Industry Update

NSSF, ATF, and DOJ launched the 26th annual "Don't Lie for the Other Guy" campaign in Indianapolis through early September to educate the public about federal penalties for illegal firearm purchases, including up to 15 years in prison and $250,000 in fines. The campaign includes 18 billboards, 140+ transit displays, 1,300+ radio spots, and targeted digital impressions across the region.

Midwest Gun Works expanded its Full Auto Fulfillment program to all firearms industry businesses, offering e-commerce site design, order fulfillment, and customer support. The program leverages MGW's nearly 30-year expertise in navigating firearms regulations to help brands streamline operations and focus on growth.

Traditions Firearms announced Keith Heinlein as Product Manager, bringing nearly two decades of shooting sports industry experience. Heinlein, an avid hunter and fisherman, will lead product development initiatives and help expand Traditions' firearms and accessories portfolio.

SLG2, Inc. will bring its Shoot Like A Girl experience to Bass Pro Shops at the Pyramid in Memphis, Tennessee, July 31st through August 2nd as part of its 2026 Grand Safety Tour. The free event features a mobile range with firearm simulators, archery activities, and product demonstrations from leading outdoor brands including Black Rifle Coffee.

Walk the Talk America partnered with Pot of Gold Auctions to host a fundraiser auction opening October 13, inviting firearms industry leaders to donate items. Proceeds support WTTA's mental health initiatives addressing firearm suicide prevention.

The Sporting Arms and Ammunition Manufacturers' Institute (SAAMI) reminds industry members that registration deadlines are approaching for its 2026 Ballistics Conference, scheduled for September 15-17 in Baltimore at the Royal Sonesta Harbor Court. The event will feature technical seminars, product demonstrations, and a facility tour of Element U.S. Space & Defense's testing laboratories.

Bowtech and Diamond Archery are relocating operations to Houston, Texas to enhance innovation and growth. The move includes expansion of operational capabilities, with Excalibur Crossbow transitioning to Savage Arms leadership, while Black Gold Premium Accessories continues production in Belgrade, Montana.

NSSF—The Firearm Industry Trade Association is raising funds for the American Red Cross Service to the Armed Forces program, which provides emergency communication, financial assistance, and support to military members, veterans, and their families worldwide.

The Briefing: FFL Compliance Summit early-bird pricing ends July 31, offering FFLs direct access to ATF and FBI officials including Director Rob Cekada and Assistant Director Robert Leider. The September 23-25 summit at W Hotel Dallas covers regulatory updates, Form 4473 changes, and enforcement priorities.

Orchid announced a new integration between Orchid POS and Chattanooga Shooting Supplies' live inventory of over 45,000 shooting and hunting SKUs, featuring real-time stock levels and pricing. The integration will be showcased at the Annual Chattanooga Shooting Supplies Dealer Show on July 27–28, 2026, at the Chattanooga Convention Center.

RetailBI, powered by Gearfire, released its Q2 2026 Shooting Sports Retail Sales and Inventory Report showing firearm unit sales declined modestly while retail revenue increased as consumers shifted toward higher-priced products. The report reveals suppressors delivered the strongest growth, premium products outperformed entry-level offerings, and dealers reduced inventory across firearms, ammunition, optics, and suppressor markets.

The Second Amendment Foundation filed an amicus brief in Maryland's Supreme Court supporting Darius Duvall's petition challenging the state's refusal to recognize out-of-state carry permits. The brief, joined by Maryland Shall Issue, National Rifle Association, California Rifle & Pistol Association, Minnesota Gun Owners Caucus, Second Amendment Law Center, Citizens Committee for the Right to Keep and Bear Arms, and Cato Institute, argues Maryland's policy violates the Second Amendment and lacks historical precedent.

Ammunition Depot and the National Rifle Association announced a partnership to support Second Amendment litigation, including the landmark Rhode v. Bonta case challenging California's ammunition restrictions. Ammunition Depot is launching a checkout donation option to help fund the NRA's ongoing legal efforts across the country.

Gun Owners of America has appointed Quinn Cassidy as Managing Director of Advancement to build strategic corporate partnerships and cultivate major donors. Cassidy brings nearly a decade of industry experience, including his recent role as Manager of Exhibition and Sponsorships for the SHOT Show at the National Shooting Sports Foundation.

Steiner eOptics unveiled the M830rc X LRF 1535nm laser rangefinder binocular with seamless A.T.A.K. Battle Management System connectivity. The Germany-made device enables operators to instantly transmit lased target data including bearing, distance, and elevation to shared digital maps, eliminating manual data entry and human error in time-critical operations.

The federal government filed a motion to voluntarily dismiss its appeal in a case challenging the ban on firearms in U.S. Post Offices, making the Second Amendment Foundation's (SAF) win final. The Northern District of Texas ruled in September that the carry ban is unconstitutional, and the injunction now has nationwide effect protecting all current and future SAF members.

The Third Circuit Court of Appeals struck down New Jersey's assault weapon and magazine capacity bans, supporting the Second Amendment Foundation's two assault weapons ban cases before the Supreme Court: Viramontes v. Cook County and Grant v. Higgins. SAF Executive Director Adam Kraut and founder Alan M. Gottlieb expressed optimism that the ruling will bolster favorable outcomes in the upcoming Supreme Court term.

NSSF praises the Trump administration's new rules transferring firearm suppressor export licensing from the State Department to the Commerce Department. Lawrence G. Keane, NSSF Senior Vice President & General Counsel, stated the reforms will enable American suppressor manufacturers to compete more effectively in overseas markets without burdensome regulatory requirements.

The Firearms Policy Coalition (FPC) achieved a landmark victory when the U.S. Court of Appeals for the Third Circuit ruled that New Jersey's "assault firearm" ban on semi-automatic rifles violates the Second Amendment in Cheeseman v. New Jersey Attorney General Jennifer Davenport. The decision strengthens FPC's pending litigation challenging New Jersey's short-barreled rifle ban and follows the Supreme Court's agreement to hear FPC's Viramontes v. Cook County case challenging Illinois's similar ban.

Silencer Shop and 4473 Cloud announced that COO Travis Glover will participate as a panelist at The Briefing: FFL Compliance Summit 2026, taking place September 23–25, 2026, in Dallas. The summit brings Federal Firearms Licensees together with ATF Director Rob Cekada, ATF Assistant Director Robert Leider, and other officials to discuss regulatory changes affecting FFL operations.