Inside Archery March 2010 by Zebra Publishing Inc

March 2010

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Inside Archery • Volume 13 Number 2

P e o p l e

36 Power of Participation Rod Shepley, Steel Force

David White, Cajun Archery/Hot Shot Manufacturing

Richard Cianfrocco, True Quiet Treestands

Cathryn Helmers, Big Rack Trophy Products

Butch Thomas, Morrell Targets

38 Cover Story: New Archery Products

Bill and Sherry Krenz

New Archery Products is bolstering its distinguished product

line with a bold and aggressive new strategy.

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Tr e n d s

48 SPECIAL REPORT: Confident and Enthusiastic in Columbus

Bill and Sherry Krenz

The archery industry’s most comprehensive review of the 2010 ATA Trade Show

in Columbus, Ohio.

84 Bow Report: Hoyt Carbon Matrix 88 SPECIAL REPORT: Talk of the Show!

Bill Krenz

Forty of the most talked about new archery accessories introduced at the

2010 ATA Trade Show.

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Inside Archery â&#x20AC;˘ Volume 13 Number 2

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10 Inside Track What Prompts Consumers to Buy?

14 Inside Archery Dealer School 88 Do You Know Your Competition?

20 Industry News

Information that will keep you up to speed on the latest news,

events and people in the archery industry.

30 ATA Action

2010 ATA Show Inspires Sales, Savings and Long Term Growth

83 Archery Industry Calendar 104 Marketplace 106 Solutions Greg Staggs The Value of Leadership 48

Inside Archery ( Vol.13, No. 2) 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, P.O. Box 9010, Maple Shade, NJ 08052.

Inside Archery 8 January 2010

Inside Archery 9 March 2010

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Inside Track What Prompts Consumers to Buy? Every manufacturer and marketer in archery would like to know exactly what causes consumers to buy specific products. Such inside information would allow them to plan presentations for maximum effectiveness. According to a November 2009 survey conducted by Southwick Associates, 53.8 percent of the hunters surveyed agreed that they prefer to purchase products within brands that they already know and trust. No surprise there. What consumer doesn’t lean toward that which feels safe and minimizes the risk of making a buying mistake? Exactly half of all respondents also said that they rely heavily, when making their buying decisions, on the opinions and advice of other experienced hunters. Again, no surprise. We would all like to be able to consult with someone more familiar with a particular product category before plunking down our hard-earned dollars. That’s undoubtedly as true for bows and broadheads for whitetails as it is for melons and other produce in the grocery store. Is that melon really ripe? Is this broadhead really perfect? But that leaves the other half of respondents who apparently seek out other sources of information and influence before opening their wallets. And here’s where things got both interesting and revealing. While consumers, even those taking a survey, are understandably hesitant to admit that they are influenced by print or electronic advertising of any sort, Southwick’s respondents were clear in their leanings. Well over twice as many surveyed hunters reported that their buying decisions were influenced by magazine advertising than by TV commercials. In fact, just 5.2 percent of hunters cited television as an influence in their buying. In-tune manufacturers are hearing that more and more. “Commercials, what commercials? The hunting shows appear at such odd hours that I TiVo the few decent ones and then fast-forward through all those blasted commercials to catch just the hunting action.” That’s the gist of what hunters are saying about television’s buying influence. “I like the action but either disregard or altogether skip the commercials.” The same is being reported about website advertising. One forum poster wrote, “I’ll admit that I’m more apt to look at ads in print than on a website.” Another said, “I have never, in about ten years of Internet use, clicked on an online ad. Ever. I probably notice maybe one or two a week and that’s just a mini-second before I move on.” Brand loyalty, mentor-like influence and sharp, colorful, unavoidable, durable print advertising prompts consumers to buy.

Bill and Sherry Krenz Editor and Publisher Inside Archery 10 March 2010

Publisher & Founder

Sherry Krenz • sherry@insidearchery.com

Editor & Founder

Bill Krenz • bill@insidearchery.com

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Managing Editor

Michaelean Pike • michaelean@insidearchery.com

Associate Editor / Online Editor Dan Smith • dan@insidearchery.com

Contributors

Tracy Breen • Michael Corrigan • Patrick Durkin Bob Humphrey • Mark Kayser • Greg Staggs • Brian Strickland

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Advertising Sales Administrator April Foley • april@insidearchery.com (877) 499-9988 ext. 115

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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 March 2010

Dealer School I heard a story recently that illustrates the importance of truly knowing your competition. After careful market research, a woman opened a small, high-end pet supply shop. The store, located in an urban area where people spent a great deal of money on their pets, had a boutique feel, and its high quality, homemade dog treats were an instant hit. The shop owner dedicated more and more floor space to the dog treats, and the shop was extremely successful for the first few years it was open.

Do You Know Your Competition?

“

The truth is that ignoring your competition is a mistake that could cost you your business.

”

And then a similar shop opened nearby. The owner of the first shop was unconcerned. After all, she had a group of regular customers who appreciated the quality of her products and her high level of customer service. That strategy worked until the new shop began offering organic, grain-free dog treats. As the original shop lost more and more of its customer base, the shop owner resorted to lowering her prices in desperation. Not only did that cut into her profit margin, but it also undermined the exclusive, boutique feel of her shop. While her shop slowly went out of business, the new shop thrived. But the story doesn’t end there. Other high-end pet supply stores opened. Some failed quickly, others managed to stay open for years. When the latest recession hit, nearly all of these shops went out of

Inside Archery 16 March 2010

business as pet owners decided their dogs were just as happy with grocery store treats as they were with high-priced organic treats. What does this have to do with your archery shop? If you want to survive in retail, you must know your competition. As much as you would like to believe that knowing your business inside and out and providing superior customer service are enough to keep you afloat, the truth is that ignoring your competition is a mistake that could cost you your business.

Who is Your Competition?

This seems like an easy question. Obviously, any other local archery pro shops are competitors. The big-box outdoor stores are competitors. Wal-Mart is competition. Those are your obvious competitors. They’re retail establishments in your local area that sell the same type of merchandise and/or provide the same services that you do. But you have other competitors as well. The Internet makes it easy for potential customers to find alternative sources for the products they buy. Many archery retailers now allow customers to shop for equipment at any time of the day or night from the comfort of their own home. The Internet also allows bow owners to sell their bows online, so potential customers may opt to save money by purchasing a used bow rather than a new one from you.

And then there’s the competition you may not have considered. Believe it or not, Chuck E. Cheese is one of your competitors. How? If you have customers with children, they may choose to spend money on a day at Chuck E. Cheese—money that might have been spent at your shop. Florists are your competitors. So are supermarkets. Your

local bank is a competitor too, as customers may choose to put money in a savings account rather than spend it with you. In short, anywhere that competes for your customers’ hardearned dollars is a competitor.

Being Prepared

Once you understand who you’re competing against, you should learn

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 pages 18 & 19. 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 MAXXIS bow from

Inside Archery 17 March 2010

Th Montis Winn h’s er!

Pat K

Wyoming A ey Kemmerer,rchery WY

Dealer

Comment

Which entities are your fiercest competition—Wal-Mart, mail order or other local archery shops? And why do you see them that way?

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“

Our biggest competitors are the retail shops that are in it for fun. Their prices are sometimes just over invoice, and we simply cannot compete with their pricing. In order for a professional shop like ours to survive, we need to get the proper markups. Of course, those low prices attract customers, but the service provided by these ‘hobby shops’ is minimal at best.

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Darron McDougal • J’s Archery Pro Shop - Antigo, WI

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Mail order is our biggest competition because people can search for and purchase products 24/7 without ever leaving home.

Wade Winchester • Foutz Hunting & Fishing Shop - Cape Girardeau, MO

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----Seasonal stores like Wal-Mart are our biggest competitors. Late in the season they lower their prices below cost.

Jesse Miller • B.B.O. Archery - Rantoul, IL

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----Other local shops. We actually benefit from mail order and the superstores as they do not provide service.

David Steinberg • Gem Sports - Syracuse, NY

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----All of the above—Wal-Mart, mail order and other pro shops. I know this because customers will tell me they just looked at or bought a product from one of my competitors. They’ll usually also tell me how my prices and selection compare.

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Maggi Gifford • Burr Oak Outfitters - Glouster, OH

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Right now our biggest competitor is eBay and archery internet forums. Lots of buyers are choosing one- to two-year old used bows instead of new.

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Morgan Dugger • Xpert Archery - Farmington, NM

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––----Cabela’s. Most of the local employers hand out Cabela’s Bucks to their employees as incentives. But if I can get people into my store, they usually come to me for my expertise and service on archery equipment and spend their Cabela’s Bucks on non-archery items.

Pat Key • Wyoming Archery - Kemmerer, WY

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I have a number of other pro shops around me, but I don’t see them as competition. We help each other—if I don’t have something in stock, I’ll send the customer to another shop that does and vice versa.

”

Gregory E. Paris • Horn Hunt’n Outfitters - Jasper, TN

Inside Archery 18 March 2010

all you can about your competition. First, focus on those competitors that do the same things you do—other archery retailers and service providers. How much do bows cost at competing archery shops? How much are your competitors charging for various services? Are your prices in line with those of your competitors? If not, is there a good reason for that? You also need to ensure that the products and services you’re offering are the products and services your customers want. Check out what your competitors have in stock and make sure that you’re not missing out on a hot-selling item. Also, talk to your customers to see if there are products they’ve seen sold by other archery retailers that they would like to see in your shop. Once you’ve evaluated your direct competitors, it’s time to consider your indirect competitors—the supermarkets and banks of the world. How can you convince potential customers to spend money on archery products rather than flowers, chicken nuggets or shoes? The best way to handle indirect competition is to make sure customers want to spend money in your shop. Offering irresistible deals, coupons and sales will bring potential customers into your store and make it more likely that those customers will spend money with you.

Reducing the Risk of Copycats

Like in the pet supply example at the beginning of this article, one successful retail establishment generally inspires other people to open similar establishments. If you’re the only archery shop in town and you’re obviously successful, you can expect that eventually someone else will want to get in on the action. And, in many cases, the people most likely to open a competing retail store are the friends and family of the owner of the original store. So what can you do? The best way to avoid the damage done by copycats is to prevent them from opening in the first place. Obviously, once someone opens an archery shop, there’s little you can do about it. But if you make it clear that running an archery shop is one of the most timeconsuming jobs you could have with very low profit margins, other people will be less likely to decide to open their own shops. Even if you love your job, make sure everyone knows how hard you work. The retail world is not a friendly one. By staying aware of your competition and keeping track of what they are up to, you will be able to stay one step ahead of your competitors.

Dealer

Comment

How do you keep abreast of what your retail competition is doing?

The following are selected responses from the Inside Archery Dealer School Survey presented in our October 2009 issue. Are you interested in participating and possibly winning a FREE 2010 Hoyt bow in the process? See page 17 of this issue for more information. ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––-----

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We visit other stores as often as we can. Plus our customers keep us up to speed on what other retailers are doing.

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Neal Kiehne • Archery Unlimited LLC - Etna, WY

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I read all of the mail order catalogs I can so I can check their prices against mine.

Mickey O’Kane • Gem Sports Supply Inc. - Syracuse, NY

I occasionally drive to competitors’ stores to check prices and see what items they have stocked. I also ask what items seem to be selling best in their stores.

Thomas B. May • Top Pin Archery - Custer, SD

I get a lot of information online. I’ll also hang out at local archery shoots to hear what shooters are talking about between rounds.

”

Tom Selby • TVS Archery - Garden City, KS

“ “

”

My customers let me know what other shops are selling.

Don Auge • Auge’s Archery - Great Valley, NY

It’s humbling to have my customers know more about the archery circuit than I do, so I make sure that I’m scoping out other stores to stay informed.

”

Sharon Makowski • Archery Pro Shop - Waco, TX

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Word of mouth! Customers are always calling to get bids and they’re often happy to tell us what other dealers are charging.

Bill Lay • Lay’s Archery - Coffeyville, KS

Inside Archery 19 January 2010

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Industry News Greg Easton Promoted to President of Easton Companies

Greg Easton has recently been promoted to president of Jas.D.Easton Inc. and will be responsible for corporate strategic plans, management review of all subsidiary operations and the transfer of corporate operations to Salt Lake City. Easton began his career with the company in 1989 holding various positions with the Team Sports Division and was promoted to president of Easton Technical Products in 2001. He also serves as vice chairman of the ATA Board. Easton will replace Erik Watts, who has retired after thirty years of working to strengthen the Easton brand. “Greg has spent twenty years preparing for the challenge of managing the Easton companies. He is developing new and exciting plans that are moving us into new product areas and business opportunities while maintaining Easton’s core focus on archery. Greg’s diverse experience, accomplishments and leadership position him well to take over the reins at Easton,” stated Watts. Easton will also continue with his current responsibilities as president of Easton Technical Products and Watts will continue to serve as a director on the Jas.D.Easton and subsidiary boards, a part-time advisor to the Easton Foundation and a director of the USA Archery Foundation and the National Field Archery Association. Watts plans to spend more time bowhunting, traveling for fun and working on his golf game before pursuing

Easton’s Erik Watts (left) and Greg Easton.

any future investment or advisory opportunities. For more information, log onto www.eastonarchery.com or call (801) 539-1400.

Muzzy Presents Tall Man Award to ATA’s Jay McAninch

Archery Trade Association CEO Jay McAninch received the Muzzy Corporation’s Tall Man Award at the ATA show in Columbus, Ohio, this year. The award is given to those deemed by Muzzy to go above and

beyond in promoting and protecting the future of archery and bowhunting. The ATA has worked to encourage archery and bowhunting throughout the nation since 1953 and McAninch has been with the ATA in his current capacity since 2000. “I am extremely honored to receive this award,” McAninch says. “The list of previous Tall Man recipients includes people that I admire. I’m especially humbled that the award is presented by Michele and her family who have worked so hard to make Muzzy a highly respected company and a longstanding influence on archery and the industry.” McAninch and the ATA have provided funding to state wildlife agencies that support the archery industry. Organizations like the National Archery in the Schools Program and the Explore Bowhunting Program have benefited greatly from

ATA CEO Jay McAninch is awarded the Muzzy Tall Man Award.

Inside Archery 20 March 2010

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Industry News Continued from page 20

communities will have the same opportunity to participate in archery as they do to play football, baseball, basketball, gymnastics and other sports,” McAninch said. In appreciation for all of McAninch’s contributions to the world of archery, Muzzy congratulates him on being selected as the Tall Man Award recipient. For more information, log onto muzzy.com or call (866) 387-9300.

Outdoor writer Dwight Schuh is awarded the Fred Bear Archery and Bowhunting Communicator Award during the 2010 ATA Trade Show in Columbus, Ohio.

McAninch’s guidance of the ATA. “We decided to focus all dollars on state wildlife agencies to put staff in place and to help build

programs and facilities for promoting archery and bowhunting throughout the country. We are working toward a future where kids in urban

Inside Archery 22 March 2010

Dwight Schuh Awarded the Fred Bear Communicator Award

Long-time bowhunting and outdoor journalist Dwight Schuh was awarded the Fred Bear Archery and Bowhunting Communicator Award during the ATA Show in Columbus, Ohio. Continued on page 24

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Industry News Continued from page 22

Zebra Publishing The award recipiBrings Associate/ ent must honor the Online Editor Onboard traits that Fred Bear In anticipation of the launch embodied including of a new and highly interachonesty, professiontive website in upcoming alism and a commitmonths, Zebra Publishing ment to archery. The Inc. has created the position award is jointly of online editor to manage sponsored by the content and communicaProfessional Outdoor tion involved with a more Media Association aggressive web presence. and the Archery Trade Dan Smith has joined the Zebra Dan Smith, who is a Association. This is Publishing team as the online editor for the launch of the hunter with an education only the second time company’s new website. and background in journalthe award has been ism, will be overseeing the increased presented. “Receiving this award is a valida- responsibilities of the new site which tion of the efforts I’ve put into the will feature magazine content, blogs, industry,” said Schuh. “I’ve tried to social network links and much more. be a good outdoorsman and a good He will also assist with the editing writer; and I believe they go hand in and content creation of the print hand. I’ve studied writers and writing editions of Bowhunt America and so I can communicate what bow- Inside Archery. Zebra Publishing Inc. hunting means to me. I am a bow- is excited to bring Smith on board to help propel the ever-growing popuhunter at heart.” Schuh has over a quarter of a larity of its publications and open century of outdoor journalism under new avenues online. his belt and has taken 23 big game species in North America and 10 Hunters Heritage species in Africa with a bow and Group Acquires arrow. He has written nine books and High Country Archery lectures extensively at sport shows Hunters Heritage Group LLC acquired assets and inventory from and banquets. Continued on page 26 “Schuh’s accomplishments and commitment to archery and bowhunting define what this award is all about,” said POMA Chairman Chris Chaffin. “During his decades of involvement as an archery and bowhunting journalist, Dwight has grasped the ideals, fostered the commitment and displayed the talent Fred Bear showed during his storied career.” For additional information about the Professional Outdoor Media Association (POMA), log onto www. Hunters Heritage President Nathan Land professionaloutdoormedia.org or call is now working with his organization under the High Country Archery trade name. (814) 254-4719. Inside Archery 24 March 2010

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Industry News Continued from page 24

High Country Archery in October 2009 and began doing business under the High Country Archery trade name in January 2010. Hunters Heritage President Nathan Land has been in the archery industry for

over 20 years working in product design, marketing and customer service. He and his wife Jill have plans to boost High Country Archery’s image from the ground up. Prior to the acquisition, High Country

Inside Archery 26 March 2010

was under Chapter 11 restructuring bankruptcy. “You can have the best product in the world, but if you don’t have a good service team to stand behind your product, it won’t be a success,” Land said. “We have a new group of enthusiastic professionals and a debt free company that is poised to not just survive but thrive in these challenging economic times.” High Country Archery’s 26 years of business have produced notable products such as the 65-percent letoff cam, the Hatchet Cam, the first extruded aluminum riser and the first carbon riser. High Country Archery also introduced draw length adjustments without modules and the roller-guard to the archery industry. Land stated, “The strength of the intellectual property accompanied with the well known brand as High Country Archery is a huge asset for a new company like ours to expand upon. Ultimately, success comes down to a passionate team with solid principles, and a solid business plan. With that being said, my goal as a manufacturer is to continue that legacy by producing quality products backed by superior service. This will allow more dealers to become successful in this economy, and ultimately using the sport of archery to be a ministry for uniting friends and family.” High Country Archery was founded by Land’s father Spencer in 1983 and has focused on manufacturing high-grade compound archery equipment for special applications in the hunting and competitive archery arena since its inception. For additional information, log onto www.highcountryarchery.net or call (423) 443-4185.

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Industry News Continued from page 26

Carbon Express Joins with Whitetail Freaks

Notable industry personalities get their heads shaved at the Baldy Awards during the 2010 ATA Trade Show in Columbus, Ohio.

Baldy Awards Raised $88,000 for Cancer Research at ATA Show

Prominent members of the outdoor industry took a seat on stage to have their heads shorn and raise money for cancer research during the ATA Show Baldy Awards in Columbus, Ohio. Tim Mangum of Muzzy, the Price brothers of Lumenok and Real Tree’s David Blanton all got their heads shaved to show solidarity with cancer patients and raise money to fight the disease. The well-known philanthropic barbers included Brian “Pigman” Quaca, Lee and Tiffany Lakosky, Travis “T-Bone” Turner, Michael Waddell, Fred Eichler and other notables from

the industry. The event raised $88,000 that will go toward the Arnold S. Leonard Cancer Research Fund, which brings the 12-year total raised from the ATA event to $830,000. “With phase one of human testing just a few weeks away, everyone in the archery and hunting industry should be proud to know what they are accomplishing,” said ASL Chairman Rob Evans. “A special thanks goes out to the entire ATA board for their trust and allowing us a forum to move this great research forward for the past 12 years.” For more information, log onto www. aslcancerfund.org or call (612) 341-9498.

Inside Archery 28 March 2010

Arrow manufacturer Carbon Express is adding Don and Kandi Kisky of the Outdoor Channel’s Whitetail Freaks to the Carbon Express Pro Staff. “Joining the Carbon Express Team is very exciting and is a great milestone for us. We look forward to shooting the company’s newest series of technically advanced precision arrows,” stated Don Kisky. “The quality craftsmanship and precision of their arrows is well known within the hunting industry and we are proud to be stewards of the Carbon Express brand.” Don will be shooting the Carbon Express PileDriver series, which delivers heavy penetration, while Kandi will shoot with the accuracy enhancing Mayhem series. “It is a great honor to have Don and Kandi Kisky join the Carbon Express Pro Staff, they are very accomplished hunters and great ambassadors to the sport of archery,” stated Stephen Graham, the company’s director of marketing. For additional information, log onto www.carbonexpress.com or call them at (800) 241-4833.

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Action 2010 ATA Trade Show Inspires Sales, Savings and Long Term Growth The 2010 ATA Trade Show, held January 13-15 at the Greater Columbus Convention Center, drew nearly 12 percent more attendees than in 2009. It featured 478 exhibitors, 25 more than in 2009. The total included 90 first-time exhibitors along with 24 startup companies in the ATA’s new Innovation Zone. The exhibitors combined to rent 154,320 square feet of booth space, nearly 1,400 more square feet than 2009. The show—the industry’s largest and most inclusive event— achieved three things critical to providing value to ATA members: • Boosted sales for manufacturers • Increased savings for retailers • Maximized industry investments for archery and bowhunting programs nationwide “The ATA Trade Show is a unique and important component in our overall strategy,” said Gary Cornum, marketing director for Easton Technical Products. “Our sales force is here, our retailers are here, our pro staff is here, all the manufacturers are here and the ATA is here. There’s no other place, or venue, or time of year where we have the opportunity to

The 2010 ATA Trade Show increased its participation on many levels. There were 25 more exhibitors than last year, including 90 first-time exhibitors and 24 startup companies in the ATA’s new Innovation Zone for up and coming products. There were also 1,400 more square feet rented out than in 2009 totaling 154,320 square feet of booth space.

The ATA Trade Show received a 12-percent bump in attendance from 2009 and many booths noticed an influx of serious buyers who were ready to put in orders on the show floor.

have everyone who matters in one place.” Muzzy Products CEO Michele Eichler said, “The Show had a positive, upbeat atmosphere that was absolutely wonderful. During the few times we got a break in traffic, it let us catch our breath and get ready for the next onslaught. The dealers were buying. Order-writing went very well, at least even or above last year.” Sims Vibration Laboratory Founder/President Steve Sims said, “It has been a good show for us for years. Being there is a really important part of our business. I was able to launch this company 12 years ago because of the ATA Show. I wouldn’t have an archery company without it.” TruGlo Sales Director Mark Garcia said, “Traffic was probably average for us, but the retailers were very serious about business. They sat down and wrote orders. They weren’t just kicking tires. They got down to business. On a scale of 1 to 10, order-writing was probably a 7, so it was a solid show for us.” Toxonics Owner/President Scott Slates said, “Everyone attends the Show to see who’s got the latest hot products. Whether they buy there or go through their buying group, they attend because the entire industry is gathered under one roof. It’s the one venue where you see everyone, along with the latest archery products. The ATA always puts on a quality show. This year was no different. We were very satisfied.” At the ATA Trade Show, attendees found the most exhibitors, the widest range of products and the greatest diversity of archery and bowhunting professionals. There’s also the direct contact, the ability to touch and test the products and the opportunity to talk directly to those who have developed the products. “Most importantly, we understand that attending the show is a business decision,” said ATA President/CEO Jay McAninch. “To that end, we will continue to keep our costs as low as possible and we will urge exhibitors to offer show specials and good pricing, we will work with buying groups like ARRO and NABA so they can service their members at our show and we will pledge to maintain the largest, most inclusive collection of archery and bowhunting industry representation in the world.

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Action Upward Trends

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Externally, McAninch hopes several show trends suggest the world economy is improving. For instance, international attendance continued growing, with 51 percent more international retail and distributor companies attending. International manufacturers also showed

increased interest in the U.S. market and the ATA Trade Show. Further, exhibitors brought more staff to the 2010 Show, a reversal from 2009 when many cut staffing to save travel expenses in the face of a weak economy. The ATA verified nearly 3,300 exhibitor staff members at the show,

about 650 more than in 2009. “We brought our normal number of staff last year, but we ramped it up this year,” said Johnny Grace, vice president of new business development at Parker Compound Bows. “We increased our booth space and our demo area this year because we had a lot more happening, so we needed extra folks on the floor.” Cajun Archery President/CEO David White said the 2010 Show exceeded his expectations. “This was the best show we ever had,” White said. “We had great traffic in the booth, we wrote orders and we had better sales than a year ago. We were very busy, and the people we saw were serious.” Doinker Founder/Owner Bill Levin said, “The Show was very, very successful for us. There didn’t seem to be any downtime. We were busy from the time the show opened until late into the third day. We do a fair amount of orderwriting at the show, but most of our orders come later.” Exhibitors also rented a record 40 shooting lanes for the show. “We had a lot of people trying out our bows in the shooting lanes,” said Hoyt Marketing Manager Jeremy Eldridge. “Our shooting lanes were packed nonstop.”

Big Buck Tags Saved Big Bucks

Many exhibitors took part in the ATA’s new Big Buck Tags coupon program, which offered retailers $5,000 worth of coupons to use when placing orders. Every retail shop attending the show received the coupon book, which helped drive dealers into exhibitors’ booths. “We were very pleased, very excited about how we did. The ATA’s Big Buck Tags program was a hit,” said Primos Hunting Calls COO Jimmy Primos. “A ton of dealers came through. We launched several major product lines, and dealer acceptance was tremendous.” Taylor Edwards, Gold Tip sales representative said, “Order-writing was definitely up. The Big Bucks Program worked out well. I personally wrote probably 20

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orders off those coupons. It seemed like a lot of dealers were there. I was happy with the show.” The Big Buck Tags program addressed exhibitor and retailer demands highlighted in a 2009 post-show survey. The survey—initiated by ATA and conducted by Responsive Management—found nearly 70 percent of retailers rated it “very important” to save money on product by attending the show. “You can’t afford not to come here,” said the owner of The Archery Shop in Minster, Ohio, Bill Ernst. “There are always good deals. You just have to watch what you’re buying and make sure you understand the deal. I’ve been here five days total, and it’s not cheap, but it’s well worth it. You more than cover your costs.” Dealers attending the Show also took advantage of other savings and incentive programs to help offset travel and lodging costs. For instance, the ATA offered reduced hotel rates—some as low at $99 per night—through its reserved hotel block. Show attendees were also offered exclusive discounts for eateries in the convention center’s food court and discount coupons for high-end restaurants near the show venue.

to manually record the registration, but online transactions automatically register attendees.” Those weren’t the only programs that benefited attendees. Buddy Poindexter of Poindexter Bait Inc. in Gallatin, Tennessee considers the show’s morning seminars to be consistently valuable. “The seminars are one of the best benefits of coming here,” Poindexter said. “I’ve heard all the speakers at least once, and even the ones I’ve seen more than once always have something different to say. Going to the classes helps us do a better job for the customer, helps justify charging a little more for our services and allows us to talk to other dealers to find out what they’re going through. It’s a great opportunity to learn about the industry.” Tracy and Sandy Taylor operate Taylor’s Archery in Lynchburg, Tennessee and their shop enjoyed its best year ever in 2009. “We’re hoping for even better things this year because we plan to expand the shop,” Sandy said. “We go to the classes to learn all we can. We attended the grassroots marketing class this year to improve our marketing for the shop. The class was very good.”

Savings, Efficiency and Education

Investing in Archery’s Future

Also this year, the ATA launched an online registration system. Registration opened November 12 to everyone in the industry. By January 8—four days before the Show opened—7,000 people registered online, with more than 1,000 pouring in during the final week before the Show. “Online pre-registration was so overwhelming that it was the biggest ATA Trade Show story of the past year,” McAninch said. “Pre-registrations for the all-important dealer-buyer-distributor category met or surpassed its three-day attendance figures at several previous shows.” Each time attendees register online, they save the ATA money by reducing the workload at ATA offices. A faxed or phoned-in registration requires someone

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Conservative estimates indicate the event generated $8 million to $10 million in direct spending by ATA Trade Show attendees in Columbus; a substantial economic impact. The event creates a ripple effect that benefits not only the host city, but also long-term efforts extending far beyond the Show. Not the least of those benefits goes to growth of archery and bowhunting, a return on investment for the industry. The ATA Trade Show net revenues are directed into projects to grow archery and bowhunting. They include: • School-based archery instruction, primarily through the National Archery in the Schools Program (NASP). Other programs include Olympic Archery in Schools

• After-school archery programs such as the After School Archery Program (ASAP) and the Junior Olympic Archery Development program (JOAD) • ATA’s development and imple mentation of the new Explore Bowhunting Program • Constructing and refurbishing archery ranges • Planning and construction of indoor and outdoor community archery parks and shooting centers • Protection and promotion of new or existing bowhunting programs • Support for recruitment staffing for selected state agencies • Contributions to the Easton Sport Development Foundation Centers for Archery Excellence In addition, the centerpiece of the ATA’s efforts to grow archery and bowhunting is its Community Archery

Strategy, a concept that typically begins with developing an archery shooting park and facilities where archers can shoot yearround. This is followed by a concerted effort to establish introductory archery and bowhunting programs into schools and recreation programs. “We attend the ATA Show not just to see our dealers and introduce our product lines,” said PSE Marketing Director Blake Shelby, “We’re here to support the ATA, because the ATA is supporting the entire industry by working for our sport’s future. This is a long-term investment for PSE. It’s not about the show’s location or how many orders we write here. The bottom line for everyone in this building is that we need to be here for our sport.” All of it, however, depends on a strong annual ATA Trade Show. Without the Show’s tremendous funding capabilities, many established programs would have to look elsewhere for their operating

Inside Archery 35 March 2010

revenues. McAninch said the ATA maximizes show revenues for these programs by using its own staff to run the show, and relies on volunteers whenever possible. “Our purpose is to create business forums for industry professionals attending the show, rather than coordinate social functions for them,” said McAninch. “We want programs that save time, money and effort for everyone attending the show. If a program doesn’t meet those objectives, we improve it or try something else.” The 2011 ATA Trade Show returns to Indianapolis, January 6-8. “We’re excited about returning to Indianapolis—the site of our show’s long-term success—and Indy’s revitalized downtown,” he said. “The convention center is connected to three new hotels where we can offer rooms for less than $100 a night. The city is also packaging substantial discounts for convenient parking and restaurants. I think Indy has the potential to be another record show.”

P E OP L E

The Power of

Archery Industry Members Participating in the Sport

David White President—Cajun Archery / Hot Shot Manufacturing South Africa Eland Bow: Arrow: Broadhead: Sight: Rest: Release:

Richard Cianfrocco CEO —True Quiet Treestands New York Whitetail Bow: High Country Excalibur Arrow: Gold Tip Broadhead: Trophy Ridge Mini Blaster Sight: TruGlo Rest: TM Hunter Release: Tru-Fire

Inside Archery 36 March 2010

Elite GT500 PSE Carbon Force Radial X Weave Steel Force Phat Head Spot-Hogg QAD Ultra-Rest Hot Shot Infinity

Participation Cathryn Helmers Graphics Director—Big Rack Trophy Products Wisconsin Whitetail Bow: Martin Cougar Arrow: Gold Tip Expedition Hunter Broadhead: Muzzy MX3 Sight: HHA Food Plot: Big Rack Fall/ Winter Extreme

Rod Shepley Pro Staff—Steel Force Alberta Whitetail Bow: Arrow: Broadhead: Sight: Rest: Release:

Butch Thomas Sales and Marketing Manager—Morrell Targets Texas Whitetail Bow: Arrow: Broadhead: Sight: Rest: Quiver:

Mathews S2 Carbon Express Grim Reaper Extreme Archery Trophy Taker Mathews ArrowWeb

Inside Archery 37 March 2010

Hoyt Katera Easton Axis Steel Force Phat Head Sword Trophy Taker Carter

oday is not yesterday. That is one of the few cardinal rules of our existence. What we once knew, even what worked so well at one time, tends to gradually slip away as things inevitably change all around us. That happens both in life and in business. The key is to keep up. In fact, the most effective way to cope with change is to help create it. One perfect example of an archery company that today is progressively dealing with change is New Archery Products. The company was on top of the archery game for decades, then down a bit, but is now diligently working its way back up once again. It’s rolled with change, sometimes pushing the changes, at other times being buffeted by them. “It pays to keep track of where you are on what sometimes can be a rollercoaster,” explains Andy Simo, founder and president of New Archery Products. “For over two decades we’d been on top of the market, leading the way with the best-selling broadheads and first-rate arrow rests. From the late 1970s well into the new millennium we actually changed the way bowhunters looked at those two product categories. We raised the product bar, developing better broadheads like the NAP Razorbak 5, the immensely popular Thunderhead and the Spitfire, and we innovated new and better arrow rests like the NAP Plunger Flipper Rests and our later QuikTune arrow rest series. Retailers and archers around the world responded to

those ultra-quality products and we prospered. “But as the new millennium rolled in, radical changes were underfoot. Those changes, we believe, were societal changes, not just archery market changes, but they nevertheless began transforming once again how bowhunters thought and how the archery market did business. “Our business philosophy had always been based on the idea of offering ultra-quality products which would sell and stand on their own merits. Like many small businesses, my wife Cherie and I started our business in our basement. I was an archery enthusiast but I was also an aerospace engineer, Obsessed with getting peak performance from my bows, I modified limbs, I experimented a good bit with lighter weight bowstrings

and I began tinkering with new concepts for better arrow rests. That was in the late 1960s and the arrow rests of the day were pretty simple affairs, mostly just carpeted shelf rests and a few stick-on types. What I eventually developed was the NAP Flipper Rest, a radical new arrow rest for the times that featured a Teflon-sleeved stainlesssteel arrow support arm that flipped out of the way at the slightest touch. In spite of the fact that they were the most expensive arrow rests of that day, I sold them almost as fast as I could make them.” At the same time, Simo began working on something entirely new––broadheads. “I was never satisfied with

the broadheads on the market.” Says Andy. “Most shared the same problems. They didn’t fly straight. They weren’t consistent from head to head. They didn’t penetrate especially well. And you had to hand-sharpen them. I started with the premise that a much better broadhead that was ultra-consistent, flew perfectly, had structural integrity, penetrated deeply and was pre-sharpened would sell well regardless of price.” The initial result of that work was the revolutionary Razorbak 5 broadhead, introduced by NAP in 1975. It featured five pre-sharpened blades permanently mounted in a rotating blade cartridge, unprecedented consistency and exceptional flight and penetration characteristics. Regardless of its then-high price, the NAP Razorbak 5 was an immediate hit with bowhunters everywhere. It was the most advanced, best quality broadhead ever offered. “In those early years we did only moderate amounts of marketing and advertising,” reveals Andy. “We placed small black-and-white ads in a few key print magazines and that was pretty much it. We didn’t even have sales reps. Our products sold largely because of their high quality and

because of the positive word-of-mouth that spread the NAP news.” Slowly but steadily, New Archery Products grew. Andy moved the company out of his basement and into a leased storefront in 1977. In 1980, based on increased sales, NAP moved to a 5,000 square-foot building and then, just a decade later, into its present 29,000 square-foot custombuilt facility in Forest Park, Illinois. Along the way, the company developed two of the most successful broadheads of all time––the NAP Thunderhead and the NAP Spitfire in addition to a host of state-of-the-art arrow rests. By the year 2000, New Archery Products had become one of the most successful archery-accessory companies in existence. “What we missed, though,” says Andy, “was that the world was changing. Our success had been built on the notion that a quality product was enough. It had been proven to us in the 1970s, ‘80s and ‘90s that if you offered the best-quality broadheads and arrow rests, archers would eventually learn of them and buy them. A great deal of marketing and other sales efforts were just not needed. “Then, roughly a decade ago, that and a few other key

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things began to quickly change in our society and marketplace. One of the big changes was the rise in the effectiveness of intense marketing campaigns. A quality product was no longer enough. In the new age of communication, buoyed up by vastly improved print and electronic advertising possibilities, new products could be brought to market with startling speed and effectiveness, provided the marketing was splashy enough. To some degree, you could now actually beat the competition with marketing. Strong, effective marketing also displayed the power to propel new companies to the forefront with amazing quickness. Run enough print ads, sponsor enough television shows and you could sell just about anything. “Where we admittedly missed the boat at NAP is that we didn’t see this coming. The role of marketing and advertising is now so much greater today than it was 20 years ago, probably by a factor of at least three. With better communication through improved magazines, television possibilities and the Internet, consumers and trade buyers can be influenced and swayed so much faster and more effectively. “Another key change has been that quality is now much more widespread. Take compound bows for example. Look at all the really superb, highquality bows that are readily available today. It’s genuinely difficult to choose (which also heightens the impact of marketing).

“An even more broadly applicable change is that as a society we seem to have less and less time to do things, even make buying decisions. Few bowhunters, for example, personally take the time to test a wide variety of broadheads today. They go instead with magazine write-ups, celebrity recommendations or quick Internet searches. With improved technology availability, it seems we do more but devote less time to each thing.” The upshot of all this is that the fortunes of New Archery Products faltered a bit as significant change rumbled through the world and the archery market, felling time-tested business ideas like earthquakes cracking and dropping buildings. “In our case,” Andy adds, “we kept going down the same path without fully recognizing that things had changed in how products sold, in how quality across entire product categories had risen and in how consumer mindsets had changed. “Fortunately, we are a forward-thinking company, used to pushing change. Once we identified our problems, we set out to make the necessary corrections.” For most companies, owning up to such oversights is a herculean task in itself. It’s not a simple matter to be truly objective in self-analysis. Plenty can’t begin to manage it. New Archery Products seems to have mastered it.

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Andy Simo is forthcoming in his assessment. “We identified two fundamental areas that required immediate change to re-fit our company for this new age. The first is to dramatically improve every aspect of our marketing. The second is to ramp up our new-product development.” The marketing of a company and its products is nothing less than a battle for the minds of its customers. Those minds can only absorb, understand and embrace so much, which is why it is so crucial today that a company’s marketing be focused, consistent and impactful. “We have long been an engineering-driven company,” declares Simo. “We know how to make quality products. But new-age marketing wasn’t on our resume. To address that properly we knew we needed new thinking, probably younger, more aggressive thinking. We also felt that we

needed someone from outside our company for that task, someone devoid of the pre-conceived notions that any longstanding company inevitably clings to. “After a lengthy search, we hired sales-and-marketing expert (and lifelong avid bowhunter) Brady Arview. Brady came to us after business stints at Winchester Ammunition, Mossy Oak and GSM, all solid outdoor-industry companies. He joined NAP in May of 2009 as its new vice president of sales and marketing.” “Sometimes I think my life and career path was all in preparation for New Archery Products,” says Arview. “I grew up just south of Pike County, Illinois. and remember following my father through the brush and tall grass to deer stands when I was just a toddler. When I was very young I began bowhunting and just never stopped. Bowhunting is my passion. But so is marketing and sales.” “Brady’s chief initial task is to re-invent how everyone sees and perceives NAP and every one of our products,” Andy declares. “That meant a wholesale re-branding of the company from top to bottom,” states Brady. “In the past, the NAP philosophy was to tout individual products over the NAP brand. Each product had its own, different-look packaging, for example. That worked in the ‘80s and ‘90s because product quality was everything. Bowhunters knew they trusted Thunderhead broadheads and that was enough. It also dovetailed perfectly into Andy’s concept that quality

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products could and would stand on their own in the marketplace. “But today that is no longer valid. Today’s bowhunter has many more quality products to choose from, has less time to make that choice and is therefore much more likely to resort to brand-recognition and advertising influence than ever before. There is always a risk in such wholesale company-presentation changes, but Andy and his team had already identified that there was an even greater danger in blind conservatism. “We began our NAP marketing re-invention by updating the company logo, making it sharper and more modern. Then we attacked the company’s packaging with a passion. We scrubbed all the stand-alone looks and unified everything under a single, consistent new NAP theme and look that was darker, bolder and more edgy. That made every NAP product stand out on the shelf. Furthermore, it enabled everything NAP to pull together. “At the same time we repainted all of our other marketing efforts with the new NAP look and theme––print ads, website, TV commercials, point-of-sale banners and posters and more. Everything now presents that same updated, edgy and unified feel. “It’s key to have a strong brand following today. Essentially what we’ve done is re-introduce a longstanding but underutilized brand so that today’s consumers will naturally want to be a part of it. It will be cool to use an NAP product, a broadhead, an arrow rest, a stabilizer, NAP vanes or QuikFletch and whatever we come up with next. There’s an edgy new attitude with NAP, and it’s already having an impact. “Of course, right along with that new and authoritative

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brand attitude is a host of exciting and new NAP products for 2010.” “A few of our better competitors have eaten our lunch in recent years,” Andy Simo admits. “For us that means we must reframe how we think about competition. We now have a sign in everyone’s office that says ‘Love Your Competitors.’ Our new view is that strong competition provides better inspiration. It pushes you to constantly outdo them. We’ve also instituted a new in-house guideline that dictates that for the first couple of days in which we examine a competitor’s product, no one is allowed to bash that product. Our first order of business with such competitor products is to identify the good things about those products, the very things that are making them sell. What we’ve discovered is that if we launch straight into a critique of a product, we are far less likely to be inspired by that product. But if we dwell initially on those things that are good about a specific competitor’s product, we may well find the inspiration to top that product. “Good examples of that are the new NAP BloodRunner broadheads that have been receiving so much positive feedback from bowhunters everywhere. In recent years, the splashy marketing of rear-deployment broadheads has

captured the imagination of lots of bowhunters. We looked closely at those heads, saw what bowhunters liked about them and then developed the even better BloodRunners. “The NAP BloodRunner broadheads, now available in both two-blade and three-blade models, are the nextgeneration of rear-opening broadheads. Unlike older style rear-deployment heads, NAP BloodRunners cut no matter what! They are hybrid rear-deployment heads because they act like a fixed-blade head but expand dramatically upon impact for massive entry and exit holes. There are no clips, O-rings or gimmicks of any kind. NAP BloodRunners are the very first no-fail expandable broadheads. “Also brand new for 2010 are the NAP Thunderhead Edge and Spitfire Edge broadheads. We initially introduced the very first Thunderhead all the way back in 1981. It was an instant hit, we revised it periodically and for nearly two decades it was the best-selling broadhead on the planet. For 2010, the exciting new Thunderhead Edge is shorter for easier tuning, features offset and deep-set blades for maximum blade retention and tactical serrations to slice through flesh and saw through bone. It too, is a new standard in broadheads.

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Continued on page 46

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“The new 2010 Spitfire Edge is the popular NAP Spitfire expandable on steroids. Its razor-sharp offset blades with tactical serrations leave a huge cut channel resulting in startling blood trails.” Brady Arview jumps back in the discussion. “Additionally exciting for 2010 is the all-new NAP Apache Arrow Rest,” adds Brady. “The new Apache is a total-containment, drop-away arrow rest that’s tough as nails, reliable as the sunrise and is conveniently adjustable without tools. Maybe best of all, the new NAP Apache is surprisingly affordable. The NAP Apache Arrow Rest offers everything that discriminating bowhunters want today, plus a best-selling price. “One of the things that continues to amaze and please almost everyone is the growing popularity of NAP’s innovative QuikFletch System. NAP QuikFletch looks classier with its integrated shaft wrap and shoots better with its pre-positioned NAP vanes. It also installs on arrows in just a fraction of the time required for messy, conventional fletching. Individual archers love NAP QuikFletch and savvy dealers are learning that QuikFletch saves them hundreds of hours of fletching time each year while providing arrows that look, shoot and sell better. “New in NAP QuikFletch for 2010 are Pro Series versions. Choose from Michael Waddell Bone Collector

QuikFletch, Lee and Tiffany The Crush QuikFletch or Ralph and Vicki Archer’s Choice QuikFletch.” For Andy Simo and New Archery Products it has been quite a ride, and continues to be. Founded 39 years ago in an arrow-filled basement in Georgia by an aerospace engineer who worked on the Saturn V moon rocket but was also an over-the-top archer, New Archery Products rose to the top of the archery world. It set new standards for broadhead, arrow rest and fletching quality. Today, New Archery Products is re-inventing itself, striking out into a new age of archery with a new attitude and renewed enthusiasm along with sharper, edgier marketing and exciting new products. While not always easy to see coming, change is inevitable. It impacts all of us. In business it can cause sales to go up or down. NAP has seen change do both. But today, the company is on the forefront of change. Today NAP is creating change and producing progress. For more information, call New Archery Products at (800) 323-1279 or log onto newarcheryproducts.com.

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ll sorts of things generate sales. But the two things that have the greatest power to create the most sales—and do so in any sort of economy––are confidence and enthusiasm. It would be a mistake to describe our current, overall economy as robust. Too many folks and businesses are struggling, the job numbers are not good and the trickle down of the recovery seems indeed to be trickling. Yet positive signs do exist, and the archery industry may be one of them.

“At the recent ATA Trade Show, and in general, I think a lot of archery people are feeling pretty upbeat, and especially given the current economic climate,” says Gary Cornum of Easton Technical Products. “We’ve talked about this a lot within our company. Maybe bowhunting is one of those things that people do almost regardless of the economy. In these times people have maybe foregone big vacations and extravagant purchases, but they’ve also shown that they’re not willing to give up chasing whitetails and turkeys in their backyards. In that respect, I think a lot of people are feeling pretty fortunate to be in this industry.” Ben Summers of T.R.U. Ball agrees. “The mood at the 2010 ATA Trade Show could best be described as business-as-usual,”

Inside Archery 48 March 2010

comments Summers. “The existing economic climate as a whole may be tough, but archery retailers have responded well and most have reported experiencing a pretty good 2009, all things considered. Some have even reported their best fourth quarter ever.” What’s behind all this archery optimism at the 2010 ATA Trade Show and elsewhere? “For my customers,” said a dealer from Georgia, “bowhunting is a lifestyle, and not just a pastime. They didn’t buy a new vehicle in 2009 or a new boat, and they certainly didn’t purchase a new house. But they did buy new archery gear. And I see more of that carrying into 2010. That builds my confidence. So does the fact that more people seem interested in hunting right now. We’ve had old customers suddenly show up and more new

1 • Zebra Publishing’s Bill Krenz (left) and Hoyt’s Randy Walk hold the Hoyt Carbon Matrix. This revolutionary new bow’s carbon riser and smooth shot have brought bow manufacturing to a whole new level. 2 • Zebra Publishing’s Sherry Krenz stands by PSE’s souped-up and attention-grabbing pickup parked on the show floor. 3 • Bob Eastman (right) and Keith Strom of Eastman Outdoors stand near a rugged 2010 King Kong Expedition HX stand. 4 • Spot-Hogg’s Cabe (left) and Josh (third from left) Johnson show Zebra Publishing’s Sherry Krenz and Travis Reginek the ins and outs of Spot-Hogg’s newest sights and releases.

2 1 • Martin Archery’s Ryan Martin holds up the Rytera Alien Nemesis bow and shows off its bold and eye-catching design.

2 • TruGlo’s Tony (left) and Paul LoRocco had an exciting lineup of sights to display at this year’s show including the popular Micro-Brite Series. 3 • Zebra Publishing’s Bill Krenz (right) gets the lowdown from Dan Summers of Quality Archery Designs about the popular Ultra-Rest.

4 • Zebra Publishing’s Tara Reginek talks with Todd Vaaler of Gateway Feathers about all the fletching options being offered in 2010.

5 • Tru-Fire’s Steve Tentler (left) shows the new Hurricane Hybrid Foldback Pink release to Bob Fromme of Performance Archery.

people walking in the shop than we’ve seen in years.” Recent hunting-license sales seem to back up that observation. While federal records show that overall huntinglicense sales nationwide held steady at approximately 14.5 million from 2005 to 2007, a new study of key states in four main American regions suggests that hunting-license sales

5 actually rose by 3.5 percent in 2009 in those states. That study focused on states able to provide reliable license sales data on a regular basis. Participating in the study were New York and New Jersey in the Northeast; Florida, North Carolina, Louisiana and Tennessee in the Southeast; Minnesota, Indiana, Tennessee and Texas in the Midwest; and Oregon Continued on page 52

Inside Archery 50 March 2010

Outtech Innovations XII 1 • Jay Scholes of Outtech Innovations kicks off the exciting evening entertainment. 2 • Zebra Publishing’s Travis Reginek talks with Hoyt’s Mauri Crosman (left) about the features of the Vicxen women’s bow. 3 • The Zebra Publishing staff gets a moment with country singer Craig Morgan after his entertaining performance. 4 • TruGlo’s Paul LoRocco (right) gets passionate about the 2010 TruGlo sight lineup. 5 • Allen (left) and Cindy Andrews of Andrews Arrows and Archery won a Bad Boy Buggy during the event and they are seen here with Bad Boy Buggy’s John Skrabo and Megan Watts (right). 6 • Jay Scholes of Outtech Innovations gets the crowd excited and thanks the Outtech team for all their hard work. 7 • Zebra Publishing’s Tara and Tyler Reginek enjoy the festivities. 8 • Country singer Craig Morgan had everyone at the Outtech Innovations event singing along. 9 • Easton’s John Harris (left) and John Gooding manned the Easton booth during the event. 10 • Many prominent archery companies showed off their new 2010 product lines at the packed event. 11 • Zebra Publishing’s Sherry Krenz with John Skrabo of Bad Boy Buggy.

4 6

5 8

10 Inside Archery 51 March 2010

1 • Zebra Publishing’s Bill Krenz (right) listens to NAP’s Andy Simo explain all the advancements in NAP’s 2010 broadhead lineup. 2 • Parker Compound Bow’s Johnny Grace (right) explains the new and exciting features of the company’s 2010 bow lineup.

3 • Gold Tip’s Cody Powell (left) and Kody Walker with an array of Gold Tip’s arrow offerings.

4 • Jay Scholes of Outtech Innovations (left) helps out Rick and Karla Musick of Rick’s Sporting Goods try on ScentBlocker boots at the Robinson Outdoor Products booth. 5 • Copper John’s Doug (left) and Eric Springer promoting new product including the Dead Nuts Third Generation sight.

6 • John Whitehead of Big Game Treestands (left) shows off one of the company’s roomy new 2010 stands.

Continued from page 50

and Utah in the West. The study was designed to be an early indicator of hunting-license sales. Should the 3.5 percent increase hold true nationwide, it would represent one of the largest percentage increases in hunting-license sales in over 20 years.

Combined with growing retailer confidence right now is also an indisputable enthusiasm by everyone from consumers to manufacturers for new product offerings. “I attend the ATA Show each year largely to see and touch all the new products,” repeated dealer after dealer as they visited in the Inside Archery booth at this year’s show. “It’s at the Continued on page 54

Inside Archery 52 March 2010

2 1 1

1 • Bob Eastman (left) and Lennie Rezmer of Eastman Outdoors exhibit some samples from the well-known Carbon Express arrow line. 2 • Hunting celebrity Jim Shockey with members of the Alpine Archery team promoted the Jim Shockey Signature Series Yukon bow and drew a long line of autographseeking fans at the Alpine booth.

3 • Fred Settles of Muzzy Products talks pricing with Trail-NArrow Archery’s Emiline Dotson.

4 • James McGovern of Rinehart Targets (center) takes orders for the company’s popular targets. 5 • Scott Mackie and Laura Francese of MidAtlantic Archery Products with the revolutionary Tri-Van Rest.

6 • Scott Archery’s Marty Cecil (left) and Carlos Rice show off the company’s cutting-edge sights and releases.

Continued from page 52

heart of why we come,” explained a particularly articulate Missouri dealer. “The economy has made things tough for everyone. Today it takes more than usual for customers to hand over that cash, write those checks or slap down that credit card. We––and I mean manufacturers, distributors and retailers––all

have to provide better reasons for our customers to buy. And the best reason of all seems to be an exciting new product that delivers. We brought four people to this year’s show, and our number one goal is to find as many new and exciting products as possible. The more we find, the more comfortable we’ll feel about 2010.” Continued on page 56

Inside Archery 54 March 2010

A Remarkable Show

1 • Lakota Archery had fully costumed native dancers at the show to promote their line of bows. 2 • The Featured Product Room drew large crowds that roamed the aisles checking out newly available products. 3 • The 2010 ATA Trade Show beat last year’s show attendance, even in the midst of a slow economy. 4 • Archery industry icons Norb Mullaney and Arlyne Rhode enjoy the show. 5 • BowTech brought a crowd around their popular booth by giving free tattoos to showgoers. 6 • The indoor shooting areas set up around the convention center gave showgoers the opportunity to sample all the merchandise and get a feel for all the bows on the market. 7 • Outdoor celebrities descended on the show and fans were eager to line up and get an autograph from their favorite hunting personalities. 8 • The Zebra Publishing booth had a heavy flow of new subscribers for Inside Archery and Bowhunt America throughout the show. 9 • Paul Vaicunas of Parker Compound Bows teaches the ins and outs of crossbows at a seminar during the show. 10 • Len Marsh of Macrotech Accessories holds a forum on bow tuning; it was one of the many seminars that helped archery dealers increase their business savvy.

9 Inside Archery 55 March 2010

2 1

1 • Zebra Publishing’s Bill Krenz (left) with PSE’s Pete Shepley showing the 2010 PSE X-Force Vendetta with its smooth-drawing L6 hybrid cam. 2 • Zebra Publishing’s Brandon Johnson (right) discusses stabilizers and sights with Nate Adams of T.R.U. Ball.

3 • GamePlan Gear’s Mike Arajakis shows the ease of using a GamePlan pack with a treestand.

4 • SKB’s Steve Kerpan (left) shows Zebra Publishing’s Tyler Reginek the company’s high-quality bow and crossbow cases. 5 • Greg Easton of Easton Technical Products (left) and Fred Eichler of Easton Bowhunting TV enjoy themselves at the show.

6 • Zebra Publishing’s Dan Smith (left) learns about new scent products with Terry Rohm of Tink’s.

Continued from page 54

BowTech’s Jeff Suiter is of the same mind. “I believe that economic stress raises the bar for manufacturers in terms of delivering innovative new products,” says Suiter. “We’re living in the age of both information and skepticism. Simply claiming to be innovative will not be enough in times like these to

loosen the wallets of consumers who have such a wide variety of product choices and the ability to look beyond marketing hype.” The always-enthusiastic Lennie Rezmer of Carbon Express feels much the same say. “Whether you’re a dealer or a manufacturer, one of the real keys to success in 2010 will be

Inside Archery 56 March 2010

Continued on page 58

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1 • Zebra Publishing’s Sherry Krenz with Keith Dvoroznak of Ripcord Technologies checking out an issue of Bowhunt America at the Zebra Publishing booth. 2 • Wicked Ridge’s Sabrina Simon shows the features of the company’s crossbows to Jim Gooch of Feeders Outdoors.

3 • Pearson Archery’s Jeremy Blackmon (left) and Todd White display the 2010 Ben Pearson Legend.

4 • Janis Melton of Norway Industries holds up the company’s popular Fusion Vanes. 5 • Rick Clark (left) and Ryan Wenmoth of Viper Archery Products. 6 • Kelly Branch of SpyderWeb Targets with one of the company’s durable high-speed targets.

Continued from page 56

having new and exciting products in your store or your catalog. It doesn’t stop there. You still have to offer quality products at the right price points along with on-time shipping and good customer service. But success in 2010 probably starts with the new products you can offer.” A quiet confidence for the new year and a keen enthusiasm

over what’s new laid the groundwork for practically everything that happened at the 2010 ATA Trade Show in Columbus, Ohio, on January 13-15, including attendance.

Strong Attendance Attendance is a good measure of any trade show. More buyers and more exhibitors makes everyone happier. To no one’s

Inside Archery 58 March 2010

Continued on page 60

1 • Zebra Publishing’s Travis Reginek (center) with BowTech’s Katherine Rice and Jeff Suiter showing bows from their 2010 lineup. 2 • Plano Molding’s Jesse Simpkins demonstrates a versatile bow case. 3 • Impact Archery’s Bahram Khoshnood with the fiber-wrap sights the company is known for. 4 • Zebra Publishing’s Travis Reginek (center) shown with Eric (left) and Curtis Price of Burt Coyote/Lumenok. The two brothers shaved their heads at the Baldy Awards to raise money for cancer research.

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5 • Zebra Publishing’s Tyler Reginek and Johanna Campbell of Campbell Outdoor Challenge hold the company’s new hunter-friendly video editing software. 6 • Darrell Bozarth of Grim Reaper Broadheads shows off one of the company’s high-penetration expandable-blade broadheads. 7 • Lancaster Archery Supply’s Jim Long (right) explains the diverse archery product options available to John Godson of Archers Den.

Continued from page 58

surprise, last year’s ATA Trade Show total attendance numbers were down slightly. That can be attributed to a slowing economy and concerns over the 2009 business climate. This year’s total attendance represents a significant turnaround (see chart on opposite page).

It also represents more accurate attendance verification. Up until 2009, ATA attendance numbers simply included all pre-registered and onsite-registered individuals. The problem with that was that not all pre-registered individuals actually ended up attending the show. Each year something between 15 and 20 percent of pre-registered individuals fail Continued on page 62

Inside Archery 60 March 2010

1 1 • Paul Vaicunas of Parker Compound Bows describes the advantages of Parker crossbows to Bob Brown of Eland’s Outdoor World.

2 • LimbSaver’s Alan Lotton poses with the fast and light 2010 LimbSaver Proton.

3 • Doug Smith (left), Jesse Pierson, Eric Presley and Korrey Varwig of Big Dog Treestands surround their Stadium Series XL ladder stand. 4 • Ryan Nielsen of Sportsman’s Outdoor Products (right) explains the ins and outs of new products to Joe Johnston of Pape’s.

5 • Judi Collora of Mrs. Doe Pee’s Buck Lures explains the advantages of the unique scent products she offers. 6 • Bullet Archery’s Jim Nagle and the Centerfire arrow rest.

ATA Trade Show: Comparing the Numbers

–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 2005 2006 2007 2008 2009 2010 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Location Indianapolis Atlanta Atlanta Indianapolis Indianapolis Columbus –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Total Attendance 6764 6628 6112 6752 6304 7043 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Dealers/Buyers/Distributors 2809 2178 2130 2423 2661 2753 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Number of Exhibitors 478 499 459 495 453 479 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Total Booth Space 145,400 155,500 145,100 159,350 152,900 154,320 ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

Inside Archery 61 March 2010

1 • Bear Archery’s Dan Massimillo (right) shows the powerful new Bear Attack to Monsens Sporting Goods’ Gerry Dinesen.

2 • Apple Archery’s Gregg Jenkins (left) and Chris Jordan with one of the company’s high-quality vises. 3 • Cajun Archery / Hot Shot Manufacturing’s Heidi Bowen shows off new product. 4 • John Fisher of Smoke Broadheads (center) explains expandableblade broadhead features to Bob Bottjer of Viper Archery Products. 5 • Firenock’s Forrest Breedlove (left) and Robert Welsh exhibit the company’s illuminated nocks. 6 • Bill Crawley of Badlands (left) explains the light and durable Sacrifice pack to Zebra Publishing’s Bill Krenz.

7 • Kwikee Kwiver’s Shirley Gelinas explains the features of the popular quiver brand to Black Wing Shooting School’s John Richardson.

Continued from page 60

to make the trip to the show, which is about typical for all trade shows that offer such pre-registration. Beginning this year, the Archery Trade Association, in an effort to obtain more accurate attendance numbers, applied a brand new digital software platform that integrated pre-registration with

onsite registration with actual onsite verified attendance. The result is a much truer picture of actual Trade Show attendance. To create an apples-to-apples comparison between all years, the attendance numbers in the above chart for 2005 through 2009 have been adjusted downward from previously reported figures by 17.5 percent, which is the average Continued on page 64

Inside Archery 62 March 2010

1 1 • Leupold’s Andrew York holds the new Vendetta bowmounted rangefinder that allows a shooter to know the exact distance of the animal when the bow is drawn.

2 • Zebra Publishing’s Tara Reginek (right) learns about new products from Jen Kresser of Delta Targets.

3 • October Mountain Products had a busy booth as showgoers learned about the wide variety of products they offer. 4 • Zebra Publishing’s Travis Reginek (left) and James Christian of Extreme Archery Products display the company’s Bone Collector sight series. 5 • Jerry Mullet of America’s Best Bowstrings promotes his products on the show floor.

6 • Bob Eastman (right) discusses distribution ideas with Jim Kinsey of Kinsey’s Outdoors.

7 • Strother Archery’s Brian Park (left) and Vance Upper hold up one of the company’s versatile bows.

6 Inside Archery 63 March 2010

2 1 • G5’s Nate Grace shows off an accurate and quiet new G5/ Quest bow with a slick-looking custom GFade Finish.

2 • Bear Archery/ Trophy Ridge’s Mark Wenberg and Dan Massimillo with the vast array of Trophy Ridge offerings in the sight category including the quick-tuning Judge. 3 • Roscoby Riser Cam’s Richard Millunchick shows off the company’s easy-touse and lightweight riser-mounted video camera. 4 • Will Lawrence (left) of Primos holds the featured Swamp Donkey pellet attractant, the result of 10 years of Primos research.

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5 • Zebra Publishing’s Tyler Reginek checks out some new products with Brian Bychowski of Pine Ridge Archery Products.

4 Continued from page 62

estimated portion of pre-registered individuals who did not actually attend the shows during those years. All that being said, the above numbers now provide a precise look at ATA Trade Show attendance and participation during the past five year period. They show, for example, that

the number of buyers (Dealers/Buyers/Distributors in the above chart) have continued to climb in recent years. They also illustrate that the 2010 Show was the best attended ATA Trade Show, in terms of total attendance, ever. That fact was evidenced by packed aisles and booths throughout the Show. Continued on page 66

Inside Archery 64 March 2010

1 • Elite Archery’s Maggie and Garret Armstrong pose with bows from the company’s striking new lineup at Elite’s first ever ATA Show. 2 • The Crush’s Lee and Tiffany Lakosky pose with the Wildlife Research Center team. 3 • Jason Beuermann and Kathy Troubridge of Excalibur Crossbows show off a crossbow geared toward women.

4 • Scott Slates of Toxonics holds one of the company’s popular sights. 5 • Field Logic’s Mike Nischalke holds Rage SlipCam broadheads, including the new-for2010 SlipCam Titanium 2-blade. 6 • HTM’s Don Henry describes the company’s inline release to Mark Dowdy of Timbucktu Outdoors.

Continued from page 64

Show Events and Activities While industry confidence, enthusiasm and strong attendance underpinned the 2010 ATA Trade Show, each day of the show rolled like a rushing locomotive full of events and

6 activities. This year’s show opened on Wednesday and ran through Friday. On the evening before the first official show day, the sales and marketing group Outtech again hosted a gala event for archery dealers and manufacturers. That event, now in its twelfth year and known as Outtech Innovations, has become

Inside Archery 66 March 2010

a feature at the annual ATA Trade Show. Thousands of showgoers attended again this year, viewed and handled a vast array of new products presented in sneak-peak fashion, renewed old archery acquaintances, made new friends, enjoyed the free buffet compliments of Outtech and the affair’s joint sponsors and at the end of the evening took in the event’s headliner entertainment––a free live concert by country-music star (and bowhunter) Craig Morgan. The ATA Trade Show is truly an interactive show for everyone attending. The heart of the show is the presentation of products and services for sale, but there was more. Each morning of the show, a full two hours before the show doors officially opened, the Archery Trade Association sponsored a remarkable array of free business and equipmentoriented seminars for all those wishing to attend. With dozens of different presentations to soak up, everyone was entertained and informed. A partial list of the most popular topics included Expert Service: Putting the Pro Back in Pro Shops, Understanding Bow Fit and Shooting Form, Target Women and Expand Your Business, Tao’s Bow Tuning Procedures, Grassroots Marketing for Small Businesses, Understanding Sight Leveling, Setting Up and Selling Crossbows and Advanced Lawsuit Protection, Tax Reduction and Estate Planning Strategies. Business was definitely booming at the ATA seminar series. In fact, on Wednesday morning, the first morning of the 2010 show, a record 362 early-risers jammed the ATA seminars. Over the three-morning run of the seminars

Inside Archery 67 March 2010

2 1 • Opti-Logic’s Michael Hammel (left) holds up what may be the smallest laser rangefinder ever made, the Micro I, while Opti-Logic’s Patrick Murphy shows off some of the company’s newest binoculars. 2 • Zebra Publishing’s Sherry Krenz grapples with a sizable snake that Cobra displayed at their booth to promote the new Python sight lineup.

3 • Anderson Bow Company’s Ted Fiock displays one of the lightweight bows in Anderson’s lineup.

4 • Zebra Publishing’s Travis Reginek and Doinker’s Michael McGreevy with one of the company’s popular stabilizers. 5 • The Trophy Rock team with the company’s nutrient-rich antler-boosting mineral lick.

6 • Scott Eastman (right) of Human Energy Concealment Systems (HECS) explains the groundbreaking new technology that helps hunters defeat an animal’s sixth sense.

series, over 1,000 people sat in on the information-packed presentations. An hour before the show doors opened, another set of doors were swung wide. Those doors led to the ATA Trade Show’s Featured Products Room. Filled with excitement, the Featured Products Room showcased many of the newest innovations

and the hottest new products for 2010 from a wide variety of manufacturers. All of those products were conveniently arranged on tables that stretched around the room, making it convenient for eager showgoers to quickly and expediently see and inspect, in one concise location, much of what was new at the show this year. The Featured Products Room was open

Inside Archery 68 March 2010

all day long, and it was commonplace to find the room packed with dealer and distributor buyers jotting down notes on specific items that jumped out at them and making plans to visit specific showfloor booths for more information. Any show attendee could wander through the Featured Products Room. At 9 am on Wednesday the 2010 ATA Trade Show floor opened for the first time and showgoers flooded through the multiple double doors. They were met by nearly 500 exhibitor booths, several miles of aisles, a virtual army of exhibitor and sales-rep personnel, shooting lanes at both ends of the hall and even something brand new called the Innovation Zone. The Innovation Zone was a special uncarpeted area at one end of the show hall reserved for new ATA-member manufacturers, many of whom were start-up companies, who were not yet ready or able to fully invest in a Trade Show booth but nevertheless desired a way to present their innovative new products to showgoers. Twenty-four first-time companies graced that area this year. A total of 40 different exhibiting companies also rented shooting lanes on the ends of the show floor. The ability to actually shoot the new bows, try the new arrow rests and releases and experiment firsthand with a wide variety of other accessories is a huge advantage offered to showgoers by the ATA Trade Show. “Plenty of shows don’t allow products to be either shot or tested,” said ATA CEO/President Jay McAninch. “But this is a show owned and operated by and for the archery industry, and the ATA Board and the show staff clearly understand that shooting the new products is most desirable. We developed the safe shooting lanes several years ago, and they’ve proven to be immensely popular

with buyers and manufacturers alike.” Retail buyers also appreciated the Archery Trade Association’s efforts to incentivize the 2010 ATA Trade Show with a coupon book for retailers valued at more than $5,000 in savings and various discounts provided exclusively to ATA

Inside Archery 69 March 2010

Trade Show attendees at eateries in the convention center food court as well as coupons to high-end restaurants within walking distance of the Show venue. The heart of that Big Buck Tags coupon book was developed by the ATA Dealer Council and ATA Board and was meant

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1 • Robert Maitland of MaitlandUSA holds up the company’s debut bow, the split-limb torque-defeating ZEUS. 2 • Burr & Company’s Tom Burr and Cathy Koning. 3 • Hind Sight’s Don Priebe with the peepeliminating Hind Sight. 4 • Montana Decoy’s Judy and Jerry McPherson stand behind the lightweight and transportable decoys the company is known for.

5 • Kelly Tackett (left) and Britny Boggs of Millennium Treestands sit comfortably in their spacious L200 Double Ladder Stand. 6 • AMS Bowfishing’s Cindy and Jeff Braun enjoyed the everincreasing popularity of bowfishing at the show.

7 • Ripshot’s Matt Graves debuts the elbow-drawn release system.

to drive traffic to participating exhibitor booths as much as it was created to provide retailers with discounts on orders written at the show. Big Buck Tags were given to every retail shop attending and were designed to address exhibitor and retailer demands highlighted in a 2009 post Trade Show survey. Initiated by the ATA and conducted by Responsive Management,

the survey confirmed retailers were highly motivated to attend the Show to save money on product purchases. In fact, 68 percent of retailers attending the 2009 Show identified this reason as very important. Among the dealers who capitalized on the coupons was Bryan Partee, the owner of Escape Outdoors in Mountain

Inside Archery 70 March 2010

1 • Rick Bednar of TenPoint Crossbows explains the advantages of the ACUdraw system to Rose Brandon of Vance Outdoors. 2 • Butch Thomas of Morrell Targets (left) had a busy show filling out orders for the company’s wide line of targets.

Home, Arkansas. “The Big Buck Tags coupon book was a benefit,” he said. “Anytime you can save a few dollars it’s a benefit you can’t turn down.” Partee also emphasized that, coupons or not, the annual ATA Trade Show generates big savings. “I probably saved about 10 percent or more on every order I placed by being here,” he said. “If you place $50,000 worth of orders here, the manufacturers’ show discounts save you about $5,000. And that’s a big benefit.”

“The Big Bucks Tags coupon book worked surprisingly well for us,” said Janis Melton of Norway Industries. “The program created some extra excitement, drove dealers to our booth and even had them wearing our caps.” Woven straight into the buying-and-selling fabric of the 2010 ATA Show were also a variety of related and noteworthy awards, signings and fund-raising events. In the midst of numerous Salesman of the Year, Dealer of the Year and

Inside Archery 71 March 2010

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1 • T.J. (left) and Dan Fisher of AAE stand behind a display of high-profile Max Hunter Vanes. 2 • Zebra Publishing’s Sherry Krenz (left) with Buck Stop Lure’s Phyllis Shilling and Don Garbow. 3 • New Breed Archery’s Kyle Null (left) and Old Faithful Outdoor’s Lowry Croxdale show of the recently launched high-speed New Breed Archery bow lineup that includes the Genetix, the Cyborg and the Nemisis.

4 • HHA’s Chris Hamm (left) explains the features of the new crossbow Optimizer Speed Dial to a dealer.

5 • Norman Wood of Mountaineer Sports holds up one of the company’s life-saving Rescue One Controlled Descent Systems. 6 • Keyes Hunting Gear’s Jeff Keyes and some of the stylish new hunting apparel in store for 2010.

Distributor of the Year awards, Muzzy presented ATA’s Jay McAninch with its prestigious Tall Man Award, an honor bestowed on an individual known to have gone above and beyond in promoting and protecting the future of archery and bowhunting. In another show-floor ceremony, popular bowhunting author Dwight Schuh received the Fred Bear

Communicator Award, an honor jointly sponsored by the Professional Outdoor Media Association and the Archery Trade Association. Schuh was singled out for his years of positive influence on bowhunters and bowhunting. And seemingly around every corner of the Show, today’s archery celebrities could be found talking with fans and signing

Inside Archery 72 March 2010

photographs and posters. Lee and Tiffany Lakosky, Michael Waddell and the Bone Collector crew, Laura Francese, Jim Shockey, Ralph and Vicki Cianciarulo, Chuck Adams, Terry and Mark Drury, Fred Eichler and more were all available at the 2010 ATA Trade Show to shake hands and tell tales. Bowhunters and archers care, and over the past twelve years attendees at the annual ATA Trade Shows have raised over $800,000 for cancer research in an uproarious show event called the Baldy Awards. At the Baldy Awards, wellknown members of the archery industry volunteer to have their heads shaved in the manner of a cancer patient while showgoers pledge money for the Arnold S. Leonard Cancer Research Fund. This year’s Baldy Awards raised over $88,000 for the cause. “With phase one of human testing just a few weeks away, everyone in the archery and hunting industry should be proud to know what they are accomplishing,” said ASL Chairman Rob Evans. “A special thanks goes out to the entire ATA board and the archery industry for their trust and for allowing us a forum to help move this groundbreaking research forward.”

in the future of our sports. “Such funding would not be possible if the ATA didn’t own and operate the Trade Show,” says Jay McAninch, ATA’s CEO/president. “In the last five years alone, the ATA has invested and pledged nearly $2 million to bring introductory archery and bowhunting programs and shooting facilities to cities all across the

An Industry Investing in the Future With all the flash and glamour, the new products and the buying and selling at the ATA Trade Show, it is sometimes missed what else this annual show does. The ATA Archery Trade Show is the only archery and bowhunting show that dedicates its net revenues to fund archery and bowhunting programs, projects and industry growth. This means every company and individual that attends the ATA Trade Show makes an investment

Inside Archery 73 March 2010

country, all the while also working diligently to sustain and grow bowhunting.” Just a few of those ATA-funded programs included school-based archery instruction, primarily through the National Archery in the Schools Program, after-school archery programs such as the After School Archery Program and the Junior Olympic Archery

1 • The crew at the Slick Trick booth was ready to get the company’s popular fixed-blade broadheads onto even more dealers’ shelves at the show. 2 • Ted McClendon of Cobra (right) mans a busy booth. 3 • Mike Pfau (left) and Tom Hinchliff of NeverGuess Rangefinders wear their innovative product.

4 • Flex-Fletch’s Vince Grundman (left) explains the advantages of glow-in-thedark vanes. 5 • Richard Cianfrocco of C & C Innovations stands near the newfor-2010 Stealth Step Around addition to the True Quiet resinbased treestand line. 6 • Vanguard’s Jody Lamb stands by a Saberlock X crossbow case.

Development program, the development and implementation of the new ATA Explore Bowhunting Program, the constructing and refurbishing of local archery ranges, the planning and construction of community archery parks, the protection and promotion of new or existing bowhunting programs, support for recruitment staffing for selected state

agencies and contributions to the Easton Sports Development Foundation Centers for Archery Excellence. Less than one month before the 2010 ATA Trade Show opened its doors in Columbus, the Archery Trade Association hosted its 7th Archery and Bowhunting Summit in Nashville, Tennessee. There, representatives from nearly 30 state and

Inside Archery 74 March 2010

federal wildlife agencies met with partners from community-based and youthoriented archery programs, nearly all of which have been prominently funded with proceeds from the ATA Archery Trade Shows, to share and adapt strategies to convert newcomers into lifelong archers and bowhunters. No ATA Trade Show exhibitor or attendee should ever forget how the net revenues of the show are used to fund and promote archery and bowhunting.

maintain an adequate cash flow will be the difference for archery retailers in the coming year.” Butch Thomas of Morrell Targets agrees. “In these times you must take care of your customers to keep your customers. Be the source for the information

2010 Retailer Success Much of the emphasis of the ATA Trade Show is centered around what manufacturers can do for retailers. Everyone agrees that for 2010 new and exciting products, better programs, sharper pricing, prompt shipping and year-long advertising are the hallmarks of a successful manufacturer. Industry leaders also recognize that the next step is retailer success. Archery shops and departments everywhere must attract customers, sell products through and reap profits. At the Columbus ATA Trade Show, plenty of people talked about how archery retailers could best do that in 2010. Hoyt’s Jeremy Eldredge talks regularly with many of the best archery dealers in the country. “What has always set good dealers apart is exceptional customer service,” says Eldredge. “That will be even more evident in 2010. With extraordinary customer service, patrons will not only return but will also spread the word. “In addition, dealers will want to make sure they have the hottest brands and the most exciting models in stock and available for inspection. Today’s consumers won’t settle for anything less. Presenting enough inventory to satisfy those consumers while staying lean enough to

Inside Archery 75 March 2010

and the help they need. Don’t be pushy but make sure each and every customer is acknowledged in your store and make sure they are taken care of.” “Keeping customers satisfied will be critical in 2010,” adds Ben Summers of T.R.U. Ball. “That clearly means that

2 1 • Todd Williams of X-Factor Outdoors talks with dealers. 2 • Vital Gear’s Ben Afshari (left) describes sight features to Levi Gieseke, Corey Wegner and Alan Kirschbaum of Hickory Ridge Archery. 3 • Jerry Smith (right) of Goat Tuff Products describes the performance of Opti-Vane fletching to Andrew Pousson of Lafayette Shooters.

4 • Lightning Bowstrings Michael Scaniffe (right) explains the characteristics of Lightning strings to Trophy Book Archery’s Rob Cox.

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5 • HuntMore’s Scott Hoffman with the ultra-adjustable, ultra-comfortable and ultra-silent hunting chair that has a full 360 degrees of rotation.

6 • S4Gear’s John Strasheim (left) and Darrin Brown of Hips Targets.

inventory levels will have to be watched closely, with proven winners and exciting new products kept in the forefront. One accessory strategy that will prove effective is making sure that floor personnel are shooting those new products on their own bows. Those sorts of personal recommendations will go a long ways.”

Fred Settles of Muzzy was quick to point out the requirement for archery retailers to find the proper balance between demand and supply in 2010. “Retailers will want to make sure that their suppliers can deliver product when it’s needed. To keep retail inventories well managed, just-in-time shipping by suppliers will be necessary. You’ll not want to miss a sale or lose Continued on page 79

Inside Archery 76 March 2010

1 1 • Zebra Publishing’s Bill Krenz (center) with Matt (left) and Ryan Busbice of Synergy Outdoors with the Barnett Bonecrusher crossbow. 2 • Karen Roberts of Border Crossing Scents holds up a convenient Ever Calm Deer Herd in a Stick.

3 • April Carter of Carter Enterprises discusses the premium releases offered by the company with dealers. 4 • Prois Hunting Apparel’s Kirstie Pike discusses the new cutting-edge women’s hunting clothes Prois has to offer with Grant Taylor of Myers Creative Imaging.

4 Inside Archery 77 March 2010

1 • Daryl Anderson of Pole Mountain Outdoors stands by a stack of the company’s Hardcase BII which features Vertical Compression Technology. 2 • Rick (left) and Jim Kinsey of Kinsey’s had a restaurantthemed booth to highlight the company’s distribution services. 3 • Zebra Publishing’s Brandon Johnson (left) and Kevin Folsom of Outdoor Sports Products hold up the innovative SaberMaxx broadhead. 4 • Henry Bodnik ready to discuss the wide variety of high-quality archery supplies available from Bearpaw Products. 5 • Scorpion Venom’s John Dreher with a display of the company’s popular lubricants. 6 • Jedidiah Stephan of Treelimb Products holds up one of the company’s new quivers.

5 Inside Archery 78 March 2010

1 • Bowhunting hall-of-famer Myles Keller (right) checks out the new Fatal Attraction feed products from True North Outdoors. 2 • The Bohning company’s Kathy Fewless shows America Whitetail’s Walt Lathery how the Blazer Helix Fletching Jig works with 2-inch vanes. Continued from page 76

a single customer, but you’ll also want to keep inventory levels on a short leash. That will take superlative suppliers, ones that can deliver when you want and need it.” “There’s more,” says Johnny Grace of Parker Compound Bows. “Archery retailers in 2010 will need to be aggressive in promoting their store, their selection and their services. Consumers have lots of buying locations to choose from nowadays, including other archery shops, regional sporting goods chains,

the big box stores and the Internet. But consumers will gravitate toward those locations where selection and service are the strong points. That will be true regardless of the size of the establishment.” Dave Robb of TenPoint Crossbow Technologies and Jeff Pease of Bear Archery and Trophy Ridge got very specific in their recommendations. “In 2010, buying right will be paramount for retailers,” said Robb. “More and more dealers will investigate the possibility

Inside Archery 79 March 2010

2 1 • Steve (left) and Doug Minneman of MTM Molded Products Company show off a variety of bow and broadhead cases. 2 • Zebra Publishing’s Brandon Johnson with Malcom Snyder, Joe Johnston and Rick Bagley of Pape’s. 3 • Hunting Revolution’s Chuck Bowman (left), Jeff Hajari (center) and Curt Bricker with their speed-enhancing TwisterNocks.

4 • The Fuse booth drew a lot of attention with its new Pilot M-Series sight lineup. 5 • BuckEye Cam’s Becky White demonstrates the new shot-improvement potential of the bow-mounted Bow Coach to Mark Barnett of Olde English Outfitters.

6 • Joe Jacks (left) and Renee Leeau of TightSpot Quivers holding the company’s torqueeliminating quiver.

of aligning themselves with successful buying groups, everyone will work harder to manage their operations more effectively and those who innovatively reach out to attract new clientele will prosper the most.” Pease narrowed things down considerably. “Work like never before to direct consumers toward those specific products that

deliver a significant value and benefit to the purchaser while providing the retailer with high profit margins.”

Back to Indy for 2011

Next year the ATA Trade Show jumps 170 miles east to Indianapolis, a site that has proven to be immensely popular with Continued on page 82

Inside Archery 80 March 2010

2 1 • B.J. Evans of Hi-Tek Sports Products holds up some of the innovative and effective bow accessories the company offers. 2 • Bowjax’s Stuart Wright holds the uniquely shaped dampeners produced by the company.

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3 • Scott and Mary Wymore of Scott’s Strings discuss the advantages of their bowstring with an interested show attendee. 4 • Shoot Like a Girl’s Karen Butler (left) and Ammie Kennedy encouraged women to get involved with archery at the show. 5 • Rich Reagan (left), Joshua Briner, Richard Reagan and Scott Briner of Briner Technologies show off the DragonFire heated hand grip and stabilizer.

5 Inside Archery 81 March 2010

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1 • The Wright Blind’s Paul Wright (left) discusses his product’s unique characteristics with Zebra Publishing’s Brandon Johnson.

2 • BCY’s Ray Browne (center) shows off the many features of the new Trophy Bowstring which builds on BCY’s popular 452X string. 3 • Matt Minshall (left) of .30-06 Outdoors explains the advantages of the company’s products to Harvey and Brad (right) Johnson of U Need-It Archery.

4 • Trophy Taker’s Katy Weatherly tells David Vonderahe of Innovative Archery about the company’s 2010 products. 5 • Shannon Hunt Group’s Tim Hunt holds up the new IllumAnight Combo Pack. 6 •The Acu-Lok crew debuted an economy version of their dry-firepreventing technology at this year’s show.

Continued from page 80

showgoers. The dates are January 6-8, 2011. “Columbus seemed to work very well for almost everyone this year, but we’re excited about returning next year to Indianapolis and its revitalized downtown section,” said the ATA’s McAninch. “The Indianapolis Convention Center is connected

to three new hotels where we’ll be able to offer rooms for less than $100 a night. The city is also packaging substantial discounts for convenient parking and restaurants. I think Indy in 2011 has the potential to be a record-breaking show.” Columbus in 2010, Indianapolis in 2011––the archery industry is a bright spot in a recovering economy.

Inside Archery 82 March 2010

Archery Industry Calendar –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

By organization:

–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

I.B.O. National Championship Triple Crown—2nd Leg June 11-13, 2010 • McKean, PA

I.B.O. National Championship Triple Crown—3rd Leg

ATA ARCHERY TRADE SHOW

July 9-11, 2010 • Nelsonville, OH

PHONE: 866-266-2776 FAX: 801-261-2389 WEBSITE: www.archerytrade.org

I.B.O. Traditional World Championship

July 16-18, 2010 • Chapmansboro, TN

I.B.O. World Championship

August 12-14, 2010 • Ellicottville, NY

2011 ATA TRADE SHOW

Thursday – Saturday, January 6-8, 2011 • Indianapolis, IN

NATIONAL FIELD ARCHERY ASSOC. / NFAA

2012 ATA TRADE SHOW

PHONE: 909-794-2133 FAX: 909-794-8512 WEBSITE: www.nfaaarchery.org

Thursday – Saturday, January 12-14, 2012 • Columbus, OH

SHOT SHOW PHONE: 203-840-5600 FAX: 203-840-9600 WEBSITE: www.shotshow.org 2011 SHOT SHOW

NFAA Southeast Indoor Sectional

March 5-7, 2010 • ESDF Newberry Archery Center

NFAA Northwest Indoor Sectional

March 6-7, 2010 • Various Locations

January 18-21, 2011 • Las Vegas, NV

NFAA Mid Atlantic Indoor Sectional

2012 SHOT SHOW

March 6-7, 2010 • Various Locations

January 24-27, 2012 • Las Vegas, NV

KINSEY’S DEALER SHOW PHONE: 800-366-4269 FAX: 800-366-4126 WEBSITE: www.kinseyarchery.com 2011 KINSEY’S DEALER SHOW

February 18-20, 2011 • Hershey, PA

ELLETT BROTHERS PHONE: 800-845-3711 FAX: 803-932-5105 WEBSITE: www.ellettbrothers.com 2011 ELLETT BROTHERS DEALER SHOW January 5-8, 2011 • Columbia, SC

ARCHERY SHOOTER’S ASSOCIATION / ASA PHONE: 770-765-0232 FAX: 770-795-0953 WEBSITE: www.asaarchery.com

NFAA Southern Indoor Sectional

March 13-14 , 2010• Various Locations

NFAA 2010 Indoor National Championships March 20-21, 2010 • Louisville, KY

NFAA New England Indoor Sectional

March 5-7, 2010 • Columbus, GA

Delta Targets Southwest Shoot Out March 26-28, 2010 • Paris, TX

Team Realtree / Club Car Georgia Pro/Am April 23-25, 2010 • Augusta, GA

June 25-27, 2010 • Metropolis, IL

NFAA Indoor National Championships

March 26-28, 2010 • Paris, TX ASA Delta Targets Southwest Shoot Out

March 26-28, 2010 • Lunenburg, MA NFAA New England Indoor Sectional

APRIL

April 10-11, 2010 • Various Locations NFAA Southeast Marked 3D Sectional

April 16-18, 2010 • Rome, GA I.B.O. Southern Triple Crown—3rd Leg

April 23-25, 2010 • Augusta, GA ASA Team Realtree / Club Car Georgia Pro/Am

April 30-May 2, 2010 • Redding, CA NFAA Marked 3D National Championship

MAY

May 14-16, 2010 • Bedford, IN I.B.O. National Championship Triple Crown—1st Leg NFAA Dakota Archery Classic

May 22-23, 2010 • Yankton, SD

NFAA Marked 3D National Championship

NFAA Unmarked 3D Championship

April 30-May 2, 2010 • Redding, CA

May 29-30, 2010 • Various Locations

NFAA Dakota Archery Classic

NFAA Southeast Outdoor Sectional

May 22-23, 2010 • Yankton, SD

NFAA Unmarked 3D Championship

JUNE

May 22-23, 2010 • Yankton, SD

NFAA Southeast Outdoor Sectional

May 29-30, 2010 • Various Locations

NFAA Mid Atlantic Outdoor Sectional

June 21-22, 2010 • Various Locations

NFAA Southwest Outdoor Sectional

NFAA New England Outdoor Sectional

June 4-6, 2010 • London, KY ASA LimbSaver Pro/Am

June 11-13, 2010 • McKean, PA I.B.O. National Championship Triple Crown—2nd Leg

June 21-22, 2010 • Various Locations NFAA Mid Atlantic Outdoor Sectional

June 25-27, 2010 • Metropolis, IL ASA Mathews Solo Cam Pro/Am

June 26-27, 2010 • Bradford, MA

June 26-27, 2010 • Colorado Springs, CO

NFAA Southeast Marked 3D Sectional

NFAA Southwest Outdoor Sectional

July 10-11, 2010 • Various Locations

June 26-27, 2010 • Bradford, MA

NFAA Outdoor National Field Championships

NFAA New England Outdoor Sectional

NFAA Vegas Shoot / World Archery Festival 2011 February 11-13, 2011 • Las Vegas, NV

McKenzie ASA Classic

March 20-21, 2010 • Louisville, KY

April 10-11, 2010 • Various Locations

December 10-12, 2010 • Homestead, FL

Mathews Solo Cam Pro/Am

I.B.O. Indoor World Championship

May 22-23, 2010 • Yankton, SD

NFAA North American Field Archery Championships

June 4-6, 2010 • London, KY

March 19-21, 2010 • Cleveland, OH

NFAA Southeast Marked 3D Sectional

July 28-August 1, 2010 • Darrington, WA

LimbSaver Pro/Am

NFAA Southern Indoor Sectional

March 26-28, 2010 • Lunenburg, MA

June 26-27, 2010 • Colorado Springs, CO

Hoyt USA Pro/Am

March 13-14 , 2010• Various Locations

JULY

July 9-11, 2010 • Nelsonville, OH I.B.O. National Championship Triple Crown—3rd Leg

July 10-11, 2010 • Various Locations

NFAA Southeast Marked 3D Sectional

By Date:

July 16-18, 2010 • Chapmansboro, TN

MARCH

July 28-August 1, 2010 • Darrington, WA

ASA Hoyt USA Pro/Am

July 29-August 1, 2010 • West Monroe, LA

I.B.O. Southern Triple Crown—2nd Leg

March 5-7, 2010 • ESDF Newberry Archery Center

McKenzie ASA Classic

March 12-14, 2010 • Milton, FL

NFAA Southeast Indoor Sectional

I.B.O. Indoor World Championship

March 6-7, 2010 • Various Locations

AUGUST

March 19-21, 2010 • Cleveland, OH

NFAA Northwest Indoor Sectional

August 12-14, 2010 • Ellicottville, NY

I.B.O. Southern Triple Crown—3 Leg

March 6-7, 2010 • Various Locations

April 16-18, 2010 • Rome, GA

NFAA Mid Atlantic Indoor Sectional

I.B.O. National Championship Triple Crown—1st Leg

March 12-14, 2010 • Pensacola, FL

July 29-August 1, 2010 • West Monroe, LA

INT’L BOWHUNTING ORG. / I.B.O. PHONE: 440-967-2137 FAX: 440-967-2052 WEBSITE: www.ibo.net

May 14-16, 2010 • Bedford, IN

––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– March 5-7, 2010 • Columbus, GA

I.B.O. Southern Triple Crown—2nd Leg

Inside Archery 83 March 2010

I.B.O. Traditional World Championship NFAA Outdoor National Field Championships

I.B.O. World Championship

December

December 10-12, 2010 • Homestead, FL NFAA North American Field Archery Championships

M a r k e t

T r e n d s

Bow Report By Bill Krenz

Hoyt Carbon Matrix D

ealer and consumer confidence in Hoyt is perhaps at an all-time high. The company, it seems, is operating at maximum rpms, and those ongoing efforts are delivering an almost constant flow of particularly exciting new products. In 2009, for example, Hoyt shook the archery world with the introduction of the Hoyt AlphaMax, a lighter, smoother, quieter, more vibration-free, high-performance compound bow that looked great and shot even better. This year, Hoyt has trumped the AlphaMax with the debut of the newfor-2010 Maxxis, a bow that’s even better on all of those counts. At the same time, there is also the new 2010 Hoyt AlphaBurner, the new Vicxen, the new Contender series of target compounds and even a revolutionary new series of worldclass competition recurves. The Hoyt machine is really cranking. Further proof lies in the 2010 introduction of the startling Hoyt Carbon Matrix. The O-Tech hollow carbon tubes that make up the The Hoyt Carbon Matrix is already being Hoyt Carbon Matrix riser deliver unprecedented riser touted as the most advanced compound bow strength, stiffness, vibration dampening and lighter mass weight than ever before. in the world. What’s so special about the 2010 Hoyt Carbon Matrix? To begin with, this new bow sports what may be the wildest and most durable compound bow riser ever. That riser features a revolutionary carbon-structure approach that yields a stiffer, stronger, more vibration-free and lighter weight riser than anyone has ever offered before. It’s a riser that can withstand over 1,500 dry-fires. It’s a riser that will shoot arrow after arrow into the same spot. It’s a riser so different and so cutting edge that it instantly turns heads wherever it goes. It’s also a riser that was years in the making. While a few other bow companies dabbled with improvised carbon risers, Hoyt invested fully in the most advanced carbon-structure technology known in order to develop a bow Few grips are as comfortable and as accuracy-enhancing riser like no other. as the laminated-wood Pro-Fit Grip found on the 2010 Hoyt Carbon Matrix. The 2010 Hoyt Carbon Matrix is an engineering marvel, offering archers what very well may be a glimpse of the high-performance future. And that’s exciting.

How It Shoots

Futuristic engineering aside, the Hoyt Carbon Matrix, or any bow for that matter, is only as good as it shoots.

Inside Archery 84 March 2010

This bow happens to shoot like a million bucks. I shoot better when a bow’s draw length fits me just right. Too long and I tend to experience slight misses right and left. Too short and I can’t seem to aim as steady as I would like. With the new Carbon Matrix, draw length is easily adjustable in precise halfinch increments with conveniently interchangeable cam modules. I also shoot better when the bow has a solid draw stop of some sort. The Carbon Matrix sports a rubber-coated draw-stop peg, located on the lower cam, which pivots around to contact the bow’s inside cable and delivers a nicely solid and reassuring back wall. This bow is fast. Not crazy fast, but deadly fast. What’s a bit amazing, given that relatively high level of arrow speed, is how smoothly the Carbon Matrix draws. Draw weight builds and lets off gradually, which is a wonderful thing in a treestand or on a stalk. Partly because I have tried carbon risers before, I was particularly interested to see how the 2010 Hoyt Carbon Matrix would handle shot vibration and noise. Most previous carbon risers on compound bows have tended to do a pretty poor job of it, vibrating like tuning forks and rattling like train wrecks. Not so with the Carbon Matrix. I was shocked (excuse the pun) to discover that the lightweight Hoyt Carbon Matrix is an absolute champion in the area of vibration and noise suppression. Apparently this riser’s radical hollow carbon-tube technology does more than just look cool. It seems to deliver the utmost in weightto-strength ratio while squelching shot vibration and noise in the most amazing manner. In fact, the Carbon Matrix seems virtually devoid of shot vibration, and that’s wonderful. At the same time, the Hoyt Carbon Matrix seems to shoot up a storm in terms of accuracy. I set this groundbreaking new bow up in a Hooter Shooter shooting machine and then proceeded to drill arrow after arrow in essentially the same hole at a distant target. That ultra-stiff carbon platform evidently behaves with uncommon consistency from shot to shot. The testing revealed it all—a relatively smooth draw, excellent arrow speed, a wonderfully dampened shot and superb accuracy. It would be hard to find a better-shooting bow anywhere.

Specifications

Arrow Speed

Axle-to-Axle Length Brace Height Riser Geometry Mass Weight Letoff

35 inches 7.25 inches 1.75 inches reflex 3.8 pounds Approximately 75 percent

28-Inch Arrows

Draw Lengths

27 to 31 inches

Draw Weights Color

40#, 50#, 60#, 70#, 80# Realtree APG HD, Black Out, Half and Half

Hoyt Carbon Matrix ––––––––––––––––––––––––––––

Hoyt Carbon Matrix 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.

77.5 76.9 76.5 76.2 75.9 75.8 75.8 75.4 75.7 75.6 74.8 74.8 74.2

279 fps 285 fps 288 fps 289 fps 293 fps 295 fps 296 fps 297 fps 301 fps 307 fps 312 fps 313 fps 332 fps

––––––––––––––––––––––––––––

–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

For more information, log onto hoyt.com or call Hoyt at (801) 363-2990.

Bow weighed with an Easton Bow Force Digital Scale. All tests conducted with a Spot-Hogg Hooter Shooter Portable Shooting Machine and a Competition Electronics Pro Chronograph.

bow also features a brand new limb system. Hoyt’s new, laminated XTS ARC Limbs have been specifically designed to deliver exceptional past-parallel performance. They’re faster, quieter and stronger than ever before. To go with this high-tech riser, they are among the most advanced bow limbs in the world.

Hoyt Pro-Lock Pocket System Connecting limbs to riser is an art. The Carbon Matrix does so with Hoyt’s new Pro-Lock Pocket System, a system engineered to provide airtight tolerances, precise adjustability and perfect limb alignment.

XTR Modular Cam & ½ System

Bow-mounted accessories, such as sights and arrow rests, are attached to the Carbon Matrix with a rock-solid mounting plate located opposite the bow’s sight window.

Key Features and Benefits Hoyt O-Tech Carbon Riser

Radical. Groundbreaking. Revolutionary. Pick a word and it still probably isn’t enough to adequately describe the startling nature and capabilities of the carbon-tube riser on the 2010 Hoyt Carbon Matrix. It’s stiffer, stronger, more vibration-free and lighter in weight than any compound-bow riser ever designed. It’s so light that it makes the 35-inch Carbon Matrix feel in the hand like a much shorter bow. It’s so stiff and strong that it delivers the utmost in shooting consistency. It’s so high tech that it seems to stop shot vibration dead in its tracks.

Hoyt XTS ARC Limb System The riser on the new Carbon Matrix is so exciting that it’s easy to miss the fact that this

There is a consistent power seemingly inherent in Hoyt’s XTR Cam & ½ Performance System. With the cams slaved together by one advanced harness arrangement, those cams draw and fire at the exact same time, delivering a smooth and accurate shot with every arrow. Integrated into the system is a draw stop that conveys a solid back wall, as well as a convenient system of draw-length modules.

Hoyt Stealth Shot Located below the grip on the 2010 Carbon Matrix is a cushioned string stop that deadens each shot while promoting a cleaner release of the arrow from the bowstring.

Hoyt Pro-Fit Grip The right grip is crucial to shooter comfort and accuracy. Hoyt’s Pro-Fit Grip delivers both. It’s small-throated to reduce shooting torque and perfectly angled and shaped to enhance consistent, comfortable and strong bowhand placement.

Inside Archery 85 March 2010

ith 478 different exhibitor booths, miles of aisles and over 7,000 attendees, the 2010 ATA Trade Show could be viewed as just a little bit daunting. It’s tough to see it all and talk to everybody. Consider that if, for example, you planned to spend just five minutes in each booth, talking to the people manning those booths and prospecting for exciting new products, you would need 2,390 minutes, or 39.83 hours, to cover the entire show. But the show, which runs from 9 am to 6 pm for three days, totals only 27 hours. Clearly, ATA Trade Show attendees must carefully budget their time to see as many people and as many new products as possible. The best also routinely talk with other attendees throughout the show––dealers, manufacturers and sales reps––in an attempt to tune in to what everyone else has seen and been impressed by. Each year at the ATA Trade Show the staff of Inside Archery magazine does exactly the same thing. We hit as many booths as possible. And we talk to as many attendees

as we can, asking them the same question over and over again: “What have you seen that impresses you the most?” New bows always create lots of excitement, but so do new accessories. The focus of the annual ATA Trade Show is new products of all sorts. That’s what drives sales. Because of that, the answers to our question are crucial. We listen carefully to every answer, and in doing so monitor the new-product buzz on the show floor. We also take notes, zeroing in on both bows and accessories. For this article, let’s discuss the new accessories that so many were talking about. “Have you seen the revolutionary new HECS clothing? The clothing blocks the body’s natural electromagnetic energy emissions, emissions that routinely alert game. HECS takes camouflaging the hunter to an all-new level.” “Did you see the new, bigger, badder BloodRunner 2-Blade broadhead from New Archery Products? Or the new Titanium Rage 2-Blade SlipCam head? Or Tru-Fire’s new T1 broadhead?”

Inside Archery 88 March 2010

Here are 40 of the most talked about new and exciting accessories from the 2010 ATA Trade Show in Columbus. By Bill Krenz “I was particularly impressed by Leupold’s new Vendetta Bow-Mounted Laser Rangefinder. Finally, a laser rangefinder that can be used with a minimum of movement. The Vendetta can even be used to check the distance while at full draw.” “The Ripcord Arrow Rest has always been a good seller for me, but the new-for-2010 Ripcord Code Red version is even better. Its red over-molded launcher eliminates the need for troublesome moleskin.” “Lighted nocks are all the rage now, but I was knocked over by the new Glow-N-Shoot Vanes by Flex-Fletch. In the dark, they glow like a beacon. No more lost arrows.” “I thought I’d seen it all in bow vises. Then I saw the VersaCradle Archery Vise by Berry’s Manufacturing. Its patent-pending locking-ball system lets you easily rotate a bow to any position you need. Great vise.” “The ACU Lok is something we’ve needed for years—a small, lightweight, reliable way to lock a compound bow

from being drawn. I’ll use ACU Loks in the field and in my archery shop.” “I’ve seen a bunch of new and better bowquivers at this show.The last one I looked at was the new Zen quiver from Athens Archery, and it really impressed me. It’s an excellent quick-detach bowquiver that has an integrated, pivot-out screw lever that’s used to quickly screw the quiver to the tree and also doubles as a bow hook. Up in a treestand, the Athens Zen is a quick-access bowquiver and a bow hook all in one. Neat.” Those are but a sampling of the show-attendee comments Inside Archery recorded at the 2010 ATA Trade Show. By the end of the show we had developed a fairly long list of new and exciting archery accessories that showgoers just couldn’t stop talking about. Here, in no particular order, are many of the hottest new hunting accessories displayed at this year’s ATA Trade Show. We undoubtedly missed other exciting 2010 accessories, but these clearly stood out.

Inside Archery 89 March 2010

HECS Sixth Sense Apparel

TruGlo Carbon XS Sight

NAP BloodRunner 2-Blade

Leupold Vendetta Bow-Mounted Laser Rangefinder

HECS Sixth Sense Apparel All animals have the uncanny ability to detect humans even without scent, sound or movement. We often referred to that as their sixth sense.The very latest research, however, suggests that they do it by sensing the electromagnetic fields we all emit. HECS (Human Energy Concealment Systems) fabric effectively blocks electromagnetic-field emissions and thereby conceals hunters in a way never before thought possible. The HECS suit is lightweight, breathable and can be worn as either an inner or outer clothing layer. When you’re wearing HECS Sixth Sense Apparel, game will be more relaxed and less aware of your presence than ever before. Don’t you want the clear HECS advantage? For more information, log onto hecsllc.com or call (541) 575-4327. TruGlo Carbon XS Sight A tough, accurate sight need not necessarily be heavy. The perfect example of that is the new TruGlo Carbon XS Sight. The Carbon XS is made with ultralightweight carbon-composite material that is unbelievably strong and yet also amazingly light in weight (less than 3.5 ounces!). Covering that space-age material is TruTouch, a remarkable soft-touch technical coating that eliminates contact and shooting noise. At the heart of this remarkable sight is TruGlo’s new TruFlo fiber-optic design, which features extra, extra-long fully-protected optical fibers for the brightest sight pins possible. There’s also a micro push-button light, a glow-in-the-dark shooter’s ring for fast and accurate peep-sight alignment, a reversible bracket for increased vertical adjustability and a precise shooting level. For more information, log onto truglo.com or call (888) 887-8456.

Inside Archery 90 March 2010

NAP BloodRunner 2-Blade Field-point accuracy. Fixed-blade reliability. Expandable broadhead lethality. The new NAP BloodRunner 2-Blade combines all three characteristics into one very deadly broadhead. In flight the BloodRunner maintains a low profile for easy tuning and perfect arrow flight. Upon impact, the BloodRunner expands to a massive 2.1-inch cutting diameter that puts game down quickly. Razor sharp and absolutely dependable. For more information, log onto newarchery.com or call (800) 323-1279. Leupold Vendetta Bow-Mounted Laser Rangefinder Get the exact distance without the movement––that’s what the new Leupold Vendetta Bow-Mounted Laser Rangefinder is all about. The Vendetta weighs just 10 ounces and mounts securely to your bow. Sync the laser to your top pin. Then simply put your top pin on any target out to 70 yards, press the trigger pad mounted on the front of your bow and you’ll get an instant digital readout of the shot distance.The Vendetta also automatically compensates for any incline or decline in the shot. The distance readout you see is the distance you should shoot for. Stop spooking game and make the shot with a Vendetta. For more information, log onto leupold.com or call (800) 538-7653. Titanium Rage 2-Blade Broadhead Imagine combining the deadly reardeployment, expandable-blade design of the tried-and-true Rage broadhead with the unprecedented strength of titanium. Do that and you have the allnew Titanium Rage 2-Blade head.This special Rage is tough as can be. The Titanium Rage offers fully deployed

blades immediately upon impact with very little loss of penetrating power. It strikes deep with huge entry and exit holes. Accuracy, strength and quick game recovery are the hallmarks of the new Titanium Rage. For more information, log onto ragebroadheads.com or call (888) 779-0092.

Ripcord Code Red Arrow Rest The new Ripcord Code Red is an all-inclusive arrow rest. It includes the features of complete arrow containment, lightning-fast fall-away time, no launcher bounce-back, a slimline launcher for more centershot adjustment and a new soft red over-molding that eliminates the need to add moleskin. The 2010 Ripcord Code Red is easy and quick to install with its

unique football clip, holds every arrow securely and delivers complete fletch clearance, perfect arrow flight and supreme accuracy. For more information, log onto ripcordarrowrest.com or call (406) 683-0100.

Tru-Fire T1 Broadhead A tough, precise broadhead is a very good thing. The brand new Tru-Fire T1 is such a broadhead. Its ferrule is precision machined from a solid piece of steel, resulting in a more durable, more precise and therefore more accurate broadhead. An aggressive tip design ensures deep penetration and bone-busting power. A unique Spring Retention System secures the blades into the ferrule even when the head is not on an arrow. With a fierce look, excellent flight, superb accuracy,

Inside Archery 91 March 2010

Titanium Rage 2-Blade Broadhead

Ripcord Code Red Arrow Rest

unparalleled strength and made in America, the new Tru-Fire T1 is here to stay. For more information, log onto trufire.com or call (920) 923-6866.

Berry’s Manufacturing VersaCradle Archery Vise Any bow is easier to work on when secured in a good bow vise. The new VersaCradle is a great bow vise that mounts to any work bench. Bows are easily secured into the VersaCradle with a machined clamp complete with no-mar polyurethane pads. The vise’s patentpending locking-ball system allows you to then rotate the bow every which way so that you position it exactly right for the job at hand. This bow vise is practically magic. For more information, log onto berrysmfg.com or call (800) 269-7373.

Tru-Fire T1 Broadhead

Berry’s Manufacturing VersaCradle Archery Vise

Viper Diamondback Sight

ACU Lok

Viper Diamondback Sights Do you have a brand new Mathews Z7 bow and want an equally new and perfectly complementary sight? Try the all-new Viper Diamondback! The Diamondback features a machining pattern to match the Z7’s riser, an integrated Mathews Harmonic Damper, Mathews Lost Camo finish, five steel fiber-optic pins and a whole lot more. Two Diamondback models are available, one with a fixed mount and the other with a 6-inch dovetail extension. For more information, log onto viperarcheryproducts.com or call (740) 894-6100. ACU Lok Some states require that compound bows be in a case or locked up while in the field after dark. There are times when retailers want their bows locked up to prevent dry-fires. Occasionally, parents may want to secure bows against

Inside Archery 92 March 2010

inquisitive youngsters. Lightweight, secure ACU Loks meet all of those requirements. Designed by hunters and archery-shop owners, ACU Loks are fast and easy to install and are available in either premium aluminum or molded economy versions. For more information, log onto acuarchery.com or call (260) 563-6097. Flex-Fletch Glow-N-Shoot Vanes Unlike lighted nocks, Glow-N-Shoot Vanes from Flex-Fletch utiliuze no electronics and no batteries whatsoever, making them perfectly legal everywhere and for every record book listing. Flex-Fletch Glow-N-Shoot Vanes simply glow for up to 12 hours after being exposed to natural light or any flashlight. That means you can find lost arrows on the practice range or in the field once the sun goes down. Glow-N-Shoot Vanes are currently available in Flex-Fletch Flash and 360 sizes. For more information, log onto flexfletch.com or call (800) 626-3844.

Trophy Taker Smackdown Arrow Rest Trophy Taker has long been a leader in quality drop-away arrow rests, delivering all-metal construction, no-nonsense designs and 100-percent dependable, accurate performance. Brand new for 2010 from Trophy Taker is the Smackdown. The new Smackdown was uniquely designed for the activation cable to be attached to the bow’s bottom limb or the bow’s upward-moving cable. By utilizing that limb or upcable, the Smackdown’s launcher rises early as the bow is drawn, lifting the arrow up long before the broadhead approaches the bow’s shelf and before the cams break over. When the bow is shot, the arrow travels along the

launcher for nearly the full length of the shaft, resulting in increased arrow guidance time. Then, at the very last instant, the Smackdown’s launcher is pulled down out of the path of the vanes and held firmly in the down position. The result is no cable tension on the bow at full draw with easier bow tuning. Both a Pronghorn and a Full Capture model are available. For more information, log onto trophytaker.com or call (406) 826-0600.

Athens Zen Bowquiver Most bowhunters wish they had a dollar for every time they climbed up in their treestand only to discover that they’d forgotten their screw-in bowhanger or wondered where to put their detached bowquiver. The clever Zen Bowquiver from Athens Archery solves both problems once and for all. Integrated right into the Zen quiver is a pivot-out screw lever that’s used to conveniently attach the quiver to the tree. The protruding end of that lever then doubles as the perfect bowhanger. It’s a great detachable bowquiver and great bowhanger all in one. For more information, log onto athensarchery.com or call (574) 224-2300. Easton V3 Expandable Varmint Point This devastating small-game point looks and flies just like a field point for pinpoint accuracy. But upon impact, it suddenly expands to stop small game dead in their tracks. The V3 Expanding Varmint Point weighs just 100 grains and is tough as nails. It also helps prevent arrow loss in tall grass and brush, and it fits securely into the foam of most quiver hoods. This is a better small-game and field-practice point. For more information, log onto eastonarchery.com or call (801) 539-1400.

Inside Archery 93 March 2010

T.R.U. Ball Beast II Release The new-for-2010 T.R.U. Ball Beast II release was specifically designed with input from Michael Waddell and the game-taking Bone Collector

Team. The Beast II is a comfort-plus release with a relaxed, swept-back trigger to provide the user with the ultimate feel of every shot. Its quickload open hook allows the hunter to engage a string-loop without taking his eyes off the game. Release length is easily adjusted for a perfect fit. Models are available with either a Velcro or buckle strap. For more information, log onto truball.com or call (434) 929-2800.

Schaffer Opposition Arrow Rest The very latest in complete-clearance arrow rests is the new Opposition Arrow Rest from Schaffer Archery Products. The revolutionary Opposition utilizes cushioned V-blocks that securely hold the arrow when the bow is at rest but spring laterally out of the way when the shot is made to provide complete fletch clearance. Mounting plates are available to fit Mathews, Hoyt, PSE and others. For more information, log onto schafferarchery.com or call (952) 894-6169. Stealth Cam Prowler HD Scouting Camera The difference in picture quality between a regular television and a high-definition television is startling. The exact same thing is true of run-ofthe-mill scouting cameras and Steath Camâ&#x20AC;&#x2122;s new Prowler HD Scouting Camera. The amazing Prowler HD delivers 1280x720 high definition digital video images and 8.0 megapixel still images that are so sharp and clear, youâ&#x20AC;&#x2122;ll swear you were seeing the real thing. For the best images in the woods, get a Stealth Cam Prowler HD Scouting Camera. For more information, log onto stealthcam.net or call (877) 269-8490.

Inside Archery 94 March 2010

Flex-Fletch Glow-N-Shoot Vanes

Trophy Taker Smackdown Arrow Rest

Athens Zen Bowquiver

Easton V3 Expandable Varmint Point

T.R.U. Ball Beast II Release

October Mountain Light Stryke Laser Bowfishing Sight Bowfishing shots can be tricky. If the fish is all the way under the water, you’ve got to aim low to make the shot….unless you have a Light Stryke Laser Bowfishing Sight! This revolutionary new sight by October Mountain Products utilizes a powerful green laser that projects and diffracts deep into the water. With this bowfishing sight there is no hold-low guesswork. Simply aim the laser dead-on the fish and shoot. A remote pressure switch activates the laser on demand. The Light Stryke is built tough and durable to withstand the abuses of bowfishing. For more information, log onto octmtn.com or call (800) 366-4269. G5 T3 Broadhead The new G5 T3 expanding broadhead truly is impressive. Every part is tough, durable steel, making this new head 320-percent stronger than most broadheads with aluminum ferrules. Three razor-sharp G5 blades deploy to the rear upon impact to maximize penetration and deliver an imposing 1.5-inch cutting diameter. A unique Spider Clip Blade Retention System allows users to finetune the T3’s blade deployment. For more information, log onto g5outdoors.com or call (866) 456-8836. Norway 1.5- and 3-Inch Fusion Vanes In 2009, Norway Industries rocked the fletching world with the introduction of the most advanced archery vane ever––the 2-inch Fusion Vane.The base of the Fusion Vane is made with a softer polymer for extraordinary adhesion. The blade of the vane is constructed with a stiffer polymer and a slight taper from base to top. That unique

Inside Archery 95 March 2010

construction yields unprecedented toughness and durability, along with superb flight characteristics. In addition, the Fusion Vane’s strategically modified silhouette increases the surface area of the most critical point on any short vane (the upper back edge) to provide the utmost in broadhead stabilization. For 2010, instant-hit Fusion vanes are now available in 1.5-inch and 3-inch models in a wide variety of striking colors. Fusion is changing the way archers think about fletching. For more information, log onto duravanes. com or call (800) 778-4755. Schaffer Opposition Arrow Rest

IQ Bowsight Consistent accuracy results only when an archer perfectly aligns the rear sight with the front sight. With a conventional

peep-sight setup, that’s always difficult. With the all-new IQ Bowsight with Retina-Lock it is significantly more certain. The ingenious IQ Bowsight incorporates a revolutionary red-dot tunnel vision system (located near the top of the circular pin guard) that accurately references off of your aiming eye. Only when you are in the exact same anchor and head-angle position will that red dot be centered in the sight’s Retina Lock System. When the dot is centered, the shot will be accurate.The IQ Bowsight utilizes natural light and fiber optics to power everything.There are no electronics and no batteries.The IQ Bowsight also includes Light Trap Technology to store natural light, releasing it to the pins and the Retina Lock to extend your shooting time at the end of the day. The sight’s fiber optics are completely protected and the pins can be stacked amazingly close for the fastest bows. For more information, log onto iqbowsight.com or call (800) 282-4868.

Tink’s Vanish Odor Elimination System Few companies know more about hunting scents and scent control than Tink’s. Brand new from the ;experts at Tink’s is the Vanish Odor Elimination System. This new system—which consists of Hair & Body Soap, Hand Sanitizer, Concentrated Laundry Detergent, Odor Elimination Spray and Field Wipes—is solidly based on revolutionary Byotrol Technology. Byotrol Technology has been scientifically proven to destroy over 300 odor-causing compounds produced by the human body. It also creates a microscopic barrier of protection that prevents new odors from adhering to your body or clothing. For more information, log onto tinks69.com or call (800) 624-5988.

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Slick Trick XBOW Trick Broadhead Serious crossbows require a different sort of broadhead that is tougher and typically heavier in weight than those used with conventional bows. The new XBOW Trick from Slick Trick is the perfect crossbow broadhead. It features a super strong Rhinosteel ferrule and .035-inch thick German blades and Slick Trick’s unbeatable Alcatraz Bladelock System. It’s also perfectly weighted at 175 grains for the very best bolt flight from the most powerful crossbows. For more information, log onto slicktrick.net or call (870) 934-0131.

Stealth Cam Prowler HD Scouting Camera

October Mountain Light Stryke Laser Bowfishing Sight

G5 T3 Broadhead

Norway 1.5- and 3-Inch Fusion Vanes

IQ Bowsight

Copper John Dead Nuts 3rd Generation Sights Bowhunters swear by Copper John Dead Nuts sights––tough, bright, accurate sights that are fairly priced. Brand new for 2010 is a complete redesign of the flagship sights in the Dead Nuts line. Typical of that third-generation redesign is the new Copper John Dead Nuts Mark I Sight. It features precision CNC-machined components, zero-gap pin with extra-tough fiber optics, laserengraved adjustment marks, bright orange pin-guard highlight, third-axis adjustable bubble level and optional micro-adjustability. For more information, log onto copperjohn.com or call (315) 258-9269. Mountaineer Sports Rescue One CDS No one should use a treestand without a full-body-harness safety system. Yet, in a fall, standard body harnesses can leave you dangerously suspended above the ground and below your treestand, making you vulnerable to potentially fatal suspension trauma.The Rescue One CDS (Controlled Descent System) is different. Should you fall, the Rescue One CDS

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first gently arrests your fall with a special shock-absorbing system. The CDS system then allows you to safely lower yourself to the ground in a slow and controlled manner. For more information, log onto mountaineer-sports.com or call (877) 683-7678.

Tink’s Vanish Odor Elimination System

Slick Trick XBOW

Spot-Hogg Wiseguy Release The best possible hunting release would be fast to engage and so crisp as to be un-anticipatable. The brand new Spot-Hogg Wiseguy is such a release. The Wiseguy features an open hook for instant string-loop hookup, micro length-adjustment system, a breathable wrist strap, rigid fold-out-of-the-way stem and the lightest, crispest trigger of any release ever created. It’s wise to use

Trick Broadhead

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a Wiseguy from Spot-Hogg. For more information, log onto spot-hogg.com or call (888) 302-7768.

Rinehart RhinoBlock Target Bowhunters rave about Rinehart targets for their durability and easy arrow removal. New from Rinehart for 2010 is the amazing RhinoBlock. The RhinoBlock measures an ample 16x16x13, yet it’s light and easy to transport.This incredibly versatile new target features six shooting surfaces. Two of the sides sport lifelike 3D deer vital zones. The other four faces show Rinehart’s signature, high-visibility target spots of varying sizes. The RhinoBlock’s core is easily replaced to further extend target life. For more information, log onto rinehart3d.com or call (608) 757-8153.

Copper John Dead Nuts 3rd Generation Sights

Mountaineer Sports Rescue One CDS

Spot-Hogg Wiseguy Release

Rinehart RhinoBlock Target

Cobra Python Sight

Cobra Python Sight Brand new from Cobra is the lightweight and versatile Python sight.The precision machined Python weighs just 6 ounces. Features include five all-metal pins with .019-inch fieldreplaceable fiber optics, laser-engraved adjustment marks and a unique reversible mounting bracket that provides the utmost in vertical positioning and adjustment. For more information, log onto cobraarchery.com or call (800) 352-6272. Apple Archery Eliminator Bow Press To keep up with the latest bows, archery pro shops must have the right bow press. The Apple Archery Eliminator is an advanced, reasonably priced bow press that works safely and efficiently on all conventional bows and crossbows. The Eliminator utilizes both limb-tip and limb-post compression. It features rapid adjustment and synchronized arm movement for even bow compression every time. For more information, log onto applearchery.com or call (800) 745-8190. Opti-Logic Micro I Laser Rangefinder Laser rangefinders have become an essential piece of bowhunting gear. The new-for-2010 Opti-Logic Micro I Laser Rangefinder may well be the smallest, most feature-packed laser rangefinder on the planet. It weighs just 7 ounces and measures barely a fraction over 3 inches in length.Yet within that handy size is an advanced laser rangefinding system complete with ballistic compensation. Range it with Micro I, shoot and hit. For more information, log onto opti-logic.com or call (888) 678-4564.

Inside Archery 99 March 2010

Apple Archery Eliminator Bow Press

Opti-Logic Micro I Laser Rangefinder

Jim Fletcher Insider Release New from Jim Fletcher Archery is the Insider Release, a feature-packed release for the discriminating archer. The Insiderâ&#x20AC;&#x2122;s open hook attaches quickly to any string-loop, and it resets after every shot. The trigger can be adjusted from a light to a heavy pull, and the forward trigger position delivers maximum speed from any bow. The Insider is available with either a leather-with-buckle strap or a nylon-with-Velcro strap. For more information, log onto fletcherarchery.com or call (760) 379-2589. Elite One-Piece Bowquiver Elite Archery has partnered with Treelimb to produce an exceptional new quick-detach bowquiver with Tension Lock System. Unlike most quick-detach quivers, the mounting bracket of the new Elite One-Piece Bowquiver attaches securely to the riser of an Elite bow.That eliminates stackedbowsight clutter. Once the bracket is mounted, the bowquiver itself attaches and detaches with remarkable speed and convenience. This exceptional new bowquiver holds five arrows and works with either fixed or expandable broadheads. For more information, log onto eliterarchery.com or call (877) 503-5483. Tactical Archery Systems SABO Sight The SABO sight was inspired by US military technology for rapid target and aiming point acquisition. SABO, which stands for Superimposed Ambient Ballistic Optic, delivers superimposed aiming dots generated only by natural light gathered through fiber optics.There are no electronics whatsoever in this sight, making it legal everywhere. The dots are projected into a concave lens with a very special coating.This magnifies the fiber intensity and generates the superimposed holographic dot images into the archerâ&#x20AC;&#x2122;s heads-up sight picture. Utilizing a patent-pending design, the fibers are held in a ballistic configuration which allows for independent adjustment of the projected aiming points. Regardless of the angle that the dots are viewed from, they will always show the arrow alignment with the impact point. That means that no peep sight is required. Just aim and shoot. For more information, log onto tacticalarcherysystems.com or call (877) 686-7226. RIPshot Elbow Release Strap System Most releases are attached to straps that go around your wrist or are held in your hand. That engages hand and lower-arm muscles, which actually decreases your bow-drawing ability

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Jim Fletcher Insider Release

Elite One-Piece Bowquiver

Tactical Archery Systems SABO Sight

RIPshot Elbow Release Strap System

NuFletch Spectrum Fletching System

and encourages inconsistent shooting. The RIPshot Elbow Release Strap System is radically different. It consists of a comfort elbow cuff to which almost any favorite release is attached. With this system youâ&#x20AC;&#x2122;ll better engage the larger muscle of your back so youâ&#x20AC;&#x2122;ll be able to pull more weight, hold at full draw longer, aim steadier and shoot with proper back tension for increased accuracy. The RIPshot Elbow Release Strap System can be used for practice or right over your camo clothing for bowhunting. For more information, log onto riparchery.com or call (541) 619-3783.

NuFletch Spectrum Fletching System The NuFletch Spectrum System offers a precision alternative to arrow and bolt fletching. An insert is attached to the back end of your arrow just as one is attached to the front. The Spectrum Fletching System is then screwed into that rear insert. Once in place, the nock end of the system is unscrewed and vanes are simply slid into precisionmachined slots. The NuFletch Spectrum System was designed specifically for Blazer vanes, although other vanes will work with some slight base trimming. Should a vane be damaged, simply unscrew the nock end of the system and replace it with a new vane. For more information, log onto nufletch.com or call (877) 353-8244. Illumanight Illumanight is the most revolutionary tracking aid on the market. The trim, lightweight Illumanight cartridge slips onto the arrow shaft behind the broadhead. At impact, the outer sheath of the cartridge slides back allowing the contained dry and harmless pigment to eject, dusting the animal with pigment

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and leaving a telltale splash of pigment at the impact site. As the animal moves off, additional pigment is dropped onto the ground with the blood and is also brushed off the animals onto nearby bushes and tall grasses. To easily find the impact site and follow the trail, all you do is shine the unique Illumalight on the area and the specially designed pigment will glow brightly, leading you quickly to the downed animal. For more information, log onto shannonhuntgroup.com or call (334) 821-3201.

Illumanight

BuckEye Cam Bow Coach

BuckEye Cam Bow Coach The problem with teaching yourself to shoot or trying to improve your own shooting is that no one is constantly available to give you feedback on your shooting technique...until now! Now you can use the Bow Coach. The Bow Coach from the good folks at BuckEye Cam attaches to the riser of your bow. The Bow Coach is a unique training aid that detects any movement of your bowhand and bow and displays it

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graphically, giving you the instant feedback you need. Training with the Bow Coach will quickly allow you to develop a truly consistent and accurate shot and follow-through. For more information, log onto bowcoach.com or call (866) 325-8172.

Sims UltraMax LimbSaver The next generation of bow dampening! The brand new Sims UltraMax LimbSaver incorporates six independent sections to dampen bow vibration and noise faster and more efficiently than ever before. Additionally, the UltraMax is made with Next Generation NAVCOM material to improve performance and significantly extend the lifespan of the product. For more information, log onto limbsaver.com or call (877) 257-2761. Extreme H.D. Sights Extreme Archery has been licensed by Mathews to manufacture a new H.D. series of bow sights. Extreme H.D. sights will be available in two different housing sizes (1.75 inch and 2 inch),

Sims UltraMax LimbSaver

Extreme H.D. Sights

Stokerized Stabilizers

have a Mathews Harmonic Damper integrated right into in the housing for increased vibration reduction and are available in satin black anodize, titanium anodize, Mathews Lost Camo and Realtree All Purpose HD Camo. Models are also available with either a fixed plate or an 8-inch dovetail mount and with either tool-less or tool-less micro-drive adjustments for the windage and elevation. For more information, log onto extremearchery.com or call (606) 928-9447.

Stokerized Stabilizers Stokerized Stabilizers utilize a proprietary solid-rod material that is superior to either aluminum or carbon for dampening shot vibration. That material is lightweight, extremely durable and 93 percent transparent. Every stabilizer is assembled with a secret Tri-Lock process that eliminates the need for glue and further dampens vibration. Target and hunter models are available in ten distinct color schemes and a variety of popular camo patterns. For more information call (717) 867-1782.

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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

Solutions by Greg Staggs

he Value of Leadership • It’s a topic which immediately conjures up images of General Patton standing defiantly in the face of the enemy, or perhaps a vision of a resolute Martin Luther King delivering a powerful oratory message as he attempted to change the social conditions around him. Leadership is one of the most studied and simultaneously most misunderstood topics to grasp in the adult world. Having been involved with sports and organizations ranging from Cub Scouts to 4-H and spending substantial time with the military, leadership has played a key role in helping to form who I am as a person. After spending over a decade in sales organizations with Fortune 500 companies, I’ve seen good leaders and, unfortunately, more than my fair share of poor ones. Leadership is almost as easy to define by what it’s NOT as what it is. Leadership is not being a boss. There’s a tremendous difference between a leader and a manager. With one, the position is earned and with the other, it’s appointed. A good manager should strive to be known as a leader; sometimes, the two terms are mutually exclusive. Libraries could be filled with the amount of books written about what leadership IS. I’ve been quoted over the years as saying that leadership is two things: example and servitude. Leadership is influence. But by its most simple definition, a leader is someone with a following. Who’s following you? Good leaders know that to build an effective organization around them, they must cultivate people capable of carrying out tasks, but they must also do one other very important thing—they must replace themselves. Are you teaching someone the ins and outs of your business? If you had to leave to take care of emergency business in another state and be gone for a week or two, would your business run smoothly, or would you now have an emergency back home while you were gone tending to the first one? As a retail store owner, hopefully you’ve found someone who can do that on an interim basis. That person is most likely the store or department manager. But leaders also think longterm; what are you doing to replace yourself when you approach retirement, whenever that may be? When I worked in a locally owned sporting goods store for the better part of five years, I watched the owner pour himself into his business while I was working there and afterwards. The problem he encountered

was as he began to want to scale back, the ebb and flow of the business still depended entirely too much on him. Rather than being able to sell a successful business to someone else or properly transition it to someone he’d been mentoring, he sadly ended up just shutting it down after it had been a fixture in his town for over 25 years. If you find yourself in a similar scenario, perhaps you may want to give thought to an exit strategy often employed by surgeons and other medical practitioners. I’ve known several doctors who built up a practice large enough to support them buying their own building and filling it with equipment needed for their trade—not unlike you as an archery store owner have done. They practiced solo for years, but when they started thinking about getting out of the rat race and enjoying the fruits of their labor by travelling more often or simply not having to go to the office every day, they began looking around for a replacement. The concept here is to begin a gradual transition. At first, the entering partner enjoys a place to ply his trade and get his name out, especially with the already-established clientele. After a period of time, you may begin to notice things such as equal billing on the sign out front, and the person who spent years building up the practice takes liberty to be gone more and more throughout the week. This obviously coincides with contracted terms in which the earnings may be more likely split down the middle, even though the recently introduced partner is benefitting from the already established business. The tradeoff is the founder of the business is getting to enjoy some well-earned time off. The new partner eventually takes over the practice and inherits a thriving business as the original owner quietly exits the scene with little fanfare. The difference here and what I witnessed firsthand with the sporting goods store I worked at is leadership. Leaders have vision for the future, and put a plan in place to make it happen. It’s easy to get mired down in the day-to-day activities of running a successful archery shop. There are so many things to manage with ordering, researching customer trends, technical training to stay on top of, product education, trade shows to attend, and countless other things that fill your day. But leaders have one thing in common: they don’t just play the game. They play the game to win. That means not only at the end of every day, but at the end of a career.

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Inside Archery 107 March 2010

Inside Archery 108 August 2008