Feb/March 2019 SHOT Business by SHOT Business

FEBRUARY/MARCH 2019

BIGGER SCOPES MEAN B E T T E R M A R G I N S Pg. 36

OPTICS MANUFACTURERS ARE EMBRACING MODERN TECHNOLOGY IN A BIG WAY, AND YOUR CUSTOMERS WILL REAP THE BENEFITS

ALSO IN THIS ISSUE FIRING LINE

GOOD STUFF

Springfieldâ&#x20AC;&#x2122;s XD(M) OSP is ideal for home defense Pg. 24

Rugged yet comfortable safari wear Pg. 48

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SHOT BUSINESS

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FEB./MAR. 2019 VOLUME 27 ISSUE 2

EDITOR’S NOTE Riflescopes enter a brave new world.

NEWS BRIEFS Montana Rifles gets new owners; Norma refreshes the brand; Umarex USA launches the Gauntlet; and AAC makes a comeback.

UNDERCOVER SHOPPER In the search for a grandson’s first rifle, hope lies on the Seattle horizon.

FIRING LINE Springfield Armory’s XD(M) OSP is a good choice for home defense.

FYI Otterbox’s premium coolers are a nice upsell opportunity for retailers.

25 CLEAR OBJECTIVE Optics manufacturers are embracing technology in a big way. And both you and your customers can benefit. BY ROBERT SADOWSKI

MONSTER GLASS Bigger riflescopes command bigger prices and nicer margins. But if you can’t explain the features, you won’t be able to close the deal. BY WAYNE VAN ZWOLL

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WHAT’S SELLING WHERE

GOOD STUFF Kitanica’s clothing met the challenge of 30 days in the bush. NEW PRODUCTS Danner Chelsea; Rocky Stratum; Taurus 692 Tracker.

COVER PHOTO BY TIM IRWIN

YOU SHOULD KNOW NSSF First Shots events attract new shooters. One retailer shares her experience with the program.

NSSF UPDATE NSSF debuts +One Movement to promote mentorship; new infographic shows suppressor benefits; NSSF, VA partner for safe firearms storage.

FROM THE COUNTER This Iowa City shop serves a broad range of customers, from local farmers and urban college students to staff seeking self-defense tools.

RETAILER TOOLBOX Choosing the right e-commerce platform may mean going outside your comfort zone.

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EDITOR’S NOTE

NSSF

The New Breed Giant scopes are here to stay

elcome to the annual new-optics issue of SHOT Business. This time around, in addition to the usual survey of new products that your customers will be asking about in 2019, we’ve added another feature, “Monster Glass,” by contributing editor Wayne Van Zwoll (page 36). As a big-game hunter who grew up with fixed four-power scopes, Van Zwoll has been witness to a sea change in the optics business, as demand has surged for evermore-powerful variable scopes with a seemingly endless number of bells and whistles, such as bullet-drop-compensating reticles, Bluetooth-enabled ballistics charts that connect to a smartphone, and rangefinding capabilities that take into account air pressure, temperature, and angle. And the latest trend? Big—and I mean really big—lenses and tubes. So, the question occured to Van Zwoll: “Why now the monsters?” Because applications have changed. Shooters want to ring steel targets at 1,000 yards; hunters want to take game out past 400 yards. Given the technological sophistication of this new breed of gear, you or a staff member will need to know the ins and outs of the features offered by each brand. And given the research capabilities of the modern smartphone, a customer can do a lot of preliminary research before he ever walks through the doors of your store. That doesn’t mean that all of this newly acquired information is relevant to the intended use, but if you don’t have a full understanding of the scope you’re showing to this customer, you’ll lose the sale. Right now, new-car dealerships

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are facing the same issue. Increasingly, customers are encountering salespeople who can’t explain the technological features found on new cars. I realize that trying to stay abreast in this brave new world is challenging, but as one manufacturer rep told me, “A dealer who can’t explain the technology can’t sell it. It’s as simple as that.” He also said he had encountered dealers who feared the technology found in new products. The solution here is to identify a younger staffer who embraces the new technology and make him the go-to guy in your store for these products. Jake Edson, who represents Bushnell, Weaver, Simmons, and Tasco, told Van Zwoll, “Increasingly, counter expertise affects sales, as costly scopes have features that need explanation—like lens treatments and the first- and second-plane reticle options.” And though Van Zwoll says, “I’ve yet to fire at an animal so small or distant it couldn’t be quartered in 12X glass,” he admits the trend for bigger scopes is unlikely to fade soon. Clearly, hunters and shooters are embracing “Monster Glass” in all its various forms. You should, too.

FEBRUARY/MARCH 2019

Slaton L. White, Editor

SLATON L. WHITE, Editor James A. Walsh, Art Director Margaret M. Nussey, Managing Editor David Maccar, Senior Editor David E. Petzal, Shooting Editor Judith Weber, Digital Content Producer CONTRIBUTING EDITORS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Christopher Cogley, Jock Elliott, Shannon Farlow, Tim Irwin, William F. Kendy, Richard Mann, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll Anthony Licata, Group Editorial Director ADVERTISING: 212-779-5316 Jeff Roberge, Publisher Katie Logan, Southern Sporting Goods Sales David Hawkey, Northeast Sporting Goods Sales Amanda Gastelum, Integrated Marketing Director BUSINESS OPERATIONS Tara Bisciello, Financial Director MANUFACTURING Kelly Kramer Weekley, Associate Group Director Melissa Beckham, Production Manager BONNIER Chairman, Erik Haegerstrand Head of Business Area, Magazines, Lars Dahmén Chief Executive Officer, Eric Zinczenko Chief Financial Officer, Joachim Jaginder Executive Vice President, Bonnier Media, Gregory D. Gatto Executive Vice President, Bonnier Solutions, David Ritchie Chief Digital Revenue Officer, Sean Holzman Senior Vice President, Consumer Products, Elise Contarsy Senior Vice President, Events, Jonathan Moore Senior Vice President, Digital Operations, David Butler Vice President, Integrated Sales, John Graney

Vice President, Public Relations, Perri Dorset Vice President, Data Science and Analytics, Mark Crone Vice President, Enterprise Solutions, Shawn Macey General Counsel, Jeremy Thompson Human Resources Director, Kim Putman

SHOT Business (ISSN 1081-8618) is published 7 times a year in January, February/March, April/May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 27, issue 2, Copyright © 2019 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 064702359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices. Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness.com/cs. You can also email SBZcustserv@cdsfulfllment.com, in the U.S. call toll-free 866-6154345, outside the U.S. call 515-237-3697, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016 REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 6364 Harlan, IA 51593.

THE FUTURE OF OUR SPORT

WON’T GROW ITSELF.

WE NEED YOUR HELP TO GROW THE SHOOTING SPORTS. If just 1 in 3 hunters and target shooters introduce one new person to the shooting sports, we’ll secure a strong future for generations to come. The +ONE Movement is a mission to do exactly that. We need your help to spread the word about the single most unifying force in the shooting sports today. Together we’ll ignite the passion of millions of new hunters and recreational shooters. And build the future of the way of life we love. Be the one. Join the +ONESM Movement. Visit LetsGoHunting.org or LetsGoShooting.org.

NEWS BRIEFS N EW S

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PROMOTIONS

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AWA RDS

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O UT R E AC H

Bits & Pieces

A gunsmith examines his work at Montana Outdoor Group, a company that’s tripled in size since last year’s acquisition.

John Trull Becomes Executive Vice President at Davidson’s

Working Retirement

Davidson’s, one of the nation’s top firearms wholesalers, recently announced that John Trull has been promoted to the position of executive vice president. In his new role, Trull will be focusing on the marketing and operations areas of the business in addition to his current responsibilities. “John has been a great addition to the team. His industry experience, contacts, and leadership are invaluable,” says Bryan Tucker, Davidson’s president and CEO. “I am confident that he can help us deliver innovative dealer and consumer services, and improve our operational efficiencies.”

American-made riﬂes with new owners Mossberg Announces Retrograde Series

By Kris Millgate

etirement isn’t for Ron Petty. The former sales and marketing executive for ATK and Norma tried sitting around. Didn’t work. He moved to sunny, senior-friendly Arizona. Didn’t stay. Recognized an opportunity in snowy, ranchinspired Montana. Didn’t turn it down. At 72, Petty, with a heavy Georgia accent, moved to the West. He chose to claim Kalispell, Montana, as his new home in 2018, when he purchased Montana Rifle Company with three others.

“My wife, Alisa, says I’m crazy. She asks me, ‘Why is a 72-year-old guy moving from Arizona, the golf capital, to Montana, the snow capital?’” says Petty, now CEO of Montana Outdoor Group. “Everybody thinks I’ve flunked retirement. I don’t think the word ‘retirement’ fits anywhere in my world.” His world is guns. He’s a hunter. So are the other investors who purchased Montana Rifle Company with him.

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FEBRUARY/MARCH 2019

They changed the company name to Montana Outdoor Group, LLC, allowing for product expansion. The company has two divisions. Montana Rifle Company builds rifles, and Montana Custom Barrel Company is the barrel division. A third division for accessories is coming soon. Equipment changed with the name change, too. Six new machines increase production, with every part of a

Designed to commemorate Mossberg’s 100th anniversary in 2019, the Retrograde Series of pump-action shotguns includes two modern takes on iconic police and military pumpaction shotguns: the 500 Persuader Retrograde and the 590A1 Retrograde. These guns are built to today’s standards, but with the retro look and feel of a walnut stock and matching corncob forend.

This product is from sustainably managed forests and controlled sources.

The world’s most advanced riflescopes SIERRA3BDXª • Illuminated digital BDC reticle syncronizes to your ballistic profile, and can be configured with up to eight holdover dots at distances out to 800 yards • Digital Focal Plane™ reticle scales with zoom like a First Focal Plane riflescope • HD Glass and SpectraCoat™ lens coatings • Levelplex™ digital anti-cant system

NEWS BRIEFS

BACK ON TRACK

Montana Outdoor Group’s chosen method of distribution for all its efforts is independent dealers. That’s how it succeeds in delivering a high-end custom rifle for $2,500 instead of $6,000.

custom-made rifle created inhouse. The group’s warehouse includes seven gunsmiths, plus secondstory corporate offices perched over the production floor. “You have to control pricing at every single level,” Petty says. “You can’t build a gun in America and buy the stock from somewhere else. You have to build it yourself. That’s how you control cost at every level.” Staff grows as production increases. Twelve of 14 employees came with the sale. An additional 42 new employees are now on board. Production manager Dave Wisher is one of the original 12. Petty is banking on him. “You have diamonds in the rough who rise to the occasion, and that’s been the case with this transition. We’ve seen these employees rise,” Petty says. “When you invest in a company, employees want to invest their efforts.” Montana Outdoor Group’s chosen method of distribution for all its efforts is independent dealers. That’s how it succeeds in delivering a highend custom rifle for $2,500, instead of the $6,000 to $8,000 price tag you usually see on rifles of the same quality. “The independent dealer is one-onone talking to individuals. For that reason, we’re not selling at discount hous-

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FEBRUARY/MARCH 2019

es,” Petty says. “We have a great gun for independent dealers, and we have a strong preferred dealer program so they can compete in the market.” For independent dealers at this year’s SHOT Show, Montana Outdoor Group showcased a new line of tactical rifles for long-range shooting and a new lightweight ranch rifle. Both are custom-made for right- or left-handers. Both are also in demand, as 2019 sales outpace 2018. “Precision shooting fascinates me. I want guns that shoot better and ammo that shoots better,” Petty says. “That’s my passion, and it fits well with this company, as it already has a reputation for building great guns.” Petty’s efforts shifted with the purchase of the company. He’s moving from marketing to production, but his reach is vast within both worlds. He spent 45 years hunting and shooting, and he’s attended every SHOT since the first one in St. Louis in 1979. “You’re seeing people you’ve had a good relationship with for decades,” Petty says. “I’ve spent a lifetime working in this industry at the level of making decisions and also being part of the outdoors. My world is this world, and it’s a great world in which to spend your life.” (montanarifleco.com)

Remember Advanced Armament Corporation (AAC)? It was a red-hot suppressor manufacturer that got gobbled up by Remington. Remington promised big things for its new acquisition, but then AAC all but disappeared in the turmoil that accompanied Remington’s long run to bankruptcy. Now that Big Green is back on firmer financial footing, things are looking up for AAC, as I saw last fall when I had the opportunity to shoot two of its 2019 new products. The all-titanium Ti-Raid 30 is available in a direct-thread or a quickdetach model. It can handle calibers up to .300 Win. Mag. and is even rated for full-auto fire. I didn’t go full-auto with the suppressor at Remington’s range, but I did try out the Ti-Raid 30 on a couple of different rifles. I found that it effectively muffled muzzle blast on smaller calibers, and it also cut the recoil nicely on the mighty .300 Win Mag. SRP: $1,199.99, direct thread; $1,299.99, QD. The bigger news for AAC—and hunters—is the entry-level Jaeger 30. Although it also can handle .30-caliber rifles up to .300 Win. Mag., this aluminum-titanium suppressor isn’t a fullauto tamer. Nor is it meant to be. The Jaeger is designed to suppress no more than a dozen rounds, shot off fast, before it must cool down. As I shot it, I felt it was a good tool for big-game hunters, as it handled .30-caliber muzzle blast like a champ. SRP: $449. Nice to see AAC back on track. (advanced-armament.com) —Brian McCombie

A Good Cause Kids & Clays raises a record amount for critically ill children and their families

hat started with a single sporting clay event to help critically ill children and their families has grown into a decades-old national organization benefiting hundreds of thousands of families each year, and raising a record $1.6 million net in 2018. The Kids & Clays Foundation supports a national series of sporting clay events with proceeds benefiting Ronald McDonald House Charities (RMHC). Ronald McDonald Houses provide housing and other help to critically ill children and their families across the country. The National Shooting Sports Foundation (NSSF) has been a key sponsor and

advocate of the Kids & Clays Foundation for 20 years. It is the title sponsor of the New Haven House event in Connecticut. It also supports the Valhalla, New York, sporting clay shoot, as well as other events nationwide. “You can see firsthand the benefits of supporting the Kids & Clays Foundation by visiting the Ronald McDonald House of New Haven or one of the myriad Houses across the country,” says Chris Dolnack, NSSF senior vice president. “This is simply a cause we must support, and we encourage all companies to get involved. Every dollar makes a great difference in the lives of many.” Founded in 1999 by McDonald owner-opera-

tors Glenn and Kathy Lubeznik from Michigan City, Indiana, the first Kids & Clays Foundation/RMHC event raised $15,800 for the Chicago House. In 2018, the Kids & Clays Foundation series of events grew to 23 and has raised more than $18 million net to date. “This success and support of Ronald McDonald Houses is only possible with the help of dozens of key companies and individuals,” says David Baron of Baron Technology, who also serves as president of Kids & Clays. “We are very proud to be the bridge between outdoors companies and Ronald McDonald Houses. I can’t think of a better charity to support.”

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In 2018, the Kids & Clays Foundation series of events grew to 23. The foundation has raised more than $18 million net to date.

NEWS BRIEFS

Alexander Nicoli is taking the helm at LOWA, a manufacturer of premium boots.

Best Foot Forward Under a new management team, LOWA continues to make strides By Peter Suciu

fter heading up the German-based footwear firm LOWA Sportschuhe GmbH for more than 25 years, Werner Riethmann has withdrawn from daily business operations. He will, however, advise the new management team for the next two years. Alexander Nicoli has assumed the leadership of the company’s operational business activities and will oversee the areas of product development, marketing, supply chain, production, and logistics.

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In many ways it will be business as usual for LOWA as Nicoli steps into his new role. “We don’t anticipate any major changes,” says Peter Sachs, general manager for LOWA Boots LLC. “Any leader will do things over time as they see fit, but this is a change that has been a long time in the making. Alex has been with the company for five years; the other senior managers have been with LOWA for 10 years or more.” In other words, the new team is a known quantity

FEBRUARY/MARCH 2019

with a lot of experience. LOWA, which was founded in Bavaria in 1923 and has been part of the Italian Tecnica Group since 1993, currently produces more than 2.7 million shoes and boots annually. The company currently produces 100 percent of its footwear in Europe, and operates under the European Union’s stringent manufacturing, environmental, and labor regulations, which resulted in it being granted ISO 9001 status for delivering the highest quality construction and process standards. One of the challenges LOWA has faced recently is the current American administration’s call for “America First.” “We interpret ‘America First’ to mean developed countries that are also close allies first, and the developing markets second,” Sachs says. “Those products made in the EU are seen by many as if they are made in the USA. We have the high labor costs, high quality standards, and high environment standards. We’ve succeeded in business in this environment.” Sachs also notes that LOWA’s competitors have significant product lines that are made in Asia, notably China. “Frankly, we don’t really compete in that lower-end market,” he says. “We have high-quality products that are about fit, comfort, and performance. We are trying to lead in that arena.” To that end, LOWA could be seen as fitting into a market comparable to Italian or German dress shoes, but for those who spend as much

time outdoors as in the boardroom. “Our quality is much what you can expect when you buy from a German automaker,” says Sachs. “You’re paying a premium for that quality, and that is where we fit in. It is a very similar mindset.” LOWA is putting its best foot forward this year with its Task Force Collection, which was originally developed for British Special Forces. The same boots that allowed the Special Air Service (SAS) and other elite operators to perform at a high level around the world are now being offered to the American market. “Our duty boots feature a refined construction that makes them lighter, but at the same time ensure durability so they will last longer,” Sachs says. “These are for the guys who are wearing these boots all day, every day. That is really hard for any kind of boot, but LOWA will be there every step of the way.” The company is also rolling out an insulated boot. “We’ve had more and more calls from SWAT teams and other tactical operators in the northern part of the country, where they’re outside in the winter for extended periods of time,” Sachs says. “Having an insulated boot can really make the difference.” On the hunting side of the category, LOWA’s popular Irox boots—a fully synthetic, mid-cut boot that is built to handle tough terrain—is benefiting from a price reduction thanks to the Miscellaneous Tariff Bill (MTB) Act of 2018. “We’ve been able to reposition this popular boot line from $290 to $250 at retail,” he says. “That should spark some interest and help get customers in LOWA boots in 2019.” (lowaboots.com)

FEDERAL UNVEILS NEW .450 BUSHMASTER LOADS A new hot load from Federal—the .450 Bushmaster—is one of a number of straight-wall cartridges that are quickly gaining favor among hunters chasing everything from whitetail deer to feral hogs. Straight-wall cartridges, which are now legal in a number of slug-only and muzzleloader zones, offer a number of benefits, including superior accuracy, but will not carry as far as bottleneck centerfire rifle cartridges. With that in mind, Federal is now offering its popular Fusion, Power-Shok, and Non-Typical lines in .450 Bushmaster. Fusion is known for reliable expansion and weight reten-

tion, Non-Typical is designed to meet the needs of deer hunters, and Power-Shok is made for versatility and solid performance on a broad range of medium-sized game animals and predators. All three of the new loads are being offered with 300grain bullets. If you doubt the efficacy of .450 Bushmaster for hunting, I’m here to tell you two key facts: First, animals properly shot with the .450 Bushmaster tend to drop in their tracks, to the point where rarely will you have the need to follow a blood trail; second, vital zone hits on whitetails yield the same

return in meat as a deer shot by a smaller bullet. Loaded into a Savage 110 Scout, the Federal PowerShok .450 Bushmaster 300grain jacketed soft-points were impressively accurate. Zeroing the rifle at 50 yards

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was a fast process, with bullets producing one-hole, three-shot groups quickly and efficiently. This sub-MOA performance continued at 100 yards. SRP: $33.95 to $37.95, box of 20. (federalpremium. com) —Kat Ainsworth

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NEWS BRIEFS

Norma Gets a Brand Refresh The ammo manufacturer is adding new lines and changing distribution By Peter Suciu

In addition to new packaging this year, Norma is improving its distribution channels.

For more than 100 years, Swedishbased Norma, part of the RUAG family of companies, has been the go-to brand of rifle ammunition for many far from common calibers. For 2019, the Norma brand is getting a refresh and repositioning for the U.S. market. “Despite the rebranding, we’re not sacrificing the quality or performance that sporting shooters have come to expect,” says Paul Lemke, general manager at RUAG USA. “We have had a lengthy legacy, and we’re proud that we’ve been known for quality and precision. The Norma consumer of today will still recognize the company for what it has

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always delivered, so this is really a new coat of paint on an established brand.” For retailers and consumers alike, this rebranding isn’t about changing the magic. It is not a New Coke move; rather, it is a refresh, much like what an esteemed car brand has done recently. “We do compare this to how Cadillac reinvigorated its sedan line with the popular XTS, a product that appeals to a wider and younger demographic,” Lemke says. “At the same time, Cadillac has remained a premier luxury brand.” In other words, Norma isn’t just your father’s or grandfather’s line of quality ammunition. While it will remain the go-to brand for

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calibers that others don’t readily offer, Lemke emphasizes that the line will also feature new and upcoming cartridges for today’s more popular firearms. As part of this rebranding, shooters can expect to see the popular lines such as Oryx, Vulkan, and Alaska joined by new product lines, including Tipstrike and Ecostrike. “This [move] is meant to attract a wider demographic of shooters,” says Lemke. “Although we’ve been around for many decades, this naming exercise is meant to appeal to those shooters that might not know Norma. So this is far more than putting a new look on the packaging of

our ammo. We’re also stretching the brand to new cartridges, as well as defense loads.” The other half of this rebranding and refreshing of the Norma line will be how retailers can obtain the ammunition, something Lemke says wasn’t always as easy as it could have been. “Previously, there were retailers that didn’t know how to obtain it,” he says.“One of the important things for retailers to know is that RUAG has consolidated operations in Tampa, and we’re moving away from direct sales to a twostep distribution market. The Norma brand will be readily available through these distribution channels. We’re very excited to be releasing our products out of Tampa.” (ruag-ammo-tec.com)

Staying Focused SSP Eyewear’s innovative designs provide functionality and fashion By Barbara Baird

or more than 10 years, SSP Eyewear has been manufacturing world-class eyewear for the commercial, industrial, sports enthusiast, and firearms markets. SSP’s president and founder, Mike Bechtel, felt compelled to address eye injuries after seeing his grandfather’s lifelong struggles after losing an eye in a childhood accident. SSP Eyewear’s line of eyeprotection glasses comes in several styles, offering zero distortion and non-magnified styles, as well as traditional bifocal and top focal magnification exchangeable lenses in clear, amber, and smoked options. One of the most popular

styles for aging eyes comes in the Top Focal Tactical lens line, where SSP offers a trademarked design that places the bifocal correction on the top, as opposed to a traditional bottom placement. No more tipping of the head back to see the front sight.

Exchangeable lens kits come with a virtually indestructible frame made from TR 90 nylon. Kits can be ordered in bottom-focal only (Denial Bifocal kit) for $39 or several top-focal options, including the Ultra Kit that includes both top and bot-

tom in clear, amber, and smoked magnified lenses for left- or right-eye dominance ($79.99). Scott Harris, business coordinator for SSP, says the company is looking to develop more eyewear for the women’s market. “We want to address the desires and requests from women to have more fashionable, affordable, high-quality eye protection for firearms training and other outdoor activities,” he says. “We can develop fashionable eyewear for daily uses, including being able to have a nice pair of sunglasses that provide eye protection for a variety of sports activities.” (sspeyewear.com)

APR G2: ALAMO’S NEW AFFORDABLE ACTION ALTERNATIVE Alamo Precision Rifles, which focuses on affordable, high-quality, custom precision rifles, recently released its APR G2 action. Integrating several features previously reserved for highend custom actions, the APR G2 is an economical, feature-rich solution for any custom rifle build. According to Robert Waggoner, owner of Alamo Precision Rifles, the APR G2 is a response to customer demand. “The shooting community spoke, and we listened. The original APR action came about as an attempt to create a higher-quality, yet

cost-effective, alternative to a trued factory action. It was really intended to fill a specific niche in our hunting build lineup, which it does very well. However, we immediately began getting requests for a version geared more toward the long-range/ tactical and DIY market. We were completely onboard with the idea, as this category represents a large part of our core business. We combined a list of features and changes that would make it excel in this role and worked closely with Thompson Leh to get them implemented. We

are excited with the results and very pleased that we were able to keep the costs down to a level that makes this version every bit the value that the original APR action represents.” Standard APR action features include a Remington 700 footprint, controlled-round feed, mechanical ejector, one-piece bolt, double-pinned .250 recoil lug, 8x40 scope base holes, toolless fire-control removal, oversize bolt knob, and a spiral fluted bolt. In addition, the action accepts any Remington 700-style trigger.

The upgraded G2 action includes 1 1/16 x 20 TPI threads, wire EDM raceways for more uniform tolerances and smoother cycling, a pinned 20 MOA rail for more secure scope mounting, smaller ejection port cut-out for a more rigid action body, .062 firing pin to accommodate SRP brass, and a full DLC coating for more corrosion protection. The APR G2 is available in standard and magnum shortaction and standard and magnum long-action configurations. SRP: $825. (aprifles. com)

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NEWS BRIEFS

MYSTERY RANCH UNVEILS NEW PACK FRAME Mystery Ranch, an industry-leading backpack company devoted to making mission-specific packs, has added the all-new Guide Light MT (Mystery Tech) Frame to the company’s line of hunting backpacks. Similar to the original Guide Light Frame, the Guide Light MT is a rigid yet dynamic frame system. Combining a continued focus on load carriage with a few discrete changes, the new frame is the company’s highest performing external hunting pack frame to date. “The new Guide Light MT Frame and waist belt give hunters a truly robust platform for packing the gear that goes with us for a day or a week. The waist belt is secure and comfortable, and allows for easy attachment of a bear spray holster or GPS holster. I really believe our development team nailed it with this design,” says hunting sales manager Tim Hoffer. Utilizing custom-developed SJ Autolock buckles throughout, the new hardware collection on the frame provides the perfect blend of strength and weight. The frame’s 500D Light Plus fabric delivers high tensile and tear resistance, key characteristics for a robust, purpose-driven hunting frame. The Guide Light MT also features a five-point waist belt that incorporates the highly functional Redirect System, which delivers solid weight distribution and eliminates slippage over the hips, regardless of the load. At the bottom of frame, Mystery Ranch has deployed an anatomically correct shape that curves with the body for increased comfort and performance. (mystery ranch.com)

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Elite V-Crown JHP personal-defense loads and Elite FMJ training loads will both be available.

SIG Sauer Introduces M17 9mm +P Ammunition M17 9mm +P ammunition is the latest addition to the SIG Sauer ammo line. This military-grade ammunition is available in 124-grain SIG Elite V-Crown jacketed hollowpoint ( JHP) personal-defense loads and SIG Elite FMJ training loads. SIG M17 ammunition is specifically engineered for exceptional performance in any 9mm +P-rated pistol, including the SIG P320-M17. “The commercial release of the civilian variant of the U.S. Army’s M17 pistol, the P320-M17, has been a tremendous success. We

are excited to have the opportunity to offer the M17 9mm +P to our customers who want to shoot an ammunition that combines high-quality SIG performance with a military-grade +P power,” says Brad Criner, senior director brand management and business development, SIG Sauer Ammunition. “The M17 V-Crown and FMJ loads are both ballistically matched, making it easy for our customers to train with the ammunition they carry.” Both loads have a muzzle velocity of 1,198 fps and muzzle energy of 395 foot-pounds. SIG V-Crown ammunition

features a stacked hollowpoint cavity to deliver exceptional on-target energy with maximum weight retention and expansion for ultimate stopping power. SIG FMJ training ammunition is engineered to match SIG V-Crown ballistics for a more seamless transition from training to carry ammunition, and features durable, copperjacketed bullets offering the perfect combination of affordability and performance. SRP: $20.95 (per box of 20 rounds), 124-grain 9mm +P V-Crown; $18.95 (per box of 50 rounds), 124grain 9mm +P FMJ. (sigsauer.com)

Umarex USA Introduces a New Gauntlet

marex USA Inc. has added a major addition to its Gauntlet line of pre-charged pneumatic (PCP) air rifles: the .25-caliber Gauntlet. The .25-caliber Umarex Gauntlet provides up to 27 consistent, powerful shots (at 895 fps) from one fill of its highcapacity. 13-cubic-inch regulated tank. The 1,900-psi built-in regulator delivers consistent velocity shot after shot for long, flat shot strings. This translates directly into outstanding accuracy for a successful day of small to mid-size game hunting or serious target shooting. As a result, shooters can have confidence in the energy transfer into its target without variations in velocity due to changing tank pressure—the “shot curve” characteristic of unregulated PCP air rifles. As long as the built-in pressure gauge remains above 1,900 psi, the regulated Gauntlet generates rock-steady velocity and terminal energy. This multi-shot, bolt-action repeater uses economical, easily loaded, inter-

changeable eight-shot magazines for rapid fire or follow-up shots in the field. One magazine is supplied with the Gauntlet; additional magazines are available as an accessory. The Gauntlet’s 3,000-psi air tank is easily filled using the built-in, standard Foster quick-connect fitting and the Umarex SuperFill hand pump or a highpressure electric air compressor. For extended shooting sessions, a simple pressure release key allows the compact regulated air tank to be removed when pressure is low. It can be replaced with a fully charged air tank, providing even more consistent shots, without the need to carry bulky high-pressure air refill tanks or a pump. Fully moderated by its full-length

shroud, the Umarex Gauntlet is quiet as well. Both stealthy backyard target shooters and serious hunters benefit from its ability to provide rapid, near-silent, fullpower follow-up shots on demand. To maximize the accuracy capability with the Gauntlet, it has an integral standard 11 mm dovetail rail for scope mounting. Umarex USA suggests using the 4–16x44 Gauntlet Scope from Axeon Optics, which includes rings ready for mounting to the Gauntlet. The easily adjustable stock comb locks into position for the ideal cheek weld, whatever the physique of the shooter. Target shooters will appreciate the included single-shot tray for the ultimate in precision shooting. The rifle weighs 8.5 pounds SRP: $299.99. (umarexUSA.com)

TRADITIONS SINGLE-ACTION REVOLVERS: HONORING THE PAST Though Traditions Performance Firearms may be best known for its line of affordable blackpowder firearms, it also specializes in reproductions of 1873 singleaction revolvers. The Frontier Series offers a selection of finishes, calibers, and grip materials to provide you with top-quality features and finishes. The Rawhide series offers shooters quality features at an affordable price and comes with an attractive matte finish. The 1873 Single Action Revolver Liberty Model, part of the Frontier series, is offered in .357 Magnum and .45 Long Colt. The revolver is a solid-frame, gate-loading design with a six-round

capacity and a transfer-bar safety system. It’s laserengraved with the Liberty name, the original patent number, and an eagle. The white PVC grip panels are also engraved. The gun has a smooth pull and clean break; reset is reasonable and audible, and cocking the hammer is a simple, quick motion to learn even for new revolver shooters. The angle of the grip is comfortable and fit my hands well in both width and length. For those unfamiliar with a gate-loaded gun, the process is easy to learn: Pull the hammer to half-cock, open the loading gate, and begin loading the gun. The cylinder rotates by hand

while the gun is half-cocked. Some shooters prefer to load six-shot revolvers such as the Liberty by filling the first chamber, skipping the second, and loading the four to follow. They then cautiously lower the hammer on the empty chamber. Regardless of how you load it, when all the shots are fired, spent brass is ejected one at a time. At the range, I ran a trio of ammunition brands through the Liberty: Inceptor .45 Colt 158-grain ARX, SIG Elite V-Crown .45 Colt 230-grain JHP, and Hornady .45 Colt 185-grain FTX. Of the three, the Inceptor produced the least felt recoil, as expected, and also delivered the most precise five-shot groups. Both

Inceptor and Hornady consistently nailed one-hole groups out to 15 yards; at 25 yards, the groups opened up to an average five-shot group of 2.5 inches. It is worth noting the 1873 Single Action Revolver Liberty in .45 Long Colt is not just a range gun. This is a cartridge also suited to hunting game such as hogs and coyotes. It’s an under-appreciated round, and one I hope will see a resurgence. It is well worth taking a closer look at Traditions Firearms’ full lineup. Reproductions include sidelock muzzleloaders as well as percussion and flintlock pistols. (traditionsfirearms.com) —Kat Ainsworth

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UPD ATE YOU SH OU LDby Kwarren NOW

bergby warren berg

NSSF First Shots Events Keep the Sportsman’s Shop Doors Swinging

irst Shots events continue bringing new shooters into the shooting sports and returning customers to ranges. Recently I had a chance to speak with Jessica Keffer, marketing manager of the Sportsman’s Shop in East Earl, Pennsylvania, about her experience with the program.

Warren Berg: Compared to

other beginner classes, what’s unique about NSSF First Shots and how does that help your business? Jessica Keffer: The thing that makes First Shots unique is that it is basic. It’s introductory. You don’t get into the terms, you don’t get into anything advanced, it’s just really meant to kind of start at the beginning and take the participants to what they need to know. WB: How does First Shots affect your bottom line? Is there a number you can put to it, such as it generates X percent of business each month? JK: Many are coming back to purchase a gun like the ones used in the training classes, and they are booking private lessons. I personally have been teaching a woman who was just in this weekend with her husband. They both bought firearms, they both bought range ammo, and they both bought some selfdefense ammo, and that’s characteristic of many of the situations that we run into.

age them to come back to the range. We also give them a sheet that has six different discounts for things such as eye and ear protection and ammo, so if they come back and make a purchase within 30 days, they get a discount on those six items. We also talk to them about the next steps in their training journey, and we see a good portion of those students coming back and taking private training classes with our certified instructors. I actually just ran these numbers the other day, and to date we’ve put more than 1,800 individu-

WB: What steps do you take to follow up and convert students into regular shooters, and once you do convert them, how do you stay connected with them? JK: One thing we do is we collect email addresses. We give all of the class participants in each First Shots event a range pass to encour-

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als through the First Shots class. Of that 1,800, about 50 percent have come back within 90 days, and of those a good 50 percent are coming back on a regular basis, buying a gun, buying a membership, and using the range on a regular basis. So I would say we have been very successful in getting some of those back. WB: Who is the ideal person to come to First Shots, and how do you reach out to them? JK: The ideal person for us is someone who is just beginning their firearm journey or someone who maybe has had

some shooting background but is looking to hone those skills they need to be a successful shooter. We have a retail store attached to our range, so we often get involved in conversations when people are looking at purchasing guns or when they come in to use the range. You can tell that they maybe don’t have the experience level, so we tell them right away to come take our First Shots class. A lot of it too, really, is word of mouth. And then there are those people who go through the class who are passing along their experience to family, friends, and other people they know. WB: How “turn-key” is First Shots? Is it easy to implement? JK: Oh, yes! It was very easy to get started. NSSF gave us all the tools and all the information we needed, and they’re working very hard now to really continue to grow that program and make it even easier on ranges. WB: Were the materials and curriculum easy to follow and tailor to your range? JK: Yes, we found it very easy. NSSF gave us a PowerPoint presentation, and we really found we didn’t have to do a lot of tweaking. Everything that was provided was clear

First Shots focuses on the basics, a great way to get beginners involved.

by warren berg

and very easy to use, and we haven’t had any qualms or issues with the tools that NSSF has provided. WB: Did you take advantage of

co-op advertising dollars or any of the advertising materials NSSF offers, and if so, were they easy to use and worthwhile? JK: We did in the beginning, yes, and it is absolutely worthwhile. The way we got started is with what NSSF calls its Big City Tour. [Big City Tours coordinate First Shots events at a number of ranges across a select city to boost participation.] It was doing one in the Philadelphia area, which is about an hour away from us, so we were part of that and got some co-op advertising as part of that through radio and newspaper. We filled all three of the classes we did in conjunction with that event through that advertising. WB: Did you ask NSSF for any assistance with planning or logistics? JK: It provides support in ammo and eye and ear protection. We’re always talking back and forth, and I have always found them to be very receptive and quick to get back to us. WB: If I found 100 graduates from your First Shots class and asked them what they think, what would they tell me? JK: I think everyone would say that it’s a class that exceeded their expectations, that it was full of useful and important information, and it was fun, interesting, and educational. That they walked away really understanding the importance of proper stance, grip, and sight alignment, and really felt better educated because of attending a class.

WB: What about First Shots surprises students? JK: One of the most brilliant things NSSF does in the First Shots program design is that you only fire one shot, then two, then three, then four, then 10. By doing that five different times, they’re actually building the confidence and comfort level in how to operate and do all the fundamentals. I think it really surprises people to realize how quickly they become comfortable and confident. WB: As a host range, is there anything about First Shots that surprises you? JK: We dedicate six staff members to each class, because we want students on the range to have someone standing right beside them, and I think our staff loves the reaction and the fulfillment they get from the students and from the satisfaction the students get. WB: Is there anything about First Shots I’m not thinking to ask that you would like to add? JK: For us, First Shots is something we’re going to continue to do because we see the value in providing this experience for our customers. I really think it’s just been a huge value add for our business, and we look forward to continuing to support it many years down the line.

NSSF’s First Shots program has helped ranges across the country introduce thousands of individuals to firearms by providing a comprehensive introduction to firearm safety, local ownership requirements, shooting fundamentals, and how and where to continue. To get your range involved in hosting First Shots events, contact Zach Snow, NSSF Director, Retail and Range Business Development, at zsnow@nssf.org.

UPDATE

NSSF DEBUTS +ONE MOVEMENT

n response to studies showing millions of people want to know more about hunting and target shooting, the National Shooting Sports Foundation (NSSF) has announced a powerful new mentorship initiative called the +ONE Movement. “We all know that getting involved in hunting and the shooting sports can be a challenge for people who have never gone before,” said NSSF President Joe Bartozzi. “Having a mentor at your side makes it much easier for someone to get started. With the +ONE Movement, we’re challenging every hunter and target shooter in America to introduce at least one new person to the sports we love.” A major barrier for people wanting to learn about hunting and target shooting is that basic knowledge of these pastimes is not passed down from adults to youth as commonly as it once was. That’s where programs that inspire mentoring—like +ONE—can make a huge difference. According to recent research, if just one in three hunters added a new person to the ranks of hunting, it would secure a strong future for hunting. For target shooting, given that current participation levels are positive already,

adding to the ranks only strengthens this growing community. The +ONE Movement is supported by NSSF’s recently launched LetsGoShooting.org and LetsGoHunting.org. Each site hosts how-to articles and videos from subject matter experts—content that mentors and participants of all skill levels will find valuable—as well as a host of resources for new and existing hunters and target shooters. There are also two brand-new sections created specifically for mentors for both hunting and the shooting sports. NSSF asks all its industry partners, outdoor media, and social media influencers to help spread the word about the +ONE Movement, and everyone in the firearms-owning community to play a role in establishing a secure future for hunting and the shooting sports. Learn more about this effort at letsgoshooting .org/plusonemovement and letsgohunting.org/ plusonemovement.

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NSSF, VETERANS AFFAIRS LAUNCH SAFE FIREARMS STORAGE PARTNERSHIP The U.S. Department of Veterans Affairs announced a formalized partnership with NSSF and the American Foundation for Suicide Prevention to collaborate on a new toolkit that empowers communities to engage in safe firearms storage practices. The toolkit features organizational models for the establishment of safe storage coalitions within local communities and provides detailed examples of safe storage practices. While exploring how to focus our nation’s resources to maximize lifesaving community

engagement, AFSP researchers found, through its flagship prevention program Project 2025 (afsp. org/campaigns/project-

2025/), that by focusing on educating firearms owners, the nation could save as many as 9,500 lives by the year 2025.

CARRY PERMITS IN NATION’S CAPITAL UP 1,440%, OTHER STATES SEEKING CONSTITUTIONAL CARRY

T NEW NSSF INFOGRAPHIC INFORMS CONSUMERS ABOUT SUPPRESSOR BENEFITS Suppressors help to lessen the sound of the muzzle blast. Using suppressors can make shooting firearms safer and more enjoyable, and help make shooting ranges more neighborly. NSSF encourages all retailers licensed to sell NFA firearms and accessories to download our newest infographic at nssf.org/ media/infographics and make it available to their customers. Range owners and operators can also use this infographic to inform their customers about the benefits of suppressor use at their facilities.

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hat’s not a typo. Concealed-carry permits were issued at a rocketing pace after Washington, D.C., authorities shifted their concealed-carry permit scheme from “may” to “shall” issue after a U.S. Court of Appeals for the District of Columbia decision last year. Prior to the ruling, only 123 permits had been issued in the city under the required “good reason” policy, with 77 percent of applications being denied. There have been 1,896 permits issued since, including some that were pending while the case was being heard. The District’s Attorney General, Karl Racine, opted to not appeal to the Supreme Court, fearing an overturned case there

would have national impacts. Three other states—Texas, Georgia, and South Dakota—are all expecting to consider legislation to end carry permits for guns. Bills have already been filed in Texas and pre-filed in Georgia, and many South Dakota voters, who elected Republican Gov. Kristi Noem, are counting on her to pass legislation as well. NSSF’s comprehensive research library includes the latest 2018 Concealed Carry Market Report. Go to nssf.org/research/ to order this and other beneficial reports. Many such as this one are free for NSSF members, while others are offered at a substantial discount from the nonmember price.

© 2019 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.

FEBRUARY/MARCH 2019

by josh fiorini

RETAILER TO OLBOX

Choosing an E-Commerce Platform Going this route may mean going outside your comfort zone

aving an online presence today in retail is almost a necessity for success and, at a minimum, is massively advantageous. The choice to get online can seem to be a no-brainer from a sales-revenue perspective, but getting there is also something beyond the comfort zone of many, as few business owners outside the tech space also consider themselves programmers, coders, or web designers.

Thankfully, there is expert help for hire for anything web-related, as well as a wide range of software products and apps that can drastically simplify the process. Which route is right for you and your business? As with most things, the more customized a solution, the more complex and expensive it is. A custom suit will always cost more than one off the rack—and while Mom may be able to hem your pants, making a full garment from scratch is more than she wants to do. And, boy, does that custom suit feel just right! This analogy brings us to your first decision point in creating an online retail presence: go custom or pre-made? HAVING IT ALL (WILL COST YOU)

Many tech and web design firms are more than happy to code, lay out, and manage a completely custom e-commerce portal just for you. It will look the way you want, capture all the backend data you need, interface with your existing systems (POS or ERP), and be easy to manage from your end with changes made via a phone call or email. However, this type of custom work can be very costly—tens of thousands of dollars at the low end and upwards from there, depending on the features and functionality you want, combined ➤

with the level of maintenance required and the relative uniqueness of the site’s design. If you have a very niche product offering or a largescale sales operation from which you would anticipate millions in online revenue, this avenue can make a lot of sense. Little things matter a lot when factored to powers of 10. But, just as a custom suit doesn’t make sense for many folks, so is the argument against custom web solutions.

companies also offer proprietary site-builder tools, and nearly all allow the integration of WordPress, which is a highly flexible and easy to use html-based framework in which you can import “themes” of your choosing and integrate “plug-ins” such as e-store programs. Indeed, whether you do it yourself or hire a site designer who works with small businesses, it is likely your site will be built on WordPress or a similar platform.

LOTS OF (MORE ECONOMICAL) SOLUTIONS

THE GUN-FRIENDLY CONSIDERATION

Today, there are many web design and e-commerce platforms that can work together (or are the same product) and do a good job at an economical price. Further, these products are now designed to be intuitive and userfriendly to anyone with a bit of computer savvy and some time. Many domain-hosting

Before you commission any work, be sure to mention you are in the shootingsports trade. Many relatively budget-friendly products offered today are both e-stores and site design in one. As you well know, and as I talked about in an article I wrote for NSSF regarding the no-guns policies of

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Shopify and others, you do not want to pay for a beautiful website whose retail-processing functionality prohibits the sale of your products. This is where semicustomizable platforms like WordPress can offer you the ability to work with an affordable site-design contractor or do it yourself, still make a unique-looking site, and provide e-store capabilities through a plug-in. All of the generally gun-friendly e-store platforms (WooCommerce, BigCommerce, and 3DCart) integrate with plug-ins, and all major POS systems (including RapidGun) can integrate with these e-store platforms. In other words, you buy the suit off the rack and tailor the details to your preference. WHAT TO EXPECT IF YOU DON’T GO CUSTOM

Even a semi-customized site using existing software products comes with its share of legwork on your end. You or a contractor will have to do at least some light site-design work, and you and your staff will need to create your own product photos, descriptions, and listings. The latter can actually be potentially advantageous, as many search-engine algorithms give preference to unique content, which means your unique product listings can truly stand out from the crowd.

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by author UPD ATETH E COUNT FROM ER here

fin & feather , iowa city , iowa

Fin & Feather

elebrating its 50th anniversary in 2018, this southeastern Iowa retailer rests 90 miles from Missouri’s northern state line and 50 miles from the Mississippi River and the Illinois state line. The shop boasts a diverse mix of hunting, fishing, camping, and archery products. The gun department keeps five full-time employees, including a gunsmith, and up to 12 part-time employees busy. The firearms inventory typically hovers at more than 700 guns, with a mix that includes handguns, shotguns, bolt rifles, and a few MSRs.

While concealed carry and home defense are sizable segments, this retailer’s unique niche is with hunting firearms and accessories. This shop serves a broad range of customers, from out-of-state hunters to local farmers, urban college students, and staff seeking self-defense tools. The store is open seven days a week, Monday through Friday, from 8:00 a.m. to 8:00 p.m., Saturdays from 9:00 a.m. to 5:30 p.m., and Sundays from 9:00 a.m. to 5:00 p.m.

A BUSINESS FOUNDED ON CUSTOMER FOCUS

Newlyweds Roger and Linda Mildenstein established their family business in 1967. Customer-centric from the beginning, the Fin & Feather name was the result of a customer contest. Located downtown, the storefront opened with four employees. Linda initially took charge of the bookkeeping, while Roger capitalized on his background in customer service from his days of working at a grocery. ➤

In 1998, the store relocated to the south side of Iowa City. The shop’s expansion allowed it to meet growing customer needs, with Fin & Feather now offering a wider selection of products, adding an archery range, and improving parking options. Camping gear and technical soft goods joined the product mix, and eventually watercraft and bicycles made their way into the store. GOING WITH THE FLOW ➤

If you visited the store dur-

ing the ’70s, ’80s, or mid-’90s, you’d have partaken in pancake breakfasts in the parking lot at the opening of pheasant season. It would have been elbow-to-elbow, with upland hunters jamming the lot in a sea of outof-state license plates. “They tell me that the store would stock over 100 shotguns just for the first week. They included Browning A-5s and over/ unders from Wingmasters to Ithaca Model 37s,” says Clint Hartsock, buyer and hunting

Although concealed carry and home defense are sizable segments, this retailer’s unique niche is with hunting firearms and accessories. The nice-looking cases for handguns and optics are actually break-in proof, which means the staff doesn’t have to remove inventory every night from the showroom to a backroom safe.

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by author here

department manager. “Cases of shells would fly out the door. Every out-of-state bird hunter would have a favorite country road ditch to hunt. “Sadly, the state is no longer the upland mecca it once was. Until land practices change, big game will be the priority,” Hartsock says. Whitetails were always important to the region. Rack deer came of age in the ’90s, and they have remained the hunting staple for most Iowa hunters. “It started with the introduction of muzzleloading, which extended the season and range for our traditional shotgun hunters. More recently, last year’s addition of highpowered handgun calibers is now seducing an entirely new collection of deer hunters to purchase,” says Hartsock. Leading the sales list and making strides for this retailer are the .45-70, .44 Mag., and the .450 Bushmaster. CUSTOMER SERVICE THAT WINS THE DAY ➤ During this company’s nascent stage, service was an absolute priority. This core value hasn’t changed during its 50 years. However, the 2016 pre-election boom reinforced that priority. “Things were getting pretty crazy during the ammo shortages and the elections. Our customers kept talking about visiting the area big-box stores,” Hartsock says. “Then they came in telling stories about taking a number and waiting 45 minutes to an hour to buy a gun. When they asked a question, the salesperson would say, ‘If you don’t want it, the next guy will take it.’ Our customers hated it, so much so they came in and told us about the experience— and we listened,” he says.

Living through that experience reinforced the high service standard Fin & Feather pledged to meet. “We may be busy, but everyone gets greeted and asked what they’re looking for. Even when we are with a customer, we check in when someone looks lost. It only takes a second to say, ‘The .22 shells are over in the corner,’ or, ‘I’ll be with you in five minutes,’ to meet the wants and needs of our customers. We have a large stable of part-timers on hand, always,” Hartsock, adds. LEVERAGING THE HANDGUN ADVANTAGE—AND A SECURITY SOLUTION FOUND AT SHOT

Today, as with many dealers, handguns surpass or equal the gross sales numbers for other products in the store. With that kind of demand, this retailer emphasizes that security and display are important parts of the retail mix. Years ago, the shop was broken into one night. Since then, handguns have been secured every evening. “It’s time consuming. There’s always the chance someone will dent or scratch a gun since they’re handled two more times a day,” Hartsock says. “The solution came at a SHOT Show from Display Solutions of Topeka.

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by peter b . UPDATE

mathiesen

The cases are impenetrable, and they keep us from putting a $500 scratch in a Les Baer 1911.” TACKLING NEW PROFIT CENTERS ➤ Significant profits for this store continue to be generated at the handgun counter. Hartsock attributes this to the growth in the number of women shooters. “We still run an average of 15 students, mostly women, through our concealed-carry class. It is a significant factor in closing handgun sales. As many as 80 percent of the concealed-carry participants make a handgun purchase,” he says. With a full-time gunsmith on staff to evaluate them, consignment guns these days are an area that also creates traffic and some of the highest profits in the store. According to Hartsock, in most cases they’re looking at an average margin of 30 to 40 percent for most used and consignment firearms.

LESSONS LEARNED FROM THE COUNTER

While the retail landscape has continued to change, some basic rules of business remain the same for the store.

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Understanding and Embracing Change: Many

The store’s full-time gunsmith evaluates consignment firearms, a significant profit sector.

retailers fight change. They know their inventory and want to stay in their lane, where they’re comfortable selling. But demographics and sports change with the times and the habitat. This retailer has understood and embraced these changes. And by paying critical attention to emerging trends and hunting regulations, Fin & Feather has expanded its diversity and inventory, and stayed profitable. Part-Time Staff Key to a Busy Times: Any time this

store senses a busy season coming on, it reaches out to its larger-than-average stable of part-time employees. This knowledgeable and capable crew is made up of recreational hunters and shooters. Creating Value to Build Customer Loyalty: While

used guns deliver significantly higher profit margins than other inventory, this retailer is careful to maintain accessible prices for its customers. This practice creates loyalty and consistently high traffic. “From the Counter” is the NSSF timely industry perspective from firearms retailers across the country. Our goal is to identify and highlight innovative market strategies helping retailers compete more successfully. Lessons learned will be drawn from an array of regions.

FEBRUARY/MARCH 2019

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UNDERCOVER SHOPPER

Gunless in Seattle In the search for a grandson’s ﬁrst riﬂe, hope lies on the near horizon

n a city once rich with great gun stores—in particular, Warshal’s Sporting Goods on 1st Avenue, and even Eddie Bauer in early greatness on 5th and Pike, which carried a few fine shotguns— local sports now need to travel to shop for a 10-year-old grandson’s first rifle. The Emerald City is a contender to lead the left coast with anti-shooting sentiment, and big-box stores sit safely out of range an hour north and south, but there are friendly environments for hunters and shooters in the nearby suburbs.

STORE A

SELF SERVICE My first visit was one of convenience, a small-box sporting goods retailer in a shopping center off I-90, east of Lake Washington. It’s a

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survivor in the land of REI and other corporate posers and the easiest place to buy a hunting license when the state website isn’t working. But judging from the cluttered floor space, survival is

about selling discounted sports apparel. They do, however, have a small gun wall, and recently I stared at the selection for five minutes before an employee wandered over, clearly not

enthused about being paged. I quickly explained my mission, and after a brief inventory review, he half-heartedly recommended a Daisy BB gun because that’s what he started with. I thanked him for his time and a few price checks, then left. STORE B

HIDDEN GEM Location, location, location works for up-selling real estate, but not necessarily for a gun store tucked into the lower corner of a neglected two-story office building, with dirty, empty office spaces as neighbors. When you walk into the small end unit, however, the space expands into a well-lit, immaculate sales room. A staffer immediately greeted me and asked how he could help. After learning my interest, he apologized for the small selection (“we deal mostly in selfdefense”) and offered two appropriate prospects for handling. The user-friendly company website shouts low prices in every important category found in a big-box store, and the staffer said, “Just pick out what you want and we’ll have it for you in three days.”

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STORE C

SPIT-POLISHED As soon as I walked in a Lynwood gun shop named for its location, a young lady politely directed me to a crisp, clean display of artillery and the tutelage of one who could be the Rogue Warrior Richard Marcinko’s younger brother. The staffer helped clarify my interests, offered many alternatives in youth-sized rifles, and talked about growing up with a Ruger 10/22. When I asked about an air rifle, he referred me to a friend who

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PIXEL PUSHERS

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How’d They Do? Customer Service

Product Knowledge

Product Availability

�� Their mothership of customer service is the check-out counter. Useful encounters with friendlies elsewhere in the enterprise unknown.

�� Minimal. A salesperson has to have an interest and reason to know more to share more. It’s much easier to sell a discounted sports team hoodie.

�� Decent inventory on the website, and I would consider a price-competitive purchase to support one of the very few local outlets to service last-minute shooting and hunting needs.

�� Quick hello and very relaxed personal attention. Staffer didn’t lose interest in my needs as quickly as I lost interest in their very few choices.

�� Hard to talk about a limited inventory on hand. Staffer thought he might buy the Ruger Rascal for a camping trip. Self-defense and plinking don’t mix.

�� The very limited inventory in store should have been obvious at first glance, but its website has a huge listing of youthsized rifles at good price points.

�� Staffer was like having your own personal firearm shopper. Exceptional enthusiasm and expertise. High staff camaraderie.

�� Complete. You just knew he had more good answers than you had good questions. He rightfully suspected I had little interest in the shiny new youth rifle designs.

�� Excellent selection in store and no hesitation to make referrals. Its distributor markup is not a state secret, and their pricing is very competitive.

�� Staff had a wide range of shooting and hunting expertise. Two more staffers weighed in with additional advice. A friendly neighborhood barbershop masquerading as a gun store.

�� New and used choices with proud emphasis on carrying firearms made only of wood and steel. Like Grandpa’s.

�� Great selection of more traditional firearms, including options not discussed elsewhere.

STORE

SCORING SYSTEM:

owned a nearby gun shop with a larger selection and, as it happens, a used Stevens “Springfield” Model 38 that could be a worthwhile winter project. The staffer certainly wanted me as a customer, but more important he was genuinely interested in a smart, no-regret decision. The woman-owned

Outstanding: ��

Very Good: ��

company supports a lively, interactive website, too. STORE D

URBAN OASIS ➤ Renton is, perhaps, best known for a Boeing assembly plant that cranks out at least a new 737 every day—when they have all the parts. Downtown Renton is also the

Winner: STORE

Average: ��

opposite of booming Seattle/ Bellevue—old, one-story buildings and streets and storefronts with not much going on. In the middle of this oasis from unbridled, noisy urban growth, however, is a gun shop that Norman Rockwell would paint for a Saturday Evening Post cover. The place is jammed with

Store D by one point. And that came from a salesman/firearms instructor who reminded me of the teaching value of a bolt-action over a semi-automatic for a new shooter. And buying a firearm to grow into as fast as a young shooter grows out of his clothes.

Pinto’s Gun Shop 224 Wells Ave S. Renton, WA 98057 425-227-9280 pintosguns.com

Fair: ��

Poor: �

taxidermy—raccoons to Cape buffalo—and cool hunting and shooting memorabilia. A 10-year-old would want his treehouse to look like the upper wall of this shop. The staff reception was warm and all opportunities by major brands clearly described. Time for an “unplanned” visit with my grandson.

FEBRUARY/MARCH 2019

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FIRIN G LINE

BY TOM MCHALE

Multiple Options Springfield Armory’s XD(M) OSP Threaded Pistol gives you several home-defense choices

hat makes the perfect home-defense firearm? Like modern politics, the truth behind that answer seems to be whatever you want it to be. I have to confess that I’ve waffled over the years. For a time, my choice was a handgun, later upgraded to a handgun with a laser. Then the trendy solution in my home became a handgun with a laser and a weapon-mounted light, stored right next to a handheld flashlight. Later still, the correct answer became a tactical shotgun, subsequently upgraded with red-dot sight, laser, and light. The modern sporting rifle is the current bedside choice, geared up with a suppressor and an Aimpoint PRO red-dot sight. However, just like fashion trends, what’s old is new, or something like that, and now I’m drifting back to a handgun solution.

With a Vortex red-dot sight and a CTC laser sight, the Springfield XD(M) is a fullfeatured home-defense handgun.

What caused all this flipflopping? Indeed, the portability aspect of a handgun is a big plus. The combination of a large-capacity magazine, easy handling, and shortrange use are all important factors as well, as is the ability to operate one with a single hand, leaving the other free for a flashlight or phone. Enter the new Springfield Armory XD(M) OSP Threaded Pistol. Although the feature set might place it squarely in the “geared-up tactical ninja” category, the stock model makes for a pretty good home-defense solution, too. Let’s take a look.

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Like the previously released Springfield Armory XD(M) OSP pistol, this new model has a slide cut for mounting an optical sight. In fact, one of the two current models ships with a Vortex Venom sight installed. Optics don’t mount directly to the slide, so to fit a variety of red-dot types from different manufacturers, Springfield Armory includes three different mounting adapter plates with the XD(M) OSP Threaded pistol. Plate number 1 fits the Vortex Venom; plates 2 and 3 are configured for other models, such as the Burris FastFire, Leupold Deltapoint, and Trijicon RMR,

FEBRUARY/MARCH 2019

just to name a few. The new pistol red-dot optic from Crimson Trace should be compatible as well. If you want to shoot sans optics, the company includes a filler plate the covers the slide cutout. Springfield also equips this pistol with suppressor-height front and rear sights. They’re co-witnessed in the bottom area of the Vortex red-dot window, so if your electronics go down, you still have a viable sighting option. If you don’t want the Vortex Venom, you can order the pistol without an optic. (The sight-less model is $750; the Venom-equipped model

is $958.) The model shown here includes the Vortex, and so far, I like it. It’s got a wide and obstruction-free viewing area, and you can leave the dot on forever in one of its operating modes, an important home-defense feature. The pistol comes out of the box with a threaded barrel, but the company includes a standard barrel, too. The standard barrel, by the way, will save you about a half inch of overall length. As an experiment, I’ve mounted a Crimson Trace Rail Master Pro unit on the rail. That adds a red laser and 100-lumen weapon light to the package. Given the offset of the light and laser, both clear the suppressor body with room to spare. The laser adds another sighting option for low-light conditions, with or without a silencer in place. The XD(M) OSP Threaded is available in 9mm and ships with two 19-round magazines. Big capacity plus intuitive and low-light-compatible optical sighting define a solid home-defense option in my book. The threaded barrel and its corresponding lack of muzzle blast simply add icing to the cake. (springfield-armory.com)

BY ROBERT F . STAEGER

FYI

Coolers, Your Way Otterbox brings its phone case know-how to coolers and dry bags

ack in 1974, Burger King differentiated itself from McDonald’s with a slogan that stayed with the company for decades: “Have It Your Way.” The pitch was successful because it spoke to something every customer wants: a product just for them. When we buy something, we like to customize it—even if it’s just a matter of holding the pickles.

And if you’re looking to sell customizability in your camping section, Otterbox is on the job. Best known for its rugged smartphone cases, Otterbox was founded by Curt Richardson in 1998. His first products were dry boxes for sportsmen and professionals who had equipment they needed to protect from the elements. Starting with the debut of the BlackBerry, the company pivoted to smartphone cases—essentially, sturdy dry boxes with a clear face for touchscreens. Now Otterbox is letting its outdoors roots sink a little deeper. “We wanted to get back to being the rugged outdoor company we started as,” says Kristen Tatti, the company’s communications manager. So, in 2017, the company brought its dry boxes back, and with them introduced the Venture line of hard coolers and its Elevation drinkware. In 2018, it followed up these products with a soft cooler (the Trooper) and the Yampa dry bag. It was a natural transition. The Venture cooler uses injection molding, the same manufacturing process as the company’s dry boxes and smartphone cases. Unlike roto molding, injection molding offers greater precision and durability. “It’s a very trusted, repeatable process,” says Tatti. “A Venture cooler is going to be like every other Venture cooler on the shelf.

The Venture is Otterbox’s new line of premium hard coolers. Each is built to withstand years of hard use.

You’re not going to get differences in weight, variances in seams, or anything like that.” That consistency makes customization possible. The coolers are designed with a modular rail system that accommodates a wide variety of useful accessories that can snap right in. “If we weren’t able to manufacture with such a high level of repeatability, that wouldn’t work,” says Tatti. “Since these are precision-molded, our accessories will always clip on properly.” On the outside, buyers can attach a bottle opener (included with every cooler), a side table, drink holders, a storage pouch, or even clips for Otterbox dry boxes. On the inside, users can add separators or shelving. And there are places to clip on rugged, all-terrain wheels, making it easy to haul a loaded cooler into camp.

But customizability doesn’t mean much if the product doesn’t work as advertised. The Venture delivers industry-leading ice life, up to two weeks in ideal conditions. The Trooper’s ice life is shorter, but it’s intended more for weekend trips. And like the Venture, it can take on plenty of accessories. The Elevation drinkware offers similar customization. The lids are one-size-fits-all, from the 10-ounce tumbler to the 64-ounce growler. As with the coolers, the standardization makes it easy to customize. There are specialty lids to make it a hydration bottle, lids with a built-in straw, and even a cocktail-shaker lid. “The same tumbler you’re drinking coffee out of in the morning can be used for camp cocktails in the evening,” says Tatti. Otterbox’s newest outdoor product is the Yampa dry

bag, launched last summer. The bags are waterproof and have high-density foam padding inside for impact protection. They also have straps for backpack or briefcase carry. And they’re extremely buoyant; to demonstrate this, an Otterbox engineer strapped a bunch of Yampas together and used them as a raft for a trip down the Poudre River, near the company’s testing lab in Fort Collins, Colorado. Unlike the other products, there are no accessories for the Yampa—yet. “Our engineers are mad scientists, so you never know,” says Tatti. “They’re outdoorsy guys, and are always thinking about new ways to use these products.” Keep in mind, none of these products are cheap: They’re meant to provide years of use, and are priced accordingly. “We like to look at our products as an investment,” says Tatti. “This is a product you can have for a lifetime, and it can continue to adapt and meet your needs throughout your life, with all those accessories. All our products have a lifetime warranty. You’re paying a premium price for a premium product.” And once one of the original products is purchased, there’s always an opportunity to sell more accessories down the line. The customer gets a lifetime of use, and you get a lifetime of sales. (otterbox.com)

FEBRUARY/MARCH 2019

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COME CELEBRATE THE EXPANDED OUTDOOR LIFE / FIELD & STREAM EXPO SERIES! See the pages of Outdoor Life and Field & Stream come to life.

2019 SEASON LOUISVILLE, KY January 18-20

COLUMBUS, OH March 15-17

LANSING, MI March 8-10

MADISON, WI March 29-31

LAKELAND, FL JULY 26-28

The EXPO will feature top companies, gear, equipment, and the latest products. Whether you are thinking about the next hunt, a new adventure, or just have a passion for the outdoors, the EXPO will have what you need. Fans will have the unique opportunity to shop and also meet & greet with the most knowledgeable people in the industry. There will be show deals, trophy contests, feature displays, seminars, archery, shooting ranges, exhibits and more!

Get more info at FieldandStreamExpo.com

27 february/march 2019

optics 2019

Opt ics m an u f ac tu r er s ar e emb ra cin g te ch n o lo g y in a bi g w ay By R o be r t Sad owsk i

shot business optics 2019

THE CLEAR OBJECTIVE OF OPTICS MANUFACTURERS THIS YEAR IS TO TAKE FULL ADVANTAGE OF AVAILABLE TECHNOLOGY TO KICK PRODUCTS INTO HIGH GEAR. FOR EXAMPLE, YOU’RE GOING TO SEE RIFLESCOPES THAT TALK (VIA BLUETOOTH) WITH LASER RANGEFINDERS AND CUSTOM BALLISTIC DATA TO MAKE THAT LONG SHOT EASIER. FIRSTFOCAL-PLANE -PLANE SCOPES (FFP), WHICH TRADITIONALLY HAVE BEEN MORE EXPENSIVE THAN SECOND-FOCAL-PLANE -PLANE (SFP (SFP) SCOPES AND SEEN LIMITED DEPLOYMENT, ARE NOW MOVING VING RESULT, TO CENTER STAGE. AS A RESULT FFPS ARE NOW BEING OFFERED AT A WIDE RANGE OF PRICE POINTS. FINALLY, OPTICS FOR CONCEALED-CARRY PISTOLS ARE BECOMING A TREND, AND MANY BRANDS ARE NOW OFFERING RED-DOTS WITH SMALL FOOTPRINTS.

barska The 1-8x24mm SWAT-AR scope is designed for accurate close- to mid-range or MSR-style rifles.

Aim poi nt The Advance Compact Reflex Optic (ACRO P-1) is a compact, non-magnifying red-dot sight developed for use on pistols that’s powered by a single CR1225 battery (up to one year of continuous operation). What sets this sight apart from other reflex red dots is the unit is completely enclosed, making it more durable in the field. SRP: $660. (aimpoint.com)

Barska The 1–8x24mm SWAT-AR riflescope (SRP: $269.99) is designed for accurate closeto mid-range or MSR-style rifles. Features include a variable illuminated mil-dot reticle with adjustable reticle brightness. Comes with scope caps and a 30mm cantilever scope mount. (barska.com)

Bushne ll With three new optic lines—Prime, Nitro, and Forge—Bushnell has all price points covered for scopes, spotters, and rangefinders. Prime is a features-packed budget line that includes a high-end EXO barrier coating. Prime riflescope models include a 1–4x32mm (SRP:

$155.95), 3.5–10x36mm (SRP: $179.95), 3–9x40mm (SRP: $215.95), 4–12x40mm (SRP: $275.95), and 6–18x50mm (SRP: $359.95). All are second-focal-plane scopes. Two Prime laser rangefinders include a 5x20mm (SRP: $239.99) and 6x24mm (SRP: $194.95). Both feature an ARC Mode for angle range compensation with uphill and downhill shots. Prime spotting scopes feature a roof-prism design and come in three configurations, a 16–48x50mm (SRP: $359.99) and two 20–60x65mm models with either a straight or angled eyepiece (SRP: $431.95). All have waterproof construction and a lifetime warranty. Value-priced Prime roof-prism binocular models are waterproof and come in six models: 10x25mm (SRP: $107.95), 8x32mm (SRP: $143.95), 10x28mm (SRP: $155.95), 8x42mm (SRP: $167.95), 10x42mm (SRP: $179.95), and 12x50mm (SRP: $215.95). Hunters and precision shooters alike will find that the Nitro line offers a higher level of performance. These second-focal-plane riflescopes come in 35 configurations and feature the EXO Barrier lens coating, side parallax adjustment, flip-up Butler

BINOCULARS BY GREGOR CRESNAR FROM THE NOUN PROJECT

february/march 2019

aimpoint The Advance Compact Reflex Optic (ACRO P-1) is a compact, non-magnifying red-dot sight developed for use on pistols.

Creek scope covers, sun shade, and multiple ballistic reticle options. Models range from 2.15–10x44mm (SRP: $419.95) up to 6–24x50mm (SRP: $839.95), and come in either a matte-black or matte-gray finish. The Nitro 6x20mm laser rangefinder (SRP: $359.95) can range out to one mile and beyond. It features ARC, Scan, Brush, and Bullseye modes to suit the situation. Two Nitro spotters—15–45x65mm (SRP: $719.95) and 20–60x65mm (SRP: $899.95)—feature ED prime glass with Bushnell’s EXO Barrier coating. The three new Nitro binocular models feature a roof-prism design, ED Prime Glass lenses with EXO Barrier lens coating, and a rubber armor housing to protect the binoc-

ular from rough use. Configurations include a 10x25mm (SRP: $299.95), 10x36mm (SRP: $359.95), and 10x42mm (SRP: $419.95). All feature a gunmetal gray finish and pebble texture for a sure grip. The Forge line offers many of the features and technologies ported over from the high-end Elite Tactical line. The three riflescope models include a 2.5–15x50mm (SRP: $899.95–$1,019.95, depending on reticle), 3–18x50mm (SRP: $959.95–$1,079.95, depending on reticle), and a 4.5– 27x50mm (SRP: $1,079.95– $1,139.95, depending on reticle). All are second-focalplane scopes with side parallax adjustment and exposed zero-stop turrets. Available in matte-black or matte-bronze

bushnell Forge binoculars (four models ) have an antireflection coating on lenses and prism for bright images.

shot business optics 2019

bushnell Prime laser rangefinders include a 5x20mm and a 6x24mm. Both feature an ARC Mode for angle range compensation with uphill and downhill shots.

centerpoint The new 3-9x40mm FFP riflescope is an economical, first-focalplane, etched-glassreticle model.

finish. Forge spotting scopes come in three variants, a 10–50x60mm (SRP: $1,379.99) and two 20–60x80mm models with either a straight or angled eyepiece (SRP: $1,439.95). All offer ED Prime Glass lenses that deliver true-to-life color, even in low-light conditions. Forge roof-prism binoculars come in four models: 10x30mm (SRP: $419.95), 8x42mm (SRP: $551.95), 10x42mm (SRP: $575.95), and 15x46mm (SRP: $959.95). All have an anti-reflection coating on lenses and prism for the

brightest images, and PC-3 phase coating on the prisms to enhance resolution and contrast. (bushnell.com)

zero-locking and resetting capabilities, ballistic MOA reticle, glass-etched reticle, and one-piece 30mm tube body. (crosman.com)

Cen te rPoin t The new 3–9x40mm FFP riflescope (SRP: $179.99) is an economical, first-focal-plane, etched-glass-reticle model. The scope features a onepiece 1-inch tube, multicoated lenses, and side parallax adjustment. The new 3–12x44mm PLT (Precision Lock Turret System) riflescope (SRP: $129.99) features

Crimson Trace Corp. CTC is getting into more traditional riflescopes designed to meet the needs of tactical, long-range, hunting, and recreational users. The line ranges from a 1-4x24mm to a 5–25x56mm (SRP: $499 to $1,999). All scopes feature an illuminated

february/march 2019

gpo The Passion HD binocular is built on a high-performance magnesium frame.

custom reticle in the first focal plane, either 30mm or 34mm one-piece tubes, and flip-up caps. The new line of red-dot sights for pistols and long guns includes five new products designed for 3-Gun competitors, home defenders, hunters, and recreational plinkers. The CTS-1000 is a closed red-dot sight with a 2 MOA aiming reticle designed for use on a rifle. The CTS1100 is a 3.5X battlesight with a custom and fully illuminated Crimson Trace advanced hybrid BDC reticle. This sight is designed primarily for use on a long gun. The CTS-1200 is a red-dot reflex sight that is compact, uses a 3.25 MOA aiming reticle, and is designed for mounting on a pistol. The CTS-1300 is a compact, open red-dot sight with a 3.5 MOA dot. This sight is designed for use on a long gun and delivers a wide field of view. The CTS-1400 is similar to the CTS-1300 except it incorporates a motion-detection system to auto shutoff and save battery life. The new Lasersaddle LS-250 red laser sight (SRP: $169) and LS-250G green laser sight (SRP: $219) are designed specifically for the Mossberg Shockwave. The simple-to-install Lasersaddle sight secures to the firearm’s receiver and upper area, and operates with three distinct activation points, including one that can be accessed by left-handed users. The batteries can also be easily changed via a rapid-change battery cap on the sight’s exterior;

flir The Scion thermal monocular is available in two variants: the OTM (Outdoor Thermal Monocular) is for outdoor applications and the PTM (Professional Thermal Monocular) is designed for law enforcement use. Both have advanced features.

the laser sight does not have to be removed from the firearm during this operation. The Lightguard (SRP: $89) series features a 110lumen LED light that seamlessly attaches to the accessory rail of popular compact pistols from Smith & Wesson, Springfield Armory, SIG, Glock, and Ruger. New to the Laserguard (SRP: $229, red; $309, green) product line are red and green laser diodes for Smith & Wesson’s M&P .380 Shield EZ and the SIG P365 pistols. The new CWL-300 (SRP: $69.99) is a compact, handheld tactical light that pushes 200 lumens of LED light. It runs off one CR123A battery and has four operation modes: high beam, low beam, momentary, and constant. (crimsontrace.com)

FLIR The Scion series thermal monoculars (SRP: $2,495) are available in two options: the OTM (Outdoor Thermal Monocular) for outdoor applications and the PTM (Professional Thermal Monocular) designed for law enforcement use. Both types are packed with advanced features like Bluetooth connectivity. (flir.com)

crimson trace The Lasersaddle laser sight is designed specifically for the Mossberg Shockwave.

shot business optics 2019

hi-lux The ART M1000-Pro Automatic Ranging Trajectory (ART) scope uses an integrated mount that provides external adjustment through the trajectory cam to match your ammo’s trajectory curve.

GPO USA The Passion HD binocular series is German designed and engineered and is built on a durable, high-performance magnesium frame. Other features include a popup locking center-focus diopter, smooth-rotating locking eyecups, and a magnesium micro-bridge for maximum hand-holding comfort. Models include an 8x42mm (SRP: $1,088.88), 10x42mm (SRP: $1,111.10), 8.5x50mm (SRP: $1,399.99), 10x50mm (SRP: $1,422.21), and 12.5x50mm (SRP: $1,444.33). For your hunting customer, the new Passion 4X 6–24x50mm riflescope (SRP: $1,111.10) features a 30mm machined aircraft-grade aluminum main tube, MOA ballistic reticle, ¼ MOA target turrets for long-range dialing, GPObright hightransmission lens coating technology, and Passiondrop hydrophobic exterior lens coatings. (gpo-usa.com)

Hawke Opt ics

hawke optics The Frontier HD X binoculars include two models: a 8x32mm and a 10x42mm. These roof-prism binos offer multicoated lenses, high-resolution BAK-4 roof prisms, and a lightweight, rubber-coated, magnesium alloy chassis.

The flagship Frontier line of riflescopes ($449 to $899, depending on reticle style) has been updated with new features like an exposed tactical turret with zero stop and index-matched lenses. FFP and SFP reticles are available. SFP models include 2.5– 15x50mm and 5–30x50mm. FFP variants include

february/march 2019

leica The Rangemaster CRF 2800.COM is compatible with a new Leica hunting app via smartphone and Bluetooth technology.

3–15x50mm and 5–25x56mm models. The Frontier HD X binoculars include two models: a 8x32mm and 10x42mm (SRP: starts at $289). These roof-prism binos offer multicoated lenses, high-resolution BAK-4 roof prisms, and a lightweight, rubber-coated, magnesium alloy chassis. (us.hawkeoptics.com)

Hi-Lux To celebrate the 50th anniversary of the Automatic Ranging Trajectory (ART) riflescope, Hi-Lux is introducing the latest version of James Leatherwood’s innovative method of simplifying long-range shooting, the Hi-Lux ART M1000-Pro (SRP: $515). The 2–10x42mm ART scope uses an integrated mount that provides external adjustment through the trajectory cam to match your ammo’s trajectory curve. Once the known-size target is framed, the ART scope will automatically compensate for bullet trajectory from 200 to 1,000 yards. (hiluxoptics.com)

Konus Konus uses LCD technology to generate 10 different reticle patterns at the touch of a button in the EL-30 4–16x44mm riflescope (SRP: $469.99). Reticle patterns can be changed at the click of a button to suit a host of varied hunting applications as well as target shooting, long-

range precision, and tactical use. Three new digital nightvision devices include a 3–8x50mm riflescope (SRP: $1,219.99), a 3.5–7x50mm binocular (SRP: $489.99), and a 1–5x compact monocular (SRP: $399.99). All three units have photo and video recording capabilities, can be used day or night, and include total-darkness IR illuminators. The popular M30 line will see the 1–4x24mm (SRP: $224.99) and the 1.5– 6x44mm (SRP: $259.99) with a German-styled post reticle with a dual-illuminated circle dot in blue and red. These scopes are well suited for close-quarter, tactical, and dangerous-game usage. (konuspro.com)

Leapers/UTG New to the UTG Super Slim RMR mount series are UTG Super Slim mounts (SRP: $22.97) for the Trijicon MRO and Aimpoint T1. These precision CNC-

machined mounts utilize locking Torx screws and square-shaped, integral recoil stops for a secure zero hold on any Picatinny-style rail. Also new are 45-degree Super Slim optic mounts (SRP: $22.97) for the RDM20 Reflex Micro Dot and Trijicon RMR. Their lowprofile mounting bases easily fit under most flat-top mounted scopes on MSRs for a quick and natural transition to a non-magnified optic for use on close-in target engagements. (leapers.com)

Lei ca The new Rangemaster

konus The EL-30 4-16x44mm riflescope offers 10 different reticle patterns.

CRF 2800.COM (SRP: $1,099) is the first dedicated compact laser rangefinder capable of measurements up to 2,600 meters/2,800 yards, and is compatible with a new Leica hunting app via smartphone and Bluetooth technology. The Leica ABC Ballistics can be customized directly through a smartphone as well as a Kestrel Elite weather meter. (us. leica-camera.com)

shot business optics 2019

Leupold The Santiam HD line is purpose-built for the diehard hunter who may need to glass for hours on end. Additions to the BX-5 Santiam HD binocular line include an 8x42mm (SRP: $1,195.99), 10x42mm (SRP: $1,247.99), 10x50mm (SRP: $1,299.99), and 12x50mm (SRP: $1,403.99). Binos are available in Shadow Gray and Sitka Subalpine finishes. The new SX-5 Santiam HD 27–55x80mm spotting scope (SRP: $2,339.99) is available in both straight and angled models, and in a Shadow Gray finish. Both binocular and spotter models feature Twilight Max HD, which combines exceptional light transmission and glare management for vivid images and performance in low-light conditions. (leupold.com)

Meopta The patent-pending DichroTech 4D reticle automatically adjusts color tone and intensity in varying light conditions without the use of

leupold The SX-5 Santiam HD 27-55x80mm spotting scope is available in both straight and angled models and in a Shadow Gray finish.

a battery. It also features a 4 MOA red dot in the center of the reticle. The dot and crosshairs are activated by ambient light. The reticle appears bright red in daylight conditions, but in lower light, depending on the background, the red may change to a light green for better contrast. In addition, and unlike the standard black reticle, the colored reticle is mostly transparent, which allows for a more complete field of view, particularly at higher magnifications. The DichroTech 4D reticle will be offered in the 30mm MeoStar R1 3–12x56 with an FFP reticle (SRP: $999.95) and MeoStar R1r 3–12x56 with an SFP reticle (SRP: $999.95). (meoptasportsoptics.com)

Meprolight The MicroRDS reflex reddot sight is designed for use on handguns or as a backup sight on a rifle. The unit features a large display window and a clearly defined 3 MOA red dot for fast target acquisition. It runs on one CR2032

battery. An optional Quick Release adaptor with backup tritium sights is available. The NYX-200 device is a compact and lightweight multi-spectral thermal firearm sight and held-hand device. This unit can be used at night or day with a high resolution 640x480, 17μ thermal core. The unit also provides image capture and video recording on an internal SD card.

struction in lieu of traditional brass. Other features include Zlock locking windage and elevation knobs, a Zstop elevation return-to-zero system, and AutoLive technology that detects movement to resume reticle illumination at the prior brightness setting.

(meprolight.com)

The RMS-W (SRP: $400) is a reflex red-dot handgun sight designed to resist damage from water or other harsh environmental conditions. A gasket creates a watertight fit between the pistol’s slide and the battery compartment without the need of a special mounting plate. It will remain watertight at depths of up to 20 meters for 30 minutes. Other features include aerospace-grade aluminum construction, fast automatic brightness adjustment, a low profile to cowitness standard iron sights, and a two- to three-year average battery life with a standard CR2032 battery.

Ni ght force Opti cs New to the attractively priced SHV line of riflescopes is the SHV 3–10x42mm (SRP: $985). It’s available with illuminated MOAR or Forceplex reticles and is ideal for use in lowlight situations. The ATACR series of premium scopes sees the addition of the ATACR 4–16x50mm F1 (SRP: $2,500), which features a 50mm objective lens, Nightforce’s patented ZeroStop elevation with adjustment of 100 MOA or 30 mils of elevation travel, ED glass, MOAR or Mil-C reticles, and an integrated Power Throw Lever (PTL) that allows fast magnification changes in any conditions. (nightforceoptics.com)

Prim ary Arms Opti cs Mainly known for AR and AK parts and accessories, Primary Arms is introducing a new line of FFP scopes. The new GLx4 series is available in three variants: 2.5– 10x44mm, 4–16x50mm, and 6–24x50mm (SRP: $749 to $899). The turret system uses stainless steel, hardened steel, and aluminum-alloy con-

(primaryarms.com)

Shi eld Sights

(shieldsightsusa.com)

SIG Sauer The Ballistic Data Xchange (BDX) rangefinders and riflescopes with integrated Applied Ballistics and wireless Bluetooth technology take long-range shooting to the next level. BDX technology enables ballistic holdover information to be shared wirelessly between the BDX rangefinder and riflescope. The BDX family of rangefinders includes the Kilo1400BDX, Kilo1800BDX, Kilo2200BDX, Kilo2400BDX, and Kilo3000BDX. These rangefinders include the Lightwave DSP digital range-

february/march 2019 finder engine, Hyperscan (with a scan rate of four times per second), RangeLock, and the Lumatic auto-adjusting display. Sierra3BDX riflescopes are available in 3.5– 10x42mm, 4.5–14x44mm, 4.5–14x50mm, and 6.5– 20x52mm. They feature HD glass, 30mm main tubes, sidefocus parallax adjustment, and the LevelPlex digital anticant system. The new Romeo8H 1x38mm red-dot sight is designed for law enforcement, military, and civilian sport shooting. This sight is built for severe conditions and rapid target acquisition in any environment and features a ballistic reticle for shooting at distance and a quad ballistic circle-dot reticle with ballistic holds. (sigsauer.com)

Steiner The new BluHorizons Series is the first sunlightadaptive binocular for all light conditions. Steiner’s Autobright Sunlight Adaptive lens technology automatically adjusts brightness for the best view in any lighting situation. Two models are available. The 8x22mm (SRP: $219.99) is compact and lightweight (only 8.8 ounces) and fits in a pocket. The 10x26mm binocular weighs 10.6 ounces and offers 10X magnification. Both models feature Steiner’s Fast-CloseFocus system. (steineroptics.com)

Styr k a The S3 red-dot reflex sight (SRP: $289.95) is a multiplatform optic for hunting, competition, home defense, and recreational shooting applications. Available in

shield sight The RMS-W is a reflex red-dot handgun sight designed to resist damage from water or other harsh environmental conditions.

two configurations, 3 MOA dot or 6 MOA dot, the optic is well suited for handguns, MSRs, and shotguns. Features include unlimited eye relief, 1X magnification, and 10 brightness settings. The sight automatically shuts off after one hour of inactivity. The sight’s body is constructed of 6061-T6 aircraft-grade aluminum alloy for durability and strength. (styrkastrong.com)

Swarovsk i The new dS represents a completely new generation of riflescope. The dS shows not only the correct aiming point, but also the key ballistic data in the heads-up display without any distraction and in real time. With the press of a button, the dS measures the exact distance to the target, having factored in the magnification setting, air pressure, temperature, and angle. The scope connects with a smartphone to exchange data. (swarovskioptik.com)

Trijico n Two new AccuPower 4.5– 30x56mm and 5–50x56mm

riflescopes offer flexibility and long-range performance. The 4.5–30x56mm variant is available with either a first(SRP: $2,675) or secondfocal-plane reticle (SRP: $2,600). FFP reticles provide fast target placement and a wind-hold dot system, while the uncluttered SFP milling reticles help users range targets with pinpoint precision. For extreme long-range performance, the AccuPower 5–50x56mm SFP riflescope (SRP: $2,700) features precise milling and holdover reticles calibrated in both MOA and MRAD. Both feather a 34mm tube, 100 MOA of elevation, and 50 MOA of windage adjustment. (trijicon.com)

TruGlo The new Nexus hunting scope is available in two variants, a 3–9x42mm and a 4–12x44mm. Both feature a rubber-coated speed-focus eyepiece; multi-coated lenses for maximum brightness, clarity, and contrast; protective lens cap covers; and fingertip-adjustable windage and elevation turrets. Available with a duplex reticle or MOA-based BDC reticle. (truglo.com)

vortex The Fury HD 5000 10x42mm rangefinding binocular offers convenience, speed, and efficiency.

Vorte x The new Fury HD 5000 10x42mm rangefinding binocular (SRP: $1,599) offers convenience, speed, efficiency, and valuable dual-purpose functionality. The ranging capability to reflective targets is out to 5,000 yards with .1 increment accuracy out to 999.9 yards. Other features include an illuminated right-barrel display, as well as angle-compensation, line-of-sight, and scan modes. The all-new “last” mode gives the range reading off the object farthest away. (vortexoptics.com)

optics feb|march 2019

Many elk hunters install high-power scopes now, though most bulls still fall inside 250 yards.

PHOTOS BY THE AUTHOR

Hunters and shooters are driving demand for bigger riflescopes. Such scopes come with nice margins, but if you can’t explain the features, you won’t be able to close the deal

By Wayne Van Zwoll

optics feb|march 2019

Townsend wnsend Whelen’s W 1936 classi classic Telescopic Rifle Sights reflected the wisdom of another era. At one point, he wrote that internal windage/elevation adjustments were features of “more practical importance than [the] increased magnifying powers of other scopes.” Such performance was coveted in that long-ago day by practical hunters such as Grancel Fitz. A Hensoldt Zeilklein 2¾X on a Griffin & Howe .30/06 helped Fitz take fine specimens of every big-game animal in North America. More than 40 trips, from the Arctic to the tropics, proved that scope’s effectiveness and versatility.

Now variable scopes with six-times power ranges (top magnification six times the bottom) boast illuminated reticles, focus/parallax correction, and arc-matched elevation dials. We take for granted their fogproof innards, fast-focus eyepieces, and resettable, zero-stop W/E adjustments. But as with truck tires and forklifts, there are practical size and weight limits to riflescopes. Some now nudge that ceiling. The Zeiss V8 4.9–35x60 Victory scales 34 ounces with a 36mm tube. Nightforce markets a 40-ounce 5–25x56, Vortex a 48-ounce Razor HD 4.5–27x56, both with 34mm pipe. Fitz’s scope had a ⅞-inch (22mm) steel tube and a 19mm front lens. It weighed 8 ounces. A few years later, a ⅞-inch alloy tube held Leupold’s 2½X Plainsman to 4½ ounces.

Why now the monsters? Applications have changed. Fitz wasn’t banging 1,000This Savage 340 wears a Weaver B6, made from 1954 to 1966. It still works fine.

yard steel. Also, the optics, electronics, and tolerances in today’s glass were no more available to Depression-era engineers than smartphones. And yet... A scope is a sight to help you aim. Above all, it must help you see. What you see is really the play of light on objects. At night, we’re blind to landscapes and animals clearly visible at noon. Scopes trump iron sights in weak light, but not just because they magnify. Lenses can make images brighter and sharper, improving resolution. The real advances in scopes aren’t dimensional; they have to do with image quality and mechanical integrity. Optical glass is of many types, for specific purposes. Grinding lens blanks to precise dimensions can be done at Zeiss in two minutes. But according to an optical engineer, “polishing with diamond paste may take eight hours.” Surface uniformity to .0001 mm defies mechanical measure; lasers and reflected light are used to check lenses

The 7-ounce Weaver G6 on this Winchester lever-action dates from the mid-1950s. It has tiny dials and a 3/4-inch steel tube.

optics feb|march 2019

Modern precision equipment helps build modern big lenses.

and prisms. (This level of accuracy yields semiconductors with tolerances 4,000 times finer than the diameter of a human hair.) Big lenses transmit more light and deliver better resolution than small lenses. But in the 1930s, a Zeiss engineer made both brighter. He found a lens coating of magnesium fluoride throttled reflection and refraction, which can steal 4 percent of incident light at each air/glass surface in a scope. Wavelengthspecific multi-coatings have since improved light transmission. Meopta lenses get 13 coatings, applied in machines that cost more than 1 million euros each. Prices of topdrawer riflescopes are easy to justify, given such production expenses and the expectations of shooters. “Long-range shooting has fueled a trend to more powerful scopes,” says Kyle Brown at Zeiss. “A 6X was once thought ideal for big game in open country. Hunters now buy variables with top ends of 14X to 24X. F-Class and Precision Rifle competitors want even more.” Wider power ranges satisfy both camps and still deliver big, bright fields at the bottom end.

Optical Triangle Magnification, eye relief, and field of view comprise an optical triangle. A change in Most high-quality scopes have tubes machined in one piece.

one affects the others. Through a 20X scope, you see about half of what’s visible through the average soda straw. Low power affords a broader field and more generous eye relief. It also gives you a brighter image by increasing the diameter of the exit pupil (the shaft of light reaching your eye). To calculate EP, divide magnification into objective lens diameter in millimeters. For example: A 4x36 scope has a 9mm EP. A 2–12x42 at 3X has a 14mm EP. Bump the power of that variable to 7X and EP shrinks to 6mm. By the way, an EP bigger than your eye’s pupil, which in dim light dilates to 6mm or so, won’t make a sight picture brighter. Trading EP for high magnification makes sense if you’re shooting targets or prairie dogs under a spotlight sun. Traditionally, variable hunting scopes yielded a 6mm EP near middle magnification. High-power variables beg big front glass to keep EPs of useful size. Hunters craving the highest magnification and brilliant images must accept heavier, bulkier scopes. Wide power ranges impose other compromises. Mark Thomas, who founded Kruger Optical in Sisters, Oregon, has designed more than 300 riflescopes. “Wider ranges require more lenses,” he says. “Some are there to correct for aberrations that appear as each lens works harder. So you need a longer erector assembly, a longer main tube. A larger tube adds clicks on the elevation dial for long shots—or larger internal lenses to hike resolution.” Lance Scrivens, who has designed scopes for Leupold,

Powerful scopes afford fine aim but need big front glass for a useful exit pupil. Think weight and bulk.

adds that “wide power ranges can produce vignetting at low power. Limiting parallax and maintaining sharp focus become more difficult. Additional lenses and aspherical glass are costly fixes. In fact, when wide-range scopes appeared, following Albert Fideler’s work at Swarovski, their high prices depressed sales.” You should also keep in mind that erector tolerances are tight. “Half a thousandth of an inch,” Scrivens says. As lenses in six-times scopes move about twice as far as those in three-times systems, variation in components has twice the effect on images. “That’s another reason wide power ranges stayed so long in the shadows,” says

Scrivens. “Before CNC machines, tooling couldn’t hold such tolerances.” Because wide-range variables gain almost all their breadth at the top, front glass the size of jam-jar lids comes as no surprise. People at Zeiss and Swarovski say 56mm objectives are reliably popular in Europe, where hunters pummel wild boar at night. They’re also popular among beanfield deer hunters in the Southeastern U.S., who often take a shot at very last light. Liabilities? High rings that keep big front bells off the barrel pull your cheek off the comb. Heavy scopes perched high make rifles clumsy, too. Given the bright images now possible in scopes slim

enough for low rings, many hunters share my preference for smaller front glass and scope weights inside 15 percent of rifle weight (a 1-pound scope for a 7-pound rifle). Such scopes are comely. They keep rifles lively in the hand and help you shoot quickly and accurately from field positions. I’ve yet to fire at an animal so small or distant it couldn’t be quartered in 12X glass, which you can get in a 14-ounce Leupold variable.

Counter Expertise Jake Edson represents Vista Outdoor’s optics brands: Bushnell, Weaver, Simmons, and Tasco. He says current

demand for monster-class scopes is driven in part by customers “trying to tell one black tube from another at the retail counter.” Scope size and magnification are easy to compare; not so image quality, especially indoors. Price matters, but even entry-level optics can look good at a glance, and choices abound at every price point. “Increasingly,” he points out, “counter expertise affects sales, as costly scopes have features that need explanation, like lens treatments and the first- and second-plane reticle options Bushnell offers on new Forge and Prime models.” The ubiquity of powerful, wide-eyed scopes in longrange shooting has con-

optics feb|march 2019

Schools like SAAM (FTW Ranch) can teach shooters to use sophisticated scopes at long range.

vinced hunters to dig deep for “good glass.” But high magnification sells to hunters who don’t need it. “Ditto features of little use afield,” adds Edson, “like a zero stop.” He tells me recent surveys confirm that clarity, image quality, and durability matter a great deal to hunters. “Our current models score so well in those respects that 57 percent of shooters list Bushnell as a premium brand. Contrast, eye relief, and lowlight performance also matter. Hunters are a bit less satisfied there—even some who realize eye relief and brightness generally diminish as magnification increases.” Like so much else in life, there is no free lunch. Edson isn’t surprised by the trend to bigger scope tubes. “The 34mm tube owes its market legs to longrange competition,” he says. “But hunters benefit more from what’s not so obvious. EXO Barrier, for example, an invisible wash replacing RainGuard on some Bushnell scopes, repels oil and dust, too. Fog it with your breath, and the film is gone in just three seconds.” Swarovski has long catered to discriminating customers. Dean Capuano, director of communications at Swarovski Optik North America, says, “Recently, shooters have had unprecedented access to long-range venues. Rifles and loads with greater reach fuel the trend to powerful, sophisticated glass. We at Swarovski discourage long, risky shots at game, but F-Class and PRS competition, and long-range plinking, extend sure-kill

The author with a fiveshot group from 500 yards prone.

capability. Besides, they’re great fun.” Designed for distance, Swarovski’s new X5 series offers 116 minutes of elevation change in three dial revolutions. A window shows rotation number, so you won’t make full-rotation errors. “But it’s still a hunter’s scope,” insists Capuano. “Our Kahles brand offers the features and 34mm tubes sought by long-range competitors.” He tells me Swarovski’s Z3 line still sells briskly to hunters, though its 4–12x50 and 3.5–10x42 have taken a bite out of the veteran 3–9x36. “So has the Z5, a 2016 intro that packs fivetimes range in a 1-inch tube. The 30mm Z6, announced six years earlier, proved we could hike power ranges in trim scopes that complement sleek hunting rifles.” Capuano likes the 16-ounce Z5 3.5–18x44 for much of his hunting. “We still sell more 1-inch scopes than 30mm,” he adds. Price is one reason. “Many hunters tap the brakes at around $1,000,” he says. Illumination gives 30mm tubes a decided edge in Europe, where, according to Swarovski’s Daniel Muhlmann, “almost all our customers request lighted reticles. Stateside, that figure is 35 percent.” Industry-wide, illumination is rare in 1-inch scopes This 4.5-14X Leupold has a target turret and versatile power range.

optics feb|march 2019

In the half-light of dusk or dawn, a bright image can trump high power.

(Leupold offers a 3–9x), so increasing demand for lighted reticles will give a tailwind to 30mm models.

The Bigger Canvas Bigger scopes give engineers a canvas for features impractical on traditional models, like parallax correction. Targets at different distances fall at different points along a scope’s optical axis. Parallax is the apparent shift of a target behind the reticle as you move your eye off axis. Every scope is parallaxfree at one distance (typically 150 yards, closer in scopes for .22 rimfires, handguns, and shotguns). The left-side turret dial that’s replacing adjustable objectives lets you change parallax-free distance and bring the target into crisp focus. Still, regardless of range or parallax setting, your aim will be true if

your eye is on axis. A trajectory-matched elevation dial is cut and scribed so you can “dial to the distance” instead of counting clicks to add elevation. It’s as easy and quick as setting your toaster. Installing custom dials on Leupold scopes, GreyBull Precision changes click values from ¼ to ⅓ minute, increasing range of adjustment. Reticles that help you determine range and compensate for bullet drop have propagated like fruit flies. One grid comprises more than 1,050 ranging and aiming intersections that test old eyes and confuse innocents. Plex reticles (after Leupold’s Duplex) get cheers from hunters. Thin wires inside eye-grabbing posts afford precise aim. I like the German #4 even better. Squared-off posts help with range estimation; the top wire is post-free, for a truly open view.

Long ago, crosshairs were, literally, hairs. They often broke. Spider-web filament better endures recoil. It was used to suspend dots. Now reticles are etched, a process making more designs possible. At Meopta, lenses to be etched are coated with chromium oxide. UV light sent through a template exposes all but the reticle on the photo-sensitized lens. After a lens wash, only the reticle remains. Most scopes for the U.S. market have quarter-minute W/E graduations or clicks. European scope dials have hewed to the metric system, each click 1 centimeter (.36 inch) at 100 meters (109 yards). Also customary: W/E dial rotation is opposite that on scopes built for sale in the U.S. Mils are gaining traction in scope dials and reticles— another nod to the longrange shooter. One mil (for

milliradian) is an angular measure spanning 1/6400 of a degree, or 3.6 inches at 100 yards, 3 feet at 1,000. A .1-mil click on your elevation dial equals .36 inch (1 centimeter). On a mil-dot reticle, a mil is the measure of each space between dots on a crosswire. To use a mil-dot reticle as a rangefinder, divide target height in mils at 100 yards by the number of spaces subtending it. The result is range in hundreds of yards. For example: A deer 3 feet at the shoulder (10 mils at 100 yards) appears in your scope to stand two dots high. Divide 2 into 10; you get 5. The deer is 500 yards away. You can also divide target height in yards by the number of mils subtended and multiply by 1,000 to get range in yards. In this case: ½ x 1,000 = 500. A mil-dot reticle is accurate as a ranging device at only one magnification, usually the top setting on a variable scope.

Is Big Best? Will scopes become bigger, more powerful, even more complex? Or will slimmer, simpler sights return? Size and sophistication continue to justify rising prices. Scopes suited to heavy rifles at the bench sell briskly to hunters enamored of the long poke. That trend is unlikely to fade soon. How a scoped rifle fits a saddle scabbard no longer matters. “These days,” a colleague pointed out on a hunt, “scopes are like sports cars. There’s ego in owning top performance, regardless of utility.”

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W H AT ’ S S E L L I N G W H E R E

Northwest CA Sporting Goods, Willits

Located two hours north of San Francisco, this small-town general sporting goods store sells a wide range of soft goods; team sports gear; camping, fishing, and hunting supplies; and hot tubs. Post-Christmas sales for this retailer typically focus on .22s and knives. As for handguns, Glock 19s, Smith Shields, and Kahr CW9s are all moving across the counter. Ammo sales are especially torrid. This is because new California legislation will require the retailer to complete background checks with every sale. “The state really wants to put us out of business. This will, of course, add cost and take more time to complete,” said manager

Guns, OK Butch’s Woodward

The largest firearms dealer in western Oklahoma, this shop specializes in hunting, home safety, and reloading. The storefront keeps nearly 2,000 new and 1,000 used guns in inventory, attracting buyers from several states. Handguns sales are steady. Glock Gen5s, Shields, and SIG 365s top the list. MSR sales have slowed to one a week; Smith Sporters see the most interest. However, boltaction rifles have significantly raised the ante for the second year in a row at this retailer. Ruger American Predators, Precisions, and Bergaras in 6.5 Creedmoor are posting the best numbers. “There’s just no doubt in my

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FEBRUARY/MARCH 2019

Jason Lamprich. Ruger 10/22s, Henry lever-actions, a few Marlin 336c lever-action hunting rifles, and Savage Model 10s also are making turns.

Sports, MT Shedhorn Ennis

Thirty miles north of Anchorage, this twoman, veteran-owned store specializes in handguns and custom-built MSRs. The shop turns an average of three premium MSR platform build-outs each week. In addition, special-order MSRs have come from Daniel Defense and SIG. “Our custom rifles are perfect for our customers. They continue to invest in multiple MSRs. Many have two in multiple calibers,” said owner Peter Minaj.

This retailer keeps 12 employees busy stocking more than 600 guns. February to May is handgun season here, accounting for nearly 68 percent of its annual sales. Smith J-Frame revolvers in .38 and .44 Mag. are keeping the register hot. Ruger LCRs and Glock 43s also are in high demand. Bolt-action guns are selling to predator hunters. Tikkas in 6.5 Creedmoor rule the counter. Kimber Montanas are right behind. “Our bolt business is growing and moving to a much higher price point. We see brands like Christensen, Cooper, and Fierce setting a new retail bar at near $3,000,” said owner Rob Gallentine.

mind that any rifle I stock in 6.5 Creedmoor is going to sell,” said counter salesman Mike Smith.

Trigger Time MI Outfitters, Big Rapids

Tactical AKMat-Su LLC, Wasilla

Inc., ND Outdoorsman Fargo

Established in 1980 and located in the center of Fargo, the store has three employees. This shop sells a mix of general home-defense products, rifles, and handguns. Average inventory ranges up to 650 units. Handgun sales are strong. Glock 43s, Smith Shields, and Ruger LCRs lead the pack. Other popular picks include SIG 365s and the occasional Colt 1911. “Our handgun business has really taken off. I’m not sure if it’s local demand or if we’re just better at selling them,” said manager Tony Dorn.

This mid-Michigan shop keeps an average of 400 long guns and 100 handguns on display. The store saw an increase in sales in 2018, and it’s looking forward to a better 2019. “We’re not yet back to election sales levels, but we’re looking like we’ve found our niche now that we don’t have panic buying,” said counter salesman Curt Campbell. Kimbers and Colt 1911s are doing well. Shields and Glock 43s are also selling well. With one turn a week, sales of MSRs are flat. However, bolt-action rifles are picking up. Kimbers, Ruger Americans, and Christensen Arms Mesas are making turns in .243.

BY PETER B . MATHIESEN

Firearms, PA Island Pittsburgh

Located on an island in the Ohio River basin, this 800-square-foot retailer displays more than 500 firearms. While handgun sales are strong, traditional long guns are slow. “We’re coming off another poor long-gun season. We’re attributing it to the recent spread of EHD,” said owner Wayne Lyken. At the handgun counter, activity is up slightly compared to this time last year. Glock 43s hold the high ground, followed by SIG 365s and Smith Shields. MSRs are turning at a rate of about one a month, mostly Smith Sports. A few Remington 870 Express Tacticals are selling. Ammo stocks are good.

Guns, Rock Guns, NY Seneca VA Town Stream Collinsville Located on New York Route 14, this smalltown shop stocks an average of 400 guns. It inventories a wide variety of hunting and homedefense firearms. Mid-winter handgun sales are brisk. Glock 43s, Smith Shields, and SIG 365s are in high demand. “We’ve just seen a transition in our state government to a Democratic majority. They’re promising new firearms legislation across the board. It’ll keep sales brisk throughout the year,” said counter salesman Murray Wheeler. Bolt-action rifles are in their seasonal downturn, though lowerpriced used guns remain a hot category.

Lawson’s Clothing, Pawn Gallery, TN Shoes, & Outdoors, AR Clarksville Loreto Located in middle Tennessee, this large independent has more than 16,000 square feet of floor space with a mix of soft goods, fishing supplies, and 1,600 firearms. Right now, .22 long guns are selling very well; Savage Model 64s and Ruger 10/22s lead the pack. Ruger Americans and Marlin lever-actions are also posting higher numbers. Savage Axis in .308 and Howa 6.5 Creedmoors are coming off a great deer season. MSR sales are flat. “Although we were about 10 percent slower than last year across the board, we’re pretty happy with our 2018 numbers,” said manager Wade Smith. Handguns sales are steady.

This small independent pawnshop, located off I-40 just a half hour east of Fort Smith, stocks an average of 250 firearms. “Late winter is handgun season, and that won’t change until turkey season,” said counter salesman John Elam. Sales of MSRs are flat, but leveraction long guns in .22 are on the move. The top slots are held by Henry and Marlin. Bolt-action centerfire sales are slow. Handgun inventories are strong. Glock 43s, SIG 365s, and Ruger LC9s are garnering the most attention. This store’s low price-point gun is the 9mm Hi-Point. Homedefense shotguns are moving better than expected.

Located in mid-south Virginia, this small, 1,600-square-foot store has nearly 2,500 guns in inventory. Serving a rural clientele, the store’s sales mix is evenly split between hunting and home-defense buyers. Winter is handgun time for this retailer. The sales charts are posting strong numbers for anything concealed-carry. Glock 43s, Smith Shields, and EC9s are trading evenly at the counter. “I really see the SIG 365 gaining a ton of traction as the year moves ahead. Our frustration is that we can only get one or two every two weeks,” said manager Cary Minion. Sales of MSRs are flat, just three per month. M&P Sports sell best.

Philadelphia Gun MS & Pawn, Philadelphia

This central-eastern Mississippi shop specializes in handguns. It keeps more than 300 firearms in stock. The store has seen an increase in Ruger EC9s, with plenty of traffic on Glock 43s and numerous Smith 642 .38 revolvers. Coming off waterfowl season, and with turkey season just around the corner, shotguns are hot. Benelli Super Black Eagle IIIs, Winchester SX4s, and Browning Silvers are turning good numbers. Sales of bolt-action hunting rifles are good. Ruger Americans and Bergaras are making daily turns. “The classic .308 is our best-selling rifle caliber,” said buyer-manager Richard Ray.

FEBRUARY/MARCH 2019

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GOOD STUFF

BY RICHARD MANN

Every design element of Kitanica’s extensive line of hunting wear is proof of the company’s commitment to hunters.

Rugged Comfort Vetted in Africa, Kitanica’s clothing met the challenge of 30 days in the bush

n overlooked key to a successful hunt is comfort. If you’re not comfortable in the field, you’ll spend less time there. Rugged clothing, tough enough for the environment, and with a comfortable and practical interface, is the answer. Every year I spend a month or so on safari in Africa, and every year I take new clothing to try. In 2018, I found some stuff for which I’ve been looking for a long time. Let me introduce you to Kitanica.

Kitanica is derived from the word “chitin” (pronounced KY-tin), which is the primary component in the exoskeletons of arthropods— insects, arachnids, and crustaceans. It’s meant to describe a tough outer protective skin. You could say Kitanica gear is rugged, functional, easy to wear, and even overbuilt. It comes from a family-owned business, and all their products are made in the United States, mostly with domestically produced materials.

Pants ➤ Africa

is full of thorns. Three-thorn, wait-a-bit, and acacia will shred common hunting clothes, make you utter words unfit for social

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settings, and leave you looking for a first-aid kit. I wore Kitanica’s RSP Pants for a month and would walk and crawl through the veld and over rocky hills with no worry of injury, while my professional hunter looked on in awe. RSP Pants are constructed of breathable Nyco ripstop fabric, with double layering at the seat and knees. They have eight smartly placed pockets: some open, some zippered, some snapped, and others that seal with Velcro. My typical load was a rangefinder, compact camera, ammo caddy, snuff can, full bottle of water, knife, flashlight, and a

FEBRUARY/MARCH 2019

radio. The side sizeadjusting straps made for a perfect fit that did not sag under the weight. And the ingenious Cordura corner pocket protectors prevented clip-knife wear. These are great utility pants for the field, farm, or range. You can load them down without looking like Pockets—Red Button’s character from the 1962 Howard Hawks’ film Hatari—and still move like an athlete. There’s also enough room for layering in cold conditions. SRP: $175.

Jackets ➤ Few

associate a jacket with a safari. However, in Africa’s

Northern Cape during the African winter—June and July—sub-freezing morning temperatures are not uncommon. Kitanica’s Len Riccio suggested the American Softshell. This windproof, waterproof, and abrasion-resistant jacket is constructed from 100-Denier, waterproof, breathable, laminated fleece, with just the right amount of give and stretch. And, like with the RSP Pants, there are plenty of pockets. I used the right lower sleeve pocket for my jackal call, and the upper for a small notebook. In the left sleeve pocket, I carried a cell phone, and under the covering flap a pen. The slash pockets held my gloves and hearing protection. The hood was even appreciated during cold morning rides in the back of the Land Cruiser. Because of the stretch fabric, gusseted underarms, contoured sleeves, articulated elbows, adjustable hood, and cinch waist and sweep, I’ve worn few jackets as comfortable as this. SRP: $349.

Shorts ➤ The

Range Shorts are sort of a short-leg version of the RSP Pants. My son used them in Africa and sang their praises. With their seven belt loops, eight pockets, and pocket corner reinforcements, they’d also be ideal for the shooting range. Around the lodge, I preferred the Cargoid Shorts, which are constructed of a lighter ripstop material. They’re cut just above the knees, and offer a great range of motion. They also have seven belt loops and side sizeadjusting straps. Like every Kitanica garment I’ve tried, you can tell serious outdoorsmen had a hand in their creation. (kitanica.net)

NEW PRO DUC TS

(Continued from page 50)

equipped with six The Mystery pockets. To reguRanch Sawtooth late heat, the 45 backcountry tapered legs have pack features a side zips to the unique zipperknee. Stratum access design. apparel is available in Realtree Edge, in small to 3XL. SRP: jacket, $129.95; pants, $119.95. (rockyboots.com)

Taurus

The Stratum all-season jacket-andpants combo also can be worn as a waterproofing layer.

Rocky ➤ The Stratum all-season jacket-andpants combo can be worn as a waterproofing layer for late-season hunts or as stand-alone early-season gear. Featuring Rocky’s Silent Hunter suede fabric, ScentIQ, and waterproof construction, these moisture-wicking garments will keep you quiet, scent-free, and dry in the woods. The DWR-coated jacket is equipped with taped and sealed seams. In the back, a safety harness slot makes the jacket perfect for use in a treestand. A detachable drawstring hood provides additional protection from the elements. Along with a comfort-stretch waistband for easier layering, the pants are

➤ The DA/SA 692 Tracker is a sevenshot, multi-caliber revolver that lets you quickly switch from a .357/.38 Special to a 9mm with the simple swap of the cylinder, making it ideal for home, personal defense, and target shooting. Available in carry-friendly 3-inch- or range-ready 6.5-inch-barrel versions. SRP: $609 to $659. (taurususa.com)

Mystery Ranch ➤ The unique 270-degree zipper access, low-profile silhouette, and smart organization of the Sawtooth 45 pack hits the mark for serious backcountry hunters. Built on the new Guide Light MT Frame, the pack utilizes burly, yet lightweight fabrication. The newly designed, patented “Overload” quick-attach frame capture enables easier shelf access when packing out your meat. The zipper design, internal pockets, and overall size make it an ideal backcountry pack. Other features include 330D Lite plus Cordura fabric, YKK zippers, lightweight SJ Autolock buckles, side stretch-woven pockets for tripod feet or bottles, compression straps for bow and rifle carry, and a hydration reservoir. SRP: $250. (mysteryranch.com)

Firearms Business Insurance Wholesalers & Distributors Retail Sales Manufacturers & Importers Ammunition & Bullet Manufacturers Indoor & Outdoor Ranges Gunsmiths Firearms Instructors

The DA/SA 692 Tracker lets you easily switch calibers from a .357/.38 Special to a 9mm. 31 Parker Road • Elizabeth, New Jersey 07208

800.526.2199 • info@jcinsco.com • www.guninsurance.com

NEW PR ODU CTS

danner

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SLATON WHITE

Continuing to build upon the success of the Mountain 600 family, the new Chelsea version will quickly earn a reputation as the most versatile boot in the Danner line. The Mountain 600 Chelsea provides all the ease and comfort of a legendary Danner slip-on workboot style. It also features the latest Vibram technology, so it’s fully functioning and supportive from town to trail.

Borrowing the ultra-cushioning Vibram SPE midsole from the Mountain 600 hiker, the Mountain 600 Chelsea is ideal for casual use and promises daylong comfort. The boot features Vibram Megagrip technology and multidirectional lugs on the outsole for extra traction. To top it off, the style features a premium, water-resistant leather upper with a flexible Ariaprene collar material that dries fast should it get wet. SRP: $170. (danner.com)

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SHOT BUSINESS

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FEBRUARY/MARCH 2019

Heavy duty, feature rich. Value packed. ZEISS Conquest V4

// PRECISION MADE BY ZEISS

New for 2019: ZEISS Conquest V4 3-12x44 and 4-16x50. ZEISS Conquest V4 delivers what others cannot: 90% light transmission, .25 MOA click values, second focal plane reticle designs and a large range of total elevation and capped windage adjustment. The new 4-16x50 is a lightweight, high-performance product for demanding hunting and shooting applications, while the 3-12x44 model is a compact workhorse with plex-style or ZBR-1 MOA based reticle options. All ZEISS Conquest V4 models are backed by ZEISSâ&#x20AC;&#x2122;s Limited Lifetime Transferable Warranty and Five Year No-Fault Policy. Available now at your ZEISS Authorized Retailer or at zeiss.com/us/ConquestV4

INTRODUCING THE ALL-NEW V3 TAC-13. HITS LIKE A 12-GAUGE. RECOILS LIKE A 20-GAUGE. HANDLES LIKE NOTHING ELSE.

It’s the ultimate defense. The lightest recoil. In an all-new, lightning-quick 26½" platform. Its self-regulating VersaPort gas system ﬂawlessly cycles everything from the lightest 2¾" loads to the heaviest 3" magnums with rock-solid recoil control and next-level shooter comfort. The new V3 Tac-13. Only from Remington.

*SOME LIMITATIONS MAY APPLY. GO TO WWW.REMINGTON.COM/LIFETIMEWARRANTY FOR THE WARRANTY.