Die Free Co. and RSR Group launched a dealer-exclusive merchandising program running through December 31, 2026. Dealers purchasing qualifying DFCO products—Dos Boot, Kung Fu Grip, and Tiger Claw—receive complimentary branded countertop displays designed to increase accessory sales.
The Sporting Arms and Ammunition Manufacturers' Institute (SAAMI) has expanded voting membership eligibility to U.S. suppressor manufacturers and designers. SAAMI recently published the Z299.6-2025 voluntary industry standard for firearm sound suppressors, developed with input from suppressor, firearm, and ammunition manufacturers.
HIVIZ Shooting Systems marks its 30th anniversary with three decades of innovation in high-visibility sight solutions. The company has introduced groundbreaking products including the M-Series Magnetic Shotgun Sight, TriViz Sight, and FastDot H3, while partnering with major firearms brands including Benelli, Browning, Ruger, and Smith & Wesson.
NSSF, the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), and the Department of Justice (DOJ) launched a month-long public education campaign in San Antonio reminding the public about federal penalties for unlawful firearm purchases. The 26-year-old "Don't Lie for the Other Guy" campaign emphasizes that illegal firearm purchases carry up to 15 years in prison and $250,000 in fines.
Bass Pro Shops announced plans for a new 148,000-square-foot destination retail location in La Mesa, California, expected to open in 2028. Founded by Johnny Morris, the store will be the sixth Bass Pro Shops location in California and will feature immersive outdoor experiences, conservation initiatives, and employment for over 150 Outfitters.
Real Avid introduces the "Range Ready" initiative featuring a 15-part content series with world-renowned competitive shooter Doug Koenig. The program emphasizes preparation and confidence through expert guidance on firearm setup, shooting techniques, and performance mindset for shooters of all skill levels.
SLG2, Inc. will bring its Shoot Like A Girl experience to Cabela's in Hamburg, Pennsylvania on July 11-12, followed by Bass Pro Shops in Harrisburg on July 18-19. The free event features hands-on firearm and archery experiences, product demonstrations, and outdoor education for women, families, and enthusiasts of all skill levels.
The Second Amendment Foundation (SAF) and the Firearms Policy Coalition filed a petition for Supreme Court review in Calce v. City of New York, challenging New York City's ban on electronic arms. SAF Executive Director Adam Kraut and founder Alan M. Gottlieb argue the prohibition violates the Second Amendment and that residents should have access to non-lethal self-defense options.
Gun Owners of America (GOA) and Gun Owners Foundation (GOF), alongside Air Force veteran Craig Philips, filed a federal lawsuit challenging Pennsylvania's lifetime denial of carry licenses for individuals with minor drug convictions. The lawsuit cites the Supreme Court's Hemani decision to argue the ban cannot survive constitutional scrutiny under the Second Amendment.
Firearms Policy Coalition filed a motion to supplement its federal lawsuit challenging California's handgun roster by adding a claim against the state's ban on semiautomatic handguns with cruciform trigger bars, including most Glock pistols. The coalition, represented by Benbrook Law Group, PC, argues California's expanding handgun bans violate the Constitution and Supreme Court precedent.
Millennium Outdoors appointed Scott Ware as Director of Sales and Marketing. With nearly three decades of industry experience and 26 years at Outtech representing Millennium brands, Ware brings deep dealer relationships and product knowledge to strengthen the company's market presence and dealer partnerships.
The Gun Rights Policy Conference (GRPC) planning committee announced additional speakers for the 41st annual event scheduled for September 25-27 in Dallas, including Brandon Herrera, ATF Director Robert Cekada, and ATF Chief Counsel Robert Leider. Co-hosted by the Second Amendment Foundation and Citizens Committee for the Right to Keep and Bear Arms, the conference features leading Second Amendment experts and advocates.
NSSF, The Firearm Industry Trade Association, expressed disappointment with the U.S. Court of Appeals for the Seventh Circuit's decision in Barnett v. Raoul, which reversed a lower court ruling that Illinois' law restricting Modern Sporting Rifles and standard-capacity magazines is unconstitutional. NSSF plans to file a cert petition with the U.S. Supreme Court, citing over 32 million MSRs in circulation and disagreeing with the court's characterization of these firearms as "dangerous and unusual."
Firearms Policy Coalition President Brandon Combs criticized the Seventh Circuit's reversal of a district court ruling that declared Illinois' Protect Illinois Communities Act bans unconstitutional. FPC notes the Supreme Court recently granted certiorari in their Viramontes v. Cook County case, which presents the same constitutional issues.
The Rocky Mountain Elk Foundation (RMEF) is hiring a Regional Director for western South Dakota and western Nebraska to manage volunteer chapters, organize fundraising events, and oversee grant programs. The remote position requires frequent travel and a bachelor's degree with five years of professional experience.
MyOutdoorTV launches a new Bowhunting Channel throughout July featuring shows like American Archer, Bow Madness, Bowhunter TV, and Bowhunting Whitetails with Bill Winke to help viewers prepare for upcoming hunting seasons with commercial-free, 24/7 streaming content.
World Fishing Network launches "Reel Tips Tuesdays" educational programming block starting at 6 p.m. ET, featuring shows like Let's Fish TV, Arkansas Great Outdoors with Carlton Wing and Leigh, Fishing the Midwest with Mike Frisch, Angling Edge Adventures with the Lindner team, Facts of Fishing with Dave Mercer, Fishing 411 with Mark and Jake Romanack, Hook the Future with Captain Don Dingman, and National Walleye Tour presented by Bass Pro Shops & Cabela's.
RCBS announces the launch of the RCBS Bench Stool, featuring a padded seat, matte-black reinforced legs, and swivel base designed for reloading rooms and workshops. The stool is now available and shipping with an MSRP of $119.99.
Auto-Ordnance and Koted Arms unveiled the "Land of the Free" 1911, a commemorative stainless steel pistol honoring the United States' 250th anniversary. The custom firearm features patriotic engravings, a two-tone finish, and is chambered in .45 ACP with an MSRP of $1,793.
Crow Wholesale expanded its firearm brand portfolio by adding inventory from Fusion Firearms and Diamondback Firearms. The distributor now offers Fusion's XP PRO and XF PRO pistols alongside Diamondback's DB15 rifles, DB9 and DB380 pistols, DBX 5.7x28, Sidekick revolvers, and Ventra suppressors with immediate shipping availability.
Zanders, a premier national distributor based in Sparta, Illinois, has announced the addition of RUKO Knives to its cutlery product lineup. RUKO, known since 1956 for premium pocket knives and cutting tools, will now be available to Zanders' nationwide dealer network through their website and sales representatives.
Magnum Research introduced the suppressor-ready DE50THR Mark XIX Desert Eagle in .50 AE, featuring a six-inch threaded barrel and specialized L5 piston for suppressed operation. The company also offers the BAR506THR standalone threaded barrel upgrade for existing Desert Eagle owners, with MSRPs of $2,041 and $618 respectively.
Birchwood Casey introduced a line of 100% biodegradable gun cleaners including Synvex™ Carbon Cutter, Synvex™ Copper Cutter, Synvex™ CLP-X Oil, and Synvex™ Bore Wash. These eco-conscious products remove fouling as efficiently as traditional petroleum-based solvents while being safer on skin and environmentally responsible.
ALPS Mountaineering has released the Micro Air portable air pump, a compact device powered by external power banks that inflates and deflates sleeping pads and other inflatables. Weighing just 1 ounce with multiple nozzle options and a carry bag, the pump will launch in summer 2026.
Daisy Outdoor Products released three special Red Ryder commemorative models for the nation's 250th Anniversary: two Limited Edition Carbine Lever Actions (250 each) and a CO2-powered Revolver (1,776 units). All feature patriotic engravings and are available exclusively at www.daisy.com.
Winchester has released its limited-edition USA 250th Anniversary Commemorative Ammunition Series with only 15,000 units available nationwide. The collection features five themed ammunition types celebrating American heritage, including Pioneering America, American Hunter, Defending Freedom, Committed to Conservation, and Building Traditions.
Sports South announces exclusive products now available to dealers, including firearms from Springfield Armory, Colt, Kimber, and Howa, plus suppressors from SIG SAUER, Walker's electronic ear buds, and ammunition. These exclusive items are available only through Sports South at competitive pricing.
One Horse, an American firearms manufacturer based in Brownstown, Indiana, announced limited-time Cerakote editions of the One Horse Express Rifle in American and Woodland Camo patterns. The rifle features Atrius Development Group's Forced Reset Selector and is available beginning July 3, 2026, with an MSRP of $1299.99.
Kimber Mfg. has expanded its 2K11 Comp lineup with five new finish configurations in full-size and Pro-size models, introducing Coyote, Royal, and Minotaur finishes. All models feature a 9mm chambering, integrated compensator, and the hallmark 2K11 features including a toolless guide rod system and crowned, fluted barrel.
Smith & Wesson Brands, Inc. announces the release of the Bodyguard 2.0 with an installed Viridian RFX1 green dot reflex optic. The .380 Auto micro-pistol features enhanced ergonomic design, weighs twelve ounces, and ships with tritium-insert front sight and Viridian's INSTANT-ON technology for rapid target acquisition.
Walker's has launched the Razor Junior Muffs, hearing protection designed specifically for youth shooters with smaller head sizes. The muffs feature dual Hi-Gain microphones, HD speakers, sound-activated compression, and a 23dB Noise Reduction Rating, now available online and through retailers nationwide.
NASGW Expo attendees can register for discounted badge pricing through July 31, 2026. Badges are required for all attendees and booth personnel. The October Expo features networking opportunities, product displays, an Appreciation Dinner, and happy hour events.
At some point, nearly every growing manufacturer has the same conversation.
"We should probably start doing that ourselves."
Maybe it's machining. Maybe injection molding. Maybe anodizing, laser engraving, packaging, fulfillment, or any number of other manufacturing processes. The thinking is understandable. If we own the equipment, we'll control the quality, save money, and stop depending on someone else.
Sometimes that's exactly the right decision.
A lot of times, it is not.
One of the biggest mistakes small manufacturers make is assuming growth requires adding more machines, more employees, and more square footage. That's certainly one way to grow. It's also one of the most expensive, because it grows debt before it ever grows revenue.
The better question isn't whether you can bring another process in-house. It's whether you should.
There's an old saying in business that you should do what you do best and hire the rest. While that's a bit of an oversimplification, there's a lot of truth there.
Think about why customers buy your products.
Is it because you own another CNC machine? No.
Do they choose your rifle because you run your own powder coating line? No.
Did they buy your optic because you package it in your own warehouse? Still no.
They buy because your engineers designed something innovative. Your products perform. Your customer service answers the phone. Your marketing tells your story. Your salespeople build relationships. Your brand has earned their trust.
And hopefully what you make solves a problem, or addresses a key need, for your customers. Combined, those are your competitive advantages.
Everything else is simply part of getting the product out the door.
That distinction matters.
Buying another machine is easy, but owning it is expensive.
The purchase price—for some it may be the leasing cost—is only the admission ticket. After that comes tooling, maintenance, programming, utilities, quality control, insurance, operators, training, replacement parts, and eventually replacing the machine itself.
Before long, you've hired another employee to support the employee you hired to run the machine you bought to save money.
That wasn't exactly the business plan.
Meanwhile, there are companies whose entire existence revolves around doing that one manufacturing process better than almost anyone else.
That's where suppliers enter the chat.
Walk through the SHOT Week Supplier Showcase and you'll meet companies that have invested decades—and millions of dollars—perfecting precision machining, injection molding, castings, forgings, coatings, polymers, springs, packaging, logistics, fulfillment, and countless other manufacturing specialties.
They've already made the capital investment. They've already climbed the learning curve. And they've already made the expensive mistakes.
The smartest manufacturers leverage that experience instead of recreating it.
Good suppliers do far more than produce parts. The best ones become another engineering department—something many small manufacturers lack altogether.
Because they work with dozens—sometimes hundreds—of manufacturers, they see problems repeatedly. More importantly, they see solutions repeatedly.
They may recommend a different material that lowers costs. They may identify a manufacturing process that improves consistency. They may spot a design feature that reduces machining time or simplifies assembly.
Those conversations can save far more money than negotiating another penny off the unit price. Which is why the best supplier relationships begin before the first purchase order is ever written.
Bring suppliers into product development early. Of course, do it under an NDA, but do it.
Ask how they'd manufacture your design, and listen when they suggest changes.
More often than not they'll help you build a better product for less money—not because they're trying to redesign your product, but because they understand their process better than anyone. And they know what you don’t know.
There's another benefit that's easy to overlook—flexibility.
If the past few years have taught manufacturers anything, it's that business plans don't survive first contact with reality.
Outside suppliers give you options.
When demand spikes, many suppliers can increase production faster than you can purchase equipment, hire operators, and get everyone trained.
When business slows, you're not staring at idle machinery and wondering how you're going to keep another department busy.
That flexibility has real value, especially for smaller companies where every capital expenditure has a significant impact on cash flow.
None of this is an argument against investing in your own capabilities. Every manufacturer should own the processes that truly define its products and distinguish it from the competition.
The mistake is believing you have to own every process. You don't.
In fact, trying to do everything yourself often prevents you from becoming exceptional at the things that actually matter.
The companies that consistently outperform their size know exactly where they create value—and where someone else can create it more efficiently.
That's not outsourcing. That's management.
Smart manufacturers don't view suppliers as vendors. They view them as extensions of their own operation.
That's a subtle difference, but an important one.
Because in today's market, competitive advantage isn't measured by how many people are on your payroll or how many machines are on your shop floor.
It's measured by how effectively you combine your own expertise with that of trusted partners.
The manufacturers that understand that lesson usually discover something interesting.
They grow faster…without growing their payroll nearly as much.
– Paul Erhardt, Managing Editor, the Outdoor Wire Digital Network
