SHOT Business -- April/May 2012

NSSF

S H O O T I N G , H U N T I N G & O U T D O O R T R A D E

VOLUME 20, NUMBER 3 APRIL/MAY 2012

SPECIALISSUE

The 34th edition of the SHOT Show set some huge records Pg.35

FIRING LINE: Mossberg’s modular FLEX shotgun platform lends itself to nearly infi nite adaptability Pg. 28

GOOD STUFF: The new Zeiss Conquest Duralyt rifl escope isn’t cheap by any means, but it really does off er a lot of value for the money Pg. 52

ALSO IN THIS ISSUE

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april/may 2012 ❚ SHot BuSineSS ❚ 1

shot bus iness ❚ april/may 2012 ❚ vol . 20 , i ssue 3 contents

Departments

2 editor’s note SHOT Show is more important than ever

5 news briefs Para joins the Freedom Group; ATI’s new AK-47 stock; how to prepare a press release; Savage Arms announces 2012 line

26 fyi Consumer shows can consume time and resources. How to make them worth your while

28 firing line Mossberg’s modular FLEX shotgun is infinitely adaptable

30 undercover shopper Buying a youth-model turkey shotgun in northern Ohio

52 good stuff The Zeiss Conquest Duralyt offers premium performance at a reasonable price

54 what’s selling where

60 new products Springfield Armory’s XD-S; Opti-Logic’s Recon laser rangefinder; Safariland’s All-Purpose Vest Quick Release Carrier

Features

nSSF update 19 from the nssf The NSSF PAC is gearing up for the 2012 election season

20 2012 shot show breaks records Show posts record highs in buyer, media, and general attendance

21 nssf files appeal Motion challenges ATF’s demand for reporting of multiple sales of semi-auto rifles

21 opening at nssf Foundation seeks manager, retail development

22 nssf delivers value 23 you should know Polls show record gun support

24 from my side of the counter ATF consultants are a valuable NSSF service

35 shot show 2012 It’s impossible to see everything in the frantic environment of the SHOT Show. For four days, Las Vegas hosted shoulder-to-shoulder business meetings, events, announcements, and product launches. Here’s this year’s highlights reel.

35

60

26

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Slaton l. White, editorMargaret M. nussey, Managing EditorDavid e. Petzal, Shooting EditorJohn Burgman, Assistant EditorMaribel Martin, Senior Administrative AssistantJames a. Walsh, Art DirectorJudith Weber, Production Manager

ContriButing eDitorS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone, Wayne Van Zwoll

eriC ZinCZenko, Vice President, group PublisheraDVertiSing: 212-779-5316gregory D. gatto, Advertising DirectorPaula iwanski, National Sporting Goods DirectorBrian Peterson, West Stephen Mitchell, Southeastelizabeth a. Burnham, Associate Publisher, Marketing & Online Servicesingrid reslmaier, Marketing Design Director

BuSineSS oPerationStara Bisciello, Business Manager

ConSuMer Marketingrobert M. Cohn, Consumer Marketing Directorraymond Ward, Senior Planning ManagerBarbara Brooker, Fulfillment Manager

ManufaCturinglaurel kurnides, Group Production DirectorBarbara taffuri, Production Director

BonnierChairman, Jonas BonnierChief executive officer, Terry SnowChief financial officer, Randall KoubekSenior Vice President, Corporate Sales, Gregg HanoVice President, Consumer Marketing, Bruce MillerVice President, Production, Lisa EarlywineVice President, information technology, Shawn LarsonVice President, Corporate Communications, Dean TurcolBrand Director, John MillerPublishing Consultant, Martin S. Walkergeneral Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published January, Feb ruary/March, April/May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the offi-cial publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 20, issue 3. Copyright © 2012 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photo-graphs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices. REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

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 10016For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016

s h o o t i n g , h u n t i n g & o u t d o o r t r a d e

nSSf

2 ❚ Shot BuSineSS ❚ APRIL/MAY 2012

eDitor ’S note

True ValueWhy the SHOT Show matters

F rom its oh-so-humble beginning in St. Louis in 1979, the SHOT Show has grown into a massive undertak-ing. It’s become a must-attend show for the industry,

and for good reason: Ours is no longer a seasonal business centered on hunting. It’s become a year-round enterprise that includes all sorts of shooting. With such a varied product mix, there is no better place to spot the trends and inspect the goods.

I’ve seen this growth up close and personal: The 2012 SHOT Show was my 30th show. As you might imag-ine, in those years I’ve seen a lot of change. In the early days, when I was a young editor at Field & Stream, we slotted just two days for the show. That was the general feeling held by many in the media, and even most exhibitors headed for the doors on the third afternoon. By the late 1990s, however, Field & Stream com-mitted its editors to three days at the show. When I took the helm at SHOT Business (and SHOT Daily), I obviously made a commitment to the full four days.

As have many others. One booth that I stopped by on the fourth morning was still seeing substantial traffic, and a staffer said they had appointments for the entire day. At another booth (in this case a manu-facturer who had been featured in SHOT Daily that morning), a com-pany rep told me that a number of retailers had read the article, which prompted them to seek out the booth. (I realize that sounds like a blatant plug for the Daily, but it’s one of the reasons SHOT Daily has grown along with the show. It’s become an invaluable research tool, and it helps drive traffic to booths.)

For years I’ve preached that retailers should attend the SHOT Show. I know doing so is a hardship for some, but when SHOT Business contributing editor Peter B. Mathiesen compiled this issue’s What’s Selling Where (page 54), the retailers he talked to all extolled the value of attending the show. For some, it was being able to meet key manufacturers face to face; for oth-ers, it was a way to place orders

directly from the factory.John Monson, who was awarded

the SHOT Business Range of the Year Award at the show, admitted that he generally doesn’t buy at the show. Nonetheless, he always needs to know about cutting-edge prod-ucts, and the show is the best, and quickest, way to do so.

Joe Keffer, owner of The Sportsman’s Shop (and our recipi-ent of the Retailer of the Year Award), told Mathiesen that atten-dance at the show is so vital to the health of his business that he sends two employees. Being at the show also allowed him to add three new product lines to his operation, which he expects will set an all-time sales record in 2012.

These two successful business-men know the true value of attend-ing the SHOT Show. Do you?

Slaton l. White, Editor

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news br iefsnews ❚ promotions ❚ awards ❚ outreach

edited by john burgmanalamy

Bits & Pieces

Sig Sauer to Expand

Sig Sauer recently announced plans to expand its domestic production capabilities, and has acquired a new facility—the Pease international Tradeport, in Newington, New Hampshire—to aid in the growth. The firearms manufacturer’s

new campus will be home to the company’s corporate and manufacturing areas. The prop-erty will provide the company with three times the usable work space of its current Exeter, New Hampshire, headquarters.“This campus will bring the

majority of employees and manufacturing under the same roof,” said Ron Cohen, presi-dent and chief executive officer of Sig Sauer.

gallup Partners with Kahr Arms

gallup media marketing announced the addition of Kahr arms/auto-Ordnance/magnum Research as its newest client. gallup will support all media and public relations efforts for the three firearm companies. “i have been fortunate to rep-

resent clients who manufac-ture products that place them among the leaders in their cat-egories,” said Sheryl gallup, president of gallup. “The three companies in the Kahr arms family have a reputable history of producing innovative fire-arms, and i am honored to rep-resent them.”

Mossberg Raises the Zombie Bar

By now, most retailers and manufact-ers are aware of the zombie craze sweeping the shooting industry. Everything from zombie targets to zombie-themed shooting competi-tions have been introduced in the past year. But Mossberg has upped the ante in a big way, by introducing a new gun series entirely centered around the zombie concept. The Mossberg ZMB series includes a specialty lever-action .30/30 Win. rifle and 12-gauge pump-action shotguns. Initial offerings include the 464 ZMB lever-action rifle, 500 ZMB 8-Shot pump-action shotgun, and 500 Chainsaw ZMB 6-Shot pump-action shotgun. All three guns have the lime green “ZMB” logo

emblazoned on the receiver, and boast “the most desired zombie-slaying features,” according to the company.

The 464 ZMB lever-action rifle, which is based on the Mossberg 464 lever-

action platform, has a quick-adjusting, tactical-style six-position synthetic

stock; a Picatinny tri-rail forend with rub-

ber ladder rail cov-ers; a durable black oxide

receiver; a compact 16¼-inch barrel with a removable A-2 style flash suppressor; adjust-able 3-dot fiber-optic sights; front and rear sling swivel studs; six-round total capacity; matte blued metal finishes; and a drilled/tapped receiver with a scope rail.

The 500 ZMB 8-Shot pump-action shot-gun is a 12-gauge, 3-inch pump-action and has a standard full-length black synthetic stock; a tactical Picatinny-compatible tri-rail forend; an extended mag tube for 8-round total capacity; a 20-inch cylinder bore barrel with bead sight; matte black metal finishes; a drilled and tapped receiver; sling swivel studs; and a black padded sling.

The 500 Chainsaw ZMB Series 6-Shot pump-action shotgun features a chainsaw-style forend grip; an ergonomic pistol grip stock; and a tactical tri-rail forend with integral full-length bottom rail and remov-able side rails. A pistol grip and forend are molded of durable synthetic with a matte black finish. Other standard features on the 500 Chainsaw ZMB include a matte black metal finish; a drilled and tapped receiver; sling swivel studs; a padded sling; and 6-round total capacity. Completing the package is a laser and light combo.

Only time will tell just how long the zombie craze will last—will it continue to be a mainstream marketing juggernaut, or sink back into obscurity? In the mean-time, there are plenty of products, the new Mossberg line included, to keep zom-bie enthusiasts coming back to your store.

This product is from sustainably managed forests and controlled sources.

Mossberg’s new zombie guns prove that the niche trend can equal big retailer bucks.

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6 ❚ SHot BuSineSS ❚ april/may 2012

news br iefs

new Kowa optics Hardware for the SummerKowa will be pushing a num-ber of products this summer to coincide with the season when the majority of Americans head outdoors.

The TSN 880 Series is the flagship of Kowa spotting scopes, and features a large 88mm objective lens. The pure fluorite used in TSN 880 mod-els reduces chromatic aberra-tion. The inner focus system keeps the prism box light and compact, while the objective lens provides brightness.

The magnesium alloy body of the TSN 880 makes the

scope lightweight and pro-vides a rugged structure that can withstand the natural wear-and-tear of a hunt. The dual-focus mechanism allows focus-ing in two revolutions and fine pinpoint accura-

cy in one system. The eyepiece locking mecha-

nism on the TSN spotting

scope secures the eyepiece to the scope body, preventing it from getting lost or falling off.

The brass insert to the tri-pod mount of the scope allows the scope to be secured to mul-tiple tripod models. The water-proof housing is filled with dry nitrogen gas to prevent the lens from fogging.

In the binocular realm, Kowa’s Genesis binoculars fea-ture two Prominar XD lens ele-ments to eliminate chromatic aberration. The company notes that all lenses and prisms are manufactured with a mul-tilayered coating to ensure a bright and clear visual range.

The magnesium frame makes the Genesis a light-weight binocular. And like its TSN 880 spotting scope counterpart, the Genesis bin-ocular features waterproof housing filled with dry nitro-gen gas to prevent the lenses from fogging.

Kowa’s TSN 880 spotting scope features an 88mm objective lens for maximum clear

viewing in the field. Para Joins the Freedom Group The Freedom group holding company recently made waves in the shooting world by announcing that it had finalized a purchase agreement to acquire certain assets of Para USa. as a result, Para will join the Freedom group’s substantial family of companies, which includes Remington, Bushmaster, marlin, H&R, DPmS Panther, Dakota arms, Barnes Bullets, and others.Para was founded in 1985, and built a strong rep-

utation around its handguns, which include double-action models and single-action models for a num-ber of uses and disciplines, including concealed-carry and tactical operations. Para’s high capacity frames and light double-action (“lDa”) trigger sys-tems are just two noteworthy innovations that the company brought to its 1911 design. “We welcome Para into the Freedom group family

of companies,” said E. Scott Blackwell, chief sales and marketing officer of Freedom group. “Para USa is a leader in handgun technology, and its fine prod-ucts exemplify quality, innovation, and performance. Para is a perfect complement to our industry-leading family of brands, and our success in 2011 with the Remington R1-1911. We look forward to deploying both human and financial resources to continue to develop and supply current and future handguns for consumers and our channel partners. We also wish to thank all its employees for their continued dedica-tion that has made Para a success.”Representatives for Para said the company will

continue its day-to-day operations at its Pineville, North Carolina, facility.

Para pistols and products will now

be marketed by the Freedom

Group, which also includes the likes

of Remington and Dakota Arms,

among others.

easy upselllike many optics brands, Kowa also manufactures a number of accessories to go along with its extensive optics lines. While Kowa spotting scopes fit a vari-ety of tripod platforms, retailers should note that Kowa offers its own branded tripods, as well as scope cases and additional eyepieces that are easy and logical add-ons to any sale at the counter.

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NEW AK-47 Stock from ATiMilwaukee, Wisconsin–based gun stock manufacturer Advanced Technology International (ATI) is rolling out a new model as consumers continue to clamor for MSRs and accessories to a degree that would have sounded ridiculous a decade ago.

The new AK-47 Strikeforce Elite Package has a six-position collapsible stock with aluminum upgraded, ventilat-ed handguards, an adjustable cheekrest, and a redesigned slim line rear aluminum receiver mount. The package’s Scorpion Recoil System features a Scorpion Razorback butt pad that is non-slip and

removable, along with an ergonomic Sure-Grip texture Scorpion Recoil Pistol Grip. The Scorpion Recoil System reduces the challenge of reacquiring the target by minimizing the muzzle lift.

The AK-47 Strikeforce Elite Package is constructed with Military Type III anod-ized 6061 T6 aluminum, and has one 4-inch Picatinny rail, two 2-inch Picatinny rails, one 2-inch Picatinny rail with swivel stud, a six-position commercial buffer tube, and an aluminum receiver mount.

Each AK-47 Strikeforce Elite Ultimate Professional Stock Package features an ergonomic texture with ventilated upper

and lower handguards, blank inserts for when rails are not in use, a 3M indus-trial-grade self-adhesive soft touch cheekrest pad, a removable/adjustable cheekrest, a slot for a tactical sling attach-ment, three sling swivel studs, and DuPont extreme temperature glass-rein-forced polymer.

This Strikeforce Package includes a steel castle nut, a steel locking ring, a steel T-Nut, and steel pistol grip bolts. Each AK-47 Strikeforce Elite Ultimate Professional Stock Package is manufac-tured in the USA and fits most stamped AK receivers.

Each AK-47 Strikeforce Elite Package features anodized aluminum construction and a Scorpion Recoil System for comfort and durability in the field. The stock is designed to be flexible in the most extreme and unforgiving conditions.

SHB0512_NEW_02.indd 7 3/12/12 3:35 PM

news br iefs

What We Have Here Is…. Failure to CommunicateLet’s talk about SHOT Show 2012, which many attendees believe was a rousing success. It was. But, in general, the members of the press I talked to agreed the quality of press kits has hit a new low. As one well-known writer told me, “Why do I have to go fishing to find the relevant information?” Let me cite a couple of the worst examples:▶ The company that put 2011 prod-ucts on its 2012 new-product CD▶ The four-page release that touts a

product as “game-changing” and “revolutionary,” but then fails to cogently explain what it is.

These are just the tip of the iceberg. In brief—here’s how to do it right.

The important information should be in the first paragraph. Editors and writers don’t have time to search through three pages of marketing and corporate boiler-plate (which we call “fluff ”) to find out what it is you’re trying to sell. We also don’t need triple exclamation points. The best kits quickly summarize the relevant prod-uct attributes and then list the specs and the prices. All text should be formatted so it can be quickly copied and pasted into another document.

Also keep in mind that writing a usable press kit is a valuable skill. Don’t fob the job off on a staffer who has no idea how to get the job done. The more you make the press work to understand what the product is and what it is supposed to do, the more likely your release will be dis-carded. As for delivery systems, flash drives are the way to go. And don’t forget to label the hi-res images. Not everyone is intimately familiar with your product line.

Why were the press kits so bad this year? My guess is that many companies have economized by parting ways with an outside agency that knows what it is doing and have brought this task inside—often dumping it in the lap of an over-worked employee who has no ability to communicate and no aptitude for dealing with the press. This is a false economy, as it just about dooms you to no coverage at all. But there’s more.

You wouldn’t believe the number of exhibitors that fail to return calls or e-mails from SHOT Business/SHOT Daily writers and editors requesting new-product infor-mation. The SHOT Show is a great oppor-tunity to get out the word about your new product line. Why pass up the chance? I’m often asked after SHOT Show by company executives why the competition got expo-sure when their company did not. In almost every case I say, “You were contact-ed. No one got back to us.”

Exhibitors that have established long-term relationships with the outdoor/shoot-ing press fare best at the SHOT Show. Why? Because the products and key personnel are known to the writers and editors, and these folks make themselves available to the press all year long. Other exhibitors have what we call the “Why Bother Syndrome,” in which the company ignores the press and then complains about coverage at the show. If you bother to plow the ground early, you’d be amazed at what sprouts when you need it most. —Slaton L. White

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Nikon Unveils New Riflescope For MSR RimfireNikon is continuing its foray into the MSR category with the announcement of its new P-22 riflescopes. The P-22 scopes are the rimfire-optimized variant of Nikon’s grow-ing line of precision optics for MSRs.

Designed for extreme sighting speed and accuracy from rimfire rifles and .22 long rifle cartridges, the P-22 is offered in 2–7x32 with BDC 150 reticle, or 2–7x32 with Nikoplex reticle and Nikon’s Rapid Action Turret system.

Nikon P-22 riflescopes feature tactical-style turrets with a Zero-Reset feature and are parallax-set at 50 yards. Positive, ¼-inch MOA at 50 yards and tactical hand turn reticle adjustments provide positive click feedback. The P-22 scopes feature fully multicoated optics for extreme brightness, and provide high light trans-mission for most light conditions.

The BDC 150 reticle was developed specifically for the trajectory of the .22 long rifle rimfire round, and offers shoot-ers circles, dots, and hash marks from 50

to 150 yards. The P-22 2–7x32 with Nikoplex reticle

(with Rapid Action Turret technology) includes two different sets of tactical-style elevation turrets for Standard Velocities (1,200–1,300 fps) and Hyper Velocities (1,500–1,600 fps).

The P-22 is available to retailers now, and has an SRP of $179.95.

Like all Nikon rifle-

scopes, the P-22 is optimized for use with Nikon Spot On Ballistic Match Technology. The Spot On program provides users with exact aiming points on the BDC reticle for any load or ammunition at a specified range, and is tailor-made for the shooter of the 21st century.

Spot On can be purchased for iPhone and Android smartphones. Additionally, computer users can try the Spot On pro-gram free before purchasing the app by

logging on to nikonhunting.com.

Nikon P-22 SpecificationsfOV @ 100 yards: 33.4–9.5 mmexit Pupil: 16–4.6 mmeye relief: 3.8 inchesLength: 11.5 inchesweight: 13.9 ouncesMax internal Adjustment: 80 MOAParallax setting: 50 yards

SHB0512_NEW_02.indd 9 3/13/12 9:41 AM

news br iefs

Colt 1911 gets the Crimson Trace StampThe list of manufacturers to which Crimson Trace provides laser sights reads practically like a Who’s-Who of the shooting and hunting industry. And recently, Colt’s Manufacturing Company teamed up with Crimson Trace to create Lasergrips, the first-ever grip-integrat-ed laser sights emblazoned with the Colt logo. Colt also announced that Lasergrips are now the standard on the company’s New Agent pistol.

This New Agent is a compact, lightweight Colt 1911 series pistol with a wrap-around, front-activa-tion laser sight, which gives shooters increased accuracy and confidence in their shot placement.

“The Colt New Agent is an excellent choice for a concealable pistol for per-sonal protection,” said

Joyce Rubino, Colt’s vice president of marketing. She continued, “With the addition of Crimson Trace laser sights, New Agent shooters can be increasing-ly confident that their shots will hit the mark.”

The upgraded New Agent model 1911 weighs less than 24 ounces, and measures 6.75 inches in length. While possessing the power and protection of a full-size pistol, this compact model is an alternative option for concealed carry.

Colt’s New Agent offers a seven-round maga-zine capacity in .45 ACP, and an eight-round maga-zine capacity in 9 mm Parabellum.

The pistol’s carbon steel

slide is finished in matte blue and the lightweight alloy frame is black anod-ized. The New Agent’s trigger is skeletonized alu-minum with a 3-inch bush-ingless barrel.

The New Agent’s tradi-tional double-diamond grips have been replaced

with black, wrap-around Crimson Trace grips made of a

polymer and rub-ber combination. With

the Crimson Trace laser sight and trench style sight-ing system in lieu of iron sights, the New Agent has a snagless draw, adding to the capability of this pistol.

Crimson Trace, based in Wilsonville, Oregon, manufactures laser sight-ing products for Beretta, Bersa, Browning, CZ, Glock, Ruger, Taurus, and others.

Hybrid Keeps Hunters SafeHunter Safety System, makers of tree-stand safety equipment, recently intro-duced the HSS Hybrid vest. The Hybrid combines the best of both the company’s full-featured HSS Pro Series vest and the lightweight, streamlined HSS Ultra Lite X-Treme vest, in order to deliver a balance of form and function for consumers who take their hunting to the treetops.

Built on the patented lightweight harness system, which provides strength and comfort whether the wearer is seated or standing, the Hybrid’s upper is stream-lined to minimize bulk when worn over hunting clothes. The Hybrid’s lower por-tion features six pockets, including two

fleece-lined hand-warmer pockets, two security pockets, and a pair of quick-access

utility pockets. Smart fabrics are used to reduce the Hybrid’s overall weight to only 3 pounds, while remaining durable and quiet at various temperatures.

The Hybrid is approved to the standards of the Treestand Manufacturers Association. With three sim-ple buckles to connect, the Hybrid is easy to put on, and HSS notes that there are no dangling straps or “con-fusing weave-throughs.”

The Hybrid also features a built-in binocular/accesso-

ry strap system for convenience on stand. The Hybrid became available at retailers this spring. SRP: $149.95.

The Hybrid features elements from previous HSS models.

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Merkel’s Linear Bolt-ActionCasting aside traditional workings of bolt-action design, German gunmaker Merkel has created a truly revolutionary design of bolt-action that cycles in half the length of the conventional system. This new rifle is the linear-bolt-action Merkel RX Helix, and it stands as the fastest operating centerfire bolt-action in the world.

A straight-pull rifle, the RX Helix retains the strength and safety of a rotary bolt head with seven locking lugs, as well as a fully enclosed, hard-anodized-aluminum action housing. The linear-bolt-action system cycles exceptionally fast, which allows more time for aiming and accurate follow-up shots. Since the RX Helix employs a closed action, the bolt body doesn’t travel outside

that action, therefore the shooter can main-tain cheekweld with an eye on the target as he cycles the bolt.

The RX Helix features a manual cocking lever on the tang and a direct trigger sys-tem. The rifle’s linkage-driven-hammer sys-tem provides maximum ignition energy for flawless operation and added confidence when hunting dangerous game.

A true takedown rifle, the RX Helix can be dismantled almost effortlessly without tools. The RX Helix has a universal action length that covers calibers from .222 Rem. to .300 Win. Mag., and changing calibers takes less than a minute with the appropri-ate barrel, bolt, and magazine. Weaver rails are integrated into the action; fast-acquisi-

tion iron sights with three-dot rear and one-dot front fiber-optic inserts are standard.

The RX Helix is available in a standard black configuration as well as four levels of design—Arabesque, Wild Boar, Spirit, and Deluxe. An all-carbon-fiber version is also available either with or without a carbon-wrapped barrel. The RX Helix is available in a wide range of popular calibers, includ-ing .222 Rem., .223 Rem., .243 Win., 6.5x55 SE, .270 Win., 7x64, .308 Win., .30/06 Sprg., 8x57 IS, 9.3x62, 7mm Rem. Mag., and .300 Win. Mag. Barrel lengths vary according to caliber, and additional barrels, bolts, and magazines are available for caliber changes. The SRP for the standard black rifle with Grade 2 wood is $3,795.

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SHB0512_NEW_02.indd 11 3/12/12 3:35 PM

NEWS BR IEFS

Savage Arms Announces 2012 Line

Connecticut gunmaker Savage Arms has announced the following

new products for 2012:

NEW SCOPED RIFLE PACKAGES: Reconfigured for big game, both packages include a detachable box magazine, but you can now choose the Hunter XP with a Bushnell 3–9x40 scope, or the Trophy Hunter XP with AccuTrigger and a Nikon 3–9x40 BDC reticle scope.

TROPHY HUNTER XP: Savage has mounted and bore-sighted a Nikon 3–9x40 BDC reticle scope to the Trophy Hunter XP. This unique reticle can be matched to a specific cartridge using Nikon’s “Spot On” software. The blued/composite Model 11/111 is available in right- and left-hand in adult and youth sizes. SRP: $675 to $699.

MODEL 11/111 HUNTER XP: This pack-age features a matte blued finish, a synthet-ic stock, a detachable box magazine, and a Bushnell 3–9x40 scope. SRP: $525.

RASCAL: Safer and more accurate than other micro-size youth .22s, the Rascal fea-tures a manual safety, and can be unloaded without pulling the trigger. A feed ramp assists loading, and it cocks when the bolt is opened. It also includes an adjustable AccuTrigger and adjustable peep sights . SRP: $174 for synthetic, $213 for hardwood.

MODEL 11/111 HOG HUNTER: Features a green composite stock, a matte blued finish, an adjustable AccuTrigger, a 20-inch barrel, and iron sights. The muzzle is threaded for a suppressor or brake, and comes with a thread-protector installed. SRP: $513.

MODEL 11/111 LADY HUNTER: Features female-specific geometry that includes a shorter length of pull, a higher comb, and a slimmer forend. It is available in several calibers and includes an adjustable AccuTrigger. SRP: $819.

The Savage Arms Model 11/111 Lady Hunter is specifically configured for female shooters, including a shorter length

of pull, a higher comb, and a lighter front end.

SHB0512_NEW_02.indd 12 3/14/12 10:20 AM

Burris Sees Bright Future Greeley, Colorado–based Burris recently announced two new sights for the AR platform—the AR-132 and AR-536 sights.

“Our new AR sights are as rugged and versatile as the AR platforms they were designed to match,” said Rob Siemers, general manager at Burris. “Our AR-332 sight is one of the most popular red-dot sights on the market today, and with the addition of the AR-132 and AR-536, we’ve added more options and versa-tility for the professional and recreational shooter.”

The 1X AR-132 is specifically designed for quick target acqui-sition or close-quarters shoot-ing. Compact and lightweight, with a choice of 4 MOA red or green dots, it is best-suited for CQB situations. The AR-132 can be set to one of 10 levels of brightness, and its low mount-

ing system matches up with most AR configurations.

Burris has multi-coated all lenses with the company’s pro-prietary lens coating. Also included in the sight packages are integrated lens covers, three Picatinny rail segments, and tethered windage and ele-vation caps.

The AR-536 is the new long-range sight for the AR plat-

form. With a 5X magnification, the AR-536 will aid in the acquisition of targets at dis-tances out to 600 yards, while the 36mm objective lens will deliver bright, crisp images in most light conditions, accord-ing to the company.

The new AR-536 features the Burris Ballistic/CQ illuminated reticle, which can be adjusted to match the lighting condi-

tion—day or night. For day-light operation, shooters can choose the black reticle for aiming out to 600 yards, or they can switch over to the red or green illumination to match an ambient light situation. There are a total of five illumi-nation settings.

The AR-536 is waterproof and fogproof, and features multi-coated lenses, an adjust-able diopter, integrated lens covers, and three Picatinny rail segments. Also, by remov-ing the bottom rail mount, the sight can be readily mounted to an AR carry han-dle. It is range-ready straight out of the box.

Both the AR-132 and AR-536 come with a one-year warran-ty. They will be available at retailers in the second quarter of 2012, with SRPs of $279 and $399, respectively.

The new AR-132 from Burris (pictured here) is designed to be a lightweight, close-quarters shooting sight with multiple brightness level settings.

SHB0512_NEW_02.indd 13 3/12/12 3:36 PM

One Industry. One Voice.

National Shooting

Sports Foundation®

WWW.NSSFMEMBERSHIP.COM

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BN_042214_SHB0512.indd 1 3/7/12 3:32 PM


news br iefs

on the Move new and noteworthy hirings and promotions in the industry

Anthony AcitelliFormer vice presi-dent of sales and business develop-ment anthony acitelli has been named president of a new accessories division within aTK’s Security and Sporting group. The new division will help aTK broaden its presence in the accessories market.

Lindsey PhelpsColumbia River Knife & Tool has named lindsey Phelps to the position of sales manager, interna-tional markets. after joining CRKT in the customer service department in 2005, Phelps became sales and marketing coordina-tor in 2009.

eddie Salteracclaimed turkey caller and hunter Eddie Salter has joined the Down-N-Dirty Outdoors pro staff. in his new role, the legends of the Outdoors National Hall-of-Famer will be very active in product research and development, as well as field-test-ing new products.

Jay McGregorgerber legendary Blades has appoint-ed Jay mcgregor vice president of commercial sales. a veteran sales pro-fessional and an avid outdoorsman, mcgregor joins gerber after holding vice president of sales positions at both Birkenstock USa and Coleman.

Kris HamperKris Hamper has been appointed chief financial offi-cer for leatherman Tool group’s global operations. Hamper will provide financial direction for both lED lenser and leatherman, and will also oversee the Portland office’s iT department.

Rock River Honors Fred eichler with new MSRRock River Arms (RRA) recently introduced its Fred Eichler Series Predator .223 rifle, an MSR that represents further growth in RRA’s expanding line of high perfor-mance hunting firearms.

“I am extremely excited to get this new predator gun out in the field,” said famed hunter Fred Eichler, of the rifle that bears his name. “Rock River Arms is known for their high-quality rifles, and I’m honored to have been selected to have my own series. After extensive in-the-field development, I am proud to attach my name to such an excellent product. I look forward to spending more time in the field with my Rock River Arms predator rifle.”

The Fred Eichler Series rifle was designed to be lightweight for running and gunning. The

16-inch mid-length stainless-steel barrel has been cryogenically treated to increase the shooter’s accuracy, and also aids in cleaning the firearm. The RRA free-float handguard has a full length Picatinny top rail and 2.5-inch rails at 3, 6, and 9 o’clock for lights, lasers, and bi-pods.

The Fred Eichler Series’ unique CNC coyote track design adds not only flare but functionality, as it helps dissipate heat during repeated shooting. The gun’s forged A4 upper flattop allows attachments for accessories such as scopes, as well as night vision and red-dot sights.

The rifle is equipped with a chromed RRA National Match two-stage trigger with a Parkarized non-reflective surface on the trigger shoe. Other features include a win-ter trigger guard to accommodate

winter or tactical gloves, and an over-molded pistol grip.

It also has a low-profile, hid-den gas block and RRA’s custom muzzle brake with directional porting, which reduces muzzle lift and recoil.

The Fred Eichler Series rifle is available in either the RRA Operator Stock or RRA 6-position Operator CAR Stock. The Fred Eichler Predator .223 is available in a two-tone black-tan finish. Each Fred Eichler Predator .223 comes with one 20-round (10-round where restricted by law) magazine, a hard case, and an owner’s manual.

The Predator may look heavy, but considering that many of the features were done with active shooting in mind, it thankfully lacks bulk.

SHB0512_NEW_02.indd 15 3/12/12 3:36 PM

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APRIL/MAY 2012 ❚ SHOT BUSINESS ❚ 19

UPDATEBY LAWRENCE G. KEANE , NSSF SR . V.P. AND GENERAL COUNSEL

NSSF PAC Ready for ElectionsAt two years old, ever stronger and active

L ess than two years ago, the National Shooting Sports Foundation (NSSF)Ñthe trade association for the firearms, ammunition, hunting, and shooting sports industryÑformed

the National Shooting Sports Foundation Political Action Committee (NSSF PAC). Since then, the NSSF PAC has quickly and steadily gained momentumÑa necessity in todayÕs political climate, where anti-gun and anti-hunting forces remain intent on restricting the law-ful commerce of firearms, stripping us of our Second Amendment rights, and ending AmericaÕs hunting and shooting sports tradition and heritage.

Anti-gun groups, including New York mayor Mike Bloomberg and his misin-formed Mayors Against Illegal Guns (MAIG), are continually exploring new ways to advance the gun-control agenda, and preparing their next attack on our industry. Just last year, according to Sarah Brady, President Obama told her, ÒI just want you to know that we are working on [gun control]. We have to go through a

few processes, but under the radar.Ó Leading gun-control advocate Rep. Carolyn McCarthy (D-N.Y.) recently said, ÒI have spoken to the President. He is with me on [gun control], and itÕs just going to be when that opportunity comes forward that weÕre going to be able to go forward.Ó

Make no mistake: The ÒopportunityÓ theyÕre discussing is the 2012 elections, which will be critical to the future of our country, this industry, and your business.

This is where the NSSF PACÑyour industryÕs PACÑcomes in. The NSSF PAC is the nonpartisan federal multi-candidate political action committee of NSSF. It is the cornerstone of NSSFÕs 2012 government-

relations strategy. Metaphorically speak-ing, the NSSF PAC is the hand at the end of NSSFÕs political arm.

This past year, the NSSF PAC was busy growing its ranks to be in a better position come November to support pro-industry, proÐSecond Amendment, and pro-sportsmen candidates for federal officeÑcandidates who understand and support our industry and issues. The NSSF PAC

supports candidates solely based on their record of promoting, protecting, and pre-serving our hunting and shooting sports heritage and constitutional firearms free-doms for present and future generations. A candidateÕs party affiliation or position on other issues, such as taxes or healthcare, is not considered by the NSSF PAC (unless they affect the firearms industry). We are a one-issue PAC with a singular focusÑpro-tecting our industry and your business.

The NSSF PAC achieved several impor-tant milestones this past year as well, one of which was surpassing the 50-contribu-tor mark to qualify as a Federal Election CommissionÐrecognized multi-candidate

PAC. Reaching this goal allows the PAC to provide greater support to candidates than we previously could.

Additionally, the NSSF PAC passed our goal of raising more than $50,000 in con-tributions. We raised nearly three times more in 2011 than we did the year before. For an entity less than two years old, these are monumental achievements. To put things into perspective, Federal Election Commission records show the NSSF PAC has raised more money since its inception than the anti-gun Brady Campaign Voter Education Fund has raised over the last seven years.

This November, NSSFÕs government-relations team will be doing its part through direct lobbying, grassroots advo-cacy, and voter education. These efforts will be zeroed in on getting more NSSF PACÐendorsed candidates elected to the U.S. House of Representatives and the Senate. They will also ensure that the next president truly respects our industry and the Second Amendment, and will appoint Supreme Court justices who will decide Second Amendment issues based on the law and not their personal opinion. No one understands better than the NSSF PAC the unique legislative and regulatory challenges industry members faceÑand no organization will advance our indus-tryÕs interests with more passion and com-mitment on Election Day.

FROM THE NSSF

Lawrence G. KeaneSenior Vice President &General Counsel, NSSF

This past year, the NSSF PAC was busy growing its ranks to be in a better position to support candidates who understand and support our industry and issues.

SHB0412_FRM.indd 19 3/9/12 2:58 PM

20 ❚ Shot BuSineSS ❚ april/may 2012

update

2012 SHOT Show Sets RecordsE nergized by unprecedented gun

sales nationwide, firearms industry professionals turned out in record

numbers to the Shooting, Hunting, and Outdoor Trade Show, held January 17–20. The largest trade show of its kind, and the fifth largest trade show in Las Vegas, the SHOT Show set an overall attendance record of more than 61,000, including new highs for buyers, at 36,383, and media, at 2,491. Though show organizers deliberate-ly reduced the size of the show to better accommodate attendees at the Sands Expo and Convention Center, some 1,600 exhibi-tors filled booth space covering 630,000 net square feet. The show attracted profession-als from all 50 states and 100 countries.

The SHOT Show is owned by the National Shooting Sports Foundation (NSSF), the trade association for the fire-arms, ammunition, hunting, and shooting sports industry. Revenues from the show support NSSF’s many programs that work to promote, protect, and preserve hunting and the shooting sports.

“The SHOT Show allows NSSF to do many good things for the industry, shooting, and hunting,” said NSSF presi-

dent and CEO Steve Sanetti. Added Chris Dolnack, NSSF senior vice

president and chief marketing officer, “We have worked hard to make sure SHOT is a great selling and buying experience, and it resulted in our best show ever.”

From the opening bell, buyers filled the aisles to review products, many of them new offerings that will make their way to retail stores during the year.

Any SHOT attendee will tell you the show is about more than selling and buy-

ing, however; it’s a powerful display of industry unity and its resolve to meet any challenge affecting the right to make, sell, and own firearms. At the NSSF State of the Industry Dinner, Sanetti said, “I have never seen us so unified and united in our pur-pose.” As evidence, he pointed to NSSF’s fast-growing membership, which now tops 7,000, an all-time high.

The SHOT Show will return to the Sands Expo & Convention Center January 15–18, 2013.

two Prestigious Awards Presented at State of the industry DinnerAt the end of the first day of the SHOT Show, more than 2,000 NSSF supporters filled the sold-out ballroom for the State of the Industry Dinner, which was spon-sored by Outdoor Channel and included a review of NSSF’s accomplishments in the past year and was capped by entertainment from the hugely popular comedian Larry the Cable Guy.During the evening’s program,

two particularly prestigious awards were presented. NSSF presented Larry Potterfield, founder and CEO of Midway USA, with its Ken Sedlecky Achievement Award for his generous and longstanding con-tributions to programs that pro-mote youth target shooting. The Professional Outdoor Media

Association and NSSF honored veteran communicator and best-selling author S.P. Fjestad with the prestigious POMA/NSSF Grits

Gresham Shooting Sports Communicator Award. Fjestad pub-lishes The Blue Book of Gun Values, a widely consulted database.

SHOT Show, the largest trade show of its kind in the world, drew more attendees than ever before from 100 countries and all 50 states. Overall attendance topped 61,000, including 36,383 buyers and 2,491 members of the media.

Best-selling author S.P. Fjestad accepted the prestigious POMA/NSSF Grits Gresham Shooting Sports Communicator Award during the NSSF State of the Industry Dinner at the SHOT Show.

SHB0412_NSF02.indd 20 3/12/12 10:06 AM

© 2012 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.

april/may 2012 ❚ Shot BuSineSS ❚ 21

update

Legal Services Benefit nSSF Retailer MembersNSSF has prepared a package of benefits for NSSF retailers that anticipates a need for help when a question of ATF compliance arises.When an NSSF member

retailer has a legal problem or question, especially regarding ATF compliance issues, NSSF can refer him or her to an attorney in the retail member’s state who might be able to assist.“When it comes to ATF reg-

ulatory issues, for example, it is more important to have an attorney who is well versed in this area of the law, even if it might cost more, than it is to have a local attorney who is less experienced,” said Lawrence G. Keane, NSSF senior vice president and general counsel.NSSF also endorses a

retailer insurance policy offered by Joseph Chiarello and Sons. The policy includes $25,000 in coverage for ATF enforcement action. Member retailers purchasing this policy receive both liability insurance coverage and assistance in protecting their licenses from an ATF enforcement action.“A retailer who has this

insurance and takes advan-tage of NSSF’s regulatory compliance resources, most of which are free, will be well positioned to stay in busi-ness,” Keane said.Retailers wishing to take

advantage of the free attor-ney-referral service or learn more about NSSF-endorsed retailer insurance should contact Bettyjane Swann, [email protected], or Randy Clark, [email protected], both at 203-426-1320.

nSSF Files AppealThe National Shooting Sports Foundation has filed a notice of appeal in response to a federal court’s denial of its lawsuit chal-lenging the ATF’s demand that firearms retailers report multiple sales of certain semi-automatic rifles.

The lawsuit, NSSF v. Jones, was filed last August in U.S. District Court for the District of Columbia after the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) had sent demand letters to nearly 8,700 Federal Firearms Licensees and pawnshops, including law-abiding NSSF members, locat-ed in Arizona, California, New Mexico, and Texas, requiring them to report multiple-rifle sales information.

NRA-backed plaintiffs, the firearms retailers J&G Sales Ltd. and Foothills Firearms LLC, also filed a notice of appeal.

NSSF disagrees with the district court’s reasoning that the ATF did not overstep the authority granted it by Congress by issuing demand letters and mandating that retailers provide the records. “The decision places our

industry on a ‘slippery slope,’” said Lawrence G. Keane, NSSF senior vice president and general counsel. “The district court’s ruling will allow the ATF to demand whatever information it wants from any law-abiding

retailer anywhere in the coun-try for any reason the ATF wants simply by sending a let-ter demanding information. Though NSSF understands the ATF’s motivation is to try to curtail violence in Mexico, Congress simply has not granted the ATF regulatory carte blanche.”

Keane stressed that the fire-arms industry abhors the crim-inal misuse of firearms.

“Members of the firearms industry take great pride in their longstanding cooperative relationship with the ATF. Retailers have long been con-

sidered by the ATF to be a vital source of information for law enforcement in combat-ing illegal firearms trafficking,” Keane said.

NSSF’s notice is the first step toward hav-ing its appeal heard in the U.S. Court of Appeals for the District of Columbia Circuit.

NSSF Seeks Manager, Retail DevelopmentNSSF is bolstering its support of its retailer membership with the creation of a new position—manager, retail development—in its Newtown, Conn., headquarters.

Responsibilities of this position include: establishing and maintaining direct communication with fire-arms retailers; managing activities of an Advisory Committee; devel-oping, promoting, and imple-menting continuing education seminars; marketing and managing a hot-line for retail members; engaging firearms retailers through all forms of technology; and working with government relations staff to identify key regulatory issues.

The successful candidate must possess all the required qualifications and experience

necessary to succeed in this increasingly competitive and highly regulated business environment. Qualifications include experi-ence in retail sales of shooting sports prod-ucts and in regulatory compliance.

Familiarity with all segments of the industry distribution system and excellent communication, presentation, sales, and social media skills are additional require-ments. Travel will occur approxi-

mately 40 percent of the time.Visit nssf.org to learn more about the

trade association for the firearms, ammuni-tion, hunting, and shooting sports industry. Qualified candidates should forward a resume, cover letter, and salary history to [email protected].

NSSF opposes an ATF demand for rifle sales

information.

SHB0412_NSF02.indd 21 3/12/12 10:06 AM

22 • SHOT BUSINESS • MONTH 2010

NSSF DELIVERS VALUE

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the more than 7,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or [email protected].

T

ONE MEMBER’S EXPERIENCE

BULLET POINTS® – ON TARGET EVERY WEEK

Member: Kim C. Adams, vice president, shooting sportsBusiness: Kittery Trading Post Kittery, Maine

Description of Business: “Kittery Trading Post was established in 1938 by Philip ‘Bing’ Adams in the same location where it now stands, and it is still wholly owned by the Adams family. This one-location outdoor outfitter features more than 100,000 square feet of retail space dedicated to the most complete selection of

active outdoor products in the region, making it a popular destination for sportsmen and sportswomen from all over New England. The business employs more than 325 people.”

Experience with Bullet Points: “Because my opportunities to peruse the myriad printed resources aimed at servicing and reporting the shooting sports industry are limited, I find Bullet Points to be a very concise and timely source for most fast-breaking news and information relevant to our firearms and hunting division. Its intuitive, organized layout and well-labeled articles allow me to quickly identify issues of particular importance to me. Three things stand out to me: The content is well-written, by people with solid industry backgrounds; it utilizes only the best-positioned and most knowledgeable sources; and it doesn’t waste my time with unnecessary ‘filler’ material or self-serving editorials.”

Value of NSSF Membership: “I am always confident that NSSF, to quote an overused phrase, ‘has our back.’ Its tireless and impassioned pursuit of its stated mission to promote, protect, and preserve hunting and the shooting sports benefits us and all firearms retailers in so many ways that it is tough to measure and easy to overlook. Programs like ‘Don’t Lie for the Other Guy’ help dealers go beyond mere regulatory compliance to a proactive anti-crime stance. NSSF’s many recruitment programs, such as First Shots, help ensure a steady stream of new shooters through our doors.”

Interested in NSSF Membership?

The National Shooting Sports Foundation® provides more than 50,000 sub-scribers and tens of thousands of visitors to the NSSF website recaps of the week’s important developments for the shooting and hunting industry through its award-winning electronic newsletter, Bullet Points. Most items provide links to allow you to learn even more on these topics. If you wish to subscribe to this free e-newsletter, visit nssf.org and click on “Bullet Points.”

Kim C. Adams

WWW.NSSF.ORG

SHB0412_DEL.indd 22 3/9/12 2:24 PM


updateBY STEVE SANETT I , NSSF PRES IDENT & CEO

Sentiment for Firearms Ownership Is HighGallup Poll shows record support

In order to understand the amazing change in public opinion regarding firearms ownership, let’s go back to the unsettling year of 1969. This was a year when America was in turmoil—an

unpopular war, recent assassinations of the president and other pub-lic figures, the counter-culture movement and generational discord in full swing, urban blight and riots in the streets. Fear of crime ranked number one on the list of national issues.

In that year, the respected George Gallup Organization surveyed American public opinion on what was then a hot topic: gun control. This was right after the first major comprehensive federal gun law was passed—the Gun Control Act of 1968.

In that climate of fear and in response to massive political and news-media demonization of firearms as the tools of social discord, it is perhaps not surprising that more than half of Americans surveyed at that time were in favor of completely banning the owner-ship of handguns.

Ever so slowly, however, public support for such gun-control measures began to wane, as evidenced by ongoing Gallup and other public-opinion surveys. We can speculate many reasons for this, among them the increasing number of firearms being produced and sold and the corre-sponding increase in the number of households owning firearms, the decrease in anti-military sentiment after the Vietnam War ended, the aging of the population, and younger Americans not being raised amid the 1960s’ climate of war, assassinations, violence, and so forth.

Whatever the reasons, the long-term trends have steadily favored firearms own-

ership. Let’s look at a few examples from the October 26, 2011, Gallup Poll, entitled “Record-Low 26% in U.S. Favor Handgun Ban—Support for stricter gun laws in gen-eral is lowest Gallup has measured.”

When Gallup first asked Americans this question in 1959, 60 percent favored ban-ning handguns. Since 1975, however, the majority of Americans have opposed such a measure, with opposition around 70 per-cent in recent years. Perhaps in recogni-tion of this trend, in the late 1970s the name of the National Coalition to Ban Handguns changed to Handgun Control, Inc., which in turn later became the Brady

Center to Prevent Gun Violence.In the following years, the Gallup

Organization began asking different ques-tions relating to attitudes about gun con-trol. We saw our position—that responsi-ble Americans should be able to own the firearms of their choice—gradually become the mainstream opinion. In Gallup’s words, “This year’s poll finds sup-port for a variety of gun-control measures at historical lows.”

A few examples from the October 2011 poll illustrate the trends:» Support for the broad concept of making gun laws “more strict” is at its lowest, only 43 percent. Fifty-six percent

prefer either that gun laws be kept as they are now or made less strict.» Sixty percent now prefer that the government enforce existing laws and not pass new laws, while only 35 percent pre-fer passing new gun laws in addition to stricter enforcement of existing laws.

Gallup even found greater opposition than support for a ban on semi-automatic firearms “or assault weapons” (Gallup’s language) by a 10-point margin—53 to 43 percent. This is in sharp contrast to 15 years ago, when 57 percent were for and 42 percent were against such a ban on what are now the firearms of choice of so many American firearms owners.

In Gallup’s words, “Relatively few key subgroups favor stricter gun control laws today, whereas in 1991, all did…Democrats, Eastern residents, members of non-gun-owning households, and women were among the few subgroups to favor a ban on handguns in 1991, but now no key subgroup has a majority.”

Combine these findings with the fact that firearms sales have increased year-over-year for 19 straight months and that November and December 2011 saw record high point-of-sale background checks. It appears that our constitutional right to keep and bear arms is being exercised, or approved of, by ever-greater numbers of law-abiding Americans.

Best of all, violent crime has been steadily decreasing to numbers not seen since the early 1960s, with firearms acci-dents continuing their drop to a record low and now constituting less than one-half of one percent of all fatal accidents in this country.

Welcome trends, indeed!

You SHould Know

Sixty percent of the public now prefers that the government enforce existing laws and not pass new laws, while only 35 percent prefer passing new laws.

SHB0412_YSK.indd 23 3/9/12 3:01 PM

24 ❚ SHOT BUSINESS ❚ APRIL/MAY 2012

UPDATE LARRY AHLMAN, PRES IDENT, AHLMANS GUNS, INC . , MORRISTOWN, MN

FROM MY S IDE OF THE COUNTER

Retailer Compliance TrainingNSSF helps fi rearms retailers be ATF-compliant

A s a longtime member of the National Shooting Sports Foundation (NSSF), I try to take advantage of the member benefits as much as possible. NSSF works very hard to provide

a number of benefits that help reduce costs to the retailers in their day-to-day operations. Recently, NSSF has beefed up a member-benefit program, one that makes a staff of advisers available to pro-vide compliance training to federally licensed firearms retailers in their stores. We all know how important it is for retailers to comply with the Bureau of Alcohol, Tobacco, Firearms, and Explosives’ (ATF) rules and regulations. NSSF recognizes this as well, so in its continual effort to find ways to assist firearms retailers with their businesses, NSSF has enhanced an important benefit of membership.

In that regard, NSSF has added three new advisers to its popular retailer-compliance program. Now, four former ATF officials, who have performed hun-dreds of retail-store compliance inspec-tions and audits during their tenure with the agency, are available to provide FFLs with the best possible service and training in the industry.

The program is very straightforward and easy for firearms retailers to utilize. I contacted the NSSF office and requested to be on the list of stores to be visited. NSSF coordinated my available dates with the compliance advisers’, and I was imme-diately scheduled. NSSF is engaging in a co-op program with the stores. The store pays a fee of $499 to the adviser, and NSSF pays the adviser’s remaining fee, plus all his travel expenses.

My experience is just another reminder

that it really pays to become an NSSF member.

On the day of the store visit, I made sure all of my staff was there so everyone could be involved with the training. The adviser arrived first thing in the morning. He asked me several questions about my store and its operations. One particular question he asked after reviewing my

business structure was about any possible changes we were considering. He stressed the need to have any new busi-ness entity licensed before any asset trans-fer is consummated.

Actually, we were thinking about changing our business, and the adviser’s comments were very helpful. I gave him a store tour and a meet-and-greet with all of my employees. Once that was over, he immediately went to work. At each of the areas in which the consultant worked, he

took the time to explain what he was doing and why. The consultant handled himself very professionally throughout the entire day, busily working with the staff, poring over paperwork, and asking questions of my staff and me.

At the end of the day he pulled every-one together to go over his notes on our store. Each of my employees and I had a notebook handy and were ready to start recording his advice. The adviser carefully took the time to review my complete compliance practices. He left no stone unturned. The information that was cov-ered ran from receiving procedures to handling the bound book, 4473 paper-work, proper filing, multiple-handgun reports, and inventory. He reviewed his findings for each area with each employee in specific detail.

The compliance consultant was able to highlight areas in the store to which we needed to pay more attention. He praised our store for all the things we were doing right, and even took the time to help us do our jobs even better. The results of the visit were amazing to our staff. We came away with a fresh look at our store’s oper-ations, and the store employees and I felt very empowered by the approach that the adviser took.

The adviser stressed training through-out the visit, and I will evaluate the avail-able options to administer that training.

On the whole, the total experience was invaluable. I’m very pleased that NSSF makes such a program available to its retail members, and to have had the opportunity to take advantage of it.

Four former ATF offi cials, who have performed hundreds of retail-store compliance inspections and audits during their tenure with the agency, are now available to provide FFLs with the best possible service and training in the industry.

SHB0412_MYS.indd 24 3/9/12 12:13 PM

Use of Department of Defenseimage does not imply orconstitute DoD endorsement.

MK25Now available, the SIG SAUER® MK25 with MIL-STD-1913

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BN_042255_SHB0512.indd 1 3/7/12 12:00 PM


by scoTT besTulFY I

Going PublicAre consumer shows worth your time?

It’s pretty easy to get pumped up for shindigs like the annual SHOT Show, rep group events, and dealer group meetings. That’s where we get to see the latest and greatest products, order inven-

tory, and hobnob with industry colleagues and insiders.

But consumer shows? Sounds like a long weekend (or more) of putting up with a sea of tire-kickers who ask dumb questions and keep their hands on their wallets—unless they’re buying a $10 glass of beer or a ticket to watch Twiggy the Water-Skiing Squirrel.

Joe Keffer doesn’t see it that way. Keffer, owner of The Sportsman’s Shop in New Hol land, Pennsylvania, and the SHOT Bus-iness 2011 Retailer of the Year, has attend-ed the Eastern Sports & Outdoor Show for the last 24 years. Located in nearby Har-risburg, this nine-day extravaganza in early February is among the largest of its kind.

It’s also an event that Keffer views as a gold mine of opportunity. “I don’t see a whole lot of gun shops that maintain a big, or lasting, presence at Harrisburg,” Keffer says. “But it’s an important show for us, and one that’s an annual event on our business calendar. Sure, it comes at a busy time, but I look at it this way: 300,000 people come

through that place in one week. That’s a lot of potential customers, and most of them are within a day’s drive of my shop.”

Keffer has learned a lot about succeeding at consumer shows from his experience at the Harrisburg event. What follows, then, are his four top tips for doing just that.»Call In the CavalrY: “We keep our home store open while we work Harris-burg,” Keffer notes. “So I call in every warm body I can to help me out at the consumer event—friends, family, and every part-timer that can fit a shift into his schedule. It takes a lot of people to keep our booths running. I tell everyone to wear comfortable shoes and bring plenty of Red Bull!”»lean on CompanIes: “We currently work with 12 different companies that are involved in varying capacities,” Keffer notes. “Some just send us really great displays and signage that we use in our booth, and some send reps that stay for the entire show. In

my opinion, this is the best way, as consum-ers get a great look at their new product from someone who’s intimately familiar with it. We’re getting bigger and bigger in this area; as more companies learn about our presence at this show, they’re approach-ing us and asking, ‘How can we get in?’”»promote the latest and greatest: “One thing that’s really driven traffic for us and keeps people coming to our booth is that we try to get delivery of some new product that’s creating buzz and let people buy it right there at the show,” Keffer notes. “This year we were able to get the new Thompson/Center Dimension—a switch-barrel rifle that shooters were really excited about—and have it for display and sale. We were told that we made the first retail sale of the Dimension for 2012 at the show. That’s a nice feather in our cap, and everyone was pretty excited.”»send ’em to the shop: Obviously, having a presence at a huge venue creates all kinds of marketing opportunities for Keffer’s home store, and he takes full advan-tage. “One of the golden rules of selling is to find ways to expand your shop without the costs of physically expanding your shop,” he says. “Our presence at Harrisburg has resulted in many, many long-term cus-tomers who travel to our store now, and their first exposure to us was that show.”

Create a Footprint

Joe Keffer’s The Sportsman’s Shop has been a growing presence at the Eastern Sports & Outdoor Show each year, but he cautions that how you grow is as important as the growth itself. “When we first started expanding, we thought it was a good idea to have a presence in each of the venue halls there,” he says. “That was a logistical nightmare, and confusing to show-goers. We’ve learned it’s much more effective and practical to keep everything in a central area. Creating a big footprint makes your booth a destination spot that show-goers seek out every year.”

Many retailers view consumer shows as a drain on staff and finances, offering more browsers than buyers. But when approached properly, the right show can help you move exciting new product and introduce your store to a larger customer base.

SHB0512_FYI.indd 26 3/9/12 12:06 PM

BN_042441_SHB0512.indd 1 3/7/12 10:40 AM


by david draperf ir ing l ine

Flexible ResponseMossberg’s modular FLEX shotgun lends itself to infinite adaptability

W hether it’s a nod to our fathers and their hot rods or the product of a stickers-and-stars educational system, we’re a generation that loves to brand our gear as unique. Design something that combines that drive

to be different with ultimate versatility and infinite adaptability, and you’ve created what could be called the perfect product. In the gun world, there’s no greater example of the combination of utility and individuality than the mod-ern sporting rifle (MSR). Now shotgunners can get on the AR-style bandwag-on, too, with the easy adaptability and quick customization of the new Mossberg FLEX line of shotguns and accessories.

Similar to the MSR, the FLEX system is based on a sin-gle FLEX-fitted receiver that features an innovative Tool-less Locking System (TLS), allowing for the near-instant swapping of stocks, forends, and recoil pads. This patented system offers FLEX owners one-gun versatili-ty that goes from home-defense weapon to hunt-ready shotgun in under a minute.

“We think the consumer will understand and appreciate the ability to use one shotgun sys-tem for multiple applications,” says Tom Taylor, vice president of sales and marketing for O.F. Mossberg and Sons. “The sys-tem can be used for multiple shooters and situations, such as family members of different stature, differing layers of clothing, or varying needs when wearing tactical protec-tion and body armor.”

Lift and TwistThe backbone of this unique modular system is a proprie-tary mated receiver/stock con-nection that tightly and secure-ly locks in place with a tool-less release latch. With just a lift and twist, users can instant-ly change stocks among a cur-rent selection of six models, including three different-length full stocks (12, 13, and 14 inch-es) and a four-position adjust-able hunting stock. For the military- and law-enforcement-minded, the full stocks can be

swapped for a six-position adjustable tactical stock or a cruiser-style pistol grip.

To help minimize felt recoil and further adjust length of pull, three different recoil pads can be switched out with a sim-ple push of a button at the rear of each full stock, creating a gun that grows with the shoot-er or changes for specific shoot-ing and hunting applications. Push the forend release latch and change the standard slide to a tri-rail tactical grip—com-plete with pressure-pad cutouts for adding light or laser switch-es—and the Mossberg FLEX is ready for anything from breach-ing doors to crowd control.

Plug and PlaySet aside any misgivings you might have about a shotgun that disassembles so easily. Mossberg’s engineers have come up with a solid yet sim-

ple connection system that offers fail-safe performance. I shot the FLEX on the range with the tactical stock and slug barrel in place, then easily swapped to a traditional stock and smoothbore for an after-noon quail hunt. At no time did I feel the integrity of the gun was compromised by its plug-and-play-type design.

Customizing a shotgun to fit the consumer’s needs doesn’t end with just the FLEX con-cept. The system is based on an original Mossberg receiver design, allowing the company’s extensive line of replacement and special-purpose barrels to add a near-infinite variety of versatility to a multi-use gun.

To help support the antici-pated consumer interest in the project, Mossberg is launching the FLEX with a forward-thinking marketing campaign. (203-230-5300; flexyour mossberg.com)

The author testing the new Mossberg FLEX in South Carolina. The modular shotgun features an innovative locking system that allows the near-instant swapping of stocks, forends, and recoil pads.

Sealing the Deal The beauty of the Mossberg FLEX is the ability to hit a number of different sales niches, from the one-gun-for-everything guy to the customer who loves to custom-ize. If your shop skews to a certain type of customer, it makes sense to display the Mossberg FLEX that fits that profile. To that end, Mossberg is initially offering 11 dif-ferent base SKUs, from basic all-pur-pose shotguns to tac-tical and hunting-specific models.Set up a freestand-

ing display or end-cap that features the blue-and-yellow FLEX logo, and have some accessories out of the package on the gun counter. By grabbing the customer’s atten-tion, you can start the conversation to show how easy the conver-sion is. Giving cus-tomers a hands-on demo really sells the entire system, which quickly translates into add-on sales, from FLEX-specific parts to additional barrels, sights, and other accessories.

SHB0412_FIR.indd 28 3/9/12 12:03 PM

www.FlexYourMossberg.com

Unparalleled shotgun modularity with an

innovative new Tool-less Locking System (TLS) of

quick-change stocks, forends and recoil pads.

Combined with the expansive selection of

Mossberg interchangeable barrels, the Flex System

is extremely versatile, allowing virtually endless

configurations for any style, fit or application.

Go ahead… Flex Your Mossberg.

INTRODUCING

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BN_042336_SHB0512.indd 1 3/6/12 11:16 AM


undercover shopper

pixel pushers

Cluck, Yelp, and PurrBuying a youth-model turkey-hunting shotgun in central Ohio

O hio is known for its excellent wild-turkey hunting, and just after the 2011 spring season, I shopped four independent gun stores in the central part of the state, looking for a youth-

model turkey gun. I have five young grandsons, and hope they all will one day hunt with me as they come of age. That was the prem-ise with which I approached each store, telling the proprietors I was looking for a safe, 20-gauge turkey-hunting shotgun that could be passed down through various kids. I had just recently gone through the steps of making such a purchase myself—ultimately choosing a Mossberg Model 500 Super Bantam (Turkey)—so I already had a pretty good idea of what shotguns on the market would fill the bill.

Store AThis relatively large store sits along a state route in a small, north-central Ohio town. An elevated sign marks the location well—you can’t miss it. I arrived about mid-morning on a Monday, and not sur-prisingly, the store had only a few custom-ers at that time of the week. As I approached the gun counter, I was greet-ed by an older employee who I later learned had worked at the store for 15 years. A serious shot-gunner, he told

me he had been a shooter all his life, and even showed me photos of the mourning doves he and his hunting buddies had killed last fall.

He began by showing me a Mossberg youth-model turkey shotgun (the same model I had purchased several months previous), then a youth-model Remington for $100 more, then a Browning for $100 more than that. He also said he had single-shot shotguns available (H&R and

Rossi) in 20-gauge for less money (ranging from $129 to $179),

but didn’t recommend them for kids because of the safety concern of manipulating an external hammer. He also said he would normally have even more youth-model turkey guns on display, but since the turkey-hunting season had just ended, his inventory was down somewhat.

Store BAlso located along a state route in north-central Ohio (about 25 miles east of Store A), this establishment is the size of a small “big-box” store and well known by area outdoorsmen. I arrived on a Tuesday dur-ing the noon hour to find the store busy with shoppers. Upon approaching the gun counter, I was greeted promptly, but the first employee waiting on me told me he didn’t think he had any youth-model tur-key shotguns. He then asked another employee, who first produced a high-priced camo Benelli, then a high-priced camo Browning. I had to ask to see the youth-model camo Mossberg sitting on the rack right behind him.

The store had a relatively good selec-tion of shotguns for the purpose I’d requested, but the employees didn’t seem to know it. They also didn’t say anything about the possibility of ordering me a gun, should I want to go that route. I stayed at the gun counter about 15 min-utes, asking various questions, then

went to the store’s large fishing department. There I inquired

about a certain lure, and the employee took me directly to it and showed me various

models, sizes, and colors. Everything else being equal, knowledgeable employees make all the difference.

Store CLike Store B, this large independent—located just over 30 miles east of the state capital of Columbus—is the

SHB0412_UCS.indd 30 3/9/12 12:15 PM

BN_041362_SHB0512.indd 1 3/7/12 2:55 PM


undercover shopper

size of a small “big-box,” with a very complete firearms section. I arrived late morning on a Wednesday. The store had customers perusing the aisles but was not crowded, and I was directed to the gun section by two employees just inside the front door. Approaching the gun counter, I was waited on immediately.

My experience in this store nearly mir-rored that of Store A. The only difference was that I was waited on by a younger employee. When I told him what I was looking for, he mentioned that he was in the process of teaching his young son to hunt, and that gun safety was his primary concern. He also mentioned that recoil is always an issue for young hunters, and recommended choosing a shotgun that is

a little heavier rather than a little lighter to reduce felt recoil.

That said, he began showing me vari-ous youth-model turkey-hunting shot-guns, beginning with a Mossberg and moving up the price scale to Remingtons, Brownings, and eventually Benellis. He seemed genuinely interested in having me see the full range of shotguns available to make an informed decision, but he also did not push any one make or model.

Store D Back in north-central Ohio, this shop reminded me of those old-fashioned hunt-ing and fishing stores so ubiquitous in America years ago, where they stocked a

little of everything: guns, fishing tackle, bowhunting equipment, traps, and so on. The only downside to that style of out-door retailing is that there is not a lot of any one item, guns included.

Two employees greeted me on a Friday, mid-morning, and showed me the one youth-model Mossberg they had in stock. Other than that, they said they could order any shotgun I wanted, and pro-duced a catalog for me to look through. The place was quaint, and probably sur-vives because of outstanding customer service. While I was there, a customer was having a riflescope bore-sighted, and the store appeared to be the place for seri-ous bowhunters to have their equipment tweaked to perfection.

how’d they Do?Customer Service

Product Knowledge

Product Availability

Winner: store

A

store

CAs you may have guessed, it’s a tie between stores A and C. i’d recommend buying a youth-model turkey-hunting shot-gun from either store, and feel confident that both stores would back up any issues that might arise after the sale.

Sportsman’s Den201 North Gamble st.shelby, Oh 44875419-347-3007sportsmansden.com

Buckeye Outdoors150 Arrowhead Blvd.hebron, Oh 43025740-928-3474vanceoutdoors.com

��

store

Ain a word, outstanding.

��

The salesman has been a serious shotgunner all his life, and it shows. he really knew his products.

��

The store had a good selection of various youth-model turkey shotguns on the rack.

��

store

B i was waited on promptly, but that’s about where it ended.

��

The first employee who waited on me didn’t think the store had any youth-model turkey guns. One was sitting on the rack right behind him.

��

Again, the employees didn’t know what they had.

��

store

CThe employee took the time needed to

answer my questions and show me various shotguns in the requested category.

��

The salesman knew what he had—and what i needed.

��

The store had a good selection of youth-model turkey guns in various price ranges.

��

store

DTwo employees immediately greeted me

when i entered the store and attempted to meet my request.

��

The salesman had an idea of what i wanted, but just couldn’t produce it, other than in a catalog.

�

Very limited inventory; only one shotgun suited my needs.

SCOring SYStem: Outstanding: �� Very Good: �� Average: �� Fair: �� poor: �

SHB0412_UCS.indd 32 3/9/12 12:15 PM

BN_042385_SHB0512.indd 1 3/6/12 12:06 PM

The Lightning-Fast Lever Action for the New West...

Whether you’re riding out on four legs or four wheels, Rossi’s Ranch Hand is ready for

the task at hand. The Ranch Hand is a smooth 6-shot lever action that carries and stows

easily, weighing in at a mere 78 ounces and an overall length of just 24 inches. Available

in a Case Hardened or Matte Blue fi nish with beautiful Brazilian hardwood stock, the new

Ranch Hand is ready to earn its keep.

Available in .38/.357, .45 Colt or .44 Magnum calibers.

BN_042182_SHB0512.indd 1 3/6/12 10:25 AM

APRIL/MAY 2012 ❚ SHOT BUSINESS ❚ 35

Four days of bumping shoulders and face-to-face nonstop business. What’s not to like?

A ny way you slice it, SHOT Show 2012 was a roaring success. Smashing the old record for

attendence was only one highlight of this year’s edition. Consider the follow-ing stories, all drawn from the pages of SHOT Daily, as a snapshot of the show. For those who didn’t make it to Las Vegas, our special section will give you an idea of what you missed—and why the show should be on your calen-dar for next year. Without a doubt, it’s really a case of, “You had to be there!” CONTRIBUTORS: CHRISTOPHER COGLEY, DAVID DRAPER, PETER B. MATHIESEN, ROB STAEGER, AND SLATON L. WHITE

S H O O T I N G , HU N T I N G & O U T D O O R T R A D E

SHB0512_SHO_03.indd 35 3/14/12 11:03 AM


THROUGH THE GLASS, CLEARLY

No matter how you measure it, Carl Zeiss is big. Founded in 1846, the world-renowned com-

pany has 25,000 employees and is a lead-er in microscopy, semiconductor manu-facturing technology, surgical systems, eyeglass lens construction, camera lens design and construction, and industrial measurement technology. Revenues exceed $4 billion. And yet its Sport Optics Division, while offering a superb array of products, has often played little brother to the rest of the company. That is about to change.

THE FIRST STEPTwo years ago, Richard Schmidt was installed as the new worldwide president of Carl Zeiss Sports Optics (CZSO). A sales and marketing executive known for his leadership skills and team-building

abilities, Schmidt is, the company believes, the right guy at the right time.

“I like to surround myself with experi-enced sales and marketing executives,” he says. “I recruit people who really know their markets and provide the leadership tools and investments to make them suc-cessful. Then…I let them run.”

Immediately upon assuming the reins, Schmidt put that philosophy to work, hiring industry-leading sales and market-ing executives, consumer optical-product engineers, and the best product special-ists from all corners of the sports-optics industry. Most important, Schmidt com-mitted to heavy investment in product research and development. “The idea,”

he says, “is to create award-winning new products that can drive revenue and gen-erate consumer excitement.”

THE SECOND STEPOne of the most important benefits of Schmidt’s grand strategy has been a recommitment to the Sports Optics Division; a key appointment was the recent recruitment of an industry veter-an to lead the division’s new direction. Michael A. Jensen, who has 30 years of sales and marketing experience with such brands as Swarovski, SIGARMS, and Marlin , was appointed president of the Sports Optics Division last fall.

Jensen quickly put together a seasoned management team that he believes will carry Zeiss through five years of rapid growth. “People make this industry run, not brands, and I feel I have the best peo-

ple in the industry,” he says.Jensen also notes that the new sales

structure “will engage our dealers at a level never seen before. Our targets are clear, and we have the products to back it up. ” This isn’t just idle talk. In 2012, Zeiss will launch four new family classes with dozens of products in these classes. And there’s more on the way in 2013.

“The last two years of R&D invest-ments are now bearing fruit,” he says. “The positive energy around here is incredible. My staff feels it, the sales force feels it, and the dealers feel it. If we do our job and stay focused, consumers will see it and feel the difference as well. ” (800-441-3005; zeiss.com/sports)

Military work, more often than not, requires multi-task-ing. Even during downtime, streamlin-ing the most seem-ingly mundane opera-tions can make a big difference. In work-ing closely with the folks on the front lines, soliciting feed-back and input on the design and func-tionality that would best serve their needs, Leatherman found one-hand operation—in all aspects—to be high on their list of wants and needs.

The result is the Leatherman OHT, the first one-hand-operable multitool. Incorporating a blade and pliers, it has all the tools a soldier would expect, and they can all be opened with one hand, with the pliers in open or closed posi-tion. The OHT has four screwdrivers, a saw, threading for #8-32 rod-attachment, two

knives, a bottle/can opener, a V-notch strap cutter, an oxy-gen wrench, and inte-grated lanyard rings. Every feature locks for safety . For use in blackout situations, OHT handles are imprinted with the outline of the tool just underneath for tactile identification.

In addition, the spring-loaded pliers open smoothly with just a snap of the wrist. The spring action also makes it easier to get a grip for all the wire cutting done in day-to-day operations, and the 154CM replaceable wire/hard-wire cutters will keep an edge lon-ger than regular steel.

Covered by a 25-year warranty, the OHT will begin ship-ping worldwide in August 2012 in either black or Coyote Tan with a nylon MOLLE sheath. SRP: $82. (800-847-8665; leatherman.com)

LEATHERMAN’S BETTER IDEA

Left to right: Michael A. Jensen, president, Zeiss Sports Optics Division (U.S.); Frank Michel, head of riflescope pro-duction; and Richard Schmidt, worldwide presi-dent, Carl Zeiss Sports Optics, inspecting scope components at the CZSO factory in Wetzlar, Germany.

SHB0512_SHO_03.indd 36 3/14/12 11:03 AM


▶ Meggitt Training Systems, part of Meggitt Defense Systems, provides training systems and defense systems used by militaries and law enforcement and secu-rity agencies around the world. For the 2012 SHOT Show, the Georgia-based company introduced Outdoor XWT, a rugged, wireless target-retrieval system. “Wireless is now the industry stan-dard for most every-thing, and targetry is no different,” says David O’Meara, vice presi-dent of law enforce-ment sales. “The XWT was the first wireless, 360-degree-turning target-retrieval sys-tem. Now, range own-ers can take this same cost-saving technology outdoors.”

Operated wire-lessly via a touch screen, Outdoor XWT is designed to with-stand the harsh condi-tions that live ranges are exposed to on a con-stant basis. (800-813-9046; meggitttrain ingsystems.com)

Meggitt goes Wireless With its neW target retrieval XWt

SHOT Business Award winners included (left to right): Phil Murray, Manufacturer Rep of the Year; Joe Keffer and son, Anthony, of The Sportsman’s Shop, Retailer of the Year; Toxey Haas, Mossy Oak, Man-ufacturer of the Year; and John Monson, Range of the Year. Bottom: Frank Brownell, Person of the Year.

SHOT BuSineSS HOnOrS induSTry LeaderS

SHOT Business honored six industry leaders at the Bonnier Outdoor

Group breakfast at the SHOT Show this year. The honorees were Retailer of the Year, Joe Keffer, the Sportsman’s Shop; Distributor of the Year, Big Rock Sports; Manufacturer’s Representative of the Year, Phil Murray, White Flyer Targets; Range of the Year, John Monson, Bill’s Gun Shop and Range; Company/Organization of the Year, Mossy Oak; Person of the Year, Frank Brownell, Brownell’s.

The annual SHOT Business Awards acknowledge industry trailblazers who preserve and promote America’s hunting and shooting heritage.

“Simply put, the winners of

these awards represent the best in every field,” said Slaton L. White, editor of SHOT Business. “The SHOT Business Awards recognize and acknowledge leadership in the shooting sports industry and the communities in which our representatives reside. Each of these winners are top-notch in their respective fields, but in addi-tion they give back to the indus-try and the communities in which they operate. They are, as well, politically active, to varying degrees, in the ongoing challenge of bequeathing the heritage of our sports to future generations of Americans.”

“I’m extremely proud of this award, and I have the greatest appreciation for the selection com-mittee,” said Frank Brownell, who

joined NSSF’s Heritage Fund, funded the NRA Summer Youth Shooting Camp Endowment with $500,000 and the Law Enforce-ment Patrol Rifle Instructor Development Program with $253,000, and offered scholarships to a number of gunsmithing stu-dents—all in the name of helping to guarantee Second Amendment rights for sportsmen. “I was raised on outdoors magazines, so I’m pleased to receive this at the break-fast and see the steps the Bonnier magazines are taking to look at the future, and the steps they’re taking to succeed.”

“This is living the dream,” said Joe Keffer, who also serves as president of NSSF’s Retail Advisory Committee and sits on the NSSF’s Board of Governors.

The new Outdoor XWT allows tar-get retrieval with-out the mess of cables.

SHB0512_SHO_02.indd 37 3/9/12 3:12 PM


▶ It is now, 16 years later, a famous story. Kevin Plank, who had been special teams cap-tain for the University of Maryland football team, was wearied by the number of times he had to shuck the sweat-soaked cotton T-shirts he wore under his Terrapin jersey. He noticed that his com-pression shorts, how-ever, stayed dry during intense workouts. That observation led to the “Aha!” moment: “Why can’t I wear a T-shirt made of moisture-wicking materials?” With that in mind, Plank set about to create that T-shirt.

The rest, they say, is history. And although the Baltimore-based company is known pri-marily for its athletic wear, it has moved boldly into the hunt-ing arena, first with base layers and now outerwear and foot-wear. I had the oppor-tunity to hunt with senior product line manager Mark Estrada in Minnesota last fall, and at lunch, as we warmed up over thick

soup (after braving 35 mph winds in sway-ing ladder stands), we talked about the Under Armour philosophy.

“It’s all about per-formance,” Estrada says. “The brand was founded on a perfor-mance T-shirt. It was all about outperforming the competition—get-ting that winning edge—and I think that carries through everything we do. And gaining that edge obviously has a great tie-in to hunting.”

The company’s approach is to create pursuit-specific hunt-ing wear. For instance, Estrada says, “Our new whitetail collection is built around scent

control; to that end, we use a proprietary odor-absorbing technology—UA Scent Control.”

Estrada says Under Armour will aggres-sively promote the new line. “We built our brand around the concept of performance, and we’re taking that same approach here and will make the ‘case against carbon.’ Our products outperform carbon, and we’re going to let hunt-ers know it.”

Big-game clothing will display a run-and-gun attitude. “It’s about hunters who climb for elk in steep, timbered terrain. It’s about hunt-ers who stalk mule deer or antelope in sagebrush

flats and rolling prairie. Here, the emphasis will be on outerwear that is not only lightweight and very packable, but will have superior ventila-tion qualities as well. But maybe the most impor-tant aspect will be fit. While our whitetail line is built with a looser fit for the hunter who will sit in a stand all day, the run-and-gun gear will have a tighter fit known as ‘game-day fit.’ It’s a fit-ted construction, similar to our UA CompFit foot-ball jerseys.”

In essence, the cloth-ing reinforces the idea of pursuit and maximum effort. Estrada knows fit is all-important to Under Armour’s core

audience of athletes. To them, fit is fashion, and fashion is an important reason why they buy Under Armour.

Estrada also says the company has worked very hard to create a look that separates Under Armour from the rest of the crowd. “We felt everything looked the same. So, we sat down and asked our-selves, ‘How far can we push the envelope?’”

Pretty far, judging by the outerwear we wore on the hunt. Even the blaze-orange caps had a distinctive, aggres-sive look.

“We know that young hunters want to look good, whether

they’re in a treestand or hanging out with friends,” Estrada says. “At the same time, though, the gear has to perform in the field.”

To support deal-ers, Estrada says Under Armour will have POP signage and floor dis-plays designed to drive sales. The company will also put its money where its mouth is. According to Estrada, Under Armour will focus heavily in 2012 on the launch of the scent-control clothing campaign. The “Case Against Carbon” is one way to put the compe-tition on edge. (888-427-6687; underarmour.com)

THE UNDER ARMOUR PHILOSOPHY

ATK announced Sprague’s Sports, based in Yuma, Arizona, was the latest winner of its Dealer of the Year Award. Every year ATK selects an independent retailer that stands out from the rest of their wide and diverse dealer base. This year Sprague’s Sports, along with its proprietor, Richard Sprague, was recognized because of the breadth of ATK product lines it carries, noteworthy growth in accesso-ries, and its great participation in co-op and other ATK programs.

“Richard and his staff do a great job,” said Bart Biedinger,

manager of retail and rep services for ATK. “The achieve-ments of his business, his dedication to our brands, and the loyalty he has shown since day one are recognized today.”

“This is an extreme honor to be recognized by ATK,” said Sprague. “Nobody does more to help dealers be profit-able and professional. We’ve been around for 35 years and they’ve always been helping dealers succeed.”

SPRAGUE’S SPORTS IS ATK DEALER OF THE YEAR

Ron Gissendaner (left) and Richard Sprague (middle) received their award from ATK’s Bart Biedinger (right).

Scent Control was engineered for Under Armour using Agion Active odor elimination technology (agion-tech.com). It uses silver-based antimicro-bials to create a dual-function odor-control material.

SHB0512_SHO_03.indd 38 3/14/12 11:04 AM


SHOT SHOW univerSiTy SeLLS OuT

Nearly 300 dealers found something to do the Monday before the SHOT Show, and it wasn’t gambling or a helicopter ride to the Grand Canyon. It was attending day one of NSSF’s SHOT Show University. For nine years, NSSF has assembled lecturers, training

experts, renowned business professionals, and authors from across North America. Topics rang-ing from ATF compliance, to managing your message with the local press, to learning how to improve searches on your store’s website, along with countless others, have been covered in Landau Hall’s room 4202 of the Venetian Convention Center.

“With the entire program again sold out, we are considering expanding the University next year. However, dealers should commit to the program early to make sure they can get in,” says Randy Clark, NSSF’s managing director, business development.

Gun retailer Joe Keffer says, “The inventory-control class has helped me see another part of my business that needs fine-tuning.”

Even the big boxes have much to learn about dealing with the ATF. “This was my first SHOT U., and the ATF segment was invaluable. The course helped take much of the frustration out the process,” said Travis Glover, senior corporate firearms compliance manager for Cabela’s.

remington unveils limited-edition model 700 it’s 1962. John Glenn becomes the first american to orbit the Earth in Friendship 7; the rolling Stones perform for the first time at london’s marquee Club; and Walter Cronkite first sits in the anchor chair for the CBS Evening News. Oh, yes, there was also something else known as the Cuban missile Crisis.

But the big event, really, was another first—remington’s introduction of the

model 700 bolt-action rifle.

arguably one of the greatest rifles in american history, some 5 million model 700s have been sold during the past 50 years, and it currently is available in more than 40 calibers. But one caliber, above all, is special to this rifle—the 7mm remington magnum, which was also introduced that year.

To celebrate the occasion, remington will offer a special

limited-edition model 700 BDl in 7mm remington magnum throughout the year. For dealers, it’s an opportunity to sell customers a piece of american history.

What makes the model 700 so special?

“in a word, perfor-mance,” says John Fink, remington’s senior product man-ager for rifles.

“When you boil it down, the model 700 is quite simply the strongest rifle—and the strongest action—in the marketplace today. it is a simple rifle, but one that delivers great out-of-the-box accuracy. it’s a design shoot-ers around the world have come to trust. So, is it any wonder that many custom gunsmiths start with a model 700 action?”

When the model 700 was introduced, he says, “it became the new standard for bolt-action rifles. So, we’re commemorat-ing that in 2012 with a 50th-anniversary ver-sion of the model 700 BDl. To create this rifle, we took an origi-nal 1962 stock out of our inventory and had it digitized [so it could be replicated on modern machin-ery]. We wanted the look to resemble the original as closely as possible. That’s why we also opted for a satin finish. most people today, when they think of the BDl, think of high gloss, but in 1962 the gun had a satin finish.”

The anniversary version utilizes grade B walnut, which is one grade higher than is typically found on the

gun. The commemo-rative rifle will also boast a special floor plate denoting its unique status. “The guns that dealers and customers will see will have a lot of fig-ure—a lot of grain—to them, which will really set them apart from anything else on the shelf,” he says. “We’re also doing a 24-inch barrel to complement the cartridge that is being offered in this special edition—the 7mm rem. mag.”

in many ways that cartridge was as responsible for the success of the model 700 as the rifle itself. “The two really complement each other,” Fink says. “remington, being both a firearms and an ammunition com-pany, put a lot of development work into both. The 7mm remington magnum is one of the most popular belted mag-num cartridges in the world today, and we are very proud of that. Srp: $1,399. (800-243-9700; remington.com)

John Fink, Remington’s senior product manager for rifles, used the 50th Anni-versary Model 700 BDL on a Kansas deer hunt last fall. The limited-edition rifle has a commemorative floor plate.

SHB0512_SHO_02.indd 39 3/9/12 3:12 PM


ALLIANT’S BLACK MZ PRIMED TO IGNITE

▶ As a company that produces propellant for factory ammuni-tion as well as pro-pellant for reloaders, Alliant Powder has more than its share of propellant experts. “We’re pretty deep on propulsion and propel-lant technologies,” says Drew Goodlin, direc-tor of new-product development for ATK. “And those folks have worked on specifica-tions for blackpowder substitutes that have allowed us to develop this new, unique solu-tion—one that is really driven on the premise of being much cleaner, more resistant to the effects of moisture, and a lot less corrosive.”

What they came up with was a powdered propellant called Black MZ. It’s Alliant’s first entry into the black-powder market, and it’s a doozy.

Ignition was a big piece of the puzzle, says program manager Anne Beihoffer. The team wanted to achieve the muzzle velocities

expected of blackpow-der, but at lower inter-nal pressure. “It makes it an overall safer sys-tem,” she says.

The velocities are important because of the plastics involved, says Goodlin. “Most of these guns shoot a sab-oted bullet, and that plastic has got to sur-vive the interior ballistics of launch. You hit it too hard, you have a chance of failing that sabot; you have a chance of inter-rupting that separation of the sabot from the bullet. But a consistent lower pressure should aid you in that.” In a nut-shell, the lower pressures allow the bullet to travel as far as it needs to, without the loss of accu-racy that damage to the sabot would cause.

Another improve-ment on traditional blackpowder is Black MZ’s resistance to mois-ture. “We tested to look at how much water the powder sucks up, and then the reliability of the firing situation after it’s been exposed to humid conditions, and we’re really pleased with the results,” says Beihoffer. After extensive stor-age in humid condi-tions, Black MZ tested

at only a quarter of the hygroscopicity of even the best of other lead-ing propellant brands (measuring only 2 per-cent moisture, where the leading competitor measured 8 percent).

“This propellant is so moisture-resistant that, when exposed to moisture, it still pro-vides very good per-formance, where com-petitive products would be rendered useless,” says Goodlin. “When hunters hunt in the rain or in wet snow, like where I grew up in Pennsylvania, our solu-tion is going to work.”

“It’s more resis-tant to those humid

environments and still fires reliably,” says Beihoffer. The pow-der still ignites, propel-ling bullets at a decent clip in conditions where other propellants suffer greatly in muzzle veloc-ity, or fail entirely.

Nothing’s com-pletely corrosion-free, but Beihoffer describes Black MZ as “virtually non-corrosive.”

“The studies that we do on similar bar-rel materials are quite extensive and quite con-trolled,” says Goodlin, “and with our materi-als the amount of cor-rosion present was very minor.” That’s no small matter. After firing five rounds of Black MZ and a competitor propellant, the difference in residue is visible.

One result of this is that Black MZ makes cleaning a smokepole a much easier job alto-gether. “The efficiency of the internal combus-tion is getting better and better, such that you have less residue,” says Goodlin. He advises hunters to still be dili-gent about a clean rifle, but Black MZ makes the job a lot easier. (800-322-2342; alliantpowder.com)

FGI Rep of the Year: John BenjaminThe Ray Murski Remington Firearm Rep of the Year: Russ DatsonMarlin Firearm Rep of the Year: Dave CrawfordH&R Rep of the Year: Andy RiesmeyerBushmaster Rep of the Year: Dave HollingerRemington Ammo Rep of the Year: Laden ForceRemington Law Enforcement Rep of the Year: Evan GalbraithRemington Accessory Rep of the Year: Dave Crawford

NIKON RECOGNIZES TOP SALES REPS

The Nikon Sport Optics Sales Awards are chosen by taking into consideration sales number

increases. But they also factor in unique aspects of a rep’s given territory and the efforts they put forth.

Salesman of the Year is based on the best percentage of dollar increase among all the reps individually, while Rep Group of the Year takes the best increase from a group perspective. Elite Salesmen of the Year must show an increase, but are also chosen based on marketing and promotion efforts within their territories and stores.

The James R. D’Elia award is given in honor of Jim D’Elia, whose hard work and dedication propelled Nikon into the sports optics category. Now retired, D’Elia’s strategies and ideas still influ-ence the day-to-day operations of Nikon Sport Optics and the sales teams. This award is given to the representative who demonstrates the highest level of profes-sionalism in all aspects of sales.

THE 2012 WINNERS ARE:▶ SALESMAN OF THE YEAR, Joe Palermo, Professional Marketing Inc.

▶ REP GROUP OF THE YEAR, Adventure Bound

▶ JAMES R. D’ELIA SALES PROFESSIONAL

AWARD, Waylan Owens, Owens Outdoor Sales

▶ ROOKIE OF THE YEAR, Nick Gamel, Odle and Associates

▶ THE ELITE SALESMEN OF THE YEAR,

Jon Rossow, Kurt Odle, Randy Hughes, and Josh Morse, Odle and AssociatesRocky Stewart, T.F. Gowen and SonsJason Phillips, Owens Outdoor SalesBruce Witte, Mitch Beene and Associates“Despite an economy that’s been slow

at best, our reps have gone the extra mile and challenged the normal way of doing things and achieved some dramat-ic increases,” says Randy Garrison, senior national sales and marketing man-ager. “We are thrilled to give these awards for all of the work they do sup-porting dealers and wholesalers across the country.”

FREEDOM GROUP HONORS SALES REPS

Freedom Group’s Scott Blackwell (right) congratulates the Laden Force team, named Ammo Rep of the Year.

Alliant’s Black MZ is moisture-resistant and almost entirely non-corrosive.

SHB0512_SHO_03.indd 40 3/14/12 11:05 AM


For Timney Triggers’ newest product—a hands-free device that allows physically challenged

shooters to engage their rifle’s trigger—Timney president John Vehr is making it personal.

The ember for a handicap-accessible trigger had long been glowing in Vehr’s mind. “A close friend’s father ended up in a wheelchair years ago,” says Vehr. “I helped him put Timney triggers in his guns, and lightened them up as his hand muscles have deteriorated.”

With his friend’s triggers set as light as possible, Vehr started thinking about other ways to fire a rifle without the use of one’s finger or hands. The idea

remained just an ember, until a chance meeting with another disabled shooter fanned it into a flame.

“About a year ago, I was sighting in a rifle and the guy next to me asked me to go downrange to pick up his target,” says Vehr. “He mentioned how the limit-ed mobility in his fingers was affecting his accuracy. When I told him I was in the trigger business, it was like a light went off in both our heads.”

The man, Mike Amboy, described coming up with a trigger activated by the mouth rather than the fingers. Vehr brought Amboy into the Timney Trigger shop and introduced him to Calvin Motley, Timney’s director of product development. After a lengthy product development cycle, Vehr, Amboy, and Motley came up with a product that not only worked, but could be easily installed by people with mobility issues.

The Timney Hands-Free Trigger, which launched at the 2012 SHOT Show, bolts to the trigger guard of a Ruger 10/22 and utilizes a bite-device to engage an actuator lever that pulls the rifle’s trigger. A Uni-versal Adapter Kit fits rifles of any model and caliber, letting shooters move the trig-ger among all their firearms. (866-484-6639; timneytriggers.com)

as portrayed by Hollywood, silencers are the black hat of the firearms world. most often wielded by spies or assas-sins, a gun with a silencer has become a visual cue that something dastardly is about to happen. in reality, silenc-ers—more accurately called suppressors—offer nothing but benefits for the shooter and hunter.

“They’re also legal to own in 39 states, which generally comes as a surprise to even

the most educated of gun enthusiasts. To help dispel some of the myths and mys-teries surrounding suppres-sors, advanced armament Corporation (aaC) has cre-ated an online curriculum for consumers and dealers called, appropriately enough, Can U (aaccanu.com).

“a lot of the public doesn’t even know they can own a silencer,” says John Hollister, sales manager for advanced armament. “Silencers have always been legal, but no one has ever really known that, not even a lot of deal-ers. There has been a mystifi-cation by the media that has made machine guns, silencers,

and ar-platform guns the bad guys. Can U is basically the next step in educating people.”

Through two separate courses—one for the public and another for FFl holders—Can U incorporates a series of “classes” that illustrate the his-tory, functionality, and legal-ity of silencers. The website lists the benefits of owning a silencer, which range from increased accuracy and higher velocity to reduced recoil and, of course, a quieter muzzle report. as aaC sees it, Can U shines a light on a subject that even gun owners and dealers are misguided about. (770-925-9988; advanced- armament.com)

Yes,You CAn

▶ When a major com-pany releases what it hopes will be a land-mark new product, future sales rest on the marketing strategies that follow. Add a near incalculable amount of media diversity to the mix, and it’s a daunting task to communicate with dealers and stimu-late consumer demand.

Last year, Remington followed the release of its new Versa Max Shotgun with a disarmingly old-school approach—the manufacturer invited dealers and shoot-ers alike to actually “test drive” the new autoloader at nearly 90 ranges and events across the country.

“The Versa Max On-Tour was a four-month hands-on demo program that allowed us to put the new auto-loader in the hands of hunters and shooters at ranges and gun clubs from Texas to Maryland,” says marketing man-ager Mitch Cox. “We organized our retailers, field sales, social media partners, and websites to maximize exposure

for the tour event. We wanted to tell the story of what people who used our products were saying. The Tour has let consumers experi-ence what a great prod-uct the Versa Max is firsthand.”

The Versa Max Truck is a completely self-contained rolling dis-play that can be set up and ready to show wares in less than 40 minutes. The truck carries 20 Versa Max Shotguns along with 10 Remington long guns.

Consumers are invited to demo five free shells that vary from 2¾-inch lead to 3 ½-inch steel to evalu-ate handling and recoil. At many events, guns were also available for short-term loans for shooters to evaluate point, performance, and recoil.

After spending nearly a year on the road at more than 90 events, driver and prod-uct display manager Jeremy Cooper was very pleased with the con-sumer response. (800-243-9700; remington.com)

reMington’s versa MaX road shoW

Timney’s Hands-Free Trigger has an adapter kit available to fit rifles of any model and caliber.

Timney OfferS HandS-free Trigger

The Versa Max On-Tour was a hands-on demo program that let users test-fire the new Remington autoloader.

SHB0512_SHO_02.indd 41 3/9/12 3:13 PM


S&W DEBUTS NEW CLOTHING LINEIn response to the increasing demand for versatile outdoor apparel

with an emphasis on street style and a genuine American heritage, Smith & Wesson unveiled its first line of branded apparel for men and women. Wild Things Gear (wildthingsgear.com), based in Newport, Rhode Island, was selected as the sole licensee for the Smith & Wesson line because of its long history in the alpine industry and military community as well as its expertise in utilizing modern technical materials and design techniques. The new line will be available via outdoors and shooting specialty outlets, as well as smithandwessonapparel.com.

“This line is a direct reflection of Smith & Wesson’s identity—independent, tough, and confi-dent,” says Wild Things CEO Ed Schmults. “It reflects 100 percent performance while showcasing classic sportswear.”

Schmults says Wild Things is known for its technical fabrica-

tions that place an emphasis on functional ergonomic design. For instance, the jackets incorporate pockets designed for easy extrac-tion of a concealed-carry firearm, and the pants have wide belt loops specifically designed to accommo-date a variety of holsters. Both the men’s and women’s lines will have four jackets, four vests, four pants, and four shirts with a wide variety of price points.

The garments are divided into four collections—Shooting, Range, Tracking, and Hybrid—each reflecting a facet of the S&W brand identity. The rivets, snaps, and buttons are recognizable parts of Smith & Wesson firearms and ammunition, the gun handle grip motif is present on several pieces, and a graphic of an original vin-tage blueprint of a classic S&W .38 can be seen on the lining of the jackets. Lastly, the zipper pulls are made from the hammer of a classic .45-caliber pistol. “The untrained eye may never notice, but a true S&W fan will pick up

on the details almost immediate-ly,” says Schmults.

In addition, Wild Things is designing and manufacturing a complete tactical line of apparel for law enforcement, the M&P by Smith & Wesson. The line uses high-performance technical components, including PrimaLoft synthetic insulation and Tweave fabrics. The line is engineered to exceed the needs of military and LE professionals in the worst environmental conditions, and provides a versatile range of styles that are meant to be worn alone or together.

“We chose Wild Things for these two apparel initiatives because of its 30-year heritage developing best-in-class technical, functional apparel in the outdoor and military categories,” says Harry Falber, vice president of licensing for Smith & Wesson. “Wild Things is well suited to ensure that the Smith & Wesson heritage lives on.” (800-331-0852; smith-wesson.com)

▶ Gerber Legendary Blades launched its new Tactical Dealer Program at the SHOT Show. A tiered sales program designed for the needs of the inde-pendent retailer, the Tactical Dealer Program will help dealers pres-ent Gerber products aesthetically and effi-ciently, in turn helping them to move more goods and increase their bottom line.

“The program underscores our com-mitment to our inde-pendent dealers and their business,” says Andrew Gritzbaugh, Gerber’s institutional marketing man-ager. “The program is designed to lend guid-ance and support to our dealers, while allowing for flexibility given each customer’s unique circumstances.”

Under the program, a $2,500 opening order includes four innovative in-counter display units with an assortment of American-made auto-matic knives, new tac-tical knives, and multi-tools to fill the dis-plays. The initial order also includes a Gerber Tactical banner.

Dealers can build on the assortment with a $1,600 graduated order, which includes a Gerber rolling floor dis-play and an assortment of 23 knife and tool SKUs to help round out the display. (800-950-6161; gerbergear.com)

GERBER’S NEW TACTICAL DEALER PROGRAM

Wild Things Gear unveiled at the SHOT Show its first line of branded apparel for men and women, featuring classic twill and canvas fabrics that provide function and style.

SHB0512_SHO_03.indd 42 3/14/12 11:06 AM


five minuTeS WiTH JameS deBney

Toward the end of last year, James Debney became president and CEO of Smith & Wesson, a

global firearms company in its 157th year of business. SHOT Business took a few minutes to catch up with the new CEO and get his perspective on Smith & Wesson and the challenges the industry leader faces in 2012.shot business: The M&P line has been accepted by dealers and consumers alike. What is it about the line that has made it such a success?JaMes debney: When we first started the development of the M&P pistol line, we knew it was critical to involve our customer base at the design stage, so we gathered input from customers in both the consumer and professional markets. This enabled us to incorporate several innovative concepts as standard features, including interchangeable grip sizes, ambidextrous controls, and the ability to disassemble the firearm without pulling the trigger, an important safety feature. The end result was a feature-rich design in a highly reliable, very successful pistol that yields superior performance, ease of use, and easy target acquisition.

These attributes meet the very high standards of our professional customers, and also make training and practice more effective for these users. Those professional users regularly put the M&P to the test against our competitors, and based on its sustained strong perfor-mance, have made it a very popular choice with law enforcement agencies both in the United States and abroad. Our dealers like the M&P for the same reasons, as its features make it an easy pistol to sell. sb: Smith & Wesson could be consid-ered a “heritage” brand. How do you manage to keep the Old Guard on board while appealing to new, younger cus-tomers?Jd: We have one of the world’s most iconic brands. We intend to maintain and build upon our strong base of loyal customers by continuing to deliver the world-class firearms that have made our brand recognized around the globe. For some Smith & Wesson fans, revolvers

will always be their preferred choice, and I know we will continue to please them with our renowned revolver portfolio. But today, the Smith & Wesson brand stands for much more. By offering a wide range of firearms, including polymer guns, such as our flagship M&P pistols and our modern sporting rifles—the M&P 15 is now the leading MSR brand in the U.S.—we continue to increase the value of the brand. These products are rapidly gaining traction in many markets around the world and, at the same time, bringing new generations of fans into the entire Smith & Wesson family.sb: Personal defense, fueled by the growth in CCW permits, seems to be the driving force in handgun sales these days. What does Smith & Wesson need to do to remain a key player in this category?Jd: We have an unyielding commitment to produce and bring to market self defense–oriented products that match the needs of the consumer. For example, new last year was our line of Bodyguard pistols and revolvers. The Bodyguard 380 semi-automatic pistol features a uniquely engineered lightweight, compact frame with built-in laser sights that has made it very attractive to both consumer and professional users.

ameriBag Outdoors, licensee of Browning Sporting Bags and Travel Gear, debuted its hotly anticipated Browning Concealed-Carry Weapon (CCW) handbag collection, marketed toward women shooters. The collection includes totes, hobos, messen-ger bags, and cross-body styles, avail-able in leather, micro-suede, and poly-oxford in both solids and realtree and mossy Oak camouflage patterns.

The collection is designed to combine fashion with func-tion for women who want a CCW hand-bag without sacrific-ing personal style or personal security. Each purse features a spe-cial compartment for a handgun, locking zipper, and a separate holster designed to fit securely within the CCW pocket. Each CCW pocket is designed to guide the user’s hand

directly to the firearm grip. The CCW pocket and holster have been designed to fit the most popular sizes and calibers of most handguns.

“For more than 30 years, ameriBag has been a leader in fine craftsmanship,” says Curt Shock, vice presi-dent of ameriBag. “it gives us great pride to offer women a beau-tiful, sophisticated handbag that also pro-vides a strong sense of security.”

irwin Gaffin, presi-dent and CEO of ameriBag, says, “We wanted the bag to be a system in and of itself. Sophisticated styl-ing is our key concern. However, functionality is also important. Since there is a lock on the zipper, ladies can not only use the conceal-ment compartment for a handgun, but they can also place any high-value item in their bag.” (888-758-1636; ameribag.com)

lipstiCk, kleenex, ConCeAled-CArrY hAndgun

The separate holster and construction of the pocket in Browning’s CCW hand-bags conceal a handgun’s silhouette.

Smith & Wesson president and CEO James Debney says the manufacturer will continue to focus on personal defense products.

SHB0512_SHO_02.indd 43 3/9/12 3:13 PM


FOR SHOOTING RETAILERS, COMPETITION GOES FAR As independent gun shop owners consider their competitors, the most common approach is to look at area big-box retail-ers, online businesses, and other local sport-ing-goods stores. But that isn’t enough, warns Miles Hall.

Hall, the owner of H&H Shooting Sports Complex in Oklahoma City, Oklahoma, spoke to retailers at the SHOT Show about the importance of properly assessing who their compe-tition really is. Hall and his wife began H&H more than 30 years ago. Today, it is a 71,250-square-foot facility that houses 55 lanes for shoot-ing both firearms and archery, gunsmith services, a retail area,

and a full-service café. It is the largest such facility in Oklahoma.

“Our real com-petitors are the busi-nesses that take peo-ple away from shoot-ing and give them something else to do,” Hall said. Shopping malls, movie theaters, and even restaurants all must be consid-ered when building a marketing strategy that will draw more foot traffic to gun retailers’ aisles.

But first, a store or range owner must objectively examine his business through the eyes of the con-sumer, which can be hard to do since many owners often feel they know best.

“You have to focus on the needs of your guests and determine

what it is you offer them that is different,” said Hall. By maintain-ing close contacts with his customers and tai-loring programs that make them feel wel-come and deliver the help and guidance they need, Hall is able to consistently adjust his approach to keep them happy. He even

uses images captured from the store’s secu-rity cameras to ana-lyze consumer traffic patterns in the facil-ity and determine exactly where custom-ers are spending time in the store, and which areas are receiving less attention.

“The audience is always changing, and

if you rely on doing things they way you did in the past, you may find you’re not meeting your con-sumers’ expecta-tions,” Hall said. “It’s important to remain relevant to them.”

Hall also stressed the importance that social media and message boards play in a store’s overall marketing strategy.

“You have to pay attention to forums,

rating sites, and sites such as Facebook. Respond to all of the comments—espe-cially the negative ones,” he said. “It isn’t always comfortable to respond to such com-ments, but it can be vital to win over con-sumers who may have had a justifiably bad experience with your business. It can also show others that you care about providing excellent service.”

WINCHESTER AMMO HONORS DISTRIBUTOR AND DEALER

For setting a high standard of service to dealers, solid sales perfor-mance, and support of the Winchester brand, W.L. Baumler Company has been named the 2011 Distributor of the Year by

Winchester Ammunition.“W.L. Baumler Company was a large part of our success in 2011, and we’re

excited to present them with this award,” said Brett Flaugher, Winchester Ammunition vice president of sales and marketing. “We look forward to con-tinuing a strong partnership with W.L. Baumler Company and, as we have for many decades, work together to meet the needs of our customers.”

Headquartered in Lorain, Ohio, W.L. Baumler Company was founded in 1946, and has been a valuable distributor for Winchester Ammunition since the early 1960s. The company is a wholesaler of hunting and fishing sup-plies, including firearms, ammunition, rods, reels, lures, and more.

“It means a lot to our company that Winchester Ammunition recognized our work,” said Jack Baumler, W.L. Baumler Company owner and president. “We receive great feedback on Winchester products. They are a great com-pany to deal with and have been very loyal to W.L. Baumler Company. We owe a great deal of thanks to our customers and manufacturer’s reps for making this award possible.”

Winchester Ammunition also honored Mack’s Prairie Wings with its Dealer of the Year Award. “Mack’s Prairie Wings has been a leading dealer of Winchester Ammunition for many years,” said Winchester Ammunition’s Flaugher. “This award is our way of saying thanks.”

Jack Baumler (left), owner of W.L. Baumler Co., accepts the Distributor of the Year Award from Brett Flaugher of Winchester Ammunition.

Miles Hall of H&H Shooting Sports in Oklahoma City, Oklahoma, told an audience that there’s no time for slowing down in the retail world. Retailers must be in constant com-munication with their customers, and must be using customer trends and feed-back to improve their business.

SHB0512_SHO_03.indd 44 3/14/12 11:07 AM

FOR MORE INFORMATION, CALL YOUR RUGER DISTRIBUTOR TODAY.

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Ruger American Rifle™

SR22™ Pistol

.22 LR

LCR®

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A L A B A M A

Bangers L.P.

(Birmingham),

800-226-4377

A L A S K A

V.F. Grace, Inc.

(Anchorage),

907-272-6431

A R I Z O N A

Davidson’s

(Prescott), 800-367-4867

C A L I F O R N I A

AcuSport Corporation

(Roseville),

800-543-3150

AWR Sports*

(Fresno), 800-545-5654

Ellett Brothers LLC

(Granite Bay)

800-845-3711

G E O R G I A


(Duluth), 800-543-3150

I L L I N O I S

Williams Shooters

Supply, Inc.

(Quincy), 217-222-4195

Zanders Sporting Goods

(Baldwin),

800-851-4373

K A N S A S

Simmons Gun

Specialties, Inc.

(Spring Hill), 800-444-0220

L O U I S I A N A

Lipsey’s LLC

(Baton Rouge),

800-666-1333

Sports South, Inc.

(Shreveport),

800-388-3845

M A S S A C H U S E T T S

Camfour, Inc. (Westfield),

800-347-3276

M I N N E S O TA

CSI Sports LLC

(Sauk Rapids),

800-328-7087


(Waite Park), 800-543-3150

Bill Hick’s & Co., Ltd.

(Plymouth), 800-223-0702

M O N TA N A


(Billings), 800-543-3150

MT Sports LLC (Billings),

800-243-1610

N E VA D A

Ellett Brothers LLC

(Reno), 800-845-3711

N O R T H C A R O L I N A

Henry’s LLC

(Morehead City),

800-545-5654

O H I O


(Bellefontaine),

800-543-3150

Ellett Brothers LLC

(Lakeview),

800-845-3711

Outdoor Sports

Hdqtrs., Inc.

(Dayton), 800-444-6744

W. L. Baumler

(Lorain), 800-321-2501

O R E G O N

All-Sports*

(Clackamas),

800-545-5654

P E N N S Y LVA N I A


(Morgantown),

800-543-3150

Ellett Brothers LLC

(Downingtown),

800-845-3711

Jerry’s Sport Center

(Jenkins Township),

800-234-2612

S O U T H C A R O L I N A

Ellett Brothers LLC

(Chapin), 800-845-3711

T E X A S

L.M. Burney

Distributors LLC

(Waco), 800-737-3006

Hill Country

Wholesale, Inc

(Pflugerville),

800-777-2666


(Arlington),

800-543-3150

RUGER DISTRIBUTORS:

* Parts and Accessories Only

SP101® in .22 LR with

8-Round Capacity

SP101® in .357 Mag.

with 4'' Barrel

BN_042495_SHB0512.indd 1 3/8/12 11:16 AM


While camo manufacturers continue to try to make hunters disappear, one company is show-ing a more revealing side to being invisible.

The True American Gamehunter, LLC, has developed a patented reflective component called RevCon, which is applied to fabric or a dipped hard surface, making it fluorescent in man-made light, such as a flashlight, yet invis-ible to the naked eye. Game will not detect the application because there is no UV.

The proprietary process takes reflective crys-tals and chemically applies them to almost any surface, whether fabric, metal, rubber, or plastic. After a six-year R&D period, developer Jeff Lampe and his associates Billy Wong and Mark Nelan of Nelan and Wong Inc., brought the product to the SHOT Show for the first time this year.

The process is ideal for use in coating hunt-ing accessories such as gloves, hats, range-finders, binoculars, and other small items that tend to disappear if left on the ground. “The idea came to me as I was looking at a reflec-tive light on a trailer coming home from a hunt,” says Jeff Lampe, president of True American Gamehunter.

Although spawned from a hunting idea, safety applications have moved to the forefront of Lampe’s concerns. “I started thinking of my son and I realized that this application could be applied to his camo, footwear, or hat, making

him easy to see in low-light conditions. We are quickly finding that RevCon translates well into the general outerwear and work cloth-ing industries,” says Lampe. (841-272-5400; iwomouterwear.com)

▶ Mark Kresser knows the firearms indus-try. For the past 15 years, he’s been help-ing steer the direc-tion of such indus-try powerhouses as O.F. Mossberg & Sons, SIGARMS, Beretta, and Traditions. During that time, a lot of people throughout the indus-try have had a chance to get to know Mark Kresser. They know his personality, his philoso-phy, his priorities. But when he took over as president and CEO of Taurus International Manufacturing last fall, even the people in the industry who know Kresser couldn’t help but wonder what the change in leader-ship would mean for Taurus—and for the industry as a whole. Here’s a hint.

SHOT Business: Congratulations on your new position.Mark Kresser: Thank you. It’s been a whirl-wind. This is such a huge company, and it’s truly been a tremen-dous amount of infor-mation to learn in a relatively short amount of time. But this is really a great fit for me, and for the company, I think. The people here at Taurus are fantastic. That’s the most impor-tant aspect of any company, I believe, and I couldn’t ask for better people than the ones who are here. SB: You’ve worked at some of the top com-panies in the industry. How do you think that experience will shape the direction of Taurus moving forward?MK: I’ve had an oppor-tunity to see a lot of different aspects of the firearms indus-try and that definitely

helps. I can’t imagine walking into this role without having that kind of industry expe-rience. I see this as a tremendous opportu-nity for me to take the very good pieces from each of the compa-nies I’ve worked for and

implement them here, and at the same time try and avoid some of the mistakes that were made along the way.SB: In your years in the industry, have you developed an overarch-ing philosophy for doing business that you will

implement at Taurus?MK: My basic philoso-phy has always been to listen more and talk less. It’s a philosophy that’s always served me well, and I want to continue to do that at Taurus. My goal is to have a conversa-tion with at least one dealer and one end user every day, so I can get a better under-standing of the good experiences they have with our company, and try to duplicate those. But I also want to listen to the bad experiences and try to rectify them. Whenever you take the time to listen to what people have to say—even if they’re telling you things you might not want to hear—they feel better because they know you’ve lis-tened. You can learn a lot more when you listen than when you talk, and I’ve always believed that the best

changes are the ones that come about from listening to people. SB: And from what you’ve heard so far, what changes we can expect from Taurus?MK: It’s still early in the process, but of course there will be changes. Whenever you grow, you have to change. I think some of the big changes will center around how we launch new products and how we listen to our custom-ers. There will undoubt-edly be other changes that will continue to help us grow stron-ger as a company. Like I said, there are some fantastic people here, and when you surround yourself with phenom-enal people, you can do amazing things. This is an exciting place to be right now, and I’m look-ing forward to what we’ll accomplish in the coming months and years.

TIME FOR CHANGE AT TAURUS

Industry veteran Mark Kresser has become president and CEO of Taurus International Manufacturing.

REVCON INTRODUCES REFLECTIVE INVISIBILITY

RevCon, which is applied to a fabric or dipped hard surface, is fluorescent in man-made light, such as a flashlight, yet invisible to the naked eye.

SHB0512_SHO_03.indd 46 3/14/12 11:08 AM

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BN_042554_SHB0512.indd 1 3/8/12 3:41 PM


Late last year, Tom O’Keefe became president of Winchester Ammunition. SHOT Business sat

down with him to see how the change in the executive suite has affected this indus-try icon. The takeaway? Don’t expect the manufacturer to rest on its laurels. SHOT BUSINESS: Winchester has played a leading role in American ammunition manufacturing for a long time. Why do you think the company has been able to maintain its position?TOM O’KEEFE: Winchester has main-tained a leading role among ammunition manufacturers for more than 145 years because of its emphasis on tradition, excellence, and innovation. Our custom-ers know they can count on Winchester ammunition products, shot after shot.

In addition, we are continuously improving our processes because we want to meet our customers’ expectations 100 percent of the time. Whether it’s ammu-nition for law enforcement agencies, the military, hunters, or sport shooters, our employees significantly contribute to the excellence found in Winchester products.

Finally, Winchester continues its leader-ship in strategic new products. Just last year, we launched Blind Side steel water-fowl ammunition, one of the most revolu-tionary shotshell products in our compa-ny’s history. Our PDX1 Defender ammu-nition products for personal defense are also extremely innovative and are available in the shotshell, rimfire, centerfire rifle, and centerfire handgun categories, mak-

ing it the most comprehensive lineup in the industry . SB: Winchester is currently relocating a portion of its manufacturing operations. What is the status of the transition and how does this impact the organization? TO: Winchester Ammunition did relocate its rimfire operations to Oxford, Mississippi, in 2005. Last year, the deci-sion was made to move centerfire rifle and centerfire handgun manufacturing to Oxford. The new 500,000-square-foot facility is now complete. The relocation and installation of our equipment is very well planned and will be executed accord-ingly, as we are extremely mindful of our customers’ product needs. Winchester is proud to be investing in its business with this decision. Our employees in the East Alton, Illinois, and Oxford locations are dedicated to building upon our more than 145-year history as a brand. This transi-tion is a commitment to the continuation of manufacturing quality products and it positions Winchester well into the future.SB: There was a time when cartridges were like country singers. Once established, they stuck around forever. These days, the industry seems to be developing new cartridges at an incredibly rapid rate. Will these new cartridges have the legs of such famed loads as the .270?TO: Winchester is certain-ly dedicated to launching innovative new products, but the products need to be sustainable—meaning, we make products available that will truly benefit our customers over the long term. As technologies become more advanced and we become more sophisticated in our manufacturing capabilities, it’s fair to anticipate current-day new products hav-ing sustainable lifespans. Winchester has long been thought of as the leader in cali-ber and cartridge development; our lineup of products is living proof, and we’re not slowing down. SB: Lead seems to have become a big international issue. Do you see any fall-

out in the domestic market?TO: We at Winchester recognize that some of our customers, because of spe-cific regulations or legislation, must shoot lead-free ammunition in their respective area. It’s important to us at Winchester that we offer products to this customer base so they can continue to have mean-ingful experiences, whether hunting in the field or shooting on the range. SB: Retailers and consumers alike com-plain about the high cost of ammo. Is there anything that Winchester can do to alleviate the situation? TO: Winchester is committed to identi-fying innovative processes that afford cost savings in both the short and long term. Many levers can impact our busi-ness—fluctuating commodity prices are just one example. It’s extremely impor-tant that we offer products at affordable prices so that hunters and shooters (from the novice to the expert) can con-tinue spending time afield and on the range. We are continuously investing in

new equipment and pro-cesses to improve produc-tion efficiency, keep prices in check, and offset increasing labor and material costs.SB: You’ve put a great deal of effort into the design of your packaging. What’s the thought pro-cess behind this? TO: Shopping for ammu-nition can be a challenge, given the many available

bullet/load types. Our new packaging maintains the integrity of the legendary Winchester brand as well as the horse and rider logo, but we’ve added clarity to the design and added new features to make choosing ammunition much sim-pler. Calibers and load specs information are listed on the front, end, and back panels; usage icons (e.g., whitetail, elk, bear) are identified on the end panels; and ballistics information and cartridge anatomy are available on the back panel. This helps customers understand the intended use for each load, as well as the features and benefits of each product.

AN AMERICAN LEGEND FOCUSES ON THE FUTURE

Winchester Ammunition president Tom O’Keefe is shepherding the venerable company into the future.

“Winchester has long been

thought of as the leader in caliber and cartridge

development; our lineup of products is living proof, and we’re not slowing down.”

SHB0512_SHO_03.indd 48 3/14/12 11:09 AM


Federal troPhy CoPPer eXtends slughunters’ reaCh

▶ The whole game in the slug business is about extending the reasonable range a slug can be shot at,” says ATK’s director of new products, Drew Goodlin. “The old pumpkin balls were good at 50 yards; most current sabot slug systems are good to 100. We’re pushing the edge out to 200. Accuracy is paramount to hitting a target at that range.”

Goodlin is talking about Federal Premium Vital-Shok Trophy Copper sabot slugs, available May 1. With their extended reach and consistent upset at those ranges, they promise to be a game-changer once they hit the field.

While accuracy is the name of the game—you can’t kill what you don’t hit—terminal perfor-mance is also key, and difficult to make happen at longer ranges. “The design work we’ve done on our slug allows it to upset correctly at that range,” says Goodlin. “It

correlates to velocity.”The changes start

with the bullet itself. “We use the word ‘programmed,’” says Goodlin. “The slug has scoring in it—weaken-ings in the jacket or in the sidewall—that allow it to upset the same every time. It’s not a random event anymore; it’s a programmed event designed into the slug. So, when it impacts, it hydraulically opens. It does it the same every time, so it’s very consistent.”

This consistent ter-minal ballistic perfor-mance is something Federal’s bullet-design engineers have put a lot of work into. It upsets the same way on impact, regardless of the speed it’s traveling.

“It’s very consis-tent over a rather large velocity win-dow. Remember, we’re shooting over extended ranges beyond 150 yards. Our design work is such that at reduced velocity, as it slows

down at extended ranges, you still get a very consistent, very reliable upset.”

It’s not just the bul-let that’s different. There are also differ-ences in the sabot it rests in. “When you start looking at push-ing slugs at higher velocities, to get them to work at those kind of ranges and have a trajectory that make sense, you have to have a pretty doggone robust sabot,” says Goodlin.

Federal’s sabot sys-tem has always been well regarded for its accuracy and terminal performance, but the higher velocities neces-sitated a change. “As we push these slugs faster and faster, we had to redesign our sabot. When you try to push it that fast, you have to have a sys-tem that’ll work over a wide temperature range. It has to work whether you’re hunt-ing in Minnesota when

it’s minus-whatever, or hunting in Illinois, where it’s warmer.”

The new system can endure the higher velocities in any envi-ronment. “Typically you have a bullet sit-ting inside of a plas-tic sabot. When you push that sabot at high velocity, plastics have a tendency to fail,” says Goodlin. “We now have a metal pusher plate sitting on the back of our sabot that is able to transfer the energy from the interior bal-listic event into the sabot and into the bul-let, and that allows us to consistently launch our sabot round with-out failure of the plastic sabot,” says Goodlin.

“The idea is to launch, accelerate, and separate the sabot off the bullet without tip-ping the bullet and causing inaccuracy,” says Goodlin. “And that’s quite a trick.” (800-322-2342; federalpremium .com)

get A grip!Whether hunting whitetails out of a ladder stand in minnesota or chasing elk in a timbered draw in eastern Oregon, hunters are always looking for products that can give them that elusive “edge.” The search often focuses on such high-dollar items as base layers, insulated boots, and jack-ets. all too often, however, gloves are neglected.

and yet gloves are a key item, although it’s not easy to strike the right balance between warmth and utility. With a thin glove, you’re more likely to have a firm grip and great trig-ger sensitivity, but your fingers get cold. On the other hand, thick, fleece-lined gloves, though warm, deprive a hunter of the necessary finger-tip sensitivity needed at the moment of truth.

W.l. Gore & associates believes it has found the answer with a new line of three-layer gloves called X-Trafit. The gloves are made of an inner lining, a Gore-Tex insert, and an outer fabric. The new X-Trafit technology uses a special tape positioned in strategic places (fingers, palm, and thumb) to bond these layers together to ensure undiminished tactility. at the same time, the gloves deliver the necessary insulation.

“Testing has shown that Gore-Tex gloves with X-Trafit technology meet the needs of the most committed sportsmen,” says Gore’s prod-uct specialist Dennis Zuck. “These guys want to have warm hands, but still be able to pull the trigger.” (800-431-4673; gore-tex.com)

Gore-Tex’s new X-Trafit glove strikes a balance between warmth, ease of use, and durability in the field.

▼ Federal Premium Vital-Shok Trophy Copper sabot slugs, which debuted at SHOT, are designed to provide consis-tent terminal ballistic performance.

SHB0512_SHO_02.indd 49 3/9/12 3:13 PM


▶ As part of the brand’s 75th anni-versary, Georgia Boot is bringing back its popular Sport & Trail collection for 2012. Designed in the late 1990s as footwear for outdoors enthusiasts that could be worn for work or play, the line was discontinued in 2005. Now, due to consumer and retailer demand, it’s being re-introduced in two new collections for fall 2012.

“Not a week goes by when we don’t get a consumer request for one of the discontinued Sport & Trail styles,” says Liz Horn, vice president of marketing for Georgia Boot’s par-ent company, Rocky Brands. “As with the originals, these boots will have an outdoors influence in terms of styl-ing, while still having the tried-and-true attributes of our great Georgia work boots.”

The Riverdale collection will be offered in hiker and 8-inch heights; the 8-inch boots will come in split suede leathers in either Realtree AP Cordura or performance fabric, while the hiker will feature full-grain leather uppers. Each boot is waterproof and will feature a versatile oil- and slip-resistant outsole. The Crossridge offers two waterproof hiker styles, both with full-grain leather uppers and Vibram all-terrain outsoles. One style contains 200 grams of 3M Thinsulate insulation; the other will feature Realtree AP Cordura win-dows. All Sport & Trail styles will be available in steel-toe and non-steel versions. SRP for the boots range from $129.99 to $149.99. (740-753-9100; rockybrands.com)

Georgia Boot’s much-missed Sport & Trail Riverdale boot has returned .

THE RETURNOF GEORGIA BOOT’S SPORT & TRAIL

Travis Hall, recently appointed president and chief executive officer of Browning, acknowledges he ulti-mately answers to a major industry figure—John Browning, himself. A 15-year Browning employee, Hall understands it’s the legendary gunmaker’s legacy that’s important to maintaining the company’s two brands—Browning and Winchester Repeating Arms—in their industry-leading positions.

“John Browning created the Browning brand, and had a strong influence on Winchester,” says Hall. “He, along with our previous leadership and generations of employees, has given us these two great brands. Our job is to get stronger and change as the market changes.”

To keep Browning and Winchester moving forward, Hall plans to employ a two-pronged approach. “Creating and maintaining a strong brand starts with reliable products and ends with great service,” says Hall. “If you don’t have the right products,

you can’t sell that service. Every product, wherever it falls in the mix—entry level, middle, or high-end—has to be best in class and competitively priced. Then back it with superior service. Give customers that complete experience, and we have them for life.”

The key to creating that army of brand champions begins with a company’s employees. Brands are built by the people who stand behind their products and

believe in the company’s mission.“To make us a power company that supports

our two power brands, we’ve got to have the right people in the right positions,” says Hall.

“Then train those people and motivate them to constantly pursue perfection. That’s what separates us from the com-petition and puts us in line with John Browning’s legacy.”

Hall most recently served as senior V.P. of sales and marketing and chief operating officer for the company. (801-876-2711; browning.com)

THE COMPLETE EXPERIENCE

Fifteen-year company veteran Travis Hall leads the charge at Browning.

One way the nearly 80-year-old Meopta Optika stays vibrant

(and successful) is to look at changing consumer tastes and develop products that meet that evolving demand. The MeoPix iScoping Adapter, developed to allow the iPhone 4 to interface with any binocular or spotting-scope eyepiece, is just such a product. With the MeoPix, iPhone users can transform a smartphone into the ultimate long-range photo and movie-capturing tool. The patent-pending and Apple-approved MeoPix iScoping adapter attaches securely to the iPhone. Its proprietary tech-nology guarantees a secure fit, precise alignment, and incredible image quality.

“The latest smartphone technology, combined with our revolutionary MeoPix adapter, will render tradition-al camera-based digiscoping and binoscoping obsolete,”

says Meopta USA general manager Reinhard Seipp. “The iScoping process har-nesses the power of the iPhone to capture, edit, orga-nize, and upload images from the field, and I can’t think of a big-game hunter who would want to pass up that opportunity. ”

After reading an article about astroscoping (taking images through an astronom-ical telescope with an iPhone), Seipp got together with its inventor, Matt Geyser, to discuss adapting it to work with bincoculars and spotting scopes. They developed a prototype, and Seipp tested it, capturing images and movies of animals from 20 to more than 400 yards.

The results blew him away. Marrying the two technolo-gies not only gave him supe-rior images, but the ability to digitally manipulate those images. He believes that hunters and guides will flock to this new platform.

“They’ll certainly like the quality of the images,” he says, “but they’ll also like the portability, as well as the abil-ity to send the image to a family member or client almost immediately.” (800-828-8928; meoptasportsoptics.com)

SMART PHONES, SMART IMAGES

The MeoPix iScoping Adapter attaches an iPhone to spotting scopes and bin-oculars for long-range, high-res photos.

SHB0512_SHO_03.indd 50 3/14/12 11:09 AM

BN_041230_SHB0512.indd 1 3/7/12 11:57 AM


by Wayne Van ZWollGood stuff

photoS By the Author

Bridging the GapThe Zeiss Conquest Duralyt offers premium performance at a reasonable price

I open the box and figure the tube is just long enough to span the leggy action of an E.R. Shaw rifle, a 6.5/284 on a Savage receiver. The barrel had proven itself with Black Hills, Norma, and Nosler

ammo. Cloverleaf groups. I scrounge 30mm rings. Zeroed, rifle and scope look ready for Idaho.

After a couple of days passing up small bulls, I creep down to a basalt knuckle on a near-vertical slide. Last cover. Antlers move in and out of alders 300 yards below. Front ribs wink in a slot, then stop. I press the trigger. So steep is the face that the 140 Partition flips him. Hooves up, he hurtles into the abyss behind.

One shot does not a good scope make. But I’d already come to think of this 2–8x42 Zeiss Duralyt as an ideal sight for an elk rifle—for the only shot I might get. It’s a member of the Conquest clan, first fielded as affordable 1-inch alternatives to Zeiss’ 30mm Victory line. The Conquest Duralyt bridges the gap, with illuminated and non-illuminated versions of a 1.2–5x36, the 2–8x42, and a 3–12x50. Retail prices run from $950 to $1,350.

Hoo boy. That’s still a lot of money. And some hunters surely will find their mortgage needs far more pressing. But Duralyt is not to be dismissed out of hand. It is a brilliant scope, with lens coatings that enhance images and endure tough conditions. Like the Victory series, it has a large-diameter erector assembly—not, as is common, an erector tube designed for 1-inch scopes. Result: better images.

All three models have 3½ inches of eye relief. My 2–8x42 shows very little reduc-tion in useful range of eye relief from 2X to 8X. (In some scopes, eye relief and “eye-box” shrink perceptibly as you hike the power.) Field of view in my scope ranges from 52 to 16 feet at 100 yards. The 1.2–5X, 2–8X, and 3–12X deliver, in 1/3-minute clicks, 110, 63, and 43 inches of “square adjustment” at 100 yards. Finger-friendly dials have the feel of watchworks. Zeiss clicks are characteristically crisp and uni-form, with just the right resistance and reli-able, repeatable movement at the target.

Like other Conquests, Duralyts have second-plane reticles that stay one appar-ent size through the power range. I like the open “three-post” No. 6 plex reticle,

with the fine center wire unaided by a post on top. It’s slender enough for precise aim, but easy to see. While I declined a lighted reticle, the No. 60 Zeiss offers on the Duralyt is excellent—identical to the No. 6 save for a .3-minute fiber-optic dot (at 12X) that glows at the touch of a button—tiny and razor-sharp. You control brightness with the +/- buttons. Press both and the dot vanishes. After four hours of untended operation, the dot goes off automatically.

These are midsize, mid-weight scopes. The 1.2–5X and 2–8X measure 11.9 inches and weigh under 17 ounces. The 3–12x50

is 13.7 inches long and 19 ounces. Illumination adds 1.5 ounces. There’s ample free tube on my 2–8x42 for mount-ing on most rifles: 5.6 inches between front and rear bells, 1.3 consumed by a nicely sculpted turret near midpoint. For very long actions, you’ll need an extension base or ring, or a rail. The 48mm outside diameter of the objective bell permits use of low rings, except with heavy barrels.

The Duralyt is a fetching scope, with useful power ranges and the rear-plane reticle U.S. hunters prefer. (800-441-3005; zeiss.com/sports)

Sealing the DealDoes the customer feel the pinch of a $1,000 scope? you may recall, as I do, when top-rung hunting scopes came in under $125. Get over it; those days are as gone as 28-cent gasoline and the $1.25-an-hour minimum wage. the good news is that the Duralyt line delivers performance for a lot less than other top-of-the-line scopes. It may help to remind (tactfully) a difficult cus-tomer that it’s been a really long time since he could get a remington Model 700 for $115 or a Ford Mustang for $2,700.

The Duralyt bridges the gap between Zeiss’ Conquest and Victory lines. The scope is built on a large-diameter erector assembly for enhanced images.

SHB0412_GDS.indd 52 3/9/12 12:11 PM

BROW

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G.C

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BN_042530_SHB0512.indd 1 3/9/12 2:17 PM


WHAT’S SELL ING WHERE BY PETER B . MATHIESEN

WADGS Discount Guns,

Woodland With 10 stores in Washington and Oregon, this large retailer sends two to three employ-ees each year to the SHOT Show.“Our main concerns are to find

what’s new and to shore up our relationships with our reps and the factories. It really is important for our staff to be on the floor even when we don’t find many new products,” says the store’s manag-er, who identified himself as “Ty.”For this retailer, the 2012 show

was not significant in terms of new products—it only completed a handful of purchases. However, in an upcoming election year, the rela-tionships forged at the show can make a big difference when sup-plies are short and product is back-ordered. Ty says 2012 sales were already strong, and the company

expects them to hold through the calendar year.

NVMaccabee Arms, Reno

Having opened its doors in 2010, this northern Nevada retailer makes an effort to create an invit-ing and comfortable experience for his customers. This year’s SHOT Show was all about signing orders. “We committed to a lot of mer-chandise while adding several new lines,” says owner Sharon Oren. New products that impressed

this store owner included SIG’s 716 tactical rifles and the 938 pistol. Other large orders were given to Kimber, Rock River, and Knight Force. Although Oren believes the time at SHOT was well spent, he notes that staff shortages at many manufacturers’ booths forced him to wait for long periods of time

before being able to speak to a company rep.

CATen Percent Firearms, Taft

Located 40 miles west of Bakersfield, this rural storefront uses 1,500 square feet to display about 600 home-defense firearms.“For me, it’s all about new prod-

uct, and SHOT is where I see it,” says owner Wes Morris. Although new products may have been the priority, Morris wrote orders for accessories such as Harris bipods and SureFire flashlights.Because California-compliant

MSRs are increasing in availability, this buyer is experiencing growing rifle traffic, and he says the Smith M&P Sporter holds the top spot on his sales chart. Custom parts—including uppers, lowers, and bar-rels—are still selling extremely well.

MNBill’s Gun Shop & Range,

Robbinsdale With two stores that measure more than 7,000 square feet of retail space, along with 38 shooting lanes, this retailer feels like he can’t miss Vegas.For owner John Monson, it’s all

about finding what’s new. “I actual-ly get texts from my best custom-ers asking what’s new, just two hours into the show. I have to see what’s on the cutting edge, even though I generally don’t buy at the show,” he says.In addition to knowing what’s

hot, maintaining vendor relations is the other motivation that keeps this buyer/owner coming back. “If a company’s factory direct, I most likely won’t see a rep. So stopping by and saying hello goes a long way with some of my biggest vendors,” he says.

Other show interests include range-service equipment that Monson can’t see anywhere else.

MOMid America Arms, St.

Louis This metropolitan retailer keeps up to 250 firearms on display while specializing in home defense and law enforcement. The shop sent three staff members to Vegas.“Our buying at the show was

about average for this year, as we concentrated on factory-direct ven-dors. And our general handgun buying is still through distributor shows. That said, we bought a lot of stuff,” says owner Mark Campbell. On the new-product front, this store loved the Heizer Defense DoubleTap and SIG’s new 938. Orders were given to SureFire, Trijicon, Kimber, and Rock River. Campbell reports that inventory

turns of handguns have been par-ticularly high in the last 60 days.

INMidwest Gun Exchange,

Mishawaka With 8,500 square feet of display space and more than 8,000 guns in inventory, this Great Lakes area retailer attends SHOT in force. “We send three buyers and two sales clerks. The buyers have demanding schedules with appoint-ments, but the salesmen are free to look for new product. We’ll rotate the counter staff each year, giving each of them an opportunity to get a feel for the industry,” says general manager Brad Rupert.Big stops for this store included

SIG, Magpul, Kershaw, and Colt Rifles. The show continues to be crucial, allowing the company reps to maintain relationships and find cutting-edge gear.

West

Midwest

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WHAT’S SELL ING WHERE

FLFlorida Gun, Hialeah Consisting

of 1,900 square feet of retail space, with an additional 10 lanes of indoor shooting, this store hasn’t missed a SHOT Show in decades. At Vegas there was a lot of buying going on. “We have moved the majority of our purchasing to the show. The deals are a little sweeter, and we feel there’s a better chance of getting our committed inventory on time. And in an election year, that will be critical,” says manager Robert Sanz.In three days, Florida Gun spent

plenty of time with range vendors and gun manufacturers. Large orders were written to Glock, Smith, and SIG, with major shotgun book-ings going to Saiga and Remington.As of early spring, this retailer is

reporting significantly improved sales from last year and is looking

to set a sales record in 2012. As Sanz puts it, “If you can’t make money in an election year, you need to find another job.”

NCHyatt Coin & Gun, Charlotte

With more than 12,000 square feet of retail space, this store sends sev-eral staff members to SHOT to fill an average of 15,000 firearm turns each year. “Vegas is a buying show for our store, where we strengthen our relationships with many of the manufacturers in the industry,” says manager-buyer Derek Jarstfer.For 2012, this buyer sees the pri-

mary focus sharply turning to handguns, MSRs, and ammo. “We are in election mode, and the sales are already brisk for everything that was hot three years ago.” Smith & Wesson handguns are

leading this year’s pistol sales with

the M&P line across the board. Springfield XDs, Ruger LC9s, and SIG P229s are also pulling brisk numbers.

KYPaducah Shooters

Supply, Paducah Specializing in hunting firearms, soft goods, and archery, this 900-square-foot retail-er sent four employees to Vegas. For 2012, the staff found themselves purchasing more goods at the show than in previous years. “All I can say is, AR-platform guns are back—big time. Although the political climate has helped, for us there has been a surge in younger hunters that are moving to this platform for preda-tors and even deer,” says manager Chase Callahan.Purchases covered a wide range,

from Browning and Benelli shot-guns to Barnett Crossbows.

NYFernwood Firearms,

Hankins Specializing in MSRs and handguns, this 1,500-square-foot shop 100 miles from New York City (just minutes from the Dela-ware River and the Pennsylvania state line) opened its doors last year. The store’s owner came to Las Vegas specifically to buy stock and secure future relationships with manufacturers and suppliers. “I was able to set up numerous facto-ry authorized dealerships, and I really feel that’s best done in per-son,” says owner John Kielbasa.With MSR sales growing daily,

Kielbasa spent time investing funds at the Rock River and LWRC booths. His buys included SIG for both pistols and rifles, and Springfield XDs and Glock for pis-tols. He also became a full-line dealer for Kimber.

NHManchester Firing Line,

Manchester After opening a second location last year, this range and gun shop is expanding to a third facility in 2012. The shop sent two employees to the show.For this store, it was all about

speaking to the right person. “Our growth is giving us the leverage to go factory direct with some ven-dors. SHOT is really the only place that we can meet with them in per-son with any efficiency,” says owner Carey McCloud.Although the company did pur-

chase two .50 BMRs, most of the floor time was spent collecting more than 90 pounds of catalogs. McCloud says that smart pricing, a strong social media communica-tions platform, and the political cli-mate have fueled a perfect storm for growth in 2012.

PASportsman’s Gun Shop, New

Holland This store, which sent two employees to Vegas, predicts 2012 will be a landmark selling year. “All I can say is, if you haven’t stocked up by now, you will be run-ning short by November. We are no longer in a hunting seasonal busi-ness—it’s truly become a year-round sales trend,” says owner Joe Keffer.Sportsman’s added several new

lines from the SHOT Show, includ-ing Vortex Optics for MSRs and Thompson/Center’s new Dimension switch-barrel rifle line. Another new gun is the Heizer Defense DoubleTap break-open pistol.Keffer also mentioned that his

store is on track to set another all-time sales record. “The political cli-mate continues to drive our sales, and I believe that this year will be exceptional,” he says.

South

East

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Fiocchi AmmunitionShooter’s can light a path to their moving target with Fiocchi’s tracer shotgun shells. Available in 12-gauge 2 ¾ ounce No. 8 shot, the shell is an ideal training tool to follow the impact point of a shooter’s swing.

Packaged in a 10-round box, they func-tion exactly like a traditional shotshell. The chemical tracer is powered by Cyalume and provides a visible trace that travels with the cloud of shot as it hits or misses the target or bird.

Certified environmentally safe by the EPA, the product represents a huge advance in shotgun training. This technol-ogy does not generate dangerous levels of heat and is classified as non-pyrotechnic, nor will it pose a risk of starting a fire. It is non-corrosive and does not leave a resi-due in the barrel. SRP: $19.99. (417-725-4118; fiocchiusa.com)

Midwest IndustriesNew from Midwest Industries is its AR-15/M16 Gen2 SS-Series one-piece free-floated handguards. They offer a slim 1.5-inch out-side diameter, along with a lightweight design, and are available in 12-inch and 15-inch models; 7-inch, 9-inch, and 10-inch models will be available later this year.

Constructed from 6061 aluminum and hard-coat anodized, the 12-inch model weighs 9.3 ounces, while the 15-inch model weighs 10.9 ounces. These feature a modular design with MIL-STD 1913 top rail, T-marked for accessory location, with bipod stud and barrel nut wrench includ-ed. The Gen2 SS-Series handguards are made in the USA and feature a lifetime warranty. SRP: 12-inch model, $184.95; 15-inch model, $199.95. (262-896-6780; midwestindustriesinc.com)

SafarilandThe new Protech APV (All Purpose Vest) QR (Quick Release) Carrier incorporates the same features of the standard APV tactical vest, but adds a quick-release sys-tem. The vest is designed around the BALCS (Body Armor Load Carriage System)/SPEAR (Special Operations Forces Equipment Advanced

Requirements) ballistic shape used by the U.S. military for high speed and mobil-ity. The ballistic panels are interchange-able with the standard APV tactical vest and the recently introduced APV LV (Lo-Vis) covert vest, to offer mission flexi-bility for any operation without compro-mising protection.

The quick-release mechanism allows

NEW PRODUCTS

(Continued from page 60) Fiocchi’s new Tracer Shells do exactly as the name implies: They leave an envi-ronmentally safe, visible chemical trail to help shoot-ers track their shots, and will undoubtedly have other ammo compa-nies wondering, “Why didn’t we think of that?”

The AR-15/M16 Gen2 SS-Series one-piece, free-floated handguards from Midwest Industries are as tough as nails and made in the USA.

Sightmark’s tactical flashlights are built for performance. Featuring a Cree LED with high-performance power management that keeps the light shinning over 24 hours, Sightmark flashlights never quit, even when you do because quitting is for losers.

Introducing the Sightmark Triple Duty

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SHB0512_NPR02.indd 57 3/12/12 12:16 PM

NEW PRODUCTS

the front and rear of the vest to be released through a single pull of a deploy-ment handle located in the center upper torso on the front carrier. The carrier also features dual-side closure systems that give an operator the option of either inserting mini side plates into the outer cummerbund for added protection or removing the cummerbund altogether and utilizing the elastic strapping closure system for a more low-profile application.

Other features include an external aux-iliary (dump) pouch with optional detach-able M4 magazine pouches, adjustable shoulders for a custom fit, and a 360-degree modular attachment system. (800-347-1200; safariland.com)

Rocky BrandsWhiling away the hours in a treestand or turkey blind just got easier with Rocky’s new touchscreen compatible gloves. Both thumb and index finger of the L3 Stretch-Back Glove are covered with a fabric that lets you text, make calls, and play games without removing your gloves.

Rocky’s new “Athletic Mobility” outerwear collection is aimed at a crowd that is enthusiastic, athletic, and always

connected. The L3 gloves feature neo-prene knuckles and cuffs, a Velcro cuff in Mossy Oak or Realtree camo, and Rocky’s SIQ scent-control technology. SRP: $29. (740-753-4024; rockybrands.com)

Princeton TecPrinceton Tec continues to prove that the military really does have some of the cool-est stuff. The company’s newest tactical light, the Charge MPLS, is a lightweight personal task light designed primarily for Armed Forces soldiers and tactical users to attach to their helmets. The flexible neck design allows the light beam to be manual-ly directed in a range of directions, and the casing comes in black or a desert beige for ultimate concealment.

The lamps inside the MPLS are a Maxbright LED and three ultra-bright

Rocky’s new L3 Stretch-Back gloves allow users to use touchscreen smart-phones in the field without removing their gloves.

Princeton Tec’s new Charge MPLS tactical helmet light picks up where the original Charge left off, and offers quite a bright punch for its compact size.

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NEW PRODUCTS

LEDs that run at 55 lumens, with a total burn time of 36 hours. The MPLS runs on 1 AA alkaline battery and is available with LEDs in a choice of configurations, including red, blue, green, or a combina-tion of the colors. (800-257-9080; princetontec.com)

Opti-LogicOriginally designed for military and tacti-cal purposes, the hunter-friendly Recon laser rangefinder features 6X magnifica-tion and a simple, easy-to-understand internal LCD display. This unit ranges dis-tances out to 1,000 yards. It also helps hunters hit what they aim at, because its VAC (Vertical Angle Compensation) tech-nology compensates for the trajectory of arrows out to 120 yards and bullets out to 1,000 yards. Powered by a single long-life CR123A battery, the low-current draw of the compact and lightweight (less than 8 ounces) Recon will provide up to 2,500 “shots” on a single battery. As with all Opti-Logic products, the Recon includes a full two-year warranty against manufac-turer’s defects. SRP: $359.95. (888-678-4564; opti-logic.com)

German Sport Guns German Sport Guns is releasing a .22LR version of the German StG44. Designed and manufactured during the end of the World War II, the firearm was a major leap forward in small-arms development, and served as an inspiration for a genera-tion of a military tactical firearms.

GSG is manufacturing this .22LR under license from Schmeisser, with a design that promises to be close to the original. The GSG-STG44 is available with a wood box. The first ship-ment to American Tactical Imports is available now. SRP: $600. (germansport guns.de)

Sporting 6X magnification and an easy-to-read display, Opti-Logic’s Recon laser rangefinder uses angle compensation software to help hunters compensate for trajectory.

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NEW PRODUCTS

Springfield ArmoryOnly 1 inch wide, Springfield Armory’s ultra-compact XD-S features a low-profile rear and fiber-optic front sight, enabling easier and faster target acquisition. A single-position Picatinny rail readily accepts lights, lasers, or other pistol accessories. The comfortable and ergonomic point-and-shoot design allows the user to shoot naturally at eye level without adjusting the wrist to line up the sights. This striker-fired pistol was designed to be an extension of your body, which naturally helps you shoot your best. The slim, single-stack frame packs the punch of a .45, but easily lends itself to the shooter look-ing for a concealed-carry option. Capacity is 5+1, and the toal weight is only 21.5 ounces. SRP: $599 to $669. (800-680-6866; springfield-armory.com)

(Continued on page 57)

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39 OPTIONS!

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MODEL 870™ SPS SUPER MAGNUM

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SHOT Business -- April/May 2012

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Transcript of SHOT Business -- April/May 2012