Issuu

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THE TIMNEY TOUCH PAGE 26

SHOT SHOW 2027 IS JUST AROUND THE CORNER PAGE 32

INNOVATORS & INFLUENCERS

IN THE SHOOTING SPORTS INDUSTRY PAGE 36

THE RITON SOLUTION PAGE 4

EOTECH

IS JUST GETTING STARTED PAGE 18

NEW PRODUCTS

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FIVE MINUTES WITH: SHELLSHOCK PROTECTION SETS ITS SIGHTS ON EYES AND EARS

FYI: GREAT CAMP FOOD BEGINS WITH CAMP CHEF

THE SIMPLE TRUTH: INFORMATION GOLDMINE

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Contents

SHOT Business | November/December 2026

CO LUMNS

FEA T U R E S

06 • EDITOR’S NOTE

18 • JUST GETTING STARTED! By Brian McCombie

07 • NEWS BRIEFS

WWW.SHOTBUSINESS.COM NOVEMBER/DECEMBER 2026

14 • FIVE MINUTES WITH

THE TIMNEY TOUCH PAGE 26

SHOT SHOW 2027 IS JUST AROUND THE CORNER

26 • THE TIMNEY TOUCH By Andrew McKean

16 • FYI

PAGE 32

32 • INVESTING IN SUCCESS By Slaton L. White

INNOVATORS & INFLUENCERS

IN THE SHOOTING SPORTS INDUSTRY PAGE 36

THE RITON SOLUTION

36 • INNOVATORS AND INFLUENCERS By Slaton L. White

PAGE 4

EOTECH

IS JUST GETTING STARTED PAGE 18

NEW PRODUCTS

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FIVE MINUTES WITH: SHELLSHOCK PROTECTION SETS ITS SIGHTS ON EYES AND EARS

FYI: GREAT CAMP FOOD BEGINS WITH CAMP CHEF

DEPA RTMENTS

THE SIMPLE TRUTH: INFORMATION GOLDMINE

ON THE COVER SB_1226_Cover Digital.indd 1

Cover image by Riton. The Riton Solution.

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42 • WHAT’S SELLING WHERE 44 • NEW PRODUCTS 52 • THE SIMPLE TRUTH

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SOUND SUPRESSOR

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This issue’s cover brought to you by:

THE RITON SOLUTION

“Solve problems for the consumer, and be a reliable partner that’s also easy to work with for our retailers. That’s the goal.” So says Trent Marsh, Marketing Director at Riton. For Riton Optics, that means making optics easier to understand, easier to sell, and easier to support. “Understanding that caliber and platform matter far less than how the product will actually be used is the first step in helping hunters and shooters make the right decision for their optics,” he says. That philosophy is reflected throughout the Riton lineup. The Primal, Tactix, and Conquer families are organized around use-case, with products designed for hunting, tactical/EDC, and precision/long-range applications, respectively. For consumers who don’t know exactly what to look for, this organization creates a straightforward path to the right optic. For retailers, it creates a product offering that is equally straightforward to present. “If the way we bring those products to market also makes the job of our retailers easier, by presenting them in a way that new or experienced shooters can appreciate, then all the better,” Marsh adds. Within those families, products like the 5 Primal 3-18x50 Crossover and 5 Primal 15x56 binocular

provide solutions for specific consumer needs, while stalwart offerings like the 1 Primal 3-9x40 and 3 Primal 10x42 binoculars maintain the functionality and affordability needed for broader applications. The same approach carries across the Tactix and Conquer families. Trusted configurations shooters shop for every day are complemented by specialized, purpose-built products for more discerning customers.

But making products easier to sell is only part of being a good retail partner. Riton can be purchased direct or through distribution. The manufacturer also fiercely protects MAP, doesn’t compete with its dealers on price, and backs its optics with a lifetime, transferable, no-fault warranty that covers its red dots as well. “We hunt. We shoot. Our entire leadership team has experience in the industry. We understand what it means to offer value to the consumer and to our retailer partners,” Marsh says. “That’s what makes Riton different.”

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EDITOR’S NOTE

Two Paths

Sometimes being a one-trick pony is the key to success. Other times, it makes sense to branch out.

ou can’t be “all things to all people” is a business axiom that too many companies ignore. You develop a core competency, gain market share and satisfied customers, and then decide to branch out into an arena you know little or nothing about. The usual result is disaster.

Boston Market is a prime example. Founded as Boston Chicken, it did one thing, and one thing only—make great rotisserie chicken. But in a rush to expand its national footprint it added other dishes such as turkey, meatloaf, and ham. The expanded menu, which seemed to upper-level executives like a good idea at the time, also required a new name—Boston Market. In the process of doing all this the company lost focus and moved away from the one thing at which it excelled—great rotisserie chicken. The expansion also added a lot of debt, which eventually led to bankruptcy. But Timney Triggers (page 26), as you’ll learn in this issue, is different. In his profile of this manufacturer, Andrew McKean says, “Timney has become the largest trigger company in the world, its distinctive mango-yellow packaging adorning racks at gun-accessory counters, the pegboards of gunsmiths, and the bottomless depths of the internet. If the company’s sustained growth can be credited to manufacturing consistency, it’s also because of its singular focus. Timney doesn’t make suppressors or scope mounts. It doesn’t intend to replace your gun’s stock or barrel.”

In other words, they make triggers. Just triggers. Why do they stay in their lane? Because, it’s what they do best. Nothing wrong with that. Diversification can work, if it’s done intelligently and doesn’t stray from a core competency. And that’s the key to the success at EOTECH, as Brian McCombie explains starting on page 18. Best-known for its Holographic Weapons Sights (HWS), EOTECH has spent the last several years diversifying into magnified scopes, micro red dots, night-vision and thermal systems, and on-gun laser devices. “The internal strategy of magnified optics was to diversify our optic portfolio,” says John Bailey, EOTECH’s vice president of marketing. “We wanted to be more than a one-trick pony with our HWS. We also felt our brand had a great reputation for quality, dependable optics and launching a high-performing lineup would be accepted in the market.”

Slaton L. White, Editor

EDITORIAL & CREATIVE EDITOR w SLATON L. WHITE GROUP MANAGING EDITOR w HILARY DYER ART DIRECTOR w TOD MOLINA ADVERTISING SALES TEAM w PATRICK BOYLE w BRAD BISNETTE w MIKE KIZZIRE 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 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 w LISA DAVIS VICE PRESIDENT, EXHIBITIONS & EVENTS w MELISSA SCHILLING VICE PRESIDENT, GOVERNMENT RELATIONS w PATRICK ROTHWELL VICE PRESIDENT & CFO w JOHN SMITH VICE PRESIDENT, MEMBER SERVICES w JOHN MCNAMARA SENIOR DIRECTOR, COMMUNICATIONS AND SAFETY INITIATIVES w JADE MOLDAE SHOT BUSINESS (ISSN 1081-8618, USPS 25801) is published bimonthly by COLE Publishing, 415 E Wall St, Eagle River, WI 54521. Periodicals postage is paid at Eagle River, WI. POSTMASTER: Send address changes to SHOT BUSINESS, PO Box 2707, Eagle River, WI 54521. All rights reserved. Contents may not be printed or otherwise reproduced without written permission of COLE Publishing. Periodicals postage pending at Eagle River, WI 54521 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 ©2026 by NSSF. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher.

Rifle triggers have come a long way over the years, and Timney Triggers is a big reason why.

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MEMBER/SUBSCRIBER SERVICES: membership@nssf.org

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NEWS BRIEFS N E WS

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PR O MO T I O N S

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AWAR D S

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OU T R EA CH

BERETTA USA EXPANDS SUPREMA WATERFOWL COLLECTION

eretta USA has expanded its Suprema Waterfowl Collection with the addition of the Mossy Oak Original Bottomland, one of the most iconic camouflage patterns in waterfowl hunting. Combining Beretta’s nearly 500 years of field innovation with one of the most trusted concealment systems in the industry, the expanded Suprema Collection delivers the protection, comfort, and performance waterfowl hunters demand in the harshest conditions.

From flooded timber and marshes to agricultural fields and open water, the Suprema Waterfowl Collection was engineered to provide complete protection and comfort throughout every stage of the hunt. Designed as an integrated layering system, each piece delivers waterproof performance, breathable comfort, premium insulation, and unrestricted mobility. “Waterfowl hunting demands equipment that can perform in some of the most challenging environments, from freezing temperatures and harsh weather to long days spent in the blind,” says Patrick Mocorro, head of clothing and accessories at Beretta USA. “The Suprema Waterfowl Collection was designed around the needs of serious hunters, combining advanced

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technical materials, functional layering, and trusted concealment to create a complete system that delivers comfort, protection, and performance. Pairing this collection with Mossy Oak Original Bottomland brings together two iconic names in the hunting world to create gear built for the modern waterfowler.” The Suprema Waterfowl Collection includes seven separate SKUs. The Suprema 3L Wader Jacket is a waterproof, breathable outer shell designed to provide protection against rain, wind, and harsh conditions while maintaining mobility. Suprema 3L Bibs are built for all-day comfort and durability with weather protection designed for long sits in the blind. The Dive Insulator Jacket is a lightweight insulating layer

that provides warmth without unnecessary bulk. The Dive Insulator Vest is versatile insulation designed for adaptable layering throughout changing temperatures. The WindStryke Hoodie is a technical midlayer offering warmth, comfort, and wind protection for early mornings and cold conditions. The WindStryke Vest is a lightweight layering option designed for mobility and temperature regulation. Elite Pro Merino Base Layers consist of premium merino wool construction designed to provide moisture management, temperature regulation, and allday comfort. beretta.com

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NEWS BRIEFS

POLITE SOCIETY INDUSTRIES LAUNCHES PREMIUM SILENCERS Polite Society Industries (PSI) has announced its first line of premium silencers, covering rimfire through .36 caliber. The silencers are designed by a team of industry veterans, taking advantage of laser powder bed fusion, an advanced metal 3D printing process. “We designed our silencers around what laser powder bed fusion makes possible,” says Jon Scott, president of Polite Society Industries. “You can form geometry inside a silencer that nobody would have considered ten years ago and put material only where the part actually needs it. What comes out is light, durable in the places that take the abuse, and does its job. Weight, strength, and suppression used to be a trade—you gave up one to get another—but not anymore.” Every PSI silencer carries the same promise. If used properly and it breaks, the company fixes it. If it cannot be fixed, it is replaced. If it cannot be replaced, the customer gets their money back.

“Until this year, you waited the better part of a year for a silencer, and if something went wrong, making it right could mean starting the federal paperwork over and waiting all over again for something you had already paid for,” Scott says. “That wait is largely now over. We wrote our warranty to be used when needed.” Pricing follows the same thinking. “A silencer costs less to build today than it did ten years ago, and that is true across this industry,” he says. “But the prices people are used to were set when a silencer took the better part of a year and $200 in tax to get. Scarcity like that keeps prices high on its own. That scarcity is gone. It seems more polite to pass along the savings than to keep pricing for a market that no longer exists.” The phrase “An armed society is a polite society,” from Robert Heinlein’s book Beyond This Horizon, is the philosophical position on which PSI is founded.

https://politesocietyind.com/

PERFORMANCE YOU CAN TRUST

here’s an old saying with the ring of truth: ounces equal pounds, and pounds equal pain. Anyone who’s spent a full day carrying a rifle over rocky terrain understands exactly what that means. It doesn’t matter if you’re a trained professional or a weekend range goer; all that unnecessary weight adds up fast. Every extra ounce hanging from your rifle or riding on your gear eventually takes its toll. Lucky for us, Blue Force Gear set out to solve this problem decades ago. Not by making compromises, but by rethinking how tactical equipment should be built in the first place. Today, Blue Force Gear ranks among the industry’s most respected names in lightweight tactical equipment. Their slings, load-bearing gear, medical pouches, belts, and accessories are trusted by military units, law enforcement agencies, and armed citizens around the world. These products aren’t designed to look tactical sitting on a shelf, though. They’re built to perform when people are counting on them. The reality is that not every sling, pouch, or belt is created equal. Materials matter. Stitching matters. Design matters. And experience matters most of all. Blue Force Gear has spent years refining each of those details. One of the company’s biggest contributions has been its commitment to cutting weight without sacrificing durability. Through proprietary materials such as ULTRAcomp, they’ve developed equipment that’s lighter, stronger, and more resistant to wear than many traditional alternatives. The result is gear that’s easier to carry through a long training day while still standing up to hard, real-world use. It’s an approach that reflects how professionals actually use their equipment. A sling is part of a rifle’s handling characteristics, so a poorly designed sling becomes a distraction while a good one disappears until it’s needed. Which, as it so happens, is exactly why the Vickers Sling has become one of the most recognized rifle slings in the world. Designed in collaboration with retired Army Special Operations veteran Larry Vickers, the sling introduced a simple concept that changed expectations across the industry—quick, intuitive adjustment that can be accomplished without breaking focus on the task at hand. Since then, countless shooters have adopted the design and just as many manufacturers have tried to imitate it. The original, however, remains the benchmark. That same “quality products, reliable service” philosophy runs through Blue Force Gear’s entire lineup. Every pouch, belt, and accessory prioritizes practical

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Politeness is a choice people make when they have every capacity to impose and choose not to, and PSI products make that choice easier.

function over unnecessary complexity. Clean designs, quality materials, and thoughtful engineering consistently outweigh virtually everything else. It should be no surprise that Blue Force Gear has earned its reputation the hard way— through years of use by professionals whose equipment doesn’t get second chances. Professionals, whether it be LEOs, military personnel, or big-name competitors, rightfully have a low tolerance for mid-tier, C-grade equipment. They demand quality and consistency, knowing full well that when worst comes to worst, their lives depend on their gear as much as their training. Second chances just don’t happen. It’s a lesson the firearms industry continues to learn, Blue Force Gear included. To that point, the company continues to represent something increasingly valuable: purposeful innovation. Not innovation for the sake of headlines, but meaningful improvements that make equipment lighter, stronger, and easier to use. In today’s crowded, often gimmick-filled market, where products consistently fall short of their promises, Blue Force Gear’s dedication to building quality gear speaks for itself.— Corey Ritter blueforcegear.com

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SAVAGE UPGRADES AXIS LINE

avage Arms has announced the first major news to the AXIS family since its relaunch in fall 2024. The latest updates include threaded barrels across the entire Savage AXIS lineup while the AXIS 2 models now offer user-adaptable length of pull. The new enhancement applies to all four models: AXIS 2, AXIS 2 PRO, AXIS 2 XP, and AXIS XP. The threaded barrels are compatible with most aftermarket muzzle brakes and suppressors, offering shooters increased customization and performance options. “Whether you’re hunting, spending time at the range, or building a more personalized rifle setup, threaded barrels and stock adjustability add meaningful versatility for shooters,” says R.J. Contorno, senior product manager at Savage Arms. “We’re excited to bring that capability to the AXIS platform.” The AXIS series has long been recognized for its affordability and accuracy, catering to a wide range of shooters from novices to experts. The addition of threaded barrels underscores the company’s commitment to providing versatile and user-friendly firearms. This update allows users to tailor their shooting experience further, whether for hunting, target shooting, or tactical applications.

User-adaptable stocks have been part of the Savage lineup since the introduction of AccuFit in 2018. That same recoil pad spacer set-up now allows AXIS 2 users to change between a compact and full-size stock with two simple screws in the recoil pad. The AXIS 2 model features an ergonomic stock design, a sleek bolt handle, and a reliable action, ensuring consistent performance. The AXIS 2 PRO builds upon this foundation with additional enhancements like Cerakote finishes and spiral fluting. The AXIS 2 XP models come equipped with factory-mounted and bore-sighted scopes, offering out-ofthe-box accuracy. The AXIS XP provides a balanced combination of performance and value, making it an excellent choice for budget-conscious shooters. By integrating threaded barrels across the entire AXIS lineup and stock upgrades to AXIS 2 models, Savage Arms continues to deliver on its promise of innovation and quality. Shooters can now enjoy the benefits of reduced recoil, improved accuracy, and the ability to customize their rifles to meet specific needs and preferences. savagearms.com

WOOX INTRODUCES GLADIATORE V2 PUMP-ACTION SHOTGUN STOCK AND FOREND The new Gladiatore V2 Stock and Forend from WOOX is a premium upgrade solution for compatible Mossberg pump-action models. The Gladiatore V2 is available in American walnut as a stock, forend, or a complete kit. “With a precision-fit walnut stock and forend, the new Gladiatore V2 enhances the performance of your Mossberg pump-action shotgun,” says Ben Fleming, CEO of WOOX USA. “This upgraded design reduces length-of-pull, helping to get you on target faster and stay on target longer. Improved ergonomics, balanced feel, and a secure grip give you control you can rely on when it matters most. Each piece is individually handcrafted from selected Claro-grade American walnut in limited runs.” The new Gladiatore V2 wasn’t built to look different; it was built to shoot different. This new state-of-the-art line represents a significant expansion of WOOX’s commitment to expanding its signature Italian-American design for a growing audience of shotgun enthusiasts. Three specific design changes were incorporated into the new V2 with the ultimate outcome—incredible performance. With its unique wraparound grip technology, the new V2 grip seats itself. The aggressive checkering keeps your hand in one position; no repositioning is needed between shots. A ventilated butt pad design dissipates recoil for control without sacrificing style. The result is faster, cleaner follow-up shots without losing target acquisition. Available for the following Mossberg models: Maverick 88 and Mossberg 500, 590, and 590A1 variants. SRP: $439. wooxstore.com

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NEWS BRIEFS

WINCHESTER ROLLS OUT SUPER MATCH

Super Match, a recently released new line of competition-ready ammunition from Winchester, includes match-grade centerfire pistol, rifle, and shotshell ammunition designed to set the standard for competitive performance. This extensive line of ammunition is precision-engineered for serious competitors that demand absolute consistency, reliability, and results. From dynamic action shooting to long-range precision, Winchester Super Match delivers. “Super Match is the answer for the competitive shooter,” says Kyle Masinelli, vice president of manufacturing at Winchester Ammunition. “The extensive line covers needs for all categories of dynamic action-shooting competition, and it delivers exceptional accuracy, reliability, and consistency. Our product engineers collaborated with some of the best competition shooters in the world to develop this ammunition and deliver the best possible product for competitive and recreational shooters.” Centerfire pistol offerings—available in 9mm, .40 S&W,.38 Super Auto+P, and .45 Auto—include flat nose projectiles for ultimate accuracy or round nose projectiles for optimal cycling. The 9mm

offerings have both flat nose and round nose projectile options along with multiple grain weights. All offerings are primed with high-sensitivity primers to reliably ignite in tuned competition guns and are optimized for minor or major power factors. For 3-Gun and other dynamic rifle shooting competitions, Winchester Super Match offers .223 Rem. and 5.56 NATO loads that feature heavy-forcaliber boat tail hollow point (BTHP) projectiles for competition readiness straight out of the box. Super Match precision rifle ammunition is available in .308 Win., 6.5 Creedmoor, 6.5 PRC, 6 ARC, and 7.62 NATO. The .308 Win. and 6.5 Creedmoor offerings feature either a BTHP projectile or BC Max polymer-tipped projectile for ultimate long-range performance. The 6 ARC features a BTHP projectile, and the 6.5 PRC features the BC Max polymer-tipped projectile. The BC Max bullet is an all-new projectile from Winchester that is manufactured with next-generation bullet-assembly equipment to deliver unprecedented accuracy and the highest ballistic coefficient available from Winchester. Super Match 12-gauge shotshells are available

in three configurations: 1⅛-ounce No. 7.5, 00 Buck (nine pellets), and a 1-ounce rifled slug. The shells are engineered with thick-walled hulls and high brass heads to maintain shape in box-magazine-fed shotguns and can handle clay, paper, or steel targets. winchester.com

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BALANCING ACT

Building carbon-fiber-composite rifle barrels requires a deep understanding of advanced composite materials as well as precision manufacturing. arlier this year Thompson/Center Arms unveiled the Encore ProHunter FireStick, a .50-caliber muzzleloader that combines the proven break-open platform with a revolutionary FireStick ignition system to deliver a new standard in muzzleloading performance. By utilizing encapsulated, premeasured powder charges, the Federal FireStick Ignition System ensures

repeatable shot performance, faster reloads, and easier cleaning. Other features of the rifle include a counterbored muzzle that simplifies bullet seating while enhancing downrange accuracy, a Swing Hammer ambidextrous rotating hammer spur that allows easy access when using optics, a FlexTech recoil reduction system, and a button-rifled stainless steel barrel. All very well and good, but what many retailers probably don’t know is how Avient helped T/C create this rifle. Headquartered in Avon Lake, Ohio, and employing approximately 9,000 people worldwide, Avient is a global materials solutions company whose products include colorants, advanced composites, functional additives, and engineered materials. In this case, the ProHunter FireStick’s barrel takes advantage of Avient’s Composite Heat Release technology. “Avient’s proprietary, multi-layer carbon fiber and ceramic composite technology applies the concept of thermal inertia to expedite heat release from the barrel bore to improve overall performance,” says Yves Cordeau, Avient’s market and technology development manager. “Thermal inertia measures how quickly a material returns to ambient temperature after heating. Materials with lower thermal inertia cool faster because they offer less resistance to releasing heat from the material into the air. Higher-density materials typically have higher thermal inertia, or cool more slowly, than lower-density materials. Avient’s Composite Heat Release technology leverages the concept of thermal inertia to reduce internal barrel temperatures. Avient has specifically formulated the ceramic middle layer to reduce thermal inertia and quickly transfer heat outward from the steel bore.” In general, carbon-fiber-modified barrels offer the ability to reduce the weight of a barrel without sacrificing stiffness, thus maintaining accuracy. Carbon fiber is a lightweight, high-strength fiber that boasts up to five times the stiffness-to-weight ratio of traditional barrel steel. “There are several different designs and technologies used on barrels in the firearms industry today,” says Cordeau. “Still, most share a common challenge: managing the heat generated while shooting and maintaining accuracy over multiple rounds. In the case of carbon-fiber-modified barrels, this is no different. How the barrel handles heat is crucial to

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its performance. Some technologies bond the carbon directly to the steel, which can have issues due to differing thermal properties between layers; others have air gaps between the steel and carbon, which can behave as an insulator, effectively trapping heat and exaggerating the effect on accuracy.” Avient’s solution to this challenge is to provide its customers with a specially formulated ceramic layer that rapidly transfers heat away from the barrel bore while bridging any gaps between the thermal properties of the composite and the steel. In the case of the T/C Arms CFT-X barrels, what did Avient engineers do to help create this product? “The team of engineers and scientists at Avient researched, formulated, and developed the ceramic and carbon-fiber-composite technology applied to these barrels, as well as the process to bond them all together with rigorous precision manufacturing standards,” Cordeau says. “This system was created to allow our customers to customize it and use it in ways that best achieve their specific goals—all in a lightweight, high-tech barrel.” Cordeau also notes that the Avient team and the engineers at T/C Arms worked together and “tailored a solution around their steel barrel cores to optimize layer thickness for weight savings, heat dissipation, and stiffness. After a few iterations with different design parameters, a final layup and design were selected, leading to the current product.” This kind of expertise is not lightly acquired. According to Cordeau, developing an effective carbon-fiber barrel takes much more than the ability to combine carbon fiber, resin, and metal. “A fundamental understanding of composite structures is essential because the performance of the finished barrel depends on how the fibers, resin system, and metal liner work together as a single engineered

component,” he says. “Engineers must understand how fiber orientation, laminate design, material selection, and processing methods influence stiffness, vibration behavior, heat transfer, and long-term durability. Even seemingly small changes in composite construction can have a meaningful impact on performance. Hence, a strong grounding in composites engineering is critical to producing barrels that perform consistently from one part to the next.” Beyond composites expertise, carbon-fiber-barrel development requires knowledge spanning materials science, mechanical engineering, manufacturing, and testing. “Designers must understand how different materials respond to thermal cycling, repeated firing loads, and environmental conditions,” says Cordeau. “At the same time, manufacturing teams must maintain tight control over layup, curing, machining, and inspection processes to maintain performance across every barrel that goes out the door. Success comes from balancing all these disciplines to create a barrel that delivers reliable performance under demanding conditions. Ultimately, the best carbon-fiber barrel technologies are the result of a deep understanding of both advanced composite materials and precision manufacturing.” avient.com

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VITAL PART

By Slaton L. White

Check-Mate may not be a household name, but its products are integral components of the firearm industry. Companies that specialize in original equipment manufacturing (OEM) are a vital part of the firearm industry. Many shooters use such products on a daily basis, but they may never know the name of the company that made a particular component. One such company is Check-Mate, a leading U.S. manufacturer specializing in high-quality firearm magazines and precision firearm components. For decades, Check-Mate has been a trusted manufacturing partner to some of the nation’s largest firearm original equipment manufacturers, combining deep experience in the aerospace, defense, and surgical industries with industry-leading and patented magazine technologies. What sets Check-Mate apart is an engineering-driven collaborative approach to product development. From rapid prototyping through full-scale production, the company works closely with its customers to develop, test, and refine each design under real-world conditions. Live-fire testing is captured using high-speed cameras to analyze firearm and magazine performance in detail while rigorous drop testing and validation procedures help ensure durability, reliability, and consistency. At Check-Mate, the goal is not simply to manufacture a magazine—it is to engineer and perfect a complete solution. By combining advanced manufacturing capabilities, extensive testing, and close collaboration with its customers, CheckMate has built its reputation on creating partnerships, not just magazines.

TRUSTED SUPPLIER

Check-Mate started in 1972 as a tool-and-die shop. Two years later, the company won its first military contract. In five decades, it has built more than 100 million magazines for industry leading OEMs, law enforcement, and everyday gun owners. Along the way, it has fulfilled over 400 U.S. military contracts, earning patents for innovations that made magazines more effective and reliable. That has helped the company become a trusted supplier for many of the biggest names in firearms. So, just who is Check-Mate? It is a family-owned enterprise led by CEO Regina Vieweg. Her daughter, vice president Jackie Santoro, represents the third generation committed to American manufacturing excellence. Family-owned means the company prizes reputation and quality over margins. They lead a team that includes tool-and-die makers with decades of experience, engineers who design better magazines and firearm components, quality inspectors who catch problems before they leave the building, and customer service personnel who are trained to respond quickly to customer requests. “We’re not a faceless corporation,” says Vieweg. “We’re a manufacturing company in New York and Georgia, building magazines the right way.” She notes that Check-Mate is the largest supplier of M14 magazines to the U.S. military and is an OEM supplier for more than 30 top firearms brands. “When you buy a new double-stack or single-stack 1911 or M1A, or any other handgun from a major manufacturer, there’s a good chance it came with a CheckMate magazine in the box—even if our name wasn’t on it. Every magazine we make—whether it carries someone else’s brand or ours—meets the exact same standards. That’s not marketing talk. That’s just how we operate. We build to exacting specifications for companies that put their names on the products. We’re fine with that. Our reputation is built on performance, not logos.” The original facility is located in West Babylon, N.Y. The second facility is situated in Thomasville, Georgia. Why two locations? Three reasons, says Vieweg. First, speed. “Northeast orders go from New York. Southern and western orders ship from Ga. That way your magazines get to you quicker.” Second, capacity. “When demand spikes—and it does—we don’t slow down. Two facilities mean we can scale production without compromising quality or delivery times.” Third, resilience. “If something goes wrong at one location— weather, equipment issues, supply chain disruptions—the other keeps running. Your order doesn’t get delayed because of a snowstorm in New York or a hurricane in Georgia.”

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Both facilities handle everything in-house. “Tool-and-die work, stamping, machining, heat treatment, assembly, and quality control are all done on premises,” she says. “We don’t farm out critical steps to the lowest bidder overseas.” Precision is an essential element of Check-Mate’s industrial DNA. “Tolerances on our magazines are measured in thousandths of an inch,” says Vieweg. “Feed lips are positioned within a hair’s width of perfect. Springs are wound to exact specifications. Followers are designed to eliminate tilt and binding. We hold multiple patents, ranging from designs that increase magazine capacity to firearm components that improve core shoot-ability. Our hybrid feed lip design feeds a wider range of ammunition more reliably. Our follower systems reduce malfunctions. Our stainless-steel magazines are through-hardened, not just surface treated. The entire body is hardened for strength and longevity. It’s more expensive, but it’s worth it.” Check-Mate is ISO 9001:2000 certified, which means its quality systems meet international manufacturing standards. “Every magazine is inspected at multiple points during production. Not spot-checked. Every single one,” she says. “And every Check-Mate magazine comes with a lifetime warranty. If it fails, we replace it. No questions. No hassle.”

TEAM CHECK-MATE

Recently Check-Mate announced its sponsorship of world champion pistol shooter Jessie Harrison. Widely recognized as one of the most accomplished pistol shooters in the world, she made history as the first woman to earn Grand Master status in the United States Practical Shooting Association (USPSA). She has also captured numerous World Speed Shooting Championship, Steel Challenge, Bianchi Cup, and USPSA National Championship titles throughout her career. “Jessie has built her career on precision, consistency, and performing under pressure,” says David Blenker, chief business development officer for Check-Mate. “Those are the same qualities we strive for in every magazine we manufacture. She’s an outstanding ambassador for the shooting sports, and we’re excited to have her representing Check-Mate both on and off the range.” “I’m honored to join Check-Mate and be a part of the team that is the leading firearm magazine manufacturer,” says Harrison. “Mags are one of the most understated pieces of equipment, but are one of the most important. Check-Mate prioritizes quality and reliability, and that’s what I look for going into competitions. I believe this will be the beginning of a wonderful partnership and look forward to what it will bring.” As a member of Team Check-Mate, Harrison will compete using Check-Mate magazines while working alongside the company to highlight the importance of dependable equipment in competitive shooting. Her partnership reinforces CheckMate’s dedication to supporting the athletes who demand the highest level of performance from every piece of their gear. check-mate.com

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by robert FIVEa sadowski MINUTES

WITH ... Eric Hung and Paula Li, founders, ShellShock Protection

EH/PL: Content and education are still one of the

biggest ones. With so many new shooters entering the space over the last few years, there’s a real appetite for trustworthy, approachable guidance. People want to learn from someone they trust, not wade through forums or unreliable YouTube channels. Affordable quality is another big one, and it’s really where ShellShock lives. As people tighten their budgets, the middle ground between cheaper intro options and expensive premium gear becomes incredibly valuable. Brands that can own that space have a real advantage. Women, along with new demographics, coming into the shooting sports is a growing opportunity that a lot of brands are just catching onto.

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

EH/PL: It’s the community. The firearm and shoot-

Affordable Quality ShellShock Protection offers shooters hearing protection at reasonable prices.

ing sports industry has some of the most knowledgeable and passionate people out there. They can spot good content and good products immediately, and they’re not shy about calling out anything that’s low effort or a copycat. So when we read the comments and reviews from people who found Pew Pew Tactical helpful or loved a product from ShellShock, it means something. These aren’t casual opinions. When someone in this community takes the time to say something good, you’ve earned it. That’s what gets us excited every morning. Sure, we get the occasional ultra-critical person, but that’s pretty rare. And it’s awesome to see someone in our community jump to our defense. For the most part, the feedback reminds us why we started in the first place and keeps us pushing to do better.

ric Hung and Paula Li are the married couple behind Pew Pew Tactical and ShellShock Protection. About 10 years ago, Eric—with a background in education—

noticed that new firearm enthusiasts had nowhere to turn for honest, straightforward guidance, so he built Pew Pew Tactical as a personal blog. It grew into one of the most trusted resources in the shooting community, helping beginners find their footing. Over the years, Eric and Paula—who brought over a decade of experience in business and marketing— kept hearing the same frustration from their readers: good ear and eye protection was either cheap and unreliable or expensive and out of reach. They knew the gap well, and they knew their audience even better. So they created ShellShock Protection, the aim of which was to provide quality protection gear made specifically for shooters who wanted an upgraded option without the premium price tag.

SHOT Business: What do you think are the biggest challenges our industry will face in the next five years? Eric Hung/Paula Li: How people spend within the firearm industry is already changing. We’re already seeing it with cheaper firearms selling more briskly and ammo bought in boxes instead of by case. As inflation puts more pressure on people’s budgets, consumers are getting a lot more selective about where their money goes. Brands that can’t offer real quality at a reasonable price are going to have a harder time. Global conflict and uncertainty will keep interest in the space alive, but gone are the days of everything sold out just because it was on the shelf. Companies are going to have to work harder, whether that’s through better pricing, real innovation, or products that genuinely get people excited. SB: What opportunities do you see?

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by slaton l . white

EH/PL: The PureSeal Gel Pads are one of those

SB: How will you meet the expectations of your

features that sounds simple but makes a big difference once you’ve used them. Standard foam or plastic ear cushions are rigid and over time they wear down, harden, and lose their seal. The gel is different because it’s flexible and super comfortable. It conforms to the shape of your head and creates a tighter, more consistent seal, which directly improves noise-reduction performance. You’re not just getting more comfort, you’re getting better protection. And when they eventually wear down, you replace the pads, not the whole earmuff. It extends the life of your gear and keeps it performing the way it should for a lot longer.

customers?

EH/PL: We read every single review and comment

that comes in. If someone has a request or a recommendation, it gets logged and fed directly into our next R&D round. We’re actually developing something right now based on exactly that kind of feedback, and we think it’s going to hit on what more and more people in this space are looking for. We take criticism seriously. Not defensively, but as a real tool for getting better. The people in this industry know what they want and they’ll tell you when you’re not delivering.

shellshockpro.com

SB: In a very competitive world, how does

ShellShock Protection stay ahead of the pack?

EH/PL: At the end of the day, we’re not a corporate

brand that hired a team to figure out what shooters want. We are the shooters. Between us and our team of writers, editors, and product testers at Pew Pew Tactical, we’ve put in thousands of hours on the range. We’ve tested virtually every gun and piece of gear that hits the market. We know what good feels like, and we know when something is going to let you down. So when we built ShellShock, we built it for ourselves first. We use our own products because we genuinely love them. That’s not something you can fake, and in this industry, people can tell the difference. That’s what keeps us ahead.

standard with PureSeal Gel Cups for a comfortable fit even after hours on the range. They’re compact, and they come with a carrying case so everything stays protected and travels easily. Our bundles take it a step further by including both ear and eye protection together in one case. Some of our glasses feature light-adaptive lenses that turn darker in UV light, so there’s no need to pack two pairs for indoor and outdoor ranges. Everything you need, ready to go. That convenience was something we felt was genuinely missing in the industry, and that’s exactly what we built at ShellShock.

SB: What led you to develop your EXO Earmuff

SB: Your replaceable Pure Seal Gel Pads is an intrigu-

line?

ing idea. What are the advantages of this feature?

EH/PL: It really came from our readers. After years of running Pew Pew Tactical, we kept seeing the same question come up over and over again, what ear protection should I get? You either went with something cheap but passable at the gun range, spent a little more on Amazon, or you spent $300+ on premium gear. There wasn’t much in between. So we took everything we knew from years of being on the range, listened to what our community was asking for, and built the EXO Earmuff line to fill that gap. Quality you can actually trust, at a price that gets you the most bangfor-the-buck value.

SB: How do these earmuffs differ from the competition?

EH/PL: The EXO line, unlike some others, is all-

inclusive right out of the box. In many cases, you buy the earmuffs, then you realize you need better ear cushions, so you upgrade those. Then you need a case to carry everything. Then you need separate glasses for indoor and outdoor ranges. It adds up fast, and it’s a hassle. We didn’t want that for our customers. Every earmuff comes

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 The EXO line of earmuff hearing protection features replaceable Pure Seal Gel Pads, which are designed to conform to the shape of the head for a tighter, more consistent seal.

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by robert by C hristopher C ogley FYI a sadowski

Camp Chef’s line of rugged propane stoves are designed to help camp cooks prepare greattasting meals in the outdoors.

A Better Way

homes that feature 10,000- to 12,000-BTU burners, until, of course, you consider that the Explorer isn’t meant to be used indoors. “When you’re outdoors, you have to do more than cook; you have to combat the elements,” McGrath says. “You might not always need that much power, but if it’s 10 degrees outside with 20 mph winds, you’ll be happy that you have the flexibility to use all 30,000 BTUs.” Portable enough to take almost anywhere and durable enough to stand up to the harshest elements, the Explorer is the stove for those customers who don’t want to just settle for traditional campfire fare when they’re outdoors. “We set out to give people the ability to eat great food in unbelievable places, and that’s what the Explorer does,” McGrath says. “We’ve sold millions of these stoves because of the price point and because it’s so capable.” But Camp Chef ’s ability to give people access to great food in the great outdoors isn’t limited to the Explorer. Their offerings also include the Pro 14 propane stove that features two 30,000-BTU burners, matchless ignition, and a built-in windscreen. The real genius of these units, however, is that they aren’t just a durable and portable stove, they’re actually a complete stove system that gives you the versatility to cook even the most gourmet of meals anywhere the road might take you. “In a camp setting, you have limited space, so you want something that isn’t just one-dimensional,” McGrath says. “You want something that can do anything you need, and then some.” And that’s exactly what Camp Chef ’s stove systems are designed to do. Regardless of what kind of food you’re interested in cooking, the Camp Chef system has an accessory that you can fit onto the

Camp Chef pairs great food to the great outdoors.

t’s a good bet that anyone who has spent any amount of time camping, hunting, or fishing has had to suffer through burnt, overcooked, and bland “camp food.” Many of us

believe that this is simply a rite of passage, a price we pay for spending time in nature. But for 36 years, Camp Chef has been on a mission to change that way of thinking, and they’ve consistently delivered the products that prove that great food and the great outdoors can go hand-in-hand. “You don’t have to sacrifice the quality of your food when you’re in the outdoors,” says Steve McGrath, marketing director for Camp Chef. “You can enjoy some phenomenal meals in wild places; you just have to have the right equipment.” The right equipment is exactly what Ty Meason set out to create in northern Utah in 1990.

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“Ty’s first stove was born out of necessity,” McGrath says. “He was taking youth groups out camping and found the equipment lacking for feeding larger numbers of campers.” Realizing there had to be a better way, Meason used his engineering background to create that better way, and the first Camp Chef stove was born. “Camp Chef started out as high-quality, heavyduty equipment that was built to be portable and built to last,” McGrath says. The designs have evolved since then, but the quality, durability, and portability remain hallmarks of Camp Chef and are instantly apparent in products such as the iconic Camp Chef Explorer grill. Available in either a two-burner or three-burner model, the Explorer’s burners each push out an impressive 30,000 BTUs. This might seem like a bit of overkill when compared to the stoves in most

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Explorer or Pro 14 and turn the base unit into something so much more than a standard outdoor stove. Want BBQ ribs or grilled trout at your campsite? Camp Chef has a BBQ Grill Box you can add to your stove that features a patented heat diffuser system designed to convert flames into infrared heat, which minimizes hot spots and gives you perfectly grilled food every time. Want to serve up pancakes, bacon, and hash browns for a whole troop of hunters in camp? There’s a griddle accessory that slides right onto the stove and features high sides and a convenient grease drain. Camp Chef has even gone so far as to create an Artisan Pizza Oven accessory that you can add to the stoves so you can have gourmet wood-fired-style pizzas even when you’re miles away from any Italian eatery. “Really, there’s no end to the kinds of food you can cook with this system,” McGrath says. And because Camp Chef recognizes that the great outdoors isn’t limited to scenic campgrounds in far-away places, they’ve also developed a full line of flattop grills designed specifically for tailgating. “When you think about it, tailgating is all about the food,” McGrath says. “The rabid fans are always there, sharing great food and having a great time with each other.”

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And for those customers who want to add some extra flavor to their outdoor entrées, Camp Chef also has developed a line of wood pellet stoves. “Propane cooks hot and fast,” McGrath says. “The pellet stoves cook longer at a slower temperature and add a tasty wood-smoke flavor to your food.” Regardless of what you want to eat, or where you want to eat it, Camp Chef has developed a solution to fit your needs.

“Camp Chef has been at the forefront of bringing people together in the outdoors for 36 years,” McGrath says. “This world is so divisive these days, but the one thing that still brings us all together around the dinner table is great food. And that’s what Camp Chef is hoping to do, bring people together—regardless of where that dinner table might be.” campchef.com

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JUST GETTING

STARTED! by Brian McCombie

Three decades of EOTECH are simply a preview of future excellence.

est-known for its high-tech Holographic Weapons Sights (HWS), EOTECH has spent the last several years diversifying into magnified scopes, micro red dots, night-vision and thermal systems, and on-gun laser devices. In January 2026, for example, the tech manufacturer launched two new non-HWS products: the OGL C laser sight and the Vudu 4-12x36 first focal plane riflescope. The Vudu 4-12x36 represents the next scope in the VUDU “shortie” line, a very compact optic at just 7.1 inches long that punches way above what its size might suggest. It is “next,” in that the Vudu 3-9x32 was EOTECH’s original extremely compact scope, debuting in 2025.

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JUST GETTING STARTED! The OGL C was another follow up, the new civilian version of the OGL (On Gun Laser). Mounted on the rail of a rifle, the OGL C combines visible and IR lasers for extremely fast target acquisition. The original OGL dropped in 2023 for law enforcement and military users. These two new product introductions followed a good deal of important work on the military/defense side of the marketplace in 2025. This included EOTECH winning a contract for the Missile Defense Agency Scalable Homeland Innovative Enterprise Layered Defense (SHIELD) indefinite-delivery/indefinitequantity with a ceiling of $151 billion. In addition, in a strategic move to expand its role in the defense technology ecosystem, EOTECH acquired VK Integrated Systems (VKIS), a Tennessee-based developer of advanced weapon electronics and battlefield networking solutions. Meanwhile, the company continues to improve its HWS offerings with products like the EXPS3-DCR, featuring EOTECH’s Danger Close Reticle. “The future is exceptionally bright for EOTECH,” says Joe Caradonna, EOTECH’s CEO. “We are aggressively advancing our core weapon optics to reinforce and extend our leadership position while simultaneously scaling into highgrowth categories—including digital systems, advanced sensors, counter-UAV technologies, and integrated, connected soldier systems—where we are uniquely positioned to emerge as a global leader in the near term.” That’s a tremendous amount of activity. Many a company would take a long breather in a business sense, pull back, and see market reactions to all the new. But, clearly, EOTECH is just getting started.

Holographic research was taking off, and Tai and Donahue saw many potentials in the technology. In 1986 ERIM presented holography weapon sight prototypes to the U.S. Army for use with helicopter gunships and anti-aircraft artillery. The Army didn’t end up going forward with the prototypes, but it was clear that holographic technology was gaining a great deal of interest. That tech produces a three-dimensional visual presentation. Because it relies on lasers and mirrors, both reticle and target are viewed simultaneously, with the reticle cutting a very sharp, clear image. Using a holographic sight, a shooter maintains focus on both reticle and target without shifting their focus back and forth. Result? A faster, more intuitive aiming process, enhancing target acquisition in any situation.

IN THE BEGINNING

The foundation of what eventually became EOTECH goes back to 1972, when the University of Michigan created the Environmental Research Institute of Michigan (ERIM) in Ann Arbor. A stand-alone non-profit organization, ERIM received federal funds to perform military and environmental research on developing remote sensing, radar, and holography technologies. Dr. Anthony Tai, one of ERIM’s original holographic experts, would later become an original investor in EOTECH, serving as the company’s chief technology officer. Van Donahue was another ERIM staff member who later invested in EOTECH. He operated as the company’s president of sales and marketing. It was Donahue who worked with optics maker Bushnell years later to create EOTECH’s first HWS. He also managed the company’s law enforcement and military markets.

 Holographic sights have come a long way in 50 years. On the right, an early prototype for what eventually became the EOTECH HWS (Holographic Weapon Sight). Compare the size to a modern version of the HWS that shooters use today.

 The HWS lineup progression over the years. NEXT STEPS

In 1995, EOTECH became a stand-alone business entity, with Tai and Donahue pushing the new company forward into the growing electro-optics market. The initial focus was to create small-arms sights that relied on holographic tech. The very next year, EOTECH introduced the world’s first HWS at the SHOT Show in conjunction with sporting-optics brand leader Bushnell. The Bushnell (EOTECH) Holosight 400 would go on to win the Optic of the Year Award from the Shooting Industry Academy of Excellence. “The Holosight provided quick target acquisition due to its 1X wide field-of-view and undetected parallax,” says John Bailey, EOTECH’s vice president of marketing. “It also featured switchable reticles.” The U.S. military was quick to pick up on the great potential in the HWS for our warfighters, but tasked the company to build a more rugged HWS for testing. EOTECH did just that and, after a number of prototype units tested, by 2001 U.S. Special Operations (USSOCOM), select elite Army units, and the U.S. Marine Corps chose EOTECH HWS as their preferred close-quarter combat optic. With USSOCOM’s stamp of approval, interest and sales in EOTECH HWS units grew and grew. “Their acceptance trickled into deliveries to the USMC, the Army, the FBI, the CBP [U.S. Customs and Border Protection], and a ton of state, county, and municipal departments domestically,” says Bailey. “USSOCOM’s acceptance also paved the way into international elite militaries and agencies.” Today, EOTECH produces 10 standard HWS units available with various reticle options and offers five HWS-plus-magnifier pairings. In 2013, EOTECH sold its one-millionth HWS. The total number today is much greater.

NEVER SATISFIED

The EOTECH 68 MOA ring is integral to the HWS systems and their great success. Engineered for speed, the reticle’s large outer circle is

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JUST GETTING STARTED! instantly visible, allowing shooters to quickly center their sight picture. At the same time, the circle’s four hash marks intuitively guide the eye straight to the 1 MOA dot. This design makes it one of the fastest reticles on the market for rapid target acquisition at close range. Never satisfied with past successes, EOTECH even did the 68 MOA speed ring one better with the recent introduction of the EOTECH EXPS3-DCR HWS. Zeroed at 50 yards, the EXPS3-DCR delivers point-ofaim, point-of-impact accuracy at common defensive distances while still providing hits out to nearly 200 yards. But below the dot and at the open bottom of the speed ring sits a small chevron. With the center dot’s 50-yard zero, the top of the chevron will put you dead on for a target at seven yards. That’s a danger-close distance. That chevron can make all the difference in a tactical situation. The ballistic reality is that with a rifle and HWS zeroed at 50 yards or even further, a very close shot will go low. When I reviewed the EXPS3-DCR, the seven-yard shots using the center dot were anywhere from 2.5 to 3.5 inches low. Using the chevron? Right on my target. Up close, mid-range and farther way, a shooter is ready for all three distances using the EXPS3-DCR.

EXPANDING MARKETS

EOTECH entered the magnified-optics market in 2016 with the Vudu line of first focal plane riflescopes. It was near instant hit with tactical shooters and hunters, and in 2018 the Vudu 1-6x24 won the National Rifle Association’s Golden Bullseye Optic of the Year award.

 The author running the EXPS3-DCR HWS, with EOTech’s new Danger Close Reticle.

REKKR

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 EOTECH’s first red-dot-style sight, 2022’s EFLX Mini Reflex Sight. “The internal strategy of magnified optics was to diversify our optic portfolio,” says Bailey. “We wanted to be more than a one-trick pony with our HWS. We also felt our brand had a great reputation for quality, dependable optics and launching a high-performing lineup would be accepted in the market.” EOTECH further expanded its market reach several years later with the second focal place Vudu X line up of riflescopes. Next, the company went “short” with the second focal plane Vudu 3-9x32. The optic came in at an amazing 6.8 inches in length and weighed just 16 ounces. Yet, the little guy provided all the magnification of its longer, heavier brethren; it also featured .25 MOA capped turrets, a rotary-illuminated reticle with 10 brightness settings, and was fog-, water-, and shock-resistant. The 4-12 features milrad adjustments, an illuminated reticle with 10 brightness settings, and the same XC high-density, low-dispersion multi-coated glass as its predecessors. The optic’s mounting interface is another important feature. To minimize the overall length, EOTECH reduced the tube area typically used for mounting rings. Instead, a machined interface located at the bottom of the scope will adapt to

 EOTECH entered the magnified optics market in 2016 with the Vudu line of riflescopes.

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JUST GETTING STARTED! the included EOTECH mount or any aftermarket mini-ACOG mounts, and mount directly on a mil-standard rail. For my money, these super-short riflescopes are among the best magnified optics for lever actions and AR-15 platform rifles, as the compact design of the scopes very much compliments the compact realities of these two carbine types. Other notable firsts include 2022’s introduction of the EFLX Mini Reflex Sight for both professional and personal use, the company’s first foray into an LEDbased pistol sight, and the aforementioned OGL (On-Gun Laser), which debuted the very next year. For a number of years EOTECH sold the L3 ATPIAL (Advanced Target Pointer Illuminator Aiming Laser) to law enforcement, a lightweight, easy-to-use aiming system with integrated infrared and visible aiming lasers as well as an infrared illuminator. This was the forerunner to the OGL. For some background, EOTECH was purchased by L-3 Communications in 2005 (now L3Harris), one of the world’s largest defense contractors. But L3 Harris sold off its position in EOTECH in 2020. Currently, majority ownership is with Koucar Management. “When L3 divested, there was still a high demand for a quality laser and there were also new laser opportunities for both U.S. and international military,” says Bailey. “We also saw a solid demand in the consumer market with other brands and felt we could produce a better system.” That system was the original OGL, designed to operate with an HWS optic. The new OGL-C is currently making inroads into the civilian tactical market. What’s next for EOTECH? Hard to say for sure. Yet, it’s obvious EOTECH will continue to push up against and then beyond our current technological boundaries, with products for the consumer and LE/Mil markets that will work very intuitively, will overcome field conditions, and will get the job done.

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DON’T CALL IT A RED-DOT! One important clarification: EOTECH’s HWS units are holographic sights; they are not red-dot reflex sights. Red-dot optics use an LED light source to project a dot or reticle onto the rear of the lens. The dot, then, is a fixed point between the shooter and the target. Given this, the eye of a shooter must focus back and forth from the dot to the target, then target back to the dot. However, a holographic sight employs a tiny laser, a mirror, and a collimating reflector to create a tiny hologram, a threedimensional image. In this case, that image is the speed ring reticle. The advantages of holographic sights include the ability to create a smaller, more precise aiming dot than the reflex sight. Also, a shooter perceives a holographic reticle projected onto the target, allowing a shooter to focus on both the target and the reticle at the same time. The result is a faster, more intuitive aiming process, enhancing target acquisition, than the red dot. Another important difference: even when the sight window is partially shattered or obscured by snow or mud, the HWS will keep functioning and delivering pinpoint accuracy. The red dot? It’s done. That’s not to say red dots don’t have their uses and proponents. They certainly do. But an HWS is not a red dot. Class dismissed!

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THE

TIMNEY T Timney’s generational promise: Their aftermarket trigger won’t make your firearm more accurate. It will make you more accurate with your firearm. by Andrew McKean

aul Vehr had just ended his career as a technical writer and his wife Rosemary hers as a magazine editor, but because the last of their 10 children were still in the house, they needed a later-in-life income. So in 1981 the Vehrs committed their retirement funds to buy a trigger company in Phoenix, that had just burned to the ground.

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THE TIMNEY TOUCH The company, Timney Triggers, had been founded in 1946 in California by Allen Timney, a World War II veteran who developed a simple, reliable, and safe aftermarket trigger mechanism that could be dropped into Army-surplus Springfield and Mauser rifles with common tools and kitchen-table know-how. With the addition of his adjustable trigger, Timney transformed those battlefield guns into deer rifles to serve the surging number of post-war hunters in America. The company grew steadily for a decade serving mainly those surplus bolt rifles until the development of a replacement trigger for Winchester’s popular Model 70 multiplied sales in a single year. The introduction, in 1965, of a trigger for the equally popular Remington 700 made Timney a sought-after name in gun shops and deer camps and a darling of shade-tree gunsmiths around the world. By the time Allen Timney moved his business to Arizona, in 1975, it was making drop-in triggers for just about every major bolt-action rifle model and variation on the market. The company’s reputation was well-established, but the fire had destroyed its fabrication building, most of its inventory, and all its trigger designs. The Vehrs bet that by investing in new manufacturing techniques, the company would rise from the ashes as an even larger and more consequential company. By 2000, when Paul and Rosemary Vehr’s son, John, bought the business, Timney’s combination of manufacturing efficiencies and its reputation for responsive customer service made it the number-one aftermarket trigger in America, with a Timney for just about every rifle on store racks, including a few modern muzzleloaders. But the company’s product line hyperscaled with its high-profile introduction, in 2005, of triggers for AR platforms. Industry veterans, watching the slow acceptance of ARs by the hidebound traditional gun community, credit Timney with normalizing ARs from a “radical” design to a practical firearm platform. Whether ARs appealed to an underserved generation of recreational shooters or created a new market of tactical gun owners is debatable. What’s not is that Timney helped make the AR the best-selling modern firearm design on the market.

 Packaging from the late 1980s. The marketing message was simple: “Satisfaction Guaranteed.”

“It’s not just that Timney embraced the AR platform, it’s that John Vehr recognized the value of the platform as a legitimate firearm, one like so many others that could be improved with a Timney trigger,” says Chris Ellis, who started working with Vehr as a contractor two decades ago. “This old trigger company helped validate the category,” adds Ellis, who now handles Timney’s public and media relations and works alongside John’s daughter, Talia Vehr, with branding and marketing. “That’s when Timney went from a boltgun trigger company to accelerating its design and manufacturing capabilities to keep up with the type of firearms our customers are buying.” Entry into the AR market cemented Timney’s reputation as a modern manufacturer that could produce a trigger for just about any firearm, new or old, common or novel. A dozen years in its new location outside Phoenix, the company makes drop-in triggers for most popular shotguns, handguns, and even many lever-action rifles. Timney has become the largest trigger company in the world, its distinctive mango-yellow packaging adorning racks at gun-accessory counters, the pegboards of gunsmiths, and the bottomless depths of the internet. If the company’s sustained growth can be credited to manufacturing consistency, it’s also because of its singular focus. Timney doesn’t make suppressors or scope mounts. It doesn’t intend to replace your gun’s stock or barrel. “We make triggers. Just triggers,” says John Vehr, who stepped down in January to hand the company’s reins to John Trull, a longtime firearms executive. “Why do we stay in our lane? Because it’s the only thing we do and we’ve gotten pretty good at it,” says Vehr. “We owe it to our 80 years of customers to bring out the latest and greatest triggers because they want and expect us to.” Those customers are loyal but demanding of Timney because of the distinctive feel and break of a Timney trigger. “Whether it’s in a pre-’64 Model 70 or in my Plain Jane Remington 870 pump, a Timney breaks the same,” says Montana hunter Ky Idler. “It’s snappy. It’s clean. It’s safe. It’s familiar.”

A SINGULAR LEVER

 Packaging from the 1950s for the Targetmaster trigger, when the company was based in Downey, Calif.

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A trigger is really just a lever, the first and only blood-and-flesh connection between a shooter’s mind and target. See the target and read the hold, and your finger sends the projectile by activating that lever, an action that sets forth mechanical and ballistic events so intuitively that a good trigger break should never be remembered or recalled. A trigger shouldn’t announce itself, except by doing its singular job. “The best link between the finger and the gun is no link at all,” says John Vehr. “But until we develop a neural link where our eyeball says shoot and the gun fires, then we need and require mechanical triggers. The idea of a Timney

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 Paul and Rosemary Vehr (circa 1998) standing outside of their newly purchased Timney Triggers facility in Arizona.

is to eliminate as much movement and time between when your eye sees the target and your gun fires. In a bolt gun, as long as you get the specs right, it’s a perfect trigger every time. With semi-autos, there’s a lot more complexity and timing.” Vehr says the design challenge presented by the AR platform required engineers to think expansively. “One of the foundational principles of a Timney trigger is to make it as easy as possible to install with basic gunsmithing abilities. There are three pieces that make an AR trigger, and it’s not necessarily intuitive how it goes into the lower for the average person. So we decided to think outside the box, to keep the geometric tolerances of the platform, to work in guns from all manufacturers and models, but be easy to install, safe, and break like a Timney. We came out with that trigger at SHOT Show 2006 and blew people’s minds.” The next mind-blower was an aftermarket trigger for the notoriously sloppy AK platform. “It probably took us seven to eight years to make a trigger that would go in every AK variant out there, and it turns out there are a few variants that it doesn’t fit in,” says Vehr. “But we got it pretty close to universal, and I’m proud of our team for sticking with it and finally getting it done, not because it was going to be a best-seller but because we rose to the design challenge.” The reason a Timney Trigger feels like a Timney isn’t because of a numeric engineering standard or a poundage required to break the sear, says Vehr. It’s because blood-and-flesh people make the triggers that other blood-and-flesh people use. “Every single trigger is tested in the action it was designed for by a human,” he says. “If you ever come to Timney and see our production floor, you’ll see every firearm action on the wall. A bunch of men and women take the action and install a pre-production trigger and test the trigger over and over again, tweaking as necessary. A great trigger has a distinctive feel, and to make sure a Timney feels

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THE TIMNEY TOUCH

like a Timney you have to know what a Timney feels like. We have some of the best men and women in the world because all they do is test triggers all day and they know a good trigger. And they really know Timney Triggers.”

“Everybody is chasing accuracy,” says Ellis. “Today is no different than it was in the 1940s, the 1980s, or the 2010s. When somebody says they’re not getting the most out of their gun, and then after they drop a Timney in it their groups shrink or they can stretch their effective distance a little on a mule deer hunt, the first thing they do is tell their buddies. Then their buddies tell their buddies. That’s the magic sauce for Timney. And we listen to those customers. The number-one question for our customer service department, today as it was 40 years ago, is ‘Can you make a trigger for my gun?’ So we do.” Ellis says when he started peddling to the press the company’s value proposition he met resistance from gun writers, the very scribes who followed Whelen’s byline in popular magazines. “The main thing I heard was, ‘Every gun comes with a trigger, so why would I want another?’ The next thing I heard was, ‘Your triggers aren’t cheap.’ And I’d respond, ‘Do you want to be more accurate?’ Of course, the answer to that is always yes.” In early gun reviews, there was little mention of the trigger, or if there was, it was as an unfortunate exception to an otherwise noteworthy gun. Now, triggers are one of the first attributes mentioned in a review, and Timney has been joined by a half-dozen competitors all vying for a growing market share. “In the early days, we really had to sell folks on an aftermarket trigger,” recalls Ellis. “Now, good triggers are in vogue. We don’t have to convince people to drop in a better-than-production trigger. They’re coming to us. I’m happy people want to talk about triggers and can recognize a good trigger, and I’m also happy that production triggers are better now than they were 20 years ago. Timney can take some credit for that.”

MAGIC SAUCE

THE SWEET SPOT

 After a fire destroyed the fabrication building, the company invested in a new, more modern facility.

If every gun’s trigger broke clean, was fully adjustable, and delivered dead-nuts accuracy, there might not be room in the market for Timney. But while triggers in production guns have come a long way since Allan Timney started turning out replacement bang switches for those sloppy Army surplus rifles, shooters demand more precise, cleaner-breaking, and more positive triggers. “Only accurate rifles are interesting” is a time-worn quote attributed to gun writer Col. Townsend Whelen. Timney has embraced that ethos, mainly because their customers have.

As important as a clean-breaking, adjustable trigger is to accuracy, it must also deploy only when intended, and Timney has invested a good deal of its production and brand capital in making safe triggers. “A trigger has to make a shooter more accurate, but it has to make a gun safe,” says Vehr. “The standard of the industry is the SAAMI drop test, which is that a trigger has to maintain its integrity if dropped from three feet onto a rubber pad. But we have adopted the NATO standard, which is to drop a gun-and-trigger mechanism on a concrete pad from five feet.

Testing a trigger's function before shipping is an important element of the production process.

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“It’s a lot tougher to make a precision trigger that feels really good and is safe at that higher standard,” says Vehr. “And to be honest, some of our designs just didn’t pass that test, so we didn’t manufacture them. We aren’t in the business of producing a trigger that you’ll be more accurate with but which you can’t shoot safely anywhere but a bench.” “Safety is number one. Ease of installation is number two,” says Vehr. “If we can find that sweet spot where there are enough guns out there that we can produce triggers for it, and it’s safe and easy to install, we’ll build it. I know that sounds boring and formulaic, but in order to get to the size company we are, those have to be your priorities. People expect a lot from us, and they rightly should.” Customer feedback is Timney’s North Star. Talia Vehr maintains a running record of all customer comments, and chief among them are the gun models that shooters want to accessorize with a Timney. “If you want to know what firearms are selling, look at what triggers Miss Talia tells us to produce,” says Ellis. Talia Vehr says customer demand is only part of the reason she’s the third generation of her family to guide the company. Timney’s culture is the larger reason. “We have about 40 employees, and to be honest the machines do a lot of the heavy lifting, working around the clock,” she says. “But the people are the real resource. We do things collaboratively, making sure people are happy and engaged with their work and their coworkers and that there’s room to grow. If you start in customer service, that doesn’t mean that’s where you’ll stay.” For her part, Talia didn’t intend to start, or stay, at Timney Triggers. “I started out as a copywriter, just as a temporary job right out of college,” she says. “But talking with my dad about where Timney was going, and helping achieve the potential of my grandfather’s company, and seeing that employees are valued, I slowly worked into other things. We’re a big company, but a small company.”

 Entry into the AR market cemented Timney’s reputation as a manufacturer that could produce a trigger for just about any firearm.

John Vehr adds that it’s a company that transcends generations of a gun’s owner. “There’s only one reason Timney exists, to make you more accurate with your firearm,” he says. “A Timney trigger feels repeatable not only today and tomorrow but for the rest of its life, no matter who pulls it.” timneytriggers.com

STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION (required by Act of August 12, 1970: Section 3685, Title 39, United States Code)

1. Publication Title: SHOT Business 2. Publication Number: 25801 3. Filing Date: 9/29/26 4. Issue Frequency: Bi-monthly 5. Number of Issues Published Annually: 6 6. Annual Subscription Price: $0.00 7. Complete Mailing Address of Known Office of Publication: PO Box 2707, Eagle River, WI 54521 Contact Person: Ann Richmond Telephone 715-546-3346 8. Complete Mailing Address of Headquarters or General Business Office of Publisher: PO Box 2707, Eagle River, WI 54521 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor Publisher: Derrick Nawrocki PO Box 2707, Eagle River, WI 54521 Editor: Slaton L. White PO Box 2707, Eagle River, WI 54521 Managing Editor: Hilary Dyer PO Box 2707, Eagle River, WI 54521 10. Owner: COLE Publishing PO Box 2707, Eagle River, WI 54521 11. Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities. None 12. Tax Status The purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes: Has Not Changed During Preceding 12 Months 13. Publication Title: SHOT Business 14. Issue Date for Circulation Data Below: September 2026 15. Extent and Nature of Circulation Average No. Copies Each Issue During Preceding 12 Months. a. Total Number of Copies: 15,100 b. Legitimate Paid and/or Requested Distribution. (1) Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541: 14,840 (2) In-County Paid/Requested Mail Subscriptions stated on PS Form 3541: 0 (3) Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS: 50 (4) Requested Copies Distributed by Other Mail Classes Through the USPS: 14 c. Total Paid and/or Requested Circulation: 14,904 d. Non-requested Distribution. (1) Outside County Nonrequested Copies Stated on PS Form 3541: 0 (2) In-County Nonrequested Copies Stated on PS Form 3541: 0 (3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail: 0 (4) Nonrequested Copies Distributed Outside the Mail: 100 e. Total Nonrequested Distribution: 100 f. Total Distribution: 15,004 g. Copies not Distributed: 96 h. Total: 15,100 i. Percent Paid and/or Requested Circulation: 99.33% No. Copies of Single Issue Published Nearest to Filing Date. a. Total Number of Copies: 15,175 b. Legitimate Paid and/or Requested Distribution. (1) Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541: 14,843 (2) In-County Paid/Requested Mail Subscriptions stated on PS Form 3541: 0 (3) Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS: 50 (4) Requested Copies Distributed by Other Mail Classes Through the USPS: 11 c. Total Paid and/or Requested Circulation: 14,904 d. Non-requested Distribution. (1) Outside County Nonrequested Copies Stated on PS Form 3541: 0 (2) In-County Nonrequested Copies Stated on PS Form 3541: 0 (3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail: 0 (4) Nonrequested Copies Distributed Outside the Mail: 175 e. Total Nonrequested Distribution: 175 f. Total Distribution: 15,079 g. Copies not Distributed: 96 h. Total: 15,175 i. Percent Paid and/or Requested Circulation: 98.84%. I certify that 50% of all my distributed copies are legitimate requests or paid copies. Yes. 17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the November 2026 issue of this publication. I certify that all information furnished on this form is true and complete. Signature and title of editor, publisher, business manager or owner: Ann Richmond, Business Manager. Date: 9/29/2026 I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions and/or civil sanctions.

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Attending the SHOT Show is one of the savviest ways to assure the success of your business.

by Slaton L. White

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INVESTING IN SUCCESS

ou might think the SHOT Show is just another venue for introducing new products. You

couldn’t be more wrong. Although new product introductions are a key element of the annual SHOT Show, the show is far more than that. It is, in fact, a must-attend event for industry professionals of all stripes, as it is a singular opportunity for continuing education and networking. “By attending or exhibiting at the SHOT Show, you’re not just participating in an event; you’re investing in the future of our industry,” says Melissa Schilling, NSSF Vice President of Exhibitions and Events. “From the groundbreaking products on display to the strong sense of community to the unparalleled networking opportunities, the SHOT Show is a must-attend event for firearm industry professionals. It’s not just a trade show—it’s a celebration of the innovation, passion, and resilience that define our industry.” Schilling also notes that there is also more room to maneuver. “You can say goodbye to crowded, can’t-move-in aisles that may have prevented you from accessing high-demand exhibits,” she says. “The expanded exhibit floor now stretches from the Venetian Expo to Caesars Forum, so you have more space to explore more equipment and interact with more manufacturers.” Seasoned SHOT Show attendees know full well the value of the personal interaction that occurs at The SHOT Show. “I’ve attended SHOT Show for the past two decades as part of my work in the firearms industry,” says Mike Humphries,

SHOT Show is more than a trade show; it’s where the industry comes together to strengthen the future of the shooting sports.

media relations manager for Springfield Armory. “Over all those years, I’ve always appreciated the opportunity to meet face-to-face with writers, publishers, and other manufacturers at the show.” “Technology moves quickly, but personal relationships still drive this industry,” says Angelo Brewer, director of operations at iRAYUSA.

Technology moves quickly, but personal relationships still drive this industry.

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“SHOT Show gives us the opportunity to bring together customers, dealers, manufacturers, and industry partners in one place. Those face-to-face conversations are invaluable, and they’re something you simply can’t replace.” “SHOT Show is more than a trade show—it’s where our industry comes together to strengthen the future of the shooting sports,” says Claudia Chisolm, president of Gun Tote’n Mamas.

EXPANDED REACH

Over the years, NSSF has worked diligently to expand the reach of the show. For example, its law-enforcement footprint has evolved to the point where now nearly one-third of The SHOT Show’s exhibit halls are dedicated to protection equipment and tactical accessories needed by law enforcement, SWAT teams, private security, and the armed forces. The show is also a venue where law enforcement agencies can connect with the industry’s top manufacturers, distributors, and experts. The show is an agency’s opportunity to view the latest equipment, share knowledge, and find solutions that will help keep officers and communities safe. Whether attendees are looking to upgrade firearms, improve defensive tactics, or enhance training programs, the SHOT Show has everything they need to succeed. The Supplier Showcase is yet another example of how NSSF tailors the show to the needs of its attendees. Supplier Showcase debuted at SHOT Show 2017,

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and right from the start those who attended knew NSSF was onto something. If your business is centered on the OEM market segment, you need to be here. Last year one manufacturer explained the two key benefits of having a booth at the Supplier Showcase: exposure to new contacts and reconnecting with current customers, both of which are important components of a successful business. In 2027, the Supplier Showcase is expanding in a significant way. Thanks to overwhelming demand from suppliers and manufacturers, the Supplier Showcase will be open Wednesday and Thursday during SHOT Week for the first time. Monday and Tuesday ( Jan. 18–19), the Supplier Showcase will have the same format and setup as previous years. Wednesday and Thursday (Jan. 20–21), Supplier Showcase Reloaded will unveil a refreshed floorplan. Some suppliers will stay, while new suppliers will move into The Venetian Expo Level 5. “With the addition of Supplier Showcase Reloaded, there will now be an opportunity for more than 800 suppliers to meet directly with key decision-makers and buyers during SHOT Week,” said Schilling. “For those Supplier Showcase exhibitors staying across all four days, the reloaded floorplan will create additional connections to make their presence even more valuable.”

 SHOT Show brings together customers, dealers, and manufacturers in one place.

 The now four-day Supplier Showcase continues to grow in importance.

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If you want to attract new shooters, manage inventory and volume, build traffic through the slower seasons, and maximize your margins or employee potential, SHOT University is for you. These à la carte training courses are designed to help retailers and ranges hone their management skills for today’s highly competitive and regulated marketplace. Session content will cover topics such as customer communications, ATF/NICS compliance, operations, marketing, workforce development, and more. For example, marketing in the firearms industry is more complex than ever. Traditional media is shrinking, social platforms are tightening restrictions, and paid advertising is often off the table. To cut through the noise and build real connections, brands need to own their narrative and tell stories that educate, resonate, and build trust over time. “Smarter Marketing for Regulated Brands: Storytelling, Strategy and the Power of AI” will explore how to combine authentic brand storytelling with modern tools like AI and AI search to create marketing strategies that are both effective and compliant. You will learn how to design content that reflects your values, reaches your audience

directly, and scales through automation. Key takeaways will include how to use storytelling to build loyalty, trust, and long-term brand equity; ways to collect and use first-party data to personalize your message; how AI tools can support content creation, campaign optimization, and audience insights; why owned media like email, podcasting, and education hubs matter more than ever; and strategies for staying visible in a digital landscape that increasingly limits regulated brands. The seminar is scheduled for 10 a.m. to 11 a.m. January 19, 2027, in the Murano Ballroom. Finally, NSSF knows the importance of networking opportunities at SHOT, so it has arranged for three such opportunities. There will be an Industry Welcome Reception at the Great Outdoors Plaza from 5:30 p.m. to 6:30 p.m. on Tuesday, January 19. On Wednesday, January 20, there will be an Industry Networking Reception at the Great Outdoors Plaza from 5:30 p.m. to 6:30 p.m., and on Thursday, January 21, there will be an Industry Happy Hour from 5:30 p.m. to 6:30 p.m. For more information on the 2027 SHOT Show, go to shotshow.org.

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INNOVATORS AND INFLUENCERS

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Innovators AND Influencers Profiles compiled by Slaton L. White

SHOT Business honors 10 leaders in the shooting sports industry.

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INNOVATORS AND INFLUENCERS

WILL PRIMOS

The electrifying sound of a crackling gobble an instant after the striker hits the slate. The sight of the morning’s first rays hitting cupped feathers as a flock of greenheads make their final approach. The feel of every hair on your body standing at attention all at once when a bull bugles 25 yards in front of you. The smell of dried leaves and freshly cut alfalfa as you sit in a tree stand and watch the world spin rapidly on. If you’re familiar with these sights, sounds, smells, and feelings, then you know what it is to be in the field. And if you know that, then chances are good that, at one time or another, Primos has been out there with you. That’s not just nostalgia, that’s legacy. And that’s exactly what Primos is highlighting this year as the company celebrates its 50th anniversary. Like many iconic companies, Primos started from very humble beginnings. A passionate hunter and outdoorsman, young Will Primos carved his first duck call when he was 11 years old. When he started turkey hunting some years later, Will set out to create a diaphragm call that could replicate the sounds of the turkeys he was chasing. He studied other calls on the market to see what worked well and what could be improved upon, and he incorporated all that knowledge into the mouth calls he made. In the small Mississippi community he lived in, it didn’t take long for word to spread, and when it did demand for Primos’ calls started to skyrocket. Fifty years later, the company is still going strong. But maybe the most important contribution Will Primos has made to the shooting sports industry is his unwavering commitment to conservation. The brand has been part of national conservation organizations from early on, and it continues to play a role with them today. Will Primos has partnered with five of the nation’s leading conservation groups—Ducks Unlimited, National Wild Turkey Federation, Rocky Mountain Elk Foundation, Pheasants Forever and Quail Forever, and Congressional Sportsmen’s Foundation—to highlight and support their efforts to protect the natural habitat that wildlife needs to survive and flourish. primos.com

JULIE GOLOB

Julie Golob thrives on competition. She has earned more than 175 championship shooting titles in seven different action-shooting disciplines, making her one of the top all-time professional shooters in the world. Golob started shooting as a young girl. By the time she was 16, she had competed in her first national championship. This ultimately led to the U.S. Army Marksmanship Unit. Shooting for the Army’s Shooting Team gave her the opportunity to win her first national and world titles in action-shooting sports, which in turn opened the door to a career in the firearms industry.

Today, Golob represents Springfield Armory, Federal Ammunition, Trijicon, CCW Safe, and PHLster on the range and beyond. As a brand ambassador for these top-tier companies, she loves sharing guns, gear, and shooting sports with people from all walks of life. She said she’s had the opportunity to work with some of our industry’s most iconic brands, and she treasures the long-time relationships she has developed over the years. Like the people who enjoy shooting sports, she has said that this industry is unique in how even competitors are still united by the appreciation and desire for freedom. Golob prioritizes welcoming, encouraging, and supporting women of all ages who want to learn to shoot and might possibly consider a career in the firearms industry. She finds sharing what she’s learned along the way very rewarding, whether that’s through a video that dives into detail on useful features, relaying an experience at a competition or convention or on social media, or as an author writing about firearm safety, shooting sports, or her newest project, concealed carry.

juliegolob.com

JOHN BAILEY

John Bailey, vice president of marketing for EOTECH, started with the company in 2003 when it was an unknown brand and the holographic weapon sight was in its infancy. Over the years he has worked in customer service, sales, product development, and eventually marketing, positions in which he was able to see the company continue to grow. Today the EOTECH brand is one of the most recognizable brands in the firearms industry. A leader in electro-optics technology, its product lines include magnified scopes, micro red dots, night-vision and thermal systems, and on-gun laser devices. Recently, it entered the suppressor market.

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equipping women with practical solutions for everyday carry, ensuring they feel prepared and protected in every environment. Chisolm built her career in both retail and the luggage industry, where she learned about product design, leather quality, sustainable sourcing, and products that are made to last. Her dedication to innovation, customer connection, and responsible firearm ownership has helped position Gun Tote’n Mamas as a trusted name in the women’s concealed carry market. GTM handbags are specifically designed around safe firearm orientation with dedicated compartments, reinforced construction, and separation from everyday items. “There is a strong need for this product in the market, but an even stronger need for safe education,” she says. “GTM understands the importance of safe off-body firearm carry. Safety is engineered into every product; it’s not an afterthought.”

gtmoriginal.com

TOM WILLINGHAM “A long-standing goal of EOTECH is to ‘own the gun,’” he says. This means producing a plethora of products that help the firearm and user perform better. We have done that with optics—including CQB, long-range, night-vision, and IR. Suppressors were an obvious next step and with the increased demand due to the removal of the tax stamp, we wanted to develop quality suppressors that improve and enhance a user’s shooting experience.” He also says one of the things he enjoys most is “seeing the look on people’s faces when they first use our products; you can see the lightbulb turn on and their eyes light up. You can also immediately see the excitement. For me, that never gets old.”

Sometimes appalling customer service becomes the catalyst for the creation of a first-rate operation. Tom Willingham, president of Range USA, was a real estate appraiser when he entered a gun store to buy his first firearm. He bought a handgun despite the dripping condescension of the sales clerk. But the experience immediately got worse when he went to an indoor range to shoot his new purchase. The operation was unkempt and the owner was a man with an ill temper. On the way home he told himself there had to be a better way.

eotechinc.com

CLAUDIA CHISOLM

Claudia Chisolm is a dedicated leader and advocate within the women’s personal defense space, serving as the driving force behind the growth and innovation of Gun Tote’n Mamas (GTM), a pioneer and leader in off-body firearm carry. With a passion for empowering women to confidently exercise their Second Amendment rights, she plays a key role in shaping the brand’s mission of blending fashion with function to create serious protection for women. Under her leadership, award-winning GTM continues to provide high-quality concealed carry handbags and accessories designed specifically for women who refuse to compromise on style, safety, or performance. Chisolm is committed to educating and

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And thus was born Range USA. His main goal was to create a mainstream gun shop experience that was something completely different from what he’d been through. “That meant a store that’s well-lit and clean, with staff who are properly trained and treat every customer with respect,” he says. “It’s a simple but powerful concept, and it opened the door for people who had a real interest in learning about firearm ownership, but felt too intimidated to walk into a traditional gun shop.” The idea had real legs, as Range USA is now the nation's largest indoor gun range and firearm retailer. Since the opening of its first location in Cincinnati, Ohio, in 2012, Range USA has now expanded to 50 locations and is proud of its commitment to responsible gun ownership through safe, welcoming environments. rangeusa.com

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INNOVATORS AND INFLUENCERS

NATHAN ROBINSON

Nathan Robinson, marketing manager at Winchester, is an industry veteran who has spent the last 20-plus years working in a variety of roles, including customer service and supply chain, sales, licensing, and for the last decade overseeing a team responsible for Winchester’s media relations, retail marketing, event marketing, and corporate partnerships. “There’s a popular saying that ‘if you do what you love, you’ll never work a day in your life,’ which has always resonated with me,” he says. “I certainly work my tail off every day, but that work is to promote products and a way of life that are incredibly important to me. My goal isn’t just to help Winchester succeed, but to see others drawn into a lifestyle that I think will positively affect their lives. At work, or at home, I find fulfillment in pursuing adventure alongside others in the outdoors.” One reason for Winchester’s continued success is how it meets the expectations of its customers. “The most important step is to stop and listen and understand those expectations,” Robinson says. “The team responsible for our products at Winchester not only is actively engaged with our consumers through trade shows, shooting events, and online, but we are also Winchester consumers. We understand what they need because we are in the field having the same experiences, and it directly impacts the decisions made about product innovation and quality.” winchester.com

“Anywhere we can use technology to make a better barrel, we’re going to do it,” Weister says. “And because of automation, we can scale at a pretty incredible rate while maintaining a level of precision that’s unmatched.” Vortakt designs most of its tooling in-house. Its engineers design custom solutions and work closely with tooling manufacturers to ensure the tools perform to the exact specifications required by each OEM. This collaboration allows Vortakt to configure its machines for unique applications while maintaining the efficiency and reliability required for high-volume production. Between the latest machine technology, automation, and expert engineering and machinists, the result is a Vortakt barrel that performs exactly as designed. “We’re really proud of what we do,” Weister says. “It’s always about the product first. We believe that if we make good barrels, success for the company will follow. And so far, that’s worked out well for us.”

vortakt.com

KRISTI ELROD

CHAD WEISTER

There used to be an adage that said you can have quality or you can have quantity—but you can’t have both. With the ability to craft high-quality gun barrels at almost any scale, however, Wisconsin-based Vortakt Barrel Works is changing that age-old-adage and giving gun manufacturers the quality they expect in a barrel and the quantity they need to keep up with market demand. “Our goal is to meet our OEM clients where they’re at,” says Chad Weister, managing director at Vortakt. “We want to give them a highquality barrel that’s made exactly to their specs, and we want to be able to give them the quantities they need—no matter how big.” Vortakt can accomplish this mission because they don’t just implement new technology; they embrace it.

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Great companies need great leadership. But finding great leaders can be a real challenge for many organizations. But what if, instead of searching in vain for leaders outside of your company, you could help develop the natural leaders that are already working for you? That’s where DRIVE. Organizational Solutions comes in. Firearms industry veteran Kristi Elrod founded DRIVE. with the goal of helping companies develop leadership skills in their employees—especially women in male-dominated industries. “Women working in the firearms and outdoors field are really passionate about the industry. They want to advance within the company they work for. They want to contribute more. They want to take on leadership responsibilities. But there are barriers that get in the way,” Elrod says. “I try to help them identify those barriers and how to overcome them.” Elrod says that those barriers are very rarely insurmountable. “Sometimes it’s something as simple as not having the confidence to speak up within a meeting or stepping in to resolve a conflict,” she says. “Sometimes it’s just a matter of stepping outside their comfort zone.” Helping facilitate that concept is exactly what Elrod formed DRIVE. to do. Whether it’s providing seminars and workshops for women in your company

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to help expose them to leadership styles that will help make them more successful or working with individuals on a oneon-one basis, Elrod has developed programs that will help turn potential leaders into great leaders. Elrod notes that it’s not just the women who benefit when they take on more leadership roles; it’s the entire company. “By having more women in senior leadership positions, you get different perspectives, different ideas, and more diverse opinions, and that’s going to contribute to the financial success of any company,” Elrod says. Elrod also notes another benefit to having women in senior leadership roles. “If a company has at least 15 percent women in senior management roles, it is 50 percent more profitable than companies that have less than 10 percent women in executive leadership roles.”

driveorgsolutions.com

STEVE MINNEMAN

Steve Minneman is CEO of MTM Molded Products. Family owned and operated, MTM Molded Products Company is a plastic-injection-molding facility based in Dayton, Ohio. Its primary focus is developing products (marketed under the name MTM Case-Gard) for shooting-sports enthusiasts. Established in 1968, MTM began with a simple idea for storing ammo and currently offers a broad range of products specifically designed for the shooting sportsman. Products in the company’s current lineup include ammo boxes, shooting rests, rifle and handgun cases, gear crates, gun-maintenance components, and rifles rests, among others. Minneman attributes the company’s success to a no-nonsense philosophy: “Make it simple; make it tough; make it affordable; make it here. If something breaks, we fix it. If something doesn’t work, we redesign it. We don’t hide behind fine print. Customers expect honesty, and that’s what they get.” Minneman believes the company stays ahead of its competition by “making sure engineering is first. Marketing is second. We own our molds. We control our materials. We test our products the way they’re actually used—not in a lab, but on a bench, in a truck, and at the range. When you do that long enough, you get pretty good at it. And we don’t forget who we are. Family business. Ohio roots. No shortcuts.” Another factor: serious shooters still care about

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quality. “They want gear that works, and they want that gear to last,” he says. “They certainly don’t want something that needs to be replaced every season. I’m also seeing a growing group of younger shooters getting into the sport who appreciate American-made products, but only after you explain why these products are better.” But what probably makes him happiest is “knowing that something we make here in Ohio is going to be used by a guy or gal at the range that afternoon—or handed down to their kid someday. This industry isn’t about trends. It’s all about function, trust, and tradition. We’re not chasing fads— we’re building products that the shooting enthusiast appreciates every day. That still means something to me.”

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ANGELO BREWER

Angelo Brewer is the director of operations and a founding member of iRayUSA, the U.S. distributor of Nocpix thermal products. Since entering the thermal imaging industry in 2007, he has worked across product development, sales, marketing, customer support, distribution, and operations, helping build one of the leading brands in the thermal hunting industry. His focus is advancing thermal technology and delivering a better customer experience through innovation, product development, and collaboration with customers, dealers, and manufacturing partners. Thermal imaging is a red-hot segment these days as it experiences exponential growth. But such growth often creates challenges. “That growth is bringing more competition and continued pressure on pricing,” he says. “As technology becomes more accessible, it’s getting easier for companies to enter the market, which means brands have to work harder to stand out. The companies that succeed will be the ones that continue to innovate, bring meaningful improvements to the customer, and back their products with strong value and after-sales support. The challenge for our industry is making sure growth doesn’t come at the expense of the customer experience. That’s one of the opportunities we saw when we started iRayUSA, and it’s still a major focus today.” As a key player in the market segment, Brewer has a first-row seat to the incredible pace of innovation. “Being able to see concepts for products that are still two SHOT Shows away from reaching the market is something I genuinely enjoy. Just as rewarding is seeing someone experience thermal imaging for the first time. No matter how many times I’ve seen it, it never gets old. There’s always that moment when they look through the optic and immediately understand what thermal can do. Watching that realization happen is a big part of what keeps me passionate about this industry.” irayusa.com

Editor’s Note: Additional research and reporting by Christopher Cogley and Carolee Anita Boyles.

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by robert a sadowski W H AT ’S SELLING

WHERE

Shoot N’ Sports, UTDoug’s Taylorsville

Located in suburban Salt Lake City, this firearms dealer has been in operation for more than 40 years. It was the first retailer in the state to build a shooting range and keeps in stock a wide inventory of home defense and traditional hunting guns. MSRs continue to inch up in demand, with an emphasis on higher-end rifles. Daniel Defense and Springfield take the bulk of turns. This retailer says the store is continuing to see more MSR turns due to increased interest in suppressors. Some centerfire rifles are turning. A wide mix of Tikkas and Ruger American Generation IIs continue to make the register ring, mostly in .308. Handgun sales are brisk. The high sales spot splits evenly between Smith & Wesson M&P 2.0s and M&P Shields and GLOCK 43Xs. “While GLOCK remains a staple in our rentals, the Stealth Arms 1911 Platypus is also super popular,” said manager Dave Larsen.

Gat Guns, Dundee This north-

west suburban Chicago retailer has been in business for more than 40 years and uses 25,000 square feet to display 7,500 firearms. It also sports more than 50 rifle and pistol lanes. “Because we are in Illinois, MSRs were down to just Mini 14s and 10/22s until the release of 50-state-compliant rifles from Dark Storm Industries. They have sold exceptionally well, and I commend their ingenuity and commitment to the industry,” said general manager Randy Potter. Handgun sales are strong. The GLOCK 43X MOS, CANiK Primes, and Springfield Echelons attract the lion’s share of attention. The lead caliber continues to be 9mm. Potter also mentioned the GLOCK 43X has been the leading rental pistol for their in-house range. As for shotguns, the Benelli Ethos is in high demand. CZ Redhead over-and-unders for upland hunters are moving well. Remington 870 Deer Slayers are making turns this season. Henry single-shot 350 Legends, Ruger

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Shotguns are picking up fast for waterfowl. Benelli Super Black Eagle IIIs and Stoeger M3500s are moving well.

Rock Sporting Goods, MTRed Miles City Located on the high plains of southeastern Montana, this larger independent retailer stocks soft goods, firearms, and reloading supplies. It is a local staple in the hunting community. Fall rifle sales are heating up. Ruger American Gen IIs hold the top spot; Browning X-Bolts and Christensen Arms rifles follow in lockstep order. The most popular calibers have been 7PRC, .308, and .243. “Ruger has really moved ahead with the American Gen IIs. It’s a great price point and our customers are buying them to fill in alternative caliber choices. Bolt guns are always a priority here, and it’s hard for us to list just the top three. If we don’t like them and shoot them, we don’t sell them,” said owner C.B. Scountz. Shotguns are moving, particularly Super Black Eagle IIIs and Winchester SXPs.

Ranch Rifles in .223, and Marlin 1895s SBLs are also in high demand. After several periods of ammo challenges, inventory selection and prices have improved.

Indiana Firearms, Lebanon

With two full-time employees, this smaller independent, just north of the Indianapolis metro area, specializes in home defense with 200 guns in stock and 800 square feet of floor space. GLOCK leads the handgun counter with 17s and 19s. SIG P365s are next in line, followed by Smith 2.0s. All are turning over at a consistent pace. “Although we are a little surprised, we haven’t gotten a midterm-election bump. Sales remain above average. It’s nice having a well-planned inventory and not spending all day on the phone ordering with distributors,” said manager Riley Smith. MSRs have remained consistent for the last year with Colts and Radicals turning at two per week. Shotguns have slowed but are in good inventory. Home defense models

Guns & ShipAKWolfhawk ping, Tok

Located in remote eastern Alaska near the Canadian Border, this small retailer specializes in handguns and hunting rifles. In addition, Wolfhawk arranges firearm shipments. Travelers entering Alaska from Canada can pick up their handguns at this store. Handguns are the bread-and-butter item for this wilderness retailer. Smith M&P 2.0s and GLOCK Gen 6s sell best. Ruger Alaskans in .44 Mag. and .454 Casulls are the top used guns. “We’re a mix of bear protection, tacticalstyle shotguns, and big-bore revolvers. Ten mil dominates our sales. They continue to push out more traditional, big-bore revolvers. Our guides and hunters are just looking to lighten their load on their chest,” said owner Bryan Kerly. Other high-demand rifles include Winchester, Marlin, and Henry .45-70s in any format, new or used. In-demand shotguns include Mossberg 500 Tactical and Remington 870 Express.

from Remington and Mossberg Combos are expected to do well through the Christmas season. Ammo stocks are flush.

Reds Trading Post, KSRanger El Dorado

Twenty miles east of Wichita, this small independent gun shop is dedicated exclusively to firearms, with an emphasis on handguns, home defense, and specialty gunsmithing. Compared with recent months, the cool of fall has brought improving turns on handgun sales. GLOCK 43Xs and Springfield Hellcats are selling best. Transfers are an important part of bringing in customers for this store, and they charge only $20 per gun. “We’ve been slow this last summer and our customers are very price sensitive right now. One bright spot is our MSR in .17 HMR. We build them with lowers from Bear Creek Arsenal, and they are super fun to shoot. I call them our 200-yard .22,” said manager Larry Arnold. Demand for MSRs is down to one or two a month.

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by peter b . mathiesen

Sports PADunkelberger’s Outfitter

With two locations sporting a total of 35,000-square-feet of display space, this Pennsylvania retailer services a wide area from Scranton to Allentown, selling everything from kayaks to guns. Fall is seeing heavy traffic on the Savage Axis and Ruger American Gen II. The most popular calibers have been .30-06 and .308. Another notable rifle on the move is the Marlin 336. Centerfire demand is up for this retailer. However, there are challenges. “We continue to see growing demand and sales in the centerfire category. However, getting consistent inventory from Ruger and Marlin has been challenging. The good news, however, is the new rifles are selling well,” said counter salesman Mike Schwartz. MSRs continue to move daily with a mix of Springfield Victors, S&W M&P Sport IIIs, and Daniel Defense. Two to three units cross the counter between both stores. Handgun sales continue to increase from the summer. “It’s price sensitive, and our customers love a

The Gun Doctor, Moncks Corner Keeping 250-plus hunt-

ing guns and handguns in stock, this retailer maintains high traffic by having a full-time gunsmith on hand. The gunsmith also does work for several other local gun shops. Deer season is in full swing, and Ruger American Gen IIs and Savages are attracting a lot of attention. Price-point Turkish pumps are moving. Used 12-gauge Browning A5s and Remington 1100s lead the board. While this store stocks new guns, it continues to lean on used firearms for its primary profit center. “Some used guns fly out the door, especially older Marlins and Winchesters. The caliber doesn’t matter. If we can find a used Remington 1100 or Browning A5, it’s usually gone the next day. Our used gun business continues to increase,” said owner Christy Elan. Handgun sales are steady, with plenty of GLOCK 19s, KelTecs, and Taurus G3Xs heading out the door.

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factory promotion. The good news—we can get just about anything we need,” he said. Springfield Hellcat Pros with four-magazine accessory packages, SIG P365 Micros, and M&P Shield EZs are fast movers.

own a Super Black Eagle, our duck hunters are trying them,” said owner Matt Williams.

MEYork Firearms, Limington

Canada and 10 miles east of Lake Champlain, this small-town gun shop specializes in hunting long guns and handguns. Rifles are hot for this retailer. Browning AB3 Hunters and Ruger American Gen IIs are miles ahead in the front position. For this retailer, .308 is the hottest round. Muzzleloaders are also in high demand; here, the new T/C FireStick 50 is really attracting attention. MSRs have slowed for this store, selling just two to three a month. But shotguns are especially busy, with strong numbers of Winchester SXPs and Turkish Benelli clones going out the door. “These new semi-autos from Turkey are selling exceptionally well. Even if they already

With more than 3,000 firearms in stock, this rural southeast independent specializes in lever-action long guns, revolvers, and defensive rifles. MSR sales move daily for this retailer, along with with high demand for trigger modifications. “We sell an MSR every day and most leave with an FTR Trigger and often a suppressor added to the mix. These accessories have really added to new sales on these rifles,” said owner Michael York. He also notes that additional fast movers include Smith M&P Sport IIIs, M&P 15 Pistols, and Ruger 556 Standards. As for bolt-action rifles, Ruger American Gen IIs and the Savage Axis are selling best. The most popular caliber goes to .308. This retailer also carries an extensive selection of new and used lever-action rifles, including Henry, Rossi, and Marlin.

wide sales mix of Super Black Eagle IIIs and Affinitys. Other lower-end shotguns include Hatsan Arms from Turkey.

Deep Woods Mafia, Sheldon Located 10 miles south of

Guns & Leather, Greenbrier Located on Highway 41

north of Nashville, this 2,100-square-foot retailer keeps about 1,000 firearms in stock and sports a 10-lane indoor shooting range. Handguns rule at this store. Hefty numbers of Smith Performance Center Bodyguard M&P 2.0s, GLOCK 43Xs, SIG P365s, and Springfield Hellcats are finding new homes. At this range, the top rental pistol has been the GLOCK 43X. The Beretta 19 follows just behind. Ruger American Gen IIs and Savage Axis XPs lead in the bolt-action category. The most popular calibers hover between .308 and .243. Sales of MSRs have slowed. “It’s a midterm election year, and MSR sales continue to slow. We are selling average numbers of price-point rifles, but almost as many Daniel Defense and Colt. Of course, it’s super competitive at the low end. All that said, bolt guns continue to be in high demand,” said manager Daniel Williams. A healthy inventory of Benellis and Franchis keep the retailer busy, with a

Sportsman, TontiAROzark town

Located between Bentonville and Fayetteville, this large western Arkansas independent stocks over 1,600 firearms while sporting a 15-lane shooting range. The store also has extensive archery and reloading supplies. Handguns are warming this counter with quick turns on the SIG P226-X6 Legion, CANiK TP9s, and GLOCK Gen 6s. GLOCK continues to be the most popular rental on the range. “The Arkansas muzzleloader season, now called ‘Modern Gun Season,’ allows hunters to use straight-walled centerfire cartridges. This has opened sales for many alternative rifles. The CVA Cascade in 350 Legend leads this category,” said floor manager Dustin Cunningham. Classic bolt-action guns include a mix of Tikkas, Ruger Gen IIs, and Bergaras.

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NEWPRODUCTS 2

by slaton l . white

MISSION FIRST TACTICAL AIWB HOLSTER

The AIWB Holster is a versatile AIWB, IWB, or convertible OWB holster, capable of use both inside the waistband/appendix (IWB) and outside the waistband (OWB) in both right- and left-hand positioning. Each holster is handmade in the USA to precise tolerances for each model of handgun using advanced techniques and materials for an all-day comfortable carry. Adjustable retention and the famous “audible click” features make each draw and re-holstering smooth and secure. Each holster includes a 1½-inch belt clip. You can easily convert your MFT IWB holster to OWB carry by simply swapping out the belt clip for a MFT Comfort Paddle (sold separately). The new MFT AIWB holster is weapon-mounted-light compatible with Streamlight TLR series tactical lights and works with all RMR reflex sights. Available models include Glock 19, 23, 43, and 45; SIG SAUER P365; and Springfield Hellcat Pro. SRP: $59.99. missionfirsttactical.com

CHARTER ARMS WALKER SERIES

The new .22 Walker Series from Charter Arms delivers lightweight confidence in a sleek, modern concealed-carry platform built for everyday reliability. Designed for shooters who value simplicity, comfort, and dependable performance, the Walker combines an ultra-compact profile with eight-shot capacity in either .22 LR or .22 WMR. Featuring a snag-free concealed hammer design, smooth double-action trigger, lightweight aluminum frame, and durable steel components, the Walker is purpose-built for discreet carry and comfortable shooting. Whether carried as a personal protection revolver, trail companion, or easy-to-shoot everyday option, the Walker is built to be dependable when it matters most. Aiming sights consist of a fixed front ramp and rear notch in the top strap of the frame. It comes standard with compact rubber grips and weighs in at just 15 ounces. The Walker is available with either a black anodized frame and black passivate-finished stainless-steel components or with a pink or blue anodized frame and high-polished stainless-steel components. SRP: $461.72— $486.16. charterarmsmanufacturing.com

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QUIETLY.COMPACT

Adding just 4.6" to barrel length, the Nomad Ti OTB advances over-the-barrel suppressor innovation. Delivering the recoil reduction and sound suppression of a longer system, it maintains optimal balance and keeps the rifle compact for fast handling and confident control in the field.

OVER-THEBARREL

L IG HTW EIG HT & IM PROVED BAL AN CE

X EN O CO M PATIB L E

ACCO U STIC PERF O RM AN CE

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NEWPRODUCTS 4

STEINER

MPS 2.0 MICRO PISTOL SIGHT

Designed by Steiner Germany, the MPS 2.0 builds upon the proven performance of the original MPS while delivering meaningful improvements driven by real-world users. From enhanced durability and longer battery life to improved ergonomics and easier maintenance, every update was made with one goal in mind: ensuring the optic performs when failure isn’t an option. At the core of the MPS 2.0 is a reinforced all-metal housing with a deep-set viewing window protected by an integrated metal hood. Designed to withstand hard use in the harshest conditions, the optic is waterproof to 35 meters and operates in temperatures ranging from -40 degrees F. to 140 degrees F. The MPS 2.0 features redesigned oversized brightness buttons for quick adjustments, even while wearing gloves. Eight brightness settings—including six daylight levels and two night-vision-compatible settings—allow shooters to adapt instantly to changing light conditions. Powered by a CR2032 battery, the redesigned electronics deliver more than 90,000 hours of runtime at Level 4 brightness and over 27,000 hours at Level 5. A userselectable 13-hour auto-off mode further extends battery life without sacrificing readiness. Steiner also improved one of the most overlooked parts of any red dot: battery replacement. A new magnetic battery cover securely holds the battery during installation, making changes faster and easier whether at the bench or in the field. For duty applications, a button lockout feature prevents accidental brightness adjustments by locking the controls with a simple five-second press of both buttons. Built on the industry-standard ACRO footprint, the MPS 2.0 is compatible with today’s most popular optics-ready pistols and mounting solutions. Its rugged construction also makes it an excellent choice for defensive carbines, short-barreled rifles, and shotguns, giving users one optic capable of serving across multiple platforms. Available with a 3.3 MOA aiming dot. SRP: $631.99.

AVIAN-X

FIELD-READY PACKS

Since 2011, Avian-X has been a go-to manufacturer for serious waterfowlers and turkey hunters. Now, these hunters can take advantage of an all-new assortment of field-ready packs and bags. Designed to keep essential gear organized, protected, and ready for action both in the blind and on the move, this unique new lineup includes three purpose-built packs engineered specifically for the demands of waterfowl hunting. The BA Backpack (SRP: $219.99) offers 1,600 cubic inches of rugged, molded EVA storage—from a top-load main compartment to a fold-out front panel with dual storage areas for quick access to calls, gloves, and other essentials. Two detachable ammo bags hold up to 40 rounds each, and an integrated weapon-carrying system keeps firearms both secure and accessible. Available in Mossy Oak Shadow Grass and Mossy Oak Bottomland camo. The Floating Duffel Decoy Pack (SRP: $149.99) offers 11,500 cubic inches of storage, enough space for up to 18 life-size mallards. It features 2.5-inch closedcell foam for dependable flotation when empty, simplifying loading and unloading, and a rubberized mesh drain system that quickly sheds water, reducing weight when towed. Available in Mossy Oak Shadow Grass. Rounding out the new pack lineup is the Floating Lumbar Blind Bag (SRP: $169.99), which offers a 1,300-cubic-inch capacity paired with rugged EVAmolded top and bottom compartments that shield gear from water, mud, and impact while also keeping the bag afloat. An innovative hybrid transport system with detachable shoulder straps and a removable padded waist belt even allows hunters to quickly customize carry on the fly. Available in Mossy Oak Shadow Grass and Mossy Oak Bottomland camo. avian-x.com

steiner-optics.com

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SHOTBUSINESS.COM ❚

10/8/26 8:51 AM

INDUSTRY KNOWLEDGE CLOSE AT HAND

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

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

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10/8/26 8:47 AM

NEWPRODUCTS 6

DEAD DOWN WIND SCENT CONTROL KITS

A new season means new gear, fresh plans, and another opportunity to get in the woods. Dead Down Wind makes getting scent control really easy with a variety of complete kits that put the essentials hunters need together in one convenient box. With multiple kits to choose from, hunters can find an option that fits their needs and hit the ground running. For a new hunter, a kit is an easy way to build a complete scent-control routine without having to piece together individual products. For experienced hunters, it’s a convenient way to restock the products they rely on before the season gets underway. Each kit brings together complementary Dead Down Wind products designed to work as part of a complete scent-control system. Whether you’re building your arsenal for the first time or simply topping off your supply, there’s a kit ready to get you prepared. There are four complete kits—the 10-piece Hunt Ready (SRP: $26.99), 10-piece Trophy Hunter Kit (SRP: $24.99), 25-piece Super Slam Scent Eliminator (SRP: $25.99), and the three-piece Woodsman Beard & Face Care Kit (SRP: $24.99). One box delivers multiple scent-control essentials. That’s one less thing to worry about when it’s time to head to the woods. deaddownwind.com

BERETTA USA B22 JAGUAR

The new B22 Jaguar Tac Metal and B22 Jaguar Metal Competition are a pair of innovative .22 caliber pistols designed to make firearms training more approachable, enjoyable, and rewarding for enthusiasts of every experience level. From recreational plinking and target shooting to competitive rimfire events, the B22 Jaguar delivers the reliability, accuracy, and modularity needed while helping develop the next generation of shooting sports enthusiasts. The B22 Jaguar Tac Metal is a versatile rimfire pistol built for recreational shooting, skill development, and training. Featuring a modular aluminum chassis, fixed barrel, optics-ready Picatinny rail, ambidextrous controls, and threaded-barrel models for suppressor compatibility, the Tac Metal delivers premium performance in a highly adaptable package. Easy, tool-free disassembly makes cleaning and maintenance simple, allowing more time spent on the range and less time at the workbench. Designed with direct input from coaches, athletes, and industry experts, the B22 Jaguar Metal Competition pistol is purpose-built for Steel Challenge-style competition while remaining approachable for youth shooters and those entering the competitive shooting sports. Factoryequipped with premium TANDEMKROSS upgrades, including the Steam Demon compensator, Accelerator thumb ledge, fiber-optic front sight, and adjustable Victory trigger, the B22 Jaguar Metal Competition provides enhanced control, faster follow-up shots, and a competition-ready platform right out of the box. Interchangeable grip panels allow shooters to customize the fit for greater comfort and confidence on the range. SRP: $749, B22 Jaguar Tac Metal; $969, B22 Jaguar Metal Competition. beretta.com

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SHOTBUSINESS.COM ❚

10/8/26 8:52 AM

YOUR VOICE

WASHINGTON

NSSF® PAC is the only political action committee solely dedicated to representing the collective interests of the firearm and ammunition industry. Its purpose is simple: to support candidates for federal office who understand and promote the interests of the firearms and ammunition industry, protect the Second Amendment and preserve our hunting and shooting sports traditions. NSSF PAC is your best protection against harmful legislation in Washington.

Contact PAC Director

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Liza Weir 202-220-1340 x206 LWeir@nssf.org

12/2/24 1:14 PM 10/8/26 8:47 AM

NEWPRODUCTS 8

NEXTORCH

EDGE GUARD CUT-RESISTANT TACTICAL GLOVES

NEXTORCH Edge Guard Cut-Resistant Tactical Gloves are designed to protect against blade slashes, glass, and metal shards while maintaining dexterity and touchscreen capability. The gloves feature an integrated 13-gauge HPPE (High-Performance Polyethylene) continuous A7 cut-resistant liner that wraps your entire hand, creating a powerful “blade-sliding effect” to neutralize active knife slashes and jagged metal hazards. The extended protective cuff boosts wrist slash-resistance and integrates a dual-locking elastic band with an oversized rubberized pull tab for splitsecond deployment. The Edge Guard gloves also are infused with ultra-conductive fibers across all ten fingers and the full palm for flawless operation of rangefinders, smartphones, mobile data terminals (MDTs), and tactical tablets (including complex swiping, pinching, and zooming), all while keeping hands fully protected. The gloves also utilize premium cowhide and Cordura materials for flexibility and a non-slip grip, even in wet/oily conditions. They offer high mobility, avoiding the clunky feel of traditional, thick protection gloves. Available sizes include S, M, L, XL, and 2XL. SRP: $47.99. nextorch.com

GARMONT TACTICAL T8 EXTREME WP 400G

The T8 Extreme WP 400G Thinsulate winter military boot offers G-Dry waterproof protection and keeps feet warm with 400 grams of Thinsulate thermal insulation. It also features a soft 1mm suede-leather upper with polyester inserts. The closed hook eyelets provide speed lacing capabilities along with a ball-bearing anchoring loop. The Ortholite Ultra footbed delivers cushioning and breathability for long periods of use. This boot is AR670-1 compliant. SRP: $240. garmonttactical.com

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SHOTBUSINESS.COM ❚

10/8/26 8:52 AM

FIREARM INDUSTRY

JOBS

Search for Jobs. Recruit Employees. Opportunity Awaits.

JOBS.NSSF.ORG

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10/8/26 8:48 AM 4/13/22 10:39 AM

THE SIMPLE TRUTH

by miles hall

Information Goldmine Data mining can yield a treasure trove of valuable information. Here’s how to do it correctly.

y column for the July/August 2026 issue of SHOT Business was titled “The Business Compass.” Its premise was that

PHOTO BY JOHN HAFNER

knowing where you are, and where you want your business to go, is essential to success. The next step in that journey is having the data that will help you set a direction and plan accordingly. That requires record keeping, a dull, but essential process. In essence, you need to become a prospector—not for gold or silver, but for the very information that can help assure the success of your business. So, just what kinds of records do you need? Number-one item—your ATF records. The data they contain is super valuable. Example: “Time In” shows how long you have had a unit in the store. Anything with a birthday (i.e., more than a year) needs to go. Run a special to hurry it out the door. NICS reports will show by state the total number of units sold broken down into long guns and handguns. Many retailers tend to carry what they like, holding to the fake assurance that other dealers think (and stock) the same way. This is not at all a good plan, as we learned firsthand in our early days. We were handgun focused until we saw that our state sold three long guns for each handgun. Our assumptions were locking us out of 75 percent of the market.

The more you know about your guests, the better you can serve them, and one of the best ways to do this is through careful record keeping.

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From our very first day we tracked income and guest count by the day of the month and day of the week. That lead us to see that Mondays were not the slow day many would have thought. Why? Well, we asked that, too. We learned that many federal holidays gave people Monday off, which gave them time to come to the range to shoot and to shop. Through precise record keeping, we also learned that other holidays were good for business, so we made sure our doors were open, with few exceptions, on those days as well. Again, the records told us this. Along the way we started asking our guests lots of questions. The answers yielded a treasure trove of valuable information regarding purchasing habits and preferred products, all of which allowed us to restock intelligently. We started noticing that the guest base was a mix of folks; we needed to know who they were so we could serve them more efficiently. That information came from the 4473 forms. The data was all there, ready to be mined. I took a legal pad and counted the number of men and women who filled out those forms. Turns out 53 percent were men, 47 percent were women. Then, I broke down the ages into ranges and counted those. Nationality was done in the same way, as was type of gun bought (handgun: revolver or pistol; long gun: bolt-action, lever, semi-auto). This all led to us studying where our guest base was coming from. Returning to the 4473s, we logged the five-digit zip code of each guest. From this, we learned we had sold to a guest in every zip code in the state of Oklahoma. It also confirmed we were drawing guests from neighboring states. Another key set of records involved our wonderful sales team. All were good, but two were exceptional because they kept detailed notes on their guests. Steve and Will were not just sales folks, they were relationship builders. Each day they would come to the receiving area to see what had just come in. Then they went to their notes and reached out to a specific guest who had indicated an interest in that item. That kind of customer interaction and follow-up resulted in several million dollars in yearly sales for each of them. Today when we help a dealer, distributor, or manufacturer in our consulting business, we look at the makeup of the area in which they have their business. We study the data and see if there are

areas that could be serviced better. In one of our trips, we found that the name of the business was not truly reflective of the rich history of the area, so we proposed a new name. The name change helped drive renewed interest in the business, ensuring its eventual success. The data we unearthed also allowed the business to adjust product mix, staff, and operating hours. What I’ve outlined above works. I won’t lie to you; it’s incredibly time-consuming, but it’s also incredibly valuable. Here are some of the things we tracked, things you should consider tracking as well: number of men and women, general ethnicity, age range, zip code, type of units purchased, number of guests by date and day, and holiday volume and guest count. You should also track the quantity and type of ammo, targets, and knives you sell. If you offer memberships, you need to track that as well along with range and classroom time (don’t forget the number of students). Other things to track include gun-rental volume, guncleaning supplies, gun-case volume, and leather goods. The Simple Truth is the more you really know about your guests, the better you can serve them.

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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10/8/26 8:50 AM

ONE FOCUS • DISTRIBUTION

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