SHOT Business March / April 2024

WWW.SHOTBUSINESS.COM MARCH/APRIL 2024

THE TIMELESS DESIGN OF

®

THE 1911

AMERICAN TACTICAL 1911 DOUBLE STACK PISTOLS PAGE 4

SELLING

GUNS 2024IN RIFLES,

+

NEW PRODUCTS

FIREARMS TO WOMEN PAGE 36

’S NEW WHAT TGUNS AND SHO GUNS HAND

PAGE 18

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FIVE MINUTES WITH: TETRA GUN CARE

FYI: WATCHTOWER ON THE MOVE

THE SIMPLE TRUTH: MAKE YOUR GUN SHOP THE TALK OF THE TOWN

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Contents

SHOT Business | March/April 2024

CO LUMNS

FEA T U R E S

06 • EDITOR’S NOTE

18 • GUNS 2024

By Eve Flanigan

07 • NEWS BRIEFS

WWW.SHOTBUSINESS.COM MARCH/APRIL 2024

THE TIMELESS DESIGN OF

14 • FIVE MINUTES WITH

®

THE 1911

AMERICAN TACTICAL 1911 DOUBLE STACK PISTOLS PAGE 4

30 • TIME-TESTED APPEAL

By Richard Mann

16 • FYI

36 • WHAT WOMEN WANT

By Mia Anstine SELLING

GUNS 2024IN RIFLES,

+

NEW PRODUCTS

FIREARMS TO WOMEN PAGE 36

NEW WHAT’S GUNS AND SHOT GUNS HAND

PAGE 18

16

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FIVE MINUTES WITH: TETRA GUN CARE

FYI: WATCHTOWER ON THE MOVE

DEPA RTMENTS

THE SIMPLE TRUTH: MAKE YOUR GUN SHOP THE TALK OF THE TOWN

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Cover image by American Tactical American Tactical 1911 Double Stack Pistols

42 • WHAT’S SELLING WHERE 44 • NEW PRODUCTS 48 • THE SIMPLE TRUTH

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YOU MAKE IT… AVIENT MAKES IT

POSSIBLE Advanced material solutions for advanced applications From grips to recoil pads, and holsters to body armor, Avient’s specialized polymer and composite solutions, forward-thinking design expertise, and customer-centric approach help you create products that always hit the mark.

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

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This issue’s cover brought to you by:

®

AMERICAN TACTICAL 1911 DOUBLE STACK PISTOLS Available in 3 different calibers and barrel lengths

The patented FXH 1911 DOUBLE STACK by American Tactical is a revolutionary handgun that stands out for its versatility across three calibers: .45 ACP, 9mm, and 10mm. All models boast the patented Ingenious Gun Works Hammer (IGW) Safety/Target Hammer & Sear and Barrel Bushing System, ensuring exceptional performance. Equipped with U.S.-made American Tactical Glock style night sights, these handguns guarantee increased accuracy in various shooting scenarios. A slide cut for optics, with various optics adapters available, increases the versatility of this line. The available barrel lengths of standard 5”, commander size 4.25”, and the all-new 7.6” (exclusive to 10mm) provide a diverse selection for shooters. Notably, the doublestack magazine allows for a substantial 14+1 to 18+1 capacity, enhancing your shooting experience.

The IGW hammer and sear are engineered with innovative geometries, eliminating weaknesses in the original 1911 hammer and sear. The engagement between Hammer and Sear is precisely released when the critical force is reached during the trigger pull, enhancing safety and preventing accidental discharges. Offering a clean, crisp trigger pull with no creep, the IGW system provides a trigger experience comparable to the website average of $380 for a custom trigger job.

The patented IGW Bushing features a polygonal spring that ensures the barrel returns to the same location with each shot, promoting accuracy.

Installation is quick and easy, requiring no custom work. Through repeated comparison testing, the IGW Bushing has demonstrated improved accuracy or matched the performance of the best match-fitted bushings.

The hybrid carbon fiber infused polymer frame of the FXH 1911 DOUBLE STACK balances reduced weight with durability, while the stainless-steel barrel ensures exceptional performance. The 1911 DOUBLE STACK is equipped with American Tactical’s Glock style night sights, and

there is a slide cut for optics, with various optics adapters available separately. Whether for self-defense, competition, or recreational shooting, this handgun seamlessly combines classic design with cutting-edge features, promising an unparalleled shooting experience. Additionally, the high capacity and included night sights reinforce its appeal to a wide range of shooters. Available at an MSRP of $499.95 for the 5” and 4.25” barrels and $699.95 for the 7.6” long slide, the FXH 1911 DOUBLE STACK delivers exceptional value for its features.

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EDITOR’S NOTE

Timeless Design

The 1911 semi-auto pistol endures because it works.

D

oes patent number #US984519A mean anything to you? It should. It

was issued to John M. Browning on February 14, 1911. It is, of course, the patent number for an American icon—the 1911 semi-auto pistol. As Richard Mann explains in his richly detailed account, “Time-Tested Appeal,” (page 30), this design, though conceived more than a century ago, is no mere museum piece fondly remembered by the old guard. Instead, it remains relevant to shooters of all ages, and for a very good reason: it works.

“It’s a very rugged and durable design that fits the hands of most shooters, points naturally, and is accurate and reliable,” Mann says. “It can be, and has been, used effectively for duty, service, personal protection, competition, and hunting and has even morphed into compact, subcompact, and high-capacity configurations.

The design is compatible with the most popular pistol cartridges and (this is important) it’s ideally engineered to facilitate simple and complex

customization by virtue of today’s CNC and EDM manufacturing.”

One of the reasons the 1911 remains popular is the design lends itself to seemingly endless customization. Some of these custom models approach works of art and cost thousands of dollars; others, more modestly priced, focus more on function and reliability.

Retailers should take note of these developments, especially since Mann says “today consumers can have anything they want when it comes to the 1911. They can go direct to Wilson Combat, Novak, or a host of other custom 1911 builders and have a one-of-a-kind pistol created. Alternatively, they can purchase a custom ‘package’ gun with the most desirable custom features direct from one of these makers or even from dealers. Because Wilson Combat and other custom builders now have lucrative dealer programs to put high-quality custom 1911s under the glass in gun shops, the high-end custom 1911 is more accessible than ever. Prices generally start at around $2,500 and can exceed three times that much.”

There is also a less expensive and more available alternative: go with a modern factory 1911 that’s been tricked out with a host of popular custom features like Novak sights, beavertail grip safeties, ambidextrous thumb safeties, unusual checkering and slide engraving, checkered grip frames, and a wide array of finish types and colors. Prices usually range from around $1,000 to $2,500. And the market also supports more affordable options that even a budget-conscious customer can afford.

“Through customization and modern manufacturing techniques, the 1911 has evolved from a very workmanlike service handgun to a highly refined pistol of seemingly infinite variations, in varying levels of quality, and at price points every American can afford. Its appeal is so extraordinary, owning only one never seems to be enough.”

And that is truly good news for retailers.

EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE GROUP MANAGING EDITOR w HILARY DYER ART DIRECTOR w TOD MOLINA ADVERTISING SALES TEAM w DON HARRIS w TOBY SHAW w BRAD BISNETTE COLE PUBLISHING ADMINISTRATION PRESIDENT, COLE PUBLISHING w JEFF BRUSS PRESIDENT, GRAND VIEW OUTDOORS w DERRICK NAWROCKI NSSF ADMINISTRATION PRESIDENT & CEO w JOSEPH H. BARTOZZI SENIOR VICE PRESIDENT & CCO w CHRIS DOLNACK VICE PRESIDENT, MARKETING w BILL DUNN SENIOR VICE PRESIDENT FOR GOVERNMENT & PUBLIC AFFAIRS, ASSISTANT SECRETARY & GENERAL COUNSEL w LAWRENCE G. KEANE VICE PRESIDENT, HUMAN RESOURCES & ADMINISTRATION w DEB KENNEY VICE PRESIDENT & CFO w JOHN SMITH MANAGING DIRECTOR, MEMBER SERVICES w JOHN MCNAMARA SHOT BUSINESS is published six times a year: January/February, March/April, May/June, July/August, September/October, and November/December by COLE Publishing, Inc., 1720 Maple Lake Dam Road, Three Lakes, WI 54562 and is the official publication of the National Shooting Sports Foundation, 6 Corporate Drive, Suite 650, Shelton, CT 06484.

All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Postage paid at Three Lakes, WI 54562 and at additional mailing offices.

COLE Publishing is not responsible for researching or investigating the accuracy of the contents of stories published in this magazine. Readers are advised that the use of the information contained within this magazine is with the understanding that it is at their own risk. COLE Publishing assumes no liability for this information or its use. COLE Publishing assumes no responsibility for unsolicited editorial, photography, and art submissions. In addition, no Terms and Conditions agreements are recognized by COLE Publishing unless signed and returned by the Editor.

POSTMASTER: Send address changes to: SHOT BUSINESS P.O. BOX 220, THREE LAKES, WI 54562.

ADVERTISING: Advertising inquiries should be emailed to shotbusiness@colepublishing.com. No responsibility will be assumed for unsolicited materials. SHOT BUSINESS is a registered trademark of NSSF. Contents copyright ©2024

by NSSF. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher.

MEMBER/SUBSCRIBER SERVICES: membership@nssf.org

Slaton L. White, Editor

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NEWS BRIEFS N E WS

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PR O MO T I O N S

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AWAR D S

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OU T R EA CH

Freedom Outdoors Acquires Stoddard’s Range and Guns

F

reedom Outdoors recently announced the acquisition of Stoddard’s Range and Guns, a respected name in the shooting and outdoor sporting industry. This strategic move marks a significant milestone in Freedom’s journey with the addition of two storefronts to its operations, both of which will provide unparalleled services and value to the communities they serve. Stoddard’s operates at two locations in Georgia—Douglasville and Atlanta.

“This exciting new chapter would not have been possible without the unwavering support of our members and guests,” says Skyler Thomas, vice president and general manager of Freedom Outdoors. “Their trust and patronage have been the cornerstone of our collective success. We are committed to continuing to earn that trust every day, and this acquisition is a step toward enhancing

the experience we offer to our valued community. The accomplishment of this acquisition is also a reflection of the extraordinary performance of the Freedom team. Their hard work, strategic vision, and relentless pursuit of excellence have enabled us to reach this pivotal moment. This acquisition is not just a business decision; it represents the fruition of our team’s

collective efforts and aspirations to provide the best experience in the shooting and outdoor sporting industry. We are excited about the opportunities this acquisition presents.

Together, we aim to innovate, expand, and elevate the experiences for our customers, combining the best of both organizations.” (freedomoutdoors.com)

REALTREE INTRODUCES APX Realtree’s launch of the all-new APX pattern at the 2024 SHOT Show marked a special day for outdoor brands and consumers alike. Including a mixture of both vertical and horizontal shapes, the APX pattern has undergone extensive real-world testing through various hunting situations, multiple geographic regions, and conditions. APX’s environmental colorations and open zones match the canopy of a hardwoods bottom, and multiple color regions of natural tans and grays help distort and break up the natural form of a human body. A new “S.E.T.” technique (Soft Edge Technology) helps prevent hard lines and allows for a more natural blending mode to take place while abstract elements reflect the

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natural look of bark and rock formations.

A larger 36-inch pattern repeat allows for a more diverse pattern overall. For partners and manufacturers, the larger repeat allows for thousands of different ways to cut up the pattern on a garment while still allowing the pattern to be effective in the field.

“Realtree APX might be the most effective camo pattern we’ve ever designed. From trees, rocks, and the ground floor the pattern virtually disappears,” says Realtree owner and designer Bill Jordan.

“When you’ve found so much success with a pattern it is always hard to improve upon it, but with APX I can honestly say we did—and in a big way.” (realtree.COM)

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NEWS BRIEFS

Eye in the Sky Teal takes drone technology to another level.

By Slaton L. White

D

rones have very quickly evolved from toys built to amuse children to incredibly sophisticated devices employed for national defense. One of the leaders in this field is Teal Drones. The company’s mission is to enable unmanned systems to be more than just flying cameras.

With a strong team and a backbone of venture support, Teal is helping to rebuild America’s sUAS (small unmanned aircraft system) industrial base to compete on a global scale.

The new Teal 2 drone, for example, has been developed under strict design guidelines that has earned it a Blue UAS Certification by the U.S. Department of Defense. The Blue UAS effort is a comprehensive and ongoing method for the Department of Defense to quickly evaluate and scale commercial unmanned aerial system (UAS) technology.

The Teal 2’s primary application is short-range reconnaissance missions. Combat soldiers, police officers, firefighters, wildlife managers, and industrial inspectors rely on the Teal 2 to achieve mission success. The Teal 2 provides end users with the highest resolution thermal imaging in a small (Group 1) form factor. Its compact size and rugged design enable the system to be rucksack portable and deployed in the most challenging environments.

Teal 2’s technology is designed to provide real-time intelligence-gathering capabilities through the use of advanced payload technology, including high-resolution cameras and sensors.

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The secure unit includes AES-256 encrypted video transmission and command and control for highly secure operations. A Teledyne Flir Hadron 640R EO/IR sensor, optimized for nighttime operations, provides his-res imagery.

 The drone can fly at speeds of up to 23 mph. Maximum flight ceiling is 10,000 feet; range from the controller is 3.1 miles.

Brimming with cutting-edge technology, the Teal 2 is also surprisingly easy to fly, as it uses the Tomahawk Robotics Kinesis command-and-control user interface that enables an intuitive operational experience from launch to landing. In addition, multi-

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vehicle command and control provides a 360-degree view of a single target or ISR (intelligence, surveillance, reconnaissance) on multiple targets.

 The Teal 2 is surprisingly easy to fly; its command-and-control user interface enables an intuitive operational experience.

The Teal 2’s tactical ecosystem includes integration with third-party artificial intelligence and computer vision applications that enable 3D mapping, target acquisition, and other decision support features. With its high-resolution screen and durable, weatherproof design, Teal Air Control

(TAC) provides military personnel with a reliable and easy-to-use platform for controlling their aircraft in a variety of environments. The controller is made in the USA, ensuring that it meets the highest standards of quality and performance.

The drone’s flight time is 30-plus minutes, and it can fly at speeds of up to 23 mph. Maximum flight ceiling is 10,000 feet, and it has a range from the controller of 3.1 miles.

“One of the best features of Teal drones is that they are modular,” says CEO George Matus. “This modularity delivers two really big benefits. First, if you buy a field drone and it breaks, you can fix it yourself. Second, our drones can be upgraded over time. Here, I’m not talking just about new software and new apps, but hardware, such as new sensors, new high-resolution payloads, and new gimbals, as well. All this can be swapped out very easily.”

The U.S. Department of Defense recently unveiled an ambitious initiative—Replicator— which aims to integrate emerging technologies, especially those originating in the private sector, into the military’s operational framework. These emerging technologies include AI, robotics, and commercial technology.

“This is a huge opportunity for established drone makers, like Teal, who have the manufactur-

ing capacity to produce thousands of drones in response to the U.S. Government’s desire to invest in the U.S. industrial base. It will accelerate drone technology in a short amount of time,” says Stan Nowak, vice president of marketing at Red Cat (Teal’s corporate parent). “Teal is well positioned for this opportunity due to our 25,000-square-foot manufacturing facility in Salt Lake City, our uninhibited supply chain, and current and future capabilities of the Teal 2.” (tealdrones.com)

 Soldiers, police officers, wildlife managers, and industrial inspectors rely on the Teal 2 to achieve mission success.

SILVER STAG’S HANDS-ON APPROACH The Silver Stag knife product line consists of a broad assortment of semi-custom-crafted American-made hunting and fishing knives, which for almost a quarter century have been manufactured by a small team of sportsmen in Blaine, Washington, all of whom take great pride in their work. What separates Silver Stag from its competition is their hands-on approach to manufacturing, attention to detail, and their practical and functional blade designs.

“Our experienced production team exclusively uses high-carbon D2 and 1095 plate tool steel to craft our blades, and every blade is primarily ground free hand,” says Brad Smith, president of Silver Stag. “In addition, North American antler and select hardwoods are incorporated into the finished knives, giving every knife its own unique custom character.”

Smith notes that over the years, the company has been awarded with many industry projects, including the design and production of exclusive limited-edition knives for the NRA, NWTF, and RMEF. In addition, the company builds a small line of knives for Ruger, Shiloh Sharps, and the King Ranch.

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Silver Stag’s most recent addition to the line is the Guide Caper. This game-processing model features a 2.5-inch hollow-ground D2 steel blade and is fitted and finished with handprofiled and polished whitetail antler scales secured to the full tang design with brass pins.

SRP: $179, which includes a high-quality leather belt sheath.

In addition to hunting and fishing fillet models, the company also manufactures survival, camp, and an assortment of utilitarian folding knives. “We’ll build customers a knife using their own cherished antler,” Smith says.

“Details can be found on our website.” (silverstag.COM)

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NEWS BRIEFS

Rossi Rebound

by R obert S adowski

R

ossi is part of Braztech Holdings, an enterprise that also includes Taurus and Heritage Manufacturing. Over the past few years the acquisition has aligned Rossi with products that evoke classic Americana. Pump-action rimfire rifles, lever-action rifles in rimfire and centerfire calibers, and revolvers are part of a resurgence that might be characterized as “what is old is new.” In that vein, Rossi recently introduced the affordable RM66 and RP63 and blew new life into the classic stainless-steel .357 Magnum revolver.

“Rossi revolvers not only offer that sense of nostalgia,” says Caleb Giddings, general manager of marketing, “but they are working guns perfect for home defense or everyday carry, especially in areas where high-capacity pistols are not allowed.”

What could be more classic or more American than a lever-action rifle? “The new R95 lever-action rifle chambered in .30-30 Winchester resonates with consumers,” says Giddings. “Go ahead and buy an heirloom lever-action and hand it down to your son and grandson, but buy Rossi and don’t be afraid to hunt with it.” The low price point of the Rossi R95 rifles, compared to other .30-30 rifles on the market, means customers don’t have to invest a lot to partake in a traditional deer hunt using a lever-action rifle in a classic American caliber. Hunt it hard because it is a working rifle, not a safe queen, and with a street price of about $750 it is a definite candidate for a truck rifle, too.

Rossi has done a great job in transforming product lines like lever-action rifles to appeal to younger generations. The Triple Black variants of the R92 leveraction, a clone of the iconic Winchester 1892, in centerfire pistol calibers feature a black Cerakote finish, threaded barrel, an aluminum Picatinny rail to accommodate a red-dot optic, an over-sized loop lever wrapped with para cord, and other details that create a 21st century saddle gun or truck gun. It’s a lever-action rifle that can fill the freezer and protect the ranch.

While old-school lever-actions and wheel guns do resonate with a certain customer, Rossi has more modern products that appeal to those shooters weaned on polymer stocks and fiber-optic sights. A good example is the Circuit Judge, a carbine revolver that is unique as well as practical. We all know that nowadays turkey guns do not just mean 12-gauge shotguns; Rossi’s Tuffy line of .410 bore, singleshot shotguns in polymer thumbhole stocks transform the dated single-shot platform into something new, desirable, and affordable. The single-shot Brawler pistol is another modern take on an older design. This break-action pistol chambered in .410 and .45 Long Colt is not only fun to shoot, but it is serious business for hunting as well. The Gallery pump-action rifle and Rio Bravo lever-action rifle are other guns that straddle the old-school feel with modern aesthetics. The Gallery and Rio Bravo rimfire are available in traditional wood stock and iron sights or polymer stock and fiber-optic sights.

Bottom line for retailers? Rossi products are positioned so you can offer classic American firearms as well as modern renditions of iconic guns at prices that sit well with customers of all ages. (rossiusa.com)

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OUTDOOR EDGE EXPANDS INTO EDC Outdoor Edge knives have been a staple of hunters for years. The replaceable-blade technology that OE is known for has helped hunters make quick work of field dressing game of all varieties. Now OE is applying that same innovative technology to a whole new consumer demographic with the introduction of its new Razor VX line of everyday carry knives.

“This is really going to turn some heads this year,” says William Morgan, director of marketing and product management for Outdoor Edge. “It’s a huge step forward for us, and it’s going to change the way people look at Outdoor Edge.”

Moving from an almost exclusive hunting base into the competitive EDC market is no small feat, and it’s not one that OE took lightly. “This has been many months in the making,” Morgan says. “We did extensive market research, and at the end of the day we knew we had something we could offer consumers that filled a very specific need.”

That need, it turns out, is an EDC that is customizable based on

varying situations. For many EDC loyalists, blade type is more than a simple preference—it’s a matter of practicality. A straight blade is the most generalized blade and by far the easiest to sharpen and maintain. But there are times when the cutting ease of a serrated blade makes so much more sense.

With the OE’s RazorSafe replacement blade system, users can quickly and easily switch between a straight edge and halfserrated blade depending on individual needs. Adding to the versatility of the Razor VX knives is the option of straight or half-serrated replacement utility blades with a Warncliff-like tip.

“The blade ecosystem with this line gives you the ability to drastically change the personality of the knife in an instant,” Morgan says. “And that’s exactly what we were shooting for.”

The Razor VX collection includes five different knives aptly named VX 1-5. Three of those knives (VX 1-3) include two different versions, creating a total of seven different options from which consumers can choose.

Each of the knives offer a combination of features designed to help consumers pick the handle, finish, and opening mechanism that best suits their preferences. Among the options are opening mechanisms using either ceramic or stainless-steel ball bearings, stainless-steel or black oxide blade holders, and G-10 or micarta handles.

For customers who are looking for even more options, the VX-1 features a

by C hristopher C ogley

stylish anodized aluminum handle and a spring-assisted blade deployment. It is available in either a black oxide or stainless-steel option. The collection also includes two options for customers who are looking for EDC with carbon-fiber handles.

In keeping with what has almost become the standard size in EDC, all of the Razor VX knives have a 3-inch blade and a convenient lock button to make it simple to release the replacement blades and lock them back into position. Deep carry clips, liner locks, and ambidextrous one-finger openings are all standard on every knife.

“We made sure to include all the features that most people have come to expect in their EDCs,” Morgan says.

“When you combine that with the versatility that the replacement blade system provides, we’re really upping the bar on quality and fashion with this collection.”

Morgan says that Outdoor Edge is committed to making a big splash with the launch of the Razor VX collection both at the recent SHOT Show and with retail partners across the country. And don’t expect this line to be a one-hit wonder for OE. “We are fully committed to the EDC category, and we have so much more to come,” Morgan says. (outdooredge.COM)

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NEWS BRIEFS

It

Knowledge is Power

has been said, many times, that knowledge is power. Knowledge of sales trends can empower retailers to more intelligent business decisions, and those decisions can help improve a store’s profitability. The NSSF Research breakfast at SHOT Show 2024 is a prime example of putting such knowledge to good use.

The three presenters—Rob Southwick, president of Southwick Associates; Tom Decker, a manager with U.S. Fish & Wildlife Service; and Kaleb Seymour, vice president of data analytics at Gearfire—shared their insights to a packed house. What follows is a selection of nuggets that I gleaned from their presentations, all of which can help you run a more profitable business.

Brick-and-mortar retailers, Southwick said, need to tell their brand story, and they need to understand that the new customer is different. You earn their trust before they walk into the store via a strong online presence. This helps alleviate any nervousness on  New firearm customers need to be warmly welcomed the part of a new gun owner, at the gun counter. The person behind the counter needs and your site needs to tell to be patient and listen carefully to their needs in order them “we want you here.” to pair them with the product that works for them.

When they do walk in the door they must be greeted promptly and warmly. “Don’t be the guy behind the counter who just stares at them,” Southwick said. And since women are increasingly an important emerging market segment, you need to welcome them with no patronizing attitudes. “Welcome women.

Talk to the woman, not her companion.” (For a deeper dive in how to sell firearms to women, check out “What Women Want” on page 36.)

Because personal protection is high (number one, in fact) on the list for new gun owners, Seymour informed the crowd that compact and sub-compact semi-auto handguns lead the way.

Revolvers are far down the list, as are shotguns.

Recreational shooting is even farther down the list. Here he noted that though 3 Gun and long-range shooting command a lot of attention, they are difficult to master and expensive as well. Keep that in mind when you stock your store.  Women are increasingly becoming an important Decker presented the crowd with a sobering message. “We have detected the first decline sector for firearm retailers, one reason compact in public approval of recreational shooting. It’s a small drop, from 80 percent to 78 percent, and sub-compact semi-autos are by far the top but worrying nonetheless.” He also noted that more target shooters fish than hunt, which may mean than a gun store’s advertising could be going to the wrong audience.” —Slaton L. White sellers for this group.

C&H Precision Debuts Red Dot Sight C&H Precision is a family owned and operated small business that serves the shooting community from its shop located in Richmond Hill, Georgia. It specializes in designing and manufacturing precision-machined optic adapter plates used to mount red dot sights on pistols as well as pistol slide milling upgrades. It also tackles the design and manufacturing of special projects within the firearms industry.

For 2024, C&H Precision is introducing the ERD-1 rifle red dot, the first of three rifle optics debuting in 2024 as part of an all-new product line. The red-dot rifle optic’s 27.5-millimeter window has adjustable brightness with eight different daylight levels and an additional pair of options compatible with night vision optics. Parallax-free up to 100 yards, the sight utilizes a CR2032 battery and uses a shake-to-wake activation program. It will stay active for 3.5 minutes before going to sleep. Designed to be mounted on guns using a Picatinny rail, the optic is waterproof and shockproof. (chpws.COM)

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®

NSSF RANGE-RETAILER BUSINESS EXPO™

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RELOAD JULY 10–11, 2024 WEST PALM BEACH, FL

NSSF’s Range-Retailer Business Expo (RRBE) is designed to load retailers and range operators with the equipment, strategies and inspiration essential for success.

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RRBExpo.org

2/6/24 3:21 PM 2/6/24 3:01 PM

by robert FIVEa sadowski MINUTES

WITH ...

SB: What opportunities do you see?

Greg Cohen, President, Tetra Gun Care

GC: Ironically, we are benefitting from woke

big-box retailers who are stepping away from the shooting sports. This actually improves business opportunities for most of our customers, namely the independent FFLs.

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

GC: Working with the people within our industry helps take a little friction out of my world.

And, I believe in our products and enjoy introducing them to new customers.

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

GC: That’s a great question. Simply put, attentive customer service. Sounds simple, but I know that is hard to come by nowadays.

SB: Recently Tetra went through a change of

ownership from FTI to EMI. How has Tetra benefitted from this change in ownership?

GC: EMI can more quickly adapt to situations to ensure customer satisfaction.

SB: The company also relocated to North Carolina.

What are the advantages of this relocation?

GC: As a lifelong New Jersey resident who left many 2A friends behind, I just want to say that the environment here in North Carolina is far friendlier and more conducive to success for companies in our industry. And there are clear economic benefits.

Performance Enhancers Tetra Gun Care believes its products do more than simply help keep a gun clean and lubricated. They also enhance its overall performance.

G

reg Cohen has worked in the defense and outdoor sporting goods markets for over three decades, beginning with publicity work on Spectra fishing line. For more than two decades he has, within the gun-care catego-

SB: What are the developing trends in gun care products and how will Tetra respond to them?

GC: I never wanted to chase trends, though I am flattered by ideas of mine that have inspired others. But the big picture is really quite simple: be consistent and reliable. Just in the gun lube category, how many trendsetters who disappeared can you remember?

SB: Tetra has an extensive product line, ranging

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

from lubricants and solvents to cleaning rods and other accessories. One way for dealers to let customers know of these products is through point of purchase merchandising displays available through your Premier Dealer Direct Program.

How does that work?

Greg Cohen: Unfortunately, government regulations hindering our ability to do business is a growing obstacle, and I don’t see that getting better.

GC: Tetra Gun has always believed in POP investment for its customers, and we make it so simple

ry, headed sales and marketing for Mil-Comm Products, followed by a general manager position with Tetra when the company was owned by FTI, Inc. Cohen became president of Tetra when Tetra was sold to Engineered Materials, Inc.

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by slaton l . white

ropolymer additive technology, based on the original 1985 synthetic gun lubricant patent, whether it is the well-known white grease, lubricant oil, Triple Action CLP liquid, lubricating wipes, or Gun Spray.

SB: What about your current products?

for stores that they get a little suspicious. Buy the display loaded with product, and we will ship it to you. No tricks. No excessive buy-ins. To answer you more directly, we have many smaller dealers, but they are less likely to make purchases on the display furniture scale, though any store will thrive with better merchandising, every time.

SB: Without giving away proprietary information, what made the original Mil-Spec-inspired CLP formula so effective?

GC: All of the Tetra Gun Care lubricant-themed products feature the company’s famous fluo-

GC: Action Blaster is a cleaner-degreaser aerosol formula that provides the cleaning ability to remove fouling from gunmetal. The original, stronger formula has been replaced with the synthetic and safe Action Blaster II product. There is no lubricant in this mix. It is pure cleaner.

In a similar way, Tetra Gun’s original Tetra Gun Spray has been replaced with the Tetra Gun Spray II or Triple Action products, which are essentially the same. This product is basically a CLP (cleaner, lubricant, protectant), combining cleaning performance, followed by surface lubrication and protection. A unique aspect of this lube spray is that it doesn’t have an oily finish, something we know many people prefer.

All of the Tetra Gun Care lubricant options deliver the performance the gun-user community needs. You can either go with the CLP, or the C+LP route in maintaining your guns. In other words, you use the all-in-one product, or you take the time to clean and then lubricate and protect.

You get the CLP effect with the Triple Action aerosol mentioned above, as well as with the Triple Action liquid and the Lubricating Wipes products, all of which are based on the original

 Tetra’s products fight friction.

Mil-Spec-inspired CLP formulation.

As opposed to other product brands, some of which could be considered similar, the Tetra brand falls under the “synthetic” heading. My point is this: you get best results from a product that provides a barrier between two surfaces of gunmetal to minimize friction and prevent wear and operational failure so that you can maintain a firearm in fire-ready condition.

The alternative is a bunch of mostly solventbased petroleum-oil products that, in my opinion, simply don’t hold up. There is thought, testing, and proof behind our technology and those of similar products. And, considering the performance of Tetra products, they are very reasonably priced. As long as the user follows the directions, they will be pleased with the results.

SB: What tips would you give retailers to help sell your products?

 Tetra offers lubricants and solvents as well as cleaning rods and other accessories.

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GC: In retail, it is important for counter staff to understand these general concepts and how to differentiate between choices on the shelf because I know that consumers can be easily confused. So, know what you are talking about, diagnose the customers’ needs, and educate them to help them to make the right choices. (tetraguncare.com)

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by robert

by C hristopher C ogley FYI a sadowski

The Apache double-stack 1911 pistol is a tribute to the famous Operation Apache Snow battle in Vietnam.

Watchtower on The Move

anything overseas,” Colosky says. “Watchtower firearms will always be made by Americans, for Americans.”

That commitment will continue to have an even larger impact considering the plans for expansion that are already in the works at Watchtower Firearms. Although the top-of-theline AR platform that originally attracted Colosky to F-1 will evolve and improve in the coming years, it will continue to be a staple for Watchtower. But the company is also committed to diversifying its offering to cater to a much wider group of customers.

It didn’t take the company long to develop an offering of high-quality suppressors, and earlier this year Watchtower launched the Apache Double Stack 1911 pistol. Based on this timeless design, Watchtower has given the Apache a modern flair that is certain to garner a second (and third and fourth) look from any firearms enthusiast who sees it.

But the stylized design of the Apache is much more about function than it is about aesthetics. Manufactured with the same technique and PVD finish that makes the AR so reliable, the action on the Apache is designed to glide

Building the next great American firearms company.

W

hen Jason Colosky left the corporate world, he did so with the idea of taking over a firearms company and turning it into a business that he could be proud of—a business that represents the way American manufacturing once was, and the way, Colosky

believes, it can be again. When he initially considered F-1 Firearms, he didn’t think the company had the potential to live up to that vision. He kept an open mind, though, and decided to visit the manufacturing operation in Texas. What he saw changed his mind completely.

“What I found out was that they had a precision manufacturing operation that is incredibly efficient,” Colosky says. “What sucks the life out of you is the amount of waste that accompanies most manufacturing. But their waste was miniscule, and that told me they knew what they were doing, and they knew how to do it right.”

The other thing that struck him was the tolerance of F-1’s signature AR-platform rifle. As a former special operator, Colosky has carried his share of rifles and knows first-hand the dangers of having a weapon that rattles when you’re trying to move as silently as possible.

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“The rifle they were making was so tight that you could shake it and it wouldn’t make a sound. From a pure quality standpoint, I really liked that,” he says.

The visit was enough for Colosky and his team of investors to acquire F-1 with the goal of transforming the company into something that Colosky sees as seriously lacking in the U.S. firearms industry. “Most of the great titans of our industry have gone away. They’ve moved operations and ownership overseas,” he says.

“We founded Watchtower with a very simple vision statement—to be the next great American firearms company.”

Arguably the most important aspect of that vision statement is “American.” Everywhere you look, you find tributes to American history within the ethos of Watchtower. The company was named after Operation Watchtower, the codename for the Guadalcanal Campaign. Every serial number begins with 1775. The new Apache 1911 is a tribute to the famous Operation Apache Snow battle in Vietnam. The list goes on and on, and it will continue to grow as the company expands and evolves.

But Watchtower’s commitment to America doesn’t end with not-so-subtle tributes to our history. “We have not, and will not, outsource

Jason Colosky, CEO of Watchtower Firearms, says the company intends to build all products in the U.S.A.

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silently and effortlessly with smooth surfaces that are as easy to clean as they are to operate.

“We know how important it is that our platforms work every time, and that’s our focus on every firearm we make,” Colosky says. “The quality piece has to come first. That’s what I saw in F-1, and that’s what we’re building on as we expand our offering.”

It isn’t just its product offering that Watchtower is broadening, it’s also its clientele.

“We’re expanding our civilian offering, but we’re also starting to get some significant law enforcement contracts,” Colosky says. “We want to get into military spheres as soon as possible, then we’ll be going after foreign military contracts.”

Regardless of how large the law enforcement and military sectors of Watchtower’s business become, Colosky says the company’s commitment to its civilian firearms dealers will never change. The company is amping up its marketing budget so small dealers don’t have to spend as much to get the word out about Watchtower’s firearms, and it’s also pricing its products to make sure that gun stores can hit the margins they need to remain profitable.

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Although Watchtower is expanding its product line for civilian shooters, it will also pursue military contracts and law enforcement offerings.

“We want to help support the mom-and-pop stores, and those are just some of the ways we’re doing that,” he says.

That’s just one more example of Watchtower’s commitment to America. And

one more way that they are going about achieving their goal of becoming the next great American firearms company. (watchtowerfirearms.com)

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2/5/24 10:22 AM

GUNS

2024

by Eve Flanigan

When manufacturers up their game, everyone benefits.

F

irearm consumers are an increasingly educated lot, with many shooters opting for specific guns, chamberings, and features for narrowly defined pursuits and styles rather than one do-it-all rifle, handgun, or shotgun. Today’s

manufacturers have met that sophisticated audience by upping their game, offering a broader range of features on familiar but often sleeker platforms than ever before. In the past year-plus, we’ve come to expect to see optics-ready slides on handguns for nearly every budget, and it’s now normal to see a mix of tactical, technical, and traditional features on the same firearm so that every gun owner can have what’s perfectly suited to them. Here is a look at some of the many new models that consumers will want to see in your store in 2024.

RIFLES AMERICAN TACTICAL

By their own description, ATI has stepped up their game with the addition of a bolt-action gun to their product offerings. The TRX Bronco is a chassis-built rifle with a folding stock, an AR10-compatible box magazine, and a 16.5-inch barrel. Chamberings include .308 Winchester and 6.5 Creedmoor. It weighs 6.9 pounds and has a one-inch MOA accuracy guarantee. Available in black or tan. SRP: $1,499.95. (americantactical.us)

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BENELLI

The Lupo HPR is designed to set a new benchmark for a factory-guaranteed sub-MOA (3⁄4inch, five-shot) longrange shooting and hunting bolt-action rifle. Based on the Benelli Lupo Chassis system, the HPR is chambered for the most popular long-range calibers (6.5 PRC, 6.5 CRD, .338 LM, .300 PRC, .300 WM, and .308 Win.). The new Lupo HPR matches a custom-fit stock system with a heavy-contour straight-fluted CRIO barrel to deliver a long-range rifle that incorporates the function of a chassis rifle with the handling grace and accuracy of a custom bolt-action. (benelliusa.com)

BERGARA

The Bergara B-14 Crest series of rifles will be available in two versions. The Crest Carbon rifles feature a carbon-fiber barrel with an Omni muzzle brake and a fluted bolt. Available calibers are .308 Win., 6.5 Creedmoor, .22-250, 6.5 PRC, .300 Win. Mag., and 7PRC. SRP: $2,099-$2,149. There are nine versions of the B-14 Stoke Compact rifles. Rifles in .308, 6.5 Creedmoor, .243, .22-250, 7mm-08, and 6.5 PRC feature synthetic stocks, 20-inch barrels, a hinged floor-plate magazine, and a Bergara Performance Trigger. Stoke Compact rifles that carry the SP (special purpose short barrel) designation feature 12.5-inch barrels mated to synthetic stocks. Each also features an AICS detachable magazine and a Bergara Performance Trigger. SRP: $899. The rifle also comes with ¼-inch spacers that allow the stock to be customized to the individual shooter. (bpioutdoors.com)

BILSON ARMS

Bilson Arms, a Louisiana gun-making company born from oil and gas extraction technology, also made a significant mark on pistol caliber carbine design with their BA-9FC. Like many other PCCs, it’s gas-blowback operated. But unlike any other, its charging handle/bolt-opening device is on the forend. Think pump-action shotgun to load the first round or unload before a mag runs dry. Otherwise, the handle does not reciprocate; the action runs in semi-auto mode thanks to the buffer spring. Designer and builder Billy Angers was inspired to innovate after seeing a friend who competes in matches with a PCC lose a high placing thanks to a double-feed malfunction. With the BA-9FC, double feeds can be cleared by racking the forend and not even breaking cheek weld/target focus. SRP: $1,550. (bilsonarms.com)

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PRODUCT FEATURE

GUNS

BROWNING

The X-Bolt 2 Speed Ovix rifle utilizes a reconfigured receiver that provides a smoother bolt operation as well as a DLX trigger that features a multiple-lever design that optimizes sear weight and trigger movement to provide a more consistent and crisper trigger break. The result is zero creep, zero take-up, and zero overtravel. The trigger is also adjustable down to three pounds on hunting rifles.

The Vari-Tech Stock features a modular grip design that allows the user to swap out a sporter (traditional-style) grip for a vertical-style grip. Furthermore, the stock features an adjustable length of pull (by removing the recoil pad and adding or subtracting moving internal spacers) and an adjustable comb height.

Other features include an Ovix Camo pattern, a smoked-bronze Cerokote receiver and barrel, and a fluted, sporter contour barrel. (browning.com)

CHIAPPA FIREARMS

The Badger family adds a new member—Big Badger. The Big Badger folding single-shot firearms are offered in three different configurations: 350 Legend, .30-30, or .410 bore. The rifled versions feature a 20-inch threaded barrel compatible with M13.5x1 LH suppressors. The shotgun version features a 20-inch barrel with a fixed fiber-optic front sight and includes three interchangeable Beretta/Benelli Mobil chokes. All configurations feature the M-LOK system integrated in the forend along with a top and bottom Picatinny rail for mounting optics and accessories. Each model is equipped with a generous rubber recoil pad, crossbolt safety, and a 5⁄16-inch steel-rod stock with an adjustable comb. When folded, the Big Badger measures approximately 19.25 inches long by 6 inches wide. (chiappafirearms.com)

CHRISTENSEN ARMS

Christensen Modern Hunting Rifles (MHR) marry traditional hunting ergonomics with modular convenience. Built on a V-shaped mini-chassis, the rifles include an adjustable trigger and carbon fiber-wrapped barrel with a removable stainless-steel muzzle brake. A drop-box mag-conversion kit is optional. For 2024, Christensen is adding long-action calibers to the line. New chamberings include .300 Winchester Magnum, .300 Precision Rifle Cartridge, 7mm Precision Rifle Cartridge, and 7mm Remington Magnum. Weights begin at 7.6 pounds. Four finish choices are offered. SRP: starts at $3,499. (christensenarms.com)

CVA

The Cascade Long Range Hunter series of bolt-action rifles feature threaded and fluted heavy-contour 4140 chrome-moly steel sporter 22- or 24-inch barrels with a radial muzzle brake. Other features included with each rifle are stocks with an adjustable cheek riser and adjustable length of pull, a 20 MOA Picatinnycompatible rail, Cerakote finish, camo stock with a Soft Touch finish, and detachable flush-fit magazines. Available calibers are 6.5 Creedmoor, .308 Win., .300 Win. Mag., 6.5 PRC, 7mm Mag., 300 PRC, and 7 PRC. The Cascade Long Range Hunter varmint rifles are configured similarly, but come with a highcapacity detachable magazine and threaded muzzle. Available calibers are .243, .22-250, 204 Ruger, and .223. SRP: $900-$925. (bpioutdoors.com)

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United Together For Our Industry And Beliefs.

The battle lines are drawn for us and the stakes are high.

Each election hundreds of millions of dollars are spent to elect candidates who vehemently oppose our freedoms. They mock our values and beliefs, while working to destroy our industry and eliminate our rights.

That’s why Protect Liberty PAC was created to protect our liberty, defend America’s cherished freedoms, and save the firearm industry.

Just as our Founding Fathers joined together to lead a fight for liberty and freedom in the face of tyranny, so can we.

Please join with us in our fight today and let’s safeguard the firearm industry and our liberties before they disappear forever.

ProtectLibertyPAC.com

Use your cellphone camera to scan for more information

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PRODUCT FEATURE

GUNS

MITCHELL DEFENSE

Mitchell Defense is a relatively new veteran-owned/operated manufacturer based in Pennsylvania. Nathan Mitchell holds reliable function as the top priority of his guns, with each model being subjected to a 10,000round zero-failure test before being approved for final production and sale. His latest model is the Rat Dog pistol-caliber carbine. The name is inspired by SARC (Special Amphibious Reconnaissance Corpsmen) who are renowned for stalwart performance in extreme conditions. The Rat Dog operates with direct blowback action and uses the same silent buffer tube as the company’s carbines. A solid-piece weighted bolt carrier group is key to its reliability. There are four variants, NFA-regulated and not, in the Rat Dog line. SRP: $1,750-$1,860. (mitchelldefense.com)

FN

FN has stepped out with a new chambering of their venerable SCAR design with a limited-production model of the SCAR 17S Designated Marksman Rifle (DMR) in 6.5 Creedmoor. This version includes premium upgrades from the SCAR 20S precision line, specifically a two-stage Geissele Super SCAR trigger and precision buttstock assembly with customizable cheek height and length of pull. The 17S DMR maintains maneuverability thanks to components like a 16.25-inch, cold-hammer-forged, chrome-lined barrel and monolithic aluminum receiver. Flip-up polymer sights are included. It incorporates the modern SCAR’s non-reciprocating charging handles for its short-stroke gas piston operating system. The handles are located on both sides for ambidextrous use. Weighing in at 9.5 pounds and 36.8 inches long, the 17S DMR continues the SCAR tradition as one of the larger contenders in the carbine category. SRP: $4,629. A Modern Sporting Rifle is a brand-new addition to the FN product line. It’s called FN 15 Guardian. This AR-platform direct-impingement-action carbine is chambered in 5.56 NATO. In its design FN set out to create a high-performing defensive carbine at a reasonable price. The 6.6-pound FN 15 Guardian is made for easy handling and has rounded corners and no forward assist to resist snagging. Premium features include 15 inches of free-floating aluminum M-LOK handguard and a 16-inch MIL-B-11595 CMV barrel. The button-broached hybrid-profile barrel has a 1:7 twist and is topped by an A2 flash hider. A 30-round magazine is included. FN promises sub-MOA accuracy from the Guardian. SRP: $999. (fnamerica.com)

MOSSBERG

Classically styled Patriot rifles offer premium features—such as patented LBA-adjustable triggers, threaded barrels, spiral fluted bolts, streamlined and checkered bolt handles, and four-round box magazines—at a great value. New for 2024 are a pair of Patriot rifles (one with a synthetic stock, the other with a walnut stock) chambered for the 400 Legend straight-wall cartridge. This flat-shooting cartridge is capable of effectively sending its 215-grain bullet at 2,250 fps out to between 200 to 250 yards. These two rifles are obvious choices for deer hunters, but will also be a good option for those who hunt feral hogs as well as bears at close range. (mossberg.com)

PRIMARY WEAPONS SYSTEMS

The UXR Weapon Platform with XCHANGE has been designed to offer both modularity and performance. The XCHANGE buttstock module features a Picatinny/1913/STANAG rail-mount interface. The six-position ambidextrous foldable stock offers adjustable length of pull and QD sling cups, one-inch webbing sling-slot mount, rubber buttpad, and a two-position height-adjustable cheek rest. The fire-control housing module has an interchangeable pistol-grip mount, ambidextrous QD sling cups, and an oversized trigger guard for gloved use. The trigger housing is compatible with most AR15 triggers, and the magazine well uses exchange modules to accommodate 5.56 NATO or 7.62 NATO magazines. The XCHANGE barrel-exchange system allows the user to swap calibers and barrel lengths rapidly with standard tooling while maintaining repeatability and accuracy, and the ambidextrous three-position rocker valve on a modified long-stroke gas system lets the user select gas settings effortlessly. The evacuation chamber supports suppressed and high rate of fire by removing noxious gasses from the operator’s face and keeping the operating system cleaner. Available configurations include a large magwell configuration (6.5 Creedmoor, .308 Win., 8.6 BLK); a STANAG magwell configuration (5.56 NATO/.223 Rem, 300 BLK, 6.5 Grendel, 6mm ARC); and an AK magwell configuration (7.62x39 and 5.45x39). (primaryweapons.com)

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ROCK RIVER ARMS

Rock River’s XM24 in .308/.338 Lapua is a bolt-action rifle built for precision long-range shooting. The rifle features a 26-inch stainless-steel nitride- and cryo-treated barrel, an oversized bolt handle, and a non-folding MDT ESS chassis. SRP: $5,265. The RRA .17 HMR features an 18-inch barrel with a threaded muzzle.

This gas-impingement delayed-blowback semi-auto takes advantage of a NM Ultra Match two-stage trigger, a Magpul MOE SL-K six-position buttstock, and a Magpul MOE pistol grip. Also included is a 15-inch lightweight aluminum free-floated handguard and a 10-round magazine. SRP: $1,300. (rockriverarms.com)

ROSSI

Rossi strikes a practical chord with their new bolt-action .22 LR, the RB 22 Compact. It has a 16-inch barrel, 10-round magazine, and a short length of pull on the polymer stock, making it suitable for varmint control, recreation, or educating new shooters. A forward-set adjustable rear notch sight sets this rifle apart in the appearance category. At just 3.7 pounds, this rifle is ready to be carried afield even by youth hunters. SRP: $185.99. (rossiusa.com)

SAVAGE ARMS

As the name suggests, the 110 Ultralite Elite is a ready-to-carry gun for backcountry hunters that ranges in weight from 5.8 to 6 pounds, depending on caliber. Other weight-saving features include 18- to 20-inch carbon-fiber Proof barrels and a skeletonized carbon-fiber stock. Offered in six popular chamberings. SRP: $3,299. On the budget side of the 110 bolt-gun lineup (SRP: $629) is the new Trail Hunter. Available in a dizzying choice of 15 chamberings with a textured, forest-green Hogue stock, the rifle boasts such popular features as a threaded barrel, tungsten-color Cerakoted action, sling studs, and Weaver-style bases. Klym is the name of a new boltaction sub-series. This line is unmistakable in appearance thanks to a modern carbon-fiber keyhole-style stock, carbon fiber-wrapped barrel, and carbon-fiber forend.

SRP: $2,699. The Impulse series sports a straight-pull bolt that can be moved for ambidextrous operation. SRP: $3,299. Also new from Savage is the A22 Takedown FDE. This .22 LR semi-auto with an 18-inch barrel has easy twist-apart takedown convenience, plus a bevy of storage compartments. A built-in Picatinny rail and sling studs, plus iron sights and adjustable cheek riser, give a shooter a lot of options with this packable gun. It’s fed by a 10-round rotary magazine and has a rightside charging handle. SRP: $479. (savagearms.com)

SMITH & WESSON

Smith & Wesson took their time getting into the pistol caliber carbine market, but when they did, they advanced PCC design. The Response PCC sports triedand-true Magpul furniture on the rear and a 16-inch barrel up front. At first glance it’s a typical-looking PPC. The difference, though, is in the receiver, which has a fully interchangeable magazine well. This allows the current M&P user to run their own double-stack mags in the gun along with its 23-round included mag.

Or, change out the trademarked FLEXMAG mag well, and the Response can run Glock magazines. SRP: $799. (smith-wesson.com)

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PRODUCT FEATURE

GUNS

SPRINGFIELD ARMORY

Springfield Armory recently introduced two new options for the Hellion bullpup, giving those who yearn for better ballistics with their 5.56 ammo some satisfaction. The new Hellion choices have 18- and 20-inch barrels.

Staying true to the inspiration behind the semi-auto Hellion, the Croatian VHS-2 full auto, the 20-inch barrel Hellion adopts features of the VHS-D2, the designated marksman version of the VHS-2. It sports a ribbed forward area of the barrel to enhance cooling and has an integral bayonet lug. SRP: $2,016, 18-inch version; $2,031, 20-inch version. Also from Springfield Armory is a brand-new line called Model 2020 Redline hunting rifles.

Current models are chambered in 5.56 NATO and .308 Winchester. Redline rifles replicate the classic scout rifle design: short and handy with a forward-set scope/optic Picatinny rail for good maneuverability and maintenance of peripheral vision in brush and other types of cover.

Carbon fiber runs strong in this line. Barrels of Redline model rifles are carbon fiber, floated, threaded, and capped with a recoil-buffering brake. Hand-painted carbon-fiber stocks from AG Composites lend a distinctive look. Length of pull is adjustable from 13.25 to 14.25 inches with included spacers and even longer with separately available spacers. These rifles have guaranteed accuracy from 0.75 MOA. SRP: $2,299. (springfield-armory.com)

UBERTI

The Old West meets the modern hunting woods with the new line of 1873 Hunter lever-action rifles from Uberti. Based on the classically styled Uberti 1873 series, these rifles—available in .45 LC and .44 Magnum chambers—add top-mounted Picatinny rails for easy scope or electronic optic integration. (uberti-usa.com)

WINCHESTER

The new Winchester Ranger lever-action features a 20-inch precision button-rifled chrome-moly steel barrel with target-style crown, a walnut stock with satin finish and straight grip styling, classic carbine-style forearm with barrel band, hooded front sight and adjustable rear sight, and a precisionmachined billet aluminum receiver. The 3⁄8-inch grooved receiver accepts optic mounts and an over-travel adjustment screw helps ensure a clean, crisp trigger. Other features include an easy-to-load tubular magazine as well as a single-screw takedown for cleaning. (winchesterguns.com)

shotguns AMERICAN TACTICAL

American Tactical has doubled down on revamping their Road Agent side-by-sides. Consumers wanted double-trigger coach guns, and ATI delivered. The Road Agent line is produced in Turkey with in-person oversight from an ATI engineer. Chambered in 12 or 20 gauge with carbon-steel barrels, the new Road Agents have decocking hammers, a feature for which ATI holds the patent. The two new guns have aluminum receivers with ornate scrolling on the outside and threeinch chambers. There are two length/finish choices. The 18.5-inch model has a black finish and standard walnut furniture. The Prime has a 26-inch carbon-steel barrel with a shiny, nickel-tone aluminum finish and premium walnut furniture. SRP: $599.95. (americantactical.us)

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BENELLI

Known as the leader in advanced shotgun technology, Benelli continues to push the maximum performance boundaries with the all-new Advanced Impact barrel system available in the Benelli Performance Shop Ethos line of semi-auto shotguns for 2024. The Advanced Impact technology centers on revolutionary new ballistic contours within the barrel bore that combine with the equally new Advanced Impact CRIO choke tubes to boost downrange shot column energy and velocity for up to 50-percent deeper penetration compared to existing barrel technology. (benelliusa.com)

BROWNING

A 20-gauge A5 joins the line this year. Features include a gloss-finish Turkish walnut stock that is shim-adjustable for length of pull, cast, and drop; gloss black anodized receiver finishing; three Invector-DS choke tubes; the Inflex II recoil pad; and a fiber-optic front sight. In addition, this new 20 gauge also boasts Browning’s Speed Load Plus, a feeding system that sends the first shell loaded into the magazine directly into the chamber, as well as the A5’s famous Kinetic Drive system that results in consistent, reliable function with a wide variety of loads and under the full extremes of weather, temperature, moisture, and grime. (browning.com)

FRANCHI

Franchi ramps up its popular Affinity 3 series semi-auto shotgun line for 2024 with the addition of the Affinity 3 Sport-Trap model. Developed as an entry-level shotgun for competitive sport and trap shooting, the Affinity 3 Sport-Trap hosts Franchi’s Evolved Ergonom-X stock system (which includes adjustable drop, cast, and LOP) along with a 30-inch barrel chambered in 3-inch 12-gauge, barrel porting for reduced muzzle flip, and oversized bolt controls with a beveled loading port for smooth and efficient operation on the line. (franchiusa.com)

CHARLES DALY

The CD Defense Hydra 902 Bullpup/AR combo shotgun features an upper chambered for 3-inch 12-gauge shotgun ammo and attaches to interchangeable lowers—one in a bullpup platform, the other in an AR platform. This uniquely designed combo gives shooters the ability to convert between these two very popular platforms. The barrel length is 18.7 inches and is covered by an aluminum barrel shroud with a top and bottom Picatinny rail perfect for mounting optics and accessories in addition to the already attached angled fore grip. The Hydra 902 features Beretta/Benelli Mobil choke threads and includes three choke tubes (IC, M, F). Both lowers are equipped with an adjustable comb and a generous rubber recoil pad. The Hydra also includes adjustable flip-up sights along with two five-round magazines. (charlesdaly.com)

MOSSBERG

Turkey hunters will see four shotgun combinations specifically designed for them this year. These new turkey/optic-ready combos in three gauges offer hunters improved eye alignment and faster target acquisition. Designed with receiver cuts that accept low-profile direct mounting of Shield RMSc-pattern sights, each shotgun also comes outfitted with a Holosun HS407K micro dot sight for straight-out-of-the-box hunting convenience. Model 500 versions will be offered in .410 bore and 20 gauge. In addition, the stock on the Super Bantam uses one-inch spacers to extend length of pull from 12 inches to 13 inches. The 835 Ulti-Mag is available in 12 gauge. It also features an overbored barrel designed to reduce pellet deformation and help create uniform, dense patterns. The new 940 Pro Waterfowl Optic Ready model is a 12-gauge 3-inch autoloader that features a 28-inch AccuChokecompatible vent-rib barrel equipped with a HiViz CompSight front fiber-optic sight. An extended X-Factor Modified choke tube and flush Full and Improved Cylinder chokes are included. Metal surfaces (receiver and barrel) wear a weather-resistant Cerakote finish in Patriot Brown, which naturally blends with

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PRODUCT FEATURE

GUNS

the Mossy Oak Vintage Shadowgrass camouflaged stock and forend. Rounding out this package is aggressive Mossberg signature texturing on the forend and stock; sling swivel studs; 5-round capacity; opticcut receiver; drilled and tapped receiver; and ambidextrous safety. SRP: $1,210. The new 940 Snow Goose Optic Ready is available in two versions—one with a 13-shot capacity (for areas where capacity is not restricted), the other with a five-shot capacity. Both are 12-gauge 3-inch fowling shotguns with 28-inch barrels. The vent-rib barrel is topped with a HiViz CompSight front fiber-optic sight and comes equipped with an extended X-Factor Modified and flush Full and Improved Cylinder choke tubes. Battleship Gray Cerakote finish is featured on the receiver and barrel with complementing TrueTimber Viper Snow camouflage covering the stock and forend. Other features include aggressive Mossberg signature texturing on the stock and forend; sling swivel studs; opticcut receiver; drilled and tapped receiver; and top-mounted safety for ease of use by right- or left-handed shooters. SRP: $1,285. (mossberg.com)

RETAY ARMS

Turkish manufacturer Retay Arms released a new semi-auto 20 gauge that brings modularity normally associated with rifles to the shotgun category. It’s called the Gordion Compact. The Gordion Compact has a choice of 24- or 26-inch barrels. While the frame is full size, it’s shipped with a shortened stock that includes adjustable length of pull. Adjustments can be made with a screwdriver, adding or subtracting .25-inch shims from the buttstock. Length of pull ranges from 12.5 to 13.5 inches. The stock, purchased separately, can also be changed out for a full-size. There are no plastic components in the Gordion Compact’s receiver, trigger, or trigger guard, and the shotgun is outfitted with Retay Arms’ Inertia Plus bolt system that prevents out-of-battery malfunctions and is quieter than most. Seven finishes, including several camo patterns, are offered. SRP: $899-$999. (retayusa.com)

SAVAGE ARMS

The Stevens 560 line consists of semi-auto scatterguns made with hunting in mind. The new line includes full-size and compact models, all in 12 gauge. Barrel lengths are 26 or 28 inches. Three chokes are included. The barrel is hard chromelined. Other features include a lightweight aluminum-alloy receiver, manual safety in the trigger guard, oversized controls, and a raised ventilated rib with mid-bead rear sight and fiber-optic front sight. The stock is Turkish walnut. SRP: $499. (savagearms.com)

handguns DICKINSON ARMS

The 1911 pistol is the gold standard by which all semi-automatic pistols have been judged. The simple, yet elegant design has withstood years of development and still reigns supreme to many shooters. Dickinson Arms’ new ADAM Series of 1911s, available in both 9mm and .45 ACP, are made with exemplary craftsmanship and attention to detail.

The Standard 1911 boasts a forged steel barrel, slide, and frame. The 9x19mm Parabellum models have a 4.37-inch-long barrel, an overall length of 7.87 inches, and a nine-round capacity; .45 ACP models have a 5-inch barrel length, an overall length of 8.5 inches, and a seven-round capacity.

These models are available in a blued finish or a satin chrome finish, both with a synthetic grip.

The Premium models come in a wide range of specialized finishes. The Fireball model has a case-hardened blued finish; the Rainbow model has a finish that changes colors as you change the angle as you hold it. The American Eagle model has a blue-and-gold-finish with a beautiful bald eagle design. All of the Premium models come with wooden packaging options and are customizable. (dickinsonarms.com)

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EUROPEAN AMERICAN ARMORY

The Girsan Witness 2311 is a double-stacked 1911 built to compete at an affordable price. This state-of-the-art semi-automatic pistol boasts a sleek design with ergonomic space-age grips, optic-ready slide (RMS/RMSc), accessory rail, multiple barrel lengths, calibers, and model configurations. In an industry where quality often comes at a premium, the Witness 2311 stands out as a true game-changer. EAA and Girsan understand the importance of providing high-quality firearms accessible to a wider audience, and that’s why the Witness 2311 is priced competitively at a starting price of $999. (eaacorp.com)

FN

FN has expanded its rimfire interpretation of their popular 509 platform. The 502 is chambered in .22 LR and is now offered as the 502 MRD, a sporty, optic-ready, singleaction gun made for extended range practice. Its package includes two 10-round magazines and plates for mounting most brands of micro optics. Conveniently, most 509 holsters are also a fit for the 502 MRD. SRP: $469. On the larger side of the spectrum, FN released what they call “big bore” choices of the original 509 design. The 510 MRD is chambered in 10mm and has 10- and 15-round mags. The 545 MRD is chambered in .45 ACP, also with 10- and 15-round mags. Like the 509, these are polymer-lower, striker-fired designs with 4.1-inch barrels. Available in black and FDE. SRP: $919. (fnamerica.com)

LONE WOLF ARMS

Lone Wolf, a longtime supplier of upscale Glock aftermarket parts, has released a new line of Glock 19-inspired 9mm pistols called DUSK19. The DUSK line integrates the company’s extensive experience in satisfying performance and aesthetic demands into a compact, striker-fired platform. Lower third co-witness tritium sights are included on the optic-ready slide. Four slide colors are offered. The PVD-coated barrel is 416 stainless steel, and the 19-degree grip angle and interchangeable swells offer intuitive point-and-shoot handling for most shooters. The DUSK19 also sports a trendy flat-face trigger. This gun weighs in at less than 20 ounces for easy EDC. SRP: $649.95. (lonewolfdist.com)

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PRODUCT FEATURE

GUNS

ROSSI

Rossi could be credited with the most unusual offering of the year. The break-open, hammer-fired, singleshot handgun, the Brawler, is chambered in .410/.45 LC. Front and rear sights are included on the nineinch barrel. Despite its near-gargantuan size (14 inches long and 38 ounces), Rossi set the Brawler up for ease of use with a thick rubber grip and a Picatinny rail that allows attachment of the optic of choice. Its steel receiver with polymer overmold is finished in black oxide. This is a big handgun for a small price. SRP: $239. (rossiusa.com)

SMITH & WESSON

The M&P Magnum is a welcome addition to the manufacturer’s M&P line. This full-size, polymer-lower handgun has a 4.35-inch barrel and internal hammer-fired operation. The enjoyment of shooting low-recoil but powerful rimfire rounds can go on and on with the M&P’s 30-round magazine. A slim and textured grip and fully ambidextrous controls mean the whole family can shoot this one. A flat-face trigger, accessory rail, and optic slot make this a thoroughly modern .22 WMR. SRP: $649. S&W kept up the theme of small-and-fast caliber releases when they announced a new color choice to their M&P 5.7 Pistol. It’s a two-tone with a flat dark earth frame and black Armornite slide. This gun has an internal hammer and S&W’s trademarked TEMPO barrel system. In the firing sequence, the barrel cams open only after the bullet has passed the ejection port. This new technology and modern features—such as a rail, optic capability, and ambidextrous slide lock—make this gun a lightweight alternative to a varmint rifle. SRP: $719. Larger calibers were not forgotten

by S&W. They supported the renewed interest in the 10mm cartridge by releasing a new line extension of their M&P Performance Center 2.0 pistols. This one is ideal for target shooting or hunting, with a substantial 5.6-inch ported barrel and two 15-round magazines. SRP: $749. (smith-wesson.com)

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STOEGER

For 2024, Stoeger expands its rugged and reliable STR series of polymer striker-fired pistols with the all-new STR-9 Combat X. Tested in excess of 10,000 rounds of continuous fire without failure, it is built to meet or exceed international military specifications. The STR-9 Combat X is a mid-size handgun, chambered in 9mm, with a straight-grip front strap and ambidextrous slide release. It comes with all the features of the Stoeger STR-9 Combat, including an enlarged mag well, fiber-optic sights, optic-ready slide, and a threaded muzzle. (stoegerindustries.com)

TAURUS

The GX4 Carry is a new higher-capacity (15+1) variant of the company’s popular 9mm GX4. Other new additions include an accessory rail, a grip with a single finger groove, 3.7-inch barrel, and the company’s TORO optic-ready slide. Interchangeable backstraps and a flat-faced trigger are still in the package in this enlarged interpretation of the GX4.

It should make an ideal choice for home defense or carry for anyone who can conceal its still-compact but comparatively larger dimensions. SRP: $504.99. (taurususa.com)

UBERTI

The Old West meets the modern hunting woods with a new line of 1873 Hunter six-shot revolvers. Based on the classically styled Uberti 1873 series models, these revolvers—available in .45 LC and .44 Magnum chambers—add top-mounted Picatinny rails for easy scope or electronic optic integration. (uberti-usa.com)

WALTHER

Crafted with a balance of function and performance-based firepower, the new polymerframe PDP Match 9mm performance duty pistol is the epitome of durability, endurance, and precision. The rust-resistant, full-size polymer frame is capable of withstanding high temperatures to support firing endurance. The larger-capacity magazine, along with an aluminum mag well and base pads, brings efficiency to magazine changes. Add in the tenifercoated slide adorned with strategic slide cuts and the result is a sophisticated, lightweight, optics-ready handgun. Walther has also launched a steel-frame version designed to endure harsh conditions while delivering superior results. (waltherarms.com)

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APPEAL

TIME-TESTED

The classic design of the 1911 lends itself to seemingly infinite variations, all of which enhance its enduring popularity.

by Richard Mann

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L

 Like Kimber, Springfield Armory has made the custom 1911 common. They offer a variety of 1911s with features once only available from a custom builder.

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TIME-TESTED APPEAL

On

February 14, 1911, patent #US984519A was issued to John M. Browning. It detailed the pistol that would come to be known as the 1911. Just a month later the United States Army

adopted this handgun as its service pistol. According to the National Rifle Association, more than 55 Medals of Honor have been presented to American servicemen who demonstrated extreme bravery and courage while carrying the 1911. It’s estimated that nearly three million 1911 pistols have served our flag.

That’s enough to make any firearm an American icon. But while some claim the 1911’s esteem hinges largely on it helping win two world wars, our troops used the ’03 Springfield to win WWI and the M1 Garand to win WWII. Those guns are now mostly considered antiquated relics.

Not the 1911; 113 years later it remains arguably the most popular pistol in America. Yeah, there are other old guns still being made, but not to the extent of the 1911. Currently, more than 30 manufacturers are turning out 1911s. The reason the 1911 has survived the onslaught of double-action, strikerfired, high-capacity, and polymer-framed pistols is much simpler than its iconic history.

The 1911 has endured because it works. It’s a very rugged and durable design that fits the hands of most shooters, points naturally, and is accurate and reliable. It can be, and has been, used effectively for duty, service, personal protection, competition, and hunting and has even morphed into compact, subcompact, and high-capacity configurations. The design is compatible with the most popular pistol cartridges and (this is important) it’s

 Though still available and desirable to some, the no-frills 1911 is largely a thing of the past.

ideally engineered to facilitate simple and complex customization by virtue of today’s CNC and EDM manufacturing.

REFINED APPROACH

Forty years after the introduction of the 1911, Colt introduced a 4.25-inch barreled 1911 with a lightweight aluminum frame called the Commander.

About 25 years later Detonics introduced the Combat Master, which was a 1911 with a 3.5-inch barrel and a shortened grip frame. This ultimately led Colt to introduce the 3.5-inch-barreled Officer’s Model in 1985. These compact and subcompact 1911s would eventually become just as popular as the original 5-inch 1911.

As with most all military arms, the Army’s selection of the 1911 made it popular. But it wasn’t until

 Custom builder Wilson Combat offers “package” guns such as this X-Tac Supergrade that dealers can stock. Available in Full-Size, Commander, Professional, and Compact versions.

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the early 1960s when the 1911 began to be tweaked by custom gunsmiths that it really established itself as one of America’s most prominent pistols. In its original form, the sights, which were small and unremarkable, were the primary weakness of the 1911.

King Gun Sight, Armand Swenson, and Pachmayr, pioneers all, began installing better sights. They also checkered the front strap, modified the grip and thumb safeties, tuned the trigger, and of course, finetuned the action for reliability and accuracy.

Entwined in all of this was a former Marine named Jeff Cooper. Initially, with his South West Combat Pistol League, later through his writing for gun magazines, and ultimately as the founder of the American Pistol Institute (now Gunsite Academy), Cooper helped vault the 1911 to its current iconic status. He believed “… all the 1911 really needs are a trigger that you can manage, sights that you can see and a dehorning job.” These custom modifications were reflected in the Colt 1911 that became the Gunsite Service Pistol.

Other custom makers took note of what King, Swenson, and Pachmayr were doing and what Cooper was saying, but they went even further, refining every aspect of the 1911. But no one did it more so than Bill Wilson. In the early 1980s Wilson, an Arkansas watchmaker and shooter, began offering custom 1911s that quite frankly changed the game.

In addition to building custom 1911s, Wilson began manufacturing custom 1911 parts so other professional and even garage gunsmiths could more easily customize 1911s. Wilson also crafted exceptional 1911 magazines.

His company, Wilson Combat, is now the largest manufacturer of custom 1911 handguns and 1911 parts in the world. Their pistols are considered the finest examples of the 1911 available anywhere. But even that wasn’t enough. In 2017, Wilson Combat introduced the EDC X9 pistol. This modernized 1911 did away with the sometimes-cussed grip safety and increased the pistol’s capacity with a double-stacked

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TIME-TESTED APPEAL

magazine. The idea was so innovative it inspired Kimber to introduce a similar 1911 in 2023 that they call the KDS9C. But there’s more to Kimber than just this newest iteration of the 1911.

While Wilson Combat was turning out packaged and individually customized 1911s as fast as they could, nearly two decades ago Kimber realized doing something similar at a mass-produced factory level could have immense appeal. Kimber began offering factory-stock 1911s with various collections of common custom features and finishes at half the cost of what was then thought of as a “custom” 1911. They also wisely applied this innovation to the compact and subcompact 1911 models. Other manufacturers, such as Dan Wesson, Smith & Wesson, Ruger, and Springfield Armory, began doing the same. Today the pistol that started all this looks very different than the one corporal Alvin York or second lieutenant Frank Luke were carrying when they stepped into Medal of Honor history.

CUSTOM PACKAGES

 Kimber’s newest pistol is a modern 1911 inspired by Wilson Combat’s EDC-X9.

Consumers today can have anything they want when it comes to the 1911. They can go direct to Wilson Combat, Novak, or a host of other custom 1911 builders and have a one-of-a-kind pistol created. But just like back in the 1980s and 1990s, wait times can

be long. Alternatively, consumers can purchase a custom “package” gun with the most desirable custom features direct from one of these makers or even from dealers. Because Wilson Combat and other custom builders now have lucrative dealer programs to put high-quality custom 1911s under the glass in gun shops, the high-end custom 1911 is more accessible than ever. Prices generally start at around $2,500 and can exceed three times that much.

The less expensive and more available alternative is to go with a modern factory 1911 that’s been tricked out with a host of popular custom features like Novak sights, beavertail grip safeties, ambidextrous thumb safeties, unusual checkering and slide engraving, checkered grip frames, and a wide array of finish types and colors. Also, just like with the full-custom options, many of these pistols from companies like Kimber and Springfield Armory are offered chambered for either the 9mm Luger, 10mm Auto, or .45 Auto. Prices usually range from around $1,000 to $2,500.

AFFORDABLE ALTERNATIVES

SDS Imports is a Tennessee-based company that works with Tisas of Turkey to import a wide variety of 1911 pistols. Following the blueprint established

by Kimber, you can find a Tisas 1911 in just about

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any configuration. They offer originally styled 1911s and highly refined-looking compact 1911s with all the usual custom tweaks. Taking advantage of the low labor costs overseas, these are very affordable and well made. Tisas even offer a builder’s kit that includes every part–many of which were once considered custom only–needed except the frame. Prices start at about $400. Though some say this latest alternative is driven by renewed interest in the 1911, 20 years ago Jeff Cooper wrote, “People who write about the ‘comeback of the 1911’ do not seem to be aware that it has never been away.”

CLASSIC APPEAL

Today, what is and what is not a custom 1911 is a very blurred image. The custom makers that built their brand by providing tuning and alterations are now manufacturers turning out complete pistols using frames, slides, barrels, and other parts they make in house. Non-custom manufacturers are doing the same thing; the differences are generally the quality of the materials, fit and finish, and accuracy and reliability. You generally get what you pay for with a 1911, but today even affordable 1911s are good 1911s. Modern machining techniques are amazing and have turned what was once custom into common.

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I asked Bill Wilson why he felt that the 1911 has reigned as America’s pistol for so long, especially when competing against more affordable and modern polymer-framed pistols. “The 1911 is a classic and people just like classics whether it's guns or cars,” he told me. “Just look at a 2023 Camaro, Challenger, or Mustang. Other than that, the 1911 has a long history of shootability and durability that no other design can match. There are a lot of gun people that just aren't overly excited with polymer guns and prefer traditional metal-frame guns. I'm certainly one of those.”

To be relevant to their customers, dealers must sell 1911s, and the best approach is probably three tiered. Examples of high-end custom guns, such as those available from Wilson Combat, Nighthawk, and Republic Forge, need to be under the counter glass. But just as importantly, factory 1911s, like those from Kimber that emulate what the big-name custom shops are tuning out at half the price, need to be beside them. And finally, less-expensive 1911s like those from Tisas offer shooters a great, custom-like 1911 at a very affordable price.

The theory of evolution is one of the fundamental principles of biology. It claims that distinguishable differences are due to modifications in successive generations. Evolution perfectly describes history of

 Wilson Combat’s SFX9 is a customized and modernized 1911.

the 1911. Through customization and modern manufacturing techniques, the 1911 has evolved from a very workmanlike service handgun to a highly refined pistol of seemingly infinite variations, in varying levels of quality, and at price points every American can afford. Its appeal is so extraordinary, owning only one never seems to be enough.

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Women Want What

by Mia Anstine

Prior assumptions about what a woman customer wants in a firearm is no way to begin a sales pitch. Here’s how to avoid some of the more common pitfalls.

I

sn’t it interesting how we come to know what we know, but don’t know what we don’t know?

So, how do we think we know what someone else wants or knows? Read that again. Is the above statement confusing? It's intended to work your mind because our teams need to think and do work when determining the needs of our customers, especially regarding what women want.

How do you know what women want when they walk into your store?

Although we often think we know the desires of others, stifle that notion until you learn key details. According to a recent study from Harvard University, a whopping 42 percent of all gun owners are women. That’s double the percentage from a decade ago. When it comes to women gun owners, you must understand that they’re from different walks of life, have various reasons for owning guns, and have diverse experiences with firearms. Your shop needs to connect these women to the items on which they want to spend money.

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PHOTO COURTESY OF ARMED AND FEMININE

 Kelly Ann Pidgeon of Armed and Feminine at the gun counter. Don't assume what a woman wants. Instead, ask questions to help her make the right decision for her needs.

Ensure your store tops the customer care role for women by avoiding critical mistakes. When surveying numerous women about their experiences in gun stores, the primary grievance was that the person behind the counter didn’t acknowledge them. And, if they happened to be accompanied by a man, the clerks addressed their male counterparts first. A big mistake is assuming that women are less knowledgeable or incapable regarding firearms, thus looking for the “more educated man” behind them.

Thinking that a woman doesn’t know firearms indicates bias, which no one likes to discuss. Bias is something we all have, but biases hinder good decision-making and cause missed sales opportunities.

And since you don’t want to miss out on sales, let’s dig into this and other important issues as you work to sell to women.

Conditioned bias refers to the subconscious or automatic prejudices and stereotypes that individuals develop based on their past experiences, cultural influences, and societal norms. When looking at your team, CB manifests as preconceived notions about customers' preferences, needs, and behaviors.

When I interviewed a Maryland gun store clerk he told me, “When a woman who’s never owned a gun before comes into the store and tells me that she wants to buy a Judge, I immediately know that she’s

We started as an unknown company with one ability: to produce ammunition to an extremely high standard.

From that we developed a reputation, a reputation we have to live up to every day.

www.black-hills.com

TO LOCATE A DEALER NEAR YOU, PLEASE CALL 800.568.6625

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asks, “Is there something in particular that you’re looking for?”

Overcoming CB in sales interactions involves a combination of self-awareness, active listening, empathy, adapting sales strategies to individual customer preferences, and having an adequate inventory. CB isn’t the only blunder. Make sure you know what other mistakes could be costing you sales. Below are five more critical mistakes.

THE COLD SHOULDER

Failing to acknowledge a customer violates Sales 101. Remember to smile and say “hello” to anyone who walks through the door, no matter how busy you are. If you’re busy with another customer, an acknowledgement such as “Hello, I’ll be right with you” will go a long way. You must follow that up by making good on your word.

PHOTO BY MIA ANSTINE

out of her league.” Instead of assisting her in acquiring the product she wants, they steer her to something they think is more appropriate.

If you look solely at “Judge” and “new gun owner,” you're missing details of the customer’s experience with firearms and her goal with this type of gun. She may have grown up with guns, shot competitively, hunted, demoed a friend’s firearm, or wants something like this for self-defense.

Assumptions and recommendations that may not align with the lady’s true desires will hurt your bottom line, so avoiding bias and stereotypes is essential.

“Don’t try to down-sell me a firearm that I don’t want because I’m womanly framed,” says competitive shooter and hunter Ashley Fleming. “If I ask to see a specific model, don’t immediately steer me in the opposite direction because you don’t think I’ll like what I asked for.”

Judging a book by its cover can lead to a missed opportunity to build trust and loyalty with the lady customer. When I visited with Cara Irene, a customer service representative at Gaylord’s Guns in Andover, New York, the associate indicated that she greets each customer that walks through the doors of their shop the same, regardless of whether they’re men or women. Next, Irene says she consciously tries to learn what the patron wants and

 Women training at the Girls with Guns Ruger Rendezvous. If possible, pair with a local shooting range where women customers can gain experience with their purchases.

SIGN UP TO BECOME A PARTICIPATING FIRST SHOTS® HOST RANGE.

OPEN THE DOOR TO NEW SHOOTERS AND GREATER REVENUE FOR YOUR RANGE.

Put the combined support of the firearms industry and the outreach power of the National Shooting Sports Foundation® to work for you. It’s simple, easy, and — when studies show 92% of new shooters return for more — it’s a powerful way to deliver a steady stream of new customers to your range.

Sign up at FirstShots.org today.

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TYPECASTING

A salesperson who puts each customer into a pre-determined box would be considered a “typecaster.” Rather than making this mistake, consider your role as a salesperson who gathers knowledge and then shares it in return.

BEING OVERLY INDEPENDENT

Being independent and self-motivated is an attribute that looks good on a resume. However, knowing when to ask someone for help is another essential quality. If you’re tied up with something and unable to help or not connecting with a customer, know when to call for reinforcements.

LACKING EMPATHY

If you don’t set a priority on understanding a customer’s needs, you can’t get them what they want. That simply ensures you won’t gain her trust. That is a sales killer.

UNINFORMED

Not knowing your products, new products, or current trends is a disservice to your clientele. The good news is you’re reading from the right source to stay updated on everything in our industry.

WHAT YOUR SHOP CAN DO

Offer a diverse range of products and avoid limiting product options to so-called “women's guns” with pink accessories or reduced-caliber firearms. Ladies have varied interests and needs, so it's crucial to stock a wide range of firearms and accessories to accommodate different preferences.

When looking at your inventory, add items that women will need. Focus on functionality rather than concentrating on aesthetics. One way to convert that want into a need is to work with her as she decides.

Prioritize education and training at your location. Make sure that you know the latest and greatest innovations and what makes a new product or feature “made for a woman.”

When she comes to the counter seeking a new firearm, you can explain how a cant or rise might help make her more comfortable and shoot better.

Although women, such as Ashley Fleming, will come to your store having already researched and knowing exactly what they want, others may need help homing in on the item that will satisfy them most. To begin, ask questions designed to find out the intended purpose of her purchase.

The best way to help the newbie choose a firearm and recognize what qualities are priorities is to ask her questions. Cara Irene starts from scratch with this type of customer.

She asks lots of questions, “Do you like the feel of this one? Do you like the weight of it?”

You can add to this list as you see fit while interacting with the customer. Some added examples are, “How does the grip feel?” “Can you reach the trigger?” and “How does the slide feel?”

Prioritize the functionality and suitability of firearms for the intended use. If the length of pull is too long, or if they can’t rack the slide, they’re likely to be unsatisfied with their purchase. They'd be equally disappointed if they wanted something capable of shooting bird shot yet ended up with a .45.

ADD-ON SALES FOR YOUR SHOP

Women may have concerns about recoil management, gun fit, and concealed-carry options.

Be prepared to address their needs and offer appropriate solutions, including accessories, gunsmithing, and classes.

Carry various holster options. Experienced women shooters have drawers full of holsters,

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Available with a 3.5/40 MOA Bullseye or 10 MOA Triangle reticle

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PHOTO BY MIA ANSTINE

which they swap out depending on their outfits or the occasion. Add buttpads and cheek risers to help get the perfect fit for their rifles.

If you have the facilities, offer classes and a means to demo the firearms. Women newer to guns or experienced shooters looking to enhance their skills will appreciate the opportunities. You can also partner with reputable instructors for referrals and connect with local women's shooting groups and organizations so you have a place to point the new shooter for additional help in learning how to use her new gun.

Finally, a gun purchase can be an investment for some women. They'll be willing to spend extra money for gunsmithing and customization. If your store doesn't have the means to customize, build that relationship with a quality gunsmith.

By fostering a welcoming environment, diversifying product offerings, and prioritizing education and training, you can tap into the women’s market and build enduring relationships based on trust and expertise.

 The author sighting in a hunting rifle. Experienced woman hunters know exactly what they want in a rifle. Treat them accordingly, and they will reward you with accessory purchases.

INDUSTRY KNOWLEDGE CLOSE AT HAND NSSF’s SHOT University™ Online is a one-stop e-learning platform for firearms retailers and ranges.

On-demand and free for NSSF® members, this library of interactive online courses provides a deepdive on critical topics ranging from compliance and regulatory issues to operational guidance and business improvement for both business owners and employees.

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by robert a sadowski W H AT ’S SELLING

WHERE

County Guns, Coeur IDEast d’Alene

Firearms, NMIntegrity Albuquerque

COBighorn Firearms, Denver

MI

IN

ammo is available except for .410.

Located a few miles from the Washington state line off Interstate 90, this retailer keeps over 1,000 firearms in stock along with a wide variety of home defense and hunting guns. Post-Christmas sales for this retailer typically focus on .22s and knives, but this year it has been all about the rifle.

“It has been a remarkably busy winter with varmint bolts and MSRs. Not sure why we’re so busy, but I would say it’s brisk,” said counter salesman Noah Jenkins.

On the bolt-action side, Seekins Precision is the leader. As for the MSR platform, it has been PRC and Ruger 556 all down the line.

In handguns, Glock 43Xs and Sig Sauer P365s are moving steadily. Jenkins also said that 1911s are still in high demand.

Ammo stocks are good at this location, including hard-to-source .410. This retailer looks for a strong 2024, especially in the rifle category.

MG Kelly’s Guns, Middleville This small western

Michigan retailer keeps roughly 200 firearms in stock with an emphasis on home defense.

Handguns are the bread-and-butter stock for this retailer. This season is seeing high numbers of Glock 43Xs and Sig Sauer P365s go out the door. Other strong turns are going to Taurus 1911s.

While some retailers have disdain for transfers, MG Kelly embraces them. “We are at a $20 transfer charge, and I’m considering lowering it back to ten bucks. Every transfer is a chance at a new customer and a view into what’s selling and what’s hot. It’s rare I don’t sell a gun to a new transfer client,” said owner Tim Kelly.

Other trends include increasing traffic on MSRs. Palmetto State is garnering four out of five turns. Tactical shotguns are just starting to pick up, primarily Turkish pumps.

Ammo stocks are good at this store. However, this retailer is aggressively purchasing for the coming year.

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This New Mexico retailer is seeing rifle sales holding steady with substantial turns on boltaction models. High demand continues for Remington 700s, CZs, and Tikkas. The most popular calibers are a mix of .308 and 6.5 Creedmoor. Sales of MSRs continue to move with ZRO Deltas and Smith & Wesson M&P 15 Sport IIs. “Our rifle season in the last two years has started in mid-summer and doesn’t stop until April. This is due in part to the holiday packages we promote on into varmint season. It just stays on the minds of our customers,” said counter salesman Jerry Roach.

Additional quick sellers at the handgun counter include Glock 43Xs, 19s, and 17s.

Since the first of the year, Sig Sauer P365s have also posted high numbers. Ammo stocks are high at this establishment, including the elusive .410 shotgun shells.

Muncie Guns, Muncie Keeping

over 300 guns in stock, this home defense, law enforcement, and hunting retailer keeps two employees busy in about 1,000 square feet of retail space. Sales of MSRs have been flat, mainly because the retailer is not looking for the low-end turn. “It has been super slow on MSRs; we’re selling just one a month. I just haven’t catered to the low-end rifle manufacturers because of the lower profit margins. At least when we turn an HK or a Daniel Defense, we do make money,” said manager Joshua Hellberg.

Although MSR sales are stagnant, handgun sales are brisk. This retailer turns Sig P365s and Springfield Armory Hellcat Micros almost daily. Shotgun sales have been slower since fall. This counter has several Remington 870 Expresses on the rack.

“Turkey season is coming. In the meantime, we offer great deals on scope mounting to encourage our off-season traffic. We always pick up when tax-season refunds start,” said Hellberg. The store reports that all

This busy metro retailer stocks a large inventory of hunting rifles, MSRs, and handguns. It’s located just off I-25 in the University Hills area. Handguns are making solid turns for this retailer, and large numbers of Glock 43Xs, 19s, and 17s are heading out the door. Sig P320s and CZ P10 Cs are also selling well.

As for sporting rifles, the store expects Bergaras, Remington 700s, and Ruger Americans to move through the late winter months. The most popular calibers are .308, 6.5 Creedmoor, and .300 Win. Mag. Averaging several a week, sales of MSRs are strong.

The numbers are split evenly between models from Radical Firearms, Daniel Defense, and higher-priced Noveske Rifleworks.

“Our rifle sales continue to be nearly year-round with the demands of western precision shooters. They like to shoot, they love their gear, and they are willing to try anything that can improve their experience,” said counter salesman Jake Brewster.

Guns & Ammo, NESanne’s Tilden

This northern Nebraska retailer displays 1,500 firearms and keeps a large inventory of ammo and shooting accessories. MSR sales are brisk at this store with varmint season keeping demand high.

“I know most stores are slow, but we sell a ton of MSRs from Great Lakes Firearms.

They come in a large variety of colors and shoot exceptionally well for their price point. Our varmint guys love them,” said partner Mike Sanne.

Other fast-moving rifles include Savage Varmints, Tikkas, and Ruger Americans. The most popular calibers are 6.5 Creedmoor and 5.7x28.

Handgun sales are steady. Glock 43Xs, Smith M&P Shield EZs, and Taurus G2 and G3s are attracting the lion’s share of attention. Sanne said international demand for ammo could negatively impact his inventory.

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by peter b . mathiesen

MEJTburnReid’s Gun Shop, Au-

Located north of Portland, this smaller store sells a mix of archery, firearms, and cigars. Known for their eclectic inventory, this New England retailer keeps an average of 1,000 guns in stock. Sales have been unusually busy, yet not as seasonal, as many shops experience. “We sell just about any gun you can imagine and are focused on trying to find what our customers want.

While we certainly turn many traditional and popular guns, our customers know they can find anything right here,” said manager Jamie Pelletier.

Handgun sales are on the rise with a mix of Glock 43Xs, 19s, and multiple Kimber Micro 9s. All are steadily moving in the highest slots. Smith wheel guns are in particularly high demand, new or used.

Beretta A300 shotguns and several used side-by-sides are turning. There is also high demand for Henry lever actions in .22. However, MSR sales have been very slow for the last few months.

TN

Goodlettsville Gun Shop, Goodlettsville This indepen-

dent retailer is located just north of Nashville, and it stocks a large inventory of hunting and home defense firearms. They also offer gunsmithing and transfer services. Handgun inventories are strong. Glock 43Xs and Smith & Wesson M&P Shield Plus hold the highest numbers. Other fast movers include Ruger LCPs and LC9s.

Although sales of MSRs have slowed, this store started the year with new inventory.

“While we don’t like to discount our year-end inventory, we’ve learned that turning it over is an important part of bringing new product into the store. So right now, our MSR stocks are low,” said owner and partner Phillip Arrington.

Shotguns are starting to pick up with a mix of classic Remington 870s and Mossberg 500s. “For this early in the year, there’s a great deal of turns for high-end shotguns.

However, we continue to upgrade shooters to higher-grade semi-autos.”

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Deer firearm season is long over, but varmints are still on the prowl; as a result, this shop is still selling a handful of Browning X-Bolts and Ruger Americans in .243. This retailer also reports excellent stock in ammo and good inventories for reloading powder and primers.

ing at an average of four per month. Sales of home defense shotguns have held steady with most turns going to Emperor MXP12s.

This store reports solid ammo inventories.

NY Louie’s Gun Shop, Bath

This eastern Pennsylvania retailer sits close to northern New Jersey and specializes in home defense and law enforcement sales. While sales have slowed slightly, they are becoming more annually consistent. “We certainly see highs, lows, and seasonal trends in customer demand, but this year has been steadier. If this is the new normal, I’ll take it,” said owner Brian Gallagher.

At the handgun counter, Taurus G3s and G2s are leading the pack. Meanwhile, Hellcat Micro 3s and SCCY Gen 3s have been particularly strong.

Led by Palmetto Armory, MSRs are mov-

Located in the central Finger Lakes region of upstate New York, this small-town gun shop keeps more than 400 firearms on the shelf with four employees. In business for more than 23 years, they specialize in hunting and home protection.

Deep cold and snow has not affected this shop’s traffic. Handguns and sporting rifles lead the way with better than average turns during the late winter. Handgun sales are strong with Kimber Micro 9s, Glock 43Xs, and Sig P365s in the top slots. Rifle sales are holding steady. Since the close of the late deer season, there has been a high demand for Henry .30-30s. Ruger 10/22s remain in demand. Marlins are on backorder.

Ammo stocks are decreasing, and this has created some concerns for 2024.

GA

Super Black Eagle 3s. Ammo inventories are better, though some shotgun loads are difficult to source.

Guns LLC, PA Gallagher Cresco

Deaton’s Gunshop, Loganville Carrying a mix of hunting

and home defense firearms, this north-central Georgia gun store is a family-run business with about 1,000 firearms. Deaton’s prides itself on hunter education, customer service, and competitive pricing.

High early-season sales at this location is a good indication of strong inventory. “We’re busy for pre-spring, and it’s a nice mix of less-seasonal sales. We have a lot to sell right now, and our customers are responding well,” said owner John Deaton.

Top-selling handguns include the Taurus G2c and Shield Plus. Glock 43Xs are also moving well. Sales of MSRs have slowed to about two a week with a wide mix of Hi-Point 995 carbines, M&P Sport IIs, and a higher number of .22s than usual. A few Tikkas and Ruger Americans in 6.5 Creedmoor and .308 are also going out the door.

With turkey time arriving in April, this retailer is already turning good numbers of Stoeger M300s as well as a few Benelli

Gun Works, NCGranville Creedmoor

Resting just north of the Raleigh-Durham corridor, this smalltown retailer keeps about 500 firearms in stock with three employees. The store specializes in hunting and home defense.

Handguns are ruling the new year with high numbers of Glock 43Xs, Ruger Security 380s, and Taurus Judges turning heads.

With turkey season just around the corner, this retailer is turning strong numbers of Stevens 301 turkey guns in .410. “We can barely keep these guns in stock. Loaded with HEVI-Shot shells, this gun-and-shell combo is turning our area upside down. It’s something different, especially for the experienced hunter,” said owner Josh Allen.

Sales of MSRs are slow. This retailer’s turning one price-sensitive rifle from Del-Ton and Radical Firearms per week.

MARCH/APRIL 2024 ❚ SHOT BUSINESS ❚ 43

2/5/24 10:25 AM

NEWPRODUCTS 2

MYSTERY RANCH

GUNFIGHTER ARMOR ATTACH PACK

The Gunfighter Armor Attach Pack is a compact, versatile assault pack designed for use over armor. It can be directly mounted to armor or worn as a standalone backpack and mounts to body armor in two different ways: via the set of Vislon zippers on the pack for quick attach or using the adapter strips if you have MOLLE/PALS on your armor. As a backpack-, zipper-, or MOLLEmounted pack, you can carry mission-critical gear without compromising agility or comfort.

The pack itself offers a zippered top pocket for swift access to essentials like a tourniquet, batteries, or a headlamp. Its side-access pockets are tailored for spare AR and pistol magazines, as well as a smaller water bottle, all safeguarded by a zippered flap for no hang-ups on target. The gusseted main compartment accommodates larger gear and features an internal hydration sleeve and a zippered port for cables, antennas, and hydration tubes. A stretchy soft-shell, custom stick-it flap at the back is ideal for storing helmets, ponchos, or outerwear for immediate access. SRP: $425. (mysteryranch.com)

1

LOWA

TIBET EVO

The new Tibet Evo collection includes the Tibet Evo GTX (SRP: $420), available for men and women; the Tibet Evo GTX Hi (SRP: $460), which offers a taller platform and extra eyelets for added stability; and the Tibet Evo LL Hi (SRP: $430), a leather-lined style for challenging hunts in drier conditions. The Tibet EVO collection features LOWA’s Dual Density DuraPU midsole and VIBRAM APPTRAIL DIVO outsole for reliable traction and stability while using I-Lock lacing cam and roller eyelets to separate and equalize the lace tension between the ankle and the top of the foot. The Women’s Tibet Evo GTX is made on a women’s-specific last. (lowaboots.com)

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by slaton l . white

4

J.P. SAUER & SOHN SAUER 100

J.P. Sauer & Sohn, the classic German brand now represented in the United States by San Antonio-based Blaser Group, has gone high-tech with two new precision/hunting rifles called Sauer 100. Within the line are LWT (lightweight) and Pantera XT models, the latter having shorter barrels intended for easier use with hearing-safe devices. Both share several common features like U.S.-made HS Precision stocks, Sauer bolt construction, detachable five-round magazines, adjustable single-stage triggers, and threaded/fluted barrels. Sauer backs these new rifles with a five-shot, sub-MOA guarantee. Chamberings offered are .308 Winchester, 6.5 Creedmoor, 6.5 Precision Rifle Cartridge, and .300 Winchester Magnum.

Base SRP: $1,799. (jpsauer-usa.com)

3

PUMA KNIFE COMPANY THE SGB 4-STAR WOOD

The SGB 4-Star Wood has a 2.8-inch German cutlery steel blade with a traditional lockback and a spine release. It has an overall length of 5 inches and features a Rosewood handle. It is also available in stag and stainless steel. SRP: $72. (pumaknifecompanyusa.com)

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NEWPRODUCTS 6

SUMMIT OUTDOORS

ELEVATOR TOWER, STAIR, AND PLATFORM SYSTEM The universal 8-foot powder-coated steel tower is adjustable in width to accommodate any size blind up to 8 feet in length and up to 6 feet in width. Total load capacity is 1,800 pounds. The tower can quickly be assembled by two people in one hour and tipped up by two to three people.

Hunters can easily get into the blind via a reversible handrail (left- or righthanded), and an angled stair system features treaded steps for improved traction in bad weather. The full Tower, Stair, and Platform System retails at $1,799.99. (summitoutdoors.com)

5

HAYMAN SAFE

MINUTEMAN QUICK-ACCESS SAFE

During a forced entry, when seconds count, you may not have time to get to and open a standard gun safe before the threat is inside the building. But the novel design of the Minuteman Quick-Access personal defense safe provides immediate access to loaded firearms in your bedroom, living room, foyer, or hallway (or anywhere else where you might want quick access to your firearms) while securing the guns safely.

The safe mounts discretely between standard wall studs and features a toplit electronic lock and can be upgraded with a biometric lock system. Once the code (or fingerprint) is activated, the safe is unlocked and the door tilts out (opening from the top). Long guns are stored in a muzzle-down position, attached via quick-release straps to the inside of the door, ready to be deployed.

In the event of a nighttime emergency, the Minuteman features a luminous tape strip surrounding the recessed keypad, for ease of locating it in the dark.

Once opened, an interior motion-sensor light illuminates the safe contents in low- or no-light conditions. SRP: MM 4814E, $795; MM 5020E, $1,040. (haymansafe.com)

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2/5/24 10:27 AM

by slaton l . white

8

REMINGTON RANGE BAG

Range bags allow a shooter to have organized, portable storage for all the gear needed for sighting in or practice. These bags need to be sturdy with lots of space for tools, ammo, gun oil, and all the other needed necessaries.

Remington range bags feature a three-side zippered lid and dual zipper pulls for instant access. Other features include a hook-and-loop padded handle with web straps; front zippered pouch with elastic shell loops; mesh stuff pockets on the sides and back of the range bag; a shoulder strap with an adjustable pad with tack grip interior; adjustable-length heavy-duty swivel quick-release clasps; and an internal, removable divider for customized storage. In addition, the sides of each bag are padded with EPE foam for protection and bag structure. SRP: $54.99. (remington.com)

7

CENTERPOINT ARCHERY AT400 CROSSBOW

Specifically created to provide hunters with the ability to enter into the crossbow market without sacrificing power or performance, the AT400 sports competitive features that redefine the standards in its class. The AT400 delivers a competitive velocity of 400 fps while maintaining an efficient, lightweight design that tips the scales at 7.5 pounds. Crafted with an all-composite rail and stock, the AT400 ensures durability for extended use. Equipped with precision optics in the form of a 4x32mm scope, a 15-inch power stroke for optimal performance, and a compact size measuring 14.5 inches when cocked, the AT400 provides hunters with a versatile partner for various hunting scenarios. The inclusion of a detachable silent crank, adjustable foregrip, roller retention spring, and advanced safety features further solidify the AT400 as a top choice for entry-level and seasoned hunters alike. SRP: $349.99. (centerpointarchery.com)

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THE SIMPLE TRUTH

by miles hall

Talk of the Town

When your store becomes the place to be, everybody benefits.

H

ave you ever noticed how some businesses always seem to have a gathering of folks in them? Have you ever

PHOTO COURTESY OF NSSF

wondered why some businesses attract a strong support team of guests? So, just how does a business become the “talk of the town?”

It begins with spirit. When the spirit is right in your operation, you will attract folks who want to bask in that special light. In our case, that spirit was a welcoming atmosphere where folks could experience the magic, camaraderie, and history of the shooting sports. From the very founding of our enterprise, it was all about growing the sport.

Let’s face it: back then, many gun stores were places that were intimidating for novice shooters. Ranges weren’t any better. We quickly

A store filled with the spirit of the owners and their associates will attract customers who want to share in the good feelings.

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discovered that a store that was inviting, clean, professional, and fun was the place to be. Being a part of that environment made the guests feel welcome, happy, and special. We respectfully answered tons of questions, to the point where our guests felt part of something larger, something that made their life better. It also provided an equally great mind set for our team members, who became teachers, mentors, and friends.

We fell into this without realizing that we were doing it. When Jayne and I first opened back in 1981 the store was, by design, created to deliver a far different retail experience than was standard practice in the shooting sports world. Our model? Shopping malls. Though malls have, for the most part, lost their panache, back then they provided an extraordinary shopping experience. People lingered, enjoying the atmosphere. And when people linger, they open their wallets. We wanted to emulate that, and we wanted to create an inclusive atmosphere that welcomed everyone.

We became so successful with this approach that we began to call our visitors “guests.”

(After all, we did invite them in.) We also hosted events and special gatherings that made a trip to our operation special. Most importantly, we listened to the many suggestions and ideas that our guests gave us. As time progressed, we began to see our guests as family. There was always lots of laughter, storytelling, bragging, training, and mentoring going on, and all this spurred us on to greater heights of success.

Like any new endeavor, we poured resources into advertising. But we found that our guests were our biggest advertisers. Word of mouth is a powerful tool, and our guests were telling their friends to join in the new adventure. This helped grow our audience, and that, in turn, attracted a wider range of guests, all of whom helped cement our store as “the place to be.”

This gave us the opportunity to meet and spend time with musicians, actors, sports stars, and other national and international personalities. We never made a big scene out of their presence, and we think that is why their numbers grew over the years.

Sports stars were a rush for the staff who, despite their personal enthusiasm, followed our directions of not making a big deal of their visit so they could enjoy their time at the range.

That wasn’t easy, as some, like basketball legend

Kareem Abdul Jabbar, can stand out quite boldly. At the time he was coach for our minor league basketball team. In fact, they won the championship under his guidance. He was, and is, a member of SASS (Single Action Shooting Society), the governing body of Cowboy Action Shooting, and very much a kind gentleman.

Other special but equally important folks came to visit us, including the governor of Oklahoma, and over the years we hosted swearing-in ceremonies, marriage proposals, weddings, birthday parties, and the like. We were also visited by four generations of one family, and one family in which all the kids were named after gun companies.

None of this happened by accident. We worked diligently to create a special place that reflected our love of the shooting sports, and we learned that such spirit is so contagious that people want to share in it.

The Simple Truth is you and your operation are the frontline of the shooting sports world. I know this kind of spirit is alive in you. You, your store, and your guests can do much to grow the sport if you will simply focus on it and allow it to flower. I would love to hear your stories, too. Please email them to me (miles@hallnhall.com). Thank you so much.

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

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2/5/24 10:23 AM

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5

INDUSTRY-LEADING

YEAR WARRANTY DAY TURNAROUND

THERMAL WEAPON SIGHTS THERMAL MONOCULARS THERMAL CLIP-ONS MOUNTING SYSTEMS

With industry-leading technology, the strongest warranty in thermal optics, and years of field experience, we develop, build, and sell the best thermal products on the market—the products we use personally.

A23G6PG

Whether it’s for hogs in Texas, coyotes in Montana, or anything else that demands cutting-edge thermal night vision, InfiRay Outdoor knows it best. We’re night hunters ourselves. When we’re not developing new products or pulling orders, we’re out pulling triggers.

Scan the QR code to learn more about InfiRay Outdoor products.

irayusa.com

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800-769-7125

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Lewisville, Texas

2/8/24 1:55 PM