MARCH/APRIL 2022
FIVE MINUTES WITH:
WHEN DEVELOPING PRODUCTS FOR WOMEN, IT HELPS TO ASK WHAT THEY REALLY WANT
GUNS 2022: A PREVIEW OF NEW MODELS
RIFLE GENIUS:
HOW MELVIN FORBES CHANGED THE INDUSTRY
®
AMERICAN TACTICAL’S NEW
FXH-45DS DOUBLE-STACK 1911 PAGE 4
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FEDERAL AMMUNITION CELEBRATES ITS 100TH ANNIVERSARY
FYI: MATCHING AVAILABLE TALENT TO AVAILABLE POSITIONS IS A JOB FOR A SPECIALIST
THE SIMPLE TRUTH: A BRAND AMBASSADOR IS ALWAYS ON
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EXTREME POINT. EXTREME IMPACT.
Winchester Copper Impact® has a round for any big game hunt. Featuring the large-impactdiameter Copper Extreme Point and our largest selection of lead-free offerings.
EXTREME POINT® TECHNOLOGY + Large-impact-diameter Copper Extreme Point expands immediately upon contact to deliver massive knockdown power + Solid copper bullet design offers improved weight retention over standard jacketed lead-core bullets + Engineered boattail and extended ogive for high B.C. and improved accuracy at longer ranges
WHERE CAN I BUY WINCHESTER AMMUNITION? Visit Winchester.com to find a dealer near you! © 2022 Olin Winchester, LLC
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Contents MARCH/APRIL 2022
FIVE MINUTES WITH:
WHEN DEVELOPING PRODUCTS FOR WOMEN, IT HELPS TO ASK WHAT THEY REALLY WANT
GUNS 2022: A PREVIEW OF NEW MODELS
RIFLE GENIUS:
HOW MELVIN FORBES CHANGED THE INDUSTRY
SHOT Business | March/April 2022
CO LUMNS
FEA T U R E S
06 • EDITOR’S NOTE
24 • GUNS 2022 By Eve Flanigan
07 • NEWS BRIEFS 20 • FIVE MINUTES WITH
34 • RIFLE GENIUS By Richard Mann
22 • FYI
40 • STRONGER THAN EVER By Brad Fitzpatrick 46 • PRODUCT SHOWCASE By Slaton L. White
®
AMERICAN TACTICAL’S NEW
FXH-45DS DOUBLE-STACK 1911 PAGE 4
+
FEDERAL AMMUNITION CELEBRATES ITS 100TH ANNIVERSARY
22
FYI: MATCHING AVAILABLE TALENT TO AVAILABLE POSITIONS IS A JOB FOR A SPECIALIST
DEPA RTMENTS
THE SIMPLE TRUTH: A BRAND AMBASSADOR IS ALWAYS ON
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ON THE COVER
48 • WHAT’S SELLING WHERE
Cover image by American Tactical
50 • NEW PRODUCTS
FXH-45DS Double-Stack 1911
56 • THE SIMPLE TRUTH
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This issue’s cover brought to you by:
American Tactical Breaks the Mold With the FXH-45 Double Stack! When it comes to the world of 1911 handguns, not much has changed. Well, that was until American Tactical decided to get into the game. The Moxie 45 re-invented the 1911, and now they are doing it again with the FXH-45 DS (double stack). That’s right, American Tactical is now launching the first-ever, patented polymer-framed 1911 double-stack handgun. The FXH-45 DS is stacked with features and comes in either an officer (4-inch) or commander (5-inch) size barrel length. The FXH-45 is a semiautomatic single-action 1911 that has a 10 + 1 and a 14 + 1 magazine capacity, making it the highest-capacity 1911 on the market today. While the polymer frame with patented metal inserts comes standard with a built-in rail, the slide is made of 4140 steel to give the 1911 proper balance and a solid platform for the accuracy that is customary to the 1911 platform. American Tactical has kept all the things that make the 1911 platform great, but they’ve added in so many modern features. They have truly created a pistol that is not only fun to shoot and easy to handle, but one that really offers an ammunition capacity that is not typically seen in the world of 1911 handguns. Typical 1911 fans will relish in the customary beavertail and the ambidextrous safety, and yet they can now modernize their 1911 with a rail-mount light, red-dot optics, or even night sights. Weighing in at only 1.7 pounds without the magazine, the FXH-45 DS is an easy everyday carry pistol and will not feel heavy and bulky to
the user. Add in an adjustable trigger and a frame that will accept Glock front and rear sights, as well as being optic ready, and the FXH-45 DS tops the list of out-of-the-box bang for the buck. MSRP is only $499.95! If you are in the market for something different, then look no further than American Tactical’s FXH-45 DS. This is a gun that is sure to please and won’t break the bank! The FXH-45 DS will be available in May 2022. Check it out today at www.americantactical.us for more information!
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CHIAPPAFIREARMS.COM
A LOOK OUT OF THIS WORLD
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UNIQUE IN MORE WAYS THAN ONE The Chiappa Rhino Revolver Nebula features a distinct multi-color PVD finish that compliments this unique revolver.
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EDITOR’S NOTE
Pioneer Spirit
Staking out new territory isn’t for the faint of heart.
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ithout John Browning, we would have no 1911, no heavy M2 machine gun, no BAR, no Auto-5. Very few inventors in our industry have come close to what he conceived. This month, SHOT Business honors another firearms pioneer who essentially laid the foundation for the modern lightweight backcountry rifle. As Richard Mann relates in “Rifle Genius” (page 34), Melvin Forbes, a high school shop teacher from West Virginia, thought he could build a highly accurate bolt-action rifle that would weigh about 5 pounds but shoot like one that weighed 10 pounds. According to Mann, “Everyone he knew told him he was full of sheep dip, but Forbes quit his job and dove in with both feet.” Within two years, however, he had created the Ultra Light Arms Model 20, which set a high bar for synthetic-stocked, ultralight bolt-action sporting rifles. From the start, some critics, especially those devoted to rifles adorned with fine wood stocks, called his creation ugly. Such opinions may have been fueled by Forbes’ penchant for painting his stocks with rather bizarre camo patterns. But
folks who shot the rifle knew they had something special in their hands. David E. Petzal, Field & Stream’s longtime Rifles Editor, was an early convert to Forbes’ creation. I was a staff editor at Field & Stream back then, and when Petzal heard I was looking to upgrade my shooting game, he told me I needed to own one of these rifles. I called Melvin, swallowed hard when I learned what it would cost me, and took the plunge. That was 30 years ago, and I have never regretted that investment. It is by far the most accurate hunting rifle I own. So, having been a long-time owner, I thought I knew all about Melvin’s rifle. Not so. There is another entire aspect to the engineering that went into this design, one I had never considered. It demonstrates the depths to which Forbes went to create something truly revolutionary. On page 20 you’ll find an interview with Linda Powell, director of media relations at O.F. Mossberg. When Powell began her career in media relations she was one of only a handful of women in such a position. She says there were some struggles early on to be accepted in a male-dominated world. But overall, the industry embraced her, allowing her to grow personally and professionally. She quite naturally has some strong opinions regarding product design for women. “Women who hunt and shoot require the same performance features and quality in their gear and clothing as is built into men’s offerings. Manufacturing gear for women is not as simple as just downsizing or adding bright colors.” To achieve this goal, she says, “Ask women what their needs are; don’t schedule a meeting with a room of men to determine those needs!” Both Forbes and Powell are pioneers in their own ways, and each had to chart their own course. Our industry is better for their fortitude.
EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE GROUP MANAGING EDITOR w HILARY DYER ART DIRECTOR w TOD MOLINA ADVERTISING SALES TEAM w AUTUMN IFLAND w KEN BYERS w DON HARRIS w TOBY SHAW 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 is published six times a year: January/February, March/April, May/June, July/August, September/October, and November/December by COLE Publishing, Inc., 1720 Maple Lake Dam Road, Three Lakes, WI 54562 and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470-2359. All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Postage paid at Three Lakes, WI 54562 and at additional mailing offices. COLE Publishing is not responsible for researching or investigating the accuracy of the contents of stories published in this magazine. Readers are advised that the use of the information contained within this magazine is with the understanding that it is at their own risk. COLE Publishing assumes no liability for this information or its use. COLE Publishing assumes no responsibility for unsolicited editorial, photography, and art submissions. In addition, no Terms and Conditions agreements are recognized by COLE Publishing unless signed and returned by the Editor. POSTMASTER: Send address changes to: SHOT BUSINESS P.O. BOX 220, THREE LAKES, WI 54562. ADVERTISING: Advertising inquiries should be emailed to shotbusiness@colepublishing.com. No responsibility will be assumed for unsolicited materials. SHOT BUSINESS is a registered trademark of NSSF. Contents copyright ©2022 by NSSF. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher. MEMBER/SUBSCRIBER SERVICES: membership@nssf.org
Slaton L. White, Editor
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OU T R EA CH
Firearm Industry Inducts Six Leaders Into NSSF Hall of Fame
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he National Shooting Sports Foundation (NSSF), the trade association for the firearm industry, honored six new inductees to its Hall of Fame at the 2022 SHOT Show, recognizing them for their vision and leadership in strengthening the industry and expanding the shooting sports. Joe Bartozzi, NSSF President and CEO, and Robert Scott, Chairman of the NSSF Board of Governors, highlighted the contributions of five men and one woman in remarks made at the NSSF Members Meeting at the SHOT Show.
“Honoring past leaders and their accomplishments, while at the same time keeping our focus on the future, is something we all should do. Our industry, our products, our shooting and hunting activities, and our past leaders are part of America’s story and heritage. They deserve respect and praise,” said Bartozzi. “The contributions of these six inductees are directly linked to the success of this great trade show, the embracing of firearm ownership in America, and the enjoyment of the shooting sports,” said Bartozzi. NSSF unveiled the Hall of Fame and inducted the inaugural class of six at the 2020 SHOT Show. No Hall of Fame induction ceremony took place in 2021 when SHOT Show was conducted virtually due to the pandemic, so this year’s ceremony included Hall of Fame classes of three each for 2021 and 2022. The 2021 class of inductees to the NSSF Hall of Fame are Jack Durrett, Gerald “Jerry” Bersett, and Arlen Chaney. Durrett was a long-time firearm industry leader and member and Chairman of the NSSF Board of Governors during a critical and challenging time in industry history. He led Michaels of Oregon, as President, CEO, and Chairman. He provided energetic leadership during the challenging years of the late 1990s and early 2000s when the industry was chal-
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lenged by a flood of politically motivated lawsuits. He was instrumental in the creation of the Hunting and Shooting Sports Heritage Fund (HSSHF), which raised tens of millions of dollars to successfully fight those political lawsuits and safeguard the future of the industry. Bersett embarked on a career with Olin Corporation in 1965 from which he would rise to lead three of industry’s premier companies. With the absorption of Olin by the Winchester Group, Bersett would go on to become President of Winchester. He later became President and COO with Sturm, Ruger & Co., and then moved on to become President of the Blount Sporting Equipment Group. Standing sixfoot-six and with a deep voice, Bersett was a presence; he was a member and Chairman of the NSSF Board of Governors and board member of SAAMI, WMI, and CSF. Chaney served on the NSSF Board of Governors and was its Chairman from 1986-1994. Recognizing that the industry needed a major source of funding to promote hunting and shooting and counterattacks on the shooting sports, Chaney served on the original SHOT Show-creation committee. He nurtured the NSSF’s “Hunters Pay for Conservation” program distribution to over 100,000 schools and played a leading
Hall of Fame inductees (left to right) Gerald W. Bersett, Jack Durrett, and Alan Mossberg.
role in bringing the shooting sports to ESPN television. For 30 years, Chaney served the Blount Sporting Equipment Division, whose brands included CCI, Speer, RCBS, Outers, and Weaver. The 2022 class of inductees to the NSSF Hall of Fame are Alan Mossberg, Sue King, and JB Hodgdon. Mossberg successfully continued the legacy his grandfather Oscar began more than 100 years ago when he founded O.F. Mossberg & Sons—the oldest American family-owned-and-operated firearms manufacturer. Serving as the company’s President for more than half a century, his influence within the organization and across the industry has been widespread. He twice served as Chairman of the Board of SAAMI, provided extensive resources to many conservation and shooting sports organizations, and led the charge on advanced firearm safety initiatives. He was a recipient of NSSF’s Ken Sedlecky Lifetime Achievement Award. King spent decades enthusiastically promoting women’s shooting, and her efforts helped lay the groundwork for the extraordinary growth of women’s participation seen today. A Life Member of NRA, TSRA, NSSA, and WSSF, King served on the Board of Directors of NRA, TSRA, NSSA, and Katy Prairie Conservancy. Her many awards include the NRA
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NEWS BRIEFS Women's Freedom Award, Film Industry "Telly" for producing "The Perfect Sport For Women,” and Shooting Industry’s Award of Excellence. She was a founder and first Executive Director of the Women’s Shooting Sports Foundation, which introduced thousands of women to shooting and supported women's charities through events like the Ladies Charity Classic. Hodgdon has continued the legacy of Hodgdon Powder Company started by his father. He helped grow it into the preeminent supplier of gunpowder and replica blackpowder for handloading and muzzleloading enthusiasts. Hunting trophies from around the world in his home and in Hodgdon offices are a testament to his passion for hunting and shooting. He is a life benefactor member of the NRA, life member of the Kansas State Rifle Association, and member of Safari Club of America, Pheasants Forever, and Ducks Unlimited. He is also devoted to supporting youth involvement in the shooting sports. This prestigious group of 2021 and 2022 NSSF Hall of Fame inductees joins the inaugural class from 2020: Warren “Lefty” Page, legendary shooting editor at Field & Stream and former NSSF President; Harmon Williams, former President of Browning and member of the first NSSF Board of Governors;
NSSF Hall of Fame inductees (left to right) J.B. Hodgdon, Sue King, and Arlen Chaney. Charles Dickey, writer, wartime pilot, and early Executive Director of NSSF; Arnold “Rocky” Rohlfing, NSSF Executive Director who oversaw the launch of the SHOT Show; Bill Talley, Chairman of the NSSF Board of Governors, executive at Winchester and key player in creating the SHOT Show; and Ted Rowe, longtime industry leader, member of the NSSF, SAAMI, and World Forum on
Shooting Activities boards, and literally “the man who named the SHOT Show.” “The NSSF Hall of Fame reminds all Americans of the pride we take in our industry and the firearmowning community and what our leaders then and now stand for—the freedom to make, own and use firearms responsibly in America,” said Bartozzi. (nssf.org/halloffame)
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KICK’S INDUSTRIES, INC. 925 Waynesboro Highway | Sylvania, GA | 800.587.2779 www.kicks-ind.com
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COMPACT GRIP caliber
9MM LUGER capacity
12 ROUNDS
FULL-SIZE SLIDE barrel
4”
weight
24.4 OZ.
EVERYDAY CARRY. ELEVATED. Introducing the Taurus® G3XL—an all-new hybrid 9mm configuration painstakingly engineered to reach new heights in personal defense. Its full-size slide and 4-inch barrel contribute to longer sight radius, higher velocity and improved accuracy. While its compact, carry friendly grip aids in overall firearm concealment and comfort. The G3XL is purpose built without a manual safety to ensure a quick draw and fire under duress. A refined 6-pound trigger provides a crisp, clean break and short reset for quick, controlled follow-up shots. Our Limited Lifetime Warranty and industry leading customer service provide added peace of mind.
TaurusUSA.com
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Winchester Ammo Launches
T
arget shooting is one of the most popular and fastest-growing high school sports in the United States. This is not something a person hears every day, and neither is the fact that more than 60 million adults participate in the shooting sports each year, making it one of the most popular recreation activities in the country. Yet there are still
millions of individuals (young and old) who have never joined family and friends to participate in the variety of challenging shooting sports. That’s the impetus behind Shoot United, a dynamic initiative designed to promote all that’s wholesome and healthful about the shooting sports. It’s about time spent outdoors with family and friends; it’s about competition; and it’s about one of the most enjoyable and safe recreational activities in the country.
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“More people than ever before participate in target shooting and hunting,” says Brett Flaugher, president of Winchester Ammunition. “These sports are fun and appealing, and people need to hear the stories of how these activities have a positive impact on our lives and relationships. That’s what we plan to do. We’re going to share these stories with an even broader audience and continue to nurture a diverse participation.” Throughout 2022 and 2023, engaging content will be shared nationwide through mainstream
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media. Shoot United will also release content through its own digital and social platforms. The content is meant to entertain and inform and to foster a healthy and transparent dialogue. Grassroots events will be coordinated throughout the U.S., with the mission to drive awareness and introduce new participants to the sport. “Shoot United will be inclusive,” says Flaugher. “We want to bring shooting and responsible firearm ownership to as wide a variety of people as possible from all walks of life. We are committed to echoing these positive messages beyond our core audience and welcoming new people in. Winchester is wholly committed to this initiative, and we have high expectations that it will bring new energy and excitement to the shooting sports. As a world leader in delivering innovative products, Winchester is a brand built on integrity, hard work and a deep focus on its loyal customers. Shoot United is another example of our industry leadership.” To a newcomer, gaining shooting experience can seem to be an intimidating ordeal. Shoot United seeks to make the process a whole lot easier through a series of videos that can be found at shootunited.com. Topics include “The Four Rules of Firearm Safety” and “Common Practices,” the latter of which gives basic advice on how to conduct yourself at a shooting range. For instance, the video explains the meaning of the terms “going hot” and “going cold” that will be heard at a range — and how a shooter must react when they hear them. The videos are free of jargon that only experienced shooters will understand and are short, touching on the salient points quickly in an entertaining fashion.
Grassroots events will be coordinated throughout the United States for people to join, with the mission to drive awareness and introduce new participants to the sport.
(winchester.com)
The website (shootunited.com) contains videos specifically designed to help new target shooters gain experience.
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Leapers Launches New Line
E
stablished in 1992, Leapers, Inc., develops, manufactures, and distributes a wide variety of hunting and shooting sports products across a multitude of different platforms. What once started as a garage business is now a global enterprise headquartered in Livonia, Michigan. The four-building campus, encompassing more than 150,000 square feet, is not only home to the company’s in-house product design and development teams, but also houses the manufacturing facilities, indoor proving grounds, and an advanced order-fulfillment and distribution center. The UTG and the made-in-the-U.S.A. UTG PRO brands have gained wide market recognition across the globe, offering more than 700 SKUs. As part of the company’s celebration of its 30th anniversary, in 2022 Leapers will be introducing a new line of higher-tier products. “INTEGRIX is the culmination of integrated and intelligent design, R&D, and execution applied to a new generation of first focal plane and second focal plane optics,” said founder David Ding. “For 30 years we have listened to the
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voice of the customer, and we have learned from the experience. Quality glass achieves optimal performance when optical design and mechanical precision integrate seamlessly under strict tolerance control. When such standards are met at the manufacturing level, our customers benefit.” INTEGRIX will use German and Japanese lenses exclusively. Furthermore, each INTEGRIX optic will be multicoated for glare, reflection, and scratch resistance, and upon assembly will be inspected for concentricity as a whole. The end result is low aberration, optimized image quality, edge-to-edge sharpness, and high-contrast resolution. “We invite our customers to discover and be part of our momentum for the years to come as we continue our dedication and commitment to providing solution-driven hunting and shooting sport-oriented products and services,” Ding said. “Leapers, Inc. supports and promotes the hunting and shooting sports lifestyle with the utmost professionalism.” (leapers.com)
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MEET THE 30 SUPER CARRY Federal’s exciting new cartridge is designed with concealed carry in mind.
By Brad Fitzpatrick
O
ne of the most notable product introductions at SHOT Show 2022 was Federal’s new concealed-carry cartridge, the 30 Super Carry. The two most popular semiauto-carry cartridges are the .380 ACP and the 9mm Luger, but Federal engineers realized that both cartridge designs could be improved upon. The .380 ACP is a compact, light-recoiling round that’s suitable for new shooters, but the cartridge’s terminal ballistics are at the minimal threshold for effective personal defense. The 9mm Luger is the most popular carry cartridge today, but it’s not as compact as the .380 ACP. The 30 Super Carry was designed to bridge the gap between these established cartridges. Since it utilizes a smaller .312-inch bullet (the same used by the .327 Federal Magnum), the 30 Super Carry allows for a magazine capacity that is at least one more than a 9mm in single-stack magazines; furthermore, it holds at least two rounds more than most 9mm double-stack magazines. Guns chambered for 30 Super Carry can be built with a smaller grip circumference than 9mm guns, but the 30 Super Carry gives up nothing to the 9mm regarding terminal ballistics. In essence, the new 30 Carry carries like a .380, but hits like a 9mm. When Federal tested the new 100-grain 30 Super Carry HST load against its 9mm and .380 ACP HST loads, the results were telling. The 30 Super Carry load generates 347 foot-pounds of energy at the muzzle, which isn’t far removed from the company’s 124-grain HST load (which generates 381 foot-pounds of energy). And, that is far more than the 233 foot-pounds produced by the 99-grain .380 ACP HST load. The same 30 Super Carry load penetrates 15.5 inches through a heavy clothing barrier into gel versus 14.5 inches for the 9mm HST load and 9.95 inches for the .380 HST bullet. Federal and its sister companies are already offering no fewer than six different 30 Super Carry loads for target shooting and defense. The target loads currently offered include Federal American Eagle 100-grain FMJ (1,250 fps), CCI Blazer 100-grain FMJ (1,150 fps), and Remington UMC 100-grain FMJ (1,250 fps). Defensive loads include Federal Premium HST 100-grain (1,250 fps), Speer 115-grain
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Gold Dot (1,150 fps), and Remington 100-grain HTP (1,230 fps). Nighthawk is offering its President and GRP 1911 pistols chambered in 30 Super Carry, both of which will have a magazine capacity of 12 rounds. Smith & Wesson is also offering two new 30 Super Carry pistols: the M&P30 Shield Plus and the M&P 30 Shield EZ. Both hold two additional rounds of 30 Super Carry as compared to similar M&P9 9mm pistols. BLACKHAWK! and Uncle Mike’s offer holsters for 30 Super Carry handguns, RCBS is offering
dies, and Hoppe’s is launching a cleaning kit specific to 30 Super Carry pistols. There are millions of new gun owners in America, and many of them are looking for the ideal concealed-carry pistol. The introduction of the 30 Super Carry effectively bridges the performance gap between the venerable 9mm and the soft-shooting, easy-carrying .380. Federal may have just found the perfect formula for a personal defense cartridge. (federalpremium.com)
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Global Reach A relentless focus on product development helps make Hawke Optics a world leader in sport optics. By Slaton L. White
H
awke Optics, like many startups, began humbly, in a garage in the United Kingdom. Forty years later, Hawke has become a world leader in sport optics with a presence in 61 countries. It entered the United States in 2007 by establishing offices in Ft. Wayne, Indiana. Along the way, the company has expanded its dealer network from a few hundred to thousands across the globe. It has also tripled the size of its staff. Just how did Hawke accomplish this? “Our company is blessed with very dedicated owners,” says Kevin Sheehan, Hawke’s vice president of sales and marketing. “Over the past several years, we have invested heavily in new product development and the expansion of our sales force, as well as in advertising. Hawke products have always been great; we just needed a great staff of sales reps to spread the word, along with lots of advertising to inform consumers. Each year, we have added many new products as well as hundreds of new dealers. We are very proud of our brand, and the growth has been very exciting.” Hawke has a wide range of products — 118 riflescopes, 48 binoculars, 65 models of rings, spotting scopes, and rangefinders. Sheehan says this plenitude of product is a result of the company’s relentless focus on product development. “Our product development team is always working on something new,” he says. “Many of our innovations come from them. However, many of our new product ideas also have come from our customers and employees. The result is an extensive line of optics with a wide variety of magnifications, reticles, and features. We can meet the needs of just about any type of shooter. Some of our new products have been simple variations of existing products, such as a new magnification or reticle. Others, such as the new line of Sidewinder riflescopes, take years to develop. Our product development plan is constantly changing and is typically looking out three years. Launching new, innovative products is one of the most enjoyable parts of our work, and it has been a big part of our growth.”
The Sidewinder, by the way, is an on-target example of customer input. The new push/pull locking elevation turret has a “witness window” to ensure the shooter always knows which revolution the turret is on. “Many customers were asking for zero-stop turrets for our higher-end riflescopes,” Sheehan says. “In 2019, we introduced our patented Zero Lock ‘N’ Stop turrets in our Frontier 30 line, and they have been very popular. Some precision shooters, however, needed a quick way to get back to their zero, but didn’t want the stop. We developed the witness window for the Sidewinder, and it has been a very effective solution. “This feature is especially useful for shooters who like to dial out to longer distances and need to keep track of just how many revolutions have been made. As the elevation turret passes through each full rotation, the internal scale travels up or down and can be seen at a glance. Now, there’s no more uncertainty or lengthy click counting needed to get back to your original zero.” Another example of consumer input on Hawke’s product line is its extensive list of reticles. “Consumer demand has had a huge influence on the development of our reticles,” Sheehan says. “We sometimes joke that we are not an optics company, we are a ‘reticle’ company. There are so many different types of shooting, and a reticle that works great for a long-distance precision shooter is not necessarily great for a whitetail hunter. We are proud to offer a wide range from which to choose. In particular, many of our caliber-specific reticles, such as our .223/.308 marksman reticle and .22 HV LR and .17 HMR rimfire reticles, are very popular." Sheehan notes that along with innovation, Hawke is also known for quality, but quality that doesn’t cost a king’s ransom to own. He says this quality-price balance is baked into the company’s DNA: “Whether it’s our top-end Frontier 30 FFP riflescope for $1,100 or our Nature Trek monocular for $60, we are focused on quality and value. We develop our products with very practical features, and then we charge a fair price. We recognize that there are many good brands of optics, but you shouldn’t have to spend a fortune to get a great product.” Sheehan also says the company backs up its commitment to quality with a lifetime, no-fault warranty for consumers and dealers. “When the Hawke line of optics was developed many years ago, it was extremely important to our founder that the products be built with a very high standard for quality and durability,” he says. “Many of our scopes are used on magnum-caliber rifles, heavy-spring airguns, and crossbows. These can be very punishing on optics. We have to make sure the products are built strong, and we want our customers to know that we stand behind our quality. Knowing that they are covered for life brings them peace of mind.” (hawkeoptics.com)
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The Sidewinder 30 features a witness window, giving you an instant visual guide to the turret’s position.
The Hawke Airmax Compact scope is built to withstand the double recoil produced by spring-powered airguns.
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LEGAL DEFENSE FOR SELF DEFENSE
F
ounded by attorneys in 2009, U.S. LawShield protects and defends law-abiding gun owners from the legal fallout of using a firearm to defend themselves. “In the event of an emergency, our members have the peace of mind of immediate access to an Independent Program Attorney,” said Kirk Evans, president of U.S. LawShield. The company works with firearms dealers, instructors, and ranges to add value to members by providing gun owners education and knowledge on state-specific self-defense law. U.S. LawShield member Jack Wilson experienced that reassurance on December 29, 2019, during an attack at the West Freeway Church of Christ in Texas. Wilson was an armed civilian leader of the church’s security program when a gunman attacked his fellow churchgoers inside the sanctuary. “Within a matter of seconds, Jack stopped the killer and defended his friends and family through
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his life-saving actions,” Evans said. “Even though the parties involved did not treat him as a hero, Jack’s membership in the U.S. LawShield Legal Defense for Self Defense Program protected him from legal landmines the moment he fired his gun.” “Many people don’t consider the act of selfdefense a crime,” said Evans. “However, chances are good that all involved parties will be part of an investigation, and charges against either side may result. In an instant, you may have protected the ones you love, only to find your freedom is at stake — forcing you to find, retain, and pay for a criminal defense attorney. As a member of U.S. LawShield, you have immediate access to an Independent Program Attorney in your greatest time of need.”
BENEFITS OF U.S. LAWSHIELD MEMBERSHIP
An Independent Program Attorney will answer emergency calls from members any time of day or
night — whether at 3 a.m. on a holiday morning or during afternoon rush hour. Members speak with an actual attorney who provides critically important and timely professional advice with attorney-client privilege. “Imagine having all attorneys’ fees covered for self-defense,” said Evans. “U.S. LawShield coverage stands at the ready throughout the entire legal process. In some cases, the nightmare doesn’t end with acquittal in criminal court — there may be appeals, retrials, or even civil lawsuits. Uniquely, your U.S. LawShield membership is with you in both criminal and civil court. No matter how much time it takes to defend your liberties in the courtroom, we have your back. There’s no cap regarding attorneys’ fees.” U.S. LawShield membership covers all legal weapons. No matter what a person uses to defend themselves, they are covered. And while gun laws everywhere are constantly changing, ignorance of
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NEWS BRIEFS them is not an excuse. U.S. LawShield offers members state-specific members-only legal content not available anywhere else. “A major focus for U.S. LawShield is education,” said Evans. “We keep our members informed and empowered through our book series on gun laws, online resources, and in-person programs that feature experienced attorneys, firearms instructors, and self-defense experts.” Evans also notes that members receive discounts through a national network of more than 6,000 affiliate gun ranges, gun stores, and retailers.
with confidence, and protect them from potential injustices in the legal system after acts of selfdefense. The folks on our staff come from all walks of life, and we are all passionate advocates of the
Second Amendment who believe in the right to keep and bear arms.” (uslawshield.com)
CUSTOMIZED COVERAGE
With U.S. LawShield, members receive affordable coverage for as little as $10.95 per month, plus the ability to customize their plan with meaningful, affordable, and exclusive added benefits to fit their unique needs. Add-ons include Gun Owner Identity Theft Coverage, Multi-State Protection (available in certain states only), Minor Children Coverage, and Bail Bond & Expert Witness Coverage. “We call our mission ‘Preserving Freedom for Good,’” said Evans. “Through our program, we educate our members in self-defense law, empower them to handle critical, life-threatening situations
U.S. LawShield provides its members with a wide range of benefits, including legal advice.
Dealer and distributor programs available
ADVANCE WARRIOR, WITH SOLUTIONS.
advancewarriorsolutions.com
Rifle cases and backpacks for today’s modern warrior.
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NEWS BRIEFS
CORRECTION Dear Slaton White: Thank you for the coverage of Freedom Shooting Center in the January/February 2022 issue of SHOT Business. I would like to correct one error in the article. The article states that I was an instructor at Blackwater. That’s inaccurate. Al Clark, co-founder of Blackwater, was a mentor, and I did work with him as an instructor. But that was at Clark Consulting, which he founded after he left Blackwater. I was never an instructor at Blackwater. Yours truly, Skyler Thomas Managing Partner Freedom Shooting Center
NSSF
MARKETING & LEADERSHIP SUMMIT MAY 10-12, 2022
A must-attend FIREARM INDUSTRY super-conference!
Outside
AUSTIN TEXAS
Join the industry’s leading executives and marketing professionals for two days of insights, education, and more networking opportunities than ever before at the first-ever NSSF Leadership and Marketing Summit, May 10-12, at the Hyatt Regency Lost Pines Resort right outside Austin, Texas. Combining elements from two of NSSF’s most popular events, the Industry Summit and CMO Summit, this is an industry super-conference you don’t want to miss. Attendance is limited, so register today.
REGISTER TODAY NSSF.ORG/SUMMIT
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LEUPOLD LAUNCHES DELTAPOINT MICRO By Slaton L. White
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ver the past few years, the demand for compact self-defense handguns has exploded, and firearm manufacturers are scrambling to keep up with demand. When looking at the sales figures of these guns, savvy optics manufacturers see opportunity as well. That’s why Leupold & Stevens recently launched the DeltaPoint Micro, a fully enclosed low-profile red-dot sight designed specifically for concealed-carry and personaldefense firearms. Featuring a compact and revolutionary new design that is easy to conceal, the DP-Micro mounts directly to the rear sight dovetail and sits at the same height as factory iron sights. As a result, the red dot aligns with the front sight, delivering rapid target acquisition and improved accuracy. “As our team designed the DeltaPoint Micro, they knew it needed to be three things: low-profile, easy to use, and tough as nails,” says Tim Lesser, vice president of product development. “I believe it delivers on all counts. No red dot on the market is more compact. Its low height to bore replicates the same sight plane that iron-sight shooters are used to, which allows for intuitive target acquisition. In addition, it delivers the legendary rugged performance that Leupold consumers expect.”
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Lesser also says the DP-Micro features Leupold’s Professional-Grade Optical System, which provides unmatched light transmission and glare reduction for a clear image in harsh, direct light. And, the red dot mounts quickly and easily to the factory rear sight dovetail for co-witnessing the front sight, eliminating the need for aftermarket rear iron sights. Building such a compact sight required Leupold designers to overcome some design challenges, the biggest of which was space. “Yes, the biggest challenge was space,” says tactical product line manager John Snodgrass. “We had to configure the necessary amount of electronics, battery, and other adjustments in a compact package.” Snodgrass adds that Leupold embarked on this project for two reasons: first, they saw a market opportunity because of the number of sales of compact self-defense handguns; second, Leupold customers were asking for just such a product. “We recognized a market opportunity for an easy-to-install sight that was a great value and would operate on older pistols that were never designed for red-dot sights, such as the early Glocks and S&W M&P pistols. We also knew there would be demand for a red-dot sight for
many of the new subcompact pistols that are popular for concealed carry self-defense. The DeltaPoint Micro provides shooters that may want or need to transition to a red dot the opportunity to do that with pistols they already own without having to have the slide modified or significantly change the way they present the pistol. “At the same time, the consumer market was asking for enclosed systems that aren’t as susceptible to environmental factors and smaller sights that would fit subcompact carry guns. With the DeltaPoint Micro, we delivered an affordable and ruggedly reliable solution that is proudly designed, machined, and assembled in the United States.”
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NEWS BRIEFS As Snodgrass notes, the DP-Micro is designed to fit non-MOS Glocks and S&W M&Ps. But Leupold intends to expand the line as quickly as is possible. “We’re working on new designs and innovations,” he says. “Dealers can rest assured that the DP-Micro will be a family of products that will cover a broad range of firearms and uses.” Leupold has always been proud of the durability of its products, whether a riflescope, spotting scope, or rangefinder. To ensure that durability, the company puts its products through a torture test known as the Punisher. The Punisher simulates a lifetime of use by replicating three times the recoil of a .308 Winchester cartridge. Before moving to production, each new design must survive 5,000 impacts in the Punisher and still perform to Leupold’s legendary standards. Battery life has been an issue with some red-dot sights, but Leupold believes that will not be an issue with the DP-Micro. “The CR1632 battery required for the DP-Micro will survive 3.5 years of constant runtime on a medium brightness setting,” Snodgrass says. “It is supported by Leupold’s Motion Sensor Technology, which puts the sight into sleep mode to prevent battery drain after five minutes of inactivity. It reactivates the sight upon movement.” But, in the case of battery failure, the DP-Micro serves as its own backup sight. “If the battery dies or you experience some sort of failure, the DeltaPoint Micro can be used like a ghost-ring sight,” he says. “By putting the front sight in the bottom-third of the window and using the two milled holes on the back to align with the front sight, you’ll still be able to get on target fast,
without adjusting grip or presentation. When it comes to personal protection, you don’t want to leave anything to chance—and the DP-Micro doesn’t.” Leupold believes consumers are on board, but what about its dealers? “Demand has been through the roof, and most dealers are ecstatic to have a product on the shelf that is such a great value, easy to install in the shop, and easy to package with the carry/defense pistols that are so popular right now,” Snodgrass says. As a last selling point, Snodgrass says the DeltaPoint Micro is waterproof, fogproof, and guaranteed to perform for life. The DeltaPoint Micro is 2.25 inches in length, 1.25 inches in height, and weighs only 1.1 ounces. DiamondCoat II scratch-resistant lenses ensure it stands up to the roughest conditions, and a fully enclosed LED provides complete protection from the elements. SRP: $399.99. (leupold.com)
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by robert FIVEa sadowski MINUTES
WITH ... By chance, and after several false starts, she landed at Remington Arms as the administrative assistant to the public relations department. Though Powell lacked knowledge of the industry and of Remington’s products, she was determined to succeed. She became an expert shot and hunter, and in doing so realized she had found her passion in life, a passion that has allowed her to hunt in Russia, Africa, and South America, as well as across the United States and Canada. After 15 years at Remington, opportunity beckoned once more and she moved to Mossberg as director of media relations.
SHOT business: What do you see as the biggest challenges facing the firearm industry in the next five years?
Linda Powell, Director of Media Relations, O.F. Mossberg
Market Opportunities When developing products for women who hunt and shoot, it helps to ask them what they really want.
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inda Powell, a native of North Carolina, went to college hoping to study genetics and research. She ended up becoming a nurse. But after 14 years in the medical field, she realized that particular career path did not really challenge her. So, she decided to pursue new opportunities, though she wasn’t quite sure just what those opportunities were.
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Linda Powell: Currently, the biggest challenges are on the manufacturing side, from the availability and cost of raw materials and parts to building sufficient firearms to maintain inventory at the retail level. The demand over the past 18 to 24 months has also limited the ability to introduce new firearms due to manufacturing capacity limits and raw material and parts availability. Determining when to introduce a new product has become more challenging. Ideally, a company will have inventory on hand, ready to ship when a product is launched. It’s difficult to stop or reduce production of core products to begin production of a new firearm when demand is so high for existing products. To address these issues, Mossberg began focusing on lean manufacturing. In fact, we started this process over two years ago. The result has been the ability to increase production nearly two-fold without significant capital expenditures. We’re simply looking for ways to streamline the steps throughout production, warehousing, and shipping. From a sales perspective, our team has also focused on planning production based on sales forecasts. Our RSMs (Regional Sales Managers) work closely with dealers, retailers, and wholesalers to determine trends in the marketplace and to meet seasonal demands. SB: What opportunities do you see? LP: With the addition of millions of new gun owners over the past two years, our industry should be embracing these first-time buyers. We need to welcome them into the shooting-sports and hunting world. We also need to provide education and opportunities to go afield. Sb: When you get up in the morning, what gets you excited about working in the industry?
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by slaton l . white
lp: It is a blessing to work in an industry that also feeds your passion. I love hunting, plinking at the range, and the outdoors. And this industry is such a closely knit, extended family—even competitors. So, every day I am working with friends who share the same passions. Equally important is that I love representing Mossberg. From the moment I walked into the company’s headquarters in North Haven, Connecticut, over 10 years ago, I knew that I had found my new home. It’s refreshing to work for a family owned and operated company that values its employees and its customers. The Mossbergs’ philosophy from day No. 1 was to build feature-rich firearms at an affordable price so everyone can enjoy the traditions of the shooting sports. SB: When you began your career in media relations at a major firearm company, you were one of only a handful of women in such a position. Did you feel like a pioneer at the time? What were the main challenges? lp: When I began my career in 1996, there were very few women working in the outdoor industry, and particularly not in high-visibility roles. There were some struggles in the early years. Primarily, these were comments such as “a woman shouldn’t be in my role (PR/media relations) representing the company” or that “I wasn’t capable of performing the job requirements (hunting/shooting).” What I discovered was that there were many, many more supporters, internally at the company and in the industry, who encouraged, mentored, and supported me. The opportunities, I found, were
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unlimited. This industry has embraced me and allowed me to grow personally and professionally. I don’t know that I consider myself a pioneer, but I do hope that I have served as a role model for other women coming into the industry.
lp: As an industry, we have made great strides, but we still have room to improve. Women who hunt and shoot require the same performance features and quality in their gear and clothing as is built into men’s offerings. Manufacturing gear for women is not as simple as just downsizing or adding bright colors. From a firearms perspective, Mossberg continues to be a leader in offering youth models that are scaled to fit smaller-stature adults and younger shooters. We also offer shotguns and rifles that feature LOP (length of pull) and comb height adjustability, which allows an individual to custom fit their gun. To connect with women who hunt and shoot, companies should hire and promote more women into high-visibility roles; connect with women through their marketing and social media efforts; support organizations that educate women in the hunting and shooting sports; and build products that meet the needs of women. Ask women what their needs are; don’t schedule a meeting with a room of men to determine those needs! (mossberg.com)
SB: A generation ago, media relations meant dealing mainly with print journalists and occasionally TV personalities. With the explosion of digital media, that’s all changed. How do you keep up with the evolving digital landscape? And how does that change Mossberg’s marketing efforts? lp: The marketing landscape has changed and continues to evolve. Companies today should have a multi-prong approach to marketing, ensuring that they are reaching their customers and any potential customers. Mossberg’s marketing plan incorporates print, social media, and digital assets, and we continue to explore ways to connect with our customers. The key is to not lose sight of your core customer and their needs while still reaching out to those newcomers to the industry. In addition to looking for new trends, I think one of Mossberg’s greatest assets is our sales team. They are in the field every day interacting with customers, dealers, range personnel, and others. Their feedback is critical to our marketing efforts. SB: The industry is seeing more women enter the shooting sports and taking up hunting. Do you think the industry is meeting their needs regarding product and messaging?
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by robert by shannon farlow FYI a sadowski
pursue her long-time passion for firearms and focus on the shooting sports industry. “There was a real need for a niche recruiting firm, someone who specialized in that industry and that listened to their customers and spent the time getting to know people,” she says. “I could not be happier. It’s just a wonderful culture to be a part of. I absolutely love the people.”
Unique Recruiting Challenges
PHOTO COURTESY OF NSSF
For more than a decade, the team at HeadHunters NW has succeeded in bringing together numerous companies and top-tier talent. The best candidates are those that demonstrate a passion for the shooting sports.
A Passion for Recruitment Matching available talent to available positions is a job for a specialist.
T
he historic demand for firearms and ammunition over the past two years has sent many companies scrambling to beef up their staffs. These manufacturers and distributors often rely on professional search firms and staffing agencies, and when shooting sports companies need to fill an executive-level position, they turn to Shaylene Keiner.
The long-time recruiter is president of HeadHunters NW, an executive recruiting firm based in Edgemont, South Dakota, that focuses exclusively on shooting, hunting, and the outdoors. For more than a decade, Keiner and her team have succeeded in bringing together numerous companies and top-tier talent.
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The firearms industry has always stood apart for a variety of reasons. Recruiting talent within the industry—and bringing new talent into shooting sports—comes with its own peculiar set of challenges. “It’s very unique because you’re looking for people who are top professionals in their craft,” Keiner says. “You’re also looking for people who are accepting of the firearms marketplace. It wouldn’t be a very good result if we recruited people who were not a good fit culturally or aligned politically to some extent.” Keiner has witnessed several changes over the years. People switch companies and jobs more frequently now. Hiring decisions are often made through text messages and emails. It can be increasingly challenging to recruit highly qualified candidates into the shooting sports industry. “There are still plenty of us who would do anything to work for one of the premium firearms manufacturers. We all ooh and ah about the excitement of that, but it is difficult because we do receive more people telling us they just aren’t really comfortable working for a firearms manufacturer, an ammunition manufacturer, or a distributor,” Keiner says. “It’s not in our circle
Global Corporate Experience Keiner began her career at a global corporate recruiting firm in Lake Oswego, Oregon, where she focused on the accounting and finance sectors. It was an excellent opportunity to hone her skills and gain experience working with C-suite executives. However, Keiner soon found that she couldn’t spend the amount of time she wanted building strong relationships with individual clients. In 2004, Keiner took the plunge and launched her own recruiting agency. She continued to concentrate on accounting and finance clients in the Pacific Northwest. When the Great Recession hit in 2008, the demand for corporate recruiting in the financial sector disappeared almost overnight. Keiner reassessed her business plan and changed paths. She decided to
Shaylene Keiner is president of HeadHunters NW, an executive recruiting firm that focuses exclusively on shooting, hunting, and the outdoors.
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per se, but when we’re constantly recruiting people from outside our industry who match the skills we’re looking for, those tend to be the people who are more leery now than they used to be. I think this has a lot to do with our political climate.”
In recent years, Keiner has witnessed a growing number of women moving into the shooting sports industry.
A Passion for the Industry The professionals that Keiner and her team at HeadHunters NW bring into the industry are often firearms and shooting sports enthusiasts. Many are lifelong shooters and hunters who enjoy using the products. “When they do make the leap, they find that we are truly a family, and that even though we’re competitors, we reach out and pull up our rivals to help them,” Keiner says. “They are really shocked at how much camaraderie there is and what a sense of belonging they feel. Compared to other industries, it’s very unique.” In recent years, Keiner has witnessed a growing number of women moving into the shooting sports industry. At the same time, she is also seeing increased opportunities for women in leadership roles.
“We have placed probably as many women as we have men over the last year in the industry. It’s becoming more and more common,” Keiner says. “They’re wonderful. I adore them. They’re all great. Our firearms industry is evolving, and the women are evolving with it. These are high-level professionals, and they’re helping companies make profits.”
NSSF Career Center The team at HeadHunters NW frequently relies on the NSSF Career Center (nssf.org/jobs) to
help connect companies with ideal candidates. They regularly post advertisements on the jobsearch site. “We really appreciate the NSSF job board. We like to drive people to the site so they know there is a place in our industry where you can go and find a wide variety of jobs,” Keiner says. “It is a very good tool for people already in our industry or those looking to work here, and it’s available to anyone.” (headhuntersnw.com)
Your Fight Is Our Fight
PRESERVING OUR VALUES
PROTECTING OUR RIGHTS
SUPPORTING YOUR FIREARM BUSINESS
From the largest manufacturers to the smallest retailers, NSSF® fights to preserve our legacy and secure our future as a critical member of American industry. We fight with resources that promote legal gun ownership. We fight with initiatives that educate the public about responsible firearm ownership and safe participation in hunting and the shooting sports. And we fight on Capitol Hill and in state capitols nationwide—right alongside you—to ensure your ability to operate as a lawful and important business in your community is not infringed.
NSSF.ORG/ MEMBERSHIP
DON’T STAND ON THE SIDELINES. JOIN THE FIGHT BY JOINING NSSF TODAY. NSSFPatriot_halfpage.indd 1 ❚
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GUNS by Eve Flanigan
2022
The unprecedented demand for firearms over the past two years has strained manufacturing capacity. Nevertheless, in 2022 retailers will see new models.
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f there’s a term that can describe the industry’s focus in the past year, it’s “supply chain issues.” These range from the availability and cost of raw materials and parts to building sufficient firearms to maintain inventory at the retail level. That’s one reason retailers saw so few new products released in 2021. It’s difficult to stop or reduce production of core products to begin production of a new firearm when demand is so high for existing products. But in 2022, retailers will begin to see more new models hit the market. Many of these will be line extensions, but there are a few surprises that should whet the appetite of your customers. Here are some of the highlights.
RIFLES BROWNING
Browning is introducing two new line extensions of its popular X-Bolt Series. The X-Bolt Mountain Pro sports a carbon-fiber stock that lightens the package. The barrel includes a muzzle brake and thread protector. Weather resistance is given consideration via the stainless-steel receiver, available in two Cerakote finishes. It also has a Picatinny rail for a bipod. SRP: $2,479.99-$2,499.99. The X-Bolt Speed gets the company’s OVIX camo with smoked bronze Cerakote finish. Its fluted, sporter-contour barrel is threaded. Browning includes both a thread protector and a muzzle brake with purchase. SRP: $1,339.99$1,379.99. (browning.com)
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BUSHMASTER
The Bushmaster 450 is a gas-driven carbine. As the name implies, it’s chambered for the company’s straight-walled namesake big-game cartridge. The Bushmaster 450 has an A2-style stock and grip, 14-inch free-floating BFI rail, and M-Lok handguard. A Snake Charmer muzzle brake is included to tame recoil. The trigger is a two-stage DM2S. It ships with a five-round aluminum magazine. SRP: $1,329.99. (bushmaster.com)
CADEX DEFENSE
Cadex Defense is a chassis-gun manufacturer based in Quebec. Its U.S. civilian market headquarters is in Phoenix, Arizona. In 2022 it will offer new additions to its family of long-range precision rifles. The CDX-SS Seven S.T.A.R.S. (Sport and Tactical Application Rifle System) Pro is designed for precision-match competitors. As such, it features a skeletonized stock with almost unlimited adjustability, a 16-inch Bartlein barrel, a futuristic-looking receiver equipped with an adjustable magazine catch, and numerous other upscale features. Several brilliant Cerakote finishes will be offered. Chamberings will include .223 Rem., 6BR, 6 DASHER, 6 Creedmoor, 6.5 Creedmoor, 6.5x47 Lapua, and .308 Win. (cadexdefense.com)
CHRISTENSEN ARMS
The Scout series is a lightweight version of the company’s Ridgeline rifle. Each field-ready Ridgeline Scout has a free-floated, stainless 16-inch barrel wrapped in carbon fiber. A threeprong flash hider sits over the suppressor-ready threads. The action is topped by a 0-MOA rail, and the rifle also has a large, skeletonized bolt handle and a TriggerTech flat-shoe trigger. An AICS-compatible detachable magazine is included. The rifle comes with a sub-MOA guarantee. Available in .223 Rem., 300 Blackout, 6.5 Creedmoor, and .308 Win. SRP: $2,199. (christensenarms.com)
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PRODUCT FEATURE
GUNS
CZ-USA
The new 600 Series of rifles includes four models, covering a wide range of stock materials, barrel profiles, action lengths, and cartridge combinations. User-friendly options include an adjustable trigger, 60-degree bolt throw, and the ability to swap caliber without a gunsmith, using an optional conversion kit. Since reliability was a vital consideration, CZ selected the controlled-round feed design for cycling consistency. A quiet, two-position safety complements this action. The 60-degree bolt throw increases clearance between the bolt and optic, allowing for larger scopes. In addition, it cycles considerably faster than traditional designs. All models use an oversized bolt knob for improved control with gloved hands. There are four models: Alpha, Lux, Range, and Trail. The Alpha has an aluminum receiver and black soft-touch synthetic stock. Chamberings range from .223 Rem. to .300 Win. Mag. Classic wood furniture dresses up the Lux. It includes a steel receiver, wooden stock with Schnabel tip, and an oversized wooden bolt knob. The Lux is chambered for four popular hunting cartridges from .223 Rem. to .300 Win. Mag. The Range model features a steel receiver, heavy barrel, and laminate wood stock with a tool-less height-adjustable cheekpiece and is chambered in .308 Win. and 6mm. The Trail is a super-lightweight rifle built with an aluminum receiver, polymer chassis, and aluminum forend with an M-Lok interface. The Trail is chambered in .223 Rem. or 7.62x39 and uses AR-15 or Bren 2 magazines. It also features familiar AR-15 controls (safety and mag release). SRP: $749-$1,119. (cz-usa.com)
HECKLER & KOCH
H&K may just have the year’s most notable fun-first entry with a rifle variant of its venerable MP5 — chambered in .22 LR. The guns are made in partnership with Umarex of Germany and distributed via HK’s USA headquarters. The MP5 22 sports a barrel sleeve to lend the classic MP5SD look, sans the expense and recoil of the original submachine gun. It’s also suppressor-ready. SRP: $479. (hk-usa.com)
NOSLER
The new Model 21 is a feature-rich production firearm that has the feel and performance of a custom build. The heart of the rifle is a new Model 21 action, which has been designed in collaboration with Mack Brothers, a South Dakota shop with a growing reputation for building some of the finest rifle actions in the industry, including their popular EVO action. The Model 21 blends the best features of the EVO with unique Nosler-engineered customizations, delivering a solid foundation for peak performance right out of the box. Another key feature is a spiral, fluted, one-piece nitride-coated bolt made of 4340 chrome-moly steel. In addition to a sleek look and nearly effortless functioning, the fluted design provides a reduction in weight and helps to channel debris, preventing the bolt from jamming in environments where dirt and sand are an issue. In line with the M21 action’s practical design philosophy, the bolt’s upgraded M16-style extractor and fire-control group feature tool-less takedown. Top-of-the-line components that round out the Model 21 rifle include a crisp, single-stage TriggerTech Field model trigger (user-adjustable to a pull weight of 2.5 to 5 pounds) and top safety. A Shilen match-grade barrel with a threaded muzzle is hand lapped for the ultimate in bore smoothness, and the lightweight synthetic carbon-fiber stock shaves weight off the complete build while providing extreme durability. Popular chamberings will include 22 Nosler, 6.5 Creedmoor, 6.5 PRC, 26 Nosler, 27 Nosler, .280 Ackley Improved, 28 Nosler, .308 Win., .300 Win. Mag., 30 Nosler, 33 Nosler, and .375 H&H. SRP: $2,495. (nosler.com)
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SAVAGE ARMS
A new left-hand version of the 110 UltraLite is made in collaboration with Proof Research. The 22- or 24-inch barrel is carbon-fiber-wrapped stainless steel; the stainless receiver is melonite-treated and skeletonized for weather resistance and weight reduction. The rifle also has Savage’s AccuFit stock and the adjustable AccuTrigger. Available chamberings include .308 Win., 6.5 Creedmoor, .280 Ackley, .270 Win., .30-06., .300 WSM, 6.5 PRC, and 28 Nosler. SRP: $1,595. (savagearms.com)
WINCHESTER
The Rifleman’s rifle is now more equipped than ever to tackle extreme conditions. The Model 70 Extreme Hunter Strata MB features a rigid Bell and Carlson synthetic stock with a sculpted cheek piece. The TrueTimber Strata camo finish pairs nicely with the FDE-colored Cerakote on the receiver and barrel. Other features include a threaded muzzle with brake and a Pachmayr decelerator recoil pad. As usual, the pre-’64-style controlled-round feed and claw-extractor bolt design makes this action incredibly reliable. SRP: $1,679.99-$1,719.99. The XPR Extreme Midnight MB sports the new TrueTimber Midnight pattern on its rigid composite stock. Tungsten Cerakote gives the fluted barrel and receiver a stylish, corrosion-resistant coating to handle extreme conditions. This new model also features a radial-style muzzle brake that will reduce recoil. SRP: $769.99. (winchesterguns.com)
shotguns AMERICAN TACTICAL
The Bull Dog, imported from Turkey, is a semi-automatic 20-gauge tactical shotgun. Features include quick-acquisition flip-up sights, AR-style charging handle, adjustable cheek rest, and Picatinny and M-Lok rails. In addition, the Picatinny cut out on the lower can house a spare magazine, and that spare can be used as a foregrip. The gun ships with three choke tubes. SRP: $469.99. (americantactical.us)
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PRODUCT FEATURE
GUNS
BROWNING
The legendary Citori 725 receives its annual upscale presentation in the form of the limited-edition Citori 725 Sporting Medallion High Grade. The blued receiver sports extensive engraving with gold highlights, and the stock is a gloss-finish Turkish walnut with cut checkering and an engravable inlay. This 12 gauge is offered with a choice of a 30- or 32-inch barrel. A hard case and five extended choke tubes are included. SRP: $7,069.99. Among other new Citori variants is the Hunter in Grades I and II. Both grades of this over/under have a gloss-blued barrel and Inflex recoil pad. The Grade I receiver is also gloss-blued with gold-enhanced metal work. It has a satin-finish Grade I walnut stock. The Grade II has a silver nitride-finish receiver with metal work and a Grade II or III walnut stock. Both are offered with 26- or 28-inch barrels in 12, 16, 20, and 28 gauge as well as .410 bore. SRP: $2,069.99-$2,139.99, Grade I; $2,269.99-$2,339.99, Grade II. The Maxus II will also see an upgrade. The Maxus II Ultimate sports an oil-finish Grade III Turkish walnut stock, nickel-plated receiver with satin finish, and all-new scroll engraving. A new Inflex recoil pad (with spacers) has been added. Comb drop is adjustable. It also has a new screw-on forend cap for easy disassembly, fiber-optic front sight, and an ivory mid-bead. Many of its steel components are nickel Teflon-coated for protection and lubricity. SRP: $2,059.99. (browning.com)
MOSSBERG
Mossberg shakes things up this year with the addition of two new pump-action 590S models, based on its established 500 tactical series. The new 12-gauge defense guns are ground-breaking in that they’re capable of cycling 1.75-, 2.75-, and 3-inch shotshells interchangeably, in any combination, without the use of an adapter. The series includes two full-length stock options and two versions of the bird’s-head-gripped Shockwave. The full-length 590S has an 18.5-inch barrel with a front bead sight and corncob forend. The 20-inch version has an adjustable ghost-ring sight, AccuChoke-compatible barrel, and M-Lok forend. SRP: $605-$708. On the compact bird’s head-gripped Shockwave 590S, there’s a choice of 14.3- or 18.5inch barrel length. It has a front bead sight and a strapped, corncob-style forend. SRP: $605. Capacity on any 590S ranges from 4+1 to 12+1, depending on barrel length and shell size. Overall lengths range from 30.75 to 41 inches. On the waterfowl side of the Mossberg house are two new guns that borrow from the company’s 940 JM Pro shotguns. The 940 Pro Waterfowl series has a base-model 12 gauge with a 28-inch vent-rib barrel, Hi-Viz TriComp fiber-optic front sight (with interchangeable triangular and round LitePipes), and an AccuChoke-compatible X-Factor ported choke tube. Metal surfaces are finished with brown Cerakote to complement a TrueTimber Prairie camo stock and forend. It also has aggressive texturing on the forend and stock, sling-swivel studs, a drilled-and-tapped receiver, and an ambidextrous safety. Capacity is five rounds. SRP: $1,050. The Snow Goose edition of the 940 Pro Waterfowl line also has a 28-inch barrel and an extended magazine tube that holds up to 12 23⁄4-inch shells. It has an extended X-Factor ported choke tube that’s compatible with other AccuChoke tubes. There are two available barrel finishes: Battleship Gray Cerakote and Viper Snow camouflage. SRP: $1,120. (mossberg.com)
SAVAGE ARMS
Savage is adding a personal-defense model to the Renegauge line. The Renegauge Security is a 12 gauge that, like others in the line, uses the Dual Regulating Inline Valve (D.R.I.V.) system to ensure reliable cycling of shells from 23⁄4 inches to 3-inch magnums with no gas adjustments required. Barrel length is 18.5 inches and magazine capacity is six. Oversized controls help function in low-light conditions, and length of pull, comb height, heel/toe drop, and pitch can all be changed to suit the needs of individual users. SRP: $1,499. (savagearms.com)
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GUNS
WINCHESTER
Now offered in Mossy Oak DNA camouflage, the SX4 Universal Hunter comes complete with a drilled-and-tapped receiver to mount optics and a TruGlo long bead fiber-optic front sight. The proven Active Valve Gas System allows for consistent and reliable cycling, from light field loads to heavy magnum waterfowl and turkey loads. The oversized bolt release and large bolt handle make operation easy, even while wearing thick gloves. Available in 12 and 20 gauge. SRP: $1,149.99. Pump guns are often considered utility guns, but the SXP Universal Hunter goes above and beyond the usual expectations. The Mossy Oak DNA camo finish is durable and offers full coverage all season long, and the receiver is drilled and tapped for Winchester scope bases and rings. Includes three InvectorPlus choke tubes, Truglo fiber-optic sight, Inflex Technology recoil pad, and sling-swivel studs. Available in 12 and 20 gauge. SRP: $509.99. (winchesterguns.com)
handguns
AMERICAN TACTICAL
When introduced in 2020, the FXH-45 Moxie boasted a patented polymer frame with two metal inserts for added stability and durability. It also featured a 4140 steel slide with a Parkerized finish. The frame was built to have an ergonomic feel with built-in finger grooves. For 2022, this model will be joined by the new, slightly smaller FXH Moxie 1911 Commander in .45 ACP. The polymer frame has black polymer grips, and the slide is phosphate finished. Comes with one eight-round magazine and front and rear sights. Barrel length is 4.25 inches and weight is 1.2 pounds without the magazine. Available in black or FDE. SRP: $459.95. (americantactical.us)
BOND ARMS
A leader in the derringer space, Bond has found success with an economical interpretation of an existing design. The Roughneck series of derringers are similar in appearance to the well-known Bond Arms Backup models, but are more affordable. For 2022, the Roughneck will be available in a recoil-friendly .380 ACP. The very concealable gun has a barrel length of only 2.5 inches. SRP: $269. (bondarms.com)
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PRODUCT FEATURE
GUNS
CABOT GUNS
A boutique 1911 manufacturer known for memorable handguns, Cabot Guns is adding the new Apocalypse model to its list of exclusive hardware. This 1911 is built as a dedicated self-defense gun. A Damascus finish on the deeply etched steel slide ensures that each Apocalypse pistol has a unique appearance. Buyers can select a Government or Commander size and opt for 9mm or .45 ACP chambering, a standard or threaded barrel, and standard- or suppressor-height sights. Cabot has engineered a low-set optics mount that allows for a solid optics mount that accommodates a lower-third co-witness with the standard sights. There is a 12- to 18-month waiting period for this made-to-order firearm. Every Cabot Gun carries a sub-1.5inch group at 25 yards accuracy guarantee. SRP: starts at $7,495. (cabotguns.com)
CZ-USA
Competition-specialized pistol line extensions are on trend, and CZ-USA is no exception with the P-10 F, the latest addition to the popular P-10 striker-fired handgun series. The P-10 F is made for fast, flat shooting, with a long slide that has numerous lightening cuts. Apex Tactical components are featured heavily throughout the P-10 F, and CZ adopted its extended magazine catch, extended slide stop, and back-slide cover to the new model. The trigger is sourced from HB Industries. Gold-tone accents are found on the barrel, trigger, and magazine base. SRP: $999. (cz-usa.com)
HECKLER & KOCH
A new MP5 .22 LR pistol clone is chambered in .22 LR. It has a blowback-style action fed by a 10- or 25-round magazine. The barrel is 8.5 inches long. In essence, it’s a fully functional submachine pistol, like the MP5/SP5 with a buttcap. SRP: $479. (hk-usa.com)
MOSSBERG
The MC2sc, a subcompact version of the MC2, follows the popular trend of robust capacity (11+1 or 14+1) for concealment-friendly, polymer-frame, striker-fired guns. The slide is stainless steel with a black DLC finish, and the barrel is 3.4 inches long. The three-dot sight system is snag-free but ready for co-witness with compatible optics. Optional equipment includes Truglo tritium sights and a crossbolt safety. Ten-round magazine packages are also offered. SRP: $556. (mossberg.com)
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PERFORMANCE COUNTS
THE OPERATOR IS BACK CALIBERS
OP1000BT ( .308)
OP1500 ( .223)
BARREL
16" CHROME LINED, 1:10 TWIST
16" LIGHTWEIGHT CHROME LINED
WEIGHT
8.2 LBS
6.4 LBS
LENGTH
34.5" RETRACTED
33" RETRACTED
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PRODUCT FEATURE
GUNS
ROCK RIVER ARMS
Though the STK 100 striker-fired 9mm uses the same 17-round mag as a Glock 17, it’s the only aluminum-frame striker pistol on the market. Like many other recent releases, this one has a long slide over a 4.5inch barrel and is marketed as a competition gun. It has a black anodized finish, and the low bore axis, fairly straight grip angle, integral beavertail, and large lightening cuts of the STK 100 make for a flatshooting platform. SRP: $599. (rockriverarms.com)
SAR USA
The American subsidiary of longtime Turkish weapons manufacturer Sarsilmaz, SAR USA, is releasing the SAR9 Compact. As the name implies, this is a compact version of the company’s popular full-size SAR9 pistol, chambered in 9mm Luger. The striker-fired, polymerframe gun ships with 15-round magazines (10-round mags are offered for restrictive jurisdictions). Three choices of interchangeable backstrap/side panels are included. Components include a hammer-forged barrel with recessed crown and a black-oxide slide. There is also a stainless-steel slide option. The SAR9 design has a low bore axis for recoil minimization. SRP: $452, black; $484, stainless. (sarusa.com)
SCCY FIREARMS
The DVG-1 is a striker-fired pistol chambered in 9mm Luger. It utilizes the Roebuck Quadlock Barrel System and has 10+1 capacity, all in a sub-compact footprint made for everyday carry. Additional features include forward slide serrations for ease of manipulation, a flat 5.5-pound trigger with minimal pre/post travel, a common sight cut, and an enhanced grip texture. SRP: $299.99; $399.99, with red-dot sight. (sccy.com)
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SPRINGFIELD ARMORY
Springfield Armory has one of the season’s biggest surprises. The SA-35 is a new, more modern interpretation of John Browning’s acclaimed Hi Power design. This version retains the iconic wood-and-steel appearance of the original, but capacity is now more robust, at 15 rounds of 9mm. It boasts a factory-tuned trigger, a reconfigured hammer that’s less likely to “bite,” modern sights, an extended slide safety, and beveled magazine well. The gun also has checkered walnut grips for a classic appearance. SRP: $699. Also new are optics-ready variants of the subcompact XD-S Mod.2. With “OSP” added to the name, the new models are chambered in 9mm and .45 ACP. A pre-milled slide accommodates a Crimson Trace micro red-dot sight. Both have the grip safety and ambidextrous magazine release featured on other guns in the XD Mod.2 line. The .45 ACP model has a 3.3-inch barrel; the 9mm has a 4-inch barrel. Two magazines are included: one flush-fit and one extended. Capacity is 7+1, 9+1 for the 9mm. In .45 ACP, the mags hold five or six rounds. SRP: $425-$550, depending on chambering and optic option. (springfield-armory.com)
SMITH & WESSON
Smith & Wesson is adding a 10mm model to its M&P M2.0 line. Features include a new flat-face trigger design as well as an optics cut slide with the C.O.R.E. system that enables users to mount a variety of popular optics. The 10mm will be available with or without an ambidextrous manual thumb safety, four interchangeable palm-swell grip inserts, and enhanced grip texture to help manage recoil. Smith & Wesson will also offer a shorter 4-inch configuration to allow for quicker clearance of a holster and a slightly longer 4.6-inch configuration to provide for a longer sight radius. The handgun has a 15+1 capacity and ships with two magazines. SRP: $654-$665. Also new for 2022, the CSX Metal Micro 9mm features 12+1 capacity. A hammerfired design with a 3.1-inch barrel and an overall length of 6.1 inches, the CSX also has a flat-faced trigger with an integrated safety that provides a smooth, crisp, single-action trigger squeeze. The new Shield Plus 30 Super Carry and the Shield EZ 30 Super Carry take advantage of Federal’s new 30 Super Carry ammo. With the new 30 Super Carry round, both platforms gain an additional two rounds of capacity while maintaining the same performance of the 9mm. (smith-wesson.com)
TAURUS USA
Taurus' most popular personal-defense revolver, the 856, will now be chambered for the .327 Federal. The .327 Federal Magnum is one of the “dark horse” cartridges in the personal defense world. Based on a lengthened .32 H&R Magnum cartridge case, the .327 Federal Magnum exceeds the performance of its parent cartridge with velocity pushing toward the .357 Magnum range without the heavy perceived recoil pulse. The new Taurus 327 is a double-action/single-action, two-inch-barrel firearm that is multi-cartridge compatible, able to accept .32 H&R Magnum and .32 S&W Long cartridges. The matte-black carbon-steel or stainless-steel barrel, cylinder, and frame are backed by a recoil-absorbing, comfortable rubber grip that provides excellent retention in a compact handgun platform. The Taurus 327’s front, serrated ramp sight, and no-snag rear-sight channel provide quick and clear target acquisition supported by consistent accuracy. SRP: $371.05, black; $388.32, stainless. (taurususa.com)
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Genius RIFLE
From a small machine shop in rural
West Virginia, Melvin Forbes
changed the industry. by Richard Mann
T
he history of the American sporting rifle began with rifled muzzleloaders built in Pennsylvania, Kentucky, and east Tennessee. Then in 1860, Benjamin Tyler Henry gave us the Henry rifle. That instituted an infatuation with lever-action rifles that would later be perfected by John Browning — and continues to this day. A few years later Paul Mauser gave us the iconic
controlled-round-feed bolt-action, and a half-century later Eugene Stoner laid the foundation for what is now the most popular rifle in America. Although the stocks that adorned these iconic rifles ranged from utilitarian to gorgeous, they did nothing to enhance the rifle’s performance. In 1985 a high-school shop teacher by the name of Melvin Forbes changed that. Melvin Forbes was a mold maker, part-time gunsmith, and shop teacher. He is also a devoted West Virginia deer hunter. Today, he is one of the most respected rifle builders of all time. In the early 1980s Forbes decided he was going to build a bolt-action sporting rifle that would weigh about five pounds, but shoot like it weighed 10. Everyone he knew told him he was full of sheep dip, but Forbes quit his job and dove in with both feet. Within two years he took his marvelous creation to the 1985 SHOT Show, and before year’s end his rifle was in the pages of Outdoor Life. The New Ultra Light Arms Model 20 set the bar high for synthetic-stocked, ultra-light, bolt-action sporting rifles. It’s a bar that has not been surpassed. Forbes started with a front action screw because he knew that should be the balance point of the rifle. Every time he added an ounce behind the screw, he added an ounce in front of it. He combined the best concepts of Sako- and Remington-style bolt-actions, reducing the action diameter but not its wall thickness while at the same time tailoring the size of the action and bolt to fit
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specific cartridges. He screwed on a light-contour Douglas barrel and painstakingly assured the action and barrel were mated on a true centerline. Then he designed his own scope mounts—scope mounts that weigh less than two ounces—so that they would point to the same spot as the bore of the rifle. Finally, he worked with Timney Triggers to craft a specialized trigger with a two-position/three-function safety. His action, sized for a .308 Winchester, weighed 20 ounces. With the barrel, trigger, and magazine box installed, it weighed only 58 ounces (3 pounds, 10 ounces). So far, so good. But the rifle needed a stock. At that time, synthetic rifle stocks were built with technology from the fiberglass-boat industry. They did not provide any strength to the rifle, and their style exaggerated recoil, so Forbes decided to make his own. Using his mold-making skills, he placed the heel of the stock at the bore line to help the rifle recoil straight back, thus creating a cheek weld/comb that would properly position the eye behind an optical sight. He sloped the comb forward so it would slide past the cheek instead of pound it. And the cheek piece offered full contact to the shooter’s cheek. To allow the grip to function in recoil control and to be comfortable, he matched that of a 1911 at 11 degrees. He configured his stock so that a shooter’s skeletal structure, as opposed to their muscles, would collect the recoil; his rifles have 20 percent more shooter-to-stock contact surface than any boltaction rifle stock ever made. With the stock shape and configuration finalized, the last piece of the puzzle was strength. Forbes had two friends who worked for the Allegheny Ballistic Laboratory. One was the adhesive chemist, the other was the chief design engineer. These guys built rockets. They taught Forbes how to cut
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RIFLE GENIUS
A New Ultra Light Arms Model 20. It is sized for .308 Winchester-length cartridges but comes with a three-inch magazine box to better work with other cartridges.
Kevlar cloth and apply carbon fiber to maximize its strength and how to chemically weld the structure together. The result was a stock that comes out of the mold weighing only eight ounces; it’s also stiffer than the barrel on the rifle. With a recoil pad, paint, and bedding (full-length bedding that supports the action from the rear guard screw all the way to the tip of the forend) the finished stock weighed only 17 to 18 ounces. The complete rifle, with no strength-reducing skeletonizing of metal parts, weighed only 76 ounces (four pounds, 12 ounces). Not only were these rifles featherlight, range sessions revealed uncanny accuracy; the rifles shot like benchrest rifles. Bug-hole groups were the norm, but Forbes also found that at the common zero-in distance of 100 yards, his rifles would shoot different bullet weights to the same point of impact. Riflemen know that due to the different barrel vibrations produced by different loads, this performance is impossible, especially out of a slim-con-
tour rifle barrel. Somewhat puzzled, Forbes took his rifle to the smart guys at West Virginia University and asked them why this was happening. After meticulously testing his rifle, they discovered that the ultra-stiff stock, combined with the full-length bedding, essentially eliminated barrel vibrations past the forend of the stock. This prevented inconsistent barrel vibrations between shots and between different loads with different bullet weights. Put simply, the magnificently light but strong stock made the rifle think it was wearing a bull barrel instead of a pencil-thin barrel. Since 1985 numerous manufacturers such as Steyr, Kimber, Nosler, Barrett, and others have copied elements of Forbes’ stock design. But no one has managed to copy the structural configuration; other stocks might look like his, but they don’t work like his. Over the years, Forbes sold his company twice—once to Colt at the turn of the century and again to Forbes Rifles a little more than a decade
One of Melvin Forbes' rifle actions wearing a trigger of his own design that is manufactured by Timney.
later. Both had visions of offering mass-produced versions of his magical rifle; both failed. Colt because of bankruptcy, Forbes because they would not heed the advice of the man who designed the gun they wanted to build. Melvin Forbes regained the rights to his invention and now owns New Ultra Light Arms. The company is still producing the same rifle he started making in 1985. There are nine different variations, covering cartridges from the .22 LR all the way up to the .416 Rigby, and the action of each of these rifles has been designed to perfectly fit the cartridge for which it is intended. Each of these rifles wears what has come to be known as the lightest, most comfortable, and strongest synthetic rifle stock that has ever been made. You could say, and you wouldn’t be wrong, that the recent trend for lightweight backcountry rifles that are now offered by mainstream rifle manufacturers had its genesis with him. Since 1985 Melvin Forbes has turned out thousands of his rifles, and most of his customers buy a second rifle within 12 months of buying their first. His return-customer rate is an amazing 71 percent. In all, Forbes has hand-crafted more than 7,000 custom rifles for hunters and shooters all over the world.
Melvin Forbes in his shop with one of his magical rifles.
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NEW S&W CSX PISTOL ®
™
Proxim Nova Condensed
The New CSX Micro-9 Pistol Brings the Feel of All Metal
and 12+1 capacity. Our flat faced trigger ensures consistent finger placement for accuracy and repeatability. CSX – the ultimate in everyday carry.
smith-wesson.com
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©2022 Smith & Wesson, Inc. All Rights Reserved.
2/23/22 2:11 PM
RIFLE GENIUS
The forend of one of Melvin Forbes’ rifle stocks. Notice how the bedding extends to the very tip of the forend.
Names such Henry, Mauser, Browning, and Stoner stand as icons when it comes to the sporting rifle. They rightfully earned their place in history due to the mechanical and precision genius they applied to the design and function of the repeating rifle actions they created. Because those men and those who purchased their rifles considered the stock as mostly an adornment, stocks have been looked at in that way since Pennsylvania long rifle stocks were festooned in brass, pearl, and silver. Melvin Forbes’ name belongs alongside these greats because he was the first to turn the rifle stock into an integral, performance-enhancing piece of the sporting rifle. Although the stocks on the rifles he builds are his true contribution to the firearms industry, his action design cannot be overlooked. It’s doubtful Forbes’ name will ever be as well-known as Mauser’s, but he designed a better and stronger rifle. He even loaned Nosler an action for testing. The company used it for 12 years, firing 4.5 million rounds through it. It was still functional when retired.
Outdoor videographer/photographer Sabastian Mann with a springbok taken with a New Ultra Light Arms Model Model 20.
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Melvin Forbes and his wife Patty after receiving the Golden Bullseye Pioneer award from the National Rifle Association.
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New Ultra Light Arms Model 20-Short. It's sized to perfectly fit cartridges like the .223 Rem., .224 Valkyrie, and .30 Remington AR.
The 11-degree grip, reduced-diameter bolt, and two-position/three-function safety of the New Ultra Light Arms (NULA) rifle.
Melvin Forbes is a mechanical genius and a craftsman. Given the rifle he created, some might call him a conjuror and argue his rifles are enchanted. But the science behind his rifles is real. To experience it, all you must do is believe and write a check. When that magical day comes and your rifle arrives and you take it to the range, you’ll call Melvin to tell him what a wonderous thing he has created. And he will tell you, “That’s my rifle; you’re just paying to have it on permanent loan.” I have four of Melvin’s rifles on permanent loan, and I’m currently in negotiations for the fifth. They are that good. Forbes is 74 years old. He still lives in Granville, West Virginia, with his wife Patty. Every day he works in the same shop beside his house where he started in 1985, building the same rifles he’s built for the last 37 years. And every November, he takes one of his rifles deer hunting. (newultralightarms.com)
INDUSTRY RECOGNITION In 2011, the National Rifle Association presented Melvin Forbes with the Golden Bullseye Pioneer Award. At the ceremony, NRA Publications Editorial Director John Zent said Forbes “shook up the shooting and hunting world with his five-pound rifles that shoot every bit as good as many twice that heavy.” In 2021, Field & Stream named the New Ultra Light Arms (NULA) rifle as one of the 50 Best Guns Ever Made. Field & Stream’s longtime shooting editor Dave E. Petzal wrote, “NULA rifles will shoot along with the best, and frequently outshoot them. They are indestructoguns that hold their zero forever.”
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STRONGER
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A century after its founding, Federal Ammunition is stronger than ever — and hunters and recreational shooters are reaping the benefits. by Brad Fitzpatrick
T
he industrial behemoth the shooting-sports industry knows as Federal Ammunition began humbly in 1922, when Charles L. Horn took control of a three-year-old fledgling ammunition manufacturer.
Knowing he faced fierce competition from a pair of established ammo companies, he embarked on a novel strategy. Horn worked to get Federal products — which at the time consisted only of shotshells produced in a 9,000-square-foot factory — onto the shelves of barber shops, gas stations, and grocery stores. He also established a contract to sell Federal Ammunition through Montgomery Ward & Co. and Sears. The strategy worked and helped the company grow. In 1941, Federal secured a contract worth $87 million from the U.S. government to build and operate the Twin Cities Ordnance Plant in Arden Hills, Minnesota, which was a critical contributor to military ammunition and other defense products during World War II, the Korean War, and the Vietnam conflict.
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Today, Federal is part of Vista Outdoor, Inc., an outdoor sports and recreation corporation that also owns Remington Ammunition, Hevi-Shot, CCI, Speer, Independence, Alliant Powder, and more. All these brands are run by ammunition president Jason Vanderbrink. The Federal Ammunition factory in Anoka, Minnesota, is a 700,000-square-foot state-of-the-art facility where 1,400 employees work in three shifts, 24/7, to produce millions of rounds of centerfire, rimfire, and shotshell ammo per day. The factory is vertically integrated, which means raw materials enter one door and finished product rolls out the other end. Importantly for quality control, the factory is also self-sustaining — all the personnel needed to build quality ammo are on site, including machine operators, equipment maintenance, manufacturing engineering, product-development engineering, marketing, and sales. And to make sure the ammo performs at a high level, the site also contains 16 test ranges — 10 centerfire, one rimfire, and five shotshell. “We don’t just buy parts and put them together, or have other companies load stuff for us,” said Vanderbrink. “We do it all on site, and every day our manufacturing facilities consume tons of plastic beads, lead, brass strips, copper, steel, and chemicals. These materials are used to build our own bullets, pellets, cases, primer parts, primers, shotshell hulls, shotshell heads, and more. The consumer benefits because we have complete
Bullet inspection, a time-consuming process, was once done entirely by hand. But it helped assure a reliable, quality product.
In 1922, Charles L. Horn took control of a fledgling ammunition company. Under his guidance, Federal began to grow.
During the 1920s, Federal employed both men and woman in its shotshell factory. Like many factories of the day, machines were powered by belts attached to overhead motors.
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quality control, and our seasoned operators have decades of experience.” Federal’s sister companies — Remington, based in Lonoke, Arkansas, Hevi-Shot, based in Sweet Home, Oregon, and Speer and CCI, based in Lewiston, Idaho — also generate industry-leading products. The size and output of these three companies add to Federal’s overall strength and consumer reach. “Remington, Hevi-Shot, CCI, and Speer are separate companies and brands with their own
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production teams,” Vanderbrink said. “However, all brands work together to share business insights, research and development, factory capacity, manufacturing best practices, technology, safety, innovation, and more. Taken together, it allows us to build better products. Our competitors simply do not have multiple factories and pools of knowledge, experience, and expertise in every field. We do, and we take every advantage of that.”
NOT JUST NUMBERS
But the story is not just about numbers. Over the years, Federal also has been a leader in safety. Today’s upland and waterfowl hunters take for granted the fast and easy way to determine the gauge of a shell — by its color. That wasn’t the case before 1960. Federal led the way by color-coding its hulls. Federal has also been a pioneer in reducing the lead footprint in ammunition though its Syntech product line. The polymer-encapsulated Syntech bullet eliminates both lead and copper barrel fouling, and the exclusive Catalyst lead-free primer provides clean, consistent ignition. Federal has been a leader in innovation as well. In 1977, it created the Premium line of centerfire rifle and shotshell ammunition. The initial Nosler Partition and the Sierra boat-tail hollowpoint offerings brought handloader-level accuracy and performance to everyone. The number and variety of Premium items swelled over the coming years, and today you can find a Premium product in every category. And whether
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Contracts with Montgomery Ward and Sears helped Federal compete on a large scale. Here, a loading-dock team places cases of shotshells into a truck for delivery to Sears.
it’s a .22 LR round for small game, a trap load for competition, self-defense ammunition, or anything in-between — all Premium products share common threads. “They all offer what we call ‘The Premium Difference,’” Vanderbrink said. “No matter what kind of product it is, each is built with the finest components and held to our tightest quality standards.” For centerfire-rifle hunting ammo, for example, that means Gold Medal primers, nickel-plated brass,
and specially formulated, clean-burning propellants that provide consistent and reliable performance.
LASTING LEGACY
But the company’s real legacy just might be its dedication to conservation and its leadership in supporting programs that help develop the next generation of American sportsmen and women. Horn was a dedicated conservationist, and he made sure Federal supported passage of the Pittman–Robertson Federal Aid in Wildlife Restoration Act, the cornerstone of American conservation efforts. Among other sweeping reforms, the act created a self-imposed excise tax on ammunition and firearms, which has raised billions of dollars to help preserve wildlife, habitat, and the American sporting tradition. Federal was an early supporter of the National Wild Turkey Federation and Pheasants Forever, and it continues to support these groups today. It also supports the Ruffed Grouse Society, Ducks Unlimited, and Whitetails Unlimited. Federal recently announced its continued sponsorship and support of one of the largest and longestrunning gateways to a variety of shooting disciplines — the National 4-H Shooting Sports Program. It offers boys and girls aged eight to 18 instruction and competitive opportunities in disciplines including archery, muzzleloading, pistol, rifle, and shotgun. Currently, more than 450,000 youths and 20,000 state- and national-certified volunteer instructors are active in 4-H programs directed through the Cooperative Extension Service of the Land Grant Universities in 47 states. Federal and CCI are also the Official Shooting Sports Partners of the Boy Scouts of America. The shotshell and rimfire ammunition partnership supports 1,620 Scout camps that offer shooting sports across the country. The brands are also the exclusive
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ammunition sponsors at the Summit Bechtel Family National Scout Reserve, home of the Boy Scouts National Jamboree and high-adventure courses. “Federal’s history is directly tied to conservation and conservation organizations,” Vanderbrink said. “We started making shotshells in 1922 — the low point for most game species — so investing in conservation and restoration of wildlife was an important business strategy if we were to make it as a company. In 1937, we began investing in 4H Conservation Camps specifically to help the next generation avoid future dustbowls. As we have grown, we have seen new conservation issues emerge — and new conservation groups.” Federal’s support of these organizations pays off in ways many hunters might not realize. The partnership with NWTF, for example, was critical in getting states to modernize their shot-size restrictions to allow turkey hunters to use the smaller pellets in Federal’s new, more powerful HEAVYWEIGHT TSS payloads. Federal’s size and reach also allow it to work effectively and tirelessly for American sportsman in the halls of power. “We have brought our internal government relations staff to bear on issues such as public lands and CRP in the Farm Bill,” Vanderbrink said. “It is a powerful force multiplier when a large company that employs thousands of people talks
to policy makers about how access and conservation are critical to our business and to jobs in their states. It simply means more coming from us rather than from non-profit advocates. But what really separates us from the rest of our industry is that we have and deploy a conservation and government relations staff to benefit the industry as a whole, so when a consumer chooses Federal they are also supporting conservation, the Second Amendment, and public lands.”
WHY BIG IS BEST
Federal’s drive for growth has never been rooted solely in creating profits for investors. It has always been based in the far-larger desire to build something uniquely American: to provide jobs that pay well so employees can support their families and contribute to their communities and to build superior products that perform at exceptionally high levels, whether the end user is a member of USA Shooting Team competing at the Olympics, a backcountry elk hunt-
er who hears the electrifying sound of a bugle at first light, or weekend plinkers at the range with their sons or daughters and a .22. Federal is guided by its abiding belief that hunting and shooting are integral American pursuits that need to be cherished and passed on to new generations. By leveraging its resources and position, it accomplishes all these goals and more, yielding benefits for all who love to shoot.
READY FOR THE NEXT CENTURY
Size and strength; technological and logistical advantages; branding and reputation. These all come together to make Federal the industry leader in sporting ammunition, a position the company is eager to maintain and expand upon in the coming decades. “It started a century ago with our founder, Charles Horn, and we’re proud to carry on that legacy today,” Vanderbrink said. “Federal is stronger than ever, and we’re looking forward to serving shooters for the next 100 years.” (federalpremium.com)
when consumers choose federal, they a r e s u p p o r t i n g n o t o n ly c o n s e r vat i o n , but the second amendment as well.
Federal’s mission is to build quality products and to provide jobs that pay well so employees can support their families and contribute to their communities.
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PRODUCT
SHOWCASE
New products are the lifeblood of this industry. They create interest with consumers, and that curiosity can drive those same consumers to retailers to get a hand’s-on look. The transactions that follow help support thousands of jobs, whether it’s a firearm designer, optical engineer, tool-and-die operator, or the part-time employee who stocks the shelves at a retailer. The following products represent the broad range of products the industry delivers to eager consumers every year.
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AMMO INCORPORATED /stelTH/ AND STREAK AMMO
Most manufacturers simply tune a standard round for subsonic velocity. Not Ammo Incorporated. The /stelTH/ line is purpose-built for silence. The combination of technology, engineering, and collaboration with leading suppressor manufacturers make /stelTH/ one of the most advanced subsonic cartridges in existence. It’s also a round that slows baffle erosion and reduces build-up in your suppressor. Streak’s exclusive patented technology allows the shooter to visually see the projectile’s path in indoor range use and low-light shooting. The non-incendiary ammo does not generate heat so it is safe to use in environments where tracers are prohibited. The results can be game-changing for the consumer, law enforcement, and military. (ammoinc.com)
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BROWNING X-BOLT TARGET MAX ADJUSTABLE SR
The foundation of the new 6mm Creedmoor Browning X-Bolt Target MAX Adjustable SR rifle is a stiffer, heavier, full-diameter receiver that helps stabilize the rifle. The adjustable MAX stock gives you the versatility to customize the fit of the rifle to your unique needs. The rifle features the Xtra Capacity Magazine System that utilizes popular Accuracy International Chassis System (AICS) pattern magazines. These magazines are available in 5- and 10-round capacity. X-Bolt Target rifles ship with one MDT 10-round polymer box magazine. An all-new, patent-pending Browning Target DLX Trigger is adjustable with a range of 2 to 3.3 pounds and comes factory-set at 2.5 pounds. The suppressor-ready rifle also is fitted with a fluted stainless bull barrel that reduces weight and increases surface area for faster heat dissipation. A Recoil Hawg muzzle brake effectively reduces felt recoil for improved shooting comfort. SRP: $1,669.99. (browning.com)
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CHARLES DALY HONCHO TACTICAL PUMP SHOTGUN
The Honcho Tactical Pump 12-gauge shotgun is lightweight and easy to maneuver in small spaces, which makes it a perfect candidate for home defense. It can accommodate 23⁄4- and 3-inch 12-gauge shotshells and features a space-saving 14-inch barrel with a fixed-blade front sight. The 12-inch-long polymer forend boasts an underneath Picatinny rail that accepts accessories such as lights. Other features include a bird’s head grip and ambidextrous sling attachment that accommodates left- or right-handed shooters. (charlesdaly.com)
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CHIAPPA FIREARMS RHINO REVOLVER NEBULA 30DS
The Rhino Revolver Nebula 30DS features a unique all-encompassing multi-color
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PVD finish. The six-shot revolver is chambered for .357 Magnum and accepts .38 Special ammunition. An adjustable fiber-optic rear sight and fixed fiber-optic front sight allow for easy target acquisition even in low-light conditions. Unconventional in appearance and superior in performance, the Rhino fires from the bottom of the cylinder rather than the top. This dramatically reduces muzzle rise and felt recoil by lowering the axis of the bore almost to the palm of the shooter’s hand. An aluminum alloy frame and barrel shroud make the Rhino lightweight and easy to carry. (chiappafirearms.com)
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EOTECH ELFX MINI REFLEX SIGHT
The new ELFX Mini Reflex Sight (MRS) is available in either 3- or 6-MOA aimingdot models. The 3-MOA dot improves precision on close-range targets; the larger 6-MOA is quicker to find. The sight’s windage and elevation are adjustable in 1-MOA clicks for rapid zeroing. The EFLX also offers unlimited eye relief. A durable, heavy-duty aluminum housing provides a large, square viewing window, and a hoodless design improves visibility and enhances situational awareness. SRP: $389. (eotechinc.com)
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ROCK RIVER ARMS ASSURANCE CARBINE
The Assurance Carbine is a no-nonsense interpretation of the AR 15 platform. Built around RRA’s forged lower, this rifle sports an A4 forged flattop upper, lots of Picatinny rail space at 12-, 9-, and 3-o’clock, plus nine slots along the bottom of the handguard, which floats free around a chrome-moly barrel. The gas block on the front end of the CAR-length system provides additional rail space as well as a fixed sling-attachment point. The Assurance is fitted with RRA’s two-stage trigger and a Hogue grip and backed up by a six-position RRA stock with a sling mount. The Assurance is chambered in 5.56 NATO. Driving its design was the input of RRA’s law enforcement customers who wanted a lightweight carbine with room for preferred gear. SRP: $1,000. (rockriverarms.com)
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TAURUS G3XL
The latest model in the growing G-series line of personal defense handguns is the G3XL, a sleek EDC 9mm designed to deliver the accuracy and confidence of a full-size pistol in a package that is ideally suited for comfortable concealed carry. The all-steel slide features a durable Tenifer black-matte finish that resists the wear and corrosion of everyday carry, and a four-inch stainless-steel barrel provides the accuracy serious shooters demand in a defensive handgun. The compact grip is easily concealed when holstered inside the waistband or while carrying OWB under casual clothing. The G3XL comes with two 12-round magazines to further the pistol’s discrete carry size and profile. SRP: $342.98. (taurususa.com)
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by robert a sadowski W H AT ’S SELLING
WHERE
CABarnwood Arms, Ripon
Nestled between Stockton and Modesto, this California home defense and hunting store sports seven indoor shooting lanes. Glock 19s have been in high demand. Other fast movers include Sig Sauer P238s and Smith & Wesson M&P9 Shields. Springfield XDs in .40 caliber are also moving well. “We had a good year in 2021, and we don’t see it slowing down in 2022. It’s great to have access to inventory at a time when sales are so high,” said manager Craig Doherty. In the rifle department, Ruger PC Carbines are best sellers. Bolt-action rifles have also been on a hot streak the past 12 months. Sales of Tikkas, Remingtons, and the Ruger American, in .308 and 6.5 Creedmoor, top all others. Handgun ammo is finally back on the floor in volume. The store also reports good inventories of .223 and .556, though California-compliant .30-caliber ammo is still in short supply.
J’s Outdoor Sports, WABig Orting
Located just outside of Tacoma, this 13,000-square-foot general outdoor sporting goods store keeps an average of 700 firearms in stock. Sales have not slowed in this Washington store, and handguns continue to see elevated demand. “It’s remarkable just how busy our store has been, and our traffic is not slowing. Our inventory has remained strong from manufacturers like Springfield and Smith,” said manager Bill Moupaft. Sig P365s and P320s are in the top handgun slots, followed by Springfield Hellcats and the S&W M&P9 Shield Plus. Handgun ammo for 9mm and .40 models are in good supply. Shotguns are in low inventory, except for bulk buys on Turkish pumps. This shop sees only a few name-brand American manufacturers. Modern Sporting Rifles, however, remain in good inventory. Higherend models from Daniel Defense, Springfield, and Sig Sauer turn quickly.
View Sports, AKMountain Anchorage
Founded in 1961, this metro Anchorage 4,000-square-foot retailer is a specialty fly shop and hunting store. It keeps an average of 180 firearms in stock and has one fulltime and two part-time employees working the firearms counter. Handgun sales continue to post strong numbers, with Sig P320s, Glock 43Xs, and Springfield Hellcats getting the most attention. Other high-demand SKUs include Ruger Alaskans in .460 and .454 Casull, both of which are, unfortunately, backordered. Inventory on shotguns is almost exclusively defense guns sold to backcountry guides and boaters. Ammo is available, but pricing has not come down in over a year for most calibers, except 9mm. “We have a hard time when it comes to ammo in the 49th state. It takes at least a week on a barge from Washington to get here,” said counter person Kevin Steen.
NDOutdoorsman Inc., Fargo ILSmokin’ Gun Worx, Forreston MOThe Gun Grove, Macon Established in 1980 and located in the center of Fargo, this store keeps an average of three employees busy selling a variety of general home defense products, rifles, and handguns. Demand for MSRs at this retailer has slowed. “We’re selling four to five MSRs a month. The good news? Our inventory is right where we like, and we have not been caught in the high wholesale prices from the last two years,” said owner Mike Mahoune. On the MSR rack, it has been a nearequal split between Alex Pro Firearms, Springfield, and Colt. A few shotguns are available, mostly Remington 870s and Winchester SXPs. This retailer reports few shipments of any kind from Italian manufacturers. Sales of handguns are impressively strong, with Springfield Hellcats and Sig P365s holding the high slots. Glock 43Xs are also moving well.
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Located in northcentral Illinois, this retailer added a six-lane indoor range just before the pandemic hit. It has eleven employees and stocks an average of 350 firearms. Handgun sales remain robust. Top performers include Sig P365XLs and Glock 19s and 43Xs, but the store is also seeing substantial turns of the S&W M&P9 Shield Plus. Handgun deliveries are improving across the board. “Handgun ammo has finally caught up with demand, and we have just about anything in stock with no limits. However, pricing has stayed high,” said manager Daniele Eberly. MSRs move at more than two a week, with a mix of high-end CMMGs along with Colt Sportsters and Springfield Saints. Shotgun inventory is improving with a mix of Winchester SX4s and Stevens. Shotguns imported from Turkey are also available in good numbers.
Situated in northcentral Missouri, this 4,000-square-foot store stocks an average of 700 new and used guns, allotted between long guns and handguns. With coyote season winding down, this retailer had one of its best long-gun sales in years. “Although there are challenges, we have developed a serious predator clientele, and this year .223 has been the clear winner in the category because of harderto-get and more-expensive cartridges like .243 and .204 Ruger,” said owner Chelsea Rice. Top long-gun sellers include Savage Axis IIs and Ruger American Ranch rifles. This retailer reports improving stocks of Benelli shotguns for turkey season. As for MSR rifles, sales are slowing. The mix includes the Ruger 556 and models from Daniel Defense. Both turn about once a week. Handgun sales are steady. Sig P365s and P320s lead the category, but the Taurus G2C is right behind.
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by peter b . mathiesen
MEBill’s Guns, Orrington
VTM&R Guns, Highgate
Sportsman’s Shop, PAThe East Earl
AL
rifle ammo remains in short supply.
week. The store reports high inventories of Sig Sauer, Ruger, and S&W M&P15 Sport IIs. Stocks of ammo in MSR-caliber are in good order.
This small, two-employee retailer keeps an average of 100 new and used guns in stock with additional special Class III orders. The M&P9 Shield Plus and the Ruger LC9 still turn fastest at this counter. There is also steady demand for older wheel guns and 1911s in any format. With the end of varmint season, sales of bolt-action guns have slowed. A few Mossberg Patriots and Ruger Americans in .223 and .243 are crossing the counter. The 6.5 Creedmoor gained some traction in 2021. “We have a super-traditional clientele, and this cartridge is finally getting a little attention. We still have many guys shooting .30-06,” said owner Bill Frank. MSR sales are flat with only one unit selling every two weeks. This store has taken several used rifles in trade, though prices for entry-level used MSRs are under $400. Maintaining sufficient ammo stocks has been a chore for this small retailer. However, most popular calibers are available.
T+T Guns and Ammo, Foley
Located just five miles from the Gulf of Mexico shore, this retailer, which manages an average of 2,000 long guns and handguns, opened just before the onset of the pandemic. Sales of handguns remain brisk, and the store has been able to maintain a good supply of Glock 43s, Springfield Hellcats, and Sig P326s and P365s. “We have been remarkably diligent about keeping inventory as updated as possible; it just simply takes a commitment of time on the phone and computer,” said manager Drew Humbly. Coming off a strong deer season, this retailer saw continued demand in MSRs for whitetails, hogs, and varmints. Sig M400s and Ruger 556s have the top slots. Maintaining an adequate inventory of sporting shotguns has been challenging. However, this retailer reports decent inventory of turkey guns from Benelli, but only a limited supply of Stoegers. Ammo inventories continue to improve overall, but hunting
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Located only a few miles from the Canada border, this classic New England hunting shop is one of the larger independents in the region. It stocks close to 1,200 firearms. The store sees high demand for almost any model from Smith & Wesson. “We purchased a large inventory of K-frame revolvers, and they have been moving like wildfire. Frankly, it was a good deal, and our distributor had them. We didn’t expect the high turns. It’s a good example that customers are often looking for a classic product, and sometimes you just have to try putting something different on the shelf,” said manager Mike Fontane, Jr. He also reports improving inventories of Glocks and Sigs. MSRs are in good supply, with occasional turns going to high-end guns like FN and Desert Tech. Shotguns are still backordered. In ammo, this retailer reports .223 is available, though .30 caliber rifle cartridges remain hard to get.
ARA-Z Sporting Goods, Alma
With 50,000 square feet of retail space, this general sporting goods store inventories over 1,000 firearms with four salespeople behind the gun counter. Since the beginning of the pandemic, the store’s sales have been strong, but firearm inventory has been a struggle. “We are busy. We have sold an impressive amount of inventory, but it, of course, has been what we can get, not what we have allocated. In 2021, we received only 10 percent of our allotted firearm shipments,” said manager Jason Boen. Despite low deliveries, this retailer moved ahead with high traffic on Sig P320s, Springfield Hellcats, and Smith’s M&P9 Shield Plus. Varmint season is winding down, so there are lean supplies of Browning, Winchester, and Remington rifles. The same is true of shotguns for the upcoming turkey season. Sales of MSRs have slowed to one per
Located in eastern Pennsylvania between Lancaster and Philadelphia, this retailer’s 25,000-squarefoot facility includes education-training rooms and an indoor range. Sales have been strong with handguns and all available inventory, though this retailer predicts a change for 2022. “We feel the combination of inflation and long-term supply issues will slow retail sales in our market. We are concentrating on stocking newer products and monitoring local trends. In reality, it’s going to be hard to beat 2021’s sales; 2022 is going to have a different feel,” said general manager Anthony Keffer. Handgun sales have an unusual range at this retailer, with heavy demand for the S&W M&P9 Shield Plus and Springfield Hellcats and CSXs. Heavy turns on bigbore handguns, like Smith’s .44 Magnums and even the Model 500, have been common. Any kind of 1911 has also been hot.
Fight Outfitters, TNFinal Union
Located just 20 miles from Reelfoot Lake, this shop specializes in waterfowl gear and home defense products. It stocks nearly 1,000 guns. Ammo supplies are improving weekly, except for shotgun shells. “It’s been a hard waterfowl season, and it wasn’t until January that we finally got steel shot in any volume,” said counter salesman Fisher Jones. MSRs still move briskly, at four per week. Springfield Saints and the S&W M&P15 turn evenly. Bolt-action rifles have slowed, though Savage 110s, Bergara B14s, and Tikka T3x Lites are still moving even as the close of predator season approaches. Sales of semi-auto shotguns are finally slowing down from one of the best sales seasons on record.
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NEWPRODUCTS 2
NANUK
985 AR15 CASE
Built to organize, protect, and carry firearms, the 985 AR15 waterproof hard case is made with a lightweight yet tough NK-7 resin shell. Four PowerClaw latches ensure the case stays closed while in transit. High-grade pre-cut foam is engineered to fit a standard 36-inch AR15 along with space for up to eight magazines. The high-quality PEF closed-cell insert also features storage areas to accommodate popular accessories and two dedicated slots for desiccant canisters. Two TSAaccepted locking latches feature an integrated TSA-accepted key lock to keep your equipment securely locked during transit but accessible for inspection by the TSA when required. Polyurethane wheels and a soft-grip ergonomic handle make it easy to transport. This transport case is also equipped with an automatic pressurerelease valve and is backed by a lifetime warranty. SRP: $308. (nanuk.com)
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BROWNING
OVIX PAHVANT PRO JACKET
At its core, OVIX is another feat of Browning innovation. It has been developed to be versatile and effective in a variety of environments, types of terrain, and seasons. A combination of atmospheric optics and white-light color scattering creates the essential background to this new pattern. Along with the new camouflage pattern, Browning is releasing a new line of big-game clothing, including the Pahvant Pro Jacket. Features of this soft-shell jacket include a water-resistant DWR coating, SILVADUR technology for longlasting odor control, harness access, armpit ventilation with double-pull zippers, and a two-layer polyester fleece with a durable outer face. SRP: $179.99. (browning.com)
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MTM CASE-GARD
DIVIDED AMMO CRATE
The new Divided Ammo Crate combines the sturdy protection of MTM’s trusted Ammo Crates with the capacity and modularity of MTM’s 4-Can Crate. The ACDC30’s spacious interior features three removable partitions for a variety of storage options. Organize gear with all four sections or remove partitions completely for items up to 17.5 inches long. Intended for stackable storing, the ACDC30 securely nests with all five of MTM’s standard Ammo Crate Utility Boxes. Other notable features include a water-resistant O-Ring seal, heavy-lift handles, strong snap latches, four padlock tabs, tie-down points at each handle, and two strap-over grooves. Carrying capacity is 75 pounds. (mtmcase-gard.com)
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GALCO
STALKER CARTRIDGE WALLET
The Stalker Cartridge Wallet is made from dark Havana Latigo leather and features a compact design that enables a hunter to carry 10 rounds of rifle cartridges neatly on a belt or in a gear bag. The cartridge loops are individually stitched to retain their shape. Available in three sizes. Short fits .243, .308, .22/250, and .30/30; Standard fits .30/06, .280 Rem., and .270 Win.; and Long fits 7mm Rem. Mag., .300 Weatherby Mag., and .375 H&H. Fits belts up to 13⁄4 inches wide. SRP: $119. (galcogunleather.com)
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NEWPRODUCTS 6
CASE
KINZUA AND MARILLA
The Kinzua and Marilla are two new entries into the EDC category. Both incorporate contemporary materials, such as high-quality S35VN stainless-steel blades and anodized handles, and each is engineered with a lightweight aluminum handle and one-handed flipper opening for quick and reliable deployment. The Marilla has a drop-point blade with a rounded belly for longer cuts while the Kinzua features a Tanto blade that maintains its thickness to the point, making it a perfect tool for fine, precise cuts. Both are available in black, red, and blue handle colors. SRP: $165, Marilla; $140, Kinzua. (caseknives.com)
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UMAREX
AIRSABER ELITE X2
Driven by air and equipped with two full-length arrows, the Elite X2 is a doublebarrel air rifle. Features include Umarex’s Quick Valve Release, PCP Release, High-Pressure Shaft, Adapta Point, and Straight Flight technologies. The combination of these Umarex technologies ensures that each 376-grain Straight Flight arrow delivers maximum impact and accuracy at over 450 feet per second and 169 foot-pounds of energy. Cocking effort for this scoped lever-action is eight pounds, and the trigger pull for the single-stage trigger is three pounds. The unit is capable of 25 shots before the tank needs to be refilled. SRP: $449.99. (umarexusa.com)
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SIG SAUER worked with Avient to develop their first-of-its-kind P320 TXG tungsten infused grip module to deliver perfectly balanced weight without compromising comfort or performance.
We’re a new kind of specialty materials company, ready to tackle the world’s most complex material science challenges. LEARN MORE AT: AVIENT.COM/OUTDOOR
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MASTER CUTLERY ELK RIDGE TREK
The Elk Ridge brand features hunting knives, skinners, game sets, machetes, and axes, and even gentleman’s knives. The TREK knife in this series benefits from a full-tang construction with a 4.5-inch blade made from 8Cr13 steel. This steel is known for ease of sharpening and overall toughness. It also resists corrosion. The handle is injection-molded nylon fiber with a rubber overmold for improved grip in all conditions. Overall length is 9.5 inches. (mastercutlery.com)
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LOWA
R-8S GTX PATROL BOOT
The eight-inch shaft of the R-8S GTX Patrol boot offers ankle support and protection on rough terrain in a plain-toe design. The outsole features 5mm deep lugs for reliable traction on dirt and mud, and it’s also slipresistant while insulating against heat and cold. The PU MONOWRAP frame delivers superb lateral stability and long-lasting underfoot support. It also features a shock-absorbing heel design for all-day comfort. The closed lace-loop system features a locking lace loop to allow the user to customize different tensions between the ankle and foot for walking comfort. Durably waterproof/breathable. Available in coyote tan and dark brown. Sizes 7.5 to 14. SRP: $285. (lowaboots.com)
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The NSSF®
Range-Retailer Business Expo™ JULY 11-13, 2022 NEW ORLEANS, LA
A must-attend event for all industry stakeholders Load up on ideas and insights through educational tracks to advance your business. Build and strengthen your industry networks as you explore the EXPO floor and tap into exhibitors’ latest product innovations, services and show specials!
EDUCATION
NETWORKING
PRODUCT INNOVATION
Join Us for the Firearm Industry’s Mid-Year Event Like No Other!
Registration Coming Soon. Learn More at NSSF.ORG/EXPO
If you have any questions, contact Zach Snow, zsnow@nssf.org or 203-426-1320 ext. 224
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THE SIMPLE TRUTH
by miles hall
Always On
Being a brand ambassador is a 24/7 job.
A
good retail/range advisor will dig into every area of an operation. While doing so, they will ask lots of questions to help get a feel for the business.
PHOTO COURTESY OF NSSF
Sometimes that leads into areas that, well, are quite surprising. Case in point. When we asked one owner, “What is the one thing that most bothers you as an owner?” we were taken aback by the answer. He said, “I am deeply bothered by constantly being stopped by folks at the grocery store and other places to be asked about guns, training, hours, and safety. I have a life outside the business, and can I not leave it behind when away from the store?” I followed up with, “Are these folks angry at you? Are they angry with an experience they had at the store?” “No. I just want to do my shopping in peace.” He saw these “intrusions” as a real problem. And that perception prevented him from seeing how important his business was to the community. The front-line soldiers of our industry are the brave souls we know as dealers and range builders who go above and beyond to create a store that truly serves the needs of the public. These entrepreneurs are passionate about their mission and often put in all their money, time, and energy just to get it built and open. This passion can light an excitement and fire in thousands of their fellow citizens. In my experience, you don’t see that kind of fire at a plumbing store or carpet outlet. And as these dreams come together, something magical happens. You become the “Gun Expert” in the eyes of the very folks you are serving.
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This is the pinnacle of branding. It can take many years in some industries, but in the shooting sports it happens almost immediately. There are public relations firms that will tell you that it can easily take a million dollars (or more) to get that kind of branding recognition. The beautiful thing for our unique industry is that this recognition comes as a gift. The public is hungry for someone they can trust to teach and guide them. You are that “Gun Expert.” End of story? No, not by a long shot. Your gift of now being the “Gun Expert” comes with strings attached. They’re called expectations. In the eyes of your public, most of whom are new to the shooting-sports world, you are a resource; you have the ability answer all their questions. And there are a lot of questions. When they spot you at the store, while getting gas, enjoying a ball game, or attending a school function, they can’t help pulling you aside for a quick tutorial. Most of these folks will be friendly and genuinely inquisitive; others will take a lot of tact to handle. But, remember, you are being judged with every response, every look, and even your tone of voice. Also keep in mind that many of these folks are under social pressures by those who are completely uneducated on gun matters. They are looking for ways to answer them. Be inviting, informative, and, above all, humble. On occasion, you may encounter someone who has vastly different views on guns from you. These mis-informed people will sorely try your patience, especially if they use harsh words. The temptation is
As a brand ambassador, a dealer is always on. Take the time to answer any and all questions that a customer may have.
to respond in kind. Don’t. Ever. Be respectful to them even if they don’t show you the same courtesy. You might say something like, “I can see how some might think the way you do, but I was surprised at what I found when I entered this world. It’s a special and unique field.” Then disengage politely. It’s always difficult to turn the other cheek, but this politeness can be its own force multiplier. Helping a customer quench their thirst for knowledge is a high calling. Honor it, even if it means taking the time in a grocery store aisle to respond. And if you don’t know the answer? Ask for an email address and follow up later. Doing so reaffirms the brand in their eyes and makes them a brand apostle for you. You also need to impart this attitude to your staff. Any time one of your associates is wearing a cap or shirt with your logo, they are a brand ambassador. Tell them they need to always act like one. We explained to this owner that as a brand ambassador he is always on. It’s the (not unreasonable) price he pays for holding such a special place in his community. The Simple Truth is you are now a “Gun Expert.” It’s not a burden, but an incredible gift. Embrace it.
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 FFL dealers around the country run more efficient, profitable, and impactful businesses. (HallnHall.com)
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WE’RE JUST GETTING WARMED UP
-----Back in 1922, it was just a fireproof building on the outskirts of Anoka, Minnesota, that 30 paces would get you across. But our founders had the vision to see something more. They knew that, when driven by a constant flow of new ideas and staffed by hardworking American employees, the plant would become a cornerstone of manufacturing might. It was that spirit of innovation, constant push for advancement and tireless dedication to our customers that brought Federal ® Ammunition into being, sustained us through the years, and keeps us going strong today—and for our next 100 years. Celebrate 100 years of Federal
federalpremium.com/100th © Federal Ammunition 2022
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