INDUSTRY COMPANIES EMPOWERING DOMESTIC GET THE “NEW WAVE” 10 TAKE ON COVID-19 36 VIOLENCE SURVIVORS 54 PLUGGED IN TO YOUR STORE ® THE INDUSTRY’S BUSINESS MAGAZINE — EST. 1955 MAY 2020 THE WOMAN’S ISSUE RETURNS! MAKE IT SAFE, EVERY DAY The new SABRE Pepper Spray Launcher Home Defense Kit, from the #1 pepper spray brand trusted by law enforcement around the world, provides a home security and personal safety solution designed to deter a home intruder by creating an even greater distance between your customers and the threat. INSIDE THIS ISSUE: Easy, proven, and effective. Strategies In Times Of Panic Buying www.sabrered.com www.shootingindustry.com Section1_May-20.indd 1 4/16/20 3:36 PM NEW PRODUCTS FROM RUGER ARE YOU READY FOR TM OUR DEDICATED EMPLOYEES ARE ALWAYS WORKING THEIR HARDEST TO BRING YOU THE HIGH-QUALITY, AMERICAN-MADE FIREARMS YOU HAVE COME TO EXPECT FROM RUGER. FIREARM COATINGS? PC CHARGER™ The new PC Charger™ is a 9mm pistol based on our popular PC Carbine™ ArmorLube next-generation Chassis model. The PC Charger™ boasts an abundance of features including a 6.5'' barrel; an integrated rear Picatinny rail that allows PECVD DLC coatings deliver: for mounting of Picatinny-style braces; a glass-filled polymer chassis system; a flared magazine well for improved magazine reloading capabilities; and an ergonomic pistol grip with extended trigger reach. IMPROVED PRODUCT BENEFITS • Improved cycling rates ™ ® • Increased Reliability LITE RACK LCP II • Reduced Maintenance The new Lite Rack™ LCP® II is a • Greater Wear Resistance low-recoil pistol with an easy- to-manipulate slide that shoots • Enhanced Corrosion Protection comfortably regardless of your hand size or strength. Whether used as a training tool for your existing LCP® or LCP® II, or as a concealed carry option, COST-EFFICIENT MANUFACTURING ® the new LCP II in .22 LR allows you to train • Customized coating designed for you with and operate your pistol with confidence. • Profitable production process • 3D-conformal coating for complex parts • No post-finishing work needed RUGER-57™ • Turnkey production The all new Ruger-57™ is just plain cool. Brought to you by the company that revolutionized the innovation of rugged, reliable firearms that the average American can afford, the Ruger-57™ is our most cutting-edge platform yet. Chambered in the high performance and low-recoiling 5.7x28mm caliber, this ergonomic, smooth shooting and accurate pistol is as full-featured as they come. Learn more at ArmorLubeCoating.com A DIVISION OF AGM RUGER.COM/NEW 032420 Inc. Ruger & Co., Sturm, © 2020 Section1_May-20.indd 2 4/16/20 3:36 PM NEW PRODUCTS FROM RUGER ARE YOU READY FOR TM OUR DEDICATED EMPLOYEES ARE ALWAYS WORKING THEIR HARDEST TO BRING YOU THE HIGH-QUALITY, AMERICAN-MADE FIREARMS YOU HAVE COME TO EXPECT FROM RUGER. FIREARM COATINGS? PC CHARGER™ The new PC Charger™ is a 9mm pistol based on our popular PC Carbine™ ArmorLube next-generation Chassis model. The PC Charger™ boasts an abundance of features including a 6.5'' barrel; an integrated rear Picatinny rail that allows PECVD DLC coatings deliver: for mounting of Picatinny-style braces; a glass-filled polymer chassis system; a flared magazine well for improved magazine reloading capabilities; and an ergonomic pistol grip with extended trigger reach. IMPROVED PRODUCT BENEFITS • Improved cycling rates ™ ® • Increased Reliability LITE RACK LCP II • Reduced Maintenance The new Lite Rack™ LCP® II is a • Greater Wear Resistance low-recoil pistol with an easy- to-manipulate slide that shoots • Enhanced Corrosion Protection comfortably regardless of your hand size or strength. Whether used as a training tool for your existing LCP® or LCP® II, or as a concealed carry option, COST-EFFICIENT MANUFACTURING ® the new LCP II in .22 LR allows you to train • Customized coating designed for you with and operate your pistol with confidence. • Profitable production process • 3D-conformal coating for complex parts • No post-finishing work needed RUGER-57™ • Turnkey production The all new Ruger-57™ is just plain cool. Brought to you by the company that revolutionized the innovation of rugged, reliable firearms that the average American can afford, the Ruger-57™ is our most cutting-edge platform yet. Chambered in the high performance and low-recoiling 5.7x28mm caliber, this ergonomic, smooth shooting and accurate pistol is as full-featured as they come. Learn more at ArmorLubeCoating.com A DIVISION OF AGM RUGER.COM/NEW 032420 Inc. Ruger & Co., Sturm, © 2020 Section1_May-20.indd 3 4/16/20 3:36 PM #05 MAY 2020 VOL. 65 CONTENTS 20 WOMEN & THE Presenting The 2020 Woman’s Issue COMPETITIVE CONNECTION By Julie Golob COLUMNS FEATURES 6 Inside This Issue The Return Of The Woman’s Issue! ITI 24 6 OUT-OF-THE-BOX ALTERNATIVES TO LADIES’ NIGHT Industry News By Ashley McGee 10 Industry Comes Together To Support Communities IN Versacarry To Make Face Shields, Masks NSSF Donates $25,000 To Local First Responders 28 KEEP IT REAL Build Trust Through Authentic Connections 12 Newsmakers By Shari LeGate Smith & Wesson Elevates Sales VP, NM 5.11 Tactical Welcomes VP and More ... 30 WELCOMING WOMEN AT THE COUNTER Remove “Intimidation Factor” 14 Personal Defense Market With Friendly Team In Times Of Panic Buying By Mia Anstine PDM By Massad Ayoob ARE YOU PART OF THE SOLUTION? Everyday Marketing 34 16 By Deb Ferns 2020 Vision: More Women Thriving Today EM By Mark Kakkuri 36 TAKING CONTROL Empowering Domestic Violence Survivors Arms & The Woman 18 By Kerry Slone Your Female Customers: What The Data Says AW By Carrie Lightfoot 40 UNDERSTANDING SEGMENTS OF 54 Industry Link FUTURE FEMALE GUN OWNERS Don’t Miss Out On This Wave By Nancy Bacon IL By Jade Moldae 42 THE DC PROJECT PROMOTES “EDUCATION NOT LEGISLATION” Departments By Laura Evans 8 Letters To The Editor 52 Advertiser Index 50 New Products 46 THE NEW ENTREPRENEURS By Carolee Anita Boyles SHOOTING INDUSTRY® (ISSN 0037-4148) is published monthly by Publishers’ Development Corporation at 13741 Danielson St., Ste. A, Poway, CA 92064. Periodical Class Postage paid at San Diego, CA 92128, and at additional mailing offices. Subscription $25 yearly in U.S.A. Single copies $3 (except for the December SHOT SHOW issue, $25). Change of address: Four weeks notice required on all changes. Send old address as well as new. POSTMASTER: Send address changes to: SHOOTING ® INDUSTRY® 13741 Danielson St., Ste. A, Poway, CA 92064. PRINTING SERVICES/PREPRESS: Democrat Printing Company. CONTRIBUTORS submitting manuscripts, photographs or drawings, do so at their own risk. Material cannot be returned unless ® accompanied by sufficient postage. PAYMENT will be made at rates current at time of publication and will cover reproduction in any or all of the editions of SHOOTING INDUSTRY®. OPINIONS expressed in bylined articles or columns are those of the author and do not necessarily reflect the views of the magazine or its staff. Copyright© 2020 by Publishers' Development Corporation. All rights reserved. Reproduction or use of any portion of this magazine without written permission is prohibited. 4 MAY 2020 Subscribe to SI DIGITAL www.shootingindustry.com Section1_May-20.indd 4 4/16/20 3:36 PM A variety.22LR of LULA® loaders orporate cers THOMAS HOLLANDER, RANDY MOLDÉ, MARJORIE YOUNG Publisher meritus RUSS THURMAN ditor JADE MOLDAE - Ruger MK series, SR22 Associate ditor JENNA BUCKLEY - S&W M&P 22, 22A/22S ® Art Director NATALIE HARGER - Browning Buckmark BabyUpLULA Advertising arketing gr. PAULA IWANSKI Production anager LORI ROBBINS - Walther P22/G22, PPK/S Website anager LORINDA MASSEY - Beretta U22 Neos taff Photographer JOSEPH NOVELOZO - Colt Woodsman/Cadet, 1911 .22 Grammar Guru GWEN GUNN ontributing ditors TIM BARKER, - High Standard .22 ASHLEY MCGEE, CAROLEE ANITA BOYLES, - Converted / wide-body / narrow-body, MASSAD AYOOB, MARK KAKKURI, single-stack and double-stack. GREG STAUNTON, SHARI LEGATE, TAYLOR SMITHFIELD, PAT COVERT - Painless and easy loading; p/n NATIONAL ADVERTISING SALES: - Durable, compact and lightweight; UP64B (800) 537-3006 advertisingfmghq.com - Professionally made; orth ast TOM VOREL - Long-lasting service. tom.vorelfmghq.com ® (888) 426-4470 V-LULA outh ast PAULA IWANSKI ® paula.iwanskifmghq.com X-LULA (800) 533-7988 West DELANO AMAGUIN delano.amaguinfmghq.com (888) 732-6461 22UpLULA® International AMY TANGUAY amy.tanguaypubdev.com (888) 651-7567 nline Tra c anager LORI ROBBINS lori.robbinspubdev.com lassifi ed Advertising AMY TANGUAY p/n Trademarks are held by their respective owners. respective their by held are Trademarks classadsfmgpublications.com p/n XV80B FAX: (858) 842-3916 XT83B CUSTOMER SERVICE p/n SUBSCRIPTION SERVICES (858) 842-4444 UP62B EXPRESS SERVICE www.shootingindustry.com/ service Check maglula.com for specific info. EDITORIAL editorshootingindustry.com (858) 842-3943 World’s #1 loaders ! maglula Ltd. PRODUCTION productionshootingindustry.com (858) 842-3934 FMG PUBLICATIONS Tracking The Business AMERICAN HANDGUNNER Publisher ditor ROY HUNTINGTON xecutive ditor TOM MCHALE Impact Of COVID-19 GUNS MAGAZINE ditor BRENT T. WHEAT Digital ontent ditor JOE KRIZ Visit shootingindustry.com/covid19 ShootingIndustry.com PRODUCED IN THE USA for updates. www.shootingindustry.com MAY 2020 5 Section1_May-20.indd 5 4/16/20 3:36 PM INSIDE THIS ISSUE The Return Of The Woman’s Issue! Before the outbreak of the novel coronavirus, we had the May 2020 issue circled on our calendar since last year’s inaugural Woman’s Issue. Now it’s even more signifi cant as this is the fi rst issue we’re producing in the midst of an avalanche of fear- induced buying — which is impacting the industry at every level. Arguably, none more so than the industry’s front line: you, the storefront dealer. xpanding sales to women and non-traditional customers is crucial, especially as there are now thousands of households with a fi rst-time gun owner.