DAILY UPDATE

ANOTHER REVOLUTIONARY

HUNTING RIFLESCOPE FROM BURRIS

Advances in ammunition technology and greater precision in factory rifles have allowed hunters to significantly improve shot placement and confidence at distance, assuming they employ quality optics and have the skills needed to use them. Now Burris has developed

a revolutionary optic system—the all-new Veracity PH 4-20x50mm riflescope—designed help hunters uncomfortable with on-the-fly bullet drop and wind drift compensation using traditional dial-in or hold-over techniques to ensure point-of-aim/point-of-impact performance.

The Veracity PH 4-20x50mm optic delivers all the essential tools necessary to achieve confident point-of-aim/point-of-impact performance at extended distances without the need for math, DOPE cards, or hours spent learning to dial-in bullet drop or wind-drift compensation. The scope is also extremely fast in providing an accurate aiming solution, eliminating time lost to thinking, guessing, and hesitantly fumbling with dials.

This complex-to-simple performance centers on the Veracity PH’s advanced click-less Digital Elevation Turret and a robust yet easy-to-assess heads-up display of key ballistic and platform information. Coupled with userconfigurable and uploadable ballistic data for custom firing solutions via Bluetooth connectivity through the BurrisConnect App, hunters need not worry about calculating reticle holdover or remembering elevation “clicks” to achieve correct bullet drop compensation during a stressful, time-sensitive shot opportunity. And with this app-to-scope integration, shooters can create and upload customized ballistic profiles for their most accurate hunting load.

Delivering all this essential data and more while permitting the shooter to keep their cheek on the stock and eye behind the scope is the Veracity PH Heads-Up Display. The data board, easily visible across the top of the reticle, presents all the critical ballistic and operational information in a clean and simple-to-read format: • Measurement in yards, meters, or MOA • Wind hold programmable for MOA or mils • Digital level • Angle compensation • Battery power level

Boasting a 5X zoom system and high-performance glass that exhibits exceptional brightness and clarity, the Veracity PH 4-20x50mm covers the needs of hunters engaging game near and far in all lighting conditions. The Wind MOA FFP reticle is a front focal plane design, making hold-off and hold-over compensation accurate at any magnification. Side focus/parallax adjustment ensures the target image matches the reticle focal point from 50 yards to infinity, thereby eliminating parallax error on extended-range shots. Finally, both windage and elevation turrets feature zero turn stop adjustment so you never lose zero.

With its easy-to-use operation, intuitive data presentation, and ability to work with custom ballistic profiles, the new Burris Veracity PH 4-20x50mm can maximize every hunter’s potential for success in the field.

Booth #13031Free Download

(burrisoptics.com)

DAILY UPDATE

NEWS ❚ PROMOTIONS ❚ AWARDS ❚ OUTREACH

APEX Ammunition Embraces the 28 Gauge O

ne big trend in wingshooting is the move to smaller gauges. As states legalize the use of sub-gauge shotguns, such as the 28 gauge and .410 bore, in situations previously limited to just 12- and 20-gauge guns, ammo companies are gearing up to meet the demand. APEX Ammunition, which has been a leader in this category, has pioneered the commercial application of ultra-high-density Tungsten Super Shot to create hard-hitting, accurate shot loads that work extraordinarily well in 28 gauge.

 As more 28-gauge autoloaders come on market, APEX Ammunition is ramping up production of its 28-gauge Tungsten Super Shot loads.

“There are several benefits to using smaller-gauge loads when hunting waterfowl and upland game,” says Jason Lonsberry, CEO of APEX Ammunition. “To start with, lighter-weight shotguns are easier to handle, both in the field and in the blind. Shooters will also experience reduced recoil, a distinct advantage for younger hunters or anyone else, for that matter, who has wearied of the kick of a 12-gauge magnum shell. Reduced recoil also means better follow-up shots because the head stays down on the gun.”

From his perspective, this development is a real trend with legs. It’s no passing a fad. One way this is evident is the number of 28-gauge autoloaders now coming to market.

“In the past, most people using 28 gauges were folks who have really done a lot of research on the effectiveness of the 28 gauge and were willing to bear the extra cost of 28-gauge ammo,” he says. “It was truly a specialized market. And, traditionally, young hunters who begin with a .410 move on to a 20 gauge. But now they are true 28-gauge options, especially if they use our loads.”

Lonsberry believes the sheer density of APEX’s Tungsten Super Shot (TSS) at 18.1 g/cc makes subgauge guns a viable option for waterfowl hunting. “TSS delivers significantly more knockdown power and puts more pellets on target in sub-gauge loads than steel or bismuth,” he says. “In fact, we are seeing 100-percent pellet retention with properly choked guns at 35 yards within a 30-inch circle. The load retention of our 28-gauge loads is incredible. Who wouldn’t want 85 pellets on target at 35 yards out of a 28 gauge?”

According to Lonsberry, the APEX TSS/S3 steel blend is the best of both worlds from a cost/performance standpoint when using a subgauge gun. “Straight TSS loads hit hardest, but is the most expensive shotshell offering. The blend gives you a high-performance load at a more affordable price point. The blend is also a good choice for situations where shots are closer, such as hunting in a blind over decoys early in the season.”

Right now, Lonsberry believes that the use of sub-gauge ammo is essentially an autoloader trend, mainly because autoloader manufacturers are releasing new guns in 28 gauge. “We do see a lot of over/under 28 gauges, but very few pumps,” he says.

THE APEX ADVANTAGE FOR DEALERS

APEX understands how important its dealers are to the continued success of the company. That’s why it is offering dealers a limited-edition APEX Flight Bag. This handsome, waxed-canvas shell bag, with logo-stamped, heavy-duty leather strap and brass buckle, is available with the purchase of five 25-round boxes of APEX S3 Steel Blend shotshells while supplies last.

Designed for the travelling hunter, waterfowlers who fly in for guided hunts without ammunition can go do the nearest dealer, grab an APEX Flight Bag, and take care of their ammo and blind bag needs in one convenient purchase. This is a significant value for the customer who is getting a $60-$70 blind bag for free and just one SKU for dealers instead of two. Booth #71104

(apexammunition.com)

10 REASONS TO JOIN NSSF, YOUR INDUSTRY’S TRADE ASSOCIATION

By John McNamara, NSSF Managing Director, Member Services

A

s the firearm industry’s trade association, NSSF is working nonstop on behalf of the thousands of businesses it serves. If you’re not yet an NSSF member, here are 10 reasons to join:

1. IT’S YOUR TRADE ASSOCIATION

NSSF’s membership is made up of a diverse group of businesses—retailers, ranges, manufacturers, distributors, wholesalers, and every other segment of the firearm industry. NSSF advocates, educates, and communicates for the industry. It exists to support you and your business.

2. NSSF ADVOCATES AND FIGHTS FOR YOU

NSSF advocates on behalf of every segment of our industry on Capitol Hill and in state capitals nationwide. The association has grown its government-relations efforts immensely, resulting in many key legislative and legal successes for the industry. At the start of the COVID-19 pandemic, NSSF ensured that the firearm industry was declared “essential,” which resulted in businesses continuing to operate while many other industries were forced to shut down. NSSF’s recent efforts have also led to the introduction of legislation to protect industry businesses from discrimination by financial services institutions. With offices in Washington, D.C., and regional staff across the country, the association is the industry’s leading advocate.

3. EDUCATION FOR YOUR BUSINESS

Offering a huge library of online offerings—and at live events such as the Range-Retailer Business Expo, Import/Export Conference, and SHOT Show— NSSF provides unparalleled educational options for its members. From ATF inspection preparedness to improving store security to OSHA lead and noise compliance for ranges, courses are available for all segments of the industry. NSSF’s SHOT University Online now provides members access to a library of more than 40 classes and nearly 100 presentations, while a regular schedule of live, online sessions covers the latest topics, issues, and trends.

4. ACCESS TO EXPERT GUIDANCE

NSSF’s stable of industry experts—ranging from former ATF officials to shooting range developers—are standing ready to assist NSSF members. NSSF offers its members a 24-hour compliance hotline to get answers when they need it most. Members can also take advantage of in-person training and consultation sessions with former ATF officials and industry compliance experts, all of whom understand what it takes to stay compliant with ATF rules and regulations. Similarly, range members can arrange for a site visit from a member of NSSF’s OSHA compliance consulting team.

5. RESEARCH FOR YOUR BUSINESS

By utilizing the association’s detailed reports, NSSF members can make better management decisions, resulting in greater success for their businesses. NSSF research is geared toward all segments of the industry, so whether you operate a retail store, shooting range, or manufacturing business, in-depth reports and regular updates are available.

6. MEMBERSHIP SUPPORTS SAFETY AND SUICIDE PREVENTION EFFORTS

NSSF’s Project ChildSafe promotes secure firearm storage nationwide and aims to help prevent firearm accidents by providing free information and gun locks. To date, more than 40 million free gun locks have been distributed. NSSF also actively partners with local and national suicide prevention organizations to help communities engage in secure firearmstorage practices and understand risk factors and warning signs related to suicide. The Department of Veterans Affairs and NSSF are also working together to help prevent suicide among active servicemen and women and veterans. Your support as a member contributes to the success of these efforts that have made our industry a leader in firearm safety.

7. TIMELY UPDATES AND COMMUNICATIONS

NSSF provides its members with the latest news and updates related to the industry. Among NSSF’s digital offerings is the weekly e-newsletter “Bullet Points,” a roundup of industry issues, and the weekly “Government Relations Update,” which includes all the latest news from Washington, D.C., and state capitals around the country. NSSF also works to educate, inform, and persuade today’s key audiences on the industry’s behalf. As the voice of our industry, NSSF is working constantly to educate the public and the media on a variety of issues.

8. SHOT SHOW BENEFITS

As the owner of the industry’s largest trade show, NSSF rolls out the red carpet for its members at the SHOT Show. Members receive discounted pricing for registration, discounted access to SHOT University sessions, free access to members-only lounges at both Caesars Forum and The Venetian Expo, and other unique member opportunities during the show. Exhibiting members receive discounted booth space and five extra booth-priority points.

9. MEMBERSHIP DRIVES PARTICIPATION IN HUNTING AND THE SHOOTING SPORTS

NSSF also helps fuel the future of hunting and shooting sports participation in America. Through its +ONE Movement campaign, existing hunters and shooters have pledged to introduce more than 2 million new people to hunting and shooting. Through NSSF’s First Shots program, tens of thousands of newcomers from across the country have been introduced to firearm safety and shooting at their local ranges. And, through the annual celebration of National Shooting Sports Month in August, newcomers of all ages are being introduced to the fun and excitement of the shooting sports each year.

10. DISCOUNTS AND BENEFITS

In addition to all the above, NSSF members receive a slew of discounts and benefits. Included are discounts on point-of-sale software, property and casualty insurance, research and literature, employee background checks, credit-card processing, security and anti-theft systems, and more.

If you aren’t yet a member of the NSSF, please join today. With a membership of thousands of businesses, our industry’s voice is strong. Help us make it that much stronger. Please visit us during the SHOT Show at our booths in The Venetian Expo and Caesars Forum.

FIOCCHI ANNOUNCES NEW PRIMER MANUFACTURING FACILITY

Fiocchi, a global leader in defensive, target, and hunting ammunition, announced last fall that it had selected a 281-acre site in the Port of Little Rock, Arkansas, for a new ammunition primer manufacturing facility, expanding its operations presence in Little Rock. Representing a $41.5 million investment and a 120-person workforce expansion, the new production operation will pave the way for future growth in Arkansas and provide much-needed primer supply relief for the broader ammunition manufacturing segment. The new facility will be one of only six primer manufacturing operations in the U.S. and the only dedicated lead-free primer plant in the world. Fiocchi evaluated five locations across three states for the expansion. Little Rock was selected as the preferred location after a thorough site selection search that evaluated real estate compatibility, logistical infrastructure, workforce capability, and support from state and local leadership.

This new initiative follows three major acquisitions by Fiocchi over the last two years, including premium shotshell manufacturers Baschieri & Pellagri and Lyalvale Express, as well as a division of Grandeur Fasteners of Little Rock. The latter provided Fiocchi the opportunity to stand up the expansive Little Rock Operations and to pave the way for the new primer manufacturing facility.

“This groundbreaking represents another significant milestone in Fiocchi’s long-term plan to strengthen and expand our manufacturing capabilities and to bolster primer supplies, not only for Fiocchi products but also to increase supplies for the ammunition manufacturing industry at large,” said Fiocchi Group CEO Maurizio Negro. “We sincerely appreciate the support of Governor Asa Hutchinson, Secretary of Commerce Mike Preston, Jack Thomas of the Little Rock Chamber of Commerce, Bryan Day of the Port of Little Rock, and all the partners involved who helped make this possible.”

Part of Fiocchi’s ongoing vertical integration strategy, the new primer facility will allow the company to meet internal primer supply needs, focus on its low-environmental-impact initiatives, and present second-sourcing opportunities for industry contracts. Fiocchi is the technology leader in lead- and heavy-metal-free primers and is the only manufacturer of lead-free primers to receive NATO qualification. This new initiative complements Fiocchi’s major commitments to the sustainable technology segment, which includes lead-free projectiles, non-toxic shot, and biodegradable components under the company’s EnviroShield initiative.

“Our focus on Little Rock for this major expansion comes from an ideal alignment of several considerations,” said Fiocchi of America president and CEO Anthony Acitelli. “Aside from our strong ties with the state and local governments, Arkansas has a highly experienced and energetic labor force to call upon. Furthermore, streamlined logistics with other plant operations combined with management and supply chain efficiencies make Little Rock a logical choice. We will also benefit from logistical synergies with our ammo manufacturing industry partners.”

Fiocchi will begin construction in 2023 and anticipates its first stage of operational capacity of its Little Rock primer manufacturing facility in early 2025. Booth #11454

(fiocchiUSA.COM)

GUNSMITH-Series™ Sight Pusher Install Kit for Glock®

Designed by Gunsmiths for the DIYer™. 50% less install force than typical pushers.

Stop by booth 13624 to demo the tool!

Aim Sports Aims High

By Robert Sadowski

Founded in 2007, Aim Sports was once known as an importer of firearm accessories with products sourced from China and Taiwan. Not anymore. Aim Sports now has multiple manufacturing AS9100-certified facilities in California. The company honed its machining experience in the aerospace industry, so they know a thing or two about removing metal to create parts. This experience also gave them the ability to create products here in the U.S. rather than rely on imports.

“We’ve been a leader in bringing innovative, quality, and affordable products to every variety of American shooter,” says product manager Dave Stephens. “We’ve never been afraid to introduce unique items to even the narrowest segments of the shooting sports world, and we continue to keep our ears to the ground for feedback in our ever-improving and ever-expanding product line.”

As an example, he cites one of Aim Sports’ hottest products, an all-aluminum 50-round drum magazine for the 5.56 AR platform offered through its sub-brand, Warrior Manufacturing Systems. It soft-launched last August and sold out within weeks. The drums are Cerakoted in four finishes (black, FDE, Midnight Bronze, and Tungsten Grey), require no lubrication, are easy and fast to load, and are full-auto rated. Aim Sports is ramping up to produce 500 magazines a month to keep up with demand.

“Selling AR15 rifles lately has been difficult,” he says. “We hope, and have seen, our niche products like the drum magazine fill a void.”

That said, Aim Sports still sees opportunities in the AR market, which is why last November under Warrior Manufacturing Systems it also launched the WSM15 Series, a premium billet AR15 in 5.56 NATO. Features include CNCmachined billet upper and lower receivers, a 15-inch M-LOK free-float handguard, flared mag well for quick magazine changes, a six-position collapsible stock and P23 pistol grip, and proprietary muzzle brake designs. Also included is a standardcapacity 30-round magazine and soft-side discreet carry case. The rifle is available in black, FDE, Midnight Bronze, and Tungsten Grey. With an SRP of $1,299, the WSM15 falls into the $1,500 range, the top end of mid-tier AR rifles.

“The goal was to make a quality rifle built in the U.S. with features that everyone can afford,” says Stephens.

Warrior Systems Manufacturing is being represented by Tim Bailey & Associates. Although Bailey and team will be knocking on dealer’s doors, Aim Sports has also taken the Warrior Systems brand direct to consumers. Launching a brand means more than hiring reps and building a website. A recent on-site event at a shooting range saw 5,000 attendees over a five-hour period get Aim Sports products in the hands of consumers.

“There was a line out the door with consumers waiting to try the latest products,” says Stephens. “Along with the industry trade shows like NASGW

 An all-aluminum 50-round Cerakoted drum magazine for the 5.56 AR platform requires no lubrication and is easy and fast to load.

and SHOT, we plan to hold more events for consumers to get Warrior Systems product in their hands. We know we need to be visible to everyone in every way we can.”

Stephens notes that the company’s design team has decades of experience, from law enforcement to competition shooting and everything in between. “With the drive to stay on the cutting edge, we are sensitive to the trends and new directions of this rapidly evolving industry.” At the same time, he says Aim Sports understands that building a great product is only one segment of the profitability puzzle. They also need to set themselves apart from the competition, and part of that is developing dealer programs that benefit their bottom line.

Aim Sports has always provided various programs for dealers, such as buying five guns gets free shipping or buying 10 and getting one free. “We are trying to make the rifle more affordable to the dealer while maintaining competitive pricing,” says Stephens. “We also have specific programs for buying groups, distributors, and the mom-and-pop type shops.” Booth #52530

(aimsportsinc.com)

 The WSM15 Series in 5.56 NATO features a CNC-machined billet upper and lower receiver as well as a flared mag well.

THE NEW ZEPHYR MK2 LINE Tested. Proven. Certified to the highest standards – that’s the NEW Zephyr MK2 line. More technical, more durable and even higher-performance than the original best-selling INNOVATION TAKEN TO THE NEXT LEVEL Zephyr models, these boots are EU PPE certified*, and available for men and women in mid, hi and low cuts, in Gore-Tex and non-Gore Tex options and in multiple colors. Select models are available in WIDE!

NEW BOOTH #10162 Visit our new booth to see the LOWA 2023 Hunting & Task Force Collections 2023 Hunting & Task Force Collections

ZEPHYR MK2 GTX HI Ranger Green ZEPHYR MK2 GTX MID Coyote OP

*Tested and certifi ed according to European Union (EU) PPE Regulations (2020). PPE regulations cover the design, manufacture and marketing of Personal Protective Equipment (PPE). They defi ne the legal obligations required to ensure that PPE on the EU internal market (the European Economic Area, known as the EEA) provide the highest level of protection against risks.

GORE-TEX, GTX, GORE and design are registered trademarks of W.L. Gore & Associates Inc. © 2023 LOWA Boots, LLC. ZEPHYR MK2 GTX LO Black

SENTRY Products Group Expands EDC Holster Line

Over the past two years, millions of Americans have exercised their Second Amendment rights and bought firearms for personal protection. Many of those purchases were handguns intended for concealed-carry use, which naturally has expanded demand for concealed-carry holsters.

Terry Naughton, president of SENTRY Products Group, a manufacturer of tactical gear based in Virginia Beach, Virginia, said this surge in demand was one of the reasons the company recently expanded its line of everyday-carry holsters. “EDC is really growing for us,” he says. “Introducing a new product line these days is always a challenge, but our dealers really like these new holsters. Belts and magazine pouches for CCW use also are big right now, and this is a huge business for us.”

Retailers should take note of this expanded line, as they are an easy upsell to a CCW customer. The recent additions to the line of EDC holsters from SENTRY includes a stylish Comfort Carry holster in microfiber suede, a “leather-look” Variable Fit holster, and an optimal solution for a pocket-carry holster, the IWB/Pocket holster. The Comfort Carry Inside the Pant/Tuckable Holster is covered with an anti-slip microfiber suede and features edge stitching for a casual look that is comfortable for all-day wear. It’s also easy to clean. Just like the Inside the Pant/Tuckable holster, this microfiber

 The adjustable Double Mag Pouch is made from durable injection-molded Polyform.  The Angle Adjustable Belt Slide Holster allows for comfortable and secure belt-worn carry in an injection-molded, adjustable retention holster.

suede version with a unique angle-adjust clip-attachment system allows the user to tuck a shirt over the firearm for the ultimate in concealability and accessibility. The Level 1 retention holster is also adjustable for height and holster inclination and has a sight channel for a smooth draw and re-holstering. Available in a gray-suede look for Glock Models G17, 19, 43 and S&W Shield 9/40. SRP: $65.99.

The Variable Fit Inside the Pants Holster is a thin, lightweight concealed-carry holster that features a “leather-look” reinforced microfiber body with an interior lining of suede microfiber. The holster is internally reinforced with a nondeformable material with a differentiated polymer reinforcement at the top insert area of the holster, which allows for easy

drawing and re-holstering. The multi-position Rubber-Tech hook-and-loop fastener allows the Easy-Fit to be worn in a variety of cants on the belt and inside the pants. Available in black and in four sizes, depending on the size of the semi-auto pistol the user wants to carry. SRP: $62.99.

The HexGrip IWB Pocket Holster is a comfortable concealed-carry holster with a non-slip exterior and a closed-cell foam interior that conforms to the shape of the firearm. The soft interior liner protects and reduces friction and wear on the firearm. The ambidextrous design is available in black for a variety of Glock models as well as selected short- and mediumlength barreled revolvers. SRP: $21.99.

The Angle Adjustable Belt Slide Holster allows for comfortable and secure belt-worn carry in an injection-molded, adjustable retention holster. Ride height and angle are fully adjustable. Available in black or coyote brown for Glock G17s, G19s, and G43s. SRP: $69.99 to $84.99.

Naughton says that retailers who sell these holsters should also tell the customer about another valuable SENTRY accessory. “No holster family is complete without a magazine pouch,” he says.

The Injection Molded Double Mag Pouch is made from durable injection-molded Polyform that features an adjustable angle belt clip, paddle, and spring tension. Available in black for 9mm/.40 mags. SRP: $32.99.

Naughton also notes that the company’s Hexmag carbonfiber AR15 magazines have been a big hit with retailers and customers. “Going from polymer to carbon fiber allowed us to construct a magazine that is 20 percent lighter, but three times stronger.” Booth #72605

(sentrytactical.COM)

 The Comfort Carry Inside the Pant/Tuckable Holster is covered with an anti-slip microfiber suede and features edge stitching for a casual look that is comfortable for all-day wear.

CHAD MENDES

GUEST APPEARANCE & SWEEPSTAKES JAN 19TH 9AM - 3PM

PELICAN + BARRETT

SHOT SHOW 2023 SWEEPSTAKES

PRIZE INCLUDES:

- Pelican 1755 Air Case - Barrett 18479 MRAD 338LM,26” Barrell, FDE - Nightforce ATACR 7-35x56 F1 Rifl escope - Nightforce Xtreme Duty™ Compact Magmount™, 1.5”, 0MOA - Barrett Cleaning Kit, Tool Kit & Bench Mat

BARRETT EXECUTIVE APPEARANCE JAN 18 - 3PM

NO PURCHASE NECESSARY. U.S. residents only, 21+. Void in AK, HI, PR, and where prohibited. Enter 1/17/23 - 1/18/23. Ends 1/18/23. Offi cial Rules available at entry location. Sponsor: Pelican Products, Inc., 23215 Early Ave., Torrance, CA 90505.

BRANCHING OUT

Federal expands its Punch line.

By Slaton L. White

Federal Ammunition has been a leading producer of law enforcement ammunition for more than 30 years. Drawing on that knowledge, the company set out to design a new self-defense load that would provide excellent overall performance from popular carry guns. The result of those efforts—Punch—hit the market in 2020.

Prior to the roll out of Punch, the manufacturer’s most effective defensive ammunition products were developed for duty use by the law enforcement community. For this market, manufacturers have to weigh several factors, such as complex barrier performance, that are less of a critical concern to users of personal-defense ammo. As a result, LE ammo tends to cost more.

“Many personal defenders think, ‘If it works for law enforcement, then it’s good for me,’” says Federal handgun ammunition product manager Chris Laack. “That is a great guideline, but such ammo may have added features not necessarily required for everyone’s daily carry.”

And those added features will drive up the retail price.

“We saw a need for a reliable, accurate, terminally effective option that doesn’t have to be the top-scoring product in duty-test procedures,” he says. “Concealed-carry permit holders, especially new shooters, need an uncomplicated answer to the question ‘What ammo do I need for selfdefense?’ Function, reliable ignition, barrier performance, terminal performance, ballistics, and other considerations are a lot to digest for most people, and even harder for a new shooter interested in self-defense. What consumers really need to know is whether the ammo they buy and load into their gun will function every time the trigger is pulled. They also want reassurance that the ammo will stop a threat as quickly as possible.”

During the development of Punch, the first Federal Premium-branded Personal Defense line that was not specifically designed for law enforcement, Federal’s engineering team set out to create a brand-new Federal Premium bullet that excelled in evaluations that were most relevant to typical selfdefense scenarios, primarily bare gel and heavy clothing rather than steel and auto glass. Since the goal was to create an effective self-defense load for the most common self-defense scenarios in mind, the product development and engineering teams focused on evaluating bullet designs that could provide superior performance while maintaining a specific pricing goal. Because the bullets weren’t specifically designed to perform in FBI protocol testing, Laack and his team spent time tuning each Punch load to meet the needs of the self-defense shooter— namely reliable expansion and enough penetration.

“We looked at specifications from our HydraShok Deep, HST, and other bullet designs and took what made sense for Punch,” says Laack. “We selected whatever elements worked best for each individual caliber. We then played with the