SAMSON LAUNCHES EXECUTIVE GEAR LINE, FEATURING THEIR EXECUTIVE SHOTGUN
The science behind a new breed of barrels
For firearms manufacturers, thermal management, durability, and weight are crucial factors in overall barrel performance. Composite Heat Release technology uses a patent-pending combination of ceramic and carbon fiber reinforced composite materials, which are custom formulated and applied to manufacturer-supplied barrel blanks. The end result: barrels that weigh less, heat slower, and cool faster than traditional steel or carbon-wrapped steel barrels.
At Avient, we don’t make barrels, we make your barrels better.
Curious about Composite Heat Release? Find out more at avient.com/shooting-sports or call 1.844.4AVIENT.
manufacturersupplied steel bore
This issue’s cover brought to you by:
For over 30 years, Samson Manufacturing has been trusted by those who demand rugged, reliable firearms accessories. From LEO/military to outdoor enthusiasts, their products are designed to perform and built to last. Samson takes pride in blending innovation, durability, and craftsmanship to create products that enhance your experience in the field, at the range, or on the job.
In 2025, Samson is taking it up a notch — pairing their reputable durability with refined style to create a new product line that’s built for those who value performance and aesthetics. Samson’s new collection delivers tools and accessories that don’t compromise on either.
WELCOME SAMSON EXECUTIVE GEAR
CUSTOMIZABLE METAL WALLET: Tough, tactical, and tailored. This isn’t your run of the mill wallet — customizable side panels in materials like African Blackwood make it a one-of-a-kind piece for those who like their gear to be as unique as they are. Limited edition artisan panels are released with select collections, making each wallet a collector’s item with true personality.
KNIVES: Made in partnership with Hogue ®, built for pros and outdoor enthusiasts, these blades combine precision with strength, whether you’re on the job or out in the wild.
LEATHER GOODS: Our Italian leather pieces are built to stand up to the toughest demands. From wallet folios to shotgun shell belts, each piece is made for those who appreciate high-quality gear that will only get better with age
PEN: Heavy-duty yet sleek, this pen is as much a statement as it is a tool. Perfectly balanced and built to last, it’s designed for those who know that details matter — on the page and in the field.
SHOTGUN: The Samson Executive Shotgun merges tradition with modern innovation. It’s a powerhouse designed for precision, perfect for those who don’t compromise. Available in 12, 20 and 28 gauge.
The Samson Executive Gear collection isn’t just about looking sharp — it’s about bringing together durability and refined design for professionals who take pride in every tool they carry.
QUALITY GUARANTEED | MADE IN NEW HAMPSHIRE | 30 YEARS OF STRENGTH THROUGH INNOVATION
Samson Manufacturing is the premier manufacturer of firearms parts and accessories, helping customers find solutions to their needs. Specializing in the AR-15, HK, Kalashnikov and other MSR enhancements, Samson offers free-floating handguards, optic and magnifier mounts, fixed and folding rifle sights and more. Delivering quality and value to the commercial, military, law enforcement and OEM markets since 1994.
PCP SO EASY IT SELLS ITSELF
CONVENIENT HIGH PRESSURE
3,600 PSI
• PCP-style power in a recyclable cartridge
• Stable in hot & cold temperatures
• Can be stored in gun long term
• Recurring sales with NitroAir
LEARN MORE AT
BOOTH #12472
Handle With Care
Estate sales are an inevitable part of the retail life, and compassion is a vital component.
Mi les Hall has written The Simple Truth, which you’ll find on the last page of SHOT Business , for three years now. W hen we sat down to discuss this column back in late 2021, I was looking for an experienced retailer who could deliver pithy selling tips for our readers. Miles had something else in mind.
H e wanted to go bigger. He believes that being a shooting sports retailer is a high calling, one that requires dealers to be leaders in their communities. That means leading by example. He also
dismissed my original title for the column as “too small,” and proposed “The Simple Truth.” I wasn’t sure about it at first, but since the first column I’ve been totally on board—to the point where I believe it’s a unique product, one with a simple selling point: act with honor. This month’s installment is a perfect case in point. Estate sales can be painful affairs for a grieving family, and all too often these families can be taken advantage of. They usually do not
know the true value of a sportsman’s collection, and in their sorrow, end up unloading the lot for far less than it is worth.
W hen Miles handled such sales, he made sure that the family received a fair return. But there was more. Through his care and concern the family learned that this customer was more than an ATM for his store; he was a valued member of the store’s community. As Miles notes, creating that customer connection establishes a bond of trust. “This should, and can be, a long-term connection, a connection that sometimes extends past death.”
The column deeply resonated with me, as it brought to mind how my mother disposed of my father’s enormous collection of books and records after his death. I knew this collection had real value, but like any lifelong assembly, it would take time to sort the gold from the dross. I was trying to set up a system to do just that when she told me she had sold the entire collection “lock, stock, and barrel” to a second hand shop that specialized in such sales. I didn’t even ask what that dealer paid her for the collection, but I knew she didn’t get anywhere near what that collection was worth.
S he moved quickly, out of deep grief, to get on with her life. This is at the heart of what Miles is saying; as a dealer faced with such situations you need to act with compassion. Certainly, doing so will be profitable to you. That’s expected, but it’s how you do it that matters.
A s he sums up: “The Simple Truth is that the long-term connection you have built with a guest goes beyond this earthly life. As a respected leader in your store and in the industry seeing beyond today is the best and most profitable path.”
Slaton L. White, Editor
EDITORIAL & CREATIVE
EDITOR w SLATON L. WHITE
GROUP MANAGING EDITOR w HILARY DYER
ART DIRECTOR w TOD MOLINA
ADVERTISING
SALES TEAM w DON HARRIS w TOBY SHAW w BRAD BISNETTE
COLE PUBLISHING ADMINISTRATION
PRESIDENT, COLE PUBLISHING w JEFF BRUSS PRESIDENT, GRAND VIEW OUTDOORS w DERRICK NAWROCKI
NSSF ADMINISTRATION
PRESIDENT & CEO w JOSEPH H. BARTOZZI
SENIOR VICE PRESIDENT & CCO w CHRIS DOLNACK
VICE PRESIDENT, MARKETING w BILL DUNN
SENIOR VICE PRESIDENT FOR GOVERNMENT & PUBLIC AFFAIRS, ASSISTANT SECRETARY & GENERAL COUNSEL w LAWRENCE G. KEANE
VICE PRESIDENT, HUMAN RESOURCES & ADMINISTRATION w DEB KENNEY
VICE PRESIDENT & CFO w JOHN SMITH
MANAGING DIRECTOR, MEMBER SERVICES w JOHN MCNAMARA
SHOT BUSINESS (ISSN 1081-8618, USPS 25801) is published bimonthly by COLE Publishing, 415 E Wall St, Eagle River, WI 54521. Periodicals postage is paid at Eagle River, WI.
POSTMASTER: Send address changes to SHOT BUSINESS, PO Box 2707, Eagle River, WI 54521.
All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Periodicals postage pending at Eagle River, WI 54521 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.
Celerant Technology, a preferred retail software provider for the National Shooting Sports Foundation (NSSF), recently announced the expansion of its partnership with ANT USA, the industry leader in merchandise planning, sales for ecasting, and Open To Buy (OTB) solutions for traditional retailers as well as eCommerce and multichannel
enterprises. The new functionality enables independent FFL retailers to plan sales and manage purchasing budgets. The OTB software is user-friendly and straightforward to navigate. The flexibility of the RetailOptia software reflects the partnership between Celerant and ANT USA, both aiming to provide retail technology solutions designed to facilitate the growth of FFL dealer businesses.
The newest offering from ANT USA, RetailOptia OTB, is designed as a DIY OTB solution for small-tomedium dealers to access professional-grade tools and key performance indicators. The software facilitates the planning of sales, margins, inventory, and historical performance analysis. With RetailOptia OTB, retailers can quickly develop buying guardrails, forecast category, and store sales in their business, from brick-and-mortar locations to the eCommerce landscape.
“I am excited to expand the relationship we have long enjoyed with Celerant to the small-to-medium
business market,” says Dmitry Goykhman, founder and president of ANT USA. “Our partnership with Celerant has always focused on the growth of big and small retail enterprises. Now that RetailOptia can rely on a factory-built data interface to Celerant’s Cumulus and Stratus solutions, more retailers will have access to tools built for maximizing revenue, improving inventory performance, and preventing overbuying.”
Cumulus Retail is a cost-effective software as a service solution for small-to-medium retailers. Stratus Enterprise is a comprehensive solution with advanced and custom functionality.
The new integration enhances OTB updates with historical actuals and product taxonomies across a single FFL store or multiple locations and channels. Tools for sales planning, stock targets, and accessing data on margins, cash flow, inventory risks, and buying discipline help streamline merchandise planning. RetailOptia operates on a subscription plan as a prac-
tical addition to Celerant’s retail software. It can be used both in the office and on the go, working seamlessly with Celerant’s hybrid point-of-sale system.
“Our partnership with ANT USA strengthens our commitment to providing retailers with tools that increase sales and streamline merchandise planning,” says Ian Goldman, president and CEO of Celerant Technology. “With the new integration of RetailOptia, retailers will not need to execute additional tasks in their planning. Merchandise data flows seamlessly through the system every day, constantly updating as it processes and saving time on manually manipulating the information. This collaboration helps better position smaller-to-medium retailers to be more competitive against the big-box competitors. Because we already offer their Pro-Grade software, adding an affordable option that more retailers can use is a welcome addition to the toolbox we already offer our retailers, no matter their size.”
(celerant.com/ANTUSA)
Garmont Expands Law Enforcement Product Line
Garmont Tactical, a footwear company known for its military and tactical boots, intends to expand its law enforcement focus. In 2025, Garmont will release two new styles, one for men and one for women, that leverage the comfort and durability of the iconic T8 collection and incorporate features and technologies that meet the specific needs of police, EMS, and other law enforcement professionals. The T8 Athena LE will be available in
March 2025, and the T8 Defense LE will be available in May 2025.
“Closing out a successful year in the North American market, we look to continue the positive momentum moving into 2025,” says Kyle Ferdyn, sales manager at Garmont Tactical.
“Building off of our product knowledge from our military footwear experience, we will leverage existing and new technologies to develop boots specific to law enforcement, a market that the brand plans to remain dedicated to as we develop new products.”
Garmont’s T8 collection consists of multiterrain tactical boots with exceptional comfort and protection under a heavy load and in demanding field conditions across varied terrain from mud-soaked trails to arid desert sands, steep slopes, and sheer rock face. The T8 collection has evolved into a top choice for military personnel.
Developed for women working in the law enforcement field, the T8 Athena LE boot is a breathable, lightweight, flexible boot that features a dedicated women’s last with a narrow heel, shorter Achilles area, and increased arch support for a higher instep. A dual-density EVA provides shock absorption and differentiates support zones. The 8-inch weather-resistant textile upper provides a polishable surface while offering unparalleled durability and protection. This boot also is outfitted with Garmont’s proprietary GTF Diamonte outsole with multidirectional lugs for stability and traction as well as a targeted climbing zone with a grippy toe and rear lugs. Zama alloy eyelets provide a safe and reliable lacing closure system. Sizing includes women’s U.S. 4-11, and the boot is offered in both regular and wide widths. Also available in Coyote Tan. SRP: $155.
“Our brand’s mission for 2025 is to focus on a piece of the industry that has not had enough support. The percentage of women in law enforcement continues to grow, with industry initiatives to increase the overall percentage to 30 percent by 2030. After a successful launch of our boot designed specifically for women in the military, it was clear that the next step should be the same effort for the women of law enforcement,” says Ferdyn.
Garmont will also introduce the T8 Defense LE, a premium boot design for unparalleled protection and confidence in every step. The T8 Defense is well suited for long-duration activities, on all types of terrain, especially in difficult field conditions, when support and protection are critical. With protection in mind, this boot features a polishable, breathable, and durable 8-inch textile upper, combined with a protective membrane incorporated into the insoles, tongue, and ankle area to reduce impacts. The Vibram Atlas outsole with multi-directional lugs as well as grippy Vortex toe and rear lugs ensure stability and traction across a variety of dry and
wet surfaces. Zama alloy eyelets provide a safe and reliable full length lacing closure system. Sizing includes men’s U.S. 4-14, and the boot is offered in both regular and wide widths. Also available in Coyote Tan. SRP: $199. (garmonttactical.com)
T8 Athena LE
T8 Defense LE
SITTING IN COMFORT
Waiting for a dove flight to start can be a painful exercise, if your seat of choice is a hardplastic cooler. But Alps Outdoorz, known for its line of innovative products, can take that pain away. The Browning Outfitter Chair, made under license from Browning, provides hunters with a comfortable way to sit in a dove field. Welcome features include a seat, constructed of a durable TechMesh material, that is 18 inches wide and 15 inches deep. Leg heights adjust independently to compensate for uneven terrain. In addition, the chair can swivel 360 degrees. A durable powder-coated lightweight steel frame and removable shoulder stra p make it easy to carry into the field. Chair height can be adjusted to between 17.5 and 25 inches, and the chair has a weight rating of 300 pounds. SRP: $119.99.
(alpsoutdoorz.com)
REAL AVID INTRODUCES “STORE WITHIN A STORE” CONCEPT
Real Avid, the leader in DIY for Guns, recently announced the company’s latest merchandising concept—billed as a “store within a store”—debuted in the new Tulsa Scheels location last fall. This is the first Scheels location in Oklahoma and will feature 75 specialty shops within the 240,000-square-foot retail space.
In acknowledgement of Real Avid’s leading position in the firearms cleaning, maintenance, and DIY segment, Tulsa Scheels will host the newest Real Avid merchandising concept in the store’s firearms section. This will include over 30 feet of display space, plus Real Avid branded tables and fixtures containing a full range of Real Avid products—from basic gun cleaning kits and chemicals to the many specialty tools and equipment that has made Real Avid the go-to source for do-it-yourself firearms enthusiasts.
“Our goal for this new merchandising approach is to help our valued retail partners give their customers a hassle-free, informative, and convenient experience when purchasing their essential firearm support tools and materials,” says Tom Knudtson, Real Avid’s vice president of sales. “It can be somewhat confusing for customers to search through a large pegboard display to find the right combination of tools they need to keep their guns in top condition. By consolidating everything into one brandfocused area, sales assistants and their customers can easily find what they need and discover products they might otherwise miss in a typical pegboard environment.
“We appreciate Tulsa Scheels taking the lead in being the first retailer to adopt our ‘store within a store’ concept, and we congratulate them on opening what will surely be a standout service center for shooters and outdoors enthusiasts in the greater Tulsa area.” (realavid.com)
Aiming for Excellence
At Riton Optics the goal is to solve the problem the customer doesn’t even know about yet.
Director, Riton Optics
For more than a decade Riton Optics, now based in Tucson, Arizona, has committed itself to offering its customers rugged and dependable riflescopes, red dots, binoculars, and spotting scopes. The company also manufactures a variety of mounting solutions along with accessories such as a bino harness. SHOT Business Editor Slaton L. White recently sat down with new marketing director Trent Marsh to take the pulse of the company.
SHOT Business: You said when you became marketing director at Riton that “our mission is not just about selling products; it’s about crafting an experience for our community of outdoor enthusiasts. Together, we aim for excellence, weaving a tapestry of brand messaging that resonates, fosters camaraderie, and propels us to new heights in the industry.” How is the company accomplishing this mission?
Trent Marsh: The first step is in understanding your customers and their pursuits. This is where it can be tough for an optics company compared to some other products, because so many of the products have multiple ways of being used by the customer. I know how a camo jacket will be used. I know how a bullet will be used. I can make multiple, valid, very different use cases for the exact same optic. With that in mind, we had to take a hard look at how the product had been positioned previously, and how we wanted to help our customers answer their optics questions. We’re sort of in phase one of that right now. Examining the brand and products and making sure we are marketing them thoughtfully and providing the resources and information our customers need to make the right choice. As we continue that process, and refine it, it’s about getting more granular, and drilling down even further on how we can support the market with products and content that help make their life easier. If you can do that, you’re in a great position to help people beyond just selling them something and moving on.
SB: As technology continues to impact the design of the various optics Riton offers, how do your product designers keep up? How do these changes affect your marketing strategies?
TM: That’s always the challenge, isn’t it? I give a lot of credit to our product team, led by Chris Varas, for making sure our products meet the standards we want to establish for the Riton brand. It’s a lot of research, a lot of trial and error, and a lot of examination of problems that aren’t being flagged yet. The goal is always to solve the problem the customer doesn’t even know about yet. Otherwise, you’re starting behind the curve. Chris is a user of the product. So am I. So are the vast majority of our team members. That by itself doesn’t mean much, but when you factor in the collaborative environment we’ve created, and the fact that anyone in the company can ask those questions and present ideas to start a development loop, you end up with a process that brings the best answers to the table. That
hasn’t always been the case at other places I’ve been, and I’ve spoken to a number of friends and colleagues over the years where that isn’t the case. We value the voice of the consumer and the user, and that drives the design process. Then, from a marketing standpoint, my job is easy right? Anytime you are solving a problem, you just have to let people know. There isn’t a lot of difficult marketing involved in letting people know you’ve made something easier, more reliable, or more affordable. You just have to let them know it’s available. That’s a fun position to be in from a marketing standpoint.
SB: There’s been a big focus this year on the Primal family of products. Is this marking a change for the Riton brand moving away from the tactical or long-range markets?
TM: It’s absolutely not a move away from those core markets. The tactical and precision space is really where Riton made its mark early in its life. The Primal focus for this year is about growing our brand, not repositioning it. Optics use is tough to be narrow about. A scope one person would use for long-range precision shooting might be the scope another person uses for hunting, so marketing is tricky. It’s tough to be everything to everyone. The roots of Riton are strong in that tactical and precision world. We’ve learned a lot about how to make and deliver really strong, effective product to a very demanding category of shooter. Hunters are demanding, too. We just haven’t focused on awareness with that audience as much as we probably should have in the past. So, as we develop some products that speak directly to hunters, and we go out and market to them and tell our story, we think we bring a lot of value and credibility to the space. That said, we also relaunched all of our pistol dot lineup in the last 12 months or so. We aren’t walking away from tactical or EDC audiences at all. We’re just building a larger brand umbrella to work from. (ritonoptics.com)
Tactix ARD and 3 Tactix 3X Magnifier are a formidable combo, and available at retail for less than $400.
SAFARILAND ANNOUNCES NEW FITS FOR THE INCOG X IWB HOLSTER
The popular Incog X IWB holster now accommodates Glock pistols with large lights. This new addition further expands the versatility and functionality of the Incog X, making it even more accessible for concealed carry enthusiasts. This ergonomic, RDS-compatible, multipositional holster—a collaboration between Haley Strategic Partners and Safariland—allows users to achieve the perfect fit and comfort for their specific needs.
“The expansion of Incog X fits to accommodate pistols equipped with large lights allows us to meet the needs of even more concealed carry enthusiasts,” says Eric Gasvoda, vice president and general manager of duty gear for Safariland. “The introduction of large light fits for Glock handguns is the first in the Incog X large light line with additional f its for Sig Sauer and Stacatto anticipated to release soon.”
The Incog X features an improved clip strut design, combining functionality and customized concealment shims. These shims are available in three sizes: 1⁄ 8 inch, 1 4 inch, and 3 8 inch. You can insert or remove them effortlessly without needing any tools. Other key fea tures include micro and full-size red-dot compatibility, microfiber suede-wr a pped Boltaron body, optional magazine caddy with tension adjustment, and passive trigger guard and ejection port retention. (safariland.com)
Nocpix Debuts New Models
By now most dealers who sell thermal and night-vision optics are well aware of iRayUsa, distributors for InfiRay Outdoors products. Now, the company just added another arrow to its quiver—Nocpix.
“While the name, logo, and some of the features may be new, Nocpix is born out of years of research, development, and experience in building thermal optics for hunters and outdoorsmen,” says Pliny Gale, iRayUsa’s marketing and communications manager. “Our manufacturing and technology development comes from the world’s leading microbolometer (thermal sensor) fabricator. We’ve paired this strong history of success with a fresh look at the available options in the thermal industry. This brand represents a launch of nextgeneration thermal devices with a unified goal: to provide the best image quality and consistently positive user experience. This idea can be noticed throughout the product line—image quality and user experience come above all else. We support this mission through our research and development, field testing, and countless hours behind the lens.”
Gale notes the company’s commitment to creating the best-possible image not only requires the highest-quality components (thermal sensors, lenses, displays, etc.), but also the intentional programming and optimization of these pieces to achieve a powerful synergy. “We do this through several innovative technologies, all working together,” he says. “We thrive on the delicate balance of pushing complex technological boundaries while delivering products that intentionally feel simple and intuitive to use.”
The initial Nocpix launch consists of four products: ACE, LUMI, SLIM, and VISTA.
The ACE is built around the idea of combining leading user-requested features in a streamlined optic that balances advanced capability with ease of use in the field. Designed to feel like a traditional day optic, the ACE is compatible with bolt-action or semi-automatic rifles using standard 30mm mounts and rings. The combination of an internal USB-C charging battery and a removable 18650-style rechargeable battery allows users to hot-swap batteries in the field to run indefinitely. A 1-3X ocular magnifier provides optical magnification of the 2560×2560 round AMOLED display inside the eyepiece. The Vision+ system pairs this highresolution display with a 15 mK NETD sensor for an incredibly detailed and precise image. The 1,300-yard-capable laser rangefinder on the ACE is integrated directly into the 50mm germanium objective lens. In addition to streamlining the body design and reducing bulk, this allows for improved horizontal alignment of the infrared laser with the viewing system. SRP: $6,050.
LUMI brings the power of thermal observation devices to a compact and user-friendly form for hunters on the go. The all-new LUMI series of handheld thermal monoculars features a high-quality thermal sensor, available in 384x288 (L35) or 640x512 (H35), paired with a 1024x768 AMOLED display. Available models offer either a 2.5X base magnification (H35) for a wider field of view, or a 4X base magnification (L35) for identifying targets at greater distances.
An advanced Reality+ image-processing algorithm and a ≤18 mK NETD (thermal sensitivity) rating provide sharp, high-contrast images. Powering the LUMI is simple and affordable using common interchangeable 18650-style batteries. As a powerful tool for scouting and scanning, LUMI was designed to be as compact and ergonomic as possible while still offering impressive image detail and clarity. LUMI weighs 12 ounces and easily fits in the palm of the hand, a pocket, or the included MOLLE-compatible case. SRP: $1,900, L35; $2,450, H35.
The new SLIM series provides the best value and features in a compact optic. Focused on versatility and ease of use, SLIM models can be used as either a handheld monocular or a weapon sight. With the included proprietary quick-detach mounting system a hunter can quickly scan and then re-attach the optic to the rifle while maintaining zero. A magnesium alloy body and quiet, soft-touch buttons provide excellent ergonomics in both handheld and firearm-mounted configurations. The included IRB-2 batteries (flay-top 18650-style cell) are easy to swap–letting you stay out longer with the ability to charge through the optic using a magnetic cable. Generous eye relief and a 1024×768 AMOLED display provide a comfortable and highly detailed viewing and hunting experience. SRP: $2,450, L35; $3,300, H35.
The VISTA handheld thermal monocular features an advanced 50mm f/0.9 germanium objective lens, offering exceptional clarity and detail. Equipped with a high-resolution 640x512 thermal sensor and an impressive ≤15 mK NETD sensitivity rating, the lightweight and ergonomic monocular delivers crystal-clear images with remarkable detail and contrast, making it perfect for wildlife observation and security applications. The lens-integrated laser rangefinder enhances its functionality, boasting a maximum detection range of 1,200 yards with a remarkable sensitivity of ±1 yard. Its ergonomic design ensures comfortable handling while the intuitive interface allows for seamless operation. Perfect for long-range observation, the VISTA includes electronic image stabilization for a smooth, sharp image on the 2560×2560 round AMOLED display. Whether you’re scanning for coyotes or conducting night-time surveillance, this is your go-to tool for unparalleled thermal imaging performance. SRP: $3,850.
As a global brand, Nocpix provides premium thermal optics through partners around the world. In the United States, Nocpix optics are distributed and supported by iRayUSA in Lewisville, Texas. This support includes a powerful five-year warranty with a five-day turn around guarantee. (irayusa.com)
MISSION CRITICAL PRECISION. EVERY SINGLE TIME.
Constant Engagement
The team at XS Sights constantly engages with its customer base in order to stay aligned with their evolving needs.
Kellie Brunn is the co-owner of XS Sights, a second-generation, women-owned business in Fort Worth, Texas. She returned to Texas in 2016 after a successful 15-year career at Eaton Corporation’s electrical division in North Carolina. With her leadership, XS Sights has seen significant growth and continues to thrive by staying true to its mission of empowering the “good guy” with functional weapons upgrades. The company is well known for products such as the DXT2 Big Dot, which showcases their purpose-driven designs and manufacturing expertise. Brunn holds an MBA from Wake Forest University and remains active in community initiatives such as volunteering with Meals on Wheels.
SHOT Business: What do you see as the biggest challenges facing the industry in the next five years?
Kellie Brunn: While supply chain issues are a global concern, we source American-made whenever possible and carry deep raw-material inventories. This, coupled with our ability to take product from bar stock to finished goods in our facility in Fort Worth, uniquely lessens these risks to us and therefore our customers.
The political challenges we face in our industry are another obvious concern. However, this threat goes deeper than our right to bear arms and its impact on gun ownership and the resulting demand for
our products. Our industry represents more than just firearms; it’s a lifestyle as well as a set of values, personal accountability, and source of patriotism that is critical for our country. Stewardship in protecting and promoting the Second Amendment is our challenge and obligation.
Our industry must unite to support 2A-friendly suppliers and vendors. XS has felt the wrath of political influences from insurance companies, online selling platforms, marketing channels, IT support software and databases, etc. Perhaps most concerning is our industry’s lack of voice on social media platforms that are hugely influential for our younger generation. It is imperative this industry intentionally unifies and promotes like-minded organizations.
SB: What opportunities do you see?
KB: Doing things the way we have always done them is not going to be a viable option moving forward. I see our industry going through a growth and maturity phase out of necessity. We will have to market, sell, distribute, and promote very efficiently with current market pressures to maximize the resources we have available to us. While change is often painful, the teams who think outside the box will tee themselves up nicely for the future and the inevitable market rebound. XS is dedicated, creative, innovative, and ready.
I also envision a cohesive industry that will advocate for its comprising members and America’s foundational freedoms. With time and money constraints facing our industry, I foresee opportunities for change in industry associations, supplier alliances, and a renewed emphasis on American-made products.
SB: When you get up in the morning, what gets you excited about working in the industry?
KB: The people, hands down. I love Team XS especially and have great respect for the people I am blessed to call friends in our industry. Working alongside people who are as passionate about the Second Amendment as I am makes every day exciting and energizing and full of purpose.
SB: How will you meet the expectations of your customers?
KB: Meeting the expectations of our customers means listening closely to their needs and responding with products that genuinely enhance their experience. Our Gun Nut team is always brainstorming cool solutions for “undiscovered needs.” We constantly engage with our community, whether it’s through direct
Kellie Brunn, Co-owner of XS Sights
feedback, product reviews, or social media, to ensure we’re staying aligned with their evolving needs.
SB: In a very competitive world, how does XS Sights stay ahead of the pack?
KB: Team XS is lean and incredibly efficient, agile, and committed to the growth goals we have in our five- and 10-year plans. We know the sight market is evolving, and we will continue to do so accordingly. As such, we too will advance to support new technologies in this space and develop other firearm upgrades as well.
Innovation is spurred by a company culture of grace and exploration. All of our team members are given a personal budget to promote industry involvement, and we take the “no ideas are dumb” challenge to another level. Our team can validate the saying, “You learn more from your mistakes than your successes!”
We pride ourselves on being easy to do business with, and this is at the core of all of our business dealings. Our focus is long term, and we value and have immense gratitude for every customer.
SB: The innovative design of the DXT Big Dot sight put XS Sights on the map. It had a large,
white-dot front sight paired with a V-notch rear sight, which allowed an unobstructed view of the front sight. These express sights provide quicker sight acquisition, particularly in mid- to low-light conditions. You then followed that with the F8, which used a traditional notch-and-post sight system paired with the Glow Dot, your proprietary photoluminescent technology designed to help shooters acquire the target in low-light conditions. The R3D sights (a three-dot tritium notch-andpost sight) soon followed. What market forces spurred these particular designs?
KB: The original DXT (and now DXT2 design) is still my favorite. I grew up with it and believe it is the most effective sight picture in highstress, low-light, and/or impaired eyesight selfdefense situations. Our Big Dot concept, a highly visible front sight, revolutionized the industry in that the average size of the front sights available in the market has increased over the years.
XS’s mission is “Empowering the GOOD GUY to be more prepared, confident, and selfreliant with functional weapon upgrades.” We realize some people will always feel most comfortable with more traditional sight pictures, so we employed our same manufacturing and engineering standards, including a front dot focus, to provide superior sight solutions for these customers with the introduction of the F8 and three-dot sight R3Ds and now R3D 2.0s. This also allows us to offer a full portfolio of solutions to our OEM partners.
This was a critical step for XS Sights in becoming The Sight Company; we have solutions for not only many makes and models, but also the customers’ requested sight pictures and colors.
SB: Rather than rely on outsider suppliers for tritium for your night sights, you went through the laborious process of being certified by the federal government in order to be a tritium licensee. This opened up a new business channel as an OEM supplier of tritium to other night sight manufacturers. How has that paid off for the company?
KB: Our tritium license has been a significant win for XS. By controlling this essential element, we are able to innovate more freely, reduce lead times, ensure a consistent supply chain, and control our quality.
Team XS has more than five human touch points for each product with tritium installed, and we test above the regulatory requirements to maintain the quality that has been a hallmark of the XS brand for more than 30 years.
When a customer purchases XS-installed tritium, XS owns all of the regulatory compliance, and the product is received by them free and clear. This peace of mind allows our OEM partners to leave the sights and their associated regulatory oversight to us so they can focus on their core competencies, all the while providing superior sight solutions to their customers. (xssights.com)
Tritium night sights, like the R3D on a Glock, need to be visible night and day.
The tritium license allows XS Sights to offer OEM turnkey sight solutions.
Community Service
McCunn Specialty Firearms is a family-owned business that believes in its mission of community service.
There was a time when small-town stores dominated the American retail market. Stores where the owner was always behind the counter or stocking shelves; stores where the employees not only knew each customer’s name, they knew each customer’s story. Conversations took place over the countertops and in the aisles. The store was more than a gathering place; it was a part of the community, and the owners cared more about that community than the profits its people could provide. Anyone who thinks that kind of store has gone the way of the passenger pigeon hasn’t visited McCunn Specialty Firearms in eastern Iowa.
McCunn’s was started more than 12 years ago by Kevin McCunn and his son, Brice. Today, McCunn’s is not only an example of the customerfirst business model that made local stores so successful in the past, it’s a testament to the fact that even in an era where large corporate conglomerates dominate the retail landscapes, small family-owned businesses can still flourish by making their customers feel special.
“It’s important to me. How you treat people matters,” Brice says. “I always want to do more than what’s expected. When it’s your name on the front of the building, that’s just what you do.”
If that sounds like an old-fashioned ideal, it’s probably because it’s an ideal that has been handed down to Brice for generations. Kevin spent the majority of his professional life working in the John Deere dealership that his father started in the 1970s. Back then, especially in a rural farming community, customers expected—and received—the kind of honest business that was conducted over a cup of coffee and sealed with nothing more than a handshake. It’s a value that Brice’s grandfather passed along to Kevin, and one Kevin passed on to Brice.
“That’s definitely where I learned the family business model,” he says. “I saw it in my grandfather’s store, and I see it with our business. When you treat people with honesty, respect, and integrity, word gets around. What you do in your store says a lot about the kind of person you are.”
Judging by the word-of-mouth advertising that’s spread across neighboring counties and states, customers like the kind of people Kevin, Brice, and the
employees at McCunn’s are. With that kind of personal testimonials, it isn’t surprising how fast the business has grown. Twelve years ago, Kevin had a shop on Main Street in Massena, and when father and son decided to start a firearms business, Brice took over a small corner of Kevin’s shop. Two years later, the business had grown large enough that Brice had to build his own shop.
From the very beginning, the McCunns had a mission to do more than provide people in the area access to high-quality firearms, they wanted to help create safe, responsible gun owners. One way Brice chose to accomplish that mission was to put an emphasis on gun safes to help make sure that his customers’ firearms never ended up in the hands of anyone who shouldn’t have access to them. The choice turned out to be extremely popular.
“We started a dedicated safe department in 2019. Word spread quickly, and our safe business grew more rapidly than we could have ever expected,” Brice says. “We had to build an addition to our store that was dedicated solely to gun safes, and the next year we built a warehouse just to store the excess inventory.”
That side of the business grew so large that now McCunn’s is one of the biggest safe shops in the state. But McCunn’s commitment to helping their customers be safe, responsible gun owners didn’t end with their expansion into the gun safe business.
A dedicated safe department was added in 2019. Word spread quickly, and the safe business has grown rapidly.
Iowa’s McCunn Specialty Firearms is a small-town retailer with a big heart.
“Not long after we opened our retail business, we also realized that there was a need for an indoor shooting range. We’re in a rural area where most people can step outside their back door and shoot, so I wasn’t sure how well a range would be received. But I’m one-hundred-percent happy that we built it.”
In addition to providing customers with an indoor place to shoot, especially during the cold Iowa winter, and hosting league shooting events,
the range provides McCunn’s with another opportunity to create responsible gun owners.
“In the last few years we’ve seen an explosion of first-time gun buyers. We don’t like to see people buy a gun for the first time and not be educated on how to use it safely,” Brice says.
As part of their commitment to this philosophy, McCunn’s offers every new gun buyer a free educational session at the range.
“The range is a great place where we can work with them to get them familiar with their gun so they are comfortable with it and will be able to use it safely,” he says.
The McCunn’s commitment to their customers goes far beyond the doors of their shop. Just like the businesses of yesteryear that McCunn’s retail shop is modeled after, Brice and his entire family are part of the community they serve, and are active participants in charity functions as well as school, church, and other community events. When an F5 tornado tore through the area a few years ago, Brice and his crew used their heavy equipment to help with the clean-up. They also delivered safes to people who were hit the worst by the tornado so that they could keep their valuables secured until they had a new home to store them in.
“That was something small that we could do so that those folks had one less thing to worry about,” Brice says. “Watching my dad and my grandfather be a part of the community, I knew that was just something you do. You don’t just have your business here, you live here. These are your friends, your neighbors. We help take care of each other and do whatever we can to give help where help is needed.”
And Brice makes sure that same feeling of community is extended to every person who walks through the doors of his business, whether they came in from around the corner, or from another state.
“When someone comes in they’re going to be taken care of. They’re going to get the best of us,” he says. “When they leave, we want them to say that they’re going to come back. That’s my goal.”
It might seem like a novel idea in today’s cutthroat retail marketplace, but McCunn Specialty Fireams is proving beyond a shadow of a doubt that it’s as effective today as it was when Brice’s grandfather first opened the doors to his business more than 70 years ago. (mccunnguns.com)
Editor’s Note: Additional research for this article conducted by Miles Hall.
First-time firearm buyers receive a free educational session in safe gun operation at the store’s indoor range.
APPEAL ENDURING
In a world of semi-auto handguns, a case can still be made for stocking revolvers.
APPEAL
by Wayne van Zwoll
The role of revolvers in our Frontier West has much to do with their enduring appeal.
Hollywood has spiced history with romance, forging new and memorable personalities for people on both sides of the law. Later, as hard-bitten cops upstaged cowboy heroes, double-action revolvers replaced single actions. Sales of Smith & Wesson’s Model 29 jumped after Clint Eastwood’s Dirty Harry used the big .44 to dispense justice.
No such celebrity follows autoloading pistols— not even James Bond’s .32 Walther PPK, which various Bonds have carried since Geoffrey Boothroyd convinced Ian Fleming to ditch Beretta’s 418 and its anemic .25 ACP cartridge in 1955. (Oddly enough, Boothroyd suggested a revolver: S&W’s Airtight Centennial, a .38.) Since 1958 the PPK has been the MI6 agent’s faithful sidearm, as much a signature prop as his Aston Martin DB5.
Okay, John Browning’s 1911 is so popular, still so effective, and now appears in so many guises that it’s as close to sainthood as Colt’s SAA Model P. Savvy retailers pay homage to both—and to recent SA and DA revolvers vying for shelf space with compact striker-fired autos.
↑ Colt’s 1873 SAA, among the earliest revolvers to use metallic cartridges, was popular from the very start.
THE CASE FOR BOTH
Truth is, gun shops have profited from the autoloader and the revolver. Ruger still supplies savvy dealers with both. “Distributor Specials” (limited runs of production-line guns) are popular additions to standard catalog items. Ruger distributors Lipsey’s and Talo, for example, commit to each run.
“Strong demand for SA revolvers justifies this program,” says Ruger’s Mark Gurney. “Special features and finishes, and the limited life of each run, encourage customer action. Because these guns aren’t as pricey as true custom-shop versions, they appeal to both shoppers and retailers.”
California-based EMF got its film-industry start in 1956, supplying sets with historically correct replica guns. The company acquired Great Western Arms (a California-based company that specialized in Colt SAA lookalikes) three years later. About that time, incidentally, Aldo Uberti established a gun-making business in Italy. Boyd Davis, who co-founded the Single Action Shooting Society (SASS) in 1981, became EMF president/CEO in 1985.
By then original Colt Peacemakers were priced beyond the reach of most shoppers. Even secondand third-generation SAAs (beginning in 1956 and 1976), were expensive. Ironically, Cowboy Action events had just hiked demand for SA revolvers in
1982, when Colt de-listed the SAA and made it more costly by limiting production to its Custom Shop. Third generation guns would be reinstated in the catalog in 1994.
Meanwhile the cowboy faithful found Italian revolvers could shoot as well, or better, as those from Hartford. Many imports sold through Texasbased Cimarron, established in 1984 by blackpowder enthusiast Mike Harvey and his wife Mary Lou. To grow sales of cartridge arms in his gun shop, Harvey bought Allen Firearms. Visiting Brescia, Italy, he contracted with Aldo Uberti to reproduce Colt SAAs, faithful in detail but using modern steel. Uberti and other quality-conscious shops have since resurrected dozens of historical sidearms, from the Colt Paterson to S&W’s Model No. 3. Cimarron lists standard and charcoal blue, also case-colored and antique finishes, and original chamberings. Hollywood’s Old West comes to hand in Cimarron’s Rooster Shooter, Wyatt Earp Buntline, and Doc Holliday Thunderer, among others.
I hadn’t planned to buy three Cimarron SAs, but all (in .45 Colt, .44-40, and .32-20) impressed me with faithful detailing, seamless fit of parts, and smooth actions. They were affordable too, and with Black Hills Cowboy Action loads shot near point of aim. The .45 punched a knot as tight I’d expect from a
↑ In the mid-1980s, Mike Harvey started Cimarron Firearms with Colt SAA reproductions from Uberti in Italy.
competition rifle. My wife appropriated the .32-20: “It’s not loud. It doesn’t kick. That bird’s-head grip fits my hand.”
Other importers, like Taylor’s & Company, also peddle worthy Italian reproductions. Ruger took note. In 1993 it targeted the Cowboy Action culture with the Vaquero. This SA in .357, .44-40, .44 Magnum, and .45 has a Colt profile and Blackhawk innards. Ruger’s rimfire Wrangler, unveiled in 2019, has Vaquero genetics. It retails for less than the Single-Six and small-frame Bearcat. “It’s Cerakoted instead of blued,” says Gurney, “so it saves us time in finishing. Customers like the pricing as well as the gun.”
Right now, my local gun shop’s display case is crowded with Wranglers. “Most are awaiting pick up,” I’m told. “We’ve ordered more.”
But SA revolvers represent just part of the handgun market. Gurney assures me demand for DA revolvers is strong too, despite the intrusion of autoloaders on what was once their turf.
Yesterday’s claim that self-loaders aren’t as reliable as DA revolvers has been silenced by a new generation of autos that defy failures. These also hold many more cartridges, thanks in part to slim 9mm loads that rival the .45 ACP in stopping effect. The sevenround magazines of early 1911s and PPKs have given way to double-stacks with twice that capacity. Strikerfired mechanisms (hammerless, with spring-loaded firing pins), and the use of alloys and polymer, make pistols lighter and sleeker. While striker-fired handguns date to the 1890s, the 1970 debut of H&K’s Volkspistole VP/70 brought them fresh attention.
Colt has met strong demand for mid-size revolvers by relisting the King Cobra. Here, a target version.
The Glock 17 adopted in 1983 by Austria’s army inspired nimble striker-fired autos for law enforcement (LE) agencies and civilians. A selection of Glocks is a must-have for every retail gun shop.
The higher production costs of revolvers have much to do with the popularity of autos. Materials and processes account for some of that differential. Revolvers also require more hand-work; the cost and availability of skilled labor matter more in revolver production than in the assembly of self-loaders. Over the last four years, manufacturers have reported shrinking pools of trained machinists and finishers.
.380 LCP Max came five years later. Making a revolver as lightweight, concealable, or affordable ($259 for the base LCP) seemed a bridge too far.
Manufacturing costs also affect marketing. Use of stamped parts and adaption of CNC machining to reciprocating actions speed production of autoloaders and reduce pipeline interruptions. Assured timely delivery and generous profit margins favor promotion of autoloaders.
The slim profile of autos gives them an edge over revolvers for concealed carry. Compact pistols easily slipped into purses or IWB holsters appeal to women. In 2008 Ruger came out with the LCP (Lightweight Compact Pistol). At 9.4 ounces with a 2.8-inch barrel, this nylon-frame, hammer-fired auto was an instant hit. A .22 version with a more compliant, lock-open slide followed in 2016. A double-stack
Ruger, however, had already designed one. In 2009 it trotted out the LCR, a 13.5-ounce, DA-only .38 with one-piece alloy frame. A polymer pod under its stainless cylinder holds fire-control parts. A .357 LCR with stainless frame weighs 17.1 ounces. This revolver is also now available in .22 LR, .22 WMR, 9mm, and .327 Federal, with 1.8- and 3-inch barrels. Starting at $739, it’s much more costly than the LCP. Revolver buffs fuel steady demand for mediumand large-frame DAs. Beginning in 1973, Ruger pivoted from SAs to produce Speed Six, Security Six, and Police Service Six DAs in .357 Magnum. These were upstaged by the GP-100 in 1985. It had a stronger frame and a “triple-locking” cylinder to handle an every-day diet of full-power .357 loads. The larger
introduced the LCR (above, a DA-only version) in 2009, a year after the less expensive LCP.
↑ Ruger
↑ These Ruger SAs on the Single-Six frame are Single-Sevens in the centerfire .327 Federal Magnum.
the role of
revolvers in
our
frontier
west has much to do with their enduring appeal. Personal preference and utility also are important factors for revolver owners.
Redhawk, with similar frame and locking mechanism, arrived about then, in .357, .41 and .44 Magnum, and .45 Colt. The Super Redhawk, with extended, scope-friendly frame, followed. Like S&W’s later X-Frame, the Super Redhawk is clearly a hunting revolver.
Ruger’s SP-101, introduced in 1989, attracts people who want an agile .357 or .38. It’s available in .22, 9mm, .32 H&R, and .327 Federal, too.
“There’s a short, fixed-sight version that’s DA-only,” Gurney tells me. “No hammer spur.” The frame is seamless. Adjustable sights add $60 to the $919 base price. At just under 30 ounces, the 4.2-inchbarreled SP-101 is 10 ounces lighter and costs $80 less than a same-size GP-100. A great backpack gun, it’s as well-suited to the nightstand.
In 1986 Colt’s nod to the demand for a lighter, more affordable .357 than its large-frame Python was the King Cobra. Replacing the Trooper Mark V, it had a heavier barrel and a full-length ejector rod; like S&W’s K-Frame .357s, it held six shots. Colt produced the King Cobra until 1992, then from 1994 to 1998. It reappeared in 2019 in .22 as well as .357, stainless steel only, with 2-, 3- and 4.2-inch barrels. At $999, it costs $500 less than the carriage-class Python.
↑ S&W J-, K- and N-Frame DAs are ever in demand, especially in high-polish blue. Here, a Model 58.
Smith & Wesson’s successful M&P M2.0 selfloader, popular for LE duty carry, has inspired lightweight, concealable autoloaders. “We’ve seen growing demand for polymer-frame handguns, and for magazines of ever-greater capacity. Still, many of our customers are traditionalists sweet on J-, K- and N-Frame revolvers, especially with chrome-moly steel and high-gloss blued finish,” says Vince Perreault, director of brand marketing. “These guns require a high degree of polishing by skilled hands. Stainless versions are especially popular with people who use revolvers afield.”
Perreault says roughly 93 percent of S&W revenue comes from civilian sales. “So we’re alert to trends in that sector. Our job is not to tell customers what to want, but to make the best handguns they’ll find within every category. We point out the advantages of each handgun type and the benefits of various features. For some customers, for example, a revolver might be the best choice for personal protection or sport shooting. Our Performance Center provides options for custom work. And, of course, we have S&W accessories.” Such engagement with the customer is also a hallmark of successful retail shops.
Although the .38 Special/.357 and .44 Magnum remain hugely popular among chamberings at S&W, Perreault notes enthusiastic response to a new .32 H&R revolver developed with Lipsey’s. “And there’s always talk about our X-Frame revolvers in .460 and .500 S&W.”
I’ve used both on game. They’re at the top of the power scale for commercial revolver cartridges. An X-Frame in a handgun display is certain to draw interest. More customer traffic, and longer looks, help generate sales.
Perreault concedes big-bore handguns are exciting. “But most of the revolvers and autos we sell are easy to shoot and carry. They use affordable, readily available ammo. They make sense for personal protection.”
One retailer who moves a lot of new and used handguns backs up that observation. He told me, “Many of our customers are first-time gun-buyers. Men and women, they want a reliable gun they don’t have to study, one that fits their hand, points naturally for them, and fires when they press the trigger. So a DA revolver can trump autoloaders. There’s no slide to yank, no safety to find or confuse with a slide stop or magazine release. The DA trigger pull is the same for each shot.”
Recoil is another issue dealers address to their profit. “Even a .38 can seem harsh to someone new to firearms,” my local dealer points out. “If blast
↑ For more profit, add leather! Here, a Redhawk in a Galco holster. Note its adjustment, tab, and stitching.
and kick make shooting uncomfortable, a novice won’t practice enough to be even marginally proficient. I’ve suggested a DA .22 revolver to a lot of people—the revolver because it’s straightforward, the .22 LR because it won’t cause a flinch. It’s no stopping round, but a hit with a .22 is better than a miss with a .357.”
Imported handguns also figure heavily in the U.S. market. Taurus ranks among the best-known of these brands. Besides autoloaders (mainly clones of Colt’s 1911 and Beretta’s 92), it ships huge numbers of DA revolvers. In 1982, Taurus USA, was formed to buoy sales stateside. The Rossi brand joined Taurus holdings in 1997, Heritage Manufacturing in 2012. A wide range of current Taurus DAs includes medium-frame guns with S&W profiles, also the popular Judge, which fires .45 Colt and .410 shotshell loads. A .22 Hornet revolver is new. In 2021 the U.S. accounted for nearly 80 percent of Taurus sales.
HANDGUN APPEAL
A handgun’s appeal depends as much on personal preference as on the sidearm’s utility. Thus, the revolver/self-loader debate. Autoloaders have gained market share largely because they’ve been easier to adapt to modern manufacturing tools and processes. Improved 9mm loads have the punch once offered only by bigger bullets from guns of lesser capacity. As a rule, autoloaders are easiest to outfit with red-dot sights. There’s no cylinder-gap flash or bark. Flat in profile, mid-size and compact autos are easy to conceal. The frames of many are of lightweight materials impractical for revolver frames and cylinders.
A lively cottage industry in carriage-class 1911s bode well for self-loaders. “They’re what people buy when they think they need a gun,” says a colleague. “Revolvers are wants.”
Of course, shoppers are often willing to spend more on what they want than on what they need. A well-stocked gun-shop tempts them with both.
HOW TO PULL IN
MODERN LEVER GUN
by David Maccar
GUN OWNERS
These days, most people looking to buy a lever gun fall into one of two categories. Some simply want a cowboy gun. These are the same folks who will likely buy a single-action Ruger or a Uberti replica gun at some point, probably in .45 LC. They’re going to want steel and wood certainly— and possibly brass, depending on how much of a throwback look they want. If they add anything, it might be a peep sight to replace a factory buckhorn rear sight.
The other customer wants a lever-action firearm because they don’t have one or they’re just bored with what’s in their gun safe and want something different. But, having been raised on modern sporting rifles and Glock semi-auto pistols, they have a natural compulsion to want to mod it out—to add features, customizations, and accessories.
There is a tremendous opportunity for upsell with these folks, and you’re going to make them happier for it, because, in the end, you’re giving them what they want.
The aftermarket for lever guns isn’t huge; after all, there aren’t really that many companies currently making these guns in the first place. Outside of replica guns from overseas, it’s a choice between the fairly small, rebooted, but ever-growing catalog of new Marlin rifles being made under the Ruger umbrella, Henry Repeating Arms, Winchester, and now, Smith & Wesson with its new Model 1854 rifle line. And, of course, there are always vintage Marlins and Winchesters on the used market.
But there is just enough of an aftermarket to make customizing a lever gun at home a lot of fun while greatly adding to the gun’s capability and versatility, mostly by creating a platform that will accept a lot of AR accessories.
GET TO KNOW CHISEL MACHINING
For my money Chisel Machining (chiselmachining.com) is the company making modern stocks and handguards for lever guns. The small but productive outfit CNC machines its buttstocks and forends from a solid billet of high-grade aluminum at its home base in California. This makes sense, as restricted states make it hard to have too much fun building an AR, forcing people to look for alternatives.
Chisel has stock models for Henry and Marlin rifles (straight and pistol grips), and it recently released a pistolgrip stock for the Remington 870 shotgun that incorporates a low mount for RMR and SRO red dots.
The platform lends itself to some specialized accessories that dealers would be smart to carry.
For several years, the Henry Model X series was really the only factory “modern” lever gun line out there, until it was recently joined by Marlin's resurrected Dark Series. Whereas the Model X comes with a fairly simple polymer stock, a handguard with a couple of M-LOK slots toward the front, a receiver tapped for a top rail (much like the old, discontinued Dark Series rifles), and a
Chisel’s six-round Quiver with adjustable tension attaches to the stock to help ensure a shooter without fail has extra rounds—in this case, Hornady LeverEvolution cartridges— always within easy reach.
threaded barrel, the new Marlins sport fully updated furniture and a generous optics rail from the factory. The stock is nearly skeletonized for less bulk and has an adjustable comb, the handguard has M-LOK slots that run end-to-end, and the barrel is threaded and comes with a simple radial muzzle brake.
In short, it's a lever gun with accessories that look a lot like what Chisel Machining has been producing since they opened shop. It's also evidence that this is where the market is trending and that this—a modernized lever gun—is what an important segment of lever gun owners and buyers want.
Cool enough, but if you show a customer a Model X with Chisel’s stock and squared-off handguard installed, they will have to start talking themselves out of wanting that instead, and they’re probably going to lose. Even if they can’t afford the upgrades when they buy the gun, chances are they’ll want them later, which is a great incentive to carry Chisel’s products on your web page.
And these are products you’ll also want in your brick-and-mortar location, whether they’re installed on a gun or not, because it’s one thing to hear or read that a stock is carved out of solid aluminum, but it’s another to feel it. The quality of the finish and fit is exceptional on Chisel’s stocks—every screw hole is tapped perfectly, and you’re not going to find a burr
or nasty edge anywhere. It feels solid and strong because it is. Any wood stock can break. I can’t imagine what you’d have to put a gun through to break a Chisel stock.
I recently installed Chisel’s buttstock and handguard on a Henry All-Weather in .45-70, and I can’t go back. Doing the work at home was a breeze; the most annoying part was tapping out the dovetailed mag tube guide ring to swap out the handguard.
SOLVING THE CHEEK WELD PROBLEM
Now is a good time to mention the skeletonized stock’s coolest feature—a separate cheekpiece that is fully adjustable for height and cant. One of the biggest problems with modernizing a factory lever gun is getting a good cheek weld with an optic. The factory stocks are shaped to be used with the simple iron sights that come with the gun—even the X Models. But, of course, modernizing a lever gun means adding a rail and an optic.
Even with the lowest-mounting red dots, you’re not going to get a good cheek weld. That also means you can forget about a traditional riflescope, LPVO, or a scout scope. But that problem goes away with the Chisel cheekpiece, which comes with a sweet stick-on recoil pad from Kick-Eez.
LOAD IT UP
Accessories are where the money is, and there is some cool stuff out there. I set my rifle up with Chisel’s six-round Quiver with adjustable tension attached to the stock to have extra ammo on board and because it looks incredibly awesome, especially with some Hornady LeverEvolution cartridges in there. Chisel also makes a tworound Quiver that holds rounds horizontally and is meant for one of the many M-LOK slots lining the forend.
The stock also has QD attachment points for a sling, and another can easily be added to a slot on the forend. The recoil pad is significant and just the right hardness. The overall ergonomics let my gun shoulder nice and clean with a perfect sight picture every time.
I pulled an old, but totally solid Bushnell LPVO from the drawer and installed it after futzing around with the idea of a Vortex scout scope (which, by the way, is a fine product, but it just wasn’t working).
Eventually, I want to put a more modern 1-10X LPVO on this gun with an illuminated reticle. That would give me the best attributes of a scout scope and a red dot with the optional magnification that will be more than enough for a .45-70’s max effective range.
The only other accessory I added was a Magpul M-LOK MVG Vertical Grip, because I’d seen other people running one on a lever gun. It made sense in my head, so I had to try it. The grip makes running a lever gun off-hand far easier, especially with the long throw on guns chambered for longer cartridges like the .30-30 and .45-70. The vertical grip also let me form a more solid mount on sticks or an obstacle by giving you something to push forward against and jam that stock into your shoulder.
When shooting off-hand, I like to grab the vertical grip with a kind-of AR magwell grip with my thumb on top of the edge of the handguard. This allows my support hand to counteract the movement of the lever when working the action and lets me keep the rifle tight to the shoulder. The result: The reticle stays on target when cycling.
There are, of course, many other options and a simple handstop might be more appealing to some, but again, it’s one more thing to throw in their bag as you’re ringing up accessories. And with all that M-LOK real estate to fill, don’t forget lights.
HERE COMES MAGPUL
When there’s a really good idea in the gun space, it’s only a matter of time before Magpul ( magpul.com ) picks up on it. Early last year the firearm accessory and gear company released its ELG M-LOK stock for Marlin lever guns only (so far) that is fairly similar in form and function
A Magpul M-LOK MVG Vertical Grip makes running a lever gun off-hand far easier, especially with the long throw on guns chambered for longer cartridges like the .30-30 and .45-70.
to Chisel’s offerings. As you may expect, it’s a full polymer affair with an adjustable length-ofpull (1.5 inches of adjustment) and comb height (two .25-inch shims are included) so it can fit various shooters using various optics.
The stock also stores extra ammo or accessories and has the ability to attach various M-LOK accessories and slings. The storage area has a quiver that fits six .45-70 Gov’t. or .30-30
Win. cartridges; its basically the same storage compartment you’ll find in the Magpul Backpacker stock for the Ruger 10/22 and PC Carbine.
The stock pairs with the company’s new Enhanced Lever Gun (ELG) M-LOK Hand Guard designed to fit Marlin 1895-pattern rifles. It’s 12 inches long with an integrated handstop and attaches to the firearm using a mechanism that
requires the user to only remove the old handguard, nothing more. It has six M-LOK slots at the 3, 6, and 9 o’clock positions for mounting whatever accessories the user wants.
The long and short of it is that getting a customer on board with quality aftermarket products like those offered by Chisel Machining and others lets you treat a lever gun sale like an AR build. So, start lining up those accessories on the counter.
DON'T GET PHISHED
by Todd W. Smith
↑ If you click on a link or download an attachment, scammers can install ransomware that can lock you out of your data. Once installed, malware can also quickly spread through your network or lie dormant until nefarious parties decide to take your network down. trusted source—one of your vendors, your bank, a credit card company, or someone you know.
According to the U.S. Chamber of Commerce, cybersecurity attacks are small business’s number one concern—higher even than supply chain disruptions or the risk of another pandemic. In a previous article (see SHOT Business, September-October 2024), we spoke about steps small-business owners can take to prevent crippling malware attacks. Here, we’ll take a deeper dive into the biggest source of such attacks—phishing, which targets employees through email.
EVERYONE’S ACHILLES’ HEEL
Consulting firm Deloitte reports that 91 percent of cyberattacks begin with phishing. The scam is simple: criminals attempt to trick unsuspecting victims into revealing confidential information through the use of deceptive email messages or links. In many instances, employees are targeted to gain access to employer information, which can turn a single clicked link into a company-wide breach.
These incidents harm businesses’ reputations, and many cause serious revenue losses. IBM’s “Cost of a Data Breach Report 2024” states that the global average cost of a data breach in 2024 was nearly $5 billion—a 10 percent increase over last year and the highest total ever.
How do these attacks happen? People are naturally curious, and many want to investigate things they don’t understand. Add to that phishing’s ability to appear urgent and credible, and almost anyone can be vulnerable.
TotalHIPPA reports that the top reasons people are duped by phishing emails are curiosity (13.7 percent), fear (13.4 percent), and urgency (13.2 percent), followed by reward/recognition, social, entertainment, and opportunity.
Why are small businesses such easy targets for email scammers? Lack of education on the part of owners and employees is a primary cause, as is the absence of proper security protocols. Think about it. If you’re a criminal, why would you try to break into Fort Knox when it’s far easier to rob the defenseless store down the street? Phishing small-business employees through their email is far easier, and there is less risk, than taking on large corporations that have invested in cybersecurity.
HOW CYBERCRIMINALS GET YOU TO CLICK
Most phishing emails look innocent from the outset, but don’t be fooled. Here’s how data breaches from phishing generally happen:
1. An email arrives that looks legitimate. It might appear to be coming from a
2. The message ask s you to click a link, or provide your password, business bank account, or other sensitive information. This is an automatic red flag.
3. These messages always look real. They may even contain logos or fake email addresses designed to make you believe they are from a reputable source. Creating f ake logos and email addresses is easy, however, and cybercriminals are betting that by using company names you’re familiar with or by pretending to be someone you know, you’ll let your guard down. Don’t!
4. There is always a sense of urgency. “Respond now” or something bad will happen. Be on the aler t for emails that claim to be:
a. An off icial data breach notification.
b. A Fed Ex or UPS label delivery.
c. An IT reminder that your password expires in less than 24 hours.
Experience a revolution in concealed carry ammunition. Built with precision, this new Jacketed Hollow Point projectile features precut serrations in the lead-alloy core, surrounded by a heavy copper jacket, engineered for precisely regulated expansion. Optimized for performance out of short barrels, but tough enough to withstand full size handgun velocities this projectile holds together perfectly and delivers unmatched performance, and the proprietary design ensures consistent expansion and terminal performance, giving you confidence in every shot.
↑ To minimize risk to your network, use different passwords for different applications.
d. An urgent message from your bank or boss.
5. What happens next is where things can get ugly. If you click on a link or download an attachment, scammer s can install ransomware or other programs that can lock you out of your data. Once installed, malware can also quickly spread through your network or lie dormant until nefarious par ties decide to take your network down. Any passwords you might have shared will now be in the hands of cybercriminals who can access all those accounts
Fortunately, there are steps you can take to curtail phishing incidents.
10 WAYS TO STOP EMAIL ATTACKS
Here are some quick tips that will help safeguard your business against email-related cyberattacks:
1. Develop a culture of cybersecurity: Educating your staff about the latest email threats is the simplest and cheapest way to prevent malware attacks. If something looks suspicious, it probably is. Don’t open it!
a. Any email that requests sensitive infor mation, promotes gifts in exchange for information, or contains a link to provide more information is probably a scam.
b. It’s easy for cybercriminals to duplicate company logos and images. Study the actual images of the legitimate parent
company and compare them to the logos on the phishing email. If an email contains only the name of the company or a supposed employee of the company, don’t fall for it.
c. When in doubt on any of the above, call the vendor, bank, or company to verify whether they actually sent the email.
2. Change passwords frequently: Changing email passwords regularly is a smart practice, and passwords should be strong and unique.
a. Strong passwords should be at least 12 characters long and include a mix of letters, numbers, and special characters.
b. This should be done at least every quarter.
c. To minimize risks, use different passwords for different applications and sites so that personal email, cor porate network s, banking, and social media accounts are separ ated.
3. Use a two-step verification process: Most banks have this policy in place already. This is a great practice to apply to your email and business accounts
4. Back up your data. Make regular data backups a standard pr actice. That way if a phishing attack occurs and a hacker gets into your network, you can restore your data after the breach has been eliminated. Make sure your data is backed up to a secure, encr ypted, and off-site location.
5. Segment your server. Think of your server like a castle with various levels of security— a moat, outer walls, inner walls, and keep. Each offers separate levels of security. If one section is breached, the database can still be protected by its other security barriers. Emails should be segmented accordingly.
6. Beware of attachments: Only open attachments when you are expecting them and you absolutely know what they contain, even if you know the sender.
7. Call the sender for verification: When in doubt, call whoever sent the email to verify they are, in fact, the sender and that the email and/or attachment is leg itimate.
8. Update your software. Make sure you’re using the latest software version, as updates often contain the most up-to-date data-security measures
SLIM
MULTI-FUNCTION COMPACT THERMAL WEAPON SIGHT
H35 35 mm 640x512
L35 35 mm 384x288
The new SLIM series from Nocpix offers top value and features in a compact thermal optic. Designed for versatility, it functions as a handheld monocular or weapon sight. The quick-detach mount allows fast scanning and reattachment while maintaining zero. Its magnesium alloy body, quiet soft-touch buttons, and swappable batteries ensure ergonomic and extended use. A 1024×768 AMOLED display and generous eye relief deliver a detailed and comfortable viewing experience.
If
9. Be especially wary during the holidays. Cybercriminals are famous for attacking small businesses during the busiest and most stressf ul times of the year. Be on the lookout for phishing emails around big holidays like Christmas and during tax season.
10. Consider installing advanced antivirus software: This software is designed to scan all inbound emails and file attachments to reduce the risk of malware attacks. OPSWAT, a company dedicated to protecting complex data environments, offers advanced protection against phishing, malware, and exploits that bypass tr aditional email security defenses.
Taking proactive steps today to educate yourself and your staff about email security will pay big dividends. A few best practices go a long way, and might just save your business.
↑ Be especially wary during holiday periods. Cybercriminals are famous for attacking small businesses during the busiest times of the year, such as Christmas and tax season.
RESOURCES
The Federal Trade Commission has some smart tips for small-business owners regarding phishing and other cybersecurity questions (ftc.gov). Your local bank can offer some great tips for spotting scams and fraud. Go to chase.com for “How to Spot Fraud and Scams.” Many security companies offer email assessments. Check out opswat.com. The Cybersecurity & Infrastructure Security Agency (CISA) offers great information and statistics on phishing (cisa.gov).
YOUTH TARGET GUNS
by Phil Bourjaily
The market for youth target guns keeps growing—and changing. Not only do young clay target shooters represent the future of the sport, but they are an important market right now. The Scholastic Clay Target Program comprises over 950 school-based and club teams and 19,000 athletes ranging from fourth graders through college students, according to SCTP. In addition, 4H Shooting Sports coordinator Scott Stuhr estimates that 30,000 to 35,000 4H members participate in shotgun sports. With kids aging out and being replaced by a larger number of young shooters every year, there’s a constant demand for target guns, ammunition, and accessories.
Although trap remains the most popular discipline, scholastic competition now comprises single, handicap and double trap, skeet, double skeet, sporting clays and 5-stand as well as international trap and skeet. As the market has grown, so has demand for target guns, even some higher-end guns.
“We really noticed our business among young shooters ramping up about three years ago,” says Caesar Guerini’s Wes Lang. Interest in Caesar Guerini and Fabarm guns is so high the company maintains a permanent building in the vendor’s row at Cardinal Shooting Centers in Ohio, home of the SCTP Nationals. “It’s an important market for us,” says Lang. “We have gunsmith trailers at major shoots to maintain our guns, and we give good customer service to win brand loyalty. It’s a great opportunity for us to make customers for life.”
↑ New shooters will be better served with a longer, heavier gun that swings more smoothly, points more steadily, and absorbs recoil far better than a light gun. clubs compete in and be able to educate buyers about the right target gun for them.
That can be true for you, too. Not only do you want those young shooters coming back to your store for ammunition, accessories, and possibly their next gun, you also want to make long-term customers out of them—and out of their parents.
SELLING TO THE YOUTH MARKET
Several things make the selling to the youth target market different. Consider these ten points.
1. Athletes often come from non-shooting and non-hunting families. It’s up to you to be the expert and help them find the right gun. You’ll have to know which disciplines the local
There is no shooting without 12- and 20-gauge target ammunition. Keep ample quantities in stock.
2. Shooters unfamiliar with target sports will want a short, light gun because it feels good when they pick it up. Be able to explain how a longer, heavier gun swings more smoothly, points steadily, and absorbs recoil better than a light gun.
3. Athletes participate at all levels. Some may shoot 500 to 600 shells a week at several disciplines; these shooters will need a durable, versatile gun that can shoot all the clay target disciplines. Others may only shoot 100 shells a week at a single discipline, most often 16-yard trap. Take that into account as you help them with a gun. The gun that holds up to moderate amounts of shooting may work perfectly for a more casual participant on a budget, but not serve the serious shooter well.
4. Parents don’t want to buy a lot of guns. They will pay sometimes sur prising amounts for one versatile gun that can do everything. “We don’t make a specific Caesar Guerini or Fabarm youth model, because most kids don’t start with one of our guns,” says Lang. “Typically, our guns are second guns. We succeeded not by mak ing youth versions of our guns, but by making guns that meet the needs of these serious athletes who are mostly adult-sized by high school.”
5. In general, it’s easier to shoot trap with a gun designed for skeet and sporting clays than it is to shoot skeet and sporting clays with a trap gun. A trap gun set up to shoot high makes it tough to hit falling targets, but it’s possible to shoot trap reasonably well with a flattershooting sporting clays gun.
↑ The Browning Citori CX line of built-to-last over-under guns are priced well below the Citori 725 line, making them eminently affordable for youth shooters.
6. Used guns can be a win-win: your customer gets a bargain, and you make a bigger margin than you would on a new gun. But there is a catch; people unfamiliar with guns are more comfortable buying new. It’s up to you to explain that used guns aren’t damaged goods and that you stand behind any gun you sell, new or used.
7. Some parents want to buy their son or daughter a versatile gun for hunting and target shooting. Put them in a gas-operated semi-auto hunting gun that will work for targets and will also make a good hunting gun. Over/unders light enough to work as field guns will k ick too much to make good target guns and be harder to break clays with.
8. Athletes can beg in shooting SCTP in fourth grade, though joining in six or seventh grade is more common. For those very young, smaller shooters, fit and comfort is more important than a dedicated target gun. A “compact” model gas semi-auto may suit them best.
9. Clint Hartsock of Fin and Feather in Iowa City, Iowa, says he has found cheap O/Us aren’t worth carrying. “They don’t hold up well, even over 100 targets a week,” he says. “When I sell a gun I don’t want it to come back.” He steers shooters on a budget to a reliable semi-auto if he can, though many want O/Us because that’s what they see people shooting at clays.
10. Carry accessories. Shooting glasses, some form of vest or pouch, and shell catchers for semi-autos used in singles trap are all required. Hearing protection is required, too, though mostly athletes prefer earplugs and won’t wear muff-style protectors because they knock against their gunstocks. And, there is no shooting without 12- and 20-gauge target ammunition.
GUNS FOR YOUNG TARGET SHOOTERS
Here are some guns to consider selling:
Winchester SXP Trap
A dedicated trap gun based on Winchester’s slick SXP rotary-bolt pump platform, the SXP Trap comes in both full-size and compact models, with
the compact available in 20 gauge as well as 12. It has a Monte Carlo stock with the excellent Inflex recoil pad, a raised rib with front and middle beads, and the barrel is overbored for better patterns. It’s a good, reliable shooter and a great entry-level gun for trap singles and handicap, and it can shoot doubles in a pinch and it’s priced right around $500.
(winchesterguns.com)
Winchester SX4 Compact
Although a field gun, this soft-shooting, gas semi-auto comes in a short-stocked Compact version that would make a fine starter gun for young/small shooters. The synthetic stock includes length spacers, and you can shorten it to as little as 13 inches. You can buy it 12 or 20 gauge with 26- or 28-inch barrels. Encourage people to choose the longer barrels. They may feel awkward to a young shooter, but in no time they will be used to it and better able to hit with it.
SKB has built a solid following among scholastic target shooters for the value and reliability of their guns as well as prompt customer service. The highly adjustable RS300 accommodates a wide range of shooters. It can grow with its owner, and it can change from sporting or skeet gun to trap gun with its adjustable butt pad and comb. A gas semi-auto, the RS300 is tuned to shoot very light loads so that new shooters can
SKB RS300
↑ Used guns can be a win-win: your customer gets a bargain and you make a bigger margin.
As the market has grown, so has demand for target guns, even some higher-end guns.
start with a low-recoil 12-gauge and move up to heavier ammo without switching guns. Twentygauge RS300s are also available. It’s a versatile gun at a reasonable price. (skbshotguns.com)
CZ-USA All-American Single Trap
Well known for offering solid, Turkish-made guns at attractive prices backed by great customer service, CZ-USA has a target gun lineup that includes the fully adjustable, break-action, single-shot All-American Single Trap. It has both an adjustable comb and buttplate, a host of competition-ready features, including barrel ports and extended chokes, good-looking walnut, and a great price point. (cz-usa.com)
Browning BT-99
Many scholastic target shooters only participate in singles trap. For them, there is no better choice than the BT-99, a venerable single-shot break-action that is simple and foolproof. Starting at $1,699 and creeping up over $2,000 as you add adjustable combs and buttplates, it’s a reasonably priced gun that will last a young shooter an entire lifetime. (browning.com)
Browning Citori CX
Browning’s Citori has a long, proven record as a durable, shootable O/U. Priced well below the Citori 725 line, Citoris include several CX models intended as reasonably priced, built-to-last guns that will see an athlete through all the disciplines. The line comprises some high-rib, trap-stocked models for those who will primarily shoot trap as
shooters.
well as low-rib models closer to sporting configurations that can be used for trap.
Browning Citori 725
With a receiver trimmed of extra height and lighter, more responsive barrels, the 725 is a livelier version of the famous Citori. It has better fit and finish than the Citori lineup, too, and it comes in several dedicated trap and sporting versions, including an adjustable, high-rib sporting gun that can handle all the clay target disciplines.
Beretta A300 Ultima
Last year Beretta gave its excellent A300 Sporting semi-auto a makeover as the Ultima, redesigning it to appeal to young shooters. It has a gray composite stock with a black dribbled paint finish, and lime green grip cap, mag cap, spacer, and bolt closer. It also comes with the very effective Kick-off recoil reducer.
Underneath the new finish it is still a version of the great 391, and it’s a soft-shooting, reliable 12-gauge that can work across all clay target disciplines. (berettausa.com)
Beretta A400 Excel
Beretta’s top-of-the-line semi-auto is practically the only semi-auto you’ll see in serious sporting clays competition due to its legendary reliability. The A400 comes in both a sporting model and
an Ultra-Target gun that features a high rib and complete adjustability. It, too, features the recoil-gobbling KickOff system. Although the Ultra Target costs as much or more than a decent O/U, it’s a great gun for someone who will shoot lots of rounds and doesn’t want to get pounded by recoil.
Fabarm Allsport N2
The Fabarm Allsport N2 and N2 XL O/Us feature two quickly interchangeable ribs that let the guns switch from flat-shooting sporter to high-shooting trap gun and back in about a minute. It comes in two versions, one with a slightly shorter, 14-inch length of pull and a grip curved closer to the trigger, and the XL, with longer stock and more open grip. (fabarmusa.com)
Caesar Guerini
Caesar Guerini guns have a deserved reputation for quality backed by top-notch customer service. Priced between high-dollar guns and production target guns, Guerinis have become popular among serious competitors. The company offers a number of sporting and trap models, and high-rib sporting guns like the Summit Impact that adjust to shoot all disciplines and fit a number of shooters.
(caesargueriniusa.com)
↑ Many scholastic target shooters only participate in singles trap. For them, there is no better choice than the BT-99, a venerable single-shot break-action that is simple and foolproof.
↑ The Winchester SX4 is a soft-shooting, gas semi-auto. It comes in a short-stocked Compact version that would make a fine starter gun for young/small
ARCHERY BUSINESS PAVILION THE 2025 AT SHOT SHOW WELCOMES NEW EXHIBITORS
THE ARCHERY BUSINESS PAVILION WAS A NEW — AND SUCCESSFUL — PART OF SHOT SHOW LAST YEAR, AND IT PROMISES TO BE EVEN BETTER IN 2025.
BY ARCHERY BUSINESS STAFF
In mid-February 2023, the NSSF (National Shooting Sports Foundation) announced the creation of the Archery Business Pavilion, a new exhibit area for the archery and hunting industries at NSSF’s annual SHOT Show. The Pavilion is an exciting collaboration between NSSF and Grand View Outdoors, a leading provider of outdoor content. ( Archery Business , Bowhunting World and Shooting Sports Retailer magazines are part of the Grand View Outdoors family of brands.)
Fast-forward to January 2024 — and specifically the 46th SHOT Show, which set new benchmarks for industry innovation, collaboration and engagement. With an expanded show floor, a record-high number of exhibitors, and an array of new features and networking opportunities, the 2024 SHOT Show in Las Vegas, Nevada, was the largest to date. More than 55,400 industry professionals packed the 13.9 miles of aisles over four days at The Venetian Expo and Caesars Forum — including the Archery Business Pavilion — eager to view new,
innovative products used for hunting, shooting and outdoor recreation.
“The energy on the SHOT Show floor in 2024 was off the charts,” said Chris Dolnack, NSSF Senior Vice President and Chief Customer Officer. “The feedback we’ve received from our exhibitors and attendees has been amazing, and we can’t thank them all enough for helping us make the show what it is: the greatest trade show in the world.”
2024 ARCHERY BUSINESS PAVILION TAKEAWAYS
The 2024 Archery Business Pavilion (located in Caesars Forum) featured exhibits from leading manufacturers and suppliers in the archery and hunting industries. The new area of the show provided a focused environment for archery and hunting retailers and industry professionals to explore the latest trends, products, and business opportunities in the archery and hunting sector. So, what was the feedback from 2024?
“I spent a good amount of my time
each day in the Archery Business Pavilion,” said Archery Business Editor Dave Maas. “Of course, because I have ‘skin the game,’ I wanted the new space to be a success. I must say I was impressed. The NSSF team did an outstanding job of making it easy for Show goers to find the new Pavilion. The space was clearly marked on the SHOT Show overview map, and special lime-green carpet runways (think shortcut) across the floors of Levels 1 and 2 in the Venetian Expo (the two main exhibit spaces) helped direct traffic to the SHOT Bridge, the path to Caesars Forum and the Pavilion. NSSF even had Show workers standing with signs directing people to the SHOT Bridge and the Pavilion; nice!
“The Pavilion space itself was big and bright, in a word — outstanding. In my opinion, traffic in the Pavilion was good. Yes, it would take a bit to get busy in the mornings, but I attribute that to the fact the Pavilion and all other booths in Caesars Forum are a bit of a hike from the SHOT Show entrances.”
LOOKING AHEAD TO 2025
The SHOT Show’s Archery Business Pavilion continues to grow in its second year with a dozen new exhibitors joining their fellow archery and hunting companies.
Among the new exhibiting companies for 2025 are Arcus Hunting, Buck Blitz, Canyon Coolers, Koola Buck, National Archery in the Schools Program (NASP), New Century Products, T.R.U. Ball/AXCEL Archery, Viper Archery Products, and FL Outdoors, whose brands include Swhacker, C’Mere Deer, TAC Vanes and Steel Force Broadheads.
“Momentum continues to build in year two of the Archery Business Pavilion at SHOT Show, and we’ve seen the addition of significant exhibitors,” said Grand View Outdoors President/Publisher Derrick Nawrocki. “This in addition to FeraDyne Outdoors, Summit Outdoors, and many others which are coming back, along with Moultrie Mobile, which is doubling the size of its Pavilion booth footprint.
“It is worth mentioning that many of the traditional and more modern firearms shop retailers, who are looking to expand their existing inventory with categories in the hunting, archery and general outdoor markets, are now able to see that segment in one area, which is one of the goals of this space — helping to make the SHOT Show as efficient and convenient as possible for buyers.”
“We’re pleased with the growth of the Archery Business Pavilion and the opportunity that it presents for exhibitors and nearly 5,000 buyers who have intent to purchase archery, bowhunting and hunting products,” Dolnack said. “Since the 2022 SHOT Show, our post show surveys revealed that 24 percent of the retail buyers had an interest in the category as traditional firearm retailers look to expand their offerings.”
ARCHERY BUSINESS PAVILION SPECIFICS
It will be located within the upcoming SHOT Show in Las Vegas, Nevada, from Jan. 21 through Jan. 24, 2025. You’ll find the Pavilion in Caesars Forum in the Academy Ballroom.
Any manufacturer of outdoor, hunting and archery-related products can exhibit in the Pavilion.
The Pavilion features 16,000 net square feet of exhibit space and enclosed archery lanes to demonstrate new products for prospective buyers in Caesars Forum.
Exhibit space is limited; first come,
first served. Those who exhibit in 2025 will have first choice for space for 2026.
The Archery Business team, including editors and key staff, will be in the Pavilion working on best ways to cover and promote companies that exhibit.
Additional coverage about the Pavilion will appear in SHOT Daily during the show and within the pages of other B2B brands such as Archery Business , Hunting Retailer and Shooting Sports Retailer
SHOT Show attracts attendees from around the world, including buyers, media and other industry profession-
als. The 2025 show will cover more than 820,000 net square feet of exhibit space, featuring over 2,700 companies showcasing the latest in firearms, ammunition, hunting and shooting accessories, archery, outdoor apparel and much more.
BOOKING YOUR SPACE IN FUTURE YEARS
Visit www.SHOTShow.org/archeryfloorplan to see the Archery Business Pavilion floor plan for 2025. If you’re looking at a map of the entire SHOT Show space, the Archery Business Pavilion is located in the Caesars Forum
area showing SHOT Show University and meeting rooms.
Note: It’s likely that by the time you read this article, it will be too late in the game for you to make the decision to join other companies in the Pavilion during SHOT Show 2025. That said, it’s never too early to begin thinking about the future, and specifically SHOT Show 2026. Be sure to look for future content in this magazine about the Archery Business Pavilion, including feedback from those companies that attended in 2025. For more information on the Pavilion and SHOT Show, visit www.SHOTShow. org/archeryexhibit.
AKChimo Guns, Wasilla
Keeping close to 400 firearms in stock, this full-service gun shop rests 30 miles north of Anchorage in the suburban Mat-Su Valley. Handgun sales are steady and strong. “It’s been a good year with a great election outcome, and solid sales at our store. It gives us confidence that shooters will have more cash to spend on firearms,” said manager/buyer Craig Pell.
Top handgun sellers include Glock 20s 43Xs and Springfield Hellcats. Other strong movers include the Sig Sauer P365 Fuse.
Bolt guns are slowing but coming off a strong hunting season. Bergara and the Ruger American hold the top spots. A few Kimbers, predominantly in .300 Win., .3006, and 6.5 Creedmoor, follow in third place. Winter season shotguns are still getting a few turns, primarily Remington Express 870s with slug barrels, along with a few Benelli Super Black Eagle 3s. “We have a winter shotgun selling season for snow machine riders and families going to their off-grid
cabins deep in the bush,” added Pell. Ruger 10/22s are a popular choice for this segment.
CO Goods for the Woods,
Durango This general hunting store located on State Highway 160-550 carries archery, soft goods, firearms, and reloading supplies. It has been a fixture in the community since 1987.
Bergaras and Tikkas in 6.5 Creedmoor have remained the front runners throughout the hunting season. “It’s been a good year, and we see the season’s winter varmint firearms sales to be strong. In the west we’re not usually affected by political change. However, it’s feeling like American manufacturing is going to expand,” said owner Jane Gustafson.
MSRs are still moving daily. The vast majority have been Springfield Saints, Smith & Wesson M&P 15 Sport IIs, and Sig M400s. Handgun sales remain strong; Sig Sauer P635s, P320s, and Glock 19s are doing well. Meanwhile, Smith Shield Bodyguards are on the move.
ORThe Sportsman, Florence
Located in a small town on the central Pacific coast, this family-run hunting and fishing store stocks about 100 firearms. It specializes in home protection, hunting firearms, accessories, and Honda ATVs.
Smith Shield EZs, Springfield Hellcats, and Sig P365s are in stock and turning quickly. Ruger 10/22s are selling as well has they ever have during the holidays.
“Our customers are small-town locals, and the political environment rarely drives our turns. That said, it’s a relief to see some stability for the next four years, though I think it will slow our overall firearms sales,” said owner Bill Pinkey.
At the high end, Daniel Defense is the MSR attracting the most attention. At the low end, it’s Sport IIIs. Long rifles are also still doing well, with some Christensen and Browning XBolt .300 WSWs crossing the counter. Ammo stocks have improved and are generally in good order at this store, but there are still a few odd rifle calibers that are hard to get.
MORazorback Armory, Des
Peres Located in west suburban St. Louis County, this retailer specializes in general hunting guns with an emphasis on its own custom MSR and 1911 buildouts. The store stocks about 200 new and used firearms, with an even mix of long guns, handguns, and custom demo MSRs.
Handguns rule here, and the shop is coming off a big Christmas season that featured high numbers of Sig P365s and P322s. Going out the door, other high-selling pistols include Glock 43Xs with with Shield-brand magazines that increased capacity to 15 rounds.
Remington 870s are in stock for the first time in two years, and there are good turns of Mossberg tactical shotguns. Shotgun ammo is finally in good supply.
One of the biggest growth segments for this dealer is in suppression upgrades. “There’s a mindset of getting customers to deal with the wait times and the paperwork, but it has really been a growing part of our business. We do a lot of custom suppression
mods. The big change has been that we can electronically process the paperwork. It now takes about four months to complete. It used to take more than year,” said co-owner Jesse Rolfe.
MN Saginaw Firearms, Sagi-
naw This independent retailer located just north of Duluth has a seasonal outdoor shooting range and keeps over 300 guns in stock. Ammo shortages and low inventories have eased at this store while it has been concentrating on special orders and used handguns.
“It’s a little early to figure out if the election has helped or slowed sales. It does seem like the locals are more optimistic about the working-class economy,” said president Frank Le Fevre.
The store has concentrated on looking for used handguns with a focus on Smith revolvers and used Glocks. The shop features training classes based on state mandates for combat, concealed carry, and self-defense training throughout much of the winter.
ND Outdoorsman Inc., Fargo
Established in 1980 and located in the center of Fargo, this family-run store keeps an average of three employees behind the counter. They sell various general homedefense products, rifles, handguns, and archery equipment. This shop has an in-store gunsmith with 40-plus years of experience.
“We’re still turning consistent numbers of MSRs. Our market has been trending to better-quality rifles at a higher-price point,” said counter salesman Kevin Steen. He noted inventory on MSRs is good, and turns are steady at roughly three or more a week.
It has been a nearly equal split between Springfield and Sig Sauer along with a few Colts. On the bolt-action side, sales have slowed, but inventory looks flush for the winter season with Winchesters and Browning X Bolts on the shelves.
Handgun sales are still vibrant. Glock 43Xs, Sig P365s, and Smith Shield EZs all hold the high slots.
CT
Blue Trail Range Gun Store, Wallingford Founded in 1945, this family gun shop and range keeps 800 guns in stock with over 120 covered outdoor shooting stations. The small-town New England retailer continues to see unchanging customer traffic and high demand.
“Traffic is strong and steady. Our range is as busy as ever. It’s nice to have the product to sell to our clients with plenty of ammo on the floor,” said instructor Amr Maklad.
Handgun ammo stocks are excellent with more competitive pricing. Traditional rifle calibers are in better-than-expected supply. Sig Sauer P365 Fuse and P320 RXP lead the pack at this counter. Glock 17s and Smith Shield 2.0s are turning daily. Throughout the past year, Sig Sauer has turned in the highest numbers.
Henry lever actions continue to make high turns, as have Ruger 10/22s. A few price-point Turkish shotguns are selling, and competition shotguns are in good inventory. Air rifles are seeing slower demand.
PA Juniata Trading Post,
Ev-
erett Located on the western side of central Pennsylvania, this full-line sporting goods store stocks fishing tackle, clothing, accessories, an average of 600 firearms, and reloading supplies. Pistol demand is steady, with first-of-the-year solid turns. The highest performers include Sig Sauer across the board, followed by Shield EZ. Springfield Hellcats land firmly in third place.
For this retailer, reloading supplies are steadily improving. “Two years ago, powder and primers were nonexistent. We were starting to be concerned that we would lose our long-time reloaders,” said counter salesman Danny Palmer. This store is pleased to report that reloading inventories have finally turned around, and the powder-primer winter forecast has vastly improved.
MSR sales are steady. Alex Pro holds the highest numbers, followed by a few Ruger 556s and Mossbergs. Bolt-action turns are still high for Savage combos and Ruger Americans.
MEJ.T. Reid’s
Cigar and Gun
Shop, Auburn This smalltown firearms store stocks over 200 handguns and rifles along with a substantial cigar selection. Located on Main Street in downtown Auburn, the retailer offers a mix of home defense and hunting supplies.
After a strong deer season, bolt-action rifle sales have slowed with a few Savage and Ruger Americans still making turns. MSRs are improving and have made a strong recovery after a slow summer. Radicals, Ruger 556s, and Henry .22s are in high demand at this retailer.
“Our inventory for MSRs and handguns is excellent. Sales are improving from last summer. While I can’t explain any rationale for it, MSRs are up significantly since the election,” said owner John Reid. Apart from a few shotgun loads, ammo stocks have been consistent.
Glock 40s, 17s, and M&P EZs are leading the count. Additional top-selling handguns include Sig P365s and Glock 40s.
SCDoc’s Gun Exchange, Florence Located on Route 52 in the east-central part of the state, this shop inventories an average of 700 firearms with a mix of hunting and self-defense guns. The store also carries a full line of concealed carry purses, including those made by Gun Tote’n Mamas. Handguns continue to be in high demand, with heavy sales attributed to price-point Taurus G3Cs and higher-end Springfield Hellcats. Glock 43s are selling through in strong numbers.
At the rifle counter, MSRs are turning close to three a week, with Diamondbacks, S&W M&P 15 Sport IIIs, and Ruger 556s attracting the most attention. “I know that in most parts of the country MSR sales are slow. But here in South Carolina, they have been steady for the entire year,” said counter salesman Jeff Wayne.
Right now bolt-action .22s are moving. As a result, Ruger American rimfires and 10/22s are all posting good numbers. Ammo stocks are strong for this store.
TN
Nashville Gun Shop, Nashville Located in metro Nashville, this 1,000-square-foot store specializes in home defense. It services a wide variety of clientele from law enforcement to music industry professionals.
Handgun sales have remained steady. Top sales at this location go to Sig P365s. However, Shield 2.0s are also seeing fast turns along with numerous Glock G45s.
“We are seeing consistent turns in pistol sales. It also feels like the economy is improving. The election results are creating confidence with our customer base,” said owner Demur Demirhisar.
Rifle sales at this location are mostly MSRs, with frequent turns going to a mix of Daniel Defense, Ruger 556s, and M&P 15 Sport IIIs. Shotguns are slowing with a few Mossberg 590s crossing the counter. Sales of used rifles across the board are flat.
KY Paducah Shooters
Supply, Paducah In the heart of the Mississippi Flyway in western Kentucky, this 11,000-square-foot facility includes indoor archery and outdoor rifle and pistol ranges. “2025 is looking a lot like 2024. We are committed to answering the phone and selling a lot of guns and equipment. The best news is that we can get everything that’s in demand,” said manager Clint McCutcheon.
While handgun ammo inventory has been in good order, shotgun shell stocks have finally improved; 20 gauge is in good supply and even .410 is improving. “There has been significant growth in 20 gauge for waterfowl. While the ammo is now keeping up, the problem is it’s expensive,” McCutcheon said.
Although shotgun sales have slowed, Beretta, semi-auto Stoegers, and Benelli Super Black Eagle 3s are in good inventory. Other brands, including Browning A5s and Winchester Super X3s, are turning sharply. MSRs are moving well, with a mix from Smith & Wesson, Colt, and Daniel Defense.
NEWPRODUCTS
2
NEXTORCH P21 SHIELD LIGHT
Engineered to enhance tactical operations with its impressive 3,000-lumen highintensity output, the P21 shield light features two light heads. Equipped with a remote switch, including a strobe function, the P21 enables quick and effective disorientation of threats. Its multiple mounting options ensure compatibility with a variety of shield setups, making it a reliable choice for any tactical scenario.
Beyond its illumination capabilities, the P21 is built to withstand the rigors of law enforcement operations. It boasts an IPX8 waterproof rating and impact resistance of up to one yard, making it extremely robust.
Despite its powerful output, the P21 maintains a compact size and weighs just 14 ounces (without battery), ensuring that it does not hinder the maneuverability of the shield and makes it easy to integrate into existing gear. The strategic weight distribution maintains the balance of the shield, allowing operators to use their equipment effectively without unnecessary strain. A built-in LED battery level indicator provides real-time feedback on the power status. SRP: $159.99. (nextorch.com)
The MFT Extreme Duty Magazine Coupler expands ammunition capacity and makes reloading for speed more efficient by securely joining two magazines for the AR15/M16. Made of high-impact, superior-grade, lightweight polymer, it will not scratch or deform magazines. An easy-toassemble two-bolt design keeps your mags in place even through the toughest conditions. The MFT Mag Coupler easily fits all 5.56x45 aluminum and steel magazines, all MFT magazines, 30- and 40-round AR/M4 GEN M2 MOE, and AR/M4 GEN M3 magazines. SRP: $19.99 (missionfirsttactical.com)
CALENDAR
NSSF® Congressional Fly-In
April 8-9, 2025 • Washington, D.C.
NSSF Marketing and Leadership Summit
May 13-15, 2025 • Clearwater Beach, FL
Gun Storage Check Week™
June 1-7, 2025 • gunstoragecheck.org
NSSF Range-Retailer Business Expo™
July 16-17, 2025 • West Palm Beach, FL
NSSF Annual Import/Export Conference
August 5-7, 2025 • Washington, D.C.
National Shooting Sports Month®
August 2025 • shootingsportsmonth.org
Gun Storage Check Week™
September 1-7, 2025 • gunstoragecheck.org
SHOT Show®
January 20-23, 2026 • Las Vegas, NV
NEWPRODUCTS
3 CANYON COOLERS PRO85 COOLER
With a true 85-quart capacity, this premium ice chest is built for glory. Its longer length (34x20x17.5 inches) makes it the perfect size for transporting and keeping harvested game fresh and ice cold. It’s also a great choice for multi-day hunting trips.
Features include front and side drain plugs and upgraded oversized latches built from a premium, sun-resistant polymer, which offer a more luxurious cam action that’s easy to operate even while wearing gloves. In addition, the cooler’s zero-clearance hinge allows access inside of the cooler without needing to unstrap it, even when it’s pressed against a wall or truck cab.
Front and rear lip slots also make tying down with cam straps simple. Finally, the cooler’s premium eco-friendly pressure-injected foam insulation ensures world-class ice retention, keeping provisions ice cold for days even when outside temps reach all-time highs. Like all Canyon Coolers, the Pro85 is backed by Canyon’s no-hassle, free parts lifetime warranty. ensuring you’re always ready for your next adventure. The cooler is available in three colors: Sandstone, Diamond, or Azure Blue. SRP: $400. (Canyoncoolers.com)
4 HATSAN VELOX
Available in both .22 and .25 calibers and a choice of black or FDE finishes, the Velox semi-automatic PCP air pistol boasts a trigger system that delivers a light, smooth pull with a precise release, ensuring maximum accuracy with every shot. Featuring two detachable, caliber-specific multishot magazines and onboard storage in the grip, the Velox allows for seamless reloading and extended shooting sessions.
A detachable 55cc air cylinder fills to 250 BAR, ensuring consistent power across its 20-shot capacity, and an external pressure gauge allows easy monitoring. A Foster quick-disconnect fitting makes refills fast and convenient. The ½ UNF threaded muzzle tip supports a range of sound moderators.
Other features include a steel upper receiver and a synthetic lower receiver, barrel shroud, and adjustable fiber-optic front and rear sights. The integrated optics rail supports 11mm dovetail and 22mm Weaver mounts. SRP: $399.99 (hatsanusa.com)
SUCCESS FOR YOUR BUSINESS MEANS SUCCESS FOR THE INDUSTRY
Our purpose is to advocate for the industry and your business. Help us keep both strong.
NSSF® — The Firearm Industry Trade Association, constantly works on behalf of every one of its thousands of members to strengthen our industry. We provide unparalleled education resources, in-depth market research, compliance consultations with industry pros and other tools to help any size firearm business thrive.
Membership dues support our e orts that support your business.
JOIN A COMMUNITY OF LIKE-MINDED BUSINESSES THAT ARE COMMITTED TO THE FUTURE OF THE SHOOTING AND HUNTING INDUSTRY.
NEWPRODUCTS
5 EUROPEAN AMERICAN ARMORY GIRSAN WITNESS2311 BRAT
The Girsan Witness2311 Brat, designed with concealed carry in mind, is a compact, double-stack 1911 with a 3.4-inch barrel. The Brat comes with an 11-round magazine in .45 ACP or a 17-round magazine in 9mm. Standard features include Novak-style 3-dot sights, an extended beavertail grip safety, ambidextrous thumb safety, skeletonized hammer, removable magazine well, accessory rail, and a hard travel case. SRP: $679. (eaacorp.com)
6 ELITE TACTICAL SYSTEMS OMEGA GLK-18 9MM MAGAZINE
The Omega GLK-18 9mm magazine is compatible with all standard doublestack 9mm Glocks. The magazine features hardened steel feed lips, a patentpending Omega Joint, and a military-grade Teflon coating for corrosion resistance. Weighing 50 percent less than all-steel magazines, it offers 30-round capacity, 100-percent drop-free reliability, and compatibility with Gen 1–5 Glocks. The ergonomic design ensures easy handling, and it is fully compatible with Glock extensions. Backed by a lifetime warranty, this is a high-performance magazine that delivers strength, function, and precision for Glock enthusiasts and professionals. SRP: $27.99 (etsgroup.com)
KNOWLEDGE INDUSTRY CLOSE AT HAND
NSSF’s SHOT University™ Online is a onestop e-learning platform for firearms retailers and ranges. On-demand and free for NSSF® members, this new library of interactive online courses provides a deep-dive on critical topics ranging from compliance and regulatory issues to operational guidance and business improvement for both business owners and employees. and more!
FOR RETAILERS:
• Planning for an ATF Inspection
• Standardizing Operating Procedures
• Inventory Management
• Notice of Revocation – Are You Prepared?
FOR RANGES:
• Road Map for Range Safety and Health
• Addressing Lead at Ranges
• Marketing Your Training Programs
• Membership Strategies – Lessons from the Fitness Industry
NEWPRODUCTS
7 SEIRUS HEATTOUCH HELLFIRE MAGNE MITT
The HeatTouch Hellfire Magne Mitt features an easy-opening magnetic seam that allows you to easily free your fingers for quick tasks (like shooting a rifle) and quickly snaps shut to lock in warmth. This is a welcome feature for deer hunters who must endure long cold sits in unheated tree stands. Bringing together glove versatility and mitt warmth, the mitt uses advanced heated technology and rechargeable battery packs, giving you up to 12 hours of all-day heat, activated at the press of a button. The exclusive Flexible Fusion heat panel provides warmth to the entire glove back and wraps around the fingers. SRP: $300. (seirus.com)
8 PRINCETON TEC CHARGE X
Powered by a single CR123 lithium or one AA battery, the Princeton Tec Charge X is the ultimate all-in-one helmet lighting solution. This dual-fuel multi-color helmet light features a 100-lumen dimmable white light, along with red, green, blue, and IR LEDs. Charge X’s simple programmability allows for setting and changing the order in which the colored LEDs appear upon activation for highly personalized performance. This helmet-mounted light features an upgraded version of Princeton Tec’s signature flexible boom that allows for easy and accurate spot illumination that adapts to the task at hand. Lastly, Charge X’s small footprint occupies minimal “rail” estate, leaving plenty of room for other vital rail attachments. SRP: $149.99. (princetontec.com)
MAY 13-15, 2025
CLEARWATER BEACH, FLORIDA
THE FIREARM INDUSTRY’S PREMIER EVENT EXECUTIVES MARKETING PROS
Join top executives and marketing professionals from the industry for an enriching two-day experience at the NSSF Marketing and Leadership Summit, May 13-15 in Clearwater Beach, Florida. A consistent favorite among industry leaders, this year’s event promises a packed agenda with an outstanding lineup of speakers. Attendees will gain exclusive access to subject matter experts and enjoy ample opportunities for networking!
The Higher Road
Handling estate sales for grieving families is part of your business. Look beyond an immediate profit.
The gift of being involved in the shooting sports has many levels. One is in serving the needs and wants of the guests who take time out of their busy lives to visit your operation. In my travels to hundreds of you across the country, I have watched the interactions that take place and see the excitement on both sides when a sale is done. There is a bond that is created. In that bond is a comfort and trust they now have with you. The guests tend to brag about such things with their circle of friends and that in turn helps you grow as well. This should, and can be, a long-term connection, a connection that sometimes extends past death.
The passing of a fellow shooter is sadly part of life and part of your environment of being a dealer. When a shooting sports enthusiast passes, the family will seek out solutions to their concerns and fears of what to do with their loved one’s collection. How you elect to deal with this high honor is critical.
When Jayne and I ran our operation, we had a group of special folks we lovingly called our “whales.” They loved the sport greatly and bought lots from us every year. After we sold the business, many members of this group kept in touch with us over the years. Last year one of them passed away quite suddenly. His wife, not in the best state of mind due to her husband’s death, quickly reached out to a local gun store and a pawn shop to see what his collection was worth. After looking at her itemized list, they both came back with bids of $2,890 and $3,285, respectively. She then shared this with some of his friends (fellow whales of our past), and one of them called Jayne and I late one evening and asked us to come look over the collection in question. We did so and determined the value to be closer to $44,000.
To say I was upset is an understatement. Taking such gross advantage of someone in a very vulnerable position is heartless. In addition, it does nothing to help grow the shooting sports.
So, yes, we stepped in and offered to take care of this estate for her in such a way that she and the family ended up with close to 70 percent of its value. Going with either of the previous bids would have only yielded a roughly a six to eight percent return to the family. Furthermore, the process would have left a bad taste with a family in grief and done nothing to enhance the reputation of our industry.
Taking the higher road allows a dealer to still make a tidy profit while letting the family see that the collection was indeed valuable. In fact, we have over the years seen hundreds of folks who initially had no idea that their loved one’s “gun hobby” could be an investment that actually paid off very well.
We not only consigned the guns, but all the associated gear. This included holsters, scopes, and even a wagon to hold shotguns when you hit the sporting clays course. There is inherent value in those things as well, and we learned taking in such items created an interesting secondary market for bargain hunters who would come in regularly. If you stop to think about it, many of us buy high-quality gear that will outlast our regular usage, creating a second life for many of these products. Some of these things won’t sell; that’s okay, as long as you understand that and have a plan to discard those items.
Having us take on such estate sales allows the family to experience a clean break during a challenging time. You are helping them deal with their grief in a positive way, and you not only benefit monetarily, but reputation-wise as well. Because we treated them honorably and with care, those families ended up recommending us to their friends, which, in turn, helped create new guests for our store.
The Simple Truth is that the long-term connection you have built with a guest goes beyond this earthly life. As a respected leader in your store and in the industry seeing beyond today is the best and most profitable path.
Taking the higher road allows a dealer to still make a tidy profit while letting the family see that the collection was indeed valuable.
Estate sales are an unfortunate fact of life. Taking advantage of someone in a vulnerable position is heartless. In addition, it does nothing to help grow the shooting sports.
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)
WELCOME TO THE TOP Quality •
Service • Solutions
WHEN YOUR STEEL REQUIREMENTS DEMAND PEAK PERFORMANCE
Summit Steel Corporation is a family-owned premier steel distributor of alloy and carbon steel bar stock serving the metalworking industry since 1985.
A reliable, reputable ISO 9001 Certified supplier of high quality steel in all standard AISI grades –including special bar quality (SBQ) steel in hot rolled and all cold finishes. Summit Steel Corporation excels at conquering unique and unexpected challenges.
VISIT DAVIDSON’S AT BOOTH #72317 JANUARY 21-24 CAESARS FORUM OUTPACE. OUTSHOOT. OUTCLASS.
Accelerate to victory with the Davidson’s Exclusive Beretta 92XI SAO Corsa and Gara. Both firearms showcase the unmatched precision and reliability of the 92XI SAO’s race line; featuring an X-treme S Trigger, fiber optic sights and Toni System single port compensator and flared magwell. Handling is superb due to a VERTEC M9A4 style frame with new LOK Grips elevating style and comfort. The Corsa and Gara are well-tuned for accuracy and will satisfy your customer’s need for speed.
