NSSF SHOT Business - December 2018

DECEMBER 2018

ARE YOU PROTECTING YOUR STORE FROM CYBER THEFT?

Big Investment SIG Sauer wants its dealers to succeed.

And it’s got a program designed to help them Pg. 28

ALSO IN THIS ISSUE FIRING LINE

GOOD STUFF

Mossberg’s 590 Shockwave is a handful—and then some Pg. 24

PepperBall’s LifeLite is a less-lethal tool for self-defense Pg. 44

Pg. 34

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SHOT BUSINESS EDITOR’S NOTE A “boots on the ground” program leads to more profitable sales.

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DECEMBER 2018 VOLUME 26 ISSUE 7

NEWS BRIEFS Hydra-Shok Deep adds two new calibers, Springfield Armory introduces the XD-S Mod.2 in 9mm, and more.

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FYI Shedhorn Sports really knows how to draw crowds.

FIRING LINE Mossberg’s 590 Shockwave is a handful, and then some.

UNDERCOVER SHOPPER Would the search for a competition pistol yield a suitable offering in South Carolina’s Lowcountry?

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THE BIG INVESTMENT If your dealers don’t know the product, they can’t sell it. SIG Sauer has created an innovative program designed to help its retail partners sell more effectively—and with higher margins. BY SLATON L. WHITE

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PRYING EYES Are you taking steps to keep sensitive customer data out of the wrong hands? BY PETER SUCIU

THAT’S ENTERTAINMENT! Ohio’s Black Wing Shooting Center is a state-of-the-art facility that excels at fun. And fun, says its owner, is the key to continued success. BY W.H. GROSS

GOOD STUFF PepperBall’s LifeLite is a unique, lesslethal option.

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NEW PRODUCTS Danner’s Wayfinder women’s boot, new Savage rimfire rifles, and more.

COVER PHOTO BY SLATON L. WHITE

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FROM THE COUNTER This Colorado retailer serves as a destination shop for local and outof-state hunters seeking big game there and in neighboring Wyoming.

YOU SHOULD KNOW SHOT Show 2019 is just seven weeks away. Here are five must-sees on tap during SHOT Week.

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RETAILER TOOLBOX Knowing the specs for a product line is essential. But does that knowledge alone make for a good salesperson?

NSSF UPDATE NSSF and Hunting Heritage Trust offer new $1M grant program, crime data shows no support for MSR ban, and an update on Operation Choke Point.

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WHAT’S SELLING WHERE

EDITOR’S NOTE

NSSF

Boots on the Ground When you know the product, you can sell it

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otal immersion programs—whether for competition swimmers, elite combat troops, or students interested in acquiring another language—are by their very nature rigorous. That rigor helps the learner focus harder, and when you focus harder, you learn faster and retain more.

That’s the basic premise behind SIG Sauer’s Chalk, a “boots on the ground” program designed to expose SIG retailers to the SIG philosophy as it relates to product design, production, and distribution. The two-day event includes a factory tour as well as a day at the SIG Sauer Academy, where members of the group are given the option of daylong instruction in either pistol, carbine, or long-range rifle. As an embedded member of the press, I had the opportunity to tag along at one such event last summer (see “The Big Investment,” page 28).

SIG understands that a retailer must be able to cogently explain the features of a SIG firearm in order to sell it.

Chalk also reaffirms the company’s commitment to MAP (minimum advertised price). As Tom Taylor, SIG’s chief marketing officer and executive vice president of commercial sales, said, “Chalk is designed to help our brick-andmortar partners. We want you to know that we have an unwavering commitment to MAP. We are invested in our brand, and you don’t build value by discounting your products. It doesn’t help us,

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DECEMBER 2018

and it doesn’t help you.”

Cyber-security gets a lot of attention these days, and contributing editor Peter Suciu notes in “Prying Eyes” (page 34) that a data security breach at your store could be ruinous. It’s not just about protecting credit card information, which is quite perishable, but about the really sensitive personal identity information you collect during a firearms transfer. That data contains Social Security Numbers, addresses, and, in some cases, even customer fingerprints.

Suciu notes, “When it comes to firearms retailers, the same level of due diligence paid to secure the actual firearms should be applied to customer information in both paper and digital forms.”

The difficult part is that cybersecurity has to continually adapt to the changing nature of the problem. This is not a static world. You need to constantly update your security procedures.

In this case, it’s wise to think, “Failure is not an option.”

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 Gregory D. Gatto, Executive Vice President 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, Tomas Franzén Head of Business Area, Magazines, Lars Dahmén Chief Executive Officer, Eric Zinczenko Chief Financial Officer, Joachim Jaginder Chief Operating Officer, David Ritchie Chief Marketing Officer, Elizabeth Burnham Murphy Chief Digital Revenue Officer, Sean Holzman Vice President, Integrated Sales, John Graney Vice President, Digital Operations, David Butler Vice President, Public Relations, Perri Dorset General Counsel, Jeremy Thompson

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 26, issue 7, Copyright © 2018 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.

POWERFUL RESOURCES TO GROW YOUR BUSINESS The NSSF is stockpiled with hundreds of resources, from consumer research, educational opportunities and operational discounts to compliance guidance and regulatory knowledge. There is no limit to the success your business can achieve once you start implementing the tools available to NSSF members.

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POWER OF MEMBERSHIP

UNPARALLELED GUIDANCE AND SERVICES FOR FFLs NAVIGATING ATF COMPLIANCE • Access to 24/7 ATF support hotline • Regular educational ATF compliance content produced by former ATF personnel.

• ATF Q&A • Discounted access to confidential in-store ATF consultant visits.

• Operation Secure Store — security planning and in-store audit teams, educational seminars in cooperation with ATF, store signage, and securityrelated affinity partnerships

DAY-TO-DAY OPERATIONAL SAVINGS • Credit Card Processing Discount • Insurance Discounts and Legal Guidance

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NEWS BRIEFS NEWS

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PR O M OT I O N S

Bits & Pieces

This product is from sustainably managed forests and controlled sources.

AWAR D S

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O UT R E AC H

Expanded Options

Hall-N-Hall Hires Patrick Shay Industry retail veteran Patrick Shay has joined HallN-Hall Consulting. “We are excited to have our longtime friend join our team. He will be a key part of our continued success in growing HallN-Hall,” said Stephen Hall, president and founder of Hall-N-Hall.

Shay’s career started at MidwayUSA, where he worked with retail clients across the world to increase their business professionalism and acumen while driving their expansion and profits. Shay’s passion for helping the industry and retailer community continued with his experience working at NSSF as director of retail development. While there, Shay developed programs to assist independent firearms retailers with their ATF compliance and security programs. Through his efforts, retailers throughout the industry have improved their business practices.

Hall-N-Hall started in 2014 as a digital marketing consultant. The company was transformed in 2016 to cover all aspects of business consulting. The team at Hall-N-Hall has more than 100 years of combined business experience.

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Hydra-Shok Deep adds two new, larger calibers to the line

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n January 2018, Federal Premium launched Hydra-Shok Deep in 135-grain 9mm Luger. The manufacturer promised that other loads would follow. Those additional loads have arrived. The expanded product line now includes 165-grain .40 S&W and 210-grain .45 Auto. Like the initial 9mm Luger option, the design of the latest offerings better meets modern performance measurements.

“Hydra-Shok Deep Hollow Point (HP) offers consumers a round that results in consistent, reliable performance through typical defensive barriers. It also penetrates to the depth deemed optimum by the leading law enforcement agency in the United States,” says Larry Head, director and chief engineer of handgun ammunition for Federal.

Big Boost Federal Premium’s Hydra-Shok Deep hollowpoint builds off the time-tested, original Hydra-Shok platform— which debuted in 1989—to better meet modern performance measurements. The improvements will give handgunners a big boost with increased penetration and superior reliability.

“The new Hydra-Shok Deep bullet features a core design that provides up to 50 percent deeper penetration than the original Hydra-Shok,” Head

says. “It also outperforms similar loads from competitors. The center post is more robust, which provides better integrity and performance through barriers. Testing shows that Hydra-Shok Deep penetrates 15 inches in bare ballistic gelatin, which is the optimal depth, according to FBI standards.

“The primary goal of Hydra-Shok Deep was to penetrate to the FBI’s optimum depth of 14 to 16 inches while at the same time provide more consistent performance though the intermediate barriers. We also wanted to develop a round that would score significantly better through the FBI protocol testing than standard Hydra-Shok. Hydra-Shok Deep does all of this with a 70 percent improvement in FBI protocol score,” Head says.

Although the bullet’s performance in ballistic gelatin is impressive, many shooters might wonder how Hydra-

DECEMBER 2018

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NEWS BRIEFS

Hydra-Shok Deep reliably expands and penetrates through defensive barriers.

Shok Deep will boost their realworld performance.

“Expansion, penetration, and integrity through defensive barriers are especially important to self-defense,” Head says. “Ideal bullet performance is a round that stops a threat by expanding to a large diameter to cause the maximum amount of tissue damage and penetrates deep enough to reach vital organs.”

Hydra-Shok Deep also uses an extremely reliable Federal primer and consistent, specially formulated propellant, which Head says are critical to achieving optimum ballistic performance and reliability.

“In a self-defense situation, your ammunition has to be completely reliable in igniting the propellant and providing the correct and consistent energetics,” he says. “This not only pushes the bullet to its optimum working velocity, but also reliably functions the gun. A failure in this area could lead to catastrophic results. The propellants also contain flash suppressants to reduce muzzle flash and minimize temporary blindness in low-light shooting situations.”

Overall Goal The high demand for the Hydra-Shok

9mm Luger 135-grain load spurred requests from dealers and consumers for the two new loads being launched this year.

“The overall goal for expanding the lineup of Hydra-Shok Deep was to achieve similar performance consistency for all three calibers,” says handgun ammunition product line manager Chris Laack. “Achieving ideal weight retention was also important, but more as a means of achieving the penetration and expansion requirements we were after. Overall numbers for penetration, expansion, and retained weight are very similar, confirming our belief that the Hydra-Shok Deep design works well in all calibers [see chart below]. Also, all Hydra-Shok Deep loads performed better than the classic Hydra-Shok in protocol and all hit penetration depth targets.

“Although Hydra-Shok Deep does well in the FBI protocol testing, the ammunition is intended for consumers seeking a self-defense solution.

The bullet design is totally focused on reliable, effective terminal performance and accuracy out of personal defense firearms,” says Laack.

SRP: $27.95 to $33.95, 165-grain .45 Auto. (federalpremium.com)

Bare Gel Ballistic Test

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Hydra-Shok Deep

Penetration

Expansion

Retained Weight

135-gr 9mm Luger

15.20 in.

0.54 in.

100%

165-gr .40 S&W

14.20 in.

0.58 in.

99.45%

210-gr .45 Auto

14.50 in.

0.67 in.

99.81%

SHOT BUSINESS

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SPRINGFIELD ARMORY INTRODUCES THE XD-S MOD.2 IN 9MM The next generation of the most popular pistol ever produced by Springfield Armory has arrived. The XD-S Mod.2 is now available in 9mm. Springfield Armory has engineered a pistol specifically designed around the 9mm round, resulting in a smaller frame and slimmer profile in this latest version of the XD-S Mod.2. With a frame less than 1-inch wide, the XD-S Mod.2 9mm disappears under even the lightest clothing.

The XD-S Mod.2 in 9mm survived a grueling 25,000-round torture test without a failure. This is an amazing testament to the quality of the pistol, especially considering its small size.

The new pistol features an AmeriGlo

The First Choice For Wholesale Firearms, Ammunition & Reloading Supplies

Springfield Armory has engineered a pistol specifically designed around the 9mm round, resulting in a smaller frame and slimmer profile in this latest version of the XD-S Mod.2.

Pro-Glo tritium front sight that makes target acquisition quick and accurate, and the tactical-rack serrated rear sight provides the added benefit of being able to rack the slide against available surfaces such as a belt, doorway, or boot should it become necessary to cycle the gun one-handed. A model is also available with a fiberoptic front sight and tactical-rack serrated white-dot rear sight.

Enhanced grip texturing allows for a secure yet comfortable grip—wet or dry—and the new, longer Posi-Wedge slide serrations make the slide easier to grab and operate. A loaded-chamber indicator is also on board. A newly designed grip safety immediately readies the gun to fire when gripped, but keeps the gun safe from firing during appendix or off-body carry. An additional drop safety in the

striker block, in conjunction with the grip safety, prevents the gun from firing if dropped.

The XD-S Mod.2 frame positions a shooter’s grip higher on the gun, closer to the bore axis, for better recoil control and accuracy. Coupled with the dual captive recoil spring and full-length guide rod, the XD-S Mod.2 in 9mm is soft shooting and well-balanced. An enhanced short reset trigger makes for fast, controllable follow-up shots.

The XD-S Mod.2 ships with two stainless-steel magazines: a 7-round mag with a pinkie rest and additional flush floor-plate for carry, and one 9-round extended magazine—perfect for home defense. An 8-round extended magazine is also available for purchase. SRP: from $524 to $586. (springfield-armory.com)

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NEWS BRIEFS

Ultimate Versatility UltiClip specializes in holster security for everyday concealed carry

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n this age of digital marketing and social media, many people are certain that just one “viral” video, photograph, or article can propel them or their company to fame and fortune. Such thinking has certainly pushed its way into the shooting sports industry. Although there’s nothing wrong with going viral, Doug Carbol and Randall Darby also know of another method for success in the shooting sports: good, old-fashioned face-to-face networking while putting your product lines on display.

In other words, the SHOT Show approach.

Carbol and Darby own and operate UltiClip Ultimate Carry Solutions, an Illinois-based company that produces and sells several versions of the UltiClip, a holster clip for everyday concealed carry. The UltiClip secures a wide variety of holsters to the carrier’s belt, pants, purse, and any other desirable place. UltiClip is also a great way to secure and carry a knife.

The idea of UltiClip came to Darby several years ago, when he was looking for a safe and effective way to carry his handgun. He wanted to be able to clip his holster to his waistband—both when he was wearing a belt and those times when he wasn’t. The latter scenario was the problem. When attached to his waistband without a belt, Darby’s holster and handgun either would not come up and out easily or the gun came out still in its holster.

The various clips on the market, Darby soon realized,

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simply were not able to grasp his waistband securely enough. Darby came up with some ways to attach carry holsters, then ran his ideas

by Carbol, and the two worked on various clip prototypes. Once they were sure of the design, a metalworking company manufactured dozens of the very first UltiClips. The two entrepreneurs debuted their new product at a concealed-carry trade and consumer show in the fall of 2015. At that show, the new UltiClip garnered positive reactions from concealed carriers and holster makers alike.

“Then we got a booth at the 2016 SHOT Show,” says

Carbol, chief operations officer for UltiClip, and a retired firefighter. “With the exposure we received from the media and the connections we made with manufacturers, things really took off for us. We’ve been back to the SHOT Show every year since.”

Carbol notes that he feels SHOT Show is an essential venue. “For a newer company like ours, SHOT is really what it is all about,” he says.

“The contacts and the relationships you build and the all-around exposure SHOT generates can’t be beat.”

For the 2019 SHOT Show, UltiClip will be introducing Slim2.2 and the Slim3.3 clips.

They are narrower than previous iterations in order to accommodate smaller handgun holsters and knives.

They will also launch UltiClip 3+, which works with Kydex carry holsters.

Currently, UltiClip is sold by approximately 250 dealers worldwide. Carbol notes that the various UltiClips provide a hefty 50 percent profit margin.

“Our product line can also generate new sales,” he says.

“If you have a solid base of concealed-carry customers, you’ve likely sold many of them holsters. Now, you can offer them a very secure way to attach those holsters.” (ulti clip.com) ÑBrian McCombie

The UltiClip secures a wide variety of holsters to the carrier’s belt, pants, purse, and any other desirable place. UltiClip is also a great way to secure and carry a knife.

Firearms Business Insurance

TO OUR READERS Dear Editor: I bet you’re going to get complaints about the photo showing a woman gripping a Glock 42 in the article “The Right Way.” She is holding the pistol wrong.

The proper grip is with both thumbs on the left side (for a right-handed shooter), thumbs pointed toward the target.

As a pistol instructor to new women shooters, checking their grip is something we’re very careful about.

Otherwise, a very good and useful article about women choosing a firearm that fits their hand. This is a very important topic for new shooters. Thank you.

Gary Forehand, NRA Instructor Instructor/RSO member, The Well Armed Woman

2018 cover of SHOT Business, as well as the introductory photograph to the cover story, “The Right Way,” contained a technical error. The model we used for the photograph was not holding the handgun properly. It is an error we should have caught in production but unfortunately did not. We have corrected this error in the online versions of the article, which can be seen at shotbusiness.com.

SHOT Business regrets the error.

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Slaton L. White replies: Mr. Forehand is correct. The October 31 Parker Road • Elizabeth, New Jersey 07208

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NEWS BRIEFS

Proper Fit Safariland believes unisex holsters work best

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alk through any airport and you’ll see it. James Dawson, Safariland duty gear category director, certainly sees it. It’s all he sees as he’s herded through security with the traveling masses enduring preflight screenings.

“Every single time,” he says. “It makes me crazy.”

What he sees are misplaced holsters. Airport security, men and women, with sagging thigh holsters. The lower it rides, the more it bounces on the run. Running through an airport with a bouncing holster will not end well.

The trouble is, many officers don’t know they’re wearing their holster wrong, and it has nothing to do with gender—it’s height. Thigh holsters are commonly built for someone who is six feet two inches tall. Not everyone, though, is six two.

Dawson knows this, and the officer will know it as soon

as it’s time to run.

“They wear them too far down on their leg, and many officers don’t even know to adjust them upward,” Dawson says. “If it’s outrageous, I’ll introduce myself, tell them where I work, and recommend a better fit.”

A better fit, in many cases, is as simple as going from a two-strap hold to a one-strap hold higher up the leg. Any leg. In fact, Safariland addresses size rather than gender. That’s why their holsters are unisex. No ladies’ versus men’s models here.

It’s just a matter of sizing equipment properly.

“We want the holster itself to have the same features and attributes regardless of who it’s built for,” Dawson says. “We tailor the fit based on specific body type.”

Critical components are the same. Draw is the same.

Repeatability is the same.

They have to be. When

police departments order in bulk, they expect consistency for training and maintenance. That’s why the spike in gender-specific holsters simmered down after a handful of experimental years.

“There was actually a very big push five or six years ago for female-specific products, especially for law enforcement,” Dawson says. “It’s tempered a bit, and I think that’s because it’s not a good idea to have products that are fundamentally changed for a female officer. Tailored for a specific user is good, but completely different doesn’t work on the law enforcement side.”

The ride of any holster, be it thigh or belt, can be customized in several ways to fit any body size. About 90 percent of officers wear midride belt holsters, but that can be lowered for female officers and officers with longer arms. Various mounts on belts determine the ride and

how the holster lays next to the body. With so many options, size isn’t the challenge anymore. Space is.

“They’re running out of room. More and more stuff is added,” Dawson says.

“Tasers take a big chunk of space. And now tourniquets.

Things never leave the belt.

They only add on.”

Belts are crowded and heavy—about 25 pounds. A loaded handgun and the radio are the heaviest parts.

That’s why some accessories are moving to the vest.

Safariland’s new holsters are injection-molded, making them much lighter whether they’re on a hip or vest. Or, as in the case of the airport security officers who catch Dawson’s eye, the thigh.

“Where we can save on weight, we do,” he says. “It doesn’t make up for the weight of the gun, but every bit helps.”(safariland.com) —Kris Millgate

Safariland’s new holsters are injection-molded, making them much lighter whether they’re on a hip, vest, or thigh.

Š 2018 Federal Premium Ammunition

federalpremium.com

NEWS BRIEFS

ON TARGET Located an hour from Detroit, Ann Arbor is the home of the University of Michigan, and is thus probably known more for college football than for firearms accessories. But as the headquarters of EOTech, the city has long been dead-center in the world of high-tech optics technology. This actually goes back to 1946, when scientists from Willow Run Laboratories at U of M first approached the United States Air Force with a proposal to create an anti-ballistic missile system—one that today is known as ABM, or by its more colorful moniker, “Star Wars.”

That lab evolved into a non-profit research institute with the support of the Michigan State Legislature in 1972, and later became the Environmental Research Institute of Michigan (ERIM).

In 1986, it developed a prototype holography-based weapon sight for use in U.S. Army helicopter gunships and antiaircraft artillery systems.

Then, in 1993, ERIM formed

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the Michigan Development Corporation (MDC) to commercialize technology that could be spun off as for-profit subsidiaries. This led to the creation of EOTech in 1995.

Though the company was acquired in 2005 by L3 Technologies, one the world’s largest defense contractors, EOTech has maintained its Midwestern identity while also managing to position itself as a technology innovator in a region hard hit by a serious economic downturn.

EOTech is just one of more than 80 divisions of L3 Technologies, a company that had more than $9.6 billion in sales in 2017. EOTech, which is also L3 Technologies’ only consumer-facing division, today operates out of a 30,000-square-foot facility that is truly a mix of traditional assembly-line production utilizing skilled workers with high-tech quality control to produce cutting-edge products.

“We are a commercial spin-

off essentially from the University of Michigan, and today southeast Michigan is an ideal space for a high-tech manufacturer,” says Ann Hanson, chief marketing officer at EOTech.

As a company with close ties to the Department of Defense, EOTech also has a strong veteran culture.

“The veteran culture is very important to the company,” says Hanson. “One in six employees is a veteran, and we live that culture. Our other culture is to continuously improve.”

To that end, the company holds regular daily meetings to ensure that quality goals are constantly met. This includes a “stop and raise your hand” policy that allows every team member to become a quality-control ambassador. Currently, EOTech operates one shift for production and two for quality control. This includes not only inspecting each of the more than 500 Holographic Weapons Systems (HWS) units that are produced each day, but ensuring that samples from batches receive shock and recoil testing.

In 1996, EOTech introduced its first-generation HWS, then under the trade name Bushnell HoloSight. In 2001, the military and law enforcement communities began utilizing the HWS sights as well, and in 2005, Special Operations (SOCOM) and the United States Marines Corps chose HWS as their standard close combat optic.

Advantages of the HWS include fast-and-easy target acquisition with both-eyesopen engagement (for the full peripheral vision and situ-

ational awareness crucial in combat situations). Antireflective coatings and a flat front window also minimize image distortion and muzzle side reflection. The sights also offer optimal off-axis usage when proper cheek weld or sight alignment isn’t possible.

EOTech has long touted the benefits of its HWS technology over standard red-dot sights, which utilize an LED light source and reflex sight.

Instead, the HWS system is built around a laser diode, folding mirror, collimating reflector, and holographic grating. The holographic reticle can even continue to function when the window is broken or obscured, something that can’t be done by any other sight.

HWS sights are also nightvision-compatible and offer a wide field of view even when used with a helmet or weapon-mounted night-vision devices. An NV toggle button allows operators to instantly switch from NV to daylight.

The sights also offer adjustable reticle brightness, with 30 settings for NV models and 20 for all non-NV models.

EoTech believes that the most important advantage of HWS over the red-dot is that the user will always see a 1 MOA (minute of angle) through the HWS sight.

“What you are looking at will always be a 1 MOA dot, and counterfeit sights cannot replicate our holography technology,” says product manager Mark Miller. “Only our sights use this technology, and the important part is that the dot size doesn’t increase even under magnification.”—Peter Suciu

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by author UPD ATETH E COUNT FROM ER here

rocky mountain shooters supply , fort collins , colorado

Shifting Focus

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ith just over 20 years in northern Colorado, this retailer sits at the base of the Front Range in a brick-and-mortar Fort Collins location, right off Interstate 25. The shop keeps five full-time employees, including a gunsmith, and three part-time employees busy. Keeping more than 50 safes and 1,500 firearms in stock, the firearms inventory is a mix of handguns and MSRs, with an emphasis on hunting and distance bolt-action rifles, along with a variety of specialty accessories and optics.

This robust retail center—along with seven 25-yard indoor shooting lanes and an offsite 1,000yard outdoor range located 30 miles away—serves as a destination for local and out-of-state hunters seeking

big game in northern Colorado and southern Wyoming. It services a wide range of customers, from tourists and guided big-game clients to the local populace looking for selfdefense firearms.

BETTING ON POLITICS FOR EXPANSION

Started as a simple, oneroom, family-owned shop in the mid-’90s, Rocky Mountain Shooters Supply changed ownership in 2005.

This transition occurred

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while the political landscape for the firearms industry was heading in a new direction.

“The store already had a dedicated clientele. When our [current] owner purchased it, we were optimistic, because we knew there was so much

Rocky Mountain Shooters Supply started as a one-room, family-run gun shop. But under new ownership, it has blossomed into a retail operation that has five full-time employees, including a gunsmith, and three part-timers. It keeps more than 50 safes and 1,500 firearms in stock.

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opportunity for growth,” says Buyer/Manager Tony Duda.

With the 2008 elections heating up, Rocky Mountain Shooters Supply decided to invest in a major expansion.

“We didn’t just increase the scope of the store and our inventory. We added an indoor shooting range and developed an offsite outdoor rifle range,” says Duda.

GOING FOR DISTANCE

Like many retailers during the election months leading up to the Obama years, this store received an education in the critical importance of high-traffic sales management and inventory control.

“It was an amazing run.

The decade taught us to be nimble and organized. Yet, realistically, we knew turning 50 sales in an afternoon just couldn’t last,” Duda says.

Evolution at this store since then has come in many forms. As customer demographics changed, the shop sold far more handguns, and MSRs became the volume rifle of choice.

As the indoor range helped customer make decisions quickly, the outdoor range began to focus on long-distance shooting, advancing its capacity from 200 yards to 1,000 yards. ➤

PERFECTING THE NICHE ➤ The store pivoted and changed alongside it, but while sales across the board were heating up, so did the competition. The “Big Two” flanked this shop. In addition, other medium and large retailers jumped in the mix and built quality indoor ranges.

“It was clear that if we wanted to remain competitive, we had to start offering products clients couldn’t find

in a Sunday advertising flier,” says Duda. “Our focus shifted quickly. We went to better-quality rifles, and we created a place to develop distance skills. This combination gave us a distinct advantage over our larger competitors.”

Whether it was with a bolt gun or an MSR, distance shooting was clearly becoming the next big thing for this company’s clients. In response, Rocky Mountain sharpened its focus on rifles capable of a minute-of-angle performance. If the gun was custom-made, even better.

“We wanted guns that shot well, were deliverable to our store within a reasonable amount of time, and were products we could find profit in,” Duda says.

The minute-of-angle component added a flurry of accessory purchases to the mix, and, not unsurprisingly, optics led the list.

“We improved our choice of scopes and number of SKUs, and our customers followed every step of the way.

Our clients expect to pay as much or more for their optics as they do for their guns,” Duda says. But he goes on to note,“Over the years, we’ve found there seem to be two kinds of customers. There are the ones who spare no expense, and the ones who want to get into the distance game on a budget.”

Over the last two years, Duda has seen the budget distance firearm become much more obtainable. “We now have rifle and optic packages that can get a shooter to hear the metal clang at 1,000 yards for close to $2,000. Even at these prices, we still see strong profits, and the customers often add a second rifle.”

by peter b .

UPDATE

mathiesen

RECALIBRATING TO THE NEW NORMAL

Today, handguns are still in the volume driver’s seat at this retailer. However, the long rifle holds the high end of profits.

“Make no mistake, there was profit in the political upheaval. We made a resolute decision that we would not gouge our customers.

We just respected them too much to take advantage of them,” says Duda.

While 2016’s pre-election buying storm was about unit sales, 2018 finds this store counting fewer turns but with stronger profits. Duda explains, “The best part of this sales mix is that we are making more while fostering new kinds of shooters and shooting that we love.” ➤

LESSONS LEARNED FROM THE COUNTER ➤ Replacing the Panic Customer with the Strategic Customer: It’s a juggling act.

Classic long-term business strategies will always trump the run on the store.

Remember, the easy sale will go away, and eventually you

Though the store’s sales volume is lower, profits have steadily increased.

will lose its profitability.

Look to the long-term development of your customer base, and give them new experiences to promote consistent sales.

Respect Your Customers to Build Loyalty: This retailer

did not take advantage of its customers with radical price gouging, even though it could have. Instead, its prices and profits were reasonable.

In turn, it developed and fostered customer loyalty that drove it to success through the “new normal.”

Getting the Client On Their Game: It’s easy to talk about

going the distance when there are limited places for customers to experience it.

Duda recommends cementing relationships with outdoor range owners.

Collaborate and create events at their facilities, even if you can’t get your own range as far out as 1,000 yards. By feeding the shooter’s passion, you will create success.

“From the Counter” works to identify and highlight innovative market strategies helping retailers compete more successfully. Lessons learned will be drawn from an array of regions with diverse market economies.

Rocky Mountain Shooters Supply is an independent retailer in the rapidly growing Western mountain region 60 miles north of Denver.

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RETAILER T OOLBOX

by josh fiorini

Knowledge Is Power But does it drive sales?

E

very industry needs salespeople who create relationships with their customers, manage their experiences, and, yes, close the sale. But while the basics of selling are the same no matter the product, every industry is different. Obviously, the products and services being sold differ enormously, but also the demographics and behavior of each customer base. So, for the shooting-sports industry, what skill set makes for a good salesperson?

WALK WITH PERSONALITY ...

... BUT TALK WITH KNOWLEDGE

At most major corporations utilizing large salesforces, one of the facets critical to the sales position interview process is often some sort of personality test. Each test may have slightly different criteria, but all are seeking a few key qualities, such as the need to be outgoing, curious, and optimistic, someone who isn’t easily discouraged and who will remain cool in uncomfortable situations. Salespeople should also be likable but not obsessed with being liked, and they should be goal-oriented.

Everyone at some point in their life has met someone and thought, That person is a natural at sales. It’s true, some people do have a knack for sales. It’s also true that some of those otherwise natural skills can be taught, but that is difficult and often not successful. At its core, sales is about both talent and skill, but talent cannot be taught or developed quickly.

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Beyond having a personality that closes sales, your salespeople must know the details about what they are selling and be able to speak about it intelligently. I once told a gentleman I was looking for a milling machine and he tried to sell me a lathe, referring to it as “that machine over in the corner that takes the material off.” Needless to say, I did not buy the lathe. I did buy a milling machine (which he still couldn’t identify) from him, for about a third of what it was worth—a good day for me, a bad day for him.

With so many different types of products and services in our industry, you’re really searching for the right combination of inherent sales talent and product knowledge. But if forced to choose one or the other, which should it be?

THE “GUN GUYS”

No shoe buyer calls Adidas to inquire about the vulcani-

➤

zation process used in the rubber and at what temperature it cures its soles. But those types of deep-detail inquiries are common among firearms buyers. This often leads companies at all levels, but especially retail, to hire product experts as salespeople.

The thought process is that one must be a “gun guy” to talk intelligently to or sell to another gun guy (or gal), and that customers will reject canned sales palaver from someone they perceive as inauthentic. There is, of course, merit to this thought process, but we must remember balance.

Those who possess the most technical knowledge on any subject are, perhaps surprisingly, often not the best people to sell those products. Let me give you an example.

Early in my career in the firearms industry, I was confronted with a salesman who had decades in law enforcement and the firearms trade.

He had a wealth of knowledge and taught me many things, but in a sales position he was ineffective. Even though he was well-liked, many potential customers stayed just that—potential.

He often led with the negative, overshared information that clouded the issue at hand, and prized the conversation over the sale. Indeed, he would shy away from difficult sales situations. Many attempts were made to train him on sales techniques, but it never took.

Any intelligent person can be taught product knowledge, but not every intelligent person can be taught to effectively sell. If you can find someone who has both skill sets, that’s good, but it doesn’t happen often. If forced to choose, your time and resources are much better spent hiring a sales professional and teaching them about firearms than the other way around.

by chris dolnack , nssf senior vice president and chief marketing officer

YOU SHOULD KNOW

Five Must-Sees at SHOT Show 2019

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s this issue of SHOT Business hits your mailboxes, we’re just seven or so weeks away from SHOT Week 2019. Like us, you’re undoubtedly firming up your schedule for January’s show, making dinner and entertainment arrangements and verifying appointments. With the show continuing to expand, and as we build momentum for our new exhibitor venues debuting at the MGM Grand in 2020 and Caesar’s Forum in 2021, we want to help all our industry members maximize their time and take advantage of all SHOT Week has to offer. Let’s take a look at some of what’s on tap.

EXECUTIVE MANAGEMENT SEMINAR ➤ Is there anything about running a business that doesn’t seem to change at the speed of light these days?

Whether you’re a sole proprietor with a staff of three or a CEO employing hundreds, it seems the only thing you can count on in business is that tomorrow will not be like today. Navigating trouble and seizing opportunity demands flexibility, information, and analytics by those running modern businesses and managing an ever-changing workforce. Our Executive Management Seminar, now in its third year, should be at the forefront of 2019 SHOT Show planning for company heads, senior management, and those in rising managerial positions. Taking place on Monday, January 21, the day before the show opens, this year’s seminar topics include: • Tactics for building a superior “A”-Team with a deep-dive look at team dynamics and a culture of resiliency.

• The new customer demographic. Your buyers aren’t who they used to be, and they’re not looking for “business as usual.”

• The shifting landscape of social media—the good, the bad, and the ugly of influencers, censorship, advertising, and public relations.

There’s more, including a dynamic keynote address by well-regarded author, facilitator, trainer, and business consultant Jimmy Page, who will explain how a shift to positive leadership can boost the performance of your workforce, improve management and teamwork, and enhance creativity, all while maintaining your company’s core principles. If you’ve already registered to attend the show, simply log in to your account at SHOTShow.org and add this event.

SUPPLIER SHOWCASE

When we debuted our Supplier Showcase in 2017, we believed we were tapping into a need not previously addressed in our industry.

That first event was such an overwhelming success, we expanded it to two days in 2018, and added the Supplier Showcase Innovation Center to highlight the technology third-party OEM suppliers are bringing to our industry.

We know that many readers of SHOT Business are man➤

ufacturers who will be attending SHOT Show. If that describes you, schedule time to attend the 2019 Supplier Showcase, taking place Monday and Tuesday, January 21 and 22. This year, more than 400 exhibitors will be taking over the Palazzo Ballroom on the Venetian’s fifth floor.

POP-UP PREVIEW ➤ If you’ve seen how packed the NEXT row of exhibitors has been the past several years on the second floor of the Venetian by the NSSF Member Lounge and Press Room, you know there’s no shortage of interest in having more exhibitors present at SHOT Show—and no shortage of exhibitors waiting to get in. This year we’re taking advantage of that Palazzo Ballroom space after the conclusion of the Supplier Showcase and setting up display space for hundreds of exhibitors at the top of our waiting list. These and others will be afforded full floor exhibition space at the Sands and our new space at the MGM in 2020, with more to follow at our second expansion to Caesar’s Forum in 2021. Meanwhile, for 2019,

all of us attending SHOT will have the privilege of getting to know these manufacturers. Pop-Up Preview will be in the Palazzo Ballroom on Wednesday, January 23.

SHOT UNIVERSITY AND RETAILER SEMINARS

This year, our premier, preshow educational program gets a new name and fresh curriculum. SHOT University—An NSSF Live! Event, taking place Monday, January 21, will continue to emphasize compliance best practices through its namesake ATF/NFA Compliance learning track.

Our Range track will be of interest to both indoor and outdoor range owners and managers, covering topics such as building profitable membership programs, event planning that drives new audience traffic, and the latest in today’s range technology.

The new Retail Design/ Customer Service track places the focus on how your physical retail space design can either discourage or encourage sales and employee engagement, and how your improved management of those two things can improve your business overall, creating a flexible, engaging, and meaningful shopping experience for today’s tremendously diverse customer base. ➤

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UPD ATE YOU SH OU LDby Kauthor NOW

The also new E-Commerce track is about all things internet. More than just about having a “web presence,” this track explains the benefits of streaming inventory programs and how they work with online sales to boost turns, developing online content that meets the demands of R3’s recruiting, reactivating, and retention goals, working with today’s challenging social media frontier, and how to effectively and efficiently collect customer data and then put it to work creating targeted marketing campaigns that exceed customer expectations.

Another new feature of this year’s SHOT University is the addition of three mini break-out sessions. They include one on crafting a concealed-carry policy for your business, one on planning and implementing a security self-assessment, and a compliance Q&A session.

As always, with SHOT University, you can participate in a full track or take part in the sessions of your choice from across multiple tracks. Either way, we’re sure there’s ample information here you can take home and immediately put to work improving your business and driving profits.

If you can’t arrive in time to attend SHOT University, then make room in your schedule to take in one or more of our dozen Retailer Seminars. With topics such as inventory management and retail design, funding tactics for startup ranges, public relations and working with the mainstream media, and website design that produces results, among others.

There’s something to benefit every FFL or firearms range owner.

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here

NSSF PARTNERS WITH HUNTING HERITAGE TRUST IN MAJOR NEW GRANT PROGRAM

A

t the 2018 National Association of Sporting Goods Wholesalers (NASGW) Expo in Pittsburgh, Pennsylvania, NSSF announced that it has entered into a partnership with the Hunting Heritage Trust to create a first-of-itskind, million-dollar grant program in support of hunting and the shooting sports recruitment efforts.

The new grant program is funded by a $500,000 donation from the Hunting Heritage Trust, an amount NSSF has agreed to match.

The Hunting Heritage Trust was created in 2002 by leaders in the hunting, shooting sports, and conservation communities “to fund and foster programs that enhance appreciation of our hunting heritage and increase public understanding and participation in recreational shooting sports.”

Each year, beginning in 2019, organizations meeting certain eligibility requirements can apply for an annual $100,000 grant to be

used to support recruitment, retention, and reactivation programs—known as R3 efforts—within the hunting and shooting sports industry. The grant program will be offered for a period of not less than 10 years, and while all organizations with formalized R3 programs will be considered for each year’s award, there will be an emphasis on those programs that focus on youth and non-traditional participants.

“Providing the resources to those newly interested in learning about firearms safety and the shooting sports, sparking renewed

NSSF CEO Steve Sanetti (left) and Hunting Heritage Trust President and former NSSF President Bob Delfay announced a new $1M grant program in support of industry R3 efforts.

interest in those who used to hunt or shoot, and keeping up the interest of those engaged in hunting and the shooting sports is of paramount importance to our industry,” says Steve Sanetti, NSSF CEO. “The new NSSF Hunting Heritage Trust grant program provides much-needed funding for these efforts.”

“The Hunting Heritage Trust has awarded dozens of grants totaling hundreds of thousands of dollars over the past 15 years, but none will have a greater longterm impact on the future of our hunting and shootings sports heritage than this $500,000 grant,” says Bob Delfay, President of the Hunting Heritage Trust and former NSSF President.

“There is no organization more dedicated than NSSF when it comes to R3 efforts in our industry. From its research and educational services to its numerous conferences and summits, NSSF leads the way in providing the tools our industry members need to get people actively, regularly involved in hunting and the shooting sports. We are pleased to partner with them in creating this important grant program in support of those efforts.”

BY AUTHOR HERE

UPDATE

C RI M E DATA

No Support for MSR Ban

T

he recently released annual FBI Uniform Crime Report (UCR) shows a 3.3 percent decrease in the national crime rate for 2017. This is the 15th consecutive year in which crime rates dropped. Homicides overall declined in 2017, with firearms-related homicides dropping slightly more than total homicides.

As the trade association for the firearms industry, we are committed to programs to prevent access to firearms by criminals and other unauthorized individuals. We know these programs work.

We also know the Clintonera ban on modern sporting rifles, inaccurately tagged as “assault weapons,” did not.

Looking at the data in the UCR, it is clear why banning certain firearms based on cosmetic features will not prevent crime. According to the chart below, we would be better off banning knives, hands and feet, and hammers.

A report out this year previews a similar picture of declining crime rates for 2018.

Despite the lack of any new gun control laws in most states, this report found that in 19 major cities, crime rates and homicide rates are dropping. The preliminary data from the report, “Crime and Murder in 2018: A Preliminary Analysis,” show that crime in 2018 appears to be dropping back to the historical downward trend.

The findings certainly suggest that, despite new firearms being sold every day to lawabiding citizens, there is no crime spike under way. In 2018, the data suggest the murder rate in these cities will be 7.6 percent lower than in 2017. According to the report, this is “approximately equal to 2015’s rate, near the bottom of the historic post-1990 decline.” The Brennan Center, a left-leaning think tank at the NYU School of Law, notes this is preliminary data, but states that it has correctly estimated the direction of changes in major-city crime rates in the past.—Larry Keane, NSSF Senior Vice President and General Counsel

NSSF AT ANNUAL CHIEFS OF POLICE CONFERENCE NSSF’s Trevor Santos (left) and Nephi Cole, both Directors, Government Relations—State Affairs, were on hand at the annual International Association of Chiefs of Police conference this fall in Orlando, Florida.

NSSF showcased its signature programs, including “Don’t Lie for the Other Guy,” intended to help retailers prevent straw purchases, Project ChildSafe, which provides free safe firearms storage information kits and cable-style gun locks to the public via law enforcement agencies, and Operation Secure Store, NSSF’s partnership with ATF to educate FFLs about store security.

OPERATION CHOKE POINT DOCS SHOW EXTORTION, COVERUP

D

ocuments unsealed in the lawsuit Advance America et al. v. Federal Deposit Insurance Corp. et al. show the Obama administration, through the Department of Justice and FDIC’s highest leadership in Washington, told regional directors “if a bank was found to be involved in payday lending, someone was going to be fired,” according to a Community Financial Services Association of America press release. The documents show the administration listed firearm and ammunition sales in the same categories as Ponzi schemes to justify its discrimination. NSSF worked with Congress to terminate

Operation Choke Point and continues to battle discrimination against firearms businesses by the banking industry. U.S. Rep. Blaine Luetkemeyer (R-Mo.), Chair of the U.S. House of Representatives Financial Institutions and Consumer Credit Subcommittee, sent letters to the Federal Reserve, Bureau of Consumer Federal Protection, and National Credit Union Association urging investigations for remaining vestiges of the initiative, adding, “I am still astonished by the amount of evidence proving senior officials in the American government have allowed their personal beliefs to govern their decisions.”

© 2018 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.

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FYI

BY ROBERT F . STAEGER

Drawing a Crowd Want to create a dynamic sales event? Shedhorn Sports has been doing it for 24 years

T

o call Shedhorn Sports’ annual Hunters’ Rendezvous “big” is to damn it with faint praise. For 24 years, Shedhorn owner Rob Gallentine has turned the little town of Ennis, Montana, into a mecca where guns and gear are sold morning, noon, and night—overflowing from the store to under outdoor canopies. Gallentine estimates he probably has about 8,000 people visit the event, ringing up 2,700 sales. “We’re glad the fire marshal doesn’t show up,” he jokes.

The Rendezvous didn’t start out as the blowout it’s become. Its host, Shedhorn Sports, began as a sign on a hardware store, letting customers know that the store also carried guns. That business eventually grew to fill the whole building—and the sales generated at the Hunters’ Rendezvous are a significant part of that growth. Below, Gallentine offers some expert advice for creating a signature sales event that your customers can look forward to every year.

ing.” The Rendezvous turns that anticipation into sales.

It’s also important to dodge the buying group shows, which can diminish your access to reps. Those reps are crucial; they’re the product experts at the heart of the event. Gallentine has reps from firearms companies such as Beretta and Remington, as well as clothing and gear manufacturers like Filson and Danner. “If those reps didn’t show up, this wouldn’t work,” he says. “Each one of them has been coming here for several years, some of them for a

lot of years. It’s like having a salesman sitting there and selling Winchesters... but he’s from Winchester.”

buy a rep sample at less than I would pay for that gun.”

Hire Smart ➤ In the beginning, you might be able to get by on overtime, but as your event grows, you’ll need to take on temporary personnel.

Gallentine hires about 30 people for the event—seven of them just to run NICS checks. “Pick your friends who are hireable,” says Gallentine. “Relatives of employees, good customers who you know.” Keep your staff on the registers, and let the temps handle bagging and other incidental tasks.

Get the Word Out Bring the Value ➤ Your

pricing should turn heads. Gallentine offers incredible discounts during the Rendezvous—not just on the guns, but on gear and ammo, too. He also offers a raffle every day, saving the best prize for Sunday to boost last-day attendance. Another bonus: Sometimes reps bring samples they’re ready to sell, says Gallentine, “so you can

➤ Have

an advertising plan.

“Radio’s consistent,” says Gallentine of his recent experience, “but television is a home run.” Gallentine has also extended his reach with eight-page sales fliers. This year, Shedhorn printed 50 percent more fliers and distributed them as far away as Idaho Falls. Gallentine credits this with a 20 percent spike in sales.

Start Small ➤ Like

Time It Right ➤ Gallentine

schedules the Rendezvous for mid-August.

“We’re two weeks to bow season, but nobody can hunt.

They can think about hunt-

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Though it takes a lot of planning, an annual sales event can be well worth the trouble.

PHOTO BY SLATON L. WHITE

anything with staying power, the Rendezvous had humble beginnings. Montana Fish and Game had a table, and so did the U.S. Forest Service. There was a taxidermist, and two company reps.

“We took all the lawn mowers out of the back of the store,” remembers Gallentine. “I cooked hamburgers outside as a thank-you for the customers.” Small as it was, the event was a success, and each year’s growth queued up the next.

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FIRIN G LINE

BY DAVID MACCAR

Little Wonder Mossberg’s 590 Shockwave is a handful, and then some

W

hen Mossberg rolled out its pistol-grip Shockwave pump gun two years ago, many saw it as little more than a novelty—until they started checking out the details. Then it began showing up at local shooting ranges, where it proved not only to be fun as hell to shoot (with the right ammo), but also a viable home-defense tool and truck gun. The 590 Shockwave has since become a successful full sub-line of Mossberg 590 shotguns, with six variants currently in the gunmaker’s ever-expanding catalog.

The crux of the Shockwave for retailers and buyers is that it is assembled in the factory with a pistol grip. Since a buttstock was never attached as original equipment, it is categorized as a “firearm” and not a “shotgun,” according to NFA regulations. That means the 14-inch barrel requires no tax stamp (which costs $200) when transferred.

I had more than one range buddy scoff heartily when I pulled this short-barrel shotgun from its case. I heard stuff like, “Hope your hand feels better in a week,” and “Good luck hitting the target—like, at all.”

These were all guys from a state where NFA items are prohibited, so they were used to shooting only heavy, fullsize tactical shotguns, turkey guns, and the like.

Furthermore, all had had punishing experiences with 20-inch-barreled shotguns outfitted with pistol grips. None of them realized how much of a difference this gun’s signature feature, the unique Raptor Grip from Shockwave Technologies, actually makes until they tried it. The grip greatly mitigates felt recoil by redirecting it so the kick doesn’t go straight into that tender wad of flesh between thumb and palm.

So, that addresses the bucking. Now, how about the accuracy?

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It’s a little gun, which means it’s lighter than most factory shotguns. It’s also rather easy to point and aim with the included front bead sight, if so desired, or an aftermarket red-dot (the receiver comes drilled and tapped for a top rail segment). Aiming can be done, and done well, especially at self-defense, across-the-room distances. If you practice, as I have, it will accurately shoot at longer distances, too.

Mossberg’s 590 Shockwave offers a load of versatility in a small, easily managed package.

As there are for nearly all Mossberg shotgun lines, a host of aftermarket products are available that make the Shockwave even more shootable and capable, from small flashlight mounts that fit the stubby muzzle to heat shields, on-board shell carriers, rails, textured grip tape, and forends. All of these items can help increase your sales margin on the gun. One word of caution, though: Given the Shockwave’s condensed dimensions, some popular 590 accessories, such as the Magpul MOE M-Lok forend, won’t fit. Check with the supplier before you place an order for your customer.

Since the Shockwave is tailor-made to be shot from the hip, a laser sight is a natural accessory to add—especially gun light/laser combos that save on limited accessory space. I’ve been running mine with a Crimson Trace Railmaster. It’s been working out fantastically, producing 5-inch groups with slugs at 12 yards, fired from the hip. I get even smaller groups with slower, careful aiming.

However, Crimson Trace’s new Lasersaddle, made specifically for the Shockwave, is an even better, more streamlined option. The gun’s 3-inch chamber in 12 gauge allows shooters to go to extremes.

They can punish themselves by feeding it 3-inch magnum

turkey loads or they can opt for the extremely light-kicking and controllable 1.75-inch Minishells from Aguila. An inexpensive adapter from OPSol called the MiniClip ensures these loads cycle.

For those who think the little Minishells are underpowered, consider this: 2.75-inch 00 shells are designed to kill deer across a field. Selfdefense targets are typically engaged at 7 to 10 yards, and most residential rooms aren’t any bigger than that. The 1.75-inch shells have more than enough power to be effective in these situations.

Alternately, the Shockwave currently comes in two smaller chamberings: 20 gauge and a .410 model, each of which has a six-round magazine tube (with 2.75-inch and 2.5inch shells, respectively).

The recently released Shockwave mag-fed model uses the same box magazines developed for the 590M shotgun for a 10+1 capacity in 12 gauge and will accept the company’s 15- and 20-round magazines, adding capacity and rapid reloads to the Shockwave’s attributes. Mossberg also offers a variant of the 12-gauge Shockwave with a Flat Dark Earth Cerakote finish and a JIC survival model with a stainless-steel Cerakote finish. SRP: $499 to $721, depending on gauge and options. (mossberg.com)

UNDERCOVER SHOPPER

Lowcountry Gambit Would the search for a competition pistol yield a suitable offering?

Would retailers in Charleston, South Carolina, step up to the challenge of guiding a newbie competitor?

I shopped as one vaguely familiar with firearms and with little knowledge of competitive handgun shooting.

STORE A

THE RIGHT GUY This store is the 800-pound gorilla in the area. It’s located in a freestanding building and features a busy indoor range.

The showroom is packed to

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the gills with guns and gear.

Hundreds of rifles are displayed on the floor, while even more pistols fill a long glass display case.

Entering the store, I was met with a hearty greeting.

When I told the associate I was considering handgun competition, he enthusiastically stated, “You’ve got the right guy! I’m a competitor myself. I love it!” He proceeded to provide an education on handgun sports and the types of guns appropri-

ate for each. He also offered an invitation to the store’s biweekly competition, suggesting I rent guns to try and even volunteering use of his personal pistol.

He showed me a SIG Sauer P320, using it as a prop to explain the features relevant to competition, such as sight radius, weight, caliber, grip, and capacity. The brief education was thorough but easily digestible by the inexperienced. It was consultative, probing, and profession-

al. I could not have asked for a better experience.

STORE B

IN THE WEEDS ➤ This is a small establishment, and the lone employee, likely the owner, was occupied with someone and engaged in deep conversation. He briefly acknowledged me, indicated he would be with me in a minute, and invited me to look around. I did, but with an eye on the door because the store

PIXEL PUSHERS

T

he Lowcountry of South Carolina offers warm (and steamy) weather year-round. It’s a perfect environment for outdoor sports like competitive shooting. I decided to go on the hunt for the right gun for someone interested in taking up pistol competition.

How’d They Do? Customer Service

Product Knowledge

Product Availability

����� Our associate should be a trainer!

It was the best experience with a gun salesman I’ve ever had.

����� This clerk demonstrated deep product and subject knowledge—and knew how to share it.

����� The shop had several hundred pistols available, including competition models.

��� The owner was STORE unable to handle our visit and made a bad handoff.

��� The volunteer had reasonable knowledge, but the store shouldn’t have put him in that position.

��� The shop did have several service pistol models. There was even a $2,500 competition pistol available.

����� Introductions to other employees were natural, helpful, and added value.

���� Most of the staff we encountered had relevant knowledge based on experience.

����� The store had plenty of options across a variety of price points.

����� The friendly atmosphere and sincere welcome made us feel comfortable.

���� Knowledge of firearms was first-rate, but the store doesn’t directly address the competition market.

���� The store had plenty of general-purpose handguns, but didn’t carry competition gear.

STORE

A

B

STORE

C

STORE

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SCORING SYSTEM:

smelled bad—really bad—in a public restroom sort of way.

The proprietor was clearly going to be a while, so he asked a friend who happened to be in the shop to help us.

While it was kind of the friend to step in, he wasn’t trained in solution selling.

He unloaded some information on competition shooting and quickly got in the weeds.

It’s a bit unfair to grade the interaction, as my “associate” was not a store employee. He was perfectly helpful, but the owner shouldn’t have pawned off a well-dressed couple looking to buy a gun. After 20 minutes, the awful smell and lack of interaction encouraged us to find the exit.

Outstanding: �����

Very Good: ����

STORE C

IMMACULATE ORGANIZATION ➤ This is a new retail store, range, and training facility.

When we arrived, we were greeted by three very friendly “shop dogs” (a big plus in my book!) and an outgoing associate. The store was immaculate, well-organized, and brightly lit.

After hearing that I wanted to start competing, the associate decided to introduce me to another employee active in competition. His first question was, “What kind of competition?” Good move. That started a discussion about our needs and an opportunity to educate.

Winner: STORE

Average: ���

We were led back to the range to meet other employees, who provided additional guidance. The range staff invited us to attend a regular match and promised eyes and ears so we could learn the ropes. They also offered an inexpensive opportunity to rent guns for trial.

STORE D

WELL-STOCKED ➤ Located in a strip mall in an affluent area of town, this store seems to cater to the sporting market, based on the inventory. The showroom was well-stocked with accessories, clothing, hunting, and shooting gear on floor displays. The majority

A

This store excelled in guiding our search for a competition pistol. Why? The associate had credible knowledge of the topic, but more important, knew how to ask questions and educate without being condescending. His enthusiasm carried the day.

ATP Guns 1340 College Park Rd. Summerville, SC 29486 843-873-2250 atpguns.com

Fair: ��

Poor: �

of guns in stock were shotguns and hunting rifles, although the new and used handgun selection was impressive.

I was greeted almost immediately by an associate.

The staff was genuinely interested in talking with us and were candid that their business tends to attract more hunters and recreational shooters than competitive types. But they certainly had the inventory to support entry-level competition shooters.

This inviting business would be at the top of my list for stores to visit for hunting, defensive, or recreational shooting requirements.

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SHOT BUSINESS DECEMBER TWO THOUSAND EIGHTEEN

The Big Investment SIG Sauer wants its dealers to succeed. And it has a program designed to help them

By Slaton L. White

I once sat down with an executive from Mercedes-Benz to talk about the manufacturer’s dealer education program.

He told me the reason the company placed such emphasis on dealer education was that Mercedes is a premium brand, and “premium brands require a premium product and premium service. The people who sell our cars need to know the features that make a Mercedes a Mercedes, and why they’re priced the way they are.”

“Aren’t such programs expensive?” I asked.

“Absolutely,” he said. “But it’s more expensive to us if we don’t educate our dealers. A dealer who doesn’t represent us in the proper way, who can’t explain the features and benefits of Mercedes ownership, costs us money in the long run.”

C.J. Romans sighting in the SIG 716G2 patrol rifle at 100 yards. By the end of the day, he will be hitting targets at 1,000 yards.

30 I thought of that conversation on the way to Chalk, SIG Sauer’s ongoing dealer education program.

In military terminology, a “chalk” is a group of paratroopers that deploys from a single aircraft. The term is well-suited for the total immersion experience that was SIG Chalk 18-05 (the fifth such class of the year).

The basic idea is to expose SIG retailers (in this case, a group of 27) to the SIG philosophy as it relates to product design, production, and distribution. The twoday event included a factory tour, where retailers marveled at the overall cleanliness and organization of the factory, as well as a day at the SIG Sauer Academy, where members of the group received day-long instruction in their choice of pistol, carbine, or long-range rifle.

Part of the message Tom Taylor, SIG’s chief marketing officer and executive vice president of commercial sales, wanted to impart to our group was that “SIG is the foremost provider of compatible systems— rifles, pistols, optics, ammo, airguns, suppressors, and training. And that ties in directly to our new tag line, ‘Never Settle.’

It means we won’t settle for second-best.”

That message also supports something Taylor told me earlier: “SIG excels at disrupting the industry,” meaning it has no plans to rest on its laurels, and will keep pushing forward. “Pushing forward is the only way to go. Standing pat will no longer cut it in this incredibly competitive atmosphere.”

When Taylor outlined SIG’s retail strategy, he said, “We want to make sure you have the tools to serve your customers.

It’s all about boots on the ground. Chalk is designed to help our brick-and-mortar partners.

“We want you to know that we have an unwavering commitment to MAP [minimum advertised price],” he continued.

“We are invested in our brand, and you don’t build value by discounting your

products. It doesn’t help us, and it doesn’t help you. The 4473 form takes the same amount of time to complete whether you’re processing a $250 product or a $1,000 product. We want you to increase your profit margin. That’s why we have a stringent MAP policy. SIG is committed to local retail, and, at the end of the day, it’s all about putting money in your pocket.”

Presentations completed, we adjourned to the SIG Academy, where we were given ample opportunity to sample the pistol, carbine, and rifle programs.

“Only two out of 10 customers really know what they want when they walk into a store,” Taylor told me later that evening. “That’s why we spend so much time on dealer training. If a dealer can’t explain the features and benefits of, say, a SIG P365, he can’t sell it. By helping our retailers in this way, we help ourselves as well.”

SIG is backing that dedication to its retailers with changes to its product marketing efforts. One of the biggest of those changes is bringing ad creation in house.

“We found that many outside ad agencies don’t really know much about firearms, and we wanted to take the same care with our ad and marketing messages as we do with firearms design and production,” Taylor said.

In a way, it’s all about getting everyone on the team on the same page. That, in turn, becomes a force multiplier for success.

Boots On the Ground

During the range time at the SIG Academy, I selected the long-range rifle program, for two reasons.

I did want to learn how to shoot at 1,000 yards, but I also wanted to really learn how to use a scope equipped with ballistic turrets and a milliradian reticle.

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THE BIG INVESTMENT DECEMBER TWO THOUSAND EIGHTEEN

Instructor Andy Roy and his team immediately set about demystifying this scope and, in doing so, delivered the single best explanation of parallax I’ve ever heard.

If you’re trying to sell a long-range SIG Tango scope and the customer can’t quite grasp the importance of the paral-

lax knob, do this: Place a box of ammo about 6 feet away on the counter. Have the customer, both eyes open, hold up his thumb so it centers on the box. Have him close one eye. Then tell him to open that eye and close the other. He’ll see the thumb jump back and forth across the box. Now, move that box so

Clockwise from top left: Mike Grossman learns how to shoot around a car; instructor Andy Roy explains the intricacies of the SIG 716G2 patrol rifle to the long-range group; the author cut this price tag at 100 yards; Andrew Baghai tries out a SIG P320 pistol.

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Clockwise from top left: Andrew Baghai on the move in a carbine drill; instructors carefully explain close-quarter marksmanship objectives before any drill begins; SIG account manager Amanda Mapes checks her pistol target; Andrew Baghai in the shoot house.

it’s only 1 foot away. Have him repeat the exercise. The thumb barely seems to move. That’s it. All the parallax knob does is move the focal plane and reticle on long-distance objects to eliminate that “jump” so you can place an accurate shot at distance.

Moving to the range, Roy and his team had us sight-in prone at 100 yards. That done, they had us focus on price tags hang-

ing on string taped to the bottom of the targets. They were swinging in the wind.

“See if you can hit the tag,” Roy said.

It seemed impossible, but I actually cut a corner of one of the tags. The importance of the exercise? “You can’t always control your environment, whether you’re a sniper, a competing precision shooter, or a hunter,” Roy explained. “Sometimes you just have to

go with what nature throws at you.”

Once we established the 100-yard zero and set the screws on the elevation turret, we backed up to 300 yards.

“Now we get to the math,” Roy said.

“Don’t worry, we’ve done that for you. It’s based on SIG ammo ballistic charts.”

After we turned the turrets the required clicks, we started shooting.

Then we repeated the drill at 750 yards.

Same thing—turn the turret back to zero, and come up the required amount. Soon thereafter, we heard the steel targets ringing in the distance. By late afternoon, we were doing the same at the 1,000-yard targets.

It was an intense day, and at end I was utterly exhausted, mentally and physically.

But I had learned a lot, not only about SIG rifles and optics, but also about trigger control and breathing techniques.

Taylor had told me the morning before we hit the course that the bus ride back to the hotel is usually quiet, with people napping or just thinking about the experience. Not us. We were like a joyous high-school football squad heading home after a big win. I believe that’s called teamwork.

The Last Word

tol class was smart and effective,” he said.

“Building on good fundamentals and allowing us to do more than most can do was so cool, and shooting from an [immobile training] car while learning compression and retention drills was over the top!

I will forever have huge respect for SIG and the investment it has made in me and my company.”

Will James, president of Defender Outdoors Shooting Center in Fort Worth, Texas, also found SIG Chalk to be a rewarding experience. “I found great value in this trip, not only from the product line deep-dive, but from getting to interact and share information with fellow range and store owners,” he said. “SIG Academy taught me many things and let me experience the SIG product line firsthand. I can now share that knowledge with our staff, and we can give the customer real feedback on the different firearms systems. I also have a new appreciation and confidence for SIG’s quality control.”

Andrew Baghai, of Federal Way Discount Guns, in Federal Way, Washington, participated in the carbine course. He said, “The SIG Sauer Chalk was a well-prepared and fast-paced few days, packed with constant activities and great staff. I’m happy to have met likeminded individuals from the industry, and love the connections that were made.” (sigsauer.com)

Mike Grossman of The Hub—a gun store, range, and pawn shop in Lakeside, Arizona—told me at the

conclusion of our Chalk session, “This was by far one of the best events I have ever been to. The factory is downright amazing, very clean and organized. Its ability to so easily switch production and maintain such a high level of quality control is simply unreal.”

Grossman participated in the pistol training, and gave it high marks. “The pis-

One tip for improved accuracy when using a rifle equipped with a pistol grip: Place the thumb alongside the grip, not around it.

DECEMBER 2018

Have you d ev e lo pe d w a y s t o k e e p cu stomer dat a o u t of t he w r o ng ha nds? +

By Peter Suciu Illustrations by adolfo valle

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PRYING EYES

conscientious firearms dealers understand their responsibility to safely secure their inventory. They do this in a variety of ways, from installing alarm and surveillance systems to locking up firearms every night when the store closes. But in one key area—data protection—many shops don’t fully Services, LLC, and a Security Consultant team member for the National Shooting understand the threat of cyber theft.

Sports Foundation. “As a small gun shop,

you may not have the infrastructure to put up a strong defense, and this is what cyber attackers look for. In many cases, you won’t even know if there was a breach, as smaller shops often don’t have an IT [information technology] team to monitor for these types of attacks.”

The firearms industry should heed these warnings, as it isn’t just credit card information or employee data— such as Social Security Numbers—that could be at risk.

Gun shops that keep digital records of transactions might often have NICS data on their computers. That data contains Social Security Numbers, addresses, and, in some cases, even customer fingerprints.

“That type of information is worth so much more than a credit card number, which sells for a couple hundred dollars on the dark web,” says Ian Eyberg, CEO of NanoVMs. “The dark web is the part of the internet that can’t be easily accessed by normal web browsers, and where there is, sadly, a thriving illicit marketplace. Credit card data is good only until its theft is discovered. When that happens, it’s no longer valuable.”

Eyberg notes that firearms purchasers must provide much more information to complete the sale than would, say, the purchaser of a toaster at Target. “Such information

Since January 2017, there have been at least 14 security breaches that have hit major retailers across the United States, according to Business Insider Intelligence. Such breaches are a serious threat to both brands and customers, and they can affect a customer’s trust in those brands. Big names such as Saks Fifth Avenue, Lord & Taylor, Target, Best Buy, and even Panera Bread have been targeted by hackers.

Stolen credit card data and other personal information can seriously damage a retailer’s brand and reputation.

According to a study conducted by KPMG, 19 percent of customers said they would completely stop shopping at a retailer after a breach; 33 percent said they’d at least take an extended break from shopping there.

Many smaller shops may think that because they aren’t a major brand, the risk is lessened. Unfortunately, these days retailers at all levels can find themselves in the crosshairs of cyber criminals.

“Small mom-and-pop operations often think that because they are small, they aren’t a target, but that isn’t the case,” says John J. Clark, principal and founder of PCI

Take Five Cyber-security often is thought of as being static.

But according to the retail specialists at Hall-N-Hall consulting (hallnhall.com), the reality is quite a bit different. Cyber-security must continually adapt to the constantly changing world of cyberspace. Here are five takeaways for you to consider.

Up-to-Date BusinessClass Firewall: Many stores we visit during our

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security and compliance consultations have installed a good firewall.

However, many have failed to install the latest updates.

Separate Wi-Fi Service for Guests: Believe it or not, a lot of stores share their Wi-Fi with their guests. This is a huge security risk and could easily endanger your entire operation. Having a separate Wi-Fi with its own terms of service protects you in case someone does something malicious using your

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internet connection.

Up-to-Date POS and PCI: Make sure your point-of-sale (POS) terminals comply with the latest payment card industry (PCI) compliance rules. Part of being PCIcompliant is ensuring that customer credit card information is protected.

Regular software updates help you to stay PCI compliant.

Protect Credit Card Information: We’ve seen instances where a store’s team members

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will write down credit card information. This should never be done, as it provides the potential for a security breach.

E-Store Security: If you have an e-store, make sure the site is secure by using a good SSL (secure socket layer certificate). An SSL ensures that all data transmitted between the web server and browser remains encrypted. We’ve seen some stores use Wordpress with plug-ins from third parties, which is not the way to go.

5

Are You GDPR Compliant? can be used for identify theft,” he says. And the real worry here is that this information can be captured by more than one person. “Data that shows up on the dark web can go through many brokers. It isn’t just one mysterious hacker in the Ukraine. It literally is people all over the world.”

⬢

DUE DIL IGENCE Cyber-security researchers suggest that data needs to be protected at all times. When it comes to firearms retailers, the same level of due diligence paid to secure the actual firearms should be applied to customer information in both paper and digital forms.

“First and foremost, gun shops need to ensure they are conducting business in compliance with ATF regulations, including point-of-sales (POS) solutions that are designed specifically for gun shops,” says Charles King, principal analyst at technology research firm Pund-IT. “Being vigilant is something many gun shop owners deeply understand, so making the best use of security technologies, including firewalls, should be entirely natural for them.”

Many firearms retailers may not think of the digital component of the Firearms Transaction Record, including Form 4473, which is filled out when a person purchases a firearm from a Federal Firearms License (FFL) holder. However, in response to the Government Paperwork Elimination Act (GPEA), along with requests from the firearms industry, the ATF developed the e-Form 4473, which was designed in part to help eliminate errors in completing the form. It is now provided free of charge and runs on a retailer’s computer with either Windows and Mac OS X support.

“That form includes a lot of personal identification information, including a Social Security Number and date of birth,” says Clark. “If you store that electronically, you need to have backups.”

Clark says responsible gun dealers take proper steps to lock up guns and other at-risk inventory. Data should be treated in the same manner. “Digital information needs to be secured as well,” he says.

Along with installing firewalls and virus protection, and regularly scanning the business computers for infections, one of the simplest ways to protect a shop’s computer is simply by making it off-limits. That means not allowing the shop computer to be used for random web browsing by employees, and certainly not by customers. And if that computer is used to archive information—such as copies of the e-Form 4473 transactions, payroll, and other sensitive information to run the shop—it should be completely off-limits to those who do not need to use that computer.

“You have to trust your employees to do certain tasks on the computers, just as you may trust them with the safe deposit box,” says Eyberg. “It really comes down to asking yourself, ‘Do they really need to use the computer to do that task?’ There is no reason to give them access if they don’t really need it.”

Most gun shop owners probably never ship a firearm to Europe. Without the right export license, that situation would be something that rarely, if ever, presents itself. But what about accessories or the occasional T-shirt or clothing to a customer in the U.K. or Germany? If so, then you need to think about the General Data Protection Regulation (GDPR) that went into effect earlier this year.

“This is something that nobody has really addressed,” says John J. Clark, principal and founder of PCI Services, LLC. “The GDPR is something all businesses in the U.S. should be thinking about, and determining whether they fall under it.”

The GDPR is a regulation in European Union law regarding data protection and privacy for all individuals within the EU, as well as the European Economic Area. The goal of this legislation is to provide control to citizens and residents over their respective personal data. Retailers, manufacturers, and other vendors in the U.S. can be affected by it.

“The GDPR applies to any company that collects and processes personal information on EU citizens,” says Chris Olson, CEO of the Media Trust, a provider of transparency and ad verification solutions to more than 300 companies in the online and mobile advertising ecosystem. “If EU citizens can access your website and mobile apps, chances are you need to stay compliant.

Demonstrating reasonable care is key, and you can do so by showing that you have a reliable consent mechanism, and a clear privacy policy that details how you use the data and your legal basis for its collection.”

For businesses of all sizes, this means enacting that policy across the organization, as well as with your digital vendors, who must acknowledge the policy.

“You also need to document what personal data you and third parties process, who within your organization and among your web of direct and indirect vendors collects and processes the data, and with whom you share the data,” says Olson.

The key to this EU regulation is data, and even if you don’t have customers in Europe but correspond with individuals who live there, you may need to be GDPR compliant.

“If you need to send an email to someone in Europe, you’re going to have to be sure you are following the GDPR guidelines,” says Ian Eyberg, CEO of NanoVMs. “We only need to look at the past fines that the EU has leveled on American companies. GDPR is very real, and I would pay attention to it.”

For American retailers, this could also be a portent for similar laws in other parts of the world, and retailers and manufacturers alike should expect a more regulated environment. Japan and South Korea, where privacy is extremely important, are following suit, and comparable regulations are already coming to America.

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DECEMBER 2018

Black Wing Shooting Center excels at fun

By W.H. Gross

TAINMENT! DECEMBER 2018

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Black Wing Shooting Center, located in central Ohio, is definitely not the typical “good ’ol boy” shooting range. Quite the contrary. It happens to be the Buckeye State’s only NSSF Five-Star facility, offering retail firearms, indoor handgun and rifle ranges, and outdoor trap, skeet, and sporting clays fields. In short, it’s a first-class, state-of-the-art, 21st-century shooting facility.

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Black Wing has not achieved that level of success by happenstance.

Rather, its owner, Rex Gore, is a forward-thinking individual who’s constantly studying the firearms industry and its trends, as well as the trends of other industries.

“One of the things I instill in our staff—some 30 employees currently—is that we are in the entertainment business first, the shooting-sports business second,” Gore says. “It’s all about customer service and seeing that our customers have an enjoyable, safe time while they’re here.”

When Gore built Black Wing about 15 years ago, it was his dream to appeal not only to established shooters, both men and women, but also first-time shooters.

How was he planning to attract those particular people and grow the sport and his business? One of the ways was through hosting corporate outings and similar shooting events aimed intentionally at newbies.

“Our vision from the beginning was to build a shooting facility that could accommodate both small and large groups,” says

Gore. “For instance, anywhere from four or five people for a bachelor party to a group of several hundred for a more typical corporate outing or fundraising event. During the warmer months of the year, our facility can accommodate up to about 250, and those larger events typically are a half-day or full day.”

Gore’s plan has worked so well that he has added a full-time event planner to his staff. In doing so, once again he was thinking outside the shooter’s box.

Instead of hiring someone from within the shootingsports industry, he hired a former wedding planner: Kayla Lemaster.

“We currently host about 150 to 190 shooting events annually,” says Lemaster.

“We hope to double that number during the next few years.” In addition to corporate outings, Black Wing hosts date nights, bachelor/bachelorette parties, a monthly ladies club, family reunions, birthday parties, and kids’ summer camps, all of which offer shooting opportunities.

“The people who call me to arrange a shooting event usually don’t have much

shooting experience, possibly none, so they’re looking for suggestions,” says Lemaster. “They often say, ‘Tell me what to do,’ and it’s my job to help them.”

Lemaster says that as many as half of some groups might be first-time shooters. “We assure them that our staff members will be with them every step of the way, and that everything will be provided: firearms, ammunition, and eye and ear protection.

They don’t even have to know what they need. All they have to do is dress for the weather and show up.

We’ll take it from there.”

“We can help a group create and organize any type of shoot they’d like to have, from a minimal

shooting event with simple refreshments to a fullycatered prime rib dinner,” says Gore. “That’s the beauty of what we do, as opposed to most of the shooting ranges I’ve visited across the country. We handle everything from start to finish.”

Gore admits that pitching the idea of a shooting outing to a corporation that’s accustomed to golfing outings can be an uphill battle. “I’m originally from Texas, where firearms, shooting, and hunting are much more a part of the general culture than in Ohio, so relocating to the North was definitely a challenge. And with the many negative stories about firearms constantly in the

news these days, it continues to be a challenge.”

Still, he believes the outward appearance of his facility helps to quell initial fears. For instance, upon pulling into the parking lot, customers see an attractive, modern, stone-and-glass building. Once inside, they experience a professionally run shooting range with numerous instructors and other helpful employees to put them at ease.

One outing in particular stands out for Gore: a doctor who brought a group of 25 nurses to the range for a team-building outing.

“The nurses were not told where they were going, so when they walked in the front door of our facility, they were wide-eyed and

anxious, because most of them had never fired a gun before,” he says. “We did everything with them that day from shooting handguns indoors to shotguns outdoors. We even finished up shooting machine guns with those who wanted to give it a try.”

Gore says that, at the end of the day, the nurses were enjoying themselves so much that no one wanted to leave, and all they could talk about was when they could come back and shoot again. “To me, that’s the joy of what we do,” he says. “I love introducing new shooters to the shooting sports. The key to making it all work is keeping events fun, exciting, and, most of all, safe.”

Black Wing works hard to attract corporate outings.

The overall look of the facility, as well as the professionalism of the staff, are two big reasons the range has had success in this area.

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Rex Gross, owner of Black Wing Shooting Center, admires a semi-auto shotgun from the facility’s wellstocked inventory.

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PHOTO CREDIT

Exhibition shooter Tim Bradley (top) ends a session with a bang. Families are always welcome at Black Wing’s sporting clays course.

Lemaster added that most everyone who attends an outing is willing to give shooting a try, though every once in a while a person decides shooting is not for them.

“And that’s fine,” she says.

“We don’t push anyone to continue if they don’t want to. We understand that recreational shooting is not for everyone.”

Potential corporate customers hear about Black Wing in one of several ways. It may be via the internet through a simple Google search for “shooting event” or “other corporate event,” or via Facebook or social media sites. Black Wing also advertises heavily with direct mail, radio ads,

magazine ads, billboards, and in local movie houses.

Gore even attended a few bridal shows to get the ball rolling, attempting to attract bachelorette parties.

“At one show, my display was placed beside a lady who bakes wedding cakes, and about midday her curiosity finally got the better of her. She turned to me and asked, incredulously, ‘What are you doing here?’”

Of all its outreach, the advertising method that has seemed to work best for Black Wing has been simple word of mouth. “We have some 2,000 members, and all those people work somewhere,” says Gore. “So when we put out the word to them that we were open

for corporate outings, our members took that message back to their employers and became advocates for us and our facility.”

Black Wing also hosts its own special events throughout the year, and the people attending those shoots see firsthand that Gore and his staff know what they’re doing, and that the facility can accommodate large numbers of people. For instance, each summer, at the end of July, the range hosts its Summer Blast. As many as 500 people visit throughout the day, enjoying not only the shooting, but also a hog roast and live band that night.

“Those events build credibility with the public,” Lemaster says. “And again, it’s very important to keep beginning shooters in mind during those times, to make them feel welcome, comfortable, and relaxed.”

About half of Black Wing’s corporate customers return at least yearly to shoot again. As for fundraising events, Gore has found that the number of people attending usually doubles from the previous year.

Always looking to the future, Gore has expansion plans in mind, hoping to not only double the number of groups shooting at Black Wing over the next few years, but also to accommodate even larger groups. One of the reasons he has invested so heavily in the “Black Wing Experience” is to be able to accommodate a massive change in demographics in the shooting sports. “Baby Boomers are gradually aging out of shooting and selling more product than

Going the Extra Mile “One of the many things I believe sets Black Wing Shooting Center apart from other shooting ranges,” says Rex Gore, “is that our instructors take the time needed with new shooters to make sure they have a positive first experience with firearms. Fitting a handgun or shotgun to a new shooter is a very important part of that, especially if the person is of a smaller physical stature.

“Our shooting instructors are trained to take the time necessary to make sure a shooter is properly matched with a handgun, rifle, or shotgun. As a result, the shooter hits more targets, has a more enjoyable experience, and will likely want to come shooting again.

We’re all about exceeding people’s expectations at Black Wing, and our employees take the time needed to make that happen.”

they’re buying,” he observes. “And the younger generations, particularly Millennials, are not the gun collectors Boomers were. The younger shooters also aren’t the serious competitors their parents and grandparents were.

They’re more interested in coming to the range to have fun with their friends.

We must adjust to those changes or perish.”

Gore is convinced that fun is a key component of his continued success.

“Never forget that we’re in the entertainment/recreation business, and that first-time shooters are our future customers,” he says. (blackwingsc.com)

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GOOD STUFF

BY RICHARD MANN

First Line of Defense PepperBall’s LifeLite is a unique, less-than-lethal option

F

irearms are often considered the first line of defense when it comes to personal protection, but in reality, most nefarious behavior can be altered with lessthan-lethal options. This is, of course, why those schooled to deal with humans intent on mayhem are trained to de-escalate confrontational encounters in a variety of ways. The accurate delivery of a capsaicin II agent onto an aggressor is just one of those options, and the PepperBall LifeLite is a unique tool to make that possible.

PepperBall-branded products are developed, manufactured, and distributed by United Tactical Systems (UTS), a privately held company specializing in lesslethal systems for the law enforcement, military, private security, and personal-protection markets. The LifeLite is its latest offering for the self-defense market, and it has applications beyond civilian use. In fact, it could be ideal for unarmed security guards at events and even in schools.

When our agency was finally issued pep-

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per spray, the officers on the street felt like we had instantly been given backup in a can.

Prior to that, our only less-than-lethal options were verbal commands or the laying on of hands. This often resulted in injury to the suspect, and almost as frequently to the officer. During 13 years as a police officer, I never once had the proper application of pepper spray let me down. When applied as intended, it was immediately effective.

The mission of a law-enforcement offi-

DECEMBER 2018

cer and the survival needs of a civilian are very different things.

Cops are trying to apprehend or arrest evildoers; civilians are most often only trying to change an aggressor’s mind. Villains are looking for soft targets; sometimes a flashlight is all that’s needed to turn a potentially bad situation into a safe one.

The PepperBall LifeLite combines a variety of tools to help you change the mind of a potential attacker.

For starters, it has a flashlight that will

PepperBall’s LifeLite is also a powerful flashlight.

allow you to turn the dark into day. It also has a laser sight, which in the mind of a villain would most assuredly be attached to a firearm. Then, of course, there is its ability to launch an encapsulated projectile that not only will hurt when it hits, but will deliver a concentrated dose of capsaicin II powder.

Finally, the unit weighs 2 pounds. In a worstcase scenario, it could be wielded as a striking weapon.

The LifeLite is a little less than 1 foot long and is constructed of impact-resistant polymer that surrounds the mechanical internals.

In hand, it feels like the old three-cell Maglite I carried for so many years on the street.

However, its 350lumen LED light— which is powered by a rechargeable battery or two 123A lithium batteries—is more than twice as bright. It will hold five pepper balls that launch via a CO2 cartridge.

To help with aiming, an integral red laser sight activates once the safety is disengaged.

The laser can be adjusted to match point of impact. Out of the box, the laser was perfectly adjusted for a 21-foot point of impact, which is about ideal for a personal-protection situation, especially considering the accuracy of the device. Shooting

from the hip, with the laser sight, I was able to put five PepperBalls into a group you could easily cover with the palm of your hand.

From a safety standpoint, the unit might be a bit over-engineered.

That’s understandable, given that you don’t want an accidental discharge. At any rate, a safety pin—reminiscent of a grenade pin—must be pulled before the LifeLite can be fired. In addition, a sliding safety must be pushed forward to expose the trigger.

The PepperBall LifeLite is not for everyone or every situation.

If the assault is already at contact distance, the LifeLite is not the right tool for the job. If your attacker is armed with a pistol, the LifeLite will leave you undergunned. However, when you might need that extra peace of mind, or when you’re confronted with a potential threat, it is a viable option, especially in locations where firearms are not permitted.

When considering the PepperBall LifeLite, it’s imperative you keep things in perspective.

This is a personal protection device, best applied to prevent things from getting worse; it’s a fight preventer, not a fight stopper. But it can provide powerful peace of mind, as well as a measure of personal protection for anyone walking a dark, lonely street. SRP: $299. (pepperball.com)

ACCURATE. SUBSONIC. SUBSONIC FOR REDUCED NOISE Velocities fall below the speed of sound to produce lower decibel levels

OPTIMIZED FOR SUPPRESSOR USE Engineered to be clean and deliver reliable performance in both suppressed and non-suppressed firearms

CONSISTENT ACCURACY Designed to deliver reliable accuracy for both target and range shooting

Available in .300 Blackout, .308 Win., 9mm Luger, 45 Auto, .22 LR and .22 Magnum.

© 2018 Olin Corporation

Winchester.com

W H AT ’ S S E L L I N G W H E R E

Arms, CA Barnwood Ripon

Situated between Stockton and Modesto in Northern California, this homedefense and hunting store has seven indoor shooting lanes.

Glock 19s have been in high demand. Other fast movers include SIG’s P238 and the Smith & Wesson M&P Shield. “It’s been a good year overall, and the holidays will bring strong accessories sales in addition to keeping handgun sales brisk,” said manager Craig Doherty.

In the semi-auto category, Ruger PC carbines are at the top of the list. Bolt-action rifles are also strong sellers with Tikkas, Kimber Montanas, and Ruger Americans (6.5 Creedmoor) leading the way.

City Guns, KS Bull Alton

Located on U.S. Highway 24 in northcentral Kansas, this large independent retailer keeps more than 3,500 firearms in stock. Floor space is nearly 10,000 square feet.

Handgun sales still rule at this retailer, with better-than-average numbers of Glock 19s and Kimber 1911s going out the door. Sporting clays and upland guns are warming up, with Browning Citoris and a few Maxis getting most of the attention. “We had a slower fall than in past years, and nothing is moving super fast unless there’s a special price on it. Locally, we depend on the oil industry doing well, but prices are improving,” said counter salesman Daryl Thornburg.

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DECEMBER 2018

Uncle Oly’s Gun WA Shop, Mount Vernon

This small, family-run shop keeps fewer than 100 used firearms in stock while adding new inventory through custom orders.

Handgun sales are higher than last year’s and continue to be the lion’s share of turns. Taurus 845s, SIG P238s, and Ruger LCP2s are seeing the most action.

“I continue to promote doing transfers,” said owner Brian Olson.

“We do them cheaper than anyone else for nearly 100 miles around, and it helps bring traffic into the store that we would never have had in the past.”

Uppers and lowers from Rock River and DPMS are moving as well. Bolt-action rifle orders are

Custom MN J&S Guns, Lakeview This retailer uses custom gunsmithing to maintain sales volume in the home-defense category for its 1,000-square-foot store.

Handgun sales are holding steady, with Glock 23s and 19s solidly in the top slots. H&K P30s in 9mm and .40 also are seeing strong demand.

MSR sales for the fall were flat, with only two units moving a month. “We are doing fewer custom build-outs. However, it’s still worth our time,” said manager Craig Elliott. “We see a lot of DPMS rifles selling for under $375 in our area, but we have decided not to compete that far into the basement. We find that we make

picking up, with Tikkas and a few Remington 700s in .243 and 6.5 Creedmoor seeing the most action.

Arms, CO Tactical Greeley

Located north of Greeley, this retailer specializes in custom MSR rebuilds and sales.

In its fifth year of operation, Tactical Arms occupies just 600 square feet and stocks an average of 100 firearms.

MSR sales are growing steadily after a slow start earlier in the year.

Aside from custom builds, production MSRs, such as Palmetto, Smith M&P, and Delton, are selling well. “We move a lot of customers into our specialty builds after their first entry-level purchase,” said coowner Augustin “Gunny” Salas.

a lot more on transfers.”

Trading Post, KS The Eldorado

Located 20 miles east of Wichita, this former pawn and gun shop is now dedicated exclusively to firearms, with an emphasis on handguns.

Compared to recent months, the chill of winter is bringing improving turns on handgun sales.

Ruger LC9s, Glock 19s, and Springfield XDMs in .40 are selling well.

“We have been slow this season, and handguns are the only segment that’s selling,” said manager Mary Ann Contour. “Our local farm economy is not what it often is, and we are down about 35 percent from last year.”

BY PETER B . MATHIESEN

Hendershot’s MD Sporting Goods, Hagerstown

With more than 700 rifles and shotguns on hand, this hunting store specializes in high-end rifles. The facility encompasses 5,000 square feet, including a pistol range added in 2015.

“High-end rifles continue to be strong sellers for our store,” said gunsmith John South. “It’s a wide demographic between younger and older shooters, which drives a diversity of high-grade wood and synthetic stock rifles. One thing that’s certain—if it’s in 6.5 Creedmoor, it’s sold!”

Two of this store’s top-selling rifles are Dakotas and Coopers in 6.5 Creedmoor. But Ruger Americans in 6.5 Creedmoor and

Doctor, Monk SC Gun Corner

Keeping more than 250 hunting guns and handguns in stock, Gun Doctor maintains high traffic by retaining a fulltime gunsmith who performs work for several other local gun shops.

With one month left in deer season, semi-auto shotguns and buckshot loads are moving. The combo also appeals to hog hunters.

Browning A5s in 12-gauge and Remington 1100s are the top sellers at this store. “You stock a used 1100 or A5, and it’s gone usually the next day,” said owner Christy Elan.

December is rimfire season, and nearly any kind of lever-action seems to be in high demand, especially those from Henry and Marlin.

While this store stocks new guns, it

.308 also do well. Waterfowl guns are still moving.

NY S&S Sales, Auburn

Located between Rochester and Syracuse in the Finger Lakes region of Upstate New York, this shop has about 900 square feet and two full-time employees. The shop is less than a mile from a Bass Pro Shops.

At the handgun case, Shield sales are slightly ahead of Glocks, and Ruger EC9s, and .380 LCPs are doing well. “I’m highly competitive with Bass Pro,” said owner Paul Smith. “It’s easier than most stores think to compete, because the big stores can’t respond quickly to my special prices. Their salespeople send me customers all the time.”

continues to lean on used firearms for better margins. Handgun sales are steady—the Glock 17 and Springfield XDS top the list.

TX

Sharp Shooters, Lubbock In business

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

MSR sales are down to one to two a week, primarily Daniel Defense, said Israel Musquiz, manager. “We’ve been thrilled with the service we get from Daniel. It has done an excellent job of keeping a stable price, and my customers

Owl’s Nest, NJ The Phillipsburg

Close to the Pennsylvania state line, this small dealer keeps 200 firearms in inventory and specializes in shooting sports products. As deer season winds down, slug guns continue to move briskly, especially Savage 220s and H&R Heavy Barrels in 20-gauge packaged with Leupold scopes. “These guns are a mainstay for our customers, and they really shoot well,” said owner Jim Heebner. “We package them with a mid-level premium scope and sell strong numbers all the way till Christmas.”

A few muzzleloaders are still turning, he added, mostly Thompson/Center Triumphs. MSRs are selling at one a month.

come in and expect to pay more for one.”

Outdoors, LA TP Monroe

With two locations in northern Louisiana, this sporting-goods retailer splits its inventory among fishing, soft goods, archery, and firearms. The stores turn nearly 5,000 firearms a year. Handguns move fast at this time of year. Best sellers are Taurus Spectrums and classic S&W J-Frame revolvers.

“Right when Black Friday hits, we change from hunter mode to a female and family-gift mode,” said owner Bill Petrus. “We’ll still turn strong numbers of guns, but our soft goods and accessories go through the roof.”

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47

THE NEW ZEISS CONQUEST V4

DREAM BIGGER WHATEVER DREAM HUNT IS NEXT ON YOUR LIST, SUCCESS IS NOW WELL-WITHIN RANGE. 30MM BALLISTIC STOP 90% LIGHT TRANSMISSION MULTI-TURN TURRET (FOR UP TO 100 MOA TRAVEL) ZEISS.COM/CONQUESTV4

NEW PRO DUC TS

(Continued from page 50)

The Savage Rascal Target XP rimfire rifle comes with a mounted and boresighted 4x32mm scope as well as a bipod/sling swivel stud mount.

Savage The Savage Rascal FV-SR (Suppressor Ready), Rascal Target, and Rascal Target XP are designed to take micro rimfire rifle performance to new heights. The Rascal FV-SR enhances accuracy with a heavy barrel featuring a threaded (½-28) muzzle. Like the original Rascal, the single-shot rifle cocks by lifting the bolt and unloads easily—without pulling the trigger. The design also helps build superior shooting skills with its full-size rifle features, including a peep sight, a tough synthetic stock, and Savage’s user-adjustable AccuTrigger system. The two new suppressor-ready

➤

Rascal models are available in pink or black.

The new Rascal Target is built for accuracy and adaptability, thanks to a precision hardwood stock, heavy 16 ⅛-inch barrel, one-piece Picatinny rail, and threaded (½-28) muzzle. Like the Rascal FV-SR, the Rascal Target offers full-size rifle features, including Savage’s user-adjustable AccuTrigger system and suppressor-ready barrels. Collectively, the platform offers far better safety, functionality, and accuracy than competing designs.

The Rascal Target XP offers all the Rascal Target amenities in a ready-toshoot package that comes with a mounted and boresighted 4x32mm scope, as well as a bipod/sling swivel stud mount. A left-hand model of this configuration is also available. SRP: $219, Rascal FV-SR; $314, Rascal Target; $399, Target XPO.

100 grams of polyester insulation for added warmth.

The jacket comes with two lower-front pockets with zipper closures, two inside pockets, and a left-chest map pocket with magnetic closures. The 8 Point is available in Mossy Oak Break-Up Country.

The Carhartt Buckfield water-repellent camo pant features triple-stitched main seams, an adjustable waist, and snap-button adjustable leg openings. The side cargo pockets have zippered, magnetic closures. Available with a 32- or 34-inch inseam in Mossy Oak Break-Up Country and Mountain Country. (carhartt.com)

Remington ➤ Remington’s Performance WheelGun ammunition features high-quality components and Kleanbore priming, which will not rust or corrode barrels. Available in traditional revolver and levergun bullet styles, the LRN (lead round nose), TMWC (target master wad cutter), and lead SWC (semi-wad cutter) are ideal for casual shooting, target practice, and training. The newest additions to the line are 148-grain .38 Spl. TMWC ($28.14), 158grain .38 Spl. lead SWC ($28.14), and 225-grain .45 Colt lead SWC ($44.33).

Available in 50-round boxes.

(remington.com)

(savagearms.com)

Carhartt

The Carhartt 8-Point Jacket is available in Mossy Oak camo.

➤ The new hunting-apparel product line from Carhartt features a wide variety of clothing options in Mossy Oak camo for hunting in a wide variety of weather conditions. The lightweight Carhartt 8-Point Jacket has

Available in traditional revolver and lever-gun bullet styles, Remington’s Performance WheelGun ammo is ideal for casual shooting, target practice, and training.

DECEMBER 2018

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49

NEW PR ODU CTS

danner

The Wayfinder, Danner’s first boot designed expressly for women hunters, comes with a Danner Dry waterproof lining inside a durable suede-and-nylon upper. It’s easy to adjust the fit of the boots with a tactical, lace-to-toe speed-hook system. Long-distance hunters will appreciate how Danner’s Plyolite midsole absorbs shock and works with the Wayfinder’s outsole to grip, not slip, on hardscrabble, wet, or steep terrain.

They’ll also like the ankle support provided by the 8-inch boot. The Wayfinder is available in brown and Mossy Oak Break-Up Country camo, with uninsulated and insulated versions. SRP: $139.99 and $149.95. (danner.com) (Continued on page 49)

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DECEMBER 2018

POSSIBLE UMAREX® MAKES IT…POLYONE MAKES IT

A new big bore for big game.

Umarex® Airguns collaborated with PolyOne’s industrial design team to engineer the new Umarex Hammer® with next-generation technology, power and precision.

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SYSTEMATICALLY ELEVATING

THE WORLD STANDARD FOR ACCURACY. THE MOD EL 7 00 P RECI S ION CHASS IS R IF LE .

ADJUST ADJUSTABLE ABLE

SUB-MOA ACCURACY CONFIRMED BY ‘CATS’ MEASUREMENT. EACH PCR IS SHIPPED WITH ITS OWN SUB-MOA ACCURACY CONFIRMATION USING OUR ADVANCED COMPUTER AIDED TARGETING SYSTEM ('CATS').

CARBON STEEL MODEL 700 BARRELED ACTION THREADED MUZZLE WITH PROTECTOR SQUAREDROP AND KEYMOD COMPATIBLE OVERSIZED TACTICAL BOLT KNOB X-MARK PRO EXTERNALLY ADJUSTABLE TRIGGER ADJUSTABLE MAGPUL PRS GEN 3 STOCK 5-ROUND MAGPUL DETACHABLE MAGAZINE

MORE THAN A RIFLE, A FULLY OPTIMIZED SHOOTING SYSTEM. The all-new Model 700 PCR (Precision Chassis Rifle) pairs our legendary Model 700 action – the strongest ever conceived – with an aircraft-grade aluminum alloy chassis for the most stable and consistent platform possible. Accurizing upgrades include 5R rifling, free-floated aluminum handguard, plus a completely user-configurable Magpul PRS Gen 3 stock.

A N E W E R A O F P R E C I S I O N.

©2018 REMINGTON ARMS COMPANY, LLC.

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