NEWS BRIEFS

NSSF and the U.S. Department of Veterans Affairs hosted a suicide prevention roundtable.

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Investing in Time and Space

NSSF Partners with Veterans Affairs on Suicide Prevention

by Jodi Stemler

P

utting time and space between a suicidal impulse and having access to lethal means can save a life. This was the reminder shared by National Shooting Sports Foundation (NSSF) president and CEO Joe Bartozzi and Dr. Matthew Miller, Executive Director for VA Suicide Prevention and acting Executive Director of PREVENTS, as they welcomed a group of about 40 to the first-ever Firearm Industry — Veterans Health Administration Suicide Prevention Roundtable.

The event, a partnership between NSSF and the U.S. Department of Veterans Affairs (VA), was hosted at the University of Colorado’s Anschutz Medical Campus in July and consisted of representatives from firearms manufacturers, suicide prevention organizations, health professionals, and regional and national VA staff.

Bartozzi noted that participants were investing their personal and professional time while also working together to give all Americans who may consider taking their own life a little more time. He reminded the audience, “The messenger matters; our industry can help bridge the gap between the suicide prevention community and gun owners to support secure storage while protecting the right to bear arms.”

About half of Americans who died by suicide in 2019 used a firearm, and suicide makes up nearly two-thirds of firearms-related deaths. Dr. Emmy Betz, professor of emergency medicine at CU Anschutz and the director of the Firearm Injury Prevention Initiative, noted that only 10 percent of individuals who survive a suicide attempt go on to die by suicide later in their life; however, almost 90 percent of people who use a firearm to attempt suicide die. This high lethality increases the need to increase more time and space to keep people safe during this high-risk period.

She recommended a community health approach and noted that, “Cultural change will take repeated messages from trusted messengers over time.”

In 2016, the NSSF launched a partnership with the American Foundation for Suicide Prevention (AFSP) and subsequently released a toolkit for ranges and retailers. In 2018, NSSF and the VA developed a formal partnership, and the meeting in Denver was designed to broaden industry’s participation to deliver suicide prevention education messaging to gun owners. One motivation for this increased education about warning signs and reaching out to persons who are struggling is that 69 percent of veteran suicides in 2019 involved a firearm.

“Suicide is preventable and not inevitable,” said Dr. Miller. “Veterans believe that firearms are important to them for readiness and safety. We need to respect that while at the same time increasing time and space in a suicidal crisis.”

A primary focus of the meeting was identifying ways to make it easy for people to secure their firearms, whether through lockboxes or safes or even out-of-home storage in times of immediate crisis. Hold My Guns is a non-profit organization with a mission to connect responsible firearms owners with voluntary firearms storage through a national network of partnering FFLs. Founder and executive director Sarah Joy Albrecht encouraged the VA to better understand the firearms community. “It’s important to come at this from a place of recognizing that firearm ownership is normal,” Albrecht said during a panel discussion. Participants also discussed viewing the firearm community as a protective factor, not a risk factor, and recognize the fact that no one in the industry wants something that they produced to be used in a way that it was not intended to be used.

Bill Brassard, senior director of communications for NSSF, has helped facilitate the relationship with the AFSP and VA and notes that the industry and partners are working collaboratively to develop many educational assets. NSSF recently launched a securestorage video featuring professional shooter, veteran, and mother Julie Golob. Walk the Talk America is partnering with companies to distribute informational brochures with gun sales offering free, anonymous mental-health screening tools. These tools and others—when carried by the right messenger who respects firearms ownership—can help make a difference for someone in crisis.

Representatives from Smith & Wesson, Ruger, Glock, and Magpul participated in the roundtable and noted that manufacturers and retailers would be able to help share messaging that was developed between NSSF and the VA and other suicide prevention organizations.

“No one can do everything, but everyone can do something,” Bartozzi concluded. “I don’t know a more connected or committed group than this industry, and together we are going to make a difference.”

(nssf.org)

NANUK Unveils Two New Firearms Cases

With more than 14 years of experience developing world-class protective cases for valuable gear, Canadian manufacturer NANUK knows something about protective cases for firearms. Recently, the company added two new firearm cases to their product line-up: the 988 4-Up Rifle Case and 910 Pistol Optic Ready Case.

The NANUK 988 4-Up Rifle Case and 910 Pistol Optic Ready Case are designed and built to provide firearms with the maximum level of protection in custom-made foam and protective cases. NANUK’s indestructible cases keep firearms and gear secure and safeguard them from the repeated drops and shocks that occur in the field.

“Both cases are specifically designed to meet different needs of competitive shooters, law enforcement officers, the military, and firearm enthusiasts,” said Dennis Piretra, NANUK’s vice president of marketing and commercial strategy. “We prioritized the requirements of professionals, including protection, fit, versatility, and security.”

The NANUK 988 4-Up Rifle Case is long and deep and can store up to four AR15 rifles at an overall length of up to 39.75 inches with different optics installed, including scopes, red dots, and everything in between. The case can be locked using the two integrated, reinforced eyelets using two NANUK TSA padlocks.

Key features for the NANUK 988 4-up rifle case include high-grade custom-cut closed-cell foam to specifically fit popular AR15 rifles, three soft-grip handles for easy carry and transport, two large and strong polyurethane wheels for easy mobility, and six PowerClaw latches to keep the case closed and sealed.

The NANUK 910 Pistol Optic Ready Case is designed for a single classic-style or Glock pistol with mounted optics and three single-stack magazines. The precision-cut foam fits a wide range of handguns, including many of the Gen4 Glocks; Springfield Armory XD series; Smith & Wesson M&P 9 M2.0; Sig Sauer P226, P227, P229, P320, and P36; Heckler & Koch VP9, VP9L, SFP9, SFP9L, and VP9 S; and Beretta APX, 92X, and M9A4. Compatible optic sights include the Trijicon RMR, SRO, and Reflex; Sig Sauer Romeo Series; Aimpoint Acro Series; and Leopold Delta Point Pro Series.

The NANUK 910 Pistol Optic Ready Case features high-quality closed-cell PEF foam for the base and soft cushioned foam for the lid for long-term performance and protection. The case can accommodate a pistol with a trigger lock installed, and the case can be locked using the two integrated, reinforced eyelets and NANUK TSA padlocks.

All NANUK cases are built with a shock-resistant NK-7 resin shell that’s waterproof, dustproof, impact resistant, and lightweight, with rounded corners, thick walls, and oversized details. Equipped with patented PowerClaw latches that use compressive force to clamp the lid tight, NANUK cases never open accidentally. And they’re backed with a lifetime warranty.

(nanuk.com)

ATTENTION TO DETAIL: THE KEY TO FINISHING AG COMPOSITES RIFLE STOCKS

The most successful college basketball coach of all time, UCLA’s John Wooden, once said, “It’s the little details that are vital. Little things make big things happen.” Such is the philosophy of AG Composites’ highly skilled stock finisher Blake Williams. His is an extremely difficult job that requires painstaking attention to detail, but the former U.S. Marine has taken the position to a whole new level.

“My job as the finish technician makes me responsible for preparing rifle stocks to be painted and/or camouflaged,” Williams says. “It’s a job that requires a high level of attention to detail. By using a variety of hand tools and approved filler materials, I first look at each stock we produce to identify any blemishes or cosmetic defects. My goal is to repair the defect in a way that it will not be visible and cannot be felt when the stock is completed. The finished stock is then inspected by the quality control team, who will either pass it or fail it. Should it fail, the technician and I will address the issues, fix them, and turn it back in to be inspected again.”

Williams has been with AG Composites for four years. “I love working here,” he says. “We have a great team that is dedicated to making the best quality stocks in the business. The owners take great care of the employees and the company itself.”

Williams has been a shooter since early childhood when he got his first .22. He became a much more avid firearm enthusiast while in the Marines. He became familiar with AG Composites through a fellow Marine when he was working for a local moving company and doing some firearm refinishing and custom work on the side.

“I have always believed in hiring great people, then giving them the freedom to do their job without micromanaging them,” says AG Composites owner Matt Tandy. “Blake is a huge asset to AG Composites. He is dedicated to his work, takes time during his day to teach employees, and is always thinking of ways to improve our product and process. While doing all this, he has fun and is a source of motivation. We are truly glad he is part of the AG team.”

(agcomposites.COM)

SOUTHWICK ASSOCIATES RELEASES NEW FIREARMS CONSUMER SEGMENTATION REPORT

U.S. firearms consumers come in many forms. To help businesses understand the distinct segments, or personas, that make up the U.S. firearms and accessories market, Southwick Associates has released a new report defining these personas. This report builds on recent persona research by explaining the process, or journey, consumers go through when first becoming aware of their need for a firearm all the way through their post-purchase experience.

“Selling to all firearms and accessories consumers using one-size-fits-all messaging and product design will minimize marketing success,” says Nancy Bacon, vice president at Southwick Associates. “Consumers’ motivations, and therefore their shopping and product preferences, vary widely, from recreational to selfdefense, to hunting and competitive shooting. Our new report defines each distinct firearm consumer segment and explains how to best connect with and serve each of these unique personas.”

The new 120-page report, presented in an easy-toread graphics-based format, is available now. The study covers all U.S. firearm buyers from 2015 through 2020, with a special survey conducted in 2021 to ensure the “COVID bump” consumer is represented. Consumers are segmented based on their motivations to own a firearm. For each of the five personas (Skills Builder, Hunter, Family Guardian, Urban Defender, and Prepared for the Worst), the report describes their demographics, how they describe themselves, motivations for purchasing, details of each phase along their purchase journey (Awareness, Research, Purchase, Post-Purchase), products purchased, and much more.

“There are many differences between firearm owners, so it’s important for companies to not treat every customer the same,” Bacon says. “For example, in the Awareness Phase, the Urban Defender is more likely to build interest in purchasing a firearm through sales or promotions while the Family Guardian is more likely to build interest through social media. Similarly, brand reputation is important to the Skills Builder throughout the purchase journey, whereas the Urban Defender is less likely to consider brand reputation in their purchase journey.”

The new consumer segmentation and purchases report is available for $3,500. To purchase a report, contact Lee Davis-Clark (Lee@southwickassociates. com) or Nancy Bacon (Nancy@southwickassociates. com). Custom research into specific market niches is also available, as are reports identifying top brands, sales by retail channel, market size, and more. Southwick Associates is a market research and economics firm specializing in the hunting, shooting, sportfishing, and outdoor recreation markets. For more than 30 years, Southwick Associates has established a proven reputation for delivering comprehensive insights and statistics assisting business and strategic decisions across the entire outdoor industry— from government agencies, industry associations, and non-profit organizations to affiliated businesses and manufacturers. In addition to custom market research, Southwick Associates also provides syndicated participation, media consumption, and equipment-purchase tracking studies utilizing their propri-

etary sportsmen panels. (southwickassociates.com)

Ultimate Performance

Federal’s Terminal Ascent is a new addition to its line of high-performing ammo. But it’s genesis goes back nearly 40 years.

Since hitting the scene, Federal Premium Terminal Ascent has reigned as the world’s best all-range hunting bullet—a projectile that does what once seemed impossible, providing match-grade accuracy, consistent expansion at extreme long-range, and high-weight retention and deep penetration at any distance.

But its story didn’t actually begin with its introduction in 2020. Rather, Terminal Ascent is the result of a pedigree that goes back decades, the progeny of landmark Federal bullets that came before it.

IT BEGAN WITH A BUFFALO

In the early 1980s, entrepreneur Jack Carter headed to Africa and tangled with a seemingly immortal Cape buffalo. The animal withstood seven hits with conventional cup-and-core bullets fired from a .375 H&H. Still standing, it took another several hits from a .458 Win. Mag. before finally succumbing.

The ordeal made a profound impression on Carter. Back home, he went to work on a tougher, deep-penetrating expanding bullet design. His creation, proved in action a few years later when he returned to Africa in 1988, featured a rear half made of pure copper and a lead-filled cavity in the front half.

The bonded lead frontal core ensured immediate expansion. Because of the bonding, it couldn’t separate from the copper shank; as a result, weight retention averaged 90 percent or more. Combined with the all-metal shank, these features meant the aptly named “Bear Claw” couldn’t fragment, couldn’t pancake on impact, and always drove deep. Purchased not long after by Federal, the design went on to become one of the best dangerous-game projectiles of all time.

THE EVOLUTION CONTINUES

In the years that followed came another breakthrough that built on the Trophy Bonded Bear Claw concept: Trophy Bonded Tip, a superb polymer-tipped bullet that performs in stellar fashion on impact. Available in a vast spectrum of big-game cartridges, the Trophy Bonded Tip is one of history’s all-time great hunting bullets. However, by modern standards, it’s not extremely aerodynamic. This fact became impossible to ignore as times changed and extended-range hunting became popular, creating a whole new class of shooters who craved higher ballistic coefficients.

Federal engineers responded in kind, streamlining the Trophy Bonded Tip to push its ballistic coefficient to an industry high for a hunting bullet. They changed the nickel coat from natural silver to black, and introduced it as the Edge TLR. As an initial foray into the long-range world, it was good, but not perfect.

THE FINAL LEAP

Although Edge TLR’s accuracy spec hit one minute of angle (MOA), far-shooting hunters still wanted more. Federal’s R&D wizards massaged and finessed the Edge TLR, and in 2020, the result was finally ready: Terminal Ascent, a descendant of the Trophy Bonded Bear Claw that posted 10-shot groups of .6 MOA or less in factory test tunnels. Computer engineering and Doppler testing perfected the Terminal Ascent’s profile, resulting in excellent ballistic coefficients and match-grade accuracy. Grooves around the shank and nickel plating reduce chamber pressure and enable greater speed. Terminal Ascent maintains the solid metal shank and bonded lead frontal core that made Carter’s original bullet such a success while a cutting-edge composite tip aids aerodynamics and resists erosion from in-flight air friction and heat.

Although traditional cartridge favorites such as the .270 Win. and .30-06 Sprg. occupy the Terminal Ascent realm, the line is really focused on top-performing modern cartridges such as the 6.5 PRC, .280 Ackley Improved, and others. Designed for ultimate performance, Terminal Ascent delivers flawless execution. But that’s to be expected. After all, look at its pedigree.

(federalpremium.com)

The 555 Sporting Model Joins the Stevens Line

Stevens Shotguns has added yet another quality addition to its lineup of over-under shotguns with the introduction of the 12-gauge 555 Sporting model. With new, added features, the 555 Sporting is designed specifically with the sporting clays and trap shooter in mind. “The 555 over-under shotguns come in at an affordable price point, but maintain the quality and usability that is associated with the Stevens line of shotguns,” says Jessica Treglia, senior brand manager for Savage Arms. “The 555 Sporting model further adds to this unparalleled line of over-under shotguns with a diverse set of features ideal for the competitive shooter.”

The lightweight aluminum alloy receiver on the 555 Sporting is scaled to gauge and incorporates a steel insert that reinforces the breech, minimizing weight and maximizing strength. Added features, such as a raised ventilated rib with mid-bead and front fiber-optic sight, give shooters a competitive advantage. In addition, Treglia says the adjustable cheek riser accommodates any shooter at a price that’s unmatched among comparable models.

Other features include 3-inch chambers, Turkish walnut stock and forend with adjustable comb height and a 14.5-inch length of pull, 30-inch ported barrels for recoil reduction, a single selective mechanical trigger, tang-mounted safety, and manual extractor. The gun comes with five extended chokes (F, IM, M, IC, and C). SRP: $991.

 The Stevens 555 Sporting over-under shotgun line has been designed specifically for sporting clays and trap shooters.

(savagearms.com)

5.11 RECEIVES INNOVATION AWARD

5.11 Tactical, the global innovator of purpose-built apparel, footwear, and gear, was recently announced as the winner of the 2022 Innovation Award in the footwear category for its A/T 8-inch HD boot from the Network American Association of Uniform Manufacturers & Distributors (NAUMD).

NAUMD is a non-profit global network of companies that outfit hundreds of millions of workers around the world. Its annual Innovation Awards recognize unique designs, advanced technology, and excellence within the public safety uniform, image apparel, and workwear industry. 5.11 won the footwear category for the boot’s ability to distribute weight, improve stability, and return energy to provide all-day performance while also offering protection from heat and the sun. The A/T 8-inch HD boot features the brand’s patented A.T.L.A.S. (All Terrain Load Assistance System) Technology—an advanced footwear system designed to offer enhanced support, optimal performance, and maximum comfort. In addition, the boot features a heat-reflective strobel sock, which reflects heat from pavement and concrete away from the foot, while a new infrared-refracting leather drops surface temperature, providing a cooler and more comfortable wearing experience.

“Our product team puts a strong emphasis on leading with innovation and advanced technology to create the best products possible for our end users,” says Brendan Rynne, footwear senior category manager, for 5.11. “We are honored to receive this award as a testament to our many hours of work and dedication to creating the A/T 8-inch HD boot.”

Additional key features that help accomplish the boot’s overall superior functionality are the A.T.L.A.S. Plate for support and weight distribution, Ortholite Comfort Foam Footbed for allday comfort, an Echo-Lite Foam EVA/outsole for energy return with each step, Force Form for high-impact protection, an aggressive and high-traction ASTM outsole for improved traction, and TPU welding. The boot also has a perforated tongue that creates added breathability and airflow.

(5.11.COM)

Christensen Arms Hires Jeremy Rosenberg as Sr. VP, Sales

Christensen Arms, a manufacturer of state-of-the-art precision firearms and custom carbon-fiber barrels, has hired Jeremy Rosenberg as senior vice president of sales. In his role, Rosenberg will be responsible for all sales activities, including management of the sales team and the national accounts managers. He will report directly to CEO Jason Christensen.

“Jeremy has an outstanding and proven track record in outdoor industry sales with experience in both Fortune 500 and startup companies,” said Christensen. “He has lead sales for some of the industry’s most iconic brands, and we could not be more pleased to have him taking the lead as senior vice president of sales.”

Rosenberg’s outdoor industry career began in 2007 as product marketing manager for Surefire. There, he worked with the director of product management and learned to define and execute all aspects of the go-tomarket strategy for all new products. He then climbed the ranks as regional sales manager, national accounts manager, national sales manager and then, in 2014, director of commercial sales. In 2015, Rosenberg left to assume the role of vice president of sales for Springfield Armory. In 2019, Rosenberg returned to Surefire as the vice president of sales and marketing. While there, he drove sales across all product lines for the U.S. and international commercial and law enforcement sales channels.

“Christensen Arms provides some of the industry’s most technologically advanced firearms on the market,” Rosenberg said. “I’m excited to use my skills and leadership to help increase the sales growth for this super-premium brand. As an outdoor enthusiast and sportsman, I’ll be right at home with Christensen Arms.”

(christensenarms.com)

Springfield Armory Announces Exclusive Two-Tone Stainless Hellcat and Hellcat OSP Pistols

Springfield Armory has released twotone stainless-steel Hellcat and Hellcat OSP micro 9mm pistols, exclusive variants developed specifically for sale by distributor Sports South. The Hellcat and Hellcat OSP (Optical Sight Pistol) have proven themselves to be class-leading concealed-carry options. The three-inch barreled micro compact pistols feature an impressive capacity of 11+1 with their patented magazine (13+1 with the included extended mag). Both offerings ship with one 11-round magazine with pinky extension and optional flush-fitting floorplate as well as the 13-round extended magazine.

In addition, the OSP version features a removable cover plate that allows direct mounting of a micro red dot in the Springfield Micro footprint for the lowest possible profile. This allows for co-witnessing with the pistol’s U-Dot sight system, made up of a high-visibility tritium and luminescent front sight paired with a tactical rack U-notch rear. The U-Dot sights are offered on both the OSP and standard model.

“These new Sports South exclusive Hellcats in stainless steel take everything that made the original Hellcat great and add an eye-catching two-tone look,” says Phil Rawlings, vice president of sales and LE for Springfield Armory. “These new Hellcat and Hellcat OSP pistols from Sports South make a great option for CCW and self-defense.”

Combining exceptional style with the proven performance of these micro 9mm pistols, the Sports South exclusive Stainless Hellcats definitely deserve a close look for EDC. SRP: $614-$649.

(springfield-armory.COM)