SHOT Business | Sep/Oct 2021

SEPTEMBER/OCTOBER 2021

HENRY

TAKES THE LEVER ACTION TO THE NEXT LEVEL

WINCHESTER’S LEGENDARY NEW CARTRIDGE

ENTER THE

CHALLENGER MAXIMUM CLARITY: WHAT’S NEW IN OPTICS

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DAVID VS. GOLIATH

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MODERN TECHNOLOGY FOR HUNTERS AND SHOOTERS

REMINGTON AMMO IS ON THE WAY BACK

THE SIMPLE TRUTH: HOW TO MAKE (OR BREAK) A CUSTOMER FOR LIFE

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DESIGNED FOR THE

LONG RANGE

A L L-N E W C A RT R I D G E

AVA I L A B L E 2 0 2 1

HEAVIER BULLET WEIGHTS than

6.5 Creedmoor, 6.5 PRC & 270 WSM

MORE ENERGY than 6.5 Creedmoor,

6.5 PRC & 7mm Rem Mag

LESS RECOIL than 300 WSM,

300 Win Mag & 300 PRC

LONG, HEAVY BULLETS ideal for Big Game

Hunting & Long-Range Precision Shooting SHORT ACTION for fast cycling, high accuracy & reduced rifle weight

LONG RANGE PRO HUNTER

175 Grain Sierra® GameKing® .617 Ballistic Coefficient 2835 fps Muzzle Velocity

EXPEDITION BIG GAME LONG RANGE

165 Grain Accubond® LR .620 Ballistic Coefficient 2970 fps Muzzle Velocity

CONTINUING OUR LEGACY OF INNOVATIVE CARTRIDGE DEVELOPMENT

For available ammunition offerings in 2021, visit: Winchester.com & BrowningAmmo.com For available firearms offerings in 2021, visit: Browning.com & Winchesterguns.com Sierra and GameKing are registered trademarks of Sierra Bullets, Inc. Accubond is a registered trademark of Nosler, Inc.

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Contents SEPTEMBER/OCTOBER 2021

HENRY

TAKES THE LEVER ACTION TO THE NEXT LEVEL

SHOT Business | September/October 2021

CO LUMNS

FEA T U R E S

06 • EDITOR’S NOTE

18 • MAXIMUM CLARITY

By Robert Sadowski

07 • NEWS BRIEFS 14 • FIVE MINUTES WITH

26 • MODERN TECHNOLOGY FOR HUNTERS AND SHOOTERS

By Brad Fitzpatrick

16 • FYI WINCHESTER’S LEGENDARY NEW CARTRIDGE

32 • BIRTH OF A LEGEND

By Slaton L. White

ENTER THE

CHALLENGER MAXIMUM CLARITY: WHAT’S NEW IN OPTICS

PAGE 4

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38 • UPPING THE GAME

By David Maccar

DAVID VS. GOLIATH

16

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MODERN TECHNOLOGY FOR HUNTERS AND SHOOTERS

44 • ON THE MOVE

By Robert F. Staeger

REMINGTON AMMO IS ON THE WAY BACK

DEPA RTMENTS

THE SIMPLE TRUTH: HOW TO MAKE (OR BREAK) A CUSTOMER FOR LIFE

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ON THE COVER

48 • WHAT’S SELLING WHERE

Cover image by SCCY Firearms

50 • NEW PRODUCTS

See page 4 for more details.

56 • THE SIMPLE TRUTH

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KNOWLEDGE

CLOSE AT HAND NSSF’s SHOT University™ Online is a one-stop e-learning platform for firearm retailers and ranges.

On-demand and free for NSSF® members, this new library of interactive online courses provides a deep-dive on critical topics ranging from compliance and regulatory issues to operational guidance and business improvement for both business owners and employees.

FOR RETAILERS: • Planning for an ATF Inspection • Standardizing Operating Procedures • Inventory Management

FOR RANGES: • Road Map for Range Safety and Health • Addressing Lead at Ranges • Marketing Your Training Programs and more!

Available now at NSSF.ORG/EDUCATION

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This issue’s cover brought to you by:

SCCY Firearms Introduces Striker-Fired DVG Series SCCY Firearms introduces their new DVG-1 and DVG-1 RD pistols. The DVG Series of pistols are striker-fired and chambered in 9mm Luger, featuring the Roebuck Quadlock Barrel System and 10+1 capacity, all in a sub-compact footprint made for everyday carry. The DVG-1 is available with or without the newly redesigned Riton Optics MPRD V2 red-dot sight. The 3 MOA dot ensures ultimate precision and rapid target acquisition. Riton’s MPRD V2 (SRP: $299) is an extremely compact and versatile pistol red dot with shake awake, auto brightness, and auto shutoff. Additional features of the new SCCY DVG-1 and DVG-1RD include forward slide serrations for ease of manipulation, a flat 5.5-pound

trigger with minimal pre/post travel, and a new enhanced grip texture.

The DVG Series is priced with an SRP of $299 (DVG-1) and $399 (DVG-1RD). Both DVG-1 options have begun shipping. For a list of distributors, visit www.sccy.com/dealers/distributors-2/.

SCCY Firearms has a mission to protect the American people with a quality handgun and believes at its core that everyone should have access to affordable personal defense. SCCY’s passion for technology combined with their proprietary manufacturing process, quality materials, and unrivaled value continuously proves that SCCY Firearms is the King of Concealed Carry and Engineered for Everyday.

CONNECT WITH SCCY: FACEBOOK: https://www.facebook.com/SCCYFirearms/ INSTAGRAM: https://www.instagram.com/sccyfirearms/ TWITTER: https://twitter.com/SCCYguns/ YOUTUBE: https://www.youtube.com/channel/ UCyJ0KAnpG6XDhF9qgwFuNbA

MEDIA CONTACTS: Chris Davis VP of Marketing & Sales | (386) 322-6336 | chrisd@sccy.com Megan Schrecongost Director of Marketing | (386) 322-6336 | megans@sccy.com

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PRESERVING OUR VALUES PROTECTING OUR RIGHTS SUPPORTING YOUR FIREARM BUSINESS

Your Fight Is Our Fight

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

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

NSSF.ORG/MEMBERSHIP

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EDITOR’S NOTE

Back in the Saddle

SHOT Business moves forward with a new publishing partner.

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ou may have noticed a service interruption to your SHOT Business subscription these past few months. This was due to a change of publishing partners, and I’m pleased to announce that moving forward Grand View Outdoors will be the new home for SHOT Business and SHOT Daily.

In the interim, we made some changes to the magazine’s content to make it better serve not only independent firearm dealers, but the firearm industry as well.

For example, beginning with this issue Miles Hall will contribute a new column, “The Simple Truth,” that will deal with the business issues that FFLs face every day in trying to run efficient, profitable businesses. He knows of what he speaks, having served in the trenches for many years as a firearm retailer.

In 1981, he and his wife, Jayne, built one of the first modern indoor ranges in the nation, and he had the honor of serving as that entity’s president until they sold the business in 2016.

While in that capacity Miles exhibited his unique leadership skills in many ways. He was a founding member of both Retail & Range groups of NSSF and the first “5 Star” rated facility. The business world has recognized his talents as well, and he has been profiled in

Inc. magazine, The Wall Street Journal, and Fortune magazine, among others. Today he and his family are assisting, advising, and investing in businesses in many different industries. We are indeed fortunate to be able to plumb his vast reservoir of experience on a regular basis.

I knew Miles was something special when I first met him nearly 20 years ago, and I am excited that he will be a part of the new SHOT Business.

Miles told me recently that he wants the column “to be filled with stories of inspiration and heartbreak, laughter and frustration, and great, caring people and arrogant, lost people. These will be stories that can help our readers navigate the roadblocks that are often encountered on the road to success.”

I was inspired by his first column; I think you will be, too.

As we retune the magazine’s focus to concentrate on business, you’ll see more personality profiles and interviews with accomplished leaders in our industry. You’ll also see more of what we’re calling “success stories.” These articles may focus on a successful product launch, marketing campaign, or a company realignment. Each installment is designed to help you make better-informed business decisions.

This month you’ll learn why Lipsey’s, a highly respected distributor, continues its successful ways 70 years after its founding. You’ll also learn why the 350 Legend, a straightwall cartridge from Winchester Ammunition, became such a success.

And we haven’t forgotten new products, the backbone of our industry. Each issue will also feature a sampling of new guns, ammo, optics, and the accessories that shooting sports enthusiasts want to see on your shelves.

EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE 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 and 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 ©2021

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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NEWS BRIEFS N E WS

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PR O MO T I O N S

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OU T R EA CH

The Rewards of Research

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ant to increase sales? One way is research that helps you keep tabs on the market.

The global pandemic of 2020 unleashed forces that fundamentally changed the volume and types of hunting, fishing, and firearm-related products consumed. In response to many factors-distancing requirements, social unrest, and political changes, to name only a few-demand reached unanticipated levels, creating unexpected challenges for shooting sports retailers across the board.

Southwick Associates (a market research, statistics, and economics firm that specializes in the hunting, shooting, sportfishing, and outdoor recreation markets) recently released a report that can help retailers understand some of the new dynamics in the $24 billion firearms, hunting, and recreational shooting market.

“This past year has presented many business challenges that both spiked and suppressed sales,” says Nancy Bacon, vice president at Southwick Associates. “COVID-19 and social issues drove demand to all-time highs. Simultaneously, the same factors resulted in depleted wholesale and retail inventories, closed factories, shortages of materials, and backed-up ports, causing significant supply

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pressures. Our new market size reports are designed to help businesses better understand the new operating world.”

All major categories tracked by Southwick Associates showed increases. After slight growth in the first quarter of 2020, firearms and ammunition sales exploded the rest of the year, experiencing growth exceeding 60 percent even with supply constraints. Hunting and shooting sports accessories also saw growth.

The new report is available from Southwick Associates for $3,500. It presents retail unit and dollar sales estimates. The hunting/shooting report lists more than 100 products directly associated with hunting and recreational shooting and includes

 After slight growth in the first quarter of 2020, firearms and ammunition sales exploded the rest of the year, experiencing growth exceeding 60 percent, even with supply constraints.

breakouts by action type, caliber/gauge, the primary purpose for consumers’ purchases and more.

Only equipment directly associated with hunting, recreational shooting, and personal protection are reported.

It is said that knowledge is power. When it comes to selling product, research can help empower both retailers and manufacturers. Rob Southwick, president of Southwick Associates, told SHOT Business just how important research is to your bottom line. “The results can help retailers identify gaps in their product offering to fill and boost sales.

And by watching results year over year, manufacturers can identify shifts in demand, creating new sales opportunities.” (southwickassociates.com)

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NEWS BRIEFS

JACK DURRETT, FORMER NSSF BOARD CHAIRMAN AND SHOOTING INDUSTRY LEADER, DIES AT 84 Jack Durrett, long-time shooting sports industry leader and Chairman of the National Shooting Sports Foundation Board of Governors during a critical and challenging time in the industry’s history, passed away July 8, 2021. He was 84.

Durrett came to the shooting sports industry after 20 years in the food industry where he received multiple honors, recognitions, and awards. He joined the shooting sports industry with Michaels of Oregon.

There he rose to President, CEO, and Chairman and received recognition for his role in growing that family-owned business into a highly respected manufacturer and distributor of shooting sports accessories with sales in more than 95 countries.

Durrett was elected to the Board of Governors of the National Shooting Sports Foundation in 1994 and served as Board Chairman from 1998 to 1999.

Industry insiders remember his astute and energetic leadership during the challenging years of the late 1990s and early 2000s when the industry was challenged 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 the political lawsuits and to fund innovative new programs to help defend and grow the industry.

In addition to his service on the NSSF and HSSHF Boards, Durrett served on the boards of Leupold & Stevens, Blackhawk Industries, Nosler, and Crimson Trace after his retirement from Michaels.

He is survived by his wife, Betty Jean, and five children. He was predeceased by a son, Joe, in 1993.

The family has requested that, in lieu of flowers, contributions might be made to St. Jude Children’s Hospital. (stjude.org)

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CAA USA ADDS TO THE LINE CAA USA is a designer, developer, and distributor of modern tactical accessories, optics, and handgun conversion kits targeting the armed forces and law enforcement.

Its product line also appeals to firearm enthusiasts. One of its most popular products has been the MCK (Micro Conversion Kit), which creates a steady platform for laying down accurate, controlled fire.

Recently the company announced the release of new MCK TAC and TAC retrofit kits. “Born out of demand by private and military security firms, we put our engineering team to work on creating the most compact and discrete MCK to date. We’re calling it the MCK TAC,” says Mikey Hartman, CEO of CAA USA. “The TAC is suitable for all real-time scenarios in which concealment and speed are paramount. Taking cues from the shooting dynamics of firearms, such as the HK MP5K, the MCK TAC, with included Bungee sling and swivel, is the ultimate compact shooting solution.”

The company has also created a TAC upgrade kit designed to retrofit any existing MCK to the new TAC configuration. “The TAC rear compartment keeps you in the fight by adding storage for an additional CR123 battery for your weapon light or optic, up to four 9mm rounds, or even hear-

ing protection,” he says.

The MCK TAC is compatible with more than 120 different handguns and is available in a wide variety of colors and patterns. The MCK TAC ships with a special Bungee sling, sling swivel, and rail-mounted thumb rests for added stability when accuracy and control truly count.

The combination of the shooter’s arm at full extension and the resistance from the Bungee-style sling creates a steady platform for added accuracy and control when shooting the MCK TAC. Installation of the upgrade kit is a simple user-friendly process that anyone can do in just seconds. Using quick instinctive-pointing technique, this non-shouldered option provides compactness and speed.

“As dealers look to increase add-on sales to handguns, the American-made, MCK line has proven to be an invaluable and unique product to keep customers coming back into their shops,” Hartman told SHOT Business. “The new MCK TAC will continue to deliver success for dealers because it is the most compact of the MCK line with a non-shouldered chassis, a Bungee one-point sling, push-button swivel attachment, and a pair of thumb rests for a super confident grip and excellent shooting experience.”

(CAAGEARUP.COM)

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The Blaser R8 lets traveling hunters carry one rifle with several different barrels instead of transporting multiple guns.

BLASER INTRODUCES THE R8 RIFLE IN 6.5 PRC

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laser is now offering its R8 modular rifle in a 6.5 PRC chambering. Known for its accuracy and longrange performance, the 6.5 Precision Rifle Cartridge is essentially a magnum version of the 6.5 Creedmoor. It has a flatter trajectory and higher impact velocity, making it a favorite of long-range hunters.

The straight-pull R8 bolt-action rifle offers hunters a number of configurations designed to meet their needs in the field. Options include a wide array of stock options, a recoil-reduction system, adjustable comb, adjustable length of pull, and numerous barrels and bolt heads that facilitate quick conversions to different calibers, depending on the type of game being hunted.

“If you combine all the different standard options on an R8, you can build more than 47 million unique rifles and that does not even include custom shop options,” says Jason Evans, CEO of the Blaser Group.

“The interchangeability makes it

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incredibly easy to convert the rifle from one caliber to another by simply switching out the barrel and bolt head. This can be done in less than a minute. The engineering and craftsmanship are so precise that after any barrel change the rifle will shoot to within 1/2 MOA every time.”

The compact overall length and modularity of the Blaser R8 offer distinct advantages to hunters who travel frequently, allowing them to carry one rifle with several different barrels instead of transporting multiple guns around the world. In addition, the design of the Blaser saddle-mount system lets a hunter easily mount a riflescope because the one-piece base of the mount fits snugly into notches machined into the top of the free-floating barrel.

As a result, the barrel and saddle mount become one accurate unit, ensuring absolute repeatability once the scope has been zeroed, regardless of how many times the scope is removed from the barrel. The R8’s concentric locking lugs with 14 locking surfaces provide 360-degree

engagement, further enhancing accuracy. This rifle also features one of the safest actions in the world, thanks to its highly acclaimed manual cocking mechanism. The R8 is available in numerous calibers from .204 Ruger to .500 Jeffrey.

Blaser rifles aren’t for everybody, as Evans acknowledged to SHOT Business. “Blaser leads the market in function and durability, and our firearms give dealers a tremendous advantage when it comes to satisfying customers who want exquisite quality, craftsmanship, and performance in a rifle or shotgun.”

“There are a limited number of authorized Premium Blaser Dealers in North America, which helps forge

strong and long-lasting customerdealer relationships. The Germanengineered and product quality of Blaser rifles and shotguns is simply unsurpassed, giving dealers peace of mind when it comes to customer satisfaction. Another benefit to dealers and customers both is the modularity aspect of the R8 rifle and F3 shotgun. Dealers can serve as their own Blaser custom shop—not in the traditional sense with engravings, but with an astonishing number of standard options from which customers can design their own guns.

And most importantly, Blaser’s quality makes for happy customers who will become repeat customers for our dealers.”(blaser-group.com)

T h i s r i f l e a l s o f e at u r e s one of the safest actions in the world, thanks t o i t s h i g h ly a c c l a i m e d manual cocking mechanism.

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NEWS BRIEFS

HEVI-SHOT INTRODUCES NEW HEVI-XII TUNGSTEN WATERFOWL LOADS More than 20 years ago, HEVI-Shot sought to make a non-toxic waterfowl load that outperformed steel shot. The company ended up with something unexpected: The product not only outperformed steel, it also outperformed lead.

As a result, HEVI-Shot’s construction (using a tungsten alloy of 12 grams per cubic centimeter) revolutionized waterfowl ammunition.

Now hunters can get this legendary product in 25-count boxes to shoot on every hunt, not just the hunt of the lifetime, with the company’s new HEVI-XII tungsten waterfowl loads.

“The great thing about this ammunition is you can shoot three shot sizes smaller than you do with steel ammunition and get the same lethality because you’re putting more pellets on target,” says Scott Turner, HEVI-Shot’s product line manager. “HEVI-XII loads also produce twice the downrange energy as steel.”

According to Turner, HEVI-XII outperforms steel in three major categories: density, lethality, and pattern. Because it’s more than 50 percent denser than steel, it penetrates more deeply. That, in turn, should help reduce the chance of a crippled duck swimming away to hide from a retriever. The load has also been designed to put more pellets in a tighter pattern.

“Pack HEVI-XII in, and you’ll walk out carrying extra weight from harvested game,” he says.

The new HEVI-XII loads have muzzle velocities between 1,350 and 1,500 fps and are available in 12- and 20-gauge with 7⁄8ounce, 1-ounce, 11/8-ounce, and 11/4-ounce loads of No. 2, 4, or 6 size shot. HEVI-XII shotshells are available in boxes of 25 or cases of 250 rounds. (hevishot.com)

Umarex USA Appoints Richard Turner as Chief Executive Officer

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marex USA, Inc., known for an innovative line of air-powered pistols and rifles, optics, and lights for outdoorsmen and shooting-sports enthusiasts, recently announced the appointment of current company president Richard Turner as its president and chief executive officer.

The appointment is part of a long-term strategic transition plan that names outgoing CEO Adam Blalock as chairman of the board for Umarex USA, Inc. Blalock is currently, and will remain, the president and CEO of Walther Arms, Inc. and Walther Manufacturing, Inc. Umarex USA, Walther Arms, and Walther Manufacturing are part of the Umarex Group of companies with headquarters in Arnsberg, Germany. All three privately owned U.S. corporations share a business complex located in Fort Smith, Arkansas.

“Richard has been instrumental in the rapid and sustained growth of Umarex USA. He is well qualified to lead the company as CEO,” said Blalock. “He understands our market space and is strong strategically. He has genuine gratitude for the contributions of others and his leadership style includes having fun.”

Prior to becoming company president Turner served as vice president of sales and

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marketing since 2006. During that time, he successfully guided the strategic expansion of the company’s product portfolio and sales growth.

Although nearly all of Turner’s career has been in consumer products, he has spent the past 20 years in senior management roles within the outdoor and shooting sports industry, including time with PRADCO Outdoor Brands and Russell Outdoors/Mossy Oak Apparel. He holds an undergraduate degree in marketing from Birmingham Southern College as well as an MBA from University of AlabamaBirmingham. He also serves on the board of directors of the Airgun Sporting Association.

“I am grateful for the opportunity and the trust of the board to lead Umarex USA as its CEO,” Turner said. “My time with the company has been very rewarding primarily because of our talented and committed Umarex team, along with both our exceptional customers and external business partners who, like us, are ultimately focused on providing for the needs of our consumer. I am tremendously excited about our combined continued efforts that will lead Umarex USA into our next phase of growth.” (umarexusa.com)

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Keeping the Legend Alive

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ased in Winchester, Virginia, Taylor’s Firearms has been in business for more than 30 years creating heritage firearms that appeal to both serious collectors and hunting and shootingsports enthusiasts. Its motto is “Keeping the Legend Alive,” and the latest addition to its Lifestyle Series is the TC86 Takedown rifle.

The TC86 Takedown in .45-70 is a versatile tool for hunting, hiking, or plinking at the range. It features a color-case receiver and checkered pistolgrip walnut stock. A rubber butt plate absorbs recoil, and the wide lever size allows for easy use in all conditions. It also includes a Weaver rail sight with a Skinner peep sight.

“Taylor’s & Company brings to the gun enthusiast classic firearms that made cowboys, lawmen, and outlaws famous, but with a modern twist,” says Rob Girard, vice president of sales and marketing. “All of our premium firearms are made using the latest in precision machinery and high-quality materials with one goal in mind—to create reliable and accurate reproductions of Civil War, Old West, hunting, and tactical guns from the 19th century. The TC86 Takedown is a perfect example of this.”

Girard says the TC86 Takedown is shipping now. (SRP: $1,839.86.)

“Since we include both revolvers and rifles in our product mix, your customer’s next firearm is here.” (taylorsfirearms.com)

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

A Milestone Achievement

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SSF, the firearm industry trade association, has taken notice of a milestone achievement—firearm and ammunition manufacturers topped $14.1 billion in contributions to the Wildlife Restoration Trust Fund since its inception in 1937.

“This is truly a remarkable win for wildlife conservation,” said Joe Bartozzi, NSSF’s President and CEO. “This fund has been responsible for the restoration and recovery of America’s iconic game species, including the Rocky Mountain elk, whitetail deer, pronghorn antelope, wild turkeys, and a variety of waterfowl. It is also responsible for funding the recovery and conservation of nongame species, including the American bald eagle, reptiles, fauna as well as conservation of the lands that allow them to thrive. The firearm industry is proud to perform such an important and vital function to ensure America’s wildlife remains abundant for future generations.”

The Wildlife Restoration Trust Fund, commonly known as the Pittman-Robertson fund or Firearms and Ammunition Excise Tax, is a tax paid by firearm and ammunition manufacturers on the products they produce.

The excise tax is set at 11 percent of the wholesale price for long guns and ammunition and 10 percent of the wholesale price for handguns. The excise tax, paid by manufacturers and importers, applies basically to all firearms produced or imported for commercial sales, whether their purpose is for recreational shooting, hunting, or personal defense. The tax is currently administered by the Alcohol and Tobacco Tax and Trade Bureau (TTB) in the Department of the Treasury, which turns the funds over to the U.S. Fish and Wildlife Service (USFWS).

USFWS then deposits the Pittman-Robertson revenue into a special account called the Wildlife Restoration Trust Fund, which is administered by the USFWS. These funds are made available to states and territories the year following their collection.

These 10- to 11-percent excise tax dollars collected since 1937 under the Pittman-Robertson Federal Aid in Wildlife Restoration Act are specifically designated to be used by state wildlife agencies for conservation.

Collectively, purchasers of firearms and ammunition, hunters, and the industry are the greatest source of wildlife conservation funding in the country. (nssf.org)

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NEWS BRIEFS

LEUPOLD TO BUILD NEW DISTRIBUTION CENTER Leupold & Stevens, Inc. has broken ground on a new distribution center located on the company’s Beaverton, Oregon, property. The new, state-of-the-art facility will replace Leupold’s smaller, existing facility, which is located offsite. Upon the project’s completion, Leupold will have more than 200,000 square feet of office, manufacturing, and distribution space onsite.

“We pride ourselves on the dominant performance of our products and our commitment to providing excellent service to our customers,” says Bruce Pettet, president and CEO of Leupold & Stevens, Inc. “Having our new distribution center on-site at our existing corporate campus will increase efficiency and help us bring even more overall value to our customers. It’s a testament both to the growing strength of our brand and the support that our partners and core consumers have shown us.”

Leupold & Stevens has been located in northwest Oregon since the company’s founding in 1907.

It moved out of its original Portland facility and into its Beaverton location in 1968. All but a handful of Leupold’s more than 700 employees work out of the Beaverton headquarters, where all of the company’s riflescopes and red-dot sights are designed, machined, and assembled. (leupold.com)

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by robert FIVEa sadowski MINUTES

WITH ...

In a 14-year tenure with Remington, he held various positions in product management, brand management, product development, and ultimately served as the senior vice president and general manager of the firearms business unit.

He has a B.S. in Business Administration with a marketing concentration from the University of North Carolina at Greensboro and an MBA with a finance concentration from Wake Forest University. Trull is also a board member of the recently announced Vista Outdoor Foundation.

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

John trull: We as an industry are all very

John Trull, Vista Outdoor vice president of product management of ammunition.

A Path for the Future Steering Remington Ammunition back to profitability requires the steady hand of an industry veteran.

P

rior to joining the Vista team, John Trull served as the senior vice president of sales for Remington Outdoor company. With more than 20 years of experience in the hunting and shooting sports industry, he has held a variety of roles in different industry segments. Before returning to Remington in March 2020, those roles included executive vice president for Davidson’s and CEO of Hunters Specialties.

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much aware of the many challenges we face on the political, legislative, and social perception front. While all these issues are paramount and we must continue to align ourselves to address them, none of those matter without a solid plan to address the one fundamental aspect we all share, which is expanding the base of those who buy and consume our products. As our traditional customer base continues to age, we must be out in front of recruitment of new participants and the retention of the millions of new shooters that we have gathered in 2020 and 2021. The new shooters we have gained do not fit the historical paradigm of what we as an industry are accustomed to. Many of them do not come from a background in the hunting and shooting sports community. There is more diversity than we have seen before. We need to engage those that make up the future of our industry, listen to them and be responsive to their needs. We must work to provide education and access to those who need it. Simply put, we cannot be complacent. We must be proactive and create sustainable, long-term growth opportunities and not let surges in demand dictate whether we have good years or tough years.

It is up to us as an industry to chart a path for the future.

Sb: What opportunities do you see? jt: Every challenge presents an opportunity. An estimated 8.5 to 9 million new shooters have joined us since the onset of the pandemic; we have a tremendous opportunity and a responsibility to reach out to these new gun owners and meet their needs. Very seldom in a mature market does the “pie” get larger. As we cultivate these new shooters and welcome them as engaged participants, there is a great opportunity for them to reach others in an extension of their network. ❚

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by slaton l . white

Sb: When you get up in the morning, what gets you excited about working in the industry? jt: We are fortunate to work in an industry

that is also a passion. How many people can say that? I guess some folks get excited about corrugated boxes or shampoo, but not me. I am thankful that I can be engaged in a business that is a part of who I am as a hunter and a shooter.

Sometimes we all need to remind ourselves of just how fortunate we are to work in such a fantastic industry filled with genuinely good people.

Sb: How will you meet the expectations of your customers? jt: By listening to them. Sometimes that is a

lost art. Stop talking and listen to what your customers are telling you. Understand the challenges and problems they face and work to bring forth creative, innovative, and substantive solutions.

Sb: How are you going about rebuilding the Remington Ammo brand? jt: The fantastic thing about the Remington

brand is that the brand is not broken. Yes, Remington has faced its fair share of challenges in recent years, but the brand itself is truly iconic and ingrained in our country’s history. Our customers, fans, and followers are amazingly loyal and already helping us on our way back.

Many ask about the future of the brand under Vista Outdoor. I guess their concern is that the brand will be diluted somehow. That simply is not the case. We have dedicated resources on the marketing, brand, product management, and R&D side of the business to ensure that Remington has its own swagger and stays true to the Remington brand promise and identity.

Our primary focus now is to bring much needed capital and human resources to the business to ramp production back to where it should be.

We are making great strides and the results are evident. Of course, in this current market environment where demand far outpaces supply across the industry, that is difficult to see.

Nonetheless, it is happening. It is great to see Core-Lokt coming off the line at levels we have not seen in quite some time. Our new product roadmaps are coming together nicely with exciting introductions planned over the coming years. So, the focus is not so much on rebuilding the brand. The brand is solid. We are focusing on the blocking and tackling required to delight our customers with plenty of product on the

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shelves and delivering new solutions to the market. Rem Oil and other gun-care products will be returning to the shelves very soon. I am also pleased to say that Remington will be continuing the tradition of the Bullet Knife in 2021, and one may not have to look too far out in the future to see a full line of Remington cutlery returning to the market.

In addition, we have a renewed focus on licensing with the Remington brand. We have spent time polling our consumers and our customers and this has just reinforced the elasticity of the brand into categories that we refer to as “360 degrees around the campfire.” We have engaged and signed up many new partners in a short period of time. In 2022 consumers will find coolers, ground blinds, nostalgic swag, branded apparel, technical hunting apparel, as well as many other categories, all proudly showcasing the Remington brand.

Sb: How is Remington Ammo re-connecting with its retailer base? What are these retailers

telling you?

jt: We have in my opinion, the most profes-

sional sales force in the industry, and I mean that in all sincerity. These folks are absolutely buttoned up. The relationships they have with our accounts, ranging from the largest of large retailers to the dealer, are second to none.

Incorporating Remington into that mix has created synergies one could only imagine, and our retailers are responding with tremendous enthusiasm.

This is one of those situations where two plus two truly equals five. When our sales team calls on an account, they bring an assortment that no one else has with Remington Ammunition and Accessories, Federal, CCI, Blazer, Speer, Estate, Hevi-Shot, and a full assortment from Vista’s Hunt/Shoot business. You name it in the world of ammunition and accessories, and we pretty much have it all right at the retailer’s fingertips.

It really is a fantastic value proposition.

(remington.com)

Core-Lokt is now coming off the line at levels not seen in quite some time.

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gunsmith helped Woodling refinish his first gun — a Winchester Model 62 pump-action .22 rifle that his grandfather had given him.

After serving in Vietnam as a U.S. Navy corpsman, Woodling worked as a gunsmith while earning degrees in science and chemical engineering technology. He moved to Charlotte in 1987 and spent the next 18 years building a career in corporate-level production management. Through it all, he continued gunsmithing on the side, eventually landing a part-time position at Hyatt Guns.

In 2004, Woodling decided he’d had enough of the corporate world and walked away. He started working full-time at Hyatt Guns the next day and never looked back. Woodling went on to help Larry Hyatt, the owner of Hyatt Guns, build one of the largest gunsmithing operations in the country.

Preparing the Next Generations When gun owners arrive at Hyatt Guns for repair work, they often ask for “Woody.” He’s usually working in the back and easy to spot in his trademark brown apron and flip-up magnifying headgear. He also carries a 1911 in a leather shoulder rig.

John Mark Woodling, better known as Woody, is the head gunsmith at Hyatt Guns in Charlotte, North Carolina.

Keeping Tradition Alive An experienced gunsmith works to pass his knowledge on to the next generation.

I

n the fast-moving world of firearm innovation, it’s easy to forget the older generations of guns that were once considered cutting-edge. Those firearms are still

around and in many cases continue to perform well. Gunsmiths see them when it’s time for repair or restoration. Understanding how to properly service the more obscure models can be a challenge for even the most talented tradesmen. That’s why knowledge passed down directly from master gunsmiths is invaluable.

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John Mark Woodling, the head gunsmith at Hyatt Guns in Charlotte, North Carolina, is one of those masters who continues to keep the tradition alive.

Decades of Gunsmithing Wisdom Woodling, who goes by the nickname “Woody,” has been working as a professional gunsmith since the late 1970s. His experience, however, goes back to his childhood. As a boy, Woodling spent time with a neighborhood gunsmith who taught him the art of bluing guns. The

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Gunfit is a key aspect of Woodling’s job. Here, he measures length of pull for a customer who needs a stock that better fits his measurements.

Today, Woodling leads a team of eight gunsmiths at Hyatt Guns. Most of the team members are in their early to mid-20s. He often hires graduates from a well-respected gunsmithing program at a nearby community college.

Woodling enjoys training the apprentices to repair and restore firearms that they have never encountered.

“Every day is a teaching session,” he says.

“There are thousands and thousands of different guns out there that they’ve never seen. Each one has its own little tricks on how to take one apart and how to work on it. They can only learn that from somebody who’s done it.”

Although Woodling enjoys the variety he encounters at Hyatt Guns, he prefers working on older models, particularly side-by-side shotguns and 1911-style pistols. Currently, he is restoring two LC Smith shotguns that were manufactured in the 1890s. When he finishes, both shotguns will look like new.

“I have people send me guns from all over the United States to work on,” Woodling says.

“You get all this history, and I study that history.

I’m a history buff, so I pass that on to my younger guys. We need to pass these things on to the next generation, so that they can do what

we’ve learned to do. The future of gunsmithing is in these younger people. They need to understand what they’re working on and where it came from in order to be a truly good gunsmith. Every day is a teaching day and that keeps me going.”

Woodling says he has no intention of retiring. Instead, he plans to eventually go back to gunsmithing part-time, where he’ll continue sharing his passion for guns and history while teaching younger generations how to properly care for guns. (hyattgunstore.com)

Firearm History Lessons Over the years, Woodling has repaired countless firearms, ranging from ancient Japanese matchlocks to modern machine guns. He has worked on movie prop guns that were carried by John Wayne, Lash LaRue and other famous actors.

He’s restored firearms that were used in the Revolutionary War and Civil War, some of which are worth more than $200,000 today.

“It’s a piece of history. It’s absolutely a piece of history,” Woodling says. “I know what kind of gun different people in history used. When I get one of those guns in, I can say, ‘This is the same type of gun that Jesse James carried during the Civil War.’”

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Woodling leads a team of eight gunsmiths. He often hires graduates from a gunsmithing program at a nearby community college.

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MAXIMUM CLARITY

MAXIMUM This year, retailers have seen an intense focus on optics for pistols, as well as products designed specifically for long-distance use.

by Robert Sadowski

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T

he two big trends this year are optics for pistols and for long distance. Many riflescopes now feature more magnification range, with many new 6X and 8X models added to lines.

You can thank long-range shooting for this development.

As a result, hunters can expect lightweight scopes suited for adventures in the backcountry. There are also thermal-imaging scopes for night hunting. Red-dot optics for pistols are evolving with features that not only make them easier to use, but conserve battery life as well. Many new spotting scopes sport reticle eyepieces for ranging, and new binocular models are offering high-quality images with juiced-up power and lightweight construction. Here’s a look at the new goods.

BUSHNELL

The new RXS-250 (SRP: $249.99) reflex sight was designed for pistols, rifles, and shotguns and is compatible with Leupold’s DeltaPoint Pro footprint. The RXS-250 uses a combination of features to extend battery life, while offering high brightness settings for day-bright visibility of the 4 MOA dot. The chamfered hood edges help prevent snags on clothing or other objects. It comes standard with a user-selectable 12-hour auto-off timer that can be disabled.

ATN

The X-Sight LTV (SRP: starts at $599) day-and-night digital riflescope series allows for real-time footage of your adventures in vivid, crisp clarity during all light conditions. Two models include a 3–9x30mm and 5–15x50mm. The scopes have multiple reticles and can record hours of video onto a removable micro SD card. The battery delivers more than 10 hours of life. (atncorp.com)

BERING OPTICS

The Super Hogster 2.9–11.6x35mm Thermal Weapon Sight (SRP: $3,195) is designed for night hunting at medium- and long-distance ranges. Features include switchable image polarity (White Hot, Black Hot, Red Hot, Colored Hot), eight reticle patterns (including 3 BDC reticles), picture-in-picture and zeroing calibration memory functions, digital compass, and inclinometer. The compact, lightweight sight comes with a quick-release mount compatible with Picatinny-style rails. The unit can also be used as a handheld imager for scouting situations.

Bushnell has enhanced its professional-grade Elite Tactical compact spotting scope with the new 8–40x60mm LMSS2 (SRP: $1,749.99). Features include upgraded exterior lens coatings, updated HORUS reticle options, and a powerchange throw lever, as well as other user-control enhancements. The LMSS2 is ideal for military personnel, law enforcement officers, competitive shooters, and hunters. The LMSS2 is available with the H322 or the TREMOR4 spotting-scope reticle, which complements Bushnell’s Elite Tactical optics and other mil-based riflescopes. Length is 12.7 inches, weight is 37 ounces. Available in flat dark earth and black finishes.

(beringoptics.com)

Banner 2 riflescopes are purpose-built for hunting and feature improved optical performance with better contrast and clarity and dusk/dawn low-light performance. Models include a 3–9x40mm (SRP: $89.99), 3–9x50mm (SRP: $99.99), 4–12x40mm (SRP: $109.99), and 6–18x50mm (SRP: $139.99). All models are equipped with a DOA Quick Ballistic Reticle that provides five drop points with 5-mph wind-hold lines. This reticle can be used for any caliber that matches typical hunting cartridges out to 500 yards. With the free Bushnell Ballistics App, hunters can quickly determine exact distances on the reticle. The scope ships with Weaver-style aluminum rings. (bushnell.com)

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GPO (GERMAN PRECISION OPTICS)

The new SPECTRA 6X riflescope lineup offers six new models that include a 1–6x24i (SRP: $799.99), 1.5–9x32i (SRP: $899.99), 1.5-–9x44i (SRP: $899.99), 2–12x44i (SRP: $899.99), 2–12x50i (SRP: $949.99), and 3–18x56i, (SPR: $1099.99). All models feature a 30mm main tube, proprietary GPObright high-transmission lens-coating technology, iControl illumination technology, PASSIONdrop hydrophobic exterior lens coatings, and a double HD glass objective lens. The 1-6x24i and 1.5-9x32ir are compact and lightweight and feature a G4i reticle and G4i drop reticle, respectively. For medium- and long-range hunting, both the 2–12x44i and 2–12x50i scope feature magnification power from 2X to 12X, and either the BRWi ballistic or the G4i reticle.

For low-light accuracy, the 3–18x56i scope features magnification from 3X to 18X, a massive 56mm objective lens, and a BRi reticle with illuminated holdover markers. The new SPECTRAdot red dot (SRP: $1,649.99) was designed for tactical shooters and hunters who require rapid target acquisition. It is equipped with a mount for Weaver/Picatinny-style rails and runs up to 50,000 hours with a CR2032 battery. The 3 MOA red dot has six daytime and five nighttime brightness settings.

The GPO RangeGuide laser rangefinding binocular series now includes an 8x50mm binocular (SRP: $1,649.99) that offers precise ranging on reflective targets out to nearly 1.75 miles. The binos weigh only 35.2 ounces. The fast-scan mode provides three readings per second via an orange OLED display with nine adjustable brightness levels. The RangeGuide also measures ambient temperature in either Fahrenheit or Celsius. (gpo-usa.com)

8–32x56mm. The two FFP models include a 4–16x50mm (SRP: $799) and 6–24x56mm (SRP: $819). SFP models are equipped with either an illuminated half-mil reticle or SR Pro II reticle; FFP models have a half-mil reticle. (hawkeoptics.com)

HOLOSUN

The new X2 series pistol optics incorporate updates to improve performance and usability. Depending on the model, new features include: Lock Mode, which prevents unintentional setting changes while the firearm is being carried; Solar Failsafe technology, which ensures the optic will operate without battery power; and Shake Awake, which puts the optic automatically to sleep when the unit has not detected movement or vibration in a specific amount of time (programmable by the operator). Once the unit senses movement, it will automatically turn itself on and recall the last brightness setting used.

All X2 series optics have a side-mounted battery for easy replacement. The HS407C X2 (SRP: $282.34) and HE407C-GR X2 (SRP: $299.99) feature a 2 MOA red or green dot, respectively. The HS407CO X2 (SRP: $317.64) features an 8 MOA red open-circle reticle. The HS507C X2 (SRP: $364.69) and HE507C-GR X2 (SRP: $399.99) models feature a Multi-Reticle System (circle dot, 2 MOA dot, or 32 MOA circle) in red or green, respectively. The HE508TRD X2 (SRP: $435.28) and HE508T-RD X2 (SRP: $470.58) models are built with a titanium housing and feature a Multi-Reticle System (circle dot, 2 MOA dot, or 32 MOA circle) in red or green, respectively. All seven models are equipped with Solar Failsafe and Shake Awake technologies. The HS407K X2 (SRP: $258.81) features a 6 MOA red-dot reticle and Shake Awake technology.

The HS507K X2 (SRP: $341.16) is equipped with a red Multi-Reticle System, Shake Awake, and Lock Mode technologies. (holosun.com)

HAWKE OPTICS

Hawke has upgraded its Sidewinder riflescope with first focal plane (FFP) and second focal plane (SFP) models. These models feature a 30mm main tube, an ultra-wide 24-degree field of view, and precision locking turrets with 1⁄10 MRAD clicks that now have a Witness Window that provides instant visual confirmation of the turret position. The SFP models (SRP: $619-$689) include a 4.5–14x44mm, 6.5–20x44mm, 4–16x50mm, 6–24x56mm, and an

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KONUS

The Konuspro EL-30 series now features a 6–24x50mm (SRP: $734.99) model with patented LCD technology that generates 10 interchangeable reticles.

These reticles accommodate nearly every need, including long-distance targets, tactical use, and hunting. The illuminated red reticles are adjustable for low-light conditions, and the scope is also equipped with a parallax adjustment wheel. The lockable tactical turrets have 1/8 MOA adjustment clicks.

The new second focal plane Glory riflescope series includes 2–16x50mm and 3–24x56mm configurations (SRP: $769.99 or $824.99, depending on reticle).

Both models provide a versatile 8X zoom system that makes them ideal for long-distance use. Reticle options include a German-4 or Fine Crosshair, both with a dual illuminated center dot in red or blue. Built with 30mm tubes, these scopes offer lockable push/pull turrets resettable to zero with ¼-MOA click adjustments.

Two new thermal monoculars include an entry-level 160x120 resolution model (SRP: $1,119.99) and a more professional version with 384x288 resolution (SRP: $2,944.99). Both have built-in memory for pictures and video storage for thermal images in four different palettes (black, white, red, and multicolor). These images can also be transferred directly to a cellphone via Wi-Fi.

MARCH SCOPES

The new March-F 1–10x24mm Shorty DR model (SRP: $2,650 to $2,700, depending on turret type) uses a dual-reticle setup that gives it the advantages of both an SFP and FFP reticle. This scope can be used like a red-dot sight, and at high magnification it can be used for precision long-range accuracy. It is available in tactical and hunting versions with capped turrets. Both are only 8.4 inches in length and weigh only 17.8 ounces.

The 1.5–15x42 SFP (SRP: $2,500 to $2,600, depending on turret type) with either an illuminated MTR-3, MTR-4, or MTR-5 reticle, was designed for the NRA’s new Mid-Range Tactical Rifle competitions. These scopes offer 10X zoom and a new fast-focus feature. The 4.5–28x52mm (SRP: $3,290 to $3,590, depending on reticle) scopes are FFP with either illuminated or non-illuminated reticles. The illuminated FML-TR1 is a tree-type or grid system reticle, while the FML-3 reticle is a non-tree type. The non-illuminated FML-PDK is also a grid-type reticle, while the FML-LDK is a simpler non-grid design.

These scopes were designed for tactical disciplines such as Precision Rifle Series competitions and can also be used for hunting. (marchoptics.com)

(konus.com)

MEOPTA

LEICA

Leica’s first thermal imaging camera, the Leica Calonox, is now available in two versions. The View model (SRP: $3,999) is a hand-held observation device, while the Sight model (SRP: $3,999) is a riflescope. Both allow terrain to be searched for game in the dark or in otherwise difficult lighting conditions. They offer a large field of view with a high-detection range and high-contrast imaging.

The Amplus 6 riflescope series features four models: 1–6x24mm (SRP: $1,199), 2.5–15x50mm (SRP: $1,399), 2.5–15x56mm (SRP: $1,499), and 3–18x44mm (SRP: $1,399). All feature 6X zoom and reticle illumination in a 30mm tube design. Illuminated reticle options in these SFP scopes include an L-4a, L-4a BDC, and Ballistic BDC.

The new MeoPro Optika LR series consists of two models: a 10x42mm HD (SRP: $1,499) and 8x50mm HD (SPR: $1,849). Both laser rangefinding binoculars quickly measure distance out to 2,600 yards and 2,950 yards, respectively.

The illuminated OLED display can be set to yards or meters and features four levels of brightness control. Display readings automatically shut off after 10 seconds to extend battery life. The Optika LR also features twist-up eyecups, dual diopter adjustments, and a low-battery indicator. (meoptasportsoptics.com)

(leicacamerausa.com)

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PRIMARY ARMS

The budget-friendly SLx MD-20 (SRP: $149.99) micro red dot features an ultra-bright, high-efficiency LED reticle that provides daylight-bright illumination with 11 push-button illuminations settings and a 50,000-hour run time on medium settings. It also has an AutoLive motion-controlled illumination system and is constructed with a durable aluminum body. The new SLx 1–5x24 FFP (SRP: $399.99) riflescope was designed for law enforcement, with a 5X maximum magnification suitable for a wide variety of law enforcement agencies. It features an illuminated ACSS Raptor 5.56/.308 reticle that offers intuitive ballistic-drop-compensating aiming capabilities.

Weight is under 18 ounces.

SWAROVSKI

The new 115mm objective module (SRP: $3,299) brings more light to the eye, compared to a 95mm objective module, so it is easier to observe the tiniest details and features in every observation scenario. This unit is part of Swarovski’s versatile spotting-scope system consisting of three different modular oculars: ATX angled, STX straight, and BTX dual eyepiece. (swarovskioptik.com)

(primaryarms.com)

TRIJICON SIG SAUER

ZULU6 image-stabilized binoculars feature Optical Image Stabilization (OIS) technology that utilizes an electronically stabilized, two-axis gimbal system to cancel out vibrations caused by wind, waves, washboard ranch roads, heartbeat, heavy breathing, and shaking. In addition to OIS technology, the binoculars benefits from SIG’s SPECTRACOAT, LENSHIELD, and LENSARMOR coatings, as well as MOTAC (motion activated illumination).

Available in 10x30mm (SRP: $799.99) and 16x42mm (SRP: $899.99). Both models carry an IPX4 waterproof rating for use in wet environments.

The new RMRcc (SRP: $699) is a thinner, lower-profile version of the legendary RMR reflex sight. It weighs only one ounce, making it ideal for concealed carry. Constructed from 7075-T6 aluminum, the RMRcc retains all the features of the RMR, including easy-to-use buttons, a 2032 battery with up to four years of illumination, and a variety of mounts to fit popular concealed-carry pistols. Available with either a 3.25 or 6.5 MOA dot reticle. (trijicon.com)

(sigsauer.com)

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TRUGLO

The TX6 riflescope series is a first focal plane tactical scope available in two models: a 3–18x50mm (SRP: $349.99) and 4–24x50mm (SRP: $449.99). Both feature milliradian target turrets and an illuminated and glass-etched milliradian reticle. Long-range shooters will appreciate the mechanical zero-stop, powerful 6X zoom range, side-focus parallax adjustment, and multi-position quick-zoom lever. The TRUGLO TX6 long-range tactical rifle scope is constructed from one-piece aircraft-grade aluminum with 30mm main tube.) (truglo.com)

VIRIDIAN

VORTEX

The Razor HD LHT long-range hunting scope is available in 3–15x42mm and 3–15x50mm (SRP: $1,399-$1,499, depending on reticle). These scopes are built on a lightweight platform, weighing 19.1 ounces and 20.5 ounces, respectively.

Features include a push-button illumination reticle, locking elevation turret, and Vortex’s RevStop Zero System.

The Strike Eagle series now includes an FFP 5-25x56mm (SRP: $799.99) long-range scope with all the goods: Illuminated EBR-7C reticle, exposed locking turrets, and Revstop Zero System. It’s built on a 34mm tube.

Turn the Viper HD 85mm spotting scope into an optical measuring stick for range work and spotter-to-shooter communication with a fixed magnification 33.5X ranging reticle eyepiece (SRP: $289). It is compatible only with Viper HD 85mm spotting scope models.

New to the Diamondback HD binocular series is a 15x56mm binocular (SRP: $474.99). It features HD clarity, superior image resolution, and improved light transmission.

The AMG UH-1 Gen II red-dot sight is designed for close-quarters situations, offering speedy holographic display and four night-vision-compatible settings, plus a dedicated night-vision button. The large viewing window makes this sight fast with an EBR-CQB reticle.

The redesigned Diamondback HD spotting scopes in two new models—a 16–48x65mm (SRP: $499.99) and 20–60x85mm (SRP: $599.99)—are juiced up for long-distance hunting. Features include a streamlined exterior, built-in helical focus wheel, and either a straight or angled eyepiece. (vortexoptics.com)

Two new additions to the EON Optics lineup include the EON 1x20mm red dot (SRP: $99) and EON 1x35mm red dot (SRP: $99). Both offer rapid target acquisition in a robust and compact package. They are ideal for pistol-caliber carbines, tactical shotguns, and rifles. The EON 1x20mm red dot can be mounted directly to a Picatinny rail with the included see-through riser. It is equipped with a 12 MOA dot reticle with 10 brightness settings. The EON 1x35mm reticle is comprised of a single 2 MOA dot surrounded by an illuminated circle. It has three color choices, red, green, and blue.

The new E-Series Laser Sight (SRP: $132) is designed for the Taurus TX22 pistol, where it mounts to the triggerguard and rail. It features an ambidextrous on/off button readily accessible with the trigger finger. Each laser has a 5-minute auto shut off to help preserve battery life. (viridianweapontech.com)

ZEISS

The Victory SF 8x32mm (SRP: $2,249) is the latest addition to the SF line of binoculars. Its roof-prism design offers an exceptionally wide field of view of 465 yards at 1,000 feet, and SmartFocus technology for razor-sharp images at varying distances. Weighing only 21.2 ounces, it can be comfortably held during long viewing sessions. (zeiss.com)

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NSSF RANGE-RETAILER BUSINESS EXPO AP

by

C E R

C arolee a nita b oyles

In

July, the opening of the 2021 NSSF Range-Retailer Business Expo marked the first live industry-wide event since the country shut down for COVID-19 shortly after the 2020 SHOT Show. Exhibitors and attendees from around the country gathered in West Palm Beach, Florida, for two-and-a-half days of seminars.

They also got the opportunity to engage in a handson trade show geared specifically to shooting range owners and retailers.

Jaime Ramos, national accounts manager for American Tactical, said the Expo had a great feel for dealers who have, or are interested in, adding or building shooting ranges. “The SHOT Show, while the biggest event out there, doesn’t always provide the right audience for us during the whole show,” he said. “With this one, you’re grabbing a specific audience that you can cater a program to. Vendors can sit down and talk with a range operator, buyer, or marketer. They may not get that opportunity at the SHOT Show.”

Kristi Hearing, director of partner relations for US Law Shield, said companies need to exhibit at both the SHOT Show and the Expo. “It’s important to come to the Expo because it’s a targeted audience,” she said. “It’s also important to be at SHOT, but here we get more one-on-one time, and we can really have focused conversations and build relationships.”

Retailers also were able to see products that help them sell firearms. Gunspot.com offers firearm retailers an additional avenue to market products online.

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“Gunspot.com is an alternative answer to other online auction sites,” said Mike Winkle, lead developer for Full Bore Studios. “We think we’ve improved on all the things that have frustrated us with other sites over the years. We have instant chat, phone numbers and emails, and we even have a fax machine for customer service. There are so many ways you can get a hold of a real, live human being.”

Attendees not only were able to see products specific to retailers and range operators, they also had an opportunity for lots of education related to the range and retail experience. A full day of seminars on Monday, plus short education sessions on Tuesday and Wednesday, provided a look at many topics that new range operators don’t even think about. Topics included OSHA and EPA regulations, suicide prevention, and coping in a post-COVID economy.

Eric Coulter, Sr., owner of Asylum Weapons in La Marque, Texas, said he went for both the education portion and to talk with some specific vendors.

He is planning to build a range, so he was looking for all kinds of information.

“I like going to Hank Yacek’s seminars,” Coulter said. “He always has good inside information. I also really liked the seminar on the pros and cons of different financing; that was a good session, as was the one on transforming business breakdowns into opportunities.”

Jim Hawke, CEO of Buckeye Shooting Center in Newark, Ohio, is in the middle of building a

shooting range. He said he went primarily for the education opportunity.

“We got a lot out of it,” he said. “It’s the first one I’ve been to; some of our guys went two years ago and said we all needed to go.”

Hawke said he knew he would have some OSHA requirements, but he didn’t know just how much he would have to do; the sessions on compliance were very eye-opening for him.

“We didn’t know what we didn’t know,” he said.

“Now we know what we need to do to be ready to open in October.”

The SHOT Show will take place January 18-21, 2022, in Las Vegas, offering the largest floorplan in show history at both The Venetian Expo & Convention Center and next door at the new Caesars Forum. It will also offer the always-popular SHOT University education sessions for firearm retailers and ranges. Registration opens in October.

Learn more at shotshow.org.

NSSF’s 2022 Range-Retailer Business Expo will take place July 11-13 in New Orleans. The event will offer three days of high-quality education and networking opportunities, along with an exhibit hall full of vendors specific to your business. More details coming soon at nssf.org/expo.

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MODERN TECHNOLOGY FOR HUNTERS AND SHOOTERS

Modern Technology for Hunters and Shooters

Technology is evolving rapidly, and that’s a major benefit to firearm and outdoor enthusiasts.

by Brad Fitzpatrick

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MODERN TECHNOLOGY FOR HUNTERS AND SHOOTERS

T

echnology has reinvented the way we navigate through life. From GPS in cars to video doorbells and remote video meetings for work, there’s no facet of our day-to-day lives that has not been altered by some form of computer technology, and there’s no sign that the trend will change in the future.

Hunting and shooting sports have also been impacted by the current wave of brand-new technology that’s on the market. Today’s shooters and hunters have a broad range of products that can help improve their performance at the range and in the field. And the newest technology isn’t just limited to ballistic products, either. There is a whole host of related products that help us pattern game more effectively and even protect our hearing while amplifying sounds specific to the game we’re hunting. Sound to good to be true? It’s not. Here’s a close look at six of the latest high-tech hunting and shooting products.

TRIJICON VENTUS

Ranging a target and determining the proper holdover in MILs or MOA has become commonplace, but judging wind has always been more of an art than a science. That is, until Trijicon introduced the ground-breaking Ventus. The handheld Ventus is capable of wind mapping out to 500 yards, thanks to its Doppler LIDAR engine, providing readings of headwind, tailwind, vertical wind, and crosswind out to 500 yards.

How does it work? The Ventus utilizes a collimated laser, and as particulate matter in the air reflects laser energy back to the unit it calibrates wind speed at specific locations, providing fast and accurate wind readings at various distances.

In addition to its wind-mapping capabilities, the Ventus is able to range objects out to 5,000 yards. Despite all of its high-tech features the unit is easy to operate using the control buttons, and you can link the Ventus to the Trijicon app on your phone. Is it cheap? Not even close, but the Ventus is an evolutionary step forward in ballistic technology. SRP: $8,000. (trijicon.com)

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TETRA HEARING AMPPODS

The noise levels generated by a single shot from a firearm can do permanent and irreversible damage to your hearing. To combat this, most hunters and shooters wear hearing protection, many of which cancel out the sound of a shot while still allowing lower-decibels sounds like voices to be heard. But Tetra Hearing’s AmpPods take things a step further. Designed by audiologists with a combined 50 years in the field (and a combined 80 years of hunting experience), AmpPods are engineered to pick up on specific frequencies that you’ll want to hear in the field. That means a bull elk’s bugle will be louder than normal while you still get the hearing protection benefits of electronic plugs. How’d they do this? AmpPods are tuned to pick up specific frequencies dependent upon which game you hunt, so you’re actually hearing more of what you need to in order to be an effective hunter.

Furthermore, when purchasing the AmpPods hunters take a hearing screening so that your Tatras are designed specifically to your hearing needs. Weighing less than an ounce, AmpPods fits discreetly in your ear, and they operate on easyto-find hearing-aid batteries. SRP: $699. (tetrahearing.com)

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GARMIN XERO S-1 TRAPSHOOTING TRAINER

For years shotgunners have faced the challenge of knowing why they missed a target on the trap range. Coaches can help, but without being able to see impacts it’s tough to accurately determine why you aren’t connecting with a clay target. The Xero S-1 from Garmin has changed that. This portable, compact radar-operated trainer tracks misses, calculates reaction times, and measures distance to target— all key data pieces that will help shooters improve their performance.

The 5-inch touch screen is easy to access, and the Xero S-1 tracks shooting histories to help improve performance. You can also connect the Garmin wirelessly to your phone using the Xero S app, which catalogs your shots and can help you quickly address the issues behind all those missed targets. With the rapidly increasing popularity of Scholastic Clay Target programs across the country the Xero S-1 is quickly becoming a must-have item for youth teams, and competitive trap shooters, upland hunters, and recreational shooters. SRP: $999. (garmin.com)

GUNWERKS REVIC BR4

The new Revic BR4 is equipped with the new Revic solver with wind and earthbased effects that allow you to shoot accurately out to great distances, thanks to its ultra-fast correction readout in MILs, MOA, or Gunwerks’ exclusive Shoot-ToRange with BDC turrets. The display provides critical data for making tough shots, and the improved ranging tools offer target discrimination and a new longrange mode. It’s easy to program the system using your attached Bluetooth device, and Gunwerks also offers Over the Air Update protocols to provide shooters with the latest updates.

Other key features include a maximum effective range to 4,000 yards, an onboard ballistic solver, 10x magnification, and 10 on-board profile capacity. The unit weighs just 10 ounces, measures 4.85 inches long and runs on a CR2 battery, so it’s roughly the same size as a traditional rangefinder yet so much more capable.

Like other Gunwerks products, the Revic BR4 is a sophisticated machine that’s designed to allow shooters to hit targets at extended ranges right out of the box.

SRP: $1,249. (gunwerks.com)

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MODERN TECHNOLOGY FOR HUNTERS AND SHOOTERS

SIG SAUER BDX 2.0

The BDX system from SIG offers shooters and hunters the ability to hit targets immediately even at long ranges, thanks to wireless connections that pair a riflescope with a rangefinder and phone. Once you have your rifle zeroed and relative data regarding load and ambient conditions input to the system, you simply range an object and the scope illuminates at the proper holdover point, even if the target is at an angle. This takes the guesswork out of long-range shooting and, having used the system, it cuts down considerably on the time required to make an accurate shot at long ranges. That can be critical when a bull elk makes a brief appearance just before dark and your only chance at that animal might require rapid holdover calculations. The BDX 2.0 allows you to use app-free setup and then download the BDX app to input data to your rangefinder and scope. The new system also allows you to pair your optic and rangefinder to pre-loaded ballistic profiles to match most any load. You’ll shoot more accurately, more quickly, and with more confidence than ever before. BDX scope/rangefinder combos range from $549.99 to $1,209.99. (sigsauer.com)

REACTOR FUSION MODULE

How much time have you spent writing DOPE in a notebook? Now there’s a product that does the data collection for you and provides all your DOPE in one convenient system—the Reactor Fusion Module. Technically speaking, the Reactor Fusion Module is a Bluetooth data-acquisition device, and it mounts directly to your firearm and provides a wealth of data (which serious shooters love). The device detects and logs data on every shot, serving as an automatic DOPE book, and it also collects info on weather, number of shots fired and ammo usage, custom analysis reports, and much more. The system even provides automatic feedback on trigger control, and there’s a dry-fire mode for better practice. It also can be linked to your smart phone. This is only a short list of the data the Reactor Fusion Module can collect, but it’s safe to say that there’s never been a better tool for logging your shooting habits and providing a clearer picture of what you and your gun are doing—and how you can improve your performance. $299. (reactorusacom)

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BUSHNELL DS 4K TRAIL CAMERA

When I was a poor college student I had to use a trail camera for my research projects (and hunting projects) that used 35mm film. The photos were grainy, often blurred, and didn’t capture accurate images of animals in poor light conditions. My, how things have changed.

Today’s trail cameras will beam images right to your phone in real time and provide much better image quality than what was available just a few years ago.

But taking good images and video at night and in the daytime has been a challenge—at least until now.

Bushnell has introduced its new DS 4K Trail Camera, and it has the potential to change the industry. The “DS” stands for dual sensor; that’s because the Bushnell has two separate sensor systems (one for daytime, one nighttime). That allows for vivid color 4K video and superb still shots around the clock and no more guessing whether or not what you’re seeing is an extra tine or the glow of ultra-bright infrared light on a buck’s antlers. With a range of 150 feet, .2-second trigger time and .6-second recovery time you’ll get extraordinarily clear images with this camera, even if the animal is moving. Using a trail camera for security purposes? This one will provide maximum detail and help capture crooks. SRP: $249. (bushnell.com)

FIREARMS INDUSTRY

JOBS

Search for Jobs.

Recruit Employees.

Opportunity Awaits.

JOBS.NSSF.ORG

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Legend BIRTH OF A

Winchester Ammo has something special up its sleeve.

by Slaton L. White

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BIRTH OF A LEGEND

P

ike County, Missouri, is classic Midwest whitetail country, consisting of rolling hills, timbered draws, and alternating fields of corn, soybeans, and turnips. As such, it is the perfect place to test a new centerfire cartridge from Winchester Ammunition.

Kyle Masinelli, manager of centerfire and rimfire new product development for Winchester Ammunition, invited me to hunt with this brandnew cartridge just before its debut at the 2019 SHOT show. He figured the big-bodied bucks we would be hunting would test the mettle of the cartridge.

He needn’t have worried. On the third day, with a pair of big bucks hanging in the cooler, we settled down to talk about how the cartridge came to be.

“Cartridge development is sometimes a solution in search of a problem,” he told me. “Not this.”

That said, he admitted that “the .30-caliber arena is a really crowded market, and it’s hard to come up with something new.”

But Winchester did. It’s the 350 Legend.

WHAT IT IS

“The 350 Legend, which will be part of the Deer Season XP line, is a straightwall cartridge,” he said. “The idea when we began work on this 18 months ago was to develop something really new.

Even though there have been a lot of cartridge introductions over the past 10 to 15 years, we felt there was a void out there that nobody was filling. We believed an affordable straightwall-compliant cartridge—one that was accurate, relatively quiet, and had low recoil—would interest a lot of hunters. Clearly, the round will appeal to hunters who live in straightwall states, mainly in the Midwest where this type of cartridge is allowed, but it has appeal far past that segment.”

If you’re not familiar with the straightwall concept, it’s essentially a non-bottlenecked centerfire pistol cartridge. By design, the range is limited to 250 yards. Many of the states that now allow straightwall cartridges for deer didn’t allow (or severely restricted) centerfire hunting. The worry was a bullet that might travel more than 500 yards. That was part of the appeal of limitedrange muzzleloaders and slug guns.

“But lower-power straightwalls, and the 350 Legend is no different, don’t have the range or

trajectory of a .308, which keeps our cartridge in compliance with applicable state regulations,” Masinelli said.

In other words, a straightwall cartridge gives muzzleloaders and slug gunners the option of centerfire performance.

Going this route allows muzzleloaders and slug gunners to up their game, as the 350 Legend has a much flatter trajectory than that of a Foster slug or even a sabot slug shot through a rifled barrel.

Then, too, there is what Masinelli calls the round’s “overall shootability.”

Recoil is just slightly more than a .223 Remington or a 300 Blackout, but the terminal performance exceeds both.

“In a 20-inch barrel this cartridge delivers about 1,800 foot-pounds of energy,” he said.

“Compare that to a .223, which is around 1,150 to 1,200 foot-pounds. We’re getting a substantial

T h e 3 5 0 L e g e n d , w h i c h w i l l b e pa r t of the Deer Season XP line, is a straightwall cartridge.

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increase in terminal effectiveness. In fact, it’s the full weight of a classic .30-caliber deer load, but with far less recoil.”

It’s also a relatively quiet round. “A .308 will have 43 to 45 grains of powder in each cartridge,” he said. “The 350 Legend has only 21 grains. So, you have half the amount of propellant, but with a bigger bore diameter. That means the exit pressures are very low, the concussion is very low even though it’s a fully supersonic full-power cartridge, and the report is minimal.

And, of course, the recoil is very light.”

This is a light-shooting round that packs a powerful punch. The five of us in camp took bigbodied, heavy-antlered mature deer at distances between 25 and 75 yards. Four of the shots were broadsides that opened gaping wound channels.

Those deer all went down within 10 yards. My deer, a ten-pointer, took a quartering shot into the left shoulder, staggered upon impact, and ran into the woods. He only went 50 yards, and we recovered him with little effort.

The Extreme Point bullet consists of four features: a large-diameter polymer tip that accelerates expansion, resulting in rapid impact trauma; a streamlined ballistic profile for flat trajectory and energy retention; a tapered jacket engineered

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Photo courtesy of Winchester

A straightwall cartridge, such as Winchester's 350 Legend, gives muzzleloaders and slug gunners the option of centerfire performance.

for lethal penetration; and an alloy lead core optimized for maximum energy transfer and impact power. At 200 yards, the bullet will drop 8.5 inches; at 300 yards, 31.3 inches. But if you zero the rifle at 150 yards, you can hold dead on at 200 yards because the drop is only 4.5 inches. That will still put the bullet in a deer’s vitals.

Masinelli says the round is perfect for recoilsensitive shooters, young or old. And because the recoil is so light, it allows the shooter to re-acquire the target quickly if a follow-up shot is needed.

But maybe the best news of all is price.

Because the rimless 350 Legend combines a modified .223 Remington parent shell case with a .357/9mm diameter projectile, it doesn’t require extensive re-tooling to manufacture. It also requires fewer steps to make—for example, no annealing, as is the case with bottleneck cartridges. Fewer steps translates into lower manufacturing costs, savings that Winchester intends to pass through to the consumer.

With a degree in mechanical engineering, Masinelli oversees the design, development, and implementation of new ammunition products for each of the trade channels supported by Winchester Ammunition. During the course of his work, he has secured the award of several

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utility and design patents (both U.S. and foreign).

He says his most rewarding accomplishments have centered around developing new products that help provide a solution to bring new shooters or hunters into the industry. Masinelli says the ideas that drive innovation come in many forms, whether by addressing a very specific customer need or while out enjoying his own passion of waterfowl hunting. He is most excited about the rapid growth of first-time shooters in the recent decade, and that these shooters will help identify new needs that will lead the way on many advancements in ammunition.

Winchester executives are pleased with consumer acceptance of the cartridge. “The 155-year-old Winchester brand is built on integrity, hard work, and a deep focus on its loyal customers, “says Matt Campbell, vice president of sales and marketing. “Winchester puts a significant emphasis in developing innovative ammunition products. Our recent caliber introductions with 350 Legend and 6.8 Western have far exceeded expectations. We’re always pushing ourselves and our brand to exceed expectations.”

THE OTHER HALF

A cartridge without a rifle is akin to a stone without a sling. So, Winchester Ammunition turned to its licensing partner, Winchester

Repeating Arms, to provide the shooting platform. Glenn Hatt, Winchester Repeating Arms product manager, got the assignment, and his choice was the polymer-stock bolt-action XPR. “The XPR is all about value,” Hatt says. “It’s rugged, reliable, and accurate, and it combines the proven attributes of the classic Model 70, but in a more affordable package. The Model 70 has been around for 80 years. It’s a legacy; it’s ‘The Rifleman’s Rifle’ for a reason. The XPR is a more utilitarian tool that’s less expensive to manufacture, which helps us get it into a lower price point. For example, the XPR relies on a lessexpensive center-feed design, rather than the controlled-feed design found on the Model 70. At the same time, the XPR does have the same MOA trigger found on the Model 70. That’s because we won’t compromise on accuracy.”

Hatt says the XPR required only a few minor modifications to accommodate the new cartridge. “Because we’re dealing with a straightwall case, rather than a bottleneck case, we did need to make a couple of minor modifications to the barrel. We also needed to modify the follower to give it the right amount of lift to handle the 350 Legend’s heavier bullet.”

Hatt sees a real advantage to the 350 Legend-XPR combo. “Right now long range is all the rage,” he says. “We’re seeing shots at

The large-diameter polymer tip of the Extreme Point bullet accelerates expansion, resulting in rapid impact trauma, and the tapered jacket is engineered for lethal penetration.

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BIRTH OF A LEGEND

BRANCHING OUT The success of the cartridge has spurred Winchester to expand the product line to include Deer Season XP Copper Impact and Defender personal defense loads. The Copper Impact product is loaded with a 150-grain Copper Extreme Point bullet that features a hollow-nose cavity topped with a large-diameter polymer tip. This bullet offers accelerated expansion for enhanced energy transfer while achieving deep penetration and maximum weight retention. The solid copper projectile also provides hunters the opportunity to use the 350 Legend in areas that do not allow traditional lead projectiles.

 The author's whitetail took a quartering shot into the left shoulder and staggered into the woods. He was recovered easily.

game out past 400 yards. But the average guy is going to kill a deer between 75 and 150 yards.

The 350 Legend’s performance puts us right in that wheelhouse.”

Hatt also took a big deer on this hunt, and when I reported a shoulder shot, he hiked out to the shed to take a look.

“Any time you have a new cartridge you want to see how the bullet performs,” he says.

“I wanted to see what kind of penetration we have in such a light-recoil gun, and I was curious to see how it handled a shot through the shoulder of a big buck.”

Was he re-assured by what he saw?

“Absolutely, especially at the distance at which you shot it,” he says. “It went through the shoulder, got into the chest, and did its job.

You can’t ask for any more than that.”

To seal the deal, he says retailers should emphasize that the XPR has “a premium Inflex pad that directs recoil down and away from the cheek, a great trigger, and an accurate barrel. So, from a firearms standpoint you’re starting out with a great platform in which to put the competitively priced 350 Legend. All this should make it easy to sell to new hunters who want to get into the game. You should also emphasize the lack of recoil. This is a gun-and-ammo combination that should appeal strongly to younger hunters and smaller-stature shooters as well as any hunter who has tired of the kick delivered by some of the popular magnum loads out there.”

Lastly, talk price. The XPR lists for under $600, and a box of 350 Legend will go out the door priced like a .223, but capable of delivering far more performance. What’s not to like?

The new 160-grain 350 Legend Defender provides a bonded protected hollowpoint bullet that delivers an ideal balance of terminal-performance characteristics for home-defense situations. Its bonded-core technology helps assure a combination of high retained weight and massive energy transfer. Loaded with a nickel-plated shell case, the cartridge functions in a variety of firearm platforms that are common for defensive applications.

(winchester.com)

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RETURNS FOR THE 2022 SHOT SHOW! SHOT Daily serves as the exclusive printed show title for up-to-the-minute accounts of the latest news, product introductions, seminars and other announcements. 8,000 copies are distributed daily to exhibitors and attendees, totaling 32,000 copies over four days.  NEW and Improved daily format for 2022  Daily live section covering booth presentations, new product introductions and more.  Do you have news-worthy content you would like our editorial team to consider?

Send our team an email to shotbusiness@colepublishing.com

DAY ONE:

DAY TWO:

DAY THREE:

DAY FOUR:

FIREARMS AND FOOTWEAR

OPTICS AND AMMO

KNIVES AND OUTERWEAR

ACCESSORIES

 Interested in advertising in SHOT Daily? Just reach out to our team at shotbusiness@colepublishing.com and you will hear from us right away.

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

Upping

THE GAME Henry Repeating Firearms takes the lever-action to the next level.

by David Maccar

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UPPING THE GAME

T

here was a time, not all that long ago, when leveraction rifles were seen solely as antiques, range toys for cowboy-action shooters, or affordable and reliable game getters for hunters on a budget. But a lot of things in the gun world have changed in the past decade—and that includes the way people think about lever guns and those who buy them.

As a result, Henry Repeating Rifles has become the dominant lever-gun manufacturer in the U.S. Springing from a family long ensconced in the firearms industry, it all began with a single lever-action rimfire rifle prototype introduced in the late 1990s.

The Iron-Framed Henry Original is true to Henry’s 1860 model but uses a modern steel receiver, a case-hardened finish, and a fancy-grade American walnut stock.

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“I remember sitting at an eight-foot-long table in the basement of the SHOT Show,” says Henry founder and CEO Anthony Imperato. “We had one product to show, a Henry H001 prototype. That’s how it all got started. The lever-action .22LR Model H001 is still in our catalog today, and it’s our biggest seller by volume.”

Sales of the model H001 hit the 1 million mark in 2017. Today Henry’s diverse catalog not only features a wide variety of lever-action rifles and .410 shotguns, but also many popular single-shot break-action guns, lever-action pistols, and even the semi-auto AR7 Survival Rifle, all made in the U.S.A. To be sure, Marlin’s extended hiatus (due to the bankruptcy of Remington) certainly helped Henry, but the company was already on an upward trajecto-

ry, allowing it to seize market share from Marlin when its parent company faltered.

The new Marlin Firearms, now under Ruger ownership, is currently spinning up its social media channels and is promising new guns and some healthy competition in the lever-gun market. Henry says its more than ready to meet the challenge.

“There's certainly room for everyone, and we welcome them back,” says Dan Clayton-Luce,

Henry Founder and CEO Anthony Imperato (left) and newly appointed president Andy Wickstrom (right) in the office.

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 The Side Gate Lever Action , which features a hardened brass receiver, is available in .30-30 Win, .38-55 Win, .35 Rem, and the highly popular .45-70 Gov't.

Henry’s director of public affairs. “Competition is what drives everyone to produce their best results, and we're ready to compete.”

MARKET SHIFT

The folks at Henry stay on the balls of their feet, ready to pivot. They’ve definitely seen a shift in their target demographic, and their product lines have evolved accordingly without ignoring fans of classic lever guns. There’s a lesson there for other companies.

“We are appealing to a much wider and younger audience than we were even 10 years ago,” Clayton-Luce says. “We believe many are looking to the lever-action platform as something different from what they currently own. Then there are those who grew up with their father or grandfather hunting with a lever-action .30-30, and they want to experience that for themselves.

“There are also people who saw a uniquelooking custom build on Instagram and want something similar; others may have seen something similar in their favorite video game or movie and want to play out that fantasy at the shooting range. Our feeling is that the audience

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The barrel, receiver, lever, and magazine on the All-Weather Side Gate are all hard chrome plated for the ultimate in durability. Available calibers are .44 Magnum, .45 Colt, and .357 Magnum/.38 Special.

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UPPING THE GAME

THE LEADERSHIP FACTOR Great product is one key to a successful operation. Another is inspired leadership.

Over the summer Henry appointed Andy Wickstrom as company president. In that capacity he will provide leadership directing the future of Henry Repeating Arms while preserving the company’s core values, relationships with employees, vendors, distributors, dealers, and the company’s obsessive focus on the customer.

Employed by Henry Repeating Arms since November 2006, Wickstrom started as the general manager of the company’s Rice Lake, Wisconsin, manufacturing facility. He began his career as a manufacturing engineer and then director of operations at Wright Products, a key Henry supplier starting in 1998. In 2006, certain assets of Wright Products, as well as its 140,000-square-foot Wisconsin facility, were acquired by Henry.

In 2015, Wickstrom was promoted to vice president and general manager to oversee all company activity, including its 110,000-square-foot facility in Bayonne, New Jersey. During his 15-year tenure with Henry Repeating Arms, he facilitated the growth of operations, company-wide improvements, and new product development while implementing lean manufacturing practices and cost-saving methods.

Today Henry Repeating Arms has more than 550 employees between its two locations and manufactures a growing catalog of more than 200 different models of firearms in a variety of calibers and finishes.

is not just shifting younger, but expanding to include younger buyers.”

These days, the sheer number of younger gun buyers and new gun owners has to be taken into consideration at every turn by retailers and manufacturers. NSSF estimates that of the astonishing 21 million background checks conducted for gun sales in 2020, 8.4 million were purchases made by first-time gun buyers. You ignore these numbers at your peril.

A sizable cohort of these new customers will want synthetic furniture, fiber-optic sights, different colors, threaded barrels for suppressors or comps, and rails and M-Lok slots for red-dots, optics, and accessories. They basically want the versatility they’ve come to expect from the MSR platform, and that includes non-traditional forend options. The days when the most modern elements of a lever gun were dovetails in the receiver for scope mounts are long gone. Henry understands this, which is why it released the X Model line at the 2020 SHOT Show, with most of the aforementioned features included.

“One of the biggest universal gripes about Henry rifles was they didn’t feature a loading gate, while guns produced by Marlin and most

The Big Boy X-Model features a synthetic stock mated to a carbine-length barrel. The rifle also sports Picatinny and M-Lok accessory slots.

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other companies did. It may seem like a small gripe, but for a lot of people, it was a deal breaker,” Clayton-Luce says.

A couple years ago, that all changed. Sidegate models are now available for nearly all contemporary Henry centerfire models, but the guns also include Henry’s traditional tube magazine that can be loaded, and more importantly unloaded, from the muzzle end. In short, the decision was a hit.

“To say that the response has been overwhelming would be an understatement. Since our traditional tube-loading magazine didn’t go anywhere, we really are providing the best of both worlds,” Clayton-Luce says. “The transition to side-loading gates on the vast majority of our

centerfire models simply added a highly requested feature without taking anything away.”

Although customer response to models with side-loading gates has been great, Clayton-Luce says the classic brass models will always be available in their original configuration. “Most of our brass centerfire rifles will always be available without a side-loading gate, even if we add sideloading gate versions at some point in the future,” he says. “We get the appeal and added versatility of a side-loading gate, but we also don't want to entirely lose that clean look of a brass receiver without a side-loading gate.”

BROAD APPEAL

In some ways Henry has pulled the proverbial

THE VENETIAN EXPO + CAESARS FORUM The SHOT Show is a trade-only event.

Professional affiliation required.

(henryusa.com)

All the manufacturers, all the products, all the people of the shooting and hunting sports industry will be at the 2022 SHOT Show, ready to help you solve supply chain challenges and find new ways to keep your shelves stocked and your ranges packed.

JAN. 18–21

2022

rabbit out of its hat. The product line still has models that appeal to a traditionalist, but it has also broadened the line to appeal to a new breed of lever-action fan. The guns remain practical for a variety of hunting applications and varmint control, and they continue to be popular as a go-to truck gun. Lever guns are also just plain fun to shoot, and as more custom options are introduced, the fun factor increases exponentially.

The lever gun is alive and well, and Henry is ready to open its next chapter with exciting, but still secret, new releases planned for the coming months. Make sure your customers know about Henry. You’ll be glad you did.

LAS VEGAS, NEVADA

ALL NEW IN 2022: New floor layouts and expansion to Caesars Forum just steps away from the Venetian Expo.

REGISTRATION OPENS IN OCTOBER SHOTShow.org/SB

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ON THE

MOVE Lipsey’s continues to raise the bar

by Robert F. Staeger

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ON THE MOVE

H

ow does a nearly 70-yearold enterprise stay relevant and vibrant? For Lipsey’s, a Louisiana-based firearm distributor founded in 1953, it means honoring its past while moving steadily into the future. For example, at one time the distributor’s tagline had been “Same Day Shipping.” That may have been accurate back in the day of Railway Express Agency (the ubiquitous green trucks of which were seen across the nation many years ago), but it was hardly awe-inspiring as more nimble competitors such as UPS and FedEx came of age. So, when the company celebrated its 50th anniversary, it retired “Same Day Shipping” for something more expansive and aspirational: “Aim Higher.” The company incorporated the new tagline into its old logo, and it served them well for another ten years. But when the company reached 60, company president Laurie Aronson recognized it was time for another change.

“We’re a progressive, forward-moving company, and our company had changed so much over the years,” says Aronson. Aronson’s a third-generation Lipsey and has been with her family’s company for almost three decades. “Technology was really a very big part of branding for us. We wanted our brand mark to show velocity and speed—

not just to reflect our website, but the other technology that we offer to our customers, and to our salespeople internally.”

The new logo, a sleek capital L in a stylized gun sight, speaks to not just the company’s trade partners, but also the end consumer. “I think overall we have, as an industry, really started to come to the here and the now,” says Aronson. “That’s what it reflected. We wanted something fresh and fun. We decided on something in that gunmetal gray, reflective of the products that we carry.”

“We really just wanted it to reflect our new customer,” says Aronson. “Our business was built on the hunting business; it’s part of our heritage.

We’re still in the hunting market, of course, but the product mix of what we sell has changed so much. Pistols have become a very big part of our business. Our new logo shows that we’re a forward-moving company. I mean that in terms of our product knowledge, our product offering, our exclusives, and our technology.”

 Company president Laurie Lipsey Aronson says the mix of products Lipsey's sells has changed over the years to reflect changes in the market.

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“’Aim Higher’ is something that we strive for personally and professionally. We love that it has so many meanings; we use that term internally all the time. And who knows? In the future, we may have other plans for ‘Aim Higher.’”

Aiming higher certainly applies to the company’s personnel decisions. Aronson maintains that putting the right people in the right positions is key to the company’s success. “There’s no doubt that what I’m most proud of, in looking around, is the team we’ve built here,” she says.

“When we bring people into our community, we really do screen them carefully to make sure that they’re a good fit with our Lipsey’s culture—that desire to do the things as we do and to serve our customer the way they should be served. We’ve really built a team with a skill set that I think doesn’t even compare to others in the industry,” says Aronson.

“We’re really good at building relationships. Not just with our customers, but with our vendors and other industry professionals. You can say the name Lipsey’s to anyone in the industry, and they’re not going to

A i m H i g h e r i s s o m e t h i n g t h at w e s t r i v e f o r p e r s o n a l ly a n d p r o f e s s i o n a l ly.

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A key aspect of Lipsey's continued success is the "Lipsey's Exclusive Program" with select manufacturers.

Here, a Ruger Bearcat Shopkeeper in .22LR with the birdshead gripframe.

have just heard of us, but they’ll know someone at the company.”

And with a venerable family-owned company like Lipsey’s, those relationships sometimes go back generations. “If you look at the manufacturers, there are several family businesses in the firearms manufacturing business. Then I look at my customer base, and again, there are some customers that have been doing business with me for 30 or 40 years, and some of them are on their second or third generations. So, what you see is a nice trend of family sticking together, and younger generations stepping in where either their father or grandfather left off. We’ve got several generations of people started out here all those years ago, and that’s something we’d like to continue.”

But while relationships keep the door open, it’s important to open the door to new business as well.

“Obviously there are other people in the industry who are selling the exact same products as we are,” says Aronson. “So we can only differentiate ourselves either by exclusives or in service.”

“Service, hands down, we’ve got that,” she says.

“I don’t feel like there’s a lot of competition in that area, because our salespeople really do form relationships. Our customers have become our friends over the years, and no doubt we take care of our customers very well.”

The right product mix is crucial, however, and Lipsey’s spices it up by offering a number of appeal-

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ing exclusives. “We’re one of the few distributors that actually puts out several exclusives during the year, and they’ve just been gangbusters,” says Aronson. “We’ve had pistols on the cover of magazines before, and they’ll say ‘Lipsey’s new exclusive.’

Not ‘Ruger’s New Flattop,’ but ‘Lipsey’s New Flattop.’ So the consumer is starting to get to know the Lipsey’s name.”

In 1993, Lipsey’s moved its operations from downtown Baton Rouge to the present-day location in south Baton Rouge. The new location allowed Lipsey’s to increase warehouse space, and it also provided more offices for its admin and sales teams. In 2005, Lipsey’s expanded its facilities once again, and in 2014, the company built a new 83,000-square-foot distribution center—more than triple its previous space. At present, Lipsey’s is expanding its warehouse capacity by 50 percent.

Moving forward, Lipsey’s continues to focus on growth. “We continue to pick up new lines, and we continue to offer excellent customer service.” she says. “Our exclusive offerings are stronger than ever.”

And for 2022? SHOT Show attendees will see a new booth, one that has doubled in size. The company is also exploring a few new categories to add to the mix. It is also investing in more warehouse equipment to make its operations even more efficient.

It is often said that leaders lead. True. They also don’t stand still, no matter how sterling their accomplishments.

“You can’t become complacent,” says Aronson.

“We have to keep thinking of ways to improve the service we provide to customers, find a different product mix to offer them. We’ve got to be thinking all the time, even when times are really good. I hate the phrase, ‘Just keep doing what you’re doing.’

That’s a sure way to close your business. Something may have been a hit, but now what? What’s the next thing?”

Aronson also notes that one of the drivers of Lipsey’s success is the strength of its team. “I’m so energized and proud of our team for their extraordinary efforts that go into the everyday environment at our company,” she says. “Our culture is strong, and it creates a positive work setting.” (lipseyes.com)

Another example of "Lipsey's Exclusive Program" is the Lipsey's Sig Sauer P365 NRA 9mm in Coyote Tan.

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by robert a sadowski W H AT ’S SELLING

WHERE

ORKeith’s Guns, Gresham

This large independent located in east suburban Portland is finally seeing demand calm down. “While ammo is still a nightmare, our gun inventory is not too bad. We’re back up to about 4,000 firearms in stock,” said owner Keith Ward.

Handguns sales are steady. Springfield Hellcats and Glock 43xs and 19s are moving well, as are Sig P365s. Other strong sellers include 1911s from Ed Brown, Wilson Combat, and Les Baer.

Ammo is a constant time commitment for this retailer. “We spend a lot of time sourcing.

My relationships have proven to be invaluable during this period. It’s a great example of how treating people with respect and consideration is key,” said Ward.

Sales of Modern Sporting Rifles are steady at one per day. Price-point brands, such as the Smith & Wesson M&P Sport II, are especially popular. Bolt-action rifle sales are on the rise. Tikkas in 6.5 Creedmoor and .308 lead the pack.

MN

Hair Trigger Gun Shop, Zimmerman Located just one

mile from Lake Freemont in the center of Zimmerman, this small-town recreation-destination shop keeps about 400 guns in stock in an even mix of hunting and home defense.

Rimfire rifles in .22 are in high demand. The Ruger 10/22 is selling best, but Marlin is right behind. In the centerfire arena, a few deer rifles from Savage and Howa are moving out the door. MSRs are in stock and are turning at a rate of three per week. Mid-price models are posting the best numbers.

Like many stores, ammo poses a great challenge. “We just have to adapt,” said owner Rick Snook. “It takes more time on the phone, and pricing is changing constantly. We try not to limit sales by the box. However, it can change in a day.”

Shotgun inventory, however, is the best it has been since the pandemic began. This store is displaying a wide variety of lower-end pumps. Handgun sales are steady. S&W EZ Shields hold the high spot, followed by Glock

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AZSprague’s’ Sports, Yuma

Specializing in law enforcement and military sales, this large Arizona independent is located just 15 minutes from the Mexican border. Right now, it’s all about ammo.

“We are doing okay with most range calibers like 9mm,” said manager Chad Converse.

“We’re even allowing 1,000 rounds a day per customer. That said, the price isn’t great. But at least we have it in stock. Obtaining centerfire ammo is super challenging.”

The store warehoused harder-to-get hunting calibers last year to make sure they have inventory for fall gun sales. Converse also reports that shotgun ammo is presenting special challenges. However, they expect to meet demand for the dove opener.

MSR sales are steady. Entry-level models, such as the Ruger 556, are doing well. Daniel Defense is also seeing interest at the gun counter. Bolt-action guns, especially those from Christiansen Arms and Tikka, are in inventory for elk and antelope seasons. The store also reports it has Ruger Americans

43xs, Springfield 1911s, and Sig P365s. All are available and turning quickly.

KSBull City Guns, Alton

Located on Highway 24 in north-central Kansas, this large independent keeps more than 2,000 firearms in stock in nearly 10,000 square feet of floor space. Handgun sales rule the roost here. Glock 43xs and 19s, Sig P365s, and EZ Shields are all selling well. Ammo is challenging and high priced, and reloading supplies at an all-time low.

“Our inventory is starting to improve,” said founder Roy Ballard. “We can get a few key handguns, but ordering a gun that a customer just wants out of the blue is impossible. I’ve even booked large parts of my personal collection to meet demand.”

A few clay-target shotguns are moving across the counter, notably Browning Citoris and used Browning side-by-sides. Though not readily available, the store has been able to stock some Benelli M2 and American Tactical shotguns.

in stock. The 6.5 Creedmoor is expected to overshadow other calibers.

Handgun sales have been heavily slanted toward the Glock 43X. Sig P365s and S&W EZ Shields are right behind.

COTacticool Arms, Greeley

Located on the north side of Greeley, this retailer specializes in custom MSR rebuilds and sales. It employs three people and has about 100 units in stock.

MSR sales are steady, with a healthy mix of starter guns and higher-grade customs.

“Parts are a challenge right now, so our custom builds have slowed. That said, it has been nice to get back to a normal sales pattern,” said manager Josh Chavez.

Most starter guns are a mix of S&W MP Sport IIs and Ruger 556s. Models from Radical Arms and Stag Arms are also seeing interest. Other sellers include BCM, Daniel Defense, and the company’s own brand Tacticool. Handguns are turning daily, mainly Glocks, Sig P365s and the Taurus 63c.

MSRs are turning at four to five per week.

Customers are taking home a varied mix from Smith M&Ps to special-order items from Daniel Defense. Sales of bolt-actions are picking up; Ruger Americans in 6.5 Creedmoor are seeing the most action.

IAMike’s Guns, Iowa Falls

Keeping about 150 new and used guns in stock, this small mom-and-pop store told SHOT Business that it will close its doors by Labor Day. “It’s really about selling off the complete inventory of the store,” said owner Mike Beaupain.

“Meanwhile, I’m moving and rotating in parts of my collection for sale. While I’m not bringing much in, I’m still ordering ammo when I can find it. It’s hard giving up servicing my customers that I’ve known for years.”

Current inventory consists of a few Mossberg combos and some bolt-action guns, mostly Mossberg Patriots and Ruger Americans in .243 and 6.5 Creedmoor.

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by peter b . mathiesen

Firearms, MENortheastern Turner

This rural Maine gun shop is 20 miles north of Lewiston and 30 miles west of Augusta. The 2,000-foot-store stocks a wide mix of hunting and home-defense firearms.

“We’re really doing well with inventory,” said counter salesman Mark Wilcox. “It’s not ideal, but compared to many other stores in the northeast, at least we are holding our own.”

Ammo stocks are good at this location, with few to no limits on purchases. Prices of some calibers, however, are the highest they’ve been in the store’s history.

Pre-bird season selling is underway. Sales are up for over-under shotguns in 20 and 28 gauge. Sales of .22 rifles have been brisk. Ruger’s 10/22 is the clear sales leader here.

“We list every used gun on our website, and we update it daily,” said Wilcox. Handguns are in stock and moving well. Glock 43xs and 19s, Sig P365s, and Smith EZ Shields hold the high-demand slots.

GAGooges’, Hazlehurst

Located in southeast Georgia, this rural sporting-goods, gas station, and meatsupply store stocks 250 used and new guns.

Summer typically has been about plinking for this retailer, but this season it’s been tricky.

“Small-caliber sales are a mainstay of the store in the summer. However, the only .22 ammo I have is reserved for purchases with a gun,” said owner Ray Googe.

Standbys like Ruger 10/22s and Marlin lever-actions are moving. But, like almost everything in the store, finding inventory requires a phone call. “It takes getting on the phone for at least two hours a day and buying what we can find,” said Googe.

Obtaining ammo is also an ordeal, to the point that nearly all the store’s stocks of 9mm, .40, .45, and .223 are reserved for customers making purchases.

The best-selling handguns are Glock 43xs and S&W EZ Shields. Used .38 S&W J-Frame wheel guns are also moving. MSRs are turning at two per week.

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Gun Exchange, CTBob’s Darien

In business for more than 50 years, this retailer specializes in handguns, reloading supplies, and higherend shotguns. Concealed-carry handguns often turn within hours of being logged in.

Store manager Hunter Tassitano said the store boasts a large selection of fine guns “because we buy, sell, and trade handguns, shotguns, and rifles of all types and from all manufacturers. We offer new and used guns along with antique guns.” The most consistent deliveries are coming from Glock and Ruger, and the store is still getting custom orders for Wilson Combat.

“We’re getting a steady supply from Glock and Ruger, with turns as fast as paperwork allows. It has been a remarkably intense year,” said Tassitano.

Shotgun inventory continues to be an issue. Though hunting rifles are turning slowly, the store is finding it difficult to replenish inventory.

Although 9mm ammo stocks are bet-

ter than expected, the store enforces a one-box-per-customer limit. In addition to firearms, this retailer also stocks a large selection of safes and a wide range of gun accessories.

NJG&S Firearms, Wayne

Located in central New Jersey off I-80, only a few miles west of New York City, this small independent specializes in home-defense and law-enforcement contracts. “We are a small store that has learned to love transfers,” said owner Gordon Levine. “We charge $35, and they bring in a lot of customers. I’m 80 years old, and I am looking to retire. Transfers have allowed me to close out much of my personal inventory and avoid fighting distributor shortages.”

Other transfer orders have included Smith EZ Shields and revolvers. Some of the specialty high-demand items include vintage Colt 1911s. A few Mossberg 500 defense packages are in stock.

and Waters, TXSharp Shooters, Lubbock ALWoods Tuscaloosa In business since 1992, this is one of the largest independents in the state. With 3,000 firearms in inventory, the West Texas shop specializes in hunting rifles, handguns, and home defense products.

“Our ammo inventory is improving, but we are still limiting most sales to two boxes a day per customer,” said counter salesman Jesse Cruz.

Although deer season is in the distance, bolt-action rifles are starting to move. Turns are split between high-end and price-point models. Christensen Arms and Tikka in 6.5 Creedmoor and .243 are securing the most attention.

MSRs are moving out the door at a rate of about four per week. Smith M&Ps and Modern Outfitters sell best, but high-end models from Daniel Defense are also moving. A few Franchi Affinity 20 gauges are moving for dove season. Handguns are also selling well.

Sig P365s and S&W EZ Shields hold the top slots; Glock 19s are right behind.

This large, independent fishing, hunting, and sports-apparel store mixes storefront sales with a strong web business. It inventories more than 3,000 online products.

At the handgun counter, Smith EZ Shields, Glock 43xs and 19s, and Sig P365s command the most attention. In-store inventories are better than expected.

Manager Drew Ryan said sales of .22 rifles are down due to a lack of .22 ammo.

“Ammo prices are high. We’re just passing on our markup.”

At the MSR counter, sales of Smith M&P Sport IIs have averaged one per day. As deer season nears, the store expects to see demand rise for Tikka T3s in 6.5 Creedmoor and .243. Browning X-Bolts are also projected to have strong turns.

Shotguns are just starting to move.

Stoeger M3500s and Winchester SX4 autoloaders and SXP pumps in 20 gauge are expected to dominate dove season.

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NEWPRODUCTS 2

1

TRIJICON

ALPS OUTDOORZ GHOST 30

ALPS OutdoorZ, known for extreme-duty packs and innovative gear for hunters, has launched its first everyday-carry solution for personal-defense practitioners.

The new ALPS OutdoorZ Ghost 30 was developed to provide discrete carry options in a practical, daily-use platform.

While on-body carry of a defensive firearm is not always practical or possible, daypacks and business/office backpacks are increasingly common. The Ghost 30 is built to satisfy both daily- and work-related needs as well as recreational activities. By incorporating firearm-carry options within the pack, the Ghost 30 allows personal defense and 2A advocates to maintain a defensive condition anywhere they go.

Built with the same rugged-use intent as ALPS OutdoorZ’s heralded hunting packs, the Ghost 30 is ergonomically designed to wear comfortably and to withstand hard use thanks to its tough, lightweight Cordura fabric. Padded shoulder straps with an integrated sternum strap and a padded back panel provide optimal load distribution and a custom fit for comfortable carry. Included are multiple interior and easy-access pockets for storing up to two laptops and other essentials.

The heart of the Ghost 30 is its ability to accommodate personal defense handguns. An ambidextrous-access carry pocket is positioned behind the back panel and secured via left- and right-side zippers. The material inside the pocket is lined with loop fabric, allowing holsters with hook-and-loop backing material to attach inside the pocket for quick firearm deployment. Similarly, the Ghost 30’s front panel also features loop fabric so that users can position their holster for front-panel access, or adding additional accessories. SRP: $169.99. (alpsoutdoorz.com)

RMRCC

Trijicon, an industry leader in miniature reflex optics, intends to set a new standard for pistol optics with the introduction of the RMRcc. Born from the legendary Trijicon RMR (Ruggedized Miniature Reflex) sight, the thinner and lower-profile of the RMRcc provides fast, both-eyes-open target acquisition, accurate aiming, and proven reliability for concealed-carry pistols. In addition, its rugged construction (7075-T6 aluminum) and patented shape helps absorb impacts and diverts stresses away from the lens.

The RMRcc keeps all the great features of the RMR, including easy-to-use buttons, a common 2032 battery with up to four years of illumination, and a wide variety of mounts to fit today’s most popular concealed-carry pistols. The RMRcc is available in either a 3.25 or 6.5 MOA dot size and provides a bright, illuminated aiming point under any condition. Best of all, the RMRcc is parallax-free, meaning simple “point and shoot” operation with superior accuracy.

The RMRcc is designed to be thinner than the RMR, making it ideal for mounting on popular single stack and subcompact pistols. In fact, the RMRcc measures less than one inch in width and height and weighs only one ounce. The RMRcc is also well suited to mount to 1911 style pistols and durable enough to stand up to the harsh recoil generated by the .45 ACP and 10mm. The RMRcc also features an automatic brightness mode and eight manual positions for custom settings. A button-operated Lock-In Mode prevents accidental adjustments to your preferred brightness setting while a Battery Conservation Mode adjusts the aiming dot to ambient lighting conditions after 16.5 hours without a button push to further extend battery life. Windage and elevation adjustments allow for quick and easy zeroing with no need for any special tools or devices. (trijicon.com)

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by slaton l . white

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TAURUS GX4

Taurus, a manufacturer of premium handguns for defense, hunting, and sport shooting, follows up its recent launch of the all-new Taurus GX4 micro-compact 9mm pistol with the addition of two new slide color options. The Taurus GX4, the company’s first high-capacity full-feature micro-compact polymer frame handgun chambered for the 9mm Luger, debuted with a durable black gas-nitride finish. Now, the Taurus GX4 is available with an elegant Tungsten Cerakote slide finish and a Troy Coyote Tan Cerakote finish, each of which offer an aggressive contrast to the black polymer frame.

Both the Tungsten and the Troy Coyote Tan Cerakote slide models come with two 11-round magazines. The GX4 is a striker-fired singleaction model only. The front sight is a steel fixed white dot; the rear sight is an adjustable serrated drift. The barrel is just over three inches in length, and the handgun weighs 18.5 ounces (unloaded). SRP: $410.61.

The Taurus GX4 series of handguns headline the Taurus everyday-carry pistol lineup for 2021. The micro-compact design combines full-sizehandgun cartridge capacity and performance features in a lightweight, low-print defensive pistol that is comfortable to carry. The Taurus GX4 is also ergonomically designed to fit a broad range of hand sizes and to promote optimal control for exceptional accuracy and quick follow-up shots. (taurususa.com)

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N8 TACTICAL

PRO-LOCK HOLSTER

N8 Tactical is a holster company with a mission to provide quality products with superior comfort for all-day carry, every day. Driven by a community of new concealed-carry owners, N8 Tactical believes it offers some of the best holster and concealed-carry accessories for today’s modern pistols and revolvers. The new Pro-Lock Holster is a perfect example of this commitment; it is NB Tactical’s first outside-the-waistband holster. The holster features a firearm-specific polycarbonate pocket, each version of which fits a specific model of firearm. Wherher your customer is carrying a Sig P365, S&W M&P9 Shield, Glock 19, or one of hundreds of other handguns, the Pro-Lock Holster will accommodate it.

The backer is composed of two layers of durable cowhide leather that deliver safe, secure storage but also provides a smooth surface for a quick and easy draw. The secure Twist Release Retention System also keeps the gun in place until needed. The pancake belt loops accepts belts up to 1¾ inches wide.

As with all N8 Tactical holsters, the Pro-Lock Holster features a “Two Week, Try It Free Guarantee”. If for any reason your customer is unhappy with the holster within the first two weeks of receiving it, N8 Tactical will buy it back (minus shipping and handling). The new outside the waist band holster also comes with a hassle-free lifetime warranty. If the holster fails at any time, it can be sent back to N8 Tactical for it to be replaced or repaired. SRP: $49.95. (n8tactical.com)

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NEWPRODUCTS 6

5

SIG SAUER KILO5K

BEAR & SON CUTLERY

LIMITED-EDITION BALISONGS

Bear & Son Cutlery, manufacturer of premium Alabama-made knives, celebrates 30 years of butterfly knife manufacturing with the release of several new limitededition balisongs. Each knife features a laser-engraved 30th anniversary logo on the blade, and the knives are produced in small quantities in the Alabama factory.

These balisongs are built with premium craftsmanship, quality materials, and include several features typically found on more expensive pocketknives.

The ANN114 Butterfly features a tough, 35⁄8-inch carbon steel blade with an exquisite satin finish and a laser-engraved 30th anniversary logo. The ANN114 handles are made of zinc with a silver vein finish, the ANN114B includes black finish handles, and the ANN114CV features copper vein handles. Premium tang pin construction on these butterfly knives ensures smooth, “no-slop” deployment, and a matching T-latch keeps the handles secure while closed. Total weight is 5 ounces.

The ANN115CV is another beautiful 5-inch butterfly with a 1095 carbon-steel blade and a black epoxy coating. The 33⁄8-inch blade flips open smoothly and includes a premium tang pin construction. This limited-edition knife is available with copper vein handles that are made from zinc, adding a unique look to this color combination. Total weight is 5 ounces.

The reserved batches of Bear & Son Cutlery limited-edition butterflies, such as ANNCF17, ANNCF17-S35, and ANNCF17D, feature carbon-fiber handles with 440 stainless-steel, S35VN, and Damascus blades. These knives have polished nickel silver bolsters, 31⁄2-inch blades, and an engraved 30th anniversary logo. Total weight is 5 ounces.

An addition to the small batch of anniversary knives, Bear & Son Cutlery will manufacture a total of 300 ANNSS14-D2 and 300 ANNSS14-S35 butterfly knives.

The polished stainless-steel 5-inch models are available with a 3½-inch D2 steel blade or a S35 steel blade — both having the engraved 30th anniversary logo and polished stainless-steel handles. Total weight is 5 ounces. (bearandsoncutlery.com)

The KILO5K 7x25mm laser rangefinder features Sig Sauer’s proprietary LightWave DSP Gen II rangefinder engine with extended-range XR technology, integration with the BaseMap app, on-board Applied Ballistics capabilities, and complete configurability with all of Sig Sauer Electro-Optics BDX devices.

The KILO 5K can range reflective targets up to 5,000 yards, trees up to 2,500 yards, and deer up to 2,000 yards. In an industry first, the rangefinder allows users to range a tree, rock, or deer and then instantly drop waypoints into the BaseMap app to help navigation to that target. Integrated BDX technology provides ballistic solutions out to 800 yards with Applied Ballistics Ultralite. It will also sync with external devices featuring Applied Ballistics Elite.

The rangefinder’s monocular features the LightWave DSP Gen II engine with multiple target modes: Extended Range (XR) for distant targets, Fog (to cut through fog, rain, and snow), and First, Best, and Last target modes. The rangefinder incorporates a vivid, red segmented OLED display that provides range to target, elevation holdover, and wind holds.

The rangefinder also works with BaseMap to provide remote waypoints on ranged targets and can be fully configured with the Sig Sauer BDX App. (BaseMap is an industry-leading mobile and desktop mapping application that provides outdoorsmen with the tools needed to plan, navigate, and share outdoor adventures with easy to use, cutting-edge technology like 3D maps, Smart Markers, unlimited offline mapping, and live location sharing. SRP: $779.99. (sigsauer.com)

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COLD STEEL KRIS BLADES

Cold Steel, a manufacturer and innovator of purpose-built knives and blade tools for everyday carry, tactical, and hunting applications, has expanded its popular Ti-Lite series of carry folding knives with the introduction of three new Kris blades. (A Kris knife is an asymmetrical dagger of Asian origin with distinctive blade-patterning achieved through alternating laminations of iron and nickel-iron alloy.)

The Ti-Lite series was developed by famed knife maker Phil Boguszewski in the classic style of 1950s switchblades. These knives are sized for comfortable pocket carry and utilize a strong stainless-steel leaf spring lock able to withstand up to 145 pounds of pressure.

Constructed of AUS 10A steel for strength and edge performance, the new Kris Ti-Lite blade models come in either four- or six-inch blade lengths with a standard edge or a 6-inch-long blade with a serrated edge. The four- and six-inch blades are 3mm and 4mm thick, respectively.

Further distinguishing the Kris Ti-Lite knives are their Griv-Ex handles in flat dark earth. These handles provide a sleek, positive grip with additional retention courtesy of a slight pommel swell. Each knife includes an unobtrusive steel pocket clip. Blade deployment comes via thumb studs or blade-integrated quillons, which can be used to open the blade on draw by snagging the edge of the carry pocket.

SRP: $89.99 to $114.99. (coldsteel.com)

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CYCLOPS

EFLEX 400

Cyclops, an innovator in personal and field lighting solutions, has introduced a new multi-light headlamp designed for the grab-and-go adventurist or for anyone who needs a handy, hands-free light source for working around the home or in the shop. The new Cyclops eFLEX 400 rechargeable headlamp features a rugged ABS housing secured to a comfortable and adjustable headband. Left- and right-side soft-touch switches and a pivoting head blend ergonomics with practical function. Powering the eFLEX 400 is a 3.7V/400mAh rechargeable battery. Run time is 2.5 hours (bright), 10 hours (dim), and 10 hours (red) Dual light sources allow the user to customize the illumination to meet specific tasks.

The primary light comes courtesy of a 400 lumen Cree XP-G3 super bright 4W LED while the secondary LED allows switching between red, green, blue, and white light. High, medium, and low illumination allows you set the right amount of light for the job while maximizing battery life. Included is an SOS strobe mode.

The eFLEX 400 housing is also IPX5 waterproof, making it suitable for use in rain/snow conditions. The headlamp comes with a USB charging cable for convenient recharging. SRP: $32.99. (cyclopssolutions.com)

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NEWPRODUCTS 10

FEDERAL PREMIUM PUNCH 22 LR

With CCW permit applications on the rise and gun sales skyrocketing, there are many new shooters who may not be comfortable with the muzzle rise and recoil of a large-caliber centerfire pistol. The .22 LR, by contrast, produces very mild recoil and is easy for new shooters to manage. There are many compact, easy-to-conceal .22 LR revolvers and pistols available, and these guns boast significantly higher capacities than centerfire counterparts.

Lightweight, low-recoil .22 LR handguns have always been ideal for concealed carry, but were limited by a lack of effective self-defense ammunition. Until now.

Punch 22 LR from Federal Premium is a first-of-its-kind: a 29-grain nickel-plated lead-core bullet that is pushed at maximum velocities for deep penetration through short-barrel handguns. So, whether your customer wants to carry a .22 LR pistol as a backup gun, doesn’t feel comfortable with centerfire pistols, or simply wants to get more versatility from their rimfire, Punch makes the .22 LR cartridge a viable choice for the first time ever.

The bullet itself is a departure from standard .22 LR design. It features a flat nose and utilizes a heavy nickel-plated jacket around a lead core. So not only does it travel faster than competing 22 projectiles, but its design also deliberately minimizes expansion and retains weight to maintain sufficient straight-line penetration. That is a lot to ask from a .22 bullet, which is why other manufacturers have shied away from the challenge. But Federal’s engineering team pulled it off, giving America’s favorite cartridge a chance to prove itself for protection.

The cartridge delivers a maximum velocity of 1,070 fps when fired through a 21/2 handgun, 1,650 fps out of a 24-inch rifle barrel. The nickelplated case helps ease extraction and provides corrosion resistance. SRP: $9.99, 50-count box. (federalpremium.com)

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GALCO HOLSTERS SPEED MASTER 2.0

The new Speed Master 2.0 is a great choice for anyone searching for a versatile and practical EDC holster. It is now available for 4- to 41⁄4-inch 1911s with or without red dot sights.

Featuring an open-top design engineered for a speedy draw, a covered trigger for safety, and a tension screw adjustment for security, the Speed Master 2.0 adds convenient on/off ability to the equation when set up as a paddle holster. As a bonus, the Speed Master 2.0 can also be configured as a solid and stable belt holster using the included belt-slot attachment.

The Speed Master 2.0’s versatility derives from its included twinattachment methods—an adjustable belt slot and a paddle--that are quickly and easily interchangeable by the end user. A flat-headed screwdriver is the only tool needed to swap one attachment for the other, giving the gun carrier the choice of two carry methods: the convenient paddle design or the stable and traditional belt slot.

Available in black or tan for more than 80 different guns, the Speed Master 2.0 is constructed of premium steerhide. It fits belts up to 13⁄4-inch wide. SRP: $89. (galcogunleather.com)

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SPRINGFIELD ARMORY EMISSARY 1911

Bridging the gap between duty and custom handguns, the new Emissary 1911 is a bold and capable 1911 pistol with defense-minded features intended for serious use. The new Emissary blends form and function seamlessly in a firearm built for defense but loaded with custom-grade features. It’s constructed with a forged stainless-steel frame and forged carbon-steel slide, with a beautiful two-tone finish. The blued carbon-steel slide pairs with a stainless-steel frame featuring a distinctive squared trigger guard with additional room for ease of operation with a gloved hand.

The slide’s Tri-Top cut gives the Emissary custom styling while a flattened top strap is finished with 40 LPI serrations to diffuse light and reduce glare.

On top, the tritium and luminescent front sight pairs with a Tactical Rack U-Dot rear sight for easy target acquisition in all lighting conditions.

Inside the slide, a bushing-less heavy stainless-steel bull barrel delivers maximum accuracy while reducing felt recoil and muzzle flip. In addition, the Emissary’s skeletonized hammer delivers ultra-fast lock times and combines with a solid-body, flat-faced trigger for top-end performance.

The forged stainless frame’s front strap and mainspring housing are wrapped in a grenade-pattern texture for firm engagement in adverse conditions, which are matched with slim line grip panels by VZ Grips machined from G10. At the front, a Picatinny accessory rail is integrated into the steel of the frame and is ready to accept a light, laser or combo of your choice.

Each pistol comes with two top-quality eight-round stainless-steel magazines with base pads. SRP: $1,279. (springfield-armory.com)

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MILLENNIUM TREESTANDS GB100 BUCK BLIND

No matter where they hunt, most hunters need the same things from any ground blind: concealment, comfort, and durability. The GB100 Buck Blind from Millennium provides all of that and more. It has a heavy-duty powder-coated steel frame built with SteelTOUGH Construction and SilentHUNT Design to keep it quiet. It also boasts a heavy-duty waterresistant exterior shell, and a seven-foot interior height allows even big boys to stand up and stretch or take standing shots at game.

Far tougher than pop-up blinds, the 83-pound GB100 Buck Blind isn’t going to disintegrate or blow away. Stake it down using the included ground stakes or secure it to a platform for even more stability. This roomy 7.3- x 4-foot blind can easily accommodate multiple hunters.

Each of the numerous windows can be configured for hunting with a rifle, crossbow, or vertical bow, and each window has an adjustable shooting rest. Even the door doubles as a window, so hunters can see what’s happening out back. Black windows and an all-black interior provide the ultimate in hunter concealment.

In addition, the GB100 has loops on the outside of the heavy-duty water-resistant soft-shell fabric for brushing it in to help break up its outline. SRP: $427.99. (millenniumstands.com)

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THE SIMPLE TRUTH

by miles hall

Make or Break

Retailers have great power. Use it wisely.

D

ealers count. Everyday dealers instill the love of the sport in every guest they serve. Or, at least, that’s the way it’s supposed to be. You have the power to make, or break, a lifetime customer with every single interaction.

PHOTO COURTESY OF NSSF

A true story helps prove this point.

In 1981, when the word in my hometown got out that we were building a different sort of gun store, we had folks stop by the construction site just to see what the buzz was all about. My team was creating an intriguing concept, an enterprise that combined instruction, retail sales, and an indoor range in one location.

I soon noticed a boy (he looked to be around 11) who dropped by nearly every day. He stood off to the side and out of the way but seemed fascinated by the heavy equipment that was on site. He even brought a bag lunch on the days we poured concrete and laid bricks. I learned that his father was a state patrolman and his mother was a school volunteer.

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By now he was a regular, so one day I sat down with him. He immediately peppered me with questions, and it was obvious he was completely fascinated by the entire operation. He then blurted out that he wanted to buy his first gun, a .22 rifle, from us when we officially opened. Over that summer and fall this young man did lots of odd jobs, such as helping a neighbor mow the yard or tending to the pets when the owners were away, to earn the money to buy that rifle. The week before Christmas he came in with his folks and “bought” a Ruger 10-22. (As the boy wasn’t of legal age, we couldn’t actually transfer the gun to him. His father did the necessary paperwork and took legal possession.)

The next day father and son spent a memorable day in our range getting familiar with the rifle. As they left, I could see that the boy was beaming with pride and confidence.

Then story took an odd turn.

When the family got home, the father made sure the rifle was unloaded and then stored it in the home workshop. He told his son that when he got back from work, they would clean it together. But, his duties as a state patrolman meant he would often have to spend several days away from home.

In his absence the young man decided to clean the gun by himself to show his folks he could do it. He diligently disassembled the rifle, in the process removing every screw, pin, and spring. But when he started to re-assemble it, he realized he didn’t possess the knowledge or experience to do it properly. Because he thought he may have lost some parts, he grabbed random items that had been sitting on the work bench — anything that looked as if it could fit on the rifle. He placed it all in a large brown bag and brought it to us.

As luck would have it, we had a regular guest who had graduated with a gunsmith degree but was not working in the field at the time in the store when this very sad young man came in. First off, I made sure no one made fun or belittled him for this situation. And then I watched as compassion from our other guests washed over the boy. I feel sure they had all experienced something similar and understood how low he felt.

Every day retailers have the power the make or break a lifelong customer. A welcoming smile goes a long way.

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We agreed to reassemble his rifle (at no charge) and make sure it was safe to operate.

The following day the gunsmith returned with the re-assembled rifle, which we then sighted in.

We contacted the father, and when they came in to pick up the rifle, we handed the gun to the boy and quietly handed off the bag with those other parts to the dad. We found out later that those extra components consisted of parts for his father’s service gun, parts for an electrical box, and even parts for a car radio.

The Simple Truth is that this young man left our store filled with optimism instead of heartbreak. He earned his Boy Scout Rifle Shooting merit badge and joined the ROTC school program. After college, he joined the military. He remains a lifetime member of the shootingsports community. I believe none of that would have happened had we not shown compassion in his hour of need. It was a make or break moment. Ridicule is easy, but it’s short-lived and short-sighted. Our approach in the long run paid a much bigger dividend.

Remember, dealers count. Dealers matter.

Dealers are the face and soul of the industry.

Make us proud.

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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8/16/21 5:05 PM

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.

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