shot business -- april / may 2014

VOLUME 22, NUMBER 3 APRIL/MAY 2014

Four very special days in Las Vegas help set the tone for a great year—for retailers and customers alike PG. 31

è FIRING LINE: Ruger has reintroduced its Red Label over/under. This made-in-the-USA version is now a very af ordable option Pg. 24

è GOOD STUFF: A pair of vacuum sealers from FoodSaver and Oliso help ensure harvested game will taste great on the table Pg. 46

ALSO IN THIS ISSUE

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APRIL/MAY 2014❚❚❚SHOT BUSINESS❚❚❚3

CONTENTSSHOT BUS INESS ❚ ❚❚ APRIL/MAY 2014 ❚ ❚❚ VOL . 22 , I SSUE 3COVER PHOTO BY M

ITCH KEZAR/W

INDIGO IM

AGES

Features

NSSF Update 16 FROM THE NSSF Why you

should attend the 2014 Industry Summit

17 RETAILER TOOLBOX Tips for increased store security

18 “DON’T LIE” MEDIA BLITZ Straw purchases targeted in three cities

18 GUN CONTROL TANKS Anti-gun sentiment dropping

19 SUNDAY HUNTING Virginia Assembly repeals blue law

19 NSSF COMPLIANCE TEAM Two consultants added

19 PREMIUM MEMBERSHIP 12-month wait eliminated

20 NSSF DELIVERS VALUE 21 YOU SHOULD KNOW 2014 SHOT Show breaks records

31 SHOT SHOW 2014 Once again, the SHOT Show reigned supreme for four days in Las Vegas as the shooting industry’s premier trade show. And, once again, attendance by industry professionals set a new record. This special section, taken from the pages of SHOT Daily, is a look at the broad range of products and personalities that is the SHOT Show.

Departments

4 EDITOR’S NOTE Some rules that successful businesses live by

7 NEWS BRIEFS Mossberg debuts FLEX-22; Bad lands marks 20 years; Remington expands in Alabama; Whitetail Prop-erties founder honored

22 FYI Selling green laser-sight technology

24 FIRING LINE Ruger’s new and improved Red Label

26 UNDERCOVER SHOPPER A hog hunter gets the cold shoulder from Alabama retailers

46 GOOD STUFF Protecting your game with home vacuum sealers

48 WHAT’S SELLING WHERE

54 NEW PRODUCTS Helle’s Sylvsteinen knife; Plinker Arms’ .22LR; Arc’teryx’s DryPack; Browning’s tiny trail cams

46

26

31

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4❚❚❚SHOT BUSINESS❚❚❚APRIL/MAY 2014

EDITOR ’S NOTE

SLATON L. WHITE, EditorMargaret M. Nussey, Managing EditorDavid E. Petzal, Shooting EditorMaribel Martin, Senior Administrative AssistantJames A. Walsh, Art DirectorJudith Weber, Production Manager

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

ERIC ZINCZENKO, Executive Vice PresidentADVERTISING: 212-779-5316Gregory D. Gatto, PublisherPaula Iwanski, National Sporting Goods DirectorBrian Peterson, West Katie Logan, Sporting Goods SalesJohn Driscoll, Vice President, Corporate SalesElizabeth Burnham Murphy, Chief Marketing OfficerIngrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONSTara Bisciello, Business Manager

CONSUMER MARKETINGRobert M. Cohn, Consumer Marketing DirectorBarbara Brooker, Fulfillment Manager

MANUFACTURINGLaurel Kurnides, Group Production DirectorStefanie La Bella, Associate Production Director

BONNIERChairman, Jonas BonnierChief Executive Officer, Dave FreygangExecutive Vice President, Eric ZinczenkoChief Content Officer, David RitchieChief Financial Officer, Nancy CoalterChief Operating Officer, Lisa EarlywineChief Marketing Officer, Elizabeth Burnham MurphyChief Human Resource Officer, Leslie GlennChief Brand Development Officer, Sean HolzmanVice President, Consumer Marketing, John ReeseGeneral Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 7 times a year in January, Feb ruary/March, April/May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 22, issue 3. Copyright © 2014 by the National Shooting Sports Foundation. All rights reserved. Editorial, circula-tion, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no respon-sibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices.

Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email shotbusiness@emailcustomer service.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 386-246-0188, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016REPRINTS: E-mail [email protected]. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

NSSF

Best PracticesFive rules to live by

A couple of months ago, Forbes.com ran an inter-esting article titled “20 Lessons You Don’t Want to Learn the Hard Way.” It was based on input

from employees of ShortStack, a web firm that helps companies design and manage their Facebook pages. Some of the shared experiences should resonate deeply, so I’ve taken the liberty of adapting the five rules that seem to most apply to firearms retailers. Consider them to be “best practices” and act accordingly.

1You can’t do everything on your own. Building a team is essential

because there are only so many hours one person can devote to a business. Exactly when you reach that limit depends on your other obligations. If you’re a young, sin-gle person, you might be able to do everything for a year or two. But if you have a family, your dedi-cation will eventually hurt those relationships. Build a team that can carry on when you’re not around.

2Do one thing really well. Entrepreneurs try to be every-

thing to everyone, but it’s hard to be the store that sells bait and baby toys and vintage Beatles albums. Specialize, and you can charge for what you do provide. That said, if there is a skill or ser-vice that would make your core product better, provide it.

3Undercharging is not sustain-able. You think, “I don’t need

to charge $150 an hour. I can charge $70 and make way more than I was making as an employ-ee!” But you might find out a short time later that your “great”

rate is far too low. By the time you pay taxes, employees, busi-ness licenses, insurance, and so on, that $150 per hour is looking more realistic. Compete on quali-ty, expertise, and your niche focus (see above) rather than price. If you’re competing on price alone, the clients who are price-shopping will always leave for the person or company that undercuts you.

4 You’ll make more money being “wrong” than proving

you are right. Rather than fighting with unhappy customers and saying, “You’re using it incorrect-ly,” just refund their money. In the long run, these people consume so much of the support team’s time and energy that it’s more cost- effective this way. They’re not your ideal client, but that’s okay.

5 If your company sells a variety of products,

make sure you know how to operate every single one of them. It might sound like a tall order—depending on how many products your company carries—but learn-ing to use what your company sells will help you look at things with fresh eyes.

There are retailers out there that get all this. They’re the ones that rise to the top in every Undercover Shopper. Where do you stand?

Slaton L. White, Editor

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NEWS BR IEFSNEWS ❚ ❚❚ PROMOTIONS ❚ ❚❚ AWARDS ❚ ❚❚ OUTREACHBits &

Pieces Diamondback Firearms

Your customers can get a free one-year membership in the National Rifle Association by purchasing any new Diamondback firearm at retail until December 31, 2014. Membership materials will come directly from the NRA, and there will be a limit of one membership per firearm pur-chase. For more information, go to diamondbackfirearms .com/2014FreeNRA.

Taurus HoldingsSports South has been named Taurus Holdings’ 2013 Distributor of the Year. The award recognizes a distributor who goes above and beyond in their efforts to market, sell, sup-port, and promote the Taurus, Rossi, Heritage, and Diamond-back Firearms product lines. “Sports South met and exceed-ed all of our requirements out-lined to be our 2013 Distributor of the Year,” said director of sales Scott Rothenberg.

Big Rock SportsBig Rock Sports donated more than $60,000 worth of merchandise to the Youth Shooting Sports Alliance (YSSA) at the end of 2013, and followed that up with a silent auction at the Big Rock Sports West Dealer Show in January that brought in an additional $10,500 . Exhibiting shooting sports vendors made donations to the auction.The YSSA introduces young

people to shooting; the non-profit group helps facilitate fire-arms training through organiza-tions such as the Boy Scouts of America, the Royal Rangers, and 4-H clubs.

Mossberg Rolls Out FLEX-22 F ollowing the introductions of the new 20-gauge 500 FLEX and

500 JIC ( Just In Case) FLEX pump-action shotguns at the 2014 SHOT Show, Mossberg International is now bringing a rimfire

rifle to the FLEX family of multi-platform, modular firearms. The FLEX-22 combines the versatility of the Mossberg FLEX TLS (Tool-less Locking System) with a fun-to-shoot and cost-effective .22LR autoloading platform.

Two models of the new rimfire are available: a six-position, adjustable tactical stock with a 25-round magazine, and an easy-to-handle Youth model with a com-pact stock and a 10-round magazine. Either model can be quickly reconfig-ured, without tools, for a custom-like fit with FLEX TLS accessory stocks and recoil pads.

Based on the Mossberg International line of .22LR autoloaders (702 Plinkster/715T), FLEX-22 rifles come standard with free-floating barrels with a 1:16 twist rate, fully adjustable front and

rear fiber-optic sights (adjustable for windage and elevation), durable synthetic stocks with stippled forends (allowing for a more positive grip), blue metal finishes, and a last-shot, hold-open design.

In addition, the 25-round model fea-tures length-of-pull adjustments from 11 to 14 inches (controlled by the integrated lever), a shorter 16½-inch barrel with an A2-style muzzle brake for reduced muz-zle jump, a top-mounted, removable Picatinny rail to make optics mounting simple, and a handy magazine loading cap. SRP: $275.

The 10-round Youth version features the FLEX compact, fixed-LOP stock (12½ inches) as well as a compact (¾-inch) recoil pad and an 18-inch barrel. The dovetailed receiver accepts ⅜-inch scope mounts. SRP: $261. (mossberg.com)

With the FLEX-22, Mossberg is introducing two rimfires to its FLEX line. Both the 25-round model (top) and the 10-round Youth model can be customized without tools to accommodate FLEX-TLS accessory stocks and recoil pads.

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NEWS BR IEFS

Badlands Celebrates 20 Years of Innovation and Performance

Badlands Gear is celebrating a milestone that few companies experience—a 20th birthday. Two

decades of experience have transformed Badlands into an industry leader—not only of pack technology, but also of apparel and hunting accessories.

“It all started in a storage shed with far more passion for the industry than funds,” says marketing director Blake VanTussenbrook. “But from day one we began exploring new and innovative ways to engineer gear.”

VanTussenbrook says once the compa-ny had introduced new technology to the backpack world that garnered several awards, it began exploring the possibility of branching out to other areas.

“Since we had already established a rep-utation for the best load-carrying packs available, the transition to the hunting world was a no-brainer,” he says. “Badlands’ quality, durability, and innova-tion were a perfect match for the tough demands of hunters.”

After a move to an old furniture ware-house and adding new equipment, the Badlands crew resumed the development of its groundbreaking hunting packs.

“To see a business grow from the ground up is astounding,” says founder Bill Crawley. “To see one grow from the

ground up and get bigger and better every single year is phenomenal. Our passion shows in everything we create, and we’re just glad the industry and those using the gear have noticed that and supported us. We are looking for-ward to another 20 years of creation for the hunting community.”

Badlands now offers more than 70 products. (badlandspacks.com)

Badlands has expanded its product lineup while continuing to offer an unconditional lifetime warranty.

Remington to Expand in AlabamaRemington Outdoor Company (ROC) will expand to the old Chrysler building in Huntsville, Alabama, where it will eventually create more than 2,000 new jobs within the next 10 years. “I am honored to welcome

Remington to Alabama,” said Governor Robert Bentley regarding the move. “The Alabama work-force, our business climate, and our quality of life continue to make Alabama extremely attrac-tive to companies. Remington will soon experience the same type of success that other companies in Alabama already have.”Remington’s move to Huntsville

represents a statewide capital

investment of $110 million. “This additional capacity is

essential to fulfill demand and introduce new products,” says George Kollitides, chairman and CEO of Remington Outdoor Company. “Having watched our company grow from 2,400 employ-ees in 2008 to 4,200 employees by the end of 2013, it is easy to see why we’re investing now.”Last year, ROC modernized its

production facilities, refocused its research and development on customer requirements, and ensured consistent, high-quality manufacturing—advancements that demonstrate a commitment to meet customer demand.

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Whitetail Properties Co-Founder Receives Mainstream Media AccoladeThe annual St. Louis Business Journal’s 2014 “40 Under 40” class is mostly what one would expect: Global brands such as Anheuser-Busch, Enterprise, Boeing, and more are represented by young, tal-ented business leaders. But among the bankers, lawyers, and CEOs, you’ll also find a real estate entrepreneur whose company is centered around—of all things—white-tail deer hunting.

Paul Sawyer joins the other honorees in the 2014 class after spending the last seven years building the Whitetail Properties brand into a house-hold name while helping expand operations into more than 20 states and counting. Sawyer is one of the founding

partners of Whitetail Properties Real Estate—an industry leader in hunting, ranch, and farm land. In his role as vice president of mar-keting, Sawyer spearheads the direction of the company’s national marketing efforts while building the local-level marketing strategy for more than 110 real estate agents across the country.

“I’m humbled to represent Whitetail Properties among these great brands and talent-ed leaders,” says Sawyer. “We’ve grown very quickly since our start in 2007. And this fast growth is a tribute to hard work by our headquar-ters staff and our nationwide team of land specialists.” (whitetailproperties.com)

Whitetail Properties’ Paul Sawyer was honored by the St. Louis Business Journal.

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NEWS BR IEFS

On the Move Recent promotions and hirings in the industry

Tommy ThackerArmaLite, Inc., has named Tommy Thacker president. Thacker brings near-ly 20 years of top-level management, sales, and firearms experience to the manufacturer. Most recently, Thacker was co-owner of Loudoun Guns.

Christopher J. KilloyChristopher J. Killoy has been named president of Sturm, Ruger & Company. He will be responsi-ble for sales, mar-keting, manufac-turing, product management, and new product development.

Jim DuncanJim Duncan has joined The Safariland Group as vice president of domestic sales. He will lead The Safariland Group’s efforts to drive sales growth and increase its market share in the domestic sales channel.

Mark E. Thomas Mark E. Thomas has joined FNH USA as director of market-ing and communica-tions. Prior to joining FNH, Thomas was the director of mar-keting for Walther and the managing director of market-ing and communica-tions for NSSF.

Russell DatsonLiberty Ammunition has hired Russell Datson as director of sales. Datson will assume responsibili-ty for all commercial and retail sales in the U.S., reporting directly to Matthew Phillips, vice presi-dent of sales and marketing.

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BUCK KNIVES NAMES AGENCY AND SALES REPRESENTATIVE OF THE YEAR

At the recent 2014 SHOT Show, Buck Knives awarded its

2013 Sales Rep. Agency of the Year to ICOBA International. The knife manufacturer also named Jim Thompson, of J. Harding Associates, as its Sales Rep of the Year. Thompson, an industry veteran, represents the Idaho, eastern Washington, and eastern Oregon regions.

“Jim exhibits an unmatched level of commitment in all aspects of his role with Buck Knives,” said Chris Bourassa, national sales manager for Buck Knives. “We have seen a 50 percent increase in territory sales over the past two consec-utive years. This type of growth is not only impressive,

it is essential given the eco-nomic changes we have wit-nessed over the last few years.”

ICOBA manages interna-tional distribution and is con-trolled by Tom Ritter and Mike Silverberg. The agency exceeded its 2013 sales targets.

“Our current sales force, as well as our dealers and dis-tributors, have served as great catalysts for the growth of the company,” said Bob George, director of sales and marketing for Buck Knives. “Tom Ritter and Mike Silverberg fully understand the mechanisms of a global economy, and together they employ the flexibility neces-sary to continue Buck’s extraordinary growth outside of U.S. borders.”

At SHOT Show in Las Vegas, Buck Knives presented Jim Thompson of J. Harding Associates with its Sales Rep of the Year award for 2013.

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NEWS BR IEFS

Beretta USA To Locate New Manufacturing Facility in Tennessee

Beretta USA officials, along with Tennessee Governor Bill Haslam and Economic and Community

Development Commissioner Bill Hagerty, announced recently the company will expand its U.S. operations by building a new firearms manufacturing plant in the Gallatin

Industrial Park. Beretta, a global manufac-turer of high-quality sporting and military firearms, will invest $45 million in a state-of-the-art manufacturing and R&D facility. Beretta will create 300 new Tennessee jobs. The company is expected to complete con-struction on the facility this year.

Beretta is the world’s oldest manufactur-ing dynasty, operating since 1526 in Italy. The company is privately owned and oper-ated by members of the 15th and 16th gen-erations of the Beretta family. Beretta sup-plies quality sporting and self-defense fire-arms to consumers worldwide. The com-pany manufactures the U.S. Armed Forces M-9 pistol, the standard sidearm of U.S. soldiers since 1985. Beretta will make fire-arms at the new Gallatin plant from both their sporting and tactical product lines.

“Beretta is one of the world’s greatest companies, and their decision to expand into Tennessee speaks to the standards of craftsmanship and quality our state’s work-force embraces every day,” said Governor Haslam. “Attracting a legendary company like Beretta reinforces our goal of becom-ing the number-one location in the Southeast for high-quality jobs. I want to thank the Beretta family for their substan-tial investment in Tennessee and the 300 jobs they’ll create in Sumner County.”

“From the moment we started to con-sider a new location, Governor Haslam and his economic development team did an excellent job,” said Franco Gussalli Beretta, executive vice president.

Umarex USA Announces 2013 Sales AwardsDunkin Lewis has been named 2013 Sales Rep Group of the Year for Umarex USA. “The aim of the award is to recog-nize the rep group who goes the extra mile for their customers,” says Neil Dickinson, Umarex USA national sales manager. “Dunkin Lewis is made up of individuals who are always doing their best for their clients, as well as Umarex.”

Jonathan Ginsburg of Dunkin Lewis was named 2013 Dealer/Distributor Sales Rep of the Year. “Jonathan has a tremen-dous knowledge of the product line and provides outstanding service to his cus-tomers,” says Dickinson. “Sales numbers and new accounts are only a part of what this award represents. Jonathan looks to the long-term relationship of his accounts, and everyone appreciates and recognizes his work ethic and focus.”

Kevin Roberson of Schooler & Associates was named Key Account Sales Rep of the Year for the second time in a row. Dickinson says, “Once again, Kevin maintains a strong, strate-gic, focused commitment to Umarex.”

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Traditions Lauds H&G MarketingTraditions Performance Firearms has named H&G Marketing as its 2014 Rep Group of the year. The award was given in Las Vegas as part of the 2014 SHOT Show activities.

Traditions president Tom Hall said during the presentation, “I am honored to present the Rep Group of the Year award to H&G Marketing for all their hard work and support of Traditions in 2014. H&G has been with Traditions since 1992, and over the years has helped to grow Traditions while provid-ing excellent sales sup-port for customers.”

CTC Recognizes Marketing PartnersDuring the recent SHOT Show in Las Vegas, Nevada, Crimson Trace recognized several business groups that have helped the company continue to grow the laser-sighting industry while aid-ing in fulfilling the compa-ny’s high customer-service standards. These groups have received special thanks and plaques to recognize their important contribu-tion to the business philoso-phy of Crimson Trace and its employees. Included in the recent recognition were:➤ Elite Retailer of the Year: Midway USA ➤ Online Retailer of the Year: Optics Planet➤ Regional Dealers of the Year: Bullseye Guns &

Ammo in Little Rock, AR; ATP Gunshop and Range in Summerfield, SC; Bill’s Gun Shop & Range in Robbinsdale, MN; Shooter’s Outpost in Hooksett, NH; Silver Bullet Firearms in Wyoming, MI; Metro Shooting Supplies in Bridgeton, MO; H&H Gun

Range in Oklahoma City, OK; Federal Way Discount Guns in Federal Way, WA; and Shedhorn Sports in Ennis, MT. ➤ Sporting Goods Retailer of the Year: Cabela’s➤ Distributor of the Year: Lipsey’s

“Crimson Trace is hon-ored to work with these many businesses and to partner with them to better serve our customers and America’s gun owners,” said Jeff Goddard, Crimson Trace’s director of sales. “Every person behind the counter or on the phone within these businesses helps Crimson Trace con-tinue as the leader in the laser sight industry.”

Lipsey’s was honored as Crimson Trace’s Distributor of the Year.

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NEWS BR IEFS

Crosman Announces Official Opening of European Distribution Crosman Corporation will open a new logistics facility in Copenhagen, Denmark, as part of a strategic initiative to accelerate order fulfillment to the company’s growing customer base in Europe. The European distribution center (EDC) represents a part-

nership between Crosman Corporation, Crosman Europe, and DSV Denmark.

According to Phil Dolci, Crosman presi-dent and CEO, the new partnership is intended to provide transcontinental logis-tics to the European market with an exten-

sive and compliant selection of products. “Fulfilling orders faster and customizing products to satisfy EU countries’ regula-tion requirements are the cornerstones of our expansion strategy,” says Dolci. “Enhancing that service to our European customers is a priority, and we expect this facility to be a significant contributor to our international growth efforts.”

“Driven by the need to obtain long-term licenses that weren’t available in pre-vious logistics arrangements, we made the decision to establish Crosman Europe as a legal entity in Denmark,” says Martin Stelling, general manager of Crosman Europe. “It’s the affiliation with DSV Denmark that really sets us apart, as DSV is one of the largest global transport and logistics companies in Europe. With DSV handling warehousing and outbound logistics to all EU customers, our capacity to react quickly and offer customized

products is greatly enhanced. Crosman Europe enjoys an excel-lent position now that we are able to deliver at speeds the mar-ket requires. To my knowledge, we are the only foreign subsid-iary in our industry that has invested the time and money to do this the correct way. I am proud to represent a company with such high standards of cor-porate governance.”

The Crosman Europe head-quarters are within 20 kilome-ters of the DSV Denmark EDC. Compared to shipping from the U.S. or China, the new EDC saves significant time and money. “Customers should expect deliveries with-in one week, while some des-tinations will enjoy deliveries in as little as one to two days,” says Dolci. “Our

objective has been to deliver the best choice of products in the least amount of time.”

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HSS Introduces Contour Harness for WomenThe new Contour harness from Hunter Safety System (HSS) has been designed to look more like a fashionable garment than a harness, yet it meets or exceeds all safety standards set by the Treestand Manufacturers Association. The fashion-forward design

of the Contour features HSS’s own Comfort Cool liner and breathable fabrics. A front- zipper design and three sepa-rate Right-Fit zone stretch pan-els allow the vest to fit comfort-ably over light or heavy layers while accenting the contour of the wearer. The Contour’s light-weight, brushed micro-tricot shell is quiet and weather resis-tant, and provides just the right amount of warmth when the temperature drops.With four magnetic closure

pockets, the Contour provides plenty of space for items to be stored securely, yet with easy access when needed during the hunt. Two of the four pockets are lined with soft fleece to keep hands warm and comfortable on colder days. The new 1 ¼-inch waist buckle, side webbing, and tether make the Contour har-ness lightweight while maintain-ing all strength standards for safety. Power Lock buckles ensure that leg straps can be easily and securely locked throughout the hunt. The overall weight of the Contour vest is just 2.5 pounds. Available in Realtree Xtra with

teal-blue piping that accentu-ates the design, the Contour has two sizes: S/M, which fits torso sizes from 28 to 39 inches and weights from 100 to 175 pounds, and M/L, which fits torso sizes from 37 to 53 inches and weights from 175 to 250 pounds. SRP: $139.95. (877-296-3528; huntersafetysystem.com)

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SHB0514_BRF.indd 15 3/12/14 12:58 PM


FROM THE NSSF BY STEVE SANETT I , NSSF PRES IDENT/CEOUPDATE

All Aboard for the Industry SummitYour attendance is good for you, good for all

E very other year for the past 18 years, the National Shooting Sports Foundation has convened an Industry Summit—except for 2013, when it was canceled due to the press of events sur-

rounding the tragic shootings in Newtown and the ensuing legislative battles at the federal, state, and local levels.

In 2014, we will reconvene for a thor-ough and introspective look into where we’ve been since the 2011 Summit—and where we are headed during the next two years—and you’re invited! It will be held from June 9 to 11 in Springfield, Massachu-setts, home to America’s oldest small-arms arsenal, which has armed American service-men and -women since the late 1700s.

Prior participants will tell you that the free and open discussions and brainstorm-ing sessions have produced many programs that have successfully helped increase hunt-ing and shooting sports participation during the last two decades. First Shots, Families

Afield, the Scholastic Clay Target Program, and many other examples of innovative ways to attract and retain participants in the activities we all love have emanated from NSSF Industry Summit meetings. However, the success of all the summits—including our upcoming one—depends heavily on participation by members of the shooting sports community and their constructively critical suggestions. Again, that means you!

Here’s your chance to have industry members and representatives of groups involved with the entire spectrum of our industry take a critical look at your, and

their, ideas to make the hunting and the shooting sports attractive to an entirely new set of players. Our surveys show that new-comers are simply waiting to be asked to participate in affordable, accessible, attrac-tive, and safe ways to begin. It’s up to all of us to furnish them the means to do this.

We won’t have to re-invent the wheel or proceed in a haphazard fashion. We have assembled a highly distinguished lineup of speakers and expert panelists to help guide our thinking and planning, including:EMILY MILLER: Washington Times senior editor, award-winning journalist, and author of Emily Gets Her Gun

JOHN ROBINSON: Distinguished speak-er and author whose focus is introducing inner-city youth to outdoor recreationKATIE PAVLICH: Fox News contributor, news editor at TownHall.com, and award-winning editor of Fast and FuriousJEREMY GUTSCHE: Expert on innovation and new trends, award-winning author, and founder of the world’s number-one trend-spotting website, TrendHunter.comJONAH BERGER: Best-selling author of Contagious: Why Things Catch On

They’ll be joined by a host of others throughout our industry and from organi-

zations specializing in our evolving demo-graphic and social environment.

A key topic will be attracting groups with little or no cultural experience with the responsible recreational use of privately owned firearms as a part of the American fabric. After all, most of our immigrant ancestors were denied such rights by oppressive governments back in “the old country.” Yet we have become part of the great American tradition of individual fire-arms ownership; the Summit will help us learn how to pass this on to the current wave of new Americans. We will showcase Models of Success for you to consider when formulating what can work for you in helping all of us achieve this worthy goal.

I hope we’ve piqued your interest. Registration for the NSSF Industry Summit is now open to individuals repre-senting hunting and shooting sports orga-nizations, conservation groups, state and federal fish and wildlife agencies, and the greater firearms and ammunition indus-try. We’re proud to sponsor it as your trade association, in furtherance of our mission to promote, protect, and preserve hunting and the shooting sports.

Registration for qualified attendees can be done via the NSSF Industry Summit website, at nssf.org/industry/summit. We hope to see you in Springfield. (Tease: They have a fabulous firearms museum there!)

FROM THE NSSF

Steve SanettiPresident and Chief

Executive Officer, NSSF

Surveys show that newcomers are simply waiting to be asked to participate in af ordable, accessible, attractive, and safe ways to begin. It’s up to all of us to furnish them the means to do this.

SHB0514_FRM.indd 16 3/11/14 6:10 PM


UPDATEBY PATRICK SHAY, D IRECTOR, RETA IL DEVELOPMENT

Store SecurityTips for peace of mind

S pring is not just for the proverbial cleaning. It is also a good time to review your store’s security devices, procedures, and training. Start with the exterior of your store and take a few minutes to evaluate securi-

ty from that outside perspective. Is there adequate lighting for all sides of your build-ing? Have bushes or other materials grown up or been piled near windows, doors, or walls, giving would-be thieves a place to hide? If you have security cameras, are they facing critical entryways? Take a few minutes to check any bars on windows and doors for weakness or signs of tampering. If staff who had access to security codes or keys have left your business, have you changed the code or locks since they’ve departed?

Once inside, take a few minutes to review the coverage of your motion detectors. Do they cover the store’s exterior? If you share an interior wall with another store, do you have motion detectors to cover that wall? How about your ceiling? We’ve heard of numer-ous break-ins by thieves cutting through interior walls and even cutting holes in ceilings. Make sure those potential entryways are covered.

Take a few minutes to test your store alarm. Test the backup alarm, too.

Store security is a partnership among you, your systems, and your employees. Take time to review your store security procedures with your employees. Do they know the prop-er procedure to timely report a theft or loss to local law enforcement and the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF)? Do you have a procedure in

place if your store is robbed while your employees are in the store? Do you allow your employees to carry firearms, and if so, what is the policy if the store is being robbed? All of this should be covered rou-tinely with employees.

You need to balance meeting your custom-ers’ needs and granting them access to firearms. Some firearms thefts have involved custom-ers pocketing handguns while the salesclerk is distracted. You can help reduce the risk of this happening by limiting the number of firearms that you allow your employees to have out of their display area at

one time. Do you have such a policy?

The importance of taking inventory cannot be overstressed. An inventory will allow you to determine if any firearms are missing. It also lets your employ-ees know that you are checking their work.

Another facet of store security consists of building a strong relationship with local law enforcement agen-cies. Most police depart-ments will conduct a security assessment of your retail location at no cost. Furthermore, the police will be able to keep you alerted to crimes in your area and advise you of the best tactics to defeat the

thieves’ efforts. Invite the police to

use your parking lot to fill out their paperwork at night. If you have a password-protected Wi-Fi network, provide the code to the officers patrolling your neigh-borhood so that they have an extra incentive to park in your lot. Offer a discount to law enforcement officials so that they frequent your store. Word will likely get around that the police are often in your store, serving as an additional deterrent to would-be thieves.

Review your proce-dure at closing. Do you lock up all the firearms in a more secure loca-tion, such as gun safes

or lockable cabinets, at night? Transferring those firearms after closing and before opening to your cus-tomers can be a cum-bersome duty, but in the case of a break-in, such precautions dra-matically reduce the chances that thieves will be able to get at them.

Once you’ve done the final walk-through of your store and set the alarm, do you have procedures in place to determine who responds if the alarm is triggered? If you are on vacation, do you have someone designated to answer alarms, firearm trace requests, etc.? If a robbery or theft were to occur while you were gone, does this designated person have a solid understanding of your procedures and ATF’s reporting require-ments?

Hopefully your store will never be in this sit-uation, but it’s always best that you, your staff, and your equipment are prepared. For more information on store security, please see ATF Publication 3317.2 “Safety and Security Information for Federal Firearms Licensees” and the NSSF website (nssf.org/retailers).

RETAILER TOOLBOX

Another facet of store security consists of building a strong relationship

with local law enforcement agencies. Most police departments will conduct a security assessment of

your retail location at no cost.

SHB0514_RET.indd 17 3/11/14 6:11 PM


UPDATE

Straw Purchases Targeted in Three Cities A s part of its

ongoing national effort

to help prevent illegal “straw” purchases of firearms, the National Shooting Sports Foundation reminded the public in and around the cities of Chicago, Illinois, and Detroit and Flint, Michigan, that stiff penalties are in place for individuals convicted of such purchases.

Billboard ads for the “Don’t Lie for the Other Guy” program were pur-chased by NSSF in key locations in the Chicago, Detroit, and Flint mar-kets, with the message, “Buy a gun for someone who can’t, and buy your-self 10 years in jail. Whatever you do…Don’t Lie for the Other Guy.” In addition, two

radio ads ran in rotation more than 4,500 times in those markets. More than 32 million total media impressions were delivered in February and March via the pub-lic-education program.

“Don’t Lie” was formed as a cooperative program between the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) and NSSF, the trade associa-tion for the firearms and

ammunition industry. The program helps ATF to educate firearms deal-ers on how to better be able to identify and deter straw purchases. The effort was also developed to raise public awareness of the seriousness of the crime of purchasing a firearm for someone who cannot legally do so.

The public campaign drives home the message that anyone attempting an illegal firearm pur-

chase faces a stiff federal felony penalty of up to 10 years in jail or up to $250,000 in fines.

To legally purchase a firearm, a person must be able to pass an FBI National Instant Criminal Background Check and fully comply with state and local laws. When a criminal knows he cannot pass this check, he may try to induce a friend or other person to make

the purchase on his behalf, which is known as a straw purchase and is a felony.

“Federally licensed firearms retailers are on the front line every day working to prevent ille-gal purchases,” said Steve Sanetti, NSSF president and CEO. “This warning can help deter an illegal purchase long before a person steps into a store.”

In the retailer seg-ment of the “Don’t Lie” program, Federal Firearms Licensees are provided with a kit that contains a training video and brochure for storeowners and staff, as well as displays aimed to deter illegal straw purchases. Learn more about the pro-gram at dontlie.org.

Poll, Report Show Gun-Control Sentiment and Violent Crimes DownFindings of a Gallup poll and FBI Uniform Crime Reports indicate that the number of Americans who favor stricter gun laws has decreased, as has the number of violent crimes.The recent Gallup poll shows

that the percentage of Americans favoring stricter gun laws fell seven points in 2014, from 38 to 31 percent. The country’s overall dis-satisfaction with U.S. gun laws and policies has increased to 55 percent, a 4 percent rise from 2013 figures. That increase stemmed largely from the 16 per-cent of Americans who say that gun laws are too strict, more than triple the 5 percent recorded by Gallup last year.“Americans have become more

dissatisfied with gun laws over the past year, but this is attributable to a greater percentage who say gun laws are too strict, rather than not being strict enough,” the poll con-cluded. “Americans’ changing views could set the course for future gun law debates and legislation.”Preliminary figures from the FBI

Uniform Crime Reports indicate that, as a whole, law-enforcement agencies throughout the nation reported a decrease of 5.4 percent in the number of violent crimes brought to their attention for the first six months of 2013, compared with figures reported for the same period in 2012.

Americans are increasingly dissatisfied with our gun laws. The num-ber of those who want less strict laws has tripled.

NSSF and ATF orchestrated a media blitz for the “Don’t Lie for the Other Guy” program in three cities, advertising on billboards and radio.

SHB0514_NSF.indd 18 3/12/14 10:49 AM

© 2014 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.


Two Added to NSSF’s FFL Compliance Consulting Team

T wo experts in regu-latory compliance have joined the

team of NSSF FFL Com-pliance Consultants who are available to retailer members for training audits and con-structive review and advice on any deficiencies they might uncover.

Joining other former Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) executives and manag-ers on the consulting team is Audrey Stucko, who had 36 years of experience with ATF. She is a former deputy assistant director.

“I look forward to working once again with the industry on maintaining compliance with regulatory require-ments,” she said. “Education is the best road to a success-ful compliance program.”

Also coming on board is William “Bill” Napier, LPC,

the first non-ATF veteran to join the team. Napier, instead, for more than 18 years, served in the retail outdoor arena with responsi-bility for industry compli-ance with ATF requirements and firearms-related investi-gations. He has more than 30 years of experience in not only ATF compliance, but also in retail management

and loss prevention, serving as site manager, corporate manager, and director of compliance and loss preven-tion for small and growing retail chains as well as Fortune 1000 companies.

“NSSF is extremely proud to offer the expertise and experience of Stucko and Napier to retail members,” said Patrick Shay, NSSF’s director of retail develop-ment. “Having another for-mer ATF deputy assistant director join the consultant ranks is truly a testament to the commitment NSSF has to the retailing community. In addition, Napier’s exper-tise in loss prevention and security brings another dimension of value to the retailer’s membership.”

To learn more about the FFL Compliance Consulting Program, visit nssf.org/retailers.

Sunday Hunting Legislation Passes in VirginiaThe National Shooting Sports Foundation hailed the bipartisan accomplishment of both houses of the Virginia General Assembly for passing legislation that will allow hunting on pri-vate property on Sundays in the Commonwealth.

In the final step in the legislative process, the State Senate, by a 28-to-11 vote, passed the repeal of the old 19th century blue law preventing Sunday hunting. The House of Delegates passed the bill in January by a vote of 71 to 27. The bill was signed into law on March 5 by Gov. Terry McAuliffe. The legislation allows Sunday hunting on private land during des-ignated hunting seasons by hunters who

have the written permission of landowners.

“The Senate vote is a real accomplishment for sports-men in Virginia, but it is equally a victory for the econ-omy of the Commonwealth, which will see a more than $120 million annual direct economic benefit as the result

of hunters going afield on Sundays,” said Lawrence G. Keane, NSSF senior vice presi-dent and general counsel. “We congratulate the legislators and we thank our partners from all the hunting and sportsmen’s organizations and those in the wildlife management organi-zations that worked to encourage citizens to contact their delegates and senators in support of this legislation.”

PREMIUM MEMBERSHIP, NO WAITINGIn conversations during the past few months, an overwhelming majority of new NSSF retail members have asked NSSF about its Premium Retailer Membership, requesting the one-year NSSF membership eli-gibility requirement to partici-pate in this program be removed. NSSF has listened to its members and has removed the 12-month waiting period.

The Premium Retailer Membership is an enhanced membership that offers a num-ber of exciting features, includ-ing several educational and instructive benefits; a training audit conducted by former ATF and industry officials; all of NSSF’s compliance training materials; a research pack; and access to a 24-hour ATF compli-ance hotline. Furthermore, in the event that ATF takes action against one’s license after becoming a Premium Retailer Member, an unlimited legal defense fund is available. The Premium Retailer Membership provides peace of mind in know-ing that if you follow the train-ing and use the support provid-ed, your trade association will be there to defend your license and your livelihood.

For more information on NSSF Premium Retailer Membership, visit nssf.org/premium. To upgrade your exist-ing membership to a Premium Retailer Membership or to join NSSF as a Premium Retailer Member, contact NSSF Member Services at [email protected], or 203-426-1320.

Bill Napier is the first non-ATF member of NSSF’s FFL Compliance team.

SHB0514_NSF.indd 19 3/12/14 10:50 AM

UPDATE

If your range is facing challenges that need immediate attention, if you wish to become more proactive with Best Management Practices, or if you’re seeking professional

guidance on range design and improvements, NSSF’s team of Range Action Specialists is here to help.

NSSF Delivers Value ONE MEMBER ’SEXPERIENCE

Member: Duane Hesketh Jr.Club officer and member

Organization: Salem Trap and Skeet ClubGervais, Oregon

Description of Business: “Salem Trap and Skeet Club is a nonprofit, public- benefit organization that operates a shotgun shooting-sports facility. We provide a safe place to learn to shoot trap, skeet, sporting clays, and 5-Stand sporting clays on a recreational basis, as well as for competition.”

Experience with NSSF Range Action Specialists Program: “The club engaged one of the NSSF’s Range Action Specialists, Scott Kranz with URS Corporation of Portland, Oregon, to develop an Environmental Stewardship Plan for the club. The project was completed in a thorough and timely manner and has provided the club with a blueprint for the best practices required to ensure the sustainability of the facility into the future.”

Value of NSSF membership: “Membership in NSSF has not only benefited the club by providing a reference to qualified personnel to help with our range-management programs, but also in the financial support to offset some of the costs of the development of our Environmental Stewardship Plan. We would not have been able to execute this effort without the help of the NSSF! Furthermore, we use The Range Report as an information source for our facility, and we read Government Relations News, Bullet Points, NSSF Member News, and other NSSF electronic communications to keep informed. These are the best sources of information available on our shooting sports.”

Interested in NSSF Membership?

Promoting the great American tradition

of hunting and shooting is what the

National Shooting Sports Foundation

is all about. For our members, it’s more

than a sport; it’s a way of life. Join the

more than 10,000 companies and

individuals who have already discovered

that NSSF Delivers Value! To learn more,

visit nssf.org/join or call 203-426-1320

for Bettyjane Swann, NSSF director of

member services ([email protected])

or Samantha Hughes, NSSF member

services coordinator ([email protected]).

Range Action Specialists

RA

NG

E A

CT

ION

SP

EC

IAL

IST

S

Don Turner

Richard Peddicord Ed Santos

Glenn WelchKen Lewis

Leo Dombrowski Scott Kranz

Hannah Niane

You can learn more at nssf.org/ranges/ras. Duane Hesketh Jr. is a spokesman for one club that capitalized on this exclusive NSSF member benefit.


SHB0514_DEL.indd 20 3/12/14 11:02 AM


UPDATEBY CHRIS DOLNACK , NSSF SR . VP AND CMO

2014 SHOT Show Was a HitRecords were broken at the Las Vegas trade show

L et the record show that the 2014 SHOT Show was the most suc-cessful in its 36-year history. And with an extended contract that it be housed at the Sands Expo and Convention Center in Las Vegas,

the SHOT Show’s future promises continued success and satisfaction.

The 2014 SHOT Show was another one for the record books—record attendance, record sales, and record industry unity. The show also registered record satisfac-tion with attendees and exhibitors alike, with 75 percent of exhibitors completely or very satisfied, and 96 percent of exhibi-tors extremely or very likely to exhibit in 2015, according to our post–SHOT Show survey. Exhibitor satisfaction is confirmed by the record 96 percent of exhibit space renewals put under deposit onsite, and the 98 percent renewal rate we have reached within a month of the show’s conclusion.

Ditto for attendees, with 82 percent completely or very satisfied and 86 percent extremely or very likely to attend the 2015 SHOT Show. Total attendance increased 8 percent, to more than 67,000, in a year where we re-qualified attendees in the red-badge-buyer category, requiring documen-tation to verify purchasing authority.

All in all, the 2014 SHOT Show was a testament to the passion and enthusiasm that retailers, exhibitors, and industry associates share for our industry and the SHOT Show. It’s rewarding to know that all of our time and effort paid off, and you can rest assured that we’re working on making the 2015 SHOT Show even better.

The 2014 SHOT Show was very fortu-nate to have so many dedicated sponsors contribute to this record-setting year. For many of our sponsors, this is not the first time they have stepped up.

Outdoor Channel marked its fourth consecutive year as the show’s Pinnacle Sponsor, the highest sponsorship level associated with the show. Outdoor Channel’s unprecedented support of the

2014 SHOT Show demonstrates the com-pany’s unwavering commitment to the outdoors industry and all that the indus-try’s premier trade show stands for.

Daniel Defense returned this year with some creative elements, including Venetian and Palazzo room key cards and pub-style tables near food vendors to facilitate quick meals and short meetings—not to mention the Daniel Defense–branded staircase in the main entry area to the Sands Expo.

Thanks, too, to Caracal for providing the shuttle service between the neighbor-ing hotels and the show, saving many the time and money associated with taxi lines.

GunBroker.com continued to be an extraordinary partner of the National Shooting Sports Foundation and the SHOT Show, sponsoring the NSSF Member Lounge and Business Center. GunBroker .com is a great example of an NSSF mem-ber that makes the extra effort to help grow hunting and the shooting sports.

Also returning was ArmaLite as the title sponsor of the SHOT Show mobile app.

This show-navigation technology enriches the SHOT Show experience for buyers and attendees, and we greatly appreciate ArmaLite’s support in this effort.

Ram Trucks returned as the official truck of SHOT Show for the third year running.

Smith & Wesson provided generous support as the Platinum Level Education Sponsor for the industry’s largest profes-sional development opportunity for fire-arms retailers—SHOT Show University.

NSSF, owner and sponsor of the SHOT Show, extends its sincere thanks to all of our sponsors that contribute to its endur-ing success. We anticipate continued industry support in 2015.

With the Sands being an ever-improving venue, NSSF has contracted to stage the show there through 2018, adding another year to its agreement. The Sands recently completed a $37 million renovation that significantly upgraded its facilities, includ-ing redesigning and remodeling the lobby and adding escalators, new carpeting, Wi-Fi hotspots, food outlets, digital sig-nage, and other amenities that have enhanced the trade-show experience for exhibitors and attendees.

The 2014 SHOT Show is the fifth larg-est trade show in Las Vegas and the largest trade show of its kind in the world. The show generates more than $73 million for the Las Vegas economy, and, more rele-vant to NSSF and its members, the SHOT Show provides your industry’s trade asso-ciation with 80 percent of the revenue it directs during the year to promote, pro-tect, and preserve that very industry.

Next year’s show will be held Jan. 20–23. See you there.

YOU SHOULD KNOW

The 2014 SHOT Show was another one for

the record books—record attendance,

record sales, and record

industry unity.

SHB0514_YSK.indd 21 3/11/14 6:13 PM


BY SCOTT BESTULFY I

Going GreenSelling laser sighting technology’s new wave

In the current, frenetic firearms market, it can be a challenge to separate a legitimate hot-ticket item from the latest flash-in-the-pan. But even the biggest technophobe has to admit that laser sights belong in the first category. Pioneered (and proven) by the military and law-enforcement sectors, laser sights have shown their worth to a broad swath of shooters, and retailers smart enough to stock them have enjoyed solid—if not spectacular—sales.

Not yet riding the laser wave? Well, now is a perfect time to jump on, as Crimson Trace, a perennial leader in this category, has just intro-duced its first green laser sights. CTC’s Mike Faw offered the follow-ing selling points for retailers interested in maximizing sales in this exciting product line.

RELIABLE TECHNOLOGY➤ “Customers need to know that laser sights have had a solid history with military and law enforcement,” Faw says. “Sure, they look cool and have that Star Wars vibe, but they go far beyond that and can make shooters better. And the systems we offer are not only sim-ple to operate, but they’re also very dura-ble and reliable.”

MAXIMUM ACCURACY➤ Achieving accuracy is one thing at the target range, where shooters can maintain perfect form. It’s tougher in the

high-adrenaline moments common in hunting or personal-defense situations. “Once the sight is set up and sighted-in, the bullet goes right where you point the laser,” Faw says. “It doesn’t matter how twisted up your body is or how strange the shot angle. Plus, many people sim-ply find it more intui-tive; focusing a dot on a target is easier for them than aligning a front and rear sight.”

THE ULTIMATE TEACHING TOOL➤ “One of the neatest

things about a laser sight is its ability to diagnose flaws in your shooting form,” Faw says. “If you see that laser jump off the target as you pull the trigger or respond to recoil, you can take the necessary steps to cor-rect your form and shoot better. Lasers have the potential to simplify and shorten the learning curve, especially for new shooters.”

GREEN IS GOOD➤ As noted, laser sights have been around for a while, but virtually all commercially available models have thrown a

red beam. “Some peo-ple simply see green better than red, espe-cially in bright or sunny conditions,” Faw notes. “And offering the green laser allows retailers a chance to sell a new product to someone who already owns a red laser. Green is new, it’s exciting, and customers respond to that.”

VERSATILITY➤ Crimson Trace has been a leader in laser technology for many reasons, but Faw says one of the most impor-tant is its long product line. “Our newest model

is the RailMaster Pro, a light/laser combination that fits on any Weaver base. It’s getting a lot of attention from MSR shooters. Our most pop-ular sights are those for the Model 1911, the most popular handgun in history with American shooters. But we offer an extensive product line; our sights fit 150 different models.”

USER-FRIENDLY➤ Sure, most of us feel capable enough to oper-ate a smartphone. But admit it: Technology is semi-scary, and won’t this stuff break? No worries, says Faw. “We offer an excellent online training program for employees so they know the basics of mainte-nance and installation. CTC lasers also feature ‘instinctive activation,’ which means as soon as your hand is on the grip, the laser comes on. That means no fum-bling around for a switch in a tension-packed moment.”

How Accurate Is “Accurate”?Of course, a laser looks sexy, and thanks to computer games and movies, astounding accuracy seems as sim-ple as point-and-shoot. Crimson Trace’s Mike Faw says that the analogy is not far off target. “We sell lasers to fit anything up to, and including, the modern equivalent of a bazooka. Military testing proved that accuracy on in-range targets with that weapon went from 30 percent to 96 percent simply by installing a laser sight. So that’s another selling point: Who wouldn’t pay a couple hundred bucks to shrink their groups by 60 percent?” Looking sexy, of course, is still up to you.

Crimson Trace offers an online training system for your staff.

SHB0514_FYI02.indd 22 3/11/14 6:06 PM

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BC_027534_SHB0514P.indd 1 3/10/14 11:45 AM

F IR ING L INE

In the RedRuger’s new and improved Red Label

T he Ruger Red Label over/under is back. Introduced in 1977, the

O/U had a cult following among hunters until it disap-peared from the Ruger catalog in 2011. The Red Label was a solid, American-made O/U, handsome in its unadorned way, and many hunters loved it. The new Red Labels have been redesigned and are better than ever. Just as important, they are still made in Ruger’s Newport, New Hampshire, fac-tory. Your customers who insist on buying American will be eager to get their hands on the reborn Red Label.

Priced well below a Browning Citori, the Ruger Red Label is a very attractive choice for the price-sensitive customer who wants to step up to an over/under.

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SHB0514_FIR02.indd 24 3/11/14 6:04 PM

BY PH IL BOURJA ILY

Others will take more convincing, so here is the scoop on the gun. On the out-side, the new Red Label looks almost iden-tical to the old models, with a matte wal-nut stock and stainless receiver. The side ribs between the barrels are gone—they used to be owner-removable—but the big-gest changes to the gun have taken place on the inside. Ruger engineers went over all the internal parts and simplified (or in some cases, eliminated) them, all with the goal of making the gun better, simpler, and less expensive to produce. For instance, the old receivers were made in two pieces and welded together; the new receiver is one piece, a change that both saves money and results in a more consis-tent finished product.

One of the most important changes involved slimming the barrels. Whereas the old Rugers crossed the line from “solid” to “clunky” in terms of handling, the new guns have thinner, lighter barrels that make them noticeably livelier than the old guns. The new barrels are also overbored and have lengthened forcing cones to help pat-terns and reduce recoil somewhat. The new guns also have a soft Pachmayr recoil pad. They retain the mechanical trigger

and pivoting barrel-selector safety of the original Red Labels, and felt very familiar in my hands when I picked up the 12- and 20-gauge last fall. The 12, incidentally, debuted in October 2013, while the 20 will be available later this year.

Despite their weight (almost 8 pounds in 12-gauge, 7 pounds in 20), the old Red Labels had a reputation for recoil. But these guns kicked no more than my Browning Cynergy, which I shot side by side with the 12-gauge for comparison purposes. Both Red Labels shot very flat, which is good for a field gun, and I had no trouble hitting with them. After a session at the skeet field, I took the 12 hunting and bagged a pair of wild roosters with it on my first outing.

The Red Label has its flaws. It’s still a heavy gun, especially in 20-gauge. Fit and finish are not up to the level of a Browning or Beretta, but the gun no lon-ger competes at the Browning/Beretta price point. The best news about the Red Label is this: Ruger has passed the cost savings along to the customer. The gun used to list for $1,800, yet even with the addition of a semi-soft fitted nylon case and Briley choke tubes, it now lists for just $1,399. (203-259-7843; ruger.com)

It’s Made in the USA—’Nuff SaidMany shotgunners believe the Ruger action feels loose or sloppy. It’s not. Explain that the gun is designed to open easily. The action is very strong. Bill Ruger knew what he was doing when he designed a gun. Custom gunmakers have used the Red Label action as the basis for .375 H&H double rifles.

Point out the mechanical trigger. Unlike Berettas and most Brownings, the Red Label has a mechanical trig-ger, so it doesn’t need recoil from the first shot to fire the second. That means in the event of a misfire, you can still shoot the second barrel.

Compare this to the old Red Label. This new version is livelier, has a better recoil pad and chokes, and comes with a fitted case, yet it costs much less.

From fi rst-ever USPSA Female Grand Master

to infl uential spokeswoman to inspirational

role model, Jessie Duff is the industry’s most

coveted shooter—and she’s just getting started.

TaurusUSA.com

THE RISE OF A CHAMPION.

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UNDERCOVER SHOPPER

PIXEL PUSHERS

Cold ShoulderA hog hunter gets the “treatment” from Alabama retailers

The population of feral hogs is growing in many parts of the U.S. So is interest in guns and calibers well suited for tougher hides and armor-like shoulders, and in unique hunt-ing styles associated with popping hogs. I went looking for a good hog gun at stores near Birmingham, Alabama. I asked about models that chambered substantial rounds, were durable, and had compact barrels and iron sights—or were at least drilled for a scope. Not too much to ask, right?

STORE A

DRIVEN TO DISTRACTION➤ I was always told it was rude to take a call when you’re talking with someone. This clerk never learned that lesson. In fact, he took two, one for each ear. I was left in the middle waiting. Thankfully, he dis-pensed with them after a few minutes and was back to answering my

hog-gun questions. He did have relevant suggestions. He point-ed me to a Savage Hog Hunter and rattled off a few features. I asked if it had iron sights, and he said no. Then he handed it to me, looked at the gun, and said, “Oh, actually it does.” He also sug-gested a Remington 700 SPS Tactical because it was a short-barreled bolt-action

that chambered .308. “Remington’s answer to the Savage Hog Hunter,” he said.

STORE B

IDLE CHATTER ➤ After a lengthy wait, I walked toward an idle clerk who reluctantly asked if I needed assistance. I described to him what I was after. “Just about any gun in .308 would

do,” he said, seemingly annoyed. He handed me a Ruger Scout and grabbed a phone call. A few minutes later he hung up. To my sur-prise, he didn’t come back to finish our con-versation, but instead wandered off to talk with other customers. I lingered a bit but soon realized he wasn’t interested in seeing if I had any more questions. So I

wandered off myself.

STORE C

SOUND OF SILENCE ➤ At this smaller ma-and-pa shop, a clerk came right over to me. I stated my business and she—standing before a wall of long guns—told me she didn’t know anything about hunting. She shouted over to anoth-

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UNDERCOVER SHOPPER

er clerk about what gun she should recom-mend. Without look-ing up from a comput-er, the second clerk said, “Any 5.56 would do the job. Heck, I know some guys who kill tons with a .22 Mag.” I asked about bolt-actions specifical-ly. He said, “Then a .223.” And then there was silence. I looked over his shoulder and

said, “Oh, you have a Savage Hog Hunter.” He grudgingly acknowledged this and said he had them in .223 and .308. The woman did her job and handed me the .308 ver-sion. I asked her about a tab on the gun, and she said it was a bolt release, which was cor-rect. I handed the gun back, thanked her for her time, and decided

not to press my luck.

STORE D

ON THE WALL➤ I had to wait only a minute or two for help at this larger box store. I asked a young clerk about a good gun for hog shooting from blinds, while spotting-and-stalking, and with dogs. He asked another clerk if .243 or .30/06

would be good. They agreed .30/06 was best. The kid showed me a Savage Trophy Hunter with a Nikon ProStaff scope, and said he rec-ommended it because “it’s accurate and doesn’t cost much.” He handed me the gun in .243. I asked him if he had the .30/06 in stock, and he said, “Yeah, it’s on the wall.” But he didn’t bother to get it

for me. He said a .308 might also be good. I asked him about mod-ern sporting rifles for hogs. I guess I didn’t look like I had any per-sonal disposable income because he decided to show me what he called “the cheapest”—a $1,299 DPMS in .308. “But they’re real expensive and not as accurate as bolt guns,” he said.

How’d They Do?Customer Service

Product Knowledge

Product Availability

Winner:

It’s a sad com-mentary that a store with a distracted clerk was the best of the bunch, but it was the least painful to visit among the four. Overlook the phone faux pas, and the Bass Pro Shops in Leeds ekes out a win. Although spread thin behind a long-gun counter, the clerks knew hunting and had a lot of firearms on hand to talk about.

Bass Pro Shops5000 Bass Pro Shops Blvd.205-702-7500 basspro.com

��

I understand every-one is busy, but the clerk took two calls

while talking to me. Really?

��

The clerk seemed to have a grasp of what makes a good hog gun and a good hog load.

��

Had more than 300 guns, including two Savage Hog Hunters and two Remington SPC Tacticals, both models displayed in .223 and .308.

�

I had to flag down a clerk. He gave me an option, but then

the phone rang and appar-ently my time was up.

�

The clerk didn’t give me much time to figure out if he knew much.

��

Plenty of guns here, but I only got my hands on one, through no fault of my own.

��

I was promptly served at this small, busy store. At least

one clerk was friendly.

�

The first clerk said she knew nothing about hunting, even though the store had a wall of hunting long guns.

��

There were a lot of appro-priate guns, although the clerk didn’t know which ones to show me.

��

I was served promptly, and the clerk was friendly.

��

The kid didn’t know much about hog hunting or good calibers.

��

The store had lots of guns. But at one point the clerk said he would have recom-mended a Remington 700, if they had any.

SCORING SYSTEM: Outstanding: �� Very Good: �� Average: �� Fair: �� Poor: �

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The 2014 SHOT Show was a roaring success—a complete

sellout that attracted more than 67,000 industry professionals. SHOT Daily, produced by the editors of SHOT Business, set a new

record for size—378 pages over four days. This special section, taken from the pag-es of SHOT Daily, is a brief look at the broad range of products and personalities

that is the SHOT Show.

CONTRIBUTORS: CHRISTOPHER COGLEY, DAVID DRAPER, DAVID MACCAR, PETER B. MATHIESEN, ROB STAEGER,

PETER SUCIU, AND SLATON L. WHITE

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SIG Sauer used the 2014 SHOT Show to introduce a new polymer-framed service

pistol designed in conjunction with law enforcement professionals. The P320 provides an enhanced level of safety not found on most modern service pistols. Unlike its competitors, the P320 does not require the opera-tor to pull the trigger nor use a spe-cial tool to take down the firearm for cleaning or routine maintenance.

“One of the main points that kept coming up with trainers was the risk of accidental discharge inherent in today’s striker-fired service pistols,” says director of product management Jeff Creamer. “Unless they require a special takedown tool, other pistols require the operator to pull the trigger before disassembly. Classic SIG Sauer pistols have never needed this, and we made sure the P320 didn’t either.”

Featuring a modular grip frame and removable fire-control assembly pio-neered by SIG Sauer, the P320 is cus-tomizable to any hand size or duty

requirement, from full-size to con-cealed carry. Slide and barrel conver-sions allow the user to change calibers and barrel lengths as well. Moreover, the P320 will be immediately available in 9mm, .40, and .357SIG. The .45ACP will be available later in the year.

With a partially pretensioned striker, the P320 has a crisp trigger pull with a quick, pronounced reset right out of the box. The P320 comes in two trig-ger variants—a standard trigger and a tabbed safety trigger for specific LE cli-ents. Featuring SIG Sauer’s internal safety system, the P320 has no external safety or decocking lever to snag or hang up on the draw. A thumb safety version will be available for LE needs. SIGLITE night sights are standard, and the reversible magazine release makes the P320 completely ambidextrous.

“Whatever the requirement—patrol duty, competition, time at the shooting range, or concealed carry—the P320 can handle it,” says Creamer. SRP: $713. (603-772-2302; sigsauer.com)

Typically, the only people carrying medical kits on a hunt are medical professionals and people who’ve been hurt in the field before. But it’s a les-son that doesn’t have to be learned the hard way.

“If you display outdoor first-aid equipment on the shelves, people can connect the dots pretty easily,” says Frank Meyer, co-founder and chief marketing offi-cer at Adventure Medical Kits. “People realize that accidents can happen, and that medical help won’t be right around the corner.”

Meyer says that it typically doesn’t take much for hunters and shoot-ers to come to that realization.

“You don’t have to carry a huge line, but if you display a few essentials , those products will

sell very well,” he says.

One such essen-tial is AMK’s new Advanced Clotting Gauze, impreg-nated with kaolin to help quickly stem the flow of blood from even a serious wound. It’s compact, lightweight, and designed to be easy to use.

AMK debuted another survival essential at SHOT Show: the new SOL Sport Utility Blanket. The Sport Utility Blanket is made of a copper vacuum-metalized woven polyethyl-ene, which reflects back 99 percent of body heat. It features a muted, discreet color so that hunters can use the blanket as a makeshift blind without worrying about a reflective surface alerting game. (800-324-3517; adventuremedicalkits.com)

AMK’S OUNCE OF PREVENTION

SIG SAUER DEBUTS NEW SERVICE PISTOL

The new SIG Sauer P320 is designed to provide an enhanced level of safety not found on most modern service pistols.

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▶ The Ridge hunting boot combines per-formance and cus-tomizable comfort with Wolverine ICS+, an all-new integrated support system with multi-density lay-ers. This combina-tion works together to provide firm sup-port when carrying a heavy load or protec-tion from impact and bruises on rocky ter-rain while delivering a solid foundation for stability. Paired with the small, lightweight nitrogen-filled disc in the heel, the technol-ogy lets the wearer adjust to an ideal comfort setting by selecting from cush-ioned, firm, inner, or outer support.

The Ridge also has a water-proof leather and 900-denier poly-ester upper that offers lasting dura-bility and protec-tion, keeping feet dry and comfort-able. (800-545-2425; wolverineboots andshoes.com)

WOLVERINE RIDGE BOOT OFFERS INNOVATION AND COMFORT

Bass Pro Shops won the Chain Retailer of the Year Award. Bass Pro Shops founder John L. Morris (center) accepted the award at the Bonnier Outdoor Group Industry Breakfast.

SHOT BUSINESS HONORS INDUSTRY STALWARTSAt the Bonnier Outdoor Group break-fast at the SHOT

Show, SHOT Business honored industry leaders: Bass Pro Shops, Chain Retailer of the Year; Sports South, Distributor of the Year; CorBon/Glaser, Com pany of the Year; Game Masters of Quincy, Illinois, Independent Retailer of the Year; Colonial Shooting Academy, Richmond, Virginia, Range of the Year; Randell Pence of Sturm, Ruger, Sales Representative of the Year; and Mark Malkowski, president of Stag Arms, Person of the Year. In addition, the Bonnier Out-door Group Special Achieve-ment Award was given to NSSF president Steve Sanetti.

“The SHOT Business awards recognize and acknowledge leadership in the shooting-sports industry. Simply put, the winners of these awards repre-sent the best in this business,” said Slaton L. White, editor of SHOT Business.

Mark Malkowski, president of Stag Arms, was awarded the Person of the Year award for vigorously defending the firearms and shooting industry in the wake of the tragic school shooting in Connecticut last year, but he gave most of the credit to the NSSF.

“I wouldn’t have received this award if it hadn’t been for the NSSF. Those guys deserved to be up there with me,”

Malkowski said. “They were the ones that supported me tirelessly throughout the whole experience.”

NSSF got special recogni-tion of its own when White presented Sanetti with the Bonnier Outdoor Group Special Achievement Award.

“All I did this year was to tell the truth about this great industry, and you all make that easy to do,” Sanetti said. “ I’m just so proud and honored to be in the forefront, helping tell the story about the industry and get the word out . We rep-resent a great bunch of Americans doing constitution-ally protected things in a responsible way. And we’re going to keep on doing that.”

The new Ridge utilizes a unique sup-port system.

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When industry vet-erans Mike Jensen and Todd Pearson arrived at Zeiss in 2011 (as president and vice president of sales and mar-keting, respectively), they were presented with a rare oppor-tunity—transform the company. It was a challenge they both embraced wholeheartedly.

“Zeiss tradition-ally has been a brand that consum-ers aspired to own. But, normally, most would place finan-cial reality over aspi-rations and settle for a product in a realistic price range,” says Jensen. “There is nothing wrong with a serious opti-cal user who wants the best and can afford to reach into his or her pocket and drop $2,500 for a Zeiss Victory HT bin-ocular. But top-shelf products like this simply do not create a revenue stream large enough to support a retailer’s business. “Retailers

need traffic flow,” he says. “Manufacturers carry the responsibil-ity to drive consum-ers into the retail stores. At the same time, we have to give the retailers a prod-uct that is desirable to a broad range of consumers and pro-vides a good mar-gin. Mainstreaming a top-shelf product brand accomplishes this. Zeiss now offers retailers binoculars and riflescopes in three classes of prod-ucts that range from $349 to $2,500.”

The three dis-tinct product lines are Terra, Conquest, and Victory. “Each has its own swag-ger,” Jensen says. “The Terra line is the

introduction to our premium line. With a 2–7x42, a 3–9x42, and a 4.5–14x42 offering, it is ideal for any hunter in the U.S. Starting at $359, the Terra features a 1-inch tube, extraor-dinary light trans-mission, and a mul-tiple reticle option. The Conquest line is pure hunting. It offers five-times zoom in a sleek, 1-inch tube. The Victory line is the best of the best. Handcrafted in Germany, these scopes are each a work of art. They feature a 30mm tube design and offer the highest light transmission in the industry—more than 95 percent through

the entire scope. ”Jensen notes that

as the company developed its new portfolio, the deci-sion was made to clean up the distri-bution model. As a result, Zeiss pulled all new Conquest prod-ucts from distribu-tors. Doing so offered selected retailers protection from over-distribution, which, in turn, pro-tected their margins.

“We split our products by cus-tomer groups,” he says. “Conquest and Victory are now dealer-only product lines. Terra is offered to all channels of trade and gives the independent retailer the opportunity to

offer a broader selec-tion of products all wrapped up under a luxury brand. In essence, we are using Terra as the driver, and retailers can offer a full line of Zeiss Victory, Conquest, and Terra, a boutique selection of prod-ucts, to a much larger consumer group. It’s working.”

Ultimately, Jensen says, the long-term health of the industry revolves around the inde-pendent retailer. “We thrive within an industry where we are blessed to have a constitu-tional amendment that drives consum-ers into licensed retailers to transact

firearms,” he says. “No other indus-try has such a gift. My opinion is that it’s a moral obliga-tion, a responsibil-ity of all top industry executives that run top brands to sup-port this bloodline. Consumers aspire to own a top-shelf brand. They enjoy showcasing their purchases to their friends, and they carry a sense of pride when they use the products. Retailers now have a bou-tique brand that has gone mainstream, and they are selling more product at all price points because of it.” (800-441-3005; zeiss.com/sports)

ZEISS GLASSES MAINSTREAM TERRITORY

Rocky has expanded its Pro Hunter apparel collection to include the Pro Hunter Convertible Parka, a versatile vest/parka for fall 2014. The outer jacket features 200 grams of MicroPoly Tricot, an athletic-inspired performance material, and a Rocky Waterproof shell with a removable hood. The reversible vest includes 150 grams of Thermolite insulation and DWR rip-stop construction.

Rocky SIQ technology in both parts of the garment controls odor at the microbial level. Together, the jacket/vest combination has a total of nine pockets for utility in the field. Available in Realtree Xtra and Mossy Oak Infinity in sizes S to 3XL. SRP: starts at $229.99. (740-753-1951; rockyboots.com)

ROCKY INTRODUCES PRO HUNTER PARKA

Zeiss Conquest (top) and Zeiss Victory (above) represent the pinnacle of the line, offering superb optics that command premium prices.

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SPREADING THE WORD, DIGITALLYLast summer, hunt-ing pack manu-facturer Badlands, based in Jordan, Utah, launched a redesigned web-site. The guid-ing idea for the new site, accord-ing to market-ing director Blake VanTussenbrook, “was to make it user-friendly, visu-ally pleasing, and basically the best thing since sliced bread—or inter-nal-frame hunting packs. ”

VanTussenbrook believes the site is the best way Badlands can show the consumer that it is committed to providing first-class products and customer service. “It is important for us to provide a seamless avenue for customers to order directly from the website,” he says. “We are con-tinually improving the buying expe-rience by adding

additional pictures, videos, user manu-als—anything pos-sible to educate the consumer about the product line. Visitors to the web-site will see icons throughout the site that will educate them about the cutting-edge tech-nologies and top-of-the-line materi-als we use in all of our products.”

But the manu-facturer’s efforts in this arena move past the com-pany’s website to embrace all forms of social media.

“The social media boat has been at sea for sev-eral years now, and if you aren’t on it, you are missing out on opportuni-ties to not only be seen worldwide but also opportunities to educate, inter-act, and have fun in general. Badlands currently has solid followings on all the major social

media sites. We use our Facebook page as our main source of social media interaction, and it has been very ful-filling to have an avenue in which we can interact in almost real time with fans, custom-ers, buyers, retailers, and potential con-sumers who are still shopping for the gear that will best work for them. ”

It’s no secret that many retailers

in the shoot-ing sports/hunt-ing industry are behind the curve when it comes to using social media to reach their customers. VanTussenbrook says that more retailers need to embrace it.

“Social media involvement is only a must if your goal is to do everything in your power to succeed and grow,” he says. “Badlands

makes a practice of doing a Facebook shout-out to all the new dealers we set up. I am con-tinually amazed at the number of shops I try to link to in my shout-outs that don’t have a Facebook page. The wonderful thing about social media is that all it takes is an Internet con-nection, some time, and a little creativ-ity. We run con-tests, post blogs, answer questions, post pictures, and link to other sites we enjoy or work with. The possibili-ties are endless. We are in an age of ‘link clicking’ because it is so convenient. Why not have your links out there in as many places as possible?”

VanTussenbrook says that the com-pany’s investment in social media has really paid off . “Badlands is com-ing into its 20th

year, and it is con-tinually recognized as the leader in hunting pack tech-nology,” he says. “How did we build that awareness? It started by continu-ally producing the best product avail-able and show-ing the consumers that we care about their well-being and their feed-back. As the age of social media has progressed, it has opened up new opportunities for brand awareness.”

“The key to social media is to have fun with it, tell people why you are the best at what you do, and enjoy the experi-ence. Only when all of those items come together will you see an increase in customer loy-alty. Take care of the customers and they will take care of you.” (800-269-1875; badlandspacks.com)

RICOH SEES BEYOND THE FOG

The recent morphing of digital imaging and optics has produced land-mark performance changes in the tactical, law enforcement, and out-door sporting arenas. At the 2014 SHOT Show in January, Ricoh/

Pentax released a new generation of visual aids with a digital binocular that can literally see through fog.

The NV-10A Enhanced Binocular allows the user to see video images in real time of objects immersed in heavy fog with clarity and detail. The live digital view looks more like a slightly grainy HD video with fine detail, yet there is none of the ghosting that’s often associated with night vision.

Using digital Atmospheric Interference Reduction technology, the NV-10A takes an image through a complex set of algorithms with remarkable detail and depth.

“This will be a game changer for marine transportation, security observation, wilderness rescue, and even the big-game hunter,” says David Bennett, channel manager, industrial optical systems, of Ricoh Americas Corp. SRP: Around $4,000. (pentaxsportsoptics.com)

Badlands packs are prized for design quality, as well as their ability to withstand hard use.

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FABARM EXPANDS SHOTGUN LINEUP

Fabarm is fast becoming a familiar name to American shotgunners. Although the Brescia, Italy, gunmaker’s wares have been imported on and off to the U.S. for years, Fabarm never made its mark in the U.S. until Guerini USA bought the com-pany in 2011. Guerini/Fabarm is now Italy’s second-largest shot-gun maker, behind Beretta, and the Fabarm line has grown to have its own separate space on the back side of the Guerini booth, where it displays its distinctive line of semi-autos and O/Us.

Fabarm guns occupy a lower price point than do Guerinis. They have a contemporary European styling of their own, while sharing the excel-lent fit and finish and value that is a Guerini hallmark.

The Velocity XLR 5 semi-auto, the “new” Fabarm’s first gun, is a good example. Stocked in attractive walnut with an engraved receiver and angu-lar European lines, it has gained a foot-hold in the com-petition semi-auto market dominated by Beretta. A high-end gun with a price tag of $2,500 and

up, it comes com-petition-ready out of the box, with a rib that adjusts for point of impact, adjust-able comb and stock spacers, a trig-ger that adjusts for length of pull, and even weights to alter its balance. An over-size bolt handle and an enlarged bolt release button are standard as well. The internal parts of the Velocity are beauti-fully polished, which may partly explain its smooth operation and ability to cycle anything you put in it, down to reloads 7/8 ounce and lighter. It’s a soft shooter with any ammo as well.

Last year Fabarm added the Axis and Elos over/unders. The Axis is a 12-gauge target gun in trap and sport-ing clays configura-tions. I have shot the Sporting Clays gun and been impressed with its unconven-tional good looks and shootability. New for 2014 will be an Axis with a versatile rib design that lets it cross over from trap to skeet to sporting clays.

The Elos is a hunting gun in 20- and 28-gauge in both steel and light-weight alloy frame configurations in a Field and Deluxe grade. This year Elos will be available in a reduced-length model for smaller-stature shooters. (410-901-1260; fabarmusa.com)

WIRELESS MADE SIMPLE

Bushnell Outdoor Products has introduced a

breakthrough in trail camera technology—the world’s first carrier-approved plug-and-play wireless trail camera. Available in June, the new Trophy Cam Wireless allows hunters to place the trail camera anywhere within reach of the AT&T network and within sec-onds receive thumbnail photos of game via e-mail or text. High-res images are saved to the web portal (wirelesstrophycam.com), where users can download images or change camera settings remotely.

Darin Stephens, Bushnell senior product manager for hunting gear and accessory products, said, “Previously, because first-generation wireless trail cameras were not carrier-approved, implementation of them was like a tour through the suburbs of hell that involved purchasing a sepa-rate SIM card and wireless plan, as well interfacing the

SIM card with both the camera and the wireless network. By contrast, Bushnell partnered with AT&T from the get-go to deliver unmatched conve-nience and ease of use.”

Right out of the box, the Bushnell Trophy Cam Wireless is ready to use; a prepaid AT&T data plan provides users with unlimit-ed thumbnail images for the first 30 days. Free smart-phone apps are available for iPhone and Android devic-es, and Bushnell offers affordable data plans, including pay as you go, to complement a variety of scouting tactics.

The Trophy Cam Wireless features an 8MP camera that offers .6-second trigger speed and 720p hi-def video, as well as black, no-glow LEDs and an improved hyper-passive infrared sensor that cap-tures game activity up to 50 feet away. Time-lapse tech-nology records images or video at preset intervals , while simultaneously cap-turing live trigger events. The Trophy Cam Wireless is compatible with SD cards up to 32 GB. SRP: $599.99. (800-423-3537; bushnell.com)

Fabarm’s Velocity XLR 5 semi-auto has an engraved receiver and an attractive walnut stock. An oversize bolt handle is standard, as well.

Bushnell’s Trophy Cam Wireless is ready out of the box, including a prepaid AT&T data plan that offers unlimited thumbnail images for 30 days. Information stamps on every image include date, time, moon phase, and more.

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This year marks the 75th anniversary of Gerber Legendary Blades, but don’t

expect an overload of nostalgia and a big retrospective.

“This year is an opportunity to showcase the rich heritage of our company, and we’re not going to spend it talking too much about the past,” says Joe Mattson, Gerber senior brand manager. “The foundation of Gerber is American-made innovation. What we’re thinking about today is what the next 75 years are going to look like. We’re also asking what we’re doing to honor our roots by continuing that tradition.”

One thing Gerber is doing is releas-ing the new 39 Series of knives that are

designed to pay tribute to 1939—the year Gerber was founded. The knives in the line carry a classic, elegant, no-frills look that gives them a distinctive 1939 feel, but they’re crafted with the materials and expertise that Gerber has spent 75 years developing.

The 39 Series Sheath Folder and the 39 Series Pocket Knife are both made of 420HC steel with a nickel-plated zinc handle that’s smooth and sleek. The Sheath Folder has a 3-inch blade with dual thumbstuds and comes with a traditional leather sheath, while the Pocket Knife has a 2.8-inch blade with a classic nail nick for opening.

“As we developed the 39 Series, we did so not as a single 75th anniversary set but as a greater collection that will evolve and build over time,” Mattson says. “Our vision is an array of time-less products that honor Gerber’s deep American-made heritage while pointing to our bright future ahead.

“As an American brand and leader in the industry for 75 years now, we are incredibly proud of where we’ve come from, and ever-grateful to those who have been a part of this journey along the way,” Mattson says. “As we celebrate that heritage, our focus is on the future as we con-tinue to evolve from a knife and tool company into a global gear manufacturer.” (800-950-6161; gerbergear.com)

In the last two decades, PrimaLoft insulation has earned dedicated followers across the spectrum of performance out-door enthusiasts. The company’s progress from a maker of spe-cialty military clothing and insulation to a supplier of the moun-taineering commu-nity has given it seri-ous wilderness cred.

The company’s primary product, a non-bulky syn-thetic-down insula-tion, has proved that it will keep hunters warm even when it gets wet. As a result, PrimaLoft has devel-oped a fanatical fol-lowing of backcoun-try hunters who don’t have the luxury of heading to the truck or the house to dry out at the end of the day.

In 2012, PrimaLoft separated from its large conglomer-ate parent, Albany International, to concentrate on its consumer marketing goals. For 2014, the company will bring major new product to market with fresh new looks to reach out to outdoor con-sumers and retailers.

“We do a great job of communicating with manufacturers such as Sitka,” says Dave Newey, global marketing manager for PrimaLoft. “They understand our prod-ucts and history. Consumers and even retailers, however, don’t always know that the products they have use our insulation.”

This year’s array of new product includes three grades of waterproof down blends, base layers, and fleece fabrics. New marketing and social-media plans are afoot as well.

WARMTH WITHOUT WEIGHT

A BIG MILESTONE

Sitka’s new Blizzard Jacket uses PrimaLoft technology.

The Gerber 39 Series Pocket Knife is made of 420HC steel and fea-tures a sleek nickel-plated handle.

AN ENDURING FAMILY LEGACY Canaan Heard beams with pride when he speaks of his grandfather, legendary caller and call maker Paul “Dud” Dudley Faulk. Heard is determined to keep the family leg-acy alive, and he believes the modern mar-ket still has room for small American com-panies adhering to tradition. Over the years, Faulk’s, located in Lake Charles, Louisiana, has expanded its game calls beyond just waterfowl. The early calls were fashioned from cane by Heard’s great-grandfather, Clarence “Patin” Faulk, and hunters from all over south Louisiana would do whatever they could to get their hands on one. To this day, the inside of the main workshop looks like a museum dedicated to call making.

The one concession to modernity? The company now produces waterfowl, deer, elk, turkey, small-game, and predator calls, all

of which are still made by hand. “It means a lot to me to carry on my fam-

ily legacy,” Heard says. “People around the world know us, and that means a whole lot, because we are just a small Louisiana com-pany making calls in a traditional manner.” (337-436-9726; faulkcalls.com)

In some ways, the Faulk workshop is a museum of call making.

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CRIMSON TRACE GOES GREEN It’s no secret—“new” sells. And no matter how good a product

is, if the manufacturer can give it a new twist, it will appeal to a whole new consumer or revive interest in the product among consumers who have already purchased an earlier version. But what about when that new twist is more than just a mar-keting hook on which to build hype? What about when it actually delivers tangible benefits—benefits that could even make a life or death differ-ence—and at the very least pro-vides buyers with a true array of choices that will deliver what they promise? That’s exactly what Crimson Trace has done as it continues to expand its line of green laser sights to fit more firearms models and meet more shooters’ needs.

The company came out with 13 new green laser sight models in 2013, and more are slated for 2014, according to Michael Faw, Crimson Trace’s media relations manager. So what’s the benefit?

BENEFITS OF SEEING GREEN

Faw says besides being newer and more appealing from a retail standpoint, green lasers do offer tangible benefits to

the shooter. Most significant, they’re more visible in day-light than traditional red lasers. And because not every defensive situation will occur at night (nor, certainly, many training sessions on the range), that green laser can make it easier to acquire a tar-get and fire accurately regard-less of the lighting situation.

Our eyes pick up green bet-ter than they do red, and for that reason it helps the shoot-er acquire the target that much faster. In situations where milliseconds count, this can be huge. And people who are color-blind—typically an inability to see either red or green—can now select a model they can see.

Traditionally, green lasers have been more sensitive to extreme temperatures, particu-larly heat, because it takes a larger infrared laser diode that must be converted down to produce a 5-megawatt green light. Why 5 megawatts? Because the Food & Drug Administration limits the level of output a visible laser can deliver to 5 megawatts or less. So when a green laser, which requires a larger diode to pro-duce the green color, is chan-neled down to 5 megawatts,

the excess energy is released as heat, and that heat can cause a laser to occasionally shut down.

A LONGER LIFE FOR

MODERN GREEN

This year, Crimson Trace is introducing a green laser that operates on four batteries and runs longer than other tradi-tional green laser models. Thus, green laser technology is catching up to the more common red lasers and removing concerns that red laser purists may have had about making the switch.

Whether talking green or red, however, Faw notes that because a laser allows for instant aiming ease and accu-racy for new and even experi-enced shooters, a laser sight should be part of the discus-sion with every new handgun sale. And educating consum-ers about the benefits of lasers is a key component to increas-ing the average consumer handgun purchase. For that, Crimson Trace offers retailers a host of point-of-sale displays and tools so shoppers can actually test the benefits of a laser-sighting device in the store prior to purchase. (800-442-2406; crimsontrace.com)

▶ There’s some-thing comforting about holding a pis-tol that feels like you can use it to club a bear to death if necessary. The new snubby Smith & Wesson .460 XVR Performance Center revolver is a real hunk of steel—but it’s a very well-balanced and comfortable- shooting hunk of steel.

Lots of shoot-ers shy away from large-caliber hand-guns for a variety reasons. Seeing a little 2.5-inch bar-rel on a handgun that previously sold as a long-barreled hunting handgun is a tad disconcert-ing at first. But, we must venture for-ward to learn our limits, so I stepped up to the range as others shook their heads and said, “No thanks.”

This is the first short-barreled offer-ing of the S&W X-Frame .460XVR with an unfluted cyl-inder, bringing the revolver out of the field and into the self-defense arena. The contoured syn-thetic grip is just plain comfy. More important, all the rounds I shot on NSSF’s Media Day were right on target. (smith-wesson.com)

S&W’S SNUBBY .460

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

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CUSTOMER ORIENTEDThe iconic Browning Buckmark logo is one of the most recogniz-

able symbols in the outdoor industry, and over the years, it has come to represent so much more than the firearms it first adorned. The Buckmark is a badge of honor for serious sportsmen. Browning Camping gear lives up to the high expectations the Buckmark has come to represent.

Browning Camping is a rapidly expanding line of camp-ing and hunting equipment that sportsmen will appreciate. The logo may spur initial attraction, but the technical attention to detail found in all Browning Camping equipment will keep customers coming back for more.

The Browning name is licensed by ALPS, which stands for Active Lifestyle Products and Services. Dennis Brune founded ALPS Mountaineering in 1993. This family business has grown to include three additional brands—ALPS OutdoorZ, Cedar Ridge, and Browning Camping. All of the brands are built on the same guiding prin-ciple of producing quality prod-ucts at fair prices.

“Browning Camping is suc-cessfully gaining market share by supplying quality, affordable gear, and exceptional customer service after the sale. We pride ourselves on the products we produce and the service we pro-vide for our customers. If we built it, we stand behind it,” says marketing manager Justin Leesmann.

Prior to founding ALPS, Brune spent 15 years working with top mountaineering brands and learning how to market per-formance-oriented equipment. It wasn’t until he started his own business, though, that he com-pletely understood what it meant to focus on producing affordable, quality gear. He

learned that when you start from the beginning, with a com-pletely new brand, you must concentrate on every detail. His concentration continues to be evident in all of his products.

“Sportsmen of the past were forced to use heavy, rough-it-type gear. What we do for the sportsmen of today with the Browning Camping line is com-bine a nostalgic brand symboliz-ing quality and heritage with innovative, modern-day design principles. Browning Camping is performance-oriented for ease of use, durability, and, most importantly, customer satisfac-tion,” Leesmann says.

The camping segment is a crowded one. Brune knows that in order to set the Browning brand apart, it will take consis-tent effort at raising the bar and bringing quality, functional products to market that the average sportsman can afford and count on for seasons to come. He plans to do just that.

One major advantage Browning Camping has over other general camping equipment brands is Brune’s experience in the demanding mountaineering market. Gear failures at 14,000 feet and above can be life-threat-ening, so Brune is trained to pro-duce gear that will never let you down. (800-344-2577; browningcamping.com)

For 25 years, Benchmade has been delivering knives to military, law enforce-ment, and emergency ser-vices personnel that con-sistently exceed expec-tations for quality and functionality. So naturally when the Oregon City, Oregon, company decided to create a new line of knives for hunters, it set its sights high.

“We wanted these knives to be the ones that hunters would reach for every time they’re in the field,” says Matt Elliott, marketing manager at Benchmade. “We knew the only way to do that was to design these knives around the customers’ needs, not our own.”

To find out exactly what those needs were, Benchmade surveyed more than 5,000 hunt-ers from all areas of the country and all walks of life. Elliott says that the four things that nearly every one of them men-tioned as the attributes that were most impor-tant to them in a hunting knife were edge reten-tion, durability, ease of sharpening, and corro-sion resistance.

“When we started this

new line, we started with the goal of absolutely making sure we incorpo-rated all of those attri-butes into every knife in the line,” he says.

The solution they came up with for accomplishing that goal was to use CPM-S30V steel. This steel is created through an exten-sive process that involves turning metal into a pow-der, then reforming it into useable steel through a specialized heat-treatment process. Elliott says that while other hunting knives use the same kind of steel, every company’s heat-treat-ment process is different, and that the specific pro-cess used makes a huge difference in the quality of the finished product.

“Our heat-treatment method meets the high-est standards in the industry,” Elliott says. “By using the CPM steel and taking advantage of that heat-treatment method, we were able to create blades that pro-vide the best blend of all of the things the hunt-ers we talked to said they were looking for in their knives.” (800-800-7427; benchmade.com)

The Browning Phantom blind is a good example of the company’s build quality.

BENCHMADE’S HUNT LINE DEBUTS AT SHOT

The new hunting knives use heat-treated CPM-S30V steel to achieve edge retention and durability.

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LACROSSE EXPANDS AERO TECHNOLOGYLast year LaCrosse came to market with new technol-ogy in neoprene footwear. The line featured a new last and notably differ-ent materials from those employed in the AlphaBurly line of the last decade. The investment in the patent-pend-ing AeroForm tech-nology boots paid off handsomely, as LaCrosse retail-ers responded positively to the new line. For 2014, the company is expanding the boots to a pre-mium-priced wader line, as well as to an all-new work-boot segment.

The AeroForm technology uses

a liquid-polyure-thane-over-neo-prene construc-tion. The procedure starts with a flex-ible, insulating neo-prene sock that has a liquid rubber seal on the back seam to add durability and provide the flexibility needed to easily slide the boot on and off. In the final step, this liquid polyure-thane is injected into a mold around the sock to form a highly durable but lightweight insu-lating shell that surrounds the foot up to the shin.

“This is a perfect boot bottom to update and expand our waders,” says Ryan Cade, product

line manager for LaCrosse and Danner. “These bottoms are partic-ularly flexible, yet they offer support

and protection from sticks and the cold.”

The new AeroForm Wader has a

5-millimeter-thick neoprene upper constructed with a protective outer layer that resists thickets, sticks, and other sharp objects. Designed with cold-weather hunting in mind, the AeroForm wader boot-foot bottoms will sport 7-millimeter thick-ness for warmth.

In the work-related category, two new black boots with yellow trim—called the AeroGuard—will incorporate the same basic design while adding work-place safety specs, with the choice of 3.5-millimeter or 7-millimeter thick-nesses for cool or

cold conditions. The boots will come in two heights—12 and 16 inches.

An adjustable ankle gusset allows for larger calves, and the integrated shank adds sup-port for workers who spend long periods of time on ladders. “For many of the same rea-sons the new line works as a wader, it’s also fantastic for worksite wear,” Cade says. “Think of it as a light sup-portive glove that keeps your foot dry and safe.” SRP: $350, AeroForm waders; $139.95, AeroGuards. (800-323-2668; lacrossefootwear.com)

THE FOOD GAME Game cooking has never been more popular than it is now. The loca-vore movement has made game cooking hip, and TV shows like Meateater and Sporting Chef bring game cooking to a mass audience.

These days, outdoor cookware sells—and not just to the car camper anymore. “We have seen a huge increase in sales and usage among the hunting and fish-

ing crowds,” says Steve McGrath, marketing and public relations director of Camp Chef. Founded in 1990 in Logan, Utah, Camp Chef has become a leader in the outdoor cooking field. Its original product, the PRO 60 stove, won Consumer Digest’s Best Buy award, and the line has grown to include smokers, stoves, grills, pizza ovens, cast-iron cookware, and more, along with a full line of accessories.

I had a chance to see the Camp Chef product line in action on a duck hunt in Utah in the fall. In the hands of a good cook, Camp Chef gear is capable of magic, even when you set up a mobile kitchen on a levee in a state WMA. We dined on breakfast pizza, biscuits, pastries, and smoked tri-tip, all cooked to per-fection outdoors.

New for 2014, Camp Chef enters the popular pellet grill category. Pellet grills use compressed sawdust pellets as fuel, allowing them to function as both ovens and smokers. It’s easy to regulate temperature, and the grills are safer than gas and charcoal models, as well. The new PG24 I saw in Utah has all-digital controls that maintain consistent cooking temperatures.

Asked for a selling point, McGrath says, “The biggest difference between our grills and the competition is that ours are easier to clean. Most other grills have to be disassembled and cleaned of ash with a Shop-Vac. With ours, a simple pull of a lever dumps the ash into a removable cup.” (800-783-8347; campchef.com)

Camp Chef’s pellet grill is new for 2014. The popular Smoke Vault boasts a wide temperature range.

AeroForm technology uses a liq-uid-polyurethane-over-neoprene construction that helps create a durable but flexible boot bottom.

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GAVIN HARVEY, CEO, SPORTSMAN

CHANNELSHOT Daily: Your role as CEO at Sportsman Channel provides you with a unique perspective on the shooting-sports industry as a whole. What would you say is the cur-rent state of the industry?GH: The passion for shooting and hunting is very deeply held, and our industry lead-ers are oxygen-ating growth by recruiting the next generation, elimi-nating barriers to entry, launch-ing awesome new products, fighting unfair legislation, and utilizing smart media to motivate consumers. What concerns me, as a shooting enthusi-ast and someone who has spent a career in television, is the relentless blitz of negative disinformation, demonization, and propaganda that is hurled at this life-style and the good people who safely and responsibly practice it.

LANE TOBIASSEN, PRESIDENT AND CEO, CRIMSON TRACE CORP.

SHOT Daily: What do you see as the biggest challenges facing the indus-try in the next five years?LT: Fighting misdirected gun-control legislation will always be a challenge because anti-gun forces will never give up on their mission of restricting gun own-ership. Fostering positive public per-ceptions about gun ownership and the role of guns in American life is something I think about a lot. We can’t let negative messages about guns stand unchal-lenged. If we do, guns will be stigma-tized as something out of the main-stream. I also think about the aging demographic of the “typical” gun owner. While we have seen more younger customers (and women) enter the market, we will need to continue attracting younger customers.

ADAM BLALOCK, PRESIDENT AND CEO, WALTHER ARMS INC.

SHOT Daily: When you wake up in the morning, what gets you excited about your business?AB: Aside from the opportunity to be part of a company and a brand that is nearly 130 years old, I love the cul-ture of our indus-try. This includes work, family, cus-tomers, press, and competitors. In the popula-tion we call “the gun industry,” you find an extraor-dinary number of solid people with strong values and fabric. They express deeply held beliefs about family, faith, and work ethics. They are patriots and defenders of free-dom. I’m humbled to be a part of that.

BEN RIVERA, PRESIDENT, LEATHERMAN

TOOLSSHOT Daily: Why was the acquisition of PocketToolX so important to the future of Leatherman?BR: PocketToolX was the seed that grew into an inno-vation tree for our company. Through that small acqui-sition, we were able to justify an investment in a flexible manufac-turing cell that we are now calling the “Custom Cell.” That cell is built around the philos-ophy that we can profitably make products or fea-tures for products in runs as small as 1,000 pieces. This really opens the door for us in try-ing new things for our core products that can take us into smaller niches. As we gain experi-ence and success through the small runs, we can, and will, scale the suc-cess up with less risk. The barrier for innovation just got a lot lower.

MIKE GALLOWAY, VICE PRESIDENT OF SALES AND MARKETING, HARD CORE BRANDS

SHOT Daily: Your website seems to take a lot of pains to show the peo-ple behind the brand are die-hard outdoorsmen. How important is that image to the success of the company?MG: It’s very impor-tant. I want our cus-tomers to know that our products weren’t developed by someone who has no idea how they will be used in real hunting appli-cations. Our prod-ucts are developed by hard-core hunters who are out there using the products. If you believe in something you sell, it comes across to those who are buying the product. We believe in everything we sell because we rely on it to have success on our own hunts. We go to great lengths to develop features that sep-arate us from our competitors.

MARK DE YOUNG, PRESIDENT AND

CEO, ATKSHOT Daily: You have said the shooting sports have gotten a boost from the continuing surge in firearms sales. This surge has also brought new par-ticipants into our world, especially women. Will ATK be doing any spe-cial marketing to women, and other new shooters?MD: The presence of new consum-ers in our industry is unprecedented. We want to make sure we serve these new customers. Regardless of why they got here, we want to do our best to welcome them, teach them, listen to them, and help them pursue their respective areas of interest. So, yes, you’ll see some non-tradi-tional marketing and communica-tion efforts that are directed toward new shooters—women included. The diversity of the new arrivals to our industry is great.

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If anyone in America hasn’t yet heard of Katniss Everdeen, it’s a safe bet

they’re in the minority. The fictional star of the best-selling The Hunger Games novels and subsequent block-buster movies has made a lasting impression on worldwide audiences. She’s also done something very pow-erful for the shooting, hunting, and outdoor industry.

“There has definitely been a huge boom in the number of girls and women who are interested in archery,” says Tiffany Lakosky, star of the Outdoor Channel’s Crush with Lee & Tiffany. “And it’s really neat to see.”

The large number of women and girls who read about and see the female hero character excel with a bow and arrow is helping change mindsets across the country. It’s a pow-erful phenomenon that presents a unique opportunity not just for the archery industry, but for every retailer and manufac-turer in the shooting, hunting, and outdoor trade who has been working hard to get more women and girls engaged in hunting and the shooting sports.

“I think the entire industry is really doing a good job of getting women involved,” Lakosky says. “It really feels like everyone has recognized that women are a huge part of the future of this industry.”

Which is exactly what Lakosky and Vicki Cianciarulo, star of the Outdoor Channel’s Archer’s Choice and The Choice with Ralph & Vicki, have been telling audiences for years. For both of these torchbearers of women’s hunt-ing, the increased interest in archery spurred on by The Hunger Games has been extremely rewarding.

“It’s a great thing to see,” Cianciarulo says. “I think it’s especial-

ly good for kids who see that Katniss is going out and hunting and bring-ing food home for the family. The books and movies do a great job of showing that she’s able to provide for her family during a tough time, but they also show that when she’s out in the woods, it’s her time to get out and relax and reflect. And that really portrays what hunting, and bowhunt-ing, is all about.”

Cianciarulo, Lakosky, and many other female hunters have been pro-viding that accurate portrayal of hunting through their television shows for years; they are now begin-ning to see their hard work pay off as women across the country are really starting to realize that hunting isn’t just for men.

“The misconception is that bow-hunting is so hard, but the reality is that it isn’t as scary as most women and girls might think it is,” Lakosky

says. “I think we’re showing so many girls how much fun we’re having hunting, and they’re realizing how much fun they could have, too.”

That realization is what’s helping get more women and girls into gun shops and archery stores to explore their newly acquired interest, and once there, it’s up to

the retailers to turn that budding interest into a lifelong pursuit.

“Have bows set up and ready for women and girls and kids to try out so that they know right away that the bows aren’t scary. And train your staff on how to help women and kids find a bow that’s comfortable for them so they enjoy using it,” Cianciarulo says. “It’s also important to have the equipment for all differ-ent levels so that when they’re ready to take the next step, you’ll be able to help them get there.”

Although it’s hard to tell exactly

how far this current craze that’s been fueled by Katniss Everdeen and The Hunger Games will go, one thing is certain—it isn’t likely to die down anytime soon.

“We as an industry need to grab hold of this and keep the wave going,” Cianciarulo says. “We need to keep taking it out into the general public and make sure it isn’t just in our industry. Archery isn’t a scary subject, and we need to make sure we keep going out and showing people that.”

Because while the current rage might be focused on archery, it is the broader benefit that Cianciarulo said we all need to focus on.

“Guns can be intimidating. Archery is much more intimate, and because of that, it’s a great way to introduce women and youth to hunting and the shooting sports,” she says. “The more we can do that, the more the entire industry is going to benefit.”

And when that happens, Katniss won’t be the only one that all of us will have to thank. (909-770-5750; outdoorchannel.com)

FROM HUNGER GAMES TO TREESTAND

The popularity of The Hunger Games books and films has led to greater enthusiasm for archery and bowhunting among women of all ages.

The large number

of women and

girls who read

about and see

the female

hero in the

Hunger Games

is changing

mindsets across

the country.

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HOLD

THAT

MARGIN!

Cyndi Flannigan, Walther’s vice presi-dent of sales and marketing, spent many years at Leupold & Stevens. When she made the move to Walther last year, she immediately saw one crucial differ-ence between the optics and firearms industries.

“In the optics world, distributors have a minimum transaction price, and they pretty much stick to that. But that’s not the case with firearms. Nobody has a uni-lateral pricing policy.”

As a result, retail-ers may feel pressure to discount heavily to get the sale, which, obviously, lowers their margins.

Flannigan says that Walther retail-ers experience this to a lesser degree because “Walther is in such high demand. We under-stand the price pressure that some retailers may feel, but we also encour-age them to keep margins high by reminding them of the demand for the product, especially when supplies are tight.”

Walther supports the retailer in other ways, as well. “We’ve done trade adver-tising to tell the retailer about ‘the

new Walther,’ and our independent reps are also on the road to explain the new company struc-ture and how it will benefit the retailer,” Flannigan says.

Flannigan says that Walther will be creating a spe-cial retailer web-site where “they can not only check on their orders, but also access a library with how-to vid-eos that tell you how to break down a firearm as well as instructional how-to-sell videos. It’s really important that a retailer know how to merchandise Walther products.”

In addition, the reps are working on profiling Walther retailers. “This will give us an idea on how to market to them, whether it’s a larger, more sophis-ticated operation

or the more tradi-tional independent mom-and-pop.”

Retailer support efforts also mean getting Walther per-sonnel behind the counter. “We need to get behind the counter,” she says. “And we intend to bring in retailers for product and sales roundtables as well. It’s all part of an effort to create bet-ter partnerships.”

Flannigan under-stands the value of floor traffic, and the value of retailer fly-ers with “sale guns” to drive that traffic. At the same time, she says Walther isn’t interested in becoming a loss leader.

“We hope other companies get to be the loss leader, and when people come in they’ll see the value and perfor-mance of a Walther,”

she says. “Given the quality and perfor-mance of our guns, the retailer will be able to protect his margin.”

That’s good for him, and good for Walther.

But even so, Walther under-stands how price sensitive the cus-tomer is these days. That’s why the manufacturer introduced a new price-point PPX (that sells for under $500) earlier this year.

“This was new ground for us,” she says. “It’s been very successful, both in numbers sold and the margins reaped by the retailers. It’s an entry-level tool, but we worked hard to keep the quality for which Walther is known.” (479-242-8500; walther arms.com)

MARKETING TO WOMEN With women accounting for more than 35 percent of new customers entering the shoot-ing sports, they represent the single fastest-growing category in the industry. Women want different products than men, and that doesn’t mean just the same thing in pink.

A communicative and friendly staff, plenty of product accessories for discern-ing consumers, and a clean restroom can go a long way in making a gun shop more appealing to female customers and fami-lies. These were among the top tips offered during an NSSF panel discussion on market-ing to women.

“When a woman enters a store, it is very much like she’s heading to the mall,” said Barbara Baird, SHOT Business contribut-ing editor. “She wants to see bright lights, some displays, and, most important, a clean restroom.”

Kate Krueger, host of Talking Guns with Kate, told a tale of a female customer who went to three different stores. Clerks in the first two shops ignored her, and those in the third answered only a few questions before asking if she was in fact a serious customer. “Those are the sorts of things you don’t want to be known for.”

The gun store experience should be no different from other shopping experiences, added professional sports shooter Randi Rogers. “Women want to spend some time there, they want to handle the products, and they want to look around. Make your store inviting, with a place to sit, and make it comfortable,” Rogers suggested. “Women like creature comforts.”

What is also important is not to ignore female customers, and to treat them no dif-ferently than the male customers. That also means not assuming that women are only looking for the most affordable firearm or only interested in smaller calibers. Those assumptions can result in lost sales.

Gun shops also should not apply a one-size-fits-all strategy when marketing to women. And while it isn’t possible to stock every option, letting female customers know that items can be ordered can go a long way in instilling customer loyalty. At the same time, don’t push products just to make a sale.

Finally, it’s crticial to know that not all women appreciate “pink” products.

The iconic Walther PPK remains a popular firearm, one with a nice margin. The German manufacturer regularly invests in retailer support to help main-tain and protect that margin.

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SOG is significantly expanding its presence in the outdoors market with new knives and tools designed for various outdoor pursuits, from hiking and hunting to fishing and camping. Among the knives in the new outdoor offering is the new BladeLight line, which includes a hunting, camping, tactical, and two separate fillet knife options. All fea-ture three LEDs on each side of the blade to provide focused illumi-nation when performing outdoor tasks at night. SRP: $105 to $115.

Staying true to its tactical roots, SOG is also introducing a selec-tion of assisted-opening knives that feature SOG’s new Flat Spring Assisted Technology. The Zoom line has AUS 8 stainless-steel blades and aluminum handles and includes seven models that range in price from $115 to $145. SOG is also releasing a Flashback Mini for 2014 that’s a smaller version of the knife that SOG calls its Fastest Assisted Opening Knife. SRP: $80 to $90. (888-405-6433; sogknives.com)

Black Sheep Sporting Goods, based in Coeur d’Alene, Idaho, added to its long list of accomplish-ments when it was named 2013 Overall Dealer of the Year by ATK Sporting Group. Owner Dave Knoll founded the business in 1975 and built it into a full-line outdoors sports retailer that offers firearms, ammunition, reloading supplies, shooting accesso-ries, apparel, archery gear, knives, optics, gun safes, and more. Today, Black Sheep operates a store in Lewiston, Idaho, as well as the 65,000-square-foot Coeur d’Alene location. In addition to the 2013 Dealer of the Year title, it has been voted “Best Sporting Goods Store” by the Spokane Journal of Business for six straight years.

According to Jim Bruno, ATK Sporting Group vice president of sales—east, Black Sheep’s

advertising efforts and its practice of warehous-ing products to ensure availability have grown its already-strong sales for ammunition and reload-ing equipment. Meanwhile, the retailer has dra-matically expanded its accessory offerings, includ-ing Weaver Optics, Outers gun-care equipment, Blackhawk clothing and leather holsters, and

Champion ear and eye protection and targets.

Through these efforts, Black Sheep has shown sales increases in excess of 350 percent for ATK products.

“These kinds of numbers—and the strategy and hard work that led to them—are exemplary,” Bruno says. “Black Sheep’s per-formance and its dedication to our family of brands make it more than deserving of the Dealer of the Year title.”

ATK HONORS BLACK SHEEP SPORTING GOODS

Black Sheep Sporting Goods owner Dave Knoll, ATK’s Dealer of the Year.

The big news from DPMS at this year’s SHOT

Show? The next generation LR-308 rifles, known as DPMS GII. DPMS has made considerable changes and upgrades to this rifle line, which has six variations on the GII theme, as part of a three-year R&D project to make this the best all-around .308 MSR possible.

If you have used a LR-308 in the past, the first thing you’ll notice about GII is that it is lighter—con-siderably so. DPMS has shaved off nearly a pound, much of it due to rede-signed upper and lower receivers. Improved machin-ing operations on the receivers, paired with a 7075 forging, allows the GII’s upper receiver to be smaller and lighter yet stronger than the current LR-308 design. DPMS also improved the bolt geometry

to relieve stress lines, craft-ing an 8620 forged mono-lithic impingement carrier with a Carpenter 158 bolt.

The standard GII Carbine weighs in at a nifty 7.25 pounds. Recoil is surprising-ly less than the heavier LR-308. That might seem counterintuitive, but as Adam Ballard, product manager for Freedom Group’s MSR lines, explains, the lighter bolt-receiver configuration means less weight being driven back at the shooter, reducing the felt recoil.

Other GII features include an identical length rear of the mag well to a standard AR15, a signifi-cantly reduced profile to the current LR-308 receiver, a steel feed ramp, an improved extractor, a titani-um firing pin, an M4 com-mercial six-position stock, an A2 pistol grip, and a DPMS Glacier Guard hand

guard that is compatible with aftermarket furniture.

I recently shot the GII in the 16-inch barrel Carbine and Recon models, as well as the 18-inch SASS and 24-inch Bull models. Retailers might consider promoting the carbine length models as great truck and ranch guns, given their light weight and maneuverability. They would also be a good choice for home-defense consumers who want a nifty rifle that provides .30-caliber punch. The long-barreled SASS and Bull models were long-range accurate and should have many applications in bench and silhouette shooting.

“We’ve shot hundreds of thousands of rounds through these rifles,” says Ballard. “We purposely tried to break parts, and we did. We then went back to the drawing board and made those parts better. We’ve made this the best rifle we could.” SRP: $1,499. (800-578-3767; dpmsinc.com)

GETTING TO THE NEXT LEVEL

SOG MAXIMIZES ITS

PRESENCE IN THE

OUTDOORS MARKET

SHB0514_SHO.indd 44 3/11/14 6:28 PM

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In case you haven’t noticed, the tactical and law-enforcement segment of the shoot-ing, hunting, and outdoors industry is grow-ing. Rapidly. Anyone who doubts this need only look at the expanding floor space that this section of the industry accounts for at the SHOT Show. One of the companies that has noticed this trend, and is making strate-gic business adaptations in response to it, is Benchmade Knife Company.

“Tactical and law-enforcement sales have always been a big part of our busi-ness,” says Derrick Lau, public relations and communications manager for Benchmade. “But it’s definitely grown in recent years, not just for professionals, but also in the private sector with the increasing number of tacti-cal enthusiasts.”

To better serve the needs of both the pri-vate and public sectors of this growing seg-ment, Benchmade has streamlined its sales and marketing efforts, and combined its law

enforcement and tactical departments into one cohesive Law Enforcement Division.

“We’ve been making products specifically for law enforcement and tactical customers for years, but we’ve never had an organized law-enforcement division,” says Lau.

As part of the new division, Brian Montgomery will focus on new business development for federal LE sales, and Troy Corum will concentrate on commercial LE business development. Lau says that Benchmade’s goal is to make sure that its customers don’t notice the transition but feel its positive impacts.

“So much of this is just taking our existing efforts and consolidating them,” he says. “By creating this division, we can increase the

communication between departments and make it easier to share assets, which is going to ultimately help the customer by getting them what they need more efficiently.”

Lau also says that consolidating the law-enforcement and tactical departments into one division will also benefit customers because the new division can more effec-tively bridge the gap between the needs of the customers and Benchmade’s product development team.

And with the growth of that segment of the industry showing no signs of slowing down, it’s a safe bet that Benchmade’s Law Enforcement Division will have plenty of ideas to explore in the coming years. (800-800-7427; benchmade.com)

BENCHMADE GOES INTO GROWTH MODE

Benchmade now has an orga-nized law-enforcement division to consolidate its tactical and LE marketing efforts.

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GOOD STUFF

In The BagVacuum sealers help ensure harvested game will taste great on the table

H unting and fishing began as quests for food by our distant forebears. And even in the modern age, where we can avail ourselves of processed industrial food by the ton, many of us still prefer to hunt to put food on the table some of the time. A venison steak or elk stew just seems to taste better when you’ve harvested the game yourself.

Well, some of the time. I can remember (not fondly) meals in deer camp, trying to gnaw my way through a tough bit of venison or opening the freezer at home and realizing the meat I had stored months ago was now hopelessly freezer burned.

The animals you take deserve better than that, and using a vacu-um sealer to store game (and fish) helps ensure that the meals you pre-pare will please your taste buds. For the past year, I’ve been using a pair of such products: the FoodSaver GameSaver Silver G500 (SRP: $200; food-saver.com) and the Oliso Pro VS97A (SRP: $190; oliso.com).

The first thing I learned about these devices is that if you intend to store a quar-tered elk, neither is up to the task. They’re sim-ply not designed for such “industrial” pro-cessing. For that, step up to the FoodSaver GameSaver Titanium model, which can con-tinuously seal 100 bags without overheating.

But within the limit-ed confines of my kitchen, the Silver G500 and Oliso Pro work wonders.

The concept of vacu-um packing isn’t new;

the basic idea is to draw out air and then seal the package. The process inhibits the growth of bacteria that can spoil food, giving it a much longer shelf life. The other benefit is that the stored provisions take up far less space in your freezer—or in a cooler, if you’re headed to camp.

Both machines do a good job, but each excels in its own way. The Oliso boasts pre-sized, reusable Vac-Snap bags. To use, press excess air out of the bag before zipping it shut with a device

called a Zip Disc. Select Dry or Moist (a steak or a stew with sauce), then line up an unused circle (for instance, the one-gallon bag has 12 circles along the edge, mean-ing it can be used a dozen times) on the drip tray. Slide the bag forward. The Pro will begin the sealer process automatically, and an indicator light tells you when the process is complete.

If you go this way, you’ll need to make sure to line up the seal-ing plugs on the bags with the sealer (which can take a bit of finesse,

depending on what’s in the bag). In general, the system works fine, though it can get a bit messy when you’re try-ing to seal stews. You also need to make sure the bag is completely free of food before using it again. The bags are dishwasher safe. Just turn them inside out and place in the washer.

Though the GameSaver bags are designed for one-time use, the device lets you customize the size of the bag, if you choose to install a FoodSaver roll rather than a pre-sized bag. I preferred

the roll. Here, just pull out the desired length and cut to fit using the machine’s built-in cut-ter. Seal one end, and you’re good to go. Once the bag is locked in place, a push of a button begins the vacuum process.

FoodSaver says the GameSaver Sealing Rolls and Bags have been constructed to resist punctures and tearing. The bags also have a built-in liquid-blocking strip, which makes them great receptacles for marinat-ed foods or stews.

Which to recom-mend to your customer? The smaller Oliso is very portable but would not be the choice for big jobs requiring a lot of seals in a short time. Here, the edge goes to the desktop-printer-sized GameSaver Silver, which can process 25 bags in a row before requiring a cool-down period. As mentioned earlier, if the customer is looking to put a lot of meat in a freezer, you should steer him to the heavy-duty GameSaver FoodSaver Titanium ($450). If he’s looking at smaller tasks, such as grouse, pheasants, and smaller sizes of venison and elk, then the Oliso Pro or the FoodSaver GameSaver Silver will do just fine.

FoodSaver’s GameSaver Silver G500 vacuum sealer allows you to customize the size of the storage bag, if you opt for a FoodSaver roll.Simply size the bag with the built-in cutter and insert the food.

SHB0514_GDS.indd 46 3/12/14 12:44 PM

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WHAT’S SELL ING WHERE BY PETER B . MATHIESEN

IDHell’s Canyon Firearms,

Lewiston This small mountain-state retailer goes to SHOT Show to cement relationships, look for new product, and find niche items that could be hot for internet sales. “I visit all the typical handgun and MSR booths, but it’s the meetings with my assigned distributor reps that can really make my year. This season, I was able to secure multi-ple SKUs that would have been impossible to obtain unless I was at SHOT in person,” said owner Brian Goodman.Kel-Tec received heavy attention

for the new KSG shotgun and KMR-30 pistol. Orders were also given to Glock for the new Model 42s. As for long guns, Seekins

Precision and Saiga shotguns were

added to the inventory.

AZHavasu Guns, Lake Havasu

Resting near the California state line, and only a two-hour drive to SHOT, this general gun and archery shop keeps 200 firearms in stock. “It’s easy for our staff to go to the show, and we were able to get so much done,” said manager Leo Hunter.Hunter said he spent a lot of time

in the Kel-Tec, Ruger, and Glock booths. Rock River and HK also were on his list. Finding ammo on the show floor was also a priority. “One of the reasons we do a bet-

ter job than other local retailers when it comes ammo is because we use the show to maintain our relationships while staying on the

cutting edge of what’s available,” said Hunter.

NVMaccabe Arms LTD, Reno

Specializing in tactical and law-enforcement retail, this store keeps more than 600 firearms in stock. They offer extensive law-enforce-ment training and sent two employees to SHOT this year.“We use SHOT as a buying show,”

said owner Sharon Oren. “The information gained in meetings with suppliers can be critical to what we’ll stock, and the event keeps us on top of industry trends.” Significant orders were placed

with SIG Sauer for the 320 Series and MPXs. Other buys included Tac-Con Triggers, Bullet Safe Armour, and safes from GunVault.

IL3 Rivers Precision, Mascoutah Located

a few miles east of St. Louis, this store specializes in contract law-enforcement supplies. It markets nearly 80 percent of sales through a direct internet store. The show was attended by two staff members.Putting a face on manufacturers

and looking for new product are the goals in Las Vegas. “We’re a new kind of retailer, and many of our dis-tributors and factories are just get-ting used to our kind of selling. It’s so important for us to shake a hand and have a quick meeting,” said owner Brian Luncinski.This retailer split its time between

handgun suppliers and optics. Optics is a business that is really growing , said Luncinski. While at SHOT, 3 Rivers added new products such as Vortex’s StrikeFire II and its new Red Dot line. Handgun manu-facturers also received large orders, especially SIG, Glock, and Smith.

One of the most exciting products found at the show was the Hornady new-technology RAPiD safe. “We sell a ton of safety products online, and we predict this unit will be a big mover for us in 2014,” Luncinski said.

INAcme Sports, Seymour Residing

just south of Indianapolis, this shop keeps 700 guns in stock. It sells a mix of Class III, hunting, and law-enforcement inventory. This year, one person attended the show.“For our company, SHOT is actu-

ally a buying show . Our purchasing has slowly become more dealer-direct,” said owner Joe Hardesty.LWRC was the big stop this year,

with commitments made for new short-barrel SKUs. Other stops included Browning, Kimber, and SIG. The latter was given a large order for the new MPXs and 320s. Now that Indiana has relaxed suppressor ownership, “we are selling plenty of

suppressors to people who are con-cerned about their long-term hear-ing,” Hardesty said.

MODefensor Tactical,

Valley Park Located in eastern Missouri, this retailer mixes sales between tactical retail and a cus-tom manufacturing shop. The retail-er also has four shooting lanes.“Because we are builders and

retailers, the SHOT Show is a can’t-miss event. We are looking for parts, finished goods, and even range sup-plies,” said owner Joel Fields.This year’s SHOT Show strategy

was a mix of hunting new optics and parts for this builder-store. Mag Tactical uppers and lowers received orders, as did Sightmark digital night-vision scopes. Fields spent a lot of time at SIG and ordered MPXs and P80s. Additional buys went to Saiga for

20- and 30-round shotgun drums.

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WHAT’S SELL ING WHERE

FLShoot Straight, Apopka With eight

retail and range locations throughout Florida, this company sends seven employees to SHOT. “We go with a comprehensive plan and pre-book almost all our key meetings,” said Scott Patrick, law-enforcement manager. Going from meeting to meeting takes a considerable amount of time, so the store uses two employees to pick up catalogs and hunt for new products.Although dealer-direct buys were

the norm for suppliers such as Smith and SIG, distributors were also seen. New lines from ATN Night Vision were added, as well as accessory products like FrogLube.“Our time at the show is hectic,

however it’s a critical part of how we stock new product,” said Patrick. “It’s also the time when we

can connect with and resolve any issues with our manufacturers. It’s a very important four days.”

TX Jackson Armory, Dallas

Packing 1,800 firearms into 1,100 square feet, this shop turns a mix of historic collectible guns in addi-tion to MSRs and other modern handguns. “We work dealer-direct with sev-

eral manufacturers. These meet-ings can make our year, and we would never consider missing them,” said Kevin Topham, tactical sales manager. The Vegas Antique Arms show also serves as a draw, so the company combines both shows for greater efficiency.Orders were placed at SIG for the

SB15 Arm Brace as well as the Desert Tactical 556. Other deals were inked at Les Baer and HK.

LATP Outdoors, Monroe With two

locations, this hardware/sporting goods retailer splits its inventory roughly 50-50, turning nearly 5,000 firearms a year. The big gun booths were all visited, and the emphasis was on dealer-direct factories. “Our goal is to find what’s new and press the flesh,” said owner Bill Petrus. “Our buying group is really where the sales happen. That said, SHOT is where we make all the decisions.”Some of the new product that

attracted the attention of this store were the Browning Citori Crossover target over/unders and the UTAS stacked shotgun. One of the tricks this buyer will

use is following the crowds. “We look for big groups of retailers,” said Petrus. “And when we find them, there’s almost always a great new item.”

PAAtlantic Tactical, New

Cumberland Shopping for five locations situated from Boston to New York City, this retailer special-izing in law enforcement took eight employees to the SHOT Show. And yet, said owner Sean Conville, “we can never get it all done. We choose our meetings carefully and find there’s always more stops to make than we have time for.” Conville finds the show irreplace-able. “Our time is split between new-product research and strengthening relationships. No dis-tributor show can replicate what SHOT accomplishes for us.” SIG impressed this retailer with

new products such as the P320. Glock also received orders for the new Model 42, and Safariland received plenty of attention for the new GLS Series holster. Meanwhile,

staff members spent lots of time hunting for more accessible .22 rimfire ammo.Conville’s retail chain looks to

store managers and specialty employees to help find and select new product. Then a procurement specialist actually makes the buy after the show.

NYTarget Sports, Glenville Buying

for 3,200 square feet of new retail space, this Albany-area storeowner finds that SHOT is the only place that he can cut deals with new factories. “We are a newer store, so we

need new buying programs,” said owner Steve Borst. “I look for facto-ries that are eager for new dealers, and have product that’s New York State compliant. SIG was particu-larly interesting, and we look for-

ward to seriously expanding our inventory with them.”Searching for ammo took up

plenty of floor time. However, it was a big year for this dealer to expand its medium and high-end shotgun inventories with direct accounts from Beretta and Fabarms. The new lines were added after they were unable to ink a deal as a Full Line Browning Dealer.Another challenge for Borst was

getting distributors to ship units that the shop then modifies to make them New York compliant. “Many distributors will not ship us product, but in the case of Sports South, they have gone way beyond just servicing our account,” said Borst. “Clearly, they see the impor-tance of a healthy retail business in New York State while we fight this difficult battle.”

South

East

SHB0514_WSW.indd 50 3/12/14 10:52 AM

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NEW PRODUCTS

Plinker Arms➤ Plinker Arms is intro-ducing a new line of .22LR complete upper conversion units that are adaptable to standard MSR lower receivers, which allow shooters to convert their

rifles to a .22LR without any modifications. These uppers are designed to fit, function, and feel like a 5.56 MSR, and each unit includes a 25-round maga-zine and load-assist tool.

The units include an SBR (Short Barrel Rifle) Upper Conversion revised bolt and gas-operation sys-tem with a 12.5-inch bar-rel and standard threaded flash suppressor; an M4 Upper Conversion, which fits the standard length of an M4 with a 16.25-inch barrel, also with a flash suppressor; and a Bull Barrel Upper Conversion that is hand-built and accuracy-tested, with a 16.25-inch match-grade stainless barrel with cus-tom match-grade crown and barrel taper. All three upper conversions are available in a black finish. (704-895-6645; plinkerarms.com)

Arc’teryx ➤ After years of special team testing and design evolution, Arc’teryx LEAF debuts its new DryPack 70—a specialized bag that will function as a pack and keep all of its contents dry for maritime operations.

Manufactured using Advanced Composite Construction (AC2), the DryPack is built from 725D ACT MultiCam Cordura coated on both sides with urethane. The result is a completely waterproof piece of load-carriage equip-ment for over-the-beach maritime special operations, search and seizure, and small boat operations. Offering a full backpack car-rying system that is com-pletely removable (greatly aiding the user’s land mobil-ity), the DryPack 70 is fully taped and seam-sealed, and incorporates a roll-down top with full-width RF-welded TIZIP Master Seal water-proof zipper. Haul it, tow it, tether it, carry it in water or over land—and never jeop-ardize the contents of the bag. (604-960-3001; arcteryx.com)

Thermacell➤ Thermacell heated remote-control insoles are champs at keeping hunters comfortable in cold weather—the only issue

(Continued from page 54)

ARC’TERYX The DryPack 70 is built from 725D ACT MultiCam Cordura coated on both sides with urethane, making it completely waterproof.

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being when the charge runs out while a hunter is still on stand. But the new ProFLEX heated insoles go a long way toward solving that problem. These heated insoles retain the benefits of the original but add a key feature—a rechargeable, removable battery that can be pulled out and replaced with a fully charged spare for extended operation. In addition, the battery cover is made from Poron, an anti-microbial shock-absorb-ing cushion, and the water-resistant insoles use a more flexible material for easier insertion into a variety of hunting boots.

Thermacell has also revised the charging system by including a wall-charger and a USB port. (866-753-3837; thermacell .com)

Browning Trail Cameras➤ The new Strike Force and Dark Ops Trail Cameras measure only 4.3x3.8x2.4 inches, making them so small they are virtually undetectable by animal or human eyes. Each camera is conveniently powered by six AA batteries, sets up easily, and features time, date, temperature, moon phase, and camera ID on the data strip of every image.

Trigger speeds of .67 sec-ond, recovery times of 2.1 seconds, and increased power efficiency allow the cameras to capture more than 10,000 images on a

single battery charge. And when it comes to infrared images, the auto-adjusting illumination feature pre-vents overexposed images in nighttime photos and videos; the extended illumi-nation feature brightens the field of view and eliminates dark edges. (888-618-4496; browning trailcameras.com)

CMMG➤ Available in four cali-bers—5.56x45 NATO, .300 AAC Blackout, 9mm, and .22 long rifle—and two barrel types, the Mk4T lineup has something for

everyone. The 5.56mm and .300 BLK models are offered with either a 416 stainless or a nitrided 4140 CrMo steel barrel in a medium taper profile, while the 9mm and .22 LR versions come standard with the nitrided 4140 CrMo M4 profile barrel.

The Mk4T includes an RKM11 KeyMod free- floating handguard with a 1913 Picatinny rail. The KeyMod slots are found at the 3, 6, and 9 o’clock posi-tions and offer shooters a low-profile mounting alter-native to the M1913 Pica-tinny rail. SRP: $899.95 to $1,049.95. (cmmginc.com)

BROWNING TRAIL CAMERAS Strike Force and Dark Ops trail cameras are virtually undetectable by game animals.

CMMG The Mk4T is available in four calibers. It also offers two bar-rel options—416 stainless steel or a nitrided 4140 CrMo steel.

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(Continued on page 52)

SHB0514_PRD.indd 54 3/12/14 12:43 PM

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BC_025343_SHB0314P.indd 1 1/16/14 12:21 PM

shot business -- april / may 2014

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