SHOT Business -- January 2021 by SHOT Business

SHOT BUSINESS JANUARY 2021 VOLUME 29, ISSUE 1

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

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

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

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

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

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

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

EDITOR’S NOTE Big challenges create new opportunities.

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

FYI With his No Other Choice

program, Kevin Dixie helps new gun owners. FIRING LINE Springfield’s new bolt-action rifle expands the company’s formidable lineup.

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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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

PR O MO T I O N S

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AWAR D S

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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

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

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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On Target

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

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

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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

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

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

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

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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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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

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

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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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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

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.

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A Different Game

Managing the supply chain efficiently is the key to success

LOGISTICS UP NORTH: IT’S JUST DIFFERENT

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FINDING THE RIGHT DISTRIBUTORS AND MANAGING SHIPPING COSTS

Over the years, inventory needs have changed. Now, products need to turn at a faster pace.

CUSTOMER NEEDS AND UNIQUE INTERESTS

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LESSONS LEARNED FROM THE COUNTER

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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

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

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

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

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Selling It: Reloading Equipment

A Budget Press That Delivers

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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 joe bartozzi , nssf president & & ceo ceo

Industry Overview Remarkable results in a year unlike any other

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

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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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by joe bartozzi , nssf president & & ceo ceo

Industry Overview Remarkable results in a year unlike any other

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by robert f . staeger

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

“

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

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.

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Hunting for a home-defense shotgun in Charlotte

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?

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search began at a state-

SHOT BUSINESS

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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

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

SHOTBUSINESS.COM

Product Knowledge

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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

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

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STORE

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

HOME RUN

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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.

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SCORING SYSTEM:

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SHOTBUSINESS.COM

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Outstanding:

Very Good:

Winner:

Average:

STORE

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

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Poor: