Introducing the Model 1854 Stealth Hunter™ by Smith & Wesson®. Elevate your shooting experience with modern upgrades like an extended Picatinny rail for optics, a versatile new forend for more accessories, and a HIVIZ® H3 front sight for clear visibility in low light and daylight conditions. Customize your lever-action rifle to perfection. Experience the next level with the Model 1854 Stealth Hunter.
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Bone Collector is one of the most recognizable brands in hunting— known for their dedication to the culture and community they represent. This collection will keep you dry, comfortable, and 100% MUCKPROOF throughout every hunt.
From left to right:
THE MODEL 1854 STEALTH HUNTER ™
Building off the successful launch of their lever-action rifle, Smith & Wesson ® proudly introduces the next evolution: the Model 1854 Stealth Hunter™ series. This series represents a significant leap forward, incorporating modern enhancements to deliver an unparalleled shooting experience. Whether you’re a seasoned hunter or a shooting enthusiast, the Stealth Hunter series offers the perfect blend of customization and performance to elevate your game.
Featuring a clean design that pays homage to the traditional Model 1854, the new Stealth Hunter series incorporates state-ofthe-art upgrades. The extended Picatinny rail allows for a wider range of optics, giving you the flexibility to tailor your rifle to your specific needs. The new forend design provides additional space for accessories, enabling you to equip your rifle with lights, lasers, grips, and more. This level of customization ensures that your rifle is perfectly suited for your hunting pursuits, range outings, or any other needs. Additionally, the HIVIZ ® H3 front sight offers superior visibility in both low-light and daylight conditions, ensuring a clear sight picture at all times.
Performance is where the Stealth Hunter series truly shines. The combination of modern materials and advanced engineering results in a rifle that is not only reliable but also incredibly accurate. The smooth lever action allows for quick follow-up shots, while the ergonomic design ensures comfort during extended use. Whether you’re tracking game through dense forests or taking aim from a distance, the Stealth Hunter series delivers the performance you need to succeed. Now available in .44 Rem. Mag., .45 Colt, and .357 Mag.calibers.
The Model 1854 Stealth Hunter series is more than just a collection of rifles; it’s a testament to Smith & Wesson’s commitment to excellence. Each rifle is meticulously crafted to meet the highest standards of quality and performance, offering an unparalleled experience. Designed to give you the edge in any scenario, the Model 1854 Stealth Hunter ensures you are always at the top of your game. Embrace the future with the Stealth Hunter series and experience the perfect blend of tradition and innovation. Elevate your lever-action rifle and discover the legacy of excellence that only Smith & Wesson can deliver.
Booth #12427 (smith-wesson.com)
Doing Well and Doing Good
Hello, and welcome to Las Vegas and the 47th SHOT Show ®
We’ve come a long way since SHOT Show’s inaugural event in 1979 in St. Louis. NSSF ®, The Firearm Industry Trade Association and owner of the SHOT Show, was thrilled to see 5,600 people and 290 exhibiting companies on that first show floor. Fast forward to now, and I’m happy to report we expect to see more than 50,000 attendees and 2,700 exhibitors at the 2025 SHOT Show.
Our industry is in a good place, and we have reasons to be optimistic about the road ahead. I like to think we’re doing well and doing good. Let’s start with how we’re doing well.
At the top of my list is the outcome of the 2024 general election, which has installed an administration and Congress that will be respectful and, we trust, more favorable to our industry and firearm owners. NSSF’s GunVote ® initiative played an important role in this change by encouraging millions of eligible voters to register.
Our industry delivers a $90.1 billion impact to America’s economy and supports more than 384,000 jobs, with many of those jobs held by our country’s military service veterans. Yet another wellness indicator is that since the year 2020, more than 22.3 million people have become new gun owners—a measure not only of firearm retail vitality but of Americans prizing their constitutional rights in record numbers.
Ben Franklin is credited with saying, “Do well by doing good,” and I want everyone inside and outside of industry to know that another way we’re doing well is by doing Good. Let me tell you how.
Industry is addressing the misuse of firearms through NSSF’s impactful safety programs. Our newest effort—Gun Storage Check Week TM—got off to a great start last year with hundreds of companies and organizations participating in it. This national awareness campaign runs twice yearly— June 1-7 and Sept. 1-7—and reminds gun owners to “Make Sure It’s Secure,” with the goal of reducing unwanted access to firearms. Help us spread that message this year. Scan the QR code (on page 16) to receive a reminder about participating in 2025’s Gun Storage Check Week.
Our 25-year-old Project ChildSafe ® program continues to see high demand for its free gun locks, safety literature, and campaigns to promote securely storing firearms when not in use. Visit ProjectChildSafe.org to bring the program to your community at no cost.
NSSF is expanding its efforts to educate industry, gun owners, and their families about caring for mental health and preventing suicide. We maintain strong partnerships with the U.S. Dept. of Veterans Affairs and the American Foundation for Suicide Prevention. Our “Have a Brave Conversation” program reminds us that suicide is preventable and that anyone can help save a life. Let’s remember the 988 Suicide and Crisis Lifeline number and to prevent access to firearms by those in crisis.
Just one more, if you will. NSSF’s Project CyberSafe is helping to protect industry companies and their employees from cybersecurity threats and the significant harm they can cause both to our business and personal lives.
I’m proud of these and other efforts NSSF is engaged in. They clearly demonstrate that NSSF is doing a great deal of Good.
NSSF's mission is fueled by you. Your participation at the SHOT Show directly supports all that NSSF does to advocate on behalf of the industry in state houses and on Capitol Hill, provide compliance education and industry research, grow participation in target shooting and hunting, and promote firearm safety.
I encourage your business to become a member of NSSF. As our membership grows, so does our ability to protect the industry. Learn about membership benefits at nssf.org/join Finally, this is my 26th SHOT Show, with the last six being in the service of NSSF and your industry. The SHOT Show is an incredible event—exhilarating, exhausting, and mindexpanding all at the same time. I always enjoy seeing the innovative products, making new connections, and reconnecting with old friends. I’m sure you do as well.
Thanks again for being here.
Have a great SHOT Show!
Joe Bartozzi NSSF President and CEO
KIDS & CLAYS RAISES RECORD AMOUNT FOR CRITICALLY ILL CHILDREN AND THEIR FAMILIES
What started with a single sporting clay event 25 years ago to help critically ill children and their families, the Kids & Clays Foundation has grown into a leading national organization benefiting hundreds of thousands of families each year. In 2024, it reached another milestone, surpassing $4 million from 47 events—a record for the organization.
The Kids & Clays Foundation supports a national series of clay shooting events and one fishing tournament with proceeds benefiting participating Ronald McDonald House Charities Chapters (RMHC). Ronald McDonald Houses provide housing and other help to critically ill children and their families across the country.
The National Shooting Sports Foundation (NSSF) has been a key sponsor and advocate of the Kids & Clays Foundation since its inception in 1999. NSSF is a Kids & Clays National Sponsor in addition to being the leading sponsor of events in Connecticut, New York, and across the country.
“When you support Kids & Clays, you are helping children and their families at a time when they need it the most,” says Chris Dolnack, NSSF senior vice-president and CMO. “This is simply a cause we must support and encourage all companies to get involved. Every dollar donated to Kids & Clays, whether it be cash or product, makes a great difference in the lives of many. I’d encourage all our outdoor partners to support this organization called the ‘shining star’ of our industry.”
Founded in 1999 by McDonald Owner-Operators Glenn and Kathy Lubeznik from Michigan City, Indiana, the first Kids & Clays Foundation/RMHC event raised $15,800 for Chicagoland & Northwest Indiana RMHC. In 2024, the Kids & Clays Foundation series of events has grown to 47 in 23 states and has raised more than $40 million to date to help critically ill children and their families.
“Kids & Clays success and support of Ronald McDonald Houses is made possible by the incredible help of many key companies and individuals within our outdoor community,” says Todd Kemmerer, president of Kids & Clays. “Our events are proof about how shooting enthusiasts are making a large difference in the lives of families from coast to coast. We can’t thank the outdoor community enough.”
Kids & Clays also relies heavily on sponsors from suppliers to McDonalds Corporation and other non-outdoor companies to fulfill its mission. Sponsors at SHOT Show Include Baron Engraving ( Booth #12801 ), Browning ( Booth #10938 ), Federal Ammunition ( Booth #11838 ), Mossberg ( Booth #12832 ), Ruger ( Booth #72327 ), Savage ( Booth #12821 ), and Winchester ( Booth #11828 ). (kidsandclays.com)
↑ Halter Wildlife, a hunting and shooting preserve based in Wisconsin, has hosted several Kids & Clays events over the years.
BIG FOOTPRINT
Avient works behind the scenes to make shooting sports products better.
You may not know Avient by name, but the company has a big footprint in the shooting sports, as it is a premier provider of specialized and sustainable material solutions and services to a variety of shooting-sports manufacturers. For example, Avient’s specialty engineered materials provide metal replacement alternatives for structural components, including stocks, frames, and barrel shrouds. Soft-touch thermoplastic elastomers improve the tactile experience of grips, slides, and triggers; they also provide shock absorption and vibration damping for recoil pads and straps.
Avient recently announced the launch of its Composite Heat Release technology for firearm barrels. Composite Heat Release is a new, patentpending, multi-layer composite material innovation that incorporates layers of ceramic and carbon-fiber reinforced composites applied to originalequipment steel-barrel bores. The material composition of the Composite Heat Release technology applies the concept of thermal inertia to speed heat transfer from the steel through the composite sleeve. This reduces barrel-bore temperature over multiple firing rounds, reduces total barrel weight, and increases stiffness to improve overall sport shooting and hunting performance.
In a unique and collaborative design and fabrication process, Avient applies the composite materials onto Sporting Arms and Ammunition Manufacturers’ Institute (Booth #42308) compliant steel barrel blanks supplied by the firearm manufacturer to Avient. Using their own steel bores combined with Avient’s composite technology, firearm manufacturers can achieve specific properties customized to their barrel requirements, such as weight, length, and other performance needs.
“Our technical specialists work closely with our firearms customers to elevate their brands with new, groundbreaking barrels that are highly customized,” says Mike Mosley, Avient’s general manager of advanced composites. “Unlike traditional carbon-fiberwrapped barrels, our Composite Heat Release materials are specifically formulated to remove heat from the internal steel bore. Because of this, barrels made with this technology heat slower and cool faster than the competition.”
Another example of Avient’s technical expertise can be found in Safariland’s ( Booth #11268 ) breakthrough in personal protection. The new SX HP is the thinnest, lightest, and most powerful hybrid ballistic armor in the market. Engineered with groundbreaking technologies and cutting-edge materials from Avient, Honeywell, and Dupont, SX HP provides a 20-per cent reduction in weight along with a 20 percent increase in ballistic per formance.
Available in male and female unstruc tured styles, with an addition al female structured option for precise, tai lored pro tection, SX HP is an updated design that enhances concealability and ergonomics, ensuring maximum comfort for even the most discerning officers. Get ready to experience next-level protection without compromising on comfort or safety. (avient.com)
DRONE TECHNOLOGY TAKES A BIG STEP FORWARD
Red Cat Holdings, Inc., a leading American drone technology company, was recently selected as the winner of the U.S. Army’s Short Range Reconnaissance (SRR) Program of Record. The production selection was made after a test and evaluation process of the company’s Teal next generation sUAS, completed by the Army Project Management Office for Uncrewed Aircraft Systems, Army Maneuver Battle Lab, Army Test and Evaluation Command, and Army Operational Test Center.
“Warfare has undergone a dramatic transformation over the past two years, with a significant shift toward drone technology, exemplified by the SRR Black Widow. It is an honor to support the U.S. Army by delivering the Black Widow to our warfighters. We believe this advanced technology will enable the Army to shape the battlefield, save soldiers’ lives, and serve as a powerful tool in their arsenal,” says Jeff Thompson, CEO of Red Cat. “This long-term contract will give us the capability to continue to improve the Black Widow, scale production, and improve margins.”
“Both the operational and tactical levels of war and maneuver of combat elements have evolved significantly over the past couple of years,” says Paul Edward Funk II, retired four-star Army General and Red Cat board member. “Operational success today depends on the ability to seamlessly move data across the battlefield. From a tactical perspective, small unmanned aerial systems that are rucksack portable are playing a vital role in intelligence, surveillance, and reconnaissance, as well as surgical strike capabilities based on the real-time needs of the warfighter.” Booth #61307 (redcatholdings.com)
Nosler’s latest deer-hunting round, Whitetail Country, is entering the hunting market at prices that may surprise retailers and hunters alike. Whitetail Country is available in two general loads. First are the rounds built around Nosler’s upgraded Solid Base bullet. Introduced in 1972, the Solid Base bullet now features a fifth-generation tapered jacket and a precise, formfitted lead-alloy core that delivers lethal penetration and significant expansion to quickly take down deer and other game.
For longer-range hunters, the Solid Base bullet’s boat-tailed design enhances accuracy for shots out to 400 yards. Solid Base Whitetail Country is available in 6.5 Creedmoor, .270 Win., 7mm-08 Rem., .30-30 Win., .308 Win., and .30-06. Bullet weights range from 130 to 165 grains.
Second, Nosler also manufactures Whitetail Country loaded with the company’s new straight-wall bullets for those hunters in the various straight-walled-only deer-hunting zones. Building on decades of expertise, the straight-wall bullets are engineered with a cutting-edge design for enhanced accuracy and devastating penetration, all the while being fully compliant with straight-wall regulations across the nation. Straight-wall Whitetail Country rounds are available in 350 Legend loaded with an 180-grain bullet and .45-70 Gov’t. launching a 300-grain deer thumper. Suggested retail for all of the above is $34.95 in boxes of 20, except for the .45-70 Gov’t. at $39.95 for a 20-round box. Compare those numbers to Nosler’s Trophy Grade centerfire rifle rounds at roughly twice the price and Expansion Tip rounds at approximately $30 more per box of 20.
“It’s incredible to witness the progress in manufacturing that has occurred over the past five decades manifest in a single product,” says John Nosler, president of Nosler, Inc. “When we developed the Solid Base, it set off a chain reaction that led to the creation of the Ballistic Tip and AccuBond. Now, we have revisited the evolution of those products and incorporated them back into the Solid Base, resulting not only in a new projectile but also an entirely new line of ammunition. By implementing new manufacturing techniques, we have found a more efficient way to produce them. This means better performance at a lower price, all proudly made in the USA. What’s not to love about Whitetail Country ammunition?”
Interested in becoming a Nosler dealer? The easiest way to do so is to go to Nosler’s dealer contact page www.nosler.com/dealer-locator/become-anosler-dealer.html . Your geographic area of the country has a specific sales representative listed with complete contact information.
Nosler ammunition and components are also available through distribution. Bill Hicks & Co., Crow Shooting Supply, Sports South, and Zanders Sporting Goods are among the many distributors carrying Nosler. Your customers may already be asking about Whitetail Country ammunition. Ever since it announced the new line, Nosler has made a marketing full-court press with the new ammo line in digital and print platforms and across the social media landscape. Much more coverage of the ammo line will roll out during 2025, too.
Nosler continues to collaborate with industry partners to offer other new products. In 2024, for example, the company worked with Marsupial Gear to produce the Nosler x Marsupial soft rifle case. The rugged case
keeps rifles safe and secure, featuring a velvet soft interior, a padded carry handle, and a detachable shoulder strap.
Meanwhile, the popularity of the Nosler suppressor lines keeps growing. Its centerfire hunting suppressor, the SR-30k (K-Can) was a big seller for the company last year, and the future for this line looks even better as NFA wait times continue to shrink. All of which means 2025 will be one fine year for Nosler and its dealers. Booth #13070 (nosler.com)
Whitetail Country ammo is available in 350 Legend for use in straight-walled-only deer-hunting zones.
The boat-tailed design of the Solid Base Whitetail Country 6.5 Creedmoor ammo enhances accuracy for shots out to 400 yards.
WALK SOFTLY AND CARRY A WHOLE LOTTA LIGHT.
CARRY CONFIDENCE. Our weapon lights have been specifically developed for, tested with and carried by law enforcement officers across the country. Built to perform under the most extreme conditions, the Nightstick TCM-10 delivers 650 lumens of pure confidence, providing you with the visual information you need to make split-second decisions.
Make Sure It’s Secure
By Bill Brassard
NSSF’s national awareness campaign has reached millions with the simple message of “Make Sure It’s Secure”.
NSSF, The Firearm Industry Trade Association, asks every business, organization, and attendee at the 2025 SHOT Show to participate in its Gun Storage Check Week later this year. It’s a big ask, but if we want to reduce firearm accidents, suicides, misuse, and thefts, a largescale effort like Gun Storage Check Week that reminds gun owners to prevent unwanted access can be a game changer.
Gun Storage Check Week is a national campaign that happens twice annually. Marking your calendars now means you won’t miss the opportunity to— without exaggeration—save a life. Gun Storage Check week runs June 1-7 and September 1-7; the former during National Safety Month, the latter during National Suicide Prevention Month. Last year’s inaugural “weeks” were unqualified successes, with hundreds of companies and organizations delivering safety messaging that reached millions of gun owners.
The campaign’s slogan is “Make Sure It’s Secure.” When not carrying your firearm, using it, or otherwise having your gun under your control, NSSF strongly encourages storing it securely by using a lockable storage device.
Gun Storage Check Week’s simple reminder can help people better assess risk and change their approach to firearm storage. We’ve heard as much. A person told NSSF that seeing the “Make Sure It’s Secure” message on an interstate billboard caused him to change his storage practices. An ad sales rep at Audacy, which helped place the campaign’s digital audio PSAs in 35 states, said he reconsidered his storage practices and checked out new storage devices. My friend, Paul Erhardt, managing editor of The Outdoor Wire, attended a VA-NSSF Roundtable on suicide prevention and means safety and was motivated to do what he’d long been thinking about. “Stop putting off what should be the inevitable and do your research, pick a storage product, and buy it,” he wrote in his column.
If you participate in Gun Storage Check Week, you’ll have a lot of company. Hundreds of businesses large and small helped spread the “Make Sure It’s Secure” message last year—among them: Bass Pro Shops/Cabela’s, Beretta, Browning, Carbon TV, Console Vault, Crossbreed Holsters, Davidson’s, Federal Premium, GunBroker.com, Hornady Manufacturing, Outdoor Sportsmen’s Group, Remington, Ruger, Smith & Wesson, and Winchester. Influencers also helped
MARK YOUR CALENDARS!
Gun Storage Check Week will take place June 1-7 and September 1-7 (NSSF uses the same dates every year). Please mark your calendars to participate. May, which is when many have their plans in place, is not that far off. Use the Gun Storage Check Week promotional toolkit (gunstoragecheck.org) or use the week as an occasion to promote your own firearm safety messaging.
We all benefit when we “Make Sure It’s Secure!”
For information about NSSF’s Gun Storage Check Week or its companion programs Project Childsafe and Have a Brave Conversation, contact Bill Brassard, NSSF’s Senior Director, Communications. (bbrassard@nssf.org)
As part of customer service, FFL retailers emphasize the importance of secure firearm storage to new gun owners.
COVERTX
Experience a revolution in concealed carry ammunition. Built with precision, this new Jacketed Hollow Point projectile features precut serrations in the lead-alloy core, surrounded by a heavy copper jacket, engineered for precisely regulated expansion. Optimized for performance out of short barrels, but tough enough to withstand full size handgun velocities this projectile holds together perfectly and delivers unmatched performance, and the proprietary design ensures consistent expansion and terminal performance, giving you confidence in every shot.
spread the word. These included Melissa Bachman, Lanny and Tracey Barnes, Shanea Daniels (NAAGA), Taren Darr, Gabby Franco, Julie Golob, Nikkita Gordon (Cute & Cocky), Julie McQueen, Jen O’Hara (Girls with Guns Clothing), and Kristi Titus. Participating organizations included Armed Women of America, The American Legion, Civilian Marksmanship Program, 4-H Shooting, Safe Living/Shoot Like A Girl, Scholastic Shooting Sports Foundation, Sisterhood of the Outdoors, Union Sportsmen’s Alliance, USA Shooting, USCCA, Women for Gun Rights, and Women’s Outdoor News.
Also participating were Project ChildSafe law-enforcement partners, firearm retailers and shooting ranges, outdoor media, and hunting and conservation organizations. So, too, veterans groups such as The Armory Project and mental health and suicide prevention organizations, including NSSF’s partner, the American Foundation for Suicide Prevention.
We’re grateful to everyone who shared the message and literally put the idea in someone’s mind to check on whether their firearm storage is preventing the wrong person from handling your firearms.
We had some fun with Gun Storage Check Week, too. More than 10,000 people entered the Gun Storage Check Week Sweepstakes to win gun safes. They earned extra entries by watching videos about the core rules of gun safety and suicide prevention. Thank you, Hornady Manufacturing and ShotLock, for your generous donations of secure storage products to the sweepstakes.
National campaigns that draw awareness to health, well-being and safety issues are powerful. You know the messages:
• Women, conduct a breast exam yourself or have a doctor do a clinical exam to detect help prevent breast cancer.
• Men, do the right thing for yourself and your family and get a prostate PSA exam.
• Families, replace the batteries in your smoke and CO2 detectors.
• Gun owners, check on your storage practices so an unsupervised child, someone with suicidal thoughts, or a thief can’t access your firearms.
These awareness campaigns—American Heart Month, Breast Cancer Awareness Month, Veterans Buddy Check Week, among them—touch a chord in people across the country and have saved lives.
I’m hoping that very soon we’ll say the same about NSSF’s Gun Storage Check Week. As NSSF President and CEO Joe Bartozzi puts it, “If something bad happens because your gun isn’t stored securely, you’ll regret it, probably forever.”
PROJECT CHILDSAFE SWEEPSTAKES
Enter the Project ChildSafe Sweepstakes to earn a chance to win one of nine great prizes, including a Vault Pro Silver Eagle full-size gun safe ($5,613 value with shipping included) and a Swarovski 10x42 EL rangefinder binoculars (value $3,999).
There are firearms made by Sig Sauer, Winchester, and Franchi; an AR bundle from Optics Planet; a drawer safe from Hornady Manufacturing; a full package from Pack’n Heat; and a Project ChildSafe 25th Anniversary ice cube tray. Your donation earns you a chance to win the prize at that donation level.
Additionally, every donation helps to support the industry’s flagship firearm safety program—NSSF’s Project ChildSafe—which is active in communities in every U.S. state and territory. Support Project ChildSafe and earn a chance to win a great product. (projectchildsafe.org/donate-sweepstakes)
WINCHESTER AMMUNITION SUPPORTS FOLDS
Winchester Ammunition recently announced its fourth consecutive pledge to the Folds of Honor Foundation, a $100,000 commitment that will help provide educational scholarships to the spouses and children of fallen or disabled service members of the U.S. armed forces. Since 2021, Winchester has contributed a total of $425,000 to Folds of Honor.
“Winchester has a long history in support of the U.S. military dating back to the early 1900s. We are honored to continue our contribution to Folds of Honor and help the families that are truly in need,” said Brett Flaugher, president of Winchester Ammunition.
Winchester introduced its USA VALOR series of ammunition in 2021, which pays tribute to Folds of Honor, the U.S. military, and first-responders. Since its launch, more than 200 million rounds of USA VALOR ammunition have been sold in boxes featuring the Folds of Honor logo in support of their mission.
“Winchester remains steadfastly focused on our heritage of integrity, quality, and reliability serving the U.S. warfighter—in peace and in battle,” says Flaugher. “You may learn more about our support of military and veteran causes at Winchester.com/USAValor.”
Folds of Honor is a 501(c) (3) nonprofit organization that provides educational scholarships to the spouses and children of military members
OF HONOR
who have fallen or been disabled while serving in the United States armed forces. Its educational scholarships support private-school tuition or tutoring in grades K-12 as well as postsecondary tuition (two- or four-year college/university, technical, or trade school). Since its inception in 2007, Folds of Honor has awarded more than 62,000 scholarships totaling more than $290 million in all 50 states. Among the students served, 41 percent are minorities. It is rated a four-star charity by Charity Navigator and Platinum on GuideStar and was founded by Lt. Col. Dan Rooney, the only F-16 fighter pilot and PGA professional, who is currently stationed at Eglin AFB, Florida, as a member of the 301st Fighter Squadron. For more information or to donate in support of a Folds of Honor scholarship, visit FoldsOfHonor.org Booth #11828 (winchester.com)
Aiming for Excellence
At Riton Optics, the goal is to solve the problem the customer doesn’t even know about yet.
For more than a decade Riton Optics, now based in Tucson, Arizona, has committed itself to offering its customers rugged and dependable riflescopes, red dots, binoculars, and spotting scopes. The company also manufactures a variety of mounting solutions along with accessories such as a bino harness. SHOT Daily Editor Slaton L. White recently sat down with new marketing director Trent Marsh to take the pulse of the company.
SHOT DAILY: You said when you became marketing director at Riton that “our mission is not just about selling products; it’s about crafting an experience for our community of outdoor enthusiasts. Together, we aim for excellence, weaving a tapestry of brand messaging that resonates, fosters camaraderie, and propels us to new heights in the industry.” How is the company accomplishing this mission?
Trent Marsh: The first step is in understanding your customers and their pursuits. This is where it can be tough for an optics company compared to some other products, because so many of the products have multiple ways of being used by the customer. I know how a camo jacket will be used. I know how a bullet will be used. I can make multiple, valid, very different use cases for the exact same optic. With that in mind, we had to take a hard look at how the product had been positioned previously, and how we wanted to help our customers answer their optics questions. We’re sort of in phase one of that right now—examining the brand and products and making sure we are marketing them thoughtfully and providing the resources and information our customers need to make the right choice. As we continue that process, and refine it, it’s about getting more granular and drilling down even further on how we can support the market with products and content that help make their life easier. If you can do that, you’re in a great position to help people beyond just selling them something and moving on.
SD: As technology continues to impact the design of the various optics Riton offers, how do your product designers keep up? How do these changes affect your marketing strategies?
TM: That’s always the challenge, isn’t it? I give a lot of credit to our product team, led by Chris Varas, for making sure our products meet the standards we want to establish for the Riton brand. It’s a lot of research, a lot of trial and error, and a lot of examination of problems that aren’t being flagged yet. The goal is always to solve the problem the customer doesn’t even know about yet. Otherwise, you’re starting behind the curve. Chris is a user of the product. So am I. So are the vast majority of our team members. That by itself doesn’t mean much, but when you factor in the collaborative environment we’ve created, and the fact that anyone in the company can ask those questions and present ideas to start a development loop, you end up with a process that brings the best answers to the table. That hasn’t always been the case at other places I’ve been, and I’ve spoken to a number of friends and colleagues over the years where that isn’t the case. We value the voice of the consumer and the user, and that drives the
design process. Then, from a marketing standpoint, my job is easy, right? Anytime you are solving a problem, you just have to let people know. There isn’t a lot of difficult marketing involved in letting people know you’ve made something easier, more reliable, or more affordable. You just have to let them know it’s available. That’s a fun position to be in from a marketing standpoint.
SD: There’s been a big focus this year on the Primal family of products. Is this marking a change for the Riton brand moving away from the tactical or long-range markets?
TM: It’s absolutely not a move away from those core markets. The tactical and precision space is really where Riton made its mark early in its life. The Primal focus for this year is about growing our brand, not repositioning it. Optics use is tough to be narrow about. A scope one person would use for long-range precision shooting might be the scope another person uses for hunting, so marketing is tricky. It’s tough to be everything to everyone. The roots of Riton are strong in that tactical and precision world. We’ve learned a lot about how to make and deliver really strong, effective product to a very demanding category of shooter. Hunters are demanding, too. We just haven’t focused on awareness with that audience as much as we probably should have in the past. So, as we develop some products that speak directly to hunters, and we go out and market to them and tell our story, we think we bring a lot of value and credibility to the space. That said, we also relaunched all of our pistol dot lineup in the last 12 months or so. We aren’t walking away from tactical or EDC audiences at all. We’re just building a larger brand umbrella to work from. Booth #10331 (ritonoptics.com)
BENELLI USA INVITATIONAL SUPPORTS VETERANS
For the past decade, the Benelli USA Invitational, held at the Prince George’ s Trap and Skeet Center in Glenn Dale, Maryland, has been more than just a premier shooting event—it’ s been a call to action, a commitment to our nation’ s warriors and their families. The purpose? To raise funds for the Freedom Hunters military outreach program, which has been creating life-changing outdoor experiences for our service members and their loved ones since 2006.
Last year, the Invitational and its parallel online auction raised an impressive $132,000, reinforcing the strong bond between the shooting sports community and the heroes who defend our freedoms. The one-day sporting clays event drew 164 competitive shooters, many of whom were military veterans, to join forces in support of a cause that resonates deeply with the values of courage, resilience, and adventure.
“The Invitational is one of the most anticipated events of the year for our team at Benelli,” says Tom DeBolt, CEO of Benelli USA. “It's a day that embodies the spirit of adventure and the bonds of camaraderie, all in support of a mission that deeply resonates with who we are. With nearly a quarter of our staff being military veterans, we are proud to stand behind Freedom Hunters and their commitment to giving back to the military community through transformative outdoor experiences.”
Since its inception in 2006, Freedom Hunters has served over 14,000 veterans and their families, offering unique outdoor adventures in 46 of the 50 states and venturing into Namibia, Canada, and Mexico. In 2023 alone, Freedom Hunters planned 104 adventures for 1,015 veterans and family members—a monumental effort that required the dedication of over 300 volunteers who contributed a staggering 35,996 hours of service, valued at over $1.1 million.
The Benelli USA Invitational has been instrumental in supporting Freedom Hunters’ mission over the past decade, raising $922,000 for the cause. As Debolt says, it’s not just about the numbers; it’ s about the lives changed, the bonds forged, and the outdoor memories created. Booth #13238 (benelliusa.com)
As military contract winners, the M107A1® and MK 22™ provide the user with a precision-engineered rifle system built for relentless action in the most demanding environments and ensuring effectiveness in diverse operational scenarios. See the complete lineup at the 2025 SHOT Show – Booth #10344.
Constant Engagement
The team at XS Sights constantly engages with its customer base in order to stay aligned with their evolving needs.
Kellie Brunn is the co-owner of XS Sights, a second-generation, women-owned business in Fort Worth, Texas. She returned to Texas in 2016 after a successful 15-year career at Eaton Corporation’s electrical division in North Carolina. With her leadership, XS Sights has seen significant growth and continues to thrive by staying true to its mission of empowering the “good guy” with functional weapons upgrades. The company is well known for products such as the DXT2 Big Dot, which showcases their purpose-driven designs and manufacturing expertise. Brunn holds an MBA from Wake Forest University and remains active in community initiatives such as volunteering with Meals on Wheels.
SHOT Daily: What do you see as the biggest challenges facing the industry in the next five years?
Kellie Brunn: While supply chain issues are a global concern, we source American-made whenever possible and carry deep raw-material inventories. This, coupled with our ability to take product from bar stock to finished goods in our facility in Fort Worth, uniquely lessens these risks to us and therefore our customers.
The political challenges we face in our industry are another obvious concern. However, this threat goes deeper than our right to bear arms and its impact on gun ownership and the resulting demand for
our products. Our industry represents more than just firearms; it’s a lifestyle as well as a set of values, personal accountability, and source of patriotism that is critical for our country. Stewardship in protecting and promoting the Second Amendment is our challenge and obligation.
Our industry must unite to support 2A-friendly suppliers and vendors. XS has felt the wrath of political influences from insurance companies, online selling platforms, marketing channels, IT support software and databases, etc. Perhaps most concerning is our industry’s lack of voice on social media platforms that are hugely influential for our younger generation. It is imperative this industry intentionally unifies and promotes like-minded organizations.
SD: What opportunities do you see?
KB: Doing things the way we have always done them is not going to be a viable option moving forward. I see our industry going through a growth and maturity phase out of necessity. We will have to market, sell, distribute, and promote very efficiently with current market pressures to maximize the resources we have available to us. While change is often painful, the teams who think outside the box will tee themselves up nicely for the future and the inevitable market rebound. XS is dedicated, creative, innovative, and ready.
I also envision a cohesive industry that will advocate for its comprising members and America’s foundational freedoms. With time and money constraints facing our industry, I foresee opportunities for change in industry associations, supplier alliances, and a renewed emphasis on American-made products.
SD: When you get up in the morning, what gets you excited about working in the industry?
KB: The people, hands down. I love Team XS especially and have great respect for the people I am blessed to call friends in our industry. Working alongside people who are as passionate about the Second Amendment as I am makes every day exciting and energizing and full of purpose.
SD: How will you meet the expectations of your customers?
KB: Meeting the expectations of our customers means listening closely to their needs and responding with products that genuinely enhance their experience. Our Gun Nut team is always brainstorming cool solutions for “undiscovered needs.” We constantly engage with our community, whether it’s through direct
Kellie Brunn, Co-owner of XS Sights
feedback, product reviews, or social media, to ensure we’re staying aligned with their evolving needs.
SD: In a very competitive world, how does XS Sights stay ahead of the pack?
KB: Team XS is lean and incredibly efficient, agile, and committed to the growth goals we have in our five- and 10-year plans. We know the sight market is evolving, and we will continue to do so accordingly. As such, we too will advance to support new technologies in this space and develop other firearm upgrades as well.
Innovation is spurred by a company culture of grace and exploration. All of our team members are given a personal budget to promote industry involvement, and we take the “no ideas are dumb” challenge to another level. Our team can validate the saying, “You learn more from your mistakes than your successes!”
We pride ourselves on being easy to do business with, and this is at the core of all of our business dealings. Our focus is long term, and we value and have immense gratitude for every customer.
SD: The innovative design of the DXT Big Dot sight put XS Sights on the map. It had a large,
white-dot front sight paired with a V-notch rear sight, which allowed an unobstructed view of the front sight. These express sights provide quicker sight acquisition, particularly in mid- to low-light conditions. You then followed that with the F8, which used a traditional notch-and-post sight system paired with the Glow Dot, your proprietary photoluminescent technology designed to help shooters acquire the target in low-light conditions. The R3D sights (a three-dot tritium notch-andpost sight) soon followed. What market forces spurred these particular designs?
KB: The original DXT (and now DXT2 design) is still my favorite. I grew up with it and believe it is the most effective sight picture in highstress, low-light, and/or impaired eyesight selfdefense situations. Our Big Dot concept, a highly visible front sight, revolutionized the industry in that the average size of the front sights available in the market has increased over the years.
XS’s mission is “Empowering the GOOD GUY to be more prepared, confident, and selfreliant with functional weapon upgrades.” We realize some people will always feel most comfortable with more traditional sight pictures, so we employed our same manufacturing and engineering standards, including a front dot focus, to provide superior sight solutions for these customers with the introduction of the F8 and three-dot sight R3Ds and now R3D 2.0s. This also allows us to offer a full portfolio of solutions to our OEM partners.
This was a critical step for XS Sights in becoming The Sight Company; we have solutions for not only many makes and models, but also the customers’ requested sight pictures and colors.
SD: Rather than rely on outsider suppliers for tritium for your night sights, you went through the laborious process of being certified by the federal government in order to be a tritium licensee. This opened up a new business channel as an OEM supplier of tritium to other night sight manufacturers. How has that paid off for the company?
KB: Our tritium license has been a significant win for XS. By controlling this essential element, we are able to innovate more freely, reduce lead times, ensure a consistent supply chain, and control our quality.
Team XS has more than five human touch points for each product with tritium installed, and we test above the regulatory requirements to maintain the quality that has been a hallmark of the XS brand for more than 30 years.
When a customer purchases XS-installed tritium, XS owns all of the regulatory compliance, and the product is received by them free and clear. This peace of mind allows our OEM partners to leave the sights and their associated regulatory oversight to us so they can focus on their core competencies, all the while providing superior sight solutions to their customers. Booth #13624 (xssights.com)
Tritium night sights, like the R3D on a Glock, need to be visible night and day.
The Tritium license allows XS Sights to offer OEM turnkey sight solutions.
The Hybrid 75 is a top-ofthe-line thermal scope. It has a detection range of 3,600 yards.
New Level
InfiRay Outdoor sets its sights on creating a top-quality experience.
Anyone who has had a chance to test drive a variety of thermal scopes knows that there’s a wide range of options on the market separated by price, and, more importantly, by quality. The situation is similar to anyone who has ever slid behind the wheel of a high-end sports car and then driven a 20-year-old Volkswagen Beetle. Both might get the job done, but they certainly won’t provide you with the same experience.
When it comes to creating the ultimate night-hunting experience, InfiRay Outdoor, and its exclusive U.S. distributor, iRayUSA, took that commitment to an entirely new level when they released the Hybrid 75 thermal scope at SHOT Show 2024.
“Ultimately, that’s our goal—to give hunters the best experience possible,” says Pliny Gale, director of marketing for iRayUSA.
If that commitment is the company’s business model, then the Hybrid 75 is an appropriate representation of just how serious they are about accomplishing their mission.
“This is most definitely a top-of-the-line thermal scope,” Gale says. “It’s made for people who want the very best to mount on top of their rifle.”
With a nearly $8,000 price tag, the scope isn’t for the casual plinker; but, just like an exclusive sports car, the high cost is a reflection of the quality that accompanies it. It starts off with a wide 75mm objective lens, but unlike any other 75mm thermal scope on the market, the Hybrid 75 boasts an impressive 4X native magnification, with digital magnification up to 32X.
“By starting off at 4X magnification, it allows you to keep your resolution as you start zooming in, which improves everything about the image through the scope,” Gale says. “If
you look at our images against everyone else’s, you can tell the difference. That’s what we’re known for.”
A large aspect of the quality of any thermal scope revolves around the sensors they use. That sensor at the heart of the scopes is what InfiRay Outdoor was built on.
“InfiRay started as a sensor manufacturer, and then we started building a body around it so that we could create a scope with the same kind of quality as the sensors,” Gale says.
“We’re still the only company that controls our own sensor manufacturing, so we can pick the best of the best. And that’s what goes into the Hybrid 75.”
As if that quality wasn’t enough, iRayUSA also launched a promotion at SHOT Show that allows customers who purchase a Hybrid 75 the opportunity to get a free laser rangefinder to accompany the scope.
“The rangefinder takes the capabilities of the scope to an entirely different level,” Gale says. “It allows you to range the target and adjust holdover in mils or MOA so you can dial the correction with the push of a button. The combination of the two is really something special.”
The quality of the products isn’t all that’s special, though. To make sure that everyone who purchases a Hybrid 75 can take advantage of all the scope has to offer, iRayUSA has a dedicated person on staff who provides personalized training for both the scope and the rangefinder. In this way the customer is already familiar with the capabilities before it’s even mounted on the rifle.
“We recognized that not understanding how to take full advantage of the technology was something missing in the market, and we wanted to change that,” Gale says. “We’re all trigger
The ILR-1000 Infrared Laser Rangefinder Module integrates seamlessly with all RICO Mk1 Series thermal riflescopes.
The InfiRay Outdoor RICO HYBRID kit contains all the accessories that a user requires.
pullers, too, and we know how much something like this can improve the experience of using the scope.”
Their commitment to their customers and creating a quality hunting experience extends beyond the field as well. Because they recognize that even with the highest standards of quality, there are things that can go wrong, iRayUSA has a warranty that’s as impressive as the products themselves.
“We have the best warranty in the business,” Gale says. “We were the first company to have a five-day return policy and a five-year warranty on the product. We want people to be comfortable with their decision to purchase these scopes, and we want them to be happy once they start using them.”
The warranty also includes a one-week repair guarantee so that if iRayUSA can’t get the product fixed in a week, they’ll send the customer a replacement.
“Our goal is to get people out hunting. That’s what they bought the scope for, and it doesn’t do them any good if they can’t use it. We want to make sure that’s never an issue for our customers,” Gale says.
A large aspect of the quality of any thermal scope revolves around sensors, and sensor quality is at the heart of the company.
GUNS
2025
by Eve Flanigan
Manufacturers are continuing to deliver guns that satisfy the need or urge to hunt, defend, compete, or recreate.
In the coming year retailers will most likely see movement away from the modern sporting rifles and tactical firearms that have often dominated both production and press. As if hearkening back to earlier times, lever guns and bolt-action rifles have regained front-row seats, usually delivering aesthetic value as well as user-friendly features. Concealed-carry firearms continue to be popular, with a trend toward slightly longer barrels. There’s never been a better time to be a consumer of a hunting or defense gun. Good ergonomics, once considered good luck to find or a treat to purchase, have become standard.
Manufacturers continue to deliver guns that satisfy the need or urge to hunt, defend, compete, or recreate. It’s a tall order that renews every year. Delivering a high degree of refinement and reliability on updated renditions of existing product lines is a conservative approach that strikes a balance between consumer satisfaction and the risks inherent in churning out entirely new products. Of course, there are exceptions, but guarded optimism and conservative moves appear to the be norm this season.
RIFLES
BISHOP FIREARMS
This Idaho-based manufacturer is back this year with a pistol caliber carbine. The new AR45TC, a.k.a. “Tabatha,” marries the design of an AR sporting rifle with some of the furniture, in wood, of a Thompson submachine gun to create a PCC unlike any other. Currently offered in .45 ACP and 10mm, the Bishop AR45TC is slated for additional chamberings in 9mm and .40 Smith & Wesson. It sports a 16-inch barrel, rifle-length stock, and uses Glock magazines. In .45 ACP, it’s guaranteed to net 2 MOA at 50 yards. A folding stock option is in the works. The visually impressive AR45TC is marketed as a solution for home defense paired with a Glockdesign handgun. SRP: $1,900. Booth #42238 (bishopammunition.com)
BUSHMASTER
Bushmaster got into the spirit of revival in 2024 with the launch of an updated BA50, their wellknown left-hand bolt/right-side ejection 50BMG rifle. The latest BA50 has a 29-inch heavy barrel, a full-length Picatinny rail, Magpul furniture, a 10-round box magazine, and ships with a GG&G bipod. This 29.5-pound, 56.75-inch long USAmade behemoth is capable of sub-MOA accuracy. When a person wants to make an impact at great distance, this one will do it. Color choices are black or tan. SRP: $6,878.95.
Also new from Bushmaster is an AR-style sporting rifle in 18-, 22-, and 24-inch barrel lengths. The V-Radicator is made with varmint hunting in mind. It’s chambered in performancemaximizing .223 Wylde. A full-length Picatinny rail and 17-inch BFI handguard provide lots of room for big magnification and/or night-vision accessories. Magpul’s MOE PR stock insures a great fit for almost any user. A Californiacompliant option is offered for each V-Radicator subtype. SRP: $1,102.95-1,108.95, depending on barrel length. Booth #20449 (bushmaster.com)
CENTURY ARMS
Century Arms has announced a new partnership with John Sharps of Sharps Brothers to bring an upscale, U.S.-made AKM-47 to market. The MB47 is built around a Sharpsdesigned color case hardened billet 4140 receiver. Premium components include Century Arms’ U.S. Chevron compensator, a chrome-lined barrel covered by a free-float U.S. Palm M-LOK handguard and rail, an all-new flat-faced RAK trigger, and Magpul DT Carbine stock, to name a few. The MB47 ships with a 30-round U.S. Palm mag. SRP $1,699.99.
Booth #12260 (centuryarms.com)
FN AMERICA
FN America partnered with TV Ammo, Inc., a.k.a. True Velocity, to bring U.S. and Allied forces a new rifle. It’s called the True Velocity .338 Norma Lightweight Medium Machine Gun. Ballistic performance of the True Velocity is comparable to the .50 caliber M2, but its weight and function more closely resemble another FN fixture on the battlefield, the M240 machine gun. The partnership will see production at FN facilities in South Carolina and the United Kingdom. Booth #12805 (fnamerica.com)
ROSSI
Rossi has opted to ride the wave of lever-gun popularity that remains strong by introducing new straight-walled chambering options to their R95 line of traditional wood furniture/blued finish lever guns. Now the line also offers .44 Magnum, .357 Magnum, .444 Marlin, and .360 Buckhammer.
Features of the R95 line include adjustable sights and a tube magazine for optimized capacity. Some models feature a threaded barrel and mediumsize lever loop. SRP: $960-$1,060, depending on chambering. Booth #13038 (rossiusa.com)
SAVAGE ARMS
Practical met popular when Savage rolled out the Revel line of rimfire lever-action takedown rifles. No tools are required to make the Revel shootable or packable. An aluminum receiver, drilled and tapped for optic use, keeps it lightweight. A fine trigger and enlarged lever loop make this more than a last-resort gun; it’s capable of great precision from its 18-inch barrel.
The Revel is offered with a classic or DLX (slotted) walnut stock. Early models will be chambered in .22 LR, but .22 WMR and .17 HMR (eight-round tube mag) are slated to come on board in early 2025. Its classic rubber recoil pad is perhaps a hint that centerfire variants will follow. SRP: $439.
Influencer partnerships have gone mainstream, so it should come as no surprise that Savage is partnering with international big-game hunter and star of Farming the Wild TV show Mike Robinson on a brand-new hunting rifle. The 110 PPR (Pro Pursuit Rifle) incorporates Robinson-inspired features on the company’s proven 110 platform. It sports a blend-in-almost-anywhere camo synthetic stock and field-friendly features like a large knurled bolt handle, flush QD sling adapters, and a 20 MOA rail. The stainless receiver is lightweight and the carbon-fiber-wrapped 22-inch Proof Research barrel ensures precision. A three-round AICS-style mag, dual extractors, and muzzle brake facilitate quick follow-up shots. The 110 PPR is offered in nine different chamberings, with emphasis on big-game cartridges. SRP: $2,399.
It’s a rare event to see a new rimfire chambering on the market. Late in 2024, Winchester’s 21 Sharp came onto the scene commercially. Savage Arms rose to the occasion, adding this new chambering to a bevy of existing rimfire rifles, including three in the Mark III and one in the B Series.
With affordability and compatibility with existing .22 LR magazines on its side, 21 Sharp should emerge as an attractive option for recreational and small-game shooters. An aerodynamic bullet, nonheeled case, and muzzle velocity just below 1,800 feet per second make this new cartridge a promising option in the rimfire space. Booth #12821 (savagearms.com)
SMITH & WESSON
The Model 1854 Stealth Hunter combines a clean, classic design with modern upgrades to elevate the shooting experience. Features include an extended Picatinny rail for optics, a new forend for additional accessories, a Hi-Viz H3 front sight, and an adjustable ghost ring rear sight sourced from XS Sights. Available calibers are .45 Colt, .44 Magnum, and .357 Magnum. The 16.3-inch 410 stainless-steel aluminum barrel (with a threaded muzzle) has a twist rate of 1:16, the receiver is forged 416 stainless steel, and the forend, which has 15 M-LOK slots, is aluminum with a hard-coat anodized finish. The black synthetic stock has textured grip panels. The rifle also has a large loop operating lever and a manual cross-bolt safety. Booth #12427 (smith-wesson.com)
TRADITIONS PERFORMANCE FIREARMS
The NitroBolt is, as the name implies, a boltaction muzzleloader that’s FireStickcompatible. Easy disassembly for cleaning is integrated into the design of this .50 caliber rifle, so long as the included hex key is handy. The floated, threaded barrel is 24 inches long and made of chromoly steel. An adjustable stock is just one more reason the NitroBolt is in a muzzleloader class of its own. Booth #14638 (traditionsfirearms.com)
shotguns
BENELLI
Benelli’s Super Black Eagle (SBE), their flagship waterfowl/turkey gun line, has received a new entrant called AI (Advanced Impact). Currently it’s chambered in 12 and 28 gauge with a 3.5-inch chamber, but a 20-gauge, three-inch version is on the way. The SBE AI has a 28-inch barrel and 143 8-inch length of pull. The action is blued with a matte finish. Consumers can choose between two finish packages that pair Mossy Oak Bottomland with Patriot Brown or Mossy Oak Max-7 with flat dark earth metal components. Capacity is 7+1. SRP: $2,849. Booth #13238 (benelliusa.com)
DICKINSON ARMS
Dickinson Arms is rolling out a pair of 12-gauge turkey guns for 2025. Both are finished in Mossy Oak Obsession camouflage. The 212C24-OS semi-automatic 12-gauge shotgun has a contoured, pistol-grip stock and a 24-inch barrel with ventilated rib. It comes with Hi-Vis fiber-optic front and rear sights as well as a Picatinny rail on the top of the receiver, so you can mount the turkey optic of your choice. It also comes with an extended extra-full choke. A hard-side carrying case and a magazine capacity-limiting plug are included. SRP: $649.
The Commando XX3T-C-2 pump-action 12-gauge shotgun is similarly equipped with a contoured pistol grip stock and 24-inch barrel with a ventilated rib. It also uses Hi-Vis fiber-optic front and rear sights and has a Picatinny rail. In addition, there is a short rail on the bottom of the forend to mount additional accessories. The Commando also comes with an extended extra-full choke as well as an included hard-side carrying case and a magazine capacity-limiting plug. SRP: $439. Booth #71105 (dickinsonarms.com)
FRANCHI
Franchi has a brand-new design, Affinity 3 and Affinity 3.5. The chamber lengths are included in the name of these 12- or 20- gauge shotguns. Capacity is 4+1; barrel lengths of 26 or 28 inches are offered. Ergonomics is front and center with the Affinity 3 and 3.5. A thin forend and strategically placed checkering enhance responsiveness. It does have a pistol grip. Finishes vary by model. Black or Max-7 or MOBL camo designs are available on the furniture; you can also go afield with Elite Marsh or Elite Timber camo. Cerakote choices for metal components are bronze or cobalt. Length of pull is 14.25 inches. SRP: $1,0791,599. Booth #13238 (franchiusa.com)
HERITAGE MANUFACTURING
Heritage Manufacturing recently announced availability of the Coachwhip, a stylish 12-gauge scattergun, made and marketed with a nod to pioneer days. This break-open action side-by-side has a color case hardened frame, exposed hammers, a tang safety, and 18-inch barrels with a bead sight. A walnut stock completes this attractive, historic-looking firearm. SRP: $984.99. While the Coachwhip covers security detail in historic fashion, its stablemate, the Badlander Field Model, is ready to bust fowl in nostalgic style. This Turkish-made side-by-side shotgun has a traditional walnut stock and lengthy 28-inch barrels. Double triggers and other outer metal components are black chrome. Combined with a dark walnut stock, the Badlander embraces understated style. Heritage left no one out when it comes to Badlander chambering. It’s offered with a .410 bore or 28-, 20-, or 12-gauge chamberings. SRP: $946.99. Booth #13038 (heritagemfg.com)
MOSSBERG
Long respected by both agencies and individuals as a producer of tactical shotguns, Mossberg introduced several new ones in late 2024. The 590-RM Mag Fed are pump guns chambered in 12 gauge with a 2.75-inch chamber. They ship with Mossberg’s unique double-stack 10-round magazines, with 5-, 15-, or 20-round mags. The 590-RM features a Magpul adjustable stock. Other conveniences include an AR-type ambidextrous safety selector and a Picatinny rail for an optic or iron sight. The base 590-RM includes flip-up front and rear sights by Magpul and a plain end on the 18.5-inch barrel. The Standoff version has no BUIS but includes a flash hider. Both feature Mossberg’s new low-profile, single-piece heat shield around the barrel and an ambidextrous Magpul accessory attachment sight on the top of the forend. Booth #12832 (mossberg.com)
AFFORDABLE DOESN’T MEAN CHEAP.
Every law-abiding citizen regardless of their budget, has the right to own a reliable firearm for personal protection.
handguns
CANIK
Until recently Canik only imported from Turkey via Century Arms, but last year it opened a U.S.based plant. Their growing line of polymer-lower pistols has exploded in popularity. Two new models were released in late 2024. The new guns are called Metc MC9 L and MC9 LS, with a 3.18inch and 3.64-inch barrel, respectively. The biggest difference between the new pistols and the car ry-ready MC9 is capacity, with both new models being 17+1. Black or desert tan frame and slide colors are offered. SRP: $499.99. Booth #12660 (canikusa.com)
EUROPEAN AMERICAN ARMORY
The Girsan Witness2311 Brat, designed with concealed carry in mind, is a compact, double-stack 1911 with a 3.4-inch barrel. The Brat comes with an 11-round magazine in .45 ACP or a 17-round magazine in 9mm. Standard features include Novak-style 3-dot sights, an extended beavertail grip safety, ambidextrous thumb safety, skeletonized hammer, removable magazine well, accessory rail, and a hard travel case. SRP: $679. Booth #12054 (eaacorp.com)
CHARTER ARMS
Charter Arms is known for making revolvers in rimless cartridge chamberings, i.e. .45 ACP and 9mm Luger. But now they’ve taken it a step further with the aptly named Double Dog revolvers. These versatile guns feature cross-caliber compatibility thanks to an interchangeable cylinder. A patented, no-moon clip design for the Double Dog means the same frame and barrel can shoot multiple calibers with a simple cylinder change. The first, and so far only, entrant in the series is the Mag Pug Combo, which accommodates .357 Magnum/.38 Special and 9mm. The Mag Pug Combo is offered in two barrel lengths, 2.2 or 4.2 inches, both ported for recoil dissipation. Capacity is five rounds regardless of chambering. Finish choices are black and stainless, with black or stainless finish and walnut grips. SRP: $637-$659. Booth #44151 (charterfirearms.com)
SAVAGE
The new Stance XR has an expanded capacity of 13+1 and a quick-release optics mount that allows the user to easily switch optics. Internals remain the same as on the original Stance. Consumer-selected options still include three colors, manual safety or none, and standard or tritium sights. An already-mounted optic is also an option. SRP: $469-$659. Booth #12821 (savagearms.com)
The science behind a new breed of barrels
For firearms manufacturers, thermal management, durability, and weight are crucial factors in overall barrel performance. Composite Heat Release technology uses a patent-pending combination of ceramic and carbon fiber reinforced composite materials, which are custom formulated and applied to manufacturer-supplied barrel blanks. The end result: barrels that weigh less, heat slower, and cool faster than traditional steel or carbon-wrapped steel barrels.
At Avient, we don’t make barrels, we make your barrels better.
Curious about Composite Heat Release? Find out more at avient.com/shooting-sports or call 1.844.4AVIENT.
Springfield has added an integrally compensated edition to their Echelon striker pistol line. Still with a 4.5-inch barrel, the Echelon 4.5F Comp delivers less felt recoil with a barrel and slide that both have a sizable port. It employs standout Echelon features like multi-brand, direct-mount optic compatibility and Springfield’s unique Central Operating Group. Capacity is 15+1 with two mags included. Ten- and 17-round mag options are available. SRP: $749.
Springfield has also rolled out a compact version of the 9mm Echelon pistol, called 4.0C. As the name implies, it has a four-inch barrel. Capacity remains at 15+1. The serialized internals and optic mount are the same dimensions as others in the Echelon line. The 4.0C sports three-dot tritium sights. A threaded barrel option is available. SRP: $719-739. Booth #11217 (springfield-armory.com)
TAURUS
STOEGER
Stoeger is perhaps the surprise entrant in this list with their new 9mm striker gun, the Combat SX. It’s full of in-demand features, including three 20-round magazines, three backstrap choices, a threaded 4.13-inch barrel, adjustable fiber-optic front sight, ambi slide lock, and a slot for an optic. The trigger guard is roomy. The Combat SX is finished in an almost black, dark bronze. SRP: $699. Booth #13238 (stoegerindustries.com)
The double/single action 608 Competition gives USPSA/ICORE competitors a seriously competitive gun out of the box. Features include eight-round capacity in .38 Special+P and .357 Magnum and a user-adjustable trigger. The lightened cylinder is cut for moon clips to facilitate fast reloads. Up front is a green Hi-Viz front sight. A six-inch bull barrel contributes to the hefty, 51-ounce unloaded weight. SRP: $1,015.99.
Another new revolver from Taurus, the diminutive double-action-only 605, is a five-round .357 Magnum/.38 Special. With a shrouded hammer, it’s ready for concealed carry. Buyers can choose from matte black or matte stainless finish and a two- or three-inch barrel. A removable front blade sight sets it apart from some others in this category. SRP: $454.99-$469.99.
The 22TUC is a clever gun with a clever and descriptive name. This nineround capacity, fit-in-a-pocket .22 LR semi has a tip-up barrel for easy loading for those who don’t want to or can’t rack a slide. It has a double-action trigger inside a roomy trigger guard. A 2.5-inch barrel, polymer frame, and subsequent 10-ounce weight make it an easy choice as a backup concealment pistol, but numerous features make it suitable for both skilled and new shooters. Normalprofile sights with an orange dot in the front are standard. On the grip you’ll find a beavertail, pinky support, and textured panels all make the 22TUC shootable for users of most any stature. SRP: $333.99.
Coming this spring is the Taurus GX2, a concealment-ready, striker-fired 9mm. Its barrel will be 3.38 inches. Features include an ergonomic grip, Picatinny rail, adjustable and aftermarket-accommodating sights, manual safety, and two 13-round magazines (10- and 15-round mags also available). It is not optic-ready. SRP: $309.99-$324.99. Booth #13038 (taurususa.com)
WALTHER ARMS
Walther Arms has revitalized their historic hammer-fired handguns while simultaneously cranking out new editions of its cutting-edge Performance Duty Pistol (PDP) series, now considered the flagship of the brand. Here is just a sampling of new Walther offerings.
The classic PP has been re-introduced with the appearance it had in 1929 when it first appeared in the hands of law officers and sport shooters. Today’s PP is found in classic .380 ACP (7+1) and .32 (8+1) chamberings, with Carl Walther’s iconic fixed barrel/blowback design and black or stainless finish. Barrels are 3.9 inches. The real update to the PP is a rotating safety/decocker that eliminates the need to touch the trigger to decock the action. SRP: $969.
The PPK/SD is a renewed version of Walther’s .32 ACP PPK. It shares many of the same features and appearance as the PP, with two notable exceptions. First, its barrel is just 3.2 inches. But it’s the second difference that’s ground-breaking. Walther updated the barrel with threads to make the PPKS S/D a handy suppressor host. SRP: $1,099.
The PDP Pro-E, Walther’s popular striker gun, has a coveted new feature: 20-round maga zines. Those who embrace the philosophy of carrying more ammo will be pleased to know this PDP package still includes three metallic-body magazines. SRP: $779.
PDP Pro-X Parker Mountain Machine is a partnership with Parker Mountain Machine com pany. The result is a PDP line extension with a a four-inch slide with an integral compensator over a ported barrel. Mag capacity is 18 for the four-inch compact; 20 for the 4.6-inch full size. Ten-round options are offered. SRP: $999. Booth #12469 (waltherarms.com)
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by Christopher Cogley
Tactical clothing and gear brand 5.11 has always had an impressive presence at the SHOT Show, bringing large crowds to its booth with its remarkable product selection as well as the informative and entertaining events it hosts every year. At this year’s show, however, 5.11 is set to make a bigger splash than ever with a new booth, new partnership announcements, and a product assortment that showcases the innovation 5.11 is known for.
The first, and largest, change in 5.11’s SHOT presence that attendees will recognize is the company’s new booth (#72448) at Caesars Forum.
“Because the large crowds our daily events have been attracting the last few years ended up spilling into the aisles, we were looking for more booth space,” says Eric Katzenberg, Sr., director of content and community at 5.11. “Caesars gave us an opportunity to do that. Caesars is bright, fresh, and inviting.”
In addition to having more space for events, which 5.11 will continue to host this year, the larger booth gives 5.11 more room to showcase the innovative products that define the 5.11 brand. One of 5.11’s most impressive new products, however, won’t only be showcased in its booth, it will also be on display throughout the show floor and on the streets of Las Vegas.
“The Las Vegas Police Department updated their officers’ uniforms for the first time in 50 years,” Katzenberg says. “And they chose to partner with 5.11 to create the new uniforms.”
Matt Page, vice president of global development at 5.11, says that it’s partnerships such as this that help 5.11 continue to bring new innovations in design to market year after year.
“The brands that really create the most innovative products are the ones that imbed themselves in these communities and take the time to get to know them,” he says. “When you take the time to really get involved with these communities, you can see some issues with their gear that they might not
Las Vegas Police Department chose to partner with 5.11 to update their officers’ uniforms.
even be thinking about. Sometimes, they don’t even know how good it could be until they get something better.”
There are times, however, when 5.11’s commitment to solving problems and bringing the best possible solutions to the people who use their products in the field goes beyond the scope of their expertise in a given area. When that happens, 5.11 turns to its strategic partners, such as Gore-Tex, Boa, Vibram, and many others, to develop a product that combines the best of both companies.
“Partnering with these companies is huge,” Page said. “These guys are so good at what they do, and they bring features to our products that take them to a whole new level.”
A great example of this type of collaboration is 5.11’s new A/T Elite GTX boots. Designed specifically for first responders and military personnel, the A/T Elite GTX boots feature a Gore-Tex layer to keep them breathable and waterproof and a Vibram oil-resistant outsole for superior traction and durability. And to bring more comfort to those users who spend so much of their time on their feet, 5.11 created the boot with a dual-density PU midsole and an ATLAS Elite footbed. Combine all that with an abrasion-resistant outside layer with strategically placed rubber accents, and the A/T Elite GTX becomes a comfortable boot that not only holds up to the demanding rigors of first responders, but serious hunters, hikers, and outdoor enthusiasts of all kinds.
The Founder's jacket, part of the V.XI Collection, is designed in collaboration with top-tier teams. The line embodies 5.11's commitment to professionals by providing durable tactical wear.
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“We spend a lot of time talking with military personnel and first responders, and they always tell us that one of the most important pieces of equipment they’re concerned about is what they put on their feet,” Page says. “We make sure we never skimp when it comes to our footwear; we always want to make sure they are getting the best.”
The expanded booth space at this year’s SHOT Show will allow 5.11 to showcase a much larger selection of their innovative footwear to give law enforcement departments and outdoor retailers an opportunity to see first-hand the kinds of features 5.11 incorporates into its shoes and boots and find the ones that will resonate with their officers and customers.
“Footwear is going to be a big story for us,” Katzenberg says. “It’s a great way to showcase our partnerships with Gore-Tex, Vibram, OrthoLite, and other companies and really show how these partnerships help our footwear stand out from others.”
Footwear isn’t the only story in 5.11’s booth, however. From the V.XI Collection, the expanded line of 5.11 Founder’s Jackets, and the impressive Range Bag they designed in conjunction with Sig Sauer, 5.11 has made sure that
their booth has a story that nearly anyone can resonate with.
“SHOT Show is always exciting for us, and we enjoy raising the bar every year,” Katzenberg says.
Designed specifically for first responders and military personnel, the A/T Elite GTX boots feature a Gore-Tex layer to keep them breathable and waterproof and a Vibram oilresistant outsole for superior traction and durability.
If you haven’t already, head over to 5.11’s new booth and see just how high that new bar has been set. Booth #72448 (511tactical.com)
NSSF® PAC is the only political action committee solely dedicated to representing the collective interests of the firearm and ammunition industry.
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The night-vision and thermaloptics markets are booming. Are they right for your business?
My first night-vision hunt occurred near Yazoo City in the Mississippi Delta just over a decade ago. A good friend and his family raised crops on several thousand acres here, and the growing number of destructive feral hogs cost the operation thousands of dollars annually. My friend tried day hunting; it removed a few pigs, but never enough to slow the damage done to his corn and soybeans.
So, as many farmers and ranchers in the South and Texas were beginning to do, he invested thousands of dollars in night-vision gear and started thinning out local sounders after dark. That night, I wore a night-vision unit mounted on a helmet, abetted with a laser zeroed and attached to my Modern Sporting Rifle (MSR). With the night vision, the laser acted like a red pointer, stabbing deep into the dark.
We spotted a group of hogs rooting up a field and put a stalk on them. I opened fire at approximately 50 yards. Half a magazine later, I had three good-sized hogs on the ground. My heart was nearly thumping out of my chest. A few months later, I used a thermal riflescope on Texas hogs and coyotes.
I was hooked! Hunting at night, for non-game species, became my favorite type of hunting.
As a writer, high-tech night hunting made sense, too. The night-vision and thermal technologies were awesome, they paired extremely well
happen. The units were simply too pricey to become really mainstream. I was right about the many years of hunting and writing opportunities. But, oh man, did I ever get the mainstream part wrong.
BOOMING SALES
PARD USA (Booth #40756) offers night-vision and thermal riflescopes as well as handheld units.
“Interest in the thermal and night-vision devices has exploded in recent years,” says Derick Cole, vice president of sales for PARD USA.
“Historically, there have not been as many players in the domestic sales space to choose from as there are now. The number of brands vying for consumer dollars is more competitive than it has ever been. This increased competition has driven innovation and continues to drive prices down every year.”
↑ The TD62 combines PARD multi-spectral imaging technology with long-distance thermal detection, high-definition night vision, a ballistics calculator, and a laser rangefinder to create a single multi-function unit.
“Over the past five years, we've seen consistent 15- to 20-percent growth annually, driven by increased affordability and heightened demand,” says Steve Lemenov, director of marketing for Armasight (Booth #72349). “The surge in interest, particularly in hunting feral hogs and predators like coyotes, underscores the expanding market and the desire of modern hunters to embrace innovative technology.”
Armasight produces numerous nightvision riflescopes and handheld monoculars as well as high-quality goggles. The company’s thermal units include riflescopes and mini handhelds.
Law-enforcement agencies, he adds, purchase significant numbers of these units, too, usually the handheld scanning variety.
Armasight PVS14 night vision monocular mounted to a Team Wendy Helmet.
says. “They are individuals, mostly found in rural or suburban areas, who see the value in thermalobservation tools for keeping an eye on the ranch or homestead.”
Search and rescue units, ski patrols, and game recovery/trackers are snapping up thermals, too.
PRICEY BUT PROFITABLE
These units often intrigue retailers. Then, they discover that the $2,500 to $3,000 retail price is the starting point for entry-level thermals, with $4,000 to $6,000 the nominal prices for upper-level units. Night-vision prices can be even higher, especially for the higher-end goggles that attach to helmets.
Yet, the widespread growth in these markets means more and more people are buying these pricey units. And these units generate profit margins far superior to the margins for firearms.
“While I can't disclose the exact margin levels of our dealers, I can tell you it is definitely more than the margins on most guns and a lot of ammo,” Gale says. “There's also the obvious benefit of the efficiency of selling one high-end thermal product to make the same profit as selling a dozen guns or cheaper optics. I know which one I'd hope to focus on as a dealer.” iRAY USA thermals include the flagship RICO weapon sights as well as the newly launched M6T 25mm, a thermal vehicle-mounted scanner.
A TECH EDUCATION
All sources SHOT Daily contacted shared the same advice to the retailer thinking about offering nightvision and thermal units, in store or online: know the technology.
“Having a solid understanding of the technology's fundamentals is essential to selling it,” says Armasight’s Lemenov. “While you may not need to be an expert in every intricate detail (that’s what we're here for!), having a general knowledge of
how the technology operates and the advantages it offers customers can significantly enhance your sales pitch.”
Gale notes that the iRAY USA dealers who have dived deepest into knowing the tech regularly sell out of his thermals. “It is not the price or technology that holds dealers back—it is the sales, marketing, and product knowledge,” Gale argues. “Geek out on the product, learn it, and you can sell it very effectively.”
So, how do you receive that education? Most night-vision and thermal manufacturers provide in-store sales and educational training, either using their own staffers or via sales rep agencies. PARD, for example, partnered with a 30-person national rep group to support dealer-level needs, including in-store education of staff and consumers. In 2023, PARD also introduced a series of informational videos on topics such as the difference between NV and Thermal and optical versus digital zooms and many more related tech topics (pard.com/support/video-collection). “All of this is provided free of charge to any retailer that finds value in it to use on their website or in their shop,” says Cole.
Armasight recently launched its Night Vision University (armasight.com/night-vision-university) and Thermal University (armasight.com/thermal-
university) websites. Both offer numerous articles that explain the respective technologies. They also feature examinations of individual units, their capabilities, and specifications.
IN-STORE HELP
In addition to its extensive online educational resources, PARD USA offers a full catalog of spec sheets and product comparison sheets as in-store
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iRay’s HYH75W low-distortion eyepiece and a 1.03-inch largeformat 2560×1920 AMOLED display provide comfortable viewing as a dedicated sight while still maintaining the pixel density and resolution required for use as a thermal clip-on.
sales aids. PARD USA also aids its dealers when introducing new products or upgrades. Last year, the company rolled out a line of upgraded thermal units.
“We supported this launch with a 100-percent product switch-out commitment at the retail level,” Cole says. “We also issued authorization for retail partners to submit a claim for price protection on the new devices that were priced below
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PARD's Sphinx 384 thermal imaging camera has a 5-inch screen. The innovative design provides users with an expansive viewing experience.
our original offerings. Big margins for the dealer, no liabilities on product transition, and lower retail prices for the consumer.”
Armasight supplies its dealers with in-store sales training, plus product literature and display stands. The company and its dealers follow a MAP policy, and Armasight does co-op advertising with its larger dealers.
At iRAY USA, “We have a program called ‘iRayBucks,’ where salespeople can earn credit toward a unit of their own,” says Gale. “Similar to airline miles, ‘Bucks’ build up and then can be redeemed through iRayUSA. Nothing beats selling from first-hand experience and personally owning and using the models you sell.”
Fusion Thermal (Booth #74225) is a newer entrant to the thermal market, offering scopes that feature the company’s intuitive three-button control system and an amazing clip-on unit, the Recon 55XR. “Preferably, we like to be onsite in our dealer partner's store,” says Chris Wisecarver, president of Fusion Thermal. “We want to work
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behind the counter with the sales team. When they hear what we have to say to their customers about our products, they come away not only with better product understanding, but also the knowledge of how to sell the products.”
In addition, Fusion offers a full complement of literature ranging from catalogs to product-specific brochures. “In a digital format, we also provide a counter sales tool that empowers even the freshest face behind the counter a step-by-step quickreference guide on how to sell our thermals, from the user interface to the deepest tech information,” he adds. “We are expanding our point-ofsale tools this year to include counter mats and stylized and branded scope stands.”
SALES PITCH
“The beautiful thing about thermal is that it sells itself,” says Wisecarver. “You just need to turn it on and hand it to a customer. There is nothing else in your store that will make as dramatic a product demonstration as a thermal scope. It’s nearly impossible to find someone who doesn't want one after they look through one.
“When I work with a dealer, I always have a thermal turned on. When a customer walks over to the gun counter, I say, ‘Want to see something really cool?’ and hand him the scope. If he’s never looked through a thermal, it will blow him away.
“Even if that particular shopper does not buy, he will 100-percent be telling his friends about the cool thermal scope he saw in your store. The wave of interest and sales that follow using this simple technique is nothing short of amazing.”
One Fusion dealer, Texas Guns & Gear (texasgunsandgear.com) in Stephenville, Texas, always has an MSR or two on display with thermal scopes mounted on the rifles. The display alone attracts attention. The shop will also give customers a bargain price on the rifles for a thermalrifle combo sale. The relative few dollars lost by the rifle’s low price is more than made up on the thermal profit margins.
EASE OF USE
If you think that some customers are going to be intimidated and may assume they need to be a computer science Ph.D. to effectively use and understand night vision and thermal, you need to understand this assumption is simply not true. If a customer can navigate the functions and apps on their cell phone, he or she can learn and use today’s thermal and night-vision units, which are easier to operate than ever before.
True, it wasn’t always this way. Initially, zeroing a thermal scope was often an exercise in extreme acid reflux for this writer. The instructions were confusing when not outright contradictory, and the the controls hard to manipulate.
An Armasight Contractor 320 mounted on a Henry lever action helped the author take down this Texas hog.
Every thermal scope I’ve used in the last couple of years, though, possesses what is basically a oneshot zeroing system. Meanwhile, menu controls have gone to turrets that are more intuitive than the hard-to-feel button pads of the past.
Simplification has also come to the other functions like changing to different reticles for the scope models to taking video and photos to adjusting image quality. Having your customers make a few such adjustments at the counter will remove many tech-based fears.
A MARKETING SURGE
These same companies are branding and marketing at a high level.
They are responsible for a noticeable surge of advertising on print and online platforms. They host numerous media events like demonstrations and hunts to generate content and work directly with social media influencers.
Social media has become a huge driver of night hunting, too. Night hunting groups are very popular on Facebook, for example, where they share hundreds of hunt videos with their members.
Yes, it’s kind of chaotic out there in this Wild West of Nighttime Technology. But units are selling like never before, with independent retailers cashing in with impressive profits. It all takes time and commitment, but then what doesn’t?
NIGHT VISION VERSUS THERMAL
Often “night vision” and “thermal” are used interchangeably to describe units that can help people “see” in low- to no-light conditions. Yet, in fact, they represent two very different technologies.
Thermal optics are not “optics” in the traditional sense. Essentially digital cameras, thermals identify electromagnetic radiation, what we non-scientists call “heat.” The unit’s front lens detects this heat; that information runs through a digital sensor or “core,” which projects an image to the rear or ocular lens.
Night-vision units, however, intensify the available light using image intensifier tubes or digital sensors to make images visible. That light can be from the stars or moon, streetlights, or other sources like infrared illumination.
Given these requirements, night vision doesn’t work in complete and utter darkness. It needs some sort of light or infrared help. Night vision also can’t be used during daylight hours, either.
Thermal can operate during the day. But certain environmental conditions, like high humidity and very dusty air, can degrade the images seen through a unit and reduce detection range.
By knowing the capabilities of the two technologies, as well as the pros and cons for specific uses, a retailer can effectively direct customers to the best units for the desired uses.
TRADITIONS PERFORMANCE FIREARMS SUCCESS STORY:
by Brad Fitzpatrick
The Connecticut-based, family-owned firearms maker offers not only a range of rifles but also all the accessories shooters and hunters need to be successful.
Based in Old Saybrook, Connecticut, Traditions Performance Firearms is a family-owned business with an over 40-year history of offering firearms and accessories to hunters and shooters. Although the brand is best-known for their muzzleloaders and accessories, Traditions has expanded their offerings to include a variety of other products, and they continue to provide their loyal customers with products that they want and need. That close communication with customers has helped Traditions stay at the forefront of the market, and its has created a strong relationship between the company and their consumers.
TRADITIONS: A HISTORY
Traditions was founded in 1982 in Deep River, which lies in Connecticut’s historic “Gun Valley” region. Ten years later, Tom Hall and his business partner Jay Brenneman purchased the company in 1992, and in 1997 Hall bought out his business partner to become the owner and president of Traditions firearms. Since that time Traditions Performance Firearms has offered a variety of products including their kits that include the components required for buyers to build their own black powder cannons, pistols, and rifles. But Traditions has grown their products line substantially.
“We’re always trying to match the market and improve quality, and we always want to provide our customers with a great value,” Hall says. “We try to remain on the forefront of innovation but still honor traditions.”
FAMILY TIES
Traditions Performance Firearms is successful in large part because of their relationships, Hall says. It’s truly a family business, and Tom’s daughter Alison serves as the company’s marketing manager. But she began work in the warehouse and moved on to a position in the accounts receivable department before earning her MBA and serving in her current role. Tom Hall says that it's not just blood relatives that are part of the Traditions family, though.
“Many people have worked at Traditions for many years,” Tom Hall says. “We have more than one employee that has been with us since we purchased the company in 1992 and several others that have retired who were with the company since it was founded. They take pride in their work and in our products.”
The NitroFire was the first inline muzzleloader to take advantage of Federal’s revolutionary Firestick, an encapsulated propellant charge that loads from the breech.
Hall says it’s that sense of family that has helped Traditions to grow over the years and maintain a loyal customer base. He says that having a close relationship with customers not only helps form relationships but it has also helped guide new product launches. The key, he says, is to know your customers so well that you understand what they want even before they do.
“Over the years we’ve had customers that have developed personal relationships with our customer service representatives and ask for them by name,” Hall says. Our customer service reps know many of our customers by name, know their backgrounds and families, and know what type of product they need or how to help them.”
This focus on relationships with dealers, distributors, and customers has helped guide product development at Traditions. It’s this special relationship with customers that has helped Traditions continue to grow and establish itself as one of the most successful family-owned firearms companies in America.
PRODUCTS FOR EVERY HUNTER AND SHOOTER
Traditions may have started by offering muzzleloaders and muzzleloader kits, but the company’s current catalog of products is diverse and displays a knack for providing customers with classic designs as well as modern firearms that meet their current needs.
When states like Montana and West Virginia began offering “heritage” deer seasons Traditions was ready to meet their needs with the introduction of their ShedHorn rifles. In Montana, the regulations for heritage season require muzzleloading rifles that are loaded with loose powder and use single lead projectiles, and the guns must use a percussion, matchlock, or flintlock design with a
↑ Tom and Alison Hall with a mature whitetail deer taken in Nebraska with a Traditions muzzleloader.
The single-shot Outfitter G3 centerfire rifle offers an affordable and accurate solution for big- and small-game hunting.
side hammer. Inline ignition systems and the use of shotgun primers are not allowed, and this limited the availability of rifles that could be used during these seasons. But the Traditions ShedHorn was designed specifically with heritage seasons in mind, and it made finding a firearm that met the stated requirements much simpler. It also extended opportunities for big-game seasons for Traditions customers.
Traditions has remained focused on classic guns like the ShedHorn, but they’ve also been at the forefront of innovation in the muzzleloading rifle industry as well. In 2013 Traditions launched their StrikeFire muzzleloader, the world’s first striker-fired muzzleloading hunting rifle that did not feature an exposed hammer. It was a sleek, innovative idea that helped redefine muzzleloader design, and it was followed in 2020 by the launch of their NitroFire muzzleloader. Traditions worked closely with Federal, who was developing their FireStick at the time. The FireStick looked like a polymer shotshell, and it contained a pre-measured charge of muzzleloader propellant that could be loaded into the breech of the firearm. An opening at the rear of the FireStick accommodated a 209 primer, combining the propellant and primer in one unit.
The concept was revolutionary, and it was a solution to many of the potential problems associated with muzzleloader hunting. For starters, because the propellant was pre-measured and color-coded by charge weight there was no fear of double loading or using the wrong propellant. And because the FireStick was removable, the rifle could easily be unloaded for safety. The FireStick/NitroFire system won many awards, and it proved to be an evolutionary step forward in muzzleloader design. It’s no surprise that Federal chose to partner with Traditions for the project.
Traditions expanded on the NitroFire line by adding their new Pro Series models, which offer an adjustable comb and length-of-pull spacers— features only commonly found on centerfire rifles. Muzzleloaders have traditionally been a one-size-fits-some proposition, and if a gun’s length of pull or comb height didn’t match the shooter’s needs, there was little recourse. The Pro Series guns allow the shooter to match comb height with optic setup, and length of pull can be adjusted for proper fit, allowing for faster, more accurate shooting and a more comfortable experience at the range. Traditions also
outfitted these guns with a threaded barrel and offered a muzzle brake. The brake not only helps mitigate recoil, but smoke is channeled to the sides, improving awareness of the effects of the bullet. I’ve shot dozens of different muzzleloaders, and in most hunting situations you lose track behind a veil of smoke, which can make locating the animal (and determining the effects of the shot) more difficult. The addition of a brake is a worthwhile and valuable addition to these rifles.
Traditions also offers a full line of blackpowder revolvers for history buffs and collectors, including 1851 Navy, 1860 Army, and 1858 Army revolvers that are true to the original design. These guns serve in re-enactments of Civil War battles, but they’re also a fascinating piece of firearms history.
MORE THAN MUZZLELOADERS
Traditions has always been most closely associated with muzzleloading firearms, but the company also offers an array of cartridge-fired revolvers and rifles. No firearms collection is complete without an 1873 SAA revolver, and Traditions offers a full array of 1873 Single Action clones with various barrel lengths and finishes in either .357 Magnum or .45 Colt that are ideal for SASS competitions or backyard shooting. These guns are suitable for hunting and still serve as an effective sidearm for carrying on the ranch or range. They’re also just plain fun to shoot.
The company’s single-shot Outfitter G3 break-action centerfire rifles have been very successful, and they offer an affordable and accurate solution for large- and small-game hunting. They’re lightweight, thanks to a durable polymer stock and extremely safe since the chamber can be inspected by opening the action. There is also a manual hammer and safety. Despite their affordable price of ownership these guns come with extras such as Cerakote surface finishes, fluted barrels, and muzzle brakes. There are also combo guns equipped with bore-sighted scopes as well as a Pro Series line with adjustable stocks. I hunted whitetails last year with an Outfitter G3 in .360 Buckhammer at Real McCoy Outfitters in Ohio, and in the last moments of the season I harvested an old buck
↑ Alison Hall took this hog with a G3 Outfitter break-action rifle.
that fell where he was standing. The Outfitter was accurate, safe, and simple to operate. It was also light enough that it was easy to handle in the woods. I was impressed.
Without question the most outside-the-box product to come from Traditions is the Crackshot XBR combo, a single-shot .22 rifle with an upper that allows you to fire arrows. By swapping to the XBR upper the owner can fire 16-inch arrows at 385 feet per second using a .27-caliber Powerload. It’s a unique firearm that’s versatile and fun to shoot, and it’s clear that the innovators at Traditions are always looking ahead in the marketplace.
Traditions also offers an array of accessories. One of Tom Hall’s goals was to make it as convenient as possible for hunters and shooters to use Traditions products, and to achieve this the company sells a full range of accessories for
their muzzleloaders and centerfire guns. The company offers branded scopes, muzzleloaders bullets, slings, cleaning kits, and tools. They even offer snap caps and training cartridges, and their Redi-Paks make shooting blackpowder revolvers much simpler and more efficient.
GIVING THE CUSTOMER WHAT THEY WANT
Traditions has developed a close relationship with their customers, and doing so has allowed the company to remain successful. Tom Hall told me that many of the members of the Traditions team are hunters and shooters, and they take pride in their products. They’re also their own harshest critics, continually seeking ways to improve shooter comfort and performance. By maintaining close ties with their end users, Traditions has established a reputation for providing high-quality products and standing behind them. Booth #14638 (traditionsfirearms.com)
↑ In this archive image, then co-owners Jay Brenneman (left) and Tom Hall pose with a wide range of early models from Traditions Performance Firearms.
BACKCOUNTRY
by Brad Fitzpatrick
The newest 7mm centerfire cartridge offering from Federal is very different than anything you’ve seen before, and it’s an ideal cartridge for modern hunting rifles.
In the 1993 film Quigley Down Under the character of Elliot Marston, who was portrayed by the actor Alan Rickman, refers to protagonist Matthew Quigley’s 1874 Shiloh Sharps .45-110 rifle as, “An experimental rifle with experimental ammunition.” The film has become a western classic, and, without spoiling too much of the movie, it’s safe to say that the rifle and ammunition performed quite well in the story. The bad guys drop one round at a time.
When I began test-firing Federal’s new 7mm Backcountry cartridge Rickman’s line came back to me. While there is no shortage of 7mm centerfire rounds on the market, the new Backcountry is something quite different. When I first examined the case it didn’t correspond with the ballistic data Federal promised. To drive a 170-grain bullet at 3,000 feet per second out of a 20-inch barrel, a brass cartridge needs lots of room for powder. In my mind I envisioned something along the lines of the 28 Nosler or 7mm STW.
What I found was a cartridge case that was considerably smaller. In fact, aside from shoulder and neck length the cartridge looked very similar to Federal’s Terminal Ascent .280 Ackley load. Despite their similar appearance, the 7mm Backcountry is an entirely different cartridge. In fact, it’s different than anything we’ve seen before.
The secret to the 7mm Backcountry’s impressive ballistic performance boils down to case design. Not the dimensions, per se, but the material used for the case itself. Instead of the traditional brass case used to construct most cartridges Federal uses Peak Alloy steel cases for their 7mm Backcountry ammunition. Cartridge manufacturers have used brass cases, and while they are affordable and easy to reload brass
↑ The initial 7mm Backcountry load pushes a 170-grain Terminal Ascent bullet at an advertised 3,000 feet per second from a 20-inch barrel.
cases do have their limitations—primarily, they cannot handle pressures as high as steel cases like the Peak Alloy cases used by Federal.
It's important to note that the Peak Alloy steel is very different in composition than the traditional steel cases used by most manufacturers. Peak Alloy is a premium aerospace-grade steel developed in response to U.S. military solicitations, and it’s also used to construct materials like safes and nuclear reactors where failure simply is not an option. The molecular structure of Peak Alloy is completely different than the inexpensive steel used to manufacture budget ammunition.
The use of cutting-edge alloy steel allows Federal to safely push pressures to 80,000 psi. That’s considerably higher than the max pressure for a .30-06 (60,000 psi), 7mm Remington Mag. (61,000 psi), and other traditional legacy cartridges. That substantial bump in pressure is thanks to the ultra-strong case design. Federal nickel-coats the Peak Alloy steel cases for reduced friction and protection against corrosion.
The initial 7mm Backcountry load pushes a 170-grain Terminal Ascent bullet at an advertised 3,000 feet per second from a 20-inch barrel. There are plenty of 7mm Magnums that can push a 170-grain pill to that speed, but not from such a stubby barrel. The advantages of a shorter barrel are many. For starters, the overall length of the rifle is reduced to somewhere around 40 inches for bolt guns, and that makes them lighter and easier to maneuver in thick brush, a pop-up blind, or tree stand. The second practical benefit is that a shorter barrel works better with a suppressor. I have a 7mm Remington Magnum that can achieve close to 3,000 feet per second with a 170-grain bullet, but it requires a 24-inch barrel to do so. I’m a convert to suppressors, and even a
short six-inch silencer makes a rifle with a 24-inch pipe so ungainly that it’s almost not worth carrying in the woods. 7mm Backcountry rifles offer 7mm Magnum ballistics from a shortened barrel that works far better with a suppressor.
Federal is initially offering the 7mm Backcountry loaded with their Terminal Ascent bullet, and that’s a fantastic bullet/cartridge combo for big-game hunters. The Federal Terminal Ascent bullet represents the evolution of the Trophy Bonded Bear Claw bullet. As such, it’s very tough and can handle large game, but the streamlined profile (the 170-grain .284 bullet features a G1 ballistic coefficient of .645) and SlipStream polymer tip make this a superb all-around hunting bullet.
↑ Instead of the traditional brass case used to construct most cartridges, Federal uses Peak Alloy steel cases.
Federal also plans to offer the 7mm Backcountry loaded with a 155-grain Terminal Ascent bullet, 168-grain Barnes LRX bullet, 175-grain Fusion Tipped bullet, and a 195-grain Berger Elite Hunter bullet with a G1 BC of .755.
Federal brought a revolutionary cartridge to market and sealed the deal with a premium hunting bullet. On paper, the 7mm Backcountry seems like a brilliant option. But how does it perform in the real world? As Elliott Marston says, “Let’s experiment.”
Accuracy at the range proved to be excellent, averaging .84 inch for three shots at 100 yards. The best group of the day went right at .7 inch.
ON THE RANGE
Admittedly, I was curious how the 7mm Backcountry would handle on the range. This cartridge produces, after all, pressures hovering around 80,000 psi, and that’s quite high. There was not, however, a great deal of difference between the 7mm Backcountry and its popular 7mm rivals like the 7mm PRC in terms of recoil. There’s plenty of muzzle blast, to be sure, and you’ll appreciate having a suppressor in place when you shoot this rifle. However, with a can in place there’s very little in terms of recoil impulse to indicate that this round is operating at such high pressures.
Accuracy proved to be excellent. For testing purposes I only had the 170-grain Terminal Ascent loads, the same ammunition I would be using on an upcoming elk hunt to test the new ammunition. Groups from the PROOF Research Glacier Ti rifle (which I topped with a Trijicon Tenmile HX scope) proved to be excellent, averaging .84 inch for three shots at 100 yards. The best group of the day went right at .7 inch, and the rifle performed consistently without any feeding or extraction issues. The nickelplated Peak Alloy cases ran through action without any problems. With the rifle zeroed I checked the security of the base screws and packed my bags for the upcoming elk hunt.
IN THE FIELD
Texas may not be the first destination that comes to mind for elk hunters, but free-ranging elk have been roaming the state’s Glass and Del Norte mountain ranges for over 70 years. I was joined by Trijicon’s Josh Lyall, and we split up to hunt different parts of the Gage Ranch—a vast property extending over 50,000 acres. It didn’t take long to find elk, either; not long after entering through the gate my guide Sawyer Harries bugled, and the challenge was met immediately by a five-by-five bull which had managed to tuck himself entirely behind a clump of
mesquite and ocotillo. The bull came at us with mud and dead grass still clinging to his antlers from a recent detour to a nearby wallow, and for long moments he stood and stared in our direction, apparently unable to understand what had become of the cow elk he’d heard just a moment before.
There are few things more exciting than being in the midst of the rut, but we were fortunate to have scheduled our hunt at the peak of the breeding activity. Bulls were responsive to calls and on their feet much of the day, calling throughout the night and at dawn as they pushed their cows toward higher ground and cover. We heard a bull calling from a wooded hilltop on a remote portion of the ranch where he and his cows had laid up to avoid the growing heat. Every time Sawyer would call the bull would answer, but he would not move. Why should he? The cows were with him and the challenger was nowhere in sight. If we were to have any hope of getting a look at the bull, we were going to have to climb.
We used the terrain to our advantage, dropping out of sight into a canyon below the herd and then working out way up the hill and using the spine of the ridge for cover. We approached to 50 yards, but could not see the bull. It was very possible he and his cows had dropped from the ridge top into the next canyon. The grove of junipers would certainly have hidden them from our view, but we had neither heard nothing nor had any reason to be suspicious. Fifty yards was awfully close, I thought, and if the elk were still there it wouldn’t be long until the elk scented us.
Sawyer pushed forward, and I followed him. Suddenly a cow rose up in the cluster of trees, and in the shadows within the small patch of forest I saw a vertical crown of antlers rotate toward me. It was our bull, and though we hadn’t seen him clearly I knew he was big. No one moved. Thankfully, the Trijicon was turned to low power, and I watched as
↑ The author with his elk, dropped with a single shot through the shoulder. The 170grain Terminal Ascent bullet held up well.
the bull exited the trees at the point closest to us. His head was high, neck swollen from the rut, and I noticed that his eye closest to us was a pale bluewhite color.
I don’t know if it was his lack of vision or not, but the bull had heard something and was coming to investigate. Perhaps he believed that our bugles were a challenging bull and he was afraid that bull had come to claim his cows, but whatever his motivation he bugled so loudly that it hung in my ears. The time had come to shoot, and the bull wouldn’t hang around much longer. I settled the PROOF Research rifle on the sticks and fired.
At the impact of the 170-grain bullet the elk rose up slightly and then careened down the hill for 30 yards before crashing into a juniper. After we recovered him and began quartering the bull, we found that the bullet had broken his shoulder and penetrated through over half the body. That the Terminal Ascent held up so well in such a big animal at such a close distance is a testament to the bullet’s design.
Will the 7mm Backcountry become successful? It’s hard to say why some cartridges do well and others are not adopted by the masses, but the 7mm BC is certainly a unique take on the all-purpose hunting round. Federal had the bullet they needed for such a round with their Terminal Ascent, and they also had the right material for the cases with the availability of Peak Alloy steel. Time will tell how this exciting new cartridge is received, but my experience in the field has been entirely positive and I was impressed by what this round has to offer backcountry hunters.
Booth #11838
(federalpremium.com)
4,375
NEWPRODUCTS
1 MTM CASE-GARD SC3 SUPPRESSOR CASE
MTM’s Suppressor Case is engineered for the secure transportation and storage of cooled firearm suppressors. Molded from high-impact polypropylene, it features a comfortable, ergonomic handle for easy carrying. Strong snap-tight latches, a robust mechanical hinge, and two padlock points ensure secure closure and prevent unintended opening. Inside, cooled suppressors are held in place by highquality foam padding, with additional space for storing pertinent documents. Booth #72719 (mtmcase-gard.com)
2 ALPS OUTDOORZ TURKEY TRACKER
by slaton l white
The Turkey Tracker modular pack system is built for run-and-gun gobbler hunters who demand ready access to essential gear in a lightweight, fully supported system. A comfortable and supportive memory foam waist belt with front-pull belt adjustment ensures a snug fit and sag-free performance. A removable 1.5-inch two-point suspender system is adjustable to custom-fit to torso length and to accommodate changing clothing requirements.
MOLLE webbing accepts a wide range of accessory attachments. Attachments that come with the Turkey Tracker include a removable structured pot call pocket, a removable box call pocket, and a removable ThermaCell pocket. Primary storage comes via the hybrid lumbar/fanny pack system. The compartment can be worn in back as a lumbar pack and quietly rotated to the front in fanny-pack style when setting up on a bird.
The top lid features a magnetic closure system for silent access to the large main compartment. There is a zippered mesh pocket in the lid that offers convenient storage for small items. Outside, the pack hosts a side accessory pocket suitable for ammunition or rangefinder storage, a stretch water bottle holder, and a front kangaroo pocket for extra gear. Available in two camo patterns: Mossy Oak Original Bottomland and Mossy Oak Greenleaf. SRP: $149.99. Booth #72204 (alpsoutdoorz.com)
NEWPRODUCTS
3 WORK SHARP PROFESSIONAL PRECISION ADJUST ELITE KNIFE SHARPENER
This complete, angle-adjustable knife-sharpening system combines solid-metal construction, a digital angle indicator, and ten premium abrasive grits for ultimate edge refinement. Easily adjust the angle from 15 to 30 degrees and sharpen every knife with repeatable accuracy. The included 1x6-inch abrasives handle all knives and steels— from repair to polish—with ultra-fine resin-bonded diamond abrasives delivering razor-sharp edges and mirror bevels. Everything stays protected, organized, and ready to travel in the durable carry case. MRP: $449.95.
Booth #44056 (workshoptools.com)
by slaton l white
4 GUN TOTE’N MAMAS CLASSIC SCHOOL GIRL CROSSBODY SATCHEL CROSSBODY
This lightweight offbody concealed-carry handbag is made of brushed cowhide and sized for everyday use. The interior zippered pocket is RFID protected. There is an outside front slip pocket, and the two inside pockets can hold extra magazines, pepper gel, and flashlight. In addition, the adjustable and removable shoulder strap is slash resistant. The gun compartment has a proprietary lining and padding that helps prevent printing and minimizes draw friction. An anchored interior wall ensures hold strength. The bag’s design also allows left- or right-hand adjustment. A three-sized opening eases access to the handgun. Available colors are saddle and ocean. SRP: $139.95.
Booth #43005 (gtmoriginal.com)
NEWPRODUCTS
5 DEAD DOWN WIND BLACK PREMIUM LAUNDRY PACK
Dead Down Wind, the industry leader in scent elimination, is raising the bar for hunting laundry with its new dual laundry pack featuring washing detergent sheets and dryer sheets in the BLACK Premium line. This convenient kit simplifies the scent-control process, combining innovative washing detergent sheets with the trusted power of Dead Down Wind’s dryer sheets—all designed to keep you invisible in the woods.
Dead Down Wind’s three-phase system—Laundry, Hygiene, and Field—eliminates odors at the source, and this dual pack fits right in. Washing detergent sheets may be new to the hunting world, but they’ve been making mainstream laundry simpler for years. These dissolvable sheets harness the same enzyme technology as Dead Down Wind’s liquid detergent and pods, breaking down odors at the molecular level. They’re tough enough to tackle the dirtiest hunting gear, but gentle enough to use on everyday laundry for the whole family. Whether it’s your muddy camo or your kid’s soccer jersey, these sheets have you covered.
While the detergent sheets make laundry prep a breeze, the dryer sheets handle the finishing touch—neutralizing odors, softening fabrics, and eliminating static—without any fragrance that could tip off wildlife. Whether you’re preparing for the hunt of a lifetime or just tackling the weekly laundry, this dual pack brings serious odor control with total convenience.
Booth #80107 (Deaddownwind.com)
by slaton l white
6 HORNADY HIT TARGET IMPACT INDICATOR
Assessing shot placement at long distance can be a chore, but Hornady has made the process a whole to easier with its HIT target impact indicator. A bright light, visible at 1,000 yards (weather dependent), indicates bullet impact on those distant steel targets by flashing “hit” in morse code. The unit is activated by an accelerometer that detects bullet vibrations. The light easily attaches to most stands via an included elastic band and is rechargeable using a micro-USB cord. SRP: $17.89.
Booth #12246 (hornady.com)
DID YOU KNOW
In addition to supporting NSSF® through membership, your attendance and participation at the SHOT Show® directly supports all that NSSF does as your industry’s trade association. From advocating on behalf of the industry in Washington, D.C. and in state capitals nationwide to providing compliance education, industry research, firearm safety programs and so much more, NSSF’s e orts and successes are fueled by you: our members, exhibitors, and attendees.
Visit us at NSSF booth #42310 and #CF116
NEWPRODUCTS
7 MISSION FIRST MFT ACHRO
The new MFT ACHRO multi-functional chest pack and harness is a rugged, adaptable, and versatile platform designed to let you customize your setup to meet any mission requirement. It sports a 3D-padded mesh and four-point design for even weight distribution. Quick-release buckles allow for easy on and off, even with one hand. The customizable fit allows you to adjust the harness to accommodate various layers, from summer to winter.
The design also allows you to carry medium to large binoculars and organize your essentials in a spacious main compartment, and a pair of side pockets can hold other accessories such as a rangefinder, GPS, and spare magazines. A zippered pocket just behind the main compartment has been designed to hold a handgun. The modular design also allows you to attach additional gear with the bottom MOLLE loops. Available in S/L and XL/XX. SRP: $149.99. Booth #15042 (missionfirsttactical.com)
8 REMINGTON BULLET KNIFE
by slaton l white
Celebrate the annual tradition of Remington’s world-famous Bullet Knife, often hailed as America’s most collectible pocketknife. This Americanmade collectible favorite features a 440C stainless-steel blade with a light satin polished finish. The handle is a natural stag color of genuine bone, with the famous nickel-silver bullet shield. This limited-edition, highly sought-after collectible knife is sure to be an heirloom for generations to come and will be a fine addition to any sportsman’s knife collection. Proudly made in the USA. Booth #10521 (remington.com)
NOW WITH INDUSTRY STANDARD HUB MOUNT THE NEW
BANISH ® 30 V2
Versatile and modular, the BANISH 30 V2 is tough to beat. Suppressing anything from .17 and .22 rimfire rounds to 30-caliber magnums, the BANISH 30 V2 is the definition of do-it-all utility. Better still, it can be run in long and short configurations, ensuring its the perfect fit for any ballistic pursuit. On the range or in the field, the BANISH 30 V2 just works, reducing report to hearing safe levels and minimizing recoil to keep you on target. User serviceable and easy to clean, it’s the suppressor to have if you can only have one.
6.4” OR 8.17” LONG | 9.5 OZ OR 12.4 OZ | .308/7.62MM | 100% TITANIUM
