July / August 2025
From the Cover
Thermal optics can get confusing. Between sensor resolutions, pixel pitches, refresh rates, and lens sizes, there’s a lot for customers—and retailers—to navigate. On top of that, thermal devices are often designed for just one role: either as a dedicated weapon optic, a clip-on, or a handheld scanner. But what if there was one unit—one single SKU—that could do it all? Enter the RH25 V2 from InfiRay Outdoor.
News Briefs
Barnes Bullets Launches the Barnes Bullet Points Podcast
The company recently rolled out a new podcast—Barnes Bullet Points—hosted by Barnes Bullets’ marketing manager Dale Evans.Auto-Ordnance Honors U.S. Army
Auto-Ordnance, in partnership with the artisans at Altered Arsenal, has released of two stunning commemorative firearms in a series called “A Salute to Service,” created to honor the 250th Anniversary of the founding of the Army in 1775.
ESCORT Shotguns is Expanding
ESCORT Shotguns is expanding its acclaimed BullTac pump-action shotgun line with the addition of three new color options.Christensen Arms Unveils Evoke .375 H&H
The .375 H&H Magnum is a cornerstone of big-game hunting, renowned for its versatility and stopping power.Train Smart with Laser Ammo’s Flash Bolt
The innovative Flash Bolt, a drop-in bolt replacement for a standard AR-style rifle platform, is ideal for any level of shooter seeking high-quality laser-based dry-fire training.Leupold Introduces Two New Spotting Scopes
Leupold & Stevens, Inc., has launched a pair of new new spotting scopes: the SX-4 Pro Guide HD Gen 2 and the SX-2 Alpine HD Gen 2.Priceless Knowledge: NSSF’s Annual Marketing and Leadership Summit
With thought-provoking education sessions, engaging roundtable discussions, and a dynamic community of leaders, this year’s Summit reaffirmed its position as the firearm industry’s premier event for marketers and executives.The Mobile Range Option
Mobile Range Technologies, based in Henrietta, Texas, offers a series of modular firing ranges and mobile trailer firing ranges focused on design, development, and technology while integrating technology innovations driving low total ownership cost and value for your investment.Driven to Succeed – DRIVE. Organizational Solutions
Organizational Solutions is a leadership and organizational development firm founded by firearms industry veteran, Kristi Elrod.
Columns
Editor’s Note – Something Different
“We’re not in the business of making run-of-the-mill firearms—or giving them forgettable names.”Five Minutes With Jon Pfister, Director of Sales and Marketing, Chiappa Firearms USA, Ltd.
Chiappa understands that companies that don’t embrace the future can’t reap the rewards of innovation.FYI — Silver Lining – COVID forced Galco to re-evaluate its business model. When it did so, it found the proverbial silver lining.
COVID forced Galco to re-evaluate its business model. When it did so, it found the proverbial silver lining.
Departments
The Simple Truth – The Confidence Game – You gotta have confidence. But too much of it can cloud your judgment.
Anyone starting and/or running a business must have a strong confidence level. You could call it ego. Back in the 1980s when Jayne and I started our business we had no real guides, so trying to get folks to see, understand, and support this new concept in business was tough.
What’s Selling Where September / October 2025
All across the U.S -- Montana to Alabama; Iowa to Maine. See which guns, ammo and accessories are hot at retailers in each territory across the country.
