U.S.A. –-(AmmoLand.com)- COVID-19 continues to upend entire industries like travel, hospitality, entertainment, events, restaurants, and education, to name a few (Source: McKinsey)—while the outdoor, hunting, firearms, and shooting sports industry has—and continues—to set new sales records. Multiplied by social unrest, riots, lawlessness in our cities and the upcoming election, we have yet to see the end of how high sales will go (that’s if the supply chain can keep up).
It’s been an interesting experience because while the economy around us has spiraled out of control, our industry has not only survived the past 6 months—but has thrived. The only way I can describe it is like being in economic vertigo. Big pieces of the global economy are going one way, but our industry is going another (up).
In this article, I wanted to point out a few brands that I’ve found worth mentioning (that you might not know about) in the times we find ourselves in. If you’re a business leader, director, or marketing/sales professional—the below examples will help you think through your offerings, marketing programs, and perhaps spot future trends.
1. Brenton USA – Finding the Whitespace
Bartt Brenton, founder of Brenton USA hunts with ARs. After several years of not finding an AR suitable for hunting, he decided to design his own. Bartt, a former engineer at the world’s largest cyclotron at Michigan State University, brings a fresh approach to hunting with his Performance-Grade AR Hunting Rifles. Brenton approaches his rifles from a hunting perspective—rather than a tactical orientation. This approach means hunter specific controls, sizing, calibers (450 BM, 350 Legend, 6.5 Grendel, 6mm ARC etc.), and components designed for the hunter, not the warfighter. The AR provides the hunter with the latest in firearm design and gives hunters who have decades of experience a whole new hunting experience—and for those returning from overseas, a familiar platform to hunt with.
Why is this remarkable?
I find Brenton USA an excellent example of finding whitespace and growing it an extremely saturated market.
2. EasyExport – International Firearm Exports
Up until now, exporting firearms, parts, optics, accessories, and suppressors has been a tedious and risky proposition. EasyExport, founded by compliance and export attorney professional Jeff Grody, makes it easier for firearm manufacturers to tap international markets without the hassle of navigating the complexity of export regulations.
EasyExport enables U.S. sellers and lawful foreign purchasers of firearm products to do business easily and legally online by efficiently solving all the regulatory challenges. EasyExport’s interface allows e-commerce companies to vets and qualify approves oversea purchasers that who then seamlessly connect to sellers’ their websites to shop. After the purchase is complete, EasyExport clears the order for shipment after the purchaser has been approved.
Why is this remarkable?
EasyExport solves a complex problem that allows firearm companies to tap the expanding and lucrative international market. EasyExport is currently in BETA with four customers: ETS, Volquartson, TANDEMKROSS and LaRue Tactical and is set to launch later this fall.
3. Warrior Poet Society – Building a Community
John Lovell, former 2nd Battalion Army Ranger started like most YouTubers: reviewing products and providing shooting tips— but over time, John’s purpose turned into a movement—just as he intended.
John’s Warrior Poet code: “Be a protector and lover of people” has attracted over 1 million followers across YouTube, Instagram, and Facebook.
Social media giants and big tech continue to demonetize, throttle back and censor accounts that promote capitalism, the military, 2A values, and faith. Seeing the writing on the wall, John and his team launched the Warrior Poet Society Network (WPSN). The channel features content on firearm and personal defense training, leadership, family, and faith that subscribers can access through the website, app, Roku or Amazon Fire.
Why is this remarkable?
Eventually, YouTube, Google, Twitter, Facebook, and Instagram will pull the plug on 2A content. They are quickly moving this direction already because it’s not a matter of if, but when. (Source: Bearing Arms). Several off-YouTube channels exist like Full30.com and GunStreamer.com, but none has attempted to create a branded community with such a defined purpose. I find this remarkable and refreshing.
4. TRACT Optics – Trailblazing E-commerce
COVID has changed consumer behavior forever, and according to new data, this means consumers are:
- Making fewer trips to the store
- Shopping more online
- Looking for deals more regularly
- Aligning with brands that share their values
Source: Valassis
Founded by two former employees of Nikon, TRACT Optics, set out to create high-performance optics without the high-retail markup. TRACT launched its online company back in 2015. TRACT utilizes a direct-to-consumer model that allows them to not only manufacture higher-quality performance-grade optics without high retail markup costs but also to deliver a personalized online brand experience.
E-commerce sales have jumped over 42% from last year because of COVID and continue to increase. (Source: DigitalCommerce360) What we’re seeing is more brands shifting focus to online sales. To some companies surprise, COVID has changed opinions on e-commerce: “Hey, this e-commerce stuff works.”
For example, Daniel Defense launched a full e-commerce website early this year, where customers can order rifles direct. Glock announced last month that it is selling through Guns.com. When brands like DD and Glock make a move like this, you can be sure others are soon to follow. These types of tectonic shifts have the potential to change the entire dealer/distributor model forever.
Why is this remarkable?
There are an estimated 5 million+ new first-time gun owners as of this writing (Source: National Review). And we’re still a few weeks away from the election. 2020 will be the biggest sales year the firearms industry has ever seen. If big brands have forgone e-commerce in the past, you can be sure they’re talking about it now. TRACT was one of the early pioneers to step out of industry norms and trail-blaze what is now quickly becoming the new normal.
5. FalconStrike – Innovation
For years, reducing recoil has been left to rubber pads and expensive contraptions built into stocks—until now. Martin Gaudet, founder, and inventor of the patented FalconStrike has come up with a way to reduce recoil through hydraulics in a compact and easy-to-install pad. As Baby Boomers and GenXers get older, FalconStrike helps more aging joints and the less stout deal with the punishing effects of recoil. The pad borrows its design from the aerospace industry where Martin’s systems have been used on aircraft and in the space program. This understanding has led to a drastic reduction in recoil energy, push back, muzzle rise, and felt recoil. All of these combined factors give shooters more accuracy, comfort, and more time shooting.
Why is this remarkable?
Recoil is a constant when it comes to shooting. Less of it is always a good thing. A softer, more comfortable shooting experience makes a better time for all when smaller calibers can’t be used.
6. True Velocity – Breaking the Mold
I always thought that if the industry could figure out how to mainstream caseless or rechargeable ammo—that it would set the industry on a course that resembles Star Wars. But for now, we’ll have to settle for True Velocity. True Velocity’s premium composite-cased ammunition made from polymer offers distinct advantages over conventional brass-cased munitions, including drastic weight reduction, heat signature elimination, and significantly improved accuracy. The casings are also 100% recyclable.
Why is this remarkable?
For decades ammunition has relied on brass casings, but now there seems to be an alternative. This kind of thinking will continue to push the ammo segments into new territory and give consumers a second option. The round has been reviewed and reported to be just as accurate if not better than its’ brass counterpart. How will this change the future of ammo? Right now, ammo backorders have been rumored to stretch out (for some brands) 2-3 years. Finding new ways to manufacture ammo is a problem that needs to be solved.
7. Sig Sauer – Capitalizing on Customer Journey
One-way to quickly become a top 5 gun manufacturer (outside of winning a lucrative military contract) (Source: Shooting Industry) is through understanding how and when to add products to the customer journey. The thinking is if a customer trusts you for one purchase like a pistol, they will trust you for more, like a rifle, optic, and ammunition. And this is what SIG has done. SIGs’ loyal customer base has allowed the company to expand into electro-optics, ammunition, suppressors, and air guns that provide their customers with a “complete system.”
Why is this remarkable?
Most firearm manufacturers get stuck in creating just one product—however, to expand and grow, it may be necessary to expand your offering into other segments as long as you can maintain your brand focus and profitability.
8. MantisX – In-Home Shooting Practice
MantisX is a revolutionary shooting system that helps shooters improve their shooting precision. It can be used on pistols, rifles or shotguns (or bow)—dry fire or live fire. While attached to a pistol or rifle, MantisX analyzes your shooting mechanics, diagnoses issues, and coaches you on how to improve. With so many new shooters coming into the industry and the scarcity of ammo and firearm instructors, MantisX is a good way to practice shooting fundamentals and stay sharp until you can get back to the range.
Why is this remarkable?
MantisX allows me and other experienced shooters the ability to save on ammo while keeping shooting skills sharp until ammo supplies get restocked. New shooters will also benefit.
In conclusion, as the COVID era runs its course, we’re seeing many brands strengthen their position, launch products in uncertainty and pivot to new online opportunities—domestically and internationally. We have a few more months to go, but I concur… “What a crazy year it’s been!”
What about you? What brands have stood out to you during this time?
About Josh Claflin
Josh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies in the defense, outdoor, tech and shooting sports who are struggling to stand out in the crowded marketplace and attract new customers.
#6. If it can’t be reloaded, don’t buy it if you load your own ammo. Brass is King.
I would have to add Palmetto State Armory to that list and their all-new $299.99 PSA Dagger Pistol!
Congratulations Mr Riehl on your S.A.F appointment by the way
We need all the help we can get
Hear, Hear!
Congratulations Fredy.
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“Due to unprecedented demand, these Pistols are currently in production and are expected to ship out within 10-15 business days”
Once again the firearms industry leads American industry in innovation. This is one arena where the little guy or gal with big ideas (and no MBA) can make a big splash. Good news all. Thank you for this excellent reporting.