Time to Stand Together

shooting hunting outdoor trade show 1979–2013

NSSF Day 2, January 16, 2013

NEW PRODUCT REPORTS The Daily News of the 2013 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. 14. Also, see what’s new in the world of ammunition p. 24 and outerwear p. 32 Time to Stand Together News n a period of serious threats to Former *SHOT Business the firearms and ammunition Mississippi Awards Presented I industry, it’s imperative that the governor Haley Six leaders are honored for their firearms industry stands together. A Barbour (center), dedication to the shooting sports well-attended NSSF PAC reception flanked by industry. SEE PAGE 4 on Monday evening gave indication Lawrence Keane that it is doing just that. (left) and Steve *Tenzing Breaks the An engaged cross-section of indus- Sanetti (right) of Pack Mold try gathered to recognize those that NSSF at the The company unveils a 130- have been instrumental in the PAC’s NSSF PAC event. pound-rated pack that weighs just successes and to learn more about the 3 pounds 4 ounces. SEE PAGE 8 PAC’s achievements and its impor- industry members face. understand they need to take part.” tance in advancing industry’s govern- “We were honored that Gov. “The NSSF PAC is a cornerstone *magellan debuts a ment relations priorities. Making a Barbour could join us at the SHOT of NSSF’s government relations new gps special appearance at the reception Show,” said Lawrence G. Keane, efforts in Washington, D.C., and is Designed specifically for hunters, was long-time industry friend and for- NSSF senior vice president and gen- the only political action committee the eXplorist 350H has detailed mer Mississippi governor Haley eral counsel and NSSF PAC treasur- dedicated to helping elect to Congress maps with game-management Barbour. In his keynote address, Gov. er. “He is one of our nation’s sharp- pro-industry, pro-sportsmen and pro- information. SEE PAGE 86 Barbour shared his perspectives on est political minds and a champion of Second Amendment candidates.” the current anti-gun, anti-industry cli- the Second Amendment.” The NSSF PAC invites NSSF *Olympic shooters mate, and he focused on the need for “The Obama Administration has members to stop by the NSSF Shooting USA names the 2012 all in the firearms industry to get the industry in their sights,” said Gov. Member Lounge (Venetian Level 3, Athletes of the Year. SEE PAGE 91 involved in the political process to Barbour. “Everyone ought to belong Lido Ballroom) to learn more about address the threats and challenges to the NSSF PAC. Everyone needs to the PAC. Duncan Receives ‘Don’t Lie’ Retailer Award Pint Glasses lenn Duncan, owner of Foundation is the Don’t Lie for the For Classes Duncan’s Outdoor Shop in Other Guy straw-purchase awareness Leatherman Tool Group is G Bay City, Michigan, has program. NSSF distributes signage, offering 30th Anniversary pint received the Don’t Lie for the Other literature, and DVDs to the firearms glasses today from 4 to 5:30 Guy Retail Store of the Year Award. retailers to help ATF provide train- p.m. Proceeds benefit the The award was presented to Duncan ing to store employees in recognizing Special Operations Warrior by Patrick Shay, NSSF director of and deterring straw purchases. The Foundation, which provides retail development, during a noon displayed materials also strengthen educational counseling and ceremony at SHOT Show public awareness of both the illegali- scholarships for children of University. ty of making a firearm purchase for fallen special ops personnel. FEATURES Among the many forms of com- someone who is not eligible to do so “Giving back to those who *nssf first shots mitment to firearm retailers by the and the serious consequences of such serve has become a tradition expands its reach National Shooting Sports a crime. for us here at SHOT Show,” Big-city venues are attracting new Each year the NSSF staff tours says Juli Warner, marketing shooters. SEE PAGE 46 numerous retail stores to see how communications manager at they are implementing the program, Leatherman. “Every year we *hornady targets and at SHOT Show NSSF recogniz- choose a different military-aid american whitetails es an individual store exemplary in its organization to support, and The company has introduced a support of the Don’t Lie program. this year we’re honored to help new cartridge to its pre-loaded “In addition to his support of the children of fallen special oper- ammo line: American Whitetail. Don’t Lie program in his own store,” ations personnel get access to SEE PAGE 66 said Shay in presenting the plaque, the education their parent “Duncan has been serving as the would have wanted for them.” *what do women president of the Michigan A Leatherman 30th want? Association of Firearms Retailers, Anniversary pint glass with a Women shooters—whose numbers Patrick Shay presents Glenn Duncan through which he enthusiastically logo will be given for each $5 are rising—want to be treated like (right) with the Don’t Lie for the promotes the program to the other donation. Booth #14512. any other customer. SEE PAGE 76 Other Guy Store of the Year Award. retailers in his state.”

day 2, January 16, 2013 ■ Shot Business Daily ■ 1 news

The 3-Gun Nation 3GN Rumble Returns Championship Shoot-Off Finale, to SHOT Show which occurs tonight, is the he 3-Gun Nation Pro Series Championship, the “Rumble culminating on the Range,” will feature eight of the country’s top event for the T 3-Gunners battling tonight for the title of 3GN Champion 2012-2013 FNH and the grand prize of $50,000 from Leupold Tactical Optics USA 3-Gun and the NBC Sports Network. One of the hottest tickets in Nation Pro Series town last year, the Rumble returns to the SHOT Show as 3GN Tour. The grand crowns a new champion while putting the sport of 3-Gun on prize is worth stage for the entire industry. $50,000 to the winner.

Admission to this event, which is MGM Targets (#1227). es will be held, with the top prize for 3-Gun Nation, airing on NBC sponsored by Brownells and sanc- Along with the exciting action, being a full 3-Gun mystery package. Sports Network. tioned by NRA Sports, is by invita- vendors with displays will include During the 3GN Championship The 3-Gun Nation Championship tion only. Invitations will be distrib- FNH USA, DSG Arms, Stag Arms, Finale, eight participants will com- Shoot-Off Finale is the culminating uted on the SHOT Show floor at the Leupold Tactical Optics, Federal pete in a man-on-man Shoot-Off, an event for the 2012–2013 FNH USA following booths: FNH USA (Booth Premium Ammunition, DoubleStar, all-out race to the stop plate using 3-Gun Nation Pro Series Tour, pre- #13462), Federal Premium (#14551), and Samson Manufacturing. Bus semi-automatic rifles, shotguns, and sented by Federal Premium—a six- NBC Sports Network (#10731), transportation will be provided pistols. The first competitor to suc- event series of matches featuring an NRA (#14540), Leupold Tactical between the Clark County Range cessfully knock down all the MGM elite field of the top 64 3-Gun com- Optics (#13023), Stag Arms and the Sands Convention Center. Targets in sequence, including the petitors in the country, making the (#20349), Samson Manufacturing Free food and drinks will also be stop plate, wins the bout and advanc- 3GN Championship the most diffi- (#20327), DoubleStar (#20061), and provided. Drawings for sponsor priz- es. The entire event will be filmed cult title in all of practical shooting. SHOT Business Awards t the Bonnier Outdoor Group breakfast be able to celebrate this award together,” said yesterday morning, SHOT Business Laurie Lipsey Aronson, president and CEO of A honored six industry leaders. The hon- Lipsey’s LLC. orees were Carter’s Country, Retailer of the Aronson said that everyone in the company Year; Lipsey’s, Distributor of the Year; Todd had a hand in its achievements, and like any Binsfeld, of Birchwood Casey, Manufacturer’s success, it doesn’t come by accident. “Our team Representative of the Year; Duncan’s Outdoor worked very hard to meet our personal and Shop, Range of the Year; Keystone Sporting company goals this year. Instead of asking why, Arms, Company/Organization of the Year; and we say why not. They made it happen and the Honorable Paul Ryan, Person of the Year. showed pride in their work. That means the The annual SHOT Business Awards world to me. Our theme for the year was acknowledge industry trailblazers who preserve Going the Extra Mile. And they did,” said and promote America’s hunting and shooting Aronson, who added the company has just bro- heritage. “Simply put, the winners of these ken ground on a new office building and distri- awards represent the best in every field,” said bution center that will be completed in Slaton L. White, editor of SHOT Business. December 2013—a move that, according to “The SHOT Business Awards recognize and Aronson, will enable Lipsey’s to grow and acknowledge leadership in the shooting-sports develop its team members while creating new Cannon Unlocks industry and the communities in which our opportunities for everyone. representatives reside. Each of these winners “I’m greatly honored to receive the 2013 The Future are top-notch in their respective fields, but also SHOT Business Range of the Year award,” said Yesterday, at its booth, Cannon Safe introduced a give back to the industry and the communities Glenn Duncan, owner of Duncan’s Outdoor new lock for its Armory, Cannon, and in which they operate. They are, as well, politi- Shop in Bay City, Michigan. “We have worked Commander series of safes. The exclusive dual- cally active, to varying degrees, in the ongoing hard to make our range and store a safe and access EMP lock system offers the immediate challenge of bequeathing the heritage of our fun place to be, but we also try to do every- access, simplicity, and day-to-day security of an sports to future generations of Americans.” thing we can to reach out to the community, electronic lock backed up by the assurance of a “Winning the prestigious SHOT Business promote and expand the shooting industry, and manual combination lock. Distributor of the Year award is the pinnacle of protect our Second Amendment rights.” “Cannon’s EMP lock is the cutting edge of high- our year. It’s gratifying for our entire team to —David Maccar security-lock technology,” said Aaron Baker, president of Cannon Safe. “It allows the ultimate user SHOT Business experience by combining the ease and security of editor Slaton L. a Type 1 high-security lock with the peace of mind White presents of a mechanical override—all in one product.” Laurie Lipsey Baker said that the EMP (which stands for Aronson, presi- electromagnetic pulse) was developed because dent and CEO of of the high number of consumer requests for a Lipsey’s, with the product that could still be operated if there was a SHOT Business pulse event. “At Cannon Safe, we have been the Distributor of the drivers of safe innovations and technology Year award at advancements since 1965,” he said. “This is a the Bonnier huge step forward for safes and for the experi- Outdoor Group ence a safe owner will have in the future. The annual SHOT EMP Lock will provide the peace of mind you Show breakfast. want and deserve but can only find by being a Five other indus- member of the Cannon family.” Booth #12714. try leaders were (800-242-1055; cannonsafe.com) also honored.

4 ■ Shot Business Daily ■ day 2, January 16, 2013 news

NSSF

The benefts of ED glass are clear; distortion-free color (reduced chromatic aberration) and crisper images. But the problem is, getting your customers to “see the diference”. Slaton L. White, Editor Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor David Maccar, Assistant Editor Maribel Martin, Senior Administrative Assistant James A. Walsh, Art Director Carson has invented the solution... Justin Appenzeller, Photo Editor Judith Weber, Production Manager Contributing editors A patent-pending test for Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, Doug Howlett, chromatic aberration. William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone Eric Zinczenko, Executive Vice President Invite your customers to take the “ED Challenge”. ADVERTISING: 212-779-5509 Gregory D. Gatto, Publisher Paula Iwanski—National Sporting Goods Director They’ll see the diference, Brian Peterson—West Katie Logan—Sporting Goods Sales Classified: (800-445-2714) Francis McCaffrey Elizabeth A. Burnham, and you’ll sell more optics! Chief Marketing Officer Ingrid Reslmaier, Marketing Design Director Business Operations Tara Bisciello, Business Manager CONSUMER MARKETING Robert M. Cohn, Consumer Marketing Director Raymond Ward, Senior Planning Manager Manufacturing Stefanie LaBella, Associate Production Director Laurel Kurnides, Group Production Director Barbara Taffuri, Production Director The Bonnier Corporation

Jonas Bonnier, Chairman Dave Freygang, Chief Executive Officer Randall Koubek, Chief Financial Officer John Driscoll, Vice President, Corporate Sales Sean Holzman, Chief Brand Development Officer Bruce Miller, Vice President, Consumer Marketing Lisa Earlywine, Vice President, Production Shawn Larson, Vice President, Information Technology Dean Turcol, Vice President, Corporate Communications Martin S. Walker, Publishing Consultant Jeremy Thompson, General Counsel

Now with “ED”

Technology! SHOT Business (ISSN 1081-8618) is published January, February/March, April/May, June/July, August/September, October/November and Decem- ber by Bonnier Corporation, 2 Park Avenue, New York, NY 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). Test for yourself, Volume 21, issue 1. Copyright © 2013 by the National Shooting Sports Foun- dation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). CES BOOTH 36073 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 Retailers interested in setting up testing, NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470- SHOT SHOW BOOTH 810 2359. SHOT Business accepts no responsibility for unsolicited manuscripts please call 1.800.967.8467 and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information OUTDOOR RETAILER should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY. BOOTH 31 REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 1884, Lowell, MA 01853-9982.

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 call 386-246-0188 or write to SHOT Business, 2 Park Ave., New York, NY 10016 Permission to use Carson Optical’s chromatic aberration testing method For editorial inquiries, visit Venetian Level 3, San Polo must frst be authorized by Carson Optical Inc. 3501, in the Sands Expo & Convention Center. For licensing requirements, please contact Carson Optical at 1.631.963.5000 www.carsonoptical.com

BC_009950_SBDD213P.indd 1 12/11/12 4:38 PM news

RMEF Adopts Tenzing Breaks the Mold n keeping with its innovative history, for the award from Field & Stream. By the fall of New Platform for 2013 SHOT Show, Tenzing will release a 2012, the line completely sold out its year’s I 130-pound-rated pack that weighs a scant production. Conservation 3 pounds 4 ounces. The TZ CF13 will be the “It’s important to find innovative fabrics and largest and lightest supportive backpack on the build efficient straps and practical pockets. But Fundraisers market, with a retail price in the mid-$700 range. it’s also about so much more, meaning the entire Fundraising gurus with the Rocky Mountain Elk “This is a statement of innovation, and it shows picture,” says Robert. “You must have product Foundation admit they didn’t know what to the consumer and retailers the standards we have that a consumer understands when it’s on the expect several years ago when a local sporting set and where we want to go,” says Jay Robert, shelf, and you must have the resources behind goods store donated the first modern sporting director of product development for Tenzing. that product when bringing it to market.” rifle ever seen in an RMEF banquet and auction. You may not have heard of Tenzing, which is Along with hunters, the military has quickly How would the traditional audience of big-game attending only its second SHOT Show, but it is seen the value of the company’s ultralight sup- hunters react? Suffice to say the reaction was— part of one of the oldest companies in the out- portive pack systems, and will be adding to and has been ever since—extremely positive. For doors industry, the Plano Molding Company. If Tenzing’s rapid growth in 2013. 2013, RMEF has purchased more than 500 MSRs you’re a large company with a long, successful his- The launch of this new company has required for its fundraisers nationwide. In fact, based on tory, it’s often a challenge to break the mold and production investment, an all-new marketing testing at select events over the past year, RMEF move into cutting edge new products in officials now have the highest expectations that new markets with a new division. Yet, their major investment in Smith & Wesson Plano has managed to keep a sustained- M&P15-22s will generate the margins needed to growth vision using nimble operating fund RMEF conservation work across elk country. behavior and dedicated enthusiasm to “Historically, traditional hunting rifles and shot- move a promising idea onto the shelf. guns have been the centerpiece of our fundrais- “As we look to expand inside our ing efforts,” says Steve Decker, vice president of industry, there is one thing we under- marketing for RMEF. “But we were surprised in stand as a company—storage,” says 2009 when a .45 ACP handgun emerged as our Jesse Simpkins, vice president, mar- top-performing firearm. We were surprised again keting and sales. “Our desire to grow in 2012 at the outstanding performance of MSRs. into new markets is always a goal, but They did so well, in fact, we’re now introducing we wanted an emerging brand that them into our standard banquet package.” could be flexible and reach out across This is further evidence, says Decker, of the suc- the entire outdoor marketplace. We cessful assimilation of modern sporting rifles into saw the backpacking segment as an America’s traditional sporting culture. RMEF opportunity for that, and knew the selected the Smith & Wesson M&P15-22 clad in right guy was the key.” camo with an engraved RMEF logo. Decker says The right guy was Jay Robert. He RMEF selected a .22-caliber rifle based on testing was not only a backpack designer, but and because a .22 is perfect for introducing new he had spent nearly two decades in shooters to the MSR platform. In 2012, firearms- the trenches on the retail floor in Tenzing’s Jay based fundraising helped RMEF surpass 6.2 million Idaho, deciphering what customers Robert designed acres of habitat conserved for elk and other wild- wanted, what products worked, and the new pack. The life. Booth #1214. (800-225-5355; rmef.org) how to sell them. He field-tested lightweight carbon almost every product he sold, and he frame can handle kept a careful mental inventory of heavy loads. what functioned and—maybe more important—what failed. In 1997, he and a partner opened Black’s infrastructure, and an absolute commitment Creek, a pack company, where he put that from the in-house sales staff. “It was a signifi- knowledge to practical use in design. In 2010, cant investment,” says Simpkins. “But when you Robert sold his interest in the company and have the right team, anything is possible.” entered into an agreement with Plano to form Both Robert and Simpkins say the future of a new division, Tenzing. the Tenzing brand will include more than just “We asked Robert to do what he does best, backpacks. We’ll have to wait for the 2014 and said we’ll bring the resources necessary to SHOT Show to see what innovations will the project,” says Simpkins. emerge, but this year, the new TZ CF13 Robert did not disappoint, bringing a full should get them off to a fast start. Booth line of packs to market for the 2012 season #14829. (800-874-690; tenzingoutdoors.com) that included a winner of a “Best of the Best” —Peter B. Mathiesen Crimson Trace Corporation to Preview New Training Video rimson Trace Corporation, technology, tactics, training meth- responsibility to educate the con- the leading brand of laser ods, and information requested by sumer about why laser sights C sights and tactical lighting today’s self-defense and concealed- should be standard equipment on products for firearms, will preview carry consumers. In addition to a every personal defense handgun,” its new laser training and educa- free copy of “The Laser’s Edge” says Kent Thomas, CTC’s market- tion video, “The Laser’s Edge,” on DVD, everyone who attends the ing director. “Four years ago, we a 10-by-16-foot bank of 16 premiere will receive a movie set the standard with ‘The Art of HDTVs this afternoon at 3:30 poster, enjoy free refreshments, Survival,’ which has served shoot- p.m. Filmed in high-definition on and have a chance to meet the ers well. With the release of ‘The location at Gunsite Academy, experts, cast, and crew. Laser’s Edge,’ we’ve raised the bar “The Laser’s Edge” features new “We feel strongly that it’s our again.” Booth #2013.

8 ■ Shot Business Daily ■ day 2, January 16, 2013 news

Reinhard Seipp, general manager of Meopta USA, Federal Announces displays one of 7 the 10 new rifle- /8-ounce 12-gauge scopes the optics manufac- Top Gun Load turer is introduc- For 2013, Federal adds an important extension to ing at the 2013 its affordable Top Gun shotshell line: a 1,200 fps SHOT Show. He 7 /8-ounce 12-gauge load. Smart shooters have says, “Meopta 7 been loading their own /8-ounce shells as prac- gives retailers a tice loads and for teaching new shooters for great alternative some time. With this load, Federal offers a rea- for customers sonably priced factory alternative. It combines who want 20-gauge recoil with target-breaking authority, authentic and is perfect for training and practice. European optics 7 “The /8-ounce loads are becoming popular at a lower price.” with the sporting-clays community,” says ammunition new-product development director Drew Goodlin. “With the large number of youth, women, and new shooters getting involved in the Gaining Traction shotgun sports, this is a great time to introduce 7 our new Top Gun load. Our /8-ounce Top Gun ncommonly good glass.” “True European again shifted into military production. product is a very efficient, light-recoiling load optics for a lot less money.” “The Best From 1971 until 1989, almost all of the com- that produces exceptional patterns. Whether U Glass You’ve Never Heard Of.” These pany’s capacity was allocated to military and you’re enduring the demands of competitive clay are but a few of the things optics aficionados industrial products for Warsaw Pact countries. games or just enjoying a day at the range with have said about Meopta, which raises the ques- After the dissolution of the Soviet Union in your friends and family, Federal’s new extra-light 7 tion: Why haven’t more hunters, shooters, and 1991, and the subsequent fall of the Iron Top Gun /8-ounce is a perfect choice.” outdoor enthusiasts heard of the Meopta brand? Curtain, Meopta was acquired in 1992 by a New Be sure to stock these along with the rest of According to Reinhard Seipp, general manager York–based American family of Czech decent the popular Top Gun lineup, and train your staff of Meopta USA, much has to do with the com- and fully privatized. Significant investment into to recommend them to beginners when they pany’s history. “Meopta has been making preci- infrastructure and personnel quickly enabled come to your store looking for ammo and advice. sion optics for 80 years, mostly for military Meopta to become one of Europe’s dominant Many shooters choose practice ammo solely by forces due to the ever-evolving political circum- optical-manufacturing companies. Today, Meopta price, so this shell offers a low-recoil alternative stances of the times,” he says. “As a result, the is globally recognized as a supplier of premium- at the same cost as other Top Gun offerings. company remained product-focused for more grade, high-performance optics to the military, Shells that kick softly make happy shooters, and than 50 years. They didn’t have to market; sales aerospace, medical, and industrial markets. happy shooters come back for more ammo. The 7 channels were built in. When Meopta did start When it comes to sports optics, Meopta says /8-ounce loads may not cycle all semi-automat- supplying riflescopes, binoculars, and spotting its greatest strength today is in riflescopes, and ics, but for pumps and break-action guns, these scopes to the hunting and outdoor consumer the manufacturer takes great pride in its 30mm are perfect. SRP: $6.49–$6.99. Booth #14562. market here in the United States, we initially did MeoStar and 1-inch MeoPro riflescopes lines. (800-322-2342; federalpremium.com) so as a manufacturing partner to many of the In fact, they are so confident in their expertise —Phil Bourjaily world’s finest optical brands. Only in the last five in this realm, Meopta is launching 10 new rifle- years have we introduced our own line of sports scopes at the 2013 SHOT Show. optics under the Meopta brand. In light of this, “The Meopta brand is relatively new to the it should come as no surprise that we make great consumer, but we are confident that it will con- optics, but have little expertise in selling them.” tinue to gain traction among serious hunters who Meopta traces its roots back to 1933, when not only seek high performance but also appreci- the Optikotechna company was founded in ate value,” says Seipp. “Sure, we aspire for the Prerov, Czechoslovakia. Originally founded to Meopta brand to be among Europe’s big-name produce optical lenses, the company rapidly elites, but we are conservative and choose not to expanded its product lines to include binocu- spend our money on flashy ad campaigns. For lars, cameras, and projectors. now, we are focusing on producing the finest- Optikotechna enjoyed a thriving consumer quality optics at the best prices possible. Meopta business until the company was seized by the gives reailers a great alternative for customers German Wehrmacht in 1939 and forced to who want authentic European optics at a lower produce military riflescopes and binoculars. At price.” Despite a modest marketing budget, the close of World War II, the company was Meopta’s product speaks for itself when given renamed Meopta and intended to refocus on the chance. Hunters who have used Meopta in 7 the design, development, and production of the field will attest to exceptional low-light Federal’s new /8-ounce lighter-recoil target load is consumer optics. However, Czechoslovakia fell performance of these products. Booth #3544. an ideal choice for women and young shooters. under Soviet occupation, and Meopta was once (800-828-8928; meopta sportsoptics.com) ATK Sporting Names 2012 Dealer of the Year outh Carolina’s Palmetto State paid huge dividends, leading to For owner Jamin McCallum, Armory recently claimed top unprecedented sales and growth. building a business from the ground S honors and bragging rights at “In 2012, Palmetto State Armory up while continuously striving to the 2013 SHOT Show, where it was experienced triple-digit sales growth give his customers the very best named overall ATK Dealer of the for our ATK brands including products and service has been a labor Year. The retailer, based in Blackhawk, RCBS, Champion, of love. “I have always loved to Columbia, S.C., has seen tremendous Outers, and Weaver,” said Jim shoot, and I spent several years in the growth in its short four-year history, Bruno, senior director of distribution military,” he said. “I created Palmetto The ATK Dealer of the Year is Jamim rapidly expanding to three locations. sales. “Our relationship with them is State Armory because I wanted to McCallum (center, surrounded by ATK Their business strategy, store expan- an important key to us reaching our work with what I’m passionate about executives) of Palmetto State Armory. sions, and marketing efforts have goals as well.” every day. This is a huge honor.”

10 ■ Shot Business Daily ■ day 2, January 16, 2013 news Fabarm’s Need for Speed The Velocity XLR5 features “edgy but classic” styling By Phil Bourjaily

abarm is poised to become a familiar name to American the Velocity adjusts in many ways. clays with the Velocity—it is a very shooters. Located in Brescia, the center of the Italian gun There are stock shims and an adjust- easy gun to hit with. Some guns just F trade, Fabarm is a well-known brand in more than 40 coun- able comb, allowing you to fiddle are, and this one lets me break targets tries, but it has never made much of a splash in the U.S.—until with stock fit endlessly. Changeable effortlessly. My test gun has a 30-inch now. Caesar Guerini bought the Fabarm factory last year, and at recoil pads let you tweak length of barrel and weighs about 8½ pounds. SHOT Show 2012, the company debuted the result of its collab- pull, and you can slide the trigger Felt recoil is extremely mild, and it oration with the first “new” Fabarm, the Velocity XLR5. back and forth to accommodate fin- will cycle almost any weight of ger length. You can add 4½ ounces in charge. I didn’t clean the gun (this is 1½-ounce increments by screwing the known as “testing” not “laziness”), There was no missing the Euro- while, I find there is a lot to like three included weights into the maga- and after about 650 rounds, it started styled, high-ribbed semi-auto among about it. The Velocity is a gas gun. zine cap. The shotgun also has an having trouble with the very light the Guerini over/unders at last year’s Its internal parts are as highly pol- extended bolt handle and an oversize loads. Otherwise, it cycled everything booth. I am not usually a fan of the ished as I have ever seen on a semi- bolt-closure button that come in from pigeon loads down to subsonic 15 concept-car styling we see on a lot of auto, and the design is simple: handy on the range. /16-ounce Winchester Feathers. I new shotguns, but I was immediately There’s a gas piston and action bars, Although the Velocity has a high broke down and gave it a good clean- taken with the Velocity’s looks. Now and the return spring is on the maga- price tag by semi-auto standards ing, and it went right back to spitting that I have been shooting one for a zine tube. That’s it. On the outside, ($2,535; $2,712 for left-handed mod- out everything I fed it. els), the company did its market As made evident by the styling of The high rib research, says Fabarm’s Joe Cunniffe. the Velocity, the Fabarm brand will adjusts from a “We talked to competitive shooters. have a distinct identity separate from 90/10 configura- They were willing to spend this much Caesar Guerini. “The Fabarm brand tion (90 percent to get a soft-shooting gun with all the gives us the ability to be edgy but of the pattern adjustable features the Velocity offers. classic, and to embrace new technol- above point of It competes well with the only other ogies,” says Cunniffe. aim) down to choice on the market, the Beretta.” The Velocity is just the beginning 50/50. It’s a very The high comb and high rib are for Fabarm in the United States. easy gun to designed to allow you to shoot with This year the line has expanded. shoot with, espe- your head upright, in theory directing Check them out at the Caesar cially if you recoil into your shoulder and away Guerini booth; you’ll be seeing them spend the day at from your face. At the range—and I in the field soon. Booth #11358. sporting clays. have shot trap, skeet, and sporting (410-901-1131; guerini.com)

MEET THE MEATEATER.

BLAZE ORANGE STRONGLY RECOMMENDED.

Visit SOG at Booth 425 to meet avid outdoorsman, writer, and television host of MeatEater, Steven Rinella, on Wednesday from 10am – 1pm for pictures, autographs and more.

12.05.2012 15:15 AdID: 9647 SBDD213 products optics 2013

American Technologies Network The TTM-14 is a compact thermal-imaging monocular that fits in the palm of a user’s hand. But it also can be attached to a firearm or helmet.

Ranging Far and Wide This year, manufacturers focus on refined glass that can be used up close or way out there By Robert Sadowski he trend of MSR-style rifle optics continues this year with more refined sights being introduced by many brands having either close-to-medium- or long-range capability. This glass is designed for LE and military operators, but 3-Gun competi- T tion shooters and those gunning for zombies are sure to take interest, too. Well-known brands are offering new products and fine-tuning well-established product lines with refinements, all the while keeping price points low.

American helmet or a firearm. Booth #14973. Bushnell DropZone-223, and BTR-1. Technologies (800-910-2826; atncorp.com) The AR Optics line includes six new The Scout DX 1000 ARC laser Network riflescope configurations. The rangefinder (SRP: $299.99, black; Designed for ground-based night 1–4x24mm comes with an illuminat- $319.99, Realtree Xtra) provides operators, the new TTWS (Tactical BSA ed (SRP: $299.99) and non-illumi- accurate distance readings from 5 to Thermal Weapons Sight) comes in Two high visibility tactical firearm nated reticle (SRP: $199.99). The 1,000 yards with +/- half a yard pre- three models: TTWS Light with a illuminated sights, the TWLLRCP 2–7x32mm (SRP: $149.99), cision using the E.S.P. processor, 30mm lens, TTWS Medium with a (SRP: $104.95) and TWLLGCP 3–9x40mm (SRP: $179.99), which gives faster and more precise 50mm lens, and TTWS Heavy with a (SRP: $145.95), combine a 160-lumen 3–12x40mm (SRP: $199.99), and distance readings. The Fusion One 100mm lens. The TTM-14 is a com- LED flashlight and a red or green 4.5–18x40mm (SRP: $299.99) rifle- Mile binocular line combines optics pact thermal-imaging monocular that laser sight, respectively. Both feature a scopes all feature non-illuminated with a laser rangefinder in three con- fits in the palm of a user’s hand. two-in-one mount that fits any 1-inch reticles. The AR Optics line also figurations: 8x32mm (SRP: $999.99), Lightweight at 12.5 ounces, this or 30mm tube. Booth #11053. (954- features three bullet-drop compen- 10x42mm (SRP: $1,199.99), and mil-spec device can be attached to a 581-5822; bsaoptics.com) sating reticles: DropZone-22, 12x50mm (SRP: $1,299.99). The Fusion One Mile line has distance- measuring capabilities from 10 to 1,760 yards, and offers BAK-4 prisms with PC-3 phase corrective coating for superior resolution and clarity. Designed with Team Primos, the Truth laser rangefinder (SRP: $199.99) offers hunters 5- to 850- yard ranging performance. In bow mode, it features Angle Range Compensation (ARC) technology, providing bowhunters with the true horizontal. Booth #12519. (913-752- 3400; bushnell.com)

Carson Optical The 3D/ED Series binocular line now includes the TD-842ED 8x42mm (SRP: $395) with high- definition lens coating for better Bushnell The Fusion One Mile binocular (above) combines optics with a depth and dimension viewing. They laser rangefinder. The Truth laser rangefinder (top right) ranges as far as 850 are ergonomically designed for com- yards. The Scout DX 1000 ARC laser rangefinder (lower right) provides accu- fortable use. Booth #810. (631-963- rate distance readings from 5 to 1,000 yards. 5000; carsonoptical.com)

14 ■ Shot Business Daily ■ day 2, January 16, 2013 products

with either the FireDot Duplex or Illuminated Boone and Crockett Big Game reticles. The 50mm objective also offers the FireDot 4 reticle. Booth #13023. (503-526-1400; leupold.com)

Meopta Leupold The VX-6 line of riflescopes now includes a 3–48x44mm model as well as a 3–18x50mm version. The MeoPro riflescope line now fea- Both feature side focus, Xtended Twilight, DiamondCoat 2 lens coatings, and the Custom Dial System (CDS), cus- tures three additional models: a 3.5– tom turret dials calibrated to specific cartridge ballistics for enhanced accuracy and ease of use in the field. 10x44mm RedZone, a 3.5–10x44mm, and a 3–9x50mm. The 3.5–10x44mm RedZone offers seven levels of reticle illumination. Both 44mm objective Crosman feature a fast-focus ocular lens and and is designed for night hunting. models feature four reticle options: Two affordable scopes for zombie turrets with ¼-MOA adjustments. Booth #11053. (954-581-5822; 4C Illuminated, No. 4, Z, and BDC. hunters are the Zombie Sniper The Sight Pro TR (SRP: $219.99) is lasergenetics.com) All three scopes are made in U.S. and 3–9x40mm scope (SRP: $75), which a tactical red-dot sight with a 35mm their optics are TO2 (Twilight features a mil-dot reticle with dual tube and four reticle patterns. The Optimized Optics), designed to red and green illumination, and the M30 series of scopes now has a Leica deliver high light transmission. The Zombie Sniper fixed-power 4x32mm 10–40x52mm (SRP: $749.99) model The Geovid HB-D 8x42 and 10x42 premium 3–12x56 RGD DualZone, (SRP: $35). Booth #13940. (800- with a dual illuminated mil-dot reti- laser rangefinder binoculars combine manufactured in the Czech Republic, 724-7486; crosman.com) cle. Booth #1246. (305-262-5668; binoculars with a laser rangefinder. has a red/green dot 4C illuminated konususa.com) They feature ABC (Advanced Ballistic reticle in the first focal plane. The Compensation) that provides proper MRAD reflex sight offers rapid, par- Hi-Lux aim point matched to a cartridge’s allax-free target acquisition for many The CMR-AK762 (SRP: $459) is Kowa ballistics. Twelve ballistic settings are firearm platforms—from pistols and identical to the CMR1–4x42mm The TSN-IP4S iPhone Adaptor built in, plus they take an SD card so shotguns to MSRs and rifles. Reticle scope except the reticle is calibrated allows a user to attach an iPhone 4 a user can program and save custom options include a 3- or 5-MOA dot the 7.62x39mm cartridge and is or 4S to either 88/77 series scopes ballistic data. Booth #1404. (516-858- with eight illumination levels. The designed to mount on AK/SKS rifles. and BD/SV/YF series binoculars. 1262; leica-sportoptics.com) body is machined from a block of The reticle will also work with the Booth #614. (800-966-5692; aircraft-grade aluminum alloy, and it .300 BLK and .300 Whisper. Booth kowa-usa.com) runs on two CR 1632 batteries for up #1017. (888-445-8912; hi-luxoptics Leupold to 2,000 hours. The MRAD Micro is .com) The VX-6 line of riflescopes now a compact red-dot sight with either a Laser Genetics includes a 3–48x44mm and a 3- or 5-MOA dot with five intensity The ND5 green laser illuminator has 3–18x50mm. Both feature side focus, levels. MeoCap flip-up eyepiece cov- Konus been compacted to the ND5 Subzero Xtended Twilight, DiamondCoat 2 ers not only protect binocular lenses, The T30 Series scopes, a 3–9x40mm Mini (SRP: $199.95) with an adjust- lens coatings, and the Custom Dial but they also form a shield from (SRP: $379.99) and 3–12x44 (SRP: able beam that illuminates up to 400 System (CDS), which utilizes custom peripheral light that can enter $439.99), are compact tactical scopes yards. The ND1 Subzero (SRP: turret dials calibrated to a user’s car- between a user’s eyes and the binocu- with engraved ballistic reticles. Both $199.95) illuminates up to 100 yards tridge ballistics. They’re available lar. Booth #3544. (631-436-5900; meoptasportsoptics.com)

Hi-Lux The CMR-AK762 is identical to the company’s popular CMR1–4x42mm scope, with one important Minox distinction: The reticle of the new scope has been designed to complement the ballistics of the 7.62x39mm The ZV 3 line of entry-level rifle- cartridge. The scope also features a 30mm aluminum tube and utilizes multi-coated lenses. scopes launches with a 3–9x40mm (SRP: $269) model that features

Crimson Trace The LG-401 Lasergrip (SRP: $399) for 1911 platforms now features a green laser, which is more visible to the human eye under brightly lit conditions. The diode is built into the right grip panel for a compact, snag-free design. Booth #16731. (800-442-2406; crimsontrace.com)

16 ■ Shot Business Daily ■ day 2, January 16, 2013 products

Meopta Counterclockwise from left: MeoCap flip-up eyepieces not only help protect lenses from the elements, but they also help form a shield against peripheral light. MRAD reflex sights offer rapid, parallax- free target acquisition. The MeoPro 3.5– 10x44mm riflescope has been designed to deliver high light transmission.

multi-coated lens, ¼-MOA turret transmission, Hi-Speed adjustments, adjustments, and a lightweight and ZeroStop elevation adjustments. aluminum tube. Reticle options It has a second-focal-plane reticle Nikon include the Mino-Plex and BDC. design that uses either the MOAR or The Monarch 7 binocular Booth #15249-2. (866-469-3080; Mil-R proprietary illuminated reti- series in 8x42mm (SRP: minox.com/usa) cles. A 15–55x52mm Competition $479.95) and 10x42mm (SRP: scope employs ED glass and a $499.95) offers flat, crisp second-focal-plane reticle design viewing built with a balanced, Nightforce Optics with either the CTR-1 or DD non- lightweight design. Weight is The 5–25x56mm ATACR (Advanced illuminated Competition Dot reti- 22.9 and 23.3 ounces, respec- Tactical Riflescope) features a 34mm cles. A side-mounted parallax adjust- tively. Booth #11221. (800-248- tube, 120 MOA of elevation adjustment focuses from 25 yards to infini- 6846; nikonsportoptics.com) ment, an ED lens for improved light ty, and it features a new fast-focus products

Nightforce Optics The 15–55x52mm Competition scope (top) employs ED glass and a second-focal-plane reticle design. The 5–25x56mm ATACR riflescope utilizes a 34mm tube and has 12 MOA of elevation adjustment.

Pulsar The Phantom 4x60mm Gen 3 riflescope, the “aviator-style” Edge 1x21mm Gen 3 binocular, and the Challenger 1x21mm Gen 3 monocular are all manufactured in the U.S. They are sensitive to low levels of visible and near-infrared light, and provide higher resolution than Gen 2 devices. Designed for night surveillance applications, the Recon 550R monocular allows users to record still images and videos onto an SD card. Booth #1548. (817-225-0310; pulsarnightvisionusa.com)

1 eyepiece. It has /8-MOA adjustments (5 MOA per and feature ¼-MOA click adjustments. The rotation), allowing a total of 65 MOA elevation Solitude line of roof-prism binoculars feature Swarovski and windage travel. Booth #20449. (208-476- BAK-4 prisms, rubber-armored body, and twist-up The ATX/STX spotting scope is a modular design 9814; nightforceoptics.com) eyecups. Three models are offered: 7x36XD, that allows up to six different configurations. Two 8x42XD, and 10x42XD. The Night Raider eyepieces, the ATX angled eyepiece (SRP: 3x60mm Gen 1 (night-vision riflescope) is $2,421.11) and the STX straight eyepiece (SRP: Sightmark designed for night hunting. It has a built-in IR $2,421.11), attach to three objective modules in The Triple Duty 6–25x56mm riflescope is illuminator to enhance viewing capability housed 65mm (SRP: $979.67), 85mm (SRP: $1,721.11), designed for setting up long-range shots from in a titanium body. The two-color rangefinding and 95mm (SRP: $2,110.00). The zoom and focus- between 500 and 1,000 yards. It is available in reticle allows a hunter to detect the target up to ing rings are next to each other and can be operat- duplex, illuminated circle dot, and mil-dot reticles, 200 yards away in the dead of night. Booth #1648. ed with just one hand. They all feature and it has oversize turret knobs that lock (877-431-3579; sightmark.com) Swarovision technology, which provides sharp, products

Sightmark Counterclockwise from left: Solitude roof-prism binoculars feature a rubber- armored body. The Night Raider Gen 1 is a 3x60mm night-vision scope. The Triple Duty riflescope line is designed for long-range shooting.

clear images. Booth #12120. (800-426-3089; rubber-coated magnesium chassis and HD lens. swarovskioptik.com) The Razor HD Gen II 1–2x24mm riflescope is designed for short- to medium-range tactical or competition shooting on MSR platforms. It uses Vanguard the Jerry Miculek–designed JM-1 BDC reticle with The nitrogen-filled and fogproof Endeavor HD illuminated dots and ballistic hashmarks for dis- and XF spotting scopes utilizes a rubber-armored tances from 20 to 600 yards. It is calibrated for magnesium body. The optical system employs .223/5.56mm and .308/7.62mm ballistics. The extra-low dispersion glass to ensure accurate color Razor HD 50mm and 65mm spotting scopes use rendition and virtually eliminate color fringing; HD glass for bright, crisp, and clear viewing. the multicoated lenses feature BAK-4 prisms. Constructed of rubber-coated magnesium bodies, Three eyepieces are available: 65mm angled, these spotting scopes feature a 20–60X power 65mm straight, and 82mm angled. A built-in sun- angled eyepiece with coarse and fine adjustments. shield is included. SRP: $589.99 to $689.99, HD; Booth #5141. (800-426-0048; vortexoptics.com) $389.99 to $489.99, XF. Booth #14825. (800-875- 3322; vanguardworld.com) Weaver The KASPA-Z 1.5–6x32mm Zombie scope (SRP: Vortex $299.95) is built for dispatching hordes of the The Razor HD binoc family now includes a shuffling undead. It features a 30mm tube and illu- 10x50mm and 12x50mm. Like other Razor HD minated Z-CIRT (Zombie Close Intermediate models, they feature an open-hinge design with a Range Tactical) reticle. Booth #14551. (608-836- 0922; weaveroptics.com) Zeiss The Conquest HD 8x32mm (SRP: $944.43) and 10x32mm (SRP: $999.99) are lightweight, compact binoculars ideal for bowhunters and all-purpose use. They use the same HD lens system found in 42mm Conquest HD models. Booth #13913. (800-441-3005; zeiss.com)

Vortex The Razor HD Gen II riflescope (top) mounts on the MSR platform and is designed for tactical and competition use. The Razor HD spotting scopes use HD glass for crisp viewing. products ammo 2013

CCI The Quiet- 22 Segmented HP (far left) is a 40-grain hollowpoint that splits into three equal fragments at impact to enhance terminal performance. TV celebrity Troy Landry (Swamp People) gets his own signature line that will feature .22LR and .22WMR. Into High Gear From line extensions to brand-new product, ammunition manufacturers are stepping up the pace By Chris Christian his year’s crop of new ammunition loads shows some very interesting personal-defense handgun introductions as well as an exciting new rimfire load that looks like it can provide varmint hunters with centerfire performance at rimfire prices. T Consumers will also discover new shotgun slug loads and plenty of new items for upland, waterfowl, and clay-target shooters.

Barnes TV series Swamp People. Now he premium handgun bullet was No. 8 shot size. This new light clay Until now, Barnes has been in the has his own CCI signature line, designed for law-enforcement use to target load uses an extra-light pro- defensive-handgun marketplace only offering a .22LR 38-grain copper- provide consistent expansion, optimal pellant for softer recoil and reliable as a supplier of bullets to other man- plated hollowpoint at 1,260 fps (375- penetration, and maximum weight operation. ufacturers. That changes this year as round box) and a .22WMR 40-grain retention, regardless of whether they The Vital-Shok TruBall slug line is Barnes introduces the Personal jacketed hollowpoint at 1,875 fps were fired through clothing or a designed to create the most accurate Defense line, which uses the compa- (250-round box). The eye-catching harder barrier. Previously available smoothbore (non-rifled) slug avail- ny’s all-copper TAC-XP bullets. It gator-hide packaging features only to law-enforcement personnel, able. It uses a plastic ball that sits will be offered in .380 ACP (80- Landry’s face on the box. Booth this year Federal makes the HST between the wad and the base of the grain), 9mm (115-grain), .40 S&W #14562. (800-322-2342; bullet available to civilians in the new slug to center the slug in the bore. (140-grain), and .45 ACP (185- cci-ammunition.com) Personal Defense HST line. It will This system results in smoothbore grain). Packaged in 20-round boxes, be available in a 124-grain 9mm, slug groups as tight as 1.4 inches at the new line features nickel-plated 180-grain .40 S&W, and a 230-grain 50 yards. The line expands in 2013 cases and a tin-cobalt “Techni- Federal Premium .45 ACP. with two 3-inch slugs: a 12-gauge Crom” bullet coating. New loads that run the gamut from On the smoothbore side, Federal 1-ounce slug with a muzzle velocity The VOR-TX CFR rifle ammuni- personal-defense handgun, light clay introduces a new 12-gauge light tar- of 1,750 fps, and a 20-gauge version tion line expands with the addition of target, and big-game rifle to smooth- get load and a heavier 12- and that tosses a ¾-ounce slug at the a .22/250 Rem. using a 50-grain TSX bore slug loads and economical rifle 20-gauge slug load. The Federal Top same speed. FB projectile, and tipped TSX BT target loads comprise Federal’s new Gun Target Load line will introduce In the rifle line, the Vital-Shok 7 projectiles in .260 Rem. (120-grain), offerings for 2013. Federal’s HST a /8-ounce 12-gauge target load with Trophy Copper load will now be .280 Rem. (140-grain), and .300 Wby. offered in .338 Win. Mag. in a 225- (180-grain). Booth #14229. (435- grain bullet at 2,900 fps. The Vital- 856-1000; barnesbullets.com) Shok Trophy Bonded line will expand with the additions of a .270 Win. in a 130-grain load at 3,200 fps, a .270 CCI Win. load with a 140-grain slug at In 2012, CCI introduced the 2,950 fps, and a .338 Win. Mag. with Quiet-22 .22LR rimfire 40-grain a 200-grain bullet at 2,900 fps. lead roundnose load that produces 75 Federal’s American Eagle line is percent less perceived noise than a designed for price-conscious shooters standard .22LR load. It was an excel- while delivering excellent perfor- lent choice for practice, and had mance. This year will see a new potential for discreet pest control, American Eagle load in 5.7x28 (40- but the 40-grain LRN bullet was not grain TMJ bullet) and a 6.8 SPC the best option for it. This year CCI load in a 115-grain TMJ load. provides the perfect choice with their On the tactical side, American Eagle new Quiet-22 Segmented HP. This will unveil new loads specifically 40-grain hollowpoint splits into three designed for suppressed firearms. All equal fragments upon impact to of the new loads are loaded to subson- enhance terminal performance and ic velocities and use clean-burning greatly reduce the chance of over- powders to facilitate easy suppressor penetration. Barnes The new Personal Defense line debuts with the TAC-XP, featuring cleaning. They will be available in Troy Landry is well known for his all-copper bullets. Offerings for 2013 include .380 ACP, 9mm, .40 S&W, and .22LR 40-grain FMJ, 9mm 147-grain affinity for the .22 rimfire cartridge .45 ACP. The cartridges will sport nickel-plated cases and a tin-cobalt “Techni- FMJ, .45 ACP 230-grain FMJ, and from his appearances on the popular Crom” bullet coating, and will be packaged in 20-round boxes. .300 AAC Blackout load.

24 ■ Shot Business Daily ■ day 2, January 16, 2013 products

In the Federal Fusion line, four new hunting/controlled expansion perfor- a bullet tip properly skived for long- 185-grain .338 Federal bonded load. loads designed for the AR-pattern mance and feature a molecular fused range expansion. They will be avail- Booth #14562. (800-322-2342; Modern Sporting Rifle (MSR) appear (bonded) jacket surrounding a pres- able in 62-grain .223 Rem., 115-grain federalpremium.com) this year. All bullets are designed for sure-formed core, boattail design, and 6.8 SPC, 150-grain .308 Win., and a Hornady Caliber expansion in Hornady’s Critical Defense line, a new LE handgun offering, and some interesting shotshell loads comprise Hornady’s 2013 debuts. New additions to the Flex Tip–powered Critical Defense line include a .30 Carbine 110-grain load, an 80-grain .32 H&R Magnum load (that works well in revolvers chambered for the .327 Federal Magnum), a .32 NAA with a 80-grain load, and a new Critical Defense Lite .38 Special load designed specifically for lightweight .38 Special pocket revolvers using a 90-grain FTX bullet. The new .410 Triple Defense load is designed for .410/45 Colt revolvers. This load features two .35- caliber round lead balls topped with a non-jacketed FTX .41-caliber slug. Hornady claims it will place all projectiles on a man-size target at seven yards. In the Critical Duty line, a new 45 Auto +P load using a 220-grain

Federal New introductions include loads for big-game hunting, personal protection, and clay target shooting. In addition, the Fusion line will see four new MSR hunting loads. products

Hornady The FlexLock bullet is designed for LE American use where barrier penetration may be Whitetail load required. The FlexLock bullet uses (top) features Flex Tip technology combined with Hornady’s proven Hornady’s InterLock bands to lock InterLock bullets the core and jacket together for max- in deer calibers. imum weight retention and penetra- The Heavy tion. This new load features nickel Magnum Coyote cases, a sealed case mouth and prim- (bottom left) has er, and low-flash propellants. been designed For deer hunters, the new Hornady for shotgunners. American Whitetail load features The new SST Lite Hornady’s proven InterLock bullets in produces less calibers and weights designed for deer recoil in a rifled- hunters. It will be available in .243 barrel shotgun Win., .25/06, .270 Win., 7mm-08 while still Rem., .30/30 Win., .308 Win., .30/06, maintaining 7mm Rem. Mag., and .300 Win. Mag. downrange On the smoothbore side, the new performance. Heavy Magnum Coyote load provides shotgunners with 1.5 ounces of either nickel-plated lead shot in BB or 00 buck in a 3-inch, 12-gauge load that uses Hornady’s Versatite wad technology. It hits 1,300 fps at an economical price. Those who prefer a shotgun slug for hunting chores will want to look at the new Superformance shotgun slug. Available in 12- and 20-gauge, this sabot slug uses the MonoFlex solid slug constructed from 95 percent copper and 5 percent zinc (which makes it legal for lead-free hunting zones) combined with Hornady’s Flex Tip technology. It is claimed to retain 95 percent of its weight after impact. products

The new 12-gauge SST Lite shotgun slug is designed to produce less recoil in a rifled-barrel shotgun while providing deer-downing power out to 150 yards. The sabot slug uses a 300- grain FTX bullet at a muzzle velocity of 1,575 fps. Hornady claims up to 40 percent less recoil than comparable 12-gauge sabot slug loads. Booth #13145. (308-382-1390; hornady.com)

Remington New products, additions to existing lines, and new packaging highlight Remington’s 2013 introductions. Two new rifle loads, the HyperSonic Rifle Bonded and the Hog Hammer, will be unveiled with initial caliber offerings that Remington says will expand in the future. The HyperSonic Rifle Bonded features a lead core that is progressively bonded to a tapered jacket. Remington claims expansion up to 1.8X diameter and up to 95 percent weight retention. The initial caliber offerings will be: .223 Rem. (62-grain), .243 Win. (100- grain), .270 Win. (140-grain), .30/06 (150-grain and 180-grain loads), .300 Win. Mag. (180-grain), .308 Win. (150- and 180-grain loads), 7mm Rem. Mag. (160-grain), and .300 Rem. U Mag. (180-grain). The new Hog Hammer is designed for deep penetration and maximum Remington HyperSonic Rifle Bonded ammo features a lead core that is progressively bonded to a tapered jacket. weight retention on tough critters. It The Hog Hammer is designed for deep penetration and maximum weight retention on tough critters. The HD Ultimate features Barnes TSX bullets, nickel- Defense line gets a new 20-round pack. HTP is designed to hit price points between existing UMC and premium lines. plated cases, and flash-suppressed propellants for night hunts. Initial offer- ten .410 2.5-inch shotshells using Also new this year is a bullet projectile. Winchester will also offer ings will be .223 Rem. (62-grain) and Remington’s existing 4-pellet 000 expressly designed for MSR .22 rim- .338 Lapua component brass. .308 Win. (168-grain), and loads in buckshot load. fires. The Remington Tactical On the rimfire front, the big news .300 BLK, .30 Rem. AR, .30/30 Win., The HD Ultimate Defense hand- Rimfire load features a .22LR high- is the new .17 Win. Super Mag. This .30/06, and 450 Bushmaster (using an gun line will now see a new 20-round velocity 42-grain coated roundnose new proprietary cartridge was creat- AccuTip projectile) are planned. pack and will be available in .380 ACP bullet, packaged in 500-round boxes. ed by necking a .27-caliber case In the handgun arena, Remington (102-grain bullet), 9mm (124-grain), Booth #14229. (800-243-9700; down to .17 caliber. It accommodates announces that for 2013, all jacketed .38 Special +P (125-grain), .40 S&W remington.com) 20- and 25-grain bullets. Velocities bullets in its UMC line will convert (180-grain), and .45 ACP (230-grain). for 20-grain slugs reach 3,000 fps, to the same cartridge brass-jacket On the shotgun side, Remington with 25-grainers hitting 2,600 fps. material that has proven effective in says the new 12-gauge HyperSonic Winchester Winchester states it has the same tra- the Golden Saber LE/self-defense sabot slug achieves 2,300 fps velocity New caliber offerings in existing jectory and wind drift as the .22 line. This shift will include all JHP, with a 300-grain AccuTip projectile. lines, a new sub-brand varmint line, Hornet, but at rimfire prices in a JSP, and FMJ loads. The accuracy is comparable to exist- plus an exciting new magnum rimfire 50-round box. It will be introduced A new HTP and Target line of ing AccuTip slugs. It will be available cartridge comprise Winchester’s new in a 20- and 25-grain polymer-tipped ammunition will be launched this in 12-gauge 3-inch. 2013 introductions. The Razorback bullet and a 20-grain JHP. year at price points between The new Remington HyperSonic XT line is designed for delayed Another new rimfire load of note is Remington’s existing UMC and Pheasant load uses Xelerator wad expansion on tough-skinned animals the PDX1 .22 Defender. Intended Premium lines. The HTP (High technology to create a sizzling load like wild hogs, and it will now be for those who rely on a .22 WMR Terminal Performance) line will fea- for upland hunters. It will be avail- offered in .44 Rem. Mag. (225-grain), for self-defense (and surveys indicate 1 ture all-JHP rounds in a copper jack- able in 2¾-inch 12-gauge with a 1 ⁄4- .270 Win. (130-grain), .30/06 (180- that a noticeable percentage of gun et. The case mouth and primer are ounce payload at 1,650 fps in shot grain), and 7.72x39mm (123-grain). owners have a .22 WMR for that waterproofed. It will be available in sizes 4, 5, and 6, and in a 20-gauge The new Varmint X centerfire rifle purpose), this load features a 9mm Luger, .357 Mag., .38 Special, 2¾-ounce load of 1-ounce (No. 5 line uses a brass case and non-coated 40-grain JHP with a muzzle velocity .40 S&W, .44 Mag., .45 ACP, and .45 and 6) at 1,500 fps. polymer-tipped bullets. Initial offer- of approximately 1,295 fps from a Colt, in various bullet weights. In the HyerSonic steel waterfowl ings will be in .204 Ruger (32-grain), 4-inch barrel. It is designed to pro- The Target line will consist of lead load line, Remington expands the load .223 Rem. (40-grain and 55-grain), duce optimum penetration combined bullets in .32 S&W, .32 S&W Long, selection with 10-gauge 3.5-inch loads .22/250 Rem. (55-grain), and .243 with maximum expansion. .38 S&W, .38 Short Colt, .38 Special, with 1.5 ounces of either BBB, BB, or Win. (58-grain). On the smoothbore side, several .357 Mag., .44 Special, and .45 Colt. No. 2 shot. In the 20-gauge line, new Winchester’s PDX1 split-core rifle line expansions and a new target load 7 This line provides an excellent 3-inch loads will be available in /8- line expands with the addition of a show up this year. The Blind Side opportunity for shooters to acquire ounce or No. 2, 3 or 4 shot. 120-grain load in 7.62x39mm. The steel hex-shot line expands with the some of the more obscure calibers. Remington’s current Express 00 buck- Power Max Bonded line adds a 140- addition of Blind Side High Velocity. Geared for owners of .45/.410 shot load will now be available in grain 7mm-08 Rem. and a 180-grain Available in 12-gauge 3.5-inch in BB revolvers, the new HD Ultimate 25-round boxes or 100-round sleeves. .308 Win. load. The new .338 Lapua and No. 1, 2, and 6 shot, and in Defense combo pack will be a High-volume rimfire shooters will Match reflects the growing popularity 12-gauge 3-inch in No. 1, 2, 3, and 6 20-round display-friendly package now find Remington’s .22LR 36-grain of this big-bore load. It will be intro- shot, these loads are advertised at a with ten .45 Colt loads using a 230- Golden Bullet available in a 10-pound duced in a 250-grain BTHP match sizzling 1,675 fps. The Blind Side grain BJHP style hollowpoint and bucket carrying 1,400 rounds. load and a 260-grain Accubond CT steel-shot technology also expands in

day 2, January 16, 2013 ■ Shot Business Daily ■ 29 products

Winchester Varmint X uses a brass case and and non-coated polymer bullets. Razorback XT now has a segmenting slug. The AA Tracker includes a brightly colored wad.

the Blind Side Lead Free Pheasant segmenting slug load, and a 12-gauge “How did I miss it?” The new swing and shoot behind? Were you loads. These new steel upland loads 2¾-inch buffered 00 buckshot load. Tracker loads feature a large, brightly too high or too low? The Tracker can will be available in two 12-gauge No. For clay target shooters, the new colored, non-pyrotechnic plastic wad tell you. It will initially be available in 3 1 5 loads: a 3-inch 1 ⁄8-ounce, and a AA Tracker load is designed to that follows the shot string and pro- 12-gauge 2¾-inch 1 /8-ounce loads, in 3 1 2 ⁄4-inch 1 ⁄4-ounce. answer one of the most common vides strong visual evidence as to just both a 3-dram No. 7 and a 2¾-dram The Razorback XT line expands to questions asked by trap, skeet and where the shot went. Did you give it No. 8. Booth #13329. (618-258- 3 include a 12-gauge 2 ⁄4-inch 1-ounce sporting clays shooters—namely, too much lead, or did you stop your 2000; winchester.com) products outerwear 2013

5.11 Tactical The Sabre 2.0 uses a sealed membrane to make the jacket Farm to completely waterproof. It also uses an updated mesh-and-nylon liner for Feet improved breathability. A Quixip side Farm to Feet is making its system has also been added for CCW. debut at the 2013 SHOT Show to introduce its collection of U.S. merino wool hunting socks that are grown and sown entirely in the United States. The Stag, a mid-weight calf-height sock, is the pinnacle of the collection. The socks are made with high-density, fine-gauge U.S. merino wool, and feature terry-loop cushioning as well as seamless toe closure for ultimate comfort. The elastic heel-to-arch construction ensures a superb fit. SRP: $24. Booth #11040. (877- 805-5254; farmtofeet.com)

taining its undercover, concealed- carry access. The jacket is finished with new YKK fully waterproof zippers. There is plenty of storage with new pockets, including a front vertical chest, hand warmers, and right and left shoulder pockets. The Sabre has handy pull- out ID panels for front and back, with a removable waterproof hood that can be stored in a vertical back Get Technical zippered pocket. A Quixip side system has been Hunting and tactical clothing continue to evolve by added to allow for fast-access concealed carry. SRP: $264.99. Booth offering more featuresBy Peter B. Mathiesen #10376. (209-527-4511; 511tactical .com) lthough some premium-priced companies continued to see marginal increases, it was the middle-of-the-road garments that drew the most floor traffic during the 2012 hunting sea- A son. Weather problems in the Northeast, however, created enough havoc to send more buy- Barbour ers to the retail shelves to move loads of inventory and to regionally balance the areas that had Steve McQueen raced in the milder fall and winter temperatures. International Six Days Trials for Team USA in 1964 wearing Barbour’s iconic jacket. Part of the Steve McQueen Several of the larger clothing Southeast Asia, India, and South 5.11 Tactical Collection, the multi-pocketed, clean- companies expanded their presence America. Although the numbers are The company has kept the aggressive finish, 8-ounce heavyweight wax on dealer floors with new technical dwindling, some high-end lines were look of the Sabre shell while making Baker garment drew its inspiration outerwear selling at premium prices; partially constructed in the United major adjustments in its waterproof- from the original A7 jacket. The clas- meanwhile, scent-controlled gar- States. breathable technology for improved sic outerwear features two bellows ments received a technical make- The tactical clothing segment held wet-weather performance. The Sabre pockets, one angled chest map pocket, over. steady, and as did most hunting soft 2.0 is fully waterproof and complete- and the original International label. On the manufacturing front, com- goods. Overall, it was a good year to ly breathable, and uses a seam-sealed The Baker is belted and lined with panies continued to expand produc- be in the garment business. Here’s membrane. An updated mesh-and- the American flag and features an tion in factories outside of China, the list of what’s new in outerwear nylon liner has been added for internal Velcro fastening pocket, with with business going to areas in for 2013. improved breathability while main- the ISDT team badge on the left-

32 ■ Shot Business Daily ■ day 2, January 16, 2013 products

hand side. Originally designed as a motorcycle Browning The waterproof Hell’s Canyon jacket, it will perform well for waterfowl and NItro jacket offers 100 grams of insula- upland game. It also proves that you can acquire a tion as well as fully taped external British-made product with an American flag. seams. Articulated elbows provide Available in S to XXL in olive or sandstone. SRP: freedom of movement, especially $549. Booth #10022. (800-338-3474; barbour.com) when shouldering a rifle. Browning For 2013, Browning will introduce the new Hell’s Canyon Nitro Jacket that uses the company’s quiet, Pre-Vent waterproof, breathable shell fabric with fully taped external seams. The Vari-Tech temperature and motion design has 100 grams of insulation in the body, and three layers of fabric in the sleeves. Articulated elbows provide unrestrict- ed movement when shouldering a firearm. The jacket uses adjustable, watertight laminated cuffs, with two sealed zipper chest pockets, and includes a detachable, adjustable hood. A matching Hell’s Canyon Nitro Half Bib is also offered; it uses a high back design with an adjustable, elasticized suspender system. A fully- elasticized waist sports a zippered fly. The zip-to- hip zippers make it easy to put on and off even with wet boots. One rear and two front pockets hold accessories. Available in Mossy Oak Break- Up, Infinity, or Realtree’s new Xtra camo patterns. Both outer shell and bib are available in sizes S to 3XL. SRP: $265, pant; $305, jacket. Booth #15129. (801-876-2711; browning.com)

Darn Tough Using generous sizing, the calf of the Boot Sock 1460 stretches one inch taller to allow for a wider range of fit. With high-density cushioning on the foot bottom, the custom, shrink-treated merino Mountain Khakis Designed to remove the pre-dawn chill of morning, the Lodge Jacket will be equally at home for a night on the town. Made with the company’s own merino wool blend, it’s highly wind- and water-resistant, with two zippered hand-warmer pockets and internal and external left chest pockets. The stand- up collar shields the back of the neck from wind gusts and blowing snow. Black/ Charcoal, Blue Work/Ash, casual fit in S, M, L, XL, XXL SRP: $224.95. Booth #14229. (866-686-5425; mountainkhakis.com)

34 ■ Shot Business Daily ■ day 2, January 16, 2013 products

wool sock is ribbed above the ankle, ensuring that Rocky The waterproof it will stay in place. There is also a reinforced heel Broadhead jacket is constructed and toe, elastic support around the arch, and a ring of Silent Hunter suede. The toe construction for a comfortable, invisible seam. sleeves can be zipped off to Made from a blend of 67 percent merino wool, turn the jacket into a 29 percent nylon, and 4 percent Lycra Spandex, vest, if desired. these boot socks are machine-washable. SRP: $23.95. Booth #6308. (802-485-6078; darn tough.com)

Filson Inspired by the Queets River in the Olympic Mountains, the Queets quilted vest garment keeps your arms free and won’t weigh you down. The soft, quilted padding and Filson oil finish Tin Cloth make this vest both comfortable to the touch and durable. There are plenty of pockets—two hand pockets, an upper welt pocket, an inside chest pocket, and a left chest welt pocket. The vest uses a zippered closure and is made in the U.S. Its exterior is constructed with 12.5-ounce cotton-oil finish Tin Cloth. The pockets and liner use 11-ounce cotton dry finish Tin Cloth pockets with polyester fill for warmth. SRP: $210. Booth #15324. (866-860-8906; filson.com)

Próis The new Próis Glommit (combination glove/ mitten) guards hands against freezing elements. The Glommit incorporates a pop-top mitten for additional warmth and protection, with silent operation via a magnetic closure. Thinsulate insulation guarantees warmth, while its laminated brush tricot lining gives waterproof and windproof protection against rain, ice, snow, and sleet. A high-performance fleece palm keeps hands warm, while the integrated palm patch and the Próis signature “P” finger grips maximize dexterity. The Glommit is specifically designed to fit the female hand, with elasticized wrist cuffs and a tai- lored cut. Available in both Realtree AP HD and Advantage Max-1 HD. SRP: $45. Booth #10223. (970-641-3355; proishunting.com)

River’s West The Isolation Jacket is loaded with features, including a three-way adjustable-detachable hood, underarm zipper vents, Sling-Gripper shoulders, and magnetized cargo pockets that lock in the open or closed positions. The oversize front zipper is easy to grasp with gloves, and the external storm fly will also snap for added ventilation. Two vertical zippered chest pockets deliver added storage and ventilation. Other features include a left-arm sleeve zipper, two chest D-rings, a draw-cord bottom, comfort cuffs, and a full lining. For 2013, the Isolation jacket (along with nine other garments) will carry a 53 percent dealer margin. Camo can be ordered in Realtree AP Xtra and Mossy Oak Break-Up Infinity. SRP: $149.99. Booth #1750. (800-683-0887; riverswest.com)

Rocky The BroadHead collection gives hunters temperature regulation, moisture management, and scent control in fabrics designed to perform with stealth. The line includes a convertible jacket/vest, two shirts, pants, gloves, and a cap. All are available in Realtree AP Xtra with olive accents. The jacket is constructed from Silent Hunter suede with VapourFlex fabric on the back and elbows for mobility. The three zipper adjustments allow for a customized fit, with sleeves that zip off to convert the jacket into a vest. The garment is also

36 ■ Shot Business Daily ■ day 2, January 16, 2013 products

guaranteed waterproof and has Climate IQTM tem- Sitka The redesigned perature and Scent IQTM scent control. Stormfront jacket features large The BroadHead pants are also made from Silent chest pockets as well as a Hunter suede with VapourFlex in areas where flexi- longer collar and tail and bility is needed. There is zoned insulation in the seat water-sealing cuffs. The and below the knees. Guaranteed Rocky Waterproof exterior material can with- with Scent IQTM and Climate IQTM control, in stand tough environments. sizes S to 3XL. Starting SRP: $249.99 to $319.99. Booth #11340. (740-753-1951; rockyboots.com)

Sitka Inspired by the needs of guides and outfitters, Sitka redesigned its Stormfront jacket and pants to accommodate longer stays in wet, stormy weather. Large chest pockets on the jacket and cargo pockets on the pants keep key items close for easy use and storage. The rugged terrain exterior material can withstand harsh hikes in and out of the backcountry. The updated garments include a longer-length collar and tail, water-sealing cuffs, larger chest pockets, a foldaway hood, and improved articulation. The Stormfront Jacket can be adjusted to be worn over many layers. It also has a fold-away hood and pit-zips. The Stormfront Pants include full-side zips, a rugged three-layer hard shell, side cargo pockets, and an internal belt system. Both garments come with a lifetime guarantee, with options for repair or replacement, in sizes M to 2XL. SRP: $549, jacket; $599, pants. Booth #10328. (707-253-1122; sitkagear.com)

Under Armour The Gunpowder Scent Control jacket and pants are a part of a new line that features UA’s odor-trapping compound with Zeolites, a pure antimicrobial silver that maintains its effectiveness after 50 washings. The Gunpowder jacket uses Under Armour’s proprietary fabric, Armour Storm, with 200 grams of PrimaLoft to keep the wearer warm and dry. The silver-based UA Scent Control technology keeps odor at bay, and the cut of the garment is carefully designed to make room for fleece and a base layer in the shoulder and arms to free up movement. Made with the same waterproofing, scent control, and insulation package, the pants pockets also have silent magnetic closures. The garment features removable suspenders as well as belt loops. Both the jacket and pants are available in Realtree AP Xtra, Velocity, Snow Reaper camo, or black. SRP: $269, jacket; 249, pants. Booth #11044. (888-727-6687; underarmour.com)

Wolverine The Cameron jacket features a 12-ounce, 100 percent cotton duck canvas exterior lined with Thinsulate for warmth and quilted with taffeta for a smooth fit. The jacket’s DuraLock Defend fabric resists water and oil, and has convenient interior pockets with zipper-Velcro closures to keep belongings secure. With an elasticized bi-swing back and fully gus- seted arm sockets, the jacket offers a flexible fit with an excellent range of motion. The Cameron has plenty of pockets, including a front left chest welt with a zipper closure, and lower front kanga- roo pockets lined with taffeta for wind resistance. There are also front utility pockets with pencil slots. All pocket openings are reinforced with riv- ets. Available in Charcoal, Bison, and Whiskey. The Cameron is backed by Wolverine’s 30-day comfort guarantee; if the customer is not completely satisfied, he can send it back for a full refund. Sizes: M to 2XL. SRP: $100. Booth #1721. (800-545-2425; wolverinebootsandshoes.com)

38 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

The National Shooting Sports Foundation expanded its social media presence during the 2012 election season to educate voters— especially young people—on the most important issues. Their #gunvote hash tag on Twitter, for example, gave followers instant news updates. Educated Decision NSSF helped voters make informed choices with the #gunvote campaign By Christopher Cogley he mission of the National Shooting Sports Foundation is to promote, protect, and preserve hunting and the shooting sports. And because one of the most pow- T erful tools for accomplishing that goal is a well-informed electorate, NSSF has been putting a great deal of resources into voter-education campaigns every other year since 2000. Those efforts, however, were taken to a whole new level in 2012.

Re-branded #gunvote, NSSF’s 2012 voter-edu- with industry members to post the #gunvote but- cation initiative included many tools that it had ton on their websites so gun owners and hunters implemented before, including a Web page that could access election-related content on the site. provided links to national polls and election news NSSF also partnered with GunBroker.com to send as well as information that allowed gun owners to out several million electronic communications get registered to vote and find local polling places. with #gunvote content. In years past, NSSF’s voter-education efforts “We tried to use as many tools as we could to focused primarily on Presidential and Senate races, reach as many folks as possible,” Keane says. “Our but in 2012, NSSF also included information on purpose wasn’t to endorse any individual candi- its website about candidates in House and date, but rather to make hunters and shooters Gubernatorial races across the country. aware of the importance of the election and where “We wanted to expand the resources we provide each of the candidates stood on issues that are gun owners, hunters, and shooters so they could important to gun owners so that when it came make informed decisions on the candidates in all time to vote, they could make informed decisions the races,” says Lawrence Keane, senior vice presi- about for whom they wanted to cast their vote.” dent and general counsel for NSSF. Another way that NSSF worked to accomplish One of the most effective ways that NSSF that goal was by providing retailers with informa- accomplished that in 2012 was via social media. tion they could distribute to their customers. From “The NSSF has been on the cutting edge in our literature on the issues to bumper stickers that industry for using social media,” Keane says. raised awareness about the importance of voting, “Social media has become an increasingly impor- NSSF tried to use every means at its disposal to tant way that people obtain information—especial- help get hunters, shooters, and gun owners edu- ly young people, which is a demographic we really cated on the issues and candidates. wanted to reach—so we made sure that it was also “In the late 1990s, we realized that as an indus- a very important aspect of our education effort.” try, we needed to be more engaged in the political To that end, NSSF created a #gunvote page on process, and voter education is a huge piece of Twitter that allowed followers to get instant that,” Keane says. “This is a multi-million-dollar updates and information from around the country. effort, and NSSF is committed to expanding our NSSF also created #gunvote educational videos for efforts going forward.” the NSSF YouTube channel and posted regular Because when it comes to educating voters, too updates and alerts on Facebook. NSSF partnered much is never enough.

“The NSSF has been on the cutting edge in our industry for using social media. We made sure that it was a very important aspect of our education effort.” feature

“Pull the Trigger is geared specifi- Cowboy Action expert Jim Finch, cally to today’s novice recreational Gunsite Academy staff, members of Step By Step shooters and would-be hunters, pre- the NSSF staff, and more. “People can sented to them in the format that not only watch the current tip, but NSSF’s Pull the Trigger shows most newcomers find to be informa- they can also dig deeper into what that tive and entertaining without wal- expert has to offer. I think that just hunters and shooters how it’s lowing in excessive detail,” says enriches all the content, and the value NSSF president Steve Sanetti. “In of Pull the Trigger.” done By Robert F. Staeger effect, it’s an electronic mentor for The audience includes both new- those without the time or conven- comers and old hands, says Brassard. or the last several years, NSSF has been producing a tional support network to learn the “I think even experienced shooters monthly video newsletter offering valuable tips to hunters fundamentals of our sports.” enjoy reviewing tips and skills that Fand shooters. The idea behind it is to bring newcomers into Through NSSF’s partnership with maybe they already know but can the field and remind lapsed shooters why they loved the sport in GunBroker.com, the newsletter is always improve on.” the first place. available online at nssf.org/pullthe Plus, even veteran sportsmen aren’t trigger and delivered to more than experienced at everything. “We’re 900,000 email subscribers. Survey hearing from some readers that they results suggest that two-thirds of that are being introduced to other shoot- audience passes the videos along to ing sports,” says Brassard. “Take a someone else they know. relatively new sport like 3-Gun com- The online videos present clear petition. Many shooters already have instructions on topics as mundane as the equipment to participate, but sighting in a rifle or as specialized as they’re not quite sure what it’s all performing a quick one-shot reload about. A Pull the Trigger video can for Cowboy Action competition. provide a good introduction.” With every month, NSSF’s video That’s the sort of thing—seeing the library becomes richer and richer. old equipment in a new way—that “When we run a video tip in the Pull can inspire lapsed shooters to rejoin the Trigger newsletter, those tips go the fold. Motivating shooters to pick into the library at our YouTube chan- up their dusty rifles has always been nel [youtube.com/thenssf]. When we part of the newsletter’s mission. The goal of the feature the current tip from Doug “Who knows what creates the spark?” NSSF’s Pull the Koenig, we also provide links to other says Brassard. “The point is to get Trigger newsletter Doug Koenig videos,” says Bill that tip in front of people so they will is to get readers to Brassard, NSSF’s director of commu- be motivated to get that gun out of go to the range or nications. This is true for all the news- the safe and go to the range.” afield. letter’s expert instructors—Koenig, The newsletter has also done some feature

special projects recently. In the fall, it Brassard. Nonetheless, some topics— focused on NSSF’s #gunvote initiative, such as explaining an involved concept emphasizing the importance of hunt- like minute of angle—just can’t be ing and shooting issues in the national handled in a short period of time. election. And earlier in 2012, Brassard Some of the videos featuring instruc- and NSSF’s director of electronic tor Ryan Cleckner, a former Army media Dave Miles traveled out to the Ranger sniper team leader, run up to U.S. Olympic Training Center in 18 to 20 minutes, for instance, and Colorado Springs to work with USA cover such topics as minute of angle, Shooting Team members and their long-range shooting, and shooting coaches. The videos they brought back positions in the field. “They went lon- laid out the various competitive shoot- ger than usual, but they are among our ing disciplines as well as providing tips most popular videos,” says Brassard. from the Olympians that average “As long as the content is good, people shooters can use to their advantage. will stick with it.” “I think the one that got the most The videos are also effective moti- play featured Amanda Furrer, who vators. A reader survey conducted in Bill Brassard visited the U.S. Olympic Training Center in Colorado Springs in made the Olympic team and shot in early 2012 found that 87 percent of early 2012 to create instructional videos with USA Shooting Team members. London,” says Brassard. Her event the viewership is motivated to visit a was 50-meter three-position small- range or go hunting after seeing a onto our WheretoShoot.org website, videos, and have reported excellent bore rifle. “She’s very active on Pull the Trigger tip. “The number we think it’s a pretty safe bet that the results. We’re hoping other state agen- Twitter and Facebook, and in addi- actually took us by surprise,” says viewer’s interest in going shooting isn’t cies will see those models of success tion to our promotion, I think that Brassard, “but it tells us we have the just academic,” says Sanetti. and adapt them for their audience.” was one reason her video got so right formula, and that it’s working.” The motivation is not only good There’s no danger of Pull the many views. Also, she was very good Another measurement tool is a for the industry, but also for state fish Trigger running out of subject mat- at conveying her tips on camera.” printable target included with every and wildlife agencies. This is why a ter any time soon. The tips themselves are very well issue; it’s one of the most popular few of them have gotten into the act, “We’re working with expert produced. Interviews are interspersed clicks. “If someone has taken the trou- repurposing the newsletter’s content instructors, and they seem to have a with action shots demonstrating the ble to print a target after viewing a tip, and sending it to their own mailing bottomless well of ideas,” says technique under a voice-over, so that we have a pretty high confidence level lists with the NSSF’s blessing. Brassard. “They’re teaching these the viewing experience is lively and that they’re not just printing it to put “We’ve had some very encouraging shooting sports day in and day out, never static. on their desk,” says Brassard. “They’re results,” says Brassard. “Florida and and they come at a problem in differ- The production values are what going to the range with it.” Alabama have used them in marketing ent ways, because they have so many make it possible for some of the videos The evidence continues to mount. campaigns to encourage lapsed hunters different students. If anything, we to be as successful as they are. “The “Inferentially, if a visitor checks out a to purchase a hunting license. In addi- have to remind ourselves that some rule of thumb that you hear about two-minute video about target shoot- tion to their own creative, they have of the audience is at the novice level, online content is ‘keep it short,’” says ing, downloads a target, and then clicks included some of our Pull the Trigger and to not get too far out in front.” feature First Shots Expands Its Reach Big-city venues are attracting new shooters By Christopher Cogley ne of the overriding goals of the National Shooting Sports Foundation is to increase recruitment and strengthen retention in hunting and the shooting sports, and few programs have been more successful at accomplishing that goal than the NSSF’s O First Shots. Since the inception of the program in 2005, most of the First Shots events have taken place in rural and subur- ban areas across the country. But lately, the program has been moving to more urban ranges and finding tremendous interest—and success—in the big cities.

“People in the metro areas are firearms, we thought it was important to see how far people are willing to That concept, as well as the over- thirsty for information about owning that they also have access to the kind travel to participate.” whelming reception that the events and safely using firearms,” says Tisma of information and experience that The reception that the First Shots have received in the cities, has Juett, manager of the First Shots pro- would help them handle firearms events have received in the cities prompted NSSF to expand the reach gram. “I think there’s always been a comfortably and safely,” Juett says. speaks volumes not just about the of the program in 2013 and host misconception that people don’t want From Sacramento to Chicago to interest that exists in urban areas, but more events in more cities. firearms in the cities, but the truth is Washington, D.C., the response to also about the possibilities for grow- “It’s all about introducing new peo- that they just don’t want illegal fire- the program has been overwhelming. ing the industry in new markets. ple to the shooting sports in a safe and arms in the cities.” “All the events have sold out,” says “This is a great way for us to reach controlled environment,” Juett says. The idea to introduce First Shots Chris Dolnack, NSSF senior vice out to more diverse communities and “The more people we have involved, into urban areas came on the heels of president and chief marketing officer. show them how fun recreational and the more educated they are about the Heller decision in 2008 that “It’s usually a little bit of a haul shooting can be,” Dolnack says. firearms, the better it is for all of us.” made it possible for more people in because there aren’t typically ranges “From an industry standpoint, it It’s not always easy to implement big cities to own, and carry, firearms. in the downtown areas of the bigger allows us to expand our base and be new programs at your shooting “Once they had more access to cities, but it’s been pretty gratifying more inclusive.” range, but sometimes those new programs can mean the difference between a successful range and one that struggles. One of those programs is First Shots. And because the National Shooting Sports Foundation believes so strongly in the potential that First Shots events have to create lifelong customers at ranges across the country, it has made hosting a First Shots event as painless as possible for range owners. “NSSF provides almost everything for the program,” says Mike Barbour, owner of Top Gun Shooting Sports in Taylor, Michigan. “They even do co-op advertising, which is a huge plus for us. Pretty much the only thing I have to provide is the range and the instructors.” In the past three years, Barbour says he has hosted nearly 60 First Shots events. “It’s very rare that we Prior to the Heller don’t have those classes full,” he says. decision of 2008, He also says that it’s rare that he most First Shots events took place in doesn’t see the class participants come rural areas, but more back into his store after the event. and more are being “We give every participant a coupon held at urban ranges. for a free hour of range time, and we see tons of those coupons come back. A lot of them end up buying their first gun from us, and I guarantee it’s because of the First Shots class.” Barbour says the only thing he doesn’t understand about the First Shots program is why more ranges don’t get involved. “It’s a pretty simple solution,” he says. “If nothing else, it’s a very low- cost marketing campaign to get people in the door. And they’re not just coming in and looking around, they’re coming in looking to get involved. Those are the kinds of people who do more than just buy something in your store—those are the kind of people who become customers for life.” For more information about how you can host a First Shots event, contact Tisma Juett at tjuett@nssf .org or 203-426-1320.

46 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

Whether they’re helping shooters choose the perfect home- defense gun or helping them test a rifle on the range, firearms retailers are the best source of firsthand customer information. NSSF’s Firearms Retailer Survey Report compiles the latest data from a nationwide survey of retailers, processing it into a must- read look at the trends that shape our industry.

Notes from the Front Lines NSSF’s Firearms Retailer Survey Report provides solid data to increase profits and strengthen the industryBy Christopher Cogley ecause they are on the front lines day in and day out, firearms retailers are typically the ones who can offer the most accurate assessment of the current state of the shooting sports industry. Unfortunately, because trends can vary greatly Bfrom state to state and region to region, it has traditionally been difficult to get a comprehensive view of the entire industry from a retailer’s perspective. But thanks to the Firearms Retailer Survey Report from the National Shooting Sports Foundation, however, that’s no longer a problem.

For the past four years, NSSF has coming into your store who are inter- tions about firearms.” surveyed retailers across the country ested in getting involved in hunting Those concrete facts are becoming to find out what they’re selling, and to and the shooting sports.” even more solid as the number of whom. The report not only provides Retailers who are paying attention retailers who participate in the sur- valuable information about which to the Firearms Retailer Survey vey grows each year. As a way to types of firearms and ammunition are Report can quickly and easily spot show its appreciation for the retailers most popular in which regions, but it trends such as the increase in female who do contribute to the survey, also allows retailers to gauge how they participation across the country and NSSF offers a free copy of the report stack up against other gun stores adjust their inventory accordingly. to every retailer who participates. across the country—a practice that Likewise, manufacturers can look at “This is a great tool that we’re Randy Clark, NSSF’s managing direc- the report and gain valuable insight really excited about, and we want to tor of business development, says is into the kinds of new products they encourage every retailer to take part important for savvy business owners to should look into developing. But the in the survey, not just because they do even in years when profits are up. importance of this report goes well get the report for free when they do, “Even if you were running at a 15 beyond its ability to increase profits but because with more retailers pro- percent gain last year, you might find and improve business for retailers viding input, we get more of a mix in out that you’re not doing things as and manufacturers. each of the categories and it gives us well as other retailers in certain cate- “This is a report that truly speaks all a better picture of what’s going on gories,” he says. “By using this for the industry as a whole and pro- out there,” Clark says. report, you can focus your efforts on of female hunters and shooters. vides solid, accurate information The better picture retailers have of those categories where you might be “Seventy percent of the retailers we because it’s coming directly from the the market, the more likely they are behind the trend curve and possibly surveyed said they saw more females firearms retailers,” Curcuruto says. to turn that information into turn that 15 percent gain into a 20 to in their store last year,” says Jim “With the information in this report, increased profits. And when that 25 percent gain.” Curcuruto, NSSF director of industry NSSF can provide the media, or any- happens, it isn’t just the retailers who According to the most recent research and analysis. “It doesn’t mat- one else who contacts us, with con- benefit; it’s the entire industry. Visit Firearms Retailer Survey Report, one ter where you are in the country, crete facts about the industry, and nssf.org/research for additional infor- category that all retailers should pay chances are very good that you are these facts can go a long way toward mation on this and other industry more attention to is the unique needs going to continue to see more women dispelling some of the misconcep- research.

50 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

As the numbers of hunters and shooters in the U.S. continues to rise, the need for public shooting ranges increases. The Target Practice and Marksmanship Training Support Act will provide additional funds to improve existing shooting facilities and build new ones.

On Target Shooting industry lauds congressional support for shooting ranges By David Draper he past several years have been good ones for the outdoors and shooting industry. Since 2008, gun sales have steadily increased, and the number of new shooters T has grown along with that. And just last summer, a U.S. Fish and Wildlife Service study showed a nearly double-digit increase in the number of people hunting nationwide, reversing a decades-long trend. Even as the industry welcomes all these new faces, it also comes up against some significant challenges in accommodating them, particularly in terms of offering public ranges and safety training opportunities. That’s why NSSF and the industry as a whole strongly support the Target Practice and Marksmanship Training Support Act.

One of the biggest obstacles for recreational habitat and wildlife conservation. The vast majori- shooters and hunters alike is finding a safe, legal ty of the excise tax dollars generated will continue place to enjoy target shooting, sight-in their guns to be used for wildlife habitat and conservation. before the season, and receive important safety and However, the Target Marksmanship Act gives hunter education training. Just as their ranks have states the additional discretion to invest those grown, the number of public shooting opportunities funds in public shooting facilities, which are used has decreased, in some parts of the country by sig- by recreational shooters and hunters alike. nificant numbers. Public and private ranges that “We believe giving states this enhanced flexibil- once stood apart from local residents are now ity to build and maintain high-quality public encroached upon and even surrounded by explod- shooting facilities is a sound investment of ing suburbs. As new residents move in, range man- Pittman-Robertson funds,” says Lawrence Keane, agers and federal land agencies fight noise and envi- senior vice president and general counsel for ronmental complaints or, worse, lawsuits, which NSSF. “As more folks are able to participate in often force new rules limiting use, if not outright the shooting sports, they will buy more firearms closures of long-established shooting facilities. and use more ammunition, generating more Recognizing this threat and the need for more excise taxes that will flow back into Wildlife shooting opportunities, Sen. Mark Udall (D-CO) Restoration Trust Fund. A rising tide floats all and Rep. Heath Shuler (D-NC) introduced the boats, as they say. Because shooters have always Target Practice and Marksmanship Training helped to fund conservation, they deserve a Support Act. The bi-partisan legislation amends return on their investment in conservation.” the Pittman-Robertson Act to provide state game As the industry reaps the rewards of the growing and fish agencies with more flexibility and discre- base of both shooters and hunters, Keane notes, tion to be able to utilize Pittman-Robertson it’s important to continue to engage those new to (Wildlife Restoration Trust Fund) excise taxes they our community. “The best way to do that is to receive for the creation, enhancement, and main- provide a safe, enjoyable experience. By supporting tenance of public shooting ranges. the passage of the Target Practice and Specifically, the Target Marksmanship Act Marksmanship Training Support Act, we can do increases the Pittman-Robertson cost-share of that by reinvesting Pittman-Robertson funds into building or expanding a public shooting facility to the establishment and maintenance of quality, pub- 90 percent, up from a current allowance of just 75 licly available shooting ranges and training facili- percent. The bill also authorizes Pittman- ties. We applaud Congressmen Shuler and Udall, Robertson funds to remain available for five years, along with the rest of our elected officials who and protects federal land management agencies voted to pass this important piece of legislation.” from frivolous lawsuits seeking to limit or ban tar- You can learn more about this important legisla- get shooting on federal lands. tion—S. 1249—on the NSSF website. Go to nssf. It’s important to note the legislation doesn’t org and click on “Industry,” then “Government change the focus of the Pittman-Robertson Act, Relations,” and finally “Industry-Relevant Federal which was originally crafted 75 years ago to fund Legislation.” feature

XGO Finds Success in New Markets For more than six years, XGO—the military and tactical brand of Longworth Industries—has been helping to keep U.S. soldiers, sailors, and service members safe with a series of tactical base layers designed to perform in some of the harshest conditions in the world. Now, the same products that have created so many loyal military and tactical customers are finding a new base of fans in other markets around the world for one simple reason—they work. Effectively branded as “The First Layer of The GameSaver’s vacuum-sealing Defense,” XGO base layers are designed to help system can keep frozen fish and military and service personnel regulate their body meat fresh for up to five times temperatures in extreme conditions and situa- longer than standard freezer bags. tions by wicking moisture away from the skin. XGO products also contain a silver antimicrobial feature that helps eliminate odors and protects against harmful bacteria. Arguably one of the safest, and most attractive, The Deep Freeze features of the XGO products—and the reason why they’ve developed such a loyal following—is the FoodSaver’s GameSaver vacuum- fact that XGO has found a way to make a flame- retardant base layer that is actually comfortable. sealing system keeps frozen food fresh “So much of the flame-retardant material out there is so hot and uncomfortable that people t is truly agonizing for a hunter or angler to open up the freezer only to don’t want to wear it,” says Sherry Lyons, XGO’s find his prized game or fish has been freezer-burned beyond consump- director of global sales. “We knew that in order to I tion. Every outdoorsman will agree it is a waste and a disservice to the be effective, our products had to perform to the animal when food has to be thrown out because of improper packaging. highest standards and also be comfortable enough that people would actually wear them.” With that goal in mind, XGO paid attention to There is, however, a storage method that In addition, the Silver model comes stan- the small details: flat seams that don’t cut will ensure game and fish stay fresh for dard with a 15-foot-long, 12-volt adaptor across load-bearing points; shirts years. cord and a standard 6-foot-long power cord. that are 2 inches longer so they FoodSaver’s GameSaver vacuum-sealing Simply plug it into the power socket of any won’t ride up or pull out. systems offer a perfect solution to extend the vehicle or boat for immediate packaging. It “We listen,” Lyons says. freezer life of food. By removing the air also has ergonomic grab-n-go handles and “Everything we do comes from a specially designed bag and providing large function buttons for portability and from someone on the ground a quality seal, this system keeps food fresh easy operation. Another aspect worth point- telling us what they need.” for up to five times longer than traditional ing out: the base of the unit flips to a verti- Because the garments are packaging methods. cal position for convenient storage. designed, sourced, and For instance, venison will begin to decay While the vacuum sealer provides a great manufactured in the com- from freezer burn after only three months sales opportunity for retailers, FoodSaver pany’s North Carolina when using conventional packaging meth- GameSaver Sealing Rolls and Bags offer headquarters, XGO can ods. When packaged with the GameSaver, promise for a sale after the sale. Once the quickly and effectively however, venison will stay as fresh as the day customer has purchased a heat-sealing sys- respond to customer you packaged it for up to two and a half tem, he needs to be informed about specialty requests. And those years. bags designed specifically for packaging fish requests for high-quality Fish, such as salmon, are often placed in a and game. products continue to come plastic bag or milk container with water and First, the customer should know that in even after the customer is frozen. This actually locks in water crystals FoodSaver GameSaver bags are constructed no longer on active duty. and abets the deterioration process. When in multiple layers to resist punctures and “Contractors are a huge vacuum-sealed by the GameSaver, though, a tearing. The bags have specially designed segment of our new business,” salmon can provide a fresh-tasting meal up channels that allow for complete removal of she says. “A lot of them are former to one and a half years later. air, to ensure that frozen food is kept fresh military; they have different jobs now, For sporting-goods retailers, vacuum seal- for long periods of time. but they’re working in the same conditions, so ers offer a great sales opportunity. The out- The bags also have a built-in liquid- they want the gear that helped keep them safe doorsman who has just made a large invest- blocking strip, which makes them great and comfortable when they were in the military.” ment in equipment to hunt or fish needs to receptacles for marinated foods. That same desire is also increasing XGO’s pres- be informed about how to make sure the If your customer is an upland hunter or ence in the private retail market, as sportsmen harvest doesn’t go to waste when stored in waterfowler who has had trouble with bags and -women discover the benefits of wearing the freezer for an extended period of time. being punctured by bones, introduce him to XGO base layers in the field. “Retailers have to You can tell your customers that GameSaver’s Heavy Duty bags, which are 30 sell products that bring customers back to their FoodSaver GameSaver products have been percent stronger and block out 40 percent stores,” says Lyons. “Our gear does that because designed specifically for the outdoorsman, more air than standard bags. These bags also it lives up to its promise.” and the sealers are engineered to provide work well on such items as clams and Considering that XGO’s customers are some of numerous quality seals. The Silver G500 shrimp. the most demanding in the world, that isn’t too model can produce up to 25 seals in a row— Other specialty bags include Expandable tough to believe. To see the new lines XGO is making it the perfect machine for larger Pleated Heat-Seal Rolls that allow for pack- releasing—including a revolutionary new stretch- processing jobs like packing venison or sev- aging extra-large items, and Portioned Heat- able, breathable line of flame-retardant mesh eral salmon. The Bronze G300 model pro- Seal Rolls for packaging smaller amounts of garments—swing by their booth. Booth #20326. vides up to 10 consecutive seals, which is a meat or fish, two at a time. Booth #3653. (800-552-8585; proxgo.com) —Christopher Cogley good fit for many smaller jobs. (877-777-8042; foodsaver.com)

54 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

Five Scott Blackwell Minutes President, With… The Freedom Group Passion and Innovation The firearms giant embraces a renewed focus on designing and delivering a wide range of quality products By Slaton L. White reedom Group, Inc. (FGI), the holding company that owns such iconic brands as Remington, Bushmaster, DPMS, and Marlin, recently named as president Scott Blackwell, who has served the company as chief sales and marketing officer since 2006. As Fpresident, he will oversee all revenue, branding, marketing, and communications for FGI, including sales and marketing, accessories and lifestyle, licensing, e-commerce, defense and law enforcement, brand management, industry relations, public relations, and social media.

That’s quite a list, but in and DPMS. With more and more announcing the appointment last shooters joining our ranks every day summer, George Kollitides, chair- and demand for these types of fire- man and CEO of FGI, acknowl- arms soaring, it’s easy to see this edged Blackwell’s “leadership, insti- market continuing to flourish. tutional knowledge, and strategic thinking.” Blackwell has been a fix- SD: Though men still far outnumber ture in the firearms industry for the women in the shooting sports, research last 15 years, rising quickly at FGI, shows that the women’s segment is where he started as president of growing quickly. Do you intend to create Bushmaster Firearms in 2006. He specific products for women? became Remington president of sales and marketing in 2007, and SB: Absolutely. We can’t look at the rose to FGI chief sales officer future of our industry without recog- shortly thereafter. Two years ago, nizing the important role of women he became FGI’s chief sales and hunters, shooters, and gun owners— marketing officer. our fastest-growing demographic. SHOT Daily recently sat down This means establishing product with Blackwell to get his perspective lines that ensure women have the on the industry and the challenges same opportunities as men to find and opportunities it faces in 2013. the perfect product with the right fit. Whether that product is a SHOT Daily: In your years in the Bushmaster rifle, Remington shotgun industry, have you developed an over- shells, or apparel from Mountain arching philosophy for doing business Khakis, our brands are continuing to that you will implement at Freedom develop new lines with the female Group? gun owner and outdoors enthusiast in mind. Scott Blackwell: This company is about more than just doing SD: Many retailers are concerned business. It’s about passion, innova- about the increasing cost of ammo and tion, and relationships. It’s about how these cost increases affect their understanding that our customers are customer base. Is FGI taking any mea- not merely interested in a product, sures to address this issue? but in an experience. From the Freedom Group president Scott Blackwell on a dove hunt in Argentina, where mother and daughter afield to a he tested an early version of Remington’s Versa Max semi-auto shotgun. SB: As shooters ourselves, we father and son at camp, we want to understand the frustration when be a part of that experience—an and firearms enthusiast, but as a Freedom Group is the biggest dog ammunition costs increase. experience that is not just a piece of company, we’ve embraced a renewed on the block. What they care about Unfortunately, the cost of ammuni- our American heritage, but is the emphasis on operations, manufactur- are the individual companies that tion is largely attributable to factors very root of who we are as outdoors- ing, and quality control. Moving for- make up Freedom Group. beyond our control, such as the price men. And for nearly 200 years, ward, we need to continue this Understanding and respecting each of raw materials and consumer Remington has delivered great prod- focus—a focus on bringing only the brand’s history, market, and consum- demand. ucts to consumers that allow them to finest quality products to America’s er is key to how we do business. Still, we work hard to keep our enjoy their outdoor experiences. hunters, shooters, military, and law ammunition prices at competitive enforcement. SD: Do you see continued growth for levels. When sportsmen and shoot- SD: What does FGI need to do in DPMS and Bushmaster? ers see champions like Wendell the future to maintain its leadership SD: Given the size of FGI, how do you Cherry, Harlan Campbell, and position? maintain and promote the individual SB: Since 2006, I’ve been fortunate Charlie Conger using our ammo, we identities of such iconic brands as to have had a leading role in the know they want to have the same SB: This has been a big year for Remington and Marlin? development and expansion of FGI. opportunity. Anything we can do to Freedom Group. We’ve not only A core area of this expansion has ensure lower prices and improved welcomed a new CEO, George SB: You have to respect the individ- been in the modern sporting rifle access for this ammunition is a top Kollitides, who is a lifelong hunter ual brand. No one cares that market—home to both Bushmaster priority for us.

56 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

fiber laser. The mobile system helped Ruger increase production, a sub- stantial benefit during a period of high consumer demand. “We developed a number of fixtures that held different parts exactly in focus for the laser, which acceler- ated our loading, mark, unload and changeover times because we didn’t need to adjust the marking system at all,” says Scoggins. “Just load, click, and you’re done.” Based on Scoggins’ and other customers’ feedback, Telesis has recently added a small-machine camera-based Ruger has devel- system that visually checks to make oped several fix- sure a serial number or other mark tures that hold isn’t already present. If not, the parts exactly in ProStation system contacts the com- focus for custom pany’s product-inventory database laser-etching and retrieves the next serial number machines, which for marking. are now used to Before selecting Telesis, Scoggins cut nearly all the explored a less expensive laser-mark- markings on ing system, but the results were unac- Ruger firearms ceptable. “I went back to Telesis, and parts, including we worked together and came up with serial numbers. a solution. The extra cost was worth it because having Telesis on our side was priceless.” Moving from roll-marking to laser- Great Impressions marking actually did more than just save Ruger thousands of dollars in Ruger turns to lasers to make its mark annual maintenance and labor costs; it helped create new revenue streams he SR1911, along with all other Ruger semi-automatic handguns, is manufactured at the as well. The Prescott facility now company’s 240,000-square-foot manufacturing facility in Prescott, Arizona. To meet ATF sells custom marking for special T regulations, Ruger has to ensure that the finished products are all properly marked with the product-line runs and for offerings firearm’s model, caliber, manufacturer, serial number, and other details. For years, these marks such as the National Rifle have been made by roll-marking (a process in which identifying marks are machine-stamped into Association’s commemorative guns. the parts to be marked). “We paint red and white dots for safety indicators. One gun was giving us a problem getting paint to stick to But a shift in the materials used to “But we were breaking zeroes on a to our Newport, New Hampshire, it, so we used the laser to roughen make their handguns made roll- regular basis because there’s nowhere facility—are not standard products. the surface. Problem fixed. We’ve marking more difficult. “Like auto- to push the material in the center. In This was really a cooperative effort used the lasers in R&D also, when mobiles and aircraft, firearms have addition, we had to polish down the between Telesis and Ruger.” designing new ammunition magazine shed weight,” says Michael Scoggins, splash-up material from the roll mark. Scoggins needed a laser-marking geometries and latch locations, burn- Ruger’s chief manufacturing engi- “The parts, labor, changeovers, system that could work around the ing through .03 inch of 55 Rockwell neer. “And you don’t want to sacri- and downtime were costing us a lot,” clock with high uptime and minimal C scale material. We’ve even explored fice product strength and integrity Scoggins says. maintenance. “We’re not making key welding with the laser, though that’s along with the weight. In our case, Clearly, something had to give. rings here,” he says. “We needed in the early stages,” Scoggins says. we now use harder metals that allow Looking for a more efficient and cost- something that was going to run Ruger’s Prescott facility now only us to use thinner-walled designs.” effective way to comply with ATF reg- 24/7 in an industrial-shop uses roll-marking on limited process- ATF specifications require that fire- ulations, Scoggins considered using environment.” es; almost everything has been con- 1 arms markings be at least /16 inch lasers. After considerable research, he Scoggins estimates that the first verted to laser-marking. high, with a minimum of .003 inch selected a 20-watt (FQ20) ytterbium- laser paid for itself in less than year. “One of Telesis’ core values is cus- penetration. To satisfy the regulations doped pulsed-fiber laser-marking sys- “We saved tens of thousands of dollars tomer intimacy,” says Merrill Apter, and account for manufacturing toler- tem from Ohio-based Telesis a year by moving from roll-marking to vice president of sales at Telesis ances by a safe margin, Ruger targets Technologies, Inc. These lasers deliver laser-marking and thousands more in Technologies, Inc. “Another core .008 inch penetration in its pistols. a high-power laser beam directly to labor because we don’t need a special- value is a mission-specific focus on “Historically, we roll-marked every- the marking head via a flexible metal- ist to replace aging and broken dies, marking and engraving solutions. thing, but when we switched to harder sheathed optical fiber cable. It’s a rug- and changeovers were reduced to sec- Telesis is unique in that it not only metals, we had to push more firmly on ged mechanical design able to operate onds to key up a new program.” offers mechanical pin stamp and scribe the parts to create the mark,” Scoggins in an industrial environment where After the success of the first laser systems, but gas, solid-state, and fiber- says. “As you might expect, this had an shock, vibration, cutting oils, and dust system, Scoggins returned to Telesis laser solutions for a variety of high-use impact on the durability of the fixtures are a concern. Technologies, saying he needed a applications that demand high uptime, and roll dies. As a result, we turned to “When we first began talking with smaller and more powerful system to low maintenance, and ease of use. exotic—and more expensive—die Telesis, their fiber laser-marking sys- fit on the shop floor—preferably a From 355-nanometer to 10.6-micron materials, but we still got fewer tem had been on the market for only mobile laser-marking system with a lasers, all Telesis equipment is manu- impressions than we had with the about a year, but what most attracted drawer-type enclosure that could be factured in the U.S. and supported original process.” me to the ‘boys in Ohio’ was their used to mark a significant number of globally through sales, service, and Using special mechanical roll- willingness to listen to my require- small gun parts. This eventually led application offices in China, the marking heads for serial numbers pre- ments and work together as a team to to Telesis Technologies’ ProStation United Kingdom, Germany, and the sented a unique challenge. “For num- develop a solution without a bunch of integrated laser-marking system, Netherlands.” bers like 1 and 7, which have room on sales pressure,” says Scoggins. “The which is housed in a mobile enclo- To see how well Ruger and Telesis each side to push the material, the dies lasers we use today—we have several sure and comes with a higher-power work together, stop by the Ruger worked pretty well,” Scoggins says. here at Prescott and are adding more (30-watt) ytterbium-doped pulsed- booth. Booth #11840.

58 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

some differentiation into our line.” The bulk of the Elite line was moved into an Elite Hunting family, with nine SKUs reserved for the top- of-line Elite 6500 series. Recognizing the $199 to $299 price point was a sweet spot in terms of opportunity. Bushnell replaced the Elite 3200 series with a whole new family built around its established Legend Ultra HD brand. “Our line of Legend Ultra HD binoculars had been very successful, and we wanted to build a family of products under that brand,” says Detail-rich packaging reduces confusion, allowing Tanker. “The Elite 3200 had also consumers to choose optics products off the shelf and been good for us, so the big goal was freeing up retail personnel to handle gun sales. to offer a more competitive, high- performance scope in that $199 to $299 price range with the Legend Ultra HD name. The introduction has been very popular, and we’ve Bushnell Overhauls really been moving these scopes this year.” Along with consolidating popular Product Packaging SKUs under the Elite Hunting line, which typically carry street prices New initiatives help busy retailers sell products from $299 to $599, Bushnell reserved the 6500 designation for its top-of- By David Draper the line glass and design. Elite 6500 scopes feature 30mm tubes like those ince 2008, the shooting industry has welcomed successive waves of customers. While used in European-style scopes, along many of them were repeat clientele, there were thousands upon thousands new to the with other best-of-the-best features S gun-buying experience. Capturing the business of these new firearms owners, as well as to fall within the $800 to $1,000 catering to existing customers, increasingly means delivering informative marketing messages in retail price range. unconventional ways to educate potential consumers about a product’s end use. Gun-accessory “We offer scopes for long-range companies benefitting from the recent boom have also discovered it’s important to offer product applications, along with a 1.25– lines that clearly differentiate between good, better, and best across price points, so buyers can 8x32mm with extended eye relief quickly and easily determine what’s right for them. that’s great for a heavy-kicking African rifle or slug-gun application,” says Tanker. One company that has recognized just product, but also the brand mes- associate is not there, the consumer To better serve its professional and and responded to these challenges is sage. We need to give consumers a will easily understand it as well.” extremely avid civilian customers, Bushnell. Through two important good experience with packaging that According to Schaefer, Bushnell’s Bushnell also introduced a new Elite initiatives—a packaging overhaul and reflects the quality of the product.” package overhaul is well under way, Tactical line. The pro series has prov- product line consolidations—they’ve Part of that good experience means with new boxes rolling out to stores en popular, growing significantly in tackled the new paradigm head-on offering new gun buyers clear infor- over the past six months. both volume and SKUs. For 2013, over the course of the last year, giv- mation about the product’s quality the company will bring four new ing front-line retail personnel, and and end use, which Bushnell delivers Elite Tactical scopes to market, ultimately consumers, a clearer pic- with a blend of compelling artwork, More Consolidation, including the 1.8-5 SMRS model— ture of what the optics leader offers imagery, and copy. Less Confusion an illuminated short- to medium- and a compelling reason to purchase “In addition to conveying that it’s a Having a broad product assortment engagement range series (hence the products bearing the Bushnell brand. quality product, we’re communicat- is important for an optics manufac- SMRS designation)—featuring 11 ing what the product does, how it is turer to capture customers across the levels of brightness and a durable used, and what environment it can be demographic spectrum. But if clear 34mm tube. New Packaging, used in,” says Schaefer. “Put simply, lines through that assortment are not “The tactical business is a very Better Retailing it’s matching up the box with an aspi- created, sales can be lost. competitive marketplace,” says Within the past decade or so, packag- rational brand message, while also This can be especially true when Tanker. “But it’s been very good for ing has undergone a revolution of lining the product up with its intend- even sales associates have a difficult Bushnell. We continue to expand sorts. What once seemed almost an ed purpose.” time discerning and describing the both our product offerings and the afterthought—a plain box or clam- Packaging a product in such a differences between products within technology consumers want in a shell, with a brand logo and not much multi-functional wrapper also gives the same family. To help clear up that professional-level optic.” more information other than a set of Bushnell a leg up on the competition confusion, Bushnell consolidated its As new gun buyers continue to instructions—has now become a pri- in increasingly busy gun shops. Once line of riflescopes in both the estab- come through the doors, smart shop mary marketing vehicle. Today, a strictly behind-the-counter items, lished Elite and new Legend Ultra owners will look to Bushnell and product’s package not only has to optics are now found on the retail HD lines. other like-minded companies for stand out from the increasingly floor, where they often have to sell “Prior to this move, within the products that ring their registers crowded retail space, it also needs to themselves as sales associates stay Elite family we had the 6500, 4200, more frequently with less effort from serve as an educational tool for new busy processing gun purchases and and 3200, and scopes that were just an overworked staff. By creating clear users. More important, it needs to aid otherwise spending time educating Elite,” says Tim Tanker, Bushnell’s divisions across riflescope lines, as info-overwhelmed sales associates. new gun owners. senior product line manager for rifle- well as wrapping those scopes and “A lot has changed in retail,” says “Out on the shelf, the product has scopes. “A lot of retailers were asking binoculars in fresh, new packaging, Mark Schaefer, manager of consumer to work harder,” says Schaefer. us, ‘What’s the difference?’ The Bushnell is giving these retailers, marketing for Bushnell. “Packaging “Dynamic packaging with clear, con- three price points within the same along with new and existing consum- is no longer just an implement for cise messaging makes it easier for the family were confusing. By consolidat- ers, what they want—a strong prod- delivery. Packages are communica- retailer to sell the product. Not only ing scopes within our Elite Hunting uct assortment that sells itself. Booth tion pieces and merchandising pieces. will the sales associate understand series and creating the new Legend #12519. (800-221-9035; It’s important to communicate not the product and its benefits, if the Ultra HD line, we tried to build bushnell.com)

60 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

Blackhawk’s new tactical watches include (from left) the Race Operator, the Deep Sea Operator, the Field Operator, and the Advanced Field Operator. The Unforgiving Minute Blackhawk makes a tactical entry into watchmaking By Robert F. Staeger n tactical situations, sooner or later you should really pay attention to the ticking. Not from an explosive—they rarely tick, despite what we may have learned from Road Runner cartoons—but from the ubiquitous timepieces on our wrists. In a world I where wristwatch sales have been declining since 2005, watches are still popular among users of tactical products. On the whole, we aren’t the type of people who fish out our iPhones to check the time.

This didn’t escape the notice of the development But what sets Blackhawk watches apart for active fun with it,” says Krinke. team at Blackhawk, which is launching a new line of and tactical users is the company’s understanding of The final watch, the Deep Sea Operator, is a tactical watches. “Pretty much everybody in the tac- the human factor. For one thing, the watches all full-on diving watch—Blackhawk’s biggest—with a tical market is a watch person,” says product mar- sport large dials, hands, and numbers, allowing the 48mm case. “The case is actually quite robust keting manager Wade Krinke, though he admits the wearer to tell time in a nanosecond. “If it’s nighttime because the wall thicknesses are larger, the toler- leap into timepieces took a little time for Blackhawk and the weather is bad, or if you’re in a tough mud- ances are tighter, and the gaskets on the back are to make happen. “We just didn’t have the band- der race and you’ve got slime all over your arm, the thicker, because it has to withstand a 300-meter width—the employees and the staff—to put it work we’ve done is to make it very quick to read and pressure test. So everything about the diving watch together until we became owned by ATK. Now that very easily understandable. We’re trying to focus on has been beefed up over the Field Operator ATK owns us, we have the bandwidth to do more the classic elements and human factors, so when you watch,” says Krinke. things and branch out in different categories.” glance at it, you can see it and be good to go.” Low visibility underwater prompted large num- Blackhawk is launching its watch line with four Blackhawk’s two basic watches are the Field bers on this watch face, too, as well as a bulky basic models for 2013: the Field Operator, the Operator models, with PVD-finished stainless- hand design lifted from the gauges in airplane Advanced Field Operator, the Race Operator, and steel cases, a fixed, 24-hour ring, an anti-glare cockpits. “We use orange in the countdown timer the Deep Sea Operator watch. Each is designed to coating, and Miyota movements. They’re water- because orange is the last color you can see, the resist water and rugged treatment while keeping proof down to 100 meters. The basic Field farther you go down,” says Krinke. Cases come in time, whatever the situation. Operator model (SRP: $159) has a 42mm case and plain stainless and black. “Our plain stainless is “It’s basically a small machine that fits on your a nylon strap—easily washable, comfortable in just raw stainless, so any wear it shows will be arm. The challenge is performance: making sure you warm temperatures, and very adjustable—while graceful. But our black watches are all PVD- get all the materials correct, that we’re picking the the Advanced watchband is molded silicone. “If coated, a titanium nitrate plating, so it takes a long right materials and the right movements to do the you’re in deep water, if you’re in mud, it’ll clean time to work through the PVD. We’re estimating job long-term,” says Krinke. “Basically, what can we up and dry off much faster,” says Krinke. “The about five years of everyday use. They’re built for do to this timepiece to make it last for as long as Field Operator is good for dry conditions, and the the long term.” possible? The challenge is just getting the tolerances Advanced is a larger watch for all kinds of condi- Finally, Krinke has some advice for retailers and the precision all lined up so this watch will last. tions.” The Advanced (SRP: $199) is also a little considering branching out into watches. “If you You can hand it down over generations.” bigger, and has a date function. want to get started in this and you don’t have a Part of the watches’ heirloom aspect is their Next up is the Race Operator, which features a watch area, next to the handguns or optics is a simplicity. 24-hour chronograph. “In today’s market you see perfect place for them. Make a little space between “They’re easy to fix,” says Krinke. “We don’t 30-minute chronographs, you see one hour, and your handguns and your scopes in a lockable dis- have anything quirky in them, just a basic time- 12 hours, but we felt we needed a 24-hour move- play case, and then take the top off the box and piece. If, in 20 years, you find one or you hand ment, so we picked the Miyota OS-20,” says put it on the bottom, and you can display the one down that needs some work, it’s a standard Krinke. Some day-long events last longer than watches very easily. Handguns and optics, that’s movement. Any watchmaker can just pop a new 12 hours, and people who compete in them want the precision case—that’s where you want to mer- movement in. At the same time, these watches are to know exactly where they stand. “We wanted to chandise them.” really high precision—their accuracy is within plus make sure you had enough time, and were able to In the long run, Blackhawk is planning its own or minus 20 seconds. We understand there are record all the time in 24 hours.” As a styling flour- display cases as the company builds up the line. some more highly accurate movements, of course, ish on this watch, the numbers on the face are That won’t happen immediately, but time is on but those are specialty movements; you’re talking modeled after the numbers on Le Mans race cars their side. Or, at least, on their arm. Booth in the multi-thousand-dollar range.” from the 1960s. “We’re just trying to have a little #14562. (800-694-5263; blackhawk.com)

64 ■ Shot Business Daily ■ day 2, January 16, 2013 feature A Clear Choice for Whitetail Hornady’s American Whitetail targets the deer-hunting demographic By David Draper ompared to the Great Ammo Shortage of 2009, retailer’s racks today present consumers with the same kind of mind-boggling awe that defectors from behind the Iron Curtain must have experienced the first time they stepped into an American super- Cmarket. Not only are the shelves filled with ammunition from well-known manufacturers still running full speed to keep up with demand, but there are also boxes from smaller established companies, all-new brands, and, at some of the larger retailers, private-label ammunition sourced from Eastern Europe and beyond. If this staggering number of choices is enough to cause experienced hunters’ eyes to glaze over, just think about how those tens of thousands of new shooters must feel when trying to pick the right ammo for their rifle.

Hornady’s American Whitetail packaging is designed with new hunters in mind, helping them cut through the layers of expertise needed to choose among the myriad ammo options for whitetail hunting. Within the box are Hornady’s ever- reliable InterLock bullets.

To help clear some of that confusion introduced in 1977, and still an I found that assessment to be spot Though Hornady is best known and rise above the increasingly crowd- industry standard, the InterLock is a on during my tests last fall, both at for making accurate ammunition and ed retail space, Nebraska-based manu- true balanced bullet, effectively com- the range and in the field. On the components, it’s quickly gaining a facturer (and savvy marketer) Hornady bining expansion and penetration in bench, I first put American Whitetail reputation for its innovative market- has introduced a new cartridge to their one hard-hitting package. Thanks to through a custom-built .308 from ing efforts as well, which when growing line of pre-loaded ammuni- the patented InterLock ring that Sisk Rifles, which is my go-to gun boiled down, are exactly what tion, and they’ve done so with the mechanically secures the lead core to for accuracy testing. True to form, American Whitetail is all about. kind of pinpoint precision the compa- the gilding metal jacket, the bullet the rifle printed three-shot groups Certainly, it’s not the first species- ny has based its reputation on. In fact, also maintains its integrity during well within a 1-inch circle, with the specific ammunition on the market. with patriotic packaging and a distinc- impact and terminal performance. best group coming in closer to the Targeted varmint loads, including tive stylized logo, Hornady’s American What makes American Whitetail half-inch mark. Because the majority Hornady’s own Varmint Express line, Whitetail ammo couldn’t be any more unique, besides its consumer-targeted of American deer hunters go into the have long been popular with preda- on target, hitting the bull’s-eye on the brand message, is the decades of field with a factory rifle, I also shot tor and prairie dog hunters. And country’s most popular game animal manufacturing and testing history the 150-grain InterLocks through a both Winchester and Remington and the millions of hunters who chase Hornady builds into each round. Mossberg ATR; again, the perfor- have recently come out with hog- deer each fall. With this information at hand, mance was what I’ve come to expect centric ammunition to tackle the cur- “For a typical deer hunter looking Hornady was able to create effective from Hornady. rent pig-plague sweeping the nation. at a vast array of boxes on the shelf and accurate cartridges for the most In field situations, I’m not always But to my knowledge, American or listed on a web page, American popular deer calibers, ranging from the steadiest shot, so that accuracy Whitetail is the first load to specifi- Whitetail takes the guesswork out of the .243 to .300 Win. Mag., each was much appreciated on the Pine cally target the whitetail deer hunter, trying to decide which box of ammu- loaded with established velocities Ridge Reservation in South Dakota even though it would be equally nition to select,” says Neal Emery, that are appropriate to the individual when my guide, Travis Brave Bird, effective on mule deer, antelope, or marketing operation manager for bullet’s weight and capabilities. spotted a trophy whitetail near last other similar-sized game animals. Hornady. “There is no shortage of “When faced with an overwhelming light. I tagged the buck at 228 yards, With its clear message and catchy selections presented to a hunter. assortment of ammunition choices in and not wanting a tracking job in the packaging, that gives consumers Some avid hunters are well versed in popular calibers, new hunters are bom- dark, followed up with a second shot (and, by design, retailers) something bullet and ammo options, and might barded with information that they likely into the fleeing deer. Turns out I to grab on to. be looking for certain features. A don’t understand,” says Emery. “They could have saved the bullet, as my “Not only does American Whitetail majority of hunters, however, are will be faced with options ranging from initial shot punched clear through offer a simple choice to consumers, it simply looking for a good deer round bonded bullets to mono-metal bullets, the vitals and the buck piled up not also makes it easy for retailers to help that is priced competitively.” tipped versus non-tipped, high velocity 30 yards into the pines. Both bullets their customers,” says Emery. “The For Hornady’s engineers and bal- versus low recoil, and many more. exited the broadside buck so neither packaging itself is bound to catch the listicians, a “good deer round” means American Whitetail offers the consum- was recovered, but from the wound eyes of shoppers and will leave no incorporating the company’s time- er an easy choice, drawing on Hornady’s channels it was apparent they per- doubt that it is an appropriate deer- honored and field-proven InterLock many years of building, selling, and also formed as advertised, expanding hunting cartridge.” Booth #13145. bullet. Revolutionary when it was using these bullets with great success.” quickly and violently. (800-338-3220; hornady.com)

66 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

the camera from the brim of your hat, and lets users see themselves in action. “We’re also working toward some wi-fi capability, so you can view and preview your footage from your smartphone using an app.” Not all technology is visual, of course. GSM also owns Walker’s Game Ear, which makes hearing-aid- style products to reduce noise and enhance the sound of the field. In the last two years, Walker has shifted all its technology to digital, and last year launched the Elite Series, offering more power in a compact package. One of the most valuable upgrades across the Game Ear line has been water-resistant nanocoating, a process lifted from the hearing-aid industry. “In the outdoors, you could be sweat- GSM’s new Drone trail cam from ing or it could be raining, and the Stealth Cam lets users preview photos moisture could damage the product,” and download only select shots, so as says Mann. “But the nanocoating coats to not bust their data plan. the device inside and out with a microscopic layer that repels water and moisture, providing more reliable All Together Now field life and performance.” GSM Outdoors brings a host of companies under Time-Tested Tech Not all technology is high technolo- one roof By Robert F. Staeger gy, however, but GSM has a hand in most of it nonetheless. “There’s he Great Outdoors” is a phrase that conjures idyllic green pastures and lush woodlands, free nothing too crazy about a wildlife of modern technology. But the new, wireless reality is that high technology has been feeder,” says Mann about his T encroaching on the outdoors for years…to the benefit of sportsmen everywhere. FeederMax and American Hunter lines. “You put food in ’em and they take food out.” But he’s proud that Take trail cameras, which began as a It also equips all the cameras with the big buck that he wants to see in clear- he hasn’t reduced the quality of the means of scouting food plots when a ability to shoot video in high-def.” er detail. It makes shooting a hundred product to reduce costs, which in this hunter wasn’t around. At first, hunters hi-def images a blessing, not a curse. economy counts as a win. had to make regular visits to the cam- “Access has been pretty good,” says GSM has raised its game in turkey eras to check their photos. Lately, Smarter Wireless Mann. “We’ve got cams all over the calls, too, by partnering with Paul however, everything the cameras shoot One of GSM’s most exciting new country.” And with coverage getting Butski, a world champion caller who can be bounced off a satellite and sent cameras is the Drone, a much more better and better, these cameras has been making calls for two decades. directly to a home computer or hand- complex setup than most trail cams. become more and more useful. “It’s The partnership broadens GSM’s line held device. Rather than encroaching “It’s probably our highest-tech prod- tougher these days to get off the grid and gives Butski’s calls more exposure. on the outdoors, these devices bring uct to date,” says Mann. “It took us than to stay on it.” “We branded it with the Maestro the outdoors into our homes. four years to bring it to market.” And then there are those times name and have a complete line of No one knows that better than The Drone is a wireless trail camera when you deliberately want to join the mouth calls, box calls, and friction Doug Mann, vice president of product that allows hunters to access their grid. Action cams are a swiftly grow- calls in glass and slate. They’re Paul development and marketing of GSM photos online, whenever they have a ing part of the outdoors experience, Butski signature series items, so he has Outdoors, makers of Stealth Cam and computer connection. Once the cam- recording hunts, sporting clays ses- his name in the branding, and he Wildview cameras, among many other era is set up in the field, the hunter sions, and so on. GSM’s Epic action makes a lot of the parts himself,” says outdoors products. “Trail cameras can check remotely to see if any wild- cam line makes this sort of thing pos- Mann. “It’s a top-quality turkey call.” have been hot for the last decade, and life has strutted by. sible—and sharable with your friends It all adds up to a lot of companies they show no signs of subsiding,” says The sophisticated setup uses both and family, and the web at large. “It’s a doing a lot of different things, and Mann. There’s much more competi- Verizon and GPS technology. “The category that’s been exploding in the GSM has been recently working to tion in the trail-cam market these trail camera is tethered to a rugged last year or so,” says Mann. pull the brands all under one roof. days, however, so staying on the for- wireless modem that you set out wher- One of the reasons the action-cam “For 2013, we’re consolidating our ward edge of technology is crucial. ever you like, as long as you have cell segment is growing so fast is that it web presence,” says Mann. “There’ll “It’s similar to home computing, cam- coverage,” says Mann. “The Drone reaches beyond hunters and shooters be a master website—gsmoutdoors. eras, and so on,” says Mann. “We’ve reads the images on the memory card, to active people of all types. “It lends com—and from there you can navigate got some new items coming out that then converts those images to thumb- itself to a lot of different outdoors to all of our brands, learn about the could be game changers.” nails and transmits them to you, so enthusiasts. Naturally hunting and products, watch videos, engage in Foremost among them is the new you can see a preview of what’s going fishing, but also motorsports, cycling, social media, and make informed buy- ZX7 processor, which will be used for on in your camera.” The thumbnails whitewater, and things like that,” says ing decisions. That GSM presence will both Stealth Cam and Wildview cam- are there to conserve the data used on Mann. “Pretty much any application be put forward in a dealer catalog and eras going forward, including a new, your cellular plan. “Instead of sending you can think of where you can strap a on our packaging. more compact Wildview camera. As it 60 big pictures of a doe walking by, camera to yourself and record whatev- “It’s an across-the-board revamp,” is when Apple launches a new iPad you’ll be able to preview it without er you did.” says Mann. “We’re basically tying all that looks almost exactly like the old burning up your wireless minutes and Plans are for Epic to add some wire- our brands together, where we can we one, the ZX7 is a change that’s almost figure out which pictures you want to less items to the mix, including an cross-promote. The guy who buys a invisible until you start using it. “It’s see in clearer definition, and then you instant-on remote control. “You can Stealth Cam sometimes needs to buy such a drastic improvement over any- can pull those down through your have that camera mounted 15 feet an American Hunter feeder. There’s a thing that’s on the market today,” says website.” Basically, a hunter can scroll away, and you’ll have a remote similar lot of synergy between product lines, Mann. “It allows for an even faster through a hundred small snapshots to a keychain for your car to turn it on and we’ll be using that.” Booth #1019. trigger speed and a longer battery life. and pick out the two pictures of the and off,” says Mann. This untethers (877-269-8490; gsmoutdoors.com)

68 ■ Shot Business Daily ■ day 2, January 16, 2013 feature Walking Point As state regulations continue to expand, TenPoint looks to the future By Robert F. Staeger unting has been taking place in North America for longer than the United States has been a country. Consequently, while there are some changes around the edges, most of our hunting laws and regulations are pretty steadfast. But because modern Hcrossbows are a relatively recent development, regulations surrounding them are more likely to fundamentally change in any given year. And when they do, the trend has been toward expanding hunting rights.

TenPoint From bottom left: TenPoint’s Titan Xtreme, and its award- winning Turbo XLT II and Carbon Elite XLT.

Take Pennsylvania, for instance. Last year it newcomers won’t balk at. “That line has helped us made permanent a 2009 trial period allowing cross- continue to grow, because we can now service the bows during archery deer and bear seasons. Or market with product from $399 to $1,900—actually, Kansas, which in 2012 allowed crossbow hunting $2,500, if you look at Carbon Extra with the wood for youths and hunters ages 55 and older. Rick stock and everything as a package,” says Bednar. Bednar, CEO of TenPoint Crossbows, is monitor- The coming year promises some changes for ing these changes closely. His business counts on it. TenPoint. Naturally, there’ll be some changes in Bednar has been in the crossbow business for state regulations—there always are—but the compa- nearly 20 years. “Every year, legislation in the ny is looking toward expanding into a new facility states seems to expand as we look for opportunities and streamlining its production process as well. to put people, and keep people, afield,” he says. “There are always manufacturing challenges,” says Wisconsin, for example, just removed age and dis- Bednar. “Continuing to fine-tune your supply chain. ability restrictions on crossbow hunting. “I think Continuing to be USA-made, USA-assembled, the trend along that same line will continue, espe- USA-designed, and USA-engineered. But those are cially because burgeoning deer populations have challenges that every manufacturer faces every day, state game agencies looking for ways to get more regardless of the space they operate in.” hunters out in the woods to harvest whitetails.” Other plans include an expanded outreach to TenPoint’s website has information about game retailers about crossbow hunting. “Educating the regulations, and you can see the changes the last retailers is something that we’re really, really active decade has brought. “Each year you get that little in right now,” says Bednar. “We’re traveling uptick in sales because of a Kansas or a Michigan around the country, doing seminars and spreading or an Indiana change, and that kind of keeps you the gospel about modern crossbows.” going and growing,” he says. One reason for the emphasis on education, But state legislatures aren’t the only things popu- Changing state regulations and innovations in Bednar says, is that the crossbow “is misunder- larizing crossbow hunting. Technology has played cocking technology have made it easier than ever stood. A modern crossbow is an effective tool to its part, too. TenPoint and other crossbow compa- to go crossbow hunting. go out and harvest a whitetail and recreate in the nies have steadily been making crossbows easier to outdoors. It certainly puts people in the woods use—not just for hardcore hunters, but for every- “Our products continue to do well with the eval- who otherwise couldn’t be in the woods, for one one. The advent of modern cocking mechanisms uations and testing and the ergonomic fit, feel, and reason or another. I think that’s good for hunting. has enabled more and more people to load a cross- function awards,” says Bednar, with justifiable pride. “My philosophy is, I want everybody out there in bow. In the past, cocking a bolt was arduous work, “That’s kind of what we do—we actually hunt with the woods,” he says. “Handgunners, muzzleloaders, but modern cocking mechanisms have made a 185- everything we build. Our new commercial states bow-and-arrow guys, rifle guys, shotgunners. If pound draw more accessible for everyone, including that if I wouldn’t shoulder it, we wouldn’t build it. you’re out there, it’s good for our industry.” women, youths, and physically disabled hunters. Regardless of what price point you may be buying, And as for state regs, Bednar expects further TenPoint has been leading the charge. Two of its whether it’s an entry-level Wicked Ridge or a top- expansion. “On the legislative side, I think it’s a crossbows were honored by hunting magazines in of-the-line Carbon Fusion, it just really feels good, wait-and-see approach to everything,” he says. “I the last year: Peterson’s Hunting named the Carbon it shoots well, and it’s what you expect from a mod- think ultimately we’ll be perceived as a viable way Elite XLT its 2012 Editor’s Choice, and Field & ern-day crossbow.” to hunt, and that will happen in every state, just Stream named the Turbo XLT II the Best of the The Wicked Ridge line is particularly helpful, like guns and bows and arrows have.” Booth #742. Best for its category. offering an entry-level crossbow at price points (330-628-9245; tenpointcrossbows)

70 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

In recent years, sales of ground blinds have surged, while treestand sales have held steady. Ameristep has been in an excellent position to capitalize on the surge, with high- quality ground blind products for every price point.

company is turning its eye toward a lighter stand, focusing on the alumi- Ear to the Ground num side of the business. As ground blinds surge, Ameristep sees the value of Standing Tall customer responsiveness By Robert F. Staeger “We’ve got three brand-new stands coming out in 2013 for that side, with p in a treestand, the perspective is different. You can see farther into the distance and are some pretty cool innovation,” says less likely to be caught by surprise. But a buck often presents a smaller target, simply McKenna. Called the Non-Typical U because of the angle at which you’re shooting. Sometimes it takes boots on the ground to line, the stands cut 20 to 25 percent of get the job done. And for that, you’ll want a ground blind. the weight from Ameristep’s previous aluminum treestands while maintaining their security. “We had our engi- “Our ground blind sales have for any situation. Whatever the price it used in its ground blinds. It was too neers design a different way of manu- increased steadily in the past five point, we’re gonna get him the best glossy, catching the light in unnatural facturing them, and that gave us a lot years, while treestand sales have ground blind he can buy.” ways. Ameristep responded, changing of weight reduction while retaining stayed pretty steady,” says Ameristep the composition of the fabric, moving the strength that we had in the other vice president of sales and marketing from one material to a composite of stand,” he says. Pat McKenna. Ameristep, known for Leading the Blinds four different ones. The composite There’s also a new hookup assist its treestands, is also the U.S.’s leading The company has spent a lot of time then undergoes several processes system, designed to eliminate the manufacturer of ground blinds. “I and energy refining its blinds. It is intended to “dull it up.” The result? A awkwardness inherent in setting up a think the main reason has to do with constantly getting feedback from less glossy, more matte surface. stand high up off the ground. the number of hunters who are get- users—including rank-and-file cus- “That’s probably the biggest change “There’s a carabiner on a bungee ting older. These people are realizing tomers, outdoors writers, and the that we’ve made in the past five system that’s actually built into the they can stay down on the ground and hosts of TV shows the company years,” says McKenna. “The quality back of the seat. You hook that up to be successful, too.” sponsors, such as Hardcore Pursuit and of the material, and what it looked the loop that you already put on the McKenna also thinks another rea- Realtree Road Trips. “We take every like after it was on the blind. If you go tree,” says McKenna. “The nice thing son for the surge in ground blind consumer comment about our blinds back and compare our line to what it is, you’ve got the stand hanging there, popularity is a hunter’s desire to share very seriously, and make sure that is today, you’d see a huge change.” so with both hands free you’re able to the experience with his family. “An we’re doing what we can to make Those changes, in reaction to cus- wrap the strap around the tree and increasing number of hunters are changes in the existing line to satisfy tomer criticism, put Ameristep in the actually set the stand while it’s still bringing their kids with them, and it’s the market,” says McKenna. right position to capitalize on the hooked up to that system. It makes it simply more convenient to hunt from The value of the television feedback increasing interest in ground hunting, a lot easier—and a lot safer.” a ground blind than up in a tree. isn’t the celebrity factor, but comes gaining market share in that segment. The loss of weight and the new That’s the case for me, too. I don’t from the fact that those hosts are “At this point in time, knock on hookup make the stands pretty attrac- take my kids up in a treestand; I hunt hard, steady users of the products. wood, we’re still the number-one tive. To seal the deal, they’re also in a ground blind with them.” “We have those guys hunting with ground blind manufacturer out sporting new, more comfortable seats. There’s another reason, though— our stuff all the time, with explicit there,” says McKenna. “We’re always But the real innovation in the com- one that might be easier to see from instruction that we want feedback. We putting plans together to not only ing years will be on the ground. above. When market forces drove an ask, ‘Is there something you’ve seen maintain that, but to increase the McKenna promises a new hub tech- increase in the popularity in ground that you didn’t like about our ground market share in the future. So we’ll be nology that will reduce the weight of hunting, Ameristep had already blinds, or something that you really listening to our customer base, and ground blinds and make them easier maneuvered into the perfect position like? Is there something that’s miss- trying to reach more consumers and to set up. “It’s considerably lighter to capitalize on it, by emphasizing ing?’ We bring all that info together give them what they want.” than a blind with the old technology,” quality and a variety of price points. in our new-product meetings.” That’s not to say the company is he says. “And for a full and complete “We’ve revamped our blinds so that Being responsive is a key element to abandoning the bird’s-eye view. It is setup, it’s the quickest you’ll ever see we hit pretty much every price point Ameristep’s success, and the surge in still a leading producer of treestands in a ground blind.” you can with the best-quality product its ground blinds is directly attribut- and continues to innovate in that seg- Good reason to put your boots in the market at that price point,” he able to that responsiveness. Several ment. Its recent Brotherhood line of on the ground and go see it up close. says. “When it comes down to the years ago, the company was getting steel stands offers hang-ons and a Booth #10336. (810-686-7121; hunter, we can provide a ground blind dinged by customers for the material couple of different ladders. But the ameristep.com)

72 ■ Shot Business Daily ■ day 2, January 16, 2013 feature Silver Lining Extensive military testing spurs PrimaLoft’s growth By Peter B. Mathiesen f 2013 is to be remembered for anything in the outdoor soft-goods category, it may be as the year PrimaLoft inched into nearly every corner of the industry with everything from jackets and underwear to sleeping bags and socks. Developed for I the United States Army in the 1980s, PrimaLoft was originally designed as a synthetic substitute for goose down. Since then it has evolved from basic insulation to specialty loft products and high-tech yarns. Today, many industry professionals regard the products as the benchmark in performance insulation.

a term coined by the military when wearers soak PrimaLoft insulation their clothing, and through activity are able to dry lines a wide variety of the garments out with their own body heat. This modern outerwear, lets them continue their tasks, reducing the risk of including this Browning discomfort and hypothermia. PrimaLoft was the Dirty Bird Insulated only insulation tested that proved effective and met Parka and this Sitka this requirement. Open Country Kelvin Jacket (inset). The Compact Factor Space is always a priority, and PrimaLoft’s compres- sion, similar to down, has contributed to its winning the PCU contract. “The ability to pack it, throw it in a backpack, have it take up less space, and then recover its loft was incredible,” Elder says.

The Long Haul The product must hold up over the long haul to maintain the military’s interest. “It could be washed and dried numerous times. All insulations degrade with use, but PrimaLoft by far held its performance over other tested brands. The garment will perform in extremes at the end of its life cycle, just as it does in the beginning,” he says. Asked how this testing relates to hunters that sit still in a stand for hours, he responds, “Imagine standing guard outside of a cave in the cold, wet mountains of Afghanistan for two weeks without having anywhere else to go. If that guy can stay warm, a deer hunter will remain comfortable sit- ting still in a treestand for hours.” Also made into strand fibers, PrimaLoft Yarn has been adopted for use in socks, sweaters, base-layer garments, fleece, and accessories for the outdoor, hunting, military, and home furnishings markets.

Light and Soft—and Warm As a result, companies are changing the way they look at garment design because of the efficiencies in the insulation. “The usual comment made by Browning customers after they try PrimaLoft for the first time is, ‘How can something this light and soft be so warm?’ and they become our best sales force. The insulation repels water and dries fast, Although it was used by small mountaineering Rick Elder as a guest speaker at the PrimaLoft both of which are critical to a hunter who is miles clothing companies and L.L. Bean in the early Hunters’ Luncheon media event. Elder served away from civilization,” says Browning technical 1990s, PrimaLoft was subsequently tested by the with the 1st Battalion of the 75th Ranger apparel product manager Mark Francis. Special Forces, and its in-the-field performance, Regiment with Special Operations Command. He Giving customers what they want is always the under great duress, essentially gave it the bottled- then transitioned to a civilian program, where he key with soft goods, and with some of PrimaLoft’s in-bond approval that advanced it to larger con- spent 10 years developing equipment for the licensees, the relationship has lasted for more than sumer brands. During the last two years the com- Special Operations Forces. During this period, he two decades. “We feel it has the best performance of pany’s fibers have been adopted by the hunting led the team that developed the protective combat any synthetic insulation out there. Not only has industry’s most stellar brands, including Browning uniform, or “PCU,” the Special Operations cold- PrimaLoft had a great product since we first used it (Booth #12740), Sitka (Booth #10328), weather clothing system. in 1989, but they continue to evolve and create bet- UnderArmour (Booth #11044), and Rocky (Booth ter and better insulations for the market,” says Brent #11340), to name a few. These established Vane, L.L. Bean’s outerwear product developer. premium-clothing companies consider it the most Drying Out Creating more value through high-tech per- efficient value-added licensed insulation available. Elder explains how PrimaLoft won its place among formance is the cornerstone of motivation for a It’s able to meet unique design needs due to the Special Forces in the PCUs. “We found that a consumer to purchase a new product. And when reduced weight versus volume, warmth, and the lot of insulation performed poorly when wet or buyers walk through a retailer’s door with a crucial ability to perform when wet. damp, but PrimaLoft performed well and allowed strong desire to purchase a specific product, At the 2012 SHOT Show, the company featured the wearer to literally ‘cook dry.’” “Cooking dry” is everyone wins.

74 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

Anything Else? Anette Wachter: A store/ vendor-sponsored “trunk show” would be kind of cool. Advertise an event where women can come in and speak with, hopefully, women staff and vendors about products, and have literature on hand with advice for all types of gun ownership—sport, self- Most retailers defense, etc. report an Shelley Rae: Many women increase of new to the shooting sports female custom- feel more comfortable in a ers coming women-only environment. I think it helps them see they’re through their not alone. There are way more doors. They’re women out there shooting looking for cus- than a lot of people realize. I tomer service, think hosting the women’s- knowledgeable only events really helps peo- salespeople, and ple to see how many women respect as shoot- shooters are out there. ers. (You know... Britney Starr: I think just like men.) women-only events are a great way to facilitate and increase participation among women in the shooting sports. It tends to What Do Women Want? put women at ease as far as having a non-judgmental envi- They want to be treated like any other customer ronment in which to learn. Kirstie Pike: Women-only By Barbara Baird events would rock, especially if they serve Sasquatch meat he National Shooting Sports Foundation’s latest firearms retailer survey asked, “In your sticks and good white wine. opinion, has the number of female customers in your store increased, decreased, or T remained the same in 2011 over 2010?” Seventy-three percent of responding retailers said they had seen an increase. greeted when I come into the shop. Too many times have I walked into gun stores and been ignored, even if it’s slow.” That’s the Good with a service rifle, AR-15 in High tion and rating systems. With all of She likes the idea of more women News. Power RMC, Long Range Target the online ratings at our fingertips, behind the gun counter because she The bad news is retailers just aren’t competition with a .308 bolt action. businesses can’t afford a bad reputa- noticed that women preferred to talk doing a very good job connecting For an USPSA pistol and 3-Gun tion anymore. A store in North Seattle to other women about concealed- with women shooters. event, I shot a Tanfoglio Elite .40- shut down recently because they had carry options. “The firsthand per- I have visited a dozen gun stores in cal., an FN MK1 SLP shotgun, and a truly horrific service and their ratings spective is really helpful, and it gives the past year across the country and JP Enterprises SCR-11 in .223.” online were devastating.” customers a sense of camaraderie and have seen firsthand how poorly most She purchased the guns at the store understanding. Women know what retailers are handling this new mar- where she works, but she described women want,” she says. ket. For example, I recently spent the perfect gun store experience for Talk to Me Rae also said she would appreciate time with my sister, a new gun owner, her: “If I know exactly what I want to Shelley Rae, editor of Western recommendations for accessories, but as she attempted to find a concealed- buy, then I want to be able to fill out Shooting Journal, also hails from no pressure. Done the right way, this carry handgun. Overall, most retailers the FFL paperwork online from Seattle. Rae has been shooting skeet could bring her back to the store. wouldn’t even rate a passing grade. home and then just go in and pick it and practical pistol for six years; she “I’m big on brand loyalty. I’ll happily I’m not the only woman shooter up. That is almost available now. If even worked at the gun store with pay higher prices for better service.” who feels this way. Upon checking I’m just browsing and not sure of my Wachter for two years. She cautioned gun store owners with a few other women in the purchase, then please bear with me, “My primary concern is being who are riding that pink wave, think- industry, it appears that visiting a gun as I want to touch and feel the prod- treated with respect and in a friendly ing that now they have the perfect store can be a hit-or-miss experience. uct. And don’t roll your eyes when I manner,” she says. “I have a high option for the “little lady.” Below is a summary of their criti- have lots of questions you may think standard for customer service. I “We don’t all want the same thing,” cisms, along with some suggestions are stupid.” expect the salesperson I’m working she says. “There are a lot of assump- on how to improve the experience She thinks that perhaps a first-timer with to be able to answer questions tions that gun shop owners and for women shooters. might prefer a woman salesclerk, but should I have them, but not be con- employees make about women gun as long as the associate is professional descending.” buyers: we want pink guns, or small and courteous (and doesn’t roll their Rae’s big issue is with how a coun- guns, or to carry in a certain fashion. No Eye-Rolling eyes), she’s cool with whomever helps. ter person interacts with a woman The truth is we each have our own Anette Wachter, a gun blogger who As an employee of a gun store, she customer. “It’s important to me that individual tastes, and trying to make goes by the handle “30 Cal Gal,” says, “I think gun store businesses are the salesperson address me. It’s very generalizations about what we need works in a Seattle gun store and catching on to customer service. The degrading to go in with a male friend isn’t going to go nearly as far as treat- designs ammunition-inspired jewelry gun industry is growing new shooters and have the person I want to pur- ing us with respect and as individuals on Etsy. She is also a competitive daily—especially women shooters. We chase from talk to them and not me. who are looking for something spe- shooter who told me, “I compete are also a society of instant gratifica- I also have a pet peeve about being cific that fits our lifestyle.”

76 ■ Shot Business Daily ■ day 2, January 16, 2013 feature

R-E-S-P-E-C-T a professional hunter. She shoots During the process of filling out guns to ‘look the part,’ and if they do, Kirstie Pike, CEO of Próis Hunting handgun, rifle, and shotgun. paperwork, one of the men asked if I I’m definitely not one of them.” and Field Apparel for Women, lives She described a recent purchase in was ‘actually going to use the gun for Other than pulling the salesman’s in western Colorado. An avid hunter her own, small-town gun store. “I was hunting.’ I looked at him and said, foot out of his mouth, how would who owns a .30/06 as well as a 9mm planning on turkey hunting and ‘What do you think I’m going to do she improve that last situation? Behr, she is currently shopping for a already knew which gun I wanted, but with it?’ To which he answered, ‘Well, “I think the perfect scenario, for new shotgun. She told me that when just needed to go in and complete the some writers just want to look the me, would be going in to a store and she goes to a gun store, she wants transaction. Mind you, the people at part. And you’re a girl, so...’ I’m not feeling comfortable with the people “someone who is knowledgeable the gun store know who I am and that sure how many outdoors writers behind the counter. I don’t want to be about the different needs that women I am involved in the outdoor industry. spend hundreds of dollars buying stared at or made to feel like an alien have, such as hand size, strength, because I’m a woman who hunts and length of arm, and recoil.” shoots. I would like to go into the It doesn’t matter whether that store, be greeted by someone someone is male or female, as long as promptly, and have my questions that sales associate realizes the cus- answered in a non-judgmental and tomer they’re talking to will be pur- non-condescending way.” chasing the gun for her personal use. Starr’s advice for selling to a woman “Once, in a sporting goods store, should be SOP for all gun stores. an employee assumed I was there for “Don’t assume anything about a Steve [her husband]. He made me woman who walks into your store,” feel ridiculous, so I left. Physical dif- she says. “There are a lot of us who ferences do matter, but aside from are proficient shooters and hunters. that, sales reps need to understand We really just want to be treated the that many women are quite knowl- same way as everyone else, and our edgeable about firearms and should Numbers Support Growth gender should not be a factor in the be treated respectfully.” kind of service we receive. If I need of Women in Shooting something, I’m not going to be afraid According to the latest National Sporting Goods Association Annual to ask. But you shouldn’t assume that Foot In Mouth Sports Participation Reports, women are shooting and hunting a lot I don’t know anything about guns Britney Starr resides in Michigan more. The next update is due July 2013. because I have one question, nor when she’s not guiding clients in her should you provide me with unneces- business, Starr & Bodill African Female Participation in Female Participation sary information or ‘baby’ me after I Safaris. She is on the editorial staff of Target Shooting in Hunting ask you something. The ‘Good Ol’ Women’s Outdoor News and on Próis’s 2001 = 3,340,000 2001 = 1,804,000 Boys Club’ is on its way out, and field staff. Starr has been shooting 2011 = 5,060,000 2011 = 2,558,000 there are many of us who won’t stand almost all her life, thanks to her dad, 51.5% increase 41.8% increase for condescending behavior or poor who is a business partner with her and treatment anymore.” feature

cast aluminum firebox and lid. “Unlike traditional camp stoves that Fire, Cooking, Comfort are at the mercy of wind and are hard to light and keep lit, the Zippo Best known for its iconic lighter, Zippo also makes Windproof Stove takes weather out of the equation,” he says. “The stove products for the camping outdoorsman By Slaton L. White relies on dual burners that immediately light without matches and stay lit, n a world full of disposable commodities, few products are built Woodsman, Campfire Carrier, and even on the windiest days, thanks to to last a lifetime. The famous Zippo lighter, however, with its Rugged Lantern. Zippo’s proprietary 3-2-3 chimney Iiconic rectangular shape, hinged cover, and windproof chimney, “The products are engineered for technology. It’s the same windproof has, since its inception 80 years ago by Pennsylvania businessman everyday use and will withstand the protection found in our pocket light- George D. Blaisdell, been built to last at least one lifetime— toughest of conditions,” says Zippo ers; the stainless-steel chimney pro- often being passed from one generation to the next. Millions of outdoor manager Chris Funk. tects the burners from wind, but still American outdoorsmen know, and treasure, its value, just as many “They’re grouped by three camping lets air through to feed the flame.” also have depended on its larger cousin, the Zippo handwarmer, to essentials—fire, cooking, and SRP: $249.95. stay a bit more comfortable while deer hunting or waterfowling. comfort—each of which drives and In the fire category, Funk high- shapes Zippo’s strategy for product lights the 4-in-1 Woodsman tool. development.” “The Woodsman’s chameleon-like Clearly, this is a manufacturer that to showcase six new additions to its Funk says one of the reasons Zippo functionalities are due in no small understands the passion Americans line of camping equipment. The new developed these products was that it part to its ergonomic design,” he have for the outdoors, which is why products are the Windproof Stove, saw a big gap in the market between says. “It can chop, saw, hammer, and Zippo is using the 2013 SHOT Show All-Terrain Grill, Utensil Tree, 4-in-1 what consumers expect camping gear pull stakes. The 15-inch blade, which to do and what it actually does in the is held tight by a locking cam and Independent legs field, where it counts. tension compensator, can saw wood and rubber feet “With this in mind, we felt com- up to 4 inches in diameter, and when help set the pelled to leverage our rugged and not in use, can be safely stored with- Zippo Windproof dependable heritage to build a better in the handle. Remove the hatchet Stove apart from class of outdoor products,” he says. safety sheath, which also doubles as a the competition “Our Zippo Outdoor line is held to a hand grip for the saw, and you’ll see by enabling the higher standard, so that we can give a 5-inch blade that makes chopping camp chef to consumers the ability to enjoy the out- wood a breeze. Spin the Woodsman cook on a level doors rather than worry about whether around to leverage the integrated surface, even on or not their equipment can handle it.” mallet and stake puller to help set up uneven ground. As an example of what he’s talking camp or break it down quickly.” SRP: about in the cooking category, he cites $79.95. Booth #13905. (814-368- the Windproof Stove, which utilizes a 2700; zippooutdoor.com) feature Bull by the Horns Mark Kresser brings a course correction to Taurus By Robert F. Staeger ’m embarrassed to tell you, but I’m not packing a flashlight today,” says Mark Kresser, president and CEO of Taurus International. “And I’m not packing a spare magazine. I am Icarrying two guns, but I don’t have a spare magazine. It’s not practical for my lifestyle.”

Kresser doesn’t sweat the flashlight, personnel, and Taurus’s pro athlete the user to some industry partners, or any other tactical—or tacti-cool— spokespeople, such as Jessie Duff. and information about state laws and gear you could be carrying. But if “Some parts of our industry can be places to shoot. you’re licensed for concealed carry, he intimidating,” says Kresser. “We’re The url, carryonmovement.com, is wants to see you carrying a handgun. not going to be intimidating to any- not part of the taurususa.com url for a It’s not just a right, he insists, but a body. We’re going to focus on our reason. “If somebody from Galco responsibility. customer.” steps up and says, ‘I’ve got a great “A lot of people talk about it, and To that end, Taurus recently guide on how to pick an appropriate Taurus has realized that in order to they have good intentions, but they launched its social media presence, a holster,’ that needs to be part of the make concealed carry more common, don’t do it,” he says. “It’s an inconve- full, open exchange on Facebook and Carry On movement,” says Kresser. it must also be more convenient. nience, it’s a hassle. They took the Twitter. “The more we can effectively The website will provide links to state class, they got fingerprinted, and they give customers a way to talk to us, the firearms organizations and the like; $199 to $499, for the feature-laden feel good that they have that card. But better we can show how committed the goal is to be a clearinghouse of PT1911. “It’s going to put a 1911 in that card doesn’t save lives. It’s our job we are to making them happy,” he information. the hands of people who’ve been say- to make carrying more comfortable, says. “The goal is world-class custom- “We’re trying to take concealed ing for years, ‘I want that gun, but I because right now it’s not comfort- er service. Anyone who’s had an expe- carry to the next level. We are can’t afford it,’” says Kresser. able, and it’s not practical.” rience before and then calls back for encouraging people who are licensed, In conjunction with this effort is the Part of that effort has manifested as another experience, it’ll feel like vetted, and fully capable that it goes launch of Taurus’ new sales incentive the Carry On move- they’re calling a dif- beyond your right; it’s your responsi- program. “I’ve seen a lot of great sales ment, a website hub ferent company.” bility,” says Kresser. “You’re not just programs, and I’ve seen some pro- directing people to From the outside, protecting yourself, but you’re programs that were absolutely horren- shooting and con- Taurus certainly looks tecting your family, you’re protecting dous,” says Rothenberg, who has 15 cealed-carry informa- different. The compa- your coworker, you’re protecting your years of industry sales experience, tion. But Kresser’s heavy lifting began ny has released an ad for the first time neighbor, and you may be protecting most recently at Murski-Breeding. “I at Taurus itself when he took the reins in more than a year, narrated by a perfect stranger. We know what it think I know what to stay away from, in 2011. Kresser himself. Many images in the takes to carry a concealed gun every and I know what works. We’re com- “It was time for a refresh of the video are suffused with light; it’s wel- single day here, because we do it.” ing to the market with a spiff program brand, and it was time for a little bit coming and, yes, approachable. Realistic carry options are what’s to get the guys behind the counter of a different direction,” says Kresser. “Part of our challenge is to build driving Taurus’ line at the moment. refocused on selling Taurus product. “The company had gone through creative that’s going to set us apart Women shooters, in particular, are Every time they sell a Taurus gun, some phenomenal growth over the from everyone else that’s out there,” considered in every step of develop- they’re going to qualify for a hat, past decade, and it was time to reset a Kresser says. “It’s not dark, it’s not ment. There’s a mannequin in the T-shirt, or even a free gun.” few things.” scary. It’s not the scared woman walk- conference room the team has named Taurus hasn’t had a counter incen- That “reset” included a massive ing through the parking lot at night.” Molly; she wears skinny jeans and a tive for a while, but other companies’ company restructuring. Among other Instead, the ad shows a woman nice top. “Almost every meeting we success has prompted the company to functions, Kresser brought legal and tucking a small gun in the waistband turn around and look back at Molly, reenter that arena—and hopefully marketing in-house, and he tripled of her jeans before taking her young and say, ‘How are we going to get reinvent the game. “We’re hoping the size of the customer service son on a walk in the afternoon sun. Molly to carry every day?’” that our program is going to be more department. “We’ve done some exten- “The visuals in the ads are meant to generous and even easier to use,” says sive remodeling. It gives us a sharp be different,” says Kresser. “You’ll see Rothenberg. The plan is to accept focus, and kind of a new beginning.” pops of orange and lime green—out- Energizing Sales online proof of sale, to make register- Employees have been given new doors, very bright and colorful. Our One of the newest additions to the ing as easy as uploading a photo from beginnings as well. Kresser evaluated goal is to make people stop and look, reenergized Taurus is sales director a smartphone. “We’re exploring a every employee’s skill set to see where simply because it is so different than Scott Rothenberg, who joined the couple of ideas on how to do verifica- they’d best fit in the new organiza- everything that’s out there right now. company in October. Rothenberg tions without truly seeing a 4473. tion. Robert Crescenzi, for example, “We want to make sure we don’t spent his first months traveling the We’re rethinking everything.” is a font of product knowledge, having alienate our existing customer, but we country, talking to retailers and dis- “We want to make it the easiest been with the company for a dozen also want to appeal to the new cus- tributors about Taurus’ new sales pro- program in the industry,” says years. Kresser moved him from customer,” says Kresser. Again, it comes grams, and particularly its new price Rothenberg. “That’s what’s going to tomer service to be the product mar- down to approachability. “Going into points…and if Kresser’s watchword is help us sell more product.” He plans keting manager, where he ensures that a gun store, or searching for informa- approachable, Rothenberg’s is affordable. about 100 in-store promotions for the specs in the company’s marketing tion on firearms for the first time, is “We are going to hit hard on the 2013, complete with co-op advertis- materials are on target. “We didn’t akin to going to a gym for the first affordability scale with the extension ing, branded swag, and a free gun slash and burn here,” says Kresser. time if you’re out of shape. It’s intimi- of our FS line,” says Kresser. “We lis- giveaway to help promote the prod- “We reshuffled the decks, and it’s dating.” Even online, it can be daunt- tened to what our customers said, and ucts. Rothenberg will attend as many really paid dividends.” ing to look into firearms. “Some they want affordability.” as he can; don’t be surprised to see things that pop up are not necessarily The FS line takes a back-to-basics Kresser at some as well. warm and inviting, and we want to approach to Taurus’ handguns mod- That enthusiasm is apparent in the The Approachable invite people into our industry. We els, offering the gun and nothing but entire staff, and promises big things Approach want to make it feel comfortable so the gun. While other lines offer a spe- for the future. “We are the most ener- “My challenge to everybody in this that people can open up their minds cial case and an extra magazine, the getic, approachable, fired-up group of organization is that we will be the and learn a little more, and really FS line strips away those extras, and firearms managers and management most approachable firearms company understand what it’s all about.” their attendant costs. And for 2013, team you’ll ever find,” says Kresser. “I in the world,” says Kresser. That The Carry On movement provides Taurus has expanded the line to a guarantee it.” Booth #14140. (305- extends to sales reps, customer service some tools to do that—connecting variety of new models, priced between 624-1115; taurususa.com)

82 ■ Shot Business Daily ■ day 2, January 16, 2013 feature Maximum Performance Winchester Ammo aims to put retailers in hog heaven By Slaton L. White

ast year, Winchester Ammo introduced Razorback XT, a new product engi- Available in 64-grain .223 Rem. and 150-grain neered for maximum performance on tough wild hogs. Designed for delayed .308 (to take advantage of hog hunters who prefer L expansion, it incorporated a beveled profile to compress the hollowpoint cavity the modern sporting rifle platform), the manufac- and strengthen expanded segments. The lead-free bullet was made of solid gilding turer expected the new load to do well, but it did metal, and also featured a nickel-plated case for smooth functioning. more than that. “We hit a home run,” says centerfire product manager Mike Stock. “We tripled our original sales estimates.” Razorback XT Stock says the success of Razorback was due to has been a two factors: First, the product obviously appeals to resounding an underserved market; second, after the initial success for new-product announcement, Winchester moved Winchester, and quickly to get the ammo into the hands of retail- a popular new ers—and hunters. load for hog To build on that success, for 2013 the company hunters. To cele- is expanding the line and will introduce four new brate, Winchester versions: 225-grain .44 Rem. Mag., 180-grain is bringing bolt- .30/06, 130-grain .270, and 123-grain 7.62x39mm. action rifles and “This is a great segment to be in,” Stock says. big-bore pistols “Everyone can afford to do it, and these days you into the game, can’t spit without hitting a hog. The new products with new loads in now bring the Razorback XT line to bolt-action 225-grain .44 rifle hunters as well as those who like to hunt hogs Rem. Mag., 180- with big-bore pistols.” grain .30/06, As for product availability, Winchester will 130-grain .270, again emphasize speed. “We’re going to deliver and 123-grain product early,” he says. “Last year we got it out 7.62x39mm. in the first quarter, and we’ll do the same this year. Hog hunting is a year-round activity, and this ammo will give a retailer multiple turns throughout the year.” The manufacturer has also watched the phenomenal growth of predator and varmint hunting, which continues to grow by leaps and bounds. “A recent survey by U.S. Fish and Wildlife Service indicates that predator and varmint hunting participation has doubled, from 8 percent to 16 percent of all hunters, during the past 10 years,” Stock says. “In fact, varmint and predator hunters are the only group to show significant growth over the last decade.” Given the cost of a deer lease, and the dismal state of the overall economy, it should come as no surprise that many shooters—especially those in their late teens and early 20s, who have less disposable income—are looking for more affordable hunting opportunities. “Varmint and predator hunting doesn’t compete with deer season,” Stock says, “and many states are now actively encouraging hunters to harvest coy- otes because they are just devastating populations of such key game as deer and turkeys.” To serve this fast-growing market, Winchester Ammo is introducing Varmint X. It will be available in 32-grain .204 Ruger, 40-grain .223 Rem., 55-grain .223 Rem., 55-grain .22/250 Rem., and 58-grain .243 Win. All rounds feature a brass case and a non-coated polymer-tipped charcoal-gray bullet. Given the price sensitivity of the target audience, Winchester will market the new ammo in its mid-priced “Gray Tier” packaging in a 20-round box. “We’ve done everything possible to keep the cost low so it will be very affordable at retail,” he says. He also emphasizes the benefit to retailers of having another year-round product, especially one that appeals to younger hunters. The packaging, Stock says, should really appeal to the younger crowd. “It practically screams ‘predator,’ and features a big, gnarly coyote on the box.” Booth #13129. (618-258-2000; winchester.com) news

Magellan is introducing a new outdoor GPS Mossy Oak Rolls Out that’s designed specifically for hunters—the New Waterfowl Camo Building on a history of such leading-edge waterfowl patterns as eXplorist 350H. Bottomland, Shadow Grass, and Duck Blind, Mossy Oak Brand The eXplorist Camo is using the 2013 SHOT Show to introduce its latest pattern, line features Shadow Grass Blades. “As waterfowl hunting has continued to easy-to-use evolve, with more grass and field-edge duck holes being utilized, menus, sunlight- we decided the missing link was a pure readable screens, grass pattern,” says Larry Moore, director of and a long research and development. “Our field battery life. research of waterfowl environments revealed grasses with varying color, position, and condition. Each blade was unique Magellan Zeroes In in itself.” Shadow Grass Blades features a precise arrangement of individual blades of On GPS for Hunters grass—be it windblown, broken, or bent— ot everyone is born with a scout satellite-imagery, and the ability onto a background of thatch consisting of natural sense of direction, and to define hunting geofences to ensure lesser or dead grasses to create what N Magellan, a manufacturer of that the hunter stays off of private Moore calls “the perfect pure grass pat- portable navigation systems, knows lands and within the desired public tern.” Carefully placed shadows from the main grass arranged atop this more than most. That’s why it is hunting range.” the thatch, which incorporates light to dark spots as seen in introducing a new outdoor GPS—the The 350H is the latest from nature, creates depth that gives Shadow Grass Blades a realistic eXplorist 350H—specifically designed Magellan’s eXplorist line of advanced, 3D appearance and a superior ability to break up a hunter’s outline. for hunters. rugged, and waterproof handheld “With more than 25 years in pattern development, we’re never “We believe the eXplorist 350H GPS units designed for everyone satisfied with ‘good enough,’ and that drive has resulted in the will be the go-to navigational tool for from the novice geocacher to the seri- development of what we consider to be the single most effective the modern hunter,” says Warren ous outdoorsman. The line features waterfowl pattern ever introduced,” says Chris Paradise, senior vice Hewerdine, senior director of mar- easy-to-use menus, sunlight-readable president and chief sales officer. “Mossy Oak has always focused keting for Magellan. “It contains screens, and a long battery life. The heavily on the needs of the waterfowler, because just about all of us detailed maps with the latest game eXplorist 350H also features a camo here love waterfowl hunting ourselves. We believe Shadow Grass management unit-boundary informa- exterior and 1:24K resolution base Blades is the waterfowl pattern you’ve been waiting for.” Shadow tion, as well as trail-cam manage- maps. Booth #3857. (408-615-5100; Grass will be available this fall. Booth #11035. (mossyoak.com) ment, waypoint marking, virtual- magellangps.com) —Peter Sucui

The revolution NEW! in rangefinding is here. The Geovid HD-B.

It's more than just the next generation of the pioneering Leica Geovid laser rangefinding binocular. The revolutionary Geovid HD-B establishes an entirely new benchmark for on-board ballistics information, including the ability to program and save customized ballistics data for individual firearm and ammo combinations. Plus the Geovid HD-B delivers a longer rangefinding capability and the optical performance that made Geovid legendary.

___ 12 pre-programmed ballistics curves ___ microSD card slot for personalized ballistics data ___ accurate rangeﬁnding to 2,000 yards ___ all-new Perger Porro optics system

Leica Camera, Inc. / 1 Pearl Court, Unit A See it for yourself at Leica booth 1404 Allendale, NJ 07401

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POWERFUL. DEPENDABLE. PRECISE. Otis Technology Booth Hosts Stars & Stripes Foundation

Otis Technology is hosting members of the Stars & Stripes Foundation at its booth, and the manufacturer is encouraging attendees to stop by during SHOT Show to meet these decorated veterans. The Stars & Stripes Foundation is an organization that strives to provide assistance to wounded troops and their families. It is composed entirely of vol- unteers; no one takes a paycheck. “This is the fourth year we’ve been honored to host the Stars & Stripes Foundation in our booth at SHOT Show,” says Brad McIntyre, Otis Technology’s director of international and governmental sales. “The organization supports our wounded military servicemen and -women, and Otis is proud What’s your grade? to support this cause.” Foundation board members Mark and Lisa Christianson will be joined at the Otis HUNTING GRADE SAFARI GRADE VARMINT GRADE booth by foundation friends Chuck Mawhinney, Jon Cavaiani, Dick Marcinko, and Gary O’Neal. TACTICAL GRADE BEAR GRADE COWBOY GRADE Chuck Mawhinney is a USMC Vietnam veteran scout-sniper. He joined the Marine DEFENSE GRADE MATCH GRADE RANGE GRADE Corps in 1967 and was credited with 103 confirmed kills during his 13-month tour in Vietnam. Sergeant Major (Ret.) Jon Cavaiani was a POW for 23 months in North Vietnam. Prior to his retirement in 1996, Cavaiani was For high profits, increased sales and unmatched accuracy shooters can awarded the Army Medal of Honor, Legion depend on, load up on ProGrade’s premium quality, hand-loaded pistol, of Valor, Legion of Merit, Bronze Star, and Purple Heart with Oak Leaf Clusters. rifle and rimfire ammunition. With more than 250 variations in the full line-up, Retired Navy SEAL commander and Vietnam veteran Dick Marcinko served two ProGrade Ammunition has a specialty grade of ammo crafted specifically tours in Vietnam. His awards include the Silver Star, Bronze Star with Combat V, for shooters of every caliber from hunters to law enforcement officials Navy Commendation, and the Vietnamese to competitive shooters — and every sportsman in between. And we Cross of Gallantry with Silver Star. Marcinko was the commanding officer of SEAL Team make selecting the right grade easy for customers, with bold, color-coded Two in 1975, and was the creator and commander of SEAL Team Six. Chief Warrant packaging that pops — and flies — right off the shelf. Officer (Ret.) Gary O’Neal served more than 40 years with the U.S. Army Rangers and Special Forces. He was one of the earliest men on the DOD’s first anti-terrorist team Call Today — for all your profit making details! and shared his experience in the creation and training of the first Special Operations teams. O’Neal’s awards and decorations include the Silver and Bronze Stars; he was inducted in the Army Ranger Hall of Fame 435-865-5995 • 3616 Eastside Highway, Stevensville, MT 59870 in 2010. Booth #14213. (800-684-6486; otistec.com) WWW.PROGRADEAMMO.COM

BC_010126_SBDD113P.indd 1 12/13/12 3:53 PM news

Leica’s Game- ® Changer s laser rangefinding optics evolve, the stakes get higher with each new iteration. A Leica, which is introducing the Geovid HD-B at the 2013 SHOT Show, believes its latest version affirms its status as a category innovator. “We believe this to be a game-changer,” says Terry Moore, vice president of Leica Sports Optics. “When you hold it in your hands, you know you’ve got something special.” Indeed, what you first notice is its unusual profile, but this so-easy-on-the-hands feel will make for far more comfortable viewing, particularly for any hunter who spends hours scanning for big game. But Moore really wants a user to focus on the newly developed ballistic function ABC (Advanced Ballistic Compensation) system, which provides the proper aim point. He says the Geovid HD-B’s integrated ballistic processor instantly gathers and analyzes the ballistic information with one touch of a button, giving accurate information for the correct hold over, turret adjustment, or drop-down reticle aiming point. When calculating the trajec- tory, distance to the target and angle are taken into Competitor Carson® account. But the Geovid HD-B also factors in temperature and air pressure as well. Like some competitive models, the Geovid is programmed to use 12 ballistic curves, represent- ing most of the trajectories of modern hunting cartridges. In addition, an integrated microSD card slot, located inside the battery housing, allows the hunter to program and save personal ballistic data for his or her cartridge/rifle combination. “This revolutionary option allows the hunter to input ballistic data based on his cartridge and rifle,” says Moore. “Different ballistic information data sets can be saved on separate microSD cards for multiple-cartridge rifle use.” Moore also says the ballistic system ABC allows for relevant data to be accessed for various types of hunting and shooting in three ways: “First, hunters using a classical reticle in their riflescope will see, in addition to the measured distance, the holdover in inches or centimeters. Second, for • 12mm tip • 14mm tip hunters who use ballistic reticles, there is information available to display the equivalent horizontal • 20mm curvative radius • 33mm curvative radius range. Third, hunters who use the calibrations on the fast reticle-adjustment system for impact-point correction can receive holdover in ¼ MOA, so • Wears unevenly at edges • Wears evenly, cleans better they know how many clicks are necessary.” The Geovid HD-B will be available this spring in two models—an 8x42 ($2,945) and a 10x42 ($2,995). Booth #1405. (800-222-0118; leica-sportsoptics .com) —Slaton L. White 36% MORE SURFACE AREA FOR TWICE AS MANY CLEANINGS

SHOT SHOW Leica’s new Geovid HD-B laser rangefinding binoc- 1-800-967-84271.800.967.8427 | www.carsonoptical.com BOOTH 810 ular, which ships to retailers this spring, will be available in 8x42 and 10x42 configurations. U.S. WWW.CARSONOPTICAL.COMand Foreign Patents Pending US Patents Pending

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Traditions’ Formula for Success he Field & Stream Best of the Best award is one of the most T prestigious seals of approval in Traditions’ muzzleloaders have the hunting, fishing, and outdoors won three consecutive Field & industry. Winning this award even Stream Best of the Best awards once makes a strong statement about a for their accuracy and reach. company’s commitment to quality. But winning it three times in a row? Well, that says something else entirely. that was lighter and more balanced. In majority of customers’ wishes by and CeraKote finish on the barrel— When its new Vortex Ultralight short, they wanted it all. developing a Chromoly steel barrel. the two features that consistently rose LDR was named the Best of Best At that point, many companies “Using this barrel makes the muz- to the top of every review were dis- Muzzleloader in 2012, it marked the would have rolled their eyes and start- zleloader significantly lighter,” Hall tance and accuracy. third successive year that Traditions ed humming the Rolling Stones classic says. “It also gives it a better center of “Those were the two elements that Performance Firearms had been so “You Can’t Always Get What You balance so you can hold it easier and we heard over and over from our cus- honored. People around the industry Want.” Traditions, however, did the longer, which helps gives you better tomers,” Hall says. “That’s what began asking what, exactly, Traditions opposite. “Once we found out what it distance and more accuracy when makes it easier for that guy who picks was doing to set themselves apart. was the customer wanted, we went to you’re hunting.” up a muzzleloader for the first time to Tom Hall, president of Traditions, work to find new and better ways to It was those two features that Hall be successful. It’s also what leads to his said that they began developing their give it to them,” Hall says. says they wanted to make sure their ability to take game more humanely, formula for success about five years With the wish list their customers firearms become known for. “We want and that’s something we all want.” ago. “We went out and we started ask- had outlined, that was no easy task. To our muzzleloaders to be as accurate as Hall says that while they are ing our retailers and our consumers accomplish it, Traditions devoted sig- possible and be able to shoot at longer extremely honored to have received what it was they wanted in a muzzle- nificant resources to R&D. “Right distances more effectively,” he says. the three awards, Traditions has no loader,” Hall says. “And then we lis- now, we have the biggest research- “That’s what’s driving us.” intentions of resting on their laurels. tened to what they had to say.” and-development team we’ve ever Judging by the trifecta of Best of the “We’re going to keep moving for- The message wasn’t necessarily had, and it is continuing to grow,” Best awards, Traditions has accom- ward,” he says. “We’re always going to encouraging. People wanted a muzzle- Hall says. “It’s definitely a major part plished that goal. Although each keep looking for better ways to do it.” loader that could shoot farther and of what we do here.” review applauded several aspects of the And the rest of us will continue to more accurately. They wanted a muz- It was a risky investment, but one Traditions muzzleloader that was test- enjoy the results. Booth #16532. zleloader that was easier to clean and that paid off when the R&D team dis- ed that year—from its ease of loading (860-388-4656; traditionsfirearms load. They wanted a muzzleloader covered that it could address the vast and cleaning to the crisp trigger pull .com) —Christopher Cogley

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SHOT Show University, the day-long educational program that took place Monday before the show Shot Show U: floor opened, continued its 13-year tradition of educating retailers. This year the key topics included customer service, marketing, social media, and A Day for Learning issues with ATF compliance. The pre-show seminar program earns straight A’s als. He brought the audience up to speed on the 12 key components that should be present in any he 13th annual SHOT Show University was another great success, with a effective marketing piece. packed house of 300 firearms retailers. “Every year, SSU gets bigger and better, “While all 12 don’t have to be present in a T and the feedback from the attendees is always positive,” said Randy Clark, man- marketing piece, you omit them at great peril,” aging director of business development for the National Shooting Sports Foundation. he said. “The key is to know which ones don’t have to be present based on what you are trying to accomplish.” “This year we focused our efforts on customer tions about the ATF and compliance.” Other session leaders of SSU included Robert service, business operations, and social media. In After a keynote presentation by Smith & Phibbs, the “Retail Doctor,” who covered how not addition, we offered an open-microphone forum Wesson president James Debney, Ron Rosenberg, to be a showroom for Amazon and other Internet- exchange for the retailers to visit with our president of QualityTalk, Inc., outlined how to based sites, and the importance of presentation in esteemed consulting staff to cover in-depth ques- create “outrageously effective” marketing materi- the sales process. “Salespeople need to be proactive and pay attention to their customers, knowing that any one of them with a smartphone can buy the product somewhere else anytime,” he advised. “It is about presentation, and the fact that price doesn’t Details That Matter make something a good value—people do.” SSU veteran William Kendy (who is also a con- #18: BRANDED COMPONENTS tributing editor to SHOT Business) presented his “Selling the New Customer” program, in which Take Primaloft® insulation and patented lasted GORE-TEX® he outlined the selling process and tactics needed construction for waterproof / breathable comfort with fewer to work with customers who are not only new to hot spots and blisters. Then add VIBRAM® outsoles with a store but also new to the shooting-sports indus- shock absorbing PU midsoles that perform better and longer try. “Newbies to your store are one thing, but than the cheaper alternatives. That’s the LOWA Hunter newbies to your store and the industry need to be GTX® Evo Extreme– the new standard for cold weather, handled with more patience than returning cus- big mountain hunting boots. tomers.” Kendy said retailers need to spend time building rapport with this new customer before they can begin the actual selling process. It’s more work, but in the long run it’s worth it. “We presented how to get your customers running to you, not away from you,” said Nancy NEW Hunter GTX® Evo Extreme Friedman, the “Telephone Doctor.” “We showed them how to navigate and capture the call so the caller gets the information they need.” “My goal was to show retailers how to utilize the tool set of social media and accomplish a greater marketing effect,” said Brian Sykes, partner of Adjourney Design With Direction. “Social media is like having an extended showroom.”

“This year we focused our efforts on customer service, Handcrafted in Europe business operations, Visit us at SHOT Show Booth #10232 to learn more about LOWA Hunting, Service and Work Boots. and social media.” www.lowaboots.com

© 2013 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. 90 ■ Shot Business Daily ■ day, January XX, 2013

BC_009644_SBDD113P.indd 1 12/6/12 10:30 AM news

Four Olympians made Hancock’s mind. Mired in a shooting drought and the USA Shooting devoid of desire, Hancock contemplated retirement. Athlete of the Year It’s good for the sport that his wife, Rebekah, even- team. Left to right: Kim tually got him refocused. He’s now as good as he’s Rhode, Vince Hanback, ever been, as evidenced by his 2012 performance, Matt Emmons, and which saw him win his second straight Olympic Jamie Gray. The other gold medal. With his drive and competitive desire two Athletes of the Year restored, the world’s best skeet shooters might be are Emil Milev and Josh lining up behind him for a long time to come. Olson (not pictured). Elsewhere in 2012, Hancock earned a fourth- place finish at the ISSF London World Cup, and then earned a silver medal at the World Cup Finals following the Olympic Games. Domestically, Hancock proved unbeatable this past year, winning the Olympic Team Trials by nine targets and winning the National Championships by four shots. In addition, his strides in establishing the Hancock Shooting Academy with his father, Craig, will leav- ing a lasting legacy in the sport as he trains and mentors the new generation of shooters. Hancock—the 11th Olympic shooter to finish first in consecutive shooting events and just the first to do so in skeet—shot a 148/150 for a two- clay advantage. He set an Olympic record in quali- fying with a score of 123. “When he steps out on the field, it’s hard to beat USA Shooting the man,” says Graves. “He’s confident, and that’s what it takes.” “Last year was an amazing comeback year for Recognizes Sport’s Best me,” says Hancock. “It took a lot of hard work and he 2012 USA Shooting Athletes of the Year third Olympic gold medal is the most by a female a lot of prayer, but I was able to get back to where are Kim Rhode, Vincent Hancock, Emil shooter; she also has a silver and a bronze to com- I know I belong. Shooting is my passion, and God T Milev, Jamie Gray, Matt Emmons, and Josh plete the set. By competing in the Women’s Trap has given me the opportunity to do so much more Olson. “Four Olympic medalists highlight USA event in London, where she finished ninth, Rhode than just win medals. Moving forward, I want to Shooting’s top athletes for 2012,” says Robert also became the first shooter to compete in all help people understand what this sport has given Mitchell, USA Shooting CEO. “The six who are three shotgun events (trap, double trap, and skeet). me and what it can do for them as well.” Booth our Athletes of the Year are being recognized not Two years ago, pursuit of gold was furthest from #L332. (719-866-4670; usashooting.com) only for their shooting prowess, but for their char- acter and unparalleled representation of the shooting sports industry as a whole.” In a sport where athletes distinguish themselves by the slimmest of margins, performances like those by Rhode and Hancock radiate beyond comparison. “These skeet perfectionists scaled new Details That Matter heights with their dominating performances,” Mitchell says. “Their history-making accomplish- #7: RAPPELLING ARCH ments are a testament to the will, resolve, and ® dedication they each have for their craft.” We took our patented MONOWRAP construction and beefed it Rhode—who now owns a U.S. Olympic record up with a medial sole wrap to protect against rope abrasion on of five medals in five consecutive Olympic rappels. We also toughened up the MONOWRAP® design with a Games—is the transcendent star who can appeal to heavy duty frame, then added a full length nylon stabilizer and the masses that the sport has longed for. All the an aggressive rubber outsole for extra stability and protection accolades, medals, and awards pale in comparison underfoot. The result is the new Zyklone GTX® Hi, a technical to the attention she garners for a sport desperate high performance for today’s demanding new conditions. for greater acceptance and understanding. “After 20-plus years of competing, it is still an honor to represent our country,” says Rhode. “I realized a long time ago that without the help of my family, friends, sponsors, and everyone at USA NEW Zyklone GTX® Hi Shooting, I would surely not have this honor of [also available in Desert] Athlete of the Year. These people make this possible, and I share this honor with all of them.” Rhode shot a perfect 75/75 in women’s skeet qualification—a new world record—at the 2012 ISSF World Cup. She followed that with a third- place finish at the London World Cup and a fourth-place finish in Lonato prior to making history at the Olympic Games. In what coach Todd Graves later described as “auto-pilot,” Rhode won her fifth Olympic medal in convincing fashion by shooting 99/100 and best- ing the field by eight targets—an achievement almost unheard of in this sport of precision, considering the Olympic record was previously 93. With her fifth Olympic medal, Rhode became the first U.S. athlete to win an individual medal in five Handcrafted in Europe consecutive Olympic Games, moving ahead of such Visit us at SHOT Show Booth #10232 to learn more about LOWA Hunting, Service and Work Boots. big names as Carl Lewis and Al Oerter. Rhode’s www.lowaboots.com

BC_009803_SBDD113P.indd 1 12/13/12 11:25 AM news Shine On Brite-Strike explores the frontiers of LEDs By Robert F. Staeger APALS come in a variety of colors, here are two ways to innovate: add on, or simplify. Glen Bushee, president and CEO of including pink (a difficult color for Brite-Strike, definitely belongs to the latter school of thought. “We’ve been in business LEDs), and infrared for military and T for six years, and we started out to be innovators,” says Bushee of his company, best tactical uses. known—for now—for its tactical flashlights. “We feel this has such a big market, far beyond the military and tacti- From the start, Brite-Strike’s line time to do one thing. When you’re looking for other applications for cal applications,” says Bushee. “They of flashlights were LED-only; it was under tremendous pressure, you have LEDs. “Tactical flashlights are still a can be used for safety for anything the first company to cross that time to hit that light once and acti- large part of our business, but more from runners, walkers, joggers, kayak- threshold. “When everyone was still vate the tactical strobe. Our strobe is and more of our attention is going ers, boating safety, biking, motorcy- playing around with incandescents, slower than others in the market. toward these other things, just cling, and even commercial and we made a line of tactical flashlights From extensive field testing, we because no one else has it and there’s industrial safety on construction sites that were easy to use and designed found exactly the right strobe rate to a huge potential market,” says on roads.” for law enforcement,” says Bushee. really make it effective. We call it the Bushee. The company’s newest prod- This new generation of APALS last Ease of use is paramount to the ninja effect. When you do it right, uct line, APALS, threatens to take as long as the previous generation— Brite-Strike philosophy. “We’ll never you basically disappear and the bad over the market from chemical light about 70 to 80 hours of use—but be the guys with the most bells and guy can’t track you. sticks—a half-billion-dollar business. they’re much brighter, and can be whistles and gadgets, simply because “We also make a momentary on- APALS stands for All Purpose seen from a quarter mile away. And it’s too complicated in the field. off switch,” says Bushee. “It’s not a Adhesive Light Strips. The newest there’s another important improve- Everything we do is designed to click switch—it’s a nice, light touch generation, APALS 4, is available, ment—a newly designed pull tab for operate while you keep your eyes on with your finger. If you’re a SWAT and the tiny lights make a big the adhesive backing. “Some of the the target—you only need to use one operator or a military guy, you don’t impression. They’re an LED on a guys with cold-weather gloves were finger, one thumb, or one hand. Any want that switch to lock on when you slender aluminum strip with an adhe- having a difficult time pulling it off,” thing that requires twisting and turn- only want a microburst of light. sive backing. Push once for a fast says Bushee, “so we figured out a way ing, or requires two hands, is just not Locking it on has to be a very delib- strobe, twice for a slow one. A third to put a pull tab on the back.” tactical. erate action.” That’s Brite-Strike in a press is constant-on, and a fourth The features don’t end there. The “Good design will feel good in nutshell: simple and precise. press turns it off. They’re available in flexible strip the LED is situated on your hand, but it’s also very accessi- Now, however, the company is a variety of colors, including infrared is highly polished aluminum, letting ble,” says Bushee. “You only have moving beyond the flashlight, and for military uses. each unit double as a tiny signaling

BC_009317_SBDD213P.indd 1 12/5/12 1:30 PM news Visit us at Booth 13956

Brite-Strike’s APALS replace chemical lightsticks at a fraction of the cost per hour of illumination, while also cutting down on weight and size.

mirror, in addition to its nighttime output version of APALS. They have uses. And every set comes in a crush- shorter runtimes (five hours, as proof, flexible package. “It’s a pretty opposed to 70 to 80), but are about cool design that ensures that the 10 times brighter than standard APALS won’t turn on until you want APALS. them to. With chemical lightsticks, APALS niche of the marketplace is half of them are broken or already currently dominated by chemical cracked when you need them.” The lightsticks, but that technology has soft, slotted APALS packaging keeps its drawbacks. “Six or 10 lightsticks “When competing, I wouldn’t trust each unit separate, and turned off. “If in your pack take up a lot of room,” anything other than Beretta.” something in your pack gets on top says Bushee. “But 10 APALS in a of it, it won’t crack or turn on. It will small pack take up no room at all— —VINCENT HANCOCK, be ready when you need it.” and they weigh less than .2 ounces Two-Time Olympic Gold Medalist The APALS themselves have been each. Men’s Skeet tested down to 200 feet. The 3M “The other problem with light- adhesive sticks—and re-sticks—to sticks is that you can’t turn them just about anything. Clean, dry off,” says Bushee. “Even if you only surfaces are better than moist ones, need light for 3 or 4 seconds, you’ve but once the APALS adheres, it stays cracked that stick. Now what do you put until you peel it off. The adhe- do with it? If you’re in a tactical situ- sive can be reused up to 50 times, ation, you’ve gotta dig a hole and says Bushee. bury the thing.” “We also have another style of For the immediate future, Brite- APALS, called APALS AIR,” says Strike is focusing on developing the Bushee. (Brite Strike likes its acro- market for APALS. “We scaled back nyms: AIR stands for Active a couple of things we had—we’re a Illumination Reflective.) These con- small company, and this was going to sist of the LED lightstrip that slips take a tremendous amount of into a thinner plastic covering, which resources,” says Bushee. “So for is basically a pocket with a flexible 2013, we’re kind of going to eat ACCURATE AND UNFORGIVING. adhesive backing. “It can be stuck to what’s on our plate for a bit, instead any piece of equipment the consumer of going back for seconds or thirds. CLAY PIGEONS DON’T STAND A CHANCE. might want to keep visible—the back “You’re only limited by your imag- Introducing the new DT11 competition shotgun. of a running shoe, a motorcycle hel- ination as to what you can use these met, a pet collar. We’re working with APALS for,” says Bushee. “Every day, Trap. Skeet. Sporting. There’s a Beretta DT11 specifically designed and Media Direct to expand it to the out- it seems like someone’s coming up engineered for each discipline. From receiver, barrel, and fore-end iron doors industry—anything from back- with a different use for them.” And to the trigger group and top lever, every component of the D11 has been packs to snowboard gear, skiing gear, with each new use, the potential meticulously tested by the world’s finest gunsmiths and shooters. With hiking, camping, that kind of thing.” market widens. Booth #8003. (508- innovative features, perfect balance, and unprecedented accuracy, the Brite Strike is also offering a high- 746-8701; brite-strike.com) DT11 not only makes its mark—it hits it. Repeatedly. A Tripwire for Zombies • Steelium Pro® barrel for smoother recoil and reduced muzzle rise Despite all the attention APALS is commanding, Brite-Strike has a few • OptimaChoke® HP for improved shot pattern concentration/distribution other irons in the LED fire. One of them is the CAPSS—Camp Alert • Wide Receiver (3mm wider) for more stability and better handling Perimeter Security System—a low-cost perimeter alarm that incorporates APALS technology. It’s basically a low-cost perimeter alarm systems that can be used for camping, hunting, fishing, and hiking. “If you’re flyfishing where there are bears, you can set up a very quick, low-cost perimeter that’s highly effective.” Perhaps unsurprisingly, it’s also getting a temporary makeover as a “zombie alarm.” “When the camping season starts to wind down, we’re going to rebadge it—it’s the identical product, but we’re going to rebadge it as the Zombie Invasion Perimeter Alert System, ZIPAS. We’re going to have a zombie on the front. Same price, same product. Just a different approach,” says Bushee. “We’ve had two other manufacturers say, ‘Don’t rationalize it, just do it, and you’ll be surprised.’”

BerettaUSA.com

BC_009317_SBDD213P.indd 1 12/5/12 1:30 PM BC_010485_SBDD213P.indd 1 12/19/12 5:05 PM news

shot show New 2013 Products

their classes. Both feature Yamaha’s Yamaha Grizzly 700 and Rhino 700 exclusive Ultramatic automatic trans- 4x4 Tactical Black SE models feature mission, the most durable CVT sys- Yamaha’s exclusive Ultramatic auto- tem in the industry, and Yamaha’s matic transmission and durable CVT On-Command push-button 2WD, system. 4WD, and 4WD diff-lock system. The new Tactical Black SE models tors and retailers, the packaging is join Yamaha’s complete line of more tamper-resistant and does not Aimpoint Fans of the Blaser rifle award-winning and super-reliable change product UPC or bar codes. platform now have a high-quality utility ATVs for 2013 including the Each model will now feature new steel saddle mount (with quick- Grizzly 700 FI (SRP: starts at see-through handles manufactured detach levers) designed and built by $8,899) and Grizzly 700 FI EPS from tough resin. These handles Blaser specifically to fit Aimpoint’s (SRP: starts at $9,499); Grizzly 550 maintain the compact folding stow- popular Micro H-1 sight. FI (SRP: starts at $7,999) and and-go design that protects the Grizzly 550 FI EPS (SRP: starts at Diafold when not in use, but now Aimpoint The compact Micro H-1, which $8,699); Grizzly 450 (SRP: starts at they allow users to immediately iden- The popular Aimpoint Micro H-1 (2 offers up to 50,000 hours of use from $6,899) and Grizzly 450 EPS (SRP: tify the tool type. In fact, it’s the abil- MOA dot) sight has now been paired a single CR-2032 battery, has 12 starts at $7,499); Grizzly 350 Auto ity to display the Diafold in its folded with a high-quality steel saddle brightness settings for optimal per- 4x4 (MSRP starting at $5,599); position that allowed for the devel- mount manufactured by Blaser to formance in any light conditions. The Grizzly 300 Auto (SRP: $4,199); and opment of the new-and-improved create a new sight-and-mount com- sight is completely waterproof and Grizzly 125 Auto (SPR: $3,699). packaging. The new Diafold line bination specifically for use on Blaser has been designed to stand up to Most of Yamaha’s utility ATVs come includes six tool types: single-sided, rifles. Aimpoint’s previous Micro H-1 temperatures extremes, as well as the in multiple color options, including single-sided with fishhook groove, for Blaser rifles utilized a short shock that results from rough han- Realtree AP HD camo. Booth double-sided, flat file, serrated, and mount that locked into just one of dling in the field. Booth #14573. #10243. (yamaha-motor.com) chainsaw. Like all DMT products, the two mounting points featured on (877-246-7646; aimpoint.com) the Diafold sharpeners are made in Blaser rifle barrels. Based on repeat- the USA. Booth #825. (800-666- ed requests from users, a longer Birchwood Casey 4368; dmtsharp.com) mount that utilizes both of the GSM Outdoors Birchwood Casey has teamed up with mounting points was developed and The new Cyclops Revo 700 (SRP: 3-Gun Nation to design a Dirty Bird tested. Quick-detach levers were $99.99) and Revo 900 ($139.99) Splattering Target for 3-Gun compe- added to allow this sight to be LED lights are powered by a tition. The new 17.25-inch target Buck Knives mounted and dismounted quickly— rechargeable 6-volt 2.5Ah SLA bat- features an 8-inch primary (“A” without loss of zero. This mount is tery. Both models have ergonomical- zone) and a 17.25-inch secondary The Made-in-the-USA Micarta 1 suitable for use on Blaser rifles, ly designed rubberized grips with a (“B” zone) scoring area. Harvest series includes a 7 /8- including the R93 and R8 models. trigger pulse switch that also features For scoring purposes, one hit in inch caping knife, a 10-inch an always-on lock switch, and each the red “A” zone counts as a neutral- boning knife, and a 7 ¼-incher also comes with a home and vehicle ized target; two hits are necessary to designed for waterfowl use. charger. Vented housings help reduce count as a neutralized target any- Created with durability in heat. Booth #1019. (877-269-8490; where in the black “B” zone. Booth mind, this series should gsmoutdoors.com) #1211. (800-328-6156; birchwood appeal to a wide range of casey.com) outdoorsmen. The Micarta handle provides a secure, Yamaha Motor Co. comfortable grip even in wet Yamaha’s 2013 Grizzly 700 4x4 and Diamond conditions. SRP: $65 to $70. Rhino 700 4x4, including the new Machining Booth #14504. (800-326- Tactical Black SE models, are the Technology 2825; buckknives.com) most off-road capable and durable in DMT’s popular Diafold diamond sharpeners are getting a makeover. GSM Outdoors The Cyclops Revo The new Diafold packaging is small- 700 and Revo 900 LED lights have er and lighter, and uses 93 percent ergonomic rubberized grips and are less plastic. powered by a rechargeable battery. Of additional benefit to distribu-

94 ■ Shot Business Daily ■ day 2, January 16, 2013