SHOT Business November / December 2022

Davidson’s own live streaming broadcast event, exclusively for Davidson’s dealers. Each episode is hosted by Kevin Wilson and covers topics such as new products and training, live Q&A with industry experts, upcoming promotions and even a chance to win prizes!

See you at SHOT Show!

Davidson’s will be attending SHOT Show 2022. Visit us at our new booth, #72317, at the Caesars Forum.

Davidson’s is proud to carry these fine knife manufacturers with many more on the way!

2022

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LC CARBINE

The lightweight, compact Ruger ® LC Carbine ™ chambered in 5.7x28mm owes its compact nature to a bolt-over-barrel design and feeding through the grip. With a 16.25'' barrel, reversible side-folding stock adjustable for length of pull, and utilization of the same magazines and controls as the innovative Ruger-5.7™ pistol, the LC Carbine ™ is the ultimate range companion.

SFAR

The Small-Frame Autoloading Rifle, or SFAR™, chambered in 7.62 NATO / .308 Win. combines the ballistic advantages of .308 Winchester with the size of a traditional MSR. By utilizing superior materials and engineering, the SFAR™ is bigger and stronger where it needs to be and remains smaller and lighter than comparable .308-sized rifles.

MARLIN MODEL 1895

The first Ruger-made Marlin ® firearm you can expect the same time-honored design as the traditional 1895, combined with Ruger’s trusted reputation for producing high-quality, reliable firearms.

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MARK IV ™ 22/45

LITE

This new 22/45™ Lite model features a ported, anodized aluminum receiver with a natural finish that nicely contrasts its black grip and barrel. With one-button takedown, two 10-round magazines, and a 1911-style grip angle, it’s the perfect .22 caliber training pistol.

LCP

®

MAX

Chambered in .380 Auto, the Ruger® LCP® MAX fits 10+1 rounds into the same footprint as the LCP® II. A 12-round accessory magazine slightly extends the grip length while doubling the capacity of the legacy LCP®

MAX-9®

The versatile MAX-9 ® is sure to meet your personal protection needs. Comfortable enough to conceal in an inside the waistband holster or pocket holster, this micro-sized pistol has it allwithout compromising on capacity or features.

WRANGLER® WITH BIRDSHEAD GRIPS

The popular Wrangler® line of single-action revolvers has been expanded to include models with Ruger® Birdshead pattern grips. These new models all feature a 3.75'' cold hammer-forged barrel, are chambered in .22 LR, and are offered in three attractive Cerakote ® colors - black, silver and burnt bronze.

MARLIN MODEL 1895

TRAPPER

Chambered in .45-70 Govt., the Model 1895 Trapper is compact, easy handling, and an ideal rifle for hunting and protection against dangerous game.

The acquisition, ownership, possession and use of firearms is heavily regulated. Some models may not be legally available in your state or locale. Whatever your purpose for lawfully acquiring a firearm – know the law, get trained, and shoot safely.

MARLIN MODEL 1895

GUIDE GUN

Formerly known as the 1895 GBL, the Model Guide Gun is chambered in .45-70 Govt., compact, easy handling and a great rifle for hunting big game.

RUGER ® AMBASSADOR BLAKE BARNETT AND THE MARLIN ® MODEL 1895 SBL

This issue’s cover brought to you by:

®

Stealth Operator ® and Pitbull Tactical® Team up to Become the Ultimate in Universal Holsters

Stealth Operator® has produced the bestselling multi-fit gun holster for 10 years. With 1 SKU covering over 150 firearms — including Glock, Sig, Taurus, S&W, Springfield, and much more — it is the perfect solution for the multi-gun owner or the dealer looking to cut down on their extensive holster inventory. Offered in outside and inside the waist configurations, as well as right and left hand — Stealth Operator® truly has everyone covered.

And now, Stealth Operator® is excited to announce a partnership with the best universal mag holder on the market, the Pitbull Tactical® Universal Mag Carrier (UMC). The UMC fits any magazine from single stack 9mm to a .45 double stack while maintaining a low profile. The ultimate complement to the Stealth Operator® holster. Whether you carry every day or just need a range solution, now you can be truly covered with this combination. Additionally, as a dealer, there will be no need to carry a myriad of holster configurations. With Stealth Operator® and Pitbull Tactical®, dealers have the solution to the massive inventory-heavy holster wall. Stop carrying holsters that don’t move by replacing them with holsters that work with practically every gun and magazine you carry.

The convenience of these universal holsters is almost boundless. Both holsters offer positive

retention with absolutely no adjustments. Stealth Operator®, with its patented Frame-Lock Technology fits more than 150 different models with positive retention. This is not a cheap woven nylon “universal” holster with no active retention. The Stealth Operator holds your gun in place until you need it. The Pitbull UMC® uses a reinforced silicone flex band that auto expands to fit both single- and double-stack magazines. The UMC also will work with the rounds facing either forward or backward, so you can change your carry orientation without adjustment.

TM

Stealth Operator® and Pitbull Tactical® are proudly 100-percent made in the USA and carry limited lifetime warranties. Check out www.stealthoperator.com and www.pitbulltactical.com for more details on the full line of accessories.

Leading the Way

SHOT Business acknowledges the contributions of 10 industry leaders.

This issue features our second installment of “Innovators and Influencers,” a celebration of and salute to a select group of leaders in our industry. And, like last year, it’s a diverse assembly of forwardthinkers.

Skyler Thomas, managing partner at Freedom Shooting Center, was determined to create a welcoming atmosphere at his shooting facility. The spark to do this was generated by an excruciating encounter with a grumpy counterman at a gun store. He realized this was no way to treat a customer, so he set out on a different path, one that focused on superb customer service. His operation now sees more than 4,000 customers a week walk through the doors.

David Deng immigrated from Taiwan and landed in Michigan. After obtaining a degree in computer science be began working at Ford Motor Company. Although the job paid the bills, he realized it wasn’t his true calling. He wanted to enter the shooting sports industry, so working with his wife out of their garage, he built a compact riflescope. Thirty years later, the company he founded, Leapers, is a global enterprise with more than 350 employees manufacturing 700 different SKUs across seven different product lines that range from high-quality optics, handguards, and accessories to bipods, range bags, and more.

Jon and Sarah Hauptman are the owners of PHLster, which produces a line of innovative concealed-carry holsters. Their piece de resistance is a no-belt-required concept for popular IWB carry. The success of these young entrepreneurs is also a testament to the power of community. The Hauptmans’ “concealment workshop” Facebook group, a curated, educational online community that acts as an informal skunk works, has allowed the pair to benefit from thousands of user-submitted photos and comments.

Many years ago, Clark Vargas had a vision, a world of carefully designed and engineered shooting ranges that would offer recreational shooters a first-class experience. At the time, it was uncommon thinking shared by only a few other fellow believers in the industry. But as a result of his untiring efforts, modern shooting ranges continue to push the boundaries of the shooting experience. From turning targets to increasingly complex tactical setups, ranges offer training opportunities unheard of just a few years ago. At the same time, massive shooting sports complexes are sprouting up across the country. Shooters can thank Clark Vargas for helping usher in this golden age.

Kevin Dixie is the owner-operator of No Other Choice Firearms Training (N.O.C.) and the founder of Aiming For The Truth, a sixpronged approach to healing broken families and strengthening the community bonds of neighbors in order to improve their lives. At the age of 21, he joined the Saint Louis City Police Department where, in the Prisoner Processing Division, he was properly introduced to firearms. Once he began to train professionally with guns, he realized that the civil rights for which he advocated included gun rights as well. His epiphany? The Second Amendment is the shield that protects all other civil rights.

I could not agree more.

L. White, Editor

EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE

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SHOT BUSINESS is published six times a year: January/February, March/April, May/June, July/August, September/October, and November/December by COLE Publishing, Inc., 1720 Maple Lake Dam Road, Three Lakes, WI 54562 and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470-2359.

All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Postage paid at Three Lakes, WI 54562 and at additional mailing offices.

COLE Publishing is not responsible for researching or investigating the accuracy of the contents of stories published in this magazine. Readers are advised that the use of the information contained within this magazine is with the understanding that it is at their own risk. COLE Publishing assumes no liability for this information or its use. COLE Publishing assumes no responsibility for unsolicited editorial, photography, and art submissions. In addition, no Terms and Conditions agreements are recognized by COLE Publishing unless signed and returned by the Editor.

POSTMASTER: Send address changes to: SHOT BUSINESS P.O. BOX 220, THREE LAKES, WI 54562.

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MEMBER/SUBSCRIBER SERVICES: membership@nssf.org

Slaton

Public Shooting Range Restoration

The need for target shooting ranges has grown as the number of firearms owners nationwide increased over the past decade. Participants are more diverse than ever. Recent research by Responsive Management in 2021 revealed that participation in target shooting increased 63 percent from 34 million participants in 2009 to 56 million in 2020. Since the start of the Covid pandemic in March 2020, 10 million Americans purchased their first firearm.

They are buying rifles, shotguns, and handguns for hunting, target shooting, and protection. Regardless of their use, the owners need local ranges to become familiar and proficient with their new firearms.

To meet this growing demand, state fish and wildlife agencies have, over the last four years, built 42 new ranges and completed 170 range upgrades or expansions that are available for public use. These projects were all funded by excise tax dollars collected from manufacturers of firearms, ammunition, and archery products through the Wildlife Restoration (Pittman-Robertson) Act.

The Fairbanks North Star Borough, South Cushman Shooting Range located in Fairbanks, Alaska, is a fresh example. For many years the range has been a staple for recreational target shooters, hunter education, private training classes, law-enforcement agencies, and hunters looking to zero in their rifles prior to moose and caribou hunts. The range is visited more than 100,000 times each year, and with that comes plenty of wear and tear.

The Alaska Department of Fish and Game (ADF&G) and the Fairbanks North Star Borough Parks and Recreation Department (PRD) commenced range renovation planning in 2019 that started with a wish list of improvements. Access and safety figured prominently.

“We knew we had a special opportunity to provide users with a new and improved facility that they would be excited about visiting,” said Brian Charlton, PRD superintendent. “Our list of enhancements was long, but we focused on improving safety, accessibility, a restroom, and providing sheltered space for classes and year-round shooting in inclement weather.”

Renovations include a new rifle range shelter roof, refurbished shooting benches, Americans with Disabilities Act (ADA) compliant benches, hard-surface pathways, new and ADA-accessible parking areas, concrete ADA-accessible paths connecting firing lines to the restroom and parking, a concrete vault toilet, side berms at the rifle range to protect those using the pistol range and surrounding areas, and a center berm at the rifle range to create two separate and improved areas for hunter education and other training. Total estimated project cost: nearly $1.3 million.

“Our agency was able to provide 75 percent of the funding by utilizing Pittman-Robertson dollars,” said Eddie Grasser, ADF&G Division of Wildlife conservation director. “We needed to come up with the remaining 25 percent in match funds, and the Fairbanks North Star Borough was able to provide that. It is a terrific example of how partnerships can get more accomplished than what could have been done individually.”

“With so many hunters in Alaska, the U.S. Fish and Wildlife Service’s Wildlife and Sport Fish Restoration Program is pleased to have been able to assist our partners in making an upgraded and safer range facility available in time for hunting season. The Wildlife Restoration program funds not only shooting ranges, but research and management of thousands of species across the nation – all funded with excise taxes on firearms and ammunition,” said Sheila Cameron, the Alaska regional manager of the Wildlife and Sport Fish Restoration program.

The range held its grand re-opening in August 2022 and was opened to Fairbanks community use during National Shooting Sports Month. More good news lies ahead. The ADF&G plans to upgrade the Alaska State Parks Stiles Creek Shooting Range in the Chena River State Recreation Area next year.

The supply of shooting ranges must meet demand. Many state wildlife agencies are taking advantage of Wildlife Restoration funds, and there are several dozen new range projects nationwide in progress in 2022 and more are planned in upcoming years.

To help your customer find a range near you, check your state wildlife agency website or visit wheretoshoot.org (wheretoshoot.org)

by J im C ur C uruto

Christensen Arms Announces New Mesa

FFT Hunting Rifle in Optifade Camo

Christensen Arms, a manufacturer of state-of-the-art precision firearms and custom carbon-fiber barrels, is announcing that its new Mesa Hunting Rifle with Flashed Forged Technology (FFT) is now available in W. L. Gore Optifade Camo. Camo options include an Optifade Subalpine camo stock with a black nitride barrel and action and an Optifade Elevated II camo stock with a tungsten barrel and action.

“The new Mesa FFT with a sporter-style stock makes it ideal to carry on those long hikes up the mountain,” says Stephen Graham, senior vice president of marketing at Christensen Arms. “Backcountry hunters look to shave every bit of weight—be it pounds or ounces—possi ble. The Mesa FFT is the perfect solution, as it maintains the structural integrity and perfor mance you have come to expect from Christensen firearms in a lightweight 5.5-pound package. Adding these superior Optifade camo patterns to our state-of-the-art hunting rifles definitely takes the rifles to the next level.”

According to Graham, Flash Forged Technology results in greater environmental sustainability. “It was created to save energy and eliminate waste,” he says. “Utilizing automated processes and virgin recyclable materials, FFT is truly 100-percent zero-waste manufacturing. Trimmed composites are repurposed into new

support our goal of wildlife conservation by reducing our environmental impact and protecting our lands and wildlife for the enjoyment of future generations—all while creating a superior product.”

Other features of the rifle include an ultralight contour 416R stainless-steel barrel with a Cerakote finish and a seamless, removable radial muzzle brake, 1⁄ 2×28 threaded muzzle for an

 The Mesa FFT Subalpine model is available in four chamberings and two barrel lengths.

Christensen Arms Sub-MOA Guarantee.

The Mesa Subalpine model is available in 6.5 PRC, .300 PRC, .300 Win. Mag., and 28 Nosler. Barrel length for the 6.5 PRC is 20 inches; the other three models feature 22-inch barrels. The Mesa Elevated II model is available with 20-inch barrels in 6.5 Creedmoor, 6.5 PRC, and .308 Win. SRP: starts at $1,699.99. (christensenarms.com)

These two Mesa Subalpine models feature two versions of the Sitka-pattern Gore Optifade camo stock as well as two different barrel treatments.

ROCK RIVER ARMS INTRODUCES NEW SEMI-AUTO HUNTING RIFLE

Rock River Arms earned its reputation by manufacturing accurate and reliable semi-auto rifles for the law enforcement and civilian markets. Now the company is upping the game for hunters with the introduction of the All-Terrain Hunter (ATH), a mid-length AR-platform hunting rifle.

Designed specifically with the modern hunter in mind, the ATH rifle’s precision 18-inch heavy match stainless-steel barrel is cryogenically treated for maximum stability and accuracy even under high-volume shooting conditions. “The ATH is chambered in 350 Legend and 450 Bushmaster,” says Dawn Wehunt, sales and marketing manager for Rock River Arms. “It’s also available in .223 Wylde to accommodate both 5.56mm and .223 Remington hunting ammunition. Furthermore, the ATH barrel incorporates a 1:8 twist rate and boasts a guaranteed ¾-inch MOA accuracy at 100 yards.”

The barrel mates to a forged A4 upper receiver and is shrouded by a 13-inch extended lightweight free-floating handguard. The co-witnessed fulllength rail system offers room for optics and thermal gear for late-night varmint hunting while the

MLOK-compatible handguard ensures mounting positions for bipods, slings, and lights.

Hunter ergonomics were a prime concern. As a result, the RRA ATH has a winter trigger guard that provides ample room for the trigger finger even when wearing heavy gloves. The Hogue pistol grip also accommodates gloved hands with its no-slip rubber coating and prominent finger grooves. To meet changing shooting scenarios and clothing requirements, a six-position RRA Operator CAR buttstock rounds out the lower receiver assembly. With its generous cheek weld and textured buttplate, this stock makes it easy to maintain a comfortable sight picture. The stock also incorporates multiple quick-detach sling-mounting points

Hunters will appreciate the ATH’s operational

controls. The star safety selector, for example, is easy to manipulate when wearing gloves. More noteworthy is the inclusion of RRA’s world-class two-stage Ultra Match Varmint Trigger. With its light take-up, crisp break, and 3.5- to 4-pound pull weight, this trigger goes a long way toward minimizing shooter-induced shot disturbance—a critical factor in long-range accuracy. Additional features of the All-Terrain Hunter include RRA’s Operator muzzle brake, owner manual, plastic hard case, and one 20-round steel magazine. SRP: $1,425.

“As Rock River Arms continues to grow, we have enlisted three new rep groups to help better serve our dealers,” says Wehunt. “We know they are a vital part of our continued success.”

(rockriverarms.COM)

FEDERAL AMMUNITION BREAKS GROUND ON NEW WAREHOUSE

Federal Ammunition recently celebrated a warehouse expansion project with a groundbreaking ceremony held in Coon Rapids, Minnesota. The multi-million-dollar, 100,000-square -foot warehouse will be constructed in the eastern part of Federal’s property, which sits within the city limits of Coon Rapids. Jason Vanderbrink, Federal’s president; Tom Becker from Federal’s construction partner, The Opus Group; and Jerry Koch, mayor of Coon Rapids, gave short speeches and turned the dirt on the building site with golden shovels as part of the celebration event. The new facility is planned to be operational by early spring 2023.

“This year, our company celebrated its 100-year anniversary, and this project continues the legacy of growth and investment in Anoka County,” said Vanderbrink. “This is our first major building on our property within the city of Coon Rapids. Expanding operations across our grounds is very important as we become even more vertically integrated. This project will improve efficiency in our manufacturing process by storing, in close proximity and in one location, the raw materials needed to build ammunition for our loyal customers. I see this as the next big step in continuing our marketplace leadership and expanding our progress as the largest ammunition manufacturer in the country.”

Federal’s Anoka facility currently encompasses 175 acres in Anoka County, Minnesota, with nearly 1 million square feet of manufacturing and operations space. This property crosses the city lines of Anoka and Coon Rapids. The Anoka location has approximately 1,500 employees and the factory runs 24/7. The facility manufactures four types of ammunition products, including shotshell, rifle, handgun, and rimfire ammunition, as well as bullets, primers, and reloading components. Federal’s factory is vertically integrated with tons of raw materials coming in and finished goods shipping out every day.

“Our mission is to empower Federal’s mission statement, which is ‘build better ammunition in America to create community, power defense, and conserve our heritage,’ through the buildings we design and construct,” said Becker. “We are also a Minnesota company, and we are proud to be Federal’s partner on this project. We know this new facility will help Federal by eliminating their current need of on- and off-site material storage, ultimately allowing them to enhance their manufacturing capabilities on their factory floor and advance their overall mission.”

(federalpremium.com)

FN Introduces a New Era of Compensated Carry

The newest addition to the FN Edge series of performance-driven products is the FN 509 CC Edge. The new gun features a quick-detach self-indexing compensator that effectively mitigates recoil for faster shot recovery. The compensator also helps improve speed to target, accuracy, and overall control of the pistol. The FN Edge Series is comprised of highperformance firearms developed with four key pillars: speed, accuracy, versatility, and control.

“With the FN Edge Series of products, our team of engineers addressed the challenges facing today’s gun enthusiasts in a unique and no-holds-barred way. It’s a combination of aesthetics and performance that has been fine-tuned to perfection directly from the factory and delivered against the promise of FN innovation,” says Mark Cherpes, president and CEO of FN America. “The FN 509 CC Edge is a highperformance, premium 9mm carry gun that offers improved sight recovery, shootability, and more—all without sacrificing overall size for concealed carry.”

The key to the FN 509 CC Edge’s performance is the FN compensator. Designed to reduce muzzle rise by roughly 25 percent, the compensator significantly decreases felt recoil while preserving the ability to carry concealed. The compensator features v-style ports on either side that vector gases and flash out of the user’s field of view. The result is a shooting experience that is flatter and more controlled, allowing you to maintain a consistent sight picture from shot to shot. Machined from stainless steel and coated with a graphite-colored PVD finish, the compensator is not only durable but also designed to withstand hard use across standard and self-defense loads for the widest degree of compatibility while still utilizing the factory FN 509 recoil spring.

“The addition of a compensator to a concealedcarry pistol is a delicate balance. Too small, your compensator can be ineffective; too big, you aren’t able to conceal as easily,” says John Ryan, FN

America’s director of commercial product management. “Our engineering team took a wholesystem approach to the design. They knew that this pistol was intended to be a CCW option and so had to perform with as little recoil as possible. But it still needed to fit within the styling of the FN Edge Series. The sleek design of the FN compensator complements the aesthetics of the Edge Series perfectly while meeting performance requirements.”

Unlike most other threaded compensators on the market that require tools to remove and timing shims to align the compensator to the slide, the FN compensator’s quick-detach design allows for easy disassembly for cleaning and maintenance. To field strip, remove the slide, push in on the front of the compensator, and rotate 90 degrees to release it from the barrel’s locking lugs. To re-secure the compensator, the operation is simply reversed. No timing or adjustment is required before use and due to the self-locking lugs machined into the barrel, the compensator won’t loosen over time.

“Even if you have the best comp in the world, one that results in virtually zero felt recoil, it’s still a simple fact that most compensated guns are difficult to disassemble for routine maintenance. This was top of mind for us as we developed the FN compensator,” says Chris Johnson, senior product manager of pistols. “Our team evaluated the more traditional attachment methods, but opted to explore something new so that customers who purchased a CC Edge pistol would be able to disassemble both the pistol and compensator quickly for easy maintenance. Ultimately, we settled on a quickdetach design that uses a compressed spring and lock ring within the compensator that mates to locking lugs cut into the barrel. It’s a future-forward idea, and

we’re excited about the potential impacts this has for our industry for other barrel attachments.”

In addition to the compensator, the FN 509 CC Edge includes one 12-round and two 15-round magazines with machined aluminum base pads. The extra weight of the base pads ensures an empty magazine drops free of the grip frame for a lightningfast reload. The 4.2-inch cold-hammer-forged barrel with recessed target crown and a new gold-colored Titanium Nitride PVD barrel coating provide increased lubricity, hardness, and long-wearing performance.

The micro-red-dot-ready pistol includes FN’s patented Low-Profile Optics-Mounting System, allowing users to mount more than 10 different MRDs without the need for a gunsmith. A green fiber-optic front sight and low-glare blacked-out rear sight co-witness with the most popular optics.

Concealed carriers also benefit from the signature FN Edge Series fire-control group, which dramatically increases speed and accuracy over standard firearms. The flat-faced trigger has a smooth take up and clean, 90-degree break. When paired with the high-endurance striker, this advanced factory-installed fire-control group produces an approximated five-pound trigger pull.

Slide lightening cuts and in-mold stippled frame texture, first introduced on the FN 509 LS Edge, allow for superior grip and control for fast and accurate follow-up shots. The low-profile magazine release is reversible for left-handed users, and a slide release is fixed on both sides of the frame. Rounding out the advanced ergonomics package, the interchangeable backstraps further help customize fit in hand. SRP: $1,569. (fnamerica.com)

EAA Corp. Releases Girsan MCP35 PI

AFlorida-based company, European American Amory Corporation is the world’s leading importer of European firearms. It’s mission: to bring the U.S. consumer firearms that are on the leading edge of technology.

The new Girsan MCP35 PI was created to be easy to carry and conceal, whether on the job or at the beach. Designed and engineered with a serious respect for the original John Browning pistol design, the Girsan MCP35 PI pays homage to one of the most widely used military handguns in the world. Built on a steel frame and displaying classic, black-matte styling, the MCP35 PI boasts a 15 + 1 capaci ty in a staggered-column magazine. Originally designed as a military pistol, by necessity it needed to be highly accurate. Rest assured, the Girsan MCP35 PI falls completely in line with the original.

“Not only did Girsan find a way to make the already popular MCP35 family of handguns easier to carry, but they have found another great market for our retailers to capitalize on,” said Chase Duffey, EAA’s nation al sales and import manager. “We’ve already seen a huge demand for the more-compact MCP35 PI.”

With its slim trigger, ring hammer, ambidextrous safety, windage-adjustable drift sight, and a 3.88-inch barrel, this 9mm will certainly become a leader in the category. Dealer orders are being accepted now and will be available for purchase at finer sporting goods and firearm stores nationwide soon. (eaacorp.com)

ZEISS LAUNCHES THE LRP S3

The Zeiss LRP S3 is an all-new first focal plane riflescope. The new scope, designed for long-range precision shooting and hunting, includes impressive total elevation travel, advanced optics, daytime visible illuminated reticle, ballistic stop, and an external locking windage turret. The product family consist of two models: LRP S3 425-50 and 636-56. Both are available in either milliradian (MRAD) or minute-of-angle (MOA) configurations.

“With the LRP S3 we have expanded our successful long-range precision scope portfolio to provide more options for highly reliable and precise optics that are ready for competition,” says Kyle Brown, director of marketing and products for Zeiss Consumer Products USA.

“In long-range rifle competitions, shooters will experience challenging conditions like switching winds, poor and harsh lightning, or the stress of time,” says Brown, an experienced long-range precision shooter. “You may not be able to control these conditions, but you can certainly adjust for them with your choice of a riflescope.”

With up to 160 MOA or 46.5 MRAD of total elevation travel for the 425-50 model and 110 MOA or 32 MRAD for the 636-56 model, the LRP S3 ensures bullet impact even on the most distant targets. The riflescopes utilize Zeiss’ proven external elevation turret with enhanced engraving for precise shot placement. Together with the ballistic stop, which provides an absolute and true return to zero, and the external locking windage turret, the LRP S3 offers the shooter easy access for immediate wind correction and a locking feature to secure the setting.

Optical performance is assured via the use of extra-low dispersion (ED) lens elements and the company’s proprietary T* multi-layer lens coating, which combine to deliver optimum color fidelity, image brightness, and edge-to-edge sharpness within the entire field of view. The protective LotuTec lens coating, designed to resist fogging and to repel dust, dirt, or fingerprints, completes the advanced optical design of the LRP S3.

The already proven first focal plane reticles ZF-MOAi and ZF-MRi represent MOA and MRAD smarter reticle designs. “Our powerful daylight visible illuminated reticles were designed with professional input from active competitors and instructors,” says Brown. “Each incorporates distinct, clean, and easy-to-understand reference marks along the main horizontal and vertical lines of the reticle.”

Both offer fine-line reticle subtensions and float-

ing center dots to serve the demands of precision shooters and long-range hunters alike. The user can select red or green illumination and the preferred setting from five intensity levels. Only the center section of the reticle is illuminated for the most precise point of aim, even when viewing against challenging targets or in harsher lighting conditions.

With its 34mm aluminum main-tube monobloc housing, which has been shock-tested up to 1,500 g-force, and a waterproof construction of up to 400 millibars, the LRP S3 is not only compact but also very robust.

“It is engineered for extreme usage in rough terrain,” Brown says. “The LRP S3 meets all requirements, not only for long-range competitions but also for particularly demanding hunting situations over long distances.” SRP: $2,199-$2,499.99. (zeiss.COM)

Winchester Announces New Ammunition Packaging

inchester Ammunition recently announced the launch of new packaging designs for its legendary ammunition products in rimfire, shotshell, centerfire rifle, and centerfire pistol. Throughout 2023, Winchester will be rolling out new packaging across various brands of ammunition, beginning with popular hunting, target, and personal-defense products. The new packaging will eventually encompass the entire Winchester ammunition line.

Since the last packaging redesign more than 10 years ago, millions of new customers have entered the shooting sports and hunting community. Winchester has met these customers with all-new designs, commissioned artwork, and relevant ballistics information that will guide hunters and sport shooters toward choosing the right products.

“As the industry leader in ammunition innovation, we continue to research products our customers want, how they shop, and how we can help them make confident and easy purchases,” says Matt Campbell, vice president of sales and marketing for Winchester Ammunition. “We want our customers to have the best experience in the field and on the shooting range, and choosing the right ammunition type is an important decision.”

As customers begin to see this new packing hit the shelf, they can expect the same

their favorite loads being represented by a fresh new look. (winchester.com)

Springfield Armory Updates Its Online Store

Springfield Armory has rolled out its newly updated and expanded online store. Designed to provide customers with an easy-to-use interface as well as a broad selection of exciting products, the newly updated online store makes getting just the right Springfield product or accessory a breeze.

One of the site’s most appealing new features is the ability to search by firearms model. Simply select your firearm, and the site will give you an in-depth listing of all the accessories and parts offered for it. If you want an extra magazine, a new holster, an optic, or more, you’ll find it here.

In addition, a new airguns section features a selection of air pistols and air rifles based on popular Springfield Armory firearms. The section also features all the accessories you need, from targets and pellets to CO2 cartridges and more.

And the online store is not limited only to firearm-specific accessories. It also offers a wide range of men’s and women’s apparel as well as drinkware, knives, patches, signs, and more. In addition, the Springfield Armory online store offers free shipping throughout the continental U.S. on all orders over $50.

“We understand and appreciate our customers want their online shopping experience to be streamlined and easy to navigate,” says accessory product manager Allen Remley. “Our new platform not only gives a refreshed look, but allows for easier search, filtering, and product categorization functions to deliver an enhanced and improved consumer shopping experience.”

(springfield-armory.COM)

Remington Introduces New Gun Club Load

Remington Ammunition recently announced a new line extension to its popular Gun Club Target Load series of shotshells. Sporting clay enthusiasts can now go to the range with Gun Club 12-gauge 1-ounce No. 7.5 shot loads, which boast a velocity of 1,250 fps. This new load was created to meet the demands of sporting clay shoot ers for a lighter load in No. 7.5 shot.

This announcement follows recent expansions earlier this year to the Gun Club line, including low-recoil options and the popular Gun Club Cure, a product benefiting children’s hospitals nationwide. Features of this new offering include a top-quality unibody hull and Remington’s Power Piston wad. SRP: $11.99.

“Remington shooters asked, and we delivered with this new expansion to the Gun Club lineup,” says Ronnie Evans, Remington Ammunition’s shotshell product line manager. “The Gun Club Target Load series is one of our most popular lines, and we are excited to bring these to market.”

legendary ammunition that Winchester has been producing for 156 years, with

Tooling Up for Success

A combination of innovative products and complementary packaging helps keep Real Avid ahead of the pack.

fter spending 20 years in various merchant roles with big-box retailers, Dave Steiner joined Revo Brands in late 2014 as the general manager of Real Avid. At that time, the brand was primarily known for its gun multi-tools. Over the past eight years, though, the brand has grown ten times its former size by putting an unrelenting focus on leading with “on-trend” innovation and by measuring success the same way retailers measure success—by delivering consistent sales growth and profitability and by delighting their consumers. Under Steiner’s leadership, Real Avid remains committed to creating the “best-possible experience,” which is why he believes world-class shooters, gun do-it-yourselfers, and new gun owners choose Real Avid as their favorite brand for cleaning, maintaining, and building guns.

SHOT business: What do you see as the biggest challenges facing the industry in the next five years?

Dave Steiner: Based on the past few years, it may be that the unpredictability of the marketplace is the biggest challenge. It seems as though the one thing we can count on is that the factors influencing consumer demand and production are constantly changing. For Real Avid, staying focused on what we can control is paramount. We need to identify trends quickly, build product to satisfy underserved consumers, and have it available to our retail partners as fast as possible.

SB: What opportunities do you see?

DS: There is always opportunity to bring game-changing product ideas to the industry. Our retail partners know this and expect Real Avid to deliver innovation year after year. Our optimism, based on real sell-through data, gives us the confidence to try new things, knowing that the consumer will react with their pocketbook. When this happens, our independent retailers succeed. And their success becomes our success.

Sb: When you get up in the morning, what gets you excited about working in the industry?

DS: I’ve had the opportunity to work in a variety of industries throughout my career. Hands down (with no close second) the people who live and work in this space are the best. The hearts and souls of outdoor enthusiasts (my team, our business partners, our consumers) make up an industry that I feel privileged and fortunate to work in. We all care deeply about our outdoor passions. We share many important values, and we want to see each other continue to preserve these commonalities as we work to grow the marketplace. Simply put, I’m having a blast doing what I do because of the people I get to do it with.

SB: How will you meet the expectations of your customers?

DS: I actually hope we can exceed their expectations. We keep it very simple: listen, partner, and focus on making them successful. We don’t think of them as customers; we think of them as business partners. We’re not afraid to roll up our sleeves and work alongside of them, both figuratively and literally. No ivory towers exist at Real Avid.

Dave Steiner, President, Real Avid

SB: In a very competitive world, how does Real Avid stay ahead of the pack?

DS: It’s kind of you to suggest that we might be ahead of the pack. We will continue to try to do our best to bring innovation to the marketplace. Much of the time this is about product innovations, but we are also working hard to make the in-store experience different.

SB: You recently launched the Pro Shop Upgrade program. How does the program work? What are the benefits for your dealers?

DS: It’s a program that was built through collaboration with our retail partners. It was not something we just dreamed up and then tried to sell. It was created by retailers for retailers, and top independent dealers throughout the country were involved in building the concept. The main goal of the Pro Shop is to create a simple, yet compelling shopping environment in which both the sales associate and the consumer can quickly find what they are looking for. It also makes the shop look great.

Our brand can provide the store and the consumer a complete gun-maintenance experience with a “one-stop shop” that provides customers with not only cleaning chemicals, cleaning kits, and components, but multi-tools, build tools, and gunsmith tools as well. When all this comes together, our partners see sales skyrocket. They

also enjoy great margin rates and fast-turning inventory. For many dealers, our Pro Shop is the “easy button” because we are there from start to finish. We size it right for their space, we set

it up, we make it easy to reorder. And it’s all done with just one brand.

SB: You have said, “Our product packaging has always captured the attention of the consumer.” How does it do this?

DS: We try to keep it simple with strong messages on the front and more detailed explanations on the back. Calling out the gun platform also helps the consumer find what they are looking for easily.

SB: Real Avid seems to focus on simple things, such as cleaning brushes and jags, exemplified by the Bore-Max Speed Clean System. What’s in the company DNA that allows you to be successful in this area?

DS: Our founders are entrepreneurial, innovative, and creative people. We look for and hire talent capable of thinking the same way, too. When we put a bunch of smart, creative, collaborative, and passionate gun enthusiasts in a room, good things happen. From the most basic product needs like our new Speed Brushes to the most sophisticated tool like our new Armorer’s Master Vise, it is in our DNA to make the best tools for the job. (realavid.com)

Real Avid’s Armorer’s Master Vise features reversible steel jaw plates, leveling knob, and other features designed to make gun care fast and easy.

The Pro Shop Upgrade helps create a simple yet compelling shopping experience.

Inside Operation Secure Store

Security expert Bill Napier explains the value of this key NSSF program.

Despite major advances in security technology, theft remains an ongoing challenge for retailers. Across virtually every industry, retail stores of all sizes face the constant threat of burglaries, robberies, shoplifting, employee theft, and cybertheft. However, thanks to the NSSF, firearms retailers have a powerful theft prevention tool at their disposal—Operation Secure Store. This self-assessment security program provides no-cost risk evaluations and solutions for FFL dealers and others working in the firearms industry.

Developing Operation Secure Store Bill Napier, LPC was part of a small group of security consultants who, along with the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), helped NSSF develop Operation Secure Store. Napier has accumulated more than 30 years of retail loss prevention experience, including serving more than two decades in law

enforcement. A charter member of the Loss Prevention Foundation (LPF), he became one of the first to receive Loss Prevention Certified (LPC) credentials. As a security consultant, Napier has assisted businesses, ranging from mom-and-pop retail stores to Fortune 500 companies, and educated thousands of business owners and operators.

“One of the big things we talk about is not how much money you can spend. It’s about little things like ‘I’ve got a burglar alarm. Do I need to make sure it’s working? Do I test it on a regular basis?’” Napier says. “Another line of thought is ‘I’ve got a nice camera system, but do I make sure that the cameras are working properly and the lighting is proper and it’s recording?’”

Rings oF Influence

Napier often focuses on the “rings of influence,” a.k.a. zones of influence. It’s a term used by the Loss Prevention Research Council at the University of Florida, a group Napier works closely with, to

describe telltale signs that customers observe before entering a retail store. It’s a concept similar to broken-window policing, where vandalism often leads to burglaries, robberies, and other serious crimes.

“You don’t realize you’re doing it, but as a customer you’re looking at lighting. You’re looking to see if the parking lot is clean. Does it have potholes in it? Does it look safe for me to come in?” Napier says.

The bad guys look at the same signs in a slightly different manner. “If you don’t take care of the lighting or the parking lot, it makes you look like an easy mark,” he says. “To them, such signs might mean you’re ripe for exploitation.”

Testing in the Field

Napier helped the NSSF field test Operation Secure Store with firearms retailers, ranging from small, home-based operations to large retail chains. They also tested the program with manufacturers and distributors—some of the largest in the firearms industry.

“We wanted to make sure that what we were talking about made sense and wasn’t going to be a waste of time for the FFLs. The last thing you want to do is give someone one more thing to do that doesn’t add value,” Napier says. “It was a labor of love for myself and two other consultants to go out and be able to get it up and running. The support we got from NSSF as well as the ATF was fantastic.”

by robert a sadowski FYI by shannon farlow

Cameras placed at strategic locations in and around a store can help deter theft.

Bill Napier is an experienced security expert who now specializes in protecting retail firearm operations.

Benefits of Operation Secure Store NSSF and the ATF jointly launched Operation Secure Store in January 2018. According to data from the ATF, the number of FFL burglaries decreased more than 18 percent from 2018 to 2019. The number of FFL robberies decreased nearly 28 percent during the same period.

Then 2020 happened, and the number of FFL burglaries skyrocketed.

“We think that was due to the lockdown and COVID and then the civil unrest that went on where there were riots in several cities. People just weren’t ready for that level of unrest. Guns got stolen,” Napier says. “Then the program found its legs, so to speak, and got going again after that.”

The number of FFL burglaries dropped 44 percent from 2020 to 2021. The number of FFL robberies also continued to decline in 2021. Napier believes both are a result of the resumption of Operation Secure Store training sessions.

“We partner with the ATF and the FBI to do education sessions with FFLs. The FBI presents on the NICS background checks. The ATF presents on regulations, new laws, and so forth. Then we present on Operation Secure Store, suicide preven-

tion, and Don’t Lie for the Other Guy, so we’re able to impact FFLs that way,” Napier says. “We get in front of those groups every chance we get. If we get an opportunity, and we can affect some change in a positive way, we’re there. It’s like, ‘please give us a chance. Let us come out and help.’”

To learn more about Operation Secure Store, visit OperationSecureStore.org

Editor’s Note: Additional research for this article conducted by Miles Hall.

Robust door locks (and sturdy doors) are effective theft deterrents.

The number of FFL burglaries decreased when store owners increased security measures.

Horizon ON THE

by Brian McCombie

Well before the first person walked through the doors of SHOT Show 2022, held last January in Las Vegas, Nevada, the naysayers were out in force across the social media landscape. No one is going to come because of Covid! A complete disaster in the making! The place will be like a prison because of Covid restrictions! Might as well stay home!

On and on the naysayers went. And then a funny thing happened: people and exhibitors actually attending SHOT Show 2022 began posting their own very positive experiences to social media. The actual in-person SHOT Show, they said repeatedly, was a huge success, and they were very glad they’d attended.

“With our largest floor plan in history, more than 2,400 attending exhibitors, and thousands of buyers here to make new and meaningful connections, we couldn’t be more pleased with the outcome of this SHOT Show,” said Chris Dolnack, NSSF® Senior Vice President and Chief Customer Officer, shortly after show’s end. “This is a very tactile business, and it meant a lot to buyers to be able to see and handle our industry’s products in person.”

That largest floor plan ever included the long-awaited expansion at Caesars Forum that provided hundreds of companies the opportunity to move from the show’s waiting list to booth space on the show floor. Smalland medium-size companies, in particular, benefitted by being able to reach thousands of potential customers. This new venue received high marks from exhibitors and attendees and provided a spacious area for the show’s New Product Center as well.

Overall attendance to the show was down about 22 percent, Dolnack admitted, and some exhibitors did pull out due to Covid concerns for their employees. “But almost all of those exhibitors have re-signed for SHOT 2023,” Dolnack says. “And based on the surveys we did after the last show, the somewhat smaller crowds actually improved the engagement quality between attendees and exhibitors.”

SHOT Show 2023, January 17 to 20, 2023, promises to be an even better experience. Held at the Venetian Expo and Caesars Forum, the show will host

an estimated 2,400 exhibitors and more than 45,000 attendees, providing all the standard SHOT events and venues.

SHOT Show 2023 will also provide a retail sales area, where exhibitors will be able to sell product to attendees. This new attraction will be located right outside Caesars Forum on the Caesars Plaza (aka the Great Outdoors Pavilion). It will be limited to 20 spaces reserved on a first-come first-served basis and will be limited to products that do not require an FFL transfer.

Exhibitors can let the world know that their brand and products will be on display at the 2023 SHOT Show by posting an official exhibitor social media graphic available for download in the Exhibitor Marketing Toolkit. This graphic can be repeatedly posted, too, to tease any new products. The kit offers many tools to help an exhibitor promote their booth, including an official exhibitor logo, customizable web graphics (where the company’s name and booth number can be added), customizable customer invites, and more.

As always, SHOT UniversityTM will be in full swing to help educate retailers, shooting range operators, industry manufacturers, and distributors on better management practices and new ways to make retail and shooting

SHOT Show ® 2023 is just around the corner.

about what’s being termed a ‘Zero Tolerance’ policy for FFLs concerning record keeping and firearms transfers,” Dolnack says. “We will certainly be addressing this and related issues at SHOT University and with other presentations.”

Among other SHOT Show week events is the 2023 NSSF/HAVA Golf Classic (January 15) at Bear's Best Las Vegas. HAVA (Honored American Veterans Afield) is an industry-run organization that helps the healing and re-integration of disabled combat veterans back into normal life through participation in hunting and shooting sports. Dolnack, who is a member of HAVA’s  In addition to new product introductions, SHOT Show 2023 will also offer a wide range of retail education seminars.

range businesses grow. SHOT University courses will be available a la carte, with at least a dozen classes, and will run Tuesday, January 17 through Friday, January 20. Session content will cover topics such as customer communications, selling used firearms, welcoming and encouraging new shooters, ATF/NICS compliance, digital marketing, and much more.

There will also be an ATF/NICS Town Hall meeting with representatives from both these federal entities on hand to present information and answer questions. “There’s a good deal of anxiety

board of directors, says the organization is committed to directing resources to help heroes and their families. All the proceeds from this event will benefit HAVA outreach programs, and this event promises to raise more than $50,000 for American veterans.

Industry Day at the Range is the most influential one-day trade event in the hunting and shooting sports industry. Held the day before SHOT opens at the Boulder Rifle and Pistol Club, Boulder City, Nevada, this is the only range event officially associated with SHOT Show and is sponsored by the NSSF. Industry Day at the Range

Leapers UTG is one of the SHOT Show exhibitors that made the move to the spacious Caesars Forum.

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brings together invited media members, buyers, and manufacturers to preview and test the latest products.

SHOT Show 2023 will also offer another of the well-attended and popular Governor’s Panel presentations. Last year, the panel featured the governors of six states courting shooting sports businesses to relocate to their states.

“There are some big challenges in our industry, but it’s important to know that a number of states actually want to work with us,” Dolnack says. “These governors and their state economic development agencies offer help and incentives to those companies considering a move to places with pro-business and pro-Second Amendment environments.”

The last Governor’s Panel included Mike Dunleavy (Alaska), Mark Gordon (Wyoming), Asa Hutchinson (Arkansas), Brian Kemp (Georgia), Kristi Noem (South Dakota), and Pete Ricketts (Nebraska.)

And don’t forget SHOT’s host city, Las Vegas, itself. As Dolnack notes, there’s a great deal more to do in Vegas than gamble—though, of course, gambling opportunities abound. “A lot has changed and been added to Las Vegas in the last few years,” he says. “There are many new restaurants and entertainment venues, plus professional sports.”

 SHOT Show remains a premium venue where manufacturers, retailers, marketers and members of the shooting sports press can meet face to face.

SKYLER THOMAS

Two critical experiences brought Skyler Thomas, a former Naval Security Master at Arms, to the shooting-sports retail and training world. First, his mentor Al Clark, a former Navy SEAL firearm instructor and co-founder of Blackwater, imparted to him a deep commitment to sharing and translating leadership skills to the private sector. The second was an epiphany he experienced when he visited a gun store as a professional firearms trainer.

The grumpy old man behind the counter dismissed him with scorn when Thomas asked to see a Glock from the case. The interaction deteriorated from there, and a stunned Thomas thought, “How does this store stay in business? What would it be like for a first-time purchaser? What would that shooter do for training? Go see this guy? No!”

It was a pivotal moment in his life, and it set him on a course to sell firearms, teach firearms training to the public, and to be the type of ambassador for our industry that brings people in.

In 2018, after assembling investors, Thomas founded Freedom Shooting Center by taking over an existing Virginia Beach facility. Although the footprint of the retail-and-range facility was ideal, the existing team wasn’t exactly focused on customer service. He quickly installed his vision, energizing the team and making it clear that he expected all team members to focus on the needs of the customer and that every customer should be treated in a manner that would make them feel wanted and appreciated.

The laser-like focus on customer service and the welcoming environment Thomas has created for new gun owners has helped Freedom Shooting Center thrive in a very competitive arena. Freedom Shooting Center now sees 4,000 customers a week walk through the doors and recently opened its second location in North Carolina.

1 2JASON LONSBERRY

Jason Lonsberry launched Mississippibased APEX Ammunition in 2017 with two hunting buddies, Jared Lewis and Nick Charney. The enterprise started with a few handmade shells created for a duck hunting trip, but it quickly became an obsession to provide wingshooters with top-performing ammunition. APEX Ammunition soon pioneered the commercial application of ultra-high-density Tungsten Super Shot to create hard-hitting, accurate shot loads.

Because the APEX team felt there was a huge hole to fill, both in product and in customer service, they started producing TSS loads for the commercial market. As more hunters are learning, tungsten is the gold standard for hard-hitting loads. It is significantly denser than steel, lead, bismuth, and copper.

Lonsberry and his team also saw an opportunity to produce superior patterning through precision handloading. And that insight led to TSS shotshell lines for waterfowl, upland, turkey, predator, and deer hunting. APEX also offers the Small Batch Series. Similar to the traditions of small-batch handcrafted whiskeys, APEX will create a “Small Batch” of certain shot sizes or combinations of shot in a very limited run. Under the Small Batch line, APEX also offers a Private Label that allows the customer to select their preferred gauge, shell length, and shot sizes. They then can customize their own shell (under safety guidelines that APEX provides), and they receive their shells in a handwritten custom box with their name and shell recipe on it.

As a result of this focus on superior down-range performance, APEX is now able to offer hunters TSS loads in 10 gauge to .410 bore and everything in between.

3DAVID DENG

After immigrating from Taiwan, David Deng settled in Michigan, where he graduated with a degree in computer science from the University of Detroit Mercy. He then spent eight years in heavy truck sales and marketing systems at the Ford Motor Company. The work paid the bills, but he felt he had yet to find his life’s true calling. Having served in both the Taiwanese military police and district police, Deng always had an interest in the shooting sports, an interest that he rekindled while reading firearm publications in the local library. Shortly thereafter, in 1992, working with his wife out of their home garage, he founded Leapers, Inc. The company’s first product was a compact 4x28 riflescope.

Thirty years later, Leapers has become an international powerhouse located in a four-building campus encompassing more than 150,000 square feet in Livonia, Michigan. The facility is not only home to the company’s in-house product design and development teams, but it also houses manufacturing facilities, indoor proving grounds, and an advanced order-fulfillment and distribution center.

With operations in Germany, Taiwan, and China, Leapers now boasts a workforce of more than 350 employees, all of whom work together to produce a selection of more than 700 different SKUs across seven different product lines that range from high-quality optics, handguards, and accessories to bipods, range bags, and more.

As a result, the UTG and the made-in-the-U.S.A. UTG PRO brands have gained wide market recognition across the globe. Now, as part of the company’s celebration of its 30th anniversary, Leapers has introduced INTEGRIX, a new line of higher-tier first and second focal plane optics, further enhancing the company’s well-earned reputation as a provider of innovative hunting and shooting-sports products.

4JON AND SARAH HAUPTMAN

Jon Hauptman started PHLster in 2010 in his spare room by accident, after posting a bunch of Kydex holster instructional videos on YouTube. Sarah, who was a competitive shooter and 2A activist when they first met, joined PHLster in 2020 when the pair married. Together, they now create some of the most innovative concealed-carry holsters on the market. Their piece de resistance is a no-belt-required concept for popular inside-waistband carry. Now in its second generation, called the Express, the ground-breaking PHLster Enigma isn’t a bellyband, isn’t a belt, and isn’t just a Kydex holster. Instead, it employs components or concepts of all.

This system of carry employs either a house-made or user-provided Kydex shell, a nylon belt and leg “leash,” plus a laser-cut polymer textile faceplate that attaches to the holster and holds it snug to the body. Worn IWB, the Enigma is the first carry method that consistently delivers on the promise of deep concealment, even under gym shorts and yoga pants, while also offering security and relatively quick access to the firearm.

PHLster’s invention also is a testament to the power of community. The Hauptmans’ “concealment workshop” Facebook group, a curated, educational online community that acts as an informal skunk works, has allowed the pair to benefit from thousands of user-submitted photos and comments. This impressive body of knowledge about how IWB holsters tend to interact with nearly every body type and lifestyle, along with their own in-house research, guided the design of Enigma. The result is an innovative holster that delivers both comfort and true concealment.

Furthermore, the daily engagement with the concealed-carry community helps PHLster maintain an open-source commitment to concealed-carry knowledge and best practices that benefits the entire concealed-carry community.

5CHRIS BAUMBACH

Chris Baumbach, current products technologist with Springfield Armory, first learned the ins and outs of shooting and firearms in his time as a U.S. Marine, serving with the 26th MEU 2002-2003 MSSG 26 Engineering Platoon. After earning an Associates in Science degree in Computer Aided Design (CAD) from Hamilton Tech in Davenport, Iowa, he applied his passion for firearms and firearms design to a career with Springfield Armory, which began in 2007.

Starting as a CAD draftsman/documentation specialist, Baumbach found himself playing an important role in the development of many of Springfield Armory’s most popular firearms. Over his nearly 15 years with the company, he has worked on 1911 and M1A engineering and manufacturing as well as the SAINT line.

More recently, he was heavily involved in the development and design of the Model 2020 Waypoint, the company’s first bolt-action hunting rifle in the modern era. As the lead engineer on this two-year project, a lot of Baumbach’s work was centered around the adaptation of custom firearm features into a production setting. Doing so allows Springfield to offer a very high-end product with custom-level features, but at a production-grade cost. The Model 2020 is a perfect example of this.

Baumbach has numerous patents filed on the Model 2020, the SAINT, and several other Springfield offerings. In addition, he has either designed or brought from concept to production the SAINT Edge billet lower, a muzzle brake for the SAINT Victor rifle, the XD-M Elite extended magwell, and the 1911 Tactical Rack rear sight.

6KEVIN DIXIE

Kevin Dixie is the owner-operator of No Other Choice Firearms Training (N.O.C.) and the founder of Aiming For The Truth, a six-pronged approach to healing broken families and strengthening the community bonds of neighbors in order to improve their lives. Raised in poverty and hardship in St. Louis, Dixie sought to better his community by challenging people to turn away from negative actions.

At the age of 21, he joined the Saint Louis City Police Department where, in the Prisoner Processing Division, he was properly introduced to firearms. Once he began to train professionally with guns, he realized that the civil rights for which he advocated included gun rights as well. His epiphany? The Second Amendment is the shield that protects all other civil rights. He has been an untiring advocate for gun rights ever since.

The N.O.C. training regimen includes rifle and handgun instruction for beginner and expert alike. New gun owners will find that N.O.C. provides a welcoming, non-judgmental environment for students that may never have previously handled a gun. N.O.C. also offers the EVOLVE program for more experienced shooters. This course is designed to get participants to understand proper EDC gear, holster positioning, and draw techniques.

Dixie notes that N.O.C. Firearms Training is much more than a firearm and self-defense training company. It is an agent of change with a mission to help people understand that freedom, prosperity, and liberty are for all Americans. As he says, “We’re more than guns. We are a community.”

As an OEM partner, Brunn and Team XS offer engineering expertise, turnkey production from bar stock to final surface treatment, and tritium installation, all from their Ft. Worth, Texas, facility. Their world-class sight solutions, agility, and ability to meet supply-chain needs, along with the willingness to make small or large runs for just-in-time delivery, make XS an ideal partner, allowing gun companies to focus on their core competencies.

In keeping with their customer-centric approach, XS designs and builds tools to make sight installation and gunsmithing easier. Their Gen2 Armorers Block for AR upper and lower receivers is virtually a one-size-fits-all solution. The ingenious Glock Sight Pusher Tool with inline press design delivers an open view and requires less force for installation. This tool works with standard and optic-height sights on all Glock generations and models (excluding 42 and 21). XS also offers a 30-day satisfaction guarantee and a 10-year warranty on their products. Brunn holds a B.S. degree from Texas A&M and an MBA from Wake Forest University and leads the company’s community volunteer efforts, including Meals on Wheels deliveries.

8CLARK VARGAS

Some 30 years ago, Clark Vargas had a vision. He saw a world of carefully designed and engineered shooting ranges that would offer recreational shooters a first-class experience. At the time, it was uncommon thinking shared by only a few other fellow believers in the industry. But as a master marksman (a skill he developed while serving in the U.S. Army and from participating in high-power rifle, conventional shotgun, rifle silhouette, NRA action, and IPSC-style pistol competitions) and owner of an engineering consulting firm, he had the talent, the tools, and the means to act on his vision. The result of his out-of-the box thinking was a new generation of innovative facilities that has allowed the industry to not only grow, but to thrive.

KELLIE BRUNN

Kellie Brunn, co-owner of XS Sights, returned to Texas in 2016 to help run the family business after working in North Carolina for Eaton Corporation’s electrical division for 15 years. Under her leadership, this second-generation, women-owned family business has grown exponentially—driven by the mission to “Empower the Good Guy.” Here, the idea is to help users of its products be more prepared, confident, and shoot better through the company’s innovative solutions and functional weapons upgrades. Whether it’s products like XS’ popular DXT2 Big Dot for individuals or customized solutions for industry partners, XS believes it is the night-sight company.

In the process, he encouraged owners of potential shooting ranges to “think big” and look deep into the future with the aim of not only providing an unrivaled shooting experience for current shooters, but to consider (and accommodate) the different needs of the next generation. As he says, this master plan idea allows the owners and operators of shooting ranges “to support the future needs that they don't realize they're going to have.”

As a result of his efforts, modern shooting ranges continue to push the boundaries of the shooting experience. From turning targets to increasingly complex tactical setups, ranges offer training opportunities unheard of just a few years ago. At the same time, massive shooting sports complexes are sprouting up across the country. Shooters can thank Clark Vargas for helping usher in this golden age.

J.J. REICH

9J.J. Reich worked as an information technology programmer and consultant for six years after graduating college in Wisconsin with a degree in Business Administration and a minor in Speech. In 2003, he switched industries and became a program coordinator and writer for North American Hunter and North American Fisherman magazines.

In the summer of 2010, ATK hired him to write marketing materials for shooting accessory brands such as Weaver Optics, Gunslick, Outers, and Champion Target. Two years later, Reich moved to the public relations team to work on the Federal Ammunition brand. In 2015, ATK spun off its consumer division to newly created Vista Outdoor. Reich is currently senior manager of press relations for its ammunition brands of Alliant Powder, CCI, Federal, HEVISHOT, and Speer.

Reich works directly with editors and writers to supply them with new product sheets, product

description articles, high-resolution images, and other assets. He also drafts and manages brand press releases, connects media members with interviews of various company personnel, and manages the company’s media site. The high quality of his work shows in the thousands of articles published every year for Vista Outdoor’s ammo brands.

Most recently Reich was instrumental in helping to compile, create, and publish a 104-page special interest magazine and a 244-page hardcover coffee table book, both of which celebrate Federal’s 100th Anniversary. In the months that led up to the publication of these projects, Reich worked as a coordinator, researcher, writer, and editor.

BUTCH WHITING

10Butch Whiting is the co-founder and CEO of Kryptek Outdoor Group, a globally recognized, Idaho-based company that specializes in high-performance technical apparel and gear for both civilian and military markets. The soul of the brand is accurately captured in its slogan, “Battlefield to Backcountry.” Alongside fellow co-founder and combat veteran Josh Cleghorn, Whiting designed a cutting-edge camo pattern based on the camouflage netting first used by U.S. Armed Forces in WWII. Kryptek’s proprietary camouflage patterns were developed specifically for the U.S. Army and are selectively used by U.S. and Coalition Special Operations. The company’s products feature the only camo on the civilian market extensively tested by the U.S. military; the pattern was a finalist in a global search during the U.S. Camo Improvement Effort. The eye-catching, edgy, and unique look of Kryptek Camo caught the attention of backcountry hunters and tactical teams and has appeared in several video games and numerous movies.

Following an 11-year career with the U.S. Army, where he separated as a decorated Major, Whiting’s military leadership experience translated well into the civilian business world. He is a skilled public speaker who has spoken about his experiences, including transitioning out of the military, starting a business, and building a brand.

Bridging THE GAP

by Brad Fitzpatrick

Federal is celebrating 100 years in business in 2022, and over the last century this brand has helped advance shotgun, rimfire, and centerfire ammunition design. But to remain relevant in a competitive market Federal has to continue producing innovative products that challenge our long-held beliefs about ammunition products. That’s exactly what the new 30 Super Carry cartridge does.

“We looked at all the new gun owners that came into the marketplace and the established gun owners that were getting into defensive carry,” says Mike Holm, Federal’s product director. “We knew the critical factors when selecting a personal defense gun were concealability, performance, and capacity.”

From there, Holm took a closer look at the two most popular self-defense loads available at the time—the 9mm Luger and .380 Auto.

“We wanted to know if we could bridge the gap between the .380 Auto and the 9mm,” Holm says. What Holm and his team quickly realized is that there is a substantial difference in the performance of the .380 and the 9mm. Federal didn’t have to split the difference between the two rounds in terms of terminal performance. Instead, the manufacturer set out to create a cartridge that matched 9mm performance, but with a smaller footprint.

Federal took aim at the most competitive handgun cartridge market, and with its new 30 Super Carry, it scored a bull's-eye.

There was a clear performance gap between the 9mm and .380, but bridging that gap would require an innovative design. Holm decided to use a smaller bullet, so he selected the .312-inch projectile that had served as the basis for the .327 Federal Magnum. That would result in a cartridge that was smaller in diameter than the 9mm, but matching the Luger’s performance would require increased pressure.

“The major hurdle with the 30 Super Carry was developing a cartridge case that could handle the additional pressure required to match 9mm performance with a .312-inch bullet,” Holm says. To make the 30 Super Carry practical, it would have to produce recoil that was on par with the 9mm or slightly lower. There also couldn’t be any pressure concerns with the new cartridge.

Fortunately, as testing got underway and firearms manufacturers began to produce 30 Super Carry prototypes, there were no issues with the cartridge’s increased pressure. The 30 Super Carry functioned well in semi-auto handguns during initial development, and gel testing proved this to be a capable round that matched the performance of the 9mm and substantially exceeded that of the .380 Auto. In bare ballistic gel testing, Speer’s Gold Dot 115-grain JHP load at 1,150 feet per second penetrated 13.85 inches, better than Gold Dot 124grain 9mm+P ammunition (12 inches) and Gold Dot .380 Auto (9 inches). During testing with Federal’s HST ammunition in gel with a heavy clothing barrier, the 30 Super Carry also outper-

 Federal 30 Super Carry self-defense ammo is now available from a number of different manufacturers.

formed the other two rounds. Federal’s HST 30 Super Carry 100-grain load penetrated 15.5 inches and expanded to a maximum of .530 inch. The 9mm 124-grain and 147-grain loads penetrated 14.5 and 14.6 inches in the cloth barrier/gel test, respectively; the 9mm bullets expanded to between .571 and .605 inch. The .380 Auto managed just 9.95 inches of penetration with a 99-grain HST load and a maximum expansion of .588 inch. Federal’s .380 Auto HST load carries about 223 foot-pounds of energy at the muzzle while the 9mm 124-grain HST generates 381 footpounds and the 147-grain load produces 313 footpounds. The smaller 30 Super Carry 100-grain HST bullet, driven at a velocity of 1,250 fps, produces 347 foot-pounds of punch.

These test results clearly show that, as Holm says, the 30 Super Carry doesn’t equally split the difference between the 9mm and the .380. Rather, the 30 Super Carry outperforms the 9mm and does so with a smaller form factor, which translates to more rounds in the magazine. But what’s the price for that increased energy and velocity? Is the 30 Super Carry too much gun for new shooters to handle?

“The first thing people want to know about is the recoil,” Holm says.

I tested Smith & Wesson’s new Shield EZ 30 Super Carry alongside the company’s M&P Shield EZ 9mm. Dimensions and weights of these guns are essentially the same since the 30 Super Carry version was based on a modified 9mm Shield EZ. Having both on hand made it very easy to closely examine the recoil energy of both guns. My take-

The 30 Super Carry has a faster recoil pulse than the 9mm, but the difference is so minimal that the average shooter won’t notice the difference.

 Speer Gold Dot 115-grain 30 Super Carry cartridges exit the muzzle at 1,150 fps.

away? The 30 Super Carry has a faster recoil pulse, as you might expect, but I believe differences in recoil between these two rounds are so minimal that the average shooter won’t notice the difference. In similar-weight guns you can expect the 30 Super Carry to produce recoil that’s very close to that of a 9mm.

Part of the performance advantage of the 30 Super Carry boils down to bullet design. Rather than use available .312-inch bullets, Federal’s engineers tweaked the profiles, jacket thickness, and other factors of their 100- and 115-grain bullet offerings until they arrived at a bullet shape and design that offered the best terminal ballistics. Holm says the engineering team did a fantastic job tweaking the 30 Super Carry’s .312-inch bullets to get maximum performance, and that dedication and attention to detail is apparent when you compare this new round to the 9mm.

Because the 30 Super Car ry has a smaller form factor, gun manufacturers can build these guns using existing 9mm models (as was the case with the Smith & Wesson) or on 30 Super Carryspecific frames that are smaller and feature a reduced grip diameter. When guns are built using existing 9mm frames, the 30 Super Carry offers increased capacity. Initial testing suggested that

EXTRA TIME AND COST TO HUNT FOR THE SMALLEST IMPERFECTION, but we wouldn’t do it any other way. WE

single-stack pistols chambered in 30 Super Carry would hold one or two more rounds than 9mm versions of the same gun. That’s the case for the Shield EZ, which holds 10 rounds in the magazine in 30 Super Carry compared to eight rounds in 9mm. Smith & Wesson’s new 30 Super Carry M&P Shield Plus actually holds 13 rounds, three more than the 9mm version. Double-stack 30 Super Carry magazines hold at least two more rounds than their 9mm counterparts.

So, what would a 30 Super Carry-specific pistol look like? A 30 Super Carry double-stack magazine would measure .639 inch wide, substantially less than the .728-inch width of a 9mm double-stack magazine. This reduces grip width by as much as an inch, so 30 Super Carry double-stack pistols with grips of .9 inch or even less are possible. Ten rounds of 30 Super Carry require a magazine box depth of 1.884 inches, while 11 rounds will fit in a magazine that’s 2.055 inches deep—less than the 2.145 inches required for a 10-round 9mm mag. This allows the 30 Super Carry to be built in lighter, smaller pistols than the 9mm without giving up magazine capacity or terminal performance.

In addition to Smith & Wesson, Nighthawk Custom in Berryville, Arkansas, was one of the first firearms manufacturers to offer 30 Super

Carry pistols. Their GRP and President 1911s are both available in 30 Super Carry, and both of these pistols hold two more rounds than their 9mm counterparts. I tested a Nighthawk GRP 30 Super Carry with Nighthawk’s IOS optics mounting system with a Trijicon RMR in place. That pistol was extremely accurate, producing five-shot groups between 1.07 and 1.30 inches at 25 yards while managing to produce multiple groups under one inch at that range. That level of performance speaks to Nighthawk’s quality, of course, but also to the 30 Super Carry’s accuracy potential.

There are currently six loads available for the 30 Super Carry including three defensive loads (Federal’s 100-grain HST, Speer’s 115-grain Gold Dot, and Remington’s 100-grain HTP) as well as FMJ loads from Blazer, American Eagle, and Remington that range from 100 to 115 grains. Because Federal’s sister brands have cooperated in the effort to roll out new ammo for the 30 Super Carry, there were plenty of options for shooters, and these loads are relatively affordable (FMJ loads carry an SRP of $30.99 to $31.99 for 50; defensive loads run between $26.99 and $36.99 for 20—very close to 9mm loads). In addition to the wide range of ammo options, other Vista Outdoor companies are producing accessories. RCBS is offering dies,

Hoppe’s is offering cleaning kits, and Uncle Mike’s and BLACKHAWK! are offering holsters.

Early reports are that demand for 30 Super Carry handguns and ammunition are higher than projected.

“Sales out of the gate were fantastic,” Holm says. “We had to ramp up production.”

Will the 30 Super Carry replace the 9mm? Not likely. But that was never Federal’s intention. Holm says that the goal was to “give people an option,” and it’s a very good option. More rounds, more penetration, and less mass? Who doesn’t love that in a defense pistol?

(federalpremium.com)

us at SHOT Show Booth #12277

Participating in the SHOT Show® is a BIG DEAL for your business. Only at the SHOT Show will you find a full range of manufacturers, products, partnerships and opportunities that can help any retailer or range, both large and small, better serve its community. Nowhere else does the hunting and shooting sports industry come together to connect and support each other and the customers they serve. There’s nothing like the SHOT Show experience.

The SHOT Show is a trade-only event. Professional affiliation required.

BRANCHING OUT

Though best known for laminated

by Slaton L. White

Founded in Mitchell, South Dakota, in 1981 as a one-man operation, Boyds Hardwood Gunstocks has grown into the world’s largest aftermarket gunstock manufacturer. It employs more than 100 craftsmen and women and now offers aftermarket gunstocks in over 255 different gun brands and over 1,200 models within those brands. Two years ago, long-time employees Dustin Knutson and Rob Carstensen became the new owners. While continuing to provide gun owners with their renowned laminated stocks, under Knutson and Carstensen the company has broadened the line to include the At-One Series of adjustable stocks as well as the Spike Camp, a lower-cost option that still provides the quality for which Boyds is known. SHOT Business recently sat down with Knutson to discuss how and why Boyds continues to be a premier manufacturer of aftermarket gunstocks.

SHOT business: Synthetic stocks command a lot of attention these days, to the point that many rifle owners think wood is outdated. You, obviously, have a different view of this. What are the advantages of your product?

Dustin Knutson: There are some very good synthetic stocks out there. Some synthetic stocks can, and do, have unique traits that are pushing quality and performance in our industry. But most synthetic stocks are of poor quality and actually reduce the performance of the rifle. They are used, quite simply, because they are very inexpensive. Although they allow the manufacturer to meet a certain price point, quality and consistency suffer. Boyds gunstocks offer quality and a wide range of style, color, and material options in one performance-enhancing package.

wood gunstocks, Boyds is Branching Out into new territory under new ownership.

SB: Please explain the process by which you assemble your laminate stocks.

DK: Laminate stocks are created by peeling a log into thin sheets of wood called veneer. These veneers are graded, removed of defects, and glued together using high-quality resins. A gunstock block of laminate contains 37 individual pieces of veneer—all glued, pressed together with huge industrial hydraulic presses, and dried to a specific level to ensure stability.

Sb: How important is the ongoing evolution of adhesives and resins to your success?

DK: Just like any other product, the better the components and processes used to build the product, the better the outcome.

Gunstock s are one small part of the adhesive industry. Those industries are constantly evolving and improving, and as a result we get access to the best adhesives.

SB: You say your laminated stocks are stronger and more durable than traditional wood stocks. How to you accomplish this?

DK: The process of laminating the veneers creates inherent strength and stability. A traditional wood block typically has one type of grain structure because it was cut from a solid tree, whereas a laminated block has thirty-seven veneers with all differ-

ent types of grain structure. This is because they are not only from different parts of the tree, but likely to be from completely different trees.

When the veneers are laid into a block, the grain structure of one veneer opposes the grain structure of the other veneer. This creates a random “lattice-type” structure of grain, which is exclusive to laminate, that stabilizes itself by having

Laminate stocks, in this case on a Mossberg Patriot, are created by peeling a log into thin sheets that are then glued together.

opposing grain orientation. Now, add high-quality adhesive and the veneer is locked onto itself. This is the reason laminate is strong and stable. If you look at the comparative strength and stability of modern laminated construction materials, like structural beams in buildings, you’ll find the strength and stability advantages are comparable.

SB: Adjustable stocks continue to gain traction, and your At-One line seems directly aimed at this market. How does this work?

DK: One of the most important aspects of good performance in shooting is to have consistency with the firearm. It is easy to achieve proper stock fit, and a properly fitting stock will improve your ability to aim the gun and absorb recoil more efficiently. Having an adjustable gunstock also helps to further consistency by taking out the variability of the shooter’s head and hand positioning. Being a big man (6 feet 6 inches tall), I always had to fit an “average-sized” stock, which translated to getting the dreaded “scope eye” more than once. During this time, I was marginally accurate with my rifles. Once I realized that I needed a stock with a longer length of pull and a little higher comb I was able to considerably improve my accuracy and precision with my rifles—and suffer fewer headaches caused by a recoiling scope slamming into my eyebrow.

So, we are huge proponents of stocks fitting the individual. Most of our stocks can be built with a specific length of pull. But finding the correct length of pull is partially art and partially science. Without getting into the field and testing

 The Spike Camp line is an essentials-only laminate gunstock, one with simple lines that retains the classic Boyds look at a more affordable price point.

what works best for a person, it can sometimes be difficult to know exactly the required length of pull a person needs. The adjustable At-One and Agility stocks allow for quick adjustment with just a push of a button. Now, when a person is at the range or in the field, they can experiment with the adjustments to find what works best for their comfort and accuracy. This adjustment also allows for different-sized shooters to successfully share a firearm when at the range or in the field.

The At-One has the capability to use interchangeable grips and forend accessory panels to optimize a single stock for the widest range of use with simple hand tools. The push-button adjustable length of pull and comb height further improve those capabilities. The At-One can make any firearm a more versatile and effective tool. The At-One is also a unique shape, which helps differentiate your rifle from others at the range or in the field.

SB: Spike Camp is a low-cost stock. Why did you feel it was important to add this to the line?

DK: We created the Spike Camp stock a few years after the At-One family of gunstocks. The

GI-6V HIGH SPEED AMMUNITION INSPECTION

feature-driven At-One is outstanding, but all that modularity may not be desired in some applications. So, we decided to make a stock at the opposite end of the spectrum. We made an essentials-only gunstock, something with minimal features but an all-around solid stock that is lighter and more compact and has simple lines. Our intention was to create a minimalistic stock with fit, form, and function. Ultimately, this resulted in a savings in material and time to produce the stock, so we were able to offer it at a lower price point. Less expensive does not have to mean cheap. The Spike Camp is really a “better for less” gunstock.

SB: A proper-fitting stock is key to achieving repeatable accuracy at the range or in the field. How does a custom Boyd stock help a customer achieve this?

DK: A good analogy here is to think back to when you shot a gun for the first time. Most of us were smaller or may not have had basic gun-handling skills. The guns were long and heavy, and we struggled to attain a good sight picture. As experienced shooters, we are still influenced by the same factors, but to a lesser degree. We also tend to be influenced

by the “it can’t be that big a difference” mindset. The reality is, a gun that fits better has better balance, will aim more consistently, and will reduce the effect of recoil on the shooter. All of that adds up to improved on-target results and more enjoyment when shooting. The fit and function advantages that we covered when discussing the At-One are available on almost every Boyds stock shape. The ability to select a stock profile that you prefer should not limit its effectiveness, and almost every Boyds stock can be manufactured to the individual customer’s optimal specs. It is

really a simple concept; a gun that you are not struggling to aim, or one that allows you to maintain head and hand position, will always be easier to shoot.

SB: What was the thinking behind the Agility Performance Gunstock?

DK: The Agility is one of my favorite gunstocks. I will give you a little “behind the scenes” information on the development of this stock. The original concept was to have a modern-style hunting rifle.

 The At-One adjustable stock, in this case paired with a Savage Impulse bolt-action, allows a shooter to customize length of pull and comb height for a precise fit.

Basically, it is an updated version of the gunstock that millions of people used on their first rifle. We wanted a stock that had the necessary functions for comfort and accuracy, but with a more modern look. As you look at the shape you can see the traditional design of the stock, but we added some functional aspects, such as changing the grip angle slightly to accommodate different styles of shooting as well as incorporating some modern lines and flow to the stock. As the design progressed, we realized that the “hunting stock” turned into a group of performanceenhancing features. That is why we named it the Agility—because it is adaptable to the shooter as well as to the style of shooting the user prefers. Whether shooting off a bench at the range or hiking in the field, the Agility fits.

SB: What is “The Boyds Hardwood Gunstocks US/International Dealer Program” and how does it work?

DK: We greatly appreciate our dealers around the world. It is exciting to go halfway across the world, walk into a gun or sporting goods store, and see the locals’ reaction to our stocks. It is nothing but positive and a great way for the business to add additional value to a customer when

they sell a firearm. Our dealer program is simple, and any-size retailer can become a dealer. Prices are correlated to volume of stocks purchased. The best part of being a Boyds dealer is that we fulfill most online orders in a couple of weeks. That means the retailer does not have to accommodate a lot of inventory; they also have the ability to order stocks for specific customers, knowing the product is readily available. To get started, just reach out to us.

SB: You and your partner, Bob Carstensen, are long-time employees who recently became co-owners. What is the biggest difference between being an employee and being an owner?

DK: Rob and I had been running the company for five years before taking ownership, so not a lot has changed on the day-to-day basis. We are still doing the same tasks today as we did 10 years ago. The biggest difference we have is that now we are looking further down the road. Rather than looking at today, this week, and this month, we are looking into the future of gunstocks and asking ourselves, “how do we continue to evolve a traditional product in the future?”

(boydsgunstocks.com)

 The Agility stock, here on a Savage rimfire in the Applejack color scheme, features an adjustable buttpad and Monte Carlo comb.

FIREARMS INDUSTRY JOBS

ESSENTIAL ACCESSORIES FOR

GUN OWNERS

by Ryan Lee Price

Whether your customer owns a handgun, shotgun, or an AR, there are countless accessories designed to increase a firearm’s functionality, usability, and aesthetics. Those who are new gun owners—and there are a lot of them now out there—may be overwhelmed by the sheer volume of available gear. Your job as a retailer is to help steer them in the right direction so they can get the most out of their gun, whether it’s for plinking, target shooting, competition, hunting, or self-defense.

At this point, a new shooter doesn’t need “one of everything.” They just need the basics as they learn the fundamentals of safe gun handling and shooting. Once they gain that experience and confidence in their abilities, you can then help them do a deeper dive into all that gear—and if they’re anything like more experienced shooters, that dive will be deep indeed. Here is a sampling of some of the must-haves that you should recommend to a new shooter.

GUN CASES

A gun case is a necessary accessory that allows your customer to safely and securely transport a rifle, handgun, or shotgun to and from the range or field. It’s also an essential item if they intend to fly with the gun either to hunt or participate in a competitive event. There are two basic types: soft side and hard side. Both are available in a range of sizes.

Soft sides are zippered cases made of a soft material (most commonly nylon, leather, or neoprene). They are lightweight and easy to carry to the car, range, or field, but they offer only minimal protection of the contents if the case is dropped or slammed against a hard object. There are also floating versions that appeal to goose and duck hunters who travel by boat to a blind. These cases often have a shoulder strap, a big help if a hunter is lugging a bag of decoys as well. Browning, Allen, and Uncle Mike’s each offer a full range of soft-side cases. BoneDri cases boast an interesting wrinkle; they are constructed using a special compound that protects a gun from rust by removing moisture while the gun is

Well-built hard-side cases, such as this Nanuk 985 AR-15 case, offer superior protection and security.

stored in the case. Rukx also offers a complete line of soft cases, including discreet pistol cases that look more like messenger bags.

Since these cases can’t be locked, to keep the gun out of unauthorized hands, recommend a trigger lock that surrounds the trigger guard before slipping the gun inside the case. That way, if the case is opened, the person pulling out the gun can’t fire it.

HARD-SIDE CASES

As the name suggests, hard-side cases are stout cases designed to provide maximum protection and security. They are certainly heavier and bulkier than soft-side cases. Aluminum was the material of choice for many years, and though such cases are still being made, these days cases made of hard plastic or proprietary resins that feature performance additives designed to increase the overall performance of the exterior shells are the way to go. In such cases, the impact-resistant exterior shells are practically crushproof. These cases are also waterproof and dustproof and come with comfortable carry handles and lockable latching systems. The interior is closed-cell foam that can be custom-cut to fit a gun. Many also feature inline wheels, a great feature if you have to slog through an airport. These top-of-the line cases are expensive, but worth every penny if you have to trust your firearm to airline baggage handlers. You can’t go wrong recommending Nanuk, Pelican, or Plano.

RANGE BAGS

A good, well-organized range bag will make your customer’s time at the range more productive by ensuring they have all the necessary gear at hand. Range bags come in a variety of sizes and shapes. There is no “perfect” bag. But once you’ve determined the model of gun the customer owns and how he intends to use it, you can begin narrowing down choices. The inside may be a single, open space or may be divided into separate chambers. These chambers may consist of adjustable, detachable panels that allow you to customize the interior storage space. Whatever the size, the bag should easily accommodate all the gear the customer wishes to

 For increased security at the range or in the car, you should recommend trigger locks when customers purchase a soft-sided

Handgun cases are sized to handle a single gun or as many as half a dozen models plus semi-auto magazines. Takedown shotgun cases are a convenient option, as are two-gun models, if your customer’s hunting or competition pursuits require more than one rifle.



case.

This range bag, set up for sporting clays, contains a shooting vest, ammo, eye and ear protection, spare chokes, and snap caps.

Photo by Slaton L. White

Photo by Slaton L. White

store. I would also recommend bags with outside storage pockets. These are the perfect places for small, indispensable items such as spare batteries, hand cleaner, extra magazines, etc. Some bags have zippered lids; other have fold-down covers that lock in place with Velcro fasteners. Whatever style the customer ends up choosing, durability is a big issue. Look for sturdy zippers and carry handles. Bags with thicker interior padding offer more protection for the gear inside.

No matter what bag is chosen, it should always contain the following: eye and ear protection; hand cleaner (to wipe off lead residue), appropriate ammo, spare batteries for any accessories that require them (such as red-dot optics and electronic ear muffs); a multi-tool (such as Leatherman); pocket knife; a set of empty-chamber indicators (required at some ranges); sunscreen; bug spray; shooting gloves; masking tape (to tape up holes in targets); pen and notebook; paper targets; heavy-duty staple gun and staples; and spare magazines. I also recommend packing cleaning rags (for a quick wipe down of the firearm at the range when you’re through for the day), and a can of spray gun oil. This is by no means an exhaustive list. But as you go over the list with your customer, you will encounter more selling opportunities. Products worth recommending are the 5.11 Tactical Range Ready Trainer Bag, Blackhawk Pistol Range bag, Mission First Tactical Ambush Utility Backpack, and Vertx COF Range Bag.

GUN SAFE

Safe gun storage is essential, and the best way to ensure that is through a gun safe. This is a big purchase, and a new owner may recoil at the price tag. That said, there are a number of small and very affordable handgun lock boxes both for home and car. Liberty and Sentry both offer these, some of which utilize biometric design for quick access. Long guns require full-size safes, which are also available from Liberty and Sentry. Browning also has a full line of larger safes.

GUN CLEANING KITS

There’s no way around it: cleaning a firearm is dirty business. But it must be done on a regular basis to keep it in top operating condition. Hoppe’s, Otis Technology, Birchwood-Casey, and Real Avid offer complete kits. You can quickly explain how to use the correct-size size rods, patches, and phosphorbronze brushes. All of these are relatively inexpensive items that should be an easy upsell. You’ll also need to recommend cleaning solvents that can handle powder fouling and copper fouling. Good choices here include Shooters Choice, Hoppe’s, Tetra Gun Care, Birchwood-Casey Gun and Bore Scrubber, Ballistol, or Break-Free CLC.

EYES AND EARS

Tell your customer that the first time they go a range that has a range officer, they’ll hear the command, “Eyes and Ears!” They won’t be allowed to shoot without proper eye and ear protection. Foam inserts offer little protection, so recommend ear muffs, especially those equipped with electronics that allow a shooter to hear the range officer’s commands. Other models that are Bluetooth-enabled make the experience more comfortable and enjoyable. Good choices are Howard Leight/Honeywell, 3M/Peltor, ProHear, and Walker’s.

 Firearms need to be cleaned regularly in order to maintain peak efficiency. Cleaning kits and solvents are an inexpensive upsell.

As for shooting glasses, explain that sunglasses are not acceptable equipment. The customer needs to invest in glasses that are ANSI Z87.1 certified (American National Standards Institute), which means they provide the proper amount of eye protection for shooters. This need not be an expensive purchase, but they can’t go wrong with WileyX, Radians, SSP Eyewear, or Smith Optics.

 Touch-control pistol safes allow quick access to a firearm in a homedefense situation.



The above gear is very basic and, in most cases (with a few exceptions) will be suitable for most gun owners. As they gain experience at the range, they’ll come back for higher-end accessories such as lights, lasers, and optics, as well as gear that requires a custom fit such as concealed-carry holsters. If you’ve done your job, you will have created a bond of trust between you and this new gun owner, one that will enrich you both in the years to come.

Shooting glasses are essential safety gear. These glasses by WileyX offer shatterproof lenses and a robust frame.

Photo by Slaton L. White

Photo courtesy of NSSF

Photo courtesy of NSSF

PRODUCT SHOWCASE

New products are the lifeblood of this industry. They create interest with consumers, and that curiosity can drive those same consumers to retailers to get a hand’s-on look. The transactions that follow help support thousands of jobs, whether it’s a firearm designer, optical engineer, tool-and-die operator, or the part-time employee who stocks the shelves at a retailer. The following products represent the broad range of products the industry delivers to eager consumers every year.

1 PARD

SA62-35LRF

The SA62-35LRF is a compact, lightweight, thermal-imaging device with a 35mm lens that integrates a laser rangefinder with an effective range of up to 6,890 feet. At only 15.5 ounces, it features a 1-4X digital zoom magnification. Resolution of the eyepiece is 1024x768 OLED and backs up the 640x480 thermal sensor, allowing it to detect targets up to 5,900 feet. With the next-generation vanadium oxide IR detector pixilation of 12µm (micrometers) and a Noise Equivalent Temperature Difference (NETD) of ≤25mK, you get an extremely sensitive device.

It offers five thermal display colors for varying conditions and a refresh rate of 30 Hz. The 18650 removable/rechargeable battery provides up to five hours of use and can operate between -20 and 140 degrees F. The Ingress Protection (IP) factor rates at an industry leading IP67, providing 100-percent security against dust and submersion in up to three feet of water. It also features technologically advanced features such as a ballistics calculator, one-shot zero, PIP mode, time/date image stamp, auto hot target tracking, Wi-Fi connectivity to your mobile device, and video recording that can be saved to a removable 128GB SD card. SRP: $4,099. (pard.com)

2 KICK’S INDUSTRIES HIGH FLYER SHOTGUN CHOKE TUBES

Designed specifically for the waterfowl hunter, High Flyer extended and angle-ported chokes can handle both steel shot or non-toxic loads. Manufactured from 17-4PH stainless steel with a black finish, the chokes are offered in four sizes: Improved Cylinder, Modified, Full, and XFull. The conical parallel design improves the pattern, and the diagonal ports reduce felt recoil and muzzle jump for faster, more accurate followup shots.

Kick’s chokes are both externally marked and laser marked for quick identification and do not require a wrench for installation or removal. Available in 10, 12, and 20 gauge and .410 bore, sizes that fit virtually any factory shotgun on the market today. Whether it is decoying ducks or high-flying geese, Kick’s has a High Flyer choke specifically made for any waterfowler. SRP: $67-$70. (kicks-ind.com)

3 BLACK HILLS AMMO

10MM HONEYBADGER

The 10mm 115-grain HoneyBadger has deep flutes designed for optimum terminal performance without reliance on hollow points. The bullet penetrates deeply, cutting through bone and muscle to get to vitals. This

is an important performance aspect of all hunting rounds, but particularly so when relying on your handgun for protection, including the possibility of bear attack.

The 10mm provides a velocity of 1,600 fps from a 5-inch-barrelled handgun. Penetration in 10-percent ballistic gelatin is more than 50 percent greater than that of hollow points while generating larger wound cavities.

(black-hills.com)

4AMERICAN TACTICAL CAVALRY SHOTGUNS

The Cavalry line of over/under shotguns is available in 12, 20, and 28 gauge as well as .410 bore. The laser-engraved receivers are made from lightweight high-grade 7075 aluminum, and the barrels are 4140 chrome-moly steel. Other features include single selective triggers, oil-finished Turkish walnut stocks, and brass bead front sights. The line is chambered for 3-inch shells (except for 28 gauge, which is chambered for 2 3⁄4-inch shells). The line also features auto ejectors—except for the 28 gauge, which uses extractors. Each gun weighs just over 6 pounds and comes with five interchangeable Beretta/Benelli Mobil-style chokes.

(americantactical.us)

5

GENERAL INSPECTION GI-6V

General Inspection manufactures a complete line of gauging, sorting, and inspection systems incorporating laser, eddy current, and vision technologies for dimensional measurement, determining metallurgical properties, and detecting visual irregularities as a method for achieving zero defects. Gauging, inspection, and sorting systems assure quality in product size, shape, and structure. In today’s zero-defect environment, the quality of your inspection technology is a critical factor in your ability to compete.

GI’s 6V is a high-speed ammunition-inspection system that uses patented, precision laser gauging for unmatched accuracy and repeatability for all profile dimensions. In the same system, an eight-camera multi-view vision system provides 360-degree part coverage for visual defect detection, resulting in complete dimensional and visual inspection. The 6V is flexible, and changeover for different-sized calibers can be completed in a matter of five minutes or less.

(geninsp.com)

PRODUCT SHOWCASE

6 PROTEK

ALL TERRAIN WATCHES

The new ProTek brand of watches is the brainchild of watch industry veteran Barry Cohen, founder and former owner of Luminox Watch, which was known for time pieces that featured non-stop illumination—a great asset for someone who has to work under the cover of darkness. ProTek’s rugged watches are built to endure some of the world’s toughest working conditions. That was one reason ProTek was recent ly named an official watch of the United States Marine Corps. The accuracy, durabili ty, and superior ProGlo illumination (an array of tritium gas-filled borosilicate glass tubes aglow in a variety of colors) make these ideal timepieces to serve Marines, not only in the line of duty, but in their daily lives as well.

All Terrain Watches in the Series 1000 have a carbon-composite case and a tight 60-click unidirectional ratcheting bezel for dive timing, with a stamped, embossed stainless-steel case back. The watches also have sapphire crystals with antireflective coatings and run on dependable Japanese Miyota (a division of Citizen) quartz move ments. And all use the ProGlo self-powered illumination system that enables them to glow nonstop for 25 years. Series 2000 and 300 watches will launch in the near future. (protekwatch.com)

7 AMERICAN PRECISION FIREARMS AF2011 DUELLER

American Precision Firearms is the distributor of Arsenal Firearms, an Italian manu facturer of artisanal firearms, best known for inventing the AF2011 Dueller, the only double-barrel pistol in the world. Based on the design of the M1911, the pistol is chambered in .38 Super Auto and .45 ACP and features a short-recoil 1911 system. In essence, it is two M1911 pistols built into a single side-by-side frame. Other features include a double hammer with a single spur, an interchangeable grip, adjustable or fixed rear sight, and compensated barrels with hybrid side brakes. (americanprecisionfirearms.com)

8 BALLISTOL CLEANER AND LUBRICANT

Developed in 1904, Ballistol has been battle-proven for nearly 120 years. Ballistol lubricates, penetrates, cleans, protects, and preserves all materials ranging from wood and leather to metal and plastics. With such a wide range of uses, customers will buy Ballistol year-round for firearms, leather, knives, tools, locks, marine use, and so much more.

Ballistol removes all bore fouling and carbon residue while being completely skin safe. Furthermore, it’s biodegradable and contains no carcinogens. As a lubricant, Ballistol will never gum up, harden, or freeze. It’s safe to use on all stocks, including wood and camo-dipped synthetic stocks.

Ballistol seals and protects rubber and leather from drying and cracking. Being slightly alkaline, Ballistol protects against all types of corrosion, including galvanic, acidic, and salt water.

When emulsified with water, Ballistol instantly neutralizes blackpowder and corrosive ammo residue on contact. Even as little as 5 percent Ballistol in water will prevent rust. Ballistol is available in several sizes of aerosol and non-aerosol containers as well as individually wrapped wipes.

(ballistol.com)

Your Fight Is Our Fight

PRESERVING

From the largest manufacturers to the smallest retailers, NSSF® fights to preserve our legacy and secure our future as a critical member of American industry. We fight with resources that promote legal gun ownership. We fight with initiatives that educate the public about responsible firearm ownership and safe participation in hunting and the shooting sports. And we fight on Capitol Hill and in state capitols nationwide—right alongside you—to ensure your ability to operate as a lawful and important business in your community is not infringed.

DON’T STAND ON THE SIDELINES. JOIN THE FIGHT BY JOINING NSSF TODAY.

NMOutdoorsman of Santa Fe, Santa Fe

This retailer caters to a traditional hunting and customfirearms clientele. They have been selling guns in the Santa Fe area for over 40 years.

Modern Sporting Rifles are turning at about three a week. Windham, Smith & Wesson, and Sig Sauer are the top sellers. Custom builds in the thousand-dollar-plus price range are also selling well. Sales of bolt-action guns are starting to pick up, with strong numbers on Browning X-Bolts, Ruger Americans, and Kimbers. This year, bolt rifles in .300 Win. Mag. are seeing greater demand.

“It’s surprising, but .300 Win. Mag. is super-hot in our store. Many of our customers are reading about the adoption of the caliber for snipers, and it has really pushed demand,” said manager Lee Sanders.

Ammo stocks are excellent, and even rare calibers are in stock. Handgun sales are steady. Glock 43 and Sig P365 handgun sales are doing well.

COGoods for the Woods, Durango Located on State Highway 160-550, this family-owned general hunting store was founded in 1987. It specializes in archery, and has a bow technician on staff who tunes, restrings, and repairs bows. It also carries soft goods, firearms, and reloading supplies. The store reported a high number of sales over the past few months and is now moving strong numbers of rifles. Christensen Arms, Bergara, and Beretta in 6.5 Creedmoor are the front runners at the big-game counter. “It’s great to see bolt guns doing really doing well, and we have had large backorders come in this year. However, it took two years,” said owner Jane Gustafsen.

MSRs are still moving at over four a week, the vast majority of which are S&W M&P 15 Sport IIs. Handgun sales remain good. Sig P635s and Glock 19s top the list, but Smith Shield EZs and 1911s across all brands are suddenly seeing high demand.

MTRed

Rock Sporting Goods, Miles City

Located on the high plains of southeastern Montana, this larger independent retailer stocks soft goods, firearms, and reloading supplies. Fall rifle sales are heating up with Christensen Arms, Mesa, Tikka, and Kimber rifles posting excellent numbers. Ammo stocks in most rifle calibers are good. The most popular calibers have been 6.5 Creedmoor, .300 Win. Mag., and .243. Although sales are good, this retailer voiced future concerns. “I just don’t see 2023 as being a good year. I worry about continuing increases in manufacturing costs and political turmoil,” said owner C.B. Scountz.

Shotgun sales are warming up. Benelli Super Black Eagle IIIs and Winchester Super Xs are the fastest movers.

Handgun sales are steady. Sig P365s and S&W Shield EZ 2.0s are pulling the strongest numbers. Springfield Hellcats are just behind.

NDOutdoorsman Inc., Fargo

Established in 1980 and located in the center of Fargo, this store keeps an average of three employees busy selling a variety of general home-defense products, rifles, and handguns. Demand for MSRs remains flat, and sales are equally split between Rock River Arms and Springfield Armory. “We’re selling three to four a month. But the good news is that our inventory is light, and we didn’t get caught last year when sales slowed,” said counter salesman Kevin Libbrecht.

Handguns are strong. Glock 19s, Springfield Hellcats, Colt 1911s, and Sig P365s are all moving quickly. A few shotguns are still moving, mostly Remington 870 Fieldmasters and several Benelli Super Black Eagles IIIs.

WIR&R Gun Shop, Loyal Located in a converted barn in rural central Wisconsin, this small-town retailer keeps its firearm inventory below 100 units.

It also offers a limited archery tackle selection and fishing supplies.

Top handgun sales for this store go to Shield EZ 2.0s and Glock 43s and 48s. Sig P320s are also in the mix. “Our customers are price sensitive. That said, if it’s a 9mm we can sell it,” said owner Bruce Denton.

Bolt-action guns, including Savage Model 93s in .17 HMR and Axis rifles in .223, are getting more than one look. Ruger Americans and a few Remington 783s in 6.5 Creedmoor are turning quickly. “While bolt guns are selling well, we still struggle getting basic hunting rifle cartridges. Also, it has been hard to get any wood-stocked rifles for under $1,000,” Denton said.

MSRs are crossing the counter at four a month, with Ruger 556s sitting in the top sales slot. Shotguns are moving, too, mainly because a few Mossberg 500s and Remington 870s are back in regular inventory.

OK Butch’s Guns, Woodward

The largest firearms dealer in

western Oklahoma, this shop specializes in hunting, home safety, and reloading. The storefront keeps nearly 2,000 new guns and 1,000 used guns in inventory, attracting buyers from several states.

Handgun sales are steady. Sig P365s and P320s and Glock 48s top the list. While MSR sales average two a week, the primary turns are going to Radical Firearms and higher-end CheyTacs. This store also builds custom MSRs.

Meanwhile, sales of bolt-action rifles are significantly up, and it looks like it will be a high-traffic year. Ruger Americans, Bergaras, and Browning X-Bolts in a large array of caliber choices are seeing the biggest turns. “Right now, it looks like we may have the highest rifle turns we’ve ever had in a single year. It has risen so much that they are now our store’s highest-selling category,” said owner Butch Joser.

This past dove season also saw high numbers of 20-gauge Benelli Super Black Eagle IIIs go out the door.

PA Bob’s Gun Shop & Indoor Range, McKeen

Located south of Erie off of I-79, this retailer-range has 10 25-yard lanes. Stocking close to 400 firearms, it specializes in concealed-carry training and defensive firearms. For example, the Handgun 101 class offers nine to 10 hours of instruction.

After a good summer, sales have continued to grow throughout the fall. “Our range and training programs help keep our sales consistent with constant traffic even when other stores have slower periods,” said owner Bob McDowell.

Glock 43s and 19s hold the high sales spot, but Sig P365s and P320s are just behind. Deer rifles are limited to Ruger American and Savage package guns. Due to hardto-get ammo, this retailer is reporting a drop in customer demand for the 6.5 Creedmoor. Sales of MSRs are steady with a mix of Smith & Wesson M&P 15 Sport IIs, Ruger 556s, and Sig 516s. Used hunting shotguns are in high demand this year.

NY Kinton Guns LLC, Farmington Just southeast of Rochester on the edge of the the state’s famous Finger Lakes region, this small-town gun shop keeps 500 firearms in stock with a mix of used and new guns. Handgun sales are strong, with steady turns on Glock 43s, 48s, and Sig P365s. Other movers include Smith Shield EZs.

Centerfire rifles for deer hunting are also selling in surprising numbers. Savage Axis IIs and Ruger Americans are moving well. Other notable sellers include Bergaras and Remington 783s.

“Our bolt-gun sales have continued to improve as more hunters take advantage of New York State’s newer centerfire deer hunting regulations. It has taken a while for guys to give up their slug guns,” said owner Tim Kinton.

The Remington 870 Express and Turkish Tristar semi-autos are turning briskly. Kinton said sales of used shotguns keep improving each fall.

ME York Firearms, Limington

With more than 3,000 firearms in stock, this rural independent in the southeast quadrant of the state specializes in lever-action long guns, revolvers, and defensive rifles.

Deer season is bringing fast turns on Ruger Americans and Savage 110s. The most popular caliber is the .308.

However, hunting ammo continues to be more challenging to keep in stock. “We are one of the few places to get rare rifle ammo. We give special consideration to our older hunters who may ask for these cartridges. As our oldest customers, we feel the need to offer them a special service. After all, they made us successful,” said owner Michael York. He added that he was willing to take ammo from his personal collection to make sure these customers can still use their rifles.

Other quick movers include CZ pistols, Ruger LCPs, and Shield EZs. York noted that Smith revolvers were hard to obtain, and so pricing of used guns has soared.

ARInfinity Sporting Goods, Alma

With 50,000 square feet of retail space, this general sporting goods store inventories over 1,000 firearms with four salespeople. For dove season and waterfowl seasons, the retailer moved strong numbers of 20-gauge Stoeger 3500s and Benelli Super Black Eagle IIIs. Some Nova pumps and Remington 870 Fieldmasters remain in stock.

Bolt-action gun sales have been especially strong for the Savage Axis and Mossberg Patriot this season. “It has been an amazing season. We have seen a high number of older shooters adding the 6.5 Creedmoor. And we have a good supply of the ammo in stock,” said counter salesman Jason Bowen.

Handgun sales continue to be strong. Sig P365s, S&W Shield EZ 2.0s, and Springfield Hellcats lead the way.

TX Central Texas Gun Works, Austin

This west Texas firearms retailer specializes in a mix of high-end

handguns and rifles, home security, and training seminars. The store inventories over 1,000 new guns and accepts Bitcoin.

Sales of handguns are steady. Top sellers include Sig P365s, Glock 48s, Taurus PT111s, and, at a lower price point, SCCYs.

Austin, like many urban areas in the south, has experienced a surge in population growth over the past few years. This development has put the store in a growth mode. “Our ability to take crypto currencies has brought us numerous new customers. We have a Bitcoin ATM in our store, and it’s used daily. This continues to be an important and growing part of our business, even in a low-market season for crypto,” said owner Michael Cargill.

MSR sales are steady. Smith M&P 15 Sport IIs and Ruger 556s lead the pack. Daniel Defense sits at the high end. Sales of bolt-actions are solid and increasing daily. The two most popular calibers are .308 and 6.5 Creedmoor. The Mossberg Shockwave and Maverick top the shotgun list.

TNLawson’s Clothing, Shoes, & Outdoors, Loretto Located in mideastern Tennessee, this large independent has more than 16,000 square feet of floor space with a mix of soft goods, fishing supplies, and 1,600 firearms.

As fall progresses, traditional bolt-action hunting guns are moving well. A mix of Browning X-Bolts in .270, Savage Axis IIs in 6.5 Creedmoor, and Bergaras in .308 are posting the best numbers of the season. But the store’s customers are beginning to shy away from the 6.5 Creedmoor. “Sales of 6.5 Creedmoor continue to slow because of the high cost of ammo,” said counter salesman Brian South.

MSRs are selling at an average of three per week. M&P 15 Sport IIs have the leading position. This retailer is also experiencing new sales with a local premium manufacturer, Head Down.

Handguns are holding steady. Glock 43s, Smith Shield EZs, Sig P365s, and Hellcats are all posting strong numbers.

NEWPRODUCTS

2

TAYLOR’S & COMPANY TC9 SERIES

Taylor’s & Company, a leading marketer and importer of state-of-the-art historical firearms utilizing the latest innovative designs, has announced the launch of the new TC9 Series of 9mm revolvers to their Lifestyle Series. The TC9 family includes four reproduction models of the iconic 1873 Cattleman revolver. The new TC9 9mm revolver is offered in two styles: a large army-size walnutcheckered grip and a black-checkered standard-size grip. The checkered grip gives increased performance and faster sight acquisition. The TC9 utilizes a side-loading gate and an ejector rod housed within the loading-lever assembly for easy loading, unloading, and reloading. The new 9mm revolver clone has a steel frame with a rear frame notch and a fixed-front blade sight. Both versions are available in 4.74and 5.5-inch barrel lengths. SRP: $588.14-$546.39. (taylorsfirearms.com)

1SMITH & WESSON

M&P9 M2.0 METAL

The performance that began with polymer construction is now forging forward. The lightweight and rigid metal frame of the Smith & Wesson M&P9 M2.0 Metal in 9mm Luger provides an extraordinary foundation for higher performance. Built on the M&P platform, it is compatible with all M2.0 magazines, slides, holsters, and palm swells.

Features include an optimal 18-degree grip angle for natural point of aim, four interchangeable palm swell grip inserts (S, M, ML, and L) for optimal hand fit and trigger reach, textured polymer front strap, wide slide stop, reversible magazine release, slide cut for optics, Picatinny-style rail, and forward slide serrations.

In addition, this model also boasts the M2.0 flat-face trigger for consistent finger placement that allows for more accurate and repeatable shooting. An enhanced sear delivers a lighter and crisper trigger let-off, and M&P’s patented take-down lever and sear-deactivation systems allow for disassembly without pulling the trigger. A low barrel bore axis makes the M&P pistol comfortable to shoot; it also reduces muzzle rise, allowing for faster aim recovery. SRP: $899.

(smith-wesson.com)

4GARMONT TACTICAL 9.81 HELI

The 9.81 Heli is a breathable low-cut shoe designed for everyday training. It offers stability and protection in a lightweight package with a fast lace system and seamless knitted upper for unparalleled breathability and comfort. Heat-sealed reinforcements wrap the outsole while deep lugs ensure traction, and a specially designed midsole delivers advanced cushioning and responsiveness. Available in coyote tan for military use and black for law-enforcement use. SRP: $135. (garmonttactical.com)

3 PREMIER BODY ARMOR EVERYDAY

ARMOR T-SHIRT 2.0

The Everyday Armor T-Shirt 2.0 delivers the protection of a bulletproof vest, but in a lightweight, concealable tee shirt. Everyday protection has never been more discreet or affordable.

“Keep your traditional soft armor vest ready and on standby for SHTF situations, but for daily use consider the Everyday Armor T-Shirt 2.0,” says Alex Stewart, president of Premier Body Armor. “This revolutionary product, now in its second generation, is the cutting edge of daily wear body armor.”

With the EAT2.0 you can wear real, made-in-the-USA Level IIIA body armor all day without the awkwardness, discomfort, or lifestyle change that comes with a traditional bulletproof vest. Constructed of a proprietary moisture-wicking, antimicrobial compression fabric, the two armor pockets (front and rear) are specifically designed to accept Premier Body Armor’s Level IIIA, 7.75x12.75-inch vital protection ballistic insert to protect the cardiac box, the home of your most vital organs. TSA approval means this everyday tee shirt can truly be worn every day, everywhere, providing you peace of mind in any situation. SRP: $279.

(premierbodyarmor.com)

NEWPRODUCTS

6MTM CASE-GARD DOUBLE SCOPED RIFLE CASE

As the name implies, the new Double Scoped Rifle Case is sized to hold two scoped rifles or any combination of long arms up to a length of 50.5 inches. Molded of high-impact plastic and featuring thick egg-crate-style foam for maximum protection, the case boasts a structured clamshell design for enhanced rigidity.

Four strong snap latches ensure the case stays closed while strategically placed padlock holes allow for additional padlock security (up to four padlocks). Additional features include piano-style lid hinges and tie-down grooves for securing the case to an ATV or a UTV cargo bed. SRP: $67.65. (mtmcase-gard.com)

5 STEINER OPTICS T6XI RIFLESCOPES

The four models of the T6Xi series build on Steiner's legendary T5Xi optics developed for advanced tactical and competitive shooting. Upgraded locking windage and elevation turrets ensure maximum confidence while in the field. Low-profile Never-Lost turrets feature windage and elevation locks as well as a second rotation indicator that simplifies adjustments in stressful shooting scenarios. The Never-Lost system shows each mil of elevation through the indication window on the elevation turret. After the first revolution, the mil numbers on the scale change automatically, preventing the shooter from getting lost on the dial. Additional features of the 6X zoom riflescope series include four night- and seven day-illumination levels, a locking diopter ring to prevent losing reticle focus, and a throw lever for quick magnification adjustment even with gloved hands. Three reticles are offered across the T6Xi line, all of which are specially designed to work with the first focal plane platform. The T6Xi 1-6x24 also comes with the all-new Steiner KC-1 reticle developed in collaboration with Jon Dufresne of Kinetic Consulting. This reticle presents a large aiming circle at low magnification for quick sight acquisition in close quarters and a detailed reticle view at 6X magnification for precision shooting. The three higher-magnification T6Xi models are available with Steiner's MSR2 Multipurpose Sniper Reticle or the SCR Special Competition Reticle—both of which serve the precision long-range shooter. SRP: $2,874.99, T6Xi 5-30x56; $2,414.99, T6Xi 3-18x56; $2,184.99, T6Xi 2.5-15x50; $1,954.99, T6Xi 1-6x24. (steiner-optics.com)

8 FALCO HOLSTERS C141 AND C142 OWB HOLSTERS

Made from Italian full-grain leather, the C141 and C142 Level 2 retention holsters withstand the rigors of duty while offering the comfort of premium leather. The MLC Security Lock Technology design protects the trigger from interference on both sides and locks onto the trigger guard while the firearm is holstered. Once the synthetic lock is disengaged with the thumb, the firearm is accessible.

These OWB holsters are compatible with extended barrels and are available for a wide variety of pistols and revolvers. The Model C141 OWB is designed for hip carry at the 3 o’clock position, and the single belt tunnel on the rear side keeps the handgun slightly off-body for a smooth gun draw and efficient combat grip. The Model C142 OWB Pancake-Style has a slight forward cant for convenient hip carry from 3 o’clock to 5 o’clock positions, and the widely positioned belt slots on both sides of the holster keep the handgun snug on the body for increased stability and ease of concealment. SRP: $109.95.

(falcoholsters.com)

7 ALPS OUTDOORZ DARK TIMBER HUNTING PACK

Whether sitting on stand from daylight to dark or doing a spot-and-stalk hunt across the open prairie, hunters need a pack that is both comfortable to wear and large enough to accommodate all the necessary gear. Enter the ALPS OutdoorZ Dark Timber. The pack's 37-liter capacity is distributed between a large main compartment and two exterior compartments, making it easy to organize supplies according to size and access need. Hydration-compatible, the Dark Timber pack includes water-bottle pockets on each side, cinch straps to tighten the load for improved balance, and a daisy chain loop across the front panel.

To enhance comfort on the trail, the Dark Timber features adjustable padded shoulder straps, an adjustable sternum strap, and a wide, padded waist belt designed to help distribute the load to reduce fatigue. The pack is available in Mossy Oak Country DNA or Realtree EDGE camo patterns. SRP: $89.99.

(alpsoutdoorz.com)

by miles hall

Hidden Evil

Mislaid trust can ruin a business.

rust me.” This short sentence is fraught with meaning. When you choose to build a retail enterprise, one in which you invest your heart and soul, you need to be able to trust those around you, especially those who may control your financial destiny. Sadly, not everyone is worthy of your trust. These wolves in sheep’s clothing can do untold damage if not spotted and rooted out. I’ve found that one of the hardest tasks I face in retail consulting is getting an owner to face the hard truth that their trust has been misplaced.

Here is one such story. Call it “Hidden Evil.” It concerns the dark souls who seem to lie in wait for the unaware to break their hearts and ruin their businesses.

When we are asked to come in and help a dealer, we dive in with both feet. The records are one critical aspect. Gathering and analyzing the data help us to see if the business is profitable. In the process, we find some owners who are better at tracking money matters than others. This particular husband-andwife operation had an outside CPA who was supposed to do monthly P&Ls along with detailed balance sheets. But the work had not been done with any consistency for years. This person was clearly not an active part of the business, and as a result, the owners did not have enough information on hand to make good decisions.

I repeatedly tried to arrange a time to talk with the CPA. No luck. But because of my inquiries, we suddenly got up-to-date reports the next day. This allowed us to see that the company was current on

the SBA note along with payroll and sales tax obligations. They were behind with a few suppliers, but it was an amount we felt was easily solvable with the right discipline and plan in place.

We really liked the ownership team, and we believed they were on board with our suggestions. Though not seasoned business people, they had done well enough so that they could now grow the business. But soon thereafter, I received a joint call from them. They were so emotional that it took time to get matters calm enough to hear their story. The CPA had met with them and encouraged them to file for bankruptcy. I was shocked. The books certainly did not call for such drastic action. After making sure they had shared everything with us the month before, I could not see why their CPA would encourage them to undertake such a course. They asked if I would talk with her.

I immediately agreed to intercede on their behalf. We rushed out an agreement to the couple that gave us full authority to talk unfettered.

Going into the call, I set my mind on not rushing to judgment. The call started with her wanting to know just who we were. Fair question. But it was how she asked that gave me the first sign something was dreadfully wrong. Then she interrupted me several times while I tried to answer. She was quick to tell me how she was the only reason the operation had succeeded thus far. She belittled them and the business constantly. Then, after 20 minutes of uninterrupted talk she said, “I never liked the gun business anyway, and closing it down would be good.”

I lit into her immediately, restating the actual facts of the case. She did not want to hear anything

from me and kept interrupting. Finally, I could no longer tolerate her attitude and shared how I felt. I told her she had committed malpractice and had needlessly harmed a kind and caring couple. I told her the industry she loathed so much is honorable, one rooted in the founding principles of our country.

I also told her that her conscience sure hadn’t bothered her enough to keep her from cashing the checks the owners had been sending her. And with that, she hung up on me.

She had come to the owners via a relative and had most certainly cast a spell on them. She had so bewitched this couple that despite all our efforts they finally gave in and elected to follow her recommendation. As a result, this couple traded their dream for a broken heart.

The Simple Truth is that the hidden forces of evil, jealously, and spite are ever present. These judgmental people are quite cunning; they will smile to your face, but the minute you turn around, they‘ll stab you in the back. Unfortunately, many times this conduct can come from the person you would least suspect.

Shakespeare wrote volumes about such treachery. You must look for them and cast them out, no matter who they are. Your best bulwark against such evil is to build a circle around you of true believers. I’ll tell you how to do this next issue.

Author bio: Miles Hall was founder and president of a multi-million-dollar firearms retail store and gun range in Oklahoma for 36 years. He is now a senior advisor helping FFLs around the country run more efficient, profitable businesses. (HallnHall.com)

PHOTO COURTESY OF NSSF

Misplaced trust in employees or outside vendors can do irreparable harm to a retailer.