SHOT Business Jan / Feb 2023

HOW TO WORK WITH SOCIAL MEDIA INFLUENCERS

GUNWERKS

WANTS SHOOTERS TO GO FAR

LET FREEDOM

SCCY FIREARMS

PROTEK’S PURSUIT OF PERFECTION

FIVE MINUTES WITH: HOW BROWNING STAYS AHEAD OF THE CURVE

FYI:

SHOOTER’S WORLD IS WORLD CLASS

THE SIMPLE TRUTH: TRUE BELIEVERS

GREAT NEW PRODUCTS FROM RUGER AND MARLIN

BLAKE BARNETT AND THE MARLIN MODEL 1895 ™ SBL

PC CARBINE™

WITH STEALTH GRAY MAGPUL® PC BACKPACKER STOCK

This PC Carbine™ model is chambered in 9mm Luger and offers a minimalist solution for the hunter or outdoorsman. It was designed for those who want to transport their carbine in an efficient, convenient package without compromising shooting performance or ease of deployment.

10/22® COMPETITION LEFT-HANDED RIFLE

This new Ruger Custom Shop ® model boasts left-side ejection and a left-handed charging handle and push-button cross-bolt manual safety, all fed from a detachable 10-round rotary magazine specially designed for this rifle. Right-handed shooters will also appreciate the left-side charging handle – particularly those shooting from the bench.

SECURITY-380

Chambered in .380 Auto, the Security-380 ® is full-featured, ideally sized, modestly priced, and designed for hours of range training with minimal fatigue. The Lite Rack ™ system includes refined slide serrations, pronounced cocking ears and a lighter recoil spring, allowing for easy slide manipulation.

®

LCP

MAX

Chambered in .380 Auto, the Ruger ® LCP ® MAX fits 10+1 rounds into the same footprint as the LCP ® II. A 12-round accessory magazine slightly extends the grip length while doubling the capacity of the legacy LCP ®

MAX-9®

The versatile MAX-9® is sure to meet your personal protection needs. Comfortable enough to conceal in an inside the waistband holster or pocket holster, this micro-sized pistol has it all - without compromising on capacity or features.

WRANGLER® WITH BIRDSHEAD GRIPS

The popular Wrangler ® line of single-action revolvers has been expanded to include models with Ruger ® Birdshead pattern grips. These new models all feature a 3.75'' cold hammer-forged barrel, are chambered in .22 LR, and are offered in three attractive Cerakote ® colors - black, silver and burnt bronze.

MARLIN MODEL 1895™ TRAPPER

The first Ruger-made Marlin ® firearm , you can expect the same time-honored design as the traditional 1895, combined with Ruger’s trusted reputation for producing high-quality, reliable firearms.

Chambered in .45-70 Govt., the Model 1895 Trapper is compact, easy handling, and an ideal rifle for hunting and protection against dangerous game.

MARLIN

®

MODEL 1895™ GUIDE GUN

Formerly known as the 1895 GBL, the Model 1895 Guide Gun is chambered in .45-70 Govt., compact, easy handling and a great rifle for hunting big game.

RUGER ® AMBASSADOR

WE’VE GOT EXCITING NEWS FOR YOU!

Davidson’s own live streaming broadcast event, exclusively for Davidson’s dealers. Each episode is hosted by Kevin Wilson and covers topics such as new products and training, live Q&A with industry experts, upcoming promotions and even a chance to win prizes!

See you at SHOT Show!

Davidson’s will be attending SHOT Show 2022. Visit us at our new booth, #72317, at the Caesars Forum.

WE’RE A CUT

ABOVE THE REST

Davidson’s is proud to carry these fine knife manufacturers with many more on the way!

SCCY’s GlitterGunz DVG Series Lets Freedom Bling!

If you’re not familiar with SCCY Firearms, you should be. SCCY is on a mission to protect the American people with quality firearms. At its core the manufacturer believes that every American should be able to access affordable personal protection and home defense. They believe it is a right that should not be reserved solely for those who can afford it.

SCCY Firearms officially dropped the hammer last year when they premiered their first strikerfired handgun, the DVG-1. The DVG-1 is chambered in 9mm Luger, weighs 15 ounces, with a 10+1 capacity and Roebuck Quadlock barrel locking system. It features a flat trigger, with a 5.5pound trigger pull, and like the CPX series it is engineered and manufactured for everyday carry in Daytona Beach, Florida.

As a trailblazer in the world of American-made everyday carry for the last 20 years, SCCY has seen enormous success. While other manufacturers rely on third-party tools and fixtures, SCCY makes their own. Why? It’s all about efficiency. By creating their own proprietary tools, they machine the very same components in half the time. They call this concurrent engineering; it saves time without ever sacrificing quality. In the end, they are able to pass those savings on to you.

This year SCCY has partnered with Hesseling & Sons Firearms in Lima, Ohio, to create their

GlitterGunz DVG series. Hesseling & Sons is a family, veteran-owned and operated business. They are a full retail and manufacturing custom shop offering laser engraving, graphic design, advanced Cerakote application, and their patentpending, GlitterGunz coating. They serve the consumer, retail, distributor, and OEM markets with their GlitterGunz coating. GlitterGunz is a durable, sparkling coating that was developed over several years utilizing specialized equipment and a patent-pending process. The slight tactile texture of the coating provides the user with a non-slip grip, making it easier to operate the slide.

The GlitterGunz brand started as a labor of love when Hesseling & Sons’s owner, Phil, offered to Cerakote his wife, Gennifer’s, daily carry for her. When he asked what she wanted, she said “glitter”. He told her that no one makes that kind of firearm coating. Necessity became the mother of invention as he set out to develop one of the most unique and attractive coatings the firearm industry has ever seen. In 2020, the GlitterGunz brand went viral and has continued to flourish.

With an MSRP of $359.95, the SCCY DVG Glittergunz series is both a statement piece as well as an incredible value. Whether you’re practicing on the range or spending the night on the town, the SCCY DVG Glittergun is the perfect conceal carry. Let freedom bling!

Selling Technology

Several years ago, I wrote an article on a new product. I do not recall the trademarked name, but I do recall that an innovative combination of design and technology intrigued me enough to test it on a deer hunt.

I was impressed by its performance in the field, and on my return home discussed the potential of success of this product with the company’s marketing manager.

I thought consumers would embrace it. So did he. They didn’t. Soon after launch, it quickly sank without a trace. When I circled back to the marketing manager for his take, he said, “We think it was just a few years ahead of its time.”

The experience taught me that getting consumers to accept new technology can be difficult. It’s not simply a matter of “build it and they will come.” You have to give them a reason to embrace something new, which is the job of the marketing department.

All of which leads us to an interview (pg.14) with Rafe Nielsen, Browning’s director of marketing and communications. He told me that one of the company’s challenges is “not only keeping up with the demands of customers, but how we stay ahead of the curve. From a product standpoint, we have to keep up with technology.”

At the same time, “From a marketing standpoint, we have to constantly be up to date on how to communicate with customers. Digital and social media strategies are constantly changing, and companies that don’t keep up will fall by the wayside.”

An industry veteran, he told me how much marketing has changed over the course of his career. Essentially, it requires him to be nimble in adapting to new marketing approaches.

“I’ve now been in the industry 20 years,” he says. “Back in those days marketing and advertising were dominated by print ads and TV commercials. And honestly, it was pretty simple. The channels to our customers were narrow and direct. Now our customers get their information from so many different channels it’s hard to target and focus a message. Print and TV are still relevant, but the digital world is so much bigger and diverse. You have to broaden your message to accommodate many different channels, and those messages need to reach the totality of your audience. Essentially, now you have to be good at all forms of communication, from print to social to video, and on and on. It’s a far more complex world, but frankly, it’s more rewarding, too. You can see the immediate impact of your efforts, make real time adjustments, and capitalize on your successes.”

Well said. And, I would add, it also helps to be part of company that knows it customers well, protects the integrity of its brand, and, while taking advantage of emerging technology, doesn’t get too far out ahead of its customers.

Slaton L. White, Editor

EDITORIAL & CREATIVE

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It’s not enough to build it. Consumers must embrace it.

Understanding HEVI-Shot’s Product Line

In2000, HEVI-Shot started production with the goal of making waterfowl ammo that outperformed steel. To do this, they spent more than a year developing their own alloy mixture using tungsten and other metals. The result was a very heavy pellet far superior to steel. Given its density, it also outperformed lead. These “Heavier Than Lead” pellets are now known as HEVI-Shot’s own recipe of 12 g/cc tungsten pellets. Sometime along the way, HEVI-Shot also started crafting its own bismuth pellets.

As a small company, HEVI-Shot had to rely on outside vendors for components and some manufacturing help. For more than two decades, it did quite well for itself, yet still had challenges caused by this reliance on outside vendors. That changed two years ago when an ammunition powerhouse, Vista Outdoor, purchased HEVI-Shot. This is the same company that owns Federal, Speer/CCI, and Remington Ammunition. Literally overnight, HEVIShot had access to quality resources and deep pockets. As a result of this access to expanded resources, it is now in a much stronger competitive position.

Over the years, the list of products in HEVI-Shot’s catalog got long and complicated, containing many unique product names for each category of specific products. Admittingly, the company knew its catalog of products could make its customers dizzy, so last year it set about reevaluating its catalog, discontinuing many of its convoluted product names and streamlining the product line. Today, HEVI-Shot has approximately 110 specific loadings organized into 13 different product families: six for waterfowl, three for upland birds, three for turkey, and one for predator.

The key to understanding HEVI-Shot’s product line is grasping the overall strategy of pellet materials and stacked payloads. HEVI-Shot only loads non-toxic pellet materials: steel, bismuth, or tungsten. Of these three shot materials, steel has the lightest density (7.8 g/cc). Bismuth is next (9.6 g/cc), and tungsten is the heaviest (12 g/cc).

HEVI-Shot also loads a full line of turkey-hunting ammo using ultra-dense tungsten super shot (TSS) pellets that have a density of 18 g/cc. Although

HEVI-Shot is justifiably proud of its 12-g/cc tungsten, it decided to listen to its customers by offering turkey loads using sourced TSS.

“The reason has to do with elementary physics,” says Scott Turner, HEVI-Shot and Federal Ammunition shotshell product line manager. “A denser (heavier) material will carry its velocity and penetration energy longer. This means it will hit harder (faster) as well as carrying its lethality (in footpounds) out to greater distances, a decided advantage for turkey hunters.”

Density also affects shot size. A one-centimeter cube of steel weighs a lot less than a one-centimeter cube of bismuth or tungsten. Because bismuth is 22 percent denser than steel, hunters can choose loads that are one size smaller than steel, yet still have the same or better lethality. Using tungsten, hunters can choose three sizes smaller.

According to Turner, a smaller-sized projectible penetrates deeper, enhancing overall lethality. “In other words, No. 9 shot creates a deeper wound channel than the much larger No. 2 shot,” he says. “The size of shot also affects pellet count. You can fit a lot more No. 9s than No. 2s in a three-inch shotgun hull. So, broken down to basics, if you choose a shotshell that features a material that is denser than another, you will benefit by having more downrange energy, deeper penetration, and/or higher pellet counts, which leads to fuller patterns with more hits on target at longer distances.”

Beyond that, HEVI-Shot shells are loaded with either straight or stacked payloads. A straight payload

means the shell contains only one material. A stacked shell contains multiple shot types in one shell. For HEVI-Shot, that means a layer of steel pellets and a layer of bismuth pellets loaded in the same shell. This stacked, dual-shot design improves a shotgun shell’s performance.

HEVI-Shot’s three shot materials and two payload types all have a specific purpose in its product line. Steel satisfies customers looking for a lessexpensive option that is effective at close and medium distances. A load that has both steel and bismuth is a better solution because a stacked load offers an increase in overall lethal effectiveness, but adds only a modest price increase. Bismuth is slightly more expensive than steel, but its performance is closer to that of lead loads, so a load with 100-percent bismuth is an even better solution. The HEVI-Bismuth line is also safe to shoot through any lead- or steel-rated shotgun due to the malleability of the material. Though more expensive that steel or bismuth, tungsten is by far the most effective of the three at distant targets.

“As hunters, we invest a lot of time, money, and energy to put ourselves in a position of success,” Turner says. “HEVI-Shot was founded by passionate hunters with an unquenchable desire for better performance to achieve that edge.”

Turner also says that retailers who carry, or are interested in carrying, the HEVI-Shot line should be on the lookout for a new HEVI-Shot line that will be called HEVI-Metal EXTREME. It's due to debut at the 2023 SHOT Show.

(hevishot.com)

By offering so many choices of nontoxic ammo options for shotgunners, HEVI-Shot is often misunderstood.

by S laton l . W hite

Leapers Announces Billet AR Uppers and Lowers

The Leapers UTG PRO manufacturing facility in Livonia, Michigan, is home to a machine shop floor lined with world-class CNC, injection-molding, and robotic-automation machines. There is also an in-house Cerakote coating device. This manufacturing facility produces Leapers’ USA-made line of handguards, stocks, buffer tubes, scope rings, magazines, and now AR billet receivers.

Releasing first is a standard lower receiver, available for purchase as a set with the upper or as a stand-alone component. “This lower provides the same standard battery of arms and parts commonality that one would expect from a forged receiver, but also contains features that shooters of all skill levels and disciplines will appreciate,” says Leapers founder David Ding. “A true ambidextrous lower will also be available shortly after the initial launch, and both lowers share the same overall design elements and shooter-driven ergonomics.”

Ever have a customer lose a spring or detent? UTG PRO lower receivers feature a captured buffer detent and a rear takedown pin housing.

“Threaded steel pins replace the typical use of roll pins throughout the uppers and lowers, easing installation for first-time and even wellversed builders,” Ding says. “Common parts compatibility was a key must-have. Outside of the originally designed parts for the true ambidextrous lower, the majority of standard drop-in and aftermarket handguards, lower parts kits, bolt carrier groups, and fire control groups are compatible with the new UTG PRO receiver.”

 Leapers UTG PRO is introducing billet AR uppers and lowers. The new lower features a captured buffer detent and a rear takedown pin housing.

When Leapers began work on this project ergonomic considerations were top of mind. “A shortened and flared mag well allows for compatibility with most, if not all, magazines and drums,” Ding says. “Its aggressive inner flaring speeds up magazine insertions, and ambidextrous trigger finger swells in line with the outer ledge of the mag well provide a deliberate trigger finger index for users with large hands. Ambidextrous ledges milled into the middle of the receiver provide trigger-finger indexing for

A shortened and flared mag well allows for compatability with most, if not all, magazines. Inner flaring speeds up magazine insertions.

medium-sized hands, and cutouts in the trigger guard provide the same for smaller hands.”

The billet receivers are precision CNCmachined from industry-standard 7075-T6 aluminum and finished in Type III Class II matte black hard-coat anodizing. The design of the receiver removes excess materials without hindering reliability while providing a modern aesthetic look unique to the UTG PRO. Overall receiver geometry reduces snag points and hot spots.

“Adding to the already exacting standards in quality control and tight tolerances, a lower to upper receiver tensioning screw comes standard,” says Ding. “It is important to note that both UTG PRO lowers remain fully compatible with most uppers in the marketplace, but obviously may not match up from an aesthetic standpoint.”

A tapered rear flattop upper provides shooters with a better purchase on charging handles with or without gloves and is particularly useful if the user has to “mortar” their rifle to clear a severe stoppage malfunction. The flattop also is machined with an additional Picatinny, a welcome bit of additional real estate.

Stand-alone receivers are available in three versions: UTG PRO Stripped Ambi Lower, UTG PRO Stripped Standard Lower, and UTG PRO Stripped Upper. Receiver sets are available in two options: UTG PRO Stripped Ambi Set and UTG PRO Stripped Standard Set. (leapers.com)

GARMONT TACTICAL LAUNCHES INNOVATIVE FOOTWEAR FOR SPRING 2023

Drawing on innovative designs and technical materials, Garmont Tactical is adding new styles for the 2023 season. The brand will focus on building shoes from the inside out with its Anatomically Directed Design and additional fit technologies that military, law enforcement, and emergency personnel trust for their comfort and protection across a variety of uses. Garmont continues to employ its Garmont Traction Formula (GTF), Double Damper, HeelLock, and erGo-Last innovations in a variety of models emphasizing traction, comfort, stability, and durability.

Included in this launch are expansions to the Brand’s T8 category, including the new T8 EXTREME EVO GTX/T8 EVO 200-gram Thinsulate built for extreme weather conditions as well as the T8 BIFIDA, T8 BIFIDA TAA, and T8 NFS 670, the classic military boots for expeditions with varying environments and speed requirements. Rounding out the T8 collection, Garmont’s T8 ATHENA is its first model specifically designed for active female soldiers. In addition, Garmont extends its Made in the USA program with the T8

ANTHEM, an athletic, comfortable style with lightweight soles and uppers assembled in Tennessee.

For quick-moving and agile operations, the newest versions of the NEMESIS 4 G-DRY/NEMESIS 6 G-DRY are mid-cut boots pairing ankle support with gripping soles and a flexible feel. In addition, Garmont has introduced the 9.81 HELI, a lightweight solution for off-duty training, SWAT teams, logistical support, and competitive shooters.

“Garmont Tactical continues to emphasize fit, comfort, and performance in all levels of our product offerings,” says Kyle Ferdyn, sales manager for Garmont International North America. “Now more than ever, we are building boots that meet the strict requirements of tactical and law-enforcement personnel protecting our country and our

communities while at the same time looking to design more athletic, streamlined products for additional duties.” SRP: $135-$215. (garmonttactical.COM)

RUGGED SUPPRESSORS ROLLS OUT THE ALASKAN360

The Alaskan360 is a .36 caliber suppressor rated up to .338 Lapua for rifles and up to 9mm for pistols and submachine guns. This lightweight suppressor weighs 11.8 ounces with the mount. Made from 17-4 stainless steel and Grade 5 titanium, the Alaskan360 is built for a lifetime of use.

This is the first suppressor to use the Rugged Universal Mount, or R.U.M., which offers back-end modularity by allowing the Alaskan360 to work with all Rugged rifle mounts as well as with industry-standard mounts.

“The Alaskan360 is built to handle hard days on the range, backcountry adventures, and anything in between,” says Michael Derdizak, CEO of Rugged Suppressors. “We wanted to create a suppressor that is full-auto rated for a multitude of platforms without sacrificing sound signature nor performance,”

The product’s versatility was a key design factor. “The Alaskan360 and 1⁄8x24 R.U.M. were designed to provide unsurpassed versatility to the shooter,” says Henry Graham, president of Rugged Suppressors. “This is a very flexible suppressor, integrating with all Rugged rifle end caps. In fact, the R.U.M. is compatible with all Rugged muzzle devices, and it offers a wide range of calibers and platforms.”

As with all Rugged Suppressors, the Alaskan360 is covered by Rugged’s unconditional lifetime warranty. SRP: $1,009. The price includes the R.U.M. Sold separately, the R.U.M’s SRP is $279. (ruggedsuppressors.com)

Viridian Introduces Kydex Holsters

Viridian Weapon Technologies recently added new American-made Kydex holsters to its cutting-edge line of concealed-carry products. These handcrafted, configurable, inside- and outsidewaistband designs offer both discreet carry and comfort for optic-, light- and laser-equipped firearms. “Viridian is proud to present these all-new, 100-percent American-made Kydex holsters,” said Brian Hedeen, Viridian’s president and CEO. “These products are not only ready for any given situation, but they also have the capability to feature our INSTANT-ON technology.”

The inside-waistband holster models include hole patterns for belt-clip placement adjustment, ranging from appendix carry to 5 o’clock waist placement. The INSTANT-ON design option immediately turns on the light/laser as the user draws, creating an unmatched tactical advantage. SRP: $49.

The configurable inside- and outside-waistband holster design consists of optional belt clips that allow for even better concealability. Patented INSTANT-ON technology utilizes magnets to turn on the light, laser, or camera as you draw, eliminating the need to activate manually. SRP: $69.

Featuring optimized cut for comfort, easy draw, and re-holstering, these holsters make for the perfect concealed-carry accessories. With premium manufacturing—including Kydex thermoform plastic, handbuilt production, and field-testing in harsh conditions—Viridian holsters are designed and built to ensure safety and protection.

The configurable inside- and outside-waistband holster design consists of optional belt clips that give the option to place for even better concealability.

Patented INSTANT-ON technology utilizes magnets to turn on the light, laser, or camera as you draw, eliminating the need to activate manually. SRP: starts at $69.

ABOUT VIRIDIAN WEAPON TECHNOLOGIES

Headquartered in Minneapolis, Minnesota, Viridian Weapon Technologies is devoted to applying cutting-edge technology to design compact, powerful self-defense products for

the civilian, military, and law enforcement markets. Viridian is the leader in weapon-mounted technology and responsible for a number of firearm accuracy, transparency, and ease-of-use innovations including green and red laser sights, LED weapon-mounted illuminators, gun cameras, and several lines of shooting accessories. Viridian products are designed and built in the USA.

(viridanweapontech.com)

Savage Rolls Out Impulse Mountain Hunter

The Impulse Mountain Hunter is the newest model in an award-winning series of straight-pull rifles from Savage Arms. “At Savage, we not only value the input of our customers, but we also listen to it,” says Beth Shimanski, director of marketing at Savage Arms. “Since 2021, when Savage launched the first Impulse variant, the number-one request we’ve received is for a lightweight version ideal for hunting in the mountains. With extreme accuracy and breakthrough technology, the Mountain Hunter is light, sharp, and encompasses all that the Impulse family represents, thus giving our customers what they wanted.”

Key features include straight-pull bolt action, user-adjustable AccuTrigger (1.5 to 4 pounds), removable, multi-positional bolt handle, aluminum receiver with integral one-piece 20 MOA rail, AccuStock technology with three-dimensional aluminum bedding, adjustable length-of-pull, Savage-designed Proof Research carbon-fiber wrapped stainless-steel barrel with muzzle brake, two sling swivel studs, two-position tang safety, and a gray synthetic stock.

Offering a wide variety of calibers, the Impulse Mountain Hunter is a good candidate for any hunter looking for a dependable, lightweight rifle suitable for hunting in mountainous terrain. Available calibers are .308 Win., 6.5 Creedmoor, .300 WSM, 6.5 PRC, .270 Win., .30-06 SPRG., 28 Nosler, 7mm Rem. Mag., and .300 Win. Mag. Depending on caliber, barrel lengths are 22 or 24 inches. SRP: $2,437. (savagearms.COM)

Safariland’s Next-Level Concealment Holster

The new Species holster is an inside-the-waistband holster offering a timeless design coupled with retention capabilities. Species features a SafariLaminate impact-resistant thermoformed construction, granting superior durability and longevity. In conjunction with the durable exterior, the suede-lined interior gives an enhanced fit while protecting the firearm’s finish. An adjustable, passive trigger-guard-retention system allows for a personalized feel during draw and reholstering. The inclusion of an integrated tension device allows for a tailored fit. Species also adjust for cant and vertical height, maximizing each individual wearer’s comfort.

“Safariland continues to prioritize concealed carry for the responsible citizen,” says Tim Drnec, Safariland’s vice president of marketing. “Following the release of our Schema holster, Species is the next product in Safariland’s new concealment lineup. The new offerings allow owners of today’s newest and most popular firearms to use a holster with retention, great concealment, and comfort.”

The Species IWB holster is now available for the Sig Sauer P365/ P365XL, Glock 43/43X, Springfield Hellcat, and Smith & Wesson Shield/ Shield Plus and can comfortably fit standard 1.5-inch belt widths. $44.99. (safariland.com)

BURRIS SIGNATURE HD RIFLESCOPES NOW AVAILABLE

Supply chain disruptions and creeping inflation don’t have to impact your customer’s hunting gear choices this year. That’s because Burris has worked to ensure a generous stock of its award-winning Signature HD riflescopes are on your shelf and ready to mount onto the favorite hunting rifles of your customers.

The Signature HD series took the Outdoor Life Great Buy Award in 2020 for good reason—these optics deliver all the clarity, features, and precise dialin performance you expect in a premium riflescope well above its class. From its high-quality multicoated glass, user-friendly turrets, rugged build, and several reticle options, the Signature HD riflescopes provide hunters with reliable, X-ring-accurate aiming solutions for every hunting mission—from prairie dogs and pronghorns to whitetails and coyotes.

The Signature HD comes in three models. Deer hunters will appreciate the wide viewing angle and low-end magnification range of the Signature HD 2-10x40mm scope. Perfect for closein woodland environments or for stretching across large ag fields, the 2-10x40mm Signature HD is built on a one-inch nitrogen-filled tube chassis. It includes push/pull locking turrets for custom bullet drop and wind hold-off compensation when shooting longer distances, and the turrets have a zero reset, so you never get lost on the dials. For those who prefer to compensate with subtensions rather than dialing in, the Ballistic E3 reticle stands ready with elevation and windage compensation marks for hold-over and hold-off.

When distances can vary from near to way out there, the Signature HD 3-15x44mm is a

smart choice. This 5X zoom riflescope includes all the features found on the 2-10x40mm Signature HD, but adds a precision side parallax focus to deliver precise point-of-aim/point-of impact performance for longer shots. Reticle options include the Ballistic E3 or the Bur ris Plex, which offers dead-on aiming with common hunting cartridges from 100 to 500 yards.

For maximum reach on both varmints and big-game animals, the Signature HD 5-25x50mm is the undisputed go-to riflescope. This 30mm tube optic utilizes three different reticle options that include the Ballistic E3, the clean Fine Plex reticle for precision shooting, and the 6.5 Creedmoor reticle calibrated for

dead-on aiming out to 700 yards when shooting 140-grain ELD-M bullets at 2,710 fps.

All Signature HD riflescopes are available right now through local sporting goods dealers and leading online retailers. And here’s a great

Mossberg Adds 7mm PRC to Patriot Predator Bolt-Action Series

Mossberg is now offering the latest Hornady Precision Rifle Cartridge, the 7mm PRC, in its series of Patriot Predator bolt-action rifles. Designed to outperform existing 7mm cartridges in a standard long-action rifle, the 7mm PRC is a match-grade cartridge that delivers consistent velocity and repeatable accuracy. As such, the 7mm PRC is the perfect “match” for Mossberg’s suppressor-ready Patriot Predator platform. Two synthetic-stocked models are available, both of which feature a barrel length of 24 inches and a 1:8 twist rate to maximize the performance of the 7mm PRC cartridge.

The Patriot Predator bolt-action is based on Mossberg’s proven twin-lug push-feed machined-steel action, which is fed from a flush-fit polymer magazine. The free-floating, carbon-steel fluted barrel is threaded for a suppressor or muzzle brake and includes a protective thread cap.

Remington Signs New Licensee

There was a time, and not all that long ago, when camp cooking came with a heaping serving of Tums. Why? Well, try venison chops drowned in mushroom soup or biscuits and red-eye gravy swimming in grease, to cite only two such gems. But that’s all changed, and now hunters expect to eat well in camp.

This development is just one reason Remington Ammunition has partnered with FeraDyne Outdoors. As Remington’s latest licensee partner, hunters can expect to see an exciting line of game seasonings and meat processing items coming to the market.

“FeraDyne Outdoors represents a wide variety of respected companies in the outdoor space,” said Danny Evans, Remington’s director of licensed products. “We’re passionate about expanding the Remington brand into new categories, and this line includes meat grinders, slicers, dehydrators, seasoning kits, and more.”

Headquar tered in Superior, Wisconsin, FeraDyne Outdoors is the manufacturer for a multitude of high-end brands. “FeraDyne Outdoors provides high-quality products to sporting goods consumers,” Evans said. “Thanks to Eastman Outdoors, FeraDyne’s subsidiary company and the leading provider of outdoor cooking accessories, the development of this new Remington branded line of products will make wild game prep from field to table easy.”

For FeraDyne, the opportunity to partner with one of America’s most well-known hunting brands was an opportunity the company simply couldn’t pass up. “Hunters and outdoorsmen coast-to-coast know they can trust the Remington name. We’re proud to have Eastman Outdoors working with this iconic company to offer a series of top-quality wild game seasonings and processing equipment,” said Jon Syverson, chief commercial officer of FeraDyne Outdoors. (remington.COM)

Staying Ahead of the Curve

These days, product development and marketing campaigns need to keep abreast of quickly evolving consumer demands.

Alifelong hunter and angler, Rafe Nielsen graduated from Utah’s Weber State with a degree in communications with an emphasis in public relations. His dream was to work at Browning, but his first internship was at Cabela’s. While there he worked on the website and as a copywriter. That internship led to Nielsen’s first job as a copywriter for Browning, a position he held for a year before moving into product development, where he would spend the next decade. His experience developing new products helped prepare Nielsen for his current job in marketing, a position he has held for the last eight years.

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

Rafe Nielsen: Because the landscape is changing so fast, our challenges will be not only keeping up with the demands of customers, but how we stay ahead of the curve. From a product standpoint, we have to keep up with technology. We also have to beat the competition on the latest and greatest trends in what the consumer wants. From a marketing standpoint, we have to constantly be up to date on how to communicate with customers. Digital and social media strategies are constantly changing, and companies that don’t keep up will fall by the wayside.

SB: What opportunities do you see?

RN: We obviously have seen an increase in participation and new customers. This growth opens all kinds of doors for new products, expanding market share, and getting creative with innovation. And since today’s consumers are more educated and technically savvy, it gives us the chance to dive deep into what really makes our products better.

Sb: When you get up in the morning, what gets you excited about working in the industry?

RN: There is nothing more satisfying than having an influence and making a difference in something you love. Every day I work on projects that ultimately are designed to change the landscape of our company and industry. And when you get to do that with such an iconic brand as Browning, it’s even more exciting and rewarding.

SB: How will you meet the expectations of your customers?

RN: Our motto is “The Best There Is,” and I think our customers have come to expect that from us. So, having the best products on the market is key.

SB: In a very competitive world, how does Browning stay ahead of the pack?

RN: Technologies and innovation play a huge role in staying ahead. We’re an old brand, and we can’t rest on our laurels. So, always coming up with new and innovative product is a key component. But more importantly, it’s about the overall customer experience. People want to connect with a brand. If you can connect quality product with messaging that resonates with a

Rafe Nielsen, director of marketing and communications, Browning

customer, you have a winning combination. We like to say that we sell heartbeats as much as we sell products.

SB: You have said that “Browning products must speak for themselves.” What do you mean by that?

RN: Browning has a rich history of quality and innovation—so much so that our guns are passed along from generation to generation. There is an inherent expectation from our current customers that our products today must meet the same high standards of the past. A Browning is a Browning, whether it was built back in the days of John M. Browning or now comes out of one of our modern facilities. We have to be true to our roots; we have to live up to the expectations that have been created for generations.

SB: The Buckmark is one of the most recognized and iconic logos in the industry. What steps does Browning take to protect its integrity?

RN: We have strict policies in place on how and where it can be used. We don’t allow modifications to the design, colors, or usage. But more importantly, I think we protect it best by the quality of goods as well as the people and organizations that we associate with and that represent our brand. We pride ourselves on these

One of Nielsen’s primary tasks is protecting the brand’s reputation for quality and performance.

associations and how we’re represented. And that’s the best way to protect the reputation of a brand and logo.

SB: How has marketing changed during your career?

RN: I’ve now been in the industry 20 years. Back in those days marketing and advertising were dominated by print ads and TV commercials. And honestly, it was pretty simple. The channels to our customers were narrow and direct. Now our customers get their information from so many different channels it’s hard to target and focus a message. Print and TV are still relevant, but the digital world is so much bigger and diverse. You have to broaden your message to accommodate many different channels, and those messages need to reach the totality of your audience. Essentially, now you have to be good at all forms of communication, from print to social to video, and on and on. It’s a far more complex world, but frankly, it’s more rewarding, too. You can see the immediate impact of your efforts, make real-time adjustments, and capitalize on your successes. (browning.com)

Nielsen can often be found in the field using Browning products. Such hands-on experience keeps him connected to the expectations of his customers.

How to Grow a Business

Exceptional customer service, along with smart marketing, have helped Arizona’s Shooter’s World grow into a standout facility.

Asthe popularity of firearms training continues to grow, shooting ranges across the country are working to meet the demand. It’s a golden age for training. Not only are ranges expanding their facilities, they’re incorporating the latest technology and offering unprecedented learning opportunities. Shooter’s World in Arizona, led by husband-and-wife team Phil and Lisa Roux, is one such range that is dedicated to elevating the shooting experience.

Shooter’s World first opened in Phoenix in the late 1980s. For several years, Phil Roux operated a police and military supply inside the facility before finally purchasing Shooter’s World in 2002. When Lisa came onboard in 2010, the couple began working together to carefully and deliberately grow the business.

Today, Shooter’s World operates three indoor shooting ranges in Arizona—Phoenix, Peoria, and

Goodyear. 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. Lisa and Phil Roux have also launched a line of outdoor adventure apparel called Subtle Savage, as well as Flow State, a software development company they created with Shooter’s World director of marketing and IT Chris Birchby.

Cater to All Customers

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 at the forefront of everything they do at Shooter’s World.

“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 inperson comments and survey responses to identify any areas that need improvement. Most importantly—they act on that information to make necessary changes.

Promote Employee Growth

Shooter’s World takes a similar approach with their staff. Phil and Lisa Roux are committed to employee development. That includes offering promotefrom-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.’”

She believes it’s critical to maintain an open line of communication with team members. Just as important is the obligation to share the business plan and provide regular company updates.

“It’s easy to fall into a rut of thinking our employees can read our minds and inherently just understand the goals of the business. Honestly, they rarely do if you aren’t communicating to them what these goals are,” Roux says. “Crafting a clear plan to reach your company goals will help your team understand the ‘why’ behind the business decisions you make.”

Shooter’s World has created a welcoming atmosphere that appeals to a diverse customer base.

The world-class facility includes climatecontrolled ranges, a large retail selection of firearms, and a series of training programs.

Word-of-Mouth Marketing

Like many successful gun stores and shooting ranges, Shooter’s World employs a mix of marketing tactics. They utilize radio advertising and billboard messaging, along with digital marketing and social media. Despite experiencing success with those methods, Roux credits another channel with generating the most traffic.

“We have found that heavy involvement in the local community—chamber of commerce, local charities, networking events—and the referrals generated by keeping our customers highly satisfied are our most successful forms of marketing,” Roux says.

Location, Location, Location

Real estate professionals understand that location is critical to the value of a property. Roux, a former luxury real estate broker, believes the same holds true for shooting ranges. She advises anyone who wants to develop a shooting range to first conduct extensive research and find communities that would benefit the most from a new training facility.

“The model that has worked for us is to go to underserved areas versus what we often see: new ranges going in on top of older, more established ones,” she says.

Strengthen Vendor Relationships

The team at Shooter’s World works hard to cultivate strong relationships with manufacturers and distributors. This approach has helped Shooter’s World minimize the impact of the global supply chain disruptions in recent years. It’s also enabled them to weather several economic and market slowdowns.

“As an industry that is highly susceptible to the dramatically changing economy, current events, government regulations, and political landscape, it

is critical to respond quickly to these changes and always have a plan in place,” Roux says. “During COVID, we were the only dealer (including the bigbox stores) in all of the Phoenix area who had a consistent supply of guns and ammunition. Make decisions ahead of time about how you will handle these issues as they arise, because they will arise.”

Editor’s Note: Additional research for this article conducted by Miles Hall.

Co-owners Lisa and Phil Roux have now expanded Shooter’s World to three locations in Arizona.

 The Series 1000 dive watches are water resistant to 300 meters. The case and bezel are made up of 30 percent carbon and 70 percent polycarbonate.

PERFECTION THE PURSUIT OF

ProTek All Terrain Watches are the result of a relentless pursuit for perfection.

by Slaton L. White

The new ProTek brand of watches is the brainchild of watch industry veteran Barry Cohen, founder and former owner of Luminox Watch. It was known for timepieces that featured non-stop illumination—a great asset for someone who has to work under the cover of darkness. ProTek watches are built to endure some of the world’s toughest working conditions. That was one reason ProTek was recently named Official Watch of the United States Marine Corps. The accuracy, durability, and superior ProGlo illumination (an array of tritium gas-filled borosilicate glass tubes that glow in a variety of colors) make these ideal timepieces to serve Marines, not only in the line of duty, but in their daily lives as well. These watches also are ideal for anyone that leads an active lifestyle.

Though the brand was conceived for a particular market segment—first responders, law enforcement, SWAT teams, tactical and military personnel, and more—Cohen says its blend of professionalism and technology, which incorporates both elite performance and great style, makes it the ideal daily-wear timepiece for a wide array of people. That wide appeal is one reason ProTek will be a comprehensive brand of watches comprised of several series within the brand. The launch collection consists of three series—a Carbon Composite Case dive (Series 1000), a 316L Stainless Steel case dive (Series 2000), and a Titanium Field (Series 3000). All watches feature the ProGlo self-powered illumination system that enables them to glow nonstop for 25 years so you can read time instantly in any light condition, including complete darkness. All watches have sapphire crystals with anti-reflective coatings and all run on dependable Japanese quartz movements from Miyota (a division of Citizen). The ProTek brand uses Miyota quartz movements throughout the entire line because of their robust nature, accuracy, and overall dependability. Series 1000 and 2000 use the Miyota 2S60 Japanese quartz movement—with plus or minus accuracy of 20 seconds per month—and each boasts a 10-year battery life. The Series 3000 Movement has a four-year battery.

 The Series 2000 is a stainless-steel dive watch that is water resistant to 200 meters.

“Each All Terrain series differs slightly in components used,” says Cohen. “Both dive series have tight unidirectional timing bezels (Carbon is 60-click, Steel is 120-click) that will not turn from inadvertent contact. Both also have 10-year batteries so the case need not be opened for battery changes for a decade, which is a good idea for any water watch. Dive watches are traditionally best sellers, and this will likely remain the case, but don’t overlook the venerable Field watch, which has been around since World War I and is considered the staple of military timepieces. With its mix of features, the ProTek Field series could be the best field watch money can buy, beginning with its titanium case that renders the watch so lightweight—only 46 grams–that you barely know you have it on. But one glance at night is all you need to know you are wearing a ProTek Field with its superlative lume provided by the largest tritium tubes available and executed in three colors for a veritable light show in the dark. Gazing at this dial in the dark is truly mesmerizing.”

According to Cohen, ProTek’s All-Terrain Watches are “Rugged at Heart.” By that, he means they are “created and designed for an active lifestyle, the perfect daily-wear timepiece that can take what life throws at you. As the name implies, ProTek possesses all the attributes of watches ideally suited for those who protect us. ProTek is a function-first

brand, but looks quite fashionable, too. It lives at the intersection of fashion and functionality, where professionalism meets technology.”

ProTek is the newest entry in the Time Concepts family of brands. “The very nature of this brand brings me back to my roots in the watch world,” Cohen says. “ProTek watches are ideal for individuals who put others before themselves. ProTek’s name has true meaning, one that is woven into the brand’s core. In fact, the name defines our brand and our watches.”

Cohen gave a lot of thought to the name for this watch. “Pro” stands for professionals at the top of their craft as well as others on their journey to the top. “These are the ones who put in the time, make countless sacrifices, and stop at nothing to pursue perfection,” he says.

The “Tek” portion of the name stands for the innovative, self-powered Swiss illumination technology built into every watch. Cohen pioneered this special enabling feature with Luminox, bringing this remarkable technology to the consumer arena.

“ProGlo illumination provides a non-stop continuous glow for up to 25 years, enabling the owner to read time-ay-a-glance, even in total darkness,” he

says. “This is the ultimate illumination technology in timepieces, and it’s the hallmark of the ProTek brand. The technology had been primarily used for military applications prior to the advent of Luminox. But I was able to bring this unsurpassed self-powered illumination technology to a wide audience when I founded Luminox, and now I have ratcheted up the overall quality and features in the new ProTek brand.”

The superior illumination technology to which he refers comes from Trigalight, but will be referred to as ProGlo illumination in ProTek watches. ProGlo lume is achieved in a laboratory where tritium gas is pumped into borosilicate glass tubes, the walls of which are lined with a phosphor. The tritium emits a beta particle, causing the phosphor to fluoresce. Different phosphors yield different glow colors.

“Making quality watches that combine function with outstanding design at reasonable prices is what we’re good at, and we’ve done it many times over,” he says.

As an example, he cites the carbon-composite case and bezel, which is a hallmark of the ProTek series. “The 1000 series case and bezel are made

The straps found on

watches are not a secondary consideration. They are carefully matched to the intended use of the watch.

 The Series 3000 Field watch is a classically styled military timepiece that features a lightweight titanium case.

ProTek

visit

AVIENT + DYNEEMA®

BETTER TOGETHER

Dyneema® is now part of Avient, a leading provider of specialized and sustainable material solutions.

Achieve ballistic stopping power without sacrificing user comfort and mobility. The strength and versatility of Dyneema® make it ideal for a wide range of ballistic armor solutions, including soft armor, hard armor, helmets, and frag knits.

up of 30 percent carbon and 70 percent polycarbonate, which explains why it is called a ‘carboncomposite case,’” he says. “The use of polycarbonate as the polymer in our composite mix was a nobrainer because it delivers strength in a lightweight package. And the bezel is made of the same material as the case.”

ProTek uses only stamped embossed case backs, as seen on watches costing many times the price of ProTek. ProTek also uses screw-in case backs and crowns that help the watches achieve water resistance of 300 meters for Series 1000 and 200 meters for Series 2000. The Series 3000 Field watch has a push crown with O-rings and screw back for 100 meters of water resistance, more than adequate for a land-based watch. All series also have rubber O-rings on and around the crowns as well to help ensure excellent water resistance.

“From a design standpoint, both dive watches have stamped dials for added interest, with the Carbon series exhibiting a pebble texture dial surface and the Steel series a horizontal line motif,” he says. “The Field series has a flat dial befitting a military timepiece.”

The pursuit of perfection even includes the strap. “Having made watches using a wide array of straps over the years—leather, steel, or titanium

bracelets—or some form of dive-type straps using polyurethane (PU), silicone, or rubber, we chose genuine rubber for our straps for the Series 1000 for optimum performance,” Cohen says. “PU straps tend to break too easily. Silicone has a nice feel, but it is a bit soft for our use, so we use real rubber for its mix of comfort and durability. Rubber straps are generally considered the best you can get for dive-style watches. The straps are soft and flexible yet strong and are molded around a steel tube insert in which spring pins go through for added strength and durability. All straps have one fixed keeper loop holding the first loop in place so it doesn’t slide; the second loop is adjustable. For both steel dive and titanium field series, we chose waterproof Italian leather straps that, unlike standard leather, begin soft, get softer with wear, and if immersed in water will mold to one’s wrist and will not crack.”

ProTek watches are manufactured in cleanroom conditions with focused attention paid to the manufacturing process, and they go through the standard quality-control processes that would be expected of a superior timepiece. There are about two dozen different tests to ensure the final product not only meets but exceeds the wearer’s expectations. Because Series 1000 and

 All ProTek watches feature selfillumination technology that allows the user to see the watch face even in total darkness.

See us at SHOT Show Booth #20326

1755 AIR CASE FEATURES

2000 are dive watches and water resistance is of paramount importance, all watches undergo water-resistance testing in both air and water, unusual since most brands use only air for pressure testing.

The illumination process was also carefully thought out. “When we approached the Carbon Composite Case Dive series, a great deal of thought went into the lume colors available and which colors would best fill the needs of a dive watch,” Cohen says. “This resulted in a new configuration of lume colors to specifically aid diving. In diving, the only thing that counts is how much air remains in the tank, and this is measured in minutes and seconds, not hours. Very few ever dive long enough for hours to be a factor. Consequently, the series was conceived with green as its the brightest lume color to be used on the second hand, minute hand, and 12-hour index, along with the bezel pip used to time dives against the minute hand. This way, the key thing they need to see the most—the time of remaining air—glows in green. The only other lume color used for this series is a soothing, cool, ice-blue color. Of course, this also can be seen easily in darkness, but the green color is most prominent.”

Cohen also notes that ProTek goes through all the customary steps that any other watch company must go through to develop a watch for sale on the open market.

“We also implement other steps needed to incorporate use of tritium gas tubes that conventional watches do not deal with,” he says.

“This work is done in a high-tech physicist’s laboratory in Switzerland.

Perfection is hard to attain, even with a great design. Cohen knows this, which is why he has assembled the right team. “Our team is small but mighty,” he says. “We have abundant watch knowledge, and our core group accounts for approximately 90 years of watch trade experience. We are not fly-by-night opportunists that just decided they can be in the watch business. We are watch trade veterans who know the ins and outs of this business.”

Cohen is justifiably proud of this new line.

“Here’s the bottom line,” he says. “If you seek a well-made watch for an active lifestyle or for the work you do as a first responder, ProTek’s AllTerrain watches serve up excellence in timepieces that are ‘Rugged at Heart’ and visible in all light conditions, including no light at all.”

(protekwatches.com)

 Stamped, embossed case backs add another level of rugged performance to the line.

STATE OF

THE ART

Gunwerks builds rifles that reach beyond far — just where shooters are now setting their sights.

by Wayne van Zwoll

Anengineer and automobile enthusiast, Aaron Davidson 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 told me during a recent visit to the Cody, Wyoming, factory. “A narrow focus works for us. The industry is crowded with companies bent on filling every niche. We wanted to excel in one.”

In 2010, Gunwerks introduced the G7 ballistics program, a year later its BR2 rangefinder. “They led to the BR4 and our Revic optics line,” says Davidson. “The rangefinders have a very narrow beam for utmost precision. Adjustments on Revic riflescopes are intuitive, positive, and easy to make. The optical quality of those and our spotting scopes equals that of much more costly glass.” To promote Gunwerks products, he developed the Long Range Pursuit television show.

The factory is still new. Construction started in 2018. Davidson and his crew moved in two years later. “Some tooling has yet to

arrive, but all cells are operating now. We started making suppressors right away. Our design protects the threads from blowback, so they don’t seize up. Suppressors make sense on powerful long-range rifles, reducing not only noise, but recoil and muzzle jump. Along with the travel time of bullets to distant targets, a suppressor helps the shooter see strikes.”

The first Gunwerks rifles had Nesika actions, Lilja barrels, Banser stocks, and Leupold scopes. Now the company 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.

STOCK DESIGN

Custom stockmaker Steve Billeb helped develop the first Gunwerks stock. “We’ve always paid homage to classic design,” says Davidson. “We’ve built on that with what we call modern geometry. Our rifles are most often fired prone over a bipod, the support hand, or a bag under the stock’s toe. The toe-line angle of current stocks is shallow, so you can tweak elevation by moving hand or bag slightly. The comb has a downward slant forward so recoil moves it away from your face. The grip is steep, full, and rounded, with generous fluting, for control with a relaxed palm. The forend is of reasonable width, with a flat belly but radiused edges for comfort when hand-held. It has an Arca rail (to fit the Swiss-designed QD camera mount) for use on our heavy-duty tripod. Hardware to add sling and bipod is recessed, for a trim profile.”

Gunwerks stocks are manufactured on site, of reinforced carbon fiber. All have an alloy bedding block with a wedge that snugs the rifle’s recoil lug to its bearing surface as you tighten the guard screws.

CREATING ACCURACY

Gunwerks GLR actions are fitted with carbonfiber-wrapped barrels, 18 or 22 inches long on the Climbr, 22 or 24 inches on the Magnus (26

 An engineer by training, Aaron Davidson founded Gunwerks to make rifles and optics for long shots.

 Alloy receivers for Nexus rifles await assembly. Note split ring, magazine sculpting, adjustable trigger.

GLR actions get Gunwerks carbon fiber barrels, reinforced carbon fiber stocks, even Gunwerks rings.

on a Magnus muzzleloader, with excellent, adjustable sights). Five barrel lengths are offered on the Verdict, plus a steel-barrel option. Barrel contours and brakes are modelspecific. The new Skuhl in .375 Ruger is essentially a big-bore Climbr. Flax fiber in its stock looks and wears like wood. The receiver’s “worn tungsten” finish and the stock’s hybrid cosmetics produce a most appealing, if not traditional, result. Despite its modest weight, the Skuhl treats me civilly in recoil. From a sit, it kept my first five shots close at 200 yards. Accuracy depends a great deal on tolerances and finish. “We drill, ream, and hone our barrels to a finished bore tolerance of .0002,” Davidson told me. “They’re 416R stainless, cutrifled and hand-lapped. We’ve found four- and six-groove rifling superior to 5R. Chambers are cut with two reamers: one for the chamber body, one for the throat. We think that practice best controls throat length and finish.”

Besides chambering for popular long-range cartridges, Gunwerks offers its own. It developed the 7mm LRM as a step up from the 7mm Remington Magnum and 6.5/284. Both sold well early on. “Now we get most orders for the 6.5 PRC and 28 Nosler,” he says. “Also, the .300

IT’S NOT JUST ABOUT HARDWARE

A new rifle does not a marksman make. Firing a top-shelf rifle and load from a bench, you should be able to suck groups into knots; but cinching those knots tight demands much of you. Without bench or bipod, trying to put one hole near another can color your vocabulary. Shooting schools offer help.

Gunwerks conducts two- and three-day schools near Cody, also at suitable venues in other states. “We teach all the elements of long-range precision, from rifles, scopes, and ammo to techniques that tap their potential,” Aaron Davidson says. “The shooters learn to use our ranging systems and pair up with instructors to battle wind at distance. Pounding steel far away is great fun, even if you ordinarily kill game up close. We’re confident the skills our hundreds of students have learned make them more successful hunters at any range.”

 The 7½-pound Nexus has a clean profile. Note the shallow toe angle, for easy elevation tweaks prone.

PRC and 30 Nosler. Customers can buy our hand-assembled loads in limited quantities.”

I watched loading-room employees funnel temperature-stable powder into fresh, slightly belled cases, then close the mouths over long-nosed Bergers without crimping. “One employee can turn out 2,300 rounds a day,” Davidson says.

BUILDING A SHOOTING SYSTEM

Efficient bullets, uniform loads, and cases shaped by decades of accuracy trials are useful only if rifles put them on target. Gunmakers have tried all manner of actions, bedding ploys, and rifling types to this end.

“Some long-range enthusiasts still do that,” Davidson says with a smile. “They 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. At Gunwerks, we build and market shooting systems. Our rifles have topshelf 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.”

“SEND IT”

Once upon a time, long-range shooters poured lots of powder in big cases to start bullets fast and thus flatten their arcs. Paul Wright of Silver City, New Mexico, used a .300 Weatherby Magnum necked to .264 in 1,000-yard matches, its 139-grain bullets clocking 3,400 fps. When Pennsylvania riflemaker Alex Hoyer began chambering it, this fire-breather became the 6.5/.300 Wright-Hoyer. Weatherby has revived it as the 6.5-300 Weatherby, with 127-grain Barnes LRX bullets at 3,537 fps.

THERE ARE AMMO PLANTS CAPABLE OF PRODUCING NEARLY FOUR MILLION ROUNDS A DAY. THAT’S NOT US. WE ARE A CRAFT AMMUNITION MAKER, and you can’t automate craft.

But hiking speed to reach far is pointless if you ignore drag. At exit, a bullet meets an implacable wall of air. Its pressure on a bullet moving 3,000 fps equals the force you’d endure standing in a 2,000-mph gale. A fast bullet sets up greater drag than a slow bullet, just as you feel more wind resistance when you accelerate on a bicycle. Bullet weight and shape also affect drag. The spherical face of a cannonball tends to push air instead of piercing it, as would a spear. Another brake on the ball: low sectional density (SD), the ratio of its weight in pounds to the square of its diameter in inches.

Our process is slow, on purpose.

Aaron Davidson and his colleagues at Gunwerks insist on long, pointed bullets with tapered heels for long shooting. Their high SD and sleek form yield a high ballistic coefficient (BC), the measure of a bullet’s ability to overcome drag. “G1” BCs were derived a century ago, using a “standard bullet” shaped like those of that day. “G7” figures reflect more streamlined profiles popular now. Any bullet’s G7 BC is lower than its G1 BC. The numbers are equally valid. Think of measures in miles and kilometers.

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.

The company inventories about 70 finished rifles. “Almost 30 percent of our rifles ship from that stock,” Davidson says. Therein lies some of the mojo at Gunwerks. “While weekend hunters

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.

can find a plethora of ‘package guns,’ shooters who want a sporting-weight set-up with the legs to pound steel a mile away have had to choose between waiting months for a custom build or

OUR PRODUCT HAS BEEN COMPARED TO HANDMADE JEWELRY, BECAUSE IT’S MADE BY PEOPLE WHOSE CRAFT TOOK YEARS TO DEVELOP. AND YOU CAN’T recreate craft in any kind of artificial way.

ALMOST NO AMMUNITION MANUFACTURER INSPECTS EVERY SINGLE ROUND, BUT WE DO. IT TAKES EXTRA TIME AND COST TO HUNT FOR THE SMALLEST IMPERFECTION, 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.

committing days and dollars to assemble parts that in concert may or may not deliver competitive accuracy.”

Gunwerks’ newest rifle, the Nexus, is of switch-barrel design, with a receiver of 7075 aluminum machined precisely on a nine-axis mill. An integral rail has 20 minutes of gain. The three-shot, staggered-stack detachable magazine (with shoulder support to protect bullet tips) feeds a six-lug bolt that engages a barrel extension. Bolt lift is just 65 degrees. Barrels and bolt heads are easily switched out. A shoe on the TriggerTech trigger can be moved half an inch, to fit your reach. The stock has leather inserts at grip and comb. This 7½-pound rifle appeared in May 2022, in 6.5 PRC and .300 PRC. On heights above Buffalo Bill Reservoir, I saw it bang steel at 800 yards between gusts of swift, squirrely wind that nudged bullets from my .300 off plates big as Volkswagen bonnets.

“Quite a blow out there,” I said.

Davidson was unsympathetic. “Gunwerks shooting systems will help you reach farther than most hunters will ever aim. Where you point the barrel in a Wyoming gale is beyond our control.”

(gunwerks.com)

 Coaching, wind calls, and expert spotting help you hit at distance. Gunwerks shooting schools have the venues for this.

 Checking zeros and long-range impact from the bench is a prerequisite for quick, accurate aim afield.

HOW TO WORK WITH

SOCIAL MEDIA INFLUENCERS

by Michelle Scheuermann

Before the advent of the social media age, we were influenced by Hollywood movies, glossy magazine print ads, radio jingles, and TV commercials. And friends and family were always a trusted source. But in the 1980s these forms of influence began to be supplemented by orchestrated product placement in movies (think Reese’s Pieces in E.T). When marketers and movie financers saw how much money rolled in by having a flash of a product in a hit movie, they never looked back.

Perhaps what made those product placements work so well was the authenticity of it. When Marty McFly drank a Pepsi in “Back to the Future,” you really believed it was his drink of choice. On the other hand, when a product placement seemed forced or contrived, you instinctively knew it and turned away. Now, nearly 40 years later, here we are dealing with the same attributes with social media and the rise of influencers. The outdoor industry has always had influencers; we just didn’t call them that 20 years ago when Michael Waddell showed you all his cool Realtree gear or Melissa Bachman gave proof of what worked on her last hunting trip. They were just sharing naturally.

When successfully engaged, social media influencers can help build and maintain a brand.

THE NEW AGE

As Facebook, Instagram, and Twitter have evolved into media behemoths, business entities have had to adapt to keep up, and public relations professionals have had to learn how to navigate this strange new world. It’s not always smooth sailing. Along the way, companies have had to learn to deal with negative comments that require a steady hand to steer the ship into safe harbors, and customer service staffers have had to figure out how to respond to the onslaught of inquiries and orders. And we have seen, firsthand, the power given to individuals on social media. With the right mix of followers and the right product placement with a photo or video, a company could get noticed far beyond its original reach.

All you had to do was find the right individual (or social media account) and exchange goods (money) for services (postings). Done, right? Not so fast. A simple exchange can go south quickly without proper communication, proper respect and treatment, and a proper contract. Which leads us to the essential question:

Should you work with an influencer?

HERDING CATS

Maybe. Maybe not. The first question you should ask of your brand, your company, or yourself is: is working with influencers important to you? This could be a resounding “yes!” But if you are unsure, let’s go over a few items.

Do you have staff to help manage the businessinfluencer relationship? It takes time and energy to

find the right influencer, interview them, negotiate, draw up a contract, and then watch their execution to provide feedback. It is very similar to herding cats. If you don’t have the time to nurture the relationship, failure is likely.

Do you have a budget? Influencers need to be paid for their time and work. It is very simple: they are providing you a service, and they need to be paid for it. I am firm in this: no gift cards are given, no “in-kind products” are provided, and both parties will report these transactions on the proper IRS forms. Influencers have a business, just like you, so treat it as such.

Do you know what you want? What exactly do you want them to accomplish during your time working together? Do you expect them to move sales? Do you just want to raise awareness? Tell them how many videos, posts, and stories you want monthly. Be specific. The more specific you are, the better the results.

“Social media influencers are key to injecting your brand and products to highly engaged and active audiences,” says Brian Anderson, director of marketing for Federal, CCI, and Speer Ammunition. “They bring a different level of brand excitement that is needed when telling your product story to their audience and, in turn, a different perspective from the brand voice when the content is pushed across its digital properties. When it comes to partnering with an influencer, we don’t necessarily think that number of followers or subscribers is the driving factor to form a relationship. Personality, reputation, communication skills, and attention to detail when executing projects or delivering content are some of the key attributes I evaluate. And, before you jump into that committed relationship, take a test drive with a project or two to see if that influencer is not only a fit for the brand but for the person managing the influencer.”

That said, not all influencer programs work. Kyle Cary, marketing analyst for ALPS Brands, shared that

ALPS was working with influencers up to 2019, but hasn’t since then. What happened? According to Cary, who wasn’t there at the time of the decision to end the program, it was time to move on. “What I can say is that we found it to be a larger time investment than expected to institute and maintain an influencer program properly. Influencer programs can be beneficial, but based on our experience, a business owner needs to analyze the time invested versus the outcome. Unfortunately, the only way to know for sure is to try.”

DYNAMIC RELATIONSHIP

The influencer-brand relationship is dynamic. Much like a marriage, this relationship needs to be built on mutual respect. If the influencer is just taking your money, but doesn’t really care about your product— well, that should raise flags. When researching potential influencers, one of my clients insists the influencer should be following their account. It shows they already shop there and/or are aware of them. Bonus points are given for tagging the company in posts and/or messaging them from time to time.

Another factor to weigh: how was this “deal” structured? Was this a paid gig or did you just give them product and ask for in-kind return? I’m here to tell you that the latter route may work in the beginning, but not paying cash for the service you desire may turn around and bite you. I know many companies that gladly hand out their goods to whomever will share a photo of them using it in a tree stand or at the range. Here’s the deal: what you value that product as—and what the influencer values that product as—are two separate issues. If you give someone a $1,500 rifle, how do you know you are going to get $1,500 worth of posts in return? Your product has an actual manufacturer’s suggested retail price whereas an influencer has no such thing for their posts.

In the past, I’ve recommended Social Bluebook (socialbluebook.com) to influencers trying to figure out what exactly their posts are worth; the site provides a

 Pro shooter Julie Golob represents several companies on social media.

 The Nano social media category is usually everyday people with a small, more friendbased following. They can be used to create buzz within a very targeted audience.

grading scale and gives real dollar amounts for posts, videos, etc. However, the software does not take into consideration the knowledge behind that influencer. Keep in mind that how many followers or likes a person has doesn’t equate to the extent of their knowledge base.

Chad Carmen, digital media manager for Rocky Mountain Elk Foundation, says, “Utilize individuals who would support your brand regardless of a paid program. Authenticity is more important than followers. In today’s world, consumers see right through who is promoting for a paycheck.” When asked what pitfalls to avoid when it comes to establishing an influencer program, Carmen says, “Don’t work with someone just because they are popular.”

There is no “perfect” influencer. They simply don’t exist. We are all human, and this is a very human interaction. You need to keep in mind that they are posting in a public space that is often lessthan-friendly to our industry. There will be some hits and misses. When you do land that influencer that jives with you and your brand you need to find a way to keep them. Experience has taught me that once an influencer gets a taste of “fame and fortune” on social media they tend to spread their wings. This is when they may want to take on brands that just don’t fit with yours. You need to be open and honest with them about such conflicts of interest. Be prepared to let them go if they don’t respect your wishes.

When developing relationships with influencers, my clients will begin with a short-term agreement of three months. During that time, we’ll monitor their posts and engagement. We’ll also evaluate how easy (or hard) they were to work with as well as their overall professional (or non-professional) attitude. Then we’ll consider longer-term agreements for the future. Beginning small and going up from there is a great tool to use to evaluate success.

THE SPREADSHEET ERROR

Mistakes can be made on both sides of the fence when it comes to developing and maintaining an influencer program for your brand or business. Everyone goes through it because, frankly, there is no perfect roadmap for this program. Carmen, who has worked with influencers for several years, shared what to watch when developing a program: “The biggest mistake would be trying to simplify any marketing relationship to transactional dollars or ‘did I receive X number of sales directly from this relationship?’ When I came into the industry, I tried to put a specific dollar into every cell of every influencer spreadsheet. There are plenty of intangibles that come with working with the right influencers and marketing must include gut instincts as well.”

I agree with this assessment. An influencer program is difficult to tag a dollar amount to or fit into an Excel spreadsheet, though we all try. With my

With more than 100,000 followers, Melissa Bachman is an example of the Mega/ Celebrity social media category.

clients, we use the following intangibles to determine success:

If the client shared an influencer’s post to their account, how well did it perform?

How are people responding to that influencer’s posts on their own account? Are they engaging at all? Are they just “posting and ghosting?”

How creative are they? Are they willing to take chances?

When asked to provide specific content, is there pushback? Or is there a willingness to complete to task?

If there is a promo code, how often did the

influencer push it? How well did it perform? Did the influencer go above and beyond the terms of their contract?

At the end of the day working with an influencer is a business decision. And though applying the typical corporate spreadsheet P/L approach doesn’t really work here, if the arrangement isn’t benefitting your business in some tangible way (however you choose to define it), it’s a poor investment. But when it works, you can engage your customers at a level that far surpasses that of the ordinary buyerseller relationship. And that, they say, is money in the bank.

SOCIAL MEDIA CATEGORIES

The social media world separates influencers into multiple categories: Mega/Celebrity, 100,000 (or more) followers; Macro, 25,000 to 100,000; Micro, 5,000 to 25,000; and Nano, under 5,000. The best engagements are usually in the Micro and Nano category, but the best reach is in the Mega and Macro category. I’ve found it desirable to have a mix of influencers in each category. Here’s a deeper dive into each category.

Nano: Everyday people with a small, generally more friend-based following. They can be used to create buzz within a very targeted audience. Think of Nano as synonymous with the original word-of-mouth approach for spreading information.

Micro: These people are influencers with a smaller but dedicated following covering a niche market. Their content is generally more authentic because they have a closer relationship with their audience. They can be more easily paired with a performance-based payment model to drive true accountability and measurable results at scale.

Macro: A hybrid between the traits of Micro and Mega influencers. A general trend is that these influencers are more likely to work for a flat fee, be that a monthly payment or a lump sum for a project. The quality of content takes a big leap forward compared to Micro with better photography and video. This group has grown with their followers and learned what needs to be done to engage. They could have potentially more involved posts by utilizing Instagram Reels, Lives, Stories, etc. However, the engagement rate also decreases compared to Micro.

Mega/Celebrity: Megas specialize in driving high-impact awareness with a very broad reach, which is not as helpful for reaching niche markets. Mega influencers cost more, but the quality of their content is close to that of a creative agency. You can also be more prescriptive with the types of content they produce. These influencers almost always work on a flat-fee model and generally work through talent agencies/managers.

Accessories SELLING ESSENTIAL AR

The AR platform accepts a wide range of aftermarket accessories. Here’s how to help a new owner get started.

by Fred Mastison

The AR-15 is one of the most modular firearms to ever exist. To many, it is an adult version of Legos. Our ability to modify and add on to this great gun is almost endless. From sights to lasers, there seems to be a spot for everything. In fact, the accessories market rivals the actual manufacturing side of this realm; hundreds of companies make components designed to appeal to owners of ARs. To many, the process can be overwhelming. This is especially true for the new gun owner. That’s where you come in. Your job is to help this new owner purchase and install accessories that will enhance their enjoyment of the gun. Based on my experience, the following six categories are the most requested accessories by new owners. They also happen to be some of the most essential and sensible accessories on the market.

STOCKS

Although a new AR will come with a stock, it may be a very simple and entry-level style. Many shooters opt for an aftermarket stock that fits them better. These can range from fixed old-school-style stocks to modern lightweight collapsible stocks with storage compartments. Of all the styles available, I encourage the use of a collapsible stock. It provides the user with the ability to adjust length of pull should they put on a heavy jacket or even a tactical vest. Aftermarket stocks are easily installed

CUSTOMER FAQs

and will add a level of customization they will enjoy. The major players in this category include companies like Magpul (magpul.com), Mission First (missionfirsttactical.com), and Hogue (hogueinc.com). These stocks are not only high quality, but they come with solid brand recognition, making sales easier.

OPTICS

Optics are another great accessory. While iron sights are good, optics are better. When used cor-

The following questions are typically asked of me in my training sessions. You will no doubt hear them as well.

Question: Can I put a light and a laser on my rifle?

Answer: Yes, you can mount pretty much whatever you want on your new gun. In this case, I would seek out a unit that has both these features integrated into one unit. I try to keep the number of items on my rail to a minimum just to keep the weight down. The more you put on your gun, the more it will weigh. While it may seem like no big deal in the comfort of your home, you will notice the difference if you do a course with it.

Question: Are all optics equal?

Answer: No. Optic quality can range from those intended for airsoft guns to glass built for special operations personnel. I would encourage you to take your time and buy the best quality optic you can. Good glass can be expensive, but you get what you pay for. A hasty purchase of a cheap optic just to get glass on the gun is almost always followed with regret. These cheap optics rarely hold zero well and are notorious for just dying on the range. I live by the motto, “Buy once, cry once.”

Question: Can I put a rifle stock on my AR15 pistol?

Answer: The answer to this one is a huge no. AR15s are broken into two groups: rifles and pistols. An AR pistol is a pistol-length AR15 with no stock. In place of a stock, an AR pistol usually has a pistol buffer tube or similar piece that does not allow for the attachment of a traditional stock. To qualify as a pistol, there must be no vertical foregrip. Many people use “braces” in the place of a traditional stock. The problem is that most, if not all, AR pistols have a barrel length of less than 16 inches, which is the minimum for rifles. If you put a stock on your pistol, the ATF considers the gun a short-barrel rifle and requires that it be registered through the NFA at a cost of $200. Possession of the modified pistol without the paperwork in line can cause legal issues.

Question: Can I put a competition trigger in my home defense rifle?

Answer: While there is no official answer to this, I would advise against it. Most competition triggers are light and are designed to fire with little effort. In a self-defense-based gun, you want a standard trigger that provides sufficient resistance to avoid a negligent discharge. In short, you do not want to unintentionally fire the rifle after being startled. Having a self-defense-centered trigger can help you avoid a possible tragedy.

Question: Should I mount a bipod on my rifle?

Answer: This depends on the application in which you will be using the rifle. A bipod is an excellent accessory that helps you stabilize the gun and, in turn, enjoy great accuracy. The downside is that they can be heavy and cumbersome. If you plan on doing a great deal of bench-type shooting where you are very focused on accuracy, then a bipod can be a good choice. If this is a standard fighting-rifle set up, I suggest you ditch the bipod. The extra weight outweighs the benefit that you would occasionally get from it.

rectly add-on optics improve accuracy. As with all accessories, they range in style and price. Solid performers at reasonable prices are red-dot or holographic-style optics. These work well at the distances at which I find most new shooters working. These optics also have the benefit of being used with both eyes open, giving the user better awareness downrange.

There are also several manufacturers in this space, which keeps prices competitive, something your customer will appreciate. Although major players, such Aimpoint (aimpoint.com), Trijicon (trijicon.com), Eotech (eotechinc.com), and Leapers UTG (leapers.com) are titans in this space, other smaller companies such as Burris (burrisoptics.com), and Sightmark (sightmark.com) are making a serious play for consumer dollars with good quality at a reasonable price point. You can also recommend Leupold (leupold.com) as well.

LIGHTS

Lights are next on the list. Like the rest of the accessory market, the tactical or weapon light market is full of options. In general, I prefer LED models that can generate between 300 and 600 lumens. You can offer a light with a pressure switch or a toggle switch, depending on the needs and desires of the customer. For the longest time, these lights were run with lithium 123A-style batteries, but advancements in LED design have allowed more and more to use common AA or

 Optics, whether a traditional scope or a red-dot or holographic-style, are always a welcome addition to this platform.

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AAA batteries. I am a fan of this development simply because of the ready availability and low cost of AAs or AAAs. Surefire (surefire.com) and Streamlight (streamlight.com) are both well-respected brands with a vast catalog of light options.

HANDGUARD

The handguard on the rifle is another area where I see many people make a change after they get their rifle. Some rifles come with plainJane plastic handguards, which limit the ability to add items in the front of the gun. There tends to be two major schools in this area; some prefer KeyMod-style holes for accessories; others use MLOK-style attachment slots. The choice is really up to your customer, as there are adapters readily available on the market. But in my experience, if I were forced to choose one, I would lean toward MLOK because I have found it to be very stable. Here, I believe you can’t go wrong with Magpul.

TRIGGERS

The factory trigger will be adequate for most shooters. However, upgrading to a mil-spec trigger almost always offers immediate performance improvements. The trigger market is deep and

wide with options ranging from cassette-style units that are self-contained and just drop in to traditional units. They can also vary in poundage from feather-light competition units to mil-spec weights. Ultimately, help the customer select the trigger that best serves their most common use. Companies like Trigger Tech (triggertech.com), CMC Triggers (cmctriggers.com), Rise Armament

 A Blackhawk Knoxx adjustable buttstock allows the user to adjust length of pull.

(risearmament.com), Blackout Defense (blackoutdefense.com) are leaders in this space, with more joining the field every day.

SLINGS

A good rifle sling is something I consider an essential accessory. It can be used to carry a rifle as well as provide stability when lining up a

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shot. Like all the other items in our accessory search, there are many options. The two most common versions are the single-point and the two-point sling. The names are self-descriptive; the single-point connects to the gun at one point while the two-point connects at two different spots. The single-point is popular because

it allows easy manipulation of the gun on both sides of the body. The downside is that the gun tends to swing a lot when you are moving. I prefer a two-point sling. This version keeps the gun more stable, but requires some practice when transitioning from strong- to support-side shooting. There is a design and color to fit the needs

and desires of any shooter. One of the best on the market comes from Blue Force Gear ( blueforcegear.com ). Their Vickers sling is well made and also well known in the serious shooting community. Sentry Products Group ( sentrytactical.com ) and Blackhawk ( blackhawk.com ) are also good choices.

 Sentry two-point sling helps stablize the gun when on the move.

SWEET SPOT

by Robert Sadowski

What happens when you focus on building better-quality guns with features customers really want? If you are Taurus, you win awards and their dealers are able to sell a lot of guns—especially to firsttime gun buyers. But there’s more to the story. Taurus not only has made decision-making easy for the first-time gun buyer looking for a concealed-carry pistol, but the manufacturer has also made the buying part easy, too, with price points that are—dare I say—cheap.

I know what you are thinking: cheap means inferior quality. Not with Taurus. Not anymore.

An investment in quality and customer-friendly design is reaping big returns for Taurus.

“We acknowledged our quality issues,” says Cody Osborn, marketing director for Taurus Holdings, Inc. “In the past we had some issues. Taurus management acknowledged it, and turned it around with better-quality guns.”

The industry has seen a change for the better, ranging from the the Raging Hunter introduced in 2019 to the fun-to-shoot TX22 rimfire pistol that debuted in 2020. Last year Taurus jumped into the micro-compact 9mm market with a real contender, the GX4. All three of these pistols gained accolades. In 2019, the Raging Hunter received the NRA’s Golden Bullseye award for “Hunting Handgun of the Year,” and the TX22 was Guns and Ammo’s “Handgun of the Year.” In 2021, the GX4 won two Caliber Awards from the National Association of Sporting Goods Wholesalers (NASGW), earning the “Best New Handgun” and the “Best Overall New Product.”

Both Osborn and Caleb Giddings, brand marketing manager of Taurus, are competitive shooters. In fact, says Giddings, “Most employees are shooters, which means there were certain features in the pistols we shooters needed and expect to have.”

Having shooters as employees helped to amp up the features in Taurus’ newer guns. The trigger

in the GX4 is just one example. When I first tested the GX4 and tried the trigger my thought was: This is a Taurus? The trigger in the GX4 is one of the most crisp and consistent striker-fired triggers in a micro compact. The trigger has a flat face for simple finger indexing, just like what you might see on many custom aftermarket triggers. In addition, the GX4 features interchangeable backstraps to custom fit the pistol to nearly every hand size.

Taurus also produces variants with a factory optic cut. The T.O.R.O. (Taurus Optic Ready Option) is another feature new and experienced shooters are looking for in a pistol. Large, easy-touse sights are another user-friendly feature. No longer are the sights a three-white-dot style that’s as dated as a 1980s mullet haircut; instead, the sights have serrated faces and a white-dot front sight for fast target acquisition. Clearly, Taurus listened to shooters and focused on what they want in a gun and how that gun fits into their lifestyle, be it weekend plinking or concealed carry.

The trigger in the TX22 is another great example of a crisp, consistent trigger that does not require shooters to wrestle with it. Although some question the overall look of the gun, there is no question it is fun to shoot.

Some .22 LR pistols are notorious for jamming. Not the TX22. “It runs on any ammo you put in it,” says Giddings.

Old reputations can be hard to shed, and though Taurus has had a lifetime repair policy since Pac-Man was the most popular video game, reliability has increased to the point where the need for guns to go back to the factory has significantly decreased. The new manufacturing facility in the U.S. is a big reason for the overall improvement in the functional reliability of Taurus guns.

DID YOU KNOW

In addition to supporting NSSF® through membership, your attendance and participation at the SHOT Show® directly supports all that NSSF does as your industry’s trade association. From advocating on behalf of the industry in Washington, D.C. and in state capitals nationwide to providing compliance education, industry research, firearm safety programs and so much more, NSSF’s e orts and successes are fueled by you: our members, exhibitors, and attendees.

JOIN US

The G3, TX22, and GX4 still use barrels sourced from Brazil, but all are assembled here in the USA. Taurus is now reaping the benefits of its investment in quality. These pistols are a sweet spot with dealers and buyers. The G3 has been one of the best-selling pistols in the U.S. With a street price under $300 (in some cases closer to $250) many new-gun buyers are comfortable with the price. In addition, the G3 series has one of the highest margins in the industry for dealers. There is no MAP pricing, either. Taurus can also deliver pistols fast to dealers since manufacturing geared up in the U.S. Another factor in the company’s popularity with new shooters is its ability to offer the pistols in different finishes and color options. FDE, gray, and two-tone are all available in the G3 series. It is really a no brainer as to why the G3 series has become so popular: price and quality.

The GX4 is a family of pistols that has really boosted Taurus’ new-found reputation for reliability, usability, and concealability. Taurus approached the design of the GX4 with a blank slate and incorporated features conceal-carry users expect in an EDC gun. And like many micro-compact 9mm

pistols, the Taurus GX4 has a bigger brother. The GX4XL variant is built on the same polymer receiver as the GX4 and offers a longer barrel and slide and a bit more heft. Not only is the GX4 family popular with first-time buyers, but experienced shooters are warming up to the brand’s newer

guns as well; they see the value and performance Taurus is putting into each gun.

Awards and accolades are all well and good, but the real benefit of Taurus’ investment in quality can be seen by an increase in sales and a new generation of satisfied customers.

The GX4 micro-compact 9mm is a family of EDC pistols that has really boosted Taurus’ new-found reputation for reliability, usability and concealability.

Join Industry’s Support for Suicide Prevention

At SHOT Show, resources are available to educate your company’s sta and customers about mental health, preventing suicide and securely storing firearms to prevent access by a person in crisis. Learn also about the importance of reaching out to someone you’re concerned about and having a “Brave Conversation.”

Stop by these booths to learn more:

• American Foundation for Suicide Prevention: Booth #40953

• Hold My Guns: #40852

• NSSF Have a Brave Conversation: #40953

• NSSF Member Services: Lobby, Level 2, Venetian Expo Center #VL276

• NSSF’s Project ChildSafe: #40855

• Dept. of Veterans A airs: #40856

• Walk the Talk America: #41056

The majority of firearm fatalities are suicides, not homicides or accidents. Our industry is well-positioned to play a role in providing education to help reduce the rate of suicide by firearm. As Joe Bartozzi, NSSF President & CEO, points out: “The messenger matters; our industry can help bridge the gap between the suicide prevention community and gun owners to support secure storage while protecting the right to bear arms.”

Suicide is Preventable!

If you or someone you know is in crisis, call 988, the Suicide and Crisis Lifeline. For the Veterans Crisis Lifeline, call 988 and press 1. Free and confidential support is available.

Scan code with your smartphone to learn about the organizations and programs listed here.

CA Bear Mountain Sports, Bakersfield This

3,000-square-foot general hunting and fishing store stocks an average of 100 guns and has a mix of soft goods and archery. “Like everyone in California, we’ve faced increased restrictions and paperwork for ammo, handguns, and AR parts. However, stock has improved dramatically in the last year. We’re experiencing a larger inventory of ammo and handguns across the board,” said owner Cynthia Thome.

Glock 19s, CZ 75s, Walther P22CAs, and wheel guns are in demand at this location. On the rack, Henry and Uberti classic long guns are making quick turns. Hot boltaction guns include models from Tikka and the Ruger American. Compared to last year, Thome said deliveries from Ruger have made a dramatic improvement. Now, adequate numbers of PC Carbines and 10/22s are in stock. Fast-moving shotguns include Benelli Super Black Eagle IIs and Stoeger M3000s.

ID Idaho Arms & Ammo,

MNSaginaw Firearms, Saginaw

This independent operation typically stocks over 300 guns and has a seasonal outdoor shooting range. Ammo inventory has improved greatly. “For a small shop like ours, availability is important. We don’t have the buying power of larger retailers. Although our distributors do look out for us, the pandemic made it tough. Thankfully, we’re doing well as inventory access continues to rise,” said president Frank LeFevre.

The store has concentrated on locating used guns and conducting firearm transfers. State permit training is key. Classes for combat, conceal-carry, and self-defense training continue to be a large part of this range–retailer’s business.

MO 2Alpha Armories,

Arnold Located in South St. Louis County, this store is situated inside the Top Gun Shooting Range facility. The small pro-shop retailer keeps 100 guns

Meridian

Located on the eastern side of Meridian, this western retailer keeps about 1,000 firearms in stock with five employees. The store services a homedefense clientele. For the first time in four years, this retailer reports a full floor of inventory. “While it would have been nice to have a few more hunting calibers, we headed into the holiday season with every peg in the store occupied,” said owner Dave Freshwater.

Although daily turns are going to Glock, Sig Sauer, and Taurus, handgun sales have cooled since last year. Sales of Modern Sporting Rifles are moving at three to four per week. Son of Liberty Rifles leads, followed by a mix of a few Daniels, Mossbergs, and Smith & Wesson M&P 15 Sport IIs.

While this retailer is pleased to have the inventory caught up in the store, he has noticed a change. “We’re doing well, even by the standards of the new normal. However, we are beginning to see the economy slow.”

COTacticool Arms, Greeley

Located on the north side of Greeley, this retailer specializes in custom MSR rebuilds and sales. Tacticool Arms occupies just 600 square feet in its sales and build operation. They stock an average of 200 firearms.

MSRs remain in the high sales category, turning SKUs from Radical and Century Arms. “While we’re able to do some custom work, our building has been sidelined by the Covid shortages. But, it’s improving slowly,” said co-owner Augustin “Gunny” Salas.

At the handgun counter, a few Glock 19s and 17s are on the move. But at this store, Taurus GX4s and G3s have become the hottest sellers.

Salas mentioned that he has every intention of going to SHOT Show this year. “We’re a small store, and we need new companies to work with to fill our pipeline. It would be nice to connect with people in the industry. It has been a while,” he said.

in inventory. Outside the door is a certificate received from the National Shooting Sports Foundation that certifies it as a Five-Star range.

“Separating the firearms retail side just made sense for Top Gun. It allows a greater focus on firearms sales and service, and it lets the range do what it does best, training and range services,” said owner Robert Tyler.

Top Gun employee Dominick Hortiz agreed that moving the independent firearms sales inside has freed up administrative labor at the range. He notes that handguns are turning steadily at this shop, with Shield EZs, Glock Gen 19s, and Sig P365s crossing the counter. At an average of two per week, MSR sales are on the increase. This retailer reports that higher-end rifles are significantly outpacing sales of entryprice-point models. Sales are split between Daniel Defense and Troy Industries. Ruger 10/22s are turning well, as are the Remington 870 Express and Mossberg 500.

IN Indiana Firearms, Lebanon

This smaller independent just north of the Indianapolis metro area specializes in home defense. It stocks 200 guns in 800 square feet of display space.

Handgun inventory is the best it has been in three years. Sales continue at near pandemic levels. Most turns accrue to Glock 43Xs, Sig P365s, and Smith CSXs. Ammo is in good order at this store, with no limits in any calibers. Holiday sales featured high turns on Henry Rifles. “This is the first year we have had good inventory on Henrys. It has become a tradition to sell .22s in our store at this time of year. We also move a lot of gift certificates,” said manager Riley Smith.

MSRs are turning at three a week. Palmetto is posting the highest numbers, but Colt and Rock Island are right behind. Shotgun inventory is the best this store has seen in several years. Good numbers of Remington 870 Tacticals and CZ USA 1012s are heading out the door.

NYSeneca Guns, Rock Stream

Located on New York Route 14, this small-town shop stocks an average of 400 guns with a wide variety of hunting and home-defense firearms. Like many smaller shops, inventory has reached a point where the available price-point guns are now in stock for the first time in almost a year. “We still have trouble with popular hunting rifle calibers, but we’re in better shape than last deer season,” said manager Steve Emmons. Glock 43Xs and Shields EZs are turning well. Browning Buck Marks posted strong holiday numbers. Used handguns are selling every day.

Traditional bolt-action rifles, such as Ruger Americans, Mossberg Patriots, and Savage Apex Hunters, are at the highest inventory mark this store has seen in four years. Lever-action demand is high, but stocks are lower than this store would like to see.

Ammo stocks are improving steadily, even in classic rifle calibers. The exception is .3030 and .30-06.

NJ The Owl’s Nest, Phillips-

burg Close to the Pennsylvania state line, this small dealer keeps 200 firearms in inventory and specializes in hunting and shooting sports products. Here, it’s all about high-demand pistols, shotguns, and rifles. “Things have sure changed since the pandemic. I can now get just about anything I’m looking for, except for a few hunting rifle calibers,” said owner Jim Heebner.

Handguns continue to move briskly, with Glocks and a mix of Sigs in the top positions. On the repurposing side, this retailer sources 1960s and 1970s pumps with Poly choke tubes. The shotguns are repurposed with Parkerized finishes and are cut to an 18-inch barrel length. “We can sell them for over $350, and the clients love them,” said Heebner.

A few muzzleloaders, mostly Thompson Center Triumphs, are still turning. Semiauto rifles are in good inventory and turning weekly. With the exception of .30-06 and .30-30, ammo stocks are flush.

VT Gun Supply of Vermont,

Winhall Located on State Highway 30, this tightly packed storefront keeps about 600 firearms in just 400 square feet. The store has two full-time employees who service a wide variety of hunters and selfdefense customers. Winter is always busy in this store, and it is seeing high turns of Glock 19s and Sig P365s and P320s. Smith & Wesson wheel guns are also in high demand.

Because hunting calibers like .30-30 and .35 have been hard to secure, this retailer has become a direct customer. “We have really improved our inventory as a direct buyer with Norma. It’s easy to order on their website. In just a few days, the orders arrive,” said partner Elton Coleman.

MSR sales have been steady, with multiple weekly turns going to Ruger and Daniel Defense. Accessories for MSRs are an important driver for returning customers. Shotgun sales have moved to more price-sensitive hunting guns such as models from Chiappa and Stevens.

TN Crazycaches Tactical,

Kingsport This eastern Tennessee hybrid specialty retailer combines a website with a small storefront. Keeping roughly 50 guns in stock, they divide their inventory between accessories, police supplies, and home-defense items. Pistol sales have vastly improved. Glock 43Xs, Taurus G3s, and Springfield Hellcats are available and turning weekly.

“I’m placing some orders and can get a good number of law-enforcement SKUs. What’s saving us is our MSR custom work,” said co-owner Bo Perry.

MSRs are in stock. Supplies are coming from Palmetto State Armory, Mossberg, and Smith & Wesson. Ammo, however, is still difficult to acquire and stock. To meet customer demand, Perry had to get creative. This retailer often gets in his truck and buys ammo from distributors in person. “I learned during Covid that it’s hard to say no to a vendor when you’re standing there in person,” he said.

GA Deaton’s Gun Shop,

Loganville This family-run retailer is located between Atlanta and Athens on Route 78. The store keeps about 300 firearms in stock.

While inventory stock has made vast improvements this year, handgun sales have slowed slightly compared to the sales seen during the height of the pandemic. Glocks in 9mm lead the numbers board. Sig P365s and S&W Shield EZs are right behind.

Used guns are still hot. Like many retailers, this store is seeing great demand for bolt-action hunting guns. Some ammo is still difficult to acquire. “The classic rifle hunting cartridges, like .30-30 and .30-06, are still really hard to stock. These are what many of our older shooters use,” said counter salesman Josh Jones.

Sales of MSRs continue to slow for this store. Turning less than one a week, most customers lean to entry-level rifles.

Shotgun inventory, especially Benellis and Mossbergs, is good.

TX Texas Gun Shop, San

Angelo

Located in the center of San Angelo, this family-run shop has been in business for nearly 27 years. It stocks a large assortment of Class III firearms and accessories.

Inventory here is the best it has been in a decade. “We are in notably better shape than two years ago. We really can get just about anything we want,” said buyer Wes Hamilton.

The store’s Class III licensed sales have continued to increase all year. A strong inventory of suppressors from Texas Silence Company, Thunder Beast, Dead Air, and Live Q Or Die has helped spur sales.

MSRs from Sig, Daniel Defense, and Smith & Wesson are turning almost daily. Additional strong sellers include CMC triggers and grips. Handgun sales are super brisk. The highest demand is for Glock 43Xs and 48s, Sig P365s, and Canik SFTs. FNs are crossing the counter as well. Ammo stocks are good across the board. Another highdemand item is any kind of lever gun.

NEWPRODUCTS

2

SMITH & WESSON EQUALIZER

The new Equalizer micro-compact features a single-action trigger that allows for a short take-up, clean break, and fast reset to make follow-up shots quicker. The slide operates using easy-to-rack technology to cater to a wide variety of needs, and the frame includes a Picatinny-style rail to mount lights or lasers for any defense scenario. A new optic-cut pattern allows the user to mount their choice of sight for enhanced accuracy and the 3.675-inch barrel gives a longer sight radius for increased iron-sight precision.

The Equalizer also features a new grip texture and pattern designed to give you more control when firing and more comfort when carrying. This 9mm offering provides the perfect balance of power and capacity across 10-, 13-, and 15-round magazines. SRP: $599. (smith-wesson.com)

1 PARD DS35

The DS35 is the first digital scope to use a new 800x800 circular LTPS display that provides a natural viewing experience such as that found with a conventional scope. The CMOS sensor and a lux rating of .0001 help deliver incredible resolution, and the integrated ballistic calculator assists in accurate shot placement. The patented lens cap provides a free focus design that allows the user to shoot with the lens cap on; this is done by viewing through a small hole that controls light transmission through the scope.

The 100mm eye relief provides comfort as well as safety from rifle recoil. An integrated 1,200-yard laser rangefinder accurately calculates range distances, and the IR light is effective up to 500 yards. The self-activated video recording provides the user with the ability to save 20-second video clips to the on-board TF card. Multiple image modes provide adaptability to a variety of environments, and the multi-function control knob allows the user to quickly change between functions.

The entire device is rated IP67 waterproof, and WiFi connectivity to an Android or IOS device is provided. The DS35 offers six digital reticles and two colors to personalize to your individual needs. SRP: $999. (pard.com)

3 BROWNING AMMUNITION SILVER SERIES

Browning Ammunition’s Silver Series, an all-new line of rifle ammunition for deer and big-game hunters, features a modern version of the classic soft-point bullet. Heavy-for-caliber projectiles with precision-plated bullet jackets deliver hard-hitting energy capable of taking on the toughest game in North America.

Although this new offering utilizes proven, traditional bullet technology, this isn’t your grandpa’s cartridge. Browning Ammunition has taken extra steps to modernize the soft-point bullet with nickel plating for maximum corrosion resistance and smooth feeding while also selecting heavy projectiles that will provide optimal penetration. Available calibers are .3006 Sprg., .308 Win., .270 Win., .30-30 Win., .243 Win., .300 Win. Mag., 7mm Rem. Mag., 6.5 Creedmoor, 350 Legend, and 6.8 Western. (browning.com)

4

PUMA KNIFE COMPANY TROPHY CARE SET

Puma Knife Company is paying homage to its hunting roots with a threepiece knife set designed to be the complete go-to field dressing kit for biggame hunters. The Trophy Care Set features three fixed-blade knives. There is a 7-inch gut hook with a robust 2.8-inch blade as well as a caping knife and a fleshing knife, both of which have a 2.5-inch blade and an overall length of 5.7 inches. All of the knives in the set are made from German cutlery stainless steel and feature a Commando Stag handle. SRP: $199.99, which includes a leather sheath.

(pumaknifecompanyusa.com)

NEWPRODUCTS

6 SILENCER CENTRAL BANISH BACKCOUNTRY

The two most important factors for picking a suppressor for a backcountry hunt are sound suppression and weight, and the .30 caliber Banish Backcountry suppressor was built with those factors in mind. The entire Banish lineup prides itself on being quiet and lightweight, but the Backcountry takes things to a different level. You get the same unmatched sound suppression and durable titanium construction as the flagship Banish 30 suppressor, but in a package that’s shorter and lighter.

The Backcountry is a fixed-length suppressor that measures 5.5 inches in length (5.7 inches with mount) and weighs just 7.8 ounces. Rated for calibers up to the .300 Remington Ultra Magnum (RUM), the Banish Backcountry utilizes six baffles that drop the decibel level down to 135 dB for .308 Win., 137 dB for .300 Win. Mag., and 138 dB for .300 RUM at the ear—all of which fall below the hearing-safe threshold.

Utilizing a 1.375×24 universal mount, the Banish Backcountry is a directthread suppressor designed to eliminate any extra weight associated with a muzzle device method of attachment, but it is also available with an optional muzzle brake attachment. SRP: $1,099.

(silencercentral.com)

5 LACROSSE AEROHEAD SPORT

The AeroHead Sport completely changes what a rubber hunting boot can be by replacing the rubber shell with one made of extremely durable, lightweight, and insulating polyurethane. Designed for optimal fit and flexibility, the waterproof AeroHead Sport is built for ultimate comfort and will keep hunters light on their feet. Its Brush Tuff material, a combination of Spandex and Lycra that is layered over neoprene for extra durability, stands up to unforgiving brush and briers while an abrasion resistant shin guard offers extra protection without added bulk. The quick-drying and moisture-wicking jersey-knit liner keeps feet dry and comfortable.

The 16-inch boot utilizes 3.5mm of neoprene and is decked out in Realtree Edge camo, making it the perfect boot for whitetail or turkey hunting. SRP: $230. (lacrossefootwear.com)

7 CHIAPPA FIREARMS LITTLE BADGER TAKE DOWN XTREME

The Little Badger Take Down Xtreme is the newest addition to the Little Badger series of survival rifles from Chiappa Firearms. A simple knob transforms this rifle into a packable two-piece gun that fits perfectly in its floating, water-resistant tube. Weighing only 2.9 pounds, the Little Badger Take Down Xtreme offers a next-level advantage for shooters and hunters looking to achieve complete versatility packed into a minimalist design. (chiappafirearms.com)

8 CHARLES DALY 202A SHOTGUN

Previously only available in 12 gauge, 20 gauge, and .410 bore, the 202A is now offered in a 28-gauge and a .410 compact model. The break-open 202A aluminum frame not only delivers versatility and affordability, but makes for a lightweight yet exceptionally strong shotgun that will handle 2.75-inch and 3-inch shells reliably.

The 202A is constructed with a checkered walnut stock and forend complete with a rubber recoil pad. Chrome-lined, vent-rib barrels with extractors feature Beretta/Benelli Mobil choke threads and include five extended choke tubes (C, IC, M, IM, F). The aluminum receiver is laser-engraved with a classic-style design featuring a hunting dog. The 202A also features a single-selective trigger with mechanical reset and a fixed fiber-optic front sight. (charlesdaly.com)

True Believers

How to build a circle of true believers around you.

Last issue I discussed the hidden evil that dealers must sometimes face. It is the mislaid trust placed in a person not worthy of it. As I said, “these wolves in sheep’s clothing can do untold damage if not spotted and rooted out. I’ve found that one of the hardest tasks I face in retail consulting is getting an owner to face the hard truth that their trust has been misplaced.”

Ideally, you want to surround yourself with what I call “A Circle of True Believers.” These are the people who share your vision and passion. They are people to whom you give your trust and loyalty.

But, people being people, some of these folks are quietly at work, like termites, undermining your operation. So, just how do you correct such a situation? Fortunately, there are “tells” that can help you identify these black sheep. Firing an associate or advisor is always stressful, and you may feel guilty about it. But remember, you owe it to your family, your community, and your loyal staff to remain a viable enterprise; keeping someone on who does not share your passion—or worse, intends to do you real harm—will only invite eventual ruin. Believe me, I have seen the damage these people can do first-hand.

Before I list the telltale signs that can help you identify people who don’t deserve your trust, you should always keep the following in mind: the company needs its leader—and you are that leader—to act like one. You should also self-evaluate yourself to see if you are the problem.

Are they “always in a fight” mode or some other drama?

If they talk bad about other people, businesses, and even their own family, you must understand such

behavior has no boundaries. One man we met found great joy in being angry all the time at matters outside the business. Eventually his anger came inside, and everyone suffered. These “angry at the world” souls need our prayers, but do not let them stay in your world.

Do they show the “other face?”

Deception is normal behavior for these folks. They will show one face to you—they are masters at sucking up to the boss or owner—and an entirely different one to customers and subordinates. Observe their tone when they speak to others; that’s when they will reveal their true colors.

Are they micromanagers?

Department heads or other managers who dominate people, decisions, and processes will ultimately derail team morale. Micromanagers operate on their own wave length out of a need to exert control. Such control often generates fear, which undermines staff performance. Micromanagers will never accept blame for poor performance. It is always someone else’s fault. I met one manager who regularly said, “It was a complete disaster,” no matter the situation. It was an attempt to deflect blame from himself.

Do they squash the ideas of others?

So-called leaders who say they want an innovative team or culture and then turn around and kill any new idea are subconsciously sabotaging the creative process through a top-down approach. This also holds true for those who steal or take full credit for an idea offered by a fellow team member. Do they fail to actively listen?

The lack of active and respectful listening and two-way communication is a clear shortcoming for many so-called leaders. These folks don’t want to lis-

ten to the ideas and constructive feedback of others. They operate in an ego-system rather than an ecosystem. Working with this type of leader is exhausting.

Do they ignore people’s natural desire to grow?

A manager who treats team members only as worker bees rather than valuable assets that need to be nurtured are only interested in soul crushing. Such behavior masks an insecure personality, one driven to ensure that others are made to feel inferior. “They are just lucky to have a job” is an absolute engagement killer.

Do they say, “I told you so” or “I knew that would not work?”

I saw this behavior mostly between malfunctioning partnerships and executive staff. One goes after the other mostly to deflect a closer inspection of their own performance.

Armed with this knowledge, you need to act. Yes, you will be disappointed, even heartbroken, when you eventually unmask the culprit. When trust is broken, hurt is inevitable. The upside is that once this cancer is removed you will have a much healthier company. Stores that operate with a “no fear” culture and loyal, compassionate leadership see greater engagement from the staff. That leads to a happier environment, a force multiplier for greater revenue growth. The Simple Truth is to build a circle of true believers around you. That is one of the keys to longterm success.

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)

PHOTO COURTESY OF NSSF

Dealers who create a staff of true believers, and treat them as such, will see a handsome return on that investment.

DEFENSE DYNAMICS™

For personal and home protection or the “mean street” beat, Fiocchi Defense Dynamics covers all the bases. Ranging from .32 Auto through the hard-hitting .44 Magnum and .45 Auto, Defense Dynamics cartridges are centered around precision-manufactured jacketed and semi-jacketed hollow point projectiles to provide maximum defense performance at a reasonable price.