SHOT Business -- February/March 2016

VOLUME 24, NUMBER 2 FEBRUARY/MARCH 2016

Shotguns Built Just for Women page 40

RIFLESCOPES GO LONG (OR SHORT), THE BETTER TO SUIT THE NEEDS OF EACH CUSTOMER Pg. 28

plus

FYI

W.R. Case’s dealer program aims to give its retailers a competitive edge

Pg. 22

FIRING LINE

Savage’s new A17 semi-auto and CCI’s ammo are a great one-two

punch Pg. 24

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BC_047435_SHB0316P.indd 1 1/11/16 2:07 PM

FEBRUARY/MARCH 2016 ❚ SHOT BUSINESS ❚ 3

CONTENTSCOVER: T

IM IR

WIN

SHOT BUS INESS ❚ FEBRUARY/MARCH 2016 ❚ VOLUME 24 , I SSUE 2

Departments

4 EDITOR’S NOTE The New Math and a formula for success

7 NEWS BRIEFS Leatherman refreshes the brand; S&W’s new .22; Bushnell goes to extremes with a Trophy line brand extension

22 FYI W.R. Case gives retailers an edge

24 FIRING LINE Savage saves the .17 HMR 26 UNDERCOVER SHOPPER Do retailers in

Alabama know of Col. Jeff Cooper’s Scout rifle?

44 GOOD STUFF A trio of turkey hunting accessories

46 WHAT’S SELLING WHERE

50 NEW PRODUCTS Aguila’s Minishell; Zippo handwarmer; Umarex Broadax revolver; Vertx tactical clothing

Features

16 FROM THE NSSF How to find and cultivate the diverse new market of today’s gun buyers

18 NSSF UPDATE Pull the #GUNVOTE lever and stay informed!

19 CUSTOMER RESOURCES NSSF’s “Fact Sheets and Backgrounders” gives information on topics such as ballistic imaging, bullet

serialization, and microstamping

20 RETAILER TOOLBOX A compilation of important information about the gun business for the new kid in town

21 YOU SHOULD KNOW Get all the answers you need with our new and updated Industry Reference Guide

28 OPTICS 2016: GLASS GETS GAME This year, there are numerous riflescope options for 3-Gun customers who have a need for speed. Going long is also a continuing trend, with plenty of long-range scopes with huge tubes and gaping objectives. BY ROBERT SADOWSKI

40 SHOTGUNS FOR WOMEN You can learn to take an off-the-shelf shotgun and cut it to fit a female customer. But offering a line of shotguns specifically designed to fit a woman is certainly a whole lot easier and smarter. BY PHIL BOURJAILY

28

50

26

NSSF Update

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4 ❚ SHOT BUSINESS ❚ FEBRUARY/MARCH 2016

E D I TOR’S N O T E

TE

SS

RO

US

EY

SLATON L. WHITE, EditorJames A. Walsh, Art DirectorMargaret M. Nussey, Managing EditorDavid E. Petzal, Shooting EditorMike Toth, Special Projects EditorJudith Weber, Production ManagerMaribel Martin, Senior Administrative Assistant

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

ADVERTISING: 212-779-5316Gregory D. Gatto, Vice President, Publishing DirectorBrian Peterson, Western Sporting Goods Sales Katie Logan, Southern Sporting Goods SalesDavid Hawkey, Northeast Sporting Goods SalesElizabeth Burnham Murphy, Chief Marketing OfficerIngrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONSTara Bisciello, Business Manager

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

MANUFACTURINGMichelle Doster, Group Production DirectorMaggie Thompson, Production Manager

BONNIERChairman, Tomas FranzénChief Executive Officer, Eric ZinczenkoChief Operating Officer, David RitchieChief Marketing Officer, Elizabeth Burnham MurphyChief Digital Revenue Officer, Sean HolzmanVice President, Integrated Sales, John GraneyVice President, Consumer Marketing, John ReeseVice President, Digital Audience Development, Jennifer AndersonVice President, Digital Operations, David ButlerVice President, Public Relations, Perri DorsetGeneral Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 7 times a year in January, Feb ruary/March, April/May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 24, issue 2, Copyright © 2016 by the National Shooting Sports Foundation. All rights reserved. Editorial, circula-tion, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no respon-sibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices.

Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email [email protected], in the U.S. call toll-free 866-615-4345, outside the U.S. call 515-237-3697, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016REPRINTS: E-mail [email protected]. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 6364 Harlan, IA 51593.

NSSF

The New MathA revised formula for success

Math has always been a challenge for me. Whether it was long division in third grade or quadratic equations in high school, the sub-ject was simply something that confounded

me on a daily basis. But math, in all its forms, is important to business success. I was reminded of this when I read a blog by Josh Linkner at Inc.com in which he noted the importance of Albert Einstein’s famous equation (E=mc2) to physicists. He then said that many businessmen relied on such time-honored equations as Hard Work + Dedication = Results, and Power = Money + Influence.

“But the old rules of business no longer carry the day as we cope with fist-fighting competition, mind-numbing speed, and exponential complexity,” wrote Linkner. “Add in macro trends such as global markets, digitization, cloud computing, mil-lennial workforce shifts, mobile tech-nology, and geo-political turmoil, and you’re wrestling a whole new beast. One that can’t be conquered with some long-expired formula.”

To Linkner’s way of thinking, the equation for this new world order is P=SL/C, or Progress=Speed times Learning divided by Cost.

“In other words, the success of your business will not be based on what you already know, it will be based on how fast and inexpensively you learn. The amount of success you’ll enjoy is directly linked to the velocity with which you learn.”

To him, success now requires a complete re-think of your skill set. “Making smart decisions has become increasingly difficult, and to enjoy sustainable success, you’ll need to adapt, to evolve, and to innovate in real time. Unless you plan to spin the wheel of chance, the most effective path to consistently driving results is to become a lifelong learner.”

I think he’s onto something. The smart retailers I’ve talked to over the years have all echoed this sentiment in one way or another. They understand that the learning never stops, and that survival in a highly competitive retail arena absolutely demands it.

“Business today is much like solv-ing a puzzle. You may have a long-

term vision (the image on the puzzle box), but you still need to figure out where to put the pieces. The faster you learn, the faster those pieces fall into place. While cash may have been the fuel of growth in the past, learning is the new energy sup-ply. Fortunately, it’s renewable and is

extremely low priced,” wrote Linkner.

Concerned about the cost of doing so? Well, consider the cost of not doing so. “When calculating cost, the investment in learning is a rounding error compared to the real costs of not learning fast enough.”

He concludes: “If Einstein were alive today, he’d likely understand the unquestionable importance of this new formula for business suc-cess. The real question is, Will you?”

Slaton L. White, Editor

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N E W S B R I E F SNEWS ❚ PROMOTIONS ❚ AWARDS ❚ OUTREACHLEUPOLD OFFERS

RING AND BASE SELECTION APP You would think that finding the right bases and rings to mount a scope to your rifle would be rather straightforward. Only, oftentimes, it isn’t. Leupold & Stevens, though, has decided that modern technology can lend a hand here. That’s why it created its Mount Systems app for iPhone users, making it even easier for hunters and shooters to quickly and easily find the rings and bases that are right for their firearms.

The intuitive interface, also found on the iPad version, starts with users selecting their brand of firearm, then narrow-ing their options down further by choosing their specific model. Once a model is select-ed, the user selects the type of riflescope he is trying to mount. Optics can be selected by Leupold model, or by main-tube and objective-bell diameter. “Leupold is committed to

providing American-made mount systems built as rugged as our optics,” says Pete Moe, mount product line manager. “Part of this promise includes providing tools like the Mount Systems app to help hunters and shooters find the right solution for their needs.”

Depending on the riflescope selected and the options avail-able, users may be asked a few other questions, such as finish type, ring height, or whether or not they require adjustable bases. After these quick and easy questions are answered, the user is presented with the correct mounting solution, including images of the packag-ing, making it easy to find the right products in the store. It also lets retailers help custom-ers find the right product quick-ly and easily. (leupold.com)

Get Real!

There is no doubt that we live in a digital age. The phones we carry in our pockets are more powerful than the computers that sent a man to the moon, and with each new model that’s released, the capabil-ities of these tiny devices seem to increase exponen-tially. We’ve become so accustomed to this technolo-gy that it seems like your phone is the only thing you need to carry with you no matter where you go.

Unless, of course, you have to tighten the screw on your eyeglasses. Or pull a fishing hook out of your son’s thumb. Or slice an apple into thirds at a family picnic. In these situations, and countless others, that amaz-ing piece of technology in your pocket is suddenly as worthless as a colander on a sinking ship. Regardless of how dependent we become on electronics, the reality is that

there are real-world problems modern tech-nology can’t solve. It’s that concept that Leatherman is aiming to remind its con-sumers of when it launched its refreshed brand identity at the 2016 SHOT Show.

As the originator of the multi-tool, and arguably the most recognized brand in the category, it would seem that Leatherman would have no need to reestablish its brand. But Bobbie Parisi, vice president of market-ing for Leatherman Tool Group, explained that the new brand isn’t about taking the company in a different direction, but rather remaining relevant with consumers who are living in a completely different world than the one that existed when Tim

Retailers can expect to see new packaging, updated marketing materials, interactive merchandising displays, and a revamped website from Leatherman.

SHB0316_BRF.indd 7 1/14/16 11:26 AM

N E W S B R I E F S

Leatherman introduced the first multi-tool in 1983.

“The Leatherman mis-sion hasn’t changed,” she says. “But how we accom-plish that mission is differ-ent now than it was when the company started more than 30 years ago. We need to continue to connect with our consumers on an emo-tional level, and this new brand road map allows us to do that.”

To help establish that emotional con-nection, Leatherman turned to the con-sumers themselves.

“There really is a bond created between people and their Leatherman,” Parisi says. “Time and time again our customers write to us and tell us how they used their Leatherman to save the day. Sometimes it’s something little, but sometimes it truly is life-changing.”

Each of the stories Leatherman looked at was different, but they all had one thing in common—they were stories about real life. They were real people in real situa-tions, and it was their Leatherman they

turned to to help them deal with those situations. That’s real life. And that’s exactly what Leatherman focused its new brand identity on.

“It speaks to our mission, and it speaks to what our products have always stood for—helping people solve the problems they are likely to encounter on any given day,” Parisi says. “No mat-ter who you are, you can put your real life into that

concept and find a time when your Leatherman helped you get out of a tough situation.”

That concept is not only the basis for Leatherman’s refreshed brand identity, it’s also the focus of its new international marketing campaign. In addition, Parisi says, dealers can expect to see new pack-aging, updated marketing materials, inter-active merchandising displays, and a revamped website designed to engage consumers and remind them that as cool as tech might be, it can never replace tools that never need to be recharged. (leatherman.com) —Christopher Cogley

Tim Leatherman still has an active design role in his company.

AVEDON & COLBY INTRODUCE THE ULTIMATE SIGNATURE FIELD PANTS Burt Avedon and Susan Colby, the former president and design direc-tor at Willis & Geiger, have created the ultimate lightweight field pant to complement their award-win-ning Signature Field Shirt, both of which deliver performance and function without sacrificing quali-ty, comfort, and style.

The new Signature Field Pants are sewn from the same 100 per-cent long-staple “tea-dyed” cot-ton bush poplin as the Signature Field Shirt. This fabric’s tight, com-pact, water-repellent weave of high-twist yarn is treated with a DWR finish after it’s been softened with a lightly peached finish that doesn’t weaken the fab-ric (unlike surface sand-ing, which abrades and weakens fabrics). The result is a lightweight,

comfortable pant that is so dura-ble and abrasion resistant that it resists snags from burrs and thorns—and bites from ticks and mosquitoes.

A unique 4-inch, seamless “crotch gusset” panel tapers grad-ually down the inside of each leg to just above the knee to eliminate binding and crotch seam irritation when climbing and hiking. Every fabric panel in the seat, hips, and legs is strategically contoured to allow maximum movement and

comfort while maintain-ing a trim profile. The pants also feature a full-length (7-inch) heavy-duty YKK brass zipper with hook and loop waist closure, and a full French fly to remove stress on the zipper. SRP: $224. (avedoncolby.com)

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Expecting the Unexpected For more than 25 years, Adventure Medical Kits (AMK) has developed some of the most innovative and comprehensive medical and survival solutions for the outdoors industry. Whether it’s for blisters or broken bones, AMK has helped outdoorsmen prepare and deal with the unexpected. AMK created the SOL (Survive Outdoors Longer) brand a few years ago to house its growing survival product line. Today, the brand encompasses key items from the most important survival categories, including essential survival tools, survival kits, signaling devices (mirrors and whistles),

fire starters, and emergency shelters (reflective blankets and bivvies). The latest additions to the line include the SOL Traverse, a survival kit modeled after mili-tary survival kits of years past, and the SOL Phoenix, a multi-functional survival tool. True to the brand, both are designed to help you survive outdoors longer. These items will be available to ship this month.

“Our Survive Outdoors Longer products save lives,” says Frank Meyer, chief market-

ing officer at Tender Corporation (parent company of AMK). “Our ever-evolving sur-vival tool line now includes the Phoenix, a lightweight multi-functional survival tool that provides eight lifesaving tools, all the while being compact enough to fit in your back pocket. The rugged Traverse falls per-fectly into our survival kit line. It hits a nice price point, takes up minimal retail space, and can be merchandised on the shelf or on a peg hook. In addition, it is packaged in a retro survival tin, giving it a ‘throwback’ feel.”

SRP: $20, Traverse; $25, Phoenix. (adventuremedicalkits.com)

AMK’s SOL Traverse survival kits are packaged in a retro survival tin.

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N E W S B R I E F S

Smith & Wesson Unveils SW22 Victory Target Pistol

Smith & Wesson recently unveiled its next-gener-ation target pistol, the SW22 Victory. Engineered as a modern interpretation of the classic target pistol, the new SW22 Victory is a fully featured .22 LR pistol with a convertible design suitable for multiple sporting applications. Dependable, easily modified, and inherently accurate, the handgun represents a new breed of sport pistol.

The SW22 Victory is constructed on a single-action, enclosed hammer-fired, blowback semi-automatic design. The innovative design includes a match-grade interchangeable barrel that can be swapped out via a simple one-screw take-down design.

“The SW22 Victory was designed to fill a need for a highly versatile, accurate, and affordable .22 LR target pistol,” says Jan Mladek, S&W’s general manager. “Whether it is a new shooter learning the fundamentals of handgun marksmanship or the experienced target shooter who is trying to reach the next level of proficien-cy, the SW22 will deliver many personal victories along with years of shooting enjoyment.”

The standard model is fitted with a 5.5-

inch match-grade barrel with a 1-in-15-inch right-hand twist. It comes with a fiber-optic front sight and an adjustable green fiber-optic rear sight. Fire controls on the pistol include a single-sided thumb safety, a slide stop, and a magazine release. It ships with two 10-round-capacity maga-zines.

The versatility of the SW22 Victory is further enhanced by an included light-weight Picatinny-style rail for easy mount-ing of optics or other accessories. Smith & Wesson has teamed up with several of the industry’s top holster, barrel, and accessory manufacturers so that owners can personalize their SW22 Victory with high-quality accessories that are immedi-ately available from various providers. SRP: $409. (smith-wesson.com)

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Guns and Clothes BagHome break-ins are typically snatch-and-grab operations that last just a few minutes. In the rush to grab portable valu-ables along with some readily accessible firearms, few thieves would ever stop to think about rifling through a garment bag hanging in a clos-et. That was the insight behind the Skinner HFT Garment Bag, developed by Skinner Sights, a company best known for its line of sights and accessories.

The bag is designed to hold one long gun (up to 42 inches in length) as well as two full-size handguns. There are also quick-access pockets for vari-ous accessory items such as knives, flashlights, valuable papers, extra ammunition, or smaller handguns. Special inte-

rior pockets hold at least six pistol magazines and four 20- to 30-round MSR magazines.

Constructed of 1,000-denier heavy-duty Cordura nylon and finished with heavy-duty zip-pers, the bag is rated to at least 200 pounds and, like a “real” garment bag, folds in half and has wraparound han-dles for easy emergency evac-uation. “Sure, an 800-pound safe is

best,” says Skinner Sights owner Andy Larsson. “But will the floor support it in a covert location and allow quick access if necessary?” SRP: $249. (skinnersights.com)

The Skinner HFT Garment Bag is designed to accommodate clothes and firearms.

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N E W S B R I E F S

Hide In Plain SightSome objects—such as fine art and tro-phies—are meant to

be openly displayed. And some items of value can even be hidden in plain sight. A fire-arm, on the other hand, really isn’t something that should be left lying around. But when it’s needed for home protection, it won’t do much good in a mas-sive gun safe in the basement. A commonsense middle ground is a hidden compart-ment that can keep the fire-arm out of sight yet make it accessible should it be needed.

Tim Matter, founder of Tactical Walls, wants to pro-vide security-minded gun own-ers with an alternative to bulky safes and those all-too-obvious black gun boxes. Under his direction, the company has

developed a variety of conceal-ment storage options that can allow firearms to be easily accessible.

“The primary advantage of Tactical Walls is that firearms are concealed at strategic loca-tions in the home and quickly available in the event of a break-in,” he says. “Most prod-ucts, including all shelf units and bundle units, have mag-netic locks that offer additional security but allow users to access the contents quickly when needed.”

The key has been to provide security that ensures that a firearm isn’t easily found by a child or intruder, but at the same time is accessible and doesn’t take up too much room. As such, the systems are also designed to be space-

saving as well as functional; options include shelves, mir-rors, TV stands, and even wall clocks. Since not all tastes are the same, the company also offers products with different options in look and finish, including a variety of wood finishes and trims. This fur-ther helps add to conceal-ment, as the products don’t all have the same “off the shelf ” look that might be all too easy to spot.

The current product lines include the 1450M Bundle, a recessed in-wall home-defense solution that offers a hidden cavity with two compartments behind a classically designed full-length wall mirror; the 1420M Bundle, a more-com-pact solution that can be used for handguns and ammuni-

tion; and the 1242 Rifle Length Shelf, which is a surface sys-tem that can conceal rifles or multiple handguns. (tactical walls.com) —Peter Suciu

Tactical Walls products help conceal firearms in everyday home furnishings.

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RMEF Launches Social Media CampaignThe Rocky Mountain Elk Foundation (RMEF) used the 2016 SHOT Show to launch an extensive “Hunting Is Conservation” social media campaign. The aim is to highlight the role hunters play in wildlife con-servation.

“Hunters play a vital role in contributing to North America’s wildlife, habitat, and resource conservation,” says Steve Decker, RMEF vice president of marketing. “We have more than 2.3 million people who current-ly follow or have visited our social media platforms. The goal of this campaign is to reach out well beyond those numbers to hunters and non-hunters alike in order to educate, inform, and reinforce how hunters and hunting protect and fund conservation efforts.”

RMEF will use research provided by the Congressional Sports men’s Foundation, National Shooting Sports Foundation, Responsive Management, Southwick Associates, and other sources, as well as RMEF’s fact sheet, “25 Reasons Why Hunting Is Conservation.”

The weekly offerings will include national statistics and trends that highlight how hunting funds federal and state wildlife agencies that manage wildlife resources. A state-by-state breakdown will also show how hunting is a major economic driver from coast to coast. Posts will appear every Monday (except holi-days) for approximately 18 months. The campaign will include infographics, vid-

eos, blog posts, photos, links from media outlets, current and historical con-tent from Bugle magazine, and other information.

“Hunters should be proud of the front-runner role they play in supporting conservation,” says Decker. “We want to encourage all sportsmen and women, plus our sister conservation orga-nizations and members of the outdoors industry, to share this content across their various social media channels. We believe the viral nature of this cam-paign can make a real and tangible difference in offer-ing education on how ‘Hunting Is Conservation.’”

Campaign charter spon-sors include Federal Premium Ammunition, Leupold, Realtree, and Yeti Coolers. (rmef.org)

WOOD N’ STREAM TEAMS WITH 3M TO KILL SCENTOdor-control technology has come a long way from the days when hunters simply filled a boot with foot powder and hoped for the best. No more. Many footwear manufacturers feature some sort of proprietary odor-control in their lines. Now Weinbrenner Shoe Company is partnering with 3M to bring per-manent odor-control technolo-gy to its line of Wood N’ Stream hunting boots. According to Patrick Miner, president of Weinbrenner, the Wood N’ Stream line in 2016 will utilize this innovative odor-control technology, the first of its kind in the footwear industry.“The release of this technology

in our full line of boots is a true testament to our focus on inno-vation while still staying true to the quality standards that we established more than 60 years ago,” he says.

Both insulated and non- insulated models will feature linings made with 3M Thinsulate Platinum Insulation and an added layer of X-STATIC permanent odor-control tech-nology. X-STATIC has a layer of pure silver (well known for its natural antimicrobial proper-ties) permanently bonded to its surface. Together, the two tech-nologies provide warmth and odor control in one package. (weinbrennerusa.com)

The Rocky Mountain Elk Foundation used the 2016 SHOT Show to launch a new campaign on social media to help demonstrate the vital role hunters play in North American resource conservation and game management.

SHB0316_BRF.indd 13 1/14/16 11:26 AM


N E W S B R I E F S

Bushnell Goes to ExtremesMiddle-of-the-road products, like the great comedian Rodney Dangerfield, sometimes get no respect. Often thought of as “value” items, they too often lack the “wow” features that get consumers excited, even though they are priced right at the heart of the market. As a result, many manufacturers give this product category short shrift and instead devote most of their resources to higher-end lines.

Bushnell has decided not to wander down that road. Instead, it is beefing up the riflescopes, binoculars, and laser rangefinders that consti-tute the heart of its line with features designed to appeal to the core of the market.

“For 2016, we’re revamping the entire Trophy line,” says Jake Edson, Bushnell commu-nications manager. “We have improved ergonomics and functionality across the entire line.”

But that’s not all. Bushnell introduced a Trophy line extension, which it calls Trophy Xtreme, at the 2016 SHOT Show.

“It’s our Trophy line taken to the extreme, hence the name,” Edson says. “In each of the dif-ferent categories, you’re going to have added features that reflect current trends in what hunters are looking for. The products, however, will still reflect that hardcore Midwest whitetail hunting sensibility. The product needs to be value-minded, but will still offer a lot of features.”

For example, the riflescopes in the Trophy Xtreme line will now have larger, sturdier 30mm tubes. “A lot of white-

tail hunters have been making the transition to 30mm scopes,” Edson says. “It’s a trend that began with the tac-tical shooter, then filtered down to the tactical lifestyle world. After that it moved to the long-range shooting world, and now is being picked up by everyday whitetail hunters.”

In the Trophy Xtreme bin-ocular family, hunters will see larger objective lenses, a devel-opment that is also part of the tactical trend.

But the biggest news has to

be the Trophy Xtreme laser rangefinder. “With this laser rangefinder, we’ve developed a new technology with our part-ners, which we’re calling Full Spectrum Technology,” Edson says. “It allows the laser range-finder to read any color target, including black.”

Black has been a problem for laser rangefinders for years because it absorbs so much light. But Edson is confident Bushnell has solved the prob-lem.

“Full Spectrum Technology

is a huge step forward in laser rangefinder technology,” he says. “I think it’s going to define the laser rangefinder industry for years to come.”

Usually, advanced technolo-gy gets introduced in the higher- end lines before filtering down to the lesser-priced lines. But in this case, Bushnell will make Full Spectrum Technology available in the Trophy Xtreme line. “It’s a real-ly good product, but it’s also a value-based product,” Edson says.

This strategy ties into what the manufacturer has done to its top-end Elite line and the Legend line. “We bridged some gaps between the Elite and Legend lines, and now we’re bridging some gaps between the Legend and the Trophy line,” Edson says. “We’re really helping retailers fill in those price points—and keep hunters in the Bushnell family.”

Bushnell also has rolled out a new warranty program. It will be a no-questions-asked warranty that, according to Edson, “will go head-to-head with any other optics warranty out there.” (bushnell.com) —Slaton L. White

The new Bushnell Trophy Xtreme line will feature riflescopes, binoculars, and an innovative laser rangefinder.

Mossy Oak Now the Official Camo of the NWTFTurkey hunting and cam-ouflage go together like turkey and dressing. And just before the holiday season, the National Wild Turkey Federation announced a partnership with Mossy Oak that includes a feast of sup-

port for conservation and hunting. In the process Mossy Oak became the official camo of the NWTF.

NWTF and Mossy Oak have enjoyed a long his-tory of mutual support, and their commitment to

hunting and wildlife con-servation continues to grow. This new partner-ship will also include the announcement of a new, collaborative camouflage pattern, which was unveiled at the 2016 SHOT Show.

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U P D AT E

Aiming for Today’s CustomersWhat we’ve learned so far in the quest to identify, and appeal to, the evolving audience of new shooters

Aprimary mission of the National Shooting Sports Foundation is to increase participation in the shooting sports. NSSF has initiated a number of programs in recent years that are successfully doing just this, but statistics show our core base of customers is still overwhelmingly made up of older Caucasian males, while the face of America is increasingly heading in different directions.

To help the industry adapt to changing times, NSSF is testing how to effectively engage new audiences through hands-on pilot efforts. In this article and others to follow, we’ll highlight what we’ve learned from our initial experiences to help retailers, ranges, and others increase sales to these critical growth markets.

The PlanDiversified customers can refer to many things: dif-ferent races, ethnicities, ages, genders, and more. Therefore, identifying which customer segments offer the best growth opportunities, and how to successfully engage them, is the first task. Developing and testing tactics that retailers, rang-es, and others in the indus-try can effectively imple-ment locally is the next step. In 2014 and 2015, NSSF has been engaged in these research and pilot testing efforts, and will continue to improve and expand in 2016 and beyond.

What Have We Learned? Southwick Associates assisted in examining inter-est levels in the shooting sports and needs across a wide range of potential

new audiences. The results complemented previous NSSF research showing that people with signifi-cant interest in the shoot-ing sports tend to skew younger and female. Interest in the shooting sports across the key Hispanic, African-American, and Asian-American markets was also found to be very high, even greater than that seen in the Caucasian market (Chart 1).

Southwick Associates also evaluated how these audiences consume differ-ent media to help boost advertising and communi-cation efforts. Hispanics, African-Americans, and Asian-Americans as well as younger audiences are more likely to be reached online compared to our traditional older and Caucasian customers, and will respond better when they see positive reviews of a range or retailer from

F R O M T H E N S S F

Be sure that the text and imagery you select in your online promotions and advertising campaigns reflect your target market.

SHB0316_FRM.indd 16 1/14/16 11:21 AM


BY SAMANTHA PEDDER AND ROB SOUTHWICK

people like them. An online presence will be a critical component of mar-keting strategies to engage with these potential new target shooters.

These new customers expect different services than our typical custom-ers, too. Chart 2 highlights some of the most sought-after services these diverse audiences want from a range. Note the impor-tance of emphasizing safe-ty: These customers want

to see safety officers on the range and someone to personally instruct them in the safe use of firearms. They are also seeking products and services for first-time shooters, such as basic equipment displayed in your store or a dedicat-ed beginner’s lane on your range for them to learn to shoot. They want to see faces like theirs in the ads and, if possible, as part of your staff. They are unfa-miliar with ranges and

stores, so it’s important to portray facilities as wel-coming. Be sure your ads and imagery help to con-vey this with bright and professional-looking pho-tos.

The full survey results are available under the research tab at nssf.org.

Recommended ApproachesEach retailer and range needs to determine the best local growth opportu-nities, whether it’s the Hispanic market, Millennials, African-Americans, women, or others. Once you select your targeted market, online promotions using websites favored by these audiences can be the most cost-effective approach. Be sure your imagery and text reflects the market you want to engage. For exam-ple, if you are looking to target Latinos, feature a Latina in your ad. See the photo opposite for an example of an image NSSF recently used in an ad campaign. Use online ser-vices such as Yelp and Trip Advisor, or any local online blog that promotes local events and activities.

Make sure their first experience at the range is a good one, or the reviews they will post online will not help you grow. Make sure they are greeted warmly. Listen to them emphasize safety and pro-vide them one-on-one time to help them learn shooting. If possible, have someone on staff from the community you are target-ing. NSSF offers tools and information that you can

use to better understand and reach your potential new customers.

People of diverse back-grounds definitely want to go target shooting, but engaging them will take different approaches in marketing and service than we are used to. By instituting the insights gained from the NSSF’s new research and recent pilot efforts, your business stands to grow even more.

Rob Southwick is president of Southwick Associates, a market research and economics firm specializ-ing in the hunting, shooting, and outdoor recreation markets.

The needs of those who make up the new and diverse shooting market are different from those desired by the longtime consumer base.

CHART 2: SERVICES DESIRED BY MULTI-CULTURAL COMMUNITIES

WHEN VISITING A RANGE

CHART 1: INTEREST IN TARGET SHOOTING AMONG DIVERSE AUDIENCES

SHB0316_FRM.indd 17 1/21/16 12:38 PM


U P D AT E

#GUNVOTE—The Firearms Industry’s No. 1 Resource for 2016

President Obama didn’t wait for the lights to be unstrung and the warm glow of the holidays to fade away before announcing to the nation he intends to do everything in his power to enact more gun control measures before his time in office comes to an end. Those intentions, paired with Hillary Clinton’s declaration to continue in the same vein should she succeed Obama,

means that the 2016 national, state, and local elections will be among the most important in decades to firearms owners and sportsmen.

In light of the significant challenges facing the firearms industry on the political front, it is, without question, vital that everyone from the largest manu-facturer to the smallest retailer stay informed about the races affecting their livelihood and cast their votes next November. NSSF’s #GUNVOTE initiative (nssf.org/gunvote/) helps our industry members stay abreast of the candidates vying for elec-tion and their stances on fire-arms ownership, hunters rights,

and other issues of importance to us with a variety of resourc-es. Presidential, Senate, House, and governors races, national polling results, candidate fact

sheets and background papers, and breaking

news are constantly updated here, along with up-to-date infor-mation on bills on

both the state and fed-eral level making their way

through the legislative process. As the elections themselves get closer, #GUNVOTE will also have information on voter reg-istration and links to polling locations. NSSF encourages all members of our industry to visit #GUNVOTE frequently and subscribe to our #GUNVOTE newsfeed. We

especially ask that all our retail members communicate with their customers about #GUNVOTE and utilize the information on the web page

there to help those customers learn more about the candi-dates in their areas and where others stand on the issues con-cerning their gun rights.

GEORGIA DEPARTMENT OF ECONOMIC DEVELOPMENT TO BE PLATINUM SPONSOR OF NSSF’S 2016 INDUSTRY SUMMITNSSF is pleased to announce that the Georgia Department of Economic Development will be returning for the third time as the Platinum Sponsor at the 2016 NSSF Industry Summit. Taking place June 6–8 in Pittsburgh, Pennsylvania, the 2016 event will work to share dynamic models of suc-cess that contribute toward the common industry goals of pro-moting hunting and tar-get shooting, discussing threats to our success, and exploring new ave-

nues of opportunities for growth and recruitment.

The Georgia Depart-ment of Economic Development’s Platinum sponsorship of the 2016 NSSF Industry Summit is part of greater three-year agreement between NSSF and the department that includes support for both the Summit and NSSF’s Hunting and Outdoor Trade Show (SHOT Show).

The Georgia DED is the state’s sales and market-ing arm and lead agency for attracting new busi-ness investment, working

to encourage expansion of existing industry and small businesses, develop new domestic and inter-national markets, improve tourist traffic, and pro-mote the state as a loca-

tion for film, video, music, and digital entertainment projects. The Georgia DED also participates in plan-ning and mobilizing the state’s resources for eco-nomic development.

“It is gratifying to see

this multi-faceted spon-sorship with the Georgia DED continue,” said Melissa Schilling, NSSF Director, Conferences and Exhibitions. “The longev-ity of its partnership with us demonstrates an enormous level of com-mitment to sportsmen, the firearms industry, and the shooting sports.”

“Georgia is delighted to continue sponsorship of NSSF’s Industry Summit and SHOT Show once again in 2016, tak-ing advantage of the great opportunities to strengthen relationships

with key players in an industry that brings quality jobs and invest-ment to our state,” said Tom Croteau, Deputy Commissioner for the Georgia Department of Economic Development.

A small number of sponsorship opportuni-ties remain for the 2016 NSSF Industry Summit. Learn more at nssf.org/IndustrySummit/spon-sors or contact Chris Tatulli, NSSF Director, Exhibits and Sponsorships, at ctatulli @nssf.org; 203- 426-1320 ext. 214.

Stay on top of all political developments concerning the firearms industry with

#GUNVOTE.

SHB0316_NSF.indd 18 1/14/16 11:32 AM

© 2016 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.


NSSF ATTENDS PUBLIC EVENT ON ATF OPEN DATA PROJECT

T he NSSF’s Elizabeth Karasmeighan,

Director of Legislative and Policy Research, attended three days of seminars on the ATF’s Open Data initiative in November. Through the sessions, ATF highlighted its efforts to publish online more of its data in

an easily accessible and user-friendly database. The tools now available allow users to download data and to create maps and charts using the data-sets. Over time, ATF will be adding more data and more functionality to the site. The agency’s Open Data is online at https://data.atf.gov.

NSSF “Proud Member” Logo Now AvailableShow your support for your industry and help promote, protect, and pre-serve hunting and the shooting sports by displaying the all-new 2016 NSSF Proud Member logo on your website, business letterhead, and promotional materials. All members in good stand-ing can download the logo for free sim-ply by logging onto the members-only site of nssf.org.

FIND A POSITION, OR FILL ONE, HERE Since launching in June 2015, NSSF’s new and improved Firearms Industry Jobs Board is one of the most visited areas of the NSSF website each day and the most popular link each week in Bullet Points, which boasts 70,000 subscribers. Since its creation, more than 200 jobs have been posted, nearly 1,000 search-able resumes have been made avail-able, and more than 1,500 applica-tions have been submitted by pro-fessionals within the industry. If you have positions to fill, NSSF’s Firearms Industry Jobs Board pro-vides unequalled access to top talent. Target your search to find the right match, or wait for the right candidate by setting up a Resume Alert. View current job postings and create an employer account by going to NSSF.org and clicking on the “Jobs” heading at the top of the page.

RETAILERS HAVE ABUNDANT CUSTOMER-INTERACTION RESOURCES AT NSSF.ORGYour customers can run the gamut from serious competitors and year-round hunters to novices who have never seen a firearm outside the big screen of a Hollywood movie. The level of fire-arms knowledge varies greatly across this spec-trum, and you can be pre-pared to help answer questions and correct many common miscon-ceptions by visiting NSSF’s “Fact Sheets and Backgrounders” page found by clicking on the “News” heading at NSSF.org. There you’ll find information on topics such as ballistic imaging, bullet serialization, fire-arms tracing, micro-stamping, Pittman-Robertson excise taxes, state right-to-hunt-and-fish protections, suppres-sors, Sunday hunting, and much more—truly a list of topics as diverse as your customer base.

“We strongly encourage

our retailers to take advantage of this tre-mendous resource,” said Patrick Shay, NSSF Director, Retail Development. “As informed as so many of our members are on top-ics such as so-called ‘assault rifles,’ the Brady Law, and even things as simple as what consti-tutes a high-capacity magazine, no one can be expected to know it all. So when you have a ques-tion about these types of things—and, more impor-tant, when your custom-ers have questions—the answers are just a click away. Best of all, by using our “Fact Sheets and Backgrounders” and encouraging your staff to become better informed, your store becomes the go-to resource for your customers, and that’s a value-added proposition that any good customer service program should embrace.”

More info will be added by the Bureau over time.

Find pertinent business info on NSSF

Fact Sheets.

SHB0316_NSF.indd 19 1/14/16 11:32 AM


B Y PAT R I C K S H AY, N S S F D I R E C T O R , R E TA I L D E V E L O P M E N TU P D AT E

A “Starting Point” for New RetailersThis new program by NSSF outlines the steps you need to take to join the firearms industry marketplace

Without much exception, firearms sales in the U.S. have remained strong over the past several years—and thanks to the current political climate and 2016 being a presidential election year, everything points to that trend continuing. As it is with any market that’s “hot,” people who hadn’t previously consid-ered joining its ranks now want a piece of the pie.

This is certainly true of the firearms industry, and the good news is there’s room for new retailers to establish a presence. Especially as our industry works cohesively to reach the previously untapped Hispanic, African-American, and Asian-American markets, whom we know want to target shoot and hunt but haven’t been made available the appropriate inroads, we’re seeing

fresh opportunities for new retailers.

It is with these new FFLs and range opera-tors in mind that NSSF is pleased to introduce Starting Point. Intended to provide a business planning and compliance policy foundation for new Federal Firearms Licensees (FFLs) and shooting range opera-tors, Starting Point is a comprehensive resource center for entrepreneurs beginning the process of

entering the firearms industry marketplace. The program offers sev-eral benefits. At the top of the list is a full day’s training provided by NSSF’s Compliance Consultant Team. Our team of firearms indus-try professionals will cover the ins and outs of important compliance records such as the Federal Form 4473, the dealer’s Acquisition & Disposition (A&D) record book, forms for

multiple handgun sales reporting, and more. Working with gun show sales, internet sales, gun rentals, and NFA (National Firearms Act) firearms will also be cov-ered.

Created to be the go-to resource for start-up FFLs who, like the head of any enterprise, will have questions as their business evolves and grows, Starting Point provides a 24/7 hotline to guide new

firearms industry pro-fessionals along the way. Those enrolling in the program will also have access to NSSF’s library of research, as well as the many com-plimentary items essen-tial to their business, such as A&D books, Form 4473 Spanish lan-guage overlays, safety literature, business planning, range devel-opment and merchan-dising manuals, and much more.

“The time does seem primed for those inter-ested in starting up a new firearms retail cen-ter or shooting range and who have done their market research to make the leap,” says Randy Clark, NSSF Director, Business Development. “We think Starting Point will provide these new FFLs and range owners the compliance and busi-ness planning tools that will help them begin their new enterprises the right way.”

Enrollment in Starting Point is now open. To enroll your business and schedule your training day with NSSF’s Compliance Consultant Team, con-tact me at 203-426-1320 ext. 216, or [email protected]. Not a member of NSSF? Go to nssf.org/join.

RETA ILER TOOLBOX

New consumers have created opportunities for prospective retailers.

SHB0316_RET.indd 20 1/14/16 11:30 AM

Y O U S H O U L D K N O W

A New Industry Reference GuideThe 2016 edition of NSSF’s mega-information source puts all the facts you need at your fingertips

The National Shooting Sports Foundation has updated, com-piled, and just released the 10th edition of its flagship research publication, the Industry Reference Guide. The 190-plus-page report covers a wide variety of data refer-enced as industry indicators for use in evaluating the overall health of the firearms, ammunition, and hunting and shoot-ing sports industries.

Such data includes, but is not limited to, firearms and ammu-nition excise taxes (FAET), hunting license sales, National Instant Criminal Background Checks (NICS), Federal Firearms Licenses (FFLs), and firearm production along with imports and exports. Other sec-tions in the publication address the topics of participation, demographics, safety, and the economic impact of hunting and target shooting, as well as the latest news from NSSF gov-ernment relations and a state-by-state listing of the economic contributions attributable to the firearms industry. Trend data and sources are included throughout the report.

The 2015-2016 edition, released at the 2016 SHOT Show, includes the most cur-rent data available from doz-ens of sources. New to this year’s Guide is data from NSSF’s Hunting License Sales Index, which provides a more

current view of license sales than previously available.

“Although NSSF research has grown substantially, this report has been a constant source of information for the industry for more than 10 years,” says Chris Dolnack, NSSF Senior Vice President and Chief Marketing Officer.

With the industry gaining more and more attention from media and financial investors, it has never been more impor-tant to be up to date on the latest statistics. The Industry Reference Guide will put a wide array of easily accessible information at your fingertips, saving you from spending hours searching elsewhere.

Tom Shay of Profits Plus Solutions says, “Any successful businessperson knows that the more they know about their industry, the more profitable they will be, and this reference guide is a must-have for any-one wanting to better under-

stand the firearms and out-doors market.”

With this guide, readers will be able to see that violent crime in the U.S. is near an all-time low, while the number of NICS background checks has increased substantially. Additionally, dating back to 1930, the number of uninten-tional firearms-related fatali-ties is now at historic low lev-els. Along with such statistics, the Industry Reference Guide includes images of several NSSF infographics that can be used and shared by members through their social media, print marketing, and advertis-ing efforts.

To review the table of con-tents or to order the new edi-tion, go to nssf.org/research/IRG/#item12. If you have questions, or are ordering from outside the U.S. or Canada, call 203-426-1320 ext. 263, or email [email protected].

It has never been more important to be up to date on the latest statistics. The new Industry Reference Guide will put a wide array of easily accessible information at your fingertips.


UPDATEBY D IANNE VRABL IC , NSSF RESEARCH COORDINATOR

SHB0316_YSK.indd 21 1/14/16 1:06 PM

B Y R O B E R T F. S TA E G E RF Y I


Level UpW.R. Case’s authorized dealer program gives retailers an edge

L ike a good marriage, most successful business relationships are partnerships—two firms working toward the same goal. Some companies formalize the relationship with authorized dealership programs. Knife manufacturer W.R. Case’s program is an excellent example of the virtues of putting a ring on it.

Case has been in business for 126 years, and businesses from gun manufacturers to hardware stores have enjoyed great suc-cess selling its knives. The com-pany’s authorized dealer pro-gram has four levels—Silver, Gold, Platinum, and Master—with different buying commit-ments for each level. Silver level dealers need to carry 50 knives; Gold, 100; Platinum, 150.

“Once you become a Master Dealer, you’ve made a com-mitment to carry the breadth of the Case line,” says John Sullivan, Case’s director of marketing. “You’ve become a destination that a consumer can seek out.”

But with commitment comes benefits. There are purchasing perks, naturally, with greater discounts as you go up in level. But Case offers more than just that. It’s for the following rea-sons—as well as the sales power and craftsmanship of the knives themselves—that Cabela’s has enrolled two of its stores in the Master Dealer program, a move that sparked major growth in their knife sales, says Sullivan.

MarketingOne of the things becoming an authorized dealer does is allow Case to direct people to your location. “It’s always a chal-lenge from a company perspec-tive—how do you tell a con-sumer where to go to find a product?” says Sullivan. Authorized dealers show up on the W.R. Case dealer locator. Case also enjoys a fervent col-lector base, which it directs to Master Dealers via its Case

Collectors Club magazine. “It’s about helping the consumer realize that if they walk into the store, they’ll be able to see the whole line,” says Sullivan.

Case also offers marketing support, such as co-op adver-tising and advertising pieces dealers can use. During the holidays, Case provides a con-sumer rebate program and a four- or eight-page insert a Case authorized dealer can cir-culate with the local newspa-per. “We found that a lot of that grassroots advertising helps dealers grow their busi-ness,” says Sullivan.

DisplaysThe floor displays Case pro-vides to authorized dealers practically become a store within a store, a place where their knives are the focal point.

“We’ve got all sorts of differ-ent display fixtures to try to meet dealer requirements, and we’ve worked to customize a knife kiosk for their location,” says Sullivan.

“Because we’re trying to generate as many dollars as possible out of a small foot-print, we have things like our Platinum display tower, where you’ve got 150 knives on a dis-play that only takes up roughly 4 square feet of floor space,” says Sullivan. It’s incredibly effi-cient. Master Dealer displays typically include two towers and several jewelry cases full of knives, making for an attractive presentation.

Promo EventsCase offers to help with themed promotional events, such as its recent “Celebrating

American Heroes” tour, which helps stores make a local impact. Often, Case will offer a knife to auction for charity. “It’s the retailer being a good citizen and trying to help their community,” says Sullivan. “And while that’s going on, the fun of collecting Case knives comes through.”

Case is also planning to take the Case Knife Kids Camp, originated by one of its Master Dealers—Shepherd Hills Cutlery—nationwide. The camp is an event at which kids learn the basics of knife use and safety. It’s such a family-oriented hobby that kids from the original Case camps have been bringing their own kids to learn, says Sullivan.

Product AccessAnother advantage is the expanded access to the entire Case line. Case makes a vari-ety of high-demand limited-edition knives.

“As a Master Dealer, you have a chance to get an allocation of that product that you might not if you were only a Silver level dealer,” says Sullivan.

By making the commitment to become an authorized deal-er, retailers join into a partner-ship with Case. The company benefits from informed, com-mitted retailers telling the story of Case knives. And deal-ers know that Case has their back when it comes to market-ing and promotion.

“People have the chance to grow their business with Case,” says Sullivan. “We want to help them do that.”

Case’s authorized dealers get the chance to carry limited-edition knives such as those created by custom designer Tony Bose.

SHB0316_FYI.indd 22 1/14/16 11:24 AM

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B Y J O E K E L L E R

Leaping Into the Void Savage saves the .17 HMR

When Remington had to pull its semi-auto Model 597 from the shelves a decade ago in a high-profile recall, part of the collat-eral damage was the doubt left in the minds of some shooters about the overall reliability of the hot .17 Hornady Magnum Rimfire in semi-auto rifles. Now Savage has leapt into that void and staked its money and reputation on bringing shooters back to an auto-loading .17.

The new A17 rifle has a 22-inch button-rifled barrel and comes with two 10-round rotary magazines and Savage’s fine AccuTrigger. An oversize hard-chromed bolt is easy to use, and a button in front of the trigger guard locks the bolt open. That’s all well and good, but for my money, that stuff is nowhere near the most interesting part of this gun.

To solve the cycling prob-lem, Savage has engineered a new-style action, which it calls a “mechanically delayed” blowback system. The system supports the cas-ing long enough so that it doesn’t rupture in the action, yet it still provides the bolt with enough power to cycle the next round. That was the problem with Remington’s 597: too much energy filled the casing as the bolt slid back to pick up another round. Ruptures—and the recall—resulted.

The key to the new, safer A17 system is an interrupter lug that pops up into a slot in the top of the receiver when the cartridge is in the battery. When it’s fired, pres-sure pushes rearward and makes the lug come down-ward out of the slot. Although this happens in an instant, the sliding lug gives just enough time for the

propellant to burn up and pressure to be released, but leaves energy for the carrier to pick up the next round. It’s a brilliant system, and so far, it seems to have solved the problems created by a hot round. While shooting the A17 recently, I experi-enced none of the infamous rupturing or cycling prob-lems.

To coincide with the A17’s introduction, CCI Ammunition, which is

owned by Savage’s parent company, Vista Outdoor, created a new cartridge, also called A17. According to CCI, these cartridges burn hotter and fly about 100 fps faster than traditional .17 HMRs. Velocities are listed as 2,650 feet per second at the muzzle and a swift 2,000 fps at 200 yards. At the range, I did notice some powder burn from the ejec-tion port as the gun was fired. No such emission occurred with any of the other ammo brands I shot.

Accuracy, however, was exceptional. I stamped 1-inch groups at 100 yards.

If there is a downside to this gun and caliber, it’s the fact that a box of .17 costs three times as much as a box of .22LR. But, on the upside, it’s in the neighborhood of a box of .22 WMR.

Small-game hunters seem torn on the effect—not the effectiveness—of the .17 round. In other words, a center-mass shot will make

a mess of a critter like a squirrel or a cottontail. But the round is so accurate that a headshot is likely. The .17 is also a showstopper for coyotes and prairie dogs. A well-placed .17 will bring down a hog, but that’s push-ing the design limits of the cartridge.

It’s going to be hard to go back to a .22LR after playing with the A17 for a few days. I can hear a collective sigh of relief from the squirrels. SRP: $465. (savagearms.com)

The new Savage A17 semi-auto uses an innovative delayed blowback system to help it cycle hot .17 loads.

To complement the new rifle, corporate partner CCI has developed a new cartridge, also called the A17.

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Scout ExpeditionWould gun store personnel in central Alabama know about

Col. Jeff Cooper’s famous Scout rifle?

Scout rifles fascinate me. These carbines are made for hunting as well as fighting. Lt. Col. Jeff Cooper first described his idea of a Scout in the 1980s. A Scout rifle is a general-purpose bolt-action chambered in .308 Winchester, less than a meter in length and under 6.6 pounds. It would have iron sights as well as a rail for a scope, be fitted with a sling, and capable of hit-ting a man-sized target at 450 meters. Cooper worked with Steyr to create his dream rifle in the late ’90s, which met with limited success. Recently, the concept has enjoyed a comeback.

Now you can find Ruger’s Gunsite Scout, Savage’s Scout, and several other rifles on the market that fit the bill. I wanted to know how the gun-store clerks of cen-tral Alabama, in the Valley-and-Ridge region, would react when asked about these somewhat obscure models. I

found Southern hospitality, some perplexed looks, and mostly enthusiasm about how to help me get my hands on my own Scout as soon as possible.

STORE A

PERPLEXED➤ A clerk in his 20s was

stocking shelves nearby and came right over to help me. I asked if they had any Scout rifles, and he looked per-plexed. I explained they are a type of .308, and he pro-ceeded to show me various rifles in .308, but no Scouts. It was a bit awkward. Like backing up at a dead end, we

discussed the .308 caliber, how it is a good long-range gun without the thump of a magnum. I figured I’d check one out, and he handed me a Remington 783. The gun had a trigger lock on it, and I asked for it to be removed to try the trigger. Nope. Verboten. I asked him which guns or calibers have been popular lately, and he said in the last year there seemed to be more interest in .308, but .30/06 remains the most popular because of its versa-tility. He seemed to enjoy talking about guns and offered to show me more bolt-actions from the 200 or so new rifles and shotguns on display. But without any Scouts, and without any offer to order one, I went away disappointed.

STORE B

GEAR MAZE➤ This locally owned store was chock-full of about 500 new long guns, lots of acces-sories, ammo, and fishing tackle. It sure looked like they moved a lot of mer-chandise. It was not a very big store, but it was a maze of outdoor gear, like what I imagine heaven will be like. Would they have a Scout among hundreds of guns and all these products? I was helped right away, in a friend-ly Southern manner. The clerk knew of Ruger’s Scout, but they did not have one on hand. He told me they could

SHB0316_UCS.indd 26 1/14/16 11:37 AM


order one and have it for me in three days. He handed me off to a guy with a laptop who looked at a few of the other Scout guns online. He said he could get a Savage, a Ruger, and Mossberg’s quasi-Scout, the MVP Patrol, but he could not order me a Steyr Scout for some reason. He gave me reasonable pric-es and offered to order right then, even though I had not told him about which specif-ic model I was interested in. Helpful, but I got the feeling he was thinking, This guy doesn’t know what he wants. Bye y’all!

STORE C

EERILY EMPTY➤ This big-box store was eerily empty. It was early afternoon and midweek—

likely not the busiest of times—but there were far more clerks than customers. I walked to the gun counter and was delighted to see so many guns. I scanned the racks, looking for the tell-tale large mags and short, thick barrels. I spotted several Scouts among the more than 500 new long guns. A gaggle of clerks stood near the counter, and apparently they thought I wanted to be left alone for a few minutes. I waited about five minutes for a hand. I asked if they had any Scout rifles, and to my surprise, the man beelined to the Ruger section and handed me one of the four Gunsite Scout rifles. It had a blued barrel and a laminate stock, and all the things Cooper would’ve liked. It was beauti-

ful. I asked how long the bar-rel was, and he sent someone to get a tape measure to be sure (16 inches). They also had a second rifle just like the first, but for lefties. Two oth-ers were similar but had stainless 16 ½-inch barrels. The clerk handled the gun as if he had one himself, but when I asked how to remove the bolt, he pulled the tab, whereupon the heavy bolt slid out and crashed to glass counter. Maybe he wasn’t so familiar with this model after all.

STORE D

SOMETHING SIMILAR➤ This spacious old down-town store has wooden floors and lots of whitetail mounts on the wall. About 175 new

guns were displayed. I had called ahead and was told they had something similar to a Scout rifle, but when I arrived, there were no similar guns. The clerk helped me right away and told me they did not have what I was look-ing for but could order any-thing. That was a little frus-trating. I wondered if it was an oversight or bait-and-switch to get me to step into the lair. As I looked at what they did have, I was told another clerk, who was on a computer and phone, would help me. I was less than enthused and wanted to leave, but I allowed him to look up various Scouts online. We narrowed down my preferences to three spe-cific models, and he gave me a reasonable price for each.

How’d They Do?Customer Service

Product Knowledge

Product Availability

Winner: STORE

CThe clerk knew a good bit about the Scout, and I was pleased to actually get my hands on one. If I were to buy a Scout in eastern Alabama, this is where I would go.

Gander Mountain540 E. Meighan Blvd., Gadsden, AL 35903256-399-4371gander mountain.com

��

STORE

A The clerk was helpful and appeared to enjoy the diversion of talking guns over stocking shelves.

�

Unfortunately, the clerk was not aware of a Scout rifle style, though he knew the benefits of the .308-caliber.

no starsNo Scout rifles displayed; no offer to order one either.

��

STORE

B Quickly helped by a clerk, who was patient and interest-ed in my needs.

��

Knew of Ruger Scout, but not of other Scout guns. Looked them up online.

��

Offered to order any and have it for me in three days.

��

STORE

C Excellent. Not pushy, but let me look a bit. Then he asked if I needed help.

��

The clerk knew about Scouts in general, and about their specs—in general.

��

Four Scouts, all Rugers, on display. More than 500 other new rifles and shot-guns.

��

STORE

D Good. Was helped courteously and asked if I had any more questions.

�

They didn’t seem to know much about the rifle style but went online to get info.

��

Could have ordered three brands—Ruger, Savage, or Steyr—and receive any with-in a few days.

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

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Glass Gets

New riflescopes go long (or short),

the better to suit the individual needs

of the customer. In addition,

binos and red-dot sights come on strong

By Robert Sadowski

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The influence of 3-Gun shooting has affected all sectors of the industry, in-cluding optics. This year, there are numerous compact, low- to medium-power riflescope options for those 3-Gun customers who have a need for speed. Go-ing long is also a continuing trend, with plenty of long-range scopes with huge tubes and gaping objectives at all price points vying to fill your customers’ interest in long-range shooting. Red-dots continue to be popular, with brands offering all types of sights for all classes of firearms platforms. Here’s a look at some of the players in optics and the new gear they have to offer.

AIM SportsThe 2–6x32mm is a variable-power medium-range tacti-cal scope with a side-mount-ed red-laser module. The 4x32mm tactical riflescope

features a tri- illuminated rapid-ranging reticle designed for MSR platforms and calibrated to the ballis-tics of the .223 Rem. A sim-ple yet durable fixed-power

3x36mm tactical scope fea-tures a tri-illuminated reti-cle. For hunters, the 3–9x40mm scope features a one-inch tube and covered low- profile turrets. Locking turrets are now available on the XPF line of riflescopes. (aimsportsinc.com)

BSAThe Prevo hunting scope line is designed for the diehard hunter. Models include the PV3–9x40mm (SRP: $69.95), PV3.5–10x50mm (SRP: $79.95), PV4–16x44mm (SRP: $104.95), and PV6–24x44mm (SRP: $109.95), all of which feature a 30/30 reticle. (bsaoptics.com)

BushnellThe military-grade Elite 1-Mile laser rangefinder with CONX technology (SRP: $819.95) provides instant cus-tomized holdover and wind-hold data at the press of a button. The unit features Bluetooth connectivity, with a smartphone app that allows users to select or enter cus-tom ballistic curves. It also offers an Applied Ballistics mode that connects with CONX-compatible Kestrel devices. (bushnell.com)

Carson A 10x42mm full-size binocu-lar has been added to the 3D/ED Series and features HD

BSA Designed for serious hunters, the Prevo line of

riflescopes comes in four models, all of which feature

30/30 reticles.

Bushnell The Bluetooth-enabled Elite 1-Mile

rangefinder uses CONX technology to provide a

shooter with customized holdover and wind data.

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coating, ED glass, and Mossy Oak Break-Up Infinity finish body armor. (carson.com)

CelestronAdding to the Trailseeker series of spotting scopes are three new models: a 65mm (SRP: $238.95, straight; $249.95, angled), 80mm (SRP: $309.95, straight; $319.95, angled), and 100mm (SRP: $489.95, straight; $499.95, angled). Features include a rubber-armored housing that is water- and fogproof. Adaptors for the iPhone 5/5S, 6, and 6+ offer an exact fit for any phone and eye-piece combination. (celestron.com)

C-More SystemsYour 3-Gun customers will like the C3 1–6x24mm (SRP: $1,999) riflescope for the MSR platform. Features include lockable target tur-rets, with elevation zero stop and an illuminated reticle that is calibrated for a .223 Rem. 55-grain bullet. The Lazer Point MTL-OS is a tiny laser sight for Glock pis-tols that magnetically attach-es over the rear sight. It can be removed or installed in seconds with no tools. (cmore.com)

Crimson TraceThe LinQ system (SRP: $500) is a laser/light unit designed for the MSR plat-form that uses Bluetooth-like technology in a pistol grip to control a tactical light/laser module without cables or touch pads. Ambidextrous buttons on the pistol grip allow the user to operate the

laser/light module, which can also be removed from the MSR and used on anoth-er firearm. The Carry 9 Program (SRP: $249, red; $319, green) packages a Blade-Tech Klipt Ambi IWB concealed-carry holster with a Crimson Trace laser sight for either a Smith & Wesson M&P Shield or Glock G43 pistol. Using Shock Stop technology for red and green laser grips (SRP: $319, red;

$399, green) on S&W J-Frame round-butt revolvers helps reduce felt recoil. New Master Series 1911 laser grips include aggressive tex-tured aluminum and faux ivory models. (crimson

trace.com)

FLIRThe compact Scout III comes in three thermal reso-lutions: 240x180, 320x256, or

640x512 pixels (SRP starts at $1,899), and is the latest gen-eration of handheld thermal devices. Units can detect and display the body heat of ani-mals, people, or objects up to 1,200 yards away in total darkness, and now feature refresh rates of 30Hz or 60Hz, depending on model. The Scout TK (SRP: $500) thermal handheld camera is designed for campers, hikers, and hunters. (flir.com)

Carson A 10x42mm full-size binocular is now part of the 3D/ED Series. It features

HD coating for improved light transmission, ED glass, and Mossy Oak Break-Up Infinity

finish body armor.

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Hartman Ltd.Hartman is a new player in the red-dot optic space and is debuting the MH1 Red Dot Reflex Sight (SRP: $650), an advanced tactical sight with the largest (com-pared to other similar devic-es) field of view through the sight. It is waterproof up to 20 feet and night-vision-compatible. It also features ambidextrous activation but-tons and a sleep mode. (hartman-il.com)

Hi-Lux OpticsDebuting is a line of 34mm tube and first-focal-plane scopes. First-focal-plane models include the compact CMR8 1–8x34mm (SRP: $799) and the PentaLux 4–20x50mm (SRP: $599). The 34mm tube models include the CMR8 1-8x34mm and the long-range Vanquisher 6–26x50mm (SRP: $499), as well as the BMG scope and a Uni-Dial series 5–30x56mm (SRP: $599) with 34mm tube and customizable ballistic

turrets. (hi-luxoptics.com)

Konus USAThe economical Pro M30 riflescopes are redesigned to provide clearer views for long shots in low-light condi-tions. Two models include a 2.5–10x50mm (SRP: $219.99)

and a 3–12x56mm (SRP: $249.99). Both use an engraved 30/30 reticle with dual illumination. The upgraded SightPro DP (SRP: $79.99) red-dot sight offers 1X power for close-range shooting and a 2X power-booster attachment for medium range. It works on

pistols, shotguns, MSRs, bolt-action rifles, and even blackpowder rifles. The affordable Rex 8x42mm (SPR: $169.99) binocular uses a silver coating on the prisms for improved light transmission. (konuspro.

com)

Laser GeneticsThe powerful NS-300 Subzero series features two models—NS300-SZ (SRP: $339.95) and NS300x40-SZ (SRP: $389.95)—with a focusable 520mm green laser that can paint targets out to 500 yards. (lasergenetics.

com)

LaserMax The Spartan Laser series (SRP: $99, red; $149, green) features a mounting system designed specifically for handgun accessory rails, with ambidextrous activation and automatic shutoff after 10 minutes. (lasermax.com)

Leapers/UTGThe 8X T8 Series 2–16x44mm MRC (Multi-Range Combat & Competition) riflescope (SRP: $399.97) is set up for close-, medium-, and long-range distances. Three reti-cle options include a mil-dot, circle dot, and a reticle for airgunners. The 3.9-inch Open Reflex Sight (SRP: $199.97) is built for MSRs and offers a large field of view, a Picatinny mount, and dual red and green illu-minated circle-dot or dot-reticle options. The 6-inch ITA Red/Green CQB Dot Sight (SRP: $74.97) offers 1X

AIM Sports The 2–6x32mm is a variable-power medium-range tactical scope with

a side-mounted red-laser module.

Celestron The

Trailseeker spotting

scope line consists

of three models

that utilize a

rubber-armored

housing that is

waterproof

and

fogproof.

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magnification in either a T-dot or dot-reticle option.(leapers.com)

LeicaThe ER 5 series of rifle-scopes includes six new models—a 1–5x24mm, 1.5–8x32mm, 2–10x50mm, 3–15x56mm, 4–20x50mm, and 5–25x56 mm (SRP: $749 to $1,429). The ER line fea-tures extended 5:1 zoom ratios, 4-inch eye relief, and .25 MOA turret adjustments. The Geovid HD-R 42 laser rangefinding binocular comes in two models—an 8x42mm (SRP: $2,599) and 10x42mm (SRP: $2,649)—and features an open-bridge design and accurate ranging from 10 to more than 2,000 yards. Effective Horizontal Range (EHR) technology provides precise shooting solutions based upon dis-tance and angles within .2 second of pressing the acti-vation button. (us.leica-

camera.com)

LeupoldDesigned and assembled in the U.S., the new VX-3i hunting scope line (SRP: $499.99 to $1,249.99) fea-tures the Twilight Max light-management system, which balances light across the visi-ble spectrum for a brighter, crisper image. Scopes are equipped with an easy-to-turn power selector, with bold, tactile power indica-tors and a dual spring- adjustment system that pro-vides match-grade accuracy adjustments while maintain-ing its in-the-field rugged-ness. The BX-3 Mojave Pro Guide HD binocular line has

Flir The compact Scout III handheld device

is available in three thermal resolutions.

It has been designed to detect and display

the body heat of animals, people, or

objects as far away as 1,200 yards.

Lasermax The Spartan Laser

series features a mounting system

specifically designed to fit

handgun accessory rails.

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two 50mm models—a 10x50mm ($774.99 to $819.99) and 12x50mm ($839.99 to $874.99)—that offer a 15 percent increase in field of view. The open-bridge design is durable but light in weight. Available in Kryptek Typhon and Kryptek Highlander camo patterns or black. Bowhunting customers take note: The Vendetta 2 (SRP: $439.99) bow-mounted laser rangefinder now has a faster software package and improved mounting system, and it can be used on a crossbow. Leupold’s built-in True Ballistic Range (TBR) calculator automatically compensates for shot angle, delivering the correct incline-adjusted range instantly. (leupold.com)

LucidThe P7 4X optic (SRP: $435) offers fast-targeting with a ballistic MOA holdover reti-cle. The 19-ounce unit runs up to 2,500 hours on a single AA battery, and is waterproof, shockproof, and fogproof. (mylucidgear.com)

Meopta USAThe one-inch-tube MeoPro line now has two additional models—a 6.5–20x50mm and 6.5–20x50mm HTR (SRP: $1,092.49 to $1,149.99, depending on model and reticle). The scopes are designed for long-range hunting and precision shoot-ing, and feature a powerful magnification range and side-turret parallax adjust-ment, and are available with four different reticle options, depending on the model:

Z-Plex, BDC, McWhorter HV, and Windmax 8. The MeoPro HD binocular series now includes the MeoPro 8x56mm HD (SRP: $1,034.99), designed for low light with a large objective lens, advanced fluoride high-definition optics, and MeoBright multi-coated lenses. (meoptasports

optics.com)

MeprolightThe Sting (SRP: $1,557) dual-wavelength laser pointer incorporates two lasers—vis-ible and infrared—in one unit. Features include single zeroing, high- and low-pow-er options, and color-coded LED indicators for visible or infrared modes. Available to LE and military personnel only. (themakogroup.com)

MinoxThe new ZX5 line of rifle-scopes features four mod-els—a 1–5x24mm, 2–10x50mm, 3–15x56mm, and 5–26x56mm (SRP: $499.99 to $749.99, depend-ing on model and reticle). Features include a 30mm tube, with or without an illu-minated BDC or Plex reticle, and 5X magnification. (minox.com/usa)

NcSTARThe VISM Reflex Sight with Green Laser (SRP: $119.99) is a compact sight system that combines a red reflex sight and green laser. Both the dot sight and laser are controlled by a push- button control panel and powered by a single CR123A battery. The sight provides a 1/3 co-witness

Hi-Lux The CMR8 1–8x34mm

is a compact first-focal-plane

scope designed for tactical use. The

one-piece high-strength aluminum tube

ensures durability in the field.

Hartman ltd. The MH1 Red-Dot Reflex Sight is

waterproof up to 20 feet and night-vision-compatible.

laser genetics The powerful NS-300 Subzero

series features two models—NS300-SZ (SRP: $339.95) and

NS300x40-SZ (SRP: $389.95)—with a focusable 520mm

green laser that can paint targets out to 500 yards.

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with BUIS. (ncstar.com)

Nightforce Optics The SHV 4–14x50 F1 (SRP: $1,250) scope is Nightforce’s first first-focal-plane reticle scope and latest addition to the SHV line. The scope fea-tures illuminated reticle options, side parallax adjust-ment, and .25 MOA or .1 Mil-Radian adjustments with 90 MOA of elevation and 70 MOA windage. (night

forceoptics.com)

NikonThere are six new riflescopes equipped with BDC Distance Lock. In the Monarch 3 series, there are a 3–12x42mm (SRP: $549.95), a 4–16x42mm (SRP: $579.95), and a 4–16x50mm (SRP: $629.95). In the Prostaff series, there are a 3.5–

14x40mm (SRP: $359.95), a 3.5–14x50mm (SRP: $459.95), and a 4.5–18x40mm (SRP: $459.95). The new BDC Distance Lock function keeps everything in the first focal plane, which allows the rifle-scope to maintain its scale and distance proportions on a target throughout the entire zoom range. (nikon

sportoptics.com)

Rudolph OpticsThe Hunter H1 3–9x40mm (SRP: $294.95) scope is designed for medium and long distances in centerfire and rimfire calibers, and fea-tures a D1 reticle. The Varmint Hunter VH 4–16x50mm (SRP: $1,095) scope features a T3 reticle, efficient light transmission, a wide magnification range, and long eye relief. The Tactical T1 6–24x50mm

Minox The ZX5 scope line now encompasses four models.

Features include a 30mm tube, with or without an

illuminated BDC or Plex reticle, and 5X magnification.

ncstar The VISM Reflex Sight with Green Laser is

a compact sight system that combines a red reflex

sight and green laser. Both the dot sight and laser

are controlled by a push- button control panel.

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(SRP: $1,295) scope comes equipped with a T3 reticle calibrated in true .25 MOA values at 20X magnification and can be re-indexed to zero after sighting in. (rudolphoptics.com)

SIG SAUERSIG has gone all in with a complete line of optics for 2016. All of SIG’s riflescopes feature one custom SBT (SIG Ballistic Turret) elevation dial calibrated to your customer’s ballistics and environmental conditions. TANGO6 6X zoom premium riflescopes were designed for a wide range of uses, from close-quarter battle and long-range shooting to 3-Gun and dan-gerous-game hunting. Models include a compact 1–6x42mm, 2–12x40mm, 3–18x44mm,

and a long-range 5–30x56mm (SRP: $1,749.99 to $2,999.99). These scopes come with the HDX optical system, HellFire fiber optic, and glass-etched illuminated reticles, first- or second-focal-plane designs, and zero stop turrets. With a 4:1 zoom and first-focal-plane design, the TANGO4 rifle-scope line is intended for mid- to long-range shooting. Models offered include a 1–4x24mm, 3–12x42mm, 4–16x44mm, and 6–24x50mm (SRP: $749.99 to $1,249.99), all with illuminated glass reti-cles, 30mm tube, and ZeroLock turrets.

The WHISKEY-5 series of 5X power riflescopes were designed for traditional hunt-ing rifle and MSR platforms. Models include a 1–5x20mm, 2–10x42mm, 2.4–12x56mm, 3–15x44mm, 3–15x52mm, and

Sig Sauer The compact fixed-power prism-designed

Bravo series of red-dot battle sights are built

specifically for shooters who use MSRs.

Nightforce The latest addition to the highly

regarded SHV line is the SHV 4–14x50mm scope, the

manufacturer’s first first-focal-plane scope. It

features illuminated reticle options, side parallax

adjustment, and .25 MOA or .1 Mil-Radians adjustments.

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5–25x52mm (SRP: $874.99 to $1,624.99). WHISKEY-3 scopes feature low-dispersion glass, a rugged chassis, capped turrets, and one custom SBT elevation dial. Models include a 2–7x32mm, 3–9x40mm, 3–9x50mm, 4–12x40mm, and 4–12x50mm (SRP: $229.99 to $374.99). The prism-design BRAVO series of red-dot battle sights are designed for MSR shooters. These fixed-power sights include a BRAVO3 3x30mm (SRP: $437.49) and a BRAVO5 5x30mm (SRP: $499.99), which are compact and offer 10 levels of illumina-tion intensity. The BRAVO4 (SRP: $1,624.99) features a 53-foot field of view at 100 yards versus the standard 37 feet. The red-dot and reflex sight ROMEO series can fill most customers’ pistol, shot-gun, and rifle needs. The min-iature ROMEO1 reflex sight (SRP: $374.99 to $437.49, depending on mounting sys-tem) is designed to fit most popular pistols; it co-witnesses with iron sights on SIG pistols with machined slides. Manual brightness controls use SIG’s MOTAC (Motion Activated Illumination) system, which remembers your last setting after powering off. The larger ROMEO3 reflex sight (SRP: $474.99 to $499.99) is designed for MSR rifles, shotguns, car-bines, submachine guns, and full-size handguns. ROMEO4s are tube-style red-dots (SRP: $474.99 to $499.99) in four dif-ferent models that offer Picatinny and KeyMod mounts, combo solar/battery power, and have either a 2 MOA dot or 65 MOA circle/2 MOA dot reticle options. The ROMEO7 (SRP: $374.99) is a full-size 1X red-dot sight designed for MSR platforms.

The KILO2000 rangefinder (SRP $624.99) updates four times a second in HyperScan mode with LightWave DSP technology that is fast and accurate, and can range reflec-tive targets at 3,400 yards, trees at 1,500 yards, and deer at 1,200 yards. The built-in incli-nometer calculates range for angled shots.

The rugged roof prism ZULU binocular line combines high-quality glass, Spectracoat lenses, and Abbe-Konig prisms for brightness, contrast, and crisp resolution. ZULU3 mod-els include a compact 8x32mm (SRP: $312.49) and 10x32mm (SRP: $337.49), the single-hinge ZULU5 8x42mm and 10x42mm, the open-hinge ZULU7 8x42mm (SRP: $849.99) and 10x42mm (SRP $912.49), and the ZULU9 9x45mm (SRP: $1,437.49) and 11x45mm (SRP: $1,499.99). (sigsauer.com)

SteinerThe new HX series of binocu-lars is designed for comfort during extended scouting and uses new lens coatings for better light transmission. These roof prism binoculars include four models: 8x42mm (SRP: $919.99), 10x42mm (SRP: $999.99), 10x56mm (SRP: $1,499.99), and 15x56mm. (steiner-optics.

com)

SwarovskiThe X5(i) riflescope series was developed with the long-range shooter and hunter in mind. The two models are a 3.5–18x50mm (SRP: $3,432 to $3,666, depending on reticle) and a 5–25x56mm (SRP: $3,666 to $3,888, depending on reti-

steiner The HX line benefits from new coatings

and is designed for comfort during scouting trips.

nikon The Monarch 3

series will be equipped

with BDC Distance Lock,

which keeps everything in

the first focal plane.

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38 FEB./MAR. 2016

cle). The scopes have up to 116 MOA of elevation adjust-ment inside the 30mm tube body and a 5X zoom range. The improved EL binocular family has six new models, including an 8x32mm (SRP: $2,443), 10x32mm (SRP: $2,554), 8.5x42mm (SRP: $2,832), 10x42mm (SRP: $2,888), 10x50mm (SRP: $3,110), and 12x50mm (SRP: $3,188). The line features SWAROVISION technology and the FieldPro package, which enhances binocular comfort and ease of use. (swarovskioptik.com)

TrijiconThe Miniature Rifle Optic, or MRO (SRP: $579 without mount, $629 with mount), red-dot features a large objec-tive lens and shortened optical length to eliminate the tube effect common with many tube red-dot sights. Comes equipped with a 2 MOA dot aiming point. (trijicon.com)

TRUGLOThe TRU-BRITE 30 compact rifle series includes a 1–4x24mm and 1–6x24mm (SRP: $184 to $270) that fea-ture an illuminated reticle and two pre-calibrated BDC turrets for .223 Rem. and .308 Win. The compact ultra-light TRU TEC 20mm (SRP: $221) tactical red-dot sight offers a 2 MOA reticle and unlimited eye relief. The larger TRU TEC 30MM red-dot (SRP: $368) offers a larg-er tube. (truglo.com)

U.S. OpticsThe design of the ER-23 3–23x50mm riflescope was

based upon requests from military, LE, and competitive shooters. The scope is com-pact to accommodate night vision and features locking turrets. Reticle options include the MIL GAP and the Horus H59. (usoptics.com)

VortexThe Diamondback binocular line has been redesigned with eight new models: 8x28mm, 8x32mm, 8x42mm, 10x28mm, 10x32mm, 10x42mm, 10x50mm, and 12x50mm (SRP: $189 to $319). Features include a short-hinge design and rub-ber-armored housing. (vortexoptics.com)

ZeissThe all-new Victory V8 illu-minated riflescope line includes a 1–8x30mm (SRP: $2,888.99), 1.8–14x50mm (SRP: $3,333.32), 2.8–20x56mm (SRP: $3,888.88), and 4.8–35x60mm (SRP: $4,111.10). Select models include the bullet-drop com-pensator ASV system, which uses nine engraved rings to allow shooters to match the appropriate ring to their spec-ified long-range ballistics. The pocket-size Terra ED 8x25mm (SRP: $299.99) and 10x25mm (SRP: $329.99) bin-oculars are lightweight and compact, weighing just 10.9 ounces. The Terra ED 32mm binoculars, in 8x32mm (SRP: $411.10) and 10x32mm (SRP: $444.43), are now equipped with an exclusive Under Armour bino harness that features durable, thick hyp-alon attachments, solid metal hardware, and adjustable elas-tic straps. (zeiss.com)

Swarovski The EL bino family has been upgraded

and now boasts six new models.

Zeiss The pocket-size Terra ED bino, now available

in four models, weighs only 10.9 ounces.

SHB0316_OPT02.indd 38 1/13/16 3:31 PM

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SHOTGUNS FOR WOMEN FEBRUARY/MARCH 2016

Whether specially designed or cut to fit, woman-sized

SHB0316_WOM02.indd 40 1/13/16 4:52 PM


smoothbores should be part of your inventory By Phil Bourjaily

PA G E

41

Anne Mauro, a competitive

shooter and shotgun

coach, helped make sure

that Syren shotguns fit

women properly.

SHB0316_WOM02.indd 41 1/13/16 4:52 PM

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Syren shotgun vice presi-dent Anne Mauro, who is now a competitive sport-ing clays shooter and shotgun coach, says that when she started shoot-ing as an adult, she didn’t own a shotgun. “All the club’s rental guns were too long for me,” she says. “I had to take the recoil pads off to be able to shoot them.” The flat wooden butt digging into her shoulder on every shot left Mauro beaten and bruised after each lesson, but she was hooked. “I would drive home icing my shoulder, but I couldn’t wait to come back the next week to shoot again.”

Not many women—or men, for that matter—would put up with a hobby that caused that much pain. Men don’t have to, because shot-guns are stocked to fit them comfortably. But women have trouble finding suitable guns. As more and more women try shotgun shooting, you, as a retailer, can help them find guns that fit and don’t hurt.

S y r e n S h o t g u n s

SYREN IS THE FIRST COMPANY in the industry to sell only guns with stocks designed specifically for women. A spi-noff of Caesar Guerini and Fabarm USA, Syren takes guns from each line and gives them stocks designed to fit women.

The line of guns is made up of target and hunting semi-autos and O/Us. The Syren stock features a shorter length of pull to accommodate wom-en’s generally shorter stature; a Monte Carlo comb, because women’s necks are longer than men’s; more cast, and a toe that angles out to pro-tect tender breast tissue; and a grip designed so smaller hands can reach the trigger.

The Syren waterfowler—a 3-inch 12-gauge camo semi-auto—makes a good choice as an all-around hunting gun and is especially well-suited to waterfowl,

SHB0316_WOM02.indd 42 1/13/16 4:52 PM

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dove, and turkey hunting. SRP: $1,995. The ELOS O/U comes in both steel and lightweight alloy-framed versions in 20- or 28-gauge for upland hunting. The ELOS Venti Light, with an alloy receiver, weighs just 5¾ pounds and lists for $2,995. (To see the rest of the line, go to syrenusa.com.)

O t h e r O p t i o n s

ALTHOUGH SYREN SHOTGUNS are the only line with stocks completely designed for women, many manufacturers sell ladies/youth models that have shorter stocks that present a good option for some women. Many petite women find youth-model

20-gauges fit them fairly well. For those who would like to move up to a 12-gauge for waterfowl, turkeys, and targets, there is the Browning Micro Midas line, which consists of shorter-stocked pumps, semi-autos, and O/Us

in 12- and 20-gauge. Winchester’s Super X3 comes in a “compact” model in 12- and 20-gauge, and Benelli offers a short-stocked 12-gauge version of its excellent M2.

F i t t i n g W o m e n

YOU CAN LEARN TO take an off-the-shelf shotgun and fit it to a female customer. It doesn’t require all the resources of a gunsmith

shop to cut stocks and fit pads—you just need to be handy with a saw and a grinder. Fitting a gun also gives you the chance to make second-ary sales of recoil pads, spacers, and buttplates. Softer recoil pads, like the KickEez or Pachmayr Decelerator, are a great addition to any gun, and for women you’ll want models without a sharp toe. You can also easily install angled spacers to change the gun’s pitch—the angle of the butt in relation to the barrels—which can help a stock better fit a woman’s chest. A lot of female shooters find an adjustable buttpad real-ly helps make a gun more comfortable. Models like those made by Jones or Graco allow the shooter to lower the pad, which can help women with long necks comfortably cheek the stock. Those buttplates also rotate so you can turn the toe of the pad out to prevent it from digging into the shooter’s breast. If you can take a gun off the rack and turn it into a wom-an’s model, you’ll win customers that will come back for ammunition, pouches, glasses, vests, and, someday, more guns.

A m m u n i t i o n

LOW-RECOILING ammunition makes shooting enjoyable for new-comers—and that’s not just for women. Many shops stock little

more than the standard 1 1∕8-ounce 12-gauge target loads or the fast 1,325 fps 1-ounce loads, either of which deliver too much kick and more than enough pattern density at close ranges. The 7∕8-ounce 1,200 fps target loads offered in 12-gauge by Federal and Rio are good alternatives. Lighter still are Winchester Feathers, a quiet, subsonic load available in 12- and 20-gauge. Fiocchi’s 20-gauge ¾-ounce Trainers are another great choice for begin-ners. With the exception of the 7∕8-ounce Federal and Rio, all of this ammunition costs a little more than the cheapest target loads, so be prepared to explain why it’s a good idea to pay a little more for less recoil.

Syren shotguns have

stocks with a shorter

length of pull, Monte

Carlo combs, and grips

that fit smaller hands.

SHB0316_WOM02.indd 43 1/13/16 4:52 PM


Ihave been chasing gobblers for more than 35 years, but lately, in a concession to age, I’ve had to make some changes to stay in the game. First, I downsized from a heavy 12-gauge shotgun to a lightweight 20-gauge; second, I upgraded to quality decoys; and, third, I now spend more time hunting from a blind than running and gunning. Surprisingly, all three changes—shotgun, decoys, and blind—result in equipment that’s appropriate for younger hunters as well.

1Mossberg 500 Super Bantam Turkey Shotgun

➤ There are several advantages to hunting turkeys with a 20-gauge versus a 12, the most important being less weight. Twenty-gauge shotguns are also more compact, usually having shorter barrels. As a result, they are a great shotgun choice not only for seniors, but also for getting kids started turkey hunting. Some models, such as the Mossberg 500 Super Bantam Turkey pump-action shotgun I purchased, even come standard with a one-inch spacer built into the synthetic, camouflaged stock.

My plan is to continue hunt-ing with this 20-gauge until my grandsons are old enough to begin turkey hunting. Then it will be a simple process, with the aid of an Allen wrench, to remove the spacer and shorten the stock. As the boys grow, I’ll replace the spacer when the added stock

length is needed once again. As with kids, some women

will benefit from a 20-gauge. Many women simply don’t have the upper body strength required to hold a heavy 12-gauge in position for the extended time it takes some reluctant gobblers to finally stroll within gun range. Although using a 20-gauge may not totally solve the prob-lem, it will help, as will adding a shooting support stick. If you are looking to buy your significant other a new turkey gun, a 20-gauge usually costs less than a comparable 12, and the ammunition is priced lower, too.

Weighing just 5.25 pounds, this Mossberg shotgun is designed specifically for younger/smaller shooters, but is more than capable of taking toms. Using 3-inch shells and limiting my range to about 30 yards, I killed the first four tur-keys I shot at using this gun. Adjustable fiber-optic open

sights come standard, as does an Extra-Full choke tube. SRP: $496. (mossberg.com)

2 Ameristep Doghouse Ground Blind

➤ Priced at just $80, I thought this popular blind wouldn’t last long, but after leaving it set up in the woods for more than a month each spring for the past several years, it’s still completely functional.

Though the camo fabric is a bit sun-faded now, the zip-pers on the door and six win-dows all continue to work smoothly. The blind is about the right size for two adult hunters, and in a pinch you can also squeeze in a kid. At 66 inches in height, it’s not tall enough for most adults to fully stand in, but that’s not a deal breaker.

The outer material is 150-denier DuraShell nylon, which is both weatherproof

and wear-resistant. The blind collapses and folds into a back-pack carrier; also included are stakes and high-wind tie-downs. (ameristep.com)

3Avian-X Turkey Decoys

➤ Priced from $80 for a single bird to $180 for a hen-jake combo, these are not inexpen-sive turkey decoys. But they are worth every penny because of their unmatched realism. Last spring I had a hen and two jakes walk silently into my three-decoy spread and hang out for more than an hour without wising up.

The decoys are collapsible (made of Dura-Rubber, a material similar to that of a basketball) and come with a drawstring carry bag (olive drab) and a one-piece folding stake. The plastic stake is a lit-tle flimsy, so I replaced it with a metal rod. (avian-x.com)

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W H AT ’S S E L L I N G W H E R E

ORGood Guy’s Guns, Medford

Sitting just across the California border, this 2,000-square-foot store specializes in home defense while keeping an average of 400 firearms in stock. Handgun sales are steady, with Smith Shields, Ruger LC9s, and Taurus PT111s get-ting equal attention at the counter. “Our sales to women have steadily increased, and there is no doubt that having a female salesperson will make a difference,” said coun-ter salesperson Laura Gillian.

Sales of modern sporting rifles have been very brisk. Smith Sports and Ruger 15s have sold the best.

WAOly’s Gun Shop, Mount

Vernon This small family-run shop keeps more than 100 used firearms in stock. Incoming new

guns are mainly custom orders for its customers. Handguns continue to be the lion’s share of this deal-er’s turns. SIG P238s and Ruger LC9s and LCRs are seeing the most action.

Although uppers and lowers from Rock River dominate this retailer’s MSR inventory, DPMS and Ruger 556s are the most active sellers for complete gun assemblies. “MSRs continue to grow with our

mostly hunting clientele. Almost every one of my customers is build-ing an MSR,” said owner Brian Olson.

Bolt-action rifle orders are up, too. Weatherby Vanguards and Remington 700 varmint grades in .243 and .223 (along with a few .30/06s) are popular choices. Ammunition inventories are gener-ally good, except for .22 Mag., which continues to be in short supply.

AZSprague’s Sports, Yuma

Specializing in law-enforcement and military sales, this large south-ern Arizona independent has seen its MSR sales rise sharply in the last 60 days. The store is selling five per day, mostly models from Daniel Defense, Ruger, and FN. “The traffic in MSRs is strong, and we don’t see demand falling until the end of the election,” said manager Chad Converse.

Handgun sales have been heavily slanted toward Glock, mainly 43s and 42s. Even 19s have been diffi-cult to keep in stock. On the ammo side, .22 Mag. ammo has been hard to find and is preventing the sales of guns in that caliber. “Customers get really uncomfortable when we tell them there is no way to predict when we’ll have a steady supply,” said Converse.

KSBull City Guns, Alton Located on

Highway 24 in northcentral Kansas, this large independent keeps more than 3,500 firearms in stock with floor space of nearly 10,000 square feet. Handgun sales still rule at this retailer, which has moved high numbers of Kimber 1911s, Smith 686s, Ruger LC9s, and several FNS-9 compacts.

A few sporting clay guns are also selling, and waterfowl guns —Benelli Super Black Eagle II and Beretta 400 Extremes—are mov-ing, too. “Winter used to be all handguns. However, a late goose season has helped move shotguns now,” said owner Brice Ballard.

MSR sales remain brisk, and some recent weekends have seen 10 rifles a day go out the door. Top sellers remain Smith Sport 15s and DPMS Oracles.

MOTop Gun Shooting

Sports, Arnold Located in South St. Louis County, this store keeps more than 700 guns in inventory while operating a National Shooting Sports Foundation–certified five-star range. Handguns are moving exceptionally well at this location, with an even mix of Glock 43s, Ruger LC9s, and Smith Shields all turning numbers daily. “We have made a serious investment in our state-of-the-art range. That com-bined with having 120 handguns on hand to try at the range closes sev-eral sales every day,” said guns manager Rowdy Enderle.

MSRs are in high demand, turn-ing an average of four to six per day, which presents the challenge of keeping enough in inventory. DPMS Oracles and Smith Sports

are pulling the best numbers.

NEWestern Trail Sports,

Scottsbluff With more than 1,000 firearms in stock, this large western Nebraska independent also inventories a full line of gener-al sporting goods for both fishing and camping. MSRs are turning about three per week. Most sales are CMMG and Rock River.

Handgun sales are strong; H&K VP9s and Smith Shields and M&Ps are all selling well. “We’ve seen a real surge with senior citizens look-ing to conceal carry. They seem to already own a handgun but find them too large,” said owner Bruce Rollins.

In shotguns, the store is moving a few Stoeger M3500s and Condors. Some bolt-actions are still selling, mostly Model 70s and Vanguards.

West

Midwest

SHB0316_WSW.indd 46 1/14/16 11:38 AM


B Y P E T E R B . M AT H I E S E N

GAGooge’s, Hazlehurst

Located in southeast Georgia, this rural general sporting goods, gas station, and meat supply store stocks 250 used and new guns. Winter is all handguns for this retailer, with turns dedicated to Glock 43s, Ruger LCPs, and Taurus 686 revolvers. “Winter is handgun time until March, when we’ll start to sell a few turkey guns,” said part-ner Ray Googe.

With .22 ammo stocks in better shape than they’ve been for the last two years, Ruger 10/22s and Browning Mark II pistols are turning at a higher pace than usual.

TNFinal Flight Outfitters,

Union City Resting on the east-ern edge of the Mississippi flyway, this western Tennessee retail store

has more than 25,000 square feet of retail floor space and averages sales of more than 1 million pounds of steel shotgun shells annually.

Waterfowl season is winding down, but shotguns are still attracting plenty of attention. Beretta 400 Extremes and Browning A5s are still turning daily. “Our shotgun sales are year-round,” said gun department manager Billy Hazelwood.

Handguns continue to move steadily, with SIG 938s and Smith Shields in the top spots.

When asked about ammo stocks, Hazelwood said, “The guys at Vista Outdoor have really stepped up to the plate and filled our needs.”

Sales of MSRs are turning at about four a day. SIG 516s and M&P Sports hold the top spots. Sales of varmint bolt-action guns are steady as well.

TXNagel’s Gun Shop, San

Antonio This shop had its begin-nings in Robert Nagel’s garage back in the 1940s. It has since grown to one of the larger independent gun shops in the state of Texas.

Handguns are especially hot this winter, with steady turns of Glock Gen 4s, Smith Shields, and Springfield XD Mod 2s.“Handgun sales may be the best

we have seen for this time of the year. Texas recently enacted an open carry law. That, combined with the current political climate, has kept our counter hot,” said counter salesman Gilbert Trevino.

MSR sales are still brisk, with up to four a day crossing the counter. Smith Sport IIs lead the pack. Other quick movers include home-defense pumps shotguns from Mossberg and Remington.

NYA&K Gun Sales, Corfu

Using the old town post office, this 2,400-square-foot storefront keeps an average of 700 guns in stock. This retailer services all of the firearms it sells.

Sales of MSRs are inching up slowly as manufacturers adapt to new, complex state laws regarding this platform.

Pistol sales are steady, and though inventories of Glock 43s are challenging, owner Ken Wahl reports that most other models have been easily available. Anything 1911 continues to stay in demand, but at the same time con-sumer interest in LCRs and LCPs is falling.

Bolt-action varmint guns are slowly crossing the counter. Here, Weatherby Vanguards and Savage package XP Trophies mostly in .223

are selling quite well, according to Wahl.

CTBob’s Unpainted

Furniture and Gun Exchange, Darien In business for more than 50 years, the retailer specializes in handguns, reloading supplies, and unfinished Amish fur-niture. It has 500 firearms in stock. Concealed-carry handguns have been hot lately; Smith Shields and Glock 43s are all seeing fast turns. Demand for high-grade 1911s has never been better.

Ammo stocks are not ideal, but improving. “We can get most of what we need, but not what we want,” said counter salesman Hunter Tassitano.

Long rifles are starting to move, with a few Remington 700s and Savage BMags in .17 HMR.

NJGriffin & Howe, Bernardsville

Keeping 900 firearms on display in its New Jersey store, this retailer specializes in high-end shotguns and rifles. Its custom facility pro-duces Griffin & Howe–branded rifles and shotguns.

Skeet and clay guns are hot right now, with B. Rizzinis and Blaser F3s making daily turns. Other notable sellers include Beretta Silver Pigeon 686s and Perazzis.“While shotgunning plays a

strong role in our retail mix, long-range rifle shooting is our primary growth at the retail level. We opened a 1,200-yard shooting range just one hour from Manhattan,” said president Guy Bignell. Hunting rifles are starting to move, and the store is seeing turns of Dakota Arms, Ruger Precisions, and Blasers.

South

East

SHB0316_WSW.indd 47 1/14/16 11:38 AM

excellent low-recoil cartridge. Texas Armament & Technology (TxAT), a vet-eran-owned business, is the exclusive dis-tributor of Aguila Ammunition in the U.S. and Canada. (aguila.com)

Redneck Blinds ➤ With its spacious 6x6-foot interior, there’s plenty of room for up to three adults or two adults and two children to hunt comfortably in the Silent Stalker—whether with a bow, gun, or crossbow. It sports a heavy-duty, double-stitched, 600-denier flame-retardant camouflage cover, and the double-zipper design allows the windows to be opened to any configu-ration for maximum visibility while main-taining the highest level of con-cealment. The blind also fea-tures a heavy-duty powder-coated steel frame that will withstand high winds and heavy snow loads. Simply put: This blind will take anything you and Mother Nature can throw at it.

The blind has been designed in an octagonal shape to allow for the placement of four 10x46-inch vertical windows and three 14x30-inch horizon-tal windows. The 77-inch-high ceiling gives hunters plenty of

room to stand and shoot a bow, and the crossbar located directly below each hori-zontal window makes a perfect gun rest when combined with the Redneck Window Gun Rest Bag. In addition, the highly functional Redneck Blind Gear Console can be mounted inside to store gear, snacks, and drinks.

The Silent Stalker has an open floor and can be used on the ground or mount-ed to Redneck’s new 6-foot heavy-duty portable blind stand. SRP: $399. (redneckblinds.com)

Zippo➤ Zippo is expanding its best-selling line of reusable handwarmers with the addi-

tion of a new six-hour version. Like its 12-hour counterpart, the new handwarmer fits easi-ly into a pocket while provid-ing consistent and odorless heat. Generating 35 percent more heat than traditional dis-posable handwarmers, the 6-Hour Hand Warmer works best for stand hunters who repair to camp for a midday break.

Like the rest of the Zippo line of handwarmers, the 6-hour version is flameless and convenient to use over and

The Silent Stalker from Redneck blinds looks like a hay bale and will hold three adults. The high ceiling lets hunters stand to shoot.

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The 6-Hour Hand Warmer fits easily

into a pocket.

SHB0316_PRD.indd 48 1/14/16 11:25 AM

over. The warmer takes advantage of a new Easy-Fill Technology, which allows users to fill the product in seconds with either Zippo Hand Warmer Fuel or Zippo Lighter Fluid. A flat base keeps the 6-Hour Hand Warmer upright during refueling, reducing the chances of spillage. Once activated, the heater is placed into the included fleece warming bag. SRP: $19.95. (zippo.com)

Umarex ➤ The Brodax revolver is not a traditional replica firearm; it more closely resembles something you’d see in a video game or science-fiction movie. Nevertheless, its physical style is quite attractive. Vented ports are positioned atop the barrel hous-ing with a top-rear Picatinny rail, ready for a dot sight. Located below the barrel, another Picatinny rail is ready for a laser or flashlight. Polymer-framed with inter-nal metal parts, including the trigger and hammer, the Brodax’s external sleek lines and curves give it great balance. Like other recent introductions from Umarex, the CO2 capsule is concealed in the grip frame, and a hex tool for tightening the capsule is integrated into the grip plate to prevent misplacement. The safety is also cleverly placed on top of the grip behind the hammer, with a low profile so that it does not distract from the revolver’s appearance. Loading this handgun is easy—a rotary magazine slides out from behind the cylinder and holds 10 steel BBs. The Brodax revolver will shoot BBs in the neighborhood of 375 fps. SRP: $44.95. (umarexusa.com)

Tetra Gun Care➤ Tetra’s Gun Carbon Cleaner has been specially formulated to eliminate carbon buildup from metal surfaces on firearms, including modern sporting rifles. The ammonia-free formula lifts carbon-fouling residue from surfaces so that gun metal is properly primed for bore conditioning with Tetra Gun Grease and Tetra Gun Lubricant. Tetra Gun Carbon Cleaner is a

water-based solution that is generally harmless to non-metal parts, including wood, rubber, polymer, and composite materials. The product is also non- flammable and biodegradable, and will be available in different package types, including pre-saturated cotton patches, 2-fluid-ounce containers for small parts cleaning, and larger 8-ounce containers. A foaming bore cleaner in aerosol form is also available. SRP: $9.99. (tetraguncare.com)

Montana Decoy➤ Known for its photo-realistic, lightweight decoys, Montana Decoy is introducing the Fantastic 29x29-inch gobbler decoy that folds down into an 11x11-inch 12-ounce package for easy carry and storage in a turkey vest. A dou-ble-sided image with feather cuts on the fan edges and HD printing help give the decoy a realistic look. SRP: $44.99. (montanadecoy.com)

Vertx➤ Vertx tactical clothing began by design-ing high-performance tactical pants for the federal government. Since then, the prod-uct line has expanded to include comfort-able, durable, and functional pants, shirts, and outerwear. New for 2016 is the Vertx Delta Stretch Pants, which offer a casual, four-pocket look with functional design details—knife notch pockets, leather-trimmed tool pockets, and hidden creden-tial flaps to safeguard valuables. The pants (98 percent cotton and 2 percent spandex)

also feature articulated knees for increased mobility, and a gusseted

crotch provides freedom of movement. SRP: $89.95.

Vertx is also introducing a Delivery Messenger Bag ($289.95) that provides low-profile concealment for two

rifles as well as a Professional Garment Bag ($289.95) that holds

apparel, but also allows rapid deployment of rifles up to 28 inches in length. (vertx.com)

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SHB0316_PRD.indd 49 1/14/16 11:25 AM

Aguila AmmunitionAguila, the largest ammunition manufacturer in Latin America, is bringing its innovative line of shot-shells to the United States. Recent offerings include a competition line for skeet, trap, and sporting clays, as well as an exclusive pigeon load. The line includes Nos. 7 ½, 8, and 9 shot in standard and high velocities.

Aguila also is the only manufac-turer in the market to produce the Minishell. The unique 1 ¾-inch 12-gauge Minishell uses 2 ½ drams of powder and is available in 7 ½ shot (1,175 fps), slug (1,250 fps), and buckshot (1,200 fps). The Minishell works best with over/under shotguns and is an

(Continued on page 48)

PHOTO CREDIT

P H O T O B Y J U S T I N A P P E N Z E L L E RN E W P R O D U C T S


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With unprecedented 0.2-second trigger speeds, Trophy

Cam HD is now 3x faster. Matched with our famous one-

year battery life and a host of upgrades, the most reliable

trail camera in the woods is now more

reliable than ever. Only by Bushnell.

TROPHY CAM HD. NEW 3X FASTER TRIGGER. SAME 1-YEAR BATTERY LIFE.

©2015

Available in brown or Realtree® Xtra camo

MICHAEL WADDELL

Bone Collector, Realtree Road Trips TV and Bushnell Pro

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©2015 REMINGTON ARMS COMPANY, LLC.

Proudly Made in the USA by American Workers

LEARN TO LIVE READY AT

REMINGTONHANDGUNS.COM

12.10.2015 08:55 AdID: 46647 SHB0116

SHOT Business -- February/March 2016

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Transcript of SHOT Business -- February/March 2016