SHOT Business | Nov/Dec 2021 by SHOT Business

NOVEMBER/DECEMBER 2021

CROSSROADS SHOOTING SPORTS

E R U T U F T H G I R B

SITS AT THE INTERSECTION OF CUSTOMER AND COMMUNITY SERVICE

BEHIND THE SCENES WITH

FIVE MINUTES WITH:

SOG’S NEW DIRECTION

ARE POWERFUL RETAIL TOOLS

FYI: RESPECT AND GRATITUDE

S T H G I S S X

SHOT SHOW 2022: THE SECRETS TO A SUCCESUL SHOW EXPERIENCE

T H IG L E H T E E S RS E T O O H S S P L HE

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INNOVATORS AND INFLUENCERS: SHOT BUSINESS HONORS TEN LEADERS IN THE SHOOTING SPORTS INDUSTRY

THE SIMPLE TRUTH: WHEN TO CONDUCT A REFIT AND REALIGNMENT

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For available ammunition offerings in 2021, visit: Winchester.com For available firearms offerings in 2021, visit: Winchesterguns.com Sierra and GameKing are registered trademarks of Sierra Bullets, Inc. Accubond is a registered trademark of Nosler, Inc.

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Contents CO LUMNS

FEA T U R E S

06 • EDITOR’S NOTE

18 • APPLIED INGENUITY By Slaton L. White

NOVEMBER/DECEMBER 2021

07 • NEWS BRIEFS

CROSSROADS SHOOTING SPORTS

14 • FIVE MINUTES WITH

RE U T U TF H IG R B

SITS AT THE INTERSECTION OF CUSTOMER AND COMMUNITY SERVICE

BEHIND THE SCENES WITH

FIVE MINUTES WITH:

SOG’S NEW DIRECTION

ARE POWERFUL RETAIL TOOLS

FYI: RESPECT AND GRATITUDE

PS EL SH T H SIG

SHOT SHOW 2022: THE SECRETS TO A SUCCESUL SHOW EXPERIENCE

E TH EE S S ER OT O SH

SHOT Business | November/December 2021

24 • FILLING THE VOID By Slaton L. White

16 • FYI

HT LIG

28 • BEHIND THE SCENES By Slaton L. White 32 • BRIGHT FUTURE By Jodi Stemler

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INNOVATORS AND INFLUENCERS:

46 • SHOT SHOW ESSENTIALS By Eve Flanigan

SHOT BUSINESS HONORS TEN LEADERS IN THE SHOOTING SPORTS INDUSTRY

DEPA RTMENTS

THE SIMPLE TRUTH: WHEN TO CONDUCT A REFIT AND REALIGNMENT

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40 • INNOVATORS AND INFLUENCERS By Jodi Stemler

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ON THE COVER

50 • WHAT’S SELLING WHERE

Cover image by XS Sights

52 • NEW PRODUCTS

Turning a hobby into a good business.

56 • THE SIMPLE TRUTH

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PRESERVING OUR VALUES PROTECTING OUR RIGHTS SUPPORTING YOUR FIREARM BUSINESS

Your Fight Is Our Fight

From the largest manufacturers to the smallest retailers, NSSF® fights to preserve our legacy and secure our future as a critical member of American industry. We fight with resources that promote legal gun ownership. We fight with initiatives that educate the public about responsible firearm ownership and safe participation in hunting and the shooting sports. And we fight on Capitol Hill and in state capitols nationwide—right alongside you—to ensure your ability to operate as a lawful and important business in your community is not infringed. DON’T STAND ON THE SIDELINES. JOIN THE FIGHT BY JOINING NSSF TODAY.

NSSF.ORG/MEMBERSHIP

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WE’VE GOT EXCITING

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

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

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EDITOR’S NOTE

Driving Forces

What makes a person a leader? Passion, commitment, and a sense of purpose.

his month SHOT Business has put together a special section we’re calling “Innovators and Influencers.” It consists of a series of profiles of ten leaders in the shooting-sports community. They are people whose passion helps drive them to make a difference in our industry and their communities.

For example, Marchelle “Tig” Davis is dedicated to helping to empower women by teaching them how to defend themselves with firearms; thus far, she has trained more than 4,000 women in over 21 cities. Rob Southwick specializes in economic and market research. There was a time when the political mindset was that conservation and outdoor recreation came at the cost of jobs and economic growth and that natural resources could only provide economic returns if developed or sold to the consumer market. Since the beginning of his career, Southwick has explained how a day afield or on the water translates into critical jobs and income for all corners of the country. Through his efforts the federal government now recognizes outdoor recreation as an official economic sector. Chris Willard is a nationally recognized leader in the Recruitment, Retention, and Reactivation (R3) movement. As chief operating officer at Sovereign Sportsman Solutions (S3) he

helped develop and deploy a state-of-the-art consumer relationship management system (CRM) that puts customer data and marketing directly in the hands of state agency marketing and outreach personnel. The states that employ this system use it to drive customer engagement, outdoor participation, and conservation funding in new and exciting ways. As you read the profiles you’ll notice this diverse group exhibits a wide range of experience, commitment, and purpose. But there is one unifying thread: all are devoted to protecting the Second Amendment and promoting and protecting hunting and the shooting sports so that these great traditions may be enjoyed by future generations of Americans. How do you rebuild an enterprise that has fallen from grace? For Jonathan Wegner at SOG, it started by listening to customers and retailers. As he says in our interview (page 14), “I very quickly got a picture that a lot of what made SOG a trusted knife and tool company in the past wasn’t how the company was operating when it began to lose their trust. Namely, it was chasing trends and appealing to mass-market requests from retailers rather than focusing on innovation and real-world user needs. I don’t want to oversimply it, as it took the entire team to come together to achieve it and a lot of work, but we dumped the things that we felt didn’t represent us anymore and put user needs first. When you listen to customers, it makes you mission-focused; that has been our guiding principle ever since.” You’ll hear the same refrain when you read The Simple Truth on page 56. As Miles Hall puts it: customers “will always lead you to the products and services they want and need, but you need to listen.” Yes, you do.

EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE GROUP MANAGING EDITOR w HILARY DYER ART DIRECTOR w TOD MOLINA ADVERTISING SALES TEAM w AUTUMN IFLAND w KEN BYERS w DON HARRIS w TOBY SHAW COLE PUBLISHING ADMINISTRATION PRESIDENT, COLE PUBLISHING w JEFF BRUSS PRESIDENT, GRAND VIEW OUTDOORS w DERRICK NAWROCKI NSSF ADMINISTRATION PRESIDENT & CEO w JOSEPH H. BARTOZZI SENIOR VICE PRESIDENT & CCO w CHRIS DOLNACK VICE PRESIDENT, MARKETING w BILL DUNN SENIOR VICE PRESIDENT FOR GOVERNMENT & PUBLIC AFFAIRS, ASSISTANT SECRETARY & GENERAL COUNSEL w LAWRENCE G. KEANE VICE PRESIDENT, HUMAN RESOURCES & ADMINISTRATION w DEB KENNEY VICE PRESIDENT & CFO w JOHN SMITH MANAGING DIRECTOR, MEMBER SERVICES w JOHN MCNAMARA SHOT BUSINESS is published six times a year: January/February, March/April, May/June, July/August, September/October, and November/December by COLE Publishing, Inc. , 1720 Maple Lake Dam Road, Three Lakes, WI 54562 and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470-2359. All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Postage paid at Three Lakes, WI 54562 and at additional mailing offices. COLE Publishing is not responsible for researching or investigating the accuracy of the contents of stories published in this magazine. Readers are advised that the use of the information contained within this magazine is with the understanding that it is at their own risk. COLE Publishing assumes no liability for this information or its use. COLE Publishing assumes no responsibility for unsolicited editorial, photography, and art submissions. In addition, no Terms and Conditions agreements are recognized by COLE Publishing unless signed and returned by the Editor. POSTMASTER: Send address changes to: SHOT BUSINESS P.O. BOX 220, THREE LAKES, WI 54562. ADVERTISING: Advertising inquiries should be emailed to shotbusiness@colepublishing.com. No responsibility will be assumed for unsolicited materials. SHOT BUSINESS is a registered trademark of NSSF. Contents copyright ©2021 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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OU T R EA CH

Springfield Armory Rolls Out the 10mm XD-M Elite 3.8-inch Compact OSP

here’s a reason Alaskan big-game guides like the 10mm platform. It provides the muscle to stop a charging bear in its tracks. But given its size and weight, few would consider it a prime candidate for concealed-carry. That’s the received wisdom, “wisdom” that the folks at Springfield Armory have just sent packing. The company is unveiling a new XD-M Elite 3.8-inch Compact OSP (Optical Sight Pistol) in 10mm, which it believes combines potent power with cutting-edge performance.

Though the company’s well-received XD-M series has offered 10mm models, those guns are all larger and heavier than this new entry. The new gun has a 3.8inch barrel (instead of 4.5 or 5.25 inches), and it also weighs less than the other models. With a capacity of 11+1, Springfield’s designers believe they have created an outstanding defensive pistol option. In addition, the pistol is also offered packaged with a HEX Dragonfly 3.5 MOA red-dot sight that features a rugged machined-aluminum body. The XD-M Elite 3.8-inch Compact OSP also comes with a removable, short magwell for ultra-fast and intuitive magazine changes. In addition to the flush-fitting 11-round magazines that come with the pistol, you can also employ optional full-size 15-round magazines with a “grip sleeve” by removing the magwell. The XD-M Elite 3.8-inch Compact OSP 10mm benefits from the META (Match Enhanced Trigger Assembly) system. “The META is designed to offer the finest factory trigger available in a polymerframed pistol,” says Mike Humphries, media relations manager for Springfield Armory. “From a clean, crisp,

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and consistent pull to an integral overtravel stop to its flat face, the META gives you a high-end trigger right out of the box.” When the company embarked on this project, it understood there would be some design challenges. “While there is a lot of interest and demand for 10mm pistols for EDC, pistols designed for CCW and chambered in this powerful round are quite rare,” says Steve Kramer, vice president of marketing for Springfield Armory. “This is likely a result of the difficulties of making a pistol that can fire this round small enough for a CCW role, but still shootable enough to be practical. “By starting with the XD-M Elite platform, which is an enhanced version of the popular XD-M pistol, the new XD-M Elite 3.8-inch Compact OSP in 10mm is able to offer shooters a very capable compact 10mm that is packable and also shootable. Despite its small dimensions, the pistol has a controllable grip (enhanced further by the removable flared magwell), excellent sights, fully ambidextrous controls, improved slide serrations, and more. Further setting the pistol apart is the fact it is an OSP that can accept

 The new XD-M Elite 3.8inch Compact OSP in 10mm from Springfield Armory has been specifically designed for concealed-carry use.

red-dot optics, such as the HEX Dragonfly, which is offered as an option.” As the engineers got to work, they had to consider the nature of the 10mm on a compact package, namely recoil and muzzle rise. How did they fare? Humphries admits that the physics of firing a round like the 10mm out of a compact pistol does mean recoil is a factor, but he believes the pistol has numerous features that make it very manageable to shoot. “These features include highly effective grip texturing, an interchangeable backstrap system for customizing the grip to each shooter’s needs, the removable magwell’s shape, and more. Simply put, the XD-M Elite 3.8-inch Compact OSP 10mm is a pistol that is both easy to carry and easy to shoot well.” Kramer says the initial dealer response has been extremely positive. “The 10mm chambering is consistently popular. So, when you combine that with our pistol’s compact size and red-dot capability, you’ve got a unique product. The result is a pistol that looks to be a very strong seller.” SRP: $633 without optic; $818, with optic. — Slaton L. White (springfield-armory.com)

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NEWS BRIEFS

REMINGTON INTRODUCES CORE-LOKT TIPPED Remington Ammunition recently announced the next generation of Big Green’s iconic deer hunting ammunition, Core-Lokt. For generations, American hunters have relied on CoreLokt to put meat on the table and mounts on the wall. The new Core-Lokt Tipped brings improved accuracy and terminal performance to deer and big-game enthusiasts everywhere. This new ammunition will be available in 13 popular calibers, ranging from .243 Win. to .300 WSM. “We’ve been talking about Big Green’s comeback all year and nothing says Remington like Core-Lokt,” says Joel Hodgdon, Remington Ammunition’s director of marketing. “We have made many advancements since restarting the Remington brand, but this is the biggest news yet. Team Big Green can’t wait to get Core-Lokt Tipped on the shelves of our dealers and then into the hands of dedicated Remington fans who have depended on classic Core-Lokt for decades.” Core-Lokt Tipped features the advanced technology of the Big Green polymer tip to improve ballistic coefficient and in-flight accuracy. The tip also helps initiate rapid expansion. When paired with an adjusted rearward center of gravity, Hodgdon says Core-Lokt Tipped will deliver match-grade accuracy for even the most demanding shots. SRP: $41.99 to $61.99, depending on caliber. Box of 20. When Remington Ammo was acquired by Vista Outdoor last year, CEO Chris Metz told SHOT Business that the “combination of beloved ammunition brands created by this transaction will benefit shooting sports enthusiasts and outdoor recreation retailers for many years to come.” This is the company's first big step to achieving that goal. (remington.org)

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SENTRY TACTICAL PARTNERS WITH THE NAVY SEAL FOUNDATION Since its founding in 2000, the Navy SEAL Foundation (NSF) has remained the premier benevolent organization serving U.S. Navy SEALs, Special Warfare CombatantCraft Crewmen (SWCCs), and active-duty service members assigned to Naval Special Warfare (NSW) commands. NSF’s support also reaches NSW dependent family members, Gold Star and Surviving Family members, and all SEAL and SWCC veterans. The partnership between NSF and Sentry Tactical will advance the Foundation’s Human Performance Program initiatives for NSW warriors through product donations and a significant funding grant from Sentry’s founder and CEO, Mike Noell, a former SEAL.

"a s a c o m pa n y, w e are committed to our a s s o c i at i o n w i t h t h e n av y s e a l f o u n d at i o n and proud to support the mission of our country's elite warfighters in the b e s t w ay p o s s i b l e . "

demand for increased availability and a need for an additional location in California to serve those living on the West Coast. The new location will reduce the burden of travel for participants assigned to West Coast SEAL Teams. “Over the years I have been fortunate to remain active with the Navy SEAL Foundation. Having experienced the NSF Virginia High Performance program myself, and understanding the mission of their Return to Duty program, I felt this was the right time to provide resources to assist in the expansion of this vital program to the West Coast,” Noell says. “As a company, we are committed to our association with the Navy SEAL Foundation and proud to support the mission of our country’s elite warfighters in the best way possible.” “NSF is thrilled to expand our ReturnTo-Duty/Human Performance Program to the West Coast with the support of Mike Noell and Sentry,” says Robin King, CEO of the Foundation. “Sentry’s support is a testament to Mike’s commitment to his brothers in the SEAL community, and we are grateful for this generous partnership. Together we will continue to provide the best care and programmatic support for the NSW community.” (sentrytactical.COM)

NSF has delivered critical assistance by developing and funding evidence-based programs, including programs to advance the recovery and optimal human performance of those service members who have become ill or injured during their military service. The Foundation’s Virginia Beachbased “Return-To-Duty Program,” is an individually tailored program that takes a comprehensive approach to wellness by addressing the participant’s nutrition, physical health, and cognitive functioning. After completing the intensive multi-week program, participants have seen significant improvement in overall health, sleep patterns, and reduced pain in many cases. Due to the program’s success, NSF has seen

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FN ANNOUNCES FN SCAR UPGRADES

America, LLC has announced that the long-awaited nonreciprocating charging handle (NRCH) upgrade is now available in all FN SCAR semi-automatic models. FN’s new NRCH assembly features dual ambidextrous charging handles that enable users to shoot from any position or use any grip style. The FN SCAR upgrade improves an inherently more accurate and reliable platform that, in its military configuration, has served America’s most elite fighting forces for more than a decade. “The FN SCAR has proven itself as a leader in its class since its introduction, setting the standard for what gas-driven, semi-auto rifles should be,” says Chris Cole, vice president, sales and marketing of FN America. “The complete modularity and fast-handling character of our most versatile rifle platform continues to advance. The FN SCAR 17S and 20S were already the softest-shooting gasdriven .30-caliber rifles on the market, and these upgrades deliver even more functionality to the SCAR platform.” The assembly, consisting of a new charging handle sled and two ambidextrous, reversible charging handles that lock forward on bolt-close and remain static during fire, provide superior forward-assist capabilities. The two charging handles, one at a 30-degree cant specifically designed to reduce interference with low-mount optics and one low-profile, are user-swappable in the field. The reduced reciprocating mass of the new bolt carrier produces less felt recoil, making a soft-shooting rifle even easier to manage. “With the FN SCAR there’s a reason for every part; all have to work together perfectly to deliver the uncompromising accuracy, reliability, and toughness this platform has earned under fire,” says Benjamin Voss, product manager for FN’s Long Guns. “That’s the difference between an FN SCAR and other carbines; we are held to a higher standard than most, and failure is not an option for our nation’s most elite forces. With the semi-auto FN SCAR 16S, 17S, and 20S, we hold the same standards of quality for these commercial variants. Adding the non-reciprocating charging handles allows SCAR to be even more

adaptable, enhancing an already accurate and soft-shooting rifle. Shooting positions like urban prone, from a barrier, or with a CQC-style grip are made possible, and users can now run low-mount optics without interference.” The legendary FN SCAR series takes root in its battle-proven lineage, adapted from USSOCOM’s newest battle rifle since the M4 entered service in the 1990s. The benchmark of reliability and versatility with its three variants, the FN SCAR 16S, SCAR 17S, and SCAR 20S are capable of consistent accuracy from their cold-hammer-forged and chrome-lined barrels and one-piece forged aluminum receiver, delivering precision fire with aid from its fully adjustable buttstock, low-flash gas regulator, and fast-handling characteristics uncommon in similar rifle platforms. SRP: $3,516, FNSCAR 16S; $4,719, FNSCAR 20S. (fnamerica.com/scar)

SCAR 17S FDE NRCH

XSCAR 20S BLK NRCH

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NEWS BRIEFS

WALKER’S INTRODUCES THE ATACS SPORT EARBUDS Increasingly, professional shooters, recreational shooters, and hunters are favoring the comfort and digital control of earbud-style sound-management systems to protect their hearing and to amplify and discern ambient sound. Although earbuds perform these tasks admirably, fitment and security can vary between shooters—especially during high-activity, high-mobility scenarios such as competition shooting and hunting. The all-new ATACS Sport Earbuds from Walker’s address these challenges by incorporating a dual-retention system into a sophisticated and ergonomic platform. Since shooters come in all shapes and sizes, Walker’s engineers set out to develop an earbud system that would work for everyone. They did this by incorporating soft and flexible ear hooks and a behind-the-neck retention strap into a freshly designed earbud chassis. This unitized retention system, combined with multi-sized foam ear tips, means the ATACS Sport Earbuds are comfortable to wear under any condition and will remain in place even during highmobility activities. Beyond the comfort and ergonomic features, the ATACS Sport Earbuds include the latest in sound-suppression/enhancement technology and operational control. Bluetooth 5.0 connectivity, for example, pairs the ATACS Sport Earbuds to your phone via the Walker’s LINK 2.0 app, providing remote control

of the listening-mode settings (universal, clear voice, power boost, and highfrequency boost) as well as auto shutoff times (off, 2, 4, and 6 hours), volume control, battery level, ambient mute, and social media links. The new ATACS Sport Earbuds come with three different-size foam ear tips and a USB-C charging cable to deliver up to 7.5 hours of battery life per charge. (gsmoutdoors.com)

Mossberg Expands MVP Patrol Series

.F. Mossberg & Sons, Inc., is expanding its MVP Patrol bolt-action rifle series with a 300 AAC Blackout (300 BLK) offering. Joining the 5.56mm NATO/.223 Rem and 7.62mm NATO/.308 Win. chamberings, this new series of multi-purpose MVP rifles is a great choice for target shooting, hunting, home defense, and plinking—all with the convenience of AR-magazine compatibility. “Innovation is at the core of MVP Patrol rifles,” says Linda Powell, Mossberg’s director of media relations. “Their patented designs accept and reliably feed from both AR15-style magazines (300 BLK/5.56mm) and M1A/M14 and AR10-

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style magazines (7.62mm).” Performance-driven features of this series include a 16.25-inch medium-bull button-rifled and threaded barrel with A2-style muzzle brake (protective thread cap included), a pillar-bedded stock, over-sized bolt handle, and Mossberg’s LBA Trigger System, which is user-adjustable from 3 to 7 pounds. Other features include a factory-mounted Picatinny rail as well as a front fiber-optic sight and a barrel-mounted, adjustable rear sight. The complete MVP Patrol package also has a textured, black synthetic stock, a fluted bolt, sling swivel studs, and a 10-round-capacity magazine. “Designed to be a versatile, all-purpose platform, the MVP Patrol 300 BLK is a great choice

at the range or in the field, as it delivers greater penetration, better terminal performance, and a wider choice of bullet types (.30 caliber) than the 5.56mm NATO/.223 Rem.,” Powell says. “Its superior ballistics make this intermediate rifle cartridge effective for mid- to large-sized game including deer, hogs, and black bear.” Powell also tells SHOT Business that this new offering would be a worthwhile addition to any dealer’s inventory. “With the addition of the 300 BLK offering, the MVP Patrol Series now offers a well-rounded line-up of chamberings to meet the needs of hunters and shooters alike.” (mossberg.com)

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EOTECH Fights Counterfeit Products

OTECH, the world-leading holographic weapons-sight manufacturer, is fighting back against counterfeiting rings at all levels. The manufacturer has launched an aggressive campaign targeting those who create and sell illegal copies of EOTECH products. “We take counterfeit prevention extremely seriously,” says director of marketing Lisa Kemp. “Why? Because these forgeries impact our business and the business of our authorized dealers. These counterfeits also imperil the safety of those who use them.” “Stopping fakes at the source is a critical step in curbing counterfeiting. EOTECH produces a rugged, technically unique holographic sight that can’t be duplicated by counterfeiters. The EOTECH brand stands for reliability, durability, and the safety of our operators, whether they are members of the military, lawenforcement personnel, or general users,” she says. “EOTECH partners and end users can rest assured that we will actively pursue counterfeit operations to quickly shut them down.” Authentic EOTECH holographic sighting technology is nearly impossible to replicate. Unfortunately, numerous imitation EOTECH products have been discovered, including LED-based products attempting to pass as high-tech holographic sights. According to Kemp, one such counterfeit reseller is JC Airsoft, which sold fake EOTECH HWS products for deep discounts. With cooperation from the Homeland Security Investigations (HSI), EOTECH fought to shut down this activity. Through these efforts, EOTECH reached a six-figure settlement with JC Airsoft for various HWS counterfeit violations.

“An explosion of online sales links with reproduction HWS products adds to consumer confusion,” Kemp notes. “Shoppers are lured to these online stores by their shockingly low prices. EOTECH closely monitors online sales and blocks unauthorized items from websites such as Alibaba, Aliexpress, Amazon, Facebook, eBay, and other online outlets.” EOTECH understands it is difficult for consumers to spot a fake. Counterfeiters go so far as to reproduce EOTECH registered trademarks and packaging. As part of its anti-counterfeiting efforts, the company has created a counterfeit detection resource page on its website (eotechinc.com/help-center/counterfeit-detection) to assist consumers in making an informed purchase. On the page, consumers and EOTECH dealers can learn about counterfeit EOTECH sights through illustrations comparing genuine and counterfeit sights. They’ll also find tips for identifying a forgery. “Authorized EOTECH dealers can use this website to help educate their customers about these counterfeit products,” Kemp says. “Counterfeiting affects everyone, and EOTECH is committed to go the extra mile to stop it.” (eotech.com)

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MasterPiece Arms Announces New Competition Pistol

asterPiece Arms (MPA), manufacturer of precision pistol and BA rifles and chassis systems, has unveiled its newest competition pistol in the DS Pistol Line. The MPA DS40 Travis Tomasie (TT) Competition Pistol in .40 caliber is based on the preferences of MPA Pro Shooter Travis Tomasie. As such, it meets Major Power Factor scoring under the rules of the United States Practical Shooting Association (USPSA) and the International Practical Shooting Confederation (IPSC). Tomasie is a multiple world and national IPSC and USPSA champion. An Army veteran and former member of the U.S. Army Marksmanship Unit, he has founded his own training academy where he teaches a variety of disciplines—including competition and self-defense—to beginners as well as military and law-enforcement personnel. “We were excited to work with Travis to create this competition-ready pistol,” says Phil Cashin, owner and president of MPA. “Travis’ years of experience and knowledge in the competitive shooting marketplace helped us hone in on what features matter most when it comes to competition. We’ve created something really special here that we think any competitor in USPSA or IPSC will find value in.” Providing accuracy and reliability, the pistol features aggressive texturing on the MPA grip that helps shooters keep a firm grip on their pistol during fast-paced competitions. Other features include traditional dovetail cuts for the adjustable front and rear sights, a Bomar-style rear sight, and

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two MBX 140mm .40 caliber magazines. The competition magwell (for 140mm or larger mags) incorporates a self-centering radius funnel design. Cashin says he believes the pistol is ideal for USPSA Limited Division. “I’m proud to have partnered with MPA in developing a truly remarkable competition pistol. Built to my specifications and combining superior components with precision craftsmanship, the DS40 TT Comp Pistol is ready to race right out of the box,” Tomasie says. As with all DS Pistols, all parts of the MPA DS40 TT Comp Pistol are machined in the U.S.A. from bar stock and billet and include no MIM, castings, or forgings. The components machined by MPA include the fulllength light-rail five-inch steel frame, slide, MPA 416R stainless bull barrel, stainless-steel beavertail/grip safety, stainless-steel ambidextrous safety, stainless-steel slide stop, firing-pin stop, ejector, magwell, and a 7075 black-anodized aluminum grip. The DS40 TT Comp Pistol also includes a Koenig hammer, sear, and disconnector, Wolff springs, custom-machined aluminum trigger shoe, and a one-piece stainless guide rod. The pistol will ship with a trigger-pull weight of between 2 pound 6 ounces and 2 pounds 10 ounces. It will relax to 2 pounds after the pistol is broken in. The FGW slide serrations with slide lightening cuts create less reciprocating mass. Each pistol is handbuilt, including lapping the slide/frame interface and comes competitionready in a custom MPA single-pistol case with a lifetime warranty. (masterpiecearms.org)

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NEWS BRIEFS

CONVERGENT UNVEILS SIDEWINDER GAME CALL The new Sidewinder Weapon Mounted Game Call is designed for days when staying mobile and keeping a low profile are top priorities. At just 9.6 ounces, the Sidewinder easily attaches to the handguard of an AR-type rifle. It allows hunters to minimize movement while operating the call. The Sidewinder connects to a smartphone via a USB-C cable and offers 100+ dB of crystal-clear sound. The device has been tested and approved for calibers up to 6.8 SPC. The unit is built with a Li-ION battery that delivers more than five hours of run time on a single charge. Because the call connects directly to a smartphone (which nests in front of the call), hunters have the ability to record the shot from a first-person point of view. The calls are accessed and operated via a series of Convergent smartphone apps, which work with Android or iOS devices. SRP: $159.95. Created by professional hunter Byron South, Convergent game calls are made in the U.S.A. Tested extensively from the piney woods of East Texas to the deserts of northern Nevada, Convergent game calls are designed to provide premium performance, thanks to industry-leading technology, effective volume control, and unparalleled clarity of sound. (convergenthunting.com)

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by robert FIVEa sadowski MINUTES

WITH ...

Jonathan Wegner, vice president of brand, SOG

onathan Wegner joined SOG in 2017. As vice president of brand, he leads marketing, industrial design, and product strategy. Wegner is an Australian native who moved to the U.S. as part of the founding management of LifeProof. After the acquisition of LifeProof by OtterBox, he ran the internal agency, overseeing multiple brands at OtterProducts.

Wegner has consulted with a variety of brands, helping develop purpose-led businesses and product strategies to help pivot or revitalize their organization.

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

Jonathan Wegner: The biggest challenges are also the greatest opportunities. There are many new people coming into knife ownership because they’re embracing a preparedness and self-reliance mindset for a variety of reasons. Thanks to the work of organizations like Knife Rights, state laws are the most accommodating for knife carry in recent history. This means demand is growing, and yet the number of domestic and foreign manufacturers are constrained. How manufacturing will scale toward that growth is going to be challenging, especially with many traditional techniques still being used to make modern knives. This should be good news for custom and low-volume knife makers, but for knife brands that are volumedriven it’s going to be challenging. Sb: What opportunities do you see?

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jW: With more people caring about being selfreliant, this means greater inventory demand. But it also means people will want something different from what’s already out there. What we make is part functional object, part selfexpression of people’s personal style. What’s happening is really allowing brands like The James and Burnside Knives to deliver meaningful products to people outside the markets that many established brands currently speak to. You can see many of the big brands now trying to catch up and cash in on this, but the brands I mentioned are really well positioned to deliver an authentic and relevant offering to new audiences. I think what we will see in the next couple of years is more knife, tool, and EDC brands appear that are focused on niche markets that aren’t really being addressed by the big brands

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by slaton l . white

The Kiku XR is a large-format folder, and user feedback told SOG that a lighter version was needed. But lighter didn’t mean cheap, so a featuredeletion path wasn’t the answer.

we’ve been receiving has been very encouraging. We’ve still got a lot of headroom to keep pushing, and a pretty rich roadmap planned, with at least three to five years’ worth of ideas.

Sb: SOG was once known as a premium brand, but when it went mass market it lost its way. You’re part of the team that has brought it back to relevance. How did you do that?

today. Quite simply, this is amazing. Self-reliance is everybody’s right, and I’m excited to see more people embrace this mindset. It can only be a good thing.

Sb: When you get up in the morning, what gets you excited about working in the industry? jW: I am lucky to work on so many things that make my job incredibly fulfilling and meaningful, but there is nothing more important and motivating than knowing that people are using the things you have been a part of designing to become more capable versions of themselves— be it fixing the little inconveniences they encounter in the middle of their day, allowing someone to feel confident and safe, or performance in more dire circumstances, such as in hostile environments or life-saving scenarios. This focuses not only me, but the entire team, on delivering precise tools for these very reasons.

jW: It really started by listening to our customers and our retailers. Before I even started with SOG, I began by interviewing a variety of SOG knife users and people in the industry to gain an understanding of what went wrong from their standpoint. I very quickly got a picture that a lot of what made SOG a trusted knife and tool company in the past wasn’t how the company was operating when it began to lose their trust. Namely, it was chasing trends and appealing to mass-market requests from retailers rather than focusing on innovation and real-world user needs. I don’t want to oversimply it, as it took the entire team to come together to achieve it and a lot of work, but we dumped the things that we felt didn’t represent us anymore and put user needs first. When you listen to customers, it makes you mission-focused; that has been our guiding principle ever since. Sb: You’ve said that SOG’s new mantra is “study, observe, understand, apply, and repeat.” What do you mean by that and how does it work?

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

jW: It’s how we express our product development cycle. It’s loosely based on the combination of the scientific method with the military combat operations process known as an OODA

jW: It starts by knowing what their expectations are. We have an ongoing dialogue with our customers to understand how we’re performing. That allows us to gain insights on what we can do better, what problems they encounter day to day, and where there are opportunities to help them solve problems more efficiently and effectively. It’s what led us to the wholesale refresh we implemented in 2020. The feedback

The new version of the Kiku XR makes use of carbon fiber and G10 parts to reduce weight by about 30 percent.

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Loop, which stands for Observe, Orient, Decide, Act. It is an ongoing cycle we go through that starts with user insights, learning what is going on, absorbing the lessons, applying them to products or processes, and then seeing how they work. It starts off as a “small loop” to test prototypes and gets into “bigger loops” with testers until we have the confidence to deploy a product into the real world. However, at that point we start again by gathering feedback from users, which often provides even more insights on what improvements we can engage in next. What this looks like in application is after the release of Kiku XR, a large-format folder, we got feedback that users wanted a lighter version. Rather than going down a feature-deletion path to make the product lighter, we found a better way was in materials research. We ended up keeping everything that made it work well, and instead substituted structural components that are traditionally made of weighty steel with carbon fiber and G10 parts that reduced the weight by about 30 percent. We did this within a year of the product’s launch, which indicates how quickly we’re responding to user insights and how this methodology allows us to adapt.

Sb: How are retailers responding to the “new” SOG? jW: Initially they were very nervous. Any change in a product lineup affects their assortments, especially as redesigned versions of existing lines had significant upgrades. That meant, for instance, price points had to change to accommodate improved steel types and other technologies. In the last year we’ve seen how our new vision and product have been received; we’ve had brisk sell-through of all our new lines. Now, we have that other challenge of keeping up with demand. Like any change, it must be done carefully, but it feels like things are now back on course and we’ve started to build trust with our retailers, which has been further buoyed by our customers demand for our new direction. (sogknives.com)

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by robert by shannon farlow FYI a sadowski

comes from a Bible verse, in this case, 2 Samuel 22:3.) “It’s kind of a comeback story,” Monroe says. “The comeback is I’m now working and working a lot, and I’m now shooting and shooting well.” What began as a two-person operation soon expanded to five employees—and then 10. In order to sustain the growth, Monroe and her husband moved 22three to a larger retail facility in 2017 where they built an indoor shooting range. Today, they have 30 employees. “I’m the one who manages everything that is customer-facing, like the range, the training, and the sales floor,” Monroe says. She also serves as the chief spokesperson at events and on social media. “I’m definitely out in front of people.” It’s easy to imagine that a female gun store owner and manager might encounter some unique challenges in a traditionally male-dominated industry. However, Monroe says that has not been the case. From the beginning, customers have welcomed her presence. Still, she occasionally surprises some first-time visitors at 22three. “It is fun when you get the traditional dude who comes in and wants to talk to the manager, and you say, ‘Well, that’s me!’ Then he asks to talk with someone about selling his AK-47. I’m like, ‘Yeah, that’s me. I can handle it for you as well,’” Monroe says with a laugh. “It’s fun when you get to turn heads, but in my world, I’m usually received pretty positively. I don’t take it personally.” Wendy Monroe’s management style can best be described as hands-on and side-by-side.

Respect and Gratitude When an owner treats the staff with respect, the store’s customers benefit as well.

endy Monroe is a driving force behind 22three, a popular gun store, indoor shooting range, and training center in Lebanon, Ohio. She co-owns and

operates the business with her husband Jeff Monroe. Together, the couple has built a premier destination for shooting enthusiasts. However, there was a time prior to launching 22three when Monroe wondered if she’d ever be able to shoot a gun or even work again.

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A Comeback Story In the early 2000s, Wendy Monroe sustained a serious injury that left her with limited use of her arms and hands. It was nearly impossible for Monroe to accomplish simple, everyday tasks. Operating a firearm was completely out of the question. After a long recovery that took nearly a decade, Monroe and her husband launched a full-time firearms retail store and training business. They opened 22three in Lebanon’s historic walking district in October 2011. (The name

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Monroe says that “over and over again we see that what we’re doing really makes a difference in the lives of people.”

Making a Difference After 10 years at the helm of day-to-day operations, Monroe remains just as excited about working at 22three as the day she and Jeff first opened the doors. She enjoys helping customers find the best firearms for their individual needs and teaching them new—potentially life-saving—skills on the range. “We see over and over again that what we’re doing really makes a difference in the lives of people,” Monroe says. “Whether it’s a woman who had a history of abuse and we’ve helped her gain confidence or it’s an older person whose health is declining. This is something they can do and feel a sense of accomplishment, and of independence. It’s something families can bond over. I find it really is an industry that is life changing for a lot of people, and it’s fun to be a part of that.”

make sure they can do their job.” Monroe’s management style can best be described as hands-on and side-by-side. Her personal goal is to approach each employee with respect and express her gratitude to them each day. “I think you get that back. I’m respectful and very grateful for my staff, and that’s basically

how you should treat other people anyway. It’s the Golden Rule—treat others the way you want to be treated,” Monroe says. “It comes full circle and has so many positive benefits for everyone and certainly helps create a very healthy, positive environment. And that’s key.” (22three.com)

Respect and Gratitude In addition to helping customers succeed, Monroe works hard to support the 22three team. Of the many roles that she fills, Monroe considers training and guiding the 30 staff members her primary responsibility. “My focus is on my staff. I need to take care of them before I can take care of my customers,” Monroe says. “I’m most excited when everybody is doing their job, loving their job, and doing it well. That’s what I do. My job is to ❚

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Monroe says that from the beginning, male customers have welcomed her presence and appreciated her product knowledge.

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APPLIED

Ingenuity SCCY is known for producing well-made yet affordable concealed-carry handguns. Its success is a classic example how one man’s vision can carry the day.

by Slaton L. White

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APPLIED INGENUITY

n 1998, as a growing number of states enacted concealed-carry legislation, Joe Roebuck recognized increased demand for a safe, simple-to-use, and affordable firearm. He was ideally situated to do this, as he had more than four decades of experience in the manufacturing industry. So, he applied his

skills and ingenuity as a tool and die maker and mechanical design engineer to create the CPX series of 9mm and .380 firearms. In 2003, Roebuck founded Skyy Industries, LLC, (now known as SCCY Industries, LLC), to produce the innovative CPX line. The company’s first offices and manufacturing facilities were located in South Daytona, Florida. In February 2010, it relocated to its

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present 21,000-square-foot facility in Daytona Beach, just a half-mile from the famous Daytona International Speedway. Contained in SCCY’s new factory are numerous state-of-the-art CNC machining centers of various types, all of which use custom tooling and programs designed by Roebuck. The barrel, slide, receiver, and all other major metal components of SCCY’s firearm lines are manufactured at this facility.

SHOT Business: What was your vision for starting the company?

Joe Roebuck: As I studied the handgun market, I saw there were three segmented levels of product: bottom, middle, and upper, running

 The straight-trigger design of new DGV-1 offers the shooter more freedom of finger placement.

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 Joe Roebuck, CEO of SCCY Industries, believed the market needed a high-quality, but reasonably priced concealed-carry handgun. That was the impetus for the CPX series.

from the least expensive to the most expensive, respectively. My research told me there was a need for a high-quality, cost-effective semi-automatic handgun. So, I put my talents to work and achieved my vision—SCCY Firearms.

Sb: You’ve referred to SCCY as “The King of

Concealed Carry.” Why is that?

JR: A writer coined that phrase after test-firing

our CPX series of handguns. He was amazed at the level of quality versus the price. I believe our products deliver the best price point/quality ratio on the market. All SCCY handguns are fully machined from 100-percent billet using premium American-made materials. As a tool and die maker and mechanical design engineer, I frown on using castings and metal injection-molded parts for critical components. Machining from billet or forging is the way to go.

Want faster target acquisition and low-light performance? The DVG-1RD comes factory equipped with a Crimson Trace CTS-1500 red-dot optic.

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Sb: The company was launched with the introduction of the CPX, of which there are now four versions. What are the distinguishing characteristics of this gun? JR: The CPX-1 is a 9mm double-action-only with an ambidextrous safety. The CPX-2 is also a 9mm double-action-only, but in this case, it has no safety. The CPX-3 is a .380 double-action-only with no safety. The CPX-4 is a .380 double-action-only with an ambidextrous safety. The CPX-3 and CPX-4 also feature the new Roebuck Quad Lock system. This is a design that fully locks up the barrel to the slide. It’s similar to what you see in plumbing with tapered male and female fittings. Using the Roebuck Quad Lock system provides an efficient barrel-slide lockup, but at a lower cost. Sb: Upon launching the company, you

obviously saw a market for your product.

When dealers first saw the CPX, they w e r e i n i t i a l ly s k e p t i c a l . H o w e v e r , a f t e r t e s t - f i r i n g i t, t h e y w e r e b o w l e d o v e r w i t h t h e q u a l i t y o f m at e r i a l s a n d w o r k m a n s h i p. I wa s t o l d b y m a n y t h at I had a winner on my hands.

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APPLIED INGENUITY

How was the CPX first received by dealers and consumers?

JR: When dealers first saw the CPX, they were

initially skeptical because it was priced slightly higher than the lower segment (zinc-diecast handguns) then on the market. However, after receiving it, taking it apart, and then test-firing it, they were bowled over with the quality of materials and workmanship. I was told by many dealers that I had a winner on my hands.

Sb: Your latest launch is the striker-fired DVG1. How is this series different from the CPX? JR: The CPX series has a double-action-only firing system with a long, stiff trigger pull—a non-stacking nine pounds. The DVG series is a striker-fired system with a shorter and lighter trigger pull of 5.5 pounds. Sb: What is the advantage of the DVG-1’s straight trigger? JR: The straight-trigger design offers the shoot-

er more freedom of finger placement. That’s because a trigger with a radius can force the shooter’s finger into one location due to its curvature. Shooters tend to find the straight-trigger design somewhat more comfortable.

 The DVG-1 is SCCY's first strikerfired design. Sb: The company says it is committed to producing cost-effective and precisely manufactured concealed-carry handguns. How do you do this? For example, is it an advantage in manufacturing processes, design elements, or other forms of cost control?

To assure high quality, all SCCY handguns are machined from 100-percent billet using premium American-made materials.

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JR: Several factors go into achieving this. It starts with a cost-effective design. My background as a class “A” tool and die maker and mechanical design engineer is also a key element. During the product-design phase, I’m concurrently considering tooling design. I have passed this method down to my engineering staff. Another cost-saving factor is that we make much of our tooling in house. Due to our unique tooling design and machining

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 The DVG-1 is a 9mm, sub-compact pistol with a 10+1 magazine capacity and is available with either fixed iron sights or factory installed CTS-1500 Red Dot sight. processes, we can achieve shorter machine-cycle times. We use top-brand machining, manufacturing, and quality-control equipment while using all of our own custom programing. Our motto is: “SCCY is the presence of talent and technology with the absence of greed.” By fusing all these dynamics together, we’re able to meet our objective of offering a high-quality firearm at a cost-effective price.

Sb: How do you continue to meet the expectations of your customers—both dealers and consumers? JR: Our marketing department keeps their ears

to the tracks. At times we reach out to both dealers and retail customers and gather their thoughts. After compiling this data and filtering it to the most commonly expressed desires, new ideas and products are developed.

(SCCY.com)

Dealer and distributor programs available

ADVANCE WARRIOR, WITH SOLUTIONS.

advancewarriorsolutions.com

Rifle cases and backpacks for today’s modern warrior.

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Filling the

VOID Tom Hudson had a vision, and when he acted on it, his community benefited. by Slaton L. White

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FILLING THE VOID

t one point in his life, Tom Hudson was a Navy recruiter. He also spent time as a media/ad executive at Meredith Corporation, a Des Moines, Iowa, media giant best known as the publisher of Better Homes and Gardens magazine. But he was also a shooter, one who was amazed to learn that this 700,000-person community had no indoor shooting range.

“I grew up in Wyoming. Guns were part of my lifestyle,” he says. So, he put together a team that included seven investors and explored the idea of filling that void. “I researched for 18 months, visiting ranges all over the country,” he says. “I looked at every one through the lens of what kind of operation my community would support.” Hudson wanted a place that had the feeling of a local mom-and-pop shop— that all-important sense of a local pro shop—but it also needed to be a facility with the feel of a national brand. That meant it had to be clean, well-lighted, and well-organized, with a friendly yet knowledgeable and approachable staff.

The model? Apple, Target, Costco. “The store itself needed to be warm and welcoming, and my staff needed to be able to connect with people in a positive way,” he says. He early on decided against hiring the all-too-common irascible gun expert. “I can’t teach soft skills,” he says. “And being able to work with people, some of whom may have very little experience with firearms, is vital to our success.” CrossRoads Shooting Sports opened in February 2015 in the Des Moines suburb of Johnston. The store is everything Hudson envisioned. There are three shooting bays, two of which have windows so customers can watch the action. The third bay, used by federal and local law enforcement for practice and certification, has no windows in order to ensure privacy. Rather than the usual long rows of shelving, CrossRoads features a series of shorter shelves, many of which are placed at angles to create a more inviting, less overwhelming, shopping experience. The low-rise gun case/counter tops use softglow interior lighting similar to what is found in high-end jewelry and watch stores. Those display cases, which Hudson admits, “cost me a lot,” are also theftprevention units with roll-down security covers. Off the selling floor, Hudson has created a conference/training room for the various types of instruction that CrossRoads offers, including permit renewals and concealed-carry courses. Another area features a lounge with leather seating.

THE FEMALE FACTOR

Forty percent of his customers are new shooters, and half of that percent are women, most of whom come in alone. That may be why Hudson specifically hires females whenever possible. Ethan Settle, who Hudson hired away from a large big-box store, says, “the number one rule for selling to women is ‘revolvers may be great, but with all the other handguns out there, they shouldn’t always be the first option presented to a woman.’” His experience as the lead manager behind the counter and on the line has yielded three other tips that can help retailers connect to women shooters. “First, you need to develop the right approach,” he says. “How would you try to sell this to your mom or girlfriend? Be the salesperson who asks questions and really listens to the reason why she’s in your store. You may discover additional ways your Though the store's business model is rooted in personal protection and training, the range does offer events that emphasize the fun of shooting.

Tom Hudson designed CrossRoads to be clean and well-organized, with a friendly yet knowledgeable and approachable staff.

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W e a r e pa s s i o n at e a b o u t p r o v i d i n g fa m i l i e s a n d i n d i v i d u a l s a f i r s t - r at e v e n u e f o r s a f e , f u n , a n d r e s p o n s i b l e f i r e a r m e d u c at i o n a n d e n j o y m e n t.

CrossRoads features a series of shorter shelves, many of which are placed at angles to create a more inviting shopping experience.

business can provide service or training beyond a gun purchase. If you’re the one doing all the talking, you’ll never find those things out.” “Second, give her your attention. If a couple is in the store looking at guns, but the gun will be for her, direct all your questions to her. Buying a new gun and learning how to shoot can be an empowering experience, and your sales staff should take pride in being a part of that process.” “Third, try to see it from the woman’s perspective. If you have female staff, chances are they have opinions about gear and guns. Find out what they are so you can use their experiences as examples when talking about different products.”

TOTAL VALUE

CrossRoads specializes in personal and home defense and concealed carry. It has a rental program that allows customers to try out firearms and calibers before they buy, which is all part of Hudson’s mission to create “total value to the customer rather than just a transaction. We should be seen as a community resource, looking to build a real relationship with the customer. Our doors have been open for six years, and now we see some of our first customers coming in with their kids

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or other family.” Hudson once told me, “We are passionate about providing families and individuals a first-rate venue for safe, fun, and responsible firearm education and enjoyment. We believe in the message of gun safety, education, and responsible gun ownership, and we want to educate our current and next generation on the great heritage and tradition of the shooting sports that we have in Iowa.” The fact that his first customers are now coming in with their children speaks volumes to that commitment. And though the business model is firmly rooted in personal protection, Hudson hasn’t forgotten the fun of shooting. The range offers several on-going and popular thematic shoots, such as Friday Date Nights, Valentine’s Day, and Halloween. “We even have a Shoot-n-Sip event where we partner with a local winery for tastings,” he says. Hudson has designed the operation so that the range and the shop share a symbiotic relationship. They feed off each other. And given that the operation is at the intersection of customer and community service, it is also very well named. (crossroadsshooting.com)

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Behind the

Scenes You may not know Avient by name, but the company has a big footprint in the shooting sports. by Slaton L. White

vient is a company with a vision statement that says, “we create specialized and sustainable material solutions that transform customer challenges into opportunities, bringing new products to life for a better world.” It is a new company, formed when PolyOne acquired the Clariant Masterbatch business last year.

You may not recognize the name, but their products and services have long enhanced the value of the firearm and shooting-sports industries. “With the acquisition of Clariant Masterbatch, we brought two leading innovators together,” says Mike Mosley, general manager of advanced composites and outdoor high performance at Avient. “The new name honors the legacies of our past organizations, but also signifies that we are a new kind of specialty materials company. With a merging of new minds, markets, and material solutions, our combined team of material science, engineering, and processing specialists are uniquely equipped to help our customers tackle their most demanding challenges.” “This applies to our customers across all industries, but especially in shooting sports. As manufacturers seek new, innovative, and sustainable materials

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to differentiate their products and improve performance, we work collaboratively to help bring their products to life through hands-on application development, material selection, tooling design, and manufacturing support.” Because Avient recognizes the unique challenges that manufacturers in the outdoor sporting industries face in bringing their products to market, including the need for specialized, high-performing materials, it has created a dedicated team from across three business segments—Specialty Engineered Materials, Color and Additives, and Distribution—to focus on supporting outdoor high-performance customers in three specific areas: shooting sports, power sports, and adventure gear. “This cross-functional team includes industry experts who have a shared passion for the outdoors and collaborating with our customers in these markets,” Mosley says. “Our CEO, Bob Patterson, is also an outdoor enthusiast, and he has led the effort in building our outdoor high-performance team. He has a deep understanding of the need for performance, durability, and quality required by consumers of outdoor products, and he shares the passion for this exciting industry and its products that is so evident among our customer base.”

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BEHIND THE SCENES

PolyOne was known in the shooting-sports industry primarily for specialization in polymer materials used to enhance the performance and durability of firearm and archery applications. But Avient’s assets allow it to conduct a much deeper dive to help manufacturers across a wide range of materials and processes. “Basically, we help shooting-sports manufacturers differentiate and deliver unique, high-performing products by providing an unequaled range of materials that are customized to their needs and, ultimately, the needs of their customers,” Mosley says. “For example, Avient’s specialty engineered materials provide metal replacement alternatives for structural components, including stocks and frames. Soft-touch thermoplastic elastomers improve the tactile experience

 Sig Sauer depended on Avient to help it redesign the TXG grip module on the P320.

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of grips, slides, and triggers; they also provide shock absorption and vibration damping for recoil pads and straps. “Composites, including shortand long-fiber injectionmolding materials as well as continuous fiber-reinforced

thermoplastics and thermosets, provide superior strength-to-weight ratio for applications including archery bow limbs, risers, and stabilizers where fatigue resistance, balance, and repeatable, reliable performance are crucial.” Mosley notes that manufacturers want to maximize aesthetics with custom colors and special effects, such as mottling and streaking. They also want to improve performance with specialized additives including UV resistance and impact modifiers. In addition to specialized polymer formulations, Avient Distribution offers an unparalleled line card that includes some of the largest global polymer suppliers to meet a broad range of product specifications. Though justifiably proud of Avient’s industry-leading material technologies, Mosley stresses that the company’s services help truly differentiate it from the competition. “We are much more than the leading material provider,” he says. “We are collaborators, designers, and innovators dedicated to resolving our customers’ toughest challenges. Our service offerings focus on close collaboration with our customers to help them optimize our materials in their manufacturing processes to best serve their customers — the end users. “From a design standpoint, Avient Design is a team of engineers and industrial designers dedicated to supporting concept development and simulation, product and tooling design, ergonomics, and usability.” To assist customers with material selection, processing concerns, testing, and manufacturing support, Avient’s Application Development & Technical Support (ADTS) specialists provide onsite product development support. “Our Lean Six Sigma (LSS) Black Belt experts train and advise customers to identify areas to eliminate waste and create efficiencies in manufacturing that reduce costs and improve quality and productivity,” Mosley says. “And for ideas, inspiration, and technical guidance on colors for plastics,

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Gordon Glass composite archery bow limbs provide strength, power and consistent performance.

ColorWorks is a design and technology team of experts that focus on aesthetics, functionality, color efficiency, and project coordination.” That’s quite a palette from which to work. But Avient can also add another arrow to its quiver — sustainability. “Sustainability is an integral part of our innovation strategy,” he says. “We define our sustainability portfolio in eight ways in which we help our customers meet their innovation and sustainability goals: Lightweighting, Reduced Energy Use, VOC Reduction, Recycle Solutions, Bio-polymers, Eco-conscious formulations, Sustainable Infrastructure, and Human Health and Safety. Through our design and material expertise, we help our outdoor industry customers achieve their sustainability goals by replacing lead for improved eco-conscious products, increasing recycled content in their products, reducing material usage through lightweighting, and enhancing the recyclability properties of their products.”

 The Avient Design team uses molding analysis tools to simulate and optimize the manufacturing process.

W e a r e c o l l a b o r at o r s , d e s i g n e r s , a n d i n n o vat o r s , d e d i c at e d t o s u p p o r t i n g c o n c e p t d e v e l o p m e n t, product and tooling design, e r g o n o m n i c s , a n d u s a b i l i t y.

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Because Avient works behind the scenes, most consumers don’t realize just how important its collaborative contributions to the shooting sports industry are. “The team at Sig Sauer was looking to provide a softer recoil in their redesigned TXG grip module for the P320,” Mosley says. “A polymer solution was a natural choice, but they needed to retain the toughness and weight that their customers are accustomed to with typical steel construction. Using computer-aided design and simulation, the team at Avient was able to narrow the material selection and identify the Gravi-Tech density modified formulation that would combine the benefits of steel-like performance with the flex of polymer. This improved the overall speed-tomarket of the product and enabled Sig Sauer to launch their first-of-its-kind tungsten-infused grip module.” (avient.com)

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Bright

FUTURE XS Sights didn’t set out to be a woman-owned business, but when tragedy struck the remaining team had to move forward.

by Jodi Stemler

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BRIGHT FUTURE

n the mid-1990s, Ashley Emerson and Ed Pastusek believed that handgun sights needed to be designed and tested based on how and when they would actually be used in a defensive situation. With adrenaline racing and in low-light situations, law-enforcement and homedefense shooters tend to focus on the threat, not the gun. The two men wanted to design a sight that could increase light reflection in low light and provide easier target acquisition.

Working with experts in the industry and lawenforcement officers, Emerson and Pastusek developed the company’s original DXT Big Dot sight; it has a large, white-dot front sight paired with a V-notch rear sight, allowing an unobstructed view of the front sight. These express sights provide quicker sight acquisition, particularly in mid- to low-light conditions. What had started as a hobby turned into a good business. Then, in 2011, Pastusek passed away unexpectedly. With Ed’s wife, Mary, at the helm, son Jon leading innovations, and daughter Kellie Brunn handling business development, XS Sights, now a majority woman-owned company, pressed forward.

CONTINUING INNOVATION

XS has led the charge in the Big Dot sight concept, and after 25 years the industry-wide increase in the size of front sights shows the market’s adoption of the concept. And yet, government contracts and a

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significant segment of the consumer market favor a traditional notch-and-post sight system. XS wanted to engineer the best sight for this market by incorporating their core beliefs of offering superior products and service. In late 2017, XS introduced the F8 (Figure 8) Night Sights – personal-defense notch-and-post sights that work in all light conditions and offer fast sight acquisition. The F8 front sight features XS’s Glow Dot. This proprietary photoluminescent technology absorbs ambient light, making the dot glow in low-light levels. The wide-notch rear sight increases the visibility of the front sight by allowing more light around the sides of the front sight. There is a tritium vial in the rear sight as well, enabling quick and easy alignment with the front sight in various light conditions.

MOVING AHEAD

In 2018, the company increased production and made strategic investments in new equipment to increase the ability to provide high-quality products along with rapid turnaround to further enhance the XS customer experience. One way to enhance that experience was to introduce the second-generation Express Big Dot Night Sights—the DXT2 Big Dots. Now available in two color options—Optic Yellow and Optic Orange—both are highly visible in bright-light and lowlight condi-

tions (with yellow having a slight advantage overall in low-light conditions). Optic Yellow replaced XS’s traditional white, because it is the most visible color in low light before human color vision starts to decline. Optic Orange provides a high-contrast sight picture in bright light while still working within the yellow spectrum of light for good visibility in low light. “Visible colors are determined by light absorption of an object and reflection to the eye,” says Brunn. “Our Glow Dot technology absorbs light, causing it to glow and reflect to the eye, even before the tritium vial is visible. This gives our customers a bigger, brighter front sight, increasing speed and accuracy when they need it most.” New product development is an ongoing process, and in 2019 XS introduced R3D night sights with a traditional three-dot tritium notch-andpost sight picture. The rear sight of the R3D is blacked out to increase contrast against the front sight, which is available in bright orange or green. The brightly colored Glow Dot in the front sight is a much brighter color that differentiates the front tritium dot from

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the two rear tritium dots and draws the eyes to the front sight and downrange threat. Fine-tuned for law enforcement use, R3D sights are purpose-driven tools that ensure frontsight visibility in any light. Other key features include a rear-sight overhang that reduces glare in bright light for greater sight definition. The anti-reflective rear tritium lenses also reduce glare in daylight while increasing contrast against the front sight. R3D sights also have a rear-sight ledge to aid in one-handed slide manipulations. “Gun fights don’t happen in perfect light or complete darkness,” says XS marketing manager Addison Monroe. “They happen in between these two broad spectrums, and, like all of our night sights, the R3D is optimized for fast and accurate target acquisition in varying light conditions. In a defensive shooting situation, this can make all the difference for law enforcement and civilians alike.” Clearly XS Sights has established itself as a key player in the night-sight business, but Brunn wanted more. She wanted to expand the business, and she knew obtaining a tritium license was key.

R3D Night Sights (available in orange and green) feature a traditional 3-dot tritium, notch and post sight picture.

 XS not only installs tritium in its own night sights, but now offers this service to other OEM partners within the industry.

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BRIGHT FUTURE THE TRITIUM FACTOR

 The tritium license allows XS Sights to offer OEM turnkey sight solutions. The on-site CNC machine shop can react quickly to run jobs and apply surface treatments.

Today, XS not only installs tritium in its own night sights, but now offers this service to other OEM partners within the industry. To get the licensing rights to tritium, staffers at XS Sights had to take intense radioactive safety-officer training as well as a certification course. “We had to conform to standards established by the Nuclear Regulatory Commission,” says Brunn. “We also had to develop durability testing.” Essentially, this was the ability to prove tritium vials are protected and won’t leak. “The sights were tested by a third-party lab for radiation leakage. If there is any leakage, the sights fail, and the experiment must be re-done from the beginning.” XS’s sights passed, and the company’s manufacturing process went into overdrive. Given the many hurdles, one might reasonably ask, was it worth all the trouble? “Absolutely,” Brunn says. “Though the licensing project took the better part of two years, in the long run it makes complete sense because tritium capability is a crucial building block of our business. Tritium night sights are a large portion of our sales. We used to source tritium from other suppliers in the U.S., which added to our cost and lead time. Now, our lead times are more agile, and we can offer our customers more sight options at their target price point.”

OEM EXPERTISE

Brunn also believes the OEM business gives her company a leg up on the competition. “XS is committed to maintaining a large inventory of tritium, significantly reducing lead time and inventory carrying costs to customers,” she says. “We can install tritium in CNC steel, MIM, Cast, or even 3D printed metal. We work with all customers from small to large. To stay competitive, we have expanded our manufacturing capabilities to find the most efficient option for every project by design features and volume.” “We also offer surface-treatment options to meet any needs from bluing to black nitrite to anodizing. XS is integrating with customer-lean manufacturing systems to meet due dates. Coupled with 25 years of tritium night-sight manufacturing experience, the vertical integration of installing our own tritium was the final component of owning the whole solution. Having our tritium license allows us to offer complete turnkey sight solutions to OEMs and completely control our cost, quality, and lead times. Our on-site CNC machine shop can react quickly to run jobs and apply surface treatments. We operate in the oil industry and the gun industry. We understand that demand in our industries comes in waves. When it’s up, it’s up, and you can either make the timeline work

DXT2 Big Dot Night Sights, in this case configured for the Smith & Wesson platform. These sights are a good option for everyday carry.

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or you lose the business to other competitors. When a customer needs our services, we will deliver.” Brunn says XS works with the engineers of its OEM partners to design to their specific needs. “Examples of this include machining to precise height dimensions, tailoring the sight’s dove tail in various ways to produce the desired fit, customizing sight color, and adding antiglare and extreme corrosion-resistance features. Our engineers also offer value-added design assistance to aid in cost containment.”

AGILITY COUNTS

The recent pandemic has caused a huge shift in sourcing raw materials worldwide. XS has worked with many U.S. suppliers for years, and this has given the company a competitive advantage in challenging times. “The relationships we’ve built over the years have helped us keep materials on hand for our customers. We work directly with suppliers to maintain inventory and adjust to shifts in supply and demand,” says Brunn, “Demand has skyrocketed amid the pandemic, and we continue to work closely with partners to ensure we have steel, tritium, and other crucial raw materials on hand.”

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Tritium night sights, like this R3D on a Glock, need to be visible night and day.

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BRIGHT FUTURE GROWING DEMAND

In all, under the XS brand, the company carries three standard pistol-sight options: Express, F8, and 3-Dot sight pictures. They also make shotgun and rifle sights. Most recently, XS incorporated the Orange Ember Glow Dot in their XTI 2 DXS Ember Standard Dot 45-Degree Offset Iron Sights for AR-15 rifles. These second-generation sights

are a close-quarters secondary-sighting solution for rapid transition from a magnified primary optic. Eliminating the need to adjust magnification reduces target engagement time when every fraction of a second counts. And the company continues to introduce line extensions of their night sights in standard and Suppressor/RMR Height models to meet the

The second-generation XTI2 features taller bases than its predecessor for easier sight alignment without having to break a standard cheek weld.

growing demand. “The interest is strong from both new and long-time gun owners,” says Monroe. “More and more people are seeing the advantages of night sights, and our sales reflect this.” Industry-leading product is crucial to the company’s success, but in today’s competitive market, it takes more than that. As a familyowned business, XS has always been about exceptional customer service and with millions of new gun owners, that has never been more important. “We offer a 30-day Satisfaction Guarantee on all of our sights and a 10-year, No Questions Asked Warranty,” says Brunn. “It’s important to us that those who have never used our sights, or perhaps are new to express sights in general, feel comfortable trying them. No single sight design is perfect for everyone because the eyes, training, and preferences of each user are different. Some shoot Big Dots best while others will prefer the R3D or F8 night sights. We want everyone to find the sight system that works best for them, and our satisfaction policy allows them to do so risk free.” XS is focused on making exceptional product and providing exceptional customer service to consumers and industry partners alike. They are well on their way. (xssights.com)

See us at SHOT Show Booth #20326

MANUFACTURER OF TACTICAL SHOOTING PRODUCTS

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PERFORMANCE COUNTS

CALIBERS

6.5 CREEDMOOR

.308/7.62X51MM

BARREL

20", 22" OR 24" WILSON STAINLESS STEEL, 1:10 TWIST

WEIGHT

24" 10.5 LBS

LENGTH

20" BARREL: 39.5" 22" BARREL: 41.5" 24" BARREL: 43.5"

RINGS AND OPTICS NOT INCLUDED

ROCK BOLT GUN (RBG) SERIES

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INNOVATORS AND INFLUENCERS

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Innovators AND Influencers SHOT Business honors ten leaders in the shooting sports industry.

iStockPhotos/marchmeena29

Profiles compiled by Jodi Stemler

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INNOVATORS AND INFLUENCERS

MARCHELLE “TIG” DAVIS

Marchelle “Tig” Davis is owner of My Sister’s Keeper Defense (formerly Trigger Happy Firearm Instruction). A Florida native and current resident of Atlanta, Georgia, Davis is also the owner and founder of Iron Sharpens Iron, My Brother’s Keeper Defense LLC, and National Range Day. After serving in the Army National Guard for seven years, Davis left the military in 2016 and became an NRA Basic Pistol instructor. She started My Sister’s Keeper Defense shortly after because she perceived a lack of representation in the gun community. When women came into the range where Davis worked, she noticed that many felt extremely uncomfortable while their significant other attempted to teach them about firearms. Sometimes it's hard to believe you can do something until you see someone who looks like you in that position. As a domestic abuse and sexual assault survivor, Davis thinks it's important that women feel like they're in control of their safety. My Sister’s Keeper Defense works to empower women and make sure that no one else becomes a victim. Her end game is to effectively teach one million women how to defend themselves with firearms; thus far, she has trained more than 4,000 women in over 21 cities. Davis became a USCCA Certified Instructor in 2020 and has helped create online training content for the organization. Since 2017, she has been featured in several publications, including Time, The Huffington Post, The Guardian, The Atlanta Journal-Constitution, BET News, the USCCA Concealed Carry Magazine, and Guns.com.

AL KASPER

Al Kasper is the president and chief executive officer of Savage Sports Corp., a role he has held since 2013. Kasper has been instrumental in a storied and successful journey for the company over the last decade, spanning the sale to ATK in 2013, ownership by Vista Outdoor, and then leading a group of investors who purchased the company in 2019. As an independent entity, Savage has flourished. The company has seen significant growth thanks to manufacturing excellence and a vigorous new product pipeline. Under Kasper, Savage has introduced a patented Americanmade semi-automatic shotgun—Renegauge—and a revolutionary Americanmade straight-pull rifle, Impulse. It has also partnered with top industry brands, such as Proof Research and MDT, to deliver high-performance firearms for hunters and shooters. Kasper joined the Company in 1996 as its vice president and chief financial officer. He holds an MBA from the University of Massachusetts and a B.S. in Accounting from Western New England University. Kasper currently serves on the board of several for-profit companies (Weiler Corp., Custom Windows, W.F. Young, Inc. and 1 Touch, Inc.), and non-profit companies (Junior Achievement and The East Longmeadow Educational Endowment). He has been teaching Entrepreneurship at East Longmeadow High School for the past 15 years and is an adjunct professor, teaching several courses in the Elms University MBA program.

TYLER MILLER

Tyler Miller served in the military and then graduated from the University of Central Oklahoma with an MBA degree. In 2017, he was tapped to help revive a struggling shooting-sports business in Oklahoma City. As the general manager of Wilshire Gun, LLC, Miller combined his 23 years of military and strategic analysis experience with industry knowledge and key relationships to generate the four most profitable periods in company history, despite the industry’s general downturn at that time. To achieve operational goals, Miller leveraged advanced data analytics, forecasting methodologies, human capital management techniques, and market segmentation strategies. Also crucial were the strategic partnerships with key industry brands and leaders that he developed or reconnected. Under his leadership, Wilshire has implemented event-focused outreach, which has been a source of significant success and a lot of fun for their customer base. Recognizing the growth of firearms experiences to traditionally underserved populations has been the main driver of growth. Wilshire Gun now boasts and supports a customer mix as diverse as the community that surrounds the business

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Muller and the DC Project launched a #tealfor2A campaign to counter the visual of the signature red shirts of Moms Demand Action and provide an alternative to those anti-gun propaganda machines through the stories and voices of the DC Project’s ladies. Their efforts help strengthen the resolve of legislators who support the 2A and strive to correct the misinformation that causes anti-gun members to want to restrict rights. Through their relationships on Capitol Hill, several ladies have been invited to testify in congressional hearings. Miller’s work with the DC Project is showing that a normal citizen can make a difference.

SAMANTHA PIATT

and represents the future of growth in the Second Amendment community and shooting sports for the state. At his center, Miller has a servant’s heart and blends that core value with the know-how of gathering data and the ability to act. His leadership skills have been invaluable and have benefitted not only the businesses he has been a part of, but the people who make it all come together.

DIANNA MULLER

Dianna Muller retired after 22 years with the Tulsa Police Department to pursue a second career as a professional 3-gun competitor. During a shooting trip near Washington, D.C., she visited the nation’s capital as a tourist, met with her congressman, and asked if there was something she could do to help educate the legislators who were making decisions based on misinformation about guns and gun owners. She wondered if normal citizens could meet their member of Congress and make a difference. That was the birth of the DC Project-Women for Gun Rights. In the beginning, the effort brought one woman from every state to D.C., but in their six short years the DC Project has made huge strides in protecting the Second Amendment, including expanding the effort to the state level. The group also provides resources to equip the firearms community to effectively influence their friends, family, and community.

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Currently the director of media relations and communications for SIG SAUER, Inc., Samantha Piatt began her career in politics. She earned a degree in political science from Rollins College in Florida and after graduation moved to New Hampshire to work for the New Hampshire Republican State Committee as the field director for the first-in-the-nation primary for the 2000 election cycle. Following that election, she was hired as the chief of staff for the New Hampshire Senate President before becoming the chief of staff for the Mayor of Manchester, New Hampshire’s largest city. In this position, Piatt focused on internal and external communications and directed the election efforts for the mayor. In 2018, Piatt moved to the private sector and became the manager of media relations at SIG SAUER corporate headquarters in Newington, New Hampshire. She now directs and oversees a team responsible for all media relations (external and internal communications) for every division of SIG SAUER, including firearms, optics, airguns, suppressors, ammunition, and the SIG SAUER Academy. Currently, Piatt’s focus is raising the public profile for SIG SAUER’s bid in the Next Generation Squad Weapons Program for the U.S. Army to replace the M4A1 and M249. She has also played a leading role in launching SIG SAUER’s entry into the hunting category with the CROSS bolt-action rifle.

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INNOVATORS AND INFLUENCERS

WALT PROULX

Walt Proulx grew up in Oregon and spent 20 years running heavy equipment in the forests before moving to western Colorado in 2006 to work as an operations manager for an oil and gas construction company. Proulx became a serious competitive shooter in 2010 and was signed as a pro by Wilson Combat in 2017. This gave him the opportunity to see the finest shootingsports facilities in the country through the eyes of both a shooter and an experienced construction professional. When Colorado Parks and Wildlife and the town of Palisade began construction of a new shooting-sports complex, Proulx offered his support and was ultimately hired as general manager to oversee design, construction, operation, and future growth for the new Cameo Shooting and Education Complex. In three short years, Cameo has gone from bare ground to one of the finest and most comprehensive shooting-sports facilities in the world. Located on 2,000 acres of rolling desert topography, the facility includes a state-of-theart action shooting-sports area; public-access pistol, rifle, and archery bays; a world-class long-range rifle course; sporting clays; multiple 3D archery courses; and a first-of-its-kind mountain bike biathlon course. Proulx’s vision and contacts in the industry are bringing in major national shooting events, including A Girl and A Gun’s national conference and Surefire’s World Multi-Gun Championships. His work is also attracting numerous state and regional competitions. In 2021, Cameo hosted the first CompExpo, a four-day event to bring the industry directly to the consumer through competitions and a public trade show.

ROB SOUTHWICK

Rob Southwick began his career in the late 1980s as a staff economist for the sportfishing industry in Washington, D.C. By 1990, he had formed Southwick Associates, specializing in economic and market research. At the time, the political mindset was that conservation and outdoor recreation came at the cost of jobs and economic growth and that natural resources could only provide economic returns if developed or sold to the consumer market. Since the beginning of his career, Southwick has explained how a day afield or on the water translates into critical jobs and income for all corners of the country. In the mid-2000s, Southwick and his team were asked to quantify the economic significance of all forms of outdoor recreation. The results have helped fundamentally shift attitudes within Congress and state governments, which now recognize that recreation is a viable economic sector needing just as much attention as other economic sectors. The increased political and public support has helped pass landmark conservation bills and funding initiatives that weren’t otherwise possible, such as land and water conservation bills, shooting-range development, and more. This support has also led to the federal government now recognizing outdoor recreation as an official economic sector. Southwick Associates is based in his home state of Florida, where it helps businesses better understand the products and experiences desired by hunters, target shooters, and anglers. That ultimately helps to improve the products and services available to consumers.

ADAM WEATHERBY

At the helm of one of America’s most prestigious firearm brands, Adam Weatherby exemplifies the leadership, innovation, and vision required to take Weatherby, Inc. to new heights. Now in its 77th year and third generation of family ownership, Weatherby’s products continue to hold their place at the forefront of the firearm industry, with some of the lightest mountain rifles on the market, a feature-rich line of shotguns, and more “fastest-in-caliber” cartridges than any other brand. With an eye on the future, in 2019 Weatherby spearheaded the relocation of his company from its longtime home state of California to its new headquarters in Sheridan, Wyoming. With backcountry hunting near and dear to his heart, it followed that the product line would evolve to suit the new setting. Gathering around him some of the best and brightest of the industry, Weatherby is proving that even an old company can learn some new tricks.

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Resources to help drive their state’s customer engagement, outdoor participation, and conservation funding in new and exciting ways. Willard started his career with ODFW as a biologist before shifting to outreach and marketing. In 2012, he was named the agency’s first R3 coordinator, one of the first such positions in the nation. While at ODFW, Willard led efforts to revamp Oregon’s Hunter Education Program, enact new youth hunter orange requirements, build several public archery parks, and develop first-of-their-kind comprehensive online courses designed to help new adult hunters and anglers get started in the outdoors. Willard has been active in many national organizations and efforts. He served on the board of directors for the International Hunter Education Association (IHEA), where he led the development of the IHEA-World organization. He also led the Western Association of Fish and Wildlife Agencies’ R3 Committee for several years and was the only state representative to serve on both the National Hunting and Shooting Sports Action Plan Development Workgroup and Angler R3 State Agency Working Group.

10 BECKY YACKLEY

Starting with the legendary Mark V action developed by his grandfather, its latest evolution tips the scales at just 4.9 pounds, owing to a titanium action, the lightest production carbon-fiber stock in the industry, and the revolutionary 3DHEX recoil pad that kills recoil while weighing considerably less than a conventional pad. From the latest in carbon fiber to additive manufacturing at the production level, his vision for innovation is driving developments not usually seen from long-established brands. The result? Unprecedented growth and expansion as Weatherby consumes market share in the hunting category.

CHRIS WILLARD

Chris Willard, a nationally recognized leader in the Recruitment, Retention, and Reactivation (R3) movement, spent over 15 years with the Oregon Department of Fish and Wildlife (ODFW) before becoming chief operating officer at Sovereign Sportsman Solutions (S3). He joined S3 to help develop and deploy a state-of-the-art consumer relationship management system (CRM) that puts customer data and marketing directly in the hands of state agency marketing and outreach personnel. S3’s CRM was recently launched by the Missouri Department of Conservation and Ohio Department of Natural

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Becky Yackley isn’t fond of being labeled as a “pro shooter” because she does much more than just shoot firearms in competition. This mother of three works on the range, competing with her husband and sons. With her eldest, she has travelled to six countries for IPSC rifle, pistol, and shotgun, representing the U.S.A. at four World Shoots. Her family competes in Bianchi Pistol, and this year she won the ladies’ national Bianchi title while her sons together hold six consecutive junior Bianchi titles. They also compete in 3-gun, USPSA, and PRS. As a military and law-enforcement family, time together is important to the Yackleys, and shooting sports are a great way to spend time together. Because of her sons, she started a non-profit, 2A Heritage, to hold youth shootingsports camps. Yackley’s shooting story began around 1989, competing in High Power rifle with her father, who gunsmithed for Krieger Barrels. She currently runs Krieger’s social media and creates their catalog. She also blogs for Winchester Ammunition, NRA Women, and has written for Gun World, Guns America, Women’s Outdoor News, and others. She competed in high school and college in small bore, NCAA air rifle, and air pistol. While shooting is her passion, Yackley works in very concrete ways to help brands create content and share information with their audiences. Her background in art and years behind a camera have also played a role in her work. She multitasks on and off the range and doesn’t have plans to stop any time soon.

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 Kevin Tapia getting in some range time.

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ESSENTIALS A SHOT Show veteran reveals the secrets to a successful show experience. by Eve Flanigan

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SHOT SHOW ESSENTIALS

hile attending a Lucid Optics Ballistic Summit, I met Kevin Tapia, president of National Sales and Marketing Group, LLC, the focus of which is on sales strategy, product placement, product management, and marketing in the shooting-sports and law-enforcement industries. When

I learned a little about his storied life in the industry, including the fact that 2022 will be his 44th SHOT Show, I knew I had to ask the question: Why is SHOT Show a must? Tapia is a lifelong member of the shooting-sports community. His part-time job in college was working behind the counter at a sporting goods retail outlet, Dayton Sports Headquarters. Having learned the ropes of retailing, he took a full-time position with Outdoor Sports Headquarters in the capacity of regional sales in North Carolina, Florida, and Ohio. Time, contacts, and experience then drew Tapia to work for factories. He understood what the dealers and distributors, not to mention end users, wanted and needed. SigArms (now SIG Sauer) was his first big factory job. There, he became southeastern regional sales manager, adding agency relationships and experience to his resume. Now a big-leaguer, Tapia was recruited to the position of general manager for Insight Technologies, a weapon-mounted light manufacturer. As his footprint in the industry became larger, Tapia never stopped enjoying the outdoors as a waterfowl hunter and angler. Eager to gain greater proficiency with firearms, he spent several years competing in pistol and three-gun competitions. Competing lent insights into market trends and consumer needs for gear he might otherwise have missed. It also led to a greater understanding of his professional self—the accessories market was always changing, always interesting, and especially motivating to the marketing side of his skill set. Marketing is something Tapia both enjoys and knows top to bottom. “I’ve represented Weaver, Cryptic, FNH, Federal, Leupold, CCI, Speer, Lucid Optics, Mossberg, and others,” he said. “I love the accessories market, and that’s where my efforts are focused now.” Today, Tapia is his own boss. As president of NSMG, which he founded 12 years ago, he enjoys promoting up-and-coming accessory brands for the

 NSSF’s SHOT Show New Product Showcase is a time-saving way to quickly get a line on products that may interest your customers.

shooting sports. Chief among his current stable is Wyoming-based Lucid Optics. He’s also repping Armaspec, a rapidly growing gun parts and accessories maker, and THRIL, maker of polymer products, firearm cleaning/lubrication products, and other accessories. In a crowded accessory market, Tapia knows how to identify and strengthen winners. He makes no bones about the importance of SHOT Show for not only his own career, but also for the industry as a whole. He’s been going to SHOT Show since its inception. He’s missed only one show, in 1980 (the canceled 2021 show doesn’t count). When I began our interview, I thought the focus would be on how buyers can find incentives and special deals at SHOT Show. But Tapia turned it into much more—a lesson on what works regardless of the current economic circumstances. Right now, he says discounts and deals will be hard to find because

W a n d e r i n g a i m l e s s ly t h r o u g h the aisles is not a productive use of your time. You need a plan.

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the industry is booming. But the worldwide pandemic has disrupted the normal supply chain. “Material sourcing is now a big issue,” he told me. “Materials will continue to be in short supply. Product makers should use SHOT Show to create relationships and establish priority for their companies and products in what will be a tight market.” “We were always successful with our booth,” he said of the early days with Outdoor Sports Headquarters. He credits his bosses back then, and a couple of other sages of the industry he encountered early on, with his success formula for the event. Whether the market is booming or struggling, he says the following principles apply.

THE TIME ELEMENT

Wandering aimlessly through the aisles is not a productive use of your time. You need a plan. This is especially important for those new to the industry or to the SHOT Show. You should also keep in mind that with the expansion to the new Caesars Forum, the floor plan of the 2022 SHOT Show will be the largest in show history. Accomplishments are made on a disciplined schedule, not by happenstance. It’s a principle he follows today by keeping a schedule of meetings

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FOLLOW UP

“The biggest mistake is to think it’s over when you leave,” said Tapia. He emphasized that following up on discussions in the weeks immediately after the show is critical for sealing or making deals. Don’t allow your memory to fade in a supplier’s mind. “A guy who’s in his 60s now, who’s been to every SHOT Show, except one, and whose name practically everyone in the industry would recognize, gave me some advice that’s always served me. He said ‘always have several

bobbers in the water. And when you see one jiggle, set that hook!’ Never leave a deal hanging. Follow up!” Tapia is characteristically warm and welcoming, and if you meet him at SHOT Show, expect to be greeted like an old friend. But if you want to discuss business with him or anyone else, schedule a meeting and show up on time. This, along with persistent effort, has been his recipe for success. It’s a recipe that will work for you as well. (shotshow.org)

throughout the show. Generally, he sees the biggest companies Tuesday or early Wednesday; others come later in the week. He’ll be the first to admit that these meetings can be “time-consuming.” Nevertheless, they are vital to your overall success, so prepare accordingly. “Over the years I’ve seen new vendors who could have made better use of their time by setting up structured and important meetings with suppliers and potential dealers/ distributors,” he said. Don’t get distracted by displays that attract your personal interests or become sidetracked by encounters with old friends. Save those for after the mission is accomplished. He praised NSSF’s New Product Showcase as a time-saving way to quickly get a line on products that may interest your customers.

MAKE NOTES

Never trust important points or contacts to memory. There will be so many inputs, it’s critical to take notes. Tapia plans his floor travel in advance so as to minimize the amount of non-meeting time taken up with walking every day. Booth meetings are scheduled not only by company size, but also location. He notes that the SHOT Show app and booth map, which are available in advance of the show, are essential to making a meeting plan.

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 Meetings are an important part of SHOT Show. The SHOT Show app and booth map, which are available in advance of the show, are essential tools in making a productive meeting plan.

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by robert a sadowski W H AT ’S SELLING

WHERE

Rock Sporting Goods, NMBlount’s Guns, Roswell MTRed Miles City This 3,000-square-foot store sits one block off Main Street in Roswell. Opened four years ago, the store sports a lean inventory of roughly 50 firearms and reloading supplies manned by two employees. Handguns are moving briskly at this location, but in-time deliveries remain a challenge. “I don’t want to tell you how long we’ve had to wait for a Ruger LCPII that’s been on order. That, and hunting rifle ammo, is making our fall frustrating,” said owner Dan Blount. He has been moving Glock 43s and 19s and Smith & Wesson M&P9 Shield EZs based on availability. Used guns are in high demand. A small cache of S&W M&P 15 Sport IIs, Remington 870s, and Savage Model 11s comprises the long-gun inventory. Blount also said a high number of Turkish home-defense guns are sitting on the shelf due to a complete lack of customer interest. Supplies of handgun ammo and .223 are good, much better than last year.

Located on the high plains of southeastern Montana, this large, independent retailer stocks soft goods, firearms, and reloading supplies. Fall rifle sales are heating up. Christensen Arms Mesas, Tikkas, and Brownings are posting the best numbers. The most popular calibers have been 6.5 Creedmoor, .300 Win. Mag., and .243. “Our bolt-rifle supply has remained better than expected. It’s an important part of our business, and we work hard to make sure our store has a strong selection. That said, getting ammo has been tough,” said owner C.B. Scountz. Given the difficulties of keeping enough rifle ammo on hand, he holds back some inventory for each new rifle sold. Shotgun sales are warming up fast, and good numbers of Benelli Super Black Eagle 3s and Winchester Super X4s have crossed the counter. Sales of Modern Sporting Rifles have slowed notably over the summer and the store’s inventory of MSRs is now back up to pre-pandemic numbers. Handguns

Gun & Tackle, HastMIBob’s IAFin & Feather, Iowa, City ings One of the largest independents in the state, Bob’s sports 15,000 square feet of floor space. Thirty employees manage an inventory of more than 2,000 firearms. Right now, this retailer is scrambling to acquire traditional hunting cartridges. “Basic hunting rifle rounds are really a challenge right now. It’s taking time and little luck to find anything from .30-06 to .30-30. I’m sure we’ll work it out, but finding ammo occupies a great deal of time,” said buyer-manager Jim Jaeger. Bolt-action rifle sales are high, and inventory is better than expected. Rifles designed for long-range shooting are seeing a lot of interest. The category leader here are Tikkas in 6.5 Creedmoor. Lever actions in .44 Mag. from Marlin are also hot. Used rifles have also had an impact, and demand for muzzleloaders from CVA and Traditions continues to grow. MSR turns are brisk, but slower than last year. S&W M&P 15 Sport IIs and Ruger 556s lead the pack.

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This general hunting and fishing shop keeps 300 guns in stock. Three employees work the hunting department. Long guns in handgun calibers continue to be in high demand for deer season. “It’s been a nice sales incentive for hunters to experiment with new calibers,” said manager Clint Hartsock. Marlins in .45-70, Ruger Americans in Bushmaster.450, and Thompson Contenders in .44 Mag. are all in high demand, but the store sees only sporadic delivery. Although many traditional rifle calibers are available, shotgun shells are very hard to come by. Handgun sales are only slightly down from the summer. There is extreme demand for Sig Sauer P365s and S&W M&P9 Shield EZs. Sales of MSRs have slowed to four per month. Springfield Saints and S&W M&P 15 Sport IIs are seeing the most attention. “We are seeing allocations from last year coming in from several high-end manufacturers. However, we are now experiencing reduced demand,” said Hartsock.

are in high demand, with Kimber 1911s and S&W M&P9 Shield EZs pulling the strongest numbers. Scountz also said there is interest in Springfield Hellcats, but sales are based on availability.

Smallest Pawn, IDWorld’s Fruitland

Selling a mix of saddles, jewelry, and musical instruments, this pawn shop manages an inventory of more than 400 guns and bills itself as “the friendliest pawn shop in Idaho.” Handguns continue to move quickly. Glock 19s and FN 509s see the most action, followed by the Taurus G3. “Handguns just continue to feed this store. I can’t imagine our retail business without them. They simply always sell,” said manager Lonnie De’Andre. MSR sales have slowed to about four per month. A mix of FNs and Sig Sauers get the majority of sales. Bolt-action guns at the low and middle price points are difficult to get. A few Ruger Americans and CZs are available. Rifle ammo is very difficult to get.

Shooter’s SupWISuperior ply, Superior

Located across the state line just one block from Lake Superior, this long-standing Duluth-area shop specializes in firearms, safes, reloading supplies, and soft goods. Handgun inventories are strong, and this retailer credits its long-standing relationships with independent distributors. “We have good stock on handguns and while it’s not always what would have originally ordered, we are meeting demand. Last year’s allocations are having an impact on filling our cases,” said owner Pat Kukull. The store has good stocks of Smith & Wesson M&P9 Shield EZs, Glocks, and Sig Sauers. MSR turns have slowed to two per week. Top sellers are S&W M&P 15 Sport IIs and Ruger 556s. Sales of bolt-action rifles are steady. Winchester Models 70s and Ruger Americans in .243 and 6.5 Creedmoor see the most action. Used waterfowl guns are in high demand.

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10/11/21 8:32 AM

by peter b . mathiesen

Shooting Supplies, Gun Shop & Range, Gun-A-Rama, JerRIBullseye PABob’s NJCaso’s Woonsocket McKeen sey City Located just south of the Massachusetts line, this small-town New England retailer specializes in ammo, handloading, and handguns. Hunting rifles and hunting ammo inventories are on this retailer’s mind. “I haven’t seen a box of .300 Win. Mag. or .30-06 in eight months,” said owner Paul Conley. Turns on MSRs are about three per week for this retailer. The top seller is the S&W M&P 15 Sport II. The Ruger 556 is also seeing a few turns. One out of four sales goes to higher-end rifles such as those from Daniel Defense. Handgun sales were excellent the past few months, and Conley says he expects that trend to continue through the fall. The 9mm platform is seeing the most demand, and the Glock 19 and the S&W M&P9 Shield EZs are the top sellers. Sporting shotgun inventory is low, but there are a few CZ over-and-unders and Mossberg 500s in stock, along with a selection of used guns.

Located south of Erie off I-79, this retailer specializes in concealed carry, training, and defensive firearms. They stock close to 400 firearms. The store has seen strong sales throughout the pandemic. According to owner Bob McDowell, those sales are complemented by the store’s range and training programs. “Both the range and our training programs help keep our sales high,” he said. Glock 43s and 19s hold the high spot for this retailer, but Sig Sauer P365s and P320s are definitely seeing increased interest. Sales of MSRs are slowing. The mix includes both lower-end and high-end rifles, including S&W M&P 15 Sport IIs, Ruger 556s, and a few Sig 516s. Sales of defensive shotguns have slowed, but a few Mossberg 590 Tacticals are turning. Used upland shotguns are seeing increased demand.

Located in the shadow of lower Manhattan across the Hudson River, this retailer has been in business for nearly 50 years selling handguns, rifles, and shotguns. The store is family run and always has fresh hot coffee on hand. “While I can’t always give a customer exactly what they want, our overall inventory is strong right now—as long as it’s a Glock, Smith, or Sig,” says owner Lisa Caso. Handgun ammo stock is almost back to normal, but rifle ammo and bolt-action guns are scarce. As for MSRs, Stags, Troy, and S&W M&P 15 Sport IIs are still selling moderately well. “Though sales of MSRs have slowed a little, the MSR platform continues to grow with hunters,” she said. Shotgun sales are starting to pick up with a few Mossberg home-defense guns. The store also reports a good selection of short-barreled pumps on hand.

across the board are in very low inventory and not expected to improve this season.

Scott Outdoors, Jay

This rural north-Florida panhandle retailer, one of the largest independents in the south, stocks more than 5,000 firearms. Sales of MSRs have slowed to three per week. S&W M&P 15 Sport IIs are pulling the best turns. “The price is great and consistent delivery continues,” said manager Jim Brown. Other MSR rifle sales include Daniel Defense and ArmaLite. Deer season sales are warming up. A few Savage Axis combos have crossed the counter, along with Browning X-Bolts and Tikkas in 7mm-08 and 6.5 Creedmoor. Ammo inventories are a challenge, but the store is able to keep up with high demand for .223 and 9mm. However, other popular calibers, such as .3030 and 6.5 Creedmoor, haven’t been stocked for nearly six months Handgun sales continue to be on a hot streak. Brown notes that anything that is small and concealable flies out the door. Top sellers are Shield EZs and Sig Sauer P365s.

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River City Firearms, Louisville This metro Louisville dealer

stocks an average of 400 firearms with three employees. Handguns sales continue to be strong, especially for smaller concealed-carry models such as S&W M&P9 Shield EZs, Sig Sauer P365s, and Glocks. “We’re like everyone else, trying to make our allocations work as hard as they can, and we buy what we can get,” said manager John Fulkerson. While other dealers struggle with ammo shortages, this store found a solution to the problem when a local custom ammo manufacturer approached them with an offer to supply 9mm ball ammo. “It started in July. We get 1,000 rounds per delivery, and by September we had sold over 50,000 rounds with many repeat purchases. It’s been rewarding to see a small emerging manufacturer in our area,” said Fulkerson. Sales of MSRs have fallen slightly, but inventory has improved. Top sellers include models from Radical Firearms as well as S&W M&P 15 Sport IIs. Bolt-action rifles

TXGun Sport LTD, Odessa

This west Texas firearms retailer specializes in a mix of high-end custom rifles and shotguns, home security, and reloading components. The store inventories more than 3,000 new and used guns with an average staff of six employees. Sales of handguns remain high at this location. Top sellers include Kimber 1911s and Micros. Sig Sauer P365s and Glock 19s also are turning briskly. “Our handgun sales have been super consistent, and it’s nice seeing good shipments from our biggest sellers,” said manager Clay Marler. MSR sales are steady, but have slowed. “Our customers are becoming slightly more price sensitive,” Marler said. Top selling MSRs include a mix of DPMS, Ruger 556s, and Daniel Defense. At the rifle counter, anything in 6.5 Creedmoor turns quickly.

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NEWPRODUCTS 2

BIRCHWOOD CASEY TEXAS STAR

The Texas Star is a new reactive target developed by Birchwood Casey to build shooting speed, boost the ability of a shooter to acquire targets quickly, and to train them to engage multiple targets with precision and confidence. Rated for handguns, rifles, and shotguns, the Texas Star stands four feet tall and offers five six-inch-diameter easily resettable targets that pivot backward on impact. The assembly is made of strong AR500 steel for long life and durability, and it dissembles easily for transport. SRP: $349.99. (birchwoodcasey.com)

ADVANCE WARRIOR SOLUTIONS FRAME RIFLE CASE

The FRAME rifle case with backpack strap is made from 600D poly PVC material that offers durability and resistance to water and debris when transporting firearms. The dual-pocket system allows complete customization and versatility via MOLLE-point attachments. With multiple carry points and hideaway backpack straps, the FRAME rifle case offers convenience and ease in travel for tactical operations or quick trips to the range. Other features include a 21-inch hideaway pocket for extra storage, a locking wall divider for added protection, and an interior MOLLE wall for cinch straps and accessories. The 36-inch model is perfect for a rifle; the 28-inch model is compatible with most standard-configuration sub-compact, SBR-, and AR-pistol formats. SRP: $99.99, 36-inch rifle case; $84.99, AR Pistol case. (advancewarriorsolutions.com)

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by slaton l . white

RCBS

CHARGEMASTER LINK

RCBS, the leading manufacturer of ammunition reloading equipment for rifles and pistols, has decided that even powder dispensers need to enter the modern age. That’s why its new ChargeMaster Link powder dispenser now offers Bluetooth technology to make the reloading process easier and faster. The ChargeMaster Link’s Bluetooth capabilities give the discerning handloader the ability to run the entire unit from a smartphone using the free, newly redesigned RCBS app. Doing so not only allows a user to save custom loads on the app, but to run the machine more quickly and efficiently. Hands-free operation with the app also means a reloader never has to touch the dispenser during the weighing process, ensuring more accurate readings. The ChargeMaster Link boasts 0.1-grain accuracy and a 2,000-grain load-cell capacity. The unit can run on an external battery, meaning reloaders can operate it at home or in the field without being tied to power cords. The unit also features a universal four-country CE approved power supply and an LCD display with intuitive push-button controls. SRP: $349.95. (rcbs.com)

SENTRY PRODUCTS GROUP HEXMAG

After the acquisition of the Hexmag brand in 2017, Sentry Products Group set out to refine and expand their magazine and gun-accessory line. The most recent advancement is Sentry’s Carbon Fiber AR-15 magazine. Made from a proprietary carbon-fiber composite blended with Sentry’s Polyhex 2 polymer, the magazine offers exceptional durability and consistent performance. Although Hexmag’s polymer magazines are known for reliability and resiliency, the introduction of carbon fiber significantly increases the overall strength and rigidity, both of which further enhance performance. An added benefit to the end user is that carbon fiber reduces total weight by 20 percent over the standard magazine. As with all Hexmag products, the new Carbon Fiber AR-15 Mag features the patented Hexture pattern for confident and positive grip no matter the environmental conditions. The magazine also features the industry’s first tool-less take-down design, making cleaning and maintenance a far easier and faster process. In addition, a heat-treated stainless-steel spring eliminates corrosion and resists fatigue even while loaded for long periods of time. Hexmag’s True-Riser system allows customization of the magazine’s carrying capacity in order to comply with various state and local regulations. In all, the magazine can be configured for a 10-, 15-, or 30-round capacity. And with Sentry’s HexID color-identification system, the user can quickly identify caliber and ammo type through the coded safety system that features high visibility followers and a latch plate. SRP: $21.99. (sentrytactical.com)

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NEWPRODUCTS 6

DSG OUTERWEAR FIELD PANTS

DSG Outerwear, a premier maker of technical, high-performance, and size-inclusive hunting apparel for women, has released its newest pair of field pants. Like all DSG Outerwear apparel, the pants are created by women for women. This means they are not extra baggy in all the wrong places. Instead, they are purposely designed to fit the female form. These lightweight, stretchable athletic pants are constructed with durable, ripstop fabric with articulated knees for better performance when hunting. The pants also feature large cargo pockets, one located on each front thigh. Two front hand pockets, along with two rear pockets, keep smaller items like your hunting license or ID within easy reach. Available in stone grey in sizes XXS to 3XL. SRP: $59.99 (dsgouterwear.com)

BLACK HILLS AMMUNITION .300 WHISPER/.300 BLACKOUT

Originally designed by J.D. Jones of SSK and called the .300 Whisper, the unique cartridge now generally called the .300 Blackout allows one firearm the option to fire a supersonic cartridge with power approximately equal to the Russian 7.62x39, or with a change of a magazine, to fire subsonic ammunition, that with the use of a suppressor, makes the cartridge, if not silent, much quieter. One of the challenges of choosing the quieter subsonic version is getting effective on-target performance with a velocity of around 1,000 fps. Most bullets, especially rifle bullets, do not expand well, or at all, at that velocity. Black Hills Ammunition now offers a good solution to that problem. Enter the 198-grain Subsonic Dual Performance round. This load not only expands to provide good terminal performance, but after expansion the three expanded petals separate from the shank of the projectile to cut three separate wound tracks, further increasing terminal effectiveness. The shank of the projectile then continues on to penetrate to around 20 inches (as demonstrated in 10-percent ballistic gelatin). This optimum balance of on-target effectiveness and penetration is accomplished through the magic of CNC-machined monolithic projectiles made by Lehigh Defense for Black Hills. With precision machining of solid copper, it is possible to design and produce projectiles that can accomplish things not possible with conventional lead-core projectiles. (black-hills.com)

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GALCO

IDEFENSE

It’s sometimes difficult (or impossible) to carry a personal-defense handgun in a conventional holster worn on the body. For those times, or for full-time carry, Galco offers day planners to hide a handgun in plain sight. The iDefense carries not only a personal-defense handgun, but also accommodates a tablet computer. This “day planner” safely secures a compact or full-size personal-defense handgun and spare ammo in an elasticized nylon holster that is concealed within a zipped compartment. The tablet is held in place outside the gun compartment on a sturdy backing plate that’s fully adjustable for tablet angle. The separation of holster compartment and business tools puts iDefense on the self-defense agenda in settings that require complete discretion. It comes with a Day Runner calendar and a pad of ruled paper. Made from fine leather and padded to prevent printing, the iDefense features a lockable zipper pull and a removable wrist strap. Holsters and spare ammo loops are elastic to accommodate handguns of various sizes. SRP: $172. (galcoholsters.com)

SMOKEY MOUNTAIN KNIFE WORKS

REMINGTON PROSPECTOR

Remington recently announced a licensing partnership with Smokey Mountain Knife Works (SMKW) to develop and distribute the 2021 Remington Bullet Knife, which it calls “Prospector.” Originally introduced in 1922, the Remington Bullet Knife series is widely known and sought after by Remington fans, knife enthusiasts, and collectors alike. The hand-honed blades are made of 1095 carbon steel tempered to a Rockwell hardness of 59. The liners are made of cartridge brass, and the handle is made of molasses jigged bone. All parts are manufactured and assembled in the United States by the skilled American craftsmen at Great Eastern Cutlery. The drop-point blade is 3.1 inches long; the Spey blade is 2.75 inches long. Weight is 3.74 ounces. SRP: $169.99. (smkw.com)

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THE SIMPLE TRUTH

by miles hall

Refit and Realignment A successful business requires constant attention.

es, I am aware that the title sounds like a sales pitch for a chiropractor, but please bear with me. Designing, building, and opening a store takes a special breed of entrepreneur. It’s not for everybody. This

is a creative journey that requires a lot of work, sweat, time, and a few tears. Those that survive become the face and caretaker of the industry in their area. And once the heavy lifting is over, and you begin to sample the fruits of your success, you may be tempted to sit in your favorite rocking chair and just enjoy the ride. However, as some would say, “but wait, there’s more.” If you get too comfortable or think you now know everything, you most likely will miss the ebb and flow of sales demands. When this happens, your customers (which I prefer to call your guest base) will begin to pass you by for other establishments that are actually keeping up with the wants and needs of their guest bases.

Case study

PHOTO COURTESY OF NSSF

A long-established store that was still in its original location ran into this very same issue.

Though the store was small (square-footage wise) the owner made full use of every cubic inch of space. I was impressed by how well they packed in products, from floor to ceiling and from wall to wall. You could barely walk through the aisles, but, wow, did they have a lot of stuff. The dealer and manager were very boastful of the volume of products carried, but I could see that this approach had blinded them to what the market actually needed. As we walked through a bursting cornucopia of product, we could easily see the age of many of the items, revealed by faded boxes covered with a thick layer of dust. Another giveaway? The multiple price tags (changed to keep up with manufacturer price increases). Many items had more than four tags, and since most companies raise prices only once a year, it was easy for us to do the math to determine how long these items had been sitting on a shelf. I got the sense the pair bought only those products that they personally liked, a common mistake in this business. And, they somehow believed that cramming all this into a small space was effective product display, another common mistake. The geographic area around the operation was bustling and growing, in stark contrast to the data we had received about the economics and population. Clearly it was very old data. So, our team dove into gathering current information. We also talked to civic leaders and local citizens. Soon a picture came into focus of the needs of the area, and it appeared to be very different from the vast majority of the store’s current product line. The name of the business also was a problem—it did not reflect the diversity of the lines they hoped to carry, the history of the area, or the untapped and ever-growing guest base. Where to start? First, we got the owners to ask themselves “How and with what product mix do we best serve the community?” This is a soulsearching question. To their credit, they came to a decision that allowed us to help them refit and realign the business. That done, we tackled the name of the business. The new name now not only reflected the area the business served, but better indicated the products they offered. Following the guidance received from the guest base, key departments were expanded, modified, or eliminated outright. Don’t fill the store with products that only you like. Instead, stock the products your customers want to buy.

Two product areas that were beefed up were guns and ammo. The original selection was very small, so adding more “hot” models and widening the base line were well received. In fact, as those products were being put out, the guests in the store started buying them immediately, telling store personnel that they were “thrilled” to see these products. Another comment here was that it was “about time” the store added these lines. Next, any item more than two years old was dropped, which cleared up space for in-demand product. We felt the store’s new approach was a recipe for success. It was. In the first five months, the store saw a 55-percent increase in sales. The refit and realignment also delivered the operation’s first million-dollar revenue year. That success brought another key insight: the store now needed a bigger and more appropriate location, one that would help bring the brand into alignment with the rich heartbeat of that part of the country. The new location would also serve as a solid base for future growth. The Simple Truth is your guest base will always lead you to the products and services they want and need, but you need to listen.

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 FFL dealers around the country run more efficient, profitable, and impactful businesses. (HallnHall.com)

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