SHOT Business September / October 2025

RED CAT PREMIUM CABERNET SAUVIGNON

TOGETHER WE STAND. TOGETHER WE GIVE BACK.

Introducing Red Cat Premium Cabernet Sauvignon, proudly made in the USA. This special release supports our new Veteran Outreach Initiative, with a portion of proceeds from every bottle going directly to Veteran Support Organizations. Raise a glass in honor of those who served.

RH25 V2:

The Ultimate All-In-One Thermal Solution Retailers Can’t Ignore

Thermal optics can get confusing. Between sensor resolutions, pixel pitches, refresh rates, and lens sizes, there’s a lot for customers—and retailers—to navigate. On top of that, thermal devices are often designed for just one role: either as a dedicated weapon optic, a clip-on, or a handheld scanner. But what if there was one unit—one single SKU—that could do it all? Enter the RH25 V2 from InfiRay Outdoor.

The RH25 V2 (RICO MICRO V2 640) is a true four-in-one thermal optic. It can be used as a handheld monocular, a dedicated thermal weapon sight, a clip-on thermal (commonly in front of an LPVO or a dot sight with magnifier), and even a helmet-mounted monocular when paired with iRayUSA’s innovative “Pictail” mounting system. This level of versatility means your customers can invest in one device and adapt it to any mission, season, or environment.

At its core is a high-resolution 640 × 480 thermal sensor with a 12 µm pixel pitch and MATRIX III image processing. The 60 Hz refresh rate and <15 mK NETD ensure smooth, detailed imaging, even in adverse weather or low-contrast conditions.

The RH25 V2’s optical and electronic upgrades deliver an improved user experience over the previous generation. The 1440 × 1080 AMOLED display is significantly larger and sharper, with 97 % more pixels than before, while the generous 45 mm eye relief ensures comfortable use in any configuration. Modern features like built-in Wi-Fi, recoil-activated video, 64 GB of internal storage, audio recording, and USB-C connectivity make operation straightforward and convenient.

Built to thrive in real-world conditions, the RH25 V2 features a rugged magnesium alloy housing, IP67 weatherproofing, and a recoil rating up to 1,000 g/s². It ships complete with batteries, charger, cables, and a mount—ready to sell and ready to deploy right out of the box. And with iRayUSA—the U.S. distributor

and support center for InfiRay Outdoor—your customers get the best warranty in the industry: five years with a five-day turnaround guarantee.

The RH25 V2 is commonly available through distributors such as Sports South, RSR, and Chattanooga, but many retailers find better margins and more consistent availability by ordering directly from iRayUSA.

If you’re unsure about stocking night vision or thermal optics—or can only carry one model—the RH25 V2 is the one to choose. It’s rugged, reliable, and appeals to both hunting and tactical buyers. For retailers, this is the thermal optic that checks every box and moves off the shelf.

RANGEFINDING THERMAL BINOCULARS QUEST

New for 2025, QUEST thermal binoculars offer a comfortable, intuitive viewing experience. A 12 μm ≤15mK 640×512 thermal sensor and Reality+ image processing deliver vivid detail to dual 1920x1200 displays, each with independent adjustments. The built-in 1,000-yard laser rangefinder operates in single or continuous mode, displaying target distances instantly. With a hot-swappable IRB-2 (18650) battery and a backup internal battery, QUEST runs all night long. Available in H50R (50 mm lens) and H35R (35 mm lens), each model includes a fully adjustable harness for maximum comfort.

Something Different

Innovation comes from a desire to offer something truly different. Then it’s all about execution.

Over the years I’ve seen many marketing executives at start-up companies pronounce that their products will be different. And yet, all too often, when those “different” products hit the market they are just more of the same. You won’t find that with Q LLC, a new enterprise based in Dover, New Hampshire. When I sat down with Cody Osborn, vice president of sales and marketing, who recently arrived from Walther, and Jordan Porter,

director of marketing, to discuss Q LLC’s product line and marketing plans, they made it abundantly clear that their products truly would be different from the pack.

“We’re not in the business of making run-ofthe-mill firearms—or giving them forgettable names,” Osborn told me. “Our team includes hunters, competition shooters, and professionals who all want products that stand out, and that we’d personally use. Each name serves as a reminder that these aren’t your everyday guns; they’re labors of love that spark genuine excitement. If we pour our passion into making them, our customers will feel that passion the instant they pick one up.”

At first glance, one might assume this is simply another line of AR rifles. So, I asked, “Given the design of your rifles, what’s the appeal to a buyer?”

“The appeal is getting a rifle that’s light, modular, and particular without sacrificing reliability or performance,” he said. “We didn’t just tweak an existing Rem 700 design; we rebuilt everything from the ground up, so you’re getting genuine innovation. You’ll feel the difference the moment you pick it up, fold the stock on the Fix, or pull the charging handle on the Boombox.”

In other words, they’re not just another “me too” company cranking out the same tired designs. “At Q, we do the entire job—no shortcuts, no half measures. We push boundaries by identifying capabilities people don’t even realize they need, and then we invest the time, money, and

sweat to make them a reality. It’s about true innovation, from the guns and silencers to the accessories, so that when you pick up our products, you immediately know you’re holding something different—and better. That’s what separates us from everyone else.” To see what else he has to say about this new company, turn to page 30.

Lever-actions are a very traditional design, but lately some manufacturers have shown renewed interest in the platform. Chiappa’s 92 Wildlands Takedown rifle is an ultra-modern take on this classic design, so I asked Jon Pfister, Chiappa’s director of sales and marketing (see page 14) what spurred the company to take this approach to the lever-action.

He told me, “At Chiappa, we enjoy taking classic firearms and giving them a modern twist. We’ve been producing lever-action rifles for years, and when we noticed a growing demand for tactical accessories—like M-LOK rails and adjustable stocks—we saw an opportunity.

“Rather than leaving it to the aftermarket, we took the next step and developed a fully modern, tactical-style lever-action rifle. It was a clear example of recognizing where the market was headed and responding with a product that met that emerging demand.”

So, here we have two manufacturers—one well established, the other brand new—that devoutly believe in innovation. All in all, not a bad way to do business.

Slaton L. White, Editor

EDITORIAL & CREATIVE

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NEWS BRIEFS

Leupold Introduces Two New Spotting Scopes

Leupold & Stevens, Inc., has launched a pair of new spotting scopes: the SX-4 Pro Guide HD Gen 2 and the SX-2 Alpine HD Gen 2. Even in extreme conditions, the SX-4 Pro Guide HD Gen 2 is an asset worth your trust. At its core is the Elite Optical System, equipped with enhanced lens coatings that

significantly reduce glare, making it ideal for the bright light of early mornings. It also features an incredibly rugged magnesium body that is both waterproof and fog-proof, an oversized eyepiece for all-day comfort, and an Interchangeable FormFit eyecup for a personalized viewing experience. The SX-4 Pro Guide HD Gen 2 is available in an angled or straight design, each with two configurations: 15-45x65 and 20-60x85.

Whether you’re gearing up for a day at the range or embarking on your first big game hunt, the SX-2 Alpine HD Gen 2 warrants a spot in your kit. Equipped with Leupold’s Advanced Optical System, it delivers exceptional clarity throughout the day, enhanced by improved lens coatings and an Interchangeable Form-Fit eyecup. The SX-2 Alpine HD Gen 2 is available in an angled design in two configurations: 20-60x60 and 20-60x80.

“The original SX-2 Alpine HD and SX-4 Pro Guide HD spotting scopes were hits with hunters and shooters alike,” says Zach Bird, product line manager for Leupold & Stevens, Inc. “With the Gen

2 models, we’ve taken every single part of each product line to the next level. We didn’t just improve the features–we improved the optics, too. The result is a pair of new spotting scope lines that each provide the very best performance and value in their price class.”

Among the common features shared across the SX-2 Alpine HD Gen 2 and SX-4 Pro Guide HD Gen 2 spotting scopes is an Integrated Arca-Swiss tripod adapter, modernizing the design to fit popular tripods. Both come with an ultra-smooth focus, an oversized eyepiece, scratch-resistant lenses, and Leupold’s Guard-ion lens coating to shed water and dirt.

The Interchangeable Form-Fit eyecup, available in both the SX-2 Alpine HD Gen 2 and the SX-4 Pro Guide HD Gen 2, allows you to customize your glassing experience quickly and easily, for personal preference or comfort. Both spotting scopes are backed by Leupold’s legendary Lifetime Guarantee. SRP: $1,099, SX-4 Pro Guide HD Gen 2; $499.99, SX-2 Alpine HD Gen 2. Leupold.com

↑ Both spotting scopes come with an integrated Arca-Swiss tripod adapter, allowing each to fit popular tripods.

↑ An Interchangeable Form Fit eyecup and ultra-smooth focus enhance the viewing experience.

Driven to Succeed

DRIVE. Organizational Solutions is a leadership and organizational development firm founded by firearms industry veteran Kristi Elrod. It is dedicated to helping firearms, hunting, and sport-shooting companies grow strong leaders, retain talent, and improve performance from the inside out.

With more than 25 years of first-hand experience in the industry, Elrod has seen the clear business case for cultivating balanced leadership—especially in maledominated fields. While women make up less than 25 percent of the workforce in these industries, studies continue to show that companies with more women in executive roles outperform those without—demonstrating greater profitability, stronger collaboration, and increased employee satisfaction and retention.

“So many companies are struggling to keep their best people and grow their next generation of leaders—especially women,” says Elrod. “DRIVE. was created to address that head-on, with solutions that work in the real world, not just on paper.”

DRIVE. Organizational Solutions provides customized leadership development, executive coaching, team performance consulting, and employee engagement strategies rooted in evidence-based organizational psychology. With deep industry knowledge and a people-first approach, DRIVE. aims to set a new standard for how companies attract, retain, and develop talent—especially women in underrepresented roles.

Elrod, who is completing her master’s degree in industrial/organizational psychology, brings a unique blend of practical experience and behavioral science to her work. She understands the pressures of the industry—and the cultural shifts required to build sustainable, high-performing teams.

“We’ve spent years building strong products and trusted brands,” says Elrod. “Now it’s time to invest the same level of intention into how we develop our people—especially the ones often overlooked.”

Organizations interested in learning more about DRIVE.’s broader industry-wide leadership initiative or custom solutions can contact Elrod (kristie@driveorgsolutions.com) directly for customized strategy sessions, speaking opportunities, or partnerships. Drivesolutions.com

AUTO-ORDNANCE HONORS U.S. ARMY

Auto-Ordnance, in partnership with the artisans at Altered Arsenal, has released two stunning commemorative firearms in a series called “A Salute to Service,” created to honor the 250th Anniversary of the founding of the U.S. Army in 1775. The collection features a custom-engraved 250th Anniversary Army Thompson Rifle and a matching M1911A1 Pistol, both serving as a powerful tribute to the unwavering dedication and sacrifice of American soldiers over two-and-a-half centuries. Both firearms are chambered in the classic .45 ACP and share a distinctive and durable two-tone Cerakote finish, with an OD Green upper receiver/slide and a Coyote Tan lower frame. The controls on both the rifle and pistol are finished in a contrasting black oxide, creating a striking and unified appearance for the set.

The Commemorative 250th Anniversary Army Thompson Rifle

This special-edition Thompson is built on a legacy of military service. The American walnut furniture is extensively custom engraved with a visual narrative chronicling the evolution of the Army soldier, featuring figures from the Revolutionary War through modern times. A “250th Anniversary” banner is featured on both sides of the stock while the horizontal fore grip is engraved with “U.S.” surrounded by stars. The steel receiver and frame are also adorned with commemorative markings. The “ARMY” name is CNC engraved and Cerakoted Black on both the upper and lower receiver. The right side of the receiver features a “250 Anniversary Banner” finished in brilliant Cerakote FX Gold. In a uniquely distinguished touch, the top of the receiver showcases a design depicting the layout of the Army dress uniform, meticulously accented with Cerakote Black lines and Cerakote FX Gold buttons. One 30-round stick magazine is included.

The

Commemorative

Army M1911A1 Pistol

Based on the classic M1911A1 Government Issue profile, this commemorative pistol is rich with detailed engravings. The left side of the slide boldly features the “ARMY” name while the right side is engraved with “United States” and a “250 Anniversary” banner painted in Cerakote FX Gold. Echoing the design of the Thompson, the top of the slide also features the CNC-engraved Army dress uniform layout with black and gold accents. A standout feature is the custom laser-engraved wood grips. The right grip panel depicts a colonial soldier, acknowledging the Army’s origins, while the left grip panel showcases a modern-day soldier, representing the Army’s continued service and evolution. One seven-round magazine is included. Together, the commemorative Thompson and M1911A1 are intended as a lasting homage to the 250-year legacy of unwavering service by our nation’s Army personnel.

Ammunitiondepot.com

ESCORT EXPANDS BULLTAC LINE

ESCORT Shotguns is expanding its acclaimed BullTac pump-action shotgun line with the addition of three new color options: OD Green, Flat Dark Earth (FDE), and Gray. Designed for shooters who demand both performance and style, these new finishes increase tactical versatility and personalization. The sleek Gray variant is offered exclusively in the 12-gauge model.

The ESCORT BullTac is a rugged and reliable bullpup-style shotgun engineered for home defense, tactical response, and field use. Its compact bullpup configuration shortens overall length without sacrificing barrel length, enhancing maneuverability in close-quarters environments. The BullTac is available in 12-gauge, 20-gauge, and .410-bore versions, all chambered for 3-inch shells. Each model features an 18-inch chrome-plated steel barrel with a fixed cylinder bore choke, suitable for use with both shot and slugs.

This pump-action platform includes a 5+1 round capacity and a high-strength synthetic bullpup stock with an integrated carry handle and adjustable cheek rest. A Picatinny rail allows for easy mounting of optics and accessories and comes standard with flip-up front and rear sights. Additional features include an ambidextrous safety, extended slide release, ergonomic fore-end for fast cycling, and front and rear sling swivel mounts for easy carry. The shotgun weighs approximately 8 pounds with an overall length of 27.75 inches, making it a compact yet powerful option for a wide range of shooting scenarios.

OD Green and FDE finishes are available across all gauges, offering enhanced camouflage for outdoor environments. The gray finish gives the 12-gauge model a distinctive, modern aesthetic.

Whether deployed for home defense, security work, or range training, the ESCORT BullTac delivers consistent pump-action reliability in a compact, user-friendly format. With its new color options and proven design, the BullTac continues to raise the bar for performance and value in the tactical shotgun market.

Escortshotgunsusa.com

Julie Golob Joins Springfield Armory

World champion shooter, author, and military veteran Julie Golob has joined Springfield Armory as a brand ambassador and professional shooter, bringing a wealth of experience and knowledge to her new role. A veteran of the elite U.S. Army Marksmanship Unit, Golob’s titles include top honors in Bianchi Cup, Steel Challenge, USPSA, and IDPA and IPSC competitions, as well as being named U.S. Army Female Athlete of the Year. Over the course of her career, she has earned more than 170 championship titles and top scores in international, national, and regional marksmanship competitions across seven different shooting disciplines. She is also the first and only 7 Division USPSA Ladies National Champion.

Golob shares her passion for firearm safety, shooting sports, conservation, and hunting as an instructor, consultant, speaker, ambassador, and creator. As a published author of a primer on shooting sports and a children’s book on firearm safety, Golob has also written numerous articles for prominent firearms publications. Be sure to watch for her upcoming contributions to The Armory Life, the company’s firearms lifestyle media site.

Taking her place alongside Springfield Armory’s legendary pro shooter Rob Leatham, Golob will employ her proven skills as a professional shooter and content creator in addition to helping guide new product development for the company in this new role.

“We couldn’t be more proud to have Julie join the Springfield Armory team,” says Steve Kramer, vice president of marketing for Springfield Armory. “With her wealth of knowledge, voluminous skill, and extensive experience in the shooting industry, she will bring an invaluable and unique perspective to the company’s efforts to continuously innovate and grow.”

“I’m thrilled to be joining Springfield Armory,” says Golob. “I’ve long admired the company’s values, vision, innovation, and leadership. I’m honored to have the opportunity to be a part of that heritage and excited to shoot Springfield Armory’s exceptional firearms.” Springfield-armory.com

Priceless Knowledge

NSSF’s annual Marketing and Leadership Summit is designed to give executives the tools required to run successful businesses in challenging times.

Running a successful business these days requires more than simple product savvy. Your executive team needs to understand the latest trends in marketing and customer engagement, and there’s no better way to acquire this priceless knowledge than attending NSSF’s annual Marketing and Leadership Summit. With thought-provoking education sessions, engaging roundtable discussions, and a dynamic community of leaders, this year’s Summit reaffirmed its position as the firearm industry’s premier event for marketers and executives.

From navigating evolving e-commerce and digital compliance to tackling sensitive issues like mental health and suicide prevention, the Summit sparked timely conversations that left lasting impressions on attendees and sponsors alike. Over the course of two days, attendees were able to gain access to a wide range of subject experts eager to explain evolving market trends, how to engage with first-time shooters, and more.

One presentation from the 2025 event, for example, was titled “Ridiculously Easy to Do Business With!” Here, Customer Experience expert David Avrin outlined how much business has changed over the past few years. He noted that “How, when, and where we buy has changed dramatically in recent years. Winning in business today is often determined by those who can respond faster, simplify their process, and are more convenient for their customers and clients.” It’s a profound shift in customer expectations, one that affects the role of everyone on your team in eliminating friction in the buying process, responding to prospects and customers, and creating customer experiences worth sharing.

Other topics the seminar covered included Standing Out Above Your Competitors, Non-

traditional Customers and How to Engage Them, Leveraging Industry Partnerships, and Industry Marketing Agency Viewpoints. There was also an industry roundtable focused on marketing trends to watch and challenges within the industry. Subjects covered included E-commerce, Data and Personalization, Advertising Tactics That Work, Text Marketing, Social Media Best Practices and Policies, Working with Influencers, and Everyday Automations and AI Use Cases.

“The NSSF Marketing and Leadership Summit is a can’t-miss event for our team each year,” says Tim Brandt, president and CEO of The Murray Road Agency. “The combination of keynote speakers, relevant topics, and quality of fellow attendees makes it very valuable for us. We use the event as a way to network, of course, but we also use it as an opportunity for learning and development as well.

“This year was again very impactful. We are leaving with a full list of action items and key takeaways to implement within our own business and day-today operations. We also have multiple follow-ups planned from meaningful conversations with current partners, fellow industry members, and possible new clients.”

Brandt’s commitment to the seminar is twofold—he was also a member of the Marketing Roundtable Sessions where he led the session on “Working with Influencers.”

Josh Lyal, Trijicon’s director of marketing, also found value in the summit. “We have attended the NSSF Marketing and Leadership Summit several times, and each time there has been a good balance of quality speakers and time for networking and sharing of ideas with peers from other companies. This year had a great lineup of speakers, but one of

the most valuable sessions was the roundtable discussion with a speaker and a mix of attendees; the insights we gained from each other and the subject matter expert provided some immediate actions we could take to improve our marketing efforts.”

“We’re incredibly grateful to the NSSF for hosting such an outstanding summit,” said Michael Marotte, marketing director at Taurus Holdings, Inc. “The quality of the seminars is top notch, and the networking opportunities are invaluable. We continue to attend year after year because the caliber and engaged setting of this event consistently surpasses most of the other trade shows and industry gatherings for marketing and leadership professionals. It’s truly unmatched.”

Another executive who found the 2025 summit a valuable investment is Adam Ruonala, vice president of business development and marketing at Century Arms. “The NSSF Marketing and Leadership Summit is a very unique opportunity to connect with fellow industry leaders in an intimate setting that encourages genuine and productive conversation all while being educated on valuable trends and unique strategies from category-specific experts. This event is invaluable to those who are looking to keep their foot on the gas!”

In all, attendees emphasized the summit’s unique value: not only for its intimate format and forwardthinking content but also for the authentic opportunities to connect and collaborate across all corners of the industry.

Indeed, according to Joe Bartozzi, President and CEO of NSSF, “the summit continues to be a space where current and future leaders of our industry sharpen their skills, expand their networks, and gain new perspectives. This year’s event was a powerful reminder of how much progress we can make when we come together with purpose.”

The 2026 NSSF Marketing and Leadership Summit will take place May 12-14, 2026, at Hilton Beachfront Resort & Spa, Hilton Head Island, South Carolina. nssf.org

Evoke .375 H&H Christensen Arms Unveils

The .375 H&H Magnum is a cornerstone of biggame hunting, renowned for its versatility and stopping power. The cartridge delivers devastating energy with manageable recoil, making it ideal for African safaris, Alaskan adventures, and beyond. The Evoke .375 H&H, the newest addition to the esteemed Evoke rifle series, reflects Christensen Arms’ commitment to excellence, blending innovative materials with meticulous craftsmanship. In the process, the rifle brings this storied cartridge to life in a modern, precision-engineered platform.

Key features include a precision-machined receiver, a 416R stainless-steel suppressor-ready barrel, an adjustable 2.5- to 3.5-pound TriggerTech Trigger, detachable box magazine, an ergonomic polymer 7.7pound stock that consists of a hybrid grip angle, raised comb for optimal cheek weld, a 90-degree pis-

tol grip for enhanced trigger control, an integrated Picatinny rail and swivel sling studs, and a Smoked Bronze Cerakote finish. Finally, the Evoke .375 H&H comes with a sub-MOA guarantee.

“The Evoke .375 H&H embodies our mission to outperform everyone, even ourselves,” says Shane Meisel, vice president of marketing for Christensen Arms. “It’s a premium, American-made firearm at an accessible price. It delivers raw power, surgical precision, and stunning design for hunters and shooters in any environment, all backed by Christensen Arms’

Limited Lifetime Warranty.

“Since 1995, Christensen Arms has led the industry with aerospace-inspired materials, starting with Roland Christensen’s pioneering carbon-fiber barrel. The Evoke .375 H&H upholds this legacy, leveraging advanced manufacturing to deliver lightweight strength and superior accuracy. Its hand-lapped barrel minimizes fouling for consistent performance while the precision-machined receiver ensures perfect alignment and smooth cycling.” SRP: starts at $898.99. christensenarms.com

Train Smart with Laser Ammo’s Flash Bolt

The innovative Flash Bolt, a drop-in bolt replacement for a standard AR-style rifle platform, is ideal for any level of shooter seeking highquality laser-based dry-fire training. With Laser Ammo’s Flash Bolt, shooters can build shooting skills anytime, anywhere, without the need for live ammunition.

By simply replacing the original AR bolt with the Flash Bolt, shooters can train with the exact grips, sights, weight, and personal customizations of their rifle without the need to cycle the charging handle for repeated shots. This familiarity helps build muscle memory, with accuracy and timing feedback further enhancing training. It is fully adjustable, allowing shooters to increase proficiency with sight acquisition, trigger control, transitions, and accuracy.

“The Flash Bolt represents a true leap forward in dry-fire training, giving shooters the tools they need to improve performance,” says Kristen Wilson Day, Laser Ammo’s marketing manager. “We’ve seen great results with the Flash Bolt among shooters of all skill levels, and it has been rewarding watching our mission with this product take shape—allowing users to train safely, effectively, and confidently with their own rifles.”

The Flash Bolt is compatible with AR platforms chambered in a variety of calibers, including 9mm, .223/5.56, and 300 AAC Blackout. There is an an optional adapter for .308/7.62 that allows quality laser training for PCC competitors and high-end hunters. In addition, the Flash Bolt is available in both red or infrared laser options, for training with all different targets, simulators, and other software on the market, and it does not require an electric magazine, allowing for users to train on magazine changes.

An adjustable trigger with a set of shims enables users to customize the trigger pull and reset sensitivity to their preference. This feature allows competitive shooters to shoot extremely fast with a very light trigger. Finally, it works flawlessly with Laser Ammo’s reactive targets and the Smokeless Range to provide a comprehensive training experience. SRP: $229.95. laserammo.com

The Mobile Range Option

Retailers that have in-house ranges (or access to an offsite range) have a competitive advantage over operations that lack such a feature. Having access to a range allows your customers to do a test drive of a prospective firearm, thus increasing the chances of a sale—and even an upgrade. Mobile Range Technologies, based in Henrietta, Texas, offers a series of modular firing ranges and mobile trailer firing ranges focused on design, development, and technology while integrating technology innovations driving low total ownership cost and value for your investment.

“MRT ranges are offered in mobile, modular, and panel styles to fit your shooting application or facility,” says sales representative John Ater. “All are configured to run on standard 50–100-amp singlephase power, but each offers unbelievably efficient HEPA air-recirculating filtration, complete with A/C and heat. They’re also insulated with one inch of drywall to reduce exterior noise and include two inches of acoustic foam on the ceiling from the firing line forward to dampen sound inside the range.

“Regardless of how many firing lanes your MRT is configured for, your shooters will enjoy

 All MRT ranges are configured to run on standard 50–100-amp single-phase power and offer efficient HEPA airrecirculating filtration, complete with A/C and heat.

the experience in maximum comfort—with ample room for reloading on shooter shelves, top-quality hard-rail target-retrieval systems with state-of-theart control pads, bright LED lighting, and durable rubber flooring in all mobile and modular ranges. When you want the rugged dependability of a MRT range, but long for portability, this is your range.”

One example of MRT’s mobile ranges is the Road Runner, a 40-foot mobile shooting range built inside of a single use (one-trip) high-cube container

set on a standard chassis trailer. It offers an impressive lineup of applications, including training, corporate events, or parties, but is economical enough for personal use.

Using only a 50-amp single-phase power hookup (like a typical RV), the Road Runner can even be run in remote locations on a generator to literally become a self-contained shooting range that can be set up virtually anywhere.

The standard Road Runner is configured as a two-lane seven-yard pistol shooting range, but it can be upgraded to a rifle shooting range. Options include a generator and a turning target retrieval system. Another example is the Road King. Built inside of a 53-foot dry van trailer, it offers the highest level of on-demand portability.

“Owners of MRT ranges will appreciate the security and low maintenance,” Ater says. “With a Simplex push-button lock for secure access, you can rest assured your range stays locked and secure when not in use.”

Ater also notes the company’s mobile ranges are easy to clean, as they feature paintable interior surfaces all the way up to the firing line. “With spacious stalls, center-rail target retrieval systems, LED lighting, and rubber flooring, you’ll shoot in comfort and focus on what matters most: getting shots on target.” mrtrange.com

Jon Pfister, Director of Sales and Marketing, Chiappa Firearms USA, Ltd.

Forward Thinking

Chiappa understands that companies that don’t embrace the future can’t reap the rewards of innovation.

Founded in 1958 in Brescia, Italy, an area devoted to the production of firearms for centuries, Chiappa Firearms offers a vast and constantly developing catalog of pistols and rifles, including copies of historic American and muzzleloading firearms, lever-action rifles and shotguns, rimfire pistols and rifles, sporting and self-defense pistols, signal and alarm pistols, and compressed-air pistols. The company is still owned by the Chiappa family, and all of its products are manufactured in Italy.

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

Jon Pfister: The biggest challenge facing the industry over the next five years varies by channel. For most retailers, the primary hurdle will be how to compete online. With so much of retail shifting to e-commerce, it’s only natural that the firearms industry follows suit. Retailers need to ensure that online sales are integrated into their broader business strategy. For distributors, the key challenge will be differentiation—specifically, identifying and offering value-added services that set them apart. Similarly, manufacturers will need to focus on standing out in a crowded market. This will require innovation, modern marketing strategies, and the development of new products. Without a clear effort to be creative and distinctive, companies risk competing solely on price—ultimately leading to a race to the bottom.

SB: What opportunities do you see?

JP: The biggest opportunity in the industry right now is innovation. During periods of high demand, many manufacturers tend to put new product development on hold because they’re focused on simply keeping up with sales. However, when the market slows, it pushes those same companies to reignite creativity—often through promotions and the launch of new products.

The leading manufacturers don’t wait for a downturn to innovate; they consistently invest in product development and marketing, regardless of market conditions. The current slowdown presents a critical moment for the industry: companies must either introduce new offerings that meet evolving consumer demand or risk falling behind.

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

JP: For me, personally, there are several things that make this industry exciting. First and foremost, it’s the people. Over the past 18 years, I’ve had the opportunity to build strong relationships with some of the most dedicated and passionate individuals in the business. Those connections have not only provided valuable insight and feedback, but have also turned into lasting friendships.

What continues to energize me the most, though, is just how much fun this industry is. We get to design, test, market, and sell some of the most exciting firearms on the market—and that never gets old. It’s a unique space where passion and innovation come together, and that’s what makes it such a rewarding place to be.

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

JP: I believe Chiappa is in a unique position because of the broad range of products we offer—from replica blackpowder rifles and lever-action guns to 1911s and

 Chiappa takes the lever-action up a notch by adding M-LOK rails and adjustable stocks.

 The 92 Wildlands Takedown rifle is an ultra-modern take on the classic leveraction design.

the futuristic-looking Rhino. Our size and agility allow us to respond quickly to consumer feedback gathered at shows and events and to develop products that fill specific niches in the market.

We’re not perfect, but we’re committed to continuous improvement. Listening to both retail and consumer feedback plays a critical role in helping us evolve and better serve the needs of the market.

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

JP: At Chiappa, we pride ourselves on being different. Our goal is to create products that truly stand out—whether it’s in a showcase filled with black polymer pistols or on a wall lined with black rifles and shotguns. We’re not trying to blend in; we’re aiming to offer something distinctive.

We also recognize that our designs may not appeal to everyone—and that’s okay. With the diversity of our product lineup, we believe there’s something for every type of customer.

SB: Chiappa prides itself on “an excellent qualityprice ratio and a lean and flexible production process” that serves the needs of its clientele. Just how does the company achieve this?

JP: The key to achieving this is through efficiency. Over the past few years, we’ve made significant investments in manufacturing software to optimize operations and boost productivity. We’ve also adopted MIM (metal injection molding) technology to improve parts manufacturing. Every aspect of our daily operations is driven by a focus on increasing efficiency and delivering better results.

SB: Lever-actions are a very traditional design, but lately some manufacturers have shown renewed interest in the platform. Chiappa’s 92 Wildlands Takedown rifle is an ultra-modern take on this classic design. What spurred the company to take this approach to the lever-action?

JP: At Chiappa, we enjoy taking classic firearms and giving them a modern twist. This approach is evident in models like the M1-9, M1-22, RAK-22, and many others. We’ve been producing leveraction rifles for years, and when we noticed a growing demand for tactical accessories—like M-LOK rails and adjustable stocks—we saw an opportunity. Rather than leaving it to the aftermarket, we took the next step and developed a fully modern, tactical-style lever-action rifle. It was a clear example of recognizing where the market was headed and responding with a product that met that emerging demand.

SB: The Rhino Nebula 60 DS in the multi-color PVD finish is an unconventional take on a .357 Mag. revolver. What spurred this approach?

JP: The Rhino is intentionally different—its futuristic design was created to deliver the ultimate revolver shooting experience. Choosing a bold, standout finish was a natural fit.

The inspiration actually came from a moment of everyday life. Our owner/president, Rino, was out shopping in Italy with his wife, Susanna, when he spotted a similar finish on a product in a store. He

immediately thought, “How cool would that look on the Rhino?” The idea stuck—and the rest is history.

SB: What kind of dealer support does Chiappa offer to retailers?

JP: We currently offer a wide range of support for our retail partners. One of our biggest investments has been in large-scale marketing campaigns designed to drive consumer demand and increase sell-through for both Chiappa and Charles Daly products at the retail level.

To support our dealers directly, we provide a dealer locator on our website to help customers find local retailers. We also offer dealer kits filled with branded swag—hats, pens, cups, and more—to support instore and range events. Our sales representatives regularly attend these events, providing product samples and additional promotional items to help create excitement and engagement.

Looking ahead, we’re working toward launching a dedicated dealer portal on our website, chiappafirearms.com, to make it even easier for retailers to access the tools and support they need.

Chiappafirearms.com

 The Rhino Nebula 60 DS in the multicolor PVD finish is an unconventional take on a .357 Mag. revolver.

Silver Lining

COVID forced Galco to re-evaluate its business model. When it did so, it found the proverbial silver lining.

There’s little doubt that the ripple effects of the COVID pandemic are still being felt by businesses across the country and around the world. For some businesses, the impacts of the pandemic were devastating. For those companies that were able to adjust their business model and adapt their sales strategy, however, the pandemic provided an opportunity to evolve their business and change its trajectory forever. Galco Holsters is one of those businesses.

“COVID was a huge turning point for us,” says Mike Barham, media and public relations manager for Galco Holsters. “Because of what was going on in the country, we were forced to adjust. And that’s when our direct-to-consumer business really

kicked into high gear.”

Fortunately for Galco, COVID wasn’t reducing demand for its holsters. But because the pandemic was keeping people from shopping at retail stores, Galco knew it needed to adjust and find a way to get their customers the holsters they were still looking for.

“We poured a tremendous amount of money and resources into our website to make sure it was a place our customers could go and find exactly what they’re looking for,” Barham says.

The investment has paid off handsomely. Not only did Galco’s shift in focus to direct-to-consumer sales help the company weather the COVID crisis, it provided a pathway to increase Galco’s overall sales in the years since.

“It’s really difficult for a gun retailer to stock wide and deep when it comes to their selection of holsters,” Barham says. “Going direct-to-consumer allows us to serve consumer markets that weren’t being served before.”

A great example of one of those markets is the high-end, premium leather holster market.

“It’s such a niche market focused on the shooter who wants the best leather holster they can buy,” Barham says. “But what we’ve found is that it’s a very dedicated and enthusiastic market.”

By investing in its website, Galco has been able to expand consumer awareness of its product line.

Revenger (left) and Slabside Protection (right) are two popular holster models.

To serve the needs of that market, Galco launched its Masterbilt line of holsters and began offering them through its website. The response has been overwhelming.

“The requests for the Masterbilt line hasn’t let up since we introduced it,” Barham says. “It’s hard for a retailer to justify stocking a high-end holster like that, but our direct-to-consumer business allows us to fill that need that no one really knew existed in the market.”

While the new business strategy is helping Galco reach new customers and niche markets, Barham said that Galco’s investment in direct-toconsumer sales hasn’t diminished the company’s commitment to its local retailers whatsoever.

“We really have a two-pronged approach to sales now,” Barham says. “We have our sales department that is focused on making sure we’re giving our local retailers the holsters their customers are asking for, and we have our digital marketing team focused on selling those products that most of the retailers don’t have the shelf space to carry.”

And Barham says the increase in their directto-consumer business has actually helped improve sales at local retailers.

Galco specializes in premium high-end leather holsters. As a result, its Masterbilt line has been well received by its customer base.

“A guy might buy a Masterbilt holster from us, but when he goes into his local gun store and sees a Galco magazine holster, he’ll recognize the brand and is more likely to pick it up,” he says.

Given the success of the direct-to-consumer business, Galco intends to increase its investment in this arena, all the while strengthening its commitment to retailers.

“We would love to be a one-stop shop for people, and we’re better able to do that now because

now we have the freedom to develop such a wide assortment of holsters in different styles and materials,” Barham says. “And this helps our retailers, too, because if they have a customer who’s looking for a specific holster, we can usually get it to them in a couple of days.”

And that kind of commitment goes a long way toward building brand loyalty, not just for Galco, but also for the local retailers who carry their holsters. galcogunleather.com

a light carry for maneuvering around the homestead. This 10+1 rifle is chambered in 300 Blackout with a threaded 16.12” barrel and a 1-piece three-lug bolt. Combined with a picatinny rail, power bedding and Marksman adjustable trigger, its built for rugged conditions with solid accuracy in mind. Quick and simple on its own. Quiet and efficient when suppressed. The Davidson’s Exclusive Ruger American Ranch Camo is ready to put in a good day’s work.

OPTICS

2025

by Robert Sadowski

The market for night-vision and thermal optics stays red hot, but red-dots and LPVOs remain in the mix this year.

Optics such as night vision and thermal are being offered by more brands, making these exotic optics more accessible to hunters. Some price points are still at nose-bleed heights, and because they are so feature rich the process is more like buying a computer than a scope. Other brands make owning thermal and night-vision optics for mere mortals easier. There still is a steep entry price, but once you go thermal it’s hard to go back. There is also no reason why you can’t put your pistol-buying customer in a red-dot optic. This year there are red-dot reflex sights at all price points. Enclosed emitter red dots (red-dot optics sealed from the elements) are making inroads with models at lower price points. LPVOs (Low-Powered Variable Optics) continue to be a strong presence in the riflescope market. Here are the details.

APEX OPTICS

Apex Optics’ new VAPOR 1-4x22mm variable-zoom PRISM sight (SRP: $699-$799) is the first variable-zoom prism sight available on the market. Designed for tactical situations, competition, or anyone looking for cutting-edge innovation, precision, and durability, the VAPOR offers effortless zoom from 1X through 4X with a simple turn of the front zoom ring, similar to a traditional riflescope. It is compatible with Picatinny mounts for easy integration into any AR-style platform. A six-position illuminated, glass-etched reticle with off settings between each brightness level is built into a 30mm one-piece aircraft-grade aluminum tube. The new ION 1x25mm red-dot sight (SRP: $350) is designed for defensive and tactical pistol or AR platforms. The ION uses the RMSc footprint, so it is compatible with all RMSc mounts. Features include AutoSleep and JOLT-AWAKE technologies that automatically power down during inactivity and instantly reactivate with motion. There are 10 brightness settings, including two for night-vision use. Reticle options include a 6 MOA dot or a selectable three-position MRX reticle. The Edge BLACK 1-10x24 LPVO (SRP: $1,800) is now fully assembled and quality controlled in the USA and offers the same unparalleled performance as the original Japanese-made Edge 1-10x24.

apexopticsco.com

BARSKA

The NVD35 Night Vision Adapter (SRP: $549.99) transforms nearly any riflescope into a highly efficient nightvision system by attaching seamlessly to the ocular lens of most riflescopes. Equipped with a 1024x768 pixel OLED display, the NVD35 boasts a digital zoom range from 1X to 5X. The easy-attachment mechanism allows for quick installation and removal, making it highly adaptable for a variety of shooting scenarios. barska.com

C&H PRECISION

BURRIS

The Fullfield riflescope line has a 50-plus-year reputation of proven performance, and for this year the Fullfield line has been redesigned with five magnification ranges and a variety of reticle options. The proprietary 4X zoom system offers performance in a compact scope, combined with simple Plex or more advanced MOA and BDC-based reticle options. The optional Burris Knob Synergy turrets elevate performance. Six new Fullfield models include a 2-8x35mm, 2.5-10x42mm, 3-12x42mm, 3-12x56mm, 4-16x50mm, and 6-24x50mm (SRP: $192-$600). Whether you’re a hunter or a longrange shooter, the Fullfield lines offer value and performance.

The new FastFire E (SRP: $420) is an enclosed emitter red-dot optic designed for a variety of platforms and to ensure reliable performance in any environmental conditions. Built with an aluminum body, the FastFire E is constantly powered on with a 60,000-hour battery life from one CR2032 battery that juices a red or green 3.5 MOA dot. burrisoptics.com

The new COMP MAX (SRP: $339.95) is an open-emitter red dot with a viewing window larger than other red dots. The COMP MAX is purpose-built for competition, duty, or concealed carry. It has the same footprint as the RMR and features a multiple reticle with a 2 MOA dot, 30 MOA circle—or both. The new EDC-EN (SRP: $275) is an enclosed emitter red dot to protect against dirt, dust, and debris interfering with the emitter. Powered up to 50,000 hours, the EDC-EN features shake-to-wake technology, so it instantly comes on and powers off after five minutes of inactivity. It uses a RMSc footprint for a wide range of compatibility. Red and green dot reticle models are available with multiple reticle choices: 2.5 MOA dot, 34 MOA circle, or both. The HNT-R MAX (SRP: $339.95) is another open emitter red dot with a large viewing window, RMSc footprint, and True Timber camo finish. Add this to your turkey shotgun. chpws.com

C-MORE

The RTS3 (SRP: $749) open emitter red dot is a total redesign to maximum performance and reliability. The RTS3 placed first overall at the 2024 USPSA Carry Optics National Championship. It features a large viewing window; is available with either a 3, 6, or 9 MOA dot; has 50,000 hours of battery life; and the footprint is compatible with STS2 and RTS2 mounts. It also has a 30-year warranty. cmore.com

CRIMSON TRACE

Crimson Trace has evolved two of its best selling products, the Railmaster CMR-201 and CMR-206 Universal Laser Sights. Now both lasers are equipped with aluminum rail clamps to outlast the competition and prevent slipping. The CMR-201 also features a robust polymer body, brightest allowable 5mw red laser, and externally replaceable 1/3N Li battery. The small footprint fits on a wide range of handguns and rifles. The CMR-206 features a daylight visible 5mw green laser—brightest allowable by law. Both lasers come with two rail fit adapters: universal and GLOCK profile. SRP: $129.99, CMR-201; $239.99, CMR-206. crimsontrace.com

EOTECH

The housing of the super-short Vudu 3-9x32 riflescope is constructed of lightweight aircraft-grade aluminum. This second focal plane design comes in at 6.8 inches and is fog-, water-, and shock-resistant. The turrets offer 1⁄4 MOA adjustments and are both capped for protection. A rotary dial provides an illuminated reticle with 10 brightness settings, and the CR2032 battery provides roughly 300 hours of operation. The unique design provides an integrated base that is also compatible with aftermarket mini-ACOG mounts. For those wanting a non-magnified solution, EOTECH offers a version that includes a ring mount and EFLXTM that can be mounted to the front tube section. It can be positioned at the top or at 45-degree offsets for close or moving targets. eotechinc.com

GPO

It shouldn’t take retailers long to figure out the new CENTURI lines of riflescopes offers all the features shooters demand at an affordable price. The CENTURI 4-16x44i FFP Super Compact riflescope (SRP: $519.99) has a small footprint at just 9.9 inches long. It weighs a mere 20 ounces. Features include a first-focal plane milliradian reticle illuminated with GPO iControl technology, .1 milliradian turrets that lock, and an innovative “in-cap” zero-stop locking function. Other models in the CENTURI family include a 2.5-15x44i (SRP: $619.99), 2.5-15x50i (SRP: $619.99), and 3-18x44i (SRP: $619.99). All feature a 6X zoom magnification and are built on 30mm tubes.

gpo-usa.com

NOCPIX

QUEST thermal binoculars—available from iRayUSA, the United States distributor of InfiRay Outdoor and Nocpix thermal optics— combine cutting-edge thermal imaging with the ease and comfort of a dualeye experience, offering a smoother, more intuitive alternative to traditional monocular optics. The QUEST is powered by a 12 µm ≤15mK 640×512 thermal sensor and Reality+ image processing, delivering crisp, high-resolution images on dual 1920x1200 displays. Each display features individual diopter and position adjustments, ensuring a customizable viewing experience. The integrated 1,000-yard laser rangefinder provides quick, accurate distance readings while digital image stabilization ensures steady visuals in challenging conditions. Designed for extended use, the QUEST features both an internal USB-C rechargeable battery and an auxiliary IRB-2 (18650 cell) rechargeable battery, allowing users to hot-swap batteries for uninterrupted operation. The binoculars are available in two models: the H50R with a 50mm objective lens and the H35R with a 35mm germanium lens. Each pair comes with a comfortable, fully adjustable binocular harness for added convenience during long sessions. The QUEST H50R (640×512 Sensor, 50 mm Objective, LRF) has a MAP of $3,499. The QUEST H35R (640×512 Sensor, 35 mm Objective, LRF) has a MAP of $2,999. nocpix.com

MEPROLIGHT

The closed emitter design of the new MEPRO MCO PRO shields against all elements for peak performance in any environment. It features a userselectable three-segment SpeedRing reticle (2 MOA Dot, 2/68 SpeedRing, SpeedRing with 1.5 Mil holdover dots) with 10 Day/2 NV brightness settings. The MCO PRO also offers 0.5 MOA windage and elevation adjustments per click at 100 yards. The Setting 5 feature provides an impressive 25,000-plus hours of battery life, complemented by automatic and manual brightness control along with Shake Awake. The recoil block ensures alignment and zero hold. It is IP67 waterproof and dustproof rated. Built for precision performance, a 1.93-inch riser is available separately for better cheek weld when wearing body armor.

SRP: $439.99.

meprolight.com

PULSAR

Engineered with cutting-edge technology and precision craftsmanship, Thermion digital thermal riflescopes deliver clarity and precision to ensure success in any low-light environment. For 2025, Pulsar adds three models to the Thermion line: 2 LRF XP60, 2 LRF XG60, and 2LRF XL60. All feature a video recorder, AMOLED 2560x2560 display type and resolution, a 60mm objective lens, and 64 Gb of built-in memory. The units can detect images up to 2,000 meters (2,800 for the 2LRF XL60), and the included remote control allows hunters to adjust settings and make precise shots without ever losing sight of the target.

pulsarnv.com

RITON

The new 5 Primal 3-18x50 Crossover Scope (SRP: $999.99) is designed to be just as useful on the 1,000-yard range as in the backcountry. Built on a 34mm tube, the Primal features .1 mil capped turrets and the popular Long-Range Hunter (LRH) first-focal plane (FFP) reticle with a Christmas-tree-style setup. The new 3 Tactix 3X Magnifier (SRP: $249.99) adds magnification to 1X dot-style optics when you need it—and stays out of the way when you don’t. The push-button design flips the magnifier out of the way to run a dot without additional magnification. Features include two mounting height configurations and a choice between a dot-only or a circle-dot reticle. Pair the 1 Tactix ARD 2 (SRP: $229.99) with the 3 Tactix 3X magnifier for a versatile package. ritonoptics.com

WINCHESTER SUPREME OPTICS

The new line of value-focused riflescopes includes six models: 6-18x50mm SF Illuminated Reticle (SRP: $344.99), 4-12x44mm SF (SRP: $241.99), 3-9x40mm (SRP: $206.99), 3.5-10x50mm (SRP: $218.99), 2-7x32mm (SRP: $144.99), and 1-4x24mm Illuminated Reticle (SRP: $264.99). Features include premium lenses multi-coated with Winchester WINcoat to transmit the maximum amount of low dusk or dawn light to your eye. All scopes use second focal plane (SFP) reticles and fast-focus eyepieces.

wordlofwinchester.com

U.S. OPTICS

The new RISE Red-Dot Sight (SRP: $279.99) is a high-performance reflex sight equipped with a 3 MOA red dot, 10 brightness settings (including night vision), and a durable aluminum housing. It is compatible with the Leupold DeltaPoint Pro footprint, and is ideal for pistols, shotguns, and rifles with tactical, sporting, and home-defense applications. usoptics.com

X-VISION OPTICS

XS SIGHTS

The DXT2 PRO Series night sights are designed for selfdefense. This improved Big Dot line offers increased durability and corrosion resistance due to the upgraded tritium lamps and BlackNitride surface finish. The PRO Series is also the first XS Big Dot available with a green glow dot front sight that delivers high contrast in bright light while glowing extremely bright in low light.

The DXT2 PRO Series sights offer the same exceptional benefits of the original XS Big Dots with a large, easy-to-see tritium front sight with dual-illumination technology for high visibility in low light and a rear, tritium stripe for fast and easy vertical alignment. The overall design and sheer size of the dot at 0.188 inch drives focus to the front sight for lightning-fast target acquisition. The sights will fit selected models from Glock, SIG Sauer, Springfield Armory, Smith & Wesson, and FN. SRP: $153.

XS Sights is also offering new, pre-drilled front sights, featuring a self-illuminating tritium Glow Dot, for S&W K-Frame, L-Frame, J-Frame and Ruger SP101 revolvers. The dual-illuminated front sight has a self-luminous tritium vial surrounded by XS’ proprietary photoluminescent Glow Dot that absorbs ambient light to glow in low light. The pairing ensures the front sight will glow brightly in low light and contrast well in bright light conditions.

While the Standard dot sets come with a front sight only, the Minimalist sets come with a front sight and serrated, antiglare, non-tritium rear sight. It is designed to be as minimalistic as possible while driving focus to the front sight. xssights.com

The latest to the FLEX thermal optic lines is the all-new compact TR2 (SRP: $3,499.99) with features like detection range up to 1,700 yards, 1-4X magnification, a large 2.56-inch display screen, customizable color-palette and reticle selections, and a quick-release Picatinny mount. xvisionoptics.com

BUSINESS TRUST

by Mark E. Battersby

Putting your business in a trust can be a beneficial financial tactic, but given the complexities involved, tread carefully.

It’s not only the ultra-wealthy that can benefit from operating their shooting sports business as a “trust.” In fact, there are a number of reasons for the growing interest in creating trusts for businesses: protecting assets, succession, and estate planning are often cited as reasons for creating a trust. Of course, there is also a downside since creating a trust is both expensive and complex.

In addition to the initial start-up expenses, business trusts require a cost to maintain, including paying a third party to manage it. And, not surprisingly, there are also ongoing legal costs. However, complexities and costs aside, there are many reasons why a shooting sports retailer or manufacturer might benefit from a trust.

BUSINESS TRUST BASICS

Trusts are unincorporated business organizations (UBOs) created for the benefit and profit of shareholders, who are known as “trustees.” In a business trust, a trustee manages the shooting, hunting, and outdoor equipment business and conducts transactions for the benefit of the beneficiaries.

The trustee can be a company or an individual, including the business’s owner. The business owner can be the sole trustee of the trust that holds the business as well as being a beneficiary so long as the owner is not the sole beneficiary.

BUSINESS TRUST FLAVORS

The shooting sports operation’s current operating entity arrangement may be good as it is, but don’t overlook the trust. Just as there are a number of trusts, there are several categories of trusts for businesses, including:

* Grantor Trusts. This trust is generally selfcontained and consists of a grantor, a trustee, and a beneficiary. The grantor pays taxes on the income generated by the trust and has complete control over it, including control over business distributions to the beneficiaries.

* Simple Trusts. In order for a trust to be included in this category, its status must be approved by the IRS. With a simple trust, the trustee must distribute business profits directly to the beneficiaries and is prohibited from other actions, including touching any principal assets.

* Complex Trusts. A complex trust is, in many ways, the opposite of a simple trust although it isn’t managed by the trust’s beneficiaries. Profits from the business and other funds may be distributed only in part to beneficiaries and may even be contributed to other organizations, such as charities. In order to maintain its status as a complex trust, the trust must have at least some form of income.

DON’T OVERLOOK THE FAMILY TRUST

While business trusts are usually set up for individuals who may or may not be family members, a family trust is used when a family’s assets are held to run a family business. The family trust offers tax and financial advantages to individual family members and provides capital and income to benefit the entire family. Such trusts are also often used in conjunction with living trusts or a special needs trust.

With a family trust, the trustee is the decision maker who determines what to do with the operation’s assets and how to allocate capital gains and income to beneficiaries. The trustee here can be a family member or a third party and beneficiaries are family members or a family member’s business.

There are a number of benefits for creating a family trust, including ensuring family members receive their share of the business and avoiding public disclosure of a trust’s assets. A family trust is essential for estate planning and ideal for shooting sports business owners who want to continue the legacy of their business or hand over management to someone they designate.

In fact, if the owner has no heir to run the business, ownership to the trust can be passed on and a CEO appointed to ensure regular income disbursements continue. However, while there are benefits to creating a trust, not every family needs a family trust. Fortunately, there are a number of other options.

The shooting, hunting, or outdoor sports business may be better suited to operating as a limited liability company (LLC), a partnership, or some other type of entity.

THE ALTERNATIVES

A number of strategies have been developed over the years for passing family wealth, the business, or other assets to the family—or others. Among the options:

* LPs. Parental control of the business is ensured in the LP because limited partnership interests are transferred, while the parents retain the general partnership interest. Limited partners cannot, of course, participate in the management of the business.

Using a LP or LLC, parents can transfer shares of their LP or LLC without giving up control of the business.

* LLCs. An LLC can be used to accomplish the same purpose, with all of the owners having limited liability for the operation’s debts. An LLC can be structured as a “member-managed” entity where all owners participate in management, or it can be formed as a “manager-managed” entity where the owners who are also the managers control the business.

* FLLC. A family limited liability company (FLLC) must meet IRS requirements or risk being labeled as something else. The owners must be careful to put

↑ By using a LLC (Limited Liability Company), parents can transfer shares of their LLC to their children without giving up control of the business.

only business assets into their FLLC, and limited partners (typically the children of the owners) may be exposed to future capital gains liability.

A QUESTION OF TAXES

Trusts are taxed similarly to incorporated shooting sports businesses for federal tax purposes and many state income regulations. Trusts are managed by trustees who have a financial responsibility to act in the best interest of the beneficiaries. Thus, profits (and losses) from the business are equally distributed among the beneficiaries.

The federal tax rate for a trust is 37 percent on income over $14,450. This high tax rate incentivizes trustees to distribute income to the trust’s beneficiaries who may be in a lower tax bracket.

Instead of trusts paying tax on its income, it is the beneficiaries that usually pay tax on any distribution they receive. However, the beneficiaries do not pay tax on distributions received from a trust’s principal, which is the initial amount of money transferred to the trust.

Down the road, trusts reduce estate taxes by removing business ownership from the owner’s estate. This lowers the estate’s overall value and can decrease estate tax. Of course, to benefit fully,

There are a number of benefits for creating a family trust, including ensuring family members receive their share of the business and avoiding public disclosure of a trust’s assets.

it is important to properly structure the trust in such as way the taxes are reduced.

Although trusts are ordinarily associated with succession or estate planning, they can, in some situations, be an invaluable tool for the owners of a shooting sports business. A business owner can hold the business in a trust instead of using another business entity such as an LLC, partnership, or corporation.

Trusts offer several potential benefits—and potential pitfalls—compared to more traditional business structures. A trust can, for example, protect the business from creditors and lawsuits. A trust can also be used to transfer business assets to the owner’s heirs without going through probate.

Of course, while there are benefits to establishing a trust, there is the downside to consider. Trusts are, as mentioned, expensive to set up and complex to maintain. They also require the trustee to undertake

annual administrative tasks and, once established, can be difficult to dissolve or to make changes.

AVOIDING AN EXPENSIVE FUTURE

Before deciding whether a trust is right for your operation, consider the implications of the transfer because it will impact on the status of all parties involved. Understanding the pros and cons, the different types of trusts and the legal implications can help in deciding whether a trust makes sense for your operation.

It can’t be emphasized enough that a trust is not for every business nor every owner. However, scheduled and proposed changes to the tax rules may prompt many to investigate using a trust.

Under the soon-to-expire Tax Cuts and Jobs Act (TCJA), the federal estate tax, often labeled as the “death tax,” only applied to estates passed on

to heirs valued over $13.61 million. The recently proposed budget would reduce the threshold at which the death tax kicks in to approximately $5 million. Reforms contained in a proposed Congressional bill would reduce the threshold to $3.5 million.

And, then there is the significant increase to the estate and gift tax exemption. The TCJA significantly increased the amount that could be transferred without incurring estate or gift taxes to the point where, right now, it’s possible to transfer as much as $13,610,000, without owing taxes. Married couples can combine their exemptions to transfer $27,200,000.

The soon-to-expire exemption will mean any excess above $6 or $7 million in assets may be subjected to a 40 percent transfer tax. This may cause not only the wealthy and investors, but many shooting sports business owners, to think about transferring assets, hopefully with guidance from a knowledgeable professional.

Obviously, no business owner should assume that a trust is the answer for their shooting sports business. Needless to say, the advice of an estate planning professional as well as the operation’s legal, tax, and accounting professionals is extremely important.

↑ Although there are many tax benefits to setting up a trust, IRS regulations can be very complicated, so seeking the help of a knowledgeable professional is always recommended.

Since 1984, the Rocky Mountain Elk Foundation (RMEF) has protected 9.1 million acres of wild habitat and opened 1.6 million acres to public access. But there’s still more work to do, and we need you.

When you join RMEF, you’re making sure America’s wild places stay wild and accessible. Your support protects elk habitat, expands public access, and keeps hunting traditions alive for generations to come.

• Maintaining America’s wild places for elk and other wildlife • Keeping hunting traditions alive and accessible • Ensuring our public lands stay open for all

SOMETHING DIFFERENT

Q LLC is not your usual firearm company.

by Slaton L. White

QLLC is an innovative manufacturer of firearms, silencers, and accessories based in Dover, New Hampshire. It was founded by Kevin Brittingham in 2016. Earlier in his career Brittingham founded silencer manufacturer Advanced Armament Corp., which he eventually sold to Remington. After a stint at SIG Arms, he decided to strike out on his own by creating an entity devoid of the usual corporate hierarchies found in large corporations. His passion and creativity is attracting like-minded individuals to his enterprise. SHOT Business recently sat down with Cody Osborn, vice president of sales and marketing, who recently arrived from Walther, and Jordan Porter, director of marketing, to discuss Q LLC’s product line and marketing plans.

DIFFERENT

 This Boombox is fitted with a scope and an XL Cherry Bomb suppressor.

SHOT business: Your website states: “We aren’t here to compete. We’re here to change the world… We want to tackle engineering challenges, fill specific niches and build products we are passionate about.” So, let’s discuss the specific engineering challenges you wish to surmount and the specific niches you wish to fill.

The mission statement also says you want to “build products you are passionate about.” Years ago when a new car magazine debuted the editorin-chief told the press they would cover “no boring cars.” I hear an echo here, possibly spurred by the ingenious names of your products—Honey Badger, Boombox, Sugar Weasel, and The Fix. This is a departure from the nomenclature used by most firearm manufactures. What spurred this direction?

Cody Osborn: We’re not in the business of making run-of-the-mill firearms—or giving them forgettable names. Our team includes hunters, competition shooters, and professionals who all want products that stand out, and that we’d personally use. Each name serves as a reminder that these aren’t your everyday guns; they’re labors of love that spark genuine excitement. If we pour our passion into making them, our customers will feel that passion the instant they pick one up.

SB: At first glance, one might assume this is another line of AR rifles. But your rifles are different. Given the design of your rifles, what’s the appeal to a buyer?

CO: The appeal is getting a rifle that’s light, modular, and particular without sacrificing reliability or performance. We didn’t just tweak an existing Rem 700 design; we rebuilt everything from the ground up, so you’re getting genuine innovation. You’ll feel the difference the moment you pick it up, fold the stock on the Fix, or pull the charging handle on the Boombox.

Sb: What separates Q LLC from the competition?

CO: We’re not just another “me too” company cranking out the same tired designs. At Q, we do

the entire job—no shortcuts, no half measures. We push boundaries by identifying capabilities people don’t even realize they need, and then we invest the time, money, and sweat to make them a reality. It’s about true innovation, from the guns and silencers to the accessories, so that when you pick up our products, you immediately know

Model nomenclature at Q LLC departs from industry tradition, opting instead for such novel names as Honey Badger, Sugar Weasel, and The Fix.

 The Boombox is a short-barreled rifle (SBR) chambered in 8.6 Blackout.

you’re holding something different—and better. That’s what separates us from everyone else.

SB: How do you intend meet the expectations of your customers?

CO: By doing the whole job—no shortcuts, no compromises. We start with a goal that goes beyond what the market demands and then push ourselves to exceed it. If there’s a problem, we bend over backward to fix it, because we take it personally when customers invest in our gear. We don’t just deliver a product; we deliver on the promise that it’ll surpass anything they’ve used before. There is saying we use at Q: “The best customer service is the one you don’t have to use.”

SB: How do you keep your dealers informed about new products? What types of dealer support do you offer?

Jordan Porter: At Q, we’re all about giving our dealers the support they need to succeed. We provide comprehensive training—both virtual and in-person—to help your sales teams stay at the top of their game, and we host range days and live-fire events so everyone can get hands-on with our products and the Q experience. We sweeten the deal with exclusive dealer promotions, demo programs, and buy group perks, ensuring you can stand out in any market. Plus, our Top Shelf Dealer Program prioritizes inventory allocations for key brick-and-mortar retailers and specialized targeted marketing. And because we believe in rewarding success, our retail rewards program is targeted to recognize and boost your sales efforts year-round.

SB: Do you sell dealer-direct or do you also use buying groups?

JP: We sell directly to dealers as well as to the three major buy groups—NBS, Sports Inc., and Worldwide. Currently, we don’t offer any serialized items (apart from small-batch exclusives) on our website, which means all demand for our products is channeled straight to our resellers.

SB: Kevin developed an intriguing new round, the 8.6 Blackout, often referred to as the big brother of the 300 Blackout. Used in short-barreled rifles with a very fast 1:3 twist rate, the 8.6 Blackout is a formidable load for challenging big game. There is also very little recoil. Can you talk a bit about the development of this round?

CO: After wrapping up the 300 BLK at AAC, Kevin and Ethan Lessard (our vice president of engineering) set their sights on what would eventually become 8.6 BLK. They knew we wanted a round that could stand alongside the Blackout family, offering both supersonic and subsonic capabilities while pushing the envelope on range and lethality. They dug in by experimenting with subsonic ammunition

and found that increasing the twist rate gave us the perfect balance of accuracy and terminal performance, all while keeping the system short and lightweight. After years of testing, refining, and dialing in the ballistics, we launched 8.6 BLK into the commercial market in 2023—and we couldn’t be more excited about what it brings to the table.

SB: The name of the company is unusual. What prompted Kevin to use the letter “Q”?

CO: Kevin’s first company, Advanced Armament Corporation (AAC), was a mouthful to say or type, so for the next venture, he wanted a name that was easy to remember, looked great on a T-shirt, and could be cleanly engraved on a receiver. After countless conversations, we landed on “Q.” For us, it’s more than just a letter—it’s a symbol, much like Nike’s swoosh. We get a kick out of all the theories floating around the internet or tossed around at events about what “Q” might stand for; honestly, it just confirms we made the right call. liveqordie.com

We didn’t just tweak an existing Rem 700 design; we rebuilt everything from the ground up, so you’re getting genuine innovation.

REVOLUTION

REVOLUTION THE SMALL-BORE

Duck guns get smaller. That’s a good thing for retailers.

by Phil Bourjaily

Waterfowlers have always believed “bigger is better.” Until now. Small-bore duck and goose guns have become the surprise trend in shotgunning. Sixteen-, 20-, and even 28-gauge guns, and the occasional .410 have become popular among hunters. The announcement of a 3-inch magnum 28-gauge a couple years ago created even bigger interest in little guns.

The 12-gauge isn’t dead. It’s still the best choice for hunters who want to shoot only steel. But, with better (albeit pricier) ammo alternatives, like bismuth and tungsten-iron out there, more and more duck and goose hunters are hanging up their 12s for smaller gauges. They can kill birds just as well, but with smaller, lighter guns, and often with less recoil, too. Americans have always loved small-bore guns. They are undeniably fun to hunt with. Small gauges have conquered the turkey woods, and now they’re marching on the duck blind. Here’s what you need to know about selling small-bore guns and ammo to your waterfowling customers.

SELLING SMALL BORES

When you sell a duck gun, you aren’t just selling it to one person. Waterfowlers hunt in groups, and groups think alike. Sell the right small-bore duck gun to one hunter, and chances are good their friends will be in the market for

one, too. Here are five points to keep in mind when someone comes into your shop looking to hunt ducks with a small-bore gun.

1. Keep a good selection in stock. Smallgauge guns sell themselves if you can put them in a customer’s hands so they can feel their light weight and trim lines. Carry waterfowl-specific models. There are quite a few available now, with camo or camo/Cerakote finishes and the enlarged controls popular among duck and goose hunters.

2. Educate yourself and your staff on non-toxic shot. The small-bore boom resulted from improved waterfowl loads and some are effective even at longer ranges, if the customer is willing to pay for the performance. Steel, bismuth, tungsten-iron, pure TSS, and “stacked” loads of mixed pellet types and sizes all have their pros and cons. Non-toxic shot is expensive; you have to be able to make the case for it to the customer. Steer hunters on a budget to stacked loads combining steel and denser, premium loads. Brands worth stocking include HEVI-Shot, Federal Premium, Apex, Remington, and Winchester.

3. Waterfowl hunters like aftermarket chokes. Keep a selection on hand for the guns and gauges you sell. Kick’s is a well-regarded brand that makes chokes in all gauges. MOJO Outdoors, Carlson’s, and Trulock are also in the hunt.

↑ Nitro-Steel Duplex is a combination of two different sizes of steel shot.

↑ HEVI-Shot X-II in .410 bore gives lovers of this shotgun a serious waterfowl load.

4. Bismuth shot is the solution for hunters who want to bring older small bores back into the blind. It’s the only non-toxic pellet guaranteed not to damage older gun barrels made of soft steel. HEVI-Shot offers its HeviBismuth in every gauge from 10 to .410.

5. If a customer wants a small bore and isn’t set on a particular gauge, sell them a 20. There’s a wide variety of ammunition available, and that ammo is often more affordable than 16-, 28-gauge, and .410 shells made in smaller runs. In addition, a 3-inch 20-gauge shell can hold an ounce of steel shot, so it’s a good choice for someone who wants a smaller gun and doesn’t want to pay for expensive premium ammunition for every hunt.

SOME GUNS TO CONSIDER

1. Browning A5 Sweet 16: Browning’s Sweet 16 A5 comes in waterfowl versions, including the top-of-the-line Wicked Wing with camo stock and bronze Cerakote metal. It’s a very light, 5¾-pound inertia gun.

2. Benelli Super Black Eagle 3: The original 3½-inch 12-gauge semi-auto now comes in 3-inch

↑ Benelli's Super Black Eagle 3 is a popular choice for waterfowlers. The original 3½-inch 12-gauge semi-auto now comes in 3-inch 20-gauge and in the new 3-inch 28-gauge.

20-gauge and in the new 3-inch 28-gauge. The 28 weighs just 5½ pounds, yet is a very capable waterfowl gun if you load it with HEVI-Shot.

3. Beretta A400 Xplor: Beretta scales down its popular A400 to 3-inch 28-gauge for those who prefer the even softer recoil of a small-bore gas gun. This gun comes dressed for the uplands with a wood stock and silver receiver, but it will shoot in the duck blind, too.

4. Browning Citori: Available in four gauges, and in occasional special runs of 16s, Browning’s Citori is a proven performer. Last year, the chambers on all 28-gauge Citoris were lengthened to three inches. If you want an O/U for the blind, the basic Hunter makes a solid choice.

5. Winchester SXP: Winchester’s SXP pump is affordable and extremely slick due to its rotary bolt design. The Waterfowl model comes in a variety of camo patterns.

6. Winchester SX4: The SX4 is a great buy in a semi-auto gas gun. It’s soft-shooting, reliable, and it offers much of the performance of top-of-theline guns for hundreds of dollars less. The 20-gauge version comes with a 26- or 28-inch barrel and in a variety of camos, including old-school Woodland, which stands out in a gun rack.

NEW AMMO CHOICES

 Apex's 28-gauge Tungsten Super Shot (TSS) gives waterfowlers superior performance.

7. Mossberg 500: The most popular pump gun ever made, it comes in 20-gauge and .410 models. The .410, while the worst choice among small bores, can still perform surprisingly well at close ranges when loaded with HEVI-Shot or TSS.

8. Franchi Affinity 3: The 20-gauge Affinity 3 inertia-operated semi-auto makes up into a nice lightweight duck gun in a range of camo and camo and Cerakote choices. Most hunters know Franchi is owned by Benelli, and that its semi-autos make a viable, lower-cost alternative to an M2 or SBE3.

9. TriStar Viper: A low-priced gas gun that delivers reliable performance, the plain walnutstocked version of the Viper comes in 16-, 20-, and 28-gauge, and in .410. Currently there is no 3-inch 28-gauge Viper, but any of the other three can be capable waterfowl guns.

10. CZ Drake All-Terrain: A very affordable, rugged 20-gauge O/U configured for waterfowl, the Drake features matte walnut, extended chokes, swivel studs, and an olive Cerakote metal finish. It also has tiny rare-earth magnets in its extractors to keep shells from falling out when you open it muzzles-up in a blind.

The variety of non-toxic offerings on the market can be confusing to keep straight. Here’s a cheat sheet.

Lead made an ideal waterfowl pellet. It was soft, dense (at 11.2 grams per cubic centimeter), and inexpensive. Lead also had the fatal flaw of toxicity. Ducks and geese ingested lead pellets as grit for their crops and died of lead poisoning. When lead was banned for waterfowl hunting in 1991, the only alternative was light (7.6 gr/cc) steel shot. Steel was affordable, and it patterned well. But it retained energy poorly downrange. Hunters learned to make the best of steel by using bigger shot driven at higher velocities, all of which meant big 10- and 12-gauge guns and 3½-inch shells.

The performance of early steel loads disappointed hunters to the point where entrepreneurs and ammo companies started looking for denser alternatives. Today we have three, all of which allow hunters to choose smaller shot and lower velocities, meaning you can fit a good waterfowl load into a smaller-gauge cartridge case.

Bismuth, at 9.6 gr/cc, lies between lead and steel in density. You can shoot one or two sizes smaller with bismuth than you would pick for steel in the same situation. I like No. 3s for all-around ducks and geese. Bismuth requires a fairly tight choke. It costs roughly $3 per shell. It’s the only safe choice for older guns.

Tungsten-iron includes HEVI-Shot’s HeviXII and Remington HD. Both are slightly denser than lead (12 gr/cc). HEVI-Shot 4s make a great all-around duck/goose load. No. 5 or No. 6 shot are great for ducks only. Keep chokes to around Modified at most. These sell for close to $4 per shell.

TSS (Tungsten Super Shot) weighs 18 gr/cc. Pellets don’t get any denser. Shoot No. 7s for geese, No. 9s for ducks. Because it can cost $7 to $10 per shell, turkey hunters will pay for TSS. Waterfowlers may not. However, a little bit of TSS over steel in a more affordable stacked load does make a shell much more effective. Apex and Federal offer stacked steel/TSS loads that hit hard without costing a fraction of what all-TSS sells for.

HELPING HAND

by Michelle Scheuermann

AI is here to stay. Here’s a handy guide to the top AI tools for business.

Artificial Intelligence (AI) isn’t just a buzzword anymore— it’s a powerful force reshaping how businesses operate and innovate. From streamlining repetitive tasks to unlocking creative potential, AI tools have become indispensable for marketers and business leaders alike. Imagine cutting project turnaround times in half or crafting polished marketing campaigns in minutes. Sounds promising, right? But with so many options flooding the market, choosing the right tool can feel overwhelming. This guide will cut through the noise and explore the top AI tools to elevate your business, focusing on their real-world impact and practicality.

CORE LANGUAGE MODELS AND CHATBOTS

First, to truly understand AI is to understand the backend of the program. Terms used are “language models,” “tools,” and “chatbots.” A language model (LM) is a chatbot that takes inputs and gives outputs—meaning it responds to questions or directions. It is operating software. An example is how humans wrote Microsoft Word for humans to use. An AI Model is software written by AI for AI to use. ChatGPT, the first and mostknown AI tool, is the consumer-facing interface used to talk to the model running on the backend. The end user doesn’t talk to the model; ChatGPT talks to the model. The LM is the engine where the chatbots are the various types of vehicles to use the engine. Other familiar chatbot names beyond ChatGPT include Microsoft Bing and Google Gemini. The LMs they interface with include Claude, GPT-4 (the advanced version of ChatGPT), and others.

To understand these models further, imagine traveling around the world and shooting every type of gun possible. Ultimately, the knowledge base gained of handguns, shotguns, and rifles would be staggering. With that knowledge base, it could be feasible to create an “AK-57 Uzi radar-laser triple-barrel double-scoped heat-seeking shotgun.” While that gun doesn’t exist (except for in “Da Turdy Point Buck” song by Bananas at Large), as a model with all this information, it’s possible. What would the Bananas think of that?

Language models can essentially do five things.

1. Gener ate: This includes writing blogs, social media posts, and creating graphics.

2. Extr action: Extracting high points from a podcast for a social media post; give direction to the AI tool to extract the tone of voice from these articles.

3. Summariza tion: Ask the AI tool to summariz e the recording of a meeting

Which AI tool is the best? The answer is complicated as there isn’t a “one size fits all” tool. It is a bit of an experiment seeing which one, or two or more, works best.

and g ive action items; or ask it to summariz e the key points from a YouTube video.

4. Rewriting: Rewrite a blog post to first person; rewrite a social media post to sound witty using the br and voice; rewrite an article in terms a child would understand.

5. Questions and Answers: What topic is missing from our YouTube channel? How much have 9mm ammo prices changed in the last 20 years? What are the top three things to improve on our website?

Back to the burning question of “Which AI tool is the best?” The answer is complicated as there isn’t a “one size fits all” tool. Yes, many are using the same LM in the background, but their “vehicle” is vastly different—akin to comparing a Kia Sorento to a Ford Raptor. Some are better at certain tasks than others. As in, don’t take the Kia to Baja. It is a bit of an experiment seeing which one, or two or more, works best for any given scenario.

Below are the most common and well-known tools broken into categories of general tasks, presentations, content generating, audio and video help, and writing assistance. Depending on business goals and strategies, using one from each category is not uncommon.

WELL-ROUNDED/GENERAL SOFTWARE MODELS

ChatGPT: I recommend getting the paid version as inputted prompts will be used to train AI in the non-paid version. Keep business input privacy secure and pay the monthly fee. Download the app and have voice conversations with AI, which is useful when on the go. Most chatbot tools are based on ChatGPT (because it is an LM) or GPT-4

(the faster, stronger, better-paid version), so if there’s only one AI tool allowed, this is it.

Google Gemini: Google’s version of a personal AI assistant. For those companies who use Gmail and Google for, well, everything, this might be a favored tool.

Microsoft Bing Copilot: Google has Gemini, Microsoft has Copilot. Take a pick, as they both do about the same thing.

Claude.AI: Known for precision and the ability to handle larger files, Claude excels at analyzing comprehensive documents. Claude is a LM that interfaces as a chatbot, much like ChatGPT. Their motto is, “Privacy first AI that helps you create in confidence.”

Perplexity AI: This platform stands out for factchecking and truthfulness. Answers that are accurate and always cited. Again, I recommend the paid version.

PRESENTATION AND CONTENT TOOLS

MidJourney: Create dreamscape photos and more from text prompts. Want three ETs at a gun range wearing tuxes? Sure. However, it is not the most userfriendly tool, and it no longer offers a free version.

Beautiful.ai and Gamma.app: These tools revolutionize presentation creation. Upload previous presentations to train it for style. Upload an article and turn it into a presentation in minutes.

Notion AI: Use it to store and organize all the content created with other AI tools. For example, upload highlighted text in your notes and ask AI to develop it into different formats, such as newsletters, blogs, or podcast topics.

MAKE SURE IT’S SECURE.

Secure storage helps prevent accidents, suicide and theft. A cable lock, gun case, lock box or full-size safe can prevent unwanted access of your firearm in your home or vehicle.

Don’t wait. Prioritize safety now. Visit GunStorageCheck.org .

Gun safety is a priority all year long. Gun Storage Check Week® is your reminder.

SEPTEMBER 1-7

↑ AI has expanded quickly since the start of ChatGPT a few years ago. It's not going away.

Meta AI: The people who own Facebook, Instagram, etc., have their own AI tool and use it for image creation, content generation, ads, and more.

Shopify Magic: This free, built-in tool for those with a Shopify website generates compelling product descriptions and more.

AI Persona Generator: Free. Created by FounderPal.ai. Create a persona to use in content creation and to help find new ways to reach the ideal customer.

Meta’s NotebookLlama: This is an open-source toolkit designed to convert PDF documents into podcasts without needing prior experience with large language models.

MarketMuse: This tool helps web content to rank for authority in specific topics. Be a step ahead of competitors.

ElevenLabs: Have a blog post that can be a podcast? Or how about creating an entire podcast from AI? Use Claude.AI, ChatGPT-4, or Gemini to make the text script. Then, bring that over to ElevenLabs for it to apply the VoiceOver.

Dalle-3: create stunning images and graphics. It is very prompt-adherent; whatever is typed in, it will pretty much make.

CourseBox.AI: To create e-courses with existing written content. Upload slide decks, blogs, articles, and PDF files; it investigates the content and turns it into a course in under an hour.

SuperMeme: Upload any piece of content, and it will turn it into a meme.

AUDIO HELP

Adobe Podcast: Great for post-podcast production. For example, if a plane flew over or a dog barked during recording, use this to remove echoes and noises, enhance speech, and much more.

Lala: Remove music from audio or anything else. Great if you are recording live and want to repurpose the video, but there was background music playing, which is likely licensed. This tool will remove the background music while keeping the speech.

Wondercraft: Want to pre-roll about a new product on the company’s podcast but want to avoid reading the ad? Use this tool.

Castmagic: Particularly useful for audio content repurposing, Castmagic helps transform spoken content into various formats. Create tweets, LinkedIn posts, and Instagram captions from audio.

Suno: Generate music with AI. This tool will create background music and lyrics. When released in early 2024, it only allowed for 30 seconds of music; now, it will create song lengths up to two minutes. That’s how fast AI is developing.

Adorilabs: Convert a podcast, article, or blog into a video. It will figure out images to overlay and create a video based on the audio. It will also create a voiceover. Want music added to the final version? Use Suno.

VIDEO

Sony Alpha ZV-E1 Camera: This camera has built-in AI that tracks what is in front of it and zooms in automatically. It uses AI-based autoreframing without ever moving the camera.

tubebuddy: For those with YouTube channels. It offers a thumbnail analyzer to show what version will get the most clicks on that video. Plus, it will generate concepts for YouTube videos when inputting keywords.

invideo.AI: Create videos from text prompts. It will write the script and voiceover and add subtitles and music.

Maestro: Get a transcript for any YouTube video. Add subtitles to any video. Transcribe any video to another language.

Descript: Edit video, create clips from your podcast for social, add captions, and generate transcripts. It is not as user-friendly as others and is limited unless opted-in for the paid version.

OpusClip: This tool specializes in repurposing long-form video content. It provides a “hook score” to different parts of the video, helping to identify the segments most likely to capture audience attention. It will provide up to 20 clips from a 20-minute TV show, but not all clips are useful and may still need slight editing.

HeyGen: Take a video and translate it into other languages. The tool tries to match the speaker’s lip movement to the new language.

HELP WITH MEETINGS

Whisper: Transcribe audio and video to text.

Zoom AI Companion: Use AI Companion to summarize emails, chats, and meetings. It is included at no cost in paid Zoom Workplace plans. Zoom claims it doesn’t use customer content to train its AI model.

Fathom: AI notetaker that records, highlights, and transcribes in real time—an alternative to Zoom or GoogleMeet.

Krisp: Noise cancellation, transcriptions, meeting notes, and recordings all in one powerful tool.

WRITING

Grammarly: Upload documents such as press releases or blog posts for grammar checks. It doesn’t apply AP Style (for press releases) and some general writing “rules.” However, it will pick up on passive versus active voice and catch “form” versus “from” that Word won’t catch. Recommend the paid version and install the app on the desktop to enable Grammarly in real time when writing social posts, etc.

Jasper: An excellent tool for assisting with writing, and it will learn a brand voice. Ask it to create documents from blog posts, help with press releases or podcasts, or help write a marketing or business plan. Security is important to them: they say, “Enterprise-grade encryption and data privacy. Your company data and outputs are never used to train Jasper or 3rd party LLMs.”

Adobe AI Assistant: Help with tweaks on a resume, blog post, or other content. Ask questions and get answers. It is also secure.

Google NotebookLM: Research and writing assistant that will convert complex documents to FAQs, briefing docs, and more.

Joplin: Helps with notes. It will take pictures from a phone or desktop and upload to transcribe to notes. You can then share with others and store it all in the cloud.

WHAT’S NEXT FOR AI?

From Google’s Gemini 2.5 (launched in March 2025 and is allegedly faster than any current AI model) to LMs becoming multi-model (meaning they can operate more than one domain) AI has expanded quickly since the start of ChatGPT a few years ago. The examples in this article are just the tip of the iceberg when it comes to AI’s potential in business. The tools and technologies available today give every company, big or small, the ability to operate smarter, faster, and more effectively. The key to thriving in this AI-powered era is to start somewhere, experiment fearlessly, and build from there. Remember, the bold adoption of AI isn’t just a trend; it’s a ticket to meaningful business transformations right now and beyond.

↑ The key to thriving in this AI-powered era is to start somewhere, experiment fearlessly, and build from there.

The SHOT Show® is all about YOU and YOUR BUSINESS. Connect with the industry’s top manufacturers, distributors and experts who can help any retailer or range, both large and small, better serve its community. THIS IS YOUR SHOT. DON’T MISS IT!

PRESENTED BY

EXHIBITORS TO SEE AT THE PAVILION

We are very excited to be the presenting sponsor and ‘gathering place for all things hunting’ in the Archery Business & Hunting Retailer Pavilion at SHOT Show. Mossy Oak’s leadership position and commitment to the outdoor industry is further evident by our initiative for the hunting community to join us in the Pavilion as the place to be at this year’s SHOT Show and beyond!

— Mossy Oak’s Chris Paradise

If you’re serious about elevating your brand and strengthening the entire archery category, this is the place to be. — Pure Archery Group’s Todd Snader

Show organizers have not lost sight of the opportunity for outdoor, hunting and shooting sports brands.

— Muck Boots’ Chris Lorenzo

The energy, engagement and exposure we get here made the decision to come back next year an easy one! — Arcus Hunting’s Teri Quinn

The continued success & year-over-year growth of the Archery Business and Hunting Retailer Pavilion makes this a natural fit for us, allowing us an opportunity to promote our entire line of products. — LimbSaver’s Alan Lotton

The SHOT Show was the only trade show we attended in 2025. We’ll definitely be back in 2026 at the Archery Business & Hunting Retailer Pavilion. — Moultrie’s Mark Olis

LATEST NEWS THE ARCHERY BUSINESS & HUNTING RETAILER PAVILION AT SHOT SHOW 2026:

MOSSY OAK ANNOUNCED AS PRESENTING SPONSOR!

BY ARCHERY BUSINESS STAFF

Mossy Oak was recently announced as the presenting sponsor of the Archery Business & Hunting Retailer Pavilion at the 2026 SHOT Show, which will be held in Las Vegas, January 20–23.

The team from Mossy Oak invites visitors to SHOT Show to join them in the Pavilion, which is a collaboration between the NSSF and Grand View Outdoors, a leading provider of outdoor content. The Grand View Outdoors family of brands include trade publications such as Archery Business and Hunting Retailer magazines, as well as consumer titles such as Bowhunting World and Predator Xtreme

“Early in my career, I was extremely proud to be a part of making Mossy Oak’s Hunting the Country magazine a reality and a very popular brand,” said Derrick Nawrocki, President/ Publisher, Grand View Outdoors. “I am equally as proud that we are joining forces with an old friend and an iconic industry brand, Mossy Oak, which has decided to put their stamp of ap -

proval on the Archery Business & Hunting Retailer Pavilion as the presenting sponsor. We all have a focused goal to continue to drive interest, traction and growth of a centralized space at the SHOT Show for companies entrenched in the bowhunting and hunting industry. Year three of this area has really taken off, and this news will only cement this as the place to exhibit for bowhunting and hunting focused companies.”

“We are very excited to be the presenting sponsor and ‘gathering place for all things hunting’ in the Archery Business & Hunting Retailer Pavilion at SHOT Show,” said Chris Paradise, Sr. Vice President, Mossy Oak Enterprise Brands. “Mossy Oak’s leadership position and commitment to the outdoor industry is further evident by our initiative for the hunting community to join us in the Pavilion as the place to be at this year’s SHOT Show and beyond!”

“Having an iconic brand such as Mossy Oak support the Archery Business & Hunting

Retailer Pavilion is significant to the growth of the archery/ hunting segment at SHOT Show,” said Chris Tatulli, Senior Director, Exhibit & Sponsorship Sales, NSSF. “We are incredibly excited to have them participate.”

LOOKING AHEAD TO SHOT SHOW 2026

In addition to Mossy Oak, many companies have booked their space in the 2026 Pavilion, including the three detailed below. Check out what these company representatives have to say as they look forward to showcasing their products at SHOT Show.

Tom Lester — President, Bluff Country Farms

“We are excited to introduce our revolutionary new brand EHD-fense, the first all-natural water treatment kit specifically formulated to prevent EHD in whitetail deer to the attendees of SHOT Show. Our threepart system targets the root cause of EHD transmission: unhealthy stagnant water. This proprietary blend of liquid biocatalyst enzymes, beneficial bacteria packs and

muck removal pellets work together to improve water quality and restore the aquatic balance the EHD carrying midge cannot survive in. With every product that we develop, total herd health is our No. 1 concern. Whether it’s our patent pending EHD-fense water treatment kit or our No Compromise deer nutrition lineup from RakkFuel powered by Coax, we source the best ingredients possible in the perfect ratio to give our customers the greatest results. Although this is not our first time at SHOT Show, it is the first time exhibiting in the Archery Business & Hunting Retailer Pavilion. We’re looking forward to talking to all the Show goers and believe our products fit in perfectly in the archery area.”

Bo Tait — Director of American Expansion, ArcheryTime

“At SHOT Show 2026, we’re excited to showcase how ArcheryTime is redefining the archery experience. Our Hunter Model was built specifically for bowhunters, retail ranges and outdoor gear shops — placing users in realistic hunting scenarios with real bows, arrows and field points. It’s an unmatched training tool and an instant customer magnet that increases dwell time, engagement and revenue. But beyond hunting, ArcheryTime

Locke Wheeler — Director of Eastern Operations, SKRE

is leading a larger movement: making archery more immersive, accessible and adaptable for modern venues. With customizable software, modular hardware and advanced tracking, our simulator supports everything from youth development to competitive programs. After success in Europe, our North American expansion is gaining momentum fast — and SHOT is the perfect place to connect with dealers and visionaries who want to lead the next evolution in archery. Stop by for a demo — you’ve never seen archery like this.”

SKRE is really excited to be at the SHOT Show for the first time in 2026. SKRE has introduced more new products to its line in 2025 than any year in company history, including our new innovative Sawtooth Jacket, Torrid super-lightweight performance tops, and Rancher performance button-ups — along with a number of new accessories, added sizes and color options, and outdoor lifestyle apparel options. Standing on the founding principles of price, warranty, and customer service, SKRE is also moving into retail distribution in 2025 with very retailer-friendly terms. We are excited about the growth of our brand into 2026!

SETTING NEW BENCHMARKS

Regular visitors to SHOT Show have seen that it continues to grow annually, setting new benchmarks for industry innovation, collaboration and engagement. From an expanded show floor and a record-high

number of exhibitors, attendees experience tremendous networking opportunities and can see firsthand the products to consider stocking in their stores.

“The 2026 Archery Business & Hunting Retailer Pavilion will feature apparel, scents, treestands, blinds, packs, calls, food plot products, trail cameras, camping gear, binos, rangefinders, knives — basically anything that supports a bowhunter. If it belongs in a treestand or blind, it belongs in the Archery Business & Hunting Retailer Pavilion,” said Chris Dolnack, NSSF Senior Vice President & Chief Customer Officer. “By bringing these essential product categories into one pavilion, our 4,700 buyers that are interested in archery and bowhunting products can find them in one convenient location within the SHOT Show floor.”

YEAR-OVER-YEAR GROWTH

“Mossy Oak joining as the

Pavilion’s presenting sponsor proves that momentum continues to build in year three,” Nawrocki said. “Along with Mossy Oak, we’ve seen the addition of significant exhibitors including Martin Outdoors, Obsession Archery, SKRE, ArcheryTime, RakkFuel, EHDfense, Tactacam, HUKR, and Sims Vibration Labs. This in addition to the return of FeraDyne, Summit Outdoors, Spot Hogg, Specialty Archery, T.R.U. Ball, Pure Archery Group (doubling its booth size), ARCUS, Muck Boots, NASP, Lancaster Archery Supply, Rock Ridge Outdoors, Bucked Up and many others that are coming back.

“It is worth mentioning that many of the traditional and more modern firearms shop retailers, who are looking to expand their existing inventory with categories in the hunting, archery and general outdoor markets, are now able to see

as traditional firearm retailers look to expand their offerings.”

FINDING THE PAVILION

If you’ve ever attended the SHOT Show, then you know it’s massive. The 2025 version contained nearly 14 miles of aisles, and as in previous years, it was spread between The Venetian Expo (multiple floors) and Caesars Forum.

The 2026 Archery Business & Hunting Retailer Pavilion will be located in Caesars Forum and it will feature leading

that segment in one area, which is one of the goals of this space — helping to make the SHOT Show as efficient and convenient as possible for buyers.”

“We’re pleased with the growth of the Pavilion and the opportunity that it presents for exhibitors and nearly 5,000 buyers who have intent to purchase archery, bowhunting and hunting products,” Dolnack said. “Since the 2022 SHOT Show, our post show surveys revealed that 24 percent of the retail buyers had an interest in the archery and hunting categories

manufacturers in the archery and hunting industries. It’s easy to find your way to Caesars Forum, and specifically the Pavilion; it’s clearly marked on the SHOT Show overview map, and once you’re on the Show floor, you can’t miss all the signage pointing you in the right direction.

PAVILION SPECIFICS

Presenting Sponsor: Mossy Oak Dates & Location: January 20–23, 2026 at Caesars Forum in the Academy Ballroom, Las Vegas, Nevada.

Exhibit Focus: A dedicated exhibit area featuring manufacturers and suppliers of archery and bowhunting products, along with related accessories.

Media Coverage: Extensive coverage by the editorial teams of Archery Business and Hunting Retailer, as well as additional promotion in SHOT Daily and other Grand View Outdoors publications, including Shooting Sports Retailer.

Pavilion Size: The Pavilion features 16,000 net square feet of exhibit space and enclosed archery lanes to demonstrate new products for prospective buyers in Caesars Forum.

Limited Space: Exhibit space is limited; first come, first served. Those who exhibit in 2026 will have first choice for space for 2027.

SHOT Show Facts: SHOT Show attracts attendees from around the world, including buyers, media and other industry professionals. The 2026 show will cover more than 820,000 net square feet of exhibit space, featuring over 2,700 companies showcasing the latest in firearms, ammunition, hunting and shooting accessories, archery, outdoor apparel and much more.

BOOKING YOUR SPACE

Now’s the time to begin planning for the 2026 SHOT Show. For info on exhibiting in the Archery Business & Hunting Retailer Pavilion, visit www. shotshow.org/archeryexhibit. Booth assignments will be confirmed upon receipt of a completed application and initial deposit. Space is limited.

WABig J’s Outdoor Sports,

Orting Resting outside Tacoma, this 13,000-square-foot general outdoor sporting goods store keeps an average of 700 firearms in stock with plenty of fishing, camping, and clothing to drive traffic. Sales have remained brisk for this Washington store, with handguns seeing continued high demand for the past two years. “It’s remarkable how busy the store has been—traffic has just not slowed. Handguns, in particular, are in swift demand. The good news is our inventory has remained strong with manufacturers like Sig and Springfield. We’re also seeing calls for the Canik line of pistols,” said counter salesman Jim Barker.

Top handgun sales include Sig P365s, followed by a few P320s, Springfield Hellcats, and Canik TTIs. Shotguns are in excellent inventory, with a wide mix of Mossberg 500s, Benelli Super Black Eagle IIIs, and a notable number of Stoeger M3500s.

Big-game season is just ahead, and the store is seeing a growth in daily sales of

Tikkas, Ruger American Generation IIs, and Mossberg Patriots. The most popular calibers include 7mm PRC and .308.

NMBlount’s Guns, Roswell

This 3,000-square-foot store sits one block off Main Street in Roswell. The small independent sports a lean inventory of roughly 100 firearms manned by two employees. Handguns are moving at this location. Ruger LCRs and Smith & Wesson Shield M2.0s are sitting in the top slots. The store has regular orders for Glock 43Xs and Sig P365s.

“We do a lot of transfers and only charge $35 for them. It brings us new customers, and it’s a great driver to get them in our store,” said owner Dan Blount.

Used guns are in high demand. A small inventory of S&W M&P 15 Sport IIIs, Remington 870s, and Savage Model 11s comprise the long-gun inventory. Specialty accessories heading out the door include holsters, reloading supplies, and Hodgdon black powders.

MTShedhorn

Sports, Ennis

Located 70 miles outside the entrance to Yellowstone Park in western Montana, this 34-year-old retail store keeps 12 employees busy stocking over 1,000 guns. While the summer slowed sales for this retailer, traffic is quickly picking up. “August is the beginning of it getting crazy for big-game season, and during September we are really busy. It sends our fall accessories business through the roof and puts a great strain on hunting ammo sales. However, our inventory for hunting calibers are the best they’ve been,” said counter sales person Andriana O’Keefe.

Handgun sales continue to increase during fall hunting season, with high turns going to Colt Pythons and Anacondas in .357 Mag. and .44 Mag., Glock 43Xs and Glock 20 Gen 4s, along with big-bore Ruger Alaskans. Since the pandemic this shop has reported an increase in sales of higher-end bolt-action rifles. This year top sellers include a mix of Tikkas, Christensen Arms, Coopers, and Remingtons.

MNCabin Fever, Victoria

This general sporting goods store is 40 minutes due west of downtown Minneapolis. It uses 1,500 out of 6,000 square feet to market their inventory of about 650 firearms. The store carries soft goods, archery, camping, bait, and even refills propane tanks.

Shotguns are what’s turning at this store. High school trap season is bringing good numbers on everything from Remington 870s to Stoeger Condor Field guns and Benelli Super Black Eagle IIIs.

Sales of MSRs are slow. CMMGs and DelTons are selling best. However, long-distance bolt-action guns are particularly active. Anything in 7mm PRC and .308 turns almost daily. Browning X Bolts lead the category. Other in-demand rifles are Tikkas and higherend SKUs such as those from Christensen Arms and Fierce Firearms.

“We are moving into offering a much larger selection of top-tier bolt guns. Our customers have embraced price points that are over $2,000,” said counter salesman Evan Govig.

IA

Daryl’s Guns, State Center

Located northeast of Des Moines, this rural gun shop shares quarters with the founder’s construction company. It has been in business for 60 years. The retailer is recovering from a flood last year that damaged their retail building and range. Although it has slowed traffic, the store remains reasonably busy.

Handgun sales are moderate, with Sig P365s, Ruger LCPs, and several Glitter Gunzs finding new homes.

High school trap season continues to create sales. These shooters are turning to Remington 870s and Mossberg 500s. A few first-time shooters are leaning toward Benelli M2s.

“Things just stay the same in our shop. We stay open seven days a week. We’re also combing through old inventory and parts and putting them on Gun Broker while we restructure the retail area,” said owner Dana Scope.

MSRs are moving slowly. Ruger 556s take the bulk of sales. Meanwhile, rimfires are

active with turns on Henry Golden Boys. The retailer also had a few S&W 620 Mountain Guns that moved off the rack quickly.

KSOlathe Guns, Olathe

This well-established independent keeps over 1,000 firearms in stock with various sporting, home defense, and soft goods. Handguns are steadily coming off an excellent selling summer. Glock 43Xs, Hellcats, and Sig P365s all turned daily. This store has also started to move a large numbers of Caniks.

“Our sales guys love Caniks, and the price point is super motivating for anyone that’s looking for a pistol to add to their safe. We are impressed at how well they do in matches and on the range. It’s a fast yes from a customer,” said manager Cameron Warner.

Shotguns are in stock and turning well. It’s a mix of higher-end upland guns from Benelli, in addition to Stoeger 3500s. This retailer also carries one of the largest L.C. Smith sideby-side inventories in the country.

NH Milford Firearms, Salem

Located in southern New Hampshire, this tiny store just west of Nashua crams over 1,500 guns into a tight space along with a complete line of reloading supplies. This retailer has a positive outlook on the fall hunting season. “We may have the best inventory in a decade, and our rifles are still selling strong. It’s a wide mix with first-time buyers spending about $700 and our experienced shooters that are well above the $1,000-dollar range,” said manager Nevin Donavan.

MSRs range from Ruger 556s and Sport IIIs to models from Daniel Defense and Barrett. Bolt rifles are selling as well, and the store is flush with inventory from Remington and Ruger. Handguns are particularly hot. Glock 43Xs, 19s, and 17s are moving quickly. Other hot sellers include Sig P365s, models from CZ, and Smith Shield 2.0s.

Sales of sporting shotguns are steady. Mossberg and Remington hold the top positions. Turkish pump actions dominate the home defense front.

VTM&R Guns, Highgate Considered by many to be a classic New England hunting gun shop, it’s one of the larger New England independents stocking close to 1,200 firearms. This store rests just a few miles from the Canadian border. Demand is high for all Smith guns at this retailer. “While we move a lot of Glocks and other pistols, revolvers always remain in demand. Our customers are always looking for a more classic product,” said manager Mike Fontane, Jr.

This retailer also reports fast sales throughout the summer months on Glock 43Xs, Sig P365s, and Kimber Marco 9s. MSRs are in good supply, with occasional turns going to high-end guns like FN and Desert Tech. Meanwhile, most sales are landing entry-level models like Sport IIIs. Shotguns are starting to move for fall bird season with a mix of Benellis and Berettas. Used over-and-unders from Browning, SKB, and Winchester are in especially high demand.

MEWiley Sports Center, Ellsworth

This firearms and fishing tackle store rests between Bangor and Bar Harbor in the northern third of the state’s coastal communities. The store is a mix of home protection, hunting firearms, and e-bikes, while stocking close to 700 new and used guns.

The summer brought high demand for .22s and handguns. This retailer thinks 2025 will be a significant year for bolt-action rifles. “Although our inventory for MSRs is significant, sales are super slow. We can barely sell an MSR at more than $500,” said manager Brandon York. He notes that MSRs move at about two a week with a mix of mostly used rifles and a few new Sports IIIs and Ruger 556s.

For bolts guns, Browning X-Bolts are topping the list in .308 and .300 Mag. Additional big sellers include the Savage Axis and the Ruger American Generation II. Shotguns are a mix of a few used Browning over-and-unders, Mossberg 500s, and Remington 870s.

AR

Unlimited Firearms Outfitters, Cabot Located in central Arkansas one hour northeast of Little Rock, this small retailer keeps an average of 300 firearms in stock with just one full-time and one part-time employee manning the counter. They specialize in a mix of mostly defensive guns.

Handguns are the bread and butter for this shop, with steady turns on concealedcarry pistols. This year it has been a mix of Glock 43X and Sig P365 configurations holding the top slots. Canik SFXs are also in the mix for this small shop.

“We have a pretty price-sensitive customer. They like special buys, and anything I can put on sale gets a hard look,” said manager Matt Huddleston.

MSRs are turning a few a week, predominately models from Radical and Palmetto State Armory. Semi-auto shotguns from Mossberg and Tristar lead the scattergun category, along with a few Turkish pumps. Ammo stocks are good for this store.

TX Wiley’s Guns, Wills Point

Serving a rural community 50 miles east of Dallas, this larger independent firearms retailer stocks an average of 1,000 guns. Concealed carry continues to push the sales needle for this counter, with a mix of Glock 43Xs, Sig P365s, and M&P 2.0s. Pistol sales have remained remarkably consistent since tax season and through the hot months.

Other late-summer movers include Ruger 10/22s and M&P 15-22s. Bolt rifles are moving, mainly with Ruger Generation IIs in .243. Outside of .22s, MSRs are slower but selling weekly with a mix of Century Arms WASR-10s and Diamondback DB15s in the lead.

Inquiries for suppressors are trending up due to the changing regulations, and this retailer reports some confusion with customers. “Nothing has changed except the federal permit cost. The paperwork is still the same and the process is no different. That said, customers like the reduced administration cost that will start January 1, 2026,” said manager Bill Wheeler.

Shotguns are picking up. Mossberg 940s and 500s along with several Beretta A300s are turning for dove season. But higher prices of bird shot has meant sales were down.

KY River City Firearms, Mt. Washington

This suburban Louisville dealer keeps a wide variety of up to 1,200 new and used firearms in stock with an average of three employees at the counter. Handgun sales continue to emerge from the summertime doldrums, with concealed carry SKUs leading the way. Higher performers include M&P Shield 2.0s and Glock 43Xs and 17s. A few Smith 442s are also posting solid numbers.

“It’s nice to have bolt-action rifles in stock, and we expect a good fall. MSRs are slow, but most definitely hanging on in the lower price points. We expect them to continue to move well,” said manager Dillon Meyer.

Meyer also said that the store moves three MSRs per week. Smith Sport IIIs and ATIs account for most sales.

NEWPRODUCTS

1 ROSSI R95 TRIPLE BLACK PISTOL

Building on the success of the original Triple Black line, the R95 series maintains the aggressive styling and practical enhancements of its fullsized counterpart while offering increased portability and control in a pistol-length configuration. Key features include a black Cerakote finish, paracord-wrapped medium-loop lever, a threaded barrel that allows for suppressor installation, and a peep sight and Picatinny rail. Available calibers are .454 Casull, .45-70 Govt., .44 Mag, and .357 Mag. SRP: $1,273.99$1,321.99. rossiusa.com

2 CHARLES DALY HONCHO PUMP SHOTGUN

Charles Daly’s family of American-made 12-gauge pump-action firearms is designed for home defense, tactical applications, and rugged utility. Built in the USA, the Honcho pump family delivers dependable firepower and versatile configurations to meet the needs of shooters looking for compact, close-quarters control without compromise. The Honcho Pump Series offers a variety of models that prioritize mobility, reliability, and stopping power. Each firearm features the classic bird’s head grip for improved recoil management and a more natural hold, all in a compact, easy-to-store profile that makes the Honcho Pump family a standout choice for personal protection and defensive readiness.

Each model is designed to accommodate 2.25- and 3-inch shells and has 5+1 capacity. The series includes the Honcho Tactical Pump—Synthetic (black synthetic forearm and bird’s head grip, aluminum receiver, and a steel 14-inch barrel), Tactical Pump- Walnut (walnut forearm and bird’s head grip, aluminum receiver, and steel 14-inch barrel), and Tactical Pump-California Model (black synthetic forearm, bird’s head grip, compliant 18.5-inch barrel, aluminum receiver, and steel barrel). SRP: $362.96-$371.85. charlesdaly.com

3 BADLANDS GEAR MRK4 PACK 4

Purpose-built for hunters who demand both storage capacity and hauling efficiency, the MRK4 bridges the gap between ultra-light and heavy-duty packs, offering a solution that performs across a range of backcountry hunting applications. The MRK4 delivers approximately 4,000 cubic inches of storage—making it an ideal companion for multi-day Western hunts, backcountry shed hunting, and outfitting scenarios. Its top-loading design makes it easy to access gear while the revolutionary split-pack system allows the user to detach the pack bag from the frame, carrying meat close to the spine for better load distribution and reduced fatigue.

Additional key features include hydration-bladder compatibility, bow and rifle carry system, and the integration of Badlands’ exclusive Bino Connect system, which allows seamless connection to Badlands bino harnesses. The pack is equipped with a customizable suspension system, allowing for waist and torso adjustments to ensure maximum comfort on long treks in rugged terrain. Available in multiple camo and solid color options. SRP: $479.99. badlandsgear.com

FIRST CYPHER 3L WAISTPACK/SLING

Designed with both functional storage and convenient firearm access in mind, the MFT Cypher 3L Waistpack/Sling features a dedicated, discreet, and secure firearm storage area. Daily essentials are organized and secure, offering a vast array of organizational options in a very comfortable platform. Worn as a sling-style bag or waist pack, depending on preference or mission, the Cypher 3L is the go-to bag for daily commutes and travel.

The firearm compartment is ambidextrous and allows for quick access. An MFT Multi-Mount Platform is included, offering the ability to mount a holstered firearm or other 1.5-inch belt-clip accessories, with custom orientation, utilizing a hook-and-loop system. An adjustable strap, worn on either shoulder, makes the bag ambidextrous. A front admin/organizer panel allows quick and easy access to essentials. Also, a hidden zipper compartment rests against the body and is ideal for passports and other high-value documents. SRP: $59.99. missionfirsttactical.com

NEWPRODUCTS

5

RETAY USA RXP22

Engineered around an aerospace-grade 7075 aluminum-alloy internal frame and slide and housed in a polymer lower chassis, the RXP22 .22LR pistol combines strength and ergonomics in a lightweight, durable package. The compact polymer frame features an enhanced textured grip for superior control and comfort, and the slide, drilled and tapped for RMR and RMSC optics, includes aggressive front and rear serrations for easy manipulation. It includes a universal mounting plate for additional optic options. A precision-drilled, chrome-finished AISI 4140 steel barrel ensures top-tier accuracy, available in threaded or standard configurations. Additional features, such as a manual safety and an integrated accessory mount for lights or lasers, enhance functionality, all backed by a limited lifetime warranty for ultimate peace of mind. SRP: $279. retayusa.com

6 SIERRA BULLETS MATCHKING-X 6MM 107-GRAIN

HPBT MKX

The MKX line, launched last spring, represents the culmination of consumer demand and the expertise of the Sierra Bullets team. When hunters wanted to see the MatchKing’s precision and accuracy in the field, Sierra Bullets redesigned the bullet to enhance terminal performance while preserving the qualities of the original line. As a result, the MatchKing-X is now available for shooters and hunters. With consumer feedback and innovation serving as top priorities, Sierra Bullets has extended the MKX line to include the 6mm 107-grain HPBT MKX. The new offering gives competitive 6mm shooters a precisionengineered bullet they can confidently take from the range to the field, delivering the performance needed for both competition and hunting applications. The new 107-grain hollow-point boat tail MKX mirrors the design of its 107-grain MatchKing counterpart, maintaining the same ogive profile and external dimensions. This consistency allows hunters and shooters to effortlessly transition between precision match shooting and hunting without adjusting seating dies. Engineered for reliable expansion, the MKX provides match-grade accuracy in a purpose-built hunting bullet. SRP: $50.99, box of 100; $244.99, box of 500. sierrabullets.com

7 FLAMBEAU MINI AMMO CAN

Keeping ammunition organized and at the ready translates into more time shooting and less time searching through broken cardboard boxes for loose rounds of ammunition. At Flambeau, product lines and innovations are developed with hunters and shooters in mind by outdoorsmen and women who cherish their time outdoors. The Flambeau Mini Ammo Can is no exception.

Ideal for a day at the trap range, the rifle shooting bench, or a threegun course, the Mini Ammo Can’s rugged weatherproof protection and simple but robust construction is perfectly suited for both storing and transporting ammunition.

Built from a rugged and weatherproof polymer, the Mini Ammo Can features an integrated sturdy carry handle and a positive over-the-top security latch. The hinged lid design ensures that the open lid stays in place even in windy or extreme weather conditions, and the lid gasket provides a weather- and dustproof barrier. The stackable design is perfect for long-term storage and provides organized, weatherproof protection. The Mini Ammo Can accommodates four standard 50-round boxes of .45 ACP or five standard boxes of 9mm pistol ammunition. SRP: $10.99. flambeauoutdoors.com

8 SPRINGFIELD ARMORY SAINT

VICTOR 8.5-INCH 9MM PISTOL

The SAINT Victor 8.5-inch 9mm pistol is the newest addition to the Victor line of AR-pattern firearms. The pistol is designed to deliver all the performance and capability users have come to expect from the SAINT Victor line. Featuring forged 7075 T6 aluminum dedicated 9mm upper and lower receivers and a Melonite-treated barrel, the pistol also employs a rugged direct blowback system of operation that ensures rock-solid reliability.

At the muzzle is the SA Muzzle Drum, recessed under the pistol’s free-floated handguard. The handguard features M-Lok slots for accessories, and an M-Lok handstop is included on the lower, forward section of the handguard. A handy QD mount is located on the receiver end plate. The pistol feeds from the included Colt-pattern, 32-round magazine that interfaces with the pistol’s dedicated 9mm lower. Rounding out the package is an adjustable SB Tactical SBA3 pistol brace on the receiver extension; a B5 Systems polymer trigger guard and B5 Systems Type 23 P-Grip; and a 45-degree, short-throw ambidextrous safety. SRP: $1,099. springfield-armory.com

The Confidence Game

You gotta have confidence. But too much of it can cloud your judgment.

Anyone starting and/or running a business must have a strong confidence level. You could call it ego. Back in the 1980s when Jayne and I started our business we had no real guides, so trying to get folks to see, understand, and support this new concept in business was tough. We built, designed, adjusted, and boldly went where none had successfully gone before. As a result, what came to be known as the “Shooting Sports Complex” was born. We were both very young, but determined to not only survive but to prevail. In this journey we typically heard way more negative responses than positive. As a result, I got bolder and honestly more arrogant. Doing so was a total defensive move; just underneath the bluster was a very scared young and inexperienced mind worrying that maybe this was not going to work. Not that I would have ever admitted that to any outsider. Here is the reality: you get so consumed with building, innovating, and overcoming that you start to believe you are superior. You quit being a learner. Ultimately, that attitude will eat you alive, and if not changed, will kill you and the business. There’s another problem as well—that attitude often attracts the worst kind of souls to you. These are folks we would call sharks and leaches. Every business has them, but your ego prevents you from seeing them clearly. Into that churning mix, however, were some angels with good council and advice. We were fortunate that we had many such folks, yet the struggle was identifying

them as my ego and fear of failure didn’t allow for rational thought. But eventually my head cleared, and I learned to separate the wheat from the chaff. Today, in working with many businesses inside our industry I see the same kinds of issues. Sadly, there are lots of examples. Here are just two. An accountant who befriended the owners, and with the conniving spirit of a turncoat spy irredeemably harmed the business to the point of failure; an evil partner who took full advantage of the other partner while he was attending to his wife’s battle with cancer and left the man with staggering losses and missing funds.

Some problems are self-induced. On one of our consulting jobs the owner chastised us for expressing our worries about the shop manager, who we believed was acting in bad faith. No amount of argument on our part could persuade him otherwise. We opted to move on and not long after that, this manager took all the money in the bank account (which the owner gave full access to) and locked him out of his own POS system.

I’ve saved the best for last. This is what’s known as the “poison friend.” These types smile to your face, but behind you they stand poised with a dagger and talk trash about you. They tell others just how great they are, and that they are going to “save” the company. Once they gain your trust and friendship they will ruin you.

And yet, in the middle of all this evil we have found true angels, folks without ulterior motives. They were caring souls who wanted to help make things work for us. You can spot them as they are

consistently supportive, honest, and show a genuine care for you and the well-being of the business. But in order for them to help you, you must be receptive to their message. We all get defensive when we receive even “constructive” criticism. Remember what I said about fear and ego? A terrible combination! You need people by your side who are willing to give you an honest assessment. They are like the golden goose that lays the golden egg. Treasure them.

Listen to their constructive comments and learn. Here is an example. A dealer/range owner had a banker who was older and, as such, was wiser than other bankers I had seen. He saw the challenges and opportunities for this business. He spotted issues and opportunities quickly; furthermore, he was not ashamed to “tell it like he saw it.” The owners followed his guidance and prospered. In reviewing their business books, we found that this man and his bank were a large part of the great impact the business had in that state and in our industry.

Dealing with people of bad faith is an unavoidable fact of life. The Simple Truth is once you have your head screwed on straight (dump the ego), you will be in a position to see them for who they really are. Then you can welcome the true angels into your circle.

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

As a business owner, you will receive all kinds of advice—some good, some bad. Your job is to form relationships with people you trust who will give you good advice.

SHOT Daily serves as the exclusive printed show title for up-to-the-minute accounts of the latest news, product introductions, seminars and other announcements. 8,000 copies are distributed daily to exhibitors and attendees, totaling 32,000 copies over four days.  Daily live section covering booth presentations, new product introductions and more.

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