Built Right

At Ruger, the focus is on designing firearms that deliver innovation and uncompromising quality right out of the box.

Todd Seyfert joined Ruger a few months ago, coming aboard as president and CEO. He is an industry veteran, having worked with several outdoor-related companies over the course of his career. The most recent was the Dometic Group, a $2.5 billion global outdoor products company. Before that he served as CEO of FeraDyne Outdoors, LLC, a leading manufacturer of premium archery and hunting products. His industry background includes such well-known companies ATK/Vista Outdoor, Magnum Research, Bushnell, Michaels of Oregon, and Birchwood Laboratories.

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

Todd Seyfert: One of the biggest challenges will be navigating shifting consumer expectations while addressing industry consolidation, a contracting market, and broader macroeconomic issues. At the same time, supply chain pressures and global economic uncertainty will test our ability to remain nimble. The companies that succeed will be those that balance operational excellence with forward-looking innovation.

SB: What opportunities do you see?

TS: There’s tremendous opportunity to drive product innovation and meaningful customer engagement through customer feedback, events, our online communities, and content that educates and inspires new and seasoned shooters alike. Technology is opening doors for improved product design, seamless integration with directly related accessories, and deeper customer connections. Our innovation is grounded in our commitment to American manufacturing, ensuring new ideas are built on a foundation of craftsmanship and reliability. At Ruger, we see growth potential not just in new product segments, but in developing accessories that enhance performance of our firearms.

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

TS: I’m driven by my own passion for hunting and shooting sports and by the shared enthusiasm I see in our employees, customers, and partners. I chose to return to the firearms industry with Ruger to be a part of an organization that’s leading the way. It’s energizing to help shape the future of an industry I care deeply about.

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

TS: We meet customer expectations by listening to their direct feedback and insights from the marketplace. From there, we focus on designing firearms that deliver innovation and uncompromising quality right out of the box. Every Ruger product is built to perform reliably from day one, with thoughtful features that enhance safety, usability, and value. Coupled with our accessible price points and dedicated service, this commitment ensures that customers not only trust our products but also feel supported throughout their ownership experience.

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

TS: Ruger stays ahead by staying true to who we are—rugged, reliable, and responsible—while offering unmatched depth and breadth across our product portfolio. Covering everything from Ruger’s wide-ranging lineup to the classic craftsmanship of Marlin, our offerings reflect both innovation and tradition. Our product variety, commitment to American manufacturing, and disciplined financial management give us a foundation that few others can match.

SB: Ruger recently acquired Anderson Manufacturing. The Kentucky-based company sold firearms under its own name but also supplied various components to other firearm manufacturers. At the time, you said, “This move reinforces Ruger’s position as a leader in the industry, and reiterates my focus on continued growth, even as others scale back.” How does this acquisition fit into Ruger’s overall product strategy?

TS: The Anderson acquisition strengthens Ruger’s ability to better compete in the modern sporting rifle category while also expanding our capacity. This acquisition gave us the dedicated MSR capacity we needed, which in turn allows us to expand production of key models like the Ruger American Gen II and ramp up new product lines. Beyond infrastructure, Anderson brings a talented workforce in a gun-friendly location, aligning perfectly with our culture and long-term vision. It positions us to innovate faster, serve new segments of the market, and reinforce Ruger’s leadership as a full-line firearms manufacturer. Moves like this one emphasize our commitment to product variety, American manufacturing and disciplined financial management.

SB: You have said before that your “leadership approach is grounded in the belief that I work for my employees. Once the vision is clear, my role is to empower my team by removing barriers, providing the necessary resources, and cultivating a culture where individuals are inspired to achieve both personal and professional goals.” In an organization as large and complex as Ruger, how do you accomplish this on a day-to-day basis?

TS: It starts with clarity of vision and making sure every employee understands not just what we do, but why we do it. From there, my role is to remove roadblocks, provide the tools and resources teams need, and foster a culture of accountability where people feel both trusted and empowered. Transparency and open communication are critical to this process, ensuring that employees at every level feel informed, heard, and connected to the bigger picture. Leadership is about enabling others to thrive, which ultimately drives Ruger’s success.