shot business

The guns and accessories your customers will need for a successful hunt PG. 34

Firing Line:CVA’s Accura V2 inline muzzleloader is no flash in the pan PG. 30

Fyi:Online training programs help your staff sharpen their selling edge PG. 28

Time to Cash In on

PredaTor HunTing

s h o o t i n g , h u n t i n g & o u t d o o r t r a d e

VoLume 18, number 7 december 2010nssf

1210_cover_03.indd 1 11/10/10 3:11:52 PM

december 2010 ❚ SHot BuSineSS ❚ 1

shot bus iness ❚ december 2010 ❚ vol . 18 , i ssue 7 contentscover: john hafner

Departments

2 editor’s note What are your true colors?

5 news briefs remington, leupold join forces on new sniper rifle; new line of bows from G5

26 atf q&a What do you do if a firearm has only a serial number present?

28 fyi cyber training is a fast, efficient method for keeping your employees up to date

30 firing line cva’s accura v2 is designed for the modern muzzleloader hunter

32 undercover shopper a hunt in idaho for an elk rifle

54 good stuff Danner footwear is a great value, and it’s american-made

56 what’s selling where

64 new products Para usa 1911; Mossberg tactical .22 rifle; sKb waterproof gun cases; and more

nSSF update 21 from the nssf Make the

most of the nssf’s website

22 shot show u. presents a great retailer line-up this special preshow program is a valuable learning opportunity

22 visit the nssf booth at shot show nssf staff members will be on hand to meet and greet visitors

23 nssf awards $100,000 to the bsa funding helps the bsa provide shooting sports programs nationwide

23 get state of the industry tickets now

24 nssf delivers value 25 you should know Demystifying the internet’s new social media

34 when the hunter becomes the hunted Predator hunting continues to grow, no doubt in part because of its unique appeal by doug

howlett

44 expanding seasons, expanding sales the customer hooked on predators is willing to purchase a wide range of accessories by j. guthrie

50 the melting pot Michigan retailer action impact thrives on a diverse customer base—and an equally diverse staff by brian

mccombie

34

61

32

Features

1210_toc.indd 1 11/16/10 11:16:40 AM

nssf

slaton l. White, editorMargaret M. nussey, Managing EditorDavid e. Petzal, Shooting EditorJohn Burgman, Assistant EditorMaribel Martin, Senior Administrative AssistantJames a. Walsh, Art Directorshayna Marchese, Associate Art DirectorPaul l. Catalano, Production Manager

ContriButing eDitors Larry Ahlman, Michael Bane, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone

eriC ZinCZenko, Vice President, group PublisheraDVertising: 212-779-5316John graney, Associate Publishergregory D. gatto, National Endemic and Online Sales DirectorPaula iwanski, NortheastBrian Peterson, West stephen Mitchell, Southeastelizabeth a. Burnham, Associate Publisher, Marketing & Online Servicesingrid reslmaier, Marketing Design Director

Business oPerationstara Bisciello, Business Manager

ConsuMer Marketingrobert M. Cohn, Consumer Marketing Directorraymond Ward, Senior Planning Managershelley shames, Fulfillment Manager

ManufaCturinglaurel kurnides, Group Production DirectorBarbara taffuri, Production Director

BonnierChairman, Jonas BonnierChief executive officer, Terry SnowChief operating officer, Dan AltmanChief financial officer, Randall KoubeksVP, Corporate sales & Marketing, Mark WildmanVice President, Consumer Marketing, Bruce MillerVice President, Production, Lisa EarlywineVice President, e-Media, Bill AllmanVice President, Digital sales & Marketing, John HaskinVice President, enterprise systems, Shawn LarsonVice President, human resources, Cathy HertzVice President, Corporate Communications, Dean TurcolVice President, Media Development, Michael Starobin Brand Director, John MillerDirector, licensing & Merchandising, Stanley WeilPublishing Consultant, Martin S. WalkerCorporate Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 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 offi-cial publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 18, issue 7. Copyright © 2010 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 photo-graphs. 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, and at additional mailing offices. REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

Printed in the USA. To subscribe, renew a subscription, change your address or other queries, please call our toll-free customer number: 866-615-4345.For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016

slaton l. White, Editor

True ColorsIs your heart in the right place?

In my town, the digital age has taken a dreadful toll. Closed are independent operations that sold books, com-pact discs, travel packages and hardware, all replaced by

faceless big-box entities that offer prices far below what an independent can offer and remain profitable. This raises the question: Are independent firearms dealers also doomed?

The answer is, not necessarily. A recent study—“E-commerce and the Market Structure in Retail Industries,” which was cited in an article in The Economist—acknowledged that there is “much truth in the conventional wisdom, but also some solace for those who believe small is beautiful.”

The study notes that the Internet has lowered the cost of acquiring information, and that armed with this data, consumers are able to cast a wider net in search of lower pric-es. This unrelenting price competi-tion has led to a shakeout where

small, “inefficient” companies have been replaced by larger, more effi-cient operations.

But there is a silver lining here. The study notes that big firms are not necessarily destined to vacuum up all the benefits of e-commerce. “The theory suggests that as people become better informed, thanks to the web, the businesses that cater most to their desires will thrive. If people want lower prices, then big-ger shops and chains, with their economies of scale, may be the ones that do best. But it is equally possible that a small shop meeting a very specific need might see its market share expand because more

people who want what it provides learn of its existence.”

The study provided evidence to back up this assertion, noting that there are small shops (with one to four employees) that are weather-ing this storm very well indeed.

Does that sound familiar?These are stores that cater to the

passion of the customer. These are stores where the owners are passion-ate about their businesses. These are stores where the prime directive is not to unload on a poor unsuspect-ing clod some oddball dustcatcher that’s been sitting in inventory for a year, but to make that customer happy by providing a service that mirrors and amplifies his passion.

And that’s exactly what you can do. You make that customer happy by listening to him. When you do that, you’re no longer a salesman, you’re a troubleshooter helping the person in front of you solve a prob-lem, whether it’s a need for a new elk rifle or a cleaning patch for a .22.

While you’re at it, keep this in mind: This empowered consumer has the ability to check the veracity of what you say with a simple click of a mouse or sweep of a finger across a smart phone. You and your associates better know your stuff.

One last proviso: If your heart’s not in it, if you’re just going through the motions, then maybe it really is time to close the door. For as The Economist summed up, the Internet allows customers “to see a business’s true colors.”

What color will your customers see?

2 ❚ Shot BuSineSS ❚ DECEMBER 2010

eDitor ’s note

1210_ed note.indd 2 11/10/10 3:28:30 PM

The future of your business

depends on it.

For 50 years, our mission has always been

to promote, protect and preserve our hunting

and shooting sports. Now more than ever, it’s

time to shoot for more and become a NSSF

member. To join, contact Bettyjane Swann at

(203) 426-1320 or [email protected].

Join the National Shooting Sports Foundation. Help us attract, excite and inform

new hunters and shooters – and turn them into your customers.

Your Future Is Our BusinessIt’s Also Our Mission and Passion

National Shooting

Sports Foundation®

All of us are a part of the lucky few who make a living

pursuing our passion. We are the National Shooting Sports

Foundation, the trade association of the firearms, ammunition

and shooting industry. By becoming a NSSF member, you

enable us to attract, excite and inform new hunters and

shooters in every state about the sport we love . . . new

enthusiasts mean more business for everyone. Whether it is

in the field, on the range, in Washington, D.C. or 50 state

capitals, we stand proudly as your voice. Help us make your

voice louder and stronger where it counts.

www.nssfmembership.com

© iStockphoto.com/Sami Photography

BN_025640_SHB1210.indd 1 11/8/10 3:28 PM

BN_025651_SHB1210.indd 1 11/10/10 2:24 PM


edited by john burgman

news br iefsnews ❚ promotions ❚ awards ❚ outreach

Remington, Leupold Join Forces on New Sniper RifleCurrent overseas military missions have seen a need for a more substantial sniper gun

Bits & Pieces

Mossberg Reorganizes

mossberg, the oldest family-owned firearms company in america, recently signed the evans Group for sales repre-sentation. the evans Group will be responsible for sporting goods and law enforcement sales in missouri, iowa, nebraska, Kansas, ohio and other midwestern states. mossberg selected the

evans Group based on the company’s retail knowledge, understanding of distribution channels and commitment to customer service. Jones & company, another

mossberg partner, will continue to service the southeast for sporting goods and law enforcement, and will be add-ing some eastern states as well.

The U.S. Army recently awarded Remington Arms a contract for the upgrade of up to 3,600 M24 Sniper Weapon Systems, which will carry a new designation—M24E1. The major change in this system is a switch in caliber from 7.62mm NATO (.308 Winchester) to .300 Winchester Magnum, to provide soldiers with additional precision engagement capability and range, as current opera-tions in Southwest Asia have demonstrat-ed the need for a more powerful and longer-range sniper round.

But that conversion wasn’t really a diffi-cult trick because the baseline M24 was originally designed to chamber a longer and more powerful round than the 7.62mm NATO.

“We are honored to be providing U.S. soldiers with the M24E1 solution, an evo-lutionary leap in precision engagement capability and survivability,” said Jason Schauble, vice president of Remington’s

Defense Division.“Remington has made investments in manufacturing moderniza-tion, end-user-driven research and devel-opment and complementary technologies to provide a wide range of reliable, dura-ble and maintainable small-arms solu-tions, and the M24E1 award is a signifi-cant achievement for our company and its proud U.S. workforce.”

The M24E1 utilizes a new stock assem-bly, which maximizes the amount of physical adjustments for the sniper to provide a true customized fit. In addi-tion, a folding buttstock allows for easier transport and greater concealment. Removable 1913 Picatinny rails will allow

Hunter Safety System Issues

Voluntary Recallhunter safety system (hss)recently announced an imme-diate, voluntary recall of the carabiners that were included with the new hss 300 ultra Lite tree-stand harness.the company stressed that

there have been no reported incidents involving these cara-biners. however, tests found that the carabiner gate-reten-tion pins can inadvertently detach, permitting the carabin-er gate to open. an open cara-biner gate creates the possibili-ty of the tree strap or lineman’s climbing strap to release from the carabiner, thereby allowing the user to fall.the upc code for the har-

ness is 8-59540-00083-0. all dealers and users should con-tact hss (877-296-3528) for a carabiner exchange.

Remington’s upgraded M24 rifle will be known as the M24E1.

(Continued on page 6)

The paper used for this magazine comes from certified forests that are managed in a sustainable way to meet the social, economic and environmental needs of present and future generations.

1210_newsbriefs.indd 5 11/16/10 1:09:04 PM

news br iefs

shooters to add appropriate accessories as needed.

Additional features include a quick-attach/detach Advanced Armament sup-pressor with muzzle brake, a five-round detachable box magazine and advanced corrosion-resistant coatings.

However, the most important upgrade is found atop the receiver: the Leupold Mark 4 6.5–20x50mm Extended Range/Tactical (ER/T) M5 Locking Adjustment riflescope. There is a reason this is a vital piece of equipment: You can’t hit what you can’t see.

Specially designed and built with the mil-itary sniper in mind, the scope has an auto-locking elevation adjustment. This feature ensures that rock-solid reticle adjustment is maintained during rough going and stress-ful conditions on the battlefield.

“This new scope incorporates all of the features our warfighters have been asking for,” said Kevin Trepa, Leupold’s vice president of tactical sales and marketing. “We are working hard to design, manufac-ture and deliver the tools they need to get the job done.”

Leupold president and CEO Calvin Johnston added, “We are excited that our newest riflescope is part of Remington’s upgraded M24E1 Sniper Weapon System. Leupold will continue to leverage its Oregon-based workforce to provide the

military with superior products built to their specifications.”

Other key features of the new ER/T include M5 windage and elevation adjust-ment dials with audible, tactile 1/10 (0.1) milliradian clicks to match the range-esti-mating and mil-based Horus reticle options. This allows fast shot correction in the field. An elevation zero-stop helps prevent under-rotation in high-stress situations.

With the Horus H27 or H58 reticle in the front focal plane, the scope offers the versatility of a variable-magnification optic, as well as the ability to accurately range at all magnification settings.

Leupold’s Xtended Twilight Lens System delivers a clear sight picture for target discrimination at all powers and in a wide range of lighting conditions. A lock-able eyepiece makes reticle focus simple to achieve and maintain. It also enables long eye relief to provide the shooter with near-instant target acquisition.

Other key features include side-focus parallax adjustment for easy parallax focusing from 75 yards to infinity. The 34mm maintube allows for maximum windage and elevation adjustment.

Leupold’s battle-ready Mark 4 6.5–20x50mm M5 Locking Adjustment scope is a noteworthy component to Remington’s M24 sniper rifle.

(Continued from page 5)


On the Move Industry hirings and promotions

Brian CorreiaPioneer Research announced that Brian Correia has been pro-moted to director of sales and marketing. Correia, previously of ZEP Sales & Service, will report directly to Wolfgang Harms, the president of Pioneer Research, and will be based at the compa-ny’s Moorestown, New Jersey, headquarters.

Allen Forkner Swanson Russell recently said that Allen Forkner will serve as a public relations counsel in the company’s public relations department in its Lincoln, Nebraska, office. Forkner has more than 13 years of experience in journalism and public relations.

Mark KorrosFilson named Mark Korros as its CEO and president. Korros will be based at the com-pany’s headquar-ters in Seattle, Washington, and has more than 35 years of experience in management, brand develop-ment and direct marketing.

Rossi Announces Rebate for YouthRossi recently announced a $20 rebate for its popular Youth Matched Pair shotgun line. The $20 rebate is offered for the .410/.22 LR Youth Matched Pair in a blued finish with brown, black or pink synthetic stock and a nickel finish with black synthetic stock. Additionally, the 20-gauge/.22 LR Youth Matched Pair in a blued finish with brown, black or pink synthetic stock is eligible for the rebate.

The rebate began in September and will continue until December 31, 2010. Consumers must submit the rebate form, mailed and postmarked within 20 days from the date of purchase. (Consumers should also note that the latest redemp-tion must be postmarked no later than January 15, 2011, to be eligible to receive the offer.) RSP for eligible products ranges from $197 to $283.

The Rossi Youth Matched Pair line is a popular “youth-size” gun. Rossi starts

with one of its single-shot rifles, then hand-fits an interchangeable shotgun barrel to create the Youth Matched Pair. The result is a rifle with adjustable fiber-optic sights and a button rifled barrel for enhanced accuracy, which quickly allows a swapped barrel to become a shot-gun. Each model comes with a scope mount base, custom carrying case and dual-purpose strap.

The complete line of Rossi firearms features the Taurus Security System, which offers additional safety for youth.

Rossi’s Youth Matched Pair is a popu-lar option for introducing kids to both rifle and shotgun shooting.


news br iefs

Blackhawk Embraces the Future with SitesIn the modern marketplace, consumers want to be “fully engaged.” As a result, manufacturers and retailers alike can no longer pursue simple command-and- control practices in which they call all the shots. If a consumer doesn’t like the prod-uct or the service, you’ll hear about it—loud and clear. It’s a Brave New World, one that seems to many to be alien terrain. Nevertheless, it’s the wave of the future, and the smart companies understand the importance of using new tools to build lasting relationships with customers.

Blackhawk is playing smart via a fan page on Facebook, a Twitter account and a YouTube Channel.

“The world is becoming increasingly Internet-savvy, and customers expect you to be where they interact, and these days that is on social networks,” said Ashley Burgess, senior marcom manager at Laura Burgess Marketing, which handles mar-keting and public relations for Blackhawk. “If you aren’t where your customer base is, you could be ignoring a crucial seg-ment of your market. By having a Facebook fan page, a Twitter account and a YouTube channel, we give our custom-ers and dealers a place to interact with us directly. It cuts out the middle man and lets our customers know that, yes, we are here for you and we are listening.”

According to Burgess, the company has seen a “tremendous outpouring of sup-port on the Facebook fan page. Customers are using it to interact with each other, to find dealers, to tell us their concerns and to tell us what we’re doing right.”

Facebook now boasts more than 500 million users, so it’s clearly the 800-pound gorilla in the room. That’s why Blackhawk’s 3,000 “like marks” are so important. But its Twitter account is gain-ing traction as well. “We mainly use this as a sales tool to announce deals and pro-motions,” she says.

YouTube has been Blackhawk’s oldest and longest social media effort. The com-pany has had a YouTube channel for four years now, and its video uploads are near the one-million mark.

Burgess says that all three of Blackhawk’s social media efforts have proved to be very effective tools. But one

product above all others seems to garner the lion’s share of attention. “The most inquired about product we see on our var-ious social media platforms has been the SERPA holster,” she says. “People want to know if we have one for a certain hand-gun model. After that, I’d say that our knives receive a lot of buzz as well on the various platforms.”

Given that social media is dominated by younger users, you might think going this way leaves out the older customer. Not so, says Burgess. “Actually, our largest age demographic on Facebook is in the 25- to 44-year-old bracket, and the fastest-growing segment is the 35- to 44-year-old. So, while the social media trend may have been started by college kids, it has quickly caught on in all generations.”

Those kinds of numbers aren’t lost on Blackhawk marketing manager Terry Naughton. “Social media has become a vital element in our marketing strategy, as it provides a vehicle for brand advocates to share information and communicate directly to the factory,” he says.

Blackhawk has always prided itself on its ability to move quickly to meet customer demand, and its social media efforts clearly help the company retain this competitive edge. “The exponential growth of our fan base, and their input, has assisted us in structuring our offerings to meet their requirements,” he says. —Slaton L. White

Blackhawk realizes that it’s better to embrace Web trends than to fight them.

1210_newsbriefs.indd 8 11/17/10 9:27:07 AM

G5 Outdoors introduced Prime, a new bow line, this season. With its proprietary and exclusive Parallel Cam Technology, the new line of premium bows virtually eliminates cam lean; this makes the bows more forgiving and more accurate at greater distances.

“The new Prime Bows will raise the bar in compound-bow performance,” said G5 president Matt Grace. “We are thrilled with the ingenuity our engineers and designers have shown in developing a product that addresses one of the nagging problems in current bow designs.”

The new design balances the load equally on each side of the bow cable, resulting in practically no cam lean, reduced horizontal nock travel and reduced limb fatigue. In addition, the new Prime series offers other unusual features, including forged 7000 Series T6 aluminum risers that are twice as strong as tradition-al 6061 T6 aluminum risers. This design helps to increase riser stiffness and reduce the shooter’s hand shock.

The Prime series also offers C-1 lami-nated limbs. These limbs utilize a cross weft design to significantly reduce tor-sional stresses in the limb, resulting in improved consistency and accuracy

Gore fiber string and cables, a TI-Glide titanium flexing cable system that reduces cam lean by 25 percent, and Shield Grip

New Line of Bows from G5 Prime line boasts im-proved technology for better performance

for repeling water, odors and other unwanted elements, are also included in the new Prime line.

The bows are available in several design patterns, including Optifade Forest, Optifade Open Country, Realtree AP HD and black, and come in two mod-els—the Shift and the Centroid.

Every Prime bow is fully assembled

Family-owned G5 looks to make waves with the new Prime bows.

and tuned. G5 then takes the extra step of cycling every bow 100 times on an automated cycling machine, and then super-tunes the bow again. This process ensures that strings are properly stretched, and limbs and limb pockets have properly settled–eliminating the need to retune the bow after the first 100 shots.

The Phantom CLS features TenPoint’s Compact Limb System Technology (CLS)

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news br iefs

Weatherby Nation, one of the largest and most active free social networks for hunt-ers and shooters, is offering a bevy of new benefits for members.

Created in 2007, and similar in concept to other online social networks such as

Weatherby’s Web Initiative Facebook, MySpace and LinkedIn, Weatherby’s online community, weatherbynation.com, is approaching the 50,000-member milestone.

In addition, on September 14, Weatherby unveiled a new graphics look

and updated navigation for the site. To accompany the new look, Weatherby launched several benefits on the site, including exclusive members-only access to Weatherby articles and stories, inside information on what’s happening at the company, members-only offers and dis-counts from Weatherby partner retailers and a special form for contacting Weatherby with product thoughts, ques-tions and opinions.

Weatherby Nation membership remains completely free, and the popular features of the site will continue to oper-ate normally. These include the Spike Camp message board and a personal “Trophy Room” and “Gun Rack.” In addi-tion, members can enter Weatherby’s online sweepstakes, offering the chance to win an African safari and three other hunts, home defense training at the world-renowned Gunsite Academy and an assortment of rifles and shotguns.

Sweepstakes entries can be submitted at news.299weatherby.com through December 31, 2010.

“With these new enhancements, Weatherby Nation delivers more benefits than ever before,” said Brad Ruddell, Weatherby’s vice president of sales and marketing.

Ruddell also said that the site will bridge the gaps between the different areas of the brand. “The new enhance-ments bring [Weatherby] Nation mem-bers and Weatherby even closer together, while maintaining a lively community in which passionate hunters and shooters can gather to swap stories and photos, dis-cuss past and future hunts, show off their trophies, and exchange thoughts and opin-ions on firearms and related equipment.”

Weatherby’s 2010 line features the Vanguard and Mark V rifles, over/under and side-by-side shotguns in the Athena and Orion lines, semi-auto and pump shotguns, premium ammunition and security/shooting accessories.

Weatherby is based in Paso Robles and invites shooters to visit and join its online community at weatherbynation.com.


The primary mission of a gun safe, to state the obvious, is to provide secure storage for firearms. But many owners also use these safes for secure storage of important household documents, jewelry and other small, valuable items. When Battenfeld Technologies, which specializes in innovative accessories, took a close look at how the interior of a safe is really being used, it realized that this prime real estate was often poorly utilized.

The solution was to create a line of accessories that allowed safe owners to unlock all of the storage potential of their vaults. That is exactly what Battenfeld has done with Lockdown.

Lockdown offers eight different hang-ing organizers designed to optimize stor-age space. These organizers can be installed with Battenfeld’s Universal Attachment System, which offers Vampire Clip inserts for use with carpeted interiors or magnets for use on metal interiors.

The line also includes gun care prod-ucts (for example, dehumidifier rods) as well as a vault lighting kit.

“We believe consumers will appreciate Lockdown as an effective and affordable means of maximizing their vault’s poten-tial,” said Jim Gianladis, vice president of product and marketing. “By enhancing organization and improving accessibility, Lockdown makes the storage of valuable possessions much simpler.”

Gianladis also believes the product will

Battenfeld Optimizes Storage have great appeal to dealers because its merchandising display requires no addi-tional retail floor space. The innovative over-vault display securely hangs on one or both sides of a vault already on the sales floor.

Jim Gianladis of Battenfeld says the company devoted “a huge amount of research” to create the Lockdown line.

“It will allow a retailer to fully cover the accessory category with a single vendor and free up precious shelf space for other products. We really did our homework on this line and are excited to see how it per-forms,” said Gianladis.

THE NEW WICKED RIDGE INVADERNow Available with TenPoint 3x Multi-Line™ Scope Option

Shown with optional SteddyEddy and Bowjax silencing kit

Get your Wicked Ridge Invader or Warrior, fully-outfi tted for 2011

with an array of new high-performance accessories.

HUNT THE RIDGE at ATA Show – booth #1801 / SHOT Show – booth #543 /

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2010 SHOT Business Award Nominations The winter months are about holiday feasts and snowy weather. However, for sports-men and industry heads, the winter is also about the SHOT Show—and with it, the SHOT Business Awards.

The award for Retailer of the Year goes to the shooting industry retailer that has excelled with an exceptional commitment to the promo-tion of the shooting sports, the preservation of our hunt-ing and shooting heritage and the protection of our firearms freedoms. Nominees include Richard Sprague (Sprague’s Sports, Yuma, Arizona); Joe Keffer (The Sportsman’s Shop, New Holland, Pennsylvania); and Joe Cimino (North Atlantic Sportsman, Monroe, Connecticut).

The award for Distributor of the Year is presented to the top distributor in the shooting sports industry based on com-munity outreach to promote the shooting sports and efforts to preserve our hunting and shooting heritage and protect our firearms freedoms. Nominees include Lipsey’s of Baton Rouge, Louisiana; Bill Hicks & Co., Ltd. of Minneapolis, Minnesota; and Big Rock Sports of Newport, North Carolina.

Manufacturer Rep of the Year is pre-sented to the leading manufacturer’s representative group in the shooting sports industry based on its community outreach and efforts to preserve and pro-mote our hunting and shooting heritage and protect our firearms freedoms. This year’s nominees are Mike Gladson (Sturm, Ruger & Co., Southport, Connecticut) and Shane Naylor (Remington Arms Co., Summerfield, North Carolina).

Additionally, an award is presented for Range of the Year, and it goes to the leading shooting facility based on its com-munity outreach and efforts to preserve and promote our hunting and shooting heritage and protect our firearms free-doms. Action Impact in Southfield, Michigan, Center Target Sports in Post

news br iefs

The SHOT Show is a time for dealers and brands to push new products, but it’s also when SHOT BuSineSS recognizes industry leaders.

Falls, Idaho, Bill’s Gun Shop & Range in Robbinsdale, Minnesota, Markham Park in Sunrise, Florida, and Minute Man Sportsman’s Club in Burlington, Massachusetts, are among the nominees this year.

The award for Company of the Year is presented to the leading company or organization in the shooting sports industry based on community outreach and efforts to preserve our hunting and shooting heritage and protect our fire-arms freedoms. Cor-Bon/Glaser in Sturgis, South Dakota, GunBroker.com in Kennesaw, Georgia, Midway USA in Columbia, Missouri, and USA Shooting in Colorado Springs, Colorado, are this year’s nominees.

Finally, an award for Person of the Year recognizes the individual who has done the best job of promoting the shooting sports and presenting a positive image while making great personal sacrifices—both in time and financial resources—in an effort to preserve our hunting and shooting heritage and protect our firearms freedoms. The nominees are David Baron of Trumbull, Connecticut; Buz Mills of Paulden, Arizona; and Jim Shepherd of Birmingham, Alabama

The winners will be announced at the Bonnier Outdoor Group breakfast at the SHOT Show on January 18, 2011.

Go to: www.ShotBusiness.com for free info.

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concealment with a

unique PDA-style case.

When traveling light is the order of the day, the new Taurus Compact Pistol

answers the call. The 10.2 oz. TCP — 9 oz. in Titanium — is a high-performance

compact with the best in Taurus technology and features. Available in either

.380 (738) or .32 ACP (732) with a 6 + 1 magazine — the durable polymer frame

draws quickly and delivers with confidence.

BN_025877_SHB1210.indd 1 11/10/10 3:14 PM

Beretta Gets New Manager to Push Brand AwarenessBeretta recently hired Lea Ramthun as the company’s new marketing communications manager. Ramthun brings seven-plus years of market-ing and firearms industry experience to Beretta USA. Ramthun will report to Ryan Muety, director of marketing and con-

sumer direct, and will focus her attention on the advertising and com-munications efforts of Beretta USA and the Beretta Galleries. “Lea brings a strong marketing background as well as industry experi-

ence to our marketing team. This is a vital role in our objective of driving brand awareness to purchase intent for our products, and we look for-ward to her contributions,” said Muety Ramthun said, “Beretta’s history, tradition and reputation is second to

none, and the opportunity to be a part of that legacy is certainly excit-ing. I’m looking forward to helping grow the Beretta Brand and ensure that the name Beretta is top-of-mind with consumers.”Beretta was established in 1526, and thus is the oldest industrial

dynasty in the world. The company traces its roots through 16 genera-tions of continuous family ownership. Firearms bearing the Beretta name have been sold for almost 500 years. The company’s American division, Beretta USA Corp., was founded in 1977, and supplies the standard sidearm to the U.S. Armed Forces. Today, Beretta manufac-tures, distributes and markets a complete line of firearms, accessories and apparel. Beretta also owns and operates six retail Beretta Gallery stores worldwide.

GunUp.com Picks Burgess as PR PartnerGunUp announced a partnership with North Carolina–based Laura Burgess Marketing (LBM) to create GunUp.com, an Internet community for new and expe-rienced gun owners. The site will use the latest in Web technology to bring a fea-ture-rich experience alive, with in-depth product specifications, reviews, articles, blogger content and more.

“We are very excited at LBM to be working with Dan Hall [CEO of GunUp] and his team on this Internet firearms community,” said Laura Burgess, president of LBM. “Dan Hall brings his years of experience as a fire-arms enthusiast and his military back-ground, coupled with his expertise in Web-based technologies, to give gun owners a total experience currently not found on the Internet.”

Dan Hall said, “GunUp identified LBM as one of the industry leaders who could help us navigate within the firearms and

accessories industry to bring best-in- class information and products to the forefront,”

“We are looking forward to working together to develop a one-stop, Web-based experience for gun owners and individuals who love the shooting sports,” he added

GunUp.com will be integrated with Facebook and Twitter for on-demand information on anything related to fire-arms or firearms accessories.

The Laura Burgess Marketing client list includes Blackhawk, SIG Sauer and KodaBow, among others.

GunUp is headquartered in Seattle, Washington. The company was found-ed in 2010 by Dan Hall, a combat veter-an. Working with a team of Internet-savvy technicians, Hall created an online community where gun owners can have access to current product information and subject-matter experts in the firearms industry.

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New Books for the Holidays

Sportsmen who want something to read in the blind or stand, or a couple of good books for those days when the weather isn’t cooperating, have a few noteworthy titles to check out this season.

Gun Trader’s Guide, by Stephen D. Carpenteri, is now in its 32nd edition, and is one of the original reference guides for gun values.

For more than half a century, the Gun Trader’s Guide has been one of the stan-dard references for collectors, curators, dealers, shooters and gun enthusiasts. The fully updated installment includes exten-sive listings for handguns, shotguns and rifles from brands such as Remington, Colt, Browning, Winchester and Beretta.

Detailed color and black-and-white illus-trations complement the descriptions of the guns included in Carpenteri’s guide. A simplified structure allows for quick access to information, and a complete index and guide on how to properly and effectively use the book to find the “perfect” firearm will be useful to sportsmen of all levels.

Also of note is a list of gun shows

around the country, as well as tips on gun show etiquette.

Shooter’s Bible, edited by Wayne Van Zwoll, is also being refreshed. Advertised as “The World’s Bestselling Firearms Reference,” the guide, originally published in the 1920s, is updated for the contempo-rary gun collector.

The guide was originally available as the mail-order catalog of the Stoeger Arms Corporation, but there are currently more than seven million copies in print. Now in its 102nd edition, the version includes up-to-date handgun and rifle bal-listics tables, extensive charts of bullets and projectiles for handloading, a new products catalog featuring firearms, ammunition and optics manufactured in 2010 or planned for 2011 and photographs showcasing various makes and models of firearms equipment.

Virtually all major brands are included in the updated volume, including Winchester, Cooper, Howa, Ruger, Benelli, Remington, Kimber, Smith & Wesson, Bushnell, Nightforce and Swarovski.

Gun Trader’s Guide, by Stephen D. Carpenteri, and Shooter’s Bible, edited by Wayne Van Zwoll, have stood the test of time and remain popu-lar reference books for hunters, shooters and collectors. Both books are being re-released with updates and new listings.

Easy Gift Ideas Dealers should note that guidebooks and reference volumes are potential purchases for the holidays, especially when people who are not entirely familiar with firearms are buying holiday gifts for sportsmen. Gun Trader’s Guide, Shooter’s Bible and other books are less expen-

sive than many firearm or hunting accessories, generally take less explanation and sales time on the floor, can be grouped with other instructional items like DVDs and pamphlets, and offer relevant infor-mation for shooters of all skill and experience levels.

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Umarex Opens New Facility in Arkansas

The wait is over. This October, after a year and a half of construction, Umarex USA moved into its new quarters in Fort Smith, Arkansas.

Fittingly, in lieu of a traditional ribbon-cutting ceremony, master gunsmith Danny Williams used an airsoft rifle to shoot a balloon attached to a ribbon that was stretched across the new facility’s main entrance. Then service tehnicians Ryan Hunt and Sean Shipman fired five blank rounds apiece to further mark the official start of operations at the new facility.

Umarex USA’s new North American headquarters, located at Chaffee Crossing in Fort Smith, Arkansas, is just six miles from the company’s previous site. The investment in the new facility was a result of the growth that Umarex USA has expe-rienced since leasing a 30,000-square-foot building five years ago.

The new building has nearly 117,000 square feet of floor space, 30,000 of which is dedicated for future assembly and manufacturing.

“The support we have received from our partners and our group of employees has provided us with the means to be suc-cessful in the economic situation that our country is now experiencing,” said presi-dent and CEO Adam Blalock.

Umarex USA estimates that it will employ 60 to 120 people over the next three years. This is in addition to the more than 80 sales representatives located throughout the USA, Canada and Mexico.

“We originally chose Fort Smith for the people and their work ethic,” Blalock said.

The state’s business ethic was also a major reason to stay and choose to expand, Blalock said. “The City of Fort Smith, the Regional Chamber of

Commerce, the Fort Chaffee Redevelopment Authority and the State of Arkansas have all been great to work with, and we are most grateful. Our whole team is excited about our new Chaffee Crossing address.”

The state-of-the-art facility boasts such features as a 50-meter private indoor gun range, quality-control lab, gunsmith department, and a sophisticated shipping and receiving distribution center.

The new building is also more eco-friendly. It is equipped with high-tech video conferencing and audio-visual capa-bilities, and Umarex USA has incorporat-ed several “green” concepts into its build-ing and operations, including motion- activated lighting, recycling, environmen-tally friendly building materials, skylights and low-energy-consuming heating and cooling standards.

Umarex has been building air guns for more than 35 years, and has long been associated closely with Walther firearms. The company manufactures and markets a number of products, including air guns, paintball products, airsoft guns, blank-firing guns, self-defense weapons, firearms and laser-based measurement and leveling instruments. Umarex’s shooting sports products are marketed under the brand names RWS, Walther, Hämmerli, Beretta, Smith & Wesson, Browning, Heckler & Koch, Ruger, Desert Eagle, RAM, Colt and Regent. Umarex products can be found at both national and local sporting goods retail-ers throughout North America.

Umarex estimates that the new “green” building will employ nearly 100 people in the next few years.



Crosman Teams with Jim Shockey and IHUNT

Crimson Trace Launches a New Military Division

Crosman hopes having high-profile shooter Jim Shockey promoting its air guns will attract more consumers.

Crimson Trace, manufacturer of Lasergrips and Laserguard laser-sighting systems, recently launched a new division targeting military-supply channels with mili-tary-grade product. The division will be called CTC Defense.CTC Defense will feature prod-

ucts that are built using new technologies and resources that will be, according to director of CTC Defense Dale Suzuki, “inno-vative solutions for today’s hostile environments.”

Suzuki also said, “Adapt, enhance and overcome—these are the key needs for today’s modern-day war fighter.” Suzuki says two of the first

products offered by CTC Defense will be Lasergrips for the SIG Sauer P226 that incorporate a red laser and an infrared laser for use with night vision, and the MVF-600, a rail-mounted vertical fore-grip for the M4/AR series of rifles that includes a white LED light and infrared lasers.

Air guns haven’t been kid stuff for a long while, though many shooters still look at the category as suitable only for youths or local pest con-trol. But the technology behind these guns is actually quite sophisticated. Problem is, not enough shooters know it. Crosman aims to change that, though, by entering into a multi-year endorsement partnership with Jim Shockey and IHUNT Communications.

In 2011, Shockey will use Benjamin Trail Series Nitro Piston break barrels and Benjamin Marauder PCP air rifles on his television shows, Jim Shockey’s Hunting Adventures and Jim Shockey’s The Professionals. He will also promote these air rifles on TV, in print and at trade shows.

“As a respected hunting authority, Jim is a natural fit for representing Crosman and Benjamin hunting air guns,” says Bob Hampton, Crosman’s vice president of marketing. “Crosman is committed to air-gun hunting and dedicated to developing systems for air guns that provide enough power for hunters to be effective in the field. Knowing your capabilities and your distance is important for hunters; now

we’re going to provide the power to get the job done responsibly. Shockey is the ideal person to carry us into the new era of air-gun hunting.”

Last year, the Benjamin brand, known for its multi-pump air guns, introduced a new patented technology called the Nitro Piston. By utilizing compressed nitrogen gas, Nitro Piston break-barrel hunting air guns deliver enough terminal energy to harvest small game while elim-inating the accuracy and power-fade problems found in spring guns.


news br iefs

The SML also has a customer-requested auto-off feature that displays a unique flash after five minutes of operation and auto-matically turns the unit off after six minutes. Press the button at any time to reset this feature, which prevents accidental activa-tion and battery depletion. The unit is also easily moved from one Smith & Wesson J-frame revolver to another.

The compact base unit contains all components necessary for operation—laser, switch, battery and cir-cuitry. The unit body is constructed from 380A die-cast aluminum and the plates are made of 4130 hardened chromoly steel.

The SML is powered by four 377 batter-ies that provide five hours of normal usage in constant on mode or 10 hours in pulse mode. (Normal usage is defined as one minute on and one minute off.) This test mimics actual usage, during which the unit is turned on and off and the bat-tery is given time to automatically regen-erate. Dealers should note that LaserLyte offers discounted batteries on its website.

LaserLyte, the shooting and hunting devision of P&L Industries, recently announced the expansion of its Side Mount Laser (SML) line to now offer a unit that fits nearly all Smith & Wesson J-frame revolvers, including 637 and 642 models. The new SML is easily mounted underneath the rubber grip of the revolver, and is the only laser system available that allows the customer to retain the factory grip and holster the firearm. The SML will also work with many popular aftermarket rubber grips, such as Hogue or Pachmayr brands.

To install the SML, simply choose one of two included base plates that fits the revolver, temporarily remove the grip and screw the unit into place. Sight-in is sim-ple, with common X and Y adjustments. The SML’s activation switch is strategical-ly placed at the back of the laser and is easily turned on by pressing the button on draw or when holstered. The first press of the button produces constant on mode, while a second press produces pulse mode and third press deactivates the laser.

LaserLyte Expands Side Mount Laser Line for Smith & Wesson

The SML is under-neath the grip.


AWC Systems Technology announced an alliance with TTI Armory, a company with more than a decade of experi-ence in the manufacturing of match ammunition, to form AWC Munitions. The new partnership will produce pre-mium match centerfire car-tridges for pistols, rifles and subguns in a variety of bullet and velocity configurations. With roots in suppressor man-ufacturing, AWC Munitions will also release suppressor-enhanced ammunition—first with 158-grain 9mm Sub-Sonic Pistol, and quickly followed by 170-grain 308 Sub-Sonic Rifle.AWC Munitions’ quality control

ensures consistency in velocity and accuracy. The company stated that a shooter can expect unmatched per-formance with every round. The company also noted that all AWC

Munitions cartridges are sealed with a special clear coat to offer extended shelf life.AWC, an American company,

uses proprietary equipment for its automated manufacturing, and each cartridge is scruti-nized through a five-stage quality-inspection process. Cartridges offered will include: 9mm 147-gr. SE-BJHP Sub-Sonic Gold Dot Hollow Point; 9mm 158-gr. SE-FMJ Sub-Sonic Full Metal Jacket; 9mm 115-gr. BJHP Speer Gold Dot

Hollow Point; 40-cal. 165-gr. HP Speer Gold Dot Hollow Point; .45 ACP cal. 200-gr. SE-HP Sub-Sonic Gold Dot Hollow Point; .223 55-gr. Hornaday V-MAX Match Cartridge.

AWC cartridges for pistols and rifles

are now available.

Premium Match Performance Ammo Is Now Available from AWC

The Bidding Starts Now.® Don’t limit your business to customers in your local

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Firearms and Accessories™ can do for your business, only at www.GunBroker.com.Go to: www.ShotBusiness.com for free info.


Providing Opportunity & Value to the Sporting Goods Industry

NBSNBS is North America’s largest sporting

goods buying group. Since 1956 we

have provided outdoor sporting good

dealers the competitive edge. When

you partner with NBS you will gain:

• Advantageous programs with hundreds of leading outdoor vendors. vendors.

• Priority shipments from firearm & ammunition manufacturers.

• Special make-up & co-brands.

• “Take-all” closeout opportunities.

• Discounted freight programs.

• Full complement of marketing solutions including circulars, solutions including circulars, consumer magazine & e-commerce.

For more membership information please

contact Stuart Snow, Recruiting Director

817-605-2207

[email protected]

Spring Semi-Annual Market February 18-21, 2011

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Hunting for a partner?

BN_025610_SHB1210.indd 1 10/29/10 4:27 PM

You have “someone” working for you 24 hours a day, and you may not even know it. Today’s businesses must deliver quality cus-tomer service, and with all the advances in technology, staying ahead of the competi-tion is tougher than ever. Your leg up to win your market-share battle is just a click away at the National Shooting Sports Foundation’s website—NSSF.org.

This robust website was redesigned last year to make it easy to find any information you need in three clicks or less. That may be one reason more than 3.5 million visitors use NSSF.org each year, and that member-ship for the NSSF is at an all-time high of almost 6,000 members. Any information you need is at your fingertips. Think about the information stored on this site:

• Information on how to become involved with First Shots, an NSSF program designed to recruit new shooters, complete with information on how to put on an event and enlist help from the NSSF.• Links to finding hunting areas and

shooting ranges for your customers.• Bullet Points and the NSSF blog to keep

you up to date on the latest in the fire-arms industry. • “How-to” videos to promote participa-

tion by your customers.

• Best-practices webinars for state agen-cies and nongovernment organizations for recruiting and retaining shooters and hunters.• Industry information on ever-changing

legal and governmental issues.• Ordering information for free or value-

priced safety collateral.• Information on the 2011 SHOT Show,

the industry’s premiere event.The NSSF has produced a Form 4473

Overlay Guide, a template that indicates which items need to be completed and what the correct responses should be on the ATF Form 4473. This template is available free to NSSF members and avail-able for a fee to non-members. The prop-er and consistent use of this overlay guide will help to prevent or eliminate most Form 4473 completion errors. Learn more about this on the website, or to request this template, contact Bettyjane Swann, NSSF director of member services, at [email protected] or 203-426-1320.

Perhaps the greatest value of this web-site lies in the Members Only section. This section is reserved for NSSF mem-bers and is loaded with information that keeps manufacturers, retailers and range owners not only ahead of their competi-tion, but also abreast of important indus-try developments that could affect their business. The NSSF’s Association of Shooting Ranges promotes the develop-ment of state-of-the-art target-shooting facilities by providing leadership in infor-mation, environmental stewardship, com-munication and partnerships between ranges, industry and community. Dozens of free publications are available that can assist range owners.

The Industry Reference Guide includes industry trends on hunting license sales,

excise taxes, NICS, FFL dealers, manufac-turing reports, economic data, demograph-ics of shooting sports participants, equip-ment expenditures by segment, state-by-state participation, state-of-the-industry survey results and much more. Besides hav-ing each state’s ammunition laws at your disposal with one click or finding out about the health of the industry by reviewing the latest NICS numbers, you can even order a report specific to your market. NSSF


from the nssf by Chris DolnaCk upDate

This robust website was redesigned last year to make it easy to find any information you need in three clicks or less.

Chris DolnackSenior VIce President and Chief

Marketing Officer, NSSF

The NSSF WebsiteMake the most of this valuable resource

Customized Market Reports are tailored market templates prepared specifically for your trade area. These reports are produced for NSSF members and industry profes-sionals, and are available at a convenient price. The reports include knowing your customer potential; knowing your compe-tition; knowing your market-area revenue; a detailed demographic report; a house-hold report; an income report; and themat-ic maps of your trade area.

Perhaps the most valuable and innova-tive aspect of the Members Only site is its webinars. These webinars are done by industry retail experts and can be easily viewed or downloaded so you can share them with staff members. The topics include everything from how to sell, to advanced techniques of upselling to ensure higher profits.

There is no better time to be in our industry. With our sports becoming increasingly popular again, and technology allowing industry leaders and retailers to stay ahead of changing trends, the National Shooting Sports Foundation will continue investing time and resources to our web-site, emerging media programs and tech-nology to serve our members and industry.

1210_fromNSSF.indd 21 11/10/10 3:25:39 PM

Arkansas Sen. Blanche Lincoln introduced a bill to the U.S. Senate, and Georgia Rep. Paul Broun to the House of Representatives, that clarifies that components of ammunition are protected under the Toxic Substance Control Act (TSCA) of 1976—not just the completed product itself, as many opponents argued—also adding fishing sinkers to the exemption.

“These bills will help to ensure that America’s hunters and shooters can con

tinue to choose for themselves the best ammunition to use,” said NSSF president Steve L. Sanetti.

Added Lawrence G. Keane, NSSF senior vice president and general counsel, “Wildlifemanagementpopulation decisions are the proper jurisdiction of the U.S. Fish and Wildlife Service and the fifty state wildlife agencies. This legislation will help safeguard this important policy.”

22 ❚ Shot BuSineSS ❚ december 2010

from the nssf update

SHOT Show U. Presents a Great Retailer Line-up

Retailers who have attended past sessions at SHOT Show University know how valuable a learning opportunity this special preshow program is. This year, SHOT Show University will be held at the site of

the SHOT Show, one day before the official opening of the show floor. So, clear your calendar for Monday, January 17, 2011, for this allday experience.

You can register for SHOT Show University online at shotshow.org, but you must first register for the SHOT Show itself. If you’ve already registered for the show, you still have the opportunity to register for SHOT Show U.

“The topics and speakers are topnotch,” said Randy Clark, NSSF managing director, business development. “We are sure that the combination of sessions will prove to be of great value to all who attend.”

Contributing to that lineup are: “The Basics of ATF Compliance,” Wally Nelson; “Coop Advertising,” Bill Kendy; “Merchandising Strategies for the Independent Retailer,” Fox Keim; “Interviewing Procedures: Ask the right questions during the interview process, how to recognize and deter pitfalls during the interview process,” Deb Kenney; “Financials HowTo: How to calculate open to buy; how to prepare cashflow statements; how to figure gross markup; how to prepare profitandloss statements; how to calculate reorder factors; how to plan proper inventory levels,” Tom Shay; “Shrinkage: What Does It Mean? How to manage external, internal and paperwork loss,” Bill Napier; “UsedGun Business: How to buy and market,” Larry Ahlman; “Gift Cards: How to capitalize on a program that will enhance your bottom line,” Stephen Hall; “Analyzing Your Store’s Performance for 2010 and How to Make Improvements to Ensure a Stronger Year in 2011,” Tracy Moffatt; “Invoicing and BackOffice Procedures: Includes paperwork flow, timely payment of invoices and how to recognize both discounts on invoices and areas to control shrinkage,” Jayne Hall; “Gunsmithing Opportunities: Explore the possibilities of broadening your services to your customer base,” Miles Hall; “Add a Shooting Range: Learn the process of evaluating the addition of a range to your business,” Ed Santos; “InStore Promotions: How to grow your customer base and your bottom line through instore promotions,” Jeff Poet; and “Receiving Procedures: Important information on checking in products, checking all entries and terminology on invoices and filing claims and returns,” Clint Colosky.

SHOT Show University typically sells out, so secure your spot now.

Visit the nSSF Booth at ShotNSSF staff members—including Bettyjane Swann, director, member services, and Cindy

Congress Moves Ahead with Protective Ammunition Bill

Brutting, member services coordinator—will be on hand at the SHOT Show to meet and greet, accept new-member applica-tions and renewals, and distribute giveaways to members who have paid their dues for 2011. The NSSF booth—L221,

located at the top of the escalator leading to the entrance to the show floor—is also where mem-bers in good standing pick up their member ribbon, which will allow them access to the Member Lounge and Business Center. Be sure to stop by, even if it is just to say hi.“This provides a great

opportunity to answer prospective members’ questions, chat with cur-rent members and pro-vide faces to go with the names of both NSSF staff and NSSF members,” said Bettyjane Swann.

SHOT Show U. is a valuable tool for retailers.

Components of ammo are protected under the Toxic Substance Control Act.

1210_NSSF_section.indd 22 11/11/10 10:41:58 AM

A cocktail reception, dinner, presenta-tions by industry leaders and a special NSSF video will precede the much-antic-ipated, exclusive performance of come-dian Jeff Foxworthy at the NSSF State of the Industry Dinner and Concert, pre-sented by Outdoor Channel on Tuesday evening, January 18, at the Palazzo Ballroom on Level 5 of the Venetian Hotel and Casino in Las Vegas. The cele-bration of the industry will cap the first day of the SHOT Show.The appearance of Foxworthy—the

best-selling comedy recording artist of all time, with 13 million albums—is sure to make this event a sell-out. Tickets can be purchased online by vis-

iting shotshow.org. You must be regis-tered for the show to purchase tickets. Registered showgoers can log in using their established e-mail address and password under “Already Registered” on the right side of the registration Web page. These tickets are bound to go fast, so don’t put off buying them. They are $100 each; a table for 10 costs $950.

T he National Shooting Sports Foundation will award, for the fourth consecutive year, a $100,000 grant to Boy

Scouts of America in support of sport shooting opportunities at councils nationwide.

The funding allows the BSA Shooting Sports Grant program to provide assistance to Scout councils that have shooting programs or want to develop one. Learning about firearm safety and marksmanship has been part of Scouting for decades, and increasingly it’s an activity that no longer ends when summer camp is over. Many local Scout groups now offer yearround targetshooting programs, thanks in part to funding from the BSA Shooting Sports Grant initiative.

“This is a tremendous initiative that reaches the grassroots level of Scouting, and will have a positive impact on more than 100 councils by the end of this year,” said Frank Reigelman, BSA’s director of outdoor programs. “The ongoing support of the NSSF has helped keep the future of the shooting sports bright in the Boy Scouts of America.”

Added Zach Snow, NSSF’s manager of shooting promotions, “The NSSF is proud of its long history of supporting shootingsports participation among youth in partnership with the Boy Scouts of America. Target shooting is a fun, safe activity that Scouts can enjoy with their friends and family for a lifetime.”

The NSSF has awarded more than a million of its Junior USA Shooting Team rifle and shotgun patches to Scouts, and the NSSF was a sponsor of the Boy Scouts Jamboree this past summer.

december 2010 ❚ Shot BuSineSS ❚ 23

nSSF Again Awards $100,000 to Scouts’ Shooting Programs

Get State of the industry tickets now

NSSF funding helps the BSA provide shooting sports programs nationwide.

© 2010 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.

Jeff Foxworthy

1210_NSSF_section.indd 23 11/11/10 10:42:05 AM

W

24 • SHOT BUSINESS • MONTH 2010

NSSF DELIVERS VALUE

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the 6,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/shootingformore or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or [email protected].

ONE MEMBER’S EXPERIENCE

HELPFUL PUBLICATIONS FOR RETAILERS

Member: Richard D. Sprague, president

Business: Sprague’s Sports Inc. Yuma, Arizona

Description of Business: “Sprague’s Sports Inc. was started in 1956 by company founder George W. Sprague, and will celebrate 55 years in the gun business in 2011. Sprague’s is a shooting-sports specialty store, and in 2005 moved into a new facility with an added indoor range and classroom to better serve our industry and customer base.”

Experience with the SHOT Show: “The NSSF is an outstanding resource center for all currently involved in the shooting sports and to those contemplating this industry. The multitude of publications and guides avail-able has really helped us make the wisest decisions about going forward with our plans and ideas. From ‘Research & Statistics’ to ‘The Range Report’ to ‘How to Write a Policies & Procedures Manual,’ the list of references is impressive and should not be overlooked. Step-by-step instruction and advice that we would normally have to pay consultants big bucks for is readily available, well-written by the best in the industry, and a great benefit of this outstanding trade organization.”

Value of NSSF Membership: “Membership and support of the NSSF pays big dividends to all members and is one of our company’s best investments. A trip to the nssf.org website always demonstrates the value put forth by many of the brightest minds in the shooting sports business. Industry career connections,government and media relations, voter education and program developments like the extremely successful First Shots seminars are just a few that I value so much—and so will you.”

Interested in NSSF Membership?

Richard D. Sprague

WWW.NSSF.ORG

When you are a member of the National Shooting Sports Foundation, valuable business-building information becomes available to you. Frequently it is exclusive data, often free. When it is also available to non-members, any charges to members are always deeply discounted. A series of guides by Tom Shay, specifically written with the firearms retailer in mind, is one of the newest offerings.

1210_NSSFDelivers_Spragues.indd 24 11/10/10 3:22:21 PM


from the nssf by mark thomas, nssf managing d irector update

Demystifying the New Social MediaMake Facebook, Twitter and YouTube work for you

Over the past 25 years, my life has been dominated by develop-ing and executing marketing plans for national brands or inde-pendent and company-owned retail franchisees in various

industries. There really haven’t been any significant marketing tools or revelations over the past 30 years. As a retailer, you probably evalu-ate and utilize print advertising, direct mail, television spots and point-of-purchase displays as your primary tools for merchandising your business. These are still important, but new media is low-cost and can be very effective.

search engine in the world. Visitors watch two billion videos a day!

There are many others, but when get-ting started, focus your efforts on these big three. The real question is, “How can these sites benefit me in making money?”

How Do I Use It?It is very important to remember that these emerging media tools are very specific in their use and different from traditional media. Traditional media is one-way com-munication, while emerging media should always be two-way and sometimes three-way communication. The power of these tools is to develop a relationship between your customers and your business so they

trust you to give them the best products at the best price. For example, smart retailers use Facebook postings to tell about events and specials to drive consumers to their websites. They will send out “tweets” on Twitter to engage prospects and ask about their favorite firearms or even favorite plac-es to shoot or hunt. The information gleaned by all who follow can result in more interest and increased traffic on your website or “brick-and-mortar” location. To maximize this, you can post a YouTube video available from many manufacturers to give customers knowledge and comfort. The information can then be collected to send personal e-mails to customers about products or services you carry for their particular interests, and to gain feedback.

Using these tools effectively will extend and enhance your customer’s lifetime value. They also, by their very nature, attract younger customers.

Twitter, Facebook and YouTube have been around for several years, so “new media” is really a misnomer. These tools should be called “emerging media,” because if they are not staples in your marketing efforts, they should be.

For most, a business’ website is, in effect, the face it shows the public and has taken the place of a printed brochure. The web-site is immediate, easily changed and extremely cost-effective. Due to greater technology and security software, consum-ers are more comfortable buying online and especially sharing their information. So let’s address some basic questions.

What Is It?Facebook: This is a free social network with more than 500 million users that allows people to connect and share infor-mation on a multi-media platform.Twitter: This free social networking

and blogging website uses short messages called “tweets.” There are more than 190 million users every month, and Twitter is the most immediate emerging media tool. You might be surprised that the average age of a user is over 35 years old, so don’t be fooled into thinking this is just for kids.YouTube: This is a free video-sharing

website on which users can share and view videos. Unregistered users can watch the videos, while registered users are per-mitted to upload an unlimited number of videos. It is the second most utilized

You SHould Know

tipsengage, don’t sell: These tools are different in that the customer must invite you in, so it is a two-way communication. Hard-selling techniques rarely work with these tools. The intent is to pique interest and develop a long-term customer.

analyze and maximize each channel: Tweets can be no more than 140 characters, so they are used to engage and direct prospects to other places. Facebook is interactive and can be used in several ways. YouTube is primarily video messages.

be consistent and constant: As with any marketing strategy, use these tools constantly, and be sure that your message is consistent.

1210_NSSF_ysk.indd 25 11/10/10 3:24:33 PM


atf Q&a

Missing: Make and ModelWhat do you do if a firearm has only a serial number present?

q a customer brought in a firearm to my gunsmithing

shop with only the serial number present on the firearm. I know the make and model of this firearm. Should I enter what I know in my repair bound book, or should I put “Unknown”?

A Even if the identifying informa-tion is not legible, if the licensee

knows the manufacturer and model of the firearm, he or she is expected to record such information in the A&D record.

Documenting all firearm identification information enhances the traceability of the firearm. It is important that the identi-fying information of firearms is accurately and fully recorded in the acquisition and disposition records retained by FFLs for tracing purposes.

However, the ATF understands that licensees can only be expected to record identifying information marked on a firearm. If the licensee cannot determine the manufacturer or other information due to defaced or missing markings, he or she can enter “Unknown” as applicable.

If firearms markings have been defaced, we encourage licensees to notify their local ATF office. In fact, if the serial number is defaced, it is a crime to receive it or possess the gun; you must notify the ATF immediately. [18 USC 922(k)]

q a nonimmigrant alien has provided the store with a

government-issued photo ID and documentation establishing residency for 90 days. Is there any other documentation that he needs to provide before I can sell him a firearm?

A A nonimmigrant alien is not prohibited from purchasing,

receiving or possessing a firearm if the alien: (1) is in possession of a hunting license or permit lawfully issued in the

United States; (2) has received a waiver from the prohibition from the Attorney General of the United States; or (3) falls within another limited exception (see 18 U.S.C. 922(y)(2) for additional exceptions).

Persons subject to one of these exceptions should answer “yes” to questions 11.l and 12 and provide a copy of the hunting license or letter granting the waiver, which must be recorded in 20.d. If the transferee answered “yes” to this question, the licensee must complete 20.d. [Reference Instructions, ATF F 4473 & ATF P 5300.18]

q I would like some clarification concerning

employee eligibility/background checks. there seems to be a lot of gray area in the regulations—specifically, Section 478.32,

concerning whom we can hire. We always do background checks (always post-offer, in accordance with the law) and always operate with a great deal of caution, but we don’t want to be overly exclusive of people with “pasts.” Clarification of specific rulings, examples and such from the atf would be helpful.

A There are no federal laws or regu-lations that require an FFL to run

background checks on employees, and you are prohibited from using NICS to conduct a background check on an employee unless you are disposing of a firearm to the employee. However, if you learn, as a result of running a background check or otherwise, that one of your employees is prohibited from possessing or receiving firearms, you must not allow this prohibited person to receive or pos-sess firearms. Doing so would be a felony.

If you are unable to determine whether a criminal conviction or other event has made a person prohibited from possessing or receiving firearms, we recommend that you contact your local ATF Area Office for further guidance. You can find contact infor-mation for your local ATF Area Office at atf.gov under the heading “Field Divisions.”NSSF Note: The Fair Credit Reporting

Act (FCRA) and, possibly, state consumer privacy laws, can become relevant if an employer takes an adverse employment action, such as firing or refusing to hire or promote based on a background check (e.g., hiring a firm to conduct a back-ground check or running a credit histo-ry report). Under the FCRA, the employer must provide certain pre- and post-notice and information to the job applicant or employee. As noted above, you can only run a NICS background check when trans-ferring a firearm, not for the sole purpose of screening current or prospective employees. However, a lawfully conduct-ed NICS check, which could potentially result in your learning that an employee is a prohibited person, does not trigger the FCRA or other privacy laws. Before put-ting in place employee-screening proce-dures, consult with your attorney.

q as a federal firearms Licensee, what is my responsibility to respond to a request to trace a firearm?

A A licensee must provide the requested information imme-

diately, and in no event later than 24 hours after receipt of

a request by the ATF. Failure to respond to the request for

trace information can result in monetary fines and/or imprisonment, or

revocation of the licensee’s Federal Firearms License. [18 U.S.C. 923(g)

(7), 27 CFR 478.25a]

1210_atf_qa.indd 26 11/10/10 3:29:06 PM

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FY I bY scott bestul

Cyber TrainingProduct knowledge is often the key to a sale. Here’s a fast, efficient method for keeping your employees up to date.

Most successful shop owners already know that there’s no such thing as a dumb question (for customers, at least). But savvy retailers also recognize this: The brainless query is

fast becoming extinct. Many of today’s shoppers won’t enter a store before researching a product category, and the questions they ask are rarely pop flies.

Keeping employees well-versed in new products and expanding lines can be time-consuming and problematic for even the sharpest store owner/manager. But Joel VanderHoek says online training is one method that helps streamline the process.

VanderHoek, co-owner of Dave’s Sports Shop in Linden, Washington, says “Many manufacturers offer online pro-grams that keep us up to speed on their newest products and their features. We’ve made it an important part of our employ-ee training. It’s not mandatory yet, but it’s certainly a priority, and something we expect will only grow in importance.”

On Their Own TimeAccording to VanderHoek, one of the main advantages of online training is effi-ciency. “We don’t have to schedule a spe-cial training day, ask employees to stay late or come in early, or pay a rep to come in here and host a session,” he says. “Employees can do it on their own time and when it’s convenient for them. We’re not a huge shop, but we are a full-line store that offers shooting, hunting, fishing and camping equipment. With up to 18 employees, keeping everyone plugged in—even if they specialize in a certain area—can be difficult, and online courses have certainly helped us.”

VanderHoek utilizes the resources at 3point5.com, an online venue that repre-

sents 15 product manufacturers. His employees can go to the site, click on the icon for a specific manufacturer and partic-ipate in an in-depth online session at their own pace. “We’ve really been impressed by the format of the training modules,” VanderHoek notes. “They’ve kind of made a game of it; you go through the informa-tion, take a quiz on what you’ve learned, and then the program compares your scores to those of other employees at stores across the country.”

There are incentives for acing the test, too (beyond simply making your boss happy and getting a warm, fuzzy feeling from all the stuff you now know). “Leupold, for example, offers discounts on their products according to how well you

score on the quiz,” VanderHoek says. “Employees can earn up to 50 percent off on Leupold products, which they can redeem right at our store. Other companies offer similar programs and incentives.”

VanderHoek feels the cyber sessions result in a better-trained, more-knowl-edgeable employee with an in-depth understanding of each product line: “Because the sessions are hosted by the manufacturers, they take a more intensive look at the features of each product and how it fits in the market. They also offer a more historic perspective of the manufacturer, which illustrates product development and recent updates. That’s something that our knowledgeable customers really appreciate from our employees—the customer has often researched handguns, for example, but he doesn’t know what differentiates one company from the next.”

User-FriendlyThough online education is certainly a departure from traditional training meth-ods, VanderHoek is convinced the genre will continue to grow. “Our younger employees are totally comfortable with it, as they’ve grown up with computers,” he says. “But even our more senior employ-ees are enjoying it. The companies have done a great job of keeping it user-friend-ly and enjoyable to participate. And every-one appreciates being able to log in on their own time—even at home. And, of course, the incentives don’t hurt a bit. We’ve been so pleased with this method that we’ve considered creating our own online, store-specific training program. This is a growing genre, and I expect to see more of it as people recognize the many advantages.”

Other Online Training VenuesThe National Shooting Sports Foundation (NSSF), one of the top sup-porters for shooting-sports retailers, is also getting more involved in online help for gun shop owners. The NSSF recently launched a webinar series as well as an online video-education series for firearms retailers. For both projects, the NSSF enlisted the help of industry marketing spe-cialist (and SHOT Business contributing editor) Bill Kendy. To participate, visit nssf.org, click on the icon marked “Industry,” then navigate to the “For Retailers” section to view and/or download these webinars and videos.

Do your staffers know the features of the Leupold VX-3l 4.5–14X50mm riflescope? They’d better.

28 ❚ ShOT BuSineSS ❚ december 2010

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f ir ing l ine

From the author

by slaton l . white

No Flash in the PanCVA’s Accura V2 is designed for the modern muzzleloading hunter

T here are blackpowder hunters out there who no doubt see themselves as latter-day Mountain Men. They not only relish the buckskin image of America’s past, but also enjoy the

challenge of hunting big game with a flintlock or caplock instrument that features cutting-edge 18th- or 19th-century technology. As part of the bargain, these hunters accept the fact that sometimes the rifle doesn’t fire when they pull the trigger.

Not me. I view a flash in the pan as a pain in the you-know-what.

Like the majority of muzzleloaders these days, I prefer the modern inline, which, other than a requirement to load from the muzzle, bears little relation to its forebears. No matter. The inline hunter is looking to spend more time hunting and less time fussing with recalcitrant gear, and blackpowder rifle manufacturers have certainly figured out which way the wind is blowing.

The hard fact here is that the market peaked several years ago. What’s driving sales these days are innovations that com-pel the blackpowder hunter to upgrade his equipment.

CVA’s new Accura V2 is a step in this direction. A .50-caliber break-action, it uti-

lizes a 27-inch 416 stainless-steel fluted barrel manufactured in Bergara, Spain, for enhanced accuracy and resistance to cor-rosion—both inside and outside the bar-rel. The Accura’s other major distinction is a patent-pending, easy-to-remove breech plug. CVA says its Quick Release Breech Plug (QRBC) can be removed

Closing the Saleextra hunting time is the factor driving the muzzleloader market these days, and blackpowder hunters want ease of use in the field. and they don’t want to spend a lot of time cleaning their guns, so make sure to have samples of CVa’s foaming barrel cleaner, Barrel Blaster, available for sale. Spray the foam inside the barrel, wait an hour and swab out. that’s all there is to it. SrP: $11.95.

CVA’s Accura V2 is a .50-caliber break-action muzzleloader that makes use of an innovative, easy-to-remove breech plug that greatly simplifies cleaning.

using only the index finger and thumb, even after the gun has been shot as many as 20 times.

It’s a simple and yet utterly intriguing design. The end of the plug has a sharp lip that fits against a notched shoulder in the bore. To ensure a tight seal, the plug is over-tightened at the factory with a power wrench. The process drives the lip into the shoulder, and the edge-to-edge contact creates a custom-fit seal that completely isolates the plug from barrel fouling. (You will do a customer a big favor by noting that if he does switch out barrels, he’ll need a new plug.) This design completely eliminates the need for a breech-plug wrench. Three cheers.

The Accura V2 is available in either a standard or thumbhole stock, in black or Realtree APG. Other features include an ambidextrous cheekpiece, rubber grip panels and a soft recoil pad. The rifle comes with DuraSight fiber-optic sights, but is drilled and tapped for scope mounts because CVA realizes most hunters who will buy the rifle will install a scope.

I used the rifle on an axis deer hunt in Hawaii and found that it performed as advertised. Most important, the rifle was accurate, hitting the deer just behind the right shoulder at 150 yards.

Many rifles now come from the factory with a sling, but most are so poorly engi-neered that I simply strip them off and throw them away. CVA, however, provides each Accura with a Quake Claw contour sling. I’ve used this sling before, and it’s a great item for hunters when they spot and stalk, as we did on this hunt. On long stalks in high grass, the rifle stayed plant-ed on my shoulder, leaving my hands free to handle my binocular. SRP: $523.95. (800-320-8767; cva.com)

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undercover shopper

pixel pushers

Big Game, Big Rifle A hunt in Idaho for an elk rifle, no guide required

M y story? I am a whitetail deer hunter looking for an upgrade—in rifle and game. My .257 Roberts Ruger Mark II with a Leupold scope works fine for whitetail, but in order

to hunt elk, I’m going to need more knockdown power. And I’m par-tial to synthetic stocks, because I don’t like to subject wood stocks to the wet weather that seems to follow me wherever I hunt. So, I went shopping in an area rife with elk hunting and gun stores—Coeur D’Alene, Idaho. It is necessary to reveal my gender and size for this shopping experience, because it plays into the reactions from the male sales associates. I am a woman of medium height and build.

Store ALocated off one of the busiest thorough-fares in Coeur D’Alene, this business establishment sells not only new and used firearms, beautifully displayed, but also vintage and new guitars, mandolins, banjos, silver jewelry, Western art and archery equipment. And, over in the cor-ner, a female saddlemaker crafts leather holsters and rifle slings. With a Wild West

theme and homey feel, the atmosphere reflects the courtesy of its sales associ-ates, and, heck, you’ll even get to meet and greet the owner if you want. A fire-place with comfortable chairs surrounded by mounts on the walls, including a sheep taken on a bowhunt by William Shatner of Star Trek fame (“Set phasers on stun”), definitely makes this store a one-stop-shopping experience. Not only that, but the atmosphere is such that you

want to come back—again and again.The icing on this little cupcake had to

be the superior attention paid to my request for an elk gun. The sales associate politely inquired about my background in hunting and started by recommending a mid-range gun. When it became apparent that he and I could talk the same lan-guage, he really loosened up and we chat-ted about Finnish rifles and scopes, and how to sell guns to women. He showed me a wide range of guns, from a tradi-tional Husqvarna .30-06 to a Tikka .300 Win. Mag. He even showed me a Remington 700 in .300 Federal. Also, this establishment offers a 100 percent guaran-tee on all guns that it sells.

Store BThis store (part of a chain of sporting-goods stores) sat just down the road from Store A. Its interior suffered from poor lighting, and the smell of cutting oil per-meated the air. That smell managed to

soak into my fleece jacket in the 15 minutes it took me to find out

that they really didn’t want to sell me a gun.

The sales associate looked at me and said that his wife weighed 110 pounds and liked a .308. I told him I shot a 12-gauge shotgun with

turkey loads and that recoil didn’t scare me. He still insisted on tailoring

my needs to what his itsy-bitsy wife would shoot—and his daughter, too. She’s probably the same size as his wife, but I didn’t find out.

I did find out that rifles are “like Fords and Chevys.” Lots of dif-ferent kinds out there, and “Rugers don’t have that good

of a trigger.” He then asked anoth-er guy for his opinion on what I should buy. The fellow never even looked at me and continued to take apart a gun. Finally he said I’d need

a Tikka in .270 caliber.

1210_undercover.indd 32 11/10/10 3:34:55 PM


How’d they Do?Customer Service

Product Knowledge

Product Availability

Winner: Store

AMany stars ahead of the others, this store offers the whole pack-age. Not only does the cus-tomer get pre-miere treat-ment; she also feels like she’s part of the great tradition of hunting.

Northwest Pony Express402 W. Canfield Ave., #1Coeur D’Alene, Idaho 83815208-762-0740nwpony express.com

��

Store

A

This guy knew how to sell to a woman, and he knew how to

sell to a hunter.

��

This sales associate hunts everything from prairie dogs to elk, and he’s interesting to boot.

��

Offered a wide range of new and used rifles and accessories.

�

Store

B

A star for waiting on me right away.

�

Fords and Chevys. At times I just wanted to jump over the counter and show him how to sell a gun to a woman hunter— it seemed mind-boggling to this guy.

��

It looked like this rifle department had a wide range of rifles.

�

Store

C

One star for an amusing show with the tape measure.

�

This dynamic duo gets half a star each for being con-cerned about recoil and for properly measuring a gun barrel.

��

Although the store had a good selection of rifles, the associates couldn’t always find the ones they wanted to show me. And then they’d discover others that they didn’t realize were still in the rack.

��

Store

D

The sales rep exhibit-ed good listening skills and helped as

much as he could, with limit-ed stock availability.

��

Not sure if the guys were hunters, but they knew about guns and get an extra star for mentioning scopes.

��

Offered a limited selection of rifles.

SCoriNg SyStEm: Outstanding: �� Very Good: �� Average: �� Fair: �� Poor: �

Then I got that look. You know that look. The one that says we’re done here. And we certainly were.

Store CThe next store, a little farther down the main drag, required figuring out—I had to drive my rental car through two or three other parking lots to get to it.

Immediately, two sales associates wait-ed on me. They asked if I had an aversion to heavy recoil. I told them I didn’t mind recoil, but that I didn’t want to tote around a heavy gun. From that they deduced I needed a .308. Then they had a little dispute over the length of the bar-rel of one of the rifles. Was it 23 or 24

inches long? Out came the tape measure, because more important than the custom-er now was which sales guy had the cor-rect measurement.

The younger guy lost the barrel-size bet and slunk off. The older guy then gave me his opinion of guns that he wouldn’t buy, and two of those included some mighty fine names in the business. Who was he working for? No mention of scopes or slings—then, the look.

Store DLocated in the downtown area, next-door to a bar, this store belonged to a mom-and-pop set, and the wife had just cleaned all the glass countertops. She said I’d have

to talk to her husband about the guns. She was just the hired help. (Note to gun store owners: For pity’s sake, if you have a woman in the business, teach her how to use and sell guns.)

After figuring out what I could handle, the owner said they could order any fire-arm I wanted, at $50 over cost. He also pulled one of two guns off the rack for me to shoulder and offered me the .308 at a closeout deal. Then, he showed me a gun with a wood stock, offered another good deal, talked about scopes, and finally called to his business partner, who tried to sell me a .30-06, but backed off.

But they did say they’d mount the scope on my gun for free if I purchased a gun from them.

1210_undercover.indd 33 11/11/10 12:59:58 PM

photo credit

34 ❚ Shot BuSineSS ❚ December 2010

HUnterwhen the

varmint round-up | rifles

1210_Predator-Rifles_jw.indd 34 11/10/10 4:48:58 PM

photo credit

December 2010 ❚ Shot BuSineSS ❚ 35

becomes the HUntedPredator hunting is one of the fastest-growing pursuits in the outdoors, no doubt due, in part, to liberal seasons and the novelty of the hunter becoming the prey By Doug Howlett



photo credit

The three gobblers strutted atop an open ridge nearly 200 yards across the grassy plain. Their tail feathers were fanned out, silhouetted against the sky and tipped with the glow of sunlight rising from behind the hill. More birds moved between us, a single tom’s occa-sional gobbles betraying his approach. But still the gobbler remained out of sight, hidden by a deep swale that dipped low between my position and the other three birds.

I was acting as guide to a hunter who had never killed a turkey before, and I was determined to help him get his first bird. We were set up in grass that came up to our shoulders when we sat, our backs against two small trees—the only two trees in the open expanse.

I was confident the closer bird was coming, but it suddenly went silent. I hit my call, then hit my call again. Only the distant turkeys responded. I was startled at the sudden boom of my hunter’s shot-gun just 10 yards in front of me. I couldn’t see in front of him because of the grass, but I assumed the tom had snuck in quietly and the man had just shot his first turkey.

“Did you get it?” I asked, a little puz-zled that he was still just sitting there looking back at me as if he was a bit confused.

I asked again and stood up. Then I could see it.

Not seven yards in front of him, a large coyote was sprawled out dead.

“He came rushing at us through the grass,” was all my companion could say. The sudden encounter had left him shak-en. The coyote, mistaking my calls for the real thing, had come sneaking up through the grass to pounce on what he thought might be an easy meal.

Since that close encounter nearly eight years ago, I have heard similar stories from other hunters. The coyote’s range continues to press and grow in every Eastern state as well as the Western states from which it hails, and concern over the impact these efficient hunters will have on local turkey, deer and other small-game populations, as well as potential human and pet conflicts, grows with it.

This—along with the increasing bob-cat, fox, mountain lion and bear popula-tions in many areas—has led to a surge of interest in the new hunting opportunities they have created. Hunters are intrigued by the year-round open seasons in most places where coyotes roam, and excited about working an animal that is actually hunting them in the process.

And the outdoors industry has responded with everything from niche magazines, television shows and DVDs

to calls, decoys, ammunition and rifles. Predator hunters are now a sought-after audience by manufacturers and retailers, moving beyond the fringes of the hunt-ing world and into the center of it.

“Missouri has always had coyotes and bobcats to the south, but they’ve been moving north, and it seems we’re start-ing to get an invasion of the animals. We’re seeing a lot more business as a result,” says Shannon Piesert, retail store manager at Rogers Sporting Goods in Liberty, Missouri. In fact, there has been such a growth of interest in predator hunting and predator-hunting products that the store is planning predator-hunting seminars to help capi-talize on the trend.

“I never thought we would do that in the past because it always seemed like such a niche thing, but it has moved well beyond that,” Piesert says. Her in-laws’ gun shop next door has particularly enjoyed a surge in business, and gun shop owners around the country would be wise to catch the wave and cater to this growing audience.

Fortunately, firearms manufacturers are making it easy, with specialized offer-ings for predator hunters. Here are some of the top choices available that deliver the features necessary for success by both novice and serious predator chasers.

For your customers, part of the appeal of predator hunting is a

long season with little or no limits. For a retailer, it’s a chance to sell firearms and gear late in the year.

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38 ❚ SHOT BUSINESS ❚ DECEMBER 2010

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Winchester Model 70 Coyote Light

Remington Model R-15 VTR Predator Carbine CS

Built on Browning’s popular A-Bolt line, the TCT Varmint comes in three popular predator calibers: .223 Rem., .22-250 Rem. and .308 Win. The rifle features a steel receiver with a matte blue finish and is glass-bedded to dampen barrel pressure for better accuracy. In addi-tion, the heavy varmint contoured and fluted 22-inch-long barrel is free-floated. The .223 has a 1-in-8 twist rate; the .308, 1-in-10. The bolt-action offers a 60-degree lift, a non-rotating bolt sleeve, an adjust-able trigger and a hinged floorplate, and includes a detachable box mag-azine. The Bell and Carlson hand-laid fiberglass stock is styled for prone shooting, and the wide fore-arm helps enhance shot stability. Dura Touch Armor Coating rounds out the rugged finish. This is one serious varmint gun, built for fre-quent shooting in the field. ($1,299; browning.com)

Remington was the first major sporting-gun manufacturer to truly embrace the growing popularity of predator hunting and tactical rifles, and its commitment shows in the R-15 Predator Carbine CS. Available in two popular predator cali-bers—.204 Ruger and .223 Rem.—the Predator Carbine features a 22-inch, free-floating, button-rifled .680-inch muzzle OD ChroMoly barrel with a recessed hunting crown, a collaps-ible stock and pistol grip, a single-stage hunting trigger, a receiver-length Picatinny rail for optics and a tube-drilled forend tapped for acces-sory rails. Dressed up in Full Advantage MAX-1 HD camo, the tele-scoping stock has a fully adjustable length of pull for a custom fit to any shooter. This semi-auto rifle comes with a five-round magazine, but is completely compatible with after-market MSR magazines. A lockable hard case comes with each firearm. ($1,275.86; remington.com)

Shedding some of the bulk of more traditional varmint and predator rifles, the Model 70 Coyote Light achieves its status through such features as a skele-tonized aluminum bedding block, a carbon fiber and fiberglass composite Bell and Carlson stock and flow-through vents on the forend. Rounding out the gun’s main points are a matte-blued receiver and a medium-heavy fluted stainless barrel. A Pachmar Decelerator pad minimizes recoil. The Coyote Light is available in six chamberings: .22-250 Rem., .243 Win., .308 Win., .300 WSM, .270 WSM and .325 WSM. ($1,069–$1,119; winchester.com)

VARMINT ROUND-UP | RIFLESVARMINT ROUND-UP | RIFLES


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photo credit

t/C Venture Predator

Weatherby Vanguard Predator

Ruger M77 hawkeye Predator

thompson/center introduced the venture predator in 2010 in order to bring an exclusive predator offering to its popular line-up of venture rifles. the venture predator comes with a right-out-of-the-box guaran-teed minute-of-angle accuracy of three shots in a 1-inch-or-less group at 100 yards. Features of the bolt-action rifle include a 22-inch preci-sion barrel with 5r rifling and a tar-get-grade crown. the 5r rifling is designed to create less copper fouling, minimize cleaning time and provide consistent accuracy in high-volume shooting situations. trigger pull can be adjusted from 3.5 to 5 pounds, and the nitrate-coated fat bolt with a 60-degree lift and roller-burnished receiver provides smooth action and plenty of clearance between the bolt and scope. the composite stock is coated in realtree max-1 camouflage and includes inlaid traction-grip panels for a solid grip in wet conditions or when the shooter is wearing thick gloves. Weaver-style scope bases come installed on the rifle, which is chambered in .204, .22-250, .223 and .308. a single-stack 3+1 detachable nylon box magazine is standard. ($549–$599; tcarms.com)

Weatherby debuted the predator model to the vanguard line two years ago, and the rifle is finding increased favor with the growing legions of predator hunters drawn to the venerable Weatherby brand. the vanguard predator goes a different camo route from most manufacturers’ models, employing natural gear’s natural pattern camouflage. the muted browns of this pattern work well in nearly any terrain. the gun tips the scales right at 8 pounds, and includes a 22-inch no. 3 contour barrel. the bolt-action also includes a fully adjustable factory-tuned trigger as well as its famous action (based on the mark v), which is a one-piece machined receiver with a fully enclosed bolt sleeve and three rings of steel surrounding the case head for added strength. it is available in three popular cali-bers—.223, .22-250 and .308—and comes with Weatherby’s vanguard guarantee of being able to shoot a 1 ½-inch three-shot group at 100 yards when you use premium or any Weatherby ammunition. ($789; weatherby.com)

hunters looking for an attractive firearm built specifically for tack-ling predators will find it in the m77 hawkeye predator. the 8-pound rifle boasts a laminated wood green mountain stock topped with a 24-inch stainless-steel barrel with a hawkeye matte stainless finish. the .22-250-caliber rifle has a length of pull of 13 ¹⁄3 inches and is 44 inches in length overall. it also has a capac-ity of four rounds. additional features include a two-stage adjustable trigger, non-rotating mauser-style controlled-feed extractor, a hinged steel floor-plate and a three-position safety, which allows the user to load or unload the rifle with the safety engaged. ($963; ruger.com)



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Savage 10 Predator hunter Brush

Marlin Model 982VS-CF

DPMS Prairie Panther Brush

savage was the first mainstream gunmaker to develop a rifle truly dedicated to the predator-hunting market. that rifle was origi-nally designed with the help of leg-endary burnham bros. game calls owner gary robertson. savage now offers its savage 10 predator brush complete with a carbon-steel 22-inch brush-colored barrel, a syn-thetic camo stock, the renowned accutrigger and a detachable box magazine that holds four rounds. the receiver is drilled and tapped for scope mounts, and the rifle comes in such popular short-action calibers as .223, .204, .22-250 and .243. at only 7 ½ pounds, this is a light gun. ($829; savagearms.com)

perhaps best known for lever-actions, marlin has been produc-ing some quality bolt-actions for some time now. For hunters look-ing for a stout rimfire option for smaller predators and varmints, marlin’s model 982vs-cF will be right up their alley. the heavy-barreled .22 Win. mag. features a fiberglass-filled synthetic stock with a carbon-fiber pattern, and includes both four-shot and seven-shot clip magazines. the 22-inch barrel includes micro-grooved rifling (there are 20) and a recessed muzzle. the bolt-action receiver has a thumb safety and red cocking indicator. the 41-inch gun weighs 7 pounds. ($326.41; marlinfirearms.com)

the tactical-rifle enthusiast looking for a predator gun with a true modern-arms genesis will most likely find the dpms prairie panther brush catching his eye. introduced earlier this year, the prairie panther boasts a 20-inch fluted and teflon-coated black heavy barrel made of 416 stainless steel, an a3 Flattop upper receiver forged from 7075-t6 aircraft-grade aluminum alloy and then hard-coat-anodized to military specs. the lower receiver is made of the same materials and contains a two-stage semi-auto trigger group, an aluminum mag-release button and a magpul Winter trigger guard. the stock is made of skele-tonized a2 black Zytel and dipped in mossy oak brush camouflage. the gas-operated rotating bolt rifle is chambered in .223 rem., and comes with two 20-round maga-zines, a nylon web sling and a cleaning kit. ($1,249; dpmsinc.com)





©2010 Sturm, Ruger & Co., Inc. 100510

A L A B A M A

Bangers L.P.(Birmingham), 800-226-4377

A L A S K A

V.F. Grace, Inc.(Anchorage), 907-272-6431

A R I Z O N A

Davidson’s(Prescott), 800-367-4867

C A L I F O R N I A

AcuSport Corporation(Roseville), 800-543-3150

C O N N E C T I C U T

Jerry’s Sport Center, NE(Newington), 800-456-5595

G E O R G I A

AcuSport Corporation(Duluth), 800-543-3150

I L L I N O I S

Williams Shooters Supply, Inc.(Quincy), 217-222-4195

Zanders Sporting Goods(Baldwin), 800-851-4373

K A N S A S

Simmons Gun Specialties, Inc.(Spring Hill), 800-444-0220

L O U I S I A N A

Lipsey’s LLC(Baton Rouge), 800-666-1333

Sports South, Inc.(Shreveport), 800-388-3845

M A S S A C H U S E T T S

Camfour, Inc. (Westfield),800-347-3276

M I N N E S O TA

CSI Sports LLC(Sauk Rapids), 800-328-7087

AcuSport Corporation(Waite Park), 800-543-3150

Bill Hick’s & Co., Ltd.(Plymouth), 800-223-0702

M O N TA N A

AcuSport Corporation(Billings), 800-543-3150

MT Sports LLC (Billings),800-243-1610

N O R T H C A R O L I N A

Henry’s Tackle LLC(Morehead City), 800-545-5654

O H I O

AcuSport Corporation(Bellefontaine), 800-543-3150

Ellett Brothers LLC(Lakeview), 800-845-3711

Outdoor Sports Hdqtrs., Inc.(Dayton), 800-444-6744

W. L. Baumler(Lorain), 800-321-2501

P E N N S Y LVA N I A

AcuSport Corporation(Morgantown), 800-543-3150

Bonitz Brothers, Inc.(Harrisburg), 800-825-7060

Ellett Brothers LLC(Downingtown), 800-845-3711

Jerry’s Sport Center(Forest City), 800-234-2612

S O U T H C A R O L I N A

Ellett Brothers LLC(Chapin), 800-845-3711

T E X A S

L.M. Burney Distributors LLC(Waco), 800-737-3006

Hill Country Wholesale, Inc(Pflugerville), 800-777-2666

AcuSport Corporation(Arlington), 800-543-3150

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1210_Predator-Accessories.indd 44 11/10/10 3:18:52 PM

DECEMBER 2010 ❚ SHOT BUSINESS ❚ 45

VARMINT RIFLES ROUND-UP

E X P A N D I N G

SEASONS, E X P A N D I N G

SALES

AmmoAn educated sales force can turn almost any deer hunter into a predator hunter, and ammo is a key to persuading the average guy to give it a whirl. Many tra-ditional whitetail calibers can be con-verted into scorching coyote guns sim-ply by swapping ammunition. The .243 is perhaps the best example. Bullet weights for deer run in the 80- to 100-grain range. Dropping down to a 55-grain bullet ups the muzzle velocity to 3,800 feet per second, and turns a favorite deer rifle into a varmint laser.

It makes sense, if you are going to stock varmint rifles and compete for var-mint hunters’ business, to have varmint-appropriate ammunition on hand.

“Our varmint-gun business continues to be a growth segment, and with varmint rifle sales comes strong ammo sales,” says Brett Milewski, who manages Kesselring Gun Shop in Burlington, Washington.

Some calibers, like the .204 Ruger or .220 Swift, are dyed-in-the-wool varmint cartridges, and varmint-appropriate bul-lets are loaded almost exclusively. Other varmint cartridges, like the ever-popular .223, come in a dizzying array of bullet

Stocking shelves with accessories for predator

hunters is a great way for retailers to increase sales

By J. Guthrie

Predator hunting has soared in popularity as hunters look to spend more time afield before or after big-game seasons. Nearly every state in the Union has coyotes, and since most state agencies classify what Native Americans call

“Little Brother” as a varmint, hunters enjoy liberal seasons and methods of take—if there are any regulations at all. Traditional furbearer species such as foxes and bobcats can be hunted with calls and rifles, but are generally more regulated. The good news for retailers is that coyotes, foxes and bobcats require specific hunting gear, and unlike some hunting pursuits—waterfowling, for example, which can be prohibitively expen-sive for entry-level hunters—a first-time predator hunter can try his hand at coyotes with a $10 call and his deer rifle. At the opposite end of the spectrum, you’ll see the die-hard who has to have predator-specific rifles, ammo, optics, camo, calls and shoot-ing aids. Both the novice and expert are prime targets for you.

From top: Aimpoint 9000L scope; Gerbing camo gloves; Federal Premium V-Shok ammo; Hunter’s Specialties camo makeup.

VARMINT ROUND-UP | ACCESSORIES



PH

OT

O C

RE

DIT

choices that are not always clearly marked. It is up to your salesclerks to point the novice hunter toward light and fast 40- and 45-grain jacketed hollowpoint bullets and away from the heavy, slow, 62- and 69-grain match bullets.

And don’t forget shotguns, since they’re a great tool for in-your-face encounters. Most predator-hunting pairs will have a centerfire rifle and shotgun. Hevi Shot makes a load called Dead Coyote—no ambiguity there—but other heavier-than-lead shotshells with larger shot sizes—No. 2, 4 and 6—will do wonders on close-in predators even if there happens to be a turkey on the box.

Everything from white-box hollowpoint practice ammo to $40-a-box super-premi-um ammo is available for varmints. Previous ammo sales to deer hunters should be your stocking guide.

CallsOne of the cooler aspects of coyote, fox and bobcat hunting is that the critters can be called into gun range. Turkey hunters love the rush of a big gobbler responding to a call. The same goes for elk and duck hunters. Coyotes or foxes crashing into a set-up are a real adrenaline pumper, and bobcats can play a literal game of cat and mouse lasting up to an hour.

Taking the fear out of calling is critical to getting first-time buyers involved in the sport. Mastering manual predator calls is no more difficult than learning to play a tune on any duck or turkey call, and there are plenty of instructional DVDs to get newbies started. Electronic calls are as simple as pressing the right button at the right time. Getting a handle on all the dif-ferent calls is another matter entirely, though, because there are hundreds of calls, both manual and electric, available.

The good news is that many familiar brands, brands already on your shelves, make complete lines of predator calls. Primos has both manual and electronic calls, and sells blister packs with instruc-tional DVDs. Johnny Stewart Wildlife Calls, Knight & Hale, Cass Creek, Burnham Brothers and FoxPro are just a few of the companies making high-quality electronic calls. While prices vary wildly, from $7 to $700, margins are generally excellent on call products. Retailers can take a soft plunge by stocking a variety of inexpensive manual and electric calls and then step up to the high-end FoxPros once

they have firmly established a predator-hunting following.

Optics Although a lot of varmint hunters will simply use the same binocular and rangefinder they use for other big-game pursuits, there are a ton of predator-hunting-specific optics. Variable scopes dominate the category and have features like ballistic-drop-compensating reticles and target turrets for extreme long-range shooting. The whole point is to get hunt-ers on their target faster and make preci-sion adjustments possible. Again, a sales-person’s expertise is critical to explaining why a hunter should spend the extra $50 or $100 for these features.

Nikon, one of the companies really cashing in on the predator-hunting craze, hit the nail on the head with its Coyote Special line. There are a couple of power ranges—a 3–9x40mm and a 4.5–14x40mm—paired with Nikon’s ever-popular open-circle BDC predator-hunt-ing reticle and two camo patterns that are predator-hunting favorites. The price is very reasonable, and fashion-conscious hunters no longer have to fret over their scope matching their rifle’s camo pattern. Two Nikon accessories specially made for the Coyote Special line are flash kills and camo rings. These should be within reach when you talk about the scopes.

More and more hunters are taking advantage of zero-magnification reflex optics like Aimpoint and EOTech for fast-paced run-and-gun hunting. Originally designed for urban combat by the mili-tary, the sights are perfect for running shots at moderate ranges. There’s just one catch. Since they are mil-spec tough, they can be prohibitively expensive. That puts them in the die-hards’ camp, and the tactic to take here is to have samples at the counter for inspection. Once in the hand of a potential buyer, they practical-ly sell themselves.

Above all, a salesperson’s knowledge of local terrain and hunting methods is going to make the difference. Sticking a 20X scope that’s been gathering dust on a rifle that is unlikely to see shots past 100 yards is no way to ensure future sales.

Odds and EndsPredator hunters, just like their deer- and duck-hunting brethren, can absolutely

From top: Nikon Coyote rifle-scope; EOTech EXPS sight; Gameface headnet; Winchester Super X .220 Swift ammo.



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drown themselves in accessories. Shooting aids like bipods and shooting sticks are extremely helpful and, coincidentally, are high-margin items. Ghillie and leafy suits, face masks and gloves are also winners, as even the first-time hunter knows he is matching wits and eyes with critters that make their living hunting. And it never hurts to mention that most of these items can be used for other game as well.

Quite a few states allow night-hunting with lights, and that opens up a huge cate-gory for retailers. High-intensity and high-quality illumination tools are a must for nighttime predator hunting, and a poten-tial cash cow for retailers. Hunters need an LED headlamp to get in position, a red-lens flashlight for locating predators coming to the call and then an ultra-bright light strapped to their rifle or shot-gun to make the shot. Retailers catering to the tactical and home-defense crowd will be able to double dip on specialized batteries and light mounts. Laser sights, where legal, are another no-brainer and come in a wide variety of styles.

Rifle/Scope/Accessory PackagesSome customers love to have the guess-work eliminated before they even walk through the shop doors. Putting together a few package guns, complete with all the accessories a hunter might want or need, is a way to pick the “low hanging fruit.” Bob Fennell, manager of Van Raymond Outfitters in Brewer, Maine, says that coy-ote night-hunting was especially popular this year. He has sold a number of var-mint packages with DPMS .223s mounted with Leupold VX1 scopes.

But retailers should think beyond scopes and ammo. Prepackaging a rifle with a bipod and a high-output light could lead a potential buyer down a revenue path that might have gone unexplored had the accessories been left on a shelf three rows away from the gun counter. When a customer can see all the pieces of the predator-hunting puzzle together, he’ll often find the prospect of an exciting hunt and new gear irresistible.

The successful first-time predator hunt-er is very likely to return and pony up for a predator-specific rifle and optic, or more capable calls and accessories. Having a good selection of products on hand, and a knowledgeable sales force to sell predator-hunting tools, will keep customers com-ing back and the cash flowing in.

From top: EOTech 512 sight; Johnny Stewart PC-1 predator call; Hunter’s Specialties camo gloves; Aimpoint Micro H-1 sight.

From top: Johnny Stewart Whimper call, Preymaster digital call and Quik-Shot shooting sticks; Browning Tactical Hunter Alpha Max flashlight.



BN_022072_SHB1210.indd 1 10/28/10 11:26 AM


Melting Pot

While still a member of the Sheriff’s Department

in Oakland County Michigan, Bill Kucyk began

teaching the state’s concealed-carry certifica-

tion course. Those teaching duties greatly accelerated in 2005,

when he retired from the department after a 30-year career

that included heading the SWAT team and the Detective

Bureau. With retirement, Kucyk began thinking about starting

his own retail firearms shop and shooting range. As he mulled

over a new career choice, he began noticing that, though his

concealed-carry classes were increasingly made up of women

and minorities, the staffs at the gun shops and ranges hosting

his classes were overwhelmingly male and white.

Staff diversity helps one Michigan retailer score big

By Brian McCombie

The

1210_MeltingPot_sm.indd 50 11/10/10 3:13:33 PM

DECEMBER 2010 ❚ SHOT BUSINESS ❚ 51

g Rental counter cashier Jakeena Moses (above) with a rental handgun, in this case an H&K P30 9mm. Right: Owner Bill Kucyk.

“For a period of five years, I didn’t see any female carry instructors,” Kucyk says. “And I taught classes and went to ranges all over the state!”

So in July 2008, when he launched his own retail and range operation—Action Impact, in suburban Detroit—he did so with a definite business plan in mind. He would cater to the personal-protection market, with a special emphasis on Michigan Concealed Pistol License (CPL) holders and appli-cants. And because most of his customers would be coming from an ethnically diverse Detroit area, he felt the need to create an equally diverse staff.

“I have a staff composed of ten different ethnic, religious and cultural backgrounds,” says Kucyk. “In addition to English, among them they speak eleven languages, including Spanish, five Middle Eastern dia-lects and German. I have a female African-American firearms instructor. You just don’t see this in most gun stores—at least, not any I’ve been to. We all want an environment we’re comfortable with. Some might call this a melting pot. Well, that’s exactly what it is—and it works great!”

Today, business is booming at the 10,000-square-foot facility, and Kucyk credits his 16-person staff (six part-timers, 10 full-timers) for much of that success. “I’m eighteen percent above where I was last year,” he notes. “And last year was a very good year.”

Action Impact boasts 14 computerized shooting lanes and classroom facilities. The location, in Southfield, less than a mile from the city limits, is a natural draw for Detroit shooters because the city doesn’t permit shooting ranges to operate within city limits. But it almost didn’t happen.

Professional ApproachThe big obstacle was a local zoning board.

“I had the door slammed in my face, right from the beginning, at a city zoning board meeting,” Kucyk

says. “I was giving a presentation, and within about fif-teen seconds they looked at me and said, ‘We don’t want a shooting range here. You’re done.’”

Kucyk thought that was the end of his dream. Thankfully, one sympathetic zoning board member later told him not to give up—that the board could be swayed.

“I figured my job at that point was to educate and convince,” he says. “I wasn’t a gun advocate. I was a professional firearms advocate, advocating safe, pro-fessional training. I won them over by stressing pro-fessionalism as well as my professional background. In essence, I told them, ‘I’ll help make your city a safer gun city.’”

A year later, the same zoning board that cut him off approved the new business.

Kucyk had planned on building a new structure from the ground up. But he discovered that, given the zoning laws, new construction would leave him with less parking space than was available with an existing structure. So, he ended up buying an old clothing warehouse and completely renovating it.

Kucyk’s wife helped in designing Action Impact, if inadvertently. Several years before he opened Action Impact, Kucyk and his wife spent a day at an area shooting range. Kucyk thought it was a pretty decent facility, with good shooting lanes and a nice product selection in the retail area. So he was surprised to hear on the way home that his wife was put off by the facility.

“I asked her what was wrong,” he says. “She said the women’s restroom was just nasty, and she’d pre-fer that we never go back.”

His wife’s reaction struck a chord, and he notes that the restrooms at Action Impact are spotless. Kucyk fully realizes no one patronizes a store because of the clean restrooms; at the same time, he’s quite sure that women very well may not return if they open the restroom door and find a



disheveled mess. And that attention to detail helps explain why fully a quarter of Action Impact’s cus-tomers are women.

Five-Star FacilityWord-of-mouth referrals on Action Impact were strong soon after it opened. And though Kucyk was grateful for that initial reception, he knew he needed to create a strong marketing plan as well. “My cus-tomer base is 1.2 million people,” he says, “and those word-of-mouth ‘tentacles’ will reach only so far. That’s why we had a good marketing budget factored in right from the beginning.”

Kucyk uses the Internet, print, radio and television in his marketing. So far, he’s found that local televi-sion is the best medium for targeting potential cus-tomers. Fast-moving action-oriented commercials are very effective, and he makes sure that his commer-cials feature his diverse staff, firearms and his range.

An important part of Action Impact’s marketing, and success, revolves around that fact that it is a National Shooting Sports Foundation Five-Star-rated shooting range. To meet the NSSF’s criteria as a Five-Star facility, ranges such as Action Impact must dem-onstrate excellence in all aspects of management and operations. Ranges are rated on appearance, manage-ment, customer service, amenities, customer develop-ment and community relations. Kucyk displays an NSSF Five-Star banner in his facility. Those five stars also figure prominently on his website and in his other marketing venues.

“I think that rating is very important,” he says. “You have to distinguish yourself. The Five-Star rating legitimizes your business and creates confidence in your customers, especially for people coming here for the first time.”

Product Mix, People MixIt has not been all smooth sailing. Kucyk had to deal with the problems experienced by any new business, from finding the right product mix to making sure he has enough employees at peak times—and determin-ing when those peak times are most likely to occur.

For example, when Action Impact first opened, Kucyk felt he should have a selection of hunting fire-arms and accessories. Michigan, after all, is a top state for deer and small-game hunting. But the hunting items just gathered dust. His customer base, he dis-covered, simply did not include enough hunters. Then, as now, handguns for concealed carry and self defense were the top firearms sold, and the accesso-ries that move the best are those connected to those handguns—concealed-carry holsters, magazine pouches and handgun ammunition.

His biggest difficulty? Not really understanding the distribution systems supplying him with the needed merchandise. His education on this issue began at the SHOT Show, where he met with several distributors. Kucyk sat down with them and listened as they explained how their distribution businesses work, including computer ordering systems, the back-order process and shipping.


Once Action Impact was up and running, Kucyk still wasn’t clear on some points, so he actually traveled to a couple of his key distributors for tours of their facilities and to get a hands-on feel for the how and why of fire-arms and accessory distribution.

As Action Impact went forward, Kucyk quickly saw the huge local demand for CPL instruction, and his $99 CPL course became an Action Impact mainstay. It runs four times a week during the spring and fall, usually at full capacity with 35 students. Summer is slower, averaging only one class per week.

“My goal is to turn each CPL student into a cus-tomer,” Kucyk says. “But you don’t do that by giving them a sales pitch. They’re too smart for that. I am not pushing any products on them in my classes. I ‘push’ the need for safety, for quality equipment and accessories, for first-class training and regular prac-tice. If you do that as a firearms professional, they’ll come back to buy from you and to use your range.”

In keeping with his diversity mantra, Kucyk has developed a real mix of range users, too. Action Impact hosts everything from Ladies’ Nights and church groups to fall handgun leagues and corporate team-building events. Several times a year, the Detroit Jewish Cigar and Shooting Club meets here to get together to talk religion, smoke fine cigars and put a few rounds downrange.

“People may laugh when they hear that,” Kucyk says. “But when the Cigar Club’s here, that’s sixty people coming through my doors!”

Yes, it’s a melting pot at Action Impact, and that makes Kucyk mighty happy.

“I’m looking out over the store right now,” Kucyk says, “and for customers I see four females, two of them African-American, five African-American males and five white males. And one of the white guys is dressed up as a cowboy! We get everybody here.”

The retail area focuses primarily on firearms for personal defense, especially models suitable for holders of a Michigan Concealed Pistol License. One of Action Impact’s strongest selling points is that customers can rent a pistol and shoot it at the store’s range to see how it fits. The range is also used by customers for target practice.

When Bill Kucyk set out to hire a diversified staff, he was told that, while it might be a nice idea to have an ethnically diverse staff at Action Impact, he was going to have trouble finding qualified peo-ple. Not so.

“I advertised for employees, that’s true,” he says. “But a lot of them just came through the door looking for a job. Not just a job, but a job in this business.”

Kucyk had numerous applications from people with a military and law enforcement background, and with NRA instructor certification.

“These were trained instructors, firearms experts. That kind of experience isn’t dependent on race, religion or cultural background. It’s about individual interest and training. I had absolutely no problem finding people with those qualifications, and it cut across all ethnic lines.”

Kucyk estimates that personal protection and concealed carry represent nearly 90 percent of his business, with women making up about a quarter of those customers. That demographic makes female counter help and instructors a big part of Action Impact’s success. It’s not that a woman cus-tomer has to have a female clerk or instructor, Kucyk explains. But many first-time female cus-tomers are a little nervous when they enter his shop. “Seeing that there are women on my staff really helps ease some of those jitters,” says Kucyk. “They feel more accepted.”

Finding Qualified People

A diverse staff is a prime asset when dealing with Metro Detroit’s very diverse customer base.


In the last decade, most American footwear manufacturing has left the United States for the more profitable environment on the Pacific Rim. It has been such a large-scale transition that, today,

most retailers stock well over 98 percent Asian-made soft goods. But last fall, Danner opened a new manufacturing plant in Portland, Oregon, with an emphasis on stitched-down, leather-framed soles that are exceptionally durable and can even be repaired. This new facility employs more than 500 people in two shifts, and by all accounts orders continue to increase. Like many American sportsmen, I prefer to buy American, but above all I want durable, long-lasting goods. To see how the new Danners would perform, I recently tested a pair of Super Quarry boots during hunting season.

All BusinessThese extremely stout boots start with a Vibram Olympia sole stitched to multiple layers of leather, forming a large, wide external footbed. This large footprint provides a solid foundation for good footing on tree-stand steps and steep, rocky surfaces. The soles are attached to a full-grain leather upper wrapped with a lower knurled rand that keeps the boots from being torn by rocks or sharp metal objects. Even the stitching thread is highly resistant to fraying.

The Quarry comes with a safety toe, which stood up to the worst that rocky upland bird cov-ers could throw at me. I also really appreciate that the toe protector is made from non-metallic material and won’t transfer cold the way steel toes do. Underneath is Danner’s Armor Flex midsole, which is puncture-resistant and meets multiple ASTM standards. Inside, the footbed is particularly plush yet supportive, creating a comfortable base to stand on for long peri-ods of time. The large pull-tabs make the boots easy to slip on, and the boot also uses a waterproof, breathable Gore-Tex quilted liner for enhanced comfort. (FYI: Danner

actually created the waterproof, breathable liner in boots decades ago and sold the technology to Gore-Tex.)

Let your customers know they will have to break these boots in; this is some-thing many hunters are not used to in an age when most hunting footwear uses softer TPR-molded soles. For me, break-in took about three days, but now the boots feel like they’re molded to my feet.

A Selling ToolPeople who make their living working outside will find these boots an exception-al tool for work and for early-season deer. And they’ll no doubt appreciate the dou-ble-duty aspects of the product. So the next time a carpenter, electrician or land-scaper comes in, tell him you can take care of his feet at work or on the weekend. The best part is that you’ll sell him a prof-itable product that’s made in the United States. On the soft-goods side, that’s a rare and valuable selling tool. MSRP: $210–$260. (800-345-0430; danner.com)

Back in the USADanner footwear is a great value, and it’s American-made to boot


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Getting Your Customers on Good FootingIf you want to give a customer the perfect fit, you can’t just grab a pair of size 10s and say, “Here.” Do your home-work, or the customer may order the boots from a catalog the next time. For the perfect fit, do the following:•Size your customer while he’s standing up, not sitting down.

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W H AT ’ S S E L L I N G W H E R E B Y P E T E R B . M AT H I E S E N

OR Bay Area Firearms,

North Bend Keeping 100 to 150 firearms on hand, this small neighborhood gun shop relies on a loyal clientele of retired shooters.

The store aggressively markets and offers a large selection of youth guns in December.

“We love to teach kids to shoot, and we try to keep a wide variety of guns on sale just before Christmas,” said salesman Jim Smith.

The Cricket Pink Laminate .22 and the Youth H&R .410 single-shot shotgun lead the pack. Right on their heels are the Ruger Model 77 Youth bolt-actions in .243 and Marlin’s XS74, also in .243.

Handgun sales are brisk. The Springfield XD in 9mm and .45 is

making the best turns. The Glock Model 27 is a close second.

NVSilver State Arms, Reno

With three full-time employees and an average of 600 guns in stock, this family-run store services home defense, reloaders and hunt-ers in a snug 1,500 square feet.

Handguns are doing exceptional-ly well at the moment, with XDs in 9mm and .40 pulling the highest numbers. Smith J-Frame revolvers and Ruger LCRs are also heating up the counter.

Although MSR sales have fallen to just two per a month, this retailer is making the move to market guns online.

“We had a new Kel-Tec RFB .308 that we couldn’t get anyone to even look at. But I sold it on GunBroker.com for $75 more than

it was listed in the store in just five hours,” said partner Joe Compilli.

CANorthwest Sporting

Goods, Willits Located two hours north of San Francisco, this general sporting-goods store sells a wide range of soft goods, team-sports gear, camping, fishing and hunting supplies.

Pre-Christmas sales primarily focus on Youth Model .22s.

“We can order just about anything, but the majority of our customers come in for our specials on Marlin .22s and Ruger 10/22s,” said counter salesman Matt Wyatt.

What’s moving well this month includes Kimber 1911s and Glock 27s.

Marlin 336c lever-action hunting rifles are also in high demand.

MNJ&S Custom Guns,

Lakeview At just over 1,000 square feet, this retailer uses custom gunsmithing to maintain high sales volume in the home-defense cate-gory. Handguns are holding steady, with Glock 23s and 19s in the top slots. H&K P30s in 9mm and .40 are also seeing strong demand.

MSR sales are currently high for this store. “We do a lot of custom build-outs and complete acces-sorized packages for our custom-ers. I believe that’s one of the rea-sons our sales are still so strong,” said manager Craig Elliott.

Currently, the Rock River Coyote is the store’s best seller.

INMile Corner Gun Shop, Garrett

Sitting just a few miles from the Michigan-Ohio border, this gun and

ammo shop has eight indoor shoot-ing lanes and keeps more than 500 firearms on hand. Due to recent reg-ulation changes, deer season is still going strong at this shop. “A few years ago, Indiana approved the use of centerfire handgun calibers in rifles for deer hunting. It has com-pletely changed our fall and winter selling seasons. We now sell large-caliber lever-actions in addition to matching revolvers to hunters that used to hunt exclusively with muz-zleloaders or shotguns,” said owner Dan Yard.

Ruger Black Hawks in .44 Mag., Smith 500s and Ruger .454 Casulls are in high demand. Marlin .44 Mag. and Henry Big Boy lever-actions are moving briskly as well.

Small-game guns like Ruger 10/22s and Mossberg 500s in 20- and 28-gauge are selling well to rabbit hunters.

KS The Trading Post, Eldorado

Twenty miles east of Wichita, this former pawn and gun shop is now exclusively dedicated to fire-arms sales, with an emphasis on handguns.

The chill of winter is bringing fast turns on Ruger 10/22s and Rossi 410/22 combo guns. “Sales are down overall from last year, but niche gun sales are still very good. As long as I don’t stock what Cabela’s has in inventory, the store does pretty well,” said owner Mike Schwemmer.

Handguns are still paying most of the bills, with Glock 27s and 23s holding the top spot. The store is also seeing plenty of turns from Springfield XDs in .40.

Hunting guns are slowing down, but Savage Model 10s and Stevens over/unders are still moving well.

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W H AT ’ S S E L L I N G W H E R E

GA A-Z Guns, Macon With

1,500 square feet and 400 guns in stock, this store specializes in home defense firearms that the big-box stores don’t carry.

“Our pre-Christmas sales traffic has really been off. I was consider-ing expanding last year, and now I’m glad that I didn’t,” said owner Larry Hetrich.

Handgun sales at the store continue to move close to last year’s numbers. Springfield XDs in .45 and a few 9mms are leading the way.

In a close second, the Taurus 24/7 is also seeing quick turns.

Although MSR sales are com-pletely flat, this retailer just sold two .50 Bushmasters.

A few bolt-action Tikkas in .308 have been sold as pre-Christmas presents.

TXBayou Bend Gun Shop,

Cleveland Located one hour north of Houston, this small, rural shop stocks an active inventory of up to 400 firearms in roughly 1,200 square feet. “Sales are a little off this year, but I think that it’s just hard to keep up the numbers we had during the AR and ammo short-ages,” said owner Larry Wilson.

For this December, Ruger is ring-ing the register with plenty of traf-fic on SR9s and P90s. Black Hawks in .357 and .45 are posting the high-est sales numbers this shop has seen in several years.

Deer centerfire rifles have begun to slow, but muzzleloaders contin-ue to gain momentum, with Thompson/Center Triumphs and CVA Optimas garnering the majori-ty of sales.

SCGun Doctor, Monk Corner

Keeping more than 250 hunting guns and handguns in stock, this retailer maintains high traffic by keeping a full-time gunsmith on hand.

With one month left in deer season, the Savage Edge in .308 tops the list of the most popular centerfire deer gun at this store. Autoloader shotguns, like the Remington 11-87 and Mossberg 935, are also in high demand.

“Hunting deer with dogs is still very popular in this area, and autoloaders and buckshot loads are what many of our customers want,” said James Elan, owner and head gunsmith.

Handgun sales are brisk;Ruger LCRs and Kel-Tec 380’s top the list.

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PA Enck’s Gun Barn,

Newmanstown Cowboy action is what’s selling at this rural south-central Pennsylvania store. It has more than 600 guns on hand.

“We have a Cabela’s close by, and we just don’t compete with them. Let them sell hunting rifles and shotguns; we’ll sell spe-cialty handguns and focus on what they don’t do well,” said owner Bob Enck.

Single-action revolvers rule here. The USFA Rodeo in .45 and the Ruger SASS Vaquero .357 matched-set guns top the list. Personal defense handguns are still strong movers; here, Glock Model 19s and Ruger LCRs are out in front.

MSR sales are slow. However, ammo stocks have vastly improved compared to this time last year.

MDHendershot’s Sporting

Goods, Hancock With more than 700 rifles and shotguns on hand, this store specializes in high-end rifles and travel packages for the first-time international hunter. “We take two to three groups a year overseas. It helps move a lot of profitable inventory while creating a long-lasting customer base,” said owner Lance Hendershot.

Two of this store’s top-selling rifles for December are the Dakota 10 in .30-06 and the Cooper 57 in .22. Waterfowling guns are still mov-ing, with Benelli Super Black Eagles and Legacy 28-gauges on top.

MSR sales have peaked, though the store recently moved a few cus-tom-order Sabers. Handgun sales are slow, but this shop is still turning a few Smith M&Ps in .45.

VT Vermont Field Sports,

Middlebury Keeping four employees busy with 400 guns on display, this rural retailer is moving muzzleloaders quickly. “Our doe season is combined with muzzle-loaders, so if a guy wants meat in the freezer, he’s either moving to or upgrading to a blackpowder gun,” said manager Greg Boglioli.

Pre-Christmas sales are busy, with Henry Model H001 .22s moving as well as several Ruger 10/22s. A few varmint hunters have pur-chased the Savage Edge in .223. Shotgun sales have cooled, but a couple of Browning O/U 20-gauge Citoris have been sold.

Handgun sales are steady, with Glock Model 17s in the lead. Taurus PT709s and Ruger SR-9s are tied for second place. MSR sales are slow.

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MossbergShooters who enjoy centerfire versions of the modern sporting rifle have experi-enced first-hand, to their dismay, the high cost of ammo, mainly because MSR users can go through a flat of .223s in an after-noon at the range. That’s the beauty behind Mossberg’s new Tactical .22, an alternative AR-style firearm chambered for less-expensive .22 rimfire ammo. It’s also a good option for LE operators look-ing for a cost-effective training platform.

The lightweight and fast-handling Tactical .22 parallels the look and feel of today’s AR-style rifle, while being built around Mossberg’s reliable .22 autoloader. Taking its cue from its proven 702 autoloader, the Tactical .22 matches an 18-inch barrel to a quad-rail forend, allowing the operator to fit the rifle with lights, lasers or other tactical accessories. Two stock configurations will be offered: a six-position adjustable and a fixed stock. The six-position polymer stock adjusts the length of pull from 10 ¾ inches to 14.5 inches, accommodating youth and smaller-framed shooters. The fixed-position stock has a standard 13-inch LOP. Other features include an A2-style carry handle, sling mounts, 10-round magazine, an adjustable rear sight and a front post sight. SRP: $276. (203-230-5300; mossberg.com)

MKS SupplyThe .357 Magnum six-shot Rhino is an odd-looking, ergonomically designed revolver. Thanks to this unusual form-

Mossberg Tactical .22 has been designed to use less-expensive .22 rimfire ammo.

The CCW six-shot Rhino in .357 Magnum fires from the bottom chamber to reduce felt recoil.

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(Continued From page 64)

1210_new prod.indd 60 11/16/10 1:07:15 PM

SKB’s line of 3i injection-molded watertight cases are designed to protect firearms while in transit. Cases feature molded-in hinges and trigger-

release latches.

follows-function design, the recoil and muzzle flip is greatly reduced due to the bottom-chamber firing position. This low-barrel design shifts recoil inline with the forearm, resulting in fast and accurate repeat shots.

The Rhino’s hexagonal-shaped cylinder also makes for a flatter profile when car-ried concealed. The frame is made from Ergal, a high-strength aluminum alloy, and finished in a matte–brushed electroless nickel. Each Rhino comes with a hand-made Italian-calfskin molded-and-stitched leather holster to fit up to 2-inch-wide belts and is marked with the Rhino logo to match the revolver. SRP: 2-inch barrel, $799; 4-inch barrel, $899. (837-425-4867; mkssupply.com)

SKBSKB’s 3i Series of injection-molded water-tight cases are constructed of ultra-high-strength polypropylene copolymer resin and feature a submersible design that uses gaskets to ensure waterproof perfor-mance. Other components include molded-in hinge and stainless-steel hinge pins, patented trigger-release latch system, comfortable snap-down rubber over-molded cushion grip handles on three

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sides, secure stacking and an automatic ambient-pressure-equalization valve.

The 3i-5014-6B-L MIL-STD Injection Molded Watertight Rifle Case has four SKB patented trigger latches and in-line-skate-style wheels. The case also boasts a layered foam base with convoluted foam in the lid for stable positioning of longer rifles or tactical-style weapons, with plen-ty of room for additional accessories. SRP: $229.99. (800-654-5992; skbcases.com)

Bobby Mac’sBobby Mac’s, a Massachusetts-based holster company dedicated to snub-nosed revolvers, is now offering the S.L. Variant speed loader as well. Because it uses spring-loaded chambers and locking cams, the S.L. Variant long ago earned its spurs as a secure and positive-loading speed

loader in both competitive and real-world venues. A large Sport Grip attachment (sold separately) screws onto the Variant’s threaded end, giving shooters a better purchase for more secure loading. The Sport Grip is also useful for shooters who wear gloves. The five-shot version will fit any J-frame-compatible revolver; six-shot models fit K-, L- or N-frame-compatible revolvers. SRP: $30. (646-926-2622; [email protected])

Hunter’s SpecialtiesThe True Talker deer call has long been recognized for its ability to create a wide range of deer vocalizations, from deep aggressive grunts to fawn bleats. The new True Talker 2 still allows hunters to make all those calls by changing finger pressure and position on a flexible membrane, but it now is available in a more compact con-figuration, making it easier to stow into a pack or pocket. It also can be taken apart easily, and by moving the O-ring that holds the internal reed, hunters can make further adjustments to change the tone of the call. In addition, the call has a built-in lanyard, which can fit around the user’s neck or arm. SRP: $19.99. (319-395-0321; hunterspec.com)

Buck KnivesThe fixed-blade Omni Hunter 10 PT Compact features a 3¼-inch-long Sandvik 12C27Mod steel blade and contoured rub-

The S.L. Variant speed loader uses spring-loaded chambers and locking cams to facilitate fast reloads.

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(Required by 39 USC 3685)

1. Publication Title: Shot Business; 2. Publication No.

012-491; 3. Filing Date: 9/30/10; 4. Issue Frequency:

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Publication: Bonnier Corporation, 460 N. Orlando Ave.,

Suite 200, Winter Park, Orange County, Florida

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or General Business Office of Publisher: Bonnier Corpora-

tion, 460 N. Orlando Ave., Suite 200, Winter Park, Orange

County, Florida 32789-3150; 9. Full Names and Complete

Mailing Addresses of Publisher, Editor, and Managing

Editor: Publisher: Eric Zinczenko, Bonnier Corporation, 2

Park Ave New York, NY 10016-5695; Editor: Slaton L.

White, Bonnier Corporation, 2 Park Ave New York, NY

10016-5695; Managing Editor: Margaret Nussey, Bonnier

Corporation, 2 Park Ave New York, NY 10016-5695. 10.

Owner: Bonnier Corporation, 460 N. Orlando Ave., Suite

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Florida 32790; 11. Known Bondholders, Mortgagees, and

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ber handles, grip ridges for easy handling and a lanyard hole for easy attachment. It weighs just 4.3 ounces and comes with a heavy-duty nylon camo sheath. SRP: $59. (800-326-2825; buckknives.com)

Extreme Shock Ammunition The Trauma Readiness Pack (TRP) is an emergency-care pack that is a step up from the usual first-aid kit. The kit con-tains, among other items, a QuikClot first-response hemostatic sponge (approved by the National Tactical Officers Association), one latex-free tourniquet, a latex-free compression wrap, red trauma tape strip and one sterile trauma pad. The compact package is vacuum-sealed and utilizes a sure-grip texture to improve handling as well as offer easy-open access even in dark and/or wet conditions. The package is also airtight, sterile and water-proof, and it floats. SRP: $24.95. (276-926-6772; extremeshockusa.com)

Buck’s Omni Hunter 10 PT Compact features a 3 ¼-inch drop-point blade and contoured rubber handles.

G OutdoorsThe G.P.S. Wild About Shooting bag applies the compartmentalized storage concept of soft-side fishing tackle bags to the shooting sports. The medium-size Sporting Clays Range Bag is a perfect example, as it will store eight to 10 boxes of shotgun shells with convenient lift ports at each end for easy access. The bag also features the Visual I.D. Storage System that helps a shooter quickly find shooting glasses, earplugs and earmuffs. The front pocket has seven clear tubes for choke or snap cap storage, and four side pockets allow for more accessory storage. (909-590-2514; [email protected])

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new products

(Continued on page 60)

Para USAThe idea behind the Single Action Shooting Society is to use fire-arms of the Old West. Wild Bunch Action Shooting is a variation on that concept, and one of the major differences is that the two single-action revolvers are exchanged for a full-size single-stack steel-frame 1911-style semi-auto in .45 ACP caliber, similar to the ones used in the classic Western The Wild Bunch.

Para USA’s Wild Bunch 1911 is purpose-built for this game. It fea-tures a 5-inch-long barrel with a 1-in-16 left-hand twist. The single-action design uses fixed sights and comes with a magazine capable of holding two to seven rounds. Overall height is 5.75 inches; over-all length is 8.5 inches. It weighs 39 ounces. SRP: $749. (704-930-7600; para-usa.com)

1210_new prod.indd 64 11/16/10 1:07:37 PM

shot business | december 2010

Documents

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nssf awards

nssf staff members

online training programs

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elk rifle