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23

Realtree GoesBeyond Camo

Modern MuzzleloadingProfit Opportunities

Firearm MakersExpand In South 8 20 38

SEIZE ADD-ON PROFITS

Captures $100,000For Shooting Sports

AMPLIFYHIGH-TECH SALES

SEIZE ADD-ON PROFITS

Handgun Accessory Incentive

06-08-14_modul.ai 1 06.08.14 12:22

HYDRA-SHOK® PERSONAL DEFENSE® – nothing looks, or defends, like it. The notched copper jacket and unique center post precisely control penetration and expansion. This hollow point delivers the most energy on target, exactly when you need it. Also available in low recoil loads.

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SEPTEMBER 2014 VOL. 59 NO. 09

SHOOTING INDUSTRY® (ISSN 0037-4148) is published monthly by Publishers’ Development Corporation at 12345 World Trade Dr, San Diego, CA 92128. Periodical Class Postage paid at San Diego, CA 92128, and at additional mailing offices. Subscription $25 yearly in U.S.A. Single copies $3 (except for the December SHOT SHOW issue, $25). Change of address: Four weeks notice required on all changes. Send old address as well as new. POSTMASTER: Send address changes to: SHOOTING INDUSTRY® 12345 World Trade Dr, San Diego, CA 92128. PRINTING SERVICES/PREPRESS: Democrat Printing Company. CONTRIBUTORS submitting manuscripts, photographs or drawings, do so at their own risk. Material cannot be returned unless accompanied by sufficient postage. PAYMENT will be made at rates current at time of publication and will cover reproduction in any or all of the editions of SHOOTING INDUSTRY®. OPINIONS expressed in bylined articles or columns are those of the author and do not necessarily reflect the views of the magazine or its staff. Copyright© 2014 by Publishers' Development Corporation. All rights reserved. Reproduction or use of any portion of this magazine without written permission is prohibited.

8 Firearm Makers Continue To Expand In South

10 YSSA Announces 2015 Grant Program

11 Steiner-Optik, Laser Devices Form L.E. Sales

13 “Hunting Works For America” Expands Again

14 Champion, Federal Announce Scholarships

15 DMT Receives Awards

17 Newsmakers

INDUSTRY NEWS

6 Letters

48 Index Of Advertisers

42 Open Range — Special Presentation Of Products & Services

44 New Products

48 Classifieds

DEPARTMENTS

FEATURES

COLUMNS18 PERSONAL DEFENSE MARKET Massad Ayoob

Additional Selling Tips For Highly Advanced Laser Sights

20 OUTDOOR MARKETPLACE Taylor Smithfield

Realtree Goes Beyond Camo

24 ARMS & THE WOMAN Lisa Parsons-Wraith

Programs Provide Opportunity For Growth

26 BACK BLAST & OTHER HOT GASES A “Cool” Ride To The Slammer

50 INDUSTRY WATCH Russ Thurman

Devastation Of Under-The-Radar Campaigns

23

Commander Gilmore

Franklin Armory Giveaway

30Exceed Customer Expectations

With Product Advancements, Online Presence

By Carolee Anita Boyles

AMPLIFYHIGH-TECH SALES

34Listen To Customers,

Track Trends To Seize Add-On Profits

By Pat Covert

Handgun Accessory Incentive

38Independent Dealers Can

“Absolutely” Profit In This Market

By Greg Staunton

MODERNmuzzleloading

28Industry-Only Event Captures $100,000 For Shooting Sports

By FMG Staff

2014 Shooting Industry

MASTERS

Franklin Armory Giveaway 23Franklin Armory GiveawayFranklin Armory Giveaway

www.shootingindustry.com SEPTEMBER 2014 5

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©2014 Sturm, Ruger & Co., Inc. 061014

THE 4R PROGRAM IS BACK AND BETTERTHAN EVER!

T H E R U G E R R A P I D R E T A I L R E W A R D S P R O G R A M SM

Sign-Up Visit the Ruger Rapid Retail Rewards ProgramSM website at www.rugerpromo.com and click on the “Sign-Up” navigation item. You will be stepped through a simple registration process.

Sell Ruger ® Firearms Do what you do best —sell Ruger®! With every new Ruger® firearm sold between May 29, 2014 and September 30, 2014, you will earn 4R Program points redeemable for FREE Ruger® firearms and accessories*.

Enter Your Sales Visit the “Get Rewarded” page of the 4R Program website. Track your sales online or download the Sales Tracking Form to record your sales as you move closer to a FREE Ruger® firearm or accessory!

Get Rewarded! Once you have accumulated enough 4R Program points, you can redeem them for FREE Ruger® firearms and accessories!

RUGERPROMO.COMVisit:

Today!

for 2014What’s New:

4R Exclusive Reward Firearms Limited edition firearms that are only available FREE through this program!

4R Reward Accessories This year we have added some of our newest, high-demand accessories for redemption.

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The Ruger Rapid Retail Rewards (“4R”) Program SM is a retailer incentive program that rewards retail sales reps for Ruger ® firearm sales.

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editor@shootingindustry.comLETTERS TO THE EDITOR

THE MOST TRUSTED NAME IN THE SHOOTING INDUSTRY.

Proudly distributed by: New for 2014 are the Escort Gladius Home Defense Shotguns. Available as a 20 GA in both semi-auto and pump, these shotguns are easy to handle, less recoil, less muzzle jump, less weight and cycle faster than a 12 GA! The Escort Gladius has many great features including adjustable comb, a vertical forward grip and tri-rails on the forend. A perfect gun to protect those you love the most.

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Dealers, do you have a comment or observation? We want to hear from you, email editor@shootingindustry.com.

Just What I NeededThe kind of research info I was searching for a few weeks

ago, I found in July’s Shooting Industry written by Russ Thurman (“U.S. Firearms Industry Today”). Thanks! Just what I needed!

Arthur SteadmanCommunications DirectorArmaLite Inc.Geneseo, Ill.

Your article on adjusted NICS trends, firearms sales by caliber, manufacturer, etc., is excellent and very useful. Thank you.

Susan Houde-Walter, CEOLaserMax Inc.Rochester, N.Y.

Thank you for the kind words. We continually hear from read-ers who use the July report for manufacturing projections, inves-tor reports, business plans and a lot of “who’s who” in the U.S. firearms industry.

The full July report is available on www.shootingindustry.com. SI Digital readers, click the hot link to read the report in our online edition.

Where’s The Ammo?I contacted all of the major domestic ammo manufacturers to

ask if I could order .22 LR ammo, identifying us as an FFL dealer. The responses were universally: “We don’t sell direct, contact your dealer.”

Realizing no one read our letters, I reiterated the fact we are dealers and had not received a shipment from our distributors for a couple of years. I wrote that none of our distributors had any rimfire ammo, “So could you please send me a list of distributors that they have shipped to?” The response: silence. The only new ammo in the supply chain is foreign — i.e., PMC, Fiocchi, Tula and Aguila.

So the question is, where’s the ammo? All we hear from the manufacturers is that the hoarders have it. Where are they getting it? I’d sure like to know.

If any distributors read this and will ship ammo, call me.Harold ParksSunrise Pass Arms Co.Minden, Nev.(775) 267-2284 9

your dealer.”

dealers and had not received a shipment from our distributors for a couple of years. I wrote that none of our distributors had any rimfire ammo, “So could you please send me a list of distributors that they have shipped to?” The response: silence. The only new ammo in the supply chain is foreign — i.e., PMC, Fiocchi, Tula and Aguila.

manufacturers is that the hoarders have it. Where are they getting it? I’d sure like to know.www.shootingindustry.com

JULY 2014 39

TOP 25 U.S. MANUFACTURERS 2012MANUFACTURER PISTOLS REVOLVERS

RIFLES SHOTGUNS TOTAL

Sturm, Ruger & Co. 865,671

251,940 534,333

31 1,651,975

Remington Arms Co. 51,633

738,690

372,421 1,162,744

Smith & Wesson

606,082 216,150

302,343 192 1,124,767

SIG SAUER

532,575

99,001

631,576

Mossberg/Maverick Arms

64,020 534,756

598,776

Savage Arms

302,757 15,332

318,089

Henry RAC Holding Corp.

212,603

212,603

Beretta USA

140,670

8,583

149,253

Glock

131,550

131,550

Burbak Machine

129,984

129,984

Kimber Mfg.

120,152

3,852

124,004

Beemiller (Hi-Point) 82,700

36,300

119,000

Colt Defense

111,247

111,247

Kel-Tec CNC Industries 78,074

14,145

7,362 99,581

Taurus Intl. Mfg.

92,074

92,074

Heritage Mfg. Inc.

89,847

89,847

STAG ARMS

78,367

78,367

Aero Precision

73,172

73,172

Keystone Sporting Arms 512

72,304

3 72,819

Saeilo Inc.

65,427

6,730

72,157

FN Mfg.

56,158

15,360

71,518

Springfield Armory

49,525

19,686

69,211

Rock River Arms

1,500

60,427

61,927

Windham Weaponry

57,659

57,659

North American Arms

588 54,511

55,099

SOUTHWICK — TOP-SELLING FIREARMS 2011 — APRIL 2014

TOTAL 2011 TOTAL 2012

TOTAL 2013 JAN. & FEB. 2014 MAR. & APR. 2014

CATEGORY BRAND MS* BRAND MS* BRAND MS* BRAND MS* BRAND MS*

Handguns Ruger 17.1%

Ruger 17.7% Ruger 17.3% Ruger 18% Ruger 18%

S&W 17.8%

Rifles Remington 16.0% Remington 11.5% Savage 10.2%

No Data Available Rock River Arms 17%

Ruger 11.5%Shotguns

Remington 24.6% Remington 19.7% Remington 24.7% Remington 20% Remington 26%

*Marketshare. Source: www.HunterSurvey.com and www.ShooterSurvey.com, monthly consumer monitoring services conducted by Southwick Associates.

sales for the three months ending March 30, 2014 are lower than the three months ending March 31, 2013, our sales are still higher as compared to quarters prior to the first quarter of 2013,” accord-ing to the company’s financial report.What brands are top sellers? According to consumer purchas-ing data from Southwick Associates, Ruger and Smith & Wes-son shared the top-selling handgun position for 2013. Savage, Southwick reports, was the top-selling rifle brand in 2013, while Remington dominated 2013 shotgun sales.

U.S. Firearm ProductionU.S. firearms manufacturers set a number of production re-cords in 2012, according to the “ATF’s 2012 Annual Firearms Manufacturing and Export Report” — the latest data available.

It was the second year in a row U.S. manufacturers set new high marks for total firearm production. In 2011, U.S. manufac-turers reported making six million firearms (6,351,479) in a sin-gle year for the first time. In 2012, U.S. manufacturers set an even higher mark, producing 8,872,456 firearms. That’s an impressive increase of 2,520,977 firearms, a 40 percent jump over 2011.

During 2012, U.S. manufacturers posted increases in all fire-arm categories, with rifle production posting the most significant increase. U.S. manufacturers made 3,168,206 rifles during the year, an increase of 37 percent over 2011. Handgun production also saw an impressive increase, with 4,155,240 guns built in 2012, a 31 percent increase. Shotgun production increased by 10 percent in 2012, with 946,010 guns made — the first time more than 900,000 shotguns have been built since 1999.

In addition, three U.S. manufacturers each built more than a million firearms in 2012: Ruger, Remington and Smith & Wesson — another first, according to our research.

Thus, at least through May, it appears wisdom has prevailed in using 2012 sales numbers as the “new norm.”

Your article on adjusted NICS trends, firearms sales by caliber, manufacturer, etc., is excellent and very useful.

www.shootingindustry.com

TOP 25 U.S. MANUFACTURERS 2012MANUFACTURER PISTOLS REVOLVERS

Sturm, Ruger & Co. 865,671

251,940

Remington Arms Co. 51,633

Smith & Wesson

606,082 216,150

SIG SAUER

532,575 Mossberg/Maverick Arms Savage Arms Henry RAC Holding Corp. Beretta USA

140,670 Glock

131,550

Burbak Machine

129,984 Kimber Mfg.

120,152 Beemiller (Hi-Point)

82,700 Colt Defense Kel-Tec CNC Industries

78,074 Taurus Intl. Mfg.

92,074 Heritage Mfg. Inc.

89,847

STAG ARMS Aero Precision Keystone Sporting Arms

512 Saeilo Inc.

65,427 FN Mfg.

56,158 Springfield Armory

49,525 Rock River Arms

1,500 Windham Weaponry North American Arms

588 54,511

SOUTHWICK — TOP-SELLING FIREARMS 2011 — APRIL 2014TOTAL 2011

TOTAL 2012 TOTAL 2013

CATEGORY BRAND MS* BRAND MS* BRAND MS*

Handguns Ruger 17.1%

Ruger 17.7% Ruger 17.3% S&W 17.8%

Rifles Remington 16.0% Remington 11.5% Savage 10.2% Ruger 11.5%

Shotguns Remington 24.6% Remington 19.7% Remington 24.7% Remington 20%

Remington 19.7% Remington 24.7% Remington 20%

*Marketshare. Source: www.HunterSurvey.com and www.ShooterSurvey.com, monthly consumer monitoring services conducted by Southwick Associates.

sales for the three months ending March 30, 2014 are lower than the three months ending March 31, 2013, our sales are still higher as compared to quarters prior to the first quarter of 2013,” accord-ing to the company’s financial report.What brands are top sellers? According to consumer purchas-ing data from Southwick Associates, Ruger and Smith & Wes-son shared the top-selling handgun position for 2013. Savage, Southwick reports, was the top-selling rifle brand in 2013, while Remington dominated 2013 shotgun sales.

U.S. Firearm ProductionU.S. firearms manufacturers set a number of production records in 2012, according to the “ATF’s 2012 Annual Firearms Manufacturing and Export Report” — the latest data available.

It was the second year in a row U.S. manufacturers set new high marks for total firearm production. In 2011, U.S. manufacturers reported making six million firearms (6,351,479) in a single year for the first time. In 2012, U.S. manufacturers set an even higher mark, producing 8,872,456 firearms. That’s an impressive increase of 2,520,977 firearms, a 40 percent jump over 2011.

During 2012, U.S. manufacturers posted increases in all firearm categories, with rifle production posting the most significant increase. U.S. manufacturers made 3,168,206 rifles during the year, an increase of 37 percent over 2011. Handgun production also saw an impressive increase, with 4,155,240 guns built in 2012, a 31 percent increase. Shotgun production increased by 10 percent in 2012, with 946,010 guns made — the first time more than 900,000 shotguns have been built since 1999.

In addition, three U.S. manufacturers each built more than a million firearms in 2012: Ruger, Remington and Smith & Wesson — another first, according to our research.

Thus, at least through May, it appears wisdom has prevailed in using 2012 sales numbers as the “new norm.”

Subscribe to SI DIGITAL

38 JULY 2014

www.shootingindustry.com

NSSF-ADJUSTED: NICS BACKGROUND CHECKS JAN. 2011 — MAY 2014

YEAR JAN. FEB. MARCH APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. TOTALS

2011 784,856 963,746 990,840 843,484 696,947 679,840 680,258 815,858 878,345 945,088 1,101,076 1,410,937 10,791,275

2012 920,840 1,266,344 1,189,344 931,660 840,412 846,437 853,355 1,042,924 1,007,259 1,118,994 1,525,177 2,237,731 13,780,283

2013 1,790,154 1,634,309 1,501,730 1,185,231 974,457 872,025 855,259 1,016,559 1,034,701 1,113,818 1,308,100 1,520,529 14,796,872

2014 970,510 1,264,010 1,224,705 988,726 877,655 — — — — — — — 5,325,606

NSSF removes NICS purpose codes used by several states for CCW application checks and other purposes. The removal of this data provides a more accurate report

of background checks conducted for the purchase of firearms. Visit www.nssf.org/research.

Very few business executives projected that 2014 would match

the sales of 2013. During the latter part of last year, many execu-

tives spoke of adjusting to the “new norm,” while pondering just

what the new normal was compared to previous sales years.

Prevailing wisdom focused on 2012 as the best hoped-for

level of business for 2014. That provided plenty of opportunity,

given that 2012 was a pretty good year for firearm sales.

And, according to a number of indicators, firearm sales for the

first five months of 2014 have exceeded 2012 levels.

Normalized Levels

During May, NICS conducted 877,655 (NSSF-adjusted) back-

ground checks. While this was a 9.9 percent decrease, compared

to May 2013, it was the second highest May in NICS history.

More importantly, it was a 4 percent increase over May 2012.

This trend — a decrease in background checks compared to

2013, but an increase compared to 2012 — is reflected in the ear-

ly months of 2014. Thus, at least through May, it appears wisdom

has prevailed in using 2012 sales numbers as the “new norm.”

In February, Ruger reported a 40 percent growth in sales for

2013. In May, the company reported its 2014 first-quarter sales.

“Our earnings increased 2 percent from the first quarter of

2013 on a 9 percent increase in sales. The main driver of the

reduced operating margins was a product mix shift away from

unusually strong sales of higher-margin firearms accessories that

we enjoyed one year ago. New products represented $41.3 mil-

lion or 24 percent of firearm sales in the first quarter of 2014,”

said Mike Fifer, Ruger CEO.

In March, Smith & Wesson reported that its 2014 third-quarter

sales, which ended Jan. 31, increased 7 percent. Excluding Wal-

ther products sold in the prior year as part of a distribution agree-

ment, S&W’s net sales growth was 16.7 percent.

“We maintained our focus on increasing market share of our

Smith & Wesson M&P polymer pistol family of products, and

thereby delivered handgun revenue growth of nearly 30 percent,

a solid result when we consider the year-ago quarter reflected a

surge in consumer demand,” said James Debney, S&W Holding

Corp. president and CEO.

In March, Remington Outdoor Company reported that its fire-

arms sales for the three months ending March 30 decreased 30.7

percent compared to the quarter ending March 31, 2013.

“In late 2013, we began to see sales returning to more normal-

ized levels in most categories, in particular the MSR and 1911

lines, although demand is still above historical levels. Although

The U.S. firearms industry is experiencing a bit of whiplash in the

summer of 2014. The slowdown of firearm sales, compared to 2013,

is requiring a bit of “getting used to,” along with adjustments to sales

projections, promotions and marketing and product development.

U.S. FIREARMS

INDUSTRY TODAYFOLLOWING RECORD SALES, INDUSTRY ADJUSTS TO “NORMAL” MARKET

By Russ Thurman

©2014 Sturm, Ruger & Co., Inc. 061014

THE 4R PROGRAM IS BACK AND BETTERTHAN EVER!

2014T H E R U G E R R A P I D R E T A I L R E W A R D S P R O G R A M SM

* For complete Rules and Regulations, please visit the Ruger Rapid Retail Rewards ProgramSM website at www.rugerpromo.com.

Sign-Up Visit the Ruger Rapid Retail Rewards ProgramSM website at www.rugerpromo.com and click on the “Sign-Up” navigation item. You will be stepped through a simple registration process.

Sell Ruger ® Firearms Do what you do best —sell Ruger®! With every new Ruger® firearm sold between May 29, 2014 and September 30, 2014, you will earn 4R Program points redeemable for FREE Ruger® firearms and accessories*.

Enter Your Sales Visit the “Get Rewarded” page of the 4R Program website. Track your sales online or download the Sales Tracking Form to record your sales as you move closer to a FREE Ruger® firearm or accessory!

Get Rewarded! Once you have accumulated enough 4R Program points, you can redeem them for FREE Ruger® firearms and accessories!

20142014

RUGERPROMO.COMVisit:

Today!

for 2014What’s New:

4R Exclusive Reward Firearms Limited edition firearms that are only available FREE through this program!

4R Reward Accessories This year we have added some of our newest, high-demand accessories for redemption.

Faster Redemption We have already started shipping the reward firearms to our fulfillment partner which will vastly improve our delivery times.

The Ruger Rapid Retail Rewards (“4R”) Program SM is a retailer incentive program that rewards retail sales reps for Ruger ® firearm sales.

201420142014for 2014

The Ruger Rapid Retail Rewards is a retailer incentive program that rewards retail

201420142014The Ruger Rapid Retail Rewards is a retailer incentive program that rewards retail

4R Exclusive Ruger 22/45 Lite ® with Bronze Finish

4R Exclusive Ruger American Rifle ® Predator in 25-06 REM

Subscribe to SI DIGITAL8 SEPTEMBER 2014 www.shootingindustry.com

Introducing New Elite Performance Ammunition from SIG SAUER ®.

From the standard bearer in high performance fi rearms comes a new standard in personal defense ammunition giving you optimal performance, round after round.

THE MOST ELITE NAME IN FIREARMS IS THE NEWEST NAME IN AMMUNITION.

The SIG V-Crown stacked hollow point design provides a smaller, additional hollow point cavity behind the main cavity. This design, along with V-shaped jacket skives and scores provides controlled, uniform expansion at all effective distances and velocities.

SIG V-Crown™ Jacketed Hollow Point

RELIABILITY, ACCURACY, PERFORMANCE.WOULD YOU EXPECT ANYTHING LESS?

The SIG V-Crown stacked hollow point design provides a smaller, additional hollow point cavity behind the main cavity. This design, along with V-shaped jacket skives and scores provides controlled, uniform expansion at

Learn more at

SigSauer.com/Ammunition

SIG_SAUER_FP_SHOOT_INDUSTRY_Sept-2014.indd 1 8/5/14 8:08 AM

Additional Selling Tips For Laser Sights — pg. 18INDUSTRY NEWSFirearm Makers Continue To Expand In South

The NASGW has announced Chris Cox, NRA executive director of Institute for Legislative Ac-tion (ILA), will be the featured speaker at the NASGW annual awards reception and dinner in October.

Cox has served as the executive director of the NRA-ILA since 2002. As chief lobbyist and prin-cipal political strategist, Cox oversees eight NRA-ILA divisions that cover the gamut of interests and concerns of the NRA’s 5 million members.

“We’re delighted to have Chris highlight this year’s awards program. With the upcoming No-

vember national and state elections, it’s very im-portant for all of our members to stay current with what is happening at state capitols and Congress,” said Kent Williams, NASGW chairman of the board.

Cox will address industry leaders on Tues-day, Oct. 14, just prior to the opening of the 2014 NASGW Expo and Annual Meeting, scheduled for Oct. 15-17 at the Statehouse Convention Cen-ter in Little Rock, Ark.

Visit www.nasgw.org

NASGW Announces Cox As Featured Speaker

The South continues to benefit from firearm manufacturers who are expanding away from less-gun-friendly states.

In early July, Mossberg announced the completion of a ma-jor expansion at the company’s Maverick Arms facility in Eagle Pass, Texas. The new 116,000-square-foot addition significantly increases Mossberg’s manufacturing and distribution capabilities in the state.

“Investing in Texas was an easy decision. It’s a state that is not only committed to economic growth but also honors and re-spects the Second Amendment and the firearm freedoms it guar-antees for our customers,” said Iver Mossberg, CEO.

The expanded Maverick Arms complex houses production, assembly and distribution of shotguns and rifles for the Moss-berg, Maverick and Mossberg International brands. More than 90 percent of the company’s total production is based in Eagle Pass.

According to officials, the Texas Enterprise Fund (TEF) and the state’s low taxes, smart regulations, fair courts and skilled workforce were key to Mossberg’s decision to invest in Texas.

“This TEF investment in Maverick Arms will help create jobs and opportunity in Eagle Pass, while reaffirming Texas’ long-standing support of the Second Amendment,” said Texas Gov. Rick Perry.

The expansion, which includes a $3.4 million capital invest-ment, will consolidate more of the company’s manufacturing in Texas and create 50 new jobs.

“This expansion will allow us to take full advantage of the outstanding work ethic of our long-time employees and help us meet an ever-growing demand for Mossberg rifles and shotguns. We thank Governor Perry and TEF for their efforts which made this expansion possible,” Mossberg said.

The company’s corporate headquarters and some manufactur-ing will remain in North Haven, Conn., where the company has been located since 1919.

Visit www.mossberg.com

Beretta To Move ProductionIn late July, Beretta USA announced it will move its manufac-

turing capabilities from Maryland to the company’s new produc-tion facility in Gallatin, Tenn. Previously, the company planned to use the Tennessee facility for new machinery and production of new products only. It is scheduled to open in mid-2015.

“During the legislative session in Maryland that resulted in passage of the Firearm Safety Act of 2013, the version of the statute that passed the Maryland Senate would have prohibited Beretta USA from being able to manufacture, store or even im-port into the state products that we sell to customers throughout the United States and around the world. While we were able in the Maryland House of Delegates to reverse some of those ob-structive provisions, the possibility that such restrictions might be reinstated in the future leaves us very worried about the wis-dom of maintaining a firearm manufacturing factory in the state,” said Jeff Cooper, Beretta USA general manager.

Company officials say the transition of production from Mary-land to Tennessee will not occur until 2015, and will be managed so as not to disrupt deliveries to Beretta customers. Beretta USA’s production of the U.S. Armed Forces M9 9mm pistol will con-tinue at the Accokeek, Md., facility until all current orders from the U.S. Armed Forces have been filled.

Beretta USA says it will meet with employees whose Mary-land jobs may be impacted by the move to discuss taking posi-tions at the Tennessee plant, or to present a long-term strategy for remaining with the company while production in Maryland continues.

Beretta USA anticipates the Tennessee facility will involve $45 million of investment in building and equipment and the em-ployment of around 300 employees during the next five years.

The company has no plans to relocate its office, administrative and executive support functions from its Maryland facility.

Visit www.berettausa.com

Chris Cox

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INYSSA Announces 2015 Grant Program

The Youth Shooting Sports Alliance (YSSA) is conducting its eighth National Youth Shooting Sports Program Needs Assess-ment this fall to identify youth shooting sports programs that are being limited in growth by their need for additional equipment and supplies.

A panel of select members of the shooting sports industry will review proposals submitted in response to this assessment and se-lect the priority programs that best contribute to the future market goals of the industry.

Youth program leaders are encouraged to submit an applica-tion for YSSA support by Sept. 24, 2014. The online application

can be found at www.youthshootingsa.com under “YSSA Outreach.” The prior-ity proposals will be announced in late October.

The YSSA has provided product sup-port for over 350 priority youth shooting sports programs to date, and has distributed over $1.1 million worth of equipment and supplies to address limitations to growth of these programs.

Visit www.youthshootingsa.com

FNH USA announces the Killeen, Texas, police department has purchased 231 new FN 15 Carbines. The rifles, which are fitted with A2-style front sights and include 30-round magazines, are produced at the company’s production facilities in Columbia, S.C., and distributed through TK Tactical.

“The FN 15 Carbine offers the standard benefits expected from an M4-style rifle, plus the unparalleled durability and reli-ability law enforcement officers demand in the line of duty,” said Mark Cherpes, FNH USA president and CEO.

In addition to department procurements, the FN 15 Carbine is

also available for individual purchase at a special discount by eli-gible law enforcement officers, first responders and military ser-vice members through the FNH USA Individual Officer Program.

Visit www.fnhusa.com

FNH USA Wins Police Rifle Contract

FNH USA FN 15

www.shootingindustry.com SEPTEMBER 2014 11

INSmith & Wesson Corp. announced in

May it provided monetary donation to two local charities in Springfield, Mass. Dur-ing a special ceremony at the company’s headquarters, both the Shriners Hospitals for Children and the Ronald McDonald House charities were presented checks to support future growth of the organizations.

Through special activities sponsored by company employees, $24,000 was raised for both charities. Smith & Wesson matched employee contributions, result-ing in a total donation of $48,000.

“Through their tireless efforts and unwavering dedication, the Shriners Hos-pital and the Ronald McDonald House of Springfield have served as a source of in-spiration and hope to thousands of fami-lies facing serious medical crises,” said James Debney, Smith & Wesson president and CEO. “It is our hope that this dona-

tion will help to play a small part in the larger role these charities perform on a daily basis.”

Donations for both charities were raised through a variety of activities sup-ported by the employees of Smith & Wes-son.

“Shriners Hospitals for Children and the Ronald McDonald House most grate-fully acknowledge Smith & Wesson for the outstanding support and partnership they have shown our organizations via the 2012 Comedy Night. Your support will further our missions of providing life-changing medical care to children and comfortable housing for their families. We look forward to a continued partnership with Smith & Wesson,” said Karen Moty-ka, Shriners Hospital development officer.

Visit www.smith-wesson.com

Smith & Wesson Supports Children’s Charities

James Debney (center), S&W president and CEO, presents checks to both the Shriners Hospital for Children and the Ronald McDonald House charities.

Steiner-Optik has announced sales of Laser Devices’ weapons aiming systems, battle lights and accessories to law enforce-ment dealers in North America will now be managed through Steiner’s North Ameri-can sales team and dealer network. Laser Devices will continue to directly manage sales to domestic military agencies and all international customers.

“With this structure, we can rapidly and effectively address the needs of law en-forcement dealers and agencies in the U.S. by leveraging the sales and marketing or-ganization through which Steiner is already achieving substantial success,” said Mark DiOrio, Laser Devices general manager.

“The combination of Laser Devices’ worldwide, battle-proven product and cus-tomer knowledge with Steiner sales and marketing strength will enable us to ac-celerate the development and distribution of new eOptics (electro-optics) products,” said Tom Frane, Steiner VP of sales, mar-keting and business development.

Visit www.steineroptics.com, www.laserdevices.com

Steiner-Optik, Laser Devices Form L.E. Sales

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Yamaha Raises $15,000 For Charities Yamaha Motor Corp. USA has donated

$15,000 to two of the company’s charita-ble organization partners: Honored Ameri-can Veterans Afield (HAVA) and Feed the Children (FTC).

Yamaha recently gathered select motor-sports dealers for an incentive and appre-ciation event in Texas, where the company unveiled the all-new 2015 Viking VI EPS six-person Side-by-Side vehicle. During the event, Yamaha committed to donating $15,000 to be split evenly between the two organizations.

“Yamaha is a longtime supporter of both HAVA and FTC and is excited to be able to increase our financial contributions to each of these great organizations this year through the Viking VI launch event,”

said Steve Nessl, Yamaha ATV/SxS group marketing manager. “As a founding spon-sor of HAVA and official partner with FTC for nearly 20 years, Yamaha is extremely proud to support these organizations and the work they do for veterans and families in need.”

HAVA was created to help disabled soldiers and veterans with the healing process through active participation in outdoors sports. Yamaha has worked with Feed the Children to raise several hundred thousand dollars and feed tens of thou-sands of children.

Visit www.yamahamotorsports.com, www.honoredveterans.org, www.feedthechildren.org

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Anschütz announces the establishment of a subsidiary branch, Anschütz North America. The facility will focus on the U.S. distribution and marketing of the company’s German rifles and shooting ac-cessories.

“The USA is a powerful market with a huge demand for Anschütz premium quality rifles. Over the years, the contin-ued interest from the American hunters and target shooters in our fine hunting and high-precision target rifles has given us the confidence to further grow and support this important market,” said Jochen An-schütz, J.G. Anschütz GmbH & Co. KG president.

In the past, Anschütz offered its Hunt-ing and Sporter rifles exclusively through Steyr Arms Inc.

“We would like to highlight our appre-ciation of Steyr Arms’ dedication and com-mitment to building the Anschütz Hunting and Sporter brand in the U.S.,” Anschütz said.

Anschütz North America is offering its U.S. customers the Anschütz After-Sales Service for all company products, as well as support of warranty claims, repairs, spare parts and technical information. The established U.S. Anschütz distribution chain and main dealer network continue to operate as they have for a number of years.

For further details on Anschütz North America, contact Steven Boelter, custom-er relations manager, at steven.boelter@anschuetz-sport.com.

Anschütz Establishes USA Operations

Streamlight Inc. has announced the company and several of its U.S. distribution partners recycled over 3,200 pounds of re-chargeable batteries during the first quarter of 2014.

The company and its distributors are partners with Call2Recycle, the only free rechargeable battery-recycling program in North America.

“Since 2011, Streamlight and its par-ticipating dealers have joined thousands of U.S. businesses in serving as battery collec-tion sites in a collective effort to maintain a

healthy and safe environment for our com-munities,” said Ray Sharrah, Streamlight president and CEO.

In 2013, the company and its distribu-tors recycled more than 10,000 pounds of batteries. By recycling customers’ recharge-able batteries, Streamlight and its partici-pating dealers help prevent the used prod-ucts from entering the solid waste stream.

Visit www.streamlight.com

Streamlight Announces Recycling Results

www.shootingindustry.com SEPTEMBER 2014 13

IN

The NSSF announces its “Hunting Works For America” pro-gram now includes a state chapter in Wisconsin. “Hunting Works For Wisconsin” joins Arizona, Minnesota, North Dakota, Iowa, Missouri, Pennsylvania and Utah as the eighth state to be includ-ed in the award-winning program.

“Hunting Works For America,” through its state organiza-tions, seeks to bring a broad range of stakeholders together to educate the public and elected officials about the importance of hunting, including its economic impact.

“Hunting Works For Wisconsin” has more than 70 partner or-ganizations, and will add dozens more in the months to come.

“Thousands of people hunt in Wisconsin every year. Hunt-

ers spend $2.6 billion a year in Wisconsin and contribute $228 million in state and local taxes. This spending translates into 34,000 Wiscon-sin jobs, $1 billion in salaries and wages and an economic ripple effect of $4 billion,” said Chris Dolnack, NSSF senior VP and CMO.

“Hunting Works For America,” which launched in 2010 with just three states, now represents more than 1,000 businesses, organizations and associations representing tens of thousands of stakeholders.

Visit www.nssf.org

“Hunting Works For America” Expands Again

NSSF EndorsesOrchid Advisors

NSSF and Orchid Advisors announce Orchid has become an endorsed com-pliance information provider for NSSF members.

“This service agreement is yet another example of how we’re listening to our members and, through this valuable ben-efit, assisting them to obtain the quality guidance they need to better identify, un-derstand and address compliance head-on in our complex and heavily regulated in-dustry,” said Steve Sanetti, NSSF president and CEO.

“Over the course of the next year, Or-chid will be significantly expanding its compliance solutions in the areas of online and print education, firearms-specific con-ferences and software solutions for dealers, distributors, importers and manufacturers,” said Jon Rydberg, Orchid Advisors CEO.

Visit www.nssf.org, www.orchidadvisors.com

SHOT Show HonoredIn other NSSF news, the SHOT Show

has been cited as one of the Top 25 fastest-growing trade shows based on attendance growth by a leading industry trade publi-cation. The honor announced by the Trade Show News Network (TSNN) places the SHOT Show with many of the trade show industry’s most recognized names.

“It’s outstanding that our industry’s trade show, the SHOT Show, continues to grow and be recognized with the best and fastest-growing shows in North America. This honor is shared by all the talented people who work on the show,” said Chris Dolnack, NSSF senior VP and CMO.

Visit www.shotshow.org

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INChampion Traps & Targets and Federal

Premium Ammunition have announced the winners of the 2014 Tom Knapp Me-morial Scholarship. Tyler Koenen of Al-den, Minn., and Jenna Jahnke of Stillwa-ter, Minn., were presented $5,000 awards at the Minnesota State High School Trap League Championship, an event that host-ed more than 4,000 students in June in Al-exandria, Minn.

Koenen will apply his scholarship to an education in mechanical engineering at Iowa State University, while Jahnke will use her award at Minnesota’s Century Col-lege, where she will study accounting.

The scholarship program was created to honor legendary exhibition shooter Tom Knapp, who passed away in April 2013.

With the support of his wife, Colleen, Champion extended Knapp’s licensed products program to fund the scholarship. The two scholarship winners were cho-sen from applicants within the Minnesota State High School Clay Target League.

“Tom Knapp was actually the person who inspired me to get into clay target shooting, so it was a great honor to be one of the recipients of this award,” Koenen said.

“It’s pretty awesome. I like the rou-tine of shooting and watching the targets break,” Jahnke said.

Visit www.championtarget.com, www.federalpremium.com, www.mnclaytarget.com

Champion, Federal Announce Scholarships

From left are Ryan Bronson, Federal Premium; Tyler Koenen; Colleen Knapp; Jason Nash, Federal Premium and Jenna Jahnke.

In May, Gray Loon Marketing Group marked its 20th anniversary of business. Tom Lewis and Jon Ruthenburg founded the marketing communications agency on May 1, 1994.

“We’re proud of the great relationships we’ve built over the years with so many iconic brands in the outdoor recreation and shooting sports industries, including long-time partners Jordan Outdoor Enterprises (Realtree), Benelli USA and many more,” said Tom Lewis, Gray Loon Group COO.

The agency provides clients around the world with website development and hosting, analytics and analysis, eCom-merce solutions, social media marketing

and other digital mar-keting services, as well as traditional marketing campaigns, printed ma-terials and branding.

“The agency has continued to grow for two decades because we focus on client suc-cess, and we’re grateful to the many excit-ing brands in the outdoor industry who’ve chosen to work with us over the years,” said Brita Lewis, marketing strategist/ac-count executive.

Visit www.grayloon.com

Gray Loon Marketing Celebrates 20 Years

www.shootingindustry.com SEPTEMBER 2014 15

INDiamond Machining Technology (DMT) has received the

President’s “E” Award for Exports. U.S. Secretary of Commerce Penny Pritzker presented the award at a recent ceremony in Washington, D.C.

The “E” Awards are the highest recognition any U.S. entity may receive for making a significant contribution to the expan-sion of U.S. exports.

“Over the past five years, in addition to strong U.S. sales growth, DMT has expanded its export sales by an average of 18 percent per year and added 13 new ‘shipped-to’ countries. It is a credit to our vibrant international distribution network, as well as the quality of our made-in-America products,” said Mark Bran-don, DMT president.

In a congratulatory letter, Secretary Pritzker wrote, “The ‘E’ Awards Committee was very impressed with DMT’s exporting to 37 countries. The company’s co-branded marketing program was also particularly impressive. DMT’s achievements have undoubt-edly contributed to national export expansion efforts that support the U.S. economy and create American jobs.”

DMT recently received a North American Retail Hardware Association (NRHA) Packaging and Merchandising Award. DMT’s DuoSharp Bench Stone received the Silver distinction in the hand-tools packaging category.

“We are thrilled. Our team worked hard on the new packaging designs to incorporate modernization, efficiency, branding and shelf appeal,” Brandon said.

The new DuoSharp packaging includes front and back finger openings, which allow consumers to touch working surfaces, and a built-in bottom support and double-reinforced tab for retail dis-plays.

Visit www.dmtsharp.com

DMT Receives Awards

U.S. Secretary of Commerce Penny Pritzker (left) presents the President’s “E” Award to Mark and Stacey Brandon of DMT.

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Sportsmen’s Alliance Redesigns Website

The U.S. Sportsmen’s Alliance (USSA) announces the launch of its reno-vated website that highlights the alliance’s work to defend and promote hunting, fish-ing and trapping nationwide.

A key feature of the updated site is the state-by-state breakdown of issues affect-ing the nation’s outdoor heritage on the “Government Affairs” page. Visitors can also view the “President’s Blog” and the “Sportsmen’s Notebook,” as well as other USSA staff members and guests.

“The rebuilding of our site is one of many steps forward we have taken in re-cent months, and there are many more to come. Ultimately, our goal is to build the most effective organization possible to protect hunting, fishing and trapping op-portunities in the country, and our new website is a small but important compo-nent of that effort,” said Nick Pinizzotto, USSA president and CEO.

Visit www.ussportsmen.org

Hunting, Target Shooting Impacts U.S. EconomyThe NSSF has issued the report, “Economic Impact of Hunt-

ing and Target Shooting in America.” The report combines NSSF’s reports, “Hunting in America” and “Target Shooting in America.” Among the report’s significant statistics: spending by America’s sportsmen and women has a total impact of $110 bil-lion annually to the U.S. economy.

“America’s hunters and target shooters create one giant eco-nomic engine, whose hum can be felt throughout our country and by businesses of all sizes,” said Elizabeth Karasmeighan, NSSF

director of legislative and policy research.The report includes a state-by-state breakdown of the eco-

nomic contributions from combined hunting and target-shooting activities. Leading the pack is Texas, whose hunters and shooters generate $5.1 billion in economic activity, followed by Michigan and New York at $4.6 billion and Wisconsin at $4.2 billion.

“These impressive economic numbers show the popularity of target shooting and hunting are good for the industry and good for America,” said Steve Sanetti, NSSF president.

The findings in the reports are based on spending activity from 2011. The “Economic Impact of Hunting and Target Shooting in America” report, as well as the individual “Hunting in America” and “Target Shooting in America” reports, are available at www.nssf.org/research.

www.shootingindustry.com SEPTEMBER 2014 17

INDUSTRY NEWSMAKERSPROOF ResearchHires Director

John Clements has joined PROOF Re-search as director of research development and testing.

Clements’ experience includes 31 years of government service, with 16 spent as the weapons program manager at Naval Spe-cial Warfare Development Group. He also held a senior engineering technician posi-tion at NSWC Crane.

SAAMIElects Board Members

Joe Bartozzi, se-nior VP and general counsel of O.F. Moss-berg & Sons, was elected chairman of the board of direc-tors for the Sporting Arms and Ammuni-tion Manufacturers’ Institute (SAAMI).

Brett Flaugher, VP of marketing, sales and strategy at Olin/Winchester, was voted vice-chairman. John Smith, NSSF VP and CFO, was named treasurer. Larry Keane, NSSF senior VP and general counsel, now serves as secretary.

Böker USANames VP Of Sales

Tony Aliffi has been named VP of sales at Böker USA. He will oversee the sales of the Böker brands in the outdoor industry as well as in the kitchen cutlery market.

“Tony’s strong background in the sales of knives, watches and outdoor acces-sories provide the leadership to build on the growth of the Böker brand,” said Dan Weidner, Böker USA president.

LaserMaxAppoints Marketing Specialist

Laura Evans has been appointed mar-keting communications specialist at Laser-Max. She will be responsible for expanding brand awareness through multimedia mar-keting communications and play a role in improving the quality and effectiveness of the company’s over-all marketing plan.

“Laura’s exten-sive background and industry experience make her a tremen-dous asset to our team,” said Celia Crane, LaserMax di-rector of marketing.

Evans joins LaserMax with over 15 years of marketing communications expe-rience and most recently held the position of marketing communications coordinator at Crosman, where she managed public re-lations, media relations and marketing col-lateral. She received a bachelor’s degree in public relations from the State University of New York at Fredonia.

SellmarkAppoints VP, Manager

Tim Hewitt is now VP of marketing for Sellmark. He has 20-plus years of mar-keting experience. Prior to Sellmark, he served in director-level roles with Fortune 500 brands, as well as leadership positions with national advertising agencies.

Matthew Long has been named domes-tic sales team manager. With 17 years of sales experience, Long will oversee and expand the domestic sales team, which currently consists of 14 representatives.

Battenfeld TechnologiesAnnounces Key Management Positions

Jim Gianladis is now CEO for Bat-tenfeld Technolo-gies. He has led the company’s sourcing, product development and marketing efforts as a VP since 2011.

Adam Birk has been named COO. He previously served as VP of engineer-ing and operations for the company.

“I’m very grateful for the opportunity to help lead and execute strategies for a team that is so dedicated to innovation, customer satisfaction and continuous im-provement,” said Birk.

Both Birk and Gianladis joined Batten-feld in 2007.

Leupold & StevensAnnounces Staff Promotions

Mike Slack has been named brand creative director at Leupold & Stevens. Slack has 33 years of experience in market-ing, communications and advertising with the company. In his new role, he will lead creative development while fostering strate-gic industry partnerships.

Pat Mundy has been appointed direc-

tor of brand com-munications. He will provide leadership in the areas of advertis-ing, digital/web com-munications, show sponsorships, celeb-rity endorsements, media and industry relations, merchan-dising and marketing services. Mundy has worked for Leupold & Stevens for over 10 years.

Shane Meisel and Steve Krajczyn-ski have been named managers within the marketing department, with Meisel leading trade marketing programs and Krajczynski leading consumer marketing programs.

Tim O’Connor is now manager of con-sumer services, and will oversee technical services, product services, the Leupold custom shop and product training. He has been with the company for 15 years.

BOWTECH ArcheryHires VP, Sales And Marketing

Scott Henrikson is now senior VP of sales and marketing at BOWTECH Ar-chery. He has more than 25 years of ex-perience in consumer products. Henrikson will oversee all prod-uct lines for BOW-TECH including the Diamond, Stryker, Octane and Excalibur Crossbow brands.

“His expertise in brand growth and his ability to produce exceptional results among his sales teams will be a tremen-dous asset,” said Ron Johnson, BOW-TECH Archery CEO.

Outtech Inc.Hires Office Manager, Retail Analyst

Leah Wallenhorst has joined Outtech Inc. as office manager. The former cor-porate director for Ladies Who Launch, Wallenhorst is a graduate of Kent State University with a degree in hospitality management.

Megan Clift has been appointed as re-tail analyst for Bass Pro Shops. She is a graduate of Missouri State University with a degree in hospital-ity and restaurant management. 9

M. Slack

J. Gianladis

L. Wallenhorst

J. Bartozzi

L. Evans

P. Mundy

S. Henrikson

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Massad AyoobPERSONAL DEFENSE MARKETAdditional Selling Tips For Highly Advanced Laser Sights

Other Advantages Of Laser Sights

We’ve come a long way since the original, giant laser sights were introduced and opened up a new concept in personal de-fense. Today, the ability to project a red or green dot on a tar-get has proven appealing to more shooters and law enforcement agents than ever, and some gun shops would sell more if they spent more time explaining what these devices bring to the shoot-er’s table.

First, an obvious selling point: For guns with tiny sights, a projected laser beam makes a lot of sense. Most Crimson Trace dealers tell me the bestseller in the line is the LaserGrip for the J-Frame revolver. Almost every serious handgunner owns at least one of these small-frame Smith & Wessons. For decades, they came with narrow front sights, only 0.1 inches wide, and propor-tionally narrow rear sight notches. They’re hard to see in day-

light, let alone in the dark. A projected red dot on these little guns solves the problem. I have one on the S&W M&P340 that sits in my pocket as I write this.

The same is true on a number of small semiautos, notably the little LCP 380 that has become Ruger’s best-selling hand-gun — which dealers can barely keep in stock. The little sights that come with the LCP aren’t the gun’s strongest selling point. Enter the Crimson Trace LaserGuard, which mounts on the front of the triggerguard and is touch-activated via a pressure switch. Customers need to actually see and experience how a laser sight improves close-range speed and accuracy on these little “mouse guns” to actually appreciate it.

LaserMax, which for many years has offered a laser sight that fits over the sideplate of a J-Frame, has just announced their Cen-terFire laser sight. This new unit attaches under the barrel and projects its beam from directly under the muzzle — which strikes me as more efficient than offset. It extends in front of the frame, however, and will require a dedicated holster, or a generously sized generic one such as those from Remora Holsters.

LaserLyte has just announced a similar front-of-the-trigger-guard, under-the-muzzle laser attachment for the economy-priced Diamondback micro-size 9mm and .380. The Master Module system UTA-DB fits into the gun’s housing seamlessly and the programmable laser features a dual-mode constant-on and pulse, with an auto-off option after six minutes to preserve battery life.

If your gun shop is like most, you have a waiting list for Glock’s slim new .380, the G42. No concealment-size .380 is easier to shoot, and it comes with sights just like the standard ones on a full-size Glock. A laser sight is nonetheless a useful addition, and Crimson Trace has just announced a model in its LaserGuard series to fit the Glock 42.

Another obvious advantage of a laser sight is the safety net it provides for the point-shooting advocate who won’t raise conven-tional sights to eye level or the handicapped shooter who can’t. And, speaking of the handicapped, another advantage to laser sights is that a wounded shooter can aim and shoot from the hip or a belly-high hold if his handgun is equipped with a laser sight.

Remind your customers that virtually every top shooter rec-ommends dry-firing. A laser sight is an excellent aid for improv-ing their trigger press. The shooter simply puts the dot on a safe backstop and does his or her best to press the trigger straight back, without the red or green dot bouncing or jerking when the hammer falls or the striker goes forward.

It’s sort of “bio-feedback” and can be a tremendously helpful shortcut in learning to distribute trigger pressure in a smooth press rearward that does not disturb the muzzle or alter the point of aim.

Does your customer ever show a friend or relative how to shoot? If so, remind them the laser sight is a tremendous aid for a firearms instructor working with a new shooter. Particularly if the student has a bit of machismo, he may be resistant to being told he’s flinching or jerking the trigger. In that case, the instructor simply hands the student a laser-fitted gun that has been triple-checked and confirmed unloaded, and tells the student to dry-fire at a given target and “follow the bouncing red ball.” When that red

line jerks downward like an Enron profit-loss chart, the irrefutable proof is now literally before the student’s eyes.

Freud allegedly said 90 percent of curing a neurosis was find-ing out what caused it. That’s largely true of trigger press prob-lems, too. This diagnostic drill helps the student to see and accept the problem sooner — which means it gets fixed sooner. And one way to fix it has already been mentioned: Have the student get the laser dot on target and press the trigger without moving the dot.

LaserMax recently expanded the CenterFire laser series to include a model designed for Smith & Wesson J-Frame revolvers.

The LaserLyte TGL UTA-YY laser designed for the Glock G42 pistol features ambidextrous activation, dual modes and an auto-off option.

www.shootingindustry.com SEPTEMBER 2014 19

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PDMLights With Lasers

The red dot helps your customer hit the target, but in the dark it doesn’t do anything to help him find or identify it. A combination light/laser sight unit solves that problem.

Several years ago, I was part of a group that tested the effectiveness of different night shooting techniques. We learned a weapon-mounted light — which allowed the shooter a proper two-hand firing hold instead of juggling a flashlight in one hand and a pistol in the other — provided faster hits on target in the dark. We also found if we could see the target to identify it in the dim light, a laser-sighted gun was faster still. The single fastest, surest combination was white light and laser combined.

The EOTech Insight M6X, Streamlight TLR-4 and SureFire X400 are three weap-on light/laser combination units that I’ve used and can recommend. The addition of the laser module makes them bulkier than less expensive units, which project white light only, so they may not fit some hol-sters made to accommodate pistols with standard lights. However, a lot of home-defense guns are kept in safes, drawers or on nightstands, so many of your non-police customers won’t worry about that.

Laser sights are here to stay, and get-ting more compact and effective all the time. I hope the suggestions in this column will help you to boost your sales of these useful, potentially life-saving devices. 9

The single fastest, surest combination was white

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visually appealing? How do customers perceive your “brand”? It takes some brainstorming to come up with ideas that “go beyond the camo.” Flip through Realtree’s “Look Book” and then grab a napkin to begin strategizing on how you can create an “experi-ence” for your customers.

Visit www.realtree.com

Taylor SmithfieldOUTDOOR MARKETPLACE

Continued on page 22

Realtree Goes Beyond Camo

CAA Offers Dealers Free Display

In the time it takes to doodle some new marketing ideas for your gun store on a napkin, you’ll have flipped through the digi-tal “2014 Realtree Summer Look Book.” Hopefully, you won’t miss the genius behind the book’s campaign.

The “Look Book” is a catalog — but looks more like a sto-rybook — that displays Realtree’s summer apparel and fishing, boating and sports equipment. Here’s the clincher — its only tar-get market: young adults.

Realtree’s strategy behind the “Look Book” is to make camo, hiking boots, fishing poles, sleeping bags and backpacks look “cool” to a younger and broader audience — consumers beyond traditional hunters. Realtree has expanded its niche and broad-ened its market appeal with camo bikinis, purses and headphones.

The real genius behind Realtree’s campaign isn’t the unique-ness of the products, but the accompanying lifestyle marketed as “Realtree Life.” The company entices customers with the idea that, “Around every river bend, lake and mountain to climb, ad-venture never stops when you live a Realtree Life.” This idea is promoted with high-quality photos that give customers a chance to imagine themselves creating memories using Realtree prod-ucts and wearing Realtree apparel outdoors with friends. Real-tree’s campaign is successful because they offer an “experience” with their product. This kind of brand presentation goes “beyond the camo.”

While the catalog isn’t a dynamic storefront, the principles translate well for firearm dealers. You can take a similar market-ing approach with your store. A study by Verde Group, analyz-ers of customer satisfaction/dissatisfaction, revealed that “brand experience” is one of the most important aspects of a customer’s shopping expectations. The report says customers want an “ex-citing store design and atmosphere.” They want to feel “they’re special and that they always get a deal.”

Regardless of the marketing approach you take, make it unique. Today’s consumers can smell “cheesy” a mile away. The handwritten quotes and phrases peppered throughout Realtree’s “Look Book” lend a personal feel, similar to a scrapbook. It tells the consumer, “We took the time to make this special and unique, just for you.”

Your customers also demand high quality. If the content of your advertising, social media messaging or even your store’s

layout isn’t visually appealing, consumers will not take the time to look — or shop. It’s all about presentation.

Are you creating a brand experience for your customers as they shop? Is your store

Increase your sales traffic with a free display rack from CAA. CAA’s Rack Program provides dealers with a free steel display rack when they purchase a full assortment of CAA firearms accessories, which includes but is not limited to:

• Collapsible buttstocks• Low-profile front and rear sights• Five-position light and laser mounts• Replacement pistol grips

• 30-round magazinesEach display is topped with a high-resolution CAA

display sign, and includes hooks and backorder tags. Purchases include free shipping, as well.

Visit www.commandarms.com

To experience the “2014 Realtree Summer Look Book,” visit www.realtree.com, search “Look Book.” SI Digital readers, click on the Hot Link logo.

layout isn’t visually appealing, consumers will not take the time to look — or shop. It’s all about presentation.

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OM Continued from page 20

Boost Sales With Kahr’s Free Magazine Promo

Nate Squared Releases Glock 42 Holster

Point Blank Range Teaches Teens Gun Handling

Boost your sales of Kahr, Magnum Re-search and Auto-Ordnance guns with Kahr Firearm Group’s newest free magazine promotion.

Customers who purchase specific pis-tols or Tommy Guns between June 16 and Oct. 31 qualify for a free accompanying magazine. The free magazines retail for a range of $16 for Auto-Ordnance AO1911 to $299 for a Tommy Gun drum. Visit Kahr Firearm Group’s websites for a list of firearms related to this promotion.

Visit www.kahr.com, www.magnumresearch.com, www.auto-ordnance.com

Nate Squared Tactical has added a new concealed carry holster to their Professional Series for the Glock 42, the smallest, subcompact Glock pistol. Not only are the Professional Series holsters comfortable enough to wear while napping, but also they are made with a unique Twist Release System.

The Twist Release System, according to Nate Squared, allows the user to “simply drive his thumb between the holster and the grip, then slightly twist the grip toward his body to release the triggerguard from the retention bump for a smooth draw.”

Visit www.n82tactical.com

After a successful kick-off last sum-mer, Point Blank Range in Lake Nor-man, N.C., again conducted their program “Teens on Target” this year. The pro-gram’s objective: “A safe, supervised and structured program designed to introduce young adults in the community to safe gun handling.”

“Teens on Target” is modeled after the Winchester/NRA Marksmanship Quali-fication Program and is designed to take

shooters from beginning levels through intermediate to Distinguished Expert. Last summer, over 30 teens participated in the program, with seven graduating as Distin-guished Experts.

General Manager of Point Blank Range Dave Driscoll encourages participation from any teen that wants to learn to shoot. “Understanding gun safety rules and prop-er handling is crucial,” he explains. “To know and follow these rules goes hand in hand with practicing and developing these skills under the guidance of experienced, NRA-certified instructors.”

Dealers elsewhere can develop simi-lar programs. “Teens on Target” was held each Wednesday evening for teens ages 13-17. Participants used .22 pistols. The fee per night was $28.

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The upper and lower receivers are machined from 7075-T6 aluminum and come in hard coat Type III anodized desert smoke. The upper features a free-float handguard and forward assist. The lower offers a flared magazine well, ambidextrous push button QD sling mounts and an integral cold weather triggerguard.

lower offers a flared magazine well, ambidextrous push button QD sling mounts and an integral cold weather triggerguard.

The Shooter’s Choice Universal Gun Care Pack features en-vironment-friendly products, safe for use on all firearms. The four-step kit includes a bore cleaner, FP-10 lubricant and rust preventer and Aqua Clean firearm action and bore cleaner.

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Lisa Parsons-WraithARMS & THE WOMANPrograms Provide Opportunity For Growth

Commitment To Build And Keep Clientele

Doing business in new and creative ways is the best means to compete in the future. In the past, fear has often been a driving force behind firearm sales, but while focusing on fear may create a gun buyer, it won’t create a firearm enthusiast. To truly build a solid customer base, dealers need to take the time to teach women about the shooting sports and turn shooting into a lifelong pas-sion.

Point Blank Range in Mooresville, N.C., is a state-of-the-art shooting sports complex designed to be family-friendly, offering firearms education in a fun and safe environment. “The whole format for the range is designed to create a place you bring your daughters and wives,” said Mike Denney, Point Blank Range di-rector of training. “Women shooters have grown to make up 40 percent of the gun owner population and almost everything we do is cognizant of that.”

At Point Blank Range, women learn gun-handling skills in a fun environment, which he notes is much better than a fearful one. “Fear sells and it’s easy to go down that road, but we believe in the words ‘shooting sports,’” Denney explained. “Fear works for a short time, but it doesn’t stick.”

The belief that there’s a shooting sport for everyone is a driv-ing force behind Point Blank Range, and its staff is committed to taking the time to educate women about all options available.

Gateway programs to the shooting sports at Point Blank in-clude NSSF’s First Shots program, which is free to the public, and the NRA’s “Women On Target” program, for which the range charges a nominal fee. They offer ladies-only and coed CCW classes, and a “Ladies Night” every Thursday. In addition, Point Blank Range provides one-on-one training sessions for individu-alized instruction to meet their clientele’s specific needs. “We had 1,500 one-on-one trainings in 2013, and over 50 percent of them were with women,” Denney said. “Of those, 70 percent begin classes for the purpose of self-defense.” From there, many go on to join a shooting league.

A social component to ladies’ programs is important, Denney noted. The “Women On Target” program is a version of the Win-chester/NRA Marksmanship Qualification program specifically

designed for women. It’s an informal, self-paced, fun way for women to work on their shooting skills and earn a Distinguished Expert certificate. “Once they join the leagues, their confidence really goes up,” Denney said.

In order to help women purchase the right firearm, Point Blank has a program where customers can try every rental firearm for one price. “We try to give her the ability to make her own decision after trying several firearms,” Denney said. “People tend to be far more satisfied with their purchase and we think women appreciate the

Point Blank Range’s “Teens On Target” program demonstrates their commitment to a fun and safe family atmosphere. This program is based on “Women On Target,” and is designed for teens aged 13-17. Offered only during the summer months, this self-paced program allows teens to try rifles and pistols while earning a Distinguished Expert certificate. Denney noted both the “Women On Target” and “Teen On Target” programs have been hugely successful with booked solid events.

The Point Blank Shooting Range membership program is another way they build and keep their clientele. Memberships include monthly and annual levels and the Patriot Gun Club. The Patriot Gun Club is their highest level of membership and includes 24-hour, seven-days-a-week access to the Club Lounge and range.

“The club is set up for families,” said Denney, “The lounge has a viewing area, Internet access and, for youngsters who are not old enough to shoot, there’s a Wii system and pool table.”

Other perks include special firearms pricing, annual locker

rentals and access to the “Shooting After Dark” program, which allows after-hours access to the range.

Point Blank Range was one of four ranges nominated by the NSSF as Range of the Year, and the business will be opening a larger facility with the same format in a neighboring community.

Getting the word out about all of the programs and events Point Blank Range has to offer is one of the hardest jobs, Denney explained. “We use all types of media — radio, email, website and Facebook.” He said some of their staffers have excellent video-making skills, and posting those videos on their website, YouTube channel and in emails has been a good way to augment sales or publicize training events.

Point Blank Range’s dedication to community and its family-friendly shooting facility have created a solid women customer base that will only grow as the range expands in the future.

Visit www.pointblankrange.com

Point Blank Range caters to the whole family, with programs designed for women and youth who want to participate in the shooting sports.

www.shootingindustry.com SEPTEMBER 2014 25

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Items Catered To Women,Youth

Women looking for a non-lethal form of personal protection with the “feel” of a pistol may have found the perfect product in Command Arms Lady Jean, a handgun-styled pepper spray system. It’s bigger than most pepper spray canisters at 4.29 inches long and 2.75 inches tall, but the tilted barrel for aim improvement and a conical 9-foot effective spray pattern make up for its larger size.

The Lady Jean disperses up to five one-second bursts of spray on a single SABRE Red .22-gram cartridge, and an onboard safety prevents unintended discharges.

Constructed of high-impact, strength-engineered polymer, the Lady Jean is available in pink, black and blue and in-cludes a training canister. Best of all, the sturdy frame is designed for multiple use and replacement canisters are available for the unit.

TriStar Arms recently expanded its popular Raptor semiauto shotgun line to include a youth model in Muddy Girl Camouflage. This gas-operated, 20-gauge shotgun sports a 24-inch barrel and comes with a fiber-optic front sight, swivel studs and three choke tubes. The Raptor also provides a 3-inch chamber to take 2.75-inch or 3-inch shells and allows shooters to use both light and heavy waterfowl loads.

Weighing in at just over 6 pounds, the Raptor in Muddy Girl is sure to be a hit with young lady hunters. There’s also a more traditional Vista Next Micro Print camouflage version available for those who are not into pink. 9

Visit www.commandarms.com,www.tristararms.com

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A “Cool” Ride To The Slammer

Commander GilmoreBACK BLAST & OTHER HOT GASES

What Do A Hickory Stick, Sausages And A Pot Of Water Have In Common?

They’re all improvised weapons in the right hands. When 83-year-old great-grandmother Lillie McClendon stepped out of the bathroom of her little home in Houston, Texas, with a load of laundry, she immediately noticed a quilt on the floor and knew she hadn’t dropped it there — she’s far too neat for that. Her senses tingling, she began cautiously snooping and found a few other items had been moved. At the same instant she saw a window had been opened, the daytime burglar attacked her.

The young man choked her and shout-ed, “Where that money at? Where that money?” She had a little cash, but she wasn’t going to give it up without a fight. With his hands around her neck, he had no control over her arms and hands. She grabbed her walking stick and commenced threshing him like wheat.

When he broke contact and tried to flee, that wasn’t good enough. Ol’ Lillie was on him like a tiger, whuppin’ him from room to room through the little house. When they passed through the kitchen, she grabbed another impact weapon — a skil-let of sausages — and crowned him “King of Breakfast.”

Because that may have been a little too hot for him, she dinged and doused him with a pot of water. She ultimately chased him right out of his fashionably-untied shoes and out of the house, yelling “What

kind of momma you got that raised you up like this? You oughta be ashamed!”

Well, if he wasn’t ashamed of trying to rob an 83-year-old great-grandma, he dang sure ought to be ashamed of gettin’ wh-upped by one. When news reporters inter-viewed her hours later she was still spittin’ mad and ready to go another round or two. On the other hand, her middle-aged daugh-ter who lives nearby was visibly shaken, saying when she heard about the break-in she’d been so scared for her mother. Hint to daughter: Maybe you should always take your mom along when shopping — as your bodyguard. We think she’s up to the job.

You Can Bet He Lost That BetAnd it was the worst kind of bet to lose.

In Jackson, Miss., on a recent Friday morn-ing, police were called to check out a man with a gunshot wound. They found him at an apartment building on Watkins Drive, but the shooting scene was soon revealed as the rear parking lot of a Motel 6 a short distance away, where a man called to report an attempted robbery. Officers soon put the puzzle together.

The unnamed ventilated dude had ap-proached a lone male motel guest in the parking lot and asked if he had any ciga-rettes. The man replied that he didn’t. The smokes-bummer turned and started to walk away, but then he quickly turned, pulled a pistol on the man and said “I bet you don’t have one of these (either).”

Au contraire, Alphonse — he did. The man pulled his own pistol and planted a round in the betting man, whereupon said attempted robber fled, though not too far and not too well. He soon collapsed.

The intended victim, a contractor from the coast working a job in Jackson, was not charged. The moral of the story: Never make a bet you can’t afford to lose.

Is This Really A “Workplace Violence” Problem?

The seemingly all-powerful Environ-mental Protection Agency can lock you out of your own property forever, fine you millions of dollars for beavers doing what beavers do — building dams in the stream on your land — and imprison you for catching rainwater in a barrel, but they can’t control one of their own employees pooping in the office hallway?

In the past, EPA employees have dis-played some behaviors that fall into the “Mentally Off The Hinges” category, but this one’s different, and if I can use the word, “fresh.” At their regional office in Denver, an employee — or employees — have been leaving piles of poop in the hall-ways outside a staff bathroom. The Ninja Pooper has left no messages or demands; just more piles of feces. This has continued despite administrators taking the drastic action of asking the employees to please stop poopin’ on the carpet.

Finally, they did what federal agencies

If you take a big beer cooler, mount two axles, four wheels, a small en-gine, drivetrain, steering wheel and lights on it, does that constitute a “mo-tor vehicle” for purposes of requiring a license, registration and insurance?

Those questions were left dangling to be answered later, but one point police and a magistrate in Perth, Australia, could agree on right away is, if you’re drunk, it’s a motor vehicle for purposes of “driving under the influ-ence.”

Officers found a 22-year-old Aussie cruising the streets — not very steadily — in or maybe “on” such a vehicle and popped him for DUI. And yes, the cooler was full of chilled beer.

After they had a chance to inspect his “vehicle,” the police released this statement: “This motor vehicle would

only be able to travel at very low speeds, the lighting devices on said vehicle would be

negligible and make it very difficult for other motorists to see.” Sounds like a smooth ride, huh?

All said, the man got his moment of fame — and a night spent in an-other kind of cooler.

www.shootingindustry.com SEPTEMBER 2014 27

BBdo: They called in a consulting expert, in this case renowned workplace violence authority Dr. John Nicolleti. Just don’t ask what we’re paying to have this guy weigh in on the Ninja Pooper. First, they wouldn’t tell you, and second, it would make you sick. Apparently, he has confirmed to EPA that hallway pooping is “a health and safe-ty risk,” and that if the behavior continues, it will “probably escalate.” There was no mention of whether Dr. Nicolleti believes this escalation might involve increased fre-quency, territorial expansion or sheer size of the piles. That’s probably classified.

Finally, A New Alibi For DUIWhen you’ve been a big-city cop lon-

ger than your rookies have been alive, one of the most irritating things to deal with is the lack of creativity in coming up with alibis for being drunk in public or driving while plastered. You get so tired of hearing the same old array of excuses slurred time after time. For his unique explanation, Mi-chael Moore, 61, should get some kind of award — after he does his time for driving under the influence, of course.

Michael apparently left his home in Hobe Sound, Fla., when he got tired of hearing his wife telling him he drinks too much, both regularly and right now. So he drove to a bar, where he continued drink-ing. Then he got back in his car and drove. Officers stopped him and of course popped him for DUI, like, really DUI.

Michael pretty much admitted to police that he knew he was drunk. When asked if he knew that, why was he driving? He told them he wanted to try to “drive it off.”

A Picture Is Worth A Thousand WordsYou’ve heard that old saying, right? In

this case, I would add, “Especially if that picture is of the muzzle of a 12-gauge shot-gun.”

On a sunny July day in Fresno, Calif., two well-groomed young men entered family-owned Marlene’s Jewelry and, for a moment, behaved just like interested cus-tomers. The act ended when one pulled a pistol and pointed it at the sales clerk, and the other went to leap over a glass display counter. I think it kinda broke their con-centration when that crime-movie counter-

vault didn’t quite work out. The guy nearly knocked himself silly and fell back onto the floor.

Meantime the storeowner’s brother, who was taking a break in the back room enter-taining his daughter and newborn grand-child, heard the commotion and grabbed his “commotion-crushing device.”

The surveillance video made for pretty good comedy. With the vaulting champ nursing his wounded ego and Pistol-boy try-ing to confidently demand money and jew-els, you can’t see our hero emerging from the back room pointing his shotgun at them — but you can clearly see their faces!

Ego-boy instantly blanches, hits the floor and reverses direction, allegedly telling his partner “Shoot him!” while he scrambles for the door. Pistol-boy’s jaw drops like a draw-bridge; he momentarily freezes like a deer caught in the headlights, then his feet take over without any command from the brain and he almost falls trying to make a clumsy high-speed exit.

Apparently the shotgunner didn’t have to say a word. His “picture” was worth a thousand of ’em. 9

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S weltering heat and swarming predators were no match for hearty industry captains and shipmates

in pursuit of shooting adventure along Florida’s Treasure Coast during the 12th Annual Shooting Industry Masters, held July 18-19 at the Indian River County Shooting Range. The nearly 400 participants and industry partners raised a record $100,000 for shooting programs during the pirate-themed event.

“The people who are the shooting in-dustry and support this event are without question, the most generous, adventurous and spirited group of individuals any-where,” said Randy Molde, Masters chair-man and FMG Publications VP of busi-ness development.

A record-matching, all-time high of $70,000 was raised for NSSF’s First Shots program, which includes funds earned through special custom gun auctions on GunBroker.com. Additionally, $30,000 was raised for the USA Shooting team, nearly tripling the total from 2013.

“Masters participants raise the bar higher every year with their unconditional support and collective efforts to grow and preserve the shooting sports,” Molde said. “We tip our caps humbly to their willing-ness to embrace adventure and camarade-

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2014 SHOOTING INDUSTRY

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rie regardless of climate or company affiliation.”A record 65 sponsors signed on to help produce the 2014 Mas-

ters. Industry manufacturers and supporters also contributed the largest collection of prizes in the 12-year history of the match, with more than 60 companies donating product for 80 raffle prize packages and 19 auction items.

The $70,000 raised during the 2014 edition of the Shooting Industry Masters increased the total for First Shots to $281,000 in six years.

“We at NSSF are very thankful for all the support given to our First Shots program and thanks go to FMG Publications and all the sponsors and participants in this year’s Masters event,” said Steve Sanetti, NSSF president. “Getting prospective recreational shooters with diverse backgrounds to take that all-important ‘first shot’ is so important to our entire industry in this time when so many anti-gun forces are trying to demonize firearms, gun own-ers and our industry.”

FMG praised Florida, especially Indian River County, for helping to make the Masters a success.

“We were overwhelmed with Florida’s hospitality, coopera-tion and hands-on support of our annual event. The support we received from the Indian River County Shooting Range was un-precedented,” Molde said.

Produced and managed by FMG Publications, the Shooting Industry Masters consists of handgun, rifle, shotgun and team tac-tics events with additional shooting excitement in side matches. This year’s event included 15 side matches that gave participants a chance to experience everything from saving Captain Philips with a 15-round burst from a full-auto FNH USA M249 SAW to testing defensive reaction skills from a creative ship’s poop deck using a pair of suppressed Kimber pistols and a rifle.

For more information on the Shooting Industry Masters visit www.shootingindustrymasters.com or send an email to masters@shootingindustry.com. 9

www.shootingindustry.com

LIVE FROM THE MASTERS If ye be looking to feast yer eyes on the fun from the 2014 Shooting Industry Masters, then ye best be visiting www.shootingindustry.com/masters. There be moving pictures and fancy-like drawings of this industry-only adventure. Arrrgh!

The October issue of Shooting Industry will have com-plete coverage of the 2014 Masters. Become a fan of the official Shooting Industry Masters Facebook page: visit www.facebook.com/ShootingIndustryMasters. Stay up-to-date on Masters news, including when next year’s team entries will open.

There was plenty of trigger time at the 2014 Masters, which featured shotgun, handgun, rifle and team-tactics events, plus 15 side matches. Adding to the fun were plenty of she-nanigans, including a contest for the best-dressed pirate.

www.shootingindustry.com SEPTEMBER 2014 29

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“Our industry is traditional in that some of the technology we use every day is quite old,” said Tim Greve, marketing and op-erations manager for Northwest Armory in Portland, Ore. “Different approaches to that technology — whether that’s materi-als or products — can be considered high-tech. A lot of the advancements in MSRs can be included in that. MSR accessories are probably where we’re seeing the most advancement in technology.”

Chad Sprague, manager at Sprague’s Sports in Yuma, Ariz., said many of the products considered high-tech started out as products for law enforcement or the military.

“Some things that have been used by law enforcement and the military for years are becoming available to the civilian mar-ket,” he said

Mike Faw, media relations manager for Crimson Trace, said laser technology con-tinues to advance.

“Green diodes are not as small as the red ones, and they’re still being devel-oped,” he said. “One example is our Rail Master Pro. Recent CNC-machining tech-nology has allowed us to make a unit the size of a matchbox. It has the battery, com-puter, diode and controls in this little box; it’s only in recent years we’ve been able to machine something so small.”

Advances in technology can take place on products as simple as a multi-tool. One example is the MultiTasker, which Multi-

AMPLIFYHIGH-TECH SALESBY CAROLEE ANITA BOYLES

The Crimson Trace CT LaserGuard for this Ruger LCP 380 features instant activation and a class IIIa Diode Laser.

Everyone has a different idea about what makes a product “high-tech.” Opinions range from “different and unique,” to “something coming from the military.” Regardless of how each retailer defines

high-tech, one thing is clear: Customers are ea-ger to buy technology-based products.

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Tasker Tools describes as “The Pocket Toolbox For Your AR.”“That tool has jumped to the next level beyond the Leatherman

and others like it,” Greve said.High-tech can also mean a product is constructed with new

materials. “A company called Rail Scales is doing accessories in G-10

material, which usually has been used in knives,” Greve said.

CUSTOMER-DRIVEN ADVANCEMENTSOptics are also high-tech driven.“We’re seeing illuminated reticles from all the quality manu-

facturers, when 10 years ago that was pretty much unheard of,” Greve said.

Sprague also pointed to continuing advances in optics technology.“Some scopes and binoculars have built-in rangefinders,” he

said. “That means less gear for hunters to carry. In addition, some manufacturers are building scopes so the turret has the yardage correction built into it. It takes out the guesswork for a more ac-curate shot.”

Who would have thought there was a future in biometric safes a few years ago? Now GunVault has a whole line of safes using state-of-the-art biometric fingerprint technology.

Sprague said materials and processes from the military market are trickling down to civilian products.

“Manufacturers are making guns that are more accurate, reli-able and lightweight than in the past,” he said. “The accuracy of guns coming out of the factory is better than it’s ever been.”

Greve agreed.“Think about the effect polymer has had on the entire industry

over the last 20 years,” he said. “We have people in the indus-try who have never known a time without polymer pistols, but it wasn’t that long ago that people were skeptical about them. Poly-mer has revolutionized the firearms business.”

Part of the impetus behind these changes in technology is the customers themselves.

“Gun customers have always been interested in items that are new and exciting,” Greve said. “They respect tradition, but in terms of product, if something is new they want to see it, touch it and try it.”

Faw said the demand for products in the concealed carry mar-ket also is driving product development.

“For instance, we had a lot of requests for a light and laser,” he said. “So we worked on it, and now the Rail Master Pro has the light and laser combined.”

New technology is not just about product.“Our industry is utilizing the Internet for conveying information

about products and for online sales,” he said. “I think the way the NRA is using the Internet to relate to the younger generations is bril-liant. I wish more of the industry would embrace this viewpoint.”

ONLINE OUTREACHRetailers are using online technologies to reach out to custom-

ers as well.“We traditionally have tried to be aggressive in the market-

place in terms of advertising and marketing,” Greve said. “We’re

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trying to utilize all the social media channels to reach our cus-tomers. For instance, a customer recently saw we had a high-end gun via Instagram and we ended up selling him two guns for a total of $5,000. Social media has become a way of reaching out to customers across the country that we wouldn’t otherwise have; social media is becoming more and more important.”

Using social media is allowing Northwest Armory to do what Greve calls “younging up” their customer base, and to be more relevant to potential customers who follow the trends.

“Social media is helping us to be fresh and innovative in the way we market,” Greve said. “I come from a non-firearms retail background, and I’m trying to bring some insights from other in-dustries into this one.” The store is also reaching out to women and non-traditional customers through social media.

For the average shooter, this is a really exciting time in terms of technological advances.

“We’re seeing more innovation and more choices for reason-able amounts of money,” he said. “All these technologies and new materials have brought prices down on quality products quite a bit, which is a great thing for the shooter.”

New forms of information technology are also making it easier for customers to learn about products they’re interested in.

“We’re more accessible as an industry to the consumer,” Greve said. “Customers are able to get more information and do more research, and be more comfortable about particular products before they walk in the door of a gun store.”

Greve said there’s a “threshold resistance” for new shooters — meaning they don’t want to feel like they’re being looked down upon or don’t know what they’re doing while visiting a store.

“Information technology allows these customers to become more comfortable about the products they’re looking for,” he said.

EMBRACE TRENDSHow much these new technologies affect the average gun

store depends on how open the retailer is to embracing trends and looking at his business in a new and unique way.

“This is an opportunity for stores that are a bit more forward-thinking to be big business and market well, and be better over-all,” Greve said.

Faw agreed.“The move toward high-tech means more sales for well-pre-

pared and well-stocked gun stores,” Faw said. “Consumers are aware of high-tech products and they go into stores looking for them. Stores that are able to think ahead and stock these products are better able to make sales. And if they have something on-hand and the customer isn’t aware of it, it’s an opportunity to educate the customer and then make a sale.” 9

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National Shooting Sports Foundation®

FMG.indd 1 8/8/14 10:23 AM

An introduction to shooting

Shooting Industry Masters Delivers for First Shots® and Our Industry

NSSF.ORG/FIRSTSHOTS

The National Shooting Sports Foundation® also recognizes all of these � ne members of our industry that sponsored the Shooting Industry Masters and hosted side matches.

SPONSORS:BenchmadeBenelliBerettaBlack Hills AmmunitionBLACKHAWK!BrownellsBrowningCentury International Colt Competition Colt’s ManufacturingComp-Tac Victory GearCorBonCrimson TraceCrossbreed HolstersDaniel DefenseDavidson’sDiamondback FirearmsDoublestar DoubleTap AmmunitionEAA Ellett BrothersFailZero Federal Premium AmmunitionFiocchi AmmunitionFNH USAFreedom’s Forge FrogLubeGlockGorilla Ammunition Gunbroker.comHogueHornadyHoward Leight by HoneywellI.C.E.

Kimber Lancer SystemsLaserLyteLaserMaxLeupoldLipsey’sLuth ARMagtech AmmunitionMEC MGM TargetsMossbergMTM Case GardNation’s Best SportsPolyOne CorpRedRingRio RSR GroupRugerSig SauerSmith & WessonSportEar TaurusThreat Dynamics Umarex Under ArmourVersacarryWalther USAWinchester WMD GunsXS SightsZanders Sporting Goods

PRIZE DONORS:Ambush FirearmsArmaLiteBenelliBenchmade

Beretta USABlack Rain OrdnanceBirte-StrikeBrowningBuck KnivesChamberViewCold SteelCrimson TraceColtCRKTCrossbreed HolstersDaniel DefenseDRD TacticalEAAFailZeroFNHUSAGalcoGator-Gripp RacksGerber GearHodgdonHogueLaserLyteLaserMaxLeupoldMag-na-PortMEC Shooting SportsMGM TargetsMossbergOlightPremium Mfg GroupQuartermaster KnivesRugerSavage ArmsSierra BulletsSigSauerSightmarkSmith & Wesson

Sharps Ri� esSpring� eld ArmorySpydercoStag ArmsStarr & Bodill African SafariesSreamlightTaylor BrandsTimberline Knife & ToolTimney TriggerTrijiconUnited Sporting CompaniesXS SightsWaltherWarne Scope MountsWinchester AmmoWMD Guns

SIDE MATCH HOSTS:BenchmadeBenelli USACamera Sight SystemsCrazy QuailFNH USAFreedom HuntersGlockKimber USALaserMaxMossbergPolyOneNSSF Rim� re ChallengeTaurusXS Sights

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Through NSSF’s First Shots program, thousands of new people have been introduced to the shooting sports. Thanks to the support of FMG Publications, many more � rst-timers will get the chance to take their First Shots. At FMG’s 12th annual Shooting Industry Masters in Florida, $70,000 was raised for the First Shots program, bringing the Masters’ total support for First Shots to $281,000! With partners like FMG Publications, and the support of the record number of competitors that came out to the Masters, the future of the shooting sports remains bright. Thank you, FMG!

National Shooting Sports Foundation®

FMG.indd 1 8/8/14 10:23 AM

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The Handgun Accessory Incentive By Pat Covert

LISTEN TO CUSTOMERS, TRACK TRENDS TO SEIZE ADD-ON PROFITS

There are millions of dollars to be made in selling hand-gun accessories — with profits just waiting to be taken. Are you getting your share? For every handgun sale, there’s the potential to add extra profits to your bottom line.

Below: Holsters make up 30 percent of Hoover Tactical Firearms’ handgun accessory sales. General Manager Kerry Bradley (right) has trained his staff to offer in-stock accessories for handgun customers at the point of sale.

www.shootingindustry.com SEPTEMBER 2014 35

The opportunity for accessory sales in the handgun side of the firearms business is immense due to the wide variety of products available, including holsters, pouches and range bags, optic and sighting systems, custom grips, magazines, loaders and safety equipment such as eye- and ear-protection. By tacking on addi-tional sales for every handgun you sell, it’s not at all out of the question to add 20 to 30 percent or more to your bottom line in the category.

At Hoover Tactical Firearms in Hoover, Ala., a handgun ac-cessory program is an important part of its business plan, ac-cording to General Manager Kerry Bradley. Hoover Tactical has a 55,000-square-foot facility, with 20,000 square feet in retail space. The rest is dedicated to an indoor range, deli, members’ lounge, meeting rooms and a warehouse. The Hoover Tactical staff is constantly running special events — including basic pis-tol and rifle training, NRA certification classes and recently even sponsored an automobile cruise-in in their expansive parking lot.

No doubt you’ve heard the old adage “strike while the iron is hot.” Nowhere is this more applicable than in handgun accessory sales. Often, your customer is going to buy ammunition after a pistol purchase, but why stop there?

“It’s very important to offer accessories at the point of sale,” Bradley said. “This is the moment the customer wants to spend money and they trust our knowledge to provide them with the needed products to make their gun safe and practical.”

Most customers who purchase a handgun will need some type of accessory, but it’s important to train your sales staff to ask for the sale at this most critical point. You should assume the customer isn’t planning on making an additional purchase. They may be caught up in the excitement of their new handgun and

only later realize they may need to augment it with additional accessories. Just as you’d typically ask customers if they need ammunition for a new handgun, inquire also about the need for a holster, extra magazines, range bag or any of the many acces-sories you have in stock.

With 20,000 feet of dedicated retail space, Hoover Tactical offers free mount-ing on all sights and lights. This touch of customer service will promote customer loyalty and increase the likelihood of follow-up sales.

Don’t be afraid to test new brands and be sure to add updated

products from your top-selling manufacturers.

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Listen To The CustomerBradley believes listening to the customer is the single most

important factor in selling handgun accessories.“Listen to the customer. The reason I say this is because

they’ll tell you what the trends are. I always try to greet and talk with everyone who comes in our store. They come in and ask for specific items. If we don’t have it, we order it. After a period of time, if a lot of people are asking for the same product, it’s safe to say that’s what people want. What sells for one store in one area might not sell for another store someplace else. Customers will let you know — just watch what they’re buying and listen to what they’re asking for,” he said.

Big companies pay a lot of money to marketing experts for information on their customers’ wants and needs, but you don’t have to. You have your own survey team already on the payroll; you just need to put it to work. A weekly sales meeting is ideal for sharing customer requests and nuances, which will allow you to adjust your stock accordingly.

Track Sales TrendsThere are so many types and brands of handgun accessories

it’s impossible for one store to offer them all. By keeping ac-curate spreadsheets of best-selling accessories and brands, you should see trends in your customers buying preferences. Keep these in stock either seasonally or year-round depending on the type of business you have. Hunting and other recreational out-door activities, which depend on good weather, are more of a challenge — but if you have accurate information from past sales, this can be your guide.

“Tracking sales is extremely important,” Bradley said. “Our most popular accessories purchased during the initial sale of a

www.shootingindustry.com SEPTEMBER 2014 37

handgun are holsters. They make up 30 percent of all our ac-cessory sales, followed by magazines, sights, weapon lights and Cerakote coatings.”

After an initial purchase, Bradley sees a lot of customers come back to his store later to further accessorize their handguns.

“Optics and lights are more of a handgun luxury. We see peo-ple evolve with their handguns after they make the initial pur-chase. A few weeks down the road, they buy more magazines. After awhile, they purchase a gun-mounted light. Then they may want to have a Cerakote finish to make it more personal.”

Don’t be afraid to test new brands and be sure to add updated products from your top-selling manufacturers. Keep it fresh, cus-tomers always want to see — and buy — the latest and greatest products just as much as the old standbys.

Primed For PromotionBecause of their sheer breadth in selection and pricing, hand-

gun accessories are prime for special promotions. Inexpensive accessories — such as protective earplugs — make useful give-aways. I’ve been in stores where earplugs are automatically dropped into a customer’s bag upon a purchase.

Lower-priced nylon holsters and pouches can also be offered as a free premium. Because of tight margins on higher-priced

items such as factory magazines, high-tech lights and sighting systems, it’s tough to offer these with a handgun purchase. One thing you can do is offer combination pricing on the handgun with the accessory.

A little customer service goes a long way as well. Hoover Tactical offers free mounting of all their sights and lights, some of which require greater-than-average technical know-how, as an additional way to create customer loyalty. You should always strive to let your customer leave the store feeling like they got a good, honest deal. They’ll tell their friends about your store and shop there instead of the big, inflexible department store down the street. 9

After an initial purchase, Bradley sees a lot of customers come back

to his store later to further accessorize their handguns.

To provide an added service to customers, Hoover Tactical offers Cerakote finishes — which are applied at the store’s in-house gun shop.

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A few years ago, muzzleloaders received a modern makeover with the introduc-tion of a number of high-tech features, including break-action upgrades, Pyrodex pel-lets, new types of ignitions and removable breech plugs. Those features generated a buzz that turned consumers’ heads and encouraged a new crop of muzzleloaders.

Traditions Performance Firearms is one manufacturer that has enjoyed the resur-gence driven by technological advances in muzzleloading.

“What we’re trying to drive is better performance — a lighter-weight muzzleload-er and better triggers. We want to make the experience of hunting with a muzzleloader more enjoyable and easier, and we want hunters to be able to shoot longer distances,” said Tom Hall, Traditions president.

Today’s muzzleloader market is also attracting an enthusiastic younger element, Hall says, and those consumers are drawn to high-tech innovations. Hall has passed on his love of muzzleloading to his daughter, Alison, who came to work for him at Traditions after graduating from college.

“We enjoy the experience of spending time together in the field and look forward to many more days hunting together in the future,” Hall said.

Many bowhunters are also dedicated muzzleloaders.“We see crossover from the archery market. These guys will use a muzzleloader

because it’s still primitive, and they can go back to the same stand where the deer was out of range with their bow and use the muzzleloader. They can still feel like they have that challenge,” Hall said.

While hunting is the primary activity for muzzleloaders, more consumers are using them for target shooting. Black powder, Pyrodex, primers and bullets are more readily available and far more economical than other ammunition, which is at a premium.

38 SEPTEMBER 2014

A few years ago, muzzleloaders received a modern makeover with the introduction of a number of high-tech features, including break-action upgrades, Pyrodex pellets, new types of ignitions and removable breech plugs. Those features generated a buzz that turned consumers’ heads and encouraged a new crop of muzzleloaders.

Traditions Performance Firearms is one manufacturer that has enjoyed the resurgence driven by technological advances in muzzleloading.

“What we’re trying to drive is better performance — a lighter-weight muzzleloader and better triggers. We want to make the experience of hunting with a muzzleloader more enjoyable and easier, and we want hunters to be able to shoot longer distances,” said Tom Hall, Traditions president.

Today’s muzzleloader market is also attracting an enthusiastic younger element, Hall says, and those consumers are drawn to high-tech innovations. Hall has passed on his love of muzzleloading to his daughter, Alison, who came to work for him at Traditions after graduating from college.

“We enjoy the experience of spending time together in the field and look forward to many more days hunting together in the future,” Hall said.

Many bowhunters are also dedicated muzzleloaders.“We see crossover from the archery market. These guys will use a muzzleloader

because it’s still primitive, and they can go back to the same stand where the deer was out of range with their bow and use the muzzleloader. They can still feel like they have that challenge,” Hall said.

While hunting is the primary activity for muzzleloaders, more consumers are using them for target shooting. Black powder, Pyrodex, primers and bullets are more readily available and far more economical than other ammunition, which is at a premium.

38 SEPTEMBER 2014

For some consumers, muzzleloading still evokes

images of mountain men and frontier days. But

today’s muzzleloading market offers modern

firearms that appeal to dedicated consumers

who seek the one-shot challenge of black-

powder hunting.

muzzleloadingMODERN

INDEPENDENT DEALERS CAN “ABSOLUTELY” PROFIT IN THIS MARKET

New for 2014, Traditions’ Vortex StrikerFire LDR offers accurate, extended shooting range.

www.shootingindustry.com SEPTEMBER 2014 39

Marketing OpportunityAre independent dealers missing out on muzzleloader market-

ing opportunities?“Absolutely. First, if you look at the states that have a muzzle-

loader season, they have an opportunity to sell into that season, to let their customers come in and see what they have. The dealers who have black powder in their store have a dedicated clientele that will come in and know they are the muzzleloading experts,” Hall said.

“Second, the black powder business is heavily linked to the accessory business. It’s similar to the archery business in that re-gard. Consumers don’t just walk out the door with a rifle and a box of ammo like they do with a centerfire rifle. With a muz-zleloader, they need to buy those accessories, and the accessory markup is tremendous for the retailer. The muzzleloader gun also typically has a higher markup than a centerfire rifle,” Hall added.

What about Internet and chain store competition? A review of Southwick Associates’ recent hunting and shooting surveys con-firms that online and big-box retailers still carry a large part of the muzzleloader market. However, Halls says, there is plenty of opportunity for independent retailers.

“They need to be dedicated to the category. You can’t just throw some guns up on a rack, along with some accessories, and wait for them to sell like you could a few years ago when all that

new technology was happening. Now the retailer has to have per-sonnel who are trained and considered experts. When a consumer looks at products on a website, he or she has questions. This is where a dealer has an advantage. The consumer can come into a retail store and get those questions answered,” Hall said.

Dealers who want to become experts in muzzleloading have to train — they need to know how to shoot and clean the gun, and how to match it with accessories.

“A smart retailer trains his staff in black powder sales,” Hall said. “When you talk from experience, those consumers will say, ‘Just tell me what I need.’ Know the products so you can come across as an expert. Try holding a muzzleloader shooting event, which can really help bring consumers in. Make sure you have the guns and plenty of accessories in stock. And promote muzzle-loading with advertising before the hunting season,” Hall said.

Hornady’s muzzleloading sabots and bullets like the MonoFlex ML are top-sellers, according to Southwick Associates.

muzzleloadingBY GREG STAUNTON

For customers wanting a historical touch, Lyman Products offers a Plains Pistol in .50 and .54 caliber. A “kit” option is also available, giving hands-on users the ability to assemble and stain this black powder pistol to their specifications.

www.shootingindustry.com SEPTEMBER 2014 39

“They need to be dedicated to the category. You can’t just throw some guns up on a rack, along with some accessories, and wait for them to sell like you could a few years ago when all that

“A smart retailer trains his staff in black powder sales,” Hall said. “When you talk from experience, those consumers will say, ‘Just tell me what I need.’ Know the products so you can come across as an expert. Try holding a muzzleloader shooting event, which can really help bring consumers in. Make sure you have the guns and plenty of accessories in stock. And promote muzzle-loading with advertising before the hunting season,” Hall said.

www.shootingindustry.com SEPTEMBER 2014 39

For customers wanting a historical touch, Lyman Products offers a Plains Pistol in .50 and .54 caliber. A “kit” option is also available, giving hands-on users the ability to assemble and stain this black powder pistol to their specifications.

The most successful dealers stock muzzleloaders year-round, rather than

just prior to hunting season.

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Traditions sponsors The Outdoor Channel’s “Crush with Lee & Tiffany.” Tom Hall, Tradi-tions president, anticipates partnerships like this will help foster growth in the muzzle-loading category — something dealers can draw on to increase traffic in their stores.

The most successful dealers stock muzzleloaders year-round, rather than just prior to hunting season, and should offer their muzzleloader customers a range of price points.

“We market our guns in three ways, using the ‘good, better, best’ philosophy. The best, obviously, is the Vortex StrikerFire. Because of the new technologies tied to it, it has been a popular

item for the past couple of years and is one of our bestsellers right now. The Pursuit line is in the middle price point, and then we go to the entry-level perfor-mance gun, our Buckstalker, which is a break-action that can shoot 150-grain and is good over 200 yards,” Hall said.

In addition to providing good training for sales staff, dealers need to take advantage of whatever mar-keting support muzzleloader manufacturers have to offer.

“Retailers need to have an understanding of the manufacturers and what they are doing in marketing support for the products they are going to be putting in their stores. We will put a retailer’s name on our website and help them with any supplies they might need — literature, posters, banners. We have videos on our website they can download, along with a lot of images. We’re here if they need to call us with ques-tions,” Hall said.

The modern muzzleloader may gain dealers the most sales, but Hall recommends not overlooking consumers who want to experience “authentic” muz-zleloading.

“We still have the classic ‘Jeremiah Johnson’ primitive-muzzleloader customer. They tend to buy a

side-lock percussion or flintlock gun, or they build their own gun from a kit. They take time and pride to put the kit together. We make guns just for that market. A lot of these guys work up their own loads and will shoot loose powder so they can get the gun to shoot accurately at 100 or 200 yards. Getting all that together is part of the fun for them,” Hall said.

www.shootingindustry.com SEPTEMBER 2014 41

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Hodgdon’s Triple Se7en Muzzleloading Propel-lant can be cleaned with water, making it attrac-tive to today’s muzzleloader.

Sell The SizzleHall says he is quite pleased with the

consumer reception of Traditions’ Vortek StrikerFire LDR.

“The LDR is a line extension of the standard StrikerFire. What makes it a little bit different is the 30-inch barrel. Because we put a Chromoly barrel on our Striker-Fire platform, it makes it lightweight, and the extra 2 inches on the barrel allows you to pick up about 100-150 fps in velocity. So it gives you that little advantage if you’re shooting out over 200 yards. Out West, that has proved to be a good-selling product for us,”’ Hall said.

Traditions has taken advantage of tele-vision publicity to give their muzzleloaders more exposure, a tactic which dealers can rely on to bring consumers into their stores.

“We’ve been involved with several TV shows in the past, but this year we’re team-ing up with The Outdoor Channel’s ‘Crush with Lee and Tiffany’ and Drury Outdoor’s new show, ‘Thirteen,’ which has been tre-mendous. This kind of exposure is driving consumers into retailers to look at the prod-ucts,” Hall said. 9

The Otis Muzzleloader Cleaning System includes brushes and tools to clean .45 and .58 caliber in-line muzzleloaders.

America’s Best ApparelCustom ApparelIf you need custom apparel for yourself, your employees, or your retail sales, look no further than America’s Best. Screenprint, embroidery, digital printing, rhinestones and in-house graphics, all at wholesale pricing. Visit www.ameribest.com and try our online designer, email us directly at apparel@ameribest.com, or give us a call at 800-735-4422.

FMG introduces OPEN RANGE, an exciting venue offering valuable information on companies and their products and services. Take advantage of the links below for up-to-date information by visiting www.shootingindustry.com. Davidson’s Online

WebsiteDavidson’s Online, www.davidsonsinc.com, is the command center for Davidson’s dealers to utilize its numerous web tools, place online orders 24/7, and stay up to date on Davidson’s newest specials, as well as all of the industry’s latest promotions. At Davidson’s Online, the Sales Wizard feature enables dealers to create their own powerful e-commerce website in just minutes — for FREE. Utilizing Davidson’s inventory, dealers can provide an online showroom featuring thousands of models for their customers to browse and purchase, ultimately boosting sales and increasing their bottom line!

Call 800-367-4867 today to become a Davidson’s Dealer!

You asked for a sophisticated fi rearm that addresses a woman’s needs. You wanted options, colors, and a variety of calibers. Tanfoglio rose to the occasion. WITNESS PAVONA Polymer Pistols are compact, EASY TO LOAD and EASY TO CONTROL. Features include ergonomic grip, integral checkering, fi nger friendly slide serrations and external safety and hammer. Witness PAVONA Polymer Pistols are sophisticated fi rearms for the woman who seeks functionality, reliability and beauty. www.eaacorp.com

European American ArmoryWitness PAVONA Polymer Pistols

Davidson’s Online, www.davidsonsinc.com, is the command center for Davidson’s dealers to utilize its numerous web tools, place online orders 24/7, and stay up to date on Davidson’s newest specials, as well as all of the industry’s latest promotions. At Davidson’s Online, the Sales Wizard feature enables dealers to create their own powerful e-commerce website in just minutes - for FREE. Utilizing Davidson’s inventory, dealers can provide an online showroom featuring thousands of models for their customers to browse and purchase, ultimately boosting sales and increasing their bottom line!

Davidson’s OnlineWebsite

Call 800-367-4867 today to become a Davidson’s Dealer!

SURVIVE

www.americanhandgunner.com

SPECIAL EDITION

COLD KILLS!

PREPPING FOR

APARTMENT DWELLERS

URBAN SURVIVAL

A PTR GI RIFLE & MORE!A PTR GI RIFLE & MORE!

FOCUS:• SAVAGE 114 .30-06 A “DO-IT-ALL” RIFLE• DIY CROSSBOW THE SIMPLE GENIUS OF THE MONTAGNARD CROSSBOW• GUNS AND GUNSHOT WOUNDS THE GOLDEN HOUR AND THE PRICELESS VALUE OF RANDOM

FALL/WINTER 2014

®

®

GIANT!

BUYER'S GUIDE 2015

96 PAGES OF GUNS, KNIVES,

LIGHTS & MORE

YOU NEED TO KNOW10SKILLS

SURVIVAL

THE TOOLS YOU NEED TO SURVIVE THE BLEAKEST CONDITIONS

IT’S THE LITTLE THINGS

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION • 10 SURVIVAL SKILLS YOU NEED TO KNOW

• SAFETY IN THE CITY • DIY CROSSBOW •

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

10 SURVIVAL SKILLS YOU NEED TO KNOW

10 SURVIVAL SKILLS YOU NEED TO KNOW

SAFETY IN THE CITY SAFETY IN THE CITY

DIY CROSSBOW

DIY CROSSBOW

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION • 10 SURVIVAL SKILLS YOU NEED TO KNOW

• SAFETY IN THE CITY • DIY CROSSBOW •

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION • 10 SURVIVAL SKILLS YOU NEED TO KNOW

• SAFETY IN THE CITY • DIY CROSSBOW •

ENTER TO

WIN

PERSONAL DEFENSE

ROADWARRIOR

STAYING SAFE AWAY FROM HOME

Black Hills AmmunitionNew ProductBlack Hills has again expanded its line of 5.56mm ammunition. Sierra 77 grain MatchKing™ bullets set the standard for long range accuracy in .223 and 5.56. World records have been set with those bullets, and MK262 ammunition loaded by Black Hills using Match-King™ bullets has provided signifi cantly increased capability to our nation’s soldiers, sailors and Marines. Sierra has further refi ned this bullet with the addition of a polymer tip which improves upon the external ballistics by signifi cantly increasing ballistic coeffi cient from .373 to .420. www.black-hills.com

DeSantis GunhideCity Slicker ™DeSantis Gunhide’s the City Slicker™, style M63, coin purse is built from fi ne glove leather and lined with sturdy pack cloth. It has a removable pants clip and a strong nylon hand strap. The City Slicker™ will carry all of your coins and other small heavy items with comfort and security. It offers great protection in crowded city areas and while vacationing abroad. The City Slicker™ can be worn in your handbag, tucked in your pants, or in your jacket. Retail price of $24.99DeSantis didn’t invent concealment, we just perfected it! For more information, go to www.desantisholster.com.

Personal Defense Survive Fall/Winter 2014Special EditionThe American Handgunner Personal Defense Survive 2014 Special Edition features 11 articles designed to prepare its readers for any survival situation. Covering tips and tricks for personal survival, including a review of a “do-it-all” rifl e to life-saving tips on outlasting extreme weather conditions. Also included is the 2015 Buyer’s Guide, covering the latest guns, knives, lasers and lights. Visit www.americanhandgunner.com/survive/ to order the Personal Defense Survive Fall/Winter 2014 Special Edition now in print or downloadable PDF.

SEPT_SI_OpenRange.indd 2 8/22/14 1:45 PM

FMG Publications StoreMerchandiseCheck out FMG merchandise including hats, T-shirts and more — all emblazoned with the American Handgunner, GUNS Magazine and American COP logo. For more information, call 1-800-633-8001 or visit www.fmgpubs.com.

Hogue®

New Collapsible Buttstock & AR AccessoriesThe Hogue buttstock is offered in 6 different OverMolded® rubber colors and is available for both commercial and MilSpec sized buffer tubes. In addition, we offer new free fl oat forends and extension tubes with mounting accessories, the perfect alternative to quad-rail systems. A complete line of rubber, G10 and aluminum grips, as well as G10 trigger guards, fi nish accessorizing the rifl e.

Visit: www.HogueDealer.com

DiamondheadPolymer SightsThe Polymer Diamond In-tegrated Sighting System is designed for all Mod-ern Sporting Rifl es. The fl ip-up sights incorporate the renowned, patented Diamond-shaped Aper-tures and Upper Housings and include NiteBrite™ photoluminescent inserts (the inexpensive alterna-tive to Tritium). Advanced Polymer/Composite construction for strength, light weight and exceptional durability, the sights fi t Diamondhead VRS or Picatinny rail systems. #1499 $118

Contact your Distributor www.Diamondhead-USA.com

Advanced Hangun DefenseTraining DVDThe Advanced Handgun Defense Thunder Ranch Training Series DVD from FMG Publications prepares viewers to defend themselves with a handgun, and includes over an hour of range demonstration and training methods. Filmed on location at Thunder Ranch in Oregon, the DVD is hosted by expert instructor and Thunder Ranch director Clint Smith.

1-800-628-9818 www.americanhandgunner.com/store

In a Space-Saver Clamshell9"x6"x1" 4.5oz.

Hogue®

New Collapsible Buttstock & AR Accessories

SEPT_SI_OpenRange.indd 3 8/22/14 1:45 PM

Subscribe to SI DIGITAL42 SEPTEMBER 2014 www.shootingindustry.com

America’s Best ApparelCustom ApparelIf you need custom apparel for yourself, your employees, or your retail sales, look no further than America’s Best. Screenprint, embroidery, digital printing, rhinestones and in-house graphics, all at wholesale pricing. Visit www.ameribest.com and try our online designer, email us directly at apparel@ameribest.com, or give us a call at 800-735-4422.

FMG introduces OPEN RANGE, an exciting venue offering valuable information on companies and their products and services. Take advantage of the links below for up-to-date information by visiting www.shootingindustry.com. Davidson’s Online

WebsiteDavidson’s Online, www.davidsonsinc.com, is the command center for Davidson’s dealers to utilize its numerous web tools, place online orders 24/7, and stay up to date on Davidson’s newest specials, as well as all of the industry’s latest promotions. At Davidson’s Online, the Sales Wizard feature enables dealers to create their own powerful e-commerce website in just minutes — for FREE. Utilizing Davidson’s inventory, dealers can provide an online showroom featuring thousands of models for their customers to browse and purchase, ultimately boosting sales and increasing their bottom line!

Call 800-367-4867 today to become a Davidson’s Dealer!

You asked for a sophisticated fi rearm that addresses a woman’s needs. You wanted options, colors, and a variety of calibers. Tanfoglio rose to the occasion. WITNESS PAVONA Polymer Pistols are compact, EASY TO LOAD and EASY TO CONTROL. Features include ergonomic grip, integral checkering, fi nger friendly slide serrations and external safety and hammer. Witness PAVONA Polymer Pistols are sophisticated fi rearms for the woman who seeks functionality, reliability and beauty. www.eaacorp.com

European American ArmoryWitness PAVONA Polymer Pistols

Davidson’s Online, www.davidsonsinc.com, is the command center for Davidson’s dealers to utilize its numerous web tools, place online orders 24/7, and stay up to date on Davidson’s newest specials, as well as all of the industry’s latest promotions. At Davidson’s Online, the Sales Wizard feature enables dealers to create their own powerful e-commerce website in just minutes - for FREE. Utilizing Davidson’s inventory, dealers can provide an online showroom featuring thousands of models for their customers to browse and purchase, ultimately boosting sales and increasing their bottom line!

Davidson’s OnlineWebsite

Call 800-367-4867 today to become a Davidson’s Dealer!

SURVIVE

www.americanhandgunner.com

SPECIAL EDITION

COLD KILLS!

PREPPING FOR

APARTMENT DWELLERS

URBAN SURVIVAL

A PTR GI RIFLE & MORE!A PTR GI RIFLE & MORE!

FOCUS:• SAVAGE 114 .30-06 A “DO-IT-ALL” RIFLE• DIY CROSSBOW THE SIMPLE GENIUS OF THE MONTAGNARD CROSSBOW• GUNS AND GUNSHOT WOUNDS THE GOLDEN HOUR AND THE PRICELESS VALUE OF RANDOM

FALL/WINTER 2014

®

®

GIANT!

BUYER'S GUIDE 2015

96 PAGES OF GUNS, KNIVES,

LIGHTS & MORE

YOU NEED TO KNOW10SKILLS

SURVIVAL

THE TOOLS YOU NEED TO SURVIVE THE BLEAKEST CONDITIONS

IT’S THE LITTLE THINGS

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION • 10 SURVIVAL SKILLS YOU NEED TO KNOW

• SAFETY IN THE CITY • DIY CROSSBOW •

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

10 SURVIVAL SKILLS YOU NEED TO KNOW

10 SURVIVAL SKILLS YOU NEED TO KNOW

SAFETY IN THE CITY SAFETY IN THE CITY

DIY CROSSBOW

DIY CROSSBOW

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION • 10 SURVIVAL SKILLS YOU NEED TO KNOW

• SAFETY IN THE CITY • DIY CROSSBOW •

PERSONAL DEFENSE SURVIVE FALL/WINTER 2014 SPECIAL EDITION • 10 SURVIVAL SKILLS YOU NEED TO KNOW

• SAFETY IN THE CITY • DIY CROSSBOW •

ENTER TO

WIN

PERSONAL DEFENSE

ROADWARRIOR

STAYING SAFE AWAY FROM HOME

Black Hills AmmunitionNew ProductBlack Hills has again expanded its line of 5.56mm ammunition. Sierra 77 grain MatchKing™ bullets set the standard for long range accuracy in .223 and 5.56. World records have been set with those bullets, and MK262 ammunition loaded by Black Hills using Match-King™ bullets has provided signifi cantly increased capability to our nation’s soldiers, sailors and Marines. Sierra has further refi ned this bullet with the addition of a polymer tip which improves upon the external ballistics by signifi cantly increasing ballistic coeffi cient from .373 to .420. www.black-hills.com

DeSantis GunhideCity Slicker ™DeSantis Gunhide’s the City Slicker™, style M63, coin purse is built from fi ne glove leather and lined with sturdy pack cloth. It has a removable pants clip and a strong nylon hand strap. The City Slicker™ will carry all of your coins and other small heavy items with comfort and security. It offers great protection in crowded city areas and while vacationing abroad. The City Slicker™ can be worn in your handbag, tucked in your pants, or in your jacket. Retail price of $24.99DeSantis didn’t invent concealment, we just perfected it! For more information, go to www.desantisholster.com.

Personal Defense Survive Fall/Winter 2014Special EditionThe American Handgunner Personal Defense Survive 2014 Special Edition features 11 articles designed to prepare its readers for any survival situation. Covering tips and tricks for personal survival, including a review of a “do-it-all” rifl e to life-saving tips on outlasting extreme weather conditions. Also included is the 2015 Buyer’s Guide, covering the latest guns, knives, lasers and lights. Visit www.americanhandgunner.com/survive/ to order the Personal Defense Survive Fall/Winter 2014 Special Edition now in print or downloadable PDF.

SEPT_SI_OpenRange.indd 2 8/22/14 1:45 PM

FMG Publications StoreMerchandiseCheck out FMG merchandise including hats, T-shirts and more — all emblazoned with the American Handgunner, GUNS Magazine and American COP logo. For more information, call 1-800-633-8001 or visit www.fmgpubs.com.

Hogue®

New Collapsible Buttstock & AR AccessoriesThe Hogue buttstock is offered in 6 different OverMolded® rubber colors and is available for both commercial and MilSpec sized buffer tubes. In addition, we offer new free fl oat forends and extension tubes with mounting accessories, the perfect alternative to quad-rail systems. A complete line of rubber, G10 and aluminum grips, as well as G10 trigger guards, fi nish accessorizing the rifl e.

Visit: www.HogueDealer.com

DiamondheadPolymer SightsThe Polymer Diamond In-tegrated Sighting System is designed for all Mod-ern Sporting Rifl es. The fl ip-up sights incorporate the renowned, patented Diamond-shaped Aper-tures and Upper Housings and include NiteBrite™ photoluminescent inserts (the inexpensive alterna-tive to Tritium). Advanced Polymer/Composite construction for strength, light weight and exceptional durability, the sights fi t Diamondhead VRS or Picatinny rail systems. #1499 $118

Contact your Distributor www.Diamondhead-USA.com

Advanced Hangun DefenseTraining DVDThe Advanced Handgun Defense Thunder Ranch Training Series DVD from FMG Publications prepares viewers to defend themselves with a handgun, and includes over an hour of range demonstration and training methods. Filmed on location at Thunder Ranch in Oregon, the DVD is hosted by expert instructor and Thunder Ranch director Clint Smith.

1-800-628-9818 www.americanhandgunner.com/store

In a Space-Saver Clamshell9"x6"x1" 4.5oz.

Hogue®

New Collapsible Buttstock & AR Accessories

SEPT_SI_OpenRange.indd 3 8/22/14 1:45 PM

www.shootingindustry.com SEPTEMBER 2014 43

Subscribe to SI DIGITAL44 SEPTEMBER 2014 www.shootingindustry.com

Email to:editor@shootingindustry.comanita@shootingindustry.com

or mail to:SHOOTING INDUSTRY MAGAZINE

12345 World Trade Dr.San Diego, CA 92128

NEW PRODUCTSShooting Industry’s New Product section is designed to help dealers increase sales by highlighting the latest products to hit the market from a variety of manufacturers.

If you’re a manufacturer, importer or distributor with a new or updated product available to distributors or dealers, send the product information to us by providing a press release and a high-resolution image. If you have a new line of products available on a thumb drive or CD, mail it in. Product submissions are printed on a space-available basis at the discretion of the editorial staff.

Visit www.shootingindustry.com/index to view every company and product featured by FMG Publications.

DEALERS, ENHANCE SALES WITH THESE PRODUCTS!

(972) 606-8866www.shootingindustry.com/company/stealth-cam

The G30 is an 8.0-megapixel camera that features three resolution settings of 8.0 MP, 4.0 MP and 2.0 MP. It features 30 IR emitters with an 80-foot range. Still mode takes high-resolution single photos, and a time-lapse mode with PIR override captures an image if the subject walks by. The HD Video recording can be programmed to record up to 180 seconds with audio and a Rapid-fire Burst feature conducts one to nine exposures per triggering.

(954) 581-5822www.shootingindustry.com/company/gamo-outdoor-usa

The BSA 17 Super Mag Scope Series is designed for the Winchester .17 Super Magnum cartridge and features a drop compensation reticle engineered for the 20-grain and 25-grain bullet. The line includes an illuminated red, green and blue reticle version. The scopes are composed of an aluminum two-piece body, feature haze filters and are water-, shock- and fog-proof.

(336) 237-1943www.shootingindustry.com/company/nate-squared-tactical

The Professional Series for the Glock 42 from N82 Tactical is an IWB holster and features adjustable cant and positive retention. The holster is made of polycarbonate, and features the Twist Release System.

Stealth Cam

Gamo Outdoor USA

N82 Tactical

(508) 795-3919www.shootingindustry.com/company/kahr-arms

The CT9 9mm features a full-size polymer frame with a matte stainless steel slide and drift-adjust-able white bar-dot sight configura-tion. The CT9 has a 3.95-inch rifling barrel length and an overall length of 6.5 inches. It weighs 20.6 pounds and comes standard with one eight-round magazine.

(800) 950-6161www.shootingindustry.com/company/gerber-gear

The Freescape Camp Kitchen Knife features a Santoku-inspired blade shape and a handle with a Freescape-textured pattern and rubberized surface. The sheath is made of neoprene and nylon, and the knife is dishwasher safe. It fea-tures full-tang construction, a full fine-edge blade and a lanyard hole.

Kahr Arms

Gerber Gearversion. The scopes are composed of an aluminum two-piece body, feature haze filters and are water-, shock- and fog-proof.

www.shootingindustry.com SEPTEMBER 2014 45

(425) 742-7331www.shootingindustry.com/company/taurus-international-firearms

The First 24 Judge Kit includes the Taurus Judge .45 Colt/.410 with a Hogue Mono-grip and a dark earth colored I-Series SKB case. It also features a CRKT Sting knife, a Brite-Strike ELPI 160-lumen flashlight and Brite-Strike APALS. The kit contains the Zippo Fire Starter, six AA batteries on a SlimLine Caddy, a Suunto compass, 20 feet of 550 Para cord and more. All of the items are secured in laser cut foam for exact fitting.

(800) 269-1875www.shootingindustry.com/company/badlands

The Superday daypack features a rear batwing compression system for secure gear attachment and a hip and belt pocket design for additional storage. The pack has an internal pocket layout, a vertical rear pocket and a one-size-fits-all adjustable waistbelt, and features a haul handle and sternum strap.

Taurus

Badlands

(618) 258-2000www.shootingindustry.com/company/winchester-ammunition-div-olin-corp

Winchester’s Blind Side ammunition has been expanded, with new offerings in 12- and 20-gauge. The ammunition features a Hex steel shot, high-packing density, a diamond-cut wad to manage pattern density and uniformity and the Drylok Super Steel System for water resistance.

Winchester Ammunition

Visit the COATING FACTS page on our website for the truth about NiB-X™!

At WMD Guns, we have an entire arsenal of coating technologies to improve firearm performance. But we only use ceramics as decorative topcoating. When we’re going for serious protection, we use our exclusive NiB-X nickel boron coating process. Ceramics wear off. NiB-X doesn’t. We’re confident NiB-X provides the optimal combination of all the crucial firearms performance advantages:

Xtreme Hardness* • Xtreme Environmental Protection • Xtreme Lubricity(And we can still spray a ceramic topcoat over the permanent NiB-X coating…if you want to dress it up.)*RC 70: harder than chrome or Nickel Teflon

NiB-X®

C O A T I N G .Ceramic

C O A T I N G S .

wmdguns.com | 3070 SE dominica Terrace, Stuart, FL 34997 | 772-324-9915

(And we can still spray a ceramic topcoat over the permanent NiB-X coating…if you want to dress it up.)

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(772) 766-5805www.shootingindustry.com/company/gorilla-ammo

Gorilla Ammunition’s .300 BlackOut caliber has a subsonic load featuring a Sierra MatchKing 220-grain projectile in new brass casing and features a muzzle ve-locity of 1,050 fps.

(800) 708-5191www.shootingindustry.com/company/pro-tool-industries

The Pro Tool tactical rescue axe features a thickness of 1/4 inches 1075 carbon steel and a one-piece handguard. The three blade designs include a 4 1/2-inch long axe side-edge, 5 1/2-inch long shovel end-edge and 7/8-inch long chisel tip-edge.

The design also incorporates a fire hydrant and gas shutoff wrench in the center of the tool. The handle is is Mil-Spec G10/fr5, impervious to water, fluids and is fire-resistant. The axe measures 13 inches and comes with an 1800-Denier ballistic black cordura nylon MOLLE-compatible sheath with belt strap.

Gorilla Ammunition

Pro Tool Industries

one-piece handguard. The three blade designs include a 4 1/2-inch long axe side-edge, 5 1/2-inch long shovel end-edge and 7/8-inch long chisel tip-

The design also incorporates a fire hydrant and gas shutoff wrench in the center of the tool. The handle is is Mil-Spec G10/fr5, impervious to water, fluids and is fire-resistant. The axe measures 13 inches and comes with an 1800-Denier ballistic

(321) 639-4842www.shootingindustry.com/company/eaa-corp

The EAA PAVONA Concealed Carry Pistol and Purse Set is constructed with high-quality materials and a reinforced structure. It features hook-and-loop attachments and is available in a messenger style or compartment purse de-sign. Additional features include right- or left-hand access points with a lockable zipper and an adjustable, steel cable-lined shoulder strap for added security.

(714) 545-9444www.shootingindustry.com/company/surefire-llc

The SureFire X400 Ultra WeaponLight features white-light illumination and green laser aiming capabilities. The X400 Ultra produces tactical-level light for 1.5 hours per set of batteries and its 5-milliwatt laser sight, located below the primary light, emits a high-visibility green (505 nM) beam. The X400 Ultra is activated via an ambidextrous switch for one-finger control. It can be attached to a pistol or a long gun and its aerospace aluminum body is Mil-Spec hardened and O-ring- and gasket-sealed.

European American Armory

SureFireBOLTLUBE• Provides lubrication • Reduces friction, wear,

& carbon build-up• Fast, easy clean-up • Stays where you put it• Does not gum up • Suspends direct gas

residue• Flows when cold;

viscous when hot

BORE CLEANER & CONDITIONER• Soaks into the pores

for ideal cleaning and conditioning of gun bores, barrels, actions

• Reduces build-up of combustion by-products, lead, and copper, preventing bore fouling

www.zMAX.com

BUYNOW!

Dealer/Distributors Inquiries Invited

David McDermottNational Sales Managercell 980.721.5897dmcdermott@zmax.com

DISTRIBUTORCATALOG

ONLINE STORE

Harness the power of the world-wide-web to bring new customers to your door.

Increase Your Sales

- Distributor Product & Inventory Link- One-Click-To-Ship- Custom Design & Branding

Call Today for a Free Consultation and Online Demo

www.outdoorbusinessnetwork.comToll Free: 1-800-699-0820

Offer Customers A Fully Stocked

Now Your Website Can OfferOver 10,000 Products

www.shootingindustry.com SEPTEMBER 2014 47

(248) 960-7700www.shootingindustry.com/trijicon

Laser-engraved custom turrets for AccuPoint 3-9x40, 2.5-10x50 and 5-20x50 models are available in Speed Dial, Long Range Hunter or Military configurations and feature easy-to-read numbering. Select the proper AccuPoint scope, yardage display format, caliber, bullet weight and type, muzzle velocity and scope-zero preference from pre-loaded information and Kenton Industries will provide a custom turret designed specifically for the chosen rifle/load combination.

(800) 628-9818www.gunsmagazine.com/combat

The GUNS Combat 2014 Special Edition features 14 articles for combat-savvy readers, with a specialized focus on MSR’s. Information-packed features delve into all-things-MSR, including Black Rain Ordnance’s Billet Grade .308/5.56, the Ruger SR-762, the DRD U556 Takedown Rifle and many more. This issue also includes the 2014 Buyer’s Guide, covering the latest guns, knives, lasers and lights from around the industry.

Trijicon

FMG Publications

Business Control Systems Corp. 800-233-5876 ext.233

Your BATF Agent & Business Manager• Sales and Order Processing• Inventory Control• Membership Tracking• Bound Book Reporting• Purchasing Advise

www.businesscontrol.com

BCS.indd 1 12/7/10 10:59:29 AM

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All advertisers are included in the all-digital edition of Shooting Industry.

Visit www.shootingindustry.com to subscribe to SI Digital. It’s free!

INDEX OF ADVERTISERSAdvertiser Page Advertiser Page Advertiser Page

Aguila Ammunition 21Americase 11Black Hills Ammunition Inc. 37Brownells 12Business Control Systems Corp. 47Crow Shooting Supply 22Davidson’s Inc. 11ADeSantis Holster 41Ellett Brothers 10EOTech 27Federal Premium Ammunition 2Fiocchi Ammunition 51Gletcher Guns 3Global Vision 5Gun StoreMaster Software 47Interstate Arms Corp. 14IWI US, Inc. 1Jerry’s Sport Center 40

Legacy Sports International 6Lewis Machine & Tool 13Luth-AR 47Lyman Products 52Maglula 5Mec-Gar USA Inc. 41MKS Supply Inc. 25N82 Tactical 25NSSF 33Outdoor Business Network 46Pearce Grip 25RamRodz 16Security Equipment Corp. 45Shooting Search 48SHOT Show 19SIG SAUER 9SKB Cases 32Sturm, Ruger & Co., Inc. 7

Trijicon Inc. 36WMD Guns 45zMAX Micro-lubricant 46

CLASSIFIEDSGUN GRIPS

Classified ads are: $2.00 per word per insertion with a 20-word minimum OR $1.50 per word per insertion for three or more issues with a 25-word minimum. No charge for CAPS. Bold words add $1.00 per word. Copy and rerun orders must be accompanied by PAYMENT IN ADVANCE. NO AGENCY OR CASH DISCOUNTS ON LISTING OR DISPLAY CLASSIFIED ADVERTISING. All ads must be received with advance payment BY NO LATER THAN THE 1st of each month. EXAMPLE: Closing for NOVEMBER is-sue is October 1. Ads received after closing will appear in the following issue. Please type or print clearly. PLEASE NOTE: NO PROOFS WILL BE FURNISHED. Include name, address, post office box, city, state and zip code as count-ed words. Abbreviations count as one word each. Mail to SHOOTING INDUSTRY CLASSIFIEDS, 12345 World Trade Dr, San Diego, California 92128. IF YOU HAVE ANY QUESTIONS REGARDING YOUR CLASSIFIED AD IN SHOOTING INDUSTRY MAGAZINE, CALL OUR SALES REPRESENTATIVE AT (858) 605-0235.

Subscribe to SI Digital. It’s Free! www.shootingindustry.com

The ammunition used for Three Gun Competition needs to be reliable and accurate. Three Gun Shooters want their ammo to be economical as well because they will be shooting lots of it for practice and at matches. Fiocchi delivers the reliability,

accuracy, and bang for the buck Three Gunners need with a wide range of our handgun, shotgun, and rifle loads. Shooting Dynamics and Exacta ammunition by Fiocchi allows the Three Gunner to select just the right load for whatever the course designer throws at you – paper, steel, or clays from near to far.

For the Fiocchi dealer near you, Call 417.449.1043www.fiocchiusa.com

Since 1876

Untitled-1 1 2/4/14 10:55 AM

Personal Defense:Priceless Gift

Increasing Percentage:Gun Laws Too Strict

Industry To California:“No” To Microstamping

THE INDUSTRY’S BUSINESS MAGAZINE — EST. 1955MARCH 2014

pg. 29

KEY TO GROWING PROFITS

RECREATIONAL SHOOTERS

KNIFE SALES

IN-STORE ADVANTAGEIN-STORE ADVANTAGE

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THE INDUSTRY’S BUSINESS MAGAZINE — EST. 1955SEPTEMBER 2014

®

23

Realtree GoesBeyond Camo

Modern MuzzleloadingProfit Opportunities

Firearm MakersExpand In South 8 20 38

SEIZE ADD-ON PROFITS

Captures $100,000For Shooting Sports

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Handgun Accessory Incentive

www.shootingindustry.com SEPTEMBER 2014 49

IW Continued from page 50

Swarovski Optik North America Celebrates Orchid Advisors OfferDealers Discount

Ballistol USA Looking To Expand

American Tactical Goes NASCAR

Big Rock Sports Wins Award

Orchid Advisors is offering single FFL retailers a discount for its Firearms Com-pliance Conference Oct. 6-8. Thanks to a Smith & Wesson Sponsorship, single FFL retailers can attend the conference for $195.

The conference will provide a wide-range of topics, including

• Firearm Regulations and ATF Inspe- ctions

• Best Practices — Manufacturing and Import Compliance

• Best Practices — Distributor and Dealer Compliance

• Best Practices — Technology for all FFL Types

• Firearms Supply Chain and Industry Economics

Full details on the conference’s sched-ule, sessions, speakers and the growing list of attendees are available on Orchid Advi-sors’ website.

Visit www.orchidadvisors.com

Swarovski Optik North America is celebrating its 65th anniversary. As part of the celebration, the company is offering customers special anniversary pricing on

all Swarovski Optik binoculars, spotting scopes and the EL Range through Sept. 30, 2014. Purchases must be made at authorized Swarovski Optik dealers in the U.S. and Canada.

“Swarovski Optik has now been in the field with men and women who are passionate about the outdoors for 65 years. Showing our appreciation to our customers by offering an unprecedented promotion is a great way to celebrate. There has never been a better time to purchase Swarovski Optik binocular, spotting scope or range finding binocular,” said Dustin Woods, Swarovski Optik North America director of sales.

Visit www.swarovskioptik.com

Ballistol is expanding its wholesale and retail operation and is looking to hire manufacturer representatives.

“When answering the phones at Ballistol, the number one question has been, ‘Where can I buy Ballistol locally?’ This is a very

telling statistic that shows the prod-uct is desired but the avenue to sale is limited. We will be changing that with the hiring of our new rep agen-cies,” said Patrick Palumbo, Ballistol USA national sales manager.

For principals of sales repre-sentative groups interested in dis-cussing the Ballistol brand and the open sales territories, contact Pat-rick Palumbo via email: patrick@ballistol.com.

American Tactical announces its spon-sorship of Tommy Regan and Regan Motorsports. Regan made his NASCAR debut in the NASCAR Camping World Truck Series on July 11 at the Iowa Speedway.

Regan Motorsports is the first NASCAR real-ity TV show. The first of 14 episodes aired on the Veloc-ity Channel (Discovery Net-works) on June 29.

“We decided to do some-thing unique and different in our industry,” said Tony Di-Chario, American Tactical

founder and president. “We feel that being a part of this race team will help us reach out to a new fan base and expose the prod-uct line on a broader scale.”

Congratulations to Big Rock Sports. The company’s dealer magazine, Sports-man received the 2014 APEX Award for Most Improved Magazines, Journals and Tabloids.

“We work hard to offer our deal-ers a variety of business-building resources to help them thrive in to-day’s marketplace and our Sportsman magazine is the cornerstone of that effort,” said Mitch Mitchell, Big Rock Sports director of marketing.

In continuous publication for nearly two decades, Big Rock’s Sportsman re-ceived a major overhaul in 2013. The magazine provides tips and recommenda-tions for independent retail storeowners and operators.

Visit www.bigrocksports.com

Transforming The Compliance EcosystemOrchid AdvisorsTM

TM

Swarovski EL Range 8x42

Subscribe to SI DIGITAL50 SEPTEMBER 2014 www.shootingindustry.com

INDUSTRY WATCH Russ Thurman

Continued on page 49

The ammunition used for Three Gun Competition needs to be reliable and accurate. Three Gun Shooters want their ammo to be economical as well because they will be shooting lots of it for practice and at matches. Fiocchi delivers the reliability,

accuracy, and bang for the buck Three Gunners need with a wide range of our handgun, shotgun, and rifle loads. Shooting Dynamics and Exacta ammunition by Fiocchi allows the Three Gunner to select just the right load for whatever the course designer throws at you – paper, steel, or clays from near to far.

For the Fiocchi dealer near you, Call 417.449.1043www.fiocchiusa.com

Since 1876

Devastation Of Under-The-Radar Campaigns

Thank You For Joining Us

Anti-gun and anti-industry campaigns come in many forms. There are overreaching laws, of course, but there are other meth-ods of severely restricting gun ownership, along with dramati-cally impacting the commerce of firearms.

Take “Operation Choke Point,” for example. The program of the Federal Deposit Insurance Corp. (FDIC) targeted specific in-dustries deemed “high-risk,” which resulted in the cancellation of essential banking relationship. Among those industries listed as “high-risk” were “Ammunition Sales” and “Firearms Sales.”

The NSSF, in late May, issued a statement on “Operation Choke Point,” indicating the trade association had “heard from several industry members that they had banking re-lationships terminated by their lending institutions,” as a result of the FDIC program.

“We respect the right of financial institutions to make business decisions based on objective criteria. It is unacceptable, however, to dis-criminate against businesses simply because they are engaged in the lawful commerce of firearms, an activity protected by the Second Amendment,” read the NSSF statement.

NSSF officials met with members of the House Financial Services Committee and the House Oversight and Government Reform Committee, and worked with legislators on an amend-ment to deny federal funding of “Operation Choke Point” or in any effort targeting companies involved in the lawful commerce in firearms.

The House Committee on Oversight and Government Reform, chaired by Darrell Issa (R-Calif.), conducted hearings and issued a report titled: “The Department of Justice’s ‘Operation Choke Point’: Illegally Choking Off Legitimate Businesses?”

Among the committee’s key findings: — “‘Operation Choke Point’ was created by the Justice De-

partment to “choke out” companies the Administration considers a “high-risk” or otherwise objectionable, despite the fact that they are legal businesses.

— “‘Operation Choke Point’ has forced banks to terminate relationships with a wide variety of entirely lawful and legitimate merchants. … Acting in coordination with ‘Operation Choke Point,’ bank regulators labeled a wide range of lawful merchants

as ‘high-risk’ — including coin dealers, firearms and ammunition sales and short-term lending.”

The committee’s final conclusion: “In light of the [Justice] Department’s obligation to act within

the bounds of the law, and its avowed commitment not to ‘dis-courage or inhibit’ the lawful conduct of honest merchants, it is necessary to disavow and dismantle ‘Operation Choke Point.’”

In the latter part of July, FDIC issued a statement:“The lists of examples of merchant categories have led to

misunderstandings regarding the FDIC’s supervisory approach to institutions’ relationships with [third-party payment processors],

resulting in the misper-ception that the listed ex-amples of merchant cat-egories were prohibited or discouraged. In fact, it is the FDIC’s policy that insured institutions that properly manage cus-tomer relationships are

neither prohibited nor discouraged from providing services to customers operating in compliance with applicable federal and state law.”

In August, NSSF reported industry businesses, including firearms dealers, were no longer on the FDIC list of “high-risk” companies. NSSF indicates it continues to gather information on those industry companies impacted by “Operation Choke Point.”

Change Those In Charge This type of anti-gun, anti-industry campaign can be as dev-

astating as any landmark national law, if not more so. They don’t grab national headlines or energize gun owners to create a mas-sive backlash. It’s not likely “Operation Choke Point” ranked very high on the list of call-in topics to legislators at any level. These types of campaigns are devastating because they’re un-der the radar, yet they can kill or, at the least, cripple businesses quickly.

The president and many of those in his administration create and influence such programs because of their disdain for firearms ownership and the industry. The solution is obvious: change those in charge. That begins in November and continues next year.

In November, vote. It’s the beginning of our “Operation Get-The-Point” campaign.

These types of campaigns are devastating because they’re under the radar, yet they can kill or, at the least, cripple

businesses quickly.

The Shooting Industry Masters was held in July and we at FMG are grateful for the enthusi-astic participation and overwhelming support of so many in the industry. Company representatives from every part of the country joined us in Florida for plenty of trigger time and pirate-themed fun at this industry-only event.

We’re also thankful for the unprecedented sup-port we received from so many along Florida’s Treasure Coast, with a smart salute to the Indian River County Shooting Range. In this issue, (pag-

es 28, 29) we provide a quick snapshot of this year’s Masters.

We’ll present a full review of the event in the October issue, including a presentation of our spon-sors and those who supported us in so many ways.

Yes, we’re well into our planning for Masters 2015, which will include additional shooting fun. To stay up-to-date on the Masters, visit www.shootingindustry.com/masters.

The ammunition used for Three Gun Competition needs to be reliable and accurate. Three Gun Shooters want their ammo to be economical as well because they will be shooting lots of it for practice and at matches. Fiocchi delivers the reliability,

accuracy, and bang for the buck Three Gunners need with a wide range of our handgun, shotgun, and rifle loads. Shooting Dynamics and Exacta ammunition by Fiocchi allows the Three Gunner to select just the right load for whatever the course designer throws at you – paper, steel, or clays from near to far.

For the Fiocchi dealer near you, Call 417.449.1043www.fiocchiusa.com

Since 1876

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