Business Rush!

NASGW Expo Launches New Business Year

By Jade Molde

Nearly 2,000 industry professionals attended the 42nd National Association of Sporting Goods Wholesalers (NASGW) Expo & Annual Meeting, held in New Orleans, Oct. 27–30 at the Ernest N. Morial Convention Center. With the amount of business conducted and orders filled, the NASGW Expo provides the spark to launch the New Business Year each year. Attendees from 46 states and 12 countries were at the event, which featured 69 new exhibitors. In total, the 2015 NASGW Expo had 276 exhibitors in nearly 55,000 square feet of exhibit space.

In his first Expo as NASGW President, Kenyon Gleason said show attendees had many positive things to say after attending the event.

“We had many people tell us this was the best show they had been to, as the show provided numerous opportunities for them to share their products with buyers,” he said.

Although 2015’s early troubles in the marketplace are in the “rearview,” Gleason admitted the industry is still recovering.

“In talking with our members, I sensed a real strong positive vibe, as they pointed out the opportunities they had to sell their products and see what other manufacturers were doing,” he noted. “But I don’t think we’re completely out of the hole we were in — we have it in the rearview, so we’re close.”

According to Gleason, many companies in the industry have embraced and championed the two-step distribution model.

“There are certain manufacturers that use distributors only, so they believe strongly in it. I read Ruger CEO Mike Fifer’s comments (transcript of Ruger’s Q3 2015 earnings call Nov. 5, 2015), where he highlighted that using two-step distribution allows his company to focus on designing and manufacturing products. Folks like Fifer remain completely committed to the model. At NASGW, we need to continue to do our job and let the industry know about the values of two-step distribution.”

In letting the industry know about the values of two-step distribution, Gleason added NASGW is going to communicate its message to the industry in 2016.

“Our goal is to tell people more often and in a more compelling way who we are and what we do, and why two-step distribution is relevant. Some manufacturers are consumer-direct, use sales groups, big-box stores, etc., to spread out their supply channel. Our members look at how to solve a lot a problems for everyone in one fell swoop by getting access to the retail community, sales channel, credit and more — which our folks are experts at.”


Helping to kick-start the 2016 New Business Year, the 42nd NASGW Expo & Annual
Meeting had nearly 2,000 attendees and more than 270 exhibitors.

Value Of Two-Step Distribution

Over 450 members met at the Annual Awards Dinner & Reception to kickoff the 42nd NASGW Expo & Annual Meeting. Top manufacturers were recognized for their commitment to the two-step distribution model, and NASGW presented checks to several industry organizations. To commence the Awards Reception, NASGW Chairman Pete Brownell addressed attendees on how the Expo provides a platform for collaboration and new partnerships.

“The NASGW Expo is the place to start forging new relationships, connect with old friends and understand one another’s struggles. This is the place where we — the NASGW — leverage our collective bargaining and brainpower to create meaningful, long-lasting value for all of us,” he said.

Even though there’s uncertainty in the marketplace, Brownell noted the value of the two-step distribution model is constant.

“2015 has been a year of fluctuation and uncertainty in our industry. We all are experiencing a great deal of change, which isn’t always a bad thing,” he added. “With an uncertain marketplace, there is one thing that remains constant — the value of two-step distribution. Now more than ever, it’s important for us to be consultants, inventory control specialists and business coaches to our customers.”

Brownell also emphasized the importance of relationships in growing the industry during difficult periods.

“It’s no secret: Times have been tough for this industry. It’s the relationships we have with the competitor across the table that will carry us forward. For us to prevail, we must all stick together,” he added.


The Expo provides attendees with an abundance of face-to-face networking opportunities.
NASGW President Kenyon Gleason says one of the association’s primary goals in 2016 is to
let the industry know what NASGW does for its members and “why two-step distribution is relevant.”


Industry Companies Recognized

NASGW’s Leadership Awards are presented to top optics, accessory, ammunition and firearms manufacturers and importers who best demonstrate a commitment to the two-step distribution model, and who provide outstanding value and service to customers. Wholesaler members rate the performance of manufacturers on four criteria: distribution policy; marketing, sales and promotion; logistics and operations and NASGW and industry support.

In Optics, the 2015 Manufacturer of the Year was awarded to Leupold & Stevens. “It is an honor to be recognized by our distribution and specialty retail partners, and one we deeply appreciate. They help us reach our core hunting and shooting customer throughout the country each and every day,” said Bruce Pettet, Leupold & Stevens president and CEO.

Birchwood Casey was recognized as the 2015 Accessories Manufacturer of the Year.

The 2015 Ammunition Manufacturer of the Year Award went to Hornady Manufacturing Co.

IWI US was selected as the 2015 Importer of the Year. “I want to thank all of the employees back at IWI US and IWI Israel, who worked hard every day this year, making this award possible. I’m proud of our team and I’m so happy that they get to be recognized for all they do,” said Michael Kassnar, IWI VP of sales and marketing.

Ruger was recognized as both the 2015 Firearms Manufacturer of the Year and Innovator of the Year. “On behalf of the over 2,000 Ruger employees, I want to thank NASGW for this recognition and both of these awards,” said Chris Killoy, Ruger president and COO. “Ruger remains committed to the two-step distribution process and continues to strive to bring exciting new products to wholesalers, retailers and consumers.”

The NASGW Chairman’s Award was presented to Wayne LaPierre. “Wayne’s influence in the shooting sports industry is undeniable. He has been an incredible leader, and I am honored to present [this award],” Brownell said. LaPierre was also the featured speaker at the Awards reception, where he informed attendees on how the NRA is continuing its fight against the anti-gun/anti-industry movement in Washington and state governments.

In addition, Jack Baumler, principal of W.L. Baumler Company and NASGW director, was presented NASGW’s Lifetime Achievement award for his service to NASGW and the industry.


(Top) NASGW made several charitable donations, totaling $120,000, to four industry
organizations — including $25,000 to the Congressional Sportsmen’s Foundation. (Bottom)
Ruger was recognized as the 2015 Firearms Manufacturer of the Year and Innovator of the Year.


Charitable Donations

In conjunction with the annual awards, several charitable donations were made by NASGW to industry organizations — totaling $120,000. NASGW donated $25,000 to both NSSF and the Congressional Sportsmen’s Foundation (CSF) and $20,000 o the Youth Shooting Sports Alliance (YSSA). Additionally, NASGW donated $50,000 to the NRA-ILA (Institute for Legislative Action).

“The generous support of the NASGW will help to enhance CSF’s mission of working with Congress, governors and state legislators to protect and advance hunting, angling, recreational shooting and tripping across the country. We appreciate this on-going partnership,” said Phil Hoon, CSF corporate relations director.

Save The Date

This year, Gleason says NASGW is making a focused effort on working with its retail partners to benefit the industry.

“There’s a lot of potential for our organization, as we’re working on becoming more open to all components of the channel. There are a lot of opportunities of us to tap in to — such as collaborating with our members to grow the wholesaler contribution of the channel and find ways to benefit their bottom line,” he said.

The 43rd NASGW Expo & Annual Meeting will be held October 25–28 at the Kansas City Convention Center in Kansas City, Mo.
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Make An Impression Through Email Marketing

Thank goodness we’ve evolved from the days of AOL Mail and its friendly “You’ve got mail!” notification every time a new message hits our inbox. Otherwise, we’d be distracted every 10 minutes — or 125 times a day — which is the number of emails the average person receives in a 24-hour period. With so many messages flooding our accounts, it’s easy to overlook them for days or weeks, begging the question: Just how effective is email when it comes to communication?

You may have heard claims saying email newsletters have become irrelevant thanks to social media, but digital mailboxes have been making a steady comeback. After experimenting with the endless ways to turn Facebook, Twitter, and Instagram into online marketplaces (which have obviously proven to be very effective), the pendulum is swinging back in email’s direction for certain content.

Businesses and bloggers are relying more heavily on email once again to share information because it’s both more focused and personal than social media. You think 125 emails is a lot to wade through? Try getting your customer’s attention on their Facebook or Twitter feed, which is an endless barrage of notifications and posts. Yes, you’re maximizing your exposure in a sense, but you’re also up against a lot of contenders. While maintaining a social presence is essential, it’s smart to email out certain types of content, making it feel more exclusive, or at the very least increase your chances of getting noticed!


Let’s look at several dealers who send regular newsletters and the types of content they curate. Four Seasons Firearms (Woburn, Mass.) emails weekly advertisements featuring new firearms shipments or products that have recently dropped in price or will soon be out of stock (“Only three left!”). H&H Shooting Sports (Oklahoma City) employs a similar strategy (“This is BIG! 50% Off Clearance Items!”) to entice subscribers to their store. Ace Sporting Goods (Washington, Pa.) advertises exciting giveaways (“Chance to win a new S&W M&P9 Compact pistol, a $530.00 value!”) that require in-store entry, increasing the chances of making a sale.

P2K Range (El Cajon, Calif.) occasionally announces special events like their Guns & Grins comedy night and their Rods & Guns antique car show via email. If they capture email addresses at these events, they can easily re-invite attendees to the next occasion. The Range at Lake Norman (Cornelius, N.C.) shares their calendar with subscribers, including workshops (“Cleaning Your Firearm” and NSSF’s First Shots Program) and other special event nights (“Tactical Night” and “Action Competitive Shooting Night”).

Encourage Feedback, But Avoid Overwhelming Your Audience

It’s helpful to gather a few tips from manufacturer email newsletters, as well. Federal Premium Ammunition’s goal is to both encourage feedback and inform. The headline “We’re Listening” sits bold atop a small paragraph encouraging subscribers to post comments or questions to their social media (along with a link). Below this are brief “teasers” such as customer product reviews, links to online firearms training videos, and information about their youth programs. Mossy Oak sends an email to alert subscribers when they’ve added a new video to their series “Mossy Oak Pro-Staff” which features employees sharing tips (topics about antelope hunting, sea duck hunting, etc.)

While newsletters are only as good as their content, it’s equally important to establish a solid subscriber database. CIO Magazine reveals two main reasons why people hit the “unsubscribe” button. The top reason is the person never signed up for the newsletter (because they were added to the list without their consent) or they accidentally signed up. It’s important to make sure the customer is aware of what they are subscribing to because the last thing you want to do is alienate them and jeopardize future business.

The second reason for cancelled subscriptions, according to CIO, is when customers feel they receive too many emails from one business. If your communications become annoying or overwhelming, customers will eventually opt out; newsletters should feel like an enjoyable treat rather than a chore to read.

If you’re struggling with how to start your own email marketing campaign, some great resources can be found at MailChimp, VerticalResponse and ActiveCampaign. These sites take the guesswork out of the design and delivery methods, so you can focus on creating great content.

Rapid Gun Systems’ New Electronic Form 4473

Rapid Gun Systems has updated their POS software, adding the ability to fill out and submit an electronic version of Form 4473 (the Firearm Transaction Record). The new feature makes it easier to capture gun buyer’s required information, while delivering it in a legible format.

The updated software also speeds up the process at checkout since certain key information (serial number, buyer information, type of firearm) can be inputted one time and then instantly populated in other fields. This ensures consistency between the customer’s retailers acquisition and disposition (A&D) book, Form 4473 and your customer database.

With additional features like integrated holding periods, private party transfers, gun shows and overnight logging for gunsmithing work, you’ll also stay up-to-date and compliant with ATF regulations while creating a positive buying experience.



BREAKTHROUGH Products With Every Agency Arms Purchase

BREAKTHROUGH CLEAN, in partnership with Agency Arms, is offering customers BREAKTHROUGH firearms cleaning products with every Agency firearm sold, creating “a complete package that’s ready to go.”

“This last year, Agency Arms has established a precedent to be the most innovative and advanced firearms brand in the industry,” says Michael Parks, CEO of Agency Arms. This prompted the company to change its own practices by implementing BREAKTHROUGH’s solvents and cleaning products to its manufacturing and production process, as well.



Davidson’s Carries SIG SAUER Legion Series

Davidson’s Inc. is now offering the SIG SAUER Legion Series to its customers, including the P229 DA/SA and P226 DA/SA (both 9mm), which are highly customized versions of their base models.

Based on customer feedback, new features include a reduced elite beavertail, custom G-10 grips, low profile decock and slide levers, front cocking serrations and an X5 undercut. The P226 and P229 are now upgraded with aggressive front strap checkering, a checked under triggerguard, “SIG” Gray PVD finish and enhanced polished action with SRT. Grayguns Intermediate Adjustable Trigger, new SIG XRAY3 Hi Vis Night Sights and three anti-friction mags are included.

The Legion Series will soon feature a line of gun cases, knives and rifles as well. Legion products are available for members only with the use of “codes” that gains access to special promotions and products. With a Legion purchase, customers will receive a “registration” card as well as a custom-fitted pistol case and challenge coin.
By Taylor Smithfield

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2016 SHOT Show Extra

The Entire Spectrum Of The Industry On Display

The 2016 edition of the SHOT Show is set to open on Tuesday, January 19, at the Sands Expo and Convention Center in Las Vegas. With more than 1,600 companies represented, including a number of new exhibitors, the industry’s mega show promises to be another unforgettable experience.

“For more than 30 years, the SHOT Show has been the largest and most comprehensive trade show resource for retailers,” said Steve Sanetti, president and CEO of NSSF. “For example, the New Product Center has more than 350 exhibiting companies and over 400 new products on display — giving retail buyers the chance to see the hottest new products at the SHOT Show. It’s your best resource to explore potential inventory and assess what’s best for your customers.”

Sanetti said the show has made it easy for attendees to take information on new products back to their stores.

“We provide complimentary scanners that allow you to mark which products are of most interest to you, and as you depart, we provide a special printout of information on the product, its company and its booth location on the floor,” he said.
Once again, most exhibitors will be in the same booths they’ve been in for the past three years. Attendees know where to go for the companies they want to see, which makes navigating the show easier.

“There have been a few moves,” said Chris Dolnack, NSSF senior VP and CMO. “For the most part, however, the floor is laid out how it has been for the past couple of years, so you can pretty much count on seeing folks where they were last year.”

The one significant change is the plan to move non-profit booths from Level 3 outside the Press Room to G Hall, and add between 50 and 100 potential exhibitors from the wait list to small booths just outside the Press Room. That area will be called “SHOT Show NEXT,” because exhibitors here will be the next ones to be moved to the main show floor when space becomes available there.

NSSF has also added a few additional features to the show floor.

“We’re expanding Radio Row,” Dolnack said. “Up on Level 3, we have a row of conservative talk radio hosts, including Lars Larson, Dana Loesch, Mike Gallagher and NRA news. It’s a great opportunity for exhibitors to go on national conservative talk radio and discuss the show, new products and trends they see. They reach hundreds of thousands of people.”

The Sands continues to improve the services offered to exhibitors and attendees.

“The Sands Expo got a new general manager last year, and she has brought a number of new ideas from her past experience,” Dolnack said. “The Sands has introduced a service where exhibitors can place lunch orders or food orders and they’ll deliver it right to the booth. So whether you want to have some snacks delivered for an important meeting, or you want to have lunch brought in for the booth staff, it will be available.”


Long-Term Partnerships To Benefit Show Attendees

In order to provide cost control and other protections for both exhibitors and attendees, NSSF has signed long-term contracts with its show partners.

“We’ve had such a successful run since our first show at the Sands in 2010 that we did some extensions on our contracts with ConvExx, our marketing agency CSG Creative and Freeman — and we’re on the cusp of doing one with the Sands as well,” Dolnack said. “In exchange for extending the contracts, vendors are willing to provide us with certain discounts and benefits we can pass through to our customers. This gives us cost certainty and helps us control costs. This past year we sent a spreadsheet to every SHOT Show exhibitor, which laid out the 2015 actual costs in terms of what the contracted fees were for everything from booth space to vacuuming. Then we gave them the contracted prices for 2016 and 2017 to help them with their budgeting.”

This allows exhibitors to plan budgets with actual numbers, instead of guessing.

“We’re trying to be a better partner and help people plan,” Dolnack added. “I think it also shows some transparency and demonstrates we’re not trying to shake every nickel out of every person who walks through the door. Our goal is to sustain the model we have now: Providing a quality event that has relevancy to the industry and provides 80 percent of the association’s revenue, which allows us to do all the things we do to promote, protect and preserve the industry.”
In fact, NSSF has been so pleased with CSG Creative they have extended the relationship to serve as the official marketing agency of the SHOT Show through 2019.

“For the last four years, CSG Creative has played a key role in the growth of the SHOT Show,” Dolnack noted. “Those efforts have resulted not only in record attendance year after year, but also in a higher quality show that delivers a tangible return on investment to exhibitors, buyers, media, public relations and advertising professionals and others relevant to the firearms trade. CSG’s knowledge of what makes trade shows tick, combined with the talent of our in-house sales and marketing team, makes this three-year extension of our partnership with them a value-added proposition for everyone who invests their time and money in attending the SHOT Show.”


Connect With The Media

Besides the opportunities available to interact with the press in the Press Room, NSSF has created an event to showcase new products for the media.

“We’re going to have a press breakfast at the New Products Center on Wednesday,” Dolnack said. “This is a new media breakfast that will be by invitation only. We’ll focus on trade first, and then new product editors from key consumer books. Nissan is sponsoring the breakfast, and it will be a more intimate affair. We plan to get the key people there and have it be something memorable.”


Industry Day At The Range

Once again, Industry Day at the Range will combine Media Day and Buyer Day and take place Monday, January 18, the day before SHOT Show opens. With over 170 manufacturers exhibiting — and an anticipated more than 500,000 rounds sent downrange — Industry Day is the premier shooting event in the industry, giving outdoor media and buyers the opportunity to shoot and test new products for the upcoming year. This year’s exhibiting companies include firearms, ATV and truck demos, knife throwing, archery and more.

The day will be split into two sessions. The first, beginning at 8:30 a.m., will be open to up to 1,000 media guests who are welcome to stay the entire day. The afternoon session, running from 12:00 p.m. to 4:30 p.m., is open to invited buyers, dealers, distributors and retailers.

Recognizing the importance of this event, NSSF recently renewed its title sponsorship of Industry Day at the Range through 2019.

“We could not be more pleased that NSSF has decided to continue their title sponsorship of this event,” said Cathy Williams, co-owner of Industry Day at the Range. “Thanks to NSSF, Industry Day has grown into the premier event in the shooting and hunting industry. We’re proud and excited to have them on board as our long-term title sponsor as we continue to expand this fantastic event.”

“Without a doubt, Industry Day at the Range is an invaluable component of SHOT Show and it’s one of our best opportunities to promote Project ChildSafe and other important campaigns to the media members and purchasers who are key to keeping these projects in the public eye and promoting the safety lessons that are so important to each and every one of us,” Dolnack said.


HAVA Invitational Golf Classic

NSSF and the Honored American Veterans Afield (HAVA) are joining forces to host the second annual golf tournament. HAVA is an industry-run organization that helps the healing and re-integration of disabled combat veterans back into normal life through participation in hunting and the shooting sports. The HAVA board of directors is comprised of industry executives committed to directing funds raised from such events to immediate work for these returning heroes and their families. All the proceeds from this event will benefit HAVA outreach programs.

Participation in the HAVA Invitational Golf Classic is $200 per golfer. Companies registering for a foursome receive one free registration, meaning foursomes can be registered for $600. Sponsorship opportunities are also available.

Each participating golfer receives one round of golf at Bear’s Best Las Vegas, a backpack full of golf and outdoor gifts, use of a golf cart, breakfast and lunch, round-trip ground transportation from the Sands to Bear’s Best, the opportunity to win high-end raffle items and the chance for prizes for winning teams.


Against All Odds Award

The SHOT Show was honored with Gold 100 recognition and a Grand Award at the Trade Show Executive Gold 100 Awards and Summit in Santa Barbara, Calif., last September. The awards signify the SHOT Show is among the Top 100 Trade Shows in the world and, for the Grand Award, that SHOT Show overcame great obstacles to achieve extraordinary success at its 2014 show, making it a candidate in the Against All Odds category.

The show faced such steep odds because NSSF had ended its relationship with a longtime show management company following the 2013 show. That led to the necessity of developing a new show management team along with new contracts for its convention center facility, partner hotels, general service contractor and other vendors — it was no small task for the largest trade show of its kind in the world.

With about half a year to produce a huge trade show from scratch, NSSF and its new show management company, ConvExx, new marketing firm CSG, and longtime partner Freeman not only accomplished the mission but produced one of the most successful SHOT Shows in history.

“We’re honored to receive these awards,” Dolnack said. “I can’t imagine a better example of a trade show team rising to the occasion to overcome multiple challenges to put on a successful event than that shown by the SHOT Show team leading up to the 2014 show.”


Make The Most Of The Show

Although there are plenty of other shows during the year, none of them takes the place of the SHOT Show. It kicks off the year and showcases everything that’s available within the trade. It’s a networking show, an educational show, and a media show that spreads the word across the industry.

“If you don’t attend the 2016 SHOT Show, you’ll miss out on the opportunity to network with other people in our industry, get the benefit of their experiences, and plan for the year ahead,” Sanetti said. “The SHOT Show is the one place you can see the entire spectrum of the industry, from companies that have been around for more than a century to those that are new and bring their perspectives. As it always is, it’s a must-attend show.”
By Carolee Anita Boyles

SHOT Show Auction Salutes “Western Heritage”

The 2016 SHOT Show Auction features a “Western Heritage” tribute to recognize the artistry of legendary names in the sporting firearms industry, such as Colt, Turnbull, Winchester and others. These items are being exclusively auctioned on; the auction began mid-December and will close on the final afternoon of the SHOT Show, Friday, Jan. 22. The Hunting Heritage Trust administers the auction for NSSF, with all proceeds benefitting the foundation and its programs.



The “Western Heritage” tribute Colt features hand engraving
and a companion hand-tooled holster and belt.

Colt Single Action Army

The Colt Single Action Army played an indelible part in the history of the American West. Among those who have owned the Single Action Army, include Wyatt Earp, Pat Garrett, Theodore Roosevelt, “Buffalo Bill” Cody, among others. The 4.75-inch barreled .45 Long Colt is hand engraved at Baron Engraving. Baron’s engraving mirrors the design on the companion holster and incorporates the “Western Heritage Colt 01” badge. The grips are handcrafted elk antler, selected by the artisans at Eagle Grips to complement this special Colt.

The companion hand-tooled holster and belt by Matt Whitaker at John Bianchi’s Frontier Gunleather is as impressive as the Colt itself. Whitaker’s scroll pattern is based on classic L.D. Nimschke designs.


Turnbull Manufacturing Restored Parker Side-By-Side

Turnbull-Restored Parker

This handsome Parker side-by-side combines the history of a Parker Brothers shotgun from 1879 with the renowned artisanship and “history recreation” of Turnbull Manufacturing. Turnbull has taken this historic Parker “Lifter Gun” and brought it back to the condition in which it would have left Parker’s Hamden, Conn., factory in 1879. When Doug Turnbull contacted classic arms dealer John Puglisi in search of the perfect shotgun for this project, Puglisi donated this rock solid “Lifter Gun.”

Complementing the Parker is an exquisite hand-tooled shotgun slip by Karla Van Horn. The slip features quality hand tooling and an original design generated by Van Horn from design elements tracing back many decades. Tying shotgun and slip together is the solid silver Concho in the Western Heritage design.



Making its return in 2016, this iconic Model 1866
up for auction is chambered in .44-40.

Winchester Model 1866

One of the biggest headlines to come out of the SHOT Show will be the return of the Winchester Model 1866, and one of the most talked about Model 66s will be this richly engraved “Western Heritage” edition in .44-40. The rifle features intricate hand engraving from forearm to butt plate by Baron Engraving. The serial number “WIN662016” celebrates the return of this classic lever-action in 2016. The “Western Heritage” theme is highlighted with the engraving of the authentic Texas Ranger Badge “RIFLE01” on the receiver.


Bowie Knife

Phil Evans Hand-Forged Bowie

Phil Evans is a highly respected custom knifemaker and member of the American Bladesmith Society. Phil has created a magnificent 15.5-inch overall length Bowie Knife for the auction. The massive forged 5160 blade is over 10 inches long and 0.375 inches thick at the spine, forged “S” type guard, iron hardware and a premium stag handle. Sheath is custom designed by Andy Humble and incorporates an authentic five-peso badge with the “Western Heritage” logo and “BOWIE 01” serial number.

Visit to bid on these items
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2016 New Product Showcase Extra

Hundreds Of New Products To Boost First-Quarter Sales!

Welcome to the 2016 New Business Year. In these next 29 pages, you’ll see products from dozens of manufacturers, distributors and importers to help launch your early-year sales. You’ll see everything from firearms and optics to ammunition, knives, holsters, cleaning products and more. Dealers, if a product piques your interest, we encourage you to contact the manufacturer, your sales rep or distributor. If you’re at an industry trade show, stop by the manufacturer’s booth to handle the product yourself and place your order for the year.

A special “thank you” to all participating manufacturers, wholesalers and importers who worked with us in sending their product information and images prior to publishing this issue. Including the December 2016 New Product Showcase, we had more than 150 companies submit products to bring an added value to you, our readers. Here’s to a successful 2016 New Business Year for everyone in the industry.



(301) 283-6981

Benelli USA will be introducing three shotguns in 2016: The Ethos, the Franchi Instinct L and the Stoeger P3000.
The Ethos is a 28-gauge semi-auto in 3-inch chambering. With a barrel length of 26 inches and an overall length of 47 inches, the Ethos sports an engraved, nickel-plated receiver with gloss blue barrels and AA-grade satin walnut stock. It is designed to work with Fiochi 3-inch shotshells. The Ethos has a new bolt design with a carbon fiber rib and interchangeable sights.

The Franchi Instinct L is available in 28-gauge and .410 bore. It is an over/under shotgun with a barrel length of 28 inches and an overall length of 45.4 inches. The Franchi Instinct L has a color-case hardened receiver and a blued barrel. It has a true sub-gauge frame, A-Grade Satin Walnut stock, removable choke tubes and a fiber-optic front sight.

The Stoeger P3000 is also a 12-gauge pump-action shotgun. It has a barrel length of 28 inches and an overall length of 49.25 inches. It has black synthetic stock, a cross bolt safety, a rubber buttpad, sling studs, a rotating bolt head and a fiber optic front sight.



(763) 786-1720

The 1911 chambered in .45 ACP from Coonan has a linkless barrel, pivoting trigger, and external extractor. These features are found in every Coonan pistol. With an overall length of 8.4 inches, the Coonan 1911 in .45 ACP is made of 17-4 PH stainless steel. Its 5-inch barrel is of 4340 carbon steel with a hard chrome plate. This handgun includes Novak-style rear sights and blade front sights. It also incorporates an extended slide catch and thumb lock to simplify one-handed operation. The Coonan .45 ACP package includes a seven-round single-stack magazine, a carrying case and a lock for additional storage safety.


Top: XS Armorer’s Block for AR Platforms
Bottom: XS Bore Guide for DPMS GII and AR-15 Platforms


(888) 744-4880

XS Sights introduces the XS Armorer’s Block for AR Platforms. Made of 6061-T6 aluminum, the upper receiver armorer’s block will allow the gunsmith or enthusiast to assemble, modify or maintain most MSRs. This block will work with AR-15, AR-10, SR25 and DPMS GII upper receivers.

The XS Bore Guide for DPMS GII and AR-15 Platforms keeps the cleaning rod centered while cleaning the bore to help preserve the accuracy of the rifle. It also allows for easy application of solvent and oils to the patch or brush without creating a mess. It will work with all MSR-style rifles between 5.56 and .30-caliber.

The XS Anti-Walk Pin for Remington VERSA MAX and Benelli M1/M2 is a headed pin retained by a pan head screw, acting as a mechanical lock to keep the VERSA Max and Benelli M1/M2 factory trigger group pin in place.

The XS 1911 Suppressor Height sights are available for 1911s with Novak cuts in a height tall enough to see over a suppressor.


State-Compliant AR-556


(203) 259-7843

Ruger introduces a state-compliant model of the AR-556. This new model is legal for sale in the following, otherwise restricted locations: Colorado, Hawaii, Massachusetts, New Jersey and Puerto Rico. Similar to the standard AR-556, this model has a non-threaded barrel, fixed stock with 13.5-inch length of pull and a 10-round metal magazine. With a 16.1-inch barrel, the state-compliant model is 34.4 inches in length and weighs 7.10 lbs.

Ruger debuts a new line of ammunition, Ruger ARX Ammunition. Manufactured by PolyCase under license from Ruger, this line of ammunition will feature PolyCase’s injection molded copper/polymer ARX projectiles. Initial offerings include .380 Auto, 9mm Luger, .40 S&W and .45 Auto.

In a partnership with CRKT, Ruger announces a line of Ruger knives to the commercial sporting market. The complete knife line was designed exclusively for Ruger by CRKT and is being built by CRKT. The Ruger knife line includes designs for everyday carry, hunting, tactical uses and self-preparedness and are crafted in varying sizes and finishes.


XPR Hunter


The Commemorative Model 1866 “Yellow Boy” Lever Action Rifle


(801) 876-3440

Winchester Repeating Arms celebrates its 150th anniversary in 2016 by offering five special firearms: The Commemorative Model 1866 “Yellow Boy” Lever Action Rifle; the Model 1873 and Model 94 lever-action rifles; the Model 70 bolt-action rifle; and Model 101 over/under shotgun.

The highlight of the company’s offerings for 2016 is the Commemorative Model 1866 “Yellow Boy” Lever-Action Rifle. Made of polished brass, it is faithful to the original and embellished with authentic Ulrich-style engraving. The Model 1866 comes in .44-40 Win. caliber with grade V/VI walnut straight-grip stock, a satin oil finish and a classic rifle-style forearm.

The Model 101 12-gauge shotgun with a gloss-finish high-grade IV/V walnut stock has 24 lines-per-inch cut checkering. Like the other commemorative rifles, the Model 101 features deep relief scroll engraving with gold embellishments including the Winchester 150th Anniversary logo and the WRA scroll trademark on the barrel.

Aside from the commemorative rifles, Winchester Repeating Arms is also introducing its rifle lineup for 2016: The XPR Hunter; the SX3 Ultimate Sporting Adjustable and SX3 Composite Sporting Carbon Fiber models; and the SXP Extreme Deer Hunter Camo and SXP Long Beard models.

The XPR Hunter features a polymer stock in Mossy Oak Break-Up Country Camo with textured panels. Other features found on this Winchester Repeating Arms bolt-action design include an M.O.A. trigger system with zero take-up, zero creep and zero overtravel. Matte blued metal surfaces minimize glare. The XPR Hunter will be offered in all popular calibers from .243 Win. to .338 Win. Mag.

The SX3 Ultimate Sporting Adjustable has a matte nickel-plated receiver, satin oil grade II/III walnut stock with adjustable comb with cut checkering and ported Perma-Cote gray barrel with vent rib and TRUGLO fiber-optic sight and white mid-bead. New features include a signature Red Briley bolt handle, bolt release button and magazine cap weight system. It’s available in 12-gauge 2.75-inch chambering in 28-, 30- or 32-inch barrel lengths.


Armorer’s Handgun Sight Tool


(877) 509-9160

The Digital F.A.T. Wrench has an ergonomic over molded design, a large LCD digital display for ease of viewing, low battery indicator and an audible indicator tone. It works in the 15–100 inch/pound range with a +/- 2 percent accuracy.

The Armorer’s Handgun Sight Tool is a precision-machined unit that’s designed to install, uninstall or adjust front and rear dovetail sights. It will work on all semi-auto pistols and has reference marks for precise adjustments. A large four-post drive knob is used to easily push the sight.

The Professional Digital Trigger Gauge features an ergonomic over-molded design, with readings in the 0–12 lb. range — accurate to +/- 0.1 oz. A load sensor directly contacts the trigger and it features max, min, average and live functions. The arms fold inside the housing to protect the load sensor when not in use.



(913) 752-3400

Hoppe’s Gun Medic cleans firearms to prevent them from malfunctioning due to the build-up of gunpowder, lubricant and grime. Gun Medic products will clean and lubricate firearms quickly and effortlessly. The lube temperature tolerance ranges from -65° and 500°F. Featuring a bio-based formula, Gun Medic is available in 4- and 10-oz. sizes.


SIGM400 Predator


(603) 610-3000

SIG SAUER announces line extensions in firearms, optics and ammunition for 2016. In firearms, SIG releases the SIG MPX Carbine in 9mm. The modular 9mm SIG MPX Carbine maintains all the ergonomic controls of the short-barrel rifle and pistol variants, but now with a 16-inch hammer-forged barrel. A full length-aluminum KeyMod handguard provides room for mounting lights, lasers and grips. It features ambidextrous controls, a three-position collapsing stock and a fully closed bolt.

The redesigned SIGM400 Predator hunting rifle offers a series of enhanced features optimized for hunters in the field. Available in 5.56 mm or 300 Blackout, the SIGM400 Predator features a two-stage match trigger and a hammer-forged stainless steel barrel in 18 inches (for 5.56) and 16 inches (for 300 Blackout). A top Picatinny rail allows for optics, and the ALG aluminum free-floating handguard features M-Lok attachment points.

SIG SAUER introduces the P250-22, which is built on the same platform as the centerfire P250 variants and has the same serialized fire control group. Offered in the Compact configuration, it can be converted to centerfire with an X-Change Kit. SIG has also reintroduced the P225 to its catalog, with the P225-A1. It retains the original look and feel of the P225, but features an enhanced trigger and precision manufacturing.

From SIG’s Electro-Optics Division, the TANGO Series of tactical riflescopes includes the TANGO6 and TANGO4. The TANGO6 has the HDX optical system for extreme clarity and low-light performance and incorporates a HellFire fiber optic, glass-etched illuminated reticles and SIG’s LockDown turrets. The TANGO4 has a 4:1 zoom first-focal plane design, illuminated glass reticles, 30mm tube and LockDown turrets. Other new Electro-Optic additions include the WHISKEY5 and WHISKEY3 Hunting Riflescopes and the KILO2000 rangefinder.

SIG SAUER has added loads for revolvers, including the SIG V-Crown JHP and SIG FMJ in both .38 Special and .357 Magnum to the Elite Performance Ammunition line. SIG has also added .38 Super +P Elite Performance Ammunition in V-Crown in both JHP and FMJ. For hunting, SIG SAUER has released Elite Performance 300 BLK, a 220-gr. subsonic V-Crown load.



(909) 923-7300

The Bianchi Allusion Subdue IWB holster features a premium full-grain leather exterior with a laminate synthetic liner for a smooth draw and long-lasting wear. A heavy-duty spring-steel belt clip securely anchors the holster to belt or pants. There’s anti-bacterial and microbial foam padding on the inside liner of leather backing, which prevents germs and odor from accumulating against the body. For increased firearm retention, the Allusion has a slight detent in the triggerguard. It fits up to 1.75-inch belt widths.

The IWB Magazine Pouch has an extra thin, soft ballistic weave fabric for comfortable deep concealed carry and a rustproof steel clip to keep the magazine pouch in place. It fits belts up to 1.75 inches.



(413) 584-1400

The YHM-135 Dedicated 9mm Lower Receiver allows the user to build a dedicated 9mm MSR-style rifle. The magazine well is machined to accept Metalform-style 9mm magazines. It comes with a feed ramp, bolt catch and ejector — all designed for best function with the 9mm pistol cartridge. All holes, inletting, and pin locations have been machined to final dimensions. The user just needs to add the trigger group, buttstock and 9mm buffer/spring of choice. It’s machined from high-grade 7075 T6 aluminum that provides superb strength and rigidity.

The YHM QD Blast Deflector locks onto YHM’s Q.D. Muzzle Devices and is designed to redirect the blast forward, away from the shooter. The Mechanism is fast, positive and virtually impossible to disengage accidentally. It’s made of 4140 steel with a Melonite QPQ finish.

YHM’s Keymod Bipod Adapter is a lightweight option for mounting a Harris-style bipod to a keymod handguard, including the YHM KR7 and SLK series. Made from hardcoat anodized 6061-T6 aluminum and featuring stainless keymod screws and nuts, it also includes all mounting hardware and Allen wrench.



(866) 223-9388

Champion introduces a variety of full-color targets to appeal to all ranges and experience levels of shooters. Printed on 60-pound paper, there are 12 targets per package. The paper targets range from “Dinosaur Hunt” and “Drone Attack” to the “Know Your Limits,” “Junkyard Plinker” and “Put Your $ Where Your Mouth Is” targets.



(888) 455-5499

Battle Born HP-PRO Oil from BREAKTHROUGH CLEAN is a blend of quality synthetic oils and treated with effective extreme pressure, corrosion inhibitors, anti-oxidant, anti-foam and anti-wear additives. This combination provides firearm lubrication and protection in extreme environmental conditions. Multi-service lubricant and protectant allow for extended service under high and low temperature conditions (from -65° to 507°F). It’s safe for use on all metal, plastic and polymer parts. It’s non-toxic, odorless and non-staining.


ELD Match


(308) 382-1390

Hornady introduces the ELD-X (Extremely Low Drag – eXpanding) bullet, an all-range hunting and match bullet. Hornady developed the patent-pending Heat Shield tip, a heat-resistant polymer, to counter the effects of aerodynamic heating — allowing for greater accuracy at longer ranges. Upon contact at extended ranges at over 400 yards, the Heat Shield tip drives backward into the nose cavity to begin the expansion process. At these lower velocities, the ELD-X bullet exhibits conventional expansion characteristics and high retained weight. The ELD-X is available as component bullets or in factory-loaded Precision Hunter ammunition. Bullet introductions include 6.5 mm 143-gr., 7mm 162-gr., .30 Cal. 178-gr., .30 Cal. 200-gr., .30 Cal. 212-gr. and .30 Cal. 220-gr.

Hornady’s Precision Hunter ammunition features the ELD-X bullet to achieve maximum ballistic potential. Propellants used in this line are clean burning, consistent and exhibit temperature stability. It’s available in 6.5 Creedmoor, 7mm Rem. Mag., .308 Win., .30-06, .300 Win. Mag. and .300 RUM.

Hornady expands the American Gunner line to include rifle cartridges. Rifle introductions include .223 Rem., 6.8 SPC, 300 Blackout and .308 Win. The rifle ammunition features hollowpoint-style match bullets for optimum accuracy and a variety of uses and the propellants are matched to each load to ensure optimal pressure, velocity, volume and consistency.

The Key Lock 2600KL and 2700KL feature an exterior housing made of 14-gauge steel with dual internal locking lugs, a 4-point capture mechanism and a spring-assist lid. The two new safes from Hornady exceed ASTM international safety standards for child-, pry- and hinge attack-resistance, lock strength and drop/pick/saw tests. They come with a cable and two circular barrel keys and meet TSA requirements for handgun safety in checked luggage.


Cavalry Turkey Fowl shotgun


(585) 328-0945

American Tactical introduces four new products in 2016: the BB6 9mm pistol; the Omni Hybrid MAXX Flat Dark Earth rifle; the Cavalry Turkey Fowl shotgun; and the Mil-Sport 9mm AR-15.

The BB6 9mm pistol has a 5-inch barrel, a polymer frame and steel slide. It has an 18-round capacity and comes with an integrated optics mount.

The Omni Hybrid MAXX Flat Dark Earth rifle in 5.56mm comes with a 16-inch barrel, 7-inch quad rail and a 30-round magazine.

The Cavalry Turkey Fowl 12-gauge shotgun extractor model has a wooden stock. It has a 3-inch chamber, 21-inch barrel and 9-inch barrel extensions.

The Mil-Sport 9mm AR-15 is available as a pistol or carbine with a 5.5-inch barrel, 2-inch flash can and a 7-inch KeyMod handguard. It has a forged upper, Billet lower and 17-round magazine.



(877) 509-9160

The Tipton Transporter Range Vise is an all-in-one range bag system capable of storing up to 40 lbs. of firearm essentials and transforms into a solid range vise. This system includes two removable non-marring forks designed to hold up to four different long rifles. The Transporter Range Vise will securely clamp on any tabletop or bench up to 3.625 inches thick. Usable bag measures 9 x 20 x 9 inches.


AR-10 PRC308


(309) 944-6939

Armalite debuts the M-15 Light Tactical Carbine (LTC). With features like Armalite’s own free-floating tactical KeyMod handguard and low-profile gas block, the LTC carries a modern profile in a light and scalable package. Weighing in at 6 lbs., the M15LTC16 is available in 7.62x39mm and 6.8 SPC II configurations.

The Armalite AR-10 PRC308 Precision Rifle uses technology developed in partnership with Surgeon Rifles and AWC Silencers to offer a consistency in suppressed and unsuppressed configurations. A proprietary selectable gas block makes optimization for suppressed or unsuppressed applications easy for the user. The PRC308 features a Giessele Two-Stage trigger to provide crisp trigger pulls and reset, a Magpul PRS with adjustable length-of-pull and comb height and an ambidextrous safety and charging handle. It’s chambered in .308/7.62x51mm.



(800) 998-6901

Jagemann Jag 17 and Jag 19 magazines for GLOCK pistols are easy to use and sized to operate right out of the box. The magazines feature reinforced automotive-grade resin for increased strength and tighter tolerances for increased durability. Self-lubrication provides consistent performance. Feed lip geometry provides reliable feeding, while the optimized spring power brings uniform feeding without stalling.

Jagemann introduces .44 Magnum cases. Drawn from American-made premium brass cups, each casing undergoes rigorous in-line and post-production quality assurance to ensure the result is a flawless case. Standard casing dimensions and tolerances have been modified to achieve maximum performance. Jagemann’s in-house tooling and engineering capabilities allow for customized casings if desired.


Buckstalker Northwest


(860) 388-4656

The Pursuit G4 Northwest and Buckstalker Northwest series of muzzleloaders feature an exposed breech, magnum musket ignition, Accelerator Breech Plug and fiber-optic sights. The Pursuit G4 comes with a synthetic black or Realtree Xtra Camo stock with a 26-inch Cerakote barrel, while the Buckstalker is available in either a synthetic black or G-2 Vista Camo stock with a 24-inch Cerakote barrel.

Traditions has added two models to the Frontier series of 1873 Single-Action Revolvers: the SAT73-005 Sheriff’s Model and SAT73-048 Oversized Grip Model. Each is chambered in .375 Magnum, with 3.5- and 5.5-inch color-case hardened barrels respectively.

Traditions is introducing four models into the black-powder revolver lineup: the FR185821 1858 Army Engraved (8-inch blued), FR185118 1851 Navy Engraved (7.375-inch blued), FR185117 Navy Engraved (7.375-inch nickel) and FR186012 1860 Army Engraved (8-inch blued). All four models are in .44 and include laser engraving, a new feature to the line.

The Crackshot Single Shot rifle series is now available with a 20-inch barrel. It’s available in .22 or .17 HMR with a synthetic black stock and synthetic Muddy Girl Camo (.22-caliber only).

Traditions also introduces several new accessories, including three top-grain brown leather holsters (A1881, A1882, A1883), Traditions Rifle Stock pack and BlackOut 209 cleaning accessories.




(561) 265-4530

The RAS47 SBR and the C39V2 are side-folding semi-auto rifles from Century Arms. They both come in 7.62x39mm caliber with 30-round magazines. Both are made of nitride-treated Chrome moly 4150 and have an overall length of 29 inches. The two share other specifications as well: a 1/16-inch stamped steel nitride treated receiver, a RAK-1 enhanced trigger group, a large T-shaped magazine catch, standard AKM sights, a front sight gas block, a bird cage style flash hider and a heat-treated bolt-carrier. The rifles’ 10.6-inches barrels are ready for a variety of muzzle attachments and are equipped with a side scope rail mount and a bolt hold open safety.



(772) 465-8881

Kalashnikov USA is introducing three rifles in 2016: the Modern Skeletonized Rifle, the Wood Rifle AK47 and the Modern Folding Skeletonized Rifle. All three are in 7.62x39mm with a 30-round magazine capacity. Their 16.25-inch barrels are nitrocarburized and case hardened; cast parts are CNC-machined. All have a safety selector lever notch to hold the operating handle and bolt open.

The Modern Skeletonized Rifle and the Modern Folding Skeletonized Rifle both have an overall length of 38 inches. The former weighs 7.82 lbs. while the latter weighs 8.42 lbs. They have skeletonized collapsible buttstocks, polymer hand guards with rails, rubberized pistol grips with interchangeable finger grooves and back straps and AK74-type muzzle brakes.

The Wood Rifle AK47 has an overall length of 35.5 inches and weighs 7.38 lbs. It sports a classic style with its stock and forend in wood.



(800) 441-3005

Carl Zeiss Sports Optics introduces the Victory V8 Illuminated Riflescope Line. The new line has four models: the 1-8×30, 1.8-14×50, 2.8-20×56 and 4.8-35×60. Select models come with a new bullet drop compensator ASV, a certificate for a free custom engraved Kenton ballistic turret ring to match a chosen caliber and load, a set of Talley signature rings and a custom-built magnification “high-speed” throw ring for fast magnification change and target acquisition. The Victory V8’s outstanding image quality and optical resolution is due to its 36mm tube design as well as its unique fluoride lens HT glass system. It performs very well in low light. Additionally, the V8 combines extreme zoom range and bright optics to make the riflescopes ideal for all distances and situations.


MagCharger Tac 30


(877) 509-9160

The MagCharger Tac 30 is the latest addition to the MagCharger family of speedloaders. The Tac 30 is designed to directly accept 20 live rounds from any common 20-round manufacturer ammo boxes and will also accept up to three 10-round stripper clips. It works with .223, 5.56x45mm and .204 calibers.

The Ballistic Precision LR Target Camera System can stream 720p video up to 1 mile away and is fully contained in waterproof housings. It’s compatible with Android, iPhone and most tablets. The kit includes a transmitter, receiver, two heavy-duty tripods, HD camera, flexible camera mount, carry case, rechargeable lithium ion batteries and a charger.

Ideal for firearms, archery, airguns or paintball guns, the Ballistic Precision Chronograph G2 has an inverted design to prevent light rays from affecting the sensor’s 18-inch sensor spacing for improved accuracy. Each unit is factory-calibrated to within +/- 0.25 percent accuracy. It features a built-in LED light kit, large LCD screen, readings in both meters per second and feet per second and has Bluetooth capability to interface with a smartphone.



(832) 216-8122

The newest addition to the Knives By Thomas line is the Carson Skinner. Designed in collaboration with a young client, the knife has a 2.87-inch edge and an overall length of 7 inches. The blade is made of Crucible Steel S35VN to allow for maximum edge holding. The handle is available in Camel Bone, Burled Woods or G-10.



(310) 768-0098

Maxpedition launches Advanced Gear Research A.G.R., with the Jumbo receiving an overhaul with upgraded construction techniques and materials. The design benefits from patent-pending composite Modular Attachment Lattice System, an enlarged, fast CCW opening and improved overall ergonomics. The A.G.R. line will initially offer 12 styles.



(360) 855-0464

TruckVault introduces Jeep Wrangler Unlimited designs for storing firearms and gear safe and secure. These designs feature an increased interior height over the Standard designs to 8 inches. There are a couple optional variants available, including heavy-duty table extensions and an offset top-mount drawer with space beside it to mount any equipment needed. There’s also an all-weather option available.



(800) 347-1200

The IWB 575 features Safariland’s GLS (Grip Locking System) to secure the firearm once holstered — retention is deactivated with the middle finger upon obtaining a standard shooting grip on the firearm. The body of the IWB 575 is a proprietary nylon blend, which is non-abrasive to a firearm’s finish. Its low-cut, compact design makes concealment easy and allows for a quick draw from deep inside-the-waist concealment. It’s available in SafariSeven material, Plain Black.




(610) 631-0600

The ProTac Railmount 1 from Streamlight is a dedicated fixed-mount tactical light for long guns. It runs on either one AA alkaline battery or one CR123A lithium battery. Featuring a fixed rail grabber, the railmount includes a remote pressure switch with constant-on operation, as well as a standard switch. A ProTac Railmount 2 model is also available, using two CR123A batteries.

Streamlight’s TLR-6 subcompact pistol light is designed for the GLOCK 26/27. It features both an LED illuminator and a red aiming laser. The white LED is 100 lumens and has a run time of 1 hour. Designed to securely attach to the triggerguard, the TLR-6 provides a balance of beam and peripheral illumination, as well as a red laser for long-range targeting.

Super Siege is a rechargeable, high-lumen scene lantern also from Streamlight. Delivering 1,100 lumens, the lantern will provide 360 degrees of bright light to illuminate large areas. A Glare Guard is included with the lantern for lighting up a work area in front of you and help to eliminate glare. The Super Siege comes with an auxiliary USB power source to charge mobile devices or other Streamlight products. The 8800mAH battery capacity gives up to four full charges for most smartphones.


Shotshell Knife


Beretta Drop-Point Knife


A300 Watch 42mm Case


(301) 283-2191

he A300 Watch 42mm Case is rugged, water-resistant and has glow-in-the-dark numbers and hands under high-resistant mineral glass. Designed as a nod to vintage military watches, the A300 has a 42mm stainless steel case, bezel and caseback. This watch is water-resistant up to 600 feet and is made with a distressed fabric strap with a stainless steel buckle.

The Beretta Drop-Point Knife features a checkered, Pakkawood handle, satin-finished N690Co steel blade and a leather sheath. It measures nearly 9 inches in total length and weighs just under 6 oz.

The Multi-Use Hunting Knife is a handcrafted folding Italian field knife, with checkering on its Olive Wood handle. A 3-inch stainless steel drop-point blade holds an edge.

The Shotshell Knife is available in several models, the 70-GR, 70-RD, 70-BK, 70-BL and 70-YL. It features a 1.97-inch, AISI 420 stainless steel blade for an overall length of 4.53 inches. It comes in blue, black, red, green and yellow.



(918) 341-4800

Utilizing C02 and an integrated laser to convert a standard pistol into an effective firearms training tool, CoolFire announces 12 CoolFire kits and an electronic target kit for 2016. With each pull of the trigger, the C02 provides recoil and the integrated laser emits a pulse that may be registered on a laser target. The new kits include the SIG P220, SIG P226 (in three calibers), SIG P229 (in three calibers), GLOCK 21, GLOCK 26, GLOCK 34, GLOCK 35 and S&W M&P Pro 5-inch for both the 9mm and .40 S&W. CoolFire users will now have the option of highly reflective targets. Each kit includes three targets, with a hole punched at the top for repositioning.


585-2 Mini Barrage


(503) 655-6004

Benchmade introduces new models to the Griptilian line: the 551-1, 556-1, 550-1 and the 555-1. Each blade features CPM-20CV steel, which provides excellent edge retention and great corrosion resistance. These additions to the line feature contoured and textured grey G-10 handle scales with a blue accent and blue barrel spacers.

The Barrage family of knives welcomes the 580-2 Full-Size Barrage and 585-2 Mini Barrage. These knives feature contoured and textured grey G-10 handle scales, a newly designed backspacer and a CPM-S30 stainless steel blade.

The 15100-1 Nestucca has been added to the HUNT series. A skinning cleaver based off a traditional ulu design, the Nestucca features a CPM-S30V stainless steel blade, contoured orange G-10 handle scales and comes with a leather sheath.
The 179 SOCP Hook features a rescue cutting hook, O2 wrench and a carbide glass breaker. A PIM pressure fit sheath accompanies it.



(830) 997-9090

The Man with No Name Poncho is made from medium weight, 80 percent wool and 20 percent other fibers. It’s available in desert brown, green, sky blue, red, orange and black.



(631) 880-3396

The Meprolight FRBS 2D/4D are auxiliary sights a user can rely on in case other optics go down. The FRBS with self-illuminated tritium backup sights maintain a low profile and are constructed from high-grade polymer and metal. Fixed with a spring-based locking mechanism, the FRBS won’t snap or break. It’s designed to fit on Mil-Std-1913 Picatinny rails on MSR systems, KPOS and other firearms that have Picatinny rails. Distributed exclusively in the U.S. by the Mako Group.




(888) 452-4019

Aguila Ammunition is introducing its shotshell product line to the U.S. market. It is offering a competition line for skeet, trap and sporting clays as well as exclusive pigeon load. The line includes #7.5, #8 and #9 shot in standard and high velocities. Aguila’s traditional shotshell line-up includes 12-gauge, 16-gauge, 20-gauge and .410 bore in standard, high velocity and buckshot loads.

The Minishell is also being introduced by Aguila Ammunition. It provides good velocities in a 1.75-inch shell that allows for higher magazine capacities without sacrificing performance. The Minishell is ideal for over/under shotguns and is an excellent low-recoil cartridge available in #7-1/2 shot, slug and buckshot.


Plinker Purple


(562) 861-9554

Archangel has expanded the AAP1022 Precision stock options for the Ruger 10/22 to include four new colors: Plinker Purple, Ballistic Blue, Rangemaster Red and Desert Tan. The AAP1022 is an ambidextrous gooseneck-style stock with palm swell and a soft rubber recoil pad.



(573) 445-9200

The Perfect Seat Hand Primer from Frankford Arsenal is constructed with a die-cast zinc body with steel internal components. It features adjustable seating depths of 1-thousandth of an inch, a primer tray with ridges for primer orientation and has a hard stop so the reloader can never crush a primer. This hand primer comes with a heavy-duty injection-molded storage case and 12 shellholders to cover the most popular cases.



(800) 326-2825

In 1990, Buck Knives introduced the original Selector. Long-since discontinued, Buck introduces an improved model — the Selector 2.0. Based on the successful Open Season hunting line, the Selector 2.0 features three interchangeable blades, including a drop point, partially serrated drop point and a gutting blade. Each blade is 420HC steel and heat treated by Buck’s patented heat-treating process. It has a blade length of 3.75 inches and is 5 inches long when closed.



(443) 310-8777

The 3 lb.-10 oz. MOD*X GEN III Modular Rifle System is a lightweight, ergonomic, drop-in chassis for the Remington 700 Short Action. The system serves as a modular foundation on which tactical accessories can be added to. Made of aluminum hard-coat anodized to Mil-Spec III, it is easy to assemble and ready to attach to the Remington 700 Short Action. Other features include a 20-MOA built into a Mil-Spec 1913 rail, KeyMod standard slots on three sides of the forearm for mounting equipment, conventional slots for mounting Geissele Automatics accessories on two sides of the forearm and a 13.5-inch free-floating modular forearm.



(888) 767-7371

MGM Targets expands the affordable Sportsman Target Series to include the Sportsman AutoPopper. Each Sportsman AutoPopper base and hinge is laser cut and formed from a single piece of 0.25-inch thick A-1008 P&O steel plate, a material specially designed for forming. The target’s auto-reset action comes from a steel spring expressly made for the purpose of instantly lifting the target many tens of thousands of times. The only assembly required by the customer is to connect the target/hinge assembly and base with a single bolt and nut — which also retains the spring.

An improvement to the Sportsman Long Range Target has been made, which now includes solid steel leg brackets — replacing the more expensive urethane version. The brackets securely hold the 0.5-inch rebar frame.






(800) 333-3288

Browning introduces new-for-2016 products in firearms, ammunition, knives, lights, apparel and safes.

In long guns, Browning introduces the X-Bolt Hell’s Canyon Speed bolt-action rifle, which features a composite stock with A-TACS AU (Arid/Urban) Camo and Cerakote Burnt Bronze finish on the barrel and action to provide versatile concealment and protection for the serious hunter. The barrel on this will also have barrel fluting and a threaded muzzle brake (thread protector included). Calibers include .243 Win., 6.5 Creedmoor, .308 Win., 7mm-08, .270 Win. and .30-06 Sprg. in 22-inch barrel length; .270 WSM, .300 WSM in 23-inch barrel length and .26 Nosler, 7mm Rem. Mag. and .300 Win. Mag. in 26-inch barrel length. An adjustable Feather Trigger, detachable rotary magazine bolt unlock button and X-Lock scope-mounting system are featured on the X-Bolt Hell’s Canyon Speed model. It weighs between 6 lbs. 5 oz. and 6 lbs. 13 oz., depending on the model.

The BAR MK 3 features a new receiver profile and engraving, as well as new stock and forearm design. The lightweight alloy receiver has a satin nickel finish with high-relief engraving and is drilled and tapped for scope mounts. The stock and forearm are Grade II walnut with cut checkering in oil finish. It will be offered in .243 Win., 7mm-08 Rem., .308 Win., .270 Win. and .30-06 Sprg. with 22-inch barrel length; .270 WSM and .300 WSM with 23-inch barrel length and 7mm Rem. Mag. and .300 Win. Mag. with 26-inch barrel length. Weight is 7 lbs. 2 oz. to 7 lbs. 11 oz.

Browning launches the A5 Sweet Sixteen 16-gauge semi-auto shotgun. Like its predecessor, A5 is built on a smaller, lighter receiver for reduced weight and a sleek feel. The A5 uses kinetic energy to power the recoil-operated Kinematic Drive System for reliable function with any load and under the full extremes of weather, temperature, moisture or grime. The A5 16-gauge receiver is constructed of strong, lightweight aluminum allow with a black anodized bi-tone finish. The stock and forearm are gloss finish walnut with close radius pistol grip and sharp 18 lines-per-inch checkering. Browning’s Invector DS choke system, with three chokes, will be supplied with 2.75-inch chambered barrels in 26- or 28-inch lengths.

Browning has also expanded its Citori 725 Sporting and Field over/under lineup to include 28-gauge and .410 models for 2016. Both feature Browning’s Fire Lite Mechanical Trigger system, which provides a light trigger pull with minimal overtravel. Sporting models will be offered with 30- or 32-inch ventilated rib barrel lengths and supplied with five extended Standard Invector choke tubes. The receiver has a silver nitride finish with gold accented engraving. Stock and forearm are Grade III/IV walnut with gloss oil finish.

In handguns, Browning introduces the Black Label 1911-22 Suppressor Ready with Rail models — in full-size (4.25 inches) and compact (3.625 inches) versions. Both will feature threaded muzzle protector barrels and extended ambidextrous and Beavertail grip safeties. The engineering-grade composite frame comes with an accessory rail. The fixed combat sights are steel three-dot dovetailed into the slide. The grips are textured G-10 composite. Weight is 14 oz. The Black Label 1911-380 Pro and Black Label 1911-380 Pro with rail models will have steel three-dot combat sights or night sights dovetailed into the slide. These .380 ACP pistols are scaled down 15 percent smaller than the original .45 ACP versions designed by John Browning. The grips are made of G-10 composite. The rust-resistant barrel is 4.25 inches with a target crown. An extended, ambidextrous manual thumb safety, extended slide release and beavertail grip safety are also featured. Magazine capacity is 8 rounds; weight is 17.5 oz. and overall length is 7.5 inches.

Browning and Winchester developed a full line of ammunition products under the Browning brand, debuting this month. The line includes BXR Rapid Expansion Matrix Tip, BXC Controlled Expansion Terminal Tip, BXD Waterfowl Extra Distance, BXD Upland Extra Distance, BXP Personal Defense, BPT Performance Target FMJ and sporting loads and BPR Performance Rimfire in a variety of calibers.

The Beast has been added to Browning’s ProSteel safe lineup. It has outer dimensions of 58 inches tall x 44 inches wide x 27 inches deep. It features a 12-gauge steel body, 1-inch formed door with partial inner plate, Force Deflector Locking System, 1-inch diameter chromed locking bolts on three sides and ThermaBlock 1,400°F for 60 minutes of fire protection. The Beast model puts a focus on long-gun storage on the inside with a High Capacity Barrel Rack designed to provide instant access to 41 long guns (13 per rack). Total long gun capacity is 56, depending upon gun sizes. Available in Matte Black finish with three-spoke black chrome handle.

In knives, the Overtime models feature laminated G-10 scales to provide texture for a firm grip and a 3.375-inch fixed blade. The flat ground modified skinner blade has anti-skid grooves on blade spine with full-tang construction. It’s offered in Tan/Black or Jade/Black handles, with an overall length of 7.375 inches. A top-grain leather belt sheath is provided. The Stacked Deck folding frame lock knives are additions to the Black Label Tactical Knives line. The blades are VG10 stainless steel and will be offered as a modified spear point or tactical wharncliffe. Handles on both versions are machined and sculpted matte titanium. Blade length is 3.5 inches and overall length is 8 inches.

Browning expands its line of flashlights to include the Hellcat, which provides a super bright white, long-distance beam. Brightness is 610 lumens with two CR123A Lithium batteries or 825 lumens with optional 18650 Li-ion battery (not included). It features an aluminum body with polycarbonate lens and internal battery magazine. Soft green LEDs for stealth and safety are also included. The mode selector lets the user pick the desired mode without toggling. A single-action tailcap switch with momentary and continuous mode functions is also featured. Waterproof and submersible to 3 feet for 30 minutes, overall length is 5.75 inches.

In outdoor apparel, the Hell’s Canyon Speed series is for big-game hunters. The proprietary camouflage used on the gear is A-TACS Camo — A-TACS AU Camo will be offered for those hunting in more arid-type climates and A-TACS FG (Foliage/Green) Camo will be offered for hunting in a more temperate, forested climate. Browning’s HeroFit tailoring trims away excess weight and bulk. Jackets, vests, pants, rainwear, hoodies, base layer tops and bottoms, caps, beanies and gloves provide hunters with a complete offering of apparel.



(262) 673-3075

The Auto Bench Prime is an easy-to-use bench-mounted priming tool. Its symmetrical design allows for right- or left-hand operation, while a comfortable lever with just the right amount of mechanical advantage allows the user to feel the primer seating completely home into the primer pocket. The Auto Bench Prime includes priming assemblies for large and small primers and a folding tray to go from box to priming in seconds. The tray has a built-in primer-flipping feature, allowing direct filling from today’s large primer boxes. Made of a water-clear tough polyester material that allows the reloader to monitor the primer’s passage from the tray to the primer pocket. The unit uses special, but inexpensive priming tool shell holders, so there’s no need to endlessly swap press shell holders to prime.



(888) 243-4522

With Kimber’s signature modern-classic style, the Two-Tone 1911 family embodies the custom features found standard on every Kimber 1911. Each model features a hand-fitted slide and frame paired early in the manufacturing process, a beveled magazine well, metal mainspring housing, match-grade trigger, dovetail-mounted sights, rosewood grips and a two-tone frame and slide finish. Available in .45 ACP and 9mm, Two-Tone models come in three sizes: Custom (5-inch barrel), Pro (4-inch barrel) and Ultra (3-inch barrel).


Mossberg Patriot


(605) 996-5011

Boyds now offers replacement gunstocks for three rifles: the Savage A17, Mossberg Patriot and Winchester XPR.
Replacement gunstocks available for the Savage A17’s Varmint Thumbhole, Rimfire Hunter, and ProVarmint models include custom wood as well as laser panels with scale and basketweave textures.

The Patriot’s Classic, Featherweight Thumbhole, Heritage, Platinum, Prairie Hunter, ProVarmint and Varmint Thumbhole models have replacement gunstocks available as well. Hardwood gunstocks include Blaze Orange laminate and Circassian high-grade walnut blanks as well as Deer, Coyote, and Cold Dead Fingers themed pattern panels.

Boyds has also added hardwood replacement gunstocks for the Winchester XPR bolt-action rifle’s Classic, Featherweight Thumbhole, Heritage, Platinum, Prairie Hunter, ProVarmint and Varmint Thumbhole designs. Hardwood replacement gunstocks include several high-grade walnut and maple options; laminate options include Zombie Hunter, Blaze and Coyote.



The Technician from Recycled Firefighter is a reversible belt made from decommissioned fire hoses. It has an all-black exterior; the other side features a bright yellow stripe in between black edges. The 1.75-inch wide belt features Mil-Spec webbing and binding.



(800) 401-7269

Completely redesigned for 2016, AWC Silencers introduces the second generation of THOR PSR precision rifles suppressors — engineered and designed in partnership with Surgeon Rifles. The THOR PSR suppressor mounts over the included muzzlebrake for a faster attachment method to maintain accuracy and repeatability of traditional thread on suppressors. Manufactured from titanium, the THOR PSR suppressor is one of the lightest suppressors on the market, helping to achieve minimal point-of-impact shift. The newly designed exterior assists in heat dissipation, resulting in a dependable suppressor with an increased lifespan. It comes standard with an 8-inch length and is also available in L.E. and XL lengths.



(801) 566-0240

The Ghost Stryke 2 from SportEAR protects the user’s hearing while enhancing it up to eight times. It digitally compresses sounds at 85 dB and upwards. Used with foam tips, it has an NRR rating of 29 dB; used with silicone tips, its NRR rating is 24 dB. The Ghost Stryke 2 has a higher fidelity sound than its predecessor, the Ghost Stryke 1. It suppresses background noise and can be programmed for better directional sound.

The M-Series line of premium electronic muffs feature sound-activated compression. It’s been redesigned with enhanced protection, features and comfort — automatically blocking sound over 85 dB and enhancing sound up to 10 times. The tapered cup design and adjustable padded headband contribute to a comfortable fit.



(505) 281-3783

The ERGO MSR (MODERN SPORTING RIFLE) GRIP is made of a durable polymer that’s impact- and heat-resistant. Its improved ergonomic shape and texture makes it a viable replacement for the standard A2-style grip found on many modern sporting rifles. The MSR Grip fits AR-15/M16 pattern and other rifles using the same grip-mounting platform.



(419) 294-4113

The Ithaca Hunting Rifle will be available in both .300 Win. Mag. or .308. The rifle has a 4340-alloy billet receiver with a wire EDM raceway. It has a one-piece ground bolt with two lugs and a mini M-16 extractor as well as a 0-MOA rail. The Ithaca Hunting Rifle is available in 20- and 24-inch barrels as well as in multiple triggers. It comes in Black Walnut or Tiger Maple M40-style stock.



(315) 559-0362

The Stella is a Colt Mustang .380 in feminine form from Firegild. Firegild has embellished the firearm with 24-carat gold-plated accents (shown) but it’s also available with silver plated accents, or with no plating at all. It is also available in black with black crocodile embossed grips. The Colt Mustang .380 is available in all Cerakote colors and many leather grip options.


Full-Sized HR2


(515) 480-4905

In 2016, two new safety tools will be introduced by Handi-Racker: the Compact Handi-Racker 2 (HR2) and the Full-Sized HR2. The first tool combines the small and medium of the original while the second combines the large and XL units. Like the original Handi-Racker tool, the HR2s are designed to help manipulate the slide on semi-automatic pistols. With the new tools, users will be getting more for the same price.



(608) 662-1088

Vortex Optics has redesigned the Diamondback binocular for 2016. An updated optical system with enhanced, dielectric-fully-multicoated lenses serves up crisp views and quality low-light performance — with an ultra wide field of view. Rubber-armored housing features diamond checkering along the side and thumb detents. A smooth center focus wheel and right-eye diopter provide optimal image focus. The updated Diamondback binocular is available in 12×50, 10×50, 10×42, 8×42, 10×32, 8×32, 10×28 and 8×28.




(866) 554-4867

The DDM4 300S is a new short-barrel rifle (SBR) offering from Daniel Defense. Chambered in 300 Blackout, this rifle is built around a 10.3-inch strength-to-weight profile barrel and uses standard 5.56 bolts and magazines to deliver .30-caliber projectiles with greater muzzle energy and better penetration than comparable 5.56mm platforms. This firearm is a regulated item by the National Firearms Act.

The DDM4v4s is another SBR offering from Daniel Defense. Built around a free-floating, cold hammer-forged 11.5-inch barrel, the DDM4v4s delivers optimal maneuverability. The DDM4 Rail 10.0 shields the rifle’s barrel and carbine-length, low-profile gas block. It’s chambered in 5.56 NATO.

Daniel Defense is now offering a Kryptek Typhon finish to the DDM4 V11 and DD MK12 lines.


Sportsman Case


Ultra-Bright Handheld Spotlight


(800) 291-1779

The Ultimate Wild Sportsman Case is for the gun owner who needs vault-like security and durability plus mobility. The hard-sided gear case features reinforced hinges, four latches and lock placement points, three handles, a manual pressure release valve, two layers of cubed foam and easy-transport wheels. The high-strength construction of the polymer shell makes the Sportsman a viable security option for your rifles. Weighing 20.5 lbs. without the foam, the case is dust-tight and waterproof.

Ultimate Wild also offers the Ultra-Bright Handheld Spotlight for day-like illumination after dark. Rugged and lightweight with a built-in rechargeable lithium battery, the 8.75-inch Ultra-Bright Handheld Spotlight has an output of 1,000 lumens. Its Cree 10W LED bulb has a 50,000-hour life. Charging time is 4 hours for a full run time of 2.5 hours. A comfortably placed power button on the grip allows one-handed operation. The Ultra-Bright Handheld Spotlight comes with auto and wall chargers.



(410) 901-1348

LWRCI announces the introduction of the LWRCI-DI rifle, featuring a Direct Impingement bolt-carrier group. It’s chambered in 5.56 NATO, with a 16.1-inch barrel with a 1:7-inch right-hand twist. Weighing 6.7 lbs., the rifle has an overall length of 32 to 35.25 inches. It features the LWRCI modular, one-piece free-float rail, an angled ergonomic fore grip with a QD sling point and full ambidextrous lower controls.


Top: Cara Cara 2 Titanium
Bottom: C26YL Snap-It Salt


(303) 279-8383

Spyderco’s byrd line of budget-conscious knives has been expanded to include titanium-handled models. The byrd Cara Cara 2 Titanium (BY03TIP2), Meadowlark 2 Titanium (BY04TIP2), and Robin 2 Titanium (BY10TIP2) have precision-machined, solid titanium handle scales. These scales feature machined decorative accents, a durable matte finish and screw-together construction. They also house a full-flat-ground PlainEdge blade, a sturdy back lock mechanism and a four-position hourglass clip. All three models feature 8Cr13MoV stainless steel blades and byrd’s signature comet-shaped hole for swift, positive one-handed opening.

Back by popular demand, the C26YL Snap-It Salt combines all the defining features of the first-generation design with a blade crafted from 100 percent rustproof H-1 steel. Available with either a PlainEdge or fully serrated SpyderEdge, blade, the Snap-It Salt features a tough fiberglass-reinforced-nylon (FRN) handle injection molded in the distinctive high-visibility yellow color exclusive to Spyderco’s Salt Series. To ensure a secure grip, the handle includes textured black Kraton rubber insert panels.

Spyderco’s C81GPDBL2 is the latest addition to the popular Para Military 2 series. Like other versions of the Para Military 2, this knife features nested skeletonized stainless steel liners and Spyderco’s patented Compression Lock mechanism. The liners are contained within precision-machined textured G-10 scales that boast the deep blue color of Spyderco’s elite family of CPM S110V knives. The handle also features a four-position hourglass clip that supports left or right-side tip-up or tip-down carry.


Reloder 16


(866) 223-9388

The Alliant Powder Reloder 16 is a propellant that performs consistently across temperature extremes. Its burn rate is slightly faster than Reloder 17’s; well within the 4,350 burn speed band. This makes it ideal for traditional hunting cartridges as the .30-06. and .270 Win. It will work as well with 6.5mm target loads and tactical applications where temperature stability is required. The Alliant Powder Reloder 16 contains a de-coppering additive but no toxic DNT or DBP.

The Blue MZ also from Alliant Powder is a propellant that ignites reliably and burns consistently even in extreme weather conditions. The 50-gr. equivalent pellets produce high velocities at safe pressures and ignite with 209 shotshell primers. Blue MZ is accurate when used with a wide range of bullets, including the Federal Premium B.O.R. Lock MZ System. The clean-burning formulation allows for fast, easy cleaning with water-based solvents.



(928) 774-3486

The 222R from Canyon Coolers is ready for big game. It has front and side no-lose drain plugs, an integrated hinge, semi recessed latches, dual internal dividers, tie downs at either end, and a warp resistant contoured lid. Available in Sandstone or White Marble, the cooler fits full-size truck beds; included skid plates make it easy to move the cooler in the back of trucks. The cooler’s extra thick floor completely drains water through the plugs. The extra thick lid uses four latches and the soft yet thick AirTight seal keep the cold inside where it belongs. 




(866) 223-9388

Federal Premium Ammunition announces several line extensions for 2016. In the 3rd Degree lineup, a 20-gauge load has been added. The B.O.R. Lock MZ System now has a .50-caliber, 350-gr. lead muzzleloader bullet. Federal has also expanded the Personal Defense Micro HST line to include a 150-gr. 9mm Luger load.

In the American Eagle handgun ammunition lineup, the polymer-encapsulated Syntech bullet prevents metal-on-metal contact that shortens barrel life and eliminates copper and lead fouling. The absence of a copper jacket minimizes splash-back on steel targets, while clean-burning propellants minimize residue and fouling. It’s available in 9mm, .40 S&W and .45 ACP. In American Eagle rifle ammunition, new loads include 300 Blackout, 6.5 Grendel and 6.5 Creedmoor. American Eagle Varmint & Predator loads feature Federal brass and primers with a jacketed hollowpoint. There are seven loads available, .17 Hornet (with 20-gr. Tipped Varmint bullet), .22 Hornet (with 20-gr. Tipped Varmint bullet), .223 Rem., .22-250 Rem., .243 Win., 6.8 SPC and .308 Win.

In the Fusion line, a new load has been added: Fusion MSR 6.8 SPC, which features a 90-gr. bullet.



The Weaver SPR Optics Mount is solid and designed specifically for the modern sporting rifle. It is engineered to handle heavy recoil and can accommodate scopes with 1-inch or 30mm tubes. Made of 6063-T6 aluminum with a hard-coat anodized finish, the SPR Optics Mount features a notched crossbolt for a positive lock on Picatinny rails.
(866) 223-9388



(480) 518-5359

The 15-Inch Ultra-Lightweight Thin KeyMod Free-Floating Handguard has a T6 aluminum body. It weighs 8 oz., including the steel barrel nut. The rail system slides over the barrel nut and locks up against the receiver with six screws. The handguard is a tight fit against the receiver allowing for the monolithic-style top rail.



(800) 222-5233

Ontario Knife Company introduces the Robeson Heirloom Hunter Series, which will include two models: the Drop Point and Trailing Point. Both knives have an overall length of 9 inches, with blades measuring 4.125 inches. The knives are both full tang and made of D2 tool steel. The blades are satin finished and flat ground — the Drop Point will appeal to big-game hunters, while the Trailing Point is adept for smaller game and fish. The wood handles are made from stabilized burl maple. Both models come with DeSantis premium leather, Scandinavian-style pouch sheaths.



(800) 616-1326

The Fenix RC20 flashlight comes with a rechargeable Li-ion battery and standard USB charging cradle. It has a battery power indicator light to let you know if it needs to be charged whether you’re at home or in your car. The RC20 lights up to a distance of 290 meters with its 1,000 maximum lumen output. With a dual-tail switch, it can activate four brightness levels plus instant strobe and momentary-on function.



(972) 726-9073

A new line of Sporting Clay Shotshells for competition and sport shooters is being introduced in the U.S. by Baschieri & Pellagri (B&P), an Italian-based ammunition manufacturer.

Five B&P Sporting Clay 12-guage shotshells are available: 1) Sporting Clay Short Range (28g with a 12mm head brass and a #9 shot type); 2) Sporting Clay Medium Range (28g with a 12mm head brass and a #8-1/2 shot type); 3) Sporting Clay Long Range (28g with a 12mm head brass and a #7-1/2 shot type); 4) Sporting Clay Steel shotshell (26g with a 12mm head brass and a #8-1/2 shot type); and 5) F2 HV shotshell (28g with a 20mm head brass and #8-1/2, #7-1/2, #7 shot type). The first three employ the company’s Gordon System to reduce recoil by 30 percent. The fourth is constructed of steel instead of lead for use where lead shooting is prohibited. The last one uses F2 powder with graphite-coated bronze-colored shot with 5 percent antimony and a photosensitive wad to achieve high initial velocities.


MVP Scout


(203) 230-5300

The MMR Carbine was designed as a multi-use MSR for competition, hunting, recreation or home security. Key features include a free-floating barrel, direct-impingement gas system, adjustable target sights, slim-profile Magpul M-LOK forend/handguard, MOE grip and triggerguard and the choice of either a six-position or fixed-length stock. It’s chambered in 5.56mm NATO/.223 Rem. with 30- or 10-round models.

The MVP Scout now has a Scout Combo version, which includes a 2-7x32mm Vortex Crossfire II Scout Scope. This new version weighs 9 lbs. and has the same features as the MVP Scout Rifle. MVP 7.62’s patented Dual Push bolt design allows it to accept and feed from standard MSR-style magazines.

The Mossberg 500 – ATI Scorpion has the same characteristics as other Mossberg 500s, such as an ambidextrous safety, dual extractors, twin action bars and a smooth operating anti-jam elevator. Teaming up with ATI, this model features the T2 TactLite 6-Position Stock, Halo Heatshield, Halo Side Saddle and accessory rail options. A TALO Exclusive, this 500 is available in 12-gauge and has a 6-round capacity with 2.75-inch shells.

The 590A1 and 590 7-Shot Tactical Shotguns bring seven-shot flexibility to 18.5-inch barreled pumps. The 590A1 is available with Parkerized, Kryptek Typhon Camo and Marinecote finishes, while the 590 is available in Matte Blue only.



(806) 648-1911

Republic Forge announces the addition of blued and color-cased finishes to its line of 1911 pistols. The company has been successful with their Cerakote finish but has added the new option to further expand its capabilities. Firearms enthusiasts can navigate to the company’s user-friendly web site to customize their own Republic Forge pistol.



(562) 861-9554

ProMag introduces regular and extended after-market magazines for the Springfield Armory XD(M) and XD-S. For the XD(M) 9mm, new offerings include the SPR-A6 – 9mm 19-round blue steel magazine and SPR-A7 – 9mm 32-round blue steel magazine. For the .45 ACP-caliber XD(M), offerings include the SPR-A8 – .45 ACP 13-round blue steel magazine and SPR-A7 – .45 ACP 25-round blue steel magazine. There are three new magazines available for the XD-S .45 ACP, the SPR 08 – .45 ACP (five-round capacity), SPR 09 – .45 ACP (seven-round capacity) and SPR 10 – .45 ACP (eight-round capacity).




Colt Peacemaker


(479) 646-4210

The Umarex Throttle has a variety of features, including the ReAxis gas piston, SilencAir noise dampener, LockDown mount, Airgun Scope Shock Reinforcement and StopShox technology. Available in both .117 and .22, the Throttle delivers .22-caliber alloy pellets just below 1,000 fps. The synthetic stock features an all-weather design.

The Brodax is a modern-designed revolver, and not a replica of a firearm. Vented ports are positioned atop the barrel housing with a Picatinny rail top-rear ready for a dot sight. Located below the barrel another Picatinny rail is ready for a laser or flashlight. The Brodax features a polymer frame with internal metal parts, including the trigger and hammer, and a 10-round rotary magazine for steel BBs. A C02 capsule is concealed in the grip frame, which can send projectiles downrange at 375 fps.

Building on the popularity of the Colt Peacemaker, Umarex is now offering a pellet-firing variant — featuring a black grip with a Colt medallion. The six individual casings house a single .177-caliber pellet.


Extreme Duty CLP


(800) 342-2512

The Lucas Extreme Duty Gun Grease lubricates firearms to protect it from heat, friction and the pressures of sustained firing. The grease is designed to prevent rust and corrosion due to rain or moisture in fresh and saltwater environments on all gun types. Application to metal surfaces and bores will prevent corrosion during long-term storage.

The Lucas Oil Extreme Duty CLP is designed to clean, lubricate and protect firearms. It contains high-grade additives that dissolve powder residue, old lubrication and other contaminants. It penetrates deep into rust to help clean neglected firearms and free rusted parts and actions. Extreme Duty CLP’s anti-wear additives reduce friction and wear while the slick, waterproof film resists blow out and extends firearm life and runtime.

The Lucas Oil Extreme Duty Bore Solvent & Ultrasonic Gun Cleaner is a blend of cleaning solvents and corrosion inhibitors. It removes carbon and powder residue from actions as well as copper and lead fouling from cylinders and barrels. The solvent-based formula removes old oils and grease and leaves a thin layer of rust and corrosion inhibitor on metal surfaces and bores. It is safe on polymers and factory-applied firearm finishes. The Lucas Extreme Duty Bore Solvent & Ultrasonic Gun Cleaner is also designed for use with an ultrasonic cleaner. It can be used without a rinsing agent or lubrication dip, thus saving time and money.


Dual Threat


(501) 782-8971

Knight & Hale Game Calls’ new offering, the Dual Threat, makes two-in-one calls. Its flip-sided design allows hunters to quickly change their call, sound and tone with minimal movement. The sounds thus seem to be coming from two different hens.

The Echotech Pot Call Striker can be used with the Dual Threat. It is designed to improve sound quality and enhance realism in friction calls. An internal resonator increases surface contact between the striker and the calling surface. The cleaner and faster surface reaction creates more precise and natural tones.

The Pack Rack is an improved product from Knight & Hale. It generates the authentic fighting sounds of two whitetails that dominant, territorial bucks cannot resist. It now has a stronger and more natural sound.


Llama Max- 1


(732) 493-0333

The Llama Micro Max and the Llama Max-1 are being reintroduced by Eagle Imports to the U.S. market in 2016. Both guns are single action pistols with an eight-round capacity.

The Llama Micro Max has a 3.75-inch barrel with an overall length of 6.3 inches. Weighing 22.9 oz., it has a steel slide and frame in matte blue finish. The Llama Micro Max has a target wood, beavertail grip with ambidextrous thumb safety. It also has a Dovetail front sight and a Novak-style rear sight.

The Llama Max-1 has a barrel length of 5 inches with an overall length of 8.25 inches. Weighing 36.96 oz., it has a 4140 steel frame with matte blue finish. The Llama Max-1 has a custom hardwood grip with grip and thumb safety and is equipped with Mil-Spec front and rear sights.

In 2016, Eagle Imports is also bringing in three Slovakian designed Grand Power pistols to the U.S. market: the Grand Power K22S, Grand Power K22S X-Trim and the Grand Power CP380. The first two are in .22 LR with a 10+1 capacity while the third is in .380 ACP with a 12+1 capacity. All are available as single or double action pistols with steel slides and frames in black finish. They have polymer grips with a frame-mounted thumb safety.



(855) 494-9453

The WildEar Tactical Series is designed for shooters and hunters who need to protect their hearing when undergoing tactical training, but who also need to hear the voice of a range master, instructor or timer. The series uses WildEar’s state-of-the-art, high fidelity hearing protection and enhancement technology that isolates harmful sounds yet amplifies the ability to hear up to five times better. The WildEar Tactical Series reduces circuit noise to improve sound quality and features a Wax Protection System to prevent earwax build-up on the WildEar sound port.

M14Y Youth Rifle


22TCM9P Conversion Kit


(775) 537-1444

The XT 22 Magnum from Rock Island Armory is a carefully designed 1911 packing the .22 Mag. cartridge with a 14-round capacity. It’s engineered with a pinned solid-state 5-inch barrel with delayed blowback slide combined with Rock Island Armory’s standard factory 4- to 6-lb. trigger. It The XT Magnum is finished with a tough Parkerized coating, fitted checkered rubber grips and comfort extended beavertail safety.

The M14Y Youth Rifle is a bolt-action rifle for the young shooting enthusiast. It’s manufactured with a 12-inch length of pull out of Philippine hardwood and features a raised check rest for younger shooters. It comes with a 10-round magazine, with an optional 15-round factory magazine.

Fans of the GLOCK 19 can now enjoy the .22 TCM9R cartridge by swapping out the complete top-end with the 22TCM9R Conversion Kit.


Cyclone Rotary Tumbler


Essential Rifle Maintenance Mat


(860) 632-2020

ning solution, the machine gets brass cleaner than vibratory tumbling methods. The small stainless pins easily slip inside cases and into primer pockets to clean even these areas. The large capacity drum holds up to 1,000 pieces of .223 brass and features a rubber lining to protect the brass and reduce noise during operation. The tumbler comes with a pair of sifter pans for separating pins from the brass. Five pounds of stainless media pins and a sample packet of brass cleaning solution are also included.

The Essential Rifle Maintenance Mat has a firm, cushioned surface ideal for assembling or disassembling firearms. Made from slip-resistant synthetic rubber, it protects the finish of firearms and the workbench as well. The new 10×36-inch rifle mat has molded-in compartments to keep small parts and screws handy yet out of the way. It is chemically resistant and cleans up easily.

Lyman also introduces three new Pachmayr grips: the G-10 Dominator Pistol Grips, the Deluxe Laminated Wood Pistol Grips and the Deluxe Laminated Revolver Grips.



(913) 752-3410

The Trophy line from Bushnell features a redesigned 3-9×50, 4-12×40 with side parallax, 6-18×50 with side parallax and two new 2-7×36 configurations. The Trophy Xtreme line will feature 30mm tubes, larger objectives, more magnification and RainGuard HD coatings. This line debuts four new configurations (2.5-10×44, 4-16×44, 2.5-15×50 and 6-24×50) and two reticles, LR600 Illuminated and LR800 Long Range.




(972) 774-0300

The TRUGLO BRITE-STRIKE TFX PRO handgun sights incorporate a contrasting colored front sight ring for faster focus. The rear U-notch sight design provides natural eye alignment and increased accuracy. The angled rear sight edge provides emergency one-hand operation of the firearm. The sights are impervious to oils, chemicals, cleaning solvents and ultra-sonic cleaning processes.

The TRU-TEC 20mm red-dot sight incorporates a 2-MOA reticle and an unlimited eye relief. This two-option design features a 20mm Low-Base and a 20mm High-Base. It’s equipped with click windage and elevation adjustments, an integrated Weaver/Picatinny-style mounting system, as well as an auto-on/off feature.

The TRU-BRITE 30 Series is a 30mm illuminated compact riflescope, with a choice of 1-4X or 1-6X magnification. It’s equipped with a 30mm tube made for increased brightness and an easy click adjustment. The TRU-BRITE 30 Series also offers 3.75-inch eye relief, shock-resistant to 1,000g and its durable leaf spring click adjustment for windage and elevation.


V-III 2.5-15×50


(817) 783-6001

Under the Tactical Hunter Series, Sun Optics introduces the First Focal Plane riflescopes, which is available in two models: 6-24×50, with a total length of 14 inches, and 4-14×44, with a total length of 12 inches. The First Focal Plane riflescopes feature extra-strength 30mm tubing, a fast-focus adjustable ocular and adjustable, resettable wind and elevation controls. It’s available in a satin black finish.

As the exclusive U.S. importer of Vixen Performance Optics, Sun Optics offers the V-I Series (available in 2-8×32, 3-12×40 and 4-16×44), V-II Series (available in 1.5-6×42, 2.5-10×50, 5-20×50, 2.5-10×56 and 6-24×58) and the V-III Series (available in 1-6×24 and 2.5-15×50).




(800) 328-6156

Birchwood Casey introduces Diamond Spinning Targets, available in three iterations: Ace of Diamonds, King of Diamonds and Jack of Diamonds. The Ace of Diamonds can handle larger-caliber rifles with its 0.5-inch AR500 steel target, while the King of Diamonds is rated for .22 Rimfire and Jack of Diamonds for airgun pellets up to 1,000 fps. Each features a self-resetting, spinning target face.

The Donkey Gong AR500 steel target is for centerfire rifles and handguns. It has a diameter of 15 inches and is 0.5 inches thick. An innovative stand works on any terrain.

The Dueling Tree Target Stand is rated for .22 rimfire rifles and handguns and has four steel plates that dodge from side to side when hit. It includes a hard molded case for easier transporting.

Shoot-N-Spin spinners provide fast-paced action and instant feedback. The spinners have a circumference of 5.75 inches and a heavy-duty swivel with lock snap and can be set up in seconds.
(800) 328-6156



(731) 388-9693

Kinetic Concealment introduces its new MG-01 Mini-Green Dot Sight System. The MG-01 is designed to be a low-cost, high-quality green dot sight for mounting on any sub-compact pistol with a standard rail system. Using only a standard CR-123 battery, the MG-01 is cost effective and inexpensive to operate. It is made of high-quality aluminum alloy.


AK47 Scraper


(800) 286-0567

Real Avid is introducing a full line of AK-47 products. First is the AK47 Scraper, a precision scraping tool to remove carbon from critical surfaces of an AK-47 gas piston and bolt. The second item is the Gun Boss AK47, a cleaning kit in a traveling case. It comes with a double-threaded chamber brush and compact AK-47 carbon scraper. Third is the AK47 Smart Mat, a mat with enough space for cleaning a fieldstripped gun. It comes with a tray to hold pins, bolts and springs. The AK47 Micro Tool is fourth on the list. Made of stainless steel with a key ring and strap, it can be used for a variety of functions like scraping and sight adjustments. Last is the AK47 Field Guide. Oil- and solvent-resistant, the guide has color-coded, detailed instructions to disassemble, clean and reassemble AK-47s.



(715) 720-6128

Four new DuraCoat firearm finishes are available from Lauer Custom Weaponry: DuraBlue Spray-On Bluing, DuraBlue Nitre, DuraPark Spray-On Parkerizing Replicator and DuraBrown Spray-On Browning. All these finishes can be applied on any type of metal using an airbrush, spray gun, or with the aerosol can.

The DuraBlue Spray-On Bluing is a new coating similar to traditional bluing. It’s available in three colors and a choice of polished or matte finish.
DuraBlue Nitre gives the look of traditional nitre, or fire blue. Historically, nitre bluing was done on the small parts of handguns and long guns.

DuraPark Spray-On Parkerizing Replicator recreates the look of Parkerizing, also known as phosphate finish. With a simple spray-on coating application, there is no need for a heated tank of acid. The finish protects against rust and corrosion and is available in five colors.

DuraBrown Spray-On Browning recreates the look of rust browning found on antique guns, flintlocks and muzzleloaders. With DuraBrown, the rusty, antique look can be created in minutes rather than days.



(800) 955-4856

The Compact Carry from Wilson Combat was designed to meet the exacting height and weight requirements of the new “Compact Carry” Pistol (CCP) division of IDPA. This 9mm pistol has a magazine capacity of 10 rounds, with a 4-inch fluted barrel, height of 5.6 inches and width of 1.3 inches. It’s built on a Professional full-size steel frame for optimum service life and recoil control. The Compact Carry weighs 36.54 oz. when unloaded.



(866) 469-3080

Four new ZX5 riflescopes from MINOX provide magnification and a large field of view. Available with or without an illuminated reticle, the riflescopes make it possible to hunt even in twilight conditions. With a 30mm riflescope tube and 5X magnification, the new ZX5 line provides flexibility and precision for short- as well as long-range shooting distances. A smooth power adjustment and an easy-to-adjust rubber-armored eyepiece enable quick focusing on the subject. The inner components of the ZX5 models are protected by a shock-resistant body made of special anodized aluminum, commonly used in general aviation applications. Purging with argon gas prevents fogging and corrosion on the inside of the riflescope.



(239) 887-8004

The Boss is a concealed carry solution from Packin’ Neat for women with a larger purse. It allows them to access the firearm easily without having to go through all the contents of their larger purse, bag, backpack or tote. It is made of the same quality construction and durability as the Packin’ Neat Tactical purse insert and holster combination, but larger to accommodate more spacious purses.


Belly Band


(417) 732-5011

The modular Belly Band from CrossBreed Holsters has been redesigned. It incorporates an elastic band with a modular holster to provide comfort for the user, whether he or she is wearing jeans, sweatpants or shorts. The band is also outfitted with pockets for carrying extra magazines and handcuffs. The additional length of the band firmly secures smaller firearms and supports wider and heavier firearms.

Another CrossBreed holster is the Freedom Carry. It can be worn in several positions without sacrificing comfort. Additionally, it allows for carrying larger firearms in the appendix position, a unique feature not found in most holsters. The Freedom Carry is available for more than 300 different firearms, including those with lights, lasers and micro red dot sights. It is available in hand-dyed, black cowhide; premium, tan cowhide; and natural, tan horsehide.



(913) 362-9455

The IMR 4955 is an Enduron technology extruded powder. It’s a propellant with a built-in copper fouling eliminator unaffected by temperature variations. The IMR 4955 has small-sized grain for smooth flow through measures with a loading density and contains no ingredient considered damaging to the environment. It’s an ideal choice for such cartridges as the .270 Win, .25-06 Rem., .280 Rem., .300 Win. Mag. and more.



(520) 408-1944

VLTOR has developed the VLTOR Utility Rail, which combines the original CASV handguard’s ease of installation with the strength of the VIS polylithic upper. The rails drops into any M4 flat-top receiver without the requirement of special tools and allows for the use of any manufacturer’s sights. The top Picatinny rail is machined from 7075 T6 aluminum and is affixed to a 6061 T6 aluminum extrusion upper handguard. The lower handguard, manufactured from aerospace sheet metal, has integral heat shielding and can be removed to accept the mounting of an M203. The Utility rail also features the KeyMod mounting system, which allows for the installation of any KeyMod accessory.


PROSTAFF 5 3.5-14×50


(800) 645-6687

Nikon releases six new riflescopes with BDC Distance Lock Technology, a function located in the first focal plane, which allows the riflescope to maintain its scale and distance proportion on a target throughout the entire zoom range. This will benefit shooters using Nikon’s Spot On Ballistic Program and BDC reticles to compensate for bullet drop at extended ranges. With everything in the first focal plane, the aiming points provided by the Spot On application will be the same — regardless of what magnification the riflescope is set at. This is made possible because with a first focal plane riflescope, the reticle stays the same size in relation to the target. The riflescopes outfitted with the BDC Distance Lock function include: MONARCH 3 3-12×42, MONARCH 3 4-16×42, MONARCH 3 4-16×50, PROSTAFF 5 3.5-14×40, PROSTAFF 5 3.5-14×50 and PROSTAFF 5 4.5-18×40.


(208) 542-0113

Designed by Mark Hazen, the TOPS Knives’ Legion has an overall length of 11.5 inches with a 6.5-inch blade. It’s made from 1095 HC steel and has a Black Linen Micarta handle. The Tac TOPS has an overall length of 11 inches, with a 7-inch blade. Using 1095 steel, it’s finished with black-traction coating. The Tac TOPS was designed by Colin Despins and also has Black Line Micarta handles.


Smart ABDO


(321) 639-4842

The Witness Elite 1911 Polymer holds true to the classic 1911 design. Built by Tanfoglio in Italy and distributed in the US by European American Armory (EAA), the pistol’s technical characteristics as well as its dimensions are the same as the traditional steel frame 1911. However, it’s made of polymer. Thus, the Witness Elite 1911 is lighter and its frame slimmer. This allows for a tighter grip and control and helps minimize recoil. Like the original, the pistol is in .45 ACP and has an extended beavertail as well as a beavertail safety. The Witness Elite 1911 has an overall length of 8.58 inches and weighs 32 oz.

EAA has also begun development on the Smart ABDO. This version will include GPS tracking, remote locking/unlocking abilities and a device alarm among other features.


R11036 Jackknife


(800) 844-3034

Two knives have been added to Remington Cutlery’s Bullet series: the R11035 and the R11036. They both feature the traditional Remington cartridge shield embedded in the handle.

The larger R11035 Trapper has a 3.75-inch clip blade and a 3.75-inch spey blade, both made of 440 stainless steel. The 5.25-inch handle is Amber Jig Bone, with brass liners, and nickel silver bolsters and pins. It weighs 6.4 oz. The compact R11036 Jackknife has a 2.875-inch spear-point blade and a 1.625-inch pen blade, etched to celebrate Remington’s 200th Anniversary. The 3.5-inch handle is Green Jig Bone and has brass liners, with nickel silver bolsters and pins. Only 5,000 of these Limited Edition Bullets will be made for each model.



(866) 611-9576

CAA Command Arms is the U.S. importer of the Israel-based Hartman MH1 red-dot reflex sight — an advanced tactical sight with a large field of view to greatly improve target acquisition and situational awareness. Built to Mil-Std-810F specification, it’s waterproof up to 20 feet. The MH1 Red Dot Reflex Sight offers an enhanced reticle; accessible, angled ambidextrous activation buttons; a smart battery and more. The MH1 is also night vision compatible.



(877) 425-4867

The Advisor M1 Pistol from Inland Manufacturing is modeled after the modified M1 carbines, developed in response to the need for a lighter rifle for the U.S. military in the 1940s. The 2016 Inland Advisor features a 12-inch barrel with a type-2 barrel band, adjustable rear sights, push button safety and a round bolt. It has a modified M1A1 stock made of “low wood” walnut minus the wire portion making the Advisor a legal pistol. Its barrel flash hider is conical and threaded to allow the use of accessories with the same threads. The Advisor includes a 15-round magazine and utilizes a 30-round magazine catch for high-capacity magazines.
By Jazz Jimenez & Jade Molde

See More New Products


Click To Read More Shooting Industry January 2016 Issue Now!

Colt Rebuilds Commercial Business, Sets Bold Goals

The message coming out of Colt’s Manufacturing these days is laser focused on the future: Strong commercial sales growth, right-sizing product mix, refining distribution, enhancing dealer programs and creating a better customer experience.

Yes, the company has undergone financial challenges, filing Chapter 11 in June, but that’s not the focus of company executives.
“We’ll grow our commercial business north of 20 percent in 2016,” said Paul S. Spitale, who joined Colt earlier this year as senior vice president of commercial programs. “We’re excited about the future of our commercial business.”
Spitale says Colt has a lot of room for growth.

“Colt plays in only 12 percent of the available commercial market. That fact is not lost on us, or our investors. So, as we build a new company that comes out of bankruptcy, we have a great opportunity to drive a new business with new models and a new level of capital infrastructure. It’s going to be very strong.”

This is not a new message from Spitale; he’s been delivering it since earlier this year.

“As I said to everyone at the NRA Annual Meeting [in April], we’re going to grow this business two and half times in the next three to four years. We stand by that,” he said.

No easy task. However, the company has already made progress.

“When I joined the company, I had a number of priorities to rebuild our commercial business. One was to rationalize the product assortment and to make sure we were getting people what they were looking for. We did that early on. We went through a lot of work to make sure we had the right models, and secondarily, that they we’re priced at market pricing,” Spitale said.

Then the company addressed marketing.

“We eliminated some distribution; we also announced the Stocking Dealer Program to solidify and to ensure more customers got the right experience,” Spitale said.

There is also the company’s messaging.

“All our ads [publications, website] carry the message: ‘Built One At A Time, Proven Every Round.’ We want that to be consistent among all commercial touch points,” Spitale added.

Had To Change

To attract more sales, Colt devoted a lot of resources to its product mix and pricing.

“We spent almost $1 million in rightsizing our product assortment and price points. We took out some models we should probably never have produced. In the past, when a customer came in to to buy a Government Model, there wasn’t a very well thought-out MSRP. That product is now indexed everyday at $799. We went to our distributing partners and price protected them for the inventory they already had and announced new price points: $799 for a Government, $899 for a Defender and $499 for the Mustang. These are the right kind of wheelhouse price points our consumers were looking for,” Spitale said.

These and other changes were motivated by a visit Spitale made to 42 dealers in April.

“Only two of the dealers had Colts on their store floor. The problem we had was if someone called our customer service and asked where they could buy a Colt, we couldn’t point them to a dealer with confidence. If they did go to a dealer who didn’t have Colts, they’d often heard, ‘I can get you one if you want, but I can sell you one of these from Springfield Armory, Ruger or Smith & Wesson.’ That was incredibly damaging to our brand, basically, not having been in commercial spaces for 20 years, as much as we should have been. We had to change that,” he said.

In May, the company launched the Colt Stocking Dealer Program. To qualify, dealers must have a retail establishment with hours open to the public and display a minimum of four Colt handguns and one rifle, with the same number in back stock. The program also requires Colt distributors to sell only to authorized Colt Stocking Dealers after Aug. 1, 2015, and Colt distributors and Colt would stop sales to “Internet-only dealers” and dealers without retail stores.

“Our original premise was if we could get 1,200 dealers who really supported our brand and carried just a basic assortment of Colts at the right prices we would do quite well,” Spitale said.

By September, nearly 2,600 dealers had signed up to be Colt Stocking Dealers.

“Obviously, dealers want to have the brand. I think many of these dealers appreciate we put a lot more emphasis back on the customer experience,” Spitale said, while pointing out the importance of choosing not to sell to dealers who don’t have traditional storefronts.

“To think someone who really isn’t invested in retail, isn’t invested in Colt in terms of its training and making sure the customer experience is great — the fact they take a sale from a legitimate dealer, that’s terrible,” Spitale said.


Through advertising, Colt delivers the company’s new branding
and reduced MSRP on its top-selling handguns.

Steps To Help

Has the program helped dealers sell more Colts?

“Yes, because our name is out there. Our listing on the [Colt] website has helped. There have been several people call who say, ‘We saw your name on Colt’s website and we’re in your area,’” said Lee Keltner, who handles sales and gunsmithing at Wiley Guns in Willis Point, Texas.

“Colt is taking steps to help us. They’ve cut out someone who wasn’t inventorying their guns. It keeps that guy from undercutting you when he’s not truly participating in the business,” said Todd Vance, owner of Vance Outdoors Inc. in Columbus, Ohio.

“The biggest thing I picked up from the program is the pricing for Colt firearms from distribution is more consistent and a tick less than it was before. That [pricing] allows me to lower some of my prices to the consumer and still make a good percentage,” said Karl Durkheimer, owner of North West Armory in Portland, Ore. “I think they have a good start on the program, but I think there is a little bit more they can do.”

Spitale says Colt is already working on enhancements to the program. One already underway is the Falls Carry Days promotion, which runs through the end of this month.

“That consumer promotion won’t be executed outside of our stocking dealers, so, if someone is able to get our products through an unauthorized means, they will not be able to offer the promotion. That’s the first; there are other things we’re considering, which I can’t announce right know, but we’re looking to announce sometime in the spring,” he said.

Spitale says he has a message for Colt Stocking Dealers.

“Thanks for saying, ‘Yes’ to Colt and being a part of our Stocking Dealer Program. I can’t tell you how important this is because our commercial business is going to get stronger and stronger. We’re producing almost twice as many handguns as we were back in April, and we’re going to show new models at the SHOT Show. We’re excited about the future of our commercial business,” Spitale said.

For more information on Colt’s Stocking Dealer Program, visit Visit Colt at the 2016 SHOT Show: Booth 12529.


Welcome To The New Business Year

At Shooting Industry, we’re dedicated to presenting a heavy arsenal of business-boosting information to start business year 2016. This issue is the first of a two editions devoted to the New Business Year. There are plenty of tips for building business, insights on the New Year, hundreds of 2016 new products and more. In January, we’ll provide additional insights into 2016 and its challenges, along with updated information on SHOT Show 2016, the show’s exhibitor list and our pullout floor map, along with hundreds of additional 2016 new products.

If you’re attending SHOT Show 2015, stop by FMG Publications’ booth (16327). We’d like to shake your hand and learn from you what it will take to be successful in the New Business Year. We’ll also be giving away thousands of extra copies of the December and January issues of SI, our SHOT Show floor map, along with copies of our sister publications, American Handgunner and GUNS Magazine.


Perfect Giftwrapped Ammo

Dealers, Winchester Ammunition knows how to giftwrap a Christmas gift for your customers. Winchester Service Grade .45 ACP in a special wood box is a perfect gift — no additional giftwrapping needed.

Packed in a military-style collectible wood box are 200 rounds of .45 Auto 230-grain FMJ. The rounds are packaged in 50-round plain cardboard boxes, similar to those many of us remember opening on military handgun ranges or tearing into in far-off places. No high-tech images or logos needed. The boxes are perfect.

Make some calls and see if any of these special boxes are still available. Your customers will love them.



We received a lot of news releases just before this past Labor Day, many of them saluting American work ethic and ingenuity.
None of the releases reflect those qualities more than the one featuring Lew Danielson, Crimson Trace founder. In the picture frame is Lew’s original guiding principles and business plan for the company. It outlines the creation of quality products backed by world-class customer service. That was in 1994. By all measure, Lew has done what he set out to do, and more.
Salutes, Lew.
By Russ Thurman

Read More Industry Watch Articles


Click To Read The Shooting Industry December 2015 Issue Now!

2016 New Product Showcase

Ignite Early-Year Sales With These New-For-2016 Product!

With the introduction of hundreds of new products in a variety of categories, manufacturers have launched the New Business Year. Dealers, take a look at the must-have products in this Showcase and consider contacting your distributors, sales reps or the manufacturers directly to drive your early-2016 sales. If you’re attending the SHOT Show or other industry trade shows, we encourage you to stop by the company’s booth to see these products firsthand or visit their website.

Along with the 2016 SHOT Show preview (pg. 42), the Universe’s Greatest Buyer’s Guide (pg. 76) and the first half of this two-part Showcase, Shooting Industry is committed to help boost your 2016 sales. Next month, we’ll present the second half of this Showcase, along with additional New Business Year-focused articles.


(805) 227-2600

Weatherby introduces the New Mark V, which features the first significant refinements of this rifle from its introduction in 1958. The New Mark V stocks have been physically enhanced with a slimmer forearm and sharper lines and contours. The grip diameter has been reduced, a slight right-hand palm swell has been added and overall weight decreased. It features the new Weatherby LXX Trigger, which can be adjusted down to 2.5 lbs.

Weatherby also introduces the 6.5-300 Weatherby Magnum cartridge. There will be three different options in loaded ammunition. Using Barnes and Swift bullets, the loads range form 3,531 fps to 3,395 fps at the muzzle. The 6.5-300 Weatherby Magnum will be chambered in the New Mark V family of rifles and in the Accumark, Accumark RC and Ultra Lightweight models.


(800) 891-3600

The Woodland Whisper II Plus, a bluetooth-style ear bud, is a discreet hearing enhancement and amplification device. Users can hear sounds up to 100 feet away. The Woodland Whisper II Plus not only aids hearing, it provides noise suppression from loud sounds as well. The device has an easy-to-use volume control and its battery is easy to access. The Woodland Whisper II Plus comes with two batteries, multiple ear tips, two ear hangers and a felt carry case.


(503) 526-1400

Leupold introduces the VX-3i, which optimizes performance by improved light management. It’s designed to deliver more than just light transmission and the Twilight Max light management system balances light across the visible spectrum, leading to brighter and crisper images. A dual spring precision adjustment system provides match-grade accuracy adjustments, while maintaining its in-the-field ruggedness and durability. The VX-3i is available in a variety of magnification ranges.

The updated Vendetta 2 bow-mounted laser rangefinder boasts a faster software package, an improved mounting system and the ability to use it on a crossbow. With Leupold’s latest generation of range-finding software, hunters can range a target from full draw and the built-in True Ballistic Range (TBR) calculator automatically compensates for the shot angle. It can be mounted in any position on the bow, making it a good choice for right- or left-handed hunters on any model of bow.


(775) 828-0555

Legacy Sports’ Howa Mini Action Rifle is now chambered in .222 Remington. Considered to be a varmint cartridge, the .222 Remington is accurate and flat-shooting with a low-ballistic coefficient. It also has low recoil. The cartridge, paired with the Howa barreled actions, is ideal for target shooting or varmint hunting. The Howa Mini Action Rifle’s chamber and bolt are approximately 12 percent shorter than regular short actions. This produces a shorter bolt throw for faster reloads and less weight for the overall gun. Without a scope, the rifle weighs just 5.7 lbs. The Howa Mini Action Rifle has a 20-inch drawn barrel, a three-position safety and an HACT two-stage trigger. It is also equipped with 10-round, synthetic, detachable magazines and uses a lightweight composition stock in OD Green, Black or camo-dipped Kryptek Highlander.

The Holdfast Reticle is on the Nikko Stirling Diamond riflescopes available from Legacy Sports. The reticle was developed to assist hunters make quick and accurate long-range shots. A wide variety of ammunition can be accurately used with this reticle including .270 150-grain, 7mm-08 140-grain, .308 150-grain, .30-06 165-grain and .338 210-grain.


(508) 795-3919

Kahr Firearms presents four firearms for 2016: the CW3833TU, CT3833TU, DE44TU and DE50TU.

The CW3833TU and the CT3833TU are part of the Value Series Product line and are chambered in .380 ACP. Both have a trigger-cocking DAO, lock breech and Browning-type recoil lug. They also have a drift-adjustable white bar-dot combat rear sight and a pinned in polymer front sight. Their black polymer frame stainless slide has a Cerekote Tungsten finish (dark graphite gray). The CW380TU features a 2.5-inch conventional rifled barrel with an overall length of 4.96 inches. It weighs 10.2 oz. without the magazine. The CT3833TU features a 3-inch conventional rifled barrel with an overall length of 5.52 inches. Without the magazine, it weighs 11.4 oz.

The DE44TU and DE50TU belong to the Mark XIX variant of the Desert Eagle. Both are gas-operated semi-autos with 6-inch barrels weighing 72 oz. They have a length of 10.75 inches and a width of 1.25 inches. They come in Cerekote Tungsten finish (dark graphite gray) with black appointments.


(970) 460-2000

Hexmag is introducing a new color to its magazine lineup: dark gray. The Hexmag Dark Gray magazine will be available in 30-, 15- and 10-round capacities (shown with optional Hexmag grip tape). Made of reinforced polymer and bearing the signature hexagonal pattern, Hexmag magazines feature a highly visible anti-tilt follower and a heat-treated 17-7 PH stainless steel spring.

Also from Hexmag, the Advanced Tactical Grip in FDE is a pistol grip for MSRs. It features X-Tech Tactical’s patented adjustable receiver mount allowing for three angles of precision adjustment at 17, 25 and 33 degrees. It’s compatible with Hexmag’s Grip Tape in Black or FDE.


(800) 325-9568

SABRE Red announces the Pepper Gel Dorm/Apartment Kit and the RAINN Key Case Pepper Spray with Quick Release Key Ring. The Pepper Gel Dorm/Apartment Kit is ideal for college students. The kit’s Door Stop Alarm emits a 120-dB signal to alert residents and others in case of an uninvited entry. At the same time, it prevents the door from opening with its non-skid pad. The kit’s Pepper Gel with Flip Top meanwhile offers police-grade protection on the go with 25 bursts at up to 12 feet away. The durable key case with finger grip helps the user to aim the pepper spray in the right direction.

The RAINN Key Case Pepper Spray with Quick Release Key Ring offers police-strength protection with 25 bursts at up to 10 feet away. The key case has a finger grip for an accurate aim plus a quick-release key ring for immediate access when keys are in the ignition or door lock. Ten percent of all proceeds go to the Rape, Abuse & Incest National Network (RAINN).


(623) 434-7070

Galco Gunleather introduces a version of the WalkAbout IWB holster for revolvers. Carrying an HKS-style speedloader or a moon clip addition to the revolver, the WalkAbout provides a grab-and-go solution to the challenge of packing a reload. With an open top, the WalkAbout allows a fast draw, while the reinforced mouth allows a smooth and easy return to the holster. It can be worn in either strong-side carry or appendix carry configurations. Constructed of premium Center Cut Steerhide, the WalkAbout fits belts up to 1.75 inches wide.


(866) 451-1726

The Apex Pant from 5.11 Tactical was designed in colloboration with end-users. It is made of Flex-Tac mechanical stretch canvas with a Teflon finish for use outdoors in a variety of terrains. The Apex Pant features the ability to carry six MSR-style magazines covertly, a CCW-ready comfort waistband with seven belt loops, an internal flex cuff pocket and hidden handcuff key pockets.


(860) 229-9994

The Stag 7-S and the Stag 7L-S are hunting rifles equipped with a 3x-9x powered scope. Manufactured by Stag Arms, the rifles are part of the company’s Stag 7 series specifically designed for hunting medium to large game. They have a 6.8 SPC SAAMI SPEC 2 chamber, a 20.77-inch heavy barrel with a 1/10-inch twist, and a target crown able to shoot 6.8 SPC ammunition. The Stag 7L-S is for left-handed shooters. The scope attached to the rifles is Nikon’s Active Target Special installed with Nikon’s one-piece scope mount.


(772) 776-5805

The .260 Remington 123-grain Sierra MatchKing is an accurate, medium-caliber load from Gorilla Ammunition. A flat-shooting and highly efficient cartridge, the .260 Remington has a flatter trajectory than the .308 Winchester making it ideal for long-range use. It has a muzzle velocity of 2,850 fps and muzzle energy of 1,135 ft/lb.


(763) 263-0166

Luth-AR introduces the MBA-3 Carbine and MBA-4 Carbine stocks. The MBA-3 adds up to 1 inch of height on the cheek rest and an additional 1 1/16 inches length of pull. It’s made of glass-filled nylon and weighs 18 oz. In addition, the MBA-3 has a flat bottom index setscrew to eliminate the rattle of a carbine collapsible buttstock and features three-axis movement for horizontal, vertical and lateral adjustments.

The MBA-4 is a stripped down buttstock that allows the shooter to easily add on the accessories they need, such as the cheek plate or butt plate assembly. Both the MBA-3 and MBA-4 are available in black, with FDE and pink coming soon.


(805) 529-7701

Working from blueprints provided by Dan Wesson Firearms, ActionSportGames introduces the Dan Wesson Model 715 Airgun Revolver. The .177 steel BB version replicates the look and function of the Dan Wesson 15. It comes in a stainless steel-style silver finish and can be loaded with six individual shells for realism. The barrel is pre-tapped to allow easy installation of the DW 715 rail mount, which is sold separately.

DW 715 Rail Mounts make it easy to customize the revolver with optics or lasers. CNC-machined from aluminum, the mounts are easy to install using the included screws. They fit all airgun and airsoft DW 715 models.


(303) 462-0662

Böker USA presents three knives by Lucas Burnley, Steve Kelly and Jens Ansø to the U.S. market.

The Böker Plus Kwaiken Tactical(top photo) by Lucas Burnley is a new version of Burnley’s Böker Plus Kwaiken. It features black coating on the blade, liners and hardware. It also has specially fabricated G-10 handle scales. The 3.5-inch VG-10 steel blade locks securely with the liner lock mechanism and the pocket clip allows easy carry. The knife has an overall length of 8.375 inches and weighs 4.2 oz.

The Böker Plus Scoundrel (middle photo) by Steve Kelly has a solid titanium grip that locks the 3.25-inch VG-10 blade securely. A Hinderer lock stop prevents the lock from over stretching. The knife has milled grooves and checkering on the scales and a harpoon-style blade shape. It has an overall length of 7.5 inches and weighs 4.7 oz.

The Böker Haddock Stag (bottom photo) by Jens Ansø is a titanium framelock with a modern pocketknife design. It has a contoured stag front scale mounted to a titanium liner. The titanium back scale and 3.375-inch N690 steel blade feature a fine satin finish. The knife also has a reversible pocket clip for easy carry. It has an overall length of 7.75 inches and weighs 3.9 oz.


(855) 843-1911

Cabot Guns introduces acoustical engineering to the S103 Commander 1911. Inspired by the “feeling” created by certain sounds, Cabot Guns introduces an auditory signature — now, racking the slide will sound like the high-speed shutter of a DSLR camera. Committed to the strict control of variables, Cabot Guns expects to soon offer additional acoustical engineering options to other models in its 1911 line.


All Leather Bench Bag


Weapon Rack

(231) 421-3810

The Benchmaster All Leather Bench Bag is made of 100 percent bison leather. The leather’s distinctive grain makes each bag unique. Double stitched to keep it from leaking, the bag has an easy-to-use spout which allows it to be easily filled or emptied. The bottom is made of water-resistant and anti-skid material to ensure stability.

The Benchmaster Weapon Rack is designed to hold 12 pistols safely and securely yet still allow rapid access. Lightweight and highly resilient with great shock absorption capabilities, the rack will accommodate pistols of any caliber with or without magazines. It is resistant to chemicals, rot, mold and mildew.


(805) 430-8196

The Gun Conditioning Oil from Molecular Advantage (MOA) is an ideal protectant for guns. It is inert so it won’t react negatively when applied to any metal, plastic, synthetic, rubber or wood components. The MOA conditioning oil is designed to infiltrate deeply into the pores of the gun metal, push out debris and form an impenetrable lubricant layer to protect the surface.


(660) 827-6640

The .32 Auto is a light and compact semi-rimmed pistol cartridge used in small pocket pistols and a few revolvers. Manufacturers currently chambering guns in .32 Auto include Kel-Tec, North American Arms, Century Arms, Taurus, Beretta and Bersa. The .32 Auto is becoming popular today as a target cartridge because it’s chambered in bullseye pistols such as the Pardini.


MeoPro 6.5-20×50 HTR


MeoPro 8×56 HD

(800) 828-8928

Meopta has added the 6.5-20×50 and 6.5-20×50 HTR to the MeoPro riflescope line. Designed for long-range and precision shooting, these scopes feature a powerful magnification range and side turret parallax adjustment. The MeoPro 6.5-20×50 is ideal for hunting predator, varmint or big game at long distances, and its HTR variant for long-range hunting, tactical applications and target shooting. Both models come in four different reticle options to meet a variety of shooters’ needs: Z-Plex, BDC, McWhorter HV and Windmax 8.

Meopta extends its MeoPro HD binocular series with the MeoPro 8×56 HD. It features MeoBright multi-coated lenses for use in extreme low-light conditions and to deliver clarity and edge-to-edge sharpness. The lightweight magnesium chassis is built to withstand the rugged conditions of the field and, the sculpted, shockproof, rubber-armored exterior is comfortable to hold for extended periods of glassing.


(205) 655-8299

The R15 is a bolt-action rifle in grade-1 walnut wood stock or in fiberglass-reinforced, black synthetic stock. Manufactured by Merkel Arms, the R15 features a cold-forged and precision-machined receiver and a full-bodied bolt. Its 60-degree bolt throw easily glides in the receiver for fast follow-up shots. Both versions are available in standard and magnum calibers: .243 Win., 6.5x55mm, .270 Win., .308 Win., .30-06 Sprg., 9.3x62mm, .300 Win. Mag. and 7 Rem. Mag. The walnut R15 weighs 7 lbs., 4.4 oz. while the synthetic weighs 6 lbs., 9.8 oz.


(555) 657-6338

The 1911 Commander Heritage Pistol from Turnbull follows the lines and look of the classic 1911 pistol. It features a blued slide, Nitre-blued parts and a frame with Turnbull color case hardened finish. The 1911 Commander Heritage Pistol weighs 34.5 oz. unloaded, 42 oz. fully loaded. It has seven rounds in the magazine plus one in the chamber. It has a 4.25-inch barrel with an overall length of 8 inches. It joins the company’s family of 1911 pistols including the BBQ line and the Turnbull Commander Custom.


(800) 654-5992

SKB Corporation’s iSeries 3-Gun Competition Case (3i-5014-3G) is injection molded, watertight and can safely store up to three guns. This makes it ideal for 3-Gun shooters as they can travel with only one case instead of three. Made of polypropylene copolymer resin, the 3i-5014-3G is waterproof, dustproof and resistant to corrosion and impact damage. Its interior features a 2-lb. density closed cell foam with a multi-layer divider with 17 accessory cavities for shells, eye and ear protection, tools, charging handles, pistol mags and a belt. The 3i-5014-3G holds shotguns up to 48 inches long and scoped rifles up to 39 inches long with an adjustable cutout foam to accommodate shorter lengths.


(805) 239-1440

Hogue’s lightweight EX-F02 Fixed Blade is specifically designed for the outdoorsman. In black and hunter orange, it’s offered in clip-point and tanto style blades made of heat-treated A2 tool steel. The EX-F02 comes with a fitted, ambidextrous, polymer sheath that is MOLLE compatible. Its handle is made of a polymer/Overmolded rubber hybrid with a finger detent and a recess on the tail end. Other features of the EX-F02 include a large stick tang, a broad top edge and a serrated thumb ramp.


SCH503B Sure-Lock Folding Knife

(800) 251-0254
Schrade Knives debuts the SCH503B Sure-Lock Folding Knife, which features a Black AUS-8 high carbon, 3.64-inch stainless steel drop-point blade. It has ambidextrous thumb knobs and thumb ramp jimping, grey aluminum handle with black rubber inserts, a lanyard hole and pocket clip.

The SCHA12B M.A.G.I.C. Dual Action Manual & Assisted Opening Liner-Lock Folding Knife has a titanium-coated AUS-8 high carbon, 3.42-inch stainless steel drop-point blade with an overall length of 8.12 inches. It also features a reversible pocket clip, lanyard hole and titanium-coated aluminum handle with manual/assist switch and thumb jimping.


(800) 828-8809

An improved version of SureFire’s X300 Ultra WeaponLight for handguns and long guns is now available. The X300U-B produces an additional 100 lumens from its solid-state LED, generating a maximum output of 600 lumens, an increase of 20 percent over that produced by previous X300 models. It also features the T-slot mounting system found on laser-equipped X400 WeaponLights, so the X300U-B attaches to a wider range of firearms. The beam produced by the X300 Ultra has a wide reach for long-range use yet produces enough surround light to accommodate peripheral vision. Constructed of hard-anodized aerospace aluminum, including the T-slot mount itself, the WeaponLight’s O-ring and gasket are sealed to keep out moisture, dust and debris. Universal and Picatinny crossbar wedges are included for installation to rail-equipped handguns and pistols.


(631) 963-5000

The HookUpz Smartphone Telephoto Lens Adapter (IC-918) connects with smartphones up to 3.2 inches in width to the included 6X telephoto monocular. Users can easily take pictures or video through the monocular and text/email friends. A tripod is included to ensure clear photos and videos.


(618) 258-2000

Winchester Ammunition debuts USA Forged steel-cased pistol ammunition, built for price-sensitive shooters. It’s 100 percent American-made and is safe for use in all firearms — using the same bullets, primers and powder as all other Winchester products. It’s safe for use at all ranges, with no steel in the bullet.

The Super Clean pistol line is lead-free, featuring zinc core FMJ bullets with lead-free primers. Initial offerings are in 9mm with a 90-grain ZFMJ and .40 S&W with a 120-grain ZFMJ.

In rimfire, the Power-Core line has a lead-free .17 WSM cartridge, delivering 2,875 fps velocity. It has a 20-grain solid copper hollowpoint bullet. The M-22 Subsonic line is available in .22 LR and features a 45-grain blackened lead round nose and low muzzle flash. It’s suppressor-friendly and functions in semi-auto rifles.

Winchester has expanded it’s Varmint X line, now offering a 3-inch 12-gauge load with 1.5 oz. plated BBs. This new load features Shot-Lok technology for ultra-tight patterns and deep penetration at 1,300 fps. Winchester has also expanded its Deer Season XP line with three new calibers: .30-30 Win., 7mm-08 Rem. and 300 Blackout.

Celebrating its 150th anniversary, Winchester is offering commemorative items with unique foil-embossed cartons, with .270 Winchester available in the first quarter and 12-gauge, 3-inch #2 Waterfowl in the second quarter 2016.


(763) 479-4091

Viridian introduces the Weapon-Mounted Long Range Illuminator Series. The V300 Model boasts a 370-yard range and features a motorized Power Zoom focus lens; the V200 Model has a 300-yard range and provides the user with a seven-position manual focus lens and the V100 Model will reach out to 200 yards and has a fixed-focus lens. The three styles are available in four LED colors (Green, Red, White or IR Infrared) for 12 models total.


(425) 771-6230

SOG Specialty Knives & Tools is launching its 30th anniversary with commemorative fixed-blade and folding offerings: the Tech Bowie (top knife) and Trident (bottom knife). The Tech Bowie features a 6.4-inch blade with a Kraton rubber handle. It’s made with AUS-8 steel. The Trident will be SOG’s folding version of its commemorative knife. It features SOG’s patented SOG Assisted Technology for a quick and smooth opening, a 3.75-inch AUS-8 steel blade and a seatbelt cutter built into the handle. Both knives feature tiger stripe camouflage, a homage to the pattern used by the MACV-SOG group.


(402) 705-6000

The Predator Quest Cottontail Deluxe and the Jack Rabbit Deluxe calls — designed by predator-hunter Les Johnson — are ideal for calling in coyotes, foxes, bobcats, wolves and mountain lions. The calls imitate the high-pitched whimpers and screams of a cottontail rabbit and the gravelly, course screams of a jackrabbit, respectively.


(678) 943-8035

Honor Defense introduces a family of striker-fired, concealed-carry pistols which can handle +P loads: the Sub-Compact 9mm, the Sub-Compact 9mm with manual safety and Sub-Compact 9mm with FIST frame. The pistols have a wide-face trigger with a 7-lb. pull and a short reset for a quicker second shot and better control. They have an ambidextrous slide and magazine catch and can also be fitted with an ambidextrous manual safety lever. Honor Defense pistols feature a modular system with a stainless steel chassis, a custom texture design to provide better grip and replaceable back straps to allow customization.


(855) 339-5437

The 12-ga. to 40mm SKYNET and SKYNET+ drone defense ammunition are part of a one-of-a-kind drone defense product lineup from Advanced Ballistic Concepts. Both will be available to military, law enforcement as well as civilians for use as ballistic countermeasures against threats delivered by civilian drones. The SKYNET and SKYNET+ ammunition have up to a 5-ft diameter net.


(909) 445-8168

The 3×30 AR-X PRO from Barska is a prism scope system for L.E. and military applications. It features a newly designed Cross-Dot Reticle, which can be switched between red, green or blue. The brightness of the reticle can also be adjusted to better match the current lighting environment. The 3×30 AR-X PRO is housed in thick protective rubber armor, which prevents any damage from shock or impact. External adjustable windage/elevation turrets make it easy for the user to make quick corrections to scope settings.


The WX Valor (bottom photo) from Wiley X features a Realtree Xtra camouflage frame. This frame is paired with Wiley X’s versatile Smoke Grey lenses, providing shooters and hunters with clear vision over a wide field of view and for wear under a range of sky and light conditions. Its lightweight half-frame design fits comfortably on small to large head sizes.

The WX Rebel Active Series (top photo) model will be available with a Realtree Xtra camaouflage frame, paired with Wiley X’s polarized Smoke Green lenses. As a member of Wiley X’s popular Active Series line, the WX Rebel is designed for active outdoorsmen and women. The lightweight, comfortable frame is ideal for medium to large head sizes and features soft rubber nose and temple grips to ensure a snug fit during strenuous activities and hot, sweaty conditions.




Performance Center M&P Ported

(413) 781-8300

Smith & Wesson introduces a machine-engraved SW1911. Chambered in .45 ACP, it showcases decorative machine engraving on the left and right side of the stainless steel slide and frame. The intricate line work extends across the pistol’s 5-inch barrel. It features a glass bead finish and rosewood-colored grips. The SW1911 weighs 39.8 oz. unloaded, with an overall length of 8.7 inches.

The Performance Center M&P SHIELD is now available with factory ported barrel and slide for its 9mm and .40 S&W models. Engineered on a high-strength polymer frame measuring 0.95 inches, the Performance Center M&P SHIELD is standard with a 3.1-inch factory-ported barrel and has been updated with fiber optic sights and an enhanced trigger.

Two versions of the M&P pistol will now be sold with an additional threaded barrel. The 9mm variants, which include the Performance Center M&P Ported and the Performance Center M&P C.O.R.E., allow owners to attach a suppressor without the need for tools. The additional threaded barrel that comes with both pistols adds $175 of retail value and a thread pattern of 0.5-inch-28-2A.


(800) 256-8685
The CCI Copper-22 has a California-legal bullet, which is constructed from a unique mix of copper particles and polymer compressed into a 21-grain hollowpoint bullet. Combined with CCI’s priming and propellant, Copper-22 loads achieve a muzzle velocity of 1,850 fps and provide accuracy.




(979) 820-3267
The Versacarry Versacarrier is a patented device for carrying a spare magazine. It installs like a standard round, between the last cartridge and the magazine’s feed lips for secure, lightweight carry. When needed, the user can draw the magazine and the carrier will compress to pass through the magazine’s feed lips. It works for IWB or OWB carry.

The Protector Series is an OWB holster handcrafted in the U.S. from premium English Bridle leather. The holster comes semi-shaped to expedite break-in and conforms to the user’s waistline. Its design keeps the pistol’s rear sight from irritating the wearer’s side. This holster is available in right-hand configurations only.


(816) 241-8500

Midland’s E+READYSeries is a complete line of radios to help the public prepare for just about any emergency. The series includes: the Emergency Crank Radio ER210, Emergency Crank Radio ER310, Midland Weather Alert Radio EH55VP and the Emergency Two-Way Radio EX37VP. All are portable and rechargeable communication options in case of an emergency.

Emergency Crank Radios ER210 and ER310 will give updates on incoming severe weather with their digital AM/FM and weather-band radio equipped with NOAA Weather Alert Radio capabilities. Efficient and compact, the radios have a built-in flashlight with SOS and strobe functions. These two models can also run using an ergonomic hand crank.

The Weather Alert Radio EH55VP features weather alert radio capabilities with the highest sound quality available. The EH55VP has S.A.M.E. technology, the ability to program and receive alerts and warnings specific to a particular location.
The E+READY Emergency Two-Way Radios (EX37VP) deliver crystal clear transmission, reception and sound quality. They have eVox hands-free operation and come with a mini-emergency case complete with flashlight and whistle.


Navy Arms Lightning


Navy Arms Parker-Hale Whitworth

(304) 274-0004

The Navy Arms Lightning features a stock made from hand-selected, Grade 1 American Walnut, checkered at the wrist and forend. The receiver and furniture are bone-charcoal color case-hardened in the U.S. and accented with Nitre-blued screws and a high-polish blued full octagonal barrel. The Navy Arms Lightning has a unique coil-spring extraction system that ensures fast, high ejection of spent cartridges. Sights are semi-buckhorn rear and gold-bead dovetail front sight. It’s available in both 20- and 24-inch models and in .45 Colt and .357.

The Navy Arms Parker-Hale Whitworth features an American walnut stock, which has the round “Parker-Hale” stock cartouche and is checkered at the wrist and forend. Bone charcoal color-case hardened hammers, locks and barrel bands are all hand-finished in the U.S. It also has a precision hammer-forged .451 hexagonal-bored barrel to ensure consistent accuracy at long range.


(631) 841-6300

The DeSantis Slim-Tuck (Style 137) is a minimal, ambidextrous IWB holster fashioned from Kydex. It uses the DeSantis’ tuckable 360 clip which allows the wearer unlimited mounting options. The Slim-Tuck is precision-molded from sturdy Kydex sheets with hardware that can be easily reversed from right to left. It is available for many concealable handguns.



The C.C.S. (Covert Carry Sling) is the newest member of the Badlands Black Tactical lineup of packs. At just under 1,000 cubic inches of total storage, the C.C.S. is equipped to hold everything from a laptop to shooting range supplies. The reversible sling strap design, coupled with the Badlands AirTrack Suspension, ensures a comfortable carry. Featuring Schoeller aramid fabric, the C.C.S. is extremely lightweight and durable. It is available in Gunmetal Gray and Serengeti Brown.


(800) 535-4213

The MAGNA T5 is a magnesium 1911 from Ultimate Arms. A government model, the Magna T5 weighs 20–25 oz. and has a G-10 grip with a built-in mag well. It also comes in a match-grade model with no accessory rail.


(781) 541-6900

ThermaCELL introduces the Max Life Repellant Mat, which provides 12 hours of protection from mosquitoes, black flies and no-see-ums. The Max Life Mat works with the entire collection of ThermaCELL products, including repellers, torches and lanterns. It’s heated with a butane cartridge, which vaporizes the repellent for effective, fast coverage. The Mat will create a 15-ft. by 15-ft. zone of protection.


(605) 347-4544

CORBON introduces the MPR-Multi Purpose Rifle Ammunition for personal use at home or the shooting range and in the field. The bullets in the new MPR feature a guilding metal jacket with a specially formulated lead core and a green acetal resin tip. The tip along with its boat tail reduces drag and improves ballistic coefficient. This in turn creates more reliable feeding in magazine-fed firearms. The new CORBON MPR ammo also provides rapid explosive expansion without excessive penetration, making it ideal for self-defense and for humane kills on varmints and deer-sized game.



Sneaky Pete Holsters has expanded its product choices by creating a new material: camouflage. The Camouflage Nylon Holster is made from the same high-quality ballistic nylon as other Sneaky Pete models. It’s available in a wide variety of size options.


(503) 783-5333

The LG-350 and the LG-350G are Crimson Trace’s newest Lasergrips. They have a unique two-surface design created to fit S&W’s J-Frame Round-Butt revolvers. Both feature Crimson Trace’s new Shock-Stop System technology with softer rubber panels on the front and rear segments to increase the shooter’s in-the-hand comfort, enhance control and reduce felt recoil. The Lasergrips’ middle section is more rigid to enhance stability and the interior has specially designed recoil chambers that run up the inner spine of the grip. The LG-350 features a red laser while the LG-350G has a green laser diode. Both can be installed easily and quickly with just a screwdriver. No special holster is needed to activate the laser sights.


(413) 568-7001

Savage Arms introduces the Model 42 Takedown (bottom photo), a shotgun/rifle combo firearm that breaks down with a simple push of a button. This combo gun fires rimfire rounds from the top barrel and .410 bore shotgun shells from the bottom. It’s available in .22 LR over .410 or .22 WMR over .410. The barrel is matte black to prevent glare and the synthetic stock is waterproof. It also comes with an Uncle Mike’s Go Bag, which has MOLLE loops, a robust carry strap and several pockets for ammo and gear.

In magnum rimfire, the A17 .17 HMR Target Models (top photo) are available in a Sporter Thumbhole and Sporter option. Each features gray wood-laminate stocks, heavy target barrels and a delayed-blowback action to ensure safe, reliable cycling.

Savage has also added new stainless barrel and hardwood stock options to the Axis II line, with the Axis II XP Stainless and Hardwood models. It features the AccuTrigger system and a boresighted Weaver Kaspa 3-9x40mm riflescope. Both models are available in .223 Rem., .22-250 Rem., .243 Win., 7mm-08 Rem., .308 Win., .25-06 Rem., .270 Win. and .30-06 Sprg.

The 16/116 Lightweight Hunter is for hunters in the deep country; it tips the scales at 5.65 or 5.8 lbs., depending on the caliber. It also features a rugged synthetic stock and 20-inch stainless steel barrel. The 16 Lightweight Hunter is available in .223 Rem., .243 Win., 7mm-08 Rem. and .308 Rem., while the 116 Lightweight Hunter is available in .270 Win.


(972) 8 648-8001

Maglula offers four more shades of the UpLULA 9mm-.45 universal pistol magazine loader. Made of polymer, the UpLULA is a military-quality loader that works with both single- and double-stack magazines. No adjustments, inserts or spacers are needed. Purple is the newest offering, along with DarkGreen, OrangeBrown and Lemon. With these bright colors, the UpLULA will stand out in range bags and are available at the same price point as the black UpLULA loader. Maglula Ltd. Israel manufactures the UpLULA.


(703) 288-3500

FNH USA announces the FN Military Collector Series, a product line that features commercial variants of FN’s most iconic and historic military designs. The FN 15 Military Collector M4 is chambered in 5.56 NATO and has a 16-inch barrel with a 1:7-inch right-hand twist. It features a Knights Armament M4 Carbine Rail Adapter System (RAS) with rail adapter covers on the forearm. The collapsible, six-position buttstock provides an adjustable length of pull of 11 to 14.25 inches. The FN 15 Military Collector M4 weighs 6.64 lbs. and comes with an aluminum 30-round magazine.


(877) 945-6837

Huntworth has added a men’s mid-weight pullover to hold heat for the early 2016 hunting season. The #9074 Men’s 1/2 Zip Performance Fleece Pullover is a 230-gram, four-way stretch performance fleece that provides flexibility and durability for active hunters. The interior uses ceramic print technology to keep cold out via the “HUNTWORTH” print pattern laminated inside of the pullover. It features a zippered left arm shoulder pocket, which will accommodate a large cell phone like the iPhone 6 Plus. It’s available in M, L, XL, XXL and XXXL.


(336) 237-1943

N82 Tactical has expanded its Mag Carrier line to include single-stack models for .22- up to .45 ACP-caliber handguns. The SS (Single Stack) Series carries magazines for a variety of handguns, including the GLOCK 42 and 43, Ruger LC9 and LCP, Springfield Armory XD-S in 9mm and .45 ACP, Taurus TCP and all 9mm and .45 ACP single-stack 1911s.


Clever Girl




OC3 fixed-blade

(503) 685-5015

Designed by Pat Cascio, the OC3 fixed-blade knife has a blade length of 6.072 inches with a plain edge, finished with a black powder coat. The handle is polished resin infused fiber. With an overall length of 10.938 inches, the OC3 weighs 8.3 oz. The Clever Girl features a 4.6-inch blade, with an overall length of 10.125 inches. Designed by Austin McGlaun, the Clever Girl has a G-10 handle and weighs 6.3 oz. The Pangolin by Ryan Johnson of RMJ Tactical has an overall length of 6.75 inches and weighs 3.4 oz. The plain-edge blade measures 2.975 inches and has a black powder coat finish. All three models come with a glass-reinforced nylon sheath.


(281) 777-0316

The BR4 Trident from Battle Rifle Company is designed for MARSEC (Maritime Security) operations and shipboard use. It’s available with an 11.5- or 16-inch barrel in a 1:7-inch twist, which also includes a 416S Stainless Steel Hi-Temp Cerakote finish that’s Cyrogenically-treated. The Hi-Temp Cerakote finish is also included on the upper and lower receivers, buffer tube, forearm quad rail and the front sight base. All components are coated with Nano Technology to ensure a watertight seal to prevent rust and corrosion due to wet environmental conditions.


(877) 247-4867

Airforce Airguns introduces the Model 94 Shooting Kit, which comes with a 4×32 scope and BKL rings. The Model 94 is a single-shot, synthetic stock break barrel air rifle available in .177, .22 or .25 and weighs 7.5 lbs. Depending on pellet weight, it delivers a muzzle velocity of 1,100 fps. It features a fiber optic front sight, an adjustable rear sight and adjustable trigger.


(231) 229-4247

The Bohning Company has released a new vane specially designed for use with crossbows. The Bolt Vane measures 3.5 inches in length, 0.5 inches in height and weighs 11.5 grains. It’s made with a new, highly durable and rigid material meant to withstand the abuse when shot out of high-speed crossbows over long distances.


(888) 223-3006

Sierra Bullets introduces the 7mm 183-grain HPBT (#1983) to its MatchKing line of ammunition. A sleek 27-caliber elongated ogive and a final meplat-reducing operation give the 7mm 183-grain HPBT an increased ballistic coefficient for optimal wind resistance and velocity retention. This bullet is available in boxes of 100 and 500.


(434) 296-8600

Ashbury Precision Ordnance (APO) Mfg. has added the Super Magnum .408 and .375 CheyTac calibers to its line of Asymmetric Warrior (ASW) precision tactical rifles. The ASW rifles are based on the SABER VX, Ashbury’s octagonal geometry precision-manufactured bolt-action receivers. APO’s custom shop offers two specialized variants of the ASW in the new Super Magnum chamberings: the “K” and “ULR” models. The K model is a 24-inch barreled version designed for shooting at high density-altitudes. The ULR version (Ultra Long Range .375CT only) has a heavier barrel with a more rigid contour and faster twist rate.


Boone Messenger Bag


Jackson Carry-On Travel Pack

(800) 553-1098

The new Heritage Pack Collection from Browning Bags and Travel Gear includes the Boone Messenger Bag, Taos Commuter Day Pack, Jackson Carry-On Travel Pack and the Sundance Travel Kit. Designed for the traveling outdoorsman, the bags in the collection all have waxed Baumshell fabric, aluminum hardware and genuine leather trim.

The 1,200-cu in. Boone Messenger Bag and the 1,600-cu in. Taos Commuter Day Pack weigh 1.7 lbs. and 2.25 lbs., respectively. Both have a padded laptop and tablet sleeve and a travel-ready organizer. The latter is designed to easily attach Goal Zero solar panels to keep important electronics charged.

The 2,400-cu in. Jackson Carry-On Travel Pack weighs 2.5 lbs. and is large enough to carry a change of clothes for a quick trip. It comes with the Goal Zero ready pack which has a stow-away shoulder strap so it can also be used as a checked bag when flying. To quickly get through security at the airport, the pack can be unzipped and folded completely open to reveal the TSA approved laptop ready sleeve. This feature keeps the laptop in the bag as it passes through security.

The 110-cu in. Sundance Travel Kit is the right size for carrying important valuables or toiletry items when traveling.



Ravenwood International introduced an AR/22 Stock Kit for both standard and takedown models of the Ruger 10/22. The AR/22 Stock Kit puts an MSR spin on the traditional styling of the Ruger 10/22 and includes an aluminum forend, recoil pistol grip and six-position adjustable buttstock.


(607) 753-3331

Redding Reloading Equipment has created the Turret Stacker, a unique storage system for spare turret heads used on the T-7 turret reloading press. It allows reloaders to store multiple turret heads — two or three, depending on height — complete with dies adjusted and in place along with their corresponding bushings. The Turret Stacker features an anodized aluminum base in Redding Green, along with a blued steel, stacking spindle. The base is supplied with non-skid feet, which can be removed to reveal holes at each corner to give the user the option of mounting the unit to the bench with screws.


(660) 248-2293

CMMG presents the Mk47 KRINK muzzle device. New Mk47 models (AKS8 AR Pistol, AKS8 SBR and AKS13 rifle) come equipped with a KRINK muzzle device, which serves as a booster, flash suppressor, blast reducer and slightly reduces recoil.

The Mk47 AKS8 SBR has an 8-inch barrel, with a 9-inch RKM KeyMod Handguard, a Magpul CTR buttstock and Magpul MOE pistol grip. The Mk47 AKS13 has a 13-inch barrel with the KRINK muzzle device pinned and welded permanently to the end of the barrel to meet the 16-inch requirement for Title 1 firearms. It features a 15-inch RKM KeyMod handguard, Magpul CTR buttstock and MOE pistol grip.
By Jazz Jimenez & Jade Moldé

Read More Feature Articles


Click To Read The Shooting Industry December 2015 Issue Now!

Versatile Concealed- Carry Options For Women

Women’s CCW accessories have come a long way in the past few years. Recognizing the rise in women interested in self-defense, manufacturers have responded by offering more concealment products designed by women, for women. The options have evolved to incorporate more than just firearms — they now take into account a woman’s need for technology. There are many exciting CCW options, so let’s take a look at a few promising products.

Galco has always been a strong supporter of women in the shooting sports. Technology lovers will want the iDefense carry system, which is designed to protect a tablet as well as conceal a handgun. The iDefense safely secures a medium- or large-framed firearm and spare ammo with an elasticized nylon holster hidden within a lockable zipped compartment. A sturdy backing plate anchors the tablet, and it’s fully adjustable for tablet angle. The iDefense accommodates tablets up to 10 inches long, 7.5 inches wide and 3/8 inches thick. The iDefense measures 10x8x2.5 inches.


Galco Gunleather offers a variety of concealed-carry options,
including the iDefense (left) and CarrySafe Gen 2. These products
can be marketed for women, as well as men.

Another versatile product from Galco is the CarrySafe Gen 2. This holster, designed to turn any type of bag into a CCW holster, has an elasticized nylon holster — which attaches securely with Velcro to a stiff leather backing plate. An adjustable metal clip on the backing plate allows for customized ride height of the holster to accommodate different bags and draws. A reinforced thumb break retention strap secures the gun. This system is designed to work with all types of handguns. The included CarrySafe Accessory Carrier can be quickly and easily adjusted to fit a spare magazine, speed loader, speed strip, flashlight, pepper spray, and many other accessories. The CarrySafe is available for right hand draw in black.

Warm Up And Cool Down Options

Outerwear can be a part of women’s concealed carry plan as well. The SeV Annie Jacket from SCOTTeVEST sports 35 pockets, including a Rapid Access Pocket for a firearm and more. The jacket is designed to be both practical and fashionable without giving away its many features. A water-repellant black soft shell fabric allows for quiet movement and also conceals features like sleeve dagger pockets — for knives, flashlights or even pepper spray. Other features include a clear cellphone pocket, a tablet pocket and an RFID-blocking pocket to protect wallets and a passport.

Rivers West also offers CCW outerwear with the Women’s Full Metal Jacket. Designed specifically for fit and flatter women, two interior zipper pockets allow for crossdraw — while two exterior pockets are designed for strong-side draw. The Full Metal Jacket comes with one left- and one right-handed holster for a full-size handgun and even an extra magazine. A built-in shoulder harness helps distribute the weight of the gun and prevents snagging. A macro fleece exterior and waterproof/breathable membrane add to the wearer’s comfort. The Full Metal Jacket is available in black, olive or burgundy.

Warm weather CCW clothing options are also readily available to women.

UnderTech Undercover has tank tops and concealment shorts for women. These are compression-style garments worn under clothing and are made of fabrics designed to cool. The tank top features holsters on both sides of the body, making it ambidextrous and able to carry extra items like handcuffs or a spare magazine. A retention strap holds the firearm in place. The tank top comes in black, white or nude. The shorts can be worn under almost anything. It features two pockets for firearms and comes in black or white. Both garments are machine washable.

The Packin’ Tee from Ridge Outdoors offers women another concealment T-shirt possibility. The Packin’ Tee is universal for use and accommodates both small and large handguns. The Packin’ Tee uses a heavy-duty industrial strength hook and loop fastening system for side attachment pads. The heavy duty hook and loop attachment pads on both sides offer the ability to use one side for the gun holster and the other side for accessories such as a wallet/cell phone pouch or magazine pouch. Made of 100 percent preshrunk cotton, and sporting an extended length, the Packin’ Tee is available in white only.

A final T-shirt offering comes from 5.11 Tactical called appropriately, the Sleeveless Holster Shirt. Designed specifically for women, the Sleeveless Holster Shirt distributes weight evenly across the shoulders and an outer mesh layer prevents printing. The holster components are two integrated pockets accessed through the front of the shirt that give a woman the choice of draw. An inner neoprene layer cushions the firearm, while a terry cloth layer wicks away moisture. This shirt is available in black or white and made from a comfortable, formfitting polyester/spandex blend.


Lethal Lace is a one size fits all holster, available in a variety
of colors and can be worn on the ankle, leg, waist or chest.

Lethal Lace

A unique CCW choice for women is the Lethal Lace holster. It’s a 7-inch wide by 96-inch long piece of heavy-duty elasticized lace — sporting two pockets measuring 4.5 inches and 3.5 inches wide. These two pockets are further divided into two equal pockets for a total of four pockets. One removable neoprene insert is provided for extra comfort and cushioning. The multiple pockets are designed to conceal just about anything from a firearm or a knife, to pepper spray or a cell phone.

The Lethal Lace holster is highly versatile and can be wrapped around the body for carry on the ankle, leg, waist or chest. Strong suspender grips secure the holster in place and can be positioned in different ways for additional support and safety. Available in pink, teal, nude or black lace, this holster is one size fits all. It’s one of those products that takes some explanation and demonstration, but will result in satisfied women customers.

Stock To Your Customers’ Needs

The qualities of some of these products are difficult to see at first glance simply because they’re designed for concealment. A great way to introduce these products to women customers is to hold a special ladies night where women can model and try the products so they know exactly how they work and understand their many features. Tailor the items you stock to your customers’ needs and introduce them to a few items they didn’t know they needed yet. It will make for a fun, social night and will prompt sales.
By Lisa Parsons-Wraith

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New Product Of The Day: Clinger Holsters

The Stingray Holster, manufactured by Clinger Holsters, is compact with adjustable weapon tension. It completely encases the user’s firearm in sweat-proof Kydex. The holster features anodized hardware, which is also sweat proof. The Stingray’s belt tab is near the grip of the gun, which pushes it close to the body to eliminate “printing.” It’s available in right- and left-handed models. Like other Clinger Holster models, the Stingray is thin, lightweight and designed for deep concealment.

Looking For More?

Focus On “Making It Easy” For Your Customers

Conventional wisdom and the majority of business models say good customer service departments bend over backward for their customers. This certainly sounds right. It stands to reason exceeding a customer’s expectations means performing feats of extraordinary service — such as overnighting a shipment, including a coupon with a refund or giving away free products. While it’s certainly a worthy cause to impress your customers, it may not always yield the results you’re looking for.

This is exactly what the Corporate Executive Board (CEB) — which manages the performance of 90 percent of Fortune 500 companies — discovered when they surveyed customer service departments. Eighty-nine percent of department heads said their goal is to exceed their customers’ expectations. Surprisingly, 85 percent of the customers CEB asked, said their expectations were not exceeded in their last customer service interaction. Dazzling customers is a rep’s main goal, and yet this study reveals they don’t always achieve that end — something just doesn’t add up.

Perhaps there’s a difference between what you and your customers consider “exceeded expectations.” When CEB dug deeper, they learned customers place high importance on how you handle basic, everyday transactions and less how you “wow” them with extra perks. It makes sense when you think about it.

When a customer receives the wrong product, say a box of Remington High Terminal Performance ammo rather than their desired Golden Saber ammo, they simply want you to make it right. If the process is confusing or stressful in any way, a 15 percent off coupon on their next purchase is certainly a nice “apology,” but it won’t erase the bad experience.

In short, customers want you to make things easy for them; they care about it more than grand gestures. By putting processes in place to ensure smooth, efficient transactions upfront — instead of concocting elaborate ways to say “we’re sorry” — you’re more likely to attract repeat customers. This is because customers are most satisfied when you reduce their effort and remove obstacles to getting what they want.

However, when you can’t fully meet a customer’s needs at the time, there are still ways to reduce effort. CEB encourages companies to train their employees to rephrase things such as, “We don’t have a Ruger SR1911 in stock” to “We’ll have stock availability for your Ruger SR1911 in two weeks, and I can place an order for you right now.” This not only reframes “not so great news,” but it leaves an avenue for the customer to still place an order, with little effort on his or her part.


Measure Your Customers’ Satisfaction Through Surveys

If you’re wondering how your customers perceive interactions with your employees, it would be helpful to implement a survey. This can be done at the point of sale by offering discount codes on their receipt in exchange for filling out an online feedback form. If this is something you already do, then maybe it’s time to switch up the wording on your survey.

CEB developed their own system for scoring customer satisfaction, called the Customer Effort Score (which outperforms popular industry models, CSAT and NPS). The genius behind this scoring method is it asks customers one simple question about each transaction: “How much effort did you personally have to put forth to handle your request?” The goal of the survey is to predict how likely a customer is to return for another purchase. This is an accurate way to gain insight about your customers’ actual level of satisfaction, so you’re not left wondering what works and what doesn’t.

In addition, both sides of the counter will benefit from a shift in focus. It’s less confusing for your employees when it comes to customer interactions if things are simple. Tell them to “make it easy” rather than instruct them to “exceed expectations,” which can yield varying results and waste valuable time and effort. If you ensure your team has a pulse on your customer’s most basic needs, they will more than likely thank you with their loyalty.

Editor’s Note: This is Taylor Smithfield’s fourth entry in a four-part series on enhancing customer and employee loyalty. If there’s more you’d like to hear on this topic — or have an idea for a future column — send an email to editor@shootingindustry.


Big Rock Provides Promotional Service

In addition to selling outdoor sporting goods, Big Rock Sports is now offering custom promotional merchandise imprinted with your store’s logo. The new service, called “Brandmap Custom Products,” let’s you choose from hundreds of items to customize, like koozies, insulated cups, T-shirts and hats.

“We want to provide our customers the resources that will help their retail businesses grow,” said Mitch Mitchell, Big Rock Sports marketing director. “What better way to grow their business than by letting hunters and anglers do their advertising? Personalized products featuring their logo are a proven, economical way to boost their store’s brand.”



LaserMax Rolls Out Retail Sales Program

LaserMax has partnered with Experticity, a leader in brand education, and their network,, to offer your employees training to drive LaserMax sales in your store. The goal of 3point5 is to create passionate associates who will foster better buying experiences for your customers. Upon completion of each program, associates will receive exclusive discounts on LaserMax products, incentivizing them in the process.

“The people who have the most brand and product knowledge have the greatest impact on buying conversations,” said John Reagh, senior VP of sales at Experticity. “We’re excited to help LaserMax increase sales by arming sales associates with the expertise needed to give customers better buying experiences.”

“With significant turnover at most retail counters, keeping staff trained and knowledgeable is more challenging than ever,” said Chris Tinkle, LaserMax chief sales officer. “We see 3point5 as the best vehicle to create retail sales experts that are confident in customer interactions.”



Colt Launches Fall Consumer Promotion

In October, Colt’s Manufacturing Co. announced a “Fall Carry Days” promotion for consumers. From October 1 through December 31, customers who purchase a Government Model or Defender pistol will receive a Colt Carry Kit. Valued at over $100, the kit consists of a Blade-Tech holster, an additional magazine and a Colt-branded hat.

“We wanted to offer something exciting to those customers who depend on a carry firearm,” said Paul Spitale, Colt’s senior VP of commercial business. “Whether carrying for duty or personal defense, the Colt Carry Kit affords a tremendous value to the customer.”

To be eligible for this promotion, customers must visit a Colt Stocking Dealer and purchase one of the following models: O1991, O1992, O1091, O1092, O7000D, O7002D, O7000E, O7000S, or O7000NDF. The Government Model Carry Kit features a Blade-Tech Total Eclipse 1911 Holster, while the Defender Carry Kit contains a Blade-Tech Klipt Ambi holster. This offer is limited to one per household.
By Taylor Smithfield

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