SHOT Business November / December 2023 by SHOT Business

WWW.SHOTBUSINESS.COM NOVEMBER/DECEMBER 2023

STEALTH OPERATOR UNVEILS INNOVATIVE MICRO COMPACT MULTI-FIT HOLSTER PAGE 4

SHOT SHOW

INNOVATORS & INFLUENCERS

2024 PREVIEW

TEN LEADERS IN THE SHOOTING SPORTS INDUSTRY

THE TIMELESS

.45/70

NEW PRODUCTS

SEE PAGE 4 AND VISIT US AT BOOTH# 20430 AT SHOT SHOW

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FIVE MINUTES WITH: SAVAGE

FYI: ALIEN GEAR IS RESHAPING EVERYDAY CARRY HOLSTERS

THE SIMPLE TRUTH: ARE YOU READY FOR BLACK FRIDAY?

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YOU MAKE IT… AVIENT MAKES IT

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For more idea inspiration, visit avient.com/outdoor or call 1.844.4AVIENT.

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NIGHT VISION & THERMAL OPTICS

TD32 MULTI-SPECTRAL RIFLESCOPE

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FT34

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is glad to announce that we will be at SHOT SHOW! Booth number #40756 PARD manufactures innovative night vision & thermal imaging devices.We believe that hunters, shooters and outdoor enthusiasts deserve the best possible products for their mission-critical needs, and we’re committed to making sure our customers have access to them. @PARD_USA l WWW.PARD.COM l 1-800-986-4370 l SALES.SUPPORT@OPTIMAXTECHNOLOGYLLC.COM

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Contents

SHOT Business | November/December 2023

CO LUMNS

FEA T U R E S

06 • EDITOR’S NOTE

18 • THE TIMELESS .45-70 By Wayne Van Zwoll

07 • NEWS BRIEFS

WWW.SHOTBUSINESS.COM NOVEMBER/DECEMBER 2023

14 • FIVE MINUTES WITH

24 • BIG RETURN By Christopher Cogley

16 • FYI STEALTH OPERATOR UNVEILS INNOVATIVE MICRO COMPACT MULTI-FIT HOLSTER PAGE 4

SHOT SHOW

TEN LEADERS IN THE SHOOTING SPORTS INDUSTRY

THE TIMELESS

.45/70

NEW PRODUCTS

40 • T H E A R C H E R Y B U S I N E S S PAVILION AT SHOT SHOW IN 2024 By Archery Business Staff

INNOVATORS & INFLUENCERS

2024 PREVIEW

32 • INNOVATORS AND INFLUENCERS By Slaton L. White

SEE PAGE 4 AND VISIT US AT BOOTH# 20430 AT SHOT SHOW



FIVE MINUTES WITH: SAVAGE

FYI: ALIEN GEAR IS RESHAPING EVERYDAY CARRY HOLSTERS

DEPA RTMENTS

THE SIMPLE TRUTH: ARE YOU READY FOR BLACK FRIDAY?

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44 • PRODUCT SHOWCASE By Slaton L. White

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Cover image by Stealth Operator Stealth Operator unveils innovative micro compact multi-fit holster.

48 • WHAT’S SELLING WHERE 50 • NEW PRODUCTS 56 • THE SIMPLE TRUTH

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TaurusUSA.com

NEW

THE ULTIMATE CARRY GUN.

FOR THE ULTIMATE EDC ENTHUSIAST. 9mm, 15-round capacity Optic-ready TORO slide

SHOT BOOTH #13038

Picatinny rail Interchangeable backstraps

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This issue’s cover brought to you by:

INTRODUCING THE STEALTH OPERATOR® MICRO COMPACT HOLSTER: Setting a New Standard in Universal Multi-Fit Holsters For a decade, Stealth Operator® has reigned supreme as the unparalleled leader in the multi-fit gun holster industry. Proudly boasting a single SKU that caters to a staggering array of over 150 firearms, including renowned brands like Glock, Sig, Taurus, S&W, Springfield, and many more, Stealth Operator® has become the go-to choice for both multi-gun enthusiasts and dealers aiming to streamline their holster inventory. With versatile options available in both outside and inside the waist configurations, as well as accommodating right and left-handed users, Stealth Operator® ensures everyone is well-covered. But the excitement doesn’t stop there. Stealth Operator® is thrilled to unveil its latest innovation: the Micro Compact Holster. Meticulously crafted to snugly embrace the most sought-after micro carry guns on the market, such as the Glock 42, Glock 43x, Sig 365x/XL, Springfield Hellcat, and a host of others, this holster is designed to harmonize seamlessly with most optics. Customers will have the choice between the discreet concealable and the dependable outside-waist configurations. What sets Stealth Operator holsters apart is our patented Frame Lock Technology™. Each holster is injection-molded to deliver unparalleled toughness and strength, surpassing even Kydex in durability. They are meticulously engineered to be optics-ready, remaining unfazed by high heat conditions and offering a forward cant for optimal draw. Furthermore, their low-print construction ensures minimal visibility during concealed carry. Stealth Operator® Holsters are more than just reliable; they are an embodiment of American craftsmanship, proudly made 100% in the USA. To demonstrate our unwavering commitment to quality, every holster comes backed by a limited lifetime warranty, ensuring your peace of mind and long-term satisfaction. To explore the full spectrum of Stealth Operator® accessories and to learn more about the Micro Compact Holster, visit our website at www.stealthoperator.com. For an exclusive hands-on experience, don’t miss the opportunity to visit us at the Shot Show, Booth# 20430. Discover the new gold-standard in universal multi-fit holsters and experience the unmatched quality of Stealth Operator® for yourself.

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EDITOR’S NOTE

Boon Or Boondoggle?

EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE GROUP MANAGING EDITOR w HILARY DYER ART DIRECTOR w TOD MOLINA

Black Friday is coming. Are you ready?

ne of the biggest sales days of the year is approaching: Black Friday. This event can be a boon to retailers, but it can also be a boondoggle. The key is proper planning, as Miles Hall explains in The Simple Truth (page 56). But it’s more than just that; Miles and his team went out of their way to create a warm, inviting atmosphere where their guests could enjoy themselves. There was no mad scramble for merchandise or squabbling in the aisles among agitated shoppers, scenarios that social media loves to showcase. Take his advice to heart. Miles also notes that SHOT Show is a great place to begin preparations for Black Friday. And since SHOT Show is just around the corner, this month on page 24 you’ll find an article that outlines why attendance at this annual event is so important—not only to retailers, but to manufacturers, distributors, and marketers as well. With so many booths, there is a lot to see, which means my schedule, like any attendee, gets quite crowded. But over the past couple of

years I have made a special effort to reserve time for the Supplier Showcase. Instituted by the NSSF a few years ago, the Supplier Showcase is designed to be a dedicated event for suppliers to display their shooting, hunting, and outdoor material supplies off the main trade show floors. Initially, the Supplier Showcase was a one-day event on the day before the SHOT Show opened, but the response by attendees and exhibitors has been so encouraging that it is now a two-day event. Attendees last year were able to meet with more than 500 suppliers who offered countless materials and solutions for attendees’ manufacturing needs. If you use or produce tools, machinery, plastics, fabrics, OE materials, logistics, software, or other products and services for the shooting, hunting, outdoor and law enforcement industries, then the Supplier Showcase is an opportunity to connect with a wide range of manufacturers and other industry professionals. The year Supplier Showcase debuted, I sent a writer upstairs for a short feature in SHOT Daily. He came downstairs about an hour later and told me to come with him. “You gotta see this,” he said. He was right. This issue also marks the third installment of “Innovators and Influencers,” a feature in which we highlight ten members of the shooting sports community for their contributions to our industry and the community at large (page 32). And like the previous two, we see a wide range of people, from those who specialize in sales and distribution to classic tinkerers whose mission in life is to build better mousetraps. There’s also the buying group that during the pandemic took the lemon it was handed and made lemonade by creating a new business model. It was one smart move.

ADVERTISING SALES TEAM w DON HARRIS w TOBY SHAW w BRAD BISNETTE COLE PUBLISHING ADMINISTRATION PRESIDENT, COLE PUBLISHING w JEFF BRUSS PRESIDENT, GRAND VIEW OUTDOORS w DERRICK NAWROCKI NSSF ADMINISTRATION PRESIDENT & CEO w JOSEPH H. BARTOZZI SENIOR VICE PRESIDENT & CCO w CHRIS DOLNACK VICE PRESIDENT, MARKETING w BILL DUNN SENIOR VICE PRESIDENT FOR GOVERNMENT & PUBLIC AFFAIRS, ASSISTANT SECRETARY & GENERAL COUNSEL w LAWRENCE G. KEANE VICE PRESIDENT, HUMAN RESOURCES & ADMINISTRATION w DEB KENNEY VICE PRESIDENT & CFO w JOHN SMITH MANAGING DIRECTOR, MEMBER SERVICES w JOHN MCNAMARA SHOT BUSINESS is published six times a year: January/February, March/April, May/June, July/August, September/October, and November/December by COLE Publishing, Inc., 1720 Maple Lake Dam Road, Three Lakes, WI 54562 and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470-2359. All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Postage paid at Three Lakes, WI 54562 and at additional mailing offices. COLE Publishing is not responsible for researching or investigating the accuracy of the contents of stories published in this magazine. Readers are advised that the use of the information contained within this magazine is with the understanding that it is at their own risk. COLE Publishing assumes no liability for this information or its use. COLE Publishing assumes no responsibility for unsolicited editorial, photography, and art submissions. In addition, no Terms and Conditions agreements are recognized by COLE Publishing unless signed and returned by the Editor. POSTMASTER: Send address changes to: SHOT BUSINESS P.O. BOX 220, THREE LAKES, WI 54562. ADVERTISING: Advertising inquiries should be emailed to shotbusiness@colepublishing.com. No responsibility will be assumed for unsolicited materials. SHOT BUSINESS is a registered trademark of NSSF. Contents copyright ©2023 by NSSF. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher. MEMBER/SUBSCRIBER SERVICES: membership@nssf.org

Slaton L. White, Editor

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NEWS BRIEFS N E WS

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PR O MO T I O N S

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AWAR D S

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OU T R EA CH

A New Name in Ammunition

ista Outdoor Inc., the parent company of 41 renowned brands, including Federal Premium Ammunition, which design, manufacture, and market sporting and outdoor lifestyle products to consumers around the globe, announced last spring that the company planned to separate its Outdoor Products and Sporting Products segments into two independent, publicly traded companies. The company expects to create these companies through a tax-free spinoff of its Outdoor Products segment to Vista Outdoor shareholders.

Following the spinoff of its Outdoor Products business, Vista Outdoor will be rebranded as The Kinetic Group. The name, logo, and NYSE ticker (“HUNT”) were unveiled by Sporting Products president and CEO Jason Vanderbrink in late summer during an employee town hall held at the CCI-Speer ammunition factory in Lewiston, Idaho. In doing so, he emphasized the continued comittment of the new company to leadership in the ammunition category. Two other priorities would be community support and conservation. The company’s new name, The Kinetic Group, surfaced among employees during the

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naming process and represents the energy behind the company and its leading ammunition brands. “The performance of our products is so often measured in energy on target,” says Vanderbrink. “Kinetic energy is the force behind our world-class brands and exhibits the spirit of the 4,500 American workers who represent our company. The process of developing a new company name and identity has been exciting and inspiring. We’re all proud of the brands we represent and the products we make in our four American factories. Harnessing the enthusiasm of our employees throughout this process was pivotal to coming up with the best name and

logo as we move closer to becoming a standalone company.” According to Vanderbrink, after the strategic separation the Kinetic Group name will be used for corporate identity to bring employees and stakeholders together with a common purpose and strategic approach. “To hunters and shooters, their favorite brand of ammunition will take center stage as it always has; they’ll look for CCI, Federal, HEVI-Shot, Remington, and Speer on the shelf, at events, and online.” The company is on track to execute the separation in calendar year 2023. (thekineticgroup.com)

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NEWS BRIEFS

Rimfire Defender CCI’s latest new .22 LR rimfire product launch—Uppercut Defense .22 LR—is built for short-barreled, self-defense handguns.

he .22 LR remains the most popular cartridge in America, to the delight of target shooters, casual plinkers, and varmint dispatchers across the nation. The one task that this versatile century-old round was not designed for is for self-defense. But that’s all changed, thanks to CCI, the historic industry leader in rimfire ammunition. It’s no secret CCW permit applications and guns sales have soared over the last several years. As a result, there are many new shooters looking for new ammo choices, some of whom may not be comfortable with the muzzle rise and recoil of a large-caliber centerfire pistol. CCI Uppercut, the company’s first product that falls in the personal protection ammo category, answers the call for more .22 LR self-defense ammo, delivering both power and performance.

PERSONAL CHOICE

“Protection of oneself should always be personal. The decision should depend on how you prefer to carry. Your choice should be sized to fit your needs and built to defend you adequately and dependably,” says Jason Slinkard, CCI’s rimfire product director. “There are a lot of people that can’t rack the slide on a centerfire pistol, and most of those people can’t manage the recoil, either. This product is for them—and for anyone else for that matter—who uses a .22 LR pocket pistol.” “At CCI we have talked about making a .22 LR defensive load for a long time. We finally decided that people are already carrying .22 LRs, so we might as well build a .22 bullet optimized for protection. And the robust design we finalized is certainly quite different than any traditional .22 Long Rifle ammunition designed for

hunting and target shooting. For self-defense rimfire, it is quite impressive.”

A DEFENSIVE BULLET

Traditionally, .22 LR bullets have fallen into three primary categories: lead round nose, copper plated, and copper-plated hollow points. None of these consistently perform well in gel tests for self-defense ammo because they do not shed energy in a uniform and efficient manner. Over-penetration, under-penetration, bullet fragmentation, and other issues have prevented the .22 LR from being taken seriously as a selfdefense cartridge. “When we set out to build a defensive rimfire bullet for CCI, we took what we already knew about our jacketed hollow point ( JHP) bullets, but we also worked with defensive ammunition engineers from our sister company,

CCI's Uppercut .22 LR ammo is a good choice for users who can't manage the recoil of a centerfire pistol.

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 The CCI .22 LR bullet is designed to initiate full and reliable expansion through shortbarreled handguns while retaining the weight needed for critical penetration.

Speer, to achieve the best in terminal performance attributes,” says Slinkard. Most .22 LR projectiles weigh around 40 grains and travel from the muzzle at around 1,300 feet per second (fps) out of rifle-length barrels. But when shot at lower velocities, such as when fired from short-barreled pistols, .22 LR still produces approximately 150 foot-pounds of energy. That energy can do the job for terminal performance, but the primary reason the .22 LR has never been adopted as a self-defense round has less to do with terminal ballistics and more to do with a lack of suitable bullets. “From the start, we knew .22 LR was limited in performance, so we were not focused on barriers and the other technical elements that go into ammunition for duty guns,” says Slinkard. “By not being restricted by barrier-test results, our engineering team concentrated on a bullet that was ideally suited for common self-protection scenarios—one that would perform exceptionally well in bare gel or light clothing.”

The result of CCI’s exhaustive research and development was the creation of an all-new projectile. Unlike the simple lead round nose or copper-plated hollow points typical of most rimfire ammunition, Uppercut’s exclusive jacketed hollow point bullet has the thickest jacket of any CCI .22 LR bullet. It initiates full and reliable expansion through short-barreled handguns—and it does that while also retaining the weight needed to hit the critical penetration depths so necessary for adequate self-defense.

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(cci-ammunition.com)

THE UPPERCUT CONCEPT

Other .22 LR ammunition designed for selfdefense, such as Federal Premium .22 LR Punch, is designed specifically for deep penetration, not expansion. But the CCI Uppercut bullet is designed for expansion and weight retention. “CCI Uppercut achieves eight to ten inches of penetration in ballistic gel with controlled expansion out of short-barrel pistols,” says Slinkard. “Upset results in a beautiful, deep, six-petal design.”

P r o t e c t i o n o f o n e s e l f s h o u l d a lw ay s be personal. The decision should d e p e n d o n h o w y o u p r e f e r t o c a r r y. Your choice should be sized to fit y o u r n e e d s a n d b u i lt t o d e f e n d y o u a d e q u at e ly a n d d e p e n d a b ly. ❚

Uppercut features a 32-grain jacketed hollowpoint bullet. Nose skiving on the bullet ensures petals peel back for uniform and consistent expansion. The load’s velocity is optimized for performance through 2.5- to 4-inch handgun barrels yet penetrates to effective depths. The load clocks in at 950 fps out of a typical short-barreled handgun. “What makes this product stand out is its plating thickness. Typically, our .22 LR bullets, such as our popular Mini-Mag line, have a thin flash plate that requires wax to keep the barrel from leading,” says Slinkard. “The copper-jacket plating on Uppercut measures six thousandths inch, which is similar to popular .22 Win. Mag JHP bullets designed for selfdefense from Speer. This design feature is a key to its overall effectiveness as a self-defense bullet.” This thick plating helps deliver the expansion without petal loss. The robust copper plating on these bullets also replaces the wax traditionally applied to .22 LR ammunition. Because of the plating, Uppercut bullets don’t need to be waxed. That, in turn, reduces fouling and improves feeding at all temperatures. And, like with all CCI products, Uppercut features dependable priming and propellant. Packed in 50-count boxes. SRP: $12.99.

 Uppercut features a 32-grain jacketed hollow-point bullet.

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NEWS BRIEFS

Professional Trainer Jim Meyers Joins Alien Gear Holsters

lien Gear Holsters, America’s leading brand of injection-molded holsters, recently announced that professional firearms trainer Jim Meyers has joined the Post Falls, Idaho-based company. Meyers will fill the position of LE/Military Product Training Specialist and will work with Alien Gear Holsters’ staff along with distributors and dealers from coast to coast. He will also attend trade shows as a company representative and work to fulfill a wide range of additional duties related to training, product introductions, and new product launches. Additional duties include performing various business functions and providing insight and feedback on products and events in the field. Meyers brings years of training and firearms experience to the new position and is a widely recognized master-level firearms instructor and armorer. He has decades of experience in law enforcement and firearms training, both in the classroom and on the shooting range. Meyers has conducted extensive training domestically and internationally with military and law enforcement units, private security details, and also with civilian students. He also has more than two decades of in-the-field LE experience and is a graduate of the F.B.I. National Academy. Meyers has won numerous prestigious shooting industry awards. “We’ve been looking for a key component to add to our team, and in Jim Meyers we found exactly what we needed—a top-notch shooter and trainer with a solid L.E. background and a passion for training our first responders,” said Joe Lienemann, Director of L.E. Sales with Tedder Industries. “We couldn’t be happier to welcome him to our team.” (aliengearholsters.com)

FN Expands .22 LR Pistol Line Following the successful launch of the optics-ready FN 502 Tactical, FN America, LLC is expanding its .22 LR offerings with the all-new FN 502 MRD. “When we first started the development of the FN 502 platform, our goal was to up the ante for quality and versatility in a new rimfire pistol, applying our expertise in factory-milled optics-ready slides, suppressor-ready barrels, and professional-quality triggers, some of the most sought-after benefits in the FN 509 and FNX pistol product lines. We truly set a high bar for the industry,” says Chris Cole, vice president of sales for FN America, LLC. “The MRD model is the natural evolution of the FN 502 platform, allowing users to add a red dot and make the most of the exceptional trigger. The MRD model offers another high-performance .22 LR pistol for our customers who value affordable quality in their rimfire pistols.” The FN 502 MRD shares the same optics mounting system as the Tactical model that was inspired by the company’s patented Low-Profile Optics-Mounting System. Compatible with multiple micro red-dot optics, users are able to swap out the MRD insert plates with integrated sights depending on their optic of choice. The hammer-fired FN 502, with its best-in-class single-action trigger, performs like a robust-style target pistol, delivering fast, accurate rounds on target. It offers superior ergonomics inspired by the grip profile of the FN 509 family of pistols and delivers the perfect balance between slide and frame along with fully ambidextrous controls. The FN 502 MRD ships with two 10-round flush-fit magazines along with the necessary plates to mount compatible micro red-dot optics. Due to its similarity in muzzle and trigger guard dimensions to the FN 509, the FN 502 MRD will fit in most FN 509 holsters. SRP: $469. (fnamerica.com)

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CLARK VARGAS

Clark Vargas, 78, passed away in his home on August 1, 2023, after a courageous battle with cancer. In a career filled with achievements, he will probably be best remembered for a vision he had some 30 years ago. He saw a world of carefully designed and engineered shooting ranges that would offer recreational shooters a first-class experience. At the time, it was uncommon thinking shared by only a few other fellow believers in the industry. But as a master marksman (a skill he developed while serving in the U.S. Army and from participating in high-power rifle, conventional shotgun, rifle silhouette, NRA action, and IPSC-style pistol competitions) and owner of an engineering consulting firm, he had the talent, the tools, and the means to act on his vision. The result of his out-of-the box thinking was a new generation of innovative facilities that has allowed the industry to not only grow, but to thrive. In the process, he encouraged owners of potential shooting ranges to “think big” and look deep into the future with the aim of not only providing an unrivaled shooting experience for current shooters, but to consider (and accommodate) the different needs of the next generation. As he once said, this master plan idea allows the owners and operators of shooting ranges “to support the future needs that they don't realize they're going to have.” As a result of his efforts, modern shooting ranges continue to push the boundaries of the shooting experience. From turning targets to increasingly complex tactical setups, ranges offer training opportunities unheard of just a few years ago. At the same time, massive shooting sports complexes are sprouting up across the country. Shooters can thank Clark Vargas for helping usher in this golden age. Retail consultant Miles Hall, who writes “The Simple Truth” column for SHOT Business, said, “Clark was a man of great vison and care for the shooting sports. Today there are millions of shooters in the sport due to his efforts and range design work. I was honored to be his friend.”

Shooter’s Choice Refreshes Gun-Cleaning Line

o mark the 40th anniversary of Shooter’s Choice, the company is launching a branding refresh and updates to their cleaning kit line. These changes are key to reestablishing Shooter’s Choice as a competitive, quality option for gun cleaning and repositioning it as the long-trusted “Gun Care Professionals.” As part of the brand refresh, Shooter’s Choice is introducing a bold new face of color. The vibrant update is the most notable change for the brand and comes after much consideration and collaboration between the marketing and sales teams at Shooter’s Choice. “We knew a change was needed to better align our brand with our vision,” says creative director Mark Komondor. “To further establish itself, we shifted the brand to be bolder while also giving it a unique style that called back to previously used elements, including the logo, colors, and fonts. With respect to those key historical aspects, we also set out to differentiate the brand from competitors with new concepts.” In concert with the brand refresh, Shooter’s Choice is also launching new cleaning kits. They position the brand competitively in the current market, ensuring a quality product at a budget-conscious level. The new kits will be available in popular single-caliber configurations: .22, .30, 9mm, .40, and .45. There will also be a new 12-gauge package. All are available as private-label opportunities at low minimum quantities. Shooter’s Choice is also releasing new mops, brushes, and jags at competitive retail prices. “This is an undertaking born by our passion for firearms,” says CEO Bill Kleftis. “We were able to elevate the quality of our kits when compared to others in the market, infusing our standards and practices by working closely with our partner and completing final assembly in our U.S. facility. We are able to create the best value brand by combining our partner’s assets with several USA-made key components, such as our FP-10 Lubricant Elite CLP, in every kit.” (shooters-choice.com)

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NEWS BRIEFS

Self-Defense Course Features Simplicity in Safety

“new” method of self-defense and personal protection has emerged to provide the edge over modern attackers. In fight-orflight mode, one lacks the calm thinking and fine motor skills to execute martial arts moves commonly taught at your local dojo. In response to the urgent need for simplicity in safety, Damian Ross, author of “Self Defense for Dummies” and founder of the Self Defense Company, has created the Self Defense Training System, turning the martial arts world on its head by delivering critical self-defense skills online and making life-saving self-defense accessible and affordable for everybody. “Released in 2007, the Self Defense Training System is the easiest, fastest, and most efficient self-defense course anyone can use regardless of age, size, or previous experience,” says Ross. “Free from the traditional martial arts sport and ceremony, the moves and skill sets learned through the SDTS are straightforward tactics engineered for fight or flight mode, drawing from over a century of modern warfare and hand-to-hand combat knowledge. With over 60 hours of streaming training and support, it empowers individuals to defend and protect themselves and their families, with no partners or classes required, all from the comfort of their homes.” Based on over a century of modern warfare, the Self Defense Training System (SDTS) starts with skills anyone can learn now and use tonight, like situational awareness and making themselves a hard target to help avoid being stalked and set up by a potential attacker. With over 600 videos of short, easy-to-remember courses, an individual can apply core combat tactics to their everyday situational awareness to

prevent potential needs for self-defensive action and learn the valuable skills necessary for self-defense when evasion is no longer viable. All-encompassing, the Self Defense Training System covers all the essentials and touches on advanced techniques and conditioning, promoting not just defensive tools but overall fitness and well-being. According to Ross, through the SDTS, one can discover strategies to make themselves a hard target, heighten awareness of surroundings and potential threats, sharpen self-defense instincts and respond proactively to impending danger, master hand-to-hand combat essentials and defend against all attacks, and learn how to use weapons and defend against them. Those enrolled can ask questions, which are answered by knowledgeable, certified instructors, and can access live training webinars and events. Those who complete the entire program receive a certificate of completion in addition to the accumulated practice drills, downloadable manuals, and real-world skills. How effective is the SDTS? Over the past decade, the company has created a track record of success in helping tens of thousands to defend against actual violence. No matter the place, time, or event, being prepared and ready to defend oneself or others is not a luxury. With the help of SDTS, it is easier than ever to be prepared for all encounters and situations. SDTS also offers concealed ballistic protection to citizens, teachers, students, and commuters with its Bodyguard Brand of bulletproof backpacks and jackets. (myselfdefensetraining.com)

The Self Defense Training System is an at-home course that benefits anyone, regardless of age or size.

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NEWS BRIEFS

Steiner Optics Partners with Centrifuge Training Steiner Optics recently announced a strategic partnership with Centrifuge Training, a respected training organization specializing in tactical skills development. This collaboration aims to revolutionize the way tactical optics training is conducted and provide law enforcement, military, and professional shooters with cutting-edge techniques and tools for enhanced performance in the field. Steiner Optics has long been recognized for its commitment to innovation and precision in optics manufacturing. With a rich heritage dating back more than 70 years, Steiner has consistently delivered products known for durability, clarity, and reliability. From binoculars and riflescopes to laser devices and rangefinders, Steiner Optics offers a comprehensive range of optics solutions tailored to meet the demanding needs of professionals across various industries. Centrifuge Training (centrifugetrainig.com), founded by a team of experienced defense professionals with extensive backgrounds in law enforcement and military operations, is dedicated to providing top-tier training programs that enable individuals to develop and refine their tactical skills. The organization's comprehensive curriculum covers a wide range of topics, including firearms proficiency, tactical operations, and situational awareness. By partnering with Centrifuge Training, Steiner Optics intends to bring their industry-leading optical technology into the training arena, enhancing the effectiveness and realism of tactical training exercises. The integration of Steiner's state-of-the-art optics with Centrifuge Training's immersive programs will offer trainees a unique opportunity to experience real-world scenarios with unparalleled clarity and precision. Together, Steiner Optics and Centrifuge Training will collaborate on various initiatives, including the development of specialized training programs. Steiner's advanced optics will be integrated into Centrifuge Training's curriculum, enabling participants to optimize their skills using the latest optical technology in realistic training environments. By leveraging their respective expertise, the collaboration will set a new standard in tactical optics training, equipping professionals with the tools they need to excel in critical situations. (steiner-optics.com)

• In Stock Lead Times • Adjustable Retention • Injection Molded Polymer • Unlimited Lifetime Warranty • Maximum Comfort & Deep Concealment

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by robert FIVEa sadowski MINUTES

WITH ...

Beth Shimanski, Director of Marketing, Savage Arms

Today, she spends time with her family in the woods or on the waters of Minnesota and Wisconsin. Hiking, hunting, and exploring has become a huge part of her free time, where she “enjoys seeing as much of our beautiful world as I can.”

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

Beth Shimanski: Without question, growing

our industry. The past few years we have seen an influx of new hunters and shooters. Our challenge is now to continue this growth of new people in this space as well as keeping those who are currently in the space active. We strive to understand what brings in new people, but also what keeps them out of our industry or prevents them from being more active. Savage strives to provide not only the right products for every type of hunter or shooter, but content they can consume to become even more comfortable in this space. We also know there are constant threats to our industry, whether that be political limitations or imposing legislation on where and how we recreate, hunt, and shoot. Partnering with organizations that are helping us on these fronts will best set us up for longer-term success in these areas.

SB: What opportunities do you see?

Constant Evolution At Savage Arms, standing still is not an option. The development of innovative product is top of mind for every employee.

aised in Hutchinson, Minnesota, Beth Shimanski grew up in the outdoors. She was an active camper, hiker, and angler, passions she still enjoys today. Her

hunting instinct was activated when she joined Savage Arms in 2017. A three-sport athlete in high school, Shimanksi converted her passion for swimming into a four-year athletic career at the University of Minnesota, where she earned a Bachelor’s Degree in Sports Management. She then earned a Master’s Degree in Sports Administration from the University of Wisconsin-La Crosse and an MBA from Augsburg College. Her love of helping others was demonstrated by a 15-year commitment to coaching swimming at the collegiate and highschool level, where she “helped others become better versions of themselves by helping them achieve things they once thought impossible.” Prior to joining Savage, Shimanski spent a decade at Polaris Industries, where she fell in love with connecting her brands to people who also loved the outdoors. When she joined Savage Arms, she took that same passion and applied it to the hunting and shooting sports communities.

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BS: This industry has seen growth in the last few years, but we need to continue to learn from those new entrants to accelerate the next wave. We know that certain demographics or geographic regions are growing faster than others. As marketers, we need to best understand the metrics to which we have access to better help us not only maintain, but also speed up this growth. The next generation of hunters and shooters are hungry to be active members in our space, and we are seeing a huge push for mentorship. We need to leverage current firearm owners in order to bring in the next generation of owners and users. Sb: When you get up in the morning, what gets you excited about working in the industry? BS: Every day in this industry is different. Consumers change. Competition changes. Marketing trends change. Our brand and products change. As a marketer, this poses a great challenge to constantly be refining and reinventing how we go to market. As a hunter and shooter, working in this industry is invigorating. Like-minded people

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by slaton l . white

 The 110 Elite Precision has been designed for long-range shooting.

working together to create an engaged consumer base is exciting. Our consumers use our products as a tool to complete a task, whether that is success at a competition, new trophies on the wall, a freezer full of meat, or protecting their loved ones. The products we provide help people fulfill a passion they have, and that is exciting to me to get to market to that passion.

SB: How will you meet the expectations of your customers? BS: At Savage, we are constantly evolving, just like our consumers. Listening to our business partners and consumers helps us drive changes in how we do this and what we bring to market. We know that doing things how they were done in the past will not propel us to where we want to be in the future. We are constantly innovating our product line-up to meet the new demands of consumers. We reshape manufacturing processes continuously to be a better supplier to our business partners. And we are always thinking of new ways to communicate, educate, and engage with our consumers from the marketing side of the business. SB: In a very competitive world, how does Savage stay ahead of the pack?

BS: Challenging the norm, every day. We know we cannot rest for one day in this industry. We have a hungry team of engineers, marketers, sales, retailers/dealers, and factory staff who know that if we don’t get better every day, we will fall behind. This mindset of doing things better and differently keeps us moving ahead of the competition. That could mean new processes, new products, better training, or new ways to reach people. There is a lot of noise in front of consumers today; our daily goal is to make Savage stand out to them.

SB: The new Impulse straight-pull centerfire rifle was a departure from the norm for Savage. Why did the company pursue this course?

BS: I wouldn’t say it was a departure from the norm,

per se. We have always focused on product innovations and bringing reliable, accurate rifles to the marketplace. We have been very open in stating that we want to play in every aspect of the firearms market, including segments that might be non-existent in the U.S. market. When we looked at our opportunities as a global brand, a straight-pull rifle, built in the U.S. and sold for well under the price point that the other brands in this space sell for in the U.S., we knew we had a great opportunity with Impulse.

SB: What design and engineering challenges had to be overcome to bring Impulse to market?

BS: The major challenge to overcome when

designing and launching Impulse was reassuring consumers about the safety of a straight-pull rifle. With a traditional bolt-action rifle, you are very clear when you close that bolt and it is locked in place. There are unknowns and concerns from end users with a model and operating style with which they are not familiar. Developing the Hexlock lock-up system, and clearly communicating that system, was key to helping Impulse gain traction in the U.S. market.

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ing very accurate factory rifles. How does the company do this?

BS: Savage has taken the processes that you find

at a gunsmith or custom shop and brought them into mass manufacturing. We have an accuracy equation that goes into every rifle we make, whether that is our entry-level Axis line-up or our premium Precision series models. Processes like zero-tolerance head spacing, meaning every single bolt is married to that barrel for unmatched seeding of every round into the barrel, make a difference. A floating bolt head and precision rifling are other areas we focus on for accuracy. And finally, if needed, every barrel is hand straightened by highly skilled operators in the factory. All of these various features add up to an unmatched accuracy equation you can find in every Savage rifle, right out of the box.

(savagearms.com)

dealers and customers?

BS: The initial response to Impulse was well

beyond our expectations. In just the first few weeks after launch, we had well surpassed our forecasted volume. Since then, we have introduced three more models to the line-up and demand remains strong. Once people get used to the different style of operation, they become a believer in Impulse. We want people on the range to try the straight-pull for the

expanded to five models.

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SB: Savage has a well-deserved reputation produc-

SB: How has the Impulse been received by your

 The Impulse straight-pull rifle line has now

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first time. Sometimes they struggle the first few times because the Impulse’s no-lift bolt handle is so different than the operation of a traditional boltaction rifle. But after a few rounds, and especially after putting the rifle to use in the field, we are seeing people become true believers in the system.

 Big-game hunting helps Beth Shimanski stay current on Savage’s rifle line-up.

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by robert by shannon farlow FYI a sadowski

have one holster that checks so many boxes, where they previously had to have many holsters for the same gun to accomplish what they needed.” For gun stores, the Photon’s do-it-all capability can significantly reduce the volume of holsters they need to keep on hand. This space-saving dream can effectively replace six to eight holster SKUs with a single SKU. It’s no surprise then that the Photon is fast becoming a best seller.

Secret to Success Alien Gear Holsters maintains a strong presence across the various social media platforms. By leveraging key influencers and producing high-quality content, Alien Gear has developed a loyal online following—over two million and growing. Hostetter, however, attributes Alien Gear’s success to much more than savvy marketing. “Our people are what make our company great, and our people care deeply about making the best gun holsters on the planet. That pride in workmanship has always been a key to our success. Our customer base prefers to buy USA-made products. We control our own destiny better by manufacturing in the USA and not having overseas supply-chain constraints. We work closely with many USA-based companies. We control our costs and product quality through our strong kaizen culture efficiencies.”

The Photon can be easily set up for multiple IWB and OWB wear. It also can be finetuned with adjustable cant, retention, and ride height.

Reshaping Everyday Carry Alien Gear’s new Photon holster provides an all-in-one solution.

the number of people who carry a handgun daily continues to grow, holster manufacturers are working overtime to meet the historic demand and provide shooters with the latest technology. The changing,

often complex, needs of today’s shooters are driving holster innovation. Alien Gear Holsters has been pushing the envelope with next-generation designs and engineering developed at their facility in Post Falls, Idaho. Alien Gear’s new Photon holster easily ranks as one of the most exciting models of 2023. The Photon holster provides an all-in-one solution for both shooters and retailers.

Checking All the Boxes A unique, fully adjustable design makes the Photon holster ideal for a variety of purposes.

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The ambidextrous Photon can be easily set up for multiple IWB and OWB configurations and fine-tuned with adjustable cant, retention, and ride height. It’s compatible with threaded barrels and high/co-witness sights, features an optic cut-out, and is side-car ready with the optional mag carrier. The Photon Light-Bearing version gets bonus points for working with most handgun lights. “The new Photon holster checks off all the boxes that our customers and retailers are looking for in a gun holster,” says Shawn Hostetter, CEO of Tedder Industries (owner of Alien Gear). “The Photon line is one of the first retail-focused holsters that allows for lights and optics, which reduces the number of SKUs a retailer needs to have on hand. Retailers around the country have been extremely happy to finally have an answer to this massive problem in the holster category. Consumers are very excited to

A fully adjustable design makes the Photon holster ideal for a variety of purposes.

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The all-purpose Photon can reduce the volume of holsters a retailer needs to carry.

Growing Fast and Gaining Momentum Alien Gear Holsters has additional products in the works, including a pre-positioned tourniquet that can be attached to their various holster models. Called the Taq Strap, the tourniquet is designed to save the lives of police officers, soldiers, and others who serve on the front lines. “The military, law enforcement, special ops, and many other customer groups are extremely excited

to see this innovative new product hit the market,” Hostetter says. “It will integrate with our Rapid Force professional-grade holsters, as well as our EDC Shapeshift and Cloak holsters when attached to our new swivel drop leg. It allows the wearer to stay in the gun fight and deliver return fire even if they get hit. It is a game-changing product that will save lives.” The company continues to expand their footprint across the shooting sports industry. In 2023, Alien Gear Holsters partnered with several large retailers, including Bass Pro Shops, Cabela’s, and Sportsman’s Warehouse. This move will enable Alien Gear to support a much broader customer base. “We are getting more innovative by the day. We are building strong industry relationships. We are growing fast and gaining momentum, especially in military, law enforcement, and international markets,” Hostetter says. “Our relationship building, strength of listening to and acting on our customers’ input, and nimbleness and willingness to change to improve make us a force to be reckoned with. We will see strong organic growth over the coming years and we are focused on purchasing other synergistic brands and companies.”

Range time helps CEO Shawn Hostetter evaluate holster form and function.

(ALIENGEARHOLSTERS.COM)

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.45-70

THE TIMELESS

It’s 150 years old, with thumb-size bullets that drop like stones. Only lever rifles want it. Why should your customer? by Wayne van Zwoll

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THE TIMELESS .45-70

he dissolution of Remington’s firearms business in the fall of 2020 ended its 13 years under the control of Cerberus Capital Management and the Freedom Group. Marlin, then owned by

1886-pattern Winchester .45-70s by Miroku of Japan. Rifle shoppers mind appearance, handling qualities, performance (reliability and accuracy), and price. But many potential buyers are swayed by the hardware’s history. When did the rifle and cartridge become popular? What events defined those times? Who used the original rifles and loads? How were they employed? Why did they outlive their contemporaries? The latest hot-rod cartridges—say, the 6.5 PRC— are ballistic champs. But there’s little else about them that begs attention. The .45-70, however, has a long, rich history that can help sell rifles and ammo.

Remington, was among industry brands sold off. Lever-rifle enthusiasts cheered when Ruger bought Marlin and promised a revival. The template for that crusade’s first rifle: Marlin’s Model 1895 in .45-70. The next two Marlins from Ruger’s shop are also .4570s. Why, in an era of javelin-length bullets and bipod-propped bolt rifles with scopes as big as rolling pins, would Ruger bet its next project on a cartridge BACK WHEN predating the phonograph? Credit our Civil War for inspiring the .45-70. Union “Marlin’s 336 in .30-30 was by far the brand’s top infantry fought mainly with front-loading .58 rifles seller since that rifle’s 1948 debut. But we decided named for the government armory in Springfield, ubiquity might steal some shine from our first Marlin,” says Ruger product manager Eric Lundgren. Massachusetts. Charging a barrel in the chaos of battle was harrowing. Exposed to ball and bayonet for Ruger product manager Mark Gurney agrees. THER“The E ARE AMM O PLAN TS CAPA BLE OF PROD UCIN G NEAR LY FOUR MILL ION a soldier could fumble the cap, spill the long seconds, .45-70 is popular again. Nostalgia figures in. But bigROU NDS A DAY. THAT ’S NOT US. WE AREand A CRAF T AMM powder, even bore lever-actions are also more accurate now, UNIT ION MAK ER, load the charge backwards. Many an d yo u can’t rifles were so disabled. Others had multiple recovered modern loads are more potent, with longer reach.” crafjammed t. in the bore by soldiers too terrified Strong sales of new Marlins have borne au outto ma techarges and disoriented to cap and fire them. Ruger’s bet. Imported Italian-built reproductions of Breech-loading rifles greatly increased rate of fire. 19th century .45-70 rifles, peddled stateside by Repeaters promised even more. Limited battle action Taylor’s, Cimarron, and others, move briskly. is slow, process OurDitto

 In 1892 the U.S. Army supplanted the .45-70 (left), with the .30-40 Krag. These are softpoint loads.

on purpose.

SLOW SO WE CAN WATCH EACH ROUND BEING MADE. SLOW SO THAT EVERY SINGLE ONE CAN BE HELD AND INSPECTED BY HAND BEFORE EARNING OUR NAME.

WE PRODUCE IN SMALL QUANTITIES, EACH OF OUR STATIONS CRAFTING NO MORE THAN 20,000 ROUNDS PER DAY. WE’RE A BOUTIQUE AMMO COMPANY IN THAT SENSE.

more is not better. better is better.

OUR PRODUC T HAS BEEN COMPAR ED TO HANDMA DE JEWELR Y, BECAUS E IT’S MADE BY PEOPLE WHOSE CRAFT TOOK YEARS TO DEVELO P. AND YOU CAN’T

recreate craft in any kind of artificial way.

ALMO ST NO AMM UNIT ION MAN UFAC TURE R INSP ECTS EVER Y SING LE ROU ND, BUT WE DO. IT TAKE S EXTR A TIME AND COST TO HUN T FOR THE SMA LLES T IMPE RFEC TION ,

but we wouldn’t do it any other way.

WE STARTED BY HAND-LOADING AMMO WE COULD COUNT ON IN THE LINE OF DUTY. FOUR DECADES LATER AND WE’RE STILL

independently owned, STILL MAKING A PRODUCT WE’D STAKE OUR LIVES ON.

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by Spencer and Henry rifles spurred cartridge development. But the U.S. Army stalled. Scrapping many thousands of muzzleloaders would incur huge costs. An alternative: modify those rifles for breech loading. Springfield Armory’s Erskine Allin got the job. He designed a hinged breech-block with a thumb latch. Drawing the hammer to half-cock and actuating the latch let the block spring up and forward, like a trap door. In its arc, the block activated the extractor, which kicked the case rearward. Allin’s conversion was more complex than it looked. Parts required 56 machining operations. Installed on 1861 Springfields, each unit cost $5. Allin’s improved it for 1863 rifles. Barrels reamed to .64 were fitted with iron sleeves bored for the centerfire .50-70 musket cartridge. These so-called “Trapdoor Springfields” were battle-tested August 2, 1867, as 26 soldiers and six civilians, firing from behind overturned wagons, drove back hundreds of attacking Sioux near Wyoming’s Fort Kearney. After the Wagon Box Fight, Allin’s breech, further refined, was installed on 55,000 new ‘63 Springfields. The Army replaced the .50-70-450 (.50 caliber, 70 grains black powder, 450-grain bullet) in 1873 with the .45-70-405. The new bullet left the muzzle at 1,320 fps with 1,570 foot-pounds of energy. A .45-70 load with 55 grains of powder was issued for

 This quartet is just a small sample of the many bullet weights and types, as well as load options, for the .45-70.

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THE TIMELESS .45-70

Trapdoor carbines used on horseback. A Forager cartridge featured a wooden birdshot-filled husk for killing small animals. Results of long-range trials with 405- and 500grain bullets in .45-70 Springfields appeared in the Report of the Secretary of War, 1880: The 405-grain service bullet couldn’t match the 500-grain with 70 or 80 grains of black powder. At 3,500 yards, a bridge too far for 405s, 500-grain bullets from both loads spent 21 seconds aloft. Descending nose first, they penetrated three one-inch planks. The Army chose .45-70-500 loads for its improved 1884 Springfield rifle.

AMMO OPTIONS

 Bullets from Federal’s new HammerDown ammo move downrange in a hurry, which makes this flat-shooting cartridge a good pick for deer and black bear.

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The .45-70’s age can deter hunters who assume its ammo is outdated, inaccurate, and lethal only within Frisbee range. In fact, there are myriad loads for this cartridge, civil to unhinged. You’ll often find them grouped in three classes. Ammunition mild enough for the 1873 Trapdoor Springfield is safe in any sound .45-70. With a maximum breech pressure of 25,000 CUP, or 28,000 psi, it includes early blackpowder loads and most modern Cowboy Action ammo. A 405-grain bullet must be held to about 1,300 fps. The Barnes 400-grain flatnose softpoint is a fine pick. Black Hills loads a 405grain lead flat-nose to 1,250 fps, Winchester has a

similar bullet at 1,150, Hornady a subsonic Sub-X jacketed 410-grain at 1,075. Lighter bullets can be driven faster, though not necessarily fast enough to ensure the upset needed to match the killing effect of heavier, slower bullets. Hornady’s 300-grain JSP is made to open at low-impact speeds. Such bullets are available from other makers, too. The second class of .45-70 loads is for rifles built to withstand pressures to 40,000 CUP. Marlin’s modern 1895 action does; the .444 Marlin cartridge is factory loaded to this pressure. A 300-grain .45-70 bullet can be pushed to 2,000 fps, at 350 to 1,850. Barnes lists 400-grain handloads at 1,800. Remington, Winchester, and Federal factory loads start 300-grain bullets at 1,800 to 1,900 fps. Black Hills fuels the deep-driving 325-grain Honey Badger to 1,775. Hornady catalogs a 325-grain FTX at 2,000. Although the latest Marlin lever rifles are strong, they shouldn’t be asked to brook the highest breech pressures safe in the likes of Ruger’s No. 1 singleshot. Figure a practical ceiling of 50,000 CUP. While the No. 1 handles frothier numbers from other cartridges, high pressures test .45-70 brass as well as they do rifle actions. And hunting bullets designed for .4570 rifles behave most usefully in game when driven at speeds within the cartridge’s normal range. Nosler has 300-grain handloads clocking 2,200 fps. Swift and

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Hornady show 350-grain softpoints at over 2,100 fps. Barnes lists data launching 400-grain bullets to 1,900. For heavy beasts, Hornady’s manual includes 500grain DGX and DGS missiles at 1,700. There are more, from bullet-makers and ammunition firms with smaller shops. To feed stout rifles, Buffalo Bore catalogs 405and 350-grain jacketed flat-nose bullets loaded to 2,002 and 2,145 fps, a 300-grain JHP at 2,355. Its 430grain hard-cast bullets at 1,920 fps and 500-grain Barnes Buster solids at 1,628 are “stopping” loads. Ditto high-voltage offerings from Grizzly Cartridge. A 405-grain bullet at 2,100 fps brings nearly two tons of energy to the muzzle; 420- and 460-grain hardlead gas-check bullets at 2,000 and 1,850 fps quiet the toughest game. Need speed? Grizzly’s 300-grain JHP load clocks a scorching 2,400 fps. Like Buffalo Bore, Grizzly has Trapdoor and Cowboy Action loads as well. They treat rifles and clavicles gently. Garrett cartridges with hard-cast bullets come in sturdy plastic boxes, with labels that show not just bullet weight and velocity, but breech pressures.

UPDATING A LEGACY

Ruger’s first Marlin-branded rifle, the SBL (stainless, big loop) boldly shows its lineage in profile and function—though it differs in details. The lever loop

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" W i t h b o lt - a c t i o n a c c u r a c y a n d the lineage of saddle guns and traditional deer rifles, a new Marlin— o r a n a f f o r d a b l e H e n r y o r a w e l lb u i lt 1 8 8 6 c l o n e — s h o u l d s e l l i t s e l f. " accepts a mittened hand. There’s a HiViz ghost-ring rear sight, a tritium-ringed fiber-optic rod up front. For scopes, a Picatinny rail crawls 7 inches up the 19-inch barrel. A gray laminate stock cradles the polished stainless steel. The six-shot magazine is dovetailed to the barrel behind a threaded muzzle; 1:20 rifling is hammer-forged. Short stainless Trapper and blued, brown-laminate Guide Gun versions have followed the SBL. A sample of the first iteration came my way. The forend is sensibly slimmer than on late Marlins. Comb fluting, lost on Remington-built Marlins, is back, point-pattern checkering evenly cut. New details from Ruger: an “RM” serial prefix, a fluted, nickel-plated bolt and a red center in the traditional Marlin bullseye on the butt-stock’s belly. Instead of a grip cap, there’s a laser-engraved Marlin’s horseand-rider logo, from Frederick S. Remington’s 1890 painting, “Danger Ahead.” (John M. Marlin was

granted use of this image for the cover of Marlin’s 1900 catalog.) In medium rings, a Meopta Optika5 2-10x42 scope just cleared the SBL’s ghost ring sight (the sight can be easily removed, if so desired). The stock’s comb seems too low even for metallic sights. A cheek pad is an easy fix. After a few shots with mild 405grain loads, I fed the SBL friskier ammo: Remington 300-grain semi-jacketed hollow-points at 1,900 fps, Black Hills 325-grain Honey Badgers at 1,775, Hornady 325-grain FTXs at 2,000. Three-shot knots averaged just over an inch, the FTXs drilling a 3⁄4-inch cloverleaf. With bolt-action accuracy and the lineage of saddle guns and traditional deer rifles, a new Marlin—or an affordable Henry or a well-built 1886 clone—should sell itself. Gun shops with a few anecdotes from the .45-70’s colorful history have let the cartridge and its rifles do just that for 150 years!

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BIG RETURN by Christopher Cogley

The SHOT Show delivers a massive return on your investment of time and money. You can’t afford to miss out.

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BIG RETURN

hen making strategic business decisions, intuition is always important. So is

research. When you peel back all the layers of decision making, however, nearly every critical business decision comes down to three key words: Return. On. Investment. When it comes to deciding whether or not to attend the National Shooting Sports Foundation’s 2024 SHOT Show, those three little words can have a huge impact on your business. Two years ago, after SHOT’s return to Las Vegas following the COVID pandemic, many critics were cynical about attendance at the show. Business owners, however, by following their intuition instead of the advice of the skeptics, helped create a very successful return of the industry’s largest trade show. That success proved that the SHOT Show is just as relevant today as it was before the pandemic, and that realization made people show up in impressive numbers in 2023 to create the biggest SHOT Show ever. “Last year was such a pivotal year. The show really could have gone either way,” says Chris Dolnack, NSSF Senior Vice President and Chief Customer Officer. “We’re so fortunate that we have such a passionate customer base and a passionate

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The 2024 show will see increases in navigational signage and a larger space for the Buyers’ Lounges.

industry. People were really excited to get back to business, and that excitement was really contagious throughout the show.” For many companies, the enthusiasm generated at the show wasn’t just palpable; it was tangible in the form of new business, new opportunities, and

new connections that made it easy for them to track the incredible return on investment that came from attending the show. “PARD debuted our extensive line of thermal and night vision products at SHOT Show 2023,” says Derick Cole, vice president of sales at PARD

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USA. “We were overwhelmed with interest and successfully signed partnership agreements with two national distributors, two buy groups, five national big box retailers, and countless dealers. Our team was literally swamped at the booth from open to close each day of the show.” It's success stories like that that exemplify the purpose of the SHOT Show. “We are always looking for new ways to help grow the industry and provide our members with an opportunity to grow their business,” Dolnack says. “We get feedback from attendees after every show, and we pay attention to that feedback and do everything we can to incorporate those ideas on how we can improve the show and create more opportunities for every attendee.” One way the NSSF is keeping up with the changing needs of firearms and sporting goods retailers is with a monumental new addition to SHOT Show 2024. Earlier this year, the NSSF announced a partnership with Grand View Outdoors to create the Archery Business Pavilion as part of the growing exhibition space at the show. “We’re thrilled to open up this new segment of the outdoor industry to our attendees,” Dolnack says. “Archery has always been a complementary retail addition for many of our members, and we

believe that this new show area will provide the perfect platform for archery manufacturers and suppliers to showcase their products to thousands of buyers, media, and industry professionals.” As the popularity of bowhunting continues to grow, and more and more hunters take up archery as a way to extend their hunting season and provide more opportunities to pursue their passion, providing an offering of archery equipment has become a no-brainer for many gun stores. By creating an opportunity for those retailers to make connections with archery manufacturers at the SHOT Show, Grand View Outdoors and the NSSF are helping to grow both the shooting and the archery industries. “This partnership with NSSF represents a significant opportunity for the archery industry to come together and demonstrate the innovation, technology, and creativity that defines archery with the SHOT Show,” says Grand View Outdoors President Derrick Nawrocki. The Archery Business Pavilion is far from the only change to the 2024 SHOT Show that the NSSF made in response to the feedback from attendees. Dolnack says that most of the changes are minor, however, and are in response

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to customer suggestions of how attendees can get more out of the show experience. “The SHOT After Dark event and concert was a huge success, but we heard from many of our members that they weren’t able to attend because it was on Wednesday night when they were hosting events at their booth,” Dolnack says. “So, for 2024, we’re going to have the SHOT After Dark concert on Tuesday immediately following the opening night welcome address. That way, exhibitors can reserve Wednesday night for their company parties.” Other minor changes designed to help improve attendees’ overall experience include increases in navigational signage, creating a larger space for the Buyers’ Lounges, and moving the Education Seminars back to the Venetian. As they do every year, the NSSF is bringing in a new line-up of retailer education seminars; these seminars have proven to be an invaluable resource for many attendees. “As our industry operates on a politically and socially unstable landscape, it’s now more important than ever to be with aligned companies at SHOT Show each year to get up to speed on new opportunities and meet new suppliers and customers,” says Jason Lonsberry, CEO of Apex

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“The ability to keep the industry h e a lt h y a n d s t r o n g i s o n e o f t h e m o s t i m p o r ta n t — b u t o f t e n o v e r l o o k e d — benefits of the SHOT Show.” Ammunition. “The seminars keep you up to date with new laws and guidelines to keep our businesses on track while bringing great opportunity to socialize with fellow shooting sports business owners and enthusiasts.” In its 46th year, the SHOT Show is one of the longest-running industry shows in the country for one simple reason—it continually remains the best venue for people from all facets of the shooting, hunting, and outdoor industry to gather, network, re-connect, and have fun. “The SHOT Show is a great forum that allows us to meet with our global customers, display and discuss new products, and have meaningful discussions with all layers of the industry,” says Jason Nash, vice president of marketing for CCI, Federal, HEVI-Shot, Remington, Speer, and Alliant Powder. “The NSSF does a great job to make this a celebration of the industry with a variety of events fostering the networking needed to keep the NSSF and

the industry healthy and strong.” The ability to keep the industry healthy and strong is one of the most important—but often overlooked—benefits of the SHOT Show. In its mission to be the most powerful and unified voice dedicated to promoting, protecting, and preserving hunting and the shooting sports industry, the NSSF continually implements and supports a wide range of legislative, educational, and outreach initiatives, all of which increase the health of the industry now and in the future. “The SHOT Show is the most important resource we have to fund those critical initiatives and continue to protect the shooting industry,” Dolnack says. “Whether you’re a member or not, by attending the SHOT Show, you’re helping us accomplish our mission.” Regardless of what sector of the industry you’re in, it’s hard to imagine a better return on investment than that.

 Now in its 46th year, the SHOT Show continues to deliver an incredible return on investment for attendees.

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INNOVATORS AND INFLUENCERS

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Innovators AND Influencers SHOT Business honors ten leaders in the shooting sports industry. Profiles compiled by slaton l. white

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INNOVATORS AND INFLUENCERS

AARON DAVIDSON

An engineer and automobile enthusiast, Aaron Davidson, CEO of Gunwerks, began applying his talents to firearms 20 years ago. After earning a patent for a ballistic turret in 2006, he built a rifle. Then he founded a company. “Gunwerks emerged to help shooters hit at very long range,” he says. “A narrow focus works for us. The industry is crowded with companies bent on filling every niche. We wanted to excel in one.” He notes that long-range enthusiasts buy actions, barrels, stocks, and scopes, then spend more to test handloads in the resulting rifles. They switch out parts to print tighter groups. It’s a costly, time-consuming journey. Davidson believes Gunwerks has developed a better approach. “We build and market shooting systems,” he says. “Our rifles have top-shelf components. Our range-compensating Revic scopes make the most of them. We’ve done the hard work, even load development. Our systems are ready for a hunt or a long-range match right out of the hard cases we supply with them.” Gunwerks builds rifles on its own GLR action, in stainless steel or titanium. The Climbr, Magnus, and Verdict have an NP3-coated, two-lug bolt with twin cocking cams and an extractor that sends empties at a low angle to clear blocky scope turrets. A flush floorplate and an internal magazine make for a clean profile and easy top-loading from low positions. Davidson minds such details, his focus ever on what makes the rifles easier to use and more effective. Vertical integration—by producing all major parts in-house—frees him of many supply-chain delays. “And because those components are of our design, we needn’t compromise the function of one component to pair it with another,” he says. (gunwerks.com)

JUSTIN SITZ

When your house burns to the ground, taking everything you own with it, your first impulse naturally would be to focus on a rebuild. Justin Sitz, founder of Versacarry, forged a different path. He purchased a handgun. Dissatisfied with the available concealed-carry holsters, he began tinkering with several options, eventually coming up with the patented Zerobulk holster. “I instantly knew this holster was revolutionary, so much so that I diverted from rebuilding my house and focused all my time and funding into building Versacarry instead,” he says. Zerobulk helped jump start his company, and now the Texas-based manufacturer offers of a wide variety of OWB and IWB concealed-carry holsters. Sitz understands that comfort and concealment are high on the list for most concealed-carry users, and he feels Versacarry meets both of those needs through its Comfort Flex Deluxe and Comfort Flex Custom lines. “We have seen that if a holster isn’t comfortable, people won’t carry it. Our padded hybrid holsters combine a custom-molded polymer front, durable water buffalo leather, and a pillowed foam back. The combination of these materials securely holds the firearm in place for confident draws, but allows for more comfort in all-day wearing.” Always passionate about design, he is happiest when knee deep in prototypes and patents. “No matter what role I play at the company, I continue to find myself drawn toward R&D,” he says. “I’m still amazed I can build a growing business, employ hard-working Americans, and work in an industry I love.”

(versacarry.com)

ROB GEARING

“My DNA is to find elegant solutions to problems,” says Rob Gearing, a straighttalking Brit who founded Spartan Precision Equipment in 2013 and is now managing director. And part of that DNA is finding how to shave bits of weight where you can without sacrificing performance. In this case, it was the five-ounce detachable Javelin Bipod designed to replace the cumbersome fixed rifle bipod, a bedeviling piece of gear for backcountry hunters who ascend to the sky in search of big game. The Javelin Bipod began as an art project centered around the nose cone of a decommissioned Concorde SST mounted to an old engine bearing. To cover the bearing, Gearing added a clamshell cover held in place with two tiny rare-earth magnets. He liked what he saw and then wondered whether those super-strong magnets could be the foundation for a more user-friendly bipod. After a few iterations, the Javelin Bipod was born, a lightweight bipod that can easily be popped on and off a gun without fiddling with attachments. The idea

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“What sets us apart, aside from our three state-of-the-art facilities, is our heavy focus on catering to all types of customers. We have created an inviting atmosphere where we appeal to shooters of all levels and backgrounds. We pride ourselves on having a diverse team who understands the needs of new shooters and respects the courage it takes to try something new and often intimidating,” says Lisa Roux, who serves as Shooter’s World CFO. “We also listen intently to our customers and the feedback they provide.” In addition to asking customers about their experience at the end of their visit, Shooter’s World conducts email surveys to help gauge how they are performing. They then combine the in-person comments and survey responses to identify any areas that need improvement. Most importantly—they act on that information to make necessary changes. Shooter’s World takes a similar approach with their staff. Both are committed to employee development. That includes offering promote-from-within opportunities. “We are passionate about growth,” Lisa Roux says. “This is critical to our retention and helping create true careers for our teammates versus ‘just a job.’”

(shootersworld.com)

JIM CHANDLEY

was—and is—that the bipod could be stowed in a pocket or backpack sleeve until needed, then quickly and quietly deployed by engaging its male prong with a female receptacle fixed to the gun. The bond is assured with those rare-earth magnets. The Javelin Bipod remains the company’s most recognized product, accounting for about 80 percent of Spartan Precisions’ sales.

(javelinbipod.com)

PHIL AND LISA ROUX

As the popularity of firearms training continues to grow, shooting ranges across the country are working to meet the demand. One such range dedicated to elevating the shooting experience is Shooter’s World. Led by husbandand-wife team Phil and Lisa Roux, Shooter’s World now has three indoor shooting ranges in Arizona. The world-class training centers feature climate-controlled ranges, a large retail selection of firearms, ammunition, and gear, and a robust offering of training programs. While it’s easy to focus on the technology or the range amenities, Lisa and Phil Roux credit most of their success to how they treat people. Providing exceptional customer service is the core of everything they do.

There’s an old saying: when handed a lemon, make lemonade. Which is just what buying group Nation’s Best Sports (NBS) did in the wake of COVID-19. The pandemic, along with supplier shortages, stood the shooting sports industry on its head and forever changed the way many manufacturers and retailers do business. Prior to COVID, the Fort Worth-based purchasing group supported their members largely through annual in-person events. When public gatherings were suspended, the longtime industry leader pivoted and developed a new business model, which has generated growth and enabled NBS to better serve retailers. For decades, NBS hosted three to four buying events each year. The shows featured a variety of brands and products as well as the largest manufacturers in the shooting sports industry. Then, all of a sudden, the company’s business model was taken away from it. “We had to figure out how to continue with our business and do things completely different than we've ever done before—and it actually worked out quite well,” says Jim Chandley, president of NBS. “We learned how to do a lot of events away from our traditional timeframes, which turned out to be a huge advantage to us.” Although NBS has returned to holding in-person events, the structure has dramatically changed. Before 2020, members would devote their time at a show to researching products and writing several months’ worth of orders. It was exhausting, to say the least. Now, NBS events have become more of a social gathering where dealers can enjoy themselves while they build their businesses. “It used to be that almost everything happened within three to four weeks of the show. Today, we have 12 months of regular events that actually have become much better for us, and much more efficient for the membership,” Chandley says. “It's just turned into a totally different way that we run our business. It actually improved our business and our efficiency.” (nationsbestsports.com)

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INNOVATORS AND INFLUENCERS

BRANDON MADDOX

Headquartered in Sioux Falls, South Dakota, Silencer Central is the largest firearms silencer dealer in America with locations in the 42 states where silencers are lawful. Founded by Brandon Maddox, the company began life in 2005 as South Dakota Silencer, an events-based business. The goal was to reach the underserved hunting and sport shooting market by simplifying the silencer ownership process. It became Dakota Silencer and finally rebranded as Silencer Central in August 2020. The impetus to start a silencer company came from Maddox’s passion for hunting the grasslands of the Dakotas. He was interested in using suppressed firearms for hunting, and in trying to procure a suppressor realized the process to acquire one was laborious, which, in his mind, explained why so few hunters were purchasing silencers. He made a career pivot, dedicating himself to streamlining and simplifying the process to buy a silencer. He did this mostly by working directly with regulators to ensure a comprehensive understanding of the federal, state, and local compliance requirements. Maddox has, and continues to be, active in legislative issues impacting his business and his customers. He founded the South Dakota Firearms Industry Association and has testified at numerous state congressional hearings on firearms-related issues. He was recently named to the board of directors of the Congressional Sportsmen’s Foundation, where he will contribute his experience, insight, and commitment to preserving the future of the American Sportsman. (silencercentral.com)

“Lean manufacturing is something I'm really passionate about. It's doing more with less, so we try to provide our customers with as much value as possible,” Putnam explains. “We want to help our folks work more efficiently. We want to use fewer machines, less tooling, and less time to manufacture our firearms.” As chief manufacturing engineer, Putnam spends a lot of time training and mentoring Ruger’s engineers and operations personnel. In addition to sharing lean manufacturing concepts, he teaches manufacturing and design analysis software, problem solving, cutting-tool technology and selection, and more. “I'm really passionate about lean. I'm really passionate about engineering in general. It's nice to be able to give some of that knowledge and history back to younger engineers,” Putnam says. “When I was younger, I had some really good mentors, and I think that's another reason why I like to help young engineers. I've grown personally by mentoring newer, younger engineers and, hopefully, they've gained something from me.”

(ruger.com)

DERICK COLE

HEATH PUTNAM

Bringing industry-leading firearms into the world requires a well-oiled machine made up of designers, engineers, and other professionals deploying some of the most advanced manufacturing techniques and tools available. Development and production at Ruger Firearms are unparalleled, thanks in large part to long-time team members such as chief manufacturing engineer Heath Putnam. With more than 30 years of engineering experience, Putnam plays a key role in creating and refining strategic engineering and manufacturing processes at Ruger. Ruger Firearms employs lean manufacturing, a method that minimizes waste while maximizing productivity and value for Ruger’s customers. It’s an approach that Putnam has helped implement and hone during his 10 years with the company.

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As vice president of sales for PARD USA, Cole is responsible for the company’s sales and marketing strategies. He also manages customer relationships as the night-vison and thermal-optic manufacturer widens its footprint in this mushrooming market sector. For Cole, one of the most important parts of selling thermal- and night-vision products is consumer education. “Interest in the thermal and night vison space has exploded in recent years,” he says. “There are a lot of technical elements that must be considered when comparing brands, models, and features. The challenge has been explaining and simplifying the technical performance elements to make it easy to understand so that end users can make an intelligent decision when purchasing a device.” He’s also a believer in customer service, an area that he says has been overlooked by many in the industry. “Too many brands have looked past this important part of building consumer trust and retail partnerships,” he says. “Our technical support department is in our corporate office in Reno, Nevada. We have inhouse personnel that correspond directly with consumers to help identify and correct any issues that may arise. Our customers will not have to deal with overseas phone trees or sub-standard response times.” Finally, he’s committed to bringing back profitability to the retailer in this category. “PARD offers margins that are in some cases 10- to 15-percent higher than other brands. This is a game changer. We understand that while many of us are in this industry because we love it, none of us do it for free. It is important to be profitable.” (pard.com)

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INNOVATORS AND INFLUENCERS

the effects of past trauma to find healing in positive, medically informed birth experiences and confident parenthood.

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MARK SMITH

Company CEOs need a skill set that includes the ability to keep a lot of balls in the air at the same time. And, if the company is publicly owned, as is the case with Smith & Wesson, those balls include investors, the SEC and other government regulators, along with, of course, shareholders, Wall Street analysts, dealers, and customers. Mark Smith, president and CEO of Smith & Wesson, knows this well. A busy man, he is currently overseeing the company’s move to Tennessee as well as the rollout of the new products that are so vital to the company’s ongoing financial health.

SARAH JOY ALBRECHT

As the founder and executive director of Hold My Guns, an innovative 501(c) (3) nonprofit, Albrecht pioneers a transformative path. The organization provides crucial support to firearm owners seeking secure storage during life events such as housing transitions, military deployment, or mental health crises. Partnering with Federal Firearms Licensees (FFLs) across the nation, Hold My Guns not only safeguards lives and property but also upholds individual rights. Beyond secure storage, the organization equips gun owners with personalized safety plans, facilitating agency during personal challenges. In addition, Hold My Guns fosters community preparedness by hosting QPR Suicide Prevention training and other enrichment opportunities, which promotes a proactive shift within the firearms community. Complementing her role at Hold My Guns, Albrecht, a certified Range Safety Officer and QPR Suicide Prevention Instructor, extends her impact through consultancy. Her proactive leadership approach strengthens organizations and firearms-related businesses to prevent suicide within their realms, promoting flourishing environments for both employees and customers. In all of her endeavors, Albrecht has a heart for ensuring that military veterans are connected to their communities and treated with dignity. The daughter of a USMC Vietnam veteran, she has a lifelong love for her country. Before launching Hold My Guns, Albrecht spent 11 years as a certified doula and childbirth educator. She specialized in nurturing clients through

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If all this isn’t enough on his plate, a little over a year ago Smith had to deal with the U.S. Congress, specifically a hearing by the U.S. House of Representatives Oversight and Reform Committee, the sole purpose of which was to vilify the industry. He was unable to attend in person due to a scheduling conflict, but he delivered a robust defense of the industry in a forceful statement that was posted on the company’s Twitter account: “Some have had the audacity to suggest that after they have vilified, undermined and defunded law enforcement for years, supported prosecutors who refuse to hold criminals accountable for their actions, overseen the decay of our country’s mental health infrastructure, and generally promoted a culture of lawlessness, Smith & Wesson and other firearm manufacturers are somehow responsible for the crime wave that has predictably resulted from these destructive policies. But they are the ones to blame for the surge in violence and lawlessness, and they seek to avoid any responsibility for the crisis of violence they have created by attempting to shift the blame to Smith & Wesson, other firearm manufacturers and law-abiding gun owners. “We will continue to work alongside law enforcement, community leaders and lawmakers who are genuinely interested in creating safe neighborhoods. We will engage those who genuinely seek productive discussions, not a means of scoring political points. We will continue informing law-abiding citizens that they have a Constitutionally-protected right to defend themselves and their families. We will never back down in our defense of the Second Amendment.” (smith-wesson.com)

Editor’s Note: Additional research reporting by Shannon Farlow, Andrew McKean, and Wayne van Zwoll.

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THE ARCHERY BUSINESS PAVILION AT SHOT SHOW IN 2024 Archery Business, the voice of the archery industry for nearly 50 years, has teamed up with the National Shooting Sports Foundation’s SHOT Show to bring you the Archery Business Pavilion.

The Archery Business Pavilion will be a NEW part of SHOT Show focused on outdoor, hunting and archery companies brought together in a common space.

JANUARY 23-26, 2024, CAESARS FORUM LAS VEGAS, NV INTERESTED IN ATTENDING THE SHOT SHOW? GO TO SHOTSHOW.ORG

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ARCHERY BUSINESS PAVILION JOIN THE GROWING LIST OF EXHIBITORS ALREADY ATTENDING THE SHOW

LIMITED SPACE AVAILABLE NOW WWW.ARCHERYBUSINESS.COM/ABPSHOTSHOW FOR INFORMATION ON EXHIBITING IN THE ARCHERY BUSINESS PAVILION, CONTACT: BRAD BISNETTE BRAD.BISNETTE@COLEPUBLISHING.COM (715) 891-3235 PATRICK BOYLE PATRICK.BOYLE@GRANDVIEWOUTDOORS.COM (920) 240-7280 JANUARY 23-26, 2024, CAESARS FORUM LAS VEGAS, NV INTERESTED IN ATTENDING THE SHOT SHOW? GO TO SHOTSHOW.ORG

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ARCHERY BUSINESS PAVILION AT SHOT SHOW IN 2024

The Archery Business Pavilion will be a NEW part of SHOT Show focused on outdoor, hunting, archery and crossbow companies brought together in a common space. Here’s the latest news!

BY ARCHERY BUSINESS STAFF

n mid-February 2023, NSSF — The Firearm Industry Trade Association — announced the creation of a new exhibit area for the archery industry at NSSF’s annual SHOT Show. This exciting venture is a collaboration between NSSF and Grand View Outdoors, a leading provider of outdoor content. (Archery Business and Bowhunting World magazines are part of the Grand View Outdoors family of brands.) During the many months since this big news, many companies that have never attended SHOT Show have stepped up to the plate and booked their space in the Archery Business Pavilion. Take a look back at the July/August 2023 issue of Archery Business to read comments from eight early exhibitors,

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as well as the September/October 2023 issue for comments from 10 more exhibitors. At the end of this article, you’ll hear from four additional company representatives. The SHOT Show covers more than 816,000 net square feet of exhibit space, featuring over 2,500 companies showcasing the latest in firearms, ammunition, hunting and shooting accessories, outdoor apparel and much more. It attracts attendees from around the world each year, including buyers, media and other industry professionals. Held annually in Las Vegas, it is the largest and most comprehensive trade show for professionals involved with the shooting sports and hunting industries.

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THE ARCHERY BUSINESS PAVILION

Archery Business Pavilion Facts -– and Early Exhibitors Weigh In SHOWCASING ARCHERY AND OUTDOOR GEAR Recognizing a reciprocal need for both firearm and archery retailers to broaden their businesses, the new archery area, branded the Archery Business Pavilion, will feature exhibits from leading manufacturers and suppliers in the archery industry, offering attendees the opportunity to see and experience the latest in archery technology and products. The show area will be designed to provide a comprehensive look at the industry, from traditional archery equipment to cutting-edge technology. “We’re thrilled to open up this new segment of the outdoor industry to our attendees,” said Chris Dolnack, NSSF Senior Vice President and Chief Customer Officer. “Archery has always been a complementary retail addition for many of our members, and we believe that this new show area will provide the perfect platform for archery manufacturers and suppliers to showcase their products to thousands of buyers, media and industry professionals.” Grand View Outdoors President Derrick Nawrocki added, “This partnership with NSSF represents a significant opportunity for the archery industry to come together and demonstrate the innovation, technology and creativity that defines archery with the SHOT Show. “Our Archery Business brand has been a rock-solid guide for archery manufacturers and dealers for nearly 50 years. Many consider Archery Business to be the ‘Voice of the Archery Industry,’ providing retailers with cutting-edge gear reviews, exclusive looks at top brands, and constantly provides key intel to help drive more business in their shops.” ARCHERY BUSINESS PAVILION SPECIFICS  The new Archery Business Pavilion will be located within the upcoming annual SHOT Show in Las Vegas, Nevada, from Jan. 23 through Jan. 26, 2024.  Any manufacturer of outdoor, hunting, archery and crossbow related products can exhibit in the new Archery Business Pavilion.  You’ll find the Archery Business Pavilion in Caesars Forum in the Academy Ballroom.  Exhibit space is limited, and it’s first come, first served.  In future years, those who exhibited in 2024 will have first choice for space.  The Archery Business team, including editors and key staff, will be in the ballroom working on best ways to cover and promote companies that exhibit.  Additional coverage about the Archery Business Pavilion will appear in SHOT Daily during the show and within the pages of other B2B brands such as Archery Business, Hunting Retailer and Shooting Sports Retailer as we get closer to SHOT Show. BOOKING YOUR SPACE To see the Archery Business Pavilion floor plan, visit www.SHOTShow.org/archeryfloorplan. As stated previously, this space will be located in Caesars Forum. If you’re looking at a map of the entire SHOT Show space, the Archery Business Pavilion is in the Caesars Forum area showing SHOT Show University, meeting rooms, etc. For more information on booking a booth space, visit www.SHOTShow.org/archeryexhibit. Note: Booth space will not be final until this application is completed and the initial deposit is made.

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SPECIALTY ARCHERY — ANDREW PAULEY, OWNER Specialty Archery is a precision archery equipment manufacturer based out of Spencer, Iowa. The company is well known for its high-quality scopes and lenses for 3-D and target archery competitions, as well as its competition and hunting stabilizers, Bodoodle arrow rests, and many other archery accessories. Specialty Archery is best known for its replaceable Aperture Peep System, Clarifiers for target archers, and Verifiers for archers who need some assistance in seeing their sight pins clearly. The company is also proud to offer a line of archery shop equipment, such as the Pro Press and Pro Draw, the most innovative bow press in the industry. Another offering in the archery shop equipment line are the innovative Super Servers, which provide fast and easy bowstring manufacturing. “Specialty Archery is nearly 35 years old, and provides some of the best archery equipment in the world,” said Specialty Archery Owner Andrew Pauley. “This happens by having a great team and company goals. We strive to make innovative products that are dependable and last a lifetime. The trust our customers have in our products allows archers to win world titles, as well as harvest world-class game. “We are excited to attend the first year of the SHOT Show Archery Pavilion. Serving new and existing customers is what we do, and we are looking forward to offering the next line of new, dependable products.” Be sure to stop by the Specialty Archery booth and check out the Bodoodle Influence arrow rest. Target archers and avid hunters from all over the world can use this rest for either specialty. You can use it as a fixed-blade launcher or as a drop away. The rest is quickly detachable from a mounting bracket that allows you to take off, store it for travel, and put it back in the same place every time. Booth: #80510; www.specialtyarch.com

RGD — JEFF BRUSS, FOUNDER RGD cases offer unmatched protection in safeguarding valuable hunting and shooting equipment. RGD cases feature versatility and durability including waterproof exterior

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shells, removable foam interior padding, and lifetime warranties against defects. RGD cases are constructed with military-grade materials to ensure longevity and dependable performance including heavy-duty zippers, welded waterproof seams, and double stitched handles. In addition to cases, RGD offers a complete line of fully waterproof ammo bags, backpacks, duffels and luggage. RGD will be introducing three new products at SHOT Show 2024: the VERTIPACK, a fully waterproof camping backpack with a unique vertical zipper design; the ADAPTAPACK, roll top waterproof bushcraft bag; and an extra-large fully waterproof shooting and blind bag. “We couldn’t be more excited to showcase our diverse and unique line of cases and packs to the SHOT crowd,” said RGD Founder Jeff Bruss. “The Archery Business Pavillon offers us a premium niche location and easy access, so we’ve got high expectations for a good show.” Booth: #80720; www.rugidgear.com

BAKCOU — TERI CHILD, EVENT COORDINATOR Bakcou is an industry-leading company of elite, fat-tire electric bikes and scooters designed for bowhunters, military, first responders, and outdoor enthusiasts. Bakcou is committed to the design and manufacturing of the best electric bicycles, bicycle components, and related products on the market. The company is uncompromising in its materials, process of manufacturing, development of new products, and innovation of the highest quality. “We are so excited to be attending the 2024 Shot Show,” said Bakcou Event Coordinator Teri Child. “SHOT Show is the best arena to establish

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and build relationships with industry leading companies. We love the positive energy and excitement surrounding SHOT Show and specifically the new Archery Business Pavilion. We look forward to a successful 2024 and many years to come.” Not all eBikes are created equal, especially when it comes to battery capacity and quality. The Bakcou staff attending SHOT Show 2024 will be happy to explain what you should look for in a battery and how the company spares no expense providing hunters with the best eBike “gas tank” on the market. In addition, unlike many eBikes on the market with weak nylon gearing in the conversion motor, Bakcou models are engineered to deliver power and durability from all-metal gearing. Finally, another reason why Bakcou is considered the elite SUV of eBikes is its 14-speed internal gear hub, or Rohloff Speed Hub. The rear gearing is enclosed in a waterproof casing, protecting it from the hazards and conditions found on a backcountry hunt. Stop by the Bakcou booth at SHOT Show 2024 to check out why the company’s eBikes are the best models for hunters. Booth #80721; www.bakcou.com

STEAMBOW — GERALD MISSBACH, CEO Steambow is an Austrian manufacturer of high-end archery products. The company’s AR-6 Stinger II Tactical and Compact modular crossbows, as well as the Fenris magazine for compound bows, have revolutionized the archery world and allow shooters to achieve incredible accuracy with minimal training time. Steambow is committed to making bows and crossbows more fun and usable to a wider audience. With that in mind, the company recently announced the launch of its 10-Shot Detachable Magazine Crossbow for shooters who want to take more shots with less reloading at the range. Boasting a larger magazine approximately the size of a 30-round AR magazine that can accommodate 10 arrows, the hard-hitting 10-Shot Detachable Magazine Crossbow features a similar style to Steambow’s AR6 Stinger models, but with an improved pistol body, including a new butt stock, foregrip, string dampeners, and tuning trigger. It also offers multiple sight options for a customized shooting experience. Shooters can choose between the 10-Shot Detachable Magazine Crossbow unit or a conversion kit that upgrades their existing AR6 Stinger II Tactical or Compact to the 10-arrow magazine. “The SHOT Show has always been a great show, not just for us but for the whole industry,” said Steambow CEO Gerald Missbach. “The new possibilities the Archery Business Pavilion now brings, especially the shooting lane, make the show an even bigger and greater event for us.” Shooting Lane #80126, also booth #72715 in Caesars Forum; www. steambow.com

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PRODUCT

SHOWCASE

New products are the lifeblood of this industry. They create interest with consumers, and that curiosity can drive those same consumers to retailers to get a hand’s-on look. The transactions that follow help support thousands of jobs, whether it’s a firearm designer, optical engineer, tool-and-die operator, or the part-time employee who stocks the shelves at a retailer. The following products represent the broad range of products the industry delivers to eager consumers every year.

IOSSO BORE CLEANING SYSTEM

The Iosso Bore Cleaning System consists of Iosso Bore Cleaner, premium bore brushes, and Iosso Triple Action Oil. The combination of these products will remove carbon burn, powder fouling, copper, lead, plastic wad, and any other fouling associated with shooting. The odorless, bio-based formulas contain no harsh chemicals, so the products are environmentally friendly. In addition, the durable, thick, and stiff blue Nyflex fiber of each brush holds its shape well and delivers a non-scratch cleaning. (iosso.com)

STEALTH OPERATOR MICRO COMPACT HOLSTER

Stealth Operator has produced the best-selling multi-fit gun holster for 10 years. With one SKU covering over 150 firearms—including Glock, Sig Sauer, Taurus, S&W, Springfield, and many more–it is the perfect solution for the multi-gun owner or the dealer looking to cut down on their extensive holster inventory. Offered in outside- and inside-the-waist configurations (as well as right- and left-hand versions), Stealth Operator truly has everyone covered. Now Stealth Operator is launching the Micro Compact holster. Designed to fit the top-selling micro-carry guns, including the Glock 42 and 43X, Sig Sauer P365X/XL, Springfield Hellcat, and many more, the holster is compatible with most optics and will be offered in both concealable and OWB configurations. All Stealth Operator holsters are injection-molded for maximum toughness and strength; the design also delivers a very thin/lowprint construction. Stealth Operator holsters are proudly 100-percent made in the USA and carry a limited lifetime warranty. (stealthoperator.com)

BLACK HILLS AMMUNITION 6MM ARC 103-GRAIN ELD-X

Developed initially by our friends at Hornady, the 6mm ARC (Advanced Rifle Cartridge) was designed to provide increased performance in the M4/AR-15 platform. The M4/AR-15 is a terrific rifle—lightweight, accurate, reliable, it also has good magazine capacity. It is arguably the most popular rifle in America, for good reason. With the best 5.56mm ammunition it's hard to beat, but the new 6mm ARC has significant advantages in the M4/AR-15. The 6mm ARC pushes a 103-grain Hornady ELD-X at 2,600 fps from an 18-inch barrel. Due to the higher ballistic coefficient and weight of the 6mm ARC projectile, it beats the best 5.56mm ammunition in terms of retained energy and reduced wind drift at all ranges. The trajectory of both is nearly identical to 500 yards; but past that range the 6mm ARC clearly has the advantage. (black-hills.com)

AMERICAN TACTICAL ALPHA MAXX PISTOL AND SHOTGUN

The Alpha Maxx AR-15 .410 semi-auto pistol packs innovation into a compact design, offering a 9.5-inch rifled barrel for exceptional accuracy. It features a 9-inch MLOK rail for customization, flip-up sights for quick target acquisition, and a carbon-fiber-infused nylon polymer upper, lower, and rail for lightweight durability. The inclusion of a cylinder choke tube ensures versatility when it comes to ammo. The Alpha Maxx .410 semi-auto shotgun offers outstanding performance in a familiar platform with an 18.5-inch barrel and 13-inch MLOK rail. Both the pistol and shotgun boast patented lower and upper receivers and magazines, all of which ensure reliability and precision. These firearms represent the pinnacle of design and engineering, offering enthusiasts an unmatched shooting experience. Whether for sport shooting or personal defense, these firearms redefine expectations. (americantactical.us)

HERNON MANUFACTURING AMMO SEALANTS

Over the past four decades Hernon has become a globally recognized leader in ammunition-sealing technology. Our unique sealant formulas and application process seals and protects all calibers from contamination due to water or chemical exposure. All of Hernon’s ammunition sealants are single component, contain zero solvents, are UV/anaerobic curable, and seal both primers and case mouths. (hernon.com)

TAGUA GUNLEATHER LOYAL HOLSTER

Crafted with super-soft high-quality leather or suede, the Loyal holster offers the ultimate in comfort for carrying a concealed firearm inside the waistband. Its opticready, multi-fit design can accommodate a wide range of handguns for a secure fit. Built to last, the Loyal is backed by Tagua Gunleather’s lifetime warranty. (taguagunleather.com)

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PRODUCT

SHOWCASE 7

BALLISTOL SUPPRESSOR CLEANER

Suppressors are particularly difficult to clean if they cannot be dismantled. But with Ballistol suppressor cleaner, the residues in the dirty suppressor can be easily cleaned out. The cleaner is also suitable for use in a sonic cleaner. To use, close the suppressor on one side with rubber corks and fill completely. Leave the cleaner in the suppressor for at least two hours. All combustion residues will be dissolved automatically. In the case of suppressors with particularly high firing loads, heat the cleaner to approximately 104° F. and extend the exposure time to four hours. Then remove the cleaner. To dissolve remaining dirt, fill half of the damper with clear water. Close the second opening and shake vigorously. If necessary, repeat this rinsing process until the water no longer contains soot particles. If the suppressor cannot be closed (due to its design), it can be completely immersed in the cleaner. Also suitable for dismountable silencers. Insert dirty parts and clean with a brush and water after the reaction time. (ballistol.com)

PELICAN PELICAN FOAM

Now a shooter can customize the interior layout of their Pelican case with premium foam using the new user-friendly tool PelicanFoam.com. Select from over 70 genuine Pelican case models to design a custom foam that fits your needs. Using a variety of simple tools, including object library, custom shapes, or photo upload tool, you can create the optimal configuration for your custom foam. Custom foam designs are produced in the USA. Further personalize your foam with laser-engraved custom text or logos. With the best combination of materials and your personalized design, your gear will be secure with our custom foam solutions. (PelicanFoam.com)

DAVIDSON’S RUGER AMERICAN PREDATOR PACKAGE

The Ruger American Predator package in .22-250, .308 Win., and 6.5 Creedmoor is a Davidson’s exclusive. The rifles have a Kryptek Obskura Nox camo-dip finish that was generated in the wake of popularity of the Kryptek Typhon pattern and is considered a “purely psychological” pattern. The receiver, bolt knob, threaded barrel, muzzle brake, and thread protector are finished in gray Cerakote. The focus and parallax of the factory-mounted Bushnell Sharpshooter scope has an adjustable objective from 10 yards out to infinity. Constructed of a one-piece tube made of aircraft-grade aluminum, the scope is watertight and nitrogen-purged.

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Ruger’s patented Power Bedding positively locates the receiver and free floats the barrel for outstanding accuracy. A three-lug bolt with a 70-degree throw provides ample scope clearance. In addition, the installed Ruger Marksman Adjustable trigger offers a user-adjustable pull weight between 3 and 5 pounds.

(davidsonsinc.com)

KICKS INDUSTRIES UPLAND FLUSH CHOKE

Upland Flush chokes are precision machined to high tolerance standards on computer-controlled equipment. The chokes use 17-4ph stainless steel in order to produce the best quality shotgun chokes on the market today. The Upland Flush features a unique conical/parallel internal design and exclusive outward angled diagonal ports. These features improve pattern density by up to 20 percent. The extended ported section also makes follow-up shots faster and more accurate by reducing recoil and muzzle jump. Whether you're hunting grouse, pheasants, or quail, Kick’s Upland Flush choke tubes are proven performers and come in two choke tube restrictions—Mid and Long Range.

(kicks-ind.com)

PARD DUAL SPECTRA IMAGING TD32 SCOPE

The Dual Spectra Imaging TD32 thermal/night vison scope combines long-distance thermal detection, high-definition night vision, a ballistics calculator, and a laser rangefinder into a single unit. Featuring a 384x288 resolution IR thermal sensor, 35mm lens (providing 7.5°x5.6° FOV), 2.4X optical magnification, 2X digital magnification, 12µm pixel pitch, and ≤25mK Noise Equivalent Temperature Difference (NETD), users will enjoy rich contrast and bold resolution when acquiring (and accurately ranging) targets with the 1,200-yard integrated laser rangefinder that seamlessly feeds the data into the on-board ballistics’ calculator. The IPS LCD thermal imaging and night vision is displayed on the 800x800 IPS LCD display independently or simultaneously with the picture-in-picture (PIP) function, providing a clear heat signature and nightvision depth perception. Display options include six different reticle styles, four different reticle colors, and six different thermal-image modes. The integrated CMOS 1920*1080 visible-light sensor combines a 50mm lens, 4.5-9X magnification, 6.4°x3.6° FOV, and visibility down to .001 lux. Available in either 850nm or 940nm versions, the VCSEL IR illuminator has three levels of intensity and directional focus out to 350 meters. (pard.com)

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by robert a sadowski W H AT ’S SELLING

WHERE

Firearms and ORBeaver Grocery, Beaver

Located on State Route 101, this small-town, coastal gun and grocery keeps, depending on the time of the year, three full-time employees busy stacking milk cartons and ammo. Hunting season is seeing good numbers of Christensen Arms and Winchester Model 70s turning at the rifle counter. Most bolt-action rifles sales are evenly split between .300 Win. Mag., 7mm Remington Magnum, and 7mm PRC. “Big-game hunting rifles are an important part of our inventory. It’s great getting consistent delivery. Our sales have continued to grow since the pandemic. When you couldn’t get a gun, everyone wanted one. The good news, is they still do,” said firearms manager Ben Owens. Waterfowl gun sales are also strong, with Remington 870s, Browning BPSs, and a few Browning Pigeon Grade over-and-unders crossing the counter. Handgun sales are steady.

Big Boy Toys, Watford City

This rural northern Midwest gun shop, stocking more than 700 items from .17 HMR to .50 BMG, keeps an even mix of hunting and home-defense guns. The store also keeps five employees busy six days a week, with 2,000 square feet of display area. Rifles are turning quickly. Ruger Americans and Browning X-Bolts top the sales charts in a mix of calibers from .243 and .22-250 to .300 Win. Mag. MSR sales remain at historically low levels, turning one every two weeks. The Ruger 556, Daniel Defense, and FN are all in the mix. “I’ve lowered the price of price-point MSRs to near cost. Yet, we are still flush in this inventory,” said manager Kirby Vogler. Handgun sales continue at a high pace. Good numbers of Springfield Hellcats and S&W M&P Shield EZs in .380 are crossing the counter. Other impressive performers include Glock 43Xs. Meanwhile, sales of Sig Sauer P365s are slowing. “We send our Hellcats out to be Cerakoted and offer several

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AKChimo Guns, Wasilla

Keeping close to 400 firearms in stock, this full-service gun shop can be found 40 miles north of Anchorage in the suburban Mat-Su Valley. Handgun sales are robust. “Although we never had quite the demand on handguns as in the Lower 48 during the last two years, traffic has slowed slightly,” said manager-buyer Craig Pell. “Ammo, however, was a different story. It was hard to get and super expensive. But today the picture has improved.” Ammo stocks in the Last Frontier have finally caught up with demand. Except for .410 shotgun shells and a few rare big-game calibers, this retailer reports good inventory. Handguns on the move include Sig Sauer P365s, Smith & Wesson M&P 2.0s, and Ruger Redhawk Alaskans in .480 Ruger. Bolt-action guns are moving briskly. Kimber Montanas and Ruger Americans hold the top spots, predominantly in .300 Win. Mag. and .300 WSM. Sales of Modern Sporting Rifles remain

colors. It has really helped create a collector’s demand for handguns,” said Vogler.

Indiana Firearms, Lebanon

This smaller independent just north of the Indianapolis metro area specializes in home defense. It has 200 guns in stock in a snug display of 800 square feet. Handgun inventory is excellent. Glock 43Xs, Sig Sauer P365s, and Shield 2.0s are all seeing fast turns. “We have stayed consistent and are pleased with the improved availability. We can get anything our customers need, and that’s keeping sales strong,” said counter sales person Riley Naz. MSR sales are slowing, and the store is sitting on large inventories from Bushmaster, Smith & Wesson, and Black Rain. Boltaction guns are attracting more attention, specifically Winchester Model 70s in 6.5 Creedmoor. Shotgun sales are picking up, with a mix of Retays and Remington 870s. Ammo stocks, including specialty shotgun shells, are good.

steady at one a week. The S&W M&P 15 Sport II and a local Alaskan gun maker, Valley Arms, hold the top spots at the rifle counter. Shotguns are almost exclusively tactical with Mossberg 500s and Remington 870 Expresses.

Sporting CANorthwest Goods, Willits

Located two hours north of San Francisco, this small-town general sporting goods store sells a wide range of soft goods, team sports gear, and camping, fishing, and hunting supplies. Fall sales have been good for deer rifles, with good numbers turning on Ruger Americans and Remington 700s. A large mix of calibers in .30-06 and .308 are finding new owners. While ammo used to be a large draw, recent California ammo restrictions have cut sales. “We are still struggling to sell ammo to anyone who hasn’t been in the state database for more than four years,” said manager David Lamprich.

Iowa Firearms, IANorthwest Hull

Located on State Route 18, this small independent is an hour southeast of Sioux City. Keeping about 300 guns in stock, this rural shop specializes in a mix of home defense and hunting gear. Handguns have been the store’s number one selling category this fall. Springfield Hellcats, S&W Shield Pluses, and Sig Sauer P365s are making turns in high numbers. Shotguns are picking up quickly, and pheasant hunters and waterfowlers are opting for CZ 1012s and Winchester SX4s in 12 gauge. Shotgun ammo is in good supply, with one exception. “We cannot get .410 shotgun shells. I’m not sure why the demand is so high, but we get calls almost daily for them,” said manager Holly Starkenburg. Although bolt-action sales are slow, MSRs are making moderate turns. Best sellers include the Ruger MPR in the .350 Legend.

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by peter b . mathiesen

Arms Gun Shop, Little Shooter & NYBare DEStarQuest Falls Survival, Wilmington This independent central New York gun shop has up to four employees and stocks over 500 firearms. Specializing in a variety of shooting disciplines, the company stocks hunting, home defense firearms as well as house-brand custom MSRs. Hunting season is moving a mix of shotguns. Beretta A400s, Mossberg 500s, and Remington 870s lead the sales board. This year lever-action rifles are in high demand. Henry holds the top spot with models in .45/70 and .357 Mag. Bolt-action rifles are also turning in good numbers. Browning X-Bolts and Tikkas in .270 are now the most popular caliber. “This has been the first year .270 has outpaced 7mm or 6.5 Creedmoor since we opened. This old-school trend is truly a total surprise,” said manager Kimberly Potter. Handguns are holding steady. This retailer is also adjusting to the new New York State Police background check system.

Located in north Wilmington just 10 miles south of the Pennsylvania line, this 2,500-squarefoot retailer has five employees. Specializing in general firearms and survival equipment, this independent keeps over 300 guns in stock, and it offers a wide variety of homedefense and sporting guns. According to this retailer, MSR sales have stagnated. “We are really seeing a sharp decline since our new semi-auto state legislation passed. We are limited to Californiacompliant and no-threaded barrels,” said manager Ken Fooks. Most sales are Ruger Mini 14s and 10/22s. Handgun sales have increased with brisk turns on Glock 17s and 19s. Smith & Wesson M&P .22 pistols are in high demand. Sig P365s and P320s are also crossing the counter. Shotgun demand is increasing, with tactical-style Mossberg 500s, Remington 870s, and Kel-Tec K56s on the rise.

Gun Store, NH Village Whitefield

High Points, and Rugers. “While we do sell a few Glocks 19s and Sig P365s, our handgun customers continue to be very price-point sensitive, at least for 2023,” said partner Kelly Elam. “Our area is having employment issues that are driven by layoffs. Anytime we get a change in the local workforce, we see highend sales decrease and low-end products increase.” MSR sales have slowed to just one a month. This shop has several Smith M&P 15 Sport IIs sitting on the rack. Shotguns, though, are picking up. Remington 870s lead here, along with a few Mossberg 940 Pro Waterfowls. Elam also mentioned a higher-than-usual demand for used bolt-action rifles in 7mm Rem. Mag. and .308. Her trade-in inventory is better than in past seasons. Ammo stocks, including shotgun shells, are the best they’ve been in several years.

dealer is located on the Preston Highway just a few miles south of downtown. The store has three employees and stocks an average of 400 long guns and handguns. Throughout the fall selling season, handgun sales continue to post strong numbers. Based on availability, small concealed-carry lines dominate. Glock 43Xs, Ruger LC9s, and Taurus G3Cs lead the way. MSRs are still selling slightly above average. “It’s gotten pretty price sensitive,” said counter salesman Ken Bernardi. Radical RF15s, Century Vista AK-47s, and Smith & Wesson M&P 15 Sport IIs have the most availability. A few Ruger Precisions and Americans are going to deer hunters. The 6.5 Creedmoor dominates the caliber choices. Leveraction guns, such as those made by Henry, are getting far more attention than they had during the pandemic. Calibers most in demand are .35 Rem. and .30-30. Remington 870s are in good inventory and in high demand in tactical and hunting styles.

Nashville Gun Shop, Nashville Located in metro

Nashville, this 1,000-square-foot store specializes in home defense. It services a wide variety of clientele from law enforcement to music industry professionals. Handgun sales are picking up. Although the numbers are not as high as last year, they are strong. Top sellers at this location are Glock 43Xs and Sig Sauer P365s. The Ruger LC9 is also seeing some fast turns. “Our inventory is in great shape. We are busy, especially in handguns. However, MSRs have slowed significantly, and it’s an important part of our business,” said owner Demir Hisar. Best sellers in this category are Ruger 556s and Smith & Wesson M&P 15 Sport IIs.

ARPawn Gallery, Clarksville

This small, independent pawnshop is located 40 miles east of Fort Smith in the center of the rural Ozark Mountains. On average, it stocks 250 firearms. Handgun inventories are good. Top sellers are SCCYs,

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City Firearms, KYRiver Louisville

This metro Louisville

One of the oldest gun shops in New Hampshire, this smalltown store sports over 800 firearms and keeps three employees busy. While sales are trending down in some segments, the store’s overall sales are good. “We have seen a steep decline in MSRs and are now selling less than two a month. Our clients love the guns, but most have more than two or even three,” said owner Josh Dagnese. Inventory for this store is flush with a mix of Sport IIs, Deltons, and Rugers. Bolt-action rifle sales are brisk with high demand for lever actions from Henry and Marlin. Most popular calibers are .35 Rem. and .44 Mag. Bolt guns are also in demand, with turns going to Browning X-Bolts, Bergaras, and wood-stocked Remington 700s. The most popular calibers are 6.5 Creedmoor and .308. Handgun numbers have slowed slightly, but remain in high demand.

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NEWPRODUCTS 2

ZEISS

DTI 6 THERMAL IMAGING CAMERA

VPA

OMEGA BROADHEAD

Machined from S7 tool steel, the new VPA Omega broadhead is a solid, one-piece, precision-machined, American-made broadhead that combines all the desirable features of a single-bevel head with the strength of a double-bevel head. The doublebevel portion of the broadhead integrates the blades and the ferrule in an offset, diagonally symmetric, monolithic unit; this geometry allows the double-bevel blades to initiate rotation through bone and tissue as if it were a single-bevel broadhead while maximizing all the strength inherent in the integrated ferrule and blade design. Patent-pending LAYFLAT sharpening technology allows for the single-bevel portion of the blades to be micro beveled at 40 degrees, if so desired. This optional micro bevel further enhances the durability of the blade edges when encountering bone. LAYFLAT also allows for easy sharpening, even in the field. Available in 200grain right- and left-bevel versions. SRP: $113. (vparchery.com)

When identifying game, hunters often encounter significant temperature differences. A cold sky and a warm animal is just one example. Comparable image processing algorithms have struggled to compensate for this, making it difficult to identify key details. But the proprietary ZSIP Pro image processing algorithm of the DTI 6 takes detail recognition to a new level. In addition to pre-processing the sensor signal to achieve excellent image quality and noise reduction, the algorithm also optimizes contrast by dividing the entire image into several quadrants and optimizing them individually. In addition, the device intelligently adapts and sharpens the image so that the heat sources from the game stand out from the background with high contrast and sharpness. This produces a detailed image in every hunting situation, and hunters can focus on the center of the image and do not have to constantly shift their view. Together with a 640x480 sensor with 12-micron pixel pitch, a high-resolution 1024x768 HD AMOLED display, and the new DynamicZoom concept with optical magnification of 1.5X or 3X and digital zoom of up to 10X, the DTI 6 provides hunters the ability to recognize details with precision. The DTI 6 has two interchangeable lenses. The long 40mm focal length of the DTI 6/40 provides a wider field of view for use in the open field while the 20mm focal length makes the DTI 6/20 perfect for identifying game in dense brush or forested areas. (zeiss.com)

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by slaton l . white

BEAR OPS SWIPE IV

The Bear Swipe IV is an assisted-opening tactical knife that features a modified drop-point blade forged from 14C28N Sandvik steel—a premium, high-carbon stainless steel that exhibits remarkable durability and exceptional edge retention. The assisted opening mechanism and thumb studs provide swift and easy access to the blade, and the framelock mechanism guarantees the blade remains locked open with every deployment. The ergonomic black-and-green G10 handle resists daily wear and provides a secure and comfortable grip for optimal control even in the most demanding situations. Minimum snag points, Torx screws, and a stainlesssteel insert along with a robust pocket clip are additional features. SRP: $99.99. (bearandsoncutlery.com)

NEXTORCH

TA30C MAX TACTICAL FLASHLIGHT

The TA30C MAX tactical flashlight utilizes a patented one-step, variablefrequency strobe switch for immediate and intuitive operation in a homeor self-defense situation. A powerful 3,000-lumen high-output mode, which can cast a powerful beam up to 436 yards, can be activated with a half press of the tail switch that allows for easy searching and instant identification of potential threats; a full press activates the strobe to instantly disorient and suppress an intruder or attacker. A rotational magnetic mode dial offers smooth and reliable operation that outperforms and outlasts ordinary mechanical switches. The TA30C MAX comes equipped with a detachable pocket clip for everyday carry and is compatible with the FR-2 Tactical Finger Ring for additional security and expanded carry options. A convenient LED tail cap status indicator provides battery life at a glance, and the innovative U-shaped tail design prevents accidental activation. It comes standard with a removable/replaceable 21700 Li-ion battery, lanyard, and USB-C charging cable. This professional, robust illumination tool is crafted from 6061T6 aerospace-grade aluminum with an impact-resistant, coated, and tempered glass lens that is surrounded by a gray titanium strike bezel imbedded with nano-ceramic glass breakers. SRP: $132.99. (nextorch.com)

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NEWPRODUCTS 6

CROSSBREED HOLSTERS

OUTRIDER MODULAR HOLSTER

The OutRider series is CrossBreed’s only full-leather, multi-fit holster designed to accommodate a wide range of handgun sizes and configurations. Made of premium-quality leather to withstand daily use and to deliver years of reliable performance, the OutRider is now offered in a modular design to expand carry options beyond the belt. The new OutRider Modular Holster is made with the same quality leather, reinforced stitching, and hand-crafted construction as the original OutRider OWB holster. The difference is that the OutRider Modular Holster includes a hook-and-loop backing that allows mounting to CrossBreed’s Modular Systems for off-body carry in packs and purses or stationary mounting in the home or in vehicles. This system lets the user confidently carry their firearm in situations where on-body carry may not be the optimal solution. The OutRider Modular Holster is offered in right- or left-hand draw and comes in brown or black leather. (crossbreedholsters.com)

5.11

AR 670-1 COMPLIANT BOOTS

The EVO 2.0 8-inch AR 670-1 and the Speed 4.0 8-inch AR 670-1 are 5.11’s first two AR 670-1 compliant boots. The EVO 2.0 8-inch AR 670-1 ($160) is equipped with Force Foam cushioning and an Ortholite footbed for comfort and enduring support. These EVO 2.0 8-inch boots are Army Regulation 670-1 compliant for U.S. Army Wear with MultiCam and Operational Camouflage Pattern (OCP) uniforms. 5.11’s other AR 670-1 compliant option is offered in the Speed 4.0 8-inch AR 670-1 ($120). These lightweight boots provide outstanding features and value. Crafted with suede leather and 1200D nylon, Force Foam heel cushioning, and an Ortholite footbed, they will make sure feet are feeling good no matter the job. Additionally, the ASTM slip- and oil-resistant outsole is stitched for hard use, and the brand’s heat-deflect material helps shield feet from radiant heat from the ground. Like the EVO 2.0 8-inch boots, these Speed 4.0 8-inch boots are Army Regulation 670-1 compliant for U.S. Army Wear with MultiCam and OCP uniforms. (511tactical.com)

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OPEN THE DOOR TO NEW SHOOTERS AND GREATER REVENUE FOR YOUR RANGE. SIGN UP TO BECOME A PARTICIPATING FIRST SHOTS® HOST RANGE. VISIT FIRSTSHOTS.ORG TO GET STARTED NOW. Put the combined support of the firearms industry and the outreach power of the National Shooting Sports Foundation® to work for you. It’s simple, easy, and — when studies show 92% of new shooters return for more — it’s a powerful way to deliver a steady stream of new customers to your range. Sign up at FirstShots.org today.

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8/19/21 4:59 PM 10/9/23 8:04 AM

NEWPRODUCTS 8

XS SIGHTS

R3D 2.0 AND MINIMALIST TRITIUM NIGHT SIGHTS

XS Sights is now offering new, second-generation R3D 2.0 and Minimalist tritium night sights in standard- and suppressor-height versions for select Sig Sauer, Springfield Armory, and FN pistols. Designed for improved speed and accuracy in any light, the R3D 2.0 features a notch-and-post design with two rear tritium dots and a wide, high-contrast, orange or green dual-illuminated Glow Dot front sight. The Glow Dot’s self-luminous tritium vial glows in low or no light for 12 years and is surrounded by XS’ proprietary photoluminescent dot material that absorbs ambient light to glow in low light. This makes the front sight brighter than the two rear tritium dots and, combined with the wide notch, provides more visible indexing for increased precision and accuracy. SRP: $131.99, standard height; $142.99, suppressor height. The Minimalist Night Sights are equipped with a self-illuminating tritium, orange or green Glow Dot front sight and serrated, anti-glare, non-tritium rear sight. Designed to be as minimalist as possible, this sight drives focus to the front sight. The dual-illuminated Glow Dot front sight features a self-luminous tritium vial surrounded by XS’ proprietary photoluminescent Glow Dot that absorbs ambient light to glow in low light. The pairing ensures the front sight will glow brightly in low light and contrast well against the blacked-out rear in bright light conditions. SRP: $59.99, standard height; $69.99, suppressor height. (xssights.com)

SOG

PROVIDER FX

The Provider FX is a high-performance fixed-blade knife designed to meet the demands of hunters and outdoor enthusiasts everywhere. The Provider FX begins with a 3.75-inch, 154CM steel blade—a material hailed for its exceptional toughness, hardness, and corrosion resistance—with a droppoint and durable stonewashed finish. Its tang is full-sized, providing an ergonomic handle with a convenient finger groove behind the bolster and pommel extension for optimal retention and control. Jimping across the blade spine and the pommel ensures a no-slip grip through any outdoor cutting task. The knife also features a removable green G10 handle for lightweight and compact carry and packing. The knife can be stored in a rugged Kydex Universal Mounting System (UMS) sheath ideal for slim fixed-blade knives. SRP: $149.95. (sogknives.com)

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10/4/23 11:10 AM

INDUSTRY KNOWLEDGE CLOSE AT HAND

NSSF’s SHOT University™ Online is a onestop e-learning platform for firearms retailers and ranges. On-demand and free for NSSF® members, this new library of interactive online courses provides a deep-dive on critical topics ranging from compliance and regulatory issues to operational guidance and business improvement for both business owners and employees.

FOR RETAILERS: • Planning for an ATF Inspection • Standardizing Operating Procedures • Inventory Management • Notice of Revocation – Are You Prepared? FOR RANGES: • Road Map for Range Safety and Health • Addressing Lead at Ranges • Marketing Your Training Programs • Membership Strategies – Lessons from the Fitness Industry

and more!

Available Now At NSSF.ORG/EDUCATION

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8/2/23 4:21 PM 10/9/23 8:05 AM

THE SIMPLE TRUTH

by miles hall

Black Friday

Holiday sales don’t have to be a frenzied scramble in a madhouse.

here are hundreds of opportunities that you as a dealer can do over the year to increase sales. One of the biggest of the year is

the selling extravaganza now known as “Black Friday.” Our first Black Friday event was such a joy. Hundreds of folks, some of whom arrived as early as 3 a.m., were waiting for the doors to open at 9 a.m. Yes, we sold lots of stuff, but much more important, according to the feedback we received from our guests, was the amazing atmosphere that was felt by all. This did not happen by accident. Having been to more than a few such sales, some of which were pure horror shows, we watched, learned, and made plans to minimize any troubling areas. We also decided our event had to respect those brave souls who, despite the cold weather, honored us by showing up. You start with products that people want to buy. Easier said than done. Here, we were blessed because Jayne, my wife and partner, was our main buyer. She helped line up great distributors and manufacturers, all of whom not only delivered hot items in time, but did so at great prices that we could pass onto our guests. For best results, start your Black Friday buying process at SHOT Show and other trade shows at the beginning of the calendar year. Similar to the relationship between guest and dealer that leads you to success, you must also have an equally strong relationship between you and your distributors and manufacturers. They are key linchpins to your success, and you will

find them to be incredibly supportive—as long as you respect them, pay promptly, and follow the required processes. Proper promotion of the event is also an important element. More and more manufacturers offer co-op programs (advertising dollars) that go a long way to help in buying whatever media works in your area. Take full advantage of these programs. We started early to get the buzz going by letting the guests know something fun and special was coming. If done right, the build-up will be at a fever pitch by mid-November. This particular Black Friday was cold, but fortunately no snow was in the forecast. Our outside security cameras saw the first guest show up at 3 a.m. It was a father-and-son team. How cool is that? Along with a few of our dedicated team members, I showed up around 6:30 a.m. By then, the crowd had expanded to several dozen. We grabbed two bus carts and loaded up cups, coffee, creamer, sugar, hot water, and lots of packages of hot cocoa mix and several bags of small marshmallows. When we carted all this outside, the guest count had swelled to more than 100. It took several trips to get everyone served with a hot beverage. The effort was well worth it, though, as we saw a relaxed and comfortable crowd standing patiently in line, talking, laughing, and generally enjoying themselves. In the last 30 minutes before we opened the doors the sun came out and helped warm things up a wee bit. As we approached the opening bell of 9 a.m. we brought out our version of the “Willy Wonka Golden Tickets.” Every item that was on sale in limited numbers was placed on a single index card. We started at the front of the line and asked each

Black Friday sales can greatly benefit a retailer’s bottom line, but only if they are prepared to manage the crowd.

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guest what they were looking for. We then handed them a “golden ticket” for that specific item. In this way we solved a pair of vexing issues: we eliminated panic running into the store for items that were only available in limited numbers, and we relieved the stress of worrying whether that particular product could be obtained (usually at the expense of another guest). Now, our guests could shop at their leisure and actually enjoy the experience. Our approach led to another pleasant surprise: a number of guests stayed on after their purchases to shoot on our range. For these guests, we lined up their bags, boxes, and related purchases behind a long counter area where they could pick them up when they came off the range. As they did so we heard comments regarding the sheer joy of the overall experience. The most salient one was, “All the other retailers could learn something from this. And it’s awesome that a gun store and range did it.” Over the years since we sold our business, I still hear from folks that were part of those special times. That warms my heart, too. I share this, not to brag on us but to explain a Simple Truth. When you plan carefully and execute properly, you not only profit monetarily, but you help create wonderful memories that will live on in hundreds of folks for years. And best of all, those happy memories involved the shooting sports.

Author bio: Miles Hall was founder and president of a multi-million-dollar firearms retail store and gun range in Oklahoma for 36 years. He is now a senior advisor helping FFLs around the country run more efficient, profitable businesses. (HallnHall.com)

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