SHOT U Continues to Grow He 2014 National Shooting Pliance, Marketing, Retail Opera- NEWS Sports Foundation’S Tions, and Range Operations

SHOOTING HUNTING OUTDOOR TRADE SHOW 1979–2014 NSSF DAY 2, JANUARY 15, 2014

NEW PRODUCT REPORTS The Daily News of the 2014 Las Vegas SHOT Show Brought to You by The Bonnier Corporation and the NSSF SHOT Daily hits the floor to find the latest optics from the show P. 16. Also, see what’s new in the world of ammunition P. 26 and outerwear P. 36 SHOT U Continues to Grow he 2014 National Shooting pliance, marketing, retail opera- NEWS Sports Foundation’s tions, and range operations. *SHOT BUSINESS SHOT Show University The retail operations track was AWARDS PRESENTED posted sellout attendance presented by Tom Shay, president of Eight leaders are honored for their T and offered a college-level educa- Profits Plus. Shay outlined the dedication to the shooting sports tional opportunity for firearms basics of financials, writing a busi- industry. SEE PAGE 4 retailers and range owners. ness plan, hiring, effective advertis- “We mixed up the game this year ing, and merchandising. In the mar- *OUTDOOR LIFE OPEN and offered four tracts with five keting component, Curtis Jazwiecki, COUNTRY AWARDS breakout seminars for each one, president of Outdoor Business The awards honor individuals and along with three general session pre- Network, went over marketing with groups who are working to improve sentations,” says NSSF director of social media, new technology to outdoor access. SEE PAGE 8 retailer development Patrick Shay. ramp business traffic, search engine “In addition, the attendees had the optimization, and determining *SIG SAUER DEBUTS priceless opportunity to talk one-on- return on investment. NSSF SHOT U classes offer college- NEW SERVICE PISTOL one with presenters and network In the first part of the range oper- level educational opportunities for SIG Sauer introduced a pistol with their firearms industry peers ations segment, Ed Santos outlined firearms retailers and range owners. designed in conjunction with law- from across the country.” the 10 pitfalls to avoid when open- enforcement officials at SHOT Headlining the event was a ing a range. The team of Glenn conducted by former ATF agents Show 2014. SEE PAGE 12 “Strategies That Grow Revenue Welch and Erica Moncayo then fol- Harry McCabe and Wally Nelson. (and Profit) Even During Lean lowed up with a program on Best They shed light on error-proofing *NSSF CHILDSAFE Times” presentation by Dan Mann, Management Practices for OSHA ATF Form 4473, acquisition and dis- NSSF has ramped up awareness president of The Mann Group. The Compliance and creating a hazard- position, what an ATF inspection is of Project ChildSafe, relaunching breakout sessions were divided into ous communication plan. like, conducting inventory, and fire- it in seven states. SEE PAGE 105 four tracks and included ATF com- The ATF compliance track was arms retailer security.—William Kendy

NSSF Presents the Rocky to ‘Don’t Lie’ Award Host Folds Sportsman’s Warehouse received the NSSF “Don’t Lie for the Other of Honor Guy” Retailer of the Year Award at SHOT Show University on Event Monday. The award recognizes a Rocky Boots will host a spe- retailer’s efforts to detect and deter cial event today from 3:30 to straw purchase attempts. 5:30 p.m. to benefit the Folds “Don’t Lie for the Other Guy” is of Honor Foundation. Visitors an NSSF-administered program to the booth who donate a that helps retailers detect and deter minimum of $5 will receive a FEATURES straw purchases, and also raises pub- stainless-steel Folds of Honor *SCOPING OUT NEW lic awareness of the crime and the pint cup by MiiR in addition to SHOOTERS penalties—up to 10 years in jail and also an underlying daily philosophy. beer. All donations will go to NSSF’s First-Time Gun Buyers $250,000 in fines—for buying a fire- Detecting, avoiding, and preventing the Folds of Honor Foundation Report sheds light on who they are arm for someone who is ineligible straw purchases at our stores are to provide educational schol- and what they want. SEE PAGE 50 to do so. areas that receive relentless atten- arships and other assistance The award was presented by tion from our associates, managers, to children and spouses of *MAKING THE Patrick Shay, NSSF director of and executives alike. military servicemen and CONNECTION retail development, to Matt French, “The ‘Don’t Lie for the Other women killed or disabled FGI’s branding efforts focus on Sportsman’s Warehouse’s vice presi- Guy’ Award acknowledges our com- while serving. The pint cups experience and product. SEE dent of compliance. mitment to the Gun Control Act, its will be available for purchase PAGE 66 “Sportsman’s Warehouse is once implementing regulations, and other throughout the show, and visi- again honored to receive this presti- firearms laws,” French continued. tors can purchase the cup at *SMILE! gious award from the National “We genuinely appreciate this rec- any time. The beer, however, is Replica firearms can make you Shooting Sports Foundation,” ognition from the firearms industry only available this afternoon. and your customer very happy. French said. “Compliance is not trade association and will proudly Booth # 11170. SEE PAGE 82 only a priority for our company, but display this award.”

DAY 2, JANUARY 15, 2014 I SHOT BUSINESS DAILY I 1 news

3GN Ready to Rumble on the Range Shot Business Awards At the Bonnier Outdoor Group credit to the NSSF. breakfast yesterday morning, “I wouldn’t have received this SHOT Business honored eight award if it hadn’t been for the Eight of the top 3-Gun Nation Pro Series industry leaders. The honorees NSSF. Those guys deserved to stars will battle for the title of 3-Gun were Bass Pro Shops, Chain be up there with me,” Malkowski Nation Champion and the grand prize of Retailer of the Year; said. “They were the ones that $50,000 from Leupold Tactical Optics SportsSouth, Distributor of the supported me tirelessly through- and NRA Sports, tonight from 6 p.m. to Year; CorBon/Glaser, Company out the whole experience.” 9 p.m. at the Clark County Shooting Park. of The Year; Game Masters of NSSF got special recognition The 2014 3GN Rumble on the Range, pre- Quincy, Illinois, Independent of its own when White present- sented by Cheaper Than Dirt!, concludes Retailer of the Year; Colonial ed Sanetti, with the Bonnier the 2013–2014 FNH USA 3-Gun Nation Shooting Academy, Richmond, Outdoor Group Special Pro Series Tour, presented by Federal Virginia, Range of the Year; Bass Pro Shops won the Chain Achievement Award. Premium. The top 30 competitors Randell Pence of Sturm, Ruger, Retailer of the Year Award. “All I did this year was to tell advanced to preliminary rounds, with the Sales Representative of the Year; the truth about this great indus- final eight competing under the lights and Mark Malkowski, president company’s many efforts to pro- try, and you all make that easy tonight before a SHOT Show crowd. of Stag Arms, Person of the mote safe and responsible hunt- to do,” Sanetti said. “There are The event kicks off with the 3GN Semi- Year. In addition, the Bonnier ing and shooting. so many people in the industry Pro Shoot-Off, as four top 3-gunners Outdoor Group Special “Thank you for everything that have done so much this compete for $5,000. Then the 3GN Lady Achievement Award was given you do to stand up and preserve year or have been under fire Shoot-Off will crown the top lady in the NSSF president Steve and promote the future of the successfully. I’m just so proud 3-Gun, with $25,000 from Samson Sanetti. shooting sports and the out- and honored to be in the fore- Manufacturing going to the winner. Finally, “The SHOT Business awards doors. Our company is a lot front, helping tell the story eight Pro Series finalists will compete for recognize and acknowledge more than just retail, and that about the industry and get the nearly $100,000 in cash and prizes. leadership in the shooting- comes from loving to hunt and word out that we’re a great Tickets are available from the follow- sports industry. Simply put, the fish and having a passion for bunch of people and we do ing booths: FNH USA (#13462), MGM winners of these awards repre- the outdoors,” Morris said. great things and we’re not Targets (#20226), Stag Arms (#20349), sent the best in this business,” Mark Malkowski, president of going to be knocked down by Leupold Tactical Optics (#13023), NRA said Slaton L. White, editor of Stag Arms, was awarded the lies and misrepresentations (#14540), Samson Manufacturing SHOT Business. Person of the Year award for about who we are. We repre- (#20327), and SureFire (#13968). Bass Pro Shops owner John vigorously defending the fire- sent a great bunch of Americans Free food and beverages will be pro- Morris accepted the Chain arms and shooting industry in doing constitutionally protected vided. Also, door prizes from Timney Retailer of the Year Award and the wake of the tragic school things in a responsible way. And Triggers will be raffled to the crowd. One shared heartfelt thanks with the shooting in Connecticut last we’re going to keep on doing lucky spectator will win an FNH USA audience for recognition of the year, but he gave most of the that.” 3-Gun package, including an FN SCAR 16s, FN SLP, and FNS 9. For all prizes, spectators must be present to win. Vendors will display at the event as CRKT to Give Consumers well, including Barnes Precision Machine, RuckPack, Remington, DPMS Panther Arms, Para USA, Bushmaster, Hiperfire, “Confidence in Hand” and One Team One Fight. A free shuttle or 2014, Columbia River Knife and Tool is to and from the event will make pick ups doing more than just releasing its newest outside the Venetian Tour Lobby/Galileo F products to retailers; it’s also kicking off a 1001 doors at 10-minute intervals celebration of its 20th anniversary. And, as many of between 5:30 p.m. and 6 p.m. us do on our birthdays, CRKT is marking the occasion with a little bit of reflection and some pretty prominent changes. “When you get to be 20 years old, you take a good hard look at yourself—where you are, where you’ve been, and where you’re going,” says Joel Bornzin, marketing manager for CRKT. “We are constantly asking ourselves how we can be better. We felt that the 20-year mark was a great opportunity to look forward and successfully position Columbia River Knife and Tool is debuting a new the brand for the future.” look at its booth to celebrate its 20th anniversary. To reflect that change, CRKT is launching a brand-new look and a bold new statement at this project, distilling the essence of exactly what it is year’s SHOT Show. that we do,” Bornzin says. “Through the lens of the “We were looking to apply an edge to the brand’s history, we extracted what we’ve been deter- brand, and you’ll see that in the new logo, which mined to provide our customers all along, and that now has a slash through the K and the clear and was really about confidence. ‘Confidence in Hand’ distinctive blade poke into the R,” Bornzin says. is the visceral connection we want our customers to “Our new tagline of ‘Confidence in Hand’ mani- feel every time they pick up a CRKT product.” fests in the four brand attributes that we express as And it isn’t just consumers that CRKT is hop- a guide for our teams: pride, purpose, grit, and ing to instill confidence in with its new look and inspiration.” feel, but also the retailers who stock CRKT’s CRKT spent more than 16 months developing products on their shelves. the new logo and tagline, and Bornzin says the “The refreshed look and feel will further raise end results of that extensive process aren’t merely the visibility of the brand, and drive interest and The 2014 Rumble on the Range tonight will cosmetic, but rather an outward expression of a demand for our products. This will ultimately feature the top 3-Gun Nation Pro Series renewed commitment that CRKT is making to its benefit our independent dealers and specialty stars and a grand prize of $50,000. end-consumers. retailers,” Bornzin says. Booth #414. (800-891- “We went through a long and thorough research 3100; crkt.com) —Christopher Cogley

4 ■ Shot Business Daily ■ Day 2, January 15, 2014 news POWERFUL. DEPENDABLE. Slaton L. White, Editor Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor Maribel Martin, Senior Administrative Assistant PRECISE. James A. Walsh, Art Director Judith Weber, Production Manager Contributing editors Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll Eric Zinczenko, Executive Vice President ADVERTISING: 212-779-5316 Gregory D. Gatto, Publisher Paula Iwanski, National Sporting Goods Director Brian Peterson, West Katie Logan, Sporting Goods Sales John Driscoll, Vice President, Corporate Sales Elizabeth A. Burnham, Chief Marketing Officer Ingrid Reslmaier, Marketing Design Director Business Operations Tara Bisciello, Business Manager CONSUMER MARKETING Robert M. Cohn, Consumer Marketing Director Barbara Brooker, Fulfillment Manager Manufacturing Laurel Kurnides, Group Production Director Stefanie La Bella, Associate Production Director What’s your grade? Bonnier Chairman, Jonas Bonnier Chief Executive Officer, Dave Freygang HUNTING GRADE VARMINT GRADE SAFARI GRADE Executive Vice President, Eric Zinczenko Chief Content Officer, David Ritchie Chief Financial Officer, Nancy Coalter HOG GRADE BEAR GRADE MATCH GRADE RANGE GRADE Chief Operating Officer, Lisa Earlywine Chief Human Resource Officer, Leslie Glenn Chief Brand Development Officer, Sean Holzman DEFENSE GRADE COWBOY GRADE TACTICAL GRADE Vice President, Consumer Marketing, Bruce Miller Vice President, Corporate Communications, Dean Turcol General Counsel, Jeremy Thompson For high profits, increased sales and unmatched accuracy shooters can depend on, load up on ProGrade’s premium quality, hand-loaded pistol and rifle ammunition. With more than 250 variations in the full line-up, ProGrade Ammunition has a specialty grade of ammo crafted specifically for shooters of every caliber from hunters to law enforcement officials to competitive shooters — and every sportsman in between. And we make SHOT Business (ISSN 1081-8618) is published 7 times a year in January, Febru ary/March, April/May, June/July, August/September, October/Novem- ber and December by Bonnier Corporation, 2 Park Avenue, New York, NY selecting the right grade easy for customers, with bold, color-coded 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 22, issue 1. Copyright © 2014 by the Na- packaging that pops — and flies — right off the shelf. tional Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no re- sponsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Re- quests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing Call Today — for all your profit making details! offices. Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email shotbusiness@emailcustomer service.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 386-246-0188, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016 406-777-5670 • 3616 Eastside Highway, Stevensville, MT 59870 For editorial inquiries, visit Venetian Level 3, San Polo 3501, in the Sands Expo & Convention Center. WWW.PROGRADEAMMO.COM

BC_023716_SBD114P.indd 1 12/9/13 3:18 PM news

Outdoor Life Honors Those Working To Improve Outdoor Access utdoor Life celebrated the winners of the first Open Country Awards yesterday with a luncheon at the SHOT Show. The awards honor individuals and groups who are working to help outdoorsmen face their number one challenge: a lack of O places to hunt, fish, and recreationally shoot.

“Access is a big, complex issue, native plant restoration to road but there are solutions, and the repair and access enhancement proj- three winners we’ve selected are ects in partnership with the BLM. perfect examples,” said Andrew The non-profit organization McKean, editor of Outdoor Life. Winner is Tread Lightly!, based in “Rather than just complaining, Salt Lake City, Utah. With access to they’re actively working to improve millions of acres of federal land the situation for all sportsmen.” hanging in the balance, recreational Outdoor Life’s Open Country shooters stand to lose out on a large awards are the culmination of a year- scale when federal agencies limit long program highlighting volunteer- activities on those lands. Tread driven efforts to improve access and Lightly! is working to retain tradi- habitat to make public lands even tional uses on public land, including better places to hunt and fish. Each safe and responsible recreational issue of Outdoor Life features Open shooting. The non-profit group is Country coverage, which is comple- currently testing a pilot program, an mented online by the magazine’s extension of its Respected Access Is Open Country blog. The goal of the Outdoor Life’s Andrew McKean (left) poses with Erin McDonough and Douglas Open Access program, which pro- Open Country program is to substan- Reeves, who accepted the State Agency award on behalf of the Michigan DNR. tects the rights of recreational tially increase sportsmen’s access by shooters on public lands on the promoting people and events that are dling funds, Michigan’s DNR was success in its first year, completing Sonoran Desert National making a difference. Sponsors of left without enough revenue to more than a half dozen projects Monument in Arizona. They hope Outdoor Life’s Open Country program maintain the public land it oversees. across the state. to implement that model on a include Yamaha and the Rocky Rather than restrict access by clos- The individual winner is Katie national scale. Mountain Elk Foundation. The ing unmaintained public lands and McCrae, of Corvallis, Oregon. “This has the potential to pre- Open Country awards are divided facilities, the agency worked to McCrae has helped make her chap- serve millions of acres for recre- into three categories: State Agency, allow private groups and volunteers ter of the Rocky Mountain Elk ational shooters,” said McKean. Individual, and Non-Profit to help maintain access and even Foundation one of the most active “The program is a great example of Organization. improve wildlife habitat. With the grassroots chapters in the nation. shooters working with various The state agency winner is the support of new legislation, the DNR Under her leadership, the chapter groups to find areas of mutual Michigan Department of Natural launched its “On-the-Ground” ini- had nearly a dozen projects sched- respect and come up with access Resources (DNR). Faced with dwin- tiative, which has been an inspiring uled in 2013, which ranged from solutions that work for everyone.” Win a Bergara Student of the Gun Book

Paul Markel, host of Student of the Gun TV and Radio Custom Rifle (along with co-host and producer Jarrad Markel), will be at MKS Supply (Booth #16144) tomorrow, January nterested in winning a Prior to joining Bergara, the 16, 2014, at 1 p.m. for a book-signing event. “Being a Bergara Sport Hunter 22-year veteran of the Marine Student of the Gun is not about being a novice or Custom Rifle? Dan Corps was most recently sta- beginner,” Markel says. “Student of the Gun repre- I sents a life’s journey of education, enlightenment, Hanus, production manager at tioned at Quantico, Virginia, Bergara Custom Rifles, says where he served as the and the enjoyment of firearms. Each episode will that he and his team will be Production Chief & Chief introduce the viewer to new and interesting firearms giving a poker chip to each Instructor for the Marine as well as the latest gear to go with them.” qualified retailer who visits the Corps Precision Weapons Over the course of a long carer, Markel has been a Bergara booth (#14814). Section. In this capacity, U.S. Marine, a police officer, a professional bodyguard, Those retailers can then access Hanus oversaw the production and a small arms and tactics instructor. He holds a link provided on the chip of special weapons for our numerous instructor certifications in multiple disci- and enter the rifle drawing. Marine snipers stationed all plines, and will always be a Student of the Gun. The winner will be notified over the world, as well as for within two weeks, at which the Corps’ competitive shoot- time Hanus will personally ing teams. assist him/her in designing “We’ve made great strides their own personal Bergara over the last year in establish- Custom Rifle. ing the Bergara Custom Rifles Hanus is no newcomer to brand among serious shooters. the crafting of precision rifles. Through this promotion, we hope to meet several more R etailers interested in winning a quality retailers that we can add Bergara Custom Rifle should to our network,” says Hanus. pay a visit to the Bergara USA Booth #14814. (bergarausa. booth during the SHOT Show. com)

8 ■ Shot Business Daily ■ day 2, January 15, 2014 news Selling Security From trigger locks to gun safes and beyond, firearms security can enhance your bottom line By Brian McCombie ou wouldn’t know it from all the recent hoopla over gun control, but the vast majority of gun owners are in fact responsible, law-abiding citizens who know that—first and foremost—they must keep their firearms secure and away from Y unauthorized people. And they do. Firearms security usually means Fresno, California, even though all gun safes or locks at home and new handguns and most long guns locked cases in the field or during come with a lock. transportation. Beyond the ethical “We merchandise our locking reasons for keeping firearms safe, mechanisms near the gun counter to there are definite legal and liability remind our customers of the impor- issues at work, too. In some states tance of keeping their firearms and municipalities, for example, a secure when not in use,” says John gun owner can face real legal trouble Lewis, Bauer’s hunting and gun if he or she does not take reasonable department manager. precautions to secure their guns. Lockboxes are another popular Of course, firearms, optics, and security item here. Bauer sells other accessories can easily be worth upwards of 1,000 units per year of thousands of dollars, and prudent gun gun locks and lockboxes combined, owners safeguard these investments. says Lewis, products with solid prof- So, for the firearms retailer, gun secu- it margins. Moreover, California R etailers should do their customers a favor by helping them buy the cor- rity is another selling opportunity—as state law actually helps sell these rect size safe. Since a good safe is a big-ticket item, too many customers well as good public relations. security products. pick a smaller size, not realizing that these safes will also end up storing “The firearms industry doesn’t “It is mandatory for any California such valuable items as jewelry and important family documents. want its products falling into the resident purchasing a firearm to wrong hands and being misused,” prove that he or she has a safe by says Steve Sanetti, president and signing a DOJ [state Department of age systems, which let gun owners Columbus, Ohio, agrees that elec- CEO of the National Shooting Justice] safe affidavit,” Lewis customize their storage and security tronic locks are popular options on Sports Foundation (NSSF). “There explains. “The customer must enter needs.” the Cannon Gun Safes he sells. But is a wide variety of secure storage the make and model of the safe they The patented DPX Storage he notes a lot of customers have devices that can help prevent unau- possess and indicate if they have a System allows safe owners to store asked, “What happens if the power thorized access to firearms. receipt for it. If the firearm purchaser rifles, shotguns, and pistols on the goes out due to a natural or man- Deterring accidents, thefts, and does not possess a safe, they are safe door, for easy access and added made disaster?” He tells them “no unauthorized access are just some of required to have a California DOJ storage capacity. Browning took this problem,” because Cannon (Booth the reasons why it makes sense for approved lockbox, trigger lock, or approach a big step further in 2011 #12714) has responded with the responsible firearms owners to use cable lock for their firearm.” when the company launched the EMP Dual-Access Lock, available on security devices. As we say, ‘If you Axis Shelf System, a totally modular its Armory and Commander series own a gun, respect it and secure it.’” safe-shelving system that creates gun safes. NSSF has been at the forefront of The Big Box maximum storage and improved “People really like the EMP lock,” promoting gun safety across the Gun safes are increasingly popular accessibility, based on the safe own- he says. “It gives people another nation with the Project ChildSafe items with gun owners, notes er’s needs and firearms. level of security they can count on.” program, which since 2002 has dis- Michael Sweeten, product manager Herb Bauer Sporting Goods has As home security technology has tributed some 36 million gun-safety for Browning Safes (Booth #12740). been a Browning Pro Steel Safe advanced, so, too, has the opportuni- kits, each of which includes a cable- “Gun safes have been around, in dealer for well over 30 years. “As far ty for firearms retailers to sell what style safety lock. And that’s in addi- one form or another, since the as size, we always educate the cus- amounts to a total home security tion to some 60 million locks sup- 1970s,” he says. “But, in the last tomer not to compromise on the package to gun safe customers. plied with new guns by their manu- decade or so, we’ve seen a steady smaller safe, because they will inevi- Liberty Safes (Booth #13623), for facturers. rise in gun safe sales.” tably run out of room when still example, recently released the Yet, as a retailer, you might won- Many factors have led to increas- accumulating their collection of SafElert system, a small battery- der, “If this program is giving away ing gun safe sales, he notes, including firearms,” Lewis says. “Fireproof powered sensing device easily hidden gun locks, doesn’t that mean I am a surge in gun ownership, increases safes tend to be an important feature inside a safe. going to have a very tough time sell- in gun values, gun owners acquiring most potential safe owners want as SafElert detects movement of the ing them? multiple firearms, and state laws and well. A 30- to 60-minute fire rating safe, when safe doors open, plus Just the opposite. Project insurance considerations. Gun safe assures the potential owner that the changes to temperature and humidi- ChildSafe has actually helped create manufacturers like Browning have contents will survive until firefight- ty, and sends out alerts about these even more interest in gun security. helped their cause, too, by tailoring ers can get the fire snuffed out.” changes to the safe owner, via email safes to meet customer needs. Lewis adds that electronic safe or texts. Hourly, SafElert even “For many years, gun safes tended locks are becoming increasing popu- checks the wireless connection to Lockdown to be just big metal boxes with lock- lar with Bauer’s customers, “due to make sure it’s connected. If not, it Gun locks of many varieties— ing devices on them,” Sweeten says. the fact that the owner can change sends out an alert. The SafElert sells including cable- and magazine-style “That’s been changing. At Browning, the combo without calling a lock- for under $200, and one-, two-, and locks—are steady sellers at Herb one of the major improvements we smith.” three-year monitoring contracts are Bauer Sporting Goods, located in made was launching the DPX stor- Rich Vance, of Vance Outdoors, in available.

10 ■ Shot Business Daily ■ Day 2, January 15, 2014 news

Import/Export SIG Sauer Debuts Meeting The Import and Export Committee (I&EC) New Service Pistol assists NSSF members with regulatory IG Sauer is using the 2014 SHOT Show comes in two trigger variants—a standard trigger and compliance issues related to the gun to introduce a new polymer-framed ser- and a tabbed safety trigger for specific law- trade, including tracking and reporting vice pistol designed in conjunction with enforcement clients. Featuring SIG Sauer’s inter- monthly U.S. import units for several law enforcement professionals. The nal safety system, the P320 has no external safety sporting arms, ammunition, and optics Smost important attribute of the P320 is that it or decocking lever to snag or hang up on the categories from the U.S. International provides an enhanced level of safety not found on draw. A thumb safety version will be available for Trade Commission. most modern service pistols. Unlike its competi- law enforcement needs. SIGLITE night sights are At a committee meeting yesterday for tors, the P320 does not require the operator to standard, and the reversible magazine release SHOT Show attendees, Lawrence G. pull the trigger nor use a special tool to take down makes the P320 completely ambidextrous. Keane, NSSF senior vice president and the firearm for cleaning or routine maintenance. “Whatever the requirement—patrol duty, com- general counsel, said export-control “One of the main points that kept coming up petition, time at the shooting range, or concealed reforms (ECR) have taken place in other with trainers was the risk of accidental discharge carry—the P320 can handle it,” says Creamer. ITAR (International Traffic in Arms inherent in today’s striker-fired service pistols,” SRP: $713. Booth #12240. (603-772-2302; Regulations) categories, but categories I, says director of product management Jeff sigsauer.com) II, and III (which deal with firearms) have Creamer. “Unless they require a special takedown not received any attention as of yet. tool, other pistols require the operator to pull the Since these topics are political issues, trigger before disassembly. Classic SIG Sauer pis- and because this is a midterm election tols have never needed this, and we made sure the year, the committee doesn’t anticipate P320 didn’t either.” any ECRs until 2015, at the earliest. Featuring a modular grip frame and removable Keane addressed the slow pace of fire-control assembly pioneered by SIG Sauer, the export reforms by saying, “There have P320 is customizable to any hand size or duty been meetings, there have been discus- requirement, from full-size to concealed carry. sions I’ve been told, so nothing has Slide and barrel conversions allow the P320 user changed.” to change calibers and barrel lengths as well. Keane closed the meeting by noting that Moreover, the P320 will be immediately available The new Sig Sauer P320 is the Import and Export Committee contin- in 9mm, .40, and .357SIG. The .45ACP will be designed to provide an ues to try and work with the White House available later in the year. enhanced level of safety not and keep communication open on the With a partially pretensioned striker, the P320 found on most modern ser- export reforms. —J.T. Woodard has a short, crisp trigger pull with a quick, pro- vice pistols. nounced reset right out of the box. The P320

FORGED FOR YOU.

FORGED FROM TRADITION FOR YOU.

Building upon SOG’s long tradition of honoring Japanese knife makers, the new fixed-blade Kiku uses the collaborative design talents of SOG and Kiku Matsuda, one of the foremost tactical knife designers in Japan. SOG and Master Kiku Matsuda have won awards on collaborations before, and this knife should turn heads, too. Visit SOG at Booth 425.

12.18.2013 19:12 AdID: 24424 SBDD214 ATN The TICO-Series thermal-imaging optic mounts in front of a day- time scope, enabling thermal vision in day or night operations. Two models will be available. OPTICS 2 0 1 4

Barska The AR6 1–6x24mm riflescope is designed for short- and medium-range tactical shooting. Features include a 30mm tube design and fully coated lenses, for enhanced light transmission.

High and Low This year, you’ll see well-designed products at both ends of the price spectrum By Robert Sadowski he big challenge for a retailer these days is matching the right optic to the right firearm at the right price. Fortunately, manufacturers have been busy adding features to lower-end models to make them more appealing to a broader range of customers. And at the top end, where users are far less price-sensitive, you’ll be able to recom- T mend truly astonishing high-end glass. Either way, your customers win. And when that happens, you win.

ATN a frame rate of 30 or 60 Hz, and the Barska and FastFire III with scope tube ➣ The TICO-Series thermal-imag- TICO-640 (SRP: $6,195) has a ➣ The AR6 1–6x24mm (SRP: $299) FastFire mount or the 1.5–8x28mm ing optic mounts in front of a day- 640x480 sensor and 30 Hz frame riflescope is designed for short- to and FastFire III with mounts. The time scope, enabling thermal vision rate. The display is a color OLED mid-range tactical shooting and Veracity precision riflescope line is in day or night operations. The matrix with video output capabili- hunting. The 30mm tube design designed for varmint hunters and TICO-336 (SRP: $6,195) has a ties. Booth #14973. (800-910- and fully coated optics provide high includes four models: 2–10x42mm, 336x256 microbolometer sensor and 2826; atncorp.com) light transmission for a bright, crisp 3–15x50mm, 4–20x50mm, and image. Booth #3257. (888-666- 5–25x50mm. They feature 5X zoom Burris The XTR II line 6769; barska.com) and front-focal-plane (FFP) reticles of riflescopes feature a for accurate reticle measurements at 5X zoom, click-stop any power setting. Booth #12755. adjustment knobs, and Burris (970-356-1670; burrisoptics either front, rear, or ➣ Riflescopes in Burris’ XTR II .com) dual-focal-plane line of feature a 5X zoom, zero click designs. In all, seven stop adjustment knobs, and either models will join the front, rear, or dual-focal-plane Bushnell line. Varmint hunters designs. The seven models include a ➣ The Elite Tactical Hunter line will benefit from the 1–5x24mm, 1.5–8x28mm, expands with the Elite Long Range Veracity scope line, 2–10x42mm, 3–15x50mm, Hunting Scope (LRHS) in which will consist of 4–20x50mm, 5–25x50mm, and 3–12x44mm (SRP: $1,499.99). This four precision models 8–40x50mm with illuminated reti- is the first hunting riflescope with front-focal-plane cles. Combo packages feature a offered by Bushnell with a first- reticles. 1–5x24mm with AR-P.E.P.R. mount focal-plane reticle. It gives hunters

16 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 PRODUCTS

scopes includes three models: the BSA compact 65ED 16–48x65mm (SRP: $499.95), the 80ED 20–60x80mm (SRP: $699.95), and the 100ED 22–67x100mm (SRP: $849.95). The The 17 Super Mag Scope Series includes two models, a 6–24x44m Regal M2 series all have extra-low (SRP: $159.95) and a 4.5–14x44mm (SRP: $139.95), that are dispersion (ED) glass and a dual- designed for the Winchester 17 Super Magnum cartridge with a bal- focus mechanism for coarse and fine CenterPoint The Laser and listic ranging reticle for 20- and 25-grain bullets. The Tactical focus. Booth #1857. (310-328- Light Converter is used with a Weapon 30mm Tube Scope series offers a mil-dot reticle and a fixed 9560; celestron.com) laser or flashlight to help a parallax setting at 100 yards. Models in 1–4x24mm, 2.5–8x36mm, shooter see farther at night. and 3.5–10x40mm are available. The Tactical Weapon 223 Scope series has five additional models: a fixed-powered 4x30mm (SRP: CenterPoint $89.95), 1–4x24mm (SRP: $117.95), 2–7x36mm (SRP: $149.95), ➣ The Laser and Light Converter LaserLyte 3–12x40mm (SRP: $169.95), and 6–18x40mm (SRP: $184.95). (SRP: $80) is designed to be used ➣ The latest in the TGL series of Designed for military and law enforcement, the line includes two with an existing laser or flashlight to laser sights is the UTA-TA (SRP: sets of interchangeable turret caps calibrated for .223 Rem. or .300 help a user see farther at night. Five $104.95) designed for the Taurus AAC Blackout. Booth #11053. (954-581-5822; bsaoptics.com) additions to the CP Tactical Optics 738 TCP and 709/740 Slim pistols. line include the compact AO Lite It fits into the gun’s housing seam- Open Micro Reflex Sight (SRP: lessly, matching the dust cover and $90), the ultra-compact AE Lite trigger guard. Booth #11214. (928- Enclosed Micro Reflex Sight (SRP: 649-3201; laserlyte.com) $62.99), the SE Lite Enclosed Reflex Sight (SRP: $96.99) with an integrated class IIIa red laser, the LaserMax Small Battle Sight (SRP: $74.99) ➣ Guide Rod Lasers for Glock pis- with a 3 MOA dot, and the Large tols now feature Native Green tech- Battle Sight (SRP: $49.99). Booth nology (SRP: $388 to $399). This #13940. (800-724-7486; center feature is designed to enhance visi- pointhunting.com) bility under daylight shooting con- the ability to range targets at any hunters range through branches and ditions. Booth #12771. (800-527- magnification using the G2H mil- other objects from 7 to 850 yards. It 3703; lasermax.com) based reticle. The Elite Tactical can be calibrated to correspond Crimson Trace 1-Mile ARC laser rangefinder with the speed of the bow via the ➣ The Rail Master Pro Universal (SRP: $599) has 7X magnification sight system. Booth #12519. (913- Fit Laser and Light CMR-205 Leupold and ranging capabilities out to 1 752-3400; bushnell.com) (SRP: $279) combines a red laser ➣ The BX-1 Yosemite binocular line mile with 1-yard accuracy. The new with a 100-lumen LED light in a now has a 10x30mm model (SRP: Excursion HD open-bridge-design 3-ounce compact package that will $129.99) designed to adjust to fit binocular is available in two config- Carson Optical fit any Picatinny or Weaver rail. smaller faces. In addition, it has an urations: 8x42mm (SRP: $179.99) ➣ The HookUpz adaptor (SRP: Booth #16731. (800-442-2406; eye relief suited for novice users or and 10x42mm (SRP: $199.99). $25) connects a Samsung Galaxy S4 crimsontrace.com) those with eyeglasses or sunglasses. Three new night-vision optics in smartphone to a full-size (32mm– Two additional mid-size roof-prism the Equinox Z monocular line 50mm objective lens) binocular to binoculars in the BX-2 Acadia line include a 3x30mm (SRP: $299.99), take pictures or video directly Hi-Lux are the 8x32mm (SRP: $214.99) and 4x40mm (SRP: $349.99), and through the binocular. The ➣ The 1X TAC-DOT (SRP: 10x32mm (SRP: $249.99) models. 6x50mm (SRP: $399.99). They fea- HookUpz adaptor for CloseUp $129.95) is suitable for a variety of The BX-3 Mojave line of binoculars ture digital zoom, image capture, Monocular (SRP: $30) also works firearms—MSR-style rifles, big- is expanded with two lightweight and video recording. The new Gen with a Samsung Galaxy S4. Booth game rifles, shotguns, handguns, and 8x32mm and 10x32mm models I night-vision 2.5x40mm (SRP: #1210. (631-963-5000; carson- even modern muzzleloaders. An (SRP: starts at $464.99). The next $599.99) binocular weighs only 17 optical.com) integral clamp works with both generation of the DeltaPoint, the ounces and has a built-in infrared Picatinny- and Weaver-style mounts. DeltaPoint 2 (SRP: $499 to $564), illuminator (IR). The Truth Laser Target acquisition is fast with the 4 retains the patented motion-sensor Rangefinder (SRP: $279.99) uses Celestron MOA red-dot reticle. The LER line technology, which instantly detects ClearShot Technology to help bow- ➣ The Regal M2 series of spotting of long eye relief scopes now motion and activates while automati- includes a 2–7x32mm LER Scout with BDC reticle ($199) that’s calibrated for the .308 Win. cartridge and designed for use on the Ruger Model 77 Gunsite Scout rifle. The 3–9x40mm M40 Tactical Hunter ($419) has been refigured for hunting with an improved rangefinding capability. The 3–9x40mm M40 USMC Sniper scope ($419) re-creates the famed optic used on the M40 sniper rifle from the Vietnam War. It features an etched-glass yardage scale and an olive drab anodized finish. The M73G4 (SRP: $359) is a replica of the famed scope used on the M1903A4 sniper rifle and countless centerfire and rimfire 3 rifles. This /4-inch tube scope has been enhanced with a modern opti- Bushnell The Elite Tactical 1-Mile ARC laser rangefinder has 7X mag- cal erector unit and fully multi-coat- nification and ranging capabilities out to 1 mile with 1-yard accuracy. ed lenses for maximum light trans- Carson The HookUpz adaptor Gen I night-vision binos also join the 2014 Bushnell lineup. mission. Booth #1017. (888-445- connects a Samsung Galaxy smart- 8912; hi-luxoptics.com) phone to a binocular.

18 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 PRODUCTS

HALO OPTICS Hi-Lux The 1X TAC-DOT will fit on a variety of firearms, including MSR- style rifles, bolt-action rifles, shotguns, handguns, and even modern muzzleloaders. Integral clamps work with Picatinny or Weaver rails.

Halo Optics is a new brand that offers laser rangefinders. The X-Ray 600 Laser Rangefinder (SRP: $149.99) boasts 6X magnification and a maximum range of 600 yards. It includes AI (Angle Intelligence) technology that accounts for shooting up or down slopes. The X-Ray 900 (SRP: $209.99) ranges out to 900 yards. It also has AI technology. The XRT model (SRP: $129.99) ranges out to 500 yards. Booth #14829. (800- 847-8269; halooptics.com)

cally adjusting the brightness to the Marksman Scope) 1–6x24mm the ZA 5 HD, ZA 5i HD, and ZA 5 riflescopes now includes a environment, but now also includes a DMS-2 (SRP: $399.99) has been HD TAC. The ZA 5 HD riflescopes 3–9x50mm (SRP: $299 to $349) and manual brightness adjustment for reconfigured with multi-coated have seven variants: 1.2–6x24mm, 4.5–14x44mm (SRP: $299 to $349). users who prefer brighter or dimmer optics and the second focal plane 2–10x40mm, 2–10x50mm, The BL-HD binocular line is a dots. The premier VX–6 riflescope BCR-1. The illuminated BDC reti- 3–15x42mm, 3–15x50mm, lightweight open-bridge design. line now has a 4–24x52mm side- cle is calibrated for .223 Rem./5.56 3–15x56mm, and 5–25x56mm (SRP: Models include 8x33mm (SRP: focus model (SRP: $1,749.99, NATO ammunition. Booth #12519. $589 to $959). The ZA 5i HD is $499), 8x44mm HD (SRP: $559), $1,874.99 with CDS). The VX-6 line (888-276-5945; millettsights. available in the same configurations 10x44mm HD (SRP: $579), features a powerful 6X zoom. CDS com) as the ZA 5 HD, but with illuminat- 8x52mm HD (SRP: $659), and (Custom Dial System) models give ed reticles (SRP: $689 to $1,039). 10x52mm HD (SRP: $689). Booth users the ability to match the car- The ZA HD TAC line offers three #15249-2. (866-469-3080; tridge to the scope. Booth #13023. Minox models: 1.2–6x24mm, 3–15x50mm, minox.com/usa) (503-526-1400; leupold.com) ➣ The ZA 5 HD riflescopes have and 5–25x56mm (SRP: $899 to been redesigned with high-defini- $1,099). The TAC models have tion optics, the RTA (Rapid Target lockable, quick-target adjustment, Nightforce Optics Millett Acquisition) optical system, and 5X and illuminated tactical reticles. ➣ The latest addition to the NXS ➣ The affordable DMS (Designated zoom. The three HD lines include Minox’s ZV 3 line of economical Compact riflescope line is the 2.5– PRODUCTS

10x42mm (SRP: $1,800), which KONUS incorporates a larger objective lens so it is effective in low light without compromising weight and size. It uses DigIllum digital reticle illumi- The T30 series expands with nation technology and is compatible the compact T30 with night-vision equipment. The 3x–12x50mm (SRP: competitively priced 4–14x56mm $499.99) with a 30mm tube, SHV riflescope (SRP: $995, non- multi-coated lens, and glass- illuminated; $1,195, illuminated) engraved mil-dot illuminated uses the same glass and internal reticle. The M30 components as the NXS series rifle- 2.5x–10x52mm (SRP: scopes. The SHV line (Shooters, $629.99) has a dual-illumi- Hunters, and Varminters) has a nated BDC reticle, anti-cant- lower retail price due to limited ing level bubble, and side options and configurations. parallax wheel. The fast- Nightforce Optics’ first spotting focus PTS1 3x32mm scope, the TS-82 Xtreme Hi-Def Prismatic Sight (SRP: 20–70x82mm (SRP: $2,600), uses $399.99) offers an illuminat- APO fluorite glass for truer colors LaserMax Guide Rod Lasers for Glock pistols now feature Native ed sight in four colors (red, and razor-sharp resolution with no Green technology. This feature is designed to enhance visibility under blue, green, andblack). The distortion from edge to edge. An daylight shooting conditions. SightPro Atomic QR Tactical iPhone 4 or 5 can be attached to Sight (SRP: $229.99) has an take photos or videos. Straight or integrated 1-inch riser for use angled eyepieces are available. reticle. Booth #3036. (800-553- resin that is covered in rubber on MSRs. Booth #1246. (305- Booth #20449. (208-476-9814; 4229; legacysports.com) armoring. The Aculon Rangefinder 262-5668; konuspro.com) nightforceoptics.com) (SRP: $169.95, dark green; $189.95, XTRA Green) is ultra-compact and Nikon lightweight, with a 6X magnifica- Nikko Stirling ➣ The Monarch 5 line now has tion. It delivers accurate readings ➣ The Target Master line now three additional models: the from 6 yards to 550 yards. The includes five new models: 1.25– 8x56mm (SRP: $749.95), 16x56mm Archer’s Choice rangefinder (SRP: 5x20mm (SRP: $199), 2.5–10x42mm (SRP: $799.95), and 20x56mm $279.95) is designed specifically for (SRP: $219), 4–16x44mm (SRP: ($899.95). All feature Extra-Low bowhunting and uses ID Technology $250), 5–20x50mm (SRP: $279), Dispersion (ED) glass for clarity. for angle compensation. The latest and 6–24x50mm (SRP: $299). These The lightweight body is made of generation of the Prostaff line is the scopes have a glass-etched mil-dot fiberglass-reinforced polycarbonate Prostaff 7 (SRP: $299.95) with rang- PRODUCTS

MEOPTA

The next generation of the MeoStar riflescope series is the R2 1–6x24mm RD (SRP: $1,595) with a 6X zoom. The illuminated reticle options—either the K-Dot 2 or 4C-RD—allow for fast target acquisition and are well suited for dangerous game or close- quarter-combat situations. Booth #3544. (800-828-8928; meopta sportsoptics.com)

Leupold & Stevens The BX-2 Acadia line gets a pair of new binos, an 8x32 and a 10x32. The Mojave line also expands in 2014. ing ability out to 600 yards. Booth cal Renegade line of binoculars has range. Nighthunter riflescopes lightweight package. When folded, #11221. (800-248-6846; nikon expanded with a 8x36mm and include a 1–5x24mm, 1.6–8x42mm, the CL is easy to transport; when sportoptics.com) 10x36mm. Both feature fully multi- 2–10x50mm, and 3–15x56mm. All opened, it reveals a full-size binocu- coated lenses and premium BAK4 were intially designed for night lar. Booth #12120. (800-426- prisms for brightness, resolution, hunting in Europe and are well suit- 3089; swarovskioptik.com) Redfield and edge clarity. The Revolution ed to North American and African ➣ The latest tactical optics models riflescope line now has a Revolution/ game hunting. They feature Steiner are the Battlezone Tac.22 2–7x34mm TAC 3–9x40mm with TAC-MOA Smart Illumination, an illuminated Tangent Theta riflescope (SRP: $239.99) and the reticle. Booth #13023. (877-798- reticle that offers continuously vari- ➣ Tangent Theta, based in Canada, Battlezone 6–18x44mm. Tac.22 is 9686; redfield.com) able dimming of the red dot. The has acquired the assets from the for- designed for use with .22 LR car- new generation of Predator binocu- mer Premier Reticles Limited. For tridges; the Tac-MOA reticle and lar in 10x42mm, 8x42mm, 8x22mm, 2014, it has designed a new series of the turrets are calibrated to .22 LR Sightmark and 10x26mm offers 4 percent bet- military-quality riflescopes. Initial 36-grain bullets at 1,260 fps. The ➣ The Compact Green Laser ter light transmission and is a good product offerings include the 6–18x44mm features fully multi- (CGL) sight (SRP: $179.99) easily entry-level German optic. Booth Professional Marksman Series rifle- coated lenses, Bullet Drop attaches to pistols and uses an ambi- #12755. (970-356-1670; steiner- scopes in 3–15x50mm (SRP: $3,697) Compensation System (BDC), and dextrous digital on/off switch. Booth binoculars.com) and 5–25x56mm (SRP: $4,250). TAC-MOA reticle. The Bullet Drop #1648. (877-431-3579; sightmark Both have 34mm tubes. A lighter- Compensation System comes with .com) weight version of the 3–15x50mm two adjustment dials calibrated in Swarovski (SRP: $2,998) uses a 30mm main .223 Rem./5.56mm NATO (55-grain ➣ The next generation of SLC bin- tube. All incorporate non-translating bullets at 3,100 fps) and .308 Steiner oculars includes an 8x42mm (SRP: windage and elevation knobs, zero- Win./7.62mm NATO (168-grain ➣ The Military 8x30 R laser range- $1,921), 10x42mm (SRP: $1,999), stop mechanisms, and illuminated bullets at 2,650 fps). The Accelerator finder is designed for military, LE, and 15x56mm (SRP: $2,777). Built first-focal-plane reticles. Booth Reflex sight will work with rifles, and tactical operators. It is compact on the reputation of the SLC line, #20549. (tangenttheta.com) shotguns, and handguns, and is and ranges from 25 meters to 1,700 they offer advanced state-of-the-art designed to deliver a crisp sight pic- meters. The mil-based SUMR tar- coatings and proven HD optics. CL ture. It has four illumination settings geting reticle provides redundancy Pocket Binocular in 8x25mm (SRP: Trijicon and an automatic shut-off feature to to the LRF in the event of battery $888) and 10x25mm (SRP: $954) ➣ The VCOG (Variable Combat preserve battery life. The economi- failure or a target beyond the laser’s offer big performance in a compact, Optical Gunsight) 1–6x24mm (SRP:

PULSAR Redfield The two Battlezone Tac.22 riflescope models have been designed for the .22LR cartridge. The Quantum LSQ19 (SRP: $3,599.96) and Quantum HS19 (SRP: $4,199.96) thermal monoculars are designed for optimal heat detec- tion and observation in both day and nighttime operations. The units detect heat signatures, successfully penetrating through fog and smoke. Booth #1548. (817-225-0310; pulsarnightvisionusa.com)

DAY 2, JANUARY 15, 2014 ■ SHOT BUSINESS DAILY ■ 23 PRODUCTS

TRUGLO

The Triton 30mm Lightweight Tactical Tri-Color red-dot sight (SRP: $149.99) has a 5 MOA reticle in three reticle colors (red, green, and blue). The Tru-Brite Xtreme Dual-Color Tactical Compact riflescope combo (SRP: $159.99) includes one-piece, 1-inch rings and mount, and features a dual-color illuminated mil-dot reticle. The Tactical 3–9x42mm Illuminated reticle riflescope combo (SRP: $179.99) has a one- piece, 30mm tube equipped with a mil-dot reticle and BDC (Bullet Drop Compensating) turrets calibrated for .223 Rem. and .308 Win. Booth #11723. (888-887-6456; truglo.com)

$2,270) combines the toughness and function of ergonomically designed for easy handling and combat-proven ACOG sights with a variable- extended viewing. Booth #14551. (608-836- power optic. Booth #12117. (248-960-7700; 0922; weaveroptics.com) trijicon.com) Zeiss U.S. Optics ➣ The Terra 3X line now has a 3–9x50mm ➣ The new SR-4C dot sight features 1X power Z-Plex (SRP: $499.99), a 3–9x50mm RZ6 (SRP: with a daylight-visible red-dot sight rolled up in a $555.54), a 4–12x50mm Z-Plex (SRP: $555.54), lightweight 30mm aluminum body. It has 12 pre- and a 4–12x50mm RZ8 (SRP: $611.10). The programmed intensity settings, four of which are compact Terra 3X riflescopes are lightweight, night-vision-compatible. A new line of Horus with a one-inch tube and MC anti-reflective coat- Vision reticles will debut in the ings. The latest addition to the SR-8, LR-17, MR-10, and ER-25 Conquest series is the HD5 product groups. Booth #20031. 3–15x50mm designed for low- (714-582-1956; usoptics.com) light conditions with a large objective and four reticle options: Z-Plex (SRP: $1,144.43), Locking Vortex Vortex The two Razor HD Plex (SRP: $1,277.77), Rapid-Z ➣ The Razor HD Gen II 4.5– Gen II riflescopes are built for 600 (SRP: $1,222.21), and 27x56mm (SRP: $2,999) and dialing in long-range shots. Rapid-Z 800 ($1,222.21). 3–18x50mm (SRP: $2,599) are all Additions to the Conquest HD new and built for dialing in precision long-range binocular line include three models with 56mm shots. The L-Tec Turret System has an integrated objectives: 15x56mm (SRP: $1,611.10), 10x56mm pop-up-and-down locking mechanism that pre- (SRP: $1,666.66), and 15x56mm (SRP: vents accidental elevation adjustment. The lock- $1,777.77). All are designed to meet the needs of able illumination dial is integrated into the side- Western or mountain hunters, who require focus adjustment knob for easy access and features increased magnification with detailed resolution. 11 intensity levels of illumination with off posi- Booth #13913. (800-441-3005; zeiss.com) tions between each setting. The first-focal-plane glass-etched reticle ensures subtensions remain accurate throughout the zoom range. Available with MOA or MRAD turrets and reticles. Booth #4150. (800-426-0048; vortexoptics.com)

Weaver ➣ The economical KASPA tactical line expands with the Tactical 3–12x44mm Mil/Mil scope (SRP: $334.95). It features an illuminated EMDR (Enhanced Mil-Dot Ranging) reticle and turrets with .1-mil per click. Dark Earth is the latest finish available for the KASPA tactical 1.5–6x32mm (SRP: $309.95) and 3–12x44mm (SRP: $354.95) models. New to the KASPA hunter line are a 3–9x40mm (SRP: $279.95) and 4–16x44mm (SRP: $319.95), both with illuminated Dual-X reticles. For long-range work, the KASPA 6–18x44mm Long Range Scope (SRP: $319.95) offers side- focus parallax adjustment and three reticle choices: classic Dual-X, precision Ballistic-X, or Varmint Enhanced Ballistic-X. The 3X Prism Scope (SRP: $319.95) features an internal prism and 30mm objective design for a compact optic that’s well Zeiss The Conquest HD line gets an suited for hunting, competition, and tactical use. upgrade with three new models designed for The KASPA 10x42mm binocular (SRP: $129.95, hunters who need increased magnification. tan; $149.95, Mossy Oak Break-Up Infinity) is Federal The Fresh Fire Pack holds 325 rounds of 36-grain copper hollowpoint .22LR. AMMO 2 0 1 4

CCI Suppressor Full Speed Ahead .22-caliber Long Rifle ammo (45 grains) has been Even as manufacturers are going all-out to meet designed for suppressed firearms. demand, they’ve made time to create some very Velocity is 970 fps, which fur- useful, innovative loads By Chris Christian ther reduces the sound signature. ith ammo makers utilizing all their capacity, and running virtually 24/7, to feed the 2013 “buying frenzy,” you wouldn’t expect to see a significant W number of new offerings this year. You’d be wrong.

Although new load development has been some- Federal Premium what curtailed to meet existing demand, there are ➣ Those favoring the 10mm Auto will find a seri- some exciting new products making an appearance ous hunting load in Federal’s new lineup, while this year, including a new-technology turkey load, a slug shooters will find some useful line additions in designed to provide maximum accuracy from a dedicated 10mm Auto hunting round, a new .22LR Federal’s proven TruBall slug line. When loaded to smoothbore barrel. The design features a specifi- designed for suppressed guns, a branded product its full potential, the 10mm Auto offers significant- cally engineered plastic ball that sits between the line specifically aimed at new female shooters, a ly more power than the best .357 Magnum loads, wad and the slug’s rear cavity. This centers the new line of light-recoiling hunting ammo, and treading closely on the heels of the .41 Magnum. rifled slug as it travels down the smoothbore bar- enough line additions to keep any retailer busy. That makes it eminently suitable for taking deer- rel, yet provides a clean separation of the slug and Here’s a look at what 2014 has to offer. size game at ranges under 100 yards. Reloaders can ball after they exit the muzzle. This technology realize that power, but those who rely on factory has produced groups as tight as 1.4 inches at 50 ammunition have had a problem finding 10mm yards, and 2-inch groups are not uncommon— CCI/Speer Auto loads at that full-power level. Some factories excellent accuracy from a smoothbore slug gun. ➣ Whether for plinking, small-game hunting, or download their 10mm loads to performance levels Originally offered in 2¾-inch 12-gauge, it will discreet pest control, shooters can get the most that barely exceed the .40 S&W. now be available in 3-inch loads in 12- and from their suppressed .22-caliber firearms with The new Federal Vital-Shok Trophy Bonded 20-gauge. The 3-inch 20-gauge load features a the new CCI Suppressor 22 Long Rifle ammuni- 10mm Auto now provides an over-the-counter load ¾-ounce slug, while the 3-inch 12-gauge load tion. Designed for suppressed firearms, the adver- that produces all the game-harvesting power the uses a 1-ounce slug. tised velocity of 970 fps is subsonic, which further 10mm has to offer. The Vital-Shok Trophy Bonded The venerable Champion 36-grain copper-plat- reduces the sound signature. The 45-grain lead 10mm Auto load uses a new Trophy Bonded 180- ed .22LR hollowpoint gets a new home this year hollowpoint bullet was designed to expand reli- grain soft-point bullet designed for hunting. Based in the Fresh Fire Pack. Carrying 325 rounds, the ably at that velocity. Clean-burning powders on the proven Trophy Bonded Bear Claw bullet Fresh Fire Pack (SRP: $19.99) consists of a reduce blowback and suppressor fouling, and the design, it features a heavy jacket that provides a round, stackable nitrogen-sealed can that is load provides consistent function in semi-auto formed inner profile that pre-programs expansion weatherproof and waterproof for long-term stor- firearms. and controls it to ensure deep penetration with age. This prevents tarnish and corrosion, and Although designed for suppressed firearms, the maximum weight retention. The soft-point design keeps the loads fresh and ready for use. A reseal- load will function reliably in non-suppressed ensures reliable feeding in semi-auto handguns. able plastic lid allows repeated access. Booth guns, and its subsonic velocity provides a reduced Federal claims 1,275 fps with the 180-grain #14551. (800-322-2342; federalpremium.com.) sound signature that can be an asset in semi-rural, Trophy Bonded bullet, and the cartridges are discreet pest control. The Suppressor 22 Long assembled in nickel-plated cases that provide easy Rifle load is packed in a durable plastic, 50-round extraction and prevent case corrosion during Hornady box. SRP: $5.95. Booth #14551. (800-256-8585; long-term storage. ➣ A new line of lighter-recoiling rifle hunting cci-ammunition.com) The Federal Premium TruBall slug was loads and shotgun slug loads, a new slug load for rifled barrels, the addition of the .357 SIG to the Critical Duty law-enforcement handgun line, BARNES BULLETS additions to the Superformance and Custom ammo lines, and a heavy 20-gauge magnum turkey load provide a number of new Hornady products this year. The 300 AAC Hornady Custom Lite ammunition provides 25 Blackout has become to 40 percent reduced felt recoil and muzzle blast a popular load for the for kids, women, and any shooter looking to keep modern sporting rifle, recoil to a minimum while still enjoying the use of and this year Barnes their favorite rifle. Loaded with either the Hornady will introduce an all- SST or InterLock bullet, Custom Lite ammunition copper polymer- delivers less felt recoil and a modified trajectory tipped 120-grain that still provides accurate, deadly, and dependable TAC-TX for it. performance. It will be available in 20-round boxes Booth #15427. in the following loads: 87-grain SST .243 Win. (435-856-1000; (SRP: $26.99, 2,800 fps), 120-grain SST .270 Win. barnesbullets.com) (SRP: $26.99, 2,675 fps), 120-grain SST 7mm-08 Rem. (SRP: $26.99, 2,675 fps), 139-grain SST

26 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 PRODUCTS

3 with 1 ⁄8 ounces of No. 5 nickel- plated lead shot. The thickest nickel- plating in the industry minimizes shot deformation, which reduces fli- ers and produces dense pellet patterns. Patterning is controlled via a Versatite wad, which typically patterns best with an Improved Cylinder or Modified choke. The wad strips cleanly from the pellets in flight without disruption, resulting in a shorter shot string that delivers more collective energy on impact. At 1,200 fps, the 20-gauge Heavy Magnum Turkey load allows hunters Federal Premium The TruBall slug will now be available in 3-inch loads in 12 and 20 gauge. The 12-gauge version to achieve lethal results out to 50 features a 1-ounce slug; 20-gauge ammo gets a ¾-ounce load. Vital-Shok Trophy Bonded 10mm Auto will use a new yards. SRP: $17.81, 10-round box. Trophy Bonded 180-grain soft-point hunting bullet designed to feed reliably in semi-auto handguns. The Custom Ammunition line sees the addition of the 140-grain 7mm Rem. Mag. (SRP: $47.51, 2,800 The 12-gauge American Whitetail mance through all FBI test barriers. Interlock SP (2,680 fps). SRP: fps), 150-grain Interlock RN .30/30 Slugs are designed for fully rifled The FlexLock bullet features the $44.65, 20-round box. Also in the Win. (SRP: $21.99, 2,100 fps), 125- barrels and are loaded with 325- Hornady exclusive Flex Tip technol- line is the 250-grain Interlock grain SST .308 Win. (SRP: $26.99, grain Hornady InterLock bullets at ogy, which enhances barrier pene- SP-RP .338 Lapua (2,900 fps). SRP: 2,675 fps), 125-grain SST .30/06 1,825 fps. This hollowpoint serrated tration and prevents clogging for $101.99, 20-round box. Springfield (SRP: $26, 2,700 fps), and design initiates rapid expansion terminal performance. A massive The Superformance Ammunition the 150-grain SST .300 Win. Mag. upon impact, and a tough lead alloy jacket-to-core InterLock band locks line is joined by the 250-grain GMX (SRP: $47.51, 2,800 fps). core is lethal out to more than 200 the jacket and core together for high Superformance .375 Ruger (2,900 The new Custom Lite Shotgun yards. The rigid polycarbonate sabot weight retention. The Critical Duty fps, SRP: $86.81, 20-round box), and Slug provides hunters with a ensures accuracy capable of taking line features low-flash propellants the 250-grain GMX Superformance reduced-recoil alternative for their the biggest whitetails. Packed in a and nickel-plated cases with sealed .375 H&H (2,890 fps, SRP: $90.44, 20- and 12-gauge rifled-barrel slug five-round box. SRP: $14.20. primers and case mouths. SRP: 20-round box). Booth #13145. (800- guns. Ideal for youth, women, or The 135-grain Flexlock .357 SIG $30.32, 20-round box. 338-3220; hornady.com) anyone looking to tame the recoil, (1,225 fps) is the latest addition to The new 20-gauge addition to the these produce 25 to 40 percent (20- the Hornady Critical Duty line of Heavy Magnum Turkey ammuni- gauge and 12-gauge, respectively) ammunition. This load meets FBI- tion lineup further expands the Remington less felt recoil compared to standard established protocol standards for options available to turkey hunters. ➣ Line extensions to the Hog 20 and 12 slug options. penetration and terminal perfor- The 3-inch 20-gauge shell is loaded Hammer rifle line and the PRODUCTS

Hornady Designed to produce a 25 to 40 percent reduction in felt recoil, Custom Lite ammo is available in centerfire and shotgun slug versions. American Whitetail 12-gauge slugs are designed for fully rifled barrels. Heavy Magnum Turkey ammo will see a new 3-inch 20-gauge nickel-plated load. PRODUCTS

Remington The Hypersonic line of centerfire ammo gets a line extension this year through the addition of a 160-grain 7mm Rem. and a 180-grain .308 Win. The Hog Hammer line has earned high marks for the deep penetration achieved by Barnes TSX bullets as well as reduced flash propellants. The line will expand by eight offerings in 2014, including an 85-grain .243 Win., 140-grain .270 Win., 110-grain SPC 6.8 Rem., and a 250-grain .338 Win. Mag.

Hypersonic rifle line highlight 125-grain .38 Spl+P, 180-grain .40 pistol sports, I can say that I’m see- Available in 95-grain .380 ACP, Remington’s new ammunition offer- S&W, and 230-grain .45 ACP. ing a lot of new female shooters 147-grain 9mm Luger, 130-grain ings for 2014. The Hog Hammer Booth #15427. (800-243-9700; enter the simpler sports, such as .38 Special, and 180-grain .40 rifle-cartridge line has earned high- remington.com) IDPA, to gain practice time). S&W, the line includes 50-round performance marks for the deep The vast majority of these new boxes of Train ammunition that is penetration achieved by the Barnes female shooters are not firearms- indoor-range-friendly. The full- TSX bullets. The ammo has also Winchester knowledgeable and do not fully metal-jacketed loads deliver earned recognition for its reduced Ammunition understand ammunition. For 2014, reduced recoil and muzzle flash. flash propellants and nickel-plated ➣ A significant percentage of new Winchester simplifies its ammo- Using the same ballistics, but with cases. For 2014, the .450 BM with a handgun owners are women. Some selection process with a new point- JHP bullet technology, 20-round 275-grain TSX bullet will be added statistical analyses place that per- of-purchase packaged product line— boxes of Defend ammunition com- to the line. centage as high as 37 percent. Many W Train & Defend. plete the line. A shooter practicing Later in the year, Remington of them are purchasing their first The new line features customer- with the Train version will see lit- anticipates expanding the line with handgun for self-defense (although friendly packaging that clearly tle difference when shooting the TSX bullets to include an 85-grain as a range safety officer in the action denotes Train & Defend products. Defend version. The packaging .243 Win., 110-grain SPC 6.8 Rem., simplifies the buying decision. 140-grain .270 Win., 140-grain Select Train for practice, and the 7mm-08, 123-grain 7.62x39, 180- JHP version (Defend) for personal grain .300 Win. Mag., 250-grain protection. .338 Win. Mag., and a 300-grain John Browning’s classic 1911 .45-70 Gov’t. single-action auto is still one of the In the Hypersonic line, most popular handguns in America, Remington will add a 160-grain In fact, some consider it to be an 7mm Rem. and a 180-grain .308 American icon. The .45 ACP was Win. the original caliber, and is still the Compact, short-barreled hand- most popular. For 2014, Winchester guns are among the most popular recognizes that with a new Win choices for concealed carry, yet 1911 ammunition line in distinctive those shorter barrels result in a packaging. It consists of two loads reduced velocity that can negatively (both 230 grains)—a .45 ACP flat- affect the performance of many nose FMJ in a nickel-plated case for handgun loads that were designed practice, and a JHP at the same to perform optimally from full-size velocity and pressure for home duty handguns. Remington’s new defense. The loads are ballistically Ultimate Defense Compact matched to produce the same point Handgun line is designed to proof impact, which helps simplify duce optimal performance from ammunition selection. compact handguns. Modern action shooting sports, The new line uses the same brass- whether 3-Gun, IDPA, or USPSA, jacket technology as its proven are among the most popular com- Golden Saber line, but incorporates petitive shooting events. For 2014, new spiral nose cuts, along with a Winchester capitalizes upon that softer lead core to ensure expansion with a branded product line. at lower velocities. The cartridges The new Win 3 Gun product are assembled in nickel-plated cases line is available in distinctive pack- for smooth feeding and corrosion Winchester W Train & Defend aging in 147-grain 9mm, 180-grain resistance, and feature flash- personal-defense ammo has been .40 S&W, and 230-grain .45 ACP. supressed powders and waterproof- designed specifically for the growing Each load features lead-free prim- ing on the case mouths and primers. women’s market. Win 1911 is a .45 ers and a fully heel-encapsulated They will be available in 102-grain ACP that features a flat-nose FMJ bullet with a brass jacket to mini- .380 ACP, 124-grain 9mm Luger, and a JHP option. mize compensator fouling. In addi-

32 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 PRODUCTS

Remington Compact, short- barreled handguns are a popular choice for personal defense. To ensure optimal performance, the Ultimate Defense line incorporates new spiral nose cuts, along with a softer lead core, to assure proper expansion at the lower velocities seen in these compact guns. Nickel-plated cases allow for smooth feeding and corrosion resistance. Other features include flash- suppressed powders and waterproofing on the case mouths and primers. Available in five calibers.

tion, the packaging lists the Power Factor of the 3-inch magnum (1.75-ounce shot load, 1,200 fps) load. Also offered in the Win 3 Gun line is a in Nos. 4, 5, and 6. Upland hunters will also ben- 55-grain 5.56mm with a lead-free primer, and efit from the new Shot-Lok, plated lead-shot two 12-gauge shotgun loads—a low-recoil No. technology with the new Rooster XR load. 7½ and a 9-pellet 00 buck load. Winchester’s Designed for increased range on pheasants, Huns, match rifle line sees three new additions: a chukar, and similar distant-flushing birds, it will 69-grain .223 Rem. BTHP, a 77-grain 5.56mm be available in 15-round boxes in 12-gauge 3-inch BTHP, and a 140-grain 6.5 Creedmore BTHP. or 2¾-inch in Nos. 4, 5, and 6. On the shotgun side, the big news at Several line extensions to the Winchester shot- Winchester this year is the new Long Beard XR shell family make their appearance this year. The turkey load, using Shot-Lok technology. The Blind Side steel shot line sees the addition of a Shot-Lok technology involves injecting a liquid 12-gauge 3.5-inch No. 5 load, 3-inch 12-gauge resin into the shot cup and then dropping in loads in BB and No. 3, and a 20-gauge 3-inch plated lead shot, which migrates throughout the No. 6 load. resin. A shot disc goes on top, the shell is The home-defense segmented-slug Defender crimped, and the resin is allowed to harden. line sees the addition of a 2¾-inch 20-gauge load Upon firing, the resin fractures to form a micro with a ¾-ounce slug at 1,600 fps that will be buffer that protects the shot as it travels down offered in 10-round boxes. The clay target AA the bore and ensures the pellets exit the barrel Tracker line features a highly visible wad that in perfect shape. Winchester claims the new allows shooters to actually see where their pattern technology produces patterns in the 40- to is hitting. Introduced last year, it has proven high- 70-yard range that are actually tighter than its ly popular. This year will see the addition of a Extended Range loads (and other tungsten and 12-gauge 2¾-inch, 3¼-dram No. 7½ sporting high-density pellets), yet the use of lead pellets clays load, and a 20-gauge 2¾-inch, 3 dram No. results in a significantly less-expensive load. 7½ load. Both will be offered with a black wad for When compared to traditional lead loads, clear skies and a fluorescent orange wad for dim- Winchester claims the new Long Beard XR will mer light. place twice as many pellets in a 10-inch circle at Lastly, the Winchester 36-grain copper-plated 60 yards. hollowpoint .22LR load will be offered in a new The Long Beard XR will be available in 222-round bulk package to complement the exist- 10-round boxes in 12-gauge 3.5-inch (2-ounce ing 333 and 555 bulk pack offerings. Booth shot load, 1,200 fps), in Nos. 4, 5, and 6, and #13329. (618-258-3358; winchester.com)

Winchester The Long Beard XR turkey load uses Shot-Lok technology to envelop lead shot in a special resin that helps protect the shot as it travels down the bore. The result is tighter patterning at 40 to 70 yards. OUTERWEAR 2 0 1 4 Steady Growth Though the tactical segment has slowed, retailers can expect to see an increase in offerings from manufacturers of hunting wear By Peter B. Mathiesen remium-priced garment companies saw growth in new products and increased penetration by licensees such as PrimaLoft during the 2012–13 buying season. The U.S. did receive enough cold weather and snow for retailers in the East and Mid-Atlantic states to clean out inventory. Although early bad weather in the Midwest and Mountain West enabled retailers here to move prod- P uct, many stores were not able restock due to limited production from some manufacturers. Compared to 2012–13, the tacti- new in outerwear for 2014. pants to provide superior range of cal clothing segment has slowed. motion. The lightweight fabric FROGG TOGGS Yet, overall, the season saw steady wicks perspiration and enhances growth for the outerwear segment, a 5.11 airflow and breathability, and the trend that is expected to continue in ➣ Featuring a quick-drying four- reverse-coiled-back zippered pock- 2014, with most of the country’s way stretch fabric, the 5.11 ets and low-profile Cordura-lined Toadz Rainwear Bibs use shelves clean and ready for product Evolved Traverse pant is the com- cargo pockets secure your gear ToadSkinz hybrid fabric for next year. Here’s a look at what’s pany’s next evolution in tactical while you are on the move. along with the company’s The Traverse pant also features a DriPore waterproof, breath- contoured, high-back stretch waist- able microporous film to Badlands The band and articulated knees for a keep moisture out. All EXO rain jacket and customized fit. The hem-to-hem seams are fully taped and pant not only repel gusset enhances mobility on the waterproof, and the roomy water, but each also range or on the trail. Available in easy-to-get-into pant legs contains scent- black and khaki. SRP: $264.99. have adjustable zippers. containment tech- Booth #13162. (209-527-4511; The front uses a full- nology. There is also 511tactical.com) length zipper and an adjust- a scent-gasketing able waistband with a web- layer as well. bing belt and quick-release Badlands buckle. Available in the ➣ Released as part of the revolu- company’s proprietary tionary 4-X clothing line from Toadz Camo. Sizes range Badlands, the EXO rain series from SM–XXL SRP: $99.95. brings a dedicated rainsuit to an Booth #10521. (800-349- apparel lineup that is filled with 1835; froggtoggs.com) options for all types of hunting. Recognizing the desire for a durable and functional rainsuit that’s nonetheless easily packable, Badlands developed the EXO jacket and pant. They not only repel water better than a seasoned sea otter’s pelt, but they also contain the same 4-X scent containment technology seen in the rest of the clothing line. This was accom- plished by utilizing a Dupont Repel DWR-treated polyester outer layer to repel water and oil-based liquids, and a polyurethane laminate mid- layer. The outer and inner layers are treated with a Silvador silver treatment in order to neutralize and control odors. In addition, all exit points are equipped with a scent-gasketing layer made from coffee and bamboo to absorb and neutralize all odors attempting to escape the garment. Available in Realtree Xtra camo. SRP: $199.95

36 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 PRODUCTS

FARM TO FEET

Farm to Feet, makers of 100 percent American-made socks, has expanded its offering of sportsmen socks with a women’s collection for fall 2014. The company views female hunters as the fastest-growing segment in the market, and one that has been woefully underserved. The new collection is designed to meet women’s needs for staying warm and comfortable in treestands and duck blinds, or while hunting big game. The line consists of four models, each of which features the company’s Comfort Compression Fit, a 100 percent seamless toe-closure, and a reinforced heel and toe for extra durability. The Englewood is an extended-crew medium-weight sock with a logo of a leaping stag. It has full-density cushioning throughout the leg and foot to provide additional comfort. The Concord is a medium-weight sock with full-density cushioning throughout the leg and foot and features a flashing rainbow trout. The Ansonville is an over-the-calf sock to wear with waders or hunting boots. This medium-weight sock features full-density cushioning throughout the leg and foot. The Wrightsville is a stylish medium-weight sock designed for long-lasting everyday comfort with full-density cushioning throughout the leg and foot, and featuring swallows. SRP: starts at $23. Booth #10840. (877-805-5254; farmtofeet.com)

each. Booth #10119. (800-386- chest pocket, two large hand- SRP: $350, jacket; $312, pant. pants, they’re designed for the 7839; badlandspacks.com) warmer pockets, and an internal Booth #12740.(801-876-2711; active outdoorswoman, and offer storm flap with a fleece-lined beard browning.com) form-fitting comfort at the waist guard. with room in the hips and thighs. Browning Using a fully constructed waist Sizes: XS–XL. SRP: $129.99. ➣ The new XM Elite line of premi- with a zippered fly, the pant also Prois Booth #10223. (970-641-3355; um apparel will deliver high-quality, features belt loops and a no-slip ➣ Available in stone and khaki, proishunting.com) warm, and completely waterproof rubberized strip. The hip pockets Prois’s new Adventure Pants were technical performance. The Soft have waterproof zip closures, and created to be worn on safaris, on Shell Jacket and Pant feature fully an oversize pocket on the right the range, and on hunts above the River’s West taped seams, and the three-layer thigh has a waterproof zipper clo- timberline during warmer weather. ➣ Capitalizing on retailer Pre-Vent fabric keeps hunters dry, sure. Articulated patterning pro- Made from a stretchable, light- demands for scent-controlling even in a downpour. vides comfort and additional free- weight polyester/spandex blend, the hunting products, River’s West The jacket has an attached hood dom of movement. Available in pants feature zippered back pock- will unveil a new midweight out- and underarm pit-zips to provide Mossy Oak Break-Up Infinity or ets, a drawstring at the cuffs, and erwear line, which it calls Silver ventilation. It features a welded Realtree Xtra camo in sizes S–3XL. deep front pockets. Like all Prois Strike Fleece, that incorporates

Browning The MOUNTAIN KHAKIS XM Elite line of apparel has taped seams, handwarmer pockets, The durable Ranch Shearling Jacket combines a cot- and underarm ton and Spandex canvas outer shell with an acrylic- pit-zips. polyester shearling fleece lining to keep the wearer exceptionally warm. Hand-warmer pockets are easy to access, and the other four pockets use snap closures to keep items secure. The jacket is designed for core outdoors enthusiasts from Maine to Washington looking to make and maintain a stylish lifestyle statement. Colors include Granite, Terra, and Yellowstone. SRP: $164.99 Booth #15427. (866- 686-5425; mountainkhakis.com)

38 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 PRODUCTS

Prois Available in stone and khaki, odor control. As the initial silver Camo options include Realtree AP Adventure Pants are made from a ions are consumed by this interac- Xtra, Mossy Oak Break-Up, and lightweight, stretchable polyester/ tion, more silver ions are released Infinity. SRP: $119.99. Booth spandex blend. The pants have zip- and the process continues. #10842. (800-683-0887; pered back pockets and a drawstring This technology has proven riverswest.com) at the cuffs. highly effective in protecting fabrics from odor-causing and other Dow Silvadur directly into each nuisance microorganisms. It will Rocky of the product’s fleece liners. provide durable, antimicrobial pro- ➣ Rocky has expanded its Pro Silvadur antimicrobial combines tection through more than 50 Hunter apparel collection to the efficiency of silver with a poly- washing cycles. include the Pro Hunter meric delivery system. When River’s West will offer three new Convertible Parka, a versatile vest/ organisms land on the surface of midweight products in this Silver parka for fall 2014. The outer jack- treated fabrics, the free silver ions Strike antimicrobial category. They et features 200 grams of MicroPoly interact with them, resulting in include a jacket, pant, and vest. Tricot, an athletic-inspired perfor-

1816 BY REMINGTON

The Outfitter Sweater is windproof, water-resistant, and warm. The trifecta fabric incorporates three weather-resistant layers, which allows the wearer to be completely impervious to the cold and damp. The sweater offers a functional combination of a wool-blend face, a soft-fleece inside, and a micro-thin high- tech membrane between the two surfaces. British Millerain washable-waxed canvas patches protect the zipper welts and extend from the elbow to the cuff. There’s an easy, side-access pocket on the chest with snap closures on both sides. Other smart features include cable-stitched front and back yokes and an S.Café composite fiber in the knit to control odors, wick moisture, and retain heat, all while making drying time quicker. SRP: $198. Booth #15427. (888-736-1816; remington1816.com) PRODUCTS

mance material, and a Rocky Sitka riding exposed on horseback (or in internal sleeve cuffs, and a drop- Waterproof shell with a removable ➣ For 2014, Sitka will introduce an ATV) in extreme temperatures. away hood for improved visibility. hood. The reversible vest includes the Blizzard Series, the final addi- With a design that fits close to the The jacket, which uses PrimaLoft 150 grams of Thermolite insulation to its cold-weather system. body, the Blizzard Jacket features Down Blend Silver with a Gore-Tex tion and DWR rip-stop construc- The new outerwear system locks articulated patterning and minimal laminate, weighs in at an ultralight tion. the wearer into a Gore-Tex vault bulk. This allows for greater free- 46.4 ounces. Rocky SIQ technology in both insulated with 650 fill power of dom of movement without bulk— The Blizzard Bib’s specifications parts of the garment controls odor white duck down blended with bowhunters wearing the jacket will include welded and watertight zip- at the microbial level. Together, PrimaLoft ultra-fine-denier fibers. still be able to draw the bow unen- pers, an extra-high back overlap for the jacket/vest combination has a When the Blizzard Parka is cumbered. warmth, quiet-snap cargo pockets, total of nine pockets for utility in paired with the Blizzard Bib, it The Blizzard Parka’s specs include and a durable outer fabric. The bibs the field. Available in Realtree Xtra becomes essentially a walking sleep- a RIRI waterproof front zipper, weigh a feather-light 39.9 ounces and Mossy Oak Infinity in sizes S ing bag that’s 100 percent water- welded and watertight zippers, and and come in tall and regular cuts. to 3XL. SRP: starts at $229.99. proof. This is an ideal combination two handwarmer pockets. There is The insulation is PrimaLoft Down Booth #11340. (740-753-1951; for long periods of low activity on an array of zippered pockets, with Blend Silver with Gore-Tex lami- rockyboots.com) the tundra, sitting in treestands, or an overlap for increased protection, nate. The exclusive camo is Gore

Rocky The Pro Hunter Convertible Parka contains a versatile vest. The outer jacket features 200 grams of MicroPoly Tricot and a waterproof shell. The reversible vest includes 150 grams of Thermolite insulation and DWR (durable water repel- lent) ripstop construction. Rocky’s SIQ technology in both jacket and vest controls odor at the microbial level. In all, the combo boasts nine pockets. PRODUCTS

ALASKA TEST: under armour’s infrared werewolf jacket

Sometimes it’s what you choose to wear under an outerwear shell that can make all the difference in keeping you warm in extreme conditions. Late last fall, I hunted predators in Alaska on ATVs and snow machines with Under Armour’s Werewolf hoodie jacket as my primary insulation under a Gore-Tex outerwear shell. The ultra-light athletic-cut hoodie jacket uses PrimaLoft as the insulator with UA’s Infrared thermo- conductive pattern to keep heat in. The variation in field temperatures on a single day ranged from 25 °F to -10 °F. The trim cut and insulation were a marvel in efficiency. It allowed me to often lose the outer shell when snowshoeing to a hunting site. In short, the jacket was highly practical due to the thin profile and highly efficient insulation. So much so, in fact, that it became daily wear. So, whether it’s a trip to the deer stand or a drive through the woods, your customers will love this do-everything garment in any weather. Sizes S–XXXL, SRP: $185.99. Booth #11040. (888-727-6687; underarmour.com).

Sitka The Blizzard jacket locks the fleece. The jacket’s sleeves are wearer into a Gore-Tex insulated lined with quilted taffeta, ideal for vault with duck down as well as pulling on additional layering gar- PrimaLoft insulation. ments. The rolled shoulders eliminate a Optifade, Concealment Open top seam, and the triple-needle Country, 155G/M2. Sizes: M to stitching offers extra durability. A 3XL. SRP: $699, jacket; $589, bibs. three-piece hood with a draw cord Booth #10328. (707-253-1122; and an interior wind flap provide sitkagear.com) protection against the cold. The Redford has an interior chest pocket with a Velcro closure, and kangaroo Wolverine pockets for convenient and secure ➣ The Wolverine Redford Jacket storage. Available in fall 2014 in combines the heavy-duty durability Dark Olive, Black, Gravel, and of 12-ounce, 100 percent cotton Bison in Men’s M–XXL. SRP: $80. duck canvas cloth cradled in the Booth #10540. (800-545-2425; plush comfort of soft Sherpa wolverinebootsandshoes.com) FEATURE

“One reason Diversity in the they don’t participate Shooting Sports is they don’t see A new NSSF report examines a large population of themselves potential hunters and shooters By Brian McCombie as actively s part of its ongoing mission to expand marketing opportunities for its mem- being bers, the National Shooting Sports Foundation (NSSF) commissions, pre- pares, and distributes a variety of reports related to the shooting industry. marketed to,” One such recent report, “Understanding Diversity in Hunting and Shooting Sports,” points to an important but often ignored facet of the American says Curcuruto. shooting market—non-Caucasian groups.

A million more people going afield in search of game. Similar participation data by ethnic groupings does not exist for recreational shooting. But using some extrapolation from the hunting data, it is clear that boosting recreational shooting within these three ethnic groups, even modestly, could add millions of new shooting sports consumers to the mix. Actually, many of the respondents already had firearms in the household; 55 percent of white households, 45 percent black, 51 percent Hispanic, and 39 percent Asian reported one or more firearms in their household. Another positive was that respondents did not, as a group, have poor or negative feelings about frequenting the businesses that support the shooting sports. According to the report, “Generally speaking, the majority of respondents in each ethnic group indicate they feel welcome at shooting ranges, firearms stores, and firearms departments in large sporting goods stores.”

The NSSF report “Understanding Diversity in Hunting and Shooting Sports” Representation reveals that many blacks, Hispanics, and Asians have a gun in their home, yet they Is Crucial don’t visit the range or go afield to hunt in comparable numbers. ➤ The really good news? Approximately half or better of “NSSF members tell us what Associated Recreation. Market ticipation in the shooting sports,” respondents said they had an inter- type of topics they’re interested in, Decisions Corporation also con- says Curcuruto. est in the shooting sports. So, and the kinds of topics and issues ducted online data collection to Although Hispanics, for example, given all these pluses, why don’t they need information about,” says provide a geographic representa- represent 14 percent of the U.S. more people from each of these Jim Curcuruto, NSSF director of tive sampling of the U.S. popula- population, only two percent of three groups participate in hunting industry research and analysis. tion for the target audiences. Hispanics aged 16 years and older and recreational shooting? “One topic we were asked about Ethnic categories, as defined by hunt, according to the USFWS “One reason is they don’t see many times was diversity in the the U.S. Census Bureau, were 2011 National Survey. Blacks rep- themselves as actively being mar- shooting sports and how manufac- white, black, Hispanic, and Asian. resent 12 percent of the popula- keted to,” says Curcuruto. turers and retailers can better mar- A total of 6,000 respondents (1,500 tion, yet just two percent of them A quick perusal of most firearms ket to these various groups.” from each ethnicity) participated in 16 and older hunt, too. Asians publications, for example, will The research for the report was the online surveys, which were showed the largest gap; they are reveal an overwhelming number of conducted and summarized by conducted in November 2012. All five percent of the population, yet advertisements featuring whites, Market Decisions Corporation, an participants were screened to meet less than one-half of one percent of with few to none of other ethnic experienced marketing firm located various criteria. Asians over 16 are hunters. groups incorporated into these ads. in Portland, Oregon. Population, Extrapolating from the hunting If people from various ethnic ethnic, and demographic informa- participation data, if blacks, groups are not presented in indus- tion was drawn from U.S. Census The Ethnic Gap Hispanics, and Asians hunted at try marketing and advertising, the databases. Hunting participation ➤ “As many in the firearms indus- the same levels as whites (approxi- effect over time can be to suggest, data was garnered from the U.S. try had suspected, and the report mately seven percent of whites at least subconsciously, that these Fish and Wildlife Service confirmed, there is a very large gap hunt, according to USFWS), we activities are not really for them. (USFWS) 2011 National Survey of between these groups as a segment would see a 25 percent increase in How to better market to these Fishing, Hunting, and Wildlife- of the population versus their par- the number of hunters, with 3.5 groups? A good, and relatively

44 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE Follow the Money NSSF studies the

economic impact of Target shooting contributes $9.9 billion per year to the American economy. target shooting Combined with hunting, the impact makes the shooting sports a $50 billion in America economic powerhouse. By Shane Townsend f all the issues on the minds of Americans—and on the TARGET TERRITORY lips of lawmakers—two seem omnipresent: the economy The NSSF report “Understanding Diversity in and firearms. A report on Hunting and Shooting Sports” reveals a market for targetO shooting from National Shooting TOP 5 TARGET SHOOTING the shooting sports that’s potentially quite large. Sports Foundation gives new insight into STATES IN 2011 the connection between the two. The easy, starting place is to create advertisements findings reveal an economic giant, paint- California’s 1.7 million target shoot- that include images of people from the above- ing a more complete picture of the eco- ers spent a combined 39 million mentioned ethnic groups. nomic importance of the firearms industry. days target shooting and contribut- Manufacturers and retailers that want to pro- 1 ed some $1.6 billion (including the multi- mote hunting-related products to these ethnic plier effect) to the local, state, and groups may also have to consider advertising Since 1955, the Fish and Wildlife Service’s national economy. (The multiplier, or rip- beyond the traditional outdoor publications. National Survey of Fishing, Hunting, and Wildlife- ple effect, identifies the total amount of Hiring minorities to assist in such marketing Associated Recreation has quantified the combined spending that occurs in the economy as efforts could be a big help, too. economic impact of wildlife-based recreation— a result of target shooter’s spending.) everything from hunting and fishing to wildlife viewing. Subsequent reports, such as NSSF’s Texas’ 1.7 million target shooters A Vast, Untapped Market Hunting in America: An Economic Force for spent a combined 31 million days ➤ Of note, the report found that, “Athletes are Conservation, have detailed the economic impor- target shooting and contributed the most often mentioned influential role mod- tance of hunting on both a national and state level. 2 some $1.5 billion to the local, state, and els in the black, Hispanic, and Asian ethnic But, target shooting has remained unexamined until national economy. groups (29 percent white, 32 percent Hispanic, now. “NSSF’s Target Shooting in America report 40 percent black, and 38 percent Asian).” A provides information that has been previously Pennsylvania’s nearly 1 million more ethnically oriented marketing campaign unavailable,” says Jim Curcuruto, NSSF’s director target shooters spent a combined may take advantage of this athlete connection, of industry research and analysis. The report, pro- 18 million days target shooting especially as many professional athletes are duced in conjunction with Southwick Associates, 3 and contributed some $825 million to already active hunters and recreational shooters. examines the practices, preferences, and purchases the local, state, and national economy. The potential market here is quite large. As of target shooters in all 50 states, presenting a vivid the report discovered, “Roughly half of non- image of their economic importance. New York’s nearly 1 million target firearm households in non-white ethnic groups Every year, millions of Americans enjoy plinking shooters spent a combined 33 indicate they would be likely to become with rifles in pastures, punching holes in paper million days target shooting and involved in shooting sports if they had the with pistols at ranges, shooting clays at clubs, blast- 4 contributed some $817 million to the opportunity to learn at a range. Roughly a third ing black powder, and otherwise tagging targets. local, state, and national economy. of non-white ethnic groups indicate they would The target-shooting community collectively be likely to become involved if firearms safety spends some 446 million days and $9.9 billion dol- Michigan’s 800,000 target shoot- classes were taught by a member of their ethnic lars per year pursuing the pastime. In 2011, that ers spent a combined 21 million group…or by someone in their community.” investment translated into some 185,000 jobs, $7.6 days target shooting and contrib- Using the report as a baseline, NSSF will now billion in wages, $13.7 billion in annual GDP con- 5 uted some $727 million to the local, begin working with the shooting sports industry tributions, $1.6 billion in local and state taxes, $1.8 state, and national economy. to find ways to better market to these ethnic billion in federal taxes; and—considering a “multi- groups, and it will share these ideas and meth- plier effect”—contributed a total estimated $23 bil- ods with NSSF members. lion to the national economy, according to Rob “We’ve seen that nothing helps bring in new Southwick, president of Southwick Associates. report offers something more. “It complements hunters like members of their own social groups The report also highlights three key target- what we know about hunting,” he says. “We already asking people if they’d like to try hunting,” says shooting trends. First, rifles and handguns run neck knew hunting contributes $38 billion to the econo- Curcuruto. “Having black, Hispanic, and Asian and neck for preferred target-shooting firearms. my. Now, we see target shooting accounts for hunters and recreational shooters inviting their Shotguns place third, and blackpowder firearms are another $9.9 billion. So now we’re looking at about friends, family, and co-workers to go hunting or in fourth place. Second, across firearms types, $50 billion. But when you factor in the multiplier shooting would be huge. NSSF is planning to plinking and sighting-in are the favored activities. effect, you’re now talking about more than $110 expand upon this research in 2014.” Third, handgun shooters spend more days shooting billion in economic impact from the two.” NSSF members can read “Understanding than any other group, a trend the report attributes Given that many political decisions are really Diversity in Hunting and Shooting Sports,” and to accessibility of handgun ranges in urban areas. economic decisions, these numbers tell a compel- many other industry reports at nssf.org/ The report finds that the target-shooting com- ling story—the American economy greatly bene- research. You can also contact Jim Curcuruto by munity is larger than the population of New York fits from the shooting sports. NSSF members phone at 203-426-1320 x234 and by e-mail at (estimated to be 19.6 million) and, on its own, is an may access the full report, as well as other [email protected]. economic giant. But, Curcuruto says, the new research, at nssf.org/research.

48 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE

importance of all the items in question. The overall ranking is unconscious on the part of the respondent, and therefore more Scoping Out reliable. The study results are published in NSSF’s First-Time Gun Buyers Report and reveal a number of important facts. First, most first- New Shooters time buyers tend to have some training, often informal, before NSSF’s First-Time Gun Buyers Report sheds light on going out to buy their gun. Of those that had training, about 44 who the new shooters are and what they want percent said a family member showed them how to use a gun; 34 By Robert F. Staeger percent paid for training; 23 percent got pointers from a profes- t started with pushback. A few years ago, there was a notion moving around anti-gun sional; and almost 16 percent got circles that though gun sales were rising, the market was being driven by existing gun advice from personnel at the local owners buying guns by the truckload. The National Shooting Sports Foundation range or gun club (there’s some knew that wasn’t the case, but wanted data to counteract the idea. In its annual fire- overlap to the numbers). Only 17.6 arms retailer survey, the question was asked: “In your opinion, what percent of your percent had no training whatsoever customers were first-time gun buyers?” before their purchase. “First-time gun buyers are getting their first I training from a friend or family The results were eye-opening. In “Retailers were telling us that peo- member,” says Curcuruto. 2010, hundreds of retailers report- ple were coming back from their “They’re doing their due diligence, ed an average of 20.8 percent of “We wanted service in the Army or Marines, then heading to the gun store.” their customers were first-timers. and they wanted a firearm similar Once the purchase is made, more By 2012, the newcomer rate rose to screen out to what they carried during their training occurs. Handgun training to 25.8 percent. tours,” says Curcuruto. “Also, our is undergone by nearly 40 percent Jim Curcuruto, NSSF director of people that community has open arms in that of respondents; hunter education industry research and analysis, saw a were anti-gun an existing target shooter might and concealed-carry classes are lot of potential in those numbers— bring a friend to the range, and attended by a little more than 22 not only as a way of dismissing that from even now those friends enjoy it and percent each. And even more of anti-gun argument, but also as ter- want their own gun. Females are the respondents are planning to ritory to be explored through fur- seeing the purchasing firearms because they take training within the next six ther research. “The data showed survey. We appear more mainstream with the months. that the industry is being handed a likes of reality shows, and they “Teaching newcomers the rules huge group of new customers,” he asked a lot want firearms for personal protec- of firearm safety is an absolute,” says. “We didn’t want to squander tion. It was kind of like the perfect says Curcuruto. “Statistics show this great opportunity—think about of qualifiers storm. There is a lot going on with firearms-related accidents near all- the cigar and flyfishing trends that to get to first- this new segment.” time lows, and established shooters came and went—so NSSF funded So, NSSF decided to dig a little need to teach safety above all else additional research to dig deeper time firearm deeper, contracting with another to the new crop of gun owners. into this new segment.” research group, InfoManiacs, to do Invite someone to come along, but This new group proved more purchasers, a study completely focused on first- teach them safety, as most respon- diverse than the stereotypical “old and we ended time gun buyers. InfoManiacs sible gun owners are doing. Then white guys” at the range. A study worked with a top sampling compa- these people go out, they buy a NSSF conducted with the research up getting ny, uSamp, to get a representative gun, and they know how to use it firm Responsive Management, sample of new gun buyers. “It’s a the right way.” entitled, “An Analysis of Sport about 700 hard sample to get,” says Curcuruto. Shooting Participation Trends responses.” “We didn’t just want people taking 2008–2012,” revealed that they the survey for the sake of the survey. Frequent Shooters were “a little bit younger, skewed a We wanted to screen out people ➤ There’s more good news: A siz- little bit more female, and a little —Jim Curcuruto, that were anti-gun from even seeing able percentage of new gun owners bit more urban,” says Curcuruto. NSSF director the survey. We asked a lot of qualifi- are using their guns frequently. “Exactly what we were looking for ers to get to first-time firearm pur- While 24.6 percent fired their guns to expand participation.” of industry chasers, and we ended up getting “a few times in the past year,” about 700 responses.” nearly as many (23.8 percent) are research and shooting “several times a month.” Changing Demos analysis That constant usage is a good sign ➤ “It is vital for any recreational Fresh Methodology of someone who will be a regular activity, and especially our constitu- ➤ The survey also incorporated a customer—not just of ammunition, tionally protected one, to remain fresher methodology than a lot of but of more guns and gear in the relevant in a changing world,” says other efforts. Instead of merely future. NSSF president Steve Sanetti. “It is ranking items on a scale of 1 to 10 “We’ve got to think long-term,” this reality that drives us to intro- (a process most people are familiar says Curcuruto. “If or when things duce the shooting sports and the enough with to render less useful), slow down, we don’t want these wholesome enjoyment of recre- a technique called MaxDiff asked people to be one-and-done, to buy ational shooting to new generations respondents to evaluate a field of their first gun and lose interest in of Americans, which are increasing- options, and rank one most impor- it. The industry needs to find ways ly diverse. This requires new think- tant and one least important. Then to keep them participating, all the ing and fresh approaches, and we it presents another field of options, while emphasizing that it’s the first are eager to welcome any responsi- and does the same. After several of step in a hopefully long-term pro- ble participant into our fold.” these questions (which often repeat cess.” A number of different factors items in the various options given), Part of finding the right message explain the demographic change. an algorithm is able to rank the is understanding what brought

50 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE

The 2014 NSSF Industry Summit will be held this June in Springfield, Massachusetts. Its primary goal will be to define best industry practices for increasing shooting sports participation in the years ahead.

All Hands on Deck NSSF Industry Summit seeks your input By David Draper ater this year, the National Shooting Sports Foundation will hold a meeting NSSF’s First-Time Gun Buyers Report is among the of the minds in Springfield, Massachusetts, and the organization wants your many research reports available for free download brain—with you attached—to attend. The 2014 NSSF Industry Summit to NSSF members at nssf.org/research. event, to be held June 9 to 11, is designed to allow organizations with a vest- edL interest in hunting and shooting sports to provide input into how we can all shape these new buyers into the store in the first the future of our industry. It will bring together a diverse group of attendees to focus place. The First-Time Gun Buyers Report on recruitment and retention of participants in hunting and the shooting sports. offers insight in that area, too. Reasons for first purchase included home defense, self-defense, and wanting to go shooting with friends and “The NSSF Industry Summit Summit always offers a superb and hunting industry continues family. Other reasons, such as “I bought my attracts key decision makers networking opportunity.” the momentum, the Task Force first gun for political reasons,” were not as from all segments of the fire- has created Models for Success important. arms industry—manufacturers, to engage states, ranges, and “So we are starting to understand the mindset state and federal wildlife agen- Task Force even retailers in projects to of this new group,” Curcuruto says. “Whereas cies, non-government organiza- 20/20 boost hunting and target shoot- political reasons may be a big reason for existing tions, media, shooting ranges, ➤ The 2014 Summit’s primary ing participation. gun owners to buy that next gun, that isn’t as firearms retailers, and the con- mission will be to share dynam- “The Models of Success are much of a factor for a first-time purchaser. servation community,” says ic and repeatable best practices essentially pilot programs that We’ve identified that there’s a new group out Chris Dolnack, NSSF senior that were originally developed can be easily duplicated,” says there, and we’ve identified that the new group vice president and chief market- to meet the broad Task Force Schilling. “They’re designed to has a different demographic. Now we want to ing officer. “It is the one place 20/20 goal of increasing hunt- reach and and recruit large make sure we don’t neglect them.” where all stakeholders with the ing and target shooting partici- numbers and are intended to be “Once we have introduced prospective new- ability to impact hunting and pation by 20 percent by the end implemented nationwide for comers to the shooting disciplines, we must sus- shooting participation gather of 2014. Originally, that lofty years to come. Already, some of tain their interest by mentoring them and wel- specifically to address common goal was thought to be the Models of Success pilots coming them to the retailers, ranges, and our challenges and discuss proven unreachable by some skeptics have been initiated through hunting fields, and by identifying access to easi- solutions that can be easily rep- within the industry, but through various state agencies, and we ly reachable places to hunt and shoot,” says licated elsewhere.” hard work, innovations, and the are seeing positive results.” NSSF president Steve Sanetti. “Our First Shots, The 2014 Summit will be cen- collaborative efforts from key These Models of Success and WingshootingUSA.org, WhereToHunt.org, and tered around the mission of Task players across the industry, the the overall efforts of Task Force WhereToShoot.org initiatives are great places to Force 20/20, which was formed 20 percent goal looks to be not 20/20 will be a primary focus of start. But it will take personal interest on the at the 2008 Summit. The goal of only within reach, but, perhaps, the 2014 Industry Summit. part of individuals in our community to support Task Force 20/20 was to create a too low. This should be enough incen- and nurture the interest of newcomers and keep 20 percent increase in participa- “We were able to gather some tive to attend for anyone with them coming back.” tion in both hunting and the participation numbers from var- the shared common interest of “And that’s what we’re doing now,” says shooting sports by 2014, and ious organizations for 2008 increasing the hunting and Curcuruto. “We’re figuring out what’s the best this year’s three-day conclave through 2012, and we are show- shooting sports customer base, message to keep these newcomers from buying will highlight proven models of ing a 38 percent increase among including state and federal one gun and being done, to get them joining a success in concisely structured the various recruitment and agencies, hunting and shooting local IDPA, going to try trap, buying a shotgun, TED-style talks, expert presen- retention programs and events,” organizations, manufacturers, and possibly crossing over into hunting. We want tations on encouraging demo- says Melissa Schilling, NSSF shooting ranges, retailers, non- to identify the right messaging to make them life- graphic diversity among new director of recruitment and government organizations, and long gun owners. It’s important for the economics participants, and information retention. “We will still be gath- media. of the industry, and it’s also important for political about changing how we commu- ering information from 2013, “We would like to see all who reasons. You have more gun owners, you’re going nicate to prospective participants and, of course, 2014 to measure are dedicated to preserving and to have more pro-gun people out there. For both and non-hunters and shooters. our success, but we should all be promoting shooting and hunt- those reasons, it’s important that the industry “We’re excited about a new proud of what we have accom- ing attend the 2014 Industry learn about this new group and make sure we newsmaker panel that offers plished as an industry.” Summit,” says Steve Sanetti, don’t neglect them.” perspective on how some prom- Although Task Force 20/20 NSSF president. “We need all NSSF members can download both the inent members of the media originally placed an end date of hands on deck in regards to the “Analysis of Sport Shooting Participation Trends were introduced to shooting 2014 on its mission, the initia- future of hunting and the 2008–2012” report and the First-Time Gun Buyer sports and how the industry can tives and programs that have shooting sports. Your continued Report free at nssf.org/research. NSSF’s Firearm get our message out more effec- helped it reach its intended goal involvement will play an impor- Retailer Survey Reports are available for purchase: tively,” says Dolnack. “And, of will go forward well into the tant role in making this event a $50 for members, $500 for nonmembers. course, the Shooting Sports future. To ensure the shooting success.”

52 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE NSSF PAC in Action Inside the NSSF Political Action Committee By Shane Townsend n 1991, U.S. Sen. Alan Simpson (R-Wyo.) stood before an audience at the Dallas, Texas, SHOT Show. “In politics, you have a choice,” he said. “Take part or get taken apart.” In a sentence, he educated a crowd of sportsmen, com- pelled firearms industry leaders, and put into words a mantra for all who want a voice in America’s political processes. Now, as the nation considers the future of firearms, parties on both sides of the debate are doing everything they can to make sure their voices ring in the halls of Congress. Within the pro–Second Amendment community, more I and more people trust the NSSF Political Action Committee to help make that happen. In April 2010, amid threats to the shooting- also supported the National Republican members.” Then, as members of the U.S. sports industry, the National Shooting Sports Congressional Committee and The Freedom Senate and U.S. House of Representatives, these Foundation bolstered its government relations Project, and contributed $5,000 to Gov. Mitt lawmakers make sure those shared values are efforts. It formed a federal Political Action Romney’s run for the White House. While the represented. Committee, or PAC. incumbent held the presidency, the industry In general, this promotes a favorable political “We created the PAC,” says NSSF PAC trea- realized victories elsewhere. All seven NSSF climate for the firearms industry and those who surer Lawrence Keane, “to support candidates PAC–supported candidates for House of rely on it for jobs, recreation, and tradition. for federal office who support the Representatives and two for the Specifically, since 2010, that representation has Second Amendment, who are pro Senate won their election bids. Most helped balance anti-gun dialogue, discourage industry, and who respect hunting important, according to the NSSF anti-gun legislation and regulations, and support and shooting-sports heritage in the PAC, a bipartisan, pro-gun majority initiatives such as the Firearms Excise Tax United States.” was preserved in the House and Improvement Act of 2010 (H.R. 5552), the The first PAC, organized by the Senate. Firearms Microstamping Evaluation and Study Congress of Industrial Organizations, supported Midway through 2013 (the latest available fig- Act of 2010 (H.R. 5667), the Hunting, Fishing, President Franklin D. Roosevelt’s 1944 re- ures), support for the NSSF PAC is growing and Recreational Shooting Protection Act election bid. Ever since, PACs have given trade still. In just the first six months of the year, the (S.838/H.R. 1558), the Recreational Fishing and associations and other entities a way to partici- NSSF PAC raised some $181,000, three times Hunting Heritage and Opportunities Act (S. pate in political processes. PACs have since the amount raised in 2012. 2066/H.R. 2834), the Recreational Shooting exploded in number, cause, and regulatory com- Protection Act (H.R. 3440), the Polar Bear plexity, but, in essence, they all raise money to Conservation & Fairness Act (S.1066/ support candidates whose values align with The NSSF PAC in Action H.R.991), the Recreational Land Self-Defense those of a respective PAC. ➤ In the tangle of processes, personalities, Act of 2011 (S.1588/H.R. 1865), the Target The NSSF PAC is a nonpartisan, multi-candi- agendas, and angles in D.C. politics, the public Practice & Marksmanship Training Act (S.1249/ date, political action committee registered with is privy to little. So, on one hand it is imperative H.R. 3065), the Sportsmen’s Act of 2012 and its the Federal Election Commission (FEC). FEC that everyone participate; but on the other, it Hunting, Fishing and Recreational Shooting regulations for such PACs set solicitation guide- can be hard to demonstrate the full value of that Protection Act, and others. lines, limit individual contributions to $5,000 participation. There is rarely a guaranteed “if A, “What makes me most proud is how quickly per year, limit the PAC’s contributions to a can- then B” in politics. the industry has responded to the PAC,” says didate to $5,000 per election, and set other “What the NSSF PAC does,” says Jeffrey Yue, Keane, “how levels and sources of contributions guidelines. NSSF PAC’s custodian of records, “is identify have grown, and how that has allowed the PAC’s and support federal candidates who share the contributions to candidates to continue to grow. values of National Shooting Sports Foundation It was important in the 2010 and 2012 elections, Growth of the NSSF PAC and it’ll be important in 2014.” ➤ Within a month of registering with the FEC, the NSSF PAC held its first fundraiser. That event raised money for U.S. Rep. Ron Kind Future Challenges (D-Wis.), and it set PAC along a course of rapid ➤ All 435 seats in the House of Representatives growth, both in resources and reach. and 33 of the 100 seats in the Senate will be In 2010, the NSSF PAC raised a modest contested this fall, along with 38 state and ter- $10,600. That year, a total of $3,000 was dis- ritorial governorships, 46 state legislatures, and tributed among four candidates for the U.S. other state, local, and territorial races. There Senate (two Democrats and two Republicans) are no indications that the ongoing gun debate and another $4,900 supported another four can- will slow between now and then. To the con- didates for the U.S. House of Representatives trary, people on both sides of the issue will be (two Democrats and two Republicans). The working to raise their voices, rally support, and NSSF PAC dollars helped five pro–Second send to Washington candidates who share their Amendment candidates win office. values—and who will fight fervently to protect In 2011, contributions to the NSSF PAC tri- them. Firearms will be at the heart of the 2014 pled and reached $38,180. PAC supporters grew election, and those elected will help craft the to more than 50. The NSSF PAC distributed future of firearms in the U.S. $10,500 among four U.S. Senators (two “It will be important for PAC to help keep a Democrats and two Republicans) and another pro-gun majority of the House and Senate,” $5,000 among three Republican members of the says Keane. “Without a pro-gun majority, we U.S. House of Representatives. likely would have had a different outcome last The following year, the firearms industry year when the Senate voted on the various gun- responded to the opportunities of the 2012 elec- control proposals.” tions. Some 80 contributors donated a total Keane knows that maintaining a pro-gun $63,500 to the NSSF PAC—a 40 percent majority in Congress is no easy task. Just as the increase over the previous year. The NSSF PAC NSSF PAC is working to keep that majority, distributed $12,000 among seven candidates for other PACs are working against it. “We hope to the U.S. Senate (one Democrat and six Established in 2010, the NSSF PAC raises funds to continue to grow the NSSF PAC, to increase Republicans) and another $9,500 among six can- make campaign contributions to pro-gun legisla- the level of contributions, and to support candi- didates for the U.S. House of Representatives tors in the House and Senate, as well as other dates who best support the issues and liveli- (one Democrat and five Republicans). The PAC political campaigns pertinent to firearms rights. hoods of those in our industry.”

54 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE NSSF Premium Retailer Membership The industry’s trade association offers a new, elite level of service and benefitsBy Patrick Shay, NSSF Director, Retail Development key to the success of the industry that SHOT Business addresses, and that the National Shooting Sports Foundation represents, is the firearms retailer. It is obvious that the more resources NSSF can provide to its retailer members, the more successful not only those members of the shooting, hunting and outdoor trade will be, but also every other Aaspect of the chain that takes products from the manufacturer to the consumer. With this in mind, NSSF, in even research materials including the better fulfilling its mission to pro- Industry Reference Guide, Financial mote, protect, and preserve hunting Benchmarking Report, and Firearms and the shooting sports, has launched Retailer Survey. These reference tools a new tier of membership for retailers. should not only help ensure compli- Premium Retailer Membership is ance, but also encourage success and designed to offer the industry’s best continued growth. benefits to members in good standing Working the aisles of the SHOT who hold a Federal Firearms License Show may be the main purpose of a (FFL). At its heart is an unlimited retailer’s attendance, but show veter- defense fund to help retailers protect ans know that tremendous benefits their business against legal action can be attained off the show floor as taken by the Bureau of Alcohol, well. With that in mind, each year Tobacco, Firearms, and Explosives NSSF will provide its Premium (ATF) to revoke their FFLs. Retailer Members one ticket to NSSF will offer Premium Retailer SHOT Show University, the Members access to a select list of the renowned educational event that edu- industry’s best firearms defense attor- cates retailers on the latest tactics and neys and pay all attorney fees during NSSF’s Premium technology in marketing, merchandis- the pre-trial and trial process. Retailer Members (a ing, and compliance. Tickets to this A host of other great benefits are new, elite membership perennially soldout event usually cost included in this enhanced retailer option for retailer mem- NSSF members $250, but NSSF will membership. “NSSF has created the bers) get all the bene- provide a code for a free ticket to very best protection plan in the indus- fits of standard NSSF Premium Retailer Members. In addi- try for the firearms retailer,” says membership plus tion, they will be granted free access Randy Clark, NSSF’s managing direc- numerous research, to the VIP Member Lounge and tor of business development. “This educational, and legal Business Center. membership plan provides all of the benefits, including a materials and compliance training and site visit and a daylong support that any firearms retailer will audit from one of Enhanced Value ever need.” NSSF’s FFL Compliance ➤ Of course, Premium Retailer Consultants. Members receive all the benefits of regular retailer membership, includ- Legal & Compliance tants, who will conduct a daylong call to ask compliance questions. Fur ing discounted shipping rates, dis- Support audit of the store. NSSF has assem- thermore, if the ATF is in your store counted installation rates for POS, ➤ In addition to the unsurpassed lev- bled the strongest group of former conducting an audit, experts will be discounted rates for background els of training and support in compli- ATF officials, each with more than 25 just a phone call away to inform you check services, discounted rates for a ance, Premium Retailer Membership years of experience, who have con- of your rights during an inspection. security system, discounted rates on provides an attorney support group ducted and overseen literally thou- Premium Retailer Members also credit-card processing system, and with no cap on fees, a VIP pass to the sands of FFL inspections. During the receive a copy of NSSF’s Compliance discounted rates on gun cases. Cost SHOT Show and a ticket to SHOT inspection, the consultant will review Compendium. This contains all of for this enhanced annual membership Show University, as well as the affinity firearms inventory, 4473 forms, and NSSF’s books, articles, and kits that is only $750 per year. program benefits that NSSF offers. Acquisition and Distribution (A&D) help a store stay in legal compliance, After reviewing the Premium “Other programs are available to books, similar to how the ATF would including A&D Book, 4473 Overlay Retailer Membership plan, Joe Keffer, firearms retailers,” Clark adds, “but during its store audits. At the end of (to help prevent errors in the comple- owner of the Sportsman’s Shop in we believe that NSSF Premium the visit, the consultant will list any tion of the form), “Don’t Lie for the New Holland, Pennsylvania, and Retailer Membership is by far the issues, and provide guidance on how Other Guy” Retailer Kit, Take Stock member of the NSSF Board of most service-oriented option in our to correct them. Once the firearms DVD (demonstrating the importance Governors, says, “For any retailer, industry. We say, ‘Protect your busi- retailer has gone through the site visit, of routine firearms inventories), a large or small, this membership is a ness with the best in the business.’” the retailer has a direct line to the complete set of operational manuals, no-brainer. In view of the educational As previously mentioned, at the consultant. If any questions or follow- and articles on “How to Conduct an materials, levels of support and train- heart of this program lies an unlimit- up is needed, the consultants are Inventory Like the ATF,” “When You ing, access to the best firearms attor- ed defense fund. It’s there if a retailer ready to provide the retailer expert are Inspected,” and “Top 10 neys, and unlimited funding for needs it. The thrust of the program, and fact-based assistance and guid- Inspection Findings and How to defense, in case something does hap- however, is the training and support ance. Unlike other programs, follow- Correct Them.” pen to your FFL, this is simply the for the firearms retailer so legal assis- up phone calls and direct communica- best program for the money that is tance does not become necessary. tion with the consultant do not incur available to our industry.” One of the most important services extra charges; everything is covered Research & For more information on Premium available to NSSF Premium Retail under the membership dues. Education Retailer Membership, contact Members is a site visit from one of Premium Retailer Members have ➤ In addition, Premium Retailer Samantha Hughes, member services NSSF’s FFL Compliance Consul access to a free NSSF 24/7 hotline to Members receive a number of NSSF coordinator, at [email protected].

58 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE

Now ensconced in its new home in New Hampshire, SIG Sauer is ready to meet increased demand for its products.

of product management, “we’ve invested significantly in infrastruc- Robust Forecast ture, machining capacity, technology, engineering, and R&D.” SIG Sauer doubles production capacity and looks The fruits of the investments are evident in just the past few years. ahead to new demand By Shane Townsend Since 2011, SIG has begun producing bolts, bolt carriers, and barrels in he Northeast is both the birthplace of America’s 150-year firearms manufacturing house. The benefits include tighter tradition and the epicenter of today’s frothy firearms debate. And while demand for specification controls, cost efficien- firearms outpaces production, manufacturers in Connecticut and elsewhere must cies, and quicker response to clients. consider their “Gun Valley” traditions and reconsider their residential tenure. In 2013, SIG expanded its public Meanwhile,T SIG Sauer is settling deeper into their New Hampshire home and focusing on safety offerings with the new SIG the business at hand. Last year, the manufacturer doubled manufacturing space and produc- MBX submachine gun (SMG) and tion capacity. New lines are on the way. And, SIG says, this is just the beginning. the SIG-SD silencers. Then Outdoor Life gave “Editor’s Choice” and “Great Buy” awards to the SSG Coming to America them. And they weren’t inexpensive.” base that today includes NCIS, 3000, a rifle that SIG cut in price ➤ In 1984, if you’d asked an Americans shoot, shelter, and show Texas Rangers, military and law from $3,000 to $1,500— showing American if he had a SIG, he’d like- the firearms of our fathers. Straight enforcement agencies abroad, and SIG’s ability to balance quality, inno- ly have handed you a Marlboro. Few away, SIG had a particular set of civilian gun owners. vation, and affordability. Now, SIG is here were yet familiar with the fathers and mothers in mind: U.S. doubling its manufacturing space. battle-proven history of SIG Sauer. military and public safety profession- Nor were they familiar with the als. Here quality and dependability Beyond the precision manufacturing that would translate into success and talk of cost Backlog Right at Home one day make SIG synonymous with is balanced with that of saved lives. ➤ “The demand for SIG increases ➤ SIG Sauer is at home in the state quality in the U.S. With early acceptance from the U.S. every year, particularly as they Jeff Creamer calls “a bastion of com- In 1985, when SIGARMS—the Naval Surface Warfare Center and expand product lines,” says mon sense in the Northeast.” For 21 first American iteration of SIG the trust of the Navy SEALS, the McBride, “They have wait times. years, SIG has been a key part of a Sauer—incorporated in Virginia and P226 earned SIG a coveted place in But, they respond to the market bet- firearms industry that, according to began importing their German- the community. In 1990, with name ter than others so we’ve been able to Christopher Way, director of the made P220s, SIG held an immi- and network growing and opportuni- get more of their product out.” New Hampshire’s Division of grant’s position: new, heavily reliant ty plainly ahead, SIG began using its Everyone has a backlog. In part, Economic Development, generates on a few friendly connections, and craft to build American firearms in it’s a symptom of an era when the 4,000 jobs and $300 million per year. working in the shadows of gentry Exeter, New Hampshire. And, as the determination of some to ban guns In turn, the firearms-friendly state such as Colt, Smith & Wesson, and company introduced new lines and is exceeded only by the determina- invests in the industry. It has been Winchester, all of which were linked evolved its P-series pistols, a reputation of others to have what is theirs assisting with SIG’s expansion and to firearms with long histories. But tion emerged. by Constitutional decree. The advancing workforce development the manufacturer had history on its “Over the past 11 years I’ve put resulting purchasing boon has programs. And, there’s no sales or side as well: It was founded in 1853. some 20,000 to 30,000 rounds pushed manufacturers to their limits. income tax. So, when it came time to So, when SIG stepped into the U.S. through my SIG. I’ve never had a “Currently, firearms industry sales grow, SIG didn’t want to move far. some 130 years later, it brought a problem with it,” a diplomatic secu- are up about 26 percent,” says Bud Thanks to the Pease International quiet skill and the precision of an rity special agent (who preferred to Fini, SIG Sauer marketing vice Tradeport, just 16 miles north of outsider’s perspective. remain unidentified) told me. “If it president, “SIG Sauer has experi- Exeter, they didn’t have to. were a car, it would be a Mercedes. enced even better growth.” Pease is a 256-strong business hub The tolerances are precise. It’s well Much of SIG’s extra growth and Foreign Trade Zone accessible Ascension built and extremely accurate.” comes from international agencies by land, air cargo, or sea via the ➤ “We sold a few SIGs when they SIG’s outsider’s perspective paid with aging firearms stocks. SIG has Port of New Hampshire. At its came on the market,” says Butch off. Their quiet skill became one of been working smart to catch up and entrance stands a building that was McBride of McBride’s Guns, which the worst-kept secrets in the U.S. get ahead. used to manufacture electronics for has served Austin, Texas, for 53 firearms market. One purchase at a “Over the past several years,” says Celestica from 1998 to 2003. When years. “But not many people knew time, SIG developed a loyal client Jeff Creamer, SIG Sauer’s director SIG discovered the building, it

60 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE

uncovered an opportunity—Pease, a three-state workforce, and the regional economy. It was perfect for SIG’s expansion. Not so fast, SIG, said some in neighboring Newington. The discontentment and discourse distilled was akin to: “We don’t want a shooting range. The property isn’t zoned for this. War is wrong; we don’t want your guns.” SIG met with the Newington planning board to assuage concerns. The company told the board that firing ranges will be 25 miles away at the SIG Sauer Academy, and that all its manufacturing adheres to use requirements. As for the final concern, SIG essentially said, “Well, that’s up to the Pease Development Authority.” “Some people couldn’t be made happy that a gun manufacturer was coming in,” says David Mullen, PDA executive director. “But, SIG is an important manufacturer that strengthens our economic base. And, we are very pleased they’ve cho- sen Pease for their expansion.” SIG received word of its acceptance in March 2012, when the PDA unanimously approved a lease with an option to buy the Celestica building. With markets waiting impatiently, SIG has since initiated a $40 million investment in their new U.S. manufacturing center. After some 18 months of planning, transferring operations, installing machinery, hiring staff, and otherwise making ready, SIG is now fully operational at the Pease facility. “The Pease facility gives us 206,000 square feet on top of the 150,000 at Exeter,” says Creamer. “It’s a dramatic step forward in our production capacity.” And, he explains, the combination of space presents opportunities for new logistical and manufacturing efficiencies. “For example, we may have the flexibili- ty to say, ‘Okay, barrels come from that building. The rest of the machining happens in the new facility. And the other building is for engineering R&D.’”

For the Next Generation ➤ With SIG’s deeper roots comes support for a longer reach out into the world. “The vision,” says Jeff Creamer, “is that SIG Sauer becomes the pre- eminent small-arms manufacturer for law enforcement and military in the world.” With the same precision that created the P series of pistols, and the SIG name, SIG Sauer is planning a path forward. Pistols opened the door for SIG, but the company has since learned to fill the room with products and services enough to make itself invaluable. Its approach is to build and nurture strong relationships; anticipate and quickly respond to client needs; train clients in firearms maintenance, transition, and tactics; invest heavily in R&D; and expand product lines. SIG’s expanded product lines—such as 2013’s MBX SMG and SIG-SD silencers—and a string of upcoming releases are central to the next part of their journey. SIG’s read is this: For the next several years many international agencies will need to replace their firearms. And SIG will be there.” “What makes us different is our breadth of product offering, quality, reliability, and personal and professional service,” says Creamer. “There are very few manufacturers that make pistols, sniper rifles, patrol rifles, and all the other things SIG makes. Typically, a buyer would have to go to several suppliers. There is tremendous interest in having an established, financially secure partner that can supply as many needs as possible.” Now firmly and contently rooted in what may become a new center of American firearms manufacturing, SIG Sauer has made the journey from outsider to industrial leader. “The forecast looks robust for SIG,” says Creamer. Booth #12240. (603-772-2302; sigsauer.com) FEATURE Fabarm Expands Its Lineup Now part of Caesar Guerini, this Italian manufacturer will be introducing new features to its Axis and Elos lines By Phil Bourjaily abarm is fast becoming a familiar name to American shotgunners. Although the Brescia, Italy, gunmaker’s wares have been imported on and off to the U.S. for years, Fabarm never made its mark in the U.S. until Guerini USA bought the company in 2011. Guerini/Fabarm is now Italy’s second-largest shotgun maker, behind Beretta, and the Fabarm line has grown to have its F own separate space on the back side of the Guerini booth, where it displays its distinctive line of semi-autos and O/Us. Fabarm guns occupy a lower price auto market dominated by Beretta. A ished, which may partly explain its ity. New for 2014 will be an Axis point than do Guerinis. They have a high-end gun with a price tag of smooth operation and ability to with a versatile rib design that lets contemporary European styling of $2,500 and up, it comes competition- cycle anything you put in it, down to it cross over from trap to skeet to 7 their own, while sharing the excel- ready out of the box, with a rib that reloads /8 ounce and lighter. It’s a sporting clays. lent fit and finish and value that is a adjusts for point of impact, adjust- soft shooter with any ammo as well. The Elos is a hunting gun in 20- Guerini hallmark. The Velocity able comb and stock spacers, a trig- Last year Fabarm added the Axis and 28-gauge in both steel and light- XLR 5 semi-auto, the “new” ger that adjusts for length of pull, and Elos over/unders. The Axis is a weight alloy frame configurations in Fabarm’s first gun, is a good exam- and even weights to alter its balance. 12-gauge target gun in trap and a field and Deluxe grade. This year ple. Stocked in attractive walnut An oversize bolt handle and an sporting clays configurations. I Elos will be available in a reduced- with an engraved receiver and angu- enlarged bolt release button are have shot the Sporting Clays gun length model for smaller-stature lar European lines, it has gained a standard as well. The internal parts and been impressed with its uncon- shooters. Booth #11358. (410-901- foothold in the competition semi- of the Velocity are beautifully pol- ventional good looks and shootabil- 1260; fabarmusa.com)

Fabarm’s Velocity XLR 5 semi-auto has an engraved receiver and an attractive walnut stock. The gun is competition-ready out of the box, with a rib that adjusts for point of impact. An oversize bolt handle is standard as well. FEATURE

Integrating technology and experience is an important aspect of continued growth for Remington. That’s why the manufacturer invested in the cutting-edge Remington 20/20, a digital optic shooting system. Remington also intends to continue to reach out to younger shooters who are demanding a different relationship with all brands.

real time with friends and family, the Remington 20/20 has answered this important call to action.” Making the Clearly, Blackwell understands the importance of integrating technology and experience. Andrews says one way to do this is to constantly strive to Connection deliver branded products and experiences that are differentiated on three levels—technical, function- FGI’s branding efforts focus on experience al, and emotional. “The technical is what it does; the functional is and product By Slaton L. White how it does that. The emotional is the experience it gives the consumer,” he says. “As I said earlier, ccording to Thomas K. McCraw, author of American Business, 1920– the best brands are experience brands.” 2000: How It Worked, brand marketing as we know it today began 82 years One driving force behind what Andrews is ago with an internal memo at Proctor & Gamble about how to differenti- doing is to make sure the company remains rele- ate soap brands, specifically Ivory and Camay, so they could compete vant to the Millennials (also known as the effectively against competitive brands, rather than against each other. Generation Y). This group of 18-to-35-year-olds AThat’s a concept very familiar to Joe Andrews, the recently hired director of brand is some 88 million strong and has an estimated management at the Freedom Group, parent company of such well-known American purchasing power of $170 billion. brands as Remington, Bushmaster, Marlin, and DPMS, among others. So, just what “Millennials are a huge part of the buying does he, along with his team, do? basis,” he says. “The numbers are staggering, and the way they interact with brands is interesting. Something like 85 percent of these guys sleep “What we do on the brand management team is also aware that it can be a trap as well. “Think with a cell phone beside their bed, and they actu- is make sure our brands remain healthy in terms about Oldsmobile, think about Pontiac. These ally watch more video than television. In addition, of being competitively positioned in the market- were brands that lost their way.” 77 percent of them are using another device while place,” Andrews says. “When we come out with The problem that Remington, the best-known they’re watching TV. The way they access infor- new products, goods, and services, we make sure of FGI’s brands, has had over the past few years is mation is amazing, too, and whether they’re their attributes are articulated clearly and that a lack of innovative product that appeals to a new downloading apps or accessing online informa- they are properly defined for the right consumer generation of hunters and shooters. But Andrews tion, they’re doing it increasingly in a mobile segment. We also make sure the look and the believes Remington has a much brighter future. environment. They’re using their smartphones to feel of the brand remains consistent and com- “We don’t intend to simply count on our heri- check features and prices before they even walk petitive in the marketplace.” tage. What we need to do is leverage the authen- through the door.” That’s a tall order, but Andrews, a brand- ticity of the brand with innovation. You do that According to Andrews, GenY is demanding a dif- management veteran of the packaged-goods and now you have something that is sustainable ferent relationship with brands. They want to be industry, says he was drawn to FGI because of and something that will connect with consumers engaged in a way their Baby Boomer parents the power of its brands. today, tomorrow, and in the future.” weren’t. “These folks are rightfully demanding a “Look at it this way,” he says. “Products are In this instance, he cites Remington’s new 20/20 connection with their brands on a regular basis,” he things. Think of coffee, golf balls, and television digital optic system, a state-of-the-art system says. “If they have something to say, they want to sets. Brands are special. Now, think of mated to three Remington rifles that allows the be heard. That’s why they use social media.” Starbucks, Titleist, and Sony.” shooter to “tag” and “track” a target. The device The challenge for a manufacturer, and a retailer, To Andrews, these brands strike a resonance will, among other functions, factor in ballistic is that it is no longer a command-and-control uni- with consumers, and it’s one reason they can information, such as bullet drop and holdover verse. To connect with this key group, you’re command premium pricing. As for his jump to point, for the shooter in real time. forced into a two-way conversation, something FGI, he says, “The best brands are experience Scott Blackwell, president of FGI, says, that is alien to many retailers in the shooting- brands, and the shooting-sports industry has “Remington 20/20 is a product that is as cutting- sports industry. brands that simply ooze experience.” edge as you can get, integrating the latest technol- Andrews believes success depends on “making In the case of Remington, the brand has been ogy with the most profound user-experience. The the right connections.” That’s one reason “oozing” experience for nearly 200 years. introduction of this product is especially impor- Remington 20/20 was conceived to be used in “In 2016, Remington will have the opportuni- tant for our brand—one that has been the conjunction with social media. It lets a shooter ty to celebrate its 200th anniversary,” he says. standard-bearer of hunting and shooting for 200 share the experience with friends. “How many American companies get a chance years. As we look to our future, we know we need At the same time, Andrews also realizes, ultimately, to do that? Remington is a brand where you to do more to marry dynamic technology with it’s all about the product. “It’s quite simple,” he says. think about nostalgia, where you think about product introductions. By allowing shooters to “It’s all about performance-based innovation. That trust. It’s a heritage brand.” become better marksmen, broaden their experi- we have. And there’s a lot more coming.” Booth Although Andrews celebrates this heritage, he ence in the field, and then share that experience in #14229. (800-243-9700; remington.com)

66 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE Testing…Testing…Testing here’s a reason Walther has a well-deserved reputation for performance and reliability—the manufacturer has earned it. If you have a customer who hangs up—maybe he’s concerned about the price because Walther products command a premium—let him know the price includes a rigorous testing program that’s far more onerous than anything T he’ll put the gun through. “Gun producers can only sell to the German endurance–tested with 10,000 rounds each. Bulges and cracks in the barrel are acceptable, police if their guns were tested to police specifi- Hostile environment testing during this phase but if the barrel ruptures and sends parts flying, cations,” says Peter Dallhammer, Walther law includes putting the pistol into a freezer, then heat- the gun fails. enforcement product manager. “This is a state ing it up. After that, the gun is put on a flat surface “If you pass all this you can legally enter a ten- test, overseen by state employees, done in the and 150 liters of water are run over it for 15 min- der for the German police,” Dallhammer says. Ulm Proof House.” utes. While still wet, the gun is picked up and shot. All of which is to say that the gun will perform In other words, it’s true third-party testing. For the saltwater test, the gun is immersed in under a wide range of challenging circumstances. The police want to make sure the firearm will salt water. When it is extracted, the entire maga- Tell your customer it’s like seeing the “Bottled in work in hostile environments. zine is shot, after which a new magazine is insert- Bond” seal on a bottle of premium bourbon. It’s “We hand over five test guns,” Dallhammer ed into the gun. Then the unclean gun is placed an assurance of quality. Booth #14545. (479-242- says. “Initial inspections include measuring spring inside a climatic chamber at 50 percent humidity 8500; waltherarms.com)—Slaton L. White loads and checking overall dimensions. Then state for three days. When the gun is removed from inspectors select one gun for a drop test.” the chamber, it is immediately shot. Walther’s semi- The test is utter simplicity. A pistol loaded with a The last obstacle to certification is the barrel- automatic pistols primed case is attached to a post with string and obstruction test. It consists of two parts, both of built in the Ulm, dropped from a height of 2 meters. The primer is which involve seating a bullet in the barrel. Germany, factory examined for indentations after each drop. If inden- “The first test uses a bullet seated just deep must pass a strict tations are present, the gun fails. Before the entire enough to allow feeding a live cartridge into the testing protocol process is begun again with a new batch of pistols, chamber,” says Dallhammer. “In the second test, devised by the any modifications designed to prevent discharges the bullet is driven through the barrel until it German police. on the new pistols must be thoroughly explained. reaches the muzzle.” Procedures But that’s not all. “Once the drop test has been Both tests involve live firing and a thorough include a drop successfully concluded, one of the guns will be assessment of any damage. test, dry-firing dry-fired,” Dallhammer says. “The inspector “A good-quality gun will not be affected by 5,000 dummy loads dummy rounds and pulls the trigger for the first test,” Dallhammer says. “But the second rounds, and a live- 5,000 cycles.” test is far more demanding. Anything can hap- firing endurance After that, the three remaining guns will be pen here.” test of 10,000 rounds.

ON THE FLOOR

KIM RHODE Olympic Gold Medalist Kim Rhode will be signing autographs at Otis Tech nology (Booth #14212) from 10 to 11 a.m.

DOUG KOENIG Champion shooter Doug Koenig has dominated both the NRA Bianchi Cup and The Masters, and he’ll be at Smith & Wesson (Booth #13731) from 11 a.m. to noon.

MOLLY SMITH As Junior Captain of Team S&W, Smith is also an articulate new voice in shooting. She will be at S&W (Booth #13731) from noon to 1 p.m. FEATURE

Now You See It Green lasers are easier for the human eye to see, especially in bright daylight. CTC’s new green lasers now use less battery power.

Crimson Trace Goes Green Green laser sights mean green for retailers By Doug Howlett t’s no secret—new sells. And no matter how good a product is, if the manufacturer can give it a new twist, it will appeal to a whole new consumer or revive interest in the product among consumers who have already purchased an earlier version. But what about when that new twist is more than just a marketing hookI on which to build hype? What about when it actually delivers tangible benefits—benefits that could even make a life or death difference—and at the very least provides buyers with a true array of choices that will deliver what they promise? That’s exactly what Crimson Trace has done as it continues to expand its line of green laser sights to fit more firearms models and meet more shooters’ needs.

The company came out with 13 new green laser and that heat can cause a laser to occasionally shut sight models in 2013, and more are slated for down. It definitely burns up more batteries. 2014, according to Michael Faw, Crimson Trace’s media relations manager. So what’s the benefit? A Longer Life for Modern Green Benefits of ➤ This year, Crimson Trace is introducing a Seeing Green green laser that operates on four batteries and ➤ Faw says besides being newer and more runs longer than other traditional green laser appealing from a retail standpoint, green lasers do models. Thus, green laser technology is catching offer tangible benefits to the shooter. Most signif- up to the more common red lasers and removing icant, they’re more visible in daylight than tradi- concerns that red laser purists may have had tional red lasers. And because not every defensive about making the switch. situation will occur at night (nor certainly many Whether talking green or red, however, Faw training sessions on the range), that green laser notes that because a laser allows for instant aim- can make it easier to acquire a target and fire ing ease and accuracy for new and even experi- accurately regardless of the lighting situation. enced shooters, a laser sight should be part of Our eyes pick up green better than they do red, the discussion with every new handgun sale. and for that reason it helps the shooter acquire the And educating consumers about the benefits of target that much faster. In situations where milli- lasers is a key component to increasing the aver- seconds count, this can be huge. And people who age consumer handgun purchase and moving are color-blind—typically an inability to see either more product. For that, Crimson Trace offers red or green—can now select a model they can see. retailers a host of point-of-sale displays and Traditionally, green lasers have been more sensi- tools, such as plastic guns with lasers mounted tive to extreme temperatures, particularly heat, on them so shoppers can actually test the bene- because it takes a larger infrared laser diode that fits of a laser-sighting device in the store prior must be converted down to produce a 5-megawatt to purchase. green light. Why 5 megawatts? Because the Food “With lasers being used so much in movies and & Drug Administration limits the level of output a on television now, customers already know about visible laser can deliver to 5 megawatts or less. So lasers,” Faw says. “Ask them what type of gun when a green laser, which requires a larger diode they have and show them a model that will fit it. to produce the green color, is channeled down to It’s almost a guaranteed sale.” Booth #16731. 5 megawatts, the excess energy is released as heat, (800-442-2406; crimsontrace.com) FEATURE

Gunsmith Gallery Attendees at Brownells seventh Annual Gunsmith Conference and Career Fair came together to talk shop, interview for jobs, and discuss the value a gunsmith can bring to independent shops.

because I’ll have that many guns to “There’s a real resurgence of work on, too.” interest in guns and gunsmithing as Gunsmiths Durren spoke to the value of hav- a career. Gunsmiths are still ing a gunsmithing shop at his busi- Brownells core business, and this ness. “People come to Johnson’s for event lets us give back and build a Talk Shop— price, service, and selection,” he said. community,” he said. “Our typical customer drives one or Buckingham encouraged indepen- two hours to get to the shop. Having dent retailers to attend this year’s and Business a gunsmith presents the whole image. event because adding a gunsmith It meets all the customer’s needs, and shop to a retail operation can give Brownells annual gunsmith fair it helps bring people into the store small independents an advantage. from all over southeast Michigan.” “A gunsmith’s reputation is great continues to grow By Phil Bourjaily According to Durren, who hired a word-of mouth advertising. It brings gunsmith at the Career Fair five people to your store. It also gives rank Brownell, Brownells chairman of the board, years ago, the quality of the appli- you more chances to sell combos opened Brownells seventh Annual Gunsmith cants keeps getting better. “I see and mount scopes for customers, Conference and Career Fair with a question. “Would more professionalism. The schools adding margin to your business.” anyone come to the middle of flyover country to talk are focusing on preparing their stu- He said a gunsmith can set a store about gunsmithing?” dents to get jobs.” apart from big boxes, many of which F Seven different gunsmithing pro- only have service centers that send grams were in attendance, among guns for work elsewhere. Finally, He needn’t have worried about Moines Marriott was split between them North Carolina’s Montgomery Buckingham said, gunsmiths help the answer. When an industry leader sessions on one floor and a room Community College. Instructor make sales. puts on an event in its backyard, above it, full of some 40 exhibitors, Wayne Bernauer says interest in gun- “Gunsmiths are seen as experts,” people come from all over. Bringing including Turnbull Manufacturing, smithing is very strong. “We have 68 said Buckingham. “They know how gunsmiths, gunsmithing students, the Firearms Engravers Guild of students in the full-time program. guns work. They can help sell guns exhibitors, retailers, and potential America, ATF, and the American We took 30 new students already for because they have weight behind employers together is the focus of Custom Gunmakers Guild. fall and have 140 on the waiting list.” their words.” the annual career fair, which attract- Industry representatives didn’t just Bernauer brought eight students to Next year’s conference is sched- ed 450 attendees and 40 vendors for attend to meet and greet. They came the Career Fair and planned to take uled for April 1–2 at the Des the two-day event last spring. to hire. Leslie Hernandez of Taurus 30 to SHOT Show. He says the Moines Marriott, and it will feature Brownell urged participants to, had already found two candidates to industry has stepped up to support a who’s who of firearms industry well, participate. “You came to meet fly down to Florida for interviews on the program, with Browning giving presenters: Steve Sanetti, president everyone you can. We started this the first morning of the conference. them a CNC machine and Midway of the National Shooting Sports because networking is the most Jason Hornady said, “We are defi- U.S.A. donating money to buy guns Foundation; Les Baer of Les Baer important thing a gunsmith can do. nitely looking to hire people here. for students to disassemble. Custom; Stan Chen of Stan Chen You can’t be an expert at everything. The guy we hired last year is so Matt Buckingham, Brownells Custom; Jason Hornady, vice presi- If you’re a stockmaker, you need to good, it made it worth coming for all president and COO, said the growth dent of Hornady Manufacturing; know someone in metalwork.” three of the years we’ve been here.” of the fair has been surprising as it and gunsmiths and gunmakers Joe Conference attendees gathered to Retailers came looking for gun- heads into its eighth year. The first Balickie, Jerry Fisher, Ron Power, talk shop, interview for jobs, and to smiths, too. “You will work on 1,000 conference was held at the company Sharon Dressel, and others. Doug hear presentations on gunsmithing guns a year,” Steve Durren of headquarters in Montezuma. It out- Turnbull of Turnbull Manufacturing and marketing skills. Speakers Johnson’s Sporting Goods in Adrian, grew that space and then moved to will be the keynote speaker. The included Jason Hornady of Hornady Michigan, told a recent gunsmith- rooms at the NASCAR track in event is free; online registration is Manufacturing, stockmaker Joe program graduate. “Your bench will nearby Newton, Iowa. Now the available at gunsmithcareerfair.com. Balickie, and pistolsmith Ron be right next to mine. I need some- conference has a new, bigger home Booth #805. (800-741-0015; Power. The conference at the Des one who can work independently, at the Marriott. brownells.com)

72 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE

Lipsey’s new 83,000-square-foot distribution center—more than triple its current space—is scheduled to begin operation in April. The long-awaited space will increase efficiency and give the company much-needed room to grow.

But while relationships keep the door open, it’s important to open the door to new business, as Lipsey’s New Look well. “Obviously there are other people in the industry who are selling the exact same products as The firearms distributor marks its 60th year we are,” says Aronson. “So we can only differenti- ate ourselves either by exclusives or in service. with a fresh new logo By Robert F. Staeger “Service, hands down, we’ve got that,” she says. “I don’t feel like there’s a lot of competition in en years ago, Lipsey’s was celebrating its 50-year anniversary. That’s the that area, because our salespeople really do form sort of occasion that prompts some looking back, and can spur a look relationships. Our customers have become our forward as well. In this case, Lipsey’s decided to retire its long-standing friends over the years, and no doubt we take care tagline, “Same Day Shipping,” in favor of something more expansive and of our customers very well.” aspirational: “Aim Higher.” The company incorporated the tagline into The right product mix is crucial, however, and Tits old logo, and it served them well for another 10 years. But as the company reaches Lipsey’s spices it up by offering a number of 60, company president Laurie Aronson recognizes it’s time for another change. appealing exclusives. “We’re one of the few distributors that actually puts out several exclusives during the year, and they’ve just been gang- “We’re a progressive, forward-moving compa- busters,” says Aronson. “We’ve had pistols on the ny, and our company has changed so much over cover of magazines before, and they’ll say ‘Lipsey’s the years,” says Aronson. Aronson’s a third- new exclusive.’ Not ‘Ruger’s New Flattop,’ but generation Lipsey and has been with her family’s ‘Lipsey’s New Flattop.’ So the consumer is start- company for more than two decades. ing to get to know the Lipsey’s name.” “Technology was really a very big part of this “You can’t become complacent,” says Aronson. whole branding thing for us. We wanted our “We have to keep thinking of ways to improve brand mark to show velocity and speed—not just the service we provide to customers, find a differ- to reflect our website, but the other technology ent product mix to offer them. We’ve got to be that we offer to our customers, and to our sales- thinking all the time, even when times are really people internally.” good. I hate the phrase, ‘Just keep doing what The new logo, a sleek capital L in a stylized gun Lipsey’s new logo, a sleek capital L in a stylized you’re doing.’ That’s a sure way to close your sight, speaks to not just the company’s trade part- gun sight, conveys speed and accuracy. One thing business. Something may have been a hit, but ners, but also the end consumer. “I think overall that didn’t change was its slogan: “Aim Higher.” now what? What’s the next thing?” we have, as an industry, really started to come to You’ll be able to see a few of those “next things” the here and the now,” says Aronson. “That’s what “When we bring people into our community, at the Lipsey’s booth during the show. But it won’t it reflected. We wanted something fresh and fun. we really do screen them carefully to make sure be the booth you remember from previous years. We decided on something in that gunmetal gray, that they’re a good fit with our Lipsey’s culture— The new branding was an excuse to refurbish the reflective of the products that we carry.” that desire to do things as we do, and to serve entire display. “We’ve really changed it up. It’s “We really just wanted it to reflect our new our customer the way they should be served. going to look great—a little more spacious and customer,” says Aronson. “Our business was built We’ve really built a team with a skill set that I fresh,” says Aronson. “But as usual, the products on the hunting business; it’s part of our heritage. think doesn’t even compare to others in the that we offer, the exclusives, all of the manufactur- We’re still in the hunting market, of course, but industry,” says Aronson. “I think we’re really er programs will be available. And SHOT Show is the product mix of what we sell has changed so good at building relationships. Not just with our just such a good time for our customers to come much. Pistols have become a very big part of customers, but with our vendors and other indus- in and not just meet their salesperson, but also our business. Our new logo shows that we’re a try professionals. I feel like you can say the name everyone else. We want them to know as many forward-moving company. I mean that in terms Lipsey’s to anyone in the industry, and they’re people at Lipsey’s as they can.” of our product knowledge, our product offering, not going to have just heard of us, but they’ll This year is bringing changes to the company’s our exclusives, and our technology.” know someone at the company.” home location as well. Lipsey’s is building a new, “We came up with ‘Aim Higher’ 10 years ago, And with a venerable family-owned company 83,000-square-foot distribution center—more and that is probably as important as the mark is like Lipsey’s, those relationships sometimes go than triple its current space—with plans to occu- itself,” says Aronson. “‘Aim Higher’ is something back generations. “If you look at the manufactur- py it in April. It’s been a long time coming, says that we strive for personally and professionally. ers, there are several family businesses in the fire- Aronson. “Our office space right now has been We love that it has so many meanings; we use arms manufacturing business. Then I look at my really good, but it’s getting cramped. We keep that term internally all the time. And who customer base, and again, there are some custom- hiring people and we have nowhere to put them. I knows? In the future, we may have other plans ers that have been doing business with me for 30 think we’ve pushed ourselves as much as we can.” for ‘Aim Higher.’” or 40 years, and some of them are on their second The warehouse is also jam-packed, making get- Aiming higher certainly applies to the compa- or third generations. So what you see is a nice ting to the right products more difficult. “We are ny’s personnel decisions. Aronson maintains that trend of family sticking together, and younger gen- so looking forward to this move,” says Aronson. putting the right people in the right positions is erations stepping in where either their father or “I think we run efficiently now, but we’re going key to the company’s success. “There’s no doubt grandfather left off. We’ve got several generations to be able to do things we haven’t been able to that what I’m most proud of, in looking around, of people who started out here all those years ago, before, with the luxury of space.” Booth #11529. is the team we’ve built here,” she says. and that’s something we’d like to continue.” (225-755-1333; lipseys.com)

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Wonder Oil A 110-year-old formula seeps into the U.S. firearms market By Shane Townsend No See ’Um The s iconic outdoorsman Teddy Roosevelt Browning Phantom was vying for the White House in blind (left) is a good Washington, D.C., across the pond in example of the lengths Cologne, chemist Helmut Klever was to which Browning Aclosing in on a “wonder oil” formula for the Camping goes to German military. It was a mineral oil that would ensure build quality. clean, lubricate, and protect the metal and wood Bartacks (inset) are components on firearms. It would also protect the used to reinforce stress holsters and other leather accoutrements that were areas, such as corners. part of a soldier’s kit. It would even be used to treat The ground skirt helps minor cuts. In 1904, when it was introduced, eliminate odors, and Klever’s “Ballistol” was truly a soldier’s oil. Today, the oversize zippers it’s an outdoorsman’s do-it-all oil. And American help hunters wearing shooters are taking notice. gloves set up the blind Ballistol may be the most trusted brand you’ve quickly and easily. never heard of. It controls some 80 percent of Europe’s gun cleaning market. SIG Sauer relies on it at the company’s Epping, New Hampshire, training facility. And, Ballistol Multi-Purpose Oil has inspired a lean but ardent internet following of gun Customer Oriented enthusiasts who swear by it. Despite the fervor of a few, Ballistol remains a By focusing on the details, Browning Camping rare find on American retail shelves. Washington Trading Company continues to gain market share By Brandon Butler Inc. (now known as Ballistol USA) began importing Ballistol in 1993. he iconic Browning Buckmark logo is one of the most recognizable sym- The company wanted to put a bottle bols in the outdoor industry, and over the years, it has come to represent of the nontoxic, multi-purpose lubri- so much more than the firearms it first adorned. The Buckmark is a cant in every American home. By badge of honor for serious sportsmen. Browning Camping gear lives up 1995 it was clear that WD-40 would to the high expectations the Buckmark has come to represent. retain its tool-cabinet crown, so T Ballistol USA’s leadership decided to change course. They would import Browning Camping is a rapidly expanding line ples. Browning Camping is performance-oriented concentrate, manufacture, and bottle of camping and hunting equipment that sports- for ease of use, durability, and, most importantly, Ballistol locally, and place the focus men will appreciate. The logo may spur initial customer satisfaction,” Leesmann says. squarely on firearms. attraction, but the technical attention to detail The camping segment is a crowded one. Brune Muzzleloading aficionados were the first to found in all Browning Camping equipment will knows that in order to set the Browning brand embrace Ballistol in the U.S. “They saw it is an keep customers coming back for more. apart, it will take consistent effort at raising the bar excellent black powder solvent,” says Ballistol USA The Browning name is licensed by ALPS, which and bringing quality, functional products to market sales manager Patrick Palumbo, “You can mix it stands for Active Lifestyle Products and Services. that the average sportsman can afford and count on with water to create a solution that neutralizes black Dennis Brune founded ALPS Mountaineering in for seasons to come. He plans to do just that. powder and corrosives. The water flushes, the 1993. This family business has grown to include One major advantage Browning Camping has Ballistol flushes, and the residue goes with it.” three additional brands—ALPS OutdoorZ, Cedar over other general camping equipment brands is The muzzleloading community soon discovered Ridge, and Browning Camping. All of the brands Brune’s experience in the demanding mountain- utility in Klever’s oil. They found, says Palumbo, are built on the same guiding principle of produc- eering market. Gear failures at 14,000 feet and that they could use Ballistol to clean and preserve ing quality products at fair prices. above can be life-threatening. Brune is trained to wood, composites, leather, and metal on guns. It “Browning Camping is successfully gaining produce gear that will never let you down. would also lubricate moving parts, start campfires, market share by supplying quality, affordable gear, “Consumers are naturally skeptical until they can sharpen skinning knives, clean trophy antlers, or and exceptional customer service after the sale. try out new gear. Once they have used Browning treat an aging hide. We pride ourselves on the products we produce Camping, and see it exceeds their expectations, “Personally, I even use it on light bulb threads. and the service we provide for our customers. If they’re instant fans. Our only company challenge, They burn brighter and last longer,” says Palumbo. we built it, we stand behind it,” says marketing now that we have multiple brands and product “And, it’s 100 percent biodegradable and nontoxic. manager Justin Leesmann. lines, is to make sure we continue to teach all of There’s nothing like it.” Prior to founding ALPS, Brune spent 15 years our team members that we need to constantly and Palumbo admits the Ballistol ballad sounds a little working with top mountaineering brands and relentlessly focus on the details, so all of our gear like a Depression-era cure-all for consumption, learning how to market performance-oriented continues to perform in the field and exceed the dropsy, and drought. equipment. It wasn’t until he started his own busi- expectations of our customers,” says Brune. “I tell people all the time, ‘This is the snake oil ness, though, that he completely understood what “At Browning Camping, we believe success is that works. Try it. If it doesn’t work or you don’t it meant to focus on producing affordable, quality rooted in the balance between price point, fea- like it, I’ll give you your money back,’” he says. gear. He learned that when you start from the tures, and quality. We believe we offer all of that “I’ve never had to give anybody’s money back. In beginning, with a completely new brand, you must in all of our products,” says Leesmann. fact, word of mouth is the biggest contributor to concentrate on every detail. His concentration After years of producing mountaineering and our growth.” continues to be evident in all of his products. camping equipment, Brune is now applying his Ballistol USA’s recent growth is significant. Their “Sportsmen of the past were forced to use heavy, design expertise to hunting products. The Browning retail outlets have doubled from 400 to 800 since rough-it-type gear. What we do for the sportsmen Camping line of hunting blinds incorporates the 2011, and 2013 sales are up 70 percent from 2012. of today with the Browning Camping line is com- same demanding principles applied to the techno- The coming year holds promise as well. (800-253- bine a nostalgic brand symbolizing quality and her- logically advanced gear of the ALPS brands. Booth 2460; ballistol.com) itage with innovative, modern-day design princi- #15538. (800-344-2577; browningcamping.com)

76 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE Search for the Perfect Sole A half-century quest to find the best outsole leads to a new snakeproof boot By John Haughey uresh Patel has searched the world for 50 years for the perfect sole, yet he didn’t find it until he decided to make it himself. “Most rubber factories do not have qualified rubber technologists and, hence, most rubber Ssole formulations are not properly balanced,” Patel says. “Almost all needed improvements. This is my specialty—to reconstruct current formulations to meet challenges.”

A rubber chemist and president of “They were having quality problem Tampa-based MMRW America Inc., for their rubber shoes made in Patel’s “properly balanced” rubber China,” he says. “I visited China boot sole is among the cutting-edge many times in the last five years to features incorporated into Bogs improve their rubber sole formula- men’s Diamondback snake boot, tions.” introduced last year as part of Bogs’ Patel says what Bogs wanted for Hunt 365 series. The Bogs Hunt 365 the Diamondback was a sole impen- brand, which debuted in fall 2012, etrable to snake bites that also has drawn praise for two advance- retains its oil-resistant, flame- ments—EverDry, which better man- retardant, non-skid, abrasion- ages foot moisture, and DuraFresh resistant, and low-temperature flexi- biotechnology to reduce odor. bility qualities. The Diamondback and Field “Normally, when a snake bites, it Trekker—a waterproof slip-on makes a hole in the rubber. Once boot—joined Portland-based Bogs’ that happens, the fangs can pierce carryover styles such as the the skin,” he says. “To protect the Bowman, tooled for archers, the leg, the rubber layer of the upper Eagle Cap Hiker, designed for shoe has to be strong and impene- alpine hiking, and the lightweight trable.” World Slam, on retailers’ shelves Unfortunately, Patel says, the rub- last fall. ber formulations being used in Patel earned degrees in chemistry China “had low puncture resis- and physics in Mumbai, India, tance.” Manufacturers claimed they before studying rubber technology could not be altered to make them for three years at the National puncture-resistant without sacrific- College Of Rubber Technology in ing other qualities. London during the 1960s. It was the Not true, as Patel proved. only college in the world, he says, First, he doubled the thickness of dedicated to rubber technology. the rubber sole sheeting to 2 milli- After working with Goodyear and meters, then reconfigured the “cure DuPont in England, and Bayer in package” modulus. Finally, he Germany, Patel returned to India to reversed the compound formulation open a factory manufacturing rub- from the standard SBR rubber mix ber cellular sheets for footwear. (styrene 30 percent; butadiene 70 “That is how I started in this busi- percent) to an SBR containing high ness,” he says. styrene (styrene 70 percent; butadi- And that is where his search for ene 30 percent). the perfect sole began. The result is a sole that is “harder, After immigrating to the United like a plastic, but still flexible in cold States in 1992, Patel worked as a temperatures, with a rubber that is technical manager at Vulcan Corp., puncture-resistant,” Patel says. “It in Clarksville, Tennessee, and then has everything in one formula.” as technical director for Biltrite At last, 50 years later, Patel found Corp., in Ripley, Mississippi. He the perfect sole. Now he has to find retired in 2008 as Biltrite’s vice something else to “reconstruct.” president of research and develop- “That’s how I am spending my ment and established his own busi- retirement,” he says with a laugh. ness, MMRW America Inc. To see what he has wrought, stop Shortly afterward, Patel was hired by the Bogs booth for a look at the as a consultant by LaCrosse and Diamondback. Booth #10132. (800- Bogs, and was dispatched to China. 201-2070; bogsfootwear.com)

Bogs enlisted rubber expert Suresh Patel to create a boot sole impervious to snake bites, but that retained several other characteristics. The result, found on the Diamondback, is puncture-resistant, and hard but flexible in the cold.

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More Than Patches using products such as Nu-Gun, Gunslick Pro cleaning products which is used to remove all the are designed to help serious factory-applied protectant chemicals shooters keep their firearms in top and coatings on new guns,” Miller operating condition. says. “Taking this step helps ensure a truly clean firearm before it is shot. It’s an important step.” Miller also recommends Gunslick Pro Copper-Klenz as a normal step in cleaning any firearm—every time. “It is surprising how many shooters who use today’s popular all- copper bullets skip this step,” he says. “Copper-Klenz is an advanced chemical that removes copper fouling and 99 percent of powder fouling, even in the dirtiest barrel.” Keeping a firearm well-oiled and rust-free is the golden rule. Gun- Foam is a unique patented system that provides an easy way to deliver oil into every nook and cranny. Miller also recommends Gun-Dri, which keeps moisture off gun parts.

Need for Advanced Accessories ➤ Accessories also play a key role in serious gun cleaning. Keep It Clean “The top accessories that serious gun cleaners use are one-piece Gunslick Pro offers products that go way beyond the carbon-fiber rods, bore guides, benchrest-quality tips, utility brush average gun-cleaning kit sets, and cotton patches,” Miller says. “These products themselves et’s face it: Gun cleaning is boring. Most gun owners buy the cheapest kit they can are not advanced, but a benchrest find, and when it’s time to do the deed, they just run some solvent and a bronze shooter chooses them for top-notch brush down the barrel a few times. They follow up with a patch or two soaked quality, durability, and their ability with oil, and then they wipe down the gun with an old rag and call the job done. to conquer specific tasks.” “Clean” really means “clean enough.” In reality, these products should L be used by all shooters. Gunslick Pro Benchrest Brushes Yet, good cleaning kits are avail- Eric Miller, product manager for the same chemicals and some of are made of high-quality materials able on just about any sporting- Gunslick Pro and Outers, says deal- the same accessories found in all- and have soft brass cores. The nylon goods store shelf. They offer gun ers need to consider these folks, too, inclusive gun-cleaning kits, but they brushes are ideal for gently cleaning owners who take the time to match because they are often the most loyal also use upgraded accessories and barrels, because the nylon will not their tools to their specific firearm customers and the biggest spenders. additional part-specific accessories,” react to copper solvent. Brass jag tips the ability to keep their guns in top he says. “They are typically more deliver a tighter fit inside the barrel shape with little more than a few focused on the details of cleaning to remove more debris. minutes of thoughtful attention. Buying Benchrest and getting their firearm to a pris- One-piece carbon fiber or Then there are the “Type-A” gun Quality tine state of cleanliness. They want stainless-steel rods will not hold owners who are looking for cleaning ➤ Miller says dealers should consid- to remove all fouling and copper contaminants or react to chemicals. solvents, tools, and gear that go er that competition shooters take residue in the rifling to attain the Stainless-steel rods are very strong, beyond the basics. This group of cleaning to a higher degree than most accurate shot.” and using them reduces the risk of buyers includes competition bench most recreational shooters. Their This means that gun owners who bending rods, which could scratch rest shooters, 3-Gun competition goal is to take as many of the con- are more dedicated to deeper clean- the barrel. “Bore guides should be shooters, gun owners who buy for trollable variables out of the equa- ing reach for products that go used by all rifle shooters,” Miller investments, and anyone who wants tion for more accurate shots. beyond common powder solvent. says. Booth #14551. (800-322-2342; to keep firearms in pristine condition. “This type of customer might use “These are the customers who are gunslick.com)

GUNSLICK PRO GOES ULTRASONIC

The new Gunslick Pro Ultrasonic Cleaner saves time by cleaning firearm parts automatically. The unit features a 60-watt transducer, a 100-watt ceramic heater, and 36 kHz ultrasonic frequency. It has a 3.2-quart stainless-steel tank that holds gun parts for quick, easy, and thorough cleaning. The keypad lets users select one of five preset temperature settings, and the timer can be set from 1 to 30 minutes to match gun-cleaning needs. The Ultrasonic Cleaner also features a de-gas function, plastic tray, drain valve, drain tube, and a sensor that indicates when to change the solution. Gunslick Pro also has developed an Ultrasonic Weapons Cleaning Solution that quickly removes grease, carbon buildup, and fouling from firearm parts. The fast-acting synthetic detergent cleans all part surfaces, and its rust preventive helps stop corrosion. The cleaning solution is manufactured in the U.S. and is non-corrosive and non-combustible, making it safe and easy to use. The concentrated formula yields 10 gallons of solution, and the bottle features a built-in measuring cup.

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The H&K 416 QCB airsoft rifle and Beretta 90 TWO pellet pistol are made under license. Both models will appeal to enthusiasts who want to shoot replicas that look like their centerfire counter- parts. The Umarex Octagon air rifle (top right) appeals to a different customer. Smile! Replica firearms can make you and your customer very happy By Slaton L. White hey say you can’t travel back in time, but that’s not exactly true. I was able to reel back the years and rediscover the joy of shooting that only a 10-year-old can experience when I visited the Umarex factory in Arnsberg, Germany, last summer. And I wasn’t the only who felt that way. In fact, there’s no faster way to bring out the inner child in a pack of grizzled gun T writers than by releasing them on a range with full-auto MSR airsoft replicas and reactive targets.

The manufacturer has been in business for 42 There’s something else at work as well. “Target velocities. Unlike other gas-piston rifles on the years, but it took a major step forward in the shooting can be boring,” Beisheim says. “We market, the ReAxis Gas Piston uses a reversed- United States four years ago, when it planted know younger shooters want a more exciting axis design that places the mass of the gas strut in roots in a 117,000-square-foot facility in Fort experience, and these replicas provide that.” a position that pushes the piston, giving the Smith, Arkansas. The whole idea was to better That’s all well and good, but are these products Octane more power and impact.” serve the customer—both retailer and end user. really worth stocking on U.S. shelves? You bet. The rifle not only gives a shooter the opportu- Based on the growth curve Umarex is seeing, Fort Smith–based Justin Biddle, Umarex’s direc- nity to shoot year-round, but to shoot inexpen- they’re doing something right. tor of marketing, says, “The U.S. market consists sively. “Keep in mind that as a higher-end model, “We provide a wide range of products and price of five million target shooters. This is a great it’s inherently more accurate, which gives the ranges to satisfy a large and varied customer base, opportunity for independent retailers.” shooter an enhanced shooting experience. He’ll which includes target shooters, hobbyists, hunt- Biddle says the best approach for the indepen- be able to practice trigger control and sight acqui- ers, collectors, and law-enforcement agencies,” dent retailer would be to focus on the company’s sition and get instant feedback, even if he’s sitting says managing partner Eyck Pflaumer. “Each cus- high-end products, such as the Beretta 90 TWO. in his garage or basement.”

tomer is looking for something different—wheth- “It’s a CO2 pellet pistol that holds eight rounds To maximize your profit, Biddle says, when a

er it’s a spring-action air rifle, CO2-powered pis- and weighs within an ounce of the real thing. It’s customer inquires about an airgun or air rifle, you tol, or a realistic airsoft replica for training pur- an inexpensive option for someone to go out and should find out the intended use. Is the customer poses. No matter the intended use, Umarex is shoot. The ammo costs virtually nothing and is a small-game hunter or is he looking to practice

dedicated to providing a quality product.” readily available. The CO2 propellant costs very targeting skills? Replica aficionados are attracted Given the higher production and labor costs little as well—a 12-pack sells for just under $6. to a model that has the same weight and feel of found in Europe, you might think Umarex would The customer can get into the pistol for around the real gun. Understanding the intended use have been tempted to outsource the work to $200 retail. And there’s some margin involved. allows you to steer them to the right product at cheaper facilities in Asia. But that strategy never What’s not to like?” the right price. found legs, as the company’s managers, and its Biddle says that with air rifles, there are price And don’t forget accessories. “Reactive targets highly trained workforce, take obvious pride in points from “the very basic level to all the way up. are a lot more fun than simply punching holes in what they build in Germany. “We produce a You can spend $1,500 for an air rifle, if you want. paper,” he says. high-end product in Germany,” says general man- We would recommend something in the $250 to Many shooters also will opt for a scope. Biddle ager Olaf Beisheim. “We’re not interested in $350 range for a guy who needs a good rifle to go says spring-powered air rifles (often called spring- making cheap products in Asia.” out and practice with in the off-season, a gun like ers) create a double recoil. If the shooter mounts The challenge, Beisheim notes, is that the a .177-caliber break-action Umarex Octane. a typical centerfire scope on this rifle, the recoil product cycle can be very short, sometime only “It features a muzzle velocity of 1,450 feet per may likely shatter the lenses. two to three years. That’s one reason Umarex has second with an alloy pellet—comparable to most “Centerfire riflescopes are designed to with- 10 licensing partners, including Beretta, Colt, .22 rimfire ammunition—and doesn’t have the stand single recoil, so the lenses are padded on Walther, Browning, and Ruger. loud, sharp report of a rimfire rifle,” he says. In one side only,” he says. “You need to sell the cus- “We rely on our partners to introduce new, inno- addition, he notes the integral SilencAir Silencing tomer a scope specifically designed for this type vative products,” Beisheim says. “We then make a System dampers auditory report volume with a of rifle, one that has dual-padded lenses.” one-to-one copy of the original product. Though five-chamber unit that significantly reduces the If this whets your appetite, stop by the booth. trigger weight and pull are different, the user still sound of the shot. You can see Umarex’s new Walther PPS replica,

gets the same feeling of shooting the original. Another key selling point is the design of the which features a CO2 blowback system that simul- Without, of course, the recoil of the real gun.” ReAxis Gas Piston, which contributes to smooth taneously blows the slide back as it propels a steel This makes the replicas ideal candidates for LE operation with less vibration and reduced recoil BB at 350 feet per second. Because this replica training as well as off-season training for hunters. while increasing accuracy and versatility. “Gas looks and feels (and fits in a holster) like the pop- Replicas also appeal strongly to shooters who pistons were originally used in hunting rifles for ular concealed-carry pistol, it allows the user to want to experience the heft and overall appeal of their ability to remain cocked for long periods of safely practice holster and carry drills without the real gun, but in a less-expensive alternative. time without deterioration of a metal spring and scheduling a trip to the range. The other appeal is that in many areas, airguns the damage that results in inconsistent and dimin- And when you pick up that replica, be prepared and airsoft replicas face far fewer restrictions on ishing velocity,” Biddle says. “In the Octane, it to smile. Booth #14745. (479-646-4210; use than centerfire or rimfire firearms. means years of accurate shooting with consistent umarexusa.com)

82 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE

7Cr17MoV steel used for the Ultimate Knife to The new Gerber Bear the more robust 9Cr19MoV for the Pro. But Grylls Ultimate Pro Knife pretty much everything has been tweaked a bit. (left) sports many The most significant change that critics of the improvements to the original knife will notice immediately is the best-selling Ultimate replacement of the wrap-around handle of the Knife. Some of the many Ultimate Knife with scales of thermoplastic changes include a choil elastomer overmold (think rubber-coated plas- that has been added to tic). One of the major complaints about the the base of the blade to Ultimate Knife was that you couldn’t tell if it let the user choke up on was a full-tang blade. There’s no guessing about the knife for finer work the strength of the Pro. The hefty blade is and a steel upgrade from clearly full-tang, and you can see where it con- 7Crl7MoV to a more nects directly to the checkered pommel, intend- robust 9Crl9MoV. ed for use as a hammer. So those are the improvements to the knife, but as we all know, a knife isn’t much good if you don’t have a good sheath in which to carry it. The improvements made to the Pro’s sheath really shine. On the old sheath, there was an integrated diamond sharpening stone behind the plastic sheath. Getting to it meant opening a single Velcro strap in the middle, which basically caused the whole sheath to fall apart. If that Velcro wore out or that nylon strap broke, the sheath was useless. The diamond stone has been replaced with a pull-through carbide sharpener located on the back of the Pro’s sheath. It’s always there, no need to take anything apart. Also, it eliminates the need for sharpening expertise in the field. Simplicity is key in a survival situation, and it doesn’t get much easier than sliding the blade through the carbide teeth a few times to restore the edge. It won’t fix a badly damaged blade, but it will touch up a used knife just fine. The whole assembly is mounted on a panel of rugged, mildew-resistant nylon. Another big difference is the positioning of the ferrocerium fire starter rod. Previously, the rod was held in a plastic tube on the outside of Gerber Ultimate the sheath, handle down. After the rod was removed and replaced a few dozen times, the retention began to weaken, and the rod could Knife Turns Pro easily fall out. On the Pro, the fire starter inserts from the top, an obvious but important By David Maccar fix. My only gripe with the Pro sheath is that the belt loop is not large enough to accommo- hen Gerber’s Ultimate Knife, designed in part by survivalist and date wider belts, and there are no webbing TV personality Bear Grylls and emblazoned with his initials in attachment points. bright orange, hit the mass market in February 2011, many The new sheath includes a drainage hole at thought it would be less of a success and more of a gimmick. the bottom that prevents water from accumulat- Then, the survival knife went on to sell nearly 1 million units. ing and makes it much easier to wash dirt from Was it because of Bear’s popularity? Hardly. At some point, even the inside. The lanyard-attached survival whistle hardcore knife nuts who detested having his name on a blade had to admit the is larger, louder, and easier to use. UltimateW Knife was a damn fine piece of gear. It was simple and functional, and the Unlike the Ultimate knife, which was offered sheath included enough bells and whistles to make it a true survival knife, but not so in both half-serrated and smooth-blade versions, many that it became overburdened. At the same time, it was far from perfect. the Pro is only available as a smooth blade— another change based on feedback. “Some people like one, some like the other,” So, last spring Gerber introduced the Bear guard helps make this position more comfort- Schoening says. “It seems the purists, if you Grylls Ultimate Pro knife, an updated version of able as well. will, like the full, fine edge a bit more, so that’s the Ultimate Knife. It’s not just a new color Schoening says most of the changes were the direction we went.” scheme with different packaging. Both the knife based on user feedback and notes from Grylls. Gerber’s Bear Grylls line of products has and the sheath have been completely rede- “It’s obviously been wildly successful with a grown considerably in the past year, with two signed, according to Jared Schoening, manager million units sold, but there are always ways to smaller fixed blades, a compact hatchet, a com- of the survival and outdoor category at Gerber. make it better. You can just look online, whether pact version of the parang machete, a canteen, a At a glance, some changes are obvious. The it’s Amazon or Dick’s Sporting Goods, in terms survival belt, a paracord survival bracelet, a colors have gone from gray and orange to a of consumer reviews and there are I-don’t- flashlight, and other survival products. sleeker black and orange scheme, including a know-how-many YouTube reviews telling us Schoening says that won’t be the last of it and black, corrosion-resistant tinitrite coating on how to make it better,” Schoening says. “Then that we may see another updated version of the the 4.8-inch blade. The shape of the blade has the ultimate test is feedback we’ve received from Pro in a couple of years. For now, the Pro has been changed slightly, resulting in a somewhat Bear directly. This is not just a licensing deal been a hit with consumers, even at the higher fiercer tip. Further changes include the addition where we slap his name on it. I’m in contact SRP of $105. But the introduction of the Pro of a choil at the base of the blade. This allows with him regularly on products. The goal was to doesn’t mean you can’t still get an Ultimate users to more easily sharpen the entire edge and take the best-selling sporting goods knife in the Knife. The now classic blade will still be avail- provides a place to choke up on the knife for world and figure out how to make it better.” able from Gerber for an SRP of $62. Booth finer work. A reduced hump on the back of the In that vein, the steel has been updated from #13614. (800-950-6161; gerbergear.com)

84 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE Lane MINUTES Tobiassen President and CEO, Crimson WITH… Trace Corp. The Customer Is King CTC is experiencing a growth spurt. Clearly, there is incredible demand for its products, but something else is also at work By Slaton L. White ane Tobiassen joined Crimson Trace in 2005, became the company’s president in 2009, and became the CEO last year. During his tenure, the company has tripled in size, and today Crimson Trace is the leading manufacturer of laser-sighting systems for personal defense. A native Oregonian, Lane is a lifelong outdoorsman and has been in the sporting goods busi- L ness for more than 15 years, with companies such as Danner and LaCrosse Footwear.

SHOT Daily: You’ve hired more spective on the shooting-sports indus- customers to keep the industry strong. than 30 new employees in the past two try as a whole. What would you say is years. Obviously, the company is on a the current state of the industry? SD: When you wake up in the morn- major growth spurt. To what do you ing, what gets you excited about your attribute this success? Product? LT: We’re in an interesting time, for business? Customer service? Both? sure. The industry is threatened by knee-jerk legislation and heightened LT: That’s easy. Today, we estimate Lane Tobiassen: Our growth public criticism of guns and those that only about 15 percent of per- has been fueled by innovative new who own them, while it is simultane- sonal defense handguns sold will be products such as our Master Series ously attracting many hundreds of equipped with a laser sight. That 1911 Lasergrips and our rail-mount- thousands of new customers who percentage should be a lot higher! ed lights and lasers, as well as by understand the unique heritage and It’s our job to educate consumers, marketing activities such as distribut- value of owning firearms. People retailers, and firearms manufacturers ing more than 400,000 copies of our from all walks of life are thinking about the advantages of laser sights laser-training DVD, The Laser’s Edge. about gun rights and the role of for personal defense, and then create Our laser sales naturally track with guns in society more than ever, the right products and bring them to handgun sales, so with help from which I believe is good for the market at the right price. partners such as Ruger, Kimber, industry and good for America. Lane Tobiassen: “Our growth has Smith & Wesson, and others, the been fueled by innovative new prod- SD: What does CTC need to do to handgun laser-sight market has dra- SD: What do you see as the biggest ucts and marketing activities.” maintain its leadership position? matically expanded during the past challenges facing the industry in the several years. Tens of thousands of next five years? We can’t let negative messages about LT: I believe it comes down to four new handgun owners have been guns stand unchallenged. If we do, basic principles: Invest in growing introduced to the benefits of laser LT: Fighting misdirected gun-control before we know it, guns will be mar- the market for laser sights; build sights for personal defense. Lastly, legislation will always be a challenge ginalized or stigmatized as something innovative, quality products that our our operations team has met the because anti-gun forces will never out of the mainstream. I also think customers value; treat those custom- challenge by increasing efficiency to give up on their mission of restricting about the aging demographic of the ers like kings; and never forget that fulfill this demand. gun ownership. Fostering positive “typical” gun owner. While we have our employees, dealers, and suppliers public perceptions about gun owner- seen more younger customers (and are the ones who make it all happen! SD: Your role as president and CEO of ship and the role of guns in American women) enter the market, we will Booth #16731. (800-442-2406; CTC provides you with a unique per- life is something I think about a lot. need to continue attracting younger crimsontrace.com)

MAKING THE OUTDOOR CONNECTION

help expand and grow the Pass It of Pass It On–Outdoor Mentors. zations that bridge the gap On–Outdoor Mentors program. “Having Federal Ammunition on between youth mentoring organi- The organization is currently our team will greatly enhance our zations and hunting organiza- working in several states to ability to get kids outdoors.” tions, and that’s why we chose to implement outdoor mentoring “Research by a number of orga- support it.” partnerships that provide more nizations confirms that new Pass It On–Outdoor Mentors opportunities for kids to learn to hunters and shooters are recruit- partners with state fish and hunt, shoot, and fish. ed by a mentor. Growing this wildlife agencies, conservation “With our emphasis on reaching model is good for the future of organizations, and youth organi- children with no connection to hunting and shooting,” says zations to give at-risk children Federal Premium Ammunition the outdoors, it is critical to our Federal Premium Ammunition’s opportunities to participate in and Pass It On–Outdoor Mentors efforts that we depend upon sup- conservation manager, Ryan outdoor sports and activities.” recently announced a new three- port from the outdoors industry,” Bronson. “Pass It On–Outdoor Booth #14551. (800-322-2342; year sponsorship commitment to says Mike Christensen, president Mentors is one of the few organi- federalpremium.com)

86 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE Connecting to New Customers Muck Boot gets social By Peter B. Mathiesen ith interactive social media integrated into nearly every segment of the lives of younger The Original Muck Boot Company has embraced social media as a consumers, the Original Muck Boot Company powerful and cost-effective way to connect with younger customers. has been reaching out and communicating with them in droves. Muck has been actively using FacebookW for more than three years, communicating about new keeper,” he says. there were more than 159 comments products and getting customer feedback, all while creating Hollywood Public Relations, and 75 shares. Both promotions enduring relationships with consumers. It started with being a Muck’s PR agency, manages much of doubled the company’s website traf- “Fan,” offering tips and letting people know what’s new. Today the day-to-day strategies of the site. fic for months. it’s active, minute-to-minute correspondence with an audience “Where many companies fail in social What Muck has learned—a lesson that’s grown to 30,000 fans. Traffic has also expanded to Twitter media is just not paying attention. yet to be to understood by many in and the hugely popular Instagram. You have to be responsive—and I the shooting-sports industry—is that mean now, not at the end of the day,” maintaining a viable social media says Darlene Hollywood, the PR site takes a lot of work. But the “We see traffic that is measurable, ors, or having fans write captions to company’s principal. results are truly worth all the extra active, and keeps us on the cutting emotional outdoor photos are regular Last October, Muck created a effort. edge of what our consumers see as occurrences, with product giveaways one-hour live event on Facebook “Sure, it takes time and personnel our brand identity. It has been a as part of the mix. The key, O’Brien with the company’s product design- to interact with the site,” O’Brien major resource for us,” says Sean says, is to offer something new nearly er. Called “Hunting for the Perfect says. “But the ‘Aha’ moment is that O’Brien, Muck Boot’s global director every day. This kind of effort can’t be Pair of Boots,” the live feed needed it’s essentially free promotion, adver- of retail footwear. a part-time effort. “As any experi- four people to type answers to ques- tising, and feedback all in one.” Events such as contests for dis- enced social media editor will tell tions. During the Q&A, 489 new Booth #10951. (855-377-2668; counts, kids picking their favorite col- you, there must be a full-time gate- Likes were received. In addition, muckbootcompany.com) FEATURE Expanding Reach Synergy Outdoors becomes Plano Synergy Holdings By Robert F. Staeger ynergy Outdoors has long been known for its many and varied holdings in the outdoors marketplace. From trail cams to crossbows to deer attractants, you could always count on one of Synergy’s many arms to have the right trick up its sleeve. But last October marked the company’s most exciting transformation yet: Plano Molding acquired Synergy Outdoors, S forming a new company, Plano Synergy Holdings. “This is a strategic merger,” says Tom Hurt, Innovations’ turn, getting a new buck logo and tions. The company’s other Facebook pages have CEO of Plano Synergy Holdings. “We’re going attention on American Chopper. Evolved—the similarly grown, tripling or quadrupling in fans to combine hunting and fishing so we can be a arm comprising Evolved Habitats and Evolved in a matter of months. year-round outdoor category leader.” The acqui- Harvest—is probably up next for a makeover. sition—with the support of the Ontario Teachers’ “We don’t do things that are going to com- Pension Plan, which owns Plano—makes the pletely erase the brand history or anything,” says New Products company even more of a year-round outdoors Angle. “It’s more an update to give a contempo- Important as it is, the merger isn’t dominating powerhouse. rary look. We try to have some sort of theme, so Plano Synergy’s outlook for 2014. There are still “Plano definitely is the right partner, because when you look at our catalogs you can see that new products to introduce to the world. we have the same customers in most cases,” says they’re a family, but they’re each individual Ameristep, for instance, will debut a new tree- Ryan Busbice, the company’s executive vice brands.” stand line called Hyde, a hang-on stand with president and general manager. “I know that rails. “It’s a very techie-looking treestand,” says we’ll work cohesively together, but as far as any Angle. “It’ll put us at a little higher price point, specific projects are concerned, it’s too soon to Media Footprint with a very different stand than the kind we tell. Certainly on the operations and customer Plano Synergy Holdings is present in all sorts of have.” Ameristep is also partnering with Buck service side, we’ll integrate, and work to exceed traditional media, with print ads in hunting mag- Commander for another line of treestands, and it our expectations there.” azines and its own blocks of shows on the will produce ground blinds with Lee and Tiffany The new company will retain its current offic- Outdoor Channel and the Sportsman Channel. of The Outdoor Channel’s The Crush. es, including Plano’s headquarters in Illinois and The company produces several shows, and then In the game-call category, Flextone will be Synergy’s various locations in Louisiana, Texas, sponsors dozens more. The exposure is like unveiling a revolutionary deer grunt call— Michigan, and Florida. “All those offices will clockwork, changing with the seasons. essentially a non-electronic remote call. Hunters still exist and remain functioning,” can put the end of the call as far as says Busbice. 30 feet away, and then blow through Despite the shared name, the a tube to activate it. “It allows you to companies are still going to operate make the sound come from any- separately in a lot of ways. “The where but where you are,” says best way to describe it is like divi- Angle. “If you’re up in a tree and sions,” says Busbice. “We have tal- you grunt, sometimes the deer looks ented people in the Synergy orga- right up. This way, you’ll be able to nization, and Plano also has talent- have the deer sound coming from ed people, and I don’t see any your left or your right, and away changes regarding employment. If from you.” It’s the sort of revolu- we get bigger, we’ll probably have tionary product the grunt-call mar- to employ more people.” ket hasn’t seen for a while, says And who knows what other opportunities will “We try to saturate it, and we’re strategic,” says Angle. “There’s been a lot of cosmetic changes, arise for a company that’s on the move. “In 18 Angle. “So June and July, we’ll really talk about and materials changes for sound. But this is months, two years down the road, there might Evolve—attractants, seeds, food plots—and then truly different in a sea of sameness.” be another acquisition,” says Hurt. “We’re we’ll roll into cameras, and then we’ll roll into Wildgame Innovations is making two signifi- shooting to become a much bigger company in crossbows and that kind of thing. There’s a strate- cant releases on the feed and attractant side, as the outdoor world.” gy to it. It’s a year-round tool for us. We feel like well—even more than Chestnut Rage, a new spin we’re really strong on the print and TV side. It’s on the popular attractant Acorn Rage. The first is like we’re moving into phase two—becoming a a product called DOA, for Deer Only Attractant. Brand Management dominant brand socially. You’ll see more and “It’s basically a product that hogs won’t eat,” Synergy’s existing corporate structure makes the more videos, more and more engagement on says Angle. “In the south and other areas where merger almost seamless—or rather, just one more Twitter, Instagram, Facebook, those kinds of the wild hog population is continuing to grow, seam in a quilt that includes many. “We tend to things.” they’re constantly coming to the feed and attrac- look at each brand individually,” says Pete Angle, Angle describes the company’s social media tant piles.” But DOA keeps the hogs at arm’s Plano Synergy’s vice president of marketing. strategy as “grassroots”—he recognizes the length. “They don’t like it,” he says. “They’ll “And we’re always looking at ways to grow the importance of entertainment value in viral vid- give it one taste and never go back to it again.” brand. We really take pride in our brands, and we eos, but he doesn’t want to lose sight of the vid- The other potential game-changer is a product bring quality creative and storytelling to the mar- eo’s main purpose. “At the end of the day, we called Dirt Bag: a molasses attractant that goes ket.” want to sell something. But we realize that you onto the ground like a dirt pile. It uses UV tech- Angle suggests that one breakout star is poten- have to grab the people, entertain them, and nology to attract deer. Deer really see the ultravi- tially Halo, Plano Synergy’s rangefinder compa- excite them about your brand,” he says. “We olet spectrum—think of the UV-killing products ny. Halo falls under WGI Innovations, the Dallas want to build brand loyalists, and video is a used to squelch the glow of laundry detergent to division that handles most of the company’s elec- great way to do it. And with social media, it just keep hunters hidden—but Wildgame Innovations tronics, including trail cameras, action cameras, continues to extend the outlet to the consumer.” is turning that minus into a plus. Dirt Bag uses laser rangefinders, electronic game calls, and Each brand gets its own social media page and UV to mark the attractant. ”We treat our attrac- feeders. Halo is poised to become a stand-alone identity. “We don’t market things under Plano tant products so that the deer see it more. They optic brand. Synergy; we market things through the respective won’t necessarily have to smell it. To them, it’s “There’s a lot of potential to expand it,” says brands. We have Facebook pages for all the com- going to look like it’s glowing.” Angle. “Branding-wise, you’ll be seeing a lot panies, and also for our TV show, Wild Game If branding is all about making your product more Halo.” Nation.” The Wild Game Nation page has stand out from the competition, then this is truly Each brand gets individual attention. Recently, topped 220,000 fans, growing quickly from a base an innovation: Plano Synergy has begun market- for example, the logo for Ameristep was refur- of around 15,000. Synergy grew the numbers ing to the game itself. Booth #15527. (225-638- bished. Prior to that, it was Wildgame with fan engagement, contests, and other promo- 4016; synergyod.com)

90 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE

Ben MINUTES Rivera President, WITH… Leatherman Tools Application-Driven Design Leatherman continues to do the impossible By Slaton L. White ix months ago, Leatherman Tool Group Inc., parent company to Leatherman multi-tools and LED Lenser lights, announced the appointment of Benjamin Rivera as president of Leatherman Tool. Rivera, an engineer, has been with the Tool Group for 22 years and has played a pivotal role in the design and evolution of the category-defining multi-tools. S Rivera sat down recently with SHOT Daily to discuss his new role and the future of Leatherman.

SHOT Daily: Leatherman created cessful making it and selling it, and the multi-tool category. That’s great, our channels would accept it, then but the innovation has created a lot of we might have a winner. competition. How do you continue to Our philosophy there is, “Try often separate Leatherman from the crowd? and fail fast.” Our strategy is to develop and test-market lots of ideas Benjamin Rivera: We pay and then commercialize the ones that attention to the details that none of show evidence of having sticking our competitors do. The details may power. We really want to bring for- not even be visible to the consumer ward innovative products, beyond just when they first take the tool out of multi-tools and lights. Funding for the box, but after using it, they start FRPDX is separate from the perfor- to appreciate the finer points of the mance measures of the Leatherman tools that make them more useful, Tool business, so that permission to more comfortable, and oftentimes fail is authentic. Pressure to succeed more applicable than those of our is based on product passion and competitors. It’s truly application- desire to do something new, more driven design. than it is a room full of VPs breath- We have 30 years of experience in ing down their necks to optimize the multi-purpose tools that finds its way return on investment. We know that into every product we make. It’s in in the end, there have to be results to our blood. Our rules are different Benjamin Rivera, president of Leatherman Tools, says, “I am at heart a prod- prove our worth, and some products because we didn’t start as a knife uct guy, but I know that my focus has to widen to running the whole business.” are now on deck, ready to succeed. company or a hand-tool company. To achieve that goal, he will continue “to try often and fail fast.” We didn’t know that what we wanted SD: In your opinion, what makes a to do was impossible, and so we did involved in the details of the product New Product Development (NPD) Leatherman a Leatherman? it—and continue to do it. We started and have a big impact on maintain- process. As we gain experience and as a multi-purpose tool company, ing and building the brand. I have success through the small runs, we BR: Prepared for the expected and without preconceived ideas about also joked that when I take a vaca- can, and will, scale the success up unexpected. The quality ensures that what consumers expected. We wrote tion, what I do is up to me and that I with less risk. The barrier for inno- it will perform when needed as need- our own definitions, and as a result, still might invest some of my own vation just got a lot lower. ed. All of our products have to be we make the best multi-purpose tool, time in actual design work. We’ll see useful enough that you would buy period. how that works for me! SD: How important is your innovation them for what they can do, but their lab, FreeRange PDX, to the company. true worth is demonstrated when, in SD: Appointing a designer as presi- SD: Why was the acquisition of Are designs allowed to fail in order to a pinch, they do something you didn’t dent reminds one of the old days of PocketToolX so important to the future learn something new? expect, and you discover their value Detroit, when car guys ran the car com- of Leatherman? exceeds what you paid for. panies. With your new duties, do you BR: FreeRange PDX (FRPDX) is There when needed. What is the think you will still be able to have a BR: PocketToolX was the seed that our innovation department. Our pur- best tool in your toolbox? So com- hands-on approach to design? grew into an innovation tree for our pose is to identify problems people pact it is always there. The one you company. Through that small acqui- have, and solve them with great have when you need it! BR: I know that my focus has to sition, we were able to justify an products. We filter the problems that Feature density. All Leatherman widen to running the whole business, investment in a flexible manufactur- we choose to solve using our compa- products are engineered to be as and I will do that. But I am, at heart, ing cell that we are now calling the ny mission statement: “We improve compact as possible for the number a product guy. I have communicated “Custom Cell.” That cell is built people’s lives by creating products of features and performance level. to the company and my team that I around the philosophy that we can that prepare them for the expected Our tools are engineered to perform still intend to be involved in the profitably make products or features and the unexpected.” We then filter as many function each as possible. design of the product. Tim for products in runs as small as 1,000 the resulting products that we choose Works when needed. We have Leatherman was a mentor to me. pieces. This really opens the door to commercialize by matching them learned all the common ways our When I worked for him, he reviewed for us in trying new things—new to our competencies of brand, corpo- tools are used, but we engineer all my design work personally, as a features for our core products that rate culture, and channel access. If them for the uncommon. user would. I learned that the details can take us into smaller niches than our core users would believe it came Booth #14512. (503-253-7826; matter, and that the president can be were ever possible with our full-scale from us, our company can be suc- leatherman.com)

92 ■ SHOT BUSINESS DAILY ■ DAY 2, JANUARY 15, 2014 FEATURE

The original Pronghorn, which debuted in 2002, combined a supportive flexible foundation with a lighter upper boot. The result was a light hiker-hunter boot that proved very popular with outdoorsmen. Over the years, the design of the boot evolved, but requests for the original have convinced Danner to bring it back.

DannerThe revives Real the original Pronghorn Deal By Peter B. Mathiesen n 2002, Danner released the Pronghorn boot line. It boasted an innovative concept that combined a supportive flexible foundation with a lighter upper boot. The result was a light hiker-hunter boot that would deliver a low- fatigue walk in the woods or the mountains. A decade later, the Pronghorn has become one of the hallmarks of the Danner boot line, encompassing I more than 15 designs while remaining a major traffic builder for dealers. Back in 2002, I was one of eight hunters that even while moving technology forward. If you visit received a pair of leather Pronghorns on a bird- the recently constructed plant in Portland, you will hunting trip to South America. Like many rushed- find active production of numerous classic boots packing jobs, the boots were tossed into a bag, and used by loggers, linemen, and construction workers. I could only hope the break-in would not be an The design of many of these boots has remained agonizing, blister-ridden experience. As I found essentially unchanged for 30 years. Another factor out later, the rest of the crew on that trip packed was the occasional calls to customer service by just as I had. Danner fans who were looking to purchase After a few days, though, I noticed no one had Pronghorns made between 2002 and 2004. complained about the break-in of their boots. In After a thorough review of the Pronghorn’s origi- fact, the silence was a deafening testament to the nal design, Cade says Danner decided to recon- efficient fit and supportive performance that wear- struct the original boot and re-release it. The reis- ers find the first day they put on these boots. A few sued boot is true to its original last and construc- months later, the boot received a “Best of the Best” tion, but does benefit from a couple of comfort award from Field & Stream, with the comment, updates. First, a new toe box provides extra room; “The Pronghorn does what so many boots promise second, the addition of the new F14 outsole, Cade and don’t deliver… They are excruciatingly com- says, “just may be the best general-use sole we’ve fortable and supportive from the first moment you ever made.” put them on.” Most hunters will appreciate the embracing, yet With more than 1 million pairs in circulation, forgiving, fit, which lends itself to better support the Danner Pronghorn has evolved. Slight chang- when traversing difficult, uneven ground. Other es have technically advanced the boots while cre- proven design elements include a heel-encasement ating demand for new product turns. However, system that keeps even a narrow heel in place. The there has always been a loyal, steadfast following rich, full-grain leather (a slightly different shade of the originals. than seen on the original) should last consumers “We made several changes to boots,” says Ryan many seasons. The Pronghorn reissue is also 10 Cade, product line manager for LaCrosse and percent lighter than the original. Danner. “We enlarged the last slightly to accom- As a professional footwear tester (who still owns modate cold weather, made them taller, and added that original pair of Pronghorns), I am always newer materials. The changes have helped the wary when a manufacturer talks about the signifi- boots continue to find an audience.” cance of creating a new product out of an old Those changes, Cade admits, have modified the design. In too many cases, it’s simply hype. But boot from its original design. But rather than simply this “new” Prong- horn is the real deal. The boot say “that’s progress,” Danner decided to take anoth- will ship this summer and will be available in er look at the original design. Part of the reason for men’s and women’s sizing. SRP: $219. Booth that is Danner learned long ago to respect its history #10770. (800-345-0430; danner.com) FEATURE Custom, Yet Quick Nesika’s semi-custom rifles By curating a line of semi-custom rifles, Nesika can offer provide high-end accuracy discriminating customers top-of-the-line products without the long wait that often accompanies custom orders. without the wait By David Draper n manufacturing, and in marketing, niche brands means something, especially to discriminating consumers who desire the highest levels of performance and the cachet that comes with owning the very best. For benchrest shooters, one name that consistently appears on the championship podium is Nesika Bay Precision, a custom action company acquired by Freedom Group in 2009. Looking to extend their influence outside the action market and create a well-recognized brand notable for its accuracy, INesika recently announced plans to offer semi-custom competition and sporting rifles to the consumer and dealer markets. According to Richard Spruill, assistant product manager of Dakota Arms, possible. Nesika actions are responsible for several world records and which encompasses the Nesika brand at Freedom Group, Nesika Custom helped Tim Stewart win the Individual 2012 European Championship with Rifles will offer customers something that, until now, couldn’t be found at his Dolphin F/TR rifle. gun stores. The move directly targets the shooter who is looking for a bet- The same materials, machines, and craftsmen that produce these record- ter rifle that helps him shoot to the absolute best of his abilities. breaking competitive actions will also be responsible for crafting and “This gives the customer who wants the best available rifle a choice,” assembling all Nesika Custom Rifles. In addition, the rifles feature compo- says Spruill. “Consider it a package deal of the best components already nents anyone familiar with riflemaking will recognize, including Douglas put together into an accurate, affordable, available rifle without the long air-gauged barrels and hand-tested Timney triggers. wait that typically occurs when having a custom rifle built.” All this is fitted into hand-laid composite stocks to create accurate 100 At the heart of every Nesika Custom Rifle will be the namesake receiver percent American-made rifles that exhibit the highest levels of perfor- machined from 15-5 stainless steel and fitted with one-piece 4350 chrome- mance, both on the bench and in the field. Every Nesika Custom Rifle will moly bolts. Designed exclusively with accuracy in mind, all Nesika actions also come with guaranteed five-shot accuracy to 1 MOA at 100 yards. feature “Borden bumps” that perfectly center the bolt face in the receiver, Nesika Custom Rifles will be available in three models—Sporting, Long- longer tenons to ensure a trued fit, and tolerances measured in the ten- Range, and Tactical—in a selection of the most-requested and best- thousandths of an inch. Originally developed by Glen Harrison, the actions performing calibers. SRP: $3,499 to $4,499. Booth #14229. (800-243- have a single, laser-focused aim: to deliver the most accurate performance 9700; remington.com) FEATURE

Stack-On Total Defense safes meet the firearm storage standards set by Stack-On the California DOJ. The safes have a fire rating of 75 minutes at temperatures as high as 1,400 °F. The Upgrades programmable three- to eight-digit combo electronic lock also has a Safe Line failsafe backup entry key. tack-On Products is using the 2014 SHOT Show to introduce its enhanced Total SDefense series, which encompasses a total of 16 models. “We’re the only full-line safe company that offers long-gun storage that protects against flooding,” says Shelley Nehrt, Stack-On’s director of marketing. “In addition, the safes are waterproof in up to two feet of standing water for 72 hours.” Nehrt adds that the new safes will have a fire rating of 75 minutes at temperatures up to 1,400 °F. The new line will include a backlit electronic lock that illuminates with a single touch of one of the numbers on the keypad. “The easy-to-program electronic lock allows for storage of a three- to eight-digit combination as well as convenient battery access and failsafe entry via a backup key, which is included,” she says. “An electrical outlet is included for convenient charging of electronic devices while they are in the safe.” The Total Defense series doors are secured with a four-way locking system that uses up to seven extra-large 1.5-inch live-action locking bolts and three deadbolts. The live-action locking bolts are retracted or extended with the rotation of the five- spoke handle. All safes in this line also include factory-installed door organizers for added storage. SRP: $1,149 to $1,999. Booth #605. (800-323- 9601; stack-on.com) FEATURE

A Clean Business Is Smart Business Since 2011, Leupold & Stevens has been on a mission to cut hazardous waste generation By Shane Townsend t’s midmorning at the Leupold plant in Beaverton, Oregon. A khaki-clad visitor enters the security office. If his clipboard raises questions, his Oregon Department of Environmental Quality (ODEQ) credentials answer them. He is hazardous waste inspector Jay Collins. An inspection gone wrong could mean fines or—although a rare thing—even jail time for executives. I Leupold’s hazmat lead John Easton arrives. The men shake hands, don safety glasses, and head inside. Leupold is the largest optics man- ership at Leupold is on a mission “We won’t be satisfied with this,” ufacturer in the U.S. Each year, the and much will change before says Mundy, “We’ll keep at it until manufacturer turns 1 million ODEQ returns. we’re generating virtually no haz- pounds of steel and 5 million “Our goal is to be as efficient as ardous waste at all, until we’re as pounds of aluminum into optics and possible,” says marketing manager clean as possible.” mounting systems. The process gen- Pat Mundy, “It’s good, sustainable When ODEQ next comes knock- erates metal shavings, oils, and other business.” In the hunt for manufac- ing, they’ll find a significantly cleaner waste, some of which is hazardous. turing efficiency, Leupold long ago manufacturer in Leupold. Both par- In 1976, Congress passed the set its sights on the Small generator ties agree the shift is important Resource Conservation and status. In 2007, it cut waste by mov- beyond nomenclature. To Leupold Recovery Act to safely manage the ing to lead-free aluminum. By 2012, customers, Mundy says, “this effi- nation’s hazardous waste. On the Leupold & Stevens has significantly it had moved to lead-free steel and ciency helps provide high-quality, EPA’s behalf, the ODEQ holds com- reduced the amount of hazardous was recycling 98 percent of its oils affordable products created by an panies accountable based on their waste it produces in its facilities. and coolants. American workforce.” To monthly hazardous waste genera- “This had a huge impact,” says Oregonians, it protects jobs by keep- tion. These generators are classified Collins walks the plant evaluating Leupold’s environmental health spe- ing a local business competitive. As as Large (more than 2,200 pounds), Leupold’s plans and performance. cialist Mack Stanley, “It put us on for others, Collins puts it best: “It’s a Small (220 to 2,200 pounds), or He checks sources of waste and the verge of our SQG [Small] sta- little less. And if we all contribute Conditionally Exempt (less than 220 examines how it’s processed, segre- tus.” The culminating moment just a little bit less pollution, we can pounds). “The more you generate, gated, stored, packaged, and came in March 2013, when lab have the people we have and not the more the regulatory burden and shipped. The inspection ends with- results revealed Leupold had cut worry about the air we breathe or the cost, so there are benefits to reduc- out incident. On this particular day hazardous waste creation by more water we drink. It’s about everyone ing waste,” says Collins. “My goal is in 2011, Leupold meets regulations than 40 percent, earning the Small doing their part.” Booth #13023. to help them operate efficiently.” for Large generators. But the lead- Quantity Generator status. (503-646-9171; leupold.com) FEATURE

Full Foot Protection Farm to Feet’s All-American socks rock By Slaton L. White t’s one of the most bedeviling issues in cold-weather hunting. A hunter will invest in a pair of expensive insulated boots and then wear cheap socks, all but ensuring a miserable day in the field or on stand. So, when you sell a pair of quality boots, help the Icustomer by recommending good socks as well.

Farm to Feet, a sock brand owned by Nester “While we are proud that our socks are 100 mance of our socks we’ll refund or replace them.” Hosiery, makes merino wool socks, using all- percent American, we are just as proud of their The Cedar Fall socks sell for $26, and they are American sheep and an all-American workforce. I construction,” says Dave Petri, vice president of worth every penny. Booth #10840. (877-805- wore a pair of Cedar Falls, a traditional moun- marketing. “All of our socks have a 100 percent 5254; nesterhosiery.com) taineer over-the-calf-style sock from the compa- flat seamless toe closure that eliminates the possi- ny’s Sportsman Group, during a whitetail hunt in bility for blisters across the top of toes. They also Saskatchewan last fall where the coldest day was have a comfort compression fit that results in a The Cedar Falls, -10 °F. We were hunting out of treestands, which sock that hugs the foot. That not only reduces from Farm to Feet’s required you to sit patiently (if somewhat frigidly) fatigue, but it also provides superior comfort.” Sportsman Group, is from dawn to dusk. Petri points out that all Farm to Feet socks are a traditional moun- I’d hunted there seven years before, and made with double welt tops and extra reinforce- taineer over-the- although I took a nice whitetail, I learned very ment from the toe through the heel for added calf-style sock. quickly that my boots and socks were not up to durability. He also stresses that the manufacturer Double welt tops the task. This time around I made sure I had the uses high-grade merino wool “because wool is a and extra reinforce- right gear, including socks. The first day in the natural temperature regulator. It will keep you ment from the toe stand the temperatures were in the mid-teens, and warmer in winter, and cooler in summer.” He also through the heel I didn’t need to use any chemical warmers. As the notes that merino wool’s “long silky fibers are soft help ensure durabili- week progressed and the mercury continued to against your skin for itch-free comfort.” ty. Merino wool is drop, I added warmers. The problem wasn’t with Given the bone-chilling cold, I was most con- used to help provide the socks (or the boots); it was a lack of heat- cerned about how well the socks would retain the warmth needed generating movement. heat. Well, not only were the socks warm, they during cold weather. One hunter in camp suffered miserably that were really very comfortable to wear—an attri- first day; he said he basically lost all feeling in his bute, Petri says, that’s built in to every sock. toes. I lent him a spare pair of Cedar Falls. They “Our socks feel great and are super durable. We made the next three days much more bearable, he are so confident in them, in fact, that if you aren’t told me later. completely satisfied with the durability or perfor- FEATURE VersaMax Expands Line Four new models come aboard in 2014 By Slaton L. White ichael Vrooman, Remington’s shotgun product manager, is a big fan of the company’s legendary 1100 semi-auto. “It’s been part of the fabric of American hunting and shooting for 50 years,” he says. That said, he also notes that in the Msemi-auto arena, “we got caught looking in the rearview mirror when we should have been looking forward.”

But Remington is trying mightily “With the VersaPort, you’ll see tions for them. The VersaMax 3-Gun round one-piece carbon-fiber maga- to remedy this, and the introduction much more consistent bolt speed, comes with an enlarged feeding port, zine tube, a two-shot mag extension of the VersaMax semi-auto three regardless of the size of the shells you so a competitor on the run, so to (for a total capacity of 10+1), and QD years ago, and its acceptance by the shoot,” he says. “That allows the gun speak, can reload faster and smoother. sling swivel cups on the stock and American shooter, is helping the to perform flawlessly.” We also added a welded-style carrier forend. Finally, just to make sure manufacturer focus properly on the But the gas system (along with and an oversize bolt-closure button, everyone knows what you’re shoot- road ahead. Remington’s SuperCell recoil pad) both of which help a competitor per- ing, Remington has employed a “One of the reasons for the success also turns the VersaMax 12-gauge form at a higher level.” bright-green Cerakote receiver. SRP: of the VersaMax is the VersaPort gas- into a surprisingly soft-shooting gun. Other features include an adjust- $1,699. Booth #14229. (800-243- operating system, which is really the “Light recoil has lots of benefits,” able XS rear rifle sight, an eight- 9700; remington.com) heart and lungs of the shotgun,” he Vrooman says. “For example, it says. “The system regulates the allows quicker target acquisition for a cycling pressure based on the length second shot, and there’s less fatigue of the shell. If you shoot a 2¾-inch after a long day of shooting. It makes shell, all seven ports are open. When the whole experience a whole lot you step up to a 3-inch shell, four more enjoyable.” ports are exposed, and with a 3½-inch For 2014, four new iterations of shell only three ports are open.” the line will appear—3-Gun Remington’s VersaMax semi-auto In other words, the system uses Competition, Waterfowl Pro, Wood shotgun will see four new models only what it needs to cycle the shell. Tech, and a left-hand version. this year. One is the Wood Tech, Think of variable-displacement “The VersaMax has become the which comes with a synthetic engines in cars and trucks that can gun of choice in 3-Gun competition,” stock designed to look like wood cycle between four, six, and eight Vrooman says. “These competitors and is available with a complete cylinders, depending on whether have a unique set of needs and heavily set of comb inserts—low, medi- the operator wants economy or per- modify their guns. We decided that um, and high—for optimal fit. formance. we wanted to make those modifica- FEATURE Western Powders Expands Selection By Brandon Butler ight smack in the middle of nowhere in eastern Montana, Western Powders is turning out some of the industry’s most in-demand powders, cleaning solvents, and supplies. Ramshot reloading powders, Accurate reloading powders, Montana X-treme gun-care products, Blackhorn 209 muzzleloading powder, and Norma smokeless powder are the R brands operating under the Western Powders umbrella. Western Powders started off selling other market to meet the demands of specific shooting manufacturers’ gun powders, but in 1998 it scenarios. decided to develop and market its own. Ramshot “We’ve added to our powder lineup this year was its first brand, and then the company pur- with the addition of LT-32, a powder intended chased Accurate Arms in 2005 and Montana for extreme accuracy in the 6BR-6PPC size X-Treme Gun Cleaning Products in 2006. It cases,” says marketing director Rob Behr. launched Blackhorn 209—a low-residue, high- “It’s been consistently winning matches around performance propellant—in 2008. the country.” “I shoot Blackhorn 209 exclusively,” says Tony Montana X-Treme solvents are highly Smotherman, host of Travelin’ Hunter TV. “It’s a regarded gun-care solvents. They are designed super clean, consistent-burning powder that has to aggressively attack fouling while reducing the Western Powders has evolved over the made my groups tighten up by an inch or better. overall time it takes to clean firearms. years and now offers a diverse and innova- Along with the incredible accuracy I have “Our Montana X-Treme product line remains tive line of blackpowder propellants, gained by switching to Blackhorn 209, I cut my a best seller, along with Copper Killer, which smokeless powders, and cleaning agents. cleaning time down significantly.” was rated by Gun Tests Magazine as the best Blackhorn 209 performs as it does because it product of its type they had tested,” Behr says. was specifically designed for modern inline Western Powders released a new combined cartridges and powders, including LT-32. In muzzleloaders with sealed ignition systems using load guide for Accurate and Ramshot Powders addition, Western Powders is now distributing standard 209 shotshell primers. The innovative Edition 5.0 last fall. It includes new data for Norma powders in the United States. Booth company continues to bring new powders to plated pistol bullets and information for new #3227. (800-497-1007; blackhorn209.com) NEWS

the misfire that occurs when the bolt gets bumped out of battery in the field. The solution, a simple detent pin, is patented, and it’s an improvement that will set the Ethos apart from competing inertia guns. The Ethos action is tuned to function with 7 the increasingly popular /8-ounce loads. A new carrier and beveled loading port make the gun easier to load, eliminating the pinch you get from some other Benellis, and the gun has an enlarged bolt-release button as well, improving its ergonomics. The Ethos features a unique approach to recoil reduction with Benelli’s new “Progressive Comfort System.” It works like competing The new Ethos is essentially a redesign of the shock-absorber-type pads but without springs or European Legacy. The innovative feature is a hydraulics, and without ruining the lines of the patented detent pin that Benelli believes will stock. set the gun apart from other inertia guns. A soft comb insert in the stock further reduces recoil. Optional recoil pads allow you to adjust stock length from 13.8 inches to 15. I had a chance to shoot the Ethos at birds and Benelli Debuts Ethos clays on a visit to the Benelli factory in Italy last March. It was light and easy to carry, but easy to By Phil Bourjaily hit with, too. For a 6½-pound gun, its recoil was very manageable, thanks to the new recoil enelli’s Ethos debuts at SHOT 2014. Wood-stocked and lightweight, reduction system. it’s sure to be a hit with upland hunters. The gun offers many innova- Benelli says the Ethos will be the platform for tive features and improvements that will eventually find their way into the next generation of Benelli semi-autos. the next generation of Benellis. For now, though, customers who want Certainly its new features—especially the click- Benelli’s cutting edge will have to buy the Ethos to get it. proof bolt—made my old faithful Benelli B Montefeltro seem obsolete by comparison. Now I feel like the owner of last year’s super-fast com- Essentially a redesign of the Legacy sold in such weight-saving features as a carbon-fiber pound bow. I want to trade it in on this year’s Europe, the Ethos has lines that are modern rib. The gun’s real innovations aren’t visible model. A lot of hunters are going to feel the without being radical. It’s a sleek, good-looking from the outside, though. With the Ethos, same way once they see the Ethos. SRP: $1,999. gun that weighs around 6½ pounds, thanks to Benelli engineers have cured the “Benelli click,” Booth #13356. (800-264-4962; benelliusa.com)

Tibet GTX® Hi NEW Z-8S GTX®

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• Special medial sole wrap to prevent rope abrasion while rappelling (on the new Z-8S GTX®). • Patented tongue stud with X-Lacing to hold the foot ﬁ rmly, with no hot spots or pressure points (on the new Tibet Hi GTX®). • Patented, lasted GORE-TEX® linings for waterproof / breathable comfort with virtually no chance of blisters. HANDCRAFTED IN EUROPE • Shock absorbing PU midsoles that last far longer than the cheaper alternatives. It’s why LOWA continues to be the only outdoor footwear manufacturer to hold ISO 9001 status for highest quality construction and process standards. To see the entire 2014 line of LOWA Boots, visit www.lowaboots.com

Visit tous learn at SHOT more Showabout theBooth 2014 #10232 line of © 2014 LOWA Boots, LLC. GORE-TEX® is a registered trademark of W.L. Gore & Associates Inc. VIBRAM®, the Octagon Logo, and the Yellow Octagon Logo and the color Canary Yellow are registered trademarks of Vibram S.p.A. LOWA Hunting & Task Force boots.

BC_023887_SBDD114P.indd 1 12/11/13 9:50 AM NEWS

WILDLIFE LaCrosse Expands Aero Technology AUCTION SETS ast year LaCrosse came to market with new technology in neoprene footwear. The line featured a new last and notably different materials from those employed RECORD in the AlphaBurly line of the last decade. The investment in the patent-pending AeroForm technology boots paid off handsomely, as Lacrosse retailers responded positively to the new line. For 2014, the company is expanding the boots to a An auction conducted by premium-priced wader line, as well as to an all-new work-boot segment. the Dallas Safari Club (Booth #2032) has raised L $350,000 for rhino conser- The AeroForm technology uses AeroForm technology uses a liquid vation efforts in Namibia. a liquid polyurethane-over-neo- polyurethane-over-neoprene con- The proceeds will go into a prene construction. The procedure struction that helps create a dura- special fund used by the starts with a flexible, insulating ble but flexible boot bottom. Namibian Ministry of neoprene sock that has a liquid Environment and Tourism rubber seal on the back seam to adding workplace safety specs, for anti-poaching patrols, add durability and provide the flex- including a metallic safety toe and habitat protection, research, ibility needed to easily slide the impact 360 met guards (360 degrees and other measures crucial boot on and off. In the final step, coverage of the metatarsal), with the for protecting populations this liquid polyurethane is injected choice of 3.5-millimeter or 7-milli- of endangered black rhinos. The auctioned item is a into a mold around the sock to meter thicknesses for cool or cold hunting permit for a black form a highly durable but light- conditions. The boots will come in rhino. Selective hunting weight insulating shell that sur- two heights—12 and 16 inches. helps rhino populations rounds the foot up to the shin. An adjustable ankle gusset allows grow by removing old, post- “This is a perfect boot bottom to for larger calves, and the integrated breeding bulls that often update and expand our waders,” shank adds support for workers kill younger, breeding bulls, says Ryan Cade, product line man- who spend long periods of time on cows, and calves. The auc- ager for LaCrosse and Danner. ladders. “For many of the same tion and hunt are endorsed “These bottoms are particularly reasons the new line works as a by three global wildlife flexible, yet they offer support and with cold-weather hunting in mind, wader, it’s also fantastic for work- authorities: U.S. Fish and protection from sticks and the the AeroForm wader boot-foot site wear,” Cade says. “Think of it Wildlife Service, IUCN (affil- cold.” bottoms will sport 7-millimeter as a light supportive glove that iated with the United The new AeroForm Wader has a thickness for warmth. keeps your foot dry and safe.” SRP: Nations), and CITES (an 5-millimeter-thick neoprene upper In the work-related category, two $350, AeroForm waders; $139.95, international treaty to pro- constructed with a protective outer new black boots with yellow trim— AeroGuards. Booth #10770. (800- tect endangered species). layer that resists thickets, sticks, called the AeroGuard—will incor- 323-2668; lacrossefootwear. and other sharp objects. Designed porate the same basic design while com) —Peter B. Mathiesen

EOTech’s Holographic Weapon Sight is superior to red dots: • Large ring around the dot gets you on target faster • The smallest dot in the industry provides better accuracy • Square window offers the largest feld of view transform your arsenal.

XPS Black

BC_024438_SBDD114P.indd 1 12/21/13 1:47 PM news

Sitka’s new Blizzard Jacket CITY SLICKER (right) and Blizzard Bib Pant take advantage of PrimaLoft’s new waterproof down blends. The cutting-edge down insulation will be especially appealing to late-season hunters who must endure hours of sitting Great Protection In motionless in a treestand or Crowded Areas & While blind in extremely cold weather. Vacationing Abroad Warmth Without Weight MSRP Sitka takes advantage $2499 of new PrimaLoft Style M63 down insulation By Peter B. Mathiesen n the last two decades, PrimaLoft insulation has earned dedicated followers across the spectrum of performance outdoor enthusiasts. The company’s progress from a maker of specialty military clothing and insulation to a supplier of I the mountaineering community has given it serious wilderness cred. PrimaLoft also has moved aggressively into the “We do a great job of communicating with shooting-sports arena over the last few years, gaining manufacturers such as North Face and Sitka,” adoption by such top clothing retailers as L.L. Bean, says Dave Newey, global marketing manager for Browning (Booth #12740), Under Armour (Booth PrimaLoft. “They understand our products and #11040), Rocky (Booth #11340), and Sitka (Booth history. Consumers and even retailers, however, #10328). The company’s primary product, a non- don’t always know that the products they have bulky synthetic-down insulation, has proved that it use our insulation.” will keep hunters warm even when it gets wet. And That’s about to change, Newey says, with an when it does get wet, the wearer can “cook dry” entire realignment of marketing resources at (using body heat to dry out the fibers) the garment retail, featuring all-new hangtags. On the consum- Carry all of your coins while in the field. As a result, PrimaLoft has devel- er side, a large investment is planned in social & other small heavy items oped a fanatical following of backcountry hunters media and consumer videos on the web, in addi- with comfort & security who don’t have the luxury of heading to the truck or tion to advertising and public relations in print. the house to dry out at the end of the day. PrimaLoft is dedicated to making consumers Can Be Worn In 2012, PrimaLoft separated from its large con- aware of how the product works and why they • Tucked in your pants • In jacket glomerate parent, Albany International, to concen- should choose it. This year’s array of new product trate on its consumer marketing goals. For 2014, includes three grades of waterproof down blends, • In pants pocket • In handbag the company will bring major new product to mar- base layers, and fleece fabrics. “We want to ket with fresh new looks to reach out to outdoor become the go-to supplier for more than just our consumers and retailers. successful down synthetics,” Newey says. Please visit us at Booth # 10962 Sitka Gets Primed We didn’t invent concealment, we just perfected it!

Making a product that ben- truly takes lightweight field proved that this was efits a large number of warmth to a new level.” the first down we had tri- competitive manufacturers PrimaLoft’s new water- aled that will keep you is tricky business. Cutting- proof down blends came at warm, even in what we call edge technology will only the right time for Sitka, ‘Cocoon Mode’—sitting on get you so far; the other which offers an extreme- treestands with little or no part is the dedication to cold down line that is barely movement for hours at a foster relationships. two seasons old. “When we time. This is a game- “PrimaLoft was the first tested the new PrimaLoft changer in our industry.” 800-GUNHIDE synthetic material that down blends, the results Sitka products that will completely matched the were staggering,” says Hart. now feature PrimaLoft syn- 631-841-6300 performance goals of our “The product was so effi- thetic down include the clothing line,” says Jonathan cient, we immediately com- Blizzard jacket and bib. www.desantisholster.com Hart, founder and CEO of mitted SKUs to the down Booth #10328. (877-748- Sitka Brand Clothing. “It blends. Our testing in the 5264; sitkagear.com) 431 Bayview Avenue, Amityville, NY 11701

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Benchmade Goes Into Growth Mode Benchmade’s law-enforcement division is now positioned to better serve its customer base By Christopher Cogley n case you haven’t noticed, the tactical and law-enforcement segment of the shooting, hunting, and outdoors industry is growing. Rapidly. Anyone who Benchmade has been making products specifical- doubts this need only look at the expanding floor space that this section of ly for law-enforcement and tactical customers for the industry is accounting for at the SHOT Show. One of the companies that years, but the manufacturer never had an orga- has noticed this trend, and is making strategic business adaptations in nized law-enforcement division. Now a new divi- I response to it, is Benchmade Knife Company. sion will concentrate its efforts in this area. “Tactical and law-enforcement sales have always ment division,” Lau says. “We wanted to focus departments and make it easier to share assets, been a big part of our business,” says Derrick our efforts in this important category so we could which is going to ultimately benefit the customer Lau, public relations and communications manag- better serve both our existing and new custom- by helping us get them what they need more er for Benchmade. “But it’s definitely grown in ers.” effectively and more efficiently.” recent years, not just for professionals, but also in As part of the new division, Brian Montgomery Lau also says that consolidating the law- the private sector with the increasing number of will focus on new business development for feder- enforcement and tactical departments into one tactical enthusiasts.” al law-enforcement sales, and Troy Corum will division will also benefit customers because the To better serve the needs of both the private concentrate on commercial law-enforcement new division can more effectively bridge the gap and public sectors of this growing segment, business development. Lau says that Benchmade’s between the needs of the customers and Benchmade has streamlined its sales and market- goal is to make sure that its customers don’t Benchmade’s product development team. ing efforts, and combined its law enforcement and notice the transition but are definitely aware of And with the growth of that segment of the tactical departments into one cohesive Law the positive impacts that result from it. industry showing no signs of slowing down, it’s a Enforcement Division. “So much of this is just taking our existing safe bet that Benchmade’s Law Enforcement “We’ve been making products specifically for efforts and consolidating them to be more Division will have plenty of ideas to explore in the law enforcement and tactical customers for years, streamlined,” he says. “By creating this division, coming years. Booth #10357. (800-800-7427; but we’ve never had an organized law-enforce- we can increase the communication between benchmade.com)

BC_022892_SBDD214P.indd 1 11/21/13 3:57 PM news

Safe Firearms Storage Ricoh Sees Last year, NSSF ramped up awareness of The program—whose motto is “Own It. Project ChildSafe, a program that has pro- Respect It. Secure It”—has distributed 36 mil- Beyond the Fog moted firearms safety and accident prevention lion free gun locks and packets of educational The recent morphing of digital imaging and through education and the distribution of free materials to gun owners in all 50 states and optics has produced landmark performance gun locks since 1998, helping law enforce- five U.S. territories. The packets include edu- changes in both the tactical, law enforcement, ment agencies and police departments distrib- cational videos that teach students how to and outdoor sporting arenas. On Tuesday, on the ute free gun locks to those requesting them. make the right decisions if they should floor of the SHOT Show, Ricoh/Pentax released a “We ramped up the program again because encounter a firearm in an unsupervised situa- new generation of visual aids with a digital binoc- safe storage and safe handling of guns has tion—say, at home or at a friend’s house. ular that can literally see through fog. been so much on people’s minds, given the And the project has yielded impressive The NV-10A Enhanced Binocular allows the tragedy in Newtown,” says NSSF senior results. There was a 22 percent decline in user to see detailed video images in real time of director of communications Bill Brassard. fatal firearms accidents in the U.S. from 2000 objects immersed in “So last year we relaunched the program in to 2010, according to the National Safety heavy fog with clarity seven states, using a higher profile launch. Council. They now constitute less than one and detail. The live digi- The program is open to law enforcement in percent of all fatal accidents in the country. tal view looks more like every single state, and we’ve had partnerships “Last year the industry supported the pro- a slightly grainy HD with 15,000 law enforcement agencies over gram with $1 million. That purchased video with fine detail, the history of the program.” approximately 500,000 locks, which were dis- yet there is no ghosting tributed during the course of the year,” that’s often associated Brassard says. with night vision. Last fall Project ChildSafe and NSSF Using digital launched the Hunt S.A.F.E. campaign. Atmospheric S.A.F.E. is an acronym for Secure your fire- Interference Reduction arms when not in use; be Aware of those technology, the NV-10A around you who should not have unauthor- takes an image through a complex set of algo- ized access to guns; Focus on your responsi- rithms with remarkable detail and depth. bility as a firearm owner; and Educate your- “This will be a game changer for marine trans- self and others about safe firearm handling portation, security observation, wilderness res- and storage. cue, and even the big-game hunter,” says David “We want to remind everyone that the Bennett, channel manager, industrial optical sys- hunt isn’t over until you are S.A.F.E.,” says tems, of Ricoh Americas Corp. SRP: $around Steve Sanetti, NSSF president. “Proper stor- $4,000. Booth #16324. (pentaxsportsoptics.com) At the Project ChildSafe booth, show attend- age is the number-one way to prevent fire- —Peter B. Mathiesen ees can learn about safe firearms storage. arm accidents.”—David Maccar

Balance of Power Compact, Comfortable, Accurate.

The Tavor® SAR was developed in close cooperation with the Israel Defense Forces. Now available in the USA for the frst time, the TAVOR SAR features an optimized ergonomic design with short rife convenience IWI US, Inc. and long rife accuracy. [email protected] Balance the Power in your hands today! www.iwi.us Please Visit Us at SHOT SHOW Booth 15238

BC_024595_SBDD214P.indd 1 1/2/14 10:54 AM news

D.T. Systems Takes Dog Training to Next Level hether you’re an experienced field trialer with multiple dogs to your training credit or have simply attempted to teach Fido to fetch a dummy, one thing is certain: to effectively teach a canine to respond to your commands, corrections must be made instantaneously and conditions must replicate what will take place in the field as closely as possible. To that end, Dallas-based D.T. Systems is rolling out two new products in 2014 that promise to take Weffective dog training to a higher level. Get Their Rapt Attention ➤ As an avid hunter who works closely with his own working dogs, Brian Lasley, marketing director for D.T. Systems, which has been making dog- training devices since 1983, is particularly excited about the Rapid Access Pro Trainer (R.A.P.T.) 1400. The R.A.P.T. 1400 is a training collar that boasts a true hands-free transmitter design with a Rapid Access button that allows the user to immediately correct a dog even when he’s holding a shotgun or other items. The ergonomically curved transmitter can be used with a trigger grip or fas- tened to the hand for hands-free use. “Instaneous corrections are what you need with a dog,” Lasley says. “For instance, with dogs that tend to bust from blinds as ducks approach, you need to correct them right away. If you do it five seconds after they bust from a blind, they think you are trying to stop them from retrieving the ducks.” D.T. System’s Rapid Access Pro Lasley also points to the concentration and lack Trainer 1400 transmitter and of movement a hunter must exhibit as ducks or collar allow for immediate cor- geese approach. “With the R.A.P.T. 1400, you rection, the key to effectively know where your transmitter is so you don’t have training a hunting dog. to fumble for it on a lanyard among all of your calls,” he says. The R.A.P.T. 1400 has a range of 1,400 yards and allows for 16 levels of stimulation, as well as a vibration assist feature, which generates an audible vibration from the collar to allow for a no-shock stimulus alternative to training. Both the transmitter and the collar are waterproof, and the transmit- ING HE ter also floats should it be dropped in the water. T ER The unit is expandable to accommodate up to O I O T three dogs simultaneously and should retail for A $200 for a dark unit and $210 for the camo model. H G S

EE Going Remote AA ➤ The other notable 2014 product release from D.T. Systems is its Super-Pro Remote Dummy Launcher (RDL), which the company claims is “the most technologically advanced dummy launcher on the market today.” The unit pairs D.T. System’s Super-Pro Dummy Launcher with a remote launching system capable of controlling up to 16 dummy launchers as far out as 1,200 yards. EE With a single remote and up to 16 launchers, a SSTT. 993399 user can now set up blind retrieves, multiple . 11 retrieves and an entire field trial. The launcher is made from a lightweight aluminum frame and comes in a compact folding design that is easy to transport and set up. It is powered by .22-caliber blanks and weighs less than 7 pounds. The remote receiver unit also features a beeper locator audible out to 450 yards to help in finding it once it is set out in a field. The unit also pulls double duty and can be adjusted to work manually. “In the past, most units have been handheld or operated so dummies were launched over the dog’s head,” says Lasley. “But now trainers can create a true field-trial-type setup for their dogs.” Launchers are capable of sending dummies flying between 50 and 100 yards. Lasley says the Super- Visit Booth #805 Pro RDL will retail for between $329 and $399 depending on the exact model. —Doug Howlett

Source Code: EBQ

BC_023382_SBDD114P.indd 1 11/26/13 1:21 PM news

Simunition Debuts New Ammo Sierra Bullets Simunition has long been the its large fin-like cuts in the tip, go-to company for frangible and which cause it to tumble early, Expands Facility training ammunition used by law greatly limiting the max range. enforcement and the military, I had a chance to run both to Meet Demand allowing for more realistic train- calibers through an MSR. After Trying to buy ammunition for most of the ing scenarios without the danger some serious trepidation, I past year has been a tough task. Retail involved with using live ammo. fired a couple of rounds at a shelves are slowly starting to fill back up, The company introduced a steel target less than 20 yards but at the height of the ammunition crisis, new line of lead-free ammo in downrange. I watched the pro- it was nearly impossible to find a box of a 5.56 and 7.62mm called Short jectile hit dead center and common caliber. The demand for ammu- Stop (which I shot at Media promptly crumble into blue nition trickled down to the component Day), specifically designed for to under 600 meters. dust that fell straight down into makers. Bullets and brass were just as use on ranges, where ricochet All the cartridges feature fran- the sand. There was no puff or hard to come by. and conventional ammunition gible copper-polymer blend pro- plume, no pieces flying off to Sierra has been working around the clock present a safety problem. jectiles, which significantly the sides. High-speed video to produce bullets and fill orders. As part The unique design of the reduce the danger of ricochet supplied by the company shows of that effort, the manufacturer recently bullet allows it to match the and splashback while eliminating it wasn’t just a trick of the sun. expanded its Sedalia, Missouri, factory. It accuracy of conventional environmental contamination. Short Stop requires no modifi- has also increased production significantly. ammunition at 100 meters, The bullets look a bit unusu- cation to your firearm. Booth “We completed our 20,000-square-foot while reducing maximum range al—especially the 7.62mm, with #10176. —David Maccar expansion in early 2013 and have been using it every day since,” says Matt Reams, vice president of sales and marketing. “We also added machinery at the begin- gunbroker launches its first mobile aPP ning of 2013, and another round of machinery was added in the fall. We are doing all we can to meet the demands of our customers. At this point, I am not sure we will Yesterday at the 2014 SHOT Show, GunBroker.com unveiled its first mobile app. Now gun have any new products for 2014. Our focus enthusiasts, sportsmen, and collectors will be able to browse and search the site for product right now is on fulfilling the orders we have listings, and also bid and make purchases on the site using a mobile-optimized surface. and taking care of our customers to the The app includes a push-notifications component, providing alerts that allow Gunbroker. best of our ability, which means meeting com users to monitor bidding activity for all items that they are watching or bidding on. their demands without sacrificing quality.” Users can also quickly locates a Federal Firearms Licensee (FFL) by simply entering a zip- The folks at Sierra Bullets are familiar code or device location. with ammunition shortages. In fact, Sierra Currently, the app is available only for android-operated devices, but support for other began in 1947, just after World War II had platforms is on the way. ended. Shooting sports were exploding in popularity, but the supply of high-quality ammunition wasn’t. Three friends, Frank Snow, Jim Spivey, and Loren Harbor, saw an opportunity and founded Sierra Bullets with the precise goal of manufacturing the most accurate bullets in the world. Today, the company still focuses on manufacturing premium bullets. However, the good folks at Sierra know that premium customer service is paramount when selling premium products. “Customer service is what we are working on. We understand the frustrations people have faced, and we are determined to do all we can to keep our customers as satisfied as possible. (888-223-3006; sierra bullets.com) —Brandon Butler

Although the company strives to meet demand, the Sierra way emphasizes quality above all else.

BC_023443_SBDD214P.indd 1 12/1/13 1:15 PM news

John Hollister of The product? Suppressors, often called “silenc- American Armament ers” in the popular jargon, and “cans” by folks in Corp. with one of his the know. Every year, Americans purchase more suppressors. To sell than 27,000 suppressors. suppressors, a retailer Advanced Armament Corporation (AAC) is the needs to pay a Special top producer of American-made suppressors, and Occupational Tax John Hollister is AAC’s product manager and (SOT). This can be guru for all things suppressed. According to done by filling out Hollister, surveys and polls reveal better than 9 in Form 5630.7 (available 10 Americans assume suppressors are illegal. As from ATF) and then with so many firearms-related misunderstandings, paying the tax, the credit for this wrong thinking goes to the media. amount of which Hollywood has consistently portrayed suppressors depends on the size of as the tools of criminals, especially rogue spies your business. and Mafia hit men. In fact, Hollister notes, there’s almost zero record of suppressors, legal or illegal, being used in crimes. What they are used for is to reduce the noise generated by firearms to safe levels, and in the process save a shooter’s hearing. At 140 decibels (dB) of sound, hearing can be damaged. Most suppressors reduce a firearm’s noise signature by 25 to 30 decibels, effectively bringing the sound down to hearing-safe levels. Can You Hear Me By way of example, the M4-2000 suppressor, one of AAC’s top sellers, when used on an M4 Now? No? Good! rifle with a 14.5-inch barrel, will reduce the sound of the shot 32 to 34dB, which will take sound Advanced Armament Corporation leads the down to the mid-130dB range When used on rifles, silencers generally way in suppressor sales By Brian McCombie improve accuracy by promoting a harmonic stabi- lization of the barrel and reducing gas-induced magine that you sell a shooting product that 90 percent of American consum- instability as the bullet exits the muzzle. ers incorrectly think is somewhere between shady and outright illegal—and a Suppressors also reduce recoil and muzzle flip, high percentage of gun owners believe the same thing. Yet, in truth, citizens allowing for more accurate and faster follow-up can own and use this product in 39 states, and the market for said product has shots. For hunters, suppressors disguise the loca- essentially doubled every year for the past four years. tion of the shooter by reducing muzzle flash and I minimizing environmental disturbances. “Imagine taking your son or daughter shooting with a .22 rifle equipped with a silencer,” says Hollister. “Instead of having on those bulky ear muffs and shouting at each other, you sit there side by side and talk, give your child advice and tips as he or she is shooting. I bet he or she is going to come away from that experience with a really good feeling about shooting.” Education, he adds, is the key to growing the suppressor market. BOOTHBOOTH #2746#2746 “The National Shooting Sports Foundation, the National Rifle Association, and AAC and other silencer manufacturers are part of that education, as well as legislative efforts to expand silencer use,” Hollister adds. AAC’s most popular suppressor is the 762SDN6 Silencer, designed for use with 7.62x51mm and 300 Blackout rifles, though it can be adjusted to fit all manner of rifles, from .30 caliber down to .204 WHENWHEN ALLALL ELSEELSE FAILSFAILS ...... SAFELOGICSAFELOGIC XTREMEXTREME Ruger. For handguns, AAC’s TiRant series is a top seller, and models in the series can suppress handguns from .45 to .22 caliber. AAC even makes a suppressor for the Big Daddy of rifles, the .50 BMG, with the Cyclops. Many people assume there’s a paperwork night- mare involved with getting a suppressor. Not true. Typically, someone buying a suppressor must sub- mit two simple forms, two sets of fingerprint cards, two passport photos, a citizenship declaration Push Button Access form, and a signature from a chief law enforcement for Everyday Use. officer in the buyer’s home jurisdiction. Hollister sees the suppressor market only growing, especially as more shooters realize the benefits of suppressor use. “One thing I’m really excited about is that silencers are now being thought of as much more than just an accessory,” Hollister says. “Many gun makers and shooters are now looking at suppressors as an integral part of the shooting experience.” Booth #14268. (advanced-armament.com) SpinDialTM Access The InnovaTIve Leader In The Safe Lock InduSTry for Xtreme Situations. CALL TODAY 805-988-8088 WWW.SECURAMSYS.COM

BC_023912_SBDD114P.indd 1 12/13/13 12:25 PM news

Traditions Performance Firearms Launches a New Look ecently, Traditions Performance Firearms embarked on a major rebranding effort. Like many companies that start this process, the manufacturer has rolled out a new logo. But CEO and president Tom Hall stresses there’s a lot more going on as well. “We’re also creating new packaging that reflects our new direction. But most important for the retailer and the consumer, we’re introducing new, innovative products at all price points that we feel R will help change the muzzleloading industry.” As part of the rebranding effort, Traditions has to get complacent. To stay ahead of the pack, a by coming out with new, innovative products, redesigned its SHOT Show booth. Doing so rep- manufacturer needs to continue to engage the such as the Vortek StrikerFire,” he says. “We also resents a significant investment, but Hall believes core customer. continue to develop new technology that will it is money well spent. “We continue to keep our customers engaged excite customers both old and new. We’re known “We felt that with our rebranding, we absolute- for performance and accuracy, and we continually ly needed an upgraded SHOT Show booth that work to get the best performance out of a muz- highlighted our new look, new products, and our zleloader.” new direction,” he says. “We’ve designed a booth Hall also knows he needs to keep retailers and that is user-friendly for those visiting us at distributors excited about his products. SHOT. The new booth features kiosk-style dis- “Again, it’s all about engagement. We intend to plays that have our logo on them and show the keep distributors and retailers engaged with new products in a way that allows visitors to pick them offerings. That’s why we added training cartridges up. We encourage people to put our guns in their and single-action revolvers last year. But new pric- hands, so our displays allow those visiting the ing, new programs, and new packaging are also booth to do just that. The new booth is also more important facets that help to drive our business.” attractive than ones we have had in the past and At the end of the day, Hall says, it really boils puts our new look—colors, logo, and design— down to offering products that reflect the compa- front and center. The booth also shows a more ny’s commitment to “quality, value, and perfor- refined, more sophisticated look. We feel we are a mance.” Hall also says the manufacturer just top muzzleloading company, and when people entered into a partnership with the TV show come see us for the first or 10th time at SHOT, Crush with Lee and Tiffany, which airs on The this new booth exudes that.” As part of a major rebranding effort, Traditions Outdoor Channel. “We feel this partnership is a Interest in muzzleloading has leveled off in the Performance Firearms rolled out a new logo and great fit for us and for them,” he says. Booth past couple of years, but Hall notes this is no time unveiled a new booth at SHOT Show. #16532. (860-388-4656; traditionsfirearms.com)

BC_024559_SBDD114P.indd 1 12/21/13 1:49 PM NEW PRODUCTS

TIZIP Master Seal waterproof zip- Legend is completely sourced and Arc’teryx The per. Haul it, tow it, tether it, carry it made in the USA to deliver a knife DryPack 70 is built in water or over land—and never that hunters will covet and cherish. from 725D ACT jeopardize the contents of the bag. Most important, it will provide a MultiCam Booth #10526. (604-960-3001; lifetime of service. Cordura coated arcteryx.com) Built to last using premium CPM- on both sides with urethane, S35VN stainless steel and a full tang making it construction, the Legend features a completely TrackingPoint 3-D machined G-10 handle with waterproof. ➤ TrackingPoint, creator of the Oregon Spalted Maple inlay for a world’s first Precision Guided superior grip. A limited edition Firearm (PGF) system, is using the offering, the Legend includes a 2014 SHOT Show to announce the handmade Tanner Goods sheath newest addition to its smart rifle with puncture-proof insert for con- line, the XS4 338 Lapua Magnum. venient carry. Housed in a custom Combining the power of a large- storage box, the Legend is one tro- caliber rifle with a smaller McMillan phy that is meant to be used and A5 hunting stock, the XS4 delivers abused in the field—it comes with both stopping power and conve- Gerber’s legendary lifetime guaran- nience, integrated with tee. Production of the Legend will TrackingPoint’s revolutionary TTX be limited to 1,200 units, and prod- (Tag Track Xact) technology. uct will begin shipping in May. SRP: Like TrackingPoint’s XS1, the $750. Booth #13614. (800-950- XS4 has a maximum TTX range of 6161; gerbergear.com) 1,200 yards, the longest effective range offered by the company. The precision rifle’s performance is driv- Helle en by a bolt-action .338 Lapua ➤ Designed for big-game hunters, Magnum Surgeon XL action. The the Sylvsteinen offers exceptional rifle’s 27-inch Krieger barrel is fitted edge holding and sharpness for in a traditional-style adjustable field-dressing or skinning game. McMillan A5 chassis. It also features Every detail is meticulously con- TrackingPoint’s longest parallax-free structed for lifelong, rugged out- zoom—6 to 35X. SRP: $27,500. door use. The knife features a 4.3- Booth #12451. (949-887-1676; inch hardwood birch handle with tracking-pont.com) brass fittings and a staghorn insert, as well as Helle’s unique, razor- Arc’teryx sides with urethane. The result is a sharp triple-laminated steel in the ➤ After years of special team testing completely waterproof piece of Rudy Project 5.3-inch drop-point blade. SRP: and design evolution, Arc’teryx load-carriage equipment for over- ➤ Rudy Project, Italian crafters of $169. Booth #3652. (helle.no) LEAF proudly debuts its new the-beach maritime special opera- high-quality eyewear and helmets, is DryPack 70—a specialized bag that tions, search and seizure, and small unveiling Airblast performance sun- will function as a pack that will keep boat operations. Offering a full glasses at the 2014 SHOT Show. Built with CPM-S35VN all of its contents dry for maritime backpack carrying system that is Fully adjustable temple tips ensure a stainless steel and uti- operations. completely removable (greatly aid- precise fit for any shape face, and lizing full-tang con- Manufactured using Advanced ing the user’s land mobility), the the ErgoVI nosepiece eliminates struction, the Gerber Composite Construction (AC2), the DryPack 70 is fully taped and seam- visual interference by maintaining a Legend hunting knife DryPack is built from 725D ACT sealed, and incorporates a roll-down low profile and optimal position. also features a G-10 MultiCam Cordura coated on both top with full-width RF-welded Further, the temple arms have been handle with an Oregon engineered with special ventilation Spalted Maple inlay for openings to prevent fogging and a superior grip. Tracking Point Combining the power of a large-caliber rifle with a been strategically flattened so they smaller McMillan A5 hunting stock, the XS4 338 Lapua Magnum delivers both stopping power and convenience. may be worn comfortably under hearing protection. The rimless mask design of the optics allow for total peripheral vision and a completely unobstructed view of any target. Lenses are crafted from shat- terproof ImpactX technology. Booth #31207. (e-rudy.com)

Gerber ➤ Yesterday Gerber introduced the Legend, a new breed of hunting knife. Born of cutting-edge materials and crafted with decades of design experience, the Gerber

110 I SHOT BUSINESS DAILY I DAY 2, JANUARY 15, 2014