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Inside Archery • Volume 13 Number 10
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34 Power of Participation
Brandon Reyes, T.R.U. Inc.
John Dudley, Nock On TV
Ryan Busbice, Wildgame Innovations
Ronda Goebel, 4 Rivers 3D Archery
Willi Schmidt, BowTech
Kelly Kelly, Archery Trade Association
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36 Cover Story: Stokerized
58
Bill and Sherry Krenz
There aren’t a lot of hard and fast rules in business today. So much is
changing. But one thing continues to hold true. Exceed your customers’
expectations, and your customers will keep coming back.
M a r k e t
Tre n d s
14 New and Notable
14
Archery products with strong sales potential.
46 Bow Report: 2011 Hoyt Carbon Element 50 Core Values and Mathews Lost Camo
Tracy Breen
Nothing of worth is ever achieved with half an effort.
58 Bow Report: 2011 BowTech Assassin 62 Field Test: Archer Xtreme Carbon Carnivore Sight & Carbon Helix Quiver 64 2011 New Product Preview
14
Michaelean Pike
Here’s a sneak peak at some of the most exciting
new products that will be introduced in 2011.
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Inside Archery 4 December 2010
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10 Inside Track
TAG is the Newest Way to Communicate
18 Inside Archery Dealer School
Identify and Study the Competition
22 Industry News
Information that will keep you up to speed on the latest news, events and people in the archery industry.
28 ATA Action
Branding and Trade Show Visibility
64
80 Marketplace 82 Retail in Detail
Darron McDougal
Adjustable Youth Bows
Inside Archery ( Vol.13, No. 10) USPS #024-412 is published ten times per year by Zebra Publishing Inc., 2960 N. Academy Blvd, Ste. 101, Colorado Springs, CO 80917. Periodicals postage paid at Colorado Springs, CO 80917 and at additional offices. Postmaster please send address changes to: Inside Archery, PO Box 9010, Maple Shade, NJ 08052.
What is Tag Technology?
You may have noticed the icon below on advertisements and editorial throughout this magazine. This means that you can use most smartphones available today to receive additional dynamic content right on your phone! Just follow the steps below:
1 • Go to gettag.mobi on your mobile phone and download the free application. 2 • Open the application on your smartphone, follow the instructions and simply center the tag on your phone screen.
Download the FREEmobile mobile application Get thefree free app at at Get mobile app withthe your smartphone at gettag.mobi.
http:// gettag.mobi / gettag.mobi http:/
3 • Watch as your phone links to streaming video, websites, special messages and more! Inside Archery 8 December 2010
I n s i d e
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Inside Track TAG is the Newest Way to Communicate
Few things are changing faster right now than how people communicate. A sizable portion of that change is being sparked by evolving Internet opportunities— websites, chat rooms, forums, blogs, YouTube, Facebook, Twitter and more. In the big picture all of that is supplementing the tried-and-true and also evolving mediums of print, television and radio, and it’s all blending together to form today’s communication. Survey after survey, though, shows that print is still the most trusted, although the many new and fast-changing forms of Internet communication are undeniably exciting and full of potential. So imagine, if you will, combining trusted print with exciting Internet. Close your eyes and think about that for a minute. Now open them and learn about “TAG.” A TAG is a High Capacity Color Barcode that can be placed in any print ad or editorial content. When scanned by a smartphone, that TAG acts as a direct weblink. What that means is that any reader with a smartphone (basically any phone with a camera and Internet access) can scan the TAG with their phone’s camera to receive an instant product demonstration or additional message. To see exactly how this works, you will find various TAGS throughout this magazine. You can use any smartphone’s browser to download a free Microsoft TAG Reader app at gettag.mobi or you can get that free reader at the app store. Launching the reader will automatically turn on your phone’s camera. Center the TAG in the camera’s viewfinder and voila!—the weblink will appear on your phone. Representing tomorrow’s communication today, TAGS offer distinct benefits for advertisers, retailers, consumers and readers. Let’s look at TAG from the viewpoint of the reader/consumer. What could possibly be more exciting and helpful than reading about a product and then actually watching a demonstration or firsthand explanation of that product? From the advertiser’s perspective, a TAGed print ad grabs the attention of the reader in a credible manner (the trusted medium), generates initial interest and then prompts that potential customer to connect to an additional and quite personal demonstration. Advertisers using TAGS from Zebra Publishing in print ads in Inside Archery and Bowhunt America magazines may well double or triple the impact of their advertising! Reader/consumers are already saying they love TAG. Retailers may soon be cutting out ads with TAGS and posting them near in-store product displays. We should also assume that manufacturers will eventually incorporate TAGS directly on product packaging. Imagine the power and impact of combining trusted print with exciting Internet! We can help you make TAG happen right now. Call us at (877) 499-9988 ext. 121 for more TAG information.
Bill and Sherry Krenz Editor and Publisher Inside Archery 10 December 2010
Download the FREEmobile mobile application Get thefree free app at Get the mobile app at with your smartphone at gettag.mobi
http:/ /gettag.mobi gettag.mobi and then/scan the TAG to see a video http:/ explanation from Bill Krenz, or visit BowhuntAmerica.com/media.
I
®
Publisher & Founder
Sherry Krenz • sherry@zebrapub.com
Editor & Founder
Bill Krenz • bill@zebrapub.com
Associate Publisher
Travis Reginek • travis@zebrapub.com
Managing Editor
Michaelean Pike • michaelean@zebrapub.com
Associate & Online Editor
Dan Smith • dan@zebrapub.com
Contributors
Tracy Breen • Michael Corrigan • Patrick Durkin Mark Kayser • Darron McDougal • Brian Strickland
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Ed Rother • production@zebrapub.com
Associate Art Director
Tara Reginek • tara@zebrapub.com
Graphic Designer
Tyler Reginek • tyler@zebrapub.com
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Tammi Moss • production@zebrapub.com (877) 499-9988 ext. 139
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Advertising Account Executives
Travis Reginek • travis@zebrapub.com (877) 499-9988 ext. 152 Laurel Zimmer • laurel@zebrapub.com (877) 499-9988 ext. 138 Sherry Krenz • sherry@zebrapub.com (877) 499-9988 ext. 112 Tim Cousineau • tim@zebrapub.com (877) 499-9988 ext. 119
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Pam Ludlam • pam@zebrapub.com (877) 499-9988 ext. 120
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Inside Archery® / Zebra Publishing Inc. 2960 N. Academy Boulevard, Suite 101 Colorado Springs, CO 80917 Phone: (719) 495-9999 • Fax: (719) 495-8899 info@InsideArchery.com www.InsideArchery.com Inside Archery® Copyright © 2010. All Rights Reserved by Zebra Publishing Inc. No part of this publication may be reproduced without written permission from the Publisher. Zebra Publishing Inc. is not responsible for researching and investigating the accuracy of the contents of stories published in Inside Archery® magazine. Readers are advised that use of the information contained in Inside Archery® magazine is with the understanding that it is at their own risk. Zebra Publishing Inc. assumes no liability for this information or its use. Zebra Publishing Inc. and Inside Archery® magazine assume no responsibility for unsolicited editorial, photography, or art submissions. In addition, no Terms and Conditions agreements for either unsolicited or solicited photography submissions are recognized by Zebra Publishing Inc. without being signed and returned by the Editor.
z Inside Archery® is a publication of Zebra Publishing Inc. Printed In The USA.
Inside Archery 12 December 2010
New&Notable New & Innovative Products to Watch
Day 6 Outdoors PlotWatcher 1
There is a myriad of scouting cameras on the market, and sometimes it’s tricky to compare the various models and brands. But with the Day 6 Outdoors PlotWatcher, the advantage is obvious. In wide fields, food plots and other open spaces, animals may be out of range of sensors found on typical scouting cameras. With the Day 6 Download FREEmobile mobile application Get the the free app at Get the mobile app at PlotWatcher, the camera shoots pictures at timed intervals and creates a 10-minute with your free smartphone at gettag.mobi http:/ gettag.mobi and then scan the TAG to see a http:/ / /gettag.mobi time-lapse video for viewing. So there is no need to worry about whether or not the PlotWatcher video demonstration, or visit BowhuntAmerica.com/media. animals saunter into range. You will still get that big, old tom working the field near a distant treeline or that elk herd meandering discreetly into an alpine meadow. This setup also allows you to observe how game is moving so you can create a superior hunting strategy. For more information, log onto day6outdoors.
2 Wood’N Trail BWT800 Boot
Feet can take a beating out in the woods. The need to ascend that next ridge or slog through semi-swamp terrain in pursuit of your quarry means you need reliable footwear like the Wood’N Trail BWT800 Boot. Ultra-tough and ultra-quiet full-grain waterproof leather, along with a breathable Exodry membrane, will keep your feet dry and blister-free. The BWT800 has Solid memory foam insoles that shape to your feet and create ultimate comfort. And because feet can stink, you will appreciate the Scentrap Anti-Odor treatment lining in the BWT800 for concealing foot odor from game. For more information, log onto woodntrail.com.
Trophy Ridge Outlaw 1
The Trophy Ridge Outlaw has pins so bright it should be illegal—perhaps that’s how Trophy Ridge arrived at the name of this remarkable 2011 sight. Why so bright? Because Trophy Ridge took 8 inches of fiber optics and wrapped it around the sight housing. More fiber-optic absorption equals more illumination, and the Outlaw channels the light directly to your pins. Along with ultra-bright pins, the Outlaw also features a reversible sight mount, Contrast Glo Ring and 8 inches of .019 fiber optics for each pin. This reasonably priced sight will keep you snag-free in the woods and shooting until the last legal moment. For more information, log onto trophyridge.com.
2 Epic HD Action Sports Video Camera
The ultra-flexible Epic HD Action Sports Video Camera can be mounted just about anywhere. The rugged and tiny Epic HD can be put on your bow, attached to your hat or placed wherever else you can imagine to record your hunt. Crisp and clear shots are ensured by the Epic HD’s high-definition capabilities—you won’t miss a detail with the Epic HD. The SD compatible memory records up to 200 minutes of video at 30 frames per second, and it even doubles as an 8MP still camera with Burst Mode Technology. If you are planning on getting wet, add on the Epic HD fully submersible case that ensures it will keep on filming your adventure in the toughest conditions. A wide variety of mount styles are also available for the Epic HD Action Sports Video Camera. For more information, log onto epicstealthcam.com.
Inside Archery 14 December 2010
Hoyt Formula Excel 1
Hoyt has taken the superior characteristics of its podium-topping recurves and built them into a bow model that even the most cost-conscious archer will have to get his hands on. The Hoyt Formula Excel benefits greatly from the Formula Paralever System which creates a smooth shooting experience and consistent arrow delivery. The Formula Excel provides top-level performance and adjustability. Archers of all ages and skill levels will be blown away at the reasonable cost of such a stylish bow. The Formula Excel has a 25-inch riser available in red, blue, black or white. Limbs come in short, medium and long—this customizable bow will fit any shooting style or taste. For more information, log onto hoyt.com.
2 Rack One Rut Fuel
Sometimes it’s nice when you don’t have to find the deer because the deer find you. Rack One’s Rut Fuel helps make that scenario a reality. Rut Fuel is a potent attractant and an extremely effective herd builder combined into one formula. Rut Fuel’s flavor will draw the deer in and the boosted protein content will keep them strong. If you don’t knock one down this year, they will be even bigger next season with a Rut Fuel-supplemented diet. You can disperse Rut Fuel directly on the ground or mix it into supplemental products to spread with a feeder. Bring the game to you with Rack One Rut Fuel. For more information, log onto huntrack1.com.
Primos Crusher Blind 1
The Primos Double Bull ground blind has gained immense popularity in the sporting world. Now Primos has joined up with Lee and Tiffany Lakosky of The Crush to further improve this already infamous blind. The Double Bull Crusher Blind uses three-ply sonic-welded material comprised of cotton, PVC and poly-fabric—a combination that causes this blind to blend in, conceal scent and remove blind shine. Primos also added a new hub system to the Crusher that reduces the pull force required to open the blind by 50 percent. A Double Bull Frame Pak comes with the Crusher so you can comfortably carry and set up your blind in even the most remote areas. The Frame Pak also converts into a blind shelf or a chair for added convenience and comfort. For more information, log onto primos.com.
2 Hunter’s Specialties i-Kam Xtreme
Filming a hunt presents a lot of challenges. If you are filming alone, knowing when to put down your camera and pick up your weapon is often one of the difficulties—but not anymore. Hunter’s Specialties i-Kam Xtreme is a camera built right into a pair of sunglasses, so wherever you are looking, you are filming. The i-Kam Xtreme is wireless, cordless and hassle-free. When the time comes to film you just hit the record button and keep on hunting. There is 4GB of memory built into this remarkable innovation, and with the rechargeable internal battery you can get up to 3 hours of recording time. The i-Kam also accepts Micro SD cards for additional memory. The i-Kam comes with four interchangeable lenses, and you can also go without lenses and still use the camera if you are hunting in darker conditions. The applications of the i-Kam are truly endless. Download the FREEmobile mobile application Get thefree free app at Get the mobile app at with your smartphone at gettag.mobi It’s so easy to film with the i-Kam you will be wearing them to http:/ / gettag.mobi and then scan the TAG to see an i-Kam http:/ / gettag.mobi baseball games, ski trips and any special occasion that you would want to film Xtreme video demonstration, or visit BowhuntAmerica.com/media. while keeping your hands free. For more information, log onto hunterspec.com.
Inside Archery 15 December 2010
New&Notable Sitting Hawk Original All-Terrain Pack ChaiR 1
Chairs can be cumbersome to haul into the field, but certain bowhunting situations can be uncomfortable without them. The Sitting Hawk Original All-Terrain Pack Chair makes it so you don’t have to choose between comfort on the trail and comfort in your blind. The light 8.5-pound Pack Chair can be used anywhere with its telescoping legs, or it can be attached to a tree for added concealment. No metal-to-metal contact means no spooked game from squeaky joints, and the whole setup collapses down and straps to your back for smooth transport. The Sitting Hawk Original All-Terrain Pack Chair comes in Lost Camo or Mossy Oak Break-Up. For more information, log onto sittinghawk.com.
2 Stealth Cam Unit
The Unit from Stealth Cam is David in size and Goliath in power. The minimal size of the Unit means it will slide into your pack with ease and won’t squander valuable space. Nothing is sacrificed in the way of features to obtain the Unit’s conveniently sized 6x4x3-inch body. Photo and video quality is captured in high-quality 8MP clarity, and the 38 infrared emitters with range control equal solid night photographs. If you want increased detail in your photos, the Unit is capable of 2X- and 4X-zoom options. Video capabilities are also stellar with the Unit, and you can even capture sound so you can actually hear the game. The Unit can be powered by AA batteries or a 12V battery pack and takes SD cards up to 16GB, so you will have plenty of power and space for long periods in the field. For more information, log onto stealthcam.net.
Inside Archery 16 December 2010
I
Dealer School Years ago, I attended a seminar on starting a new business taught by a successful entrepreneur. His first business was a coffee shop, which he opened just a block away from his small town’s only existing coffee shop. He explained that he’d gotten the idea to open his own coffee shop after being frustrated by the other shop’s poor customer service, inconvenient hours and substandard coffee. “I was standing in line one day for what felt like hours just waiting to place my order. And I thought to myself, ‘I can do better than this,’” he told us.
Identify and Study the Competition
“
Even in this dog-
eat-dog world, you can be successful in retail if you make it a point to identify and study your
”
competition.
He felt that by offering superior service, hours and coffee so close to the old shop, he could quickly attract other frustrated coffee-drinkers to his own shop. He was right. It’s easy to handle competitors when they’re not very good. It’s much harder to be successful when you have competitors that do a lot of things very well. And until Starbucks figures out how to sell hot cups of brewed coffee over the Internet, retailers have more direct competition than coffee-shop owners thanks to eBay, Internet forums, online retailers and other pro shops’ Internet stores. But even in this dog-eat-dog world, you can be successful in retail if you make it a point to identify and study your competition. What you learn from this exercise could have a major impact on your shop’s survival.
Inside Archery 18 December 2010
Who to Study
You have three groups of competitors—direct competitors, indirect competitors and alternative businesses. Direct competitors are easy to identify. These are companies that sell the same type of products you sell and attract the same customers. If a customer is looking for a broadhead, for example, and he can find it at a competitor’s store, that competitor is a direct competitor. Other archery pro shops, online retailers, big box stores and mail order catalogs fall into this category. Indirect competitors sell different types of products but appeal to your customers as well. You may be able to share those customers, but there will be times when your customers must choose between making a purchase from you and making a purchase from an indirect competitor. If your shop exclusively sells archery equipment, gun shops and fishing shops may be indirect competitors. In addition, there are a variety of alternative businesses that compete with you. In his response to one of our Dealer Comment questions, Mark Copeland of Jay’s Sporting Goods in Gaylord, Michigan, explains that he views any other business where his customers might spend money marked for recreation, like Burger King and Family Video, as competition. These
alternative businesses compete for your customers’ recreation money. A customer may decide to spend money on a new iPod instead of new arrows this season. Or he may have dinner out with a few friends instead of purchasing a new target. Although this last category can seem daunting (after all,
every business is now competition), you can narrow it down by talking to your customers about what they enjoy doing when they’re not bowhunting or target shooting. You may start to see patterns based on what is popular in your local area. There may be a certain restaurant that comes up again and again. Or you may find that many of your customers spend their family
Dealer Survey Questions Archery dealer input is sought for the next Inside
Archery Dealer School. Your comments are invited on a variety of specific Dealer School topics. All you need to do is fill out and send in the easy-to-use Dealer School Response Card found on this page. Selected comments will be published in an upcoming issue of Inside Archery’s Dealer School. Your shop and location will be listed. In every issue a participating dealer will win a new Hoyt bow! To have a chance at this bow, all you have to do is participate.
Win!
a crx bow from
Inside Archery 19 December 2010
Th Montis Winn h’s er! Ma
rk C
Jay’s Spor opeland tin Gaylord, gMGoods I
Every archery retailer has competition. Who would you say are your store’s three most significant direct competitors? Dealer
The following are selected responses from the Inside Archery Dealer School Survey presented in our July 2010 issue. Are you interested in participating and possibly winning a FREE 2011 Hoyt bow in the process? See page 19 of this issue for more information. ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----My store is in an area with little competition, so I keep my prices even with or lower than the big box stores.
Comment
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”
Gordon Raub • MR Grizz Custom Arrows - Harshaw, WI
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----The Internet, Cabela’s, Gander Mountain.
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Ronald Hilliar • Archers Den - Ardmore, OK
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----I actually ask this question in my interviews when hiring new staff. I get the standard responses…Cabela’s, Gander Mountain or big box stores. Then I ask the prospective employee, ‘What if I said Burger King or Family Video?’ They usually laugh, but I explain that in this industry we sell fun. Our store holds everything an outdoor enthusiast wants but not necessarily needs. Most people only have so many discretionary dollars, so when a guy takes his family out for dinner and then rents a movie, that’s money he doesn’t have to spend at our shop. We have to create an experience that makes them want to spend their discretionary dollars here.
” ”
Mark Copeland • Jay’s Sporting Goods, Inc - Gaylord, MI
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----Academy Sports, Bass Pro Shops, Walmart.
“ “ “
Sheldon Stauffer • Lighthouse Bait & Tackle - Kingston, OK
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----A pro shop in the next town, farm stores and catalog sales.
”
Anna Herold • Butch’s Sports World - Palmyra, MO
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----Right now with the economy down our three most significant competitors would be eBay, Internet forums and mail order. It seems people have less money now and are looking at used products.
”
Morgan Dugger • Xpert Archery - Farmington, NM
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----The Internet and big box stores. We also lose business to some of our customers’ friends—the ones who think they know how to set up and tune bows.
“
”
Jim Heebner • The Owl’s Nest Gun & Bow - Phillipsburg, NJ
Inside Archery 20 December 2010
time at a specific local attraction, like a theme park. Try to identify three popular alternative businesses and study those. Don’t limit yourself to studying just competitors in your local area. If you have the time and money, visiting successful archery pro shops in other parts of the country can give you some great ideas on how to improve your own shop. You can also speak with other archery retailers at the 2011 ATA Show in Indianapolis, Indiana, to pick up new ideas that may work for your shop.
What to Study
When you look at your competitors, identify their strengths and weaknesses. There are several factors to look at—price, service, knowledge, product selection, location, extras, etc. No one will excel equally in all of those areas, just as (hopefully) no one will be equally abysmal in all of those areas. Try to view your competitors as your customers would. If possible, visit other archery retailers nearby. Look around. Try to find a specific product. Is it where you would expect it to be? Ask the staff questions. Then evaluate your experience. What did they do well? What needed improvement? And, most importantly, how does your customer’s experience at
your shop differ from his experience at another shop?
Finding Your Niche
Once you know your competition’s strengths and weaknesses, you’ll have a better idea of how to position your own shop. If you have a large discount store nearby that sells cheap archery equipment, that store will probably beat you on price. Low pricing is one of that store’s strengths. Service and product selection might be weaknesses, however, and you can exploit those weaknesses by offering top-notch service and an extensive selection of pro-shop-only products. You might also look for groups of customers whose needs aren’t adequately met by your competitors. Crossbow enthusiasts, female archers, bowfishing enthusiasts and youth archers are specific groups who may feel underserved by other retailers. By offering products and services to better meet their needs, you can attract these groups to your shop. You can’t control who your competitors are. You can, however, control your response to them. By taking the time to identify and truly study your competition, you’ll be able to respond in a way that ensures your shop stays as profitable as possible.
What do you offer your customers that your direct competitors don’t, won’t or can’t? The following are selected responses from the Inside Archery Dealer School Survey presented in our July 2010 issue. Are you interested in participating and possibly winning a FREE 2011 Hoyt bow in the process? See page 19 of this issue for more information.
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Dealer
Comment
“
Before we came along, there wasn’t much competition around here and the other archery shops got too comfortable. We don’t offer different products than our competitors, and we’re not out to beat them on price. With a few bar stools, friendly conversation, fair maintenance prices and a family atmosphere, we have drawn a lot of customers to our store. As for the local sweet old guy selling products out of his basement, we brought him in and made him feel like family. Now he brings his customers to us.
”
Michael Helgeson • Wiregrass Archery - Enterprise, AL
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––-----
“ ” “
I offer one-on-one bow service at their convenience. Plus I have over 50 years experience.
Jim Litts • Jim’s Archery & Supplies - Pulaski, NY
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----I offer experience—I’ve been involved in pro shops since 1972—and motivation—I love the sport of archery and want it to thrive. So I make sure my customers love it too. We offer full service and a product we manufacture ourselves (the Napp’s IMA Release).
”
John Napp • Napp’s Archery - Seven Valleys, PA
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––-----
“
I offer expert service for all a customer’s archery and hunting needs. From balloon-popping in the backyard to bull’s-eyes at 90 meters, I can make it all happen. Most of our competitors can’t say that.
”
Gene Howell • Howell Archery - Bethlehem, PA
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––-----
“
We have a walk-in shop where you can see exactly what you’re buying. Knowledgeable staff, professional setup, second-to-none customer service. We treat our customers how we’d like to be treated and offer a good Christian environment.
”
Allen Miles • Dog Days Supply - Summerville, SC
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––-----
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We offer our customers competence and professionalism. Every year we offer a seminar on basic bow setup and archery products.
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Claudio Foiera • CesenArco - Cesena, Italy
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––-----
“
First, service, service, service. Second, we sell pro-shop bows only—Hoyt, Mathews, BowTech. Third, we let the customers try out the bows. Fourth, we have a huge indoor range. And finally, I personally help sight-in every new bow that’s sold.
”
Joe Varlan • Northern Duchess Archery - Red Hook, NY
Inside Archery 21 December 2010
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Industry News BowTech Hires New Marketing Director
BowTech just announced the hiring of its new marketing director, Samuel Coalson. He held the hunting and outdoor marketing manager position with Rocky Brands before joining BowTech. While with Rocky Brands, Coalson oversaw global brand management, creative advertising and successful product launches. A passion for the outdoors and archery make Coalson a solid fit with BowTech. “I am very excited to have Sam Coalson join our senior management team,” said BowTech President Mark Pezzoni. “He brings a solid knowledge of marketing, extensive relationships within the outdoor industry and a passion for archery that will undoubtedly be a powerhouse combination. We believe his skills and contributions will be a great match with our reputation for building industry-leading and innovative archery products.” For more information, log onto bowtecharchery.com.
Samuel Coalson
Field Logic Adds Sure-Loc to Brand Family
Field Logic, Inc. recently acquired SureLoc Archery Products. Sure-Loc manufactures sights, scopes, bow presses and archery accessories. Sure-Loc will operate as a division of Field Logic. Rage broadheads, Block Fusion targets, GlenDel 3D
targets and IQ Bowsights are all currently operated under the Field Logic umbrella. Steve Gibbs founded Sure-Loc and was often called the inventor of the modern target sight. Gibbs launched the successful manufacturing endeavor in his basement, and the company eventually became the C.S. Gibbs Corporation. “As we begin our new adventure as an integral member of a progressive company dedicated to excellence in manufacturing, I want to stop to say a heartfelt ‘thank you’ to all the loyal archers, bowhunters, distributors, dealers and media personnel that have made Sure-Loc the world leader in sights,” said C.S. Gibbs Corporation President Dianne Hensley. “We are looking forward to your continued support and are committed to keeping our exceptional Sure-Loc community growing.” For more information, log onto fieldlogic.com.
Inside Archery 22 December 2010
Great Day Founder Returns from Leave of Absence
After taking a leave of absence from Great Day Inc. to pursue his MBA, Ilar Paul Meeks—one of the company’s founders—will return to resume his role as the national sales manager. Great Day manufactures a variety of popular equipment including hunting, ATV and automotive accessories. “In his time away Ilar Paul worked on his MBA and gained a lot of valuable sales experience that will be helpful as he reassumes the duties as national sales manager for Great Day,” stated Paul Meeks, president of Great Day. “We invite customers and acquaintances to join us in welcoming Ilar ‘home’.” For more information, log onto greatdayinc.com.
NAP Announces Military Appreciation Program
To honor the men and women in uniform serving the nation, New Archery Products has created a program aimed to
benefit military personnel who want to purchase archery gear. Any active-duty military personnel can take advantage of this heavily discounted gear offer. Active-duty personnel can receive a starter package of quality NAP accessories Continued on page 24
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Industry News Continued from page 22
for $75 that includes two packs of broadheads, two packs of QuikFletch and one arrow rest (retail value is $140$220). They also qualify for additional discounts on other New Archery Products gear. Options for the starter package include BloodRunner, Spitfire, HellRazor and Thunderhead Edge broadheads; QuikFletch and QuikSpin Vanes; and Apache, 360 Capture, Freedom and Sizzor arrow rests. Order forms can be downloaded from the New Archery Products website. Only one order per individual is allowed. For more information, log onto newarchery.com.
Big Green Targets Signs with Providence Marketing Group
Big Green Targets has partnered with the marketing consulting firm Providence Marketing Group. Big Green Targets
manufactures a popular line of durable and environmentally friendly archery targets. By creating extremely tough archery targets that are made from 100-percent recycled material, Big Green Targets has decreased the cost of its targets while simultaneously lowering its environmental impact. “To be working with a company such as Big Green Targets that has our environment as their first priority and can stand behind that with such a durable product is
a real honor,” said Providence Marketing Group President Jeff Bergmann. The “green” in Big Green Targets refers to the company’s commitment to the environment. Each target is produced from postindustrial waste that would otherwise have ended up in a landfill. “We are pleased to be building a quality product that meets the needs of avid archers and reduces landfill waste,” stated Danny Little, CEO of Big Green Targets. “We are looking forward to working with Providence Marketing Group to increase the awareness of our entire line of Big Green Targets.” For more information, log onto biggreentargets.com.
Magnus Names New VP of Sales and Marketing
Magnus Broadheads recently hired John Betker for the position of executive vice
ACU-Lok’s Value Apparent to Retailers
John Betker (left) and Mike Sohm
president of sales and marketing. Betker comes to Magnus from Primos Hunting Calls where he held the position of eastern regional sales manager. In his new role with Magnus, Betker will be responsible for all marketing opportunities including TV, print and Internet. He will report directly to Magnus CEO Mike Sohm. “We are very excited to have John come on board here at Magnus,” Sohm said. “We feel that he brings the experience and knowledge that we have been looking for.” For more information, log onto magnusbroadheads.com.
ACU Archery’s Econo ACULok gained a lot of attention at last year’s ATA Trade Show in Columbus, Ohio, and will undoubtedly be equally successful at the 2011 ATA Trade Show in Indianapolis, Indiana. ACU Archery is known for making locks that prevent customers or children from dry-firing bows. The unique lock prevents injuries and keeps inventory safe from damage for archery retailers. Because of the affordability and highly tangible value of the Econo ACU-Lok, the product has won praise from archery retailers across the nation. Many 2010 ATA Trade Show attendees used the effective locks at their booths,
and the product will likely be seen at even more booths in Indianapolis. “Retailers can outfit their shops with around 100 Econo-Loks for the price of consuming one premium bow being dry-fired and gain a silent salesman to customers and parents wanting to purchase a premium safety product,” said Josh Butcher of ACU Archery. For more information, log onto acuarchery.com.
NASP World Tournament Participation Gets a Boost
This year’s National Archery in the Schools Program World Tournament enjoyed a huge bump over last year’s participant numbers. The 2010 tournament, held in the ESPN Wide World of Sports Complex in Orlando, Florida, involved the launching of over 40,000
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arrows by 902 students. The level of participation jumped 48 percent from the 2009 tournament numbers. More than 300 medals, plaques and trophies were handed out to budding archers in 4th-12th grade. Individual world champions included:
Female 4th grade—Megan Aldridge, male 4th grade—Cole Rautenberg, female 5th grade—Natalie Owens, male 5th grade—Grayson Phillips, female 6th grade—Morgan Ray, male 6th grade— Miles Wilson, female middle school— Kayla Dowell, male middle school—Lucas
Roy, female high school—Stephanie Whisenant, male high school—Andrew Atkinson. The overall top female score of 292 was posted by Ashville, Alabama, high-schooler Stephanie Whisenant and the top male score was 294 posted by Kentucky middle-schooler Lucas Roy. One of the most coveted prizes at the NASP World Championships is the eagle trophy which is given to the team exhibiting the most spirit. This award is presented to the team who, in the opinion of the 29 lane officials, exhibited great sportsmanship, enthusiasm and school spirit. Hayden Elementary from Indiana claimed the honor at this year’s event.
A special guest appearance by Mickey Mouse may have helped boost the participation at this year’s tournament. According to NASP, “We believe the promise of Mickey’s presence at our 2010 tournament resulted in the largest turnout of winners at our awards ceremony since inception of the NASP tournaments in 2002.” All the archers and teammates had to qualify to compete and also raise funds to travel to the event. Some teams had to raise $30,000-40,000 to make the tournament a reality. A variety of innovative ways were invented to raise the necessary funds, and the common thread in nearly every case was strong community support for the archery students to enjoy an exciting and educational experience. The 2011 NASP World Tournament will be conducted in October at the Jostens Center at Disney’s ESPN Wide World of Sports in Orlando, Florida. For more information, log onto archeryintheschools.org.
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By Amy Hatfield
Branding and Trade Show Visibility There is an extraordinary power in branding, and an ATA Trade Show sponsorship is a perfect opportunity to harness that power. Branding seeps in and becomes relevant in areas of your life Sponsorships are available to fit any budget. Please review the you’d never even imagine. Sometimes a brand can be so strong brochure closely because we have added many new and exciting that it conjures up an image that may be opportunities for 2011. different from reality. That’s powerful. Here’s what I’m talking about: you ever The Interactive Show Floor Kiosks heard of The U? Maybe you’ve heard The U and Online Resource, You Are Here called The University of Miami. In college The ATA, in partnership with Zebra football, it is considered one of the most Publishing Inc., is launching new intersuccessful programs in the history of the active kiosks called You Are Here for the sport. People see the U on the helmets, and 2011 Trade Show. Your business listing they think of NFL players that dominated in the kiosks is included as part of your (or dominate) their positions, like Michael booth registration, and you can update Irvin or Ray Lewis. The symbol, that U, has and highlight your company informaa stronger presence than the current tion, products, booth events and live link University of Miami football team. to your company’s website. The lesson here is in the power of the You can also drive additional traffic to brand and what you, as a company in the your booth by enhancing your listing archery and bowhunting industry, can creinformation through interactive advertiseFind a sponsorship opportunity to fit your budget ate—a brand that is readily identifiable and ments and by sponsoring functional in this year’s sponsorship brochure, available at that grabs attention so convincingly that it elements of the six strategically placed archerytrade.org. The brochure is a guide to opportunities to promote and brand your company impacts your product sales and ultimately kiosks. Affordable and impactful, the You in front of the largest collection of high-quality the degree of success your company enjoys. Are Here Interactive Map and Directory dealers and retailers ever assembled. If you believe in your brand—your may be the key to making the most out of symbol—then make sure it’s flying and the 2011 ATA Trade Show. For more flying high at the 2011 Trade Show. Everyinformation or for help on updating your one will be in Indianapolis, and they’ll company information on You Are Here, have their attention focused. There are call (877) 499-9988 ext. 121. many sponsorship opportunities at the Show. Check them out, and if you haven’t Literature Kiosk & Goodie Bags invested in this highly visible real estate, High visibility. High traffic. Excellent value. stake your territory now and invest in your To improve the sales process and reduce costs, brand. the ATA has built and now owns the ATA Affordable and impactful, the You Are Here Interactive Map and Directory may be the key to making the Trade Show Literature Kiosk. Sponsorships most out of the 2011 ATA Trade Show. Enhancing How To Secure Your Trade on the Literature Kiosk will start as low your listing through interactive advertisements will Show Sponsorship as $220. There’s also a special discount drive additional traffic to your booth. Kurt Weber, the ATA’s marketing director, offering for companies participating in is available any time—day or night—to work with you on stratboth the Goodie Bag and the Literature Kiosk. The cost for egies and implementation of your promotion and sponsorship getting a coupon or product promotion in the Goodie Bag is at the 2011 ATA Trade Show. Contact Kurt at (717) 858-2451 $595. For pricing information by phone, to request pricing or kurtweber@archerytrade.org. sheets or to place your order, call (800) 766-0039 ext. 103. You should also select an ATA Show Stopper from the 2011 sponsorship brochure, available at archerytrade.org. (Go to the Beer & Gear Exchange “Trade Show” menu tab). The brochure highlights opportuniThe ATA is offering bow manufacturers an exclusive opportuties to promote and brand your company in front of the largest nity to sponsor the ATA’s first ever Beer & Gear Exchange, an Continued on page 30 collection of high-quality dealers and retailers ever assembled.
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event set to kick off at the 2011 Trade Show. The ATA is organizing the event to create a relaxing opportunity for everyone attending the show to unwind and network in a convenient central location. At the heart of the Beer & Gear Exchange will be, well, BEER! Eight cash bars will be located in the hallways surrounding the Trade Show exhibit hall on Thursday and Friday evenings, 6 p.m. 7:30 p.m. $3.50, 16-ounce draft beers will be sold along with wine, soda and mixed drinks. Sponsorship is open to every bow manufacturer and selected industries supporting bow manufacturers. Sponsorship cost is $3,000 and includes: • Recognition on all signage and advertising promoting the event. • Recognition on and around each of the eight cash bars. • Display of one 16’ x 6’ two-sided banner— provided by the sponsoring company— in the convention center hallway. NOTE: Locations will be awarded on a first-come, first-served basis. • Sponsor-provided apparel will be worn by the bartenders (actual apparel will be determined by the total number of sponsors). • Sponsor recognition in the Show Guide sponsor’s recognition advertisement. • 50 complimentary drink tickets ($3.50 value/ea.). Sponsor may distribute these to the dealers of their choice. For more information about the Beer & Gear Exchange or to secure your sponsorship, please contact Kurt Weber at (717) 858-2451 or kurtweber@archerytrade.org.
Improved for 2011: ATA Big Buck Tags Coupon Book
Big Buck Tags are back and improved for 2011, thanks to your valuable feedback! Improvements include: • Attractive Big Bucks signage for your booth, indicating your participation. • An advanced coupon image provided digitally for use in your pre-show promotions. Continued on page 32
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• Table of contents listing all participating companies. • Numbered pages to easily locate your coupon. Act now to participate as time is running out. For more information about Big Buck Tags, contact Kurt Weber at (717) 858-2451.
What We Left Out, You Can Likely Find Here
Every service and marketing opportunity you’ll need to exhibit at the 2011 ATA Trade Show can be found at archerytrade.org in the site’s online exhibitor kit. Click on “Trade Show” and look for the “For Exhibitors” menu tab.
From booth electrical and furnishings to Big Buck Tags participation and other sponsorship opportunities, there’s online access to everything. Every form featured in the Trade Show exhibitor kit is listed individually and can be downloaded and printed for submission through fax or mail. Alternatively, the exhibitor kit web page offers direct links to online ordering through Trade Show vendors. If you prefer a hardcopy exhibitor kit, please send your request to Shepard Exposition Services by calling (404) 720-8600 or emailing custsvcs@shepardes.com.
You Spoke, We Listened
After the 2009 Trade Show in Indianapolis the ATA worked with Virginia-based research firm Responsive Management to survey those who attended the Show. Those survey results are proving to be a valuable tool in negotiating the best deals and discounts we’ve ever offered. The survey found that the top factors that attendees rated unfavorably from the 2009 ATA Trade Show were the cost of food at the Trade Show, the cost of transportation for exhibitor booths and people traveling to and from Indianapolis, the cost of parking and the cost of hotel rooms. In response, the ATA has secured three newly built downtown hotels dubbed Retailer Headquarters—all deeply discounted and within walking distance of the Indianapolis Convention Center—which will be offered first to longstanding ATA retailer members. Many hotel packages include complimentary or discounted breakfast and parking. This year, many of the affordable hotels are connected to the convention center by covered skywalks. In addition, the Indianapolis Convention & Visitors Association has partnered with downtown businesses to offer special coupons and discounts to those attending the 2011 ATA Trade Show. And, finally, the ATA and the City of Indianapolis have partnered to offer ATA Trade Show attendees stout hotel packages. To reserve your room by phone, please call (317) 684-2573. Go to archerytrade.org if you’d like to read up on hotel packages and rates. Click on “Trade Show” and look for the “Hotel Reservations” menu tab.
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P E OP L E
Archery Industry Members Participating in the Sport SUBMIT YOUR PHOTO: Email a color image with your name, address, where animal was taken and archery gear used to popphoto@insidearchery.com or mail to Inside Archery Power of Participation, 2960 N. Academy Blvd., Suite 101, Colorado Springs, CO 80917.
John Dudley • South Africa Gemsbok
Ryan Busbice • Ohio Whitetail
Host—Nock On TV
Owner—Wildgame Innovations
Bow: Hoyt Carbon Matrix Arrow: Easton Full Metal Jacket Sight: Sure-Loc
Rest: Trophy Taker Release: Carter Stabilizer: Doinker
Bow: Barnett Predator Crossbow Arrow: Easton Bolt Broadhead: Tru-Fire Switchblade
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Sight: TruGlo Call: Flextone All-N-One Deer Call Scent: Acorn Rage Buck Bomb
Willi Schmidt • Colorado Bighorn BowTech Pro Staff Bow: BowTech Destroyer Arrow: Easton Axis N-Fused Broadhead: Grim Reaper Razortip
Sight: Spot-Hogg Hunter Release: Scott Quiver: Octane
Ronda Goebel • Minnesota Black Bear Owner—4 Rivers 3D Archery Bow: Hoyt Maxxis 31 Arrow: Gold Tip Broadhead: Slick Trick
Kelly Kelly • Wisconsin Whitetail
Brandon Reyes • Maine Moose
Manager of Operations—Archery Trade Association
Director of Marketing—T.R.U. Inc.
Bow: Hoyt Trykon Sport Broadhead: Muzzy Rest: Trophy Ridge Whisker Biscuit
Bow: Mathews Z7 Arrow: Gold Tip Broadhead: G5 Tekan
Sight: Archer’s Choice Quiver: Kwikee Kwiver Stabilizer: LimbSaver
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Sight: HHA Release: Scott Sabertooth Clothing: Scent-Lok
Sight: Axcel ArmorTech-HD Pro Rest: QAD Ultra-Rest Release: T.R.U. Ball ST360X
There aren’t a lot of hard and fast rules in business today. So much is changing. But one thing continues to hold true. Exceed your customers’ expectations, and your customers will keep coming back.
Kyle Stokes knows about customer expectations. To begin with, Kyle is the founder, owner and operator of a successful archery pro shop—Swatara Creek Outfitters in Annville, Pennsylvania. He launched that operation based on his own expectations of what a full-service archery shop should be. In time, he discovered firsthand not only what consumers required to be happy but also what retailers needed to be successful. More recently, Kyle has taken those ideas and applied them even further to become the inventor and manufacturer of his own archery product––Stokerized Stabilizers. Archer, retailer and now manufacturer, Kyle Stokes has made a habit of playing to and exceeding his customers’ expectations. “I didn’t get it at first,” says Kyle. “The truth is I was an underachiever in high school.” That’s a pretty frank statement. But it’s indicative of the sort of introspective and forthright nature that now makes up Kyle Stokes. “I did just enough to get by back then, and my high school grades and learning certainly reflected that. But then something clicked. I got into college only because I applied myself, went to summer school and brought up my grades. In college I became focused and determined to do well. I set my mind toward receiving the best education possible, and I ended up graduating in the top of my class with honors. The revelation I had was that by ratcheting up my own expectations and applying myself, I could achieve so much more.” Immediately after college, Kyle landed a job teaching elementary school in Maryland. “It’s what I felt I’d always wanted to do. I’d worked on that goal for four long years in college, and I signed on with a great school.” Life, however, has a way of throwing curveballs. “Soon after I began teaching, I started having serious hip complications. Eventually I had to have my hip completely replaced, and I was only 27 years old. During my recovery in the hospital I told my wife that I wanted to move back home and open an archery pro shop. I’m sure she thought I was joking. But during my teaching years in Maryland I had also held a part-time job in the archery department of a local sporting goods store and had discovered that my true passion was for archery, tuning bows and helping other archers become successful. I had picked up my first bow when I was about eight, was bowhunting by the time I turned fourteen and was working on my own equipment by eighteen. “All that recovery-room thinking led to another revelation. I began to see that if I put as much focus, time and effort into an archery pro shop as I had into college and teaching, I could be successful with a retail archery business as well. “In 2002 we decided to move back to Pennsylvania where we were from and open an archery pro shop. In building up to that decision we first did a lot of market research. We found that anywhere between 5,000 and 7,000 archery tags were being sold in the
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In addition to Stokerized, Kyle Stokes is the founder, owner and operator of Swatara Creek Outfitters, a fullservice archery pro shop in Annville, Pennsylvania. The abundantly stocked pro shop occupies a big part of the building with Stokerized situated in the rest of the facility.
county where we grew up. We also discovered that there was no major archery pro shop in that immediate vicinity. In all that and more we saw opportunity.” Kyle and his wife Jennifer both quit their jobs in Maryland, sold their home and moved back to Lebanon County, Pennsylvania. Jennifer landed a job with the Penn State Hershey Medical Center, and they used the proceeds from their Maryland home sale to purchase a piece of commercial property on a heavily traveled local thoroughfare. “There was a house and a commercial building on the property. We gutted both of those structures and remodeled them for our purposes. The house we would live in. The commercial building we would turn into an archery pro shop.” Few small businesses become immediately profitable or even self-sustaining. It takes time to establish a loyal customer base and build up sales. “For the first three years we were back in Pennsylvania, I worked two jobs,” Kyle
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reveals. “It’s what I needed to do to make things go. I worked a nightshift at a local chemical factory and ran the archery shop during the day. My schedule was brutal. My nightshift ran from 11 at night until 7 in the morning. I’d come home from that job, sleep until about 11:30 and then open the archery shop. Its hours were noon until 8 in the evening. “Growing up, I’d been in a lot of different archery shops, some quite good and some barely adequate. In our immediate area there really wasn’t another shop with full business hours, a broad equipment selection and the expertise and mindset to professionally service its customers. My vision of Swatara Creek Outfitters was of a six-day-a-week, full-service archery pro shop where an archer would come in and the owner would fuss and tinker and take all the time in the world to get that guy’s bow set up exactly as the owner would want his own hunting bow set up. The all-the-time-in-the-world thing changed pretty quickly, but everything has remained
pretty much the same since day one. “At Swatara Creek Outfitters we have long delivered an extensive selection of the finest archery gear available, competitive pricing and the very best in personal customer and equipment service and expertise. And we still strive to set up every bow as though it were our own.” Developing and operating a successful retail business teaches you things. “Maybe the biggest thing I’ve learned over the years with Swatara Creek Outfitters is how to judge a new product,” says Kyle. “New, seemingly exciting products flood the archery marketplace every year. Sorting out what will be good for your customers and your business isn’t always easy. I’ve streamlined the process down to three simple questions. First, does the product work? It must do what it promises. It’s surprising how many new products actually fail this simple test. Second, is the product innovative, distinctive and exciting? Does it have that ‘Wow!’ factor? Is the product itself and even its packaging attention-grabbing? And third, and this is very much from the pro-shop-owner’s perspective, will it make the shop money? Does it offer a reasonable profit margin? “The really great new products are the ones that work and are exciting and profitable for the shop to stock and sell. Those are the ones that exceed everyone’s expectations.” Running an archery pro shop is time consuming. Typical pro shop owner/operators will spend 60 to 80 or more hours a week in the shop. Kyle Stokes has done that in Swatara Creek Outfitters for almost a decade. But still, he found time to think about doing more. “I’ve always maintained lists,” Kyle admits. “Lists of ideas I’ve had for new archery products that I thought could be successful in the archery marketplace. I knew what constituted a great new archery product, and I firmly believed that some of my ideas could create a big splash. My ideas ran the gambit from cable guards and broadheads to sights and arrow rests. But when I looked hard at all of my lists, the
first thing that really jumped out at me was an idea I had for a better, more exciting, profitable stabilizer. “The problem with so many of the archery product categories right now is that they’re pretty crowded. There are all sorts of companies, for example, offering broadheads, sights and arrows rests. But it seemed to me that there were relatively few providing high-quality, top-end stabilizers. In addition, I thought that my idea for translucent acrylic stabilizers was a good one. I firmly believed that such an innovative new stabilizer would deliver genuine benefits, would indeed be unique and different enough to instantly grab people’s attention and could be offered to archery retailers at such a price that they would find it quite profitable.” When living in Maryland, Kyle had gotten into goose hunting and goose calls in a big way. One day while lying in a goose blind waiting for the flocks to appear, he began wondering why an acrylic goose call sounded so much better than a wood, plastic or metal goose call. The main reason, he theorized, was that the vibration of the reed was dampened so much better by the
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Bowhunters and tournament archers alike are finding that Stokerized Stabilizers exceed their expectations. Stokerized attends plenty of local, state and national archery events with this custom promotional truck and trailer rig.
“The plan is to keep Stokerized out in front,” says Kyle Stokes (center). “We may get copied, but no one is going to catch us. We’re innovative and creative enough that we’ll keep coming up with new ideas.” The Stokerized crew of (left to right) Kirk Stokes, Erik Kauffman, Kyle Stokes, Todd Sheetz and Shawn Lutz will see to that.
nature of the acrylic material. The result was a more realistic, throaty tone. “In 2006 I decided to do some research and what I found was that acrylics were a special group of polymers noted for their transparency, toughness and elasticity. So much so that acrylics were typically used for helicopter windshields, bulletproof glass and NBA backboards. Furthermore, the material was machinable, naturally dampened vibration and had a ridiculously high tensile-strength-to-weight ratio. I imagined that the material would make an extraordinary archery stabilizer. “I also discovered who makes acrylics in the United States and called them, got even more information on the material and ordered samples of various acrylic rods in different diameters. “The initial challenge I encountered when crafting my acrylic stabilizer prototypes was how best to attach the stabilizer hardware to the acrylic rod. Conventional wisdom said to simply glue that hardware in place, and I tried that. But, as other stabilizer manufacturers probably already knew, gluing stabilizer components
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together creates ongoing problems with adhesion and consistency of straightness. I knew I needed a better way in order to meet and even exceed my own expectations and those of what I hoped would be my future stabilizer customers. “After a lot of trial and error, I struck upon the idea of drilling and tapping the acrylic rods to accept the component sleeve. That inventive approach proved almost foolproof in terms of creating a secure, consistent and straight component-attachment system. It also delivered an additional benefit. When a bow was shot, the excess vibration in the bow ran straight into the stabilizer’s mounting stud which, in my acrylic prototypes, was fully surrounded by the acrylic material. That material and that surrounded attachment system proved exceptional at damping vibration. “I called the new development the Tri-Lock Assembly Process. By Tri-Locking the components of my new acrylic stabilizers together, I created stronger, more precise stabilizers that dampened shot vibration like never before. Continued on page 42
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Each Stokerized Stabilizer is laser-etched with the Stokerized logo or it can be custom laser-etched with your shop or company logo.
“Bowhunters and target archers alike appreciate a dampened bow. Such a bow is easier and more fun to shoot. Unlike most of the other materials being used for stabilizer rods—usually aluminum or carbon— we found that vibration dampening was greatly enhanced with a solid acrylic rod. Typically, those aluminum and carbon stabilizers that were effective had to fall back on supplemental dampening components to try to squelch shot vibration. In other words, only a small part of those stabilizers actually dampened anything. With my acrylic prototypes, the entire unit, from end to end, was a dampener.”
Kyle filed for patent protection on his innovative stabilizer concepts, continued testing and started work on developing an efficient manufacturing process in what spare space he could find in the back of his archery shop. He also began utilizing his 18 Swatara Creek Outfitters staff shooters to demo the new stabilizers at local, state and national 3D tournaments. “The initial consumer response was very positive,” recounts Kyle. “The quality and dampening of the new stabilizers was quite evident, and the unique and distinctive look of the semi-transparent rods was a show-stopper.” Somewhere about that time the “Stokerized” name was coined. “That name began as almost an inside joke. As we continued testing prototypes with limited local consumer sales, customers began coming into the shop requesting that their bows be retro-fitted with custom-colored strings and cables and also a custom-colored acrylic stabilizer. Guys began referring to that process as getting their bow ‘Stokerized,’ and the name just stuck. “We continued testing our prototype stabilizers and our manufacturing process for about a year and a half. We tested the stabilizers in cold and heat. We torture tested them for strength. Then, as our confidence grew, we began offering them to local dealers in 2009. In January of 2010 we took a giant leap forward. We attended the ATA Archery Trade Show in Columbus, Ohio, as a manufacturing exhibitor. “We rented a 10x10-foot booth and prepared as best we could. Having attended the ATA Show as a dealer for years, we knew what we had to do to grab people’s attention and convince them that we were a legitimate manufacturing company with a truly effective, exciting and moneygenerating new product. We knew that doing all of that was crucial. If a new exhibitor simply sets up a card table and hangs a small banner behind that, it’s pretty difficult to grab people’s attention. We worked hard to show our professionalism at that very first show. We spent a
good bit of money on a striking pop-up booth display, had professional catalogs printed, developed a multitiered pricing structure, put a nationwide network of rep groups in place and before the show ran preliminary print ads in Inside Archery magazine. “Dealer reaction at the 2010 ATA Show was fantastic. Lots of dealers had seen our pre-show print ads and were intrigued. That drove traffic to our booth, as did our sales reps. Savvy dealers were quickly able to see that we indeed had something new and innovative that worked, was unique and offered great profit margins. “We also built up our stabilizer inventory before the show according to reasonable sales projections. Still, we quite frankly underestimated just how strong the demand would quickly become for Stokerized Stabilizers. We shipped most show orders almost immediately but then got swiftly buried by a mountain of reorders. Dealers and consumers everywhere liked our inventive stabilizers. “To combat that, we quickly remodeled the existing square footage of our two-story building to accommodate all of our Stokerized manufacturing needs. Machined parts are outsourced with reputable firms. Everything
Meticulous hand assembly guarantees a perfect Stokerized Stabilizer every time. Dealers can mix and match component colors and finishes to create truly customized stabilizers.
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All Stokerized Stabilizers are available in an array of stunning, semi-transparent colors, as well as black, polished and camo finishes. Dealers stock the best-sellers and then quick order from Stokerized should a customer want something special.
Where conventional stabilizers are simply glued together, Stokerized Stabilizers utilize a unique Tri-Lock Assembly Process that includes drilling and tapping the stabilizer’s acrylic rod to accept component sleeves. The result is a stronger, more precise stabilizer that dampens shot vibration like never before.
else is now done in-house, including cutting, drilling, tapping, laser-etching, assembly, packaging, shipping, invoicing, etc.” One of the most amazing aspects of the Stokerized Stabilizer offering is the level of customization that is available. Short, hunting-oriented stabilizers are offered in three lengths, two of today’s most popular camo patterns, black, polished and ten stunning semi-transparent colors. Target stabilizers are offered in multiple lengths, camo, black, polished and that same array of arresting semi-transparent colors. By the way, the best-selling of the target colors to date have been black, smoke, blue, red, amber and copper. “Of course, no dealer can or should stock all of the various Stokerized options,” says Kyle. “Smart dealers are stocking the
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basic best-sellers and then custom-ordering anything else from us that a specific customer might request. We then build and get that custom stabilizer to that dealer in just a few days. “We can also custom laser-etch shop logos and even bow manufacturer’s logos on our stabilizers. Some especially creative Mathews dealers have even ordered unique red-and-Lost-Camo stabilizers to play off of the red-and-camo color scheme of the hot-selling Mathews Z7 bow. That’s the sort of Stokerized customization that we can easily do.” On top of being great at dampening vibration, stiff, strong and striking, every Stokerized Stabilizer is weight adjustable at both the front and the back end of the stabilizer.
“Weight distribution is important in creating a personalized, preferred feel and balance in any bow, before during and after the shot,” says Kyle. “With a Stokerized Stabilizer an archer can add weight and also easily move that weight around. If he wants more weight in the back, he can do that. If he wants it in the front, that’s easy to do as well. Having the ability to move that weight around allows an archer to achieve the exact balance he wants in his bow. For example, I don’t want my hunting bow to jump out of my hand. Nor do I want it to kick or tip back toward me. And I especially don’t want it to torque left or right at the shot. With even a short Stokerized Stabilizer I can strategically position a reasonable amount of weight around and below the grip on my hunting bow. That truly stabilizes my bow, directing it to tip just a slight bit straight forward at the shot. That’s how I seem to shoot best. Someone else may want the bow to remain perfectly upright at the shot. “When I’m shooting targets, I reach for a Stokerized Nucleus, a pioneering new stabilizing system that adds stabilizing weight in all four quadrants around the bow rather than just a gigantic amount of weight out in front. The Stokerized Nucleus can be shot alone as the primary stabilizer or in conjunction with a conventional front-mounted stabilizer.” Where does an archer-turned-dealerturned-manufacturer go after such success? Kyle Stokes smiles as he answers. “We’ll continue to be innovative. In fact, for 2011 we’ll be debuting five new additions to the Stokerized lineup. And we already have new products in the works for 2012 and beyond. Our possible-new-product lists go on and on. “My plan on the manufacturing side is to keep Stokerized out in front. We may get copied, but no one is going to catch us. We’re innovative and creative enough that we’ll keep coming up with new ideas. I’ve got a great staff to ensure that continues to happen, the key members of which are Todd Sheetz, Shawn Lutz, Eric Kauffman and Kirk Stokes. “In addition, I have no intention of
selling or getting rid of the archery pro shop. Swatara Creek Outfitters has a great customer base and cash flow, I enjoy it and it keeps me firmly in touch with the realities of the outdoor marketplace. That, I feel, is imperative.”
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Whether you’re a retailer or manufacturer, it really is all about meeting and hopefully exceeding your customers’ expectations. For more information, log onto stokerized.com or call (717) 867-1782.
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Bow Report By Bill Krenz
2011 Hoyt Carbon Element I
t’s easy to get carried away by all the groundbreaking technology and hype surrounding the 2011 Hoyt Carbon Element. But beyond all that excitement sits an inescapable question. Is this special bow worth its hefty purchase price? In 2010 Hoyt shook the bow world right Download the FREE mobile application Getthe the freemobile mobile app app at Get at with your free smartphone at gettag.mobi down to its toenails with the introduction of the http:/ / gettag.mobi and then/scan the TAG to see a Carbon http:/ gettag.mobi Element video demonstration, or visit Hoyt Carbon Matrix, a radical new bow with a BowhuntAmerica.com/media. revolutionary carbon-tube riser. No one had ever seen anything like it. Inevitably, first reactions were mixed. Some were shocked, although it was difficult to tell if they were more aghast at the bow’s dramatically different riser or at the bow’s $1600 price tag. At the same time what also quickly became apparent was that for every skeptic, there seemed to be 50 or so bowhunters standing in line eager to shoot the new Carbon Matrix. And after just a few shots, a surprising number plunked down their hard-earned cash for this fresh new bow. Price be damned. Genuinely new technology and a sweet shot quickly won bowhunters over. To be honest, even Hoyt was a bit surprised by how smartly the Carbon Matrix orders rolled in, how quickly the bows disappeared from dealer shelves and how loudly consumers praised their new bows and the brand new technology that they represented. The Carbon Element’s Silent Shelf is a Encouraged by that 2010 response and soft, rubber-like pad designed to eliminate fueled by a companywide passion for cuttinggame-spooking arrow noise and act as a edge technology and continuous improvequiet landing pad for fall-away arrow rests. ment, Hoyt leaped forward, ratcheting up the technology to develop two new carbon-tube bows for 2011— the enhanced 2011 Hoyt Carbon Matrix Plus and the subject of this bow report, the 2011 Hoyt Carbon Element.
Ahead of the Class
The look of the carbon-tube construction of this riser is a showstopper. But it’s also lighter, stiffer, stronger, better at dampening vibration, quieter and warmer than ever before.
For several decades, machinedaluminum risers have rested atop the bow-design pyramid. Such metal risers are stiff, strong, precise and pleasingly attractive. In other words, they make great bows. But Hoyt, for one, speculated that there had to be an even better way. With efforts spread out over several
years and by utilizing ingenious hollow-carbontube technology, Hoyt eventually developed a bow riser that was lighter, stronger and more vibrationfree than anyone had ever imagined, making it ideal for a next generation of high-performance bows. Enter the 2010 Hoyt Carbon Matrix and now the 2011 Carbon Matrix Plus and Carbon Element. The Hoyt Carbon Element is a 32-inch axle-to-axle bow that weighs just 3.6 pounds. That’s ultra-light when compared to the true mass weight of many of the competitor’s top bows. Trust me, while hiking anywhere or while at full draw, the featherweight feel of the 2011 Hoyt Carbon Element is very much appreciated. Lightweight is big for a hunting bow, but there’s more. This riser is also incredibly stiff and strong. In tests it withstood over 1,500 dry-fires. It’s even been run over by a truck without experiencing damage. Plus, because this riser is meticulously crafted with high-modulus carbon fiber arranged in a series of hollow tubes, it does a simply extraordinary job of dampening shot noise and vibration. One last thing. Unlike metal, this highest-of-tech carbon riser is warm to the touch on cold days. Metal can get bitterly cold. Lighter, stiffer, stronger, better at dampening vibration, quieter and warmer, Hoyt carbon-tube risers have clearly positioned themselves at the head of the bow-design class.
New Cams and Limbs
A revolutionary carbon riser isn’t the only thing new on the 2011 Hoyt Carbon Element. The bow’s new XTS Pro Arc Limbs feature five-layer lamination technology for unprecedented strength, durability and consistency of flex. The Carbon Element is driven by Hoyt’s new Fuel Cam & ½ System. The Fuel Cams are powerpacked, draw with a reasonable smoothness and feature the convenience of no-bow-press-needed interchangeable draw-length modules. The Fuel Cams also sport an upper control-cable stop that extends off of the upper cam draw-length module
Inside Archery 46 December 2010
Specifications
Arrow Speed
Axle-to-Axle Length
32 inches
28-Inch Arrows
Brace Height
7 inches
2011 Hoyt Carbon Element ––––––––––––––––––––––––––––
2011 Hoyt Carbon Element set at 29 inches (by factory) and adjusted to 70 pounds ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Easton XX78 Alloy 2512 Easton Full Metal Jacket 400 Carbon Express Aramid KV 350 Carbon Tech Whitetail 65/80 Carbon Express Maxima Hunter 350 Easton ST Axis N-Fused 400 Beman ICS Hunter Elite 400 Gold Tip XT Hunter 55/75 PSE Radial X Weave Hunter 300 Gold Tip Ultralight Pro 400 Carbon Tech Cheetah 400 Easton FlatLine 400 High Country Speed Pro Max
Grip Throat Circumference 3.75 inches Test Bow Mass Weight
3 pounds 11 ounces
Test Bow Letoff
77 percent
Draw Lengths
24.5 to 30 inches
Draw Weights
40#, 50#, 60#, 65#, 70#, 80#
Colors
Realtree AP, Black Out, Half & Half, Bone Collector, Max-1
Shaft Arrow Kinetic Arrow Grains/In Weight Energy Speed 10.3 10.2 9.8 9.5 8.9 9.0 8.4 8.2 8.1 7.4 6.4 7.4 5.5
448 gr. 426 gr. 415 gr. 411 gr. 398 gr. 392 gr. 390 gr. 385 gr. 376 gr. 361 gr. 346 gr. 344 gr. 303 gr.
79.7 79.0 78.6 78.4 78.0 77.8 77.4 77.0 76.7 76.1 75.3 75.3 74.6
283 fps 289 fps 292 fps 293 fps 297 fps 299 fps 299 fps 300 fps 303 fps 308 fps 313 fps 314 fps 333 fps
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For more information, log onto hoyt.com or call Hoyt at (801) 363-2990.
Draw weight measured with an Easton Digital Scale, and all tests conducted with a Spot-Hogg Hooter Shooter Portable Shooting Machine and a Competition Electronics Pro Chronograph.
and a lower adjustable draw-stop peg located on the body of the lower cam. That dual-stop combination delivers a pleasingly solid back wall for the Hoyt Carbon Element.
Additional Strong Points
The closer you examine the 2011 Hoyt Carbon Element, the more notable features and benefits you uncover. Take, for example, the bow’s innovative Offset Stabilizer Positioning. Rather than locating your stabilizer in the conventional position, the new Hoyt Carbon Element positions it to the left (on a righthand bow) to counterbalance the weight of such bow-mounted accessories as sights, arrow rests and bowquivers. Extending back unobtrusively from the bow’s sight window is the Carbon Element’s In-Line Roller Guard. That special cable-guard system minimizes friction and torque while separating and slightly tensioning the cables A balanced bow shoots better, and this offset stabilizer positioning acts to counter-balance the weight of bow-mounted accessories such as sights, arrow rests and bowquivers.
at full draw for a quieter and more vibration-free shot. Precision rollers and sealed bearings in the system are completely weatherproof. No more plastic-cable-slide squeaks. String stops are found on most of today’s better bows. Such string stops promote a cleaner release of the arrow from the bowstring and also help dampen bowstring oscillation at the tail end of the shot. The 2011 Hoyt Carbon Element comes factory equipped with an improved Hoyt Stealth Shot string stop. The primary improvement lies in the use of a more cushiony bumper at the end of the Stealth Shot. Brand new for 2011 on the Hoyt Carbon Element is the Silent Shelf. The Silent Shelf is a soft, rubber-like pad that is integrated right into the shelf of the Carbon Element’s unique riser. That special pad eliminates the game-spooking “clink” of a bobbled arrow in a hunting situation and also makes for a soft and quiet landing pad for the launcher arm of so many of today’s fallaway arrow rests. No bowquiver connection is as solid, secure, quiet and lightweight as a two-piece bowquiver setup. For those reasons I’m thrilled that the 2011 Hoyt Carbon Element includes provisions for Hoyt’s racy new Pro Series TwoPiece Bowquiver. It mounts at both the top and bottom of the Carbon Element’s riser and is as solid and quiet as a rock.
Enhanced Style
Last year’s Hoyt Carbon Matrix was a showstopper. The new 2011 Hoyt carbon bows are even better. They feature rich bronze metalwork from
Inside Archery 47 December 2010
M a r k e t
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Bow Report • 2011 Hoyt Carbon Element
Continued
end to end, two snappy red laminations in the five-layer laminated XTS Pro Arc Limbs, a jet-black thermoelastomer grip and color-coordinated cables and bowstring. Stylish is the word that comes to mind.
One Sweet Shot
All of the features and glitz in the world aren’t much good unless the bow shoots. At least that’s how I feel. The 2011 Hoyt Carbon Element is one of the bestshooting bows I’ve ever evaluated. To begin with, the Carbon Element is easy and convenient to adjust for a precise, personal draw length. I like that, as well as the fact that the interchangeable draw-length modules are available in half-inch incre- The design of this In-Line Roller Guard minimizes friction and torque while separating and slightly ments and that a bow press is not required to switch out tensioning the cables at full draw for a quieter and more vibration-free shot. those modules. All you need do is remove the screws and targets both near and far. Each draw was sensibly smooth for such change the modules. Getting the draw length just right can help a fast bow. The right draw length and pulling into a firm and conanyone’s shooting. sistent stop yielded a precise and encouraging full-draw position I also find that there is a sizeable shooting benefit from a and wonderfully steady aiming. The Carbon Element’s ultra-thin, reasonably solid back wall. The Hoyt Carbon Element utilizes Pro-Fit Thermo Elastomer Grip also helped with that. both an upper cam control-cable stop and a lower cam adjustable I must admit that it took me a while to simply quit smiling draw-stop peg to deliver a reassuring and consistent back wall. In with almost every amazingly quiet, vibration-free and accurate fact, the draw-stop peg on the 2011 Fuel Cams is broader than the shot. Wow, what a shooter. What a sweet shooter. draw-stop pegs that were on the 2010 Hoyt bows, and that alone delivers an even firmer 2011 Carbon Element back wall. Life is Short The Hoyt Carbon Element is fast. Not over-the-top fast, As mentioned, last year’s Hoyt Carbon Matrix carried the lofty but deadly fast. Fast enough. And that’s with a sensible and manufacturer’s suggested retail price of $1600. What you should forgiving 7-inch brace height. What is over the top is how the also know is that Hoyt sold every Carbon Matrix they could make Carbon Element handles in 2010 in spite of ramping up carbon-bow production several shot vibration and noise… times. In much the same manner as with high-end cars and trucks, it practically eliminates there is apparently a clear market for a luxury-end bow that genuboth! The 2011 Hoyt inely delivers. Carbon Element, even with Based on that market, Hoyt has significantly increased its its ultra-light 3.6-pound carbon-bow production capacity for 2011. But maybe the best mass weight, is unbelievably news of all is that through economies of manufacturing scale, Hoyt quiet and vibration-free. has been able to reduce the cost of its carbon-based bows and pass This bow is simply amazing those savings along to its dealers and their customers. The upshot in that regard. It shoots even is that the MSRP for the 2011 Carbon Element is now just $1299 very light arrows with a dull while the Carbon Matrix Plus MSRP has been pegged at $1349. thump and it just sits there. Quite suddenly the new and improved Hoyt carbon bows for It’s been my experience that 2011 are even more worth it than they were last year. most of us actually shoot So let’s answer the big question. The shooting I’ve done with better with quiet, vibrationthe Hoyt Carbon Element suggests that it is worth it. It is that free bows. And with this good. bow, well, shooting is a pure Do you need a Hoyt Carbon Element to kill a deer? No, no pleasure. more than you need a shiny new Chevy Silverado with XM radio I set up the Carbon and leather seats to go to the grocery store. But it sure is a cool Element with one of today’s way to get there, and it does ride and perform like a dream both better fall-away arrow rests, on and off-road. If you can responsibly afford such a vehicle, why a top-notch sight and stanot? Life is short. bilizer, and did just a miniThe improved draw-stop peg on the 2011 Fuel Cam mum of paper-tuning. Then The exact same thinking can be applied to the 2011 Hoyt is now broader to deliver quieter contact with the I proceeded to drill the Carbon Element. Its cutting-edge technology is simply bow’s cable and a firmer back wall at full draw. center spot on my practice remarkable. Its performance is extraordinary. So, why not!
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Inside Archery 48 December 2010
Matt McPherson, the man behind Mathews Archery, rarely does anything halfway. His company, his bows and his aggressive approach to marketing all demonstrate a passion for operating at full throttle. But there’s more. Underlying everything McPherson does are three specific core values: integrity, innovation and impact. “Proper commerce, I think, is people first and business second,” says Matt. “For us it’s a matter of integrity that our actions and decisions reflect honesty, trustworthiness, respect, loyalty and accountability. We trust people. They trust us.” In addition, business today—particularly manufacturing— pivots on innovation. In addition to his role as Mathews CEO, Matt McPherson leads a Mathews research and development
team that has produced numerous patented and patent-pending innovations since 1992. Matt’s passionate pursuit of distinctive, high-performance new products has inspired the company’s longstanding slogan, “Catch Us If You Can.” It’s also no secret that Matt McPherson has a strong desire to make a difference in this world. According to Matt, making a difference in the lives of others was the driving force behind his latest brainchild, Lost Camo. “With Lost Camo we wanted to create a brand new and more effective bowhuntingoriented camo pattern that would have an impact. The impact would be in how it worked in the woods, but also in how it helped people. “I want to help everyone I can,” admits Matt. “When we decided to create Lost Camo, we also decided that all of the profits from Lost Camo would go to help people all over the world who are in need. That was revolutionary. But it was a huge part of our goal with Lost Camo. The beauty of Lost Camo is that it will help so many people.” The inspiration for the pattern itself came from a deadfall on McPherson’s rural Wisconsin property. “I was pulling out of my driveway one day. Normally I turn left to head to town. But on this day, for some reason, I decided to turn right,” McPherson recalled. “I got a little ways down the road and looked out my window. In the woods I saw this deadfall where a number of trees had fallen down. It looked amazing, so I came back later and took pictures of that deadfall and the woods around it. With the help of Josh Meyer, who does much of our artwork, we created the basis for the camo pattern that is now known as Lost Camo.” The Lost Camo pattern is beautifully and naturally colored, and it’s larger than most other camo patterns so as to keep a bowhunter’s outline broken up, even at great distances. “For us, though, it’s important that the word ‘lost’ in Lost Camo has two meanings,” Matt explains further. “Lost Camo clearly helps bowhunters to
get lost to the thing trying to find them, things like a whitetail deer and elk and bears. But ‘lost’ has another meaning as well. Lost Camo was also started to generate funds for the lost and hurting people of the world who need Jesus Christ and are searching for God.” Mathews Lost Camo was first introduced in 2007. Today it can be found on bows, clothing, sights, rests, stabilizers, targets and a host of other Lost Camo licensed products. The Lost Camo licensing program is going strong. “There are many reasons that the Lost Camo program is successful,” says McPherson. “To begin with, we believe that God is behind our success, and that’s very important to us and the people we’re helping with the Lost Camo proceeds. Another huge factor is that, like Mathews bows, Lost Camo and Mathews-licensed products are produced for Mathews retailers. Mathews retailers in droves have gotten behind this program because it offers them unique merchandise that they can sell with virtual exclusivity. We feel that it is imperative that we strongly support our retailer base, and this program does that. With Lost Camo products, Mathews retailers are able to offer merchandise that no other retailers, large or small, have.”
Inside Archery 53 December 2010
Matt McPherson gives a lot of credit to his team at Mathews, especially Keith Jennings, who is in charge of the Mathews and Lost Camo licensing program. “Keith has extensive experience in licensing, and because he is a man of faith he also clearly understands why we are doing this. Keith has done a superb job with Lost Camo.” Under Keith Jennings’ watchful eye, the Lost Camo and Mathews licensing program rapidly gained popularity with both selected manufacturers and Mathews retailers all across the country. Jennings believes that dealers will see even more benefits as the Lost Camo and Mathews licensing program continues to grow. “Retailers are always looking for ways to increase sales, and the Lost Camo program helps them do that. In a very real sense, Mathews retailers own this brand. They have Mathews, Mission, Zebra, Mathews licensed products and now Lost Camo licensed products that are pretty much exclusive. When
a retailer stocks and offers a Mathews/Lost Camo item, they know that item won’t be in some national mail order catalog or in a local box store or even in some fly-by-night retailer just down the street. They know they’ll be able to stock and sell those items profitably. “Another giant advantage for Mathews retailers stocking Lost Camo products lies in the fact that diehard Mathews shooters now crave Lost Camo everything. More and more bowhunters are matching their bow accessories to their bows and requesting Lost Camo items of all sorts to make that happen. If a bowhunter knows he can get a Lost Camo sight to match his Mathews Z7 bow, he’ll do it. And, like all Mathews-oriented products, the Lost Camo products are top-notch accessories that carry good margins for the serious retailers. In fact, Lost Camo and Mathews licensed products are put through a rigorous testing process before they can be accepted into the program. Retailers can take comfort in the fact that Lost Camo products are the
The Mathews Retailer Business Show is all about connecting Lost Camo and Mathews licensees with Mathews retailers. The 2011 Show will be held at the Chula Vista Resort in Wisconsin Dells, Wisconsin, from December 6-8, 2010. According to Joel Maxfield, vice president of marketing for Mathews, the show is about helping the retailers succeed in the marketplace. “We do everything we can to help Mathews retailers succeed,” says Maxfield. The Business Show is just one way of doing that. Retailers get to see and feel the latest new products and take advantage of some pretty remarkable special-price offers. The licensee manufacturers get to talk face-to-face with the best archery retailers in the country.” Over 350 Mathews retailers are expected to attend the 2011 Mathews Retailer Business Show. Every retailer in attendance will receive a limited-edition bow signed by Matt McPherson.
Inside Archery 54 December 2010
sort of quality products that they themselves will want to use. Lost Camo products really are the best of the best.” To no one’s surprise, Mathews has assertively marketed and advertised Lost Camo products. Such strong promotional efforts help licensees and retailers alike. “Our Lost Camo advertising campaigns have run in the best bowhunting magazines in the country, which helps get the word out about Lost Camo and drives bowhunters to their local Mathews retailer looking for a Lost Camo accessory or clothing,” Jennings notes. Andy Whitcomb of Whitcomb’s Archery in Minnesota is a retailer who has taken advantage of the program. “I like the program because it allows me to compete with the box stores. There are several box stores within a short driving distance of my shop. Before this program started, the box stores beat me up on price on the products we both carried. Now I have a Lost Camo clothing line and lots of Lost Camo accessories that the box stores can’t touch. On top of that my customers are willing to pay a bit more for Lost Camo and
Mathews-branded items because those items do match and are unique and they often possess special features. Many bowhunters like the fact that their bow and accessories match. “Today I promote Lost Camo partly because Mathews always seems to be looking out for the independent retailer, like me, and because the more I promote Lost Camo, the better my business seems to do.” Manufacturers, too, are recognizing the benefits of the Lost Camo program and jumping on board. “Mathews has direct contact with over 1,000 of today’s very best archery retailers,” adds Keith Jennings. “When a quality manufacturer becomes a Lost Camo licensee, they gain access to those Mathews retailers and are allowed to sell their Lost Camo or Mathews-branded products to them. “Two sorts of licensing programs exist for manufacturers. Quality manufacturers can be licensed to sell either Lost Camo products or Lost Camo and Mathews-branded products. Mathews-branded items are to be made available only through Mathews retailers. Lost Camo products can have a slightly broader distribution, such as through
Inside Archery 55 December 2010
Mathews-approved distributors like Kinsey’s Archery, Pape’s Archery and C.R. Archery.” Along with gaining access to every Mathews retailer and distributor, Lost Camo licensees are also able to attend the annual Mathews Retailer Business Show in Wisconsin Dells every December. “We have no burning desire to be in the trade show business, but hosting the show does provide us with the opportunity to bring Mathews retailers together with Lost Camo licensees,” says Jennings. “Last year we had over 300 retailers come to our show to meet and talk face to face with Lost Camo and Mathews licensees from all over. Retailers got to check out the very latest in Mathews, Mission and Lost Camo products and take advantage of special buys and deals. We continue to have lots of positive response on the show, and the number of dealers and manufacturers attending the show grows every year. “Manufacturers who have worked hard promoting their Lost Camo and Mathewsbranded items often see a large boost in their sales. Being connected with Mathews, and
the brand recognition that comes with that, can provide companies of all sizes with a big boost,” Jennings notes. Manufacturer Axion Archery is one company that has benefited from the Lost Camo program. “We have only been in business for a few years but have grown at a phenomenal rate. Much of that success is due to making great products and being a Lost Camo licensee,” says Dave Potts of Axion. “We were just informed that our Lost Camo stabilizers have become the best-selling stabilizer of one of the major archery distributors. Our sights and stabilizers match the Mathews Z7 bow. Mathews fans love that. It also helps that Mathews has featured the Axion Lost Camo stabilizer in Mathews print ads. We’re not a huge manufacturer, but connecting with Mathews has given us a tremendous amount of very positive exposure. I’m very pleased to be a licensee of Lost Camo and Mathews.” Jay Robert from Blacks Creek Guide Gear is also happy with the program. “We were one of the very first licensees,” says Robert. “We
Lost Camo brings everyone together. Just one example is a 28-page circular that Mathews distributed to consumers around the country this summer. “We had Mathews retailers send us their customer mailing lists,” says Lost Camo’s Keith Jennings. “Then we put together a 28-page circular with Mathews and Lost Camo products that was mailed out to those consumers all across the country. The circular was individualized with contact information for each retailer so that when a consumer received the circular in the mail, it looked like it had come directly from their local pro shop. This effort cost Mathews, the licensees and participating retailers each a little bit of money instead of costing each company a lot of money. “Teaming up allowed us to accomplish more together than we could have individually. About 200,000 circulars were mailed out.”
Inside Archery 56 December 2010
make Mathews bow cases and backpacks. Many of the Mathews fans purchase our products when they buy a new Mathews bow. Being part of the Mathews program has been a pleasure and a real win for us.” There are currently one hundred manufacturers in the program, and that number is constantly growing. EP Hunting, makers of the Z7 peep sight, recently joined forces with Mathews. “Our red Z7 peep sight has really taken off. Many bowhunters like the fact that our red peep sight matches the red in the Z7 bow,” comments Mike Mix of EP Hunting. Companies like Hot Shot Manufacturing and Norway Industries are also jumping on the bandwagon. “We’re working with Mathews on a new bowhunting release,” says Dave White of Hot Shot Manufacturing. “I’m very pleased that we’re able to team up with a company like Mathews that has such a stellar reputation in the archery industry.” Norway Industries is currently working on an
exclusive Mathews vane. “We’ll soon have a distinctive Mathews vane that diehard Mathews fans will surely love,” Janis Melton of Norway Industries exclaims. As this program continues to grow, the Mathews brand, Lost Camo, Mathews retailers and licensed manufacturers will all increasingly benefit. “If there is one thing that everyone has learned about Matt McPherson and Mathews, it’s that we’re out to help Mathews retailers and licensees succeed,” concludes Keith Jennings. “Retailers are constantly looking for unique, quality merchandise that they can sell that everyone doesn’t have. This program enables manufacturers to produce those products and retailers to stock and sell them. This program really is a win-win for everyone.” Whether you’re a manufacturer or retailer interested in this program, contact Mathews and ask for Keith Jennings. Keith and his team can answer any questions you may have. The effort is definitely there, and the Lost Camo and Mathews licensing programs are true monster hits.
Inside Archery 57 December 2010
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M a r k e t
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Bow Report By Bill Krenz
2011 BowTech Assassin N
Download FREEmobile mobile application Get the the free app at Get mobile app at withthe your free smartphone at gettag.mobi
http:/ gettag.mobi and then scan the TAG to see a BowTech http:/ / /gettag.mobi Assassin video demonstration, or visit BowhuntAmerica.com/media.
ot everyone is a complete and utter bow nut, in the sense that he or she would love to be able to devote every waking moment to studying and appraising the very latest in hunting bows and accessories. Some people have a life (a fact difficult for bow nuts to sometimes grasp). They have families, friends and responsibilities they rank above bow designs and arrow-rest choices. The truth is that plenty of them view shopping for the perfect bow and the end-all hunting sight or stabilizer as something of a hassle. They just want to find what they’re looking for and get back to the more important matters in their lives. They really wish someone would equip it for them and say, “Here it is! This is the best for the amount of money you want to spend. It includes everything you reasonably need. And furthermore, it’s all set up and ready to shoot.” For a whole lot of very good bowhunters that would be heaven.
Ready, Aim, Kill
BowTech has long been a company with its ear to the bowhunting ground. At times, the company’s knack for discerning what large groups of bowhunters wanted The grip on the 2011 Assassin is beautifully next, and then delivering it, has been shaped, warm and classy, with a camo insert. nothing short of astounding. The first bow The bow’s padded Comfort Wrist Sling encour- that BowTech introduced to the public for ages a relaxed bow hand for improved accuracy. 2011 proved that once again. That bow is the 2011 BowTech Assassin. No, wait, that’s wrong. To be more accurate it really needs to be referred to as the BowTech Assassin R.A K. “R.A.K.” is an acronym for “Ready. Aim. Kill,” which is BowTech’s reference to the fact that the Assassin is more than just a bow. It is a complete and ready-to-shoot killing machine. The 2011 Assassin R.A.K. consists of a surprising new Making the Assassin especially convenient and versatile are bow completely outfitted Rotating Draw-Length Modules. The modules can be quickly with a first-rate TruGlo Apex rotated for draw-length settings from 26 to 30 inches. Sight, Octane Hostage XL
Arrow Rest, Light Stabilizer, Comfort Wrist Sling, Q5 Ultra-Lite Quiver, bowstring and cable silencers, alloy peep and even a string loop. Not only do all of those quality accessories come standard with the Assassin’s R.A.K. system, every item is installed and its performance is tested at the BowTech factory before an Assassin R.A.K. ever leaves the assembly floor. The Assassin R.A.K. I received was ready to go right out of the box, and I mean that literally. The bow’s total-containment arrow rest was perfectly set for centershot. That meant that my properly chosen carbon arrows flew like darts from shot one. The nifty fiber-optic sight pins were also pretty much in the ballpark, requiring only fine-tuning on my part. The stabilizer was tightened in place, the sling attached and ready to go, the peep tied into the bowstring, the string and cable silencers all installed and the bowquiver mount ready to receive the Assassin’s quick-detach bowquiver whenever I wanted to slide and rotate that quiver into place. The truth is that this new bow was set up so well that (because I’ve shot and bowhunted for so long) I could have pulled the 2011 BowTech Assassin R.A.K. from its shipping box or off of my favorite dealer’s shelf, test-fired just a handful of arrows, fine-tuned the sight pins and then headed straight for a hot treestand. It probably would have taken me longer to pull on my hunting clothes than to set up this bow for the bowhunting shot of a lifetime.
Surprising Arrow Speed
In addition to a knack for listening to bowhunters, BowTech also enjoys a reputation for fast bows. Not only does the new 2011 BowTech Assassin not disappoint in that regard, it surprises. It was cold, cloudy and windy the first time I set up my chronograph and Spot-Hogg Hooter Shooter outdoors to assess the new Assassin for arrow speed. And at first the results
Inside Archery 58 December 2010
Specifications
Arrow Speed
Axle-to-Axle Length
30.5 inches
28-Inch Arrows
Brace Height
7 inches
Grip Throat Circumference
3.87 inches
Test Bow Mass Weight
3 pounds 15 ounces
Test Bow Letoff
86 percent
Draw Lengths
26 to 30 inches
Draw Weights
50#, 60#, 70#
Colors
Mossy Oak Treestand
2011 BowTech Assassin ––––––––––––––––––––––––––––
2011 BowTech Assassin set at 29 inches (by factory) and adjusted to 70 pounds ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Shaft Arrow Kinetic Arrow Grains/In Weight Energy Speed
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Easton XX78 Alloy 2512 Easton Full Metal Jacket 400 Carbon Express Aramid KV 350 Carbon Tech Whitetail 65/80 Carbon Express Maxima Hunter 350 Easton ST Axis N-Fused 400 Beman ICS Hunter Elite 400 Gold Tip XT Hunter 55/75 PSE Radial X Weave Hunter 300 Gold Tip Ultralight Pro 400 Carbon Tech Cheetah 400 Easton FlatLine 400 High Country Speed Pro Max
10.3 10.2 9.8 9.5 8.9 9.0 8.4 8.2 8.1 7.4 6.4 7.4 5.5
448 gr. 426 gr. 415 gr. 411 gr. 398 gr. 392 gr. 390 gr. 385 gr. 376 gr. 361 gr. 346 gr. 344 gr. 303 gr.
80.2 79.9 79.1 78.9 78.5 78.4 78.4 78.5 78.1 77.6 71.7 76.8 76.0
284 fps 290 fps 293 fps 294 fps 298 fps 300 fps 301 fps 303 fps 306 fps 311 fps 316 fps 317 fps 336 fps
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For more information, log onto bowtecharchery.com or call BowTech at (888) 689-1289.
Draw weight measured with an Easton Digital Scale, and all tests conducted with a Spot-Hogg Hooter Shooter Portable Shooting Machine and a Competition Electronics Pro Chronograph.
I got with a wide variety of arrow sizes and weights had me wondering if maybe the cold was adversely affecting my chronograph. The speeds seemed almost too fast! After all, this was a preset bow designed to carry a moderate price tag. But repeated testing on that day and others proved that the readout on my chronograph wasn’t lying. The 2011 BowTech Assassin is killer fast, almost shockingly fast for a bow in its price range. See the accompanying “Arrow Speed” chart. The power plant behind the Assassin’s stellar performance is BowTech’s remarkable and proprietary Binary Cam System. Unlike asymmetrical single and hybrid cam systems, the BowTech Binary Cam System is comprised of two perfectly symmetrical cams that are slaved to each other, forcing the cams to rotate in synchronization as the bow is drawn and shot. Draw weight builds up quickly New from BowTech and featured prominently on the 2011 Assassin are Dura-Flx Dampening Components. These new silencers are tough, durable and effective.
but smoothly as the Assassin is drawn, and the bow’s sizeable letoff comes very near the end. At full draw, a broad and bumpered draw-stop peg situated on the bow’s top cam pivots around to contact the flat on the inside of the top limb. That setup delivers a back wall that is as solid and reassuring as a gun-safe door. I personally tend to love that sort of rocksolid feel at full draw. It seems to steady me, both physically and mentally. And true to that thought, the 2011 BowTech Assassin seems a bow that aims with uncommon control and stability.
Feature Loaded
BowTech typically gets bow grips right. The grip on the 2011 Assassin is beautifully shaped, warm and classy, with a camo insert. It’s narrow throated and is as comfortable as an old glove. Consistent bow-hand positioning is a snap with this grip, and that definitely enhances accuracy. Below and behind the Assassin’s grip is the bow’s Carbon Rod String Stop. Its main shaft is constructed with high-modulus carbon to be especially lightweight and capable of effective vibration dampening. It’s also carefully located directly in line with the stabilizer. This positioning optimizes bow balance and transfers shot vibration from the bowstring directly through the string stop to the stabilizer. The Assassin’s lightweight aluminum riser is artfully machined with a series of mostly triangular holes and protected with BowTech’s distinctive InVelvet Top Coat. That top coat
Inside Archery 59 December 2010
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Bow Report • 2011 BowTech Assassin has a soft and almost cushiony feel without adding any extra bulk. It’s great armor for the bow. Limbs are held in place with E-Lite Zero Tolerance Limb Pockets. These pockets are trim, lightweight, almost airy and yet very precise. They make me wonder why it took so long to design such a great and simplistic pocket system. I’ve already talked about the performance of the Assassin’s snappy Binary Cam System. But I failed to mention the system’s nifty adjustable Rotating Draw-Length Modules. A single module on each cam can be loosened (two screws) and then rotated to any of five different draw-length settings that will take you all the way from 26 to 30 inches in draw length in seconds and without any additional parts. That’s convenience and versatility combined!
Continued
One of the key components in the Assassin’s R.A.K system is an Octane Hostage XL Arrow Rest. This brush-type arrow rest holds an arrow with complete security before and during a shot.
R.A.K. Equipped
The phrase “Let’s go hunting now!” takes on a whole new meaning with the 2011 Assassin. Its R.A.K. system of factoryinstalled accessories is exceptional. To begin with, there’s a TruGlo Apex Fiber-Optic Sight. The sight has four ultrabright pins, each fueled by extended lengths of fiber-optic cable. Individual-pin and gang windage and elevation adjustments are all clean and precise. Below that is an Octane Hostage XL Arrow Rest. This wonderfully simplistic brush-type arrow rest holds an arrow shaft securely before and during a shot. No fumbled arrows here. Ever. Opposite the Assassin’s Carbon Rod String Stop is a 4-inch Light Stabilizer and Comfort Wrist Sling. The stabilizer helps balance the bow and reduce shot vibration. The padded wrist sling encourages a relaxed bow hand for reduced grip torque and improved accuracy, and it also eliminates the chance of a dropped bow.
Limbs are held properly in place with E-Lite Zero Tolerance Limb Pockets. These unique pockets are particularly trim, lightweight and precise.
New from BowTech and featured prominently on the 2011 Assassin are Dura-Flx Dampening Components. That’s code for brand new bowstring and cable silencers. These new dampening components are classy-looking and appear to be tougher than most previous silencers. They also seem to dampen bowstring and cable oscillation extremely well. Bowhunters love bowquivers. They’re safe, convenient and, when combined with a good hunting bow, make for a handy head-for-the-woods package. The Assassin R.A.K. system includes a Five-Arrow Ultra-Lite Bowquiver. The quiver’s mounting bracket is factory-installed on the back side of the sight bracket. Slipping the quiver up into the bracket and then rotating it backward are the only motions necessary to secure the quiver to the bow. Finishing off the Assassin’s R.A.K. system are an Alloy Peep and knotted String Loop, both of which are tied in place and ready to go.
Killer Price
The other half of heaven for a lot of great bowhunters is a bow package that doesn’t cost an arm and a leg. If you look even quickly at the 2011 BowTech Assassin and consider its surprising performance, featured-packed nature and complete expertly-installed and ready-to-shoot accessory system, you’d naturally leap to the conclusion that this bow isn’t going to come cheap. In fact, it looks and feels like a pretty darn expensive rig. And you’d be wrong. The manufacturer’s suggested retail price on the 2011 BowTech Assassin R.A.K. is just $649. That includes everything. The bow, sight, arrow rest, stabilizer, wrist sling, bowquiver, bowstring and cable silencers, alloy peep and string loop—all set up and ready to head to the range or treestand. “Here it is. This is excellent gear for the amount of money you want to spend. It includes everything you reasonably need. And furthermore, it’s all set up and ready to shoot.” The 2011 BowTech Assassin R.A.K. Killer bow. Killer price. Killer performance.
Inside Archery 60 December 2010
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Field Test By Bill Krenz
Archer Xtreme Carbon Carnivore Sight & Carbon Helix Quiver
T Download FREEmobile mobile application Get the the free app at Get mobile app at withthe your free smartphone at gettag.mobi
http:/ /gettag.mobi gettag.mobi and then/scan the TAG to see a Carbon http:/ Carnivore video demonstration, or visit BowhuntAmerica.com/media.
Archer Xtreme Carbon Helix
lhe average bowhunter today has been hunting with a bow for nearly 20 years and is typically counted among the most avid participants in the entire hunting community. He’s seasoned and discriminating, particularly when it comes to his equipment. In other words, he is extreme. Brand new for 2011 is Archer Xtreme, a passion-driven archery company focused like a laser on developing performance gear for today’s experienced archers. Founded and headed up by longtime bowhunter, bowhunting guide and 15-year archery-industry veteran Mark Garcia and 10-year outdoor-industry veteran and AXT Vice President Travis Howick, Archer Xtreme is right on the brink of introducing an ingenious lineup of new sights, quivers, stabilizers and more. “Even our goals are extreme,” says Mark. “By sparing no effort or expense in creating advanced product designs and in utilizing the very latest in cutting-edge materials, we aim to offer only the very best products for today’s experienced, discriminating archers. In addition, we plan to present those products so that retailers will find them among the most profitable archery accessories to stock and sell.” Archer Xtreme will be debuting its entire 2011 product line at both the Mathews Retailer Business Show in December and at the industry-wide ATA Archery Trade Show in January. In the meantime, we were able to obtain prototype samples of two of Archer Xtreme’s headline new products. Those samples included the remarkable Carbon Carnivore Sight and the company’s new Carbon Helix Quiver. Top-end archery sights continue to get better and better. Perfect evidence of that is the 2011 Archer Xtreme Carbon Carnivore. The Carbon Carnivore is a new sort of archery sight that is stronger and more precise, while also being lighter, more vibration-free, more adjustable and more feature-laden. The Carbon Carnivore looks almost like an alien spaceship with its blend of advanced metals, 3K
Carbon material and fiber optics. Unlike most sights whose components are made from economically expedient extruded aluminum bars, the core structure of the Carbon Carnivore is fully machined from solid 6061 T6 aluminum billets. State-of-the-art carbon components are then added to that incredibly precise metal superstructure. “And rather than simply use run-of-the-mill carbon,” says Garcia, “we choose to utilize 3K Carbon. That’s woven high-modulus carbon that is five times stronger than simple carbon. It’s also far superior at dampening vibration. With the Carbon Carnivore we added a revolutionary 3K Carbon Archer Xtreme Carbon Carnivore
ridge to the sight’s mounting bracket and also constructed the sight’s crucial sight-pin housing entirely of 3K Carbon material.” The result is a dual-material sight that is stronger, more precise, lighter and more vibration-free than ever before. At the same time, Archer Xtreme engineers pulled out all the stops in creating a best-quality sight with brighter, more dependable fiber-optic pins and improved adjustability. Each pin in the Carbon Carnivore is fed by 11 inches of .019-diameter extended fiber-optic cable. To protect that cable in the field, AXT engineers also developed the sight’s Fiber Harness Bracket System, a shielded clear-tube system that routes, guards and protects the fiber optics. Integral to that system are Stainless Steel Center Core Pins that
Inside Archery 62 December 2010
surround and safeguard the fiber all the way out to the pinhead. At the back of the system is an integrated LED Sight Light should even greater pin brightness be desired. Because of that sight light’s strategic rear mounting, there’s no chance at all of game-spooking glare. To accommodate the fastest bows, Carbon Carnivore pins can be adjusted all the way down to zero pin gap. The fact is that all of the adjustments on the Carbon Carnivore have been especially well thought out. Individual pins conveniently micro-adjust for your setup’s arrow speed with a built-in adjustment tool. Micro-drive gang adjustments with tool-less locking knobs then adjust all of the pins as a group for windage and elevation. Second- and third-axis adjustability is provided, and laser-engraved hash marks make monitoring the scope of your adjustments an easy matter. Rounding things out, the new Archer Xtreme Carbon Carnivore is adaptable from right- to left-hand use by reversing the sight’s mounting bracket and moving the bubble, and is available finished in either Blackout Carbon or Mathews Lost Camo. The Archer Xtreme Carbon Helix Quiver is no less remarkable. It’s a new-age bowquiver that discriminating bowhunters will likely love. The Carbon Helix is a problem-solving bowquiver. It’s lightweight and yet very strong, with two 3K Carbon support rods. It’s also extraordinarily quiet before and after the shot. Those advanced 3K rods dampen vibration like never before, and Truss X Dampeners between the rods further that action. On top of that, a clear and slightly rubberized Vibration Absorbing Coat covers everything. Carbon Helix is quick-detach and mounts to any bow with a unique Quad Lock System that incorporates a fourposition radial lock, one-hand operation and rock-solid mounting. The quiver is adjustable vertically and is perfect for both fixed and expandable broadheads. An upper and lower gripper arrangement is provided, and the inside of the hood features a soft rubber over-molding that holds and protects broadheads. Both grippers securely hold arrows of all sizes, from
the smallest carbon shafts to the largest aluminum. The Carbon Helix holds five arrows arranged in an arched configuration so that the arrow shafts comfortably clear sights and arrow rests. Showing great attention to detail, the first-position arrow pulls out straight back toward the archer to minimize movement in the woods. The gutsy Carbon Helix Quiver will be offered
Inside Archery 63 December 2010
in Blackout, Realtree APG, Mossy Oak Treestand and Mathews Lost Camo. Today’s best archers are indeed extreme. Today’s newest archery company for those archers is Archer Xtreme, a Montana-based company developing the best gear possible. For more information, log onto archerxtreme.com or call Mark Garcia at (406) 924-6113.
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Mathews Z7 Xtreme
Mathews Z7 Xtreme
In 2010, the Mathews Z7 won numerous awards and thrilled archers everywhere. For 2011 the next-generation Mathews Z-Series—the Z7 Xtreme, eZ7, Z7 Magnum and Z9—promises to be equally popular. For those looking for a phenomenal hunting bow, there’s the compact Z7 Xtreme. At just 28 inches from axle to axle, the Z7 Xtreme is perfect for maneuvering in tight treestands and blinds. The 7.375-inch brace height makes for a forgiving shot, while the ultra-fast ZX Cam gives up nothing in the way of speed. The Z7 Xtreme is one fast bow, reaching speeds of 330 fps. Additional features include a strong but lightweight Grid Lock Riser, Reverse Assist Roller Guard, SlimFit Inline Grip and the Mathews Harmonic Damping System. Visit mathewsinc.com to learn more.
Trophy Ridge Pursuit
Trophy Ridge Pursuit
Fuse Clinch CFT Release
The Trophy Ridge Pursuit is one of the most adjustable sights ever offered. The single-pin Pursuit offers limitless pin settings, while the Delrin bushings make for smooth, quiet movement. The adjustable indicator pin allows for ultra-precise adjustments to compensate for environmental conditions. With its 100-percent aluminum construction, lowlight glo indicator tape, 14 inches of fiber optics, sight level for second- and thirdaxis adjustability and included rheostat sight light, it’s also packed with the kinds of features bowhunters want. Visit trophyridge.com or stop by ATA Booth #2401 to learn more.
Fuse Clinch CFT Release
New from Fuse are the Clinch Series Releases. Featuring a dependable, allweather in-line design with high-grade steel components, a crisp trigger with zero creep and an Advanced Radius jaw that reduces string pinch and enhances D-loop or string life, the Clinch Series Releases are state of the art. The Clinch CFT utilizes a high-strength nylon connector for precise length adjustment, allowing the archer to achieve the perfect fit and a repeatable anchor for consistent shooting. The CFT is available in black or Realtree AP camo. Visit fusearchery. com or stop by ATA Booth #2613 to learn more.
Bear Carnage
Fast. Smooth. Efficient. That’s how those who’ve already tried the new Bear Carnage are describing this bow. The 32inch axle-to-axle Carnage weighs a mere 4 pounds and features a forgiving brace height of 7.25 inches. Bear engineers developed a longer riser with a “skeletal” design for the Carnage, making it exceptionally balanced for a more accurate shot. The Carnage also features Bear’s patent-pending Dual Arc Offset String Suppressors and Max Pre-Load Quad Limbs. The Carnage’s innovative Bear Skeleton Cam can be adjusted in halfinch increments without the use of a bow press. With speeds of 345 fps, the Carnage will definitely live up to its name this year. Visit beararcheryproducts.com or stop by ATA Booth #2401 to learn more.
By Michaelean Pike Inside Archery 64 December 2010
BCY New Colors
Archers love customizing their bows, and now BCY is offering them even more bowstring color options. For 2011, BCY is adding Cedar, Root Beer, Gold, Buckskin and Black Cherry to the 40 color options already available. You can find these 45 color options in ¼- and 1/8-pound spools and in Trophy, 425X and 8125 bowstring material. High quality BCY bowstring material serves as the foundation of some of the most accurate and durable bowstrings available. Visit bcyfibers.com or stop by ATA Booth #3501 to learn more.
ScentBlocker Bone Collector Smackdown XLT Jacket
Made from one of ScentBlocker’s most technologically advanced fabrics, the Bone Collector Smackdown XLT Jacket helps you stay cool without sacrificing scent control. XLT ultra-lightweight fabric is durable and built to keep you comfortable in the heat of early-season bowhunting. SPF 50 Cold Fusion technology ensures optimal scent control, while 4 Direction Stretch maximizes maneuverability. This bomber-style jacket features two lower pockets, one angled chest pocket, elastic cuffs and a tall collar. A Smackdown XLT Pant is also available. Visit scentblocker.com or stop by ATA Booth #1515 and #1601 to learn more.
Easton Full Metal Jacket N-Fused
Easton’s hardest-hitting arrow, the Full Metal Jacket, now features Easton’s incredible N-Fused carbon core. The N-Fused core provides unbelievable power for deeper penetration and more pass-throughs than ever before. Choose from three deadly Full Metal Jacket N-Fused options—Gun Metal Black, Diamond Plate Camo and magnum Dangerous Game. Visit eastonarchery.com or stop by ATA Booth #1421 to learn more. Big Game Drag Glove
Parker Concorde
New from Parker is the revolutionary Concorde crossbow. The Concorde features the patented Quick Draw System, making it the first autococking crossbow on the market. The Quick Draw System utilizes a CO2-powered internal cocking mechanism. When the button recessed into the rear of the butt stock is pushed, the Concorde automatically draws the string into the fully cocked position. And all of that takes place silently in just two seconds. Another press of a button allows you to un-cock the crossbow in the event that you have not taken a shot. The sleek, 16.75-inch axle-to-axle Concorde features Parker’s 100-percent metal G2 Trigger, an auto-engage safety, an anti-dryfire device and Optimal Weight Distribution for a neutral balance and improved accuracy. Visit parkerbows.com or stop by ATA Booth #3453 and #3551 to learn more.
Bear Carnage
Big Game Drag Glove
The versatile new Big Game Drag Glove makes it simple to get your trophy to your truck after your hunt is over. The Big Game Drag Glove consists of two rugged but lightweight gloves. Durable drag straps are attached to the gloves and provide exceptional leverage when dragging game. Because these gloves are compact enough to fit into a fannypack, you don’t have to leave them in your truck while you hunt. The Big Game Drag Glove can be used to drag game by hand, attached to an ATV to drag game or used to hang game for skinning and cooling. Visit biggamedragglove.com or stop by ATA Booth #2038 to learn more.
BCY New Colors
American Whitetail Cube Hybrid
The 2011 American Whitetail Cube Hybrid features a patent-pending design that marries the ease of arrow removal and durability of a quality bag target with the multiple shooting sides and freestanding nature of a block-style
ScentBlocker Bone Collector Smackdown XLT Jacket
Parker Concorde
Easton Full Metal Jacket N-Fused
Inside Archery 65 December 2010
American Whitetail Cube Hybrid
Goat Tuff Equalizer Release
October Mountain Products Fin-Finder Hydro-Glide
Great Day Hang’M High Portable Feeder Hanger
foam target. The self-repairing inner foam core can be rotated to bring a fresh surface to the shooting area as needed while the outer foam shell offers four unique shooting faces. An optional laminated foam core is available for shooting with broadheads. The Cube Hybrid also accepts crossbow bolts. Visit archerytargets.com or stop by ATA Booth #2339 to learn more.
lower-poundage bows due to age or injury, the Equalizer captures the bowstring 1 to 3 inches farther back while still retaining the archer’s original anchor point, enhancing performance without the need for extra draw weight. The Equalizer features a plunger-style trigger and can be shot as a back-tension release. Visit goattuffproducts.com or stop by ATA Booth #3629A to learn more.
Goat Tuff Equalizer Release
October Mountain Products Fin-Finder Hydro-Glide
Short-draw archers have something to celebrate in 2011—the introduction of the Equalizer Release from Goat Tuff. That’s because this innovative release aid allows archers to add up to 3 inches to their draw length. That’s right—3 inches. Designed specifically to help short-draw archers and those who shoot
The groundbreaking new Fin-Finder Hydro-Glide bowfishing arrow rest from October Mountain Products holds your arrow securely while helping you to shoot straight. The Hydro-Glide features UAG (Ultimate Arrow Guidance) Technology so that you shoot faster, straighter and more accurately than ever before.
The side walls of the rest’s channel guide the arrow like a bullet being fired from a gun. The side walls also act as a center-shot alignment aid to ensure extraordinary accuracy. The Hydro-Glide offers easy set-up, will mount to either a compound or a recurve bow and converts from left- to right-hand in seconds. Visit octobermountainproducts.com or stop by ATA Booth #321 to learn more.
Great Day Hang’M High Portable Feeder Hanger
For 2011 Great Day is introducing the first completely portable feeder hanging device ever so you can take your hanging feeder wherever you want to hunt. This innovative hanger can be positioned 10 to 12 feet above the ground by pushing it up the tree, which means you won’t have to find a branch to throw a rope over. A hanging feeder has less of a chance of spooking game than a tripod feeder, and because the Hang’M High extends over 5 feet away from the tree, unwanted critters won’t be able to disturb it. The 18-pound Hang’M
High features a double-pulley rope hoist tough enough to hold up to 200 pounds of feed. Visit greatdayinc.com or stop by ATA Booth #3613 to learn more.
S4Gear FreeStyle720 Ground Blind Chair
S4Gear FreeStyle720 Ground Blind Chair
In the field, hunters want to be comfortable without having to sacrifice anything in the way of performance. This is especially true when it comes to their ground blind chairs. That’s why the new S4Gear FreeStyle720 promises to be a bestseller this year. The FreeStyle720 features a cantilevered seat that allows you to not only rotate a full 360 degrees in complete silence, but also to traverse a full 360 degrees, meaning you can effectively traverse from window to window to make your shot from any angle while remaining seated. The FreeStyle720 is height-adjustable via the quick leg extensions, and oversized feet are designed to provide stability on nearly any terrain. The closed-cell moldedfoam seat is wonderfully comfortable, and the lightweight FreeStyle720 sets up in just
Sky Archery Arrow Rake
Ballistic Discharge Box
Burt Coyote Pink Lumenok
20 seconds. Visit s4gear.com or stop by ATA Booth #3643 to learn more.
Sky Archery Arrow Rake
Sometimes the simplest solutions are the best ones. The Sky Arrow Rake is one such solution. When archers lose expensive arrows in the grass while shooting outdoors, the Arrow Rake makes their search easier, faster and more effective. Made of no-rust stainless-steel, the rugged Arrow Rake twists into the end of any spare metal or carbon arrow. And with an MSRP of just $9.99, the Arrow Rake makes a great impulse purchase item to keep near your register. Visit skyarchery.com to learn more.
Ballistic Discharge Box BowTech Assassin
North Mountain Stealth Vision Hats
Crossbow users frequently need a safe way to discharge their bolts in the field. The answer to this problem is the new Ballistic Discharge Box. The Ballistic Discharge Box is designed in the familiar upright target style, so crossbow users will have no problem hitting the mark instead of the ground. This must-have crossbow accessory weighs a mere 13 pounds, so it’s easy to transport it into the field. The Ballistic Discharge Box is rated for 375 fps and offers easy, two-finger arrow removal. Visit bigshottargets.com or stop by ATA Booth #3452 to learn more.
Burt Coyote Pink Lumenok BowHitch Archery Ground Blind Buddy
Pink seems to be everywhere in archery, and for good reason. It’s attractive, easily visible and, in the case of the Pink Arrow Project, signifies that sales of a certain product benefit breast cancer research. Joining the Pink Arrow Project in 2011 is the Pink Lumenok from Burt Coyote. Like other Lumenok models, the Pink Lumenok does
not rely on switches or moving parts to turn on. Instead, this bright lighted nock features two tiny metal contacts below the shoulder of the shaft that are sealed against the electrically conductive carbon or aluminum arrow shaft at the shot. This completes the circuit, powering the replaceable battery to the LED and turning the Lumenok on. Visit lumenok.net or stop by ATA Booth #504 to learn more.
BowTech Assassin
Ready. Aim. Kill. That’s what BowTech’s 2011 Assassin—a fully loaded, R.A.K.equipped bow—is designed to do. This incredibly lightweight bow weighs in at just 4.8 pounds when R.A.K. equipped (the bare bow is only 3.8 pounds!) and is packed with BowTech’s innovative features: E-Lite Zero Tolerance limb pockets, adjustable rotating draw-length modules, protective InVelvet top coat and the Binary Cam System, which promotes flawless accuracy and shooting consistency. As part of the R.A.K. package, the Assassin comes factory-equipped with a TruGlo Apex sight, one-piece Ultra-Lite Quiver, Octane Hostage XL rest, 4-inch Light Stabilizer, wrist sling, alloy peep and Dura-Flx string-dampening components, all at a price that will have your customers grinning. Visit bowtecharchery.com or stop by ATA Booth #2537 to learn more.
North Mountain Stealth Vision Hats
North Mountain Stealth Vision Hats provide extra camouflage when and where you need it most. The brim of the Stealth Vision Hat is constructed of camouflage mesh. When you’re close to your target, simply tilt your head down. The camouflage Continued on page 70
Rinehart Targets Woodland Buck
Compass Game Works The Action Back
T.R.U. Ball Quickdraw
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Flextone Game Calls Echo HD
X-Factor Outdoors Bow Stand Continued from page 68
mesh covers the upper part of your face while still allowing you to keep an eye on the animal in question. When it’s time to shoot, simply raise your head. The Stealth Vision Hat is ideal for stalking situations or any time where you need to get really close. Visit stealthvisionhats.com or stop by ATA Booth #3648 to learn more.
BowHitch Archery Ground Blind Buddy
Staying organized and ready for anything is critical to a successful hunt. That’s why ground blind hunters will love the new Ground Blind Buddy from BowHitch Archery. Featuring a unique L-bracket and a sturdy, non-tip design, the Ground Blind Buddy keeps your bow off the ground and close at hand until you need it. Constructed of 100-percent aluminum, the lightweight Ground Blind Buddy is guaranteed not to rust. Visit bowhitcharchery.com or stop by ATA Booth #3240 to learn more.
Hoyt CRX
Compass Game Works The Action Back
Planning a food plot? Want an efficient way to spread feed? Then you’ll definitely want the exceptionally versatile Action Back. Featuring an adjustable downspout and reducing inserts, The Action Back can be used to spread any size feed, seed or fertilizer. For small areas, The Action Back can be worn on your back. If you need to cover more ground, simply attach The Action Back to your ATV. With the hanging attachment and plug-in digital timer, The Action Back can be hung and set up to spread feed during prime hunting hours. Visit compassgameworks.com or stop by ATA Booth #824 to learn more.
Wildgame Innovations Buck Bran Frenzy
Rinehart Targets Woodland Buck Vortex Optics Talon HD
Proper pre-hunt practice can help ensure Rak’d Up Hunting Technology Package
bowhunting success, and there’s no better way to practice than with the new-for-2011 Woodland Buck from Rinehart Targets. This lifelike 3D target is constructed with new Solid FX Foam technology and features a replaceable locking insert for an incredibly durable, long-lasting target. With a simulated weight of 120 pounds, the ultra-realistic Woodland Buck sports eight-point antlers and an alert-forward head. An outlined vitals area helps archers hone shot placement, and the Woodland Buck can accept field points, broadheads and expandables. The Woodland Buck is also resistant to sun, moisture and extreme temperatures so you’ll never have to worry about how the weather is affecting your target. Visit rinehart3d.com or stop by ATA Booth #325 to learn more.
T.R.U. Ball Quickdraw
T.R.U. Ball releases have been winning over tournament archers and bowhunters alike for years. New for 2011 is the impres-sive Quickdraw release. The Quickdraw features a rope connection between the head and strap, minimizing torque and promoting better accuracy. The Quickdraw also features T.R.U. Ball’s new speed buckle strap, an innovation that allows you to connect or disconnect in just seconds. Visit truball.com or stop by ATA Booth #843 and #941 to learn more.
Flextone Game Calls Echo HD
The new Echo HD from Flextone Game Calls is one of the most advanced game calls ever offered. The programmable Echo HD is preloaded with 100 ultra-realistic calls. The Echo HD’s base unit features quality directional speakers to fool even the wariest quarry, while the handheld remote works up to 300 yards away. The backlit, easy-to-use LCD interface makes for quick sound selection even at night. Continued on page 72
Scorpion Venom Archery Stick Wax
LimbSaver XBS Crossbow Silencing Kit
Plano Crossbow Case
Inside Archery 70 December 2010
Continued from page 70
The water-resistant and rubber-coated Echo HD can be used in all weather conditions. And at just 3 pounds, the Echo HD is easy to transport using the included lanyard. The Echo HD comes with rechargeable batteries. Visit flextonegamecalls.com or stop by ATA Booth #2415 to learn more.
Hard Impact Technologies Penetrator
X-Factor Outdoors Bow Stand
X-Factor Outdoors manufactures outstanding stabilizers and silencers that have quickly earned this company a reputation for quality and performance. For 2011, X-Factor Outdoors is offering a convenient camo Bow Stand. If you’ll be spending any time in a ground blind this year, you’ll want to grab one of these attractively priced stands. The X-Factor Bow Stand keeps your bow exactly where you want it—upright and ready to shoot. The Bow Stand is also available in black. Visit xfactoroutdoors.com or stop by ATA Booth #2865 to learn more.
Alpine Archery F1 Fireball
Hoyt CRX
We’ve heard that in some parts of the country, bowhunters have been putting off buying a new bow for the last few years due to the economy. Those bowhunters are going to have a very hard time resisting the latest from Hoyt. The 2011 CRX is an outstanding bow packed with the kinds of features bowhunters crave. From the ultrasleek Tec Lite riser to the new XTS Pro Arc limbs to the super-fast Fuel Cams, the CRX was built for speed, accuracy and silent shooting. Additional features include a Silent Shelf to keep the arrow from contacting the riser and eliminate noise in critical hunting situations, an In-Line Roller Guard, an offset stabilizer position for perfect balance and StealthShot, an improved elastomeric damping material to help deliver a silent shot. Visit hoyt.com or stop by ATA Booth #2621 to learn more.
SKB Heavy Duty ATA Crossbow Case
Easton Tracer RLi
Hot Shot Stan Potts Signature Series
Wildgame Innovations Buck Bran Frenzy
High-protein and high-fat Buck Bran from Wildgame Innovations is packed with the nutrition deer need while still offering a taste they crave. Now Buck Bran is available in pellet form to use with feeders for more effective dispersal. Made from extruded rice bran, cracked corn, molasses, soybean
Inside Archery 72 December 2010
Axcel Dealer-Only ArmorTech-HD
meal and vitamins and minerals, Buck Bran Frenzy is easy to digest and specially formulated to deliver plenty of energy to your herd. Pour Buck Bran Frenzy directly onto the ground or run it through a feeder to deliver feed at specific times. Visit wildgameinnovations.com or stop by ATA Booth #2313 and #2515 to learn more.
Vortex Optics Talon HD
video-editing software, a hunting game and a field bag—in short, everything you need to capture, edit and share the hunt of a lifetime. Rak’d Up also offers hunting apparel. Visit rakdup.com or stop by ATA Booth #3239 to learn more.
Scorpion Venom Archery Stick Wax
When archery dealers and retailers make
Like most people these days, your customers are probably looking to get the most for their money. Luckily, Vortex Optics packed a whole lot of features into the pleasingly priced Talon HD binocular series. Talon HD binoculars feature high-density, extralow dispersion glass for superior clarity, resolution and color accuracy. XR glass coatings maximize light transmission through the optical system for outstanding detail and brightness. Rugged Talon HD binoculars sport scratch-resistant ArmorTek on external glass surfaces. Twist-up eyecups provide for comfortable viewing. Talon HD binoculars come with a soft carry case, neck strap, tethered objective lens cover and rainguard. Visit vortexoptics.com or stop by ATA Booth #405 to learn more.
Plano Crossbow Case
The new Plano Crossbow Case was designed to fit a wide variety of crossbow models and styles, making it extremely versatile. A patented Pillar Lock System keeps your crossbow protected no matter what, and multiple tie-down straps and locations ensure the perfect fit for any size and shape of bow. Protective high-density foam padding is customizable for increased protection. A tail-stock casing adjusts to fit long and short tail stocks. The Plano Crossbow Case also features bolt and quiver storage areas in lid. Visit planomolding.com or stop by ATA Booth #1431 to learn more.
Rak’d Up Hunting Technology Package
More and more bowhunters are interested in recording their hunts to share with friends, to analyze their shots or just to be able to enjoy again later. The new Rak’d Up Hunting Technology Package makes recording a hunt easier than ever. This complete package includes an HD camera, an archery/firearm mount, a notebook,
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requests, Scorpion Venom Archery listens. In 2011 Scorpion Venom is responding to dealer requests with the introduction of the Stick Wax. This convenient archery lubricant penetrates to the string’s bundled core, coating all the fibers. The Stick Wax reduces string friction when drawing and releasing. Odor-free and waterproof, the Stick Wax is what dealers have been asking for.
Visit scorpionvenomarchery.com or stop by ATA Booth #430 to learn more.
LimbSaver XBS Crossbow Silencing Kit
Black Widow Lures
With states all over the country loosening restrictions on crossbow use for hunting, more and more archers are giving horizontal bows a try. Take advantage of that swell in popularity by offering the phenomenal XBS Crossbow Silencing Kit from the geniuses at LimbSaver. This kit offers everything a bowhunter needs to eradicate the noise and vibration that frequently accompanies shots from high-powered crossbows. New for 2011 is the Stirrup Dampener, which attaches to nearly any foot stirrup to take noise and vibration reduction to the next level. Visit limbsaver.com or stop by ATA Booth #1123 and #1239 to learn more.
Mission Craze
Hard Impact Technologies Penetrator
Norway Industries Mathews Branded Fusion Vanes EP Hunting Black and Pink Red Eye Peep Sights
The brand new Penetrator arrow from Hard Impact Technologies utilizes patented Weight Transferring Technology to increase kinetic energy and maximize penetration. The unique Weight Transferring system is housed near the front of the arrow, providing improved stability and accuracy. To engage the system, simply point your arrow up before loading it into your crossbow or compound bow. The system
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will remain engaged until impact. Visit hardimpacttech.com or stop by ATA Booth #240 to learn more.
Alpine Archery F1 Fireball
The Alpine F1 Fireball is pretty much everything you could ask for in a bow— super fast, smooth, quiet and, best of all, affordable. The F1 Fireball features Alpine’s Velocitec cam with patent-pending Dynamic Load Balancing Technology. The new dynamic designed forged riser is finished in Mossy Oak Break-Up Infinity camo and fitted with brown hardware, an antiquated medallion and a comfortable rosewood grip. This high-performance bow blazes arrows at 337 fps. And all of this comes at the very wallet-friendly price of just $579. Visit alpinearchery.com or stop by ATA Booth #2201 to learn more.
SKB Heavy Duty ATA Crossbow Case
The 2SKB-8010-M Crossbow Case with wheels saw significant upgrades for 2011 to accommodate most of the crossbows produced by TenPoint, Parker, Barnett, Diamond Stryker, Darton, Horton and other leading crossbow manufacturers. The new 2SKB-8010-M is now ATA-rated and molded of High Density Polyethylene. Rigid EPS foam inserts provide superior protection while attractive embossing adds structural support to the case’s lid.
Heavy-duty hinges and metal twist latches provide a tight and secure fit that keeps dirt, dust and moisture out of the case. An expanded interior features Velcro straps and compression pads to keep your crossbow secure, and the lid will hold 12 bolts. Transport is made easy with a convenient top handle and wheels. Visit skbcases.com or stop by ATA Booth #807 to learn more.
Easton Tracer RLi
Tracer lighted nocks offer a microchip-controlled flash mode, permanent on/off capability and a 90-hour lithium battery. An easy-to-set-up magnetic trigger works dependably, emitting a steady beam of light until striking the target and entering the super-visible flash mode. Tracer nocks are available to fit almost every hunting arrow and crossbow bolt. Now new Tracer RLi combines the popular Tracer features with a replaceable long-life lithium battery. Tracer RLi two-packs include two Tracer RLi nocks, two weighted practice nocks and an extra battery. Visit eastonarchery.com or stop by ATA Booth #1421 to learn more.
Hot Shot Stan Potts Signature Series
Fans of Stan Potts are no doubt familiar with his reliable little red release. The Hot Shot Stan Potts Signature Series combines the concept of that red release with the Hot Shot Tempest. The Stan Potts Signature Series provides for a perfect ergonomic fit and features additional surface area where an archer’s fingers touch to eliminate finger tingle and numbness. The 2-Thirds case design creates a space where each internal part stays in place, eliminating sear misalignment and misfires. Silky-smooth, ultra-crisp and featuring plenty of adjustability, the Stan Potts Signature Series is available in three- or four-finger models. Visit hotshotmanufacturing.com or stop by ATA Booth #2230 to learn more.
Axcel Dealer-Only ArmorTech-HD
Differentiate yourself from your competition by offering dealerexclusive products. A great example is the Axcel Dealer-Only ArmorTech-HD line, available now in Lost Camo, Realtree APG and Mossy Oak Break-Up Infinity. Patent-pending technology, innovative design and incredible accuracy make the ArmorTech-HD and ArmorTech-HD Pro sights stand out in a crowded product category. The ArmorTech-HD features T.C.V. (True Center Vision) scope design, A.F.T. (Armor Fiber Technology) fiber protection and a Mathews Harmonic Damper. The ArmorTech-HD is available with four, five or seven pins in .010, .019 or .029 fiber size. Visit axcelsights.com or stop by ATA Booth #843 to learn more.
Black Widow Elk, Mule Deer, Moose and Hog Lures
Black Widow Deer Lures has been widely known for years as a producer of supremely fresh whitetail deer lures. For 2011, Black Widow has added Elk, Mule Deer, Moose and Hog lures to its product line. All Black Widow lures are bottled within 24 hours of collection to ensure that you receive the freshest lure possible. In addition, each bottle is dated so consumers can be confident that they’re using the lure in the season in which it was intended to be used. Visit blackwidowdeerlures.com or stop by ATA Booth #2443 to learn more.
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Darton Archery Serpent
Shadow Hunter Total View Blind
Mission Craze
Incredible performance and unbelievable adjustability—that’s the 2011 Mission Craze in a nutshell. The 28-inch axleto-axle Craze features a generous 7.5inch brace height, weighs a mere 3.75 pounds and rips arrows at 306 fps. But the Craze’s amazing adjustability is what will be delighting archers across the country in 2011. The Craze’s draw length can be adjusted from 19 to 30 inches, and the draw weight can be adjusted from 15 to 70 pounds, all without changing the limbs or cams or even using a bow press. Just adjust the module and you’re ready to shoot. All that adjustability makes the Craze the perfect bow for just about anyone. Visit missionarchery.com to learn more.
Norway Industries Mathews Branded Fusion Vanes
Loyal Mathews fans will love the new
Beman ICS Speed
Magnus Ground Swat Tactical Eclipse
Norway Mathews Branded Fusion Vanes. Like the other Fusion vane models, Mathews Branded Fusions feature Norway’s unique two-polymer vane—a soft base lends itself to superior adhesion while a stiffer blade material makes for unmatched durability. The high-profile Mathews Branded Fusions are just over 2 inches and offer spectacular accuracy. Available in either black or white, the Mathews Branded Fusion Vanes sport the familiar Mathews logo in classy metallic gold. Visit duravanes.com or stop by ATA Booth #2439 to learn more.
include two new colors, black and pink. Both colors will be available in an extralarge size for added light transfer. The innovative Red Eye peep sight utilizes a convex entrance pupil that’s larger in size than traditional concave peep sights. Based on the proven design of how a binocular gathers extra light, this design provides for better aiming in low-light situations. The Red Eye peep sight is easy to install and offers consistent anchoring before each shot. Visit ephunting.com or stop by ATA Booth #2513 to learn more.
EP Hunting Black and Pink Red Eye Peep Sights
For 2011, Darton has enhanced its crossbow line. The 2011 Serpent has a new tactical look and a lighter weight but features the same performance that made it a hit in 2010. The one-piece stock features a pistol grip and a wider forearm section with a flare that keeps your hand out of the shooting plane. Perfect for treestand or ground blind use, the compact Serpent has a narrow front end and perfect balance. This crossbow is capable of reaching speeds of 325 fps. The Serpent is available in Realtree APG HD camouflage. Visit dartonarchery.com or stop by ATA Booth #2301 to learn more.
One lesson we learned last year is that bowhunters love having the ability to customize their hunting rigs. EP Hunting helps you take advantage of this by expanding its Red Eye peep sight line to
Darton Archery Serpent
Shadow Hunter Total View Blind
Banish blind spots forever with the brand new Total View Blind from Shadow Hunter. The Total View features groundbreaking corner windows to provide a full 360 degrees of viewing and shooting. The Total View’s corner windows also make it easy to draw a bow in the blind. Thoughtful details like an aluminum exterior, insulated walls, a carpeted floor and Shadow Hunter’s Silent Shadow Window System make the Total View Blind a must-see for 2011. Visit shadowhunterllc.com or stop by ATA Booth #527 to learn more.
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Beman ICS Speed
Speed kills. The flattened trajectory of an ultrafast arrow makes for accurate, lethal shots. If your customers want to maximize their speed, have them take a look at the new Beman ICS Speed. Constructed of lightweight, multilayer carbon fiber with tight tolerances and ViBrake Hot Tail inserts, the ICS Speed is one deadly arrow. The ICS Speed weighs as little as 6.6 grains per inch and features high tolerance straightness. The sleek design of the Hot Tail inserts makes for easy installation and reduced weight, cutting down noise and tightening groups. Visit beman.com or stop by ATA Booth #1421 to learn more.
Timbergear Buck Pole
Magnus Ground Swat Tactical Eclipse Bear Home Wrecker
Morrell Buckshot Series Targets
The new Magnus Ground Swat Tactical Eclipse line includes the ideal garments for ground blind hunters. Eclipse clothing is reversible—one side features Magnus Ground Swat Tactical camouflage and the other side is black to help hunters blend into the interior of a blind. Ground Swat Tactical camo is a large-format, non-situational pattern that is designed to break up the human form at any distance. With its large, natural shapes, Ground Swat Tactical can help you blend into any environment from the prairie to the woods. Included in the Eclipse line are a fullzip fleece jacket, a long-sleeve T-shirt and a full face mask. Visit magnusbroadheads.com or stop by ATA Booth #1135 to learn more.
Timbergear Buck Pole
Bowjax Enhancer Stopper
Getting a downed animal from the field to your truck can be, well, a drag. But thanks to the Timbergear Buck Pole there’s an easy alternative to dragging. The Buck Pole makes getting your trophy out of the field a cinch no matter what kind of terrain you’re dealing with. Constructed of highstrength, lightweight steel, the Buck Pole features heavy-duty straps and a comfortable, ergonomic design. The rugged Buck Pole is also quick to assemble. Visit timbergear.com or stop by ATA Booth #2879 to learn more.
Bear Home Wrecker
Spot-Hogg Bulletproof Pins
Female bowhunters will love the 2011 Bear Home Wrecker. This compact and lightweight bow was designed specifically for women. The Home Wrecker features Bear’s patent-pending Dual Arc String Suppressors, a perimeter-weighted
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Arrow Precision Inferno Firestorm
G5 Prime Centroid
Archer Xtreme Carbon Helix Quiver
Moon Shine Attitude Attire Muddy Girl Camouflage
NuFletch Fusion Vane Instant Fletch
APA Innovations Viper V7
modular single cam for smooth performance and Flared Quad Limbs. With speeds of up to 280 fps, this bow will do some serious damage come hunting season. It won’t, however, do serious damage at the cash register—the 2011 Home Wrecker comes with a budgetfriendly MSRP of just $399.99. Visit beararcheryproducts.com or stop by ATA Booth #2401 to learn more.
and improved design simply fits over the top of your old stopper so that you do not need to worry about removing it. No glue or tape is required to keep the Enhancer Stopper in place. The super-soft shell ensures that your Hoyt suppressor is as quiet as possible. Visit bowjax.com or stop by ATA Booth #3056 to learn more.
Morrell Buckshot Series Targets
For 2011, Morrell is introducing the Buckshot Series, a pro-shoponly target series. The Buckshot Field Point Target measures 21x23x12 inches and weighs in at 21 pounds. This long-lasting target is an eye-catching orange with bullet-hole bull’s-eye patterns and the new Buckshot logo. The Buckshot Broadhead Target measures 18x16x18 inches and weighs just 15 pounds. The Buckshot Broadhead can handle repeated blows from even the fastest bows with both fixed-blade and expandable broadheads. Both Buckshot Targets feature Morrell’s Multilayered Density Design, an E-Z Tote Handle for wonderful portability and easy arrow removal. Visit morrelltargets.com or stop by ATA Booth #1221 to learn more.
In most cases, a bowhunter is only as good as his equipment. Damage to a crucial accessory, especially if you’re far from the closest repair service, can mean the end of even the most wellplanned-for hunt. That’s why Spot-Hogg will be equipping all of its sights with its rugged Bulletproof Pins. These nearly indestructible aluminum pins offer fully protected fiber optics that won’t snap or crack no matter how much abuse they take. And since durability doesn’t mean much if a product doesn’t perform, Bulletproof Pins gather lots of light to stay extra bright even in low-light conditions. Bulletproof Pins will be available in customizable colors and three sizes to meet the needs of every hunter. Visit spot-hogg.com or stop by ATA Booth #2026 to learn more.
Bowjax Enhancer Stopper
G5 Prime Centroid
The Enhancer Stopper from Bowjax provides an extra-soft landing for your string on your Hoyt string suppressor. This new
Spot-Hogg Bulletproof Pins
Prime, G5’s new bow line, is a premium line featuring bows that virtually eliminate cam lean. With proprietary Parallel Cam
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Technology, Prime bows boast a design that balances the load equally on each side of the cable to eradicate cam lean, reduce horizontal nock travel and decrease limb fatigue. The forged 7000 series T6 aluminum riser is ultra-strong and durable for increased stiffness and reduced hand-shock, while C-1 Laminated Limbs provide for improved consistency and accuracy. The 34-inch axleto-axle Centroid weighs 4.3 pounds, features a brace height of 7 inches and reaches speeds of 330 fps. Visit g5prime.com or stop by ATA Booth #3249 to learn more.
Archer Xtreme Carbon Helix Quiver
Brand new for 2011 is Archer Xtreme, an innovative new accessory company that manufactures the kind of products hardcore bowhunters want most. One of those products is the Carbon Helix Quiver. This lightweight quiver features two high-modulus 3K Carbon support rods for exceptional strength and vibrationdampening properties. Vibration is also eradicated through the use of the rubberized Vibration Absorbing Coat. The quick-detach Carbon Helix mounts to any bow through a special Quad Lock System that provides for one-hand operation and solid mounting. The Carbon Helix holds five arrows of any diameter and can accommodate both fixed-blade broadheads and expandables. Available in Blackout, Realtree APG, Mossy Oak Treestand and Mathews Lost Camo, the Carbon Helix is a quiver sure to win the hearts of bowhunters everywhere. Visit archerxtreme.com or stop by ATA Booth #2033 to learn more.
The Firestorm is rated at an incredible 375 fps. The precisionmachined F.I.R.E. Tech riser provides for a narrow 19-inch width when the crossbow is cocked, and the integrated foot stirrup and riser combine to allow for an impressive 14-inch power stroke. The Firestorm’s blazing speed comes from the radical cam technology. The Firestorm also features an integrated step-through machined foot stirrup, a light 3.5-pound trigger pull, ambidextrous autosafety and an anti-dry-fire trigger mechanism. Standard accessories that come as part of the basic package include a multi-reticle scope, quick-detach quiver, four carbon bolts, a rope cocking device, a padded shoulder sling and rail lube. Visit arrow-precision.com or stop by ATA Booth #434 to learn more.
APA Innovations Viper V7
APA Innovations makes extraordinary high-performance bows packed with thoughtful, innovative features. The 2011 Viper V7 is no exception. This 31.5-inch axle-to-axle bow boasts a brace height of 7 inches and an IBO rating of 332 fps. The Viper V7 features the Venom V2 adjustable-draw single cam, a new roller guide and sleek HE (High Efficiency) 3 Stage limbs. Lighter, faster and quieter than previous models, the Viper V7 is absolutely dead in the hand at the shot. Like other APA bows, the Viper V7 features the Fang Riser with built-in bow hanger, the convenient Bow Grip for easy carrying and the handy Tool Centre. Visit apaarchery.com to learn more.
NuFletch Fusion Vane Instant Fletch
The NuFletch Instant Fletching System is a groundbreaking nonglue fletching system. It allows archers to re-fletch arrows instantly in the field without jigs or glues, and it provides for increased penetration and improved accuracy. Perfect alignment and spacing are easy to achieve with this unique, easy-to-use system. For 2011, NuFletch has partnered with Norway Industries to develop a Fusion-type vane compatible with the NuFletch system. Fast, quiet and extremely durable, the Fusion Instant Fletch features an ultra-thin base for use with the NuFletch system. Now archers can have the performance of a Fusion vane and the convenience of the NuFletch system. Visit nufletch.com or stop by ATA Booth #3003 to learn more.
Moon Shine Attitude Attire Muddy Girl Camouflage
Moon Shine Attitude Attire manufactures outdoor-inspired casual wear. Moon Shine’s eye-catching designs and modern take on traditional values have been winning fans all over the country. Now, with the introduction of Muddy Girl Camouflage and the Muddy Girl Designs line, there’s even more to love about Moon Shine Attitude Attire. This ultra-cool camouflage pattern and clothing line were designed specifically for women who want to showcase their passion for the outdoors. Muddy Girl Camouflage and Muddy Girl Designs will be released in January 2011. Visit shineattire.com or stop by ATA Booth #3040 to learn more.
Arrow Precision Inferno Firestorm
The Inferno Firestorm from Arrow Precision packs an enormous amount of performance into a very economically priced crossbow.
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Marketplace
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Marketplace
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I n s i d e
t h e
i n d u s t r y
Retail in Detail by Darron McDougal
A
djustable Youth Bows • There are two types of youth-bow buyers. The first is ill-advised and is focused almost solely on the bow’s price tag. The second is the well-informed and forward-thinking consumer who is looking primarily at practicality. By practicality, I mean a bow that will fit the archer for more than just one season of use. In my many years of experience as an archery service technician I have witnessed far too many archery customers who have purchased a youth bow based on the price tag alone. In those cases the bows often lack the appropriate fit that young archers need to shoot consistently for either target archery or bowhunting. If a bow barely fits from the get-go, it is obviously not going to fit the young archer in the years to come. The result is always wasted time and money. Here’s your call to action. •••••••••••••••••••••••••••••••••••••••••••• Inform Your Customers • Poor youth-bow purchases are generally based on a lack of knowledge. Don’t enable your customers to make poor choices. Teach them about what it takes to fit a youth bow properly, and how the right youth bow can fit correctly for several years. In your efforts stress the importance of fit, adjustability and quality. These are the key things that will enable a youth to not only enjoy the sport, but to excel in it. You might even go as far as to offer in-shop seminars on “Youth Bows and Young Archers.” What many dealers find is that after such educational activities aimed at young archers and their parents, youth-bow sales increase dramatically. •••••••••••••••••••••••••••••••••••••••••••• Choose Quality • When choosing youth bows for your inventory, make quality one of your goals. Never base your purchases solely on cost. You also need not spend a fortune to bring in quality youth bows. I would suggest discussing the matter with other reputable archery pro shops in another state or province. Ask which youth bows are doing best in their shops and why. This will prove invaluable as you make your own effective youth-bow purchasing decisions.
Offer a Variety and Adjustability • When dealing with young archers you must remember they come in all shapes and sizes. It rarely works to offer just one youth bow and expect that it will be ideal for every young archer. You’ll likely need to offer several styles of youth bows, and be sure that each is widely adjustable in draw length and draw weight to accommodate every size of young archer that may enter your store in pursuit of a practical youth bow. The grip on a youth bow is also extremely important. Young archers with small hands are going to need a bow with a different grip than youth archers with larger hands. With the right grip and widely adjustable draw length and weight, you will be able to cater a specific bow to a prospective young archer that will last that archer a minimum of several years. And, of course, you’ll need to keep quality youth bows in stock in several different price ranges. •••••••••••••••••••••••••••••••••••••••••••• Build Their Self Esteem • Offering an adjustable youth bow in your store is only the beginning. Young archers may give up on archery rather quickly if they aren’t encouraged and enlightened by someone who is already accomplished in the sport. Say things that will give them the impression that they are doing well and that with additional practice they will continue to improve. If you can sense that they are struggling with keeping their anchor point consistency or some similar setback, quickly offer to help them with their shooting. Your expertise can turn the tide as you help them overcome their troubles. One of the things I find in helping young archers is that if things aren’t improving right away, it’s often best to just hang it up for that day, asking them to return for another session on another day. In other words, don’t push young archers too hard. The best option is generally to start fresh at another time. I have routinely experienced better success with young archers when using this method. •••••••••••••••••••••••••••••••••••••••••••• Add Value • You can effectively add value to a youth-bow sale by offering your customers free draw-length adjustments as they are needed in the future. Adjusting many of today’s youth bows is a cinch and will only take up a few minutes of your time. Ongoing expertise and service like that creates repeat customers. •••••••••••••••••••••••••••••••••••••••••••• Follow-Up Calls • Some parents won’t come back to your store overly often once they’ve purchased everything they feel they need for their young archer or archers. Your curiosity may lead you to wonder how they and their kids are progressing with their shooting form and the like. The truth is there is no need to wonder when those parents are just a phone call away. Most customers will sincerely appreciate a friendly follow-up call. If you can follow a proven process like the one I have outlined in this article, you can and will satisfy many parents and their young archers each and every year. Be informative, offer quality, selection and adjustability, and watch your customer base broaden as a result.
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