The ventilated rib is topped off with a red fiber-optic sight, and the stock

gets covered in TrueTimber camo. Oversize controls and a competition-ready, easy-loading port make it a cinch to keep the gun stuffed while wearing gloves. The Cerakotecoated fluted barrel and receiver provide resistance to the elements while reducing glare. Like the other guns in the line, everything from length of pull to comb height and drop at the heel can be adjusted to fit. SRP: $1,599.

Savage has set its sights on the world of 3-Gun with the introduction of the Renegauge Competition. The new shotgun is out-of-the-box ready for competition, with oversize controls and an easy-loading port. The D.R.I.V. gas system ensures excess gas vents before it drives the bolt, resulting in consistent ejection, less felt

recoil, and a lightning-fast cycle rate for dependably fast split times. The matte-black stock is adjustable for length of pull, comb height, drop, and cast, so the Competition can be custom-fit to the shooter. A 24-inch fluted barrel comes with an extended Skeet 2 Light Modified Choke (.015inch constriction), but the Beretta/Benelli threads allow for a wide variety of aftermarket options. The full-length vent rib is outfitted with a red Hi-Viz Tri-Comp Front Sight.

The black Melonite finish on the barrel is offset by the red Cerakote receiver, extended magazine tube, and extended choke for a racy look, while the included extended magazine tube bumps capacity up to 9+1. SRP: $1,959. (savagearms.com)

Stevens

Stevens takes a new approach to its venerable 320 line with the introduction of the Security Thumbhole in 12 and 20 gauge. The ergonomic thumbhole stock offers improved handling and a sturdy grip, thanks to the generous texturing applied to grip surfaces. Dual slide bars and a rotary bolt ensure the pump feeds reliably with a wide variety of ammo. An 18.5-inch barrel and a bottom-loading magazine tube with 5+1 capacity make it a solid choice for home defense. Both ghost ring sights ($305; 12 or 20 gauge) and front bead ($275; 12 or 20 gauge) versions are available.

Turkey hunters looking for an ergonomic pump gun will appreciate the 320 Turkey

cimarron the pistoleer, produced by uberti, is a beautifully detailed and authentic reproduction of an old west revolver in .45 LC.

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Thumbhole. The new turkey gun features an olive-drab thumbhole stock and forend with rugged grip textures, a drilled-and-tapped receiver, an extended Extra Full turkey choke, and adjustable fiberoptic sights. Both 12- and 20-gauge versions have a 3-inch chamber and a 22-inch matte-black, ventilated-rib barrel. A swivel stud on the stock and magazine cap make toting the 320 Turkey Thumbhole through the woods a breeze.

SRP: $323. (savagearms.com)

HANDGUNS Angstad Arms

This company put its own spin on the sub-gun with the

MDP-9 9mm pistol. Angstad says, “The patent-pending, roller-delayed action of the MDP-9 significantly reduces the weight and recoil of the gun, making it one of the softest-shooting pistol-caliber carbines on the market. At just 14 inches long and 3.6 pounds, it’s small enough to be carried comfortably on a sling or in a backpack.”

A 5.85-inch three-lug barrel with a fluted chamber is mated to a receiver that operates with AR-15-style fire controls, and loads with a non-reciprocating forward charging handle. The monolithic assembly features a continuous top Picatinny rail for optics. It also has M-LOK interfaces and QD points. The

MDP-9 utilizes commonly available Glock 9mm doublestack magazines, which can be swapped quickly thanks to lastround hold-open and an extended magazine release.

The 1913 rail on the rear supports SB Tactical’s side-folding and telescoping brace options.

Angstad will be releasing the MDP-9 later in 2021. SRP: $2,599. (angstadarms.com)

ArmaLite

The AR-19 is ArmaLite’s take on the 9mm AR-platform pistol. The manufacturer drew on its long history to build a new lower receiver designed to take Glock magazines, but in a pistol maintaining famil-

iar AR controls. The lower receiver is paired with a dedicated pistol-caliber upper, and the 8.5-inch barrel is finished with ArmaLite’s Tac Brake and shrouded in a 7-inch freefloat handguard. The entirety of the upper and handguard is fitted with a mil-spec 1913 rail for optics and accessory mounting. (armalite.com)

Cimarron

Cimarron Firearms is known for authentic replicas from America’s Old West. The Pistoleer. produced by Cimarron’s partner, Uberti, is styled on classic Old West– style revolvers but made for today’s customers.

The Pistoleer is a .45LC sixshooter with Uberti’s Fully Automatic Safety Hammer with a 4¾-inch blued barrel and receiver. The steel backstrap is nickel-plated, and the hammer and trigger guard are polished for a two-tone effect.

All the screws are also finished in a charcoal blue. The two-piece walnut grip features a Cimarron Firearms embedded coin. SRP: $518.70. (cimarron-firearms.com)

European American Armory Eaa the mc9 takes advantage of the patent-pending fast acquisition red dot optics system (far-dot) for improved accuracy.

EAA and Girsan’s new MC9 Optics pistol, the MC9 with FAR-DOT Optics, is designed to keep the electro-optic as close to the bore axis as possible. EAA’s patent-pending Fast Acquisition Red DOT optics (FAR-DOT) don’t require an adapter plate, as the optics are mounted directly to the slide.

This allows a standard iron sight to be easily co-witnessed, and provides rapid acquisition in competition or high-stress scenarios.

Two versions are available.

The standard model is aimed at the carry market, while a match version comes with lightening cuts, an enhanced magwell, and other competitive features. The striker-fired 9mm handgun ships with three interchangeable backstraps that allow a custom fit for any user. The match model has a 4.63-inch barrel and weighs in at 1.6 pounds, while the standard version has a 4.2-inch barrel and weighs slightly less at 1.4 pounds.

Both feed from a 17-round magazine. A rail allows for accessories, such as lasers or lights, to be added. SRP: $568 for the standard grade; $661 for the match model. (eaacorp.com)

Ruger Custom Shop SR1911 Competition Pistol

The Ruger Custom Shop SR1911 competition pistol in 9mm Luger features a precision-machined Koenig Shooting Sports low-mass hammer and competition sear. When combined with the custom flat-faced trigger shoe, precision-machined disconnector, and hand-tuned sear spring, you can expect a match-grade, crisp, clean break with every trigger pull.

In addition, the hand-fitted slide and frame provide a remarkably tight yet smooth action. Other features include

sar top right: k-12

sport x is a competition model. Bottom right: sar-9 opticsready is designed for both carry and competition.

a fiber-optic front sight, an adjustable rear sight, Hogue Piranha G10 grip panels, and a black Nitride and stainless two-tone slide finish. SRP: $2,499. (ruger.com)

Lite Rack LCP II

The .22 LR LCP incorporates Ruger’s Lite Rack system, which allows for easy slide manipulation. The system includes refined slide serrations, pronounced cocking ears, and a lighter recoil spring. The low recoil of the .22 allows for comfortable training sessions for new target shooters, and the patentpending floorplate assembly maximizes capacity to 10+1 and extends the grip for improved control. Barrel length is 2.75 inches; weight is a hair more than 11 ounces. It ships with one 10-round magazine. SRP: $349. (ruger.com)

American Pistol Duty

The full-size Ruger American Pistol Duty chambered in .45 Auto features a 10+1 capacity, Novak LoMount Carry threedot sights, an ambidextrous slide stop and magazine release, and a modular wraparound grip system. Barrel length is 4.5 inches, and it weighs 32.5 ounces. It ships

with two nickel-Teflon-plated steel magazines. SRP: $579. (ruger.com)

SAR USA

In 2021, this gunmaker follows up on the success of its SAR9 with a performance version that provides all the features and capabilities of the original with a slightly longer configuration aimed at IDPA and USPSA competitors. The striker-fired 9mm SAR9 Sport comes standard with a 5.2-

inch barrel, a slightly longer forged steel slide with cooling ports, and a lightweight black polymer frame. The ergonomic grip design absorbs recoil for faster follow-up shots, and it can be tailored to a variety of hand sizes using the three supplied backstraps and sideplates. Other features include a forged-steel barrel, stainless-steel frame assembly, an enhanced trigger guard, a striker-status indicator, and a magazine release that can be changed from left to right.

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Thumbhole. The new turkey gun features an olive-drab thumbhole stock and forend with rugged grip textures, a drilled-and-tapped receiver, an extended Extra Full turkey choke, and adjustable fiberoptic sights. Both 12- and 20-gauge versions have a 3-inch chamber and a 22-inch matte-black, ventilated-rib barrel. A swivel stud on the stock and magazine cap make toting the 320 Turkey Thumbhole through the woods a breeze.

SRP: $323. (savagearms.com)

HANDGUNS Angstad Arms

This company put its own spin on the sub-gun with the

MDP-9 9mm pistol. Angstad says, “The patent-pending, roller-delayed action of the MDP-9 significantly reduces the weight and recoil of the gun, making it one of the softest-shooting pistol-caliber carbines on the market. At just 14 inches long and 3.6 pounds, it’s small enough to be carried comfortably on a sling or in a backpack.”

A 5.85-inch three-lug barrel with a fluted chamber is mated to a receiver that operates with AR-15-style fire controls, and loads with a non-reciprocating forward charging handle. The monolithic assembly features a continuous top Picatinny rail for optics. It also has M-LOK interfaces and QD points. The

MDP-9 utilizes commonly available Glock 9mm doublestack magazines, which can be swapped quickly thanks to lastround hold-open and an extended magazine release.

The 1913 rail on the rear supports SB Tactical’s side-folding and telescoping brace options.

Angstad will be releasing the MDP-9 later in 2021. SRP: $2,599. (angstadarms.com)

ArmaLite

The AR-19 is ArmaLite’s take on the 9mm AR-platform pistol. The manufacturer drew on its long history to build a new lower receiver designed to take Glock magazines, but in a pistol maintaining famil-

iar AR controls. The lower receiver is paired with a dedicated pistol-caliber upper, and the 8.5-inch barrel is finished with ArmaLite’s Tac Brake and shrouded in a 7-inch freefloat handguard. The entirety of the upper and handguard is fitted with a mil-spec 1913 rail for optics and accessory mounting. (armalite.com)

Cimarron

Cimarron Firearms is known for authentic replicas from America’s Old West. The Pistoleer. produced by Cimarron’s partner, Uberti, is styled on classic Old West– style revolvers but made for today’s customers.

The Pistoleer is a .45LC sixshooter with Uberti’s Fully Automatic Safety Hammer with a 4¾-inch blued barrel and receiver. The steel backstrap is nickel-plated, and the hammer and trigger guard are polished for a two-tone effect.

All the screws are also finished in a charcoal blue. The two-piece walnut grip features a Cimarron Firearms embedded coin. SRP: $518.70. (cimarron-firearms.com)

European American Armory Eaa the mc9 takes advantage of the patent-pending fast acquisition red dot optics system (far-dot) for improved accuracy.

EAA and Girsan’s new MC9 Optics pistol, the MC9 with FAR-DOT Optics, is designed to keep the electro-optic as close to the bore axis as possible. EAA’s patent-pending Fast Acquisition Red DOT optics (FAR-DOT) don’t require an adapter plate, as the optics are mounted directly to the slide.

This allows a standard iron sight to be easily co-witnessed, and provides rapid acquisition in competition or high-stress scenarios.

Two versions are available.

The standard model is aimed at the carry market, while a match version comes with lightening cuts, an enhanced magwell, and other competitive features. The striker-fired 9mm handgun ships with three interchangeable backstraps that allow a custom fit for any user. The match model has a 4.63-inch barrel and weighs in at 1.6 pounds, while the standard version has a 4.2-inch barrel and weighs slightly less at 1.4 pounds.

Both feed from a 17-round magazine. A rail allows for accessories, such as lasers or lights, to be added. SRP: $568 for the standard grade; $661 for the match model. (eaacorp.com)

Ruger Custom Shop SR1911 Competition Pistol

The Ruger Custom Shop SR1911 competition pistol in 9mm Luger features a precision-machined Koenig Shooting Sports low-mass hammer and competition sear. When combined with the custom flat-faced trigger shoe, precision-machined disconnector, and hand-tuned sear spring, you can expect a match-grade, crisp, clean break with every trigger pull.

In addition, the hand-fitted slide and frame provide a remarkably tight yet smooth action. Other features include

sar top right: k-12

sport x is a competition model. Bottom right: sar-9 opticsready is designed for both carry and competition.

a fiber-optic front sight, an adjustable rear sight, Hogue Piranha G10 grip panels, and a black Nitride and stainless two-tone slide finish. SRP: $2,499. (ruger.com)

Lite Rack LCP II

The .22 LR LCP incorporates Ruger’s Lite Rack system, which allows for easy slide manipulation. The system includes refined slide serrations, pronounced cocking ears, and a lighter recoil spring. The low recoil of the .22 allows for comfortable training sessions for new target shooters, and the patentpending floorplate assembly maximizes capacity to 10+1 and extends the grip for improved control. Barrel length is 2.75 inches; weight is a hair more than 11 ounces. It ships with one 10-round magazine. SRP: $349. (ruger.com)

American Pistol Duty

The full-size Ruger American Pistol Duty chambered in .45 Auto features a 10+1 capacity, Novak LoMount Carry threedot sights, an ambidextrous slide stop and magazine release, and a modular wraparound grip system. Barrel length is 4.5 inches, and it weighs 32.5 ounces. It ships

with two nickel-Teflon-plated steel magazines. SRP: $579. (ruger.com)

SAR USA

In 2021, this gunmaker follows up on the success of its SAR9 with a performance version that provides all the features and capabilities of the original with a slightly longer configuration aimed at IDPA and USPSA competitors. The striker-fired 9mm SAR9 Sport comes standard with a 5.2-

inch barrel, a slightly longer forged steel slide with cooling ports, and a lightweight black polymer frame. The ergonomic grip design absorbs recoil for faster follow-up shots, and it can be tailored to a variety of hand sizes using the three supplied backstraps and sideplates. Other features include a forged-steel barrel, stainless-steel frame assembly, an enhanced trigger guard, a striker-status indicator, and a magazine release that can be changed from left to right.

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rail system capable of handling numerous accessories. It also comes optics-ready with a Picatinny rail atop the receiver and handguard. SRP: $1,999. (sarusa.com)

SIG Sauer

taylor’s the gun-

fighter defender uses a new hammer spur that allows users to quickly pick up the rear and front sights.

The SAR9 Sport takes steel magazines in 17 and 19 rounds, with a 10-round option for capacity-restricted states. SRP: $799.99.

Handgun optics is one of the fastest-growing segments of the market. To allow consumers to easily mount reddot sights on the SAR9, SAR USA is releasing an opticsready version. The SAR9 Optics-Ready is designed for both carry and competition, with a 4.5-inch, hammerforged barrel with recessed crown for improved accuracy.

The lightweight, polymerframed, striker-fired 9mm has a 20-degree grip angle and a low barrel axis-to-grip ratio to lessen muzzle climb. This results in superior control and fast second-shot recovery, making it a good host for reflex optics. Interchangeable backstraps and sideplates improve fit. The SAR9 Optics-Ready comes standard with 17- and 19-round maga-

zines, with a 10-round option for capacity-restricted states.

SRP: $799.

The new K-12 Sport X is the crown jewel of the SAR USA line, offering competition-grade performance at a price point within reach of the everyday shooter.

Designed for the Limited division of the USPSA, the allmetal, hammer-fired, singleaction semi-auto features a 4.7-inch, hammer-forged, match-grade barrel with recessed crown. The oversize, integrated flared mag well combined with a full-length steel dust cover give the needed balance for super-flat shooting and fast reloads.

With an overtravel stop in the back of the trigger and a low bore axis, recoil is directed straight back, not upward.

The 9mm K-12 Sport X features checkered stippling encompassing the grip and ergonomic trigger guard, allowing for comfortable con-

trol of the pistol. Other features are those you would expect in a race gun, including a high-rise beavertail, an extended ambidextrous manual safety, adjustable trigger, and an click-adjustable rear target sight with changeable front blade. In addition, a skeletonized hammer, precision-machined alloy-steel frame and slide, a hard white chrome finish, and front and rear slide serrations make this pistol an eye-catcher on the range. SRP: $888.

SAR USA is bringing a new 9mm AR-platform pistol to market in 2021, the SAR 109T. The 109T combines compact size, comfort, and firepower into an easy-to-handle package originally designed for close-quarter combat situations. The handy package utilizes SAR’s proven blowback design with an 8.6-inch, chrome-moly steel barrel surrounded by a free-floating handguard with a Picatinny

The Custom Works P320 AXG Scorpion features the newly developed AXG metalgrip module, precisionmachined with deep undercuts and an extended beavertail for an ergonomic, comfortable fit, and is fitted with signature Scorpion G10 grips from Hogue for complete control. Both the slide and frame are finished with a Cerakote Elite coating in FDE. It utilizes the advanced Legion lightened, skeletonized, flat-blade trigger and includes a SIG Pro Series removable optics plate with dovetail XRAY3 day/night rear sights and XRAY3 day/ night front sights. It also comes with three advanced P320 magazines, featuring witness holes for each loaded round and a high-visibility follower. Each of these limitededition P320 AXG Scorpion pistols includes a Custom Works engraved slide, and is delivered in an exclusive Negrini Custom Works case with a Custom Works challenge coin and certified custom certificate. (sigsauer.com)

Smith & Wesson

In 2021, Smith & Wesson expands its line of M&P M2.0 Compact pistols to include an

optics-ready variant, the M&P9 M2.0 Compact 4-inch OR. Building on the awardwinning M&P9 M2.0 Compact pistol series, the new models are chambered in 9mm and feature a slide cut for optics, co-witness whitedot front and rear sights, and enlarged forward slide serrations. Purpose-built for both personal and professional use, the pistols are available with or without an ambidextrous manual thumb safety.

Chambered in 9mm with a 4-inch barrel, the M&P9 M2.0 Compact OR comes standard with seven mounting plates designed to fit popular slidemounted optics, two 15-round magazines, four interchangeable palm-swell grip inserts, and more. SRP: $616. (smith-wesson.com)

Taylor’s & Company

Taylor’s & Company is introducing a snubnose version of the 1858 New Army, which it has dubbed the Ace. The compact take on the 1858 New Army wears a 3-inch octagon barrel and stretches the tape to just a little over 8 inches overall, giving the sixshooter an ideal footprint for carry. The weight is quite suitable for standard leather rigs at about 2.4 pounds.

Sighting the .44 is accomplished via a front fixed blade and a rear sight notch. Grip options include smooth or checkered walnut, or white PVC, all in a classic two-piece design. Blued steel and a brass trigger guard maintain historical accuracy. The Ace accepts

a .45 LC conversion cylinder.

Taylor’s has expanded the Gunfighter series with the introduction of a flashy sixgun featuring nickel plating, charcoal-blue screws, and the familiar, extra-long smooth walnut grip featured on Taylor’s Gunfighter models.

The new Gunfighter Nickel is available in both .357 Magnum or .45 LC, with either a 4.75- or 5.5-inch barrel. Barrel length selection takes the length to 10.35 or 11.1 inches overall, which gives the fixed front blade and a rear sight notch plenty of radius for accurate shooting.

Weights are 2.45 and 2.5 pounds, respectively. SRP: $705. A Taylor Tuned option that includes lightened hammer and trigger pull, as well as hand tuning by expert gunsmiths, will be available at an additional cost.

Competitive shooters and outdoorsmen will find the low-flat hammer spur on Taylor’s new Gunfighter Defender a welcome addition, allowing for increased accuracy and speed with the classic six-shooter. The lower profile of the hammer allows the shooter to pick up the rear sight notch and fixed front blade quicker, and the increased ergonomics let the user cycle the cylinder faster

and more comfortably. The familiar extra-long grip from others in the Gunfighter series further increases ergonomics and accuracy. The color-casehardened frame is fitted with a blued barrel and trigger guard, and wears a checkered walnut grip for rugged good looks. The Gunfighter Defender is available in the deer- and hog-stopping .357 Magnum, as well as the more traditional .45 LC. Available barrels are 4.75 or 5.5 inches, with 10.35- or 11.1-inch overall lengths and weights of 2.45 and 2.5 pounds, respectively.

SRP: $655. A hand-tuned option with a lightened hammer and trigger pull will be available for slightly more. (taylorsfiresrms.com)

Vigilance Rifles

is blocked. A controlled-feed extractor takes care of brass management, with a fixed ejector that doubles as a magazine stop.

Quick-change barrels are available in a variety of lengths, each secured with a distinctive, 2-inch, front barrel-retaining nut. Integrated fixed sights reside on the lid, as does a Picatinny rail for optics mounting. The Model 20 is built to take PROMAG magazines, in 10-, 18-, 25-, 32-, and 50-round capacities.

SRP: starts at $1,699. (vigilancerifles.com)

vigilance the 9mm model 20 is available in a variety of configurations, including pistol, carbine, and short-barrel rifle.

The Model 20 is a 9mm subgun available in a variety of configurations, including pistol, carbine, and short-barrel rifle. The action is contained in a pivoting machine-gun lid with a quick-release button; if the lid is open, the firing pin

s&w the popular

M&P M2.0 Compact will now be available in a 9mm optics-ready variant, the M&P9 M2.0 Compact OR.

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rail system capable of handling numerous accessories. It also comes optics-ready with a Picatinny rail atop the receiver and handguard. SRP: $1,999. (sarusa.com)

SIG Sauer

taylor’s the gun-

fighter defender uses a new hammer spur that allows users to quickly pick up the rear and front sights.

The SAR9 Sport takes steel magazines in 17 and 19 rounds, with a 10-round option for capacity-restricted states. SRP: $799.99.

Handgun optics is one of the fastest-growing segments of the market. To allow consumers to easily mount reddot sights on the SAR9, SAR USA is releasing an opticsready version. The SAR9 Optics-Ready is designed for both carry and competition, with a 4.5-inch, hammerforged barrel with recessed crown for improved accuracy.

The lightweight, polymerframed, striker-fired 9mm has a 20-degree grip angle and a low barrel axis-to-grip ratio to lessen muzzle climb. This results in superior control and fast second-shot recovery, making it a good host for reflex optics. Interchangeable backstraps and sideplates improve fit. The SAR9 Optics-Ready comes standard with 17- and 19-round maga-

zines, with a 10-round option for capacity-restricted states.

SRP: $799.

The new K-12 Sport X is the crown jewel of the SAR USA line, offering competition-grade performance at a price point within reach of the everyday shooter.

Designed for the Limited division of the USPSA, the allmetal, hammer-fired, singleaction semi-auto features a 4.7-inch, hammer-forged, match-grade barrel with recessed crown. The oversize, integrated flared mag well combined with a full-length steel dust cover give the needed balance for super-flat shooting and fast reloads.

With an overtravel stop in the back of the trigger and a low bore axis, recoil is directed straight back, not upward.

The 9mm K-12 Sport X features checkered stippling encompassing the grip and ergonomic trigger guard, allowing for comfortable con-

trol of the pistol. Other features are those you would expect in a race gun, including a high-rise beavertail, an extended ambidextrous manual safety, adjustable trigger, and an click-adjustable rear target sight with changeable front blade. In addition, a skeletonized hammer, precision-machined alloy-steel frame and slide, a hard white chrome finish, and front and rear slide serrations make this pistol an eye-catcher on the range. SRP: $888.

SAR USA is bringing a new 9mm AR-platform pistol to market in 2021, the SAR 109T. The 109T combines compact size, comfort, and firepower into an easy-to-handle package originally designed for close-quarter combat situations. The handy package utilizes SAR’s proven blowback design with an 8.6-inch, chrome-moly steel barrel surrounded by a free-floating handguard with a Picatinny

The Custom Works P320 AXG Scorpion features the newly developed AXG metalgrip module, precisionmachined with deep undercuts and an extended beavertail for an ergonomic, comfortable fit, and is fitted with signature Scorpion G10 grips from Hogue for complete control. Both the slide and frame are finished with a Cerakote Elite coating in FDE. It utilizes the advanced Legion lightened, skeletonized, flat-blade trigger and includes a SIG Pro Series removable optics plate with dovetail XRAY3 day/night rear sights and XRAY3 day/ night front sights. It also comes with three advanced P320 magazines, featuring witness holes for each loaded round and a high-visibility follower. Each of these limitededition P320 AXG Scorpion pistols includes a Custom Works engraved slide, and is delivered in an exclusive Negrini Custom Works case with a Custom Works challenge coin and certified custom certificate. (sigsauer.com)

Smith & Wesson

In 2021, Smith & Wesson expands its line of M&P M2.0 Compact pistols to include an

optics-ready variant, the M&P9 M2.0 Compact 4-inch OR. Building on the awardwinning M&P9 M2.0 Compact pistol series, the new models are chambered in 9mm and feature a slide cut for optics, co-witness whitedot front and rear sights, and enlarged forward slide serrations. Purpose-built for both personal and professional use, the pistols are available with or without an ambidextrous manual thumb safety.

Chambered in 9mm with a 4-inch barrel, the M&P9 M2.0 Compact OR comes standard with seven mounting plates designed to fit popular slidemounted optics, two 15-round magazines, four interchangeable palm-swell grip inserts, and more. SRP: $616. (smith-wesson.com)

Taylor’s & Company

Taylor’s & Company is introducing a snubnose version of the 1858 New Army, which it has dubbed the Ace. The compact take on the 1858 New Army wears a 3-inch octagon barrel and stretches the tape to just a little over 8 inches overall, giving the sixshooter an ideal footprint for carry. The weight is quite suitable for standard leather rigs at about 2.4 pounds.

Sighting the .44 is accomplished via a front fixed blade and a rear sight notch. Grip options include smooth or checkered walnut, or white PVC, all in a classic two-piece design. Blued steel and a brass trigger guard maintain historical accuracy. The Ace accepts

a .45 LC conversion cylinder.

Taylor’s has expanded the Gunfighter series with the introduction of a flashy sixgun featuring nickel plating, charcoal-blue screws, and the familiar, extra-long smooth walnut grip featured on Taylor’s Gunfighter models.

The new Gunfighter Nickel is available in both .357 Magnum or .45 LC, with either a 4.75- or 5.5-inch barrel. Barrel length selection takes the length to 10.35 or 11.1 inches overall, which gives the fixed front blade and a rear sight notch plenty of radius for accurate shooting.

Weights are 2.45 and 2.5 pounds, respectively. SRP: $705. A Taylor Tuned option that includes lightened hammer and trigger pull, as well as hand tuning by expert gunsmiths, will be available at an additional cost.

Competitive shooters and outdoorsmen will find the low-flat hammer spur on Taylor’s new Gunfighter Defender a welcome addition, allowing for increased accuracy and speed with the classic six-shooter. The lower profile of the hammer allows the shooter to pick up the rear sight notch and fixed front blade quicker, and the increased ergonomics let the user cycle the cylinder faster

and more comfortably. The familiar extra-long grip from others in the Gunfighter series further increases ergonomics and accuracy. The color-casehardened frame is fitted with a blued barrel and trigger guard, and wears a checkered walnut grip for rugged good looks. The Gunfighter Defender is available in the deer- and hog-stopping .357 Magnum, as well as the more traditional .45 LC. Available barrels are 4.75 or 5.5 inches, with 10.35- or 11.1-inch overall lengths and weights of 2.45 and 2.5 pounds, respectively.

SRP: $655. A hand-tuned option with a lightened hammer and trigger pull will be available for slightly more. (taylorsfiresrms.com)

Vigilance Rifles

is blocked. A controlled-feed extractor takes care of brass management, with a fixed ejector that doubles as a magazine stop.

Quick-change barrels are available in a variety of lengths, each secured with a distinctive, 2-inch, front barrel-retaining nut. Integrated fixed sights reside on the lid, as does a Picatinny rail for optics mounting. The Model 20 is built to take PROMAG magazines, in 10-, 18-, 25-, 32-, and 50-round capacities.

SRP: starts at $1,699. (vigilancerifles.com)

vigilance the 9mm model 20 is available in a variety of configurations, including pistol, carbine, and short-barrel rifle.

The Model 20 is a 9mm subgun available in a variety of configurations, including pistol, carbine, and short-barrel rifle. The action is contained in a pivoting machine-gun lid with a quick-release button; if the lid is open, the firing pin

s&w the popular

M&P M2.0 Compact will now be available in a 9mm optics-ready variant, the M&P9 M2.0 Compact OR.

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BUSINESS

Your biggest customer demographic is still the Baby Boomer. Are you meeting their changing needs?

By Mike Keleher

Recently, sub-compact 9mms like this Ruger (also in .380) have nibbled at the .380’s market share.

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Baby Boomers had a long reign as the dominant generation, and the sheer size of this demographic dictated product development and advertising trends for decades. But, recently, their numbers were surpassed by the Millennials (a.k.a. Generation Y), who have demonstrated remarkably differ­ ent tastes in products and responses to marketing strategies. Though Baby Boomers have been displaced in num­ bers, don’t dismiss them. Millennials have nowhere near the disposable income of their elders.

Right now, there are more than 70 million Baby Boomers between the ages of 56 and 74. That is a huge number of potential target shooters and firearm owners who have the means to enjoy the shooting sports.

But this group comes with a catch: In many cases, they are not as physically strong as they once were, and most need reading glasses (bifocals or tri­ focals). They may have had injuries, surgeries, and arthritis in their shoul­ ders, arms, or hands, and now find it difficult to manipulate semi-automatic pistols. These conditions require a retailer to adjust both the sales pitch and the store’s inventory.

Older pistol shooters very often notice they can still see targets clearly but can no longer achieve a good sight picture because both the front and rear sights are blurry. Squinting does not make it better. A variety of inven­ tions have been offered to compensate for this condition, such as brightly col­ ored, larger, high-visibility sights. But the easiest, and perhaps most innova­ tive, solution to combat this condition are the shooting glasses marketed by SSP Eyewear, which put a reader lens at the top of the safety glasses rather than at the bottom as you’d find in bifocal lenses.

For someone who wears reading glasses, slipping on a pair of SSP topfocal-lens glasses can instantly bring clarity back to the front and rear sights. The SSP glasses can be ordered in exact eye-strength powers

PHOTO BY WAYNE VAN ZWOLL

PAGE

from 1.0 to 3.0, and even mixed and matched to each eye for an optically correct magnification and the clear­ est sight picture. These top-focal glasses can be obtained in clear, yel­ low, amber, and smoked tints. And though most firearm retailers don’t stock these glasses, you can offer your older customers a valuable ser­ vice by telling them about them.

Another compensating visual device is, of course, the proliferation of pistol-mounted, micro-sized reddot sights. Using the “both eyes open” technique allows users to superimpose a floating red dot on the target. It does not require the same amount of focus needed to see iron sights. Sights from C-More Systems, SIG Sauer, Vortex, Hi-Lux, Holosun, Riton, and others are rapidly overtak­ ing a similar market for firearmmounted small lasers. You would do well to stock a variety of these across the price points.

The gun-buying public has also shown a distinct interest in obtaining smaller guns for self-defense and gen­ eral target shooting. Recently, retail­ ers have sold a lot of .380 ACP pistols to older buyers who didn’t want the larger frame sizes and recoil of the 9mm Parabellum cartridge. The 9-ounce Ruger LCP is an excellent example of this trend. But some models are so small that they are dif­ ficult to shoot, and if the shooting experience is difficult or unpleasant, you will have an unhappy customer.

We’re seeing a trend away from the .380 ACP, those short-lived favorites now replaced with micro-compact firearms chambered in 9mm. Popular examples here include the Glock 43 and SIG Sauer P365. This class of handgun does not produce the unpleasant recoil that can bother an older user.

Another industry trend involves reducing the amount of hand strength required to manipulate a semi-auto slide. Smith & Wesson markets its Shield EZ as an easy-to-cycle micro

JANUARY

PAGE

2021

37

The SIG Sauer P365 in 9mm (above) does not produce unpleasant recoil.

S&W’s Shield ez (right) is an easy-tocycle 9mm pistol. Both models appeal to older customers.

9mm pistol. Ruger added a Lite Rack option to its LCPII 9mm pistol, and SCCY has a built-in Roebuck QuadLock option in its economically priced pistols that makes the slides easier to rack.

Walther has created an intention­ ally soft-shooting .380 in its new CCP M2. Instead of putting the car­ tridge into a tiny frame, it built this .380 in a gun the same size as its 9mm compact pistol. Coupled with an ergonomically designed grip, an easier-to-rack slide, and a Soft Coil Gas System, the Walther CCP M2 may be the softest-shooting .380 ever built.

In a nontraditional offering, Ruger earlier this year introduced the Model 57 pistol in 5.7x28mm. The tiny but fast 5.7mm cartridge offers almost no recoil and is fun to shoot.

Revolvers have also been reimag­

ined in softer-recoiling models.

Charter Arms is now offering new .32 H+R Magnum, .327 Magnum, and even .380 ACP Pitbull revolvers.

Some of these easy-to-load and easy-to-shoot options may be quite appealing to your older clientele. In addition, by exposing them to lowerrecoil options, you can help them continue to enjoy the shooting sports—and that will keep them com­ ing back to you.

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36

BUSINESS

Your biggest customer demographic is still the Baby Boomer. Are you meeting their changing needs?

By Mike Keleher

Recently, sub-compact 9mms like this Ruger (also in .380) have nibbled at the .380’s market share.

❚

SHOTBUSINESS.COM

❚

Baby Boomers had a long reign as the dominant generation, and the sheer size of this demographic dictated product development and advertising trends for decades. But, recently, their numbers were surpassed by the Millennials (a.k.a. Generation Y), who have demonstrated remarkably differ­ ent tastes in products and responses to marketing strategies. Though Baby Boomers have been displaced in num­ bers, don’t dismiss them. Millennials have nowhere near the disposable income of their elders.

Right now, there are more than 70 million Baby Boomers between the ages of 56 and 74. That is a huge number of potential target shooters and firearm owners who have the means to enjoy the shooting sports.

But this group comes with a catch: In many cases, they are not as physically strong as they once were, and most need reading glasses (bifocals or tri­ focals). They may have had injuries, surgeries, and arthritis in their shoul­ ders, arms, or hands, and now find it difficult to manipulate semi-automatic pistols. These conditions require a retailer to adjust both the sales pitch and the store’s inventory.

Older pistol shooters very often notice they can still see targets clearly but can no longer achieve a good sight picture because both the front and rear sights are blurry. Squinting does not make it better. A variety of inven­ tions have been offered to compensate for this condition, such as brightly col­ ored, larger, high-visibility sights. But the easiest, and perhaps most innova­ tive, solution to combat this condition are the shooting glasses marketed by SSP Eyewear, which put a reader lens at the top of the safety glasses rather than at the bottom as you’d find in bifocal lenses.

For someone who wears reading glasses, slipping on a pair of SSP topfocal-lens glasses can instantly bring clarity back to the front and rear sights. The SSP glasses can be ordered in exact eye-strength powers

PHOTO BY WAYNE VAN ZWOLL

PAGE

from 1.0 to 3.0, and even mixed and matched to each eye for an optically correct magnification and the clear­ est sight picture. These top-focal glasses can be obtained in clear, yel­ low, amber, and smoked tints. And though most firearm retailers don’t stock these glasses, you can offer your older customers a valuable ser­ vice by telling them about them.

Another compensating visual device is, of course, the proliferation of pistol-mounted, micro-sized reddot sights. Using the “both eyes open” technique allows users to superimpose a floating red dot on the target. It does not require the same amount of focus needed to see iron sights. Sights from C-More Systems, SIG Sauer, Vortex, Hi-Lux, Holosun, Riton, and others are rapidly overtak­ ing a similar market for firearmmounted small lasers. You would do well to stock a variety of these across the price points.

The gun-buying public has also shown a distinct interest in obtaining smaller guns for self-defense and gen­ eral target shooting. Recently, retail­ ers have sold a lot of .380 ACP pistols to older buyers who didn’t want the larger frame sizes and recoil of the 9mm Parabellum cartridge. The 9-ounce Ruger LCP is an excellent example of this trend. But some models are so small that they are dif­ ficult to shoot, and if the shooting experience is difficult or unpleasant, you will have an unhappy customer.

We’re seeing a trend away from the .380 ACP, those short-lived favorites now replaced with micro-compact firearms chambered in 9mm. Popular examples here include the Glock 43 and SIG Sauer P365. This class of handgun does not produce the unpleasant recoil that can bother an older user.

Another industry trend involves reducing the amount of hand strength required to manipulate a semi-auto slide. Smith & Wesson markets its Shield EZ as an easy-to-cycle micro

JANUARY

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2021

37

The SIG Sauer P365 in 9mm (above) does not produce unpleasant recoil.

S&W’s Shield ez (right) is an easy-tocycle 9mm pistol. Both models appeal to older customers.

9mm pistol. Ruger added a Lite Rack option to its LCPII 9mm pistol, and SCCY has a built-in Roebuck QuadLock option in its economically priced pistols that makes the slides easier to rack.

Walther has created an intention­ ally soft-shooting .380 in its new CCP M2. Instead of putting the car­ tridge into a tiny frame, it built this .380 in a gun the same size as its 9mm compact pistol. Coupled with an ergonomically designed grip, an easier-to-rack slide, and a Soft Coil Gas System, the Walther CCP M2 may be the softest-shooting .380 ever built.

In a nontraditional offering, Ruger earlier this year introduced the Model 57 pistol in 5.7x28mm. The tiny but fast 5.7mm cartridge offers almost no recoil and is fun to shoot.

Revolvers have also been reimag­

ined in softer-recoiling models.

Charter Arms is now offering new .32 H+R Magnum, .327 Magnum, and even .380 ACP Pitbull revolvers.

Some of these easy-to-load and easy-to-shoot options may be quite appealing to your older clientele. In addition, by exposing them to lowerrecoil options, you can help them continue to enjoy the shooting sports—and that will keep them com­ ing back to you.

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WORDS TO THE WISE FROM A SEMINAR EXPERT

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BY TOM CLAYCOMB III

PHOTOS BY THE AUTHOR

HOW TO HOLD AN IN-STORE PRODUCT

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WORDS TO THE WISE FROM A SEMINAR EXPERT

|

BY TOM CLAYCOMB III

PHOTOS BY THE AUTHOR

HOW TO HOLD AN IN-STORE PRODUCT

38

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SHOT BUSINESS

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JANUARY 2021

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I’VE

yet to meet the retailer who wasn’t interested in cleaning out their shelves. But it doesn’t happen all by itself.

You’ve got to give a customer a reason to buy, and one of the best ways to do this is to hold product seminars in your store. I know this because I conduct 50 to 60 such seminars a year from Texas to Alaska. I do these at retail outlets as well as trade shows and conventions, such as SHOT Show, Dallas Safari Club, and Safari Club International.

Over the years, I’ve learned a few truths about what separates seminars that work from those that fail. Here are some tips to help ensure a successful seminar in your store.

ACCESSORIES ARE GOLD Although we all like to sell

big-ticket items such as guns or scopes, what if you were able to regularly empty your shelves of accessories?

Wouldn’t that also qualify as a home run? Ammo, shooting bags, shooting benches, guncleaning supplies, triggers, gun stocks, targets—the list goes on and on. Correctly done, in-store selling seminars work wonders here.

PICKING THE PRESENTER The person you pick to con-

duct the seminar holds the keys to the castle. I learned that in 2006, while conducting a series of seminars at the Spring Classic Event at the opening of the new Bass Pro Shops in Denver. I told event coordinator Bob Hix before my knife-sharpening seminar that if he got the attendees, I would sell a lot of Smith’s fine-diamond 6-inch stones.

How did I know I could move this product? Because I

40

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SHOT BUSINESS

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JANUARY 2021

Make sure the product in question is readily accessible to seminar attendees.

believed in it, and I knew I could impart that belief to the audience.

Hix had me set up on the showroom floor, and from there I conducted a series of 15-minute seminars. I would demonstrate the product and then field questions. Fifteen minutes later, another seminar. You get the idea.

Within a few hours, I’d sold all of the stones on the shelves. I had the department manager go in back and bring out more. Within a few more hours, I’d sold all of those. I found Hix and told him I needed more stones. He said he’d go to the stockroom and get more. He came back wide-eyed and told me they were sold out.

After that event, I thought about the success of the seminar. I’m convinced that if I had not shown the attendees exactly how to use that product, we would not have been able to sell a single one.

Seeing really is believing. My

the author conducting a product seminar at a bass pro shops that featured smith sharpening stones.

enthusiasm and obvious belief in the efficacy of that product were also major contributing factors.

Such belief cannot be faked. The person you choose to hold a seminar in your store has to believe in the product. They also have to know the product. When you combine the two, sales will flow as naturally as water over a dam.

You may have an employee who can do this for you. If so, pay them well. You may also receive an offer of assistance from a supplier. Unfortunately, not all such product reps are rock stars. How do you grade them? Look for these results: Did they sell much gear? Did the crowd interact with them? Did attendees hang around after the seminar to talk to the instructor?

TIMING IS EVERYTHING Recently, I sold a couple of

camping items on eBay. One

customer was a woman who had promised to take her son camping. They were leaving in three hours.

Do people really wait until the last minute like that to prepare? Sadly, yes. So, don’t hold a snowshoeing seminar in August. Instead, hold a “Tuning Up Your Skills for Dove Season” two weeks before the opener, and demo new shotguns, chokes, vests, sunglasses, and shells. The obverse is also worth noting: Don’t schedule a waterfowl seminar the weekend of the season opener.

ing an elk hunting seminar, then put me by the calls and elk decoys. Customers in that area are already interested in that particular gear. It’s also a great way to lure in late arrivals.

AI always FULL TABLErequest that the

retailer makes sure that the demo table is stocked with the gear we hope to move at the seminar. Early on, I simply pointed people in the direction where this or that item could be found. But people are easily sidetracked, and I noticed that about halfway to the item in question, they would wander off into another department. I learned that I can sell more gear if I have a stockpile on my demo table and personally hand it to them.

LOCATION, LOCATION, LOCATION Some retailers have meeting

rooms where they conduct concealed-carry classes or personal-defense courses. I like to set up in an official meeting room, but truth be told, from a retailer’s point of view, it’s better to set me up on the showroom floor.

For instance, if I’m conduct-

❚

SHOTBUSINESS.COM

DRAWING IN NEW CUSTOMERS The past year has seen a huge ❚

❚

SHOTBUSINESS.COM

❚

increase in the number of new gun owners, some of whom will express an interest in target shooting and hunting. They are your future, so you ought to be investing a small portion of your profits into keeping them in the fold.

That said, here’s a thought.

I conduct “Small-Game Hunting With Airguns” seminars at the SCI convention.

They’re geared toward getting kids and grandkids into hunting and target shooting.

Airguns are a perfect avenue to achieve this because they don’t kick or have a loud report, and in many states there are no age restrictions on who can use them.

Airguns are a great way to teach young shooters target acquisition, trigger control, and safe gun handling. Plus, they are a lot of fun to use to shoot reactive targets such as spinners and varmints. Many manufacturers also offer airgun replicas of famous centerfire models.

Your in-store airgun seminar can show customers the products and accessories that are available. What grandparent isn’t going to buy their grandson or granddaughter an airgun if it means getting them into shooting and being able to spend some time together? A well-run seminar here not only moves the airgun off your shelf, but it also helps you recruit a new customer as well.

EMPLOYEE EDUCATION One longstanding consumer

complaint: sales associates who don’t really know the product. Like any other consumer, I like it when I go in a store and encounter a knowledgeable salesperson. Don’t you? Your staff should ask a customer what goal they want to accomplish, and then tell them which product works best to achieve that goal. This only works if the employee knows the product

in question. In-store product seminars can also serve as inexpensive forms of employee education.

GETIf youTHE don’t WORDadvertise, OUT don’t

expect results. Whether you use print ads, mobile ads, text messaging, or email blasts, you need to let prospective attendees know the subject of the seminar and the date(s) and time(s) it will be held.

PARTING ADVICE I believe that 75 percent of

the people who come into your store on a Saturday have a set amount of money to spend. If you don’t have anything that catches their eye, then they’ll go to Starbucks, the mall, or somewhere else.

We don’t want that. We want them to spend that money in your store. Well-taught seminars can make that happen.

JANUARY 2021

❚

SHOT BUSINESS

❚

41

I’VE

yet to meet the retailer who wasn’t interested in cleaning out their shelves. But it doesn’t happen all by itself.

You’ve got to give a customer a reason to buy, and one of the best ways to do this is to hold product seminars in your store. I know this because I conduct 50 to 60 such seminars a year from Texas to Alaska. I do these at retail outlets as well as trade shows and conventions, such as SHOT Show, Dallas Safari Club, and Safari Club International.

Over the years, I’ve learned a few truths about what separates seminars that work from those that fail. Here are some tips to help ensure a successful seminar in your store.

ACCESSORIES ARE GOLD Although we all like to sell

big-ticket items such as guns or scopes, what if you were able to regularly empty your shelves of accessories?

Wouldn’t that also qualify as a home run? Ammo, shooting bags, shooting benches, guncleaning supplies, triggers, gun stocks, targets—the list goes on and on. Correctly done, in-store selling seminars work wonders here.

PICKING THE PRESENTER The person you pick to con-

duct the seminar holds the keys to the castle. I learned that in 2006, while conducting a series of seminars at the Spring Classic Event at the opening of the new Bass Pro Shops in Denver. I told event coordinator Bob Hix before my knife-sharpening seminar that if he got the attendees, I would sell a lot of Smith’s fine-diamond 6-inch stones.

How did I know I could move this product? Because I

40

❚

SHOT BUSINESS

❚

JANUARY 2021

Make sure the product in question is readily accessible to seminar attendees.

believed in it, and I knew I could impart that belief to the audience.

Hix had me set up on the showroom floor, and from there I conducted a series of 15-minute seminars. I would demonstrate the product and then field questions. Fifteen minutes later, another seminar. You get the idea.

Within a few hours, I’d sold all of the stones on the shelves. I had the department manager go in back and bring out more. Within a few more hours, I’d sold all of those. I found Hix and told him I needed more stones. He said he’d go to the stockroom and get more. He came back wide-eyed and told me they were sold out.

After that event, I thought about the success of the seminar. I’m convinced that if I had not shown the attendees exactly how to use that product, we would not have been able to sell a single one.

Seeing really is believing. My

the author conducting a product seminar at a bass pro shops that featured smith sharpening stones.

enthusiasm and obvious belief in the efficacy of that product were also major contributing factors.

Such belief cannot be faked. The person you choose to hold a seminar in your store has to believe in the product. They also have to know the product. When you combine the two, sales will flow as naturally as water over a dam.

You may have an employee who can do this for you. If so, pay them well. You may also receive an offer of assistance from a supplier. Unfortunately, not all such product reps are rock stars. How do you grade them? Look for these results: Did they sell much gear? Did the crowd interact with them? Did attendees hang around after the seminar to talk to the instructor?

TIMING IS EVERYTHING Recently, I sold a couple of

camping items on eBay. One

customer was a woman who had promised to take her son camping. They were leaving in three hours.

Do people really wait until the last minute like that to prepare? Sadly, yes. So, don’t hold a snowshoeing seminar in August. Instead, hold a “Tuning Up Your Skills for Dove Season” two weeks before the opener, and demo new shotguns, chokes, vests, sunglasses, and shells. The obverse is also worth noting: Don’t schedule a waterfowl seminar the weekend of the season opener.

ing an elk hunting seminar, then put me by the calls and elk decoys. Customers in that area are already interested in that particular gear. It’s also a great way to lure in late arrivals.

AI always FULL TABLErequest that the

retailer makes sure that the demo table is stocked with the gear we hope to move at the seminar. Early on, I simply pointed people in the direction where this or that item could be found. But people are easily sidetracked, and I noticed that about halfway to the item in question, they would wander off into another department. I learned that I can sell more gear if I have a stockpile on my demo table and personally hand it to them.

LOCATION, LOCATION, LOCATION Some retailers have meeting

rooms where they conduct concealed-carry classes or personal-defense courses. I like to set up in an official meeting room, but truth be told, from a retailer’s point of view, it’s better to set me up on the showroom floor.

For instance, if I’m conduct-

❚

SHOTBUSINESS.COM

DRAWING IN NEW CUSTOMERS The past year has seen a huge ❚

❚

SHOTBUSINESS.COM

❚

increase in the number of new gun owners, some of whom will express an interest in target shooting and hunting. They are your future, so you ought to be investing a small portion of your profits into keeping them in the fold.

That said, here’s a thought.

I conduct “Small-Game Hunting With Airguns” seminars at the SCI convention.

They’re geared toward getting kids and grandkids into hunting and target shooting.

Airguns are a perfect avenue to achieve this because they don’t kick or have a loud report, and in many states there are no age restrictions on who can use them.

Airguns are a great way to teach young shooters target acquisition, trigger control, and safe gun handling. Plus, they are a lot of fun to use to shoot reactive targets such as spinners and varmints. Many manufacturers also offer airgun replicas of famous centerfire models.

Your in-store airgun seminar can show customers the products and accessories that are available. What grandparent isn’t going to buy their grandson or granddaughter an airgun if it means getting them into shooting and being able to spend some time together? A well-run seminar here not only moves the airgun off your shelf, but it also helps you recruit a new customer as well.

EMPLOYEE EDUCATION One longstanding consumer

complaint: sales associates who don’t really know the product. Like any other consumer, I like it when I go in a store and encounter a knowledgeable salesperson. Don’t you? Your staff should ask a customer what goal they want to accomplish, and then tell them which product works best to achieve that goal. This only works if the employee knows the product

in question. In-store product seminars can also serve as inexpensive forms of employee education.

GETIf youTHE don’t WORDadvertise, OUT don’t

expect results. Whether you use print ads, mobile ads, text messaging, or email blasts, you need to let prospective attendees know the subject of the seminar and the date(s) and time(s) it will be held.

PARTING ADVICE I believe that 75 percent of

the people who come into your store on a Saturday have a set amount of money to spend. If you don’t have anything that catches their eye, then they’ll go to Starbucks, the mall, or somewhere else.

We don’t want that. We want them to spend that money in your store. Well-taught seminars can make that happen.

JANUARY 2021

❚

SHOT BUSINESS

❚

41

by peter b . mathiesen

W H AT ’ S S E L L I N G W H E R E

Ordnance, for the WA Palmer CO Goods Seabeck Woods, Durango Located on Washington’s Olympic Peninsula, this new retailer fits a gunsmith, gun manufacturing site, and retail space under one roof in just 1,100 square feet.

Because of the civil unrest across the sound in Seattle, this shop has been busy. “We are turning almost everything that comes in the shop, sometimes the same day,” said coowner Mike Palmer.

Handguns that have moved best are Smith & Wesson Shields, SIG Sauer P210s, and the occasional Glock 19. Hunting season is winding down. The big movers have been Thompson Center Compass IIs and Savage 110 Elite Precisions in 6.5 Creedmoor.

Located on State Highway 160550, this general hunting store carries archery, soft goods, firearms, and reloading supplies.

Christensen Arms and Tikkas in 6.5 Creedmoor sold very well throughout the hunting season.

“With a strong big-game season, we are very pleased. People are in the woods, and we just have to spend a little time more sourcing product,” said owner Jane Gustafsen.

MSRs are moving daily; the top seller is the Smith &Wesson M&P15 Sport II. As for handguns, the big movers were SIG P365s and P320s and Glock 19s. Smith Shields are also available and selling well.

Sportsman, OR The Florence

Trading PA Juniata Post, Everett

Gun, NE Nebraska Lincoln

FireMN Saginaw arms, Saginaw

Inc., ND Outdoorsman Fargo

Shooters Coin & Gun, Shooters, KY Paducah NC Hyatt TXSharp Supply, Paducah Charlotte Lubbock

Located in an 1890s-era blue barn, this metro Lincoln gun shop keeps 250 firearms in stock. It sell a mix of used and new traditional hunting and defensive firearms.

Deer season had bolt-action rifles moving. The Savage Axis and Ruger American in 6.5 Creedmoor and .30/06 attracted the most attention.

That’s the good news. The bad news is the store’s inventory has been cut in half. “Like many small shops, I take what I can get from my distributors on allocations,” said owner Jeff McIntyre. “Overall, it’s been pretty lean.”

Strong handgun sellers include SIG P365s and Glock 43s.

46

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JANUARY 2021

This independent retailer normally keeps more than 300 guns in stock, and has a seasonal outdoor shooting range.

Ammo shortages and low inventory have hit this store hard after exceptionally high demand nearly emptied the shelves in the early months of the pandemic. “While our sales have been high, our ability to restock has been challenging. It’s frustrating for a small shop like ours,” said president Frank Le Fevre.

The store has concentrated on looking for used guns, and continues some training classes based on state mandates for concealed-­ carry and self-defense training.

Located in a small town on the central Pacific coast, this family-run hunting and fishing store stocks about 100 firearms. It specializes in home protection, hunting firearms, accessories, and ATVs. Smith Shields, Springfield Hellcats, and SIG P320s are staying in stock and turning quickly.

“Our customers are small-town locals, and our sales are rarely driven by the political environment,” said owner Bill Pinkey.

In the MSR arena, M&P15 Sport IIs and Springfield Saints are getting the most attention. In the boltaction department, Browning X-Bolts dominate. Ammo has been is difficult to acquire.

Located in central Pennsylvania, this full-line sporting goods store stocks fishing tackle, clothing, and accessories, in addition to an average of 500 firearms and reloading supplies.

Pistol demand is steady. “Almost every hour of the day, we are 10-deep with customers at the counter,” said counter salesman Chris Cogan.

The store’s ammunition inventories are now down to rare calibers and expensive, top-of-the-line products. “Ammo shortages have found their way even into deer cartridges and rimfire,” Cogan said. He also noted that his powder inventory has been cleaned out.

Established in 1980, this store keeps an average of three employees busy. They sell a variety of general home-defense products, rifles, and handguns.

Amidst persistent demand, MSR inventories have been improving.

“It’s been great that companies like Smith and Springfield have kept us in good shape,” said countersalesman Tony Bourn.

He has seen a near equal split in sales between Sporter IIs and Saints. The store has also moved a few Colts and APFs. Though handguns sales have slowed since the spring rush, they remain vibrant. Springfield XDSs, Colt 1911s, and Smith Shields hold the high slots.

❚

SHOTBUSINESS.COM

This 11,000-square-foot facility includes an indoor archery range and outdoor rifle and pistol ranges.

Since the pandemic started, this independent has had little time to even answer the phone. “While the end of the election has upped the ante, the traffic has just been nonstop. We are committed to answering the phone and taking care of our customers,” said manager Clint McCutcheon.

ATI pump shotguns and a few Stoegers are on the rack. Benelli Super Black Eagle IIs, Browning A5s, and Winchester Super X3s are doing seasonally well. MSRs are moving in high numbers, with an even mix of Smith M&Ps and Colts.

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SHOTBUSINESS.COM

❚

Blue Trail Range CT Gun Store, Wallingford

In existence since 1945, this family gun shop and range keeps 800 guns in stock and has more than 120 covered outdoor shooting stations.

The retailer continues to see a steady stream of customers.

“Traffic is strong, to say the least.

That said, we can get some hardto-get inventory, and we are holding our own,” said manager Mark Slone.

Glock 48s and 17s are in stock, and Smith Shields are available and turning daily. Handgun ammo stocks are poor. Mossberg Patriots, Ruger Americans, and Savages are all doing better than they did last season. Traditional rifle calibers are in better than expected supply.

With more than 12,000 square feet of retail space, this store keeps an average of 7,000 firearms in inventory, and has a staff of more than 20 employees.

Although demand hasn’t slowed, there are inventory bright spots for this retailer. “There are a few companies that have really come through for us, most notably Smith, SIG, and Springfield,” said owner Larry Hyatt. “As for ammo, Winchester and Vista Outdoor [Federal, CCI, Speer] have treated us well. As a result, we are doing remarkably well meeting the needs of many of our customers.” The top available handguns include M&P Shields, SIG P320s, and Springfield XD9s.

J.T. Reid’s Cigar ME and Gun Shop, Auburn

Located on Main Street in downtown Auburn, this smalltown firearm store stocks more than 200 handguns and rifles, along with a substantial selection of cigars and a mix of homedefense and hunting firearms.

Demand for bolt-action rifles was flat through deer season. That was balanced by high demand for MRSs. The store has better than expected inventories of Sport IIs, Windhams, and Colts.

“Overall, our inventory for MSRs and handguns is improving even with non-stop demand. While we don’t have the selection we would like, we have plenty to sell,” said owner John Reid.

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

Post-election numbers have remained steady at this retailer.

“While COVID has definitely affected us all, we have seen a great number of new shooters purchase guns in our store. We have an obligation as an industry to use this time to educate and welcome these new shooters to our ranks,” said manager Israel Musquiz.

Handgun turns are strong. SIG P320s and Glock 19s hold the top positions.

JANUARY 2021

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SHOT BUSINESS

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47

by peter b . mathiesen

W H AT ’ S S E L L I N G W H E R E

Ordnance, for the WA Palmer CO Goods Seabeck Woods, Durango Located on Washington’s Olympic Peninsula, this new retailer fits a gunsmith, gun manufacturing site, and retail space under one roof in just 1,100 square feet.

Because of the civil unrest across the sound in Seattle, this shop has been busy. “We are turning almost everything that comes in the shop, sometimes the same day,” said coowner Mike Palmer.

Handguns that have moved best are Smith & Wesson Shields, SIG Sauer P210s, and the occasional Glock 19. Hunting season is winding down. The big movers have been Thompson Center Compass IIs and Savage 110 Elite Precisions in 6.5 Creedmoor.

Located on State Highway 160550, this general hunting store carries archery, soft goods, firearms, and reloading supplies.

Christensen Arms and Tikkas in 6.5 Creedmoor sold very well throughout the hunting season.

“With a strong big-game season, we are very pleased. People are in the woods, and we just have to spend a little time more sourcing product,” said owner Jane Gustafsen.

MSRs are moving daily; the top seller is the Smith &Wesson M&P15 Sport II. As for handguns, the big movers were SIG P365s and P320s and Glock 19s. Smith Shields are also available and selling well.

Sportsman, OR The Florence

Trading PA Juniata Post, Everett

Gun, NE Nebraska Lincoln

FireMN Saginaw arms, Saginaw

Inc., ND Outdoorsman Fargo

Shooters Coin & Gun, Shooters, KY Paducah NC Hyatt TXSharp Supply, Paducah Charlotte Lubbock

Located in an 1890s-era blue barn, this metro Lincoln gun shop keeps 250 firearms in stock. It sell a mix of used and new traditional hunting and defensive firearms.

Deer season had bolt-action rifles moving. The Savage Axis and Ruger American in 6.5 Creedmoor and .30/06 attracted the most attention.

That’s the good news. The bad news is the store’s inventory has been cut in half. “Like many small shops, I take what I can get from my distributors on allocations,” said owner Jeff McIntyre. “Overall, it’s been pretty lean.”

Strong handgun sellers include SIG P365s and Glock 43s.

46

❚

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❚

JANUARY 2021

This independent retailer normally keeps more than 300 guns in stock, and has a seasonal outdoor shooting range.

Ammo shortages and low inventory have hit this store hard after exceptionally high demand nearly emptied the shelves in the early months of the pandemic. “While our sales have been high, our ability to restock has been challenging. It’s frustrating for a small shop like ours,” said president Frank Le Fevre.

The store has concentrated on looking for used guns, and continues some training classes based on state mandates for concealed-­ carry and self-defense training.

Located in a small town on the central Pacific coast, this family-run hunting and fishing store stocks about 100 firearms. It specializes in home protection, hunting firearms, accessories, and ATVs. Smith Shields, Springfield Hellcats, and SIG P320s are staying in stock and turning quickly.

“Our customers are small-town locals, and our sales are rarely driven by the political environment,” said owner Bill Pinkey.

In the MSR arena, M&P15 Sport IIs and Springfield Saints are getting the most attention. In the boltaction department, Browning X-Bolts dominate. Ammo has been is difficult to acquire.

Located in central Pennsylvania, this full-line sporting goods store stocks fishing tackle, clothing, and accessories, in addition to an average of 500 firearms and reloading supplies.

Pistol demand is steady. “Almost every hour of the day, we are 10-deep with customers at the counter,” said counter salesman Chris Cogan.

The store’s ammunition inventories are now down to rare calibers and expensive, top-of-the-line products. “Ammo shortages have found their way even into deer cartridges and rimfire,” Cogan said. He also noted that his powder inventory has been cleaned out.

Established in 1980, this store keeps an average of three employees busy. They sell a variety of general home-defense products, rifles, and handguns.

Amidst persistent demand, MSR inventories have been improving.

“It’s been great that companies like Smith and Springfield have kept us in good shape,” said countersalesman Tony Bourn.

He has seen a near equal split in sales between Sporter IIs and Saints. The store has also moved a few Colts and APFs. Though handguns sales have slowed since the spring rush, they remain vibrant. Springfield XDSs, Colt 1911s, and Smith Shields hold the high slots.

❚

SHOTBUSINESS.COM

This 11,000-square-foot facility includes an indoor archery range and outdoor rifle and pistol ranges.

Since the pandemic started, this independent has had little time to even answer the phone. “While the end of the election has upped the ante, the traffic has just been nonstop. We are committed to answering the phone and taking care of our customers,” said manager Clint McCutcheon.

ATI pump shotguns and a few Stoegers are on the rack. Benelli Super Black Eagle IIs, Browning A5s, and Winchester Super X3s are doing seasonally well. MSRs are moving in high numbers, with an even mix of Smith M&Ps and Colts.

❚

❚

SHOTBUSINESS.COM

❚

Blue Trail Range CT Gun Store, Wallingford

In existence since 1945, this family gun shop and range keeps 800 guns in stock and has more than 120 covered outdoor shooting stations.

The retailer continues to see a steady stream of customers.

“Traffic is strong, to say the least.

That said, we can get some hardto-get inventory, and we are holding our own,” said manager Mark Slone.

Glock 48s and 17s are in stock, and Smith Shields are available and turning daily. Handgun ammo stocks are poor. Mossberg Patriots, Ruger Americans, and Savages are all doing better than they did last season. Traditional rifle calibers are in better than expected supply.

With more than 12,000 square feet of retail space, this store keeps an average of 7,000 firearms in inventory, and has a staff of more than 20 employees.

Although demand hasn’t slowed, there are inventory bright spots for this retailer. “There are a few companies that have really come through for us, most notably Smith, SIG, and Springfield,” said owner Larry Hyatt. “As for ammo, Winchester and Vista Outdoor [Federal, CCI, Speer] have treated us well. As a result, we are doing remarkably well meeting the needs of many of our customers.” The top available handguns include M&P Shields, SIG P320s, and Springfield XD9s.

J.T. Reid’s Cigar ME and Gun Shop, Auburn

Located on Main Street in downtown Auburn, this smalltown firearm store stocks more than 200 handguns and rifles, along with a substantial selection of cigars and a mix of homedefense and hunting firearms.

Demand for bolt-action rifles was flat through deer season. That was balanced by high demand for MRSs. The store has better than expected inventories of Sport IIs, Windhams, and Colts.

“Overall, our inventory for MSRs and handguns is improving even with non-stop demand. While we don’t have the selection we would like, we have plenty to sell,” said owner John Reid.

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

Post-election numbers have remained steady at this retailer.

“While COVID has definitely affected us all, we have seen a great number of new shooters purchase guns in our store. We have an obligation as an industry to use this time to educate and welcome these new shooters to our ranks,” said manager Israel Musquiz.

Handgun turns are strong. SIG P320s and Glock 19s hold the top positions.

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GOOD STUFF

by richard mann

Midland has a wide array of two-way radios that will appeal to hunters.

Too Good to Overlook When you can’t count on cell service, Midland is there

I

t had already been a long morning, with a more-than-a-mile-long unsuccessful stalk on a big aoudad ram. The noon sun was pressing down hard as we navigated a high mountain road in the West Texas mountains not too far from Mexico. As we rounded a curve, our guide glanced over his shoulder to make sure the film crew was behind us. He immediately slammed on the brakes of the Polaris and said, “Oh my God, they rolled the truck!”

The big, four-door GMC was on its side, wedged against a tree about 100 feet below the road. Camera gear was scattered about, and steam was bellowing from the engine. When the guide, the other hunter, and I

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arrived at the truck, three of the film crew were staggering around in a daze. Two were still inside. When I assessed the scene, it was clear one of the crew members was seriously hurt.

Problem was, we were way

the hell west of nowhere with no cell service.

I immediately got on the truck radio with the outfitter. Fortunately, he was at a location that did have cell service. I gave him the name and number of a Border Patrol captain who was a friend. Thirty minutes later, we were guiding a chopper in with a photography reflector. Had it not been for our mobile and handheld radios, a man would have died on that mountainside.

Too often, modern hunters take for granted that a cell phone is the only communication device they need, but this accident clearly illustrates how useful personal radios can be. And their utility extends well beyond emergency use. They can help hunters keep tabs on each other during the day. And those that are equipped with a NOAA Weather Radio alert feature can also keep you informed about weather conditions. With GMRS capability and as much as 40 watts of power, their range will surprise you.

According to the Federal Communications Commission, the General Mobile Radio Service (GMRS) is a licensed radio service that uses channels around 462 MHz and 467 MHz. A testfree license from the FCC will cost you $70 and is good for 10 years. It will allow you and all of your family members access to the GMRS channels with radios delivering more than 2 watts. FRS (Family Radio Service) radios utilize the same frequencies but operate at less than 2 watts and do not require a license.

Midland has a wide array of GMRS and FRS radios, and considering just how useful these radios are, retailers should consider carrying

them. On our trip from West Virginia to Texas, we installed Midland 40-Watt MXT400 Micromobile radios (SRP: $249.99) in all our vehicles. It made communication during the trip easy. And in the flat, open country of West Texas, we were able to talk to each other at distances that sometimes exceeded 10 miles without the aid of a repeater.

Not only are these radios highway-vehicle-capable, they can also be installed in ATVs and UTVs. My Polaris is equipped with the Midland MXT115VP3 Micromobile (SRP: $199.99), which delivers 15 watts and has the NOAA Weather Radio feature as well.

In the hills of West Virginia, I’ve reached out on the MXT400 in my son’s truck as far away as 3 miles. And I can also clearly talk with the handheld Midland X-Talker T295VP4 radios ($99.99) at a distance of 2 miles.

The other argument for GMRS radios is their usefulness during times of natural disasters. After a hurricane or even mass power outages, it’s not uncommon for cell service to be out or nearly nonexistent. I spent 16 days with no cell service in New Orleans providing law enforcement services after Katrina. With GMRS radios, you can stay in constant contact with your loved ones at all times. Affordable, compact, and reliable, GMRS radios should be a part of any outdoorsman’s hunting kit and any survival plan.

Your customers may never need immediate lifesaving access to a United States Border Patrol helicopter, but they could damn well fall out of a treestand.

With a GMRS radio, help is at your fingertips, whether you have cell service or not. (midlandusa.com)

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NEW PRODUCTS

Bushnell’s Elite Tactical LMSS2 is an 8–40x60mm spotting scope.

(Continued from page 50)

Bushnell The Elite Tactical LMSS2 8–40x60mm spotting scope combines compact, elitequality HD glass with a military-grade riflescope design.

The aluminum-alloy chassis is rugged and meets IXP7 waterproof standards; heavyduty rubber overmolding ensures that the glass and mechanical components are both secured and protected

to maintain optical performance for years of use.

It comes with a detachable (three user-selectable positions) Picatinny rail, giving users the ability to quickly and easily mount red-dot sights for faster target acquisition or laser rangefinders.

An optional third-party rail kit designed as a direct-connect OEM system further expands the scope’s accesso-

ry compatibility.

Other features contributing to versatility, performance, and ease of use include a twist-up eyecup, fast-focus diopter, integral 1/4x20 tripod connection, and bottom accessory rail connections. SRP: $1,749.99. (bushnell.com)

5-inch gun, the 8+1 Ronin sports a two-tone finish, with a stainless-steel forged frame and a forged slide of carbon steel. The slide features a beautiful hot-salt bluing treatment that not only brings out the luster of the steel, but also hearkens back to the earliest days of the classic 1911. To enhance the look, the flats of both the slide and the frame are polished. SRP: $849. (springfield-armory.com)

Springfield Armory The Ronin 1911 in 10mm provides shooters with a pistol that combines classic styling with modern features, the result of thoroughly modern precision manufacturing mixed with a traditional approach to quality and performance.

Configured as a full-size

Springfield’s new Ronin 1911 offers classic styling and modern features.

NEW PRODUCTS

Viridian

PHOTO BY DAVID MACCAR

Viridian’s new HS1 is the first hand stop with an integrated laser sight. The HS1 is designed to activate the laser via a button on the front of the unit, where a user would naturally grab it using a wraparound grip with their support hand. The tab sits between the index and middle fingers, but it’s also activated easily with a variety of grip styles, making it comfortable and intuitive to use. As with a gun light with a pressure switch, the unit only comes on when you want it to.

The HS1’s bright, highly visible green laser is adjustable for windage and elevation, and is visible up to 100 yards in daylight and up to 2 miles at night. The unit features M-Lok attachment points, so it can be easily and securely mounted to any MSR, AR pistol, or even a lever gun outfitted with an M-Lok handguard.

The 1/3n battery has a life span of 1.5 hours of constant activation, and the battery can be replaced without removing the unit from a firearm, meaning it retains its zero. The unit itself is ruggedly built and comes with a seven-year warranty from Viridian. SRP: $179. (viridian weapontech.com) (Continued on page 49)

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