Investing in the Future

New product introductions are a key element of the annual SHOT Show. But the show is a lot more than simply “new products.” It is, in fact, a must-attend event for industry professionals of all stripes, as it is a singular opportunity for continuing education and networking.

“By attending or exhibiting at the SHOT Show, you’re not just participating in an event; you’re investing in the future of our industry,” says Chris Dolnack, NSSF Senior Vice President and Chief Customer Officer. “From the groundbreaking products on display to the strong sense of community to the unparalleled networking opportunities, the SHOT Show is a must-attend event for firearm industry professionals. It’s not just a trade show—it’s a celebration of the innovation, passion, and resilience that define our industry.”

Dolnack also notes that there is also more room to maneuver. “You can say goodbye to crowded, can’t-move aisles that may have prevented you from accessing high-demand exhibits,” he says. “The expanded exhibit floor now stretches from the Venetian Expo to Caesars Forum, so you have more space to explore more equipment and interact with more manufacturers.”

Over the years, NSSF has worked diligently to expand the reach of the show. For example, its law-enforcement footprint has evolved to the point where now nearly one-third of SHOT Show’s exhibit halls are dedicated to protection equipment and tactical accessories needed by law enforcement, SWAT teams, private security, and the armed forces. The show is also a venue where law enforcement agencies can connect with the industry’s top manufacturers, distributors, and experts.

The show is an agency’s opportunity to view the latest equipment, share knowledge, and find solutions that will help keep officers and communities safe. Whether attendees are looking to upgrade firearms, improve defensive tactics, or enhance training programs, the SHOT Show has everything they need to succeed.

Another expanded opportunity for attendees is the Archery Business Pavilion, a joint effort by NSSF and Grand View Outdoors. Now entering its third year in Caesars Forum Academy Ballroom, the Archery Business Pavilion is designed to provide a comprehensive look at the industry, from traditional archery equipment to cutting-edge technology in compound bows, trail cams, and other gear. The pavilion takes a big step forward in 2026 because Mossy Oak is now a presenting sponsor of the pavilion.

 
“Early in my career, I was extremely proud to be a part of making Mossy Oak’s Hunting the Country magazine a reality and a very popular brand,” says Derrick Nawrocki, president/publisher of Grand View Outdoors. “Now, I am equally as proud to announce that we are joining forces with an old friend and an iconic industry brand, Mossy Oak, which has decided to put their stamp of approval on the Archery Business & Hunting Retailer Pavilion as the presenting sponsor. We all have a focused goal to continue to drive interest, traction, and growth of a centralized space at the SHOT Show for companies entrenched in the bowhunting and hunting industry. Year three of this area has really taken off, and this news will only cement this as the place to exhibit for bowhunting and hunting-focused companies.”

“We are very excited to be the presenting sponsor and ‘gathering place for all things hunting’ in the Archery Business & Hunting Retailer Pavilion at SHOT Show,” says Chris Paradise, senior vice president, Mossy Oak Enterprise Brands. “Mossy Oak’s leadership position and commitment to the outdoor industry is further evident by our initiative for the hunting community to join us in the Pavilion as the place to be at this year’s SHOT Show and beyond.”
“Having an iconic brand such as Mossy Oak support the Archery Business & Hunting Retailer Pavilion is significant to the growth of the archery/hunting segment at SHOT Show,” says Chris Tatulli, NSSF’s Senior Director of Exhibit and Sponsorship Sales. “We are incredibly excited to have them participate.”

The Supplier Showcase is yet another example of how NSSF tailors the show to the needs of its attendees. Supplier Showcase debuted at SHOT Show 2017, and right from the start those that attended knew NSSF was onto something. Summit Steel Corporation, based in Chagrin Falls, Ohio, was just one of the many companies that exhibited in 2025. Summit Steel Corporation is an IS 9001-2015 processor and stocking distributor of SBQ (special bar quality) cold finished and hot rolled carbon and alloy steel bar in a variety of shapes (for instance, round and hexagon), including Gun Barrel Quality steels in carbon, alloy, and stainless steel, all known for their dimensional accuracy and precision.

 
“There are two main benefits for us having a booth at the Supplier Showcase of the SHOT Show,” says Ross Bushman, CEO of Summit Steel. “First of all, exposure. As one of the largest U.S. distributors of Gun Barrel Quality steels, you will rarely find so many prospects in one place. Secondly, many of our customers are there, either as attendees or with their own display booth. This affords us the opportunity to meet with them personally, and as anyone in sales knows, there is nothing quite like ‘pressing the flesh.’” (The Supplier Showcase runs for two days—Monday, January 19, 2026, and Tuesday, January 20, 2026.)

If you want to attract new shooters, manage inventory and volume, build traffic through the slower seasons, and maximize your margins or employee potential, SHOT University is for you. These a la carte training courses are designed to help retailers and ranges hone their management skills for today’s highly competitive and regulated marketplace. Session content will cover topics such as customer communications, used firearms, new shooters, ATF/NICS, compliance, operations, marketing, workforce development, and more.

Finally, NSSF knows the importance of networking opportunities at SHOT, so it has arranged for three such opportunities. There will be an Industry Welcome Reception at the Great Outdoors Plaza from 5:30 p.m. to 6:30 p.m. on Tuesday, January 20. On Wednesday, January 21, there will be an Industry Networking Reception at the Great Outdoors Plaza from 5:30 p.m. to 6:30 p.m., and on Thursday, January 22, there will be an Industry Happy Hour, open to all 2026 SHOT Show badge holders, from 5:30 p.m. to 6:30 p.m. For more information on SHOT Show 2026, go to shotshow.org.