July / August 2026
From the Cover
Winchester Supreme Long Range Ammunition and the BC Max Bullet
News Briefs
PROOF Research Adds Shorter Barrel Configurations
The more compact configurations improve overall maneuverability while retaining the precision and performance that shooters expect from the Elevation platform.New XS Sights for the Ruger SP101 Revolver
Now Ruger SP101 revolver owners can upgrade their factory sights with XS’s pre-drilled Tritium Standard Dot front sight for easier target acquisition.Safariland Unveils ICOG-XS
“From Safariland’s perspective, INCOG opened many new doors,” says David Higginbotham, product marketing manager for Safariland.New Finish Options for Big Horn Armory
Big Horn Armory recently announced three new Cerakote finish options for its AR500 NEXT GEN platform.Derya Launches Industry-First AI Agent on Customer Service Lines
Derya recently announced the launch of its advanced AI customer service agent, now available during normal business hours.Blaser Group Names Josh McBrayer CEO of U.S. Operations
Josh McBrayer has been named CEO of U.S. operations of the Blaser Group.Federal Salutes America
There is no better way to celebrate Federal and the nation’s shared history than with a lineup of ammunition built specifically for the 250th anniversary.Leupold Launches BX-3 Alpine HD Binocular
The BX-3 Alpine HD binocular is built for hunters who go farther, glass longer, and seek optical performance that outworks price point.Nocpix Introduces the MATE ULTRA
The MATE ULTRA is a next-generation thermal clip-on designed to deliver exceptional image detail and seamless integration with traditional daytime optics.
Columns
FYI — Necessary Drive – An industry veteran seeks to help women develop the leadership skills required for senior management success.
An industry veteran seeks to help women develop the leadership skills required for senior management success.Five Minutes with Nathan Robinson, Marketing Manager, Public Relations, Retail, and Event Marketing at Winchester Ammunition
Winchester Ammunition celebrates an 160-year milestone as an iconic American brand.Finding Your Way – A “business compass” helps keep your operation headed in the right direction.
A “business compass” helps keep your operation headed in the right direction.
Departments
The Simple Truth – The Business Compass – Knowing where you are, and where you want your business to go, is essential to success.
Knowing where you are, and where you want your business to go, is essential to success.
What’s Selling Where July / August 2026
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.
