NSSF Legislator of the Year

shooting hunting outdoor trade show 1979–2009
NSSF
NEW
PRODUCT
REPORTS
SHOT Daily puts the
latest and greatest outdoor products at your
fingertips, starting with
what’s new in air guns
p. 12. Also, see what’s
new in airsoft p. 16
NEWS
bonnier group
hosts web panel
discussion
Experts focus on successfully
transitioning and growing brand
identity on the Web. SEE PAGE 4
magnum boots
steps out
Magnum’s patented new waterproofing process alters the surface
of a product at the molecular level
to repel liquids. SEE PAGE 8
cva’s apex: two for
the price of one
The new Apex is an interchangeablebarrel rifle with a lifetime guarantee.
Given the economy, CVA may be
onto something. SEE PAGE 10
carl zeiss honors
jim carmichel
Outdoor Life’s Shooting Editor
given a Lifetime Achievement
Award. SEE PAGE 28
FEATURES
targeted information, not speculation
A pair of NSSF surveys will help
retailers plan intelligently for the
future. SEE PAGE 24
scenes from the 2009
shot show SEE PAGE 34
S u n day, J a n ua ry 18, 200 9
The Daily News of the 2 00 9 Orlando S H OT Show Brought to You by the Bonnier Corporation and the N S S F
NSSF Legislator of the Year
N
ew York Assemblyman
Greg Ball has been named
the 2008 Legislator of the
Year by the National Shooting
Sports Foundation. Ball received the
award yesterday at the SHOT Show.
“Mr. Ball’s leadership in the New
York Assembly has helped to ensure
and protect our hunting traditions,
firearms freedoms and the livelihood
of law-abiding firearms retailers
throughout the Empire State,” said
Lawrence G. Keane, NSSF senior
vice president and general counsel.
“The NSSF is pleased to honor
Assemblyman Ball as the 2008
Legislator of the Year and looks forward to continuing a constructive
dialogue with him on public-policy
matters affecting the industry in
New York.”
Assemblyman Ball’s leadership and
influence was critical in the fight to
combat firearms microstamping in
New York. Earlier last year, when
Olympian
Is Here
Kim Rhode, the most decorated
female Olympian in the history of
USA Shooting, will be at Randolph
Engineering today from 8:30 a.m. to
9:30 a.m. Those who drop by to
meet Rhode will receive a ticket for
a chance to win a free pair of RE
Ranger shooting glasses. Booth
#3705. If you’d like to try the
R.A.S.S. shooting bench, stop by
the ATK booth to shoot targets on a
video screen. Booth #3330.
New York Assemblyman Greg Ball (second from right) is the NSSF Legislator of the Year.
legislation was introduced that
would have mandated microstamping—a patented process that laserengraves a firearm’s make, model
and serial number on the tip of the
gun’s firing pin so that, in theory, it
imprints the information on discharged cartridge cases—Ball dem-
onstrated his willingness to go above
and beyond by traveling to the New
York State Police Headquarters to
lead a demonstration against the
flawed technology.
A strong and vocal advocate of
hunting, Ball is the first New York
legislator to receive this award.
Internet Hunter
T
he Hunter from Emote Games
is a hunting simulator that combines traditional gaming with social
networking. Download the game
client and you’ll discover a visually
stunning hunting world, populated
with a huge range of highly realistic
animals, from small game and birds
to heavyweight trophies such as
bear, deer and elk, all created by
Avalanche Studios, the awardwinning developer of Just Cause.
But The Hunter isn’t just about
hunting; it’s also about community.
Players can interact through a
Web interface with a network of
thousands of people playing the
game at the same time. The Hunter
allows a user to make new friends,
form groups, take part in competitions and work with other players to
take on exciting challenges.
And when the hunt is over, you can
share your game experiences by posting journal entries, videos and pictures of your latest trophies online. A
user can even post details of his latest
“real world” hunt.
Emma Brown demonstrates the unique
aspects of Emote’s new game, The Hunter.
The social network isn’t just a
means of keeping in touch with the
community either; it forms a fundamental part of the game itself by
allowing the user to explore the
network, browse profiles, make new
friends and get hunting tips from
other players. The Hunter also connects throughout your digital life,
with links to Facebook and other
social networks, as well as RSS feeds
and messages to your cell phone.
Booth #3309.
sunday, January 18, 2009 ■ Shot Business Daily ■ 1
NEWS
Bonnier Group Hosts
Web Experts Panel
The panel discussion focused on successfully transitioning
and growing brand identity on the Web.
Y
esterday, the Bonnier Corporation’s
Outdoor Group, which includes
Field & Stream, Outdoor Life and SHOT
Business, partnered with outdoors clothing and
camo giant Realtree to host a panel discussion
highlighting the importance of the Web in the
outdoors industry. The invitation-only event was
attended by outdoors industry executives.
“Effectively utilizing the Web is essential to our
industry’s growth and survival,” said Eric
Zinczenko, group publisher of Bonnier’s Outdoor
Group. ‘We’re hoping that this seminar helps to
demystify the Web a bit, and promote and grow
our sport.”
Zinczenko stressed that the seminar was
“not an Outdoor Life or Field & Stream sales
pitch. This is something we strongly feel our
industry needs regardless of where you spend
your dollars—just as long as they stay within our
industry. The goal of this seminar is to educate
our industry on what is taking place on the
Web and how companies like yours are using
online to enhance their brand building.
We will try to do this using case studies, showing
real examples and through an expert panel
discussion.”
The panel discussion was led by Ari Rosenberg,
CEO of Performance Pricing. Rosenberg is a
Web-publishing expert who pens a weekly online
column that focuses on the subject for MediaPost.
com. Joining Rosenberg on the panel were Web
experts Bob Davidowitz, partner strategic services
of Format; Eric Barnes, senior vice president at
Brothers & Co.; and Jennifer Griggs, manager of
audience development for Bonnier.
The lively discussion focused on successfully
transitioning and growing brand identity on the
Web. Topics covered included the hallmarks of
successful websites and online advertising campaigns, online metrics and what to look for when
selecting Web-based partners.
Browning’s New Maxus
Already a Hit on the Web
Browning’s new Maxus autoloader promises to be one of the most talked-about introductions of this year’s
SHOT show. The Maxus combines traditional Browning features of speed-loading and a magazine cut-off
with attention-getting innovations such as a forearm latch in place of a magazine tube cap. The “turnkey”
magazine plug installs and removes with any vehicle key without the need to remove the spring. Internally,
the Maxus looks like a redesigned Gold, with a new piston featuring larger vents to better expel the gases
from heavy loads, a longer stroke for improved performance with light loads and a new seal intended to
keep residue out of the action.
When you shoulder a Maxus, you notice it’s a
light (under 7 pounds in 3- and 3.5-inch
12-gauge) and trim gun, two big selling points for
both older hunters, who demand easier-handling
guns, and younger hunters, who seem to equate
lightweight with “modern.”
Four years in the making, the Maxus was a
well-kept secret until its announcement at
Browning’s annual October sales meeting. “We
work hard at generating excitement among our
sales staff at the October meeting,” said
Browning’s Scott Grange. “If people know about
a gun a year or two in advance, we feel that takes
a little steam out of the project.”
The Maxus was also a surprise to the buying
public, which helped generate immediate buzz
about the gun. Browning “announced” the Maxus
by posting the 10-minute sales video on YouTube
right after the meeting. “We did that as an experiment in Web marketing,” said Browning’s Roger Stitt. “We
announced the posting on our Facebook page to see what would happen.”
Response to the video was so good—several hundred views a day in the first 10 days—that the marketing
team had to move up its plans to put information about the Maxus on the company’s website. “Word got out
very quickly, and people were calling us for information,” said Stitt. To see what all the fuss is about, stop by
the Browning booth. Booth #4335. (801-876-2711; browning.com) —Philip Bourjaily
4 ■ Shot Business Daily ■ sunday, January 18, 2009
Federal’s
Flitecontrol
Really Flies
F
ederal Premium’s Flitecontrol wad represents
a genuinely new idea in shotshell design.
Unlike traditional shotcups, Flitecontrol wads are
unslit. Instead of opening immediately upon exiting the muzzle, they contain the shot charge up to
20 feet downrange before releasing the pellets.
The result is a tight pattern out of almost any
choke and excellent long-range performance.
Although it’s technologically sophisticated, the
Flitecontrol concept is easy for consumers to
grasp and for Federal to market. Both the 2009
catalog and the federalpremium.com website make
frequent mention of the Flitecontrol wad. The
website dropduckslikerain.com promotes Black
Cloud and the Flitecontrol wad, as do a funny
series of viral videos. The folks at Federal not only
understand how to make innovative ammunition,
they know how to market it to today’s all-important and very media-savvy younger hunters.
Flitecontrol has proven successful with turkey
loads, buckshot and steel (in Federal’s Black Cloud
line, which debuted last year). For 2009, the company has expanded Flitecontrol offerings to
include 10- and 20-gauge turkey loads as well as
12-gauge predator ammo that make use of the
Flitecontrol wad and the very dense tungsten
Heavyweight pellets.
I had a chance to shoot early samples of both
the predator loads and the 20-gauge turkey loads.
Both performed extremely well—especially the
turkey loads, which I will definitely be hunting
with this spring. Booth #3139. (800-322-2342;
federalpremium.com) —Philip Bourjaily
Federal Premium’s Flitecontrol wads contain shot charges up to
20 feet downrange, resulting in tight patterns out of any choke.
Winchester Award
Winchester Ammo’s Distributor of the Year
Award recipient is Sports South Inc. The company was cited for outstanding dealer service.
NEWS
NSSF
Slaton L. White, Editor
Margaret M. Nussey, Copy Chief
David E. Petzal, Shooting Editor
Maribel Martin, Senior Administrative Assistant
James A. Walsh, Art Director
Paul Catalano, Production Manager
C o n t r i b u t i n g e d i to r s
Larry Ahlman, Michael Bane, Scott Bestul, Philip
Bourjaily, Chris Christian, Christopher Cogley,
Jock Elliott, William F. Kendy, Mark Kayser, Peter B.
Mathiesen, Brian McCombie, Tom Mohrhauser, Robert
Sadowski, Robert F. Staeger, Marilyn Stone
Eric Zinczenko, Group Publisher
A DV ERTISING: 2 1 2 - 779 - 5 3 1 6
John Graney, National Advertising Director
Gregory D. Gatto, National Sporting Goods Director/
Eastern Sales Manager
Paula Iwanski — Northeast
Brian Peterson — West
Stephen Mitchell — Southeast
Classified: (800-445-2714) Parker Bohlen
Elizabeth A. Burnham,
Director of Marketing and Online Services
Ingrid Reslmaier, Marketing Design Director
B us i n e s s Op e rat ion s
Tara Bisciello, Business Manager
C ONSU M ER M AR K ETING
Robert A. Cohn, Consumer Marketing Director
Richard Miller, Circulation Business Manager
M an u factu r i ng
Stefanie LaBella, Production Manager
Laurel Kurnides, Group Production Director
Barbara Taffuri, Production Director
The Bonnier Corporation
Jonas Bonnier, Chairman
Terry Snow, Chief Executive Officer
Dan Altman, Chief Operating Officer
Randall Koubek, Chief Financial Officer
Bruce Miller, Vice President, Consumer Marketing
Lisa Earlywine, Vice President, Production
Howard Roth, Vice President, E-Media
Shawn Larson, Vice President, Enterprise Systems
Cathy Hertz, Vice President, Human Resources
Dean Turcol, Vice President, Corporate Communications
John Miller, Brand Director
Martin S. Walker, Publishing Consultant
Jeremy Thompson, Corporate Counsel
SHOT
Business
(ISSN
1081-8618)
is
published
January,
­ eb­ruary/March, April/May, June/July, August/September, October/
F
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 16, issue 5. Copyright © 2009 by the National
Shooting Sports Foundation. All rights reserved. Editorial, circulation, production
and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695
(212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send
check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road,
Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied
by a stamped, self-addressed envelope. Requests for media kits and advertising
information should be directed to McClain Robertson, Bonnier Corporation, 2
Park Avenue, New York, NY 10016-5695. Periodicals postage paid at New York,
NY. REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send
address changes to SHOT Business, P.O. Box 1884, Lowell, MA 01853-9982.
Member: BPA
Printed in the USA.
For editorial inquiries, visit Office Suite B4
in the Orange County Convention Center.
NEWS
Personal Protection,
Terminal Performance
W
inchester will be introducing several
new designs of bonded bullets this
year, and the Supreme Elite Bonded
PDX1 is certain to draw attention in the personalprotection arena. The new Supreme Elite Bonded
PDX1 handgun bullets are engineered to maximize terminal performance as defined by FBI test
protocols. The bonding process welds lead and
jacket together to control expansion and provide
maximum weight retention.
Winchester states that upon impact, the sixsegment notched hollowpoint caliber diameter
expands 1.5 times under a wide range of impact
velocities. To prove this point, at a press briefing
Wednesday, national sales manager George S.
Brennan demonstrated the FBI test protocols to
which the handgun cartridge was subjected.
Impact velocities included bare ballistic gelatin,
cloth-covered gelatin, gelatin behind wallboard
and gelatin behind a laminated windshield. The
bullets expanded as advertised and penetrated to
more than 12 inches (10 inches in the windshield
test). Now, that’s stopping power.
The new handgun line will be available in
nickel-plated cases in .38 Spec +P (130-grain
bullet), 9mm Luger (124-grain +P; 147-grain,
standard pressure), .40 S&W (165- and 180-grain)
and .45 ACP (230-grain). Booth #3437. (618-2583340; winchester.com)
At a product demonstration with ballistic gelatin, Winchester
Ammunition showed the penetration power of its new Supreme
Elite Bonded PDX1 personal-protection handgun bullet.
Magnum Boots
Steps Out
Magnum Boots introduced
a new ion plasma–based
waterproofing technology
that permanently alters the
surface of a product at the
molecular level to repel
water, caustic chemicals
and other liquids. There is
no membrane to stretch,
tear or fail.
T
he footwear industry is not usually known for
using terminology like “pathogen-resistant,”
“nano,” “plasma” and “ions.” With the release of
Magnum Boots’ new line of tactical footwear, that
has completely changed.
In combination with technological research
company P2i, Magnum has introduced new
waterproofing based on patented ion plasma–
based technology, originally developed for the
UK military, to repel caustic chemicals and protect soldiers in the event of chemical warfare.
The process permanently alters the surface of a
product at a molecular level to repel water and
other liquids. Even blood will bead up like
mercury and simply run off the product.
What works for chemicals and blood works
for water and mud as well. “This is a completely
new technology that offers any wearer an ultrabreathable, waterproof boot. There is no membrane to stretch, tear or fail, or durable waterrepellent exterior to wear off,” said Paul Brooks,
category manager for Magnum Boots.
The ion mask waterproofing process is completed when the boot is in a finished state. The treatment is a plasma process that enables the polymers
to infuse to the shoes/boots on a sub-microscopic
scale. The process covers every fiber—not just the
outer layer—effectively treating the entire boot
inside and out. Booth #9169. (800-521-1698;
magnumboots.com) —Peter B. Mathiesen
NEWS
CVA’s Apex: Two for
the Price of One
CVA’s Apex is an interchangeable-barrel rifle. Hunters will have 15 calibers from which to choose. The rifle, made with Bergara
barrels manufactured in northern Spain, features a Neutral Gravity Trigger and carries a lifetime warranty.
G
iven the state of the economy, it’s certainly
no secret that hunters looking to buy new
gear want the most for their money. CVA figures
it has found a way to do just that with the new
Apex interchangeable-barrel rifle. This is a gun
the company believes duplicates the best aesthetic
and ergonomic features of the European highgrade single-shot rifles, combined with the nononsense performance aspects that American
hunters prefer—all the while keeping the price in
an affordable range. With a suggested retail price
of just over $500, CVA may be onto something.
“We were inspired by the single and double
rifles made by the best makers, both in Germany
and near our own factory in northern Spain,” says
Dudley McGarity, CEO of Blackpowder Products,
owner of the CVA brand. “These are rifles that
are sleek in appearance, and offer light weight and
a perfect balance and fit.”
McGarity notes that CVA’s marketing team felt
there was an opening in the U.S. market—if they
could combine the best features of the European
designs with interchangeable-barrel capability,
while keeping it at the right price.
“Sure, there are other single-shot interchangeable guns on the market, but we felt this concept
could be greatly improved upon in design, performance and certainly in value,” he says.
McGarity believes that, just by shouldering the
Apex, the serious shooter will notice a vast superiority in balance and fit. “But the real test comes
with the shooting,” he says. “And it is in the
shooting that the Apex really shines. Every barrel
is made by Bergara Barrels, which are among the
most accurate production barrels made today.”
In fact, CVA is so confident of the accuracy of
the Apex that it guarantees the guns to outperform those of any direct competitor’s same-caliber
offering.
Obviously, an important selling point of this
type of firearm is its inherent versatility.
According to McGarity, the Apex can be set up
quickly and easily with a wide range of Bergara
barrels in 15 calibers, including .45- and .50caliber muzzleloader, .22 rimfire, and centerfire
calibers from .222 to .45/70.
The Apex features CVA’s simple and reliable
trigger-guard-actuated breeching mechanism as
well as the patent-pending Neutral Gravity
Trigger (NGT), which provides a clean, crisp
pull (and is adjustable from approximately 3 to 5
pounds). Other features include a fluted stainlesssteel 27-inch-long centerfire barrel and a
25-inch-long muzzleloader barrel, an ambidextrous high-comb synthetic stock specifically
designed for the scope shooter, rubberized grip
panels, reversible hammer spur and a Crush-Zone
recoil pad. Stocks are finished in either black or
Realtree AP camouflage, and have a Quake Claw
sling as standard equipment. Finally, the Apex carries a lifetime warranty. Booth #2401. (800-3208767; cva.com) —Slaton L. White
An Old Favorite Goes Green
In 1903, Frank August Hoppe mixed up nine chemicals and created what some might argue is the world’s
most famous gun-cleaning solvent. Since that time, Hoppe’s has walked arm-in-arm with hunters and
shooters, advancing and evolving technologies to meet their needs at every turn. From the ever-popular and
versatile No. 9 to the marvel of efficiency known as Elite, for many shooters, Hoppe’s is the only name they
need to know for gun cleaning and protection. In keeping with the times, the Elite line has gone “green,” and
now includes biodegradable, non-toxic products. New for 2009, you’ll see a stain remover, hand cleaner
and plastic-stock rejuvenator. Booth #2861. (800-423-3537; hoppes.com)
PRODUCTS Airguns 2009
Pre cision machine s
air it Out
Airguns haven’t been “just kid stuff ” for a long time. Many modern versions
are precision shooting instruments A
irguns deliver a profit-
Anschutz
building triple whammy:
8002 s2
they have a low cost per round,
By Jock Elliott
Anschutz is unveiling its compressed-air rifle model 8002 S2 in a new
stock version—silver/laminated wood natural-blue. The barreled action,
manufactured in a special process, is bedded into the aluminum stock
on vibration-absorbing elastomers. To guarantee trouble-free operation,
this model has an air filter to protect the pressure regulator and the valve
from impurities that could cause malfunctions. The action can be cocked
only when it is closed completely. If the cocking lever is not closed completely, it jumps back automatically and a shot cannot be fired. The dryfiring mode has also been improved to prevent inadvertent shot release.
Booth #1952. (205-655-8299; anschutz-sporters.com)
they can be shot in venues where
firearms can’t be discharged and
they offer training for younger
shooters. Here’s what’s new.
AirForce
Airguns
AirForce Airguns’ exciting new universal diopter target sight provides precision at
an affordable price. While
designed primarily for
10-meter three-position air
rifle competition on the new
Edge sporter-class target rifle,
the sight is adaptable to most
airguns with its standard
11mm airgun mount base and
a huge range of vertical adjustment. The sight module can
also be removed from its
mounting base and clamped
into any 1-inch scope ring.
Sighting adjustment is performed with large 1/8-minute
click-adjustment knobs that
may be reset to zero. The
sight aperture uses the
standard European metric thread so adjustable apertures may
also be used. Booth
#310. (877-247-4867;
airforceairguns.com)
Airforce
airguns: Though the new
universal diopter sight (below) has
been designed primarily for the Edge
sporter-class target rifle (above), the
sight is adaptable to most
other airguns.
Beeman Precision Airguns
Beeman continues to expand its line of Sportsman Series products, including
its line of Dual Caliber air rifles. This patent-pending design allows a shooter to easily change the barrel on his air rifle from .177- to .22-caliber. (A
minor adjustment of the scope easily compensates for the caliber change.)
Beeman has responded to numerous customer requests for an All Weather
Camo stock air rifle by introducing the new Sportsman Series air rifles decorated with the Next G1 camouflage pattern. These airguns are both eyecatching and functional. Booth #747. (714-890-4800; beeman.com)
BSA
New to the ever-evolving BSA line is the revolutionary R10 air rifle. This
rifle takes its pedigree from the award-winning SuperTEN, though few similarities exist between the two. The R10 has a newly designed match-grade
adjustable two-stage trigger, as well as a new bolt-action cocking system for
smoother operation. The R10 sports a permanent 200cc air bottle, which is
filled by means of a quick-connect fitting located beneath the action,
recessed in the stock. A first for BSA, the R10 features a precise pressure
gauge for measuring the rifle’s state of fill. Attached to the BSA cold-forged
barrel is a permanent shroud that minimizes the burst of air upon firing,
which in turn reduces the sound report. This is all mated to a Grade 2 walnut stock that includes recesses capable of storing spare magazines. Booth
#2501. (480-539-4750; bsaguns.com)
Crosman Corp.
Crosman, which introduced the extremely successful Discovery PCP last
year, is unveiling a new category first, the Marauder, a multi-shot 2,000-psi
pre-charged pneumatic air rifle in both .177 and .22 calibers. The Marauder
features a beautifully finished hardwood stock with ambidextrous raised
comb and custom checkering, a choked and shrouded barrel for improved
accuracy and silent operation, a new two-stage adjustable metal trigger, a
raised-design aluminum breech, a built-in pressure gauge to display the gun’s
level of charge and a quick-disconnect Foster fitting for charging.
The .177 rifle produces up to 1,000 fps on compressed air and 700 fps on
CO2. The .22 rifle delivers up to 850 fps on compressed air and 650 fps on
CO2. All of Benjamin’s PCPs operate at 2,000 psi—an industry first. DualFuel technology allows the rifle to operate on either CO2 or compressed air,
12 ■ Shot Business Daily ■ sunday, January 18, 2009
supplied by Benjamin’s patented
hand pump. With fewer than 100
strokes of the pump, it delivers a
minimum of 50 consistently accurate shots on one fill and a minimum of 100 consistently accurate
shots on a single fill of CO2.
The Benjamin brand is also introducing a new portable electric pump
for use with Pre-Charged Pneumatic
(PCP) guns. The Three Stage highpressure pump will operate at 3,100
psi while weighing less than 10
pounds. The rugged construction
and durability and auto shutoff make
this pump a perfect companion for
the Discovery and Marauder.
Crosman is also introducing two
new break-barrel rifles for 2009.
The newest is the Remington
Vantage 1200, which features speeds
up to 1,200 fps with lead-free pellets, lightcocking effort and highquality satin-finished hardwood
beeman precision
airguns: The Sportsman Series
(standard and camo) allows a shooter to
change barrels from .177- to .22-caliber.
PRODUCTS Airguns 2009
Gamo USA
crosman: The Recruit (top)
features an adjustable buttstock. The
Remington-branded Vantage (bottom) comes
with a scope and uses lead-free .177 pellets.
stock along with a precision rifled
barrel. Available in .177 caliber, the
Vantage comes with a 4x32mm
scope with nonslip stop as well as
micro-adjustable fiber-optic front
and rear sights.
The Crosman Recruit will shoot
either .177-caliber BBs or pellets.
Built on a solid pneumatic frame, it
features an adjustable buttstock
designed to accommodate shooters
of any size and skill. The Recruit is
finished with an all-black synthetic
stock, and the receiver is grooved to
accept a scope. The reservoir holds
200 BBs and the manual clip holds
five pellets; the multi-pump pneumatic rifle can deliver muzzle velocities up to 680 fps with BBs, and up
to 645 fps with pellets.
The C41 pistol semiautomatic BB
pistol features alloy construction
that gives it a realistic weight and
feel. Powered by the 12-gram CO2
Powerlet with muzzle velocities of
495 fps, the C41 has a 20-round
spring-fed magazine. A slide grip
allows quick CO2 replacement. Rear
notch and front blade sights ensure
accurate shots. A medium-frame
pistol, the C41 has ambidextrous
checkered grips, rear notch and
front blade sights and is modeled on
the famous German pistols of
World War II. Booth #1747. (800724-7486; crosman.com)
Gamo USA’s Hunter Extreme in
.22-caliber shoots at 950 fps with
standard lead ammo and at 1,300
fps with Gamo’s new PBA .22 pellets. The Extreme has a hard wood
stock, thick ventilated buttpad and a
jacketed steel bull barrel. An 3–9x50
illuminated center glass etched reticle scope is included.
The .22 Extreme CO2 is the first
CO2-powered air rifle ever released
by Gamo Spain. It works like a
shotgun. Each time you cock the air
rifle by pulling the action toward
you, it indexes the round clip. The
clip holds 10 pellets, which can be
umarex: The futuristic-looking and highly accurate Hämmerli Pneuma is a pre-charged
pneumatic that comes with a black synthetic stock and a 200-bar air cylinder. It can fire a .177
pellet at 1,150 fps and a .22 at 1,000 fps.
shot as fast as the action is pumped.
The air rifle is powered by an
88-gram CO2 tank that delivers
around 300 shots.
Gamo’s Red Fire air gun ammunition is designed specifically for
hunting. A pellet with higher velocity and flat trajectory, it allows deeper penetration and instant expansion
on impact. The hard polymer tip
provides excellent flight characteristics as well. Booth #1422. (954-5815822; gamousa.com)
Leapers
The AccuShot 3-9x44 30mm Side
SWAT AO Scope features an angled
objective integral sunshade, RGB
EZ-Tap Illumination, mil-dot reticle, F/B emerald lens coating, zero
lockable/resettable windage and elevation knobs, side-wheel parallax
adjustment, and AccuShot 30mm
Weaver medium rings and black
flip-open cover. SRP: $119.95.
The 4x32 crossbow/airgun scope
includes angled objective with integral sunshade, five-step compensation reticles, parallax adjusted at 50
yards, RGB side-wheel illumination,
flip-open lens covers and Weaver
rings. SRP: $54.95.
Leapers is also unveiling Scope
Elevation Compensator Mounts for
RWS Diana airguns. They have a
stop pin to prevent backward recoil, milled bases to
accept a filler screw on a
rifle and 12 Weaver slots on
top. The MNT-DN034
Scope Elevation Compensator Mount is designed to
work with most RWS/
Diana break-barrel models.
The MNT-DN460 model
is for use on RWS/Diana
side-lever and underlever
air rifles. SRP: $19.95
Booth #976. (734-5421500; leapers.com)
leapers: RWS
Diana airguns get new
Scope Elevation
Compensator Mounts.
Both mounts have
a stop pin to
prevent backward recoil.
Umarex
Umarex USA is introducing a replica H&K CO2-powered pistol—the
H&K USP. With a magazine capacity of 22, the pistol will propel steel
BBs at 360 feet per second. Umarex
is bringing variety to the RWS lineup with a thumbhole version of the
Model 54 and 460 Magnum. Also
new is the RWS LP 8 Magnum, a
.177-caliber break-barrel pistol.
Weighing 3.2 pounds, the LP 8
Magnum has a muzzle velocity of
580 fps and features an integrated
top rail for a scope or red-dot sight.
The Browning 800 Mag breakbarrel air pistol is a high-powered,
virtually recoil-free pistol that
reaches 700 fps with a barrel length
of 9 inches. An Elite version
includes a Walther red-dot sight.
Newest to the Hämmerli lineup is
a pre-charged pneumatic, the
Hämmerli Pneuma. Appropriately
named, this black synthetic-stock
rifle comes with a 200-bar air cylinder and fires a single pellet at 1,150
fps in .177 and 1,000 fps in .22.
Umarex USA’s successful launch
of its Walther Magnum Air Rifles
has led to an expansion. The Talon
Magnum, available with a black synthetic stock and a 3–9x32 airgun
scope with Airgun Shock
Reinforcement, is now available in a
.22-caliber version with velocities
greater than 1,000 fps. Walther is
also introducing a .25-caliber version of its pre-charged pneumatic
air rifle, the 1250 Dominator.
Do-All Outdoors
Pro 5 Target Airgun Auto Reset System
The Pro 5 Target Airgun Auto
Reset System (AGP5) is perfect
for those shooters who want to
enjoy all-day shooting without
having to walk downrange to
replace paper or reset the target.
The Pro 5 Target Auto Reset is
designed with five targets that
react when hit with a pellet. A
top target sits up vertically and
four targets hang below. The
shooter shoots each one of the
four hanging targets, flipping
them up to rest on the bar of the
top vertical target. When all four
are hit, the shooter can then hit
the top target, causing all four
targets to reset to their original hanging position. The Pro 5 Target Airgun
Auto Reset comes with four legs that stick into the ground to give it a stable hold for all-day shooting; it’s designed to handle up to 1,100 fps rifles.
SRP: $19.99. Booth #1379. (800-252-9247; doalloutdoors.com)
Another introduction is the SG
9000, a shotgun-styled airgun that
fires single or three-shot bursts and
is powered by a single 88-gram CO2
capsule. The SG 9000 is capable of
velocities of 480 fps and measures
just 22.4 inches.
Known for its replicas, Umarex is
offering a CO2-powered BB pistol
in the fashion of a standard military
issue sidearm of the Soviet Army.
The Umarex PM uses a single
12-gram CO2 capsule to propel a
single steel BB at 380 fps.
Available for .177-caliber airguns,
the new RWS HyperMax Extreme
Velocity Airgun Pellet can achieve
up to 30 percent more velocity than
a standard lead pellet. Made of a
technically advanced alloy with a
conical head design for superior
penetration and maximum accuracy,
they are individually packaged to
prevent deformity and ensure quality. Booth #4323. (479-646-4210;
umarexusa.com)
PRODUCTS Airsoft 2009
palco: The DPMS Panther CQB
(close quarters battle) M4 was designed for
engaging the enemy at short range. With a muzzle
velocity of 420 fps, it packs a punch. The CQB
weighs 6.6 pounds, features metal gears, a gear
box, a tactical rail system, an extending stock and
a 300-round capacity.
w o r k o r p l ay , a i r s o f t d o e s
double duty
Whether used in a force-on-force training scenario or for backyard family fun,
airsoft replica firearms are making their mark A
irsoft replica firearms, which shoot 6mm
plastic BBs, are used for force-on-force
training, scenario play and backyard and familyroom fun. Here’s the latest for 2009.
Crosman Corp.
Crosman is introducing two new airsoft kits for 2009.
The first offering combines the Stinger S34P Multi-shot
Pump Shotgun and Stinger P36 pistol. The S34P is a
spring-powered pump shotgun that shoots three airsoft
BBs as fast as you can pump. The realistic shells load
crosman: The Stinger R34 CQB rifle can be had with the
Stinger P9 pistol in a kit that includes 500 6mm BBs. The R34 comes
with a four-sided Weaver rail; the P9 pistol uses a 12-round clip.
By Jock Elliott
just like a real shotgun and hold 30
rounds each, giving you 10 shots
per shell. The S34P features a tactical pistol grip, and its alloy construction gives the replica the
weight and feel of the firearm it
resembles. The P36 is a springpowered pistol with a 14-round clip
and a hop-up system. In addition to
both the S34P and P36, the kit will
include a pack of 500 BBs, two
spare shells for the S34, a spare clip
for the P36 and a speed loader.
Crosman’s second airsoft kit features the Stinger R34 CQB Rifle
along with the Stinger P9 pistol. The
R34’s four-sided Weaver rail lets the
shooter mount accessories like the
included red cross sight or other such
tactical additions as a flashlight or
laser. The magazine holds up to 18
plastic BBs and the reservoir
holds up to 400 plastic BBs.
The P9 is a spring-powered airsoft pistol featuring an
internal spring-loaded
12-round clip that drops out
with a push-button release.
The 80-round magazine
allows quick reloading. The kit also
includes a pack of 500 6mm BBs.
Booth #1747. (585-657-6161;
crosman.com)
Leapers
The SOFT-M4C16B-UTG High
16 ■ Shot Business Daily ■ sunday, January 18, 2009
Quality Full Metal Model 4
Commando Airsoft Gun is built to
withstand the rigors of law enforcement and security-forces training.
This full-metal body M4 replica
includes a 100 percent metal gearbox, high-capacity magazine,
retractable stock, removable rear
sight and tactical foregrip.
SRP: $275.
The SOFT-M4C28B-UTG High
Quality Full Metal Model 4 CQBOPS Airsoft Rifle features the same
rugged construction with a sidefolding retractable stock, metal hopup system, high-capacity battery and
removable front and rear sight.
SRP: $275. Booth #976. (734-5421500; leapers.com)
Palco Sports
PALCO: The
Colt 1911 is truly
an iconic firearm,
and the Palco airsoft version does it
justice. It features
an all-metal body,
textured grip, blowback action, adjustable hop-up, a muzzle velocity of 360
fps and a 24-round
magazine capacity.
The DPMS CQB (close
quarters battle) M4 was
designed for engaging the
enemy at a short range. It
still is able to pack a
punch with a muzzle
velocity of 420 fps.
Weighing 6.6 pounds,
the CQB features metal
gears and gear box, tactical rail system, vertical
grip, extending stock and
a 300-round high-capacity mag. SRP: $199.99
The Colt 1911 stands
as one of the
best-designed
pistols ever
made, and
this replica
Airsoft CO2
blowback
does it justice.
PRODUCTS Airsoft 2009
Soft Air USA
Guns of History
Soft Air USA offers retailers the opportunity to take advantage of the rapidly developing Softair AEG rifle market with
the “Guns of History” display. Guns featured in the program include officially licensed products like the Thompson
M1A1, the Schmeisser MP40 and the Kalashnikov AK47. Retailers can qualify for the display by purchasing officially
licensed models of guns from Soft Air USA. Booth #1922. (817-717-4300; softairusa.com)
The bi-colored version of the Colt
classic features an all-metal body,
textured grip, blowback action,
adjustable hop-up, a muzzle velocity
of 360 fps and a magazine capacity
of 24 rounds. SRP: $179.99
The iconic Kalashnikov AK47
features a metal body, metal gears
and gear box, folding metal stock,
and real wood furniture, making it
one of the most realistic AEGs on
the market today. This officially
licensed Kalashnikov replica sports
a muzzle velocity of 385 fps,
weighs 6.5 pounds and comes with a
430-round bakelite variant high-
capacity magazine. SRP: $249.99.
Booth #1922. (800-882-4656;
palcosports.com)
Umarex
With Umarex’s rights to H&K
styles, they’re bringing four new
airsoft guns to the U.S. airsoft market—MP5 Navy, P30, and two USP
versions. The MP5 Navy is a dualpowered air rifle that can be
cocked-and-fired or shot in semi-or
full-auto modes and has a magazine
capacity of 46 BBs with muzzle
velocity of 250 fps.
The P30 is an electric pistol that
features an electronically operated
blowback slide. It has a muzzle
velocity of 180 fps and has a magazine capacity of 16. The first H&K
USP pistol is spring operated; the
second uses a single 12-gram CO2
capsule and a 15-shot drop-out
magazine. It fires plastic BBs at 330
fps, making it a great sidearm for
airsoft competition.
Walther’s new pump-action SG
9000 is a CO2-powered shotgunstyled airsoft gun with black metal
rails that fires in single or threeshot burst modes and attains a
velocity of 480 fps. This cool new
CO2 airsoft gun is sure to
garner some serious airsoft
attention. The new ultrarealistic Walther P99 DAO
is also worth a look. Its
slide blows back while still
maintaining a velocity of
close to 400 fps. Booth
#4323. (479-646-4210;
umarexusa.com)
palco: The Kalashnikov
AK47 features a metal body,
metal gears and gear box,
folding metal stock and real
wood furniture, making it
one of the most realistic
versions on the market.
This officially licensed
product weighs 6.5
pounds and has a
muzzle velocity of
385 fps.
FEATURE
the undeniable benefits of
NSSF Membership
NSSF offers a variety of programs and services designed to help its members
run better businesses
B
B y B r i a n M c C o mb i e
eing a member of the National Shooting Sports Foundation (NSSF) comes with many outstanding benefits—the kinds of benefits that create more business, reduce your operating costs and
add to your bottom line. Benefits that provide some important legal and regulatory safeguards, so necessary for those in the firearms trade. And the larger benefit of safeguarding the Second Amendment, without which our way of life would not exist.
“The NSSF had made a tremendous difference in ‘setting the record straight’ by running countless letters to
the editor and op-ed pieces in local and national media,
correcting many misstatements and mis-impressions
about the lawful firearms industry and its responsible
consumers,” says NSSF president Steve Sanetti. “In
addition, we have, for many years, conducted an extensive voter education effort, aimed at reminding hunters
and shooters to carefully consider issues important to
them when they vote. And working with groups like the
Congressional Sportsmen’s Foundation, we help protect
our industry and our shooting sports by educating legislators regarding issues of vital concern to us in
Washington.”
When it comes to reducing your operating costs, NSSF
membership steps up to the plate in a variety of ways.
“FedEx is probably our most popular benefit,” says
Bettyjane Swann, NSSF’s Member Services Manager.
NSSF Members can save up to 26 percent on select
FedEx Express shipments, up to 18 percent on select
FedEx Express International shipments and up to 24
percent on select FedEx Ground shipments.
There’s even a whopping 65 percent savings on select FedEx Freight shipments through the FedEx
Association Advantage program.
A Staples discount program provides convenient, online ordering,
free next-day delivery and average
savings of 15 to 20 percent off retail
prices. There are also car rental discounts from both Avis and Hertz.
Insurance packages offered with membership
can accommodate individual needs and include medical,
dental, life insurance, short- or long-term disability and
extended care. Property and casualty insurance services
for retailers specializing in the hunting, shooting and
outdoor trades are also offered.
Business Center provides exclusive services such as fax
machines and copiers, an Internet connection, and computer capabilities.
The NSSF helps you bring in new customers, too, by
providing members with affordable 30-second, highquality television commercials, along with print ads, to
help recruit more people to hunting and the shooting
sports, specifically younger participants.
Employees are the lifeblood of any operation, and the
NSSF assists there, too. “The newest benefit we have is
IntelliCorp, for employee background checks,” says
Swann. “Given the nature of our businesses, it’s important that our retailers have qualified people in place in
their stores. Offering IntelliCorp also plays nicely into
the last membership survey we did. There, the retailers
were asking for more tools to help run their businesses.”
Within the last two years, the NSSF launched a new
website for members: the “Career Connections” job
board. There, NSSF member companies post job openings and connect with hunting, shooting and outdoor
enthusiasts seeking employment opportunities within
the industry.
“That’s been very successful,” says Swann. “We’ve
had a company or two that’s actually pulled an employment notice because they got such a good
response. It just makes sense, given what
we do, to offer a benefit like that to
our members.”
Other business tools offered to
members include Telecom
Brokerage, Inc. (TBI), which offers
customized local and long distance
voice and data services through its
contracts with more than 60 of the
telecommunications industry’s best vendors. Members can also tap into Celerant
Command Retail, a software management system for
firearms retailers. This includes an ATF-approved acquisition and disposition feature, replacing the need for
bound logbooks. NSSF members receive a 25 percent
discount on the initial software system.
Growing Your Business
With NSSF
Legal and Regulatory
Assistance
Lowering Costs Through
NSSF Discounts
The SHOT Show provides a great opportunity to promote your business, and NSSF members receive five
extra booth points when selecting exhibit space.
Members receive advanced notice of registration and
hotel accommodations. At the show, the NSSF Member
“We have a lawyer to whom we can refer our members,
for a free, brief consultation,” says Swann. “And Wally
Nelson, who is a retired ATF executive, will actually go
to your site and look over how you’re doing things. We
know that service is very popular with our members.”
20 ■ Shot Business Daily ■ sunday, January 18, 2009
(Note: The NSSF’s referral service is available only by calling the
member services manager at 203426-1320. The NSSF’s referral service is provided exclusively to current NSSF members, and members
of the National Association of
Firearms Retailers, as a benefit. It is
the member’s responsibility to contact the NSSF-referred attorney for
further consultation. The NSSF
does not provide legal advice to
members and it cannot guarantee
that the referral will yield favorable
results for the member.)
“Dealers can obtain educational
benefits such as our ‘Don’t Lie for
the Other Guy’ program,” Sanetti
adds, “to help protect them from
being fooled into making a possibly
very costly sale to an unauthorized
person.”
Research and
Data
The NSSF produces a wealth of
reports and studies on the firearms
industry, the shooting sports, and
related issues. They are available to
NSSF members at a larger discount,
and can be examined at the NSSF’s
“Industry Research and Statistics,”
home page at: nssf.org/Industry
Research.
“Everything on that Web page is
open and available to anyone,”
Swann explains. “But if you are a
member, you will get those prices
discounted. If you look at some of
the pricing on some of the reports,
the piece of research you may be
looking at, for members, can pay for
your membership itself—just with
the difference in the member and
non-member pricing!”
For 2009, Swann notes that the
NSSF will begin producing a series
of business binders, each of which
will provide essential information
on issues such as hiring practices
and budgeting. “We’ll offer those at
a reduced price for members,”
Swann adds.
Yet, keep in mind the “big picture” reasons why membership in
the NSSF is so vitally important.
“NSSF’s National Association of
Shooting Ranges rangeinfo.org,
‘Where to Hunt,’ and ‘Where to
Shoot,’ and huntandshoot.org websites all furnish important information to range owners, hunters and
target shooters alike concerning not
only where to go in their neighborhood to enjoy our sports, but how
to best preserve and protect their
hunting and shooting facilities from
efforts by the antis to shut them
down,” says Sanetti. “Without
access, our sports and our way of
life perish, and we at the NSSF have
absolutely no intention of letting
that happen.”
For more membership information contact Bettyjane Swann. (203426-1320; [email protected])
FEATURE
ta r g e t e d i n f o r m at i o n , n o t
blind speculation
A pair of NSSF surveys to be conducted in 2009 will give retailers the facts
they need to plan intelligently for the future
I
By Christopher Cogley
nsight into the industry that you’re a part of can be nearly as
valuable to your business as record-high profit margins. It gives
you the opportunity to reevaluate your strategies, refocus your
efforts and revamp your business plan. The National Shooting Sports
Foundation will provide its members with this kind of priceless
information by conducting two new surveys in early 2009 that focus
on groups of people on opposite sides of the gun counter.
Firearms Retailer Survey
Every business has a set of criteria by which it measures its success. Some
owners look at profit, some look at growth, and others look at gross sales.
Because of the inherent competitive nature of business, however, very seldom is it possible to gauge the success of your business based on the performance of similar businesses around the country. With the results of the
Firearms Retail Business Survey, however, that will no longer be the case.
“There is currently no source of data that firearms retailers can turn to
specifically to gauge their performance,” says the NSSF’s director of industry
research and analysis Frank Briganti. “This survey will help firearms retailers
compare their business performance to similar-size firearms retailers regionally and across the U.S. The intention is to help retailers improve profitability and better understand their own business.”
Briganti and his research team will survey retailers in the National
Association of Firearms Retailers database as well as in the public database of
Federal Firearm Licensees. They will gather information regarding retail
sales performance in specific categories, gross margin performance, employee compensation and benefits, performance by square footage and inventory
turns, customer demographics and marketing and promotion efforts imple-
22 ■ Shot Business Daily ■ sunday, January 18, 2009
mented. Once this information is
gathered, it will present an accurate
picture of the state of the industry
at the retail level.
“This survey, for the most part,
will be a snapshot in time,” Briganti
says. “But if it’s performed annually,
we can build a trend line from it.”
Even the snapshot of one year’s
worth of data, however, can have a
substantial impact on how retailers
in certain areas approach their business strategy.
“The survey data might identify
areas of wasted expenses, as well as
areas where a change—for example,
in marketing or promotions, in
store hours, in product assortment—will mean more profits,”
Briganti says. “Especially now, with
the looming economic crisis, the
bottom line for many small businesses is getting tighter. There is no
room for inefficiency.”
A Female
Perspective
Anyone who has been a part of the
hunting and shooting industry has
undoubtedly realized by now that
the face of the typical customer has
changed. What remains to be seen,
however, is how the industry has
changed along with its customer
base.
Discovering the answer to that
question is what prompted Briganti
to plan a survey of female participants in the shooting sports.
To get the data he needs to make
an accurate assessment, Briganti is
turning to the women who have
participated in the NSSF’s First
Shots program. First Shots was
designed as a way for people without a background in shooting to get
an introduction to the sport.
The program has been extremely
successful in its mission, and it
accomplishes a secondary goal as
well. In addition to getting more
people introduced to the shooting
sports, it has also provided Briganti
with the resources to get valuable
insight into women’s perspectives of
the sport.
“We have a pool of female target
shooters that we track and now have
the opportunity to survey in more
detail,” Briganti says. “We hope the
survey tells the story of this subset
of firearms customers.”
In addition to asking whether or
not they are still actively involved in
the shooting sports and to what
extent, Briganti will gather full
demographic information on the
survey participants. The survey will
also try to gauge respondents’ future
interest in the sport by determining
whether they’ve taken additional
formal training courses, received
their concealed-carry permit, purchased related equipment and invited others to join them. Another part
of the survey will try to determine
the brands, calibers and models that
female target shooters prefer.
The survey is planned for early
2009, and Briganti says the results
should be published later in the
year. “I think that all NSSF members, and the industry in general,
will be interested in this demographic,” Briganti says. “Women
play such an integral part in the
shooting sports community, especially in recruitment and retention
efforts. Where the mother goes, the
family goes.”
Whether it’s finding new ways to
improve retail operations or discovering how to better meet the needs
of female shooters, the NSSF surveys will give members the insight
they need to base business decisions
on sound information instead of
blind speculation. Knowledge is
power, after all—and in this changing economy, we can all use every
advantage we can get.
FEATURE
S H O T S ho w L e ts R e t a i l e rs
Reconnect
The benefits that retailers receive from attending the show are integral to the
success of their business
R
By Christopher Cogley
etailers are the front line of the hunting and shooting-sports
industry. They are the connection between the industry and
the sportsmen and -women who drive it. They are a critical link to
the health of the industry and its continued success.
Because of the vital role they play, retailers routinely get visits throughout
the year from sales reps showing them their latest products, newest technology and brightest ideas. So why would they take time away from their business and spend the money to come to the SHOT Show? Because those
retailers who have done so before recognize one important fact—that the
benefits they receive by attending the show are invaluable to the success of
their business.
Miles Hall, owner of H&H Gun Range and Shooting Sports Outlet in
Oklahoma City, and Jeff Poet, of Jay’s Sporting Goods in Clare, Michigan, say
that being at SHOT gives them the opportunity to see the newest products
before they hit the market or the media, and to understand them better by discussing them with their engineers and inventors. They can also get insight into
the manufacturing trends that are shaping the industry, and take advantage of
show specials to update inventory at
discounted prices.
Retailers can discuss the needs of
consumers with manufacturers who
can help meet those needs. They can
visit international companies and
agencies and assess global trends and
how they can affect their local customers. Some enterprising retailers
arrive a day early and attend SHOT
Show University; others go to seminars offered during the show. Both
options provide valuable information
on a wide range of business practices
and industry issues.
SHOT Show is also a chance to
align marketing plans with those of
manufacturers to maximize investments and returns. It’s a place to gain
a better understanding of the industry as a whole that’s only possible
through face-to-face networking.
Despite these and the many other
benefits of attending the show, Hall
says it isn’t necessarily a show that
everyone should attend.
“Only go to the show if you want
to make money,” he says. “It’s as
simple as that. If you’re in this
industry, and you want to be successful in it, then you have to go to
the SHOT Show. Period.”
Poet agrees that attending the
show is almost a prerequisite for a
strong business plan for the coming
year. He says there have been a few
years that, because of circumstances
outside of his control, he had to
miss the show, and each time he
regretted it.
“You can see the difference
between those stores that go to
SHOT and those that don’t,” Poet
says. “You see very different
approaches in their game plans. And
you see very different results from
those plans.”
One of the greatest benefits of
attending the show, however, might
have nothing to do with profits,
products or trends. It might just be
to remember why it is that we’re
involved in the shooting and hunting industry.
“By being at the show, you really
get a sense of the grandness of what
we’re a part of,” Hall says. “It’s
inspiring. It’s sort of like going to
church. You need to go every now
and then just to get reconnected.”
NEWS
Marlin Revises Market Strategy
Marlin’s XL7 suffered last year from a price point that had it competing with Ruger, Remington
and Winchester. Dealers can expect that to change in 2009. The company, recently acquired by
Remington, is adding the XS7—a short-action version of the XL7—to the line this year.
A
little over a year ago,
Remington Arms
announced it was acquiring
Marlin Firearms Co. At the time,
Marlin manufactured a wide range
of long guns, from the historic
Model 39 and 336 rifles (the oldest
shoulder-arm designs in the world
still being produced) to the newer
lever-action XLR series and the
bolt-action XL7 series.
Without a doubt, Marlin was one
of the giant names in the American
firearms industry. Nevertheless, the
management of the company looked
at the 21st century…and blinked. It
just didn’t have the resources to
compete on the scale needed in a
new, far more competitive world.
The big question, one year later,
is, did the deal work?
It all depends on what Remington
was looking for.
On the one hand, the acquisition
gave Big Green access to a line of
firearms—mainly lever-actions and
entry-level H&R single-shots—not
previously carried. But it also saddled the company with a problemat-
ic bolt-action (Marlin’s XL7 series),
as well as the rest of the Harrington
& Richardson (H&R) and New
England Firearms (NEC) line,
which had been swallowed up by
Marlin years before. How does one
digest such a meal?
Very carefully.
The basic idea is to have Marlin
complement, not compete with, the
Remington line. Marlin’s director of
brand development Bill Schirmacher
says, “Part of my job is to make sure
Marlin isn’t Remington. We know
the importance of brand separation.”
Schirmacher acknowledges that
Marlin can learn a lot from
Remington. “In the past, Marlin
was slow to get product to consumers. I think we’ll be much faster
over the next couple of years. We
can also learn a lot from Cerberus
[Remington’s owner], as it really
knows how to do things faster, leaner and more efficiently.”
Clearly, he understands that both
Marlin and Remington must tread
carefully in one area. “We need to
make sure that we don’t cannibalize
each other and confuse the customer. I’m not really worried about
that, because if you look closely,
there’s really very little overlap
between the two brands. Overall,
Marlin really is a good fit with
Remington.”
Schirmacher says he believes
Marlin’s core competency is delivering medium- to low-price rifles with
good value. “That’s what we’re good
at,” he says.
If that’s the case, it’s fair to ask
what happened with the Marlin
XL7, a good rifle that hasn’t sold as
well as expected.
“The problem with the XL7,”
says Tim Looney, Marlin and H&R
brand manager, “is that we took it
to Murderer’s Row.”
By Murderer’s Row, he means the
Model 77, Model 70 and Model
700, produced by Ruger, Winchester and Remington, respectively.
Looney believes Marlin had a
really good product, but spoiled it
with “too many cooks.”
“We lost our focus and added features that put us into direct competition with the bigger companies,”
says Looney. “We needed to look
more at Savage, Mossberg and the
entry-level market.”
The other problem, according to
Looney, was that Marlin didn’t roll
out the XL7 fast enough. “You’ve
got to capture shelf space,” he says,
“and we didn’t do that. We won’t
make that mistake again.” Looney
says dealers can expect to see more
aggressive product launches and
faster manufacturing ramp-up “at
competitive prices.”
For 2009, Marlin will add .30/06
and .270 in walnut and brown laminate stocks to the XL7 line. It also
intends to launch the XS7, a shortaction version in .243, .308 and
7mm-08 with either a black synthetic or Realtree APG-HD camo stock.
There will also be a youth version,
though manufacturers now tend to
call such offerings “compacts” in
order to broaden the appeal. The
suggested retail price should be
around $300, which would move the
rifle off Murderer’s Row.
Schirmacher remains bullish
about the acquisition. “We will be a
better manufacturer,” he says. “Part
of our sales staff will do nothing but
call on dealers. I’m also excited that
we’ll be able to access Remington’s
marketing savvy to help us move
our line.” Booth #4145. (800-2439700; marlinfirearms.com)
—Slaton L. White
Crosman Names Deborah
Lyman ‘Friend of Youth’ Winner
D
eborah Lyman was presented
with the 2009 Crosman Friend
of Youth Award at a SHOT Show
reception on Friday, January 16,
2009. Crosman Corporation established the award in 2005 to recognize an individual whose commitment to excellence in youth shooter
education and dedication to a lifetime of safe shooting have enhanced
the future of the sport.
Lyman has spent her life shooting; she is a champion in both
small-bore and three-position rifle
shooting, and has been a member of
several national U.S. teams. A
Certified Master Hunter Safety
Instructor, Lyman has also lectured
on the psychology and mental training of shooting.
26 ■ Shot Business Daily ■ sunday, January 18, 2009
Deborah Lyman was presented with the
Crosman Friend of Youth Award for her work
as a coach and a mentor to young shooters.
“I love kids and I love working
with them,” Lyman says. “Nothing
is more gratifying than to see a
young shooter who hadn’t been able
to hit the broad side of a barn come
off the firing line with a wide smile
and pointing to a target where he’s
hit the perfect bull’s-eye.”
Lyman, who grew up in Alaska
and currently lives in Connecticut,
has successfully coached a high
school small-bore rifle varsity team
to the state championships.
Lyman focuses special attention
on at-risk youth, in an effort to give
them a place to belong and a posi-
tive way to spend their time. “I
believe that an investment in a good
sport is cheaper than drug or alcohol rehabilitation. Kids who shoot
don’t have time to get into trouble.”
But perhaps Lyman’s greatest legacy, says Crosman President and
CEO Ken D’Arcy, is her dedication
to instilling a respect for safe shooting and building youngsters’ selfesteem through achievement. “If
effectively motivating young people
to appreciate the shooting lifestyle
is the key to building our sport,
then Debbie Lyman is one of the
most dedicated, hardworking volunteers and mentors we’ve got,” says
D’Arcy. “The industry and our
sport are fortunate to have her as an
example to emulate.”
NEWS
Carl Zeiss Honors Jim Carmichel
C
arl Zeiss Sports Optics honored Outdoor Life’s
Jim Carmichel with a Lifetime Achievement
Award for his innumerable contributions to the
shooting sports over a span of more than 40 years.The
award was presented during the company’s annual writers party Wednesday evening. In addition to receiving a
plaque recognizing his legendary contributions to the
use, study and development of sporting firearms,
Carmichel was presented with a new Zeiss Victory
Diavari 3-12x56 T* riflescope with the Rapid-Z 800
Ballistic Reticle.
“Those at Carl Zeiss who have had the pleasure and
honor of working with Jim Carmichel over the years
respect him not only because he is a great writer and
communicator, but also because he has proven to be an
excellent teacher,” said Erik Schumacher, president of
Carl Zeiss Optical, Inc.
“Jim has taken the time to share his knowledge of
firearms, optics and ballistics—gained through years of
hands-on experience—with readers, colleagues and manufacturers alike, and his deep devotion and numerous
contributions to the shooting sports are widely respected
and appreciated,” said Schumacher. “He is truly one of
the industry greats and all of us at Carl Zeiss wish him
well in his retirement.”
Some would say that Jim Carmichel, Shooting Editor
of Outdoor Life for 37 years, was born for the job. From
early childhood memories of crawling under a bed to
stare—for hours—at the pistol hidden under the springs,
to ownership of a comprehensive firearms test facility,
Carmichel’s attentions seldom stray from the field of
firearms.
“If I live for five hundred years,” Carmichel admits,
“there won’t be enough time for all of the shooting and
hunting I have planned.”
Veteran firearms writer and longtime Outdoor Life Shooting Editor Jim
Carmichel was honored by Carl Zeiss Sports Optics with a Lifetime
Achievement Award at the company’s annual pre-show writers’ party.
Even in his early teens, Carmichel
learned to reload ammunition, was
building his own guns and designed
a high-performance-hunting cartridge. He paid his way through college by making richly carved and
inlaid productions of Kentucky-style
long rifles. He earned four letters
on the varsity rifle team and was
captain for two years.
During the 1960s, Carmichel
began writing about guns and
shooting on a part-time basis, but
there was soon such a demand for
his writings, especially on the technical, do-it-yourself aspects of firearms, that he became a full-time
writer.
In 1971, he was tapped to succeed
the legendary Jack O’Connor as
Shooting Editor of Outdoor Life. He
has hunted on six continents in
more than 20 countries, including
29 African safaris. He also maintains
an active competitive shooting
schedule and has won awards in
small-bore and big-bore rifle, silhouette, skeet and benchrest, most
recently winning the Two Gun
Championship at the 2007 National
Benchrest Championships. In addition to his duties at Outdoor Life,
Carmichel served 12 years as a
member of the NRA Board of
Directors.
NEWS
The Sportsman Channel
Announces Sportsman of
The Year Recipient
Mike Avery, host of Jay’s Outdoor Magazine with Mike Avery,
began his career in television news. He now runs a multimedia
company, Avery Outdoor Enterprises.
M
ike Avery, host of Jay’s Outdoor Magazine
with Mike Avery, is the Sportsman
Channel’s 2008 Sportsman of the Year recipient.
The winner was announced Friday night at the
5th Annual Sportsman Channel Awards & Party.
Avery, who lives in Michigan, said his love for
the outdoors started early. “My Dad taught me
how to hunt and fish when I was a kid, and now I
just can’t get enough of it.”
Unlike many producers in the outdoors industry, Avery didn’t plan on becoming involved in
outdoors television. Instead, he started out in television news. “Working in news was a great experience. It taught me how to use video and sound to
tell stories, and that’s a skill I use every day,” he
said. Early in his news career, Avery produced
weekly segments for a local affiliate in Saginaw,
Michigan. “Those segments were called ‘News 5
Outdoors,’ and that sparked an interest in expanding my video ventures in the outdoors,” he said.
Currently, Avery helps get the message out
beyond Michigan with his multimedia company,
Avery Outdoor Enterprises. The operation not
only has the TV show, sponsored by local outdoors retailer Jay’s Sporting Goods, but also a
weekly outdoors radio program. “I want folks to
see that our outdoors lifestyle is an honorable
and necessary tradition. Not everyone will get
the chance to go to the places I do, but through
my TV and radio programs, I want to share my
experiences with others,” he said.
Graig Hale, the Sportsman Channel’s director
of business development, said Avery was “a true
sportsman in that he lives and breathes the outdoors. He lives to pass along our traditions to
others, and you can see and hear that passion
every week on his TV and radio programs.”
POMA & NSSF
Tip a Hat to
Tom Gresham
Tom Gresham was presented with the POMA/
NSSF Grits Gresham Shooting Sports
Communicator Award Thursday night during the
State of the Industry Dinner.
In honor of legendary outdoors communicator
Grits Gresham, POMA and the NSSF developed
the award in 2005 to recognize communicators
within the firearms/shooting sports/Second
Amendment arena who grasp the ideals, foster
the commitment and
display the talent
Gresham showed during
his storied career.
J. Wayne Fears, the
inaugural award winner,
presented the award,
a bronze casting of one
of Grits Gresham’s
signature hats.
“When the award
committee considered
the nominees, last year’s winner, Jim Carmichel,
hit the nail on the head when he said, ‘Who else
could our choice be but Tom? He is the consummate shooting sports communicator.’ The committee unanimously agreed,” said Fears.
Gresham has been the editor of five magazines,
and is the author of Weatherby: The Man, The
Gun, The Legend. He lives in northcentral
Louisiana and hosts the nationally syndicated
“Tom Gresham’s Gun Talk” radio show.
New-Hunters’ Ed
A
new partnership between the National
Shooting Sports Foundation, Safari Club
International and the Safari Club
International Foundation will create an online
education center that greatly expands the reach of
the NSSF’s award-winning educational video programs as well as their accompanying classroom
guides and lesson plans.
To date, the NSSF has
distributed approximately 500,000 videos to
nearly 100,000 elementary and high schools.
“NSSF is thrilled to
team up with SCI and
SCIF in helping to provide educators with
contemporary tools to
help educate our nation’s NSSF’s Chris Dolnack (right)
youth about the hunter’s presents a check to help
historic role in conserva- fund new education initiative.
tion,” said NSSF senior
vice president Chris Dolnack. “SCI has established itself as a leader in the conservation-education community, and this partnership leverages the
strengths of our respective organizations.”
NSSF will provide SCI/SCIF with a $100,000
grant for development of an online education
center and hands-on opportunities for SCI’s
American Wilderness Leadership School (AWLS)
attendees to experience target shooting and learn
about firearms safety.
NEWS
Rivers West Comes Into Its Own
A
n oak takes a long time to mature, but
when it does and it starts dropping
acorns, it becomes a deer magnet and a
great place to position a deer stand. Seattle-based
clothing manufacturer Rivers West, which is celebrating its 20th anniversary in the outerwear business, found itself in a similar situation. It began
life in a small way, spending its first 12 years producing athletic apparel for the NFL, NBA,
Olympic Games and World Cup Soccer under the
Nike label, as well as high-quality outerwear for
Patagonia and Helly Hansen.
It was a long gestation, but by 2001, Rivers
West was ready to drop something really special
on the outdoor industry.
Executive vice president of marketing Matt
Ryan said, ”The Rivers West brand began out of
necessity. It was designed to keep hunters warm
and dry in the wet environment of the Cascade
Mountains of the Pacific Northwest. It took us
three years and an investment of two million dollars to create our signature H2P Waterproof
System. We felt we had something that really
changed the game, so the next step was to get our
gear in the hands of professional guides and hardcore hunters in the area. They clearly became
advocates for Rivers West and spread the word.
After that, the brand took on a life of its own.”
Today, there are three weights of H2P fabric.
Products range from the traditional (the bestselling AmbushJacket) to the high-tech (Outlaw
Jacket). With anti-slip Sling-Gripper shoulders, a
welded chest pocket, and a hood and blaze-orange
safety vest that both store conveniently into the
collar, the Outlaw Jacket is poised to continue its
growth as the company’s best-selling new product.
Along the way, the team at Rivers West has
Matt Ryan, Rivers West executive vice president of marketing, with the company’s Outlaw Jacket in the new FLX digital camo. At
first sight, the pattern appears blurry and pixelated, but as the camo gets farther away from the eye, a pattern emerges.
learned that you can’t rest on your laurels. The
evolving nature of the business demands that
companies known for innovation keep innovating
or lose their luster. Last summer the company
was approached by Steve Hanks of Digital
Concealment Systems, who had an idea for a new
camo pattern.
At first sight, the FLX pattern appears blurry
and pixelated. As the camo gets farther away from
the eye, though, a pattern emerges. Simply put,
the farther away you get, the better FLX works.
Although innovation is a staple at Rivers West,
Ryan contends that innovation alone will not
propel the privately held company in the current
economic environment. So Rivers West plans to
utilize innovation in conjunction with value.
“As manufacturing costs rise, we plan to add
features to our current product line while maintaining retail price points and margins,” he said.
Added features include tag-holders on all biggame jackets, “Guaranteed No-Split” waterproof
zippers on all jackets with a retail price over $150
and the new S.A.F.E. (Stow-Away Fluorescent
Equipped) System, available in two 2009 models.
The final “value-added” program is the “Loaner
for Life” Program. “We invented a waterproof fabric system that completely protects you from wind,
rain and snow. However, that system is produced
by people, and people make mistakes,” Ryan said.
Beginning in 2009, Rivers West will provide a
substitute garment for any customer who submits a
product for repair or replacement. The customer
can use this “loaner” while his return is processed
and reviewed. Once the product is returned, the
customer can either ship the “loaner” back or pay
a nominal fee and keep the loaner.
Ryan admits that 2009 is shaping up to be a
tough fiscal year for the outdoors industry.
Nevertheless, he feels this innovative program will
not only help to retain customers, but will also
attract new customers, who see the value in doing
business with a company that stands so staunchly
behind its product line.
“In the current retail climate, only brands
that offer the best value propositions will
survive and thrive,” said
Rivers West founder
and president Michael
McGinley. “We’ll be
here long after the
dust settles on this
current economic
downturn.” Booth
#2277. (800-638-0887;
riverswest.com)
Professional guides and
hard-core hunters became
advocates for Rivers West.
NEWS
Scenes From the 2009 SHOT Show
Jim Carmichel “hoists the martini flag” at a reception, hosted by
Outdoor Life Editor-in-Chief Todd Smith, in honor of the retirement of
the magazine’s longtime shooting editor.
NSSF president Steve Sanetti (right) presents a plaque
noting NICS 10th anniversary to FBI’s Jerry Pender.
The Winter Park High School Armed Exhibition drill team performed its precision moves three different times at the Daisy
booth, drawing a crowd each time. Daisy manufactures the drill rifles for U.S. military drill teams.
CMMG, which builds .22 long-rifle conversion kits for
AR-15s, knows the value of creating an attractive booth.
Camouflage takes on a host of new colors and textures, including
lightweight camo strips, at the Feijuang International booth.
SHOT Business Award winners enjoy a light moment Thursday
morning at the Bonnier Outdoor Group’s Sportsman’s Lounge.
Award-winning comedian Bill Engvall had
them rolling in the aisles when he took center
stage at the NSSF’s State of the Industry
dinner. Engvall hosts CMT’s Country Fried
Home Videos and stars in a TBS sitcom.
George Cooper, president and CEO of the Theodore Roosevelt
Conservation Partnership, accepts Sporting Classic’s Sporting
Heritage Award at the Beretta booth.
34 ■ Shot Business Daily ■ sunday, January 18, 2009
Ultimate Fighting Championship Heavyweight Champ Brock Lesnar
stopped by the ATK booth. The 6-foot 3-inch former pro wrestler is
known for his size, wrestling ability and overall athleticism.