Unwavering Commitment

At Nosler, the focus is always on delivering superior products as well as outstanding customer service.

President of Nosler, Inc.,  since 2018, John Nosler is the third generation of his family to lead this iconic manufacturer of ammo, brass, and, most recently, semi-custom rifles. Now based in Bend, Oregon, Nosler is probably best known for revolutionizing big-game hunting with its world-famous Partition and Ballistic Tip bullets. 

SHOT Business: What do you think are the biggest challenges our industry will face in the next five years?

John Nosler: Government regulations—and it’s not just about banning AR-style platforms. That’s only part of the picture. For example, getting the licensing to ship our products overseas is becoming a bit of a struggle. We're also seeing more challenges at the state level. Take Oregon's Bill 114, for instance. It was written in a way that confused voters, and it passed by the slimmest of margins. Now we have to invest time and resources to clean things up afterward. Each state has its own issues to tackle, which means we have a lot of unique challenges instead of a single national focus.

Ammunition regulations are another hot topic around the factory. We're keeping an eye on not only potential bans on lead-based ammunition, but also rising taxes on ammunition in certain states—something that’s already heavily taxed. And while I'm feeling hopeful about the positive changes happening in our country as some of the more extreme policies are starting to disappear, we’re still dealing with daily struggles when it comes to how the media talks about our industry and the censorship we face on social media regarding our sport and the industry as a whole.

SB: What opportunities do you see?

JN: The pandemic has brought us many new hunters and shooters, giving us a great opportunity to educate and welcome them into our community. It's important to engage young people in our sport, getting them away from digital content and into “real” hands-on experiences. Suppressors have also changed the shooting and hunting experience, making it more enjoyable at the range and in the field.

SB: When you get up in the morning, what gets you excited about working in the industry?

JN: Honestly, it’s all about the relationships. I’ve been lucky enough to grow up in the industry, and I’ve made some incredible connections along the way. These friendships make every day enjoyable and meaningful.

I also really appreciate our competitors. They create fantastic products that inspire us to raise our game. This high level of competitiveness is driven by the free market, and our very educated customers leads us to innovation, which is my true passion.

SB: How will you meet the expectations of your customers?

JN: Meeting customer expectations is a challenge. It’s more than just hitting a pie plate at 100 yards now. Technology and science in shooting sports have advanced a lot. This change has brought in a wide range of hunters and shooters, each with different needs and expectations.

We are only here because of our customers. By listening to them and their experiences it inspires our team to build products that will exceed their expectations both on the bench and in the field.

SB: In a very competitive world, how does Nosler stay ahead of the pack?

JN: Nosler stands out due to our unwavering commitment to quality and exceptional service. While perfection is a goal we continually pursue, our focus remains on improving every day. This dedication drives our innovation; we actively invest in our future. We maintain a five-year pipeline of new and innovative products ready for introduction whenever the time is right. This proactive approach ensures we remain at the forefront of the industry.

SB: The Partition, Ballistic Tip, and AccuBond bullets all did their part to revolutionize big-game hunting. Can you tell us a bit of how Nosler goes about conceiving new bullet designs?

JN: Our process starts with real experiences in the field and identifying challenges. This approach is how my grandfather founded the company, and my father carried on that vision. We’re always thinking about ways to enhance our products while using them. It’s simply part of our DNA.

SB: Why did Nosler decide to build its own line of bolt-action rifles?

JN: The idea started around a campfire during a hunt when my father and I discussed creating our own semi-custom rifle. At that time, the market had only a few players, and as we envisioned our brand's future, we realized we needed a quality firearm to represent us. We attended SHOT Show and several consumer events to explore the features we wanted in a rifle. Along the way, we found excellent partners to help us bring our vision to life. This endeavor not only allowed us to develop our rifles but also led to the creation of the Nosler cartridges, which significantly elevated our brand.

SB: Nosler’s latest deer-hunting round, Whitetail Country, is entering the hunting market at prices that may surprise retailers and hunters alike. How did Nosler achieve this?

JN: The answer involves years of innovation and process improvements. To give you some background, we developed the Solid Base bullet in the 1960s, originally introduced as the Zipedo bullet. In 1972, we renamed it the Solid Base bullet, which laid the groundwork for our polymer-tipped version, the Ballistic Tip, released in 1984. This evolution continued with the AccuBond. By refining these operations over the years—from Zipedo to Solid Base to Ballistic Tip to AccuBond—we eliminated unnecessary complexities. This efficiency enables us to produce a high-performance product at an economical price and in high volumes, reducing the extra steps previously required for the performance levels of the Ballistic Tip and AccuBond. Additionally, we invested in our brass case manufacturing starting in 2014 with the acquisition of a small company that we built upon. This move allowed us to eliminate reliance on outsourced vendors and further streamline our production process. nosler.com